Consumer Behaviour in Organic Food

Consumer Behaviour in Organic Food A RESEARCH STUDY OF CONSUMER BEHAVIOUR WITH REGARD TO ORGANIC FOOD IN THE UNITED KINGDOM AND INDIA Executive Summary Consumer Behaviour is an aspect that is being very vital in the globe of marketing. Food is a basic requirement for all the livelihoods and consumers require maximum satisfaction on the products they choose. Now consumers are more conscious about their health and choose nutritious food though they are expensive. Todays consumers are increasingly displeased with GM (Genetically Modified) and conventional food and are therefore stirring up to organic food. Many consumers are going organic not only towards food even towards clothing, beauty products, skin care and also paper. Organic food is not only healthier due to its ethical ways of production which do not use man-made chemicals and redundant preservatives as opposed to conventional food. It is also eco-friendly due to environment cognizant methods which are used for the production of organic food. The benefits of organic food are more whereas the disadvantages (such as price premium) are negligible when compared to its betterment. Regular buyers of organic food are willing to overlook this minor disadvantage when compared to its other disadvantages which affect their health. In spite of the debates, consumers prefer organic food to conventional food because it removes the question of eating food that is unnatural or food that is not eco-friendly. In this research work the consumer behaviour towards organic food in United Kingdom is studied and compared with that in India. The factors (such as consumer expectations, beliefs, criteria, concerns, quality, awareness etc) that affect marketing of organic food in UK and India are also studied with relevance to consumer behaviour. ACKNOWLEDGEMENT To successfully complete this dissertation was the most significant challenges I ever had. I would like to thank God and my parents who believed in me gave me full encouragement and support. Simon Speller, my supervisor who was very kind enough to help me out despite his academic and other commitments. I wish to express my warm and sincere thanks to him who encouraged me and guided me throughout my research study. His wisdom, immense knowledge and commitment to the high standard motivated and inspired me. He was always accessible and enthusiastic to help his students. Without his patience and directions I would have found it hard to complete my dissertation. I would like to thank specially my Module leader Yi Zhu, who encouraged me and never hesitated to help me out during my study. I immensely thank my friends and employees of the stores who were always there to lend me their hand. 1. INTRODUCTION 1.1 Background This research work revolves around the consumer behaviour and attitude towards organic food in United Kingdom and in India. A concise introduction will be given on consumer behaviour and how vital it is in the field of marketing. Secondly, an intense understanding of the term organic will be known. Many theories and phases associated with organic food will be emphasized and assessed in this dissertation. A various number of consumers of organic and conventional food are approached and consulted to get their views and estimation towards organic food. Not all the consumers approach towards organic food seems to be alike; consequently the application of certain statistical method helps us in further understanding the relation and the patterns in the consumer behaviour styles and trends in organic food in the two countries. This also helps us to identify how the consumers in UK and in India differ from each other and also we could recognize the ways they are similar in. On the whole, the similarities and differences between the consumers of organic food in UK and in India are deliberated. To obtain this information many respondents were requested to answer questionnaire concerning this topic and later on these answers were analysed using statistics. In the end these are discussed and limitations and conclusions are given and suggested. 1.2 Introduction to organic food Organic food is grown and produced using some production standards. The conventional pesticides, chemicals, fertilizers used for the production of conventional food are not used for organic farming. The organic farms are also free from human and industrial wastes. No artificial food additives and ionization process is used. Previously, organic food were grown only in private gardens and small farms thus making it only available in farmer markets or family run small stores. Nowadays, organic food is widely available. But there are a lot of standard and certifications that the sellers should possess to market the fruit and vegetables. There are heavy regulations in the organic fruit and vegetable industry. The organic food sales are expected to grow by a large percentage in the near future. 1.3 General Aim The aim of the study is to find out the consumer behaviour and approach towards the consumption of organic food in UK and in India. The elements and factors (health factors, eco-friendliness, production methods, ethics, taste, quality, safety standards etc) influencing the consumers decision making are also studied. 1.4 Research Questions How does the consumer behaviour towards organic food vary between India and UK? In what ways do consumers in the two countries expect the food to be different from convenience foods? What are the popular beliefs among consumers about organic food? When will India accept organic food widely, the way UK has? What makes organic food to be preferred more than convenience food? Why is there a variance between the preference rate and sales of organic food in both India and UK? What are the factors owing to this? How do the attitudes of Indian consumers differ from that of the British with respect to organic food? The above given question is the main aim and the biggest question for this study and research work. There are of course many sub questions as well which will also be researched in the course of this study. The question speaks about finding out the attitude differences in both the countrys consumer behaviour but the study might also prove the similarities in both the countrys consumer behaviour patterns towards organic food. 2. LITERATURE REVIEW 2.1 Introduction In the literature review, the studies of previous research work by other researchers are conducted. This helps us to recognize what other research works have arrived at with relevance to consumer behaviour and organic food. It is of big help because it has allowed the perception of consumer behaviour in regard with organic food especially in the United Kingdom and India because research work is proposed to be more specific rather than being more generalized. Theories and patterns are analyzed from previous research work which helps us to comprehend the topic better. Its a framework which basically positions down the strategy for the research work. The concepts, theories, cases, models etc used for the presentation of the research are basically elucidated for understanding the study being carried out. In this dissertation, a few theories and models will be analyzed and discussed. 2.2 The effect of organic food on the environment The production of organic food is not harmful to the soil, water, air or even the flora and fauna in the sense that they do not release any toxins or harmful substances into the environment or the ecology as a whole. The energy consumed for organic farming is much lesser than the level of energy needed for conventional farming methods thereby helping energy conservation process. The usage of pesticides for farming of conventional food contains a great percentage of harmful toxic chemicals which have a negative impact on the health of the farmers, those living in the locality of the farms and the people who consume them. The aquatic animals in the water bodies near the farms and the birds which feed on the produce of these farms suffer various genetic problems and disorders which are mostly fatal. 2.3 Level of nutrients The content of nutrients in organic food are around 40% to 60% greater than that of the contents in conventional food. The level of antioxidants in organic food is up to 40% greater than in conventional food. These anti-oxidants are necessary for the normal well being of a person and helps in reducing the risks of various diseases and disorders. A large number of organic food consumers say it is much sweeter, tastier, better textures and firm than conventional food. 2.4 Cost: Organic food are anywhere between 5% and 40% more expensive than conventional food. This is due to the use of the standards and processes applied for its farming. It is more labour intensive because it is more difficult to farm organic food because they are prone to getting rotten easily if the standards and physical conditions are not met with. It uses more natural farming methods and is more often produced on a small scale level. Most countries import organic food and therefore it is more expensive than similar fruits which are produced conventionally. 