An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising.

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising.. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising. paper right on time. Out staff of freelance writers includes over 120 experts proficient in An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising., therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising. paper at affordable prices! An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising.

Through using an advert issued by the Department of Health and Social Security regarding drug abuse (see appendix 1) this essay aims to examine how the intending meaning is portrayed through semiotics. Through the work of theorists such as Roland Barthes one can apply a certain amount of theory to the speculative perception of the advert in hand, after all seeing is believing but a framework of analysis allows for a more informed opinion. The messages omitted by advertising campaigns are not always as blatant as one may first suppose, The many individual signs within a text build to produce an overall message, which often occurs subconsciously. A discussion will follow regarding the ideologies behind advertising in general, and how this is evident within this particular text, discussing the ideas of theorist John Berger.

To propose a meaningful commentary on the way in which this advert is deliberately formulated semiotics will be considered. Semiotics is the study of how texts communicate what they mean; it is the science of signs. A sign is simply a thing object, word or picture. It will have a particular meaning to a person or group of people. A sign is made up of two parts a signifier, the actual material object and the signified, which is its meaning. An advert needs more than one sign to convey an entire meaning; Roland Barthes called this the "myth" the build up of signs to convey the whole meaning, or layers of signification. Barthes would look at the advert and see the intended meanings and implications of seemingly unimportant commodities which work together to produce the overall message. For example Barthes may ask, "what does the text say about the product (or in this case the subject matter)?" The text states clearly that the subject matter is heroin. It gives information of the side effects, such as feeling ill and losing weight, and states that it is an addictive drug. The image provides a clear representation of a heroin addict and explains that it is controlling. The next question Barthes would ask is "how is the dream, lifestyle or experience sold?" The image of the girl is very undesirable. She looks sad and out of control, helpless and tragic. This choice of lifestyle is certainly not aspiring for anybody. This is intended to turn the viewer off from choosing heroin. The third and final question Barthes may ask is "What goes without saying?" or "What are the false assumptions made resulting in a kind of ideological abuse?" "I resented seeing Nature and History confused at every turn, and I wanted to track down, in the decorative display of what-goes-without-saying, the ideological abuse which, in my view, is hidden there." Culture has a way of shaping the publics ideologies allowing the media or art to represent things as though it is natural as opposed to being due to social or historical reasons. For example a scientist is portrayed in modern culture as a male because it goes without saying that naturally more males are interested in science. It is not strictly true however as it maybe to do with social reasons and the historic role of women as to why fewer females have the opportunity to enjoy and learn science. With regards to the advert in question it is assumed that young girls/women between the ages of 15 and (the intended audience, as per the agency Yellowhammer who created the campaign ) aspire to be glamorous. The tagline is "Skin care by heroin" which is a direct imitation of a cosmetic advert presuming this irony will be enough to put all young women off the drug as it is natural that all women wish to be beautiful. It also "goes-without-saying" that no one would ever wish to become dependent on such an apparently uplifting chemical, it is natural that no one should desire any drug other than alcohol or nicotine, or is it because culture tells it that way? At one time in history it was considered social to take opium, extracted from poppy seeds, now it is a terrible crime to desire a drug processed from morphine, a naturally occurring substance extracted from the Asian poppy plant.

With those three questions the intended meaning of the text begins to become clear. However to arrive at the conclusion of "taking heroin is bad" subconscious messages have been processed by the readersain without them realising. The text is full of signifiers resulting in the signified that creates the overall message. For example take the facial expression of the girl. The overall expression is glazed, she appears to be unaware of anything. The absent looking eyes are a sign of emptiness and a loss of control. They look wide which implies vulnerability; she represents the hunted as opposed to the hunter, which is a metaphor for the drug itself. The head is slightly tilted expressing she is absent-minded. The skin has been paid particular attention to as it is in direct relation to the tagline. She has white skin and her eyes have dark circles around them, her lips are slightly parted all connoting death and a skull like appearance. She represents someone dying from a heroin addiction. There is a clearly visible blemish on her cheek, it is obviously assumed that girls at this age fear blemishes. Her hair and eyeows are untamed implying the girl has no interest in taking care of herself or she is incapable of doing so as the drug has control of her. Another sign is the use of colour. The background of the image is striking as it is nothing but grey. Grey connotes misery, it has a definite sense of unhappiness, for instance "grey days" or "feeling grey" or "grey moods". The background matches the mood of the subject. The subjects T-shirt is also grey, very nearly identical to that of the background, this links the background with herself suggesting the misery is upon her. The T-shirt is on her, clinging to her like the unhappiness, and it is the heroin causing this misery therefore implying the heroin is inside her. She is a part of the grey background. There is nothing except a mass of dull colour, which implies there is little else in the addicts life besides a consuming amount of misery and a massive amount of isolation. There is nothing for the reader to associate her with or to put her in to any sort of context, this resembles the vacuity of her lifestyle, the blankness of it. Judith Williamson writes of how colour is used in advertising to connect "the object and a person…The womans skin is precisely the same colour as the eggs. Her hair matches the cupboards. Again, we see while the kitchen is meant to reflect her, she is in fact merely an object in the kitchen…". This quote is in reference to a kitchen advert describing the link between the subject and the background (which so happens to be the product, is what this advert is dealing with too as it is the empty lifestyle that is being sold.)

The theorist Roger Fry analysed paintings using formalism. Fry maintained that subject matter was merely there to wrap form around. His ideas can be used to a certain extent with regards to advertising and photography. He had five emotional elements, which he believed were the only important aspects needed to decode artwork. One of those was colour. He said, " That this [colour] has a direct emotional effect is evident from words such as gay, dull and melancholy, in relation to colour." It is fair to say that Fry probably would have agreed with the drawn conclusions concerning colour and the advert in hand. He would have said the girl herself was irrelevant it was the way in which she was expressed that told the true meaning. For instance, another of his elements was light and shade. He said "Our feelings towards the same object become totally different according as we see it strongly illuminated against a black background or dark against light." The light in the photograph has been deliberately engineered. The girl has been lit from above to cast shadows over her eyes and exaggerate the cheekbones giving a skull like appearance, which carries implications of death. However this top-lit glow offers a ray of hope to the viewer. A subtle way of saying, "there is help available."

Through this analysis and dissection of the text the way in which the overall intended message is displayed becomes apparent. Through signs of wide eyes, grey colours, pale skin and an ironic tagline subconscious thoughts are processed by the viewer who composes an impression within seconds of looking at the advert. However, the impact of the piece is down to something other than the semiotics. There is an ideology behind advertising as a whole that encourages this text to be successful in persuading the target audience against using heroin. Theorist John Berger writes extensively on the theory behind publicity, which helps to address the second aspect of this discussion in relation to the effect that the message has on the viewer. At this point of analysis the intended message has been established by the reader, "to use heroin is bad, say no." This has been concluded through a series of fast processed thoughts stimulated by the signs existing in the piece. But what about this conclusion encourages the viewer to be persuaded? It has already been established through Barthes theory that "it-goes-without-saying" that the target audience are turned off from the image as it is not aspiring, but why?

Berger writes on the theory that the notion of glamour keeps the wheel of capitalism turning, without glamour there would be no envy and without envy people would not be concerned with buying products which would make them better people or have richer more fulfilling lives. Advertising persuades of a transformation by showing already transformed people, and as a result are now enviable. To be envied is to be glamorous in some form, and so publicity manufactures glamour. "The purpose of publicity is to make the spectator marginally dissatisfied with his present way of life…It suggests that if he buys what it is offering, his life will become better." This quote is helpful in describing the ideology behind advertising. The idea of wanting to better oneself is exploited by making the spectator desire to be like the person in the advert. "Glamour can not exist without personal and social envy…Publicity does not manufacture the dream. All that it does is to propose to each one of us that we are not enviable yet could be." So how does the notion of glamour fit in to this advert distributed by the Department of Health and Social Security? Bergers theory of using envy as a tool to sell products really works with this advert, however it needs switching round. Envy and glamour have been used but to have the opposite effect. In Barthes words "it-goes-without-saying" that girls between the ages of 15 and wish to be glamorous so the subject is made as unappealing as possible to dissuade the spectator from taking heroin. The fact that the format of the text has been made to resemble a cosmetic advert shows this. The image works in showing the end result of a heroin addict, essentially saying, "if you use heroin, you too could look like this". A usual cosmetic advert follows the same structure but shows a radiant, beautiful woman essentially saying the same, "if you use this product, you too could look like this." (See appendix ). The end result is the key, advertising works on the basis of saying this is what one could look like in the future, it speaks of the future offering a different, better lifestyle to the one the viewer has. The advert in question displays the lifestyle of a heroin addict and makes it unenviable, prompting the spectator to feel their own life is better than the one presented to them, the subject is the opposite to everything one aspires too. Berger believes, "Publicity begins by working on a natural appetite for pleasure" and pleasure is exactly what this image does not connote.

Through establishing the finer points of the advert and discovering how the message is omitted it has help to understand how an advertising campaign such as this one has a profound effect on its target audience. Analysing the semiotics of the text has shown how it is successful in dissuading young people from taking the drug, and it has shown how what seem like meaningless and sometimes unnoticeable commodities make up a powerful statement. It is evident that the smallest signs can have meanings which are taken for granted, which is how the whole text works together to present a lifestyle or experience. This advert is successful in portraying a tragic and unappealing experience through semiotics, but also through the ideology of glamour and aspiration. This text has been a fine example for John Bergers theory and it is evidence enough to prove it successful. It seems the publics aspiration to be glamorous and beautiful is enough to build a campaign around putting people off a drug, which probably more importantly renders the addict economically and mentally unstable.

