Virus- – Malicious Software – Introduction

Introduction This assignment will explain about today’s most dangerous challenges for computer users, developers, professionals and all, one common step of assault on computer is ‘malicious computer program called Virus’. They have many different types; some of them can do very devastating effect on system and cost fortune as well. Most of the organisations have big challenges to block such a data effecting viruses. Estate agency business is the one of the organisation which is always a treat because of there confidential data-transferring between clients and staffs, so it’s effecting companies network performances and productivity.We will see some of them and understand how we can protect systems. About There have been well said about viruses from Microsoft (2006) â€Å"Computer viruses are small software programs that are designed to spread from one computer to another and to interfere with computer operation. A virus might corrupt or delete data on your computer, use your e-mail program to spread itself to other computers, or even erase everything on your hard disk†. Computer viruses are some well written programs by programmers. They will upload on your computer or server without your information and execute without your knowledge.Some of them will corrupt or delete your important data as well as application files. An even more they will attack on your system files, networks. They will distribute your data form one computer to another. It’s depends on different kind of viruses and there own capability. History â€Å"There are times when people want to destroy computers. In a time of war, a country may want to hamstring their enemy by destroying their intelligence databases (Ludwig, 1996)†. According to Spamlaws (2010) ,There are plenty of malicious software ,which is effected on computers . ostly know as viruses, spywares, trojan hourses and worms, rootkits and many other dangerous program which effect on syst em . As per comparisen these are different to each other : Viruses : Comuter viruses make system halt or keep contatly shuting down and do damages to files so user have difficulties to access documents or any other applications. These type of virsues make such damages which can be seen. Spyware:These types of software is installed on computer without user’s knowladge. They will change computer settings, make computer functionality difficult to use. They will collect data from users computer and sendback to remote host.Capable to hack your password,financial information. Trojan hourse: According to Cicso(2010), it is harmful piece of software,after it is activated,it can irritating the user by popping up windows,changing desktops,damaging deleting files,staling data as well as activating and spreading viruses. Worms:Worms are damaging and irritating others network than host computer, it is dangarous to sending viruses to other computers without effecting host computer. Athors claim,(Ianelli,Kinder and Roylo,2007)â€Å"If attackers can get their malware downloaded on victims system,they can earn money by causing the system to run the pay-per-install software†.Causes to Estate Agency Bussiness : Unlikely other businesses Estate agency is always an attackers target because of ‘Confidential’ data transfering on Internet with its clients. By virus attack it can be posible to change in important documents or companies policy,as per McAfee (2000),In 2000 ‘ILOVEYOU’ virus had similarly damage to thousands of computer. Virus can make very devastating effect on Estate agencies e-mail system,which is always busy for transfering important application files (DOC,.EXL,PPT etc) between millions of computer,as per CERT (1999),In1999 ‘Melissa’ virus was so powerful that it forced Microsoft’s and other big organisation to switch off their Email systems. Similarly ‘Twitter worm’ has effected upto quarter of millions twitter accounts in Jan 2010. Suggetion for better use of computer systems in Estate agency : ? Manage and admin all data, email system and applications centralized. ? Keep backup regularly and easily. ? Add new clause in ‘Turms of use’ for fair use of data handling to all users. ? Install Anti-virus software that will update regularly to check all downloaded files and block new spywares.Show and prove more commitement to data security within organisation. ? Use more secure operating systems like UNIX, LINUX. ? Avoid downloading unsecured data software from third party web sites or unathorized CD, DVD or external memory stick’s. ? Provide technical support to staff about how to deal with such odd files or data. For example, never run executable files (. EXE) which comes with email attachments. ? It is an advantage to use malware analysis software with the email system. Conclusion : Investment into Companies IT infrastructure will help to block malicious software and improve security for online communication.It can be reduce cost on system maintenances and additional accessories like software, hardware. Staff can work more efficiently and more positively to produce better results. Customer’s as well more assured about data security with the organisation. They don’t be worried about confidentiality of sharing personal data with the company. Satisfied customers is the most important key factor to become a successful organisation.References used in this assignment : o CERT,1999, http://www. cert. org/advisories/CA-1999-04. html ( Last accessed 31/10/2010) o Cisco, 2010, What is the difference:Viruses,Worms,Trojans and Bots? http://www. cisco. om/web/about/security/intelligence/virus-worm-diffs. htm l( Last accessed 30/10/2010) o Ianelli,N. ,Kinder,R. and Roylo,C. (2007) The use of malware analysis in support of law enforcement (P. ) Carnegie mellon university o Ludwig, M. A. (1996) The little black book of computer viruse s (p. 11). Arizona: American eagle publication. o McAfee,2000, http://vil. nai. com/vil/content/v_98617. htm (Last accessed 30/10/2010) o Microsoft,2006, http://www. microsoft. com/uk/protect/computer/basics/virus. mspx ( Last accessed 30/10/2010). o Spamlaws ,2010, http://www. spamlaws. com/malware-types. html ( Last accessed 01/11/2010)

Eco365 Supply and Demand Simulation Paper

Supply and Demand Simulation ECO/365 Supply and Demand Simulation In the University of Phoenix simulation (2003), students are taken through the supply and demand of two-bedroom apartments in a city called Atlantis. The simulation itself is used as a tool to learn about the demand and supply curves as well as equilibrium. Other key learning points are the factors that affect supply and demand, the effect that a price ceiling has on the quantity demanded and the quantity supplied.Throughout the simulation, students determine the rental rates or how many apartments are rented out for a given month. A microeconomic principle that stood out at the beginning of the simulation was the use of the word â€Å"monopoly†. The simulated management organization has a monopoly in the rental field within Atlantis. I considered it to be a microeconomic principle in that it was limited to a certain region. On a macroeconomic scale, it would not hold true because of the fact that there are nume rous rental management organizations throughout the world.The second microeconomic principle from the simulation was the scenario in which the student is to determine a monthly rental rate that will remove the imbalance between quantity demanded and quantity supplied at the rental rate of $1550 (University of Phoenix, 2003). I consider this to be a microeconomic concept because each industry or field has its own norm for quantity demanded which definitely affects how much is supplied. An example of this is that of exotic cars. There is a limited number of these vehicles in demand which results in the manufacturers of these cars to build only a limited amount.A macroeconomic principle that showed through in the simulation was that for any product, more quantity is demanded at a lower price, other things remaining constant. To apply that to a microeconomic scale using the simulation as an example, when the rental rate was reduced, more individuals were willing to rent apartments which led to a lower vacancy rate. As the rental rate is lowered, revenue first increases, reached a maximum at a particular rate and quantity demanded, and decreases. The second macroeconomic principle from the simulation was the supply curve demonstration.The student is tasked to identify correctly, the rental rate that the company would charge if it were to lease out all of the apartments. For any supplier, production costs normally increase for each additional unit of the product. In the case of the simulation, it was maintenance costs that were added for each unit rented out. This added cost meant that the rental rate had to increase as well. When the rental rate increased, the number of apartments that management was willing to lease out increased. This was a basic demonstration of how the supply curve works.At one point within the simulation, there is a shift in the demand curve. This is because there was an increase in the population in the city. At any given rental rate, more pe ople rented apartments. This resulted in an increase in demand but the supply remained the same. As a result, the demand curve shifted to the right. The new equilibrium price is now higher than before and the number of apartments demanded and supplied increases. The change in expectations of management caused the supply of two-bedroom apartments to decrease.The expectation was that more individuals would prefer to live in a condo vice the two-bedroom apartment. It also eventually occurred and as a result, this factor caused the supply curve to shift to the left or decrease because there was not only a decrease in the demand for the two-bedroom but also a decrease in the supply. Since the shift in supply was greater than the shift in the demand, the price of rent increases. Had it been the other way around, the rental rate would have declined. Through this simulation, I was able to understand the affect of price ceilings.In the case of the simulation, while tenants could only be char ged up to a certain amount, they might be subjected to make up a portion of the difference by higher deposits in order to lease. Price ceilings could also lead to discrimination in the form of choosing tenants on the basis of race, socioeconomic status, etcetera because the number of units that are available far exceeds the number of units the company is able to rent out due to costs. References University of Phoenix. (2003). Applying supply and demand concepts [Multimedia]. Retrieved from University of Phoenix, ECO365 website.

African American Heritage Paper Essay Example for Free (#2)

