Godzilla vs Mechagodzilla essays

Godzilla versus Mechagodzilla articles True to life researchers have contended for a considerable length of time over which is this greatest, meanest, and coolest beast ever. Given the decision of Godzilla or Mechagodzilla: a great many people would pick the radioactive reptile over the space robot, on the grounds that Godzilla won against Mechagodzilla. What these individuals neglect to acknowledge is that Godzilla had an unreasonable preferred position in that fight. The two titans battled with all their capacity and when they arrived at an impasse, Godzilla enrolled the assistance of King Seeser the 120 meter hound like beast. While Godzilla held Mechagodzilla down, King Seeser beat the robot into accommodation. I have spent quite a while pondering over who might win in a reasonable battle. Despite the fact that they appear to be an equivalent match, the two beasts have altogether different traits. The two beasts have an attempt at manslaughter style of battling. Godzilla can move undetected in the water. This leaves him the alternative of overwhelming his adversary or making a fast retreat when essential. Godzilla may have his stunts, however in the zone of moving, I offer credit to Mechagodzilla for one explanation. Mechagodzilla can fly. Flight empowers him to assault or retreat at extraordinary speed, just as making him a hard objective. Godzillas ungainly reptile air is no counterpart for Mechagodzillas fly like speed. Guarded quality is another significant factor in a clash of galactic extents. Godzilla and Mechagodzilla can both endure a shot. Godzilla has exceptionally thick and extreme skin. Regardless of whether something were to puncture his defensive layer like scales, he has the special capacity to recover. On the off chance that you hit Godzilla, he sucks it in and continues battling. Mechagodzilla was structured by outsiders utilizing space age metals and is essentially indestructible. Robots dont know the significance of the word torment. In the event that you hit Mechagodzilla, he feels nothing and continues battling. Sadly, Mechagodzilla can't recover, which leaves Godzilla with the guarded edge. ... <!

In his classic The Sociological Imagination (1959) Essay Example For Students

In his exemplary The Sociological Imagination (1959) Essay , the late C. Wright Mills recommends that sociologists have an exceptional knowledge into the social world, since they can comprehend the unobtrusive linkage between close to home understanding and the structure if the general public all in all. C. Wright Mills feels that individuals have issues seeing past their quick circumstance. In his most straightforward terms, the sociological creative mind shows how people fit into the comprehensive view. Factories offers models managing joblessness and separation. He at that point proceeds to state, when just one man is jobless, that is his own difficulty. His aptitudes can be clarified by absence of abilities, openings, or readiness to work. Anyway when a great many American specialists our jobless this is a social issue. Either the economy isn't creating enough openings for work. Factories clarify joblessness as: on the off chance that one individual cant or is experiencing difficulty getting a new line of work is there absence of exertion, yet on the off chance that many individuals is experiencing a difficulty getting a new line of work, at that point it the absence of the general public for not creating enough occupations. At that point, Mills thinks about the general ascent in separate from rates in American. A couple might be miserably hitched, however when one out of two American relationships end in separate, it is taken past a specific couples individual difficulties. The sociological creative mind recommends the reasons for separate from must be comprehended as far as social advancements that have made hitched life less acceptable. In this short article C. Wright Mills discusses his exemplary The Sociological Imagination (1959) He at that point goes on and clarify the idea in his perspective on joblessness and separate in the USA. How people fit in the comprehensive view. At that point, Mills proceeds to state, We won't have the option to get ourselves or the world without understanding the gatherings to which we have a place and the general public where we live. .

How to be an effective team Research Proposal Example | Topics and Well Written Essays - 1250 words

Instructions to be a viable group - Research Proposal Example a)For a grown-up student, successful cooperation is vital for learning and information procurement process. For this age gathering, group correspondence is one of the fundamental components which help the association to make elite groups and accomplish further development and advancement. When all is said in done, a learning group can be characterized as a gathering of people cooperating to take care of issues or achieve assignments. It is the ever-changing aggregate emotions, expectations, issues and agonies of the network. Instead of essentially tell understudies that a specific circumstance or issue is fascinating or significant, analysts recommend that the instructor attempt to stimulate their feeling of interest (Bruner, 2007). When stimulated, it will help the understudies through the arranged course of study. Students must engage with whatever point or issue they select and should become familiar with its qualities just as the general abilities of critical thinking. To put it plainly, we learn by doing. The conventional, coherent technique for instructional method presents a deliberate, sorted out assortment of material. The mental strategy interfaces the subject to the students life circumstance and afterward gives that person work through it access at first riotous structure until a more clear comprehension rises (Dickson and Hargie, 2003). For a grown-up student, learning groups are an amazing structure choice that plans to address the difficulties of expanded information requests, improve yield quality, and address the social needs of the ever-changing worldwide workforce. Be that as it may, the achievement or disappointment of work groups will rely to a great extent upon correspondence. Successful correspondence necessitates that HR experts adjust key suppositions about inspiration, structure, and responsibility. Adjusted suppositions must help horizontal reasoning, cooperation, relationship, an attention on process, penetrable limits, and shared obligation. Learning groups are best when there is high assignment reliance

Religion, Media, and Nationality in Mahfouz’s “The Thief and the Dogs” - Literature Essay Samples

The Thief and The Dogs, an intriguing narrative by Naguib Mahfouz, is the story of a man named Said Mahran who had just got out of prison. He was convicted as a thief and feels betrayed by all whom he was close to. One of his ex-colleagues, Ilish Sidra, ratted on him and then married his wife Nabawiya and took custody of his daughter Sana; Sidra in fact brainwashes her to reject Said. Said also feels betrayed by his previous mentor, Rauf Ilwan, who encouraged his thievery to begin with. Said is now on a mission: seeking revenge. I believe Mahfouz creates internal conflict in the protagonist by use of contrasting influences, the texts trying to guide Said. The motifs of the media and religion in their various forms act as these contrasting influences in Said’s life which makes him feel trapped and gives him hope respectively; through such storytelling, it appears that Mahfouz is highlighting the role of religion and media for the people living in the post-revolutionary Egypt of 1952. First, it is essential to consider Mahfouz’s use of religion. It is represented throughout the book, it being referenced to as the Sacred Law, The Qur’an and also through the words of the sheik. The latter was a religious figure that Said’s father used to trust and follow as a disciple who Said goes to for shelter after he gets out of jail. We see Said reminisce of the times he spent in the sheikhs house accompanying father, his father saying â€Å"look and listen, learn and open your heart† (25). Mahfouz paints a very safe, inviting and peaceful picture of the sheik’s house, the door was always open, â€Å" a joy like the joy of paradise†. Looking back on his time in the sheikhs house in the father he sees it as a place of wisdom and even a sanctuary. The sheik is a very important representation of religion in the book. He provides answers, but within his cryptic nature they are never straight forward, his answer are also very ideal but they dont seem to be practical. I believe mahfouz created such a character in order to embody the features of religion. The words of the Sheik are often hard to understand, with every reply or answer in the form of a riddle, in Said’s stream of thought he says â€Å"My father could understand you, but me you turned away from, treating me as if you were turning me out of your house†(28) Showing us that this side of the sheik was not welcoming. A revealing example of the sheiks ideal cryptic nature is when he says â€Å"aren’t you ashamed to ask for his good pleasure while you are not pleased with him?†(29). First of, Said believes he was doing what was right (acting as a form of robin hood and supporting militant activity and the revolutionary struggle) and hence cannot see why he was being punished and hence Said is also angry at religion for all his misfortunes. The idea seemed ideal but was not practical. How could one be pleased in the lord after going through great misfortune and how can one’s misfortune be lifted if one is not pleased in the lord. This paradox attempts to give Said hope by showing him the way out of his misfortunes but in a way makes him feel stuck as he doesnt know what to do and how to do it and the advice doesnt make the situation any clearer. Said later goes into a rage, narrating all his ill fortune growing increasingly angry in reply Sheik simply told him to wash himself and read the Qur’an, we then see the Sheik trying to feed him words of hope quoting the Qur’an â€Å"If you love God, then follow me and God will love you’ and ‘I have chosen thee for myself.’†(32) and then goes on to say seek god with hope and reject the path of vengeance as murder and revenge are considered bad by the Qur’an. Again the advice sounds good but is hard to actually meet. Here we can say Mahfouz trying to make a statement about the ambiguity and the confusing nature of religion and its interpretation but also the importance and purity of its nature. Next, it is important to take into account Mahfouz’s use of media. Most of the media in the book is presented through newspapers. It seem that Said has more of a passion for the media than for religion. Constantly buy newspapers or asking around about them, even at his lover, Nur’s house. The first thing that Said does after getting out of jail is going to his Ex-mentor Rauf Ilwan for a job as a journalist in his paper to which Rauf reacts in a way that discourages and angers Said, saying â€Å"This is no time for joking. You’ve never been a writer, and you got out of jail only yesterday. This fooling around is wasting my time† (45). This makes Said question his future and possibly return to thievery, which Mahfouz has already shown is in Said’s head by the words â€Å"In my whole life I’ve mastered only one trade† (44). This could be Mahfouz pointing out the negativity of Egypt’s media, to shut down dreamers. Rauf had used to be a political activist, writing about the class struggle and corruption of Egypt in his papers (revolution of 1952), in which Said acted as a form of robin hood by stealing from the rich. This was a bond between the two of them, a form of common ground. Said feels betrayed by Rauf, now that this common ground had been removed for menial norms. Rauf stopped writing about civil strife and politics, and started following the norm of writing about gossip and fashion. Which could mahfouz making commentary on the state of Egypts media. How it has lost focus on important things in order to gain profit via superficial reporting. Such news is constantly shown to feed siads negativity but still remain addicting. After he sets out get his revenge, Said accidentally causes two separate murders to the wrong recipients. The news delivers the bad news bad news telling Said the the outcomes of his actions were the killing of innocents. The first headline is shockingly: â€Å"Dasta rdly Murder in the Citadel Quarter!† (80). The news also acts as the medium through which Rauf Publicly rejects him in the papers making him want to murder Rauf as well. Him being angry at himself for killing innocents. We can clearly see the news drowning the protagonist in negativity but Said’s interest in the news never wavers. All these mentions of news and media can be seen as Mahfouz mocking the media through social commentary. One of the most important questions that arise from the book are , on the choices Mahfouz makes for the characterisation of Said. Said is a character that houses a lot of internal conflict, such as him going to the Sheik for refuge and Allah for answers at the same time cursing them both for all his misfortunes. similarly his anger against the news that develops throughout the story, but at the same time his passion for it is constant, reading it even though it angers him; Said, in some respects, is supposed to represent the people of Egypt. We can say that Mahfouz has designed Said in order to make him embody the defining characteristics of the Egyptian people, and uses Said to point out the relationship of Egypt with media and religion, trying to educate current Egyptians that their blindly following ways are poisonous behaviors; they must learn to question and think about what they hear. The media should move away from the superficial trends and focus on the more important issues, whatever they may be. And religion should be thought about more clearly by the younger generations to avoid the creation of a people who, collectively, think and act like Said.

