Chaucers Canterbury Tales - Biblical Reference in The Clerks Tale Es

Biblical Reference in The Clerks Tale In 1921, Vance Palmer, the famous Australian occasion and poet, noted, in his essay titled On Boundaries, that it is the business of thought to define things, to find the boundaries thought, indeed, is a ceaseless process of definition (Palmer 134). As Palmer noted, humans, by their very(prenominal) nature, attempt to define all things. But, more than that, we attempt to redefine subjects and ideas that curb already been defined so that we can better understand what they mean, where we came from, and, perhaps virtually importantly of all, who we are. Writers, from the beginning of the written word through the present, have, almost in their entirety, strived to cast a new light on subjects that were previously thought to have been completely understood. George Orwells Animal Farm, Charles Dickens Bleak House, and William Shakespeares Much Ado About Nothing are only a few examples of the thousands of books where authors have strived to redef ine the defined. Just want these authors, Geoffrey Chaucer, in his Canterbury Tales, succeeded in redefining an idea that, even into the present but most certainly in Chaucers era, was thought to be completely understood. More specifically, using gobs of biblical references in The Clerks Tale, Chaucer redefined the relationship between humanity and the Christian God and between woman and man. Much of the academic criticism of The Clerks Tale seems to have focus on the idea of Griselda representing either the Virgin Mary or Job, and Walter representing God. James Wimsatt, in his essay titled The Blessed Virgin and the Two Coronations of Griselda, perhaps stated this type of criticism best when he wrote The C... ...ury Tales Nine Tales and the General Prologue. Ed. V.A. Kolve. New York W. W. Norton & Company, 1989. 136-168. Condren, Edward. The Clerks Tale of Man Tempting God. Criticism 26.2 (1984) 99-114. Fichte, Joerg. The Clerks Tale An Obituary to Gentilesse. New Views on Chaucer Essays in Generative Criticism. Ed. William Johnson. Denver Society for New Language Study, 1973. 9-16. Levy, Bernard. The Meanings of the Clerks Tale. Chaucer and the Craft of Fiction. Ed. Leigh Arrathoon. Rochester, MI Solaris, 1986. 385-403. Palmer, Vance. The Columbia Dictionary of Quotations. CD-ROM. New York Columbia UP, 1998. The NIV Study Bible. Rev. New multinational Version. Ed. Kenneth Barker. Grand Rapids Zondervan, 1985. Wimsatt, James. The Blessed Virgin and the Two Coronations of Griselda. Mediaevalia 6.1 (1980) 187-207.

genocide Essays -- essays research papers

Genocide is an extremely broad subject with various different definitions. Genocide could be one or more leadership trying to get rid of a large pigeonholing of people by killings or attacks, or it can be against a smaller group of people in a less violent manner. Genocide has been a very extreme problem in society and various reports of genocidal events have been save in history, but how does one go about finding the precise and accurate definition of a racial extermination? Genocidal acts atomic number 18 placed into different categories and are defined in different degrees. The Commission on Human Rights has set up seven treaties that describe acts of genocide. Regardless of committees attempts to limit or abolish acts of genocide, genocide was a very important issue especially in the twentieth century. After witnessing and learning of the de colossalations and atrocities, our world and nation in particular need to nourish the rights each person rightfully deserves in a stri cter manner to prevent acts of this nature.In the twentieth century, we saw a more obvious rise in genocidal acts. We can blame this on the advances made with weapons. Pencil factories, for instance, were starting to produce bullets and other ammo to enhance warfare. The twentieth century was a century of vast change. The advances in aids to warfare certainly brought our nation much more power. Unfortunately, this power, if fallen into the wrong hands, could do a lot of unnecessary damage to truthful people. A leader with the intent ...

Essay --

Neither agile nor plan-driven processes and methods provide a atomic number 47 bullet.As per Boehm and Turner concepts of balancing elation and Discipline six exemplary conclusions were made, of which first one is that neither agile nor plan-driven processes and methods provide a silver bullet which implies that either of the agile or plan-driven show up is not applicable in exclusively situations. Both the processes deals with the essential software engineering complications like complexity, changeability, invisibleness and conformity while both the processes have its feature advantages and disadvantages. Agile method to some extent achieves changeability and invisibility as the projects strategies and its implementation is discussed and shared among all the members of a team whereas it fizzles to breed complexity of the project and conformity. Also agile method fails in scaling up to large complex projects. Plan driven concepts handle conformity and invisibility as thorough documentation and extensive planning is done. But it fails in handling changeability as it is difficult to do re-documentation every time and alike fails to handle increasing complexity as new systems are added which involves enterprise integration. Hence it can be said that neither agile nor plan-driven processes provide silver bullets instead they can be termed as lead bullets individually. Agile and plan-driven processes and methods have home grounds where one clearly dominates the other.Considering the set of conditions under which the project is most(prenominal) likely to succeed home grounds are derived both for the agile and plan driven processes. As the project differ from the home ground conditions the risk of exposure in using the approach also increases. Analyzing these home ground factor... ...pproaches for achieving balance between agile and plan driven processes like crystal orange, DSDM, FDD and lean development. equal is followed for plan driven methods that are more lightweight like RUP (Rational Unified Process).Basing upon the project requirements the methods best suitable to the project are developed with a give out of both agile and plan driven approaches.It is better to build your process and method up than to tailor it down.Generally plan driven processes practices developing all inclusive approaches designed to be tailoring it down to fit a particular situation. But tailoring down all inclusive methods requires highly experienced staff and leads to unnecessary expenses in time and resources, Instead it is recommended that we build up our own method starting with minimal sets of practices and adding extras only if it is necessary and justified.

The Common Good in Hobbes, De Tocqueville and Marx :: Philosophy Politics Papers

The Common Good in Hobbes, De Tocqueville and Marx Political philosophies are those theories and roots that seek to study the impact of diverse policy-making elevatedisms on society, and their impact in the shaping of social, political, and economic ideas. The questions which political philosophy seeks to turn its attention towards range from describing what the submit of Man actually is at the existential level, to the types of social regimes, which are necessary to tame and organise that temper. In this context, there is a measure of truth in the suggestion that the answers, or visions they halt are not, necessarily, entirely original. Plato, the student of Socrates, was himself keenly interested in political philosophy and set himself the task of conceptually evolving a society which would function properly. Platos ideal society was comprised of rulers, guardians, and the masses. All these various strands within society are moulded at a young age to play a societal role, in gear up that they might contribute positively and affirmingly to the betterment of their own social arena. Within the context of the history of political philosophy, Plato emerges as one of the more gifted political theorists, if not, perhaps, the best. While closely examining the needs of society, he was able to recognise the needs of society as well as the needs of the individual. He humbled the self-importance of Man when he acknowledged that one individual could not survive on his own and that all people are dependent on others to survive. His idea of an organised community has been the focus of many political philosophy debates and has been the stepping-stone by which many political philosophers have created their own ideal social environment. Though their theories may not be identical to those of Plato, signs of his structures are definitely present. Thomas Hobbes, the seventeenth century political philosopher, had some theories and ideas keenly similar to those of Plato. Hobbes view of the state of nature was a very primitive one he felt that in the state of nature there was a war of every person against every person. In the natural state justice was impossible, because without set limits and structures, everyone has the right to do whatever they wish and anarchy is almost inevitable. The only ay to escape the unfortunate state of anarchy was for everyone to agree a covenant. The conditions of the covenant were to give the sovereign full discretion in dealing with citizens.

The Carb-Cutting Atkins Diet Essay -- Health Nutrition Diet Exercise E

The Carb-Cutting Atkins DietAmerica is getting fatter. Recent statistics have shown large leaps in percentage the intemperate in our country. As the obesity pestilential continues to grow, companies and nutritionists around the country work at a fanatical pace to develop new techniques which they claim can help prevent the emergence of an overweight America. Often, these techniques include sustenances ranging from the highly sensible to the highly controversial. One such meal plan, which has recently been in the center stage of the media, is the carb-cutting Atkins Diet. Started in 1972 by the late Dr. Atkins, the diet of his namesake has had books, TV programs and even energy bars dedicated to it. One of these bars, the Atkins Advantage claims to be able to help with weight loss by cuting booty levels in the assembly line, which in turn will aid in fat burning. One important question remains though Is this claim supported? However, ahead answering this problem, we must first understand how the diet in question works. While many diets attempt to limit the number of calories consumed per meal, the Atkins diet instead tries to lower the carbohydrate content of these meals. The reasoning comes from the theory that carbohydrates - complex sugars found in bread and starchy foods, will lead to an increase in levels of another chemical, insulin. Insulin is a chemical that regulates several important factors in the human body, including that of weight and hunger. Nutritionists supporting the Atkins plan believe that high levels of insulin in the bloodstream actually slow defeat the bodys process of burning fat, known as lypolysis. In addition, Atkins supporters claim that because of the che... ...Despite the recent success and initial positive results of the Atkins diet, the bar does not seem to share the same qualities. Unfortunately for its creators, the Atkins Advantage bar contradicts the entire framework and basis of the Atkins Diet. While the goal of th e energy bar was to reduce insulin levels, lab tests have suggested otherwise. Such would almost completely impair any benefits to the body from a low blood sugar level. It is quite possible that the excess insulin would origin what little blood sugar there was in the body, and make consumers hungrier, faster. It appears that while many aspects of the Atkins diet do work on the premise of lowering blood insulin levels, the energy bar fails miserably. More tests would need to be performed, however, before a truly clear view of this bar and its effects can be formed.

The Carb-Cutting Atkins Diet Essay -- Health Nutrition Diet Exercise E

The Carb-Cutting Atkins DietAmerica is getting fatter. Recent statistics have shown large leaps in percentage the clayey in our country. As the obesity pandemic continues to grow, companies and nutritionists around the country work at a fanatical pace to develop new techniques which they claim can help prevent the emergence of an overweight America. Often, these techniques include sustenances ranging from the highly sensible to the highly controversial. One such meal plan, which has recently been in the center stage of the media, is the carb-cutting Atkins Diet. Started in 1972 by the late Dr. Atkins, the diet of his namesake has had books, TV programs and even energy bars dedicated to it. One of these bars, the Atkins Advantage claims to be able to help with weight loss by declineing wampum levels in the descent, which in turn will aid in fat burning. One important question remains though Is this claim supported? However, out front answering this problem, we must first under stand how the diet in question works. While many diets attempt to limit the number of calories consumed per meal, the Atkins diet instead tries to lower the carbohydrate content of these meals. The reasoning comes from the theory that carbohydrates - complex sugars found in bread and starchy foods, will lead to an increase in levels of a nonher chemical, insulin. Insulin is a chemical that regulates several important factors in the human body, including that of weight and hunger. Nutritionists supporting the Atkins plan believe that high levels of insulin in the bloodstream actually slow pass the bodys process of burning fat, known as lypolysis. In addition, Atkins supporters claim that because of the che... ...Despite the recent success and initial positive results of the Atkins diet, the bar does not seem to share the same qualities. Unfortunately for its creators, the Atkins Advantage bar contradicts the entire framework and basis of the Atkins Diet. While the goal of the energ y bar was to reduce insulin levels, laboratory tests have suggested otherwise. Such would almost completely impair any benefits to the body from a low blood sugar level. It is quite possible that the excess insulin would break in what little blood sugar there was in the body, and make consumers hungrier, faster. It appears that while many aspects of the Atkins diet do work on the premise of lowering blood insulin levels, the energy bar fails miserably. More tests would need to be performed, however, before a truly clear view of this bar and its effects can be formed.

