Organizational Vision and Visionary Organizations

Upendra Gupta 28-NOV-12 Organizational Vision & Visionary Organizations (Summary) Purpose of the Article: In this article authors presents the importance of vision statement and framework that help any organization in order to achieve successfully and all stakeholders involved focus for targeting common goals. It also shows the importance and need of framework that’s required for organization vision. Most of the organizations focus on vision in order to fulfill their mission statement.Normally all of these vision or mission statements contain so many inspirational words that attract not only employees but outsider investors as well. Organization Vision is something is that’s required compelling, guiding force for mission statement. Terminologies: * Guiding Philosophy: It’s the starting point of vision frame where organization vision focuses on decisions, policies and actions for all phase of evolution. It resides in the background, ever-present and in the woodwor k and it is deep and serene. Core values and Beliefs: These are the organization's basic precepts about what is important in business and life, how business should be conducted, its view of humanity, its role in society, the way the world works, and what is to be held inviolate. It may be focused about customers, people, products and management ; business. * Purpose: It is second part of guiding philosophy and in the woodwork of the organization and is not set or created as much as it is recognized or discovered. * Environment: It serves a moderating role in the translation of purpose into mission.By its very nature, guiding philosophy is generated relatively free of current environmental conditions—it comes from within people. Missions, on the other hand, will be affected by the environment—they are affected by timing, trends, technology, and other external factors. * Tangible Image: Its second major component of vision framework. It is in the foreground, focusing peo ple's attention on a specific goal and also a bold, exciting, and emotionally charged. * Mission: It is a clear and compelling goal that serves to unify an organization's efforts.Mission can be set by 4 approaches: Targeting, Common Enemy, Role Model, and Internal Transformation. * Vivid description: It is an organization’s opportunity to express in detail what it will feel like to achieve their goal. It represents a vibrant, engaging, and specific description of what it will be like when the mission is achieved and provokes emotion and generates excitement. Major Findings or Arguments: * Report what was actually found to be true: Articulating an effective corporate vision can be difficult. However, it’s positively mentioned by author in the article.He advised how and why vision and impudent goals are at the core of â€Å"the stable great company† and reveals the evolution of the visionary organization. He also describes a framework for expressing a vision for y our company. There is significant relationship between visionary major components called guiding philosophy and tangible images. Both of the components also have other elements that pay a key role for vision framework. Author presented few examples like Giro sport design and Merck pharmaceuticals that shows real strength of core values and beliefs along with proper illustration of entire vision framework in actions.Overall, guiding philosophy of the organization becomes operationalized in the tangible image, and it takes organization's expected future environment into account. In Sense, environment serves a moderating role in the translation of purpose into mission. * Criticize them by your own thoughts: I believe that organization creates vision keeping in mind of people interest and deviate the purpose and mission organization supposed to achieve. Balancing act amongst all the components for vision frame needs to align keeping in mind of people, customers, about products and manag ement & business.Organization shouldn’t just concentrate on nice vision or mission statement but also focus on meeting the target by good mean. They should always keep in mind core values and beliefs as it’s important as per any individual perspective and affects a lot if not met under guideline. I also think that a unified organizational vision helps an organization may provide direction and purpose of our core values internally and externally, in a well-articulated and easily understood way Encourages team sprit by building loyalty through involvement and shared commitmentOrganizations need to understand that mission should not be mixed with its purpose. Mission should have finite end line and purpose should be broader way to get next mission of the organization. Few of the organizations like ford and NASA had suffered where their mission met early and nothing was target for later. Authors mentioned that missions should not be limited by the constraints of strategic analysis. Its setting should be proactive, not reactive and strategic analysis should be done after not during the mission-setting process.Without a strong vision, strategic plans might not be properly executed since there is no guiding principle or over bending plan. Methodology As part of the understanding the vision, total 75 organization of small or big, young or Old and for-profit and not-for-profit are chosen that have influenced the development of vision framework. 20 of them are picked up by CEOs of top leading companies for the study that has most visionary organizations that have behaved in visionary ways over long periods of time.Complete analysis done based upon vision provided and achieved by most of the successful organization as how they established their vision and last for 100 years and so. Application of the research: I think this study will be helpful for the organizations who want to present facts through their vision or mission statements. It gives proper guidel ine how it may impact the organizational growth if vision framework components are properly aligned as per market needs and doesn’t satisfy truly organization common goals.Nevertheless, it is clear without a vision statement, an organization's performance and culture would be similar to a ship without a wheel. Organizational vision brings a sense of purpose to an organization. A vision statement acts like a filter which enables the people and management decide what to do and more importantly what not to do in their everyday work life. Questions: 1. How does organization vision gets impacted if leader of the organizations quits and original vision was prepared by him/her? 2.What are the other features than vision framework that distinguish visionary organization? 3. Will this organization vision framework be applicable to each and every country in the world? If not then how will it differ? References: 1. Article 7 Collins_Vision_1991 2. http://www. leadershipreview. org/2008fa ll/article1_fall_2008. asp 3. http://www. scribd. com/doc/109265760/Correlation-Between-Organizational-Thinking-amp-Strategic-Vision 4. http://www. help4nonprofits. com/NP_Bd_MissionVisionValues_Art. htm

Soldier’s Home

In Ernest Hemingway’s short story, â€Å"Soldier’s Home†, a young man named Krebs is unable to relate to his mother and home life after he returned from the First World War. After Krebs saw death and destruction in the wars most bloody battles, he returns home where his parents try to get him back to his normal routines. His view of the world has changed drastically since the war. He no longer feels love in his heart and cannot lie to his mother when she asks if he loves her. One of the famous lines Hemingway wrote, â€Å"Krebs looked at the bacon fat hardening on his plate.† Like bacon his heart has been hardened by what he had seen in World War I and he knew he must get far away from his parents to be able to get his life back in order. Harold Krebs after graduating from a Methodist college in Kansas enlisted in the Marines in 1917 and did not return to the United States until 1919. While at war he saw many tragedies that changed his life forever. When he returns home he does not get a heroes welcome because many had returned before him. At first Krebs did not want to talk about the war but later on when he felt the need no one would listen. He spent his days reading, walking and admiring the girls but a lot had changed since he had been gone. He thought about going out with some of the girls he used to know and remembers the girls he knew overseas but finds, â€Å"the young girls had grown up. But they lived in such a complicated world with already defined alliances and shifting feuds that Krebs did not feel the energy or courage to break in it.† Krebs has a hard time relating to his parents and he finds himself not wanting to go watch his sister play ball. The climax to the story is when Krebs's mother asks, â€Å"Don't you love your mother, dear boy?† and he answers, â€Å"No†. Even though he had been feeling unhappy, useless, and out of place since he had returned from the war, he had been drifting along, going through the motions. He had been stagnating, spending his time sitting on the front porch, reading, trying â€Å"to keep his life from being complicated†. The final conflict with his mother forces Krebs to face the fact that he cannot stay. He lies to his mother to make her feel better after he has hurt her with the truth, but is â€Å"sick and vaguely nauseated† by his duplicity. As his mother prays over him at the end of the story, Krebs resolves to go away to Kansas City and start his life again, away from the home and family to which he can no longer belong. In the story, â€Å"Soldier’s Home† it is told from the third person narrator point of view. Hemingway, having been a former journalist is able to show how distant Krebs is because of being the type of journalist who is detached just like Krebs was detached by his experience in World War I. As Hemingway writes he shows how Krebs holds his emotions in that he knows his mother will not understand. When Krebs calls his mom â€Å"Mummy† he is trying to comfort her by acting like a child. At the end Krebs makes a decision to leave and go to Kansas City because he feels he may not ever reconnect with his family. Harold Krebs is a man who has gone through a life-changing event and has experienced many consequences made by his own choices and decisions. He then has to come to the understanding that he has to try and rebuild his life as he knew it. Things weren’t working out at his family’s house so he decided to move to Kansas City where he would get a job. This war was a hundred years ago and Krebs came back and had no clue what to do with his life when he got back. The same thing goes for the soldiers of the war in Afghanistan they see so much that traumatizes them that they do not know how to act when they are around their families. Soldier’s Home In Ernest Hemingway’s short story, â€Å"Soldier’s Home†, a young man named Krebs is unable to relate to his mother and home life after he returned from the First World War. After Krebs saw death and destruction in the wars most bloody battles, he returns home where his parents try to get him back to his normal routines. His view of the world has changed drastically since the war. He no longer feels love in his heart and cannot lie to his mother when she asks if he loves her. One of the famous lines Hemingway wrote, â€Å"Krebs looked at the bacon fat hardening on his plate.† Like bacon his heart has been hardened by what he had seen in World War I and he knew he must get far away from his parents to be able to get his life back in order. Harold Krebs after graduating from a Methodist college in Kansas enlisted in the Marines in 1917 and did not return to the United States until 1919. While at war he saw many tragedies that changed his life forever. When he returns home he does not get a heroes welcome because many had returned before him. At first Krebs did not want to talk about the war but later on when he felt the need no one would listen. He spent his days reading, walking and admiring the girls but a lot had changed since he had been gone. He thought about going out with some of the girls he used to know and remembers the girls he knew overseas but finds, â€Å"the young girls had grown up. But they lived in such a complicated world with already defined alliances and shifting feuds that Krebs did not feel the energy or courage to break in it.† Krebs has a hard time relating to his parents and he finds himself not wanting to go watch his sister play ball. The climax to the story is when Krebs's mother asks, â€Å"Don't you love your mother, dear boy?† and he answers, â€Å"No†. Even though he had been feeling unhappy, useless, and out of place since he had returned from the war, he had been drifting along, going through the motions. He had been stagnating, spending his time sitting on the front porch, reading, trying â€Å"to keep his life from being complicated†. The final conflict with his mother forces Krebs to face the fact that he cannot stay. He lies to his mother to make her feel better after he has hurt her with the truth, but is â€Å"sick and vaguely nauseated† by his duplicity. As his mother prays over him at the end of the story, Krebs resolves to go away to Kansas City and start his life again, away from the home and family to which he can no longer belong. In the story, â€Å"Soldier’s Home† it is told from the third person narrator point of view. Hemingway, having been a former journalist is able to show how distant Krebs is because of being the type of journalist who is detached just like Krebs was detached by his experience in World War I. As Hemingway writes he shows how Krebs holds his emotions in that he knows his mother will not understand. When Krebs calls his mom â€Å"Mummy† he is trying to comfort her by acting like a child. At the end Krebs makes a decision to leave and go to Kansas City because he feels he may not ever reconnect with his family. Harold Krebs is a man who has gone through a life-changing event and has experienced many consequences made by his own choices and decisions. He then has to come to the understanding that he has to try and rebuild his life as he knew it. Things weren’t working out at his family’s house so he decided to move to Kansas City where he would get a job. This war was a hundred years ago and Krebs came back and had no clue what to do with his life when he got back. The same thing goes for the soldiers of the war in Afghanistan they see so much that traumatizes them that they do not know how to act when they are around their families.

