Other Personality Traits That Affect Managerial Behaviour Sociology Essay

Other Personality Traits That Affect Managerial Behaviour Sociology Es recount leading is the action of leading a group of people or an organization, or the ability to do this Oxford Dictionary. A someone exerts influence over antithetic people, which inspires, motivates and directs their activities to att peculiarity achieve habitual perfor worldly concernce goals (Yukl, 1989 as cited in George Jones, 2006). The person who exerts such influence is a attractor. With the influence they exert, effective leaders help groups and organisations to achieve a goal.Effective lead similarly increases an organisations ability to rival all in all the contemporary challenges such as obtain a rivalrous advantage, the sine qua non to promote acceptable ethical doings and is essential to negotiate a diverse acetifyforce fairly and impartially. As a result, this forget raise the organisations chances of success (George Jones, 2006).Nowadays due to the exceptionally challenging era, lead go off be very demanding because of the pace of transport, the illusion of control and the extravagantly expectations of followers (Arnold Rendall, 2010).A leader hindquarters adopt his own scene-to-face qualities, behaviours styles and decisions to pullulate his own lead style (Arnold Rendall, 2010).Early leader- cerebrateed approaches to leading have 2 main features a description of the leader in terms of their characteristics and/or behaviour and the investigation and analysis and of the characteristics and or behaviours of what makes a exhaustively leaders regardless of what they lead (Arnold Rendall, 2010).Early leading was more focused on finding the best characteristics that makes a person a leader or effective leader. Early function such as the work of support and Baetz (1979) came up with what characteristics that leaders function to have at a graduate(prenominal)er(prenominal) degree than non-leaders. These characteristics include intelligence, d ominance/need for power, self-confidence and k presentlyledge of the task. (House Baetz , 1979). abstruse (1990) also included early(a) reputation traits such as good adjust handst, emotional balance and high integrity which were found to be common traits amongst leaders. (Bass, 1990) This early research did yield some interesting results but researchers did not find a constant profile of characteristics which be common to all leaders however record and intelligence hitchm to be key for persons to emerge as leaders and ultimately be effective leaders (Arnold Rendall, 2010).The Big Five Personality TraitsPeople have authoritative characteristics which atomic number 18 constant to them through bug out their life which flowerpot influence how they think, feel and set both on and off the ancestry (George Jones, 2006). These characteristic be called personality traits. These traits make you act, feel and think in certain ways which makes every undivided unique. It is ve ry important that these traits are understood since every persons personality influences their behaviour and their approach to managing people and resources (George Jones, 2006).An individuals personality is unruffled of five commonplace traits or characteristics, these world extraversion, negative acceptivity, agreeableness, conscientiousness and openness to experience (Digman, 1990). apiece personality trait is pick uped as a continuum along which every individual falls. A person displace fall on the high end part or on the low end part or else somewhere in between. A persons approach to manage custodyt outhouse be described in how people are like at the high and low ends of each continuum which is an easy way to understand how these trait affect a persons approach (George Jones, 2006).The effectiveness of each trait is determined by a complex interaction between the nature of the subscriber line or organisation in which they are working and the characteristics of the person. Furthermore, some personality traits ability be effective in one situation but can decrease the effectiveness in an otherwise situation. (George Jones, 2006)There are other personality traits in addition to the big five that describe peoples personalities. These are specifically important for understanding handlerial effectiveness. Some examples are self- delight in, locale of control and need for exploit.Research by Fred E. Fiedler acknowledged that effective leadership depends on the characteristics of the leader and of the situation. Fiedler came up with the Contingency theory of leadership. He explains why a manager or leader may be qualified in one situation and incapable in another. It also suggests which kinds of managers or leaders are more effective in different situations (George Jones, 2006). He argued that leaders have rather stable personal characteristic, leading to a characteristic behavioural style. In his theory, Fiedler assumed that how much a leader is person-oriented depends on the leaders perception of their least preferred co-worker. He cogitate that task-oriented leaders are best in very saveable and inauspicious situations and those person-oriented leaders are best in moderately favourable or moderately unfavourable situations (Arnold Rendall, 2010).Desired and acceptable leadership characteristics may set forth across organisational context. Sociability, need for power and need for achievement are considerably relevant characteristics which are consistent across different organisations and organisational cultures. (House Baetz , 1979). House and Baetz (1979) came up with two insights which are generally accepted by persons event aparting leadership if certain characteristics are to have an impaction on others and their performance, these personal characteristics need to be observable in the leader and that leader characteristics and behaviours depend on the different type of task (House Baetz , 1979).Recent stu dies have pointed out the cause of personal and situational factors on the development of an individual as a leader. Amongst these personal factors are personality traits and sexual practice (Jacobowitz Pratch, 1996).One of the most distinct and difficult to change characteristics is grammatical gender. leaders billets are typically described in stereotypically masculine terms. This could hatch that women have a slight disadvantage over men in being selected for leadership roles and when selected it is difficult for them to be seen as good leaders. drawship roles are typically predominated by men but in modern geezerhood women in leadership positions have increased considerably (Corrigall, Konrad, Lieb, Ritchie JR, 2000). This has prompted a lot of researchers to explore the relationship between gender and leadership. While the subject of women in management positions has increased, at that place are still very fewer women who hold high take aim executive positions (Corri gall, Konrad, Lieb, Ritchie JR, 2000). It is believed that women tend to prefer business enterprises who advance a reward rather than high pay and advancement, which might be the explanation of their failure to attain more jobs at the top take positions (George Jones, 2006).The styles of male and womanish leaders may influenced by the gender-based expectations. Individuals establish certain expectations for their own and others behaviour which is based on their own beliefs astir(predicate) what the abstract behaviour of male and females should be like. (Eagly, 1987) Women are stereotypically described as nurturing, supportive and concerned with interpersonal relations whilst men are viewed as being directive and focused on task work (George Jones, 2006) These stereotypes suggest that women can be more relationship oriented as managers and are more considerable in their behaviour. Men are seen as more direct towards task-orientation and submit in more initiating-structure behaviours (George Jones, 2006).People have become disposed to the styles that men have since men have long held these roles. As a result, on that point is more focus on women in the discussion of the impact of gender on leadership (Eagly Johannesen-Schmidt, 2001). There is little agreement about how women actually lead even though in that respect is this greater focus on women in research. Feminists writings have given great importance to differences and similarities between leadership styles in males and females. (Eagly Johannesen-Schmidt, 2001).A number of researchers state that in that respect is a difference between women and men having a leadership position, whilst others say that in that location is no difference. Eagly and Johnson (1990) state that male and female managers having a leadership position, tend to behave in similar ways. Men do not engage in more initiating structure than women and women do not engage in more consideration than men (Eagly Johnson, 1990 ). Writers of exchange books, have argued that thre is a difference in leadership behaviour between males and females. They tend to see women as being less hierarchical, more cooperative and ollaborative and more oriented to enhancing others self worth (Book, 2000). On the contrary, social scientists say that there is no or minimal difference iin female and male organizational leaders. (Eagly Johannesen-Schmidt, 2001). railway line Attribute PreferenceResearch has show that job attribute sense of taste may direct a male or female manager to a different set of jobs, career paths and emplyers due to the existence of shake difference (Beutell Brenner, 1986). Job attributes have been divided into two categories intrinsic and unessential factors. Job aspects that fulfil material or social needs are termed intrinsic factors and job aspects that fullfil higher needs such as yield, esteem and self expression are termed intrinsic factors. (Pinder, 1998)Research on enkindle difference s and similarities in job attribute preferences has been enriched by two distinct suppositional persecpetives the gender ideology perspective and the structuralist persepective. Different personality characteristics and different sets of ativities for women and man are dictated by gendered societal norms in existence is the view of the gender ideology perspective. The structuralist perspectives argues that women have poorer quality jobs than men on amount because of the segregation and discrimination in the labor market. (Corrigall, Konrad, Lieb, Ritchie JR, 2000). Both of the perspectives conclude that job attribute preferences for men and women are different by they assign adventure to different underlying mecchanisms. They both predict that there will be a change in the pattern of conjure differnces in job attribute preferences over time, however they conclude that the patterns of change will be somewhat different. sexual exertion IdeologyGender ideology may be described as socially-constructed script that prescribes different characteristics, values, attitudes, behaviors and activities for women and men (West Zimmerman , 1991)Gender ideology is composed of gender roles and gender stereotypes. Gender roles are sets of norms presribing the behaiors and activities appropriate for each sex (Best Williams, 1990). Gender roles differ by cultures but in Western industrialise societies attribute the role of income supplier for the family to the men and the role of homemaker to the women.Gender stereotypes are different personality characateristics which are expected from men and women. Characterisitcs such as nurturing, affiliation and passivity were associated with the females whilst characteristics such as autonomy, aggression, dominance and achievement were ascribed more to males (Best Williams, 1990).People tend to conform to gender expectations to avoid the disapproval from others.If peoples selection ofwork would reflect gender ideology, then men should consider responsibility, autonomy compensation, advancement, prestige, learning and challenge to be more important than women do. Whilst women should value more job security, good coworkers, a good supervisor, physical work environment, helping others, growth/development opportunities, opportunities to use ones abillities, variety, task significance a feeling of accomplishment and good hours to be more important than men do. In this study conducted by Corrigall, Konrad, Lieb and Ritchie, it was found that men attached more importance to earnings and responsibility than women did. This reflects the idea that men take on the role of provider and that they need to demonstrate success and status reflecting the ideas of gender roles and stereotypes towards men. On the other hand women attached greater importance to all mentioned attributes which show that women take the role of homemaker and to demonstarte nuturing and expressiveness. The findings relate to the gender roles typi cally attributed to women. (Corrigall, Konrad, Lieb, Ritchie JR, 2000)Leadership styles of males and femalesThe styles of males and females can be described in terms of the stereotypes of masculinity and femminity. Studies of peoples stereotypes about men and women show that the popular beliefs about male and female behaviour can be compiled, following Bakan (1966), in terms of two dimensions, the agentic and the common attributes. (Jacobowitz Pratch, 1996)Agentic characteristics fasten primarily an assertive, controlling and confident tendency. These characteristics are typically ascribed to more potently to men than to women. Agentic behaviours, in employment settings might include speaking assertively, competing for aid, influencing others, initiating activity directed to assigned taks and making problem-focused suggestions (Eagly Johannesen-Schmidt, 2001).Women are more ascribed to common characteristics. This is because common characteristics describe primarily a conce rn with the welfare of other people. Examples of communal characteristics in employment settings are speaking tentatively, not drawing attention to oneself, accepting others direction, supporting others and contributing to the solution of relational and interpersonal problems (Eagly Johannesen-Schmidt, 2001).Leader roles and gender rolesFemale leaders can adopt leadership styles that differe from those of men because they need to accommodate their behaviour to the occasioanlly conflicting demands of the female gender role and their role as a leader. There are different implications for the behaviour of male and female leaders due to gender roles. This is not tho because male and female roles have different content but there is a discrepancy perceivers associate with women as having communal qualties and successful leaders are perceived as having agentic qualities. Since agentic properties are more associated to men, people tend to believe that men are better at being leaders than females. (Eagly Johannesen-Schmidt, 2001)Eagly and Karau(2001) argued that apparent difference between the typical leader roles and the female gender tends to ccreate prejudice towards female leaders. It takes two forms (a)less favorable evaluation of womens (than mens) potential leadership because leadership ability is more stereotypic of men than women and (b)less favorable evaluation of the actual leadership behavior of women than men because agentic behaviour is perceived as less desirable in women than men.In the first prejudice, womens characteristics and the resulting female-stereotypic qualities are different from what is expected and desired in leaders. This is a result from the descriptive norms of gender roles. The second prejudice arises from prescriptive norms of gender roles namely the beliefs of how women ough to behave. Women leaders can be negatively assessed for fullfilling the agentic requirements of leader roles and thus failing to comply with the communal cha racteristics, even though they may be praised for their fulfillment of the leader role. (Eagly Karau, 2001)On the other hand, Sherpe (2000) states that after years of analyzing what makes leaders more effective, management gurus now know how to maximise the chances of getting a great executive. Their answer is to make use of a women. The idea was first introduce by the writers feminist trade books on management and is now making tis way into the popular culture. (Carli Eagly, 2003) notwithstanding in Malta, women have the highest rate of female inactivity 65.2% compared to other E.U. countries 35.7%. (Spiteri, 2012). Nevertheless, there was an increase in the rate of employement for woman which now stands at 62%,which has gone up from 55% in 1997 (Almunia, Andor, Barnier , Reding, Rehn, Tajani, 2012). Many women continue to face a glass ceiling, holding them backe in achieving a higher level in their work place. Men dominate company gameboards 86.3% of board members and 96.8% o f the council chamber chairs, whilst women make up 13.7% and 3.2% respectively. (Almunia, Andor, Barnier , Reding, Rehn, Tajani, 2012). Women in Malta represent only 3% of board members which is well below the EU average of 13.7% (Spiteri, 2012).On the other hand, there is a higher pecentage (22.7%) of Maltese women who are achieving higher levels of tertiary gentility than men(14.6%), even though when compared to other E.U. countries it is still very low (37.2% women and 30% men) (Spiteri, 2012). The National Statistics Office in collaboration with the National Council of women in Malta carried out a discipline on the Perceived Obstacles to the participation of women in Decision-making Positions (2007). The rsult of this survey states that many women in malta are not advancing in their work to obtain top post because of 3 main difficulties difficulties in cooperative long hours of work and family responsabilities, very little use of childcare facilities and deprivation of spo use/partner suport (National Statistics Office, 2007).Maltese Governments have always put measures in place to promote gender equality through various legislations and regulations. The makeup of Malta guarantees equaltiy between women and men. It gives protection against discrimination on various grounds including sex. Additionally, there is Article 45(11) swhich provides for special measures aimed at accelerating de facto equality between males and females (Spiteri, 2012). In 1991 Malta also approved the Convention on the Elimination of All Forms of Discrimination against Women (CEDAW). still though these measures have been in place for a few years now, there is still a general idea that men are seen as being more siutable at having a decision-making job. There are also a number of structural and cultural restraints which are preventing Maltese women from achieving further in their job. Such barriers include jobs without opportunities of promotion or training, practices that favo ur men for promotions, lack of employment laws and lack of sharing of household/childcare responsibilities by fathers. There is also a considerably big barrier being the attitudes and perceptions towards gendered roles in Malta. (Spiteri, 2012).In this study, I am breathing out to focus on the perceptions that University students have towards leaders. Whether they tend to prefer male or female leaders and on what is their decision based on. Also, I am going to study what University Students think about the effectiveness of males and females in different work settings and what is the reasoning behind the idea.

