Importance of good leadership for a business Essay

Leadership is the process by which an individual influences, motivates and controls the behaviour of others towards a specific set of objectives. Leadership is the composite of abilities and characteristics of an individual leader of the environment in which he operates and of the relationship developed between the leader and the led. It is very important to have good leadership for a business to succeed as employees will only follow a good leader and respond positively towards their direction. A good leader will have ability to obtain the highest quality from subordinates that they have the capacity to render. True leadership is a positive force, based on cooperation and mutual trust. A poor leader will often fail to win over staff and have problems communicating with workers. Leadership style is the way a manager takes decisions and deals with the staff. An effective leadership style is one that best compliments the organizational environment, the task to be accomplished and the pe rsonal characteristics of the people involved. There are several types of leadership styles, which are autocratic, democratic, paternalistic and laissez-faire. Body: Explanation on Autocratic style, Democratic Style, Laissez-faire and paternalistic style. The autocratic Leaders is authoritarian and assume respect for all aspect of operation. Communication is one-way with little as no scope of feedback. With autocratic style, we can identify the dictators who demand total compliances from the work-force. He demotivate staff and create frustration and fears. The work group depend on the leader and will be unable to act independently. However, the autocratic style seems efficient and essential in some situation such as police force. There is clearly chain of command with no ambiguity and so autocratic leadership produces quick decision. The democratic leader seeks the opinion of subordinates before taking final decision. However, they retain ultimate responsibilities for decision making. It is especially appropriate where experience workers need to be fully involve in their work. Participation of subordinate’s results in improve decision making, higher moral and more motivated. But consultation is time consuming and may delay acti vities. There is always the danger of losing management control and attempt to evade responsibilities. Under  Laissez-faire style leadership, group members have total freedom. The leader set down all objectives and the subordinates have clear parameters within which they should work. Once objectives have been set, subordinates are left alone to achieve objectives. This style of leadership works fine when subordinates are willing and able to accept responsibility. Under such style of management, success depend on the competence and integrity of subordinates. But workers are motivated to work. A paternalistic management style is a form of management whereby managers pay more attention to the social aspects of their employees; they are concerned with keeping them happy and motivated, and act as a sort of father figure to the employees. In such a management style, decisions are made with the best interests of the workers at heart. Conclusion: Importance of leadership Leadership is therefore crucial in motivating and inspiring the workforce so that they perform the assign task willingly and in an efficient and effective manner. Thus leadership is concern of influencing others to achieve aims and objectives. Management and leadership skills are needed in every industry and every walk of life. It is essential therefore for new managers to be provided with opportunities to learn how to manage and lead people.

Chapter 3: Research Design and Methodology Essay

Chapter 3: Methodology and Design Chapter 3 Research Design and Methodology 3.1 Aims This investigation was concerned generally to see how new technologies come into the everyday lives of different people, and how in turn these people engage with these offerings: the way they are appropriated, including adoption, learning and struggling, but also other strategies for non-adoption, or arms length appropriation. Particular issues include the influence of knowledge, use and resource on ICT appropriation within and between domains of the life-space, addressing both opportunities for crossover and reinforcement of boundaries. More broadly it asked how the appropriation of technologies, such as the PC, the mobile phone and the Internet is proceeding now that certain technical elements and skills have left the domain of the early adopter. The study started from three motivations: 1. To study everyday use and context of technology in its broad rather than narrow definition, covering the whole of the life space. This sought to overcome the limitations of previous research that focuses rather exclusively on the home, or work, or clubs only, and generally neglects crossovers, (except when work comes in to the home in the case of tele-work). It is also sought to explore how the computer and some other technologies cross over between domains, and the supposed convergence of television, computer and telecommunications technologies. 2. A ‘person centred’ approach to living with technology, rather than an ‘artefact centred’ approach. With so many products being developed, rather than follow the uptake of a specific selected technology, which may fail, or succeed, this study looks at what is actually appropriated or engaged with by the respondents in different circumstances during a period of intense technological change. 3. A sociotechnical approach to appropriation, based  on three levels. Rather than being artefact or system centred, the study recognises the socio-cultural nature of innovation in the ‘information society’. It seeks to understand: Chapter 3: Methodology and Design a) The biographies and appropriation of things or artefacts themselves. b) The biography and appropriation and reinvention of proposed uses, programmes and visions that accompany artefacts. Often a particular technology may fail, but it is only a step on the way to adoption and development of a class of services such as home shopping, or the mobile office, computers in education. In an age of multiple competing technologies and service providers, the class of service is another key level of analysis. Reinvention of services and changes in attitude often occurs ahead of technical innovation, but nevertheless can be seen as part of the innovation process. c) A third level is that of issues on the macro scale, but affect individuals and communities – issues such as privacy, reliance on technology, the effect on the news media, on national identity, the idea of progress through technology etc. This includes â€Å"tales of technological utopianism† (Kling and S., 1988) and dystopianism, as well as more concrete issues such as copyright. These may be harder to grasp, but they are central to the idea of the information society, are the subject of extensive academic business and policy work, and are debates that are accessible to everyone. They are also represented by particular products – such as government legislation, which is in its turn ‘consumed’ in its own way. 3.1.1 Research Questions From these general aims, a number of specific research questions and issues emerged and were further refined in the course of developing the research design. The main questions are summarised below: 1. What are the crossovers between work and home and other domains of life in the experience and appropriation of new ICTs? How does technology help break down boundaries, or used to reinforce them? 2. What are the issues that make adoption and use of ICTs difficult, such at they create ambivalence between benefits and problems, and need practical and social resources to cope with them 3. How important is the local social network as resource and factor in the diffusion of technologies, and the appropriation process? (This question was particularly interesting since some of the technologies in question are ‘network’ technologies, and their use depends on having other people to use them with). 4. Why do people not adopt new ICTs that are becoming popular all around them, and what does it mean to be a non-adopter? Can we also ask how people resist technical change? Chapter 3: Methodology and Design These questions throw light on the greater issue of whether we can question an individualistic consumption and ownership model. Two secondary questions that motivated the research, but are not examined in this thesis in details are: 1. How are people experiencing the convergence of technologies, industries etc, and engaging with the industry driven development of new classes of services and uses. Are there types of classes of uses developed by users, or parts of everyday life that are not part of the industry and policy agenda. How are, and may people respond to the key services that are being developed for new technical platforms, and what applications and services appear to be proving most relevant and popular? 2. How do the academic and policy issues around the innovation and appropriation of new ICTs form part of the experience of people not necessarily engaged with them directly? How do these issues become apparent and how do people engage with them? In these questions issues of personal, social, functional and technical ‘context’ is be central. The Social Shaping of Technology perspective suggests a social constructivist perspective on one hand – the way that  technologies, uses, concepts and roles are constructed in context and in ‘use’, but on the other hand stresses the influence of the characteristics of the technology, and in this case information and communications, in shaping the meanings and context. While the meanings of technologies may be shaped by the broader social and cultural context, and discourse, the technology itself has a powerful reverse effect. Most studies of technology and innovations have found the same broad trends in use and adoption of ICTs, with age, gender, money and occupation being important predictors of attitudes, use and rate of adoption. Assumptions are made about the difference between the way men and women, or the young and the old, approach technology, and are addressed by industry. However as ICTs become less ‘technological’, and digital computing technology becomes more and more ubiquitous, I wanted to take a critical Chapter 3: Methodology and Design stance, not looking for stereotypes but trying to see from ‘bottom up’ observation how and why there may be different approaches to new ICT between people, based not only on demographics, but also on a range of other influencing factors. Do changes in employment, education and expectations alongside changes in technology challenge our stereotypes of women and men, or the old and the young? In order to tackle this sort of issue I needed to study a number of different milieu, with a range of people of various ages, occupations, resources, attitudes to technology etc, in order to get a range of different examples to compare and contrast. However the number of people I could interview would be limited by my time and the type of research method I chose. 3.2 Designing the Field Work This research design builds on research done into use of technology and media in the home in the various other spaces using a qualitative research method1. This discussion of the methodology attempts to present some of the specific tools and experiences used to inform the design of the research and the development of an interpretation. 