Honour & Shame Essay Example for Free

Honour Shame Essay One Sunday morning I was driving my children back from their regular soccer game. It was a warm summer day, sun shining ever so brightly, making the uneven town picturesque. As I drove along in my Holden with rigid brown seats and the windscreen wipers that didn’t work, I looked over to my sixteen year old daughter sitting next to menodding and shaking her head rhythmically to, in her words, ‘legendary’ music band One Direction. An image of Asreen flashed through my mind†¦ †¦Ã¢â‚¬Å"Kiran?† the voice on my mobile phone was barely more than a whisper. â€Å"Kiran? Is that you?† .The train ride back home was a typical for Friday eveningIt was very busy Friday evening train ride back from work, â€Å"Are you able to speak up a little?† I asked, raising my own voice overagainst loud chatterschatters from fellow passengers and rattling noise from the train. â€Å"I found your number in Indus Age, My † the line went suddenly went dead. Indus Age is a local monthly newspaper. iIt has largest circulation to Indian and South East Asian community in the country. I was interviewed a week ago concerning about my plight with honour based violence. After two years of lengthy legal proceeding over evidence of injury which included tampered medical records I managed to get a divorce. I was sure that such crimeshonour based violence against women was prevalent and practiced behind closed doors, after my divorce I wanted to assist other women in similar situation and have my phone number published in the newspaper. I thought I lost her but then, few minutes later, she was back. â€Å"Sorry I had to hang up I thought someone was coming. My parents are forcing me to marry a 35 year old man who I don’t even know. I am a prisoner in my own house. I can’t take it any longer. I need help.† She stopped for breath. â€Å"Please help me,† she said in a trembling voice. She sounded frantic; it seemed that she was at the mercy of her family. I didn’t know who I was talking to but I knew I had to help. I spoke quickly, â€Å"Can you get out? There are all sorts of help available if you can get out.† I knew from my own experience that if a girl has made up her mind to run she usually finds a way to do it. This woman could be anywhere in the country but she was desperate and I had to reassure her. â€Å"There is help for you,.† I said. â€Å"There are women refuge houses, people to support. I would support you. You’ll be okay.† â€Å"But how†¦Wait, that’s Dad. He’s coming. I have to go† Her phone went dead. I felt anxiousiety, my pulse shot up as I tried as best I could to get on with my daily household choresroutine and parental responsibilities. Later in thethat evening while I was preparing dinner my phone rang again. I tried hard to understand but couldn’t make out anything except the gasping sound panting. I turned off my range-hood and enquired, â€Å"Hello?† â€Å"It’s me, Asreen,† she spoke, her voice penetrating as if she was right next to me. â€Å"I did it, I ran away† â€Å"Where are you?† â€Å"Redfern.† â€Å"Asreen, you have to call the police. DailDial 000† I had put my phone on speaker as I washed my hands. â€Å"No, I don’t want police. My family will never see me again. My community will disown me,† she said claimed almost hysterical. I could imagine why Asreen didn’t want police to be involved. She was in a state of fear and frustration. Her parents who loved her dearly until very recently changed overnight and now consider family’s honour more important than that of their daughter’s well-being and happiness. â€Å"Meet me at Redfern railway station in 45 minutes,.† I said cleaning up my kitchen. â€Å"Please don’t be late,.† she hung up. I called on my children and explained them that I need to go out on an emergency. I drove as fast as I could past the motorway speeding up to maximum limit. I reached Redfern at 8 p.m. it was crowded, people pushing one another to get ahead in line. Few country trains hurried past while the intercity trains stopped at the platform for passengerss dark and deserted. I walked across the automatic ticket machine to find myself staring at a tall slim woman leaning against the closed door humming what I could understand a very popular song. from Justin Beiber. She looked no more than sixteen dressed in a traditional outfit her head was covered in a veil. I caught her eye and she smiled and then waved at me. â€Å"Kiran,† she said enthusiastically. â€Å"Yes.† I walked closer I could see her eyes swollen lips dried smeared make up over her face. I offered her a bottle of water and walked with her to my car. No one spoke, the two minute walk felt like an eternity. Breaking the silence she spoke softly, â€Å"Thank – thank you Kiran. You saved my life. I read your story and only after I spoke to you I found courage to leave my house.† I didn’t know what to say, I was in a state of shock. I felt rage I could barely focus on my driving I wanted to say something. Asreen continued, â€Å"There were bolts on all doors and someone from the family was always home. I didn’t know how to get out. And if I did, where would I go?† We talked about family, food, school, fashion and many other issues on our way back. We talked as if we were best friends and had known each other for many years. I introduced Asreen to my children Maya and Vicky and offered her rice and lamb curry for dinner. It was close to midnight she looked very tired and fell asleep as soon as she sat on the lounge. I imagined her situation; it was her mother who arranged her marriage. She grew up knowing that one day the subject of her marriage would come up but didn’t expect it when she was sixteen. She was one of the smartest girls in her school; she wanted to become a psychiatrist. One day when her parents woke her up and told her that she was going to get engaged Asreen said bluntly, â€Å"But I don’t want to.† For the next few days I enquired at women’s refuge centre, department of community services, legal aid and other community based organisations. What followed was another court proceeding lasting more than 12 weeks. I became Asreen’s foster parent while she continued her education. Later that year Asreen and I started Honour to help other women from South East Asian family facing honour based violenceI sat next to her contemplating on the events of the day. I wanted to help Asreen and reach out to other women in similar situations confronting criticism and oppression from inside their communities and often close family members for not being obedient to the traditional rules set by men for thousands of years. â€Å"Are you alright?† Asreen said waking up suddenly. I realised that I accidentally dropped my glass on the wooden floor breaking it into pieces. â€Å"Why can’t I live like any other sixteen year old girls? Why can’t I have boy-friends like girls from my school?† she cried while cleaning up broken pieces of glass. It was close to two, I was so exhausted I could barely feel any strength in my legs. I could hear Asreen’s voice slowly fading away. With my eyes closed I tried to seek explanation for such acts against own daughter. The issue of status of women is always in question in a patriarchal society. For thousands of years people from Indian sub-continent had considered daughter a painful burden, a potential source of shame to her father. Family is vital principal group and marriage hallowed as sacred. Women are deprived of their freedom and those who rebel or go against the norms faces threat the people of the community so much so that they are even killed for honour. †¦perhaps this comes out as it makes it like a newspaper article, not a narrative. †¦ As we arrived home I hugged my daughter tightly and said with tears running down my cheeks, â€Å"I love you.† The time frame here doesn;’t work, you’ve already taken the story on years but now go back to the present†¦

Rupert Murdoch Media Mogul Case Study

