Dell Business Analysis: Organisation and Effectiveness

Dell Business Analysis: Organisation and Effectiveness Summary The research is about study of distribution channel management at Dell Computers, UK. My work is more practical in nature, studying the Distribution Channels of Dell, both at a strategic and an operational level. I would be analysing the business function on its efficiency and effectiveness, comparing with the other industry performers. I would mostly be comparing the function against Sony Electronics, the most respected name in multi-channel distribution network; Acer, pioneer of value computing products and proprietary brands like Advent. The research aims to analyse and study the distribution channel of Dell in UK, distribution channel of its competitors, efficiency and effectiveness of Dells Distribution channel as compared to its competitors. And based on the research and analysis propose recommendations to enhance its effectiveness. The literature review section of the dissertation explores the definition of distribution, channel, and distribution channel and distribution channel management. Apart from that the section also examines the activities and the levels of distribution channel. The latter half of the section focuses on the distribution strategy adopted by Dell, Sony and Acer. Research is conducted by means of case study as well as survey. Case study analysis incorporates the study and effectiveness of the distribution strategy of Acer, Sony and Dell. Two set of questionnaires are designed to collect data from the end customer and the channel partners. Apart from that secondary data is used from from books, journals, company reports and documents, government websites whereas primary data is collected by means of survey questionnaire distributed channel partners and the end customers. In all 50 questionnaires are collected duly filled out of 60 questionnaires being sent out to the end customer whereas the questionnaire for the channel partners was send to 50 channel partners out of which only 30 responses were received. Questionnaires were sent out using survey distribution services of a web site. Care was taken to ensure that diverse demographic is covered for the survey. The research has its own drawbacks such as the work limited to the English market. Financial and time constraints of my semester mean that Im not able to conduct a global research that would be more apt in this case. Another limitation is most of my work is conducted through a personal observation method; as such it is prone to my personal bias. Thirdly distribution channel model is a sensitive piece of company information. As far as information on the competitors distribution channel is concerned its bit difficult. CHAPTER 1: Introduction This chapter will introduce the topic, specify the key aim and objectives of the dissertation, discuss the research approach and state the dissertation outline. The key aim of this chapter is to establish the foundation for the research topic by giving out basic information. 1.1 Introduction The research is about study of distribution channel management at Dell Computers, UK. The dissertation is more practical in nature, studying the Distribution Channels of Dell, both at a strategic and an operational level. I would be analysing the business function on its efficiency and effectiveness, comparing with the other industry performers. I would mostly be comparing the function against Sony Electronics, the most respected name in multi-channel distribution network; Acer, pioneer of value computing products and proprietary brands like Advent. Dell Inc. is a multibillion dollar, multinational technology firm that manufactures, develops, sells and supports personal computing and computer related products. Dell has seen a rapid growth to become one of the top three vendors in the PC manufacturing industry, and has seen a substantial increase in share price and market value. While many other companies were unable to handle the demands of the competition, Dell has proved successful in such an environment. The main key to success to Dell has been its two innovative practices that is direct sales and build-to-order business model. This model is simple as a concept but highly complex to execute, especially in the present conditions of rapid growth and change. Dell has continually renewed and extended its business model while striking a balance between control and edibility. Dell made changes in its design, manufacturing, procurement, and logistics processes to reduce the costs, and to speed up the entire distribution system. It has expanded into International markets and it started making notebook and server product lines which has led to extraordinary profits for dell, and has given a great market value for the company. Dell has reached sales of $18.2 billion by the year 1998, with a profit of $1.46 billion, and Dells market share in the PC market grew from 3% in 1995 to 9.2% in the year 1999 with stock price increasing by 40 times. Dells market capitalization has reached $100 billion. 