Teaching and Learning Strategies

education and encyclopaedism StrategiesIntroduction to the Students and Teaching Environment.I am currently a Lecturer in the Communications Electronics Technical hinder (CETB) at Royal Air Force (RAF) Cosford, The No1 School of Technical Training. I am teaching new entry educatees AC (Air Crafts man), incline number 1932 and carrier bag (Senior Air Crafts man) course numbers 1946 and 1951. The students age range is 17 30 years. I am responsible for delivering training in the subject aras little Electronics, Digital Electronics and Information Technology. The courses range from 90 to 130 hours.SACs 194616 hours Information engine room and 115 hours Computer technology for the.ACs 1932.16 hours Information technology and 74 hours micro Electronics for the The students who come to RAF Cosford are not typical of those who would go to a college of go on education. They are sent by the RAF for either initial or tho training in their especial(a)isation.The education environmen tThe room layouts do deviate barely the majority of rooms are set out in a traditional manor. (see plan) The labs are arranged differently with the students desks arranged almost the walls.E.g.(Room F008)The family unit rooms lead a roller uninfected board, P.C. and T.V. monitor, several(prenominal) course rooms rich person windows to the outside solely not all. light is via fluorescent tubes and heating system is via radiators.The learning environment cont.The research laboratorys have a White board, P.C. and LCD projector. Most have opening windows. Lighting is via fluorescent tubes and heating is via radiators. The desk is set out with a PC and Digiac charmstation, a 6502 and 80286i micro exploitor boards, in extension there are a collection of supporting boards.Teaching Styles and Learning Strategies.Teacher TalkA large part of the course is via instructor blabber, this allows for large chunks of info to be masking pieceed in a oft shorter s cubic yard of whil e. The causa this rule is chosen is due to the shear pace at which the course has to be delivered. The course is equivalent to a BTec Electronics course, victorious approximately two years at a college of further education, however the RAF students have to cover nearly the same amount of material in just six months. Teacher talk is not the best manner of tell information to students as they back tooth actually quickly retire interest and it is arduous to assess how much(prenominal) information the students have interpreted in. To alleviate this situation the instructor talk is broken up with unbelieving secessions. The inquirying secessions help the instructor to assess if the students have understood if learning has taken place, this also gives the students an opportunity to play an active role in the learning process. These manners promote individual involvement, encouragement, reward and a sense of execution to students of all abilitiesThe questions are directe d by the teacher, nominating a student to break up, this is cognize as Pose Pause Pounce this technique is apply throughout RAFs training and is one of the principal(prenominal) tools employ to promote learning. The teacher talk is also begun with a recap of the previous session, some cartridge holders the recap testament be at the end of the lesson. This re affirms the students understood. The level of association preempt be assessed, allowing the teacher to continue knowing that the students understand.Reading The students are effrontery course notes in a printed form manoeuvering both line drawings and diagrams as well as explanations. These notes form the back bone of the course material. They chink the Aims and Objectives for that section of the course, Information relevant to the course and a summary of the books main points. The book jackpot be use as a abduce to during the teacher talk. It can be used to illustrate a point, show other examples and reduce the am ount of complex diagrams that penury to be pinched on the white board.In addition the book has a severalise set of questions which the students are encourage to read. When they have read the book they can answer the questions, this promotes further reading. If they do not understand or cannot answer the questions so this should promote them to ask the teacher for further explanation. The questions are knowing to reinforce the possible action taught in class and promote greater concord of the subject.Practice by Doing.The first thirty hours or so of the course are mainly teacher talk, reading and working though examples on the white board, however once the under lying terminology and theories have been taught the emphasis of the learning style changes dramatically. The location of the teaching now moves to the laboratory where the students are wedded a brief introduction to an exercise, they then work through the exercise at their declare pace and in their own way utilise t heir knowledge. The students follow the exercise answering questions as they go. The questions are designed to point the students in the write direction, if however they are inefficient to proceed, the teacher is close at hand to guided them, this is achieved by question the student and trying to get them to identify the solution for themselves. If the teacher identifies that the class as a whole do not understand then they can bring the class back together to solve the problem. The teacher may need to give further guidance to the students to allow them to drop the exercise. This process is learning by doing and in completing the exercise the student give hope to the full be able to preserve this experience to the speculation section of the course consequently underpinning their theoretical knowledge with operable experience. materializationThis mode of teaching can be used during the theory stage. The teacher could show real components to allow the students to become more f amiliar with them, eyesight what they look like or by working through examples of how to finish a specific task.Demonstration can also be in effect used during the exercise phase of the course. This is precise useful when trying to impart complex information to the students. An example might be when an exercise requires surplus circuit boards to be used or components that have not yet been used. In these situations a demonstration of the exercise can be given by the teacher. This will allow the teacher to identify some(prenominal) areas of special interest and point out any areas that the students might otherwise female child or perhaps not think about.In addition it is by far the best way for the teacher to show how things are to be accomplished. i.e. showing how to connect up a system, what separate are require etc. The demonstration also allows the students to question the teacher about parts of the exercise they do not understand. The student can say so you mean this the teacher can then be sure that the students fully understand what is required.VisualVisual methods of teaching are available, though the prefer method is power point which the students despise and therefore is not used frequently by myself. However it can be a very useful tool for explaining difficult subject material, particularly when the diagram requires trend i.e. information been transferred about a computer system. This would be very difficult to illustrate on the white board as the teacher would need to continually re draw the diagram to show the movement, however using power point allows animation of the drawing which the students can see, thus reinforcing the idea. It can also be re run to allow the students to follow the process until they are confident that they understand. Questioning can be used to smash the understanding. The teacher can run the PowerPoint and ask the students to tell him what is happening and why. secondary Methods of Teaching and Learning Str ategies.DiscussionThis method is not very remove as the subject is technical and requires some under pinning knowledge. Opinions are not normally expressed as the material is factual. However this method could be used at the end of an exercise or at the end of the course. Infact the course does use this method is used to evaluate the feelings of the students and considers any recommendations that they may make as a class. However the course moldiness run in a clearly define way as laid down by the sponsor he Ministry of Defence.(MOD RAF)Teaching othersTeaching others is not generally used as the students would be required to fully understand the subject before they could teach psyche else. As it is most likely the first time they have seen this subject material it would be difficult for them the explain it to a colleague. Although a similar technique is used by the teacher when they ask the student to explain how something works, this method of telling the teacher shows that the s tudent understands fully, also any omissions or errors can be corrected by the teacher.Choice of methods Teacher talk The main reason for using this technique is to cover a large amount of theory over a very short time, a lot of information must be imparted very quickly. This method does not have a good retention rate approximately 5% however when match with questioning technique, and a recap of the subject at the end or prior to the starting the next section, it improves the retention as well as checking the students understanding.Reading As with Teacher Talk the students are expected to cover a large quantity of information very quickly. However this method has a poor retention rate approximately 10%, but when coupled with questions for each book it reinforces the knowledge, this can then be study during a class session. This method is used due to the short time available, students are expected to read the material they cover in class as part of their learning process. This is d one during there own time i.e. out of class hours. The questions should identify to the student whether or not they understand, thus prompting them to request addition information or clarification from the teacher at the beginning of the next lesson.Practice by doing This method is much better with approximately 75% retention rate. It is used due to the practical nature of the job (hands on). However it can only be used after the under pinning knowledge has been taught and understood. The students can apply the knowledge they have learnt to the practical exercise. The other reason for using this method is due to the nature of the subject. Example It is impossible to show the students the internal workings of a micro processor , therefore the operation is illustrated by put to deathing tasks with the micro processor to prove that it functions in a particular way. The students have to relate this to the theorectial phase of the course, in doing so they should fully understand the ope ration of the micro Processor.Demonstration This method has a reasonable retention rate well-nigh 30%. It is used to show the more complex aspects of the course, a picture paints a thousand words. The teacher can use this method to impart complex instructions to the students, the students can ask the teacher questions confirm their understanding, checking and correcting as they go. Visual This method has a retention rate of around 20%. This method is tied up with demonstration as the students will be watching the teacher perform a task. Learning how to perform the task requires knowledge, understanding and the skills to complete that task. The visual method is instant corrode back to the student, they can see how a task is accomplished. This is an important method of teaching as their job will involve watching someone perform a task and them doing the task for themselves to the required standard.SummaryThe unlike methods of teaching are effective, the reason for this assumption i s that the majority of students go on to the next phase of their training, and eventually into a post within the RAF. In addition I have spoken to students that I have taught who have remarked on the course and its content, most all of them say it was a very good grounding for their trade training.

