China s Problems Of Dystopian Society - 1426 Words

China s Problems Andrew Bond Ms. Underhill HELA November 21 2016 China has been the biggest economic structure for quite along time, but there are horrible reasons for these, and these decisions are made by the people s republic of china. The people s republic is China s government, and they make all the decisions.A dystopian society is an unbalance in a nation about the people and the government; such as china, the people s republic of china, or their government, makes many decisions that have affected their country. The three points one can analyze through researching the topic of dystopian societies are the influence of the government, the impacts and change the people s republic made on china, and the how literature can be used to educate people about the problems in a dystopian society and the progression toward inequality. Outline Introductory Paragraph with thesis First Body Paragraph: Point One changes the leader made Has built up the economy dangerously close to a crash The people s republic , or the Chinese government, has made many statements about Tibet being a lop sided region. They are trying to use Tibet as another factory to help China s economy get better.According to the people s republic they are creating a policy of rapid economic growth. Horrible human rights Has made people created people s life work on specific things Second Body Paragraph: Point two The way the changes affected the country May create a breakShow MoreRelatedAnalysis Of Catch 22 s ( 1961 ) Depiction Of War And Mr. Robot s Essay1503 Words   |  7 PagesCatch 22’s (1961) depiction of war and Mr. Robot’s (2015) dystopian hacking reality are both satirical pieces which expose human weaknesses within their main characters and the societal ideologies around them to educate us and entertain us in different mediums. In Catch 22, Heller exposes the psychological state of war through Yossarian’s anxiety-stricken attempts to deconstruct the concept of war, in order to explain to the reader, the bureaucratic and logical madness of the military. Sam Esmail’sRead MoreThe Monster s Body Is A Culture Body Essay1234 Words   |  5 PagesGodzilla is the favorite monster in Japan and which is embodiment of the culture desire of the powerful and strong country. The monster presents as the most famous pop culture icon of Japan whose role is to solve politico-social conflict. The early 50â€℠¢s were extremely difficult time in the World history. At this time, after WOW II, in the world occurs worsening of the politico-social conflict between the major world powers. 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This novel tells a story about a dystopian future where technology is used to control people - from the way they ar e born or decanted to the way they live their lives as consumers to establish stability in the society. Just like the society in the novel Brave New World, our society is indoctrinated to become consumer. To make matters worse, we are forced to believe that we need to buy goods that we do notRead More`` This Changes Everything : Capitalism Vs. The Climate ``1799 Words   |  8 Pageshostages of this mantra. Naomi Klein attempts with her book â€Å"This Changes Everything: Capitalism vs. the Climate†, attempts to reboot contemporary thinking around this notion. The author is an award-winning activist journalist and author of the world s best bestsellers No logo, no space, no choice, no work and Shock Doctrine. How Modern Capitalism Uses Natural Disasters and Social Crises. 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Technology And Its Detrimental Effect On Children

Luke Stafford En 102 Essay 4 6/22/2015 Technology is a large part of everyday life in the 21st century, and the effects of its power over our culture are clearly visible in multiple ways. For example, social media is the most popular form of communication and using the internet and computers seems second nature to us, especially in the form of entertainment. Many children today have never known a time when they didn’t have access to the internet, a television, or a cell phone. Everything is accessible at anytime and anywhere. While there are many benefits to technological advancements such as easier teaching, instant feedback, and simpler communication, there are also many shortcomings and negative effects, especially on young children. In this essay I will explore ideas such as technology and its detrimental effect on children, and the importance of how children learn and are impressionable in the categories of learning and focus. Most people can say that they have seen a young child playing on their mother’s cell phone or tablet. Many can say that they have seen young boys and girls playing video games and computer games. Parents these days have given their children access to technology on a large scale in order to keep them entertained. Technology can be helpful for children’s learning, but it can also be very detrimental. There are too many distractions for children and when they have unlimited access to a game or show, it can be a problem. It limits theirShow MoreRelatedEffects Of Overuse Of Technology On Human Health1253 Words   |  6 PagesEffects of overuse of Technology on Human Health Technology has become a major part of human activities today. People engage in different activities through the use of technology for communication, traveling, and different devices used in every career. 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Leadership Essential to The Development of Ethical Decision

