Examining The Implications Of Process Free Essays

Modern decision-making support system (DAMS) technology is often also needed for complex SAD, with recent research calling for more integrative DAMS approaches. However, scholars tend to take disintegrated approaches and disagree on whether rational or political decision-making processes result in more effective decision outcomes. In this study, the authors examine these issues by first exploring some of the competing theoretical arguments for the process-choice-effectiveness relationship, and then test these relationships empirically using data from a crisis response training exercise using an intelligent agent-based DAMS. We will write a custom essay sample on Examining The Implications Of Process or any similar topic only for you Order Now In contrast to prior research, findings indicate that rational decision processes are not effective in risks contexts, and that political decision processes may negatively influence both response choice and decision effectiveness. These results offer empirical evidence to confirm prior unsupported arguments that response choice is an important mediating factor between the decision-making process and its effectiveness. The authors conclude with a discussion of the implications of these findings and the application of agent-based simulation DAMS technologies for academic research and practice. Keywords: Agent Software, Agent Technology, Decision Support Systems (ADS), Distributed Decision Making Systems, Knowledge Management, Security Management, Strategic Planning Introduction Strategic decision-making (SAD) involves the methods and practices organizations use to interpret opportunities and threats in the environment and then make response decisions (Shirtwaists Grant, 1985). Modern decommissioning support system (DAMS) technology is DOI: 1 0. 4018/just. 0100701 01 often also needed for complex SAD, with recent research calling for more integrative DAMS approaches (Moral, Foregone, Cervantes, Carried, Guppy, Agleam, 2005; Phillips-Wren, Moral, Foregoing, Guppy, 2009). Such DAMS technologies offer the type of rich and powerful research technology littorals with a high degree of external and internal validity as well as reliability required for integrated decision support (Moral et al. , 2005; Ill, Duffy, Whit- Copyright 0 2010, GIG Global. Copying or distributing in pri nt or electronic forms without written permission of GIG Global is prohibited. International Journal Of Decision Support System Technology, 2(3), 1-15, July-September 2010 field, Bayle, McKenna, 2009; Linebacker, De Spain, McDonald, Spencer, Clottier, 2009; Mustachios Susann, 2009; Phillips-Wren et 2009). Conditions of uncertainty in highly turbulent environments (e. G. , crisis espouse), by nature, further complicate the SAD process, and may limit decision making effectiveness (Ramirez-Marquee Afar, 2009). At issue is the presumed need for speed of response where logic dictates that a satisfactory decision that is made quickly is superior to an optimal decision made too late. Two of the most commonly accepted, and widely employed decision making processes in these contexts are political behavior and procedural rationality (Frederickson Mitchell, 1984; Hart, 1 992; Eisenhower Kickback, 1992; Dean Sherman, 1993; Hart Binary, 1994; Reader, 2000; Hough White, 2003; Elba Child, 2007). ROR research advocates that ‘political’ processes will be more effective in these contexts, and that ‘rational’ decision processes will be less effective in unstable environments (Frederickson Mitchell, 1984). Subsequent research considered the effectiveness Of processes in ‘high velocity environments and advocated that rational decision-making processes will allow for faster response and will be more effective than political decision-making processes in these contexts (Bourgeois Eisenhower, 1 988; Eisenhower, 1989). Hart (1992) later expanded on these arguments to develop a framework for session-making processes involving a variety of forms stemming from political or rational bases, and also argued that ‘rational’ approaches should relate positively to effectiveness, while more ‘political’ approaches should not. Collectively, the literature on the effectiveness of these SAD processes across a variety of settings is in conflict as some studies suggest that rational decision-making processes will be positively related to effectiveness (Bourgeois Eisenhower, 1988; Eisenhower, 1989; Hart, 1992) and political decision-making processes will not be effective (Hart, 1 992), while Others advocate for political decision- aging processes and against rational decision-making processes (Frederickson Mitchell, 1984). Given this conflict, and the fact that these differences are largely unresolved empirically, one contribution of this study is that we examine the effectiveness implications of political and rational SAD processes. Through doing so, we offer some clarification and resolution of the conflicting predictions and findings of Frederickson and Mitchell (1984), Bourgeois and Eisenhower (1988), and Hart (1992). Further, while the inclusion off mediating role for response choice is well theorized, it is also largely untested empirically in prior work. Therefore a further contribution of this study is that we also seek to take into account this mediating role of choice on decision effectiveness. In this study we address several specific research questions: 1) Does variation in the decision-making process result in variation in response choice; 2) Does variation in response choice result in variation in decision effectiveness; and 3) Can we also trace the effectiveness of different SAD processes as mediated through particular response choices? Since management can influence the SAD processes, question three is likely to be of more interest than question woo. However, if we only look at the direct relationship between SAD processes and effectiveness (I. E. , Dean Sherman, 1996), we might be attributing differences in effectiveness to process variation when these variations did not actually influence choices. Thus, we need to adequately discern which SAD processes are more effective in these situations and produce the most effective outcomes. Addressing these questions helps to clarify the integrated influences of process and choice on strategic decision-making effectiveness. This paper proceeds as follows: 1) We review related research on SAD, and leverage prior theory to develop hypotheses for an integrated process-choice-effectiveness SAD model; 2) We examine the model and hypotheses through empirical analysis of data from a crisis response training exercise using an agent-based simulation decision support system technology; 3) We present and discuss the results Of our analyses in relation to the model and hypotheses; Copyright 0 201 0, GIG Global. Copying or distributing in print or electronic September 2010 3 and 4) We conclude with a discussion of our findings along with implications for practitioners and future academic research. Theory’ development Prior work by Dean and Sherman (1993, 1 996) offers an integrated decision-making model, for framing this study of SAD process-cooperativeness’s. Their work examines the assumptions underlying the relationship between decision- making processes, response choices, and SAD effectiveness. The model proposes that variation in decision-making process (political or rational) will produce different response choices, which result in variation in SAD effectiveness. However, empirical testing of their model is limited to the relationship between political and rational decision-making processes and variation in effectiveness alone, excluding the intermediate response choice arable. As the potential mediating implications of the response choice intermediate variable are thereby unexamined, we extend and examine Dean and Chairman’s (1996) model to clarify the conflicting arguments in the prior SAD literature. We