Ocean Park Brand Equity Essay

I am genuinely tank to Mr. Nicholas Tam for supporting me all the time and spending many hours on my final year project. This was totally appreciated that he provided many professional and useful advices and recommendations to me. Otherwise, I would also like to thanks Mr. C. N. Lo as my second marker and give me suggestion to improve my project. ABSTRACT Ocean Park Hong Kong is a home-grown treasure. It is also one of the most popular amusement parks in the world, providing educational, conservation and entertainment. Ocean Park Hong Kong has brought joy to local and overseas visitors throughout her 30-year history. She lets everyone in Hong Kong has a special and memorable experiences. In these 30 years, it experienced many impacts that are occurred by outside and inside of the organization. They also recorded a deficit for a certain years. But it was carried out the revolutions continually. Afterwards, the business is still running. Recently, some information indicated that the ranking of the most popular amusement park of the world, which is the Ocean Park Hong Kong higher than Hong Kong Disneyland. Finally, through survey, focus group interview and brands performance measures, to conclude that the brand equity of Ocean Park was better. Better leadership, better quality, builds up customer loyalty. CHAPTER I – INTRODUCTION Ocean Park is one of the theme parks in Hong Kong. â€Å"Marine† is the majority theme of the park. It is located at the Southern District of Hong Kong, and it was opened on 10 January 1977. It was constructed at a land granted by the government, and then the funding of construction is granted by the Hong Kong Jockey Club (HKJC), and it also operated by HKJC. In January 1979, Ocean Park introduced a Killer Whale for the visitors. It becomes a one of the selling points of the park. In the inception stage, there is not enough amusement rides for the public. But, there was expanded their scale of the park, and increased much more amusement rides into the park. The operating capital of Ocean Park was depends on the revenue from tickets and donation from HKJC in earlier stage. It also has a significant deficit for a long time because the price is set on the low side. In 1 July 1987, the â€Å"Ocean Park Ordinance† is constituted by the government. HKJC will granted that they are established the trust with $200M funding. In this time, Ocean Park becomes a non-profit making organization and needs to self-finance. The park changed their business to commercial-oriented, and increasing its ticket price. Thus, the park enhanced its financial conditions to be positive. In 1998, the park recorded deficit again caused by some factors, such as East Asian Financial Crisis. Although it received 2 pandas from China, it still could not increase the visitor’s attraction of the park. The park also closed the water attractions and the Middle Kingdom. And then, it introduced more amusement rises for visitors especially for the teenagers such as the Abyss Turbo Drop and the Mine Train. In Fiscal Year 2004/2005, there are more than 4 million visitors during a year. This is renewing the record since the park is opened. It is caused that PRC government implemented the â€Å"Individual Visit Scheme† under CEPA. Ocean Park revealed its redevelopment plan in 2005, which will upgrades the quality and availability of features at the park. This is response the impacts from the opening of Disneyland. Ocean Park is also held a groundbreaking ceremony for its redevelopment project in November of 2006. According to the Attraction Attendance 2008 releases by Economics Research Associates (ERA) and Themed Entertainment Association (TEA) on 16 April, Ocean Park is the world’s number 15 theme park, Asia’s 5th theme park (Judith Rubin, 2009). (Appendix 1b) 1. Industry Background The tourism industry is one of the four key industries in the Hong Kong economy. There were two types of tourism which were inbound tourism and outbound. For inbound tourism, there were 5 groups of sub-industries which included retail trade, hotels and boarding houses, Restaurants, Cross-boundary passenger transport services and others. The value added of tourism in 2006 and 2007 were HK$45,300 Million and HK$52,300 Million. There was increased around 14% from 2006 to 2007. And the employment in this industry in 2006 and 2007 was 176,300 and 193,800. There was increased around more than 8% from 2006 to 2007 (Census and Statistics Department, HKSAR, 2009). (Appendix 9) In order to support the poor economic condition, Hong Kong government was provided some supporting projects to the tourism industry such as â€Å"the Closer Economic Partnership Arrangement (CEPA)† and â€Å"Individual Visit Scheme†. These projects both were cooperated with PRC. Ocean Park is one of the participators in the amusement park market. Its major competitor is Hong Kong Disneyland. Before Disneyland involved its business in Hong Kong, Ocean Park was the only one participator in this market during the other amusement parks were closed their business such as Lai Chi Kok Amusement Park. On the other hand, the amusement park from neighbor country should also be the major competitors for Ocean Park such as Happy Valley from Shenzhen, PRC. As a famous landmark of Hong Kong, Ocean Park was a successful company in this industry. In accordance with the Attraction Attendance 2008, the 2008 attendance was equal to 5. 03 Million. It was a leading brand of the amusement park market (Judith Rubin, 2009) (Appendix 1b). In conclusion, Ocean Park should be capturing the opportunity derived from increasing attendance and the supporting from government, and focus its competence for facing the threat generated by intensive competition from the neighbor country. 2. Statement of issue In past certain years, Ocean Park faced impacts in different period of time, for example, East Asian Financial Crisis, SARS, and external environment. For the financial issue, Ocean Park was faced the financial distress on past certain years especially for the East Asian financial crisis. Besides, for the external environmental issue, Ocean Park should also be faced to the new entrants of Hong Kong amusement park market that was Disneyland. Ocean Park was a domestic famous brand in Hong Kong. On the other hand, Disneyland was an international famous brand. The overall size of organization of Ocean Park should be smaller than Disneyland. 3. Purpose of the study Propose of this study is to understand customer’s brand equity of Ocean Park. A result of questionnaire survey is to ascertain the sources (Brand Equity Ten) of brand equity of Ocean Park. Base on the findings of the survey, propose that the critical success factor of the theme park. CHAPTER II – LITERATURE REVIEW The Brand Equity Ten will be applying in this study, which is an effective method to evaluate brand equity. Ten sets of measures grouped into five categories, are shown in Table 1. The first four categories are to measure customer perceptions of the brand. The four categories of brand equity are including loyalty, perceived quality, associations, and awareness. The last category is to collect information from the market based information rather than directly from customers (D. Aaker, 1996). 1. Loyalty Measures Since it is now widely recognized that it is much less costly and much more profitable to keep existing customers than to win new ones, customer retention become an important goal for most organizations. In principle it’s simple: you just have to keep your existing customer (N. Hill, J. Alexander, 2006). The Hong Kong amusement park industry was created a monopoly loyalty during there was only two participators in the market, such as Ocean Park and Disneyland. The loyalty of these two amusement parks might be generated by devotion of its customers, for instance, the customer would be sought some adventure experiences at Ocean park during there was provided many thrill rides. Besides, if the customer would be found some story of fairy tales, they would go to Disneyland, it is because customer can be met many famous characters like Mickey Mouse. 1. Price Premium â€Å"A basic indicator of loyalty is the amount a customer will pay for the brand in comparison with another brand (or set of comparison brands) offering similar benefits†(D.Aaker, 1996). For the admission fees of both Ocean Park and Disneyland, there was a large difference between parks. For instance, in the adult’s general admission fees, Ocean Park was HK$208, and Disneyland was HK$350. Therefore, the price premium should be HK$142. 1. Perceived Quality/Leadership Measures â€Å"Perceived quality is often the key positioning dimension for corporate brands (such as Toshiba or Ford) and other brands that range over product classes (such as Weight Watchers, Kraft, and store brands such as Safeway Select). Because these brands span product classes, they are less likely to be driven by functional benefits, and perceived quality is likely to play a larger role. (D. Aaker, 2009) For Ocean Park, it provided different amusement facilities to visitors. Besides, Disneyland provided the story of fairy tales to visitors. Visitors could earn the different experiences during they are visiting these two parks. They would use the last experience to evaluate the perceived quality of the parks. â€Å"Leading brands are perceived to be relevant, unique and compelling. They inspire customer loyalty and enable organizations to charge price premiums. They increase bargaining power with business partners, make it easier to hire and retain talented employees and provide organizations with clear strategic direction and platforms for future growth. †(B. VanAuken, 2007) Both Ocean Park and Disneyland were performed their services at a unique and compelling ways. For example, Ocean Park provides a lot of amusement facilities for visitors; some facilities were very unique in Hong Kong such as Giant Panda Habitat. On the other hand, Disneyland arranges many owned international famous characters that visitors may take some photos with them. 2. Associations/ Differentiation Measures â€Å"The key associations/differentiation component of brand equity usually involves image dimensions that are unique to a product class or to a brand. The challenge, then, is to generate general measures that will work across product classes. † (D. Aaker, 1996) Since Ocean Park was opened, it was established a personal image for visitors that it was provided some messages like ocean protection and education, exciting experience. Visitors had no doubtful that the meaning of Ocean Park, and they was knew that it was not an amusement park only. Also, Disneyland was generated a dreaming place for visitors to enjoy a childlike and entertaining tour for their each visit. But it was not provided other functional characters to the public such as educational activities. 3. Awareness Measures â€Å"Brand awareness measures the accessibility of the brand in memory. Brand awareness can measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category. † (P. Chandon, 2003) Both Ocean Park and Disneyland were achieved to brand awareness. For Ocean Park, visitors may be bethought its owned characters when they were went to it such as Dolphin, Giant Panda, thrill rides and etc. On the other hand, also, Disneyland was gained the high level of international attention. Visitors were recall its owned characters like Winnie the Pooh, Stitch, and they can be got this memory outside it such as TV and other side-products of its owned characters. The dimension of differentiation in the association category is a summary of brand associations (D.Aaker, 1996). 4. Market Behavior Measures 1. Market Share â€Å"The performance of a brand as measured by market share (and/or sales) often provides a valid and sensitive reflection of the brand’s standing with customers. When the brand has a relative advantage in the minds of customers, its market share should increase or at least not decrease. † (D. Aaker, 1996) The performance of an amusement park can be measured by some elements such as its functions, service level, customer relationship management and etc. It can be grew its admission income during the higher service performance that it can be performed. 2. Price and Distribution Indices â€Å"Market share can be a particularly deceptive brand equity measure when it increases as a result of reduced prices or price promotions. Thus, it is important to measure the relative market price at which the brand is being sold. † (D. Aaker, 1996). â€Å"Market share or sales data are also extremely sensitive to distribution coverage. Sales may be dramatically affected when a brand gains or loses a major market or expands into another geographic region. A measure of distribution coverage is thus a second logical companion measure to market share. † (D. Aaker, 1996). As an amusement park, the market price data was equal to the admission income of a year, because this was majority source for capturing its operating resources. Besides, it indicated that the admission income might be affected by the change in attendance directly. On the other hand, the price and distribution indices should be reflected the market share that can be evaluated by admission attendance during a year. This may be found out the true picture of the growth of admission attendance rather than depends on admission income. CHAPTER III – METHODOLOGY 1. Sample Design Data will be collected by using a questionnaire. It is use to measure customer perceptions of the brand along with the four categories (D. Aaker, 1996). The questionnaire is use to survey those people who are visited Hong Kong Ocean Park and Hong Kong Disneyland before. It is to ensure that the data from respondents are effective and reliable. The questionnaire will be distributed to them through e-mail, and the respondents are classmates, teachers, familiars, friends, and colleagues. 100 samples were collected through this survey. 2. Questionnaire Design First, questionnaire is used to measure the four categories, which are Loyalty Measures (price premium and satisfaction/loyalty), Perceived Quality/Leadership Measures (perceived quality, and leadership), Associations/Differentiation Measures (perceived value, brand personality, organizational associations, and differentiation), and Awareness Measures (brand awareness). Second, setting demographic factors, respondents were required to answer their personal information, including gender, age, monthly income, occupation and education. It is in order to compare the general information with the 25 items, and find out the critical success factor of Ocean Park. Nine dimensions including 25 items, plus 5 items of general information, there are totally 30 questions. Third, this study will compare with Disneyland because it is the mainly competitor in Hong Kong. The questionnaire format is Part A is Ocean Park, Part B is Disneyland, and Part C is the general information. â€Å"5-point Likert Scale† is usually used in questionnaires, and is the most widely used scale in survey research. †. There were used 5 choices of answer question for respondents to answer their questionnaire except general information. It was included â€Å"Strongly Disagree†, â€Å"Disagree†, â€Å"Neutral†, â€Å"Agree† and â€Å"Strongly agree†. (Answers. com, 2009) Fourth, set â€Å"Missing Data†. It is to reduce or ignore the answer of unclear, ambiguous or answer more than one choice, etc. The questionnaire format could refer to Appendix 7. 