2.5 Organic certificate: Most consumers of organic food think it is healthier for them. But to be sure what is being consumed is organic; one has to look for the certificate of organic food. To be certified as organic, a minimum of 95% of it must be organic. The rest 5% has stringent rules and standards. Synthetic chemicals or other processing standards are not acceptable. The food from a particular farm can be certified organic only if the farmer of that particular farm has been producing organic food for a minimum of 3 years. 2.6 Pleasure of going organic: Whether it is a psychological factor or not, it is not clear yet, but majority of organic food consumers on the whole feel it is tastier than conventional food. They also have the content feeling because they feel they are doing the environment better by opting to go organic. In todays mechanical times, most people are busy and hardly have time to prepare a proper meal with all the ‘good, healthy contents that are necessary for a healthy, balanced diet thereby opting for food that is convenient to get and make in most ways. Many old timers find the taste of food constantly decreasing. For instance, watermelons used to taste as sweet as sugar in India about 30 years ago, but now sugar needs to be added to make it sweet enough to drink its juice or make a fruit salad out of it. A survey conducted by the Soil Association in 2005 included a representative sample of 1000 people who were questioned about what they considered important while buying organic food. 95% said it was the ta ste and quality that mattered, 57% said price was considered while making a purchase. (Simon Wright, 2008) 2.7 Ethical factors and responsibility affecting choice: An average shopper for food in the supermarket is faced with so many dilemmas and attractive offers and discounts such as super savers etc. Many shoppers also succumb to these attractive offers on convenience food, but there are also a considerable percentage of shoppers who overcome these dilemmas and go in for organic food. Some of the shoppers are so loyal and inclined towards organic food that the thought of buying convenience foods never even crosses their minds. Most of them are considered about whether the farmers are given fair treatment and paid what they deserve (fair trade) and also concerned about the ecological friendly measures taken up while farming of these food which are better for the environment as well. Most of the non shoppers of organic food who prefer the convenience farmed foods do so mainly because of the price factor; some of the shoppers of organic food too think so. More shoppers prefer buying their organic food from the local farmer markets and small time local suppliers rather than the super markets because they feel the ‘stuff there is fresher and also the farmers will be getting a better deal off it. Those who prefer buying it from the supermarkets do so mainly because of accessibility constraints. 2.8 History of organic food in India: The concept of organic food is not new to India. At the beginning of the 19th century, Sir Albert Howard, one of the most important pioneers of organic farming, worked in India for many years studying soil plant interactions and developing composting methods. In doing so he capitalized on Indias highly sophisticated traditional agricultural systems which had long applied many of the principles of organic farming (for instance mixed cropping, crop rotation with legumes and botanical pesticides and so on) Through the introduction of the Green revolution, agricultural technology in the 1960s reached the main production areas of the country, there were still certain areas (especially the mountainous regions), and communities( especially certain tribes) that did not adopt the use of agro chemicals. Therefore, some areas can be classified as organic by default, though their significance and extent has been over emphasized in recent statements made by the government officials and NGO representatives. However, an increasing number of farmers have started consciously abandoning the use of agro chemicals and now produce organically. In the olden times in India, organic food farming was the main source of income for most of the people inhabiting the rural areas of India and it was also the major exporter to the world. In the 1960s, due to famines, droughts and extreme food shortage, the Indian Government started the idea of Green Revolution which made the farmers switch over to harsh chemicals for fertilizers, pesticides etc to multiply and increase the food production by a great level. This led to the sidelining of the usual organic farming methods of using natural fertilizers and pesticides which was obtained from plants and animals. Slowly in course of time, the Green revolution started decreasing the soil fertility, and the crops started getting immune to the harsh chemical fertilizers and this also started affecting nature as a whole and the environment as such. Therefore, a large number of farmers are moving back to the organic ways of farming and thus helping the surroundings as well apart from the consume rs. Genetically modified foods which were acceptable during the Green revolution period are now totally detested by most people and has a lot of negative aspects. Most of the big supermarkets in India have a separate section allotted for organic foods which are gaining a lot of demand and attention by the domestic market. (http://www.agricultureinformation.com/forums/organic-farming/15397-organic-farming-exports-food-consumption-india.html) According to a small recent survey taken in Mumbai, India, awareness about the presence of organic food is quite low. 25% of the respondents were aware of the availability of organic food and 36% out of them actually used them. The main reason for the use of organic food attributed towards the benefits it had on the consumers health. When compared to consumers of organic food in the United Kingdom, the Indian consumers did not mention the benefits it had regarding the environmental factors. It generally had a minor relevance to the Indian consumers of organic food. Most of the organic consumers had a purchase frequency of buying the food on an average of once a month. The purchase rate of organic food to conventional food was a ratio of 1:10 respectively. Most people in India do not consume organic food and organic food in general due to the fact that they are not aware that such a thing exists at all. When posed with the question if they would buy organic food because it was healthi er for them, all the non consumers and non buyers of organic food answered they would buy it solely because of the reason that it was better for their health. The domestic market for organic food is nowhere near as great as the export market for it. Indian domestic consumption of organic food is only a meager 7.5% of the entire organic fruit and vegetable production, the rest of which is directed towards the export market which is very great as Indian organic farming techniques are one among the best in the world and the resources are natural and pure in India. Most of the domestic consumption of organic food in India is seen in the big urban cities such as Chennai, Mumbai, Kolkota, Delhi, Hyderabad to name a few. These cities are noted to be inhabited by the upper income groups of the country, thereby showing that the upper income groups are obviously the predominant consumers of organic food in India. 2.9 Growth in the domestic market in India for organic food: There has been a considerable increase in the growth of demand and consumption of organic food in India. Many NGOs are aiding and assisting farmers to do better in their area of organic fruit and vegetable faming. Increase in demand by the local market in India for organic food are mainly because of health conscious factors, being aware about the product and its benefits, appealing marketing strategies and the ease of availability. These are the main factors considered according to some NGOs in India. It is a myth that most of the organic produce is exported to foreign countries. Today market for organic food in India is on the rise. More than 50% of the produce is consumed by the domestic market. The rest is aimed for the export market. Most of the domestic market consumers in India prefer organic food especially in families with growing children due to the beneficial factors in them. 06-07-2008 S.Annadana Senior Member Business Member Join Date: May 2006 Location: Organic Agri Business Organic farming, exports Food Consumption in India (http://www.agricultureinformation.com/forums/organic-farming/15397-organic-farming-exports-food-consumption-india.html) 2.10 Committed Organic Consumers HDRA participating members completed a questionnaire on background information about the participant and their household. They answered precise questions about their