Taking a Look at Vitamin B12 - 1574 Words

Vitamin B12, also known as cobalamin, is an essential cofactor for many processes in the human body. The vitamin is essential in the diet, meaning that the body is not capable of producing vitamin B12 or its derivatives without obtaining the raw vitamin through ingestion. Although animals cannot produce cobalamin, organisms belonging to the domains bacteria and archaea are capable of synthesizing it. Many foods are fortified with B vitamins in order to maintain vitamin levels in the population. The recommended intake of Vitamin B12 in order to maintain proper health for an average adult is 2.4 micrograms per day. The main dietary sources of the vitamin are fish, meat, dairy and fortified foods. The history of Vitamin B12 is very similar to that of other vitamins and cofactors, in that Vitamin B12 was discovered because of the disease that its deficiency causes in humans. In this particular case, the disease that led to the discovery was pernicious anemia. In 1855, the disease was first described by a doctor working at Guy’s Hospital in London named Thomas Addison in his article Disease of the Suprarenal Capsules. For this reason, pernicious anemia is also known as Addison’s anemia. At this point in time, pernicious anemia was considered to be a death sentence to those afflicted. Another seventy years passed before significant advances were made in the treatment of pernicious anemia. In 1920, Doctor William Murphy began working on experiments to find a treatmentShow MoreRelatedHealthy Eating Plan Vs. Nutrition1394 Words   |  6 Pagesfor dinner you may have grilled fish with green beans. I did my 3-day analysis and I do not eat healthy. Week 1 of the class we had to track 3 days of how do we eat. I am the type of person that will go without eating. With me working two jobs and taking summer classes I am very busy. I normally do not eat breakfast but if I do have breakfast I’ll eat a brown sugar pop tart. 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If this amount was to double then I would spend more of my income - around $21.00 on fresh fruits and vegetablesRead MoreAnemia Case Study Answers1331 Words   |  6 Pagesdaughter for ongoing fatigue also noted to have lost 5 pounds over past 6 months. No night sweats or fevers. Pertinent past medical history includes severe, generalized osteoarthritis, hypertension, type 2 diabetes mellitus and depression. She is taking the following medications: acetaminophen 650mg every eight hours, Lyrica 75 mg twice daily; alendronate 70 mg once weekly, valsartan 320 mg once daily, fluoxetine 40mg once daily and insulin glargine 20 units once daily. Your exam reveals slight paleRead MoreHow Do Joint Joints Vitamins And Different Bone Deficiencies?1111 Words   |  5 Pages you ve got traditionally heard of experiences of persons suffering from painful joints. For some, the situation would even be a default when you re getting old. Is there relatively no manner out of these stipulations? How do joint affliction vitamins support in such scenarios? There are numerous commercials showing more than a few joint ache nutrients. These merchandise are simply in the market in this day and age. All of them, of direction, promise to be the first-class among the quality. ItRead MoreSci 241 Week 524609 Words   |  99 Pagespantothenic acid are B vitamins needed to produce ATP from carbohydrate, fat, and protein. Vitamin B6 is important for amino acid metabolism as well as energy production. Folate is a coenzyme that is needed for cell division. Vitamin B12, only found in animal foods, is needed for nerve function and to activate folate. Vitamin C is needed to form connective tissue and acts as a watersoluble antioxidant. Vitamin A is essential for vision, and it regulates cell differentiation and growth. Vitamin D is necessary

Organ Donation Essay - 806 Words

One organ donor can save or improve up to fifty lives. Kidneys, hearts, lungs, livers, and other major organs have been applicable for organ transplants. Doctors performed the first procedure of this kind in the mid-1950s and since sustained many lives, earning the common name a â€Å"gift of life.† These surgeries have led to many innovative procedures that can solve problems that once seemed insoluble. Medical advancements, such as transplants, are ethical and necessary for promoting the well-being of society and saving lives. For many patients, their only chance of survival is an organ transplant. However, organs come in short supply. â€Å"We have figured that there may be a billion people around the world who are suffering from diseases in†¦show more content†¦To her parents, the chance of Hannah living a normal life was greater than the idea of the operation being unethical. Unfortunately, Hannah passed away months later due to other health complications she e ndured. †But Hannah was the youngest patient to receive an artificial trachea, and the first child to receive an organ made from synthetic materials and her cells† (Moisse). The trachea was working and adjusted to Hannah’s body, but her body was too weak to continue working. Trial and error is an essential aspect in medical advancement. One can only make progress through learning from mistakes and making revisions. The Warren family takes pride in being part of this innovative surgery for their daughter, although unsuccessful. They have hope that it will benefit others in the future and save lives. While many critics contest the idea of medical advancements due to ethical discrepancies, physicians require specific actions to take place to avoid any issues with the patient and family regarding the procedure. 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Donors should be reimbursed for their donations because it allows patients to be given their organs faster, will help end organ shortages, and the donors should receive compensation for their hospital stayRead MoreEssay On Organ Donation814 Words   |  4 Pagesunpreventable, yet the process of organ donation and transplantation prolongs life. Problems with the supply and demand of viable organs lead to controversial topics and debates regarding solutions to suppress the gap between donors and recipients. One prevalent debate concerning these problems follows the question of whether to allow non-donors to receive organ transplants if needed even though they aren’t registered to donate their own organs. Although denying non-registered organ donors the possibility toRead MoreEssay on Organ Donation1638 Words   |  7 Pagescurrent process of procuring organs for transplantation. It will also explore technology on the horizon and alternates to donation. 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The injuries include brain trauma, broken bones, but most notably, a loss of two pints of blood, that your friend is in desperate need of. 3. Coincidentally your blood type matches. 4. Picture yourselfRead MoreOrgan Donation Myths Essay1857 Words   |  8 PagesOrgan donation myths have been around for a long time. These types of myths have stopped people from being organ donors as well as stopping families from letting there loved one receive a needed organ transplant. These myths are one of the main reasons for the organ shortage in the United States today. While some people decide to save another humans life some do not because of these myths surrounding organ donation. One person has the opportunity to save up to fifty lives just by deciding to be an

Personal Health Assessment Sample Essay Example For Students

Personal Health Assessment Sample Essay Through this paper I will reexamine the consequences of the Self Assessment. this will let me to place every bit good as explain which three of the six dimensions of wellness are my strongest. I will besides depict how I will better on the three staying dimensions. Through this class I will recognize the alterations that need to be made in order to better on my overall wellness. Each of the six dimensions of wellness are critical to a individuals life and should be taken earnestly in order to take attention of our organic structures. Integrating each dimension to make a balance in our lives will take to improved mental every bit good as physical wellness. through behavioural alterations this delicate balance can be achieved. Upon completion of the Self Assessment refering to the six dimensions of wellness the consequences have revealed there are three dimensions that I am strongest in and three dimensions that I need to better on. I am strongest in Spiritual Health. Social Health. and Emotional Health. I need to better on Environmental Health. Intellectual Health. and Physical Health. Religious wellness is associated with how an single sees their chosen faith. the way they take with the chosen faith. and how they look at life in general. I am strong in this dimension. This besides relates to Social Health since both relate to how an single Acts of the Apostless towards others every bit good as how others act towards me. I do non tie in with one peculiar organized faith I do believe in a higher power. I relate closely to the people I surround myself with and the earthly environment around me. Social Health is associated with lending to the community every bit good as the environment that is around each of us. I feel this relates to Spiritual Health besides. I relate to others good in societal state of affairss and am cognizant of the environment around me. I try to populate in harmoniousness with my community every bit good as the environment. Emotional Health is associated with how a individual recognizes consciousness and credence of their feelings. Emotional Health incorporates the grades to which an person manages their feelings and behaviours. I am an emotionally stable person. When I am faced with an emotional challenge I either work through it myself or speak in through with household or a friend. I respect my ain feelings and emotional along with those of others. Environmental Health is associated with concern for the environment such as litter clean up and recycling. I do hold a concern for the environment. but I do non make every bit much as I am capable of. I do seek to recycle every bit good as to buy merchandises made from recycled elements. but I sometimes find myself to occupy and connivence wins me over. I do populate on a beach and am actively involved in halting beach eroding and day-to-day clean up of the beach. Intellectual Health is associated with how an single processes information every bit good as their creativeness and other mental activities. A portion of Intellectual Health is believing before you act and this is an country I could better upon. I tend to move before I think when in an emotional state of affairs. Taking the clip to believe through my reactions will be good to me in the hereafter. Physical Health is associated with an persons overall wellness. Physical development involves eating a healthy diet that encourages nutritionary facets. prosecuting in regular physical activity. accomplishing overall health. Physical Health besides pertains to an persons weight. their exercising degree. and a individuals overall health. I could better in this country by eating more fruits and veggies and eating less pre packaged and sugary nutrients. Developing a repast program and lodging to it will assist. I could besides exert on a regular footing instead than away and on as I have been over the old ages. I need to take the clip to care for myself in order to be around to care for others. .ufe17aa32a6a03a0ae6a6f7c936eb19d3 , .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .postImageUrl , .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .centered-text-area { min-height: 80px; position: relative; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 , .ufe17aa32a6a03a0ae6a6f7c936eb19d3:hover , .ufe17aa32a6a03a0ae6a6f7c936eb19d3:visited , .ufe17aa32a6a03a0ae6a6f7c936eb19d3:active { border:0!important; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .clearfix:after { content: ""; display: table; clear: both; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3:active , .ufe17aa32a6a03a0ae6a6f7c936eb19d3:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .centered-text-area { width: 100%; position: relative ; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3:hover .ctaButton { background-color: #34495E!important; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3 .ufe17aa32a6a03a0ae6a6f7c936eb19d3-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ufe17aa32a6a03a0ae6a6f7c936eb19d3:after { content: ""; display: block; clear: both; } READ: Racial Profiling EssayThe most of import behavioural alteration that I can do to better myself would be to do better nutrient picks and to exert systematically. An person can be taught through behavioural alterations to larn a new behaviour every bit good as to extinguish an old 1. Through behavioural alterations an person can larn a new wont such as exercising and doing wise nutrient picks. Through this class I would wish to larn the tools to alter my bad behaviours by making new 1s. Through new behaviours I can life a healthier life style and be more productive at work every bit good as with my household. The six dimensions of wellness are critical to an persons overall wellness and felicity. Religious Health refers to your faith pick. Social Health refers to your communicating accomplishments. Emotional Health refers to how we deal with feelings and others around us. Intellectual Health refers to our mental activities. and Physical Health refers to our wellness and life style. Keeping these dimensions in head will let an person to better their overall good being. Mentions Boucher. J. L. ( 2010. Spring ) . Supporting patients to do wellness behaviour alterations.Diabetess Spectrum. 23 ( 2 ) . 85.Donatelle. R. J. ( 2010 ) . Access to wellness ( green erectile dysfunction. ) . San Francisco. Calcium: Benjamin Cummings/Pearson Koelen. M. A. . A ; Lindstrom. B. ( 2005. August ) . Making healthy picks easy picks: The function of authorization. European Journal of Clinical Nutrition. 59 ( Sup ) . S10-S16. Kunderburk. J. S. . Fielder. R. L. . DeMartini. K. S. . A ; Flynn. C. A. ( 2012 ) . Integrating Behavioral Health Services Into a University Health Center: Patient and Provider Satisfaction. Families. Systems. A ; Health. doi:10. 1037/a0028378

