Globalization Is Good

Globalization is a term used to describe the political, economic and cultural climate of today’s world. Some say it is the movement of people, language, ideas, and products around the world. Others see it as the dominance of multinational corporations and the destruction of cultural identities. Since the dawn of man, economies have been changing and expanding, but most importantly, converging. In recent years, although economic convergence has been occurring for ages, this idea has become a hot topic of political and economic debate.However one chooses to describe it, globalization is surrounded with controversy. With a discussion on globalization comes a set of competing views. Is globalization a force for economic growth, prosperity, and democratic freedom? Or is it a force for environmental devastation, exploitation of the developing world, and suppression of human rights? These two different views will be covered in this essay. The paper is divided into three different sec tions: the first one depicts the advantages of globalization. The second section provides a discussion about the treats or short-comings brought by globalization.The last part will explore the myths about globalization. 2 Globalization is a positive trend 2. 1Globalization’s Benefits for the World As we move further and further into the twenty-first century, the more clearly we are seeing the advantages of globalization. It has unlimited economic, technical, social and cultural benefits for developing countries. Globalization can mean sharing technological know-how, such as better methods of farming, or it can mean building roads or a dam to give people access to clean water or electricity. In a statistical analysis, globalization proves to have many advantages.During the 20th century global per capita GDP increased almost fivefold, the flow of private capital sharply increased, and technological innovation occurred. These are the factors of globalization and also the factors that sustain and improve standard of living. Standard of living is the most accurate measurement of a nation’s well-being. From 1960 to 1999, the infant mortality rate in Mexico dropped from 93 to 29. The life expectancy for the Chinese citizen increased from average 36 to 70 years.Even the countries of sub-Saharan Africa made improvements in infant mortality, life expectancy, and adult literacy. Everyone gains from globalization. The advantages of globalization also can be seen in the internet. Now, it is possible to have global communication. Someone in Africa can talk to someone in Canada in real time. Or, someone in the United States can email a friend in India and have it arrive in their mailbox in less than one minute. The transmission of information over the internet is making people who live in underdeveloped countries aware of what is possible.The advantages of globalization mean that news is transmitted around the world as it happens. It is a lot harder to keep peo ple in the dark about events happens in the rest of the world. The advantages of globalization on the international economy are substantial. Countries can invest in one another, loan money to one another, and develop trade with other countries. Businessmen can sell their goods in new foreign markets. The more goods that are sold, the more jobs are created. Even in economic difficulties, the world is a better place because the global market is more open and free.The movement of freedom and democracy is another one of the advantages of globalization. The world is becoming closer; all human beings share the earth with one another. It brings about cooperation in trying to make the earth a better place to live. The ultimate goal of globalization is the peace of the world–all countries becoming accepting of one another and the diversity of cultures and beliefs that exists in the world. Globalization can go beyond economic concerns to address such other issues as the environment.Whe ther it be disappearing forests, global warming, fishing laws, or helping to save endangered species of animals, people working together in a global way can have far-reaching consequences. 2. 2 The Shortcomings of Protectionism The shortcomings of protectionism can be highlighted through the basic and logical principles of free trade and comparative advantage. Comparative advantage is the idea that two parties are both better off by specializing in the production of the product that they can produce for a comparatively cheaper opportunity cost and then trading at a rate which brings surplus to both parties.For example, the United States has a comparative advantage in producing services and highly skilled labor activities; therefore, the U. S. should produce highly skilled services and import other goods and services from nations that can produce them more cheaply. It is difficult to accept the fact that manufacturing, agricultural, and other such jobs will leave the United States an d go to India, China, Russia, etc. , but one must recognize that the United States economy as a whole benefits.Comparative advantage admits to the protectionists that a few jobs are lost, but different jobs are created and the economic well-being is improved. Trade, free from tariffs, extends a nation’s surplus. Exporting and importing both have the power to hurt and benefit consumers and producers, but both yield a greater total surplus. For example, the U. S. may import bananas from Brazil because Brazilian bananas are a cheaper price than U. S. domestic bananas. At the new price, consumers gain a considerable area of surplus and producers lose some, but the total magnitude of surplus increases.When countries implement tariffs and anti-globalizing and protectionist policies, they suffer an efficiency loss, as well as a smaller surplus than trade without barriers. Brazilian producers, without tariff, enjoy a large increase in surplus, while the country’s domestic cons umers do have a small loss. Comparative advantage and trade keep economic growth. Without economic growth, the United States would lose its power on the global playing field and its standard of living. 3 Globalization is a threat to the developing countries 3. 1 The Increasing Number of UnemployedThe most important disadvantage of globalization is the increasing number of the unemployed. After the industrial revolution, some countries became a power in industry. However production decreased and so unemployment was raised in the other countries. Another reason of the unemployment rise is that the need of less manpower. Many workers found themselves suddenly unemployed, as could no longer compete with machines which only required relatively limited work to produce more product than a single worker. 3. 2 Cultural invasion Another major damage of globalization is that some cultures are getting lost.The cultures of the countries that have more economic power are more dominant than others . Because, wealthy countries produce many things that can affect cultures, for example, clothes, movies and technologic products. While the global community is increasing, more and more people have became ignorant about social, ethical and moral values which are various in certain groups. Therefore, globalization damages small cultures which are in risk of being extinct. 3. 2 difficulty of competition The final significant effect of globalization is the difficulty of competition.With globalization, trade between the countries has been started to remove limits. Enterprises have prepared the ground to be in constant competition with not only national competitors but also international competitors. Therefore, business requires being in a more rigorous and challenging competitive atmosphere to maintain continuity and development. Rising of monopole companies and trough among production costs are the main effects of this hard competition in business. Undeveloped countries choose to use f oreign capital for their improvement however it disposes the equality and stability instead. . 3 Unparalleled Growth and Inequality in Economy and Society It must be recognized that there is great opposition to globalization due to the fact that some of the data points to globalization as a force which allows for unparalleled growth and inequality economically and socially.Globalization, as an impeller of capitalization, threatens the growth and prosperity of developing nations. The idea that â€Å"the faster poor countries open their economic boarders and deregulate their markets, the faster they’ll experience the benefits of economic growth† is open to criticism. Hodari, 2002) The link between poverty and globalization is evident by the widening gap between the privileged elite and the deprived masses. â€Å"The world’s 497 billionaires in 2001 have a combined wealth of $1. 54 trillion, well over the combined gross national products of all the nations of sub- Saharan Africa ($929. 3 billion) or those of the oil-rich regions of the Middle East and North Africa ($1. 34 trillion). It is also greater than the combined incomes of the poorest half of human. †(Shah, 2005) The increase in the gap between the classes has been widening for a long time.The IMF reports that the most recent World Economic Outlook studied 42 countries, representing almost 90 percent of world population, for which data are available for the entire 20 century. It reached the conclusion that output per capita has risen a little bit but that the distribution of income among countries has become more unequal than at the beginning of the century. One reason that globalization is often blamed for the growing inequity in wealth distribution is that debt repayment in developing countries has been linked to poverty.Institutions like The IMF and the World Bank lend money to less developed countries under the condition that the countries adjust policies and cut social expen ditures. â€Å"The developing countries now spend $13 for every $1 it receives in grants†. (Shah, 2005) In addition, LCD’s accept development aid in exchange for policy intervention. The developed nations institute policies which open free markets and trade in the LDC, the imports brought into the country often lead to the decline in the export of primary commodities. The 48 poorest countries account for less than 0. 4 per cent of global exports. †(Shah, 2005)These circumstances have increased poverty in many developing countries. 4 Myths about globalization No discussion of globalization would be complete without remove some of the myths that have been built up around it: Globalization has not caused the world’s multinational corporations to simply search the globe for the lowest-paid laborers.There are numerous factors that enter into corporate decisions on where to produce products, including the supply of skilled labor, economic and political stability , the local infrastructure, the quality of institutions, and the overall business climate. In an open global market, while jurisdictions do compete with each other to attract investment, this competition incorporates factors well beyond just the wage level. According to the UN Information Service, the developed world has two-thirds of the world’s inward FDI.The 49 least developed countries account for around 2 percent of the total inward FDI stock of developing countries. Nor is it true that multinational corporations make a consistent practice of operating sweatshops in low-wage countries, with poor working conditions and low wages. While isolated examples of this can surely be uncovered, because multinationals, on average, pay higher wages than what is standard in developing nations, and offer higher labor standards. Globalization is irreversible: In the long run, globalization is likely to be an unrelenting henomenon. But for significant periods of time, its momentum can b e hindered by a variety of factors, ranging from political will to availability of infrastructure. Indeed, the world was thought to be on an irreversible path toward peace and prosperity in the early 20th century, until the outbreak of Word War I. That war, coupled with the Great Depression, and then World War II, dramatically set back global economic integration. That fragility of nearly a century ago still exists today—as we saw in the aftermath of September 11th, when U.S. air travel came to a pause, financial markets shut down, and the economy weakened. These episodes are reminders that a breakdown in globalization—meaning a slowdown in the global flows of goods, services, capital, and people—can have extremely adverse consequences. Openness to globalization will, on its own, deliver economic growth: Integrating with the global economy is a necessary, but not sufficient condition for economic growth.For globalization to be able to work, a country cannot be s addled with problems provincial to many developing countries, from a corrupt political class, to poor infrastructure, and macroeconomic instability. 5 Conclusion As globalization has progressed, living conditions have improved significantly in virtually all countries. However, the strongest gains have been made by the advanced countries and only some of the developing countries. The income gap between high-income and low-income countries has grown wider is a matter for concern.And the number of the world’s citizens in poverty is deeply disturbing. But it is wrong to draw the conclusion that globalization has caused the divergence, or nothing can be done to improve the situation. To the contrary: low-income countries have not been able to integrate with the global economy as quickly as others, partly because of their chosen policies and partly because of factors outside their control. No country can afford to remain isolated from the world economy. Every country should seek to reduce poverty.The international community should endeavor by strengthening the international financial system, through trade, and through aid to help the poorest countries integrate into the world economy, grow more rapidly, and reduce poverty. That is the way to ensure all people in all countries have access to the benefits of globalization.