3.2.1 Studying the Process of Adoption and Domestication Some studies of technology are aimed at building up a picture of the use of technologies in a social system at a particular time in a generally stable situation. Others investigate the process of domestication from the moment a technology is adopted. The processes leading up to adoption are generally investigated in hindsight. Diffusion studies tend to look in hindsight at the diffusion of an innovation though a community, following one particular technology. Adoption studies, even those concentrating on word-of-mouth, and personal influence, do not look closely at the actual process of interactions in details, and seldom use qualitative research methods. In my research I wanted to look at natural setting over a period of time, to try and see what natural encounters there were with technologies, why and how these occurred, and how people engaged not only with technologies, but with ideas about them too. I wanted to see how people linked innovations into their existing cultural and technical world, how different technologies were interpreted, and how they were appropriated. I wanted Chapter 3: Methodology and Design to uncover this process and seek to understand in the context of the everyday activities, relationships, background and events of the respondent. In particular, I wanted to see how processes within the social network played a role in the way people encountered and coped with innovations. I developed a method of research, many elements of which I were reinforced by observations from number of researchers from different disciplines. Rogers (Rogers and Shoemaker, 1971) suggests that diffusion research needs to be much more processoriented than is general. It should be qualitative, and follow sequences of events over time, to try and get closer to understanding the actually adoption process. He also suggests that instead of focusing on single innovations, we should see them as part of clusters, with adoption of one linked to others, especially when boundaries between technologies is not very clear. These clusters or complexes need to be investigated in an  evolutionary sequence. He suggests we have to look for how these links are made by potential adopters, and not rely on the classification of experts. In particular, he suggest not falling for the empty vessel fallacy, assuming that potential adopters do already have the knowledge and skills (â€Å"indigenous knowledge systems†) to evaluate and use innovations relevant to their lives. In fact this is the approach of sociology of technology and of consumption – to understand how interpretations of an innovation are arrived at in the culture in which it emerges or is introduced. Developing research out of the consumer research paradigm, Mick and Fournier (Mick and Fournier, 1995) criticise the lack of research that focuses on the on the context of consumption, the pre- and post-adoption aspects of consumption and the role of symbolic. They developed a methodology using phenomenological interviews to give insight into emotional responses, as well as rational explanations given in retrospective interviewing. In particular, they recommend multi-method approaches used in longitudinal inquiries in natural settings (Mick and Fournier, 1998). Moores, who did several details studies of the domestication of radio and satellite TV suggest that future research should look to a range of ICTs, not just media technologies, and look outside the home as well as inside (Moores, 1996). Some have started to do this Chapter 3: Methodology and Design sort of research, such as Frissen and Punie (1998), who study the role of technologies in the lives of busy people.  Haddon, who has conducted much research in this field, makes a number of suggestions about the type of research that needs to be done to understand how people are appropriating the Internet (Haddon and Hartman, 1997). These include what the phenomenon symbolises to different people, including concerns that may make them wary; how they first encounter the Internet, what support they have and any problems they face; how it is perceived and maybe used in relation to other technologies and media; and where it can possibly fit into the time structures of households and individuals. (Haddon and Hartman, 1997). Technologies must not only be put in the context of other technologies and the social context, but in terms of the activities that people do to make them relevant and meaningful. It might be more interesting to go beyond what people actually say about the idea of electronic commerce to consider whether current purchasing practices might favour consumption via the Internet. For example, if a particular household only buys goods and services from offices and shops and pays in cash, not even using a credit card, then arguably they are far removed from electronic commerce over the Internet – such a development would be a major new innovation for them. Whereas for someone already tele-shopping by some means, doing so over the Internet is a variation or extension of what is familiar to them. (Haddon and Hartman, 1997). In studying a long term process of adoption, obviously it is important to find out what people actually do in their everyday activities, to understand how particular products, such as home shopping services could be relevant, and how their adoption may correspond to existing practices, or represent radical changes in activities. In some ways we are trying to find out what people might ‘need’, not in terms of specific solutions, but as â€Å"an invisible phenomena that can be deduced from the structure of everyday life† (Desjeux, Taponier et al., 1997, p.253). 3.2.2 Focusing on the Life-Space and Technology Venkatesh studied the appropriation of computers in the home and suggests that sociotechnical studies have to â€Å"attempt to capture the structure and dynamics of computer adoption and use in the home, by looking at the interaction between the social space in which the family behaviour occurs and the technological space in which technologies are embedded and used.† (Venkatesh, 1996) This is similar to much of the domestication research that tries to understand the structure of the moral economy in the home Chapter 3: Methodology and Design (Silverstone, Hirsch et al., 1992; Silverstone and Hartman, 1998). This involves looking at symbolic and practical structures of the home in terms of time, space, activities, roles, power relations, rules, and use of technologies. Studies of the workplace and computerisation take a similar view, looking to understand not only the formal organisation of work, but also the many informal relationships and activities. The aim is to build a model from the ‘bottom up’ model of â€Å"how the user will derive value from the product or service† (Carey and Elton, 1996, p.41/42), how they will make sense of in light of all their experiences across the life-space2. The intention of this study was to link the various domains of life, to study the ‘moral economy’ of both home and the work place, but also through relationships and activities that cross boundaries. Into this study of the greater life-space I needed to study how technologies arrive in this space and how they are domesticated. To do this I had to look at all the domains of activity and types of activity that made up people’s lives, and could be affected by new ICTs. The following figure gives some of the possible areas of application of technology. Chapter 3: Methodology and Design Chapter 3: Methodology and Design 3.2.3 Gaining Access One problem is to gain access to respondents, and the problems of being able to study them, and gain some familiarity with their world, or share their ‘reality’. Social science methodologies propose many different ways in which this can be achieved, and guidance on the extent to which involvement in a respondent’s life world is necessary to for particular descriptive or analytic ends. Practical problems include getting people to speak to the researcher at all, then getting them to be open, co-operative, and sincere in discussing the aspects of their lives that interest the researcher. More fundamental for research methodology is the reliance on the personal descriptions of the respondents, who may either intentionally conceal or mislead the researcher, or unintentionally mislead them. In studying someone’s life world, it is unlikely that the respondent will be able to comprehensively and thoroughly describe not only their opinions and thoughts, but the details of everyday activities and relationships, and the context in which they conduct them, especially in the space of a relatively short interview. Participant observation is a method that tries to surmount these obstacles, but at the expense of huge effort by the researcher, and can only be carried out in a situation where the researcher can actually live or work within a small group over an extended period of time. Since I intended to look at a number of groups, and across the social network of one particular member, this type of methodology is impossible. What is more, gaining access to the work place or social clubs may be possible, but living in private homes is very difficult. Only a few researchers have tried this (for example, James Lull in order to examine media use (Lull, 1990)). I wanted to study the way people encountered new technologies over a period of months or even years, when in fact key events may only occur very infrequently, so this did not make much sense. Other research methods used in media studies include asking the participants to keep diaries. This again is does not get any closer if especially if salient events occur very infrequently and outside the period of research interaction. I wanted to interview not only users of new technology for whom the technology had a direct personal relevance, but also non-users for whom it did not. I expected that during Chapter 3: Methodology and Design the process of research many of the respondents would be likely to encounter and form opinions on new ICTs and have some engagement with the process of innovation and diffusion, however unwillingly. I had to find a method that would enable me to gain access to people who did not have any interest in the subject of research- new media technologies, and who would be difficult to contact or engage with though a research method based on current users. Especially for these people I had to develop a number of tactics to bring out the discussion of new ICTs, and to build an understanding of each person’s life-world and the way that they encountered and engaged with ICT  innovations. 3.3 Initial Concept of Research Method Instead of selecting a range of established social groups, say a workplace, a club, a nuclear family, a group of friends, a shopping centre, I decided from the outset to use an Informer approach, taking as my point of entry an individual who would to some extent participate in the research as a co-researcher, and provide entry into their social ‘world’. Blumer suggest that the researcher â€Å"seek participants in the sphere of life who are who are acute observers and who are well informed†(Blumer, 1969, p.41). The research design then involved mapping the various other people that these respondents engaged with (both in relation to specific uses of ICTs and more generally) in different domains of their life sphere. I would then conduct interviews with those they work with, their family, their friends, and ask them to report on their experiences of traditional and new media and communication technologies. The Informant, and the others they identified, would not be selected on the basis that they personally use or buy any particular technology – given the symmetry principle that non-use is just as interesting as use. The crucial point is that it is the Informant’s social network and individuals within it that are being studied, not only the key Informants themselves. Whilst the selection of the initial informants would obviously have an important influence over research outcomes, any such shaping by the researcher would then be diffused as the interviews moved out to the networks identified by the Informants. Although such an approach does not Chapter 3: Methodology and Design eliminate the bias inherent in selection of respondents this kind of snowballing method does open up the range of people interviewed. The involvement of the Informant was conceived as being important for practical and theoretical reasons as well – an informant will have to be engaged as a co-researcher who will provide access for the researcher to their social groups. I did not presume that the Informant’s position would  be un-problematic, but anticipated that there would be many difficulties with their relationship to the research, and their role in forming the opinions of their groups. In fact the