History of Nursing Research Essay Example

History of Nursing Research Essay University of Phoenix Material History of Nursing Research Worksheet There have been many influential publications, agencies, and people in the field of nursing research. Write 1–3 sentences in each cell of the table below to describe the importance, goal, or influence of each item. Publications |First publication date and importance: | |Nursing Research |First published: 1952 | | |Importance: | | |The increase in research activity during the 1940s prompted the | | |publication of the first research journal (Burns Grove, 2007, pp | | |9-10-11-12). | |Sigma Theta Tau Journal published by this organization is |First published: 1967 | |now called Image—The Journal of Nursing Scholarship |Importance: | | |Sponsored many local conferences to communicate research findings. It| | |provided research articles and summaries of research conducted on | | |selected topics (Burns Grove, 2007, pp 9-10-11-12). |Research in Nursing and Health |First published: 1978 | | |Importance: | | |Provides research articles and summaries of research conducted on | | |selected topics (Burns Grove, 2007, pp 9-10-11-12). | |Western Journal of Nursing Research |First published: 1979 | | |Importance: | | |Provides research articles and summaries of research conducted on | | |selected topics (Burns Grove, 2007, pp 9-10-11-12). | | | |Scholarly Inquiry for Nursing Practice |First published: 1987 | | |Importance: | | |The conduct of clinical research (Burns Grove, 2007, pp | | |9-10-11-12). | |Applied Nursing Research |First published: 1988 | | |Importance: | | |The conduct of clinical research (Burns Grove, 2007, pp | | |9-10-11-12). |Nursing Science Quarterly | First published: 1988 | | |Importance: | | |The conduct of clinical research (Burns Grove, 2007, pp | | |9-10-11-12). | |Conduct and Utilization of Research in Nursing |First published: 1982-1983 | | |Importance: | |To facilitate the use of research to improve nursing practice (Burns | | | Grove, 2007, pp 9-10-11-12). | |Annual Review of Nursing Research |First published: 1983 | | |Importance: | | |Experts ‘reviews of research organized into four areas: nursing | | |practice, nursing care delivery, nursing education, and the nursing | | |profession (Burns Grove, 2007, pp 9-10-11-12). |Agencies |Establishment date and goal or function: | |American Nurses’ Association (ANA) Council of Nurse |Established: 1972 | |Researchers |Goal: | | |To advance research activities, provide an exchange of ideas, and | | |recognize excellence in research. | | |The commission also influenced the development of federal guidelines | | |concerning research with human subjects and sponsored r esearch | | |programs nationally and internationally (Burns Grove, 2007, pp | | |9-10-11-12). |National Institute for Nursing Research (NINR) |Established: 1993 | | |Goal: | | |Focused its support on five research priorities; | | |Community-based nursing models. | | |Effectiveness of nursing interventions in human immunodeficiency | | |virus and acquired immunodeficiency syndrome (HIV/AIDS). | | |Cognitive impairment. | |Living with chronic illness. | | |Bio-behavioral factors related to immuno-competence (Burns Grove, | | |2007, pp 9-10-11-12). | |Agency for Health Care Policy and Research (AHCPR) |Established: 1989 | | |Goal: | | |To facilitate the conduct of outcomes research. We will write a custom essay sample on History of Nursing Research specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on History of Nursing Research specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on History of Nursing Research specifically for you FOR ONLY $16.38 $13.9/page Hire Writer It also had an | | |active role in communicating research findings to health care | | |practitioners and was responsible for publishing the first clinical | | |practice guidelines in 1989. These guidelines included a synthesis of| | |the latest research findings with directives for practice developed | | |by health care experts in a variety of areas (Burns Grove, 2007, pp| | |9-10-11-12). |Agency for Healthcare Research and Quality (AHRQ) |Established: 1999 | | |Goal: | | |Evidence-based guidelines and provided standards for practice in | | |nursing and medicine. Became a scientific partner with the public and| | |private sectors to improve the quality and safety of patient care | | |(Burns Grove, 2007, pp 9-10-11-12). |Department of Health and Human Services (DHHS) Health People|Established: 1992 | |2010 |Goal: | | |To focus of health care research and funding is expanding from the | | |treatment of illness to include health promotion and illness | | |prevention interventions (Bur ns Grove, 2007, pp 9-10-11-12). | |Sigma Theta Tau |Established:1967 | | |Goal: | | |Sponsored many local conferences to communicate research findings. It| | |provided research articles and summaries of research conducted on | | |selected topics (Burns Grove, 2007, pp 9-10-11-12). |People |Contribution to the field of nursing research: | |Florence Nightingale |Contribution: | | |Her initial research focused on a healthy environment promoting | | |patients’ physical and mental well being that included environmental | | |aspects such as ventilation, cleanliness, water, and diet. | |Collection and analysis of soldier morbidity and mortality during | | |Crimean war which gave soldiers the right to adequate food, housing | | |and proper medical treatment. | | |Changes within society with testing public water, improving | | |sanitation, preventing starvation, and decreasing morbidity and | | |mortality (Burns Grove, 2007, pp 9-10-11-12). |William Roper |Contribution: | | |Promot ed outcomes research during the 1980s to determine quality and | | |cost-effectiveness of patient care (Burns Grove, 2007, pp | | |9-10-11-12). | References: Burns, N. , Grove, S. (2007). Understanding nursing research-building and evidence-based practice (4th ed. ). St. Louis, MO: Saunders Elsevier. CERTIFICATE OF ORIGINALITY: I  certify that  the attached  paper is my original work and has not previously been submitted by me or anyone else for any class. I further declare I have cited all sources from which I used  language, ideas, and information,  whether quoted  verbatim or paraphrased, and that any assistance of any kind, which I received while producing this paper, has been acknowledged in the References section. I have obtained written permission from the copyright holder for any trademarked material, logos, or images from the Internet or other sources. I further agree that my name typed  on the line below is intended to have, and shall have, the same validity as my handwritten signature. Students  signature (name typed here is equivalent to a signature): Diana Wisocki___________________ ___

