Enterprise Architecture as Strategy Essay Example

Enterprise Architecture as Strategy Paper Enterprise architecture is important because organizations need to adapt increasingly fast to increased competition, changing customer requirements, and business goals. Since MEG international was showing signs of reduction in sales and threatening market position by foreign competition were perfect examples that MEG was not adapting to reapply canalling environments I Nils need Tort Patton NAS Incidence over ten entire business processes; change in one business process may influence other business process. To keep enterprise architecture coherent, change should be managed accordingly in all architectures, and the relations between different architecture just be clear so it is vital for MEG to implement enterprise architecture as a strategy to be able to gain competitive advantage. Main difficulty in adopting enterprise architecture as strategy is to match business architectural alignment and IT alignment because of the differences in architectural modeling methods. Business analysts build complex business process models; similarly IT architects can design complex applications. These two groups of people may be best at what they do but they lack common language to understand each others design. Mona Lisa although being Information Systems consultant didnt have he leadership capacity or vision on how she is going to approach the issue of aligning these two processes, or what framework to use for the enterprise architecture and what IT strategy to choose to move forward towards the change process. We will write a custom essay sample on Enterprise Architecture as Strategy specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Enterprise Architecture as Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Enterprise Architecture as Strategy specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Some of the well known examples of enterprise architecture frameworks that can help to build the strategies around enterprise architecture in MEG are: Coachmans framework for enterprise architecture (Coachman, 1987) (Figure 1): This framework is a logical structure for classifying the different perspectives involved in enterprise architecture in a two dimensional matrix that are significant to TTS stakeholders. The matrix consists of levels or player perspective (scope or planner, business model or business owner, system model or designer, technology or builder, detailed representations or subcontractor and Functioning Enterprise) and six columns or aspects (data, function, network, people, time, motivation). From the Business owner perspective data represents information about customers, products, suppliers and relationships between these entities (Session, 2007). On the other hand data from the perspective of technical person implementing the database is rows and columns in tables which are linked together by Joins (Session, 007). If we move left to right on the grid we see different system descriptions from one player view whereas if we move from top to bottom it changes the different player perspective of viewing the system descriptions. Both perspectives are therefore critical for understanding the systems architecture that Coachman tries to address in his architecture. There are some criticisms about this framework that it itself doesnt define the methodology of the framework and is a complex process and can be applicable for large organizations only. This framework mainly acts as a template where goals, ales, processes, materials, roles, locations and events that organizations require must be filled in. Session (2007) argues that the Coachman Framework is actually taxonomy for organizing architectural artifacts (I. E. Design documents, specifications, models) Tanat takes Into account Don won ten retract targets (e. G. Dustless owner, builder) and what particular issue (e. G. , data, functionality) is being addressed. The Open Group Architecture Framework (known as TOGA) (Figure 2): This framework mainly has four components such as: business architecture, application architecture, data architecture and technical architecture. Business architecture explains how business processes are aligned to meet the organizational goals. Application architecture describes how the applications are designed and explains the relationship between industry wide applications. Similarly Data architecture explains how the enterprise data are stored and accessed and finally technical architecture is responsible for explaining the interactions between software and hardware infrastructure. It mainly relies on already existing, proven technologies and products and tries to give a well-tested overall starting model which can be further extended. Although TOGA describes itself as framework, Session (2007) categorized TOGA as architectural process rather than an architectural framework. Session (2007) further extends Coachman explains how to categories the artifacts and TOGA gives the process to create them. So for an organization like MEG international Togas Architecture Development Method (ADAM) (Figure 3) provides a strategic process for moving from generic to specific enterprise architecture. Therefore taxonomy like Coachman and an architectural process like TOGA seem very much appropriate for MEG to adapt Enterprise Architecture as strategy. . 2 Re-engineering Re-engineering could also be interpreted as reverse engineering or radical redesign of a business process which disregards all the traditions and assumptions of the past business processes or procedures and develops new one aiming to leap forward in performance and this seems essential for MEG International. Reengineering process involves in identifying the characteristics of an already engineered product or services and the processes involved in developing those, then redesigning all the processes from the scratch to improve current productivity or customer satisfaction. Hammer Champs (1993) describe business re-engineering as the fundamental rethinking and radical redesign of an entire business system to achieve dramatic improvements in critical measures of performance. Reengineering is most often called business process reengineering which is aimed to accomplish tremendous changes within an organization and underpins all the possible outcomes to maintain a true competitive advantage among the competitors. Reengineering focuses on identifying and abandoning outdated rules and assumptions and creating new rules, work methods and workflow to achieve organizational goals aiming to increase productivity, product quality and customer satisfaction drastically. Harshly company need to lamben tly ten problems Ana want can De ten solutions to TAX them. If that cannot be fixed by some other means or change process then a basic re engineering model must be developed, then companys core processes should be redesigned and final stage is to adopt the new design. Re-engineering is not a simple task to accomplish, it requires fundamental rethink and radical redesign of business processes. For effectiveness it requires structured and analytic approach to generate aromatic improvements in cost reduction, quality improvements, customer satisfaction, speed etc. Pick] Reengineering (Hammers Champs, 2003, p. 2) Companies that are in deep competitive differences with their competitors, companies who have managers who can see problems arising like MEG and start on re-engineer the business before all their competitive advantage are wiped off. Hammer and Champs (1993)gs rhetorical question of reengineering is that If I were re-creating this company today, given what I know and the current level of technology, what would it look liker. Focus on fundamentals, radical redesign element, the potential for dramatic results and business process orientation must be addressed while answering the question. Fundamentals like what the organization does, why it is done that way, what are the tactical aspects, should be addressed while designing re-engineered process what should be. Superficial changes and quantum leap in performance is the must while re-engineering not only marginal enhancements and improvements. These changes should address current business process, plus implement improved and simplified processes that improve value to he customer. . Critical risks to re-engineer organization and successful change implementation Re-engineering the organization processes or business process reengineering (BPR) can produce drastic change and improvement in the organizational processes if implemented successfully. However if it is not implemented correctly it will not work as advertised and fail to meet the high expectations. Re cent surveys show that about 70% BPR fail and some organizations that have put massive effort in BPR are only able to gain marginal benefits (Davenport, 1993). These figures indicate that re- engineering has high risk but also organizations are ready to take the risk because the output when executed efficiently can be astounding. Some of the risk that could derail BPR process can be no support from senior managers, focusing on automating current processes before reengineering process is identified, making technology alone dependent on change process and not identifying the limitation of the current Information technology infrastructure. Other directly impacting difficulties that BPR can face involves employee resistance to change, not addressing employee concerns, Alsatian AT strategy goals, lack AT learning overslept Ana commitment. Including all these risks main critical factor is that organization must be truly committed to change in the re-engineering process with full support of senior level management. At Meg international even though Latino thought that everyone would be excited by the prospects of organizational change, only few expressed any enthusiasm for understanding general management. Most of the divisional heads were not clear on what re-engineering process is and were misinterpreting the concept in their own words which created an anxiety among most of the employees which resulted in loss of number of good technical staff. These were clear signs that most of the divisional heads were not ready to help in the re-engineering process that was very bad sign for Mona Lisa to start with. Since the BPR is a high risk process and involves high level of tasks to achieve, it can never be one man Job; it stresses the use of team throughout the process. Lisa however didnt show any initiative in having a team; as a result her rigorous efforts were wasted and ultimately lead to her resignation. If I was in her position then my first priority of this project loud be to create team of experts from different parts of organization to understand the business processes and technical infrastructure, and hire few members in the team from outside who have better understanding of re-engineering process who will be responsible for explaining the management team what re-engineering actually is and what we are planning to achieve. It is unlikely that an organization can ignore the existing infrastructure and implement a process from scratch. It is more realistic to acknowledge the resources available and any real constraints and develop fundamental understanding of their implications on the process redesign (Davenport, 1993). After the process is redesigned, available Information Technology should be used to facilitate the implementation of new process that rules out the possibility of technology to be the limited factor. While process re-engineering is not a technology endeavourer, IT is recognized as having a critical role to play in re- engineering efforts, primarily as an enabler of new operational and management processes (Davenport and Short 1990; Hammer and Champs 1993; Davenport 1993). However, IT in itself cannot be held responsible for the ultimate success or allure of the business strategy. When skillfully applied, IT can provide support for the intermediate processes that taken together comprise the execution of an organizations strategy. Since organizations culture is an important aspect and cannot be ignored in the change process, the framework that I will be using during re-engineering process is Muckinesss seven S diagram (Figure 4) because it encapsulates the key components of an organization and has Shared Values (or Culture) at its centre. 