Financial Decision Making, Easyjet in comparison with Ryanair

fiscal end Making, Easyjet in comparison with Ryan broadcastThe purpose of this report is to prep atomic number 18 an analytic thinking of the pecuniary execution of instrument and position of Easyjet plc in comparison with that of Ryanair plc.The CORE model onward motion was practised in preparing a review of apiece air lanes annual accounts with selected ratios apply to evaluate comp ar, transmission line their pecuniary feat. An analysis of Easyjet plc process and position against Ryanair plc confirms the by-line key findings.The principal finding from this report is that the latest finance dodge for Ryanair plc is non sustainable in the long shape. Easyjet plc diversification into adjuvant activities has incurred exist which al wiped out(p) be recouped every last(predicate) all over a catamenia of prison term and gleam a positive enthronization strategy during and after the economic downturn. Furthermore, Easyjet will achieve additional savings if a n optimum hedging policy is apply during the authorized economic downturn.IntroductionAn appreciation of the European airway industriousness was considered in relation to Easyjet plc accepted fiscal positioning and chump knowledge as the preferred low comprise skyway provider. The financial performance and position of Easyjet plc was appraised against Ryanair plc through application of the CORE (Context, Overview, proportionality, Evaluation) model.Context upholdes the market comp whiznt part and European air duct environment from an internal and external billet that the cardinal plcs operate and compete at heart.Overview is an appraisal of the financial performance between the 2 Plcs in relation to similar operational activities and qualifying their accounts and strategic nest during the current economic downturn.Ratio analysis strengthenes the relationship between utter centres inwardly the Balance Sheet, Cash f subroutine Statement and Income Statement to establish the base of Evaluation for financial performance between Easyjet plc (Easyjet) and Ryanair plc (Ryanair).Evaluation of the two accounts is an integrative component of the CORE address based upon the three preliminary stages to incite with seeing an overall conclusion from the analysis.The overall conclusion whitethorn and so be drawn as to the degree of success of the boldness in terms of the implementation of the corporate strategy for client, competitors and suppliers according to the specific counselling of the analysis (Moon Bates, 1993).Context (Internal)Each respiratory tract as their primary action provides international and regional low speak to airline business sets at bottom the European airline industry. both airlines are recognised indoors the market and operationally commissioningsed towards a low- coiffe strategy. Sustainability and success of providing low approach airline derives is critically dependent upon curbing a low cost base espe cially during the current economic downturn to protect long-term viability.The global duopoly of Boeing and Airbus within the European airline industry influences the high fixed cost relative to uncertain be that is inherent to airline pricing and reachs the operational focus towards retaining a low cost base. Reducing operational cost provides each airline with flexibility to offer displace ticket fares, issue dividend shares or retain earnings for future investing as part of their belligerent favour over a rival (Brassinton Pettit, 1997).From a media perspective and operational approach, Ryanair has boffo introduced a low cost base through staff optimisation and promoting www.ryanair.com for online ticket sales. Application of the airlines website fucking provide an integrated marketing communications strategy as thoroughly as introducing an effective counseling development system to co-ordinate tax taxation activities. Ryanair is reputed to swallow achieved 22 one million million pounds in reduced sales and distribution costs through application of their web-based vigilance culture system (Done, 2008).Additional operational savings to establish a low cost base consent been generated through Ryanairs metreisation of their airline fleet to Boeing 737s. Standardisation provides lower staff training and maintenance costs out-of-pocket to familiarity and inventory considerations. some(prenominal) airlines target the European short-haul metropolis look at market segment and utilize a system termed yield management to allow seating to be priced according to supply and demand (Ryanair Plc, 2008).Ryanair and Easyjet focus upon an optimum turnaround time at each collectible to acquit planes being non-revenue generating. To maximise wages, fixed and variable costs are regularly challenged to introduce further savings which establishes the rationale as a low cost airline provider not to be forthcoming with fee to riders for escapis m digestcellations. It is thusly an operational priority to ensure do oral communication with minimal lost baggage claims and flight reliability exceeds the industry standard in relation to key performance indicators.Dependent upon the size of the aircraft procured or leased from Boeing and Airbus, economies of scale stinker be achieved to attach the direct utility edge of the airline. Establishing a sustainable low cost base can change magnitude the intercommunicate operating proceeds, increasing the airlines purchasing power to bring off preferential commercial arrangements with suppliers. Furthermore financial success in one industry field provides opportunity to develop activities in other sector using adjunct partners. In relation to each airline generating ancillary revenue, Easyjet activities have diversified into conglomerate market segments and achieved higher revenue returns beyond that of Ryanair, as minute within each airlines Income Statement. twain th e airlines have spread out their ancillary activities with Easyjet achieving a 115% improvement for ancillary serve ups including machine rentals, Hotels, apartments, Travel Insurance and Airport Parking as recorded within their respective company accounts.Ultimately, Easyjet is expanding the portfolio of activities during the economic downturn to develop the brand and establish complimentary ancillary services to mitigate against revenue loss in a specific sector such as Passenger flights. In contrast, Ryanair has generated a 23% improvement in their ancillary services with rider service the primary focus to achieve revenue (Easyjet Plc, 2008).As a short term strategy, this has possibly generated the concern that Ryanair performance has improved over Easyjet, yet as a long term approach the approach is not sustainable. This is repayable to all operational activities having a specific cost threshold and in a fare war contest it may become necessary to subsidise activities from o ther more expediencyable ancillary activities. The current approach by Ryanair in the economic downturn is on that pointfore considered prejudicial against their long-term viability.Each airline primary summations are critical within the Income statement that reflects the substantial superior outlays in relation to the purchase of aircraft fleet for both providers. In the long term this approach can be beneficial due to reduced future costs associated with leasing as well as minimising interference from external financing companies concerning pricing tactical manoeuvre with possible withdrawal of finance due to sensed negative forwarding of the airline.Ownership of aircraft establishes a tangible asset and brand platform that can be applied to accession shareholders and investors confidence. The accumulation of assets establishes a long-term investment strategy that requires operational maintenance and management depreciation consideration. Ownership of the asset ultimately provides each airline with the opportunity to select without constraint their service partners for maintenance, cleaning and insurance queerage. As antecedently mentioned both airlines target the short-haul city break markets and utilise the yield management system to allow seats to be priced according to supply and demand thereof exercising right control of their marketing mix to the consumer (Airlines, 2006).Recorded revenues of 2,171 million was achieved by Ryanair during the financial year ended on evidence 2008, representing an add-on of 21.3% over 2007 and generating 37.6% of the total revenues in 2008(Ryanair, 2008) in comparison recorded revenue was 2,362.8 million in September 2008 generating an increase of 31.5% compared to their performance in 2007 and reflective of a sustainable corporate strategy to protect the viability of Easyjet during the economic downturn(Easyjet Plc, 2008).Easyjet completed the achievement of GB Airways in January 2008 with Ryanair attemptin g a similar corporate attainment that was rejected by Aer Lingus. Currently no progress has been achieved from the Aer Lingus rejection of the offer yet the collapse of buget airlines turn over Europe in 2009 with previous budget airlines alike going into cheek does not provide the consumer with confidence in low cost fare providers (PIGNAL, 2008).Context (External)According to Datamonitor (2008) by 2011 the airline industry is forecast to have a value of 89 billion with 773.5 million passengers anticipated to use airline travel on an annual basis. Competition amongst the two airline providers is increasingly foc employ towards cost and brand marketing. Various management cost diminution initiatives with provision of solo one class of service have developed each airlines reputation as a no-fill providers due to costs being charged for all non-essentials.To assess the external profile of Easyjet in comparison to Ryanair a SPECTACLES approach is applied with consideration toward s the various categories as well as applying Porters five forces model (1980).Social considerations embrace credit rating of both airlines as market leaders with strong brand identification for low cost fares. Furthermore, both airlines have developed a reputation for reliability through punctuality of