3. Statistical Package for the Social Science(SPSS) SPSS was established in 1968 by Norman H. Nie, C. Hadlai (Tex) Hull and Dale H. Bent. They want developed a revolutionary software system in order to turn raw data into representative information in an easily way. According to the SPSS’s website, â€Å"This revolutionary statistical software system was called SPSS, which stood for the Statistical Package for the Social Sciences. Nie, Hull and Bent developed SPSS out of the need to quickly analyze volumes of social science data gathered through various methods of research. † (SPSS INC. , 2009). In addition to statistics analysis, the features of the base software, which are included Descriptive statistics (Cross tabulation, Frequencies, Descriptives, Explore, Descriptive Ratio Statistics), Bivariate statistics (Means, t-test, ANOVA, Correlation (bivariate, partial, distances), Nonparametric tests), Prediction for numerical outcomes (Linear regression), and Prediction for identifying groups (Factor analysis, cluster analysis (two-step, K-means, hierarchical), Discriminant) (Wikipedia, 2009). In this report, there was using SPSS to analyze the statistical information, there are included Cronbach Alpha Reliability Analysis, Mean and Standard Deviation, Crosstab Test. 1. Reverse Scoring In order to calculate some opposite data in one dimension, there should be rescored the negative data to turn into positive data. This can be increasing the reliability and correlation among data in one dimension. â€Å"Items that are negatively worded in a scale must be rescored in a positive direction in order to match the other items in a scale† (S. Stark, et. al. , 2001). In the questionnaire, Question 22 & 25 of Part A and B was used this function that in order to find out the reliable and correlated data, and these sets of data should be opposite to other data in same dimension. 2. Cronbach’s Alpha Reliability Analysis â€Å"Cronbach’s alpha measures how well a set of items (or variables) measures a single unidimensional latent construct. When data have a multidimensional structure, Cronbach’s alpha will usually be low. Technically speaking, Cronbach’s alpha is not a statistical test – it is a coefficient of reliability (or consistency). † (UCLA Academic Technology Services) There were used the Cronbach’s Alpha Reliability Analysis to find out the reliability. The output table will then be displayed the Cronbach’s Alpha of the dimension. 3. Mean and Standard Deviation â€Å"The mean, indicated by ? (a lower case Greek mu), is the statistician’s jargon for the average value of a signal. It is found just as you would expect: add all of the samples together, and divide by N. † (S. Smith, 2007) It is the use to find out the average in a group of population. There were calculated the means by all of the scoring of each question. Afterwards, added up the separate mean from all dimensions which were found out the total mean of each category. â€Å"The standard deviation is one of several indices of variability that statisticians use to characterize the dispersion among the measures in a given population. To calculate the standard deviation of a population it is first necessary to calculate that population’s variance. Numerically, the standard deviation is the square root of the variance. Unlike the variance, which is a somewhat abstract measure of variability, the standard deviation can be readily conceptualized as a distance along the scale of measurement. † (R. Hoffman, 2002) Besides, the standard deviation was displayed on the output table of SPSS in order to analyze the dispersion of the result of nine dimensions. 4. Crosstab Test â€Å"Cross-tabulations give us much more insight into the data than do simple profiles or frequency distributions. Cross-tabulations are an example of bivariate analysis (i. e. , examining the relationship between two variables). However, cross-tabulations are of limited value, too, because we are realistically restricted to examining the relationship between only two variables at a time (e. g. , customer status and age; customer status and income; etc.). If we try to examine a cross-tabulation of more than two variables at a time, the results are very difficult to visualize and interpret meaningfully. † (SmartDrill, 2008) There was used the crosstabulation to compare the variability of general information. This can be easily found out the difference between two set of data. 4. Focus Group â€Å"Focus groups are a powerful means to evaluate services or test new ideas. Basically, focus groups are interviews, but of 6-10 people at the same time in the same group. One can get a great deal of information during a focus group session. † (C. McNamara, 2006) 5. Data Analysis. 1. Calculated the mean and standard deviation for all of 9 dimensions in order to find out the overall performance of both Ocean Park and Disneyland. 2. Used SPSS reverse scoring function in order to make some conflict data that reversed into same way. This can make that the reliability must higher than origin data. Besides, Cronbach’s Alpha Reliability Analysis can be found out the reliability of all of the dimensions, and ignored some irrelative items in the dimensions. This can improve the reliability for each dimensions that if deleted the items. 3. Calculate the mean with both Ocean Park and Disneyland. 4. Used crosstabulation to compare which the general information of both Ocean Park and Disneyland such as age, gender and income, 5. After used of SPSS, there were formed a focus group that was invited 7 interviewees in order to discuss the issues that occurred in the result from SPSS. 6. Besides, found some corporate information of Ocean Park and Disneyland which how to performed the market behavior. 7. Match the result of mean analysis and the result of crosstabutaion analysis, in order to find out the source of brand equity and the critical successful factor of the theme park. CHAPTER IV – RESULTS. 4 Sample and Descriptive Statistics This survey totally collected 100 samples, 57 respondents are male and 43 respondents are female. The majority respondents aged between 20 to 24 years olds (83%). In the monthly income group, nearly 50% of respondents their salaries were $5,001 to $10,000 per month. Monthly income was â€Å"less than $5,000† which had 41% of respondents. Many of respondents were students and workers (80%). Over a half of respondents had education level at diploma levels or associate degree, and 37% of respondents had education level at undergraduate or postgraduate. (Appendix 2) 2. Cronbach Alpha Reliability Analysis. This research has nine dimensions which are belong to the four categories. The dimensions are including 25 items. Use the Cronbach Alpha Reliability Analysis to find out the reliabilities between the 25 items and the nine dimensions. The reliability test in order to define questions whether it is fit/relative to the nine dimensions. This can find out which items can be more significant and which are the insignificant. The existence of the items was whether or not to affect the result of the dimensions such as completion, reliability and accuracy. (Appendix 3) 3. Mean and Standard Deviations Table 2: Comparison of Mean and S. D. of dimensions with Ocean Park and Disneyland |Categories |Dimensions |Ocean Park |Disneyland |Mean Differences |Ranking | | | |Mean |Std. Deviation |Mean |Std. Deviation | | | |Loyalty Measures | |Dimensions |Ocean Park |Disneyland | |Price Premium |Medium |High (Negative) | |Satisfaction/ Loyalty |High (Positive) |High (Negative) | |Perceived Quality |High (Positive) |High (Negative) | |Leadership |High (Positive) |High (Negative) | |Perceived Value |Medium |High (Negative) | |Brand Personality |High (Positive) |Medium | |Organizational Associations |Medium |Medium | |Brand Awareness |High (Positive) |High (Negative). | |Market Share |- |- | |Price and Distribution Indices |Medium |Medium | 1. Loyalty According to the result after crosstab the items, it found that in the loyalty category, the effect of price premium for Ocean Park was medium. The acceptability of the admission price for Ocean Park was relatively higher than the Disneyland. Its admission price was cheaper than Disneyland. Comparatively speaking, the effect of price premium for Disneyland was high. The acceptability of the admission price was low, that was relatively expensive. The influence of price premium on Disneyland is negative. Besides, the result reflected that price was not the determining factor for respondents to switch brand. On the other hands, the effect of satisfaction for Ocean Park was high. The park was better than Disneyland in satisfied customers needs and wants. Loyalty was built by a cumulative result, which were the customers’ past visit experiences with the brands. The result indicated that the opportunity of respondents’ revisit the parks was based on their last visit experiences. Ocean Park was better than Disneyland, respondents were willing to recommend Ocean Park to others rather than Disneyland. The influence of satisfaction on Ocean Park is positive. However, the effect of satisfaction for Disneyland was high. It brings a negative influence on the park. In satisfied customers needs and wants, Disneyland was worse than Ocean Park. Respondents were unsatisfied with their last visit experience. Only seldom of respondents would revisit the park on the next opportunity and recommend the park to others. During the result of satisfaction was negative, the management from Disneyland would improve the quality for satisfying customers’ needs and wants. 2. Perceived Quality/Leadership. The result reflected that there was a linkage between perceived quality and leadership, Compare with Disneyland, Ocean Park was popular and more innovative, it was the leading brand in Hong Kong, and overall Ocean Park was better in quality. It implied that better leadership, better quality. It helps Ocean Park to keep closer relationship with loyal customers and less of switchers. The effect of perceived quality/leadership for Ocean Park was medium. Oppositely, Disneyland was worse, it was not innovative enough and not much popular than Ocean Park, and therefore Disneyland was not the leading brand in Hong Kong. One of reasons might cause by the negative news about the park. The effect of perceives quality/leadership for Disneyland was high and negative. 3. Associations/Differentiation Ocean Park could provide good value for the money. The effect of perceived value for Ocean Park was medium. Disneyland could not provide good value for the money. The effect of perceived value for the park was high and negative. Ocean Park had its own personality and it was interesting. Respondents had a clear image of the type of person who would visit the park. The effect of personality for Ocean Park was high and positive. Disneyland also had its own personality. However, seldom of respondents were agreed the park was interesting. Normally, respondents had a clear image for what type of person would visit the park. The personality of Disneyland was medium. The personality of Disneyland was indistinct. It could reflect the respondents’ imagery, which was a key driver of brand personality. About the organization management of Ocean Park, the results reflected that respondents were answered â€Å"neutral† about the organization trust and admire the Ocean Park Company. But the respondents thought that the organization association with Ocean Park had credibility. The effect of organization for the park was medium. On the other hand, many respondents were answered â€Å"neutral† about the organization trust with Disneyland, and admire the Disneyland Company, and the credibility of organization association. The results implied that the respondents were lack of knowledge about the organization management beheld Disneyland. The effect of organization for the park was medium. Organization management back of the theme parks is usually ignored by the visitors. It is because its lack of attractive for the visitors associated with its services. Therefore, the effect of this dimension with both companies was medium. Overall, Ocean Park and Disneyland were different. 4. Awareness Recognition of Ocean Park and Disneyland were high. Respondents had heard of the two parks, it was important for the exist brands. Moreover, respondents were knew what the parks stand for, it reflected that customers had a level of brand knowledge. Besides, respondents were no opinion about Ocean Park, but respondents had opinion with Disneyland. The result of brand opinion implied that respondents were less confidence with Disneyland. The effect of awareness for Ocean Park was high and positive, and for Disneyland was high and negative. . 5. Market Behavior For the market share measure, there was lack of information to compare the sales performance between Ocean Park and Disneyland. Therefore, the effect of market for both Ocean and Disneyland would not be evaluated. As the result, the market price was not compared between Ocean Park and Disneyland, because Disneyland’s admission income was not being provided in the Annual Report individually. The financial information of Hong Kong Disneyland was combined with European Disneyland. In the distribution coverage, the result of Attraction Attendance 2007 and 2008 (Appendix 1a & b) indicated that Ocean Park had higher indicated that Ocean Park had recorded higher attendance rather than Disneyland. It is implied that Ocean Park should be more successful on the admission income, and gained a large number of visitors rather than Disneyland. On the other hand, Disneyland had higher distribution coverage on the world, because it involved that its operations were involved 5 countries in the world. Besides, Ocean Park had lower distribution coverage in the market, because it only had one amusement in the world. As a result, both of Ocean Park and Disneyland were medium in the effect of market price/ distribution indices. To conclude that after use high/low method to compare with the two parks, it found that the brand equity of Ocean Park was better. Table 3 shown each category has a key driver of influence. Loyalty, the key driver is satisfaction. Perceived quality and leadership measures, leadership variable in this category should be considered. The key component of associations and differentiation measures is including the personality. In the category of awareness measures, brand awareness is the important component. Attendance of distribution coverage in market behavior is the most important. Matching mean analysis with crosstab test analysis, it found out that the loyalty is the most influence category among the brand equity of Ocean Park. The dimension of satisfaction in the loyalty category is the critical success factor of Ocean Park. CHAPTER VI – DISCUSSION During the study, there were faced such problems. This part of discussion would point out the problems, in order to share the editor’s opinions with those people who would having study or survey in the future. 1. Questionnaire Setting 1. Sample of the survey is not many, only collected 100 samples, representation of the result is low. 2. The method of collecting the data is not good enough. It is because through e-mail, which is inconvenience, low efficiency, and usually will ignore by addressees. E-mail is a passive method, and the respondents their replies are also passive. 3. Questionnaire is distributed to visitors through e-mail. Some respondents had their feedback about the questionnaire, such as wrong words, the questionnaire format, etc. 4. Focus on the questionnaire design, it could be improved. For example, in the price premium, the questionnaire did not ask respondents some questions about the â€Å"dollar metric†, and market research approach (conjoint/ â€Å"trade-off† analysis). Therefore, the dimension of price premium can not be accurately and clearly to analysis whether it can build up customer loyalty and whether it is important part of loyalty measures. 2. Information Collection 1. In the category of Market Behavior, there were not found some accurate information about the â€Å"Market Share† and â€Å"Market Price†. That is the admission price of Disneyland. According to the Disneyland Annual Report 2008, the financial information about Hong Kong Disneyland was displayed that it was combined the financial information associated with European Disneyland. This is indicated that the financial information should not be compared with Ocean Park directly, because any changes of the financial information may be occurred by both Hong Kong and European one. Therefore, the related information should not be really reflected the true information especially for Hong Kong Disneyland. 3. SPSS – Data Entry and Output 1. When setting the questionnaires, sometimes, may need to set some reverse questions. For example, asking respondents that â€Å"Ocean Park is different from Disneyland† and â€Å"Ocean Park is basically the same as Disneyland†, that is reverse question.

