Thermoelectric generator

Plantation for providing the necessary infrastructure out this project successfully. I also thank Dry. S. Maryanne, Dean, School of Mechanical & Building Sciences for his support and continuously encouragement in completing the project. I express my genuine indebtedness to Mr.. C. Rammers Kumar, Senior Assai. Lecturer, School of Mechanical & Building Sciences whose whole hearted guidance and valuable suggestions throughout this project helped us in completing it successfully, without which the project would not have attained a fine and final shape.I would also like to express our gratitude to all faculty members of the school for their timely encouragement and thought provoking suggestion to pursue our work. Last but not he least, we would like to thank all those who were directly and indirectly helped us in completion of this project. CHAPTER: I 1. 0 Introduction Man's constant evolution couldn't have been possible without fuels. Society is putting more emphasis on the mobile transp ortation sector to achieve future goals of sustainability and on low thermal efficiencies of ICC engine.About 60% of heat-energy liberated during combustion of fuel is not utilized in producing useful work and getting dumped into the atmosphere daily. To achieve these goals, society needs to jump to a new method to recover the lost part of exhaust energy. The recovering of heat from exhaust gases in automobiles is a typical area of generating steam (or) electricity using W. H. R. B. * (or) Thermoelectric. It depends on the basic principle of ‘Speck Effect'.It would be useful to demonstrate the potential of thermoelectric generation in the automobile industry using Thermoelectric Generator (Tee's). A thermoelectric generator, which can be driven by the temperature difference, incorporates fins into a thermopile to conduct heat toward or away from the alternating spaces between adjacent layers of different types of thermoelectric material. Vehicles are becoming more electrified and the higher electrical demands under nearly all driving conditions are required.On board electrical energy management and storage systems are more prevalent. TEE'S provides source of additional electrical power without increasing fuel consumption. The study reveals that about 6% of the exhaust energy can be taped from the exhaust there by increasing the thermal efficiency. It can be used to increase the overall efficiency of the engine without increasing the fuel consumption and thus there would be a separate source of the electricity that a vehicle needs for keeping its battery charged and for erring all of its on-board electric circuits. W. H. R. B. = Waste heat recovery boiler 1. 1 Problem Specification To design and fabricate the Thermo Electric Generator and its various components. To test the TAG under various conditions when used on Marti 800 standing engine. 1. 2 Objective To design the TAG and its various components using Silkworms (CAD) designing software and to fabrica te the same using various manufacturing processes. Then the manufactured model is tested for efficiency , power output under various conditions when tested with Marti 800 standing engine.CHAPTER: II 2 Literature Survey 2. 1 Thermoelectric Principle The Thermoelectric principle though established for long back found application only to the field of sensor industry. But recent advances in materials, especially in semi conductors have paved way for applications to the field of power generation. This project studies the application of Thermo electrics as a waste heat recovery solution in vehicles and their potential for the future. 2. 2 Speck Effect The Speck effect is the conversion of temperature differences directly into electricity.This effect was first discovered, accidentally, by the German-Estonian physicist Thomas Johann Speck in 1821 . He found that a voltage existed between wow ends of a metal bar when a temperature difference AT existed in the bar. Fig. 1. 3 – Speck ef fect AS and SUB are the Speck coefficients of the metals A and B, and TTL and TO are the temperatures of the two Junctions. The Speck coefficients are non-linear, and depend on the conductors' absolute temperature, material, and molecular structure.If the Speck coefficients are effectively constant for the measured temperature range, the above formula can be approximated as: Thus, a thermocouple works by measuring the difference in potential caused by the dissimilar wires. It can be used to measure a temperature difference directly, or to assure an absolute temperature, by setting one end to a known temperature. Several thermocouples in series are called a thermopile. This is also the principle at work behind thermal diodes and thermoelectric generators (such as radioisotope thermoelectric generators or Arts) which are used for creating power from heat differentials. . 3 Semiconductor Based Thermoelectric Though the thermo-electric principle was established in the early 19th century , it was only after mid-20th Century advancements in semiconductor technology, however, that practical applications for thermoelectric devices became feasible. Semi- inducting materials, (in conjunction with copper inter-connecting pads), have been found to offer the best combination of Speck coefficient, electrical resistively, and thermal conductivity.Semi-conducting materials provide another benefit, the ability to use electrons or â€Å"holes† (the absence of an electron in a crystal matrix) to conduct current. This last property is useful in assembling many thermoelectric Junctions in series to reduce the overall current flow in the device to manageable levels. 2. 4 Thermoelectric Modules (TEEMS) Bismuth Telluride-based thermoelectric modules are designed primarily for cooling r combined cooling and heating applications where electrical power creates a temperature difference across the module.By using the modules â€Å"in reverse,† however, whereby a temperature d ifferential is applied across the faces of the module, it is possible to generate electrical power. Although power output and generation efficiency are presently low, useful power often may be obtained where a source of heat is available. 2. 5 Teems for Power Generation Thermoelectric (ET) energy conversion for power generation is based on the â€Å"Speck effect†, where a temperature difference, TTS-TTS, across two dissimilar legs of nonconductor material produces a voltage, Avocado.This voltage is equal to the Speck coefficient of the material, a, times the temperature difference across the device. The dissimilar legs of semiconductor material, one p-type and one n-type, are called a thermoelectric couple. The p- and n-legs are Joined by an electrically conducting material at the p-n Junction. A thermoelectric module consists of a series of p-n couples, which are connected electrically in series and thermally in parallel. Electrically insulating material separates the electr ical connectors from the heat source and sink.When a temperature gradient is applied across the couple, the negatively charged electrons, e-, in the n-leg and the positively charged holes, h+, in the p-leg move from the heat source to the heat sink, conducting heat to the cold base. This flow of electrons and holes causes separation in an initially uniform charge carrier distribution, which results in a current flow, l, in the couple. A thermoelectric module used for power generation has certain similarities to a conventional thermocouple. With no load, the open circuit voltage as measured between points a and b is: V = a.AT Where: V is the output voltage from the couple (generator) in volts a is the average Speck coefficient in volts/K AT is the temperature difference across the couple in K where When a load is connected to the thermoelectric couple the output voltage (V) drops as a result of internal generator resistance. The current through the load is: ‘load = (a . I is th e generator output current in amperes RCA is the average internal resistance of the thermoelectric couple in ohms the load resistance in ohms The total heat input to the couple (Sq) is: Sq The . L) – (0. 5. 12 . + (KC .CAT) Sq is the heat input in watts Kc is the thermal conductance of the couple in watts/K couple in K 2. 6 Module Selection The is the hot side of the The selection of the appropriate module for power generation with required voltage and current output was done on the basis of literature survey and was found that bismuth telluride module best suited to our condition because of its high efficiency and high operating temperature. Bismuth Telluride module was used because of its easy availability, low cost and low operating temperature range with a considerable efficiency.Material used for fabricating the outer frame is Cast Iron of 5 mm thickness, Cast Iron is used because of its cheap and easy availability. Outer Frame structure made on Solid Works Real time out er frame Full Assembly of the Chamber After the frame was manufactured, it was connected to the main setup as shown low, The setup included the catalytic converter attached to the Marti 800 engine. The inlet to the frame (TAG) is attached to the exit of the catalytic converter and the exit of the frame is to release the final exhaust gas to the atmosphere through a pipe.Here heat energy is converted into electric energy using thermoelectric module and therefore two plates are used in this experimental setup one is hot which is in direct contact with the exhaust gases flowing through the frame on one side and the other side of hot plate modules are placed and the other plate is cold plate which is assembled with cooling chamber as shown below, Hot plate used here is Aluminum of 5 mm thickness, one of which side is connected to frame exposed to exhaust gases directly.The picture below is the hot plate when modules are attached to it with the interface pads in between to increase the t hermal conductivity and to reduce the thermal resistance between the plate and the module. The cold plate which is assembled with cooling chamber is shown below, After connecting all this plates and module the entire frame structure is made to stand connected to the engine as shown above in one of the figure, and below shows he final completed set up with the exhaust pipe connected to the frame.

Looking Glass Self Essay

In the most basic terms the Looking Glass self is your self image which is formed by the views others hold of you. These views the people around you have can have either a positive or negative effect on your self imagine. First we picture how our personality and appearance will come off to others, and then we think about how they will judge our personality and appearance. As people around us pass judgment on who we are this is when our self-concept develops, basically who we think we are and how we feel about ourselves as a whole. These judgments’ can have a powerful effect on ones beliefs and feelings about themselves. I’ve felt and been effected by the beliefs another person has about me. When I was in the 8th grade I thought I was a wonderful student, smart, well behaved. I felt as though my teachers all thought the same way. Then one day my homeroom teacher called me stupid for missing a homework assignment. To be called out in front of the class like that was horrifying. Though that wasn’t the only time an incidence like that occurred. In the 9th grade I struggled with math. I did poorly on tests, I already lacked confidence in the subject and it took one day with a substitute teacher to shatter it completely. I will never forget the words she said to me â€Å"Why can’t you finish the test? Are you stupid? † As child of any age, those words are damaging to the way you feel about yourself, and the way you think others perceive you. â€Å"Tell a child he’s stupid enough times and eventually he’ll start believing you, claims Benj Vardigan, with the Behavioral Institute. When a child makes mistakes or doesn’t understand a concept, his knee-jerk reaction may be to conclude that he’s stupid. Take that one step further and watch a child stop trying to understand or stop trying to learn a concept because he automatically assumes he can’t figure it out. † (Hatter) In A Class Divided on of the first examples of looking glass self that I picked up on was when the children came back in from recess after fighting. Mrs. Elliot asks â€Å"What’s wrong with being called brown eyes? † and a little  boy, Roy, says â€Å"It means we’re stupider and – well, not that†¦Ã¢â‚¬  It’s immediate how the effect of this experiment took hold. These children took to heart what their teacher, Mrs. Elliot had said, that brown eyed children are less than blue eyed children, they aren’t as smart or as well behaved. In the first day of the lesson the effects on their peers perception of them had caused so much turmoil that it caused one child to hit another, clearly the negative aspect of looking glass. In the Teaching Adults section, Mrs. Elliott describes how she gave tests before during and after the lesson on discrimination. Telling the audience that the student test scores raise on the day they are on top, scores drop when they are on the bottom and after the experiment the children’s testing scores maintain a higher level. She attributed this to the children discovering how good they are. I believe instilling a positive self-imagine in a child is one of the most important things a parent, or teacher can do. â€Å"Whether self-concept is positive or negative can influence important areas of a child’s development and achievement. Educators have recognized that there is a link between self-concept and performance in school. Students with a strong self-concept tend to have good grades and take an active role in school. They are able to accept challenges and enjoy new learning experiences. Students with a negative self-concept tend to have both attitude and behavior problems. They may be unwilling to try new things, because they believe they will fail anyway, or they may not work up to their potential. Some educators feel that a positive self-concept is so important that children need to be taught to like themselves before they are taught academic skills such as reading, writing, and mathematics. † (Myers-Walls and Hinkley)