do this through examining the full model with the inclusion of the mediating relationship of response choice through our application to an extreme decision-making context (crisis response). Our approach is as follows: 1) We extend Dean and Chairman’s (1996) strategic decision-making relationship and effectiveness model of variation in process, response choice, and effectiveness by expanding heir effectiveness model to include the potential mediating effects of intermediate choices; and 2) We then examine the competing arguments for process effectiveness in this context from Frederickson and Mitchell (1984), Bourgeois and Eisenhower (1 988), and Hart (1992). In Dean and Chairman’s (1996) model variation in the strategic decision-making process (e. . , Political or Rational approaches) produce variation in response choice, resulting in variation in effectiveness. The effectiveness outcomes therefore depend on the following: 1) The strategic decision-making process utilized, and 2) The response strategy choices implemented. In order to clarify the conflicting dominant arguments in the literature for process effectiveness under uncertainty, as well as test the theorized mediating role of choice, we develop several base-line hypotheses to be roughly consistent with the previous literature. Replicating Dean and Chairman’s (1996) model: Hypothesis 1 : Variation In strategic decommissioning process will be related to variation in effectiveness. Examining the sub elements of the implied Dean and Sherman (1996) model: Hypothesis 2: Variation in strategic decommissioning process will be related to variation in response choice. Hypothesis 3: Variation in response choice will be related to variation in effectiveness. To examine the full model as proposed by Dean and Sherman (1996), which proposes a mediating relationship but only examines the direct relationship, we distinguish between the direct effect of SAD process on effectiveness (HI) and a mediating relationship acting through response choice. Whereas, Dean and Chairman’s (1996) original model has choice as endogenous to the strategic decision-making and effectiveness relationship, we model response choice as an intermediate step and consider this as an expansion of the strategy decision-making and effectiveness relationship. We therefore derive hypothesis 4 to examine whether response choice has both a mediating and direct effect Examining the full Dean and Sherman (1996) model: Hypothesis 4: Variation in strategic decommissioning process and variation in response choice will be related to variation in effectiveness. Copyright C 2010, GIG Global. Copying or distributing in print or electronic 4 International Journal of Decision Support System Technology, 2(3), 1-15, To examine the conflict in the literature regarding the inconsistency among the Frederickson and Mitchell (1984) and Bourgeois and Eisenhower (1988) propositions for uncertain and high velocity environments, as well as the Hart (1992) propositions for effectiveness by type of decision-making process, we develop hypotheses AAA and b: Hypothesis AAA: In highly turbulent environments, Rational decision-making processes should be positively related to effectiveness, while Political decommissioning processes should not have a positive relationship with effectiveness (Bourgeois Eisenhower, 1 988; Hart, 1992). Hypothesis b: In highly turbulent environments, Rational decision-making processes should be negatively related to effectiveness, while Political consummating processes should have a positive relationship with effectiveness (Frederickson Mitchell, 1984). Analytical considerations Study context Crisis events (I. E. , natural disasters, terrorism, etc. ) are environments characterized by varying levels of turbulence and ambiguity (National Commission on Terrorist Attacks, 2004). While government organizations differ from those in the private sector, research in the management field on SAD may be applicable to government organizations dealing with crisis events. For example, the core task of organizations is the creation and/or maintenance of a fit between the organizations’ internal strengths and capabilities and the demands placed on them by their environments. Government organizations must also draw upon unique resources and capabilities across various departments and levels of government to respond to challenges in their environments. Similarly, the levels of turbulence and ambiguity present in a government agency operating environment may also be direct contributors to the difficulties inherent to SAD in these contexts. The nature of the environmental pressure, turbidity, and outcome implications make this a unique and challenging operating environment. Prior related work on this topic from other fields includes the development of homeland defense strategy for the White House (KUDUS, 2004), the modeling of disease outbreaks (Ravager Longing, 1985; Kurd Hare, 2001; Kaplan, craft, win, 2002, 2003; Bank, Gull, Kumar, Marathon, Cravings, Tutorial, Wang, 2004; Craft, Win, Wilkins, 2005). Further uses have included numerous academic, government, and practitioner publications on epidemiological, terrorism response, and homeland security and defense strategies (Deutsche, 1 963; Hoffman, 1981; Hugh Selves, 2002; Ramirez-Marquee Afar, 2009). Sample data We test our model and hypotheses using data collected from a multi-step approach consisting of an experiment (a U. S. Department of Homeland Security training exercise called Measured Response (MR.)) in conjunction with an intelligent agent-based simulation. We use this data to examine the extended Dean and Sherman (1996) model and the associated hypotheses for variation in SAD process, choice, and effectiveness. We use a computational experimentation methodological approach to do this. This approach consists of two steps: 1) Using a validated survey instrument to collect data on strategy process and choice from a lab experiment with actual practitioners grouped into several response teams; and 2) An intelligent agent-based simulation utilized in the exercise to produce data on the effectiveness of the groups’ SAD processes and response choices. We test our model and its hypotheses through empirical analysis of a sub sample of 268 combined observations from the survey and simulation data collected from the exercise. Better 2010 5 Measured Response Exercise. The MR. Homeland Security training exercise consisted of nine teams of human agents comprised of three to five individuals each (representing their actual functional responsibilities in most asses) to play the roles of the Departments of Homeland Security (DISH), Health and Human Services (DISH), and Transportation (EDT) at the local, state, and federal levels. These human agents operated In a â€Å"Joint Operations Center environment where they were able to execute a variety of decisions and respond interactively to changes in the simulated environment the rough the exercise. Simulation Model. The Measured Response training exercise utilizes a synthetic environment as the decision support system technology for the exercise. This system uses a dynamic virtual computer simulation environment to simulate the outbreak ND dispersion of a biological agent on a mid-sized city in the United States. This outbreak affects tens of thousands of computer-based intelligent agents. These agents approximate the diversity of behavioral characteristics and demographics of the actual modeled population for the city. Additionally, we utilized pathogen-specific data from the Centers for Disease Control (CDC) in the simulation model to ensure the attack takes place in a realistic manner on the virtual population of intelligent agents. Further, the organizational aspects of the simulation model incorporate data from actual DISH and CDC response plans. The simulated scenario therefore replicates the actual characteristics Of a real-world attack in which the decommissioning process and response