Customer Relationship Marketing in Action within the Retail sector Coursework

Customer Relationship Marketing in Action within the Retail sector - Coursework Example Quality of customer service is central to service marketing, which is possible through CRM. Quality of customer service can be enhanced when trust, commitment, communication, empathy and conflict handling are given importance in relationship building. These become important because relationship quality has significant influence on customer loyalty (Prasad & Aryasri, 2008). CRM is also about acquiring the right customer and not all customers. This is justified because 80 percent of sales are derived from 30 percent of the customers (Hawkes, 2003). Apart from identifying high value customers, CRM is also about managing the entire lifestyle of customers (Lambe, 2001). Retailers have to look beyond the transactions of the customer. It is equally important to derive information on how the customer became the customer as well as the interactions surrounding customer’s departure. These would help the retailers to better retain customers. Knowing of their life style implies that CRM s hould be able to anticipate and predict the future needs of the customers Suitability and effectiveness of CRM strategy of Tesco and Sainsbury Tesco’s Club card scheme generated information on pricing, customer services, merchandizing, promotions, media effectiveness, customer acquisitions and communications (Hassan & Parves, 2013). ... Their tesco.com is also aimed at keeping in touch with their customers. The Nectar card scheme of Sainsbury is aimed at attracting more customers by having increased number of partners (Hassan & Parves, 2013). Sainsbury customers redeem their loyalty points and the retailer experienced the highest number of Nectar card users during Christmas 2011. Such redemption enabled the retailer to understand the potential customer base. Sainsbury also has a strong presence on social networking sites such as Facebook and Twitter. Sainsbury gathers information on customer experience which is lacking at Tesco. Both Tesco and Sainsbury have loyalty cards aimed at retaining customers. Boedeker (1997) however, contends that loyalty cards are based on the assumption that special offers and bonus points would be the only reason that customers would not deflect. Economic aspects are only one of the benefits that consumers seek. A study by Turner and Wilson (2006) found that customers at Tesco may be sho pping more because of Tesco Club cards but they do not feel more valued because of these cards. This undermines the very purpose of CRM as no relationship has been built. The success of loyalty cards is not limited to enhanced sales or profits. Their card only promotes incentivized loyalty and no emotional loyalty has taken place as customers are not influenced by brands. Hassan and Parves also found that loyalty card holders at both Tesco and Sainsbury do not limit their shopping only within these two retailers. Possibly this could be because of weak value proposition and flawed design of the loyalty cards (Bayraktar, Yilmaz & Yamak, 2010). Also, the companies may not be able to analyze all of the data generated through

Owning A Guinea Pig As A Pet

Owning A Guinea Pig As A Pet ABSTRACT Have you ever owned a guinea pig as a pet? These small animals make a perfect family pet and enjoy spending quality time with their owners. Snuggling, eating, and playing are all things that guinea pigs generally love doing. With some knowledge of guinea pigs and how to care for them, owning a pet guinea pig can be a very enjoyable experience for both you and your pet. GLOSSARY Diagnose: to determine the  identity of a disease or illness by a medical  examination Gastrointestinal tract: the stomach and intestine as a functional unit Homeostasis: the tendency of a system, especially the  physiological system of higher animals, to maintain internal stability, owing to the coordinated response of its parts to any situation or stimulus tending to disturb its normal condition or function. Husbandry: the science of breeding, rearing, and caring for animals. Neuter: having no organs of reproduction; without sex; asexual. 