Personal Experience of Marketing Management in the 21st Century and Term Paper

Personal Experience of Marketing Management in the 21st Century and Emerging Issues - Term Paper Example Internet marketing is the future of marketing. The challenges that this field can face in the future will mainly be related to the quality of content involved in the promotion. However, challenges which do occur in relation to internet marketing will cause difficulties for both consumers and companies. One example of this is connection speed. The speed that consumers can access the internet, and as a consequence web based content varies significantly. If a consumer has low bandwidth, or for other reasons is unable to access the internet at a fast rate, this can affect the use of animate movies, such as flash animations, as well as graphics that are very large or detailed as methods of advertising. The amount of consumers that suffer from slow internet is rapidly decreasing, with dial-up and slow connections being replaced with cable internet and high speed broadband. Another problem with the use of internet marketing is that there is often no method for consumers to try a product bef ore they decide to buy it. Some exceptions to this would be services that offer a full refund if the customer is not happy, or that offer a trial period. For other situations, such as purchases from online stores, consumers get around the problem of not being able to test a product by getting familiar with it at physical stores, testing it there if required, before buying it online. This however is only possible for products that are accessible from a physical store, and consumers that are able to go to the stores. It is important that promotion and marketing strategies are effective and that they can reach out to the maximum number of people. Good quality of content can make sure that people get interested in the product or service. The emerging issues that internet marketing professionals face are mentioned as follows: Commodity (Product) – It is important that products and services sold over the internet are of good quality and that they are able to compete successfully wi th physical stores as well as other online ventures. Price – Monitoring prices and being aware of where they stand in relation to prices of competitors is an important factor in internet marketing. The costs in relation to hosting products and services on the internet and advertising them are low compared to that of a physical store. As a consequence price of online goods and services is generally lower than that of physical goods and services. However, this is not always the case, especially with cost of shipping involved in many internet purchases. Promotion – There are a large range of tools available to help a company or an individual promote both their site in general as well as their products and services. Such tools include search engine optimization (SEO), which involves manipulating particular components of the site, such as use of specific words in order to make it appear early in search engine listings, the use of advertising such as banner ads on other webs ites, and communication with consumers and marketing through email. Other tools include affiliating with other websites, using social media such as Facebook and Twitter for marketing as well as using forums and blogging as means of more effectively engaging the consumer. Point of sale – The point of sale is the physical location where the sale occurs. For a store that operates electronically this is the website, or for a store this is the physical l

IT - Project Summary Essay Example | Topics and Well Written Essays - 1500 words

IT - Project Summary - Essay Example The mission state to define the future of mobile media and computing devices with iPad The expected result of this project is approximately 60% decrease in the time taken by the employees to complete a business transaction and also complete elimination of the inconveniences that are brought about by human error. In addition the transport cost that the company incurs annually will be halved. The proposed technology has substantial intellectual merit for a number of reasons: the resources wasted by the employees in performing a business task using the current information technology are saved and used to expand the business; the work environment that the employees will have will be favorable and at the same time the company will have the opportunity of outdoing the competitors in the market. This will eventually translate to the company’s profit. The tablet computing project is going to have wide implication on the company and the industry for many reasons: there will be a good f low of information between different departments and different branches. It will entail cloud computing where all the operation done in the business and data storage are based in the internet. The key tool that is used to achieve this is by use of iPads from the leading technologist Apple. The mission state to define the future of mobile media and computing devices with iPad The expected result of this project is approximately 60% decrease in the time taken by the employees to complete a business transaction and also complete elimination of the inconveniences that are brought about by human error. In addition the transport cost that the company incurs annually will be halved. The proposed technology has substantial intellectual merit for a number of reasons: the resources wasted by the employees in performing a business task using the current information technology are saved and used to expand the business; the work environment that the employees will have will be favorable and at t he same time the company will have the opportunity of outdoing the competitors in the market. This will eventually translate to the company’s profit. The tablet computing project is going to have wide implication on the company and the industry for many reasons: there will be a good flow of information between different departments and different branches. It will entail cloud computing where all the operation done in the business and data storage are based in the internet. The outcome of this project will enable the company to digitalize all the business operation and the security of information is enhanced because this technology provides the best information confidentiality, authenticity, accuracy and availability. The idea of any businessman or woman having to return to the office every time they needed to send an email or check the shipping status of inventory is preposterous; however not long ago it was reality. In today’s age given tablet computing, which provide s reliability and accuracy to users; companies can stay on the cusp of an ever-growing competitive edge with Tablets. Another benefit for businesses is iWork, an app that allows companies to create and share documents, presentations and spreadsheets. Mission statement they claim to be â€Å"†¦ defining the future of mobile media and computing devices with iPad. It is this futuristic outlook that separated Apple from competitors and launched them into such endeavors as the iPad. Another benefit is the way in which the client will feel towards the business since they can get the service at the convenience of their home. This will boost the corporate image of the company since it will join the few companies that have embraced advanced information technology. Reference Dietz, J. (2009). Project Summary: Evaluation of new and emerging technologies. U.S. project

How to attract women customers and target market in beverage operation Assignment

How to attract women customers and target market in beverage operation - Assignment Example his paper is to explore the aspect of women customers in association with the aforementioned criteria, with close reference to beverage business operations. Detailed examinations of the three determinants of establishing a beverage business operation targeting women customers are hereby discussed. As a point of departure, the location of a beverage site concerning female customers can be approached via a different dimension since the tastes and preferences for females are dissimilar with those of male customers. Consequently, distance, space, proximity to other businesses and reputation of the business itself are among the key considerations in this regard (Jorge and LoÃŒ pe, 64). The place to serve as a location to the beverage operation should consider the customers’ accessibility. The business should therefore located in such a manner that the customers can walk or drive for short distances to access whatever they are in need of as this will facilitate efficiency, avoid too much time consumption on the side of the target market, as well as reduce the costs incurred in travelling all the way to the facility. Thus, this will ensure that the whole exercise will be bearable and cost effective to all (Jorge and LoÃŒ pe, 64). Female customers are by nature adventurous. Thus, any effort to locate a business of this caliber entails an in-depth understanding of the site. For instance, if the customers are to drive to the facility, a parking space and a perfect cool atmosphere for relaxation should be guaranteed (Theodore, 32). The beverage supplying business should as well ensure that the location is an isolated picturesque but rather a place in which other products are retailing because women customer are a sort of people who cannot move from one place to another to look for a single product at a time. They always prefer a one-stop shop, thus the need to be in proximate distance from other preferable women goodies, is something inevitable for any entrepreneur who

Letter to Viktor Frankl Based On Novel A Man's Search for Meaning Essay

Letter to Viktor Frankl Based On Novel A Man's Search for Meaning - Essay Example I feel moved to write you because of the revelations you have given regarding the Jewish suffering in Vienna among other parts of the globe. You have also used the book to help your readers adopt new perspectives and techniques for finding new meaning in life more so if they relate to your predicaments. One of the occurrences that catch my attention is the decision to remain in Austria rather than leave for America in 1941. I agree with your decision to stay despite the imminent sabotages from the Nazis. The movement was apparent danger to your life and the mentally ill patients whom you saved by opposing euthanasia and giving false diagnoses. However, what impressed me most is the unconditional love for your old parents. I suppose you were the only source of security and deserting them could have led to their deaths (Frankl, 2006). Heavens returned the favor, and you got married to Tilly Grosser in the same year. In addition, allow me to address three principal aspects that surprised and impressed me in equal measure as I read your life changing accounts. Three Major Aspects from Your Book Your determination to survive during the Nazi reign was impressive. Who would have resolved to remain in Austria after their private practice had been terminated? Having a Jewish designation and the consistent extermination of your patients might have cause you unimaginable suffering.

Lev Shestov and Democratization of Thought Essay

Lev Shestov and Democratization of Thought - Essay Example Shestov displays a great amount of variety in his work and also borrows from the philosophy of the east in order to challenge the views that are established and belong to great thinkers. Through such a move, Shestov achieves a revolutionary approach that serves to challenge the existing order of things as they are in the society and in the universe. The complexities of such viewpoints are expressed in several works that he wrote. This paper shall seek to analyze an excerpt from the essay, â€Å"The Force of Argument†, which seeks to establish a dialogue between himself and the German philosopher, Arthur Schopenhauer, whose views Shestov was not in agreement with at all (Shestov 97). Using several points of view from different schools of thought, Shestov is able to provide a refutation of the argument that Schopenhauer presents and is also able to give his own argument a place in a continuity of history by anticipating its own modification by a later theorist, in the same way, that he was modifying the theories of Arthur Schopenhauer. Shestov criticizes the assumptions that Schopenhauer takes for granted while formulating his analyses of the condition of man. The distinction between the individual man and the collective is clearly laid out by Schopenhauer in his philosophy. The beginning and the end of man is taken as a given that cannot be refuted is also a basis for any future argument that Schopenhauer makes; which is to say, that it forms the bedrock of his later discourses. Shestov’s challenge is aimed at a challenge of the very basic assumptions that are taken for granted by philosophers like Schopenhauer. The excerpt from â€Å"The Force of Argument† makes it clear that the immortality of the soul can be defined in many ways. A man who is dead is considered to be dead as an individual merely because of the demise of the earthly identity of his body. Shestov does not consider this to be a legitimate ending; neither does he think that t his constitutes a definite ending to a person’s existence. Casting off the body that we see on this planet and the identity that is assumed on the earth, the soul may move to another planet and assume another identity clothing it with another covering. This may lead one to think that the ending of a person is not an ending but a continuation of the existence of a soul that was always present. The immortality of the soul is taken as a reference point even in this argument that Shestov provides as a refutation of an argument that he feels gives excessive importance to reference points, given by Schopenhauer. The absence of reference points and the immortality of the soul are aspects also of Christianity. However, the soul assuming new bodies in different planets after the death of one body is a definite influence of eastern philosophy, especially Hinduism, which believes in the transmigration of souls from one body to the other following death. It is a Eurocentric view that Sch openhauer takes when he expounds his philosophy; it is this narrow view that is sought to be altered when Shestov offers his refutation of the arguments that are provided by Schopenhauer.

Conflict within an Organization Essay Example | Topics and Well Written Essays - 2500 words

Conflict within an Organization - Essay Example Inside and outside stakeholders, such as employees, management, and shareholders, however, competes over their share of the rewards and resources that the organization generates. To grow, change, and survive, an organization must manage both cooperation and competition among stakeholders (Gasparino & Raghavan, 2001; March, 1962). Organizational conflict is the clash that occurs when the goal-directed behavior of one group blocks or thwarts the goals of another. Conflict can be beneficial because it can overcome organizational inertia and lead to organizational learning and change (Coser, 1956; Robbins, 1974). When conflict within an organization or conflict between an organization and elements in its environment arises, the organization and its managers must reevaluate their view of the world. Conflict between different managers or between different stakeholder groups can improve decision-making and organizational learning by revealing new ways of looking at a problem or the false or erroneous assumptions that distort decision-making. For example, conflict at AT&T between the board of directors and top managers about the slow pace at which top managers were restructuring the company caused a radical change in managerial attitudes (Hymowitz, 2001; Bernstein et al, 2000). A new top-management team was appointed to increase the pace of change and to overcome AT&T's conservative approach. Similarly, conflict between divisional managers at IBM resulted in a major change in organizational focus, from a purely mainframe focus to a more consulting-oriented focus (Nugent, 2002). Beyond a certain point, however, conflict stops being a force for good and becomes a cause of organizational decline. Innovation is, of course, more or less impossible in such a setting. An organization in trouble spends a lot of time making decisions-time that it cannot afford because it needs to adapt quickly to turn itself around. Thus, although some conflict can jolt an organization out of inertia, too much conflict can cause organizational inertia: As different groups fight for their own positions and interests, they fail to arrive at consensus, and the organization drifts along; failure to change makes the organization go from bad to worse (Amason, 1996). At first, many organization theorists regarded conflict as wholly dysfunctional because it was believed to be the antithesis of cooperation. It was generally interpreted as a sign of a defective or an incomplete social structure. Therefore, early conflict theorists proposed that the appropriate response was the creation of structural mechanisms for dealing with issues that generate conflict. Committees, task forces, liaison roles, and many other forms of coordination were recommended for this purpose (Galbraith, 1977). The second phase of theorizing about organizational conflict developed around American organization theorist Louis Pondy's observation that, although conflict may be unpleasant, it is an inevitable part of organizing (1967). In Pondy's view conflict may still be regarded as dysfunctional, however, as a natural condition, conflict is unavoidable and should be accepted. This phase of study led to theoretical interest in the sources of conflict, and a search for understanding of its fundamental conditions. The natural view of conflict helped managers confront conflicts they could not alter