Motivating Middle School Boys Essay

Abstract Middle school is a time of physical, emotional and social change for boys. When students hit middle school, academics tend to take a back seat to all of the new activity in their lives. For boys, middle school is increasingly difficult. In addition to the physical and emotional changes, the academic curriculum becomes more challenging and rigid. This does not align with a typical boy’s learning style. Many boys in middle school are struggling through hard times at home. Situations may include challenges such as little to no parental support, poverty, and malnutrition. With all of the possible circumstances disrupting their home lives, it is hard for these boys to concentrate on how to solve an equation in math class. Teachers need to motivate boys by providing relevant, hands-on curriculum. Three ways that teachers can do this is by including family members in the classroom, using friendly competition in the form of games and contests, and by relating mathematical lessons and material to real-life situations and interests that the boys might have. Introduction By seventh grade, most students have had years of poor attendance, little parental support, and many other issues related to poverty. They simply do not see the importance of mathematics in everyday life and how math can lead to better things for them. Males, in particular, want to continue the lifestyle they were raised in; showing little to no effort when it comes to the math classroom. This paper discusses three reasons why mathematics teachers should incorporate meaningful motivation strategies as a tool to motivate middle school males in the mathematics classroom. Including Family in the Classroom. One way that teachers can help to motivate boys in the middle school classroom is to include their families in the classroom. The relationship between family and school influences the academic achievement of middle school students. These family relationships and parental involvement mold students’ educational development drastically. Murdock and Miller (2003) refer to family as a major influence in how middle school boys deal with learning, peers, and motivation. They state â€Å"families play the most important role in students’ lives as they transition from elementary school to middle school†. The absence of a parent can play a very important role in the success of a student, so when the student sees that there is a connection between the classroom and their family, they are motivated to succeed. Middle school math teachers should try their best to create a sense of family cohesion and teamwork in the classroom. Teachers can do this by always making sure parents are aware of what is happening in the classroom, keeping the lines of communication open, and even incorporating projects that might need the student to work with a member of their family to complete it. Haim Ginott’s theory of congruent communication states that teachers should always use communication that is harmonious with students’ feelings about situations (Charles, 2008). This can be applied to idea of including families in the classroom because teachers need to keep the lines of communication open not only with their students, but with their students’ families. By taking the time to talk to students about situations arising in the classroom, it will be easy for teachers to communicate with parents about similar situations and the lack of motivation within the classroom. When students know that their families are involved in their academics, they are more inclined to succeed in the classroom. Introduce Competition Next, a second way that teachers can help to motivate middle school boys while in the classroom is to include the use of different games and contests. Most boys respond well to competition with their peers. They will force one another to greater speeds, improved accuracy and higher achievement in the name of winning. Boys thrive on competition, so any type of game or activity that allows them to go against a peer in a competitive manner will motivate them to perform. In the following quote, Conti explains why he believes that competitions in the math classroom can spark an interest in math for boys. â€Å"Mathematics competitions are probably the extracurricular academic programs with the widest participation. The most immediate value of these math contests is obvious – they pique students’ interest in mathematics and encourage them to value intellectual pursuits. Boys love games, and many will turn just about any activity into a contest, or in other words, something to get good at. Math contests thus inspire them to become good at mathematics just like sports encourage physical fitness. Eventually, students put aside the games. By then, hopefully an interest in the underlying activity has developed† (Conti, 2001). Teachers should create competitions by having students race against one another to solve math problems or turning a test review into a basketball game, allowing students to shoot a basket for every correct answer. The teacher could also place students in groups and award points based on certain behaviors and completed tasks. A prize would be awarded to the group with the highest score at the end of the week. Jacob Kounin would agree with this point based on his theory of lesson momentum and withitness. Kounin believes that classroom teachers should be able to do a multitude of things at one time, including presenting motivating and engaging lessons, managing the class, and being aware of the classroom surroundings (Charles, 2008). He states that good teachers keep students from getting bored or otherwise frustrated with lessons. By including competition in the form of games and contests in the classroom, the teacher is able to keep the boys motivated with a lesson while still controlling the needs of the class. When boys know they have a chance to show off their skills by winning something, they will immediately become engaged and motivated to participate. Provide Connections to Real-Life Therefore, a third way that middle school math teachers can motivate boys within the classroom is to connect the material to real-life applications. Students, particularly those who come from backgrounds that undervalue education, will benefit from this strategy. Stein (1993) expressed his belief in real-world connections revolving around math lessons by stating â€Å"Because students often feel that mathematics is the subject least relevant to their daily lives, it is an important arena in which teachers can attempt to incorporate students’ funds of knowledge in the context of culturally relevant mathematics instruction†. For middle school boys, school itself is often the least important factor in their lives. Teachers can tap into their focus by relating topics to important interests in their lives. One way for teachers to do that is to use democratic teaching; a theory of Rudolf Dreikurs. Democratic teaching occurs in a classroom in which the teacher and students work together to make decisions about how the class will function (Charles, 2008). This applies to the idea of connecting math with real-world situations. Students want to know how what they are learning will benefit them in their future lives. By brainstorming different topics and careers that the students are interested in, the teacher can then develop lessons that explain how those interests or careers are affected by mathematics. Teachers should show boys how math affects their everyday lives in areas such as: household maintenance, calculating car mileage, budgeting, making larger purchases (cars and houses), or solving problems that are important to them. Connecting math to future careers can also help to motivate boys in math class. Many unmotivated boys do not realize the importance of math for success in college or the role that math plays in careers that are not overtly math-oriented. Stein also claimed that by using problems that interest and excite the students’ curiosity, students are keen to develop important problem-solving strategies. These strategies can be applied in everyday situations, not just in the mathematics classroom. Conclusion The use of meaningful and male-related motivational strategies in middle school mathematics classrooms are a great way to motivate and help boys succeed. Most boys are very intelligent when it comes to numbers and math, however it may seem â€Å"too cool† to get good grades and to apply yourself. Middle school is where students generally begin to find themselves, and a determined teacher can help to motivate students to choose the right path. A teacher’s responsibility is to make sure they have done everything in their power to help their students succeed. This means reaching out to parents, changing lessons to fit the needs of the unmotivated students in the classroom, and changing your classroom management strategies to help engage and excite the students. With little to no parental support or guidance for many boys in the classroom, a male math teacher may be exactly what these boys need. But will these same strategies work with a female math teacher? References: Charles, C. M. (2008). Twentieth-Century Pioneers in Classroom Discipline. Building Classroom Discipline (Ninth Edition). Boston: Pearson. Conti, R. , Collins, M. A. , & Picariello, M. L. (2001). The impact of competition on intrinsic motivation and creativity: Considering gender, gender segregation  and gender role orientation. Personality and Individual Differences, 31(8), 1273- 1289 Grossman, H. (2004). Classroom behavior management for diverse and inclusive schools. (3rd edition). Maryland: Rowman & Littlefield. Murdock, T. , Miller, A. (2003). Teachers as Sources of Middle School Students’ Motivational Identity: Variable-Centered and Person-Centered Analytic Approaches. The Elementary School Journal, 103(4), 383-399. Stein, S. L. (1993). Young’s vision. The Mathematics Teacher, 86, 330-333.

NEEDS ASSESSMENT SURVEY FOR FUTURE PAPER TITLED Improving Learning Essay

NEEDS ASSESSMENT SURVEY FOR FUTURE PAPER TITLED Improving Learning With Computers An Attempt at Enriching the Experience - Essay Example Computers have changed our existence and humans are relying on the system for their survival. Interactive learning aids in better learning. Video conference, reservations, bookings, data collection and storage, almost in every field computers have contributed a lot to make life easy as well has enhanced the pace of life. It is the responsibility of educators as well as parents to exploit the technology in the favour of mankind and to meet the needs of students. One must keep in mind to mould the energy of future generation in a constructive path by channelizing their energies as computer education provides confidence and high level of flexibility in learning environments and accommodate the needs of all students. Printed books can never be replaced by electronic books but access to any literature and convenience has drastically improved with the augmentation in computer technology. Audio-visual aids provide a great insight and profundity to human understanding therefore learning has improved through computers. It is the greatest invention for the present era that has enabled human to understand the concept, procure, implement and contribute in any field of choice by means of analysis and research as learning is a continuous

Module Effect on Sociological Identity Essay Example | Topics and Well Written Essays - 1500 words

Module Effect on Sociological Identity - Essay Example The study of sociology is critical to my life as it has enhanced my sociological identity. The study of Sociology helped me to identify the link between Psychology and Sociology. The study of Sociology enabled me to realize that human psychology is very delicate, where a slight experience can cause an immeasurable impact on a person’s life. Distortion of family dynamics, personal growth, and group behaviour can occur due to the insensitivity of the human psychology to other people’s feelings. Anthony Giddens, a renowned sociologist, defined sociology as the scientific study of humankind’s social life societies and groups (Comte, 2010). This implies that sociology is a group aspect, and any diversion of a single group member from group norms causes widespread effects on all members. I believe that before the discovery of modern science and sociology, most people thought that spirits and gods were responsible for natural disasters such as earthquakes, thunderstorms, destructive rainfalls, barrenness, and mental illnesses. The discovery of Sociology that deals with family matters, culture, religion, language, and poverty has enabled people to acquire more intelligence and change their viewpoints towards various occurrences of life (Tischler, 2011). It is, therefore, critical for human society to study sociology and understand its connection to the world occurrences if we are to enhance the quality of our lives. The primary reason for studying sociology is that it has an impact on our daily lives. If the study is taken earnestly, valuable models and lessons to improve our lives will be generated (Heywood, 2007). The science is intended to make the future world a desirable place for the generations to come.

Literaty Anaylsis Essay Example | Topics and Well Written Essays - 500 words

Literaty Anaylsis - Essay Example The essay tries to make a literary analysis of Frost’s poem â€Å"Birches† laying special emphasis on its theme and the literary devices employed in it. One of the major themes of the poem is that of imagination versus reality. The poet, like the birch swinger, tries to fly into an imaginary world, but he ultimately realizes that â€Å"one must remain within the natural world itself and that complete escape into the world of the imagination is impossible† ("Birches: Themes"). The poet finds the birch tree â€Å"bend to left and right† and he understands the reality that it is the result of ice-storms. However, his imagination goes beyond the actual reason and concludes that some boy would be swinging on the birches. Thus, the tension between â€Å"the real world and the world of the imagination, runs throughout Frosts poetry and gives the poem philosophical dimension and meaning far greater than that of a simple meditation on birch trees† ("Birches: Introduction†). Later the poet himself identifies with the boy and considers himself to be a birch swinger. The poet is of the opinion that when one is â€Å" weary of considerations† and life seems to be â€Å"a pathless wood†, he/she is quite likely to â€Å"to get away from the earth awhile†. Thus, the climbing of the boy in the poem symbolizes man’s escape from the real world to the world of imagination or illusion and his coming down to earth suggests coming back to the world of reality. For the poet, the escape from the earth is only momentary and this occasional climb to the world of imagination provides one with the inner strength to face the real world. As Frost himself puts it: â€Å"Id like to get away from earth awhile / And then come back to it and begin over†. At the end, the poet comes to the realization that the â€Å"earth is the right place for love† and that he cannot find a better place than this. Thus, the poem can be rightly understood as a conflict of the soul