Quality and Quantitative Approach in Engineering

The objective of this paper is to propose a study and discussion on the use of quantitative and qualitative approaches in engineering research methods and design. In this introduction it is to provide a thorough presentation on the aspects of qualitative and quantitative approaches for engineering research. As such, the scope of this paper covers a broad range of topics and it is important that the engineer to perform successful experiments, and it is equally important that to understand and be able to estimate the accuracy of the engineering investigations through these approaches. In the past research approaches in engineering have accumulated to a point at which the engineers and investigators have many selections. For those designing an engineering research proposal, it is recommended that a general framework be maintained to accommodate advice about all facets of the study, from assessing the general theoretical ideas behind the investigation to the detailed data collection and test procedures. Using an extant framework also allows engineering researchers to lodge their plans in design ideas well grounded in the literature and recognized by audiences that read and support the proposals for engineering research. The focuses in this paper are on the use of quantitative and qualitative approach and the comparisons and contrasts in the characteristics as well as the significances of these approaches within the field of engineering design research. 2. Background This section suggests the background and the framework of quantitative as well as the qualitative approaches for engineering research. The theoretical assumptions about what constitute the knowledge claims; the general procedures of research are the strategies of investigation; and detailed procedures of data collection analysis are called methods. . 1 Outline of Quantitative Approach to Engineering Research A quantitative approach in engineering is defined as one in which the engineer mainly employ postpositivist claims for developing knowledge. The knowledge are called cause and effect thinking, reduction to specific variables and hypothesis and questions, use of measurement and observation, and the test of theories. Quantitative appro ach employs strategies of analysis such as experiments and opinions, and collects information on predetermined instruments that yield statistical information. In this scenario the engineer tests a theory by specifying narrow hypotheses and the collection of experiment data to support or refute the hypotheses. An experiential engineering design is applied in which attitudes are assessed both and after an experimental treatment. The data are collected on an instrument that measures attitudes, and the information collected is analyzed using statistical execution and hypothesis testing. 2. 2 Outline of Qualitative Approach to Engineering Research. A qualitative approach in engineering research is one in which the engineer makes knowledge claims based primarily on constructivist perspectives and that is, the multiple meanings of individual experiences, meanings evidently and historically constructed, with intent of developing a theory or pattern, and that is issue-oriented or collaborative. It also uses strategies of investigation such as narratives, phenomenologies, ethnographies, grounded theory studies, and case studies. The engineer collects open-ended, emerging data with the primary intent of developing ideas and design from the data. In this situation the engineers seek to establish the meaning of a phenomenon from the opinions of participants. This means identifying a culture-sharing group and studying how it developed shared patterns of behavior over time (i. e ethnography). One of the key elements of collecting data is to observe participants’ behaviours by participating in their activities. For this research approach, the engineer seeks to examine an issue related to oppression of individuals. To study this, the approach is taken of collecting stories of individual oppression using a narrative approach. Individuals are interviewed at some length to determine how they have personally experienced feedback. 3. Comments and discussion Different form of investigations must be performed on all experimental data. The examination may be a simple verbal appraisal of test results or a complex theoretical analysis of errors involved in the experiment and matching of the data with fundamental principles. The discussion considers the analysis of data to determine errors, precision, and general validity of experimental measurements. The experimentalist should always know the validity of data. In order to specify the performance of an amplifier, an electrical engineer must know the accuracy with which the appropriate measurements of voltage and distortion have been conducted. A nuclear engineer must know the accuracy and precision of many instruments to make radioactivity measurement with confidence. In the quantitative approach like experiential analysis, design engineers have drawn on their own experience of designing to give explanation of aspects of design. Design researchers are also concerned about the lack of acceptance of their ideas by practicing engineering designers. By involving in the engineering research, it is more likely that the outcome of the research will be taken up because of the shared ownership of the knowledge produced by quantitative approach. On the other hand, in the qualitative approach, historical analysis is the discovery from past records a description of explanation for invention in the past. Scientists divide data into primary and secondary sources. Primary source include eyewitness and contemporary records such as instruction manuals and the personal notes. Secondary sources are summaries and reports of invention by other scientist or engineers. The role of historical analysis in qualitative approach is to provide theoretical base for the current research. Development in design due to the introduction of new technology can be compared to the development in the past. During the last decade, the strategies of investigation affiliated with quantitative approach were those that invoked the post-positivist perspectives. These include true experiments and less rigorous experiments. More recently, quantitative strategies involved experiments with many variables and treatments such as factorial and measure designs. They also included elaborate structural equation models that incorporated paths and the identification of the collective strength of multiple variables. The two critical strategies of investigation in the quantitative approach are test experiments and surveys. Experiments include authenticated test experiments, with random assignment of subjects to treatment conditions, as well as quasi-experiments that use non-randomized design. Survey includes using questionnaires and structured interviews for data collection to gather the feedback from the past records. In the qualitative approach, the experiment results those are usually rich and detailed, offering many ideas and concepts to inform consumers your new invention. Qualitative approach can display how the product user feel and think, but cannot tell how many of the audience feel and think that way. Qualitative approaches in research results are considered thought of as themes; they should not be reported as percentages, subjected to statistical analysis or projected to a wider population. The main reason is because the participants do not make up a randomly selected representative sample and not all participants are asked exactly the same. This approach offers flexibility as far as timing is concerned and exhibits an important challenge for engineering design. 4. Conclusion The following points can be considered and taking note when using the quantitative and qualitative approaches for engineering research: 1. Examine the data for consistency. No matter how hard an engineer tries, there will always be some data points that appear to be grossly in error. For instance, if adding heat to a container of water, the temperature must rise, and so if a particular data point indicates a drop in temperature for a heat input , that point might be eliminated. The data should follow common sense consistency. If many data points in the experiment fall in the zone of â€Å"inconsistent†. The entire experimental procedure should be investigated for gross mistakes and miscalculation. 2. Perform a statistical analysis of data. A statistical analysis is only necessary when measurements are tested several times. If this is the case, make estimates of such parameters as stand deviation or etc. 3. Estimate the uncertainties in the test results. The engineering researcher should bear in mind the influence of different variables by the time the final results are collected. 4. Anticipate the test results based on theory. Prior to obtaining correlations of the experimental data, the researcher should review the theory affiliated with the subject and glean relevant information that will indicate the trends the results may take. Critical dimensionless groups, pertinent functional relations, and other information may lead to a fruitful interpretation of data. 5. Correlate the data. The investigator should make sense of the data in terms of physical theories and on the basis of previous experimental work in the engineering field. The test results should be analyzed to display how conform to or differ from previous investigations or standard that may be employed for same measurements. In quantitative approach, the experiments are number-based whereas the qualitative approaches are text-based. Statistical test are used for investigation in quantitative method and more in-depth information on case study of a qualitative method for research in engineering. The main aim in the use of quantitative approach provides observed effects that are interpreted by engineers of a test program on a problem or condition whereas the main function of qualitative approach is more subjective and that is, solving a problem or condition from the point of view of the past experience. In conclusion, both quantitative and qualitative approaches are valid and reliable. However, the use of quantitative approach accounted largely for the measurement device and engineering instrument employed. This offers heavier time expenditure on the planning and lighter on the analysis phase. The use of qualitative approach depended largely on the skill and rigor of an engineer, and that allows the engineer a lighter time expenditure on planning end but a heavier during the investigation stage.

