A Study on Attrition Level

CHAPTER – 1 INTRODUCTION Attrition our asset walk out of the door each evening, we have to make sure that they come back the next morning, says Narayana Murthy chief mentor of Infosys. Attrition meaning: â€Å"A reduction in the number of employees through retirement, resignation or death† The upshot, from an organization’s perspective, is greater staff turnover or, in some cases, the development of an ‘employee- retention problem’. It is increasingly hard and more expensive to find suitable replacements quickly when people leave, leading to inefficiencies and lost business opportunities.Moreover, because people are occupying more highly skilled jobs, greater potential damage is done to organizations when people leave. Precious accumulated knowledge and experience leaves through the front door with them when they go. Despite these truths about our contemporary business environment, many managers seem to find it hard to adjust. There remains a tendenc y to run organizations in quite an autocratic, inflexible, controlling kind of way.Unwanted staff turnover results because attractive, alternative job opportunities are more readily available, yet this rarely seems to lead to any kind of critical self-appraisal of the way we manage our people. The truth is that most times when there is an unwanted resignation it should be seen as an organizational failure. A valued asset in which the organization has invested time and resources has been lost. This should lead us to reflect on the causes, to think about how things could have been made to turn out differently, and to adjust our practices so that the chances of its happening again are reduced.However, such a response is rare. Instead, we brush aside the departure, blame everything and everyone but ourselves, and cheerfully resist the need to change the way we operate. In tight labour markets this just results in higher levels of unwanted staff turnover. Self-evidently, it is necessary to find out why people are leaving our organization before we can put in place measures to improve the employee-retention record. Individuals may choose to resign their jobs for many different reasons, but there is a tendency for some to be more significant than others among specific groups of employees or in certain organizations.Particular professions have evolved their own labour market dynamics, with the result that the leaving behavior displayed by some occupational species differs from that of others. Moreover, departures take different forms and occur in different patterns according to prevailing organizational circumstances, much depending on culture, management orientation and competitive position. With more and more stores opening each year and trading hours continually expanding, employees with the right skills and experience have little difficulty to find new employment.If people become unhappy in their jobs, they do not need to stay around trying to sort problems out. I nstead they go and work elsewhere. Aside from its relative fluidity, the retail labour markets have other characteristics that make it rather different from others. Many are attracted to the industry by the hours of work and want hours that allow them to work around those of their partners. Why do employees leave the organization? There are a number of reasons for employees leaving the organization. Well, the most obvious reason for employees leaving any organization is higher pay.The main problem here is that employees are moved from one location to another location along with their family. But this problem is taken care of by a salary hike which may be around 20%-35% per annum. Another factor is work timings. In some organizations, work timings are such that they are making employees leave the organization. Another factor is career growth. In many organizations, only 20% of employees are able to go to senior levels. This means that the remaining 80% of employees look for other org anization where they can get opportunities for growth.One more reason for leaving the organization is higher education. These days, in many organizations, employees are joining at very young age because of lucrative salaries being offered. But with time, they apply for higher education and try to move on to other organizations or sectors to occupy top management positions. The percentage of women workers is also responsible for higher attrition rate. These days, the percentage of women workers is around 30%. Generally, women workers leave the organization after marriage to take up their house-hold duties, irregular work hours. 80% of employee urnover can also be attributed to the mistakes during hiring process. Other factors include accident making the worker permanently incapable of doing work, dislike for the job or place, unsatisfactory work conditions leading to strained work relationships with the employer; lack of security of employment et al also contribute for higher attriti on rate. Cost of attrition There are a number of costs which are incurred by a BPO when they hire any new employee these costs can be in terms of monetary or can be in terms of monetary or can be in terms of time wasted or any other intangible things.Some of these costs can be as stated below:- 1. Hiring or Recruitment Costs: Costs of advertisement, agency costs, employee referral costs, internet posting costs, etc 2. Training Costs: Induction program costs, lodging costs during that period, orientation material costs and cost of person who conducts orientation 3. Low Productivity Costs: As new employee is learning new job, company policies, etc. , they are not fully productive. 4. New Hiring Costs: Cost of bringing new person aboard, time taken in understanding the job of the employee who left and other perks given. 5.Low Sales Cost: Experience and the contacts that were lost, time for which the position was vacant and other such things which result in either loss of customers or l ower sales. Role of HR Department: Attrition Rate is good for the organization as long as the rate is at normal level. This will help the organization to get new blood into the organization and for the organization to develop. But it becomes a problem when the attrition rate is abnormal. Therefore, HR Department has the most crucial role to play in any organization. At the time of conducting interviews, the HR personnel try to bring right candidate to the right job.Similar is true even when the attrition rate is abnormal, so they have a very crucial role to play. Following are some of the tips to reduce attrition rate: – Hiring individuals who are truly fit to succeed in the position for hire will dramatically increase the chances of that employee being satisfied with his or her work, and remaining with the company for an extended period of time. Employees should not only be selected on the basis of communication skills and educational qualifications. Communication of employe e's roles, job description and the responsibilities within the organization, new policies will help to retain employees.Participative Decision Making – It is incredibly important to include employees in the decision making process, especially when decisions are related to employees. This can help to generate new ideas and perspectives that top management might never have thought of. Sharing of Knowledge with Others – Allow the members to share their knowledge with others. This helps in retention of information. This also lets a team member know that he is a valuable member of the organization. Similarly, facilitating knowledge sharing through an employee mentoring program can be equally beneficial.Shorten the Feedback Loop – This helps the employees to know the feedback to their work within a short period. This also helps to keep performance levels high and reinforce positive behavior among employees. Pay Package – Any employee wants to be appropriately p aid and fairly for the work he or she does. For this, conduct a research to find out the pay package in other similar type of organizations at regional as well as at national levels. Balance Work ; Personal Life – No doubt family is exceptionally important to employees. When work begins to put pressure on one family, no pay package will keep an employee in the organization.Therefore, there should be a balance between work and personal life. Small gestures like allowing an employee to take an extended lunch once a week to watch his son's cricket game will result in loyalty and helps to retain the employee. Organizational Culture – Try to select the candidates who believe in the organization culture and adopt with ease to organization culture. Exit Interview with the employees who are leaving the organization will help the organization to find out the reasons why the employees are leaving the organization.This will also help to find out any drawbacks in the organization. Another method to reduce attrition rate is that they should find out why employees are leaving the organization from the employees who are working for the past so many years. Motivational Training – It is sure that motivational training helps to retain the employees. One of the crucial aspects to motivate employees is to ensure that they have ample growth opportunities which can be provided through training. Multi-Tasking – One of the ways to retain the employees in the organization is try to get people with different qualities ike smart, adaptable, and capable of multi-tasking. Referrals – Another technique is to try to get the employees hired through referrals. This makes them stick with the organization. No Favoritism – One of the surest ways to create animosity and resentment in an organization is to allow favoritism and preferential treatment towards an employee. Be sure to treat all employees equally and avoid favoritism at all costs. ATTRITION RAT E: There are a number of reasons for employees leaving the organization. Well, the most obvious reason for employees leaving any organization is higher pay.The main problem here is that employees are moved from one location to another location along with their family. But this problem is taken care of by a salary hike which may be around 20%-35% per annum. Attrition Rates in Different Sectors in India During 2007: The attrition rates in different sectors for the year ended 2007 are shown in the following table: – Sector | Attrition Rate| FMCG| 17  Ã‚  | Manufacturing| 20  Ã‚  | Capital Goods| 23  Ã‚  | Construction| 25  Ã‚  | Non Voice BPO| 25  Ã‚  | IT – ITES| 27  Ã‚  | Telecom| 30  Ã‚  | Pharmaceuticals| 32  Ã‚  | Bio Technology| 35  Ã‚  | Services| 40  Ã‚  | Financial| 44  Ã‚  | Aviation| 46  Ã‚  | Retail| 50  Ã‚  |Voice – Based BPO| 50  Ã‚  | Source: Times of New York | | Benefits of Attrition: Good attrition minimizes the adverse impact on business. Desirable attrition includes termination of employees with whom the organization does not want to continue a relationship. It can be through resignation or by the employer. The benefits are: – * Removes bottle-neck in the progress of the company. * Creates space for the entry of new talents, external as well as internal. * Helps planting â€Å"ambassadors† in the eco-system who can have a positive impact on the growth of the organization. * Assists in evolving high performance teams. Infuses new blood into the organization. * Enhances ability for execution. * New thoughts, ideas, and hence, more innovation and creativity at work. * Knowledge of best practices from across the industry is brought in. * It is also an opportunity to induct employees at a lower cost with fresh skills and competencies aligned to the current need of business. Worst effects of attrition: * Loss of knowledge capital. * Delay in execution of projects / assignments. * Loss of production. * Increasing cost of recruitment. * Impact on employer brand. * Burden and burn-out on existing employees. Internal information and knowledge is being shared outside. * Existing team also gets de-focused / de-motivated for sometime. Reasons for leaving Pull factors The major causes of employee turnover fall into four categories: ‘pull-type’ causes, ‘push-type’ causes, unavoidable causes, and situations in which the departure is initiated by the organization rather than by the employee. Each is fundamentally different from the other and demands a different type of organizational response when it is identified as the major explanation for turnover among members of particular occupational groups.Pull-type resignations occur when the major cause is the positive attraction of alternative employment. The employee concerned may be wholly satisfied with his or her existing organization and happy in the job, but nonetheless decides to move on in search of something even better. It may be a higher rate of pay, a more valued benefits package, more job security, better long-term career opportunities, and a less pressured existence, the opportunity to work overseas, a shorter journey to commute or more convenient hours of work.Push factors By contrast, in the case of push factors the major underlying cause of resignations is the perception that something is wrong with the existing employer. The person concerned may move in order to secure a ‘better job’, but he or she is as likely to join another organization without knowing a great deal about it just because he or she no longer enjoys the current one. In doing so the hope is that working life will improve, but there is no guarantee that it will.A range of different push factors can be identified, ranging from a dislike of the prevailing organizational culture to disapproval of changed structures and straightforward personality clashes with colleagues. Perceptions of unfa irness often underlie these types of departure, but they can also occur simply because the employee is bored or generally fed up with the day-to-day work. He or she thus starts looking for something (or anything) different, and leaves on finding a suitable alternative. In the more extreme cases of dissatisfaction people leave before securing another position.Unavoidable attrition This category comprises reasons for leaving which are wholly or mainly outside the control of the organization. The resignation does not occur because of dissatisfaction with the job, or the perceived opportunities provided elsewhere, but for reasons that are unconnected to work in any direct sense. The most common is retirement, which affects almost everyone at some stage, but there are many others too. Illness is often a cause, because it incapacitates either the employee or a relative for whom he or she has caring responsibilities.Maternity is another reason woman often preferring not to return to the sa me job after their leave, either to take a break from work altogether or in order to secure a job that makes it easier for them to combine work with childcare arrangements. Involuntary attrition Final major category includes departures which are involuntary and initiated by the organization. The employee would have remained employed had he or she not been asked or required to leave. Redundancies clearly fall into this category, along with short-term layoffs, the ending of fixed-term contracts and other dismissals of one kind or another.Many resignations are also in fact largely involuntary because people often prefer to ‘jump before they are pushed’. Someone who knows she is to he made redundant in a few months therefore seeks alternative employment ahead of time, while a colleague who believes his employment will soon be terminated on grounds of poor performance secures another job before being formally dismissed. Although such turnover can sometimes be characterized a s ‘functional’ rather than ‘dysfunctional’, it still carries a cost and is thus best avoided where possible. Table 1. 