1 INTRODUCTION Just like any other domestic pet that we see today, guinea pigs have a long history of domestication. Guinea pigs are a member of the rodent species, but have their own unique physical and behavioral characteristics that set them apart from other rodents. There are a lot of special needs that guinea pigs share to maintain a happy and healthy life. Good husbandry is the best way of assuring that a pet will live to its full potential. Understanding guinea pigs is a great start to a long fulfilling relationship between an owner and their special little pet. HISTORY OF THE GUINEA PIG Origin Guinea pigs, also known as cavies, originated from the Peru region of the Andes Mountains where it is referred to as cuy (Forstadt, n.d., para.7; para. 9). It is here that the familiar rodent can be found roaming freely in the wild just like our everyday squirrel. The wild guinea pig prefers a variety of habitats including rocky, swampy, and woody areas. Being most active at night, they prefer to rest in their burrows during the day (Forstadt, n.d., para. 6). They live in colonies usually with one male and six to seven females. In a wild guinea pig colony, the presence of more than one male usually leads to the males fighting to the death (Hirst, n.d., para. 4). Why They Were Domesticated Domestication of the guinea pig is thought to have begun around 5000 years B.C.; however, some parts of their history are a little blurry. Physical records have been found showing evidence of guinea pig domestication as early as 900 B.C. (Forstadt, n.d., para. 7). In their native land, guinea pigs are used for many different purposes, but seldom kept as pets. The people of the Andes Mountains rely on breeding guinea pigs for meat. In most cases, a mating pair of guinea pigs will be gifted to a newlywed couple and then cared for mostly by the women and children of the family(Forstadt, n.d., para. 11; para. 12). By raising them personally, an Andes Mountain family can usually produce approximately twelve pounds of meat per month (Hirst, n.d., para. 5). Though meat is their main purpose to the Andes Mountain people, guinea pigs are also used in religious and other cultural ceremonies. They are also used in medicine, both to diagnose and treat those considered to be ill or weak. Though they are bred mainly for food, guinea pigs are crucial to, and respected in, the Andes Mountain culture (Forstadt, n.d., para. 14). How They Became Pets After domestication in its native land, the guinea pig was later introduced in Europe where it became popular as a household pet. The cause of its popularity is said to be Queen Elizabeth I keeping one as a pet. From this point on, domestication of the guinea pig continued turning the small rodent species into a very popular choice of pet in many parts of the world (Forstadt, n.d., para. 8). CHARACTERISTICS OF THE GUINEA PIG Behavior From personal experience I can inform you that guinea pigs make excellent pets. Unlike other domestic rodents, guinea pigs are naturally timid and love companionship. In the wild, guinea pigs are very social animals and they require the same companionship when they are kept as pets (Social life, n.d., para. 2). There are many distinct behavioral characteristics that guinea pigs share that set them apart from other rodent species. Their unique vocalizations, humorous actions, and cuddly nature are sure to amuse any pocket pet lover. Guinea pigs seem to have their own unique language. There are many different sounds that can be heard when in the presence of these small rodents and all of these sounds have different meanings. Knowing what these sounds mean will help the owner to better understand their pet and assist in building a stronger relationship between them (McLeod, n.d., para. 1). One of the most common vocalizations of the guinea pig is called wheeking, this habitually corresponds with excitement for food or attention (McLeod, n.d., para. 3). Another sound that is frequently heard from a content guinea pig is called purring, this sound signifies that the animal is having a pleasurable experience, usually when being petted or while cuddling (McLeod, n.d., para. 4). If you ever hear teeth chattering it usually means that the animal is annoyed or angry and this is sometimes followed by showing of the teeth or a bite. Though it is uncommon for a guinea pig to display this type of aggressive behavior toward a person, it sometimes occurs when introducing two males. If this behavior occurs during an introduction, then the two males should be