behaviour as organic consumers focusing on organic vegetables. Questions included weekly spend on vegetables, percentage of organic vegetables bought, factors to encourage purchasing and where and how regularly they bought organic vegetables. This information was analysed and combined with a brief literature review of research into committed organic consumers in the wider UK population. Committed buyers tended to be older and more affluent than the UK population average, over two thirds were in social classes A, B or C1, compared to fewer than 50 per cent in the population at large and most lived in London and the South East (TNS, 2003; Padel and Foster, 2005). The majority of committed organic consumers spend was from the two groups of empty nesters whose children have left home and families with children under 5 years (TNS, 2003). TNS (2003) found fruit and vegetables were the main entry point to organic purchasing as 55 per cent tried them before any other category. Padel and Foster, (2005) identified that committed organic consumers took on a greater number of issues and motives, which varied depending on the product category. The two most important motivations were taste and health. TNS (2003) reported there was a â€Å"direct correlation between the extent to which consumers believe in the health and taste benefits of organic food and the number of categories they buy into†. Padel and Foster (2005) found personal health was a particularly strong driver among UK consumers and related it to an absence of residues and food safety although Zanoli (2004) identifies that across Europe health seemed to be the central motive for buying organic produce. Environment and animal welfare were growing in importance as drivers (Padel and Foster, 2005). Food origin was particularly important as 60 per cent of organic consumers were more likely to buy organic food if it originated from the UK compared to 38 per cent for whom it didnt really matter (TNS, 2003). Price was often found as a barrier to purchasing although committed buyers had a higher willingness to pay (TNS, 2003). This is common across Europe (Zanoli, 2004). Organic consumers bought organic food an average of 12.8 times a year and average spend per shopping trip was  £2.53 (TNS, 2003). Committed buyers spend more on average and buy more frequently than less committed buyers. The ma jority bought organic produce in Tesco, Sainsburys and Waitrose. It is usually seen that most people who are regular buyers of organic food are either families with young children or old people. This in a way shows that organic food are preferred by those who want to maintain their health and stay fit. As for the more affluent people being regular buyers of organic food, the price premium for it justifies this behaviour. 2.11 Consumer Behaviour: Consumer Behaviour is extensively studied in the field of marketing. Without consumers it is rigid for any sort of trade to run efficiently. Consumers are the raison-d-etre for a business mere existence. A business maybe a profit organization or even a non-profit organization. â€Å"The field of consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society†( Belch and Belch, 2007)). From the marketing point of view, it is a significant factor to understand the consumer skillfully and to aid to their needs, wants and demands to be successful. A consumer is the centre of attention in case of most marketing techniques; after all, it is the consumers a business needs to move forward. In the case of organic food, a consumer might decide to buy it for its benefits on health or the environment or maybe because of the advertising for it is attractive. There are diverse factors that affect the consumer decision making process which is also discussed further. 2.12 Models of Consumer Choice: 2.12.1 The Cognitive Model: Initially when consumers make a significant purchase, they may reflect on substitutes and discuss pros and cons with others with an intention of securing benefits and avoiding costs. This model is sometimes called the extended-problem solving model. (East, Wright and Vanhuele, 2008). 2.12.2 The Reinforcement Model: Choice is controlled by the factors in the environment that reward and aid some alternatives more than others. Managerial control is attained by altering the consumers circumstances. Nevertheless what is pleasing to one person may not seem so to others and this limits persuasion. (East, Wright and Vanhuele, 2008). 2.12.3 The Habit Model: The choice of consumers towards the product is sometimes controlled by managing stimuli (brand name, logo, pack features, colour attraction, etc) that have become allied with a product as a result of past purchases. Sometimes this is called stimulus control. (East, Wright and Vanhuele , 2008). 2.12.4 Consumer Behaviour Models: The objective of consumer behaviour models is to provide description, explanation and prediction of purchase behaviour. On the identical side the models provide a conceptual framework and so help researchers to locate and to examine new ideas so as to enhance better enlightenment and predictions of behaviour. On the constructive side these models aid to organize research results and to demonstrate the density of decision processes involved in even a simple purchase, such as a can of soup in the local supermarket. On the unconstructive side most of the models can be criticized as providing no more than a description of a range of influencing variables. There are four main clusters of factors that have an outcome on purchase behaviour. They are political, economic and technical; cultural and social; psychological; and marketing influences. (Bareham, 1995) Theories make it smoother to comprehend a concept as they sketch the causes and effects that are possible and what to anticipate provided the input (the happening circumstance) is given. In most circumstances, it is easy to analyze whether practical situations are normal and satisfactory with the help of proven time tested theories. 2.13. Marketing Segmentation: The market is divided into diverse segments based on their needs, tastes, income, and a lot of other criteria. Marketing segmentation is based on a lot of research and important factors to suit the requirements and purposes. Some of the marketing segmentation is as follows: 2.13.1. Geographic Segmentation: This involves segmenting the market by location on the assumption that people living in one location will have similar needs, wants and preferences and these will differ significantly from people living in other locations. There are some obvious limits to this assumption. People all over the world drink Coca-cola and buy Japanese electronic goods for instance. When you think about it from the viewpoint of the consumer, most buying behaviour is actually local. Localized consumer behaviour is often expressed through the presence of a significantly large cultural or sub cultural group that is different from the main stream. There are also geographically based differences between consumers for reasons that are more complex or obscure. It is not immediately obvious why some sections of consumers have different behaviour than the other sections. But knowing that, they will do it can be important to the marketing strategy. 2.13.2. Demographic segmentation: Demographic segmentation deals with the many ways if statistically categorizing all the people in a national population. For example, a national population can be divided into subgroups based on age, sex, income, education, occupation, social class, family size, race and religion. In a sense, there are also different ways of looking at the same individual consumer, because of course we belong to each of these groups. Different aspects of our identity will be relevant to different products at different times. Baby foods can only be marketed to parents of young children, for example and a middle-class, middle aged, middle income, middle manager is more likely to be in the market for an exercise bike than a motor bike. Some of the important specifics of demographic segmentation are Age: Age is perhaps the most frequently used demographic variable in marketing segmentation. One reason for this is that the lifecycle has been divided up by society into what seem to be easily recognizable groups that are clearly differentiated from one another- infants, children, teenagers, young adults food. Sex: Dividing the market into male and female segments is another frequently used strategy. But even here, the old marketing certainties are breaking down. It used to be a safe bet for marketers to target do-it-yourself products exclusively at men and supermarket shopping at women. But with the larger increase in single occupant hose-holds and one parent families (most of them female), many more women are buying things that men would do if they were in a family. In addition, more women than men buy for other consumers. Socio-economic status: A persons socio economic status is determined by education, income and occupation. Though