Mcdonald Essay

McDonald’s is comprised of more than 30,000 local restaurants and serves 52 million people in more than 100 countries each day[1]. The company is the largest food retailer in the world and is part of the American way of life. In order to remain competitive and an iconic American institution, McDonald’s has developed programs and strategies for motivating employees and teaching leadership. As a result, our group believes that McDonald’s presented an excellent opportunity to observe organizational behavior in action. In this observational study, we sought to discover what leadership techniques and group skills were actually practiced by McDonald’s employees. Our field study entailed visiting four different McDonald’s stores in the greater Rochester area during distinct shifts ranging from early morning to late night. During each visit, a group member made a purchase and sat at a table where one could observe the behavior of managers and employees and customer interactions, without interfering with normal operations. Due to the fact we were restricted to a small sample of McDonald’s restaurants, we could not capture the complete spirit of the corporation. However, we were able to relate our findings to leadership and organizational behavior theories and some of McDonald’s corporate values. Through a series of observations and corporate research we discovered that McDonald’s employees demonstrate quality leadership and that the organization as a whole puts significant effort into motivating and working for its employees. Corporate & Work Culture When analyzing an organization’s leadership and teamwork skills, it is useful to first analyze the organization’s work culture and how this culture is maintained. The work culture of McDonald’s seems highly dependent upon the particular line manager in charge at any given point in time. One would imagine that the manager would almost always use position power and would use a telling style of leadership since the typical employee is young or inexperienced. Indeed, some managers were observed as running the operations in a machine like manner, especially during peak business periods. However, in the majority of cases the managers were relatively relaxed and sometimes were indistinguishable from the other employees. One manager in particular used a selling approach, which indicates a higher readiness level of her team  (Daft, 2008, p. 73). She did not simply give orders, but accepted feedback and alternatives to her decisions. While it was obvious she was the manager, her team was obviously in the later stages of development and was comfortable outside of their predefined roles. ntroduction For our project we have decided to analyze McDonald’s. We propose to look at how McDonald’s has attempted to change their image through marketing strategies over the years. They have done this in a variety of ways, not just with their products. For example, they changed packaging on their products to become more environmentally safe. They have also created new menu items in the past 10 years in order to offer some â€Å"healthy† options to those watching their waistlines. This is an effort to appeal to customers who might have disregarded McDonald’s in the past because of traditional stereotypes. They have done this in a variety of ways using the four P’s and  are attempting to change  society’s perceptions. Many people today are unhappy with McDonald’s and their â€Å"unhealthy† food, and we were interested to see if the current marketing strategy that McDonald’s is using is creating a positive change for the company. History McDonald’s, now known world wide as one of the major powerhouse’s in the fast food industry, began in  San Bernardino  on May 15, 1940. It originated as a barbeque restaurant under the ownership of brothers  Dick and Mac McDonald, and soon evolved into a teen hangout generating 80% of its revenues from hamburgers alone. In 1948, McDonald’s switched gears and increasingly targeted the young family market, developing its operation concepts around speed, lower prices, and higher volume. They ran under the slogan of â€Å"speedy service systems,† selling their hamburgers with fries for an astonishing 25 cents. In 1954 Ray Kroc, a previous restaurant owner, saw potential for growth in the company and capitalized on it convincing the McDonald brothers to franchise the company with his financial support. In 1963 McDonald’s introduced Ronald, a fun loving clown, to promote their restaurant  as a family establishment,  and he became a huge success. In fact, Ronald is now an icon symbolizing the McDonald’s firm. As the restaurant continued on its upward spiral toward success, they decided to go public for the first time in 1965 offering one hundred shares of stock for $2,250 dollars. In today’s market, that is equivalent to 74,360 shares worth over $1. 8 million  (www. mcdonalds. com). In effort to give help to those who are in need, McDonald’s collaborated with the Philadelphia Eagles’ Fred Hill and created the Ronald McDonald House in 1974. At the house, families of critically ill children are given a home away from home while their kids are treated. Today,  McDonald’s is the leading foodservice retailer with more than 30,000 locations in over 119 countries, and  is  a symbol of American culture. Historical  Reputation McDonald’s was the first fast food restaurant on the scene. There have been many imitators over the years, but it has historically been number one. Since its first opening in 1940, the business has boomed into an international craze. Historically, McDonald’s has been viewed as the pinnacle and one of the defining features of the American lifestyle. Burger, fries, and a Coke were the traditional meal. Once it spread globally, it boomed into popularity because other countries wanted to be associated with the successful image of the â€Å"American dream†. It was not until recently, within the last 15 years, that people began to question the health and safety of the fast food industry, and have been focusing on McDonald’s because it is an easy target. When a company is that large, it is a natural target for  inner directed  consumers, and those who wish to upset the conformist lifestyle. Reputation Today Though all this talk about â€Å"poor health† and â€Å"risk† associated with McDonald’s seems bad for the business, we set out to see if it was really hindering their success today. McDonald’s is, after all, still the most prevalent and recognizable fast food establishments in the world. The health aspect  has actually spread out of the  United States  and become a global issue. According to All Headline News, McDonald’s saw a profit loss of 14 percent last quarter. It was the biggest loss the company has had since 2002. This may seem like an indication of their dropping popularity; however it was actually not related to their customers’ atisfaction (or lack thereof). According to the company, their loss reflected a large tax benefit it received over a year ago, and that sales have actually been going up over the last 35 months due to  a series of successful new products, extended hours, restaurant renovations and allowing customers to pay with credit and debit cards. As stated before,  McDonald’s is the worlds leading fast food restaurant and is globally recognized. With over tens of thousands of stores spread across 119 countries, McDonald’s serves an astounding  50 million  customers daily(www. mcdonalds. com). With such an extremely large consumer base, it is crucial  that they know and understand how their customers feel regarding the overall satisfaction of the McDonald’s experience. The type of experience McDonald’s offers to its loyal consumer is, on the majority, rated high in overall satisfaction. The  reasons McDonald’s consumers are loyal  to McDonald’s  and not to its competitors are many. First, McDonald’s has recognized the importance of diversity and its impact within company strategy. They have  done an excellent job in implementing a multidomestic strategy to ensure the loyalty of its customers and their changing wants and needs. This is shown through their diverse menu options around the globe. For example, McDonalds’ restaurants  inIndia  created a vegetarian sandwich in order to cater to  their  need of not eating beef. By increasing the number of segments they can market to, they are able to reach more people. This is only one example of many on how McDonald’s has met the needs of its customers. McDonald’s provides a positive and caring attitude towards the community of which it serves. McDonalds’vision states that â€Å"We are not a hamburger company serving people; we are a people company serving hamburgers†. With a vision so clearly committed to people, customers have responded  by continuing to keep McDonald’s  number one. Other aspects of the McDonald’s dining experience show why their customers continue to hold their reputationhigh. They use things like the dollar menu, playgrounds, endorsements, and charities all add to create the overall satisfying experience. These things overshadow the health risks that are a large issue in today’s American society. Through the information we have found, McDonald’s is still popular because it is about convenience and fast food. Until people are willing to wait longer to eat and pay more for healthier food, it will still be one of the leading chains. So,  does it seem  that they are repairing the damage done by the â€Å"health nuts†? On the contrary, they may have maintained their customer base through smart advertising and marketing but are still not popular with many people. They are such a large and conspicuous company that many people find it easy  to blame them for problems. Inside theUS, they are the target for various causes such as anti-globalization groups and environmentalists who believe their packaging is creating excess waste. It has also been accused of being heavy-handed in its retaliations to these protests, giving it a somewhat  bully image. Outside of the  US, McDonald’s is still widely pervasive in most countries, all of which have local owners. Yet, it finds itself a symbol of American domination of economic and natural resources. There are also many urban legends about its food and company, and it is a target for unusual lawsuits. Customer Base This is not to say that all people hate McDonald’s. Their website claims to serve over 50 million people per day. Who are McDonalds’ customers? Stereotypically they are overweight, lazy, and unhealthy people (men, women, and children). This could be adding to the social stigma surrounding McDonald’s and adding to their unhealthy image. One crucial group is what they call the â€Å"heavy hitters†. These are men 18 – 34 years old, who eat at the restaurant three to five times a week. These men actually only make up about 20 percent of the customer base, but account for nearly 70 percent of the visits to the chain  (Alexander, 2004)! However, McDonald’s decided to phase out the â€Å"Supersize Option† on its meals in 2004, which could be alienating this group. It is important to keep this group because they bring profits way up by increasing margins on sales. The change was implemented when McDonald’s began to focus more attention on attracting moms and health-conscious adults. Target Market Traditionally, and still today, McDonalds’  focus in advertising, marketing, and design has been children. This is obvious with their PlayPlace, Happy Meals, and character Ronald McDonald. They actually introduced Ronald as a way to draw families into the restaurant. In recent years, McDonald’s has also been increasing their marketing toward mothers. This makes sense because they have to also draw the moms into the restaurant, where the kids want to go. They are almost a  small addition to the child market. They use a variety of marketing strategies to attract children, moms, and families in general. Promotions and Current Marketing McDonald’s is actively working to change their image to a healthier one. Gone are the days where hamburgers are the key advertising attraction. People already know McDonald’s; in fact the golden arches are the single most recognized symbol around the world, even before the cross. They have completely saturated the market to the point where you can now even order a  Big Mac  while shopping at Wal-Mart. Their problem, however, is their battle with health critics and customers filing lawsuits about their unhealthy products. This negative publicity is shaping some stereotypes around the company which they want to change. As we know, perception is reality. The American public sees McDonald’s as a restaurant  that is as unhealthy. Americans don’t go to McDonald’s with visions of healthy food dancing in their heads. Some don’t even go to McDonald’s at all. So how does McDonald’s get them back? This is an immense project that may also never be a successful one. it’s what i eat and what i do†¦i’m lovin’ it The most recent way that McDonald’s has tried to create a healthy image is their new marketing campaign titled â€Å"it’s what i eat and what i do†¦i’m lovin’ it. †Ã‚  The campaign is meant to build upon their global marketing campaign, â€Å"i’m lovin’ it,† which was launched in September 2003. It is designed to â€Å"tie all our balanced, active lifestyles messages together,† said McDonald’s CEO Jim Skinner (Press Release, 3/08/05). The theme highlights the â€Å"important interplay between eating right and staying active. †   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Throughout all of the press releases and media material that we found on McDonald’s corporate website there was one common phrase: â€Å"balanced, active lifestyles. †Ã‚   It is their new platform and it consists of three pillar ideas: increasing menu choice, promoting physical activity, and providing more accessible information. In the next few paragraphs we will illustrate just exactly what McDonald’s is doing in their marketing campaign to address these three pillars. The most recent example of the first pillar,  increasing menu choice, is the introduction of the new Asian Chicken Salad. McDonald’s is both expanding their menu and increasing the availability of â€Å"healthy† foods. Advertisements for this new salad are everywhere. Signage is present outside the restaurants,  on street banners, and even  on the windows and near the registers. One food bag also featured the new Asian Chicken Salad as part of a GoActive! Happy Meal. We even saw a couple different versions of advertisements on  television  for this salad as well as an ad in â€Å"InStyle† magazine. It  is their newest healthy item. Other recent menu additions were also â€Å"healthier† choices such as Premium Chicken sandwiches and other premium salads. The second pillar of this campaign,  promoting physical activity, is also evident on bags, cups and signage in each store. The bags that hold food orders no longer have hamburger ads on the outside. They  now feature images of people leading â€Å"balanced, active† lives. On one bag, a woman is doing yoga with a caption saying â€Å"being good to myself has never been easier†¦i’m lovin’ it.    This lady is sending a message that she  thinks it is easy to maintain her healthy lifestyle by eating at McDonald’s. Physical activity is also promoted through the introduction of four different 15 minute workout DVDs that you can get when you buy the GoActive! Happy Meal that includes a salad and a Dasani bottled water. During the Winter Olympics in  Torino, many Olympic athletes were also featured on McDonald’s bags with motivational messages about their active lives. McDonald’s is doing everything they can to broadcast images of healthy active people and associating them with McDonald’s. The third and final pillar,  more accessible information, is evident in McDonald’s new packaging concept that will provide nutritional information on individual food boxes. McDonald’s has a â€Å"30 year history of providing nutrition information to customers,† but as recent lawsuits against McDonald’s and scenes from the movie â€Å"Super Size Me† suggest, they have room for improvement (Press Release, 2/0706). The lawsuits against McDonald’s claimed that the plaintiffs were obese because they were unaware of the nutritional content of the McDonald’s food that they were eating. Whether that is believable or not, McDonald’s was forced to make a move. They were lucky that these lawsuits were thrown out due to the fact that the plaintiffs could not prove that McDonald’s was at fault, but what if the next plaintiff had a better case? McDonald’s has to be on the defensive. Therefore, McDonald’s is moving nutrition facts straight to the box. Not only does each box  have the nutrition facts table,  but McDonald’s also chose to highlight the five most relevant indicators that customers can understand: calories, protein, fat, carbohydrates, and salt. These five indicators are presented in a different color, while the nutrition table is presented in plain text. The only packages that will not feature nutritional information will be those used in short-term promotions and wrappers and containers that are used for multiple products. In those cases, customers will be referred to McDonald’s websites and in-restaurant brochures. Marketing for Children Another part of McDonald’s push toward â€Å"balanced, active lifestyles† also includes their interaction with children. Kids are a huge market that McDonald’s caters to and has done so for many years. Parents often take their kids to McDonald’s because it is often the only indoor play area around, and also provides a quick, convenient, and fairly cheap meal. In a country where everyone is busy with work and shuttling kids back and forth to soccer practice, a quick meal is invaluable. The kids are fed and are able to run around and play at the same time. McDonald’s is finally aware of their hold on kids and how this hold is affecting the health of American kids. Because of this, McDonald’s is now using Ronald McDonald as an advocate for balanced, active lifestyles. The goal is to have him inform both kids and families around the world about the importance of eating healthy and staying active. In the fall McDonald’s plans to release the first two in a series of DVDs featuring Ronald McDonald, these DVDs are meant to show kids â€Å"how much fun they can have when they activate their bodies, their minds, and their imaginations†(Press Release, 2/07/06). New â€Å"Healthy† Products Over the years, McDonald’s has also introduced a variety of new products to combat the image of unhealthiness. These have worked to diversify their menu, but