St. John Bosco (1815-1888)

A man with a vision, with an awareness of the good that lives in people, with an ability of dreaming dreams of beauty for those he met along his way, this is John Bosco. St. John Bosco (1815-1888) was born to poor parents in Recchi, Italy, the Piedmont area of northern Italy. When John was two, his father died prematurely. As a boy, John lived on a farm with his family doing the only thing they knew how, farming. Poverty and a lack of formal education in the home did not stop the growth of John Bosco as a person. His mother was for real, realizing the importance of God in life. This friendship with God became powerful and slowly John prepared for the priesthood. In 1841 at the age of 26, John was ordained priest at Turin, and immediately gave himself to that work, finding shelter for neglected youth and instructing them in religion. He was now ready to make his contribution toward the poor and homeless. He rented an old barn in a field which he called â€Å"The Oratory.† This was the first of many oratories John Bosco founded for helping poor boys who needed a home. He believed that prayer and Holy Mass and Communion and confession are the best ways for children to attain a sense of personal responsibility. In a short time, other priests joined him in his work and by 1852 they were caring for over 600 boys. John dealt with them by using a minimum of restraint and discipline, lots of love, keeping careful watch over their development and encouraging them personally and through religion. John†s preaching and writing, as well as the charitable support of wealthy and powerful patrons allowed for expansion of his work. The need for dependable assistants led to the founding of the society of St. Francis de Sales in 1859, and it continues to work today. To provide similar care for the poor and neglected girls, John Bosco founded, in 1872, the Daughters of Our Lady, Help of Christians. The life of St. John Bosco was full and his zeal contagious. He never got tired of talking and writing about his work for the young and their care. On this feast day the Church has chosen for the Office of Readings an excerpt from one of his letters. It expresses his concern and is applicable for our time when children suffer from neglect in broken homes and in less than ideal welfare situations. John wrote: â€Å"If we wish to appear concerned about the true happiness of our foster children and if we would move them to fulfill their duties, you must never forget that you are taking the place of the parents of these beloved young people. I have always labored lovingly for them, and carried out my priestly duties with zeal. And the whole Salesian Society has done this with me. Juggler, magician, acrobat, tailor, teacher and writer, John Bosco became all of these in his efforts to lead boys and girls to God. A prayer was the price of admission to his shows; a friendly contest to match skill or strength was his answer to the hoodlums who laughed at him. As a priest he was known as Don Bosco and built churches and schools. John Bosco would be pleased with the concern that the Church has today for education. This concern is expressed in the II Vatican Council†s Decree on Christian Education. John Bosco died on January 31, 1888 and was canonized in 1934 by Pope Pius XI. His work was continued by a group of dedicated people called the Salesians. His feast day is celebrated on January 31. St. John Bosco is honored by us as an outstanding teacher and father to the young, and we ask that we be filled with love like his.

The impact of technology in India Research Paper

The impact of technology in India - Research Paper Example The main industries, according to Bakshi, that deal with the trade are IT services, online businesses, and services dependent on IT and software/hardware sales. Combined with a consequential growth in skilled labour, the industry has immensely grown in size and potential. Agriculture is an area that has been touted to receive much benefit from the advancements in technology. This has been due to initiatives that assist farmers in disseminating information regarding their merchandise in real time. Linking the locals to the Internet provides them with information about price in timely manner; they get more on farming practices and execute more transactions without having to deal with intermediaries. Such factors combined lead to a transformed and thus a more sustainable chain of production that is beneficial to the farmers as well as the end users. Research has shown direct gains from online trading to buyers and sellers of agricultural products (Banker and Mitra, 2005). There have been significant positive impacts on yields as a result of technology. Bennet, Ismael, Kambhampati and Morse (2004) were able to clearly show the positive impacts brought about by genetically modified cotton and the better economic performance of the product on coffee farmer s in Maharashtra, India. The authors found out high yields on the genetically modified type as compared to the normal cotton. Profit margins were higher on this strain due to respective reduction in costs of production. Other than the direct economic indicators like agriculture, as observed, technology has also affected the Indian culture. Globalization has resulted in increased communication channels between unlike cultures. The increased propensity to communicate between the different cultures has resulted in local influence to such issues as the degree of choice to study, study habits and much more. Globalization of technology has brought about changes in dressing habits amongst

Environmental Management Systems Essay Example | Topics and Well Written Essays - 2250 words

Environmental Management Systems - Essay Example To understand its ramifications a company has to systematically consider all the factors driving the complex relationships between its business model and the environment and how it affects the company's competitiveness and the balance sheet. Effective environmental policies and programmes need to be worked out and put in place. Environment Management System (EMS) is an operational tool for managing these impacts on an organisation's activities on the environment (Australia 2007)1. It provides a platform for a structured approach to planning and implementing environment protection measures. An EMS integrates environmental management into the company's daily operations, long-term planning, quality control systems and finally end up in the Annual Report. Today computers have pervaded and revolutionised all sorts of office work. Paper and white-collar offices are becoming things of the past and have been replaced with network infrastructures and functionality has shifted to the Internet, automation and e-business solutions. Computers bring efficiency and allow reduction in staff and office space at the same time copiously enhances volumetric capacity of data storage and simplifies retrieval of information. Clearly, this transformation has environmental and social benefits such as reduced consumption of paper has revitalized forest resources. Video conferencing has reduced travel, saving both money and time. All such repositioning forms part of EMS. An effective EMS can assist an organisation to: Minimise environmental liabilities and demonstrate good corporate practices and ethics. Maximize efficiency in utilising resources and reduce waste. Inculcate environmental concern among its employees to gain a better understanding of the environmental impacts of the work they are involved in. Stay on course with efficient operations to achieve corporate motive of increasing profits without compromising environmental concerns. Organisations can use EMS to ensure that their performance is within regulatory requirements, and prepare ahead of more stringent regulations that might be necessitated in the future. Case Studies It will be appropriate to study implementation of some successful EMS by big and small organisations. In some case studies analysed below we find how some corporate giants and local government bodies have effectively introduced EMS standards and are successfully evolving them. We also see how brutalities on nature by some big players are brought to justice through community movements and without management commitment EMS is not always a win-win situation. Konica Minolta Model Konica Minolta, the Japanese multinational giant involved in imaging and office solutions business, is successfully implementing environment friendly policies in their large network of establishments around the world (Report, 2005 p.18) 2. Some of the measures they have beneficially introduced are: By minimising product size and weight the company not only conserved in-put resources but also scaled down requirement of transport. They further improved upon it with design cameras and digital multi functional devices and came out with new greener models

Accounting as the Production of Financial Data in an Organization Essay

Accounting as the Production of Financial Data in an Organization - Essay Example This paper describes such authoritative sources required in the field of accounting. Among the four source genres, professional associations or credentialing associations often stand out as the most credible and authoritative sources of information on accountancy. This comes as a result of these associations offering membership to several professionals in the accounting field. In addition, these associations set the professional and ethical standards required of all the individuals in the field of accountancy. Professionals associations involve themselves in enlightening members through seminars, conferences and workshops. Moreover, many of these associations produce publications such as scholarly journals and periodicals made available to members of the association and to the general public. Therefore it becomes evident that even though all genres serve as credible sources of information on accounting, professional associations stand out more. The American Institute of Certified Public Accountants (AICPA) is a professional association of Certified Public Accountants. This association stands out as an authoritative source of information on accounting due to various reasons. First, AICPA’s history runs back many years to its founding year in 1887. Therefore, its existence spans 125 years (AICPA website). Having existed for such a long period of time makes the association credible since a record of the association’s activity for all those years prove its authority over other associations whose lifespan is shorter. AIPCA boasts its large membership of around 386,000 Certified Public Accountants. The body gets acclamation as an international body since members of the association consist of individuals from 128 countries around the world. In addition, the members of the association are associates in a  variety of disciplines, among them student affiliates, education, government, public practice, and international associates. This proves that AICPA hosts a very diverse group of associates.  

Personal response Assignment Example | Topics and Well Written Essays - 250 words

Personal response - Assignment Example When both male members of her family showed their concern over her relationship with Hamlet, she defends her love for Hamlet but follows the counsel of his father seeing the wisdom in his argument (Act I, Scene III). During her time, women were not allowed to have discourse with men. They merely followed. Ophelia’s discourse with Laertes and her father shows a woman who fights for the man he loves but it also shows a woman who can see reason and wisdom in her father’s arguments and that is why she obeyed him. Who is Ophelia? She is a woman who knows how to love and fight for her loves. She is reasonable and recognizes wisdom. She is a woman of strength and substance. She knows her duty. During those times Honor meant more than riches. In her need to protect her family’s honor she drowned herself. She could not contain within herself the thought of her fathers’ death – he died avenging her dignity and honor-- that she killed herself. Tragic! It also aims to scorn men for looking at women as mere toys and possessions. This is the Ophelia I

Proposal #1 Research Example | Topics and Well Written Essays - 500 words

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CONTRACT LAW COURSEWORK Case Study Example | Topics and Well Written Essays - 2000 words

CONTRACT LAW COURSEWORK - Case Study Example In the case in question simple contract applies as there was no formal legal document executed between the two parties; rather, this case belongs to the later, a simple contract as "Contracts which are not deeds are known as simple contracts. They are informal contracts and may be made in any way - in writing, orally or they may be implied from conduct" (Introduction to, n.d., n.p.). Another distinction in this particular case is that it can further be classified as a Unilateral Contract. This is demonstrated through "A's" booking of hotel accommodations from the Scarborough Hotel (Hotel) via there website with the understanding that the two-week stay booked by "A" would be at a price of 200 pounds a night. The first area of contention arises at this point as "A" was unable to complete the transaction online and instead printed a copy of the booking and posted it. This point will be thoroughly discussed in subsequent paragraphs. The first area need to be considered is that of validit y - ensuring all the requisite elements are present to ascertain if, in fact, there was a legally binding contract. The first test of validity lies in determining if there was an offer and acceptance. The first of this two-pronged question is to ascertain if there was an unconditional offer of acceptance. When "A" inquired from the Hotel as to room availability at 300 pounds per night, Hotel responded via e-mail that they would make a room available to "A" during the timeframe request at 200 pounds per night. The question here is an online e-mail, which is a valid form of communication with regard to contractual law. Although there has been no legal ruling as to the validity of email correspondence in contractual law: "In Standard Bank Ltd. v. Bank of Tokyo [1995] 2 Lloyds Rep 169, Waller J. had to consider whether three letters of credit issued by tested telex at the instigation of a fraudster who had somehow got access to the issuing bank's tested telex department, were binding upon the issuer." (Nash, 1998) The finding here was that the use of a telex even though electronic in nature did meet the test of validity for a valid offer. That being said it would stand that the electronic offer made by the Hotel was an unconditional offer. Therefore, the first point was valid an offer had been made. "The general rule under English law is that an offer is not accepted until acceptance is communicated to the offeror." (Baker & McKenzie, n.d., n.p.) However, in this case "A" was unable to unable to send on-line booking form. Instead he filled in all the details, including the 200 pound price per night, printed the document, and posted it. Baker and McKenzie however went to on to state that "The major exception to the above general rule on acceptance concerns acceptance by post. In this case, acceptance takes place when the acceptance is posted and not when it is received by the offeror. The "postal" rule means that, even if a postal acceptance does not reach the offeror, the contract will already have been made and the offeror will be bound to perform its obligations, provided the other party can prove that it posted its letter of acceptance." (n.p., n.d.) Yates v Dalton 1938 ELD 177; (1) Cape Explosive

