The novel & Frankenstein Essay Example for Free

The tale Frankenstein Essay How does Shelley make compassion toward the Monster, just as for Victor Frankenstein, in the novel, Frankenstein? Mary Wollstonecraft Shelley, brought into the world 30th August 1797 was the mysterious essayist who was adored over because of her novel, Frankenstein. She was an abstract symbol in the sentimentalism time in the mid 1800s. The all around celebrated novel was distributed in 1818 when Shelly was at 21 years old. Shelley chose to present her novel secretly as in that phase in history ladies were not paid attention to in the public eye and were casualties of chauvinist and preferential developments. The tale was initially a phantom story in which she composed while being overpowered by a progression of cataclysms throughout her life; the most exceedingly terrible of these were the self destruction of her stepsister, Fanny Imlay. Frankenstein is viewed as the best gothic sentimental novel in history and furthermore thought of as the main sci-fi novel. Gothic awfulness was a typical sort of utilization in the time Frankenstein was composed. This was a period of incredible books, for example, Dracula and Hound of the Baskervilles. Gothic repulsiveness is customarily set in dull strongholds and wide open with shocking groaning music and awful climate. Written in 1818, Frankenstein is the profoundly upsetting story of a tremendous anonymous creation that was made for the sake of science. Enormous and solid, the animal, made by Victor Frankenstein slaughters and murders numerous all through the story, yet thinking about his grievous beginnings, I should ask, who is the genuine beast in this gothic story of loathsomeness? Frankenstein is astutely written in two sections. The initial segment of the book is described from Frankensteins perspective as he relates his story to a boats commander. The second piece of the story is the beast revealing to Victor how he came to discover him and what had befallen him since he was surrendered. This method cunningly permits the peruser to see the two sides of the story and judge who the genuine beast is. In section five of Mary Shelleys Frankenstein, the animal is given life. The initial section utilizes lamentable false notion, utilizing the climate to lay the right foundation. The main lines of the section, it was a bleak night in November, and the downpour pattered drearily against the windowpanes, utilize conventional gothic awfulness view.

Management Control System Definition, Characteristics and More

Management Control System â€" Definition, Characteristics and More If you’d have to name a single function in the organization that can make or break it, you might mention management. The control of the operations and the people behind them is what management is about and it can be a tougher task than many imagine.So, what could make it easier and guarantee results that are more effective? According to a number of proponents, management control systems can help provide plenty of benefits to organizations of all shapes and sizes.What are these management control systems? Let’s examine the definition, the function, the characteristics and the benefits of it. We’ll also venture a little into the implementation process and the factors that can help or hinder when applying the system to your organization. DEFINING MANAGEMENT, SYSTEMS AND CONTROLOne of the best ways to understand management control systems or MCS is by examining the different components that make it. The concept is built on three distinct elements: management, systems and control.ManagementAs you know, management is about organizing people and processes in a manner that helps the organization achieve specific objectives. The management process wants to ensure different parts work together to attain these goals.How can this be done? Well, this in most instances means dealing with different resources and allocating them to correct roles and purposes. Management includes guidance and monitoring of these resources as well. You are essentially managing how other people perform a specific role and use resources, instead of doing it yourself. As a manager, you are essentially a facilitator â€" if A needs to be done, you find B to do it and provide him the strategy and the resources to do it.OK, so that explains the core conce pt, but what about the functions of management? You need to identify and understand the key components of management as well. The first component is the different functions of management. The definitions can be different depending on the situation, but generally, five functions are identified as the core functions of management. These are planning, organizing, staffing, leading, and controlling. You can watch the YouTube clip below to learn more about the functions and the specific processes they entail. The other key part of management is the resource types it entails. The most common forms of resourcing include: human resources, financial resources, technological resources and natural resources. You could use the above functions to allocate, control and monitor the different forms of resources. In essence, you are combining the functions you have at hand â€" planning, staffing and so on â€" with the resources, such as financial resources. The clearest example is having the functio n of staffing and using the human resource funding to hire in new staff.The definition of management in the context of MCS is important because of how organizations can be viewed. Think of an organization as a system. Now the role of management is therefore facilitating the production of beneficial outcomes from the system. If you want the system, i.e. the organization, to produce a result A, you use management to gather the resources, i.e. the human and other resources, to guarantee A gets done. You are essentially the engine, which gathers the other parts together to move the car forward.SystemsWhat about systems? As mentioned above, you can view organizations as systems. The Business Dictionary gives two definitions to systems, which are both good to understand in the context of MCS. Systems are:“a set of detailed methods, procedures and routines created to carry out a specific activity, perform a duty, or solve a problem”or you could view them as:“an organized, purposeful structure that consists of interrelated and interdependent elements”The key to systems, especially in the case of MSCs, is the structure of which they are formed and often perform. Every system comes with input, output and feedback mechanism. The system is able to maintain itself even when the surroundings are changing and it has a specific set of boundaries within which is operates. The picture here illustrates the idea of a system in a business context perfectly.You have an input, the business system and the output. You also have the feedback mechanism. The business system would be the strategy the business uses to create a specific output. If the output is to provide cheap shoes, the business strategy is manufacturing of the shoes with the specific elements this entails.The input, therefore, is the resources (materials, labor, equipment) you need to achieve the output. So, you take the resources, you implement them with your chosen strategy and you get the results. The results then provide feedback to inputs on the performance of the system. Perhaps you didn’t receive as many shoes as you wanted and so, you can increase input. For example, buy more materials, hire more people and so on. Source: Based on SlideShare presentation by Paul TurnerThe objective of the system is to achieve a pre-determined result each time it is executed.In a business environment, the sale process can be viewed as an example of the process. The organization has a set of policies and processes in place to guarantee the sale effort would always lead to a same result (i.e. the sale). As mentioned in the above section, management would be one of the methods used to guarantee the result occurs in the system each time.In the case of the example above, your pre-determined result might be to have 1,000 good quality shoes with an individual shoe costing $50 to make. The feedback might show you that occasionally the cost of shoes rises to $70 and you know you need to tweak the input or the processes you use, as you’ve deviated from the wanted results.ControlFinally, you have the concept of control. As stated above, control is one of the functions of management. In this context, it refers to the pro cess of analysis and corrective action. When controlling, you are essentially monitoring whether you are receiving an expected result of a process (or during it) or if the outcome deviates from the expectation.If there is a deviation, you take corrective action to ensure the expected results occur. Previously, the concept of control was mainly focused on correction after an error had occurred. In the example of the shoe production, you would notice there was a deviation when you count the shoes and instead of getting 1,000, you’ve made 999.But with the rise of modern technology, control can be used to foreseeing an error. This has changed the function and made it increasingly important part of the management process. For example, your shoe production facility might have monitoring systems that help you realize the shoes are not being finalized as quickly as they should in order to make 1,000 pairs. You are essentially able to see that you would encounter a problem; instead of just realizing a problem has occurred.If you consider the process in the forms of steps, control in relation to management would look like this:Setting a goal and establishing desired objectives.â€" “I want to create 1,000 pairs of shoes in a month.”Measuring the achievements of goals and objectives.â€" “I’ve made 999 pairs of shoes in a month.”Comparing the achieved goals and objectives with the original goals and objectives. â€" “I wanted 1,000 and I got 999. I wanted to do it in a month and I’ve spent a month.”Analyzing variances and reporting on them. Determining the underlying causes for the variations.â€" “I’m one pair of shoes short, but I’ve met the deadline. I did not have enough materials on day two and I got behind in my goals.”Taking corrective action to eliminate the variations.â€" “I’ve recalculated the requirements for fabrics and I’ve ordered enough for next month.”Following up and repeating the process.