Air India

EXECUTIVE SUMMARY Tawfik Jelassi in his book Strategies for e Business defined as the use of electronic means to perform an organisation’s business. It’s a development in the e Commerce deals with online sales,online payment, Online Marketing etc. Since the introduction of E business in 1995 it’s been a part in the growth of the company and changing the business structure. As a part of partial fulfilment of my module I have chosen Air India web site.Air India is one of the leading carriers in International airways in INDIA it uses website extensively for the booking of tickets and promotional strategies E business has became a tool for their growth in the past two years. This report is classified into Two parts in the first part Overview to the company and website is given and the Second part is all about Branding, Segmentation, ease of use and transactional facilities followed by conclusion and recommendations. COMPANY OVERVIEW:Air India is an India based world wide airlines company operating both passenger and cargo flights ranging from Boeing 747’s to Airbus A -310. From the day the first flight took of way back in October 15,1932 it is representing the perfect example of both class and quality . Air India is set to transform into world class airline carrier after it’s merger with Indian Airlines the leader in the domestic sector of airlines in India. In addition to the basic facilities providing to the passengers it also provide wide range of in-flight facilities such as Air Shows, Catering etc.Cargo Division of Air India transports wide range of goods and a shipment tracking service is also available online. Air India has got the Infrastructure along with the network which ensures safe transportation and delivery of cargo world wide. From the past three years there is a phenomenal growth on both US and European sector since 2002 network has been expanded to Newark, Los Angeles along with New York and Chicago in US / Numbe r of flights running to these destinations were increased from 10 to 24 flights includes daily services to Newark, New York, Chicago and a thrice a week flight to LosAngeles.Number of flights to United Kingdom were increased from 10 to 30 flights out of which 20 leave to London and Five To Birmingham. There is a significant increase in the frequency of flights to Far East and South Eastern Asia. In April 2005 Air India’s low cost subsidiary Airlines AIR INDIA EXPRESS came into existence operating flights to UAE, Qatar, Oman and Singapore. For the Financial Year ending March 2006 AIR INDIA has made a net profit of Rs 87,480 million with a 15% growth over the previous year. WEBSITE OVERVIEW: [pic]Web site is very informative with all the necessary attributes what an airline should have along with the special offers they have got with them. Through the internet ticket booking which is available on the website a passenger can book tickets of his choice up to five adults, four chi ldren and two infants and can pay the fare through debit card or credit card at a time. These bookings can be made from three hours to 360 days prior to the departure of the flight. There are three kinds of ticketing methods available they are electronic ticketing, ticket by mail and ticket pick up at Airport .We can check the Time table of the flights, status of the flight both arrivals and departure along with the special requirements if needed such as meal preferences, seat and wheel chair. A clear idea regarding the cargo services offered by the Air Lines is given very clearly such as destinations they cover, specific weight limitations to particular destinations and the types of services they offer along with the cargo tracking facility through which we can know the delivery status of the shipment. Air India is distributing e tickets through AMADEUS.Now Air India will offer the Amadeus – enabled e ticketing services across all of its International and Domestic services. This made the most content of the website available to the travel agencies this enables Air India to keep up the progress to improve both efficiency and Customer service. Branding: A brand as defined by Philip Kotler is a term, sign, symbol or combination of these which is used by the consumers to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitors .Brand identifies a market or the seller it can also be named as trade mark, Logo etc. A brand is a promise by the seller to deliver constant benefit’s, features and services for the consumers. Brands vary with the amount of power and value they have got in the market. There are brands which have high degree of Brand Awareness, Brand Acceptability, Brand Preference and Brand Loyalty.High brand equity provides a number of advantages such as reduction of marketing costs because of brand awareness and brand loyalty, launch of extension’s become easy because o f brand name and creditability, this also offers the company some defence against the price competition. A brand name needs to be carefully managed to maintain its brand equity in the market to maintain so the companies should require to improve brand awareness, perceived quality and functionality and the positive association ( Philip Kotler, Marketing Management Millennium edition pg no 406).Air India follows all the fundamentals of branding to maintain its brand equity. Air India came into the market in 1946 with a Muscat of Maharaja (Emperor) which is very popular among the costumers in India. The Muscat symbolizes graciousness and rich living. This attempt of using Muscat took Air India’s sales and promotional messages to millions of passengers across the world. Price with quality gives value and value is why people tend to choose one brand over the other. Brand Marketing, Joe Marconi(2000), page 34) this is what Air India follows and gaining loyalty among the costumers. All the offers and the promotional strategies they follow help in maintaining the brand equity. The varied facilities they provide in the flight including Dining, Music ranging from Indian to western and Japanese music and videos in India to Japan flights is one among the unique features it has got which is attracting the passengers who fly from and to Japan.The Frequent Flyer programme and Flying Return Programme are introduced increases the brand loyalty. Air India is increasing its services to maintain it’s brand equity and attracting the new costumers by starting flights to the new destinations and creating a new sector in the cabin crew for the passengers with special needs all these helps Air India to live in the minds of the customers as a strong brand.The quality of service and the commitment to increase the costumer satisfaction makes Air India a top brand in India in the aviation sector and with it’s merger with Indian Airlines it is going create the same imp act on the domestic passengers as it created on the international customers from the past 56 years when they came into the market as a brand. MARKET SEGMENTATION: According to Philip Kotler ‘market segmentation is and effort done to increase the company’s precision marketing’. To segment consumer markets usually researchers look at the consumer characteristics such as Geographic, demographic, psychographic and behaviour. . Geographical Segmentation: It involves dividing the markets into different geographical units such as Nations,States,Regions,Counties, Cities and Neighbourhoods. 2. Demographical Segmentation: The market is divided into groups on the basis of variables such as Age, Size of the family, Family life cycle, gender, Income, Occupation, Education, Religion, Race, Generation, Nationality and Social Class. 3. Psychographic Segmentation: In Psychographic Segmentation buyers or customers are divided into different groups based on lifecycle or personality and values. . Behavioural Segmentation: Here Buyers or Consumers are divided on the basis of their Attitude towards the product or company, use of it, benefits, usage rate, loyalty status, Buyer Readiness stage . AIR INDIA’S market segmentation is a mix of all the consumer behaviour segmentation’s as mentioned above. Factors such as, Air fare which varies from destinations to destinations this supports that based on the destinations the costumers travel fare depends on to which destination they are flying is Demographic way of segmentation.The company’s website clearly provides all the basic necessities what an Airlines company should have. A passenger can book tickets whose family comprises up to five adults, four children and two infants where majority of family member range across the globe fall into this category. Seating arrangement are broadly classified into three based on the facilities provided like any other airlines. The three classes are First Class , Executive Class & Economy Class. The Preferences of the customers to book the class usually depends on their income, occupation, and Social Class.On the website if we se the two options while we book the ticket they are Restrictive fare and Flexible fare supports the above statement to some extent. All the variables such as Family size, income, occupation and social class are taken into consideration they all come under Demographic segmentation hence we can justify that the market segmentation of Air India follows Demographic segmentation. People who have got a life style of spending lavishly and love to be in esteemed state usually go with 1st class this life style is a variable of Psychographic segmentation.Air India provides extreme benefits for the passengers along with the basic needs such as Dining which offers a varied choice of menus ranging from Indian, Continental, to western nouvelle cuisine and Japanese meals on the India – Japan route if any passenger has got s pecial requirement varied choice of meals as many as 23 special meals whose details are present on the website. Serving first class passengers in Royal Dolton Bone China Crockery nd alcoholic bewarages which are served as complimentary in all classes are some examples of the benefits they provide the customers. Added to this in flight entertainment is provided with all accesses to different radio channels and offering music ranging from Indian to Jazz, Pop etc along with different videos of bollywood and many other regional languages are offered. Frequent Flyer programme and Flying return programme are the most attractive offers for the air India costumers through this they earn mileage points to redeem their tickets faster.Flying return programme has a membership of over 2,00,000 in India , Gulf, UK, USA, all these offer’s and the benefits they provide increase the loyalty status and usage rate and all these are the variables of the behavioural segmentation. Hence from the a bove points it is clear and evident that the marketing segmentation of Air India is mix of all the consumer characteristic segments. EASE OF USE: Air lines are using internet as an effective information dissemination and revenue generating channel (Connoly,Olsen Moore 1998).Standing(2000) claimed that the web has changed from pushing firms and services to pulling clients into value added opportunities that a company provide. According to Stuat (1996) an online catalogue should provide all the information what exactly customers need to make a purchase decision. All the promotions should include product information , product pricing and online ordering information. Connoly , Olsen, Moore (1998) argued that customers should know about Air Ticket prices , Schedules , and flight availability .Kucway (1997) stated that a appropriate airline website for starter should offer schedules , frequent flyer membership, tickets information and updated contact numbers for making reservations and a step beyond that is ability to make e- reservations. Airlines compete not only among each other but also with the other online travel agents such as Travelocity supported by SABRE and Expedia supported by Microsoft. The most common complaints about an about any web page is the lengthy time needed to load the web pages and loads of graphical images though these kind of graphical images attract the viewer.For every 10 sec taken by the graphics to be loaded before the webpage content can be seen there is a risk of loosing 20% of viewers (Taylor 1999). So web designers should try to avoid putting heavy graphical images on the home page and should provide link’s to the related sites or pages where the information is quoted. A successful business website notices customers to visit and purchase as it offers something of value more than that the customers cannot find any where else (Theobald and Dunsmore 2000) Some of the basic characteristics that make a successful airline website a re (Stout 1996) 1.Availability of product pricing and product information. 2. Online ordering information for general products and services. 3. Provision for extra benefits for customers such as discounts on fares etc. 4. Fast loading web pages especially where home page is located. 5. Graphics should be kept in a small display size and scrolling text should be avoided. 6. And to cultivate customer loyalty. Air India website has got all the features what a successful air lines website should have except problem with home page loading.It is very easy to accesses the website the website is developed in such a way that a viewer or the customer can be able to know all the information he needs . It provides the customers with the fleet i. e. with all the aircrafts they have got with them and which kind aircraft they are using for which destinations this is one of the unique feature of this website. All the general information such as booking the tickets , destinations where they fly , of fers they have got with them , special requests baggage tracking facility online etc. One of the unique features of this website is online cargo tracking facility.At the bottom of the homepage there links provided through which one can access the FAQ’s, Investor relations. About the Airlines etc. The website has been segmented into different pages and it is very easy to access the information it follows all the basic concepts and keep it’s brand name alive. Dave Chaffy in stated some principles which should be followed to design an effective webpage. If the web site is designed on these principles it will be user friendly and Air India website is one of the example of such websites with some exceptions.If the website is friendly then only the company can retain it’s costumers Air India is one of such website. TRANSACTIONAL FACILITIES: Transactional facilities are one of the important characters of an airline website. As these airline websites are meant for reser vations and payment of money usually so transactions are done at a higher rate on these websites. Company should be trusty and should give a durable service and the transactions should be secure Air India has got a data protection service which is present on the website.It’s a kind of procedure followed while a passengers books a ticket as a measure of extending the security system one should be able to provide all the details of his including Passport number etc by using or becoming a YATRIK ID holder after this the costumer is directed to purchase of ticket where there is a credit card or debit card verification system. The transaction process is very easy after the costumer pays the fare then immediately there will be mail including everything in the costumer’s mail box .Air India has got a well implemented technology and security features to safe guard the all the personal and transactional details. CONCLUSION: From the above all points we can conclude that Air Ind ia is one of the best example for an success full Air Line company operating the website. Website is filed with all the important information what a customer or passenger needs before booking tickets. All the offers and the destinations to which they fly and the shipment tracking facility on line is one of the important and unique feature of the website.RECOMMENDATIONS: By having a overall look at there are no significant problems with the website except the time taken by the home page to load which is the same case with many pages on the website. For every 10 seconds it takes for the graphics to be loaded before the complete Web page contents can be seen, there is a risk of losing 20% of the viewers (Taylor 1999) so keeping this view point the web page designers should be able to provide a efficient service overcoming this problem. The designers can break up the huge web page into multiple pages (Howe 1999).REFRENCES: ? www. airindia. in. ? http://www. m-travel. com/news/2007/05/ai r_india_to_di. html. ? Marketing Management by Philip Kotler Millennium edition. ? A study of Airlines ‘Online Reservations on the Internet Rob Law and Rita Leung. Journal of Travel research 2000;39;202. ? www. datamonitor. com Airlines in India Industry Profile November 2007 edition ,Reference code 0102-0756 ? E commerce Fundamentals and applications Henry chan, Ray Mondlee, Tharam Dillon, Elizabeth Chang 2001.