African American Heritage Paper Essay African (466) , Heritage (34) , American heritage (6) company About StudyMoose Contact Careers Help Center Donate a Paper Legal Terms & Conditions Privacy Policy Complaints ? This paper explores the African American heritage and also identifies the significance of nurses being culturally aware, sensitive and competent when caring for people of African American heritage. Although these terms mentioned above are used interchangeably, they have different meanings. Cultural awareness is appreciating the external or material part of the culture, such as the music, arts, and physical characteristics, and dress. Cultural sensitivity is the personal attitudes toward the culture, such as not saying things that is offensive to someone from a different ethnic or cultural background (Purnell,2013, p. Cultural competence is putting it all together; by using your knowledge to provide culturally congruent care and to be able to work effectively with people in cross- cultural situations. African Americans are the second largest ethnocultural groups in the United States; however, it is one of the most misunderstood cultures. This culture is so unique because they have mixed their cultures from their different homes of origin in Africa, along with American culture. This paper overviews the history, communications, family roles, workforce issues, biocultural ecology, high-risk behaviors, pregnancy and childbearing practices, spirituality, health care practices, nutrition, and death rituals in the African American culture. It is important that nurses see themselves as becoming culturally competent when caring for African Americans, and this involves incorporating cultural desire, cultural awareness, cultural knowledge, cultural skill, and cultural encounter with the people of African American heritage (Campinha-Bacote, 2009). 2 A NURSING METHOD TO AFRICAN AMERICAN HERITAGE One of the largest minority groups in the United States, African Americans culture includes the various cultural traditions of different African ethnic groups. â€Å"Data from the U. S. Department of Commerce, Bureau of the Census (2001) reveals that there are approximately 34,333,000 African Americans residing in the United States, representing 12. 1% of the total population† (Campinha-Bacote, 2009). They were forcibly imported into the United States as slaves from 1619 to 1860 (Purnell, 2013, p. 21). During slavery, they incorporated their culture from their homes of origin, and as a result, their culture included several cultural traditions of African ethnic groups. Many African Americans live in poverty due to discrimination and lack of proper education. Most families of African American heritage value education, but they still struggle to have equal representation in the workplace, and are more likely to work in a hazardous environment, resulting in job related diseases and illness. Due to the lower-level positions and the difficulty in achieving higher opportunities in the workplace, some African Americans continue to feel discouraged. Nurses need to address discrimination and also issues that create ethnic or racial tension in the workplace. English is the language spoken by African Americans, however, people of lower socio economical status communicate in an informal language known as African American English (AAE) (Purnell, 2013, p. 22). According to Campinha-Bacote (2009), the major problem that AAE speakers face is prejudice. Most people believe that AAE is inferior to Standard American English. As a result, African Americans who speak AAE are sometimes misinterpreted as being uneducated. Nurses should be aware not to stereotype African Americans as only speaking AAE, and also not to stereotype them as uneducated based on the way they communicate. African Americans are expressive when 3. A NURSING METHOD TO AFRICAN AMERICAN HERITAGE communicating and often use body languages to convey their feelings. Their expressive language and body movement can be misconstrued as anger or provocation. Nurses need to be familiar with these characteristics and not misinterpret them. As a nurse, when interacting with African Americans for the first time, be sure to address them formally, until given permission to use other names, such as their first name. The African-American family has evolved over the last two decades and still continues to evolve. A person that is brought up in a traditional nuclear family is more likely to continue that tradition. Whereas, a person that is brought up in a single parent home is more likely to continue that same tradition. Although these situations are more likely, they are not always so. To provide the most competent care, the best thing for the nurse to do would be to ask the patient in a non-judgmental way about family dynamics and also ask them what they would feel the most comfortable with when it comes to decision making for their care. The nurse should then accept this decision. Being knowledgeable about this cultural group’s family values and beliefs are crucial for providing care for the African American patient (Revell & McGhee, 2012). A high percentage of African American households are matriarchal and fall below poverty level. With that being said, it is wise for nurses to make a point of including women when discussing health care issues. Nurses also should take note when dealing with homosexual individuals in this ethnic group, not to break confidence by sharing their lifestyles with others. This information can jeopardize and cause conflicts within the family and ruin relationships. Romantic relationships of the same-sex are not totally acceptable within this culture. 4 A NURSING METHOD TO AFRICAN AMERICAN HERITAGE As in many culture, social status is important in African American community. African Americans are often met with negative atmosphere and prejudice attitudes based on their cultural background and skin color. Assumptions are made based on AAE spoken by some as an indication of unintelligence and the lack of education. These assumptions sometimes affect employment opportunities and job promotions. Nurses should be cautious not to fall into the stereotyping African Americans based on these characteristics. African American skin color ranges from light to very dark due to the combination of a gene pool of more than 100 racial strains (Purnell, 2013, p. 25). When assessing for cyanosis in dark-skinned African Americans, be sure to pay attention to the oral mucosa or conjunctiva. When assessing for pallor, note the absence of the underlying red tones that give the skin it’s glow. Lastly, when observing for jaundice, be sure to look at the sclera of the eyes, the soles of the feet, and the palms of the hands for any yellow discoloration (25). Health care is a luxury that low socioeconomic African Americans may not be able to afford. Meeting their daily needs takes priority over what they believe to be minor health issues. Consequently, diseases that could be treatable might end up being a life- threatening situation. African Americans are family orientated, because of this; some tend to initially seek medical attention from family members rather than going to a health care professional. Health care professionals need to be aware of this and work toward teaching and distributing health information via church and community centers. Most African American women are against abortion due to religious, cultural, and moral beliefs. As a result, there is a delay in making a decision until it becomes too late. 5 A NURSING METHOD TO AFRICAN AMERICAN HERITAGE Family support is crucial for pregnant African American women. Gichia (2000) studied and found out that African American women look for role models such as older female relatives, or if they have none, they look for someone who seemed like a mother to them, such as a neighbor. These role models can provide the pregnant woman and new mother with needed support. According to Abbyad & Robertson (2011), nurses caring for pregnant African American women need to be informed about the variety of ways in which childbirth preparation can occur, as in any other group of pregnant women. Moreover, nurses need to consider the ways in which their attitudes and behaviors send unwelcoming messages to African American women seeking prenatal care or childbirth classes. These attitudes can discourage the African American woman in seeking further care. â€Å"Culturally competent care for the childbearing African American woman includes addressing all components of care including the use of complementary and alternative medicine† (Revell, 2012). The childbirth nurse that is providing culturally competent care should be aware that the perceived norm is different for every family. African Americans are spiritual and are usually affiliated with some religious order. Historically, the church has played a major role in the life of African American culture. The church is a place where they can meet on common grounds. Faith and prayer is one of the most important attributes of Christian African Americans. They believe that God has the power to heal them, and he also has the power not to. They believe that whatever happens to them is according to God’s will. Food is very valuable in the African American culture. It symbolizes health and wealth. It is derived from African descent. When food is offered to someone, it means that the person is valued; and by offering food, they are given you something that is 6 A NURSING METHOD TO AFRICAN AMERICAN HERITAGE valuable to them. When it comes to nutrition, some African American diets are high in cholesterol and fats. According to James (2004), â€Å"African Americans will need information on basic nutrition topics such as serving sizes and reading food labels†. Nurses that work in African American communities should be involved in programs that promote healthy food choices. These programs can specifically be developed for churches, neighborhood grocery stores, and local restaurants. â€Å"Health disparities among the African-American population include life expectancy, heart disease, hypertension, infant morality and morbidity rates, cancer, sickle cell diseases, HIV/AIDS, violence, type 2 diabetes mellitus, and asthma† (Campinha-Bacote, 2009). Unfortunately, they have the tendency to see a health care professional only when absolutely necessary. â€Å" Health is viewed as harmony with nature, whereas illness is seen as a disruption in this harmonic state due to demons† (Purnell,2013, p. 33). Recognize and support your patient cultural behaviors and believes to promote healthy interactions. In addition, always provide factual information about health practices that may not be understood due to their cultural believes and cultural differences. In conclusion, it is recommended that nurses familiarize themselves with cultural specific information in order to provide cultural competent care in African American community. Nurses should consider the following question: â€Å"In caring for African- American patients, have I asked myself the right questions. † It is important for nurses to be aware of their biases and prejudices toward African Americans. In addition, they should possess the needed skills to conduct a cultural assessment while possessing knowledge of this cultural group (Campinha-Bacote, 2009). Lastly, nurses should always 7 A NURSING METHOD TO AFRICAN AMERICAN HERITAGE have the desire to become culturally competent not just with African American patients, but any patient that has been placed in their charge. 8 A NURSING METHOD TO AFRICAN AMERICAN HERITAGE Resources Abbyad, C. , & Robertson, T. (2011). African American Women’s Preparation for Childbirth From the Perspective of African American Health-Care Providers. Journal Of Perinatal Education, 20(1), 45-53. doi:10. 1891/1058-1243. 20. 1. 45 Campinha-Bacote, J. (2009). Culture and diversity issues. A culturally competent model of care for African Americans. Urologic Nursing, 29(1), 49-54. Gichia, J. E, (2000), Mothers and others: African-American women’s preparation for motherhood. The American Journal of Maternal Child Nursing, 25(2), 86-91, James, D. (2004). Factors influencing food choices, dietary intake, and nutrition-related attitudes among African Americans: application of a culturally sensitive model. Ethnicity & Health, 9(4), 349-367. Purnell, L. D. (2009). People of African American Heritage. Guide to culturally competent health care (2nd ed. , p. 21-35). Philadelphia: F. A. Davis Co. Revell, M. A. , & McGhee, M. N. (2012). Evolution of the African American Family. International Journal Of Childbirth Education, 27(4), 44-48. Revell, M. A. (2012). Use of Complementary and Alternative Medicine in the African American Culture. International Journal Of Childbirth Education, 27(3), 55-59. African American Heritage Paper. (2016, Dec 19).

Qualities of Successful Marriages Personal Statement

Qualities of Successful Marriages - Personal Statement Example But they have become the best of companions while respecting and incorporating each other's differences. What I learned from my family's positive example has translated into my relationships with friends and boyfriends. I try to keep an open mind so that I can enjoy what they enjoy and really be part of their life. During my early teenage years I went through a phase of thinking that I needed to have as many friends as possible to seem "popular." This led me to choose quantity over quality and although I became "friends" with more people, the depth of each friendship became less and less. I could tell what was happening because I barely spent time with the close friends I had before. I went back to the way I was before, because being a really good companion felt better than being a companion to lots of people. This is a lesson that I hope to remember throughout my life so that all of my relationships with people are deep and meaningful. One of my first major relationships was not a very honest one. I cheated on him a lot, and lied about it. But I think I may have been hurting myself more than I was hurting him. The complications of that relationship have created problems in more recent relationships. Because I cheated on someone and he didn't know about it for such a long time, I started to think about the possibility and likelihood of it happening to me. My own actions have led me to paranoia and an inability to trust trustworthy people. Every time a boyfriend tells me about his day, I find myself questioning the reality of his story. I have noticed this in other Hispanic girls and think it may be true of me also that my parents are very overprotective of me when it comes to boys. This has led me to lie to my parents on more than one occasion about where I am and who I'm with. The lies I used to tell my parents led to a lot of hurt, both on their side and mine. What I have taken from my past is a stronger personal adherence to honesty. I have experienced first-hand the bad things that come from dishonesty and now know how important it is to be honest. I still have trouble trusting people who have done nothing bad to earn my distrust, so there is certainly room to grow. I think that as I continue being honest and surrounding myself in positive, honest relationships, I will regain my trust in other people. Responsibility Because my parents were so overprotective of me, I was always trying to prove to them and myself that I was independent. This need for independence led me to do responsible things. I started taking care of younger children as a babysitter when I was only thirteen, and got a "real job" when I was old enough. I was always on time to work and never missed a day. This responsibility was also reflected in school, as I always did my homework and made good grades. I reached a rebellious point in my life (perhaps because now my parents expected me to be responsible and I always wanted to disprove them) and I started to disregard my schoolwork and job commitments. I quickly realized that my irresponsibility had no positive benefits and only made me feel bad about myself, so my rebellious phase was short-lived. I also think that my job as a babysitter helped me know what it was like to be responsible for other people. As a youngest child, I never had any younger siblings to take care of and be responsible

Art and Architecture Essay Example | Topics and Well Written Essays - 1000 words - 1

Art and Architecture - Essay Example The whole cathedral together with its supplementary buildings occupies a whole block. The outside of the church is decorated with white marble making it to have a shiny and beautiful surface. The parish is about four hundred feet in length and its width is approximately more than seventy feet wide. Standing at the entrance of the cathedral are two spires decorated in gothic curved architecture. At the center of the two spires is the cathedral entrance. On the western vestibule, towers and a gallery above it border the cathedral. The vaulting of the main roof is made of brick. The cathedral takes the form of gothic revival architecture, with important parts taking forms of medieval French gothic and British gothic architecture. Some of the most important features of the architect are the facades, the spires and the windows when viewed from the exterior. The spires provide proportionality in the architecture. The entrance of the cathedral is between the two spires that are a bit taller than the roofing at about 330 feet high. This provides balance and harmonizes proportionality in the architecture, making it an admirable aspect as a piece of art. The use of stained windows is a functional to provide the serene atmosphere inside the cathedral for the purposes of peace during prayer. The stained windows mimic other gothic designs that were common in Europe (Janaro & Altusher, 2009, Ch. 5). The inside of the cathedral is made with perfect proportional arrangement. The nave of the cathedral attains the balance that most cathedrals do through proportional arrangement of the rows where worshippers sit. Light is spread throughout the church through the highly placed windows that ensure there is enough light during the day. However, during the night, three chalices that hang perfectly through the center of the nave provide enough illumination. The curved faà §ade of the church at the exterior provides ample decorations of the cathedral while

Marketing-5 types of customer markets Essay Example | Topics and Well Written Essays - 500 words

Marketing-5 types of customer markets - Essay Example Consumer durables are another subtype. Converse to the characteristics of FMCGs, these goods have low volume but high unit value. This can further be categorized into white goods and brown goods. Refrigerators, pressure cookers, dishwashers, washing machines, microwave ovens, etc are primary examples of white goods. Electronic items such as personal computers, video game consoles, multi-media players, etc are good examples of brown goods. Consumer Products Market are characterized by aggressive marketing campaigns, for consumers tend to be disloyal to brands and can easily switch from one to another. Also, competing companies are focused on innovating and improvising their products and production models to garner greater market share. Another customer market is the Food and Beverages Market. Although some of the products in this group overlap with Consumer Products Market, there is sufficient distinction between the two. The Food and Beverages Market "consists of the sub-markets like markets for dairy products, bakery products, packaged food products, Beverages, Confectionary, Beer, Alcohol, meat and poultry products. This type of Consumer Market is full of growth opportunities because of changing lifestyle of present era.