â€" “I’ve now created the right amount of shoes every month.”WHAT IS A MANAGEMENT CONTROL SYSTEM?The above has hopefully started your mind to process the concept of MCS, as you are aware of the special meaning and interconnectedness of the specific concepts that make it. But let’s look a bit closer to what MCSs are and how they are defined in the modern context.One of the first definitions of MCSs is from 1972 when Ernest Anthony Lowe, professor at the University of Sheffield, published an article called On the Idea of a Management Control System. According to Anthony Lowe, an organization would need to establish a specific system to control and plan the different operations it is going through. He identified four reasons for the necessity of the systematic management control:All organisations have definable organisational objectives.Management has hierarchy, with managers being in sub-units. Each manager has to define personal goals, which are aligned with the organisation’s objectives.Organisational situat ions, together with human behaviour, create an uncertain situation and this uncertainty is present in internal and external circumstances.Objectives must be economised and the human endeavour must be a variable in these objectives.Anthony Lowe also described in his book how management control systems are the processes “by which managers ensure that resources are obtained and used effectively and efficiently in the accomplishment of the organizations objectives“. Nonetheless, he felt the MCS to be different from strategic planning or the operational control businesses conduct.In essence, while strategic planning is about giving your organization the direction in which it should go, and operational control provides the management the authority to perform the strategic functions, MCS is about ensuring the above two happen in the first place. Without proper MCS in place, you don’t know if the business can achieve its goals and if the strategies you’ve chosen will work according to plan. You might notice a pattern here: the management control system is about providing the check and balances to the system.Other theorists began building on top of Anthony Lowe’s writings. Horngreen, Datar and Foster have defined MSCs “as means of gathering and using information to aid and coordinate the process of making planning and control decisions throughout the organization and to guide the behavior of its managers and employees”.Essentially what they are saying is that a management control system is a tool businesses can use to measure its performance and to compare its desired objectives against its actual objectives. By establishing a management control system, the business makes it easier to align individual decision making with the larger organizational objectives. The system is rather comprehensive, creating a framework in which not only are the internal aspects controlled and monitored, but the external behaviors and environments are also looked after.An exam ple of both would be the control of internal actors such as accounting and human resources as an internal factor, with external changes represented by industry developments like new regulations for products. At this point it must be said that theorist don’t always agree on the definitive definition of MCSs. If you are looking for a quick, few sentences, you probably won’t have much luck. While the concept in the broader sense is clearly outlined, the finer definitions can be muddled.So, what can you actually do with such as system? It essentially allows you to perform the following functions:Document operational objectives â€" You are able to outline what the organization wants to achieve in terms of short- and long-term goals. This could be directly related to financial performance, but it could also entail social objectives such as waste reduction, for example.Document the operational strategies and policies  â€" Of course, you also need to ensure you are aware of the how. How will you achieve the above? You will need to document the policies in place in the organization, the different equipment and resources needed, and the strategies you implement. This could deal with things like employee management (salary, working hours, etc.)Assess the performance of organizational processes â€" You then need the tools to assess the performance of what you are trying to achieve and how. This includes gathering information from different sources, whether financial or non-financial. We’ll look at these more in the next section. At this point you are looking closer to the organization and checking what it is doing and how. You are detailing and outlining what the result of your policies and strategies are.Compare performance in relation to the objectives and policies â€" Finally, you compare the actual performance to the objectives you set at the start. You can clearly notice this is the essence of the business system. You have the structures in place, you add the r esources, and you see what the result is, after which you can check what you got in comparison to what you wanted to get. Another great analogy would be cooking food with an oven. Consider you want to make a crispy baked potato. You take the input (the potatoes) and you use the strategies (oiling the potato, adding salt, putting it into the oven for a set amount of time). You take out the baked potato and you check if you have the right result (is it crispy?).THE CHARACTERISTICS OF MANAGEMENT CONTROL SYSTEMSSo, you now can understand the functions of MCS and the purpose of the system, but what about the characteristics? What makes something a management control system?As the above showed, MCSs generally describe the design, installation and operation of different planning and control frameworks within management. But there are two distinct control systems within the concept. While these are different from each other, they are also interrelated and sometimes hard to separate from eac h other.First, the MCS refers to the structure, either organizational or the relationship of different components, of the different responsibility structures within the company. It further outlines the performance measures and how the information moves within and between the different responsibility structures. For example, in a complex and large organization, such as a production facility for creating different car parts, the responsibility would be divided into multiple units. The management would therefore be in charge of different aspects of the organization, and there would be a number of sub-units. On the other hand, a small business, like a family bakery, is unlikely to have many responsibility centers. MCSs core characteristic is the organizing and planning of the relationship between these different structures and centers of responsibility.The other core characteristic, on the other hand, is about the processes or set of activities the organization takes in order to achieve its objectives. This part of the system refers to the steps the organization, and especially its management, needs to perform in order to set objectives, allocate resources to achieving these objectives, and to achieve the objective. The different processes that MCS performs and monitors is essentially looking at these phases and creating the right ways of going about the processes. This could involve things like monitoring the budgeting, measuring the performance of subordinates and so on.Essentially, the first characteristic is about the structure of the MCS and the second characteristic refers to the processes. To understand it, you can consider it like this:The system’s design is about the structure of your management control system.The system’s performance is an indicator of the process of your management control system.The other key thing to realize about the characteristics of MCSs is about two separate natures the system has. MCS essentially has an informal and a formal control system. Let’s examine them in detail:Formal control systemInformal control systemThe organization has clear procedures, rules and guidelines in place to explain the different managerial requirements. These guide, motivate and direct the management, as well as the subordinates, to perform their tasks in a manner that helps achieve the operational goals. They are also used to co-ordinate behaviors of superiors and subordinates.The organization will also have informal and unwritten processes in place for management control. These are aimed to provide higher motivation amongst the employees and ensure organizational goals and strategies are appropriately implemented. Informal control systems also boost goal congruence.An example of a formal system would be the rules and guidelines used by the human resource department in terms of functions such as hiring and developing staff.An example of informal control system would be the good behavior expected from managers and subordinat es, such as loyalty towards the organization and respect of the organizational culture.Finally, you should notice the distinction between financial-based functions and non-financial functions. Most of MCSs are actually use accounting and other financial metrics as the key evaluation metric. This means you have an emphasis on financial measures, such as how many sales were made or what it cost to hire a new person.The reason for using these as the basis is rather obvious. Measuring performance with a real data set, such as a financial metric, is easy and straightforward. The management can tell a lot about performance by understanding the underlying financial factors of a specific behavior. If you were to sell 1,000 pairs of shoes, while your other peers sold only 400, the manager would want to focus on your specific behaviors to boost overall performance.But there are certain essential non-financial factors at play as well. These can be measured with surveys and other feedback forms , and they include things such as customer satisfaction and product quality. The management can learn more, improve planning, and enhance control with information they receive directly from the customers. What makes them happy? What has disappointed them in the past?Knowing, for instance, how customers continuously complain about waiting times will help the management direct the organizations resources much better. The other example of these non-financial functions of MCS would be product quality. This can be an important tool for managers, as it reveals how well certain development strategies are working. If your products are constantly breaking down, you can take corrective action and find out where in the production line the quality is compromised.CORE ELEMENTS OF IMPLEMENTING MANAGEMENT CONTROL SYSTEMSNow if you were to implement an MCS at your organization, you would, just as with most systems and strategies, need to focus on certain essential factors to guarantee efficiency. F or MCS, three core elements can determine the success and the effectiveness of this framework. They should be at the heart of your strategy from the start. The three are:The MCS is aligned with the organizations strategies and goals. Before the implementation of the system, you need to understand and outline the current strategies in use, as well as define the objectives the organization wants to fulfill. These need to be the overall operational goals and not simply the aims you have for the MCS. It’s crucial to ensure the framework you choose to implement is in harmony with these existing processes and objectives. If the processes are not aligned, then your MCS will end up being ineffective or insufficient for your needs. It’s important to understand that the implementation of the system does not require the organization to change its core policies or redirect its objectives, but that the system can be made to fit within the current system.MCS is not there to transform the orga nization, but ensure it operates with maximum efficiency!Designed to fit the organizational structure. Furthermore, the MCS must consider the current organizational structure carefully. You want the management control system to fit the how the company operates and how