The Strength in Challenges

The Strength in Challenges My ability to overcome difficulties throughout my life is by far my greatest strength. I have gone through more hardships than the average teen. Each time has forced me to look inside myself, and find the strength to rise up again. Ive never resented anything that has come my way because each hardship has placed a brick on what is the base of my character today. Back in fifth grade my phratry had caught fire. It was one of the scariest things in my life.As a fifth grader, dolls and going outside to play soccer were the things I held most sacred. This one event changed my entire outlook on life and showed me what was truly important in my life my family. When I moved into a hotel for months it made me realize, trivial things like clothes and toys arent what makes a blank space your home its the people that are with you through it all. Also, the enormous support we got from the community helped me understand the true meaning of giving. Although this happene d to me at a young age, the lessons console ring true today.I never wanted anyone to feel like they were alone and helpless, so every time an opportunity presents itself I feel the need to help. Whenever face up with a difficult decision or see someone in need I look back on this and it reminds me to place myself in their seat and do whatever I can to help. Being pelted with a ball and getting the wind knocked out of you could be compared to the feeling I got when my mom told me she had last cancer. I knew the air was touching my lips, but I couldnt suck it in.The pain in my chest was so great I had to crouch. Drops from my eyes pooled on the ground and my ears only heard buzzing rather than words. After a while the tears stopped, and I was left in my moms coat of arms trying to process all of it. Its been a year and I am still processing all of it. Each day I instigate up not knowing how long my mom has left, and yet each day my mom wakes up fighting for another day which kee ps me going. Ive never had an obstacle as great as this, but it doesnt stop me from reaching for my dreams.I am part of the first generation in my family to attend a four-year college, and my mom inspires me everyday. Although things may seem almost impossible, if you work hard enough and put forth your best effort, impossible is possible. Throughout my life Ive been presented with many challenges however, I never let them control my destiny. I now embrace each one as it comes because Ive found that the harder Ive worked to overcome something, it has eternally left me a better person than before. And with each new challenge, I become better at conquering the next.

Implicit cognition Essay

Implicit re learning refers to internal influences that affect an individuals behaviours. The identifying feature of unstated cognition is that an individuals past experiences can influence their judgements in fashion that the individual is not introspectively aw atomic number 18 of i.e. the person is not conscious of the item that the experiences receive affected his/her perceptions in such a way. (Greenwald & Banaji, pg 4 1995)Evidence supports the view that social behaviour and attitudes in particular argon often based monolithicly on unconscious attitudes, for example an individuals attitudes towards a specific ethnic group are prone to be implicitly influenced. Implicit attitudes are commonly thought to mainly effect cognitive bias in a negative way (e.g. racism), however Edward Thorndike (1920) named the halo effect, upon observing that nature ratings showed a tendency for unequivocal attributes to be associated with opposite positive attributes more than they shoul d be (Greenwald & Banaji, pg 9 1995).A great amount of halo effect explore has been based on development physical attractiveness as the objectively irrelevant attribute that influences perception of other characteristics. Studies have sh aver that attractive people are judged to possess greater social skills as well as being more successful in employment (Dion, Berscheid & Walster 1972).As previously mentioned implicit cognition is caused by past experiences influencing judgement in ways that the individual is not introspectively aware, thus it is imperative to use indirect measures to gauge an individuals implicit attitudes.The distinction in the midst of direct and indirect measures depends on the relationship between what the subject is informed about the purpose of a measure and what the researcher chooses to exemplify from the subjects resolution to the measure (Greenwald & Banaji, pg 8 1995) the researcher will inform the subject that one attribute is being measured when in fact the researcher will interpret information about another attribute based on the subjects response to the measure.It is necessary to use indirect measures because implicit attitudes are by definition attitudes that an individual is unable to report as they are unaware of their existence i.e. implicit attitudes are beyond an individuals introspective limits. For the purpose of this essay I have chosen to examine the reaction time based Implicit Association Test (IAT) and Facial Electromyography (fEMG) which is based on physiological measurement.Implicit attitudes pass on in projections of behaviour or judgments that are under the control of automatically activated evaluation, without the actors awareness of that causation. The IAT surgical operation seeks to measure implicit attitudes by measuring their underlying automatic evaluation. A beneficial property of the IAT is that it may resist individuals masking their attitudes using self monstrance strategies (e.g. providing false responses in order to gain social acceptance or avoid criticism). In short, the IAT may reveal attitudes and other automatic associations even or those who prefer not to express those attitudes (Greenwald et al, pg 1464-5 1998).The IAT is performed over a series of five salutes the first stage is called Target Concept Discrimination in this stage the posterior concept is introduced and the subject is instructed to simply pair the stimuli with its equal concept, for example a study on implicit attitudes towards sexual preference (Project Implicit an online database of IATs offering the try out to the public, spearheaded by Dr Anthony Greenwald, Dr Brian Nosek and Dr Maharin Banaji) presents the subject with the task concepts gay and straight, the subject is because presented with images displaying gay or straight couples or word of honors such as queer and heterosexual. When the stimulus appears on screen the subject pairs it with the corresponding category picture of a man and wife pairs with straight concept.The next stage in the IAT is Associated evaluate Discrimination as previously this stage is presented as a two- category discrimination task. The subject is asked to pair words such as happiness, love, agony, strife with the corresponding attributes good and bad according to which attribute best suits their meaning. Following the introduction to the Target Concept Discrimination and to the Associates Attribute Dimension, the two are fused in the third stage i.e. gay and good on one side of the screen and straight and bad on the other or evil versa. During this stage stimuli for target and attribute discriminations appear on alternate trials.For example a picture of a homosexual couple would be shown followed by the word famine. As previously the subject pairs the stimuli with their matching category. The fourth stage consists of reversing the target concepts position in the experiment and the final stage of the experiment combines the t ransposed Target Concept Discrimination with attribute discrimination.For example the gay concept is now on the same side of the screen as bad. The subject is then presented with alternating stimuli and pairs them with the appropriate concept or attribute. If the target concepts are differentially associated with the attribute dimension, the subject should find one of the feature task (either the third stage or the fifth stage) to be more difficult than the other- this is shown in the subjects reaction time longer reaction times suggest the subject has higher fuss pairing an attribute with a concept. The measure of the difference in difficulty is used to provide the measure of implicit attitudinal difference between the target categories (Greenwald et al, pg 1465-6 1998).In the example of implicit attitudes towards sexual preference, it should be easier to complete the task when straight is combined with good if there is a stronger association between heterosexuals and good meaning s than between homosexuals and good meaning, thus showing an implicit attitude of bias towards heterosexuals. Also it is common to use training stages before each of the combined discrimination stages to get down the effects the order of the combined discrimination tasks has on the IAT results.Since the IAT was first described by Dr. Anthony Greenwald et al in Journal of Personality and Social Psychology in 1998 it has grown exponentially in popularity, having been used in over 300 published studies and cited in over 800 articles (Azar, 2008). Among the reasons for the success of the IAT are its relative ease of use, the large effect sizes it creates, its high level of adaptability and its resistance to subjects faking their responses. To show the validity of the IAT Greenway et al (1998) used the classical known-groups validity measure.This measure consists of using groups whom are known previous to the experiment to differ regarding the construct of interest. Greenwald et al used Americans of Korean and Nipponese descent to test the validity of the IAT. The participants had to classify positive and negative words along with typical Korean and Japanese names in the combined discrimination stage, as expected the IAT results showed that individuals of Korean or Japanese descent were prone to hold mutually negative implicit attitudes towards the other ethnicity (Banse et al pg 146 2001).It has been disputed that the reason for these IAT results is at least partially based on ethnic groups being more familiar with names associated with in their own group, i.e. positive IAT scores may reflect familiarity more so than sympathy with their own ethnic group. Another commonly expressed concern with the internal validity of the IAT is the order in which the combined discrimination tasks appear. Greenwald et al (1998) expressed that all other thing being equal, strengths of associations used in the first of the IATs two combined tasks had a tendency to be stronger than those used in the second combined task.However, in a subsequent study Nosek et al (2005) showed that an increase in the length of the training stages before each of the combined discrimination stages can result the order having less of an effect on the IAT scores. If the pairing order effect is due to the interference caused by learning and becoming accustomed to an initial response set and subsequently needing to replace it with a new response set, then extra practice with the new response set may act to chasten this effect. (Nosek et al, pg 177 2005). Furthermore the IAT is designed that the order of the combined discrimination task be random.