Books

Barthes, Roland, Mythologies, (New York The Noonday Press, 1)

Berger, John, Ways of Seeing (Londonitishoadcasting Corporation and Penguin Group Ltd, )

Fry, Roger, "An Essay in Aesthetics" in Art in Theory, edited by Charles Harrison edited by Charles Harrison and Paul Wood (Oxford Blackwell, 1),

Saunders, Dave, 0th Century Advertising (London Carlton Books Limited, 1)

Williamson, Judith, Decoding Advertisements Ideology and Meaning in Advertising (London Marion Boyars Publishers Ltd, 178)

Websites

http//www.nida.nih.gov/Infofax/heroin.html accessed 06 January 00

Magazines

Oil of Olay Advert in Glamour, June 00, p.

Please note that this sample paper on An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising. is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising., we are here to assist you. Your cheap custom college paper on An analysis of how a seemingly simple public service advertising campaign goes about persuading the viewer through subliminal messages and a discussion regarding some of the ideologies behind advertising. will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!

Short story by H.G Wells

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on Short story by H.G Wells. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Short story by H.G Wells paper right on time. Out staff of freelance writers includes over 120 experts proficient in Short story by H.G Wells, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Short story by H.G Wells paper at affordable prices! The little shop was not paying. The realisation came insensibly. Winslow was not the man for definite addition and subtraction and sudden discovery. He became aware of the truth in his mind gradually, as though it had always been there. A lot of facts had converged and led him there. There was that line of cretonnes - four half-pieces - untouched, save for half a yard sold to cover a stool. There were those shirtings at 4/4 d. - Bandersnatch, in theoadway, was selling them at /4 d. - under cost, in fact. (Surely Bandersnatch might let a man live!) Those servants caps, a selling line, needed replenishing, and thatought back the memory of Winslows sole wholesale dealers, Helter, Skelter, & Grab. Why! how about their account?

Winslow stood with a big green box open on the counter before him when he thought of it. His pale grey eyes grew a little rounder; his pale, straggling moustache twitched. He had been drifting along, day after day. He went round to the ramshackle cash-desk in the corner - it was Winslows weakness to sell his goods over the counter, give his customers a duplicate bill, and then dodge into the desk to receive the money, as though he doubted his own honesty. His lank forefinger, with the prominent joints, ran down theight little calendar (Clacks Cottons last for All Time). One - two - three; three weeks an a day! said Winslow, staring. March! Only three weeks and a day. It cant be.

Tea, dear, said Mrs. Winslow, opening the door with the glass window and the white blind that communicated with the parlour.

One minute, said Winslow, and began unlocking the desk. An irritable old gentleman, very hot and red about the face, and in a heavy fur-lined coat, came in noisily. Mrs. Winslow vanished.

Ugh! said the old gentleman. Pocket-handkerchief.

Yes, sir, said Winslow. About what price

Ugh! said the old gentleman. Poggit-handker-chief, quig!

Winslow began to feel flustered. He produced two boxes.

These sir - began Winslow.

Sheed tin! said the old gentleman, clutching the stiffness of the linen. Wad to blow my pose - not haggit about.

A cotton one, praps, sir? said Winslow.

How much? said the old gentleman over the handkerchief.

Sevenpence, sir. Theres nothing more I can show you? No ties,aces?

Damn! said the old gentleman, fumbling in his ticket-pocket, and finally producing half a crown. Winslow looked round for his metallic duplicate-book which he kept in various fixtures, according to circumstances, and then he caught the old gentlemans eye. He went straight to the desk at once and got the change, with an entire disregard of the routine of the shop.

Winslow was always more or less excited by a customer. But the open desk reminded him of his trouble. It did not come back to him all at once. He heard a finger-nail softly tapping on the glass, and, looking up, saw Minnies eyes over the blind. It seemed like retreat opening. He shut and locked the desk, and went into the back room to tea.

But he was preoccupied. Three weeks and a day! He took unusually large bites of hisead and butter, and stared hard at the little pot of jam. He answered Minnies conversational advances distractedly. The shadow of Helter, Skelter, & Grab lay upon the tea-table. He was struggling with this new idea of failure, the tangible realisation that was taking shape and substance, condensing, as it were, out of the misty uneasiness of many days. At present it was simply one concrete fact; there were thirty-nine pounds left in the bank, and that day three weeks Messrs. Helter, Skelter, & Grab, those enterprising outfitters of young men, would demand their eighty pounds.

After tea there was a customer or so - small purchases some muslin and buckram, dress-protectors, tape, and a pair of Lisle hose. Then, knowing that Black Care was lurking in the dusky corners of the shop, he lit the three lamps early and set to refolding his cotton prints, the most vigorous and least meditative proceeding of which he could think. He could see Minnies shadow in the other room as she moved about the table. She was busy turning an old dress. He had a walk after supper, looked in at the Y.M.C.A., but found no one to talk to, and finally went to bed. Minnie was already there. And there, too, waiting for him, nudging him gently, until about midnight he was hopelessly awake, sat Black Care.

He had had one or two nights lately in that company, but this was much worse. First came Messrs. Helter, Skelter, and Grab, and their demand for eighty pounds - an enormous sum when your original capital was only a hundred and seventy. They camped, as it were, before him, sat down and beleaguered him. He clutched feebly at the circumambient darkness for expedients. Suppose he had a sale, sold things for almost anything? He tried to imagine a sale miraculously successful in some unexpected manner, and midly profitable, in spite of reductions below cost. Then Bandersnatch Limited, 101, 10, 10, 105, 106, 107oadway, joined the siege, a long caterpillar of frontage, a battery of shop fronts, wherein things were sold at a farthing above cost. How could he fight such an establishment? Besides, what had he to sell? He began to review his resources. What taking line was there to bait the sale? Then straightway came those pieces of cretonne, yellow and black, with a bluish-green flower; those discredited skirtings, prints without buoyancy, skirmishing haberdashery, some despairful four-button gloves by an inferior maker - a hopeless crew. And that was his force against Bandersnatch, Helter, Skelter, & Grab, and the pitiless world behind them. Whatever had made him think a mortal would buy such things? Why had he bought this and neglected that? He suddenly realised the intensity of his hatred for Helter, Skelter, & Grabs salesman. Then he drove towards an agony of self-reproach. He had spent too much on that cash-desk. What real need was there of a desk? He saw his vanity of that desk in a lurid glow of self-discovery. And the lamps? Five pounds! Then suddenly, with what was almost physical pain, he remembered the rent.

He groaned and turned over. And there, dim in the darkness, was the hummock of Mrs. Winslows shoulder. That set him off in another direction. He became acutely sensible of Minnies want of feeling. Here he was, worried to death about business, and she sleeping like a little child. He regretted having married, with that infinite bitterness that only comes to the human heart in the small hours of the morning. That hummock of white seemed absolutely without helpfulness, a burden, a responsibility. What fools men were to marry! Minnies inert repose irritated him so much that he was almost provoked to wake her up and tell her that they were Ruined. She would have to go back to her uncle; her uncle had always been against him and as for his own future, Winslow was exceedingly uncertain. A shop assistant who has once set up for himself finds the utmost difficulty in getting into a situation again. He began to figure himself crib-hunting once more, going from this wholesale house to that, writing innumerable letters. How he hated writing letters! Sir, - Referring to your advertisement in the Christian World. He beheld an infinite vista of discomfort and disappointment, ending - in a gulf.

He dressed, yawning, and went down to open the shop. He felt tired before the day began. As he carried the shutters in, he kept asking himself what good he was doing. The end was inevitable, whether he bothered or not. The clear daylight smote into the place, and showed how old and rough and splintered was the floor, how shabby the second-hand counter, how hopeless the whole enterprise. He had been dreaming these past six months of aight shop, of a happy couple, of a modest but comely profit flowing in. He had suddenly awakened from his dream. Theaid that bound his decent black coat - it was a trifle loose - caught against the catch of the shop door, and was torn away. This suddenly turned his wretchedness to wrath. He stood quivering for a moment, then, with a spiteful clutch, tore theaid looser, and went in to Minnie.

Here, he said, with infinite reproach; look here! You might look after a chap a bit.

I didnt see it was torn, said Minnie.

You never do, said Winslow, with gross injustice, until things are too late.

Minnie looked suddenly at his face. Ill sew it now, Sid, if you like.

Lets haveeakfast first, said Winslow, and do things at their proper time.

He was preoccupied ateakfast, and Minnie watched him anxiously. His only remark was to declare his egg a bad one. It wasnt; it was flavoury, - being one of those at fifteen a shilling,- but quite nice. He pushed it away from him, and then, having eaten a slice ofead and butter, admitted himself in the wrong by resuming the egg.

Sid, said Minnie, as he stood up to go into the shop again, youre not well.

Im well enough. He looked at her as though he hated her.

Then theres something else the matter. You arent angry with me, Sid, are you, about thataid? Do tell me whats the matter. You were just like this at tea yesterday, and at supper-time. It wasnt theaid then.

And Im likely to be.

She looked interrogation. Oh, what is the matter? she said.

It was too good a chance to miss, and heought the evil news out with dramatic force. Matter? he said. 1 done my best, and here we are. Thats the matter! If I cant pay Helter, Skelter, & Grab eighty pounds, this day three weeks -- Pause. We shall be sold up! Sold up! Thats the matter, Min! SOLD UP!

Oh, Sid! began Minnie.

He slammed the door. For the moment he felt relieved of at least half his misery. He began dusting boxes that did not require dusting, and then reblocked a cretonne already faultlessly blocked. He was in a state of grim wretchedness; a martyr under the harrow of fate. At any rate, it should not be said he failed for want of industry. And how he had planned and contrived and worked! All to this end! He felt horrible doubts. Providence and Bandersnatch - surely they were incompatible! Perhaps he was being tried? That sent him off upon a new tack, a very comforting one. The martyr pose, the gold-in-the-furnace attitude, lasted all the morning.