Question: Discuss about the Leadership essential to the Development of Ethical Decision making in Modern Organisations? Answer: Is leadership essential to the development of ethical decision making in modern organisations? Leadership is not something that you acquire by heredity or is followed by the family legacy. One cannot guarantee that if you graduate from a well to do business school you would be imbibing all the qualities that a leader ideally possesses. Although there can be a possibility that the experience gained might prove to be helpful in the future. Leadership is something that comes to a person naturally and is pretty much intentional that helps the person in his process of growth and development as an individual. A person can only be a leader or show his leadership skills when he has a mass following him. A leader can show off his abilities to plan, lead, organise and control only if he has a group that follows and listens to him religiously. Having understood the meaning of leadership we now go on to describe as to what going by the general term is ethical. If we strictly go by the modern definition of the Oxford Dictionary, it defines ethical as the term that relates to moral principles. (Sandis and Taleb, 2015). It could also be the branch of knowledge dealing with these principles. However the question that tends to arise here is what exactly is termed as a moral act or principle. The concept of a moral act or the principle of morality is something that is very subjective in nature and differs from person to person. However some virtues that are universally recognised and accepted are honesty, loyalty, generosity, kindness, and respect for one another and so on. Once we have a clear idea regarding the important terms that are used in the topic, we would now go on to debate upon whether leadership plays an important role in development of ethical decision making, and I would be writing for the motion. Leadership definitely plays a very important role in an organization in context to the decisions taken, keeping in mind the ethical actions that are to be considered. Leadership helps in the development of ethical decisions that will have a direct impact of the efficiency, productivity and growth of the organization. For the sole purpose of improved efficiency and increased profitability many modern business centres have tried to restructure their strategic business acumen under the influence of leaders. The leaders or in case of the organizations, help in taking such decisions that not only lead them to profitable situation but also those decisions are morally right. Here morally right implies those decisions that would help in the betterment o f others along with the growth of the institution. (Selart and Johansen, 2011) The crux of organizational behavior lies in the principles of virtue and values of what is right and wrong. This lays down the foundation for the leaders, which they can utilize to the fullest to positively influence the decisions that are undertaken in an organization. The essential element for taking decisions which in all probability are morally correct or at least be virtuous is the presence of an effective leader. A leader is responsible for bringing about change in any organization with his effective leadership. (Jones and Millar, 2010). Without a proper leader who does not have the requisite leadership qualities in him, however is not fit for leading a business organization. There are some basic qualities that a leader ought to possess which would enable him to take ethical decisions in an organization. However it should be kept in mind that a leader himself should be following the principles of ethics or should be for that matter a good human being who follows a code of condu ct in his life. (Griffin and Moorhead, 2011). He should be a man of principles who improvises the correct and just decisions in an organization. The key for successful leadership are: Sense of mission The leaders a very well aware of the reason as to why the organization exists and what is expected out of the people and the organization. His thoughts should be well articulated, knowing exactly regarding the steps that are to be taken or the kind of strategic planning that should be adopted for the organization. This should however be planned in such a way that it does not jeopardize his moral principles or the code of conduct that is set forth in the organization. Vision An effective leader clearly knows where he wants to see his business few years down the line. A vision that should be so enigmatic that the people in the organization themselves are encouraged to work towards the vision. (Collins, 2014). Goal- A practical leader will know how to measure the specific progress is made in terms of the goals the organization achieves in a span of time. What is the mission for and what will the vision lead to? All this can be measured with the help of goals or the measurable productive work that has been done by the organization. Competency-A leader is like the role model for everyone in the organization. The employees, the stake holders and the public in general believe him to be an expertise in his respective