2. 1 Systems:- These are the processes, methods, procedures, rules, techniques, technology, manuals, etc. Hat ensures that work is undertaken efficiently and accurately. These are the essential part of an organization to guide the management and staff. Therefore key to BPR process is to understand current systems and redesign them, often as Davenport (1993) highlights, new processes are enabled by new technology wanly ultimately engages employees to learn new techniques. 2. 2 Structures:- After the key processes are redefined, the next step would be to restructure the organization to match along these processes. The new form of organizational structure that aims to break the traditional types of structure, particularly eructation and divisional structures is required. Hammer Champs (2003) recommend a move to much flatter structures organized around the processes, whereas Davenport (1993) recommends a multidimensional matrix structure, with process responsibility as a key dimension (p 160). To achieve this, Johansson et al (1993) states: the new organization must accommodate a balance between functional expertise and process involvement and goes on to say it is essential to remove functional barriers (IPPP). 2. Staff:- As per Henley (1991) Staff is the quality and quantity of people employed and anger has the role of motivation, reward systems, the structure of Jobs and team work (pap). Davenport (1993) expresses gain-sharing (Pl 10), lateral promotion, upgrade from role title to process title (Pl 1 1), and interesting and challenging through work role rotation, he believes encourages employees to redesign the processes to eliminate their own Job. In contrast to Davenports expression BPR to some extent will be involved in down-sizing and right-siz ing the workforce. 2. Skills:- Henley (1991) defines skills as The competences the organization needs in its people in order to perform difficult tasks to a high standard (pap). The BPR redefines the roles that should enhance and provide space for skills development where Hammer Champs (1993) add New World of Work where Jobs change from simple tasks to multi-dimensional work. This means Job preparation changes from training to education, from rule following to exercising Judgment and managers change from supervisors to coaches and executives change from scorekeepers to leaders(p 169). . 5 Strategy:- The main task in BPR is to discover the organizations strategy and of what rives competitive advantage in a particular industry; the industrys value chain and the basis for competition, and how a particular company seeks to gain competitive edge Monsoon et al 1993, pap). BPR decisions and strategic decisions involving new processes new structure and new staff mindset is extremely diffic ult to achieve but managers should be trained to articulate their Process vision driven by Business Strategy Davenport (1993, Pl 27). By style Henley (1991) means the philosophy, values and shared beliefs adopted by managers in their use of power (pap). BPR should be able to change the way hinge are done in the organization and behavioral changes. Process innovation involves massive change, not only in process flows and the culture surrounding them, but also in organizational power and controls (Davenport, 1993, Pl 3). 2. 7 Shared Values:- Andrews Stick (1994) state that in successful reengineering business operations, individual belief systems become aligned with the stated beliefs of the organization (Pl 15). Reengineering will definitely have a big impact on the cultural aspect of an organization under new processes, structure, staff role, management tragedy and style but re-engineering demands that employees deeply believe they work for their customers, not for their bosses(Hammer Champs, 1993, pap). BPR should establish new process teams linked by common values where employees must believe in self empowerment, self management and rewards based on skills must be used. Following this structure would provide me path to develop perfect strategy that would enable me to lead my team to successful re-engineering process at MEG international that would significantly improve the performance of the business processes. 3. Justification for Change in an Organization Change is inevitable in an organization, the organizations unable to keep up with the change; cannot match up with the fast changing market and their survival will be in question. There are many things, events, or situations that occur in an organization or its external environment that affect the way a business operates, either that can be positive or negative. To cope with these occurrences, situations or events; every organization has to fundamentally alter the way they do business. Thus we can say the statement Change is an ever-present feature of organizational life, both at an operational and strategic level. Therefore, there should be no doubt regarding the importance to any organization of its ability to identify where it needs to be in the future, and how to manage the changes required getting there. Consequently, organizational change cannot be separated from organizational strategy, or vice versa is very true. There are mainly four reasons that organizations need to changes that can be market changes, increased competition, external forces, and internal forces. 3. 1 Market changes The international demand for quality products, low prices, better service and increased level of client satisfaction are the key for the organizations change the way they do business in current global economy. To match these ever changing needs companies are Trace to Tort collaborative arrangements, cooperative ventures Ana even alliances. Social and political pressures have always been there for the organizations. Employee values, needs, priorities and their motivations are always influenced by the political and social events. To match up with their needs its essential for managers to adjust their management styles and arrange comfortable environment for employees. . 2 Increased competition In past where there were technology was not advance enough and there was less global competition with slower moving business environment where change occurred incrementally and infrequently. But now challenges organizations face is different, globalization has created both opportunities and challenges forcing firms to make drastic changes not only to compete but to survive in the market. Globalization is basically driven by technological advances, international economic integration and domestic market maturation (cotter 1996). Even companies operating in small entries can feel the impact of global competition. 3. 3 External forces External driving forces are those kinds of situations or events that occur outside of the company and they are beyond the control of an organization. External forces can be expressed under these sub-classifications: Demographic Characteristics: The change in population and their density come under this classification that can trigger organizational changes. This mainly includes changes in age, gender, race, and increase in diversity. Technological developments: In current business environment technology plays vital role in any organization. The Internet has revolutionized the way in which information is exchanged, communication facilitated and commerce conducted. Technology is rapidly changing and effective management demands more knowledge in these areas in order for companies to manage their resources and develop, maintain or keep their competitive edge. It is essential for organizations to adapt technology to improve productivity and market competitiveness. Since technology is fastest changing entity, any business missing to follow the technological changes might loose their competitiveness or wiped off completely from the market. . 4 Internal Forces Internal driving forces are those kinds of situations or events that occur inside the company and they controlled if there is proper initiative taken. Internal forces can be expressed near tense sun Human resource factors: -classification: People change more frequently and they bring in their changed perceptions in the organizations. Their perceptions about the work and work environment, their expectations from their managers and colleagues, flexibility and balance between work and their life etc could act as important factor for organizational change. To increase employee motivation, and improve their commitment and dedication towards work, their stresses, sources of conflict, work overload, and ambiguity need to be identified and eliminated. Managerial behavior/decisions: Excessive interpersonal conflict is often a clear sign that change is needed. Due to the important role of the manager in introducing and managing change in the organization, skills training and capacity building programmer for both manager and employee might be necessary. It is suggested that a better strategic approach to change is where organizations and heir people continually monitor, sense and respond to external and internal environment in small steps as an ongoing process (Burners, 2004). Early model of change was developed by Lenin (cited in Burners 2004, p. 985) consisting of three- stage process. First stage is unfreezing which is mainly aimed at overcoming or dismantling the existing mind set that are resisting change. Secondly the change implementation which can be of lot of confusions where old ways are challenged and new ideas have not been fully stable. Final stage he called is refreezing stabilizing hang within organizational culture, norms, policies and practices in order to ensure the new behavior is sustained in individuals.