At dinner - potato pie - he looked up suddenly, and saw Minnies face regarding him. Pale she looked, and a little red about the eyes. Something caught him suddenly with a queer effect upon his throat. All his thoughts seemed to wheel round into quite a new direction.

He pushed back his plate and stared at her blankly. Then he got up, went round the table to her - she staring at him. He dropped on his knees beside her without a word. Oh, Minnie! he said, and suddenly she knew it was peace, and put her arms about him, as he began to sob and weep.

He cried like a little boy, slobbering on her shoulder that he was a knave to have married her andought her to this, that he hadnt the wits to be trusted with a penny, that it was all his fault; that he had hoped so - ending in a howl. And she, crying gently herself, patting his shoulders, said ssh! softly to his noisy weeping, and so soothed the outeak. Then suddenly the crazy bell upon the shop door began, and Winslow had to jump to his feet, and be a man again.

After that scene they talked it over at tea, at supper, in bed, at every possible interval in between, solemnly - quite inconclusively - with set faces and eyes for the most part staring in front of them - and yet with a certain mutual comfort. What to do I dont know, was Winslows main proposition. Minnie tried to take a cheerful view of service - with a probable baby. But she found she needed all her courage. And her uncle would help her again, perhaps, just at the critical time. It didnt do for folks to be too proud. Besides, something might happen, a favourite formula with her.

One hopeful line was to anticipate a sudden afflux of customers. Perhaps, said Minnie, you might get together fifty. They know you well enough to trust you a bit. They debated that point. Once the possibility of Helter, Skelter, & Grab giving credit was admitted, it was pleasant to begin sweating the acceptable minimum. For some half-hour tea the second day after Winslows discoveries they were quite cheerful again, laughing even at their terrific fears. Even twenty pounds to go on with might be considered enough. Then in some mysterious way the pleasant prospect of Messrs. Helter, Skelter, & Grab tempering the wind to the shorn retailer vanished - vanished absolutely, and Winslow found himself again in the pit of despair.

He began looking about at the furniture, and wondering idly what, it would fetch. The chiffonier was good, anyhow, and there were Minnies old plates that her mother used to have. Then he began to think of desperate expedients for putting off the evil day. He had heard somewhere of Bills of Sale - there was to his ears something comfortingly substantial in the phrase. Then, why not Go to the Money-Lenders?

One cheering thing happened on Thursday afternoon a little girl came in with a pattern of print, and he was able to match it. He had not been able to match anything out of his meagre stock before. He went in and told Minnie. The incident is mentioned lest the reader should imagine it was uniform despair with him.

The next morning, and the next, after the discovery, Winslow opened shop late. When one has been awake most of the night, and has no hope, what is the good of getting up punctually? But as he went into the dark shop on Friday he saw something lying on the floor, something lit by theight light that came under the ill-fitting door - a black oblong. He stooped and picked up an envelope with a deep mourning edge. It was addressed to his wife. Clearly a death in her family - perhaps her uncle. He knew the man too well to have expectations. And they would have to get mourning and go to the funeral. Theutal cruelty of people dying! He saw it all in a flash - he always visualised his thoughts. Black trousers to get, black crape, black gloves - none in stock - the railway fares, the shop closed for the day.

Im afraid theres bad news, Minnie, he said.

She was kneeling before the fireplace, blowing the fire. She had her housemaids gloves on and the old country sun-bonnet she wore of a morning, to keep the dust out of her hair. She turned, saw the envelope, gave a gasp, and pressed two bloodless lips together.

Im afraid its uncle, she said, holding the letter and staring with eyes wide open into Winslows face. Its a strange hand!

The postmarks Hull, said Winslow.

The postmarks Hull.

Minnie opened the letter slowly, drew it out, hesitated, turned it over, saw the signature. Its Mr. Speight!

What does he say? said Winslow. Minnie began to read. Oh! she screamed. She dropped the letter, collapsed into a crouching heap, her hands covering her eyes. Winslow snatched at it. A most terrible accident has occurred, he read; Melchiors chimney fell down yesterday evening right on the top of your uncles house, and every living soul was killed - your uncle, your cousin Mary, Will and Ned, and the girl - every one of them, and smashed - you would hardly know them. Im writing to you toeak the news before you see it in the papers --The letter fluttered from Winslows fingers. He put out his hand against the mantel to steady himself.

All of them dead! Then he saw, as in a vision, a row of seven cottages, each let at seven shillings a week, a timber yard, two villas, and the ruins - still marketable - of the avuncular residence. He tried to feel a sense of loss and could not. They were sure to have been left to Minnies aunt. All dead! 7x7x5 / 0 began insensibly to work itself out in his mind, but discipline was ever weak in his mental arithmetic; figures kept moving from one line to another, like children playing at Widdy, Widdy Way. Was it two hundred pounds about - or one hundred pounds? Presently he picked up the letter again, and finished reading it. You being the next of kin, said Mr. Speight.

How awful! said Minnie in a horror-struck whisper, and looking up at last. Winslow stared back at her, shaking his head solemnly. There were a thousand things running through his mind, but none that, even to his dull sense, seemed appropriate as a remark. It was the Lords will, he said at last.

It seems so very, very terrible, said Minnie; auntie, dear auntie - Ted - poor, dear uncle --

It was the Lords will, Minnie, said Winslow, with infinite feeling. A long silence.

Yes, said Minnie, very slowly, staring thoughtfully at the crackling black paper in the grate. The fire had gone out. Yes, perhaps it was the Lords will.

They looked gravely at one another. Each would have been terribly shocked at any mention of the property by the other. She turned to the dark fireplace and began tearing up an old newspaper slowly. Whatever our losses may be, the worlds work still waits for us. Win-slow gave a deep sigh and walked in a hushed manner towards the front door. As he opened it, a flood of sunlight came streaming into the dark shadows of the closed shop. Bandersnatch, Helter, Skelter, & Grab had vanished out of his mind like the mists before the rising sun.

Presently he was carrying in the shutters, and in theiskest way, the fire in the kitchen was crackling exhilaratingly, with a little saucepan walloping above it, for Minnie was boiling two eggs, - one for herself this morning, as well as one for him, - and Minnie herself was audible, layingeakfast with the greatest eclat. The blow was a sudden and terrible one - but it behoves us to face such thingsavely in this sad, unaccountable world. It was quite midday before either of them mentioned the cottages.

Ar hun oyd maer cwmni yn mynd yn gret. Ar gyfartaledd mae pob berson syn mynd i fewn i siop mam yn gwario £.6. Mae hwn yn 0c lan ar cyfartaledd 001.Maer siop yn cyflwng dda ac mae popeth yn dda yn yr siop. Ond fel pob siop neu weithdu mae ambell i stwr yn ddigwydd rhwng y staff. Yn siopiau arall fel Porth Tywyn a Sospan maer siopiau yn colli arian.

Maer wybodaeth yn cael ei storio ar cyfrifiadiron y swyddfa ym Mharc Trostre. Maer cwmni yn rhedeg rhyw fath o rhaglen syn edrych fel rhyw addapiwyd o Microsoft Excel™ achos mae rhyw fath o taemlen ar y chwith or screen a wedyn rhyw fath o rhaglen scanio. Gallwch cael wybodaeth allan or rhaglen trwy teipio mewn eich cynnyrch ac maen wilio am y preisiau, dyddiau cynnyrch a fath o fwyd.

Gall ddimond prif ferch y siop (sef Mam yn stryd Thomas) ddefnyddior system. Maer system wedi ei rhaglennu lan fel gallair ferched rhedeg y rhaglen ar y laptop yn siop nhw. Maer system yn cael ei ddefnyddion fwyaf am archebu cacennau penblwydd,iodas a.y.y.b.

Does dim lawer ooblemmau yn y rhaglen. Yn unrhyw perygl fawr fel pob cwmni yw cael Virus.

Gall hwnnw ddinistrior cyfrifiaduron ac rhan pwysig y cwmni.

Dydu Jenkins ddim yn ddefnyddio llawer o hysbysebion. Y prif hysbyseb yw yn y Llanelli star. Does ddim angen llawer o hysbysebion ar Jenkins achos mae ffordd arall o hysbysu am ddim. Yn siml, maer person syn prynnur cynnyrch yn ddweud wrth ei ffrindiau ac wedyn maer ffrind yn ddweud wrth ffrind ac yn y blaen. Mae hwn yn ddigwydd hefyd amon pob siop on maen ddigwydd yn aml am pobyddion, siopiau bwyd cyflym (e.e Cheinis a siop sglodion) ac ambell i waith siopiau fawr fel Tesco™ a ASDA™.

Hefyd, mae Siopiau Jenkins yn rhoi bwrddiau ddu tu allan yr siop ble allair weithwyr rhoi cynygion fel ( pasty am £1).

Does ddim hysbysebion teledu, radio neu ddim byd,dim ond streion rhwng y pobl, y papur Llanelli Star™ ar fwrdd du.

Mae cyfrifiaduron yn bwysig yn fusnes pwysig. Os ysgrifennai person wybodaeth ar papur ac ar ol amser fach collwyd y papur, beth wna y person, ysgrifennur waith allan eto?. Ond ar cyfrifiaduron gall neu mwy o pobl cael y wybodaeth ar nifer fawr o cyfrifiaduron ac wedyn, gall y person tynnu lan y wybodaeth achos maen hawdd i safio. Hefyd, gall person safior waith ar ddisc a cadwr waith yn cyfrifiadur adref.

Hefyd ar papur maen galed i creu graffiau, maen cymeryd rhy gormod o amser, ond ar cyfrifiaduron, maen hawdd, gallwch creu graffiau ynon ddim amser. Gallwch gywiro waith yn hawdd ar cyfrifiadur ond mae hin gymlaeth ar pap ur.

