How to Communicate Bad News Effectively Essay

Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behavior. Communication requires a sender, a message, and a recipient, although the receiver need not be present or aware of the sender’s intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the message of the sender. Feedback is critical to effective communication between participants. A business can flourish when all objectives of the organization are achieved effectively. For efficiency in an organization, all the people of the organization must be able to convey their message properly. Business communication is the process of establishing a common understanding between or among people within a business environment. Business communication is any communication used to build partnerships, intellectual resources, to promote an idea, a product, and service, with the objective of creating value for your business. Business communication involves constant flow of information. Business communication here plays a very important role in process of directing and controlling the people in the organization. There should be effective communication between superiors and subordinators in an organization, between organization and society at large it is essential for success and growth of an organization. Communication gaps should not occur in any organization. Business communication is goal oriented. The rules, regulations and policies of a company have to be communicated to people  within and outside the organization. Business communication is regulated by certain rules and norms . Effective communication helps in building goodwill of an organization. Importance of business communication to managers Business managers should be able to communicate in number style. -Communication promotes motivation by informing and clarifying the employees about the task to be done, the manner they are performing the task, and how to improve their performance if it is not up to mark. -Communication is a source of information to the organizational members for decision-making process as it helps in identifying and assessing alternative course of actions. -Communication also plays a crucial role in altering individuals attitudes, i.e. a well-informed individual will have better attitude than a less –informed individual. -Communication also helps in socializing: in today’s life the only presence of another individual fosters communication. The flow of communication in an organization The flow of communication in an organization can be in the form of : Downward Communication – flow of information from higher level in an organization to a lower level in an organization. In other words, communication from a superior to subordinates in a chain of command is a downward communication. This communication flow is used by the managers to transmit work related information to the employees at lower levels. Employees require this information for performing their jobs and for meeting the expectations of their managers. Downward communication is used by managers for providing feedback on employees’ performance, giving job instructions, Communicating the organizations mission and vision to the employees. Upward Communication – flow of information from lower authority to higher authority. It provides feedback on how well the organization is functioning. The subordinates use upward communication to convey their problems and performances to their superiors. The subordinates also use upward communication to tell how well they have understood the downward communication. It can also be used by the employees to share their views and ideas and to participate in the decision making process. Upward  communication leads to a more committed and loyal workforce in an organization because the employees are given a chance to raise and speak dissatisfaction issues to the higher levels. The managers get to know about the employees feelings towards their jobs, peers, supervisors and organization in general. Managers can thus accordingly take actions for improved things. Horizontal Communication – flow of information among peers within the same work unit. This is the communication between peers, between managers at same levels or between any horizontal equivalent organizational members. Cross-Channel Communication – exchange of information among employees in different work units who are neither subordinates nor superior to one another. Negative /Bad message Bad message – â€Å"†¦situations where there is either a feeling of no hope, a threat to a person’s mental or physical well-being, a risk of upsetting an established lifestyle, or where a message is given which conveys to an individual fewer choices in his or her life.† Both of the downward and cross channel communication can be related to the concept of relating bad message to an employee. It can be said that how you communicate that bad message will have a significant impact on your organization and its reputation. Bad message can be in any form, it can be i.Termination of appointment ii.Laying off employees iii.Failure in an interview iv.Dealing with bad performance v.Communicating a bad financial situation vi.Rejection of a proposal, among others Communicating bad message is the most difficult information to convey. To those it affects though, it is the most important communication of all. Delivering bad news can be the worst part of the job for any manager. That’s not because the truth, on its face, is difficult to convey. It’s the anxiety of the possibility of handling it poorly and knowing that doing so can worsen the impact on your employees, their productivity, and your whole  company. Any communication can be challenging even when the news being delivered is positive, but when delivered is negative is known as bad message. In business a letter, memo or email that conveys negative or unpleasant information- information that is likely to disappoint, upset, or even anger a reader. Bad messages include rejections (in response to job applications, promotion requests, and the like) negative evaluations, and announcements of policy changes that don’t benefit the reader. What constitutes bad message Bad message is a fact of life for all business professionals, from rejecting job applicants to downturn speaking invitations. Bad message means the reader or the person receiving the news will not be able to accomplish his/her goals. Bad message directly can often be very damaging and unnecessarily hurtful. Goals of communicating bad message Goals are clearly needed a lot to accomplish in one message. These are some of the goals you can develop negative/bad messages that reduce the stress for everyone involved and improve the effectiveness of your communication efforts. There are two goals in communicating bad news we have the primary and secondary goal. Primary goals i. Make the receiver understand the bad news. ii. Help the receiver accept the bad news. iii. Maintain a positive image of you and your organization. Secondary goals i. Reduce bad feelings ii. Convey fairness iii. Eliminate future correspondence iv. Avoid creating legal liability or responsibility for you or your organization. v. Choose appropriate tone and organization Using the 3 writing process Step 1: Plan Your Message When planning your message, you can’t avoid the fact that your audience does not want to hear what you have to say. To minimize the damage to business relationships and to encourage the acceptance of your message, analyze the situation carefully to better understand the context in which the recipient will process your message. Be sure to consider your purpose thoroughly whether it’s straightforward or of more complicated (such as creating a negative performance review, in which you not only give the employee feedback on past performance but also help the person develop a plan to improve future performance.) Similarly, your receiver profile can be simple and obvious in some situations and far more complex in others (such as telling a business partner that you’ve decided to terminate the partnership.) With a clear purpose and your audience’s needs in mind, identify and gather the information your audience will need in order to understand and accept your message. Bad messages can be intensely personal to the recipient, and in many cases recipients have a right to expect a thorough explanation of your answer. Selecting the right medium is critical when delivering bad messages. For example, you might badly damage a business relationship if you use voice mail to reject a long-time employee’s request for a promotion. Since the employee would surely have some important questions to ask, and you would certainly want to soothe hurt feelings, a face-to-face meeting would be the best choice for this situation. Step 2: Write Your Message When conveying a bad message to your colleague, every aspect of effective, diplomatic writing is amplified; after all, the audience does not want to hear a bafd message and might disagree strongly with you. Be sure to maintain the you-attitude, and strive for polite language that emphasizes the positive whenever appropriate. If your credibility hasn’t already been established with an audience, lay out your qualifications for making the decision in question. Recipients of bad messages who don’t think you are credible are more likely to challenge your decision. That’s why, for example, messages related to late payments are often signed by a higher executive. And as always, projecting and protecting your company’s image is a prime concern. If you’re not careful, a negative answer could spin out of control into negative feelings about your company. When you use language that conveys respect and avoids an accusing tone, you protect your audience’s pride. In addition, you can ease the sense of disappointment by using positive words rather than negative ones. Chances are you’ll spend more time on word, sentence, and paragraph choices for negative/bad messages than for any other type of business writing. People who receive bad message often look for subtle shares of meaning, seeking flaws in your reasoning or other ways to challenge the decision. By writing clearly and sensitively, you can take some of the sting out of the bad message and sensitively, you can take some of the sting out of bad news and help your reader to accept your decision and to move on. Step 3: Complete Your Message Your need for carefully pay attention to detail continues as you complete your message. Revise your content to make sure everything is clear, complete, and concise – bearing in mind that even small flaws are magnified as listeners react to your negative news. Produce clear, professional documents, and proofread carefully to eliminate mistakes. Finally, be especially sure that your negative messages are delivered promptly and successfully. Waiting for bad message is hard enough without wondering whether a message was lost. CHOOSING THE BEST APPROACH Conveying bad message to a colleague is never a pleasant task but breaking it at the wrong time or in the wrong way can be the worse, so it’s important  to know the best approaches to breaking bad news. When writing bad message, you will need to choose the direct or indirect approach; however, there are no clear guidelines to help you choose in every case. Ask yourself the following questions to guide your message: i. Will the bad news come as a shock? ii. Does the recipient prefer short messages that get right to the point? iii. How important is this news to the recipient? iv. Do you need to maintain a close working relationship with the recipient? v. Do you need to get the recipient’s attention? vi. What is your organization’s preferred style? vii. How much follow-up communication do you want? CHOOSING POSITIVE WORDS Examples of negative phrasings| Positive alternatives| Your request does not make any sense| Please clarify your request| Due to unforeseen circumstances: I won’t be able to attend your meeting| Because my flight has been delayed I will miss for your meeting.| Unfortunately we haven’t received your payment.| Your payment hasn’t arrived yet.| The enclosed signature is wrong| Please recheck the enclosed signature.| | | | APPROACHES TO DELIVERING BAD MESSAGE The direct approach and the indirect approach Effective bad news messages convey the negative information the receiver must receive with an eye toward keeping future business. Without even thinking about it, you’ve probably been using both the direct and indirect approaches to deliver bad news your entire life. When you come right out and tell somebody some bad news, you’re using a direct approach. When you try to soften the impact by easing your way into the conversation before delivering the bad news, you’re using an indirect approach. Chances are that you’ve already developed an instinctive feel for which approach to use in many situations. In conveying your message, you will need to make a similar choice whenever you deliver bad news; however, there are no clear guidelines to help you choose in every case. Most bad news messages will be better accepted by our listeners if we use the indirect approach. The care we take to soften the blow will result in effective messages that consider the readers’ feelings and keeping their business. The direct approach We use the direct message when the receiver i. Prefers bad news first ii. Is emotionally uninvolved iii. Will be unaffected by the bad news The Indirect Approach for bad Messages The indirect approach helps recipient prepare for the bad message by presenting the reasons for the bad message first. When done right, it doesn’t obscure bad message, delay it, or limits your responsibility. Rather, the indirect approach eases the blow and help recipient accept the situation. 1. Open with a buffer A buffer expresses your appreciation for being thought of, assures the reader of your attention to the request, compliments the recipient, or indicates your understanding of the recipient’s needs. A buffer must not insult the audience with insincere flattery or self-promoting blather. Because it sets the stage for the bad news to follow, it must be both sincere and relevant so that readers don’t feel they are being set up. The first step in using the indirect approach is to start with a buffer, a neutral, non-controversial statement that is closely related to the point of the message. A buffer establishes common ground with your listener; moreover, if you’re responding to a request, a buffer validates that request. Some critics believe that using a buffer is manipulative and unethical, even dishonest. However, buffers are unethical only if they’re insincere or deceptive. Showing consideration for the feelings of others is never dishonest. Here are several types of effective buffers you could use to tactfully open a bad message. viii. Appreciation (Thank you for applying for a change of duties). ix. Agreement (We both know how hard it is to make a profit in this industry). x. Cooperation xi. Understanding xii. Praise Here are some other things to avoid when using a buffer to open a bad message: xiii. Avoid saying â€Å"no.† xiv. Avoid using a know-it-all tone. xv. Avoid wordy and irrelevant phrases and sentences. xvi. Avoid apologizing. xvii. Avoid using a buffer that is too long 2. Provide Reasons: By giving your reasons effectively, you help maintain focus on the issues at hand and defuse the emotions that always accompany significantly bad news. As you lay out your reasons, guide your readers’ responses by starting with the most positive point’s first and moving forward to increasingly negative ones. Provide enough detail for the receiver to understand your reasons, but be concise; a long, roundabout explanation will just make your audience impatient. Your reasons need to convince your receiver that your decision is justified, fair, and logical. 3. Continue with a Clear Statement of the Bad News: First, de-emphasize the bad message: Minimize the space or time devoted to the bad news—without trivializing it or withholding any important information. Subordinate bad news in a complex or compound sentence (â€Å"My department is already shorthanded, so I’ll need all my staff for at least the next two months†) This construction pushes the bad news into the middle of the sentence, the point of least emphasis. Embed bad news in the middle of a paragraph or use parenthetical expression (â€Å"Our profits, which are down, are only part of the picture†). However, keep in mind that it’s possible to abuse de-emphasis. For instance,  if the primary point of your message is that profits are down, it would be inappropriate to marginalize that news by burying it in the middle of a sentence. Second, use a conditional (if or when) statement to imply that the audience could have received, or might someday receive, a favorable answer (â€Å"When you have more managerial experience, you are welcome to reapply†). Such a statement could motivate applicants to improve their qualifications. Third, emphasize what you can do or have done, rather than what you cannot do. (â€Å"The five positions currently open have been filled with people whose qualification match those uncovered in our research†). By focusing on the positive and implying the bad news, you make the impact less personal. When implying bad news, be sure your audience understands the entire message – including the bad news. Withholding negative information or overemphasizing positive information is unethical and unfair to your reader. If an implied message might lead to uncertainty, state your decision in direct terms. Just be sure to avoid overly blunt statements that are likely to cause pain and anger. TECHNIQUES FOR CUSHIONING THE BAD MESSAGE i. Position the bad news strategically, avoid the spotlight: Put the bad news in the middle of a paragraph halfway through the message ii. Use a long sentence: Don’t put the bad news in a short, simple sentence. iii. Place the bad message in a subordinate clause: Although we have no opening for an individual with your qualifications at this time, we are pleased that you thought of us when you started your job search. iv. Be clear but not overly graphic v. Imply the refusal vi. Suggest a compromise or an alternative vii. Consider using the passive voice: Passive-voice verbs focus attention on actions rather than on personalities. They are useful in being tactful. COMMUNICATING BAD MESSAGE EFFECTIVELY 5CS Once you have carefully choosing the approach you would use to communicate effectively using these techniques you should know that the objective of a bad message is to convey the bad news without bruising the reader’s feelings. 5Cs to communicate bad message effectively i. Cutbacks: Avoid statements that might involve the company in legal actions. One thing that won’t be appreciated right now is sugar coating. Don’t wrap the news in pretty paper or dance around it. Plainly specify who, what, where, and how. ii. Context: Explain the reasons for the problem don’t be out of context be on point and give reasons, do not deviate from the reason to please the listener. iii. Compassion: Try as much as possible not to blame anyone around the resulting condition. Respect and proactively acknowledge natural emotions. iv. Candor: Candor means the quality of being open and honest in expression. The truth may hurt, but any attempt to mislead is unforgiveable. v. Consistency: Conform yourself in conveying the news for the sake of accuracy and fairness. Everything communicates avoid saying one thing and doing another. ELEMENTS /TIP OF BAD MESSAGE OF COMMUNICATION i. Set the stage: When framing your delivery of the message, first try to get into their heads and think about what’s important to them. Think about how the news will impact the audience and also think about how it impacts you. Then relay that information. By revealing your personal feelings about the situation, you can build a rapport and practice empathy that can help to fend off the audience’s natural reactions which may be anger, resentment or any number of other feelings. ii. Be direct: Avoid talking too much and clouding the issues. It’s important to succinctly explain the situation and the steps that must be taken. Don’t try to sugar coat the message because you’ll likely end up confusing your audience. iii. Acknowledge the problem: When bad news has to be delivered despite the hard work and efforts of the team, it is imperative that you acknowledge and recognize their efforts and then carefully explain the decision along with the plan for turning things around. iv. Know what you want the audience to feel, think or do after they hear your news. Then, as you’re framing your delivery, be sure to communicate the facts, the steps that are being taken, and what you need them to do. v. Practice: As with just about anything, practice makes perfect. By rehearsing the conversation, you’ll become more comfortable and confident about what needs to be said. And, when you deliver the news with confidence, your audience is much more likely to not only respect you, but also be able to accept that the bad news is out there and you’re now doing everything you can to make things right. vi. Stay on topic: When having to deliver bad news, it’s very easy to take an off-ramp and become side-tracked as a way to avoid the inevitable. By doing this, you’re only making the task harder for yourself and more confusing for your audience. vii. Don’t let your audience steer the conversation: Bad news can make people emotional, particularly when it involves performance feedback or the need to terminate employment. Acknowledge the other person’s feelings, give them a minute (or 10) to collect themselves, and move forward with the conversation. Putting it off for another day doesn’t help anyone in the long run. viii. Provide alternatives: When it’s necessary to provide critical feedback, it’s necessary to also provide alternative actions as well as a timeline for completion. While you may have some concrete ideas for actions that need to be taken, you’ll be better served by following the next two steps before firming up your plan. ix. Ask for feedback: Ask your audience open-ended questions that are directly related to the issue at hand and do what you can to make the environment safe enough to allow the person or people to feel comfortable sharing their thoughts and ideas. x. Listen. : By not speaking and trying to fill in the gaps in the conversation, you are opening the door for the other person to provide feedback and to communicate what they really think. In addition, make sure you’re actively listening to what they have to say rather than thinking about how great it will be when the conversation is finally over. By listening, you’ll be much better able to work with the person or team to move beyond the bad message and begin the work that needs to be done to rectify the situation. DON’TS IN COMMUNICATING BAD MESSAGE i. Do not make promises about the future that may not hold true. ii. Do not overreact. iii. Do not try to protect others from bad news or yourself from sharing it. iv. Don’t make initial statement or announcement through emails. v. Don’t flout company policy if you want to share something you have been asked not to. vi. Don’t let the receiver hear the news outside. vii. Don’t communicate bad news through text messages. viii. Don’t hide behind company policy.