The Competitive Advantage of Ikea

DEPARTMENT OF TECHNOLOGY AND BUILT ENVIRONMENT The Competitive payoff of IKEA and IKEA in chinaw be Zhi Li June 2010 Masters Thesis in Logistics and Innovation Management Master of Science in Logistics and Innovation Management executive program Lars Steiner Abstract Title Author Supervisor Purpose The competitory life-threatening of IKEA and IKEA in china Zhi Li Lars Steiner The main purpose of this superordinate thesis is to light upon the IKEA creation and controvert the application in china. afterward research the history of IKEA, query with the passenger vehicle of IKEA livestock, and call back the information from the web and thesis, subroutine the theory of warlike prefer to describe the IKEA concept and the competitive favor which is the expression that IKEA using upd to subscribe to the success. Secondly, discuss the application in mainland china and give IKEA the suggestions to sustain the competitive reinforcement in china food market. Methods B ecause IKEA is not a public company, I send wordisternot wee also such(prenominal) selective information.I browsed the official website of IKEA to get a lot information nearly the grounding of IKEA corporate culture, strategies, co disseverner, history and the data of IKEA financial and work group. I find approximately English and Chinese books, thesis and reports attempt to find much than data and to a greater extent good brains of Chinese scholars. Visit and observe the IKEA store and note my app arnt motions. I tried to overhear an interview with IKEA store in china, more(prenominal)over failed. Fortunately, I got an interview with Hans Karlsson which is the logics manager of IKEA store in Gavle.He explained the competitive dodging of logistics, the competitive favor about IKEA and the next step IKEA may do in china. try out to analysis the different culture and otherwisewise chore that IKEA be possessed of to face. Analyze all the data and the idea I hav e got and use the theory of Michael gate nutrimenter to finish this thesis. IKEA should have some innovations to adapt to the chinaware market. At IKEA our vision is to create a better e genuinelyday life for the many people. Our business idea back downs this vision by offering a enormous say of thoroughly-designed, functional home furnishing products at values so embarrassed that as many people as possible will be subject to afford them. (Our vision and business idea, http//www. ikea. com/ms/en_US/about_ikea/the_ikea_way/our_busine ss_idea/index. html) It seems not achieved in China market yet. Firstly, IKEA should have greater coope dimensionn with local anesthetic providers to get more competitive advantage of comprise leadership. Secondly, according 1 Conclusions to the surplusty of China market, IKEA should have some more adjustment to satisfy so many China picky customers. Thirdly, IKEA should intensify propaganda work to let more customers understand and accommod ate the IKEA object lesson. As an outcomer, at that place is a long way to be the winner in this huge and potential market. by and by a long time to research the China market, IKEA already understand the China market more than before. With accelerating the hie of expand, the success of IKEA in China market is l champion(prenominal) the problem of time. Key words IKEA, competitive advantage, IKEA model, China market 2 Contents page 1. issueledgeableness 6 1. 1. Background .. 1. 2. Purpose 7 1. 3. Research question.. 7 1. 4. Structure of the thesis .. 7 2. theoretical framework . 8 2. 1.The five competitive forces that specialise industry advantageousness . 8 2. 1. 1. Bargaining mightiness of suppliers 9 2. 1. 2. Bargaining power of customers. 9 2. 1. 3. Threat of new entrants . 10 2. 1. 4. Threat of deputize products 0 2. 1. 5. Competitive rivalries in cheek an industry 10 2. 2. Generic competitive strategies . 10 2. 2. 1. Cost leadership 11 2. 2. 2. specialisation . 12 2. 2. 3.Focus 12 2. 2. 4. interest group of more than one generic scheme . 12 3. Methodology .. 13 4. Findings . 15 4. 1. The introduction f IKEA .. 15 4. 2. The history of IKEA from the web of IKEA. 16 4. 2. 1. 1920 .. 16 4. 2. 2. 1940s-1950s.. 16 4. 2. 3. 1960s-1970s.. 7 4. 2. 4. 1980s 17 4. 2. 5. 1990s 17 4. 2. 6. 2000s 18 4. 3. The data from the web of IKEA .. 19 4. 4.The information from interview .. 19 3 4. 4. 1. The logics influence of IKEA . 19 4. 4. 2. The market segment . 22 4. 4. 3. The logistics outline all over the world. 22 4. 4. 4. The China market .. 2 4. 4. 5. The next step that IKEA digest do to plus the competitive advantage especially in logistics. 23 4. 4. 6. The competitor of IKEA. 23 4. 4. 7. The uniform of IKEA .. 23 4. 5. The compargon with the competitor of IKEA 3 4. 6. The mail of IKEA in China at this stage. 24 4. 6. 1. The basis of the footing problem . 24 4. 6. 2. The substance of the IKEA dilemma in China 24 4. 6. 3. The reason tha t the hasten of IKEA develop s grimer than the competitor .. 24 4. 6. 4. The challenge and the innovation of IKEA in China .. 25 4. 6. 5.The disadvantage of IKEA in China. 25 4. 6. 6. The model of IKEA .. 25 5. Discussion 25 5. 1. The competitive advantage model of IKEA .. 25 5. 2. The trine ways apply to addition the competitive advantage .. 26 5. 2. 1.Overall live leadership 26 5. 2. 2. Differentiation . 27 5. 2. 3. Focus 27 5. 2. 4. Pursuit of more than one generic strategy . 27 5. 3. The suggestion for IKEA in China .. 8 5. 3. 1. The advertisement . 28 5. 3. 2. The company culture 28 5. 3. 3. The cooperation of local supplier .. 28 5. 3. 4. The environment-friendly products .. 29 5. 3. 5. Flexible strategies.. 9 6. Conclusions . 29 4 savoir-faire 31 Appendix 32 5 1. Introduction The purpose of this chapter is introduction the background of IKEA, the purpose, the research questions. 1. 1.Background The IKEA Concept is based on offering a wide range of well designed, f unctional home furnishing products at bells so pitiful that as many people as possible will be able to afford them. Rather than selling expensive home furnishings that only a few throne buy, the IKEA Concept conveys it possible to serve the many by providing low-priced products that domiciliate to helping more people live a better life at home. (http//franchisor. ikea. com/showContent. asp? swfId=concept2). The IKEA Concept guides the way IKEA products are designed, manufactured, transported, sold and assembled.All of these factors contribute to transforming the IKEA Concept into a reality. In the booklet the future is filled with opportunities, Ingvar Kamprad, the founder of IKEA, says that IKEA does not just want to win your brain. IKEA also wants to win your heart. No payoff whom you are, formal education or informal education, a worker or a manager, you can find IKEA is a place which is full of opportunities. It is up to you is a prevalent expression in IKEA. (Salzer, 1 994) IKEA starts the furniture business in the 1940s. From a small company become to a world famous transnational corporation, the tuition speed of IKEA is very fast.According to the IKEA at a glance- financial year 2009, the IKEA trademark re beats the leading home furnishings bell ringer in the world with more than 300 stores in more than 35 countries, more than 15,000 co-workers and 46 production units. They sold descended 21. 5 billion Euros at 2009. (http//www. ikea. com/ms/en_US/about_ikea/pdf/FF09_GB. pdf, 2010-5-29). How does IKEA develop quickly and keep powerful competition in the furniture industry? That makes me have strong interesting about IKEA. With China join the WTO, more and more unconnected companies entered China market. IKEA entered the China market in 1998.Recently the biggest IKEA store in Asia opened in Shenyang. But there are only 12 stores in China now. Compared with other foreign furniture companies, the development speed of IKEA is seems too slow in China. On the other hand, China is already become to the biggest purchasing area which is about 20%. But the sales per region are only 5% in Asia and Australia. What is the problem IKEA have in China? What should IKEA change in China? I will use theory of competitive advantage to find the reason why IKEA can get the success. Because the IKEA is not a public company, I cannot find too much data. So I 6 have to research the model of IKEA.I tried to have an interview with the manager of IKEA store in China to know the situation and the future plan of IKEA. Unfortunately, they did not have time. I tried to connect with the manager of IKEA in Gave. Luckily, the logics manager Hans Karlsson gave me a chance to have the interview. So we pull together at 2010-05-21. He introduced the logics process of IKEA and answered some questions I have. But he cannot give me the data either. I browsed the website of IKEA, and read many books, journeys, plane newspaper report to find the data, the introduction of IKEA model, and the opinions of foreign and Chinese scholar about IKEA.The research of this thesis contains the history of IKEA in Sweden, the IKEA concept, international expansion periods. thus I find out what IKEA should change in the future to adapt the China market better. 1. 2. Purpose The purpose of this thesis is to describe the IKEA concept and discuss the application in China. After research the history of IKEA, interview with the manager of IKEA store, and find the data from the web and the thesis, using the theory of competitive advantage explain the advantage, disadvantage, and situation of IKEA.According to the special situation of China market and Analysis the different opinions of IKEA, discuss how to develop the concept of IKEA to keep the competitive advantage of IKEA in China market. Finally, get the experience to these foreign companies which want to enter China market and these Chinese foreign companies which are cool it in the early stage. 1. 3 . Research question As the topics of this thesis are competitive advantage of IKEA and IKEA in China. After collect and analysis the information I got, these research questions will be processd.A, what is the competitive advantage of IKEA? B, what is the problem that IKEA have in China market? C, what is the next step IKEA should do to increase the competitive advantage in China market? 1. 4. Structure of the thesis The twist of this thesis is as the follow steps 7 Chapter 1- introduction This chapter is to introduce the background of IKEA, the research purpose, the research question and the structure of this thesis Chapter 2- theoretical framework This chapter is to introduce the theory of competitive advantage which we will be utilise.There are including the five competitive forces that determine industry profitability and generic competitive strategies. Chapter 3-methodology This chapter is to describe the process that I find the question and use the methodology to solve the q uestion. Chapter 4-finding This chapter is to introduce the information I collected. There are including the history of IKEA, the data from the web of IKEA, the information from interview and the opinions from other thesis. Chapter 5-discussion This chapter is use the theory and the finding to analysis the competitive advantage model of IKEA and discuss the three ways sed to increase the competitive advantage. Then, finds out the reason that helps IKEA get success. Chapter 6- conclusion According to the situation of China market, finds out the disadvantage of IKEA in China and gets the suggestions. 2. Theoretical framework The purpose of this chapter is to do the literature review of the five competitive forces the determine industry profitability and the generic competitive strategies. 2. 1. The five competitive forces that determine industry profitability The first fundamental causal factor of a substantials profitability is industry attractiveness.In any industry, whether it is domestic or international or releases a product or a service, the rules of competition are embodied in five competitive forces the entry of new competitors, the threat of substitutes, the bargaining power of buyers, the bargaining power of suppliers, and the rivalry among the existing competitors. (Porter, 2008) The collective strength of these five competitive forces determines industry 8 profitability. find 1 the five forces that shape industry competition http//sites. google. com/site/greenlightgocoaching/news 2. 1. 1.Bargaining power of suppliers The bargaining power of suppliers is also described as the market of inputs. The suppliers influence the profitability and product competitiveness by increasing the price of inputs elements and reducing the unit tone value. The bargaining power of suppliers is depend on the inputs elements. When the inputs elements is big resolve of total cost, the inputs elements is very important in the product process or influence the lumber of buyer product, the suppliers have strong bargaining power. (Porter, 2008) 2. 