Beth rwy am wneud yn yosiect. Rwy am...

-Creu prosiect syn ddangos wybodaeth dda enghlyn ar fusnes David Jenkins Ltd.

-Ddefnyddio popeth sydd ar gael ac am creu prosiect lliwgar, diddorol ac prosiect syn mynd i ennill marciau.

-Gadael ir darllenydd wybod popeth am y fusnes.

-Rwy hefyd am wneud trip i Llundain ac mae siawns i ennill safle am rhad ac am ddim.

-Helpu i creu systemesennol well a help hysbysebur cwmni yn well.

-Creu taenlen i wneud hin hawdd o ddarganfod weithwyr yn y fusnes.

-Wneud llythr post-gyfuno achos bydd hin cymeryd rhy gormod o amser i ysgrifennur un llythr mas pob tro.

-Dyma fy amcanion am y prosiect.

Please note that this sample paper on Short story by H.G Wells is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Short story by H.G Wells, we are here to assist you. Your cheap custom college paper on Short story by H.G Wells will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!

The Position of The Presidency

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on The Position of The Presidency. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality The Position of The Presidency paper right on time. Out staff of freelance writers includes over 120 experts proficient in The Position of The Presidency, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your The Position of The Presidency paper at affordable prices! I would like to explain an American idea that has shaped this country from its beginnings. What do you think of when you hear the names George Washington, Aaham Lincoln, Franklin D. Roosevelt, John F. Kennedy, and George W. Bush. These are all names that shoulding to mind the great position of the presidency. How often is it that you consider, historically, how these men came to be a United States President? Do you ever think about what the presidents duties entail and what powers they hold? Do you wonder how they use these powers to oversee our government? Maybe youre a political science buff and can explain each of these off the cuff. Or possibly, youre very much like me; you only know the general concepts of these areas. Either way, I hope you will learn at least a little something from the various aspects of what Im about to explain regarding the position of the United States Presidency.

As I researched this subject I realized that we as Americans dont really think about how unique our concept of a president is. So Im going to challenge you to look back in history and envision yourself in the position of our founding fathers. The Revolutionary War is over; independence is achieved fromitain and we are now left to the decision of how to deal with our freedom. We have only the Declaration of Independence to act as our guide to the values of a new American government. Tough position? Id say so. But, like all things, this process of building a government came in pieces and it started with the Continental Congress. On September 5, 1774 the Continental Congress of the United States was formed in response to the Intolerable Acts passed by King George III. (President of) This Congress was basically a group of men, lead by a chairman, that came together to petition the various English laws that now affected them in their American colonies. This Congress continued for almost two years with no relief fromitain, so on July , 1776 they declared their independence from Greatitain by the signing of the Declaration of Independence. (Klos, Happy Birthday)

With this declaration declared, a war began and the colonies realized they needed some sort of formal documentation to oversee their war against England. On November 5, 1777 the Continental Congress passed the original Articles of Confederation. (President of) The Congress, realizing these articles were very much a rough draft of what was needed for their new United States, required that all thirteen states be ratified before the document could officially become the first Constitution. In the course of the next 4 years each of the states slowly became ratified. On March 1, 1781 the Continental Congress ceased to exist and was replaced with The United States in Congress Assembled. . (Klos, President Who)The Articles of Confederation established various statutes that laid the foundation for the government we have today. They named our country The United States of America and formed a bond between all the states for "their common defense, the security of their liberties, and their mutual and general welfare, binding themselves to assist each other, against all force offered to, or attacks made upon them." (Articles) This fellowship allowed free men to move liberally around the states and created accountability for criminals by forcing them to return to the state of their crime if they were caught in another state. It laid the basic ground rules for the delegates to Congress and the general powers that Congress would have.

One of the powers of Congress laid out in the Articles was the authority to appoint a committee called "A Committee of the States" that would sit in recess of Congress. The committee would consist of a single delegate from each state and that one member would "serve in the office of president." This president along with his committee carried the responsibility and power to "ascertain the necessary sums of money to be raised for the service of the United States, and to appropriate and apply the same for defraying the public expenses to borrow money, or emit bills on the credit of the United States… to build and equip a navy… at the expense of the United States." (Articles) The presidential position on this committee established a title that our country would soon use for the leader of our land and laid a foundation for that position to grow upon.Over time the articles proved to be insufficient because it limited the power of the central government way too much for it to govern effectively. The problems this caused forced the Congress Assembled to call for a Constitutional Convention. This convention occurred on Feuary 1, 1787 and the goal was to revise the articles to give considerably more power to the federal government. (President of) The Constitutional Convention began on May 5, 1787. Several issues were discussed and debated, among these were the establishment of a governmental leader. After more than three months of debate the basic shape of the presidency materialized "a single leader, elected to a four-year term and eligible for reelection, with authority to veto bills enacted by Congress. The president was given command of the military and the power to appoint federal officials, subject to confirmation by the Senate." (Constitution of) From this day forward this position would begin to reflect on the nature of our country.

The power and responsibilities of the presidency have grown since the day of its birth. They have grown so much that they are almost more than one person can handle. Inief, the Constitution requires that the president "discharge the duties of the office and preserve, protect, and defend the Constitution of the United States." The Merriam Websters Collegiate Dictionary defines each of these words as followed. To preserve, meaning to keep safe from injury, harm or destruction. To protect, meaning to cover or shield from injury or destruction. To defend, meaning to drive danger or attack away from and to maintain or support. These words, although fairly specific in their dictionary meaning, become veryoad in terms when associated with a position and its responsibility to the Constitution of the United States. This statement is short but extensive in such a way that as the years pass the president continues to incur more and more responsibilities.

One of the most impacting areas of responsibility for the president is in the area of legislative matters. The president is the nations chief legislator. He is tasked with giving guidance and setting priorities for our nations Congress. He proposes and pursues a very large portion of the actual legislation heard by Congress. He has the power to "strong-arm" Congress in this process with his power of veto, which can block bills that the president does not want in legislation. The president is also in charge of executing the laws of the United States and ensuring the implementation by directing various administrative agencies. (President of)

The second major area of presidential responsibility is in the judicial process. First and foremost is his responsibility to appoint judges to the Supreme Court, our highest court in the land. These appointments are extremely important because as the Supreme Court is the highest law of the land, they constantly set forth standards for all other courts to follow. The president is also responsible for executing the laws that are set forth. He does this by appointing the leaders of each of our federal agencies who are in turn responsible for ensuring that when the law isoken that offenders are punished. (President of)

A third area of responsibility is the presidents influence on our economy and foreign policy. At the start of the first term the president initiates budget and tax proposals, often increasing or cutting funds that affect our entire country. He has the power to regulate various industries by the enforcement of safety and environmental regulations. He has the ability to shape tariffs on imports, this affects the thousands of businesses that buy and sell goods to other countries, which flows directly into his role in foreign policy. In respect to foreign policy he is the chief diplomat of the United States and the Constitution gives him the power to negotiate treaties and appoint diplomatic representatives. He has the power to negotiate executive agreements with foreign countries and has the discretion of whether or not to give official recognition to foreign governments. (The Office)

The president also holds many powers over various organizations within the United States. First and foremost, he is our commander in chief of our armed forces giving him an array of powers to direct our military in times of war and peace. As the primary military commander he is responsible for our nations security and the safety of its people. With this responsibility lies the power of appointing men and women to various high level positions so that they can ensure the countries security and safety is maintained. He is in charge of appointing members of the Cabinet, employing the head of independent federal agencies, and commissioning all officers of the armed forces. (Gesell, 8)

Lastly, the president is the leader of the executiveanch of the federal government. Thisanch consists of fourteen departments agriculture, commerce, defense, education, energy, health and human services, housing and urban development, interior, justice, labor, state, transportation, treasury, and veterans affairs. The president is also in charge of directing various independent agencies to include the Environmental Protection Agency (EPA), Equal Employment Opportunity Commission (EEOC), Export-Import Bank, Federal Communications Commission (FCC), Federal Election Commission, Federal Maritime Commission, Federal Reserve System, Federal Trade Commission (FTC), General Services Administration, National Aeronautics and Space Administration (NASA), National Foundation on the Arts and the Humanities, National Labor Relations Board, National Science Foundation, Securities and Exchange Commission (SEC), Small Business Administration, United States Information Agency, and the Postal Service. (Squire, ) The role of the president in these departments is as involved as he chooses to be. He may simply decide to identify the heads of these organizations and trust them to run them appropriately or he may take a more active role by constantly being involved. There is no direction as to how he must interact with these organizations.

I have told you a little about how our position of the president was made and some of the tasks the position accomplishes. A president, our president, holds a huge amount of responsibility. With the growth of our country from 1 colonies to 50 states so has the role of the president grown. This idea is unique because our president does not rule; he leads, hopefully by example. As a leader he is elected, not born in to, the position. He is forced to look to the people, us, and seek approval for his actions. His position is one of great importance that weights heavily upon our country. I hope that you have learned a little about the historical nature of how this position was created and what the position has grown into today, and maybe you now have a deeper understanding of not only the importance and uniqueness of this position, but also how it works.

Gesell, Laurence. Aviation and the Law. Arizona; Coast Aire Publications, 18

Articles of Confederation. Online. Mar. 00. Avaliable FTP odur.let.rug.nl

President of the United States. CD-ROM. Microsoft® Encarta® Encyclopedia 001.