Personal Philosophy of Nursing

A definition of a Philosophy is â€Å"when someone contemplates, or wonders, about something that serves as the blueprints or guides that incorporates each individual’s value and belief system. † (Chitty & Black, 2007, p. 318) Personal Philosophy of Nursing is the core values and beliefs that a nurse upholds when taking care of another human being. It is the belief that each individual no matter what disease, race, or economic status they have will get treated with the highest regards to compassion, integrity, and respect that they deserve. I Melissa Fielding believe that my personal nursing philosophy on September 13, 2009 would be to treat others as I would want to be treated. I would like to think that each individual patient has earned my compassion, integrity, and respect that they deserve. I choose nursing as my profession, to be able to take my compassion, knowledge, values and beliefs and apply them to the very ones who cannot take care of themselves. I believe that the very core of nursing is to maintain a good relationship with my patient and to be a patient advocate and to treat every human being with dignity and respect. My main focus for nursing to â€Å"practice compassion and respect in all professional relationships, by valuing the dignity, worth, and uniqueness of every individual, unrestricted by considerations of social or economic status, personal attributes, or the nature of the health problems. †(, 2001, p. 1). I will take into consideration each patient who may not be the most pleasant patient as a sign that the patient is afraid of not knowing what is going on with them and I will maintain a calm, professional and reassuring manner with them. My vision for myself as a nurse is to remember to â€Å"promote health and wellness. †(Core of Nursing, 1999) to those in need without prejudice. I would like to provide the best care to all patients remembering that they come from all different backgrounds. To live out my philosophy of nursing, every day I must remember about my patients that I will continue to treat my patients the way that I would want myself or a family member to be treated with allowing them to be involved in the decision making regarding their care, respect, care, compassion, and dignity. I will continue to involve the family members in the decision making by being sympathetic to their own sensitivities, needs, encouragement and fears. I will continue to treat my fellow colleagues with respect, knowing that they can be a help in my values and beliefs when taking care of patients. I will continue to take care of my own health by staying fit, eating right, and getting plenty of rest which will allow me to be the best nurse I can strive for thus being the best caregiver my patients can look forward to. In conclusion, I feel that the philosophy of nursing is a combination of core values, and beliefs that teaches us to treat each human being with the respect, compassion, dignity, and uniqueness, regardless of disease, social or economic status, or race that they deserve. My focus with each patient will be to allow them to have the right to be involved in the decision making of their care as well as allowing their family members to be involved in the decision making. I will maintain my beliefs and values by treating every patient, or coworker with respect that they deserve. I believe that each person has a calling in life and it takes a special person to become a nurse. Nurses have to have a very strong belief and value system in order to give patients the care and compassion they so deserve. I believe that by continuing education and always looking for new ways to learn is the very core and philosophy of nursing. Personal Philosophy of Nursing A definition of a Philosophy is â€Å"when someone contemplates, or wonders, about something that serves as the blueprints or guides that incorporates each individual’s value and belief system. † (Chitty & Black, 2007, p. 318) Personal Philosophy of Nursing is the core values and beliefs that a nurse upholds when taking care of another human being. It is the belief that each individual no matter what disease, race, or economic status they have will get treated with the highest regards to compassion, integrity, and respect that they deserve. I Melissa Fielding believe that my personal nursing philosophy on September 13, 2009 would be to treat others as I would want to be treated. I would like to think that each individual patient has earned my compassion, integrity, and respect that they deserve. I choose nursing as my profession, to be able to take my compassion, knowledge, values and beliefs and apply them to the very ones who cannot take care of themselves. I believe that the very core of nursing is to maintain a good relationship with my patient and to be a patient advocate and to treat every human being with dignity and respect. My main focus for nursing to â€Å"practice compassion and respect in all professional relationships, by valuing the dignity, worth, and uniqueness of every individual, unrestricted by considerations of social or economic status, personal attributes, or the nature of the health problems. †(, 2001, p. 1). I will take into consideration each patient who may not be the most pleasant patient as a sign that the patient is afraid of not knowing what is going on with them and I will maintain a calm, professional and reassuring manner with them. My vision for myself as a nurse is to remember to â€Å"promote health and wellness. †(Core of Nursing, 1999) to those in need without prejudice. I would like to provide the best care to all patients remembering that they come from all different backgrounds. To live out my philosophy of nursing, every day I must remember about my patients that I will continue to treat my patients the way that I would want myself or a family member to be treated with allowing them to be involved in the decision making regarding their care, respect, care, compassion, and dignity. I will continue to involve the family members in the decision making by being sympathetic to their own sensitivities, needs, encouragement and fears. I will continue to treat my fellow colleagues with respect, knowing that they can be a help in my values and beliefs when taking care of patients. I will continue to take care of my own health by staying fit, eating right, and getting plenty of rest which will allow me to be the best nurse I can strive for thus being the best caregiver my patients can look forward to. In conclusion, I feel that the philosophy of nursing is a combination of core values, and beliefs that teaches us to treat each human being with the respect, compassion, dignity, and uniqueness, regardless of disease, social or economic status, or race that they deserve. My focus with each patient will be to allow them to have the right to be involved in the decision making of their care as well as allowing their family members to be involved in the decision making. I will maintain my beliefs and values by treating every patient, or coworker with respect that they deserve. I believe that each person has a calling in life and it takes a special person to become a nurse. Nurses have to have a very strong belief and value system in order to give patients the care and compassion they so deserve. I believe that by continuing education and always looking for new ways to learn is the very core and philosophy of nursing.