field. Thus he should be capable enough to manage things the people and the organization smoothly and effectively. Leaders mostly acquire competency in the process of learning and experiences they gain from the organization. Communication skills- A leader has the potential to get his work done through the people. This is only possible when he can get his thoughts across the people. Even if nothing works out well for him, the head of any organization should ensure that he is in constant touch with his employees. (Ford and Richardson, 2013). Here, I would avoid using the term subordinates as an ethical rather good leader would never view his employees to be under him, instead he would perceive them to be working along with him. Inspiration One of the most important characteristic of a leader is that he should be like the ideal role model in front of the people. He should be like the mitochondria or the power house of the organization, constantly encouraging, guiding and directing the employees. This is the most important point while we consider the development of ethical decision. The leader himself should try and idealistic setting an example for the people. If the leader has qualities like he is just, is kind, is honest, is loyal to the organization , is helpful , is righteous etc., then it is very likely that other members in the organization would try to follow his foot step and try to be like him. This would therefore help him making ethical decisions with the support of the people in the organization. (Craft, 2013). Having done so, we would now highlight the six golden pillars of character that every leader possesses in a business setting in order to ensure that the decisions that are taken are ethical. This can be only done as stated above only if the leader has the capability of differentiating between the right and wrong and is determined to only work on those principles that will result in the benefit for all. Fairness ability to be just and fair without any prejudices or favouritism, Keeping everyone informed about all the decisions, going by the rules of the game. Trustworthiness- not being deceptive, loyal, reliable, honest and not going against your words. Respect one of the most important mantra that needs to follow is treat others how you wish to be treated by them, being polite, respecting the differences of opinions amongst the people and being patient enough to listen. Responsibility being accountable for your own actions, having self-control, always aiming for excellence and thinking before acting. Caring being helpful, kind, compassionate towards others, being altruistic whenever possible. Citizenship trying to bring an improvement in ones own community and environment around us, trying to operationalize democratic institutions and always works within the boundaries of law. (Donlevy and Walker, 2011). Going by these virtues, if a leader, the executives or the managers adhere to these principles while carrying out their daily activities, it would lead to a creation of a healthy yet ethical environment which would also motivate the employees to work in the same manner. An organization without proper leadership is like a herd of cattle, with no direction, no goal or mission. They would go all haywire if their herder does not come and lead the way. Ethical decisions can be developed in an organization only when there is a leader supervising the whole system. The leader is the backbone of the organization on the basis which it stands upright. This goes without saying that every organization has a leader of some sort or the other. However history is witness to the fact that those leaders who got involved in unethical practices brought catastrophe on themselves as well as the organization. For instance, the Lehman brothers in the U.S, Enron and his fraudulent schemes of accounting, Salomon Brothers and their false auction scandal of the treasury and many others. (Ciulla, 2014). This brings up two points vividly before us; first, any organization without a leader without ethics and principles is bound to face a downfall. Second, no organization can survive for long if the leader does not have the capability to take ethical decisions. This clearly states our motion that without a proper leadership there can be no development of any ethical decision in the modern organization. Even if there are decisions taken without a leader or a coordinator it cannot be trusted with as the company would be able to sustain for long. As given in the examples, if the leader himself is unethical, then again the outcome is the same. Not only leadership is a basic necessity for ethical decision but also ethical leadership. This is the key for sustenance of any successful modern organization. (Ferrell and Fraedrich, 2015). To the arguments put forth, there are counter questions that are likely to arise. There could be a question where someone can bring up that In todays contemporary business organization, something that plays a very important role in taking ethical decisions is the opinion of the masses. How does leadership play a role there? To this the response could be that, undoubtedly opinion plays a very important role in decision taking mechanism. Nothing can go unnoticed from the public eye or the opinion of the majority. However, as already described that there is a need for someone who would channelize these