have not made much of a difference in the perception of the restaurant. Some of the new items include the Premium Salads, Premium Chicken Selects and Chicken Sandwiches, bottled water as a substitute for soda, Low-Carb options for normal menu items, the Apple Dippers and fruit bags, and the Fruit and Yogurt Parfait. Beside  reminder ads,  McDonald’s is currently spending the majority of its advertising budget on these new products, and still sell more double cheeseburgers than all of them combined  (Warner, 2006)! In fact, though they are marketed as healthy but a Chicken Caesar Salad with dressing at McDonald’s actually has more calories from fat (270) and percentage of daily sodium (64%) than a  Big Mac (270 calories from fat, 42% daily sodium) (Nutrition, 2006). The Olympics Partnership The Olympics have a long lasting reputation for their presence and involvement with sports and collaborations with corporations for sponsorship and advertising opportunities. Because the Olympics have such a profound impact worldwide on individuals, it is not surprising that the marketing element in the Olympic  Games  is so prevalent. With the Olympics being a globally viewed event (over 2 billion) in over 200 countries, marketing throughout the duration of the games can generate mass publicity leading to greater profits  for the sponsors. Sports  also  play a role in millions ofpeople’s  lives around the world. It is one arena of life that the mass media also finds  significant;  implicating the obvious reason that marketing through the Olympics is a golden opportunity. Other than being a company who markets their product via commercial or some other media outlet, sponsors of the official Olympic  Games  contribute a great deal in understanding the entirety of how corporations are involved with the Olympics. Sponsors show their support to the Olympic  Games  by providing financial and other resources to give their image a positive boost. McDonald’s has latched onto this sponsorship idea, and began sponsoring the Olympics in 1976. It is important to understand how the Olympics affect their sponsors and vise versa, which explains the in depth explanation of the Olympics. McDonald’s was in  its  rapid growth stage  as  America  was embracing the experience that McDonalds offered; inexpensive food and quick, friendly service. As McDonald’s was becoming a familiar household name throughout the country, so were  the Olympics. When  they became an official sponsor, it was most definitely the merging of two huge forces, and became a long lasting relationship. McDonald’s today continues to show the Olympic  Gamestheir committed support, and uses their relationship to promote its new â€Å"healthy† image. McDonald’s  CEO  had this thought on their involvement with the Olympics, â€Å"Our McDonald’s restaurant teams have always shared many of the same ideals as the Olympic team. They include excellence, teamwork, and being your best. For more than 30 years, we have been a proud sponsor of the Olympic movement, a partnership that directly aligns with our ongoing commitment to help people live more balanced, active lives†. Not only is McDonald’s a devoted and veteran sponsor, they hold the position of being the top sponsor of the entire â€Å"Olympic movement†. Although McDonald’s has had a long run as being the top sponsor to the games, it will come to an end when the 2012 London games take place, for  their sponsorship will cease. We haven’t found the reason behind the decision which is surprising because it is a significant one. McDonalds’sponsorship with the Olympics has provided many positive outcomes for both parties. Having a close affiliation with the Olympics altered the way that the public perceives McDonald’s, which was what they were  hoping for, especially in the last decade. The question is, has their sponsorship changed the company or how the public perceives it? The essence of the Olympics is about fitness and bringing together the best of the best, two very important values. As McDonald’s became more and more aware of their customers increasing interests in a more healthy diet, they began to change their strategy fast. McDonald’s also realized that the affiliation with the Olympics alone could help make their transition to a more health conscious restaurant more visible. So,  McDonald’s began promoting the sponsorship by adding it to their packaging, voicing it in their commercials, and  in  other media outlets. By doing so, people started to view McDonald’s in a healthier way, through a small  halo effect. The affiliation between the two also intertwined the  values  of health  between both the Olympics and McDonald’s. In other words, some people started to think of McDonald’s as being the best in the fast food industry,  and also purchasing the â€Å"healthy† items. Although this was only the first step McDonald’s took toward changing their image, it was one that had a lasting impact. Recently, McDonald’s has become aware of the increasing health conscious public and has tried to adapt accordingly. They have incorporated many different campaigns to capture and promote the essence of healthy living. As stated before, among these include the sponsorship with the Olympics, offering a line of products which are marketed to the health conscious customers, endorsements with super-fit celebrities,  collaboration  with other health-oriented products such as bottled  water, and also the introduction and promotion of the GoActive! Campaign. This campaign is headed by a famous celebrity fitness trainer, Bob Greene, and has been named â€Å"The GoActive! American Challenge†. GoActive! Campaign The GoActive! Campaign  is McDonalds’ most recent attempt  to diversify their options on the menu, and convince its customers to become more active. This is aimed more toward  the adult  rather than the child market, which is a turn from traditional marketing strategies. McDonald’s wants parents to be able to order healthful food while still giving the kids what they really want: The Happy Meal. This change is successful because the options are given to customers, rather than automatically getting fries and a soda with the meal. Instead, customers are given the option of things like fruit salad, apple slices with caramel sauce, cut veggies, juice, and bottled water. By doing this, McDonald’s is taking a proactive,  hands-on approach which shows customers they care  about  and realize  the  significance of a healthy lifestyle. To promote this program, McDonald’s and celebrity fitness trainer Bob Greene decided to challengeAmerica. Their challenge was called â€Å"McDonald’s GoActive! American Challenge† and it encouraged others to live a more balanced life by taking steps to reach a goal. To promote the new campaign,  Bob Greene walked and biked across  America  for a total of 36 days. To include people in this journey, McDonald’s distributed 10,000  to 15,000step-o-meters along with brochures containing information about fitness and ways to start living a more active life. It is McDonalds’ hope that customers will see, from this challenge, that McDonald’s is a place where they have a choice to consume either healthy or unhealthy food. Also, the presence of Bob Greene adds advantage to McDonald’s marketing techniques because of his status in the fitness world. If he is associated with the company, then it must not be that unhealthy. It is critical to analyze what perception is and how it plays a part in McDonald’s and their marketing strategy. Interview with Bob Comisky We also wanted to get the  opinion  and viewpoint of a person inside the McDonald’s Corporation on this topic of healthy marketing. We talked to a franchise owner, Bob Comisky, to see whether or not he thought the current actions and advertisements were really working. According to Bob, customers are not coming to McDonald’s to eat healthy. He said, â€Å"Overall we have increased a little in healthy product sales but we have found that although there is a health craze right now people come to McDonald’s for the burgers, not to eat healthy. †Ã‚   This mimics our research, finding that the dollar menu sells much more than the healthy items. The marketing has had little effect on the buying patterns on the restaurant patrons. He also said that McDonald’s is hoping to increase their market share globally:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  McDonald’s as a company has vision to dominate the world-wide foodservice  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  industry. In order to do this they will set the performance standard high for customer  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  satisfaction in addition to increasing the market share and profitability by fulfilling  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  McDonald’s  mission of value execution strategies and convenience. What is the Point? The basic issue  for McDonald’s regarding perception is that the entire establishment is based upon how they are perceived by the public. Are they perceived as a family restaurant by families? If so, the family segment will more likely visit the restaurant for family dinners. Is McDonald’s perceived as a fun, inexpensive place for the high school and college segments to eat at? If so, they are also more likely to eat there. Therefore, the perception that consumers have about McDonald’s is the basis of their decision to eat at the restaurant. Now that McDonald’s has tried to saturate the market with the healthy, balanced lifestyles campaigns, they are trying to change the  public’s  perception of them in terms of the health factor. While McDonald’s is trying so hard to be the new and improved healthy dining experience, the perception of McDonalds in many  people’s  minds is already set in stone. Trying to change this will cost huge  amounts of money and there is not any guarantee that McDonald’s will achieve their goal. Overall, we believe that McDonald’s is using these â€Å"healthy† products and active lifestyle campaigns as a defense mechanism. They are trying to dispel the image they have right now, and also prevent future lawsuits. All the lawsuits that have been brought against them in regards to obesity have been thrown out, but it is still negative publicity. The company had to do some major damage control after movies like  Super Size  Me! and other negative movements. They are less concerned with changing people’s perceptions of the chain, and more with the fact they need to be seen astrying  to help the situation. They have already saturated the market in the  United States, and want to stay at the topand expand globally. It is not so much about initially changing the company’s image, though over time it may change in response to this extensive marketing strategy. Though it may not change their image, we also think that this is a good direction for McDonald’s to focus toward. They are a mature company, and the only way to bend the arrow backward on their product life cycle is to innovate and create new products. This is their attempt to return to the rapid growth stage. As stated before, McDonald’s  is widely known for its hamburgers and fries, but it has potential to grow into a new market with healthy options. It also has enough money to fund this type of project, and there is no reason they should not continue on this road. The worst that could happen is that they revert back to the same market and style they have always had, but thepositive  side could be expansion into an entirely new market and much more revenue for the company. In general, the managers did not try to put any strong vertical barriers between themselves and their employees. Managers usually seemed to display real concern and interest in the emotions and well being of their employees, which was not expected in this environment. For example, one manager was observed asking an employee cleaning the floors about her weekend and her kids. There seems to be legitimate efforts in order to motivate employees even at the line worker level. Herzberg’s two-factor theory explains that good working conditions only go so far, and that employees require higher level fulfillment such as motivation and recognition in order to be satisfied with their position  (Daft, 2008, p. 231). Even in a low- skill position, low turnover is desired. In addition, happy employees lead to happy customers. McDonald’s corporate management believes in training and leadership at all levels through Hamburger University. On Hamburger University’s website[2], they quote McDonald’s founder Ray Kroc’s training focused ideology: â€Å"If we are going to go anywhere, we’ve got to have talent. And, I’m going to put my money in talent†. This ideology demonstrates that McDonald’s does not believe its restaurants’ crew members are just gears in a machine that can be easily replaced. Because training is not just offered to executives or managers, McDonald’s is able to spread and reinforce its culture and values in all directions, not just downward. McDonald’s corporate values also have â€Å"people† as one of its pillars  (McDonald’s Corporation, 2008). Corporate policy says that employees should be paid at or above the local market rate, and should also value both their pay and their benefits. By addressing employees higher needs by providing training they make employees feel important and valuable. Training also serves to reinforce the culture at all levels through education and fostering a positive image of the employees’ importance to the company. McDonald’s Motivating Factors Of the McDonald’s restaurants we observed, the culture was generally inviting for new employees. In addition, other factors make McDonald’s an ideal employer for many individuals. A primary motivation for working in a McDonald’s restaurant is that it presents a laid back environment and the job itself is not very stressful. Even during the observed lunch and dinner rushes, the employees never appeared particularly stressed or anxious. When there was a lull in the restaurant the employees would clean their stations, chat with other employees, or get a drink from the soda fountain. They were very relaxed and for the most part did not seem to fear their managers or other bosses. As Daft explains, fear can weaken trust and communication, and is usually impedes employees rather than motivates them  (Daft, 2008, p. 52). For a high school student who is busy with school work and other extra-curricular activities, it may be ideal to work in a laid back environment like McDonald’s. A student’s life may be highly stressful, and a low-skill, low-stress job offered by McDonald’s may provide a break from an otherwise stressful life. Also, for the elderly employees, the low stress environment may also be desirable because they would not be overwhelmed with responsibilities that might be new to them. Another possible motivator is the social opportunity presented by such a job. As noted above, employees tended to have a very casual environment where they could talk and socialize while they worked. For example, many of the employees who work during the evening shifts are high school students. These employees are often the same age and often share common cultural interests. They are also presented with the opportunity to meet new people and develop friendships that can continue to develop outside of work. They will also have a bond with these employees because they share a common experience, and are likely from a similar background. Employment at McDonald’s also offers social opportunities for those employees who are young but do not attend college and for the elderly. Many of these employees do not have the opportunity to participate in clubs or other organizations, and interact with people of their own age or anyone in general. It may even be possible to develop a romantic relationship with another employee, as McDonald’s is not a work environment where this could be seen as a problem by management. A third reason for working at McDonald’s is the flexible schedule. McDonald’s offers many different shift schedules so they accommodate everyone. This can help employees find a healthy work-life balance. Some individuals require fulltime work, which is available through the standard day shift, while part time workers can pick up their hours after school ends, on weekends or around other social obligations. Since the company requires in some levels a low skill job, another employee can easily take one’s shift over, allowing the later to take on other obligations and not be completely tied to the workplace. Part time employees can rotate their hours according to who has requested to have a certain day off. This gives employees a sense of empowerment because they have same say in their schedule and are less likely to call in sick to avoid work, which would lower team morale and the respect between the managers and the employee  (Daft, 2008, p. 242). Even though the average employee is unskilled or does not require skills, empowering an employee helps him feel important and makes him feel better about his job. In addition to the flexibility offered by a position at McDonald’s, the convenient location might serve as another motivator. There is a McDonald’s store in most every town, and it may be relatively close to an employee and the only available job which does not require a skill or advanced training. As a result, employees who do not have cars can walk to work or take public transportation. In light of the recent economic downturn and the high price of gas, having a job in your own neighborhood is a huge benefit, especially for a young person or a person trying to earn their first paycheck. Finally, an additional motivator is the numerous growth opportunities available. McDonald’s offers training to employees at various levels. In addition, if any employee stays at McDonald’s for a long period he could advance into an assistant manager or manager position. While typically a McDonald’s job is seen as temporary for young people, it may be the only job available for an impoverished person, recent immigrant, or someone with no learned skill. Since there is a high rate of turnover, employees have the chance to advance within a few years of working at a restaurant. This opportunity could be very appealing for those who cannot attend college for some reason. If during his high school years an employee was a hard worker, he or she could easily move into a manager position and continue his career with the company or gain experience to move into another job without a formal education. Through our observations we were unable to determine the