informant role as a point of passage between social groups is very important – however they are unlikely to be unique points of passage in real life. By interviewing a number of people who shared similar experiences and knew each other, or knew a common contact this method would also enable me to compare the experience and interpretations the respondents had of particular events, shared spaces, relationships and each other. This would make the study satisfy some of the basic demands of an ethnographic study. The aim was to conduct this study on a longitudinal basis – with the idea of repeating the fieldwork after maybe 1 year, by which time I expected that there would be appreciable changes in the discourses and use of technology in society in general and in the groups being studied. Interviews were conducted on a semi-structured basis with the help of a schedule of questions and issues (included in the Appendix). I also explored the use of other devices to prompt responses in a less structured way. Having carried out a ‘dummy run’ with these research instruments on friends and fellow students, I then undertook an initial ‘pilot study’ with the first group of interviewees. Since I was attempting an experimental and rather unstructured research design, which potentially threw up further problems, for example in data analysis, the pilot study provided an important opportunity for assessing and refining the research design. Chapter 3: Methodology and Design 3.3.1 Designing the interviews I was not trying to trace the network of influences, but rather study a group of people who interact at home, work and in other social situations, and compare their different approaches and study how they influence each others, and how the influence of third parties is passed on and ‘negotiated’ in the group. There is no need to do a complete network analysis for this, but in putting together the sample, an informants ego (personal) network is to be the basis for selection. I had to design an interview guide that would investigate the individual’s background, their everyday activities, major and minor events in their lives and their relationships with others. This would include information on activities that are currently the target of the development of ICTs, such as workplace activities, shopping, banking, media, entertainment, communications and information use. I mapped out the range of areas of life that I might have come up in the following Table. I would then focus on the knowledge and use of ICTs and how they were engaging with them. Since I was investigating the adoption process, I also tried to find out how they went about adopting new products, covering information seeking, advice taking, buying, learning etc, for what ever product. This included the importance of different personal relationships in making decisions, finding out information, and forming opinions, compared with reliance on ‘public sources’ such as shops and media. I also asked about broader issues to do with the development of technology and its impact on society, attitudes towards change, and if they had knowledge of in policy issues involved in the ‘information society’. Chapter 3: Methodology and Design The interview was flexible enough to range over issues that the respondents brought up. The main topics covered are in the table. Background, life themes and history Education background Family background Life history Important relationships Resources Everyday activities and recent events Events Life changes Work activities Domestic life 3 Shopping practices Information, Media and Communication Information use and attitude Media use Work communication Friends and family communication ICT use and knowledge ICT use ICT adoption Social Network’s use of ICTs ICT attitudes Engagement with ICTs Knowledge about ICTs Problems with technology Knowledge of implementation of ICTs in government and industry Policy issues on ICTs Table 1 Topics covered in interview schedule 3.3.2 Primary analysis of success of first pilot interviews, and comments for proceeding with concluding research on pilot. The initial respondents were found through an acquaintance, a primary school teacher who agreed to help. She named a colleague and her family as her closest network, whom she shared most things. The details are given in the next chapter. The first set of interviews was conducted in January 1997. All eight interviews were transcribed. The interviews explored the life of the participant – looking at domestic, social, employment, and economic situation, and some life history. It then looked at a number of everyday activities drawn from the original ‘plan for looking’ at new media in everyday life. The interviewing approach started not from technology, but from particular activities, and attitudes towards those activities, the social relations involved, and included instances of specific technologies. The questioning aimed to find out what the important activities, preoccupations and relationships are in the participants’ lives, and their attitudes and practices around them. Then more particular questions were asked about technology in everyday life, based on the earlier remarks of the participant, and introducing new themes. There was not an attempt to get them to define ‘technology’, or Chapter 3: Methodology and Design use my vague definition, but technologies were seen in the context of particular practices, activities and expectations. I was happy with the results of the first interviews. They laid considerable groundwork for asking about the changes in use and expectations about technologies in context over the last year. However I made changes to the question schedule, mostly as a result of how I actually conducted the interviews, but also to reinforce some of the background material. For example, I needed to bring out more details of the relationships between the participants, and ask their opinions on the other’s attitudes to information, technologies and the other activities and interests identified in the research plan. I also asked more about significant others that I was not interviewing, who lay outside the social circle of the principal informant. 3.3.3 Finding and engaging respondents I found the rest of the respondents by focusing on finding principal informants with specific backgrounds that I thought would be interesting in the light of particular interpretations of the technology: these included computer entrepreneurs, artists, senior business managers, students and unemployed teenagers. I also wanted informants who would be interested in the topic and agree to help me persuade their family, colleagues and friends to help me. Through word of mouth and email-lists and a local cybercafe I found three informants who put me in touch with their personal networks. Details of the respondents are given in the next chapter in summary and in the Appendix in much fuller detail. 3.3.4 Conduct of the interviews While I only met most of the respondents for the interviews twice, I spent a considerable amount of time with the Informants. I usually met them once to explain the purpose of the work, and get an idea if they would be interested and willing to help, and also if they could provide me with a network to interview. In particular, I met frequently with the informants in Groups 2 and 3, who were developing very interesting multimedia projects. This included spending the night on the floor of one while visiting his home in Chapter 3: Methodology and Design a snowstorm in the north of Scotland. I visited them where they worked and in their homes for the first and second interviews, and in the case of groups 1and 3, travelled to visit other members of the group with them. I made the interview the focus of a meeting in which I also tried to develop an understanding about how they lived, where they worked, the relationships with others, their interests and engagement with the subject by observation and in conversations around the interview. These conversations were used to make myself feel at home, and to make the respondent realise that I was not coming to grill them about their knowledge of complex technologies, which worried some of them. The conversations also revealed things about their relationships with others in the network, and sometimes raised issues that would not have come out in the rather more formal interview. Coming to the second round of interviews was easier in some respects, probably due to familiarity of the interviewee with me and the process of the interview, and the more relaxed relationship between me and the interviewee However, while some of the respondents had had many experiences with new technologies over the gap, others had had almost none, and could not see the point of the interview. Nonetheless it was important for me to find out why they had not, and find out what they knew about the experiences of others in their network. 3.3.5 Second Stage Empirical Data Collection The Second Interviews focused on current attitudes and use of technology, and investigate experiences and changes in activities, personal situation and  technology awareness since the first interview. It looked for the role of others in these experiences. I attempted to get participants to tell more in-depth stories about their encounters with technologies, and the way these experiences were communicated and shared at the time, and subsequently. I also wanted to try some other interview techniques to enriched the research. This is not quite ‘triangulation’ but a way to expand and deepen the understanding, rather than perform any alternative or cross-checking. For this I included interviewing in groups and using pictures to stimulate talk: Chapter 3: Methodology and Design 1. To discover what each participant knows about and is ignorant of, in relation to technological developments that have been announced by the ‘supply side’ of industry and government, particular functions and uses of new media technology, or issues raised by multimedia use. In the first interviews I waited to the very end to ask about awareness of the Internet, Digital TV etc, and offered short explanations if the participant did not know and wanted me to explain. Otherwise I did not. I wished to pursue a similar course this time, finding out how aware of these developments they are today. I used pictures, and scenarios based on their particular ‘life-worlds’. This way I hoped to discover the depth of knowledge, and interest in developments in multimedia. This will enhance my understanding of what technologies or ideas the participant comes into contact with. 2. To investigate the importance of the close social network, and to use it as a reflexive tool to bring out shared experience, and differences in attitudes and knowledge. To do this I interviewed some of the respondents in pairs or group. This was aimed at bringing out stories that did not come up in our individual talks, and to bring up more details about the relationships. It was also an attempt to give me a closer insight into shared experiences around technologies, uses of technology and attitudes including what views are held in common, what has not been shared by the participants, how they rate different sources of information and influence, and their impressions of future developments in new media technology. 3. To investigate the interaction between different areas of everyday life:  home, work, social, public, the different relationships with people in these different domains, different communications patterns, and the boundaries created between these areas. 