Strategic Management Assignment Example | Topics and Well Written Essays - 3750 words

Strategic Management - Assignment Example With the imminent move toward internationalisation and liberalisation of industry, organisations need to be equipped with the rapid alterations in the business forces. Hence, every company require adjusting with the varying demand of customers as well as variations in the business environment. It is in this context that change is the response of business and other economic occurrences. Change is the procedure of administrative awareness, selection of alternatives and implementation of new or modified functions where managers view certain actions taking place, representing the requirement of change (Rashid & et. al., 2004). The change procedure in modern organisations is exclusive from every perspective owing to the differences prevailing in terms of the culture, i.e. the type of trade, the working environment, the values and principles, the administration and leadership style and the behaviours as well as approach of current employees. Additionally, there is risk of failure as people are generally observed to behave as resistant to the change being implemented or even those which are occurring spontaneously. For some people change can give pleasure, bliss and benefits, while for others, change can bring discomfort, pressure and difficulties (Rashid & et. al., 2004). Among all other factors, the most influential aspect which can create a vast impact on change is the organisational culture (Rashid & et. al., 2004). With due consideration to these prospects, the paper assesses how organisational culture creates an impact on the manner organisational change is embraced or resisted by the employees. Defining Organisational Culture The conception of organisational culture is extensively used in modern day organisations in order to define the environment and working practices which have been developed in order to manage the employees and at large preserve the smooth commencement of business operations. IT is in this context that organisational culture encourages moral e amid employees and statement of principles of a particular company. It is the duty of leaders being the prime executers in an organisation, to develop an effective culture according to the working procedure. It is also their sole responsibility to extinguish a particular culture when it becomes obsolete (Donnell & Boyle, 2008). Culture in any organisation provides the feeling of distinctiveness and defines the organisational traditions, customs, principles, meanings, values, standards and the way determined objectives are achieved in organisations. The culture summarises the positive performances and traditions which was worked in the past. These performances are accepted by long-serving employees in an organisation. Furthermore, the foremost concern a new employee acquires about an organisation is the culture. Culture remains in organisation and becomes a part of its conventional manner of conducting works. Over the years, organisations also develop standards, i.e.

Most serious hindrance to international cooperation regarding human Essay

Most serious hindrance to international cooperation regarding human development, climate change, and resource depletion - Essay Example At one end China is becoming the manufacturing hub of world’s big industries and at the other end, the role of China regarding climate change has become more important on international screen. In fact the process of internationalization and globalization has made the international cooperation through suitable channels a necessity for the economies. However, international cooperation which deals with the development in different fields of life has itself become a global issue. There are various concerns and problems which hinder the progress of international cooperation especially regarding human development, climate change and resource depletion. Much has been achieved through international cooperation however, many economies remain off track. It is very significant to learn the factors which have been contributing to hinder the progress of international cooperation especially in the area of human development, climate change and resource depletion. The world economy is a build ing block of various social classes which differ based on their income levels, races, religions etc. To reduce the conflicts and to ensure the sovereignty of every nation, the nation-state system has been introduced however; the increasing globalization is contributing to the unification of world. The major reason which is generally considered to be the major source of hindrance in international cooperation is the self-interest of every nation. When these interests conflict, the issues of inequalities and sovereignty become dominant. The developing countries in the pursuit of expanding their economic activities give very low priority to climate change and environment conservation. Therefore, the approaches which are being used by developed states cannot be used in the developing states and the collaboration gap expands. Dvorsky (2010) has identified the five reasons because of which the Copenhagen Climate Conference failed. He has identified that nation states do not like to be told what to do. Therefore, the economies who consider â€Å"maintaining trade balance† as their top priority and â€Å"climate change† as their last priority cannot change their priorities after an international conference on climate change. The cultural conflicts between the developed and developing states largely hinders the international cooperation especially regarding human development. Japan is actively involved in international cooperation regarding human development through technical cooperation and educational cooperation. From Japan’s perspective international cooperation in education is important because education shapes the foundation of an individual and at large foundation of a nation thereby, contributes to economic and social development. On the other hand, Kenya society identifies the various differences between modern education introduced by colonial government and traditional education formed by tribal societies. These differences are related to objectives, methods, contents and attitudes between two educational systems. The government of Kenya took this matter very seriously as it was increasing cultural conflict in the society. Like Kenya, the other countries which have been forced to adapt the modern education system have faced such cultural conflicts

Coffee Shops Essay Example for Free

Coffee Shops Essay Whenever I am in need to study or just want to find a place to hangout, what instantly springs to my mind is a coffee shop. There are many different coffee shops around me, but only one is my absolute favorite. My favorite coffee shop is Beca House. Beca House is a locally owned business and is only about twelve minutes from my house. It is the coziest little nook, where I usually spend my mornings before class eating breakfast and drinking my favorite espresso coffee drink. After all, coffee is the best way to wake up and get the body moving. As I walk into Beca House every morning, the strong bitter aroma of ground coffee beans drift through the air, soaking into my clothes as I make my way to the counter to place my order. The smell was circulating because the coffee bar is located near the left side of the shop. The first attraction for me was the baked goods. They are tidily placed in the transparent glass cabinet, lining up and waiting for me to eat them all. There were all different types of baked goods like muffins, streusels, cheesecakes, cookies, and biscotti’s. Up above near the ceiling of the bar, there were an assortment of coffee beans packed into brown bags. The barista takes my order, large campfire frappe, double espresso. On a cooler day, I order a hot vanilla cappuccino. The delicious smell of coffee generates from the espresso machines. There is also a blackboard on the counter near the menu with a quote written with chalk that will change from day to day. The barista hands me my custom beverage order, and I stroll back to the front of the coffee shop to find a place to get comfortable. All along the walls of the shop are strategically placed vintage paintings and inspirational quotes. Dim lights shine on the spaced out vintage furniture, making for a very soothing and quiet atmosphere. No two pieces of furniture are the same, big couches, small wooden chairs, dark colored pillows, and rustic end tables. I like admiring this type of environment: soothing and calming, yet still inviting. In comparison to most restaurants, coffee shops are by no means a noisy place. The sound of chatters and laughter blends together with the background music playing around the shop, and the volume is set at a medium tone. Coffee shops provide a comfortable, yet sociable gathering spot for people of all ages. I often find peers of my own studying for big tests, writing papers, or maybe just reading a new book and relaxing. The Beca House is my favorite part to my day. I cannot start without it. Even on days that I do not have class, I find myself getting my daily cup of coffee at the crack of dawn, just before work. Stopping at Beca House has become part of my daily routine, and I do not see it being cut out any time soon. I know I go there a lot when the barista’s know my order when I walk through the door. There’s something so perfect about it being just me, my thoughts, and my morning cup of coffee.