exact theories of motivation mangers used, but it was clear that the theories were of a needs-based nature. In general, the average employee does not commit to McDonald’s for a long term, and high turnover is expected. Thus, for the majority of the employees the goal is to satisfy their lower needs. Using Maslow’s hierarchy, the main goal is to provide the basic needs such as a safe environment where they can earn the money they needed to provide for their physiological needs  (Daft, 2008, p. 228). However, there are typically no real fringe benefits (besides free food) associated with the job, and there is no contract or other guarantee of continued employment. In some cases though, there was observed belongingness through friendships and team unity. In addition, the two-factor theory of motivation seems to be employed  (Daft, 2008, p. 231). McDonald’s seeks to reduce dissatisfaction by having good hygiene factors – adequate pay and organizational policies. In many cases, there does not appear to be a high focus on implementing motivators; employees did not seem unhappy, but there seem to be very few opportunities for recognition and growth except for those who plan to be long term employees. The Best Employee In continuation to what was observed in the visited McDonald’s stores, one cannot neglect to address the leadership style displayed by the line managers in these restaurants. Conforming to the informal and relaxed atmosphere emphasized by the manager’s calm attitude and the McDonald’s â€Å"100% customer satisfaction† goal; one could expect a â€Å"middle-of-the-road† type of management in which the leaders behave as compromisers  (Northouse, 2007, p. 75), exhibiting both people and task oriented behavior. Indeed, during this field study the line managers seemed to be very expedient, approaching a station whenever there was a problem and giving directions to the subordinates. The managers appeared to be moderately concerned with the people who did the tasks, yet they were focused on production and ultimately product quality. There were no noticeable conflicts between leaders and followers and an equilibrium state was achieved between them. The line managers’ leadership behavior reflects a task-oriented style for the crew members. The commitment and positive attitude towards a given task are derived from the employees’ motivations and leader behavior. According to the Path-Goal Theory, for tasks which are characterized as repetitive, unchallenging, mundane and mechanical, the group members tend to be unsatisfied and in need of affiliation and human touch  (Northouse, 2007, p. 34). Therefore, the most suitable leader behavior for this type of environment is the supportive leadership that provides nurturance and makes the work pleasant for subordinates. McDonald’s Corporate believes its success is attributed in part to the talented restaurant crew. Also, Corporate claims to be engaged in talent management: attracting, developing and retaining talented people from all levels[3]. The le ader behavior observed in the McDonald’s stores corresponds to the employment experience values promoted on their website. From the field study experience, one can surmise the McDonald’s leader-follower relationship as the following:†The task is simple. We provide all necessary tools for you to accomplish your job. Show commitment and perform your duties properly. I am here to help if necessary. I will not trouble you†. For the McDonald’s case, a comfortable and friendly environment reinforced by the line manager is paramount for the employee’s satisfaction. Good customer service is one the most important aspects in the fast food industry. It is crucial for the employees in this sector to display courtesy, genuine concern and diligent service towards the clients. Unsurprisingly, this trend was commonly found in the visited McDonald’s stores. Most of the cashiers there would greet the customer with a smile and a â€Å"how are you today, sir†, followed by a â€Å"thank you† once the transaction was done. Behind the scenes, the workers cooking fries and flipping burgers made sure their products were been delivered in a steady pace and in accordance to the company’s quality standards. Finally, the line manager’s role was to make sure things were running smoothly, fill gaps whenever necessary, assist crew members and perform other managerial duties such as inventory control, managing budget and human resources. As in any assembly line, the employee’s performance is heavily measured by his or her efficiency level. It amounts to how many items the worker delivered in a given period, following a certain quality standard. Of course, there are others important points to be considered in order to determine who the best employees are. Initiative could be a means of distinguishing the workers in this sort of environment. This could be exhibited by a cashier who cleans the counter if idle, a cook who starts cleaning the kitchen earlier, or even a manager who presents to the company a new product or service concept. Also, cooperation plays a big role, because McDonald’s relies on groups and teams. Each employee relies on another line worker in the assembling process. In the end, any worker who demonstrates these qualities could have his/her picture hung on the wall as the â€Å"employee of the month† – this is a classic example of how McDonald’s stores motivate and reward their employees. The best McDonald’s manager/leader is the one that promotes a pleasant atmosphere for his/her subordinates to counter the limited job’s motivating factors. However, the manager should also focus on maximizing production and delivering a good service to the customers. The ideal McDonald’s leader must apply a coaching leadership style, showing both high directive and supportive behaviors. From what was observed in some stores, the managers of the restaurants seemed to be in control of every aspect of the entire food service process. At some instances when things went completely out of control; the same managers exhibited a coaching style of leadership, directing the subordinate on how to achieve a specific goal. Whenever they overheard or saw someone  doing something wrong or partially correct, they would step in  giving directions to their subordinates and would never disrespect them. Team Work at McDonald’s While not all employees can be superstars, McDonald’s owes is success to its team functionality rather than the efforts of one individual. McDonald’s does not have very highly integrated teamwork, but they would be unable to deliver their products and service without sufficient team unity and cooperation. The team on the floor of a McDonald’s restaurant is best described as a functional team(Daft, 2008, p. 297). Team members have one area that they focus on during their shift. If they leave their post or are not productive, other line members will not be able to accomplish their jobs and the production line will suffer. For example, when a customer enters the restaurant places an order with the cashier, the later inputs the order into the computer and the information is displayed in the kitchen at the sandwich and grill stations. The grill worker prepares the meat and then places the burger on a bun. The sandwich maker then assembles the sandwich according to the type of sandwich and any additional requests the customer has. If the sandwich maker leaves his post, another worker has to cover for him or the entire product delivery process shuts down. As a result, a McDonald’s restaurant team is sequentially interdependent  (Daft, 2008, p. 301). Without everyone working together and having sufficient motivation to provide good and quick quality service, all members of the team fail. As a result of one person losing motivation or failing to adequately perform his duties, customers may complain and business can be lost. Even though most employees are trained to perform multiple tasks at various stations, they are not usually able to perform all of these tasks simultaneously. The typical team was not self-reliant and required constant, direct input from the manager. We observed that often times when morale began to wane, the manager was able to reinvigorate the team and increase efficiency. However, we also noticed that if the manager grew tired and lost motivation the rest of the team quickly followed suit. Managers were also instrumental in helping out struggling team members by motivating them. This attitude kept the production line moving adequately. The team effectiveness is directly related to the manager’s leadership efforts  (Daft, 2008, p. 303). In order to ensure both efficiency and quality in the team’s work, the managers had to make some efforts to satisfying employees’ needs. This manifested as direct help, words of encouragement, not punishing undesired behavior every time, or awarding a break and taking over a worker’s responsibilities temporarily. Nevertheless, employee seemed well trained and autonomous as long as morale was at a sufficient level. The team operated mostly without speaking. Sometimes team members would yell an order to another member, but generally everyone knew what they had to do without much discussion. Because the team did not need constant retraining or correction, it is a sign that the employees are well trained and have been iven the tools to adequately perform their roles. The Overall Leader ; Corporate Values Reflected While McDonald’s is a large multinational organization, the CEO is often seen as a leader and symbolic driver of the corporate initiatives and ideals. McDonald’s current Chief Executive Office is Jim Skinner. Mr. Skinner has been with McDonald’s for over thirty-five years, and has hel d many positions from â€Å"restaurant manager trainee† to many corporate positions throughout his tenure, before being elected as CEO  (McDonald’s Corporation, 2008). Truly a charismatic and transformational leader, many attribute McDonald’s turn-around in the past few years to the efforts of Skinner; not only did he revitalize the organization, but he â€Å"reinvented the fast food business† with a new vision and direction(Hume, 2007). Early in the turn-around, he was one of the architects of the â€Å"Plan to Win† initiative which renewed McDonald’s core focus of store operations. His election to the CEO post provided some stability and faith for the organization. Hume notes that one of the key elements to his success was his vast experience with overseas markets that gave him great diversity exposure which was crucial for the global corporation. This diversity has definitely helped giving McDonald’s a competitive advantage, and was paramount in the global communication between employees and customers  (Daft, 2008, p. 334). One of his noted achievements during his tenure in regards to leadership was fighting the â€Å"McJob† stigma; he made employees feel important and began to promote the various positions in a brighter light through advertising campaigns  (Hume, 2007). In terms of Mr. Skinner’s philosophy, he is primarily focused on customer satisfaction. He believes that is necessary to first meet customer expectations and then focus on the restaurants themselves. The philosophy also includes keeping things simple and manageable for each store while making sure that â€Å"everyone is aligned around that one idea†. The idea is directed towards making a good appearance, caring about how the restaurant looks and how you present yourself. Another important aspect of his philosophy is the fear of complacency. Therefore, he encourages creativity, but also wants to make sure that people do not lose track of the chain’s primary objectives  (Hume, 2007). Thus, there is a strong focus on coming up with good, creative strategies, and then putting the full effort into successful execution. For Mr. Skinner, a companywide initiative is always a must, and never a maybe. Skinner is also a man of values and ethics: When McDonald’s was blamed for the obesity problem, he helped direct the company to take responsibility and help create a solution rather than pass the blame. Thus, Skinner can be seen as a moral leader and symbol of doing the right thing for McDonald’s  (Daft, 2008, p. 169). Finally, one of Skinner’s continuing main goals is â€Å"talent management and leadership development†Ã‚  (Hume, 2007). This involves critical tasks such as reorganizing individuals into different roles and identifying potential leaders to be awarded additional responsibility. While many of the Mr. Skinners values are not easily discernable on surface, his leadership was seen at the restaurants observed. The care regarding customer satisfaction was most obvious, employees were always polite and the restaurant was very clean. During some observations, employees were seen talking with regular customers beyond the normal service interactions, demonstrating some level of intimacy between them. In addition, almost all employees seemed well mannered and presented themselves well. There seemed to be a high level of morale, even with the more menial and custodial positions, which was unexpected in a fast food restaurant. In many of the locations visited, there were employee recruitment signs on the door that listed benefits; however, the application process was online. While more efficient, perhaps a stronger focus on in-person recruitment would help improving morale and result in more applications. Improving Employee Effectiveness One may initially believe that there is not really much that can or even needs to be done in order to improve efficiency in McDonald’s restaurants; however, good leadership involves constantly reinforcing a brighter vision of the future and increasing value for both customers and employees. An employee should not think that just because they cook fries or flip burgers, that they cannot make a difference. Rather, by encouraging creativity and eadership even at this lowest level, the next great executive may emerge. It is important to turn each restaurant’s employee into a productive team member. In order to increase productivity and employee commitment, we propose several measures. The first measure would be to create a program to encourage creativity among restaurant managers, owners, and operators. In fact , the iconic Ronald McDonald was not developed by Ray Kroc or anyone at corporate, but by the owner of a local franchise  (Walker & Scott). Rewards should be available for coming up with new ideas at the restaurant level. As owners and managers are the ones who are actively involved with the day-to-day operations, they have a greater vantage point for implementing successful changes. In order for such a program to be successful, there must first be some educational programs like workshops. At the regional level, managers and owners can be brought together and taught about creative ideas. This will encourage thinking â€Å"outside of the box†, and furthermore can introduce individuals to the practice of â€Å"creative swiping†, which is a process of copying the best ideas whether they be from within your industry or from completely unrelated fields  (Peters, 1987). After properly motivating the owners and managers, there should be a trickledown effect to the restaurant’s employees. In addition to the trickledown effect of targeting the managers, we would take steps to directly motivate individual employees as well. On this front, one of the first steps is to truly understand each and every employee. Some employees may only be working at McDonald’s temporarily, but for others this may be the only available job opportunity. For such individuals, they want to maximize their job satisfaction. We would implement a program similar to those in large corporations where employees are able to set specific goals and explain their rationale for working at McDonald’s and what they expect from their employment. This process would show employees that they can do more than flip burgers, for example develop leadership and management skills which can be invaluable regardless of future career plans. Managers and/or owners would apply Vroom’s Expectancy Theory in this case; the attention and treatment of each employee should be personalized  (Daft, 2008, p. 35). Managers would therefore develop a plan with each employee to increase his intrinsic satisfaction, while at the same time increasing that employee’s productivity. Building on our focus on individuals, we would also implement a scholarship and education program. We want our employees to represent us well within our restaurants and throughout the world. We would offer high school and college aged employees a greater number of college scholarship opportunities in return for quality work and demonstration of leadership potential. Younger workers are often harder to motivate directly, but the opportunity to have someone else paying for your education is always a great motivator. The program would reward quality work such as customer service and punctuality, as well as creativity and the ability to dream like a leader. Employees must be sponsored by a manager or owner and would have to write an essay answering a question that instigates them to think creatively about how we as a corporation could improve. This would motivate even the youngest and most inexperienced ones. In fact, this could create an upstream effect on the whole restaurant or corporation, increase team cohesiveness and help encouraging those who are older or in higher positions to also think about making the entire organization better  (Daft, 2008, p. 239). The winners would make a positive impact on the organization and earn the extrinsic reward of a scholarship. In subsequent years, this would encourage other young employees to also pursue this opportunity, be a first-class worker and think creatively about the organization. Conclusion McDonald’s is a multinational corporation, which is perceived as many different things to different people. Some people see McDonald’s as a decent, fast and inexpensive meal. Others may view the company chain as a low quality restaurant that employs uneducated and unskilled people. Nevertheless, McDonald’s has a cheery corporate image that prides itself on quality and cleanliness, as well as good food and good service. The company employs state-of-art technology to help its workers in their tasks and makes the production process faster, attending to the customers in a prompt manner. In terms of leadership, McDonald’s makes a strong corporate effort to develop leaders. There are growth opportunities within the corporation or those who are willing to work hard and develop their leadership skills.

