Marketing Leadership

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Marketing Leadership

(21 Feb 2016)v2

FBL5020, Semester One, 2016

School of Business and Law; Edith Cowan University



It is generally recognised that a marketing philosophy is the most common management philosophy practised in modern economies.

A marketing philosophy has three financial objectives:
1. to increase revenue,
2. to reduce the cost of doing business [as a percentage of sales], and
3. to build the long-term value of a business.

The basic premise is that by satisfying the needs of its customers an organisation is best placed to satisfy their own needs. The starting point is an understanding of the dynamics of a marketplace and an understanding of customer value. This understanding aids market segment selection, the crafting of a compelling value proposition and a competitive advantage in the marketplace. This unit recognises that a sustainable competitive advantage is only possible through the building of long-term profitable exchange relationships with internal and external customers, channel partners and society.

For some students this unit is the first step in a marketing major and then a marketing career. The marketing major provides the skills and knowledge required for a career in customer, product, brand, and revenue management. The focus of marketing is to create value for an organisation, their customers, their partners, and society at large. Marketers research the needs of customers, bring products to market, manage channel partners, and manage customer satisfaction and loyalty.

The marketing major equips students with the skills, theory, and practical experience to audit a market, identify opportunities, and create, implement and manage a marketing plan. The major explores marketing at a local, national, and international level.

For other students this unit will provide an interesting snapshot of what marketing is and how a marketing philosophy can assist and organisation.

This unit provides business students with an overview of marketing and marketing students with the foundation knowledge for a more comprehensive study of marketing. Regardless, of whether this is your first or only marketing unit you will all become more savvy shoppers.


Marketing careers are available in business to business, business to consumer, government to consumer, and the not for financial profit sector. Positions include Marketing Manager, Brand Manager, Product Manager, Sales Manager, Business Development Manager, Customer Relationship Manager, Market Researcher, Advertising and Promotions Manager

Unit objective

The overall objective of this unit is to provide the foundations for a successful international career [in marketing].

Lecturers: Your Lecturer is your first point of contact for all matters relating to this unit. You should contact the lecturer for your time/delivery method- Peter for Mon class & Off- campus; Dinal for Tues class

Name Lecturer for Room Phone Email

Peter Balsarini Monday Seminar & Off-campus JO2.229A +(618)63045701
Dinal Fernando Tuesday Seminar

Consultation times at the lecture room 30 minutes prior to class or by appointment (please email)

Unit Coordinator

Name Room Phone Email

Dr Stephen Fanning JO2:230 +(618) 6304 5698

Lecture and location [Students should attend the specific lecture in which they are enrolled]

Day Time Lecturer

Monday 17.30- 20.30 Peter Balsarini
Tuesday 17.30- 20.30 Dinal Fernando
*Saturday intensive 9:00am to 1pm
classes 19th March & 7 May

Campus – Building – Room No.

Mount Lawley 17.203

Mount Lawley 17.157

Joondalup: 7.102

*This is primarily for off-campus students but

on-campus students are also welcome

Teaching & learning approach and required text

Each session in this unit is delivered to students via a three-hour seminar or to off-campus students via the e-book – The Marketing Concept, Blackboard materials and Saturday intensive classes. The Saturday intensive classes [starting at 9am] are entirely optional and will be held on 2 occasions – 19th March & 7th May at Joondalup Campus [these sessions are also usually streamed live on-line]. Off-campus students should complete the e-book and blackboard exercises to replicate classroom discussions. Students should access the following material:

• The required text is the e-book – The Marketing Concept which is available to download on Blackboard [this is made available free of charge by the author Dr Stephen Fanning –the unit co-ordinator].

• Additional material, including slides of each lecture, are available on Blackboard
• Journal articles are available electronically via the library

• The unit material is the intellectual property of the author, however, it is provided to Edith Cowan University students for their studies and reference; further copying of this material is prohibited.

Study Schedule

This schedule provides a guideline on the topics covered, weekly readings and subsequent assessment items each week. It is a guideline and thus, it may be subject to change.

comm- Week
22-Feb 1
29-Feb 2
7-March 3
14-March 4
21-March 5
28-March 6
4-April 7
18-April 8
25-April 9
2-May 10
9-May 11
16-May 12
23-May 13

Topics/ Activity

In general these are the same as modules / chapters from the e-book The Marketing Concept 2016.1

Unit Plan- introduction ,GTKY & discussion

Preface, Unit Intro,

Marketing Philosophy

Marketing definition

Evolution of marketing

Marketing objectives

Marketing theory overview

The buyer decision process

The total product concept [overview];

Product considerations

The 4 product layers

The 6 product components

The circle of satisfaction & Assessment 2 Workshop

Application [overview]

Positioning: Marketing Strategy

Thinking Strategically [Design Thinking & Blue Ocean Strategy]


Thinking Strategically [New Product Development]

Positioning: Marketing research Positioning: The market planning process [Marketing Plan & Business Plan]

Communicating [overview]

Communicating :Internal & channel marketing

Assessment 3 Workshop

Communicating: Customer retention

Communicating: External marketing

Controlling: CRM

Controlling: Sales & Sales force management

Controlling: A relational sales process

Entire unit review

The Marketing Assessment Concept 2016.1

Reading pages

1 to 15

16 to 45

46 to 70

71 to 92

Assessment 1: Online Quiz –

93 to 121 open Wednesday 23 March 9am to Friday 1 April at 5pm

122 to 141

142 to 155

156 to 171

172 to 181 Assessment 2 Due: Sunday
1st May by 5pm via Turnitin

182 to 189

190 to 218

219 to 236 Assessment 3 Due: Frid 3
June by 5pm via Turnitin


This unit is conducted in accordance with the Student Charter (available at:

Please be mindful of common courtesies such as – timely arrival to class, treating others with respect, ensuring mobile phones are switched off, and allowing each person the opportunity to contribute and to gain as much as possible from the unit.

Further reading

Kim, W. C., & Mauborgne, R. (2015). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Boston, Mass: Harvard Business School Press

Students are encouraged to utilise the full facilities of the Edith Cowan Library when studying this unit including the following on-line academic journals

• Journal of marketing, Australasian marketing journal, European journal of marketing, Journal of marketing communications, Journal of marketing research, Journal of marketing management, Journal of services marketing, Journal of consumer marketing, Journal of consumer behaviour, Marketing: the magazine for marketing professionals

Students are also encouraged to access the e-books available through the ECU library.

Graduate attributes embedded within this unit

• Ability to communicate

• Critical appraisal skills
• Ability to generate ideas
• Cross-cultural and international outlook

Learning outcomes and areas of assessment

On successful completion of this unit students should be able to:

• On completion of this unit students should be able to:

• Critique the role of marketing in modern organisations.

• Deconstruct and critique a marketing communication strategy that blends a traditional and digital approach to leverage a brand.

• Demonstrate an understanding of the components of the total product.

• Detail the steps to manage quality, value, satisfaction, trust and build customer advocacy.

• Employ and apply the language and concepts of marketing.

• Outline the evolution of a marketing philosophy.

• Outline the role of a marketing plan as a part of an overall business plan.

• Produce a product audit, marketing audit, and a marketing action plan.

• Undertake a product audit and a marketing audit to create a marketing plan and a marketing action plan

Assessment Details

There are three points of assessment in this unit; a careful inspection of the tasks will reveal that all three assessments build on each other. That means – that what is learned in an assessment is applicable in the following assessment[s]. The first assessment helps with theory acquisition, the next prioritising and merging concepts, and the third application of marketing knowledge.

Assessment Date (Due) Marks/Weighting

Assessment 1: Online Quiz Week 5 to 6 20%

Assessment 2: Academic Essay Week 9-Sunday 35 %

Assessment 3: Magazine Article Week 14- Friday 45%

Assessment one – Online Quiz (20%)

Due Date: Week 5 to 6
Assessment value: Worth 20 marks

Online Quiz

The Quiz will cover the relevant required reading from the e-book The Marketing Concept (covering material from Week 1 to Week 5 inclusive). The quiz will be multiple choice and/or true or false answer format. It will have 40 questions (worth 0.5 of a mark each) for students to answer and you will be allocated 40 minutes to complete the online quiz.

Submission information

Weighting This assignment accounts for 20% of the assessment in this unit.

Date/Week Week 5 to 6 (starts Wednesday 23rd March 9am ends Friday 1st April 5pm WST)

Time Online Quiz on the e-book The Marketing Concept (pages 1 to 121) covering material up to the
end of The total product concept [Product components: Place] (Week 5) – available to
complete from Wednesday 23rd March 9am to the Friday 1st April 5pm WST.

Place Sometime between the dates and times listed above students must access the Assessment
heading on Blackboard. Then enter Online Quiz. The quiz must be completed in one sitting
(once you exit you cannot go back in) with no backtracking. The quiz has a 40 minute time limit
and will save and submit automatically when time expires.

Format Each quiz will comprise of 40 multiple choice and/ or true or false questions. Each question is
worth 0.5 marks. (The quiz is open book).

Assessment two – academic business essay – 35% [week 9]


o Ensure you have a title at the beginning of your essay o Ensure your name and student number is on your essay
o Ensure that your referencing is in accordance with university guidelines

o Students should demonstrate the quality of their study through quality in-text and end-text referencing o Keep 75% of your word count for the marketing language and concepts (i.e., higher marks)

o Avoid lengthy recounts that are interesting but do not demonstrate your learning of the unit o Seek help from the learning advisors

o Please consult the essay template and marking guide prior to commencing this assignment o The ECU library can provide you with extensive access to relevant online journals [see list] o Students are advised to avoid undertaking a broad Internet search

o Your e-book The Marketing Concept and the material covered in class should be the main source of reference. However, students wishing to gain a distinction or high distinction are advised to source material from academic texts [hence the need to reference].

o Other than for definitions direct quotations should be minimised as paraphrasing displays more understanding.

Assessment two – academic essay (business style including headings) – 35% [week 9]

marketing 2016 .1 Academic Marketing Essay (business style-includes headings)-
Assessment 2 Instructions and Marking Guide 35 marks

Task in 2000 words address the following essay topic:

The buyer decision process and The total product concept are two of the marketing mega-concepts from the theory section of this unit; select one of these two mega-concepts and explain it.