1. Attrition rates in the world Country| Percentage|US| 42| Australia | 29| Europe| 24| India| 18| Global Average| 24| * Source-Times News, New York 1. 3 OBJECTIVES OF THE STUDY Primary objective: 1. Find out the attrition level in XXX retail limited. Secondary objectives: 1. To study causes for attrition. 2. To find out the retention strategies adopted. 3. To study the satisfactory level of employees. 4. To analyze the effect of attrition. 5. To offer suggestions to reduce attrition. 1. 4 Need for the study 1. More time is spent recruitment and selection. 2. The trained employees must be retained. 3. Study concentrates the reasons for attrition. 4.The various dimensions analyzed and solutions offered for attrition 1. 5 Scope of the study The purpose of the research is to identify and prioritize work place related factors that trigger  "job switch or attrition among XXX Fresh Limited employees†. Employee retention is therefore important in a business’s ability to keep the most talented people in the organization and avoid unwanted turnover. So that the respondents could stay in the same Organization, and attrition rate could also be reduced. 1. 6 Limitation of the study 1. Opinion and perception of the employees changes over a period of time. 2.The respondents are not cooperative to answer the question. 3. Some of the respondent may not agree with the statement 4. Since the respondents are very busy, they are hurry and unable to spare much time with the researcher. CHAPTER 2 Review of literature 1. Title: Studied on Attrition at the presidency kid leather shoe Division Author- Balakrishnan Date- October 1994 ABSTRACT: Studied on Attrition at the presidency kid leather shoe Division. The sample size is 40 and used simple random sampling technique. He found that the manufacturing unit is not satisfied w ith basic needs like nature of the work, income level etc.He also insisted that proper performance appraisal system does not exist in that Organization. The researcher suggested for policy development, good performance management system, need analysis, career planning, counseling, etc. 2. Title: Studied on employee Attrition at Satyam Computers Author- Bharathan Prahalad Date- November 2000 ABSTRACT: Bharathan Prahalad(2000) studied on employee Attrition at Satyam Computers. The sample size is 30 and he used questionnaire method. The result of the study shows that the need for promotions, need for consumer loans, need for salary revision.The researcher suggested for training sessions, overseas opportunity for the employees, Employee stock option, good work environment, flexi timings, recreation etc. Attrition rate, attrition causes. 3 . Title: Study on influence of HR practice on Retention of Talent at Cyber Korp India Author- Mohamed Habeeb Date- March 2005 ABSTRACT: Mohamed Habeeb (2005) made an attempt to study on influence of HR practice on Retention of Talent at Cyber Korp India. The scope of the study was restricted to the employees of Cyber Korp India. The scope of the study was restricted to the employees of Cyber Korp.The objective is to identify the various causes for attrition in the Company and the influence of HR practices on retention of talents. The researcher used descriptive method on the primary data collected from the study unit. The researcher, using interview schedule collected the data on retention. The sample size is 50 selected at random. The result of the study shows that the female employees have high mentor relationship than male employees in that Organization. Male employees show high interest in team work than female. Experienced employees have less mentorship.Researcher suggested that compensation is the key area of retention, and also suggested for restructuring of the salary levels. To adopt for best HR practices such as Trainin g, mentoring, Career mapping, Performance appraisal and feedback system. 4 . Book: Love Employees or Lose Employees: Getting Good People to Stay Author- Beverly Kaye, Sharon Jordan-Evans Publisher – Berrett-koehler Publishers Date- January, 2008 They underlined that employee retention is a process in which the employees are encouraged to remain with organization for the maximum period of time or until the completion of the project.Employee retention is beneficial for the organization as well as the employee. Employees today are different. They are not the ones who don’t have good opportunities in hand. As soon as they feel dissatisfied with the current employer or the job, they switch over to the next job. It is the responsibility of the employer to retain their best employees. If they don’t, they would be left with no good employees. A good employer should know how to attract and retain its employees. Retention involves five major things such as Compensation, G ood environment, Growth, Relationship and Support.Book: 5 . Article: Keeping Good People Author- Roger Herman Publisher – Academy of Management Review Date- January, 2008 ABSTRACT: In his review the author says that â€Å"Employee retention involves being sensitive to people’s needs†. Employee attrition is running wild in today’s tight labor market; however, the companies that keep their employees have found that what matters most is not the pay, benefits, or perks, but the quality of the relationship between employees and their direct supervisors. The bottom line is that people leave managers, not companies. . Article: Intra organizational and inter organizational job change Publisher – Journal of business and psychology Date- December, 1996 ABSTRACT: Quality of employment survey panel data to compare the determinants of intra organizational and inter organizational job change. To discriminant function were significant, the first distinguishing be tween intra organizational changers and stayers and the second between inter organizational changers and stayers. 7 . Article: Employee attrition and retention strategiesPublisher – INDIAN EXPRESS NEWSPAPER Date- September 16, 2006 ABSTRACT: The HR managers have been facing a tough time finding a suitable replacement with required experience and ability, to fill up the vacancies created on account of exit of key employees. The reasons can be varied like shortage of skilled manpower, growth in opportunities as a result of economic reforms and liberalized policies pursued by successive governments. 8 . Title: Employee retention needs a proper strategy Author- DR,Saurabh Guptha Date- October 2003 Abstract :The study revealed that the employee retention involves being sensitive to peoples needs and demonstrating the various strategies in the five families detailed in Roger Herman’s Classic book on employee retention, keeping good people. Employee attrition is running wild in today’s tight labor market. However, the companies that keep the employees have found that what matters most is not the pay, benefits or perks, but the quality of relationship between and the direct supervisors. The bottom line is that people leave managers not companies.Control and ownership an approach of being an advisor is necessary to maintain effective and satisfactory control over employees. The value of recognition successful organization realizes employee retention and talent management are integral to sustaining their leader ship and their growth in the market place. Becoming an employee of their choice by retaining the high caliber employees in today’s labor market should be the highest priority CHAPTER 3 RESEARCH METHODOLOGY Methodology is defined as the specification of methods and procedures for acquiring the information needed. It is a plan or frame work for doing the tudy and collecting the data. Research Methodology minimizes the degree of uncertain ty involved in management describes research is characterized by systematic, objective, reproducible, relevant and control. This project is a study marked by promulgation of research questions. The investigator already knows the substantial amount the research problems before the project is initiated. 3. 1. 1Research Design The researcher followed analytical research design. 3. 1. 2Sampling As it was not possible to collect the information from the whole population so sampling method is adopted. Stratified random sampling method is used.Totally 120 questionnaires were prepared for employee survey. 3. 1. 2. 1 Sample Area The sample area means that place where the survey has been conducted. The sample area was XXX Retail limited, Chennai. 3. 1. 3Sampling Procedure The sampling procedure is used of the study is questionnaire method. The type of question is close ended as well as open ended question. Used by the researcher. 3. 1. 4Sample size Population of this study consist of the empl oyee of XXX Retail limited, Chennai. The total population of the company is 1140, sample of 120 employees were taken for the study.. 3. 2 DATA COLLECTION METHODThe task to data collection method often a research problem has been designed and research design chalked out. 3. 2. 1Primary Data Primary data are those, which are collected fresh and for the first time for the collection as primary data a sample survey method was used in the study. Personal interview was conducted with the help of a questionnaire prepared for the survey. 3. 2. 2 Secondary data Data which was not originally collected rather obtained from published or unpublished source are known as secondary data. 3. 2. 4Statistical Tools The analysis of the collected data is the most important part of any research o get the interpretation for the project. According to this project, there will be three statistical tools are used. They are, 1. Chi-square test. 2. Weighted average test. 3. Spearman rank correlation. 3. 2. 4. 2 CHI-SQUARE TEST: Chi-square testis used to compare the relationship between the two variables. OBJECTIVES: 1. To recognize situations requiring the comparison of more that two means or proportions. 2. To use chi-square distribution to see whether two classifications of the source data are independent of each other. 3. To use chi-square distribution for confidence intervals and testing hypothesis about a single population variance. . To use chi-square test to check whether a particular collection of data is well described by a specified distribution. Chi-square test allows us to do a lot more than just test for the quality of several proportions. If we classify a population into several categories with respect to two (2) attributes, we can than use a chi square to determine whether the two (2) attributes are independent of each other. This is used to test the difference observed between two columns of number found in two distinct categories. A chi-square can be used when data satisfy four conditions. 1.There must be two observed sets of data or one observed set of data and our expected set of data. 2. The two set of data must be based on the same sample size. 3. Each cell in the data contain an observed or expected count of five or larger. 4. The different cells in a row or column must represent categorical variables. DEGREE OF FREEDOM: (Number of Rows-1) * (Number of Columns-1) (Oi – ei) Ei Oi = Observed Value. Ei = Expected Value. N = Total Number of Observations. Ei = Row Total * Column Total N Chapter -4 DATA ANALYSIS AND INTERPRETATION Respondents Age Distribution Table-4. 1: Respondents Age DistributionParticulars | No. of respondents| percentage| 18 – 25| 24| 20| 26 – 35| 56| 46. 67| 36 – 45| 27| 22. 5| Above 45| 13| 10. 83| Total| 120| 100| Figure-4. 1: Respondents Age Distribution Inference It can be seen that merely half of the respondents were between the age group of 26-35 years. Respondent marital status TABLE 4. 2 †“ Respondents marital status Particulars| No. of respondents| Percentage| Married| 82| 68. 33| Unmarried| 38| 31. 67| Total| 120| 100| Figure-4. 2 – Respondents marital status Inference It can be inferred that 3/4th of the respondents were married. Respondents Educational QualificationsTable 4. 3 – Respondents Educational Qualifications Particulars| No. of respondents| Percentage| UG| 32| 25. 83| ITI| 18| 15| PG| 67| 55. 83| Others| 3| 2. 5| Total| 120| 100| Figure-4. 3 – Respondents Educational Qualifications Inference It can be inferred that more than half of the respondent were qualified post graduates it’s a good sign for the organization. Respondents Work Experience Table -4. 4 – Respondents Work Experience Particulars| No. of respondent| Percentage| 0 – 2 years| 48| 40| 3 – 5 years| 53| 44. 17| 6 – 8 years| 17| 14. 17| Above 8 years| 2| 1. 