strategy choice can significantly affect outcomes in terms of infection rate, contagion spread, population death rate, and public mood. Given these factors, these types of decision support system technologies offer a rich and dynamic simulation environment, which largely alleviates the common concerns previously associated with using simplistic homegrown or off-the-shelf simulation tools in academic research (Linebacker et al. 2009; Mustachios Susann, 2009). Specifically, our training exercise utilizes thousands of different participant decisions on a variety of teams, at multiple levels, which affect thousands of computerized agents who respond dynamically to the collective participant inputs, as well as each Agnes response behavior to the inputs (See Structured, Meta, ornerier, 2005; Harrison, Line, Carroll, Carrey, 2007 for more detail on simulation modeling). Additionally, conflicting criteria prevent exercise participants from â€Å"gaming† the system and drive the multiple measures of effectiveness. Thus these types of decision support system technologies offer the type of rich and powerful research technology littorals with a high degree Of external and internal validity as well as reliability required for integrated decision support (Lie et al. , 2009; Linebacker et al. , 2009; Mustachios Susann, 2009). Measures Dependent variables. The dependent variable in our study consists of an integrated composite measure for decision effectiveness. This approach is consistent with recent research advocating integrated process and outcome measures for decision-making support system evaluation (Moral et al. , 2005; Phillips-Wren et al. , 2009). While the decision objective is to contain or control the outbreak and minimize totalities, the need to maintain acceptable levels of public mood complicates this objective. Therefore the decision makers must consider the outcome of their decisions choices in terms of containing the outbreak and impact on public mood. How to cite Examining The Implications Of Process, Essays Examining The Implications Of Process Free Essays Therefore a further contribution of this study is that we also seek to take into account this mediating role of choice on decision effectiveness. In this study we address several specific research questions: 1) Does variation in the decision-making process result in variation in response choice; 2) Does variation in response choice result in variation in decision effectiveness; and 3) Can we also trace he effectiveness of different SAD processes as mediated through particular response choices? Since management can influence the SAD processes, question three is likely to be of more interest than question two. However, if we only look at the direct relationship between SAD processes and effectiveness (I. We will write a custom essay sample on Examining The Implications Of Process or any similar topic only for you Order Now E. , Dean Sherman, 1 996), we might be attributing differences in effectiveness to process variation when these variations did not actually influence choices. Thus, we need to adequately discern which SAD processes are more effective in these situations and produce the most effective outcomes. Addressing these questions helps to clarify the integrated influences of process and choice on strategic decision-making effectiveness. This paper proceeds as follows: 1) We review related research on SAD, and leverage prior theory to develop hypotheses for an integrated process-choice-effectiveness SAD model; 2) We examine the model and hypotheses through empirical analysis of data from a crisis response training exercise using an agent-based simulation decision support system technology; 3) We present and discuss the results Of our analyses in relation to the model and hypotheses; Copyright C 2010, GIG Global. Copying or distributing in print or electronic September 201 0 3 and 4) We conclude with a discussion of our findings along with implications for practitioners and future academic research. Theory development Prior work by Dean and Sherman (1 993, 1 996) offers an integrated decision-making model, for framing this study of SAD process-cooperativeness’s. Their work examines the assumptions underlying the relationship between decision- making processes, response choices, and SAD effectiveness. The model proposes that variation in decision-making process (political or rational) will produce different espouse choices, which result in variation in SAD effectiveness. However, empirical testing of their model is limited to the relationship between political and rational decision-making processes and variation in effectiveness alone, excluding the intermediate response choice variable. As the potential mediating implications of the response choice intermediate variable are thereby unexamined, we extend and examine Dean and Chairman’s (1996) model to clarify the conflicting arguments in the prior SAD literature. We do this through examining the full model with the inclusion of the mediating allegations of response choice through our application to an extreme decision-making context (crisis response). Our approach is as follows: 1) We extend Dean and Chairman’s (1996) strategic decision-making relationship and effectiveness model of variation in process, response choice, and effectiveness by expanding their effectiveness model to include the potential mediating effects of intermediate choices; and 2) We then examine the competing arguments for process effectiveness in this context from Frederickson and Mitchell (1 984), Bourgeois and Eisenhower (1988), and Hart (1992). In Dean and Chairman’s (1996) model variation in the strategic decision-making process (e. G. , Political or Rational approaches) produce variation in response choice, resulting in variation in effectiveness. The effectiveness outcomes therefore depend on the following: 1 ) The strategic decision-making process utilized, and 2) The response strategy choices implemented. In order to clarify the conflicting dominant arguments in the literature for process effectiveness under uncertainty, as well as test the theorized mediating role of choice, we develop several base-line hypotheses to be ugly consistent with the previous literature. Replicating Dean and Chairman’s (1996) model: Hypothesis 1: Variation in strategic decommissioning process will be related to variation in effectiveness. Examining the sub elements of the implied Dean and Sherman (1996) model: Hypothesis 2: Variation in strategic decommissioning process will be related to variation in response choice. Hypothesis 3: Variation in response choice will be related to variation in effectiveness. To examine the full model as proposed by Dean and Sherman (1 996), which proposes a mediating relationship but only examines the erect relationship, we distinguish between the direct effect of SAD process on effectiveness (HI ) and a mediating relationship acting through response choice. Whereas, Dean and Chairman’s (1996) original model has choice as endogenous to the strategic decision-making and effectiveness relationship, we model response choice as an intermediate step and consider this as an expansion of the strategy decision-making and effectiveness relationship. We therefore derive hypothesis 4 to examine whether response choice has both a mediating and direct effect Examining the full Dean and Sherman (1996) model: Hypothesis 4: Variation in strategic decommissioning process and variation in response choice will be related to variation in effectiveness. Copyright 0 201 0, GIG Global. Copying or distributing in print or electronic 4 International Journal of Decision Support System Technology, 2(3), 1-15, July-September 201 0 To examine the conflict in the literature regarding the inconsistency among the Frederickson and Mitchell (1984) and Bourgeois and Eisenhower (1988) propositions for uncertain and high velocity environments, as well as the Hart (1992) propositions for effectiveness by