1. 2. Bargaining power of customers The bargaining power of customers is lso described as the market of outputs the ability of customers put the pie-eyed under pressure, which also affects the customers 9 sensitivity to price changes. The customers influence the profitability by asking for low price, good quality and service. (Porter, 2008) 2. 1. 3. Threat of new entrants When the balance of supply and demand is imbalance, the new entrants will be attracted by high returns of the profitable market. New entrants not only bring new engine room and resource, but also cut back the profitability of all companies in this industry. (Porter, 2008) 2. . 4. Threat of substitute products Because the products could substitute, two companies which are in said(prenominal) industry or in different industries may compete with each other. Firstly, the profitability could be reduced by the substitute products. Secondly , because of the substitute products, companies have to better the quality, reduce the cost and price, or make product more features. (Porter, 2008) 2. 1. 5. Competitive rivalries within an industry For most industries, the intensity of competitive rivalry is the major determinant of the competitiveness of the industry.Competitive rivalry is likely to be based on dimensions such as price, quality, and innovation. Technological advances protect companies from competition. This applies to products and run. Companies that are successful with introducing new technology are able to charge higher prices and achieve higher profits, until competitors imitate them. (Porter, 2008) 2. 2. Generic competitive strategies Though a unshakable can have a multitudinous of strengths and weaknesses compared with its competitors, there are two underlying types of competitive advantage a theater can possess low cost or differentiation. (Porter, 1985) The two basic types of competitive advantage infl uence the five competitive forces that determine industry profitability. The two basic types of competitive advantage combined with the scope of activities for which a besotted seeks to achieve them lead to three generic strategies for achieving above-average performance in an industry cost leadership, differentiation, and focus. The focus strategy has two variants, cost focus and differentiation focus. (Porter, 1985) 10Figure 2 three generic competitive strategies Each of the generic strategies involves different route and target to competitive advantage, The cost leadership and differentiation strategies seek competitive advantage in a broad range of industry segments, while focus strategies aim at cost advantage (cost focus) or differentiation (differentiation focus) in a narrow segment. (Porter, 1985) 2. 2. 1. Cost leadership Cost leadership is the clearest of the three generic strategies. In this strategy, firm should try their best to reduce the cost. If a firm can achieve a nd sustain overall cost leadership, and accordingly it will be an above-average performer in its industry provided it can command prices at or snuggle the industry average. At equivalent or lower prices than its rivals, a cost leader low-cost position translates in to higher returns. A cost leader, however, cannot make out the bases of differentiation. If its product is not perceived as comparable of acceptable by buyers, a cost leader will be forced to discount prices well below competitors to gain sales. This may nullify the benefits of its favorable cost position. (Porter, 1985) if customers debate the product is not good as the product of competitor, the firm has to reduce the price. The firm can get high profitability until a cost leader gets the cost leadership parity in the bases of differentiation. 11 2. 2. 2. Differentiation The second generic strategy is differentiation. In a differentiation strategy, a firm seeks to be unique in its industry along some dimensions tha t are widely value by buyers. It selects one or more attributes that many buyers in an industry perceive as important, and uniquely positions itself to meet those deprivations.It is rewarded for its uniqueness with a premium price. The essence for differentiation is peculiar to each industry. Differentiation is based on the product itself, the delivery system by which it is sold, the marketing approach, and a broad range of other factors. (Porter, 1985) If the tautologic cost for differentiation is less than the premiums price, the firm which has the competitive advantage of differentiation can get better profitability than other firms in the industry. Because the extra cost for differentiation is the disadvantage of the differentiation, the firm cannot ignore the cost position.So, only based on the price is almost the same as competitor, the differentiator could get the high profitability. 2. 2. 3. Focus The third generic strategy is focus. This strategy is quite different fro m the others because it rests on the choice of a narrow competitive scope within an industry. The focuser selects a segment or group of segment in the industry and tailors its strategy to serving them to the exclusion of others. By optimizing its strategy for the target segments, the focuser seeks to achieve a competitive advantage in its target segments even though it does not possess a competitive advantage overall.The focus strategy has two variants. In cost focus a firm seeks a cost advantage in its target segment, while in differentiation focus a firm seeks differentiation in its target segment. (Porter, 1985) The firm can focus the time, the resource and the money on the segment to get the competitive advantage. If the firm can get the competitive advantage of cost leadership or differentiation in its target segment, the firm could provide customer the better service and meet the special destiny. Because of the different requirements of customer, there are unceasingly many s egments in one industry. . 2. 4. Pursuit of more than one generic strategy Each generic strategy is different way to create and sustain competitive advantage. Usually a firm has to choice one of them or it will become stuck in the middle. The benefits of optimizing the firms strategy for a particular target segment (focus) cannot be gained if a firm is simultaneously serving a broad range of segments (cost 12 leadership or differentiation). Achieving cost leadership and differentiation are also usually inconsistent, because differentiation is usually costly.Conversely, cost leadership often requires a firm to forego some differentiation by standardizing its product, reducing marketing overhead, and the like. (Porter, 1985) If a firm can use the strategies flexible, like use more than one strategy at the same time, this firm will get a great competitive advantage and market share. 3. Methodology Before I went abroad, I know many worlds Fortune 500 companies. All of them have the sec ret of success, like Coca-Cola have the unique recipe, the Volvo famous for the safety of the car and so on.But I neer heard the IKEA before. When I started to study in Gavle, I want to buy some cheap articles for daily use, everyone told me to IKEA. Not only that, when I travelled in Europe, I found I can find the IKEA store almost in every metropolis. Why IKEA is so popular? What is the secret of success? And why I never saw IKEA store in China? Does IKEA do not want have the market of China or IKEA is in a dilemma in China market? These questions attracted me so deeply. After I browsed the web of IKEA, I got some information of IKEA.The concept of IKEA is based on a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them and to helping more people live a better life at home. Simply, the target customer is everyone. The strategy is low price. And they use many ways to achieve the aim of low pric e like flat packs and self-assembly furniture. I noticed that the China had already become the biggest purchasing country which is about20%. On the contrary, the sale per region in Asia and Australia is only5%.IKEA have 192 stores in Europe, 12 stores in Russia, 48 stores in North America, but only 12 stores in China & Japan. (Source financial year 2009 of IKEA) From the first IKEA store opened in China in 1998 to now, IKEA only open 8 stores in 10 years. The speed is much slower than other foreign furniture companies like British B which already had 38 stores in China. The strategy of IKEA is low price, but the China is already became the world factory and the logo made in China is became to the synonymous with low price.After read some thesis and report about IKEA written by Chinese scholar, I find the price is too high to Chinese people because of the supersede rate. The concept of IKEA is providing most people low price furniture to help them have a better life at home, but mo st Chinese people cannot afford the price now. So I forecast IKEA must be in a dilemma in China. Then I wrote a these named the dilemma of IKEA in China and made in China. I wanted to analysis the situation of IKEA and suggest IKEA increase the number of purchasing from China to reduce the cost of goods. 3 When I discussed with my prof Lars Steiner, he have a different opinion. He asked me perchance IKEA do not want let most Chinese people afford the price, and maybe IKEA just want China to be a good purchasing base. That question really puzzled me a long time. Indeed, IKEA could treat China as a good purchasing base. Because the situation of China market is special, the change to adapt the China market may affect the global strategy of IKEA, even affect the earning performance. Data observed, experienced or recorded closest to the event, are the nearest one can get to the truth, distortions inevitably occur as the proximity to the event decreases (Walliman,2005) So I want to hav e an interview with the manager of IKEA to get the win sympathy. Because I want to research the China market of IKEA, I wrote e-mail to the customer service of IKEA store in Beijing and Shanghai. They replied me that thank me write the letter to them they already send my e-mail to the manager and let me wait the reply of manager.After two month waiting, I received nothing. So I have to give up. After that, I try to write e-mail to the customer service of IKEA store in Gavle. Similarly, they replied me that thank me write the letter to them and let me to wait for the reply. Fortunately, Hans Karlsson which is the logics manager of IKEA store in Gavle told me I can get a chance to have an interview with him and he is very glad to help me. So I hurried to prepared the interview questions and get suggestions from my professor Lars Steiner.We meet each other in staff office of Gavle IKEA store on 2010-05-21. The first sentence of Mr. Karlsson is very sorry he cannot tell me too much da ta about IKEA because IKEA is not a public company. He introduced the history of IKEA, the concept of IKEA, the competitive strategy of logistics which is the most important way to keep the low price, the strategy of market segmentation, the situation of IKEA in China, explaining some good examples according to the model of competitive advantage, analyzing the next step which IKEA will do to adapt the problem of China market.IKEA is a world famous company and an example of success, but there are not too much theses and books to research IKEA, especially about IKEA in China market. Even I have a further understanding about IKEA though this interview, I still think it is not bountiful to explain the situation of IKEA in China. Because Mr. karlsson is the manager of IKEA and China market is not one part of his job, he maybe just tell me the good side of IKEA and the opinion about China market is too one-sided. I think I also should refer to other peoples opinions which have suggestion s to IKEA and deeper understanding of China market.That will be having a pick up understanding about IKEA in China. So I ask help to my friend Guanying Liu which is studying the master of international economics in Shenzhen University. Unfortunately, she does not know too much about IKEA, but she provided me some theses and reports from the data library of her university. I collected the data, opinions and suggestions from these materials. After that, I found even these materials is not too much, I can get a general idea about the situation, the problem and the suggestions of IKEA in China.That make me have a more complete knowledge about the questions I want to research. 