4. To investigate changes in multimedia. Originally the research tried to focus on the aspects of everyday life that the supply industry has been predicting would be affected by new technology: e.g. shopping, information, communication at home and work, a range of work practices and activities, education and training, banking, entertainment etc. The questions explored these areas, focusing in Chapter 3: Methodology and Design advance on the issues that were arising from the supply side agenda, but allowing the respondent space to speak about how new technology was coming into their lives, and look for areas where it might do. Over the time of the research, a great many changes have come about in the use of ICTs – often in areas quite banal, and with unforeseen applications and technologies. The second interviews tried to uncover those experiences, and applications that have developed that are outside the main areas of hype. The interviews looked for ways that new technology came to be judged or coped with. I specifically looked for engagement and utility dimension of relationship to information, communications, learning or entertainment systems. The exercise showing the photographs was somewhat successful, although with some people they had no idea about any of the issues involved. The photos mean that it was easier to introduce the subjects. Sometimes it felt like going over old ground. Doing the interviews in groups led to some more information being divulged and the discussion that ensured were interesting as they revealed differences in knowledge, and attitude between those in the groups, be they a couple, a family etc. 3.4 Analysis of Data I interviewed 29 people in 4 groups, with two sets of interviews, with each interview lasting between one and two hours. Computer-aids were used to assist the management and analysis of the mass of interview transcripts. The first job was to try and extract from this material quotes corresponding to all the issues I had raised, and look for new ideas and issues arising directly from the respondents words. The NUDIST package proved extremely helpful with its powerful facilities for cross-referencing excerpts. Crucial to this is the elaboration of a set of reference terms. I developed a rough set of terms in analysing initial interviews from the first group – and subsequently refined these in the light of a larger number of responses. The aim was to balance on the one hand an openness to a wide range of responses, and on the other the need to group these experiences. This enabled a simultaneous investigation of the data from the ‘bottom up’, i.e. from the interviews themselves, and from the ‘top down’, engagement based on Chapter 3: Methodology and Design themes derived from existing theory and research questions. The categories generated and classified are listed in the Appendix. They proved very helpful in analysis, building up a picture of important dimensions of the experience of ICTs. However, as we see in the detailed empirical chapters, it was necessary to generate further more detailed schema for analysing particular aspects and processes in ICT adoption (and nonadoption). The use of computer-tools allowed considerable flexibility in this respect. These nodes were then linked further together in a number of emerging themes relevant to the network, technology, technology problems and attitudes, non-adoption, adoption, knowledge, communication and information use. Searches of the marked texts enabled groups of quotes reflecting different issues to be bought together quickly. However there was still a need to structure this in a simpler and more straight forward way in order to actually write the stories and compare and contrast experiences. 3.5 BEAN (Background, Events, Activities and Network) To structure the resultant data a framework was needed that would focus on particular dimensions of everyday life relevant to understanding the way  that people encounter technologies, think about them, adopt and use them. The approach I chose was to look at the data from four angles: Background or personal history, Events, Activities and the social Network or BEAN to make an easily memorable acronym. This gives a way to assemble the contextual information, and to highlight crossovers and boundaries in the consumption, use and domestication process. It also gives framework for then moving to analysis based on domestication, appropriation, adoption, diffusion, and consumption models. These dimensions are obviously not independent: activities are related to the network, and changes in activities and relationships. Many events could be argued to be particular types of activities that people take part in. Background or Personal History: The respondents all have a history of experiences, of use and adoption of technologies and services that influence their activities and attitudes during the study. The personal history goes beyond this to broader history of relationships, education, and other activities. This dimension includes reflections on the Chapter 3: Methodology and Design life course of the individual or group. It looks at the possibility of personal innovativeness. Events: There are three types of events that influence the adoption and appropriation of innovations: life course events, cyclical events, and one off social events or technological experiences. These events may be periods of considerable length (such as particular project at work, or the learning period for a new innovation). Activities: these describe the spheres of everyday life in which the respondent takes part, such as work, school, family life, community life, and the activities they engage in within those spheres. The use and attitude to information, technologies and communication is examined within the context of these activities. These include work tasks, domestic tasks, leisure activities, media use etc. Activities will reflect, but not be actually linked to the stages of the respondents’ life course. Changes in activities are linked to events. Network: the personal network describes the relationships of the respondent, with whom they share spaces, ideas, decisions, experiences etc. The network is not fixed, but evolves over time. These are now examined in more detail: 3.5.1 Background/Personal History Background and personal history approach looks for the attitudes, experiences, knowledge and motivations of the respondents: Life themes, Motivations, values, attitudes that are broadly continuous during our lives, or through long periods. They include certain ‘psychological’ factors related to ‘innovativeness’, enterpreneurialism, self-centredness etc. outlook on life, attitude towards relationships and community, priorities. At any one time certain themes may be more apparent or easily expressed than at others. They can also develop over time as a result of major events and experiences (e.g. (Douglas and Isherwood, 1979, 1996; Douglas, 1996) and work on lifestyles (Chaney, 1996)). It is not obviously not possible to look at why these exist in detail: where the line between ‘genetic’, early life shaping, and later life changes is, and how we can change ourselves. Past life projects, Past life events: Chapter 3: Methodology and Design The past experiences and events that shape attitudes, knowledge, social network, Knowledge, values, priorities and attitudes: The attitudes and knowledge that are carried forward at each stage of life to the next. Routines, repertoires, habits, beliefs: There is nothing deterministic about the influence of our past on our present, new life projects can draw on this knowledge and experience, but can also be attempts to overcome, change or retreat from aspects of earlier life projects. At the level of technology, media, information and communications there are: ß ß ß ß ß ß Experience of using and seeing technology, personal and vicarious Education in ICT Interest in innovation, new products and services Interest in information about the world Attitudes towards technically mediated or interactive activities. Particular experiences, personal habits and routines, myths and beliefs about ICTs, 3.5.2 Network The personal network is those people we have relationships with in our daily life. It ranges from close and intimate relationships of family friends, through colleagues in ‘public life’ to casual, weak relationships, acquaintances etc. These relationships can be voluntary or obligatory, friendly or hostile, or anywhere in between. Networks associated with life projects e.g. family, work colleagues, friends from other activities Knowledge and resources associated with networks: The network brings with it knowledge and resources, obligations, division of responsibility and resources). Shared myths of social groups in the networks, History of relationships, shared experiences, knowledge of and about those in the network. Symbols with meaning exclusive or special to the network. Cross over of networks. Different networks in our lives can be kept separate or overlap. People have different sorts of networks – strong, close, highly connected, weak and dispersed, radial – an individual is part of several not overlapping networks. Self-perception within network, Relates to our own perception of our place within a network – our status, value, contribution etc. Chapter 3: Methodology and Design Functional and symbolic roles in networks: Responsibilities, status, influence, specialisation, demands. This includes what we do in the network, and how we are respected – the moral and the ‘economic’ roles and the stereotypes and images of others in the networks. At the level of ICTs there are: ß ß ß ß ß People in network who use new technology Those who are trusted and accessible for information and advice Those who are considered examples, opinion leaders Status of technology knowledge and use in a relationship Use of technology in mediating relationships 3.5.3 Activities These are the things we do – they are not always rationally explained by goals, and often emerge from compromises and restrictions, as much as from voluntary choice. Activities include routine ‘everyday’ activities. They include maintain and developing relationships, motivation and goals, actions, consumption, creation and production, communication, and learning. Current life projects The activities that make up and support our life projects i.e. Work status, family status, leisure interests. These life projects are linked closely to life stage. These include all the things we do as part of jobs, studying, maintaining our relationships, managing our home, being a citizen, and a consumer. Childhood Adolescence Leaving home Student Early unemployment 20s Early Family Delayed Single Delayed Family Maturity in work Older children Motherhood Children leaving home Divorce Second Family ‘Empty Nest II’ Early retirement Young elderly Old Elderly Table 2 Possible Life stages Current Goals and motivations: (Why, what) These are specific to life projects and to more general life themes, and are the reasons why we undertake (most of) our activities. Chapter 3: Methodology and Design Priorities and pressures: Limits of time, space, efficiencies sought – we prioritise activities according to pressures and restrictions, often trading off between different demands, projects and motivations. Interactions: Many of our activities are related to our interactions with others: our network Crossover between life projects: Management of boundaries: we have activities aimed at maintaining boundaries between different areas of life, or trying to bridge them. Knowledge associated with activities: Tacit and explicit knowledge related to activities. Myths associated with the activities and the institutions. Knowledge needed to perform activities: At the level of ICTs: ß ß ß ß ß ß ß ß Activities using ICTs Activities where ICTs currently in common use Activities where use of ICTs are currently being innovated Communication circles and patterns Information work – processing information, finding information Education Activities were there is pressure for efficiency improvements Time hungry activities 3.5.4 Events Events are particular sorts of activities that take a short time to achieve and stand out as remarkable against normal activities. They normally involve a change in regular or routine activities and have a significant effect, but can themselves be cyclical or regular as well as unique. Appropriation and domestication process events are very important as they often mark important stages in personalisation, in changing attitudes, in making rules, learning and in changing relationships. Events picked up on in the interviews were those that occurred before or during the period of study. Since this was done by self reporting, only the events that they found significant to the questions (which were varied) were reported. However the questioning was designed