EU should enlargement Essay Example | Topics and Well Written Essays - 3000 words

EU should enlargement - Essay Example It is worth mentioning that EU has initiated significant steps towards developing Common Foreign and Security Policy (CFSP) in order to develop the economies at large. It has been noted that seventeen out of 27 EU members belong to Economic and Monetary Union (EMU). These seventeen member states of EU have firmly agreed to coordinate their respective economic along with monetary policies by using single currency i.e. Euro. EMU participants also share central bank which is regarded as the European Central Bank (ECB) as well as common monetary policy for preserving financial stability. It is worth mentioning that these member states do not share fiscal policy and possesses sole right over regulating their national taxation and spending (Gros &Thygesen, 1998). Thus this paper intends to discuss the economic implications of EU’s enlargement process and makes arguments for its enlargements. Policy Position The member states of EU functions collectively through focusing upon buildin g common institutions in order to set effective policies and promote their combined interest. Since the formation of the EU, the different EU member states have progressively and radically committed towards harmonizing various laws and adopting joint policies emphasising on various relevant issues. Additionally, EU member states have agreed to cooperate almost in all the fields, however decisions related with economic and social policies requires unanimous agreement of all the 27 EU countries. In the recent past years, the EU member states have witnessed radical economic challenges. The Euro zone crisis that occurred during the year 2009-2010 has drastic economic impact on the EU member States (Archick, 2013). More specifically, the crisis has resulted in imposing significant impact on the actual and potential economic growth of the EU member states. The impact of the crisis was also visible on the labour market and employment (European Communities, 2007). Accordingly, the labour ma rket in the EU member states has considerably weakened. This impact has created an urge for forming an effective structural reform concerning economic policies of the EU. The EU possesses a common external trade policy which implies that the trade policy is exclusively governed by EU and no member states are liable to negotiate its own international trade agreement. Undoubtedly, it can be stated that EU’s trade policy is one of the well-integrated policies throughout the globe. The trade policies of EU provide free movements of goods and capital within different EU member States. With the free movements of goods, the EU aimed at eliminating one member state from importing goods at cheaper prices owing to the lower tariff and again re-exporting the items to another member state at relatively higher tariff. The common trade policy was further extended to include trade in services as