The Legacy of Reconstruction and the Impact of Jim Crow on Economic Essay

The Legacy of Reconstruction and the Impact of Jim Crow on Economic Freedom for African Americans - Essay Example 1) arising after Reconstruction ended by 1877. This was further carried forward into the mid 19th century though during Reconstruction and even subsequent to the passing of the Amendments 13th, 14th and 15th have been enacted, giving black Americans their freedom, citizenship and right to vote. Further, the Civil Rights Act of 1875 has made it illegal to segregate schools, public accommodation, modes of transport, juries etc. However, actual practices have remained contrary and in opposition of relevant statutes. Thus, the period is considered as the era of white domination as a divine right, the belief encouraged by the church that whites are the ‘Chosen People’ and blacks are ‘cursed’ to be servants and that God’s will desired racial segregation. This notion has further fanned and spread at every educational level, by the so called intellectual custodians, that blacks are innately intellectually and culturally inferior to whites. This gives impetus to pro white politicians to cry foul of the laws enacted, through eloquent speeches on the great danger of integration, which could lead to what they termed as ‘mongrelization’ of the whites. ... By the end of Reconstruction phase, which literally meant the rebuilding of the shattered nation after the devastating Civil Wars, the African Americans experienced their first taste of freedom and liberty from the oppressive Jim Crow Laws, and embarked on their sojourn to economical and political emancipation. Though the new amendments and enactments of law during the period emphasized the need for freedom and equality to the blacks, the process sustained a setback during the civil wars, pushing the blacks back again into the dark dungeons of slavery. This can be summed up by the remarks of Robert Richardson, former Confederate General that â€Å"the emancipated slaves own nothing. For nothing besides freedom has been given to them† (Chapter 15: â€Å"W hat Is Freedom? 473). However, it is the same slavery and suffering from discrimination that emboldened them to raise their voice and inspired them to fight for freedom. Garrison Frazier, a black Baptiste Minister, states tha t slavery means â€Å"one person’s receiving by irresistible power the work of another man, and not by his consent† and he defines freedom as â€Å"placing us where we could reap the fruits of our own labor and take care of ourselves† and further adds that this could be accomplished by having â€Å"land and turn it and till it by our own labor† (Chapter 15: â€Å"W hat Is Freedom? 440). This contention, in itself, sums up the aspirations of the African Americans about their yearning to break free of the shackles of slavery with their desire to acquire and own land and achieve prosperity. Besides, they also have had a rightful purpose to attain progress through their own hard work, enshrining in their lives the concepts of equality and liberty at par the other citizens. These revolutionary ideas

Chinese Monetary and Exchange System Reform Dissertation

Chinese Monetary and Exchange System Reform - Dissertation Example There are many doubts over the government’s claims of effective capital controls and the proofs of â€Å"hot money† tell a very different story. The bigger openness of economy will certainly create an environment of tension with the China's closed capital account. The country must put in place a strong institutional framework and a solid financial infrastructure. These are very necessary measures for accommodating freedom of cross-border capital flows and can provide China chances of making meaningful progress in banking reform in the next three to five years. During the last two years, China’s currency current account surplus registered a rapid increase, showing an increase of 817 billion dollars (or 1.5 percent) of gross domestic product in 2001 to 46 billion (or 3.2 percent) of gross domestic product in 2003. Its currency remains depreciated by nearly all metrics. The country ran a trade surplus of 32 billion dollars in 2004 compared with a surplus of about 25.5 billion dollars in 2003. For two causes, however, the fundamental recent account surplus in the years 2003 and 2004 is merely about undoubtedly significantly higher than the calculated surplus. The first cause, the economy of the country has been growing fast, at a record-setting but clearly flawed pace. High growth has encouraged an unprecedented demand for imports, which showed a rise of 40 percent in 2003, making the country third largest importer of world. In 2004 imports registered an additional increase of 36 percent. cent. While China's economic growth ultimately slows to a more sustainable pace, it is quite likely that import growth will slow down relative to the growth of exports and in result trade surplus of the country will how wide gap. Amid 1990 that was the prototype in the final macroeconomic cycle when the trade accounts reinforced considerably. The second cause, mainly because of the peg of Chinese currency Yuan to the US dollar, the real trade-weighted value of the Chinese Yuan has

Reflection on Leadership Essay Example | Topics and Well Written Essays - 250 words

Reflection on Leadership - Essay Example The leadership experience that I have gained is only from my studies especially when associating with my peers. My main strong point is my ability to communicate. I believe that communication is the main contributor to success. I therefore base my communication skills as my strong points. The area that I need some improvement on is the ability to work in a group setting. I tend to find myself more independent as opposed to been interdependent. I should improve on that so as to be able to work in a group setting. The activities that would help me improve on the skills are to engage myself in more group settings so as to be used to working with people. The other activities would be to engage in social activities so as to get used too many people. That means that I will be able to work in a group and I will also be able to engage my communication skills in the group setup (Luthans, and Avolio,

Charting a New Course for Education and Teaching about Religion Essay

Charting a New Course for Education and Teaching about Religion - Essay Example Such decline is manifested in OECD (2006) report which indicated that educated Americans dropped from 30% to 14% while its national students’ achievement percentile level similarly plummeted down. This for authorities is truly alarming. It’s in this context that educators proposed seven strategies to reform American educational system. These proposed strategies are as follows: (a) development of a student progression; (b) reinvest resources devoted for improving quality of early education, recruiting more quality teacher, enhancing their instruction capabilities and provision of more resources to disadvantaged students; ( c) allocating budget for infrastructure construction for universal pre-school education; (d) hiring of top quality graduates for teaching courses and offering attractive but reasonable salary scheme and incentives as motivation; (e) improve performance management in the educational system and conduct of regular performance appraisal among educators and administrators; (f) provision of support mechanism for disadvantaged students;and (g) upholding education standard and adoption of curriculum that is responsive to the needs of the national economy and polity.