it has structured these operations, especially in terms of its management. The key part of this is the understanding of the decision-making structures currently in place. It’s essential to create a management control system, which understands these decision-making structures and enhances them, instead of turning them around or hindering them. This can easily be done through the study of management structures and aligning the new model by dividing the responsibilities according to these structures. The control shouldn’t shift from the current models; it just will become more focused under the new system.Motivate people through different reward systems. The final key element of the implementation should be focused on the reward structures you will use as part of MCS. The idea of the system is about motivating the managers, as well as the subordinates, to work towards attaining the organizational goals in place. The effectiveness of the motivation can be improved by tying a variety of rewards to the achievement of these goals. The rewards themselves can change and include a variety of different types, depending on the task achieved or the performance the person displays. They can be purely monetary rewards, such as bonuses or increases in salary, or have a more material benefit, such as access to gyms or health clubs or updates on tools and other equipment. Furthermore, you should also have clear promotional structures in place to reward and motivate those people that show the highest productivity and creativity.Later in the article, we’ll discuss some of the other factors that influence the implementation of MCS. But the above are the elements you need to focus on when applying the system wit hin your organizations and the key factors, which can guarantee a successful implementation. If you focus on the above factors during the implementation process, you can start enjoying some of the benefits management control systems provide for organizations.THE BENEFITS OF MANAGEMENT CONTROL SYSTEMSSo what about the benefits? What are the tangible reasons for using MCSs? The benefits of implementing the framework focus largely on different ways operational efficiency is enhanced and improved.First, implementation of an MCS can reduce risks. The organization will remove non-conformity by ensuring the actual performance and results relate to the main objectives of the organization. The organization doesn’t just set goals and then pursue them blindly, but has systems in place to ensure the processes are moving the organization towards the objectives.Since you are aware of the effectiveness of your systems, you can notice problems quicker. You reduce risk as you notice problems befor e they turn into a disaster. Consider you are aiming to boost sales to increase the organizations bottom line. Due to having an Management Control System in place, you’ll be alerted if the cost of production goes up and the targets become harder to obtain.In even simpler turns, imagine you are driving down the road. Now if your car just stops suddenly because it ran out of fuel, you are in trouble and you didn’t have a warning system in place. On the other hand, if you have a system in place monitoring your fuel levels, you can have an alarm notify you when you are running low on fuel. This allows you to take corrective action (find a gas station), before you are stuck on the side of the road.The framework also improves your organizations ability to plan future actions. The information flows faster under the MCS system, as each part of the organizations process is being monitored and analyzed. The enhanced information flow makes it easier to plan and organize future processes an d ensure objectives are set properly.Without the kind of information MSC provides, you would find long-term planning difficult, as you wouldn’t have the right facts or the control to guarantee you are aware of the current situation and on top of future predictions. In the car example, knowing how much fuel you have in each moment and the distance you need to travel, will make it easier to plan when you need to stop to refuel.Organizational efficiency also improves in the form of better facilitation of co-ordination. For any business to succeed, a good communication between the management and other parts of the business is the key. With MSC in place, the workers, their tasks and objectives are aligned with the management’s tasks and objectives.The control systems in place create a middleman between the management and the employees and feeds information to both directions. As you, the manager, become more aware that sales numbers are increasing due to a specific result, you can us e the information to tweak and perfect the system further. On the other hand, this also improves employee motivation and gives them feedback on the things they are doing right.MSC naturally provides benefits in a pure managerial point of view. The first is how managerial problems are much easier to notice. Each organization will face problems related to the other managerial functions of planning, staffing and organizing, but with a proper control system in place, the impact of these can be limited. You gain more information, you receive early notifications when the management is not working to its standard, and you are able to remedy the situation before it gets worse.Furthermore, supervision becomes much easier under the systematic control system, since the deviations are easier to spot. The data and information you receive as a manager will make it easier to notice the issues, instead of having to monitor each employee constantly. Supervision is smoother and more focused on spotti ng the actual problems and deviations in the system.Finally, MCS supports organizational decentralization, without the loss of control. The system creates an environment of knowledge and understanding of the objectives. A key part of the framework is the proper communication of the goals and policies in place to subordinates. Since the subordinates and lower level managers are on top of the current situation and are fully aware of the expectations, they can have more confidence in doing the right things.Since the framework doesn’t require constant monitoring by the manager, the subordinates are able to make decisions and solve problems on their own. The motivation and the belief to know you can do it is much deeper under the system, since you know the MSC will pick up any key deviations and help you correct them.ELEMENTS INFLUENCING MANAGEMENT CONTROL SYSTEMSSo, we talked about the key factors to focus when implementing the system, but it’s also a good idea to figure out the ele ments that have an impact on the implementation. These are essentially the elements that make MCS work for your organizations benefit and smoothen the process. You want to focus on these factors, as they can impact the cost of implementation and the effectiveness of it. There are four key factors to look out for:The size, the reach and the structure of the organization. Larger enterprises are naturally different to smaller organizations in terms of operations. The nature of control and the content specifics of the MCS. The larger the enterprise, the more complex the MCS will be. Each organization also has its own statutes and conventions, which need to be taken into account when implementing the system. The management philosophy of McDonald’s will be different to that of Apple. The difference might also be even steeped when you have a small family business or a large international corporation. The organization will also have its unique delegation and decentralization strategies in place, which must be considered as an influence on the MCS.The nature of the operations and their divisibility. Management is influenced by the nature of the operations it is supposed to manage and this will impact the implementation of MCS. Part of the nature of operations deals with their divisibility into sub-sections. Depending on the industry, you might not have a lot of division. For example, if you are working on a single product industry, such as oil, sub-units are relatively unimportant. The management of the production and the product cannot, therefore, be divided into a variety of sub-sections. The less divisibility there is, the different the MCS process will be.The variety of responsibilities within the organization. MCS is also driven by the different responsibility centres an organization might have. The more responsibilities, the more different control systems are needed to keep operations flowing. Control of different responsibilities in terms of results can vary. You might measure the success by expenses, profitability or return on investment. MCS need to be implemented with the specific criteria of performance in mind and therefore, the variety of these responsibilities will be a key determining factor.The people of the organization and their perceptions. The final factor influencing the implementation of MCS deals with the people within the organization. People’s perceptions of the MCS need to be taken into account and considered before you implement the framework. Different people might have a varying view in terms of the effect the system has on their work, job satisfaction and security, and the general well-being and motivation to perform tasks. The perceptions might change from department to department, but understanding them will help ensure the system has the right impact. When you are designing MCS and implementing the system, consideration of these perceptions can help you monitor performance, implement the right type of system, and ensure people’s perceptions are either fulfilled, if positive, or changed around, if negative.In broader terms, effective control systems have a broad variety of factors that are required for successful implementation. When you are implementing a management control system, you should also keep those in mind. The below video clip is a good summary of the essentials of functional and effective control systems. FINAL THOUGHTSTo recap the above, management control systems are designed to gather information and to use this information in order to help the organization to reach its objectives. The system focuses on the performance of the different organizational elements from human performance to financial performance.The informal and formal MCSs will ensure the organizations resources perform as efficiently as possible. Whether it’s about finding ways to cut down production cost through performance or ensuring your employees don’t suffer from burnout, an MCS will help direct re sources into the right places and monitor performance level.The system can provide real benefits to organizational efficiency â€" you are more able to notice problems, plan your strategies and ensure better co-ordination amongst the different departments and units. Not to mention it can make the world of management easier.We all know how hard it can be to be a manager, but with an MCS, your workload is reduced, you’ll become better at communicating and controlling the different functions, and you can ensure other people take responsibility to get things done. Management control systems smoothening out the process of being a manager and anything that boosts performance is a good thing!