Cultural Globalization Essays

Cultural Globalization Essays Cultural Globalization Essay Cultural Globalization Essay while National Basely National movies re based on Islamic values, contraindicative, romantic and they turn to appeal and be watched more by Islamic countries. QUESTION 2 2 ECONOMIC ENVIRONMENTS: According to the business dictionary economic environment is the totality of economic factors such as employment, income, inflation, interest rates, productivity and wealth that influences the buying behavior of consumers and institutions. The Nigerian economic environment is the biggest in Africa. It is also one of the fastest growing and robust economy in the world which will be suitable for selling the Nebulas Gal . GAL toothier. 2. Economic infrastructure: According to a study done by economy watch, Insignias economic structure suffers from a lack of infrastructure and poor regulation related to foreign and private investments. To encourage foreign direct investment in foreign direct investments, the country has aligned trade tariffs with the Economic Community of West African States (SHOWCASE) standards. Prior to 2005, trade tariffs were the second largest source of revenue for the country and this will give Karmic International Motors an advantage to migrate its motorbike business to Nigeria. 2. Standard of living: Still, for 80 percent of the Nigerian population, the cost of living is around USED 1 per day. And there is also a deteriorating infrastructure. Although there is a small but growing middle-class in Nigeria there remains a glaring absence of a middle class. The rich are filthy rich and the poor are dismally, irrevocably poor. Hence Karmic International Motors needs to consider these disparities for pricing. 2. 3 Economic infrastructure: Among its African peers, Nigeria has relatively advanced power, road, rail, and CIT networks that cover the national territory quite extensively. In the transport sector, Insignias road networks are in poor condition from lack of maintenance, and the country has a poor record on air transport safety which means that when Karmic International Motors should expert logistical challenges especially when transporting the motorbikes from the assembly plant to the show rooms. 5 | Page 2. 4 Per capita income: According to the World Bank national accounts data, and COED National Accounts data files, the latest value for GAP per capita (current SIS$) in Nigeria was $1,501. 72 as of 201 1 . Over the past 51 years, the value for this indicator has fluctuated be;en $1,501. In 201 1 and $91. 37 in 1960. This will affect the profit margins of Karmic International Motors especially taking into considerations all capital that has to be spent on running the business and looking at the time to make a return on investment. 2. 5 Exchange rate: according to the money converter the latest exchange rates is 1 South African Rand is equals 16. 1683 Nigerian Naira. This is a good thing because it means all assembling of the motorbike and logistics will be done in Nigeria for a very small amount then transported to other African states at a lower rate. It also means that the motorbike will be marketable nice oil prices are low in Nigeria. 3 CULTURAL ENVIRONMENT: is a set of beliefs, practices, customs and behaviors that are found to be common to everyone that is living within a certain population. Cultural environments shape the way that every person develops, influencing ideologies and personalities [o] 3. 1 Living standard: In Nigerian living in poverty has risen to nearly 61% over the past 5 years. Absolute poverty is measured by those who can afford only the bare essentials. According to WFM Poverty has risen in Nigeria, with almost 100 million people living on less than a $1 a day, despite economic growth. It is a concern for Karmic International Motors besides of doing business in Nigeria, CSS projects that will fit in to the standard of living must be considered to improve the standard of living. 3. 2 Gangue Although: English is the official language of Nigeria but Hausa, Your, Gobo are the some of the domino languages in Nigeria. For marketing the bike on different radio stations all of these languages have to be taken into considerations. 3. Lifestyle: Nigerian are outgoing and friendly. Unlike in South Africa, The motorbike is a very popular mode of transport used in different areas of remonstration in Nigeria. This is a pulling factor for Karmic International Motors to invest in Nigeria. 3. 4 Values: Extended families are still the norm and are in fact the backbone of the social system. Grandparents, cousins, aunts, uncles, sisters, brothers and in-laws all work as a unit through life. Family relationships are guided by hierarchy and seniority. Social standing and recognition is achieved through extended families. These are the values that will be used by Karmic International Motors when they are running marketing campaigns to sell the motorbike. 3. 5 Taboos: Nigeria is a religious entry, the northern part of Nigeria is comprised Of conservative Muslims while the South has conservative Christians. Therefore it is taboo to eat in 6 | Page public during the month of fasting and this is one of the points that Karmic International Motors needs to put in mind when hiring some of the staff members. 3. 5 Norms and customs: Many Nigerian use gestures when communicating. They may smile to mask their true feelings, especially when disappointed or confused. Many employ indirect eye contact to demonstrate their respect for the other person. It is common to gaze at the forehead or shoulders of money they do not know well. Very direct eye contact may be interpreted as being intrusive unless there is a longstanding personal relationship. Members of staff of Karmic International Motors who will be going to train and work in Nigeria from South Africa needs to be trained on the Norms and customs before departing. DEMOGRAPHIC ENVIRONMENT: According to business dictionary [o] this is the demographic factors of the market in which an organization operates, and which are used to segment the target population for effective marketing. 4. 1 Size of population: 173. 6 million in 2013 and over 250 ethnic groups including Hausa and Filial 29%, Your 21 Oh, Gobo (Bib) 18%, Jaw 10%, Kanji 4%, Bobbie 3. 5%, Tip 2. 5% ,Muslim 50%, Christian 40%, indigenous beliefs 10%. This is a huge market for Karmic International Motors. The different demographic dynamics needs to be taken into consideration when setting up the business as well. 4. 2 Education level: The majority of curricula found in the international schools in Nigeria follow British, American or International Baccalaureate standards. The quality of education tends to be high, and students who are children of employees who decides to relocated there need not worry about ailing behind during their time abroad. Furthermore, many of the private schools are equipped with state-of-the-art facilities, and offer a healthy choice of extra-curricular activities. 3 Income level: The income levels are low however there is growing middle-class. The pricing of the motorbike should consider this fact. The Nebulas Gal . GAL motorbike needs to cater both the middle-class and the lower class. Furthermore this will also be at the advantage of Karmic International Motors when it hires staff from Nigeria. 4. 4 Employment rate: Although there is oil in Nigeria and other thriving sectors like farming by big business, however there is also a thriving small medium business enterprises. It also very much important for Karmic International Motors to note this because they will most of the time not be dealing with people who get monthly income but people who will be paying their installment at any given time in a month. 4. 5 Occupation distribution Incentives looking for work in Nigeria can average as much as 45 percent above basic pay, and range between about SAID 100,000 and USED 200,000 per annum. The average is about USED 123,000 a year, but is often quoted in terms of (approximately) USED 71 Page 00 per day. Very high-level senior management jobs in the oil sector will command higher salaries, sometimes as much as USED 450,000 a year. 5 CONCLUSION This assignment discussed different issues that entailed an in-depth look at the Exportability of global markets where issues such as the relationship between national culture and the film industry were explored on the first question. There was also a description of cultural globalization as a two-way street and a look as to why certain film genres do better in some cultures than in others.

Deaf culture and disability Essay Example | Topics and Well Written Essays - 1000 words

Deaf culture and disability - Essay Example In the first part of your essay, assume you are an attorney representing the interests of a nine-year-old child that has been deaf since the age of three. Argue that it is in the best interest of the child to receive a cochlear implant. Wikipedia states that "In December 1984, the Australian cochlear implant was approved by the United States Food and Drug Administration to be implanted into adults in the United States. In 1990 the FDA lowered the approved age for implantation to 2 years, then 18 months in 1998, and finally 12 months in 2002"( Wikipedia.net) Another reason is if the child is having severe to profound sensorineural hearing impairment in both ears, having a functioning auditory nerve, having lived a short amount of time without hearing, having good speech, language, and communication skills, or in the case of infants and young children, having a family willing to work toward speech and language skills with therapy, not being benefited byother kinds of hearing aids, having no medical reason to avoid surgery, living in or desiring to live in the "hearing world" , and has the support of friends. (Ibid) Another advantage of using cochlear ear implant is that the deaf can now use his or her hands to freely write or to make mathematical computations or even to caress the deaf's girlfriend or boyfriend with more intimacy. A person has the human right... tes that the implementation of the inalienable rights of all members of the human family" (Universal Declaration of Human Rights http://www.unhchr.ch/udhr/index.htm. The Universal Declaration of Human Rights calls on nations to respect the rights to life, liberty, and security (Article 3). This Declaration also states that everyone should enjoy the right to be educated and to basic standards of living. The same declaration calls on nations to provide for all of their citizens without discrimination. Human rights, in substance, are protections against abuses by all states, and guarantees that people shall receive benefits from states ( Cornell law) The CIGI stated that has stated that "Cochlear Implant Association Inc., while cognizant of the fact that the cochlear implant has materially enhanced the lives of a great many children, is not recommending the cochlear implant for all children" (http://www.cici.org/postat.html). The above data have increased the weight of the weighting scale towards USING the cochlear implant. In the second part of your essay, take the opposing side and write in opposition to the cochlear implant. Your essay should be equally divided between the two arguments. Some of the reasons why the child should not use cochlear implants are:In the year 2003, "the CDC and FDA announced that children with cochlear implants are at a slightly increased risk of bacterial meningitis (Reefhuis 2003). Many users, audiologists, and surgeons also report that when there is an ear infection causing fluid in the middle ear, it can in fact affect the cochlear implant, leading to temporarily reduced hearing." (Wikipedia)Another reason is that some deaf children feel overall worse off with the implant than without them in place. Still another

Project Management Research Paper Example | Topics and Well Written Essays - 1750 words - 1

Project Management - Research Paper Example The secondary challenge is based on the optimization of resources in a well organized manner (Larson & Gracy, 2003). We are living in the world of modern technology where execution of different software applications has made the complex methods simpler. Similarly, there are many software tools available that have made the process of project management much more effective and efficient. For fulfilling this purpose, Microsoft project is one of the basic tools that have captured the most of the importance these days. It has helped in the costs reduction, improved productivity, enhanced collaboration as well as it provides the facility of connected platforms. There are Ten Commandments of using MS project: 1. Thou shall save incremental versions of one's work. 2. Thou shall provide the right level of detail to the right project participant. 3. Thou shall not waste time trying to get MS Project to do things that a good spreadsheet would do. 4. Thou shall change today's date to the appropr iate time when creating a status report. 5. Thou shall check to make sure the program is doing what you want it to do. 6. Thou shall be patient in using the tutorial and help function to learn MS Project. 7. Thou shall save forests by printing only those pages one needs. 8. Thou shall help each other in mastering this program. 9. Thou shall not go insane by working with this software for more than 1 hour at a time. 10. Thou shall always remember that you are in control, not the software. Most Important Commandment Providing right level of detail to the right project participant is the key element or the soul of any successful project therefore, it is the most important commandment among the 10 commandments. For this commandment, information is the basic component that is required to attain the desired results. Information related to planning, execution, implementation, controlling, resources, time, budget, scheduling plays an effective role in pre-decision making process (Larson & G racy, 2003). It is also very important to discuss in detail and in-depth, each and every characteristic of the project with the project member to run it effectively. On the other hand, it is very important that each member of the project should be updated with the relevant information according to the role and project specifications. For example, the higher the role is, the greater would be the amount of information provided. However, the basic reason in the failure of any project depends on the lack of information provided by the management to any project member. 11th commandment can be added to use Microsoft Project i.e. Thou shall be tested rigorously to check the functionality of it with respect to the requirements laid down during the start of the project. Advantage of Using Project Management Software Application overshadow the disadvantages The advantages overshadow the disadvantages because the chances of project success increase by the successful implementation of these app lications. It manages the overall budget of the project, evaluates the risks associated with it, calculation of the costs and lastly, the business forecasting. It also helps in developing the performance reports and charts. It is a user-friendly software overall ( Mochal, 2006). What you need to know about the software is the approximate project management software market share that it takes to be sure that this tool is quite popular and it holds a majority of its customer

Learning Styles Essay Example for Free

Learning Styles Essay A learning style is basically the preference or predisposition of an individual to perceive and process information in a particular way or combination of ways. (Lynne Celli Sarasin, 2006) There are eight intelligences and an individual has one or more strengths in one of those intelligences. As we have learned from the readings, there are multiple ways to understand how an individual learns. There are three primary senses that are involved in learning: visual, auditory, and kinesthetic. Howard Gardner, for example, suggested that some students learn through their bodies (kinesthetic), others through music and rhythms (auditory), and many others through hand-outs and presentations (visual). Students have been learning in many different ways since ancient times. Teachers of Hinduism, Confucianism, Judaism, and Christianity all evaluated their students’ personalities, with an eye as to how to best teach them. (John D. Mayer, Ph. D. ) I have examined multiple websites on how Hinduism considers opinions of personality. For example, Hindu thought suggests that the wise person judges others with detachment and peace; as apposed to over-involvement, annoyance, or condescension. (John D. Mayer Ph. D. ) In Hinduism, the role of the yogi, or teacher, are to assist those, who sought enlightenment to learn about their essential atman (real inner self). (John D Mayer, Ph. D. ) Accomplished Hindu teachers distinguish among different types of students so as to provide each student with practices that will best guide him or her on the path to enlightenment. (John D. Mayer, Ph. D. ) As I further read into the article posted by John D. Mayer, he wrote about how there are three different types of students. Their way of learning is completely different from the way we learn here and what we learn about. I could use my primary sensory preference to increase my awareness and practice in Hinduism by watching videos and hearing lectures about their way of learning. (Due to the fact that I am a auditory and kinesthetic learner) Once I watch videos about their way of learning I would become more informed about their way of everyday life and their learning styles.