1.2 Research aim and Questions The primary purpose of my research work is to analyse the role distribution channels play in the functioning of a business, both in the long run and in the short run. My study is to present a detailed description of the unique distribution channel adopted by Dell Inc., analyse its efficiency and effectiveness, identify possible loopholes and put forth recommendations for development. My study is being undertaken with an aim to answer the following research questions: * How are the various distribution channels organised within Dell Inc.? * How does it compare with its competitors? * How effective and efficient is this channel management at Dell? * What can be done to make it better? The four research questions are the guiding blocks of my entire research and all of the work would be done, keeping them in view. Distribution Channels within Dell: I would be looking at Dells innovative distribution channel management which has literally revolutionised the importance of Direct Marketing in the consumer electronics space. Direct marketing is still the primary distribution mechanism within Dell. I would be documenting the evolution of this concept within Dell right from its customized sales regime during PCs Limited to the complex and sophisticated systems that it employs currently. I would be presenting a visual of the entire distribution network that it stands at today. Comparison with its competitors: I would be comparing the dynamic distribution systems of its arch rivals. Sony and Acer are the brands that I would be concentrating upon. I would be looking at the strategies adopted in different economies, though my primary concentration would be on the English markets. Efficiency and Effectiveness: I would be conducting an efficiency and effectiveness test of Dells powerful distribution network against its competitors. This would be an empirical study. I would be concentrating on the parameters of Customer Satisfaction and Vendor relationship management. Recommendations: Finally, I would be putting forth recommendations for future developments along with the cost benefit analysis of such implementations. 1.3 Research approach The study is conducted by collecting secondary data and primary data. Secondary data is collected from books, journals, government websites, company documents whereas primary data is collected by means of survey questionnaire distributed among channel partners and the end customers. Participants of research would be intermediaries in the distribution network and the end customer. In order to select the participants the study has made use of stratified random sampling method in order to make sure that major demographic segments are represented while selecting the samples (Rao Skinner, 1996). Questionnaire design consists of two parts. The first part contained the demographic information while the second part dwelled on each of the subjects perception on each variable using five point likert scales from 1 (â€Å"Strongly Agree†) to 5(â€Å"Strongly Disagree†). The study did not require any assistance from a third party or any other institution. In order to collect data the study made use of web portal survey to distribute survey and get responses. The system was designed in such a way that the respondent have to submit all the answers. Out of 60 questionnaires, responses for 50 surveys were obtained. The duration for the survey was kept as two weeks, a reminder mail was being sent to the respondents at the end of week one to remind them. 1.4 Importance of the study Organizations have been undergoing strategic changes over the past decade. More so in the past couple of years. The current recession has proved that risk management and strategic planning are most vital for an organizations long lasting and self-sustaining performance. My work will strive to highlight one such areas of strategic thinking and inform the senior management about the benefits involved. 1.5 Research Scope My work would primarily be concentrated on the UK market. Though Dell is a global corporation with intermediaries present across the globe, all working towards forming an effective value chain to maximize business potential and ensure efficiency in operations; UK being the second biggest market after the US will be a general approximation of the entire organizational behaviour. Furthermore, the cosmopolitan nature of London and demographic diversity ensures that it would be a close estimate of the general population. 1.5 Limitation of Research I intend to undertake my research as comprehensively as possible. As in any research work, inherent are some unavoidable drawbacks in my study. Few of them are: * Financial and Time Constraints: As outlined before, the scope of my work is limited to the English market. Financial and time constraints of my semester mean that Im not able to conduct a global research that would be more apt in this case. * Personal bias. Most of my work is conducted through a personal observation method; as such it is prone to my personal bias. However as the person who is to do the entire research right from formulation of research questions to recommending solutions, I would be most qualified to comment on the topic. * Information Constraints. Distribution channel model is a sensitive piece of company information. Though I have secured access to Dell, wherein I could do all the data mining myself, the extent of information that I would be able to muster about the rivals model is still to be seen. 1.5 Dissertation outline The structure of the dissertation is as follows Chapter 1: Chapter 1 encompass introduction to the topic, followed by