there are many exceptions of course, these are three factors often in alignment. More highly educated people tend to do managerial and professional jobs that bring a relatively high income, and vice-versa. For obvious reasons most marketers are more interested in people with high socio economic status rather than low. Income is often considered the most important variable in this case because it is so easy to quantify and because it dictates entry to certain markets. But income by itself can be very misleading. Psychological segmentation: The attempt to come up with a practical form of consumer profile has concentrated on three areas of behaviour: activities, interests, and opinions. Segmentation by usage: This form of segmentation is based on information about volume and frequency of purchase for a given product. It is a popular way of segmentation of markets because there is a lot of readily available information about patterns of usage for most goods and services. In fact, with so many transactions now electronically recorded, a great deal more of data is available than is actually used. Perhaps the most familiar usage data is provided by the electronic point of sale (EPOS) used by supermarket checkouts. Not only are all the purchased items listed, together with their prices, but so is the date and exact time of purchase and the method of payment used. Segmentation by benefit: This form of market segmentation is based on knowledge of the benefits that consumers seek from that particular product. The task of the marketer is to include the appropriate characteristics- or the impression of them in the design of particular goods or services. In a sense this kind of segmentation is at the entire marketing concept find out what people want and provide it for them. (David a Statt) Segmentation is very important for a firm or an industry to market its products strategically and for it to be a success. In the case of organic food, it comes under the category of food which is a basic necessity and therefore would appeal to and include a lot many segments in the markets. In this research study we are considering only the United Kingdom and India. So geographically these two countries are covered. Demographically the middle aged and the older people will be targeted age wise, both sexes, and the middle class and upper class levels will be targeted according to the socio economic status segmentation. Since the middle aged and older people usually are the ones who go shopping for food, they are targeted age wise, both men and women shop for it, and when it comes to socio economic status, the middle and the upper income groups are targeted as organic food are more expensive than conventional food. Many shoppers especially in India will give up the idea of buying food when it comes to the price factor that is not acceptable for them. That is the reason why the middle and upper income groups are aimed at here. Most people both in India and United Kingdom consume food every day. In India, no meal is complete without fruits or vegetables and in the United Kingdom, people are encouraged to consume food everyday with the healthy 5 a day concept though it is already a staple portion of a healthy meal. These segments are most suitable for being aimed at for marketing of organic food and therefore they are the target segments. 2.14. Decision making process Decision makingcan be regarded as an outcome of mental processes leading to the selection of a course of action among several alternatives. Every decision making process produces a finalchoice.The output can be an action or an opinion of choice. There are many factors which are discussed below: 2.14.1 Communication Situation The situation in which the consumer receives information about a product or service influences the buying decision of the consumer. For example, in the case of organic food, an advertisement speaking about the bad impacts of the chemicals used in conventional foods right when the buyer is suffering from food poisoning might influence the consumer to buy food that is healthier and does not involve the usage of chemicals responsible for food poisoning and therefore influence the consumer to go in for purchase of organic food in future. 2.14.2. Purchase Situation: The sit

Economic Reaction Paper Essay

This article reviews the developments of consumer prices in the euro area during the 2008-09 recessions. The European economy is commonly measured by using what is called the Harmonized Index of Consumer Prices (HICP). The HICP is a price stability and inflation indicator used by the European Central Bank system, assembled using methodsthat are generally accepted throughout the European Union (E.U.). The European Central Bank uses the Harmonized Index of Consumer Prices to assess when changes to short term interest rates are needed to adjust inflation levels in European economies. Compared with previous recessions, overall HICP inï ¬â€šation experienced a sharp decline, but this was the result of the greater impact of commodity price developments on the food and energy components of the HICP, rather than a response to the exceptional changes in economic slack. In fact, the more domestically generated parts of inï ¬â€šation, as measured by the HICP excluding food and energy, were re latively resilient given the severity of the recession. This resilience was in line with the weakening relationship between the degree of economic slack and inï ¬â€šation that has been observed over the last twenty years. Nominal rigidities in the labor markets, especially as inï ¬â€šation approached zero, and stronger expectations of inflation may have played an important role in the negative ï ¬â€šuctuations in price and wage inï ¬â€šation over the economic cycle. In the United States, developments in inï ¬â€šation excluding food and energy were also broadly in line with those during previous recessions. However, the labor cost adjustment in the United States was quicker to reï ¬â€šect the economic conditions than in the euro area as a whole, and was the result of both lower wage growth and gains in productivity. The ï ¬ ndings on past inï ¬â€šation adjustments can help to determine the outlook for euro area inï ¬â€šation. In particular, they can help to explain why the currently available inï ¬â€šation forecasts and projections for 2012 from private and international organizations remain elevated, despite the slowdown in growth observed in 2011. To fully understand this article, one must understand that changes in commodity prices have a direct impact on the food and energy components of the HICP, as commodities are either consumed directly or constitute signiï ¬ cant input into the ï ¬ nal product, therefore drastically effect GDP and GNP. In the case of the energy component, crude oil is the basis for reï ¬ ned energy products, such as  transport fuels and heating oil. Crude oil prices also have a strong impact on gas prices and, to a lesser extent, on electricity prices. This is what is called profit push. When crude oil prices go up, generally all other prices go up due to oil’s general overhead and it’s versatile usage in the production and transportation of goods and services. The level of oil prices also has implications for the weight of energy in the HICP basket. The above-average price trend of energy products, together with rising energy consumption, has translated into a steadily growing sha re of energy in total consumption. As a result, the weight in the HICP basket in 2011 was over 10%, which is almost double what it was in the 1970s. Mechanically, this implies that any given percentage increase in energy prices will have a greater impact on overall HICP inï ¬â€šation than in previous decades. There are several reasons why weak disinï ¬â€šation pressures may arise, even in the presence of signiï ¬ cant changes in economic activity. One of the main reasons is labor market rigidity. According to this article, labor costs account for around 27% of euro area ï ¬ rms’ total production input costs. Therefore, rigidities in the adjustment of these costs can explain a substantial part of any lack of responsiveness of inï ¬â€šation. Labor costs are ultimately determined by the combination of wages and productivity. The growth rate of unit labor costs actually increased until the end of 2008, when economic activity reached its lowest point in the recession, and this, owing to a relatively smaller fall in employment, translated into productivity losses. At first glance, I was a little taken back by all the info rmation that I was reading. But after analyzing the information, I started to understand the European economy and how inflation is manipulated. After reading this article I feel like I have a better grasp on economic rigidity in Europe and how labor is one of the main reasons for this. I feel like this article is important because it shows the causal effects from crude oil prices to goods and services in the economy. I personally enjoyed reading and analyzing this article.