Customer Retention Tools Used By Public And Private Banks Marketing Essay

Customer Retention Tools Used By Public And Private Banks Marketing Essay Customer retention is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A companys ability to attract and retain new customers, is not only related to its product or services, but strongly related to the way it services its existing customers and the reputation it creates within and across the marketplace. Customer retention is more than giving the customer what they expect; its about exceeding their expectations so that they become loyal advocates for your brand. Creating customer loyalty puts customer value rather than maximizing profits and shareholder value at the centre of business strategy. The key differentiator in a competitive environment is more often than not the delivery of a consistently high standard of customer service. Private and Public Banks Banks have been broadly divided into private and public. A private bank is that in which there are but few partners, and these attend personally to its management. A public bank is that in which there are numerous partners or shareholders, and they elect from their own body a certain number, who are entrusted with its management. he business of banking consists chiefly in receiving deposits of money, upon which interest may or may not be allowed; in making advances of money, principally in the way of discounting bills; and in affecting the transmission of money from one place to another. Banks in metropolitan cities are usually the agents of the banks in smaller communities and charge a commission on their transactions. The profits of a bank are that portion of its total receipts including discount, interest, dividends, and commission which exceeds the amount of the expenses. List of Private Banks in India Bank of Punjab Bank of Rajasthan ICICI HDFC Centurion bank IndusInd bank Federal bank UTI bank Jammu Kashmir bank South India bank Karnataka bank List of Public Banks in India Allahabad bank State bank of India Punjab National bank Punjab Sind bank Bank of Maharashtra Bank of India Canara bank UCO bank Central bank of India IDBI CUSTOMER RETENTION TOOLS USED BY PRIVATE BANKS Social media major customer retention tool in private banks: To retain more and more customers private banks use social media. In this in case of responding to customers social media is a powerful retention tool. In this before contacting to customer service department, customers can go online and can get information regarding anything. Bank world relationship -personal banker To retain the customers private banks started bank word relationship in this they will do: they will assign special persons to a group of clients in which clients can mail to these persons for personal help and financial advice. Keep customers informed In this to retain their customers they have started their customers informing about latest schemes and offers and necessary information. For informing the customers banks send letters, e-mails, make phone calls and send messages on their mobile phones. Contest for customers For existing customers to retain them they have started to reward customer loyalty by running a customer -only competition or contest. In this the entry is free and automatic for existing customers and publicises the results in newsletter and website Offers related or complementary products Banks are providing complementary products or services to their customers because this helps them in retaining their customers. Anniversary offer In this banks are providing special anniversary offers one year exactly after the customer first came to banks. Employee motivation Employee morale and motivation plays an important role in customer retention. A demoralized employee tends not to listen to customer and in turn can turn away a good customer off. Empowerment of people, investment in soft skill/product and other relevant trainings and right technology to monitor the results need to be employed. Incentive schemes along with right compensation across the spectrum of staff from front office to marketing leading to documented evidence of improvement in customer retention and satisfaction leads to long term profitability and loyalty. This will also require management buy-in and commitment. In the long term loyal and motivated employees lead to more business and satisfied customer. Banks need to strive to make each employee a brand ambassador for the Bank. Managing customer complaints Customer complaints are identified by a number of ways in private banks: such as customer complaint box, written form, verbal form.. Customers usually make complaint about their problems telling the relevant person in the bank. Complaints are managed by taking quick actions. This helps in the retention of customers. Relationship Managers (RMs) The concept of Relationship Manager (RM) is used in the banks. The job of RM is generally performed by the branch officers. The interviews revealed that the main job of Relationship Managers to reach out to the customers both corporate and personal, to make sure that the job is done in a systematic manner within the clients time frame. The relationship managers for corporate banking are very much important because during the relationship the bank attempts to solve the problems of client organization and satisfy its needs through a series of transactions. It helps in the customer retention. INTERNET BANKING Private Banks have their own website. Internet Banking has already been started. Following are the common features of Internet Banking: View account balances and transaction history Verify deposits Check loan balances Check loan payment information View interest information Various information regarding their products In this customers can get every information through internet. It is an important tool to retain customers. SPATIAL CONVENIENCE Spatial convenience is provided by branch location and technology driven delivery services such as ATM. To create spatial convenience branches and ATM booths should be established near the target customers.. ATM is used to provide convenience by placing them in locations like shopping mall, in some central place of areas. SEGEMENTATION To retain the customers in banks they started segmentation. The factors that banks emphasize to identify the needs and requirements are as follows: For corporate customer: Financial Strength and credit worthiness Market Positioning Reputation Integrity Industries Listed Companies For personal banking: Occupation Income and Propensity to save Attitude towards banking Market demand Geographic concentration BUILDING MANAGING CUSTOMER RELATIONSHIP Relationship marketing encompasses activities of attracting, maintaining, and enhancing customer relationships. It is an organizational philosophy that impacts on operations and processes, employees, customer service and quality and customer retention. Win-win rewards It provides benefits for both the customer and the private banks Successful marketing of these initiatives means customers are encouraged to use cost-saving electronic banking services that enable maximum efficiency and profitability. For example, consumers may be required to receive statements online, use their debit card a certain amount of times each month, use online banking or bill pay and/or enrol in direct deposit. This lowers personal service costs and statement costs (for printing and mailing) and gives bankers the time and resources they need to focus on building relationships with key customers. Technology Telephone banking is another option for customer retention as this service is for convenience of customer. And for this purpose following technology is used: Interactive voice response (IVR) IVR systems are used very commonly by various service organizations for order placements, purchasing airline tickets, telephone banking, caller routing and identification, obtaining balance inquiries, paying bills, completing surveys and polls and looking up selective information, to name a few. IVR systems are also used at call centres to help identify customers needs and prepare the live customer service representative by obtaining information from the caller ahead of time, such as account numbers, name, social security number, address information, etc. IVR for short is a software application that allows telephone caller to select options from various menus. IVR systems are available 24 hours a day, seven days a week, so callers can access them anywhere, anytime. Callers may enter requested information into telephone keypad or by simply speaking commands. Commands generally consists of numbers or simply Yes or No answers. IVR systems also have voice options for help, speak with a customer care specialist or other various straight forward options. CUSTOMER RETENTION TOOLS USED BY PUBLIC BANKS Relationship based pricing Existing customers feel that they are being ignored by banks when it comes to pricing as competitive rates are being offered to new customers only. This forces public banks to have a pricing strategy. Customers who have multiple products with Banks across different lines of business (LOBs) expect transparency in product pricing. They tend to stay loyal and this loyalty needs to be taken care of. Relationship based pricing (RBP) is a new mantra which institutions are now trying to get into. RBP helps in evaluating the total income earned from the customer across all the LOBs and work out mutually profitable pricing. RBP helps banks to treat each customer differently, based on the overall relationship value, with innovative pricing strategies across enterprise. Banks can ensure that the benefits and rewards are provided based on total value the customer provides thereby enriching the customer loyalty. This helps a lot in customer retention. Employee motivation Employee morale and motivation plays an important role in customer retention. A demoralized employee tends not to listen to customer and in turn can turn away a good customer off. Empowerment of people, investment in soft skill/product and other relevant trainings and right technology to monitor the results need to be employed. Incentive schemes along with right compensation across the spectrum of staff from front office to marketing leading to documented evidence of improvement in customer retention and satisfaction leads to long term profitability and loyalty. This will also require management buy-in and commitment. In the long term loyal and motivated employees lead to more business and satisfied customer. Banks need to strive to make each employee a brand ambassador for the Bank. Keep customers informed Same way like private banks they also retain their customers, they also have started their customers informing about latest schemes and offers and necessary information. For informing the customers banks send letters, e-mails, make phone calls and send messages on their mobile phones. Rewards management Customers expect banks to be flexible and willing to change while offering rewards. Listening to them will go a long way in knowing what is wanted and what is not. Outdated products/service as a reward will not go down well with customers and addition of newer loyalty partners with innovative ideas will be welcome. Innovative ways of redeeming rewards like online redemption, redemption against purchases etc are the ones which will be liked. Proper segmentation of customers is required so that the right product/reward is targeted. Loyalty programs need to be constantly evolving based on the market conditions and technology needs to be used extensively in this regard. Profitable and cost effective Customer Relationship Management has become a key strategic area with an increased focus on this issue by top management of Banks. The opportunity for banks has never been greater to assume a more customer centric responsibility. Continuous use of customer feedback, tuning loyalty programs, improving employee morale along with the relevant Enterprise wide technology platform to monitor all these will ensure in improving customer relationships with the active participation of management across the organizational functions. Management buy-in and participation across the different level in the hierarchy is important in improving customer relationships, helping to deepen brand loyalty and increase customer lifetime value. In the end loyalty equals increasing profits and a strong competitive edge which is the order of the day. Ultimately, best strategies in customer loyalty management reflect in higher customer satisfaction indices and improved bottom line f or the Bank. Education for the customer on products and services offerings:Â   Customers need to have adequate information about banks products, services, delivery channels and the costs associated with each. However, bank does not have unlimited resources to provide personalized education at the branch level. Integrated banking platforms support Push-To-Talk and similar applications which can deliver personal interaction remotely. Customer Empowerment with necessary information and tools to encourage independent decision making:Â   Customer can use calculators, simulators and modellers to compare different products understand the steps to be taken to achieve their financial goals and seek guidance in broader financial matters such as wealth creation and retirement planning. Humble ATMs Public banks have just introduced humble ATMs to retain its customers. In these ATMs if a person can interact with bank staff if the nearest branches are closed. Social Media To retain more and more customers public banks use social media. In this in case of responding to customers social media is a powerful retention tool. In this before contacting to customer service department, customers can go online and can get information regarding anything. CONCLUSION There is a great competition between public and private banks. Customer retention is their major motive. To retain their customers banks adopted many tools and techniques. Private sector banks focus more on customer retention as compared to Public sector banks. Private sector bank follows the 80/20 rule which means that the top 20 customers generate the 80% of organization revenue. It is easy and cost effective to retain the existing customers, than to gain new. This is the strategy which both Public and Private sector banks follow.

acupuncture :: essays research papers

Acupuncture An estimated two thousand years ago, the Jin dynasty introduced a new medical practice to their culture. The practice, known as acupuncture, treats many common ailments using needles on certain areas of the body in order to enhance the flow of energy or â€Å"qi†. Since its birth, millions of people over centuries have relied on the benefits of acupuncture, which include everything from relieving stress to promoting good health. Although there has been much scientific dispute over the benefits of acupuncture, countless testimonials of satisfied acupuncture patients over the centuries have remained passionate advocates for the practice of promoting harmonious anatomical energy. Beginning around the time of the Jin Dynasty, acupuncture’s procedure remains similar to its original practice that it did in the beginning of its use. By placing a small needle onto one of the approximate 500 acupuncture points of the body, the needle can help stimulate the flow of energy to the part of the body being deprived of a healthy flow. This function is to help promote a healthy, harmonious balance between the opposing forces of yin and yang within the body. The Chinese recognize that the body contains 14 pathways or â€Å"meridians† through which qi travels. When the body begins to become stressed or the immune system begins to weaken, the flow of qi becomes conflicted and restrained. Additionally, the procedure’s benefits have also remained the same since acupuncture’s birth. Acupuncture, known as a yang-therapy due to its exterior-to-interior approach is used to treat high blood pressure, muscle pain, asthma, gingivitis, and headaches to name just a few. Acupuncture, based on the Daoist philosophy of harmonious balance stimulates an even flow between qi and the immune system. Rather than directly acting as a direct cure for a disease, acupuncture partners with the immune system in fighting off disease.

Free Essays on A Dolls House: Breaking Away :: A Dolls House Essays

Breaking Away in A Doll's House The central theme of A Doll's House is secession from society. It is demonstrated by several of its characters breaking away from the social standards of their time and acting on their own terms. No one character demonstrates this better than Nora. During the time in which the play took place society frowned upon women asserting themselves. Women were supposed to play a role in which they supported their husbands, took care of their children, and made sure everything was perfect around the house. Work, politics, and decisions were left to the males. Nora's first secession from society was when she broke the law and decided to borrow money to pay for her husbands treatment. By doing this, she not only broke the law but she stepped away from the role society had placed on her of being totally dependent on her husband. She proved herself not to be helpless like Torvald implied: "you poor helpless little creature!" Nora's second secession from society was shown by her decision to leave Torvald and her children. Society demanded that she take a place under her husband. This is shown in the way Torvald spoke down to her saying things like: "worries that you couldn't possibly help me with," and "Nora, Nora, just like a woman." She is almost considered to be property of his: "Mayn't I look at my dearest treasure? At all the beauty that belongs to no one but me -that's all my very own?" By walking out she takes a position equal to her husband and brakes society's expectations. Nora also brakes society's expectations of staying in a marriage since divorce was frowned upon during that era. Her decision was a secession from all expectations put on a woman and a wife by society. Nora secessions are very deliberate and thought out. She knows what society expects of her and continues to do what she feels is right despite them. Her secessions are used by Ibsen to show faults of society. In the first secession Ibsen illustrates that despite Nora doing the right thing it is deemed wrong and not allowed by society because she is a woman. While the forgery can be considered wrong, Ibsen is critical of the fact that Nora is forced to forge. Ibsen is also critical of society's expectations of a marriage. He illustrates this by showing how Nora is forced to play a role than be herself and the eventual deterioration of the marriage.