opinions in a proper direction and articulate in such a way that the just demands are accepted and in turn executed. Thus even if opinion holds more important in the ethical decision making, there is least possibility of it being properly vented out or implemented if not for the presence of a leader who would act like guiding light leading the path. Another question that could be raised is In a world where nobody is even near to perfect, how can one expect a leader to be idealistic, unmoved by a biases always taking ethical decision? To this, the response could be what we are try to put across this piece is that leaders should try and be idealistic in the sense that they should try not set any wrong examples in from of the employees. It is human nature to make mistakes but it is also human nature to learn from mistakes. Thus the leader should make an extra effort to be careful in his moves, not to behave in a hasty manner that can prove to be a bad influence in front of people. The people are guided by their leaders whether good or bad, so the leader should make an attempt to be a good example. The argument above clearly brings out the need for a proper leadership for the development of decision making in an organization. The leaders need to keep a positive approach towards the organization in order to execute the ethical decisions that are made. (By and Burnes, 2013) The ethical behavior should be practised on a regular basis by the leaders and the others around him. Ethical decisions should be respected and also rewarded. Ethics and leadership are like the two sides of the same coin. Leadership has no meaning without ethics. We must try to instil this philosophy and make ethics a way of life. References: By, R.T. and Burnes, B. eds., 2013.Organizational change, leadership and ethics: Leading organizations towards sustainability. Routledge. Ciulla, J.B. ed., 2014.Ethics, the heart of leadership. ABC-CLIO. Collins, D., 2011.Business ethics: How to design and manage ethical organizations. John Wiley Sons. Craft, J.L., 2013. A review of the empirical ethical decision-making literature: 20042011.Journal of Business Ethics,117(2), pp.221-259. Donlevy, J.K. and Walker, K.D., 2011. Leadership and ethics. InWorking through ethics in education and leadership(pp. 9-20). SensePublishers. Ferrell, O.C. and Fraedrich, J., 2015.Business ethics: Ethical decision making cases. Nelson Education. Ford, R.C. and Richardson, W.D., 2013. Ethical decision making: A review of the empirical literature. InCitation classics from the Journal of Business Ethics(pp. 19-44). Springer Netherlands. Goetsch, D.L. and Davis, S.B., 2014.Quality management for organizational excellence. Upper Saddle River, NJ: pearson. Griffin, R. and Moorhead, G., 2011.Organizational behavior. Nelson Education. Jones, M.T. and Millar, C.C., 2010. About global leadership and global ethics, and a possible moral compass: An introduction to the special issue.Journal of business ethics,93, pp.1-8. Sandis, C. and Taleb, N.N., 2015. Leadership Ethics and Asymmetry.Leadership and Ethics, p.233. Selart, M. and Johansen, S.T., 2011. Ethical decision making in organizations: The role of leadership stress.Journal of Business Ethics,99(2), pp.129-143.

Many Authors Have Made Great Contributions To The World Of Literature.

Many authors have made great contributions to the world of literature. Mark Twain introduced Americans to life on the Mississippi. Thomas Hardy wrote on his pessimistic views of the Victorian Age. Another author that influenced literature is Edgar Allan Poe. Poe is known as the father of the American short story and father of the detective story. To understand the literary contributions of Edgar Allan Poe, one must look at his early life, his literary life, and a summary of two of his famous works. Edgar Allan Poe was born in Boston'' (Inglis 505) on January 19, 1809'' (Asselineau409). He was born to a southern family that were in a traveling company of actors (Inglis 505). His father, David Poe, was from a Baltimore family. He was an actor by profession and a heavy drinker. Soon after Edgar Allan Poe was born, he left his family. Poe's mother, Elizabeth Arnold Poe, was a widow at the age of eighteen. Two years after his birth, she died of tuberculosis (Asselineau 409). When his moth er died, Poe was adopted by John Allan (Perry XI) at the urging of Mr. Allan's wife. In 1815, John Allan moved his family to England. While there, Poe was sent to private schools (Asselineau 410). In the spring of 1826, Poe entered the University of Virginia. There he studied Spanish, French, Italian, and Latin. He had an excellent scholastic record. He got into difficulties almost at once. Mr. Allan did not provide him with the money to pay for his fees and other necessities. Poe was confused and homesick. He learned to play cards and started drinking. Soon he was in debt in excess of two thousand dollars. Poe discovered that he could not depend upon Allan for financial support. His foster father refused to pay his debts, and Poe had to withdraw from the University (Asselineau 410). In May of 1827, Poe enlisted in the army as a common soldier. He did this under the name of Edgar A. Perry. He was stationed on Sullivan's Island in Charleston Harbor for over a year. Poe adapted very w ell to military discipline and quickly rose to the rank of regimental sergeant major. After a