The Lottery, By Shirley Jackson - 1149 Words

Societies have always relied on traditions in order to keep a culture sustained. Sometimes, a tradition can lose its original purpose, thus becoming meaningless. When traditions lose their meaning, they can cease to utilize their original purpose- or becoming outdated. In â€Å"The Lottery† by Shirley Jackson, she highlights the detrimental causes of what happens when a tradition is continued, and the original history is forgotten. There are many traditions that are no longer followed today because they no longer serve a purpose, but in â€Å"The Lottery,† the outdated tradition is still being followed by the community. Due to the brutality of â€Å"The Lottery,† Jackson warns of the consequences of simply following something just because â€Å"it’s tradition.† It is through the use of characterization, that Jackson is able to show the dangers of unquestioned traditions. Jackson uses the young children in this society, particularly the young boys, to show how they participate in this act, simply because the adults do. The boys in this story are used to foreshadow the future ritual known as The Lottery. Jackson makes it very obvious to the reader that the boys enjoy this tradition. When the short story begins, the boys have already begun gathering stones, showing their anticipation, and excitement, for this ritual to begin. She also states that â€Å"the children have gathered first of course,† (1) once again showing their anticipation for this event. Jackson also makes it a point to connect theShow MoreRelatedThe Lottery, By Shirley Jackson1195 Words   |  5 PagesOn the surface, Shirley Jackson’s short story, â€Å"The Lottery,† reads as a work of horror. There is a village that holds an annual lottery where the winner is stoned to death so the village and its people could prosper. Some underlying themes include: the idea that faith and tradition are often followed blindly, and those who veer away from tradition are met with punishment, as well as the idea of a herd mentality and bystander apathy. What the author manages to do successfully is that she actuallyRead MoreThe Lottery by Shirley Jackson757 Words   |  4 Pagessucceed but many fail just like the main character Tessie Hutchinson in Shirley Jackson’s short story â€Å"The Lottery†. When someone hears the word â€Å"lottery†, he or she may think that someone will be rewarded with prize. But â€Å"The Lottery† By Shirley Jackson is different than what one thinks. In the story, a lottery is going to be conducted not like Mega Million or Powerball one play here. In the story, the person who wins the lottery is stoned to death instead of being rewarded with the prize. TessieRead MoreThe Lottery By Shirley Jackson931 Words   |  4 PagesIn 1948 Shirley Jackson composed the controversial short story â€Å"The Lottery.à ¢â‚¬  Generally speaking, a title such as â€Å"The Lottery† is usually affiliated with an optimistic outlook. However, Jackson’s approach is quite unorthodox and will surely leave readers contemplating the intent of her content. The story exposes a crude, senseless lottery system in which random villagers are murdered amongst their peers. Essentially, the lottery system counteracts as a form of population control, but negatives easilyRead MoreThe Lottery By Shirley Jackson1504 Words   |  7 Pagesâ€Å"The Lottery† by Shirley Jackson In The Lottery Shirley Jackson fills her story with many literary elements to mask the evil. The story demonstrates how it is in human nature to blindly follow traditions. Even though some people have no idea why they follow these traditions. The title of the story plays a role in how Shirley Jackson used some literary elements to help mask the evils and develop the story. The title â€Å"The Lottery† serves as an allegory. When people think of the lottery majorityRead More`` The Lottery `` By Shirley Jackson894 Words   |  4 Pagesshort story â€Å"The Lottery†, author Shirley Jackson demonstrates Zimbardo’s concepts in three different areas: Authority figures, Tradition and Superstition, and Loyalty. The first concept Jackson portrays in â€Å"The Lottery† is the authority figures. Jackson indicates that the lottery is being held in the town center by one authority figure, Mr. Summers, annually on June 27th. Every June 27th, without fail, townspeople gather in the town square to participate in the annually lottery even though mostRead MoreThe Lottery, By Shirley Jackson1510 Words   |  7 PagesShirley Jackson’s â€Å"The Lottery† illustrates several aspects of the darker side of human nature. The townspeople in Jackson’s â€Å"The Lottery† unquestioningly adhere to a tradition which seems to have lost its relevance in their lives. The ritual that is the lottery shows how easily and willingly people will give up their free will and suspend their consciences to conform to tradition and people in authority. The same mindless complacency and obedience shown by the villagers in Jackson’s story are seenRead MoreThe Lottery By Shirley Jackson8 11 Words   |  4 Pagesâ€Å"The Lottery† was published by Shirley Jackson. The story was true expression of Jackson’s genuine thoughts about human beings and their heinous competence in an annual village event for corn harvest . First, her used to word symbolized main point of the story. Second, Jackson was inspired by few historical events happened in the past and a life incident in her life. Lastly, She was able to accomplish the connection between historical and biographical with the story. Therefore, Shirley Jackson’sRead MoreThe Lottery By Shirley Jackson934 Words   |  4 Pagesâ€Å"The Lottery† by Shirley Jackson signifies the physical connection between the villagers and their unwillingness to give up their tradition. â€Å"The Lottery† is very unpredictable and quite misleading. The black box has no functionality, except every June 27th. Shirley Jackson depicts the black box as an important and traditional tool. Although the villagers in â€Å"The Lottery† are terrified of the goal of the lottery and the black box, they are unwilling to let go of the tradition. Shirley Jackson portraysRead MoreThe Lottery by Shirley Jackson799 Words   |  4 Pagesthe mood and to foreshadow of things to come. The Lottery by Shirley Jackson is a story in which the setting sets up the reader to think of positive outcomes. However, this description of the setting foreshadows exactly the opposite of what is to come. In addition, the theme that we learn of at the end leads us to think of where the sanity of some human beings lies. The story begins with the establishment of the setting. To begin, Shirley Jackson tells the reader what time of day and what time ofRead MoreThe Lottery by Shirley Jackson1764 Words   |  7 Pagesfilled with excitement and eeriness, leaving the reader speechless. The Lottery , a short story written by famous writer Shirley Jackson, created an uproar on June 26, 1948, when it was published in the magazine The New Yorker (Ball). The gothic thriller, set in an unknown time and place, shares the tradition of a small town, a little larger than three hundred people, in which a drawing is held once a year. In this â€Å"Lottery,† each family’s husband draws a slip of paper from a black box. The husband

Comparing The Economic Profiles Of Brazil And France

EC4001/AP4001 Macroeconomic Report: Comparing the Economic Profiles of Brazil and France Daniel Williams K1355702 Table of Contents Page 1 Summary Page 2 Introduction Page 3 Macroeconomic Comparisons: GDP Page 4 Macroeconomic Comparisons: Activities in Trade Page 5 Macroeconomic Comparisons: Living Standards Page 6 Macroeconomic Comparisons: Labour Productivity Page 7 Conclusion Page 8 References Summary France and Brazil have shown to have different economies, but are both significant contributors in the global economy. The two countries are active and of importance to international trade, and although France has more access to the European Markets, Brazil has an opportunity in the international markets. The opportunity comes because Brazil has high interest rates, which investors will probably find attractive. There are differences in the economic profiles of the two countries and also similarities. One of the differences is in the government’s role in international affairs, where, the French government plays minimal roles, whereas the Brazilian government plays a significant role in terms of policy-making. Because of this the expansionary monetary policy put in place failed to realise the anticipated economic growth. The fiscal policies are also similar; while Brazil has experienced a fiscal restraint, France has followed parts of the EU fiscal stability to achieve economic stability. Despite this the two countries, for theShow MoreRelatedDisney Theme Park Case Study3545 Words   |  15 Pagesvisitors to the park. Factors in the External Environment that Contributed to Disneys Adjustments: -Disney had to adjust to the climate by installing fireplaces, protecting waiting lines, and placing a dome over the tea-cup ride. -Problems in France because people believed the park would contribute to the destruction of French culture and added some attractions to cater to French tastes and made French language in the park. 4. No, it would not be a good idea to open another Disney Park becauseRead MoreMarketing Plan for Forever 214451 Words   |  18 PagesMARKETING PLAN ‘FOREVER 21’ IN BRAZIL Group 5: Melissa Soto, Zhang Yaou, Edward Kamdem, Li Xzangwen, Guru B Krishnan, Manuel Sanabria EXECUTIVE SUMMARY The