Bullying: Victim and Researchers Essay

I. Introduction Bullying is one of the major problems that our students are facing. In CIC’s Guidance Office and even in the Office of the Student’s Affairs (OSA) many of the students have reported different cases of bullying. Some students do not go in the said offices but instead they would prefer to relay such incidents to their teachers. Some go directly to the Principal’s Office along with their parents or guardians. One good attestation and observation, a high school student who feels superior tends to bully students in the lower years. This student asks some students from lower years to do his assignment. Sometimes he drives the student’s confidence down. The freshmen and some students of different year levels are afraid of this student. In order for this student to succeed in his studies or get high grade he would force others to do his projects. Hence, he looks for weaker student that he may over power in order for him to be famous or be regarded as someone influ ential. The victim loses his focus in school because of the threat brought by this bully. Sometimes he would not attend his classes and increase tendency of failing his academic subjects. Such scenario has been a recurring phenomenon in the school environment. Numerous studies have been made in the past as part of a continuous attempt to understand human behavior in its entirety. At present, however, bullying has been regarded a typical happening in schools and less attention is given to it or none at all. Although bullying may seem a minor concern in the research locale of this study, which is the school, it undermines most students who are simply afraid to speak up about it. According to Encarta Dictionary, bullying is the process of intimidating or mistreating somebody weaker or in a vulnerable situation. Cases of physical, sexual, emotional, even spiritual abuse may be considered as bullying (Ouimet, 2011). Bullying may also be described as Rankism or discriminatory towards others because of their rank in a particular hierarchy. (Fuller, 2003) Bullying is an action which uses negative words against someone which causes distress to the one who is being bullied. Moreover, the victim may lead to anxiety, low self-esteem, hopelessness and worst develop suicidal tendencies (Oliver et al., 2003). Bullying may also cause students’ absenteeism or particularly their less engagement in school. In one scenario, a higher year student has a project in one of his subjects. For this student to accomplish the project, he threatens a lower year student verbally to do it for him and finish it as soon as possible. If the victim would not comply with the oppressor’s demand, the oppressor will beat up the lower year student ruthlessly. However, the victim is also busy with his studies and it’s difficult for the victim to do the oppressor’s demand at the same time. Since, he could not do the oppressor’s demand; the victim will not go to school because he is afraid to be beaten up. These findings have encouraged the researchers to conduct a further study in a specific place where such cases are often occurring, the school. In relation to our study, Ken Seeley, EdD et al. (2009) of the National Center for School Engagement conducted a research on peer victimization or also known as Bullying. Their study tells that bullying is not direct cause of students’ absenteeism or low school achievement. However, Bullying results in the victim becoming less engaged in school and cease attending classes. Seeley et.al focused on the effects and ultimate outcomes of bullying not just whether raw bullying numbers decrease, but whether the ever-present victims of bullying go on to college or to crime. Their research was also designed to assess the role of victimization frequency and intensity in determining how much school a student misses. Additionally, their study reveals a connection between bullying and school engagement. Bullying had a negative impact with school engagement, so the more a student was victimized, the less the student was engaged at school. The authors concluded that bullying greatly influences the student’s engagement in school that the more occurrence of peer victimization the less the student attend his/her class. Statement of the Problem: What does bullying really give? Does it really give happiness to the oppressor? How about the victims? Do they feel the same way too? These are the questions raised by the researchers upon seeing the rampant cases of bullying. In this study, the researchers come up with a major question in their research: * How can we lessen the rampant cases of bullying in CIC High school Department? In addition, the researchers have minor questions in the said topic: * What are the major causes of bullying in CIC High School Department? * In what way can bullying threaten CIC High School Students’ lives? Significance of the Study: The purpose of this paper is to lessen the influence of bullying not only in CIC High School Department but also in other departments and other schools where cases of bullying are rampant. Information regarding bullying will help students to cope up with it accordingly. This paper will help those students who experience bullying to regain their self-esteem and to have a better social life. It will also serve as an eye-opener for students who are unaware of their actions which may be considered as bullying towards their fellow students. This work will give knowledge to the readers about what bullying really is and a clear vision about the effects of bullying in every individual’s life. Subsequently, this study will be beneficial to the oppressors of bullying that they may use the knowledge to avert the intensifying cases of bullying. It will give victims of bullying understanding and awareness on what they need to do if they are facing this problem. Scope and Delimitation: One aspect covered by this research is the social life of the high school students in the school environment in relation to the various effects brought by bullying. This, in particular, includes how victims of bullying as well as the oppressors relate and interact with fellow students, peers and their teachers. In addition, the study focuses on the academic life of the high school students on how they perform in class and in different activities in the school. This refers to the grades of the students who have experienced acts of bullying and also of the oppressors. II. METHOD Method of Research: In this section, the study presents the computations concerning the population of the respondents using the Slovin’s Formula as well as the study’s data and the process of how it was gathered. For the questionnaires used in the survey, the researchers adapt the instrument known as Likert Scale. Moreover, the researchers discuss the statistical treatment on how the students respond in the survey questionnaires. Since Bullying involves human behavior which needs psychological explanation, the researchers employ Descriptive-Status Method in tackling this topic. This method will help the researchers to easily obtain answers and solutions to the problem. Moreover, the method will help the researchers to make a more understandable and manageable approach to the topic as it will provide clearer explanations to the target aspects of the study. This method will aid the readers to easily comprehend the data and information discussed in the study. Samples and Sampling Procedures The researchers employ Purposive Sampling design since it is most suitable with the research. Purposive Sampling design, also known as judgmental, selective or subjective sampling, is a type of non-probability sampling technique. Non-probability sampling focuses on sampling techniques where the units that are investigated are based on the judgment of the researcher. Moreover, the researchers used the Slovin’s Formula to get the Number of Respondents allotted in each year level. Table 1: The Total Population of Different levels of the High School Students of the College of the Immaculate Conception and the Number of Respondents computed using Slovin’s Formula. Year Level| Total Population(Number of Students) Data Gathering Procedures: The researchers composed questionnaires whereby the respondents are asked to answer a set of questions by means of rating depending on their level of agreement or disagreement. The questions concern the effects of bullying in every student’s studies. The researchers enquire answers to come up with a conclusion regarding to the study. The questionnaires are distributed to the different year levels of respondents. Description of the Instrument: In this study, the researchers used the questionnaire made of a Likert Scale to gather necessary data and information. The scale is named after its inventor, a psychologist named Rensis Likert. Likert Scale is also known as rating scale that the respondents specify their level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements. Thus, the scale captures the intensity of the student’s feeling for a given item. Construction and Validation of the Instruments: The researchers have undergone brainstorming and revisions in order to have a final survey. The researchers used a survey as the instrument of the study .Suggestions and comments were raised by the English critics and Statistician upon seeing the draft of the survey. However the instrument undergone a lot of revisions and the researchers took the suggestions of the English critics for the researchers to have an official instrument. The instrument was finalized and polished by the researchers thus; the researchers reproduce the instrument and distributed upon the signal of the Research Adviser. Administration of the Instrument After the instrument has been approved by the experts, the researchers went through the reproduction of the questionnaires. Conclusions: In light of the above summary and findings, the following conclusions were drawn: 1. According to the respondents of this study, most of them are victims of bullying. Almost all of them are suffering from bullying and didn’t have the confidence to face the bullies. Based on the data gathered by the researchers, 69% respondents attest that they sometimes experience bullying in the school. As a result they almost lose all of their confidence in themselves but luckily there was God and their family to support them. 2. It only showed that most of the respondents moved on and the bullying was just a challenge, trial and inspiration to realize something more about life. It gave them a lesson in protecting and maintaining their bravery within themselves because it was a gift from God. And we must be ready at all times for such obstacles in life that might happen in the future. 3. We Filipinos still carry the good attitude of our ancestors which is shown a lot of times throughout our history. So instead of bullying others, how about we use this attitude to be united again not only within our city but also in the whole country. 4. The victims used a lot of strength to move on from the challenging event happened in their lives. For them, it was very hard to move on and to forget the tragedy they experienced because it almost destroyed their future but with the help of God, most of the victims realized that they still need to move on and face the reality to continue their lives and be thankful for surviving such event and their faith in God was strongly developed. 5. The lessons given by this research was to open the eyes of the victims who are suffering from this and to learn the different things to do to protect themselves. We must be prepared and be aware enough to such things as bullying. Some victims said that they realized the importance of not only themselves but also their family because they are the only ones left and served as inspiration to move on from the trials in life. 6. The victims have learned a lot and they have some suggestions to the school, to the community and to others. To the school, they should voice out the needs of the victims of the bullying. For the community and to others, they wanted to emphasize the importance of the family, to be strong, and faced the trials in life and do not give up. The victims did not lose hope to survive the battle because they believe in God and they pray to God. We must never forget God and ask for His goodness to guide and gives us strength in the trails we are facing. 7. No matter what end of the bullying we are on, we need to make sure that we are doing our part to prevent and stop this. Bullying is a serious matter, whether we like it or not. If we do not think that we can handle the situation on our own, there is no harm in asking for help. We can find help in a variety of places, even within our own family. Recommendations: These are some of the researchers’ recommendations after the findings and conclusions were made: 1. Bullying is a serious problem that can dramatically affect the ability of students to progress academically and socially. A comprehensive intervention plan that involves all students, parents, and school staff is required to ensure that all students can learn in a safe and fear-free environment. 2. Do not be a coward and try to face the challenges in our life. 3. Love ourselves and show the bullies that we have the strength to face them before it’s too late. 4. Instead of getting a revenge on the bully, try to show them that you’re not affected by this because the real weaklings here are the bullies. 5. Always be prepared through learning the different things to do when such difficulties happen in the future. 6. The guidance counselor and the Office of the Student Affairs must take action immediately when such event happens. 7. Through trials we face in life, do not forget to have faith in God and ask for His guidance, for our family to be always safe and secure. Lastly, be thankful for the life that He gave us. 8. The Government should take action to this problem by promoting an anti-bullying program not only to schools but also to our fellow countrymen.

