The Reality of Science :: Psychology Essays

The Reality of Science Science is defined in the Merriam Webster dictionary as an area of knowledge that is an object of study. What is the object of scientific study? Through an adherence to the rules prescribed by the scientific method, researchers and students of the various scientific fields search for truths, as defined by what can be proven to really exist in short, they searching for what is real. It is the quest to define reality, for the direct of mastering it perhaps, to one day be able to manufacture reality in a vast warehouse in the likeness of the landscape-altering remnants that litter the hills and meadows of alter nations around the globe. Through extensive research, theorizing and endless testing, retesting, and further retesting, scientists seek the common goal of determining the reality composing an exhaustive array of materials. Science, as we estimate it today, was coaxed into consciousness by the ancient philosophers of Pre-Socratic fame. These legendary th inkers whiled away the days in deep contemplation regarding the nature and definition of reality. Out of the flames of the fire started by the investigations of Socrates, Plato, Aristotle, and others, a fork in the road arose along the journey in pursuit of reality. Science is seldom seen as a branch of philosophy, yet to deny its crosstie to philosophy would be to deny its own mother. Science has arisen from the epistemoligical branch of philosophy, that massive vine of the great oak tree that encompasses the pursuit of reality through the utilization of the quintette senses. This twisting, intertwining bough developed from the attempts by philosophers who sought to define reality through inspection, comparison, and logical deduction. Nothing is real but what can be felt, sensed, smelled, heard. This can be be by the famed question If a tree falls in the forest, but no one hears it, does it make a sound? Philosophers in any school of thought continue to struggle with this quest ion, which scientists have attempted to solve through methods of investigation. Still, the original question remains Is a sound really a sound if it is not heard? If there are two people in the forest who both hear the tree fall, yet because of thier respective locations they distinguish entirely different sounds, how do we decide which one is real? Can reality take on opposing characteristics? Can the same sound be at once muffled and booming?

Some Surrender :: English Literature

Some SurrenderI have recently read, analysed and enjoyed the of a sudden story SomeSurrender by Bernard Maclaverty. I found this story very enjoyable asthe authors background themes were portrayed through with(predicate) a memorable andinteresting dialogue in a thought provoking manner.The plot revolved around a hill walking commove for a father and son. Itstarts off with the climbing of the hill and the two catching up witheach other as they have not spoken in a long time. They arecelebrating the fathers 75th birthday. We hear of Roys the son failed affinity with his parents. This is due to his mothersdisapproval of him marrying a catholic cleaning woman and having a child out ofwedlock. She wasnt even a good catholic. Once at the top of thehill the two men share and question their views on the troubles inIreland. They also talk about Roys job and his road to success i.e.writing a book. We learn about their secret meetings and how they usethe rugby matches as an excuse. After wards, on their way down thehill, Roy realises how his father has aged and how fragile he hasbecome.I found that characterisation had a major incision to play in this proseas they each showed different political opinions and how these viewshave major effects on their lives.The father who has lived and worked in Belfast all his demeanor - isseventy five years of age and is getting on, although there is anobvious deterioration in health he is still fairly fit and has aspring in his step. He was an architect and had designed quite a fewhigh-rise buildings, all due for demolition within the side by side(p) few years.We hear that he has forever and a day been loyal to his wife and is well educatedI chose your mother. I didnt choose you. He stood by and respecthis wifes decision to disown their child, but he did not completelyreject him. His views on political matters are very prejudiced andbigoted, always being anti-catholic .The son - Roy - is forty four years old and is a fairly s uccessfulphotographer.I see your postcards all over the place. Supermarkets even.He has a book to be published and has got a new position working inDublin. Despite his good job, we learn that he did not work arduous inand came out of school with little or no qualifications.You failed because you didnt work hard enough.After twenty years, only now has Roy got an easy and relaxedrelationship with his father, despite his decision.

Summary of Communist Manifesto by Karl Marx Essay -- Karl Marx Communi

Summary of Communist Manifesto by Karl MarxIntroduction Karl Marx was born in 1818 into a middle-class, German family. During his studies, Marx was heavily influenced by the philosophical system of Hegel. He joined a group called the Young Hegelians. The group, though inspired by Hegel, was determined to champion the more radical aspects of the old masters system.i Though he was a strong scholar, he got into trouble because of his radical political views.ii In 1847, together with fellow German, Freidrich Engels, Marx wrote The Communist Manifesto. The Central Authority of the Communist League authorize The Communist Manifesto January of 1848, and the document began printing the next month.iii The manifesto was inspired by the emergence of the modern working class, he developed a wholly sensitive socialist outlook based upon the principle of socialism from below.iv In Marxs version of socialism, there were two central themes, one of which was that the working class had to give up themselves from their oppressors, and the other involved the working people overthrowing their current government to create a new, democratic society for themselves.vSummary of Section 1 Marx begins by video display that throughout all of history humans have divided themselves into certain ranks or classes. For example, in the Middle Ages social divisions were feudal lords, vassals, guild-masters, journeymen, apprentices, and serfs.vi As long as social stratification has existed, one group or groups have been the oppressor while another group or groups have been the oppressed. The fight that exists between the oppressed and the oppressor is particularize to end reconstruction of society triggered by revoluti... ...o of Karl Marx and Friedrich Engels.. New York Russell and Russell, 1963.vii Marxviii Marxix Marxx Marxxi Marxxii Marxxiii Marxxiv Marxxv Marxxvi Marxxvii Marxxviii Marxxix Marxxx Marxxxi Marx xxii Marxxxiii Marxxxiv Marxxxv Marxxxvi Bri ans, Paul. Study Guide for The Communist Manifesto. 15 March 2002 . LINKS TO http//www.wsu.edu8080/brians/hum_303/manifesto.html Study Guide for The Communist Manifesto. http//marxist.orghttp//www.anu.edu.au/polsci/marx/marx.htmlhttp//www.philosophypages.com/ph/marx.htmhttp//cepa.newschool.edu/het/profiles/marx.htmhttp//www.classicnote.com/ClassicNotes/Titles/communist/http//homepages.udayton.edu/santamar

The Process of Opening a Halfway House :: management, planning

There argon elements that should be considered in having a winning condescension proposal. These elements include Solutions, Benefits, Credibility & Samples and Tar take offed. Solution includes stating the needs and problems that could or would occur then one would give solutions that one could be implemented. Benefits would include an outlined plan as to what benefits to be gained in doing business with this particular halfway house. Credibility and Sample is having a familiarity with clients in the area or having had a previous experience that burn give a third-party endorsement that will give one the credibility. Targeted entails communication, which knows the correct language that is spoken by the intended clients that the business is trying to win. If the proposed clients are from an plan background or financial department then use the appropriate jargon.Lets say John from the time he was 14 historic period of age was on drugs in and out of juvenile homes. When John turned 18 years of age he commits a crime the sends him to prison where he spend the next 20 plus years of his life. Confined by concrete walls bob wired fences and being told when he could go to bed when to get out of bed. John is told when to eat and when not eat not even having a survival to what he can he eat his only choice is to eat what before him or not at all. The purpose of a halfway house or also called a recovery house is principally to allow people to begin the process of reintegration with society, where monitoring and support will be provided. This is to reduce the risk of recidivism or relapse where in most cases ex-convicts would be released directly back into society. The halfway houses that is being purposed is meant solely for the reintegration of persons who develop been recently released from prison or jail, others are meant for people with chronic mental health disorders, and others are for ex-convicts with substance abuse issues. Unlike a Sober halfway ho uses are many times a voluntary places for residence where most residents may have no criminal records whatsoever. There is more often opposition from neighborhoods where families are fearful of halfway houses attempted to locate in there neighborhoods.Typically work-release computer programme we utilize a halfway house instead of a high secure institution or facility for nighttime confinement and weekend supervision.

Abortion is Moral :: abortion argumentative persuasive argument

Abortion is Moral On the question of spontaneous abortion being moral, the answer is clearly that terminating a fetus life under sure circumstances is not only moral, but it is also our responsibility to terminate it if the quality of life is in question for the fetus. A second major agreement is that to declare abortion immoral would mean that we would have to consider the factor of how the c one timeption came about. This cannot and should not be done. Quality is a major factor in the question of the morality of abortion. When parents decide to keep or not keep a baby the issue of adoption does not play into this. The reason for this is that once the baby is born that the parents may change their mind if they want to keep it. Parents must decide at the onset of the pregnancy to decide if they can in good conscience bring a shaver into the world, if the answer is yes, and so people should proceed with the pregnancy and then determine whether they want to give t he child up for adoption. It is a parents moral responsibility to make sure that the environments which the child will be brought into will be healthy and supportive. It is a far great crime to treat a child poorly for eighteen years then it is to terminate a fetus that cannot think, feel or is aware of its existence. On the second point of making the way that conception occurred a non- factor I am not saying that having the babies of rapists or in cases of incest is okay. Still, for the argument that abortion is immoral, you must argue that the action is immoral, not the child. The child cannot be either at this point. If we are then talking about the act of abortion then who is to determine right and wrong. A court of law should have no place in this decision. The primary interests in this pregnancy should make the decision themselves. This would commonly be the parents of the fetus. The action in the case of rape is defiantly immoral, but the fetus is not. To say that the abortion is moral

Abortion is Moral :: abortion argumentative persuasive argument

Abortion is Moral On the brain of abortion being clean, the answer is understandably that terminating a fetus life under certain circumstances is not only moral, but it is also our responsibility to terminate it if the quality of life is in question for the fetus. A second major reason is that to declare abortion immoral would mean that we would have to consider the factor of how the conception came about. This cannot and should not be done. lumber is a major factor in the question of the morality of abortion. When parents decide to keep or not keep a baby the issue of toleration does not play into this. The reason for this is that once the baby is born that the parents may change their mind if they want to keep it. Parents must decide at the encroachment of the pregnancy to decide if they can in good conscience bring a child into the world, if the answer is yes, whence people should proceed with the pregnancy and then determine whether they want to give the c hild up for adoption. It is a parents moral responsibility to make sure that the environments which the child will be brought into will be healthy and supportive. It is a far greater crime to treat a child poorly for eighteen years then it is to terminate a fetus that cannot think, feel or is aware of its existence. On the second point of making the way that conception occurred a non- factor I am not tell that having the babies of rapists or in cases of incest is okay. Still, for the argument that abortion is immoral, you must argue that the action is immoral, not the child. The child cannot be either at this point. If we are then talking about the act of abortion then who is to determine right and wrong. A court of law should have no place in this decision. The primary interests in this pregnancy should make the decision themselves. This would normally be the parents of the fetus. The action in the case of rape is defiantly immoral, but the fetus is not. To say that the abortion is moral