The Office of the President. Online. Mar. 00. Available FTP www.worldbook.com

Klos, Stanley. Happy Birthday United States. Online. Mar. 00. Available FTP

www.uspresidency.com

---. President Who? Online. Mar. 00. Available FTP www.uspresidency.com

Squire, Peverill, James Lindsay, Cary Covington, and Eric Smith.ief Edition

Dynamics of Democracy. McGraw-Hill. 17. 01-4

Please note that this sample paper on The Position of The Presidency is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on The Position of The Presidency, we are here to assist you. Your cheap custom college paper on The Position of The Presidency will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!

Cause and Effect: The Crusades

If you order your cheap custom essays from our custom writing service you will receive a perfectly written assignment on Cause and Effect: The Crusades. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Cause and Effect: The Crusades paper right on time. Out staff of freelance writers includes over 120 experts proficient in Cause and Effect: The Crusades, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Cause and Effect: The Crusades paper at affordable prices! In the High Middle Ages of the year 105, Seljuk Turks stormed into Baghdad taking Jerusalem with them. They ravaged the towns and conquered all of Asian Minor from the Byzantine Greeks. Christian lands were burned and pillaged by an accursed race. The Byzantine emperor was in a state of emergency and requested help to fight against these people.

The pope responded with a new kind of fighters to defend the lands. He called on the knights of Christendom to form a crusade. Their mission was to rescue Jerusalem and the Holy Land from the Muslim Turks. The knights felt intense excitement and joy to fight for their religion. Their morale was high since the pope promised forgiveness for their sins if they died. Rewards and gifts would be given to those that successfully conquered the cities of the Holy Land.

The Crusades won Jerusalem after losing many of their troops through hardships. They sacked Constantinople and savaged a spree of loot. Temporarily, they strengthened papal influence with successful battles to take back towns. However, later crusades declined the papal prestige since they were not able to detain the Byzantines. The Crusades were never able to successfully accomplish their mission of taking back the Holy Land butought many long-term effects that would modify the empire.

The crusaders weakened the feudal nobility since they lost many of their lands to go on expeditions. The Byzantine power also decreased with the powerful attacks from the Crusades. Religious intolerance erupted with the Muslims, Jews, and Christians. These religions used each other as scapegoats and attacked each other with hostility. The Crusadesought an increase in trade to the empire since they purchased new utensils and foods from Arab markets that benefited them. In the long run, Crusades sparked changes that would important to the future of the empires economy and people. Cheap research paper on Cause and Effect: The Crusades

Please note that this sample paper on Cause and Effect: The Crusades is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Cause and Effect: The Crusades, we are here to assist you. Your cheap research papers on Cause and Effect: The Crusades will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!

Slovenia

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on Slovenia. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Slovenia paper right on time. Out staff of freelance writers includes over 120 experts proficient in Slovenia, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Slovenia paper at affordable prices! SLOVENIA

Slovenia has it all. From the Alps to the sea, and the

geography in between, this is the place all travelers

should visit.The many attractions thating travelers to Slovenia

include the great outdoors, traditional living and the

development of newly independent country. If you ever visit

Europe you should also take advantage of Slovenias greatness.

More than half of the country is covered with forest,

making Slovenia the greenest country in Europe. Most of the

forest is mixed, beech, pine, oak, poplar, but if you go

higher in the mountains, there you can find only coniferous

trees. Among the forest there areeathtaking meadows,

which are blooming from May till September. Slovenia is

home of some three thousand plant species, and half of them

are unique to Slovenia.

The country is interwoven with many rivers which are

running out into three main rivers, Sava, Drava and Mura.

River sports are huge and practiced anywhere theres

running water, for example Soca is famed as one of the best

white-water rafting and kayaking rivers in Europe, and is

one of only a half-dozen rivers in the European Alps whose

upper waters are still unspoiled.

Slovenes are proud of their culture. Food, celeation

of an old usage and wearing a national dress are just a few

things that are rooted in Slovenes people souls.

Slovene food is heavily influenced by its neighbors

cuisines. From Austria one of the thing is strudel, potato

dumplings and risotto which obviously have Italian origins

and Hungary has contributed goulash. Most Slovenian meals

start with soup, and move on to a main course, which

usually is meat. One excellent prepared meat for instance

is prsut, which is air dried, thinly sliced ham that is

nothing like the slimy Italian prosciutto from which it takes name.

People celeate old usages in different regions

differently, one of the interesting thing for example is

carnival time in Ptuj. It is a rite of spring and fertility

that may date back to the time of the early Slavs.

During those celeation people usually wear national

dress, which reflect the life of people at certain times

and places. The style of dress portrays the particularities

of the region and represents a precious little stone in the

mosaic of cultural heritage.

Slovenia became an independent country on June 5th 11.Previously it had formed an integral part of Yugoslavia. After a few tough years following independence, Slovenia has emerged as one of the strongest economies of the former socialist countries of Easter and Central Europe. Slovenia has never been a poor country. Prior to independence it was by far the wealthiest republic of Yugoslavia. Since we have became independent there is a huge growth of small businesses, you can findands of clothes and other products from all over the world. One of the fastest-growing sectors in the Slovenian economy for example is tourism. The majority of visitors come from Italy, Germany and Austria.

Slovenia has it all. This small green country in Central Eastern part of Europe is a very safe and interesting place to visit. It is a small and young country with great outdoors, traditional living and fast grooving economy.

Please note that this sample paper on Slovenia is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Slovenia, we are here to assist you. Your cheap custom college paper on Slovenia will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!

Strategic Thinking

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on Strategic Thinking. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Strategic Thinking paper right on time. Out staff of freelance writers includes over 120 experts proficient in Strategic Thinking, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Strategic Thinking paper at affordable prices!

STRATEGIC THINKING

Thoughts and abstracts from various writers on Strategic Management

GroupNicola Barry

Donal Morgan

Jerry Devane

Iqtidar Syed

Philip Howlin

7th October

Introduction to Strategic Thinking

¡§Without achieving the kind of detailed understanding of strategic thinking that we have today of strategic planning, we risk introducing yet another appealing concept to the strategy lexicon that has little relevance to practicing managers¡¨. (Liedtka, 18)

There is a lack of clear understanding of what is meant by the term strategic thinking and this has led to a lot of confusion in the strategic management area. There exists a clear need to precisely define strategic thinking so that it can be emaced and appropriately situated within the strategic management context.

Ian Wilson (14) suggests that strategic thinking is merely thinking about strategy. According to him, ¡§ The need for strategic thinking has never been greater ¡K this means continuing improvement has profoundly changed the character of strategic planning so that it is now more appropriate to as strategic management or strategic thinking¡¨. Putting forward this idea it attempts to define strategic thinking as a new and improved version of strategic management.

Mintzberg on the other hand feels that strategic management is a particular way of thinking with specific and discernable characteristics. In explaining the difference between the two, he argues that strategic planning is the systematic programming of pre ¡V identified strategies from which an action plan is developed. Strategic thinking on the other hand is a synthesizing process utilizing intuition and creativity whose outcome is ¡§an integrated perspective of the enterprise¡¨. The problem is he sees it , is that traditional planning approaches tend to undermine, rather than integrate strategic thinking and this tends to against successful organizational adaptation.

In general it can be argued that strategic thinking involves thinking and acting within a certain set of assumptions and potential action alternatives as well as challenging existing assumptions and action alternatives, potentially leading to new and more appropriate ones.

Strategic Thinking - Background

¡P In 170 & 180 Gluck and Kaufman refered to the evolution of the strategy model observing the strategic planning phase & the strategic management phase.

¡P In 10s Stacey and Heracleous both note that there is a view in the literature that the model has now moved on to Strategic Thinking phase.

¡P The introduction of the term strategic thinking to the strategy literature created confusion & thus it opened a wide area for a strong debate of what actually constitute strategic thinking? Is it a science or an art? (i-e rational or creative).

Strategic Thinking/Management ¡V Some Basic Definitions

Strategy the formulation of basic organisational missions, purposes & objectives, policies and programme strategies to achieve them and the methods needed to assure that strategies are implemented to achieve organisational goals. (Schendel & Hatten 17)

Strategy is the creation of a unique & valuable position, involving a different set of activities. (Porter 185)

A planning process that stimulates enterpreneurial thinking. (Gluk Kaufmann)

There is a view in the field that strategic planning & strategic thinking are quite different modes of thought & that strategic thinking should precede strategic planning.l (Heracleous, 18)

Generally speaking we can define strategic thinking as The mode of thinking used by strategists when facing strategic problem.

There are two schools of thoughts

1. Rational Thinking (Using logical step-by-step approach through models)

. Generative Thinking (Based on traditional believes & creativity)

Strategy often involves comprehensive flow charts with many subparts (Appendix 1). Rather than explain these in detail let us first distil the process into four main areas of rational thinking

1. Strategic analysis.

. Strategic choice.

. Strategic implementation.

4. Strategic Controls & Review.

1. Strategic analysis

Essentially a business will address the following questions

¡P Where do we want to go?

¡P What constraints exist on our resources?

¡P What are the key threats from the external environment?

Where do we want to go?

The answer to this question is influenced by many factors. Key influencers are often the owners (e.g., shareholders) who may have a particular expectation for the organisation.

However, one also needs to take into account other stakeholder influences which could include the government, employees and the general underlying culture of the organisation. These views are very often consolidated into a corporate vision or mission statement.

What constraints exist on our resources? (Internal Analysis)

Resources needed would include finance, plant and machinery and human resources. However, to make it easy I would recommend that we think 6Ms. 6Ms can be summarsed as

¡P Money;

¡P Machinery;

¡P Manpower;

¡P Markets;

¡P Materials;

¡P Make-up.

Example(Internal Analysis) in late 180s TOYOTA in Japan introduced (Kanban System) JIT for the first time in practice. The same year in their quarterly internal management reporting they showed their PBT figure increased by almost 60% & surprised the other competitors.

What their strategy was is to cut down their internal cost (which they did by almost 5%) which would mean more cash & more profits for investment to enter into markets which they never explored before.