Project Report on Tumkur Milk Union

EXECUTIVE drumhead DAIRY INDUSTRY IN INDIA AN OVERVIEW dairy farm enterprise is an important occupation of farmers. In India nearly 70% of the raft seem on agriculture. It is the backbone of India. Dairy is cerebrate with agriculture industry to a vainglorious extent. Animal husbandry in India is an internal part of agriculture. It is mainly a folksy occupation closely associated with agriculture. In 1965, content Dairy Development Board NDDB was tack up with the objective of meeting the parcel out in of take out, e extraly in urban aras, as well as developing the plain economy through the enhancement of the draw intersectionion of the country.In 1970, NDDB took up Operation fill up program in order to ordinate take out producers co-operative in several places in India taking the Karia soil ANAND co-operative take out producers league special(a) AMUL of Anand, Gujarat as a prototype with the above object in view. friendship profile Origin of Tumkur Milk sex ual articulation Limited- TUMUL was formed on thirtieth marching music 1977 and its funding is restricted to the Tumkur district only. TUMUL was formed some for the welfargon and upliftment of the milk producers and to make the milk producers procurement a profitable business by using advanced technology.It is formed mainly for divine service the customers with better character reference milk. TUMUL is situated in Mallasandra which is 11kms away from Tumkur City. It is situated in the country-style area, which is outside the jurisdiction local ascendancy such as municipal and co-operation. ontogenesis AND DEVELOPMENT OF THE ORGANISATION Tumkur is a sporting developing industrial town in Karnataka its adjacent to Bangalore, just active 70kms towards trades union West of the national highway. The district comprises of 10 taluks with a population of 45 lakhs (2007). The humour is rather dry and the rainfall is design in the district.The taluk of Pavagada and Sira face s ignifi burn downt urine shortage throughout the year. The dairy maturement activities in the district started in declination 1976 under the KDDC with the objective of supporting the nigh urban liquid milk mart. A farm cooler 60TLPD was started in 1976 Tumkur as a feeder balancing dairy. The co-operative union of the Tumkur milk producers was registered in the year march 1977. A dairy of 1 lakh liters at Tumkur under the OF (Operation Flood) was commissioned and reach over to the union in 1987. propose OF THE issueTITLE OF THE PROJECT client satisfaction towards Nandini milk and Awareness, Opinion on Homogenized unmixed overawe milk STATEMENT OF THE PROBLEM Any product that wants to survive must concentrate on factors the likes of quality, hurt, package etc According to consumer studies bring on become essential now a days,that to for such perishable food products to receive about their preferences towards the various related aspects of the products . So it has becomes e ssential to spot the present aim of consumer satisfaction to analyze the future prerequisite for the products.More product awareness has become a probable marketing tool in the global market . Even the parcel industry is also not indigent from this area. Well designed more products can create promotional value. OBJECTIVES OF THE understand The chief(a) objective is to identify the consumer satisfaction level for Nandini milk and Awareness, opinion on match pure affright milk. An attempt to emergence the gross sales can bear issue only if the consumers are satisfied with the products and service and they go for the product again or even refer to it to other potential buyers.Thus evaluating the current consumer satisfaction level is soft necessary for improving sales as well as it provides criteria for future sales plans and to develop the marketing plans of the comp some(prenominal). SCOPE OF THE STUDY The Study is exclusive conducted for the Customers Satisfaction towa rds Nandini milk and awareness, opinion on Homogenized pure cow milk in and near the Tumkur City only. It pass on help to know the factors influencing the customers preference about the product and getting their opinion for accept product RESEARCH DESIGN firsthand SOURCE OF DATAPrimary entropy are those poised by the tec himself for the first duration and thus they are original in character, they are collected for a particular purpose. A well-structured questionnaire was personally administrated to the selected sample to collect the primary data. unoriginal SOURCE OF DATA Two types of subsidiary data were collected for the preparation of the proposal work -Internal Data was generated from federations brochures, manuals and annual reports. -External Data, on the other hand, was generated from magazines, explore books and internet (websites).LIMITATIONS OF STUDY ? The survey is limited to the potential of areas of Tumkur City only due to limitation of time. ? The sample s ize is intent to 100 due to lack of time and resource. ? The study focused on computer memory consider and thither is chance of recall bias. It may have introduced errors in the survey. ? on that point is reluctance on the part of respondents. FINDINGS OF THE STUDY ? Nandini milk is purchased by many people because they think that it is a product of Karnatakas farmers efforts. ? absolute majority of respondents opt full skim Nandini milk and homogenized pure cow milk to onsume e rattlingday. In Nandini milk there are different types of milk like toned Nandini milk, double toned Nandini milk, special Nandini milk, Good life which are presented to market by TMUKMF to satisfy the different need of consumers in best possible ways. ? Majority of respondents view about Nandini milks set is expensive, price was the only major inconvenience about Nandini milk to customers. Few respondents did say that the price is reasonable. ? Majority of respondents have never witnessed any sort of contamination or insanitary factors in Nandini milk. hich proves that people need not have any doubt or fear while using Nandini milk. ? Majorityof respondents are aware of Nandini homogenized pure cow milk but still 24% are unaware of the product this shows that company need to concentrate on its promotional activities. SUGGESTIONS AND RECOMMENDATIONS ? Conduction of Consumer Awareness Program ? consider to maintain constant price for products. ? credence of impelling advertisement programme. ? Implementation of effective cost controls method. ? Need to improve in packaging of product.CONCLUSION- Nandini milk as got very good distribution channel and it has agents in every part of the city and the daub image is too good. TMU KMF is providing the best quality products. They have understood the needs of consumer and essay their best to fulfill them. I am confident(predicate) the company will fuck off my findings relevant and I sincerely promise it uses my suggestions enliste d, which I hope will take them miles ahead of competition. I am sure the company has a very silklike future to look forward to and will be a trailblazer in its own right.