Management of depression for David Essay Example | Topics and Well Written Essays - 1750 words

Management of depression for David - Essay Example Further it will help him undertake measures to help in rehabilitating his father who is an alcoholic so that he can reform and shun his drinking habits. (Veronica, 2001) The purpose of the appraisal is to help David understand that his predicament can be over and he can be able to get through the tough times he is undergoing. It will also assist David in appreciating himself, accepting his current situations hence taking appropriate measurer to help solve them, assist him in understanding that sharing his problems with others is a healthy more which he should adopt by sharing his worries with some one he can trust, balance work and recreation, avoid reliance on things such as drugs and alcohol, accept his duties of care giving and parenting alone and help him manage his time effectively. Gough, N. (1992) Defines Enquiry based learning as a learner-centered approach that puts more emphasizes on higher order thinking skills. This occurs in several ways which assist the students to gain academic independence when it comes to self study. Some of them are problem solving, discovery methods, critical and creative activities e.t.c. all these takes place in the entire community including the classroom level. The learners are expected to arrive at solid conclusions regarding the self processed data on the question under discussion since the study is entirely self-centered. This is usually done in groups. For example, a group of fifteen students can gang up to discuss very practical oriented scenarios for instance they can discuss ways to help intellectually challenged students who are there in the society, they can also take a case of wife beating research on it and arrive at possible solution to the said vice, they can also take an individual in their midst research on drug abuse and arrive at comprehensive findings e.t.c. In our case we shall organize the fifteen of us(students) hold a small meeting whereby we will table the whole scenario of David so that it can be discussed amongst ourselves through personal research and own contributions. This will be a full research incorporating the collection of all the best research materials interpreting them and finally coming up with quality researched work. Our learning issues will basically dwell on the issues affecting the troubled David as to our scenario. Every member of our group is supposed to investigate matters in the scenario by fully researching on it after which we shall hold another discussion session and compare our researched work and later combine it for reliable results. To get the required resources Students will visit well stocked libraries which offer all sorts of learning books, journals, magazines, internet facilities among others. Enquiry based learning process is used to help the learners in developing relevant skills on how to successfully handle issues in their future, it helps them assess various scenarios, research on them thereby by acquiring vast knowledge to tackle such matters which counts greatly in their overall cognitive development. In the above case the process will help us to go through the clinical and theoretical measures on how to

The Importance of Social Policy Essay Example | Topics and Well Written Essays - 5750 words

The Importance of Social Policy - Essay Example Blakemore and Griggs (2007) offer two types of definitions with respect to social policy. One of the definitions given in relation to this concept suggests that social policy is an academic subject in the field of research and study. Social policy is likewise defined as the different sets of policies promulgated in order to have an impact on the ‘real world’ (Blakemore & Griggs, 2007). It is in this regard that the governments, businesses and voluntary organisations tend to promulgate policies that have a significant effect on the families and individuals. In order to understand the concept of social policies, Blakemore and Griggs (2007) deem it of paramount importance to define policies. The other definition given to the term social policy, on the other hand, shows that the principles thereof serve as the guiding ideas that influence the policies promulgated with respect to social welfare, education, health services, etc. The principles that are usually embedded onto the discussion of social policy are as follows: (1) equality, (2) equity, (3) need, (4) freedom and (5) rights (Blakemore & Griggs, 2007). To ensure a better understanding of these principles and the concept of social policy, the researcher deems it of paramount importance to discuss these in relation to what Blakemore & Griggs (2007) have written in relation to the need to take the said principles into consideration. Equality, Equity and Justice. The principle of equality, equity and justice plays an important role in the development of social policies. According to Blakemore and Griggs (2007), social policies have often been perceived as the necessary tools and mechanisms by which a fairer society is created by ensuring the equalization of benefits coming from health, education and other similar services. Needs. Aside from equality, equity and justice, needs are also important principles that must be considered in the development of social policies (Blakemore & Griggs, 2007). In developing the appropriate social policy, Blakemore and Griggs (2007) mention that it is important to ascertain the needs of the people to whom the former is addressed. In addition, to ensure that the goals of social policy are properly met, it is likewise necessary that the policy makers be able to determine which between two groups have greater needs (Blakemore & Griggs, 2007). Freedom and Rights. Finally, Blakemore a nd Griggs (2007) also consider freedom and rights as among the guiding principles of social policy. Verily, these two authors argue that the development of social policies must give paramount consideration to the lives, rights and freedom of the people. Without consideration for these, there is a tendency for the social policy to fail in terms of meeting its goals (Blakemore & Griggs, 2007). Hill, M.J. 2003. Understanding social policy. Wiley-Blackwell, UK. Hill (2003) adopts a previous definition of

Kant Moral Law Theory Essay Example for Free

Kant Moral Law Theory Essay â€Å"Two things fill the mind with ever new and increasing admiration and awe the oftener and more steadily we reflect on them: the starry heavens above me and the moral law within me.† – Kant (1788), pp, 193, 259 Immanuel Kant introduced and initiated his ‘moral law theory’ in the late 18th century. The doctrine in question sought to establish and constitute a supreme or absolute principle of morality. Kant disputes the existence of an ‘ethical system’, whereby moral obligations are obligations of ‘purpose’ or ‘reason’. The accuracy of actions [i.e. the rightness or wrongness of an individual deed] is determined by its configuration and conformity with regard to ‘moral law’. Evidently, according to Kant, an immoral transaction is invariably contemplated as an illogical or unreasonable occurrence or action. The supreme moral principle is a consistent working criterion that proves to be practically helpful and theoretically enlightening when used by rational agents as a guide for making personal choices (Kant VI). A supreme guiding moral principle must carry with it an absolute necessity and be done out of duty to the moral law in order to be free from corruption. Kant believed in a fair and impartial law. He accredited and affirmed the presence of an objective moral law that we, as humans, were/are able to identify with through the process of reasoning. Kant argued that we are able to recognise and distinguish moral law, without making reference to the possible consequence or outcome. Immanuel Kant declared a differentiation between statements [i.e. posteriori and priori] that he believed to coincide with moral law. A posteriori statement is one that is based on experience of the material world. In opposition, a priori statement requires no such knowledge; it is known independent of the phenomenal world. Furthermore, Kant continued to make additional distinctions with regard to analytic and synthetic statements. An analytic statement, he claims, is one that by its very nature is necessarily true, as the predicate is included within the definition of the subject. Example: – [â€Å"all squares have four sides†]. The previous statement is of an analytic nature, as the predicate, i.e. the square having four sides, is implicit and is part of the definition of the subject – [â€Å"square†]. An analytic statement is necessarily true – true by its own authority, and is purely explicative, as it tells us nothing new about the subject. In contrast, a synthetic statement is one in which the predicate is not included in the definition of the subject, and thus is not necessarily true. A synthetic statement also tells us something new about the subject. Prior to Kant, it was widely accepted that there were only two types of statement: a priori analytic and a posteriori synthetic. Kant accepted these two statements although believed there to be a third: a priori synthetic statement. These are statements that are known independent of experience that may or may not be true. Kant claimed that these priori synthetic principles are inherent within us and therefore subsequently form the basis of all moral decision making. Kant’s theory is based on and is primarily concerned with the aspect of ‘duty’. Kant believed and promoted the notion that to act morally is one’s ‘duty’, and one’s ‘duty’ is to act and proceed in accordance to the principles of moral law. Due to this, Kant’s theory is categorised and distinguished as a ‘deontological argument’. A deontological theory is one that maintains the moral rightness or wrongness of an action and depends on its fundamental qualities, and is independent of the nature of its consequence – â€Å"Duty for duty’s sake†. This perspective can be viewed in contrast to the beliefs and ‘rules’ associated and belonging to teleological arguments, i.e. utilitarianism. Immanuel Kant argued that moral requirements are based on a standard of rationality he dubbed the â€Å"Categorical Imperative. The categorical imperative has derived from the initial belief and notion that humans base their moral judgment on pure reason alone. This view can be viewed in contrast to a ‘morality theory’, which assumed/s that human’s actions are guided by emotions or desires. Example: When deciding what I ought to say to a friend who is distraught. Rationale would dictate that I give sensible advice, whereas my emotions may impulsively tell me to give comfort and sympathy. The categorical imperative declares and differentiates between obligatory and forbidden actions, and places further emphasis on the notion of ‘duty’. This statement can be strengthened through the following quotation – [â€Å"All in imperatives command either hypothetically or categorically†¦ If the action would be good simply as a means to something else, then the imperative is hypothetical; but if the action is represented as a good in itself†¦ then the imperative is categorical.†]. Example: If someone tells me that they will buy me dinner if I give them a lift into town, then this is a conditional action and would fall into the hypothetical imperative category. Conversely, if I think that I should give my friend a lift into town with no other agenda (i.e. she will not buy me dinner because of it), then this is a categorical imperative because it is independent of my interest and could apply to other people as well as myself. There are three principles of the categorical imperative: * Universal law; * Treat humans as ends in themselves; * Act as if you live in a kingdom of ends. 1. The categorical imperative is [â€Å"Do not act on any principle that cannot be universalised†]. In other words, moral laws must be applied in all situations and all rational beings universally, without exception. 2. [â€Å"Act that you treat humanity, both in your own person and in the person of every other human being, never merely as a means, but always at the time as an end.†] – The previous statement declares that we must never treat people as means to an end. You can never use human beings for another purpose, to exploit or enslave them. Humans are rational and the highest point of creation, and so demand unique treatment. 3. The quotation [â€Å"So act as if you were through your maxim a law-making member of a Kingdom of ends†] states Kant’s belief in the fact that humans should behave as though every other individual was an ‘end’. In conclusion, it is arguable that the categorical imperative possesses a sense of authority with regard to what actions are permitted and forbidden under Kant’s moral law theory.