What do you think comprises reality Term Paper Example | Topics and Well Written Essays - 1000 words

What do you think comprises reality - Term Paper Example We do not have a direct perception of substances in minds, but only a representation of them. What we know is not what is inherent to the substances, but only the secondary and primary qualities. Thus, according to Locke, the substances are bodies, which are material, and souls, which are immaterial. Then there is God. He explains the existence of God, not from inherent ideas, but from sense-experience. Their basic substance is assumed from the perception of physical qualities, since qualities must have a solid basis. Likewise, a spiritual soul is formed from the observation of mental operations. We perceive bodies through sensation and have a lucid and instant idea of our soul by reflection. The outside world is independent of the mind. The presence of real objects is what causes real sensations in us (Tully 53). Locke further says there are interactions between the body and mind, both of which are real beings, resulting in the actions of our bodies and minds. The changes experience d by the soul are as a result of its being acted on by outside bodies. On Locke’s third substance, God, he provides that we shape an idea of God by expanding or taking to infinity the rules and objects of our sensations and reflections. What we experience are existence, extension, knowledge and power. Taking them to infinity is our idea of God (Tully 67). Descartes described a substance as a particular thing. He argues that there are material or physical substances and thinking substances, the mind. The substances have characteristics called modes. Modes of physical substances include their location in time, space, shape and volume. The mode of thinking substances includes ideas, judgments and desires of the subject. Every substance has an essential property. The essential property of a material substance is occupying space and time. The essential property of a thinking substance is thinking. Therefore, having ideas, believing or desiring are ways of thinking, and having a sh ape and volume are ways of occupying space and time. Descartes further divides material substances into finite and infinite. Examples of finite materials are human bodies, plants and earth. Likewise, human minds are finite thinking substances. Adding a third substance, he says God is an infinite substance. Therefore, according to Descartes, there are three types of substances; modes, finite substances, and infinite substance. Descartes views reality as relative and divides them into formal and objective reality. Formal is the kind of reality something possesses by merit of the type of thing it is. Infinite substances, finite substances, and modes possess formal reality in varying degrees. Modes have the least formal reality, followed by finite substances then infinite substance in ascending order. The amount of formal reality contained in something is determined by its dependence on another for its existence. The higher the dependence something has on another for existence, the less the formal reality it contains. Modes depend on finite substances, and in turn finite substances depend on infinite substances for existence (Tully 41). For example, the shape of a ball would not exist without a ball, but a ball could exist without that shape. On objective reality, Descartes contributes that first it is only possessed by representation. This means that it is possessed by things that stand for other things. Basically, these are ideas. Examples of representations

Food Retail Assignment Example | Topics and Well Written Essays - 2000 words

Food Retail - Assignment Example Given the trend toward globalization and international expansion of markets, modern retailers are faced with increasing competition as well as the need to expand their products and services to appeal to broader market segments. This process is requiring retail grocers to identify and target specific ethnic market segments. In the same way that US retailers have successfully targeted Hispanic consumers, international retail grocery companies such as Tesco must focus on diversifying their product line and successfully marketing to significant segments such as the Muslim community. According to the company, Tesco is one of the world's leading international food retailers with over 2500 stores worldwide and a commitment to long-term growth (Tesco: At a Glance, 2006: 1). In fact, it has been called the "success story" of British supermarket retailing whose industry leadership has been widely accepted (Kacker & Sternquist, 1994: 202). This places the organization at the forefront of market development because its broad reach locates it's outlets in many different markets with an extremely diverse customer base. In those areas which have high concentrations of devout Muslims, this means offering a product line that comports with the strict dietary laws known as Halal. There is no doubt about the fact that the Muslim community has significant economic power; in France, it is estimated that if the 60 million Muslims who reside there would consume and purchase only Halal meat, the product could account for 10% to 15% of the French national meat market (Kutschera, 199 6: 40). Given Tesco's stated corporate responsibility policy, which notes the organization's intent to appeal to customers across many social and economic ranges as well as use their size and success as a force for good in playing an important role in local communities, Tesco has given itself no choice but to develop products that will appeal to this constituency (Tesco: Corporate Responsibility, 2005: 1). The concept of Halal, which means "acceptable," is to the Muslim community what Kosher is to the Jewish community. It is a set of dietary laws which prescribe the manner in which foods are processed prior to being consumed, and there is increasing Muslim demand for the provision of these products (Haddad & Lummis, 1987: 20). In fact, making acceptable food available to devout Muslims is so important that many European countries are now including it as part of the food services available in public institutions such as schools and hospitals; and if they cannot find it elsewhere, many Muslims will purchase their meat from Jewish shops because of

Operating systems Essay Example | Topics and Well Written Essays - 1000 words

Operating systems - Essay Example This program is in the complicity level three since it is able to create a batch file to run the automatic back up process. The interaction takes place through a dialogue in a command line mode. It will also be able to operate in a work schedule such that it can run repeatedly. It will run in a multiple back up operation for moving many files in the same session. The backup system will present the menu in command line forms through the same dialogue system. However, the naming system will be a dynamic naming system depending on the user’s discretion, where the system will allow the user to specify the naming protocol, either by use of incremental alphabetical and numerical characters and perhaps linked to the day’s date. The changes in the codes of the batch file will alter the way the file runs. It checks the availability of the source of the files to be backed up as well as the destination directories which are in existence. Simple Source code @echo off :: variables s et drive = C:\Backup set folder = %date:~7,2% set backupcmd = xcopy /s /c /d /e /h /i /r /k /y @pause echo ### Backing up directory... %backupcommand% "C:\Program Files\dir1" "%dirve%\%folder1%" @pause echo The file Backup process Completed successfully @pause @pause @pause We save the file as backup.bat and we see the icon below On running the file the output below appears Result Press any key to continue . .. ### Backing up directory†¦ '"C:\Program Files\dir1"' is not recognized as an internal or external command, operable program or batch file. Press any key to continue . . . The file Backup process Completed successfully Press any key to continue . . . Advanced Source code @echo off :: Declaring source code variables set drive = C:\BatchBackup set bapcmd = xcopy /s /c /d /e /h /i /r  /y @pause @pause echo ### Program for backing up the Documents... %bapcmd% "%USERPROFILE%\My Documents" "%D%\My Documents" echo ### Backing up the Favorites... %bapcmd% "%USERPROFILE%\Site" " %C%\ bapcmd " @pause @pause echo ### The system is Backing up all the Em and address book. %bapcmd% "%USERPROFILE%\Applic Data Files\Microsoft\AddBk" "%C%\ My Address Book" %bapcmd% "%USERPROFILE%\Local Settings\ Applic Data\Identities" "%C%\Outlook Express" @pause @pause echo ### System is Backing up all Ems and Em contacts in MS Outlook express %bapcmd% "%USERPROFILE%\s\ Applic Data\MS Outlook" "%C%\Outlook" @pause @pause echo ### System Backing up Registry********* if not exist "%C%\Registry" mkdir "%D%\Registry" if exist "%C%\Registry\regbackup.reg" del "%D%\Registry\regbackup.reg" regedit /e "%D%\Registry\regbackup.reg" @pause @pause ::Registry Backup Completed Successfully :: use below syntax to backup other directories... :: %bapcmd% "C" "%drive%\ % "D" "%drive% echo System successfully completes Backup Process! @pause @pause @pause Result Press any key to continue . . . Press any key to continue . . . ### Program for backing up the Documents... '"C:\Users\COLOO\My Documents" ' is not recognized as an internal or external com mand, operable program or batch file. ### Backing up the Favorites... '"C:\Users\COLOO\Site"' is not recognized as an internal or external command, operable program or batch file. Press any key to continue . . . Press any key to continue . . . ### The system is Backing up all the Em and address book. The system cannot find the path specified. The system canno

Can the direct targeting of civilians ever be morally justified Essay

Can the direct targeting of civilians ever be morally justified - Essay Example The Second World War caused numerous consequences to different nations owing to its magnitude and scale involving a vast geographic proportion of the world economies. It has been noted in this regard that the Second World War had been commenced with the participation of the then topmost nations of the world, which apparently signified the polarized world of the 20th century, where one side was apparently stronger and powerful than the other side. Comparing the casualties caused due to the First and the Second World War, especially those suffered by the civil societies around the world excluding the military property losses, historians revealed that area bombing campaign in the latter had a more devastating result. To be noted, the concept of area bombing was first developed by the British military during the war, where they had planned to attack certain specific areas of Germany as a part of their war strategy. The decision of Britain to attack German civil areas through the bombing strategy was mainly with the intention to deindustrialize the conditions of Germany and to make the nation weak from within. To be precise, with the civilians being affected due to the warfare, it was quite likely to increase threats for domestic social as well as political unrests. Also, with the destruction of such a huge proportion of civilians, Germany would eventually become weak to afford the continuously rising need for soldiers to fight its enemies. This further meant that Germany will not be able to attack or pose a threat to any other nation during the Second World War. Therefore, it can be apparently observed that the intention behind area bombings by British on German civilians was to make the country vulnerable both economically as well as socially, with the expectation that it would eventually drive the nation away from participating in the wars. Apparently, this area bombing approach taken by the British military against Germany,