The purpose of this assignment is to demonstrate your learning of marketing. Although using an example is preferable, students are advised to focus on the unit concepts [75%] and focus less on describing the example [25%].

How the unit concepts relate to the example and vice versa is what should be made clear and emphasised.
The academic essay is rarely employed outside of universities and it is unlikely a future employer will ask for an essay.

However, an academic essay has the same structure as a business presentation and is therefore important part of a student’s learning journey. [this is an individual assessment and not a group assessment]

Title [1 mark]

Try to gain the reader’s attention and encourage them to read on with a creative title.

Abstract [2 marks]

Provide a short summary of the essay, the main themes and reason to read on.

Introduction [4 marks]

Provide some context & background. Include a definition of marketing and its various objectives. Introducing the marketing concept may also be appropriate here.

State the purpose of the essay and introduce the dominant themes. Which of the two mega- marketing concepts in the essay topic is being explained [either the The buyer decision process or The total product concept] and which of its sub-concepts you will be focussing on discussing in addressing the topic statement.

Explain the scope or limitations of your paper. The introduction should be concise and avoid any detailed discussion.

Discussion [24 marks] (with appropriate headings and sub-headings)

This should involve a logical overall explanation of the mega- marketing concept you have chosen [either the

The buyer decision process or The total product concept]. Ensure your explanation relates to the chosen mega-concept from this unit. In essence this explanation is of a summary of the mega-concept outlining its workings.

Having provide this brief explanation of your chosen mega-concept it is now appropriate that you introduce and explain some of its sub- concepts (see the e-book The Marketing Concept 2016.1 and lecture slides relevant to your chosen mega-concept)-this needs to be done in some detail. Where possible, use practical examples to illustrate the points you make – if they are your own examples rather than those utilised in class all the better.

This may take some thought and analysis.

Whilst in-text referencing is required throughout your work, in this section you will often be in-text referencing the e-book The Marketing Concept 2016.1 as well as some of the key journal articles beyond this.

Note: as this is a ‘business style’ essay figures & tables etc may be included.

Conclusions [4 marks]

This should draw together all the main points you have made in your discussion. It should link your presented information and provide conclusions.

No new material should be introduced here.

References [marks may be deducted for poor referencing]

All references cited in-text in your essay should be listed in full at the end of the assignment in the end text reference list. You should also not have any source material in your end-text reference list which is not included as an in-text reference within the text of the essay. This reference list MUST be included in your turnitin Assessment submission.

Remember: Referencing should be in accordance with the ECU Referencing Guide.

Formatting and presentation [marks may be deducted]

Title (16 point bold), Headings (14 point bold), Sub-headings (12 point bold), text (12 point), 1.5 spacing, Arial or

Times New Roman font. A4, Word document, pages numbered. Word limit +/- 10% OK. Note – the ECU cover page, references, figures, tables and appendices (if any) do not count towards the word limit.

Overall Grade [out of 35 marks]

Submission due by [Sunday 1st Mayl] at 5pm via Assessment heading in Blackboard using turnitin.

Assessment three – Magazine Article – 45% [week 14]

marketing2016.1 Magazine Article
Assessment 3 Instructions and Marking Guide 45 marks

Statement: The ‘quest for best’ is often facilitated by pursuing a blue ocean strategy, thus at some point in their past most successful organisations have utilised a version of Blue Ocean Strategy.

Task: In light of this your task is to write a 3000 word magazine style article that explains how an organisation you have selected has utilised some of the many marketing concepts* outlined in this unit to become successful. [*Blue
Ocean Strategy must be one of the concepts included].

The purpose of this assignment is to demonstrate your learning of marketing using an organisation as an example. Although students must refer to the available information, students are advised to remain focussed on demonstrating their marketing knowledge through the unit language and concepts [and not be overwhelmed by the information]. How the business example relates to the unit concept and vice versa is what should be made clear and emphasised.

The target audience for your article is small to medium businesses. The writing style should appeal to the target audience and be succinct and to the point. The style and the design of the article should be similar to those found in business magazines

[e.g., BRW, Harvard Business Review]. [this is an individual assessment and not a group assessment]

Title [1 mark]

Try to gain the reader’s attention with a creative title.

Sub-title [2 marks]

A one or two sentence lead in that encourages them to read on.

Introduction [4 marks]

Provide some context & background. A little about the organisation (or organisations), the degree of its success and why this may be of interest to small- medium businesses.

Then outline the purpose of the article which is to explain how the organisation has pursued a Blue Ocean Strategy

[include a brief definition] and to provide examples of how it has applied some of the marketing concepts outlined in this unit to successfully grow its business and capture uncontested market space.
The introduction should be concise and avoid any detailed discussion.

Main Body [27 marks] (with appropriate headings and sub-headings)

After examining the available material on the organisation and understanding its background and practices select a number of the marketing concepts from the unit and explain how the organisation has utilised/applied the concepts to grow its business over the years. [remember one of the concepts must be Blue Ocean Strategy]

Note- if necessary you may pick more than one organisation but do not pick too many.

Note- sometimes the sub-heading may be something the business has done (eg Launching a new product) at other times it may be a concept from the unit (eg Retaining customers). Either way how the business example relates to the unit concepts and vice versa is what should be made clear and emphasised.

Whilst the focus is on the organisation it may also be relevant to mention examples of some of this business’s competitors who may not have applied some of these concepts and thus lost business, profits or customers. This all will again take some research, thought and analysis.

Conclusions/ Final Observations [4 marks]

This should draw together all the main points from the main body. It should link your presented information and provide conclusions and/or final observations for the reader.

Presentation [7 marks]

Magazine style format (i.e. 2 or 3 columns of text on the page).

Title (very large), Sub-title (not as large), Headings (a little smaller), Sub-headings (smaller again but larger than the text) Text (10 point single spaced) Font (easily legible)
Images (minimum 2) must be used- more is OK.

Creativity will gain marks so no further specifications so as not to limit creativity

Format Word document

References & Word Limit [marks may be deducted]

All references cited in-text should be listed in full after the end of the article on a separate page in the end text reference list. This reference list MUST be included in your turnitin Assessment submission. Referencing should be in accordance with the ECU Guide.
Word limit 3000+/-10% OK Note– the ECU cover page, references, and images do not count

There is NO specific page limit

Overall Grade [out of 45 marks]

Submission due by [Friday 3rd June] at 5pm via Assessment heading in Blackboard using turnitin.

Extensions for submission dates

Any student who wishes to defer the submission of an assignment must apply to the lecturer before the due date for an extension of the time within which to submit the assignment. The application must be in writing and must set out the grounds on which deferral is sought. [Note: it is your responsibility to take appropriate steps to save and protect your work as you are producing it by taking regular back-ups].

An assignment submitted after the fixed or extended time for submission shall incur a penalty to be calculated as follows:

• Where the assignment is submitted not more than 5 working days late, the penalty shall, for each working day that it is late, be 5% of the maximum assessment available for the assignment; or

• Where the assignment is more than 5 working days late, a mark of zero shall be awarded.

Supplementary assessments

Note that students in the School of Business are only offered a supplementary assessment/exam by Board of Examiners if:

• in the last unit of their course, and

• if they achieve 40% or more

By submitting your work for marking you are agreeing to the following Edith Cowan University Regulations:

Warning: Unfortunately in previous semesters some students in this unit have merely ‘cut & paste’ parts of their work resulting in being reported for academic misconduct.

Cheating and Plagiarism

Plagiarism can be defined as the practice of presenting, as one’s own, the ideas or work of another without appropriate acknowledgment. It includes:
• two or more students submitting substantially similar assignments
• students copying from books, journals or the world wide web
• students copying from other students, or staff, with or without their knowledge
• recycling of a student’s own material
• students submitting work written by another person (ghosting)

Turnitin: Avoiding Plagiarism.

As a part of your learning journey, it is critical that you develop high quality research and writing skills that will add to the repository of knowledge in your chosen field and enhance your employability. Whilst you will be researching previous and current academic and contemporary information sources, you are required to paraphrase, analyse, synthesise and appropriately reference this work in order to provide evidence in your assessments on the subject matter. In order that you appropriately develop these skills, the on-line tool Turnitin will be used in this unit. Turnitin is an on-line tool that assists students in the prevention of plagiarism by comparing a submitted student assignment (i.e. essay, report, brochure, PowerPoint slides etc.) to an extensive database of published articles and papers, as well as to all other student assignments that have been submitted to this site. “Plagiarism refers to a process of presenting other people‘s work as your own without attributing it (i.e., referencing) correctly” (ECU, 2008).

Source: Edith Cowan University. (2008). Plagiarism: Academic Tip Sheet. Retrieved from

Oral examination

All written unit assessments, excluding those completed under supervised conditions, may, at the unit coordinators discretion, be extended to require an oral examination to clarify and support the written submission. The oral examination will normally be held in person with the Unit Coordinator but may be conducted by telephone or other means at the Unit Coordinator’s discretion. The oral examination should be conducted as soon as possible after the assessment but may be deferred if the student is unable to attend and can provide supporting evidence. The oral examination will be able to override the original assessment of the written submission. Failure to attend for an oral examination, if requested, will result in a mark of 0 for the assignment.

Email protocol

The lecturer will often update internal and off-campus students via email. For example, if an individual student requests further clarification of an assignment instruction/requirement, then all students will receive the same answer. Therefore, students should access their student email at least twice a week. Additionally, students should send all emails to the lecturer from their student email accounts. This will ensure that all correspondence is in one student folder. It is also essential that students do not automatically redirect their student emails to another email account. Past experience indicates that redirected emails are often treated as spam. If you have applied this function to your student email account you should deactivate it immediately.

Unit and Teaching Evaluation (UTEI)

A core objective of the unit coordinator is to continuously improve student feedback is therefore welcomed. With this in mind, the unit coordinator requests that you provide verbal feedback during the semester and formal feedback through the UTEI online survey that happens toward the end of the semester. Although the quantitative data is helpful the qualitative comments are particularly helpful in setting the direction for future classes.