Public vs Private Education in Australia Essay -- essays papers

Public vs Private Education in Australia Every one in Australia wants the best education for the individual. The question is which one. Public or Private ? Education is one of the most important factors in determining what a person will become as a member of Australia's society. Because education is so important there are many questions that are asked for which is the better. The key terms for this topic are: Government School: one administered by the Department of Education in each State/Territory Non-government School: (private school) any school not administered by the Department of Eduaction, but including special schools administered by government authorities other than the State/Territory Education Department School: an educational institution which provides primary or secondary education on a full-time daily basis, or by radio or correspondence Over the past decade there has been a enrolment drift in education from public schools to private schools. In the year 2001 this enrolment drift has continued. In 1980 there were 78% of all students in public education, but last year there were less than 69%. There are a total of 2 248 275 students in public schools (ABS 12/02/2001). While Australia only has 69% of all students in public education, the United States and the UK have 90% of all students in public education. Over the past decade there has been a increase in enrolments at private schools.There has been a steady increase of enrolments in private education. In 1980 there was only 22% and in 1990 there was 28%, and in the year 2000 there was around 31% or 999 181 students in Australia attending a private school (ABS 12/02/2001). Year 12 retention rates across the board have had a continual increase. Year 12 retention rate: the percentage of full-time students of a given cohort group who continue from the 1st year of secondary schooling to Year 12. "The apparent retention rate of secondary students from Year 10 to Year 12 remained at the same level as the previous year at 74.4%. In 1990 the equivalent rate was 66.5%" (http://www.abs.gov.au/ausstats/ABS). The retention rates for public and private schools has not been as even. In 1985 the apparent retention rates for public schools was around 40% while private schools was around 65%. In 1995 public schools retention rates was around 66% while private scho... ...which the public schools can find to be very frastrating. Along with anything in Australia it has it's positives and negatives. To view these positives and negatives refer to appendix three. To view the positives and negatives for private schools refer to appendix four. More students in Australia today are moving away from public education and into private education because private education is perceived to offer more job opportunities for the individual. Bibliography: (2000),"Queensland Teachers' Journal",Protecting Public Education, 31 August 2000,p 6. Bagnall, D.(1999),"The Bulletin",Values-added education, Sydney,AVP Publishing Pty Ltd, 24 August 1999,pp 20-25. Commonwealth of Australia,(2001)."Australian Bureau of Statistics",Education and Training, http://www.abs.gov.au/ (16 May 2001). Commonwealth of Australia,(2001)."Australian Bureau of Statistics Book",Education and Training. Fordham, B.(2000),"Ninemsn",The great debate: public vs private schools, http://www.aca.ninemsn.com.au/stories/ 460.asp (1 May 2001). Gauci, J.(2000),"Kemp's bill rips off public education", http://www.greenleft.org.au/back/2000/429/429p9.htm (13 May 2001). Public vs Private Education in Australia Essay -- essays papers Public vs Private Education in Australia Every one in Australia wants the best education for the individual. The question is which one. Public or Private ? Education is one of the most important factors in determining what a person will become as a member of Australia's society. Because education is so important there are many questions that are asked for which is the better. The key terms for this topic are: Government School: one administered by the Department of Education in each State/Territory Non-government School: (private school) any school not administered by the Department of Eduaction, but including special schools administered by government authorities other than the State/Territory Education Department School: an educational institution which provides primary or secondary education on a full-time daily basis, or by radio or correspondence Over the past decade there has been a enrolment drift in education from public schools to private schools. In the year 2001 this enrolment drift has continued. In 1980 there were 78% of all students in public education, but last year there were less than 69%. There are a total of 2 248 275 students in public schools (ABS 12/02/2001). While Australia only has 69% of all students in public education, the United States and the UK have 90% of all students in public education. Over the past decade there has been a increase in enrolments at private schools.There has been a steady increase of enrolments in private education. In 1980 there was only 22% and in 1990 there was 28%, and in the year 2000 there was around 31% or 999 181 students in Australia attending a private school (ABS 12/02/2001). Year 12 retention rates across the board have had a continual increase. Year 12 retention rate: the percentage of full-time students of a given cohort group who continue from the 1st year of secondary schooling to Year 12. "The apparent retention rate of secondary students from Year 10 to Year 12 remained at the same level as the previous year at 74.4%. In 1990 the equivalent rate was 66.5%" (http://www.abs.gov.au/ausstats/ABS). The retention rates for public and private schools has not been as even. In 1985 the apparent retention rates for public schools was around 40% while private schools was around 65%. In 1995 public schools retention rates was around 66% while private scho... ...which the public schools can find to be very frastrating. Along with anything in Australia it has it's positives and negatives. To view these positives and negatives refer to appendix three. To view the positives and negatives for private schools refer to appendix four. More students in Australia today are moving away from public education and into private education because private education is perceived to offer more job opportunities for the individual. Bibliography: (2000),"Queensland Teachers' Journal",Protecting Public Education, 31 August 2000,p 6. Bagnall, D.(1999),"The Bulletin",Values-added education, Sydney,AVP Publishing Pty Ltd, 24 August 1999,pp 20-25. Commonwealth of Australia,(2001)."Australian Bureau of Statistics",Education and Training, http://www.abs.gov.au/ (16 May 2001). Commonwealth of Australia,(2001)."Australian Bureau of Statistics Book",Education and Training. Fordham, B.(2000),"Ninemsn",The great debate: public vs private schools, http://www.aca.ninemsn.com.au/stories/ 460.asp (1 May 2001). Gauci, J.(2000),"Kemp's bill rips off public education", http://www.greenleft.org.au/back/2000/429/429p9.htm (13 May 2001).