Effectiveness of Loyalty Schemes for Supermarkets

Effectiveness of Loyalty Schemes for Supermarkets Chapter 1 Introduction It is necessary for organisations to carry out market research before they can come up with a good quality marketing strategy no matter how big or small the company is. Market research is when an organisation studies their customers buying habits and gathers information about the market. The information they find is then analysed to determine the expectations of customers. Market research is necessary because organisations should aim to be marketing orientated and meet the wants and needs of their customers. As well as meeting the wants and needs of customers marketing orientated companies welcome change. This means they can react to external factors and changes in the market like changes in consumer spending patterns. It is a lot easier for an organisation to put together a good marketing strategy if they are marketing orientated and have carried out the appropriate market research to identify the wants and needs of their target market. It is essential for an organisation to satisfy its customers. Meeting customer needs will improve the organisations reputation amongst its customers which will result in a higher profit and could make potentially make customers loyal to the brand. In 1995 Tesco introduced their Clubcard. This was the first customer loyalty card introduced in the UK and there are now 13 million Clubcard members. (MIS Quarterly Executive Vol.8 No.2/June 2009, Leveraging Multichannel retailing: the experience of Tesco.com) Loyalty programs are not just used by companies to offer benefits to regular shoppers and reward customers for their loyalty. Every time a customer uses their loyalty card in store organisations record what products that customer has purchased to find out their specific wants and needs. If the research shows that a product is more popular with customers in a certain area then an organisation could introduce offers to meet customer needs. Therefore loyalty programs are used as a form of market research. The majority of major retailers in the UK now offer loyalty programs. Therefore the purpose of this research is to examine the benefits and drawbacks of these programs to both organisations and customers to see weather actual loyalty can be obtained through one of these programs. There must be major benefits of Loyalty programs otherwise they would not be so popular. However not every organisation like Asda does offer a loyalty program so the purpose of this research is to determine whether they are worth investing in. If the majority of customers who shop in an organisations store own loyalty cards is the company able to process all of the information they have gathered. A loyalty card will also only show the retailer what a customer spends in their specific store and not their general buying habits. A customer may buy their weekly shopping in Tesco and use their Clubcard yet may buy meat from another supermarket or from a local butcher. If Tesco knew this they could introduce offers to encourage customers to buy meat in their store. The Clubcard however would not provide Tesco with this information. Despite this Tesco could use their Clubcard to identify changes in consumer buying patterns. A customer can however own as many loyalty cards as they want which means they can supply information to many different organisations. When customers sign up to a loyalty program they have to provide name, address, age group and often email address allowing the organisation to contact them regularly with offers. With this information the organisation offering the scheme can understand what kind of person is buying certain products. This helps them segment the market and identify the target market for any product. This research is important and of value because organisations will benefit from it if they are considering investing in a loyalty scheme. This research will also help companies understand the advantages and disadvantages of loyalty programs and identify ways they can make the most of the large amounts of data they gather from customers. This research will also be off interest to customers who have signed up to loyalty programs and people involved in business. There are many aims and objectives of this research. The first aim is to understand what loyalty actually is and the importance of loyal customers. Is it actually possible for an organisation to obtain loyalty with a customer? If so can this be achieved through one of these programmes? Also is it possible to measure just how loyal customers are? The second aim is to study the history of loyalty cards and programs and find out which organisations along with Tesco where first to introduce loyalty cards and gain an understanding of how rapidly the trend has grown since both in the UK and internationally. This information will help organisations understand how loyalty cards became so popular with retailers. The third aim of this research is to find examples of how the information gathered from customers using their loyalty card in store has benefited organisations when they determine their marketing strategy. This research will determine whether it is possible for a retailer to process all the information provided by loyalty programs considering how popular they are with customers. Is there any reason why a major retailer like Asda does not offer a loyalty program when a lot of its direct competitors do? This study will also help identify how organisations can benefit from loyalty kiosks. The fourth aim of this research to understand whether loyalty programs really benefit customers or whether its just organisations that get the main benefits. In a lot of cases customers have to spend a lot of money in the retailers store to gain loyalty points and money off products. Despite this organisations can use loyalty programs to determine which products are popular with customers and introduce offers. Therefore being part of a loyalty program could benefit the customer without them really realising it. This study will also help identify how customers can benefit from loyalty kiosks. The final aim is to investigate the different types of loyalty programmes organisations offer and the advantages and disadvantages of the various programmes. This information will hopefully help organisations determine which type of loyalty scheme is most appropriate for them to invest in. All the aims of this project will be achieved by gathering information obtained through secondary research. A large proportion of this research will be gathered from the academic journals. Research will also be gathered from relevant information found in books, articles, newspaper reports and case studies. Previous literature will be reviewed and critically analysed. After this the research methods will be described and results of this research will be discussed, analysed and related back to relevant theory shown in the literature review. The study will then be concluded showing any limitations. The main lessons learnt from this study will be described showing what future research should be conducted. Chapter 2 Literature Review What is loyalty? Can it be purchased? The word loyal is defined in the oxford English dictionary as being â€Å"true to obligations of duty and love† although it is hard to imagine the average consumer feels this way about the supermarket where they buy their groceries. (Uncles, Dowling and Hammond 2003) argue that it is not possible for a consumer to have an emotional attachment towards a brand of tomato soup. Even if customers are not loyal many retailers may have their personal information stored in their computer database. (Rowley 2000) understands that it is very difficult for supermarket to encourage actual loyalty and claims that â€Å"the very technology that supports innovations such as loyalty cards may serve to undermine the concept of loyalty.† Many people believe that true loyalty is not actually attainable through loyalty programs and that the main purpose of these programs is to provide management with information. (Jenkinson 1995) strongly believes this and claims that: â€Å"The customers loyalty is simply not for sale. It cannot be bought for ever by companys ordeals. Real brand loyalty results from an emotional bond created by trust, dialogue, frequency, ease of use and a sense of value and added satisfaction. Loyalty is the reflection of a customers subconscious emotional and psychological need to find a constant source of value, satisfaction and identity.† (Jenkinson 1995) does make a valid point but it is still possible to obtain loyalty through loyalty programs its just not very easy. (Stone et al 2004) believe that customers are unlucky to become loyal to an organisation just from being part of one of these schemes. However they understand that a scheme could produce information that could help an organisation find ways to offer suitable rewards to meet the needs of customers which is likely to lead to loyalty amongst customers. (OBrien and Jones 1995) extend this theory and understand that the only way an organisation can obtain loyalty through a loyalty programme is if the organisation offers rewards that are of value to the customer. They claim there are 5 elements that determine value. (see appendix) Even though loyalty can be obtained through loyalty programmes it is necessary that every employee at the organisation is fully committed to the program. Therefore as well as any initial financial investment there also needs to be an investment in staff training when an organisation introduces a loyalty card. (Omar 1999) understands this and believes that a loyalty program will not be successful unless everyone within the organisation is committed. This includes the cashier who simply smiles and asks a customer if they own a loyalty card. (OConner 1996) shares this opinion and understands that customers will come back to a store and become loyal customers if employees are friendly. As well as being fully committed to their loyalty program organizations need to be sure that customers are not just signing up to their loyalty program just for the sake of it. (Omar 1999) understands that some customers may sign up to a loyalty scheme just to get the discounts and may not be actually loyal to the organisation. It is important that Organisations are aware of this when starting up a loyalty program. Even though (OBrien and Jones 1995) have already shown that an organisation can obtain loyalty through a loyalty programme if they offer rewards that are of value to the customer there are also many other factors that can affect how loyal customers are. (Wright and Sparks 1999) have identified that it is possible to achieve customer loyalty through a number of means. This includes where the store is located and how easy it is to access. Also the loyalty of customers very much depends on the quality and price of the goods being sold. (Bellizi and Bristol 2004) understand that a consumer that is part of a lot of loyalty schemes is more likely to be affected by other factors and judge a supermarket on the speed of its checkout lines and its variety of fresh produce. (Gounaris and Stathakopoulos 2004) extend this theory and suggest that customer loyalty is something that can be influenced by a combination of 3 factors. These are the reputation of the brand and the amount of choice available in the market, social influences and recommendations from peers and the degree of risk aversion from the consumer themselves. According to them these influences can create four types of loyalty: No loyalty Covetous loyalty: This is when a consumer has a strong attachment to a brand possible due to social influences yet there is no purchase. Many customers may be interested in premium brand products but choose to buy a less expensive alternative to save money. Inertia loyalty: This is when a customer purchases a certain brand due to habit or convenience but has no emotional attachment to the brand itself. A customer may choose one supermarket over another simply because it is closer. Premium loyalty: This is what every organisation should aim for. It is when a customer regularly buys a companys products due to a high attachment to the brand. However customer loyalty is obtained it is important not to under estimate the value of having loyalty customers. Every organisation should be aiming to encourage loyalty. (Omar 1999) understands the importance of customer loyalty and points out that a store is likely to be unsuccessful without loyal customers because they are likely to buy more products and will be willing to pay more. They are also more likely to recommend the organisation to friends and family which will bring in new customers. Organisations usually have to spend a lot of money on promotions to try and attract new customers to a business. It costs a less money for an organisation to obtain customers then it does to attract new ones. Also once customers are loyal to an organization they are less likely to be interested in the promotions other companies are offering. (Christopher and McDonald 1995) therefore understand that by retaining customers an organization could stop new companies from wanting to enter the market. (Halowell 1996) has also found evidence to show that there is a definite connection between the loyalty of customers and the amount of profit an organisation makes. (Oliver 1997) correctly sums up customer loyalty by defining it as. â€Å"A deeply held commitment to re buy or re patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing despite situational influences and marketing efforts having the potential to cause switching behaviour.† (Whyte 2004) suggests that loyalty programmers may just create customer loyalty for short amount of time that may not result in full commitment. This however isnt true because there are major differences between loyalty schemes and incentive schemes. (Hirshman and Goldstucker 1978) understand that loyalty programs are more long term and can help an organisation improve its reputation amongst customers and establish a relationship. This is definitely true as general incentive schemes are likely to be short term promotions or offers to make customers interested in a specific product or just to draw their attention to the brand. Loyalty programmes are therefore a lot more expensive to run then simple incentive schemes but a lot more beneficial at the same time. Loyalty schemes can even help organisations come up with appropriate short term offers and promotions which can be directly issued to the target market. (OConner 1996) has identified that incentive schemes are usually a final resort for organisations if their loyalty scheme fails. Even though (OBrien and Jones 1995) have already shown that an organisation can obtain loyalty through a loyalty programme if they offer rewards that are of value to the customer it is still very difficult for an organization to measure how loyal its customers are. (Omar 1999) identifies that Store loyalty is a function of customer satisfaction. This is definitely true as satisfied customers are more likely to keep coming back to the store and become loyal customers. However (Omar 1999) goes on to suggest that a number of variables can be used to determine how loyal a retailers customers are. (See appendix) The variables listed above could definitely be used to measure the satisfaction of customers. Despite this customers may appear to be satisfied and still decide to shop somewhere else if they are attracted by promotion. Therefore it is very difficult for an organisation to measure actual levels of loyalty. The History of Loyalty programs and Loyalty cards Organisations have been aiming to encourage customer loyalty for a long time and the introduction of loyalty cards has definitely helped them achieve this goal. Loyalty cards are now very popular both in the UK and internationally. (Sharp and Sharp 1997) have identified that since loyalty cards have been introduced, they have been used effectively by organisations to increase levels of satisfaction amongst customers. Further research will be conducted to show examples of this. Today the majority of retailers now offer loyalty schemes. (Rowley 2007) is aware of the popularity of Loyalty schemes and identified that they are now â€Å"an established feature of the retail and services landscape.