company chosen is Forever 21, which is an American chain of clothing retailers with branches in major cities in the world that offers trendy clothing and accessories for young women, men, and teen girls at low prices. Since its creation these company has been constantly growing. It began with just one store and now it has more than 500 storesRead MoreInnovation Club Med3659 Words   |  15 Pagesprepayment for their vacation, Club Med scaled very fast. In 80x chain’s management decided to make resorts more comfortable and replaced village tends with bungalows and hotels. The new marketing strategy was adopted to make Club Med family-friendly profile and deep understanding of what their guests want to see and what they want to get from the resort. In 1950, no matter for a long journey by bus, boat and train, the first Club Med resort welcomed guests and the hotel was full, even more to sayRead MoreWal-Mart Internationalization15922 Words   |  64 PagesLOOKING INTO THE FUTURE 47 PART 2 49 An outline of major problems or issues the organization is facing or will face during the strategic period 49 Mission and Vision 53 environmental threats and opportunities profile strategic advantage profile 54 Strategic Advantage Profile 57 Strategic Objectives 61 U.S. Market/Competitors: 64 International Market/Competitors: 65 Product 65 Customers 66 Other long term objectives 66 Strategic alternatives 69 a. AggressiveRead MoreCosmetic Industry Analysis28098 Words   |  113 Pagessystems (referred Section 1.1, Figure 1). In this section, we are going to compare BRIC (Brazil, Russia, India and China) and Asia Four Tiger’s (Hong Kong, Taiwan, Singapore and South Korea) economy by presenting their GDP (Gross Domestic Product) real growth rate from year 2007 to 2009. Brazil is a emerging, large and well-developed in agricultural, mining, manufacturing and service sectors country. Brazil macroeconomic can to be said stable and steadily improved before the global financialRead MoreYakult and Its Marketing Strategy3433 Words   |  14 PagesResearch Centre for Microbiology ESV. In March 2010, Yakult Central Institute is equipped to tackle the development and joint research in an efficient way. [2] Fair Business Performance [pic]Source: Yakult Honsha Co., LTD 2011 Yakult Company Profile 2010-2011, p29 The business performance of Yakult is fair. Due to the global finance, the dropping in sales results in falling in revenue. In 2010, it recovers soon with a satisfied performance. The Yakult Information Services In AustraliaRead MoreCce Should Be Comprehensive And Established Emerging Market2817 Words   |  12 Pagescontains all the significant sections that customers needs, evaluates, and contracts with supplier. Moreover, sourcing needs the selection of suppliers in the global, it also consider global factors, such as political, social, graphical location, economic, environmental that connected countries. In other reasons in considering that about fluctuations of global business regulations, exchange rate, culture difference and so on, in some country specific as well. In addition, the significant on internationalRead MoreCarrefour Financial Report42411 Words   |  170 Pagesï ¬ nancial income and expenses, net Income tax expense Net (loss)/income from continuing operations  Ã¢â‚¬â€œ Group share Net income from discontinued operations  Ã¢â‚¬â€œ Group share Net income  Ã¢â‚¬â€œ Group share The Group’s 2011 performance was shaped by a challenging economic environment in mature markets, especially southern Europe, and continued growth in emerging markets, particularly South America: †¢ the net loss from continuing operations  Ã¢â‚¬â€œ Group share came to 2,202  million euros; †¢ net income from discontinuedRead MoreInternational Management67196 Words   |  269 PagesThe global financial crisis and economic recession have challenged some assumptions about globalization and economic integration, but they have also underscored the interconnected nature of global economies. Most countries and regions around the world are inextricably linked, yet profound differences in institutional and cultural environments persist. The challenges for international management reflect this dynamism and the increasing unpredictability of global economic and political events. ContinuedRead MoreStrategic Audit of Harley Davidson Essay5310 Words   |  22 Pages1981? 2. Very experienced in the industry, with AMF since 1970. 3. Chairman and CEO since 1997. 4. Vastly responsible for current situation. III. External Environment (EFAS Table; see Exhibit 1) A. Societal Environment 1. Economic a. Despite the global economic downturn, H-D achieved its 16th consecutive year of record revenue and earnings. b. Licensing the H-D brand name has enhanced the corporate image with customers. c. International sales have increased since 1999. d. H-D has begun

Lady Macbeth By William Shakespeare - 2040 Words

In Macbeth, we see Lady Macbeth be ruthless in her endeavor to help Macbeth achieve the title of King; at times, she even has more villainous (masculine) tendencies than some of the male characters. Does her violent ‘sacrifice’ - the â€Å"murdering ministers† to drink milk from her breast - show her embrace of the cruel and renouncement of the good—a good that is tied into femininity? If her renouncement of the â€Å"milk of human kindness† equates to masculinity or villainous behavior, then the text may be saying that her femininity is required to be liked as a female character. This perception of masculinity - a skewed version of gender - do nothing but create and drive the force of the play, creating chaotic outcomes for herself and Macbeth. Lady Macbeth does not understand her own gender and the power it holds, but rather society s idea of gender is at work. Underneath the lines of the play, the actions taken by Lady Macbeth and Macbeth, the rea l ‘villain’ of the play is society’s push and drive to render and label people. In the first moments we meet Lady Macbeth, she is already concocting a plan to help Macbeth achieve kingship from the vision the Three Witches foretold. Lady Macbeth knows Macbeth’s character, and she knows that without support he will not be able to proceed with the necessary steps to a achieve kingship, though he so desperately wants it. He wants others to do for him what he cannot or will not do. Lady Macbeth is manipulative - ‘’that I may pour my spiritsShow MoreRelatedLady Macbeth By William Shakespeare1520 Words   |  7 PagesLady Macbeth was not evil she was misunderstood Claim thou art, and Cawdor and shalt be what thou art promised. (Quote) In many of his plays, William Shakespeare portrays women as more virtuous than men. Lady Macbeth, strong ambitious women who’s confidence, faithful and capable of almost anything. For example, in endless love, we notice the endless love they both share for each other, where fate still brought them back together even after all the influences affecting jade’s life, the overpoweringRead MoreMacbeth And Lady Macbeth By William Shakespeare1343 Words   |  6 PagesIn William Shakespeare’s epic tragedy, Macbeth, the concept of the every blurry line between good and evil is shown through the two main characters, Macbeth and Lady Macbeth. This husband and wife duo begins the play as polar opposites. Lady Macbeth’s maliciousness and drive is clear to the audience the first time she steps on stage in Act One Scene Five. She continues on with these same characteristics, yet in the middle of the drama, there is a distinct change in her attitude and overall role asRead MoreThe Ambition of Lady Macbeth in Macbeth by William Shakespeare894 Words   |  4 PagesThe Ambition of Lady Macbeth in Macbeth by William Shakespeare Timothy Leary once said, Women who seek to be equal with men lack ambition (Peters 175). But is this true in the case of the classic play Macbeth? In Macbeth it seems to be, that Macbeth the protagonist of the play is influence by Lady Macbeths ambition. Could this be an exception or was Lady Macbeth lying when she ask to be equal to a man so she could commit the murder (1.5.33.45-61). To understand one must look deeply into theRead MoreMacbeth And Lady Macbeth By William Shakespeare959 Words   |  4 Pagesoccasion. This is clearly illustrated through Duncan s murder in the story Macbeth between the two characters Macbeth and Lady Macbeth. Their responses are shown through their initial reaction to the thought of murdering Duncan, immediately prior to the murder of Duncan, and immediately after the murder of Duncan. Duncan was a kind and good man, and if Macbeth were to kill Duncan, then he would be the bad guy. Macbeth found that there was no reason to kill Duncan other than only for personal gainRead MoreLady Macbeth by William Shakespeare824 Words   |  3 PagesIn Shakespeare play, Macbeth, Lady Macbeth’s character progresses in an interesting manner. Lady Macbeth is made to act as an incentive to Macbeths immoral actions. Even though Macbeth is generally the person to have a final say before killing someone, Lady Macbeth plays the role of his â€Å"sidekick†. She mocks her husband if he worries over a sinful deed (which usually she instructs him to do), saying he would be less of a man if he does not follow through with their plan (I. vii. 56-57). She givesRead MoreLady Macbeth By William Shakespeare1075 Words   |  5 Pages In Shakespeare’s Macbeth, the motif of night is aggressive like the murders they plot and commit. Night dominates day throughout the play since they commit murders which