Decision Making Essay

Decision making can be define as the cognitive process â€Å" resulting in the selection of a belief or a course of a action among several alternative possibillities. Every Decision Making process produces a final choice [James Reason (1990)] that may or may not promp action. Effective Decision Making is the study of identifying and choosing alternatives based on the values and preferences of the decision maker. Decision – making, is one of the central activities of management and is a huge part of any implemantation. For effective decision making, a person must be able to forecast the outcome of each option as well, and based on all these items, determine which option is the best for that particular situation.Human performance in decision making terms has been the subject of active reserach from several perspectives. Form a psychological perspective, it is necessary to examine individual decision in the context of a set of needs, preferences an individual has and values they seek. Form cognitive perspective, the decision making process must be regarded as a continous process integrated in the interaction with the environment. From a normative perspective, the analysis of individual decisions is concerned with logic of decision making and rationality and the invariant chioce it leads to.[Daniel Kahneman, Amos Tversky 2000] The ability to make wise, educated decisions is essential to living a succesful and fulfilled life. Individuals, groups or teams make decisions every day. Some decisions are very important and affect lot of people whereas other decisions are small and affect only one or two people. A decision-making process based on data leads to good decisions. A major concern in management has been to understand and improve decision making. [Isabel Briggs Myers|Myers, I.1962]. There have been two approaches to management decision making [Huber, 1980]. The first is concerned with development and application of normative decision rules based on formal logic d erived from economics or ststistics. The second involves descriptive accounts of how people actually go about making judgements, decisions and choices. [Isable B. Myers|Myers,I. (1962)].  Decision making can usually be improved by breaking a problem into parts, working on the parts separately, and then combining themm to make final decision. It has been shown in a variety of works that business decision making environment is a unity of decision makers experience, belief and perceptions on one side, and decision support tools and techniques – on the other side. In making important decisions, any info rmation sources that contain relevant important are going to be accessed and used. In this presentation we are going to show decision making process, models, and types. And explain how we can make strategic decisions in different situations. In fact in making decision in management has a significant role as Peter Drucker says 90 percent of activities in management is decision making, so we are going to discuss this important subject to show different aspect of it and find new ideas in this area research. 2.0 Decision Making Process and Steps; Decision making can be categorised as a process evaluating a problem to find solution. It is always best to strive for the best decisions? There may not be the Probably not shooting for perfect solutions cann freeze decision makers into inaction. They also might be fear of making wrong decision.When gathering data and information becomes more important than making decisions and taking action sometimes, it’s better to make decisions, risk mistakes and then learn from the mikstakes when you make them. After all, then saying isn’t â€Å"decision make perfect†, it’s â€Å"practice makes perfect†. [S. Herper (2000)] As said coca cola decision which has resluted to story suggests the extensive need for decision making in business. A management decision typically typically affects a great number of people-customer, stockholders, employers and the general public. Coca cola is accountable to more than 100000 shareholders and of extensive number of employee. Professional undertake to see the managers decision which reflected its positive returns in their revenue report.It has emphasise on the welfare of the employees and the economis health of the community in large and take into  consideration the effect to the country as whole. To strive and prosper, proffessional managers should be able to withstand the pressure and make sound decision. Companies do not want dynamics failures; they require individuals wha are properly equipped to make decisions. It doesn’t mean that the decision makers (managers) is 100 percent is accurate most of the time. They also tends to make wrong decisions most of the time at the expense of the shareholders.It does suggest that succesful managers have a higher batting average than les succesful managers. [R. Wayne Mondy (1993)] The process of decision making does not occur in tandem. The organization external environment influence the decision making process and the internal environment assist what and how the decision making should take place. For example the success of Pepsi-Cola in gaining market share while Coca Cola lost it and help to convince Goizueta that was needed. Whether a decision is programmed or none programmed and regardless of managers choice of the classical, administrative, or political model of decision making, a decision making process typically hasfive steps: 1) Idenitify the problem or opportunity 2) Develop alternative 3) Evaluate alternative 4) Choose and implement the best alternative 5) Evaluate the decision 2.1. Identify the problem or opportunity: according to Harold Leavitt, â€Å"a business leader must have thre major talents: problem solving and subsequent decision making, implementing and visionary and entreprenuel talents†. Some people view decisions making only as problem solving, however problems are best treated as opportunities. The first in the decision making process should be to look for alternatives before a decision is made. As known there is no one best decision method is exist. All problem should be treated as opportunities. Eventually, problems will make themselves  evident. All problem can be converted to opportunity. All existing problem can be corrected if managers face the problem as opportunity to progress. Managers confront a decision requirement in the form of either a problem or an opportunity. A problem occurs when organizational achievement notaccomplishment is less than establishment goals. An opportunity exists when m met as ecpectaion of an organization and exceed specified targets of an organizations. Identifying of a problem or opportunity is the first step in the decision sequence and requires survillance of the internal and external environment for issues that merit executive attention. [Richard L. Daft (2005)] Managers often search and evaluate the world around them to determine the progres of the organization .Some information comes from periodic financial reports, performance reports, and other sources that designed to discover problems before they become too serious. Managers also take advantage of informal sources. They talk to other managers, gather opinions on how things are going, and seek advice which problems should be talked. 2.2 Develop alternatives: A typical problem can be solved in various ways and method. Several alternatives is available before a decison is made. The choices that the decision maker has to decide are alternatives. A decision making process is utmost important and a feasible way to solve the a probleeThe only alternatives that really counts is the one judged best among those considered. At this point in the decision making process, however, it is important to consider all feasible ways by which the problem can be solved. Once the problem or opportunity has been recognised and analyzed, decision makers begin to consider m (opportunity). The next stage is to generate possible alternative solutions that will respond to the need of the situation and correct the underlying causes. One study found that limiting the search for alternatives is a primary csuse of decision failure in organizations. [Paul C. Nutt (1999)]. Decision alternatives can be though of as the tools for reducing the difference between the organizations current and  desired performance. Once a problem or opportunity has come to managers attention, the understanding of the situation should be refined. Diagnoses is the step in the decision making process in which managers analyzes underlying casual factors associated with the decision situation. Managers make a mistake here if they jump right into generating alternatives without first exploring the causes of the problem more deeply. [C. Kepner and B. Tregoe (1965)]. 2.3 Evaluate Alternatives: Almost all possible solutions there are advantages and disadvantages. But there maybe be only one solution for any existings problem (opportunity). It may also might not be the only best solutions for the problem (opportumity). Coca cola alienate to replace the old coke is part of an alternative decision. It is essential that managers realistically appraise arguments for or against a particular alternative. Sometimes an idea might sounds good initially, but taking time to weigh the pros and cons of alternatives usually pays off. There are number of ways evaluating alternatives. One way is to list yhe strength and weakness of the problem (opportunity). Total consideration should be given and to avoid on the strength and weakness and overall importance should be given to conclude the alternative. 2.4 Choose and implement the best alternative: an alternatives implentation is chosen once the decision of choice is established. The decision of choice is the selection of the most promising of several alternative course of action. In order to choose best alternative one has to achive the desired results using the resources.In order to make choices on managers personality factors and willlingness to accept risk and uncertainty. At this stage the use of managerial, administrative, and persuasive abilities to ensure that the chosen alternative is carried out. It also has a similirarity to the idea of strategic implementation. The ultimate success of the chosen alternative depends on the whether it can be translated into action. In the evaluation stage of the decision  process, decision makers gather information that tells them how well the decision was implemented and whether it was effective in achieving its goals. Feed back pertinent because decision making is a continous, never ending process. When an executive or board of directors votes yes or no then the decision making is not completed.The feed back provides decision makers with information that can assist to new decision cycle. What separate the succesful managers and less succesful ones is the ability to select the best course of action from several possible alternatives. The alternative offering the highest promise of attaining the objective, taking into consideration the ovearall situation, should be selected. It is an easy task but fear to make a wrong decision will make the managers to avoid making decision at all. In most organization the onus is on the managers to make decision as they are high salaried and they carry the task to make a sound decision. 2.5 Evaluate the decision: For completing a decision-making process one have to first expose to the realities of the business environment. An objective assessment required to turn the problem into opportunity and this implementation does not complete the decision making process. [R.Wayne et al (2005)] 3. Ethical Decision Making: Half of all decisions taken be managers not necessarily solev the problem after all. Most of the time they ignore ethical questions. High ethical and guideline standards needs to put into consideration before performing the management functions. When making unpopular decision such as layoffs, one has to be ethical by giving advance notice and assisting them to find a new job elsewhere or within the organization. Couple of test need to be taken to evaluate oneself, are we making the right decision or not. Firstly ask yourself, â€Å"Are there any legal restrictions or violations that will result from this action? If so, try other alternative course of action. Secondly â€Å"does it ciolate the company code of ehics?† If yes find a different path  to follow. Thirdly ask â€Å"does this mmet the guideline of my own ethical philosophy?† and if the answer is â€Å"yes†, then your decision must still pass two important test. [Gitman et al (2008) The feeling test: now you must ask, â€Å"How does it make me feel?† this will enable yourself to evaluate your comfort level in producing a particular decision. A sense of discomfort will seep in if you’ve make a wrong decision where one will loss of sleep or appetite and my go into depression. Front page of the newspaper test: the final test is the â€Å"front page of the newspaper† the question to be asked is how a critical and objective reporter would report your decision in a front page story. [Gitman et al (2008)] Decision relos: According to Mitzberg: the time managers spend obtaining and sharing information is not an end in itself. The time spent taking to and obtaining and sharing information with people inside and outside the company is useful to managers because it helps them make good decisions. According to Mitzberg, managers engange in four decisional sub roles: entreprenuer, disturbance handler, resource allocator and negotiator. [Chuck Milliams (2 005)] 4. Decision Making Models Decision making models: primary decisions making models: the rational model and the bounded rationality model. The rational (also called the classical model), the decisio maker attempts to use optimizing, selecting and best possible alternative. In bounded rationality model (also called the administrative that meet the minimal criteria. [Robert N. Lusssier (2006)]. Making better decisions: modern research shows that managers, who make the best decisions, don’t overanalyze by relying on rational decision making model, nor do they oversimplify by relying solely on their intuition. Instead, many managers utilize a concept refered to as â€Å"recognitional decision making†. Recognition decision making leads to quicker decisions than rational decision making because it integrates the use of memory in the context of a situation in order to develop an immediate feel for the current situation. [Chuck Williams (2005)] 4.1 Classical Model: the classical model of decision model of decision making is based on economic assumptions. This model has arisen within the management literature because managers are expected to make decsisions that are economically sensible and fit the organizations’ best economic interests. The four assumptions underlying this model are as follows: 1. The decision maker operates to accomplish goals that are known and sgreed on. Problems are precisely formulated and defined. 2. The decision maker strives for conditions of certainty, gathering complete information. All alternatives and the potential results of each are calculated. Assign 3. Criteris for evaluating alternatives are known. The decision maker selects the alternative that will maximize the economic return to the organization. 4. The decision maker is rational and uses logic to assign values, order preferences, evaluate alternatives, and make the decision that will maximize the attainment of organizational goals. The classical model of decision making is considered to be normative, which means it defines how a decision maker shouls make decisions. It does not describe how managers actually make decisions so much as it provides guidelines on how to reach an ideal outcome for the organization. 