66| Total| 120| 100| Figure 4. – Respondents Work Experience Inference It can be seen that almost of the respondents were between the experience level below 5 years. Respondents understanding towards the job Table 4. 5 – Respondents understanding towards the job Particulars| No. of respondents| Percentage| Not at all| 0| 0| Not really| 8| 6. 67| Some what| 33| 27. 5| Pretty much| 45| 37. 5| Totally| 34| 28. 33| Total| 120| 100| Figure 4. 5 – Respondents understanding towards the job Inference It can be seen clearly that almost all of the respondents were understand their job well. Respondent reason for dissatisfactionTable 4. 6 – Respondent reason for dissatisfaction Particulars| No. of respondents| Percentage| Work pressure| 31| 25. 83| Management decisions| 18| 15| Work environment| 6| 5| Pay structure| 48| 40| Others| 17| 14. 17| Total| 120| 100| Figure 4. 6 – Respondent reason for dissatisfaction Inference It can be clearly seen that merely half of the respondents feels that pay structure makes them dissatisfied. Respondent opinion about the management steps Table 4. 7 – Respondents opinion about the management steps Particulars | No. of respondents| Percentage| Not at all| 21| 17. 5| Some what| 42| 35|Average| 36| 30| Really good| 21| 17. 5| Total| 120| 100| Figure 4. 7 – Respondents opinion about the management steps Inference It has been clearly observed that 2/3rd of the respondents feel that the management steps were somewhat satisfactory for them. Respondent’s opinion about the internal improvements needed in organization Table 4. 8 Respondents opinion about the internal improvements needed in organization Particulars | No. of respondents| Percentage| Employee motivation| 22| 18. 34| Working environment| 18| 15| Monetary benefit| 46| 38. 33| Others| 34| 28. 33| Total| 120| 100| Figure – 4. Respondents opinion about the internal improvements needed in organization Inference It can be inferred that 2/3rd of the respondent’s feels monetary benefits is to be improv ements. Respondent’s opinion about the external improvements needed in organization Table 4. 9 Respondents opinion about the external improvements needed in organization External improvements| No. of respondents| Percentage| Innovative technology| 18| 15| External training programs| 47| 39. 17| New products| 12| 10| Others| 43| 35. 83| Total| 120| 100| Figure – 4. 9 Respondents opinion about the external improvements needed in organization InferenceIt can be clearly seen that most of the respondents feels that external training programs should be conducted Respondent’s opinion about retention strategy Table 4. 10 – Respondents opinion about retention strategy Particulars| No. of respondents| Percentage| Hiring suitable person| 18| 15| Allowing in decision making| 9| 7. 5| Good compensation| 42| 35| Good communication| 12| 10| Exit interview| 39| 32. 5| Total | 120| 100| Figure 4. 10 – Respondents opinion about the retention strategy Inference It is clearly inferred that merely half of the respondents feels good compensation is the best strategy for retention.Respondent’s opinion about learning new things Table – 4. 11 Respondents opinion about learning new things Particulars| No. of respondents| Percentage| More| 67| 55. 83| Less| 19| 15. 83| No| 34| 28. 34| Total| 120| 100| Figure – 4. 11 Respondents opinion about learning new things Inference It can be inferred that more than half of the respondents feels that they can learn more new things. Respondent’s opinion about communication between the superior Table 4. 12 – Respondents opinion about communication between the superior Particulars| No. of respondents| Percentage| Yes| 73| 60. 83| No| 47| 39. 7| Total| 120| 100| Figure 4. 12 – Respondents opinion about communication between the superior Inference It can be clearly observed that most of the respondent’s feels that they can communicate with their superiors at any time Res pondent’s opinion about promotion method Table 4. 13 – Respondents opinion about promotion method Particulars| No. of respondents| Percentage| Yes| 83| 69. 17| No| 37| 30. 83| Total| 120| 100| Figure 4. 13 – Respondents opinion about promotion method Inference It can be inferred that 3/4th of the respondents feels that their promotion is given based on their skills.Respondent’s opinion about stress Table 4. 14 – Respondent’s opinion about stress Particulars | No. of respondents| Percentage| Highly agree| 12| 10| Agree| 17| 14. 17| Neutral | 29| 24. 16| Disagree| 38| 31. 67| Highly disagree| 24| 20| Total | 120| 100| Figure 4. 14 – Respondent’s opinion about stress Inference It is clearly inferred that more than half of the respondents disagree that they having stress in their work. Respondent’s opinion about recreational facilities Table 4. 15 – Respondents opinion about recreational facilities Particulars | No. o f respondents| Percentage |Highly satisfied| 10| 8. 33| Moderately satisfied| 20| 16. 67| Neutral | 49| 40. 83| Moderately dissatisfied| 23| 19. 17| Dissatisfied | 18| 15| Total | 120| 100| Figure 4. 15 – Respondents opinion about recreational facilities Inference It can be clearly seen that merely half of the respondents were neither satisfied nor dissatisfied about the recreational facilities. Respondent’s opinion about working space Table 4. 16 – Respondents opinion about working space Particulars | No. of respondents| Percentage | Highly satisfied| 33| 27. 5| Moderately satisfied| 58| 48. 33| Neutral | 21| 17. | Moderately dissatisfied| 6| 5| Dissatisfied | 2| 1. 67| Total | 120| 100| Figure 4. 16 – Respondents opinion about working space Inference It can be clearly seen that 3/4th of the respondents satisfied with the working space. Respondent’s opinion about worst of attrition Table 4. 17 – Respondents opinion about worst of attrition Particulars| No. respondents| Percentage | Cost of recruitment| 43| 35. 83| Loss of production| 18| 15| Loss of knowledge capital| 27| 22. 5| Training cost | 32| 26. 67| Total | 120| 100| Figure 4. 17 – Respondents opinion about worst of attrition InferenceIt can be clearly seen that 2/3rd of the respondents feels that cost of recruitment and training cost is worst effect of attrition Respondent’s opinion about the best effect of attrition Table 4. 18 – Respondents opinion about the best effect of attrition Particulars| No. of respondents | Percentage| Removes bottle necks | 39| 32. 5| Entry of new talents| 53| 44. 17| Infuses of new blood| 28| 23. 33| Total | 120| 100| Figure 4. 18 – Respondents opinion about the best effect of attrition Inference It can be clearly seen that merely half of the respondents feels that entry of new talents is the best effect of attrition.Chi – square Experience and dissatisfaction levels in job Table 4. 19 Chi-Square Experience Dissatisfaction | 0 – 2| 3 – 5| 6-8 | Above 8 years| Total | Work pressure | 19| 11| 1| 0| 31| Management decision | 8| 6| 3| 1| 18| Work environment | 0| 2| 3| 1| 6| Pay structure | 14| 28| 6| 0| 48| Others | 7| 6| 4| 0| 17| Total| 48| 53| 17| 2| 120| Null hypothesis H0: There is no significant relationship between the experience and dissatisfaction of job. Alternate hypothesis H1: There is a significant relationship between the experience and dissatisfaction of job. Level of significant: LOS= 95% (. 05%)Degree of freedom: DOF= (M-1) (N-1) = (5-1) (4-1) Degree of freedom = 12 Z tab= 21. 026 2 = ? ( O – E )2/E Expected valued: E = ( row total * column total ) / grand total 2 = 3. 51 + 0. 52 + 2. 61 + 0. 51 + 0. 08 + 0. 47 + 0. 07 + 1. 63 + 2. 4 + 0. 15 +5. 43 + 0. 81 + 1. 4 + 2. 18 + 0. 09 +0. 8 + 0. 005 + 0. 3 + 1. 06 + 0. 28 Z cal = 24. 305 Calculated value > tabulated value Zcal > ztab H0 is rejected. H1 is accepted There is a significant relation ship between the experience and dissatisfaction of job. Spearman rank correlation Table 4. 20 – Ranking for stress and recreational activityStress| Rank 1| Recreational activity| Rank 2| Difference(D)| (D)2| 12| 5| 10| 5| 0| 0| 17| 4| 20| 3| 1| 1| 29| 2| 49| 1| 1| 1| 38| 1| 23| 2| -1| 1| 24| 3| 18| 4| -1| 1| | | | | ? (D)2| 4| R = 1 – 6? D2 (n (n2 – 1)) = 1 – (6*4) (5 (25-1)) = 1 – 0. 2 R = +0. 8 Since the correlation value (R) is +0. 8 there is a high correlation between the stress and recreational activity. Chapter 5 5. 1 Findings 1. Half of the respondents (47%) are in the age group of 26-35 years. 2. 3/4th of the respondents (68%) were married. 3. Half of the respondents (56%) were qualified post graduates. . Majority of the respondents have an experience of less than 5 years. 5. All the respondents have understood their job. 6. Merely half of the respondent’s (40%) feel that pay structure makes them dissatisfied. 7. 2/3rd of the respond ents are not much satisfied with the management policies. 8. 2/3rd of the respondents (39%) feel hike in salary can be offered. 9. Most of the respondents ( 39%) feel that external training programs should be conducted 10. All the respondents feel good compensation and hiring suitable person is the best strategy for retention. 1. More than half of the respondents (56%) feel that they get opportunity to learn more. 12. More than half of the respondents (61%) said they can communicate with their superiors at any time. 13. Merely 3/4th of the respondents (70) said their promotion is based on their skills. 14. More than half of the respondents (52%) disagreed that they have stress in their work. 15. Nearly half of the respondents (41%) were neither satisfied nor dissatisfied about the recreational facilities. 16. 3/4th of the respondents (75%) are satisfied with the working space. 17. /3rd of the respondents (36%) feel that due to attrition the cost of recruitment and training increases 18. Nearly half of the respondents (47%) feel that due to attrition there is entry of new talents. 5. 2 Suggestion 1. Management should give good job description to employees. 2. The organization should change the pay structure based on the nature of job. 3. The organization should conduct more external training programs to improve the efficiency of the employees. 4. The organization must appoint right person for the right job which will help to reduce attrition. 5. They must have two way communication. 6.The organization should provide more recreational activity to employees to relieve form stress. 7. Career growth and higher education is main cause for attrition in XXX, so the organization can give promotions and hike in salary in regular interval to reduce the attrition level. 8. Cost of recruitment and loss of knowledge capital were the worst effect of attrition, for that the company can follow retention strategies to keep the valuable employees. 9. Even though many retention s trategies followed in the organization the best strategy is exit interview, which helps them to identify the reason for attrition. 5. 3 CONCLUSIONIn global economy many organizations find very difficult to overcome the competition and to retain the employees. Due to attrition the companies not only lose the efficient employees but also spend a lot for recruiting new employees. The study company has moderate attrition since the stress level is low. Even this attrition can be reduced if they follows’ a good retention strategy like increasing the salary in periodic interval. The main cause for employee switching over job in XXX is carrier growth. Thus the organization should not increase the salary but also give promotions to employee to make them satisfy and retain the in organization.By satisfying the employee the attrition level can be reduced. ANNEXURE QUESTIONNAIRE A STUDY ON ATTRITION LEVEL PERSONAL DATA : 1. Name: 2. Designation: 3. Age: a) 18 -25 b) 26 – 35 c) 36 -45 d) above 45 4. Marital status: a) Married b) unmarried 5. Educational Qualification: a) UG b) ITI c) PG e) Others 6. Years of Experience: a) 0 – 2 years b) 3 – 5 years c) 6 – 8 years d) Above 8 years OTHER DATA: 7. How well do you understand your nature of job? ? Not at all ? Not really ?Some what ? Pretty much ? Totally 8. Rate the following factors Particulars| Highly satisfied5| Satisfied4| Neutral3| Dissatisfied2| Highly dissatisfied1| Motivation| | | | | | Appraisal| | | | | | Job challenge| | | | | | Reward| | | | | | Communication with superiors| | | | | | 9. Which of the following makes you to get dissatisfied? a) Work Pressure b) Management decisions c) Working Environment d) Pay structure e) other 10. Do you believe that there is a decrease in your Dissatisfaction level after the management steps? ) Not at all b) Somewhat ok c) Average d) Really good 11. Specify the area where improvement is required internally? ? Employee motivation ? Working envi ronment ?Monetary benefits ? Other 12. Specify the area where improvement is required externally? ? Innovative technology ? External Training programs ? New products ? Others 13. For which of these reasons, you prefer to change the job. Rate the following? Particulars | Rank | Career growth| | Higher stress| | Higher education| | Health condition| |Family problems| | 14. From these following which retention strategy is the best way to reduce the attrition level? a) Hiring suitable person b) decision making c) good compensation d) good communication e) exit interview 15. There any opportunities to learn forward about your job? a) More b) Less c) No 16. Do you have any freedom to convey your immediate problems to Top-level people..? a) Yes b) No 17. Whether promotion is given based on skill? a) Yes b) No 8. Do you agree there is stress in your job? a) Highly agree b) agree c) neutral d) Disagree c) highly disagree 18. Are you satisfied with the recreation facilities provided by the or ganization? a) Highly Satisfied b) Moderately satisfied c) Neutral d) Moderately dissatisfied e) Highly dissatisfied 19. Are you satisfied with the working space provided by the organization? ) Highly Satisfied b) Moderately satisfied c) Neutral d) Moderately dissatisfied e) Highly dissatisfied 20. Which is the worst effect of attrition? a) Cost of recruitment b) Loss of production c) Loss of knowledge capital d) Training cost 21. Which is the good effect of attrition? a) Removes bottle necks b) Entry of new talents c) Infuses of new blood 22. Any suggestions for the reduction of attrition in your organization? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦

Romantic Elements in Frankenstein and the Fall of the House of Usher

Mary Shelley’s novel, Frankenstein, and Edgar Allan Poe’s short story, The Fall of the House of Usher, although published in different periods, on different continents, have in common many of the main ideas that stood behind the literary movement of Romanticism (the sublime, the Romantic hero, imagination, isolation), combined with elements of the Gothic (the mysterious and remote setting dominated by a gloomy atmosphere, death, sin, pain, exotic elements, supernatural). One of the main elements that is integrated into the Romantic movement is the sublime. In his A Philosophical Enquiry into the Origin of Our Ideas of the Sublime and Beautiful , Edmund Burke defined the sublime as â€Å"Whatever is fitted in any sort to excite the ideas of pain and danger, that is to say, whatever is in any sort terrible, or is conversant about terrible objects, or operates in a manner analogous to terror, is a source of the sublime; that is, it is productive of the strongest emotion which the mind is capable of feeling. In Burke’s view, the typical qualities that characterize a sublime landscape are vastness of dimensions (especially in contrast with the limitations of the human body and mind), obscurity (that blurs the definition of boundaries), deep darkness or intense light. Through the impact that magnificent landscapes and violent storms produce, and in the midst of the terrors that nature creates, the characters experience the sublime, are overflown wi th dread, fear and a sense of astonishment, which eventually allows them to sense the divine. In Frankenstein, nature is a very powerful entity that can soothe and punish; this duality is especially obvious in the connection between Victor and nature that Shelly cultivates throughout the novel. More often than not, Victor takes sustenance from nature, which provides him with what could be described as personal therapy when he is subjected to stress or torment. When he falls ill, it is not the constant care and attention of his closest friends that ensure his recovery, but the beneficial influence of the fresh ir that he breathes: â€Å"We passed a fortnight in these perambulations: my health and spirits had long been restored, and they gained additional strength from the salubrious air I breathed, the natural incidents of our progress . . . I became the same happy creature who, a few years ago, loved and beloved by all, had no sorrow or care. When happy, inanimate nature had the power of bestowing on me the most delightful sensations. A serene sky and verdant fields filled m e with ecstasy. â€Å" After his brother William is brutally murdered by the Creature, Victor falls into a deep state of despair, unable to find solace in the company of the rest of his family, or his best friend Henry. Once again, it is nature that heals him and allows him to maintain his sanity:  «I remained two days at Lausanne, in this painful state of mind. I contemplated the lake: the waters were placid; all around was calm, and the snowy mountains, â€Å"the palaces of nature,† were not changed. By degrees the calm and heavenly scene restored me, and I continued my journey towards Geneva. The road ran by the side of the lake, which became narrower as I approached my native town. I discovered more distinctly the black sides of Jura, and the bright summit of Mont Blanc. I wept like a child: â€Å"Dear mountains! My own beautiful lake! How do you welcome your wanderer? Your summits are clear; the sky and lake are blue and placid. Is this to prognosticate peace or to mock at my unhappiness? †  » Aside from providing Victor with restoration and happiness when needed, nature prove to also be an omnipotent force of foreshadowing. The lightning shredding the tree in front of Victor’s eyes is a warning that his endeavors will ultimately bring destruction. When he is notified about William’s death, nature reflects his feelings of despair and suggests dark prospects of the future: â€Å"Night also closed around; and when I could hardly see the dark mountains, I felt still more gloomily. The picture appeared a vast and dim scene of evil, and I foresaw obscurely that I was destined to become the most wretched of human beings. The night that Victor gives life to his creations is â€Å"a dreary night of November†, with rain patting â€Å"dismally against the panes†. This is similar with the gloomy nature described at the beginning of The Fall of the House of Usher, where the imminent destruction of this ancient family is foreshadowed by the atmosphere of melancholy and decay and the eerie semblance of the house, covered by minute fungi and weakened by the fissure that extends from the roo f to the foundations: During the whole of a dull, dark, and soundless day in the autumn of the year, when the clouds hung oppressively low in the heavens, I had been passing alone, on horseback, through a singularly dreary tract of country; and at length found myself, as the shades of evening drew on, within view of the melancholy House of Usher. † Poe’s description of the unearthly storm that takes place on the dreadful night that brings the ultimate destruction to the ancient House of Usher is strikingly similar with the ones described in Frankestein: It was, indeed, a tempestuous yet sternly beautiful night, and one wildly singular in its terror and its beauty. A whirlwind had apparently collected its force in our vicinity; for there were frequent and violent alterations in the direction of the wind; and the exceeding density of the clouds (which hung so low as to press upon the turrets of the house) did not prevent our perceiving the life-like velocity with which they flew careering from all points against each other, without passing away into the distance. † Although both works present an overwhelmingly powerful nature, that can foreshadow future events, the nature in The Fall of the House of Usher lacks the vast landscapes that are often depicted in Frankenstein; the prevailing feeling that dominates Poe’s story is confinement, narrowness to the point of claustrophobia: the Usher estate is shut off from light and the initial description of the house, reflected by the tarn which is in turn mirrored by the windows creates the illusion of an enclosed space, from which escape is almost impossible. The house eventually becomes the tomb of Roderick and Madeline, collapsing onto itself and sinking into the reflecting pool. Supernatural, supported by the dark themes that are prevailing in both literary works, plays an important part in the plot development, both authors dwelling on the blurred boundary between the living and the dead, with an emphasis on the mysteries of life and the mysteries of existence. In Poe’s story, Madeline’s condition causing her to fall into a coma-like state that will lead to her being buried alive is highly unbelievable, especially in combination with the account of her incredible escape from the vault, which is presented in parallel with the plot of The Mad Trist. In addition to this, the destruction of the house in the storm on the night Madeline returns to the living only to be crushed together with her brother, thus ending the Usher bloodline is just as unrealistic, yet with a great artistic effect on the reader. As if in the superhuman energy of his utterance there had been found the potency of a spell — the huge antique panels to which the speaker pointed, threw slowly back, upon the instant, their ponderous and ebony jaws. It was the work of the rushing gust — but then without those doors there DID stand the lofty and enshrouded figure of the lady Madeline of Usher. There was blood upon her every portion of her emaciated frame. For a moment she remained trembling and reeling to and from upon the threshold, then, with a low moaning cry, fell heavily inward upon the person of her brother, and in her violent and now final death-agonies, bore him to the floor a corpse, and a victim to the terrors he had anticipated. † In Frankenstein, the major supernatural event (the creation of new life) is disguised under the appearance of a scientific experiment: Frankenstein manipulates nature in a bizarre and outlandish way, he uses electricity to animate a corpse composed of body parts collected from different cadavers. The result of his work is a creature so grotesque and uncanny, that it makes him run in fear and hide in his chamber: â€Å"How can I describe my emotions at this catastrophe, or how delineate the wretch whom with such infinite pains and care I had endeavoured to form? His limbs were in proportion, and I had selected his features as beautiful. Beautiful! Great God! His yellow skin scarcely covered the work of muscles and arteries beneath; his hair was of a lustrous black, and flowing; his teeth of a pearly whiteness; but these luxuriances only formed a more horrid contrast with his watery eyes, that seemed almost of the same colour as the dun-white sockets in which they were set, his shrivelled complexion and straight black lips. The characters in both Frankenstein and The Fall of the House of Usher are deeply Romantic characters, with a strong propensity towards the Gothic. Roderick Usher is a strange figure, excessively reserved and somewhat mysterious, he lives isolated in a decrepit, dark and scary house. His physical appearance is quite shocking to the outside visitor, he looks dead even though he is still alive: A cadaverousness of complexion; an eye large, liquid, and luminous beyond comparison; lips somewhat thin and very pallid, but of a s urpassingly beautiful curve; a nose of a delicate Hebrew model, but with a breadth of nostril unusual in similar formations; a finely moulded chin, speaking, in its want of prominence, of a want of moral energy; hair of a a more than web-like softness and tenuity; these features, with an inordinate expansion above the regions of the temple, made up altogether a countenance not easily to be forgotten. † He suffers from a mysterious â€Å"nervous affection†, with bizarre symptoms (his senses are incredibly heightened, he can only bear to wear certain types of fabric, he cannot stand light or the smell of flowers, and all music, with the exception of some stringed instruments inspire him with horror). He often oscillates between vivacity and sullenness, between reason and incoherence, between amazement and dread. Roderick’s interests lie within the field of Arts, he is skilled at music and at painting, and the narrator compares him with a real artist, Fuseli, stating that â€Å"If ever mortal painted an idea, that mortal was Roderick Usher†. Roderick’s artistic creations reflect his state of mind, his obsession with death, the one painting of his that is described by the narrator is that of a tomb, â€Å"an immense long and rectangular vault or tunnel†, while one of the songs he plays at his guitar is The Haunted Palace. Roderick shows signs of other intellectual pursuits, he develops the idea of sentience of all vegetables and even inanimate things, like â€Å"the gray stones of the home of his forefathers†, giving as proof of their sentience â€Å"the gradual yet certain condensation of an atmosphere of their own about the waters and the walls†. Unlike Roderick, who is portrayed as an artist, Victor Frankenstein is depicted as a scientist. He is animated with a â€Å"thirst for knowledge†, a passionate desire to learn the secrets of heaven and earth; however, these feelings, noble at first are distorted into a morbid obsession, a dark hope of becoming god-like, of being liberated of earthly law and limitations, obsession that will ultimately lead to his demise. In his quest to discover the â€Å"principle of life†, Victor undergoes the study of its inevitable counterpart, death, and immerses himself in midnight labors, pillaging cemeteries and charnel houses and torturing living creatures. His ambition to create new life affects his entire being in such a way, that he undergoes intense emotional and mental changes, and manages to transcend the limited condition of an ordinary mortal, achieving a status similar to that of Dr. Faustus: â€Å"After days and nights of incredible labour and fatigue, I succeeded in discovering the cause of generation and life; nay, more, I became myself capable of bestowing animation upon lifeless matter. (†¦)No one can conceive the variety of feelings which bore me onwards, like a hurricane, in the first enthusiasm of success. Life and death appeared to me ideal bounds, which I should first break through, and pour a torrent of light into our dark world. A new species would bless me as its creator and source (†¦) I pursued nature to her hiding-places. Who shall conceive the horrors of my secret toil as I dabbled among the unhallowed damps of the grave or tortured the living animal to animate the lifeless clay? † Although not typical, the Creature is also a Romantic figure, a troubled soul forced into self-isolation, that strives to overcome his own limitations and possesses surprising depth and sensitivity. He has a dual nature, both inherently good and capable of evil, and is compared to both Adam (the creature that has been forsaken by his creator) and Satan (the fallen angel turned deviant in the absence of his god, capable of unspeakable acts of cruelty). He is torn between compassion and vengefulness, between the desire to be integrated into human society and the desire to destroy humans for rejecting and shunning him based on his grotesque appearance. He proves his benevolence when he saves a little girl from drowning and when he helps the De Laceys by providing them with firewood, but he is also a â€Å"wretched† creature that lets himself overtaken by the thirst for revenge and kills all the members of Victor’s family, including his best friend, Henry Clerval. The destinies of creator and creation are inextricably connected, they are viewed as doubles of each other: they both suffer from an impenetrable solitude, feeling like a â€Å"miserable wretch† unfit for human society, they both continually oscillate between good and evil, between elation and despair. Their identities are intricately intermingled, at one point the creature calls Victor his slave, reminding him that :†You are my creator, but I am your master†. Moreover, the reader is not able to discern who the real monster is between these two characters: Frankenstein, that out of purely selfish reasons brings the Creature into this world and abandons it, refusing to assume any type of responsibility for his actions, or the abominably-looking creature that succumbs to the dark dimension of his spirit and seeks to achieve revenge for his sufferings, thus destroying many innocent lives in the process. The same motif of the double (Doppelganger) can be found in Poe’s story, where there is a strong connection between Roderick and Madeline Usher, the last descendents of the Usher clan, the twins that mirror each other as Poe places an emphasis on the â€Å"striking similitude between brother and sister†¦Ã¢â‚¬ . The siblings share an inexplicable state of illness, they are both affected by a malady for which no remedy has been found: In the manner of my friend I was at once struck with an incoherence — an inconsistency; and I soon found this to arise from a series of feeble and futile struggles to overcome an habitual trepidancy — an excessive nervous agitation. (†¦)It was, he said, a constitutional and a family evil, and one for which he despaired to find a remedy — a mere nervous affection, he immediately added, which would undoubtedly soon pass off. It displayed itself in a host of unnatural sensations.  »  «The disease of the lady Madeli ne had long baffled the skill of her physicians. A settled apathy, a gradual wasting away of the person, and frequent although transient affectations of a partially cataleptical character were the unusual diagnosis.  » â€Å"Roderick and Madeline are not just brother and sister but twins who share â€Å"sympathies of a scarcely intelligible nature† which connect his mental disintegration with her physical decline. † (Martha Womak, Edgar Allan Poe’s â€Å"The Fall of the House of Usher†). Moreover, according to Edward H. Davidson in his book Poe: A Critical Study, the fissure in the decaying mansion represents â€Å"an irreconcilable fracture in the individual’s personality†. Roderick represents the mind, the intellect, the conscious, while Madeline is the unconscious, the embodiment of the senses (hearing, seeing, touching, tasting and smelling). One of the conceptions that Gothic cultivated was that man was born basically evil, and that humans have to struggle throughout their entire lives in order to prevent their evil nature from overtaking them. In Poe’s story the two brothers visibly struggle against their psychological issues, the mental illnesses brought on by centuries of intermarriage in the family. He uses these characters to explore the human psychology, with a special mphasis on the perverse and self-destructive nature of the conscious and subconscious mind. In Frankenstein, the Creature seems to have been born evil based on his abominable appearance, yet later on his account of his first memories reveal his innocent nature, that is distorted by the hardships and constant rejections he is subjected to. Symbols play a significant role. The House of Usher refers both to the actual mansion and the last of the â€Å"all time-honoured Usher race†¦Ã¢â‚¬  and becomes an actual character, being presented with a humanized description, with â€Å"vacant eye-like windows†. The house seems to be an extension of the siblings’ souls, mirroring their state of mind, and Roderick develops a theory that the stones of the house have â€Å"sentience† and that they embody the fate of the Usher family . The fissure that is barely visible on its facade and the fungi that cover it are symbolic of the decay of the Usher bloodline. The collapsing of the house straight down into the tarn symbolizes the linearity of the Usher’s family tree, bereft of branches, and its inevitable collapse. The two main symbols in Frankenstein are light and fire. Walton expects to unveil the secrets of the universe in the North Pole, described as â€Å"a country of eternal light. † Nearly all of Victor’s epiphanies are under the sign of light. When he becomes interested in natural philosophy, he says that â€Å"A new light seemed to dawn upon my mind†, and when his ceaseless endeavors finally lead him to the discovery of the secret to creating new life, he describes his feelings as if â€Å"a sudden light broke in upon me. He compares the creation of a new species to pouring a â€Å"torrent of light into our dark world†. However, both Victor and Walton fail to understand that light that’s too bright is also blinding and they disregard the dangerous consequences of their quests for enlightenment. The importance of fire as a symbol is prefigured by the novel’s full title: Frankenstein, Or the Modern Prometheus. In Greek mythology, Prometheus was the titan who gave the knowledge of fire to humanity and for his generous action he was severely punished by the Gods. In Frankenstein, Victor attempts to give the gift of the secret of life to humanity, but ends up suffering grave punishment as a result of defying God: his creation kills his entire family and destroys his life. Throughout the novel, fire is depicted as a powerful yet dangerous force that can be used both for sustenance (the discovery of the wonders of fire by the monster) as well as for punishment (the description of demons suffering in the lake of fire in hell). Concerning narrative techniques and point of view, both stories are told using first person point of view, but with significant differences. The narrator of The Fall of the House of usher is a character of whom we know very little, highly unreliable, as we have no proof of his sanity; moreover, he is called â€Å"madman† by Roderick twice at the end of the story. He is submerged into the underworld of the human mind, where irrationality prevails over reason, where fantasy suppresses reality, and he is the only one that manages to escape and tell the story of what had happened. Mary Shelley’s Frankenstein is also written using the first person narrative, but from multiple perspectives, using a complex narrative structure, that combines the form of an epistolary novel with that of a frame story: the plot is completely encased in Robert Waldon’s letters, who he relates his encounter with Victor Frankenstein, who in turn gives an account of his terrible life story, including the confessions and lamentations of the creature. Each shift of perspective provides the reader with new insight regarding the facts of the story and the distinctive traits of the characters involved. In conclusion, both Frankenstein and The Fall of the House of Usher can be considered landmarks of Romantic and Gothic literature, the authors managing to combine standard and specific elements in a unique and captivating manner that has kept them relevant even almost two hundred years after they were first published.