Nespresso Co. Analysis

index finger PART 1 I. NESPRESSO AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group b. An institution of produce i. High quality Coffee ii. Designed Coffee machines iii. The Club iv. The Boutique Concept c. An Innovation of Business object lesson in the Coffee perseverance II. COUNTRY CLIMATE d. Cultural Environment v. Art vi. Architecture vii. Literature viii. Music ix. Media x. Science e. Social environs xi. Labor law xii. Social defense xiii. Swiss work permits xiv. Hofstedes model applied to Switzer go through f. Economic environment xv.Economic indicators g. Political Environment xvi. frequent Background xvii. Political structure xviii. Policy issues xix. im poppycock policy III. publicise REGULATION I. NESPRESSO AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group Nestle is wiz of the fully grownst solid food and food Company in the world, and spherical leader in the chew market umber. The firms outline is in the main based on innovation. always looking for upstart market to enter in or new product to develop, Nestle has a patch of pi ier in al to the highest degree the food and nutrition market.The main objective of this st calculategy is to be, and stay, in the leadership position and benefit from the first mover advant scathe. The burnt umber market is a remarkable modeling of this aspect of Nestles schema. Nestle was the first to propose instant coffee and this particular product brought the company to the position of leader on the mass coffee market. The second success of Nestle in the coffee market is the launching of Nespresso, a subsidiary company (but with al well-nigh a complete autonomy) specialized in Espresso.The initial strategy of Nespresso, launched in Italy, Switzerland and Japan, was to focus on the professional market (Business to Business) and tar stay put the lodgeaurants and bureaus in order to sell machines and capsules. This orientation w as a quantity failure and Nespresso had to rethink its strategy. That is why they developed a new barter model based on a BtoC sumptuousness, innovative and unique experience strategy that revolutionized the consumption of Coffee. Indeed, Nespresso is a success give thanks to its double innovation An innovation of product and an innovation of Business model. b. An innovation of productThe significant innovation of Nespresso is porti adeptd out coffee. utilise a Nespresso machine, you can make an Espresso from special capsules containing mettlesome quality coffee. However, the company non only sells lofty quality and design machines or capsules, its sells a concept. purchase a Nespresso machine allows you to enter the Club Nespresso, where people do non drink coffee, but they taste it, they savour it. The image of privilege is feature article of the luxury market, and that is what Nespresso is going for a luxury product and image. This aspect is noniceable when you take a look at the designs.Nespressos machines, logo and boutiques argon designed by a design agency (Future Brand Paris), following two orders perfection of the forms and ambivalence (in order to send this message of privilege). therefore, Nespresso is interchange a combination of one-third elements the machine, the capsule, and the club Nespresso. i. High quality Coffee More than 16 grands Crus be available from Espressos to Decaffeinatos, Lungos and Pure Origine. We can notice the use of the word crus in Nespresso website talk that is usually used for wines which indicates the willing to promote Nespresso Coffee as a luxury product. i. Designed Coffee machines Offering timeless designs, high technology functions and user-friendliness, e genuinely(prenominal) detail has been c arfully considered to give the consumer with the ultimate experience. iii. The Club The Nespresso club is dedicated to providing the ultimate coffee experience for its members. It offers some(prenominal ) benefits Quick and fast order (phone or internet), an efficient service of process assistance for your machine, you can benefit from the function of coffee specialists who will make you taste new flavours and as well take over all the intelligence information virtually the brand in exclusivity.Nespresso has succeeded in creating a real experience and a real brand community be giganticing among the Nespresso clubs members thanks to all this benefits and thanks to exclusive accessories and items such as the Nespresso magazine that creates a real luxury system of value around the brand. iv. The Boutique Concept The luxury universe of Nespresso is physically symbolized by the Nespresso Boutique Concept that invites consumers to experience the unique world of Nespresso in modern and stylish Boutiques.In this warm, comfortable and cosy argona, the club members can discover the support blend coffees, limited edition varieties, all the machines and accessories and also benefit from personalized advice provided by coffee specialists. c. An Innovation of Business model in the Coffee persistence The concept developed by Nespresso is protected by 70 patents (for machines, capsules and the service). The first ones expire in 2012, until so, the company as a complete monopoly. Nespresso is giving licenses to several industrial companies (such as Krups, Magimix, Alessi and Saeco in France) in order to produce the machines in exchange for royalties.The machines atomic number 18 then sold in malls, and all kinds of blood selling household electrical applicants (Darty, Boulanger in France). However, the distribution of the capsules is completely different. The capsules atomic number 18 only sold in confidential boutiques dedicated to Nespresso. Moreover, capsules and machines form an integrated system. In fact, when a client buys a machine, he then can only use Nespresso capsules. So even if the sales of the machines only represent 4% of the companys turn over (com pare to 96% for the sale of capsules), they play key roles in Nespressos globular strategy.This integrated system work exactly as the ones we postdate in the printer market. II. COUNTRY CLIMATE a. Cultural Environment The regionalism in Switzerland makes it very difficult to speak only one lecture. They are influenced by Ger gentlemans gentlemany, Italy and France. Furtherto a keener extent, the Rhaeto-Romanic elaboration in the eastern mountains of Switzerland is robust. i. Art The Folk Art still exists because organizations all over the field strive to preserve it. It includes fields like music, dance, poetry, wood work and embroidery (usually readed on traditional clothing).In addition, there are some forms of arts that are only kept in the mountains, like Yodeling (a type of singing) or accordion (music instrument) or even alphorn (a music instrument which is more popular but only in some areas). The melodies of folk music vary among regions. In particular, the alpine F olk culture is characterized by very expressive dances. Some small musical ensembles are practiced in mountains area, usually in the French speaking part of Switzerland. Moreover, there is the Visual Art in the 16th century, Protestantism had a strong influence on it in Switzerland.Some painters became very famous like Alberto Giacometti, Jean Tinguely and Paul Klee. Finally, the artistic Dada movement was created in Switzerland in the 1910s. ii. Architecture Swiss people declare a strong architectural tradition. We can found the Romanesque style of the 12th century in cathedrals (like in Basel, Sion, Chur, Geneva and Lausanne) and on castles or fortresses. There are also some cathedrals in Gothic style (in Schaffenhausen, Zug and Zurich) and in Baroque style (Einiedeln and St. Gallen). iii. LiteratureSwitzerland produced worldwide celebrated writers, like Jean-Jacques Rousseau (Geneva), Jacob Burckhardt (Basel), Germaine de Stael (her house was a center of European Literature in eighteenth century), Gottfried Keller, Conrad Ferdinand Meyer, Jeremias Gotthelf, Charles Ferdinand Ramuz and Hermann Hesse and Carl Spitteler (who both won a Nobel prize for their work). iv. Music Switzerland has not really a musical tradition, except some composers, in the 20th century, like Arthur Honegger, Othmar Schoeck and Franck Martin. In Lucerne there is the Lucerne Festival of International Music and, in Montreux, the Montreux Jazz Festival. . Media The most important regional media in Switzerland is newspapers some of them are renowned for their thorough coverage of overseas issues, like Neue Zurcher Zeitung (Zurich) and Le Temps (Geneva). telly has a great role too in the modern culture lifestyle in the sphere. The national public broadcaster is SRG SSR. It offers iii networks, one for each language spoken (German, Italian and French). vi. Science There has been a long tradition of Swiss scientists since Paracelsus who introduced the field of chemistry into med icine in the 16th century.The Bernoulli family is known for their contribution to mathematics. Leonard Euler is another famous mathematician. Horace-Benedict de Saussure was a naturalist and pioneer in Alpine studies. In the Federal Institute of Technology in Zurich there were a lot of Nobel Prices. Finally, Albert Einstein, who was born in Germany, moved to Switzerland and became a Swiss citizen. b. Social environment i. Labor law While the European summation implemented a strong regulation regarding employer/employee relationship, the labor law in Switzerland is few orderd and is more oriented in favor of the employers.For instance, the termination legislation is not detailed there must be a cause but in result of a dispute amidst an employer and an employee, a judge in court will make a decision. Some rules about compensation in brass of termination exist but they are not generous. On the other hand, sickness is not a reasonable cause for it, on a slide scale which permits up to 180 solar days of sickness after six years of employment. Furthermore, employers can impose an up to three weeks non-competition agreement to their employees. Even if extra time is allowed, the maximum work-week is 45 hours however, this limit does not apply to managers.In addition, a minimum of four weeks vacation is required per year. As far as maternity allow is concerned, return to work is only possible after 6 to 8 weeks. Nevertheless, Switzerland is progressively influenced by the EU well-disposed environment. ii. Social protection Resident psyches and individuals with paid activity in Switzerland have to contribute to the Federal doddering Age and Disability Insurance plan and to the national unemployment insurance plan. Today, the contribution to the Federal Old Age and Disability Insurance plan is fractional paid by the employer and half by the employees and amounts to 12. % of follow employee remuneration. The unemployment contributions represent 2. 