New York City Of Red Hook Essay - 953 Words

Red Hook had declined from a vibrant, working-class waterfront community into a notorious hotbed of drug-related violence, cut off from the rest of New York City and the rest of Brooklyn by an elevated highway and a lack of public transportation, the citizens of Red Hook were despite for a much needed change. By looking at the success that followed from Manhattan’s first community court, the citizens of Red Hook believed that the same success could be achieved in their neighborhood as well. Thus, in the year 2000, the community of Red Hook opened its doors to its new courthouse, which was once a vacant school house. In 1938, New York City built its first high-rise public housing development in the community of Red Hook, which consisted of 27 building that contained over 2,500 apartments. In the late 1950’s the citizens of Red Hook saw many of its jobs going to the ports of New Jersey and to more convenient areas of New York City, the Red Hook community saw its population fall nearly half in less than forty years. By the 1990 Census, the population had become predominantly Black and Hispanic, with over 70 percent of the community residing in the housing projects. The median income of the community was less that 9,500 less than one- third of the median New York City as a whole and over 30 percent of the area working age men were unemployed. Over 78 percent of Red Hook’s children were being raised by a single parent or a non-parent, while six percent of adults aged 25 andShow MoreRelatedCommunity Justice And Criminal Justice980 Words   |  4 Pagesactions of the sentencing process and they rarely are involved in the judicial outcomes of those actions. 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In the book, Sam’s goals were to reach indepence and to survive using the resources in the woods. For example

Standardization And Adaptation Of International Marketing

1.2 standardization vs adaptation Nowadays people always argue should we use the same standard for worldwide or using different strategies for different countries in the modern world. People who are using standardization strategy in international marketing. First of all, the development of the technology had made the world become a village, that means each country and their people are closer than ever before. (David A, 2013) Base on this opinion, the individual markets are not along isolated at all; globalization makes every individual market became a global market, every market can affect other markets. For instance, the U.S. subprime mortgage crisis can not only affect nearly countries like Mexico, Canada, but also affects the worldwide economy. Secondly, the popular culture makes a different country’s cultural mixing as one; because of the development of communication, different country’s culture can also affect each other. For example, you can find so many Chinese restaurants in the UK, but most of them are supplied non-traditional Chinese food which mixing Japanese flavor or Korean cooking method. In their opinion, that means people are easier to adapt new thing than ever before, so they can make a standardization for all markets. Thirdly, the global market had become more open than before. Most countries are opening up their markets, that means the political barriers are becoming lower for international companies which using standardization strategy. (Poulis andShow MoreRelatedStandardization Versus Adaptation in International Marketing2205 Words   |  9 PagesStandardization versus Adaptation in International Marketing Introduction The most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. 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Whether a company chooses to standardize or adapt its operations depends on its attitudesRead MoreCritical Analysis of Standardization and Adaptation in International Marketing2462 Words   |  10 Pagesdecision faced by the company to choose between standardization and adaptation in its operations, products or services. It has been one of the important and most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international marketing. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge forRead MoreInternational Standardization And Adaptation Of Shiseido s Marketing Strategy1944 Words   |  8 Pagesstandardisation and adaptation of Shiseido’s marketing strategy in Chinese and U.K market. 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Raisin in the Sun Free Essays

McNevin O’GarroJanuary 7, 2013 EnglishPeriod: 9 A Raisin in the Sun Lena, Walter, Ruth, and Beneatha are all members of the family named Youngers. The name derives from Walter Senior, Lena’s husband and Walter Jr. and Beantha’s father. We will write a custom essay sample on Raisin in the Sun or any similar topic only for you Order Now He worked tirelessly in construction, to the point where he finally passed away after such a long period hard work. Along with his death although came a pension worth ten thousand dollars toward the family. All the members of the family have dreams that are deferred throughout the story A Raisin in the Sun. Walter Jr. is a chauffeur who drives wealthy white people around for pay. With the pension from his father’s death he was striving to create his own liquor store. The ten thousand dollars that came in a check to the younger’s apartment was his catalyst to start of his business. During the story Walter says â€Å"Damn my eggs†¦damn all the eggs that ever was† in this quote Walter is signifying that all the dreams he had aren’t being supported by his wife or his mother so he might as well give up on them. Also when the check came and Walter’s partner, Willy Harris, stole seven thousand dollars out of the younger’s possession Walter’s dream was deferred. Lena also known as, Mama, in the younger’s household has a dream of a beautiful garden where she can have multiple different gorgeous flowers, growing around, aside from her single plant that she is nurturing in the apartment with barebones necessities. â€Å"Well, I always wanted me a garden like I used to see sometimes at the back of the houses down home. This plant is close as I ever got to having one. † This quote explains Mama’s dreams towards having a better garden for her to care for her flowers. When the money was stolen, Mama had already put a down payment down on the family’s new home in Clybourne Park. Mama showed a strong powerful disappointment in Walter for not being able to responsibly take care of the family’s money for even a minor period of time. Her dreams toward a luscious garden were deferred right then and there. Ruth, Walter Jr. ’s wife who has wanted to escape from her rat hole of an apartment for many years, but hasn’t’ raised enough funds to ascertain better living arrangements. She works a job as a maid for wealthier lot of people outside of her apartment. The check coming in, Ruth felt that the money should all have been spent on Lena due to it officially being her property to which Walter disagreed since he could use it to start to his liquor store investment. After learning of the loss of the money, Ruth was very saddened to think that she was not going to make it out of the apartment before her newborn child would be born. When Walter finally took pride into his family and accepted the offer from the Clybourne Park representative, Mr. Linder, she expressed how happy she was to finally escape from the apartment â€Å"All I can say is—if this is my time in life—my time—to say goodbye—to these cracking walls! —and these marching roaches! —and this cramped little closet which ain’t now or never was no kitchen! . . then I say it loud and good, Hallelujah! and goodbye misery . . . I don’t never want to see your ugly face again! † She personified the apartment as to having an ugly face in which she didn’t want to see again knowing she was moving up to a better place. Beneatha,Walter’s sister, who dreams of getting past the oppressive lifestyle she lives under due to th e time period she lives in with oppression on both blacks, and women. Her being both, just set her back double times as much for her dream to become a doctor. With the money from the check Beneatha had a lot of hope of easily being put through her medical schooling year where she would earn her degree, to which she could become a fully realized doctor. When she learned of the robbery from their family of the ten thousand dollars she felt absolutely dead inside knowing that she would never rise above the oppressive world the existed in. Well – I do – all right? – thank everybody! And forgive me for ever wanting to be anything at all! (Pursuing him on her knees across the floor) FORGIVE ME, FORGIVE ME, FORGIVE ME! Beneatha at one point yells out for which she doesn’t know what to do with her life when all she done is strive but never attain positive results. After all the families troubles, worries, and problems they decide ultimately