Rupert Murdoch Media Mogul Case Study Since 1952 when Rupert Murdoch inherited two Australian news paper from his father, he started a non-stop career generating growth within the media sector up to the point where the variety of his communication mediums have reached two-thirds of the worlds population. Murdoch has even been accused of monopolistic practices. Criticised by many people but admired by others, his leadership style is matter of analysis as it seems to contradict any Human Resource theory, i.e. the opposite of what is recognised as a good practice. However, his empire is alive and real, News Corporation (News Corp) is the second largest media conglomerate globally just behind The Walt Disney Company. This document will look at insights into Rupert Murdochs behaviour, his learning style as well as his personality characteristics as influencer in his professional development and managerial style. The analysis of competitive advantage for News Corp will be also discussed. From a Human Resource Management (HRM) perspective, News Corps practices need to be analysed in terms of performance appraisal, selection, relationship management, culture and ethics. A further mention with respect to leadership will be made since this is a core aspect that needs to be understood and appreciated. In order to successfully implement changes and improvements in News Corps HRM policy and approaches, improvements and alterations in Murdochs leadership style and approach need to be implemented. Murdochs People Management Style Learning Style and personality characteristics Theoretically, a successful company should have good practices in HRM. Ingham (2007) refers to best practice as an assumption that by doing things in a set best way, any organisation can improve their performance. He also points out that other concepts acknowledge that there is more than one combination of appropriate practices which varies according to context. Through this document, analysis will be made for each aspect as mentioned; linking the personal characteristics of Murdoch with News Corps practices. For years there has been interest in the importance of developing HRM: from hard approaches that looked at employees as a cost to be managed and possibly minimised, to softer approaches looking at employees as investments, valuables and with the capacity to make important contributions to the companys success. For News Corp however, this development has not happened as they are still operating based, clearly, on hard approaches, focusing on the rational management of people as if they were any other factor of production (Ingman, 2007). Murdoch has shaped News Corp and to accurately understand his performance, it is worthwhile to look at him as a CEO but as a person as well. Beyond his managerial and interpersonal skills, or the lack of them, it is undeniable that he has strong business acumen and ability to find new opportunities. For instance, the creation of the first national newspaper in Australia which gave him political clout, and acquisitions of different successful mediums such as Fox tv in the USA or Star Network in Hong Kong .He has been a natural entrepreneur since his youth and some analysts attribute his success to his ability to learn from mistakes, basic rule for a successful management as Templar (2005) highlights. A focused background in the newspaper market, added to his learning style have likely contributed to Murdochs edge. There are many approaches to learning styles by which this could be analysed and understood. One of the most recognised is Kolbs (1984, cited in businessballs) approach, which sets out learning as a cycle and suggests that everybody has a preferred style of learning. HOW TO REFERENCE THIS FRAMEWORK?, I GOT IT FROM: http://www.businessballs.com/kolblearningstyles.htm In this framework Murdoch could be described as having an Accommodating Style (combination of feeling and doing). Accommodating people are generalised as those who are hands-on, relying in intuition rather than logic and mainly prefer practical and experiential approaches. According to Kolb, they are persons attracted to new challenges, new experiences and to carrying out plans and setting targets. Murdoch seems to have much of this description. Comparing this description to Felder and Silverman Theory, (1980, cited in mindtools) (Appendix 1) Murdoch seems to be an Active Learner, a person who prefers manipulating, doing and learn by trying. This is a description also confirmed by Honey and Mumford (1982 cited in literature available). Another approach by which Murdoch could be analysed is VAK (Appendix 2), framework in which he can be described as a kinaesthetic person as he has show he enjoy actively doing and experimenting in reality. A combination of his knowledge, learning style and personality, could provide a broad picture to understand his behaviour and motivations. His need for achievement, no matter at what cost, has been clear through this career as a well known risk taker. Murdoch is as well an innovative person who easily incorporated new technologies in his business, as he referred to himself: a catalyst for change. Murdoch has some remarkable characteristics that have led him to achieve his success. He is known for his ever-changing tactics, for exercising control, for his smart mind and acting unlike his competitors. The complexity he has have to cope with in business has led him to think creatively, for instance as it is cited in the case study, when his competitor offered to buy his newspaper he published the opponents offer letter with the headlines Bid for Press Monopoly. As a global figure the press, not just competitors, desire to know his plans and strategies. This has not always been possible since he is considered a very secretive person. His understanding about environmental factors, usually referred at as PESTEL (Political, Economical, Social, Technological, Legal and Environmental) has given him distinct advantages. For instance, he identifies financially profitable markets, technologies than can help his business, despite union protests and legal ways to reduce his costs, for example, setting operations of his companies in fiscal paradises henceforth paying less taxes than most of its biggest competitors. Despite the fact that Murdoch is not known as a good relationship manager, he does know the importance of maintaining specific good relationships, such as political ones. Actually, it is said that he switched his political preferences to favour his business. (Between the Republicans and the Democrats in the USA, and between the Tories and th e Laboritie in the UK). Competitive Advantage From the point of view of business performance, his job as News Corp CEO has been successful. But the issue is how sustainable could the performance be?. Barney (1991, p.99) points out that firms obtain sustained competitive advantages by implementing strategies that exploit their internal strengths, through responding to environmental opportunities, while neutralizing external threats and avoiding internal weaknesses. By delivering the desired content that members (subscription based customers) want, often referred to as populist Murdoch truly has exploited his organisational strengths. As discussed, he often takes external opportunities. It is arguable that beyond neutralizing threats he is his competitors threat and in external issues his political manipulation has helped him significantly. Theoretically speaking, News Corp should have a sustainable competitive advantage. However, the resource-based model (Barney, 1991) suggests that a resource to generate sustainable competitive advantage must be valuable, rare, imperfectly imitable and without strategically equivalent substitutes. Murdochs strategies have been rare to say the least, unexpected in many ways since he has never let anyone else to know about them and imperfectly imitable due to his power and the size of his company which makes for the competitors it difficult to follow him. However, he is wasting the most important resource by ignoring it as an asset: human resource. The size of his company is greater than most in the sector, having 47,300 employees (CNN); but taking into account his leadership style it is hardly a surprise that for him, employees are not a resource nor an asset. Emotional Intelligence Emotional Intelligence is an aspect that have been gaining importance as it has been recognised as a key factor in relationships and leadership. Goleman et al, (2002 p.3) highlight that No matter what leaders set out to do whether its creating strategy or mobilizing teams to action their success depends on how they do it. Even if they get everything else just right, if leaders fail in this primal task of driving emotions in the right direction, nothing they do will work as well as it could or should. There are four aspects enclosed in Emotional Intelligence, also referred at as Leadership Competences: Self-Awarness, Self-Management, Social-Awarness and Relationship-Management. Self-management clearly is not part of his strengths as he uses to terrorize his employees without stopping and thinking. Social awareness is also missing in his managerial skills as he does not care about what people feel nor try to listening to them. As CEO he is feared rather than respected. His mood and behaviour influenced his treatment toward people. His management of himself and his relationship with people is a clear sign of his poor in emotional intelligence both, in personal and social competence. Relationship management is the result of understanding people and treating them appropriately, according to Bradberry and Greaves (2009); this is clearly a characteristic that Murdoch lacks. In research published