The Theme of Humanity in the Poem Hawk Roosting Essays

The Theme of Humanity in the Poem Hawk Roosting Essays The Theme of Humanity in the Poem Hawk Roosting Paper The Theme of Humanity in the Poem Hawk Roosting Paper Essay Topic: Literature Hawk Roosting is one of Ted Hughes many poems which describes nature and animal savagery. In this particular work, Hughes details the characteristics of a regal hawk, ruling over its domain. Although it may seem to be a simple descriptive piece, Hawk Roosting actually maintains a duality throughout each verse. Not only is it a vivid description of a living being, the poem is Ted Hughes critique on humanity. Beneath its surface is a stark reminder of how our weaknesses are degrading us into common animals. The first verse paints a scene of a hawk resting on the treetops: I sit in the top of the wood, my eyes closed Inaction, no falsifying dream Between my hooked head and hooked feet: Or in sleep rehearse perfect kills and eat. Straight away the poem asserts the dominance of the bird. The words Top of the wood suggests the hawk is a predator, high up in the food chain. It is also an animal that lives for hunting as every day it will rehearse perfect kills and eat in its dreams. Similarities can be drawn which shows that we are just like the hawk. Humans dominate the world and we constantly invent new ways of simplifying our lives. At the most basic level, we kill and eat like all animals do. The writer uses this verse to establish the hawk as a symbol of all humanity. Therefore, when he further illustrates the hawk later on, he is actually pointing out our habits and tendencies. The allegory of the hawk symbolizing humanity continues into the second and third verses: The airs buoyancy and the suns ray Are of advantage to me; And the earths face upward for my inspection. It took the whole of Creation To produce my foot, my each feather: Now I hold Creation in my foot. These verses further develop the idea that the hawk is a supreme creature. It looks down on its realm and controls all the animals. Therefore, it is able to hold Creation in my foot. On the other hand, as the hawk actually represents us, the writer is also commenting on mankind. The airs buoyancy and the suns ray correspond to natural resources and how they are of advantage to us. Instead of letting the course of nature take over our lives, we control the Earth as it face upward for our inspection. The phrase It took the whole of Creation suggests that humans see themselves as the ultimate species. Overall these two verses emphasize the fact that we are the rulers of the Earth. The world is metaphorically our oyster, a small thing that is easily held in our grasp. As the poem progresses into the fourth verse, the hawk awakes from its stillness and takes flight: Or fly up, and revolve it all slowly I kill where I please because it is all mine. There is no sophistry in my body: My manners are tearing off heads - Firstly the writer projects an image of the hawk flying above with a birds-eye view as the world revolves. Interestingly, it is the hawk that is doing the revolving. All of its dominion merely orbit around it. The hawk also owns its territory so it can kill where I please. These first two lines is a link to the last verse which further underlines the hawks supremacy. Similarly, we exploit the Earth because we believe it belongs to us. Although we consider ourselves a civilised race, the writer points out that some of our methods are far from graceful. In fact, he describes our way of living as tearing off heads. For example, we factory-farm animals for profit and we invade other countries to quench our thirst for fuel. As we become the masters of our planet, we grow insensitive to the fact that our greed is causing us to regress back to savages. The poem turns even more chilling as it enters the fifth verse: The allotment of death. For the one path of my flight is direct Through the bones of the living. Here the hawk is a metaphorical grim reaper. Its job is the allotment of death. From this verse we also perceive an image of the hawk swooping down on its prey as it flies through the bones of the living. The writer describes this as the one path of my flight that is direct. He is implying that the only constant element in a hawks life is to kill. Just like the hawk, we can allocate death as well because the earth is our domain. During our lifetimes we sacrifice the lives of many other creatures to fulfil our desires. We kill animals for food and we hunt exotic species for commodities. We are not that different from the hawk, after all. The final verse stresses the permanence of the hawks reign: The sun is behind me. Nothing has changed since I began. My eye has permitted no change. I am going to keep things like this. The phrase the sun is behind me implies that even the sun is a supporter of the hawk. Here the writer conveys yet another image to us. The suns rays are chasing after the hawk as if following a great leader. Nothing can unseat it from power. On the other hand, this verse also criticises the human aversion to change. For example, people still pollute the planet even though they know it can cause climate change and natural disasters. The last three lines highlight this fact. We have not done anything in the past to amend our mistakes Nothing has changed since I began. We are unwilling act now My eye has permitted no change. We will not abandon our methods in the future I am going to keep things like this. This is the heart of Ted Hughes criticism. We humans, as the masters of this world, are continuously destroying our planet because we are reluctant to change our wicked ways. In the end, Hawk Roosting is fundamentally an illustration of a magnificent creature. Nevertheless, Hughes masterfully embedded his critique on humanity into the poem. Just like the hawk, we are predators. However, our prey is nature and its resources. We are no better than cruel savages. Hawk Roosting is Hughes attempt at making us aware of this fact. Ultimately, his wish is that we preserve a better world for future generations.