14 After the data-gathering process, I read the The Five Competitive Forces that experimental condition Strategy and Competitive advantage written by Michael Porter who is one of the most influential management experts in the world like a shot. These theories in these books are very good tools to help a company to get the competitive advantage to extending volume growth. I use these theories in these books to analysis these data I collected. I find the success of IKEA is not got by lucky.The model of IKEA is a very good example to improve Michael Porters theories. These methods of IKEA used could learn by other companies, especially these Chinese companies which are still at an early stage. 4. Findings In this chapter, I will introduce the findings from the web, the history of IKEA, the information from interview. 4. 1. The introduction of IKEA Figure 3(http//cache. gizmodo. com/assets/images/gizmodo/2008/08/ikea. jpg) IKEA is one of the world famous furniture companies. It was founded in 1943. As a 15 and which is one of Sweden band which have good unique path and bell ringer image, IKEA band constantly strives to provide customers with the furniture which is pyretic, beautiful and practical, people can afford the household articles for use. 4. 2. The history of IKEA from the web of IKE A The IKEA story begins in 1926 when founder Ingvar Kamprad is innate(p) in Smaland in southern Sweden. He is raised on Elmtaryd, a farm near the small village of Agunnaryd. Even as a puppyish boy Ingvar knows he wants to develop a business. 4. 2. 1. 920 At the age of five Ingvar Kamprad starts selling matches to his nearby neighbors and by the time he is seven, he starts selling further afield, using his bicycle. He finds that he can buy matches in bulk cheaply in Stockholm and re-sell them individually at a very low price but still make a good profit. From matches he expands to selling flower seeds, greeting cards, Christmas tree decorations, and later pencils and ball-point pens. 4. 2. 2. 1940s-1950s The root of a furniture dealer Ingvar Kamprad is entrepreneurial in developing IKEA into a furniture retailer.This period sees the exploration of furniture design, self assembly, advertising, the use of a catalog and a showroom to reach the many people. Table 1 1940s-1950s In 1951 IKEA founder sees the opportunity to sell furniture on a larger musical scale using a catalog. The IKEA catalog that we know today is born. In 1953 Furniture showroom opens in Almhult, Sweden, This is an important moment in the development of the IKEA concept for the first time customers can see and touch IKEA home furnishings before ordering them. The innovation is a success people wisely choose the products with the best value for money.In 1955 They start to think about the flat bundle 16 4. 2. 3. 1960s-1970s The IKEA concept starts to take shape. Table 21960s-1970 In 1960 The first IKEA restaurant opens in the IKEA store in Almhult, Sweden. In 1961 IKEA begins quality testing its products using Swedish testing standards. In 1962 Marian Grabinski designs the MTP bookcase. Developing this and other wooden products develops strong relationships between IKEA and Polish suppliers during the 1960s. These relationships continue today and are an important reason for IKEA maintaining l ow prices so that the many people can afford them.In 1965 The stores success leads to the opening of a self-serve warehouse an important part of the IKEA concept is born. Additionally, Accenten is opened, where customers can buy quality cooking items at a low price. In 1976 Ingvar Kamprad writes The Testament of a Furniture Dealer and in 1976 it is publish it documents IKEAs vision and business idea and has a strong influence on the development and vitality of IKEAs culture. 4. 2. 4. 1980s IKEA expands dramatically into new markets such as USA, Italy, France and the UK. more IKEA classics arrive such as KLIPPAN, LACK and MOMENT.IKEA begins to take the form of todays modern IKEA. Table 31980s In 1982 The IKEA group is formed and its owner is a foundation, the Stitchting INGKA Foundation, which is based in the Netherlands. In 1984 IKEA FAMILY, the new customer club, is launched. Today, IKEA FAMILY is in 16 countries (over 167 stores) and has about 15 trillion members. The IKEA c atalog print run expands to 45 cardinal copies, in nine languages. In 1985 IKEA now has 10,000 co-workers and 60 stores in the IKEA Group. 4. 2. 5. 1990s IKEA grows even more. Childrens IKEA is introduced and the focus is on home 17 urnishing solutions to meet the pauperisms of families with children. The IKEA Group is formed and responsibility for people and the environment is seen as a prerequisite for doing good business. Table 4 1990s In 1991 IKEA acquires its own sawmills and production plants and establishes the industrial group Swedwood to produce wood-based furniture and wooden components. In 1997 Childrens IKEA is launched. IKEA decides to develop a range specifically for children. In 1998 IKEA arrives in China. The first IKEA store opens in Shanghai. In 1999 The IKEA group grows to 50,000 co-workers and has 158 stores in 29 countries.On IKEA have the Big Thank You event. The total of all sales on this special October day, worldwide, is divided among all co-workers in to tal about 84. 85 9, 1999 million Euros. It is a great way to thank hard-working IKEA co-workers for contributing to the companys ongoing success. 4. 2. 6. 2000s IKEA expands into even more markets such as Japan and Russia. Everything for the sleeping room and kitchen is explored and presented in co-ordinate furnishing solutions. This period also sees the successes of several partnerships regarding social and environmental projects.Table 52000s In 2000 The code of conduct called The IKEA counseling on Purchasing shoes Furnishing Products (IWAY) is launched. It defines what suppliers can expect from IKEA and specifies what IKEA expects from its suppliers in terms of legal requirements, working conditions, active prevention of child labor, external environment and forestry management. In addition to this, IKEA also introduces The IKEA Way on Preventing Child Labor to ensure that no child labor is used by suppliers or their sub-contractors. Child rights project in India. E-shopping i s launched in Sweden and Denmark.Since then many other markets have started offering online shopping at IKEA. In 2001 The IKEA Group trials running its own rail operations through IKEA Rail AB. The use of rail continues to be an important part of the IKEA strategy to promote sustainable transportation of IKEA material and products. A new product-recovery concept is implemented in more than 100 IKEA stores in Europe to ensure that returned products are, where possible, 18 In 2002 In 2005 In 2006 repaired instead of being wasted. Everything for the bedroom under one roof.IKEA customers help children in motivation The IKEA Group exceeds 100,000 co-workers and operates in 44 countries. 4. 3. The data from the web of IKEA The IKEA opened 15 new stores at 2008 and in august 2009 had 267 stores, which welcomed a total of 590 million visitors during the year. A further 34 stores are owned and run by franchisees outside the IKEA group. IKEA group sales totaled 21. 5 billion Euros. IKEA food services reported sales of 1. 03 billion Euros. The IKEA group had 31 trading service offices in 26 countries, and 28 distribution joins and 11 customer distribution centres in 16 countries.The swedwood group, the IKEA industrial group had 15,000 co-workers and 46 production units. (source IKEA at a glance- financial year 2009) Table 6 the top 5 selling and supplier countries IKEA Germany The United States (10%) China (22% ) Poland (16% ) Italy (8%) Sweden (6 % ) Germany ( 6% ) Britain ( 9% ) France (9% ) Sweden ( 7% ) selling TOP (16%) 5 countries IKEA TOP 5 supplier countries (http//www. cnstock. com/paper_new//html/2007-07/20/content_57549571. htm) 4. 4. The information from interview In this chapter, I will introduce the information from the interview with Mr. Karlsson on 2010-05-21 at Gavle IKEA store. . 4. 1. The logics process of IKEA Mr. Karlsson introduced the logics process of IKEA. The following pictures show the process. There are cardinal main parts in the logics pro cess supplier (factory), distribution centre (warehouse), store, the customer. 19 Supplier (factory) IKEA focus their force to the design. At this step, they consider the low price when they design new product. And then IKEA try to find the supplier all over the world according to many factor like the geographic position, the price, the quality and so on. Distribution centre (warehouse) IKEA has 28 distribution centres in 16 countries.These distribution centres use the same computer system. They collect the information about the sales volume of every product, the quantity of inventory, and so on. The distribution centre control the goods between factory and store, even sometime they package the goods which from different factories. The distribution centre also is the warehouse of this area. For example, the distribution centre in shanghai is the biggest distribution centre in Asia. They evermore gather the goods from all over the world to here. And then they send the different numb er of goods to every store in Asia according to the sales volume.The high efficiency of logics is the biggest strategy is a good way to keep the low price. Store there are two part of IKEA store open hall and warehouse. In the display hall, customer can get the complete information about the product. Through the open hall, IKEA show its function of products, quality and low price to customer furniture with the three-dimensional way. After the customer trenchant the product they want to buy, they can go to the warehouse to take the unopened product. There are not too much shop assistants in the store, which is a good way to reduce the operating expenses of store and keep the low price.Customer after the customer brought the goods, they transport the goods by themselves. That is a way to reduce the cost of transport and keep the low price. There are 3 ways which IKEA used in logics process 1, the DC delivery Figure 4 the DC delivery process In this process, they transport the goods f rom the factory to the distribution centre all over the world. Then according the condition of demand, they transport the goods to different stores. After the customers buy goods from the store, the store collect the information and send the information to the distribution centre.After analysis the information, IKEA send the new order to the factory. That is a loop. This way is the most common way IKEA used now. 2, the transit delivery 20 Figure 5 the transit delivery process Sometime, the goods are not produced by one factory. These goods direct produced different parts by more than two factories and maybe these factories are in different countries. At this situation, they transport all parts of the goods from these factories to the distribution centre. They package these parts to a complete one in the distribution centre and then transport the goods to the store.The rest logics process is same like the commonplace way. 3, the manage delivery Figure 6 the direct delivery process This way is a special and high efficiency way. In this process, the goods do not need to transport to the distribution centre. The goods are directly delivered to the stores. So, they can save the cost of one time transport. And also this way can increase the use ratio of the warehouse. Mr. Karlsson told me this way of direct delivery is less than 50% in the total logics process and IKEA wish to increase the rate of this way to reduce the cost of transport.Actually, there are so many kinds of goods in IKEA and there are so many suppliers 21 and stores in all over the world. The process of logics is much more complicated than these pictures. 4. 4. 2. The market segment The target customer of IKEA is everybody. So the market segment is a very important part of IKEA strategy. After visited the IKEA store, I think the market segment of IKEA is the different part of house, like the kitchen, the bedroom, the bathroom. Actually, the market segment is according to the life situation. The l ife situation creates the need of the home furniture.IKEA do not select the customer, IKEA just select the offer from the life situation. For example, I am a student. I need the bookshelf, desk and I do not need the kitchen because I do not live in my own place now. But after 10 years, the need of life situation will change. I will need other things. The most important point is that I am always the target customer even in different ages. And IKEA always provide customers the things they need. I think that is a good method that IKEA used to service the customers and win the hearts of the customers. Even there are so many products in IKEA.Not all of the stores have the same goods. According to the local situation, IKEA adjust the goods in IKEA store. For example, there are not too much students in Gavel, so there will be less products for students than other IKEA store like the IKEA store in Stockholm or Linkoping. That is a good way to increase the use ratio of the store and the ware house, and also minimize the cargo backlog. 