An Effective Counsellor Essay Example for Free

An Effective Counsellor Essay Counsellors should continually assess their own feelings and needs to maintain an appropriate relationship with the client. There are issues that a counsellor should be aware of when doing a self-assessment; The counsellor should be aware of when they feel uncomfortable with a client or a topic being discussed. The counsellor must choose to either be honest with the discomfort of a situation or topic, or they may refer the client to another counsellor. The counsellor should be aware of their own avoidance strategies. The counsellor must be able to recognize when they avoid certain topics, or allow distractions and then find an effective way to facilitate help appropriately. The counsellor should be able to recognize when they are trying to control a situation. It is important that the counsellor engage in responsive listening so that theyre not controlling the communication process. The counsellor must remind themselves continuously that any issue being discussed has many perspectives and that theirs may be different, from that of the clients. It is important not to express whether the clients view is right or wrong. The counsellor must avoid being omnipotent. It is not the counsellors job to make the client better. It is the counsellors job to help facilitate the client in addressing and resolving the issues. It is also important that the counsellor identifies and responds to positive feelings, and that they dont just focus on negative ones. This provides balance for the client and allows them to amplify positive strengths in their lives. Lastly, the counsellor must keep in mind to never ask a question, or discuss a 1 topic that you would not be able to discuss in a similar situation. These issues should always be addressed when a Counsellor is engaging in a self-assessment. By completing a self-assessment I was able to address my values, skills, attributes and my interests. I identified that while I am not a judgemental person, I do hold values that if not addressed prior to a situation could cause myself to become close-minded and that would ultimately put a barrier up in my ability to help the client. I also was able to identify how I can use my skills and attributes to counsel my clients in a positive manner. I have identified that I try to find a positive in all situations but I dont ever be-little the seriousness of the topic at hand. With a self-assessment I am able to recognize when and how to communicate appropriately with a client. The individuals I support will be able to discuss issues with me and feel comfortable knowing that I dont judge or assume things about them. Both my verbal and non-verbal skills will make this evident to the client. As a registered Developmental Service Worker I could be taking on a role as a counsellor where self-assessment is crucial as it is important to be able to identify when or if I am not dealing with a situation or topic appropriately. I will use the skill of self-assessment in any other role whether that be taking on a position as a Personal Support Worker or working in a group home. It is important that I am able to identify my strengths and weaknesses when it comes to helping a client and that I am able to do so in a way that is prudent. It is also important to continually perform a self-assessment as situations change or evolve. A counsellor who understands how they communicate and who has self-awareness is likely to be more effective in helping the client, then those who are not aware of these issues. Counsellors who are able to identify aspects such as if a topic being discussed makes them feel uncomfortable, if the topic goes against their own values or beliefs, if it is causing different emotions in themselves and why that may be, if they are projecting these feelings and whether or not they are really listening to the 2 client. Continual self-awareness is crucial to the development of the counsellor and their ability to help the client.

College Development Essay Example for Free

College Development Essay Residential life is part of almost every college or university. When most people think about residential life, they think of dorms and roommates; however, residential life is much more. The organizations are mostly divided into three units that make it all work: residence life programs, housing operations, and room assignments. (College and university,) Residence life is one of the major parts of a student’s environment. They only spend about twenty percent of their time in classrooms, as they spend most of their free time in housing. Residential life helps students to develop as young adults and future leaders. â€Å"The purpose of residence life programs is to provide educational programming, nonclinical counseling, and support for student learning†. (College and university,) People who are employed in residential programs mostly focus on improving student life and its safety, which helps to develop communication skills among people and also increase personal growth among student peers. The second unit of resident life is housing operations; they deal with daily tasks such as cleanliness, construction, and management. In a residential setting, is important to keep the environment clean and the buildings running properly in order for the community to work. The last unit of residential life is room assignments, in which finding the best-fit roommate is the most important. This area of residential life is designated to make room changes and monitor the occupancy of other housings. If there is a situation where problem occurs among roommates, the roommate assignment staff tries to find the best solution to find a resolution. Although it is often not realized, Residential Life is a big part of student life as it is a major factor in shaping a student’s experience in the institution. To ensure that residential life is at its best, the institution hires educated and professional staff. Almost every floor in each dorm has a residential assistant, who is responsible for maintaining a positive environment and be there for students if they are having a hard time adjusting. Residential assistants also welcome the students back to their dorms and inform students about upcoming activities and clubs. At the beginning of the school year, the RA creates a Facebook page for the people that they are responsible for and have group meetings to discuss issues and regulations. This helps new students feel welcome in their dorm and creates an environment where students can interact with other people in their dorms. Most dorms also have residence directors or graduate assistance. â€Å"Their responsibilities usually include staff development of their RAs, student counseling, educational programming, enforcement of institutional policies in the residence halls, and may also include other functions such as academic advising, intramural sports adviser, and facilities management†. (â€Å"College and university,) If the RA cannot deal with a problem, they report to residence director or graduate assistance, depending on who is available to their building. The staff goes through training to make sure that every need of a student is met. â€Å"There is a strong need for well-qualified, educated, and trained entry-lever live-in professional staff in campus residence halls to support and achieve the academic and educational goals of the institution† (Belch, Wilson Dunkel). It is important for students to be engaged and connected to school spirit, as it is more likely that they will remain in that institution. (Brooks). Each institution wants to give the best experience and education possible to their students. The person that oversees the Residential Assistants, Residential Directors, and Graduate Assistances is the Assistant Director of Residential Life. Keyne Cahoon is the Assistant Director of residential Life at Northeastern University and has many tasks during the day that keep her busy: â€Å"My primary responsibility is to directly supervise 5, 2 GAs, and indirectly supervise approximately 50 RAs. Additionally, I am responsible for the overall administration of the residential student conduct process (so I work with OSCCR to review and assign cases where residential student are involved), I am in charge of the professional staff recruitment and selection process (so I recruit and coordinate the process to hire all RDs and Assistant Directors of Residential Life), and I serve as a core team member of We Care†. (Cahoon, 2013) Being an Assistant Director of Residential Life is more than just dealing with housing situations. It involves a lot of communication among co-workers, documentations, and solving sometimes-unrealistic problems. Keyne Cahoon enjoys this challenge: â€Å"I enjoy students’ energy and excitement. I enjoy helping them figure out a problem and helping them solve it themselves†. (Cahoon, 2013) She is really involved in the community and enjoys every second of it. She finds her job very interesting and her passion makes her job a hobby. The only person who oversees her work is Brie McCormick, the Associate Director of Residential Life. She supervises the Assistant Director of Residential Life and deals with a lot of day-to-day issues for the department as a whole. The Associate Dean of Cultural, Residential Spiritual Life of Northeastern University is Robert Jose. He represents the Residential life as a whole unit. The theories that Residential Life uses are theories of organizations and campus environments, typology theories and models, and student success theories. All of these theories have the main focus to improve on student life outside of the classroom. Residential Life aims to provide complex learning by giving students the opportunities to make friends, be part of a groups or a clubs, play a sports, and much more. Living in dorms teaches them how to deal with every day situations in classrooms or outside. Students will be able to be â€Å"able to apply acquired knowledge to everyday situations, able to communicate clearly and effectively, acts responsibly to others, is civic minded, understands and appreciates those of other nationalities and cultures, is self-aware, and has a sense of connectedness to the university†. (Brooks) Living in the dorms helps students prepare for life after college or university and enables them to apply the things they have learned to a variety of situations. References Belch, H. A. , Wilson, M. E. , Dunkel, N. (n. d. ). Cultures of success:recruiting and retaining new live-in residence life professionals. The College Student Affairs Journal, 27(2), 176-193. Brooks, S. E. (n. d. ). The connection between residence life and first-year student retention at the university of Pittsburgh. The Journal of College and University Student Housing, 37(1), 12-23. College and university residence halls purpose of residence halls, organization and administration, residence hall staffing, residence hall student government read more: College and university residence halls purpose of residence halls, organization and administration, residence hall staffing, residence hall student government. (n. d. ). Retrieved from.