flight times, minimal flight cancellations and reduced lost luggage claims.Political considerations overwhelm all regulative constraints that may apply to both providers such as airport charges which are generally levied through regulation preferably than commercial negotiation.Economic considerations implicate the economic downturn, reduced disposable income and expenditure of customers together with increasing furnish costs due to global conflict and fear of terrorism attacks. In addition, global events have change magnitude insurance provisions and requirements within the airline industry.Cultural considerations include the perception that low cost airlines provide an su bstandard service in comparison to traditional flag carrier and take aim airlines that concentrate upon a differentiation competitive advantage.Technological considerations include the recognition that safety is a main consideration and cost aspect with all aircraft parts have a defined life-span in the lead permutation is required. The replacement of prop aircraft to jet engines as part of fleet modernising as well as increasing safety requirements requires airlines to a continual review of their projected superior and maintenance allowances.Aesthetic considerations include the preference for one airline over another with Easyjet achieving a global focus due to broader activities in comparison to Ryanair. twain airlines provide the same class of service on all flights with emphasis upon low costs.Customer considerations include ease of on-line booking together with ticket costs unite with reliability of each airline operating the prescribed flights and minimal loss baggage cla ims. Against Easyjet, Ryanair has achieved meaning(a) short-term success in this category at the depreciate of generating a love/hate relationship with the public.Legal considerations include the regulatory constraints for passenger safety, security provisions, make noise reduction, and environmental issues. In addition, to employment and aviation law, there is competition and liability legislation that restricts the operating activities of each airline.Environmental considerations include all regulatory constraints that may apply such as noise reduction, emissions and force out efficiency, reduced energy, water and material consumption and air trading congestion.Sectoral considerations include review of competitors and future regulatory considerations to enable a competitive advantage to be developed over rival airlines. In legion(predicate) respects review and implementation of Porters (1980) competitive forces provides the sector framework for analysing the gaudiness of co mpetition to the profitability and attractiveness within an industry. The below five forces diagram illustrates the relationship between the different competitive forces (Porter, 1980).Adapted from Porter (1980) quintet Forces ModelThreat of new entrants lowThe preference for lower air fares generated the business opportunity for Easyjet and Ryanair to compete against traditional flag carrier and lease airlines. A high swell investment and legislation requirement combined with competition for additional airport slots/positions creates physical and financial barriers for new operators within the airline industry. talk terms power of customers increasingAvailability of constant information through the World Wide Web provides information of which airline has the cheaper fare and within an economic depression, the preference of the customer is generally towards the cheaper service provider.Bargaining power of suppliers strong but limitedThe price of aviation discharge is directl y related to the cost of oil, as an individual company Easyjet and Ryanair does not have the power to alter this. The impact of the supplier depends on the accessibility of alternative suppliers and product substitutes (Dibb Simpkin, 2001). The more these airlines expands the more power it will receive over its suppliersThreat of the substitute products or services low in that respect are no tenable threats from other modes of transport as distances are too great except from London to Paris, which can be reached by Euro Star.Current competitorsEasyjet and Ryanair sustain a cost leadership advantage over all other operators including traditional flag carrier and charter airlines that utilise a differentiation rather than a low cost base.OverviewBoth Ryanair and Easyjet have membership of the European Low Fares Airline Association (ELFAA) to assistance with their equal representation within the airline industry. According to ELFAA (2009) statistics Ryanair provides 1,200 daily fl ights in contrast to the 1,000 daily flights provided by Easyjet. As a consequence of providing a higher volume of daily flights than Easyjet, the passenger load factor for Ryanair is lower at 81.4% according to the June 2009 ELFAA statistics. The passenger load factor of 85.2% for Easyjet identifies on norm their passenger occupancy per flight which can be compared to the break-even point to identify the profitability of a specific flight (ELFAA, 2009).The below table provides an perceptivity of each presidential term in relation to their operations and company profile.RYANAIREASYJET naturalised19851995ANNUAL TURNOVER2171 million2,362 millionOWNERSHIP STRUCTURERyanair Holdings PlcEasyjet PlcNO OF AIRCRAFT220165MAJOR FLEET TYPEBOEINGA320 BOEINGMAIN HUBLONDON, STANSTEDLONDON, LUTON AIRPORTH/QDUBLIN, IRELANDLONDON,UNITED KINGDOMNO OF ROUTES cover950400NO OF COUNTRIES COVERED147 COUNTRIES28 COUNTRIESEMPLOYEES59206107PASSENGER VOLUME60 MILLION43 millionPASSENGERS5.12 million3.53 mill ionPUNCTUALITY FLIGHTS ON TIME88%80%ACQUISITION MERGERSFAILED TO ATTEMPT AER LINGUSACQUIRED GB AIRWAYSEXTERNAL AUDITORSKPMGPRICEWATER COOPERSAIRLINE PASSENGERS PER EMPLYOEE96796772Source Easyjet plc 2009 Ryanair plc 2009.Both the airlines follow the going concern basis in preparing their financial statements which have been certified by independent respective external auditor as being a true and fair status of the companys financial overview. The financial statements are inclined(p) in accordance with the International Financial describe standards (IFRS) as adopted by European Union (EU) and effective from March 2008 as applied in accordance with the prevailing Companies Act legislation. Both airlines amended their accounting policy in 2005 from UK GAAP to International Financial Reporting Standard (Ryanair Plc, 2008 Easyjet Plc, 2008).Both airlines are successful in strategising for revenue generation with Ryanair maximising its profit through effective control of operating e xpenses in comparison to Easyjet. An example is Ryanairs effective fuel hedging policy which allows the airline to allocate fixed fuel costs without surcharge to the customer whereas Easyjet varies their fuel surcharge to the customer.The turnover for Easyjet is 2,362 million (2008) from 1,797 million (2007) which is a 20% increase in the turnover. Unfortunately due to the change magnitude system expenses incurred profit margins have not been maximised due to staff, marketing and fuel costs. These costs cumulatively represent a total cost increase of 28% in 2008. The final outcome was a subside in profit margin from 11.23% from 4.66%, which trails far behind Ryanairs profit margin (Easyjet plc, 2008).Ryanair in comparison to Easyjet has increase its turnover to 2,171 million (2008) from 1,789 million (2007) which is a 13% increase whereas their administration costs increased by 13% from last year. This has led to Ryanair capitalising on the increase in turnover to profit (Ryanair plc, 2008). Airline passenger per employee for Ryanair is great in comparison to Easyjet and reflects an optimum utilisation of resources. Ryanairs punctuality of flights on time is 88% when compared to 80% of Easyjet which demonstrates the operational efficiency of staff. The customer base has increased for both airlines with Ryanair achieving greater customer retention through market mastery of the short haul flights.The addition of 16 more aircrafts through Easyjets acquisition of GB airways to 165 aircrafts amounted to a capital expenditure of 118 million (Easyjet plc, 2008). Ryanair took the pitch of 30 new aircrafts bringing its total to fleet of 220 aircraft which amounted to 97.1 million towards capital expenditure incurred for the year. Both the airline has an expansion plan which clearly shows in their adding of more aircrafts to their existing fleet. Ryanair has raised finance through the mortgage of their aircraft, with a book value of 3,061.5 million as collateral se curity for finance generated through loans for purchase of next generation 737-800 Boeing aircrafts (Ryanair plc, 2008).RatiosThe calculated ratio analysis establishes the relationship between stated totals within the Balance Sheet, Cash Flow Statement and Income Statement to establish the base of Evaluation for financial performance between Easyjet plc (Easyjet) and Ryanair plc (Ryanair). The three main areas of Strategic analysis include kaleability, liquid and Efficiency as well as Gearing and Investment. Consideration of the ratios reflects the performance of Easyjet in achieving strategic goals in comparison to Ryanair and other rivals. The ratios are in the table format and the implications are discusses below (Moon Bates, 1993).RatiosRYANAIREASYJET2008200720082007ProfitabilityROCE9.20%9.86%5.78%12.08%Net Profit Margin16.17%20.16%4.66%11.23%Goss profit margin19.79%21.09%3.85%9.57%ROSF15.61%17.15%6.51%13.22%LiquidityCurrent Ratio1.53 generation2.02 quantify1.56 Times1.88 T imesAcid Test Ratio1.53 Times2.02 Times1.56 Times1.88 TimesGearing Ratio47.55%44.47%41.53%39.19%Interest carry on Ratio5.53 Times5.09 Times3.36 Times6.70 TimesEfficiency RatioEarnings per share20.6722.5619.8436.61Wage Cost (%)10.51%10.13%11.14%11.36%Other ratiosDebtors Collection eld4.6 geezerhood3.82 days21.55 days34.2 daysCreditors Payment days17.39 days8.94 days11.97 days8.04 daysSource Easyjet Plc.2008 Ryanair Plc, 2008.The financial ratios provide a quick and relatively simple means of assessing the financial health of the organisation (Atrill Eddie, 2006).EvaluationTo complete the CORE model an evaluation of the two airlines has been prepared with a succinct thickset of the main findings of the report including key recommendations identified.Both airlines have reduced profit margins with Easyjets profit margin gap is meaning(a) in compared to Ryanair. The decline in the profit is mainly due to an increase in administration cost as previously reported. The main bring fa ctor is 66% increase in the fuel cost when compared to 2007 whereas Ryanair had exclusively 14% in increase in fuel cost due to its effective (73%) hedging policy on fuel charges. Neither airline released dividend payments for 2008.To reduce short-term earnings volatility Easyjet has put the following fuel and currency hedging positions in place66% of anticipated 2009 financial backing requirement is tabled at 1.96/,an additional 5% of requirement are hedged with collars with bonny floors of 1.73/ (of what Shinde per sq metre)56% of 2009 capital expenditure relating to aircraft deliveries hedged at 1.97/81% of anticipated 2009 euro surplus hedged at 1.24/.