to reveal a range of events. Chapter 3: Methodology and Design One class of events I call ‘life events’. I group life events into two categories, major, those that have involve upheaval, and minor, things that may not involve much change, but can be the opportunity or cause of change. Of course there is cross-over, and with hindsight a minor event could be the cause of major change (a new friendship that ends in marriage, or a new interest that leads to a career or major leisure activity). Major life events are events that involve considerable material, relationship and symbolic upheaval. They include marriage, divorce, changing job, major injury, moving house, starting and finishing education, redundancy, entering relationship. How these effect different people is of course a subject for other research, but for my purposes, I see them as important trigger events, and the research shows they can have some considerable effect both in the material acquisition of ICTs. Minor events include minor illness, holidays, buying large items, promotion, making new friends, new activities. Life events: Significant events in life projects – often changing points between one project and a new one. Annual events: Regular practical and symbolic events that are marked by activities of the individual or shared in their group, organisation. Often mark cycles of life, and can be connected to particular life projects. Some may be linked to a subculture, others drawn from more universal culture (public holidays, festivals) Network events: Events that involve the network, these particularly relate to forging or changing relationships. Boundary events: The boundary event initially marks the change from one regime to another, but can also be an event that confirms the boundary when it is challenged. For example, boundaries in relationships, domains in life, the start and end of life projects, the making of rules. Often they are symbolic activities marking other changes (e.g. beating the bounds, initiation rites, and special anniversaries). I also include events that become important in defining boundaries, or for breaking them down: e.g. getting a computer that enables work to be done at home, a decision not to get a computer to keep home and work separate, a family decision to limit TV viewing for children. Appropriation events: Chapter 3: Methodology and Design Related to technology events – but particularly to do with the adoption of new innovations, and important events in the appropriation and integration of them. Technology events: Remarkable events with the use and adoption of technology, maybe a number of small events that are linked together in the mind of the respondent. One of the problems of one-off interviews is to try and understand how people change their minds, and when. One model would be to assume that there are specific events or experiences during which people either gain information, or have to make decisions and analyse and take evaluate that information or knowledge according to their values, circumstances, goals, relationships and resources. However, under this model how ‘large’ or explicit are these events. For some people there may be definite times when decisions or knowledge and attitude formation, affirmation or change occurred. For others there may be a slow accumulation of knowledge, through minor events, or for example, constant use of a technology. Any event may also only be a marker or a crisis point in some underlying situation, something that is the cummulation of chronic problems, or a trigger that tips the balance in favour of adoption. Equally there may be a decision against adoption. A vaguely neutral or negative position may be crystallised by a particular event. Sometimes it is an event from outside (e.g. the arrival of a bill), or an individual deciding that enough is enough. 3.5.5 BEAN and models of consumption and Domestication The analysis was helped by linking the BEAN framework to two other analytic frameworks, the domestication model and the consumption model of Holt (1995). By working with these I was able to derive grid indicating a range of issues to look for in relation to how people used and interpreted ICTs both in use and in the process of domestication. Again, these were used as a guide in the analysis of the data, rather than as boxes to be filled in from to illustrate every possible combination. Chapter 3: Methodology and Design Activities Experience mediated by work, domestic, leisure, social activities Network Experience in context of other people – their influence. Events Context or trigger for adoption shapes experience Personal History Attitudes built over time and experience Integration Integration of ICTs through everyday activities. Meanings through using/doing Integration in a social space (moral economy) Meanings through sharing.? Appropriation at a time of change. Integration work time learning Classification Classification against other specialities in institutions Others to classify oneself with and against in relation to ICTs Play Activities that are shared around ICT use, maintenance, purchase etc The people with whom innovations, adoption, use are shared. Developing relationships around ICTs Bring into contact with new people, obliged to reconsider identity Shared events Personal capacity to appropriate and personalise ICTs and innovations developed through experience (scripts, creativity) Attitudes to others v.v. ICTs developed over time and experiences Experience (Subjective) Table 3 The BEAN approach and. Holt’s consumption model Past experiences of using and adopting innovations and ICTs Chapter 3: Methodology and Design Activities Appropriation Objectification Network Events Personal History Appropriation imposed from outside, or seen as fitting activities of household – from work to media use. Activities enable appropriation (resources, money, knowledge) Object brought into the home and placed relevant to activities intended for: work, play, individual or group use. Discussion, debate within household, and with, networks outside – enrolling expertise, and resources Event for whole household – e.g. moving, or for individual e.g. new job, school. Or regular event, e.g. Christmas. Media event Past experiences of ICTs in the home, and the experiences of individuals appropriating from outside Debate over where it should be placed, in what context, how it can be moved. Who is in control; Who is expert set. Discussions of new acquisition Routines of sharing, Emerging rules of use, disputes over use, sharing, discussion integrated into routines, everyday life. Changing relationships of control, expertise. Tool to challenge or re-enforce. Bringing knowledge, attitudes from outside network in, developing knowledge that is translated out again. Attitudes of those outside. Changing boundaries. Others come into to use†¦ Conflict over changing boundaries The installation event, ceremony, the gift giving event, Previous experience with ICTs of different sorts, Breaking points, rule making points, particular events demanding use, decisions to restrict, change use, upgrade, Attitudes to others v.v. ICTs developed over time and experiences. Preexisting routines how they fit new acquisition, preexisting hierarchies Events: use of ICT for/by people from outside. Particular discussions outside home, experiences outside that are brought in, real or electronic. Willingness to share home experience with outside, pre-existing relationships with outside. Incorporation Integration into the activities in the home, routines of space and time – changes in activities Changing existing routines and activities (e.g. displacement, replacement of activities) Conversion Changing boundary of activities. Use of ICT at home that change outside activities (e.g. work routines) bring activities into the home – e.g. socialising in home, electronic or ‘real’. Reinforcement of boundary. Table 4 The BEAN approach and the domestication model 3.6 Preparative Work and Reflections on the Research Process In preparing the research, and developing an understanding of the process I would be investigating in others, I reflected on my own experience and everyday life, using a number of the tools from the literature and those I was developing myself. As I Chapter 3: Methodology and Design developed the research from the original rather different conception, and noticed a number of issues that would subsequently become important. These tools included keeping a diary of my own social network and contacts, and a diary of my own adoption of the mobile telephone, in the context of the issues raised by the BEAN, Domestication and Consumption models, recording my own subjective reactions and thoughts and learning, the practical aspects of learning and using a mobile phone, particular events, and the reactions of other others over a period of two years (These are given in the Appendix). This gave considerable insights into a personal technology that created ambivalence and crossed over into all domains of life, and into the way I could engage with those I was interviewing, and the sort of issues I would have to investigate. Finally, in parallel to the formal research, I was continually watching the way I saw people using and talking about new ICTs, and asking for stories, which were usually forthcoming in response to finding out what I was investigating. These stories reinforced what I was finding in the interviews, and in many ways pushed the direction of the research. One aspect was constant trade in ICTs between people, gifts, sharing etc. Second was the importance of individuals who were enthusiasts and earlier adopters in their social networks, who provided resources, help and encouragement for others. This was true for groups of experienced users, who needed someone to keep them updated on new technology, and for novices who needed a first step on the ladder. Third were the constant problems that were encountered, and the stress that went along with the benefits of use. A number of events also prompted and encouraged my research. One of these was a major trial in the US of an English au pair accused of murdering a child in her care. At the time of the judgement the judge chose to put the verdict on the Internet. He did this not out because the Justice Department had instigated it as a policy, but because his son had persuaded him it was an good thing to do. This was a very public demonstration of the cross-over of influence between home and work in the adoption of the Internet. Chapter 3: Methodology and Design 1 Interpretative or ‘qualitative’ research, developed in the 20th century based on the ethnographic research of the Chicago school, especially George Herbert Mead. Herbert Blumer, who developed the ideas of Symbolic Interactionalism based on the work Mead suggests â€Å"The task of scientific study is to lift the veils that cover the area of group life that one proposes to study† (Blumer, 1969)p.39. Interpretative research stresses the importance of the individual and intersubjective interpretation in understanding social processes, but also in the actual practice of social science – there is the’ double hermeneutic’ (Giddens 1976) of the researcher interacting and interpreting Mead (1934) in (Prus, 1996)) the social situation that is being studied. The ethnographic method calls for the researcher to put themselves in the shoes of the other person (Berger and Luckmann, 1966), to share the reality of the ‘life-world’ of the other. Al though a theoretical basis is important, the researcher should use ‘inspection’ with a great deal of flexibility to investigate presumptions. The social situation should be approached from different angles and be imaginative, free, flexible, creative. Interpretative research stresses the importance of the individual and intersubjective interpretation in understanding social processes, but also in the actual practice of social science – there is the’ double hermeneutic’ (Giddens 1976) of the researcher interacting and interpreting (Mead (1934) in (Prus, 1996)) the social situation that is being studied. However, what ever the lengths a researcher may go to take the other’s stand point they are inevitably going to interpret the social situation according to a formal and informal logic that they bring to the research process. What a researcher should do therefore is to try and make explicit both to themselves, and to their readers is not only the theoretically imposed interpretative window or frame, but the emotional, personal and contingent influences on their interactions with the those whose liv es that are studying and on the interpretative process. 