† (Uncles, Dowling and Hammond 2003) suggested that competitors are likely to copy a loyalty scheme if it appears to be successful. This seems fairly understandable as organisations are often influenced by the activities of the competition. OMalley (1998) realises that there is a chance customers may begin to expect a reward every time they visit a store as loyalty cards have led to them being bombarded with promotions and money off vouchers for products they regularly buy. The above literature suggests that the introduction of loyalty cards is the only reason for organisations being so obsessed with obtaining the loyalty of customers. It is obviously a major factor but (Omar 1999) has identified that loyalty schemes have been growing in popularity for a lot longer than this and suggests that â€Å"such a remarkable shift to loyalty-building activity has been made possible because the cost of recruiting each consumer into a loyalty scheme has fallen substantially in real terms since the early 1970s.† (Omar 1999) also believes that the popularity of loyalty schemes may lead to their downfall by understanding that the majority of loyalty schemes are now run in pretty much the same way. He is therefore able to identify that the differentiation these schemes provided when they first became popular is slowly being lost. This could well be the reason why Asda have chosen not to invest in loyalty scheme even though the majority of their direct competitors have. (Omar 1999) even suggests that: â€Å"loyalty cards could start a more sophisticated round of mark-down wars which held the high street stores to ransom in the late 1980s and early 1990s.† However this seems unlikely. How loyalty programs benefit the organisation: (Walters and Hanrahan 2000) have been able to identify the numerous benefits for organisations that use loyalty programmes to store the purchasing details of their customers. Loyalty schemes can help an organisation decide where it places its products and how they allocate their space in store. They can also use the information they have stored in a database to introduce in store promotions and offers on products where they have identified interest from customers. Loyalty programmes can also more importantly help an organisation find out who its target market is. Tesco have had a lot of success since launching their very successful Clubcard scheme. (Uncles, Dowling and Hammond 2003) have identified that Tesco have been able to use their Clubcard to aid brand extension. Tesco have definitely shown that they understand the importance of customer loyalty. (Turner and Wilson 2006) were however able to identify Clubcard is not the only reason for Tescos loyal customers and major market growth. It is necessary for an organisation to know who its target market is and offer rewards to the right customers. (OBrien and Jones 1995) understand that it is important for organisations to consider the value of their customers. If they fail to do this an organisation may waste time and money satisfying the customers of less value whilst the greater value customers are not satisfied and loose loyalty as a result. An article by (Media Week 2009) suggested that loyalty schemes with the most members may not be the most successful ones. The article described how â€Å"todays loyalty efforts are more concerned with the quality of membership and not just the quality.† This makes sense as organisations are aiming to obtain loyalty and therefore dont just want customers to sign up for loyalty schemes just to get the discounts. It is still difficult to understand how a retailer is able to process all the information provided by loyalty cards considering how popular they are with customers. (Uncles, Dowling and Hammond 2003) identify that a popular loyalty scheme is likely to gather a lot of unnecessary data which is of no use to anyone. (Omar 1999) therefore suggests that â€Å"any loyalty scheme must be driven by a database to ensure that it adds a significant new element rather than being simply another promotional activity.† (Omar 1999) makes a very valid point although organisations are still dealing with a very large amount of information.. Loyalty cards have become increasingly popular within the last few years due to advances in technology like the growth in computer memory capacity (OConnor 1996) believes that it is therefore now possible for an organisation to track, identify and respond to the buying behaviour of customers. Also with this information a retailer can contact customers through direct mailing. (Passingham 1996) argues that not all customers who shop in a retailers store will sign up to a loyalty scheme so some of the data that is being stored may be inaccurate. Loyalty schemes also dont provide retailers with information about customer buying habits outside of that specific store. However a large proportion of regularly shoppers are likely to be part of the organisations loyalty scheme so this is unlikely to be a serious concern of organisations as they will still be able to get an overview of the buying habits of specific groups of customers. One of the main reasons that customers may refuse to sign up to a loyalty scheme is because they are worried that the organisation may give out their personal information to third parties. (Sarathy and Robertson 2003) have identified that customers may be concerned about their privacy when it comes to loyalty schemes due to recent corporate mismanagement scandals. However customers will be less likely to worry about this if they are attracted to the rewards being offered by the scheme. The following research by (Schriver 1997) which was carried out just as loyalty cards were becoming popular in the UK. He was able to identify 6 factors that surprisingly made consumers less loyal today than in the past. He also identified that the 6 factors can increase consumer doubt leading to more complaints and a lower level of loyalty as well as greater price sensitivity. How loyalty programs benefit customers (Potter 1998) identifies that customers deserve to be treated well by organisations. This is true as they are unlikely to come back and re visit a store if the experience they received was not a pleasurable one. It is clear that loyalty cards benefit organisations but how much do they benefit customers. (Schultz and Bailey, 2000) believe the rewards that customer receive are simply given to them as compensation for the information they provide. This section proves that this is not entirely correct and that loyalty programs can benefit customers. Despite this (Uncles, Dowling and Hammond 2003) have identified that the main reason organizations invest in loyalty schemes is because they expect the program to benefit them. This is because the main aim of any business is to make a profit and being marketing orientated and meeting the needs of customers is the main way of achieving this aim Rowley (2000) has identified that loyalty style kiosks are becoming an increasingly popular way for organisation to encourage loyalty amongst customers in the USA. She describes how the kiosks themselves are placed at the front of stores and she is able to identify that they offer a lot more benefits then simple promotional leaflets. By offering one of these kiosks organisations are therefore likely to increase the satisfaction of their customers. This is because they are likely to feel valued as they get to choose their rewards instead simply being given a voucher they could potentially discard. Omar (1999) has already identified that loyalty is function of customer satisfaction. Despite customers receiving points every time they use their card in store (Omar 1999) believes that a number of schemes are purely set up to provide retailers with a database so that they can advertise their products directly to customers via emails. This is definitely a valid opinion. Therefore research will be carried out to find examples of how organisations have used their schemes in order to contact target groups of customers directly. If customers dont benefit from an organisations loyalty scheme the business is unlikely to be successful (Dowling and Uncles 1997) point out that this may make customers frustrated resulting in them losing loyalty. Different types of Loyalty Programs: There are many different types of loyalty programmes which can be used by organisations offering a wide variety of products and services. There is no single type of loyalty programme that is guaranteed to be successful. A study from (Wanswink 2003) showed that brand managers believe that all loyalty programmes can have an impact on the buying behaviour of customers. The study also showed that the most cost-effective loyalty programmes were the low and moderate ones. However another study by (Gordan and Mckeage 1997) showed that loyalty programmes are more likely to be successful if the organisation is offering a product or service that the customer considers to be high involvement because of the financial, social and physical risk involved. American express also offer a club yet they charge a fee to join. Although this could prevent customers from joining the loyalty programme (Shiffman and Kanuk 2007) can see a benefit of this by suggesting that â€Å"this increases the customers investment in the relationship which may lead to greater commitment and increased usage loyalty† Some companies reward loyal customers by giving them points so they can gain more goods or services from the organisation. This kind of point system is very popular with hotel chains and airlines. (Shiffman and Kanuk 2007) believe that this could act as an exit barrier because customers would have to give up the points if they started a new relationship. Chapter 3 Methodology Now that the relevant literature has been reviewed further research has been conducted to examine the benefits and drawbacks of loyalty programs to both organisations and customers. The purpose of this research was too help organisations who offer loyalty cards identify ways in which they can make the most of the information they gather whilst benefiting organisations that dont currently offer a scheme by helping them identify if loyalty schemes are beneficial or not. Customers who are part of loyalty programs and people involved in business will also benefit from this research. Several aims and objectives of this research were established before the research was carried out. The first aim was to find out what loyalty actually is and whether actual loyalty can be obtained through a loyalty scheme. After this the history of loyalty cards and loyalty programs were researched to identify how rapidly the trend grew in the UK and internationally. This was followed by research into the benefits of loyalty programs for both organisations and customers and research into the different types of loyalty programs in which customers can sign up for. In the end all research that was conducted was secondary and not primary. This was partly due to insufficient funds as it would cost a lot of money and take a lot of time to arrange interviews with members of the major organisations that were studied. There were also plans to hand out questioners to people in supermarkets although these never went ahead due to ethical reasons. Despite there being some limitations of this study all the information found from the secondary research did relate to the aims and objectives and therefore will be of benefit to the reader. The research process consisted of examining several articles, various figures and company websites in order to achieve the aims and objectives. The majority of this research was taken from journals, newspaper articles and from The Grocer magazine. A number of case studies were also examined during the research process. An article in the Grocer from the 18th April 2008 entitled â€Å"Service with a smile† was examined because it described some of the various ways organisations could encourage loyalty amongst customers. However one of the main purposes of this research was to identify if loyalty can be obtained through loyalty schemes. Are loyalty schemes able to reach large groups of shoppers? Another article in The Grocer from the 6th February 2010 entitled â€Å"retailers need to work harder to increase loyalty card appeal† was examined in order to answer this question. Research was conducted to find out how many loyalty cards are currently in operation in the UK and internationally. This will help gain an understanding of how rapidly loyalty schemes have grown in popularity over the last 15 years. A number of sources where found which featured sections that showed exactly how popular loyalty schemes were on a national and global basis in different years and the relevant figures are shown and analysed in the results section. One of the sources used is an article from (University Of Minnesota 2009) entitled Leveraging Multichannel Retailing: The experience of Tesco.com which describes how Tesco have grown to dominate the UK market. Figures were also taken from a case study in a book by Omar (1999) entitled Retail Marketing. An article from Media Week entitled â€Å"the brave new world of loyalty marketing† featured results from a state by state analysis by the COLLOQUY Loyalty Census which describes the popularity of loyalty cards on a global scale and by how much this has increased since 2007. Several major organisations were researched to find out which loyalty schemes had been successful and the reasons for this. Most major organisations now offer a loyalty program. How do independent retailers encourage loyalty? An article in the Grocer from the 5th February 2010 entitled â€Å"Independent chains seek to win loyalty with card schemes† helped to answer this question. Organisations value the customers loyalty and their purchasing activity data. However a lot of money is spent on loyalty schemes and therefore research was carried to find out whether loyalty schemes are worth investing in. An article from the BBC written on the 17th February 2003 entitled â€Å"The cost of Nectar loyalty† explains why this may not be the case. Dispute this many organisations have benefit from loyalty schemes and Tesco is definitely an example of this. A lot of research was therefore based around Tesco as they currently dominate the UK market. Page 17 of the Walters D, Hanarahan J (2000) book entitled Retail Strategy described some of the major benefits loyalty club members at Tesco receive. The article by the (University of Minnesota 2009) was also examined again because it described why Tesco had been so successful. Page 94 of this article described how Tesco were able to manage customer relations and use their ClubCard to aid direct marketing. Why Asda do not offer a loyalty scheme? The answer to this question can be found in the results section. The answer was taken from an article in the Grocer from the 7th November 2009 entitled â€Å"Why Asda rejected launching its own loyalty card scheme† explains exactly why. However another article in the Grocer from the 20th February 2010 entitled â€Å"Is Asda paying the price for not joining the loyalty club? Suggests reasons why this decision made by Asda may have been a mistake Asda are owned by Wal-Mart which is a major American retailer who currently has the 2nd largest database in the US behind the US government. T