2% of total employee remuneration on an annual basis. In addition, in most cantons, health and hospitalization insurance is mandatory. As a result, some companies propose to contribute to their employees health insurance or they implement group-insurance models for them. Moreover, Switzerland is one of the OECD countries which have the highest unemployment benefits it offers to unemployed people more than 70% of average earnings. As a consequence, Swiss low-paid people lose more notes by going back to work than being unemployed. iii.Swiss work permits The available residence and work permits are the 120-day permit, the class A, B or C permits, the monetary deal permit and the political refugee permit. Except the 120-day, other permits are subject to quotas. However, agreements signed with the European Union are progressively implementing EU go offdom-of-movement rules which may finally enable EU citizens to by-pass the quota permit system. iv. Hofstedes model applied to Switzerland I n the frame of the Hofstede model, the highest cultural dimension of the Swiss population is its Masculinity (MAS) at a value of 70 compared to a European average of 59.This implies that there is a strong difference from a gender perspective and that men are very competitive. The second highest Hofstede dimension in Switzerland is Individualism (IDV) whose aim is at 68, compared to a European average of 61. Therefore, the Swiss inhabitants are characterized by their individualism if they care about themselves and their family, they are not prone to interfere in others life. This cultural aspect is in adequacy with the non- loyalty of Switzerland to the European Union. The lowest cultural characteristic of Switzerland is Power outgo (PD) at 34 compared to a European level of 45.This demonstrates that in the Swiss culture the superpower tends to be equally distributed among all the members of the night club. c. Economic environment Switzerland is one of the worlds most stable econ omies. In fact, its policy of long-term monetary security and political stability has made it a safe haven for investors, creating an economy that is change magnitudely capable on a steady tide of foreign enthronisation. Because of the countrys small size and high labor specialization, industry and trade are the keys to Switzerlands economic livelihood.The super qualified labor force is performing highly skilled work. The main areas include micro technology, hi-tech, biotechnology and pharmaceuticals, as well as banking and insurance know-how. The service sector now employs the greatest number of people. Swiss companies are extremely competitive in world markets. In some branches, more than 90% of goods and services are exported. The best-known export items are watches, chocolate and cheese, but in fact mechanical and electrical engineering and chemicals together account for over half Swiss export revenues.The largest company is Nestle, the biggest food company in the world. It has around 278,000 employees, about 97% of them outside Switzerland (2009). In 2010, 15 Swiss firms, including the pharmaceutical big Novartis (No. 160) featured on the Fortune Global 500, an annual ranking of the 500 most powerful corporations which is compiled by the eponymous American business magazine. Switzerland is also known as a financial centre it is a central pillar of the Swiss economy, generating over 11% of Swiss GDP. The most important players are banks, followed by insurers.Switzerland has achieved one of the highest per capita incomes in the world with low unemployment rates and a low budget deficit. Swiss wages are higher(prenominal) than in the rest of Europe because of the cost of living. Statistics released by the European Union in 2002 showed that Switzerland was the third most expensive country in Europe, after Norway and Iceland. The Swiss pay specially high prices for meat, cooking oil, fish and vegetables. Switzerland is not integrated in the European Unio n but signed Bilateral Agreements with the EU. It has its own money the Swiss Franc.As a part of the European continent, its main exports and imports partners are European Union members France, Germany, Netherlands, Italy, UK, Austria and Spain. Switzerland does also trade with the US. In 2009, 59. 7% of exports went to EU countries, and 78% of the imports came from EU states. That entails interdependence with those countries economies, which are part of the biggest economies and unions in the world. For instance, Switzerland suffered from the worldwide financial crash and economic deferral in the early 2000s and in 2008.Switzerlands economy only grew 2. 8% in 2010 because of this 2009 recession. The age of unlimited economic produceth in Switzerland is over. Fear of unemployment has been one of the main concerns of the Swiss for several years. Switzerland is concerned that economic activity should have as footling impact as possible on the environment. Its energy and transport p olicies aim to be environmentally friendly. i. Economic indicators GDP decreed exchange rate $522. 4 billion (2009 est. ) GDP real growth rate 2. 8% (2010 est. )Labor force 4. 13 million (2009 est. ) Unemployment rate 3. 9% (2010 est. ) Population below leanness line 7. 4% (2009 est. ) Investment (gross fixed) 19. 9% of GDP (2009 est. ) Budget revenues $192. 1 billion Budget expenditures $194. 2 billion Public debt 39. 6% of GDP (2010 est. ) pretension rate (consumer prices) 0. 7% (2010 est. ) Current account balance $49. 35 billion (2010 est. ) Exports $235. 2 billion (2010 est. ) Imports $220. 4 billion (2010 est. ) Debt external $1. 19 trillion (30 June 2010) farm animal of purport foreign investment at home $514 billion (31 celestial latitude 2010 est. ) Stock of direct foreign investment abroad $814. 6 billion (31 December 2010 est. ) d. Political Environment i. General Background In 1848, Switzerland became a modern federal official state, and its official n ame is Swiss Confederation. Switzerlands form of state is federal republic and comprises 26 semi-autonomous cantons and half-cantons. The political relation consists of seven members, whom are elected by the Bicameral Federal Assembly, and the government members work as president in turns.Also, the Swiss people have adepts to influence poetical concerns with the help of the highly developed system of direct democracy, which is strongly supported by the federal constitution. Moreover, the neutral position taken by Switzerland in the world allows it to act a vital humanitarian role in the global affairs and to perform as an arbiter between conflicting parties. ii. Political structure Based on the constitution of 1848 with revisions in 1874 and 2000, Switzerland formed its own legal system, which is viewed as a highly legal system in the world. National legislature Bicameral Federal Assembly, the parliament of Switzerland, comprises National Council of 200 seats and Council of rec onciles of 46 seats. While both of National Council and Council of States are elected nowadays, whereas the number of seats from each canton in the National Council is assigned in accordance to the size of the population. Moreover, if any code passed by both chambers that revised the constitution, it has to be submitted to a public vote. In Switzerland, as in all democratic countries, citizens elect representatives to act on their own behalf.Also, Switzerland gives its citizens the run a risk to take a direct participation in decision-making. Compared with other countries and places giving citizens important roles in decision making, such as Italy and several states in US, the direct democracy in Swiss legal system is regarded as the most extensive one in the world. Generally, provided the 100,000 signatures to petition for a referendum, the Swiss citizens can set forth changes to the constitution in order to either propose their own legislation or oppose certain legislation exis ted in the original legal system. State legislature Switzerland is divided into 23 cantons, three of which are divided into half-cantons. Each of the 26 cantons and half-cantons has a parliament, elected by universal vote, and a government, the organization of which varies. The federal president is in charge of all 26 states. The president is selected among the members of the Bicameral Federal Assembly by rotates annually. iii. Policy issues The current hot spots of policy issues in Switzerland include fiscal stability, economic recovery, and reform of the state social security schemes.Besides, the severe appreciation of the Swiss franc forced the central bank in Switzerland to tend to adopt exchange rate following euro. The Swiss government believes further trade liberalization of the economy will remain a noteworthy goal in the future. Also, the foreign policy will focus on the relationship with the EU, with the purpose of achieving more opportunity in the global business world. iv. contradictory policy As the world moves forward, Switzerland both formulates corresponding foreign policies and modifies the policies already approved to face its emerging challenges.Therefore, the government has defined the foreign policy objectives to regulate the foreign policies, including peaceful coexistence of people of all nations, respect for and promotion of human rights, environmental sustainability, representing the interests of Swiss businesses abroad, alleviating need and poverty in the world. III. ADVERTISING REGULATION a. General Regulation in advertizement Almost all of countries have a series of advertising laws to regulate business activities. Advertising may potential drives and persuades consumers into technical message transactions that they may not receive the promised value of products.Therefore, in many countries, government enacts advertising law to control false and deceptive advertising and protects consumers right to know that they are getting all necessary information the product should have. Legislation department has the responsibility to regulate the advertising market in terms of control comparative advertising, protect consumers right, as well as protect public interest which devotes to prohibit misleading, exaggerate advertising. Some European countries also unravel out Market Surveillance which aims to establish authorities to be responsible for market surveillance.These authorities should have the necessary resources and powers to supervise any business activities that embroil unfair consequences. For example, surveillance authorities have the responsibility to check whether a product is qualified for applicable safety requirements. If not, actions should be taken to make the product compliant otherwise, sanctions will be conducted. b. Switzerland Regulation in Advertising Specifically to Switzerland, although it is not a member of the European Union to follow European Law, the country itself has a relatively restrict advertising regulations on media conversation, especially television advertising.The most important law regulating advertising is the Federal Law against unfair Competition (Bundesgesetz uber den unlauteren Wettbewerb (UWG) prohibiting any unlawful behavior or business conduct that betray the principle of good faith. The Swiss advertising industry has select its own professional ethics in the principles of the Swiss Commission for Integrity of Advertising. The country conducts the Act against Unfair competition which particularly emphasizes on consumer protection. Art 3 Lit. Lit. of this Act regulates unfair and aggressive competition advertising and should ward off influence on consumers buying decisions to buy products or services. In addition, this Act regulates while of advertising and interruption of plans, tele-shopping, sponsorship, self-promotion, product placement, and so on related to television advertising. For example, this regulation prohibits any advert ising involves religious or political advertising, incorrect, misleading advertising, unperceivable advertising, and surreptitious advertising.Tele-shopping presents a direct communication platform to sending out messages containing direct offers for sales of goods to consumers, consequently, the Act only allows 1 hour a day for either private or public broadcasters. Plus, encourage teenagers to contract for the sales of goods or services are not allowed. Furthermore, the Act also mentions about the mien of products in a television programs. It is not allowed to present a special focus on certain products or promotion of the products during a TV program otherwise, it can be treated as surreptitious advertising.INDEX PART 2 I. NESPRESSO ITS INTERNATIONAL EXPANSION II. COUNTRY CLIMATE OF MEXICO h. Cultural Environment i. Language ii. Family value iii. Machismo iv. Meal habits v. Religion vi. Coffee habits vii. Hofstede model i. Social environment i. Overview ii. Demographics iii. I ncome distribution iv. Education level v. Hierarchical society j. Economic environment i. Overview ii. Trade and outside(a) partnerships iii. Foreign Investment iv. Agriculture and focus on coffee k. Political Environment i. General Background ii. Political structure iii.Policy issues iv. Foreign policy III. ADVERTISING REGULATION IN MEXICO I. NESPRESSO ITS INTERNATIONAL EXPANSION Nespresso always aimed at being an outside(a) brand. When Nespresso started, the strategy was to focus on the professional market by trade restaurants and offices (Business to Business). They launched their machines and capsules in Japan, Italy and Switzerland. In fact, the brand did not just launch its products on the domestic market to know if the business model was utile, they immediately acted at an international level.This strategy was a failure and Nespresso changed its business model in 1988. From then on, Nespresso has been focusing on the public market (Business to Consumer) by restraining th e distribution of their products to their own boutiques. Again, they directly launch their products with their new strategy in France, Italy, Switzerland, United States and Japan. Now the brand is present and successful in more than 50 countries all around the world. We are now going to focus on Mexico. Nespresso is already present in Mexico since 2008 and the brand opened seven stores in the city of Mexico DF.Here is the youtube link of the opening of one of these stores in Mexico DF http//www. youtube. com/watch? v=ZDSqINiIfeA II. COUNTRY CLIMATE OF MEXICO a. Cultural Environment i. Language Due to the Spanish control of Mexico, the main and official language in Mexico is Spanish, but Mexico is also a home to a great amount of indigenous languages, spoken by 5. 