English Language Proficiency (ELP)

ECU is implementing a raft of procedures and supports to assist all students to develop and demonstrate appropriate standards of English language proficiency. As part of the process, ECU is seeking to ensure that each student receives feedback on ELP on all written assessments showing performance against ECU ELP standards. The ECU ELP Measure shows your written ELP against the ECU standards. The ECU minimum standard for written ELP which all students should demonstrate by graduation is moderate proficiency (at least) in both the areas of Sentence Structure and Word Use. Undergraduate students in their second year are expected to be able demonstrate moderate proficiency in at least one of these areas.

The feedback you will receive will indicate your demonstrated level of written ELP in any assessment. You will also receive information describing the various supports and resources you can access should you need to further develop your ELP.

Low proficiency Developing proficiency Moderate Proficiency High Proficiency

Sentence Structure X

Word Use X

ECU Standard for English Language Proficiency on graduation

Grade Related Descriptors – Written Work

Grades Depth and Breadth of Critical Elements Structure, Language and
Coverage Conventions

High Distinction All aspects of the questions The written work shows great depth All aspects of the written work
80%-100% were addressed and of thought, excellent development conform to a high academic /
researched in great depth. of argument, logical analysis and professional standard.

insight into the subject.

Distinction Most aspects of the The written work shows some Most aspects of the written work
70%-79% question/topic were evidence of analysis supported by conform to a high academic /
addressed and researched in logical argument and insight into professional standard.

great depth. the subject.

Credit Pass Most aspects of the The written work shows evidence of Most aspects of the written work
60%-69% question/topic were elementary analysis and the conform to an acceptable
addressed and researched development of argument. academic / professional standard.


Pass Basic aspects of the The written work is mainly The written work displays basic
50%-59% question/topic were descriptive, showing basic academic structure and
addressed and researched understanding of the topic. professional standards.


Fail Responses were superficial The written work demonstrates The written work is not of an
<50% and /or inadequately limited understanding of the topic. academic / professional standard. addressed the question. Generic Skills Program We Also Provide SYNOPSIS AND PROJECT. Contact for best and lowest cost solution or Email: Call / What’s App: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only)

Marketing Leadership 2016, Unit Plan 2016-1 [on-campus & off-campus] 10

IT for Business

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HC1041 IT for Business

Individual Assignment Requirements

You are to research a real life business example of your choice and the impact of IT on that business.

Important points
1) Does business need IT?

2) Why IT is important for business survival?

3) What is required to apply IT into business? (Cost, planning, designing, equipment, installation, training, etc…)

4) How does business use IT? (internally such as staff, employees, and externally such as customers, suppliers)

5) What benefits and advantages does IT bring to business? (Revenue, flexibility, reduces cost, etc….)
6) What type of risk does IT bring to business? (security, privacy, confidentiality)

7) How can business maintain and monitor IT?

Your report will be assessed on the quality of your research and report presentation. Discussion must be relevant to your chosen business. Your report is to be in the style of a business report. There is a limit of ten pages excluding appendices.

You can choose any of the following industries:

IT in healthcare IT in food processing IT in library IT in transport
IT in airlines IT in printing and IT in fishing industry IT in forestry industry
IT in media IT in mail and parcels Computer games IT in Tourism


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Assessment 2 Criteria (Individual Assignment 25%) Weighting
1. Introduction: 5

Clear statement of purpose, clarity of methods and assumptions; systematic approach to project.

2. Use of resources:

Application of relevant course concepts, tools and frameworks use of 25 evidences, engagement with the literature.

3. Content:

• Balanced coverage of each of the important points mentioned in
Table 1, 60
• Richness of analysis;
• Flow of ideas;

• Validity of objectives,

• Use of own insight and originality;
• Feasibility of recommendations and implementation consideration

4. Organization and Presentation:
Clarity of structure, quality of presentation, style and readability. 5
Title page, Table of contents, List of abbreviations and/or glossary,

Executive summary/abstract, Introduction, Body, Conclusion
Recommendations, Bibliography, Appendices
5. Citation practice:
Appropriate citation of sources and evidences used. 5

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1) Assessment Details
Purpose:To further develop the knowledge from Assignment 1, and to analyse developmental aspects of the international management process with an understanding of the options relevant to the challenges.
Specifically, this assignment is designed to assist you in developing skills in analysing strategic challenges and opportunities in the global context and competencies to anticipate the potential strategies of global and local competitors in specific industries; in implementing strategies for mastering interpersonal encounters, including conflict resolution, in multicultural environments; managing your own and the personal growth of others in the global context.
Details of task:
Imagine you work in an international consulting firm. You have 3 office colleagues working with you. There is also an office manager. Your lecturer is the director of the firm. There will be 4 tasks/activities for this assignment during this course. Activity 5 will be part of the final exam.
For activities 1, 2 and 3, your lecturer will appoint one of you as the office manager to lead an office discussion about how you should respond to the challenges/opportunities facing your firm. Everyone must contribute to the office discussion. Activity 4 is an alternative for activity 3 but needs approval from your lecturer to choose this topic.
The office manager must ‘report’ to the Firm Director by the deadline set by the office manager. The office manager will change for each activity. The Firm Director will give the office manager feedback about each task/activity and the office manager will in turn give this feedback to their office colleagues.
Activity 1. A small manufacturing firm approaches your office and believes there is a market for handheld tools that are carefully crafted for local markets. After spending two months in Europe, the president of this firm believes that his company can create a popular line of these tools.
1. What type of organization structure would be of most value to this firm in its initial efforts to go international?
2. If the company in activity 1 finds a major market for its products in Europe and decides to expand into Asia, would you recommend any change in its organization structure? If yes, what would you suggest? If no, why?
3. If this same company finds after three years of international efforts that it is selling 50 percent of its output overseas, what type of organizational structure would you suggest for the future?

Activity 2. You are in a position to advise an Australian pharmaceutical firm that was considering doing business in one of your colleague’s home country for the first time. Your Australian office manager, a conservative, steady growth favoured manager who has made valuable contributions to the development of your firm, is in your office and he has just broken the news of rejecting your proposal that has a long-term potential but bold risk taking project that you proposed for your client. You and your colleagues after a thorough analysis of the market know it is feasible and is exactly the kind of initiative that suits this client. What actions and what should be on the agenda for your meeting with the manager? Keep track of your group discussion and prepare a memo to your manager outlining his/her concerns and what you propose to do about the situation.

• Clear understanding of the consulting situation, thorough evaluation of the options and appropriate action/implementation steps
• Successfully apply relevant management theory, principle and framework from this course to the consulted activity.
• Academic written skills and appropriate citation format
• Professional and effective presentation
• Appendix II – Marking Guides/Rubrics: – Assessment Task 2- International Management Portfolio

Poor Poor Average Good Very
Good Excellent Comments
Clear understanding of the consulting situation, thorough evaluation of the options and appropriate action/implementation steps.(4 marks)

Successfully apply relevant management theory, principle and framework from this course to the consulted activity. (3 marks)

Effective integration of other learning to support or defend the provided solutions.(2 mark)

Academic written skills and appropriate citation format. (2marks)

Professional and effective presentation (1 mark)

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HLTEN509B Apply Legal and Ethical Parameters to Nursing Practice Module 3

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Module Three: Ethics and Supporting Clients’ Rights

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HLTEN509B Apply Legal and Ethical Parameters to Nursing Practice Module 3

Ethics is a branch of philosophy dealing with the standards of conduct and moral judgement. Historically, nurses observed the principles of Medical Ethics, including avoiding personal judgements that might bias the treatment of clients. With the growth and development of nursing as a profession, and as an independent health care discipline, Nursing Ethics also evolved in recognition of the contribution nurses make to promote and protect the safety and wellbeing of clients assigned to their care.

Nursing Ethics recognises both the large, bioethical issues relating to the beginning and ending of a human life such as abortion and euthanasia but most importantly the ethical dilemmas nurses face in their daily interactions with their clients. These dilemmas not only focus on the client and their health care rights but also the rights of nurses to a safe workplace, including reducing risks of exposure to infectious diseases and occupational violence.

Please complete the following activities before attempting Quiz 3: Ethics and Supporting Clients’ Rights.

To complete the activities of this module, you will be required to access a range of internet resources. Please refer to each activity for available web links.

Activity 3.1

Code of Ethics for Nurses in Australia

The Code of Ethics for Nurses in Australia outlines the nursing profession’s commitment to respect, promote, protect and uphold the fundamental rights of people who are both the recipients and providers of health care (ANMC, 2008). The Code contains eight value statements, which are organised into four categories: self, person (health consumer), colleagues and community. Nurses and students are encouraged to use the value statements as guide when reflecting on the degree to which their clinical and educational practice demonstrates and upholds each of these values.

Access a copy of the Code of Ethics for Nurses in Australia from the NMBA Website. For each statement, provide an example as to how you, as a student nurse, can demonstrate or uphold the values in your training or clinical practice.

Value Statement Example

1. Nurses value the quality of care for all

2. Nurses value respect and kindness for self
and others

3. Nurses value the diversity of people

4. Nurses value access to quality nursing and
health care for all people

5. Nurses value a culture of safety in nursing
and health care

6. Nurses value informed decision making

7. Nurses value ethical management of

8. Nurses value socially, economically and
ecologically sustainable environment for
promoting health and wellbeing.

Page 4 of 19

Box Hill Institute, Centre for Heath and Community Services
HLTEN509B Apply legal and ethical parameters to nursing practice, Module 3: V2

Activity 3.2 Ethical Principles

Define the following ethical principles


Non – Maleficence


Resolving Ethical Dilemmas

Nurses must be able to maintain an effective process of care irrespective of how different a client’s value and belief system is to their own personal belief system. To resolve ethical dilemmas, it is recommend a decision making framework or theory be used.

Review the ethics chapter of your nursing text, and select an ethical theory that you think is
Activity 3.3

most suitable to health care. Please explain why you have chosen this theory.

Activity 3.4 Advocacy

In a nursing context, advocacy means that a nurse acts for and on behalf of a client. In acting as a client advocate, how can the nurse ensure they protect their clients’ right to self determination?