separated before one gets a chance to attack (McLeod, n.d., para.6). When guinea pigs are extremely frightened or hurt they will project a sound called shrieking. This is a very loud, high pitched, repetitive sound and if it is ever heard then the guinea pig should be thoroughly examined for any signs of injury (McLeod, n.d., para. 9). There are many other sounds that a guinea pig can produce, but they are heard less frequently or, in some cases, not at all. Guinea pigs also communicate by using body language that sometimes goes hand in hand with the distinct sounds they produce. Some gestures signify playfulness, whereas others may be a warning. Whatever the gesture may be, knowing what these actions mean will also help an owner to understand their pet. One gesture frequently observed is called popcorning. With a well deserved name, the animal will pop itself up into the air, often repeatedly, while tossing their head upward and kicking their hind legs back. This gesture is most frequently seen in younger guinea pigs and it signifies a very happy and playful animal (McLeod, n.d., para. 13). Among many other playful gestures that may be observed, there are also some behaviors that are intended to warn when a guinea pig is upset. When agitated, a guinea pig may stiffen its legs and head while rising its body up higher than usual, this is usually a good time to back off and let the animal have some space. Any number of aggressive behaviors may be combined depending on the severity of annoyance. Some of these behaviors include, but are not limited to, hissing, fluffing of the fur, and showing of the teeth (McLeod, n.d., para. 17). Once an owner has an understanding of their guinea pigs personality, both parties will share a very healthy and happy relationship. Appearance Guinea pigs usually grow to lengths of approximately ten inches long and weigh one to two pounds (Hirst, n.d., para. 2). They have stout bodies with a large and elongated head that is equivalent to approximately one third of their entire body length. Guinea pigs do not have tails and their ears are large and rounded (Pavia, 2005, p. 18). They have short stubby legs and small padded feet. Though guinea pigs may have little variance in shape and size, their coats come in a variety of colors, texture, and length. The wild cavy is usually only found in shades of gray or brown and generally have short to medium length fur. Through years of domestication, an outburst of different colors and coat types has been created (Forstadt, n.d., para. 6). There are many different breeds of guinea pigs but only 13 are recognized in the United States (Nash, n.d., para. 1). Each having their own unique physical characteristics, some breeds are Skinny, American, Coronet, and Texel. Ranging from almost hairless to very long hair, these breeds all have similar body types but look very different. The Skinny guinea pig is almost completely hairless but may have some patches of fur (Guinea pigs, 2008, para. 16). The American guinea pig is shorthaired and has a very smooth looking coat (Guinea pigs, 2008, para.8). Coronet guinea pigs have an extremely long coat that has a smooth appearance and requires special grooming, and the Texel guinea pig has a long coat that is very crimpy and wavy (Guinea pigs, 2008, para.4; para. 5). Seeing all of the different breeds that have been genetically mastered through intricate breeding portrays the passion that people have for these small pocket pets. GUINEA PIG HUSBANDRY Housing Providing an adequate clean space, a fresh wholesome diet, and meeting grooming needs are all essential for keeping a happy and healthy guinea pig. Guinea pigs are social animals, having a cage mate can do a lot for their health. It is recommended that males are not kept with other males; however, if they are litter mates they may get along nicely. Females and males get along great, as do females with other females. Guinea pigs can reproduce rather quickly, unless neutering is an option, it is not recommended to house a male and female together (Guinea pig care, n.d., para. 4). A minimum of four square feet should be kept for each guinea pig in the cage. They need room to exercise and get away from each other if they need too (Guinea pig care, n.d., para. 5). Guinea pigs sleep the best if they have their own covering to crawl in, providing some sort of cubby or dome for