Disney Corporation Losses EuroDisney Paris

Disney Corporation Losses EuroDisney Paris Cultural Euro Disney The word ‘management originated in America and ever since assumptions have been made about the universal acceptability and success of their business practices. There are a number of international ventures which have failed miserably due to Americans not considering the cultural aspects when entering into business in a new country. Euro Disney is a perfect example of the failure of American business processes in another country. The primary aim of this article is to explain how Euro Disney suffered the costs of cultural miscalculations. Geert Hofstedes work on culture has served as the theoretical basis of this article. His dimensions of culture have been used to explain differences in American and French cultures the problems that occurred at Euro Disney. American businesses make assumptions about the transferability of their business, management, marketing, economic and structural models of organizing which frequently fail to take into consideration cultural differences. An example of the consequences of such an approach to intercultural business practice can be found in the Disney Corporations recent European venture, now called Disneyland, Paris. Lack of cultural sensitivity and the negative infiltration strategy used by the Disney Corporation resulted in a great loss of time, money and reputation for which the corporation has only recently begun to compensate. It is the primary thesis of this article that the initial losses experienced by the Disney Corporation may have been prevented if only its representatives had known then what they know now: simply put, that organizations are not distinct, separate entities capable of functioning outside their physical, social and cultural environments. That insight, of course, calls for a different approach to international business, one which begins with the most basic aspect of human organizations, namely effective, meaningful, communicative interactions between people. As international business is becoming critically important in this world of globalization, so is the need to understand cultures, cross cultural psychology and people across nations. There is a lot of focus on cultural studies and plenty of research is done in this area. Yet, there is a lot of scope for further studies due to the gaps in the research. Today there are several models which help understand how people from different nations are expected to act; the one by Geert Hofstede has become the most influential (Hong, Zhang Stump 2007, p. 60) The cultural dimensions by Geert Hofstede have served as the specific theoretical framework for this study. Although there are many criticisms to the Hofsteds model and his dimensions yet there is no other study that compares so many other national cultures in so much detail. Simply this is the best there is. (Mead chapter 2: pg 51) With the advancements in communication and technology, the physical distance between countries is diminishing (Angur et al. , 1994; Jandt, 1995; Samovar and Potter, 1995). This physical distance is not the only thing that needs to be bridged in order to when practicing international commerce. Hofstedes dimensions reflect a nations value system. From further reading into this dissertation have tried to show how American business management tends to assume that they have the best business people that lead to them having the best business practices. While they may work very successfully in their or cultural setting, they do not work across borders. Importance of the study: Scope of the study: Why did you choose this topic? There are many studies that have been conducted in the area of cross cultural psychology, but none that have tried to connect the problems faced at Euro-Disney to Hofstedes dimensions. These dimensions have served as the specific theoretical framework for this study. Purpose, what are we trying to do These dimensions reflect a nations value system. Power distance and Uncertainty Avoidance affects how an organization is structured and how it functions. The two main problems that an organization can face are How to distribute power, and How to avoid uncertainty. Through this research, have tried to show how these two factors were taken for granted at Euro Disney. Furthermore, this research aims at studying the implications of the four dimensions on the working of MNCs and How will it help others and how can they use it for further research My work is a sincere effort to contribute to cultural literature. I hope it proves to be beneficial for further research studies. Overview of the study: Chapter 3 (Case of Euro Disney): This chapter describes all the stages of the research process in carrying out the present study. In particular this chapter gives a clear definition of the research method employed including sampling and data analysis. Chapter 2 (Literature review): This chapter will begin by outlining the existing literature on the concepts of brands, brand image, private brands and consumers perceptions toward private brands. Also in an attempt to meet the main research objective, the other areas (sub-objectives of this research study) such as  consumers attitudes preferences, brand loyalty, brand awareness toward private brands and positioning strategies of private brands have been rigorously discussed, which will provide full support to this research study. Chapter 4 (Discussion): This chapter discusses the results of the research, in particular, presenting statements made by informants with regards to themes that emerged from the transcripts. The chapter ends with a summary taking into account the exploratory nature of the research, and the importance of insight. Chapter 5 (Conclusion Recommendations): This chapter deals the conclusion of the present research study. It will be presented in light of research findings from Chapter 4. By referring to existing literature the discussion will highlight major findings in conjunction to identity development. At the end of the chapter, recommendations for further research will be given. Literature Review As Americans, the word â€Å"Euro† is believed to mean glamorous or exciting. For  Europeans it turned out to be a term they associated with business, currency, and  commerce. Renaming the park â€Å"Disneyland Paris† was a way of identifying it with one of the most romantic and exciting cities in the world (Eisner). Culture 500-700 Layers of culture 200 Cultural studies Cross cultural management 500-600 Importance of hrm in a cross cultural context International Business and importance of CCM Importance of culture in a international context 500 Theoretical background : Hofstedes diemsions of culture 1300 Case 1100 Reasons 1000 Discussion :using hotsedes dimensions explaining differences cross continents and cultures 2000 Conclusion 600-700 limitations of the study, limitations of hofsteds model American business leaders often assume that physical distance is the only gulf that needs to be bridged in international commerce. (473 pg1. last line) As a matter of fact bridging this gap is just one of the steps in international business. It is much more complicated and a number of factors need to be kept in mind. According to Adler (1986:13)in 473 it is the lack of academic interrogations by cultural scholars that has lead to ‘American parochialism Culture Culture is an umbrella word that encompasses a whole set of implicit, widely shared beliefs, traditions, values and expectations that characterize a particular group of people(Consumer behaviour in travel and tourism By Abraham Pizam, Yoel Mansfeld, p393). There are as many definitions of culture as there are people who have tried to define it. While some phrase it in terms of ‘metal programs others define it as the characteristics a person possesses. Hofstede (1994) defines culture as the collective programming of the mind which distinguishes the members of one group or category of people from another (p. 180). While according to Kroeber and Parsons, culture is transmitted and created content and patterns of values, ideas and other symbolically meaningful systems as factor in the shaping of human behaviour and the artifacts produced through behaviour(pdf 473 page 2) According to Schein culture is ‘A pattern of shared basic assumptions that the group learned as it solved its problems of external adaptation and internal integration, that has worked well enough to be considered valid and, therefore, to be taught to new members as the correct way you perceive, think, and feel in relation to those problems. Organizational Culture Leadership by Edgar H Schein October 1996. According to Schein Culture exists at three levels, artifacts, exposed values and basic assumptions. Pizam (1993) also believes that there are levels of culture in the society. Firms and organizations are a part of the society/system and thus culture has an impact on them. Pizam argues that organizations are culture-bound, rather than being culture-free (Pizam, 1993: p. 219)-MMp2 Today there is growing importance of culture in cross border interactions. The role of human resources is very crucial as well. Effective human resource decisions and cultural sensitivity form two pillars for the success of an international business venture. The phrase ‘Cross cultural management was first coined by †¦in the year†¦. There are examples of companies who failed due to HRs ignorance and cultural miscalculations. Theoretical background:- Hofstedes Dimensions Cultural dimensions by halls,trompenars, hofstedes, globe study. Although there are many criticisms to the Hofsteds model and his dimensions yet there is no other study that compares so many other national cultures in so much detail . Simply this is the best there is. ( Mead chapter 2: pg 51) As international business is becoming critically important in this world of globalization, so is the need to understand cultures and people across nations. There is a lot of focus on cultural studies and plenty of research is done in this area still there is a lot of scope for further studies due to gaps in research. Today there are several models which help understand how people from different nations are expected to act, the one by Geert Hofstede has become the most influential (Hong, Zhang Stump 2007, p. 60) Hofstedes Dimensions of national culture- Power Distance Index (PDI): Large versus Small power distance The basis for this dimension is the fact that inequality exists at all levels and areas of the society. Inequality exists in areas such as wealth, social status, power and prestige. The word ‘power distance is taken from the work of Mulder (Reference hofstede p71). According to Mulders Power Distance Reduction theory, subordinated try to reduce the gap in power between them and their superiors. On the other hand the superiors try to maintain or increase the power distance. The PDI norm deals with the desirability or undesirability of dependence versus independence in society (Hofstede p. 93). Power distance is described as the degree to which there is unequal distribution of power in a society. This is accepted by the members of a society, organizations and nations which are less or more powerful. Behaviour of members of such institution is affected by the degree of power they posses. A high power distance index is characterized by hierarchical orders, close supervision, autocratic decision making and unequal distribution of power. Everybody has a place in the system which needs no clarification or justification. According to Hofstedes dimensions, Malaysia has the highest score on power distance (104) thus implying that the management would use a top-down information flow and there would be autocratic and paternalistic decision making. In a low PDI society, subordinates with the senior management together make decisions and have strong work ethics. It is characterised by equal distribution of power. Sweden is low on PDI (31)Individualism versus Collectivism (IDV) It deals with how members of a society view themselves compared to the rest of the society and is measured from completely collective (0) to completely individualistic (100). Individualism stands for a preference for a loosely knit social framework in society wherein individuals are supposed to take care of themselves and their immediate families only. Collectivism, on the other hand, stands for a preference for a tightly knit social framework in which individuals can expect their relatives, clan, or other in-group to look after them in exchange for unquestioning loyalty (it will be clear that the word collectivism is not used here to describe any particular political system). Hofstedes own definition is:Individualism pertains to societies in which the ties between the individuals are loose: everyone is expected to look after himself or herself and his or her immediate family. Collectivism as its opposite pertains to societies in which people from birth onward are integrated into strong, cohesive in-groups, which throughout peoples lifetimes continue to protect them in exchange for unquestioning loyalty. † Hofstede Hofstede, 2005, p. 76 The fundamental issue addressed by this dimension is the degree of interdependence a society maintains among individuals: an extremely fundamental issue, regarding all societies in the world. It relates to peoples self-concept: T or we Thus, typical traits of countries scoring high on individualism is a frequent use of the word I (in comparison to emitting it, like in Spanish), tendency to live in small households and the expectation on people to have personal opinions on most matters. The three highest scoring countries in the original study were USA (91), Australia (90) and Great Britain (89) whereas the lowest scoring countries were Guatemala (6), Ecuador (8) and Panama (11) (Hofstede Hofstede, 2005, pp. 78-79). Masculinity (MAS) versus Femininity Masculinity stands for a preference in society for achievement, heroism,assertiveness, and material success. Its opposite, Femininity, stands for a preference for relationships, modesty, caring for the weak, and the quality of life. Hofstedes definition goes as follows; â€Å"A society is called masculine when emotional gender roles are clearly distinct: men are supposed to be assertive, tough, and focused on material success, whereas women are supposed to be more modest, tender, and concerned with the quality of life. A society is called feminine when emotional gender roles overlap; both men and women are supposed to be modest, tender, and concerned with the quality of life. †Hofstede Hofstede, 2005, p. 120 Masculinity versus Femininity (MAS) is somewhat unluckily named, since the name tends to give people associations with highly political matters although the dimension doesnt deal with those. A better name might have been Gender role stability, since this is what the dimension actually deals with. This fundamental issue addressed by this dimension is the way in which a society allocates social (as opposed to biological) roles to the sexes. Some societies strive for maximum social differentiation between the sexes. The norm is then that men are given the more outgoing, assertive roles and women the caring, nurturing roles. As in all societies most institutions are populated by men. Such maximum-social-differentiation societies will permeate their institutions with an assertive mentality. Such societies become performance societies evident even from the values of their women. these societies are referred to as masculine. (In the English language, male and