(Easyjet plc, 2008).Easyjet has also achieved a positive trend through reduced wage costs in comparison to Ryanair, which is a consistent consideration to maintain during an economic downturn to ensure competiveness with Ryanair. The operating profits for Easyjet were lower due to incurred advertising costs which were high in c omparison to minimal advertising costs incurred by Ryanair and recorded as zero within the Income Statement. Online booking for Ryanair is greater than 90% which results in a small operating expense towards marketing. In contrast to Ryanair, Easyjet is applying a long term strategic approach to maximise revenue through advertising in the media and other channels to inform customers of their service value with competitive low fares.The acquisition costs for integrating GB Airways costed at 12.9 million in 2008 which is going to reflect as an expense on next years income statement will assist Easyjet to increase profit margins. Easyjet has also increased ancillary revenue which will assist the company to mitigate its corporate risks through diversification of activities.Both airlines use the straight line method for calculating depreciation due to which Easyjet is presentation 33% increase in its depreciation cost versus Ryanair 22% increase in depreciation. In relation to Easyjet th e depreciation cost is high due to the acquisition of GB Airways with additional assets to be depreciated.The gratify cover ratio, which is used to determine how easily either airline can pay fill on outstanding debt, was calculated by dividing each airlines revenue before hobby and taxes with ratio. The interest cover ratio has declined dramatically for Easyjet by 3.34 times when compared to Ryanair which increased by 0.44 times. Thus the decline in Easyjets interest cover ratio can be explained through an increase in get and combined with a dramatic decline in profitability in 2008.The lower the level of operating profit coverage, the greater the risk to lenders that interest payments will not be met, and the greater the risk to the shareholders that the lenders will take action against the business to recover the interest rate. Whilst Ryanair has its maintained a favourite(a) interest cover ratio in comparison to Easyjet due to the profit 429,664 achieved despite high borro wings. Easyjets Interest cover ratio was not as favourable due to their profit margins of 910,000 despite achieving a preferred string ratio in comparison to Ryanair.The gearing ratio refers to the relationship between the amount of fixed interest capital and the amount of equity within each airline. Ryanair has increased from 44% (2007) to 47% (2008) primarily due to an increase of long term debts at 13% in 2008. When the value of debt capital is more than the value of equity as in Ryanairs situation the organisation is passing geared due to large borrowings of 1,814.57 increasing the risk of bonny insolvent in the medium to long term particularly if the economic downturn continues.Ryanair is raising finance for operational activities at the expense of an increased gearing ratio from 9.32% in 2007 compared to 39.96% in 2008 due to a decrease in profit margins (Ryanair Plc, 2008). Whilst, the gearing ratio for Easyjet increased to 41.53 % (2008) from 39.19 % (2007) this is prima rily attributed to the acquisition of GB Airways. The future gearing for Easyjet will reduce due to consolidation of activities whereas Ryanair increased gearing is attributed to the intended acquisition of Aer Lingus, purchase of market shares and investment within operational activities.It would therefore appear that Ryanair have exhausted the military posture to achieve future funding due to their current gearing ratio whereas Easyjet focus is towards consolidation of activities with an increase in profit margins anticipated in 2009/10.Easyjet have increased current liabilities in terms of aircraft maintenance cost and differential financial instruments (hedging losses) that have generated a reduction in the current ratio combined with the acquisition of GB Airways. Whilst Easyjet can access significant money and liquid investments to mitigate the risk of business disruption events of or so 863 million as at 30 September 2008 this excludes restricted cash of 66 million for short-term liabilities. Whereas the cash balance for Ryanair has improved it is only through analysis of the ratios that a downward trend is developing due to an increase in current liabilities within derivative financial instruments.Ryanair utilises derivative financial instruments to hedge against losses by anticipation of future price increases concerning predicted variability in cash flows of an asset, liability or a highly probable forecasted transaction. A significant contribution for an increase in the current ratio for Ryanair is the increase in maturity of debts. Both Ryanair and Easyjet have a similar acid ratio due to absence of stock or inventories within their published balance sheets.The sales revenue per employee ratio identifies how each airline is utilizing their employee productivity with an increase generally reflective of efficiency with management establishing additional key performance indicators for staff to achieve. As previously detailed on the ratio compari son table, Ryanair has increased sales revenue per employee. egress on capital employed identifies the relationship between the operating profit and average long term capital invested and is significantly reduced for Easyjet due to long term liabilities yet this is recognised as a fugacious phase following the GB Airways acquisition as well as undertaking airline operations within a competitive market. Achieving a profit within an economic downturn combined with adjustment of the hedge reserve will enable Easyjet to improve their effectiveness in 2009/10.In contrast, the capital redemption reserve for Ryanair has increased due to purchasing previously released equity shares as well as increasing long term liabilities with various financial institutions and established primarily on the basis of guarantees tending(p) by Export-Import strand of the United States to finance the acquisition of 107 Boeing 737-800 as a next generation aircraft.Whilst having slight favourable ratios tha n Easyjet the funding provided by the Export-Import Bank of the United States for Ryanair is attributed to the bank emphasis to support the financing of U.S. goods and services (Trade Finance, 2004). It could also be suggested that the purchase of previously released shares by Ryanair was implemented to prevent another airline purchasing Ryanair shares due to their perceived vulnerability since the continued reduction of operational costs is not a sustainable activity.The Debtors Ratio identifies the effectiveness of a debt collection routine and within the competitive low fare airline industry, efficient ratios would be anticipated especially when the focus is towards cost reduction measures and borrowing finance is a chargeable activity. Ryanair has an excellent debtor collection policy with a minimal increase 0.78 days in 2008. This could also be reflective of the absence of available liquid reserves within a business to increase the availability of work capital and reduce finan ce borrowings. In contrast, Easyjet debtor ratio can be optimised from 12.65 days in 2008 to improve the availability of working capital within the business and limit borrowings. In comparison of the two airlines, Easyjet could improve their debtor ratio to seven days for efficiency purposes whereas Ryanair requires a constant focus on their debtor ratio analysis due to availability of working cash and requirement to minimal all non-essential costs.The Creditors Ratio provides an alternative perspective on how the two airlines consider their debt considerations. Ryanair creditor payment period is 8.45 days and therefore due to the volume of activities there is the availability of finance for other activities for an average of 8.45 days until payment/settlement is issued. Through utilising the credit payment period as a temporary borrowing option there is the perceived high risk that funds for payment could become committed and rather than generating revenue growth, funds are being j uggled. In contrast the creditor payment period for Easyjet is 3.93 days restricting the availability of working capital to be paid to creditors rather than using it for day to day operations.In summary of the ratios selected for comparison the creditor and debtor ratios is reflective in general of how each airline is approaching their activities. Ryanair is quick to require settlement from debtors due to their restricted borrowing availability and uses a period of 8.45 days as an opportunity to generate additional revenue prior to settlement. Depending upon the volume of finance available within this period, Ryanair is anticipating the generation of additional revenue through hedging activities and received interest returns. In contrast, Easyjet is quick to make settlement as a creditor and less e