while, he got tired of the same daily routine involved in military life. Poe wrote regularly to Mr. Allan. He met with Mr. Allan after the death of Mrs. Allan in February of1829. With Allan's support, he received his discharge and enlisted in West Point on July 1, l830 (Asselineau 410). While at West Point, Mr. Allan, who had remarried, continued in not providing Poe with enough money. Poe decided to have himself kicked out of school. Cutting classes and disregarding orders were his solutions. He was court-martialed for neglect of duties in January, 1831, and left West Point the following month (Asselineau 411). Poe was great in three different fields , and in each one he made a reputation that would give any man a high place in literary history. Poe wrote great short stories, famous not only in his own country, but all over the world (Robinson V). Hawthorne, Irving, Balzac, Bierce, Crane, Hemingway and other writers have given us memorable short stories; but none has produced so great a number of famous and unforgettable examples, so many tales that continue, despite changing standards to be read and reprinted again and again throughout the world (Targ VII). Poe was the father of the modern short story, and the modern detective story (Targ VII). With the possible exception of Guy de Maupassant, no other writer is so universally known and esteemed for so large of a corpus of excellent tales as in Edgar Allan Poe (Targ VII). In 1831, Poe succeeded in publishing a new edition of his poems entitled, Poems. Poe was now in great difficulty. He went to New York, but could not find a job there. Eventually he took refuge with his aunt, Mrs. Clemm, in Baltimore. There he decided to seek employment and make his living by writing. Failing to get attention with his poems, he decided to start writing short stories. Poe competed in a contest for the best short story in 1831. The pr ize was offered by Phil-Saturday

Chapterhouse Dune Essays - Dune Novels, Chapterhouse Dune

Chapterhouse Dune At first, Chapterhouse: Dune (a sequel of Dune) by Frank Herbert is confusing. It is almost necessary to read Dune, or watch the movie. I hadn't read Dune before I had started this book, and I was totally confused. I thought about putting the book down, but then I rented Dune. Everything suddenly cleared up. Suddenly, Chapterhouse: Dune became the greatest book I have ever read. The Dune universe is much more complex than most science fiction universes; such as Star Trek. It is filled with alien (human) races, technology that might someday be invented, and a story line that encompasses some 50,000 years. That is one huge feature about Chapterhouse: Dune, there is a history that you can learn about from other Dune books. Unlike in other science fiction books, where the back story is the back cover. Another thing that makes Chapterhouse: Dune more complex and more intriguing than other titles are the characters. Frank Herbert writes in a way that you can't truly get a grasp on their persona. Such as Scytale, who is a Mentat. A Mentat is a human computer, able to calculate immense problems, and have the ability to have a thing called Other Memory. Other Memory is where memories of other people before them are implanted into their brain. It is very hard to explain; you would have to read more about it. Scytale since he is a Mentat, strives to attain information. But it is hard for him to achieve this goal. Scytale is a prisoner on Chapterhouse for being of aid to the Jews. He was ordered to be held there by Ordade, the Mother Superior. Mother Superior is the leader of the Bene Gesserit; the last remnants of the Old Empire. She is tough to understand. She is compassionate in her own little way, yet totally feared by all. She too, has Other Memory, but of past Mother Superiors. A thing that I really liked about Chapterhouse: Dune is the realistic conflicts. The most obvious one is the battle between the Bene Gesserit and the Honored Matres. The Honored Matres are lead by a bloodthirsty, extremely violent man known only as the Great Honored Matre. The Honored Matres were formed 1,500 years ago after The Scattering. The Scattering occurred when the emperor Leto II died after his 3,500-year-old rule. There is one thing that I found a bit lacking in Chapterhouse: Dune, the setting. There is only one, and that is the problem. The whole story is based on one massive complex known as Chapterhouse. Chapterhouse is the primary headquarters of the Bene Gesserit. It is located on the planet of Arrakis, also known as Dune. In my humble opinion, Chapterhouse: Dune is very accurate in the depiction of the human mind and in the actuality of technology. Another thing that I found very intriguing is the fact that humans have actually evolved; while in other universes, we remain in the same form for all time. I strongly recommend Chapterhouse: Dune for anyone who actually has the time to read it. Chapterhouse: Dune is an extremely long book. I figure that if it were in normal paperback book size, it would be some eight hundred pages long. Chapterhouse: Dune was defiantly not aimed towards children. There are some very difficult words, some of which I could not even understand. I would not even recommend this book to most teenagers. I feel that this book was meant to be read by adults, and some enlightened teenagers (the likes of which are far ahead of their time).