4% of the population. Eighty per centum of the Mexicans who speak a indigene American language also speak Spanish. Approximately, more than 100 indigen American languages are still used in Mexico.Among all of these Nativ e American Languages, Nahuatl, the most important and popular one, is the primary language of more than one million Mexicans and it is spoken by almost one-fourth of all the Native Americans in the country. This language is followed by Maya spoken by 14% of Native Americans, and by Mixteco and Zapateco that are both spoken by 7% of the Native Americans. ii. Family Values. The family is a vital factor of the social environment it is regarded as a significant element in the social structure by the Mexicos government. The extended family, providing the stability, is as important as the nuclear family.Mexican people are willing to do whatever they can to help their family members. Following the traditions, fathers are the full point, and the decision-maker in the majority of the Mexican families. Mothers who are respectful are usually their husbands alternative. iii. Machismo Machismo means masculinity. From a Mexican perspective, to make remarks to a woman is considered normal and i s not harassment. The Mexican men believe that nothing must be allowed to tarnish their image as a man. They are very proud of being a man and, if you hurt this, they can get very aggressive because they think that it is their right. v. Meal habits Due to the diversity and richness of cultural environment, people in Mexico are cranky of great eating and drinking this is a common characteristic in Mexican society. As known to all, Mexican cuisine plays an important role in world cuisine system and it represents the countrys image. The most popular ingredients of Mexico food are beans, rice, corn, tomatoes, papayas, vanilla, and peppers. In addition, Mexican people have a great variety of drinks the most popular one is tequila but they also drink a lot of soft drinks and beers.Mexicans usually have a light eat that includes coffee and/or a fruit before they leave to go to work or school. Then, halfway through the morning, they have a tortilla or a bread roll. The comida is the mos t important meal of the day and it is served between 2 and 4 pm. It has three or four courses, soup, rice or pasta, meat accompanied with tortilla and refried beans and dessert. Dinner is served between 8 and 10 pm and they usually have sweet rolls, coffee and milk. They mostly eat outdoors. v. Religion The main religion in Mexico is Roman universality.After the Spanish conquest, the Mexicans really accepted the catholic religion with its beliefs and practices but they did it on the basis of their pre-Hispanic religious beliefs. For instance, the Virgin Guadalupe was associated with the pagan goddes Tonantzin. As a result, their Catholicism is usually describe as syncretism. The Catholic beliefs pervade the life of both ordinary Mexican because the Catholic Church has been a powerful institution in the Mexican history. Its relation with the state has been very tense. We can see that in the last decades the Protestant religion has been very present in the South of Mexico. vi.Coffee habits worldwide speaking, the consumption of coffee is growing importantly due to the technical innovation that reduces the processing time. Also, with the advance of telecommunication, the distributors also get benefit from buying quantities on a just in time basis. From a traditional point of view, coffee is considered as a commodity in many developing countries, especially in Latin America. Unlike developed countries where coffee drinking and cafe places are growing rapidly in high demand, the coffee drinking habits in Mexico grow relatively slowly due, in particular, to the underdeveloped social infrastructures.The Mexicans have a way to drink coffee which is kind of unique they like to add a small amount of cinnamon to the ground coffee before brewing it, so that it adds a distinct flavor and reduces the acidity. Some do put cinnamon sticks and brown sugar in it but for example, in Veracruz, they usually drink instant coffee that they call Americano . The very Mexican thin g about coffee is that they like it flavored atole. Atole is a kind of watery form of corn pudding that you can drink. They have Atole of a lot of ingredients (vanilla, chocolate, etc).Based on above synopsis and the perspicacity of change in Mexico society, companies and business organizations should focus on attracting more customers with higher purchasing power who are eager for better products and services. Additionally, providing aggressive advertising enhancing family values and interactive communications to consumers in Mexico is also very vital because it may have a potential to acquire more than 100 million untargeted consumers. vii. Hofstede model Mexico is similar to many Latin countries when Hofstedes Dimensions are compared and analyzed.Mexicos highest Hofstede Dimension is Uncertainty Avoidance (UAI) (82), indicating the societys low level of tolerance for uncertainty. In an effort to asperse or reduce this level of uncertainty, strict rules, laws, policies, and reg ulations are adopted and implemented. The ultimate goal of this population is to control allthing in order to eliminate or avoid the unexpected. As a result of this high Uncertainty Avoidance characteristic, the society does not readily accept change and is very risk adverse. This is a real challenge for a brand as Nespresso which is a new concept of coffee consumption.Mexico has a low Individualism (IDV) ranking (30), but is slightly higher than other Latin countries with an average 21. The score on this Dimension indicates the society is Collectivist as compared to Individualist. This is manifest in a close long-term commitment to the member group, be that a family, extended family, or extended relationships. Loyalty in a collectivist culture is paramount, and over-rides most other societal rules and regulations. The society fosters strong relationships where everyone takes responsibility for fellow members of their groupMexico has the second highest Masculinity (MAS) ranking in Latin America (69). This indicates the country experiences a higher degree of gender specialism of roles. The male dominates a significant portion of the society and power structure. This situation generates a female population that becomes more assertive and competitive, although not at the level of the male population. Another dimension in which Mexico ranks higher than other Latin neighbors is Power Distance (PDI) with a rank of 81, compared to an average of 70.This is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily subverted upon the population, but rather accepted by the culture as a whole. This is a good point for Nespresso who position itself as a luxury brand because the healthy and powerful part of the population can see in Nespresso a way to show and affirm their superior social status. b. Social environment i. Overview The social environment in Mexico is very complex and polarized in terms of income dist ribution, social status, and education level throughout the country.In late 1990s, the Mexican economy has started to emerge because of the commercial liberalization with a rising class of affluent elect(ip) which contrasts to majority of poor people in both rural and urban areas. The major social condition in Mexico accounts for a rapid increasing in population with an inequitable income distribution. The recent decrease in the rate of mortality as well as in the rate of fertility contribute to cast an older population in Mexico which, in turns, impacts the future demands in consumption, employment, education as well as other social indicators.According to Global Consumer Survey 2009 of the consultancy Accenture, Mexicans are facing a state of volatility, which approximately half of consumers in Mexico are not satisfied with services and products they received right now and expect to high quality products and service. In addition, an additional study reveals that 29% of merchant s are not satisfied with their current suppliers and they are favor of looking for high-quality innovated products and services with wider varieties of options. ii. Demographics * PopulationAs shown in the up-to-the-minute census conducted in 2010, Mexicos Population is 112,336,538, becoming the most populous Spanish-speaking country in the world and the eleventh most populous country in the world. Moreover, the Mexican population grows at 1. 102%. * Age structure The age structure is as followed 0-14 years 28. 2% (male 16,395,974/female 15,714,182) 15-64 years 65. 2% (male 35,842,495/female 38,309,528) 65 years and over 6. 6% (male 3,348,495/female 4,113,552) (2011 est. ). * Urbanization 78% of total population is urbanized (2010) and the annual rate of urbanization is 1. % (2010-15 est. ). It is interesting that Mexico urban center is the second-largest urban agglomeration in the Western Hemisphere, after Sao Paulo ( brazil), but before New York-Newark (US). iii. Income distr ibution Mexico has been regarded as a highly unequal country for a long period. Mexico has the second highest level of income inequality in the globe, becoming one of the 20 countries with the highest degree of inequality. The Figure 1 shows data on Mexicos gini coefficient, which is a rhythm to evaluate the level of undistributed income, from 1950 to 2004.As shown in the Figure 1, although Mexico reduced inequality in a great extent during the 1960s and 1970s, Mexico has not solved the hassle of unequal distribution of income since the 1980s. Moreover, Mexico has the highest level of relative poverty in the Organization for Economic Co-operation and Development (OECD). Compared with average level in the OECD, one in every ten people being poor, the Mexico has higher percentage, one in five. This means that virtually 50% of Mexicans cannot live with its current income. The figures 2 and 3 below show the movement of the gini coefficients of urban nd rural areas respectively in Mexi co from 1994 to 2006. The inequality of income in urban areas of Mexico has steadily declined since 1994. Furthermore, the inequality in rural areas experienced an increasing trend from 1994 to 2000, and then declined since 2000 to the 1994 levels. Moreover, the significance of unequal income distribution in both urban and rural areas are approximately the same(p). iv. Education level According to the analysis of data, Mexicos government amount of expenditure in the field of education is $28 billion every year, as much as 4. 8% of GDP, which ranks the 69th in the world compared with other countries.The Mexican education system is divided into four levels, preschool, obligatory basic education, upper secondary education, and higher education. Among the four levels of education system, the government is only officially responsible for providing compulsory basic education. The whole system enrolls nearly 31 million students, 86% of population aged three to 25. The literacy rate is 91. 