Race Relations Essay Example for Free

Race Relations Essay Humanity has been enduring an ongoing battle for centuries: the strained relations among the races. Despite efforts to put the past behind, signs remain at nearly every juncture that there still exists a strong sense of racial dissension. While many Caucasians do not see the problem being as severe as it is represented, African-Americans angrily reply that the lighter skinned race has not had to endure such prejudice and, therefore, cannot begin to identify with the situation. Frank Newport, vice president of the Gallup Poll Organization, says Caucasian Americans do not interpret racism as a big problem, therefore, they do not see a need for government intervention (Anonymous, 1997; 04A). Similarly, Asians, Hispanics and other United States minorities believe they often receive unfair treatment because of their race. However, President Clinton and several organizations including the National Multicultural Institute, whose main focus is to sort out the jumble of expectations and fears that swirl around the initiatives struggle to reconcile ethnicity and difference with the notion of one American nation (Green, 1998; PG) are pushing hard to mend racial tension with a comprehensive program that is designed to bring all races together. Will it work? Or will minorities look upon the effort as nothing more than a Band-Aid covering a much larger issue? To some extent, concepts such as affirmative action have their place in society, yet they will do nothing to alter an individuals perception of one race or another. In the past, children’s racial viewpoints have routinely been shaped by their parents perceptions. This is precisely how racial prejudice is passed down from generation to generation. However, todays teens appear to be breaking free of the antiquated procession by voicing their own opinions about race relations. While racial hate crimes continue to run rampant, the newer generation tends to believe there is less interracial tension than do their parents (Farley, 1997). What has instigated this considerably lax attitude among the younger generation is not quite clear; yet a TIME/CNN poll has discovered that the adolescent population is far more forgiving of racial prejudices than their adult counterparts. Of twelve hundred, eighty-two adults and six hundred one teenagers aged twelve to seventeen; the younger sect demonstrated a considerable amount of racial tolerance toward one another when compared with the older respondents (Farley, 1997). If given the opportunity, children and young adults will not adopt negative views of other races if they are not placed in such an environment that encourages such thought. However, with the deep-seated hatred that has been bred into so many generations, it has become difficult for some of those prejudice intentions not to trickle down the family line. Yet the TIME/CNN poll was instrumental in establishing that a good number of adolescence of all races have successfully moved beyond their parents views of race (Farley, 1997; 88+). To the kids with such an open mind, race is no more important to them in either a social or personal level; yet it is not to be overlooked that these same respondents were still able to recognize the fact that racism was one of Americas biggest problems today. Even so, over one-third said the problem though it exists is insignificant (Farley, 1997; 88+). As it relates to their own lives, eighty-nine percent of the African-American adolescents who responded said the problem was small or did not exist at all. Amazingly, the Caucasian respondents – both young and old considered racism a more dominant issue (Farley, 1997; 88+) than did the African-American adolescent respondents. What does that say about the varying impressions of race relations? Depending upon which race is viewing the issue, it appears the seriousness of the problem could be considerably damaging or an insignificant obstacle. Still, optimism is high that the younger generation deems race relations as being in good standing. This may be a sign of hope (Farley, 1997; 88+) or nothing more than youthful naivete (88+); regardless, it demonstrates a long awaited shift in the social climate relating to race relations and its consequences. Sociologist Joe R. Feagin says the answer may lie with both options. His interpretation of the lack of adolescent racism is that reality has not fully set in for those who have not yet experienced the real world. You have to be out looking for jobs and housing to know how much discrimination is out there (Farley, 1997; 88+). Feagin contends that those who have a better grasp of racial reality are those who are over the age of nineteen. Reasoning behind this is that comparatively few African-American teenage respondents said they had been victimized by discrimination; contrarily, half of the African-American adults admitted they had (Farley, 1997). Experts are concerned that adolescents are being too gullible when it comes to realizing the truth of the matter. Others contend that perhaps they are willfully setting a precedence for others to follow that will ultimately initiate a genuine improvement in race relations. It is not as though contemporary teenagers do not have knowledge of history and its negative treatment of minority races; rather, it appears they have more faith in their own future than their parents did before them. Additionally, todays youth are trying to move away from the typical scapegoating (Farley, 1997; 88+) that has become so commonplace in society. Suspicions arise with poll results, however, in that they do not always reflect the truth; many people are more apt to give socially acceptable (Farley, 1997; 88+) answers rather than what is truly in their hearts. Yet this is not likely to be the contention of teenagers who, for the most part, speak more freely and true to form than adults. A believer in this concept is sociologist Howard Pinderhuges, author of Race in the Hood: Conflict and Violence Among Urban Youth, who firmly contends that teenagers are genuine. Teenagers are a mirror of our souls. They speak plainly about things that adults would like to hide. Political correctness isnt an issue to them. Youre more likely to get what they think unfiltered (Farley, 1997; 88+). Still, through all this optimism, there exists an invisible boundary line that, even though race relations seem to be improving, keeps the races separated. Seventeen-year-old Danny, one of the TIME/CNN respondents, commented that his friends consisted more of African-Americans than Caucasians. This, in and of itself, was not as enlightening as was his admission of the fact that we just talk in school (Farley, 1997; 88+), not allowing the relationship to progress into ones personal territory. It was a normal occurrence for none of Dannys African-American friends to visit him at home or for him to go to theirs; the lines of separation were clearly drawn. Experts consider this to be accountable in large part to the amount of violence that takes place in the crime-plagued housing projects (Farley, 1997; 88+) where many of his friends live. The situation is far from unusual. Even among African-American youths, the interpretation of neighborhood safety has its variations. According to the TIME/CNN poll, forty percent of African-American teenagers claim to have known someone in their age group who has been killed, whereas just fifteen percent of Caucasian teenagers said they had experienced the same. Interestingly, African-American youths believe they are treated unfairly by enforcement officers, while one-third believe they are at risk (Farley, 1997; 88+) of receiving unfair treatment. Just one of five Caucasian youths feels the same. John Hope Franklin, head of President Clintons race relations task force, claims genuine racial betterment will not arrive until you have improvement in the home conditions of kids of all kinds (Farley, 1997; 88+). An intriguing informal study gives an indication of how racial difference runs deep within an individuals psyche. Psychologist and author Beverly Tatum, who recently wrote Why Are All the Black Kids Sitting Together in the Cafeteria? , routinely poses the following question to psychology students: I am _______. What is most interesting about the answers she receives is the fact that Caucasian students fill in the blank with an adjective describing their personalities or characters, whereas students of other races are more apt to finish the sentence identifying their ethnicity. According to Tatum, such racial recognition is born out of adolescent peer pressure, societal influences and self-reflection (Farley, 1997; 88+). Polls are regularly put to use to determine the public climate on race relations. A recent USA TODAY survey of more than two thousand college freshmen from around the country reported that forty-five percent perceived race relations as having a positive stance within society; in all, two percent thought relations between African-Americans and Caucasians were excellent (Kohen, 1998; PG). A poll in The Independent, a British publication, noted that one-third of the Caucasians believed one should marry only within ones race (Forna, 1998; 1, 2). Granted, views of younger generations may be quite a bit more diverse than those of the older sect, but those younger views are what will ultimately shape the future of the country. Being on campus allows people the opportunity to intermingle more frequently with those of other races, which may give them the false impression that the rest of the world is as friendly with one another as they are at school. Unlike out in the real world, campus life encourages the fraternization of racial groups, attempting to overthrow the narrow- mindedness often found on the streets of reality. Noel Barrion, Asian American Student Union president, observes this difference each and everyday he looks to see who is sitting next to one another in the school cafeteria. Racial discrimination is out there. People just arent aware (Kohen, 1998; PG). Barrion says the AASU works hard to bridge the gap that separates the races as they exist on campus. Naima Stevenson, Black Student Union President, says the solution to combating racial discrimination (Kohen, 1998; PG) is to keep the lines of communication as wide open as possible in order to confront the complexity and richness of in the United States (Delgado, 1997; 39A). Because of this forward moving attitude, the relationship between the two campus racial organizations is in good standing. Says Barrion: The vehicle between us becoming friends is the desire to be involved (Kohen, 1998; PG). Both Stevenson and Barrion admit to the difficulty of establishing just how much race relations have changed for the worse or better during their short stay at college, but they both have reason to remain positive that future change will be for the better. For Stevenson, looking back after several years to find a marked improvement in campus race relations would be ideal. They both believe that if relations continue in the manner they currently are, this would not be such an unexpected occurrence (Kohen, 1998; PG). However, it is not uncommon to find just the opposite opinion from other students. The USA TODAY poll revealed that far more African-Americans sense the negativity with regard to race relations than does any other race. Yet despite actions in place to bridge the racial gap, those like Barrion and Stevenson believe far more can be done than the efforts currently available on American college campuses. While the opportunity is there for expansion, there is just not enough diversity on campus (Kohen, 1998; PG). It looks like it will still be the same problem going into the new millennium. Theres plenty of opportunity to meet someone of another culture or that you would have never known about before (Kohen, 1998; PG). President Clinton has set his sights on bridging the racial gap in an effort to improve the countrys deteriorating race relations (McFeatters, 1997; 68). By using his clout as Chief Executive and standing behind the affirmative action policy, Clinton hopes to turn around some of the prejudice that continues to spread across the land. A speech he gave at the Million Man March in Texas in 1995 effectively forecasted Americas situation as one where an inordinate number of people fear deep down inside that theyll never quite be able to see each other as more than enemy faces, all of whom carry a sliver of bigotry in their hearts (McFeatters, 1997; 68). Clinton contends that America must clean its house of racism; that a house divided against itself cannot stand (McFeatters, 1997; 68). While these words ring true, it is not clear as to what the President intends to do in the long run to curb racism in the United States. One thing he does propose is a more fair system of dispersing wage earnings among African-Americans, of who only one-fourth make upwards of thirty-five thousand dollars a year compared to one-half of all Caucasian Americans (McFeatters, 1997; 68). Speaking on the topic of integration, President Clinton agreed with Franklin who proposed the only way to clear the cloudy air of racism was to encourage open and honest dialogue (McFeatters, 1997; 68) among the races; that it was, indeed, the critical first step (68) in the direction of genuine racial integration. Other critics say it is time to end the reliance on racism as an explanatory concept (Wortham, 1996; 253) for all racial problems and move beyond the black-white paradigm (Gold, 1998; B-2) when the topic turns to race relations. When we say true integration, we mean the opportunity of every American to develop to the fullest extent of his capacity. We mean that every individual regardless then of regardless of religion, regardless of ethnicity, every American has an opportunity, should have an opportunity to move forward as rapidly as his talents, his or her talents, and as rapidly as the opportunities open (Page et al, 1998; PG). BIBLIOGRAPHY Introduction to Psychology; Inner Reality, Outer Reality in Diversity, Jennifer Iljas ISBN: 0-7575-2864-3 Anonymous (1997, June). Poll finds pessimism on status and future of U. S. race relations// Perceptions are black and white. Star Tribune, pp. 04A. Delgado, Richard; Perea, Juan F. (1997, November). Racism goes beyond black and white. Rocky Mountain News, pp. 39A. Farley, Christopher John (1997, November). Society: Kids and race: A new poll shows teenagers, black and white, have moved beyond their parents views of race. TIME, pp. 88+. Forna, Aminatta (1998, August). Bridge over troubled water. Independent on Sunday, pp. 1, 2. Gold, Matea (1998, February). L. A. shares its experiences with race relations panel; Diversity: Video points out what the city has learned and seeks to widen presidential advisory groups discussion beyond black-white issues. Los Angeles Times, pp. B-2. Green, Sharon (1998, May). Washington, DC, Presidents initiative on race: Progress. Talk of the Nation (NPR), pp. PG. Kohen, Rochelle (1998, February). USA Today survey reveals poor perception of race relations. University Wire, pp. PG. McFeatters, Ann (1997; May). Clinton hopes to close racial divide. Rocky Mountain News, pp. 68A. Page, Clarence; Hansen, Liane (1998, June). Race Initiative. Weekend Sunday (NPR),pp. PG. Wortham, Anne (1996, January). Distorting the Dilemma. The World I, vol. 11, pp. 253.