Mandatory Reporting – Children and Young Persons

In Victoria, mandatory reporting of child abuse was first introduced in the 1990’s. Under the Children, Youth and Families Act 2005, doctors, nurses, midwives, teachers, principals and police are mandated to report a belief on reasonable grounds that a child has been abused.

Activity 3.5 Visit the Department of Human Services website and search for Child Protection Practice Manual. Click the Intake link to view the Mandatory Reporting PDF, available at,-youth-and-families-act/1122-mandatory-and-other-required-reporting

On what grounds may a reasonable belief be formed that a child needs protection?

Mandatory Reporting – Elder Abuse

When compared to child abuse, elder abuse receives far less attention. Elder Abuse is any behaviour or action within a relationship of trust that harms an older person. It includes financial, psychological, physical, sexual, social abuse and neglect.

In 2007, the Aged Care Act (1997) was amended to include the mandatory reporting of elder abuse. Residential Aged Care facilities must notify the Department of Health and Ageing and the police of any suspected unlawful sexual contact with a resident, or unreasonable use of force on resident of an aged care home.

Activity 3.6 For older adults living in the community, the key to prevention is developing community awareness. For older adults living in the community, what strategies can they put into place to protect themselves from becoming a victim of elder abuse?
Activity 3.7 Office of the Public Advocate

The Office of the Public Advocate (OPA ) “is an independent legal body established by the Victorian State Government to protect and promote the interests, rights and dignity of people with a disability” (OPA 2013). The OPA operates according to the principles outlined in the Guardianship and Administration Act 1986, including the principle of best interest. This principle differs from individual or client advocacy because it may result in an outcome that the person with a disability does not always agree with or what is in their

“best interests”.

These outcomes may include decisions about lifestyle, finance and/or medical treatment.

View the Office of the Public Advocate, Victoria website, view the Take Control Video, and answer the following questions.

Web address

A) List the 3 kinds of enduring powers of attorney

B) What is the process for appointing an enduring power of attorney for someone who has become incapacitated and has not appointed their own power of attorney?

C) How does a medical power protect the interests of clients who have become incapacitated from sudden and severe illness/injury?
Life and Death Decisions – Medical Treatment Act 1988

The Medical Treatment Act 1988 “encourages community and professional understanding of the changing focus of treatment from cure to pain relief for terminally ill patients”

Department of Health, Victoria 2013).

To answer the following questions, visit the Victorian Government, Medical Treatment Act website at

Activity 3.8

Clink the link: How the Act Works to view a copy of Refusal of Medical Treatment Certificate (Competent Person). How is Medical Treatment defined in the Act?

In 2003, the Victorian Supreme Court handed down a landmark judgement in case bought to it by the Office of the Public Advocate. The judgement clarified the relationship between medical treatment and palliative care.

Activity 3.9 What was the decision made about artificial hydration and nutrition delivered by a surgically inserted tube into the stomach (PEG tube)?
Respecting Patient Choices

In 2002, the Austin Hospital (Victoria) launched the Respecting Patient Choices – Advanced Care Planning program. This program “provides a quality-assured system of discussing, recording and documenting a patient’s preferences for their future healthcare, in preparation for a time when they might not be able to competently contribute to their end-of-life decisions. It is frequently (but not always) about end-of-life medical treatment” (Respecting Patient Choices 2012).

Activity 3.10

Visit the Respecting Patient Choices website, click on the professional’s – more information link and answer the following questions.

A) What is the fundamental doctrine in relation to advanced care planning?

B) What ethical principles form the basis of advanced care planning?

Advanced Care Planning

Visit the Respecting Patient Choices Website, review the advance care planning
Activity 3.11

documents for Victoria, and answer the following questions.

A) List and explain what may be included in an Advanced Care Plan

B) How, would you as Enrolled Nurse, support a client to make future health care decisions?
Life and Death Decisions – Not for Resuscitation

A Not For Resuscitation (NFR) order is a medical order that involves an informed decision making process between a client or nominated substitute decision maker and the treating medical doctor.

Generally, there are three major rationales for a NFR order

1) No medical benefit

2) Poor quality of life before resuscitation

3) Poor quality of life after resuscitation

Historically, the NFR order was a plan document stating a client’s choice not to be resuscitated in the event of a cardiopulmonary arrest. The order generally did not include any directives as to either the treating medical doctor’s plan of care or client’s choices for care in the event of a significant deterioration in clinical condition. For health care professionals this type of documentation created many ethical and legal dilemmas as to how to respond to a client experiencing a sudden deterioration in their clinical condition with a valid NFR order. Was the client for palliative management and symptom control or was the client for active treatment and investigation of the cause/s of the sudden deterioration?

In recognition of this dilemma, and associated clinical issue of failing to respond to clinically deteriorating clients, documentation about resuscitation status and the decision making process are now being revised. In 2010, Queensland replaced its ‘Not Resuscitation Orders’ with Acute Resuscitation Plan Forms. It is now procedure in all Queensland health facilities to document recommendations for resuscitation and other associated important information, including cultural preferences on these forms (Queensland Government 2009).

Currently, Victoria had no standardised resuscitation status documentation. However, documents are being reviewed and changes implemented. Some of these changes
include title such as Resuscitation Plan and the inclusion of criteria for which a medical emergency response or MET call maybe activated if a client’s condition was to suddenly deteriorate.

Activity 3.12 Access a copy of Austin Health’s Resuscitation Plan, and outline the decision making process for a non – competent client who is to be offered life prolonging treatment. PDF available at
Open Disclosure

“Open disclosure is the process of open communication with a patient, and or their family/support person, following an adverse or unexpected event that may or may not result in harm to the patient” (Depatment of Health, Victoria 2011).

Adverse events also known as incidents maybe classified as severe resulting in permanent injury or death or minor including a near miss. In regards to the open disclosure process, minor events require a low level response for example, a fall without injury. This requires the nurse to report an event to their supervisor, and with their supervision inform the client and/or the support person that an adverse event has occurred.

High response events need to be reported to an organisation’s Clinical Risk Manager who can coordinate the response and ongoing support for all parties involved. In coordinating a high level response, the Clinical Risk Manager should select the most appropriate senior clinicians to be involved in the open disclosure discussions with the client and/or their support person.

Regardless of the level of response required, it is always important to remember to provide a consistent team approach to the open disclosure process, and to avoid blaming, criticising, arguing or seeking to prove that you were right.

Activity 3.13 Visit the Victorian Government Website and download a copy of the Open Disclosure for Victorian health services – A guidebook. What are the three elements of open disclosure?

Activity 3.14 Principles of Open Disclosure

List and explain the eight principles of open disclosure


Australian Health Practitioner Regulation Agency 2012, What we do Available URL:

Australian Nursing Federation, 2010 ANF Mandatory reporting guide, Available URL:

Australian Nursing and Midwifery Council 2002, National competency standards for the enrolled nurses Available URL:<>

Australian Nursing and Midwifery Council 2007, Delegation and supervision for nurses and midwives, Australian Nursing and Midwifery Council, Canberra

Australian Nursing and Midwifery Council 2008a, Code of professional conduct, Available URL:

Australian Nursing and Midwifery Council 2008b, Code of ethics for Nurses Available URL:

Australian Nursing and Midwifery Council 2010, Professional boundaries for nurses, Available URL:

Coroners Court Victoria,2010 Coroners Court of Victoria: Information of health professionals, Available URL: <>

Crisp, J and Taylor, C 2009 Potter and Perry’s fundamentals of nursing, third edition, Elsevier, Sydney

Department of Health, Victoria 2011 Open disclosure for Victorian health services – A guide book, Available URL:

Department of Health, State Government of Victoria, 2012 Medical Treatment Act 1988, Available URL:

Department of Human Services, Victoria Child protection practice manual: Mandatory Reporting, Available URL:

Fitzroy Legal Service, 2012 The law handbook 2013: your practical guide to law in Victoria, Available URL:

Funnel, R Koutoukidis, G and Lawrence, K 2008 Tabbner’s nursing care, fifth edition, Elsevier Sydney

Nursing and Midwifery Board of Australia, 2013 Functions of the board, Available URL:

Office of the Public Advocate,2013, Office of the Public Advocate, Available URL:

Queensland Health, 2009 Resuscitation planning, Available URL:

Respecting Patient Choices, 2012b Ethics and advanced care planning, Available URL:

Respecting Patient Choices, 2013 Respecting patient choices for professionals, Available URL: mid=20
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Name of the company: NOKIA (Case Study)

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You will need to include a short reference list in APA in style (This is excluded from word count).
In Assessment you have focused on an organisation of your choice, often your own workplace. This has particular advantages for you including the potential for you to experience and understand subject content in the context of your own workplace, your access to key information to allow substantial analysis and the capacity for you to make a contribution to your workplace both now and into the future.
What you have not yet experienced is the opportunity to gain insights into how NPD or NSD is practiced in a range of different contexts and how context influences key considerations for companies in regard to new product or new service development.