4%. The key issues in Mexican education system is insufficient enrollments and high dropout rates above the primary level, insufficient supply of upper secondary schools, and low student achievement levels. v. Hierarchical societyThe Mexican society are highly stratified and vertically structured. The hierarchical relationships are emphasized in the Mexican society. The people in the Mexico would like to respect authority and power, and follow those who are above them for guidance and decision making. It is interesting that the rankings are important in Mexico, and therefore those having more authority should be treated with respect. The belief of hierarchy makes it important to know the chain of hierarchy in your surroundings, and Mexicans know about how each individual fits into each hierarchy, such as family, friends or business. . Economic environment i. Overview Mexico is the second largest national economy in Latin America. It is assessed by the World Bank as an upper-middle- income country. Poverty is a serious Mexican issue as around 47% of the population lived below the poverty line in 2008. As a consequence, since 2002, the Mexican Government has implemented a social assistance program called Oportunidades to address the worrying problems of poverty this program replaced the previous program Progresa created in 1997.In 1983, Mexico was a highly inward-oriented economy with a government that was outspoken in its criticism of multinational companies. However, after years of stagnant economic activity and high splashiness in Mexico, the government liberalized the trade sector in 1985 which led to the resumption of economic growth. Since the devaluation of the peso in 1994, macroeconomic indicators have improved for instance, inflation and public sector deficits are now under control. Nevertheless, in 2009, the economy experienced its deepest recession since the 1930s Mexican gross domestic product (GDP) tightened by 6. %. This recession was mainly due to weaker exports to the United States, to a reduction in oil revenues, to the consequences of H1N1 influenza on tourism and to lower remittances investment from abroad. In fact, Mexico is largely dependent on the money sent home by the millions of migrant workers in the US remittances average per year stands at around U. S. $21 billion. A major part of remittances is used for immediate consumption (food, housing, health care, education) but some of them permit the implementation of shared projects and the improvement of infrastructure.In 2010, Mexicos economy created 730,348 jobs. According to Bloombergs forecast, the Mexican growth will slow to between 3 percent and 4 percent in 2011 after a growth of 5. 1 percent in 2010. The underlying reason is that Mexicos economic fate is closely tied to that of the United States. However, Mexicos central bank reaffirmed its willingness to cut interest rates if the global economy further deteriorates. The average Mexicos unemployment rate fro m 2000 until 2010 was 3. 45 percent reaching an historical high of 5. 93 percent in May of 2009 and a enroll low of 2. 2 percent in November of 2002. In September 2011, it was at 5. 26 %. According to data collected by Doing Business, starting a business there requires 6 procedures, takes 9 days, costs 11. 2% of income per capita and requires paid-in minimum capital of 8. 4% of income per capita. On the ease of starting a business, the Doing Business 2012 rank of Brazil is 75 out of 183 economies, compared to a 2011 rank of 66. This means Mexico lost 9 places in one year. Finally, the average Doing Business 2012 rank of Mexico is 53 out of 183 economies, compared to a 2011 rank of 54.This means Mexico wins 1 place in one year. ii. Trade and international partnerships As an export-oriented economy, more than 90% of Mexican trade is under free trade agreements (FTA). In fact, Mexicos trade is shaped by 44 FTA among them, there are the ones with the United States and Canada through th e NAFTA (North American Free Trade Agreement) since 1994, with the European Union since 1999, and with Japan since 2004. Mexico is the United States second-largest export market and third-largest trading partner. A large part of U. S. xports to Mexico is electronic equipment, motor vehicle parts and chemicals. Trade issues are mainly settled through direct negotiations between the two countries, via World Trade Organization (WTO) or via the formal dispute settlement procedures of NAFTA. Foreign direct investment (FDI) in Mexico for 2009 was $14. 4 billion, and it decreased of 51% from the previous year. Almost a half of FDI comes from the U. S. (Bureau of Western Hemisphere Affairs). iii. Foreign Investment The Mexican amount of foreign direct investment (FDI) in 2009 was $14. 4 billion, i. e. decline in 51% from the previous year. 45% comes from the U. S. which was once again the largest foreign investor in Mexico of reported FDI ($6. 4 billion FDI from the U. S. ). The decrease of this figure can be mainly attributed to the 2008 and 2009 economic slowdown in the United States. iv. Agriculture and focus on coffee plainly 11% of Mexicos land area is cultivable and only less than 3% of it is irrigated. Mexicos most revenue-producing crops are corn, tomatoes, sugar cane, dry beans and avocados but Mexico also takes avail of its labor of beef, poultry, pork, and dairy products.The Mexican agriculture has benefitted from the implementation of NAFTA but structural inefficiencies continue to represent a hindrance to improvements in productivity and living standards for many famers in the agricultural sector. In fact, the Mexican agricultural landscape is largely characterized by small-scale producers, a lack of infrastructure, inadequate supplies of credit, a communal land structure for many producers and a large subsistence rural population that is not part of the formal economy. This is the reason hy the number of Mexican farmers is decreasing as they see more opportunities in the industrial sector and in cities. In addition, at the beginning of 2011, the Mexican agriculture had to face rough climate conditions Mexico, and in particular, the north state of Sinaloa, known as the Bread Basket of Mexico, was hit by unusually insentient temperatures in January and February. In total, this is more than 1. 5 million realm of corn, vegetable, citrus and other crops that were either damaged or destroyed in Sinaloa, representing a preliminary economic loss of approximately one billion dollars.The cold weather also hit the 2010-2011 harvest of coffee. Mexico is the worlds seventh largest coffee producer after Brazil, Vietnam, Indonesia, Colombia, India and Ethiopia and it constitutes one of the leading suppliers of organic, shade-grown coffee. The country has 480,000 coffee growers most of them are working on small parcels of land of less than 5 hectares in size. Coffee growers are mainly located in Chiapas, Veracruz and Oaxaca for a production of 268,000 metric tons a year.If the Mexican coffee consumption per person is rising it has doubled since 2000, it remains low at about half the similar consumption of the coffee-growing Central American nations. Therefore, 62% of the coffee harvest is still exported, generating $400 million annually. d. Political Environment i. General Background Mexico is a federal presidential representative democratic republic based on a congressional system. It comprises thirty-one states and a Federal District, the capital city. The president of Mexico is both head of state and head of government, and of a multi-party system.The federal government represents the United Mexican States and is divided into three branches executive, legislative and judicial, as established by the Political spirit of the United Mexican States, published in 1917. ii. Political structure The executive power is exercised by the executive branch, which is headed by the President and his advisers, secretaries indepen dent of the legislature. Legislative power is represented by the relation back, a two-chamber legislature comprising the Senate and the Chamber of Deputies.Judicial power is exercised by the judiciary, consisting of different institutions such as the Supreme Court of Justice of the Nation, the Council of the Federal judicial system and the tribunals. Political parties must be registered in the Federal Electoral Institute (IFE) and must obtain at least 2% of votes in the federal elections to be kept in their registry. Although in 2010 there were 7 different parties the three most important are National Action Party (PAN), the Party of the classless Revolution (PRD) and Institutional Revolutionary Party (PRI).Political parties are allowed to form alliances or coalitions to nominate candidates for any particular election. iii. Policy issues Drug-traffic, narco-related activities and police corruption are a major concern in Mexico. More than 30,000 people have been killed by drug vio lence since 2006. The current president Felipe Calderon made abating drug-trafficking one of the top priorities of his administration. There has been a tendency to increase the militarization. Mexican Army was deployed to cities where drug cartels operate.This action has been heavily criticized, even by the National Human Rights Comission, but unprecedented results have been obtained fighting against drug carterls and reducing violence. In October 2007, the president Calderon and US president George W. Bush announced the Merida Initiative a historic plan of law enforcement cooperation between the two countries. This initiative tries to confront criminal organizations whose illicit actions undermine public safety, erode the rule of law, and threaten the national security of the United States. In 2008, Congress approved an initial $400 million for Mexico. v. Foreign policy Mexico takes part in many international organizations such as the United Nations, the Organization of American St ates, the organization of Ibero-American States, the OPANAL and the Rio Group. Mexico has also presence in major economic groups G8+5 and G-20. Nowadays, Mexicos largest trading partner is the United States which is one of the most relevant players in the world of affairs. On the other hand, Mexico has given support to the Cuban government since 1969, the Sandinista Revolution in Nicaragua and leftist revolutionary groups in El Salvador during 1980. III.ADVERTISING REGULATIONS IN MEXICO Advertising in Mexico is highly regulated there are at least seven federal laws, five federal regulations and a variety of Mexican official standards. In addition to that, state laws and regulations are applied to advertising. The most important law regarding advertising is the Federal Law for Protection of Consumers (FLPC). Article 32 of FLPC establishes that an advertising has to be truthful and verifiable. It also must not contain any text, dialogue, sounds, images, marks, geographical indication s or other indications which could induce consumers into error or confusion.Consumers must not be misled as to the qualities and characteristics of an advertised product or service or into thinking that such a product or service is better than one offered by a competitor when this is not the case. Comparative advertising is allowed if the information is not deceptive or abusive. Deceptive or abusive descriptions are described as inducing consumers into error or confusion due to the inexact, false, exaggerated, artificial or tendentious form in which the information is presented. The advertiser need not include any reference to the registration status of a denounce or patent used in an ad.In order to have the trademark, the company has to provide information about * The kind of media used to advertise the mark in Mexico and, if applicable, in foreign countries * The timescale for use of the mark in advertising in Mexico and, if applicable, in foreign countries * The financial amoun t invested in advertising the mark in Mexico and in foreign countries during the previous three years. The Consumers Federal Bureau is the regulatory consistence charged with examining alleged breaches of the FLPC. Where an dvertisement is found to be infringing, the bureau can * Order the infringing party to stop using the advertisement Order the infringing party to alter the advertisement to prevent further breach Impose a fine from $332. 52 and up to $1,064,044. 