2 Desjeux et al. (Desjeux, Taponier et al., 1997) suggest four main dimension of investigation of the everyday to investigate the link between the social and the technical : Delegation of responsibility, to machines, to other people in the social network, and to commercial providers; Routines; Planning of activities; Improvisation. 3 Shopping is an area where there is considerable promise for new technology for home shopping, information gathering etc. There are very different types of use of technology in different retail outlets and for different goods, and different goods lend to mail order etc. Mail order is also an established business used by may people, from books and CDs, to clothes, consumer electronics, white goods, almost anything. The mail order market serves different groups. Catalogues that sell a wide range of goods are generally providing a planned credit service for low income purchasers. Other products such as books and music are sold though clubs and mail order because overheads are lower, and they service a regular purchasing habit. They can also provide a greater choice, and operate on lower overheads than high street retailers. There are specialist mail order services for products that are not normally available except in specialist shops, and mail order companies can offer better prices based on lower overheads and economies of scale from a country wide or global market. There are also more and more single range or brand name mail order services from high street retailers and others, for whom mail order is a form of direct marketing. They run services as a complement to high street operations. Mail order and use of direct marketing information resources has been a big area of development in multimedia around mass market e-commerce

Social Media and the Hospitality Industry

Social Media and the Hospitality Industry Introduction Lately, social media sites have grown enormously in terms of usership and popularity. As a matter of fact, social media sites such as Facebook, Twitter and Flickr are slowly replacing traditional forms of internet communication such as email.Advertising We will write a custom report sample on Social Media and the Hospitality Industry specifically for you for only $16.05 $11/page Learn More They have become important tools for people to stay in touch, meet new people, and share experiences on sites. With Facebook’s usership surpassing 500 million, social media has today become so mainstream that it has become the newest marketing channel. As the world of online marketing continues to expand, and innovative ways of communicating with the target customers come to the fore, social media has withstood the onslaught of critics and emerged out strongly. Keeping pace with these developments, hospitality industry operators have been scrambling to work through the ever-changing web of social media, with a goal of increasing contact with their customers, gauging customer satisfaction, strengthening brands, and improving sales. Despite these developments, a challenge still remains for hoteliers and other stakeholders in the hospitality industry to invent creative ways of utilizing social media so that they can reach their prospects and customers in a manner that can establish a robust and healthy long-term relationship (Hospitality Industry, 2010). With the buzz around social media marketing gaining grounds, the hospitality industry has not been left behind as they have made significant inroads with the leading social network sites in fresh and innovative ways. Indeed, most hoteliers today include Facebook and Twitter share buttons on their websites for satisfied customers to share the word! In addition, hoteliers have become more acquainted with the return on engagement (ROI) instruments existing presently, however, the abilit y to translate these fans and followers into customers making actual room stays continues to remain a challenge for many (Schneider, 2009).Advertising Looking for report on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Hence the reason for this research is to propose ways in which operators in the hospitality industry can take advantage of the current social media craze to retain old customers and attract newer ones and hence convert their social media friends and followers into real customers. Neha Gupta, a research analyst at Gartner posits that marketers will begin to transition from onetime placement and click of ads toward ongoing engagement with the Internet user and will therefore allocate a higher percentage of their advertising budget to social networking sites (Withiam 2011, 2). Social media, with the help of special analytic tools, have the ability to unlock the interconnected data structures of u sers including their list of friends, their comments and messages (tweets or updates), images and all their social networks, contact information and related information (Miletsky, 2010). To ensure success in the digital space, hoteliers and other hospitality industry operators must take a relook at the entire business structure and this involves setting up new structures, metrics, and processes that bridge the gap between marketing and sales in areas of the company that could result in its ability to understand and engage with consumers on a higher level. Obviously, a customer relationship management strategy demands that hospitality companies must be active in social media, but the question of what activity is relevant remains unanswered. Specifically, hospitality firms must incorporate social media in their marketing efforts- a process that will require new approaches to marketing. Despite the challenges that the hospitality industry experiences in realizing the full potential of the social media, some companies are already reaping profits after making necessary structural and operational changes to incorporate social media marketing in their mainstream marketing channels. One of these companies is the Roger Smith Hotel located in the heart of New York (Miles, 2011). The hotel has a large online presence that it is today known as the â€Å"social media hotel† of NYC! Roger Smith Hotel continues to attract a large number of customers who have received information regarding its ambience and approachability from various social networking channels (Hessinger, 2011). This research paper will look at the structures that have been instituted by the hotel to translate its online presence in to profits.Advertising We will write a custom report sample on Social Media and the Hospitality Industry specifically for you for only $16.05 $11/page Learn More Social Media Popularity Social networking sites continue to enjoy a huge usership, an d the figures continue to rise. Today, more that 600 million people (nearly 10 percent of the global population) are on Facebook. The demographics are amazing; 90 percent of persons aged between 28 and 24 are on Facebook. More specifically, 66 percent of travelers are on Facebook (Hird, 2009). Research shows that Facebook referrals are far more likely to result into bookings that referrals from travel review websites (Mà ¼ller, 2011). This underscores the need for companies to make themselves more visible on social media sites. A large proportion of hospitality companies already have a web presence, the challenge is how to convert anonymous visitors into customers (Hospitality Industry, 2010). A look at the top social media sites: Facebook, Twitter, Flickr, and You Tube, shows that 50 of the largest hotel chains in the world have already registered their presence in at least three of the platforms (Conrady and Buck, 2011). This shows the extent to which social media have become pop ular in the hospitality industry. Due to the fame of negotiation sites such as Priceline.com and Hotels.com, along with the influence of online travel agents, customers are regularly looking for deals. However, with the strength of Facebook, online travel agencies are losing some advertising and hotel bookings to Facebook. In addition, if a hotel can gain a referral through Facebook, it gets the full benefits rather than having to pay to a commission (Mà ¼ller, 2011). There is no cheaper alternative to this. However, as in the case of conventional word of mouth, friends and family remain the most significant factor in making travel decisions and unless hospitality companies make efforts to market themselves by delivering quality services and meeting their customers’ expectations, referrals will not directly lead to an increase in room bookings or visits. Roger Smith Hotel has built a culture that not only involves being approachable and building up online relationships but a lso offering great services at low services (Hessinger, 2011). This has enabled the company to penetrate the heavily saturated market that includes industry heavyweights such as Marriots, Sheraton, Hyatt, Hilton, and so on. Social Media for Customer Service One of the biggest mistakes that hotel owners and managers commit is to ignore negative comments. While other companies seek and take action with respect to their customers’ feedback or comments, others simply do not care and only take action when they see a comment regarding the poor service or other negative aspects of their experience at the hotel from some social media.Advertising Looking for report on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Still, such interventions are much better than ignoring the comment and letting other people to read it without a comment from the hotel. Hospitality operators can realize improved customer when they initiate a process of monitoring social media for customer feedback. Social media makes is easy for customers to complain when services are not to their expectations. Customer complains must be intercepted as early as possible, with an objective of improving service and minimizing damage from the complaints. A company cannot prevent or even remove negative comments once they are posted on any social media platform, but a good approach is to ensure that the bad reviews come to the knowledge of the firm, especially if they are posted on mainstream social media sites such as Facebook, Twitter, or YouTube. For this reason, operators in the hospitality industry must not only increase their presence on the web, but also make use of web analytic tools to monitor customer comments (Miletsky, 20 10). For instance, a concierge desk could monitor a Twitter feed for customer comments and take immediate action on the negative comments while acknowledging the positive one too. A firm must act both on the bad and good comments (Laudon and Traver, 2007). To become a leader in the competitive hospitality industry, then it is critical that a set of tools, standards and practices be adopted. Apart from creating a best-practices website for use by all stakeholders, RS Hotel applies a comprehensive monitoring tool to monitor and provide feedback to customer comments. This tool connects with more than a dozen social sites in one application, merging technology with sustainability. Customer service not only entails improving services, it also involves smoothening out communication with customers. Hospitality companies must make full use of the real time communication tools that social media provides. For instance, because Twitter is free, hotels can make real time communication with thei r clients without putting them on hold or even having to spend money while placing calls. Customers are able to get instant feedback and it means the reception staff do not spend a lot of time making phone calls. It is also easier to make clarifications. For instance, a guest can tweet Roger Smith Hotel, â€Å"i need to change my booking from a twin to a double for the 17th, is it possible?† or â€Å"I’ll be in NY for three days, arriving tomorrow @9pm, can I get a single room booking?