Rothaermel Exercise 1 Essay Essay Example

Rothaermel Exercise 1 Essay Essay Example Rothaermel Exercise 1 Essay Essay Rothaermel Exercise 1 Essay Essay GROUP CASE STUDY 1 INSTRUCTIONS Complete a instance survey of ABC Corporation ( your teacher will delegate the specific company for the instance survey at the beginning of Module/Week 3 ) in the instance subdivision of the text ( e. g. Case Number 1 ) . A formal. in-depth instance survey analysis requires you to use the full strategic direction procedure. Assume your group is a confer withing squad asked by the ABC Corporation to analyse its external/internal environment and do strategic recommendations. You must include exhibits to back up your analysis and recommendations. The instance survey must include these constituents: 10–12 pages of text plus the exhibitsCover page ( must include the company name. your group name. a list of the active squad members and the day of the month of entry. and a mentions page ; the papers must follow current APA guidelines )Matrixs. which must be exhibits/attachments in the appendix and non portion of the organic structure of the analysis ( The Strategy Club has first-class templates/examples for exhibits and matrices: hypertext transfer protocol: //strategyclub. com/free-student-template/ ) Case survey deliverables ( text must follow this order with APA degree headers for each constituent ) : Executive SummaryExisting mission. aims. and schemesA new mission statement ( include the figure of the constituent in parenthesis before turn toing that constituent ) Great mission statements address these nine constituents:Customers: Who are the firm’s clients?Merchandises or services: What are the firm’s major merchandises or services?Markets: Geographically. where does the house compete?Technology: Is the house technologically current?Concern for endurance. growing. and profitableness: Is the house committed to growing and fiscal soundness?Doctrine: What are the basic beliefs. values. aspirations. and ethical precedences of the house?Self-concept: What is the firm’s typical competency or major competitory advantage?Concern for public image: Is the steadfast responsive to societal. community. and environmental concerns?Concern for employees: Are employees a valuable plus of the house?Analysis of the firm’s bing concern theoretical account SWOT Analysis ( comes from researching the house. industry. and rivals ) It is of import to cognize the difference between causes and effects in the SWOT analysis. Causes are of import. non effects. Once the SWOT Analysis is created. each group needs to build the SWOT Bivariate Strategy Matrix. Deliverables for this subdivision include: SWOT AnalysisInternal Factor Evaluation ( IFE ) MatrixExternal Factor Evaluation ( EFE ) MatrixSWOT Bivariate Strategy MatrixBCG Matrix ( follow the Strategy Club’s templet. non the textbook’s format )Competitive forces. Competitive Profile Matrix ( CPM ) . and competitor’s ratios Deliverables for this subdivision include:Competitive forces analysisCPM and analysisCompetitor’s ratios and analyisCurrent and historical Financial Statements ( Income Statement ( I/S ) . Balance Sheet ( B/S ) and Statement of Cash Flows ) from the three most current old ages for the house The fiscal statements must include alterations ( deltas ) between old ages. Ratios from the most current and available three old ages with deltas and analysisAlternate schemes ( giving advantages and options for each )Pro-Forma Financial Statements ( I/S. B/S and Statement of Cash Flows ) with deltas out three old ages and analysis Each twelvemonth must hold two columns: one with your scheme and one without your scheme. Include Pro-Forma ratios for the first twelvemonth out with deltas contrasting from the most current year’s ratios.Net Present Value analysis of proposed strategy’s new hard currency flow and EPS/EBIT analysis Note: To build the first hard currency flow ( cf1 ) at the really minimal. the new gross from your scheme ( s ) must be discounted back to the present value by ciphering EBIT and that figure will be your cfn for each twelvemonth. cf0 ( initial cost of your scheme ) . cf1 ( discounted hard currency flow foremost twelvemonth ) . R ( chance cost of capital. the rate of the following best alternate usage of cash/debt/equity resources ) . NPV=-?cf?