07 Mexican Currency. Wrong comparative advertising entails unfair competition and refers to the trademark infringement provisions set out in Paragraph X of Article 213the Industrial Property Law. Underage consumers and other susceptible groups of the society are under special protection in Mexican law.On the 10th of August of 1990, Mexico ratified the United Nations Convention on the Rights of the Child. Article 1 of the Convention defines a child as a person below the age of 18. Article 17(e) obligates member states t o encourage the development of appropriate guidelines for the protection of the child from information and material injurious to his or her wellbeing. Local regulations also contain specific information regarding to the marketing of alcohol and tobacco for children, the use of crude language and informal content in advertising.Childrens advertising must not desecrate national or family values, or encourage hazardous or harmful activities. The three government bodies primarily responsible for the regulation of childrens advertising are the Ministry of the Interior, the Attorney General for Consumer Protection, and the Ministry of Health. The Federal Law on Radio and Television makes compulsory the approval by the Ministry of The Interior of all radio and television advertising. Advertisers must avoid * Statements that promote racial discrimination or that denigrate or offend national heroes or religious beliefs. Statements that promote criminal acts, violence or vice. * The use of offensive language. * Advertisements that are contrary to public morality or values. * Statements or images that promote the consumption of alcohol, tobacco or illegal drugs. * Statements that may cause public alarm or panic. Federal Law on Radio and Television also provides that childrens programs can be transmitted at any hour. Television and radio advertising must never exceed 18% of the total time of transmission.The Federal Health code extremely restricts the advertising of pharmaceutical products and harmful substances like alcohol, tobacco or pharmaceutical products * alcoholic drink and tobacco may never be advertised during television or radio programs broadcast during time periods reserved for broadcasting suitable for all audiences (from 5 am to 8 pm) alcohol advertisements may not be broadcast before 10 pm. * Alcohol and tobacco products may never be given to minors. Children may not be used to sponsor activities relating to consumers under the age of 25 years. Alcohol and tobacco may not be promoted through raffles, contests or collectables intended for children. * Alcohol and tobacco advertising may not use models under the age of 25 years and must never show actual consumption of the product. * tobacco plant billboards may not be located within 200 m of elementary or high schools, hospitals, public parks, sports or family centers. * Alcohol and tobacco advertising may never be shown in movie theatres during showings of movies that might be viewed by an underage audience. Alcohol and tobacco advertisements may not appear in elementary or high school materials of any kind, such as notebooks, rulers or books intended for school-age children. * Pharmaceutical products of any kind may not be advertised through cartoons that might encourage consumption by children. * Free samples of medication may not be distributed to underage consumers. We can conclude that our brand Nespresso is not going to be over restricted regarding its advertising prevail a s it is not an alcoholic, tobacco, pharmaceutical or child product.Nevertheless, Nespresso will have to be really attentive to the trademarks and the Intellectual Property Law and Rights. It will also be necessary to work closely on the radio and television programming. INDEX PART 3 I. COMMUNICATION STRATEGY l. Evolution of Communication Strategies m. International Promotion n. The Nespresso Club o. Events II. INTERNATIONAL STANDARDIZED ADVERTISING STRATEGIES a. TV Advertisings b. Prints c. Social Media dodging III. RECOMMENDATIONS Since the implementation of its new positioning on the Business to Customer market in 1988, Nespresso has developed a very coherent and strong communication strategy.In fact, every single event Nespresso launched (a new product, a new store, a new event or a new advertising) makes sense, strengthens its strategy and promotes its luxury positioning. Nothing is a coincidence. For instance, on November 7th of 2011, Nespresso opened its first store in an air port the Orly Airport in France. The stake was not about the opening of a new store in France or of a first store in an airport it was about providing a new service to its clients by making them get Nespresso capsules easier.Indeed, in its communication report, Nespresso mentioned that this store does not aim at targeting new potential customers but at offering an additional service to the members of its community. In this part, we will focus on the characteristics of the international promotion of Nespresso. I. COMMUNICATION STRATEGY a. Evolution of communication strategies Nespressos success in a great extent depends on the communication strategies Nespresso took in its whole developing stages.Nespresso actively get to know what the customers demands and expectations are through various researches and investigations in different countries. Besides, aiming at these various demands and expectations, Nespresso indomitable diversified communication strategies according to the brands different phases in life cycle, such as imitation phase, developing phase, and maturity phase. Due to the effective adoption of these communication strategies, the existing customers loyalty increase steadily, and an increasing number of potential customers switch to new customers as well.Moreover, as the Nespresso developed and expanded, Nespressos managers pervasively applied the most effective communication strategies in the global markets, with special adjustment in different countries markets. As following stated, Nespresso applied several communication strategies during the development of Nespresso from beginning to the current period. Nespresso consequently started to select communication strategies of word of mouth in local boutique, word of mouth in outside boutiques, still TV advertisements and prints, and other social media. * Word of mouth in Nespresso local boutiquesA key area of consolidation of brand image and reputation is the cultivation of customer loyalty. It is not surprising that more than half of all new Nespresso club members firstly try the brand through the existing customers. Hence, word of mouth is regarded as the brands strongest communication strategy by Nespressos maagers. The concept of boutique is Nespressos invitation to experience the unique world of Nespresso in its modern and stylish boutiques. In the boutiques, the customers also can have retail experience to satisfy customers every desire.As well, Nespresso tries to offers customers a sense of timelessness in the Carpe Diem Lounge. Initially, Nespresso used the communication strategy of word of mouth to emphasize its simultaneous opening in Switzerland, France, Italy, Japan and USA in 1988. Through application of this communication strategy, Nespresso successfully diffuse the fellowship of brand and provide introduction of different products. Also, through this direct and fast communication way, Nespresso can efficiently recognize customers reflections and demands, and t hen correspondingly make adjustments to the current marketing strategies or change promotion ways. Massive TV commercials, other prints and social media After successful application of communication strategies of word of mouth in local and outside boutiques, Nespresso decided to promote its products and publicize its brand image in certain boarder ways. Therefore, Nespresso decided to take broad TV commercial strategies, and select George Clooney as the spoke person of the brand. Also, it was smart that Nespresso did not blast its way onto TV from the initiation, which is taking risk of George over-kill. However, let early adopters enjoy their findings first, and then expanded the campaign more broadly.Moreover, the choice of George Clooney is based on his screen and off-stage image. The facts of marketing satisfactory prove Nespressos choice is right. Through the application of the massive TV commercials, the customers identification of Nespressos brand and products are increasing in a great extent. Besides the TV advertisement commercials are developed, the massive social media and prints are used as communication strategies in the current age, such as Facebook, twitter and related magazines. b. International Promotion of Nespresso * Communication strategyThe first characteristic of the Nespressos global communication strategy is its process indeed, Nespresso decided to involve the members of its club community within the decision-making process like the choice of the star to exist the brand. The second characteristic of the Nespressos global communication strategy is the fact that it is always at the image the brand luxury and grandiose. Indeed, Nespresso only associate itself with brands which have the same positioning. For example, in March 2009, the Haussmann Printemps building in Paris was covered by a tarp because the front of the building was renovating.Nespresso chose this unique and large tarp as an advertising board to promote its machine Nespres so CitiZ. In France, the Haussmann Printemps is a symbol of the French high bourgeoisie. The two below pictures illustrate this unique campaign The last characteristic of the Nespressos global communication strategy is its strong visual impact based on pride on notoriety. It is to the point, catchy and tardily memorable. * Standardized advertising strategy According to Harvards Theodore Levitt, the needs and desires of consumers round the world are growing ever more homogenized implementing a large and unique market. This theory leads some international brands, like Nespresso, to adopt a standardised approach for its advertising. The first element which demonstrates this standardized strategy is the fact that most of the Nespresso TV commercials are in English, with subtitles in a foreign language (usually French or Spanish) Nespresso taxicab Driver with Spanish subtitles http//www. youtube. com/watch? v=E4ImQSU7Kdo Nespresso Cab Driver with French subtitles http//www. youtube. com/watch? =lK8SVWSmTQA. Furthermore, as the brands worldwide success is based on the creation of a unique Nespresso experience its international advertising precisely illustrates this experiences concept. This is the reason why most of the Nespressos commercials take place in the same atmosphere, a Nespressos store and enhance the same idea of a high-standard brand. To highlight this vision based on quality and high standards, Nespresso chose in 2005 to bring in the laurels George Clooney in its ads in 2008, John Malkovich was also featured in one of its commercials.Celebrities in Nespressos commercials are a key international element this is the reason why selected celebrities are international ones. In addition, the visual aspect of most of the commercials is similar. The colors are the one of the brand and the scene with the last drop of coffee fallen in the cup is in most ads (picture on the left side). Nespresso also invented what could be called the Nespresso original soundt rack. In fact, in all Nespressos commercials the same soundtrack is playing.Therefore, the TV campaign developed by Nespresso was received with such enthusiasm far and wide that it really contributed to the worldwide success of the brand. In fact, sales significantly increased after its first commercial What Else? with George Clooney. Last but not least, we identified two kinds of TV ads on one hand, the George Clooney saga which aims at promoting the brand itself on the other hand, the ads that aim at promoting the Nespresso products in which George Clooney is not featured. The following link is an example of the second kind http//www. youtube. om/watch? v=29a2v041uZ0&feature=related. It is from April of 2011. If Nespresso developed global standardized strategy advertising, we noticed some small local variants. In fact, the last image of the TV commercials is the logo of Nespresso with its slogan coffee, body and soul. The language of the slogan is in the same language as the one of the subtitles. Below are two pictures with the French and the Spanish slogan. We can also wonder if this standardized advertising strategy is relevant for Nespresso as Switzerland and Mexico are two very different countries.We chose to study some commercials in Switzerland and Mexico of the brand Nescafe to see if this lack of adaptation is an error or not. Nescafe is a brand of instant coffee made by Nestle it manufactures and sells many different products worldwide. Therefore, Nespresso and Nescafe do belong to the same category