Services Marketing

Australasian Marketing Journal 18 (2010) 41–47 Contents lists available at ScienceDirect Australasian Marketing Journal journal homepage: www. elsevier. com/locate/amj How the local competition defeated a global brand: The case of Starbucks Paul G. Patterson *, Jane Scott, Mark D. Uncles School of Marketing, Australian School of Business, University of NSW, Sydney, NSW 2052, Australia r t i c l e i n f o a b s t r a c t Americanised the coffee tradition. Keywords: Service brands Service quality Global branding International business Starbucks Coffee The astounding growth and expansion of Starbucks is outlined, both on a global scale and within Australia. The focus then shifts to the abrupt closure of three-quarters of the Australian stores in mid 2008.Several reasons for these closures are described and examined, including that: Starbucks overestimated their points of differentiation and the perceived value of their supplementary services; their service standards declined; the y ignored some golden rules of international marketing; they expanded too quickly and forced themselves upon an unwilling public; they entered late into a highly competitive market; they failed to communicate the brand; and their business model was unsustainable.Key lessons that may go beyond the speci? cs of the Starbucks case are the importance of: undertaking market research and taking note of it; thinking globally but acting locally; establishing a differential advantage and then striving to sustain it; not losing sight of what makes a brand successful in the ? rst place; and the necessity of having a sustainable business model.O 2009 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved. 1. Introduction ‘‘Shunned Starbucks in Aussie exit† (BBC News, 4 August 2008) then shifts focus to describe the extent of the store closures in Australia, before offering several reasons for the failure and lessons that others might learn from the case. 2.Background ‘‘Weak coffee and large debt stir Starbucks’ troubles in Australia† (The Australian, 19 August 2008) ‘‘Memo Starbucks: next time try selling ice to Eskimos† (The Age, 3 August 2008) ‘‘Taste of defeat for the mugs from Starbucks† (Sydney Morning Herald, 31 July 2008) ‘‘Coffee culture grinds Starbucks’ Australian operation† (Yahoo News, 3 August 2008) When the announcement was made in mid 2008 that Starbucks would be closing nearly three-quarters of its 84 Australian stores there was mixed reaction. Some people were shocked, others were triumphant.Journalists used every pun in the book to create a sensational headline, and it seemed everyone had a theory as to what went wrong. This case outlines the astounding growth and expansion of the Starbucks brand worldwide, including to Australia. It * Corresponding author. Tel. : +61 2 9385 1105. E-mail addresses: p. [email  pro tected] edu. au (P. G. Patterson), [email  protected] com. au (J. Scott), m. [email  protected] edu. au (M. D. Uncles). Founded in 1971, Starbucks’ ? rst store was in Seattle’s Pike Place Market.By the time it went public in 1992, it had 140 stores and was expanding at a breakneck pace, with a growing store count of an extra 40–60% a year. Whilst former CEO Jim Donald claimed that ‘‘we don’t want to take over the world†, during the 1990s and early 2000s, Starbucks were opening on average at least one store a day (Palmer, 2008). In 2008 it was claimed to be opening seven stores a day worldwide. Not surprisingly, Starbucks is now the largest coffee chain operator in the world, with more than 15,000 stores in 44 countries, and in 2007, accounted for 39% of the world’s total specialist offee house sales (Euromonitor, 2008a). In North America alone, it serves 50 million people a week, and is now an indelible part of the urban lands cape. But just how did Starbucks become such a phenomenon? Firstly, it successfully Americanised the European coffee tradition – something no other coffee house had done previously. Before Starbucks, coffee in its current form (latte, frappacino, mocha, etc. ) was alien to most US consumers. Secondly, Starbucks did not just sell coffee – it sold an experience.As founding CEO Howard Schultz explained, ‘‘We are not in the coffee business serving people, we’re in the people business serving coffee† (Schultz and Yang, 1997). This epitomised the emphasis on customer service such as making eye contact and greeting each customer within 5 seconds, 1441-3582/$ – see front matter O 2009 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved. doi:10. 1016/j. ausmj. 2009. 10. 001 42 P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 leaning tables promptly and remembering the names of regular customers. From inception, Starbucks’ purpose was to reinvent a commodity with a sense of romance, atmosphere, sophistication and sense of community (Schultz and Yang, 1997). Next, Starbucks created a ‘third place’ in people’s lives – somewhere between home and work where they could sit and relax. This was a novelty in the US where in many small towns cafe culture consisted of ? lter coffee on a hot plate. In this way, Starbucks positioned itself to not only sell coffee, but also offer an experience.It was conceived as a lifestyle cafe. The establishment of the cafe as a social hub, with comfortable chairs and music has been just as important a part of the Starbucks brand as its coffee. All this came with a premium price. While people were aware that the beverages at Starbucks were more expensive than at many cafes, they still frequented the outlets as it was a place ‘to see and be seen’. In this way, the brand was widely accep ted and became, to an extent, a symbol of status, and everyone’s must-have accessory on their way to work. So, not only didStarbucks revolutionise how Americans drank coffee, it also revolutionised how much people were prepared to pay. Consistency of product across stores, and even national boundaries, has been a hallmark of Starbucks. Like McDonald’s, Starbucks claims that a customer should be able to visit a store anywhere in the world and buy a coffee exactly to speci? cation. This sentiment is echoed by Mark Ring, CEO of Starbucks Australia who stated ‘‘consistency is really important to our customers . . . a consistency in the product . . . the overall experience when you walk into a cafe . . the music . . . the lighting . . . the furniture . . . the person who is working the bar†. So, whilst there might be slight differences between Starbucks in different countries, they all generally look the same and offer the same product assortment. One way this is ensured is by insisting that all managers and partners (employees) undergo 13 weeks of training – not just to learn how to make a coffee, but to understand the nuances of the Starbucks brand (Karolefski, 2002) and how to deliver on its promise of a service experience.The Starbucks formula also depends on location and convenience. Starbucks have worked under the assumption that people are not going to visit unless it’s convenient, and it is this assumption that underlies their highly concentrated store coverage in many cities. Typically, clusters of outlets are opened, which has the effect of saturating a neighbourhood with the Starbucks brand. Interestingly, until recently, they have not engaged in traditional advertising, believing their large store presence and word-ofmouth to be all the advertising and promotion they need.Starbucks’ management believed that a distinctive and memorable brand, a product that made people ‘feel good’ and an e njoyable delivery channel would create repeat business and customer loyalty. Faced with near-saturation conditions in the US – by 2007 it commanded 62% of the specialist coffee shop market in North America (Table 1) – the company has increasingly looked overseas for growth opportunities. As part of this strategy, Starbucks opened its ? rst Australian store in Sydney in 2000, before expanding elsewhere within New South Wales and then nationwide (albeit with 0% of stores concentrated in just three states: NSW, Victoria and Queensland). By the end of 2007 Starbucks had 87 stores, enabling it to control 7% of the specialist coffee shop market in Australasia (Table 1). By 2008, consumer awareness of Starbucks in Australia was 90% (Shoebridge, 2008), with each outlet selling, on average, double the number of coffees (270 a day) than the rest of Australia’s coffee shops (Lindhe, 2008). 3. Expansion into Asia Starbucks currently operates in 44 markets and even has a sma ll presence in Paris – birthplace and stronghold of European cafe culture. Beyond North America, it has a very signi? ant share of the specialist coffee shop market in Western Europe, Asia Paci? c and Latin America (Table 1) and these regions make strong revenue contributions (Table 2). It is in Asia that they see the most potential for growth as they face increasing competitive pressure in their more traditional markets. Half the international stores Starbucks plans to operate in the next decade will be in Asia (Euromonitor, 2006; Browning, 2008). Indeed, Starbucks has done well in international markets where there has not traditionally been a coffee drinking culture, namely Japan, Thailand, Indonesia and China.In effect it has been responsible for growing the category in these markets. The ? rst Starbucks outside the US opened in Tokyo in 1996, and since then, Starbucks’ Japanese stores have become twice as profitable as the US stores. Unsurprisingly then, Japan is S tarbucks’ best performing overseas market outside North America. More than 100 new stores open each year in Japan, and coffee is now more popular than tea in terms of both volume and value (Lee, 2003; see also Uncles, 2008).As opposed to their entry into the Australian market, Starbucks made small changes to its formula for the Japanese market; for example, the invention of a green tea frappucino, and the provision of smaller drinks and pastries to conform to local tastes. Starbucks arrived in China in 1998 and by 2002 had 50 outlets, and 165 outlets by 2006 (BBC News, 2006), quickly becoming the nation’s leading coffee chain. Starbucks now sees China as its key growth market due to the size and preferences of the emerging middle class. In the Asia–Paci? region, Starbucks command of the specialist coffee shop market grew from 15% in 2002 to 19% in 2007 (refer to Table 2). The total market for cafes in China grew by over 135% between 1999 and 2004 to reach US$2. 6 billion. It is projected to grow another 144% by 2008 to reach US$6. 4 billion in sales. More specialty coffee shops are opening across China as a middle class with strong purchasing power emerges, although this rise in coffee consumption is highly concentrated in large cities such as Beijing, Shanghai and Guangzhou. Starbucks has said that it xpects China to become its biggest market after the US and the plan is to open 100 stores a year (Euromonitor, 2006). Signi? cantly, certain Western brands are valued by Chinese consumers and Starbucks appears to be one of them. A growing number of China’s 500 million urbanites favour Starbucks for its ambience, which is seen as an important signal of service quality, Table 2 Starbucks’ regional sales performance by outlets and value 2006. Region North America Asia Paci? c Western Europe Australasia World % of company sales (outlets) 79. 0 13. 6. 7 1. 1 100. 0 % of company sales (revenue in $US) 80. 5 10. 8 7. 7 1. 0 100. 0 Tab le 1 Starbucks’ share of the specialist coffee shop market in each major region. Region North America Western Europe Asia Paci? c Australasia Latin America Source: Euromonitor (2008b). 2002 (%) 44 17 15 6 0 2007 (%) 62 21 19 7 18 Source: Percentage of company sales in each region is calculated from retail sales within this market in 2006, with sales data drawn from Euromonitor (2007). P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 43 nd Starbucks’ design concept rests easily with China’s consumers, who tend to lounge with friends while sipping coffee. Its outlets in China frequently maintain larger seating areas than average outlets in other countries, and plush chairs and davenports are provided to accommodate crowds that linger. However, success for Starbucks in China is not a given, and they will face several challenges in the coming years. China’s accession to the WTO has led to the gradual relaxation of the policy gove rning foreign-owned retail outlets, and this will lead to more foreign investment and thereby competition (Lee, 2004).Several multinationals are engaged in selling coffee (including KFC, McDonald’s, Yoshinoya, and Manabe), and a number of local brands have recently emerged, some even imitating Starbucks’ distinctive green and white logo and its in-store ambience (notably Xingbake in Shanghai). Furthermore, the reduction of import tariffs on coffee will also encourage foreign investment in coffee. 4. The Australian retail coffee industry Australia’s taste for coffee is a by-product of the waves of immigrants arriving on the country’s shores following World War II. European migrants, predominantly Greeks and Italians, were the ? st to establish the coffee culture, which was later embraced more widely in the 1980s. For decades Australians enjoyed a variation of the ‘lifestyle coffee experience’ that Starbucks created from scratch in the US. Aust ralians did not need to be introduced to the concept of coffee as many other countries did. Savouring a morning cup of coffee was already a ritual for many consumers. It is fair to describe Australia’s coffee culture as mature and sophisticated, so when Starbucks entered Australia in 2000, a thriving urban cafe culture was already in place.This established culture saw Australians typically patronise smaller boutique style coffee shops, with people willing to travel out of their way for a favoured cup of coffee, especially in Melbourne where coffee has developed an almost cult-like following. For Australians, coffee is as much about relationships as it is about the product, suggesting that an impersonal, global chain experience would have trouble replicating the intimacy, personalisation and familiarity of a suburban boutique cafe.Furthermore, through years of coffee drinking, many Australians, unlike American or Asian consumers, have developed a sophisticated palate, enjoying their coffee straighter and stronger, and without the need to disguise the taste with ? avoured, syrupy shots. This love of coffee is easily quanti? ed. The Australian market is worth $3 billion, of which $1. 