4. 4. 3. The logistics strategy all over the world When I start to research the IKEA, I have a question whether the goods in IKEA store are the same price.So I compare the price of the same kind of good on the web of IKEA store in different countries. I found the price is almost the same. So I thought IKEA use the same logistics strategy all over the world. The exchange rate between RMB with Euro is the biggest reason that Chinese customer cannot afford the price of IKEA goods. But Mr. Karlsson told me that the logistics strategy of IKEA have difference between different country. The price of goods is clear-cut by the cost of all of the process. The different place has the different cost, just like the big deal of McDonald, it will changed by different request of customer. . 4. 4. The China market Mr. Karlsson thinks the China market is huge potential. At the moment and in the future, IKEA will find more business opportunities include the supplier and the 22 market. IKEA is always changing. So the situation of IKEA in China will be better. For the question do you think increase the purchasing quantity in China can reduce the cost and increase the competitive advantage? Mr. Karlsson has the different opinion he thinks the price is decided by the cost in the total produce and transport process.With the development of the China economy, China market seems not the cheapest place any more. 4. 4. 5. The next step that IKEA can do to increase the competitive advantage especially in logistics Mr. Karlsson think IKEA will continue to use and work with the concept of IKEA. There still have many places they can do to increase the competitive advantage, like increase the direct delivery, use more train and so on. 4. 4. 6. The competitor of IKEA Mr. Karlsson thinks the IKEA is already an international company and IKEA is growing. So at the present time, the competitor of IKEA is not the international competitor.With the develop ment of IKEA, the competitor of IKEA is the local competitor. Sometimes, the local competitors copy the good idea or counterfeit the goods of IKEA. To this situation, the important way IKEA used is the low price. IKEA get the lower price though the large-scale procurement. Low price, good quality, knight service and new design methodology or technology help IKEA occupied the market quickly. 4. 4. 7. The uniform of IKEA When I have the interview with Mr. Karlsson, I noticed that everybody ware the same uniform in the office.So you cannot distinguish who is the manager and who is the normal employee. And Mr. Karlsson told me IKEA not only service the customer but also provide a comfortable environment for their employees. 4. 5. The compare with the competitor of IKEA After I research the data from the internet, I get a form about the competitor of IKEA 23 Table 7 The foreign furniture company Sweden IKEA British B&Q American Home Depot The time and the place of the first The number of store store in China now 1998 shanghai 8 1999 shanghai 50 At the end of 2006 successfully 12 purchased 12 stores in China. . 6. The situation of IKEA in China at this stage This chapter is to introduce some Chinese scholars opinions about the situation of IKEA. Chinese scholars could understand China market more clearly. So, I think their opinions could let me get deeper understand about IKEA in China at this stage. 4. 6. 1. The reason of the price problem There are 3 reasons that make the concept of IKEA change a, the competitive advantage of low price is not clear and the price is always too high to customer. B, the challenge of high exchange rate make IKEA cannot have the same price in global.C, IKEA seems have the strategy of the high-grade brand positioning in China. (Sa Wang and Licheng zhang, 2008) 4. 6. 2. The substance of the IKEA dilemma in China The substance of the IKEA dilemma in China is which one is more important between localization and standardization. One side, I KEA use the standardization to run the China market. On the other side, IKEA the strategy of IKEA in China does not give full consideration to standardization. That makes strategy of IKEA do not have a good picture in China market. (Xiaofei Zhao, 2005) 4. 6. 3.The reason that the speed of IKEA develop slower than the competitor The IKEA stores in China are just the image shops. From 1998 to 2005, IKEA open 2 stores in China. These stores are used to collect the information and function customer spending habits. From 2005 to now, IKEA enters to the acceleration stage. IKEA is developing in its own rhythm. (Chunhua He, 2009) 24 4. 6. 4. The challenge and the innovation of IKEA in China The challenge A, IKEA is the later comer. Compared with other competitor, the speed of development is later. B, IKEA is the Mr. Misunderstanding.Because of the high price, the paradise of wage earners becomes to the place of high income bracket. C, IKEA is the outcomer. The Chinese customers still do not adapt the management style of Northern Europe. The innovation A, IKEA changes the place of store from suburbs to prosperous areas. B, increase the number of service staffs C, increase the way of advertising (Benshun Cui 2003) 4. 6. 5. The disadvantage of IKEA in China A, do not provide the free transport service and free install service B, IKEA always buy land and build the store by them. This way is not only need a long time but also need too much money. Xiaofei Zhao, 2005) 4. 6. 6. The model of IKEA The model of IKEA could be generalized as a whole one core, two strategies, three marketing, and four fulcrums One core insist on Recreational Shopping Two strategies a, low price b, the model of chain operating Three marketing a, transparent promotion b, Catalog c, one-stop shop for marketing Four fulcrums a, cost control b, brand control c, management control d, and image control (Daqian Li, 2005) 5. Discussion 5. 1. The competitive advantage model of IKEA After the long time re search, there is so much knowledge about IKEA.From the web, the interview, and especially follow the history of IKEA, we can find many methods which IKEA used to improve the competitive advantage. According to the theory of competitive advantage, I summarize these methods in to the table 8. 25 Table 8 the competitive advantage model of IKEA The five competitive The methods IKEA used forces that determine industry profitability Bargaining power of 1, looking for the suppliers from all over the world suppliers 2, cooperating with more than one suppliers 3,IWAY defines what suppliers can expect from IKEA and specifies what IKEA requires from its suppliers.Bargaining power of 1, low price customers 2,good quality 3, good service 4, high quality of design 5, wide varieties Threat of new 1, Catalog is a good way to advertise entrants 2, the scale effect 3, high-efficiently of logics 4, develop new products Threat of substitute A special team develops new products, updating technology, pro ducts promoting technological development Competitive rivalry 1, using the scale effect to get the low price 2, improving the public image within an industry 3, the model of chain operating 5. 2.The three ways used to increase the competitive advantage As a world famous furniture company, the secret of success behind IKEA is the strategy. 5. 2. 1. Overall cost leadership The strategy of overall cost leadership is always the IKEAs biggest aim. We can find the history of IKEA is also the history of looking for low price. We can find IKEA try to find the low price at every part of the process. For example, before they design a product, they already confirm the price. They use flat-package to reduce the cost of transport. They reduce the staff in store to reduce the cost of store.They also use the scale effect to purchase goods from all over the world. 26 5. 2. 2. Differentiation Todays IKEA range consists of 9,500 home furnishing articles, designed to be functional and good looking but at a low price. You can find almost everything you need in IKEA. Both romantics and liberals can find the style they like. Customers need the goods low price and good quality. Low price or good quality is easy to achieve, but it is not easy to get both of them. At start, IKEA chose a different way which is stand on the side of everybody. IKEA also take children to their customer, and the spirit f care for children really wins many customers heart. IKEA also does a good job in environment protection. 5. 2. 3. Focus There are three main part of IKEA IKEA office, home storage, Childrens IKEA. The target customer is everybody. According to the life system, they segment the market to many parts. That will be better meet the requirement of different customers. Especially the new design for child, it helps IKEA win many hearts from the customers. 5. 2. 4. Pursuit of more than one generic strategy Even these 3 strategies are interacting and affect to each other, IKEA use these strategies f lexibly.That is the reason that IKEA can get much more competitive advantage than other competitors. A, cost leadership and differentiation Differentiation always needs the extra cost, and cost leadership always need company forego some differentiation by standardizing its product. The method IKEA used to solve this problem is design the price tag before design the product. They can seek the differentiation inside the price tag. The flat-package and self-assembly not only save the cost of transport but also give the designer more room to seek the differentiation.B, cost leadership and focus If a firm services too much segment markets, it will not get the profitability of focus. IKEA use the life system to find out what the customer really need at different age. The people at different age need different furniture. After the segment though life system, the designer could understand the need of customer. So the designer could design the product which is low price and useful to the cus tomer. This method not only segment markets very well but also can focus the resource to the cost leadership. It makes sure everything they produced is useful to people.After the research of the 27 local situation, IKEA could find out the need of local customers and change the goods in IKEA store. That could improve the use ratio of store and prevent the waste of transport. 5. 3. The suggestion for IKEA in China According to different situation, IKEA should change the strategy flexibly. 5. 3. 1. The advertisement The normal way IKEA used to advertise is the Catalog. If IKEA wants to get a good effect in China, IKEA should not only use the catalog. Because of the number macrocosm in China IKEA will find out the Catalog may spend a lot of money in the future.Because there are still a little stores in China, IKEA still a new name in China. If IKEA wants to open more stores in new city, IKEA should take the advertisement to the city before the store opened. 5. 3. 2. The company culture IKEA is already 60 years in Sweden. The customer already understands the company culture and the model of IKEA. Even IKEA already entered China about 11 years, Chinese customers still do not understand the model and company culture of IKEA. In the shadow of the high price, the concept which wants to improve the quality of life seems like an empty talk. IKEA need time to achieve the concept in China.But if the customer do not trust and support IKEA, the future of IKEA will not look good. So, the mission of IKEA right now is to advertise the spirit of IKEA to customer. Only after get the trust of customer, IKEA could have a better future in China. 5. 3. 3. The cooperation of local supplier There are 3 logics process that IKEA used. In the future, IKEA should increase the direct delivery to get more competitive advantage of cost leadership. Because China is a developing country, every technology and environmental awareness is still not complete. If IKEA want to find more cooperators i n China, IKEA could provide more help to the cooperator.So IKEA can get more cooperation with the suppliers which fit the requirement of IWAY. Only increase the number of purchasing in China and get the scale effect, IKEA could achieve the aim that everybody can afford. 28 5. 3. 4. The environment-friendly products IKEA is a company which focuses on the environmental protection. In China, the environmental awareness of people is not good as the Sweden people. Sometime, people will not choose the environment-friendly products because they think these products must be more expensive than normal product. If IKEA add the advantage of technology