Are Females Better Students Than Males Essay

Sajetha: As a whole, females do better than males in school. Am I saying that the individual female will always do better than the individual male? No. There are of course males who perform academically better than girls in school. However, speaking from a male’s point of view, female academic performance is higher than male academic performance. A simple Google search will also attest to this fact. Amy: Males are simply smarter. Thousands of years of male dominance must have meant something. Why would males be considered dominant by history? Because its a fact that was always proven. Males are born smarter, although they have a lot of sexual desires. Yeeting: The time has change. Come on. We might think that boys are good at everything†¦ And that is wrong. Most of the scientist might be boys, but what about Barbara McClintock-the one that found out that DNA and Irine Joliot-Curie-the one that found nuclear. I have to admit that girls are also better. Tvya: No gender is better than the other. Even if women generally test better than males, you can’t say that one gender is better at school than the other. It doesn’t matter what is in between a student’s legs as much as what is in between their ears. Society molds boys and girls into acting a certain way rather than the opposite. Sajetha: Girls are more dedicated. Girls have a tendency to dedicate more time and energies to their studies than boys. Girls typically set a schedule for studying that rarely is interrupted. This consistency ensures that studying will occur on a set and regular basis. Amy: No, females and males are equal students. Females are no better or worse students than males. Both genders have their pros and cons in terms of being a student, but more importantly, how great a student is is up to the individual. It’s really impossible to say if any one gender is better than  the other. They’re both equal. Yeeting: Intelligent, powerful and smart. Girls are more intelligent, discipline and matured than boys. Now a days in most of the universities girls are in the top of the list.What do you say? But boys think that they are more creative and intelligent. Tvya: Females are NOT better than Boys. Most people will tell you that girls are smarter than boys. A study by Dr. Paul Irving and Dr. Richard Lynn, states that the opposite is true. Despite the fact that girls get slightly better grades, males on average have a higher IQ than girls by about 5 points. The grades are merely a product of an educational system geared towards females. Sajetha: I’am a boy. Being a boy I will support girls as it is universal truth that girls are better students. I accept boys have stupid and nasty thoughts. Girls have a kind of discipline in them and they maintain it. Girls follow what the teacher say in class and boys usually do opposite. Only a few examples can be seen that boys seems to be better ones but other boys use to call them bookworms. But girls don’t do. Amy: No I do not believe this. This doesn’t mean that one is better than the other, this simply means that each excel in their own way. As for successful males versus females, it hasn’t been proven that females have more success in the future or that they are smarter. Yeeting: Yes they are Because girls are more mature than boys and they focus better and they get in trouble way more than boys. Also the female gender starts to mature a year or two earlier than the male gender so that’s why i think girls make better students than boys. Tvya: If females were better students than males why would males always be dominant. To choose a governor for your place country you would choose someone wise which shows men are better students than males because they are mostly the ones in power and to be in power you have to be a good student Sajetha: Females are always better student than the male. I am totally agree with this statement. That’s why they got the chance to study in old time and there was no chance of study of girls. Their family members think that this is not good to send females to school but females proof this that they are good they have right to study even they are better than the males in our classes. Amy: Are female students better or are males I think that males can be better than females in studies because if you see, that most of the best students in the world are males. Many people think that females are better in studies because it is a natural fact. This does not mean that males are not as good as females in a studious environment Yeeting: Of course! There is no doubt that the girls are superior than boys in every aspect. I think that the girls have more moral values than the guys. Girls make world but the boys just destroy it. By the way I KNOW that there is no need to explain the importance of girls because we all know that our world cannot run without them. Tvya: I say no they are the same. Each student are the same. Some can do good on day and the other can do bad. You cant chose which is better because at the end of it they are all just the same. I think that pupils shouldn’t be judged by the way they do their work we should just let them be them. Sajetha: Yes there are Because I said so. They are better because at school we are doing a debate on who are better students. And my group got girls are better students. So I did some research and I went on this website and I see that 6% more voted for boys than girls so I said girls are so it would be only 3% and then it told I have to write something if I brought it up a % so I wrote this. Amy: Definitely not — .. Affirmative action for females, a system designed for female learning patterns. As students are females better? No! But in current conditions, maybe. This is a very poor excuse to preach female  superiority, whereas if anything even hinting to superiority of males is taken with little seriousness and is seen as blatant sexism, double standards. Yeeting: I think that females are better at school Because as my school we got to go to a baseball game if you got straight a’s in all subjects there were like 15 people invited and only 1 guy got invited. So that why I think that girls are usually better students than guys but that’s at my school your school may be different. Tvya: I totally Disagree. I believe everyone’s equal . We are all born with the same brain capacity . We choose to study or not to study , women choose to study but it does not point a finger that they are smarter . We are the one’s that have control over ourselves . No one was born stupid!

Support a side on health care Essay Example | Topics and Well Written Essays - 1750 words

Support a side on health care - Essay Example The law seems to be more of a starting point than a destination for health care reform. Essentially, the liberal minded Democrats want a single payer, universal healthcare system instituted which covers all Americans. A similar all inclusive and much more streamlined system than is still the case in the U.S. system is utilized by Canada, Britain, Japan, Brazil, Russia all western European countries and several other nations. Essentially every civilized, industrialized nation but the U.S. employs some type of universal health delivery. The conservative Republican solution is essentially to do nothing much as was done during the Bush Presidency. Giving tax cuts to the wealthy and tax incentives to businesses and individuals in addition to allowing the free market to operate unabated and unregulated is the repeated rhetoric Republicans offer as a solution to the very complex issue of health care. The Republican answers do not address the problem however which is reducing overall costs w hile covering all persons, a very complex issue requiring more then simple slogan-worthy answers. This paper will examine the Democrat position regarding health care reform while offering the Republican viewpoint as rebuttal. The PPACA is expected to reduce the deficit $143 billion during the first decade and $1.5 Trillion the second decade, 2020-2030. (Holohan, 2010) Included in the new law is a Patient’s Bill of Rights which effectively ends some of the most egregious health insurance company practices. People cannot be denied insurance for pre-existing conditions and cannot have their insurance expire due to lifetime limits of the policy. Children of policy holders can stay on it until the age 26, patients are given an appeals process for coverage decisions by the insurer and other benefits to be phased in over the next few years. The PPACA will also

Hearsay & Crawford v. Washington Assignment Example | Topics and Well Written Essays - 750 words

Hearsay & Crawford v. Washington - Assignment Example There are several methods used for impeachment in a court of law and these include bias, character, inconsistent statement, contradiction and competency. The court allows demonstration of bias through cross-examination for impeachment, and this involves use of personal interests such as financial stake, blood relations among others to catalyze witness bias. Similarly, character is an impeachment method that focuses on demonstrating bad character such as prior conviction or non intrinsic evidence. Inconsistent statement involves use of prior statements that do not match the current testimony for impeachment, and these may also be used as substantive evidence. On the other hand, contradiction as a method of impeachment is where the witness says two or more contradicting statements in the same testimony. Finally, competency is the impeachment method where the witness lacks the required mental capacity, or he/she cannot sense what he claims to have. The Federal Rules if Evidence defines hearsay as, "a statement, other than one made by the  declarant  while  testifying  at the  trial  or  hearing, offered in  evidence  to prove the truth of the matter asserted" (Federal Rules of Evidence, 2009). Therefore, hearsay is out-of-court evidence and thus allowing it in a court trial interferes with the methods of testing credibility. For instance, testimonial hearsay does not give a chance for impeachment of the witness in order to determine the credibility of the evidence. The Sixth Amendment states that "[i]n all criminal prosecutions, the accused shall enjoy the right...to be confronted with the witnesses against him† (US Supreme Court Media, 2004).  However, in some cases the court allows evidence from out-of-the-court testimony on grounds that it should be reliable evidence. This is exemplified in the U.S. Supreme Court ruling in 2004, on the case of Crawford v. Washington. Crawford, together with his wife, Sylvia, confronted and stabbed a ma n, Lee, who allegedly raped his wife. During the trial, Miranda was unable to testify as a result of the marital privilege rule of Washington, and thus, her statement was presented for the jury in the form of recorded evidence. As a result, Crawford was denied the opportunity to cross-examine witness as provided for in the Confrontation Clause of the Sixth Amendment. Hence, argued that the court violated the Confrontation Clause by allowing his wife’s recorded-statement to be used in the trial, and thus denying him a chance for cross-examination. The decision of the U.S. Supreme Court reformulated the standards for the inclusion of hearsay statements in criminal trials under the Sixth Amendment. According to the court, cross-examination is required only to admit a witness’s prior testimonial statements, which was unavailable in the case of Crawford v. Washington. Crawford v. Washington Supreme Court’s decision relied on the Ohio v. Roberts U. S. Supreme Courtâ⠂¬â„¢s decision of 1980. In this decision, the court allowed use of out-of-court testimony against the defendant so long as the testimony was reliable. On those grounds, the court determined that Sylvia’s statement was reliable and thus could be used as evidence in the trial. The trial court noted that the evidence was trustworthy and gave reasons to support its use in the criminal case against Crawford. For example, Sylvia and Crawford were interrogated separately, and the statements

Diversity in the United States Term Paper Example | Topics and Well Written Essays - 1000 words

Diversity in the United States - Term Paper Example Diversity in the United States I had always known about the settlers from Europe and their conflict with the Native Indians in the early days, but I had not realized just how many different national origins have made up the people of the modern United States. Looking at modern American culture, with such different styles as Hollywood films, rappers, classical orchestras and all kinds of local folk, country and rock music it is obvious that a creative mixture is going on. Learning about the different groups, such as Africans, British, Italians, Spanish, Japanese, Puerto Ricans, Mexicans etc, has opened my eyes to the rich cultural history that we all share. When I see this big range of cultures, this helps me to understand that immigration is a permanent and healthy tradition that America needs to manage well. People want to come here, because it is a great country to live in, but at the same time, we need to find ways to accept each other and get along peacefully together. My own background already combines two ve ry different cultures, since my parents are from the Philippines and Jordan. I grew up in a Muslim country, with a Muslim father and Christian mother. I can see that there are many differences between these two major religions, but what I have learned is that both of them have a belief in God, and both of them deserve our respect. I have seen how Muslims looked down on Christians (in Jordan) and Christians looked down on Muslims (in the United States) and this shows me that people are influenced by their own place of birth, rather than by any particular logic. I think my mother must have endured quite a lot of hardship to be married to my father and I think it took great courage for her to bring me to the United States and start a new life in a new country. She has been able to find a job, and I have been able to learn English, because this country welcomed us at a time when we needed a safe place to go to. Seeing this against the background of America’s history of diversity makes me very proud to have joined the many thousands who have brought their own culture into this country. I think that in the next thirty years or so there will be more immigrants to the US, including some from China, because of the attraction of the lifestyle and the freedom to think and speak what you want to. I hope that there will be a better agreement about immigrants from Mexico and the South American countries, because I believe that this has the potential to cause some tensions if it is not regulated properly. One big change that I see coming in the next thirty years is that there will be more people like myself who have a mixed heritage of more than one culture. Hispanic and Asian populations are growing faster, and so the proportion of these groups is likely to rise (Census Bureau, 2011). I think this is a good thing, and it will make people generally more tolerant. This is because second and third generation immigrants tend to marry outside of the narrow culture of thei r parents, and this will bring about more mixing of cultures, and more children who have the benefit of seeing things through different perspectives. A big challenge that the U.S. faces is the fact that different cultures have strong views about some issues, such as