each animal in the cage is essential for good health. Besides providing a cage mate, hiding spaces and toys appropriate for guinea pigs in their habitat may help keep them from getting too bored (Guinea pig care, n.d., para. 8). It is essential to keep their environment as clean as possible with good ventilation. The bottom of a guinea pig cage should be solid with no wire or mesh lining; these types of surfaces are good for sanitation but can injure the animals feet. Glass aquariums do not provide enough ventilation, a solid plastic or metal base with a wired top is a great guinea pig environment (Guinea pig care, n.d., para. 5). The bedding used in a guinea pig cage should not be cedar or pine. Both of these woods contain oils that are bad for the animals health. Other types of wood shavings, hay, or grass may be appropriate (Guinea pig care, n.d., para. 7). Personally, I use an all natural paper bedding which, in my opinion, is the most safe and comfortable. It is thick and cotton ball-like and it produces little to no dust. Supplying everything in the guinea pigs cage to keep them comfortable and entertained is crucial. Diet Guinea pigs love to eat and they have some special needs when it comes to their diet. They have sensitive gastrointestinal tracts and providing an unlimited amount of timothy hay or orchard grass aids in their digestion (Vital vittles, 2009, para. 4). Commercial pellets should be fed everyday; however, only one eighth of one cup should be provided (Vital vittles, 2009, para. 2). Approximately one cup of a fresh leafy green mixture should be served daily as well as small amounts of fresh fruit and other fresh vegetables (Guinea pig feeding, 2009, para. 4). Some leafy green vegetables that should be offered on a daily basis are kale, mustard greens, spinach, romaine, and parsley (Vital vittles, 2009, para. 14). Vegetables that are good to feed, but less frequently, are carrots, celery, and sweet potatoes (Vital vittles, 2009, para. 15). Fruits should not be offered in large quantities because they contain excess amounts of sugar. Fruits are usually served as a treat and may include app les, pears, blueberries, kiwi, and strawberries (Vital vittles, 2009, para. 17). Not all fruits and vegetables are healthy to a guinea pig. Some foods that are not good for a guinea pigs health are iceberg lettuce, seeds, nuts, collard greens, bok choy, and beans (Vital vittles, 2009, para.16; para. 20). Guinea pigs need a lot of vitamin C to support their immune system, adding a supplement to their water and supplying vitamin C to their everyday diet is crucial for maintaining homeostasis (Vital vittles, 2009, para. 5). Grooming Grooming branches off into different things that prevent certain conditions that could potentially affect the animals health. Having continually growing teeth, the guinea pig lays at risk of a very painful condition. If proper materials to help wear down their teeth are not provided, their teeth can become over grown and possibly grow into other areas of their mouth. This condition could also prevent the animal from eating, resulting in starvation (Guinea pig pet care, n.d., para. 6). Personally, I provide things such as untreated wood blocks, toilet paper rolls, and a daily supply of hay to help keep the teeth a healthy length. In some cases, providing these items for the guinea pig may not work well enough and manual filing may be required. Just like the teeth, toenails can also become overgrown and uncomfortable. Toenails may be worn down naturally if a hard surface is provided in the cage, but sometimes they have to be trimmed manually (Guinea pig pet care, n.d. para. 5). Having a hairless or short haired guinea pig is less demanding then having a long haired guinea pig. They are generally clean animals and bathing is not required often; however, longhaired guinea pigs require frequent brushing to prevent knots from forming in their fur (Guinea pig pet care, n.d. para. 9). CONCLUSION Despite their original purpose in their native land, guinea pigs make excellent family pets. Their wacky gestures, unique sounds, and stout appearance are sure to make anyone crack a smile. Guinea pigs are the happiest when paired with another guinea pig. Providing good husbandry will reduce the risk of disease in any animal. While caring for a guinea pig does have some special demands, it is worth it.