in 2005 by Harvard Business Review entitled Heartless Bosses focusing on emotional intelligence, they took a sample from different industries, levels in the organisations and continents. The results showed the lowest average emotional intelligence at CEO level which points out a generalised weakness in this field as a managerial skill. However Murdoch is still an exceptional case. Management Style Murdoch is a recognised manager, who gives results to the shareholders. But analysing in detail, he is managing only the numbers, financial capital ignoring human capital. In this style, some of his approaches are successful while some others are not. For instance, Templar (2005) cites Follow your instinct/ gut instinct and learn from your mistakes as two of the rules of management, but also create a good atmosphere which Murdoch is absolutely not doing. Handy (1995), defines four types of Managers depending on the culture of the organisation: Zeus: The club culture Apollo: The role culture Athena: The task culture Dionysius: The existential culture Murdoch, seems to be a Zeus Manager, a strong leader who likes power and exercises it. However, different to Handys relationship between managerial style and organisational culture, News Corp is better described as a Role Culture or Role Tribe as will be discussed later. To understand why Murdoch share most of his managerial characteristics with Handys Zeus, is worthwhile to look at the following comparison: HOW TO REFERENCE IT:? IT IS FROM THE BOOK GODS OF MANAGEMENT, PAGE 90. DIAGRAM BASED ON KNOW YOUR OWN PERSONALITY EYSENK HR Management in News Corp Performance Appraisal Murdoch is an authoritative person, a control freak, who principally emphasises his employees performance based around his own yield as a Key Performance Indicator (KPI). But if someone did not perform as he liked, then they were fired for not meeting his personal standards. Theory highlights that KPI should help to measure performance reflect on organisational goals and evaluate success or progress. These should be quantifiable and periodically assessed. None of these characteristics can be attributed to Murdochs performance analysis. The case study points out that News Corp HR Systems were poor. With very poor performance appraisal systems and with no annual reviews of staff and no process by which talented people could be promoted this reflects a significant and inappropriate lack of development plans. Early in News Corp launch, Murdochs approach to HR could have been acceptable but in todays fast changing environment, employees are more demanding and relevant theory about good HR practices is being championed by companies, making the leadership style that has been used in News Corp potentially not longer sustainable. Recruitment and Selection Academic literature suggests that a core theme in HRM practice is that people are central to the organisation and it should focus on values and the individual. Human resourcing is often described as a strategic activity, where people are an organisations most valuable asset, and represent the long-term future of the company. Murdochs style is not HR focused. However, some of his practices could be in fact matched with successful HR practices, for instance part of his success could be due to the News Corp selection process. He might not have an HR development plan, but what is clear is he has placed the right people in all his companies, perhaps people with the right skills, knowledge and competences that contribute to the strategy of the organisation. For a global company like News Corp, hiring the right people is crucial. From the potential employees point of view it could be desirable to develop a career there, as they can be involved in the glamour of media in a well-recognised company, thus it is likely that qualified professionals are available for the selection process. However, as News Corp has no performance measurements defined, it is difficult to expect that they have a recruitment criteria established based on measurements that they can apply further. Also it could led to think in Golemans (2002) suggestion Just because a particular executive is the most visible, is he the person who actually leads the company? A CEO who heads conglomerate may have no followers to speak of; rather its the division heads who actively lead people and affect profitability most. Relationship management It is also crucial to remember that the establishment of mutually agreed expectations during selection forms part of a psychological contract, which will strongly influence an employees attitudes and feelings about the organisation (Bratton and Gold 2001, p201). Handy (1999) had referred to this as the secret contract. Every time Murdoch disrespects his employees he is breaching this contract, affecting the labour environment and probably the desire of their employees to stay in the company. In the long term this directly affects costs as recruitment is an expensive process which apart from valuable time, includes use of instruments and training costs. Culture and Ethics A remarkable aspect in Murdochs managerial life has been his ability to integrate different cultures of the acquired companies easily into News Corps as the case states. This is not an easy issue but he has managed it successfully. Culture is a very complex matter of study, especially in non-written aspects, such as assumptions, beliefs and values. But News Corps culture is even harder to understand because of its size and unique characteristics. Some aspects of News Corps culture are noticeable, for instance, behaviour in terms of the relationship between management and employee, this includes a clear lack of development and training. According to the literature available, there are 4 types of culture, one of which is control culture, the framework for News Corp, constantly seeking operational excellence. These organisations have a planning discipline, leadership is a function of authority and decision making is directly related to job role. Handy (1995, 1999) lists this culture types as tribes: The club tribe: centralised, surrounded by circles of intimate and influence. The role tribe: organisations are set of roles or job-boxes, joined together in a logical and orderly fashion. Communications are formalised, as are systems and procedures. It is all managed rather than led. (Handy, 1999, p148-149) The task tribe: individuals cab be allocated in different tasks and projects The person tribe: put the person first than the organisations purpose. News Corp, then, is a Role Tribe. Part of culture analysis refers to communication and behaviours. From ethics, a clear dissonance is reflected between what News Corp as a company promotes and the way Murdoch behaves. Ethics is defined as the study of what is right and good in human conduct and the justification of such claims (Lucas et al, 2006) and business ethics as the study of the conduct of people in the business context. The dissonance can be seen through their communication as they have policies about ethics published for all their employees and for the CEO, yet Murdoch has been accused as having downplayed market news and created a monopoly in media all contradicting many of the policies. They also have competition policies, as referred to in their website, but interestingly he changed the prices of his news papers to destroy competition. Some analysts have also questioned behaviours such as supporting George Bush in his war determination arguing a benefit for the economy as oil were down in prices. Literature available, suggests four considerations in describing ethics in an organisational context: Beyond self-interest, universalised, defendable and action-guiding. The actions taken by Murdoch hardly seem to be beyond self-interest and his treatment among employees in not universalised as is influenced by his mood and demeanour, as discussed earlier. Leadership Analysis Leadership Vs management Murdochs leadership style plays an important role in News Corps overall analysis. He has taken the company where it is now but at the same time he has lost the opportunity to create commitment among his employees sharing his vision and engaging them in the process. For the leader who wishes to increase legitimate power, a long term commitment is required. Trust in relationships, which is the foundation of legitimate power, cannot be fabricated ad hoc. (Covey, 1999 p105) Distinctions between management and leadership need to be assessed. Kotter (1996, cited in Bratton and Gold 2001) explained that the main function of managers is to create plans while the main purpose of a leader is to create a shared vision and a strategy to achieve it. Managers control and probelm-solve, leaders, on the other hand, motivate and inspire. A balance is therefore suggested in order to