Nderkohe qe shume lidera kopjojne

Nderkohe qe shume lidera kopjojne Nderkohe qe shume lidera kopjojne mjaft ide perteritese, Zell Miller [guvernator i Georgias 1990-1998] pa se nje numer i madh i tyre beheshin realitet [Ai eshte] po aq i vendosur sa edhe krijues. Mungesa e fondeve disponibel kurre nuk duhet qe te jete justifikuese [Sa per te nisur] dy arritjet e tij me te medha, krijimi i nje programi bursash per kolegje te njohura si HOPE, si dhe themelimi i arsimit para shkollor per 4-vjecaret e Georgias Miller bindi votuesit (elektoratin) e Georgias per te mbeshtetur nje llotari shteterore, duke premtuar qe te gjitha te ardhurat e saj do te shkonin per programe specifike arsimi [Tani] nje institucion i dashur i Georgias programi i bursave ka mundesuar pagesen e plote te studimeve per 300,000 studente te universiteteve publike dhe shkollave teknike, [dhe] programi i parashkolloreve eshte me i perhapuri ne praktikat kombetare. Ne qarqet shteterore qeveritare [Miller] njihet per transformimin e burokracise se shtetit ne nje instrument qe mendo n dhe vepron me shume si nje biznes. Ne 1996, Georgia ishte shteti i pare qe filloi te eleminoje Sistemin e Merites, kete grup te vjeteruar rregullash te sherbimit civil qe sberi asgje vecse pengonte pushimin nga puna te punetoreve te keqinj. Miller gjithashtu i detyroi agjensite qe te hynin drejt nje procesi qe ai e quajti riorientim buxheti Tani, agjensite duhet qe te benin 5% zbritje ne buxhetet e tyre te operimit nepermjet se ciles ata mund te vetefinanconin vete ke te deshironin Si nje Demokrat ne nje shtet qe po behet shpejt Republikan, ai tregoi se pragmatizmi eshte me efektiv se sa te qenurit partizan. [Kur] u be e qarte se shumica e Bordit Shkollor te shtetit demokratik nuk mund te punonte efektivisht me manaxherin e zgjedhur te shkolles, nje Republikan, Miller pezulloi perfundimisht bordin dhe emeroi nje republikan si kryetar me autoritetin per te zgjedhur anetaret e bordit te tij Une u perpoqa qe te shoh larg, duke pyetur se cfare do te thote kjo per niperit e mi thote Miller. Christopher Swope A Man with a Million Ideas, Governing 12(2):34 HYRJE Materjali prezantues ilustron nje karakteristike te shoqeruar shpesh me lidership, aftesine per te perfytyruar nje te ardhme dhe mundesine per te bere realitet kete vizion. Guvernatori Zell Miller i Georgias u zgjodh si nje nga shume zyrtaret publike te vitit ne v.1998 nga revista Governing per shkak te menyres se lidershipit te tij inovativ. Ai gjeti dhe solli ide te reja ne shtetin e Georgias dhe ishte ne gjendje qe te frymezonte qeverine dhe aparatin e tij burokratik per te bere te mundur qe keto ide te beheshin realitet. Kjo teme ne te vertete trajton lidershipin. Ai perkufizon dhe pershkruan koncepte te tilla si autoriteti dhe lidershipi, trajton se cfare ndodh kur nje lider shfaq me shume ose me pak lidership sec duhet, si dhe eksploron fuqine e moralit te lidershipit. Kjo teme trajton gjithashtu edhe variacionet e teorive si dhe stilet e lidershipit. Neqoftese liderat kane funksione specifike dhe ata realisht qe kane a ekzistojne te dhena karakteristike lidershipi qe i bejne disa njerez lidera natyrale? Kerkimet e shumta tregojne se aftesi te tilla nuk jane te lindura dhe natyrale. Nga ana tjeter, tema thekson konceptet e lidershipit negociues dhe transformues. Ne te pershkruhen stile te tilla lidershipi si drejtor, motivues, koordinator, katalizator, zedhenes dhe manaxher krizash. Ekzekutivet efektive jane lidera pergjegjes. Ne vazhdim diskutohet nderveprimi i legjislatures me ekzekutivin si dhe trajtohet menyra se si vlera e pergjegjshmerise shperhapet me funksionin e mbiveshtrimit te realizuar nga trupat legjislative. Duke pare temen e vlerave ne administrim, ne vazhdim diskutohen vlerat politike ne marredhenie ne marredhenie me synimet organizative. Ekzistojne konflikte vlerash te trasheguara mes synimeve dhe vlerave politike dhe organizative. Liderat si manaxhere te organizatave perpiqen qe te kalojne konfliktet e vlerave dhe te arrijne konsensusin. Pergjegjesia organizative efektive arrihet me mire kur materjalizohet nga anetaret e organizates. Leximi 1 Cari i Gridlockut qe mbyll kete kapitull, ofron nje rast ne te cilin nje guvernator shteti, Roy Bornes, frymezoi kedo qe ishte perfshire ne Autoritetin Transportues Rajonal te Georgias per te pranuar vizionin e nje teorie per rregullimin e trafikut, smogut dhe te parregullsive. Lidershipi i tij varej pjeserisht nga autoriteti i tij si guvernator i shtetit te Georgias. PERKUFIZIMI I AUTORITETIT DHE LIDERSHIPIT Autoriteti eshte baza ligjore nepermjet se ciles nje lider ka te drejten e perdorimit te pushtetit dhe te burimeve te ndryshme te nje organizate. Lidershipi eshte thjesht ushtrimi i autoritetit per te drejtuar punen e te tjereve. Lidershipi mund te jete formal ose informal. Kur ushtrohet autoriteti, lidershipi konsiston ne te aktivizuarit e njerezve per te bere dicka qe lideri deshiron ne zbatim te synimeve te nje organizate. Metoda sipas se ciles liderat ose manaxheret i vene anetaret e nje agjensie per te bere dicka kolektivisht per arritjen e synimeve te tyre eshte perdorur per te zhvilluar nje tipologji te lidershipit te bazuar tek stili i tij. Shkencetaret politologe John Harrigan dhe David Lawrence p.sh., karakterizojne lidershipin e shefit ekzekutiv, qofshin ata guvernatore shtetesh, ekzekutive krahinash, kryetare bashkish, ose presidente si nje prej kater stileve dalluese: demagoge, perkujdses, sipermarres politikash, dhe luftetar i frustruar. DEMAGOGET Nje demagog perthith mbeshtetje duke i bere thirrje emocioneve dhe paragjykimeve. Shembull aktual do te ishte Guvernatori Pete Wilson i Californise , i cili perdori nje fushate kundra te huajve pa dokumenta per te fituar rizgjedhjet ne v.1994. Demagogjia e tij mbi ceshtjen u transformua ne goditjen ndaj Partise Republikane ne fuqi ne v.1998. CARETAKERS Nje perkujdeses eshte nje lider politikisht konservativ qe e heq vehten si ruajtes i statu-quose. Perkujdesesit jane shpesh qeverises-lejtnante qe behen qeverises, por qe u mungon vizioni ose aftesia per te qene lidera te forte. Nje qeverises i Californise i njohur si perkujdeses ishte George Deukmejian. SIPERMARRESIT POLITIKE Nje sipermarres politikash eshte nje ekzekutiv progresiv, teper aktivist, i cili jo vetem qe propozon programe te reja por qe gjithashtu i financon ato. Kryetari i Bashkise se New-Yorkut Rudy Giuliani eshte nje shembull, ashtu sic ishte edhe Bill Clinton kur sherbeu si guvernator i Arkansas. Ndersa California e pa kete stil te drejtimit nga Earl Warren. FRUSTRATED WARRIORS Nje individ i tille eshte sipermarres politikash i pasuksesshem, qe eshte i paafte per te arritur vizionin e tij dhe perpjekja e te cilit perfundon ne stermundim. Keshtu e karakterizon David Lawrence kohen perfundimtare te Guvernatorit Wilson. Qeveritaret qe perdorin kete stil vazhdimisht drejtojne ekzekutivin, ndersa dega legjislative kontrollohet nga partia opozitare. P.sh., ne mandatin e fundit Bill Clinton ilustroi tipin e Luftetarit te Frustruar ne rolin e liderit presidencial. TIPET E PERSONALITETIT Presidentet, si lidera, jane karakterizuar gjithashtu nga llojet e tyre te personalitetit. Shkencetari politolog James Barber, per shembull, i klasifikon presidentet ne keto kater tipe: Aktive-Pozitive. Te tille jane ata qe deshirojne qe te arrijne rezultatet mbi cdo gje tjeter. Shembuj te tille te mire jane Franklin Roosvelt, Harry Truman, John Kennedy, Gerald Ford, Jimmy Carter, dhe George Bush. Aktive-Negative. Keta kane nje nevoje drejtuese per te marre dhe per te mbajtur pushtetin. Nje personalitet i tille tipizohet nga Woodrow Wilson, Herbert Hoover, Lyndon Johnson, dhe Richard Nixon. Pasive-Pozitive. Keta kerkojne qe te duhen dhe te nderohen. Shembuj te mire jane: William Taft, Warren Harding, dhe Ronald Regan. Pasive-Negative. Keta theksojne virtytin civil. Shembuj klasike jane George Washington, Calvin Coolidge, dhe Dwight Eisenhower. MIKROMANAXHIMI Liderat e organizatave mund te perpiqen mjaft qe te drejtojne. Manaxhere te tille mbikqyrin nga shume afer dhe ne te vertete ata mikromanaxhojne. Problemi me manaxhimin e tepruar eshte se ai i shkurajon vartesit ne ushtrimin e autoritetit dhe te pergjegjesise se vertete dhe pengon zhvillimin e tyre ne manaxhere efektive. Kur liderat mikromanaxhojne, ata priren qe te jene aq te zene me te sa qe deshtojne ne zhvillimin e strategjive afat-gjata dhe te vizionit ne teresi. Presidenti Jimmy Carter u kritikua si lider per kete tipar. Kur lideri kalon caqet e artikulimit te nje vizioni te gjere dhe perpiqet qe te perkufizoje te gjitha detajet atehere ai po mbi-manaxhon. Perpjekja e Presidentit Clinton per te reformuar kujdesin shendetesor jep nje shembull te nje perpjekjeje te deshtuar qe rezultoi pjeserisht si pasoje e mbi-manaxhimit. Shume pak lidership ose manaxhim, gjithesesi eshte po aq problematik. Nje mungese e mjaftueshme manaxhimi mundet qe te kontribuoje per korrupsion ashtu si ne rastin e falimentimit te Orange Country, Californi, ne fundin e viteve 1990, kur miliarda dollare u konsideruan te humbura si investime ne aksione me risk te larte, ose ne abuzim te pushtetit nga vartesit, nje kritike e adresuar kjo deri tek Shefi i Policise se L.A ne v.1980, si dhe kundra Presidenteve Regan dhe Nixon. Esenca e lidershipit shpesh konsiderohet aftesia per te levizur njerezit ne drejtime te reja, orientimi i tyre ne vende qe ata nuk e dinin se kishin deshire apo nevoje qe te shkonin. Lidere te tille ushtrojne lidershipin moral. Ata perdorin bustin e tyre per te arritur lidershipin moral, si dhe poziten qe kane si nje bully pulpit (predikim tirani), ashtu sic e shprehte kete gje edhe Presidenti Theodore Roosvelt. Lideret e pazakonshem kane aftesine qe te frymezojne stafin dhe me pas te punojne se bashku per te vjele frytet e perbashketa te punes se tyre. Guvernatori Mike Leavitt i Utahut eshte nje shembull i mire. Ai u zgjodh kohet e fundit si Zyrtari Publik i Vitit nga revista Govening duke u bazuar tek menyra e lidershipit te tij si dhe tek frymezimi qe ai i dha shtetit. Ne kontrast te thelle, kur nje lider si p.sh., nje president humb lidershipin moral, aftesia per te frymezuar pasuesit me nje vizion per te ardhmen bie ne agoni. Presidenti