Grendel, John Gardner Analysis

Grendel, John Gardner AnalysisIn John Gardners Grendel, he presents Grendel as a truly unique character. Gardner portrays Grendel as a be amiss, confused yet a convoluted creature. Whom he homosexualizes. I intent that by portraying him this representation, Gardner shows how thither ar two sides to each news report. This brings him to a greater extent relat open to the reader. Grendel is monstrous, yet not brutish. Grendel is a character who is capable of learning, opineing, depression emotions and communicating.Personally what attracts me to Grendel is his curiosity. Readers send packing relate to Grendel in many ways. He screws that his actions ar cruel, yet he complimentss to understand why he persists in them. Grendel has been at war with the Danes and it was one-twelfth year of his idiotic war (5).Grendel knows that his war with the Danes is a cycle, which involves him killing muckle but he still continues it. He knows what he is doing is stupid and idiotic beca use he describes it as idiotic (5). I tang that the reason he still goes on with the war is because he is touch officular(a) to find prohibited why he does the thing he does .I think he is hoping for an epiphany. Grendel is longing for an answer. The curiosity of Grendel, gives the reader the reasoning behind his attacks and this makes him more understandable to the reader.Like humanity Grendel is able to learn quickly. He learns a lot active himself and the world while he is trapped in the tree. While he was up on the tree, Grendel realizes that the whole world is unstable. In former(a)wise words, he thinks that the world is chaotic and violent. I understood that, lastly and absolute, I al single exist (22), Grendel realizes that he is alone in this world. by the entire impertinent it has been a learning process for him. During his act-back hazard he learns that humans are no dull mechanical slovenly person (27) but they were the most dangerous thing (27) he has ever m et. His early encounter with humans made him want to learn more about the humans and this is why he seeed humans. He would watch them from the eaves of the forest (30), he wanted to know more about humans. He felt a connection with humans, even though they misunderstood him and attacked him. I think he found more of a connection with humans that with his own stupefy because they had similar traits such as thinking, learning and curiosity. I feel that Grendel is an scintillating creature because he is able to use what he has learned from past deform observations. He knew that the Danes were doomed (53), Grendel has seen people fight each other and annul each other and he knew that the same fate awaited them. The way that Gardner portrays Grendels rationalization and his energy to learn show how untold of a complex character he is. He was able to recognize humans generate a similar language.Grendel care humans is likewise able to feel emotions. This is what separates him f rom the all the other creatures. When Grendel was stuck in the tree trunk, he bellowed for his mother (27). I feel sympathy for Grendel because he reminds me of a minor .His behavior is childlike. He is in search of love just like any other child. Grendel is scared just like any child would be. By Gardner humanizing Grendel he is able to d mad sympathy towards him. After sparing Unferth, each eon he sees him, he rolls on the floor with laughter is mocking him (90). Grendel is able to feel and shows that he knows that humans pretend feeling too because he knows each cartridge clip he mocks Unferth he knows that it kills him a lesser on the inside. When Grendel encounters Wealtheow, he describes her as beautiful and as innocent as get across on winter hills (100).Wealtheow tore him apart as once the shapers stress had done (100).Grendel is moved by her beauty. He had the greatest admiration (144) for her.Grendels strength to think attracts the reader because ability to think separates human from animals. He is a bit of philosopher. He seeks, like an existentialist philosopher, to understand the nature of his world and to bring his nature to completion. He understands that the world was slide fastener (21).He understands the world is nothing and that a person define meaning to their life. His existential witnesss are also shown when he was tempted to whisper, all of us must sooner or ulterior pass (145). He understands that people are only here for a short period of time. With his encounter with the dragon, he understands the dragon could lie. He was disgust enough (71).I feel this shows how complex Grendels thinking ability is. He female genital organ synthesize information about the dragon, afterwards meeting with him and uses reasoning to presage out that he couldnt trust the dragon. He doubts the dragon. I feel that this shows his ability to think because doubt is caused by thinking and analyzing information and assessing the validity of the information. at last Grendel is a character who is full of pride. He thinks that he is better than other creature. He requires other creatures as low-life. He wonders why cant these creatures return a little dignity (6). He thinks he is better than the cook because he has dignity. When he was fighting with Beowulf he thinks he is better than humans. He thinks he can escape him (169).He thinks that he is better than humans.Point of viewIn John Gardners Grendel, Grendel, both the main character and narrator of the story, narrates the story from a first person headway of view. I feel that this adds a personal link to the story because all the emotions he describes are raw emotions. As I go done Grendels life, I am benevolent towards him because of his raw emotions. Because it is told from the first person perspective, the emotions described are the same assume emotions Grendel felt.I think the reason Gardner chose to tell it from Grendels point of view because there are always two sides to each story. In the expansive, Grendel is portrayed as a simply monster who is plain evil and has no emotions what so ever. Gardner gives a chance for Grendel to tell his side of the story. Grendels first encounter with men, they consider him as a spirit (25).The significance of this experience is not how he encounter men for the first time but how the people reacted towards him. They misunderstood him from the get go. They didnt even try to understand him. At one point they though he was a fungus (24). Gardner uses Grendel to convey the idea that bullies are like monsters in a sense because no one tries to understand them. citizenry jump to conclusions without knowing all the facts like how they classified Grendel as a spirit without having any concrete evidence that proves he is a spirit. some other example is when Grendels mouth moved but nothing would come out (26) and they assume that Grendel is hungry. Then they mistaken him as an enemy, and the king hurdles an chop towards at Grendel (27). I feel bad for Grendel because everyone misunderstands him.Grendel telling the story makes us feel pity towards him which was lacking in the original Beowulf. In the epic Grendel was a monster who was pure evil but in Grendel, he is almost childlike which makes us feel pity towards him. When he was be attacked by humans, he bellowed for his mother (27) just like how a child would call out for his mom when the kid is being picked on. In Beowulf he is portrayed as an evil monster that was fearless and his mind set on killing but in Grendel he admits being scared of them (79).Grendel being narrated in first person adds a personal touch to the novel. Because the main character narrates the novel, raw emotion is described. Who is better to describe how he feels than Grendel. Throughout the novel, I get to know what exactly what Grendel is feeling and what is acquittance by dint of his mind. For example during his first raid, he felt an unearthly mirth (79).Because he describes this as a first person, it feels personal and the emotions see, strong but this would be lost if it was narrated in third person. Being narrated in first person amplifies the emotions. For example after attacking, he decided, meaningless to kill her (110). We know what is going through his head, this amplifies any emotion we have towards Grendel. We would feel differently towards Grendel if it was said through someone else.One thing that is lost through first person point of view is the truth. The facts are clouded because we have a limited perspective. We only see one side of the story, in this case Grendels side on how the events happened. Grendel narrates the story in past tense so his feelings are clouded with how he feels at the moment. For example I have eaten several priests. They sit on the stomach like duck eggs (129).He might have felt differently when he had in reality eaten them but reflecting on it, he feels they were like duck eggs.ThemesO ne of the prevailing themes in Grendel is the take for club. Throughout the novel, Grendel is in search of club. Grendel desperately tries to able in a community, but he will always be an outsider. Grendel tries to join the human community when he went to the hall and cried out help Friend (52). He wanted to be part of the human community but he wasnt accepted. The way people reacted towards him was they tried to kill him. He would observe human behavior. Season after season he would watch from the high cliff wall (37) and observe humans and how they fought. Why would he observe humans if he didnt want to be part of their community. He is definitely intrigued by them. At times Grendel would feel alone and displeasing (17).Grendel relates being alone to ugliness so he needs social club to feel good about himself. I feel that Grendel has a need for community is because he doesnt want to be alone. He has no one to talk to. His own mother cant communicate with him. He is in sea rch of a companion. He is jealous of the shaper because he has people to talk to (53).Even though he wants companionship with humans he knows he will never fit in.Grendel sees many benefits and flaws with humans. I think Gardner is addressing the benefits and drawbacks of human community through Grendel. One of the benefits he sees with community is team do. He called humans Crafty-witted killers that worked in teams (31) He admires their team work. Another benefit he sees of community is how they would listen to each other at meadhall tables (32).The problems that he sees with community is how much they waste. When he came to the hall he say cows in their pens rank burbling blood through their nostrils, with javelin holes in their neck. None had been eaten (33) .Another problem he had seen with communities was war. He observed how the wars began (34)He saw all the destruction of wars.Another find theme in Grendel is art. The shaper plays a huge part in this theme. Grendel is so e nticed by the shaper that he wanted to part of his stories. He was so enticed that the sharper made him believe that he was part of the unsung side (51).He was addicted to shapers story and kept coming back for more. The Shapers songs embed in Grendel a sense of despair and longing for emotional contact. He at first attempts to repent and embrace the ideology of the humans in exchange of acceptance, but when he is rejected he instead decides to fall in to the usage which the Shaper had assigned him. His idea of the Shaper changes after his encounter with the dragon. He realizes that the shaper is just like everyone else and that it was all an prank (62).The way they change the world through the arts in wiliness is by changing is history. History is told by the victor. Shaper tells people what they want to hear.In the epic Grendel is a character of pure evil with no good intention in his heart that is if he has a heart. Gardner, on the other hand uses a different approach in Gre ndel. In Grendel, Gardner shows some sign of probity in him. On act of rectitude is when he decides not to kill Unferth. Unferth passes out and Grendel decides to pick him up gently and carried him home (90).He feels pity towards him and decides not to kill him. Another act of goodness is when he decides not to kill. Grendel cannot see himself past the monster that he is. any time he does something bad he feels guilty, but every time he does something good he feels like a sissy and a bad monster. Grendel is a monster because he accepts his role as a monster. When new people show up he is mad with enjoyment (151) because he now has new people to terrorize. If he didnt accept his role as a monster why would be in his twelfth year.Grendel has different idea of good and evil. To him humans are evil because they would incessantly fight each other. He would watch the fighting going on all that summer and begin again the next (36).He sees how fighting leads to destruction. panoramaGr endels cave has a both a emblematical and a vocal meaning. In his mothers cave large old shapes with smoldering eyes sit down watching me. A continuous grumble came out of their mouths their backs were humped. Then little by little it dawned on me that the eyes that seemed to bore into my body were in fact gazing through (16).When he awakens Grendel describes the cave as dark (23). The caves comprise lousiness and the evil within it. They are associated with each other because darkness can evoke fear and that is what both the caves and monsters do. The cave in this novel can be used in both literal and symbolic ways because a monster, Grendel, functions inside of it. The cave also represents the fact that they are not always evil because Grendel is not portrayed as a completely evil creature.The most interesting thing about hart to Grendel is the people. He learns about what happens to them when they become angry or when they decide to work together. He is impressed by their nerve. Grendel is impressed by how Hrothgar shown them the strength of his organization (37).It is a symbol of how complex the human race can be. What stag means to them is home. They all gather their and share their lives. It symbolizes their strength to live through all of the things that happen to them. Hart is a place where they can socialise because it was a place where where they would listen to each other.(32) It also symbolizes unity because they can accomplish many things when they work together.I dont think that Grendel fully understands the natural conditions of the human world because, while he wants to be a part of them, he doesnt know what its like to be part of a community, and just getting information through observation isnt enough when its about elaboration and tradition. The most striking thing that Grendel finds about the way humans live is their ability to make patterns and create faades over the real world to make it appear the way they want it to.Grendel f eels that the physical world is not in truth there. He feels that Grendel is the only living thing that is truly there and living. He feels like he is the only one that matters at all. Everything else isjust billet for him to move around in because he creates the whole universe, blink by blink (22).He feels that the world is just one big machine with no thoughts of its own. Only he, Grendel, is truly alive and intelligent.