Sir Gawain and the Green Knight Essay -- essays research papers fc

Women, Courtly Love and the Creation Myth in Sir Gawain and the Green Knight Sir Gawain and the Green Knight, a great epic written in fourteenth century Europe by the Pearl poet, emphasizes the opposition of Christian love to Courtly love in the 13th century through the dilemma of Sir Gawain, one of the great knights of the Arthurian round table. By examining the women in the poem, Gawain's dilemma becomes a metaphor for the contrast of these two distinct types of love. The poem looks upon the Virgin Mary as the representative of spiritual love, obedience, chastity, and life (Warner 9). In contrast, Morgan le Fay and Bertilak's wife appear to be representing courtly love, disobedience, lust and death. This conflict between courtly love and spiritual love demonstrates the drastically weakened religious values behind chivalry. An interesting parallel to Sir Gawain and the Green Knight is the story of original sin in the Garden of Eden. Gawain's temptation correlates to the temptation of Adam, which is rooted in the sins of the flesh. The women in the story seem to accentuate the downfall of Gawain, which mirrors the downfall of Arthur's court, as well as man's fall from grace in the garden. Originally, the first duty of a knight was to be at the service of his church. However, with the rise of courtly love, knights began to give their devotion to their mistress rather than God. This elevated the church's mistrust of women and the flesh. The characterization of Bertilak's wife is not unlike that of Eve, a temptress who would bring both happiness and despair to her man. One interesting twist to this story is that, like courtly love, possession of power seems to be shifted into the hands of the women. The wife of Bertilak operates unassisted against Gawain in the bedroom as the hunter and the aggressor. The great feminine power in the story, however, comes from Morgan le Fay, the evil stepsister of Arthur. She is strong enough to move into Bertilak's castle, turn him green and order him to walk and talk with a severed head. The Virgin Mary also plays a prominent role in the tale. It seems as if Mary and Gawain have a relationship based on a special untainted Christian love. That Gawain is Mary's knight is made clear in the scene where he is robed for battle. 'That all h... ...t. The women in this tale serve as a medium for comparing the spiritual journey of Sir Gawain to the creation myth. With Mary as a symbol of perfection and Lady Bertilak as an Eve-like symbol of temptation, the fact that he is torn between them displays his humanness just as Adam was torn between the word of God and the love of Eve. In this case, Morgan le Fay would probably be considered the serpent in the garden, the instigator of the conflict in the story. Because of the story of Eve, women were frequently looked upon in medieval times as cunning, untrustworthy and generally evil. Women in the story of Sir Gawain and the Green Knight are looked upon with the male concept that flesh is evil and will lead to man's downfall, which is highlighted by the contrast of Courtly love to Christian love. Works Cited Abrams, M.H. 'The Norton Anthology of English Literature.'; New York: W.W. Norton & Company, Inc., 1993. De Roo, Harvey. "Undressing Lady Bertilak: Guilt and Denial in Sir Gawain and the Green Knight." The Chaucer Review 27 (1993): 305-24. Warner, Marina. 'Alone of all Her Sex: The Myth and the Cult of the Virgin Mary';. New York: Alfred A. Knopf, Inc., 1976.

Fund Flow Analysis

Every business concern, at the end of its financial period, prepares Income Statements and Balance Sheet. Income Statements show the net result, Net Profit, of the business operations and contains various expenses incurred and losses and revenue earned during that period. Balance Sheet gives a summary of assets and liabilities as on a particular date and shows the financial position of the business. The liabilities side of a balance sheet shows the sources from where funds are raised and the assets side shows how the funds raised are utilized. But it does not show the causes or reasons for changes in assets and liabilities, flow of funds, between two balance sheet dates. Therefore, a statement is prepared in addition to the Income Statements and Balance Sheet, to show changes in assets and liabilities between two balance sheet dates, which is known as Fund Flow Statement. It is a statement, also known as Statement of Changes in Financial Position, designed to analyse the changes in financial condition of a concern between to specified dates. The Term â€Å"Fund† The term â€Å"Fund† can be explained in many ways. In the narrow sense, it means cash only. Transactions involving cash receipts and payments are considered in this approach. In the broader sense, fund means working capital, which is the excess of current assets over current liabilities. For fund flow analysis, the broader approach, working capital approach, is considered. The word â€Å"Flow† means change and â€Å"fund flow† means change in funds or change in working capital. Any increase or decrease in working capital is flow of funds. Flow of funds may be either inflow of funds or outflow of funds. Inflow refers to sources of funds and outflow refers to applications of funds. If a transaction brings any change in working capital, flow of funds takes place. This will happen when changes occurs in the values of fixed assets, share capital, long term debts etc. with the corresponding changes in the values of current assets or current liabilities. Many transactions which take place in a business enterprise may increase or decrease its working capital or even may not affect any change in it. Following are some examples: Purchase of fixed assets: When an asset is purchased, cash is going out there by