type of decision-making process, we develop hypotheses AAA and b: Hypothesis AAA: In highly turbulent environments, Rational decision-making processes should be positively related to effectiveness, while Political decommissioning processes should not have a positive relationship with effectiveness (Bourgeois Eisenhower, 1 988; Hart, 1992). Hypothesis b: In highly turbulent environments, Rational decision-making processes should be negatively related to effectiveness, while Political decommissioning processes should have a positive relationship with effectiveness (Frederickson M itchell, 1984). Analytical considerations Study context Crisis events (I. E. , natural disasters, terrorism, etc. Are environments characterized by varying levels of turbulence and ambiguity (National Commission on Terrorist Attacks, 2004). While government organizations differ from those in the private sector, research in the management field on SAD may be applicable to government organizations dealing with crisis events. For example, the core task of organizations is the creation and/or maintenance of a fit between the organizations’ internal strengths and capabilities and the demands placed on them by their environments. Government organizations must also draw upon unique resources and capabilities across various departments and levels of government to respond to challenges in their environments. Similarly, the levels of turbulence and ambiguity present in a government agency operating environment may also be direct contributors to the difficulties inherent to SAD in these contexts. The nature of the environmental pressure, turbidity, and outcome implications make this a unique and challenging operating environment. Prior related work on this topic from other fields includes the development of homeland defense strategy for the White House (KUDUS, 2004), the modeling of disease outbreaks (Ravager Longing, 1985; Kurd Hare, 2001; Kaplan, craft, win, 2002, 2003; Bank, Gull, Kumar, Marathon, Cravings, Tutorial, Wang, 2004; Craft, Win, Wilkins, 2005). Further uses have included numerous academic, government, and practitioner publications on epidemiological, terrorism response, and homeland security and defense strategies (Deutsche, 1 963; Hoffman, 1981; Hugh Selves, 2002; Ramirez-Marquee Afar, 2009). Sample data We test our model and hypotheses using data collected from a multi-step approach consisting of an experiment (a U. S. Department of Homeland Security training exercise called Measured Response (MR.)) in conjunction with an intelligent agent-based simulation. We use this data to examine the extended Dean and Sherman (1996) model and the associated hypotheses for variation in SAD process, choice, and effectiveness. We use a computational experimentation methodological approach to do this. This approach consists of two steps: 1) Using a validated survey instrument to collect data on strategy process and choice from a lab experiment with actual practitioners grouped into several response teams; and 2) An intelligent agent-based simulation utilized in the exercise to produce data on the effectiveness of the groups’ SAD processes and response choices. We test Our model and its hypotheses through empirical analysis of a sub sample of 268 combined observations from the survey and simulation data collected from the exercise. Copyright C 201 0, GIG Global. Copying or distributing in print or electronic September 2010 5 Measured Response Exercise. The MR. Homeland Security training exercise consisted of nine teams of human agents comprised of three to five individuals each (representing their actual functional responsibilities in most asses) to play the roles of the Departments of Homeland Security (DISH), Health and Human Services (DISH), and Transportation (EDT) at the local, state, and federal levels. These human agents operated in a â€Å"Joint Operations Center environment where they were able to execute a variety of decisions and respond interactively to changes in the simulated environment throughout the exercise. Simulation Model. The Measured Response training exercise utilizes a synthetic environment as the decision support system technology for the exercise. This system uses a dynamic virtual computer simulation environment to simulate the outbreak ND dispersion of a biological agent on a mid-sized city in the United States. This outbreak affects tens of thousands of computer-based intelligent agents. These agents approximate the diversity of behavioral characteristics and demographics of the actual modeled population for the city. Additionally, we utilized pathogen-specific data from the Centers for Disease Control (CDC) in the simulation model to ensure the attack takes place in a realistic manner on the virtual population of intelligent agents. Further, the organizational aspects of the simulation model incorporate data from actual DISH and CDC response plans. The simulated scenario therefore replicates the actual characteristics Of a real-world attack in which the decommissioning process and response strategy choice can significantly affect outcomes in terms of infection rate, contagion spread, population death rate, and public mood. Given these factors, these types of decision support system technologies offer a rich and dynamic simulation environment, which largely alleviates the common concerns previously associated with using simplistic homegrown or off-the-shelf simulation tools in academic research (Linebacker et al. , 2009; Mustachios Susann, 2009). Specifically, our training exercise utilizes thousands of different participant decisions on a variety of teams, at multiple levels, which affect thousands of computerized agents who respond dynamically to the collective participant inputs, as well as each agent’s response behavior to the inputs (See Structured, Meta, ornerier, 2005; Harrison, Line, Carroll, Carrey, 2007 for more detail on simulation modeling). How to cite Examining The Implications Of Process, Essays

The Man Who Would Be King Analysis Essay Example For Students

The Man Who Would Be King Analysis Essay Rudyard Kiplings The Man Who Would Be King is a thematic story on many levels. The underlying themes are to live ones life adventurously, the importance of relationships, and also an allegorical satire of the British Empire. Kipling shows the importance of living life in several ways. The first way is by showing the potential rewards of taking chances, the second is showing how Peachy and Daniel set an example by acting instead of just thinking. Kipling also uses his book to demonstrate the nature of relationships. He does so with his depiction of the Masonic order, the meeting of the characters Peachey and Kipling, and the bond that adventure creates between Daniel and Peachy. Another topic that Rudyard touches on allegorically is the nature of imperialism in British Empire. He allegorically demonstrates imperialism through Peachey and Daniels conquest of the savages and the way he shows the characters beliefs of self-superiority shown. We will write a custom essay on The Man Who Would Be King Analysis specifically for you for only $16.38 $13.9/page Order now Actually living life is a topic that Rudyard Kipling touches upon in his book. The main way that Rudyard uses the theme of living life in the book is by showing how rewarding fully living life can be. One situation where the rewards of living in the moment are shown is when Peachey asks Kipling to deliver the message to Daniel. Kipling goes out on a limb and takes on the request, taking advantage of the opportunity for adventure. His reward is the experiences and friendships made because he took on the task. Adventure and living life are pretty much synonymous in this book. Living in the moment leads to adventure and adventure itself is very rewarding. Therefore Kipling shows that it is rewarding to live in the moment. Everyone would be a little more engaged in life if they realized just how rewarding living in the