Awareness to the Health Problem of Violence Against Women

The American Nurses Association (ANA) supports education of nurses, health care providers and women in skills necessary for prevention of violence against women; assessment of women in health care institutions and community settings; and research on violence against women. ANA believes there is a need to increase awareness to the heath problem of violence against women, as well as reduce injuries and psychological misery associated with this crime. ANA believes health care professionals must be educated as to their role in the assessment, intervention, and prevention of physical violence against women. Further, ANA supports the YEAR 2000 Health Objectives, which cite the surveillance, prevention and intervention for violent behavior as a priority issue for the nation. Physical violence against women is behavior intended to inflict harm and includes, slapping, kicking, choking, punching, pushing, use of objects such as weapons, forced sexual activity and injury or death from a weapon. Physical violence is by definition, assault and it is a crime. Ninety-five percent of serious assaults by a spouse or intimate partner are men battering women. Abuse is the leading cause of injury to women and homicide a major cause of traumatic death to women. Physical violence against is pervasive and cuts across all ethnic, racial, religious, and socio-economic groups. Based on national survey results, 1. 8 million women are beaten by their husbands each year. Stated another way, one of every eight husbands assaults his wife at least once during a given year. Abuse during courtship and cohabiting relationships affects between 16 and 23 percent of all dating relationships. The FBI estimates that her male partner will physically assault one in two women during her lifetime. Frequently physical abuse begins during pregnancy with 25-30 percent of pregnant women reporting abuse prior to or during pregnancy. Pregnant women reporting abuse are more likely to deliver a low birth weight infant. Injuries to women sustained from abuse include contusions, concussions, lacerations, fractures and gun shot wounds. Emergency room records document that 22 to 35 percent of women presenting any complaint are there because of symptoms related to physical abuse. Some 1,000 women are killed each year by their male partner, almost always following years of physical abuse. The economic costs of interpersonal violence are high especially if a weapon is involved. The lifetime cost of firearm deaths and injuries are estimated at $23 billion in 1990 with more than 80 percent of the medical care costs borne by public funds. During the same year, injuries caused by interpersonal violence requiring hospitalization cost an estimated $80 billion. Because most physical violence between intimate partners goes underreported, the economic costs are grossly underrepresented. The American College of Obstetricians and Gynecologists, Surgeon General and Centers for Disease Control have forwarded recommendations that all women be routinely screened for physical abuse and offered counseling, education, advocacy and appropriate referrals. Year 2000 Health Objectives cite the surveillance, prevention for violent behavior as a priority issue for the Nation.  · Routine education of all nurses and health care providers in the skills necessary to prevent violence against women Routine assessment and documentation for physical abuse of all women in any health care institution or community setting  · Targeted assessment of women at increased risk of abuse including pregnant women and women presenting in emergency rooms.  · Education of all women as to the cycle of violence, the potential for homicide, and community resources for primary, secondary and tertiary prevention and care.  · Education of school age children and adolescents in public schools about relationships without violence and community resources for help. Research on violence against women, including the development and evaluation of nursing models for preventive assessment, intervention, and treatment for abused women, their children and perpetrators of violence. Partner abuse victims tend to obscure their victimization. They are acutely aware that disclosure of their dilemma will be met with defiance or minimization by their partner, friends, and relatives and by increased abuse by their partners. When a woman becomes independent financially and emotionally the abuse increases the violence by their partner. Some end results are women killing the abusive partner, most of the time it is in self- defense after a history of beatings. Studies have been performed in reference to domestic violence and the abuse of drugs and alcohol. Some abusers are abstainers, however, more are substance abusers than not. The present view is that abusers use alcohol and drugs as an excuse for their violence and drink when are about to become violent. Apparently there seem to be a connection between alcohol and drugs and the severity of violence committed against women. In contrast, victims of domestic violence tend to blame the abuse on the substances used rather than on the abuser personally. The victim acknowledges that they do not enjoy the abuse, but believe their partners philosophy that they deserve the abuse. Victims of domestic violence stay with their abusive partner due to economic status, fear of physical danger to themselves and their children, fear of losing children, lack of job skills, lack of alternative housing, lack of support from family members and friends, lack of information regarding alternatives, fear of court procedures, and fear of partner retaliation. The majority of women have poor self image, are lonely, embarrassed and tend to protect the abuser, they are insecure about themselves and believe their partner is sick and needs their help.  · Backache, abdominal pain, indigestion, headaches, hyperventilation, anxiety, insomnia, fatigue, anorexia, heart palpitations, injuries without explanations and embarrassment about them, hidden injuries to head and neck, internal injuries, genital injuries, scars, burn, joint pain or dislocation, numbness, hearing problems, or bald spots. Injuries from a belt, iron, raised ring, teeth, fingertips, cigarette, gun, or knife, jumpiness or flinching in the presence of the abuser, substance abuse/suicidal thoughts or attempts, denial of any problems in their relationship, lack of relationships of friends or family, isolation or confinement to home. Believing in family unity at all costs and in traditional stereotypes, an overzealous partner who does not want to leave spouse alone in an emergency care unit. Battered woman syndrome is being suggested as a sub classification of PTSD due to repetitive abuse being a serious threat to the victim†s health and life. Battered women report nightmares, flashbacks, recurrent fears of more violence, emotional detachment, numbness, startle response, sleep problems, impaired concentration, and hyper vigilance. Victims show reactions to chronic trauma, but no symptoms of psychopathology are present. How can we help? We can offer information and assistance to these individuals who are victimized by their partners. Recognizing the symptoms (listed above) is the first step in offering assistance. Make an assessment (length/frequency of abuse, types of abuse; physical, psychological, sexual, financial) and recommend the victim to available services offered in the surrounding area. Do not be judgmental, be objective, and non threatening, ask directly if abuse is occurring, identify the abusers behavior, acknowledge the seriousness of the abuse, help the victim to asses internal strengths, encourage use of personal resources, give the victims a list of shelters, police departments, legal assistance, and financial aid, allow the victim to choose his or her own options, teach victim to develop a safety/escape plan, tell the abuser to stop the abuse and get himself help, do not blame the victim, do not get angry with the victim, refuse no help to the victim even though they are not ready to leave the abuser, do not retaliate with the victim against the abuser, do not encourage the victim to leave the abuser before she is ready. It is however, important to assure the victims they are not alone and they do not deserve the abuse they have become accustomed to. We must impart to them that they have dignity and worth and acknowledge their mental and physical exhaustion, fears, ambivalence about the abusers and leaving, and their wish to help the abuser as well as themselves. The victim may want to try counseling with a community agency or a local pastor, do not discourage this, it is always the victims decision on how to go about, stopping the violence in their own life.