Name of the company: NOKIA
Table of Contents;
• Brief background to company/market
• Key issues that came out of your critical analysis of an organisations new product development practice?
• Recommendations for improvement
• Personal comments on what you learnt.
• Commentary that reflects an understanding of relevant NPD (New product
• Development)or NSD (New service Development) theory
• Conclusion

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Evaluating an International Human Resource Strategy

Evaluating an International Human Resource Strategy

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The Brief:
End of Module Assignment – Evaluating an International HRM Strategy (Individual) (Unit 10)
Evaluating an International Human Resource Strategy
For this assessment you will take the role of a HR manager, taking part in an internal evaluation of your international organisation’s human resource strategy and as a result produce a recommendations report for the HR Director. Please select an appropriate MNC of your choice. Your audit is from an ‘HR’ perspective as it is likely that the business will establish a joint venture in the new market which will require some staff to be recruited locally and also the relocation of some expatriate staff from within your organisation to manage the new venture alongside those of your joint venture partner. Evaluating an International Human Resource Strategy Your report should highlight the HR functions as listed below
Your report will highlight the following HR functions:
1. Recruitment and selection
2. Training and development
3. Reward management
4. Performance Management
5. Employee Involvement
In addition the report should include:
The purpose of the report
– a brief overview of the selected sector for the last five years its developments and challenges & future needs:
-text citations, bibliography & appendices.
This assignment will assess all the learning outcomes for this module. To help you address each learning outcome a brief explanation of what your tutors will look for in your assignment accompanies each learning outcome below:
Your data response should include an analysis, using both qualitative and quantitative data, of the following:
• Key economic drivers in the host country
• A comparative analysis of HR systems globally
• Organisational issues that influence the development and implementation of HRM strategy
• Parent country issues that influence the development and implementation of HRM strategy
• Cultural issues that influence the development and implementation of HRM strategy (Cross cultural training for Expatriate and the social aspect of the host country in the pestle analysis)
Please use the following structure as a guide to the content your tutor(s) will expect to see in your assignment based on the learning outcomes being assessed.
Indicative content
These elements to this assignment as follows:
Executive summary – provide a brief outline of the purpose of the assignment.
introduction: a brief overview of the selected sector for the last five years its developments and challenges & future needs: such as Globalisation, recession, advanced technologies consumer behaviour had an impact on the economy in the last five years then relate it to the industry selected.
L01: Critically evaluate the international business environment in the host country (——-). You are required to present an analysis (max 600 words) using one of these models (1) PESTLE Analysis, (2) Porter’s Five forces or (3) Value Chain Analysis which will incorporate a brief overview of your chosen sector within the last five years of the sector selected. In addition a company profile of the selected company.
For this learning outcome we are asking you to provide a brief company profile of your selected company. The company can be located in any part of the world but it should be a multinational company, the purpose is to use the company as a business model for discussion. By examining the company’s profile, its aims, goals, international intentions you will be able to make a link between the HRM strategy & the overall business strategy. Establishing this link will help to identify gaps in actual employee performance over expected performance which will enable you to make your recommendations later in your report.
L.02 Evaluate the main HRM theories and models in relation to economic drivers
For this learning outcome we want you to explain the recruitment process within the company selected. You will not have access to detailed information here but by examining the company’s website including its “about us pages” “recruitment/vacancies” pages, its annual report & any other publicly available documents you should be able to gather sufficient information to identify what method of recruitment & selection the company uses ie online applications, handwritten cover letters, CV format, aptitude testing, etc. Gathering this research will help you to provide a brief explanation of its recruitment, training, reward & participation practices & strategies.
You can gain yet more information from reading any job descriptions and remuneration packages it might advertise either on its website or through recruitment agencies. When you have completed your research of the company’s recruitment process you will be able to analyse the information using HRM theories & models. Selection methods must be explained using model (Rodger’s seven point plan (1952) or Fraser’s fivefold grading (1954).Models available in Beardwell & Claydon, page 169
L3 Evaluate the effectiveness of HRM strategies in achieving the goals of employee commitment, flexibility, quality and strategic integration and the reward system management.
Drawing all the main issues and points above you will be able to present a summary of your conclusions and recommendations
L4 Analyse the differences in approach to HRM Globally and outline possible reasons for such differences.
In this learning outcome we want you to build on your research and discuss the importance of training, what types of training are available (in-house, off job training for cultural reason etc). Highlight the importance of development frameworks in the organisation selected etc. By analysing training & development strategies it should be possible to identify global differences in approaches to HRM.
L5 Critically evaluate the theory and evidence about the relationship between HRM and organisational performance
In this learning outcome we want you to focus specifically on the theory of employee participation, explain the importance of such activities in the workplace. Your analysis can then be focused specifically on the organisation for recommendation purposes
L6 Analyse the organisational, national and cultural specific issues that influence the development and implementation of HRM strategy
In this learning outcome, again building on your research, we want you to analyse the theory of reward systems the implications and the concept of performance management, including performance appraisal frameworks for the individual performance, why we need to measure individual performance and outline the reasons. Your analysis can then be focused specifically on the organisation for recommendation purposes. Moreover we are expecting that you address these characteristics:
Analyse the organisational, national and cultural specific issues that influence the development and implementation of HRM strategy:
• National: (Host country) With a focus on a polycentric approach, identify organisational issues that influence the development and implementation of HRM strategies in the host country (——). (i.e what is the general mindset and working practices in the (selected sector) and how will this impact the need to recruit local staff to undertake the required roles.
• Organisational: (Parent company) Analyse the HR duties and responsibilities of the parent company to provide appropriate expatriate welfare i.e. (1) a responsibility for the expatriate well-being, (2) provision of incentive packages for expatriates going to the host country (3) providing cultural training to familiarise the expatriate with the language & cultural norms of the host country to support the implementation of appropriate standardised training of locals.
• Cultural: Combine your analysis of the parent company & host country cultural dimensions model or to identify what working practices and mindset barriers might the parent company face in terms of recruiting and training local staff on new technologies, etc to establish an appropriate standard of work to match the parent company’s expectations.(Cross cultural training for Expatriate and the social aspect of the host country in the pestle analysis)
L7 Demonstrate the management skills required in international business to successfully engage and win support from employees at the workplace
Here we are looking to evaluate your critical writing, research skills & ability to present a coherent set of recommendations based on well researched HRM global theories & models.
Also, please can you write references in the text as well.
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Blue Initiative attitude
CO2 initiative
Skill gap analysis
Performance appraisal
Development of average employees
Financial issue
Company’s culture
Manpower need

Geodis Wilson is freight Management Company. It deals with road, air and sea freight services all over the world. It operates more than 120 countries. Approximately 26,000 employees are working in company.
Mission- Clients’ growth by overcoming logistical constraints.
Vision-To be growth partner for client.
Values- Five values of Geodis Wilson are commitment, trust, solidarity, passion, innovation.
Business principle- Achieving objectives through STS.
STS is defined as satisfaction through stakeholders. Stakeholders are those individuals or group, who take keen interest in any organization’s ability to deliver results. Stakeholders of Geodis Wilson are mentioned below.
The customers, the employees, the shareholder, the society at large
Geodis Wilson’s strategy aims at the total satisfaction of stakeholder.
A.STS (stakeholder total satisfaction)-STS is pillar of business excellence at Geodis Wilson. Seven rules are defined to reach objective of STS.
B.CSR (corporate social responsibility)- CSR is core strategy of Geodis Wilson. In 2003 company signed UN global compact. Company is committed to corporate social responsibility towards stakeholder.
C. Blue Attitude Trophy- This program includes educating and uniting employees. It also promotes practical SD (sustainable development) initiative by employees to customers. It encourages sharing and circulating good practice among employees.
D.CO2 Footprint initiative- It is taken for the protection of environment. Geodis Wilson promptly takes steps to any customer request related to emission.
75% of Wilson employees are in direct contact of customer. Thus, company walks extra mile for employees. Company continuously measures for employee engagement and satisfaction. Geodis Wilson heavily invests in training for over all employee development. Company provides enough career opportunities for personnel development. HR department organize various kind of competition. These competitions open up latent talent of employees. Suggestions are always welcome in Geodis Wilson. Geodis Wilson is approaching full investor in people accreditation. ‘Investor in people’ is globally recognized standard. It deals with managing people in big organizations with excellence.
Suggested Strategies-Interest of stakeholders is rooted at mission, vision and values of company. Core of strategy should revolve around stakeholders. It should reflect in day-to-day working. Geodis must respond effectively to expectations of all stakeholders. Logistic industry works in dynamics environment so economic, environmental and social challenges intersect. A well formulated and balanced strategical plan is essential for company’s growth.
For employees
1. Strategy should encourage diversification within teams. Gender equality and involvement of disabled people must be key agenda of strategy.
2. Employee loyalty is intangible asset for any organization, strategy should secure employee loyalty. Company is launching Ambition 2018 plan.
3. Extra emphasize on training for skill development.
4. Policies development for employee health and safety (on road and on site).
5. Involvement of clients in safety initiative.
For Customers- An innovative strategy that helps clients to accelerate growth.
1. Policies to develop partnership with clients, So that company can better understand their expectation.
2. Optimization of clients’ supply chain through innovations.
For Environment- A Strategic planning for eco-friendly programs which include 360 degree involvements.
1. Involvement of suppliers and subcontractor in eco-friendly initiative.
2. Development of policies which ensure that suppliers and subcontractor comply with safety and environment regulations.
3. Implement initiative that reduces fuel consumption.
4. Encouragement of corporate sponsorship policy and citizenship initiative.
For shareholders
Shareholders are interested in maximization of profit. Above mentioned step will bring long-term profit and reputation.