female are used for the biological distinctions between the sexes; masculine and feminine for the social distinction. A man can be feminine, but he cannot be female. ) Other societies strive for minimal social differentiation between the sexes. This means that some women can take assertive roles if they want to but especially that some men can take relationship-oriented, modest, caring roles if they want to. Even in these societies, most institutions are populated by men (maybe slightly less than in masculine societies). The minimum-social-differentiation societies in comparison with their opposite, the maximum-social-differentiation societies, will permeate their institutions with a caring, quality-of-life orientated mentality. Such societies become welfare societies in which caring for all members, even the weakest, is an important goat for men as well as women. such societies are referred to as feminine. Masculine and feminine are relative qualifications: they express the relative frequency of values which in principle are present in both types of societies. The fact that even modern societies can be differentiated on the basis of the way they allocate their social sex role is not surprising in the light of anthropological research on non-literate, traditional societies in which the social sex role allocation is always one of the essential variables. Like the Individualism-Collectivism dimension, the Masculinity-Femininity dimension relates to peoples self-concept: who am l and what is my task in life? MAS is the only dimension where there are systematic differences between the biological genders in how they answer. The difference is correlated with two factors; age (older people tend to score more on the feminine side) and how masculine the country is overall (in feminine cultures both genders tend to score equally, whereas men score much higher than women in masculine cultures) (Hofstede Hofstede, 2005). Masculinity is represented by the high end of the scale. The three highest scoring countries in the original study were Japan (95), Austria (79) and Venezuela (73) whereas the lowest scoring countries were Sweden (5), Norway (8) and the Netherlands (14). (Hofstede Hofstede, 2005, pp. 120-121). Uncertainty Avoidance Index (UAI) Uncertainty Avoidance is the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. This feeling leads them to beliefs promising certainty and to maintaining institutions protecting conformity. Strong Uncertainty Avoidance societies maintain rigid codes of belief and behaviour and are intolerant towards deviant persons and ideas. They try to minimize the possibility of unstructured situations (situations that are novel, unknown, surprising, and different from usual) by strict laws and rules, safety and security measures, and on the philosophical and religious level by a belief in absolute Truth; there can only be one Truth and we have it. People in uncertainty avoiding countries are also more emotional, and motivated by inner nervous energy. Weak Uncertainty Avoidance societies maintain a more relaxed atmosphere in which practice counts more than principles and deviance is more easily tolerated. They are more tolerant of opinions different from what they are used to; they try to have as few rules as possible, and on the philosophical and religious level they are relativist and allow many currents to flow side by side. People within these cultures are more phlegmatic and contemplative, and not expected by their environment to express emotions The UAI deals with how people within a given culture handle anxiety. It needs to be stressed that UAI is not the same as risk avoidance risk is focused on something specific whereas UAI deals with the unspecific general. The definition of UAI is â€Å"the extent to which the members of a culture feel threatened by ambiguous or unknown situations† (Hofstede Hofstede, 2005, p. 167). The fundamental issue addressed by this dimension is how a society reacts on the fact that time only runs one way and that the future is unknown: whether it tries to control the future or to let it happen. Like Power Distance, Uncertainty Avoidance has consequences for the way people build their institutions and organizations. Typical of countries with high UAI is a need for written and unwritten rules. The three highest scoring countries in the original study were Greece (112), Portugal (104) and Guatemala (101) whereas the lowest scoring countries were Singapore (8), Jamaica (13) and Denmark (23) (Hofstede Hofstede, 2005). Long-Term Orientation (LTO) versus Short-Term Orientation This fifth dimension was found in a study among students in 23 countries around the world, using a questionnaire designed by Chinese scholars. It can be said to deal with Virtue regardless of Truth. Values associated with Long Term Orientation are thrift and perseverance; values associated with Short Term Orientation are respect for tradition, fulfilling social obligations, and protecting ones face. Both the positively and the negatively rated values of this dimension are found in the teachings of Confucius, the most influential Chinese philosopher who lived around 500 B. C. ; however, the dimension also applies to countries without a Confucian heritage. The dimension was defined by Hofstede as:â€Å" Long-term orientation (LTO) stands for the fostering of virtues oriented toward future rewards in particular, perseverance and thrift. Its opposite pole, short-term orientation, stands for, the fostering of virtues related to the past and present in particular, respect for tradition, preservation of â€Å"face†, and fulfilling social obligations. † Hofstede Hofstede, 2005, p. 210 Cultures that score high on LTO tend to have so called Confucian values and not surprisingly the three highest scoring countries in the Bond-Hofstede study were China (118), Hong Kong (96) and Taiwan (87). The lowest scoring countries were Pakistan (0), Nigeria (16) and the Philippines (19) (Hofstede Hofstede, 2005). The case of Euro Disney Its first of Walt Disneys theme park, Disneyland, opened in Anaheim, California, in 1955. The Anaheim Park was an instantaneous success. The success story repeated itself with the opening of the theme park in Florida in 1970s, and with Tokyo Disneyland in Japan in 1983. Japans success made the corporates believe that they knew everything about opening a theme park in another country and making it a success. So, in 1992, they turned to Paris, the self-proclaimed capital of European high culture and style. Paris was chosen out of 200 locations around the world because of its demographics and the subsidies Walt Disney was offered by the French government. The Greater Paris area  was a high-density population zone (over 10 million) with people who had a relatively high level of disposable income. It also has the ability to attract substantial number of tourists. There was sufficient land available to meet the demand of the park and necessary supply of water and electricity was economical. The French government was very enthusiastic about getting Disney to Paris because they believed that the project would create 30,000 French jobs. They also gave the company more than $1 billion in various incentives. The Walt Disney had tasted nothing but success until 1992. From its very inception, Euro-Disney faced a number of problems. First was the allegation that Euro-Disney was an assault on the French culture. The cause: lack of cultural sensitivity. People looked at it as a symbol of American clichà ©s. The French framers even blocked the entrance with their tractors on the day of its opening. It was evident that the human resource department had done everything possible to ignore the aspects of cultural awareness and had misunderstood the French laws. They overlooked the traditions and habits of the French people when strategizing the park and how it would operate. The ethnocentric recruiting practice was one of their biggest mistakes. If a company follows ethnocentric hiring practices, the employees of a multinational company who are from the home country will be given preference. Following this, Euro-Disney filled all important positions with employees from the home America. The chairman of Euro Disney was an American who was said to have strong ties with France. What they did not realize was the fact that because he had strong ties with France did not mean he thought like the French. Because of this, they went on to implement Euro-Disney without much consideration to local culture. They filed to credit the local employees for their contribution to the initial planning process. Recognizing performance is the basis for building an affinity to the workplace and a sense of belonging. When operating in a culturally different environment, it is important that a company ‘act globally, but think locally. This was Disneys biggest mistake. They refused to acknowledge the fact that Europe and USA were both ‘Western cultures, but starkly different in their cultures. The theme parks in America did not serve any alcohol, but for the French, serving a glass of wine with lunch was a given. While the French culture is feminine in nature, the American is Masculine. Disney assumed that Europeans would not take breakfast and so they downsized the operation, but surprisingly Europeans did want breakfast. More surprising was the fact that did not want the typical French breakfast. They wanted bacon and eggs! Another big problem was the while Disney was successful in hitting the planned 9 million visitors a year mark, the visitors didnt stay for as long as expected. Most stayed for a day or two as opposed to the four to five days that Disney had hoped for. Europeans thought of theme parks as a full day excursion and not as a weekend destination. The company had spent billions of dollars building the luxurious hotels but because people opted for day excursions, the occupancy levels at the hotels were always low. Because of this, Euro-Disneyland had cumulative losses of $2 billion at the end of 1994[1]. Almost everything that Walt Disney had projected for Euro-Disney was the complete opposite of the reality in Europe. A puzzle of errors: miscalculating everything! Here are the factors that led to the downfall of Euro-Disney from the very start. I have discussed these in detail as we move further into the dissertation. Still beset by high costs and low attendances, Euro Disney will find it hard to hit its target of breakeven by the end of September 1996. Costs in the year were reduced by FF 500m by introducing more flexible labour agreements (more part-timers, increased job sharing and the use of more students in the peak season) as well as outsourcing contracts in the hotel operation. But the company admits that the lions share of cost reductions has now been realized. Now it hopes attendances are rising. . . Getting people to spend more once they are at the park might be more difficult. Euro Disney is pinning its hopes on economic recovery in Europe. Itll have to start paying interest, management fees and royalties again in five years time. Management will not say whether itll be able to cope then. 1 â€Å"Euro Disney,† Financial Times Lex column, 30 October 1996(14ED) 1. Miscalculation of drinking habits. Misunderstanding French drinking habits was a serious problem faced by Euro Disney. The management decided to continue with their policy of not serving alcohol in their theme park. Though it worked well in other places but the same did not hold true for Euro Disney. It rather proved to be disastrous because a French meal is incomplete without a wine. Wine is an essential part of the French Culture and is famous all over the world. This miscalculation became a cause of astonishment and consequently the company had to change its policy and serve alcohol. 2. Misunderstanding of breakfast and food norms. Disneys fault of ignoring the cultural differences in food made them commit another blunder. Disney believed that like Americans French would also prefer snacks and hence they downsized their restaurants. This proved to be a wrong decision because French preferred to sit down and eat complete meals rather than carrying away snacks in their hand like Americans. In fact, the data shows that they were trying to serve 2,500 breakfasts in a 350-seat restaurant at some of the hotels. Further, guests wanted bacon and eggs rather than just coffee and croissants (Burgoyne, 1995). This difference between the companys thinking and the actual French culture lead to long lines in front of the restaurants and on top of it when French were denied wine it complicated the matter even further and on the whole French did not have a pleasant â€Å"Disney experience†. 3. Misunderstanding of vacation habits. The Walt Disneys thinking of Americanize European habits put them into another trouble. The company miscalculated the vacation time because the Europeans preferred few longer holidays in comparison with the Americans who took several short breaks. So the companys theory of Americanizing brought loss to them. 4. Miscalculation of per-capita spending. Insufficient market research lead to miscalculation of the per capita spending by the visitors at the park. While the Americans and Japanese who never left the park empty handed, the Europeans did. The European visitors wanted to spend more time on the rides rather than shopping for food and souvenirs which resulted in lower expected revenue. As a matter of Fact spending was about 12% less than predicted. [ ] 5. Miscalculation of transportation preferences. There was a big miscalculation in the transport preferences which was again due to the non- understanding of the differences in the American and the European culture. While availability of boats, trams and trains proved to be beneficial  to carry visitors in America from their hotels to the park but with the Europeans this was not the case. Most of the Europeans preferred to walk . Also, as per the calculation it was assumed that most of the Europeans would travel by their own vehicles and hence a lot of parking space was allotted for the cars. Whereas most of the Europeans came by buses and bicycles and the facilities for the bus drivers to park their buses and the rest came out be inadequate and as a result the company was forced to reduce the space for parking lots and provide more space for the buses and the bicycles. 6. Misunderstanding of French labor laws. 7. Violation of French labor law. 8. Miscalculation of risk factor 9. Incorrect global staffing policies and hr orientations :Ethnocentric and polycentric 2. Misunderstanding French traditions and habits: celebrating Halloween instead of French festivals. 