4.2 Rationality: It is frequently said that efective decision making must be rational. People acting and deciding rationality are attempting to reach some goals that can not be attain without action. They must have a clear understanding of alternatives coerces by which a goal can be reached under existing circumstances and limitations. They also must have information and the ability to analyze and evaluate in light of the goal sought. In many respects, the classical model represents an ideal model of decision making that is often un attainable by real people in real organizations. It is most valuable when applied to programmed decisions and to decisions characterized by certainty or risk, because relevant information is available and probabilities can be  calculated. [Richard L. Daft (2005)]. Programmed decisions are design based on the historical data to enable all levael of managers are able to make a decision base on the same situation problems all the time. As such it can be concluded as a set of policy serve as a guideline and also act as a SOP. A non programme are made to situations that are unique, are poorly defined and largely unstructured, and ahev impportant consequences for the organizations. The decision regarding a recall at Toyota is an example of a a non programmed decision. Another good example comes from the financial services industry. Decision to to acquire a company, build a new factory, develop a new product or service, enter a new geographical market, or relocate head quarters to another city are all non programmed decisions. 4.3 Bounded rationality: The administrative model is base on the work of Herbert A. Simon. Simon proposed two concepts that were instrumental in shaping the administrator model: bounded rationality and satisficing. There are limitations to the bounded rationality or boundaries. Organizations are incredibly complex and managers have the time and ability to process only a limitated amount of information with which to make decisions. Because managers do not have the time or cognitive ability to process complete information about complex decisions. Satisficing is a decision made at the first encounter of any situation. Minimal consideration given to consider any alternative. There is no time frame on how long this process will take place. It merely rely on assumptions. 1. Organization decision goals are often not clear, exist dispute and always have disagreement among the managers. 2. Rational method are not often popular amongst managers alike and only confirned to simplistic point of view and does not get the attention of of real organization events. 3. Managers searches for alternative sre kimited because of human, information, and resources constraints. 4. All the decision makers (managers), often prefer the satisficing rather than maximizing solution, partly because they have limited information and partly because they have only unclear for what  constitute a maximizing solution. 4.4 Administrative model: This model is description are charecterized by uncertainty and ambiguity. Most of the management decisions are normally programmeable to lend themselves to any degree of qualification. The decision maker (manager) are unable to decide and economical rational decision. None programmed decisions: are used for unstructured, novel, and ill-defined situations of a nonrecuring nature. Example is the developing of the four wheel drive passenger car by Audi. In fact strategic decision, in general, are none programmed decisions. Most decisions are neither completely programmed decisions. Most decisions are neither completely programmed nor programmed none programmed: they are a combination of both. [Heinz Weihrich et al (2005)]. The administration model of decision making is based on the work of Herbert Simon. Simon proposed two concepts that were instrumental in shaping the administrative model: bounded rationally and satisfying. According to the administrative model: Decision goals are often unclear and disputing in nature and lack of consensus among managers. Managers are often not able to see the problems (opportunity) that exists in the organization. Rational procedure are not often and when they are they are confined to a simplistic view of the problem that does not captiure the complexity of real organization view. 4.4.1. Intuition: another aspect of administrative decision making is intuition. Intuition represents a quick apprehension of a decision situation based on past experience but without conscious thought. [Weston. H, Agor (1986)]. Intuitive decision making is not arbitrary or irrational, because it is based on years of practice and hand-on experience that enable managers (decision makers) to quickly identify solutions without going through pain staking computations. 4.5 Political model: is the model of decision making is often used for making none programmed decisions when conditions are uncertain, information is limited and there is often disagreement among  managers about what goals to pursue or what course of sction to take. The political model closely resembles the real environment in which most managers and decision makers operate. Decisions are complex and invlolve many people, information is often ambigous, and disagreement and conflict over problems and solutions are normal. There are four basic assumptions of the political model. Organizations are made of groups with diverse interests, goals, and values. Information is ambigous and incomplete. Managers do not have the time, resources, or mental capacity to identify al dimension of the problem and process all relevant information. Managers engange in the push and pull of debate t decide goals and discuss alternatives. Decisions are the result of bargaining and discussion among coalitio n members. [Richard L. Daft (2005)] 4.6 The Kepner-Tregoe method: this model combines the oblective approach with some subjectivity. The subjectivity comes from determining â€Å"must† and â€Å"want† criteria and assigning weighted values to them. [Robert N. Lussier (2006)]. The Kepner-Tregoe method is a technique for comparing alternative using the criteria selected in steps 2 of the decision making model.[Robert N. Lussier (2006)]. 5. Individual Decision Making and Group Decision Making Problems in any organization occurs when they were conflict of agreement of certain issues, as such one must decide who should participate to find the solution. As refering to the current trend the management favors increased employe participation. Using to group to improve decision making: according to study reported in fortune magszine. 1 percent of U.S. companies use teams and group to solve specific problem. Individuals who are highly defensive in this manner show significantly greater left prefrontal cortex activiry as measured by EEG than do less defensive individuals. ]Blackhart, G. C., & j. P. (2995)] Group decision making is critically important to meet the current fast moving organozations trends. The informal or formal group exist to reach a consensus and to  discuss a particular problem by creating a short list of acceptable alternatives or deciding on criteria for accepting an alternative. They are known as a support system and supported by electronically to support this system. [Turban, et al (2008)]. Group method invlove in decision making: It always discussed that it only involve a single manager to make a certain organization decision. This individual is responsible for the outcome of decisions under their control. Effective decisions generally combine high quality with acceptance by those affected by the decision. Group bring different resources to the decision making task. [R. Wayne et al (1993)] 5.1 Potential advantages of group decision making: The group has an advantage to make a sound decision on complex issues in comparison the individuals in a organization. Special in case of significant none programmed decision and conditions of risk or uncertainty. – More information, alternatives, creativity and innovation: Generally a group of people contains more information than an individual. Than they can more creatine and innovative. They usually have options and alternative to apply before an effective decision is agreed upon. – Greater communication to the decision: The people engange in the decision making process have greater options in increased communication to implementing the decision. And improved participation in problem solving and decision making is rewarding and personally satisfying to the people and will improve morale and motivitation. – Training. Allowing participation in decision making trains people to work in groups by developing group process skills. 5.2 Potential disadvantages of group decision making: – Wasted time – Satisficing – Domination and goal displacement: A certain sub group may dominate the group decision. Disagreement occurs when there were no 100 percent agreement from overall decision making process rather than pursuing goal of finding the best solution. – Conformity  and group thinking: Inferior feeling and disagreement might crept in before a certain agreement takes precident and the end result will be a conflict. [Robert N. Lussier (2006)]. For creating, creative alternative solutions in groups decision making there are five popular techniques: Brainstorming Synectics Nominal grouping Consensus mapping Delphi technique Brainstoming is the process of suggesting many possible alternatives without alternatives. Synectics is the process of generating novel alternative through role playing and fantasizing. Nominal grouping is the proces of generating of generating and evaluating alternatives using a structured voting method. This proces usually invloves six steps: listing, recording, clarification, ranking, discussion and voting. Consensus mapping is the process of developing group agreement on a solution to a prblem. The Delphi technique involves using a series of confidential questionnaires to refine a solution. [Robert N. Lussier (2006)] 5.3 Personal decision making: Imagine you were a manager at, GM, a local movie theater or the public library. How would you go about making important decisions that might shape the future of your department or company? As we are aware that there is number of factors may effect how a managers make efevtive decisions. For example the decisions may be programmed or non programmed, situations are charactirized by various level of uncertainty, and managers may use the classical, administrative, or political model of decision making. [Richard L. Daft (2005)] 6.0 Innovative Group Decision Making: The critical skill the managers possess to make a high quality decisions is an essential as they have to make majority of decision on their own. Is it practical for the managers make this  decision?No. The rapid face of the business enviromnment calls for just the opposite i.e, for people throughout the organization to be invloved in decision making and have the information, skills, and freedom they need to respond immediately to prblems and questions. Managers bdo make some decisions as individuals, but decisions makers more often are part of a group. Indeed majoir decisions in the byusiness world rarely are made entorely by a single manager. 6.1 Brainstorming is a method a group of people and discuss spontaneously wide range of ideas and policies before decision making. The efective brainstorming are people can be bulid on one anothers idea: number of ideas will be fielded and they will come to an consensus after wide range of ideas is discussed. It also have some drawbacks as there maybe making decision to please the superior or to impress colleagues. Studies found that when four people are asked to â€Å"brainstorm† individually. They typically come up with twice as many ideas as a group of four brainstoming. 6.2 Rigorous debate an efective decision maker (manager) always encourage a rigorous debate of a certain issues. It also recognize that constructive conflict based on divergenr points of view bring a problem into focus, clarify people’s ideas, stimulate creative thinking. Chuck Knight, the former CEO of Emerson Electric, always sparked debate during strategic planning meetings. Knight believed rigorous debate gave people a clearer picture of the competitive landscape and forced managers to look at all sides of an issue, helping them reach better decisions. 6.3 Groupthink pressures for conformity exist in almost any group, and particularly when people in a group like one another they tend to avoid anything that might create disharmony. It has tendency to surpress contrary opinions. When the group thinking mode is activated, maintaining unity will be given priority ather than realistically challenging problems and alternatives. People censur their personal opinion and reluctant to criticize the opinion of others. 6.4 Bailout in the fast paced environment managers are risk takers and learniong from  mistakes. Theyy also not hesitant to pull the plug when something not working. According to researches managers and organizations often continue to invest time and money in a solution despite strong evidence that is not appropriate. This move is knwons as escalating commitment. Managers might take initiative m to simply block or distort negative information because they do not want to be responsible to make a wrong decision. Conclusion The decision making in organizations invloves number of thories and easy to understand. The economic academician has derived methods to assist the decision makers (managers) to derive a good decision in order to avoid making bad decisions. It is very difficult to make good decisions without valid relevant information. It involves choosing between a wider process in problem solving. It can be through either an intuitive or seasoned process, or a combination of the two. There are number of stages to any structured decision making. For important decisions it is woryth always keeping a record of the steps you followed to make the decision. That way, if you n are ever critisized for making a bad decision, you can justify your thoughts based on the information and process you used at the time. Furthermore by keeping a record and enganging with the decision making process, you will be strengthening your under standing of how it works. This can make future decisions more easier for managers. References. 1. James Reason (1990). Human Error.Ashgate. ISBN 1840141042. 2. Daniel Kahneman, Amos Trversky (20000. Choice, Values, Frames. The Cambridge University Press. ISBN 0521621720 3. Isabel Briggs Myers|Myers, l (1962) Introduction to type: A description of the theory and applications of the Myers-Briggs type indicator, Consulting Psychologist Press, Palo Alto Ca., (1962) 4. Martinsons, Maris G., Comparing the Decision Styles of American, Chinese and Japanese Business Leaders. Best Paper Proceedings of Academy of Management Meetings, Washington, DC, August (2001) [1] 5. Blackhart, G. C.., & Kline, J.P. (2005). Individual differences in anterior EEG asymmetry between high and low defensive individuals during a rumination/distraction task. Personality and Individual Differences, 39, 427-437. 6. Drake, R.A. (1993). Processing persuasive arguments: 2. Discounting of truth and relevance as a function of agreement and manipulated activation asymmetry. Journal of Research in Personality, 27, 184-196. 7. Chua, E. F., Rand-Givanetti, E., Schcter, D. L., Albert, M., & Sperling, R.A. (2004). Dissociating confidence and accuracy: Functional magnetic resonance imaging shows origins of the subjective memory experience. Journal of Cognetive Neuriscince, 1 6, 1131-1142. 8. Selected Topics in Indeteministic System Intersystems Publications: California, (1989), p. 21 9. Richard L. Daft. New Era Of Management 10th edition, Thomson, (2005), pp 237-258. 10. Heinz Weirich and Harold Koontz. Management: A Global Perpective. 11th edition. McGrow Hill, (2005): pp144 11. R. Wayne Mondy and Shane R. Premenua. Management, Concepts, Practices, and Skills. 6th edition, Allyn and Bacon. (1993):pp116,123,128 12. Robert N. Lussier, Management Fundamentals: Concepts, Applications, Skills development, Thomson, (2005): pp 115-118,123-126,134,168. 12 13. S. Harper, Timing the bedrock of anticipatory management, business horizons, (2000):p75 14. Herbert. A Simon, The new science of management decision, harper and bow, (1960):pp5-6 15. Weston. H, Agor, the logistic of intuition: how top executives make important decisions, organizational dynamics, 14, (1986), pp5-18 16. Herbert A. Simon, Making management decisions: the role of intuition and emotion academy of management executive, (1987):pp57-64 17. James. G. March and Herbert A. Simon, Organization, wiley (1958):pp22 18. http://www.businessdictionary.com/definition/decision-making.htmldecisionmaking 19. http://www.mftrou.com/decision-making-tool.htm.