Impact of Standardized terminologies Coursework Example | Topics and Well Written Essays - 250 words

Impact of Standardized terminologies - Coursework Example According to (Nolan 2004), NIC is a common terminology with practicing and research nurses. It is a broad, research-based, standardized classification of care-interventions that clinical nurses perform (Nolan 2004). It is important for all-setting clinical communication, documentation, productivity measurement, and integration of data across systems and settings, competency evaluation, effectiveness research, curricular design and reimbursement (Clark & Lang 1992).As a practicing nurse, the Implementation of NIC would have varied and diverse impacts on my nursing practice (Nolan 2004). First, apart from the better communication between other health providers and me, NIC would provide me with an increased visibility and clear view of nursing interventions (Nolan 2004). Second, due to increased enlightenment in nursing interventions I would have improved patient care in my capacity. Third, a practicing nurse with knowledge in nursing informatics, NIC will enhance my data collection abilities and the capabilities to evaluate nursing care outcomes (Nolan 2004). Fourth, I believe NIC will support me in gaining greater adherence to the nursing standards of care (McGonigle & Mastrian, 2015). Five, because competency is very vital in every occupational field, particularly nursing occupation, NIC will facilitate assessment of my nursing competency (Nolan 2004). As a result of these impacts, I will develop a greater experience, knowledge and nursing wisdom that will eventually enhance my nursing

The Story of an Hour vs A Rose for Emily Essay Example | Topics and Well Written Essays - 750 words

The Story of an Hour vs A Rose for Emily - Essay Example Jefferson stands to embrace a more commercial and contemporary future although it is remains perched on past events and circumstances. The past is especially reflected in the faded glory of the Grierson home and town cemetery where unknown soldiers who participated in the Civil War were long buried. Emily is deeply rooted in tradition remaining in the same position for many years despite the explicit changes in the community she is living in. Emily as a character is both a blessing and curse to her community. She is a blessing in that she represents the traditions of the people she wishes to honor and respect. On the other hand, she is a burden and cut from the rest of the world and nurses peculiarities that other people cannot understand as she acts outside common expectation. She lives in her own world that is timeless; she refuses the affixation of the metallic numbers to the side of her house when her town receives modern mail service. Jefferson highly regards the traditional notions of reputation and honor although the narrator criticizes the old men who gather for her funeral. Death is very eminent in the story; the narrator mentions the death of Emily at the beginning of the story (Faulkner 1). There is a clear description of Emily’s death and haunted life even as the community traditions are expressed in the wake of modern changes. The Emily fixture in the community paves way for slow death. She is compared to a drowned woman and she is referred to as having a small spare skeleton. Her charm and respectability declines over the years much like the Griersons’ outdated sensibilities. Emily’s point of view regarding death and changes in life is quite different from what the other members of the society believe. Emily attempts to deny the facts of death; her weird relationship to the dead bodies of the men she loved is exposed when her father dies. She does not admit the death of her father and she lives in denial of the truth. Her reaction to the

Interview of Older Age Adults Essay Example | Topics and Well Written Essays - 3750 words

Interview of Older Age Adults - Essay Example They had a lot to say in answer to each question or topic and would digress to relating something else if the interviewer did not insist on keeping them on track. It seems that as each one talks about a certain aspect of the past, a recollection of a related experience is triggered. The interviewee then becomes eager to relate such related event, thereby making the conversations overly long. Moreover, when all the questions have been answered, it seemed that the subjects did not want the interview to end. It was as if it would take a long time again when the subject would have somebody who will have a long conversation with him or her. The interview process resulted in the following findings, generalizations or conclusions. Older age adults past seventy years old are already well-adjusted in their status. They have already spent more than ten years as "retired" individuals and seem to have come to terms with their changed status in life, especially with regards their relationships with immediate family. They have also accepted their physical conditions, how they are no longer as strong and fit for various types of activities. Those who said that they felt a lot younger than their age are the ones who have best succeeded in coming to terms with their level of physical fitness and the limited type of activities they can pursue. One lady said she felt a lot older and that was because she was worried about her different ailments which she doesn't seem to address appropriately. Older age adults who have adjusted have also accepted how younger people are treating them, whether they feel this is different from their norm s during their times or not. They learn to accept and live with the kind of people surrounding them and learn to understand their attitudes. Another finding from the interview process is that although the subjects interviewed were quite adjusted to their old age status and able to maintain a level of happiness or contentment, they are most wanting in people to talk to. The situation of the subjects interviewed were all as part of their own families, where relatives, if there were, were of different ages. In the case of the husband and wife, they were living by themselves and only had each other. The interview brought a new person into their life for a few hours. In the case of the others, the subjects were living with family members all of younger age. They didn't really have anybody to chat with as a matter of course. They feel that their relatives only converse with them out of duty or courtesy. It also seemed to the interviewer that these subjects were being taken for granted by their immediate families. This was a sad situation for the older age adults and although it wasn't directly verbalized, somehow it could be f elt during the interview. Another finding from the interview process is the matter of dreams and their fulfillment. All the subjects interviewed could not seem to recall any life-long dream from the past that they wanted to achieve as a burning desire. They mentioned dreams that were either achieved or not achieved but are no longer dreams at the present time. It may be part of the acceptance or resignation process that they seemed to have gone through as they were getting older or adjusting to their old age, as a sort of defense mechanism to keep one

Law and Economics Essay Example | Topics and Well Written Essays - 1500 words

Law and Economics - Essay Example The back and forth between RIAA and the MPAA (Recording Industry Association of America and the Motion Picture Association of America) and copyright infringement has been a staple of the news since Napster was originally shut down back in the last 1990’s. Originally, groups such as the RIAA and MPAA have targeted the copyright infringer themselves; however, the specter of taking a 12 year old girl to court and forcing a settlement on her that equates to tens of thousands of dollars in judgment per song downloaded was counterproductive to their cause. The copyright battle has digressed into a type of action/reaction battle that pits private entities against oftentimes ill-informed web-users caught between an oftentimes impartial judiciary branch. As such, the MPAA and RIAA changed their tactics and began to target the method through which the files were being shared; namely, the torrent trackers that hosted the content. This method failed to achieve the desired result as torren t trackers merely moved their servers to nations that were outside the jurisdiction of the MPAA and RIAA. As a last resort, the MPAA and RIAA have began bringing suits towards the ISPs(Internet Service Providers) that provide the link to the information that copyright infringers download. This practice has achieved mixed results. As is the specific case in Australia, the High Court dismissed the case brought by MPAA and RIAA representatives that would have required ISPs to suspend the accounts of known copyright infringers. Although the MPAA and RIAA have a point with regards to the level of copyright infringement that their interests see violated on a daily basis, the fact of the matter is that these organizations are pursuing a somewhat minor problem with an heavy handed and categorical approach that has severe effects on the way that everyone uses media and data. As a community, file sharers (copyright infringers) vehemently defend their right to own, acquire, distribute, and dis seminate any and all forms of media and information. To this group it is seen a right of free and open societies to remove all constraints to the free flow of information. However, on the flip side, copyright holders and those that have labored to create intellectual property are interested in protecting it from threats to its overall profitability. As such, a prime threat to profitability of intellectual copyrighted information is illegal file sharing. These two groups are increasing intractable in their support and defense of their respective practices. As such, to better understand the true implications of their respective actions, an empirical analysis must be performed to ascertain the negative attributes that file sharing may or may not have with relation to intellectual material. Although it would appear to seem a very straightforward answer as to whether illegal file sharing has directly affected music and film profits, the answer is anything but (Goel et al, 2010). A study by the University of North Carolina found that an album that was leaked up to a full month ahead of its scheduled release (and vigorously downloaded during this time) would actually experience a slight boost in overall sales (Dewenter et al, 2012). This non-expected result is just the tip of the

Translation of MRNA to Proteins Essay Example | Topics and Well Written Essays - 250 words

Translation of MRNA to Proteins - Essay Example This include the A(amino acid) site, where the aminoacyl-tRNA anticodon base combine with the mRNA codon ensuring the actual amino acid is included in the growing polypeptide chain. The second site is the P (polypeptide) site where the amino acid is moved from its TRNA to the growing chain of polypeptide. The third site is the E (exit) site where the empty TRNA stays before it is released back to the cytoplasm to combine with another amino acid and the process is repeated (Clancy and William, 2008). The next phase in the translation process is the elongation phase. In this phase, the ribosome moves with the mRNA in a direction referred to 5’ to 3’ direction, which needs the elongation factor G. The tRNA that corresponds to the second codon bids to the site A, a step that requires the guanosine triphosphate (GTP), which provides energy for the process and the elongation factors EF-Tu and EF-Ts. After the TRNA- amino acid complex is in site A, GTP is broken down to form guanosine diphosphate (GDP) and released together with EF-Tu so as to be recycled by Elongation factor EF-Ts for the next process (Clancy and William, 2008). The next process is the formation of peptide bonds between the first and second adjacent amino acid through the activity of peptidyl transferase. Once the peptide bond is formed, the ribosome translocates causing the tRNA to occupy the E site. The tRNA is released to the cytoplasm to combine with another amino acid. Additionally, the site A remains empty and is ready to accept the mRNA for the next codon. This process occurs repeatedly until all the codons in the mRNA are read by the TRNA molecules, and the amino acids attached to the tRNA are joined to the chain of the growing polypeptide in the appropriate order. As soon as this takes place, translation process is terminated; the nascent protein is released from the ribosome and the mRNA (Clancy and William,