to move on into their new home in Clybourne Park and experience life there. Although most of the family member’s dreams are deferred they still manage to prosper in life and look ahead rather than back at what was, but instead into the future of opportunities awaiting them at their new community. How to cite Raisin in the Sun, Essay examples Raisin in the Sun Free Essays McNevin O’GarroJanuary 7, 2013 EnglishPeriod: 9 A Raisin in the Sun Lena, Walter, Ruth, and Beneatha are all members of the family named Youngers. The name derives from Walter Senior, Lena’s husband and Walter Jr. and Beantha’s father. We will write a custom essay sample on Raisin in the Sun or any similar topic only for you Order Now He worked tirelessly in construction, to the point where he finally passed away after such a long period hard work. Along with his death although came a pension worth ten thousand dollars toward the family. All the members of the family have dreams that are deferred throughout the story A Raisin in the Sun. Walter Jr. is a chauffeur who drives wealthy white people around for pay. With the pension from his father’s death he was striving to create his own liquor store. The ten thousand dollars that came in a check to the younger’s apartment was his catalyst to start of his business. During the story Walter says â€Å"Damn my eggs†¦damn all the eggs that ever was† in this quote Walter is signifying that all the dreams he had aren’t being supported by his wife or his mother so he might as well give up on them. Also when the check came and Walter’s partner, Willy Harris, stole seven thousand dollars out of the younger’s possession Walter’s dream was deferred. Lena also known as, Mama, in the younger’s household has a dream of a beautiful garden where she can have multiple different gorgeous flowers, growing around, aside from her single plant that she is nurturing in the apartment with barebones necessities. â€Å"Well, I always wanted me a garden like I used to see sometimes at the back of the houses down home. This plant is close as I ever got to having one. † This quote explains Mama’s dreams towards having a better garden for her to care for her flowers. When the money was stolen, Mama had already put a down payment down on the family’s new home in Clybourne Park. Mama showed a strong powerful disappointment in Walter for not being able to responsibly take care of the family’s money for even a minor period of time. Her dreams toward a luscious garden were deferred right then and there. Ruth, Walter Jr. ’s wife who has wanted to escape from her rat hole of an apartment for many years, but hasn’t’ raised enough funds to ascertain better living arrangements. She works a job as a maid for wealthier lot of people outside of her apartment. The check coming in, Ruth felt that the money should all have been spent on Lena due to it officially being her property to which Walter disagreed since he could use it to start to his liquor store investment. After learning of the loss of the money, Ruth was very saddened to think that she was not going to make it out of the apartment before her newborn child would be born. When Walter finally took pride into his family and accepted the offer from the Clybourne Park representative, Mr. Linder, she expressed how happy she was to finally escape from the apartment â€Å"All I can say is—if this is my time in life—my time—to say goodbye—to these cracking walls! —and these marching roaches! —and this cramped little closet which ain’t now or never was no kitchen! . . then I say it loud and good, Hallelujah! and goodbye misery . . . I don’t never want to see your ugly face again! † She personified the apartment as to having an ugly face in which she didn’t want to see again knowing she was moving up to a better place. Beneatha,Walter’s sister, who dreams of getting past the oppressive lifestyle she lives under due to th e time period she lives in with oppression on both blacks, and women. Her being both, just set her back double times as much for her dream to become a doctor. With the money from the check Beneatha had a lot of hope of easily being put through her medical schooling year where she would earn her degree, to which she could become a fully realized doctor. When she learned of the robbery from their family of the ten thousand dollars she felt absolutely dead inside knowing that she would never rise above the oppressive world the existed in. Well – I do – all right? – thank everybody! And forgive me for ever wanting to be anything at all! (Pursuing him on her knees across the floor) FORGIVE ME, FORGIVE ME, FORGIVE ME! Beneatha at one point yells out for which she doesn’t know what to do with her life when all she done is strive but never attain positive results. After all the families troubles, worries, and problems they decide ultimately to move on into their new home in Clybourne Park and experience life there. Although most of the family member’s dreams are deferred they still manage to prosper in life and look ahead rather than back at what was, but instead into the future of opportunities awaiting them at their new community. How to cite Raisin in the Sun, Papers

Strategic Management for Accounting Research-myassignmenthelp

Question: Discuss about theStrategic Management for Accounting Research. Answer: Introduction In the business report of 2014 the CEO of Unilever Paul Polman, have highlighted about the fact that significant economic headwinds and weak market that the company has to deal with. The main strategy of Unilever is to focus of being the leading organization within the market. They also have enjoyed high rate of market growth. The four major product groups of Unilever include personal care, refreshments, food and home care. Being one of the international organizations, the company had implemented aggressive strategy that has helped them to improve upon the market share. The aim of the current report is to discuss various aspects of the strategic management policies that are being implemented by Unilever. The operational strategies that are being implemented within the organization by the CEO are also discussed in the overall report with the help of various answers. Company Background The Unilever is a leading organization in the food industry which has a global presence and a good reputation in the world market. The organization has varied a product line which includes personal care, food refreshments, home care etc. They primarily focus on the quality delivery of the products and services at competitive prices. The organization has a good number of competitors in the world market; some of them are PG, Wal-Mart etc. Long Term Objectives The objectives are the outcome which the organization has to achieve so as to meet its requirements like the profitability, competitive advantage etc. the long term objectives are the goals which are supposed to be achieved in a time period of one or two years. When planning the long term objective it is essential that the organization should follow certain criteria which make it more effective and result oriented (Daspit et al, 2017). For the organization Unilever in order to attain competitive advantage, sustainability etc it is essential to have strong long term objectives. For the new CEO Paul Polman of the organization Unilever some criteria for the formulation of the long term objectives can be recommended. Considering four among the criteria of long term objectives a grand strategy is developed for the Unilever in order to enhance its performance. The long term objectives of Unilever that are used in the process of strategy implementation will help in the process of dealing with most the challenges. The following are the most important criteria long term objectives: Profitability: It is important for the large scale organizations to improve upon the range of their profit that will help in the process of dealing with the sustainability for longer period (Pearce and Robinson, 2005). It is the duty of the CEO to focus on the levels of profit that can help them in the process of long terms strategy development process. One of the major characteristics of the strategically managed firms is to set long-term objectives of profit. This is mainly expressed in the forms of earnings and the value of the share or the equity that is obtained in exchange. The CEO needs to monitor the value of the share that can be used as the parameter to measure the level of profit and growth of the organization. Productivity: Productivity is also one of the important components of the strategy that are being implemented as a part of the strategy. Business firms that can improve upon the rate of production can easily help to improve upon the profitability. As the CEO of the Unilever Company, it is important to implement strategy that can help to improve upon the rate of productivity of the products. The rate of production for the large scale organizations generally