Help Desk Essay Example | Topics and Well Written Essays - 3750 words

Help Desk - Essay Example The frequent responses are irritation, tension, lack of concentration, headache and palpitation among others. .There is vital distinction in the way that people interact with their surroundings and as a result, it has extensive consequences in terms of survival. Stress is an implication that the pressures of the outside world are disturbing a person. The response to stress by an individual is often in such a way that it influences not only him/her but the surrounding as well. Due to the excessive stress in today's lifestyle, people usually perceive stress to be a harmful experience, whereas biologically, stress may be positive or neutral, not just negative. (Panzareno, 1) It is a natural response from a human that upon encountering a danger, the body starts to gear up by handling it through 'Fight or flight' principle. As a result of this, certain purposeful modifications take place in the body. Consequently, these changes continue until the danger continues. After the threat is gone, the body resumes its normal state and functioning. Such instantaneous, transitory effects are the 'short term effects of stress'. But when stress is constant or recurring, the body continues to secrete pertinent hormones as a result of which, the blood level stays constantly at an above normal point and thus the related modifications continue. The body then goes through stress along with an overburden which is because of the side effects of the steadily high level of stress hormones. As a result of this mechanism, certain irretrievable physiological costs in the brain and relevant physical indications such as organ damage take place. The long term symptoms among others include chronic head ache, mood swings, anxiety disorder, memory disturbances, heart attack, stroke, weight loss and sleeplessness. After the stress factor vanishes, it often happens that the manifestations of stress continue till the time that treatment is done for it. (SF, 1) Stressful Environment in Support Centre Users contact support centre very now and then with their technical issues. The anger and irritation of the users' often find Help desk agents as their targets, where they are vented out. Due to experiencing technical issues, users require a channel for their stress since it can't be taken out on a computer or a software. As a result, either deliberately or subconsciously, users victimize those who are assigned the task of making efforts to find solutions for their problems. This makes the agents, recipient of the stress to which they are exposed to. This situation is worsened even more when the help desk agents objectify the user while finding a technical problem solution; agents forget the fact that usually a "difficult" user is behaving in such a manner due to the stress which they are facing, it may often be termed as temporary insanity. When faced with moments of stress arising due to technical breakdown, users turn impolite and misbehave with the agents, even though their anger is about the problem

Objectives and Targets Step for Making Music Festivals Essay

Objectives and Targets Step for Making Music Festivals - Essay Example The festival has been identified to be offering different accommodation services to the visitors or audiences through camping fields. The visitors are also provided with the opportunity of bringing caravans as well as campervan for their accommodation during the festival. Visitors are also offered with the opportunity of having both on-site and off-site camping services (Glastonbury Festivala, 2014). The main objective of this project includes the evaluation of the increasing count of visitors who attend or participate in this Greenfield festival. Depending on the evaluation, project strategies regarding the provision of appropriate accommodating facilities to the increasing rate of audience inflow are formulated. In this regard, for attracting the major portion of the visitors, the objectives of the business are provided hereunder. Arrangement for accommodation for the audience of the Glastonbury Festival has always been a tedious job taking consideration of the fact that every year this Greenfield festival brings in a new and increased count of a population that may even cross few millions (Glastonbury Festival). In this regard, the audience for the accommodation service does not depend on any specific gender and age. In addition, the festival is identified to attract the youth to a large extent. In this regard, the specific target audience for the accommodation will be to attract 40 percent of the youth as well as normal adults. The specific target audience for the festival will also comprise both luxury and classic services. The accommodation services are segregated on the basis of luxury as well as a classic so that visitors are able to have their accommodation on the basis of their preferences (Glastonbury Festivalc, 2014; Glastonbury Festival; Guardian News and Media Limited, 2014). The accommodation services offered in the Glastonbury festival is based on certain factors that include privacy, room space, access to the festival, car parking facilities and  catering services.  

Screening America in Hollywood Film Essay Example | Topics and Well Written Essays - 5000 words

Screening America in Hollywood Film - Essay Example Besides, post-war cultural changes affected the society as a whole and this is evident in the portrayal of male and female protagonists in general. Similarly, anxieties around gender identity resulted in the change in traditional gender roles, and it ended up in the formation of realistic role model for the working woman. Within this scenario, it is evident that post-war cultural changes and anxieties around gender identity forced the directors to portray the images of gender in post-war Hollywood cinema with difference. Thesis statement: The close examination of the images of gender in post-war Hollywood cinema, considering the ways in which films of this period illustrate both post-war cultural changes and anxieties around gender identity proves that post –war cultural changes resulted in the ideal image of professional male and suburban housewife, change in traditional gender roles, the image of working-class masculinity, the desire for sexual passivity, portrayal of weak male sexuality, female dissatisfaction, anxiety over changing nature of masculinity, unacceptability towards war-time masculinity, and the portrayal of gender roles as social constructions, and anxieties around gender identity resulted in the change in traditional gender identity, portrayal of tensions between male and fem ale members, changing female role (sexual freedom), conflict with disrupted gender roles, change in gender roles related to free education and loans for loans for homes and businesses, portrayal of the influence of consumerism over female gender role, the general urge to link femininity to domesticity, disrupting home life, and emergence of realistic role model for the working woman (special references to the post-WWII films related to post-war cultural changes and anxieties around gender identity). One can see that the WWII resulted in the mass migration from urban areas to suburban areas within the different states in US. To be specific, this can be