Process Improvement Application Research Paper Example | Topics and Well Written Essays - 1500 words

Process Improvement Application - Research Paper Example The researcher states that Quality Improvement is an outline of a sequence that one needs to follow to arrive at a certain point that would define goal achievement. One can also understand QI to mean ways through which an organization can ensure client satisfaction through an offering of meritorious services. In many circumstances, healthcare facilities are so far the known organization that uses QI story more than any other organization. This does not imply that QI improvement limits its application to health practitioners. In fact, some assembly industries like motor vehicle assembly also use QI in their management system. Some of the benefits that accrue to an organization that employs a Quality Improvement management system are customer loyalty, improvement in market share, reduced service call, higher prices, and greater productivity. Any organization that uses Quality Improvement story has varied reasons for doing so. The reasons for using QI story include helping the team to o rganize, gather and analyze data in a logical fashion; monitors the teams progress; facilitates understanding by non- team members and lastly, it standardizes presentation to management. In the case of a health practitioner, he/she needs to organize the work in search a way that it clearly defines who is going to be responsible for what task. It also indicates the time one would execute the task and the duration that one would take to accomplish such kind of task. The QI story makes sure that it states how one would gather the necessary data and method for analysis of the collected data. Secondly, QI story helps one to monitor the team’s progress. The team enters whatever they have done in a format that one can identify easily or observe with ease. The management is able to evaluate and monitor the progress that the team is making from the format of presentation that QI story delivers.