Part 2
Organizations face numerous challenges in strategy execution. Proper addressing and planning of these issues can result in greater output.
HR issues may arise while implementing core strategy.
Skill gap analysis- For fast growing global company employees should be ready to embrace changes. Employees should be competent enough to learn new technologies. Employees need competencies to support international expansion. A skill gap analysis is a method to know about people’s skill set. It helps to assess skills availability in present workforce. Hr department can forecast skill requirement. HR department can also plan for skill development.
Performance appraisal-For the successful implementation CSR (core strategy), it is important to know about star performers. Company can put best efforts to keep talent. HR can effectively plan to flourish talent. HR department organize various kind of competition like blue attitude trophy. Competitions are effective way to filter superior employees and average employees.
Development of average employees- Leaving behind average employees is not good for any organization. They are not tools so their development is also responsibility of company. Geodis Wilson has implemented HR tools like G-talent for the training and development of employees.
Financial issue-All these efforts are huge financial burden. These all initiative brings intangible results. These results can’t be measured in figures. There are various different ways to know the effectiveness of initiatives. Geodis Wilson maintains dialogue between employees and management through committees. An independent survey is conducted to know the feedback. Geodis Wilson made action plan to carry out finding of survey.
Motivation- To motivate employees Geodis Wilson organized innovation master award. It encourages creative potential of employees.
Recruitment-People are the core of Geodis Wilson’s mission. Extra care should be taken while recruiting people in Geodis Wilson. Leaders must realize importance of right people. Selection of right people at right time at right place is critical component. Company should look most carefully at people who are aligned to mission of company. Company should hire those people who are deeply interested to give value to clients. Company should look people who are genuinely committed to their personnel development and growth. Geodis Wilson constantly looks for new talents who are young and dynamic. Geodis Wilson is already promoting gender and disability equality at workplace. It launched a voluntary program EQUALIS to fight all forms of discrimination at workplace. Geodis Wilson is global company with dynamic, competitive environment. Company provides training, career opportunity, international mobility for personnel development.
Company’s culture- Company’s culture is supportive for employee’s problems. Sometime lack of technical support makes work challenging and tedious. Long working hours are other issues which manager needs to sort out. Employees working in different time zone face work life balance issues.
Manpower need- Geodis Wilson is fast growing company. A proper human resource planning is required.HR department is juggling to figure out human resource demand. HR is making their way to find out new talent, who can adapt changes and keen for long-term commitment with company.
Planning is road map of achieving objectives. Strategy should be aligned with organization’s mission. Execution of strategy encounters resistance, but advance planning of these issues can result smooth sailing.
1. Our Mission Vision & Values. [ONLINE] Available at:. [Accessed 27 August 15].
2. 2015. Company Overview of Geodis Wilson Management B.V.[ONLINE]availableat: [Accessed 27 August 15].
3. Blue Attitude Trophy. [ONLINE] Available at: [Accessed 27 August 15].
4. [ONLINE] Available at: [Accessed 27 August 15].
5. Plunkett, Jack W. , 2008. Plunkett’s Transportation, Supply Chain & Logistics Industry Almanac. 1st ed. USA: Plunkett Research, Ltd.
6. Wisner, Joel D. , Tan, Keah-Choon , Leong, G. Keong , 2011. Supply Chain Management: A Balanced Approach. 3rd ed. USA: South-Western.
7. Caldicott, Sarah Miller , 2012. Midnight Lunch: The 4 Phases of Team Collaboration Success from Thomas Edison’s Lab. 1st ed. USA: John Wiley & Sons, Inc.,.
8. 2015. Business Excellence. [ONLINE] Available at: [Accessed 25 August 15].
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SHRM AND Greenfield Operations

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SHRM AND Greenfield Operations

a. Strategic Partner
b. Employee Advocate
c. Change Agent
a. Building competitive advantage
b. Developing and retaining talents
c. Leadership Development
d. Building Diverse Teams
a. SHRM and Human Resource Development (HRD)
b. SHRM and talent management
c. SHRM and Employee engagement
d. SHRM and corporate social responsibility (CSR)

In today’s competitive environment, Human resource is unique asset to get competitive edge. Earlier hiring employees, paying them and handling benefits are considered as primary HR functions. However, it is common sight that employees are criticizing everything from professionalism of HR personnel to their support to employees. They accuse HR professional to misleading employees, failures to maintain employee privacy and implementation of poor HR practices. Therefore, it is time to transform HR department. If HR role in your company fail to transform to align with modern thinking practices, it would result failure of organization. Today’s HR department cannot be HR department that does not contribute to company profitability. Thus, role of HR manager, director, or executive must match need of dynamic environment of organization.
Strategic Partner
To enhance company profitability, HR managers need to think as strategic partners. The HR objectives are developed to align with corporate strategy. The strategic aspect of HR influences all HR roles like hiring, payrolls, motivations, Training, etc.
For example, Mercia System is doing business of precision engineering. This company develops and manufacture specialized device for defense purpose. Due to change in environment and shrink in defense industry, company had to develop new business strategy. With the development of organization strategy, they also focused on HR strategies also.
As per the words of MD of Mercia system
The main thing we have to do is to ensure that we have the right core technologies and the right competences within the company to achieve the vision and strategy.
It is HR manager’s responsibility to develop strategy to create human competencies that company can achieve vision. Similarly, Dyson electronics should develop strategic human resource to achieve goals of Greenfield project.
Employee Advocate
As an employee sponsor, the HR manager plays vital role in organizational success by creating a work environment of motivated, contributing, and happy workers.HR professional makes talent management strategies, OD interventions, right approach for employee complaint and channel of open communications.
For example, ABC Distribution Company distributes food products to major retailers. As per words of MD of HR department,
“Our HR strategy has to respond to our business needs. The challenge for HR is to look at all the areas it encompasses and make sure they are integrated into the main plan. One of the problems this company used to have up to a few years ago was that HR strategy was seen as something completely separate from corporate strategy. What we have tried to do in the past few years is to make them the same thing. Therefore, we start with a business plan; we know we are going to grow at a certain rate. Then we do a skills audit and predict how many managers we are going to need. Out of this comes our HR development policy on skills training, leadership training, and recruitment.”
As Greenfield is new venture, so strategic HR can be implemented from scratch. Top management of Dyson electronics must support SHRM. It is always better to learn from other’s mistakes.
Change Agent
When we talk about SHRM, HR professional must work as change champion.HR manager focus on dynamic need of organization and develop strategies according to that.
Top management of Dyson electronics must establish SHRM in Greenfield. New setup always demands dynamic adjustment. Organizational culture influence any company’s performance. Responsibility to develop favorable culture lies on the shoulder of HR. Top management must understand the need of strategic steps to create right organization culture, monitoring employee satisfaction, and measuring the results of organization. The HR professional assess effectiveness of the HR function, thus contributes to the organization success.HR professional also foster change in work practices. Finally, department finalize the measures that guide organization to succeed in all of this.
Now I would like to take liberty to explain how SHRM will help to achieve goals of Greenfield Operations.
Building competitive advantage
SHRM will give competitive edge to Greenfield Operations. HR department bears full responsibility and would not ask for approval at each step. Top management must give full authority to HR to work freely. SHRM motivates HR professional to search gaps in Greenfield Operation. After analyzing, SHRM would do cost benefit analysis to work in the direction of improvement. HR does not work as advisory body.HR is responsible for right staffing practices. Thus, HR professional does not advice managers to achieve target. They actively involve achieving targets. This is how SHRM brings competitive edge to Greenfield Operation.
Developing and retaining talents
Employees are asset for modern organizations. Modern organization invests into employees. Thus, employee’s builds organization by giving competitive edge. SHRM is responsible for development of employees in the direction of overall objective of employees. Here HR professionals identify the best development opportunities of employees.
HR identifies the needs of quality people who can contribute to Greenfield’s objectives. HR is also responsible to train employees for upcoming challenges. Similarly, SHRM find rich sources of talent and setup talent management program to retain those best talents. Success of SHRM can be measured by turnover rate. Here SHRM prepares right tool, plan, and procedures to retain talent.
Leadership Development
An organization flourishes under strong and right leadership. Leaders are different from managers. SHRM develops future leaders. SHRM is responsible to implement proper plans to dig out latent talent in employees. SHRM is fully responsible for succession planning.
Building Diverse Teams
Workforce diversity is key of competitiveness. Healthy conflict always brings positive results. SHRM bring diversity in workforce from the scratch of recruitment process. Here SHRM pay attention to diversity of different personalities not only demographic factors.

An aspect of employment relationships is to give employee right to speak in organizational decision-making. It can be done through many ways like joint consultative committees or works councils or team working, employee suggestion scheme etc. The positive benefit of giving right to the employee voice is to motivate all employees to think about the organization and the factors that are behind its success and sustainability.
Some people may argue that employer-employee relationship limit to particular HR aspect. Workplace investigation process and enforcing fair employment practices are just two component of employer employee relationship. However, it is not true. Employer-employee relationship is imbibed in every aspect of HR, be it salary structure, workplace safety, recruitment and selection and others. Devanna, Fombrum, Tichy, and Warren (1982) described SHRM as a key process in strategy implementation. Many HR activities, performance appraisal, compensation, and development programs, are considered as critical for strategy implementation.
The Strategic Role of Human Resource Managers
Here I would like to point out major areas, where SHRM can enhance organizational performance by chalking out appropriate strategy.
Workplace Safety
SHRM HR professional develop strategies to create safe and secure working environment for employees for example, risk management, sexual harassment policies, special arrangement for women safety, giving insurance coverage to employee, reducing accidents through proper training and development. These all steps help to strengthen employer and employee bond. Strategic implementation of workplace safety majorly influences employee commitment.
Compensation and Benefits
When people know about what their company is doing and how their work contributes to company’s success, their focus and job satisfaction increase (Harvard Business School, 2006). Salary structure is major criteria for anyone. On the contrary, cost play significant role for organizations as well. Decision about compensation and benefit is influenced by many factors like Job evaluation, labor market conditions, workforce shortages, and budget constraints. A strategic HR manager evaluates all factors and takes decision so that both employer and employee can be on win-win situation. In addition, strategic HR manager has to weigh an employer choice, satisfaction of employee and stakeholders.
Employee Training
Strategic HRM has a clear focus on implementing strategic change and strong human resource of the organization to ensure the effectiveness of organization in the future (Holbeche, 2004). Training refers to sharpen employee skill to fill gap. Strategic HR manager find the gap and make appropriate plans to implement it. He is also responsible to evaluate effectiveness of training. Strategic HRM emphasize on finding gap, which are essential to fill to attain overall business objectives.
Development refers to develop skill of employees for the personal growth as well as overall growth of organization. SHRM has to identify development areas that are aligned with overall business strategy. Huselid (1995) explained SHRM as the emphasis on aligning its HR functions and competitive strategy. Strategic HRM focus on personal need of individual as well objective of organization. He is responsible to create finer balance between employee and employer hence fostering strong relationship between both.
Recruitment and Selection
Effective HRM acquires quality employees, motivates them to maximize performance, and helps meet their expectations. This leads to long term relationships with skilled and happy employees (Stewart & Brown, 2011).
SHRM has to find suitable person who fits in organization and contribute in organization success. Therefore, role of SHRM is most significant in this particular aspect. Strategy HR manager work out on specific needs of organization and make strategies to attract suitable talent to fulfill goals of company.
Various researches suggest that a major component of long-term profitability is a strong strategy is highly effective workforce that carries out business strategy. In context to HRM, there are two types of strategy. One is competitive business strategy that focuses fulfillment of need of customers. The other HR strategy is to focuses on choices and actions about the management of people within the organization. Both strategies must work together to ensure synergic organizational effectiveness (Stewart & Brown, 2011). Human performance is becoming complex, so it is obvious that HRM should participate in improving the quality of strategic management process (Box all & Purcell, 2003).
In Greenfield operation, SHRM will deal with following additional issues to achieve long-term targets of Dyson electronics.
• handle employee relations issues to avoid escalation and legal impacts on the organization
• Proper implementation corrective action plans and disciplinary actions
• retention strategies to help improve turnover and employee morale
• Developing training programs to build a collaborative workforce
• Identification of development of employees
• Community Relations Programs
• Social Events
• Motivational Programs
• Suggestion Programs
• Absenteeism
• Termination