Factory Act Essay Example for Free

Factory Act Essay In this Act, unless there is anything repugnant in the subject or context, adolescent means a person who has completed sixteen years but has not completed eighteen years of age,adult means a person who has completed eighteen years of age, child means a person who has not completed sixteen years of age,day means a period of twenty-four hours beginning at mid-night, explosive substance includes any materials for making any explosive substance; factory means any premises including the precincts thereof whereon ten or more workers are working or were working on any day of the preceding twelve months and in any part of which a manufacturing process is being carried on with or without the aid of power, but does not include a mine subject to the operation of the Mines Act. Power to apply the provisions of this Act to certain places. (1) The Government may, by notification in the official Gazette, declare that all or any of the provisions of this Act shall apply to any place wherein a manufacturing process is being carried on or is ordinarily carried on whether with or without the use of power whenever five or more workers are working therein or have worked therein on any day of the twelve months immediately preceding. (2) A notification under sub-section (1) may be made in respect of any one such place or in respect of any class of such places or generally in respect of all such places. 3) Notwithstanding anything contained in clause (f) of Section 2, a place to which all or any of the provisions of this Act are, for the time being, applicable in pursuance of a declaration under sub-section (l), shall, to the extent to which such provisions are so made applicable but not otherwise, be deemed to be a factory. Section 4. Power to declare departments to be separate factories. The Government may, by order in writing, direct that the different departments or branches of a specified factory be treated as separate factories for all or any of the purposes of this Act. Section 5. Power to exempt. The Government may, by notification in the official Gazette, exempt any factory or any class or description of factories from all or any of the provisions of this Act for such period as it may think fit in the public interest: Provided that no such exemption shall be made for a period exceeding six months at a time. Section 6. Notice to Inspector before commencement of work. (1) The occupier shall, at least fifteen days before he begins to occupy or use any premises as a factory send to the Chief Inspector a written notice containing the name and situation of the factory,the name and address of the occupier, the address to which communications relating to the factory may be sent,the nature of the manufacturing process (2) In respect of all factories which come within the scope of this Act for the first time, the occupier shall send a written notice to the Chief Inspector containing particulars specified in sub-section (1) within thirty days from the date of the commencement of this Act.. 3) Before a factory engaged in a manufacturing process, which is ordinarily carried on for less than one hundred and eighty working days in the year, resumes working, the occupier shall send a written notice to the Chief Inspector containing the particulars specified in sub-section (1) within thirty days before the date of the commencement of work. Whenever another person is appointed as Manager, the occupier shall send to the Chief Inspector a written notice of the change, within seven days from the date on which such person assumes charge. (5) During any period for which no person has been designated as Manager of the factory or during which the person so designated does not manage the factory, any person found acting as Manager or if no such person is found, the occupier himself shall be deemed to be the Manager of the factory for the purposes of this Act. Section 7. Seasonal Factory. The Government may, by notification in the official Gazette, declare any factory in which manufacturing processes are ordinarily carried on for not more than one hundred and eighty working days in the year and cannot be carried on except during particular seasons or at times dependent on the irregular action of natural forces, to be a seasonal factory for the purposes of this Act. Section 8. Approval of plans and fees for licensing and registration. (1) The Government may require that previous permission in writing be obtained in the prescribed manner from the Chief Inspector for the construction or extension of any factory or class or description of factories, require registration and licensing of factories or any class or description of factories and payment of fees for such registration and licensing or for the renewal of licences, in the prescribed manner. If, in accordance with the provisions of sub-section (1) an application for permission accompanied by the plans and specifications is sent to the Chief Inspector and no order is communicated to the applicant within two months from the date of its receipt by the Chief Inspector, the permission applied for in the said application shall be deemed to have been granted. (3) Where the Chief Inspector refuses to grant permission to the said construction or extension of a factory or to registration and licensing of a factory the applicant may, within sixty days of the date of such refusal, appeal to the Government.