Case Study On Marketing With Facebook

Case Study On Marketing With Facebook 1. Introduction What makes Facebook so successful and why it is used by all companies today for marketing? These are the two questions are going to be answered in this paper. There are other social networks available like Friendster, Orkut, Myspace etc. still Facebook is preferred due to the number of users using Facebook, amount of customization provided and peer pressure to stay in competitive in the market. With more than 500 million users and many adding many more adding every day, Facebook has become the preferred choice of marketers who are looking for more innovative ways to outsmart their rivals in all fronts. Mark Zuckerberg is the founder of Facebook and it was started in 2004. It was open to all users worldwide in 2006 and it has grown in such a speed that if Facebook was a country it would have been 6th most populated country in the world. According to marketingcharts.com, US market share of Facebook in Social networking websites and forum is 61% of the total market share is for Facebook. 1.1 What is Facebook? Facebook is a social networking site which was started in 2004 by Mark Zuckerberg. It has 500 million active users. Any person who is 13 years old or more and who have a valid email address can create a user profile in Facebook. Users can create a profile page, add others users in Facebook, can add their common interest groups, communicate with each other, can share photos etc, see news feed, applications etc. According to December 2010 report of Alexa.com an Internet market research company, Facebook is the second most visited website in the world just behind Google. To visit Facebook visit the link www.facebook.com and it looks as shown below. 1.2 Introducing Facebook Marketing to Business The question all the companies ask is how it will help them. What will be ROI on investing in Facebook for marketing? Anyone can create a Facebook page, but an official representative of a business can create a Page and can serve it as an admin to the page. Admin can have security given to the Page like approval needed by admin to join the page or denying permission for user from a particular demographic region. Pages are designed to provide basic information of the page and can have discussion boards, ability to comment by user assessing the page and also uploading user generated contents. Benefits for Business to Consumer marketers are that they can use this page to generate more interests in their customers. B2C were the first marketers to realize the potential of using Facebook for marketing as they can use this page to generate interests in their new products, or generating news feed using user participation which allowed them to generate more participation and also word mouth to increase their popularity. It also allowed company to improve companys search engine rankings. Benefits for Business to Business Marketers are using Facebook as a feedback loop where customer can ask any questions or can participate in appreciating a product which will help to leveraging new customers. It can also used by Big companies to share knowledge and help employee communication. To create a Page in Facebook Page, go to http://www.facebook.com/pages and give the necessary details required. 2. Using Facebook in business 2.1 Creating a Page for Business Before you can start marketing in Facebook, you need to be part of Facebook user community. It gives lot of opportunities to organizations to get exposure. In Facebook, your ability to connect and influence the users can be the main factor in success or failure in achieving your objectives. Unlike other marketing fronts, marketing with Facebook is a 2 way model where customer and companies can communicate and share the ideas. You can create an account in Facebook by going to the home page of Facebook which is www.facebook.com. When creating a Page in Facebook main thing to note will be what is the objective of the page and how can you achieve your objective. Facebook doesnt limit the number of users who can become fan of your page. To access a page, the users must become fan of the page. It is a term used by Facebook for the users to connect to a particular page. 2.2 Creating a Facebook Marketing Strategy First step for creating a Marketing Strategy would be to have a nice Facebook page. Facebook pages come in three categories. Local: These pages are for business that would benefit from a strong local market presence. A restaurant or a cafà © can be example for the same. Brand, Product or Organization: These pages are for larger businesses which can include also non-profit organization. Example for the same would be SAP, Versace, and Red Cross etc. Artist, Band or Public Figure: These pages are used by popular artist or celebrities. Barack Obama and Kraftwerk can be good examples for the same. The best way to create a good Facebook page would be to keep some points in mind like keep it simple, fresh, specific to the product or company and main would be to think about the fan base. If these points are considered thought fully we can create a very good page. Please see an example of a page. This is a Facebook page of Nike football Deutsch. You can create a page by going on the link http://www.facebook.com/pages and once created we can start with customizing of the page. Apart from some basic element we can customize Facebook according to our liking. There are many tabs which are present in your page like wall tab where users can comment on your page, Info tab is used to give information about the company, and other tabs can be used according to companies requirement. For example we can have event tab where we can show upcoming event of the company or products, some other tabs are videos tab and photos tab. You can also have applications in your tab. We can have discussion tab for users to use effectively communicate about our existing product or upcoming products. Once we have created a page, next step would be to think about the privacy. We can have different privacy ranging from limiting users from a certain demographic area to limiting users based on age group. 2.3 Advertising your Facebook page Now that we have created a page, we need to advertise our page. We need to have more user interaction in our page that gets noticed. There are many ways to promote our page in a smart way. The following are the smart ways to promote. Adding Application One of the ways is to add application to our page. We can do by posting in our wall and also in the news feed of users who are there in your page. Facebook has different apps for different categories like Business, Entertainment, and Sports etc. Posting information We can post some link of the company newsletter or blogs which are interesting news about your company or business. Commenting on Discussion tab By commenting to members discussion or your page shows that you are engaged in the feedback and this adds value to the discussion. This will make your customers more eager to discuss various things and will show your transparency. When a user become fan of our page, it is shown on their wall and can be seen by others who have not seen your page and this can help in promoting your page indirectly and this can be effective as this can be a way for endorsement of our product or business. 3. Strategies for Advertising Success There are different ways to advertise in Facebook. Some of the key strategies are as follows. Our marketing strategy should be based on following objectives like Building brand awareness, Increasing Sales, and active participating in discussions with the customers. 3.1 Different Advertisement Strategies Building brand awareness A brand is something how you define your business or product. It is a major factor in defining marketing goals which can help in creating more brand awareness in our existing and potential customers. Here you can discuss with your customers to know about customer needs. You can promote about your presence in Facebook by using your company website or using printed newsletter. You can also sent email to people who are not in Facebook about your page. Increase Sales Main aim of advertising is increasing sales. Facebook page can be used to promote various offers and discount in your products. You can have a link in Facebook which will lead the customers to your company website where they can read more about special offers and various things about your brand. Facebook Marketplace can also be a nice place to advertise if your products are tangible goods. You can have some exclusive events to Facebook customers using events tab. This way you can show them you are taking the Facebook customer seriously and it can also increase the fans for your page. Participating in discussion You can discussion with your customers from your page. There is a discussion tab which can be used for many things. We can use these results when we are thinking about launching a new product. Facebook ads are like online banner ads. But here when a user clicks on the ad it will redirect them into your page, Facebook ads are made of image, some information and a title. Ads on Facebook are purchased with pay for clicks (CPC) and pay for impression (CPM). You can buy Facebook ads by going on the link www.facebook.com/advertising. If you go to the link you can make the advertisement. You can have your specification listed like what demographic region you are targeting and other specifications are needed and then Facebook will calculate the cost for the advertisement. Below is the way how you can create an advertisement on Facebook. Next step in advertising on Facebook is deciding on the budget you want to spend on advertising. For example, a Blog will cost nothing, a podcast can cost around $2000 but for advertising using Facebook is free unless you add some apps or have dedicated advertising created using Facebook advertising. The real cost of creating a steady stream of content in your website which has to be managed. 