SHRM and Human Resource Development (HRD)
Main objective of HRD is to develop human skills. SHRM particularly deals with development of human intellectual and planning about how they can be benefited to organization.
For example, Siemens business strategy is all about people excellence. It is the best example of how SHRM develop high performance culture within company. SHRM develop culture that supports and nurture people to achieve their ambitions.
Prevention is better than cure. Being a new setup, strategic planning of organizational development will help Greenfield Operation to achieve its goals. Otherwise, company may pay cost of haphazard organizational culture in later years.
SHRM and Talent management
Talent management is one of most challenging role SHRM is handling in today’s competitive environment. As modern organization want to stay ahead from competitors, Talent has become one of major concern. SHRM develop strategies to retain the potential of those key employees who routinely perform exceed of organization expectation. People who contribute to achieve overall objectives and critical to competitive edge are retained. SHRM works outs recruitment, selection, induction, training and succession planning to capture valuable talent.
For example
Apple always eyes for extremely hard working and committed people. On Apple’s website, “This isn’t your cushy corporate nine-to-fiver.” HR carefully injects the “hard work” message in organizational culture. Another example of hard work message is “Making it all happen can be hard work.” Moreover, “you could probably find an easier job someplace else.”
In Greenfield Operation, SHRM can identify required skill and plans to attract talent according to that. It can be done through careful planning about recruitment and selection.
SHRM and Employee engagement
Employee engagement ensures to motivate employees to invest intellectual energy and emotional energy to the company’s goals.
SHRM chalk out strategy I Greenfield Operations to performance management system, Compensation and benefit, employee intervention, rewards to foster employee engagement.
SHRM and corporate social responsibility (CSR)
From last few years, significance of CSR has been risen. An organization operating in an ethical and socially responsible manner means to attract new customers and employees. It increases customer satisfaction as well as employee satisfaction motivation and morale. It improves customer retention and employee rates.
Given this context, SHRM in Greenfield Operation pay special attention to CSR to put employees into practice. HRM policies and processes are required to link CSR with employee engagement.
The Fair Work Act 2009 commenced on 1 July 2009.The Fair Work Act 2009 applies to national system employers and employees. Here the meaning of national system employer is who carries on a commercial activity in the Territory in Australia, As Far As employer employs an individual in connection with the activity in territory. By this definition, Greenfield Operation is covered by Fair work Act 2009. Greenfield Operation has to obey following work practices.
The National Employment Standards-These are ten legislated minimum standard.
1. Maximum Weekly Hours- For fulltime employees, maximum working hours per week are 38. For part‐time or casual employees weekly hours must not exceed the less than 38 hours. Employer can ask for additional hours to work to keep an eye on number of factors.
2. Requests for Flexible Working Arrangements- NES also give right to employee to make change in working arrangements if employee has
a.12 month continuous service parent of or bearing responsibility of school going child or disable child under 18.
3. Parental Leave and Related Entitlements-NSE gives right to employee to take unpaid leave up to 24 months in relation of birth or adoption under 16.It applies to same sex couple also.
4. Annual Leave –It entitles employee to take 4 weeks paid leaves per year.
5. Personal/ Carer’s Leave and Compassionate Leave –Employee has right to take 10 days paid personal leaves.
6. Community Service Leave –It gives right to take unpaid leave to those employees who engage in voluntary emergency management activity.
7. Long Service Leave –NSE provides transitional arrangement for long service leaves.
8. Public Holidays –NSE allow employees to be absent on specific dates and paid for it.
1 January (New Year’s Day)
26 January (Australia Day)
Good Friday
Easter Monday
25 April (Anzac Day)
Queen’s birthday holiday
25 December (Christmas Day)
26 December (Boxing Day)
9. Notice of Termination and Redundancy Pay –It is obligation to employer to provide written notice of the day of termination of employment.
10. Fair Work Information Statement-Employer must give copy of the Fair Work Information Statement containing information on key elements of the new system to new employee.
FW Act 2009 influence Australian organization in many ways.HR professional believes they have to work harder on IR issues than before.HR also is also taking extra care while formulating employment contracts. Similarly, FW act 2009 increase need of legal advice in Australian organizations. FW act 2009 pressure invest in Human asset, failure may attract extra IR cost. Some believes involvement of union is increase. Trend of flexible working hours has been on rise in Australian organizations.
All these findings indicate importance of SHRM in modern organizations. Top management of Dyson electronics must understand intricate depth of human resource functions and implement SHRM to avoid upcoming issues.
Strategic Human Resources Management is all about maintaining balance between employee and employer where they can meet each other need. Failure of this may result in suffering of one party or sometime both parties. Companies who take care needs of their employees can cultivate a productive work atmosphere. Strategic Human Resource Management is the unique way to achieve this. Taking strategic step about needs of employees lower down turnover rate of skilled employees, and reduce the cost companies spend on finding and training new employees.

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The Impact of Strategic Human Resource Management on Employee Outcomes in Private and Public Limited Companies in Malaysia
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CULTURE SHOCK (Transition from college to profession)

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(Transition from college to profession)

1. Introduction 3
2. Reason of culture shock 3
3. Culture shock hinders successful transition 4
4 Culture shock and workplace 5
5. Recommendations for new graduates 6
6. Conclusion 7
7. Reference 8

Culture shock is term that describes the impact of moving from familiar environment o unfamiliar environment. Alternatively, culture shock is experience that can happen with anyone; from people who traveled to one country to another to student who joined first job after completion of college. Culture shock involves the shock of new environment, meeting of new people, and learning the way of new environment. It is feeling of being separated from familiar atmosphere. It is trail period for any student, who transits from school to first position in the profession. It is obvious that student don’t come fully prepared for job. While doing a job, student usually go through turmoil of emotions and it might take really long period to adjust in new jobs and understand the real world. In the case of part time job, tenure of adjustment may take bit longer time. Furthermore, an important question pops out-‘what to do to ease the situation’. Academicians says that it is responsibility of everyone in company to make students feel conformable and support them to understand and adjust in new environment. A unique and powerful approach is required to tackle this sensitive issue because of huge cultural difference between school and work environment. (Perrin, 2009)
2.Reason of culture shock for students entering their profession-
Time related issues- When a student join job first time, it is daunting task for him to go to work at every day. Classes don’t require much dedications and time to devote every weak unlike job. Therefore, there is difference in time management where student need to focus 40+ hours and try to balance life according to job responsibilities.
Professionalism in Workplace-Student life allows to be experimental and little bit irresponsible in class. In college, to be unprofessional will give bad grades, but to be unprofessional at workplace will make difficult student’s survival. Deadline are much more critical at workplace rather than at college. At college, student is responsible for his actions only whereas at workplace failing to handle own responsibility can affect other employees work.
Dream Job-While it is important to have vision for career, many times students don’t find their first job as dream job. It creates panic and turmoil in emotions. Some time, it takes time to understand who you are and what exactly you want from your life.
Aspect of real world-Students are not prepared in college for team work, maintaining work life balance and dealing with different kind of people, networking and job hunting skills. These skills come with experience. Therefore, students feel problems to handle culture of workplace.
Entry-Level Jobs-It is one of harsh realities where students get only entry-level jobs especially in bad job market. Work environment or work culture is quite different for these entry-level jobs and culture shock is not easy to juggle. Long working hours, low pay, and hard work are shocks students usually receive from first jobs. (Hossain, n.d.)
Root cause of culture shock
Workplace culture College culture
working as a team Isolated or withdrawn
Accountability Control freak