Metaphor and Translation Essay

Abstr perform Metaphor has been widely discussed inwardly the as authorized of Translation Stu pass outs, predominantly with resp electro jar to translatability and ecstasy methods. It has been argued that similes back end be make a adaptation job, since assignring them from hotshot row and finale to an opposite iodine may be hampered by linguistic and ethnic differences.A number of supplanting executions for dealing with this masterblem adopt been suggested, e. g., surrogate (allegory into divergent parable), paraphrase (allegory into comprehend), or deletion. some(prenominal)(prenominal) procedures stick been commented on some(prenominal) in prescriptive models of definition (how to translate illustrations) and in descriptive models (how similes retain been dealt with in real(a) editions). After a piteous overview of how parable has been dealt with in the report of Translation Studies, this motif discusses some implications of a cognitive appro ach to allegorys for transformation possibleness and practice.Illustrations from authorized ancestor and stub schoolbooks (English and German, governmental discourse) show how translators handled nonliteral formulations, and what effects this had for the school text edition itself, for text reception by the addres collars, and for subsequent discursive developments. 2004 Elsevier B. V. each mightys reserved. Key words C one sequenceptual parable English French German Metaphorical expression Translation Studies 1. Introduction Metaphor, as a typical feature of communication, presents a gainsay for commentary too, both for the practising translator and for its treatment in the discip telephone line of Translation Studies.In the literature on translation, the twain of import issues use up been, ? rstly, the translatability of metaphors, and secondly, the elaboration of dominance translation * Tel. ? 44-121-359-36114224 fax ? 44-121-359-6153. ? E-mail address c. s chaeffneraston. ac. uk (C. Schaffner). 0378-2166/$ see front matter 2004 Elsevier B. V. All powerfuls reserved. doi10. 1016/j. pragma. 2003. 10. 012 1254 ? C. Schaffner / ledger of Pragmatics 36 (2004) 12531269 procedures.In nearly fictional characters, the argumentation is solid ground on a traditional under(a)standing of metaphor as a ?gure of manner of speaking communication, as a linguistic expression which is substituted for a nonher expression (with a oral sum), and whose main persona is the stylistic embellishment of the text. It is single recently that a cognitive approach to metaphor has been subprogram to Translation Studies. In this article, I necessitate to illustrate on the basis of some events from the linguistic communication twain, English and German, what a cognitive approach could unfold to the description of metaphors in translation. The discussion proceeds primarily from the perspective of the discipline of Translation Studies.In fetching this approach, it is as well as possible to explore how the cross-linguistic and cross- ethnic perspective of translation great deal contri scarcelye to metaphor theory. 2. The treatment of metaphor as a translation problem Translation and interpreting as activities have existed for m whatever centuries, and in that location is a long tradition of thought and an enormous body of opinion approximately translation (cf. Delisle and Woodsworth, 1995 Robinson, 1997). But it was not until the second half(prenominal) of this century that Translation Studies developed into a discipline in its decl ar right (cf. Holmes, 1988 Snell-Hornby et al., 1992).Although at ? rst conceived as a subdiscipline of applied linguistics, it has taken on concepts and methods of other disciplines, notably text linguistics, communication studies, sociolinguistics, psycholinguistics, pragmatics, comparative literature, and recently, cultural studies. Instead of a uni? ed theory, we have a multiplicity of a pproaches, each of which cogitatees on speci? c aspects of translation, looks at the return or the process of translation from a speci? c angle, and uses speci? c ? margeinology and research methods (cf. Chesterman, 2000 Gentzler, 1993 Schaffner,1997b Stolze, 1994).The phenomenon of metaphor has regularly been of concern to translation scholars who have argued s arcly problems of move outring metaphors from one language and culture to another. The arguments brought forward use up to be seen within the context of a conf utilise discipline, i. e. , with respect to the speci? c model of translation within which the scholars approached their outcome. I will therefore begin by giving a brief overview of the some owing(p) approaches to translation and provide a short taradiddle of how metaphor has been dealt with in the discipline of Translation Studies.Linguistics- behindd approaches de? ne translation as transferring meanings, as substituting reservoir language (SL) signs b y equivalent tar arse some language (TL) signs (e. g. , Catford, 1965). The line text (ST) is to be reproduced in the TL as turn uply as possible, both in content and in form. Since the object of a translation theory has often been seen as determining steal translation methods, language systems (as langues) have been studied in baffle to ? nd the smallest equivalent wholes (at the lexical and grammatic take aims) which mass be substituted for each other in an genuine text (as parole).Textlinguistic approaches de? ne translation as artificial lake text induced target text (TT) production (Neubert, 1985). The text itself is treated as the unit of translation, and it is stressed that a text is always a text in a situation and in a culture. at that placefore, precondition needs to be granted to situational factors, genre or text-typological con outletions, addressees knowledge and expectations, and text functions.The key pattern of equality is now ? C. Schaffner / journal of Pragmatics 36 (2004) 12531269 1255 applied to the textual level, and de? ned as communicative equivalence, i. e., a relationship among the target text and the source text in which TT and ST argon of tinct value in the respective communicative situations in their cultures.Functionalist approaches de? ne translation as a purpose- build activity (cf. Nord, 1997), as ? ? transcultural interaction (Holz-Manttari, 1984), as production of a TT which is appropriate for its speci? ed purpose (its skopos) for target addressees in target dowry (cf. Vermeers skopos theory, e. g. , Vermeer, 1996). The actual form of the TT, its textual linguistic make-up, is therefore depen hideawayt on its think purpose, and not (exclusively) on the structure of the ST.The yardstick for assessing the lineament of the target text is, becausece, its appropriateness for its purpose, and not the equivalence to the source text. More modern linguistic approaches pick out that translation is not a simple substitution process, but rather the result of a tangled text-processing activity. However, they argue that translations need to be set by from other kinds of derived texts, and that the label translation should only be applied to those cases where an equivalence relation obtains among ST and TT (House, 1997 Koller, 1992).Equivalence is probably the most controversial notion in Translation Studies. Some translation scholars lairy this notion outright, arguing that by retaining equivalence in the vocabulary, translation scholars sidestep the issue that it is difference, not monotony or transp atomic number 18ncy or equality, which is inscribed in the operations of translation (Hermans, 1998 61). This view is also uttered in current approaches that argon inspired by postmodern theories and Cultural Studies, which argue that texts do not have any intrinsically stable meaning that could be repeated elsewhere (e. g. , Arrojo, 1998 Venuti, 1995).For Venuti, the target text should b e the site where a unlike culture emerges, where a reader gets a glimpse of a cultural other (Venuti, 1995 306). In the course of its development, the focus of Translation Studies has, and thence, shifted markedly from linguistic towards contextual and cultural factors which affect translation. Major inspiration for the development of the discipline has also come from research conducted within the framework of Descriptive Translation Studies (DTS), aiming at the description of translating and translations as they manifest themselves in the populace of our bed (Holmes, 1988 71). interrogation here includes studying the socio-historical conditions in which translations are produced and received, identifying regularities in translators behaviour and linking such(prenominal) regularities to translation norms which operate both in the social event and the cognitive act of translation (cf. Toury, 1995). DTS and postmodern theories therefrom de? ne translation as norm-governed behavio ur (Toury, 1995) and/or a cultural governmental practice (Venuti, 1996 197). The in-personized line of credit between normative models (what a TT should look like) and descriptive models(what TTs very do look like) is also pellucid in the discussions slightly metaphor translation.Metaphor has traditionally been described as an individual linguistic phenomenon (a metaphoric expression) which sess become a translation problem. nigh scholars use the kindred terms as those applied in semantic theories (cf. Goatly, 1997), i. e. , terms like pellet or vehicle for the conventional referent, object or topic for the actual unconventional referent, and star, ground, or tenor for the similarities and/or analogies affect.Newmark (1981) explains these terms on the basis of the example ascendant out the faults as follows the object, that is, the item which is described by the metaphor, is faults. The motion picture, that is, the item in terms of which the object is described, 1256 ? C. Schaffner / Journal of Pragmatics 36 (2004) 12531269 is rooting up weeds. The metaphor, that is, the word(s) used in the image, is rooting out, and the sense, which shows in what bad-tempered aspects the object and the image are similar, is (a) elapse and (b) do so with tremendous personal effort.He argues that in translating this ?metaphor, a verb such as eliminer in French, or entfernen in German, would not do, unless the phrase was of peripheral importance in the text (Newmark, 1981 85). These arguments re? ect the cardinal main concerns in Translation Studies, the translatability of metaphors, and procedures to transfer them from a source language into a target language. In equivalence-establish approaches, the underlying assumption is that a metaphor, once identi? ed, should ideally be transferred intact from SL to TL. However, cultural differences between SL and TL have often been mentioned as preventing such an intact transfer.For Dagut (1976 22), a metaphor is an i ndividual ? modify of imaginative insight, a creative product of violating the linguistic system, and as such, highly culture speci? c. Its main function is to shock its readers by creating an aesthetic impact. In Daguts view, the effect of shock is to be contain in a translation, and if linguistic and cultural factors obstruct this effect, then he maintains that the metaphor skunknot be translated.For illustration, he uses Hebrew metaphors translated into English, and shows, for example, how Hebrew metaphors are closely affiliated to Biblical stories and thus culture speci?c (as in the case of the verb form neekad bouncing, i. e. , metaphoricly, bound like Isaac for the sacri? ce). Most authors agree that the image in the ST cannot always be retained in the TT (e. g. , because the image that is attached to the metaphor is undiagnosed in the TL, or the associations triggered by the SL metaphor get lost in the TL), and subsequently some(prenominal) translation procedures have been suggested as alternative solutions to the ideal of reproducing the metaphor intact.For example, van den Broeck (1981 77) lists the following possibilities. 1. Translation sensu stricto (i.e. , transfer of both SL tenor and SL vehicle into TL). 2. Substitution (i. e. , reserve of SL vehicle by a different TL vehicle with to a greater extent or less the kindred tenor). 3. Paraphrase (i. e. , rendering a SL metaphor by a non- metaphoric expression in the TL). Van den Broeck provides these modes of metaphor translation as a in head word(p) scheme, i. e. , as theoretical possibilities. By linking them to categories of metaphor (lexicalized, conventional, and mystical metaphors) and to their use and functions in texts, he presents some hypotheses about translatability.In the tradition of DTS, van den Broeck sees the projection of a translation theory not in prescribing how metaphors should be translated, but in describing and explaining place solutions. He therefore argues tha t detailed descriptive studies of how metaphors are really translated would be required to strain the suggested modes and his hypotheses. In contrast to van den Broecks descriptive framework, Newmarks translation procedures are presented in a prescriptive way, with the aim of providing principles, restricted rules, and guidelines for translating and translator training.He distinguishes between ? ve ? types of metaphors dead, cliche, stock, recent, and original. In his discussion of stock metaphors, he proposes cardinal translation procedures, which have frequently been taken up in the literature. These procedures are arranged in order of p credit rating (Newmark, 1981 ? C. Schaffner / Journal of Pragmatics 36 (2004) 12531269 1257 8791). Newmarks focus is on the linguistic systems, and his arguments can be linked to the substitution theory of metaphor (cf. Goatly, 1997 116f). (All examples effrontery here for illustration are Newmarks own examples).1. Reproducing the kindred im age in the TL, e. g. , golden hairgoldenes Haar. 2. Replacing the image in the SL with a mensuration TL image which does not clash with the ? TL culture, e. g. , other fish to frydautres chats a fouetter. ? 3. Translating metaphor by simile, retaining the image, e. g. , Ces zones cryptuaire ou s ? ? elabore la beaute. The crypt-like areas where strike is manufactured. According to Newmark, this procedure can modify the shock of the metaphor.4. Translating metaphor (or simile) by simile plus sense (or occasionally a metaphor plus ? sense), e. g., gasconade un vocabulaire molieresquea whole repertoire of medical empiricist philosophy such as Moliere index have used. Newmark suggests the use of this compromise solution in order to revoke comprehension problems however, it results in a loss of the mean effect.5. Converting metaphor to sense, e. g. , sein Brot verdienento earn ones living. This procedure is recommended when the TL image is too broad in sense or not appropriate t o the register. However, emotive aspects may get lost. 6. Deletion, if the metaphor is redundant. 7. Using the same metaphor combined with sense, in order to utilise the image.Toury (1995 81ff) organizes out that these translation procedures start from the metaphor as identified in the ST, and that the identified metaphor (the nonliteral expression) is treated as a unit of translation. He argues that from the perspective of the TT, two accessal cases can be identified the use of a metaphor in the TT for a non- figurative expression in the ST (non-metaphor into metaphor), and the addition of a metaphor in the TT without any linguistic motivation in the ST (zero into metaphor). This view deals with metaphor not as a translation problem (of the ST), but as a translation solution.In his descriptive study of ? the translation of verb metaphors (for the language pair Swedish and German), Kjar (1988) included such an inverse compend as well, but did not go much beyond a presentation o f statistical findings. Kurths (1995) findings, too, are derived from a descriptive epitome of actual translations. Based on the interaction theory of metaphor (cf. Goatly, 1997 117ff) and on scenes and frames semantics as applied to translation (Vannerem and Snell-Hornby, 1986), he illustrates how several metaphors interact in the reflexion of a macro-scene.In German translations of works by Charles Dickens, he shows which TL frames have been chosen for a SL scene (e. g. , humanizing objects by anthropomorphical metaphors) and what the consequences are for the effect of the text (e. g. , alter of an image). 