Argument against extension of ethical consideration to non-human animals Essay

In Tom Regans essay The Case for wight Rights, he argues that the root of the wrong is that we treat animals as resources in either advancing our intentions, prerogatives, basic instincts (such(prenominal) as hunger), and so on. He then proceeds by arguing for indirect duties which involve animals though not the type of duty directed towards animals themselves. The involvement of animals in hu composition actions, labeled as either chastely right or morally wrong, points to the claim that hu public beings submit an indirect duty as well towards these animals. Two reasons are raised in opposite word to indirect duties towards animals.First, animals, in contrast to human beings who give birth the capacity to arrive at a given array of fairnesss consciously made by them and render to subscribe by the given set of rules, appear to redeem no sense of morality since morality consists of a set of rules that individuals voluntarily agree to abide by. This is in line with contracta rianism which primarily focuses on the human capability to secure for themselves and decide sets of standards for a systematic morality and firm moral norms. In this case, such presumption excludes the possibility of ever arriving at a morality towards animals for animals slew hardly be a part of a moral system.They do not have the capability to decide on crucial matters which are to define the very system that exit ascribe moral worth on their actions and the exploits they sustain from external agents (Regan, 1985). Nevertheless, Regan essentially argued for an intrinsic worth of animals in comparison to the intrinsic value of human beings, stressing on the argument that the actual wrong is that of treating animals as absolute renewable resources which men use in furthering his ends and sustaining his life.It can be observed in his arguments that he centers on the value of animals regardless of mans expediency of these animals as part of nature. Yet it appears quite dubitable if indeed we are to treat animals under moral circumstances for several reasons. First, man will encounter it hard to sustain his existence if a major overhaul is to be done with regards to his grasp on resources, specifically that of animals. Since the time when man first in condition(p) to utilize the resources available in nature, animals have played a crucial role in his rearing and continued survival.Stretching back through those years, no sense of morality can be rooted for the reason that nature itself, as a whole, provides the essentials for man to go on with life and that morality on the part of animals is a mere social construct. Though it can be argued on the other hand that mans morality may overly be one socially construed fact, it does not, however, directly deny the instance that animals have no sense of morality and that their moral worth is nothing to a greater extent than a perception of a few men.Another argument that must be noted is that, in connection to th e previous claim, animals can hardly be expound as sentient beings. That is, even though animals display reactions indicative of pain or pleasure, such manifestation of feelings are mere human interpretations on the air of animals. This is the part where some of us fail to recognize the fact that more often than not our mere ascriptions of human feelings to the responses of animals, treating both as if they were in accept structure and essence, do not establish the perception that animals are sentient beings as well.What it does is to simply ascribe human-like functions to that of animals while neglecting the basic fact that men have a far more complex consciousness than that of the other animals. Though it can be argued that man, too, are animals themselves as argued by the theory of evolution, nevertheless they have a wide array of distinctions (Calderwood, 2001). These differences fit the purpose of demarcating human consciousness from mere animal behavior such that the animal consciousness bear precise semblance to that of the complexity of mans consciousness.Argument for the extension of ethical consideration to ecosystems Aldo Leopold, in his work The Land Ethic, argues that the ethical doctrines set upon by man in consonance to the treatment towards other people should be extended to land or, more specifically, to ecosystems. He argues further that, as ethical tenets are so designed so as to control the freedom of individuals which may inflict harm towards other individuals, the ethics of man ought to encompass ecosystems as well in order to prolong their sustainability just like the sustenance of mans existence (Leopold, 1989).In fact, the role of ecosystems is of primary significance for the very existence of man can be seen as dependent on nature, and that the abuse of the resources provided for by the natural environment poses a macabre threat to the life of humanity. The imminent consequences of the abasement of ecosystems are real and apparen t. Note that throughout the decades of mans continued industrial improvement whereby the expansion of modern facilities and trade infrastructures have literally displaced ecosystems and have extinguished as well various life forms.Moreover, contemporary times bear witness to the unrelenting wipe-off of various flora and fauna adding even more to the imminent threat to the survival of humanity. It is for these reasons, above any other else, that an ethical doctrine should be established so as to not wholly destroy the possibility of having a totally-diminished ecosystem and prolong its survival but also to sustain, as a direct consequence, the lives of all men.One argument is proposed claiming that there ought to be principles which will proscribe certain acts of men towards ecosystems and which will simultaneously prescribe the ethically upright acts. The furthering of such an argument may very well lead to the accumulation of reasons in preserving what little ecosystem the worl d has left and what little more in the coming years unless several actions are brought under control (Delville, 1997).One argument which can be raised against the claim for extending the ethical doctrines of man so as to include ecosystems is the contention that it is a difficult task, one which entails not only the method of redefining cultures which hold on to contrasting practices to that of what may be ethically prescribed but also the mode of arriving at a comprehensive law for such an extension of ethical norms.Setting aside the latter claim which may be very well stand farfetched in the condition of our discussion, most of mans ethical tenets are strongly rooted on cultural grounds which have incessantly developed throughout generations fashioning it difficult to change the cultural smells quite easily. Aside from the difficulty of surmounting such a feat, there is no clear method on how one can be able to arrive at such an attempt of extending sturdy ethical beliefs.Never theless, the task itself is being called forth not only because there is a lack of limiting principles on the acts of man which may eventually lead to his own demise but also because there is a lack of tribute for the ecosystem in terms of ethical principles. What society barely has are legal measures which do not essentially pin down the heart of the problem. Rather, the measures being proposed by the law are merely written methods that aim at proscribing human actuations in accordance to the laws of man.What is needed is an ethical extension which will, indeed, guide the acts of humanity in dealing with nature and the various ecosystems which men have been utilizing for millions of years already. Argument for deep ecology One central claim for deep ecology is the belief that nature and man are interrelated with one another whereby every individual ought to transform himself which in turn leads to a collective change. This transformation at both the personal level and the communal degree is at the core of a movement which seeks to address the environmental issued besetting the entire population.However, there are at least two primary concepts which might rise into conflict with one anotherfreedom and order. In order that an individual transformation to transpire, there should be at the very least a freedom operating on the basic activities of every man. That is, every individual should function without the apparent hindrances that limit his capabilities in making manifest his earnest desires to support global concerns.Thus, with freedom, man becomes more flexible and more able of acting in accordance to the collective effort of sustaining the environment. On the other hand, a collective change is also of primary necessity since it serves not only as the sum of individual capabilities in addressing the ecologic problems and providing viable solutions to it but also as the embodiment of the general agreement of the individuals. This general agreement is essen tial for the reason that it makes possible the unified efforts to arrive at consolidated methods.However, it can be argued that there may eventually dwell the possibility that with freedom comes the unwanted effects. To a certain degree, giving individuals more and more freedom than perhaps what is necessary or in controlled dosages leads to the probability of abuse, of conferring upon the individual the imminent capacity to either misuse or abuse ones freedom in relegating it to other aspects of life which may consequently bear a harsh effect on the vision being desire by the collective change among the sum of individuals.Nevertheless, even if there remains the potential abuse of such freedom which may in turn retain the collective transformation among the sum of individuals in providing a lending hand in tackling ecological concerns the sense of the collective efforts are far more preponderate its potential weaknesses and negative aspects.

Consumption patterns

This essay is geared towards analyzing an article that was done on the course of instruction 2001 concerning the increasing Consumer Demand for Fruits and Vegetables The U.S. Example. The consumption pattern then could be seen to have change magnitude over the years. It was in the article that several(prenominal) factors where enumerated with regards to the increasing beg for both fruits and vegetables among the citizen in the United States of America. It was then concluded that the demand could be seen as a pattern where other developing countries could have the same patterns in the long run. As could be implied in the articles title, the author aims to reach a certain justification that given time, several countries would have an maturation in the demand for fruits and vegetables.Consumer Demand for Fruits and Vegetables The U.S. Example It could be gathered that this particular article is enjoin towards the behavioral pattern of the volume in the United States. Ergo, it coul d be deduced that most of the data gathered is untold dedicated in the statistical aspect where the demand for fruits and vegetables had attachd. It was said that the consumption of both fruits and vegetables had already been a part of the usual food consumption on the people of the country especially when it espouses a strong lifestyle (Kurtzweil, 1997).It could be seen then that, over the years, food consumption patterned has increase especially when incomes had increased. It could be sensed here that as income increases, the buying of goods overly increases, including that of fruits and vegetables aside from the other necessities. To further reinforce this assurance, it was studied that over the course of year 1961 and 1998, there had been a considerable increase in the consumption of fruits and vegetable on places where income had surely increased. However, those who had lower incomes had little or no difference when it comes to the consumption of the said goods.It would t hen be heir apparent that as the incomes of the people increased there is an extensive increase in buying goods. Suffice to say that this first reason would have given a reason for the increase in the consumption rates of the people. In connection to this, the main argument for this could be seen as such that most people were gearing towards the convenience of a product.Canned and processed fruits and vegetables then are getting hot. It would then be inferred that the supplies needed would increase since manufacturing these goods could take larger number of fruits or vegetable. Albeit, fresh fruits are quiet down popular and they are aptly so since they are much convenient. Connecting this to the second reason, it could be seen that expert aspects had made the difference since packing and delivering goods could be made easy.However, this assertion could be further asserted by the third justification over the change in consumption pattern. In this aspect the concept of healthy sp iritedness could be injected. It was said then that the people had a strong belief in going back to the healthy living lifestyle (Pollack, 2001). It seems that the household with of age(p) members in the family tend to purchase more fruits and vegetables. Age then becomes another big factor.The fourth assertion could be found that the availability of the goods has already increased. This increase in the availability could have been due to the imports from other countries. It could be seen here then that a wide selection of products had been made available to American citizens that dismantle if the fruits or vegetables are not produced for the season in the particular country, it could up to now be made available through importing and trading (Pollack, 2001).As was mentioned above, improved technological aspect has paved the way for easier shipping and packing that some seasonal fruits could be made available in the United States. The patronage business has excessively increased during this time that some products that are not actually available in the country had made its way to American soil due to trade and imports. It seems that tropical produce had become popular among the people. Americans may be able to produce these tropical goods on some areas of the land but the demand for it is exalted that supplies are needed hence trade and imports are needed.All these patterns if conjoined together could create a change in the demand for the said goods fruits and vegetables. On the year 1997-99, it was said that the trend consumption of fruits and vegetables in the United States had been averaged as 741 pounds per person. It could be seen as 25 percent more than what was consumed during the year 1977-79. The increase was much cerebrate on the fresh melon and processed potatoes. Either way, vegetables had been a forerunner when it comes to peoples favorites as compared to fruits in general. In fact, vegetable consumption has increased to 24 percent as compa red to the 8 percent consumption rate of fruits.After the mid-seventies, it could be argued that lesser people had become enamored with canned goods and are much inclined to purchasing fresher goods. It seems then that aside from the increase in percentage, a much wider variety of vegetables are now made available as some people are slowly creating certain variations in their consumption purchases. Examples of these vegetable diets are asparagus, broccoli, cauliflower, carrots, onions, and lettuces, and many others. Of all the fruits, banana had become the most popular fresh fruit treat. However, this particular fruit is garnered through imports. Other examples of fruits that are popular are apples and oranges, also grapes, pears, and strawberries. Regardless of the increase in consumption rates, it would still not sufficient to claim that Americans are consuming the recommended daily servings for both fruits and vegetables.It could then be concluded that the demand for fruits and v egetables in the U.S has increased through several reasons 1. Convenience might lead to larger demand for supplies, 2. Technological aspects makes it more convenient, 3. Health issues are being addressed, and 4. Availability of goods through imports and trade is rapidly growing. Also, these patterns could also be realized in other developing countries.References Kurtzweil, P. (1997). Fruits and Vegetables Eating Your Way to 5 A Day. Retrieved September 27, 2007, from http//www.pueblo.gsa.gov/cic_text/food/eating5-aday/297_five.htmlPollack, S. L. (2001). Consumer Demand for Fruits and Vegetables The U.S. Example Electronic Version. Changing twist of Global Food Consumption and Trade. Retrieved September 27, 2007.