reducing the cash balance. The effect of this transaction is that working capital decreases and this change (decrease) in working capital is called as application of funds. Here the accounts involved are Current Assets (Cash) and Fixed Assets. Issue of share capital: This transaction will increase the working capital as cash balance increases. This change (increase) in working capital is called as source of funds. Here the two accounts involved are current assets (Cash) and Shareholders’ Funds (Share Capital). Sale of Fixed Assets: The transaction will have the effect of increasing the working capital as the cash balance increases thereby increasing working capital. It is a source of funds. Here the accounts involved are current assets (Cash) and Fixed Assets. Redemption of debentures: This transaction has the effect of reducing the working capital, as it results in reduction in cash balance. It is an application of funds. The two accounts affected by this transaction are Current Assets (Cash) and Long-Term Liability (Debenture). Purchase of inventory: This transaction results in decrease in cash and increase in stock thereby keeping the total current assets at the same figure. Hence there will be no change in the Working Capital. In this case both the accounts involved are Current Assets (Cash and Stock). Accepting Bills Payable issued by creditors: The effect of this transaction on Working Capital is Nil as it results in increase in bills payable (a current liability) and decreases the creditors (another current liability). Since there is no change in total current liabilities there is no flow of funds. The accounts involved as current liabilities. Fixed Assets purchased and payment is made by issuing shares: This transaction will not have any impact on working capital as it does not result in any change either in the current asset or in the current liability. Hence there is no flow of funds. The two accounts affected are Fixed Assets and Shareholders’ Funds (Capital a/c). From the above examples, it is clear that there will be flow of funds when the transaction involves: a) Current assets and fixed assets b) Current assets and capital c) Current assets and long term liabilities d) Current liabilities and long term liabilities e) Current liabilities and fixed assets.

Cultural studies of Organization communication Essay

According to Saran and Kalliny (2009), there are many theories which explain the organizational behavior relative to changes in the structures. Saran and Kalliny (2009, para. 4) continue to explain that there are many â€Å"variables potentially affecting the implementation process including corporate culture issues, such as formalization, decentralization, functional differentiation, leadership, job satisfaction and job involvement and organizational dynamic issues, such as resources and communication. † The review of literature about this topic focuses on these key areas by providing historical and contemporary issues that have been captured within the scope of this research. Communication is one of the most essential things that an organization requires to prosper in any market especially during turbulent business environments. Dubrin (1997) was of the opinion that communication is a very important aspect that unites all systems of the organization. Managers spend most of their time communicating with different stakeholders to create an efficient flow of activities. Knowledge management is very vital to managers since the efficient operation of any organization depends on how information is managed. The long term survival of any organization depends on the ability to manage information and knowledge for the efficient communication. People exchange, process and use information through the system of knowledge management (Bakan et al, n. d. ). Organizational structure defines the various divisions within an organization and establishes a system of coordinating the various resources for the achievement of the goals and objectives. Decision making process follows the structure of the organization to ensure all responsible individuals make the appropriate decisions. The managers create a system of collecting information and ideas from all stakeholders during the process of decision making to ensure all parties are included in the decisions of the organization. All the forces to the organization must be considered during the decision making process, that is, environmental forces, technological forces and the strategies being adopted by the organization. The restructuring process must ensure that the managers create systems which make maximum use of the resources available to the organization. The definition of tasks, allocation of different resources and the arrangement of resources as well as tasks should match the structure, goals and objectives of the organization. Organizational structure provides the systems to be followed during division of labor, when delegating authority and responsibilities, when establishing units of command, and the span of control. The structure of the organization defines the strategies to be adopted when delegating authority and responsibilities (Porter, 1985). The use of technology is encouraged in developing organizational structures which match the needs of an organization. The use of information communication technology has increased as the need for efficiency in both private and public corporations intensifies. Technology helps people learn about the use of better knowledge about improving their systems. Good governance in organization requires the establishment of a clear organizational hierarchy to define the roles of each individual involved in the activities of the organization (Wade, 2002). The use of technology has been encouraged by many organizations to adjust the existing structures to fit new strategies