moment can be. Another topic explored is the concept of relationships, more specifically the relationship of brotherhood. Its interesting to see how Kipling takes the concept of the Masonic Order and uses it to display the power of relationship. An example of this is at the beginning of the book where Peachey steals Rudyards watch, but upon discovering that they were of the same brotherhood, (the Free-Masons,) he feels obligated to return it. Masonic brotherhood is used again when Peachey simply expects Kipling to comply with his and Daniels crazy plan. The Masons may have negative connotations surrounding them, but this book really shows the positive atmosphere of brotherhood that they have created. Relationships are further explored when Peachey meets Kipling for the first time. Its funny how Peachey reveals so much of his personal plans to Kipling, despite not really knowing anything about him. After immersing Rudyard in his life by requesting that the message be delivered, he effectively create s a relationship with him, be it positive or negative. From there, the relationship grows just from their interactions throughout the book. One cant really call their relationship a friendship, but it is still interesting to see how they are connected after their initial meeting on the train. In a way, relationships tie into the first thematic topic as well because friendships are made and strengthened by shared experiences. Imagine how close Peachey and Daniel must have been after first serving together in the British Military, planning the conquest of a small city (explained in the next paragraph,) and actually trekking through the country of Afghanistan in order to get to the small city that they were to conquer. This short story has many parallels, some obvious and some not. One of the less obvious is the subtle satire of British Imperialism. The first parallel shown between this story and the actual British Empire is the air of superiority that Peachey and Daniel carry. They genuinely expected that they should become kings. This is obviously shared in the British lets conquer the world! attitude. Although all empires must have a firm belief in their superiority, the British are especially good examples of overconfidence. In the story however, Daniel thwarted his own campaign for conquest when he started to believe his own lies; The main lie being that he is the re-incarnated son of Alexander the Great. At first he is just lying so he can become a God in the savages eyes, but he gets caught up in it enough that he started to believe that indeed he was a supreme being. The way that this became his downfall is when his bride-to-be proved he was only mortal by biting him and drawing blood. Sinc e this book is obviously allegorical of Imperialism it seems that Rudyard is sort of predicting how the British Empire might corrupt its own mission for domination by feeding into its own dogma (Walt, 2009). .uc744a798acb52252c35a0a8eb94a0734 , .uc744a798acb52252c35a0a8eb94a0734 .postImageUrl , .uc744a798acb52252c35a0a8eb94a0734 .centered-text-area { min-height: 80px; position: relative; } .uc744a798acb52252c35a0a8eb94a0734 , .uc744a798acb52252c35a0a8eb94a0734:hover , .uc744a798acb52252c35a0a8eb94a0734:visited , .uc744a798acb52252c35a0a8eb94a0734:active { border:0!important; } .uc744a798acb52252c35a0a8eb94a0734 .clearfix:after { content: ""; display: table; clear: both; } .uc744a798acb52252c35a0a8eb94a0734 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uc744a798acb52252c35a0a8eb94a0734:active , .uc744a798acb52252c35a0a8eb94a0734:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uc744a798acb52252c35a0a8eb94a0734 .centered-text-area { width: 100%; position: relative ; } .uc744a798acb52252c35a0a8eb94a0734 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uc744a798acb52252c35a0a8eb94a0734 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uc744a798acb52252c35a0a8eb94a0734 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uc744a798acb52252c35a0a8eb94a0734:hover .ctaButton { background-color: #34495E!important; } .uc744a798acb52252c35a0a8eb94a0734 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uc744a798acb52252c35a0a8eb94a0734 .uc744a798acb52252c35a0a8eb94a0734-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uc744a798acb52252c35a0a8eb94a0734:after { content: ""; display: block; clear: both; } READ: Drug Use EssayIf this is the case and Rudyard Kipling was predicting the decline of the British Empire, it would be self-mockingly considering that Rudyard Kipling himself was an Englishman. This leads one to believe that Rudyard Kipling either has a healthy sense of humor, perhaps he doesnt really consider himself part of the British Empire, or maybe he had an internal conflict with the idea of Imperialism. The last Imperialistic parallel shown in this book is the theme of Imperialistic disillusionment. As stated earlier, what puts a halt to Daniel and Peacheys conquest is how Daniel fools himself into believing he is a god, and that he does indeed have the right to enfor ce his will upon the savages. Although negative, one has to also keep in mind that it requires a large degree of overconfidence and self-disillusionment for Peachey and Daniel to even think that the great feat of conquest that they strive for was actually achievable. The British, like many other empires, also fool themselves into believing that their own conquests are somehow moral and justified. It seems then, that perhaps in order for an Empire to be able to gain any power it has to have some dogma, realistic or not, to ride upon. As one can see, Rudyard Kiplings The Man Who Would Be King is a great story that manages to be chock-full of thematic meaning as well. The themes shown range from advice such as living ones life in the moment and taking opportunities for adventure, to exploring the relationship of brotherhood and shared experience, to the allegorical portrayal of the British Empire. The Man Who Would Be King Analysis Essay Example For Students The Man Who Would Be King Analysis Essay Rudyard Kiplings The Man Who Would Be King is a thematic story on many levels. The underlying themes are to live ones life adventurously, the importance of relationships, and also an allegorical satire of the British Empire. Kipling shows the importance of living life in several ways. The first way is by showing the potential rewards of taking chances, the second is showing how Peachy and Daniel set an example by acting instead of just thinking. Kipling also uses his book to demonstrate the nature of relationships. He does so with his depiction of the Masonic order, the meeting of the characters Peachey and Kipling, and the bond that adventure creates between Daniel and Peachy. Another topic that Rudyard touches on allegorically is the nature of imperialism in British Empire. He allegorically demonstrates imperialism through Peachey and Daniels conquest of the savages and the way he shows the characters beliefs of self-superiority shown. We will write a custom essay on The Man Who Would Be King Analysis specifically for you for only $16.38 $13.9/page Order now Actually living life is a topic that Rudyard Kipling touches upon in his book. The main way that Rudyard uses the theme of living life in the book is by showing how rewarding fully living life can be. One situation where the rewards of living in the moment are shown is when Peachey asks Kipling to deliver the message to Daniel. Kipling goes out on a limb and takes on the request, taking advantage of the opportunity for adventure. His reward is the experiences and friendships made because he took on the task. Adventure and living life are pretty much synonymous in this book. Living in the moment leads to adventure and adventure itself is very rewarding. Therefore Kipling shows that it is rewarding to live in the moment. Everyone would be a little more engaged in life if they realized just how rewarding living in the moment can be. Another topic explored