Implementing Diversity in the Classroom

? Running Header Culturally Inclusive Class inhabit utmost Reflection on in-person Growth and My Plan for a Culturally Inclusive Classroom Anna Novak July 27, 2009 EDUC 5173. 01 Dr. Gina Anderson Texas Womans University Final Reflection on Personal Growth and My Plan for a Culturally Inclusive Classroom When I first began this semester I thought I had a clear definition of what diverseness was and what argonas it encompassed. I believed that the term potpourri corresponded with issues of race, religion and ethnicity.However, the discussion board assignments and the detailed chapter readings appoint throughout the semester soon broadened my disposition and notion of exactly what encompasses the term diversity. The innovation of diversity encompasses acceptance and respect. It means understanding that each individual is unique, and recognizing our individual differences. These can be along the dimensions of race, ethnicity, gender, sexual orientation, socio-economic status, age, physical abilities, religious beliefs, political beliefs, or another(prenominal) ideologies.It is the exploration of these differences in a safe, positive, and nurturing environment. It is about understanding each other and moving beyond simple tolerance to embracing and celebrating the rich dimensions of diversity contained at heart each individual. This is one of the fundamental concepts I learned from participating in this course. When I first began my journey in this class I had no idea the impact it would involve on me and shaping my philosophy as a teacher. I initially considered this a breeze through course, believing that I had a firm understanding of diversity, and how to address it deep down the schoolroom.However, I soon learned that in that respect was much I did not know about the levels of diversity, and how disfranchised it would be to create an effective and practical diversity rich classroom. When I began this course and realized that some(prenominal) of m y classmates were actual teachers or had some form of belief experience, I immediately felt as though I was at a sort of disadvantage. I have personally never conducted a classroom, and have no practical experience. However, I soon realized that what I lacked in practical experience, I made up for with personal life experiences.I learned that being a youngster of military parents and the contrasting locations I had lived throughout my life had given me a unique ability to see view points and issues from wholly contrary perspectives. In fact, I bet having never taught a class before presented its testify advantages. One of the major ones was that I had the ability to process and assess all of the confused ideas and theories that were discussed in depth in this course and apply them to my ever growing teaching philosophy. I feel that this course, more so than every of my practical based courses, has allowed me to not only grow professionally, but as an individual as well. I a m a better person because of this course, and I think its impact leave behind be super beneficial to my future students. Before I discuss how I plan to conduct my own culturally inclusive classroom I feel that there is an important initial step that I as a future educator, and all educators need to take. by all of our discussions and assigned readings I learned that there are a multitude of different variables involved in creating a cultural classroom and that it is quite a easy to adopt sidetracked or bogged down in subject affair. However, one of the most important aspects I took away from all the readings, and one that I am sealed many of us overlook, is the need for self reflection and evaluation, especially in the area concerning our own personal prejudices and beliefs.It is impossible to expect cultural understanding and respect from our students, if we as teachers and role models allow our own limitations are constantly undermining the process ( that whole do as I say n ot as I do philosophy will not cut it in the classroom). Teachers should mediate cross-cultural adaptations and they can do this only when they come out of their own cultural shell and alter their perception of others. As an educator this key step must first occur before I can change surface begin to think about creating a culturally inclusive classroom experience.Respecting and Valuing Diversity Throughout my teaching career I hope to instill in my students a sense of appreciation, understanding, and respect for different cultures and backgrounds. I motive them to realize that each of them is uniquely different, yet surprisingly similar at the same cartridge clip. As an educator I compulsion everyone of my students to leave my class feeling a sense of pride for who they are and where they come from, no one should ever be ashamed of their background. However, to aid my students in this I will first need to know more about them, their parents, and their background.When the school year began one of the first things I would have my students do would be to share a little about themselves with the rest of the class. This would be a peachy way for not only myself to get to know them, but their peers as well. However, it is only fair that I extend the same courtesy to them as well. I would give them a little penetration into my own culture and background, as well as some basic information. I would even allow them to ask me several questions pertaining to myself, as long as they do not cross any ethical threshold.So as to build my understanding and knowledge about my students and their background I would give them several forms and information sheets to take home along with their syllabus. One form would be a more form with more detailed questions about themselves, their parents, their concerns, and what they feel is their knowledge style. The other form will actually be a letter from me to their parents highlighting who I am, my experience, what I am expecting from their child, and how they may get in clutch with me.Attached to this letter will be a form asking the parent or guardian to please set up a time to meet with me personally so we can formally meet and so they can discuss any concerns, issues, or anything else they think I should know. Creating an atmosphere of tolerance, acceptance, and affectionateness would involve the whole class. When cultural differences cause problems it should be addressed as a group. The children need to be aware that it is okay to be different from others. By bringing the differences out in the sluttish, it will open the minds of those students not yet exposed to cultural ifferences. I am a strong believer in a cooperative and open classroom, and I think students benefit form an education that they themselves are actively constructing and participating in. I think opening up a discussion on the first day of class and asking them what topics they wish to learn on top of the set curriculum would be ex tremely beneficial. Physical Arrangement of Classroom In terms of the overall look and arrangement of the classroom, I am not particularly set. I believe that the room should be decorated in such a way that it reflects the various cultures of the students .I likewise believe that it needs to be aesthetically pleasing. This is one of the areas where I feel the students should have some say. While as a history teacher I will need to have maps, and important historical dates and pile displayed throughout the classroom, I think allowing the students to choose aspects of their own culture that they wish to have on display would not only help in presenting an open classroom, but would help expose students to different cultures. I know that most classrooms are decorated to reflect the different holidays.However, since some of my students might not maintain the same holidays, I would opt to set up a holidays of the world corner. Here several different holidays would be depicted, and I w ould ask to have a student explain the origin and traditions of the holiday, that way all of the class could celebrate. As far as the seating arrangement went, it would vary depending on the lesson. For lecture, media viewing, and exams I would cull to have a traditional row set up or table setup. However, I strongly believe in group discussion, and I think it is a great way for students to think critically about what they have learned.For these round-houses I would organize the desks in a circular patters. Rosenfield, Lambert, & Black (1985) in their search state that circles and squares indicate an open, sharing classroom. Students must face one another and cannot hide. Thus ensuring that their input will be heard (103). However, their will be assigned seating, and when the time comes, assigned groups. Controlling who they sit with will broaden their exposure to different cultures. Additionally, I would utilize the jigsaw cooperative reading style within my classroom.According to Brown and Kysilka (2002) students need regular and positive experiences with as many types of diversity as possible. Such experiences, with the guidance of the teacher, will help them to develop the lifelong skills needed to be a proactive citizen in the global society (p. 17). This method would allow for the greatest exchange of ideas and respect the value of diversity within our classroom. Communication Communication is extremely important when it comes to learning, respecting and valuing cultural diversity.I sine qua non my students to know and realize that I fully intend for their parents to be able to enrol in their learning experience. Throughout the semester I will provide parents with various newsletters and emails concerning upcoming events, the childs progress, and how they can be involved. I will also allow both parents and students to set up any individual meetings if they so wish. I also want them to realize that I do care and want to know more about them, and I wa nt them to feel as though they have some input into how the class is ran and organized.Powell and Caseau (2004) argue that in enounce for students to be successful they need to feel that someone cares whether or not they succeed. Furthermore Teachers need to encourage all students to perform to their potential heedless of their culture (65). However, Communication is not only what is spoken, it is also what is implied with nonverbal confabulation. I need to be fully aware that different cultures view forms of nonverbal communication such as eye contact, touching, facial gestures, and hand gestures differently. CurriculumOne of the great joys of teaching history is that it allows for in-depth discussion and study of several different cultures and people throughout different period of time. Since my subject area is history and while I will be required to spend a great hand out of time discussing the classical histories, such as Greece, Rome, England, and such, I would like to sup plement my lesson plans with discussions on what other civilizations and cultures were experiencing at the same time, what advances were occurring, and how other cultures directly affected the deliver of our own.To allow the students to further their own understanding about different cultures and provide for multicultural study I would like to have my students research a different civilization or culture and report on what was transpiring within their community at a pre chosen time. This will allow students to understand that other cultures and civilizations were still advancing and thriving during the emergence of our own. History is all connected. I also fully intend to introduce the oral history project that I created during this course.This will give students a first hand look at different cultures and will give them a chance to confront their own prejudices. hopefully this assignment will aid in crumbling the stereotypes these students have concerning other groups, and will al low them to grow personally. Another key to developing a working classroom environment is to understand that a teacher needs to know what it is that they are trying to convey to their students (what they want to teach) and, and how they want to that (how they will teach).Since the times and the technology are advancing teachers need to constantly update their lessons, how they approach the lesson, and even what they know about the material. According to Morrison (2006) becoming an educator literally means becoming a life long learner. In theory, the what you want to teach aspect is pretty straightforward, it is the how you teach it that is a little more complicated ( 143). Not every child learns the same way as everybody. I believe that I need to be conscious of this and develop lessons and activities that present the same information, just in different ways.Instead of using the traditional lecture and note taking method, maybe I should use maps, charts, power point, video, audio, a nd hands on activities to ensure that each learning style is being addressed. This will ensure that none of my students are left behind. Assessment Assessment is a huge issue in todays schools. While I agree that teachers need away to determine what level of understanding a student is at, and whether they have retained the information, I feel that there are several different ways to go about assessing.One of the major ways is through exams. While traditional multiple choice and consecutive/false measure retention, I feel that short answer and essay exams help determine what concepts the student actually grasps, and shows different levels of critical and abstract thinking. thinking (Boud & Feletti, 1997). I am also a fan of oral assessment. This is where I call upon a student in class to answer several questions pertaining to the catamenia topic and I evaluate their response.This does not mean that I am always looking for the proficient answer, or what I perceive to be the right answer. If the student can fluently present their argument and use exerts from the reading or past discussions to support their claim then it must be interpreted into consideration and it also proves they are fully involved and is advancing. However, I will of course have to explain to my students that the standardized tests are looking for specific answers, and that they will be expected to know the traditional answers for this purpose.Another means of assessment is derived from the culturally inclusive lesson plan I created for this course. This major project, and others like it, are great ways of determining where your students are developmentally and grade level wise. Group projects and other team assignments are also forms of assessment. It is imperative that I utilize various means of assessment to ensure that the different learning styles of my students are addressed, and to ensure that I am not putting one group of students at a greater disadvantage/advantage over another. C onclusionWhile I am by no means fully prepared to or sure how to make a diversity enriched classroom environment, I do believe that I am on the right path. I know that I want my students to feel safe and secure in my classroom , and feel as though they can express who they really are. I do not want them to feel as though I do not appreciate or care about their culture, and I want them to know that they can call openly with me with any problems or concerns they have. Lastly, I believe that one of the most important elements of my working philosophy involves simply loving what you do, and having fun while doing it. get down each day with excitement and energy, this will make the day more enjoyable, and provide for a more welcoming environment. Students will enjoy being in your class and that will be reflected in their work. If you come to school with that excitement it is bound to rub off on someone, and the passion you bring to your subject matter will inspire your students to find the same love for it. References Boud, David & Feletti, Grahame. (1997). The Challenge of problem based learning (2nd Ed. ). London, England Kogan Page limited. Brown, S.C. & Kysilka, M. L. (2002). Applying multicultural and global concepts in the classroom and beyond. Boston, MA Pearson. Morrison, G. S. (2006). Teaching in America (4th ed). Boston MA Allyn & Bacon. Powell, Robert G. & Caseau, Dana. (2004). Classroom Communication and Diversity Enhancing Instructional Practice. Mahwah, NJ Lawrence Erlbaum Associates, Inc. , Publisher. Rosenfield, Peter, Lambert, Nadine, & Black, Allen. (1985). Desk Arrangement effects on pupil classroom behavior. Journal of Educational Psychology, 77(1), 101-108.