that are required for improved performance. When new technologies are adopted, the management must introduce other structures to ensure their implementation takes place efficiently. The people working in an organization need to be educated and persuaded about the new technologies being adopted by the organization to ensure they utilize them for the benefits of all stakeholders (Evan & Black, 1967). The technology must be relevant to the goals and objectives of the organization. The organizational factors must be well studied and analyzed to introduce a better system which is in line with all systems of the organization. Increase in technological innovation has attracted much attention especially due to the existence of scarce resources within the organization. Managers reshuffle the workers in their organization as well as creating other structures to ensure the organization adopts the new technologies being introduced (Rogers, 1995). Saran and Kalliny (2009) are of the opinion that implementing new technologies is complex and involves uncertainty. The uncertainty brings about conflicts between different stakeholders of the organization due to the new structures introduced. The uncertainty may create resistance from the people involved in the activities of the organization. The management must conduct adequate research about the best strategies to implement the technologies to ensure minimum resistance emanates from the individuals working in the organization (Rogers, 1995). However, Gill (2003, pg. 316) identified that many organizations do not conduct adequate research before implementing their new technologies and this has led to â€Å"low success rate, given the importance of the same in a very dynamic and ever changing business environment, where customers not only demand new products and services but also newness in the product offering. † Implementing new technologies requires introducing changes within the structure of the organization and behavior change is essential to ensure all stakeholders readily accept the new ideas. Behavior change is difficult where there is uncertainty about the technologies to be adopted. This may hinder implementation of the innovations. Organizations take a longer period to adapt to new changes compared to individuals. Fariborz (1991) suggested that the revolution in technology being observed today requires organizations to integrate the variables of the organization with implementation strategies. He continued to explain that technologies are the main vehicles of change and that individual, organizational and environmental factors affect the implementation of many technologies and innovations. Accepting change is the basis of introducing new technologies within the organization (Saran & Kalliny, 2009). For an organization to adapt to new technologies there is need to link the organization to the appropriate technologies which match the structures within the system. The innovations and technologies adapt to the organizational and industrial structures with time and the management must be patient enough to allow the new systems become incorporated into the processes of the organization (Van De Ven, 1986). There is a learning process involved in the adoption of new strategies. The old systems must be done away with to ensure the people do not revert to them. The culture of the organization should be adjusted to accommodate the new changes. Changing the culture requires changing the attitudes and values of the people involved in the activities of the organization. Changing the culture is not an easy thing and many people will become opposed to these strategies since there are gains and losses to many people when new systems are introduced. The culture of an organization defines the values, norms, and attitudes that people have. The management must create structures which match the culture of the organization. The culture determines the best strategies to be adopted by the people working in an organization. The managers have a responsibility to establish a culture which suits the needs of the workers and other stakeholders of the organization (Bridges, 1991). The implementation of innovations and technologies requires a process to ensure all the stakeholders respond to the new systems successfully. The process starts from acquiring knowledge about the new systems, forming attitude about it, adopting or rejecting the new decisions, implementing and confirmation. Until the decisions are implemented, all activities prior to this involve mental processes. The installation of the ideas into real sustainable process is the final stage which determines the success of the management to implement its strategies (Pierce and Delbecq, 1977). Corporate restructuring allows the managers bring changes within the organization to accommodate new and better structures which improve the performance of an organization. The need to globalize domestic markets has forced many organizations to adopt better structures to create new market opportunities, overcome threats from organizations and diffuse models of business that relate to globalization. To improve the costs and revenue structures of the organization, managers have developed variety of objectives to ensure all aspects of management are captured (Jones, 2002). Formalization within the organizational structure provides the procedures to be observed when conducting the various activities by the individuals working in the organization. Organizational hierarchy describes the jobs and the amount of freedom provided to the stakeholders of the organization (Cohn & Turyn, 1980). For the effective adoption and implementation of new technologies, the formal structures must be followed when performing duties within the organization. All systems of the organization should be properly coordinated to ensure