What are the key threats from the external environment? (External Analysis)

Once we have established constraints on our internal resources, the next factor is to look at is the external environment.

The two famous models that I will be using are

1. Porter¡¦s five forces;

. PEST analysis.

Porter¡¦s five forces

The American management writer Michael Porter describes the main external competitive threats to be summarised by his five forces model. Essentially this model determines the level of competition an organisation is facing by assessing the extent to which the five forces are relevant. The five forces are summarised as follows

1. The threat from new entrants.

. The bargaining power of buyers.

. The bargaining power of suppliers.

4. The threat from substitute products.

5. The extent of competitive rivalry.

1. The threat from new entrants

This is a problem because if competitors can easily enter your business sector they will be able to put a ceiling on your profits. Therefore the greater the threat from new entrants entering the sector the higher the levels of competition. The ease which new entrants can enter the business segment is largely determined by the extent of the barriers to entry.

The following summarises the main barriers to entry.

¡P Capital cost of entry.

¡P Economies of scale.

¡P Differentiation. ( e.g., Concorde)

¡P Switching costs. (For example, when the compact disc was invented consumers had to incur a cost of a CD player, as the new compact discs would not work on a conventional record player - PS the main reason of its huge success is not only as a game console but as a CD & DVD player as well with the option of being provided with a remote control.

¡P Expected retaliation.

¡P Legislation. e.g., Nuclear Power.

¡P Access to distribution channels.

PEST factors

The other framework, which should be applied when surveying the external environment, is PEST factors

„h Political;

„h Economic;

„h Social;

„h Technological.

. Strategic choice

Johnson and Scholeseak down the issue of strategic choice into three distinct subheadings which are

¡P On what basis do we decide to compete? (How to Compete)

¡P Which direction should we choose? (Direction of Growth)

¡P How are we going to achieve the chosen direction? (Method of Growth)

On what basis do we decide to compete?

A useful framework to use here is Porter¡¦s Generic Strategies. Michael Porter stated that a firm, which is wishing to obtain competitive advantage over its rivals, is faced with two choices

1. lower costs ¡V Cost Leadership

. differentiate itself - Differentiation

. specific niche ¡V Being Focused

1. Cost leadership

e.g Ryanair ¡V always believe in low cost (that¡¦s why post September 11, all the airline companies suffered loss except Ryanair)

. Differentiation (e.g Concord)

Ways of achieving differentiation

¡P Image differentiation. e.g., perfume ¡V colour, size, packaging. e.g Ferrari

¡P Support differentiation. This may have to do with selling, e.g.0% finance or 4 hour delivery.

¡P Quality differentiation. - greater initial reliability; long-term durability superior performance. (Dell)

Design differentiation. (e.g., Apple¡¦s iMac computer)

. Focus e.g BMW ¡V Being focused. Recently, BMW has gained control of luxury carmaker Rolls Royce and is revamping the Mini, a tiny city car it acquired with Rover and has kept. By 004, the company also has plans to add a new BMW model that will be smaller and less expensive than the Series, the current entry-level BMW. The companys strategy now is to stay focused on using theseands to build a full range of premium products. Despite the consolidation of the world auto industry into a few giant players, BMW execs are adamant that the company can remain independent and still thrive.

¡P Cost focus

¡P Differentiation focus

Alternative Strategies

1. Do nothing.

. Withdrawal.

. Market penetration.

4. Product development.

5. Market development.

6. Diversification.

¡P Do nothing Basically if an organisation is exposed to some form of competitive threat its short-term objective is to not react and hence get involved in what could be an expensive decision.

¡P Sell out/withdraw from the market (e.g., Richardanson¡¦s decision to sell his original business i-e Virgin Records, to concentrate on the airlines business)

¡P Market penetration (Champion Sports Shops ¡V opened shops in every shopping street of dublin)

¡P Product development (e.g., Mars ice cream)

¡P Market development (e.g., McDonald¡¦s and its geographic market development (they have introduced theirand on flights as well)

¡P Diversification (i.e Richardanson diversifying his business horizons into airline, music & transport sectors)

Ansoff represented the last four choices in his product/market matrix.

. How? (Method of Growth)

The final problem that must be overcome is to decide how the chosen strategic option should be undertaken.

The options available are

¡P internal development;

¡P external development/acquisition(HP &Compaq - Glanbia & Waterford Food)

To summarise then we can use the following diagram

Once all the alternative options have been generated we need to evaluate their appropriateness before making a choice. A useful framework to apply when considering the appropriateness of an option is

¡P Suitability.

¡P Feasibility.

¡P Acceptability.

. Strategic implementation

However as with strategic analysis and strategic choice it is possible to simplify the issues in to a number of key sub-headings

¡P Resource management.

¡P Organisational structure.

¡P Management of change.

A useful model of change to is Kurt Lewins three-step model, which involved

¡P Unfreeze.

¡P Change.

¡P Refreeze.

4. Strategic Control & Review

Controls & review is mainly carried out through the following

1. Gap Analysis

. Variance Analysis

Criticism of Rational Thinking/Model (Why Rational model is not used?)

w Mintzberg ¡V Its programmic nature is said to be at fault because of its focus on analysis/qualification leads to inflexibiulity & an inability to predict crucial market shifts or to encourage timely adaptation.

w Hamel & Prahlad ¡V its fails to take account of creative process & discoveries that generateeakthroughs.(It suppresses creativity & eliminates true vision & synthesis)

w Mostly rational analysis repeats the past or copies activities of others.

w Strategic formulation process is inappropriate to drill down into compartmentalized blocks. This argument is based on the role of flair & Inspiration in the creation of strategy. (Flair & inspiration being outside the formal strategic planning process & explains divergence from the formal plan).

w Strategic Planning department should not be separated from the implementation department, as it may include impractical elements facing operational management to improvise modification.

w Strategic formulation is a learning process in which strength & weaknesses are explored. Such an approach implies a less formal, more responsive approach to strategy (Mintzberg¡¦s idea of emergent strategy ¡V Honda 50cc motorcycles)

w The model assumes that the future can be forecast & controlled, which is clearly not the case.

w Various forecasting techniques may offer sensible suggestions but they cannot predict sudden, discontinuance developments. (Natural disasters, wars, & political uncertainty etc).

Generative Thinking

The generative thinking perspective is based on the assumption that strategic problems cannot be easily and objectively defined and that they are open to interpretation from a limitless number of approaches.

Generative thinkers believe that ¡§strategic problems are wicked(Rittel 17, Mason and Mitroff 181)

The belief is that strategic problems are multi dimensional and that there are multiple solutions for a strategist to choose from.

Generative thinking strategists agree that while logic i.e. the rational thinking perspective is important, logical reasoning can often suppress creativity and sometimes can be more of a hindrance than a help. They believe it entraps strategists and logical reasoning can sometimes be an ¡§intellectual straight jacket¡¨.

Advocates of Generative Thinking believe that the defining and solving strategic problems should be a creative activity.

Example of Creative Thinking and Problem Solving

In his book Richardanson tells the story of a Mike Oldfield concert that was to take place at Queen Elizabeth Hall. Oldfield had decided that he did not want to do it. This was a major promotional event designed toing visibility to Virgin Records inaugural shining star. Tickets had been sold and the concert was all set to go, however Oldfield was determined not to perform.

anson¡¦s creative problem solving saved the day. anson and Oldfield went for a drive that morning inanson¡¦s Bentley. After the driveanson asked Mike if he would like the car as a present. Mike said sure he would. anson said he would get out of the car there and then let Mike drive off. The car had been a present toanson for his wedding and Mike was reluctant to take it. anson agreed with Mike that all he would have to do is play in the concert tonight and it was his. Mike agreed and Tubular Bells eventually sold over 1 million copies and became one of the best selling albums ever released initain.

De Bono (170) refers to such generative and innovative thinking as ¡§lateral thinking¡¨.

Generative Thinking Methods

The following are an example of methods to use for creative thinking

ainstorming sessions, Experimentation, openness to intuition, use of metaphors, contradictions and paradoxes.

The Mind of a Strategist

- Kenichi Ohmae

The writer studied the art of Japanese Business and found that Japanese strategists often had not received formal business education or training but had an intuitive understanding of the elements of strategy.

Insight is the key to this Japanese success. The creative element to their strategies and the desire and will of the mind that conceived them is the secret to the success of their competitive strategies.

In strategic thinking the humanain must be used to it fullest possible potential as it is the ultimate thinking tool.

Ohmae believes that while the best possible solution to a strategic problem can only come from a combination of the rational and generative thinking perspectives and the use of humanainpower is the most effective approach to devising such strategies.

The Art of Strategic Thinking

As Thomas Edison said of his inventive genius it is ¡§One percent inspiration and percent perspiration¡¨.

This suggests that creativity is within everyone and just needs to be nurtured.

¡§Creativity cannot be taught but it can be learned¡¨

Ohmae suggests that there are major constraints to creative thinking ¡V also known as the R¡¦s they are

1. Reality ¡V Strategists need to be aware of the stakeholders in their business when devising strategies.

. Ripeness ¡V this refers to the timing of introducing a strategy. If this is not correct the strategy is sure to fail.

. Resources ¡V strategists need to be aware of the resources available to them and in particular the limitations of those resources.

Awareness of these three constraints is necessary for successful creative insight.

The writer believes that there are also three conditions that need to be nurtured for strategic success and they are

1. Initial Charge ¡V The vision and drive must be within the strategist for a creative insight into strategic options to ensue.

. Directional Antennae ¡V Directional Antennae and Creative Insight are essential in recognising opportunities that would not otherwise have been recognised.