MD4 Assgmnt 1 Essay Example | Topics and Well Written Essays - 250 words

MD4 Assgmnt 1 - Essay Example The criticism on PowerPoint is also focused on a state of boredom and fatigue of the slide-based presentations. This boredom can be attributed to poor planning by the presenter. Failure to arrange your presentations in time can create a bad presentation. Failure to know to know the audience makes it tricky for the presenter to tailor the content. If the tone fails to go in line with the display, then it becomes uneasy for the audience to get the picture of your presentation. This can only be achieved by planning what to present to the audience before you create your visual aid. One also needs to develop a straightforward outline that visibly develops the main points. This should be followed by creating visual aids to support your intended message. One should also use visual aids in moderation where need be. These aids should also be made observable to the whole audience. One must also ensure that you are talking to the audience but not the aid. The substance of aid should be explained when one first show it. Continuity of the presentation is needed when making a presentation. This assists the audience to get the big depiction of your presentation. Visual continuity also helps to keep the presentation in

Prayer and Personal Character Essay Example | Topics and Well Written Essays - 750 words

Prayer and Personal Character - Essay Example Prayer, more than anything else, is a sign of humility, a sign of submissions to a higher power and a confession of the fact that one is in need of help from an outside source. In other words, prayer is a way to realise that one is not in total control of their life and that there is a higher power. As insignificant as this may seem, the fact is that prayer changes one’s attitude towards life and especially towards other people and objects in life. Prayer makes one realise that life is about humility and therefore it affects the way they regard themselves and others. It creates a different view of the world and brings in a person to a point where they have to realise that they need to live in peace with other people. This can be seen in the most famous Christian prayer found in Luke 11:2–4 as well as other verses in the New Testament. Jesus gave this prayer as a model around which every Christian should model their prayer. Most other religions surround their prayer arou nd this kind of a model which has three dimensions. Recognition of self inadequacy Prayer is the ultimate recognition of just how inadequate a person is on their own, it is a confession of the fact that one needs outside help and not just any outside help but outside help form a higher power. This leads to recognition of a higher power which means that the individual will surrender themselves to this higher power. Lack of prayer definitely leads to a deflation of this important aspect of a person. Recognition of need to have a good relationship with others As in the model discussed above, it is clear that one needs to be forgiven of their wrong doing. Jesus said, â€Å"Forgive us our sins as we forgive those who wrong us.† This is very significant because Jesus did not just ask for forgiveness but actually indicated that that forgiving others is a major part of oneself asking for forgiveness. It is an indication that for us to really understand what it takes for others to for give us, we must ourselves forgive others. This is one important aspect of prayer, it creates a scenario where a person becomes well rounded, recognising their part in the society, their need to relate well with others as well as their need to relate well with their God. Affects the way I act Because of the above explained aspects of prayer, it affects the way an individual acts and lives their lives. Understanding the need to be forgiven reminds the person of the need to reduce the instances where she or he will need to be forgiven. Understanding the need to forgive other people leads to the individual creating the least quarrels with those around her. Prayer therefore is a process of building character by realising that the world is to be shared with everybody else. Prayer is the antidote for the innate selfish character of a human being which only serves self (Coburn 59). A prayerful person is therefore not able to be selfish and self centred but understands that the world is to be shared with everybody else. They realise the importance of treating others with respect and with love. One also realises the importance of forgiving the others, for they have to forgive others to expect to be forgiven by others as well as by God. Prayer therefore not only changes the way we look at the world but also the way we act. It affects the very character of an

Families Essay Example | Topics and Well Written Essays - 500 words - 4

Families - Essay Example t would be fundamental for a day care provider to dedicate his efforts towards developing positive and productive relation to both children and parents. It is necessary for parents to develop comfortable zones with instructors and personnel who will be caring for their children. In other words, unless the families feel apprehension, the children will easily mirror the same emotion; thus, resulting in tearful good-byes every time the parents leave their children in a day care. If there are scenarios of discomfort, it would be extremely difficult for parents to leave their children in a day care (Cornish 86). Therefore, as a care provider it would be necessary to create a comfortable environment directed towards the parents and their children. One way of establishing and developing quick comfort zones for the children is by allowing or requesting the families to visit the facility frequently at any time during the working hours. This makes the bond between the child and the parent hold, which results to children feeling comfortable. Furthermore, the liberty of visiting the institution will make the parent feel free and not to feel that there is anything hidden from her. Additionally, visiting the day care will ensure that the families fully understands the open door policies of the institution before they get the chance of admitting their children into the facility (Cornish 86). This will be a fabulous opportunity for families to understand and apprehend a care provider’s experience and qualifications. These qualifications should sappers the minimum qualification of the care provider, so that the parent can develop confidence in a care provider. The confidence goes further to reaffirm the families that their childr en are in the position of developing positive childhood skills. Apart from qualifications, as a daycare manager, the families should also be exposed to the qualification and experience of other staff members (Cornish 87). As a daycare manager, it is

Principles and practice Assignment Example | Topics and Well Written Essays - 1500 words

Principles and practice - Assignment Example Thus trends in external environment can have a major on consumer choice and preferences and therefore, it is important for marketers to be aware of such trends. Underlying trends are relatively slow moving changes in the marketplace that may occur for a number of reasons. A successful marketers needs to keep track of these changes and respond accordingly. The nature of the trends is likely to differ; sometimes they are consumer led and sometimes business led. However, businesses must realize that in order to gain a competitive edge and better satisfy the customers, these trends are needed to be taken into account. Macro factors are those that have an indirect impact on the business, also known as PESTEL. It includes factors that create opportunities and threats to business and is categorized as the far environment. These include variables such as political, environmental, socio-cultural, technological, economic and legal. With respect to marketers of cosmetics products, these factors play a crucial role and can have a significant impact on the industry structure. Political factors consist of laws, government agencies and pressure groups that influence and limit various organization action plans. For instance, legislation affecting cosmetics business has increased worldwide. Also, various laws exist that protects companies, consumers and interest of the society at large. And most importantly there is an increased emphasis from government, on socially responsible behavior. Concerning political factors from cosmetic industry’s point of view, unstable political conditions of the relevant regions can be troublesome for the business with respect to imports and exports. Moreover, an increase or decrease in tax rates can also impact the profitability of the business favorably or unfavorably. Environmental factors mainly include the surroundings, weather and climate change. With major climate change occurring due to global warming and with greater environmental a wareness, this external is becoming a significant issue to consider. It is particularly important to cosmetic firms as the industry involves many input material that may bring damage to the environment. Also products are susceptible to climate changes, and thus need thorough analysis. Concerning environmental factors, firm can create value and better satisfy customers by adopting environmental friendly approach. This would help firm avoid legal costs and increase its goodwill. Moreover, use of natural ingredients, preferred by the consumers also adds value. Change in social trends can impact the demand for a firm’s products. Aging population, income groups, lifestyle and social class highly affect cosmetic demand. Thus, social factors affect the customer needs and size of potential market. With changing fashion trends, increased awareness and better life styles, demand for cosmetics is likely to increase. For instance, an increased awareness amongst men may lead to an altoget her new cosmetic line. Similarly, aging population is likely to increase demand for anti-aging cosmetics. New technology creates new products and process. It tends to impact both the business process and the final offering. With the advent of internet for instance, the distribution channels have become virtual with cost efficiencies for cosmetic industry. Other innovations include bar coding and computer aided design that enables companies to keep track of its customer preference and offer innovative designs, respectively. Technology, thus can

Context Research Essay on Charge of the Light Brigade

Context Research on Charge of the Light Brigade - Essay Example The poem is based on the Crimean war in which the Russians, British, Russian French and Ottoman Empire participated (Donner 5). The war took 3 years and the combatants were fighting for Ottoman territory that was in a decline at the time. The events are actually based on a true story of the light brigade, which was supposed to pursue and capture a Russian artillery train, but instead ended up being sent to the â€Å"Valley of Death† (Tennyson 7, 16); so named because it was an ideal kill zone as they were heading directly towards a heavily fortified Russian defense. The soldiers understood that there had been a mistake and the Commander had blundered but like true British soldiers, they stuck to their orders and never questioned them marching gallantly to their death. In the contemporary setting, the poem is so popular because it reflects the expression of courage under fire and impossible circumstances and the ability of the British army to prevail bravery even in the face of death (Rumens). Many of the soldiers were cut down and historically it is approximated that over 247 out of the 600 soldiers were killed. This is not very much unlike the situation that was replicated in the recent Afghan and Iraq invasions in which hundreds of soldiers died in wars that coud as well have been needless but they were just following orders. The peom is thereore likely to appeal to the modern audience especially in lieu of the fact that the cause of the deaths could be attributed to a miscommunication between the solders and the officers. The phrase â€Å"valley of death† appears to be an allusion from the bible in psalms when David says he will not fear to walk in the shadow of death, the soldiers appear not to fear the danger of death because they hav e faith in God. In contrast with psalms, the subjects in the poem had unwavering faith in their leader but