Jet Blue Case Study Essay Example | Topics and Well Written Essays - 1750 words

Jet Blue Case Study - Essay Example In this case, it is necessary to analyze human resource strategies, policies and practices directed toward the provision of best services within the airline industry. The following paper will examine and make an analysis of resource strategies, policies, and practices and their relation to one of the well-known low-cost U.S. carriers, JetBlue Airways. In terms of hiring practices, JetBlue follows the Equal Employment Opportunities laws through its Corporation Affirmative Action Policy, which impedes any ways of discrimination and harassment against any candidate, employee, suppliers, and customer. As one of the key company’s values, Caring and Integrity in following EEO rules is doubtless (O’reill & Hoffer Gittell, 2001). According to the Corporation Code of Conduct (2014), JetBlue respects individuals in a non-discriminatory manner and without regard on race, gender identity, sexual orientation and religion, age, citizenship, disabilities and such status as veteran. These are all the regulations of the company based on such laws as Age Discrimination in Employment Act of 1967, Americans with Disabilities and Rehabilitation Act of 2008 and Fair Labor Standards Act of 1958 (EEO Laws, n.d.). The process of recruitment should be aimed to not only filling with certain organizational gaps, but be focused on searching for specific skills and experiences of people to build an organization. The recruitment process at JetBlue, according to O’reilly and Hoffer Gittell (2001), is the most important thing as it means to search for those who would fit company values. For internal sources, employees are at the highest concern within the company, as they know the requirements of various positions and are able to take full responsibility on such knowing and desire to hold a new job. JetBlue motivates talented crewmembers in different ways, developing its reputation for special treating of

Following Unethical Military Orders Research Paper

Following Unethical Military Orders - Research Paper Example In most cases the military discipline and effectiveness is based on the fact that they have to obey the orders that are given to them. The emphasis on military ethics can be seen with the recruits who are taught how to obey without question especially if the orders are from their superiors. There are serious consequences for members who do not adhere to the orders stated. In the military it is considered a crime not to obey the orders stated (Dream, 2011). Consider for instance the ethics of killing criminals which in most cases has been criticized by the public. This is because, they table their argument that it can never being right to use deadly forces to enhance law and order against people intentionally. It cannot be ignored that killing is always wrong since it is the responsibility of God to give and take life and not human beings. It is a sign of violating human dignity since statistics show that even the innocent people end up being victims. Military officers do not have a right to retaliate over their enemies. However, members of the military argue that killing in some cases is justified, especially as a form of defense. Power, security and economy are the great determinants of the international relations that exist among different countries. This is an implication that countries that have not fully stabilized their military institutions are likely to feel unsafe and this makes them want to establish the best economic relations with those that have a military stability (Mobley, 2009). The policy of cooperation is best underpinned by the realism theory that fosters national interest and security over ideological differences. The military ethical orders are an evolving inquiry. This means that experts are always looking and studying the past for purpose of understanding the future. In most countries, ethical policies in the military are considered to be those that are about the

Financial statement analysis Essay Example | Topics and Well Written Essays - 250 words - 1

Financial statement analysis - Essay Example Additionally, the company has a projected profit for the next three years showing an increase in profit every year. This has been facilitated by the unique service the company will offer to out compete the two competitors in the industry. Besides, the company targets specific customers with specific needs that are lacking in the market. As well, the success of the company is attributed to the diversification of customers according to their specific needs to ensure quality of service s offered to them (Bernotavicz, 1995). With the ambitious mission and vision of the company, it is in a position to offer the services in a planned manner that will see it utilized its competitive advantage to grow continuously. The company will combine the 5P of marketing to achieve an increasing sales forecast every year for the next three years. However, in as much as the business plan is to be implemented, care must be taken to follow all the legal requirements and avoid all the potential risk that may undermine the performance of the

Business Environment - Meeting global and local needs Coursework

Business Environment - Meeting global and local needs - Coursework Example The main purpose of this organisation type is to serve the community as a whole and delivering public benefits (Fletcher, 2005). Partnership: It is such an organisation type, which mainly comprise two or more partners in order to conduct a business. In this organisation type, the partners involved utilise the available resources and thereby share profits equally or proportionately (Fletcher, 2005). It is quite obvious that different stakeholders possess diverse needs along with objectives. An organisation mainly works towards meeting its predetermined goals along with the objectives of the stakeholders. It can be apparently observed that organisations mainly create a business plan, which helps in complying with the objectives of diverse stakeholders by a certain degree (Morris & Baddache, 2012). It is strongly believed that the stakeholders can be benefited only when organisations provide value added products to the customers. This will certainly make the stakeholders to obtain substantial profits and help them to obtain high dividends. Apart from these, the aforesaid aspect will also provide the employees with better salary. Furthermore, this will also boost the productivity of the organisations to meet customers’ demand and thereby serve the stakeholders effectively. The organisations can meet the objectives of the stakeholders by satisfying customers’ requirements, enabling such organisations to observe rise in profit margin. Thus, the formulation of an effective business plan will help the organisations to meet stakeholders’ objectives by a certain extent (Boutelle, 2004). One of the imperative roles along with responsibilities of an organisation is to serve customers in accordance with their respective demands and preferences. An organization must work under the boundaries of law. In this regard, the belief as well as the reputation of an organisation frames a vital part (Heslin & Ochoa, 2008). It is worth mentioning that an

Yarra Plenty Regional Library Assignment Example | Topics and Well Written Essays - 3000 words

Yarra Plenty Regional Library - Assignment Example Libraries have been in the forefront in embracing the technological changes in the information society. Libraries have been the driving force in research in various fields of study. Therefore, libraries have been the biggest player on matters of education. With the recent challenges of global financial crisis, libraries are facing the challenges financial undercutting. Considering the stakes at hand, there is a strong feeling that this may have a negative impact on the economy and the community since libraries will not be in a position to fulfill their mandate. One of the strengths of libraries is that there is increased demand for knowledge than ever before and libraries are in a position to handle information both analog and digital. There is a continuous growth in world population, which is an opportunity for libraries coupled with the fact that there is more demand for information. The biggest threat to libraries is the advancement in technology. Availability of e-books on the in ternet has reduced library visits since most books can now be accessed through the websites. To solve this problem of budget cuts, the public and the government must be made to understand the importance of libraries in today’s world and the steps libraries are taking to remain relevant in this dynamic world. When you compare the libraries today and the libraries in the past half a decade, you will not fail to notice a number of new developments. These developments cut across technological changes and cultural changes. Since libraries are used by the public, adequate financing of the libraries is seen as a good move by the public. Adapting to new technological changes calls for financial sacrifices, which must be undertaken by the library management. They need to hire competent personnel to help adapt to the changes in the technological world. There is a need for procurement of new machines and new books and house them in a state of art building.

Compare and contrast(difference and similarity)between traditional Research Paper

Compare and contrast(difference and similarity)between traditional Yoruban marriage and traditional Korean marriage - Research Paper Example Of much interest is a deep delve into the understanding by a way of comparison, two cultures (marriage being the common denominator) that reveals elements inherent and unique to a particular community or groups of people. Providing perfect specimens under this study is the Yoruba and the Korean traditional marriages. It will be of interest to learn how communities separated far and wide; living several miles away from each other, with no basis of interaction then, could exhibit similar features in their marriage customs. More so, sharp contrasts in some of the features evident uniquely in either of the two undeniably confirms and gives them their cultural identity as far as marriage processes are concerned. Where everything is equal and normal, records Johnson ,113, a Yoruba traditional marriage involves three stages: an early intimation, a formal betrothal and marriage. In the first stage girls are marked out from childhood with or without their consent as intentioned for marriage to particular young men. No girl would get married without the parents’ consent and such was the basis for the betrothal stage or ‘Isihun’. It was accompanied by a ceremony where the parties involved feasted and offered sacrifices, the ‘Ebo Iyawo’ or the bride sacrifice. The final stage which is marriage could be carried out at any time of the year except during the fasts (Johnson, 114). The Korean traditional marriage on the other hand is a six stage process: Exchange of the letter of four pillars, selection of the wedding day, sending of wedding gifts, the marriage ceremony, the bridal room and the new path (Lee et al, 157) Insight into these stages are illuminated in the p assages below. Unique to the Korean culture is the letter of four pillars (saju) on which the year of birth, month, day and time of the bride or groom were written. Lee et al, 157, notes that the letter symbolized engagement. Arrangements of this nature are clearly absent in the Yoruba