depends upon the performance level of the workers. It is thus important to improve upon the strategy that can help to motivate the workers to improve upon the level of performance. The CEO also needs to bring about the latest process of innovation that is also one of the important parts of improving the rate of productivity. Competitive Position As the world of business environment is getting tougher, it is essential for the large scale organizations to have better competitive advantage. It is the duty of the CEO in the context to have better competitive policies in terms of pricing and quality of the products. The long term strategy is one of the main parameters of the Unilever Company to gain significant competitive advantage over the rivals. Employee Development: The development of the performance level of the employees with the personal development and training program can help them in the process of job security. It is the duty of the CEO to ensure that all the employees within the organization are able to develop upon the working skills as part of the training program. This is one of the important part of the long term stagey that can help the company to have long-term relationship with the employees and thereby able to decrease the rate of employee turnover. For meeting these criteria Mr. Paul can document the long term objective in a written formant and can be circulated so that all the employees can read and understand it well. Sessions can be conducted so as to provide training to the employees and can interact with them effectively. This can enhance the understandability level and hence can add value to the effectiveness of the long term objectives. Operational Strategies The operational strategies are the approach adopted by the organization in order to achieve the objective effectively. Through the implementation of the effective operational strategies the organizations can enforce an effective systems within the organization through which the objective achievement, maximum utilization of the resources etc will become practical and easier. Some operational strategies can be recommended to the Mr. Paul so as to enhance the effective performance of the organization (Gabler et al, 2017). Being customer oriented: This is an operational strategy adopted by the organizations so as to gain competitive advantage and customer loyalty. Winning the hearts of the customer is essential to sustain in the competitive market. For example the Unilever can focus on identifying the needs and expectations of the target customers in terms of food, personal care, refreshments etc. Meeting those needs, can make it customer oriented and can make the customers satisfied. Customer orientation can make Unilever to enhance its performance and reach its objectives effectively (Clougherty et al, 2017). Forward integration: Under this operational strategy there is a vertical integration of the business activities of the organization. Through this strategy the organization can implement a direct distribution of the products and service. In case of Unilever, Mr. Paul can focus on supplying its products like personal care, refreshments etc to the market place directly. It can open its own outlet where the customer can access all its products and services which can enhance the brand image and quality delivery of the products. Market Development: Another operational strategy which the organization Unilever can adopt is the market development through which it can enhance its number of branches towards new and also in the existing market places. Mr. Paul can focus on identifying the opportunities in the new and in the existing market and can open new branches. This strategy can enhance the accessibility of the products to the customers which can make them satisfied. Once a product become inaccessible in a market it can swiped away from the market. Hence through market development operational strategy the organization Unilever can enhance the percentage of accessibility (Fan et al, 2017). Management Accounting Strategies Management accounting is the system or the component of the management which provides statistical information to the managers which enables the management to make appropriate decisions. This provides financial information and advice to the management which can be utilized for the business development, appropriate decision making process etc (Cooper., Ezzamel Qu, 2017). Some of the management accounting strategies which can be recommended for the organization Unilever is discussed below . Acquiring capital to implement strategies: For the implementation of a strategy raising capital or fund is essential. For example for the operations strategy market development of the Unilever, it is essential to have sufficient funds so as to make it a successful operation. This management accounting practice enforces two sources of capital which is the credit and the debit which enables the management to acquire capital. This strategy can support the Unilever to get sufficient capital to open new branches in new markets without affecting the profitability of the organization (Turner et al, 2017). Management Information System: The MIS is computerized software which is a database containing various information. This software provides periodic report to the managers about the statistical information so that they can make decisions appropriately. The Organization Unilever can make use of this approach of management accounting so as to make the forecast, decision making etc accurate. For example when making decision about the target market the MIS can contribute accurate statistical information regarding the new market which can make the strategy effective and successful (Goddard, Simm, 2017). Projected financial statements: This is another management accounting which the organization Unilever can adopt which makes the management to examine the results and outcomes of various strategies adopted. This type of the management accounting strategy can be considered as the analysis the impact of various implementation decisions. For example for the market development strategy of the organization Unilever the projected financial statements can be utilized to analyze expenditure incurred in it and its impact on the operations of the organization, profitability etc (Lapsley, Rekers, 2017). Sales and Marketing Strategies The principles of marketing form the guideline for the managers to perform the marketing and promotional activities effectively. There are various components in the marketing principles which can shape the marketing activities and can generate relevant awareness in the mind of the target audience. Some of the sales and marketing strategies which Mr. Paul can adopt in order to enhance the effective performance of Unilever are discussed here. Digital Marketing: This can be one of the most effective marketing strategy which the organization Unilever can adopt in order to enhance the responses. For example, almost all the target audiences are using smart phones and are having the internet in their hands. If the Unilever is promoting their video advertisements through the social network then the probability of its reaching the target audience is very high and obviously the response will also be relevant (Malshe, Khatib, 2017). Sponsorship: Sponsoring a specific event or a charity social work can definite boot the reputation of the organization which can act as an indirect marketing. When the current market is taken into consideration the reputation and credibility of the organization is very much important for the sustainability of the organization. For example the organization Unilever can sponsor the sport events, can sponsor for the children education fund etc. These activities can make Unilever more visible in the market and hence can achieve competitive advantage (Siau, Yang, 2017). Public Relations: The maintenance of good public relations or maintaining good relationship with the customers can also be a wonderful sales or marketing strategy. For example the organization Unilever can maintain good relationship with the customers through proper customer engagement process, providing proper response to the customers, accepting the feedback etc. This can generate higher degree of customer loyalty which is very essential for the success of the organization (Jarach, 2017). Human Resources and Risk Management Strategies The human resources are the assets of the organization that plays a vital role in the success, goal achievement, profit generation etc. Hence it becomes essential to formulate effective human resources and risk management strategies so as to manage and maintain the human resources. Some of the human resources and the risk management strategies which can be recommended for the organization Unilever are discussed here. Maintaining Work Life balance: Work place flexibility is the best option which an organization can provide