Ceo Cant Afford to Panic Essay Example for Free

Ceo Cant Afford to Panic Essay Joan Kaczmarek suggest that is important to help, he starts by coordinating a census of the people missing within the organization in order to find out whether some of the employees can be in danger. †¢Mr. Smarten is told by the security chief Mr. Paul Schlesinger that the police department are going to call soon to ask if they can use their lobby facilities as a triage centre and temporary morgue. †¢The market has fallen due to the news, the chief investment officer Ms. Dana Rosi advises Smarten to move as much activity to the New York and Chicago offices due to the fact that the investments need to be followed up and she is also worried that lending the facilities might bring negative impact on the company and shareholder’s value. †¢The Marketing VP Mr. Sal Persano is worried about the negative implications that the image and logo of the company appearing in pictures where the victims of the bombing are being kept might bring. †¢The general council mentions that lending the facilities might bring liability issues for the company. The opinions of the different members of the board differ. Some are concerned that lending the facilities in order to aid the police could generate bad association for the firm in the future, other are concerned that the company would fail to act ethically just in order to maintain its image, and others are concerned that the trading operations might be affected and that the firm will be unable to fulfil its obligations towards the clients and maintain shareholder’s value. Problem Identification 1. With little time and limited information, Mr. Smarten faces the dilemma of making a decision that could affect the image of the company for better or for worse. The decision that has to be made needs to take into consideration both the business’s shareholders’ interests while at the same time being an ethical and humane decision that looks for the employee’s, bombing victims and community wellbeing. 2. The team’s point of views regarding what needs to be done differ, as they all look after the interests of the particular area they work for. Issue Analysis Mr. Smarten needs to choose an option that portrays his personal values as well as business professionalism. Should he lend the facilities for morgue use or shouldn’t he? Can he come up with another solution for the request? Should he make the decision by himself, or would a consensus decision making be appropriate? This situation calls for a leader that has self-confidence, trustworthiness and courage as personality traits. Du Brin (2013) describes a self-confident leader as one that can maintain composure and calm when dealing when a crisis, Mr. Smarten firstly needs to communicate this self-confidence to the rest of his team even if he isn’t quite feeling this way. Whatever decision Mr. Smarten take will reflect on how trustworthy he is, his colleagues will conclude based on his actions weather he is a trustworthy leader, especially when they put themselves in the situation where one of them could be present at the bombings. Courage is the leadership attribute that Mr. Smarten will need the most in this type of situation, Du Brin (2013) describes courage as the attribute of a person that takes responsibility for his actions. Organization now a days have complex environments with everyday ethical challenges that must be faced (Hunter, 2003), and therefore require that managers with the appropriate character to deal with them. Du Brin (2013) also mentions the importance of cognitive intelligence as an attribute of effective leadership. Mr. Smarten need to have good problem solving skills that arise from being cognitively intelligent, as in this scenario the time to make a decision is limited; he must also act with creativity. Mr. Smarten needs to have farsightedness in order to understand the long term consequence his decision might bring for his coworkers, the firm and the community itself. In a short term, he needs to have as much insight into the situation as possible, Du Brin (2013) notes that effective problem solving also requires intuition and common sense. The problem Mr. Smarten faces is that he needs to make the most ethically decision possible trying to protect the interests of different groups of people, and most probably some of the decision taken will negatively affect one or the other parties. Mr. Smarten need to act with moral courage, which has been described by Kidder (2005) as â€Å"a commitment to moral principles, an awareness of the danger involved in supporting those principles and a willing endurance of that danger. In a short period of time, and with the team’s members opinion’s differing from one another, Mr. Smarten could try to apply the six questions to evaluate the ethics of a specific decision (Bentley College, 2013): 1. Is the decision right? 2. Is it fair? 3. Who gets hurt? 4. Would Mr. Smarten be comfortable if the details of his decision were made public in the media? 5. What would Mr. Smarten tell his child or relative to do? 6. How does the decision feel? Hannah et all (2011) introduce the concept of pro-social behavior which describe behavior in leaders that go beyond his specific role requirements, a behavior in which the leader takes action to protect both the organization, coworkers and community. In this particular situation which was triggered by an external event (bombings) protecting everyone’s interest might not be possible by taking one single decision. Potential solutions (Analysis, Advantages, Disadvantages) The following lines explore the potential solutions and why to approve the potential request from the city †¢Inspiring a positive atmosphere in order outbreak the panic if any, with in the group members. Mr. Smarten should have self-confidence, trustworthiness and courage personality traits in order to be able to transfer his commitment to the group and the organization. He should be a charismatic leader, and have a relationship between the group members and the Stakeholders, in order to guide his personality traits to demonstrate self-sacrifice and the high performance, by expressing positive emotions and thoughts to enhance their positive affect. For instance he may mention the positives for his group members and the company; as it is good that no one from the group members is on sight, and fortunately the company is a few blocks away and did not have any damages (DuBrin, P107, 2013). He can also articulate a high emotional message for instance saying; â€Å"that we are encountering a serious situation and if we well behaved, we may save someone’s’ life† (DuBrin, P109, 2013). He can also bring some other successful examples, from another firm’s behaviours as metaphors and analogies to motivate the group and inspire his positive message (DuBrin, P117, 2013). By being enthusiastic, optimistic and energetic, he can create a Vision for others in order to change the room’s total environment from a turmoil horror to a productive positive atmosphere suitable to take decisive decisions. †¢Taking ethical and moral decisions In this part, it is recommended that Mr. Gerald Smarten to emphasize on mentioning the probability of him scarifying his career, if his decisions did not meet with the stockholder’s expectations, in order to help the city. It was already demonstrated that Mr. Smarten was honest and trustworthy in putting out his concerns about the stakeholder’s reactions, in front of everybody, as Mr. Kaczmarek said. Ethically, Mr. smarten should not pay any attention for the Italian marble in these kinds of events, especially when they have 23 employees on absence, while from the other side, he should not ignore the proposition from Mr. Kaczmarek on the same time, as leaders should respect the individual’s opinions. The advantages from this point of view, beside self-satisfaction of taking moral and ethical decision, the benefits that may occur from the media publishing this behavior, in which will have a positive impact on the company’s goodwill and reputation. †¢Turn the crises upside-down into an opportunity. Now, after the recommended decision, which is to accept the city demand, Mr Smarten should lead the group and coach it, trying to make the most benefit out of it. Inspirited from the case of the tragic accident in Chile when 33 mine workers were trapped in a gold mine, the leader Andre Sougarett was able to turn it into an opportunity, when he succeeded with his team, pulling out all the 33 workers alive after 69 days (DuBrin, P2, 2013). This could be implemented when group members start to have the positive mood, high valences as well as instrumentalities. After putting all fears a part and removing horror from all of the team, Mr Smarten should start to motivate all members in explaining his vision and motivate them to have the appeal to perform and produce immediately. As long as he have No alternatives decisions, it is either â€Å"yes† or â€Å"no†, leaders should get out of the box and be creative to bring alternatives to approach decisions (Hmamond, Keeney Raiffa, 1999). These kind of reactions, like saving lives, can turn the catastrophic events in to a successful story like the one happened with Sougarett (Illiano Wade, 2010). Nerveless, it can be a lesson for other firms and other industries; an airplane crash can be a lesson in another side of the world for anther industry (Fortune Peters, 1995, P02). This will conclude that Mr. Smarten should be more autocratic than democratic to take fast decisive decisions in the meeting and send everyone to work to help using the company’s lobby facilities as a triage centre and temporary morgue. †¢Leading by example: Mr Smarten being in such a fix, with everything on the line and with the clock ticking, needs to make a decision quickly. And as the title of the case ready â€Å"The CEO Can’t afford to panic† is true in itself as it is in times like these that people need to step up, keep calm, and make sure that panic does not seep through the entire organization. This is exactly the time where-in CEO Gerald Smarten needs to lead by example. He should have reason and judgement while making decisions. Gerald Smarten should answer the call of the community and provide Kaspa’s lobby as a triage center. The only negative would be the short-term liability issues, but on the other hand this ethical decision would help create and root seed of morale within the organizations, and it will set a good example, and would be good press for the company. This decision is not only the ethical and right thing to do but it will also create goodwill and greater loyalty towards the organization over the long run. Coming towards this decision Mr Smarten has to answer only one question. Would I be able to look at myself into the mirror, knowing that I could have aided and saved innocent people? missing staff ? Best solution Since limited of time and information were provided, Mr. Smarten should make a quick and precise decision whether he should allow lending the company facilities for a triage center and temporary morgue as requested or not. According to this scenario, Mr. Smarten should respond to the request as soon as possible by gathering information inside Kaspa and balancing the benefit of the company, employee and community’s wellbeing. There was no any alternative decisions be provided, he could say either â€Å"Yes† or â€Å"No† so that answering with â€Å"Yes, and†¦. † could be the best solution that balance the benefit for every single side. A good leader should be able convey precise answer while he could raise up any concerns regarding to the issue by adding up the conjunction like â€Å"and†, not â€Å"but† after concrete response, in order to create goodwill and make the respondents open minded to what the leader are concerning. The best solution Mr. Smarten should decide is to say â€Å"Yes, we will help community saving injured victims, but we have to clarify the truth and build trustworthiness toward the firm on media. † The first thing Mr. Smarten could do is to keep clam, not express panic or frustration in order to build self-assured among team member. By doing this, Mr. Smarten could respond to the request by convey such a message to encourage staff to support his decision such as â€Å"We understand that using our company’s facilities to be served as a triage center may reflect negative images to the company and shareholder’s value, but I know we can rebuild trust back to the company. Using positive wording to back up self-confidence of the leader may result to leadership effectiveness Du Brin (2013). In addition, being self-confident could help Mr. Smarten maintain calmness when dealing with a crisis. After keeping himself and others calm during turmoil, he could ask for consensus decision by gather ing all departments to discuss the benefits and drawbacks of each decision that would be made. Ultimately, saying â€Å"yes† to allow lending the company facilities for a triage center and temporary morgue would be the best solution which reflect ethical and humane character of leader as well as create company’s reputation. Mr. Smarten should be aware that there is no decision that would not affect one another so that choosing to help community may result to liability issue afterward which is a short-term effect. However, using the company’s facility to serve injured victims during the crisis can reflect ethical and humane reputation toward Kaspa which is considered as long-term result. This reflects farsightedness traits of leadership; to concern more on long-term result rather than immediate result Du Blin (2013). Meanwhile, Mr. Smarten should show up his leadership skill to get through the crisis by bring out his leadership traits. He could assign one responsible person to be present at the bombing site to enhance trustworthiness and responsibility of himself as well as the company which benefit the whole image of Kaspa and employees (Kalshoven K. , Hartog D. N. , 2009). Whatever the result would be, he should have courage to take responsibility for the decision he made. Even the media spread the news of using the company serving bomb victims; Mr. Smarten could turn crisis to the opportunity build up company’s goodwill and reputation. To be effective leadership, Mr. Smarten should sacrifices the immediate interest of the firm but not an amount of unselfish concern (Ciulla J. B. , 2003) Conclusion Thus as mentioned in the case the troubles caused due to the bombing has impacted the neighbouring community and has put CEO of Kaspa Mr Smarten in a difficult spot. However with certain traits such as farsightedness, reason judgement, ethical and moral approach and courage are among a few traits that helps him make the tough decisions and be able to successfully lead his team through this tough time.