Windows Communication Foundation Essay Example | Topics and Well Written Essays - 500 words

Windows Communication Foundation - Essay Example The essay "Windows Communication Foundation" describes the opportunities of windows communication foundation usage - the main part of the .NET Framework. Microsoft developed WCF as a set of business standards to define service communications. However basically, WCF is a small method used in new .NET, as a method of writing computer applications. However, we can take benefit of built-in characteristics service hosting, asynchronous calls, instance management, reliability, synchronization, disconnected queued calls, transaction management, security plus rising technologies similar to cloud computing, and the Windows Azure. Windows Communication foundation includes service-oriented architecture standards to uphold distributed computing where services are dedicated to clients. The clients are able to make use of multiple services, as well as services, are able to be consumed by multiple clients. Additionally, a service endpoint is the main element of a constantly obtainable service hosted by IIS, or it can be a service hosted by a system application. In addition, an endpoint can be a client of a service that requests data from a service endpoint. The communication messages are distributed as easily as a single word or character transmitted like XML, or like complex as a stream of binary data. WCF comprises the following group of features like service orientation, interoperability, multiple message patterns, service metadata, security, multiple transportations and encodings, transactions, AJAX and REST Support and extensibility.

National health indicators Essay Example | Topics and Well Written Essays - 500 words

National health indicators - Essay Example Health indicators for United States Birth rate-14 per 1000 population Fertility rate- 68.6 births per 1000 women aged 15-44 years Percent born low birthweight-8.2% Life expectancy-77.9 Obese population aged 20 years and above – 34% (Source: World Health Organization, 2007) Health indicators for India Population 60 years and above – 7.8% (in 2001) Crude birth rate (per 1000 population) – 23.8 (in 2005) Crude death rate (per 1000 population) – 7.6 (in 2005) Population with access to improved sanitation – 52% (in 2001) Physician per 1000 population – 7 (in 2005) (Source: Centers for Disease Control and Prevention, 2010) Health indicators for Bangladesh Population 60 years and above - 7% (in 2004) Crude birth rate (per 1000 population) – 20.9 (in 2003) Crude death rate (per 1000 population) – 5.9 (in 2003) Population with access to improved sanitation – 59% (in 2004) Physician per 1000 population – 3 (in 2005) (Centers for Disease Control and Prevention, 2010) From the above data, it is evident that United States maintains a satisfactory health condition. The US’ life expectancy is 77.9 and it reflects the nation’s improvement in health sector. Similarly, the country keeps a well low birthweight rate (8.2%), which represents the changing face of United States’ health care sector.

Disscusion 3 Essay Example | Topics and Well Written Essays - 500 words - 1

Disscusion 3 - Essay Example The sources are imperative as they help in offering fast facts and information with regard to the health status of the children living in the US. In addition, they offer sound information, gathers, and shares data on injuries that has caused violent deaths among children. Consequently, this offers the stakeholders with a more accurate comprehension of various causes of tragic deaths among children, ensuring that the policy makers as well as the societal leaders make sound decisions on ways in which violence and injuries can be minimized. Moreover, with such sources, there is high likelihood of coming up with related programs to prevent injuries and address issues of children maltreatment. In addition, the WISQARS is an essential source of data since it offers up to date information on national injury oriented mortality as well as morbidity. In that case, such data is used in research work as well as making sound decisions on public health and ways to reduce related cases and improve on the health of the children (Centres for Disease Control and Prevention, 2014). In that case, with such a database, the media, researchers, medical professionals, and the public can learn about the children’s health and some of the economic burdens that are associated with violence oriented or unintentional injuries. On the same note, it helps the users to sort, search, create reports, maps, and charts, as well as view injury based data on the intent of the injuries, the causes, the regions in the body, nature, geographic location and the sex of the victims. Furthermore, under the CDC sources, there is the National Electronic Injury Surveillance System-All Injury Program (NEISS-AIP). It is an informative database that offers factual information on the causes as well as the types of non-fatal injuries that are treated in the American hospitals. Therefore, the CDC databases are imperative

UN and UNOMIR in Rewanda Essay Example | Topics and Well Written Essays - 1250 words

UN and UNOMIR in Rewanda - Essay Example Moreover, the machinations of war are extremely complex and what constitutes excessive force in one situation differs from another. The spectrum is so broad that therein also lays the problem of having a definitive framework for the crime of aggression, further compounded by the broad discretion of Article 39 of the Charter, enabling the UN to take necessary measures to restore international peace and security. In turn this has become central as a justification for UN peace building initiatives post armed conflict (Pritchard, 2001). Furthermore, the complex nature of conflict and changing nature of warfare within the cotemporary international framework has raised questions as to which organ of the UN is most suitable for the process of restructuring post conflict (Zervaki, 2008). This also raises the issues of legitimacy of their presence in such territories, the implications of such operations for management of conflicts around the globe and military occupation. In the post Cold War international framework, there was an increasing amount of recommendations for the UN to become involved in peacekeeping, which has fuelled debate as to the legitimacy of their presence and efficacy of such peacekeeping measures. A prime example is the United Nations Assistance Mission for Rwanda (UNAMIR), which was intended to help enforce the Arusha Accords of 4 August 1993 and in turn facilitate the peace process between the Hutus and the Tutsis. However, the UNAMIR is well documented as having failed in its mission to maintain and restore peace in Rwanda. The UN and UNAMIR failure in Rwandan has perpetuated the debate regarding the legitimate boundaries and efficacy of the UN’s role in post conflict situations. With regard to the failure in Rwanda, this is exemplified by the controversial firsthand account of General Romeo Dallaire’s â€Å"Shake Hands with the Devil† (2003), which provides a graphic

Philosophy In The Matrix Movies Essay Example | Topics and Well Written Essays - 750 words

Philosophy In The Matrix Movies - Essay Example The Matrix movies explore Plato’s idea of reality as an illusion, particularly depicted in his â€Å"Allegory of the Cave.† In this literary work, a cave of people imprisoned in a distinct manner since conception is Plato’s depiction of this illusion. In this allegory, one prisoner escapes the imprisonment after being illuminated and liberated concurrently. This particular prisoner’s experience metaphorically indicates the procedure by which humans seldom free themselves from reality’s misconceptions and superficiality (Lawrence, 2004). In Enter   The Matrix, the matrix pulls Neo from a sort of cave from where he gets a glimpse of the truth about reality for the first time in his life. This experience makes him realize that everything he believed to be real was, in fact, an illusion, just like the prisoners in Plato's allegory. Plato adds that people who liberate themselves are obliged to tell the rest who are still in the â€Å"cave.†    In the first Matrix film, Neo fulfills this derivative when he makes it his priority to save humankind from ignorance and credulity.The Matrix movies explore Plato’s idea of reality as an illusion, particularly depicted in his â€Å"Allegory of the Cave.†   In this literary work, a cave of people imprisoned in a distinct manner since conception is Plato’s depiction of this illusion. In this allegory, one prisoner escapes the imprisonment after being illuminated and liberated concurrently.

Ideal Education in America Essay Example | Topics and Well Written Essays - 750 words

Ideal Education in America - Essay Example Based on the paper, education represents one of the fundamental backbones of contemporary social organization. While there are many aspects of the ideal education in America, one of the most important aspects is that education function to aid an individual to discover what is inside of them. One of the important considerations in these regards was raised by education theorist Sydney Harris in her essay ‘What true education should do’. In this essay, Harris states, â€Å"genuine education†¦is not inserting the stuffings of information into a person, but rather eliciting knowledge from him; it is the drawing out of what is in the mind† (Harris). This view of education considers that while ostensibly education is the process of learning this does not necessitate that the individual simply learns ‘things’. Instead, the ideal education must consider the process of education. Harris further notes, â€Å"The job of teaching is not to stuff them and the n seal them up, but to help them open and reveal the riches within. There are pearls in each of us† (Harris). In this context of understanding, it’s clear that instead of simply educating the student in a series of objective facts as much of America education does, the ideal education must be a fluid process that considers the subjective perspectives and abilities of each student. This ideal education then aids the student in discovering their abilities and reaching their full potential. Another prominent aspect of the ideal education in America is that education develops creative and critical thinking skills. Within this context of understanding, one considers many aspects of the American educational system that fail to accomplish these elements. Uninspired teachers in all departments too frequently resort to strictly following proscribed curriculum measures and treating students as receptacles of knowledge.  

Ethics - Morality Essay Example for Free

Ethics Morality Essay 5. FAIRNESS. Ethical executives strive to be fair and just in all dealings. They do not exercise power arbitrarily nor do they use overreaching or indecent means to gain or maintain any advantage nor take undue advantage of another’s mistakes or difficulties. Ethical executives manifest a commitment to justice, the equal treatment of individuals, tolerance for and acceptance of diversity. They are open-minded; willing to admit they are wrong and, where appropriate, change their positions and beliefs. A person who is caring exhibits the following behaviors: * Expresses gratitude to others * Forgives others * Helps people in need * Is compassionate A person who is fair exhibits the following behaviors: * Is open-minded and listens to others * Takes turns and shares * Does not lay the blame on others needlessly * Is equitable and impartia A person who is trustworthy exhibits the following behaviors: * Acts with integrity * Is honest and does not deceive * Keeps his/ her promises * Is consistent * Is loyal to those that are not present * Is reliable * Is credible * Has a good reputation . FAIRNESS Fairness is a tricky concept. Disagreeing parties tend to maintain that there is only one fair position their own. But while some situations and decisions are clearly unfair, fairness usually refers to a range of morally justifiable outcomes rather than discovery of one fair answer. Process A fair person uses open and unbiased processes for gathering and evaluating information necessary to make decisions. Fair people do not wait for the truth to come to them; they seek out relevant information and conflicting perspectives before making important decisions. Impartiality Decisions should be unbiased without favouritism or prejudice. Equity It is important not to take advantage of the weakness, disadvantage or ignorance of others. Fairness requires that an individual, company, or society correct mistakes, promptly and voluntarily. 5. CARING Caring is the heart of ethics. It is scarcely possible to be truly ethical and not genuinely concerned with the welfare others. That is because ethics is ultimately about our responsibilities toward other people. Sometimes we must hurt those we care for and some decisions, while quite ethical, do cause pain. But one should consciously cause no more harm than is reasonably necessary. Charity Generosity toward others or toward humani heerfulness The quality of being cheerful and dispelling gloom Generosity Liberality in giving or willingness to give Helpfulness The property of providing useful assistance or friendliness evidence by a kindly and helpful disposition PERSONAL RESPONSIBILITY Another basic customer right involves our taking personal honesty and responsibility for the products and services that we offer. There’s probably no issue that will more seriously affect our reputation than a failure of responsibility. Many ethical disasters have started out as small problems that mushroomed. Especially in service businesses, where the ‘‘products’’ are delivered by individuals to other individuals, personal responsibility is a critical issue.