brief background into the research topic. This beginning chapter also lays bare aims and objectives of the research followed by structure of the thesis. Apart from that this chapter also gives information on the research approach adopted and the limitations of the research. Chapter 2: The literature review section of the dissertation explores the definition of distribution, channel, and distribution channel and distribution channel management. Apart from that the section also examines the activities and the levels of distribution channel. The latter half of the section focuses on the distribution strategy adopted by Dell, Sony and Acer. The final section compares the distribution strategy by all the three players. Chapter 3: The thesis then moves on to methodology section wherein the research model, research framework and data collection methodology is discussed. Questionnaire method is used to collect the necessary data from the consumer. Chapter 4: This chapter explores data findings Chapter 5: This chapter presents the conclusion. Chapter 6: This includes references using Harvard referencing style Chapter 7: This includes the Appendix 1.6 Summary The chapter introduced the topic of the dissertation, specified the key aims and objectives of the research. Discussed the research approach in form of secondary and primary data collection through the means of questionnaire and clearly stated the limitations of the research in brief. The chapter also outlines the research structure specifying the contents of each chapter. Chapter 2: Literature Review During my research, I would primarily be looking towards the concepts of Distribution Channel and its management. I would be guided by the various contributions in the field, though my work would primarily be influenced by the theories and suggestions of Philip Kotler in the area. A Professor of Business Studies at the Kelloggs Business School, Kotler is often regarded as the ‘Father of Modern Marketing. My work also coincides with various other management thinking like Consumer Behaviour, Relationship Management, Marketing Mix and Optimization, among others. 2.1 Definition 2.1.1 Distribution Kotler (1996) states that distribution is a key element in the marketing mix (place amongst the 4Ps). It is the systems and practices in use which make a product or service available to the consumer of such a product or service. 2.1.2 Channel Channel is defined as â€Å"a set of interdependent organizations involved in the process of making a product or service available for consumption or use† (Gorchels, West, Marien, 2004). It can also encompass physical movement, warehousing, ownership of the product, presale transaction, post-sale activities; order processing, credit and collections; and other different types of support activities (Gorchels, West, Marien, 2004). 2.1.3 Distribution Channel The Distribution Channel is the chain of intermediaries, each of them passing on the product or service to another intermediary until it reaches the consumer. The business dictionary defines it as â€Å"The route by which a product or service is moved from a producer or supplier to customers. A distribution channel usually consists of a chain of intermediaries, including wholesalers, retailers, and distributors, that is designed to transport goods from the point of production to the point of consumption in the most efficient way† (Dictionary, 2010) Another definition of Distribution channel states â€Å"A group of independent and interdependent organizations involved in the sale and movement of goods and services to the end users may be called a distribution channel or network† (Gorchels, West, Marien, 2004). More specifically, a distribution channel is: * The transfer of goods from manufacturer to the end user. * Route of a company for distributing the goods. * The process of moving goods from the manufacturer to the consumer. * A supply chain consisting of all parties in between production to the end user. 2.2 Types of channel members The activities in the distribution channel can be carried out by the marketer himself or it can be carried out by specialist organizations. The specialist organizations and the channel members can be categorized into two types. * Resellers * Specialty Service Firms. Resellers are the companies which usually buy and take the ownership of the products from the manufacturer with the intention of selling to end consumers. An organization can have one or more than one reseller in the chain. The network or chain of resellers is known as reseller network. The resellers can be further classified into: Retailers: A retailer sells the product directly to the end customer. Wholesalers: Wholesalers buy the products from manufacturer or other wholesalers and then they sell the products to the retailers. Industrial Distributors: They are the ones who sell products from one business to other, they are suppliers who buy the goods and sell it to another firm. Specialty service firms are organizations that do not take the ownership of the products. They also provide additional services along with the products. Specialty firms can be: Agents and brokers: They are the firms which bring together the suppliers and buyers and mediate the sale and they charge a fee for this kind of service. Distribution service firms: They provide services which help with the movement of goods in the distribution channels like transportation, processing and storage of goods and products. Others: They are the firms which provide other services to the channels in distribution like insurance, routing assistance etc. The distribution channels consist of many parties among which each of them is trying to meet their objectives. Relationships between channel members should be strong with each others especially on which they are depending for the further distribution of product. 