Concepts of Organisational Culture

Concepts of Organisational Culture What is organisational culture? Organisational culture is often referred to as something which tells us more about the organisation. This something may be the personality, philosophy, ideology or even the overall climate of the organisation. Organisational Culture is therefore an element which differentiates each organisation from the other and gives it a unique identity (Buchanan and Huczynski, 2004). The managerial writers vs. the academic social scientists The debate arises when theorists try to define culture. The management academics and consultants perceive this culture as a collection of values and beliefs, myths, symbols, heroes and symbols that possess a uniform meaning for all the employees. Whereas, the academic social scientists see it as a subjective reality of values and beliefs, artefacts, myths, symbols etc. They believe that organisational culture is formed through the social interactions of the organisations members and hence it is produced and reproduced continuously (Buchanan and Huczynski, 2004). This essay takes up both these contrasting perspectives separately in the light of various theoretical models and the examples of real life organisations. Organisational culture: following or adopting? The Managerial writers such as ouchi,1981; Deal and Kennedy,1982; Pascale and Athos,1982; Peters and Waterman,1982 and Schien,1985; believe that culture being an attribute of the organisation is given to its members who do not participate in its formation and accept or tolerate it as the organisation has it (Buchanan and Huczynski, 2004). Thus it is a collection of some basic assumptions that all organisational employees share and hence if these assumptions are changed, the culture will automatically be changed (Schien, 1985 Cited in Buchanan and Huczynski, 2004). Schien (1983) in his three levels of culture points out one of the sources of organisational values as those values which were the idea of a single person (founder) and are later modified by the companys current senior management. In contrast, Buchanan and Huczynski (2004) argue that if such is the case then these values may not be adopted by employees but only followed by them. And if senior management are the source of creating organisational values then these value may cause chaos when mergers and acquisitions take place. Then it will be a question of which of the older companies value will be followed in the newly formed organisation. Organisational culture as a means of unification and control The managerial writers suggest that if the basic assumptions are integrated amongst members and the organisation has a unified culture, then employee control will be possible and this will lead to greater productivity and profitability (Buchanan and Huczynski, 2004). On the other hand, the academic social scientists argue that a unified culture is never possible as organisational culture is pluralistic in nature due to the different subcultures present in every organisation. (Buchanan and Huczynski, 2004). Where managerial writer talk about extending the same unified culture to all the employees Brown (1995) argues and states the following facts that influence culture: Even if the employees are enthusiastic and intrinsically motivated as suggested by McGregors theory Y, most of them only give a fraction of their time to the organisation. They are members of other variety of clubs, societies and unions and hence they may not accept the culture whole heartedly and without any question since their demands and constraints are also influenced by these other bodies Part time or temporary workers are less likely to adopt the culture and some of them are actually working part time to avoid cultural control systems. Large numbers of people perform relatively unrewarding and undemanding jobs just for the sake of the financial reward. These workers may be only loosely attached to the organisation and may even go against a dominant culture in the organisation Contractual workers who are hired by organisations are actually members of separate organisations and it will be extremely difficult to make them feel part of the organisation. Therefore, the changing patterns of employment and organisational forms are actually impacting many of the very strict and cohesive cultures. The managerial writers believe in symbolic management of employees i.e. the use of organisational culture and selectively applying rites, ceremonials, myths, stories and legends to direct the behaviour of employees. The academic social scientists argue that since people enter organisations with different expectations, experiences, values, beliefs and motivations hence these factors also influence their behaviour in different directions In the practical world, we see companies using both these ideas, some try to reconsider their values and beliefs; and under the banner of changing culture try to come up and introduce new values and beliefs. It is argued that such attempts at changing culture may change behaviour of employees but not their deep rooted value and beliefs which do eventually have an impact on some of their behaviours (Thompson and Findlay, 1999). A simple example would be of the recent importance to corporate social responsibility. In such a case an employee may differ on his value and belief for a certain ethical issue, say the employee may not believe in child labour but what will he/she do when the company may have to outsource its manufacturing to a third world country (where majority of children are used as cheap labour) in order to cut down cost. Here, the employee may be convinced to change his behaviour and he/she may do so to save their job but at the end of the day their value and believe rema ins unchanged. On the other hand, some companies increase their employee interactions in a way that changes employee behaviour automatically. An example would be of an organisation that increases employee interactions with the customers and through this the employees are better aware of what behaviours please the customers. The changing nature of culture Another argument against the managerial writers would be that since they see organisational culture as something that has been pre determined and cannot be changed, how would they take into account the several changing factors that influence culture generally. An organisations culture may be influenced by its history, primary function and technology, its customers, its goals and objectives, size, location, top executives, strategy, structure and its environment (Mullins, 2007). The argument therefore is what happens to the culture when either of these factors changes. What will happen if there is new top executive in the company who may modify the founders ideas as per his values and beliefs? What happens if the organisation steps into a dynamic industry and requires a new structure and strategy, will its culture not automatically change or will the whole process of laying down new basic assumptions (values, beliefs, myths, stories and artefacts) will have to be put into action to ma ke the culture change? What happens if an organisation makes an international move and faces a new national culture? How will it now rely on its old stories, myths, legends and artefacts to induce a change in this new national culture? This argument is supported by the academic social scientists who consider culture to be produced and reproduced through different interactions. A fairly new concept is the learning organisation which was conceived by Peter Senge as a place where people at all levels are in a continuous state of learning and individual learning results in organisational learning (Mullins, 2007). Although it may seem as a utopian concept but it strengthens the academic social scientists view of the is culture which is in a state of continuous re-production. Therefore one can agree that the culture of the learning organisation would be one which would continuously change with every new organisational learning. At the learning organisation the has culture would be seen as one which would bound learning and may not appeal to the intrinsic sense of the employees to challenge, learn and achieve. On the contrary critiques like Harrison argue that the sum of the learning of individuals does not necessarily equal organisational learning (Mullins, 2007) Pixar is one such organisation which believes in creativity and learning at not only the artistic level but the technical level as well. The underlying reason for such a belief is that a movie contains many ideas all of which do not necessarily come from the producer or the creative head, but these ideas come from people dealing with cameras, characters, lightening etc. Pixar follows a peer culture where they have open discussions and exchange of ideas over any piece of ongoing work. They also have peers who look at and analyse daily motion work, unlike Disney where only a small senior group has the responsibility to do so. Therefore, at Pixar learning occurs from all directions and all employees which is due to its belief that everyone should have the freedom to communicate with anyone and it must be safe for anyone and everyone to offer ideas. That is how they foster collective creativity and learning (HBR, 2008). Organisational culture and the psychological contract The psychological contract of employees is another component which may be viewed in the light of the two perspectives of organisational culture. If the has culture is considered the psychological contract may be seen as the same for all employees as all share the same basic assumptions and clear controls are in place and hence the employer and employees may be contracting with each other on the same set of expectations. On the other hand the is culture will produce many different psychological contracts of employees and it will become very hard for the organisation to manage them, as each individual on the basis of their different interactions and interpretations will have a different set of expectations. (Herriot and Pemberton, 1995). The dilemma in cultural practice A major problem for an organisation can be sticking to any one of these cultural ideologies. This is due to the fact that an organisation on one hand may have an espoused culture i.e. how its senior management describes it and on the other hand it may have its in-practice culture i.e. the culture as it is experienced and lived by its members. Therefore even if it claims to be following a certain ideology it will always have more than one culture running in the organisation. Organisations rarely possess just one unified culture. One culture that superimposes the organisation culture is the stitched together patch of sub cultures in an organisation which may be overlapping and conflicting as well. (Brown, 1995) We see this conflict in the organisational culture of Nokia where on one hand it claims to nourish new ideas and innovation amongst employees (http://www.nokia.com/careers/nokia-as-an-employer/nokia-way-and-values) where as on the other hand it seems to have lost a head start at touch screen technology. This was when its stifling bureaucratic culture killed the idea of a smart phone with internet and touch screen technology and the management reasoned it to be a development Nokia would not be interested in. (http://timesofindia.indiatimes.com/tech/news/hardware/Nokias-bureaucratic-culture-troubles-new-CEO/articleshow/6637291.cms).However, recently we see that Nokia is struggling to compete in the same market. If the management would have actually maintained the culture they claim, and would have fostered idea growth, they would probably have been ahead of apple today. The concept of Organisation Socialization The managerial writers believe that a process of organisation socialization has to be followed with new employees of the organisation in order to make them learn the culture so that they can follow it and survive in the organisation. (Edgar schien, 1979 Cited in