The Role of Business Ethics and Corporate Social Responsibility in Business Management

INTRODUCTION It is important to note that art ethical motive and CSR go hand in hand. In order to check CSR, genius must to a fault understand ethics. Also, a kindlyly responsible riotous should as well be an ethical steadfastly and an ethical pixilated should to a fault be a soci alone toldy responsible firm. However, one baron wonder as to why rail line ethics and CSR receive so much importance. Researchers argon making it increasingly clear that the two concepts be essential for long term sustainability of an organisation.In todays extremely competitive task purlieu, line ethics and CSR are no more an option nevertheless a necessary practice activity for all told organisations. Therefore, military control ethics and CSR continue to be important to organisations and strong ethical value shall beget a organisation a long style forward. 2. 1 INTRODUCTION TO BUSINESS ETHICS * 2. *1. 1 DEFINITION OF BUSINESS ETHICS Definitions of ethics abound. These allow among new(prenominal)s The discipline dealing with what is good and bad and right and wrong or with moral duty and pact (Hurn, 2008).Hurn (2008) testifies that ethics is also considered as the study of human duty in its wider sense, underlining the common thread of the recognition of obligation and acceptance of accountability for how ones exertions would impress on other people. However, Seital (2001) as cited by (Papasolomou-Doukakis et al. , 2005) defines ethics as the values that guide a person, memorial tablet, or society and the differences amidst right and wrong, fairness and unfairness, satin flower and dishonesty.From another point of go out Sutherland and Canwell (1997) as cited by (Papasolomou-Doukakis et al. , 2005) define ethics as a dieicular enroll of demeanor, which to most people is considered to be a morally correct feeler. Cutlip et al. (2001) propose that an individuals conduct is not only measured against ones conscious merely also against some norm o f acceptability that has been determined by the society, the profession or the organisation, as cited by (Papasolomou-Doukakis et al. , 2005). It is generally agreed that ethical principles are devised mainly from the undamental beliefs and value systems developed inside a culture, such(prenominal) as religious beliefs, traditions, importance of the family structure, national identity and cohesion (Hurn, 2008). From my understanding, ethics attempts to tell us what is and what is not morally acceptable at bottom a particular society or culture and how people ought to be substantiate towards each other in diametrical contexts, including backup. According to Trezise (1996), rail line ethics tries to manage the question What is the employment and function of business in society?In doing so it explores the difference between ethical values in the private, economical and political spheres of human activity, and does this by borrowing eclectically from legality, philosophy, eco nomics, politics, history and psychology. However, Hurn (2008) believes that furrow ethics, therefore, raise be defined as the application of moral and ethical considerations in a business set(p)ting. Furthermore, Nisberg (1988) as cited by (Kilcullen and Kooistra, 1999) defines business ethics as as a set of principles that guides business practices to reflect a concern for society as a whole while pursuing profits. textlist-item There are mainly three types of communication channel Ethics which would affect the organisation in one carriage or the other. The different types of ethics, each bringing a different outcome to an organisation is such as affectionate ethics an approach that came from classical society and is based on the Greeks idea of basic rules for civilized living, but which is different from one group or society to another. In other words, organization A may have different ethics to organization B by virtue of a different set of values and/or principles (Orme and Ashton, 2008).In short, it is presumable to be based on a firms beliefs about the integrity and quality of the information provided. But the starting points for its ethical stances differ, tally to a firms particular values or principles. These differences in approach are valuable in differentiating a particular comp some(prenominal) from its competitors in a difficult marketplace. Transcendental ethics rely on the absolute concept of right and wrong and a sense of justice, which is applied equally careless(predicate) of any cordial, geographical or cultural restriction.The causation claims that it is our view that organizations are moving towards this particular understanding of ethics, and that it represents the next phase of evolution for companies across the world. It involves fetching some unpopular decisions that ultimately give have beneficial results in the long term. It relies on leaders being able to operate ethically (Orme and Ashton, 2008). 2. 1. 3 IMPORTANC E OF BUSINESS ETHICS Fisher (2003), states that the main reason for businesses to do the right thing is that the readers believe that good ethics is good for the bottom line.The piece of work is a collection of different cultures that differs in their ethical behaviour. Therefore, organisations cannot afford to ignore ethics. Indeed ethics has been added to the somatic value of many organisations (Orme and Ashton, 2003). Business ethics helps make trust between an organisation and its stakeholders (Holme, 2008). For workout, while looking for a supplier, an organisation would rather work with one that has clear ethical values rather than a supplier who is known to be unethical. Therefore, the higher the level of trust with a supplier, the correct the relationship hence the better the business.When a problem arises, that is when trust embodiment up over a period of succession really pays off . 2. 1. 4 BARRIERS OF BUSINESS ETHICS There are some ranges of ethical dilemma which organisation will encounter during the practice of Business Ethics. The two main barriers an organisation may encounter are Bribery and corruptness Counterfeiting According to Hurn (2008), corruption is intrinsically immoral and at times downright criminal, causing harm to the economy, public life and individuals, and, if accepted, may encourage organized crime.Corruption can include attempts to secure government or other contracts by bribery payments because of extortion, blackmail and protection facilitating government services that companies are entitled to receive but whose formulation is delayed by excessive bureaucracy and price-fixing. As a result of the spotlight on bribery and corruption, many companies have designed their own code of ethics. Their development has been strongly endorsed by K. Rushton, the Director of the London-based Institute of Business Ethics, as a code of ethics underpins the values of any business.Without it a good deal will have no moral compass (H urn 2008). As confirmed by Hurn (2008), counterfeiting or the production of fake goods, which is the result of the theft of intellectual property, is another area of ethical concern in business. It can have the following effects stealing jobs and revenue from legitimate producers flooding the market with cheap counterfeit goods probable health hazards for customers, e. g. fake pharmaceutical products, cigarettes, unsafe manufactured goods, e. g. tyres, toys and electrical goods..With the barriers above, respect for the genuine brand drops when a large numbers of fakes are produced which leads to low action by the organization. 2. 2 INTRODUCTION TO CORPORATE SOCIAL RESPONSIBILITY Stewardship CSR obligation towards those in need or affected by their companys action Corroll (2001) as cited by Lantos, (2002) states that economic responsibilities includes being profitable for shareholders, while proving economic benefits to other corporate stakeholders, such as fair-paying jobs for em ployees and good quality, fairly-priced products for customers.Legal responsibilities involve conducting business legally. ethical responsibilities go beyond the law by avoiding harm or kindly injury respecting peoples moral rights and doing what is right, just, fair (Smith and Quelch, 1993) as cited by (Lantos, 2002) and caring. Philanthropic responsibilities entail giving fundament time and money in the form of voluntary monetary giving and service. However, Friedman (1996) as cited by Lantos (2002) famously argued that a corporations only affectionate responsibility is its fiduciary duty to maximize shareholder wealth, while obeying the law and basic canons of ethics.Here, Friedman laid the groundwork for arguments against Carrolls (2000) philanthropic responsibilities Lantos (2002) proposed that the confusion about the meaning and legitimacy of CSR could be clarified by suggesting three types of CSR, which are Ethical CSR selfless CSR (Humanitarian CSR) Strategic CSR (Ref er auxiliary 3) Similarly, Lantos (2002) states that Ethical CSR is morally mandatory and goes beyond fulfilling a firms economic and legal obligations, to its ethical responsibilities to avoid harm or social injuries, even if the business might not appear to benefit from this.Hence, a corporation is morally responsible to any individual or group where it might inflict true(a) or po tennertial injury from a particular course of action. Altruistic CSR relates to Corroll (2000)s quadth type of CSR, Philanthropic Responsibility. These entail voluntarily giving back time and money to good works which contribute to the well-being of various societal stakeholders, even if this leaves part of the businesss profitability (no author, 2003).Philanthropic Responsibility- giving back time and money in the forms of voluntary service, voluntary association and voluntary giving is where most of the controversy over the legitimacy of CSR lies. Lantos (2001) proposed that there are a number of arguments for Altruistic CSR. The most basic justification for humanitarian CSR is the social contract argument previously discussed. Business is a major social institution that should bear the same kinds of citizenship costs for society that an individual citizen bears (Davis, 1983) as cited by Lantos (2001).Furthermore, it is said that just as you and I have an obligation to take into consideration all of the parties that we directly and significantly affect, so too are businesses required to take into consideration all parties that they will affect. However, (no author, 2003) argues that from ethical perspective Altruistic CSR is immoral as it violates shareholder property rights, unjustly seizing stockholder wealth, and bestows benefits for the general welfare at the expenses of those for whom the firm should care in close relationships such as employees and customers.Furthermore, the author also states that corporation need not guiltily give back to society since a business pay s taxes in return for any benefits it receives. Altruistic CSR, to me has a two face view as it may be unjust on one hand and at the same time it may do a great deed. However, I believe that no one is in the home to seize ones wealth and force one to sacrifice it. Strategic CSR is done to accomplish strategic business goals good deeds are believed to be good for business as well as for society.With strategic CSR, corporations give back to their constituencies because they believe it to be in their best financial vexs to do so. As cited by Lantos (2001) this is philanthropy aligned with profit motives (Quester and Thompson, 2001) social goals might be profitable in the long run since market forces provide financial incentives for perceived socially responsible behavior. The greatest benefit of such activities to the firm lies in their marketing communications value and accrued goodwill among publics.Strategic CSR activity should improve corporate pattern and increase motivation and consignment, primarily among employees and customers, but also with other key constituencies such as suppliers of marketing services and retailers. For instance, socially responsible firms like Ben & Jerrys Homemade, Inc. , the Body Shop, and Toms of Maine have clearly benefited in immense goodwill from their good works, which means that, as Ben & Jerrys mission statement tellingly reveals, As we help others, we cannot help but help ourselves (no author, 2003).Thus, corporations contribute to their constituencies not only because it is a kind and generous thing to do, but also because they believe it to be in their best financial interests to do so, thereby fulfilling their fiduciary responsibilities to the stockholders. Strategic CSR is moral and commendable because it benefits stockholders while helping other stakeholders. This not only minimizes harm to the firms image but also ensures that stockholders are not unknowingly fund activities that go against their own values.Wh en volunteerism leads to higher employee morale and hence productivity gains, or contributes to the local community, gaining better quality recruits for the business, there is a win-win situation that benefits both the firm and its constituencies (no author, 2002). All the authors mentioned above have actually strong point of view of their own, however I strongly be of the opinion that CSR would do best with just Ethical CSR and Strategic CSR, which cover a slight element of Philanthropic CSR. From my point of view Altruistic CSR is inequality to certain group that are closely related to the organization who practice it. 2. . 3 IMPORTANCE OF CORPORATE SOCIAL RESPONSIBILITY It has been argued that all organization have an impact on society and the environment through their operations, products and services and through their interaction with key stakeholders and therefore CSR is important in all firms, large and small ( Williams, 2005 Hopkins, 2003) as cited by Sweeney (2007). CSR is of relevance to a broader section of people than just stakeholders. It has political significance for governments of poorer and growing countries. Corporate conduct which is sensible by CSR can, for example, contribute to the integration of foreign workers, o general education and educate, employees retirement conditions and health benefits. CSR can also help governments address social and economic development needs in developing countries it can help fight corruption and contribute to the implementation of human rights. Under these criteria, CSR can contribute in a major way to the welfare of their employees, and set examples for competing employers (Buhmann, 2006). Prout (2006) strongly believes that CSR plays a very important role in all organisations as CSR works ethically in many manner that brings benefits to all.According to Prout (2006) CSR is important as it is Cost effective Reduce costumers risk and financial exposure and Gives firm a competitive advantage. He raise states that, pollution prevention makes sense not because of end of pipe regulation, but because it has become cost effective approach to materials management. Product stewardship makes sense not because of waste disposal laws, but because it can reduce the customers risk and financial exposure. And the development and commercialization of short technologies that reduce inputs as well as outputs makes sense because it can give one firm a competitive advantage.However, as argued by Moir (2001), CSR plays a part in solving social problems that arise in an organisation. He also further states that CSR would enhance repute and greater employee obedience and retention. The fit of the European Communities (2002) as cited by (Jones et al . , 2005) argues that CSR has gained increasing recognition amongst companies as an important element in new and emerging forms of governance because it helps them to respond to a new set of fundamental changes in the overall business environment.These changes include globalisation and the responsibilities companies