is the concept of relationships, more specifically the relationship of brotherhood. Its interesting to see how Kipling takes the concept of the Masonic Order and uses it to display the power of relationship. An example of this is at the beginning of the book where Peachey steals Rudyards watch, but upon discovering that they were of the same brotherhood, (the Free-Masons,) he feels obligated to return it. Masonic brotherhood is used again when Peachey simply expects Kipling to comply with his and Daniels crazy plan. The Masons may have negative connotations surrounding them, but this book really shows the positive atmosphere of brotherhood that they have created. Relationships are further explored when Peachey meets Kipling for the first time. Its funny how Peachey reveals so much of his personal plans to Kipling, despite not really knowing anything about him. After immersing Rudyard in his life by requesting that the message be delivered, he effectively create s a relationship with him, be it positive or negative. From there, the relationship grows just from their interactions throughout the book. One cant really call their relationship a friendship, but it is still interesting to see how they are connected after their initial meeting on the train. In a way, relationships tie into the first thematic topic as well because friendships are made and strengthened by shared experiences. Imagine how close Peachey and Daniel must have been after first serving together in the British Military, planning the conquest of a small city (explained in the next paragraph,) and actually trekking through the country of Afghanistan in order to get to the small city that they were to conquer. This short story has many parallels, some obvious and some not. One of the less obvious is the subtle satire of British Imperialism. The first parallel shown between this story and the actual British Empire is the air of superiority that Peachey and Daniel carry. They genuinely expected that they should become kings. This is obviously shared in the British lets conquer the world! attitude. Although all empires must have a firm belief in their superiority, the British are especially good examples of overconfidence. In the story however, Daniel thwarted his own campaign for conquest when he started to believe his own lies; The main lie being that he is the re-incarnated son of Alexander the Great. At first he is just lying so he can become a God in the savages eyes, but he gets caught up in it enough that he started to believe that indeed he was a supreme being. The way that this became his downfall is when his bride-to-be proved he was only mortal by biting him and drawing blood. Sinc e this book is obviously allegorical of Imperialism it seems that Rudyard is sort of predicting how the British Empire might corrupt its own mission for domination by feeding into its own dogma (Walt, 2009). .ue6806a8aa22822d94383818975b6adaf , .ue6806a8aa22822d94383818975b6adaf .postImageUrl , .ue6806a8aa22822d94383818975b6adaf .centered-text-area { min-height: 80px; position: relative; } .ue6806a8aa22822d94383818975b6adaf , .ue6806a8aa22822d94383818975b6adaf:hover , .ue6806a8aa22822d94383818975b6adaf:visited , .ue6806a8aa22822d94383818975b6adaf:active { border:0!important; } .ue6806a8aa22822d94383818975b6adaf .clearfix:after { content: ""; display: table; clear: both; } .ue6806a8aa22822d94383818975b6adaf { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ue6806a8aa22822d94383818975b6adaf:active , .ue6806a8aa22822d94383818975b6adaf:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ue6806a8aa22822d94383818975b6adaf .centered-text-area { width: 100%; position: relative ; } .ue6806a8aa22822d94383818975b6adaf .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ue6806a8aa22822d94383818975b6adaf .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ue6806a8aa22822d94383818975b6adaf .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ue6806a8aa22822d94383818975b6adaf:hover .ctaButton { background-color: #34495E!important; } .ue6806a8aa22822d94383818975b6adaf .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ue6806a8aa22822d94383818975b6adaf .ue6806a8aa22822d94383818975b6adaf-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ue6806a8aa22822d94383818975b6adaf:after { content: ""; display: block; clear: both; } READ: My Boyfriend Miguel EssayIf this is the case and Rudyard Kipling was predicting the decline of the British Empire, it would be self-mockingly considering that Rudyard Kipling himself was an Englishman. This leads one to believe that Rudyard Kipling either has a healthy sense of humor, perhaps he doesnt really consider himself part of the British Empire, or maybe he had an internal conflict with the idea of Imperialism. The last Imperialistic parallel shown in this book is the theme of Imperialistic disillusionment. As stated earlier, what puts a halt to Daniel and Peacheys conquest is how Daniel fools himself into believing he is a god, and that he does indeed have the rig ht to enforce his will upon the savages. Although negative, one has to also keep in mind that it requires a large degree of overconfidence and self-disillusionment for Peachey and Daniel to even think that the great feat of conquest that they strive for was actually achievable. The British, like many other empires, also fool themselves into believing that their own conquests are somehow moral and justified. It seems then, that perhaps in order for an Empire to be able to gain any power it has to have some dogma, realistic or not, to ride upon. As one can see, Rudyard Kiplings The Man Who Would Be King is a great story that manages to be chock-full of thematic meaning as well. The themes shown range from advice such as living ones life in the moment and taking opportunities for adventure, to exploring the relationship of brotherhood and shared experience, to the allegorical portrayal of the British Empire.

MIS

MIS Executive SummaryManagement Information Systems (MIS) is one of the key instruments for an organizations survival as it plays a critical role in the banking industry as it does in all other industries. It provides the management with the necessary information in a prompt and accurate manner that can assist them in making decisions, future planning and all other business functions. MIS will enhance the business' overall productivity and support the organizations overall goals.Introduction" When Management Information System (MIS) was young, the holy grail at the heart of our discipline was" how do we [create and] develop information systems that deliver value to the users, on time, and under budget?" thirty years later this questions is still at the core of our craft. Is MIS a failed discipline? Have we gone on for almost three decades without making progress?"1(Briggs, Robert O., Nunamaker, Jay Sprague, Ralph, 2000:5-10)In the beginning of twentieth century, revolution began in know ledge and information then accelerated gradually thereafter(2).Society for the Management of Information Systems ...It became now the foundation for many new services and products where in 1974 applications pushed the limits of human ability. As information system, research advanced so did user expectations. And the question raised is how individuals, organization can adjust in order to leverage the delivery of information technology.(3)The infrastructure of the information technology (IT) affords the base for an organization to construct its information system needed to complete the work and provide the employee with all the necessary information. However, management decisions regarding IT are very critical because it affects employees' productivity and performance and therefore, it may affect the organization's overall success. (4)"[Across all industries] nevertheless, developing countries are increasingly deploying IT to solve their development problems. Lending by the World Bank for[ information technology] (IT) has been growing at...