Buchanan page 650). It must be remembered that these writers believe that culture must be tolerated as it is something an organisation has. But when organisations like Disneyland are considered, it may be argued that the organisation socialization process consists of two parts. One is the formal socialization where the new recruits attend the University of Disneyland on an apprenticeship programme. This is where they learn the history, philosophy, language and values of the company. The other is the informal socialization mechanisms which are also very well developed at Disney land. New recruits at some point learn through their peers that the job they are assigned, the costume they wear and the area of the park they are allotted are actually determinants of their social status at work. At the same time they also learn about Getting back at misbehaving guests by tightening seat belts, slamming breaks suddenly and drenching people standing at river banks (Brown, 1995). Now, this informal socialisation is actually another sub culture within the organisation which is limited to the employees. Hence, this reinforces the ideo logy that culture may not necessarily be taught but may be born through social interactions. Organisational Culture and Motivation When discussing motivation and culture, one may argue how a culture of motivation may be left to be developed by the social interaction of organisational members. In such an area, the organisation may have to provide a cohesive culture which can offer employees both extrinsic rewards and intrinsic rewards such as bonuses, promotions, and stories, rites and ceremonies which create feelings of belonging. An organisation may also have to employ threats of punishments such as unwanted transfers, demotions and salary decreases to deal with certain cases of lack of motivation (Brown, 1995). Here we see that the views of managerial writers are more practical of providing a certain has form of culture to keep motivation in place. Bringing about Cultural Change The managerialist writers believe that culture can only be changed by changing the basic assumptions by the senior management (Schein 1979) we see that these writers specifically Schein are also compelled to believe and have written that when an organisation is in the last stage of its development i.e. maturity where it may also see declining profitability and loss of key people and outsiders have to be brought in to manage the organisation, such an influx of outsiders may induce cultural change. (Brown, 1995). Although, Schein states that such a change occurs due to change in the stage of organisational development (from birth and early growth to organisational midlife to organisational maturity) but it may be argued on the basis of the academic social scientists that such a change was induced by the change in key people and new social interaction induced a change in culture. Change is therefore viewed as intentional, predictable, pre-determined and brought about after careful planning, thus it follows a rational step-by-step procedure to effectively manage change(e.g. Kotter, 1996). An argument for cultural change is that changing only one factor as suggested by managerial writers such as a basic assumption may not be enough to bring about a cultural change. Ram Charan gives the example of cultural change at Home Depot involves multi-directional changes in the ways people worked to support the business model. A change was made to four main dimensions: Behaviour expectations were clarified and identification and measurement methods were put across. Metric such as data quantifying customer perceptions of the home depot experience clarified the expectation of accountability. Processes of how work was done were changed to fit the new culture e.g. instead of the old memos a video cast went out to all stores which focused on the upcoming promotions, new product lines and sales targets and bonuses for the week ahead.of new product lines, the revenue needed in the last week. Specific Programmes were put into place to support the cultural change e.g. competitive simulation and role-playing exercises where employees had to act out situations which clarified to them why the huge changes were made. Changes in the organisational structure made it easier to follow the new culture e.g. changes were made in purchasing processes to lower costs. Cultural change management takes place in an open system where the organisation has to simultaneously react to external needs and demand. In the recent years, factors such as globalisation, diversity, equality, increasing number of immigrants and avoiding discrimination have had a vast impact on how organisations manage cultural change. Is cultural change manageable? Cultures are a complex social phenomenon produced as a result of interactions. Therefore they are a product of humans, created by humans, sustained by humans and therefore can also be changed by human intervention. Therefore even if it is not planned to be changed, it will change as the social interactions change (bate, 1994) page 137 The main question is whether cultural change is manageable? i.e. whether persons can change culture deliberately, intervene by will and change the path of development of culture. This is where cultural change programmes fail to succeed since they do not take into account studying in detail the culture that has to be changed. An in-depth knowledge of the current culture is the basis for managing cultural change. (bate, 1994) page 137-138 Organisational Culture, Structure and Strategy What we notice and experience as cultural change depends directly on how we conceptualize culture (Meyerson and Martin, 1987 cited in Bate, 1994) page 9 The supporters of the has culture see culture as a component of an organisation which is no different to the other components such as structure, strategy, staff and so on. (Bate, 1994) page 11 One such model which details this is the Mckinseys 7-S framework which puts culture i.e. shared values at the centre of all the other components (Structure, Strategy, Systems, Style, Skills and Staff) (Peters and Waterman 1982 cited in bate,1994)page 11 Hence culture in this framework is treated as a variable which influences and is influenced by all the other organisational components. Hence Culture has an influence over organisational effectiveness in two regards, firstly its strength and secondly how well it is aligned with the other components (e.g. the structure-culture fit).Therefore from this perspective, changing culture is equivalent to a mere tasking of removing a faulty component and inserting a new one. (Bate, 1994 page 11-12) On the contrary, the supporters of the is culture conceive culture as synonymous with organisation i.e. an organisation is culture. They see culture as a paradigm which is defined by interpersonal organisational life. Therefore they see cultural change to be the same as organisational change. Since there is no bifurcation between organisation and culture therefore change in one will automatically lead to change in another and thus no separate strategies are required for each. (Bate, 1994)page 14 Another argument against strong cultures is that they have a development strategy for culture but no change strategy and so they are more likely to get trapped in their own culture. An example of such is the Hewlett Packard case where its ideology of doing things the HP way offered some form of comforts to the employees which backfired and employees were so busy being nice to each other that they avoided making commercial decisions which went against any other employee (such as laying off or relocating people). HPs intense humanistic ways lead to the employees viewing their privileges as rights e.g. refusal to relocate to other divisions made some divisions less competitive (bate, 1994) page 127 -128 On the other hand the has perspective which reinforces the importance of a strong culture is attractive from the view point that organisations can easily audit their cultures and be proactive in changing or strengthening the shared basic assumption and they can even bring about intentional change through the process of reculturing (Stoll, 1999). The has culture takes culture as, a separate component in an organisation and hence deals with issues such as strategy culture fit and so on. Weick (1985) and Hennestad (1991) argue against such a perspective stating that culture and strategy are substitutable for one another and culture is a strategic phenomenon and strategy is a cultural phenomenon. This implies that from such a perspective formulating a strategy of any kind is actually a cultural activity which will bring about engagement in a cultural change (Bate, 1994). A real life example of such a scenario would be when a company changes its strategy from a production oriented strategy to a market led strategy, this actually brings about a cultural change where a culture encouraging market research and up-to-date market knowledge is born. Further, the perspective implies that cultural change is actually strategic change where moving from one culture to another actually moving from one strategy to another. (Bate, 1994). A real life example of this perspective would be when a company like Disneyland in its organisational socialization stage declares to its employees that customer is king , this is in itself a strategy of being customer oriented. Pg 17-23 Limitations of the two cultural perspectives The managerialist perspective of organisational culture has a number of limitations. However, arguably it limits a deeper understanding of organisational culture and analyses only surface cultural factors such as taken-for-granted values and basic assumptions held in unity by the organisational members as described by Schein (1985). Secondly, it does not take into account the impact of the external environment on organisations which may play a role in determining change processes. The social perspective on the other hand gives a detailed insight into organisational culture, it opens up to dynamic areas of culture. But it requires the collection of very rich qualitative date which may not necessarily provide a clear pathway for action and interpretation of the data becomes a tedious task (Prosser, 2007) The management of organisational change is therefore understood from an open systems perspective in the organisations reaction to external forces and its adaptation and responsiveness to external needs and demands. Conclusion There is a lack of a definite way to define, control and change organisational culture. This may be due to the fact that researchers who work on this topic themselves come from different cultures and consider different elements to be part of organisational culture. The early researchers took a more philosophical approach to the topic. A reason for this might have been the unproven influence of culture on management and organisational practices. Later the academic social scientist gave a more externally-oriented approach which may have been due to the evolution of organisational culture and its impact on organisations (Stefan and Liz, 2000). The essay, based on various theoretical arguments, suggest that there is a broad scope for debates relating to whether culture can be changed or influenced, depending on how culture is defined. Most of the authors unite on the notion that culture can be changed but they differ on how and to what extent this can be done. They also differ on the fact if culture is only followed on the surface or adopted whole-heartedly. Another area covered was the debate about unification of employees on the basis of a unified culture. Cross relations of organisational culture with other concepts such as strategy, structure, motivation, psychological contract and socialization have been discussed. The essay ends with mentioning the limitations of the two approaches to organisational culture which reveal that these concepts are also influenced by the open and closed systems that an organisation may operate in.