provide effectiveness in a company. The literature available cites that a manager executes a plan and delivers the goals of the business. Is strong in process and systems, producing key results expected by stakeholders. On the other hand a leader is visionary, envisions where the company should be heading and inspires those in the company to make the vision their own. A good leader has excellent people skills, communicating, convincing, persuading, inspiring and motivating. From this perspective, News Corp is suffering from the first of seven chronic problems in organisations cited by Covey (Appendix 3): Problem 1: No shared vision and values: either the organisation has no mission statement or there is no deep understanding of and commitment to the mission at all levels of the organisation (Covey 1999. p 165) Leadership choice Murdoch has been a highly successful manager, but lacks good leadership practice. A simple way to understand Murdochs leadership choice is also given by Covey in his diagram about the Leadership Choice. Power Process YOU Leadership Choice Principle-Centered Power Utility Power Coercive Power Honor Fairness Fear Sustained Proactive Influence Functional Reactive Influence Temporary Reactive Control REFERENCING: PAGE 106. Leadership Style Murdochs leadership choice has been through coercive power. He has created a fear atmosphere where the commitment is superficial. This definition matches with the Commanding Type described by Goleman et al, (2002) who suggest that there are six types of leadership: Visionary Coaching Affiliative. Democrat Pacetting Commanding The Commanding type is considered the least effective, which defines Murdochs style. such leaders demand immediate compliance with orders, but dont bother explaining reasons behind them. If subordinates fail to follow orders, unquestioningly, these leaders resort to threats. Accordingly, performance feedback if given at all- invariably focuses on what people did wrong rather than what they did well. In short, its a classic recipe for dissonance (Goleman et al, 2002, p76). Dissonant leadership is said by Goleman to generate frustration and resentment, all the contrary to the desirable resonant leadership. Those leaders usually focus only in financial goals regardless for the long-term human cost. In the twentieth-century business, companies were mostly hierarchical and control based, just in the era when News Corp started, but now tends are different and the company has not evolved as it should. Media is a highly competitive sector and the challenges are large and significant. Murdoch has had to successfully navigate through technological changes, for example, the threat that the internet provides to printed news, economic changes globally and different business-related crises. From this point of view his style could have been successful although not appropriate. News Corps initial focus was on printed media, but in the present its main companies are television based. His assertive decisions in its core business has given News Corp a penetration of two-thirds of the population, mainly thanks to Star Network (the Hong Kong based satellite network), Fox Channel in the USA, BSkyB in the UK. It is clear that Murdoch is an excellent business men in terms of results, but, how greater could News Corp be is his leadership style were better? Goleman points out how different leaderships affect different factors in companies, such as climate, financial results, return on sales, growth, efficiency and profitability. Results show that, all the thing being equal, leaders who use styles with a positive emotional impact saw decidedly better financial returns than those who did not (p 54) A CEOs behaviour impacts strongly upon employees, as it is said by Goleman et al, (2002, p 76) Given that emotional contagion spreads most readily from the top to down, an intimidating, cold leader contaminates everyones mood, and the quality of the overall climate spirals down. Thus, News Corps employees are not likely to be committed. This could mean they do just the work they are paid for, not doing their best, nor adding value. As part of a role culture (role tribe) people just do their job, neither more, nor less (Handy, 1995) This is a failure in the psychological contract and as they are not receiving what they expect, they do not do their part. On the other hand, News Corp could experience a brain drain, strengthening competitors and making it harder for News Corp to be sustainable. News Corps organisational climate is another HR aspect that is poorly managed, being the representation of the internal environment among members of the organisation, linked to motivational level (Chiavenatto 2001). It seems to be deficient, taking into account the lack of opportunities of self-actualization, the higher step in Maslows (1943) hierarchy of needs and the relationship of Murdoch with his employees. Murdochs style seems to tend towards Taylorism rather than on relevant, contemporary, focused HR practice, as he is interested on the outcome, efficiency of the work and his employees are just a necessary medium. However, even the scientific management method proposed by Taylor (1911, cited in 12manage) gives its place to training and development in its second step which suggests that the company should select, train and develop the most suitable person for each job, again scientifically, rather than passively leaving them to train themselves Recommendations Based on the analysis outlined here for Murdochs leadership style and his management of his people the following key recommendations are suitable: Move to a more collaborative leadership style: it have been established all the implications that the current leadership style has for News Corp. By improving this core point, the company would gain employees commitment and committed employees will not just work flexibly but rather endeavour to succeed but going the extra mile in pursuit of customer service (Lucas et al, 2006) Redefine Key Performance Metrics to include development and relationship with employees. Clear measurements by which employees could be later appraised. Development plans to ensure the permanence of talent in the company and encourage them to feel ownership; The best people in any field -the talented few who contributes greatest business value- simply dont have to put up with the misery perpetuated by a bad boss. And increasingly, they leave for their jobs. People join companies and leave jobs. (Goleman et al, 2002, p 83). Also performance standards that meet organisational and personal goals, which is often know as good development Succession plan: Through development, ensure the continuity of the business once Murdoch retire, improving in HR Management but keeping the financial and business good results. The following leader should have emotional intelligence strengths as well as control capacity to handle a corporation of News Corps size. Goleman (2002, p27) cites intellect alone will not make a leader; leaders execute a vision by motivating, guiding, inspiring, listening, persuading -and most crucially, through creating resonance. Organisation Development: becoming a learning organisation which means going beyond training individuals. Training all levels in a continuous process and adopting new approaches which take into account more people rather than physical assets. Systematic processes for selection and development. Reach a balance between all the stake holders needs. Good HR practices: Establishment and empowerment of an HRM department to ensure the implementation of good practices and moreover, good fit according to the conglomerate and each organisation that composes it. It might be useful an external consultation to evaluate the situation and suggest ways. However, internal participation is crucial as they know more the company and its environment. Creating sustainable change: Leadership need to be shared in different levels. Decentralising power and looking for collaborative leaders among the company, is easier to make a sustainable change. Any change implies consequences, thus it is necessary take into account the following implications that could result of moving forward: Resources: financial and non financial Resistance: to change, from those who are affiliates to Murdochs style Processes: need to be implemented and/or improved in terms of metrics, recruitment, policies. Conclusion No one doubts Murdochs success and it is clear to see that he is likely to continue for the foreseeable future. However, sustainability could be a key issue for News Corp, as he centralise decisions and the organisation is closely tied to him as a person. He is a strong figure and when he has to retire shareholders might experience uncertainty just like is now happening with Apple, which is increasing the risk of lose shares value and company good-will due to the imminent retire of Steve Jobs. When a company is a reflect of its CEO personality and leadership, succession becomes a problem. If systems, practices and policies are not implemented now, the maintenance and future development of the organisation cannot be ensured. Next CEO will not have Murdochs leadership style and will have to seek for more collaborative approaches Contemporary thinking and new HRM approaches strongly point out that people are key; therefore a win-win approach is convenient to News Corp future development. By treating people as a resource is likely to reach their commitment and build a step to achieve sustainable competitive advantage. Murdoch have built a successful empire, the issue now is make it sustainable in the long term. If changes in core aspect such a HRM are not made now, it is not probable to happen. REFERENCES Barney, J., 1991. Firm resources and sustained competitive advantage. Journal of management, 17, 99-120. Chiavenatto, I., 2001. Administracion de recursos humanos. 