3.2 Buying and Selling in Facebook Marketplace This is a free service from Facebook where you can buy and sell products. Here users can have classified ads for the following category like For Sale, Housing, Jobs, Rentals etc. We can access this website from the link www.facebook.com/marketplace which is as shown below. Here we can sell anything which is advertising our Tangible goods. This can be a good way for selling goods as this is free service and we dont need to spend any money on the same. So whatever goods sold in this way can be added to our profit. 4. Facebook Viral Marketing Facebook Apps have become the most important tool for the marketers. There are more than 52000 apps in Facebook according to Facebooks Statistics. Facebook apps are the software application that we can integrate in our Facebook page or profile which can add a unique personality to our page. We can either create our own apps or we can use other apps. There are many apps which is available for free and also we can have a pay per install model. In this model we need to pay when a user installs the apps. To see the list of apps go to the link www.facebook.com/apps/directory.php which can seen as below. There are different categories of apps available and we can select apps according to our needs. 4.1 What is Viral Marketing? Viral Marketing means how your marketing suddenly gets popular among the customers. The sudden rise in popularity of your brand can be termed as viral. When you offer good incentives, customers get excited and through word of mouth your brand will get popular. 4.2 Different ways to promote Facebook Viral Marketing The main aim of viral marketing is to create more brand awareness and to increase sales. Keeping this in mind, we can have Contest, free gift etc. In the end we can have more customers visiting our Facebook page and also can visit our company website. We can have the following things keep in mind while making the promotional contest. Keep it simple Keep the competition simple. Dont try to put complicated rules. If the competition is simple more users will try the contest. Offer an exciting price Customers are always excited when the price you give is nice. Better the gifts more customers will try the contest. Price neednt have to be pricey. We need to think about giving some unique prices like pre event party tickets, meeting a celebrity or putting the winner in companys new advertisement. Use existing fan base Getting noticed with a promotional event is the hardest part in Facebook contest. You need to promote this event using your company website or through the Facebook pages wall etc. Run the promotional event for a month The promotional event should run for at least a few weeks up to a month. We need time for word of mouth advertising. The more time we keep the promotional event active more users will check the event. But it also has some drawbacks like it shouldnt be running for more time as it can also have a negative feedback from the customer as they might think we are not updating our Facebook page regularly. Integrate it with media campaign This is the most important part for making the event successful. We need to promote the event on our company website and other mediums through which we do our advertising. In this way we can have more users using this event and we will also generate a viral effect. We can use Facebook ads to promote our event which can be visible by larger audience and we can be sure of the event turning out to be a large success. There were many companies who tried to use this promotional event for getting popularity increased. The best example for the same is recent promotional campaign launched by Burger King. In this campaign they asked all the users to delete 10 friends from their friend list to get a free whopper burger from Burger King. This promotional event became so popular that they had to shut down the event. These are just examples which show that you dont need to spend high money or give away cost prices to attract more people. We can use surveys to collect statistics for market research. This can be done in Facebook and it will also be more cost effective and accurate than the normal way to data gathering. There are many free Facebook apps available for survey like Polls, Daily experience survey, YouGov etc. We can use these survey apps integrate into our page and can be used effectively to know more about what customer thinks about our brand and can interact with them directly to find more ideas for improvement. Below is one of the example of how survey application look like. We need to join this application to add this to our page. You can use Facebook connect to have broader reach of the viral marketing to Third-party websites, devices or applications. Facebook connect was launched in December 2008 and since then more than 15000 websites, application and devices have implemented it successfully. Facebook connect is a feature through which you can extend your Facebook platform to other websites and ask Facebook users to use their login of Facebook to connect to that Facebook- Connect enabled website. The best of Facebook Connect is that it is free of cost. The main feature of Facebook Connect is that using this facility, Facebook users can interact on other websites which will be reflected in the Facebook. The best part of Facebook Connect is that it eliminates the users from registering to a new website for accessing them. This makes users more convenient to surf your websites, blogs etc. For example, if you want to upload or wanted to comment in CNN.com previously it was necessary to have a username and password but now using the Facebook connect facility users doesnt need to have a registered account with CNN. If you have a Facebook account you can directly access the website by giving your Facebook account details which is shown as below. To integrate this Facebook connect feature to a website, we must register and receive an API (Application Programming Interface) key via Facebook Developer Apps page. To get more insights of Facebook Connect visit the following link http://developers.facebook.com/docs/guides/web. It is free to register for a Facebook API key. Once we have the API Key, we can create a Facebook app and configure it to point it our website. This is termed by Facebook as Callback URL field. The above mentioned features are mainly responsible for creating Viral marketing of our brand. This if done properly can surge our sales to amazing levels. 5. Social Media Optimization (SMO) In the last couple of years search engine has become an important tool for online business but these days Social media optimization (SMO) has become most popular techniques to promote products and services in the market by the mediums of various social media book markings and Facebook has provided a unique and new medium for the marketer to innovate and reduce their cost of advertising. Search engine optimization techniques can be broadly classified into two Categories into two which are on-page optimization and off-page optimization; these techniques are very helpful for improving traffics for a website. Some point should be included in social media optimization Know how to target your audience create content create a SMO strategy Book marking and tagging Increase your link ability SMO should be a continuous process 6. Advantages of using Facebook in Business Facebook platform has turned out to be one of the most powerful platforms for business since the invention of Adwords by Google. Below are the key benefits of using Facebook. More Activities in our Facebook page can work as a SEO for search engine Any users in Facebook can find about our brand with the help of Facebook page. Marketing is not limited to a demographic region in Facebook Attracts more Clients Run promotional events for Fans Can Sync our company website to our Facebook Blog Can deal with unsatisfied customer more conveniently 7. Conclusion As we can see marketing with Facebook can never be termed as highly complex thing. It is simple and easy way to attract more customers in this modern competitive world where competitors are constantly trying to outsmart their rivals to gain more market share. Creating a Facebook page is a free and easy way to increase your visibility of your brand. Using different techniques like Events, Facebook Ads, Promotion, Discussions and all a company can increase their reach globally. There are more than 500 million of users and to advertise to these users using old marketing way of TV, Radio and all can be very expensive. So this is a cost effective and latest way to improve your Sales using the latest technology trend which is Facebook.