Clinton dikur u shpreh teper qarte duke projektuar nje vizion te orientimit te kombit permes nje ure drejt shekullit te XXI-te, por gabimi qe ai beri ne gjykimin (aspektin) moral minoi aftesine e tij per te frymezuar kombin ne ndertimin e kesaj ure ose ne kapercimin e saj nen lidershipin e tij. TRAJTIMET E ORIENTUARA DREJT LIDERSHIPIT Lidershipi ne organizata administrative ushtrohet nga manaxheret e agjensive apo te departamenteve. Ne kete menyre lidershipi ushtrohet brenda nje ndarjeje te vecante ose situate organizative. Konteksti organizativ ndikon stilin e lidershipit ashtu sic ben edhe personaliteti dhe backgroundi i ketij te fundit mbi vete organizaten. Eshte pikerisht ky kontekst organizativ qe ndikon ne legjitimitetin e liderit. Se sa mire karakteristikat dhe aftesite e liderit ndikojne ne arritjen arritjen e qellimeve organizative e tregon kontributi ose shmangia nga llogjika e legjitimitetit me te cilen pershtatet manaxheri. Ne manaxhimin e nje agjensie, funksionet e nje lidershipi jane: Perkufizimi i synimeve dhe i misionit te agjensise. Te shikohet si mesherimi institucional i qellimeve te organizates. Te mbroje integritetin e organizates, dhe Te vendose rregullin gjate konflikteve te brendeshme. Lidershipi i diskutuar ne kontekstin e nje agjensie qeveritare perfshin tre nivele te dallueshme te pergjegjesise dhe te kontrollit: Teknike. Manaxheriale. Institucionale. Ne nivelin teknik, lideri i agjensise trajton problemet qe kane te bejne me rritjen e efektivitetit te performances se funksionit teknik, duke e pare kete tek aksioma : trains run on time. Lidershipi ne nivelin manaxherial perfshin ndermjetesimin midis niveleve me te ulta te agjensise dhe atyre qe i perdorin keto sherbime apo perfitime burimesh te nevojshme per te realizuar funksionet e veta te rendesishme si: blerja, marrja me qera, apo operacione te tjera te pergjithshme. Ne nivel institucional, lidershipi merret me zhvillimin e politikave afat-gjata dhe me sigurimin dhe mbeshtetjen e nivelit me te larte per te arritur synimet e agjensise. Shefat ekzekutive te zgjedhur shpesh mbeshteten ne stafe mjaft te gjera per te udhehequr organizatat e medha. Presidenti i U.S p.sh., mbeshtetet ne stafet e agjensive te ndryshme te EOP dhe te Shtepise se Bardhe per te manaxhuar degen ekzekutive. Presidenca institucionale bashkon ne kete menyre qindra anetare stafesh. P.sh., ne vitet e fundit stafi i Shtepise se Bardhe ka me shume se sa 500 anetare, (605 gjate administrimit te Presidentit George H. Bush, 511 gjate Presidentit Clinton), dhe EOP-ja e ka zgjeruar stafin me 1,600 anetare. Shtetet e medha kane ngjashmerisht stafe te krahasueshme dhe mbeshtetje te deges ekzekutive per zyrat e guvernatoreve te tyre. P.sh., dega ekzekutive e Californise ka me shume se sa 276,000 te punesuar qe mbulohen nga sherbimi i tij civil, ndersa guvernatori emeron me shume se sa 2,500 poste te ndryshme. Anetaret e Komisionit Special jane gjithashtu te emeruar te Guvernatorit. Dega ekzekutive e Californias ka nje strukture dege qe eshte tipike per shumicen e shteteve. Zyra e guvernatorit ne Californi sidoqofte, ilustron tipin e guvernatorit te forte, dhe pozicioni i tij ne hierarkine burokratike i siguron atij nje baze strukturore te konsiderueshme qe mund te ndihmoje nje lider te forte. LIDERSHIPI DHE MANAXHIMI Dy studiues te lidershipit Robert Tannenbaum dhe Warren Schmidt, kane trajtuar dhe zhvilluar nje vazhdimesi te sjelljes se lidershipit, e cila lidh rolin ose stilin e lidershipit me sjelljen e me sjelljen e manaxherit. Figura 2 prezanton vazhdimesine e sjelljes manaxher-jomanaxher. Ata argumentojne se lidershipi eshte me efektiv kur manaxheri ka nje vizion dhe adapton nje stil te pershtatshem te lidershipit ndaj agjensise qe po manaxhohet. Nje rast i mire per kete eshte ai i me Kryetarin e Bashkise Jim Rout ne Shelby County (Tennessee), i cili sherbeu si zyrtar konteje per me shume se sa 20 vjet. Ne v.1998, Rout u ngaterrua ne nje diskutim te nxehte mbi menyren e administrimit (te aneksimit ose bashkimit) te nje zone (krahine). Polemikat e cuan ate qe te kuptonte se sa e rendesishme ishte qe te adaptohej nje pikepamje rajonale. Ai kishte qene nje Komisioner i Kontese per 16 vjet, pas nje karriere te suksesshme ne biznes, kur u zgjodh Kryetar i Bashkise se Kontese Shelby ne v.1994. Ne levizjen per tu rizgjedhur ne v.1998, Rout trajtoi problemet rajonale ne pjesen me qendrore te fushates se tij. Duke fituar me nje diference te thelle, ai ndoqi linjen duke organizuar ne vend Konferencen Kalimi i Kufirit dhe duke fituar ndihmen e guvernatoreve te Tennessee, Arkansas, dhe Mississippit per te krijuar Aleancen e Guvernatoreve per Ekselence Rajonale. Zhvendosja e Rout ne perspektive erdhi pasi Legjislatura e Tennesseeit miratoi nje ligj qe beri me te lehte per qytetet ekzistuese bashkimin ne shtete te reja. Nje fluks ankesash erdhi vecanerisht nga zona e Memphisit, duke u ndjekur nga shtete ekzistuese qe kishin shpresuar te aneksonin territore te reja, por qe deshtuan ne deshirat e tyre per zgjerim. Rout kuptoi qe rajoni duhej qe te shihte pertej kufizimeve tradicionale te shtetit, kufijve te kontese, dhe madje kufijve te mbare shtetit per tu ballafaquar realisht me ceshtjen. Mendimi ne grup eshte nje problem i vecante i lidhur me shefat ekzekutive dhe agjensite e stafit manaxherial si dhe me njesite qe u sherbejne atyre, vecanerisht kur jane perfshire kolektivisht ne manaxhimin e krizave ose te situatave vendim-marrese. Deshira e forte ose nevoja per konsensus rreth menyres se manaxhimit te krizave priret te beje qe manaxheret e stafit tu thone liderave te agjensise vetem ate cka ata mendojne se do tu pelqente ketyre te fundit. Mendimi ne grup shpesh con ne katastrofe te vendim-marrjes per shkak se lideri nuk mund te drejtoje efektivisht nje agjensi kur informacioni mbi nje problem eshte i paplote, ose ne rastin me te keq, i transformuar vecanerisht gjate krizave kur shefi ekzekutiv nuk sheh dallime, nuk degjon kundershtime, ndersa stafi nuk propozon asnje alternative tjeter vec konsensusit. Lideret e agjensive efektive bashkojne te gjithe anetaret e organizates dhe i orientojne ata ne nje drejtim te ri te qendrueshem dhe koherent per te arritur synimet dhe objektivat e organizates. Boxi 4 tregon nje rast te nje lidershipi te tille. Nje tjeter shembull i nje lideri efektiv ne nivel lokal eshte George Sinnott. Aftesia e tij per ta transformuar Sherbimin Civil te Departamentit te Shtetit te N.Y ne ndjekje te planit reformues te tij eshte cmuar si nje model qartesie dhe zgjidhjeje. Suksesi i tij reflekton ne permbajtje nje shqetesim natyral per njerezit si dhe aftesine e tij per te frymezuar stafin e agjensise qe te ndjeke lidershipin e tij. Kutia 5 pershkruan perpjekjet dhe rezultatet e Sinnottit. KERKIMET PER TIPARE DHE KARAKTERISTIKA LIDERSHIPI Per te qene me te vertete efektive, lideret e burokracive te gjera (te medha ne numer), duhet qe te sjellin koherence per shume aktivitete brenda nje agjensie. Per shume studiues, celesi per tek lidershipi gjendet ne karakteristikat ose tiparet qe sjell lideri tek kjo detyre, ndersa studiues te tjere pershkruajne se cfare permban teoria e tipareve. Sipas tyre eshte besimi ose supozimi se lidershipi bazohet ne karakteristika unike, cilesi ose karakteristika qe i kane lideret dhe qe i aftesojne ata qe te marrin persiper pergjegjesite. Besimi ne teorine e tipareve (karakteristikave) supozon se ekziston cilesia e lidershipit te lindur, nje supozim qe solli lindjen e kerkimeve per aftesi lidershipi si dhe per dicka tjeter te nje tradite brenda administrates publike. Autoret e kesaj teorie perpiqen qe te dallojne dhe te pershkruajne tiparet dhe karakteristikat esenciale te te gjithe lidereve te mire. Per disa kohe dhe me se shumti perpara Luftes se Dyte Boterore, studiuesit e administrimit publik qe interesoheshin per aspektet e lidershipit te atyre qe manaxhonin burokracite e gjera, supozuan se lideret kishin dhunti ose cilesi qe i veconin ata nga te tjeret qe i pasonin. Ata besonin se lideret lindnin te tille. Lideret kishin karizem, dhe lidershipi i tyre bazohej me shume tek personaliteti i tyre se sa tek pozitat formale te lidershipit apo ne ndonje autoritet racional apo ligjor. Sugjerohen shume tipare apo cilesi, duke perfshire edhe keto te dymbedhjeta: Ndonje marreveshje se cilat tipare ishin ekzaktesisht esenciale per nje lidership te mire nuk pati. Te gjitha keto karakteristika jane te dobishme per nje lider, por asnje grup karakteristikash nuk mund te demonstrohej teorikisht si esenciale. Qe nga v.1960, rendesia mbi karakteristikat eshte pare gjithmone e me shume si e vjeteruar. Faktore te tjere jane pare qe te jene te pakten po aq sa ose edhe me te rendesishem se sa cdo cilesi personale e liderit. Disa nga cilesite e sugjeruara me lart si esenciale mund te shihen si kunderproduktive ne disa kontekste. Marrim p.sh., aftesite teknike. Qeveria ka vleresuar prej kohesh kompetencen teknike midis atyre qe jane zgjedhur per pozicionin e lidershipit ne agjensite administrative. Arsimtaret, punonjesit e shendetit publik, aeronautika dhe inxhinjeret e hapesires, kontabilistet publike, e keshtu me rradhe, ishin konsideruar nevojtare te nje grade te ekspertizes teknike per te udhehequr nje agjensi. Mbikqyresit e agjensive te tilla kishin nevojen e nje grade te ekspertizes teknike per te fituar respektin e vartesve ne menyre te tille qe asnje jo-teknik nuk mund ta arrinte. Studiues te tjere i konsideruan cilesi te tilla ne disa raste edhe jofunksionale. Organizatat e medha shpesh udhehiqeshin ne menyre joefektive nga mbikqyres te cilet shfaqnin sindromen e specialistit. Si bestseller i v. 1970 punimi Parimi i Piterit, verejti se mesuesi me i mire nuk perben domosdoshmeisht nje parim te mire. Kontabilisti me i mire, me i sakte dhe me i fiksuar pas detajeve, mund te jete nje manaxher i keq per koleget e tij te tjere. Ose p.sh., nje kerkues i shkelqyer ne mjeksi mund te jete nje manaxher i keq per agjensine e kerkimeve mjeksore. Sindroma e specialistit mund te udheheqe mbikqyresin qe te mbivleresoje disa aktivitete dhe te degjoje disa njerez me shume se sa te tjeret. Nje mbikqyresi te tille mund ti mungoje objektiviteti per ta pare perspektiven si teresore dhe ne unitet, gje e