How Kinect Gave A Competitive Advantage To Microsoft Media Essay

How Kinect Gave A Competitive Advantage To Microsoft Media Essay We choose to analyze Microsoft-Kinect as a topic for our group project because we wanted to analyze that how Kinect gave a competitive advantage to the Microsoft in the gaming industry. Our analysis will focus on the technology Microsoft used in Kinect and the reasons of Kinect becoming the fastest selling tech-gadget, even though it was just launched in November 2010. We will also discuss the strategies Microsoft used while developing and launching the Kinect and the various factors that helped Microsoft to become leader by selling 10 million gadgets in a very short span of time, beating Apples iPad and iPhone previous record. Microsoft Kinect made into the Guinness book of records as the fastest selling electronics device. [1] Introduction: Kinect is a controller free gaming experience for the Xbox 360 video game platform to stir up great hype in the gaming industry since its launch. It has a great impact on the approach to gaming and changed the meaning of game industry and the Entertainment World. Microsoft came with a complete entertainment solution for the whole family with the launch of Kinect. With the selling of 10 million gadgets, Microsofts Kinect became the fastest selling tech gadget. By beating Apples iPad and iPhones previous record it made into the Guinness book of records as the fastest selling gadget and wrote the new chapters in the Microsoft success story. In 2006, when Nintendo introduced a new game console called Nintendo Wii, Nintendo revolutionized the whole game industry, instead of competing with the mainstream players like Sony PlayStation and Xbox 360. Nintendo Wii targeted a broader demographic than its competitors and tried to incorporate both refreshing gaming experience and user friendly in terfaces to target the previously untapped portion of the demographic. Gamers of all ages, including the female players and the elderly are getting into the action of Nintendo Wii. Nintendo started a new chapter in the gaming industry with the launch of its Nintendo Wii MotionPlus. Kinect was Microsofts delayed reaction to the massive success of the Nintendo Wii but the launch of Kinect gave a all new dimension to the gamers about how games are played. Even thought Xbox 360 was leading in the market before Kinect came into the market but Xbox 360 sales become double since Kinect launch. Analysis for Game Industry: Using 5 Forces model of Porter To understand well about the performance of the firms we should first try to analyze the industry and its factors which influence the firms performance. We apply the 5 force approach on the gaming industry. Game industry is a highly dynamic industry. We can see 7 generation of console within 30 years. Technology changes rapidly in the game industry as well as customer requirements expectations are really high in this industry. Hard core gamers love new challenges and improved graphics and games. Product life cycle is very short in the game industry. So companies need to innovative in this industry for a sustainable competitive advantage and invest more in the R D and come up with new products. Threats of New Entrants are very low because this is capital intensive business and brand image is very important in this industry. Bargaining Power of Customers is fairly high.There are lots of substitutes available in the market so customers have high bargaining power. Switching cost from one product to another is also not too much high. Bargaining Power of Suppliers is low. There are only very few big brand players in the gaming consol industry so game providers do not have much choices. If they want to sell their games they have to work with these brands. Threats of Substitute Product is high. There are lot of players in the industry also there is a threat from the movie industry, Sports industry which can be a possible substitution for entertainment. Competitive Rivalry is very high. Big players like Microsoft, Nintendo and Sony is already in the market. Every firm tries to differentiate their products and try to come up with something innovative. For a sustainable competitive advantage Microsoft wanted to come up with something which can be sustainable for their leadership position in the gaming industry and they came up with Kinect for Xbox 360. Technology evolution To understand the Kinect development it is important for us to understand the history of Microsoft, its positioning and challenges faced in the gaming industry. Microsoft Corporation is a software company and well known for the Windows operating system. In 2000, by seeing the growth opportunity and lucrativeness of the game industry, Microsoft decided to enter in gaming and entertainment industry. There were mainly 2 reasons for Microsoft to move into gaming industry. First reason as already mentioned above that Microsoft was seeing a rapid growth in the gaming market. Microsoft saw huge opportunities in the game industry and found it a very lucrative market to have a presence there. Second, the game industry has a huge dependence on the Software and high technology. Microsoft as one of the leader in the Software industry thought to leverage this capability to get success in the game industry. Sony and Nintendo were well established players in the gaming industry with well known brands in the game industry. Microsoft launched Xbox in the year 2001, after more than a year Sony lunched its Playstation2. By that time Sony was having a large and loyal customer base and Microsofts Xbox was unable to outperform PlayStation2 of Sony. There were many reasons of underperformance of the Xbox. One of the reasons was Xboxs incompatibility with many of the existing games in the market at that time. Microsoft entered in the game industry first time in 2001, so most of the games available at that time were for either PlayStation or Nintendo. Although, Microsoft launched Xbox with many compatible games developed in-house and by third party developers, it was not an easy task to induce gamers to buy Xbox over the already successful PlayStation2. The other reasons were Microsofts lack of experience in the gaming market and the absence of USB port in Xbox. There was also a late mover disadvantage to the Microsoft. The price of X-Box was higher compared to that of its competitor Sony PS2. Also Microsofts poor marketing strategy added on all these factors. X-Box and PS2 were both considered at the same level but due to an early launch of PS2 it had captured the market share despite X-Box having advantage over the hardware components. In August 2003, Sony was a leader with 54% Market share compared to 27% of Xbox. There were few challenges for Microsoft. Microsoft was a new entrant in the gaming industry and lacked experience of working with retailers and game developers. To boost the sales of Xbox, Microsoft cut its price after the six month of its launch and this step boosted the sales of Xbox. To overcome this problem Microsoft planned to launch its seventh generation console much ahead of all its competitors. In 2005, Microsoft launched the first seventh generation console Xbox 360. Microsoft gathered the inputs and emphasized on design and features of Xbox 360. Microsoft invested in a huge advertising campaign for launch of Xbox 360 and spent over US $ 100 million. Xbox 360 came up with new features: built in windows media centre Wi-Fi enabled, guide button, wireless binding button and Xbox live etc. Microsoft kept the design simple and decided not to manufacture chips in-house. They planned to go for semi-custom chip and hardware and alter them according to their need and mainly focus on the assembling hardware as it will reduce costs and allow them to closely monitor vendor network. Microsoft also decided to go for intellectual property rights, which was one of the most important decisions Microsoft took. They launched new games, which became popular in the market and provided new service enabling users to download and view films on Xbox 360. Results for Xbox 360 turned out well and Microsoft became leader in gaming console market. Microsoft sold more than 10.4 million consoles by Dec 2006. Xbox 360 was a hit in Europe US. But still there were some drawbacks with Xbox 360. There was a backward incompatibility issue with Xbox 360 and biggest problem was manufacturing cost for Xbox 360 was still higher than its selling price. But Microsofts long term price strategy was to gain a greater share of the console market which was dominated by Sonys PS2. Microsoft decided to gave benefits to the gamers from drastic price cuts. When Sony and Microsoft were focusing on pursuing faster processing speed and better graphics in their game consoles, in 2006, Nintendo introduced a new game console called Nintendo Wii, which used existing technologies and focused on developing unique user interface. Wii lead to better gaming experience for a wider audience. The industry recognizes that games should not be limited just to the interactions using the game controller. Microsoft wanted a sustainable competitive advantage in the gaming industry. They launched Kinect in November 2010. Kinect is a controller free gaming experience for the Xbox 360 video game platform. It was big success for Microsoft. It wrote the new chapters in the Microsoft success story. It will bring game-changing impact to the Microsoft. Competitive Advantage Three are only 3 major players left in the industry today -Sony, Microsoft, and Nintendo. Microsofts Xbox 360 kick-started the console war of the seventh generation in 2005, a year ahead of Sony and Nintendo. This move gave the first mover advantage to Microsoft. Instead of competing in terms of performance with its competitors, in 2006, Nintendo launched Nintendo Wii which brought the concept of motion-gaming and defined a new set of rules for the industry by keeping its price low. Microsoft brought Kinect in response to Wii and went beyond the motion gaming. It interacts with the game using a camera which tracks the players entire body without holding anything in the hand. In fact, Microsofts made a strategy to charge only $150 to penetrate the market and get the casual market to take notice of this new product. Also they spent almost 500 million USD on the launch of Kinect aiming to reach new audiences, including advertisements on Kelloggs cereal boxes and Pepsi bottles, commercials during shows such as dancing with the Stars and Glee as well as print ads in various magazines such as People and InStyle etc. They also organized a show on November 3 in Times Square, where singer Ne-Yo performed with hundreds of dancers in anticipation of Kinects midnight launch. It is clear that Kinect has defined its targeted niche as the casual gamers. Microsoft made the product highly appealing to new customers, rather than current customers hardcore gamers. In addition to this, Kinect differs to the Move in that it wont be backwards-compatible with current games meaning Kinect will feature new games, for new customers. Kinect compatible games are not designed for the gamers who want to sit on the couch and relaxed while playing. The games and experiences are designed to be as fun to watch as they are to play-the games are designed to get the people off the couch and that is the real controller free gaming experience. Also when one wants to enjoy movies, music, and ESPN on Xbox 360, one can control the entertainment hands free from the comfort of the couch. So Kinect defy the trend that playing video game is the job of couch potatoes. Now people can play the video game with real time experience while doing a lot of physical exercise. Its not going to be easy to compete with Project Natal. The companies are doing a lot of great work with the cameras. But the magic is in the software. Its a combination of partners and our own software, Shane Kim- corporate vice president for strategy and business development at Microsofts game division. [12] The Disruptive Innovation Model According to Joseph Schumpeter, creative destruction is a process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one. In simple words it can be explained as the process of destroying an old well established technology and replacing it with an innovative new technology. Kinect is a controller-free gaming and entertainment experience by  Microsoft  for the  Xbox 360  video game platform. Kinect offers a revolutionary new way to play games. In Kinect, you are the controller of the game. Before Kinect every game console came with a controller which was a barrier that stops people playing games. Microsoft wanted to come up something which can break down this barrier and can appeal to both mainstream and casual gamers. Kinect is one complete package for the whole family. It is a complete and affordable way for everyone to enjoy controller-free fun and entertainment. Even though Kinect response in the market is tremendous but still people using consol games with the controller, but seeing the response of the customers it looks like this innovation will change the meaning of game industry and soon it will replace the controller gaming with controller-free gaming. In future this is a disruptive innovation that will change gaming world. The position of Kinect on Normal Distribution of Adopters The normal distribution curve for adopters (Figure 1) represents the groups of people who adopt the new technology at different times. It comprises of the innovators, early adopters, early majority, late majority and the laggards. The Microsoft targeted directly the early majority of the market, instead of targeting the innovators and early adopters first and moving ahead. This is because Xbox 360 was already in the market and performing very good in terms of sales as well as quality. Kinect is a complementary product for Xbox 360 and through Kinect, Microsoft targeted to the casual gamers as well as for the hardcore gamers. Launch of Kinect rejuvenates the sales of Xbox 360 as well. Microsoft was doing everything for breaking down barriers and getting to the mass market, where controllers are barriers and awkward for some people to learn to use a controller. There are different segments of customers. There are the fans of Halo, Forza, and other titles that command a premium price. They deliver an amazing, professionally developed, full-blown experience that customers are willing to pay for. There are some customers who want more casual, bite-size experiences. They want a free-to-play model. You need the downloadable episode in Grand Theft Auto to extend the console game experience or a song you can download for Rock Band. You have a lot of different kinds of options. We enable all the business models, Shane Kim- corporate vice president for strategy and business development at Microsofts game division. [12] Figure 1: Normal distribution Curve for Kinect Adopters Moreover the extraordinary features of Kinect such as low price (approximately $150), attractive and slim look of the console and mass marketing support, all positioned Kinect to fit for the early majority section of adopters. Kinect with Xbox 360 provided a whole entertainment solution to the entire family. Microsoft Kinect clearly goes beyond gaming. Xbox Live gave a new meaning to the social networking. Kinect targeted a whole new range of customers. Besides the existing supporters, Microsoft targeted to open a mass market of first-time game players, like women, younger children and teenagers, who were not typically drawn to this form of interactive entertainment. Since Xbox 360, Xbox live all were very much popular already, Microsoft avoided the hurdle of crossing the chasm. S Curve Diffusion Pattern of Kinect Kinect