Monetary Policy :: essays papers

Monetary Policy Summary The recent tax cuts and interest rate cuts have helped put the economy back on track. He says that the strong growth of the U.S. economy in recent months is neither an illusion nor an accident, but it reflects good monetary and fiscal policy over the past year. He says that there has been a key surge in consumer spending, and that the main reason for that surge was the enactment of the tax cut in early 2001. He also stated that the repeated reductions by the Fed in short-term interest rates supported the expansionary effect of the tax cut. Even though the interest rate reductions were not enough to prevent the recession that began in March of last year, the lower interest rates did stimulate consumer spending through a variety of channels. Analysis This article is also a good example of how the aggregate demand curve can be shifted by the determinant of monetary policy. Please refer again back to article #4, which explains the principle of the aggregate demand curve. By definition, Monetary Policy is a policy influencing the economy through changes in the banking system’s reserves that influence the money supply and credit availability in the economy. The purpose of monetary policy is to improve the economy by either increasing or decreasing the real income (or GDP) of the U.S. economy so that the economy is running at its potential. The Federal Reserve (The Fed) is responsible for conducting monetary policy for the United States Economy. There are three ways that the Fed conducts monetary policy: 1) Changing the reserve requirement. 2) Executing open market operations (buying and selling bonds). 3) Changing the discount rate. This article talks about the Fed decreasing the discount rate to stimulate the economy. The discount rate is the rate of interest the Fed charges for loans it makes to banks. An increase in the discount or interest rates makes it more expensive for banks to borrow from the Fed. A discount rate decrease makes it less expensive for banks to borrow. This article is talking about how the Fed decreased the discount rate making it easier for banks to borrow, increasing the money supply. The decrease in the discount rate increases the money supply because it lowers the bank=s costs and allows it to borrow more money from the Fed.

Essay on Nathaniel Hawthornes Scarlet Letter - Rev. Arthur Dimmesdale is the Greatest Sinner :: Scarlet Letter essays

Arthur Dimmesdale is the Greatest Sinner in The Scarlet Letter It is strange how often other peoples' sins seem so much worse in comparison to our own. In Nathaniel Hawthorne's 1850 novel, The Scarlet Letter, Arthur Dimmesdale, an adulterate minister, seems to believe that Roger Chillingworth, the husband of his lover, is somewhat lacking in righteousness, when in fact, Arthur himself has "deeply sinned." Through his adultery, his lying, and his lack of faith, Arthur Dimmesdale wrongs more than anyone else in the novel. "'You shall not commit adultery'" (Exodus 20:14). Hester's and Arthur's mutual sin is the source of their discontentment. They wrong themselves by breaking this sixth commandment. As Hester disavows her duties to her husband, Arthur denies his duty to the people of the community who look up to him with astounding reverence. He has polluted his soul, and says it best himself: "What can a...polluted soul [effect towards] their purification?" Arthur, through his own tainted actions, leaves himself in a position to either nullify the community's notion that the Reverend is a pure and godly individual or to lie to them. For most of the story, he chose the latter. "'You shall not bear false witness...'" (Exodus 20:16) Dimmesdale casts the eighth commandment aside as he continues to impress upon the Puritan community his moral and upright façade. "Happy are you Hester, that wear the scarlet letter openly upon your bosom! Mine burns in secret!" Dimmesdale realizes his fault in hiding his sin, but his desire to repent is repeatedly overcome by his craving for public approval. His continuing falsehood led to his straying away from his relationship with God. "'You shall have no other gods before me.'" (Exodus 20:3) In the words of Martin Luther, this first commandment can be best interpreted as "We should fear, love, and trust in God above all things" (Luther's *Small* Catechism). Dimmesdale does all but exemplify this conception. Instead of placing his fate in the hands of The Almighty, Arthur allows himself to become subdued by Roger Chillingworth, who acts as a figurative enzyme to sin by taking Arthur out of his comfort zone and stressing his relationship with God.