to their employees. The organization can offer flexible work timing to the employees so that they can also concentrate on their family life. This can make the human resources more committed and loyal towards the organization. For the maintenance of the work life balance it is also essential that the Unilever should provide holidays, tours and travel schemes etc which can cherish the employees (Deresky, 2017). Implementing and effective organizational culture: Through an effective organizational culture the organization like Unilever can shape a disciplined and harmonious working atmosphere which can produce good outcomes and will make the employees more potential. The HRM of the Unilever can also focus on the same in building up an effective organizational culture which can make the employees more productive. There can be a proper code of conduct, proper training programs, motivating approaches etc which can make the human resources to actively participate for the success of the long term objectives (Hopkin, 2017). Career oriented working atmosphere: The HRM of the Unilever can focus on the human resource development practices through the implementation of career development programs. For example the employees can be provided with training and development, certification courses etc as per the changes in the market which can make their career developed and secured. Conclusion A report which highlights various strategic management principles and practices has been prepared. An organization Unilever is taken into consideration and various recommendations has been discussed so as to enhance its performance. Reference Clougherty, J. A., Kim, J. U., Skousen, B. R., Szcs, F. (2017). The Foundations of International Business: Cross?Border Investment Activity and the Balance between Market?Power and Efficiency Effects. Journal of Management Studies, 54(3), 340-365. Cooper, D. J., Ezzamel, M., Qu, S. Q. (2017). Popularizing a management accounting idea: The case of the balanced scorecard. Contemporary Accounting Research. Daspit, J. J., Chrisman, J. J., Sharma, P., Pearson, A. W., Long, R. G. (2017). A Strategic Management Perspective of the Family Firm: Past Trends, New Insights, and Future Directions. Journal of Managerial Issues, 29(1), 6-29. Deresky, H. (2017). International management: Managing across borders and cultures. Pearson Education India Fan, Y., French, M. L., Duray, R., Stading, G. L. (2017). Service strategy to improve operational capabilities in the public sector. The Service Industries Journal, 1-23. Gabler, C. B., Panagopoulos, N., Vlachos, P. A., Rapp, A. (2017). Developing an Environmentally Sustainable Business Plan: An International B2B Case Study. Corporate Social Responsibility and Environmental Management. Goddard, A., Simm, A. (2017). Management accounting, performance measurement and strategy in English local authorities. Public Money Management, 37(4), 261-268. Hopkin, P. (2017). Fundamentals of risk management: understanding, evaluating and implementing effective risk management. Kogan Page Publishers. Jarach, D. (2017). Airport marketing: Strategies to cope with the new millennium environment. Routledge. Lapsley, I., Rekers, J. V. (2017). The relevance of strategic management accounting to popular culture: The world of West End Musicals. Management Accounting Research, 35, 47-55. Malshe, A., Al-Khatib, J. A. (2017). A repertoire of marketers' trust-building strategies within the sales-marketing interface. Journal of Personal Selling Sales Management, 1-15. Pearce, J. A. and Robinson, R.B. (2005). Chapter 6: Formulating Long-Term Objectives and Grand Strategies. Strategic Management: Formulation, Implementation and Control. 9th Edition. New York: McGraw-Hill Irwin. pg. 191-227 Siau, K., Yang, Y. (2017, May). Impact of Artificial Intelligence, Robotics, and Machine Learning on Sales and Marketing. In Twelve Annual Midwest Association for Information Systems Conference (MWAIS 2017), Springfield, Illinois. Turner, M. J., Way, S. A., Hodari, D., Witteman, W. (2017). Hotel property performance: The role of strategic management accounting. International Journal of Hospitality Management, 63, 33-43. Wheelen, T. L., Hunger, J. D. (2017). Strategic management and business policy. pearson.

More Than Just One Weird Trick Alex Mayor, Publicist

More Than Just One Weird Trick Alex Mayor, Publicist More Than Just 'One Weird Trick' - Alex Mayor, Publicist â€Å"When I raise the issue of marketing a book with a lot of authors, you sort of see the three lemons come up for them - â€Å"Why aren’t I doing that? Why didn’t I think of doing this?† - and for others they look moderately terrified!†Traditional publishers have tried to embrace the new media tech menagerie plenty of times over the last decade, at least. And yet every effort has faded away with time, lost like tears in the rain. Whether it’s book trailers or staid, conservatively hashtagged tweets from a corporate account, it feels a little like watching a toddler trying to walk: graceless, but at least sort of fascinating to watch them fall down as they learn from their mistakes.Or, if we can reach for another simile, traditional publishers trying to innovate are like 20th century passenger liners trying to slalom around icebergs - innovation requires a manoeuvrability that, in 99% of cases, is at odds with the size of the company trying to inn ovate.This is, however, another coup for indie authors. As Ben Galley explained in his interview with us, indies aren’t shackled the way traditionally published authors are. The room for experimentation is there.This is where people like Alex Mayor come in. Alex is the founder / inventor of Papercasting, a Hackney-based agency helping authors find interesting and unheard of ways to bring their books to an audience, whether that’s through audio, video, or even real-world theatrical productions. The best way to explain it is to let Alex himself talk you through it in our interview below, but you can listen to a Papercast for ‘London Bridge in America’ right here!REEDSYHow long have you guys existed for?   How did you get started? How many of you are there?ALEX MAYORAt the moment it’s me and two part-time creative guys that I work with. Because of the friends I have, I’ve ended up knowing quite a few authors. They would come to me saying †Å"The book’s finally done, it’s coming out, but I’m not sure how it’s going to do. I know what the publisher is going to do: they’re going to spring for drinks for a launch party; they might put some promotional postcards together but they probably won’t; and then, after they’ve sent out the review copies, if nothing happens in that first month that’s kind of it.†So what I’ve been doing so far is basically helping out friends. Now I’m trying to move beyond the friendship circles. The idea has been to find authors who are prepared to do something a bit more interesting in terms of how they promote themselves.I’ve also had some support from the Arts Council, who were very interested in the idea. They see that creatives within what we might call ‘the literary world’ writ large suffer to a large degree from being not necessarily the most internet-savvy, the most marketing-savvy - writing by i ts nature is a solipsistic undertaking. Also, traditional publishing, assailed as it is by modernity, is spending less on promo simply because of the sheer number of places they’re trying to reach.Last year we did a few examples of work. Now we’re trying to ramp it up, to find authors with some sort of social footprint, and create pieces of digital work that will help promote them. An author phoned me up last week: â€Å"I’ve suddenly thought this is perfect radio material. This story is quite Carver-esque, it would work really well. Can we make a ten-minute version of this as a radio play?† And I said â€Å"Of course we can, I can find the actors, we can do it all fairly cheaply,† and the author can then use that as a calling card to media organisations, put it online for streaming, and use it to build interest in the books.I’m getting a lot of interest from a certain kind of author - authors who think â€Å"I’ve made something, and I want people to pay interest in it and engage with what I’m doing,† rather than just seeing it as â€Å"A book has been printed with my words in it, my work here is done.† When I raise the issue with a lot of authors, you sort of see the three lemons come up for them - â€Å"Why aren’t I doing that? Why didn’t I think of doing this?† - and for others they look moderately terrified!My background is in media, in publishing; I’ve written music for television, I’ve produced records†¦ I view everything as just ‘stuff.’ It’s stuff that has an audience, somehow, and I’m fairly open-minded about how you reach the audience. In book-publishing, traditionally you have the agent, the publisher who’s kept at one remove†¦ everyone is in their own box. There isn’t a lot of moving around, and publishers don’t tend to want to upset that situation too much. But authors may well know thei r audience *better* than a big corporate publisher. It’s just a fact that if an author is good at writing books about Norwegian circus acts of the 18th century, it may be that they know the most important people who will help sell that book.REEDSYSo what is paper casting? Is it a verb, a noun†¦?ALEX MAYORIt’s both! I wanted a word that would help authors understand the idea that they could be broadcasting. What is being on Twitter but a form of broadcasting? Making a radio play, putting a video together, they’re all kinds of broadcasting. I believe when you’ve got a book you’ve created something that can be expressed in a multitude of ways. You’ve already done the hard bit in finding a way to bring that idea off the page in a way that gets people excited. But because authors are traditionally left out of the equation by publishers, they haven’t been too entrepreneurial in that regard.It’s a business and an experiment. Iâ⠂¬â„¢m trying to find out if there are enough authors who want to do this. I think it’s going to be younger authors probably, or authors who are very good on social media, but within five to ten years there will be an entire generation of writers who have always had a Facebook account, who have always shared their top-of-the-mind thoughts on some network tool or another. This model is waiting to happen, even if it hasn’t yet happened.REEDSYI remember a few years ago this craze for book trailers†¦ALEX MAYORYes! And they were all awful! They were all mind-bogglingly bad. I’ve trawled through loads of these. I noticed that, once YouTube was a fairly embedded prospect in people’s minds, you’d hear people asking â€Å"Do we do video?† This idea that ‘doing some video’ would add value to something, that if you didn’t have an active YouTube account you weren’t really a player.That thinking was evident in pretty much every book trailer I’ve ever seen, particularly ones paid for by publishing companies - where they’ve done a Ken Burns slow-pan over the front cover, they’ve brought a rent-a-quote up, there’s a piece of out-of-copyright classical music playing in the background, it’s two minutes long, and nobody will ever look at it. They’ve not been terribly interesting by and large. That, or - fair enough - a film of the author reading a bit of it, which is at least a step in the right direction.I think it’s been something publishers did badly, and to some degree consider an experiment they don’t really want to repeat. The question is still outstanding because the way we consume literature is changing under our feet all the time. It’s not changing totally, and there’ll be an element of the market, like vinyl, that will always buy the physical book. But how we consume what we call books is changing all the time. Technology compa nies are the ones charging forward and providing those experiences, not publishers.REEDSYIt feels like that even amongst the best of those efforts, there’s rarely much of a tie to the book being promoted. Even my favourite example of a book trailer, while a great little clip, doesn’t connect directly to the book in question.ALEX MAYORI think when you mentioned that 2011/2012 moment, the concomitant line of thinking in marketing departments across the land was â€Å"Can we do something viral?† as if they’d discovered the idea of disease for the first time and were embracing it wholeheartedly. I think the danger of some of those things is that they can be cool, but you see so much cool stuff every day I think there’s a burnout you get to.My feeling is there is, particularly in non-fiction publishing, an enormous number of perfectly good books where it will always be a tricky prospect for a publishing house to find a lot of marketing muscle and budget to push it. Unless your name is Malcolm Gladwell, how many of these are you going to shift? There are all these books that are perfectly interesting, but they’re not as immediate. They’re not things that it would be so easy to make a viral or funny trailer for, but they’ve got something in them that will make you stop in your tracks. And I think the process is find the core of the book - the elevator pitch, the one surprising thing that you’d hear from the author at a cocktail party and repeat to your friends.Say you had an Oliver Sacks neuro-psychological ramble with interesting case-studies. OK, so you get two actors in, find some dialogue that’s interesting, maybe make a two minute radio play out of it, and at the end you’ve got your buy-link - you’ve tee’d up the experience of the book. Where those trailers went wrong is that there were a) uninteresting, and b) they weren’t thinking about the content of the book. Th ey were thinking about the object: â€Å"Here is a book.† Well, yeah, we get it, here’s a book. There are lots of books. Why do we want to read it?I’m still trying to find more authors who have a little bit more of a social footprint who are prepared to be more Gonzo with me. As a premise, I think it’s not expensive to make this kind of media - it’s just about having the willpower to do it.REEDSYIt seems like what you’re doing requires more than just money thrown at it - it also needs creativity, an idea.ALEX MAYORMy ambition for 2015 is to find more of these authors and ramp it up to the point where what we have is a form of entertainment in its own right. If you could image a channel of this stuff, and you were flipping through it, these would be interesting ways of hearing about interesting new books. Maybe some people would listen to them and get whatever they get out of it, but there would be people who click through and buy the book. I t’s a case of taking what’s already a very well considered piece of media, a book manuscript, and creating something slightly smaller in a different format out of the book for not a lot of money. It’s not difficult stuff to do. For me it’s about editorial and production, and finding that killer idea that’s at the heart of the thing. There will be something - you can’t write a book and have no point.REEDSYHow do you produce one of these things? How does your agency work?ALEX MAYORWe have a little studio in Hackney - BBC quality microphones and all of that jazz. Mostly what will happen is I’ll sit down with the author and get them to pitch the book back to me. I’ll obviously go read the manuscript. I’ll come back with suggestions of ways we could bring it off the page. The author has to feel comfortable with what we’re envisioning. It may be that they’re going to be reading, or that they’re not going t o be reading and someone else will be found†¦ It’s very tailored to the person. At its core it’s about understanding the central strengths of the book.People have been asking â€Å"Oh, so we’d be making a video?† I always say â€Å"We might be, but we might not be.† Video is hard to do without a degree of cost because to do justice to the written word in film is notoriously hard. It’s very hard to do without immediately becoming boring, in my opinion. I think audio is a better choice, by and large, because you can maintain the reader’s own interactivity - that way they’re assembling the words in their head and seeing whatever world you’re bringing them into.In terms of capturing what it is that’s interesting you have to be media-neutral at the outset, and also be somewhat sensitive to the person’s own personality and what they’ll feel comfortable with, and also budget - radio’s the cheape st, video is hard to make†¦REEDSYHow do you get the material in front of people?ALEX MAYORAt the moment I’m just using Soundcloud. It’s more about the social footprint of the author, their agent, and any publicity people they have on side. This is simultaneously the massive potential upside and the massive potential downside. Good use of social media is thin on the ground - most people struggle with it. Authors are either total oversharers, or haven’t done much of it before. The model definitely requires that you have a fairly active social media following. It all lives and dies at that point.One author has just engaged me to do this for him. Initially I said â€Å"It will only work if you’re calm about it.† So I’ve been trying to build a voice for him on Twitter. I’ve set writing challenges like â€Å"How about sharing all the titles of things you’ve never written?† Trying to get the author to think of it as a writ ing challenge, not a self-promotion challenge.There was a famous observation by Momus the electronic singer - â€Å"In the internet age everyone is famous for fifteen people.† I’ve always thought that hangs over lots of technology. You could potentially do billions of things and reach zillions of people, but the core of it is still the slogging, and it kind of always was. You’ve just got to keep beavering away at getting a footprint with people and building a personality with people.REEDSYThanks for your time Alex.