was launched in November 2010 and became the fastest selling electronics device. Although it sold more than 10 million devices by the end of February 2011, still on the S-Curve, Kinect is positioned in the accelerated part of market growth. Market growth of Kinect has not yet reached its diminishing return on sales its limits. Diffusion pattern is with successive groups of consumers adopting the new technology; its market share will eventually reach the saturation level. Kinect A Radical or an Incremental Innovation? Kinect uses an RGB camera (image sensor), a 3-D depth camera (which determines how far away an object is from the camera), and a multi-array microphone. These were already existing technologies. Kinect is an Incremental Innovation rather than Radical Innovation since it is not based on a completely new technology, but an application of previously available technologies. Technology Strategy Do it differently According to Microsoft, Xbox Live and Kinect will be fundamental parts of their identity going forward and will lead them into online and natural user interfaces. Microsoft has a competitive advantage over its competitors in the form of Kinect. Launch of Kinect shows the leadership of the Microsoft in the technology field whether it is software development or the games. Along with good hardware of console which supports high processing power and graphics Microsoft tried entirely new concept in the game industry with the introduction of Kinect. This was about unleashing a new category of controller-free gaming and entertainment. We didnt want to do something that would be derivative of what Nintendo did with the Wii. Thats been a nice innovation for them but this goes much farther. Were talking about full-body recognition. It can tell when someone is standing or sitting down. It can tell when something moves in front of you or behind you, Shane Kim- corporate vice president for strategy and business development at Microsofts game division. [12] Open Innovation Even though Microsoft filed lot of patents for Kinect in order to get more casual players Microsoft director of incubation for Xbox, Alex Kipman announced that Kinect was left open By Design on the November 19 broadcast of National Public Radios Science Daily program. According to him Microsoft will not allow someone to use the algorithms that Xbox uses and to avoid the illegal uses, they put lot of efforts and make sure that this will not happen. But simultaneously Microsoft kept the design flexible so that if anyone want to write an open source driver for PC, which opens the USB connection for Kinect, take the inputs from the sensor. Microsoft wanted to break down the barriers that prevent people from enjoying what Microsoft is offering so that Xbox can attract more casual players. This will help Microsoft to get more participants and will make a bigger install base for Microsoft Xbox 360.[14]. By definition Installed base is a measure of the number of units of a particular type of system actually in use, as opposed to market share, which only reflects sales over a particular period.[15] New Product Development for Kienct: Introduction of product life cycle of Kinect: There are 6 stages in any product life cycle: Product Development, Introduction, Growth, Maturity, Saturation and Decline. Firm spend a lot of money on research and development in the beginning, and if the research is successful, then on advertisement. If the introduction of the product is successful then the product goes to the growth stage of product life cycle. In growth stage, firm try to recover its development cost as much as possible. In maturity stage, other firms will also come in the market and increases the competition. In the declining stage customer may change their need or the product becomes obsolete and people are not interested in firms product anymore. In the case of Kinect it is in the growth stage as Kinect was introduced successfully in the market and became an instant hit. Now, Microsoft has reduced the expenses on advertising of the Kinect as well as Xbox 360. As discussed above, through Kinect Microsoft was targeting to the casual gamers and to bring them in the market Microsoft had to remove the barriers, which were mainly the game controllers. Controllers, whether wired or wireless, are barriers for a lot of people and it is awkward for many people to learn the use of a controller. So Microsoft decided to come up something which gives casual gamers a controller free experience and this need gave birth to the Project Natal. Kinect was first announced on June 1, 2009 under the code name Project Natal, named on the name of Brazilian city Natal. Kinect uses a sensor to track body movement and recognizes face and listen to the voice. It provided a new way to play the video games where gamer uses full body to play the game. It provides gamers to play personalize games in which the players face and voice are recognized by the device. Kinect uses an RGB camera (image sensor), a 3-D depth camera (which determines how far away an object is from the camera), and a multi-array microphone. [2][11] Motion Sensor Voice Recognition Facial Recognition Skeletal Tracking Microsoft Patents for Kinect When a company files for a patent, government gives monopoly and protection for the innovation for a specific period of time. In return the inventor has to disclose the information details of the invention. Microsoft also filed multiple patents in an effort to protect the software and technology behind its motion-sensing gaming system Kinect, from other rivals. It was very important that Microsoft did not want to allow any loopholes that would allow others to copy its technology. Microsoft has filed at least 12 patents to protect the intellectual property of its motion sensor controller technology surrounding Kinect. The company aggressively aims to patent every aspect especially the software that enables a gaming experience that is based on gestures and motion tracking. The patent applications are based on Extending Standard Gestures, Gestures Beyond Skeletal, Gesture Shortcuts, Gesture Tool, Gesture Coach, Avatar Integrated Shared Media Selection, Localized Gesture Aggregation, Sys tems And Methods For Tracking A Model  , Real Time Retargeting of Skeletal Data To Game Avatar  , Systems and Methods For Applying Animations or Motions to a Character  , Avatar Integrated Shared Media Experience  , User Movement Feedback via On-Screen Avatars.[13] We want to ensure that we have great intellectual property protection. You have to have a strong legal approach, and this is not easy stuff. It has to be all buttoned up, legally. We have had a very concerted focus on this , Shane Kim- corporate vice president for strategy and business development at Microsofts game division. [12] Market Strategy for Kinect Game industry is currently expanding but it divided into many segments after Nintendo launched its Wii MotionPlus. Microsoft and Sony were seeing a huge potential and wanted to quickly react.Microsoft saw a huge potential market for casual gamers. Microsoft was able to identify that this newly developed market had massive potential and can worth millions to Microsoft. Microsoft Identified that every game console came with a controller which was a barrier that stops many people from playing games. So, Microsoft decided to come up something which can break down this barrier and can appeal to both mainstream and casual gamers. Microsoft adopted a Market Pull strategy for Kinect by identifying the latent needs of the casual gamers. Microsoft came up with the idea of Kinect, a controller free gaming experience. Microsoft through new Xbox 360 with Kinect took a disruptive approach: focus on fun and expand the market by appealing to non-gamers. Microsoft decided to keep the price low for Ki nect so that they can attract casual gamers as well. They kept Kinect retail price as $149 or if a gamer wants to purchase with Xbox 360, price of the bundle is $299. An analyst indicated that Microsoft losing a big amount for each box. The companys goal is to make a profit on software titles, royalties, and Xbox Live subscriptions. Selling more Xbox 360 consoles attracts more developers interested in developing games compatible to Kinect and Xbox 360, which in turn encourages more demand for consoles and generates licensing revenue for Microsoft. This is called snow-ball effect and Microsoft used it very well. Along with the good design and low price Microsoft heavily spent on the marketing campaign of Kinect. They spent almost 500 Million Dollars on the launch campaign of Kinect. Campaign for Kinect was You Are the Controller. They aimed to reach to new customer and to reach them, they advertized Kinect on Pepsi Bottles and Kelloggs Cereal boxes, commercials during shows such as dancing with the Stars and Glee as well as print ads in various magazines such as People and InStyle. They distributed free Xbox 360 consoles and Kinect to the audience in The Oprah Winfrey Show. Between November 1 and November 28, Burger King gave away a free Kinect bundle every 15 minutes. A major event was organized on November 3 in Times Square, where singer Ne-Yo performed with hundreds of dancers in anticipation of Kinects midnight launch. [9][11] Microsoft strategy worked well for Kinect as well as for the sale of the Xbox 360.The first advantage Microsoft had that they were able to capture a significant portion of the rapidly growing video gaming market from the sale of Kinect. Kinect also made a significant impact on the sale of Xbox 360. This shows a very good example of Network externalities. By definition Network externalities is that the value of a technology product/service to a user increases with the number of other users of the same or similar product/service. Xbox value increased when Kinect was launched. Marketing efforts of Kinect not only impacted Kinect Sale but it also contributed to Xbox 360 sale. Network externalities comes because of the snowball effect, which means a large installed base of a product attracts producers of complementary products/services and if there is a availability of complementary products/services it attracts users, increasing the installed base. So that means both occurs because of ea ch other. The same thing happens in the case of Xbox 360 and Kinect. Kinect is a complementary good for Xbox 360. Xbox 360 was having a large install base which helped the sales of Kinect but because of the Kinect, Xbox 360 installed base also increased. Microsoft reported that it sold more than 10 million Kinect devices till the end of February 2011. Microsofts core PC software businesses reached on the saturation point and it was looking for some new areas to sustain its success. Microsoft entered in the game industry by launching Xbox but Kinect made Microsoft the leader in the game industry by giving a technological edge over Sony and Nintendo. In past, companys reputation has suffered as a result of the litigation surrounding its Windows monopoly and other antitrust lawsuits. Kinect and Xbox 360 brought back the innovative image of the Microsoft and established the company as a technology leader in the game industry as well and built its brand.[17].The below charts show the Xbox market share before and after the Kinect launch. The following graphs try to show the market share of Xbox 360, Wii and PS3. As we can see Xbox 360 stole the market share of Sony and Nintendo both, but Nintendo sales were more impacted than that of Sony. Value Ecosystem To understand value chain for Microsoft it is important first to understand the value chain for the game industry. Game industry value chain is made up of six parties mainly: Game Publishing: involved in paying for development of new titles and seeking returns through licensing of the titles. Game Developers: includes developers and designers, who may be working under individual contracts or as part of in-house development teams. Console Manufactures: generates game development middleware, customizable game engines, and production management tools. Distributers: involved in marketing catalogs of games for retail and online distribution. Hardware Suppliers: or the providers of the underlying platform, which may be console-based. End-users layer: or the users/players of the games. Marketer: Advertise the games. Figure # -Video Game Software Value Chain The game development value chain explains that first, the game developers create games for the game publishers, who amalgamate games from various developers. The game publishers are like the pools where many game developers pooled their developed games. The game publishers then select the games suitable for the market and send those games to distributers /retailers and finally to customers. The game publishers may also send the games to marketing agencies which may help to advertise the games to the customers. In some cases, game publishers can sell their games to the console maker itself. While selling games to the console makers the digital rights management (DRM) providers provide DR to game developers to protect their copyrights. In case of Microsoft, the DRM provider is the console maker itself, as the DRM is integrated into the hardware of the console. Creating New Value Chains with Kinect Microsofts Shane Kim has put forward a belief that Kinect provided a value addition to Xbox 360. Microsoft believed that the Xbox 360 has an approximate life of 10 years so Xbox 360 has a life cycle through 2015. Microsoft was having a vision that Project Natal will be a great innovation. Kinect will be a big value addition for a person who thinks that controller is a barrier in playing games. Microsoft wanted to come up with complete system which can create a value for whole family to take the leadership position. To come up with a good product companies do integrated business with third parties. Kinect is a combination of partners and Microsofts own software. Kinect is based on software technology developed internally by Rare, a subsidiary of Microsoft Game Studios owned by Microsoft, and on range camera technology by Israeli developer PrimeSense. Microsoft also acquired Big Park to develop its game for Xbox Live. Microsoft consoles can now play music CDs, and DVDs directly and the DRM is proprietary to the individual publishers. Microsoft allowed publishers and game developers to develop games which can be played on Kinect. In addition to games, you can use Kinect to make video phone calls via Xbox Live. [20] Microsoft has also made internet connected game play available with a subscription-based service, Windows Live, its own application service provider. It allows customers to link play across the internet. Microsoft has managed to channel yet another revenue stream via the connectivity value chain. Microsoft is best positioned to exploit the value ecosystem. Microsoft also fully utilizes its other value chains to create network effects to draw the customers. As a gauge for the amount of licensing revenue that a console maker earns, an analysis of one of Microsofts own console games indicates that the game development value chain itself would bring in 11.5% of the sales price of the console game. Price for games for Kinect from Microsoft was $49 each. Microsoft started selling 4-gigabyte Xbox 360 with Kinect and the Kinect Adventures game in a bundle for $299. Microsoft provided Kinectimals, Kinect Sports and Kinect Joy Ride, each available for $49.99 in Kinect Adventures. It also prices Dance Central game for Kinect at $49.99. This is a very significant part of Microsoft marketing strategy, since games have been priced at $59.99 since the Xbox 360 and PS3 launched in 2005. Its smarter to price games cheaper. The entire pricing strategy is thus