Reverse Innovation Is Completely Different Marketing Essay

Reverse Innovation Is Completely Different Marketing Essay Large multinational companies traditionally considered deriving revenues in their home turf, and sought most of their growth opportunities within their home country. As markets saturated, they moved on to other rich countries targeting consumers from those market segments that they were able to secure in their home country. As competition from businesses both large and small increased, corporate strategy included expansion into emerging markets. Multinational companies have the capital to leverage their expansion into these emerging markets. This method allowed companies to obtain a foothold in these fast-growing economies, however, their current product offerings were too expensive to cater to the bottom of the pyramid consumers, which is sometimes the bulk of the population. Western multinationals found themselves capturing a small segment of the market, due to the unavailability of cheap products so eagerly sought by these bottom of the pyramid consumers. As done previously in ric h foreign countries, the western multinational could cater to the rich in the developing country. Unfortunately the number of consumers fulfilling these criteria is quite small compared to the entire population. Traditional strategies of globalisation later included local innovation, which together was termed as glocalisation. These local innovations were fuelled by the need to address differences in the demand structure of the current consumers. Existing products of the multinational was slightly tweaked to appeal to the locals, through various ways (include from literature). This process carried out well until local competition from emerging countries, with their superior local market understanding started developing products aimed at meeting the needs of the bottom of the pyramid consumers. These products as identified by Vijay (XXX) share some unique characteristics (low price, etc.) and are much readily accessible by this consumer base. They products created for these consumers by local businesses were highly innovative, often performing the same functions as the western multinationals product offerings, at a much lower price point. It fulfilled the need of these consumers of being of good enough quality but at the same time being easy to use. Cheap products performing the same function attracted the attention of consumers in higher income segments in the emerging countries, and gained popularity through to neighbouring countries with low GDPs per capita. Multinationals were seeing their markets slowly being taken over by these local innovators. To tackle this problem, western companies, not familiar with the demand needs of the locals created local innovation teams to create a clean slate approach towards innovation. Aside from altering current offerings, they also focused on creating completely new products sharing those factors such as low price, ease of use and good-enough quality. These products saw good responses from the local markets, bringing about increased learning of market needs to the Western multinational. The step following this original local innovation was the export of products back to the developed world. This process was coined by Vijay as Reverse Innovation in his book. The latest step for expansion of firms, this stage brings about a large number of research questions mentioned by Vijay and Trimble in their book. However, one aspect not considered was the target market in the developed country for these products. It is clear to recognize that there exists, even in the developed world, a number of consumers, especially in the bottom of the income groups, who prefer products sharing the features of low price, ease of use and good-enough quality. However, it is not clear who exactly these consumers are. With moderate success of the few successful examples of reversely innovated products in the western world, it creates the need to find out the perfect consumer profile for these products. This becomes more apparent during current recessionary periods, causing consumers to tighten t heir budgets. We analyse in this paper, from a consumer standpoint, behaviour towards these reversely innovated products. We ask whether the current economic climate will cause the purchase behaviour of those consumers, who would not necessarily have considered purchasing products sharing such features, to change or not. Literature Review Introduction Guided by the research objectives, the literature review can be broken down into three major parts; 1. Reverse Innovation and related topics, 2. Consumer behaviour and its influence on market segmentation and 3. Consumer behaviour towards reversely innovated products in western societies. Within stated topics, the literature review, first, describes briefly respective theory, its composition and provides distinct definitions, vital key models and perspectives. Thereby, research objectives of this dissertation and related theories can be clarified and explicitly distinguished from irrelevant literature available. This is specifically applicable to the topic of consumer behaviour and market segmentation with its vast amount of diverse scopes and research areas. Second, it helps to define clear definitions of different innovation models, especially those generating from emerging countries, or the bottom of the pyramid (BOP), etc. Defining Reverse Innovationà ¢Ã¢â€š ¬Ã‚ ¦. Definition History Theory (models, frameworks) Critique in contrast with other theory Analysis = hypotheses (if required) Innovation in general Brief introduction to innovation in general (including history or necessity for business?) Definition of innovation with some scholars explaining it and most popular frameworks (if available) Explanation of reverse innovation Brief introduction to reverse innovation (including origin and necessity) Definition of the theory behind reverse innovation In our paper, we focus solely on developed country multinationals, and this also sets the backdrop for the definition of reverse innovation. Indeed the term stands true only if innovations are brought back to the home (developed) country. Introducing the model of reverse innovation (4 stages of RI) (by vijay) Briefly describe all four stages (maybe I can find another model that can be described as an alternative to vijays model although probably not possible) Explaining the four stages in detail: Chris Trimble defines innovation as any project that is new to you and has an uncertain outcome (1,25). US President, Obama, talks about the need for innovation by US scientists to outdo global competition. However, Vijay argues that this can only be done when scientists stop focusing on innovation in the USA and look elsewhere for dynamic ideas based on consumer needs. Innovation can occur anywhere and Mehmood Khan, chief scientific officer of PepsiCo found that Western doctors discovered in Bangladesh the use of century old local treatment for diarrhoea by cholera. What is innovation? Sustaining Disruptive Incremental Radical Reverse Strategic Architectural Modular Competence Enhancing Competence Destroying Globalisation: Definition -43, 45 History Theory (models, frameworks) (ted levitt) Critique in contrast with other theory 51, 54 Analysis hypotheses (if required) transition to glocalisation 48 unused 33, 46, int., ghamewat Phase 1 Globalization -Multinationals built unprecedented economies of scale by selling products and services to markets all around the world. Innovation happened at home, and then the new offerings were distributed everywhere. Globalisation theory was initially developed in 1817 by David Ricardo in his Principles of Political Economy and Taxation, where he suggests that nations should specialise in the production of those goods and services in which they are most adept. However, this would benefit both trading partners only if certain conditions stayed constant, namely: There should be a balance of trade between the 2 nations so that one does not become indebted or dependant to the other in any way Capital investment should take place in home country and not allowed to move from high wage to low wage country In a sophisticatedly connected information network prevalent in todays world, these conditions do not hold, invalidating Ricardos definition. It is not possible for countries to rely on themselves alone based on their competitive advantage. Global economics is dominated by export intensive countries, thus necessitating the need for increased exports to the rest of the world as the only method for expansion. Reverse innovation, however brings back the learning from foreign countries back to the home country to strengthen the foothold in current established markets of the MNC. The bi-polar world economy dominated by USA and Europe (also Japan), has now become tri-polar with the inclusion of East South East Asia. In terms of market size, USA, Japan, Germany, France, Italy and the UK still dominate, by 2020, China, India, Indonesia, South Korea, Thailand and Taiwan will move up to the top ten. It is easy to see their success already in a multitude of industries (Steel, Consumer electronics, Food, etc. ). This new tri polar world economy suggests the high importance companies must place to these emerging regions. diagram (447886) can be included to underline the change in globalisation Globalisation is one of the most popular buzzwords around not only in the world of business but a term to define the processes of international integration arising from increased human connectivity and interchange of ideas, products and other aspects of culture. Beerkens, 2006, summarises the different definitions and perspectives prevailing on the matter from Marx Engels, 1848 to his own definition in 2004. He postulates that the process of globalisation causes acceleration, massification, flexibilisation, diffusion and expansion of transnational flows of people. It accelerates basic social arrangements (like power, culture, markets, politics, rights, values, norms, ideology, identity, citizenship and solidarity) to become disconnected from their spatial context (mainly the nation state) to create a worldwide interconnectedness between nation states.(beerkens, 2004). This also means that the development on one side of the globe will have consequences on the other. Som prominent exa mples of globalisation include Coca Colas presence in over 200 countries (1, 43) or the restructuring of the automotive industry to adjust to cost differences around the world through relocation of competitive advantage regarding manufacturing, assembling, etc., to the rise in prices of oil in the Western world due to shooting up of demand for it during 2004 and 2006 in India and China. Globalisation benefits XXXXXX. (1, 43) argue that the effects of globalisation are yet to see any slowing down. With standardised national income, media and technology authors adopt the view that consumers would have similar needs and behaviours. For example, communications development (Bradley, 1991:384) and technology development (Ronkainen 1993:167) will bring convergence in consumer markets. McLuhan (1964) talks about a Global Village, where global media and increased travel will bring about convergence in consumer behaviour, values and lifestyles. This is supported by Ted Levitt (1983) who suggest that new technology will cause consumer needs to become consistent, based on his view of consumer rationality and price sensitivity or profit maximising intentions. However, this assumption of nationality is inherently flawed as it does not incorporate cultural contexts (Antonides 1998; McCracken 1989; Sà ¼erdem 1993). There is also small empirical evidence of consumer behaviour convergence based on universal price-minded customers in the micro level (Usunier 1996). Macro level hypotheses is al so disregarded by (Craig, Douglas and Grain 1992, Hollanders, Soete and Ter Weel 1999, Sarkar 1999). As can be easily understood, the scope of this topic is huge, and we shall look at only from an international business point of view. CONVERGENCE but in reality DIVERGENCE XXXXXX Given the ease of controlling expansion possibilities, cost reduction, resources and logistics, MNEs can now strategically disperse activities, including innovation functions in different low cost geographic locations. The motivations for conducting international business include market motives, economic motives and strategic motives. Market motives can be offensive or defensive offensive being the motive to seize market opportunities in overseas countries through trade investments, and defensive being the motive to protect the companys market power or competitive position in contrast to the domestic rivalry or changes in government policies. Economic motives apply when firms capitalise on the inter-country differences in costs of labour, natural resources and capital and taxation, to achieve economies of scale and subsequent higher revenues. E.g. Motorola establishing production facilities in Chinas special economic zones offering lower taxation rate than applicable in the US. Stra tegic motives lead firms to internationalise, capitalising on distinctive resources or capabilities developed at home (e.g. technologies and economies of scale). Firms can increase their cash flow by deploying these capabilities overseas. Firms may also wish to exploit first mover advantages, e.g. Volkswagen which was the second automaker in China, was the first to locate in Shanghai, gaining a monopoly in the market for years. Firms also gain advantage by integrating both vertically and/or horizontally involving different countries. (1, 43) There are several papers suggesting the heterogeneity amongst different markets in the global sphere. Bakhtazmai (2011) postulates that there is a decentralised regulation of markets, and while cosmopolitan nations move towards globalisation, they also reach down to the social local organisations. According to J.H. Mittelman, globalisation is a historical transformation in economy and cultural diversity. Hofstede postulated different dimensions could be used to understand and tackle cultural differences. Differences in product usage and buying motives are correlated with these dimensions (De Mooij 1998, 2000, 2001). Since peoples attitudes related to consumption are based on their values,the differences become more stable and stronger over time. Conventionally international business interprets the term culture to mean national cultures exclusively, but Hofstede (1991:253) has warned against applying national culture dimensions to subnational levels. Bakhtazmai concludes that the pace , magnitude and direction of change caused by globalisation will continue to progress rapidly through technology transfer. Dynamic management (Dowbor, 2001) requires constant adaptation to different segments of social reproduction. Benefits from globalisation may include design, purchasing, manufacturing operations, packaging, etc. making possible standardised facilities, methodologies and procedures across countries. Companies may only tweak a little bit in each area to achieve profits. The process of combining both global and local operations has become known as glocalisation. Yip and Coundouriotis (1991) argue that global strategy usage can possibly help achieve reduced costs, improved quality, enhanced customer preference and