5th ed. Santa fe de Bogota: Mc Graw Hill Handy, Ch. 1999. Inside Organisations. Twenty-one ideas for managers. 2nd ed. London: Penguin Books Handy, Ch. 1995. Gods of Management. The changing work of organisations. London: Arrow Books Limited. Bratton, J., Gold, J. 2001. Human Resource Management. Theory and practice. 2nd ed. New York, N. Y.: Palgrave Bradberry, T. and Greaves, G., 2009. Emotional Intelligence 2.0. San Diego, CA: TalentSmart Ingham, J. 2007. Strategic Human Capital Management. Creating value through people. Oxford UK: Butterworth-Heineman. Covey, S. 1999. Principle-Centered Leadership. London: Simon and Schuster Lucas, R., Lupton, B., Mathieson, H. 2006. Human Resource Management in an international context. London: Chartered Institute of Personnel Develepment. Goleman, D., Boyatzis, R., McKee, A. 2002. The New Leaders. Transforming the art of leadership into the science of results. Great Britain: Little, Brown. Templar, R. 2005. The Rules of Management. Great Britain: Pearson. Prentice Hall. Kolb, D. 1984. (Online) Experiential learning. Available from: http://www.businessballs.com/kolblearningstyles.htm (Acceded 2nd April 2011). Felder, R. and Silverman, L. 1980. (Online) Learning styles. Available from: http://www.mindtools.com/mnemlsty.html (Acceded 2nd April 2011). Fleming, and Mills. 1992. (Online) VARK learning styles. Available from: http://www.vark-learn.com/english/page.asp?p=categories (Acceded 2nd April 2011). Taylor, F. 1911. The principles of scientific management. Available from: http://www.12manage.com/methods_taylor_scientific_management.html (Acceded 5th April 2011). CNN (online) http://money.cnn.com/magazines/fortune/global500/2007/snapshots/6213.html (Acceded 15th April 2011). Bradberry, T. 2005. (online) Hearless bosses?. Harvard Business Review. Avaliable from: http://hbr.org/2005/12/heartless-bosses/ar/1 (Acceded 5th April 2011). BIBLIOGRAPHY Barney, J., 1991. Firm resources and sustained competitive advantage. Journal of management, 17, 99-120. Chiavenatto, I., 2001. Administracion de recursos humanos. 5th ed. Santa fe de Bogota: Mc Graw Hill Handy, Ch. 1999. Inside Organisations. Twenty-one ideas for managers. 2nd ed. London: Penguin Books Handy, Ch. 1995. Gods of Management. The canging work of organisation

Black Elk Speaks :: essays research papers

Black Elk Speaks   Ã‚  Ã‚  Ã‚  Ã‚  The book Black Elk Speaks was written in the early 1930's by author John G. Neihardt, after interviewing the medicine man named Black Elk. Neihardt was already a published writer, and prior to this particular narrative he was at work publishing a collection of poems titled Cycle of the West. Although he was initially seeking infor-mation about a peculiar Native American religious movement that occurred at the end of the 19th century for the conclusion his poetry collection, Neihardt was instead gifted with the story of Black Elk's life. Black Elk's words would explain much about the nature of wisdom as well as the lives of the Sioux and other tribes of that period.   Ã‚  Ã‚  Ã‚  Ã‚   The priest or holy man calling himself Black Elk was born in the December of 1863, to a family in the Ogalala band of the Sioux. Black Elk's family was well known, and he counted the famed Crazy Horse as a friend and cousin. Black Elk's family was likewise acknowledged as a family of wise men, with both his father and grandfather themselves being holy men bearing the name Black Elk. The youngest Black Elk soon experienced a vision as a young boy, a vision of the wisdom inherent in the earth that would direct him toward his true calling of being a wichasha wakon or holy man like his predecessors. Black Elk's childhood vision stayed with him throughout his life, and it offered him aid and wisdom whenever he sought it. It is from the strength of this vision, and the wisdom in his heart that Black Elk eventually realized his place as a leader and wise man in the Ogalala band of the Sioux.   Ã‚  Ã‚  Ã‚  Ã‚  The wisdom possessed by Black Elk is immediately present in his recollections of various lessons learned by himself and by others. These stories ran the whole gambit of life experiences from the most innocent acts of a boy in love, to the hard les-sons learned from the treachery of the whites. Through these stories a greater insight can be gained into the ways of the Sioux, as well as lessons into the nature of all men. Most important in these lessons on the nature of man was wisdom, and in all of Black Elk's recollections somewhere a deeper wisdom can be found.   Ã‚  Ã‚  Ã‚  Ã‚  The story of High Horse's Courting stands out as a perfect example of one of Black Elk's narratives. Typically, Black Elk's narratives try to bestow a lesson (or les-sons) that the listener can learn from, just as the subject of the story sometimes does.

The Usual Suspects Essay -- essays papers

The Usual Suspects When it was released in 1995, The Usual Suspects was hailed as original, inventive, and, most of all, unpredictable. Having now seen this movie well over a dozen times, I can say that its impact is just as powerful today as it was the first time I saw it. In what I consider to be the best movie-making year of all-time, The Usual Suspects nonetheless distinguishes itself from everything else, offering a fresh take on the mystery and suspense genre. As The Usual Suspects opens, we find "Verbal" Kint (Kevin Spacey, in an Oscar-winning role) the object of a police interrogation. He is one of only two known survivors of an explosive evening on a docked cargo ship, and the police want answers. Verbal was one of an elite group of known criminals involved in a police lineup in New York five weeks prior, and the rest are presumed to be dead from the previous night's explosion. From this opening interrogation, soon conducted solely by Special Agent Dave Kujan (Chazz Palminteri), we are shown pieces of the puzzle that lead to the events on the cargo ship. Five convicted felons - Spencer McManus (Stephen Baldwin, The Young Riders), Dean Keaton (Gabriel Byrne), Fred Fenster (Benicio Del Toro), Todd Hockney (Kevin Pollak, A Few Good Men *cc/fewgoodmen.html*), and Verbal Kint - are brought in to answer for charges of gun-theft, a crime for which all five profess their innocence. Crowded together in their cell, however, McManus is able to convince...

Fearful Wishing The Monkeys Paw Essay examples -- essays research pa

Fearful Wishing "The Monkey's Paw" What if in this world there is an item that can grant anybody any three wishes? There may even be serious and dangerous consequences to every wish. The strange thing about the ability to get any three wishes that one wants is that it's true."The monkey's paw" written by W.W. Jacobs uses the well known story of being granted 3 wishes but puts a twist on the story creating a horror type story. In the small parlor of Lakesnam Villa a visitor comes named Sergeant Major Morris. The Sergeant Major visits the house of Mr. and Mrs. White and their son Herbert. The sergeant pulls out the monkeys paw and talks about its magic before throwing it in the fire where Mr. white takes it out so that he could keep and use the monkey's paw. One should work for what he wants not wish for it but if one does then be careful what you wish for. If the wish is free then there must be a consequence because nothing is truly free. Mr. and Mrs. White are sitting there at their piano and Mr. White wishes for two hundred pounds with the monkey’s paw. The next day Edward got caught in the machinery and died leaving his parents compensation money. His dry lips shaped the words, "How much?" "Two hundred pounds," was the answer (Jacobs 7). Mr. White wished for 200 pounds and it took a day but he got it at the cost of his son's life however. No matter how harmless the wish sou...