Rising Concern On Environmental Issues Marketing Essay

Rising Concern On Environmental Issues Marketing Essay There has been a rising concern on environmental issues worldwide nowadays. Ministry of foreign affairs statistic shows that over the years, the temperature has been rise because of carbon dioxide trapped and green house gases have affected the global climate. This change will affect the people live all over the world. This also includes access to water, health, food and the well being of the environment. Todays consumers have started to realize that their purchasing behavior actually cause a huge impact to the environment. Therefore, companies should practice offering environmentally friendly products and service to people to prevent this world become worse. Although, Malaysia has undergone an excellent development followed governmental efforts to attract foreign investor to come and invest for a green product development in Malaysia, the practices of environmental responsible behavior are still low among Malaysian consumers. An example of the lack of environmental responsible behavior is shown in an article in Bernama whereby garbage thrown by one of the state in Malaysia residents is the main cause of river pollution in the state. According to a survey which was conducted on line by global market insight and information group, on the aspect of eco-friendliness of habits and behaviors only 8% of Malaysian respondents responded that they have changed their behavior in a greatest deal to benefit the environment. In addition 83% respondents reported that their views on a companys and their Colleges friendliness to the environment would influence their purchases of products and services. Therefore, studying the determinants of generation-Y consumers green purchase behavior will be definitely benefit green marketers. Generation-Y (also known as a millennial) is defined as A label attributed to people born during the 1980s and early 1990s. Members of Generation Y are often referred to as echo boomers because they are the children of parents born during the baby boom (baby boomers). Because children born during this time period have had constant access to technology (computers, cell phones) in their youth, they have required many employers to update their hiring strategy in order to incorporate updated forms of technology. In a simple word, generation-Y grew up with a technology and relies on those things to perform their job and their task. In addition, when going through a literature review in Malaysian context, there are still a gap existed between environmental knowledge, intention and behavior towards green product. [Said et al. (2003)]. Even though employees that have vast knowledge about green products in ISO 14001 certified organizations not necessarily would buy a green products. Therefore, factors those determine and affect consumer especially Generation-Y to purchase a green product would be worth to find out. 1.1 BACKGROUND OF THE RESEARCH Nowadays its nearly impossible to go shopping without finding a plethora of products that claim to be environmentally and consumer friendly. Oddly enough, many cheap and eco-friendly substances, such as vinegar, have been used for years as home cleaners. Whether you buy a green cleaning product at a store or use something on hand in your pantry, you can reap the benefits of choosing products that are gentler on you and the environment. Environment is defined as what surrounds a thing or an item or in other words it means the surrounding. It could be a physical element which is physical environment, that includes the built environment, natural environment such as air, water, land, atmosphere and etc or it could be human environment where people surrounding the item or thing which also known as the social environment. Today environment is getting worst and worst. Many environmental issues arise. Environmental concerns have been growing in recent years. One of the examples of environmen tal issue is global warming. Global warming and climate change refer to an increase in average global temperatures. Natural events and human activities such as burning garbage and waste are believed to be contributing to an increase in average global temperatures. This is caused primarily by increases in greenhouse gases such as Carbon Dioxide. The greenhouse effect keeps the earth warm when functioning normally. For the first time in history, human activities are altering the climate of our entire planet. According to (Jack, 2010), in less than 2 centuries, humans have increased the total amount of carbon dioxide in the atmosphere by 25% from the burning of fossil fuels and the destruction of forests. In addition to the natural fluxes of carbon through the Earth system, human activities, particularly fossil fuel burning and deforestation, are also releasing carbon dioxide into the atmosphere (The Carbon Cycle; the Human Role, Earth Observatory, NASA). Green product is define as a product products that produce limited carbon footprints; they may require fewer resources to produce, consume less energy or emit fewer hazardous emissions.  Green product is also a product that is non toxic, water-efficient, and also recyclable and biodegradable. There are many green products that have been produce for people in the market. For example household cleaner. Phosphate-free dishwasher and laundry detergents are green because they do not discharge environment-damaging phosphates into waterways. Other examples of green cleaning products are those labeled certified biodegradable; these have passed several stringent tests relating to biodegradability and environmental impact conducted by an independent certifying agency. According to Consumer Reports, the certified biodegradable label is more meaningful than a general biodegradable label. Glass and metal cleaners, kitchen and bathroom cleaners, and laundry detergents are products that might car ry this label. According to EPA (Environmental Protection Agency) research, the air inside the typical home is on average 2-5 times more polluted than the air just outside its walls. For the most part, indoor air pollution is created by the use of toxic chemical products like household cleaners. An EPA report stated that indoor air pollution is one of the nations most important environmental health problems. The EPA also concluded that household cleaners are 3 times more likely to cause cancer than air pollution. Walk down the cleaning product aisle at the supermarket and notice the strong toxic odors, even though the packages are tightly sealed so they cannot leak. Those same vapors remain in a well sealed home. A 15 year study compared women who worked outside the home and those who did not. They found a 54% higher death rate from cancer in the women who stayed home. The study concluded that the increased death rate was due to daily exposure to hazardous chemicals found in ordinar y household products. What is not being reported are the slow poisonings that occur in every home from continual exposure to household cleaning chemicals. A report by the Consumer Product Safety Commission found that 150 chemicals commonly found in homes have been linked to allergies, birth defects, breast cancer, testicular cancer, prostate cancer, declining sperm counts, and psychological abnormalities. Generation Y are the cool generation, they embrace brand and live in the new world of digitize communication. Thus that might be interesting to find their perception and their level of awareness towards environmental issues that the world is facing nowadays. Gen Y has grown up in a very structure, busy and over planned world. Also, Gen Y is made up of confident, optimistic young people who feel valued and wanted. In a article of science daily, Gen-Y is a people that will go all the way when it comes to saving the environment as long as it benefit to world economic and environment. They are maturing into a pragmatic generation that wants to do the right thing for the environment but also has real economic concerns PROBLEM STATEMENT Consumers or practically customers are the sellers and buyers that boost the countrys economy. Therefore, many firms are actually putting many efforts in order to attract more customers because these customers create businesses opportunities and generate profits to them. As the world nowadays facing so many problems regarding to a environmental issue, the consumers and their attitudes or behaviors to purchase a green product are the important factors to be considered. Consumers nowadays have more choices due to the effects of globalization. They will prefer the function of the product rather than the brand or whatsoever to ensure a healthier future. To determine the current level of consumers preferences towards the green products. To determine what are the determinants or factors of consumer preferences towards the green product. To determine the consequences or effects of consumer preferences towards the green product. RESEARCH OBJECTIVE Awareness towards environmental issue that the world nowadays facing play a major role encourage people to purchase a green product. Thus, this study is attempts to relate on the various variables that influence consumer especially generation-Y to purchase a green product. The objectives are as the following: * To study the factors affecting the consumer especially Gen-Y to purchase green product. Gen-y is a new generation and It is crucial to understand as they are more advance and modernize. Thus, several researches have been conducted in order to understand consumers in a way that how they behave, and what are the factors that cause them to behave or react to the responses of the products. Leading factors such as price and quality are always the top concerns to the consumers. Product attributes will moderate the effects of price on quality judgments. Partial of the consumers may focus on buying low prices goods and neglect the quality of the products. This group of consumers takes the price as a measure of sacrifice. For instance, consumers take the price served as the benchmark for comparing utility gains from the quality of the product. One the other hand, some portion of the consumers will be willing to pay a premium price for the quality and function of the products, as they are very sensitive to the signals of the quality of one product. Thus, it is hope that this stud y will contribute further to the understanding of factors of price and quality that may lead to the consumers prefer for a green product * To understand the awareness level of people about Go Green campaign. Nowadays, there are many environmental campaign have been organized by a government and private sector. This campaign is aim to encourage people to more concern about the environment. Thus ,it is hope that this study will explore how people react to a environmental campaign and what is their level of awareness about the awareness campaign. * To examine the benefit for people involvement in Go Green program. We might be asking, how we will benefit from getting involved in this environmental campaign. Well, recently there has been an increase in events directly related to the availability of natural resources. For example energy shortages that resulted to load shedding, change in weather patterns and water shortages. As a result, civil society is recognizing the need to manage our natural resources more effectively and responsibly. In doing so, we can ensure positive effects on our health, quality of life and even the cost of living. Thus, this study will help people to getting known more about what they will gain if they participate in the environmental campaign. *To discover what consumer perception towards green product green product. In curiosity to identify what are the main components or criteria that consumer especially gen-Y are looking forward in order to purchase a green product. It is true that each and every one of us are special and unique in the way we are, thus, every consumer has their very own perception in purchasing a green product. Different people from different backgrounds may have different perceptions on these products. In addition to that, different demographic groups may have different perceptions to this kind of product as well. Thus, this study will help to identify whether the consumer especially gen-y prefer to buy a green product or not to safe a mother of earth. 1.4 SIGNIFICANCE OF STUDY This study is crucial as there are a lot of green products have been selling nowadays. Obviously, when we talk about green product, the price for that particular item might be so expensive. The study on factors affecting consumer especially Gen-Y buying a green product may allow us to know in depth why are previous efforts taken does not produce as it is thought it would be. Based on the study conducted, motivations towards the environment, knowledge on green product, social norm, awareness and self-image have an impact on the consumer especially Gen-Y buying a green product. Government may need to enhance its program in educating people green product. New and more interesting Go Green program and method is a definite necessity in motivating people to increase their interest/awareness on a green product and indirectly motivates them to purchase it. 1.5 SCOPE OF STUDY The research focus on students in Multimedia University (MMU) Melaka campus which comes from various demographic backgrounds such as the faculty, ethnicity and nationality. The focused respondents are a great resemblance on the exact population in Malaysia. 1.6 ORGANIZATIONAL OF RESEACH 1.6.1 Chapter 1: Introduction Regarding this chapter, it introduce the background of this research such as why do people trade in order to get imported goods from other country. Thus, this will create a preference among the consumers locally and abroad to consume and purchase foreign made products. These sections will explain in details in the of consumers preferences from the Malaysian perspective and as well from the global view for foreign made products. This chapter also recognized the problem statement and the research objectives for this research. Finally, the justification of the research will help to justify the benefits and those who will gain in this research. Chapter 2 : Literature Review A thorough study will be conducted on the dependent variable and independent variables. The main purpose for this chapter is to weigh the pros and cons of the topic and to discuss in details on the ideas and knowledge concerned. In this chapter, every definition of the dependent variable and independent variables will be cited from the journals in order to strengthen every point mentioned. Several of arguments and various points of views from different authors in order to provide a stronger formation of each point can be founded in this chapter. In addition to that, this chapter explains the relationships on several independent variables relate to the dependent variables. 1.6.2 Chapter 3 : Research Methodology Research methodology is usually conducted after the thorough study of literature review. In this chapter, theoretical framework will be form to illustrate the relationships between the dependent variable and the independent variables. Hypotheses or a proposed explanation which were made on the basis of limited evidences will explain the relationships between two or more variables. All the hypotheses stated will be tested together with empirical data. This chapter also includes the description of the sampling data, data collections and as well as the development of the questionnaire for this research. Chapter 4 : Data Analysis After questionnaires are collected from all the respondents, then few tests will be conducted to test on the validity and reliability of the results. The responds of the questionnaires from the respondents are represented by a set of numbers that symbolize their own significant meanings. Whereas the tests that will be carry out are to analyze the responses from the respondents so that it will derive to a stronger conclusion at the end of this research. Chapter 5 : Conclusion This chapter will provide the final outcome of this research. Thus, the final results will be explained and we will be able to identify how the exact hypotheses that formed earlier are hold. Chapter 2 Literature Review In a general definition, green product is known as an ecological product or environmental friendly product. Shamdasami et al., (1993) in their research defined green product as the product that will not pollute the earth or deplore natural resources, and can be recycled or conserved. Green product is a product that has more environmentally sound content or packaging in reducing the environmental impact (Elkington and Makower, 1988; Wasik, 1996). In other words, green product refers to product that incorporates the strategies in recycling or with recycled content, reduced packaging or using less toxic materials to reduce the impact on the natural environment. Krause (1993), found that consumers will becoming more concerned about their habits and the impact on the environment. The consequence of this is that some of the consumers translated their environmental concern into actively purchasing green products commitment (Martin and Simintiras, 1995). Todayà ¢Ã¢â€š ¬Ã… ¸s teenagers are c oncerned about environmental problems (Lyons Breakwell, 1994; Lee, 2008). Studies have shown that youth are more concerned and more informed about environmental problems than the adults (Van Liere Dunlap, 1980; Diamantopoulos, Schelemilch, Sinkovics, Bohlen, 2003), and teens who consider they to be knowledgeable about environmental issues tend to report higher levels of concern (Lyons Breakwell, 1994). There are many reasons and factors that affect consumer especially Gen-Y to buy a green product. Concern for the environment is perceived to be important in encouraging consumer to participate in green program and also buying a green product. Research finding suggest that, moral concerns determine several curtailment behaviors (Goldstein et al., 2008; Hage et al., 2009; Thà ¸gersen, 1996). However, studies on the influence of moral concerns on consumer high involvement buying decisions with environmental implications are rare (Thà ¸gersen, 1999). This is a problem since overlooking an influential determinant might hinder or delay successful diffusion of environmentally friendlier products and innovations. Other researcher also revealed that despite expressing concern towards the environment the consumers were unwilling to purchase or pay a higher price for environmentally friendly products (Jay, 1990; Ottman,1992; Schlossberg, 1991). A more recent report by the RoperASW (2002) prod uced somewhat disappointing results with overall environmental concern among the general population on a decline with 59 per cent of the general population not even thinking of participating in environmentally friendly activities. Kristensen and Grunert (1991) said the levels of general environmental knowledge among consumers have increased significantly over recent years. This may have been expected, since a number of new green product lines have been introduced in a market. (Bohlen et al., 1993). Knowledge and attitude towards environment are very important to influcence consumer especially Gen-Y To buy a green product. There is a general belief among the researchers and environmental activists that through purchasing environmentally friendly products or green products, products with recyclable packaging or properly disposing of non-biodegradable garbage, consumers can contribute significantly to improve the quality of the environment (Abdul-Muhmim, 2007). The quality of the environment depends critically on the level of knowledge, attitudes, values and practices of consumers (Mansaray and Abijoye, 1998). Attitudes are the most consistent explanatory factor in predicting consumers willingness to pay for green products (Chyong et al., 2006). This means that price is not the main factor in preventing consumers from purchasing green products if they are pro-environment. Researcher also found that Influencing consumer behaviour is a complex and difficult task requiring knowledge of its determinants. consumer knowledge and attitudes are determinants of behaviour (Engel et al., 1993), many researchers have attempted to understand the relationship between purchase behaviour and knowledge /attitudes. The studies from those by Arbuthnott and Lingg, (1975); Geller (1981); Maloney and Ward (1973); Muller and Taylor (1991); and Schahn and Holzer, (1990) have shown that environmental knowledge has little impact on purchasing behaviour. However, Dispoto (1977) concluded that environmental knowledge was a good predictor of environmentally sensitive activity. Grunert (1993) found that knowledge of the benefits of a green products use on the environment may have an impact on whether or not that product is purchased and used. Arbuthnott and Linggs (1975) in a study of environmental behaviours, knowledge and attitudes, suggested that environmental knowledge acts as a mediating variable for environmental attitudes and behaviour. Synodinos (1990) stated that more positive a ttitudes may result by increasing knowledge about environmental issues (p. 168). Cohen (1973) found that groups of students who were taught courses with a high environmental content, i.e. were given more environmental knowledge, had different attitudes toward the environment than the control group who were taught courses with a low environmental content. Maloney and Ward (1973) found that the attitude of consumers towards environmental protection was significantly more positive than their knowledge of environmental problems. They also stated that despite its current popularity, the average person appears to know very little about ecology (p. 585). Dispoto (1977) made similar conclusions, stating that subjects à ¢Ã¢â€š ¬Ã‚ ¦ were more emotionally involved with the environment that knowledgeable about it (p. 457). When translating these results into the context of green product lines, these findings would suggest that consumers will have a positive attitudes towards green product lin es without actually knowing how they impact on or preserve the environment. Certain theorists believe that personal norms are the attitudinal factor seen as closest to actual behavior. In relation to green activities, the personal norm reflects a moral obligation to act in an environmentally responsible manner. A key assumption is that personal norms develop through the formation of a consistent personal value system that also incorporates social norms. Several researchers have found personal norms to accurately predict green consumer behavior. Studies have also investigated the effect social influence has affect consumer especially Gen-Y purchase green product.The interest in green initiatives is not expected to emanate only from external impositions and inducements but also from the internal sense of responsibility of a firm towards the society in which it exists. For green issues, such sensitivity is intensified by increasing environmental problems such as global warming and pollution. Such problems may also raise awareness and interest of a firm to behave in a more socially responsible manner and reflect an image of due diligence and commitment to sustainability. Green purchasing is primarily motivated by a certain degree of consumer ecological consciousness. Frey and Stutzer (2006) identify a number reasons behind environmental motivation: intrinsic motivations, altruism, internalized norms and social norms. Social norms lead individuals to take into consideration the opinions of the other members of society when choos ing a green product over another: if they think that their acquaintances approve of green product purchase and disapprove of standard product purchase, there are encouraged to buy green products. (Ewing, 2001) Social norms are an important motivator of ecologically responsible behaviour The strength of the normative influence of the consumers family and social groups on purchasing decisions depends on the characteristics of the product (e.g. luxury rather than a necessity, publiclydisplayed or used in private), the susceptibility of theindividual consumer and the coercive power of the group to which the consumer belongs (Hoyer and MacInnis, 2004). Self image is the conception one has of oneself. Study in marketing influence on consumer purchase decision on green product, self-images was influencing green behaviours. This agrees to Lee(2008) finding on concern for self-image as the third predictor of her study. Apart from behavioral aspects, numerous studies have also looked at the r elationship between demographic and socioeconomic variables and purchase green product involvement. Kinnear, T. And Taylor, J. (1973) stated that there has been no signi ¬Ã‚ cant link found between demographic segmentation and green purchase. This could be due to the notion that different groups of people relate to different parts of the environmental agenda Peattie, K. (1995). There have been contradictory results of younger and older age groups concerns about environmental issues Peattie, K. (1995). There is, however, a belief that environmental concern is directly related to a consumers level of education Balderjahn, I. (1988). Based on four surveys, Hines et al. found no relationship with gender.