3. Nationalistic sentiments of  French people: Change in name from Euro Disney to Disneyland Paris 4. Staffing and training problems 5. Rigid Disney dress code 6. Operational errors 7. Labour costs 8. Labour disputes 9. communication problems 10. cultural operational issues Power distance  · Incorrect global staffing policies and hr orientations: Ethnocentric and polycentric The French were confused when Disney appointed mostly American-born managers into the front-line supervisory positions at Euro Disneyland many of whom were not fluent in the French language. Individualism  · Rigid Disney dress code  · threatening highly individualistic French cultural traditions Individualism is the cultural dimension that measures to what extent people to look after themselves and their immediate family members only Americas individualism score of 91 is the highest in the world. Frances score of 71 is also high, 65% more than t Disney Corporation Losses EuroDisney Paris Disney Corporation Losses EuroDisney Paris Cultural Euro Disney The word ‘management originated in America and ever since assumptions have been made about the universal acceptability and success of their business practices. There are a number of international ventures which have failed miserably due to Americans not considering the cultural aspects when entering into business in a new country. Euro Disney is a perfect example of the failure of American business processes in another country. The primary aim of this article is to explain how Euro Disney suffered the costs of cultural miscalculations. Geert Hofstedes work on culture has served as the theoretical basis of this article. His dimensions of culture have been used to explain differences in American and French cultures the problems that occurred at Euro Disney. American businesses make assumptions about the transferability of their business, management, marketing, economic and structural models of organizing which frequently fail to take into consideration cultural differences. An example of the consequences of such an approach to intercultural business practice can be found in the Disney Corporations recent European venture, now called Disneyland, Paris. Lack of cultural sensitivity and the negative infiltration strategy used by the Disney Corporation resulted in a great loss of time, money and reputation for which the corporation has only recently begun to compensate. It is the primary thesis of this article that the initial losses experienced by the Disney Corporation may have been prevented if only its representatives had known then what they know now: simply put, that organizations are not distinct, separate entities capable of functioning outside their physical, social and cultural environments. That insight, of course, calls for a different approach to international business, one which begins with the most basic aspect of human organizations, namely effective, meaningful, communicative interactions between people. As international business is becoming critically important in this world of globalization, so is the need to understand cultures, cross cultural psychology and people across nations. There is a lot of focus on cultural studies and plenty of research is done in this area. Yet, there is a lot of scope for further studies due to the gaps in the research. Today there are several models which help understand how people from different nations are expected to act; the one by Geert Hofstede has become the most influential (Hong, Zhang Stump 2007, p. 60) The cultural dimensions by Geert Hofstede have served as the specific theoretical framework for this study. Although there are many criticisms to the Hofsteds model and his dimensions yet there is no other study that compares so many other national cultures in so much detail. Simply this is the best there is. (Mead chapter 2: pg 51) With the advancements in communication and technology, the physical distance between countries is diminishing (Angur et al. , 1994; Jandt, 1995; Samovar and Potter, 1995). This physical distance is not the only thing that needs to be bridged in order to when practicing international commerce. Hofstedes dimensions reflect a nations value system. From further reading into this dissertation have tried to show how American business management tends to assume that they have the best business people that lead to them having the best business practices. While they may work very successfully in their or cultural setting, they do not work across borders. Importance of the study: Scope of the study: Why did you choose this topic? There are many studies that have been conducted in the area of cross cultural psychology, but none that have tried to connect the problems faced at Euro-Disney to Hofstedes dimensions. These dimensions have served as the specific theoretical framework for this study. Purpose, what are we trying to do These dimensions reflect a nations value system. Power distance and Uncertainty Avoidance affects how an organization is structured and how it functions. The two main problems that an organization can face are How to distribute power, and How to avoid uncertainty. Through this research, have tried to show how these two factors were taken for granted at Euro Disney. Furthermore, this research aims at studying the implications of the four dimensions on the working of MNCs and How will it help others and how can they use it for further research My work is a sincere effort to contribute to cultural literature. I hope it proves to be beneficial for further research studies. Overview of the study: Chapter 3 (Case of Euro Disney): This chapter describes all the stages of the research process in carrying out the present study. In particular this chapter gives a clear definition of the research method employed including sampling and data analysis. Chapter 2 (Literature review): This chapter will begin by outlining the existing literature on the concepts of brands, brand image, private brands and consumers perceptions toward private brands. Also in an attempt to meet the main research objective, the other areas (sub-objectives of this research study) such as  consumers attitudes preferences, brand loyalty, brand awareness toward private brands and positioning strategies of private brands have been rigorously discussed, which will provide full support to this research study. Chapter 4 (Discussion): This chapter discusses the results of the research, in particular, presenting statements made by informants with regards to themes that emerged from the transcripts. The chapter ends with a summary taking into account the exploratory nature of the research, and the importance of insight. Chapter 5 (Conclusion Recommendations): This chapter deals the conclusion of the present research study. It will be presented in light of research findings from Chapter 4. By referring to existing literature the discussion will highlight major findings in conjunction to identity development. At the end of the chapter, recommendations for further research will be given. Literature Review As Americans, the word â€Å"Euro† is believed to mean glamorous or exciting. For  Europeans it turned out to be a term they associated with business, currency, and  commerce. Renaming the park â€Å"Disneyland Paris† was a way of identifying it with one of the most romantic and exciting cities in the world (Eisner). Culture 500-700 Layers of culture 200 Cultural studies Cross cultural management 500-600 Importance of hrm in a cross cultural context International Business and importance of CCM Importance of culture in a international context 500 Theoretical background : Hofstedes diemsions of culture 1300 Case 1100 Reasons 1000 Discussion :using hotsedes dimensions explaining differences cross continents and cultures 2000 Conclusion 600-700 limitations of the study, limitations of hofsteds model American business leaders often assume that physical distance is the only gulf that needs to be bridged in international commerce. (473 pg1. last line) As a matter of fact bridging this gap is just one of the steps in international business. It is much more complicated and a number of factors need to be kept in mind. According to Adler (1986:13)in 473 it is the lack of academic interrogations by cultural scholars that has lead to ‘American parochialism Culture Culture is an umbrella word that encompasses a whole set of implicit, widely shared beliefs, traditions, values and expectations that characterize a particular group of people(Consumer behaviour in travel and tourism By Abraham Pizam, Yoel Mansfeld, p393). There are as many definitions of culture as there are people who have tried to define it. While some phrase it in terms of ‘metal programs others define it as the characteristics a person possesses. Hofstede (1994) defines culture as the collective programming of the mind which distinguishes the members of one group or category of people from another (p. 180). While according to Kroeber and Parsons, culture is transmitted and created content and patterns of values, ideas and other symbolically meaningful systems as factor in the shaping of human behaviour and the artifacts produced through behaviour(pdf 473 page 2) According to Schein culture is ‘A pattern of shared basic assumptions that the group learned as it solved its problems of external adaptation and internal integration, that has worked well enough to be considered valid and, therefore, to be taught to new members as the correct way you perceive, think, and feel in relation to those problems. Organizational Culture Leadership by Edgar H Schein October 1996. According to Schein Culture exists at three levels, artifacts, exposed values and basic assumptions. Pizam (1993) also believes that there are levels of culture in the society. Firms and organizations are a part of the society/system and thus culture has an impact on them. Pizam argues that organizations are culture-bound, rather than being culture-free (Pizam, 1993: p. 219)-MMp2 Today there is growing importance of culture in cross border interactions. The role of human resources is very crucial as well. Effective human resource decisions and cultural sensitivity form two pillars for the success of an international business venture. The phrase ‘Cross cultural management was first coined by †¦in the year†¦. There are examples of companies who failed due to HRs ignorance and cultural miscalculations. Theoretical background:- Hofstedes Dimensions Cultural dimensions by halls,trompenars, hofstedes, globe study. Although there are many criticisms to the Hofsteds model and his dimensions yet there is no other study that compares so many other national cultures in so much detail . Simply this is the best there is. ( Mead chapter 2: pg 51) As international business is becoming critically important in this world of globalization, so is the need to understand cultures and people across nations. There is a lot of focus on cultural studies and plenty of research is done in this area still there is a lot of scope for further studies due to gaps in research. Today there are several models which help understand how people from different nations are expected to act, the one by Geert Hofstede has become the most influential (Hong, Zhang Stump 2007, p. 60) Hofstedes Dimensions of national culture- Power Distance Index (PDI): Large versus Small power distance The basis for this dimension is the fact that inequality exists at all levels and areas of the society. Inequality exists in areas such as wealth, social status, power and prestige. The word ‘power distance is taken from the work of Mulder (Reference hofstede p71). According to Mulders Power Distance Reduction theory, subordinated try to reduce the gap in power between them and their superiors. On the other hand the superiors try to maintain or increase the power distance. The PDI norm deals with the desirability or undesirability of dependence versus independence in society (Hofstede p. 93). Power distance is described as the degree to which there is unequal distribution of power in a society. This is accepted by the members of a society, organizations and nations which are less or more powerful. Behaviour of members of such institution is affected by the degree of power they posses. A high power distance index is characterized by hierarchical orders, close supervision, autocratic decision making and unequal distribution of power. Everybody has a place in the system which needs no clarification or justification. According to Hofstedes dimensions, Malaysia has the highest score on power distance (104) thus implying that the management would use a top-down information flow and there would be autocratic and paternalistic decision making. In a low PDI society, subordinates with the senior management together make decisions and have strong work ethics. It is characterised by equal distribution of power. Sweden is low on PDI (31)Individualism versus Collectivism (IDV) It deals with how members of a society view themselves compared to the rest of the society and is measured from completely collective (0) to completely individualistic (100). Individualism stands for a preference for a loosely knit social framework in society wherein individuals are supposed to take care of themselves and their immediate families only. Collectivism, on the other hand, stands for a preference for a tightly knit social framework in which individuals can expect their relatives, clan, or other in-group to look after them in exchange for unquestioning loyalty (it will be clear that the word collectivism is not used here to describe any particular political system). Hofstedes own definition is:Individualism pertains to societies in which the ties between the individuals are loose: everyone is expected to look after himself or herself and his or her immediate family. Collectivism as its opposite pertains to societies in which people from birth onward are integrated into strong, cohesive in-groups, which throughout peoples lifetimes continue to protect them in exchange for unquestioning loyalty. † Hofstede Hofstede, 2005, p. 76 The fundamental issue addressed by this dimension is the degree of interdependence a society maintains among individuals: an extremely fundamental issue, regarding all societies in the world. It relates to peoples self-concept: T or we Thus, typical traits of countries scoring high on individualism is a frequent use of the word I (in comparison to emitting it, like in Spanish), tendency to live in small households and the expectation on people to have personal opinions on most matters. The three highest scoring countries in the original study were USA (91), Australia (90) and Great Britain (89) whereas the lowest scoring countries were Guatemala (6), Ecuador (8) and Panama (11) (Hofstede Hofstede, 2005, pp. 78-79). Masculinity (MAS) versus Femininity Masculinity stands for a preference in society for achievement, heroism,assertiveness, and material success. Its opposite, Femininity, stands for a preference for relationships, modesty, caring for the weak, and the quality of life. Hofstedes definition goes as follows; â€Å"A society is called masculine when emotional gender roles are clearly distinct: men are supposed to be assertive, tough, and focused on material success, whereas women are supposed to be more modest, tender, and concerned with the quality of life. A society is called feminine when emotional gender roles overlap; both men and women are supposed to be modest, tender, and concerned with the quality of life. †Hofstede Hofstede, 2005, p. 120 Masculinity versus Femininity (MAS) is somewhat unluckily named, since the name tends to give people associations with highly political matters although the dimension doesnt deal with those. A better name might have been Gender role stability, since this is what the dimension actually deals with. This fundamental issue addressed by this dimension is the way in which a society allocates social (as opposed to biological) roles to the sexes. Some societies strive for maximum social differentiation between the sexes. The norm is then that men are given the more outgoing, assertive roles and women the caring, nurturing roles. As in all societies most institutions are populated by men. Such maximum-social-differentiation societies will permeate their institutions with an assertive mentality. Such societies become performance societies evident even from the values of their women. these societies are referred to as masculine. (In the English language, male and