8 billion relates to the coffee retailing market. For every cup of coffee consumed out of home, two cups are consumed at home (AustralAsian Specialty Coffee Association, 2006). Per capita consumption is now estimated at 2. kg-twice as much as 30 years ago. Whilst Australians are among the highest consumers of instant coffee in the world, they are increasingly buying coffee out of the home (Euromonitor, 2008c). More than 1 billion cups of coffee are consumed in cafes, restaurants and other outlets each year, representing an increase of 65% over the last 10 years. Even between 2000 and 2005, trade sales of coffee have increased about 18%. In 2007, the growth in popularity of the cafe culture resulted in trade volume sales growing at an annual rate of 5%.Some 31% of the coffee so ld through foodservice is takeaway, and it is thought that ‘fast coffee’ will be a growth area in future years (Euromonitor, 2008d). There is also a trend towards larger takeaway sizes, with 400 ml cups increasing in popularity (Euromonitor, 2008d). One might argue that Starbucks drove these trends, especially in regards to larger sizes. There are almost 14,000 cafes and restaurants serving a variety of coffee types in Australia, and during 2006/07, they generated $9. 7 billion in income (Australian Bureau of Statistics, 2008).However, despite these statistics, the coffee business does not guarantee success. As Paul Irvine, co-founder of Gloria Jean’s notes, ‘‘Australia is a tough retail market and coffee retailing is particularly tough†. According to of? cial statistics, the cafe business is not always pro? table, with the net pro? tability of cafes falling to about 4%. For a cafe to be successful, it has to offer marginally better coffee than local competitors, and do so consistently. Coffee drinkers in Australia are discerning, and they will go out of their way to purchase a good cup of coffee.They are not as easily persuaded as people from other countries simply to visit their nearest cafe. Secondly, for a cafe to make a pro? t, it needs to turn over 15 kg of coffee a week. The national average is 11 kg, so a cafe has to be above average to begin with to even make a pro? t. Any newcomer needs to understand this before entering the market. The other signi? cant constraint on pro? tability is the cost of hiring baristas, with a good one costing between $1000 and $1500 a week (Charles, 2007). However, it seems that this is a necessary cost in order to deliver a superior product.The question that then begs to be asked is: How well did Starbucks understand this existing coffee culture? Did they under-estimate the relational aspect of coffee purchasing in Australia, as well as the importance of the quality of ingredients and the skills of the person making each cup? Did they overestimate the value consumers attach to the in-store experience and the ‘third place’ concept? Or did they just look at the statistics regarding coffee consumption and think that operating in Australia was a license to print money? Did they simply see Australia as the next logical step to global domination?Starbucks has 87% of the US specialty coffee shop market, and only now is it beginning to feel pressure from non-traditional competitors such as Dunkin Donut, 7 Eleven, McCafe and Krispy Kreme (Burritt, 2007). However, in Australia, the competitive landscape is different. Gloria Jean’s dominates the high-street part of the coffee retailing market and McCafe dominates the convenience end (Shoebridge, 2008). Other signi? cant competitors include The Coffee Club and Wild Bean Cafe (an add-on to BP petrol stations) and Hudson’s Coffee (see Table 3).All offer a similar in-store experience to Starbucks, wi th McCafe from 2007 onwards refurbishing many McDonald’s stores to imitate the Starbucks’ experience, albeit at the economy end of the market. 5. Growth grinds to a halt . . . store closures In recent times however things have started to go wrong for Starbucks. Internationally, company earnings declined as cashstrapped consumers faced record petrol prices and rising interest rates meaning they have had to pull back on gourmet coffee and other luxuries. Sales fell 50% in the last 2 years, the US share price fell more than 40% over the past year and pro? s dropped 28% (Bawden, 2008; Coleman-Lochner and Stanford, 2008; Mintz, 2008). Consequently, Howard Schultz, the founder and chairman of Starbucks, resumed the position of CEO in 2008 with the aim of revitalising the business. He slowed the pace at which stores were opened (and in fact closed more stores than he will open in the coming year), introduced key performance targets (KPTs) and an employee rewards system in the US, and simultaneously shut down every store in America for three and a half hours of staff training (Muthukumar and Jain, 2008).Customer-oriented initiatives have included the addition of more food, the launch of the Starbucks card and Starbucks express, and the provision of highspeed wi-? internet access (Hota, 2008). Notably, Schultz acknowledges that the company’s focus has been more on expansion than on customer service – the very thing that was at the heart of its unique value proposition. 44 P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 Table 3 Competition in the Australian specialty coffee chain market (chains arranged in order of the number of stores operating in Australia).Number of stores in Australia Gloria Jean’s 500 Year established in Australia 1996 Business model Price of an espresso coffee (e. g. , ? at white, cappuccino) Regular $3. 25 Small $3. 25 Standard $3. 40 Regular $3. 40 Small $3. 10 Tall $3. 60 Perform ance highlights and lowlights Franchise  Overall Winner, 2005 Franchisor of the Year  Sales rose 18% to an estimated $240 m for 07/08 driven by new stores and growth from existing stores  The fastest growing cafe brand in Australia and NZ  Number of stores up from 60 in 2002  Winner, 2008 Food Franchisor of the Year  The number of stores reported here includes NZ  Plans to open more sitesMcCafe Coffee Club Wild Bean Cafe 488 220 105 1993 1989 2004 Some store-owned, some franchise Franchise Part of a franchise with Wild Bean Cafe (BP) Connect Franchise Store-owned Hudson’s Starbucks 45 23 1998 2000  Plans to expand store numbers by 20–30% 08/09  Prior to closures in August 2008 there were 84 stores had a perceived lower quality product Sources: Various company reports as at the end of 2008. However, it seems that these measures were too late for the Australian operation. On 29th July 2008, Starbucks announced that it would be closing 61 of its 84 Australian sto res (i. . , 73%) by August 2008, resulting in a loss of 685 jobs. All of these stores had been under-performing (8 were in SA, ACT and Tasmania, 28 in NSW, 17 in Victoria and 8 in Queensland). This decline of Starbucks in Australia was not as sudden as many would have us believe and in fact some reports (Edwards and Sainsbury, 2008; Shoebridge, 2008) indicated that by late 2007 Starbucks already had:      accumulated losses of $143 million; a loss of $36 million for that ? nancial year; lost $27. 6 million the previous ? nancial year; loans of $72. million from Starbucks in the US; was only surviving because of its US parent’s support. Whilst the troubled economy might seem an easy scapegoat, with people tightening their belts and eating out less, it is unlikely that this was the core problem as evidenced by the continuing growth of their competitors. Indeed, coffee is no longer considered a luxury item by many Australians, but rather an affordable part of their daily ro utine. Instead, there is substantial evidence to suggest a number of factors combined to bring about Starbucks’ demise. . 1. Starbucks overestimated their points of differentiation and customer perceived value of their supplementary services ‘‘I just think the whole system, the way they serve, just didn’t appeal to the culture we have here† Andrew Mackay, VP of the Australian Coffee Traders Association, in Martin (2008) Whilst there was initial curiosity and hype about Starbucks, after trying it, many Australians quickly found that it failed to offer a particularly unique experience that was not offered by other chains or cafes.Given the strong established coffee culture and discerning palates of Australians, the core product – coffee – was not seen as particularly different from, say, a latte or short black from a good suburban barista, Gloria Jean’s or Coffee Club. Its point of difference in Australia, where a coffee culture alr eady existed, had to be in its supplementary or value-adding services – i. e. , its unique servicescape, engaging customer service, brand image and so on (Lovelock et al. , 2007).But was this worth a premium price, especially as the competition began replicating Starbucks in-store experience? Starbucks has since been harshly criticised by Australian consumers and the media. Their coffee has been variously described as ‘a watered down product’, ‘gimmicky’, and consisting of ‘buckets of milk’. These are not the labels you would choose to describe a coffee that aspires to be seen as a ‘gourmet’ product. It has also been criticised for its uncompetitive pricing, even being described as ‘‘one of the most over-priced products the world has ever seen† (Martin, 2008).Even the idea of the third place has come under criticism – ‘‘why would you want to sit around a pretend lounge room drinking a wea k and expensive coffee when you can go around the corner and have the real thing? † (Wailes, 2008). It seems that Starbucks’ rapid expansion, its omnipresence, somewhat standardised store design and recent insistence on staff achieving various sales KPTs (key performance targets) such as serving ‘x’ customers per hour, all combined to diminish the instore experience. The introduction of sales targets for front-line These closures saw 23 stores kept open in prime locations in Sydney, Melbourne and Brisbane.But this begs the question: can a 23-store chain be viable for the brand in the long-term? Based on the approximate numbers in Table 3, Starbucks had a 6% share of stores in Australia before the closures; this has now fallen to a share below 2%. Even before the closures, Australasia represented only 1% of company sales (Table 2) and now the ? gure is expected to be much lower. This may not make much commercial sense as it will be dif? cult to achieve econo mies of scale in terms of marketing and purchasing, and such small numbers are totally out of step with the clustering strategy adopted in its strongest markets – the US, Japan and China.However, it could also be argued that with Starbucks’ strategy of global domination, it is unlikely that it will ever close its Australian business entirely. Whilst Starbucks’ management have been keen to suggest that ‘‘this decision represents business challenges unique to the Australian market and in no way re? ects the state of the Starbucks business in countries outside of the United States†, the US market has also suffered. By September 2008, 600 stores had closed (or were due for closure), with about 12,000 workers, or 7% of Starbucks’ global workforce affected (Mintz, 2008).It should be noted that the situation in the US has only worsened as a result of the global ? nancial crisis. 6. So what went wrong? Opinions abound as to why Starbucks failed in Australia. Our research suggests there is some truth to many of these opinions. P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 45 employees, for example, meant staff and baristas had less time to engage with customers. It began to stray too far from its roots and the very values upon which the brand was built.Some of these actions were forced upon Starbucks by emerging competitors seeking to imitate the brand, and thus gain a slice of the ever growing lifestyle coffee market. Starbucks’ points of differentiation were systematically being eroded and, in a sense, the brand that taught the world that coffee is not a commodity was itself becoming one. 6. 2. Declining service quality The brand has also come under ? re for declining customer service as it continued to expand. For example, the quality of baristas is said to have declined as Starbucks widened its pool of applicants in order to meet demand at new stores.Can a 17 year old high school student really compete with a boutique trained barista with a passion for coffee? By not offering a better experience and product than emerging direct competitors, Starbucks found itself undermined by countless high street cafes and other chains that were selling stronger brews at lower prices and often offering better or equal hospitality. Whilst they may have pioneered the idea of a ‘third place’, it was an easy idea to copy, and even easier to better by offering superior coffee, ambience and service.Now, with so many coffee chains around, Starbucks have little point of differentiation, even wi-? internet access has become commonplace across all types of cafe. Furthermore, while customers were offered promotional rewards for returning to Starbucks, the card-based scheme is no more sophisticated than equivalent me-too cards at Gloria Jean’s, Coffee Club, Hudson’s and many independent cafes. And as noted earlier, one of the things that set Starbucks apart from the competition – i. e. , acknowledging customers (often by name for regulars) within a few seconds of entering the store and eriously engaging with them, began to unravel when Starbucks imposed both customer service and sales targets for its cafes. The imposition of these targets plus an ever widening range and complexity of coffees to remember and make to perfection, meant staff morale and inevitably customer service levels declined. In fact in the USA some staff were so disillusioned with the imposition of sales targets (because it meant they simply didn’t have time to engage with customers) they posted blogs openly stating that Starbucks had lost its way.Finally, it appears that Starbucks were not even delivering on their core promise of serving superior coffee in comfortable surroundings, thus justifying its premium price. By switching to vacuum packaged coffee, consumers are denied the store-? lling aroma of the coffee beans. The switching of traditional cof fee machines to automated espresso machines (which can make coffees 40% faster and move customers through the lines more quickly), has also resulted in a loss of ‘theatre’ (Grove et al. , 2000) for people wanting to see their coffee made that way and has also had implications for taste.In-store, it has been noted that there are fewer soft chairs and less carpeting, and Starbucks recently lost ground in the ‘service and surroundings’ category of the Brand Keys 2007 Customer Loyalty Engagement Index (Cebrzynski, 2008). It seems that Starbucks is now less about the quality of the coffee, and is more about the convenience of faster service and being on every corner – whilst still charging a premium. 6. 