short story :: essays research papers

It was one of those nights that the sky was clear and the stars were visible. I had just defeated the stress of finals and was now ready to be back in action; the late night activity of the San Francisco underground scene was calling my name. It is where a person could go and walk down one street and probably visit at least 30 clubs by doing this. There was a particular flavor I was in search of this night, something that could make me exert my body to its fullest extent. I needed to go and release some stress by dancing at a club, I needed to let loose. When my friends Mike, Christina and I arrived in San Francisco our first destination was the Cat Club. It was a seedy little place hosted the break beat and jungle music. It wasn’t much to look at it, with its dark entrance and several vagrants sleeping in the street near the entrance. A different crowd hung out there. It was a mixture of old dance party burnouts and very young ambitious club-goers. I felt confident though, I was going to go in there and knock the crowd’s socks off. I was in my best fits (outfit); I was wearing my black old school Adidas running suit with white stripes, and a black Kangol hat. The Adidas Superstar shoes that I was wearing had my white fat laces in them, to add a little flavor, but the shoes themselves looked almost war torn; they were scared from many other late nights.   Ã‚  Ã‚  Ã‚  Ã‚  As the line moved forward closer to the entrance of the club, I could feel the pulsating vibes of the music like a gust of wind every time the door was opened to allow other patrons into the club. It sounded wild in there, I was outside and I wanted to be in there so bad. Just the sound of the music and feeling of the vibration was making me more anxious then ever. I felt like a little kid waiting for Christmas. I needed to be inside, on the dance floor, just it and me. I was going to dance tonight. Suddenly, the line had stopped. What was going on? This couldn’t be happening I needed to be inside; I needed to feel weightless and sweaty from some fast paced break dancing. My legs were jittery with anticipation.

Lewins Model of Organisational Change Essay

Example of repositioning Another current example is McDonalds who has lost touch with consumers and global changing needs of consumers (health issue) and are trying to reposition themselves capitalising on their competencies like store location and convenience to update their brand offerings. A brand’s market share and profitability may be strengthened by repositioning. Repositioning can be accomplished by: – physically changing the product – changing the price – changing distribution – changing image through promotional efforts – aiming product at a different target market Repositioning When a product or brand’s position creates an unfavorable circumstance, the company’s marketing team may seek to reposition it. Repositioning is the process of changing consumer perceptions of a brand relative to competitors. It involves a sweeping process that must be implemented at the strategic level, thereby affecting every part of the company. It cannot simply be a marketing ploy, which might arouse the suspicions of consumers. Repositioning is the process of changing consumer perceptions of a brand relative to competitors. In the positioning map shown in Figure 5.9, Nissan did not have an advantage with regard to either safety or speed. The marketing department, after seeing the results, might try to reposition Nissan on the variable of safety. Repositioning would involve improvements in the safety features of the automobile (in the design and manufacturing departments), a promotional campaign to inform consumers of these changes (marketing), public relations releases announcing the results of new safety tests when they favor the company, and an overall company focus on safety. Such a strategy includes informing all employees about the new approach and rewarding those who suggest innovations and improvements related to safety of the automobiles.  If successful, a future positioning map would show Nissan moving up on perceptions of safety. The Hyundai example from earlier in this chapter serves as an example of effective repositioning. The company moved from perceptions of being cheap and low quality to a new position based on improved consumer perceptions of quality. Product re-positioning Sometimes during its existence, a company may notice that its products’ image is outdated, or can be improved. Then the company starts re-positioning its products in customer’s perception. Re-positioning consists in identifying a new, unoccupied market position and promoting the product based on the new criteria. Re-positioning is suitable for minimizing company’s own products’ competition. The business is trying to make a difference in the way the consumers perceive the similar products they furnish. Re-positioning requires a sustained promotional campaign and bring forward many risks.

How did the nation-state emerge Essay Example

How did the nation How did the nation-state emerge Essay How did the nation-state emerge Essay Russia, England, and Japan) and so these regimes were required to permit the empire to appear attractive in national drag[8]. This could mean that this national drag disguised the features as imperialising mission and suppression of other nations, by figuring themselves as nations and not empires. So the absolutist state used nationalism as a tool to manage the population. We saw the state manages the population through many ways and one of the best sociological understandings of state management comes from Giddens work. Modifying Foucaults view of power he argues that through surveillance the state manages the population and economy. He believes this is a key attribute of modern states. The populace in return resists this surveillance. Table 1. 1 elaborates each category of rights that correspond to a particular dimension of surveillance including some examples. These surveillance techniques were not free from weakness. People were still to belong to something: judgments were made on biological, cultural, territorial or religious difference. These are being practiced even today. For example in order to qualify for citizenship rights people have to be a member of that particular territory. In the case of America immigrants need to pass a citizenship exam[9], which is also what the British government is looking into at the moment. Those who do not fit particular categories do not qualify for citizenship rights. However there is another concern here. What is it to be American for example? As seen in Andersons study, there is no doubt that imagined culture exists. I was born between an American father and a Japanese mother. I only hold American passport. Is being American to be half Japanese and half American? Imagined belongingness prevails also within the context of qualifying for citizenship rights. In sum the state has the power to include and exclude people from its territory and through this they can practise nationalist ideology. Category Type of surveillance Locale of resistance Example Civil Rights Surveillance as policing Judicial and punitive organisations controlling deviant conduct Law court the locale for resistance, but extends to all situations in which this type of surveillance carried out If I was wrongfully arrested then I have the opportunity to claim that I am not guilty as charged! Political Rights Surveillance as reflexive monitoring of state administrative power Parliaments the locale for resistance but extends to all situations in which this type of surveillance carried out In 1834 six farm workers from Tolpuddle, Dorset were found guilty on trumped-up charges related to their membership in a clandestine trade union. Soon, petitions pleading for mercy were pouring into Parliament. Free pardons had been granted to all six men. Economic Rights Surveillance as management of production (This surveillance is that of, for example, fordism or taylorism: a scientific management of production) Workplace the locale. Main settings for resistance are found in the mechanics of collective bargaining trade unions and employers. (The state stays out of this locale of resistance) If I am fed up with how my manager treats me I will bring this up with my trade union representative. Unison is a public worker trade union. Each organization has several representatives to give advise and pressure the right people as appropriate.