female are used for the biological distinctions between the sexes; masculine and feminine for the social distinction. A man can be feminine, but he cannot be female. ) Other societies strive for minimal social differentiation between the sexes. This means that some women can take assertive roles if they want to but especially that some men can take relationship-oriented, modest, caring roles if they want to. Even in these societies, most institutions are populated by men (maybe slightly less than in masculine societies). The minimum-social-differentiation societies in comparison with their opposite, the maximum-social-differentiation societies, will permeate their institutions with a caring, quality-of-life orientated mentality. Such societies become welfare societies in which caring for all members, even the weakest, is an important goat for men as well as women. such societies are referred to as feminine. Masculine and feminine are relative qualifications: they express the relative frequency of values which in principle are present in both types of societies. The fact that even modern societies can be differentiated on the basis of the way they allocate their social sex role is not surprising in the light of anthropological research on non-literate, traditional societies in which the social sex role allocation is always one of the essential variables. Like the Individualism-Collectivism dimension, the Masculinity-Femininity dimension relates to peoples self-concept: who am l and what is my task in life? MAS is the only dimension where there are systematic differences between the biological genders in how they answer. The difference is correlated with two factors; age (older people tend to score more on the feminine side) and how masculine the country is overall (in feminine cultures both genders tend to score equally, whereas men score much higher than women in masculine cultures) (Hofstede Hofstede, 2005). Masculinity is represented by the high end of the scale. The three highest scoring countries in the original study were Japan (95), Austria (79) and Venezuela (73) whereas the lowest scoring countries were Sweden (5), Norway (8) and the Netherlands (14). (Hofstede Hofstede, 2005, pp. 120-121). Uncertainty Avoidance Index (UAI) Uncertainty Avoidance is the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. This feeling leads them to beliefs promising certainty and to maintaining institutions protecting conformity. Strong Uncertainty Avoidance societies maintain rigid codes of belief and behaviour and are intolerant towards deviant persons and ideas. They try to minimize the possibility of unstructured situations (situations that are novel, unknown, surprising, and different from usual) by strict laws and rules, safety and security measures, and on the philosophical and religious level by a belief in absolute Truth; there can only be one Truth and we have it. People in uncertainty avoiding countries are also more emotional, and motivated by inner nervous energy. Weak Uncertainty Avoidance societies maintain a more relaxed atmosphere in which practice counts more than principles and deviance is more easily tolerated. They are more tolerant of opinions different from what they are used to; they try to have as few rules as possible, and on the philosophical and religious level they are relativist and allow many currents to flow side by side. People within these cultures are more phlegmatic and contemplative, and not expected by their environment to express emotions The UAI deals with how people within a given culture handle anxiety. It needs to be stressed that UAI is not the same as risk avoidance risk is focused on something specific whereas UAI deals with the unspecific general. The definition of UAI is â€Å"the extent to which the members of a culture feel threatened by ambiguous or unknown situations† (Hofstede Hofstede, 2005, p. 167). The fundamental issue addressed by this dimension is how a society reacts on the fact that time only runs one way and that the future is unknown: whether it tries to control the future or to let it happen. Like Power Distance, Uncertainty Avoidance has consequences for the way people build their institutions and organizations. Typical of countries with high UAI is a need for written and unwritten rules. The three highest scoring countries in the original study were Greece (112), Portugal (104) and Guatemala (101) whereas the lowest scoring countries were Singapore (8), Jamaica (13) and Denmark (23) (Hofstede Hofstede, 2005). Long-Term Orientation (LTO) versus Short-Term Orientation This fifth dimension was found in a study among students in 23 countries around the world, using a questionnaire designed by Chinese scholars. It can be said to deal with Virtue regardless of Truth. Values associated with Long Term Orientation are thrift and perseverance; values associated with Short Term Orientation are respect for tradition, fulfilling social obligations, and protecting ones face. Both the positively and the negatively rated values of this dimension are found in the teachings of Confucius, the most influential Chinese philosopher who lived around 500 B. C. ; however, the dimension also applies to countries without a Confucian heritage. The dimension was defined by Hofstede as:â€Å" Long-term orientation (LTO) stands for the fostering of virtues oriented toward future rewards in particular, perseverance and thrift. Its opposite pole, short-term orientation, stands for, the fostering of virtues related to the past and present in particular, respect for tradition, preservation of â€Å"face†, and fulfilling social obligations. † Hofstede Hofstede, 2005, p. 210 Cultures that score high on LTO tend to have so called Confucian values and not surprisingly the three highest scoring countries in the Bond-Hofstede study were China (118), Hong Kong (96) and Taiwan (87). The lowest scoring countries were Pakistan (0), Nigeria (16) and the Philippines (19) (Hofstede Hofstede, 2005). The case of Euro Disney Its first of Walt Disneys theme park, Disneyland, opened in Anaheim, California, in 1955. The Anaheim Park was an instantaneous success. The success story repeated itself with the opening of the theme park in Florida in 1970s, and with Tokyo Disneyland in Japan in 1983. Japans success made the corporates believe that they knew everything about opening a theme park in another country and making it a success. So, in 1992, they turned to Paris, the self-proclaimed capital of European high culture and style. Paris was chosen out of 200 locations around the world because of its demographics and the subsidies Walt Disney was offered by the French government. The Greater Paris area  was a high-density population zone (over 10 million) with people who had a relatively high level of disposable income. It also has the ability to attract substantial number of tourists. There was sufficient land available to meet the demand of the park and necessary supply of water and electricity was economical. The French government was very enthusiastic about getting Disney to Paris because they believed that the project would create 30,000 French jobs. They also gave the company more than $1 billion in various incentives. The Walt Disney had tasted nothing but success until 1992. From its very inception, Euro-Disney faced a number of problems. First was the allegation that Euro-Disney was an assault on the French culture. The cause: lack of cultural sensitivity. People looked at it as a symbol of American clichà ©s. The French framers even blocked the entrance with their tractors on the day of its opening. It was evident that the human resource department had done everything possible to ignore the aspects of cultural awareness and had misunderstood the French laws. They overlooked the traditions and habits of the French people when strategizing the park and how it would operate. The ethnocentric recruiting practice was one of their biggest mistakes. If a company follows ethnocentric hiring practices, the employees of a multinational company who are from the home country will be given preference. Following this, Euro-Disney filled all important positions with employees from the home America. The chairman of Euro Disney was an American who was said to have strong ties with France. What they did not realize was the fact that because he had strong ties with France did not mean he thought like the French. Because of this, they went on to implement Euro-Disney without much consideration to local culture. They filed to credit the local employees for their contribution to the initial planning process. Recognizing performance is the basis for building an affinity to the workplace and a sense of belonging. When operating in a culturally different environment, it is important that a company ‘act globally, but think locally. This was Disneys biggest mistake. They refused to acknowledge the fact that Europe and USA were both ‘Western cultures, but starkly different in their cultures. The theme parks in America did not serve any alcohol, but for the French, serving a glass of wine with lunch was a given. While the French culture is feminine in nature, the American is Masculine. Disney assumed that Europeans would not take breakfast and so they downsized the operation, but surprisingly Europeans did want breakfast. More surprising was the fact that did not want the typical French breakfast. They wanted bacon and eggs! Another big problem was the while Disney was successful in hitting the planned 9 million visitors a year mark, the visitors didnt stay for as long as expected. Most stayed for a day or two as opposed to the four to five days that Disney had hoped for. Europeans thought of theme parks as a full day excursion and not as a weekend destination. The company had spent billions of dollars building the luxurious hotels but because people opted for day excursions, the occupancy levels at the hotels were always low. Because of this, Euro-Disneyland had cumulative losses of $2 billion at the end of 1994[1]. Almost everything that Walt Disney had projected for Euro-Disney was the complete opposite of the reality in Europe. A puzzle of errors: miscalculating everything! Here are the factors that led to the downfall of Euro-Disney from the very start. I have discussed these in detail as we move further into the dissertation. Still beset by high costs and low attendances, Euro Disney will find it hard to hit its target of breakeven by the end of September 1996. Costs in the year were reduced by FF 500m by introducing more flexible labour agreements (more part-timers, increased job sharing and the use of more students in the peak season) as well as outsourcing contracts in the hotel operation. But the company admits that the lions share of cost reductions has now been realized. Now it hopes attendances are rising. . . Getting people to spend more once they are at the park might be more difficult. Euro Disney is pinning its hopes on economic recovery in Europe. Itll have to start paying interest, management fees and royalties again in five years time. Management will not say whether itll be able to cope then. 1 â€Å"Euro Disney,† Financial Times Lex column, 30 October 1996(14ED) 1. Miscalculation of drinking habits. Misunderstanding French drinking habits was a serious problem faced by Euro Disney. The management decided to continue with their policy of not serving alcohol in their theme park. Though it worked well in other places but the same did not hold true for Euro Disney. It rather proved to be disastrous because a French meal is incomplete without a wine. Wine is an essential part of the French Culture and is famous all over the world. This miscalculation became a cause of astonishment and consequently the company had to change its policy and serve alcohol. 2. Misunderstanding of breakfast and food norms. Disneys fault of ignoring the cultural differences in food made them commit another blunder. Disney believed that like Americans French would also prefer snacks and hence they downsized their restaurants. This proved to be a wrong decision because French preferred to sit down and eat complete meals rather than carrying away snacks in their hand like Americans. In fact, the data shows that they were trying to serve 2,500 breakfasts in a 350-seat restaurant at some of the hotels. Further, guests wanted bacon and eggs rather than just coffee and croissants (Burgoyne, 1995). This difference between the companys thinking and the actual French culture lead to long lines in front of the restaurants and on top of it when French were denied wine it complicated the matter even further and on the whole French did not have a pleasant â€Å"Disney experience†. 3. Misunderstanding of vacation habits. The Walt Disneys thinking of Americanize European habits put them into another trouble. The company miscalculated the vacation time because the Europeans preferred few longer holidays in comparison with the Americans who took several short breaks. So the companys theory of Americanizing brought loss to them. 4. Miscalculation of per-capita spending. Insufficient market research lead to miscalculation of the per capita spending by the visitors at the park. While the Americans and Japanese who never left the park empty handed, the Europeans did. The European visitors wanted to spend more time on the rides rather than shopping for food and souvenirs which resulted in lower expected revenue. As a matter of Fact spending was about 12% less than predicted. [ ] 5. Miscalculation of transportation preferences. There was a big miscalculation in the transport preferences which was again due to the non- understanding of the differences in the American and the European culture. While availability of boats, trams and trains proved to be beneficial  to carry visitors in America from their hotels to the park but with the Europeans this was not the case. Most of the Europeans preferred to walk . Also, as per the calculation it was assumed that most of the Europeans would travel by their own vehicles and hence a lot of parking space was allotted for the cars. Whereas most of the Europeans came by buses and bicycles and the facilities for the bus drivers to park their buses and the rest came out be inadequate and as a result the company was forced to reduce the space for parking lots and provide more space for the buses and the bicycles. 6. Misunderstanding of French labor laws. 7. Violation of French labor law. 8. Miscalculation of risk factor 9. Incorrect global staffing policies and hr orientations :Ethnocentric and polycentric 2. Misunderstanding French traditions and habits: celebrating Halloween instead of French festivals. 3. Nationalistic sentiments of  French people: Change in name from Euro Disney to Disneyland Paris 4. Staffing and training problems 5. Rigid Disney dress code 6. Operational errors 7. Labour costs 8. Labour disputes 9. communication problems 10. cultural operational issues Power distance  · Incorrect global staffing policies and hr orientations: Ethnocentric and polycentric The French were confused when Disney appointed mostly American-born managers into the front-line supervisory positions at Euro Disneyland many of whom were not fluent in the French language. Individualism  · Rigid Disney dress code  · threatening highly individualistic French cultural traditions Individualism is the cultural dimension that measures to what extent people to look after themselves and their immediate family members only Americas individualism score of 91 is the highest in the world. Frances score of 71 is also high, 65% more than t