cila i nevojitet se tepermi nje administratori te pergjithshem. Ky arsyetim pranon thenien se eksperti duhet qe te jete on tap dhe jo on top. Vendosmeria eshte sugjeruar shpesh si cilesi qe dallon shpesh lideret efektive. Ende mjaft lidere te shquar ne qeveri dhe ne sipermarrje private shprwehen se neqoftese ka ndonje dyshim per ate se cfare duhet bere, atehere mencuria e manaxherit nuk sjell gje ne drite. Dhe megjithese karizma mund te jete pozitive ne shume drejtime, ajo mund te bllokoje dukshem disa sfida dhe keshilla te rendesishme te vartesve dhe te rrise rrezikun e vendim-marrjes nga mendimi ne grup. Me se shumti ne ditet e sotme, lidershipi eshte konsideruar si parashtrues, si nderveprim midis individeve. Douglas McGregori thekson se lidershipi eshte nje marredhenie qe perfshin kater variabla kryesore: Karakteristikat e liderit. Qendrimet, nevojat dhe karakteristika te tjera personale te pasuesve. Karakteristikat e organizates te tilla si qellimi i saj, struktura dhe natyra e detyrave te realizuara, dhe Mjedisi social, ekonomik dhe politik brenda se ciles operon organizata. Ky eshte nje kerkim dhe nje gjetje e rendesishme. Kjo do te thote se lidershipi nuk eshte nje prone e individi, por nje marredhenie komplekse qe gjendet midis ketyre variablave. LIDERSHIPI NDERVEPRUES (TRANSACTIONAL LEADERSHIP) Nje tjeter pikpamje e lidershipit thekson jo cilesite apo karakteristikat personale te liderit, por ceshtjen kryesore, si u vendos nje lidership i tille? Trajtimi drejt nje lidershipi transactional lidhet dhe ka te beje me menyren se si lideri fiton besueshmeri (kredibilitet). Kjo lidhet me njohjen nga organizata te faktit se lideri eshte kompetent ne perdorimin e pushtetit te tij dhe te komandimit te burimeve te saj. Sipas kesaj teorie liderat klasifikohen ne tre tipe: autoritar, demokratik, dhe laissez-faire. Lideret autoritare jane te orientuar nga detyra dhe perpiqen qe te vendosin te gjitha politikat, te vendosin te gjitha detyrat, dhe te kritikojne personalisht vartesit. Grupet e udhehequra ne menyre autoritare ishin me agresive ne sjellje dhe me pak te kenaqur, por me prodiktivitet te larte. McGregor pa se agjensite e drejtuara nga lidere demokrate ishin me te kenaqur dhe produktive. Grrupet e udhehequra nga lidere te tipit laissez-faire shfaqnin kenaqesi dhe produktivitet te ulet. Ky trajtim supozon se lideret mund te trajnohen per te vepruar ne menyra te vecanta qe jane me te pershtatshme per agjensine, nje besim ky qe shpesh eshte provuar te jete asgje me shume se sa nje mendim plot urime. Lideret qe ndjekin seminare trajnuese per lidershipin shfaqin shpesh ndryshime te vogla ne sjellje. Ne fakt, nje agjensi e tere duhet qe ti adaptohet ndryshimeve, dhe jo vetem disa punonjes te caktuar. Ne boten reale lideret aplikojne stile te ndryshme, ne varesi te kushteve dalluese dhe te konteksteve situacionale. Organizatat, ashtu si dhe individet, mund te shikohen edhe ne aspektin e ciklit jetesor, apo si pershkruese te fazave dhe periudhave te ndryshme. Se cfare stili lidershipi eshte i pershtatshem per organizaten mund te influencohet jo vetem nga natyra e pergjithshme e organizates (qe do te thote me shume apo me pak hierarkike, me shume ose me pak punonjes profesioniste, me shume ose me pak teknike apo e pergjithshme ne sherbimet dhe ne detyrat e saj), por gjithashtu edhe nga kalimi ne cdo faze apo periudhe brenda ciklit jetesor te organizates. Figura 3 paraqet grafikisht ciklin organizativ jetesor. Se sa i hapur apo i mbyllur eshte nje lider ndaj influences se keshilltareve reflekton jo vetem personalitetin dhe tiparet e liderit por gjithashtu edhe kufizimet institucionale dhe aspektet e struktures organizative. Presidenca e U.S pershembull, eshte ne kohen e sotme teresisht e institucionalizuar. Pushteti dhe influenca brenda presidences reflektojne natyren e saj te institucionalizuar. Kush ka hapesire dhe influence eshte pjeserisht i vendosur nga ku pozicionohet individi brenda struktures institucionale. LIDERSHIPI TRANSFORMUES Nje tjeter perspektive apo trajtim drejt lidershipit eshte quajtur lidership transformues. Termi i referohet lidereve qe perpiqen te ndryshojne kulturen e agjensise si dhe synimet e saj. Ky trajtim thekson se nje organizate reflekton zotesine e liderit per te zhvilluar nje vizion te bazuar ne vlera per organizaten, dhe ta konvertoje ate vizion ne realitet duke e ruajtur ate ne kohe. Aty ku lidershipi transaksional thekson ndryshimin incremental (rrites), lidershipi transformues thekson ndryshimin radikal organizativ. Per te implementuar te tilla ndryshime lideri duhet qe te zhvilloje dhe te shese nje vizion te ri strategjik tek njesite e agjensise si dhe tek lojtaret kyc. Lidershipi transformues thekson edhe aspektin e Njeriut te Madh te lidershipit duke u fokusuar edhe nje here mbi influencen individuale te liderit mbi organizaten. Figura 4 ilustron lidershipin transformues, i cili fokusohet mbi sjelljen e te dyve, pra te liderit dhe te pasuesve ne organizate, ne menyre qe lideri ta transformoje ate ne menyre te suksesshme. Levizja e rikonturimit qeveritar e diskutuar me perpara perfshin shume nga trajtimet e lidershipit transformues. Keto trajtime per lidershipin pranojne qe lideret manaxhojne organizata me nje shumellojshmeri stilesh, vecanerisht kur ata kerkojne qe te transformojne organizatat e tyre. Ne vazhdim do te analizohen stilet alternative te lidershipit: lideri si drejtor, motivues, koordinator, pershpejtues (katalizator), zedhenes, dhe manaxher krizash. STILET E LIDERSHIPIT Fokusi mbi menyren se si lideri i cfaqet agjensise qe ai udheheq, natyrshem sjell pyetjen se cfare stili lidershipi eshte i pershtatshem per cdo organizate te vecante? Cfare funksionon mire tek nje organizate ushtarake, tek nje repart policie, apo zjarrfikesi p.sh., mund te jete shume me pak e pershtatshme per nje njesi arsimore apo shendetsore. DREJTORI Nje nga stilet e lidershipit eshte ai i drejtorit. Ky stil thekson funksionin e lidershipit duke sjelle koherencen per shume aktivitete qe kryhen ne menyre tipike dhe qe rezultojne te behen ne departamente te medha dhe komplekse. Lideri sipas stilit te drejtorit kerkon qe te perputhe synimet personale te anetareve te organizates, apo synimet e nen-njesive me synimet teresore organizative. Ne kete rast lideri perdor si bindjen direkte edhe ate indirekte per te reduktuar dhe zvogeluar konfliktet, dhe shpenzon mjaft kohe, energji dhe burime per te siguruar mbeshtetjen e duhur ne funksion te realizimit te synimeve teresore te agjensise. Lideret kane nevoje qe te kene nje vizion te qarte te perkushtimit ndaj atyre synimeve, te cilat konsiderohen si percaktuese te cdo objektivi personal. Lideri si drejtor kerkon arritjen e nje konsensusi te gjere midis anetareve te organizates dhe ceshtjeve ekzekutive, per te artikuluar qarte konsensusin mbi qellimet dhe objektivat e pergjitheshme. MOTIVUESI Nje stil tjeter eshte lideri si motivues. Lideret si motivues merren me cilesine e mbikqyrjes face-to-face, me perfitimet dhe nxitesit konkrete, si dhe me perdorimin e interesave reale te detyrave per te motivuar punonjesit. Douglas McGregor pershkruan supozimet e trajtimeve te Teorise Y ne sherbim te manaxhimit, e cila dukshem perfshin stilin e motivimit te lidershipit. Shpenzimi i perpjekjes fizike dhe mendore ne pune eshte po aq i natyrshem sa edhe loja apo pushimi. Njeriu normal nuk e mospelqen punen ne menyre te trashegueshme. Ne varesi te kushteve te kontrollueshme, puna mund te jete burim kenaqesie ose nje burim ndeshkimi. Kontrolli i jashtem dhe rreziku i ndeshkimit nuk jane te vetmet mjete qe te orientojne drejt objektivave organizative. Njerezit do te ushtrojne vete-drejtim dhe vete-kontroll ne sherbim te objektivave per te cilat ata jane te angazhuar. Dedikimi ndaj objektivave eshte nje funksion i vleresimeve qe lidhen me arritjet e tyre. Vleresimet me domethenese p.sh., kenaqja e egos nevojat vete-aktualizuese, mund te jene produkte direkte te perpjekjeve njerezore te orientuara tek arritja e synimeve organizative. Njeriu mesatar meson, ne kushte te pershtatshme, jo vetem per te pranuar por gjithashtu per te kerkuar pergjegjshmeri. Shmangia e pergjegjesise, mungesa e ambicjes, lakmia e sigurise, jane pergjithesisht konseguenca te eksperiences dhe nuk jane karakteristika njerezore te trashegueshme. Kapaciteti per te ushtruar nje nivel relativisht te larte imagjinate, gjenialiteti dhe krijimtarie ne funksion te zgjidhjes se problemeve organizative eshte gjeresisht, dhe jo ngushtesisht e shperndare ne popullate. Nen kushtet e jetes moderne industriale, potenciali intelektual i individit mesatar eshte vetem pjeserisht i perdorur. Keto ide supozojne qe kufijte e bashkepunimit njerezor ne organizata nuk rezultojne nga natyra njerezore por nga gjenialiteti i manaxherit, (ose ne te kundert nga mungesa e tij), per te vene ne funksionim potencialet e burimeve njerezore te agjensise. Nese punonjesit jane dembele, indiferente, pa deshire per te marre persiper pergjegjesi, intransigjente, jokreative dhe mos-bashkepunues, atehere Teoria Y e gjen shkakun tek metodat manaxheriale te organizimit dhe te kontrollit. Kutia 6 diskuton mbi nje lider motivues ne nivel lokal: William A.Jonson Jr., Kryetari i Bashkise se Rochesterit, N.Y. Ai udhehoqi nje ringjallje te qytetit nepermjet nje ekspozimi te nje vizioni te qarte te asaj se cfare qyteti do te mund te ishte duke angazhuar gjeresisht interesa te ndryshme te qytetit per te pranuar ate vizion dhe per te punuar se bashku arritjen e tij. Rezultoi nje nivel i dallueshem i ri-angazhimit civil, qe perfshiu rigjallerimin e downtown-it, ri-gjallerimin e brigjeve lumore, qendrave te komunitetit, dhe me zgjerimin e programeve te te rinjve. Levizja rigjalleruese u perhap pertej qytetit tek rrethinat e shkollave lokale dhe tek nje perpjekje ekonomike rajonale te administrates se kontese. Kryetari i Bashkise Jonson paraqet modelin e lidershipit transformues te pershkruar ne Figuren 4. KOORDINATORI Nje tjeter stil eshte lideri si koordinator. Ky stil pranon qe roli i lidershipit ne nje organizate komplekse eshte qe te koordinoje dhe te integroje funksionet dhe detyrat e ndryshme te anetareve te stafit te nen-njesive teper te specializuara, duke e bere organizaten qe te pershta