3. Starbucks ignored some golden rules of international marketing Ironically, it seems that the very thing that made Starbucks successful in the ? st place, its ability to adjust the original (European) business model and coffee tradition to local (US) con ditions, is the thing that let it down. Whilst Starbucks has made minor changes to its menu in countries such as Japan and Saudi Arabia, it generally offers the same products all around the world. When the company came to Australia, it brought its ‘American’ offering, simply bringing what worked in the US and applying it here, without really understanding the local market.But with more than 235 ethnicities speaking more than 270 languages and dialects, companies wanting to get ahead in Australia need to be aware that they are not dealing with one homogeneous market. Unfortunately what worked in the US was ‘‘bitter, weak coffee augmented by huge quantities of milk and sweet ? avoured syrups. Not so much coffee, as hot coffee-based smoothies†. For the Australian consumer raised on a diet of real espresso, this was always going to be a tough sell (Mescall, 2008) As McDonald’s Australia chief executive Peter Bush noted, US retailers that have had tr ouble making it work in Australia (e. . , Starbucks, Denny’s, Arby’s, Taco Bell) are those that have ‘‘introduced formulae developed for US palates and for the US way of doing business . . . These formulae have, at best, modest relevance in Australia†. Peter Irvine, co-founder of Gloria Jean’s, also noted that ‘‘US retailers often arrive in Australia thinking the size of their overseas chains and the strength of their brands in other markets will make it easy for them to crack the local market. Their focus is on global domination rather than the needs of the local consumers†.Further, there is a strong sense in Australia of buying local, supporting the community, having relationships with the people you buy from, and supporting ethically-minded businesses. Starbucks clashed completely with that, whereas local stores can differentiate themselves as being local and non-corporate. Furthermore, some would argue that Starbucks has b ecome a caricature of the American way of life and many Australians reject that iconography. Many are simply not interested in the ‘super-size’ culture of the extra-large cups, nor want to be associated with a product that is constantly in the hands of movie stars. . 4. Expanding too quickly and forcing themselves upon an unwilling public In the US, Starbucks started in Seattle as a single store. In a nation bereft of a genuine cafe culture, that single store captured people’s imagination, and soon became a second store, quickly followed by a third. Before long, Starbucks had become a demand-driven phenomenon, with everyone wanting a Starbucks in their local area. McDonald’s grew exactly the same way in Australia, opening just one or two stores in each city – nowhere near enough to meet demand – thus creating an almost arti? ial scarcity, which created huge buzz around the brand experience. Krispy Kreme did the same. But when Starbucks opened in Australia, they immediately tried to impose themselves with multiple store openings in every city – adopting the US-model of expansion through store clusters. Australians were not given a chance to ‘discover’ it. As Mescall (2008) points out ‘‘they took key sites, hung huge signs, made us order coffee in sizes and gave the coffees weird names. Starbucks said to us – ‘that’s not how you drink coffee. This s how you drink coffee’†. They took the Coca-Cola strategy of being available wherever people looked, but this quickly led to market saturation. Their expansion did not hurt their competitors so much as themselves, and they found themselves cannibalising their own stores. Furthermore, by becoming too common, the company violated the economic principles of cultural scarcity and the novelty wore off. By having too many outlets, becoming too commercial and too widely used, it began to lose its initial appeal of status and exclusivity.It began to have a mass brand feel, certainly not the warm feeling of a neighbourhood cafe. Furthermore, they became more reliant 46 P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 on less af? uent consumers who now, with a worsening economy, are spending less, making Starbucks more vulnerable to economic ? uctuations. 6. 5. Entering late into a highly competitive market ‘‘In America, Starbucks is a state of mind. In Australia, it was simply another player. † Barry Urquhart, quoted in Delaney (2008) From Day 1, Starbucks got off on the back foot.They lacked the ? rst-mover advantage they had in the US and Asia, ? nding themselves the late entrant in an already very developed, sophisticated and competitive market. Indeed, the competitive landscape in the Australian retail coffee market is very different to that of other countries. Here, Starbucks found themselves competing with hundreds of independent cafes and special ity coffee chains (see Table 3), where the coffee was generally better and the staff knew their customers by name. Signi? cantly, they were also the last of the major chains to gain a presence in Australia. 6. 6.Failing to communicate the brand Worldwide, Starbucks rarely employs above-the-line promotion, and this was also the case in Australia. Instead, they maintained that their stores are the core of the business and that they do not need to build the brand through advertising or promotion. Howard Shultz often preached, ‘‘Build the (Starbucks’) brand one cup at a time,† that is, rely on the customer experience to generate word-of-mouth, loyalty and new business. But in a market as competitive as Australia, with a consumer whose palate is discerning and whose loyalty often lies with a speci? barista, advertising and promotion was essential to communicate the Starbucks message. The issue is not so much about building awareness – which, at 90%, is hig h – but to communicate what the brand means and to give consumers reasons for patronising Starbucks. Their lack of advertising made this branding issue even worse, with many people unable to articulate why they should be loyal to Starbucks. At the same time, competitors were communicating their messages very effectively – McDonald’s, for instance, is a heavy spending, award-winning, advertiser in the Australian market.Added to which, more subversive counter-messages were coming from those who saw in Starbucks a ‘brand bully’ riding rough shod over the nuanced tastes and preferences of local cultures (Klein, 2000; Clark, 2008). In other words, a range of strong contrary messages were undermining Starbucks’ own very limited communications. 6. 7. Unsustainable business model Starbucks’ product line is limited primarily to coffee. Sometimes a new product idea will be developed, such as the Frappucino, but these tend to have limited product life cycles and/or are seasonal.For example, the Frappucino has traditionally made up 15% of (summer) sales, but recently sales have been down, suggesting that customers are already bored with it (Kiviat, 2008). Furthermore, in the instance where other products were offered, people failed to purchase them as they only really associate Starbucks with coffee and generally seek food elsewhere. This is a very different model to The Coffee Club which has much more of a cafe feel to it, or McDonald’s which has a full range of breakfast and lunch/dinner items that can be complemented by a McCafe latte.Hence the average transaction value at Starbucks is lower than its competitors, and therefore more customers must pass through its doors to reach the sales and pro? t levels of its competitors. It also creates con? ict with the Starbucks ethos of the third place (and allowing people to sit around for 30 minutes sipping lattes and reading, talking or sur? ng) versus the need to get peo ple in and out quickly and not take up valuable ‘real estate’ (which in itself means that the average Starbucks store needs to be much bigger than the average cafe).Unlike most of the other retail coffee chains, Starbucks does not use a franchise model, preferring to lease and ? t-out its own outlets. This means more cash is being spent upfront, and in Starbucks’ case, more debt accrued. But adopting a franchise model would have numerous other advantages than just minimising this. It would mean that local investors, with a good sense of the local market, put their own money into the business and take an active role in running it and shaping its direction. 7. What are the main lessons from this case study?Several key lessons emerge that should be of interest to both domestic and international marketers. 7. 1. Crossing international borders is risky and clearly Starbucks did not do their homework, or ignored their homework Well conceived market research involving b oth primary and secondary data, including qualitative and quantitative approaches, would have uncovered the extent of the ‘coffee culture’ that existed in 2000 when Starbucks entered the Australian market. It seems inconceivable that Starbucks management, or at least its Australian representatives, were not suf? iently apprised of the extent to which many consumers were already well acculturated in terms of buying and consuming European styles of coffees such as short black, lattes and cappuccinos, nor the extent to which many customers were in fact loyal to their suburban cafe or competitive brands such as Gloria Jean’s. As a late market entrant, Starbucks clearly failed to do thorough homework on the market before entry – this is a failure in terms of due diligence. Alternatively, they chose to ignore the messages that were coming from any due diligence that they had undertaken.This may or may not have been due to some arrogance on the part of Starbucks, or due to the fact that they considered they had a strong global brand which would meet with universal acceptance. An example of where Starbucks did do its homework, and act on it, was in France when it entered that market in 2006, establishing a cafe in the middle of Paris. Research had clearly shown the American way of consuming and socialising over a coffee was an anathema to many French, so Starbucks held back from entering the French market and when they ? ally entered it was with great trepidation, expanding at a very slow pace and testing the market at every step. 7. 2. ‘‘Think global but act local† This familiar maxim in international marketing should be well understood. While Starbucks had brand awareness as a major global brand, it failed to adapt the product and the customer experience to many mature coffee drinkers in Australia. As noted earlier, all the evidence suggests that it simply tried to transplant the American experience into the Australian ma rket without any adaptation.In particular, it failed to adapt either its core product or its supplementary services to create the intimacy, personalisation and familiarity that is associated with established boutique cafes in Australia. 7. 3. Establish a differential advantage and then strive to sustain it A question of strategy that Starbucks perhaps failed to address was, ‘‘Is our product differentiation sustainable in the long term P. G. Patterson et al. / Australasian Marketing Journal 18 (2010) 41–47 47 and does it continue to justify a price premium? As noted earlier, it can be argued that the core product in this case, that is the coffee itself, is essentially a commodity, and that Starbucks’ coffee, according to many consumers, was no different to the competition, and in some cases inferior. Then Starbucks’ points of difference clearly revolved around its brand image and supplementary services. It was these supplementary services, such as its unique servicescape and excellent customer service, that they used to justify a premium price. However, as competitors (e. g. , The Coffee Club) quickly imitated the ‘Starbucks experience’ (i. . , their supplementary services, ambiance, etc. ), by providing premium coffee and an intimate casual experience, Starbucks’ value proposition began to fade. In other words, their key points of difference could be easily imitated and were not sustainable. Faced with this scenario, the onus was on management to re-fresh and evolve any lingering differential advantage that Starbucks might have had or, at the very least, give customers reasons to continue patronising Starbucks through its communications. 7. 4. Don’t lose sight of what made you successful in the ? st place As more and more competitors emerged, both individual cafes and chains such as Gloria Jean’s and The Coffee Club, competitive pressures forced Starbucks to impose rigid sales targets on their frontline staff including baristas to increase store productivity. However, the imposition of these KPTs and the pressure to serve more customers more quickly meant that Starbucks forgot the very thing that made it unique in the early days, namely, to provide a customer experience in an intimate casual setting that set it aside from competitors.As more pressure was placed on staff to have higher throughput, this meant that baristas and other employees had little time to engage with customers. In other words, Starbucks forgot about the very things that made it unique in the ? rst place. This is akin to the Wheel of Retailing hypothesis (Hollander, 1960) where a no-frills retailer gradually moves upmarket in terms of variety of product, price and more services and within several years ? nds itself competing with the more established premium supermarkets that were the very competitors that they tried to distance themselves from in the ? st place. The only difference with Starbucks is t hat it reversed the direction of the Wheel – by gradually moving downmarket it brought itself into direct competition with cheaper operators and lost sight of what made it successful in the ? rst place. 7. 5. Consider the viability of the business model It has to be questioned whether the Starbucks’ business model is viable in the long term, or even the medium term. A business model that uses a premium price to justify the excessive ? or space and elaborate servicescape, and allows customers to sit in this environment for an hour sipping one latte, has to be questioned. Given that Starbucks do not have the array of products that, say, a McDonald’s might have and, as documented earlier in this case, therefore do not generate the same sales volumes and revenues, it is hard to see how the Starbucks’ model is ? nancially viable. 8. Conclusion In summary, it appears on all the evidence that Starbucks not only misjudged the Australian coffee culture but also mi sjudged the extent of the competition, and failed to adapt its offering to the local market.Furthermore, with the advent of high quality barista training, the availability of premium coffee beans and the technology to produce a high quality cup of coffee (at a modest cost), sole operators who knew their customers by name, were able to set up business as viable competitors. Starbucks may have been responsible for growing the premium coffee category, but the emergence of Gloria Jean’s and the Coffee Club (and McCafe, a premium coffee shop embedded in McDonald’s restaurants) turned out to be serious competitors.Finally, questions have to be raised about Starbucks fundamental business model in a market where many small niche players can easily replicate the ‘Starbucks Experience’. References AustralAsian Specialty Coffee Association, 2006. 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