How to Study History Terms for a Test

How to Study History Terms for a Test When you study terms and definitions for a history exam, the best way to make the information stick is to understand your terms in context or understand how each new vocabulary word relates to other new words and facts. In high school, your teachers will cover what happened in history. As you move on to college history courses, you will be expected to know why an event happened and the reasons each event is important. This is why history tests contain so many essays or long-answer questions. You have a lot of explaining to do! Gather History Terms Sometimes a teacher will give students a study guide that contains a list of possible terms for the test. More often than not, the list will be long and intimidating. Some of the words may seem brand new to you! If the teacher doesnt provide a list, you should come up with one yourself. Go through your notes and the chapters to come up with a comprehensive list. Dont be overwhelmed by a long list of terms. Youll see that they quickly become familiar once you start to review your notes. The list will seem shorter and shorter as you study. First, youll need to locate the terms in your class notes. Underline them or circle them, but dont use a colored highlighter just yet. Review your notes and see which terms appeared on the same day or lecture. Establish relationships between the terms. How are they connected?Pretend that you are writing a news report on the event or topic  and write a paragraph that contains three or four of those terms. Your paragraph should contain a date and the names of any important person who might be related to the significance of the events or terms (like a president).Keep writing paragraphs until you use up your terms. You can re-use a term if one term fits well with two or more clumps. This is a good thing! The more you repeat a term, the more youll understand its significance. Once you have finished making and reading over your paragraphs, find a way to utilize your best learning style. Study Tips Visual: Go back to your notes and use a highlighter to connect your terms. For example, highlight each term in one paragraph green, highlight terms from another paragraph yellow, etc. Make a list of significant people and places for each event situated on the timeline. Then  draw a blank timeline and fill in the details without looking at your original. See how much material you retained. Also, try  putting the timeline on post-it notes and paste them around your room. Walk around and actively note each event. Keep in mind that its not useful to memorize a large catalog of notes on a topic. Rather, its more effective to  establish a  connection between the facts.  Think about events in a  logical order to help you understand them, and consider the use of mind maps, a hierarchical diagram used to visually organize information. Auditory: Find a recording device to record yourself as you read over each paragraph slowly. Listen to your recording several times. Tactile: Make flashcards by putting all the terms on one side of a card and the entire paragraph on the flip side. Or  put a question on one side (eg, What year did the Civil War take place?) and then the answer on the other side to test yourself. Repeat your process until every term seems completely familiar to you. Youll be ready to answer individual definitions, long and short answer questions, and essay questions!

Leadership Essay Example | Topics and Well Written Essays - 500 words - 22

Leadership - Essay Example He gives other people the credit of success instead of taking it himself, and is brave enough to accept his mistakes and amend them when needed. Leader B is very organized and believes in preset rules and regulations. The case mentions that he believes in a clear hierarchy and proper division of work. He also practices empowerment and delegation of tasks to employees but then they are held accountable for good or bad performance, and then are treated accordingly. Good performance leads to appreciation whereas poor performance leads to punishment. These are the prime characteristics of a transactional leader. Transformational leaders create followers because of their inspirational personalities who work hard in the interest of the organization regardless of their personal interests. Leader C also inculcates a sense of pride amongst the employees and does not want to dominate them but be their mentor instead of boss. This ultimately creates a more comfortable working environment. He also induces in them a passion to work towards the success of the organization. The impact of leader B’s appointment as CEO would have a negative effect on overall performance of the company. Employees would become hesitant at giving their ideas or working according to their will with the fear of being punished for bad performance. Their quality of work would be hindered and the inflexibility of leader B would lead to producing average managers in the company instead of leaders. On appointment of leader B, the kind of environment that would be created in the organization would be dull, strict and the employees would lose the passion to work. It will become a half-hearted attempt for them. Overall impact on company performance is likely to be negative if Leader B gets appointed. If Leader C gets appointed, his flexibility of being a mentor instead of boss will allow employees to take

Artist statement-lost wax casting Personal Statement

Artist -lost wax casting - Personal Statement Example For a top quality casting, one must use the finest materials in the market (Fred 11). The contrast of the poodle curving determination can be guaranteed by the carver’s skills (Richards 16). The poodles contrast should be appealing to everyone, and so it matters a lot. Careful and skilled curving will enhance the outcomes (Richards 18). The body posture in lost wax casting is supremely crucial because it also what determines of the poodles final looks (Richards 22). This simply means would you like the poodle to be in a standing, or lying flat position (Richards 22). The most challenging part in casting will occur in balancing, especially if the casting of the poodle is to occur in an upright position (Slobodkin 4). The reason behind this is that the feet are the one to hold all the body weight of the poodle reasoning that the feet are smaller compared to the body (Slobodkin 4). The feet base should be flat so as to enhance an upright position of a casted poodle (Slobodkin

Thums Up Soft Drink Brand Analysis

Thums Up Soft Drink Brand Analysis Launched in India by Parle Agro Pvt. Ltd. Now owned by Coca-Cola. Until leaving India in 1977, Coca Cola was the nations leading soft drink. It was around that time that the Chauhan brothers launched Thums Up, Parles flagship cola drink. The Tough Mans Cola quickly went on to become a nationwide success, dominating smaller players like Campa Cola, Double Seven and Double Cola for over a decade. But all that changed in 1993 for that was when Coca Cola re-entered the Indian market and Pepsi launched here too. Background: Thums Up is a carbonated soft drink (cola) admired and biggest selling brand in India, where its valiant, red thumbs up logo is widespread. Earlier the logo of Thums Up was a red thumbs up gesture of hand with one-sided white sans-serif typography. This would later be tailored and modified by Coca-Cola with giving some blue strokes and a more advance and modern-style. The main motive behind changing the logo was to lessen the dominance of red colour in the signage. Brand Identity of Thums Up: Iconic, victory, celebration, proactive Happiness, brave, excitements Thums Up, Red color, logo Macho, Masculine, adventurous, cool Masculine, risky, courageous Macho, refreshing, adventurous, joyfuluntitled Stage at Product Life Cycle: Thums Up has seen all the stages of product life cycle except decline stage, starting from introduction. When the Brand was doing well, it was taken away from the market because it was giving stiff competition to Coca-cola but Coke had to bring out the brand again to attack all the promotional policy of Pepsi and it was introduced once again. If we talk about current scenario, thums Up is at its Maturity stage. It has grown like anything, has been successful in attracting more and more number of customers and now it has a huge market share. The brand has been successful in capturing the minds of the consumers. Now, all the communication policies of the brand is all about informing consumers that the brand is in the market and doing well. The objective of the communication policy of the brand is to remind people about the strength and status of the brand SWOT Analysis: Weakness Negative Publicity Decline in cash for operating costs No autonomy Strength Strong brand image Good marketing tools Strong distribution channels Different