combined global resources. To understand the global consumer culture, (1,54) offers an categorization approach by integrating Roschs categorization theory into the discussion of whether consumer cultures globalize, glocalize or localize. The authors suggest that arguments for global consumer culture are made at the superordinate level. Levitt (1983) predicted the demise of local consumer culture, causing debates about viability of globally standardised marketing. Proponents of global consumer culture argue that cross border tourism, labour mobility (Holt et al. 2004) lead to standardisation of consumer demands (Alden et al 1999, Jain 1989). Advocates of local consumer culture argue that LCC remains resilient against such global forces (Jackson, 2004;Watts, 1996). However, meanings associated with the consumption factor are primarily functional or symbolic, causing the strength of the argument for a global consumer culture to vary between glocal and local consumer culture. Ghamewat, P (XX) also argues that the world today is not as globalised as many strategists believe. The world is not flat, he says, his view significantly differing from Thomas Friedman (XX)  [1]  Companies must find ways to manage differences and similarities within and across regions. Globalisation is relatively recent term, starting usage in 1960, however really starting to realise prominent existence since the 1990s. McLuhan, 1964 talks about a global village where people on earth live in a single social place. The local, however has to come to terms with the global. The mutual relationship also means that global is just plural versions of local. Hence, globalisation is always glocalisation (Robertson, 1995) captured as being global, but acting local. Glocalisation Phase 2 Glocalization In this phase, multinationals recognized that while Phases 1 had minimized costs, they werent as competitive in local markets as they needed to be. Therefore, they focused on winning market share by adapting global offerings to meet local needs. Innovation still originated with home-country needs, but products and services were later modified to win in each market. To meet the budgets of customers in poor countries, they sometimes de-featured existing products. Think Globally Act Locally (Glocal) is the at the core of international marketing departments and this defines the portmanteau word glocalisation. Early critics for global standardization talk about consumers needs and interests becoming homogenous, people willing to sacrifice product features, functions and designs, for high quality at low prices and huge economies of scale can be achieved through internationalisation. (1, 34) (1,37) (1, 37) glocalisation as a linear expansion of territorial scales should we include or not? Can also be included in globalisation (motives for globalisation, but we do not mention glocalisation in that stage yet, so unsure) Standardisation versus Adaptation, Homogenisation versus Tailoring these company activities are optimised when a company goes glocal. (1, 38) The term originated from the Japanese word dochakuka meaning global localization (do land, chaku arrive at, ka process of) (1,42) and came into existence with Japanese business practices as they brought their services in the 1980s to the USA (Japanese cars) (1,39; 1,40). The idea was applied to the marketing of products and affects all the Ps of the marketing mix. (1, 40) (1,36). The word glocal was coined by sociologist Ronald Robertson (1995). The erroneous assumption regarding homogeneity has led to firms to believe that their products will be accepted by international consumers. As studies show, their sales get saturated after a point, indicating the differences in consumer behaviour patterns. Company executives have started to innovate locally through learning of the intricacies of the foreign environment where they operate, understanding that this is the only way to leverage their global scale and reach (1, 43). Although most companies follow the notion Think Global, Act Local Glocalisation is more complex (Medeni 2004). Glocalisation was developed as a more holistic solution to globalisation and localisation, which is more sociological. (1, 41) (also glocalisation as a three level system; 1,37) In his paper, Vignali (2001) (1,36) differentiates between globalisation and internationalisation, defining the former as involving developing marketing strategies as if the world is a single entity, through full standardisation. He describes internationalisation however as incorporating customisation of marketing strategies for different regions of the world based on cultural, regional and national differences. This is in line with Levit (1983) who suggest multinational companies and global companies engage in internationalisation and globalisation respectively. (1, 38) Grune (1989) (1, 38) argues that multinationals pursue independent strategies in each foreign market and subsidiaries are essentially autonomous operations generating their own profits whilst finance and marketing efforts being coordinated by headquarters. Global companies operate as integrated systems with each subsidiary depending on the other for operations and strategy. Therefore multinationals localise while globals globalise (!) Globalisation and localisation may seem contradictory, however this mix of strategies are bound to coexist in the future. It takes into account the vast differences in practices, values, standards of living and taxation across the globe. At the core of the standardisation debate stands the argument to what extent, if at all, is it applicable to design, market and deliver existing offerings across national market boundaries (1, 34). The arguments set forth in this paper for glocalisation suggest that a distribution infrastructure is available for realisation of potential economies of scale, through successful global strategies since global market segments exist, as does global economies of scale. Tiplady (1, 35) adds that the situation is a bit complex and that globalisation does not only travel one way from the West to the Rest. The interconnected world allows ideas to transfer between nations and as they get to their new destination, they are adapted to fit the situation, meaning multinationals also learn within emerging country presence. It can be argued therefore, that reverse innovation is a type of glocalisation. Local realities shape these tweaks, for example Wal-Mart in China sells chicken feet and Chinese branded stewed pork ribs, also an indication of utilising local suppliers (tax breaks). (1, 35) Under the set of assumptions that developing countries are engaged in a slow and evolutionary process of catching up with the rich world, both economically and technologically, and they will import what they desire from the rich world, a strategy of glocalisation makes perfect sense. Firms can tap emerging markets by simply exporting lightly modified versions of global products developed for rich world customers mainly lower end models with fewer features. Glocalisation is essentially a simulation of the process of hybridization A process whereby cultural forms literally move through time and space where they interact with other cultural forms and settings, influence each other, produce new forms, and change the cultural settings. (Lull, 2000. P.242). Businesses not engaging in the process can be rejected by host country consumers, as the process of growth within these countries is organic and must happen through integration with the host culture e.g. Wal-Mart in Germany tried to naively reinforce American culture onto Germans, which led to unfavourable results. (1, 40). (1, 41) points out the important role of cutting edge technologies in advanced products and especially consumer electronics in glocalisation. Good for our reverse innovation hypotheses. When Wal-Mart tried entering Central and South America, it discovered it could not sustain by exporting only its existing formula it had to innovate. In his paper, Immelt (2009) (1, 17) suggests that the business model of adapting global offerings to local needs will not be sufficient given the slowdown of growth in rich countries. He suggests companies start reverse innovating, i.e. involve themselves in local innovation and then distributing them globally. He recognises that multinationals can adopt both strategies, there are some conflicts which must be resolved, and otherwise, emerging country multinationals, with good local knowledge will destroy giants like GE. Reverse Innovation As lastly described, due to the increasing potential of the consumer market within the poor people of emerging markets, MNEs have to start focussing more on these groups of customers. However, because of the drastic divergence in preferences Vijay argues that adaptation will not be sufficient anymore to cover the resulting differences. He defines the following gaps as the main reason of differentiating preferences. Performance Gap Customers in emerging countries have lower incomes than their contemporaries in the developed world. This causes them to demand products that deliver a lower performance from products, however at a much lower price/performance ratio. Infrastructure Gap The developed world has superior infrastructure, e.g. power, water supply, logistical solutions, political institutions, etc. These are all still under construction in the developing world and require some time to reach (or even surpass) the levels in the developed world. This means that consumers in poor countries require products that do not rely on dependable infrastructure. The implication for improved innovation from this gap is that these poor countries will adopt technologies that have either been proved to be useful in the developed world, and also technologies that are better. For example, wireless technology in India is sometimes more sophisticated than developed countries. Sustainability Gap Poor countries face stringent sustainability constraints, for example, India faces the threat of increased carbon emissions from its numerous industries. Problems such as these necessitate environmentally friendly products, which are often innovated locally, e.g. electrical cars in China, biodegradable energy (reference). Regulatory Gap Regulatory structures in developed countries are more sophisticated and require companies to go through a lot of bureaucracy before they may establish new innovations. Thus, emerging countries see regulatory hurdles quickly being passed through. This may also be due to the fact that emerging country governments want more solutions to solve their problems of high population, low education, poor healthcare, etc. Preferences Gap Tastes and preferences are different based on values and culture. Companies must be innovative to address these needs, and this requires a clean state assessment of the customers needs. Vijay argues that it becomes almost impossible to fill these vast gaps with the strategy of adaptation and essentially glocalisation. Thus, MNEs have to start from scratch utilising a clean slate approach for innovation, which is essentially part of the stage local innovation. The first out of two stages within the reverse innovation process. Mentioned gaps inhere the differences in views, traditions, cultures and experiences between the western rich world and the developing world with lower average income (Gobble, 2012). A good example of failing in an emerging market due to a glocal strategy, provided by several scholars (reference), is the failure of General Electric in the medical equipment sector. Describe book example_international business_page 28. Local innovation, as described by Vijay, functions as a bridge to overcome these differences. Immelt (2009) suggests companies to start the process with a multinationals focus on developing countries, innovating products in the country, for the country. They take a zero-based (or a clean slate) assessment of customer needs, as opposed to the notion that consumers will adopt the companys products which have been slightly altered for them. In this stage, the company can pool together its resources from around the world to innovate the most appropriate product for the local customer. This approach is into contrast to the existing glocal strategy where products are being globally standardized and designed from home and only marginally adapted to the local customers needs afterwards. Local innovation requires changes in the organisational structure, to include board of directors with individuals with superior understanding of emerging market needs. Leaders must understand that Stage 1: Local innovation Starting to realise that their glocal strategy was not suitable for the Chinese market anymore, GE created a low cost, portable ultrasound machine called the GE MAC 400. GEs conventional ultra sound machines were sophisticated, but very bulky and quite expensive, affordable by a select few in the emerging world. In 2002 GE launched this product in China combining a regular laptop with sophisticated software, selling for $30000. In 2008, this product was re-engineered and the new model sold for $15000.This new product is less than 15% of GEs contemporary offerings, and it was highly successful in emerging economies. This caused the mental map of GE to shift from the Triad (USA, Europe Japan) to the rest of the world  [2]  , and also initialised the idea of reverse innovation (taking learning back to the developed world)- Although local innovation might indicate an ultimate strategy to capture the entire potential customer population from BRIC countries like China and India, it does fulfil its role only partially. Vijay defines his theory being applicable to the middle- and especially low-end segment in the emerging markets. In the past, they have been neglected by western MNEs due to their focus on the high-end customer segments in emerging markets when utilising glocalisation. The low-end segment is providing an increasing opportunity for MNEs as it consists out of 4 billion people world-wide. Prahalad (2007) defines them as the bottom-of the pyramid with a purchasing power parity of approxamitely 5$ trillion dollars. Bottom-of the pyramid articles To meet the differences in customer preferences, different authors have identified similar theories about the product specifications needed. One theory isà ¢Ã¢â€š ¬Ã‚ ¦.(different theories such as inclusive innovation, catalytic,à ¢Ã¢â€š ¬Ã‚ ¦) explain inclusive, catalytic, grass roots innovation, below the radar innovation, appropriate technology, inclusive business, jugaad/ frugal innovation (focus on the last for our first major hypothesis) Factors identified by Prahalad: Affordable Products Emerging nations cannot afford goods priced for the US and Western Europe, which pushes companies to find inexpensive materials or manufacturing options. 2. Leapfrog Technologies Developing countries lack 20th century infrastructure and so have fast- forwarded to newer technologies such as mobile phones or solar energy. 3. Service Ecosystems Entrepreneurs in emerging markets often must rely on natural conditions and, therefore, should aim at building more eco-friendly products and services. 4. Robust Systems Emerging markets require products that work in rugged conditions. A gadget sturdy enough to survive monsoons in India is most likely to handle weather conditions in western countries also. 5. Newer Applications Customers in eme