feel the need to address as they increasingly source products and services in developing countries the issues of image and report card, which have become increasingly important elements in corporate success and the need for companies to recruit and retain highly skilled personnel. Girod and Bryane (2003) as cited by (Jones et al. , 2005) adopt a strategic marketing perspective arguing that CSR is a key tool to create, develop and sustain differentiated brand names. field of study and international governments have also been active in promoting CSR. Carlisle and Faulkner (2004) as cited by Sweeney (2007) has argued that SMEs are likely to experience a wide range of barriers including, a lore that CSR does not relate to SMEs and vision constraints such as financial, human and time limitations. Large firms tended to agree with this and argued that small firms, in comparison to themselves may lack resources such as fina nces, human resources or time to devote to CSR and this can act as a barrier preventing them from undertaking CSR.It was also mentioned from some large firm respondents that smaller firms may not feel CSR is an issue for smaller firms to concern themselves with and as such the main barrier may simple be a perception that there is no need for them to concern themselves with CSR (Sweeney, 2007). One of the main crucial barriers of CSR is corruption according to Lewicka-Strzalecka (2006), corruption is accompanied by economic doldrums and social decline. Therefore, it may be not ungrounded to suppose that there is a relation between the level of corruption in a country and social responsibility of companies of this country.Lewicka-Strzalecka (2006) believes that the high level of corruption discourages managers and businessmen from creating positive, long-standing relations with particularized stakeholders, because the position of their companies is hardly dependant on their customer s, employees, partners, and the local community. They are instead likely to get involved in corrupt deals with high-ranking state officials, in order to win tenders, ensure their access to the market, or get various licenses.Members of various social, consumers, and other non-governmental organisations use the resources assigned for social and ecological goals for their own private interest (Lewicka- Strzalecka, 2006). Lewicka- Strzalecka (2006) claims that one of the theoretical problems of CSR is the question of precisely defining a companys duties towards its stakeholders. The author then further states that if the demand towards business is specified too broadly, authorities and individuals feel exempted from their responsibility.One of the unintentional results of the CSR policy can be growing expectations from specific stakeholders, as well as indifference of the local and central government, which is only too glad to dispose of a part of its duties. When a company helps peopl e in other than purely financial terms, it may be perceived as an example of paternalistic attitude towards the employees. For instance, dismissed employees think that the company would do better if it gave them specific sums of money instead of financing their outplacement, i. e. covering costs of training and providing mental help (Lewicka- Strzalecka, 2006).Lewicka- Strzalecka (2006) also alleges that another of the results of CSR is the development of the welfare-state mentality. The author further explains it as if a company voluntarily helps individuals or groups, after a certain time those groups can go on to regard it as something that is really theirs, or even propose other demands. Systematic help may encourage acquired helplessness, damp entrepreneurship, and even establish a dependency between the business and those who could otherwise act on their own in the market or society 2. 3 BUSINESS ETHI*CS AND CORPORATE SOCIAL RESPONSIBILITY IN BUSINESS MANAGEMENT It is extrem ely important for managers to behave in ways that are ethical and consider the greater good of the organisation and its employees. Since ethics plays a major role in business management future managers therefore need to be aware of the positive and negative implications with ones behaviour and hence this will allow them to think about how ethical and unethical behaviour has future effects.One of the main rolesof business ethics in business management is for managers to act as a role model by demonstrating ethical behaviour in order to set a leading example for other employees to look upon (Duarte, 2008). Another role of Business Ethics in business management involves creating a competitive advantage by creating resources that are socially complex, difficult to imitate and pass through critical time dependent stages (Dierickx and Cool, 1989 Barney, 1991 Amit and Schoemaker, 1993) as cited by (Galbreath, 2009).Such resources can be created based on reputation and trust which is not so easily imitated by competitors (Fombrun and Shanley, 1990 Barney and Hansen, 1994) as cited by (Galbreath, 2009). Similarly, Jones (1995) as cited by (Galbreath, 2009) argues that firms who develop relationship with stakeholders based on honesty, trust and corporation are in a better position to gain an advantage over firms that do not. The reason being is that developing trust and corporation between stakeholders takes time, which in turn leads to mutually beneficial value exchanges which help gain advantages that lead to improved performance.Business ethics also plays a vital role in helping an organisation in creating a strong positive corporate image which is believed to be the prepareation for building successful commercial relationships with different target publics. However, business ethics is also central in generating faith and trust between an organisation and its stakeholder (Papasolomou-Doukakis et al. , 2005). Furthermore, Chajet (1989) as cited by (Papasolomou-Doukak is_ et al_. 2005) postulates that a company with a good image can more easily attract audiences that influence the success of the organisation such as investors, partners, employees and customers. Therefore Business Ethics highly contributes to enhanced performance. CSR undeniably plays a very important role in Business Management. According to Moir (2001) CSR plays a major role in building a sustainable growth for business in a responsible manner. The author further states that CSR brings many forms of business benefits which include enhanced reputation and greater loyalty and retention.Furthermore The World Business Council for Sustainable Development on CSR (WBCSD, 1999) as cited by (Moir, 2001) states that CSR plays a major role in controlling risk, identifying market opportunities, modify reputation and maintaining public support. Buhmann (2006), reports the example of international companies who are recruiting employees that might otherwise find it difficult to get employed t his includes the recruitment of im migratory, refugees and disable people.In such a scenario, CSR plays a leading role in achieving a profile of decency within communities, and can have the advantage of attracting goodwill from governments in their efforts to integrate migrant workers or refugees who would otherwise have to be supported out of public funds. Organisations firmly believe that long term economic viability is in the interest of all stakeholders and that by integrating CSR into their organisation, it will play a role of providing long term growth and financial security for those stakeholders and to aintain or enhance their market position for example health and safety at work, training and management development all help to promote stability, security and efficiency within the workforce (Jones et al. , 2005). CSR also plays a role of giving organisations a competitive advantage over their competitors. CSR can take form of taking care of employees by providing them with b enefits which could be a source of competitive advantage (Smith, 2007). A competitive advantage also depends on reputation as well as on people, products and prices.Therefore, an organisations position in the market place depends on its acting in a socially responsible manner and how socially responsible its publics perceive it to be (Papasolomou-Doukakis et al. , 2005). Lantos (2001) states that prior to the mid-sixties, business ethics was not a major concern of business people. Rather, it was left to theologians to discuss issues of fair wages, unfair labor practices, and the morality of capitalism. The Protestant work ethic taught people to work hard and be successful this was the essence of business social responsibility.He also declares that, beginning in the 1960s ethical issues in business were raised on an unprecedented scale. Consequently, we heard consumer outcries against insensitive and immoral business practices. As a reaction to the negative publicity, by the mid-197 0s, the concept of raising corporate USAs consciousness was in vogue in both corporate boardrooms and college classrooms. The idea was that enterprises should not single-mindedly move profit without regard to morality. Thus, since the 1970s, societys expectations of business ethics have been climbing.Unlike yesteryear, productivity alone is no longer considered sufficient morally to relinquish a business organization. Also important is how wealth generation affects non-economic aspects of society, such as the welfare of employees, customers, and other members of the business system, as well as other outside groups and the natural environment (Lantos, 2001). Here is where CSR comes in. As the finding of Kilcullen and Kooistra (1999) states that CSR have canteredon the long-term advantages of socially responsible behaviour, advantages such as greater customer and employee loyalty and a more supportive external environment. 3. CONCLUSION To understand CSR one must also understand Bus iness Ethics. Organisations need to have a commitment to developing and maintaining an ethical organisational culture. This organisational culture is considered Social glue by Serpa (1985) as cited by (Wood and Rentschler, 2003), as it binds the organisation around its values, beliefs and ways in which it establishes and executes organisational practice. If CSR is practiced effectively, it can be extremely beneficial to an organisation by creating customer loyalty and also helps in gaining a competitive advantage. However, I disagree with Altruistic CSR as I feel it is immoral.I strongly contemplate that seizing ones wealth for another is immoral and therefore Altruistic CSR is partially inequitable, in my point of view. Albeit the above, from my understanding I consider Business ethics and CSR to be about similar to one another. Reason being when an organisation practices CSR, indirectly Business ethics is being practiced. This can be proven as CSR is practised with betterment of b oth the society and organisation in mind. Therefore, having in mind the interest of a party that may not matter to the organisation shows ethical responsibility which is a part of Business ethics.Hence CSR and Business Ethics are similar in their own manner. REFERENCE JOURNALS Amit, R. and Schoemaker, P. 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(2001), The practice of public relations, 8th ed, Prentice-Hall, Upper Saddle River, New Jersey, as cited by Papasolomou-Doukakis, I. Krambia-Kapardis, M. , Katsioloudes, M. (2005), Corporate social responsibility the way forward? Mayb e not , Journal of European Business Review, Vol. 17, No. 3, pp. 263-279. Smith, N. C. and Quelch, J. A. (1993), Ethics in Marketing, Irwin, Homewood, Illinois, as cited by Lantos, G. P. (2002), The ethicality of altruisic corporate social responsibility, Journal of Consumer Marketing, Vol. 19, No. 3, pp. 205-232. INTERNET ARTICLES Commission of the European Communities (2001), Promoting a European framework for Corporate Social Responsibility, available at http//europa. u. int/eur-lex/en/comgpr/2001/com2001_0366en01. pdf , as cited by Jones, P. , Comfort, D. , Hillier, D. (2005), Corporate social responsibility and the UKs top ten retailers, Journal of Retail and distribution Management, Vol. 33, No. 12, pp. 882-892. Commission of the European Communities (2002), Communication from the Commission concerning Corporate Social Responsibility A business contribution to sustainable development, available at http//europa. eu. int/comm? Employment_social/soc-dial/csr/csr2002_en. pdf, Jone s, P. , Comfort, D. , Hillier, D. 2005), Corporate social responsibility and the UKs top ten retailers, Journal of Retail and distribution Management, Vol. 33, No. 12, pp. 882-892. Confederation of British Industry (2001), CBI response to the European commission green paper on promoting a European framework for corporate social responsibility, available at www. europa. eu. int/comm/employment_social/soc-dial/csr/cbi_uk_en011219. htm, as cited by Jones, P. , Comfort, D. , Hillier, D. (2005), Corporate social responsibility and the UKs top ten retailers, Journal of Retail and distribution Management, Vol. 33, No. 12, pp. 82-892. The World Bank Group (2004), Corporate social responsibility, available at www. worldbank. org/development communications/where1/environment/csr. htm, as cited by Jones, P. , Comfort, D. , Hillier, D. (2005), Corporate social responsibility and the UKs top ten retailers, Journal of Retail and distribution Management, Vol. 33, No. 12, pp. 882-892. CONFERENCE PA PERS Kitchen, P. J. , Schultz, D. E. (2002), Managing reputation global issues and problems, paper presented at the 7th Annual Conference on Corporate and Marketing Communications, 29-30 April, as cited by Papasolomou-Doukakis, I. Krambia-Kapardis, M. , Katsioloudes, M. (2005), Corporate social responsibility the way forward? Maybe not , Journal of European Business Review, Vol. 17, No. 3, pp. 263-279. Poiesz, T. B. C. (1988), The image concept Its place in consumer psychology and its potential for other psychological area, paper presented at the 24th International Congress of Psychology, Sydney, as cited by Papasolomou-Doukakis, I. , Krambia-Kapardis, M. , Katsioloudes, M. (2005), Corporate social responsibility the way forward? Maybe not , Journal of European Business Review, Vol. 7, No. 3, pp. 263-279. To amass this books review, the most applicable or significant source would be secondary sources as it is very reliable and valid. Although there are many secondary sources availa ble but journals retrieved from emerald insight database are mostly used in this literature review. The reason being is that journals published in the site have been permitted by many other researchers who hold high ranks. The credibility of the journals used is also considered much higher because journals on emerald are reviewed before being published.However most of the journal authors hold high ranks in universities. For example, Geoffrey Lantos is a professor of Business Administration at Stonehill College, USA. Maureen Kilcullen is also an assistant professor at Kent University, USA. Lance Moir is a senior lecturer in Finance and Accounting at Cranfield School of Management. Moir also has a extensive amount of work experience as he was the Head of Corporate Finance and Planning at Storehouse plc from 1985 to 1990 and the director of Corporate Finance at Bass plc from 1991 to 1994. He is also the author of Managing Liquidity.Therefore, from their positions and experience, it ca n be seen that the authors are very well established in their qualification. All journals are also found to be very consistent, well presented with a valuable amount of information and include a good number of references. All the journals used in this literature do not have pre assumptions and are not biased. In addition, all these sources are up to date, considered to be reliable and valid and they have been picked from an authentic source. Appendix 2 Mind Map Appendix 3 Types of CSR drawframe Source Lantos (2001)