Drug Abuse in Adolescents

Adolescence is a critical stage of change and confusion, full of promises and challenges for youngsters and parents alike. They undergo significant changes in biology, cognitive capacity and self-image. When they exhibit complex problems such as abuse of alcohol and other drug substance, delinquent behavior, serious depression or symptoms of psychosis would definitely need family support and guidance more than ever (Snyder, 1998).The causes of drug abuse and addiction were sought in qualities of the individual and historically have included such things as moral failure, psychological distress, and genetic disposition. Methamphetamine, for example, can cause psychotic delusions including homicidal or suicidal thoughts. Long-term use of the drug can lead to brain damage, similar with Alzheimer’s disease, stroke, or epilepsy.Cocaine, on the other hand, could cause complications to heart, lungs, gastrointestinal and nervous system. This would further lead to delinquent behaviors, school dropouts and engagement to premarital sex that would affect not just the teen him/herself but his family, friends and the society as well.Excessive family conflicts, marital discord, verbal, physical and sexual abuse, early insecure attachment, poor parent/child relationships, lack of parental bonding, poor family management, lack of parenting skills and dysfunctional care giving put stress on teens which makes them vulnerable that could lead to drug abuse.The media, internets, peer pressure are also significant factors that could influence teens getting involve in drug abuse (Ashery, et al, 2000).Family-Centered treatment is offered in many outpatient settings in drug abuse treatment fields. These include public-private partnership with private programs delivering services under grants or contracts with Federal, State, or local governments. In these outpatient settings, families are often included in educational programs and individual and multifamily group therapy.In inpati ent settings, adolescents have historically been isolated from their families, often only being allowed to see them during brief visiting hours. Once the adolescent is admitted to an inpatient facility, the family is involved in many treatment activities such as educational presentation and individual and multifamily group therapy.Other settings are day treatment or partial hospitalization programs and variety of community-based self-help groups that target the families of troubled adolescents (Snyder, 1998).Drug abuse of adolescents can be prevented through strong economic base, achievement orientation, role adoptability, spirituality, extended family bonds, racial pride, respect and love, resourcefulness, community involvement and family unity (Ashery, et al, 2000).Reference:Rebecca S. Ashery, Elizabeth B. Robertson, Karol L. Kumpfer (2000). Drug Abuse Prevention Through Interventions. DIANE PublishingSnyder, Wendy (1998). Empowering Families, Helping Adolescents: Family-Centered Treatment of Adolescents with Alcohol, Drug Abuse, and Mental Health Problems  DIANE Publishing

Research of Bottled Water Essay

1.0 Introduction Water is one of the people basic needs. All people need water to survive and no one can live without it. So, they are willing to pay the money to purchase water. From the secondary data market research, most of the American consumers drink bottled water more than tap water because they feel that tap water not safe. Many companies are reputation have filtered water until pure. So, the bottled water will bring safe and attractive package that make very people when drink something that is healthy for their body (Department of Health, 2006). Besides, in order to let consumer more convenience, most of the company will provide bottled water in everywhere. Hence, all consumers will pay the attention about the bottled water. This report is to investigate attitudes towards three leading brands in a bottled water product. This is because the most important attributes in the bottled water product category, their relative influence on consumer decision making and consumer perception of the leading brands. According Ajzen (1988) and Werner (2004), Theory of Reasoned Action (TRA) is an attempt to provide consistency in studies of the relationship between behaviour, beliefs, intentions and attitudes (Ajzen 1988; Fishbein & Ajzen, 1975; Werner 2004). In TRA, there are 2 main concepts which are â€Å"principles of compatibility† and â€Å"behavioural intention† (Ajzen 1988; Fishbein&Ajzen, 1975). The principles of compatibility will require that in order to forecast a specific behaviour directed to a specific target in a given circumstance and period, specific attitudes that identify to the specific target, time and circumstance should be assessed. For the concept of behaviour intention states that a personal’s motivation to engage in behaviour is defined by the attitudes that influence the behaviour. Behaviour intention indicates how much achievement an individual would like to commit to complete such behaviour. Higher commitment which means that behaviour performs will more likely. Behaviour intention is determined by attitudes and subjective norms (Ajzen1988; Fishbein & Ajzen, 1975). An attitude refers to an individual’s perception toward specific behaviour (Werner, 2004). ‘Subjective norm’ refers to the individual’s subjective judgment regarding others’ preference and support for a behaviour (Werner, 2004). 2.1 Research Objectives The objective of this research is to investigate attitudes towards three leading brands in a bottled water product category. Besides this research also determine which of the brands in a bottled water product category that most of the consumers interested because different brands provide bottled water will affect the choices of consumers. 2.2 Research Questions During this research, there are find out the factors that affect choosing the bottled water. Besides, this research also can find out how to promoting the brands of bottled water to consumers. Furthermore, this research finds out the effective way to success the brands provide bottled water. 2.3 Significance of the Research The major significance of the study regarding the â€Å"Attitudes towards three leading brands in a bottled water product category† is hope through the research to identify the most important attributes in the particular category, their relative influence on consumer’s decision making and consumer’s perception of the three leading brands performance in term of those attributes. Attributes in the bottled water category is an important that can impact on consumer’s buying decision making. This is because the between brand’s price of bottled water is only a bit different, so most of the consumers will choose the best quality brand. Besides, the research will examined the three leading brands company able to improve their performance in order to attract more people to buy their product. 2.0 Review of Literature 3.4 Issues of using bottled water The main issues of using bottled water is because convenience. When the consumer driving in the car or hiking in the mountain, bottled water is very comfortable to supply drinking of water for them. The size of bottled water will make it easy to suitable let consumer carry to everywhere. Furthermore, bottled water can be purchase at anywhere. The consumer can buy the bottled water at convenience store, supermarket, hypermarket and grocery store. In some countries, the tap water is unsafe to drink due to water pollution and contaminants. Therefore, the Food and Drug Administration (FDA) controls the production of bottled water in order to let all people can be sure the water in the bottle is safety, cleaner and free of contaminants. In addition, the taste of bottled water is better than tap water because bottled water does not have chlorine (Melanie, N.D). When the natural disasters, it may be cause water pollution, which mean that the water supply into people home will pollute or completely non-existent. So, in these cases, bottled water will become a lifesaver for those people. As the secondary data market researcher, the tendency in bottled water consumption in the global keep increase almost ten successive years now (Rodwan, 2009). Furthermore, the price of bottled water is very cheap. Most of the consumers also can afford it. For example like the 500ml size of bottled water is about RM1.00 and 1.5 litre size of bottled water is about RM2.00. Compare with soft drink, there are more expensive than bottled water and unhealthy for consumer body. Therefore, this is a reason why most of the consumer will purchase bottled water. Lastly, the bottled water can be reduce, reuse and recycle (3R). Therefore, the bottled water can save the environment and clean. Most of the shopping centres, they will put a recycle bin in order to let consumer convenience to drop their bottled water when they are finish their water. Besides, most of the consumers will purchase bottled water and refill it from the tap water in order to save cost and the environment. 