. Capacity to tolerate Static ¡V Creative ideas can have a destructive effect as they can shatter any traditional beliefs and they can disrupt the status quo. Creative strategists often have to put up with criticism, hostility and ridicule and therefore while the capacity to tolerate static may not be a condition of creativity it is most certainly an important attribute of a successful strategist.

Example of a Creative Leader

Sam Walton opened his first Wal-Mart ¡§Discount Citystore in 16. Sam or Mr Sam as he became known by was an effective and visionary leader. His folksy manner and talent for motivating people combined with a very hands on management style (MBWA ¡V Management By Walking Around) produced a culture and a set of values and beliefs that kept Wal-Mart on a path of continuous innovation and rapid expansion.

The hallmarks of Wal-Mart¡¦s strategy were low prices, wide selection, low operation costs, customer friendly stores, innovative merchandising and customer satisfaction guarantees. Sam Walton ¡V the patriarch and spiritual leader of Wal-Mart had four key core values to achieve strategic success

1. Treat Employees are partners, sharing both the good and the bad with them so they will strive to excel and participate in the rewards. Sam referred to his employees as his associates.

. Build for the future rather than just immediate gains and always experiment with new ideas and be willing to change.

. Recognise that the road to success includes failing and use this failing as a learning process and not take it as a personal or corporate defect. Always challenge the obvious.

4. Involve associates at all levels in the total decision making process

One of Sam¡¦s ideas was to hold Friday Morning Store Meetings ¡V all ¡§associatesattended to ask questions and could expect to get straightforward answers from management. This was also a meeting to appreciate associates who have done well and this would often include a pat on the back from all other associates. It also included aainstorming session to explore new ways to improve the way they did business. Sam Walton always solicited ideas from his associates as they were the ones who worked on the front lines, the ones who actually spoke to the customer and knew what was going on.

It was about forcing responsibility down through the organisation so that good ideas could bubble up within it. An example of this is when one assistant store manager accidentally ordered four times as many Moon Pies for a promotion the store was running that week was challenged and told to come up with an idea to sell the extra inventory. The solution was to have a World Championship Moon Pie eating contest in the car park of the store. It attracted thousands of spectators and has since become an annual event at this store.

Another example of Sam¡¦s unique approach to business is when he visited his stores, he asked the associates to make a pledge I want you to promise that whenever you come within 10 feet of a customer, you will look him in the eye, greet him and ask if you can help him.

This pledge is now called the 10-foot attitude. Sam learned the power of this attitude in college while campaigning for class president. I learned that one of the secrets to leadership was the simplest thing of all Speak to people coming down the sidewalk before they speak to you.... I would always look ahead and speak to the person coming toward me. Sam not only won that election, but he also became a leader in other campus organizations and carried his leadership and friendly smile wherever he went.

Sam Walton changed the landscape of American retailing. How did he do it? By building a culture based on one simple principle making the customer No. 1 through innovation and creative thinking.

Sams establishment of the Walton culture throughout the company was the key to the whole thing. Its just incomparable. He is the greatest businessman of this century.

- Harry Cunningham, founder of Kmart Stores

Although Sam died in 1, his innovative dream for this company has lived on and Today, Wal-Mart Stores, Inc. employs more than 1. million associates worldwide. The company has more than ,000 stores and offices across the United States and more than 1,000 stores internationally. It has also expanded online with Walmart.com, which is dedicated toinging Sam Waltons dream to the Internet.

In conclusion, we can see that generative or creative thinking is important in devising strategies in order to compete in a rapidly changing and fiercely competitive environment.

Cognition and Reasoning

Much of the debate on the Rational and Generative streams of thought centres on aspects of Cognition and Reasoning.

Cognition is the human ability to know. The knowledge we store in our minds is in the form of cognitive maps or schemata. This is our view of the world and the relationships that exist within it. These maps are formed over time and may be subjective to begin with and become more objective as they are transmitted to and received by others.

The cognitive abilities of humans are limited in a number of ways, most noticeably by limited information processing and storage capacity and by limited information sensing ability. To offset our limited information processing abilities, we develop mental short cuts (rules of thumb), otherwise known as cognitive heuristics (Janis 18). In this scenario focus is given to key variables. These rules of thumb are also at play to counter poor memory. Information is stored selectively and retrieved with greater ease. Much of reality is unobservable to humans despite our senses - we can¡¦t be everywhere at once. A map can be seen as an ¡¥interpretive filter¡¦ to aid the senses.

Cognitive heuristics are useful given the shortcomings of the human mind. However they are imprecise, often forcing people to jump to conclusions. They are at odds with logical rational analysis and are inherently biased. While these cognitive biases may help speed up decision making and avoid paralysis by analysis, the quest for managerial strategists must be to balance rational analysis and intuitive judgement.

Cognitive rigidities refer to people¡¦s unwillingness to change their minds. Once a person¡¦s map is formed, ambiguity presented by contradicting data is unwelcome. People often overestimate the content of their own map ¡V this can be detrimental in the world of business.

A map that is a faithful representation of reality and not overly rigid is said to have ¡¥objective knowledge¡¦ of reality. This can then be used as a start point on which to build logical rational analysis. Maps that are highly coloured representations of reality and overly rigid are deemed to have a ¡¥subjective knowledge¡¦ of the world. As people develop their maps by interacting with others this view is then shared by a social group. The shared assumptions of reality by this group leads to a paradigm, where everything within is logical. Contradicting a paradigm is viewed as illogical from those within. Therefore to change this subjective map would necessitate a leap of faith. Strategists choosing to remain rational would become prisoners of their own maps.

Mapping and remapping is a fundamental process for a manager facing ambiguity and change. All maps differ in degree of clarity and reliability ¡V not to mention completeness. Too many divergent maps in a group can lead to problems ¡V communication and coordination become complicated. As we are impatient with suspense and have a lust for immediate action, we often settle for something second best. Satisfice as opposed to optimise. The term ¡¥little-dying¡¦ has been coined for the process of relinquishing part of or all of a map. The process can be seen as initial shock, then retreat, then acknowledgement and finally adaptation and change. We are all guilty of hanging on to something ¡¥familiar¡¦ and ¡¥known¡¦.

If maps are weak, numerous solutions abound. From moving in small uncoordinated steps to, act first think later. Others include ¡¥negative thinking¡¦ ¡V refute errors rather than conclusively prove something. Alternatively, one could use groups to analyse a problem using opposite assumptions. The groups then meet and argue their position to prevent ¡¥premature compromise¡¦.

Reasoning is the thought process leading to knowing. Where strategy is concerned, reasoning is the process of defining and solving strategic problems. Proponents of both Generative and Rational streams of thought are in agreement as to 4oad categories of mental activity. These are identifying, diagnosing, conceiving and realising. What strategists do not agree on however is, the order and the form that these activities take.

As rational strategists are logical by nature, they see this process as a linear, phase by phase approach. Problems are identified by performing a SWOT analysis, before the next phase of diagnosing the actual problem, after detailed analysis and refining of data. By evaluating all available options, the optimal strategy is formulated. Finally the proposed solution is executed by planning and controlling its implementation. The rational thinking strategist is therefore recognising, analysing, formulating and implementing in that order.

Those proponents of the generative thinking perspective, creative and innovative by nature, disagree with the idea of a phased approach. To them reasoning is a series of complex interactions taking place simultaneously. The approach is non-linear and far less mechanical than the process undertaken by the rational thinking strategist. Where the rational thinkers recognise, the generative thinking strategist interprets. Therefore no all strengths, weaknesses, opportunities and threats make the strategic agenda. When reflecting on problems, a great deal of intuition is applied ¡V an attempt to understand problems through unconscious and synthetic reasoning. Conceiving strategic solutions may involveainstorming and fantasising ¡V with judgement and not calculation determining the optimal solution. To test the solution assumptions are made and experiments are undertaken. This generative thinkers reasoning involves the intermingling of sense-making, reflecting, envisioning and acting.

The whole area of human cognition and reasoning, and aspects of judgemental heuristics and biases, plays a key role in strategic decision making. Choice behaviour is crucially affected by the form in which decision alternatives are presented, rather than being the product of a systematic analysis of alternatives. There is a growing body of psychological research concerned with the nature and impact of cognition and emotion in strategic management. This research points to potential sources of error and bias that can lead to catastrophic outcomes.

As strategic thinking is hypothesis driven, it circumvents the analytical-intuitive dichotomy dominant in strategic planning. Strategic thinking is both creative and critical, although accomplishing both types of thinking simultaneously is difficult, because of the requirement to suspend critical judgement in order to think more creatively.

As was stated at the outset, aspects of cognition and reasoning are at the crux of the Rational V Generative debate. McCaskey asks the question ¡¥Is altering ones worldview a logical or a creative process?¡¦ Trying to find the right balance is the overriding issue.

Review of Rational Versus Generative Strategic Thinking

The paradoxical issue of Rational versus Generative Thinking continues to be a debate amongst contemporary Strategists and Theorists. These perspectives are referred to by de Wit & Meyer et al as partially contradictory and they summarise the elements of these extremes on the below outlined table.

In order to understand differing views the approaches of rational and generative will be further reviewed and presented on using different perspectives from the outlined table along with some

of the contrasting literature of strategists and theorists in the field of strategic management.