Tactical awareness Hyper-vigilant
Targeted aggression Anger control issues

Emotional control Emotionally less stable
Individual responsibility Not responsible enough
Non-defensive driving Aggressive driving/behavior
Discipline Difficulty dealing with conflict or ambiguity –
(Gustafson, 2013)
3. Culture shock hinders successful transition
In recent decades, workforce diversity increase by fast technology and development. Rapid globalization makes a basic requirement to understand the cultural diversity. Cross-communication is becoming global issues. When a student transit from college to job, he is required to understand the people of different culture and background. As a result, students’ ability to adjust with new culture suddenly becomes unavoidable. During the process of adjustment with new culture, students go through the change of emotions from happy carefree individual to sad and depressed. Culture shock is actually psychological disorientation of people who suddenly enter new entirely different environment to live and work.
Health-Students may get headache and stomachache. Students might find it difficult to concentrate on work. It is noticed in students that they become more irritable or tearful in the state of culture shock and prevent them to step in their profession more positively.
Stress- Changes might cause stress. Not everyone take changes positively. When students enter in workplace, they are bound to experience culture shock and often influence their performance and ability to contribute in cultural environment. These confusion and emotional discomfort create great deal of stress and hinder the productivity of student at workplace.
Ability to adapt new culture- The culture shock often includes range of symptoms, although it is not necessary that every student show symptoms of culture shock. Students might feel depression, anxiety, and feeling of helpless as result of culture shock. Student may find it difficult to learn about new culture. Degree and extent of psychological depression influence student’s ability to adapt new culture negatively.
Decision making- Culture shock influence students’ ability to make sound decision at work place. At this stage, students often get confuse about them and could not figure out about their career goals and vision.
Hostile to host company- It is common to see that when student fail to defeat symptoms of culture shock they are likely to exhibit aggressive behavior and attitude for company that may lead spoiled interpersonal relationship with colleagues and seniors managers. (Xia, 2009)
4.Culture shock and workplace
The impact of culture shock can be favorable or unfavorable depending on how student effectively adapt the new culture. Positive effect of culture shock at workplace includes rich experience of real world and strong knowledge base, whereas negative effect includes interpersonal conflicts, lost productivity, and disharmony in group task. All these conditions have strong influence on dignity of workplace. Handling cultural shocks successfully depend on individual as well as organizations leaders. With proper planning, managers can enhance favorable effect of cultural shock and enhance positive benefits of cultural shock to save the dignity of workplace.
Negative aspect of cultural shock and dignity of workplace- Increased tendency of interpersonal conflict of student is negative outcome of culture shock. New environment and people have different opinions, thoughts, norms, and customs from college.
When student is placed in group of people to achieve common goal that require collaboration and mutual effort. These differences in opinion and interpersonal conflict with senior employees can hinder the development of group task and organization objectives. Therefore, we can conclude that culture shock results in loss of productivity and negative emotions among employees are quite detrimental for the health of organization,
Positive impact of culture shock and dignity of workplace-Culture shock happen because of new environment and workforce diversity. Culture shock increase tendency of handle culture shock at global level. It makes fresh graduate to work in global companies or companies ready for global expansion. Expansion in new countries brings similar culture shock at different level. However, if fresh graduate handle culture shock positively, he can use the information, strategies and knowledge of culture shock to handle aforementioned obstacle of global culture shock.
(Martin, 2014)
5. Recommendations for new graduates
• Student should try to find out mentor at workplace. Relationship doesn’t need to be formal.
• Planning yearlong objective motivates student to learn new environment. List those entire things that students want to learn whether expected by employer or his own wish to learn things.
• Keep a written record of all emotional turmoil. It helps to understand the situation and emotions as well. It will be motivating while adjusting in future positions.
In educational institutes, hierarchies are flat which involves student and professors, whereas workplace has complex and deep hierarchies involving managers and top management. Students get instruction written through syllabus and assignment whilst at workplace, apart from written information, attention must be paid to verbal instructions. Similarly, at college or school information is explicitly given to carry out particular task whereas many times employees are expected to carry out particular task that are not thoroughly explicit. At workplace, being fit is important for survival and in schools; there is scope for anti social behavior and to be succeed.
However, culture shock is entirely normal and unavoidable. In fact, culture shock provide string platform for significant learning experience. Culture shocks give students valuable skills of handling people, networking and teamwork that will serve students in coming years.

7. Reference-
1. Hossain,, A. Making a Successful Transition from College to Career (1st ed.). New york: New York city college of technology. Retrieved from
2. What is Culture Shock?. Retrieved 29 May 2016, from
3. Martin, G. (2014). The Effects Of Cultural Diversity In The Workplace. JDM, 9(2), 89.
4. Xia, J. (2009). Analysis of Impact of Culture Shock on Individual Psychology. International Journal Of Psychological Studies, 1(2).
5. Perrin, S. (2009). Culture shock for new graduates: Making the transition from school to work. BCLA Browser: Linking The Library Landscape, 1(3).
6. Gustafson, A. (2013). Transitioning from College to Career: The 8-5 Culture Shock | Kuder.Kuder. Retrieved 29 May 2016, from
7. Schofield, S. & workplace, C. (2013). Culture Shock: Generation Y and their managers in the workplace – Millian. Retrieved 29 May 2016, from

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1.The Scenario 3
2.The Stakeholders 3
3.Ethical issue 4
4.Non-Ethical issues 5
5. Consequences 5
6.Ethical Analysis 5
7.Options 6
8.Conclusions 7
9.Reference 8

1.The Scenario :
Apple found guilty to violate the Sherman act and conspired to raise the price. Apple raised the price of eBooks with joining hands with five big publishers of US. These publishers were Hachette Book Group, Inc., Harper Collins Publishers, Macmillan Publishers, Penguin Group, Inc.,and Simon & Schuster. However, publisher defendant settled their claim and apple proceeded to trail. Apple adopted agency model to sell eBooks $9.99 to $14.99. Agency model let apple and publisher to control the price of eBooks. Apple also fixed different price tire for different books to inflate prices. Apple included MFN clause in contracts with publishers according to witch apple can sell eBooks at lesser prices. Apple is fined to pay $600 million to customers for increasing price and negatively impacted healthy competition in market. This lawsuit accued apple to force consumers buys eBooks at higher price unethically. Price fixing is an agreement between companies to sell product at pre-determined price. Apple ipad tablet launch drove the eBook price fixing. Amazon was selling eBooks on average $9.99, gaining position of market leader very fast. Amazon became market leader in eBooks segment by offering lower price, minimum profit, and fulfillment of customer expectation. Apple created its own monopoly, as publishers couldn’t offer discounts. Apple inc. adopted agency model under which six giant publishers wont sell anything at lower price to rival companies i.e. Amazon. Agency pricing is unethical and breach of ICT professionalism ethics. Agency pricing is anti competitive where Apple didn’t need to compete by fixing e book price. It is immoral practice as well. However, it increased revenue of 50 to 70% to all involved parties. (Jennings, n.d.)
2.The Stakeholders :

Competitors Amazons
Employees and shareholders
eBooks buyers

Community business community

Suppliers- Publishing house
3.Ethical issue-
Amazon actions- When Amazon learnt about deal of publishing house and Apple inc. Amazon approached authors and motivates the disintermediation. Intermediation means the elimination of intermediaries between producers and consumers. Now authors have option to choose 70% royalty options for eBooks in between of price range $2.99 to $9.99.
Suppliers- Publishers felt that low price of Amazon can create problem for them for their hardcover profitable books. These six publishers house adopted several different strategies to beat with Amazon price. Ultimately, they joined hand with late Steve jobs, Then CEO of Apple inc. to adopt agency model and inflate prices.
Business community- In ICT, professionalism is important aspect of ethical issues. Professionalism is arguable is most significant in some business community, especially in tech giants like Apple Inc. ICT has potential to influence lives of all. Professionalism in ICT emphasizes the problem in business communities and it demand companies to behave professionally. There is difference between person is considered as professional to conduct business or person being integral part of business to be considered professional. Being part of profession means having adequate qualification and skill to carry the business. Professional is meant by conducting business in professional way. Apple inc. falls in second category, where Steve jobs conducted eBook business in unprofessional approach. (Souppouris, 2013)
4.Non-Ethical issues
Shareholders- Shareholder of Apple inc. sued CEO and other executive, who were involved in price fixing. Shareholders claimed that price fixing scandal damaged the company and demanded compensation for damage. (KELLER, 2014)
5. Consequences:
As result of fixing price is following
Competitors Amazons No monopoly

Employees and shareholders Increased returns damage to goodwill
eBooks buyers
Higher price
Community business community
market dismantled
Suppliers- Publishing house Increased returns
Apple Inc. Apple Increased returns and Reduced competition
(Flood, 2012)
6.Ethical Analysis-
Consequentialism is ethical theories that hold about consequences of one’s act should be ultimate base to decide rightness pr wrongness of decision. Alternatively, we can say that consequentialsim is doctrine that decides the morality of action should be judged by its consequences. According to Utilitarianism approach of consequentialsim, people or organization should act in way to maximize human welfare. (Jackson, 1991)
In present case study, Apple justified his actions that it stopped monopoly of Amazon and justifies increased price of consumers. Amazon was intervening in market dynamics and prevented market to be free. Because of Apple Inc.’s agency model, Amazon market share lowered down from 90 to 60%. However, actions of apple inc. was not maximizing the human welfare as it consumers were required to pay more.
b. Just Consequentialism
It is system of applied ethics and means to remedy for ethical problem. It combines the core value of Consequentialism. In present case study, company wants to break the monopoly of other rivals. The good point is to make market free. Action also reduced competition and increased revenue for shareholder. Just Consequentialism has further concern in present case, if we choose to ignore the harm to consumers. We want good computing policies that can protect consumers and promises to let the human being flourish. Just Consequentialism says that ends never justify unethical means. Theory says benefit of small group or good become enemy of just. If means are unjust good will end somehow. (H. Moor, 1999)
7.Options :

1. Apple should pay attention to other marketing strategies to gain profit margin rather than agency pricing.
2. Amazon should not directly deal with authors and offer 70% royalty. Instead, Amazon should fight legal battle, which it did at later stage
3. Publishing house should not focus on short term goals and should not influence business market by using their power. Publishing house must venture into other market for profit making
4. Shareholders always pay close attention to companies’ decision making and should prefer long term continued survival rather than short term profit seeking.
5. Companies must conduct business in professionalism for long-term stability.
8.Conclusions :
US department of justice filed lawsuit in April 2012.Apple is forced to pay $200 million to customers. Solutions from my recommendations are implemented by tech giant and other stakeholders in present case study. For instance- Amazon grew as competitors. Apple stopped unethical behavior, refund to customers and allowed to continue business by US government. (Kendall, 2016)
Retailers got freedom to set price again. Publishers settled claim outside of court. However, Consumers’ received compensation 3 times of what they paid. Apple Paid fine to breaking the law. We can conclude that Amazon was growing big, but apple did not have rights to intervene through unethical manners and caused harm to its reputation and customers also.
1. Kendall, B. (2016). Supreme Court Turns Away Apple Appeal in E-Books Antitrust Case. WSJ. Retrieved 28 May 2016, from
2. :Souppouris, A. (2013). Apple warns guilty ebook verdict would ‘send shudders through the business community’. The Verge. Retrieved 28 May 2016, from
3. KELLER, J. (2014). Apple shareholders sue Tim Cook, other execs over ebook price fixing. iMore. Retrieved 28 May 2016, from
4. Jennings, M. Business ethics.
5. H. Moor, J. (1999). Just consequentialism and computing. Ethics And Information Technology, 1, 65-69.
6. Jackson, F. (1991). Decision-Theoretic Consequentialism and the Nearest and Dearest Objection. Ethics, 101(3), 461-482.
7. Flood, A. (2012). The Apple ebook price-fixing lawsuit has terrifying implications. the Guardian. Retrieved 28 May 2016, from

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