3.5 Consumer buying behaviour The consumer buying decision is very important. Understanding the consumer buying behaviour is not very easy. Consumer buying behaviour is referring the people make the decision buying process of the end consumers like personal and household who buy goods and services for own consumption(Kotler, Armstrong, Wong & Saunders, 2008). According to marketing guru Philip Kolter (2008), consumer will pass through several stages before buy the goods and services. Some consumers will vary their decision making is because in age, education level, tastes, income, and other factors. Some consumers will vary their decision making is because the brand name, quality, reputation, and price. Consumer behaviour will cause the consumer characteristics and the consumer buying decision process. There are 4 main factors in consumer characteristics such as cultural, social, personal and psychological. The culture is the most basic cause the consumer wants and behaviour. Every group or society also have a culture and cultural to cause on buying behaviour decision may vary greatly from country to country. Furthermore, each culture has contains subculture such as racial group, religion, nationalities and geographic region. Most of the subculture will emphasize the market segments. Therefore, the marketer must often to design product in order to fulfil their needs. Moreover, social class is also one of the factors to influence consumer buying behaviour. For the social class, there are contain high class, medium class and lower class. The marketer must to understand which social class is their target market. This is because when the product is high price, lower class people won’t purchase it. For the social factors, there are include small groups, family and social roles and status. The social factors are one of the factors to influence consumer behaviour. Most of the small groups influence consumer behaviour. The marketer should identify the group of their target market. Furthermore, family is strongly affecting consumer behaviour. The marketer must to make husband, wife, and children interested on the product in order to increase rate of success. Besides, the position of person in each group can be defined to roles and status. The personal factors also are one of the factors to influence consumer behaviour. The personal characteristics like age, lifestyle and occupation. The buyer age will related with tastes in food, cloth and recreation. The marketer must to develop marketing plan for them. Moreover, the lifestyle will vary is because the age. Some consumer will like to eat McDonald, but changes along with age, the consumer will change their lifestyle and dislike to eat McDonald. Besides, the marketer must to focus on occupation factor. This is because a buyer occupation will influence the goods and services purchase. The marketer must to know which occupation will more purchase which product. Furthermore, psychological factors also can influence consumer buying decision which is motivation, perception, learning and beliefs and attitudes. For the consumer perception, they are obtained information through their 5 senses such as touch, sight, smell, taste and hearing. Therefore, they will follow their perception do a final decision. Besides, some of the consumer will do a decision making through learning. For example once the consumer has tried Starbucks coffee, they will consider their next purchase based on the first experience. The consumer buying decision process have 5 stages which is need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour. For example like the people recognition want to buy something. Then the people will do information search. They will obtain information from other people such as family, friend and neighbours. Besides, they also will obtain information from commercial sources like advertising, salesperson and websites. All of information will be used to evaluate of alternative which brand should to choose. After evaluation, the people already have purchase decision. After purchase the product, the people will be satisfaction or dissatisfaction post purchase behaviour of the marketer. If the marketer have given the people after sales services, the people will satisfaction when purchase that product. 3.0 Methodology 4.6 Problem Statement In this research, the marketers should identify the factor influence choosing the shampoo. Furthermore, the marketers also should identify the consumer buying behaviour process when buying shampoo. Lastly, the marketers should identify the effective way to improve quality of shampoo. 4.7 Sampling Technique Adopt a good sampling technique, it is one of the important cannot be overemphasized. The non-probability sampling technique is used when the individual members of the population do not have an equal likelihood of being selected to be a member of the sampling. Normally, this technique is used is because it tends to be less expensive, fast, easier and the respondents were readily available (Castillo, 2009). Furthermore, the convenience sampling involves getting participants wherever the individual can find them and typically wherever is convenient (Sherri, 2008). This research wants a sample of 150 respondents, so the individual should stand at outside of the shopping centres and asks people who pass by to participate. 4.8 Questionnaire Questionnaire on Appendix 1 were used in this research to collect data from respondents. This research was divided into four sections at where Section 1 is respondent’s detail, Section 2 is brands, Section 3 is buying behaviour and Section 4 is quality improves. In Section 1, respondents will required to fill in their personal demographics which is gender, age, race, religion, academic qualification, occupation and income level. In Section 2, the research examined the attitudes towards three leading brands in bottled water, what are the factors that affect choosing the bottled water. In Section 3, the research will examined the consumer buying behaviour when choose the brands of bottled water, how to promoting the brands of bottled water to consumers. In Section 4, the research will examined the consumer do some quality improves, what the effective way to success the brands provide bottled water. 4.9 Method of data collection The method of data collection is used by paper based survey and face-to-face questionnaire. For the paper based survey, it will be sent to a large number of people in order to save time and cost. Most of the people are more truthful when responding to the questionnaires about controversial issues in particular due to the fact that their responses are anonymous. 4.10 Limitation of the research As the research, it is limit to the Malaysian consumer who between the age of 18 to 58 years old, because different part of world may be have different cultural factors. Besides, this research that show all the data information and result are only available in Malaysia. Furthermore, this research is only identifying the consumer buying behaviour of bottled water, because different product may different consumption pattern. Lastly, this research only selects some demographic and psychological factors. Even other types of factors also will influence consumer buying behaviour, but this research only limit two type to be investigation. 4.0 Finding Table 4.1: Demographic Factors of 150 respondents In this research, the 150 respondents have 21% female and 79% male. Besides, the age between 18-28 years old have 57%, 29-39 year old have 23%, 40-50 year old have 18% and 51-58 year old have 2%. So, from this data information can know more teenagers are like do survey. For race of respondents, Chinese respondents have occupied about half of percentage, Malay respondents have 33%, and Indian respondents have 17%. The religion of Buddha has 43%, Islam has 33%, Hindu have 17% and Christian have 7%. For academic qualification, SPM respondents have 30%, certificate respondents have 5%, diploma respondents have 29%, degree respondents have 25%, postgraduate have 8%, and others have 3%.About occupation of respondents, student occupied 63%, non-executive have 16%, executive have 11% and professional have 10%. Most of the respondents are student. Therefore, the income level less than RM1500 respondents have 63%, RM1501-RM2500 respondents have 29%, RM2501-3500 respondents have 6%, and above RM3500 have 4%. Figure 4.2: Percentage Brands Bottled Water choose by 150 respondents Figure 4.3: What type of Bottled Water normally purchased by respondents? In this research, there are 3 brands bottled water to investigate which are Sea Master, Dasani and Spritzer. In figure 4.2, the most respondents to purchase brand is Sea Master which is 55%. The Dasani brand is 24% and Spritzer is only 21%. Besides, from the figure 4.3 show most of the respondents will purchase mineral water more than drinking water. This is because they think mineral water is nature water and more healthy for their body. Figure 4.4: Factors boost respondents purchase Bottled Water The figure 4.4 show which factor will affect respondents to purchase bottled water. Bottle design have 36% is the main factor to influence respondents to purchase bottled water. Brand reputation has 21%, bottle quality has 14%, brand name has 13%, taste has 11%, and price have 5%. Therefore, the bottle design will influence consumer buying behaviour. The marketer must understand the bottle design to attract their target market in order to increase sales. Figure 4.5: Where respondents purchase bottled water? The figure 4.5 shows where the respondent will buy bottled water. Place is the one of the factors to influence consumer buying decision. In order to become successful marketer, the marketer must put their product at the right place and at the right time. From the figure 4.5, the convenience store which is 44% is most popular to purchase bottled water. The grocery store has 22%, hypermarkets have 19% and supermarkets have 15%. Therefore, convenience will affect consumer buying behaviour. Figure 4.6: Which factors will cause respondents switch cost? The figure 4.6 shows the factors affect respondents switch cost. From the figure 4.4, bottle design will affect consumer buying behaviour. Hence, bottle design also will affect respondents to switch cost. Besides, some respondents will choose bottle quality. This is because some respondents will reuse their bottle when finish water. Therefore, the marketer must understand consumer needs and wants in order to prevent customer to switching to competitor product. Figure 4.7: What respondents expected from Bottled Water? The figure 4.7 shows what are the respondents expected. Most of the respondents will purchase bottled water is because healthy. This is because most of the respondents will care their body health. Besides, some respondents will like do sport, so they need some energy come from bottled water. Figure 4.8: Pay extra for increase quality of Bottled Water Figure 4.9: Increase consumption for Quality of Packaging The figure 4.8 shows how many respondents will agree pay extra to increase quality of bottled water. 