taste Brand loyalty Reasonable price Threat Cut- throat competition New entrants Government regulations Economic instability Health Issues Market instability Opportunity Growing Market Acquisitions Innovation Overtake competitors Creative marketing tools Market Scenario: Thums Up has enjoyed a near monopoly with a much stronger market share often beating its other rivals like Camp cola, Double seven and Dukes, but there were many small regional players who had their own market. It was one of the major advertisers throughout the 1980s. In the mid-80s it had a brief threat from a newcomer Double Cola which suddenly disappeared within a few years. Pepsi was the first company to come to India In 1990, when the Indian government allowed the market to multinational companies Thums Up went up against the worldwide giant for a strong ambush with neither side giving any quarter. When Pepsi had starred with famous bollywood actress like Juhi Chawla, to frustrate the Indian brand, Thums Up focussed on cricket sponsorship. Things became even more complicated when Coca-cola re-entered India after its absence from 1977 to 1993. Now the fight became a three-way battle. But Things got changed post liberalization, when Thums Up was facing unbendable and stiff competition from coke and Pepsi both. But After all this happening, owners of Parle Agro, finally sold Thums Up to Coca-Cola. Relaunch of the product: When Thums UP was sold off to Coca-Cola, it in fact tried to kill Thums Up, but later on they sensed that Pepsi would be more benefitted than Coke if they withdrew Thums Up from the market and Coke decided to use Thums Up against Pepsi to thwart the brand. By this time, Coca-cola had about 60.5% share in the Indian soft-drink market but if they would have withdrawn Thums Up from the market the market share would have remained 28.72% only. Hence it once again launched Thums Up brand targeting the 30 to 45 year olds. In todays scenario, amongst all the carbonated drinks Coca-cola occupies about 58% market share in India in which Thums-up is the premier selling brand with a market share of about 15% of the total CSD market where as Pepsi is the second brand with 36%. Communication strategy after Re-launch After entering again into the market the brand was re-positioned as a manly drink, stressing on its strong and bitter taste qualities. Thums Up kick-started an forceful and aggressive campaigns directly targeting Pepsis TV ads, showcasing the strength of the drink in the hope that the representation of an adult drink would attract more young consumers. Grow up to Thums Up was a triumphant and amazing campaign done by Thums Up and because of this campaign the market share of the brand soared. The brand became unbreakable and resilient Positioning: Earlier Thums up was positioned as a refreshing cold drink, with having slogans such as Great and Happy Days are here Again but after this it was around post-1996 that the brand decided to move towards a more idiosyncratic, manly positioning. Having all odds Thums Up has enjoyed a market share of around 30% at the time, but Coca-Cola has always focused all its money and resources on promoting the Coke brand. The latest thums up 2010 ad has an attitude that is I will do anything for Thunder which shows the enthusiasm and adventurous nature of males. The different types of positioning opted by the brand in several times are as follows: Time duration Brand positioning Tag line 1977-1980 Joy, Refreshment, Happiness Happy days are here again 1981-1987 Masculine I am the thunder. 1988-1992 Masculine Taste the thunder 19993-1995 Back out from the market 1995-2006 Confidence, masculine, Adventurous Taste the thunder 2006 onwards Confidence, Masculine, cheerful Taste the thunder Current Marketing plan Even after 13 years, Thums up is sold more than Pepsi and Coke. The brand has refused to die because of its strongness and attitude involved in it. The brand personifies victory, achievement and celebration. Thums Up is our very own Indian brand. The brand is very popular amongst Maharashtra, Andhra Pradesh, West Bengal, Gujarat, UP and Karnataka where Andhra contributes 30% of the total sales. Coke has always promoted Thums Up half heartedly but even after all mess up, the brand has stood strong and everlasting . May be it is on the part of consumers that they are not willing to let go the brand. This brand has got an iconic status. It is a classic case where the customers have the ownership of the brand. If Coke would have promoted the brand in most efficient manner, Pepsi did not have a chance to enter and compete in Indian cola market. Coke could have ruled and became the market leader in India only with Thums Up. Now, Coke is trying to have a separate market for Thums Up. Coke is trying to play the regional game through which in those areas where sales of coke is strong, Thums Up is withdrawn slowly. Thums Up Launches New Ad Campaign Yeh Toofan This summer, Thums Up, one of Indias most iconic and the largest soft drink brand, is all set to storm fans with a new Taste the Thunder communication initiative- Yeh Toofan. In the latest campaign, Bollywood Super Star and Thums Up brand Ambassador, Akshay Kumar reminiscences about the several thunder packed action stunts for his favorite bottle of Thums Up. The communication takes the I will do Anything for my thunder attitude to the next level, where Akshay is seen, back in thick of action, performing some adrenalin pumping action such as crashing through the window of an exploding high rise, snatching a Thums Up bottle from jaws of a vicious alligator, taking on a mob of angry gangsters to swimming through strong rapids. This campaign first got previewed to the Thums Up fans on Facebook and then releases on mass media channels. Internet Marketing done By Thums Up: Honestly, Thums Up is a brand does not use the power of internet marketing. Their main motive is to reach out mass public by using mass media tools of promotion. They have focussed more on TVCs and OOH media. In the field of internet marketing, I could find only following steps taken by the brand: All the ads of the company are uploaded on YouTube. They are using social media as in Facebook for awareness but the extent is very low. They are having Search Engine Optimisation to an extent because while searching for data related to Thums Up, I was getting the links related to Thums Up but still a lot can be done in this field. All the latest updates about the brand come on internet on regular basis There is no separate website of the brand. It comes under Coca-Cola as a sub brand. What can be done-? Now, as we can see that the company does not promote itself on internet and it feels also that there is no use of it. Frankly speaking thums Up is doing great in the market but in this situation of cut-throat competition, a lot can be done on internet to create buzz and to get competitive advantage. As we all agree that this age has become word of fingers instead of word of mouth, Thums up as a big brand should utilise the power of internet in current scenario. Developing their own website: Thums Up should have its own website, where they can separately calculate the hits by using web analytics. On their website, they can demonstrate their latest ads, new packaging, history of the brand and all related information can be found on that website only. Using Social Media: Thums Up being a youth product, must use social media as one of their promotional tool. They can have application related to the brand; they can have games related to the brand. One idea can be that they develop a quiz related to the latest updates of Thums Up and they offer prizes to the winner. Search Engine Optimisation: Thums Up uses this technique as promotion tools but not in an effective way. When I was looking for the Internet marketing plan of Thums Up, I was getting every data related to Thumbs Up, which was very irritating. So, I think they should focus on this and try to get the keywords as perfectly as possible. Search Engine Ads: Thums Up doesnt go for any ads on Google. I think they can have collaboration with any food place, restaurants etc and along with their ad, Thums Up can promote itself. Email Marketing: Thums Up can use email marketing for increase in its sales. They can directly contact the people who are involved and have the authority to make decisions. For example, they can target colleges and all. Where they can interact with the higher authority through emails and can get the orders. If they allow, Thums Up can have its stall or counter in the colleges and offices. From a brand that was virtually unchallenged to a brand that was stifled, Thums Up stormed back after a near death experience. The brand proves that its strength lies not just in its taste but also in its performance. The grown up tag is an enduring one and will probably counter Pepsi for a while to come.