the implementation of the new ideas is successful (Kim, 1980). Formal procedures are introduced within the organization to reduce stress which may originate from confusion that occurs when systems are not properly coordinated. Formal structures provide the lower level employees of the organization with equal opportunities to avoid discretion in the allocation of duties and rewards. The planning process requires the management to create a properly coordinated system that will bring about successful implementation of new technologies (Zaltman, Duncan & Holbek, 1973). The use of communication is expressed in the organizational hierarchy where formal communication procedures are established. All people must adhere to the communication structures that the management has established for effective operation of activities. The organizational chart provides the flow of authority, information and other resources. The managers restructure the organizational structure as need arises and provide new roles to different individuals. Restructuring the organization requires creating a proper system so that all individuals can adjust accordingly (Bakan et al n. d. ; Porter, 1985). The global recession that affected all global economies in the world forced many organizations to adopt new strategies to improve their performance as well as ensure the corporate survival in the global markets. Many organizations have restructured their systems to adapt to the new changes brought about by the effects of the recession. To reduce the increasing costs of production, managers are adopting a downsizing strategy (Harman, 2009). The reduction in sales volume in the global markets provides managers with the decision to create better systems and structures which improve the image of the organization in the global markets (Dewar and Dutton, 1986). Hitt et al (1994) established that over the last two decades, many organizations have carried out extensive re-structuring process to cope with the changing global markets. The media and communications industry has been characterized by increasing competition in both local and global markets. Organizations need to restructure their activities to accommodate the changes in the global markets. Gregory (1999) provides that â€Å"corporate downsizing has been implemented by a large number of American firms in an effort to become more flexible and responsive to increased competition. † The strategy to down size many organizations have not been responsive to the strategy of reducing the costs of production. The impacts of downsizing upon the employees of these companies have been worse. Cases of stress among the remaining employees have been reported by organizations which have used downsizing as a strategy to restructure their systems. Other negative impacts related to downsizing are reduction in career opportunities and reduction in the loyalty to the company by the employees. The loss of very important employees is another risk associated with downsizing organizations (Hitt et al 1994). Decentralization of authority is an important aspect when implementing better hierarchies which ensure the organization is successful in its efforts to create a better structure. Decentralization allows all members of the organization to participate in the decision making process. Employees are able to translate the decisions made by their managers into specific plans of actions. For effective communication, the management should introduce a decentralized system to ensure all members of the organization contribute towards the activities of the organization. Decentralization ensures that all decisions are implemented successfully by establishing different work centers where different individuals can contribute their ideas. Workers are ready to own decisions when they participate in the decision making as well as implementation process (Jones and Jennifer, 2003). Proper leadership strategies within the organization should be adopted when implementing the new technologies. Leadership refers to the ability of the management to influence the subordinates to contribute willingly to the goals of the organization. The managers should have the skills of influencing others to accept the new structures for the success of the organization. Managing change within the organization requires proper leadership skills so that the managers can influence their followers about developing new behaviors to adapt to the new systems of the organization (Robbins, 1998). To ensure the employees accept the new technologies, the management should ensure the employees are satisfied in the jobs assigned to them. Job satisfaction creates the willingness to perform duties without being forced and motivates the employees to improve their performance (Herzberg, Mausner and Synderman, 1959). Functional differentiation allows the management to introduce better systems within the organization. Kimberly and Evansisko (1981, pg. 693) define functional differentiation as a process â€Å"which represents the extent to which an organization is divided into different units, normally measured by the different number of units under the top management. † The extent to which an organization differentiations its structures determines the success in implementing technologies. The communication process is made efficient by a high differentiation of the processes. The top management has the role of ensuring all employees comply with the established rules for the efficient operation of the differentiated units of the organization (Baldridge and Burnham, 1975). To ensure employees are satisfied by the various duties assigned to them, the management should differentiate the organizations units and allocate jobs according to the skills and experience of the individual employees. 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