74% of respondents will agree to pay extra to increase quality. This is because the respondents will care about their health. In addition, the respondents will think money important than healthy. On the other hand, some respondents will increase consumption because the quality of bottled water. The figure 4.9 shows how many respondents will increase consumption because the quality of bottled water. The result show only 25% will choose yes. 75% respondents choose no is because quality of bottled water is only can reuse. Therefore, it doesn’t increase consumption is because the quality of bottled water. Figure 4.10: Re-use and Recycle Bottled Water The figure 4.10 shows the percentage of respondents to reuse and recycle of bottled water. As the result, most of the respondents will reuse and recycle the bottled water. This mean most of the respondents will know 3R reuse, recycle and reduce. This is because all people have responsible to protect earth. 3R will help everyone have a healthy environment and happiness. Figure 4.11: Consumption household of Bottle Water The figure 4.11 shows the consumption household of bottle water. As the result shows 33% of respondents will purchase bottled water more than their family. Besides, mother have 25%. This may be because she take care their health of family. Some respondents comment their mother will purchase 15litre per day. It is because one person at least must drink 8 cup of mineral water (Peter 2005). Therefore, respondents will purchase more water is because they take care their own body. Figure 4.12: Spokesperson will impact decision making of respondents? The figure 4.12 shows spokesperson influence decision making of respondents. 85% have agreed spokesperson will agree because respondents will think can same healthy and happiness with the spokesperson in the future. So, the marketer must hire spokesperson to help them create awareness and increase sales. Besides, spokesperson also can attract and convince more consumers to buy their company product. Figure 4.13: Recommend to friends or family The figure 4.13 shows the respondents would recommend their friends or family purchase bottled water. The result shows 84% of respondents will recommend their friends and family. This is because sharing is caring. So when the respondents caring their friends and family body health and happiness, they will share their knowledge and own perception to them. On the other hand, 16% of respondents would not recommend to their friends or family is because they think bottled water is only low involvement product. Therefore, they would not waste their precious of time to share information. Figure: 4.14: Advertisements influence Decision Making The figure 4.14 shows advertisement would impact the respondent’s decision making. In this result, most of the respondent will agree and strongly agree advertisement will influence their decision making when purchase bottled water. The advertisements will be use such as TV, radio, newspaper, magazine and broadcasting. Most of the respondents comment TV is main factors influence their buying decision. This is because the advertising of bottled water is creative and attractive. Therefore, total 62% of respondents have agreed advertisement will cause their decision making. Figure 4.15: Event and Activities impact Consumers Behaviour The figure 4.15 shows event and activities influence respondent’s decision making. As the result, there are total 56% agree some event and activities will influence their decision making. For example like promotion, role play, and some competition. The promotions such as buy 1 get one free (BOGOF), free gift and free sample. Some respondents comment sometimes the free gift and sample will impact their switch cost and influence decision making. Therefore, the marketer must create some promotional and advertising in order to increase rate of sale. Furthermore, promotional and advertising also can help company to crease brand image and long term relationship (Wayne, 1983). 5.0 Conclusion & Recommendations In this research, it can investigate the attitudes towards three leading brands in a bottled water product category which is Sea Master, Dasani and Spritzer. Besides, this research will determine which factors will impact the consumer buying behaviour. This is because the consumer buying behaviour is one of the important to increase the company sales. The marketer must understand their target market needs and wants. They need to create a business plan in order to fulfil their target market needs and wants. Therefore, the marketer wants to use consumer buying decision process which is need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour to determining the consumer. Moreover, the Fishbein model also is one of the important factors. According Ajzen (1988) and Werner (2004), Theory of Reasoned Action (TRA) is an attempt to provide consistency in studies of the relationship between behaviour, beliefs, intentions and attitudes. For the recommendation, the marketer must provide more promotion and advertising to create awareness and brand image. This is because most of the respondents will switch cost is because the promotional. Besides, water quality is also important. The marketer must improve their water quality and make sure their water is filter until pure. This is because most of respondents want healthy life. Lastly, the marketer must use the stainless steel to do bottle water. This is because 3R reuse, recycle and reduce is all people responsible. In addition, the consumers purchase will reuse and refill water again in order to save cost and reduce pollution. Finally, all bottlers of water should be controlled by a separate institute to guarantee the quality of the product and prevent misleading advertisement. 6.0 List of References 1. Ajzen, I. & Fishbein, M., 1980, Understanding attitudes and predicting social behaviour, Englewood Cliffs, NJ: Prentice-Hall. 2. Ajzen, I. 1988, Attitudes, Personality, and Behavior, Open University Press, Milton-Keynes. 3. Ajzen, I. 1991, ‘The Theory of Planned Behavior’, Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179-211. 4. B, G.D & James, J.P. 1999. Quality costing. 3rd Edition. Gower Publishing, Ltd. 5. Davis. L., 2004, Consumer Perception on Tap water, Bottle water and Filtration Devices, IWA Publishing, London. 6. Dillman, D.A., 1978, Mail and telephone surveys: The total design method, Wiley, New York. 7. Edwards, W., 1966, Some Theory of Sampling, John Wiley & Son. Inc, New York 8. Fishbein, M. & Ajzen, I. 1975, Belief, attitude, intention, and behaviour: Am introduction to theory and research. Englewood Cliff, NJ: Prentice-Hall. 9. Graham & Skinner, 1991, Handbook for Research Students in the Social Sciences, The Falmer Press: London. 10. Kotler, P., Armstrong, G., Wong,V., Saunders, J. (2008). Principles of Marketing. (5th ed.). England: Pearson Education Limited. 11. Malcolm. J., 1998, How to Collect Data: Measurement & Evaluation, ASTD Press, United States 12. Miller, K. 2005, Communications theories: perspectives, processes, and contexts. New York: McGraw-Hill. 13. Nicosia, F., 1966, Consumer Decision Processes, Prentice Hall, Englewood Cliffs. 14. Peter, T. 2005. Introduction to radar target recognition. IET 15. PeterH. Glrick, 2007, The World’s water 2008-2009: The Biennial Report on Freshwater Resources, Pacific Institute, Washington. 16. Robert, B., 1982, A Handbook of Social Science Methods, Volume 3. Prayer: New York. 17. Sherri, L., 2008, Research Methods and Statistics: A Critical Thinking Approach, 3rd Edition, Cengage Learning, p. 96 18. Simon, H. 1947, 2nd Edition, Administrative behaviour, Macmillan, New York. 19. Subhash, J. & David, G. 2012. Handbook of Research in International Marketing. 2rd Edition. Edward Elgar Publishing 20. Wayne, C.B. 1983. The rhetoric of fiction. 2rd Edition. University of Chicago Press 21. Werner, P. 2004, ‘Reasoned Action and Planned Behavior’, in S.J. Peterson & T.S. Bredow (eds), Middle range Theories: Application to Nursing Research, Lippincott Williams & Wilkins, Philadelphia, pp. 125-147. 22. Sustainabletable., 2009, The issues water, Available on: http://sustainabletable.org/issues/water/, ac cessed on 23rd March 2012 23. Anonymous, 2007, Market Research Society Malaysia, Available on: http://www.mrsm.org.my/home.html, accessed on 23rd March 2012 24. Anonymous, 2011, Water Quality, Available on: http://www.chem.duke.edu/~jds/cruise_chem/water/wattap.html, accessed on 23rd March 2012 25. Castillo, J., 2009, Convenience Sampling. Experiment Resources, Available on: http://www.experiment-resoucres.com/convenience-sampling.html, accessed on 23rd March 2012 26. Department of Health, New York State, 2006, Bottled water frequently-asked questions, Available on: http://www.health.state.ny.us/, accessed on 23rd March 2012 27. Melanie, C., N.D, Advantages of Bottled Water, Available on: http://www.ideamarketers.com/?Advantages_of_Bottled_Water&articleid=235600&from=PROFILE, accessed on 23rd March 2012 28. Peter Y., 2010, Marketing Research, Available on: http://www.slideshare.net/marcelobrescia/marketing-research-evian, accessed on 23rd March 2012 29. Rodwan, J., 2009, Confronting Challenges; U.S. and International Bottled Water Developments and Statistics for 2008. Available on: http://www.bottledwater.org/public/2008%20Market%20Report%20Findings%20reported%20in%20April%202009.pdf, accessed on 23rd March 2012 30. Sean, G., 2011, Bottled Water Scorecard, Available on: http://static.ewg.org/report/2010/bottledwater2010/pdf/2011-bottledwater-scorecard-report.pdf, accessed on 23rd March 2012 7.0 Appendices Appendix 7.1 Theory of Reasoned Action (adopted from Fishbein & Ajzen 1975) Source: http://systemscraft.wordpress.com/2009/12/30/theory-of-reasoned-action-tra-and-theory-of-planned-behavior-tpb/ (Accessed on 23rd March 2012) Appendix 7.2 Consumer Buying Decision Process Source: http://marketingfaq.net/2011/12/consumer-buying-decision-process/ (Accessed on 23rd March 2012)