Educational Mobility Essay Example for Free

Educational Mobility Essay The journal article is basically a report on the first study to longitudinally examine educational mobility among nurses. The reason for the study is that schools of nursing cite a lack of qualified nursing faculty as a primary barrier to program expansion. The main objective of the study therefore is to identify patterns in how nurses’ entry-level degrees and other individual characteristics correlate with the timing and achievement of subsequent advanced nursing education. The researchers used longitudinal analysis of data gathered as part of North Carolina’s licensing renewal process. They studied the educational mobility of newly graduated RNs with a variety of entry degrees in this state. They followed cohorts of new graduates who were licensed in 1984, 1994 and a special group in 2004, which is basically a longitudinal study of three decades. The results suggest among others that, more than 80% of all nurses in either cohort who attained a master’s degree in nursing or a doctorate in any field began their nursing career with a bachelor’s degree. Younger age at entry into nursing, male sex, and belonging to a racial or ethnic minority were associated with being more likely to pursue higher academic degrees. Based on their findings, they concluded that increasing the number of graduates with a bachelor of science in nursing degree, especially those who are men or members of a racial or ethnic minority will have the most immediate effect on increasing the potential nursing faculty pool. A Critique of the Research Process and Paper The hypothesis or research question was clearly articulated in the article when the authors introduced the issue of the lack of qualified faculty by schools of nursing as a primary barrier to program expansion. The researchers realized that an examination of the data could offer a much better understanding of how patterns in educational mobility have led to the current shortage, as well as some insight into how to address it. Since it was a longitudinal study of three decades, the literature review must not just be current, but also pertinent in order to address the research problem. In this study, the researchers used only two sources of data: cohort data from the North Carolina Center for Nursing database and data on national graduates from the National League for Nursing Division of Research: Nursing Data Book, 1984; Nursing Data Review, 1994; and Nursing Data Review, 2003. In terms of research design the researchers used longitudinal analysis (which is done over time) to explore patterns of educational mobility among RNs in North Carolina. In this type of research, longitudinal analysis is valuable and relevant because it profiles actual behavior and does not rely upon intentions or recall as in other types of conventional research such as cross-sectional research. However, as the authors admitted a disadvantage of this approach is that over time the nature of educational opportunity and access change so that what was true for nurses starting their career at a specific point in time may not be true for those starting in another time. In terms of selecting the sample and adequacy of the sample size, it was done in accordance to the sampling requirements of the longitudinal study. The first cohort initially consisted of all RNs who graduated from an entry-level program in North Carolina in 1983 or 1984 and were licensed in 1984. A second cohort initially consisted of all RNs who graduated from an entry-level program in North Carolina in 1993 or 1994 and were licensed in 1994. They also collected demographic data on a third cohort of 5,400 RNs who graduated from an entry-level program in 2003 or 2004 and were licensed in North Carolina in 2004. Using the database from the North Carolina Center for Nursing (NCCN) to get the raw data, the researchers were confident that as the first state agency dedicated to nurse workforce planning, the NCCN has 20 years of longitudinal data, including educational information, on the state’s nursing workforce. As far as ethical issues are concerned, there is no point or period in the study article that would suggest of any ethical issue raised by respondents. However, as longitudinal researches take a long time to finish, certain privacy may be raised by some respondents who do not want their past information to be dug up by researchers. For statistical analysis the researchers basically used descriptive statistics such as frequency, means, and certain non-parametric tests (chi-square) for testing significant differences between means computed from the data. Because of the relative characteristic of the statistical tests, the power of the non-parametric test is comparatively lower to that of parametric test. So it is difficult to determine why the authors decided to use non-parametric tests in this case. The findings of the authors do well in identifying the behavior and characteristics of nurses who will most likely fill the gap in terms of the shortage of qualified nursing faculty. Their data also suggests that the nursing shortage will not be remedied without having sufficient nursing faculty in place. While the number of RNs has increased in the past decade, their findings suggest that the demand for nursing faculty is not being met. This research is a longitudinal study only of a specific groups or groups of respondents. This study cannot be generalized and duplicated in other states or locale because of such study’s background. The presentation and style of presenting the research article to the average reader might be a bit overwhelming considering that, although a descriptive study, certain areas are complicated and have heavy technical descriptions. The figures such as charts, tables and graphs are also readable and accurate, albeit it takes time for an average reader to understand them. The articles is useful to nursing practice since it tries to address the issue of shortage of nurses due to the lack of qualified nursing faculty who hold master’s or doctorate degrees. The authors themselves tried to encourage all nurses to understand the value of an advanced formal education and the expectation to pursue it. The authors believe that the fastest way to increase the ranks of faculty nurses is to encourage more nurses to enter practice at the baccalaureate level as this academic route has been shown to make advancement for master’s and doctorate degrees more rapidly.