Rational Thinking Perspective Generative Thinking Perspective

Emphasis on Logic over creativity Creativity over logic

Cognitive Style Analytical Intuitive

Reasoning follows Formal, fixed rules Informal, variable rules

Nature of reasoning Computational Imaginative

Direction of reasoning Vertical Lateral

Value placed on Consistency and rigor Unorthodoxy and vision

Reasoning hindered by Incomplete information Adherence to current ideas

Assumption about reality Objective, (partially) knowable Subjective, (partially) creatable

Decisions based on Calculation Judgement

Methaphor Strategy as science Strategy as art

Table .1, Pg 75, de Wit B. & Meyer R.. et al

Rational Thinking Perspective Generative Thinking Perspective

Emphasis on Logic over creativity Creativity over logic

Cognitive style Analytical Intuitive

The above table highlights the contradictions present, but to what degree do they coincide. Mintzberg¡¦s argument is as follows strategic planning is about analysis (i.e.,eaking down a goal into steps, designing how the steps may be implemented, and estimating the anticipated consequences of each step). Strategic thinking is about synthesis, about using intuition and creativity to formulate an integrated perspective, a vision of where the organisation should be heading. The problem is that strategic planning proponents believe that analysis encompasses synthesis; that in the best practice, strategic planning, strategic thinking, and strategic making are synonymous. The belief, in turn, rests on the assumptions that prediction is possible and that the strategy-making process can be formalised.

The above view outlines that both logic and creativity may be used together along with analysis and intuition. Mintzberg also refers to the essence of strategy making as a process of learning as we act, whereby he says that formal systems can never internalise, comprehend, or synthesise hard information. Thus planning cannot ¡§learn¡¨. Mintzberg says, Strategies can develop inadvertently, without the conscious intention of senior management, often through a process of learning¡K.Learning inevitably plays a, if not the, crucial role in the development of novel strategies (Mintzberg, H., Harvard Business Review, 14).

On the other hand, the rational model focuses on thoroughness of analysis (Chaffee, 185; Nonaka, 188) and evaluation of all possible courses of action (Mintzberg, 187).

Criticism of strategic planning is widespread. Its essentially ¡¥programmic¡¦ nature is said to be at fault (Mintzberg) ¡V because its focus on analysis / quantification leads to inflexibility and an inability to predict crucial market shifts or to encourage timely adaptation. Hamel and Prahlad point out that strategic planning fails to take account of creative processes and discoveries that generateeakthroughs. It is said to stifle creativity and eliminate true vision and synthesis. Rational analysis either repeats the past, or copies activities of others (Wall et al, 15).

Rational Thinking Perspective Generative Thinking Perspective

Reasoning follows Formal, fixed rules Informal, variable rules

Nature of reasoning Computational Imaginative

Schwartz et al 10 refers to traditional strategic planners as those who analyse sound historical data to make projections on whether or not current trends are likely to continue. This is inadequate in a world of rapid change. Scenarios are a way to deal with this. This technique was used by Shell to anticipate the effect of the energy crises in the 170s, and position it to become a major company.

The notion of bottom up planning is cited by Wall et al as the norm in the 10s. Advantages of evolutionary approaches to strategy making are customer focus, flexibility and responsiveness. Low level tactics become key ingredients of strategy (e.g. pursuing options which lacked top level support, creates key strategic opportunities when the situation changes).

Rational Thinking Perspective Generative Thinking Perspective

Direction of reasoning Vertical Lateral

Value Placed on Consistency and rigor Unorthodoxy and vision

Bourgeois &odwin et al, 184 refer to this vertical structure in organisations where the top manager is the dictator of organisational direction, and the workers in the organisation are responsible for carrying out the functional strategies as prepared by top management.

Drucker et al gives examples of leaders who have used an autocratic approach in designing strategy. These include Henry Ford (Ford Motor Company), Tom Watson (IBM), Steven Jobs (Apple). In each case a strong leader successfully imposed a comprehensive business strategy throughout an organisation. Employees acted as executors of strategy, carrying out orders as requested (Drucker, 174; Nutt, 184).

However, Bourgeois et al also points out that employees in a transformational strategy-making approach play the role of team players, exerting effort to do their part in attaining the articulated vision. Although employees do not take a large part in the forming of goals or organisational mission, they may play an active role in developing creative processes for attaining these ends (Bourgeois &odwin; Mintzberg & Waters, 185; Bass 10).

Mintzberg et al refers to the notion of a learning approach to strategy making, continual learning and interaction (Fiol & Lyles, 185), with heavy reliance on flexibility (Mintzberg, 178; Ansoff, 187) and adaptation (Chaff, 185; Mintzberg, 17), rather than pre-determined and specifically

outlined plan of action. Synergising the strategy-making and strategy implementation process

takes place due to bounded rationality (March & Simon, 158) and environmental uncertainty (Lyles & Mitroff, 180; Deming, 186). Strategy formulation and implementation require on-going dialogue (Shrivastava & Grant, 185) between organisation and its key stakeholders - customers, employees, stockholders, suppliers, and regulators ¡V consistent with a TQM framework (Deming, 186). In this case top managers are concerned with ongoing communication; they continually seek to understand and better meet the needs of key stakeholders (Grandori, 184). This learning approach to strategy making is evident in m,any companies to foster employee involvement, customer focus, organisational learning (Fiol & Lyles, 185) and continuous improvement (TQM) (Deming, 186; Lawler, 186).

The traditional planning approach is tackled by Wall et al where he describes it as involving hierarchical values, linear systems, elite planning function, vertical time bound processes producing formal document. Implementation was considered separate. Planning (by the CEO) was separate from doing. Things were always on hold waiting for the strategy to be announced. There was a clear distinction between strategy and tactics; and between strategic and operational plans. Operational plans were supposed to be based on strategic plans but only did so nominally.

Rational Thinking Perspective Generative Thinking Perspective

Reasoning hindered by Incomplete Information Adherence to current ideas

Assumption about reality Objective, (partially) knowable Subjective, (partially) createable

Hart et al views thoroughness and comprehensiveness of analysis as being the fundamental characteristic of the rational strategy making approach, and research has shown that this is best suited to a predictable and stable environment (Fredrickson, 18; 186). It has been argued that the enormous inputs of information in this rational approach cause managers to become overwhelmed, and therefore this approach would be even more demanding and difficult to operate in dynamic or rapidly changing environments (Hart, 1).

Foresight is inevitably coloured by what we want the future to be. Future is never what we want it to be. Foresight assumes that we can produce desired outcomes ¡V untestable theory (MsDermott, 16 et al).

Rational Thinking Perspective Generative Thinking Perspective

Decisions based on Calculation Judgement

Metaphor Strategy as science Strategy as art

The metaphor of information processor is used by Hart et al as a way of describing those who employ a rigid strategy making process. Formal structured analyses (Shrivastava & Grant, 185; Ansoff, 187), such as environmental scanning, portfolio analysis, and industry analysis (Porter 10), are used in this rational strategy formulation process to define opportunities and threats (Steiner, 17; Grandori, 184). The result of this process is a highly detailed plan of action with alternative courses of action, detailed with financial and resource related information (Chaffee, 185).

Other theorists say that the role of management in the transformational process is to motivate and inspire organisational members (Nonaka, 188) toward organisational goal attainment. The focus is oninging workers together for the common purposes at hand (Grandori; 184; Mintzberg, 187) and developing and maintaining continued efforts toward the shared values (Bourgeois &odwin, 184) and emotionally appealing corporate vision.

Foresight needs to be both predictive and creative. Strategic management requires both commitment and creativity, and analysis and quantification (Raimond et al, 16).

Strategic Thinking in International Perspective

The explicit question that must be added to the debate in the mind of the strategist according to de Wit et al is whether there are discernable national differences in approaches to strategic thinking. The paradox of rational and generative is examined under a number of factors outlined as follows.

Position of Science

Science does not play as big a role in some countries than others. In the countries which science plays a more prominent role and it is thought that education in such nations promotes more formal, explicit, analytical thinking and doesn¡¦t place as much importance on creativity, imagination and intuition. Thus a rational thinking approach would be more pronounced in such nations.

Level of Uncertainty Avoidance

National cultures differ in their tolerance for ambiguity. In such instances they have little room for creative ideas and instead rely on absolute truths, experts and ¡¥black and white¡¦ analysis. These are of the rational school of thinking in contrast to the generative thinking nations who may show a low score in Hofstede¡¦s uncertainty avoidance dimension.

Level of Individualism

It is thought that in more individualistic nations that people find it easier to express their own ideas, independent of their group, organisation or community. Whereas, it may be to the contrary in collectivist culture where strategists wish to be accepted within their group, organisation and community.

Position of Strategists

Countries differ sharply in relation to the hierarchical positions of managers engaged in strategy. In many countries senior management who have worked many years to reach these positions solves strategic problems. However, at such a stage the problem is that they may be set in their ways. The problem is that competent and conformist managers are promoted to strategy positions, while innovative dissidents are selected out along the way. Therefore, in countries where there are less hierarchical organisational structures and relations there will be more generative strategic thinking and vice versa.

Rationale and Generative Thinking Combined

As we all know, no one strategy fits all. In a lot of the cases it is more a combination of both strategies and of them working hand in hand in order to develop the right strategy.

Mercedes-Benz and Swatch teamed up to development a new micro compact car called the smart car. This was a very unlikely strategic alliance but wasought about by the two different forms of strategic thinking.

Nicolas Hayek was the Generative thinker of Swatch. He wished to diversify from the watch industry into the automobile industry. He had a desire to make driving fashionable, in line with environmental constraints and more fun. He was propelled by this vision to development this eco friendly car.

On the other hand Mercedes- Benz was more the rationale thinker. It was a highly rational thinker and a conservative company. It had a narrow product range, limited target audience and few opportunities for growth.

There was a large cultural gap between the rationally inclined managers of Mercedes and the creatively inclined people of swatch. The significant critical capabilities Swatchought to the alliance was in the area of design, miniaturization, sensing the wishes of young people and marketing. Mercedes on the other had their core strengths in car development and production.

Many analysts wondered whether the companies differences would be complementary or contradictory but it seems to be success for a combination of both schools of thinking.

Please note that this sample paper on Strategic Thinking is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Strategic Thinking, we are here to assist you. Your cheap custom college paper on Strategic Thinking will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!