† the hotel staff will be able to reply immediately. It is cost-effective, real time and convenient for the customer. One aspect that has made RS Hotel to achieve success on the digital space is its responsiveness to customer requests and comments. While negative comments cannot be avoided, the hotel highlights the positive ones (Walsh, 2010). The firm monitors social media for customer comments and as the Director of Social Hospitality, Brian Simpson, points out, the firm has made significant improvements in customer satisfaction since it started monitoring customer comments. Simpson underscores the need for service firms of all kinds to institute a process for social media, including the tool to be used and how it should be utilized (Weinberg, 2010). With a systematic approach, social media can become a very powerful tool for improving customer service and ensuring satisfaction. Social Media Marketing Most social media sites allow users to promote products and services on an individual level. On Twitter, hospitality companies can give short messages that explain the services provided by a company (Callari, 2012). These messages appear on the company’s followers and can link back to the company’s homepages, Facebook profile, YouTube, and so on. Facebook allows a more in-depth marketing channel than Twitter. The site allows companies to create a fan page that includes images, videos, reviews, and more detailed descriptions and links. Videos can show the inside and outside features of a hotel, services, rooms, staff, customers giving feedback, and so on. Customers can also share their photos of the hotel area on Flickr, accompanied by brief descriptions. All of these channels form an inexpensive channel for marketing and enhancing brand awareness. In addition, specialized sites such as Flip.to and Foursquare permit a higher level marketing. Flip.to, developed in 2010, allows hospitality firms to monitor positive reviews, comments and quotes from recent customers and displays them right on the company’s homepage (Mowat, 2010). This feature not only enhances the reliability of the company, it also accords visitors a chance to take action before navigating away from the site. Through this process, Flip.to allows potential customers to learn more about the company while the company also learns more about the visitors (who would otherwise remain anonymous) and this builds a wide pool of potential customers they can contac t in the future. Flip.to also allows contains a Suggestion Page that allows users to make recommendations to their friends besides having a component that collects reviews from one’s followers and displays them on a page created specifically for each and every guest in the hotel (Callari, 2012). Other sites such as Trip Advisor, with more than 50 million reviews, 85,000 destinations, 475 hotels, and 675 restaurants also offers an ideal platform for a hospitality firm to market its services (Hird, 2009). The site contains apps that can be used on LinkedIn and Facebook in such a manner that customers to learn more about the company, with reviews displayed on each company’s page. Part of the success realized by RS Hotel is due to the marketing and networking activities that were undertaken through various social media sites. Brian Simpson explains that he initially built up followers by searching for interests that were appropriate to him on behalf of the company. Once co nnected, he looked at their friends and followers to see if he could make more friends and followers. He says â€Å"The use of Twitter was mainly for the brevity and ability to drive traffic to our blog and booking site rogersmith.com† (Weinberg, 2010). Using word of mouth and communication through various platforms by social networking sites, the company was able to build a loyal customer base that helped it to further market its products by recommending it to friends or writing reviews. In addition, the company offers a social media/Twitter discount to customers who get to know of the customer through social media, thereby making them feel special. Under such circumstances, it is highly likely that a customer will recommend the hotel to more friends, or write positive reviews about it. The most important element in social media marketing is to have true followers, fans or friends. â€Å"It’s not always about the quantity but about the quality†¦ Once we had one follower, I was happy. It has never been about the numbers but more about the people† adds Brian (Weinberg, 2010). A loyal customer base helps to build strong relationships and this is the most important factor in any marketing campaign. Social Media for Customer Participation Social media provides a channel through which customers can provide feedback and hence the company can gauge satisfaction levels in all quarters, including email, the website, telephone conversations, service delivery, and even the social media. McDonalds is another company that has made heavy use of the social media by encouraging participation from its customers. The services were initiated more than two years ago partly in realization that the company creates lots of buzz around the web. Every few seconds someone is commenting about the firm, and this includes people from all ages. The company’s Facebook page has more than 3.1 million fans while its twitter account has more than 50,000 follower s (Cambria, Grassi, Hussain, and Havasi, 2011). This lets it to engage with its customers and incorporate customer opinions into its brand, creating a relationship between the company and it customers. The relationships created on social serve two important functions: the company can resolve any issues as soon as they come up rather than wait to solve it at a later date during which the company’s reputation will have ben damaged, and secondly, the relationships address the cautionary issues of gaining information from the internet, particularly, anonymous responses, representativeness of those who offer comments, and their accuracy. Hence, the company is better place to correct a false or misleading opinion posted on any social media. McDonald uses an analytic tool that captures any mention of its name on the web and sends the information to the relevant departments for action. The basic concepts in such a procedure include â€Å"understanding the content and topics of consu mer comments, determining the volume or frequency of messages, checking on consumer sentiment, and identifying immediate customer-satisfaction issues† (Withiam 2011, 3). Using information provided by its customers, McDonald has been able to roll out several new concepts and products much to acclaim of its customers (Callari, 2012). For instance, it introduced a chili sauce brand that was only available during the Beijing Olympics in 2008. Many people commented on various social media that the product should be continued even after the games, and consequently, McDonald availed the product in markets where its demand was high. Mobile Apps Since more than 80 percent of all guests travel with a mobile device and more than half of the number uses them while travelling, it is only logical that hospitality industries develop apps that allow interaction with customers and potential guests through the mobile phone. The Hilton group of hotels has excelled in this area with the design of mobile apps for every Hilton brand around the world. Its mobile apps have seen more than 340,000 downloads, and customers used them to book more than 100,000 rooms in 2010 alone (Michael and Salter, 2006). These room bookings partly contributed to the company’s revenue increase of up to 200 percent during the same duration. It is known that a significant number of customers log in to their Facebook accounts everyday, irrespective of the demographic, market or audience. Hospitality operators can take advantage of this insight by creating Facebook booking apps that allow them to book rooms and check out special offers while they are on Facebook. Facebook room booking apps, for example, Bookassist, can be very useful. The positive aspect of mobile apps is that once a user adds an application to their profile, all of their friends will be notified through a news feed. Social media users will also be invited to download and use the apps when a friend involves them while using the application (tags them, or mentions them, for example). Conclusion Social media presents an ideal platform for the hospitality industry to increase contact with its customers, with a vital objective of enhancing partnership for brand growth and development. Primary to that opportunity are the twin dangers that hospitality operators will misuse their social media contacts or that clients will move, leaving the industry behind. Therefore, just as hotels and some restaurants have designed their websites, they now have to make sure their site is optimized for search engines, have mobile apps, and specifically, keep clients involved in a conversation about their operations, or rather their services. Although a number of hotel chains have embraced mobile apps, Facebook, Twitter, and other social networks, others are hardly visible at all on the social media firmament. One important advantage of social media is that guest are normally ready to share information regarding their likes or di slikes on a range of issues. By employing suitable analytic instruments, hoteliers can get to know what guests generally want and how they react to specific services and to the hotel generally. The most important thing right now is for operators in the hospitality industry to develop mobile apps, since travellers are increasingly using their mobile devices to find the best places for accommodation and even booking rooms or accessing other services on the spot. An all-inclusive strategy of customer engagement should incorporate social media, be it Facebook, Twitter, YouTube, or Flickr, so that operators can get hold of new customers and know of their desires without specifically asking them. References Callari, R. (2012). Achieving Social Media ROI for the Hospitality Industry. Available from http://inventorspot.com/articles/achieving_social_media_roi_hospitality_industry Callari, R. (2012). Social media marketing strategies for the hospitality industry. Available from 4hoteliers.co m/4hots_nshw.php?mwi=9454 Cambria, E., Grassi, M., Hussain, A., and Havasi, C. (2011). Sentic Computing for Social Media Marketing. Berlin: Springer-Verlag. Conrady, R., and Buck, M. (2011). Trends and Issues in Global Tourism 2011. NJ: Prentice Hall Hessinger, S. (2011). Social Media With The Roger Smith Hotel. Available from bizsugar.com/blog/2011/01/26/social-media-with-the-roger-smith-hotel/ Hird, J. (2009). 20+ more mind-blowing social media statistics. Available from http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics Hospitality Industry. (2010). Hospitality industry continues to grapple with effects of social media. Available from hotelmarketing.com/index.php/content/article/hospitality_industry_continues_to_grapple_with_effects_of_social_media/ Laudon, K.C. and Traver, G.C. (2007). E-commerce. New Jersey: Pearson-Prentice Hall. Michael, A. and Salter, B. (2006). Mobile Marketing: Achieving Competitive Advantage through Wireless Technology. MA : Elsevier Press. Miles, S. (2011). Roger Smith Hotel: Social Media Beats Location-Based, for Now. Available from http://streetfightmag.com/2011/04/13/qa-adam-wallace-personal-connections-bring-people-in/ Miletsky, J. (2010). Principles of Internet Marketing: New Tools and Methods for Web Developers. NY: Cengage Learning. Mowat, B. (2010). Social media: Is it a friend, or foe? Canadian Travel Press, 42(26), 8-22. Mà ¼ller, C. (2011). The Impact of the Internet and Social Media on the Hotel Industry. Berlin: GRIN Verlag oHG Schneider, G.P. (2009). Electronic Commerce. Cengage Learning: Course Technology Walsh, R. (2010). Hotel social media perspective. Available from hotelmarketing.com/index.php/article/hotel_social_media_perspective/ Weinberg, T. (2010). How a Small New York City Hotel Put Itself on the Map through Social Media. Available from techipedia.com/2010/roger-smith-hotel-nyc/ Withiam, G. (2011). Social Media and the Hospitality Industry: Holding the Tiger by the Tail. Cornell Hospitality research Summit Proceedings, 3(3)