disrupt the natural order of the world. Macbeth â€Å"plays God† by taking someone else’s life and therefore they challenge the Elizabethan order of the world. Acts of chaos, like earthquakes and supernatural events, break loose. Macbeth and Lady Macbeth think the night will cover their treacherous deeds. At first, the idea of murderingRead MoreLady Macbeth, By William Shakespeare Essay1674 Words   |  7 PagesThe obvious reading of this passage would be of Lady Macbeth as domineering and manipulative in pursuit of her own goals. But that reading discounts the loyalty and dedication she has shown to Macbeth and his success. By encouraging violence through questioning his manhood, masculinity and violence become inextricably linked. This connection essentially defines masculinity as violence wit hin the world of Macbeth. The relationship between power, violence, and masculinity alienate women and power andRead MoreLady Macbeth By William Shakespeare1280 Words   |  6 PagesIntroduction Lady Macbeth is a big character one of the most complex characters within the play. She is a mixture of contradictions she is strong, ambitious, ruthless, weak and manipulative to name a few. In the beginning of the play Lady Macbeth is strong, ruthless and ambitious, in Act1 Sc.3. Lady Macbeth s more ambitious urges lead Macbeth to the path of crime. She is cold and nasty; she shows no emotion when she believes both her and Macbeth’s dreams are under threat. Lady Macbeth believes herRead MoreLady Macbeth By William Shakespeare1536 Words   |  7 PagesIn the play Macbeth, the secondary characters such as Lady Macbeth, the witches, and Macduff influence the theme and plot. One of the most influential female characters in the tragedy is Lady Macbeth; she has a significant impact on Macbeth s life. Throughout Shakespeare’s time’s, women were not treated with respect; they were regarded as their husbands slaves. However, this is not the case in Macbeth’s marriageRead MoreLady Macbeth By William Shakespeare1299 Words   |  6 PagesLady Macbeth was not evil she was misunderstood Claim thou art, and Cawdor and shalt be what thou art promised. (Quote) In many of Shakespeare’s plays, he portrays women more honourable than men. Lady Macbeth is one of the main antagonist, she’s a strong ambitious women who’s strives with confidence and capable of almost anything. For example in the winter tale, the main antagonist Hermonie, we can interpret that Hermione patiently despairing the dilemma within the hands of the dominant Leontes

Retaining Top Performers During Change Free Essays

According to Judith Ross, â€Å"coping with change is a permanent part of the manager’s job†. Since this is an established fact, one would expect that manager would strive at retaining the top performers – those that have been instrumental to the growth of the company before the period of change. However, it would be shocking to note that often times than not, these top performers are not retained. We will write a custom essay sample on Retaining Top Performers During Change or any similar topic only for you Order Now The question here is why do managers fail to retain these strategic employees? Generally, one thing that happens when there is a change in the organization, the leaders or managers are often â€Å"too busy† handling matters that concern the paper work. Thus, they rarely communicate the essential information these top performers who in turn make different interpretations to what they are seeing. In periods of change, the managers are under pressure and they seem to worry more on the structure rather than those employees that made the structure. Therefore, Top performers are left to navigate their way through the happenings in the company and because these set of employees are passionate about their careers; they are forced to look elsewhere because they see no future, assurance in the restructuring. Furthermore, when managers do not communicate effectively to their employees, especially those top performers, there are unintended consequences. From my experience from the paper, I discovered that in times of change, when managers do not communicate the specifics to their employees, they are forced to imagine the worst that can happen and decide on this. These consequences should be a source of concern to organizations because these top performers are the backbone of the organization. Personally, if I were the manager in my organization, whenever there is change, the first people I would do is to sell the change to my top performers. I would explain the why, the how, and the specifics. I would immediately involve them in the change. Reference: Ross, J. (2006). Retaining top performers during change. Harvard Business Review. How to cite Retaining Top Performers During Change, Papers

Facilitating Innovation in Leisure Service

Question: Discuss about the Facilitating Innovation in Leisure Service. Answer: Introduction It would be correct to say that organizations require the support of strong leaders so that organizations can grow and develop. The leaders of organizations have realized that managing change is one of the most difficult tasks. The objective of this report is to discuss the topic of managing organizational change. It is expected that this report would be useful for the senior manager of the hypothetical information. When considering strategy and guidance with change, Anderson Anderson, (2010) provide strategies of change using five core elements of change. These elements explain the most effective forms of change in the organization and how they are best used. It is expected that the lack of support from employees could be one of the biggest hindrances in the entire change management process. Therefore, it is important that change agents should focus on effective communication channels. The drivers of the reasons of the change should be communicated to all the employees at different levels. This is a great starting point when needing to better understand change and the success it can bring. It is important that the change should be initiated from the top leaders and senior management. It is believed that the change management is relatively easy for small organizations as compared to the large organizations (Mishra, 2013). The organic, horizontal structure generally found in small organizations seems ideally suited for idea generation and implementation, in large part because all employees are working together closely and form a sort of de facto innovation task force. Larger, well established organizations with more bureaucratic, vertical structures will likely have to take specific steps to harness their potential for idea development and implementation. The paper also discusses various change management models like Kotter change management model, Lewin change management model etc. It is expected that this report would be useful for senior manager to manage the change i n an effective manner (Worley Mohrman, 2014). Analysis Authors argued that the change in the organization should be driven from senior leaders. If leadership comes to a meeting and says Corporate is making us do this, this and this. We have to do it so lets get it done then the change is going to have a negative connotation and those negative attitudes will continue. However, if leadership comes in and paints a picture of an opportunity to grow and improve, and displays a positive attitude about the upcoming changes, it will be much easier for other employees to follow suit (Bucciarelli, 2015). It is important that innovation should be an integral part of change management process. The organizations can use the ambidextrous approach to integrate innovation with change. An ambidextrous approach allows for creativity in discovering new ideas and implementation of those ideas, when the organization is ready to move forward with the proposed change. According to Daft (2016), The organization can be designed to behave in an organic way for exploring new ideas and in a mechanistic way to exploit and use the ideas (p. 430). This is an effective way to handle change, because it combines the two necessary elements of creating and implementing, utilizing two common organizational structures. This approach is more effective than either a purely organic or a purely mechanistic approach. Organic structures may lack the ability to bring a new idea to fruition, while a mechanistic structure may lack the characteristics necessary to allow for innovative thinking (Hornstein, 2015). Shafiee, Razminia, and Zeymaran (2016) stressed the importance of choosing the appropriate organizational structure, stating that organizational structure is considered as one of the essential provisions for successful adaptation with changes (p. 161). Appelbaum Habashay (2012) outlines in detail the concept of organizations taking a change management approach relative to growth and development of organization. The main ingredients are the matching up of innovation and change processes and thus exploiting growth possibilities to achieve future organizational goals. It is important that the organizations must be able to assess the internal environment before taking any change decision. It is believed that the small organizations are able to assess them quickly as compared to the large organizations. Therefore, literature suggests that managing organizational change is relatively easy for small organizations as compared to the large organizations. The successful implementation of any change would