Management of Direct and Indirect Taxes

Management of Direct and Indirect Taxes Neha Kathuria The assignment attempts to bring out various dimensions of the Indian Tax structure. Three articles were reviewed along with the relevant case laws. All the three articles are based on one theme, the fact that the Indian Tax Structure needs reforms. The first article regarding the Direct Tax Code proposes changes in the Income Tax Act,1961 to be in line with the modern day changes and other economies. The next two articles bring to the notice that there are increasing incidences of the Tax Avoidance and Tax evasion. This is attributed to various factors discussed in the summary of the articles. There have been increase in the tax burden over the middle and lower income slab people and as a result they feel burdened. Also, there has been seen that the growth rate of tax rates for these two groups has went up speedily as compared to for the third group. For these reasons tax administration require changes so that such incidences can be reduced. Article 1: An Appraisal of New Direct Tax Code in India A New Challenge in Direct Taxation by Sarbapriya Ray This Article attempts to study about the new direct tax code which got introduced from the financial year 2012-2013, having replaced the five-decade old system. Further, the article move over to discuss the pros and cons of this new code. The article was written in the year 2011, so all the amendments are in comparison to the Income Tax Act,1961. It has been written by Sarbapriya Ray, Assistant professor at Calcutta University. Although, Direct tax code was introduced to bring about positive changes it was criticized and was considered to be confusing, and So, there have been certain other amendments after that as well, which is given after the summary of the article. The aim of the new tax code was to make the system of direct taxation more equitable and straight-forward. The direct tax rates were henceforth not supposed to be part of the Budget. The modern tax system and provisions were required to come in line with the constantly changing economy. The objective was to end unnecessary exemptions, widen tax bases, increase the ratio of Tax-GDP, minimize disputes and litigation to bring about a more effective and equitable tax system. The reduction in the tax exemptions and deductions which have been increasing were to be reduced or amended because they helped in Tax evasion or Tax avoidance. In the process of providing exemptions and deductions, the amount foregone is termed as the total expenditure and the amount has been increasing from one financial year to another. For instance, the figure for the year 2008-09 has been Rs.27389 crores. General Concepts: 298 sections and 14 schedules were to be replaced by 319 sections and 22 schedules. A unified concept of Financial Year replaced concept of Assessment year and Previous year, doing away with the confusions that arose. Changes in terms of the income tax return filing date were: For corporates, due date proposed was August 31st ever FY. For individuals 30th June was proposed. Income to be divided into two parts: Income from special Sources: Income to be taxed at special rates in case of winning from lotteries, income of non-residents, etc. Income from ordinary sources: Income from salary, Income from capital gains, Income from house property, etc. Features of the new tax code: Tax Rates: The following table shows the income tax slabs till FY 2010-11 and the amended tax slabs that would be applicable from the FY 2012-13 with the implementation of the new direct tax code.   Ã‚   Income Tax Slabs for others and Men Women S.NO Tax Percentage FY 10-11 FY 12-13 1 No Tax/ Exempt Upto 1,60,000 Upto 2,00,000 2 10% 1,60,001 5,00,000 2,00,001 5,00,000 3 20% 5,00,001 8,00,000 5,00,001-10, 00, 000 4 30% Above 8,00,000 Above 10,00,000 The proposed changes were estimated to bring down the tax liability of an individual having income greater than 10 lakhs by Rs.41040 annually. The following table shows the changes in the corporate tax rates with the implementation of the new direct tax code (DTC). Particulars Income Tax Act, 1961 Original DTC Revised DTC Domestic Company 33.22% 25% 30% Foreign Company 42.23% 25% 30% Branch Profits Tax 15% 15% MAT 19.93% on Book Profit 0.25% / 2% of Gross Assets 0.25% / 2% of Gross Assets Dividend Distribution Tax 16.61% 15% 15% Wealth Tax 1% on Net wealth exceeding Rs. 3mn 0.25% on Net Wealth exceeding Rs. 5 mn 1% on Net wealth exceeding Rs10 mn Corporate tax rate was reduced from 33 to 30%. Residential Status: Companies incorporated in India are domestic companies and resident. Only those foreign companies are to be treated resident whose place of effective management is partially or wholly in India. Income from Employment: Another change in the new Direct tax code is in terms of replacing EEE (Exempt-Exempt-Exempt) to EET (Exempt- Exempt-Taxed). These changes mean that till accumulation of income, withdrawal will be exempt otherwise it is taxed. The following table shows a comparison of the EEE and proposed EET system: EEE under Income Tax Act, 1961 EET under DTC Providing incentive in the investment year Incentive in the form of deductions from gross taxable income in the investment year No tax on income from this investment No tax on income on the investment No Tax on the maturity of the investment Tax is levied on the amount withdrawn EET was proposed to deal with the shortage of resources with India. Also, In India since savings form a major part of the earnings, taxation would help in solving the problem of dealing with the debt accumulated with the government. MAT: The amendments led to capital intensive industries to pay MAT even in case of book losses. The changes will lead to increased efficiency and utilization of the assets. Wealth Tax Benefits The new direct tax code also proposed changes related to wealth tax calculations. Particulars Income Tax Act,1961 New Direct Tax Code Threshold Limit Rs. 30 lakhs Rs. 50 Crore Tax Rate 0.25% 1% Wealth Tax includes calculation of financial assets fixed deposits, corporate bonds, shares, which are done at cost or at market price, whichever is lower. Companies are not supposed to pay wealth tax anymore. Capital Gains: The following are the changes according to the new direct tax code: The structure of long-term capital gain and short-term capital gain tax is replaced with the uniform system as capital gains were now to be taxed at the marginal tax rate as per that applicable to the assesse. The period of holding has no bearing on the Tax liability of the assesse. Securities transaction tax concept is to be removed. Business loss and loss from capital gains can be carried forward for an indefinite time period as per this new DTC. Loss under capital gain can also be adjusted against income from capital gains. Conclusion: New DTC introduced a stable and effective system for the FIIs. However, there were two opposite view points about it. DTC was criticised on accounts of the fact that the new amendments may not be beneficial to the investors and FIIs, for whom primarily they were proposed. On the other hand, the concessions or relaxations would lead to loss of revenue. India still needs the Direct Tax Code Nov 01 2015 This article is from MINT and was published on Nove,01,2015. In 2015 budget, DTC was removed giving the explanation that a lot of provisions have already been considered or merged in the Income Tax Act, 1961.The finance minister, gave up the provision of reducing the corporate tax to 25% in the years to come. But further cuts on tax rate would require the Direct Tax Code. The requirement of direct tax code if felt today because a simpler version of tax structure is required in India as it leads to the growth of the economy. A tax consultant feels that an efficient tax system reduces tax avoidance and evasion. An article from the economic times mention that when Direct Tax code was proposed in 2011 to be implemented from the FY 2012-2013. Some of the provisions of the DTC as mentioned in the summary of article were not accepted by the government, which were as follows: Widening of Tax slabs. Increase in basic exemption limit. Securities transaction Tax not to be abolished. Direct Taxes Code: Revised bill makes avoiding tax tougher for foreign companies Wed, Apr 02 2014 This is another article from the newspaper MINT. This is a case of Vodafone group versus the supreme court and happened because of the original provisions of the proposed DTC and hence after this certain provisions were revised. The revised provision could help in reducing the incidences in which the foreign companies avoid taxes. This case happened when Vodafone group decided to acquire Hutchison to become Vodafone India. Original DTC Revised DTC 50% of total assets in India, then income from such a transaction would be taxed 20% of total assets in India, then income from such a transaction would be taxed In a case, previously of Vodafone, the supreme court gave the judgement that if the shares are transferred by a foreign company having a subsidiary in India, from one non-resident person to another, is not considered a transfer of a capital asset and hence and so any income from such transaction would not attract tax. However, when Vodafone International Holdings (British Company) acquired Hutchinsons (again a foreign company) Indian subsidiary. The government intervened on the ruling of the supreme court that the transactions which derives its value substantially from the assets located in India[1] are to be taxed. At present, section 9 of the income tax Act does not provide any threshold as to what is the meaning of substantially deriving value from assets located in India. Though this now brings in clarity, lowering the threshold from 50% to 20% will lead to many more indirect transfer cases coming under the tax ambit.[2] Due to the need of a variety of changes to be required in the original DTC, revised DTC was proposed in 2013: KEY CHANGES IN THE REVISED DIRECT TAXES CODE 2013: An indirect share transaction will be liable to be taxed in India if 20% of the assets are based in India. New tax slab introduced; individuals earning more than Rs10 crore a year to be taxed at 35%. No changes in other tax slabs for individuals; age for senior citizens relaxed to 60 years from 65 years. à ¢Ã¢â€š ¬Ã¢â‚¬ ¹ Levy an additional 10% tax on the recipient of dividend payments if the dividend income exceeds Rs1 crore. Financial assets included under the ambit of wealth tax as compared to only physical assets at present. Rationalization of provisions related to non-profit organizations. Ring-fencing of losses from business availing investment linked incentives. Provision of settlement commission removed.[3] One of the provisions of the new Direct Tax code is the abolishment of the securities Transaction Tax (STT). This will help companys in reduction of tax as STT was a tax paid while purchasing shares. Since this was a part of the amount paid to the broker that cost would also be lessened. Further, the reduction in the corporation tax rates from 30% to 25% would reduce the tax burden on the companies. The changes in the provision of MAT may have negative effect on the companies that are asset based companies. The investments by corporates would be reduced. The change of provisions in terms of Income from employment that is a change from EEE to EET is expected to increase costs. EET has an increase in the limit and the following are the two points related to it: Savings on the amount of Rs. 2lakhs invested. Income on this invested is exempted from tax. Further, DTC proposes the reduction in the tax rates for LTCG and STT. This would lead to an increase in the trades in securities market. Article 2: Personal Income Tax Structure in India An Evaluation by Dr. Radha Gupta The article is from January 2013. An attempt is made wherein the personal tax structure in India is reviewed and the issues and amendments required to lessen the tax burden on the lower income groups are highlighted. Research is carried out for the same by using descriptive and exploratory techniques of research. Tax slabs and the rates were higher during the period under study in this paper and the need for its rationalization was felt. The characteristics of a good tax system include a change in the national income corresponding to a high response in tax revenue. Further tax revenue has in total three components on which it depends tax rate, tax base and national income. There were three main objectives behind undertaking this study by Dr. Gupta and they are as follows: To see the trend of Indian personal tax structure To see the present situation and estimate the future trends Based on the study, finally suggesting ways to improve or rationalize the structure if need be. The study was undertaken with respect to the general tax payers. The time span under study is 12 financial years from 2000-01 to 2011-12. The study has five broad elements: Composition and comparative analysis of Income exempted from tax. Composition of Total Tax liability of general tax payer for period under review. Composition of growth rate of tax burden. Composition of tax liability on different income Slabs. Conclusion and Suggestions.[4] 1) Composition and Comparative Analysis of Income Exempted from Tax Tax free Income for Male, Female and Senior Citizen: Financial Year Male Female Senior Citizen 2000 01 Rs. 50,000 Rs. 50,000 Rs. 50,000 2001 02 Rs. 50,000 Rs. 50,000 Rs. 50,000 2002 03 Rs. 50,000 Rs. 50,000 Rs. 50,000 2003 04 Rs. 50,000 Rs. 50,000 Rs. 50,000 2004 05 Rs. 50,000 Rs. 50,000 Rs. 50,000 2005 06 Rs. 50,000 Rs. 50,000 Rs. 50,000 2006 07 Rs. 100,000 Rs. 135,000 Rs. 185,000 2007 08 Rs. 110,000 Rs. 145,000 Rs. 195,000 2008 09 Rs. 150,000 Rs. 180,000 Rs. 225,000 2009 10 Rs. 160,000 Rs. 190,000 Rs. 240,000 2010 11 Rs. 160,000 Rs. 190,000 Rs. 240,000 2011 12 Rs. 180,000 Rs. 190,000 Rs. 250,000 The table consists of the data from the highlights of budget in the newspaper. The table shows that despite increase in the cost of living, the tax exemption limit remained constant for fist six years. From the seventh year, there has been an increase in trend but that was found not to be in line with the increase in prices. Also, from the financial year 2011-12, a new head was introduced Very senior citizen citizens of more than 80 years of age. Tax exemption limit for this category is Rs. 500,000. One notable finding under the first head was that, the amount of tax exemption limit was directly proportional to the number of individuals falling under each category or age limit. 2) Composition of Tax Liability for General Tax Payers for Period under Review: As can be seen from the table showing trend of tax rates and tax liability, the trend for first and second slab category is increasing. Thus, it was indicated that those falling in these two slabs were paying higher taxes as compared to those in the third slab. And so, a need was felt to bring about changes in the prevailing structure. Furthermore, because of the inflationary trend in the country, people falling under these two tax slabs feel that their sustainability is being affected and on the other, affect their willingness to pay tax. The following table shows the trend of tax liability for 12 financial years under review: 4) Composition of growth rate of Tax burden The following table shows the growth in the tax liability of the different income groups. So, when it comes to the lower and middle income group to pay taxes, looking at the growth they feel burdened and so a reason requiring changes in the tax administration.   Ã‚   4) Composition of Tax Liability on Different Slabs Tax liability with respect to different slabs was calculated. It was found that the maximum amount of people, based on income, fall in the first two categories and they form the middle-income group. Also, the tax payers whose income fall in all slabs belong to the higher income group. Tax weight on General Tax Payer of Different Slabs: FY Tax burden on First Slab Tax burden on Second Slab Tax burden on Third Slab 2000 2005 Rs. 1,000 Rs. 18,000 Rs.225000 2005 2007 Rs. 5000 Rs. 20000 Rs. 195000 2007- 2008 Rs. 4000 Rs. 20000 Rs. 195000 2008 2009 Rs. 15000 Rs. 40000 Rs. 150000 2009 2010 Rs. 14000 Rs. 40000 Rs. 150000 2010 2011 Rs. 34000 Rs. 60000 Rs. 60000 2011 2012 Rs. 32000 Rs. 60000 Rs. 60000 There has been a growth in the tax rates and tax liability for those falling in the first slab and so they are increasingly being burdened. This comes to the point out lower income group is paying more tax liability as compared to other tax payers. Thus, a reform is required in the personal income tax structure. When it comes to the middle-income group tax payers, they are also bearing the tax liability burden as compared to the third slab group. The difference between the first slab group and second slab group is that the rate with which their tax liability is increasing is less as compared to the first slab bracket. Because of this difference, there is the violation of Equity Principle of taxation given by Adam Smith. So, another reason backing the requirement of the change in the tax structure and making it more equitable. This would also ensure that the practices of tax avoidance and tax evasion are lessened. 5) CONCLUSION AND SUGGESTIONS Dr. Gupta comes to the concluding points based on the research she did that despite of the fact that tax payers are aware that the tax collected by the government is used for the welfare of the people only, yet because of the findings and reasons found above, there have been increasing incidences of Tax avoidance and Tax evasion. This also affects the economic situation of the country. So, policies are to be changed and tax rates to be administered properly. A way to reduce the burden on the first two slabs is that the tax slabs can be fewer and should fair and equitable. Cairn India vs Government: There is a gap between what government has to say and the work the tax department does. One notable difference was highlighted in case of Cairn India, where despite of having said that there would be no retrospective amendments in tax laws, the government demanded company with the same. Retrospective demands are said to be there only in case of the need to increase revenues, as there could be an urgent requirement for some social cause or infrastructural development. Thus, revenue forecasts are to be realistic and desirable. The targets are to be completed and looked after by the transfer pricing officers and they have to ensure that there is no incidence of tax evasion. Article 3: Indian Tax Structure- An Analytical Perspective by Nishant Ravindra Ghuge and Dr Vivek Vasantrao Katdare India has a well-defined taxation structure and it is divided into three tiers. This paper attempts to bring out the changes that the Indian Tax structure has gone through in a move to becoming an ideal tax structure. Further, it highlights the issues and problems that prevail in the structure and still needs to undergo further changes to get rid of the problems. The problems prevailing are the tax avoidance, black money and reliance on indirect taxation system. The study is done based on the data collected from the sites of the government. It goes over to explain the various types of direct taxes and indirect taxes and the pros and cons of each. This paper is from September, 2015. The following are the three tiers: The main taxes that the union government levy Income Tax, Customs duty, sales tax, excise duty and service tax. The main taxes that the state government levy Intra- state tax on goods, stamp duty, land revenue, agricultural tax, Tax on professions and Duty on Entertainment. Local bodies levy taxes Octroi, Tax on properties and markets, tax on utilities. Due to the liberalization since 1991, the following are the changes noted that the tax structure in India had undergone: Rationalization of tax structure. Progressive reduction in peak rates of customs duty. Reduction in corporate tax rate. Customs duty aligned with ASEAN levels. Introduction of VAT Widening of tax base[5] There are two types of taxes direct and indirect taxes. Direct Taxes Taxes which are paid directly to the authority who imposes it by the tax payer and are levied on profits and income. The list includes the following Taxes on income, corporation tax, interest tax, gift tax, estate duty, wealth tax, agricultural tax, expenditure tax, land revenue, Hotel receipts tax. Indirect Taxes Taxes which are not paid directly to the authority who imposes it by the tax payer and are levied on goods and services. The list includes the following state excise duty, customs duty, Entertainment tax, service tax, taxes on purchase of sugarcane, General sales tax, Union excise duty, tax on electricity, Stamp and registration fees. In this study, certain research papers were reviewed and the results are presented thereof. Three papers were as follows: Taxation laws of India Overview and fiscal analysis written by Kumat in 2014. Tax structure in India and its effect on Corporate Individual written by Jha in 2013. Tax system reforms in India: achievement and challenges ahead written by Rao in 2005.[6] All the three papers mentioned above suggests the following: Coordinated tax consumption system. Focus on the decreasing the reliance on indirect taxes and levy direct taxes more on the upper income group tax payers. Transfer pricing to be abolished. Analysis of the Indian Tax Structure The following table shows the amount of direct taxes and indirect taxes collected by the government for period under review: Year 2010-11 2011 12 2012 13 2013 14 Revenue Receipt Direct Tax 45822.09 501394.92 574680.54 679297.56 Revenue Receipt Indirect Tax 820843.26 966495.51 1151867.99 1353191.51