Metaphor Definition and Examples

Metaphor Definition and Examples A metaphor is a  trope or figure of speech in which an implied comparison is made between two unlike things that actually have something in common. A metaphor expresses the unfamiliar (the tenor) in terms of the familiar (the vehicle). When Neil Young sings, Love is a rose, the word rose is the vehicle for the term love, the tenor. The word  metaphor  itself is a metaphor, coming from a Greek term meaning to transfer or carry across. Metaphors carry meaning from one word,  image, idea, or situation to another. Conventional Metaphors Some people think of  metaphors  as little more than the sweet stuff of songs and poems- such as love is a jewel, a rose, or a butterfly. But people use metaphors in everyday writing and speaking. You cant avoid them: They are baked right into the English  language. Calling a person a night owl or an early bird is an example of a common  or  conventional metaphor- one that most  native speakers  readily understand. Some metaphors are so prevalent  that you may not even notice that they  are  metaphors. Take the familiar metaphor of life as a journey. You can find it in advertising slogans: Life is a journey, travel it well.- United AirlinesLife is a journey. Enjoy the Ride.- NissanThe journey never stops.- American Express Many other categories  of metaphors enhance the English language. Other Types Metaphor types range from conceptual and visual to dead metaphors, which lose their impact and meaning due to overuse. (You might say, metaphorically, they are done to  death.) A specific type of metaphor is even used in psychological counseling. Following are the main types of this figure of speech: Absolute:  a metaphor in which one of the terms (the  tenor) cant be readily distinguished from the other (the  vehicle). Your Dictionary  notes that these metaphors compare two things that have no obvious connection but are joined to make a point such as: â€Å"She is doing a tightrope walk with her grades this semester.† Of course, she is not a circus performer, but the absolute metaphor- tightrope walk- clearly makes the point about the precarious nature of her academic standing. Complex:  a metaphor in which the  literal meaning  is expressed through more than one figurative term (a combination of primary metaphors). The website  Changing Minds  says that a complex metaphor occurs where a simple metaphor is based on a secondary metaphoric element, such as using the term light to indicate understanding, as in the sentence He  threw light  on the subject. Changing Minds also gives these examples: That lends weight to the argument.They stood alone, frozen statues on the plain.The ball happily danced into the net. Conceptual: a  metaphor in which one idea (or  conceptual domain) is  understood in terms of another- for example: Youre  wasting  my time.This gadget will  save  you hours.I dont  have  the time to  give  you. In the last sentence, for example, you cant actually have or give time, but the concept is clear from the context. ​Creative: an original comparison that  calls attention to itself as a figure of  speech. It is also known as a  poetic, literary, novel, or  unconventional metaphor, such as: Her tall black-suited body seemed to carve its way through the crowded room.- Josephine Hart, DamageFear is a slinking cat I find / Beneath the lilacs of my mind.- Sophie Tunnell, FearThe apparition of these faces in the crowd; / Petals on a wet, black bough.- Ezra Pound, In a Station of the Metro A body cant carve anything, fear is not a slinking cat (and no mind contains lilacs), and faces are not petals, but the creative metaphors paint vivid pictures in the readers mind. Extended:  a comparison between two unlike things that continues throughout a series of sentences in a paragraph or lines in a poem. Many lyrical writers use extended metaphors, such as this drawn-out circus image by a best-selling author: Bobby Holloway says my imagination is a three-hundred-ring circus. Currently, I was in ring two hundred and ninety-nine, with elephants dancing and clowns cartwheeling and tigers leaping through rings of fire. The time had come to step back, leave the main tent, go buy some popcorn and a Coke, bliss out, cool down.- Dean Koontz, Seize the Night Dead:  a figure of speech that has lost its force and imaginative effectiveness through frequent use, such as: Kansas City is  oven hot, dead metaphor or no dead metaphor.- Zadie Smith, On the Road: American Writers and Their Hair Mixed:  a succession of incongruous or ludicrous comparisons- for example: Well have a lot of new blood holding gavels in Washington.- Former U.S. Rep. Jack Kingston (R-Ga.), in the  Savannah Morning News, Nov. 3, 2010Thats awfully thin gruel for the right wing to hang their hats on.-   MSNBC, Sept.  3, 2009 Primary:  A basic intuitively understood metaphor- such as knowing is seeing  or time is motion- that may be combined with other primary metaphors to produce complex metaphors. Root:  An  image,  narrative, or fact that shapes an individuals perception of the world and interpretation of reality, such as: Is the whole universe a perfect machine? Is the society an organism?- Kaoru Yamamoto,  Too Clever for Our Own Good: Hidden Facets of Human Evolution Submerged:  a type of metaphor in which one of the terms (either the  vehicle  or tenor) is implied rather than stated explicitly: Alfred Noyes, The Highwayman The moon was a ghostly galleon tossed upon cloudy seas. Therapeutic:  a metaphor used by therapists to assist clients in the process of personal transformation.  Getselfhelp.co.uk, a British website that offers psychotherapy resources and information, gives this example of passengers on a bus: You can be in the driving seat, whilst all the passengers (thoughts) are being critical, abusive, intrusive, distracting, and shouting directions, or sometimes just plain nonsense.  You can allow those passengers to shout and chatter noisily, whilst keeping your attention focused on the road ahead, heading towards your goal or value. The metaphor aims to help present someone seeking help with a way to stay focused on whats important by shutting out distracting, negative thoughts. Visual: the representation of a person, place, thing, or idea by way of a visual  image  that suggests a particular association or point of similarity.  Modern advertising relies heavily on visual  metaphors. For example, in a magazine ad a few years ago for the banking firm Morgan Stanley, a man is pictured bungee jumping off a cliff. Two words serve  to explain this visual metaphor: A dotted line from the jumpers head points  to the word You, while another line from the end of the bungee cord points to Us. The metaphorical message- of the safety and security provided by the firm in times of risk- is conveyed through a single dramatic image. The Value of  Metaphors We need  metaphors,  James Grant wrote in his article Why Metaphor Matters published on OUPblog, a website operated by Oxford University Press. Without metaphors, many many truths would be inexpressible and unknowable. Grant noted: Take Gerard Manley Hopkins’s exceptionally powerful metaphor of despair: selfwrung, selfstrung, sheathe- and sheterless, / thoughts against thoughts in groans grind. How else could precisely this kind of mood be expressed? Describing how things appear to our senses is also thought to require metaphor, as when we speak of the silken sound of a harp, the warm colours of a Titian, and the bold or jolly flavour of a wine. Science advances by the use of metaphors, Grant  added- of the mind as a computer, of electricity as a current, or of the atom as a solar system. When  using metaphors  to enrich writing, consider how these figures of speech are more than just ornaments or decorative accessories. Metaphors are also ways of thinking, offering readers (and listeners) fresh ways of examining ideas and viewing the world. Source Noyes, Alfred. The Highwayman. Kindle Edition, Amazon Digital Services LLC, November 28, 2012.

Dominant Types and Seriality in Architectural Practices Essay

Dominant Types and Seriality in Architectural Practices - Essay Example This tendency of the concept of typology to take different shapes and meanings in the history of architectural design methodology has been a subject of debate for a long time. A commonly held squabble against the typological procedures in architecture has been a claim that such practices are manifestations of the times of craft or preindustrial art. The purpose of this essay is to evaluate the persistence of the concept of typology in architectural practices of different time periods and contexts. Also the essay will attempt to comprehend the relevance of typology in the current architectural design approaches, as well as the significance of the employment of classification and seriality in such innovative architectural practices as FOA will be discussed. The impact of globalization on the political agencies of different countries and consequently on their attitude towards the urban transformations will be evaluated taking the example of Singapore. Hence the importance of controlling the individual identity of practice using repetitions and differentiations will also be discussed in order to identify the means of evolving distinct types in certain working environment and under different ethical influences. It is one of the universal principles to reduce human perceptions to certain persistently occurring patterns, regular geometries or harmonies. Hence the debate of typology is not new in the architectural discussions. Likewise typologies in architecture specify and direct the varying requirement profiles of certain buildings or spatial systems. These categories of typologies vary with the scale of architectural intervention. Hence at the level of urban planning the typologies may deal with groups of houses, attached or isolated, while the typologies of building may inspect residences, industrial units, entertainment complexes, etc. Building typology has offered the governing model

Social context of Asian business Essay Example | Topics and Well Written Essays - 2500 words

Social context of Asian business - Essay Example This essay argues that Japanese business behaviour is largely influenced by four major forces, namely, sense of belonging, loyalty, perfection, and time. Japanese businesses can be depicted as big clans or extended families. The fact that approximately 30% of the total number of employees of major companies acquired their jobs through their personal networks reveals the significance of personal connections and referrals before employment (Hein, 2013, 48). Usually a business organisation hires apprentices referred by a university teacher or another, or by a higher-ranking employee. Khalid Mehtabdin (1986 as cited in Alston, 2005, 1) observed that the person who brought a prospective recruit to the company usually becomes the permanent guide of that recruit and is thus answerable to his/her actions or performance throughout his/her career. The higher-ranking guide trains the new recruit to observe ‘appropriate behaviour’ (Alston, 2005, 1). Employees do not choose an employer due to the appeal of a compensation package or a particular position. Employees are requested to become part of the company in general and they are not employed for a particular group of duties. The initial period of employment are devoted to the process of discovering where the employee can most productively or efficiently be positioned and where s/he will be the most successful or beneficial for the company (Hein, 2013). Hence, employees become a part of a corporate ‘family’. Regular task rotations and OJTs enhance the employee’s abilities and reveal where s/he should be positioned in the corporation, though individual or personal reasons are taken into consideration to a certain extent (Goldman, 1994). In Japan, the person is encouraged to adjust to the group instead of the other way around. The previous head of the Idemitsu Petroleum Company, Ishida, explained this image of the business organisation as family (Alston,