also depend a lot on the change agents. It is suggested that the organizations should have a talented pool of employees that can manage the change in the organization (Hornstein, 2015). If the company is in the early stages of existence or if they are in the process of re-creating themselves through new or existing product innovation, the ambidextrous approach may be preferred over other approaches to growth and development. The logical model of Kotter change management model can be shown as: Kotter provided and integrative model of organizational dynamics that could be used as a framework to change management. The Kotter model suggests that in order for an organization progressing through different developmental stages and experience growth over multiple levels of the company, they must be able to confirm to internal and external rules. According to Duerden, Lundberg, and Shurma (2016), Organizational relevance and longevity are tied to the ability to strategically innovate. Organizations that effectively innovate to best position themselves to address and take advantage of changing circumstances thrive (p. 49). This is why a change management approach is so important for organizations. The literature suggests that change management approach has improvements for organizations such as increased productivity, faster turnaround, shared learning, and a higher development satisfaction (Vinekar, Slinkman, Neru, 2006, p. 32). The effective and reliable change management approach like Kotter change model or Lewin change management model can help organizations. The snapshot of the Lewin change management model can be shown as: The Lewin model of change management suggests that all the three stages are critical for organizations. The first stage of the Lewin change model is the unfreeze stage. This is the stage where the urgency of the change is created. It is the stage where the senior managers should take all the employees together. The next and the most difficult stage of the change management model is the change stage. This is the stage where change actually happens. This is the lengthy stage in the entire change management process. The last stage is the Refreeze stage. This is the stage in which changes are freeze and organizations are ready to take the benefits of change. The challenge for organizations has been adjusting to discontinuous change as organizations grow within fast-changing global and technological climates. Tushman and OReilly (1996) emphasized the focus on culture as the counterbalance to strategy and technology through the example of IBM. IBM had a $8.1 billion loss in 1993 and the ch ief executive was quoted as having said the organization became too bureaucratic and preoccupied with IBMs own view of the world squandering talent and technology (Tushman OReilly, 1996). The focus on organizational structure and effective change management helps an organization produces a dual structure to deal with the paradox of stability and change (Vinekar, Slinkman, Neru, 2006, p. 32). Therefore, it is recommended that organizations should have a flexible organization structure. The flexible organization structure would enable the organization to take quick decision through out the change process (Daft, 2015). When organizations have to manage the change then quick decision-making could be a key factor. It is also suggested that the organizations should take the support of various stakeholders while taking any decision. What I found interesting was that Honda and Canon are two companies that operate under the quick-decision making mode, in spite of the fact that both of these organizations are large organizations (Daft, 2015). According to Burn, and Stalker, (1961). An organismic form is appropriate to changing conditions, which give rise constantly to fresh problems and unforeseen requirements for action which cannot be broken down or distributed automatically arising from the functional roles defined with a hierarchic structure. It is observed that the lean organizational structure is the recommended form of organizational structure. Even the organismic structure is very good for change, here, this is more useful first, because the focusing on the customers needs; and second, because of the separation between the new and the traditional processes, structures of the organization which help to avoid resistance in the decisions. According to OReilly, and Tushman (2004) the organizations that have success in this, used to separate their new, exploratory units from their traditional, exploitative ones, allowing for different processes, structures, and cultures; at the same time, they maintain tight links acro ss units at the senior executive level. They separated the senior teams from the new innovation team. OReilly, and Tushman (2004) though that in order to have success, organization must constantly pursue incremental innovations, small improvements in their existing products and operations that let them operate more efficiently and deliver ever greater value to customers. I think this will be good for the organization development and sustainability, and I think to propose this to the senior managers and leaders. Vinekar, Slinkman, and Nerur (2006) argued that organizations that are seeking to manage simultaneously for change and innovation as well as stability face something of a paradox. I had not though of the change management approach in precisely this way before but it makes a lot of sense. On the one hand, mature organizations generally have a stable product line that they sell to a core group of consumers. These established products and services often produce significant income and provide great value for stockholders. On the other hand, companies need to be responsive to new opportunities and new markets. One method of change management that is useful in a changing organization is the opportunity to pilot new ideas in small markets to see how well innovation does on a smaller scale. Piloting is an aspect of making small changes to advance innovation within the ambidextrous structure (OReilly Tushman, 2004). Conclusion The above paper discusses the change management approach for organizations. It is important that organizations should consider the internal and the external factors before making any change. The lack of support from employees could be one of the biggest hindrances in the entire change management process. Therefore, it is important that change agents should focus on effective communication channels. The drivers of the reasons of the change should be communicated to all the employees at different levels. It is recommended that the organizations should stick the logical change management model like Kotter change management model or Lewin change management model. It is also recommended that the change management strategies should also depend on the companys life stage. In the entrepreneurial stage of a companys life cycle this approach might seem a little more difficult. I think that if the organizations founders are looking at not only what they have and desire, but also to the future and what changes will have to occur to move to the next stage, they are taking an ambidextrous approach. An organization that is in the elaboration stage must truly utilize this approach in order to survive. They have to take what works and keep it (exploit it), but also they need to find new ways (explore) of doing business to continue moving in the cycle. It is expected that the change management discussion and models would enable the organization to attain the path of continuous growth and development . References Anderson, D., Anderson, L. A. (2010). Beyond change management: How to achieve breakthrough results through conscious change leadership. John Wiley Sons. Appelbaum, S.H., Habashy, S., Malo, J.L. and Shafiq, H., 2012. Back to the future: revisiting Kotter's 1996 change model. Journal of Management Development, 31(8), pp.764-782. Burns, T., Stalker, G. M. 1961. The management of innovation. London, Tavistock Bucciarelli, L., 2015. A review of innovation and change management: Stage model and power influences. Universal Journal of Management, 3(1), pp.36-42. Daft, R. L. (2016).Organization Theory Design(12thed.). Boston, MA: Cengage Learning. Duerden, M. D., Lundberg, N., Shurma, D. (2016). Facilitating innovation in leisure service organizations.Journal of Park Recreation Administration,34(2), 49-61. Hornstein, H.A., 2015. The integration of project management and organizational change management is now a necessity.International Journal of Project Management,33(2), pp.291-298. Mishra, S., 2013, September. Relevance of Kotters Model for Change in Successfully Implementing Lean. InIFIP International Conference on Advances in Production Management Systems(pp. 540-547). Springer Berlin Heidelberg. OReilly, C. Tushman, M. (2004). The Ambidextrous Organization.Harvard Business Review. Retrieved from https://hbr.org/2004/04/the-ambidextrous-organization/ar/1 Shafiee, H., Razminia, E., Zeymaran, N. K. (2016). Investigating the relationship between organizational structure factors and personnel performance.International Journal of Management, Accounting Economics,3(2), 160-165. Worley, C.G. and Mohrman, S.A., 2014. Is change management obsolete?.Organizational Dynamics,43(3), pp.214-224. Vinekar, v., slinkman, c. W., nerur, s. (2006). Can agile and traditional systems development approaches coexist? An ambidextrous view. Information systems management, 23(3), 31-42.