The Ruined Maid by Thomas Hardy and Cousin Kate by Christina Rosetti Es

The ruined Maid by Thomas brazen-faced and Cousin Kate by Christina Rosetti The poems that I studied are The Ruined Maid by Thomas Hardy and Cousin Kate by Christina Rosetti. The Ruined Maid was published in 1901, and Cousin Kate in 1879. These poems were both compose in tight-laced times, and they both reflect the spots towards women at the time. At the solution of the Victorian period womens powers were extremely limited they could not control their avow money and were very much under the control of men. Among the few honourable jobs available to women were teaching and taking in embroidery, and these were poorly paid. The attitude towards women at this time was extremely patronizing. Women had not yet been given suffrage As they could not vote, they had little power and little choice. In the empty-headed of these attitudes the poems will be analysed to show how they reflect the Victorian women of the time. The poem The Ruined Maid is about a w oman who used to be a awkward maiden, who was tired of digging potatoes and spudding up docks, so has become a prostitute. This poem satirizes the Victorian view of prostitutes as doomed and ruined women, and suggests that they may in detail be happy and refined. Melia, The Ruined Maid in the poem, has met an old friend in town and nowadays that she has become ruined she seems to be far better off than she was before. Melia leftover her home in tatters, without shoes or socks and now she has gay bracelets and bright feathers. Since her ruin Melia has similarly improved her run-in. At home in the barton you said thee and thou and thik oon and thes oon and tother but now your ... ... in society. This tone is conveyed by the use of positive language such as, my dear, wearing fair garments, such prosperity, she has gay bracelets and a delicate cheek and is pretty lively now that she is ruined. In Cousin Kate, Kate has tout ensemble of the real(a) thi ngs that The Ruined Maid wants, but in The Ruined Maid, Melia has all of the material things that the country maiden wants. The poem that best represents the women of the time is Cousin Kate which, coincidentally, is written by a woman. Although Thomas Hardy is more understanding and respectful towards women in his novels, this poem, The Ruined Maid, displays a totally different attitude towards Victorian women. Of the ii poems I prefer Cousin Kate because it is a more typical and realistic portrait of the life of a ruined maid.

Is Was Unfortunate That AIDS Hit The Gay Community First :: Gay Lesbian Issues Essays

Is Was Unfortunate That AIDS Hit The Gay familiarity FirstIf the United States had k presentlyn 20 years ago what it knows now about the transmittal and progression of HIV, it would control most likely interpreted great steps to contain the spread of the computer virus. However, it was then unknown that each diagnosed case of AIDS represented hundreds of cases of undiagnosed HIV in the greater population. It was also unknown that HIVs eight-year incubation coupled with its mode of sexual transmittance would rapidly payoff in one of the worst epizootics in modern-day history. In hindsight it is unfortunate that AIDS first broke out among a sector of american society which was as marginalized and sexually liberated as was the gay male sector of american society. Despite all the verificatory measures taken by the gay community to promote AIDS sentiency and research after the epidemic broke out, the adversarial relationship they had with the Reagan administration and the sleep ing around associated with their sexual revolution contributed towards the spread of AIDS.In the HBO movie, And the Band Played On, com mensurate from Randy Shiltss best-selling book of the same title, it is suggested that the spread of the AIDS epidemic could hold up been contained had the health issue been given appropriate attention and backing from the outset. This may not be true. Whether or not AIDS could have been contained may have depended on the population it was affecting. If so, the f tour that AIDS take the homosexual population first may have been particularly unfavourable for two reasons. First, according to the best information on the risk of transmission associated with certain behaviors made available by the CDC, anal sex is the act mostly likely to transmit AIDS. Anal sex is practiced in the male homosexual population far more than in either other sector of american society. Second, the gay male population was good promiscuous in the early 1980s as a result of their recent sexual revolution. Sexually transmitted disease such as syphilis, gonorrhea, and HIV ran rampant through public bath houses, where gay men would engage in anonymous sex with other men. These two factors contributed importantly to the spread of AIDS.While it is impossible to know if the AIDS epidemic could have been completely contained, it is certainly true that an earlier understanding of the HIV virus and its modes of transmission would have dissuaded some people from engaging in the types of spoilt behaviors associated with HIV transmission, and hence saved lives.

Faith in E. M. Forster’s What I Believe Essay -- Forster

Faith in E. M. Forsters What I Believe E. M. Forsters What I Believe is interesting in that it reflects a moderated idealism. Throughout the essay, Forster will make a proclamation, such as rationality is good, and subsequently retreat half a step, in this sheath insisting on the continued necessity of faith. It is an interesting technique and demonstrates overmuch of the complexity of his positions, and arguably those of Bloomsbury insofar as they are a whole. oddly interesting are his fascination with faith, which forms the bedrock of the argument, and with personal relationships.Forster draws a distinction between belief and Belief in that while he does put to the former, he distrusts the latter. They Christians necessitate Faith, with a large F. My faith has a in truth small one, and I only intrude it because these are strenuous and honorable days, and one likes to say what one thinks while speech is comparatively free.1 Forsters faith, therefore, is not the F aith, or Belief, ascribed to in religion, rather he seems to have faith in things like free spe...

Taxi Driver, Directed by Martin Scorsese Essay -- Film Films Movies Mo

hack device driver New York City that is depicted in Taxi Driver seems to be too real to be true. It is a nates where violence runs rampant, drugs are cheap, and sex is easy. This piece may be each(prenominal) too familiar to many that live in major metropolitan areas. But, in the learn there is something interesting, and vibrant approximately the streets that Travis Bickle drives alone, despite the center of danger and turmoil that overshadows everything in the nights of the city. In the film Taxi Driver director Martin Scorsese and writer Paul Schrader find and express a endeavor that many people face, the search for belonging and acceptance.The character of Travis Bickle roams the nights in his cab cab, and witnesses wholly of this open sewer, loathing the people who live within its realm. Travis is a complex character in his hate for the population in which he works. The streets on which he works are the same(p) streets that he makes his living, and pays his rent, buy s his booze, and eventually buys his guns. He is a victim of the world that he hates, because it is the only world he knows. This is viewed best in the scene where Travis takes Betsy to the movies.When Travis was in the caf with Betsy earlier in the film, it would be hard to say that there was really anything to odd about it. But later on in the film, on Travis and Betsys second date, things become clear that Travis has a different sense of what is socially acceptable. Travis foott seem to understand why Betsy doesnt want to go see the pornographic movie that he has interpreted her to. He thinks that this is a place where couples go, and seems to think that its a flop place to go on a date. There is something alluring about Traviss naivete, something comical, and maybe a little ironic. Travis isnt nave to the world of drugs, sex, and smut Travis is nave to the world of decency, where the majority of society attempts to dwell.As Traviss taxi drives down the road, the viewer gets t he chance to view the streets through the eyeball of Travis. You see things through the windshield and rearview mirrors, all luminescent in the northeast glow of the night. The streets are filled with different sorts prostitutes on the street corners, pimps in the cafes, and homeless people wandering through the mess aimlessly. As film critic Leonard Quart puts it The city seen through Travis windshield a... ...ally acceptable world of Betsy, his infatuation, Travis is much of the same. Aside the Director, and screenwriter, many people can relate to Traviss struggle between worlds, and the uncertainty of how to attain location in the better of the two. This film depicts the striving that we take to find morals. This bay isnt always successful though. This is viewed in Taxi Driver as Traviss assassination attempt on a presidential candidate, which fails. fritter critic Amy Taubin explains this best when she writes, .the assassination failed is only fitting, since Taxi Driver is a film steeped in calamitythe US failure in Vietnam, the failure of the 1960s counterculture andthe failure of masculinity as a set of behavioral codes on which to mold a life.The film Taxi Driver is a true undertaking of the human longing to fit in, and be adequate. It depicts all aspects of this, by showing the triumph of Traviss heroic emancipation of Iris, and the failure of the assassination of the presidential candidate Palentine. Taxi Driver shows all of this in a least expected but very beautiful way, it is a timeless ballad to all unsure, astray, and wandering personalities.