How May Sensory Changes Affect essays

How May Sensory Changes Affect essays How May Sensory Changes Affect the Everyday Lives of Older People? Our awareness of the world occurs through physiological mechanisms that process afferent, sensory information. Like all physiological mechanisms these are subject to detrimental changes as the body ages. It is essential to understand these changes so that we can meet any extra requirements that may ensue. This is increasingly important as the proportion of the population that is elderly steadily rises. Individuals over the age of 65 now account for 16% of the population (OPCS, 1991a). This essay will identify the problems that arise for the elderly and suggest ways they can be managed. Gustation shows least age-related decrement because, unlike other neural cells, taste receptors have life spans of only a few days and are continually replaced. Salt and sucrosecan easily be identified at all ages, but more complex taste stimuli (eg. carrot) cause difficulties for old people, suggesting that olfaction, rather than gustation, might be impaired (Doty et al., 1984). Olfaction shows marked age-related decline with 25% of 65-80 year-olds, and 50% of people over 80, reporting anosmia (Doty et al., 1984). Possible causes include atrophy of the olfactory bulb (Ordy volume of the layers of the bulb (Bhatnagar et al., 1987) and a decreased number of olfactory neurons (Hinds Taste and smell are important for the sensory and hedonic experience of eating and if they are impaired the physical and social pleasure of eating is degraded. Fortunately, these sensory losses can be largely offset by using flavour enhancers (Schiffman ...

E-commerce Literature review Example | Topics and Well Written Essays - 2750 words

E-commerce - Literature review Example E-commerce will embody the selling of anything from goods and services by the use of internet using computers that are linked together. Gunasekaran and Ngai (2005) in contrast to Adham & Ahmad (2005) argue that beyond being strictly committed to internet businesses, e-commerce also involves improvement in business functions for traditional retailers. They also argue that it also helps face many businesses tasks including development, marketing, communication, sales and more. These innovations in prevailing business functions radicallydevelop productivity, sales and more. According to Gunasekaran and Ngai (2005) and Shin-Ping (2008), e-commerce is doing various businesses via the internet, since these days the world has become a web in which one has to worry about other businesses, and have an interaction, collaboration and exchanging of various business data with other businesses. However, Boateng, Heeks, Molla and Hinson (2008) there is some concern about the security of e-commerce and this is done through the examination of the current status of the framework under the e-Privacy Directive, and contemplation concerning the inclusion of a harmonized framework in the Data Protection Directive. Their findings show that in order for these connections to happen, there has to be a connection between one organization and another. E-commerce enables information interchange on demand to a unified platform where a company can connect to all its partners and customers and integrate easily. Many companies tend to work together for producing ecommerce platforms whichimprove their customers’ experience as it increases their brand awareness. According to Blythe (2012), Bharadwaj and Soni (2007) and Sumanjeet (2010), for these companies to achieve this, they have to ensure that their websites are compatible with Search Engine Optimization (SEO), easy to use by the customers and other back-end prospective, and it was

Attachment Disorder Essay Example | Topics and Well Written Essays - 1500 words

Attachment Disorder - Essay Example When we examine the word 'attachment', it provides us a vision in the realm of socio-emotional development and measures the security of infant-mother attachment that proves equally successful in documenting systematic associations between development at the end of the first year of life and subsequent functioning as late as the early school-age years (Belsky & Nezworski, 1988, p. 4). Attachment theory as defined by Bowlby from its beginning was concerned with the implications of atypical patterns of attachment as well as the formation and course of normal infant-parent relationships. In order to explain the theoretical part of attachment disorder, Bowlby formulated his ideas of personality development to explain the link between early emotional deprivation and later pathology as a guide for the diagnosis and treatment of emotionally disturbed children and families. Thus, 'attachment' acts as a tool that exists in between psychopathology and normal development. Investigations carried out in a number of laboratories suggests that infants whose relationships with their mothers can be characterized as secure as opposed to insecure using the Strange Situation paradigm generally look more competent as toddlers, preschoolers, and even as children beginning public school. This does not indicate that individual differences in the security of attachment are deterministic of later development, but rather that theoretically meaningful associations between development in infancy and later functioning have been repeatedly established in studies focusing upon socio-affective functioning. The meaning of attachment disorder associated on the basis of attachment theory stipulates that feelings of security and control when grow out of the infant-mother relationship contribute to the regulation of 'attachment affect' or 'disorder' where the establishment of other social relationships, and the child's negotiation of subsequent developmental tasks evaluate the extent to which the child is affected from the disorder. Many researchers argue that misconceptions attributed to attachment theory do not support the basic assumption of guiding attachment research in context with the relationship between mother and infant. Reactive Attachment Disorder The diagnosis of attachment disorder is based upon the scientific enquiry and is described as ICD-10, Reactive Attachment Disorder or RAD that marks the severe disorders of attachment affecting children. RAD takes place whenever the process of developing relationships starts perturbing, thereby finding it very difficult to maintain social relations. The RAD analyzes disorders that evolve from distortions in the adaptive functioning of anxiety in early development. Anxiety serves as indicator to this disorder that prompts infant distress signals and proximity-seeking behaviour that, in turn, elicits regulatory assistance from the caregiver, reducing the likelihood of harm. Thus in order to avoid RAD, separation distress may be adaptive in the context of responsive, sensitive care giving. Clinical implications of attachment disorder provide significant insight into the common foundations of typical and atypical development which can be described at multiple levels. On the