_0+ ?cf?_1/ ( 1+r ) ^1 +?cf?_2/ ( 1+r ) ^2 +?cf?_3/ ( 1+r ) ^3 †¦?cf?_n/ ( 1+r ) ^nSpecific recommended scheme and long term aimsExplain why you chose the scheme. and discourse how much the scheme will be to implement and how much new gross your scheme will make. Include your action timetable docket for carry throughing your scheme. Proposed new concern theoretical accountHave your group leader topographic point the consequences of the instance survey analysis in a individual papers and station it to the Group Case Study 1 forum on your Group Discussion Board. Late assignments will non be accepted. Submit this assignment by 11:59 autopsy ( ET ) on Sunday of Module/Week 4.

Marketing Essay Example | Topics and Well Written Essays - 5000 words

Marketing - Essay Example 8).† The engagement This engagement relates to the period during the second half of the last year, when a distant relation of mine wanted me to help him in designing the marketing department and developing the marketing aspects of his start-up family restaurant. This relation of mine took retirement from the Royal Navy as a Chief Petty Officer. He approached me to help him in designing and developing the marketing aspects of his business. I being a student of business studies, he thought I would be in a better position to help him in guiding on the marketing aspects. According to him, the navy taught him everything about cooking and gave him enough exposure on the culinary skills, managing the production facilities and managing men, but he lacked seriously on marketing knowledge. Although he believed if he starts a restaurant, with his culinary skills and personnel management as the chief cook in a frigate, he would be able to do good business. On the flipside, he was sceptical that the different and highly competitive environment may make it very difficult for him in the formative days. He felt that some help in marketing would make him more confident. He was undecided about to how to go about the whole thing about marketing. For me this was an opportunity to make application of my lessons in marketing. Defining Marketing To gauge his understanding on marketing, I asked him to tell me what he knows about marketing. According to him, marketing includes such activities as selling, advertising, marketing research and so on. I explained him that marketing is a way of doing business which starts with a focus on customer needs and expectations. I quoted the definition of UK Chartered Institute of Marketing which states: Marketing is the management process which identifies, anticipates, and supplies customer requirements efficiently and profitably. (Blythe, 2001, p. 11; cited by Schaefer, 2010, p.8) I explained him that to begin with we have to understand what he visualises about his would be customers, their likings and dislikes in respect to their food habits and decor and ambience. I continued that in addition to these factors, we need to know about their level of income to gauge about their affordability, so that we can plan to meet their requirements both efficiently and profitability. With this information, we would have to apply the marketing concepts. Setting the orientation I discussed with him about the four types of orientations a business can have, namely the (1) product orientation, (2) the production orientation, (3) selling orientation and (4) the marketing orientation. I advised that we develop a marketing orientation of the business, which in reality is an ‘outside-in’ approach in contrast to the other three approaches of inside-out approaches. Here, we had to start with a thorough assessment of the needs and expectations of buyers and then trying to fulfil those needs and expectations in order to attract cus tomers. I explained that in this perspective, he not only have to assume what its potential customers may want, but also he has to find out what his customers would actually want. Accordingly, the business offering have to be