Animation :: essays research papers

elan vital Where it came from and where will it beAnimation in the past fifty geezerhood has taken large go in improvements to what it is today. It has changed in many ways from techniques to their usage in entertainment. It has exposed opportunities for new employment in companies. It has allowed us to see things we could only imagine. It has to a fault changed the way of life.     To animate, according to the New World Webster Dictionary, is to make something alive or to give it motion. An animator according to ?Animators? from ?Chronicle Guidance Publications? is ?animators create sorrowful illustrations for motion pictures, television, direct-to-video commercials interactive video games, and the Internet. Create a series of attendant readyings of characters of other subjects, which when photographed and projected at specific speeds become animated.? (?Animators? np) Animations history sens go back all the way to three thousand years ago in Eastern As ia with shadow puppets. In that place and time, it was unitary of the more popular forms of entertainment. In the past one hundred and fifty years there were devices called zoetropes that were wheels with pictures inside them with little slits dividing the pictures. The person would then purl the wheel, and if they were to look through the slits they could see the pictures moving, like a little neer ending cartoon.      A man named Winsor McCay created one of the first lengthy cartoons. He experimented with a cartoon called "Gertie the Dinosaur." In this cartoon he and his neighbor had to draw all the pictures themselves. Making it even harder to do is that he had to draw the mount repeatedly again instead of using the cel animating method (?A Brief floor of Gertie the Dinosaur? 1). This cartoon came about 80 years in the beginning the movie Jurassic Park. Then after about ten to xv years, because it took much time and money to make an animated pict ure, others started to arise. Favorites were Felix the Cat (" summary History of Animation"np), Mickey Mouse, and later Loony Toons ("Chuck Jones History" np). Nevertheless, probably the big star back then was Felix the Cat created by Otto Messmer ("Concise History of Animation"np).With the help increased of technology and scarce plain modern ingenuity animation has evolved into a highly technological tool to bring life on a screen. In this demesne there are many ways of creating animation such as key framing, cel animating, and rotas coping.

Durham Cathedral :: Papers

Durham Cathedral Source A refers to the changes do in Durhamcathedral since the 12th light speed. There are certain aspects that have remained the same. The newtonwesterly doors remain unchanged although they have replaced the in truth sanctuary knocker with a replica. Although the main structure and architecture of the cathedral have not changed, busy things have, for example in the source it shows pointed towers. As this is an interpretation of an idea of what it whitethorn have looked like at the time, it isnt based on any real fact so we dont know if the towers were indeed pointed, they whitethorn have been cones. unless the towers now are not as they were in the 12th century they are gothic, flat and have battlements. The towers were replaced after lighting struck the matrimony tower and a fire broke out. They replaced all of the towers so that the northwestward tower wouldnt look out of place. The Romanesque window in the east of the nor th transept has been replaced with a large elaborate gothic stained glass window. They found that the pointed arch supported more weight therefore they could make it big and more intricate. The apse has been replaced by the chapel service of the nine altars. The apse primarily contained three apses, but was replaced in the thirteenth centaury they had become dangerous and were replaced The Galilee chapel has been added on to the west of the cathedral. It is a ladies chapel as women were not allowed to variety with men in the chapel of the nine alters. In conclusion the curriculum vitae of the 12th century cathedral is a good perception of what it may have looked like then, based on the sketchy facts provided, although there may be a few things wrong with it, but on the hind end it is very accurate. Source B relates to the theory that Durham cathedral was built by cowboy builders. Although it is true that the pillars in the nave are hollow and fill up with builders rubble, the doorway to the Galilee

Past Contrasted with Present in Faulkners A Rose for Emily :: A Rose for Emily, William Faulkner

Past Contrasted with inaugurate in Faulkners A Rose for Emily In A Rose for Emily, Faulkner contrasted the sometime(prenominal) with the present era. The past was represented in Emily herself, in Colonel Sartoris, in the sure-enough(a) Negro servant, and in the Board of Alderman who accepted the Colonels attitude toward Emily and rescinded her taxes. The present was explicit chiefly through the words of the unnamed narrator. The new Board of Aldermen, homer Barron (the representative of Yankee attitudes toward the Griersons and thus toward the entire South), and in what is called the next ex disco biscuitsion with its more modern ideas all represented the present time purpose (Norton Anthology, 2044). Miss Emily was referred to as a fallen monument in the recital (Norton Anthology, 2044). She was a monument of Southern gentility, an ideal of past values entirely fallen because she had shown herself susceptible to demise (and decay). The description of her house lifting i ts stubborn and flirtatious decay above the cotton wagons and the gasoline pumps--an eyesore among eyesores represented a juxtaposition of the past and present and was an emblematic presentation of Emily herself (Norton Anthology, 2044). The house smells of dust and disregard and has a closed, dank smell. A description of Emily in the following carve up discloses her similarity to the house. She looked bloated like a body long submerged in motionless water, and of that palled hue (Norton Anthology, 2045). But she had not always had that appearance. In the provide of a young Emily with her father, she was frail and apparently hungering to participate in the spirit of the era. After her fathers death, she looked like a girl with a vague similarity to those angels in colored church windows--sort of tragic and serene (Norton Anthology, 2046). This suggests that she had already begun her mesmerise into the nether-world. By the time the representatives of the new, progressive Boa rd of Aldermen waited on her concerning her delinquent taxes, she had already completely retreated to her world of the past. She declared that she had no taxes in Jefferson, basing her tone on a verbal agreement made with Colonel Sartoris, who had been dead for ten years. Just as Emily refused to acknowledge the death of her father, she now refused to recognize the death of Colonel Sartoris. He had given his word and according to the traditional view, his word knew no death.

Cult Brands :: Business Marketing

passion BrandsMaslows postulated that we humans have an ascending order of inescapably and used a hierarchal pyramid to prioritize them. At the skunk take aims of the pyramid are our physiological necessitate, which include basic things handle food, shelter, and costume that we entirely pauperisation to survive. At progressively higher(prenominal) levels in Maslows hierarchy are the needfully for safety and security, social interaction, and self-esteem. At the very line of longitude is self-actualization, a endpoint Maslow coined to describe the ultimate human need to learn, grow, and tally ones full authorisation as a person. We all desire on some level to self-actualize, both to be at peace with ourselves and to reach to be the silk hat we can be. As humans, we are drawn to people, places, groups, causes, companies, and, ultimately, vanes that we think can helper us towards our ultimate goal of self-actualization and total fulfillment.higher(prenominal) level inescapably influence future human behavior oftentimes greater than cast down level needs. It is the brands that can fulfill human needs on the higher levels of the hierarchy that compel irreplaceable in the caput of the consumer. Brands sometimes like to think of themselves as religions. These are called cult brands (Holt) and stand up their community of clients as a congregation, with a holy land or place, churches, rituals, etc. It has to be said that few of these brands actually evoke religious fervor in their subscribers.Thats what guest loyalty is really all about. creation irreplaceable.True customer loyalty is not only about getting a customer to consistently choose your brand over another. Its for that kindred customer to unceasingly believe (and then go tell the world) that your companys brand has no twin This is when the customers form a cult. You need not view much far than a Harley-Davidson rally, a Star Trek convention, or a intrude Buffett concert to se e the cult branding phenomenon at work thousands of passionate, folding fans spreading the good word and spending stacks of money. Not all brands have the dash of edginess, the devoted fan base, or the niche aligning to be cult brands. But those that do hunt to share confusable characteristics that make them successful.Douglas Atkins definition of cult brand A brand for which a group of customers exhibit a great veneration or dedication. Its political theory is distinctive and it has a well-defined and committed community. It enjoys soap devotion (that is, not shared with another brand in the alike category) and its members often become voluntary advocates.Cult Brands Business MarketingCult BrandsMaslows postulated that we humans have an ascending order of needs and used a hierarchal pyramid to prioritize them. At the bottom levels of the pyramid are our physiological needs, which include basic things like food, shelter, and clothing that we all need to survive. At progr essively higher levels in Maslows Hierarchy are the needs for safety and security, social interaction, and self-esteem. At the very top is self-actualization, a term Maslow coined to describe the ultimate human need to learn, grow, and reach ones full potential as a person. We all desire on some level to self-actualize, both to be at peace with ourselves and to try to be the best we can be. As humans, we are drawn to people, places, groups, causes, companies, and, ultimately, brands that we believe can help us towards our ultimate goal of self-actualization and total fulfillment.Higher level needs influence future human behavior much greater than lower level needs. It is the brands that can fulfill human needs on the higher levels of the hierarchy that become irreplaceable in the mind of the consumer. Brands sometimes like to think of themselves as religions. These are called cult brands (Holt) and organize their community of clients as a congregation, with a holy land or place, chu rches, rituals, etc. It has to be said that few of these brands actually evoke religious fervor in their subscribers.Thats what customer loyalty is really all about. Being irreplaceable.True customer loyalty is not only about getting a customer to consistently choose your brand over another. Its for that same customer to always believe (and then go tell the world) that your companys brand has no equal This is when the customers form a cult. You need not look much farther than a Harley-Davidson rally, a Star Trek convention, or a Jimmy Buffett concert to see the cult branding phenomenon at work thousands of passionate, faithful fans spreading the good word and spending lots of money. Not all brands have the dash of edginess, the devoted fan base, or the niche positioning to be cult brands. But those that do tend to share similar characteristics that make them successful.Douglas Atkins definition of cult brand A brand for which a group of customers exhibit a great devotion or dedicat ion. Its ideology is distinctive and it has a well-defined and committed community. It enjoys exclusive devotion (that is, not shared with another brand in the same category) and its members often become voluntary advocates.