Joseph Stalin Essay -- Joseph Stalin bio Biography Essays

â€Å"The man who turned the Soviet Union from a backward country into a world superpower at unimaginable human cost (Joseph Stalin).† â€Å"Stalin was born into a dysfunctional family in a poor village in Georgia (Joseph Stalin).† Permanently scarred from a childhood bout with smallpox and having a mildly deformed arm, Stalin always felt unfairly treated by life, and thus developed a strong, romanticized desire for greatness and respect, combined with a shrewd streak of calculating cold-heartedness towards those who had maligned him. â€Å"He always felt a sense of inferiority before educated intellectuals, and particularly distrusted them (Joseph Stalin).† Sent by his mother to the seminary in Tiflis (now Tbilisi), the capital of Georgia, to study to become a priest, the young Stalin never completed his education, and was instead soon completely drawn into the city's active revolutionary circles. â€Å"Never a fiery intellectual polemicist or orator like Lenin or Trotsky, Stalin specialized in the humdrum nuts and bolts of revolutionary activity. Risking arrest every day by helping organize workers, distributing illegal literature, and robbing trains to support the cause, while Lenin and his bookish friends lived safely abroad and wrote clever articles about the plight of the Russian working class (Lenin & Stalin).† â€Å" Although Lenin found Stalin's boorishness offensive at times, he valued his loyalty, and appointed him after the Revolution to various low-priority leadership positions in the new Soviet government(Lenin & Stalin).† In 1922, Stalin was appointed to another such post, as General Secretary of the Communist Party's Central Committee. â€Å"Stalin understood that "cadres are everything": if you control the personnel, you control the organization. He shrewdly used his new position to consolidate power in exactly this way--by controlling all appointments, setting agendas, and moving around Party staff in such a way that eventually everyone who counted for anything owed their position to him(Stalin Biography).† By the time the Party's intellectual core realized what had happened, it was too late--Stalin had his people in place. While Lenin, the only person with the moral authority to challenge him, was on his deathbed and incapable of speech after a series of strokes, and besides, Stalin even controlled who had access to the leader. The General Secretary of the ... .... â€Å"This ambitious plan brought hardship and met resistance as he purged the kulaks (wealthy peasant farmers) (Stalin: The Man and His Era).† This was followed in 1932 by the second, equally ambitious Five-Year Plan. In 1936, Stalin developed a new Soviet constitution, which was seen as a democratic document. â€Å"However, the following elections were marred by purge trials from 1934 to 1938 in which Stalin systematically eliminated his opposition(Stalin: The Man and His Era).† Stalin further hurt his international image when he signed a nonaggression pact with Adolf Hitler in 1939. The Nazi leader soon broke this agreement and invaded the Soviet Union in 1941. â€Å"In Allied negotiations after the war, Stalin succeeded in obtaining control of half of Europe, and the following year the Iron Curtain descended over the Soviet Union and its "satellites" in Eastern Europe as Stalin consolidated his gains (Joseph Stalin).† This began the cold war, which continued throughout Stalin's rule. He died in Moscow in 1953 and was entombed in Red Square alongside Lenin. â€Å"However, his character was later attacked by Nikita Khrushchev and his body removed from the Lenin mausoleum (Stalin Biography)†.

Corruption and Failure in F. Scott Fitzgerald’s The Great Gatsby :: Great Gatsby Essays

Corruption in The Great Gatsby      Ã‚   The theme of human corruption, its sources and consequences, is a common concern among writers from Shakespeare through J.D Salinger. Some suggest that it attacks from outside, while others depict corruption occurring from within the individual. In the case if The Great Gatsby and it's protagonist's fate, Fitzgerald shows both factors at work. The moral climate of the Roaring Twenties, Daisy Fay Buchanan's pernicious hold on him, and Jay Gatsby's own nature all contribute to his tragic demise.      Ã‚  Ã‚   First, the loose morality of Dan Cody, Gatsby's unfortunate role model, and superficial people who flock to Gatsby's parties contribute to Gatsby's downfall. Their examples encourages Gatsby's interpretation of The American Dream- his naive belief is that money and social standing are all that matter in his quest for Daisy. The self-absorbed debetants and their drunken escorts are among those who "crash" his extravagant soirees. As Nick Carroway tells us, "People were not invited- they went there." (pg.40) Shallow, corrupt people like Jordan Baker gossip with reckless abandon about their mysterious host. Their careless, superficial attitudes and wanton behavior represent Fitzgerald's depiction of the corrupt American Dream.      Ã‚   Another force of corruption responsible for Gatsby's fate is his obsession with a woman of Daisy's nature. Determined to marry her after returning from the war, he is blind to her shallow, cowardly nature. He is unable to see the corruption which lies beyond her physical beauty, charming manner and playful banter. That she is incapable of leaving her brutal husband, Tom, of committing herself to Gatsby despite his sacrifices escapes him. As Nick observes, Gatsby's expectation is absurdly simple:"He only wanted her to tell him [Tom] that she never loved him." (pg.91) Daisy is not worthy of the pedestal on which she is placed. Since she is hallow at the core, so is his dream which is based on a brief flirtation, nothing more.      Ã‚   Finally, Gatsby's own character-especially his willful obsession-contributes to his fate. Despite his naivetà © about Daisy and her friends who "are rich and play polo together," he, too, has been seduced by the lure of money and fame. Unable to control his obsessive desire to have Daisy, he cares little about the

Toni Morrisons The Bluest Eye - Pecolas Mother is to Blame Essay

Toni Morrison's The Bluest Eye  - Pecola's Mother is to Blame A black child is born and twelve years later that same child asks, "How do you get someone to love you?" The answer can't be found in Mrs. MacTeer's songs or in the Maginot Line's description of eating fish together, and even Claudia doesn't know because that question had never entered her mind. If Claudia had thought about it, she would have been able to explain to Pecola that although she didn't know exactly how you made someone love you that somehow she knew that she was loved. That love was expressed on those cold autumn nights when Claudia was sick and loving hands would gently touch her forehead and readjust her quilt. Those were the same loving hands that told Claudia that they did not want her to die, and those were the loving hands of her mother, Mrs. MacTeer. Unfortunately, Pecola had no loving hands to comfort her.   Ã‚  Ã‚  Ã‚  Ã‚   In America, in the 1940's, white supremacy reigned and the values of the white dominant group were internalized by the black community in Toni Morrison's The Bluest Eye. These images were reinforced in children's literature, on billboards and even on the giant theater screens. Although the effects of this propaganda rippled throughout the black community, its most devastating consequences were inflicted by Pauline Williams. Perhaps it was because she had always been a dreamer and she had to fantasize in order to escape her daily grind that the silver screen was able to captivate her. Once her education was complete, and she had been indoctrinated by the standards of this medium, she could never look at the world the same way again. Everything was now assigned a category; there was good and evil, white and black, beauty and ugliness, a... ..., she became Mrs. Breedlove in name only. She did not breed love; instead she procreated shame, guilt, and ugliness. Although it is true that Cholly's behavior was ugly, and he was dangerously free to gorge his own appetite, I believe that it was Pauline who forced the family to wear their ugliness. Pauline cultivated her child, Pecola, with ridicule and shame, and so she ripened, and felt unworthy. Pauline, more than anyone else, knew Cholly's character, yet she refused to believe, and protect her child from his lustful advances. As a consequence, Pecola turned to Soaphead Church for her protection, and his path led her into insanity. However, Soaphead Church was just her guide, Pecola's road to madness had already been paved the day she was born, by her mother! Works Cited: Morrison, Toni. The Bluest Eye. Afterward by Toni Morrison. New York: Penguin, 1994.