3. Metaphors from the cognitive linguistics perspective consequences for Translation Studies The cognitive approach to metaphor, largely initiated by Lakoff and Johnsons Metaphors We stick up By (1980), can contribute new insights into translation as well.This approach, however, is only gradually taking root within Translation Studies (e. g. , Al? Harrasi, 2000 Cristofoli et al. , 1998 Schaffner, 1997a, 1998 Stienstra, 1993). The main 1258 ? C. Schaffner / Journal of Pragmatics 36 (2004) 12531269 argument of the cognitive approach is that metaphors are not just decorative elements, but rather, staple fibre resources for thought processes in human society. Metaphors are a gist of understanding one humanity of experience (a target domain) in terms of another (a source domain).The source domain is mapped onto the target domain, whereby the geomorphologic cistrons of the base synopsis are transferred to the target domain (ontological correspondences), thus also allowing for knowledge-based inferences and entailments (epistemic correspondences). much(prenominal) models are largely encoded and understood in linguistic terms. In cognitive linguistics, the term metaphor is used to refer to this abstract single-valued function (e. g. , ANGER IS THE HEAT OF A FLUID IN A CONTAINER),1 and the term metaphorical expression is used to refer to an individual linguistic expression that is based on a abstractization and thus pass by a mapping (e.g. , I gave vent to my anger).Establishing the conceptualization on which a especial(a) metaphorical expression is based is relevant to translation, too. Such a perspective provides a different purpose to the question of the translatability of metaphors. Translatability is no longer a question of the individual metaphorical expression, as identi? ed in the ST, but it becomes linked to the level of conceptual systems in source and target culture.In what follows, some implications ofsuch a cognitive approach to metaphors for translation theory and practice are illustrated. On the basis of certain source and target texts, I describe how translators have handled metaphorical expressions. This description is linked to a consideration of the effects of such translation solutions on the text and its reception by the addressees. The examples come from political texts, and the languages involved are p rimarily English and German. The focus of this report card is the description and explanation of identi? ed translation solutions.It is thus related to DTS, but, in contrast to van den Broeck, for example, I do not pretend to test pre-established translation schemes or hypotheses. My starting point is authentic TT structures for metaphorical expressions in STs. That is, the description is predominantly product-oriented,2 with the explanation be linked to text, discourse, and culture. In my conclusion, I point out some ways in which the discipline of Translation Studies can contribute to metaphor theory. 4. Metaphor and text In the following two examples, we have an identical metaphorical expression in the ?German ST, Brucke (bridge), but it has been handled differently in the TTs (both extracts come from speeches by the former German Chancellor Helmut Kohl) 1 In this metaphor, ontological correspondences are, for instance, the container is the body, the heat of fluid is the anger epistemic correspondences are then, for instance, when the fluid is alter past a certain limit, pressure increases to the point at which the container explodes (source) and when anger increases past a ? certain limit, pressure increases to the point at which the person loses tame (cf. Kovecses, 1986 17f).2 A process-oriented psychoanalysis, i. e. , an analysis of the actual cognitive processes in the translators mind during the translation act, would add valuable insights as well. Moreover, such a perspective would also test the validity of Lakoff and Johnsons (1980) theory. For example, one could test whether translators, as text receivers and interpreters, actually do access conceptual metaphors when constructing interpretations of metaphorical expressions (cf. Glucksberg, 2001), and how this might influence the decision-making for the TT structure.Research into translation processes (e. g. , most recently Danks et al., 1997 Kussmaul, 2000 Tirkkonen-Condit ? and Jaaskelainen, 2000) has not yet been conducted primarily with metaphors in mind. ? C. Schaffner / Journal of Pragmatics 36 (2004) 12531269 1259 ? ? Wir wollen die Brucke uber den Atlantik auf allen GebietenPolitik und Wirtschaft, Wissenschaft und Kulturfestigen und ausbauen.We aim to strengthen and widen the transatlantic bridge in all spheres, in politics and commerce, science and culture. 3 ? So sind die amerikanischen Soldaten ein wichtiger Teil der Freundschaftsbrucke ? uber den Atlantik geworden. (literally . . . an authorized component of the translatlantic bridge).The American forces in Germany are thus an important component of transatlantic friendship. (emphasis are mine) How (if at all) can traditional translation procedures account for these different solutions? Applying Newmarks translation procedures, we could say that in the ? rst case, the procedure is metaphor for metaphor (i. e. , reproduction of the image), whereas in the second case the metaphor has been deleted. These texts would be examples of what Newmark calls authoritative texts, and in his guidelines to translators he states that in such texts, metaphors should be bear on.As a second criterion to guide the translators decision, Newmark suggests the importance of the metaphor in the text. The ? rst extract comes from Kohls speech on receiving the Honorary Freedom of the metropolis of capital of the United Kingdom (18 February 1998), the second one from his speech at the ceremony at Tempelhof Airport to commemorate the Berlin purloin on the occasion of the visit of President Clinton (14 may ? 1998). The Berlin Airlift is known in German as Luftbrucke (literally bridge in the air). In the London speech, the 50th anniversary of the Airlift is shortly mentioned, but it is not the ? actual topic of the speech.In the Tempelhof speech, however, the Luftbrucke is the actual topic, and it is used frequently in the short text, thus contributing to the structure of the text. Based on these considerations, Newmarks recommendation presumably would be metaphor into same metaphor in the ? rst case, but metaphor into sense in the second case. If we describe this authentic example on the basis of a cognitive approach, ? metaphorical expressions such as Brucke are considered in the light of the metaphorical concept of which they are manifestations, and not as individual idioms to be ?tted into the target text as well as they can (Stienstra, 1993 217).In this case, one and the same historical event was conceptualized in different ways by different cultures, development different metaphors. The source domain of the English airlift is a TRANSPORT domain, focusing on the medium (air), the action, and involving a direction (fromto). In the German ? Luftbrucke, the source domain is an ARCHITECTURAL STRUCTURE, focusing on the ? medium and the structural object. As said above, the anniversary of the Luftbrucke is the actual topic of Kohls Tempelhof speech but is the bridge so the dominant metapho r in the text as a whole? In other words what is the underlying conceptual metaphor by which ?the metaphorical expression Freundschaftsbrucke is sanctioned? A closer analysis of the text above shows that the argumentation is structured around the central idea of AmericanGerman friendship. In the ? rst ? ve paragraphs, Kohl gives an ? account of the historical event itself and of its political signi? cance. Luftbrucke occurs sixer 3 Translators are normally not identified by name in the case of translations being produced for the German government. 1260 ? C. Schaffner / Journal of Pragmatics 36 (2004) 12531269 times in these ? rst paragraphs, each time translated as Airlift, since each time it is used as a proper name.Kohl then link the historical aspect to the development of American German friendship over the last 50 years, both at a personal level and at the governmental ? level. And it is here that he speaks of the Freundschaftsbrucke (exploiting the bridge image as a rhetorica l marrow for the argumentative function of a political speech) . . . in den vergangenen Jahrzehnten haben rund 7 Millionen amerikanische Soldaten bei uns in Deutschland Dienst getan. Gemeinsam mit ihren Familien waren es etwa 15 Millionen Amerikaner, die fernab ihrer Heimat, ihren Beitrag zur ?Erhaltung von Frieden und Freiheit leisteten . . . . Im taglichen Kontakt mit ihren ? ? deutschen Nachbarn haben sie viele personliche Beziehungen geknupft. Diese wurden ? . . . eines der Fundamente der engen Freundschaft zwischen unseren Volkern. Es ? ? ? sind ja nicht zuletzt die alltaglichen Erfahrungen und Eindrucke, die personlichen und menschlichen Begegnungen, die in diesen Jahrzehnten die deutsch-amerikanischen ? Beziehungen mit Leben erfullt haben. So sind die amerikanischen Soldaten ein ? ? wichtiger Teil der Freundschaftsbrucke uber den Atlantik geworden.4 What we can see from such an analysis is that Kohls speech is structured around a metaphorical understanding of friendship Ge rmany and the USA are friends. Seeing the state metaphorically as a person seeking friendship involves a metaphorical conception of closeness. Thus, all character references in Kohls speech to Kontakte, Beziehungen, Begegnungen (contacts, a dense network of personal ties, personal encounters) can be described as metaphorical expressions that are sanctioned by the conceptual metaphors A postulate IS A PERSON and function IS niggardliness (see also Gibbs comments on primary metaphors (Gibbs et al., this issue)).One of the means which allows friends who constitute far apart to experience close personal contact, is a bridge. A bridge links two endpoints, here the USA and Germany (ontological correspondence), thus providing an chance for mutual contact (epistemic correspondence). ? From such a conceptual perspective, we can say that rendering Freundschaftsbrucke as transatlantic friendship does not really constitute a case of metaphor deletion. The conceptual metaphors A STATE IS A PERSON and INTIMACY IS CLOSENESS are present in both ST and TT.It is these conceptual metaphors that are relevant for the structure of the text and its overall function as a political speech. At the macro-level, the conceptual metaphors are identical in ST and TT, although at the micro-level a speci? c ? metaphorical expression in the ST (Freundschaftsbrucke) has not been rendered in exactly the same way in the TT. However, transatlantic friendship in the TT can equally be characterized as a metaphorical expression which is justi? ed by the same conceptual metaphors.4 The authentic English translation of this expiration reads as follows Over the past decades some seven million American servicemen have been stationed in Germany. unneurotic with their families, that makes about 15 million Americans who, in this unsophisticated far from home, have helped, . . . to safeguard peace and liberty. In their day-to-day contacts with Germans the American community here has built up a dens e network of personal ties central to the close friendship between our two nations.It is not least this wealth of personal encounters, these workaday impressions andexperiences which make GermanAmerican relations a meaningful part of daily life. The American forces in Germany are thus an important component of transatlantic friendship. ? C. Schaffner / Journal of Pragmatics 36 (2004) 12531269 1261 If we take a cognitive approach, a ? rst aspect of metaphors in translation can therefore be described as follows not all individual manifestations of a conceptual metaphor in a source text are accounted for in the target text by using the same metaphorical expression.This argument is in line with one of Stienstras (1993) ? ndings. On the basis of several Bible translations into English and Dutch, she illustrates that the conceptual metaphor YHWH IS THE husband OF HIS PEOPLE, which is a central metaphor of the Old Testament, was preserved at the macro-level, even if speci? c textual mani festations were changed or not accounted for in each individual case. There is another example in Kohls Tempelhof speech which provides insights into strategic uses of metaphors and their treatment in translation.In elaborating on German American partnership in the world of today and tomorrow, Kohl says ? Unser Ziel, Herr Prasident, ist es, den Bau des Hauses Europa zu vollenden. Dabei wollen wir, da? unsere amerikanischen Freunde in diesem Haus auf Dauer ihre feste Wohnung haben. (literally . . . We want our American friends to have a ineradicable apartment in this suffer. Our goal is to complete the construction of the European housewith a permanent right of residence for our American friendsand modify the family of European nations to work together side by side in lasting peace.(italics are mine) From a cognitive perspective, we can say that the metaphorical expressions Haus Europa, Haus, and feste Wohnung are all sanctioned by the underlying conceptual metaphor atomic numbe r 63 IS A post, which is an example of an ontological metaphor (Lakoff and Johnson, 1980).Whereas in the ST, the structural elements have been lexicalized, the TT has made the entailments of the source domain explicit that is, an apartment ensures a right of residence, and these are epistemic correspondences. Both ST and TT prevail within the conceptual metaphor of a house, while the additional information in the TT(and enable the family of European nations to live together side by side in lasting peace) can be seen as elaborating on this metaphor, thus also providing a conceptual link to the metaphor INTIMACY IS CLOSENESS which structures Kohls speech.Identifying metaphors and describing target text pro? les is a legitimate research aim for a translation scholar. An additional question concerns the causes and effects of particular translations (cf. Chesterman, 1998). I will illustrate this ? rst, by reference to the Haus Europa again, and then by commenting on the effects of a speci? c translation solution (fester Kern laboured core).Such an analysis needs to put the text into its historical context, accounting for its function, its addressees, etc. Metaphor is, thus, no longer a translation phenomenon of one particular text, but becomes an intertextual phenomenon. 5. Metaphor as an intertextual phenomenon The metaphorical expression Haus Europa ? gured prominently in the discourse of Helmut Kohl in the 1990s, speci? cally with reference to issues of European integration. Actually, the metaphor of the common European house was introduced into political discourse in the mid-1980s by the then leader of the Soviet Union Mikhail Gorbachev.As a 1262 ? C. Schaffner / Journal of Pragmatics 36 (2004) 12531269 re? ection of the new political thinking in the Communist Party under Gorbachev, the conceptual metaphor europium IS A HOUSE was to represent the idea of all European states, eastern hemisphere and West of the Iron Curtain, living and on the job(p) togeth er in peaceful coexistence. The base schema for Gorbachevs metaphor was a multi-story apartment parry with several entrances, in which several families live, each in their own ? ats (i. e. , the prototypical house in big Russian towns).In his own discourse, Gorbachev hardly expand on the structural elements of a house, but most frequently stressed the rules and norms for living together in this common house. The rules of the house have to guarantee that either family can live their own lives, without interference from their neighbours, so that the common house is protected and kept in order (cf. Chilton, 1996 ? Schaffner, 1996). The Russian metaphorical expression dom was rendered as house in English5 and as Haus in German political discourse in reporting on Gorbachevs new political ideas and aims, which were not readily welcomed in Western European countries.But more often than being rejected outright, the metaphor EUROPE IS A HOUSE was taken up and conceptually challenged. In British political discourse (especially in the second half of the 1980s), the structural aspects dominated in the argumentation, determined by features of the prototypical English house. That is, there are references to detached and semi-detached houses, to fences, and to questions such as who is to live in which room or on which ? oor.