2.3 Levels The arrangement of the distribution channels can be classified into two types: * Independent channel arrangements. * Dependent channel arrangements. Independent channel arrangements: In this type of arrangement the channel members negotiate deals with others which do not result in the binding of the relationships. Channel members are free to make arrangements which they feel is in their own and best interest. An individual member decides what is best for them and not the entire channel. This is also called conventional distribution arrangement and often significant conflict as each member decides what is best for him and not in concern with the entire channel As shown in the figure 2 there are four levels of distribution channels. Channel 1 is called the direct marketing channel which is the distribution of products or services from the manufacturer to the customer. The best example for this channel is Dell which does not makes use of any intermediaries to distribute its products to end customers; there are no retailers, agents or wholesalers. The channel does not have any intermediaries. This type of channel helps to eradicate the excess cost and also helps to have good control over the quality and marketing. The other three channels fall in the category of â€Å"indirect marketing channels†. As shown in the figure 1, the second channel has one intermediary, if the market is a consumer market the one intermediary is basically a retailer. Electronic consumer goods market of UK is an example of second type of channel arrangement. In this type of distribution arrangement the companies sell good to large retail chains, example would be Sony, Canon, and HP selling their electronic goods to large retail chains such as Dixons. These retailers in return sell the goods to the end customer. As shown in the figure Channel 3 consists of two levels which are the wholesaler and the retailer. The role of the wholesale in this channel is to buy the products at bulk from the manufacturer and then sell the same to retailer in smaller quantities. This model works best for retailers on small scale and not for big chains such as Dixons. This type of distribution channel is best when there are large number of small retailers and not big companies. Example in this case would be the medical drugs distribution market in the UK. The fourth channel has added level to it in the form of agents who work as intermediary between manufacturer and wholesaler. The agent acts as representative for both the sides. This works in textile market. Figure 2 gives information on the four types of distribution channel. Dell follows the manufacturer to direct customer channel thus discarding the intermediaries in between. Source: http://nptel.iitm.ac.in/courses/IIT-MADRAS/Management_Science_II/Pdf/1_4.pdf A direct distribution channel is where a company sells their products direct to consumers. While direct channels were not popular many years ago, the Internet has greatly increased the use of direct channels. Additionally, companies needing to cut costs may use direct channels to avoid middlemen mark-ups on their products. Distributors, wholesalers and retailers are the primary indirect channels a company may use when selling their products in the marketplace. Companies choose the indirect channel best suited for their product to obtain the best market share; it also allows them to focus on producing their goods. Though, in practicality, a number of other players exist, they can be generalised to the above. The specific channel of distribution adopted by a company depends, to a major extent, on its business model, the industry type and the scale of its operations. As an Instance, Sony has its own set of company operated exclusive showrooms. The strong brand equity of Sony, the scale of its business and clearly identifiable product differentiations that it enjoys with the consumers, allow it to leverage on its economies of scale and scope by operating its own outlets. Directly, this result in better margins for the company and indirectly it helps building on its already demanding brand leadership. Dell, on the other hand, relies more on online sales. This is because of the organization of its service delivery utility. Dells business model is based upon its centralised manufacturing facilities, rather than the nuclear organization at Sony. Online sales suits such a strategy by negating the high costs of transportation and inventory planning issues involved. A manufacturer selling a physical product might require three channels: Sales Channel, Delivery Channel, and Service Channel. In Our case, Dell uses telephone and internet as sales channels, express mail services as the delivery channel and local repair people as its service channel. 2.4 Distribution Channel Activities Distribution includes different range of activities (Richard Gay, 2007) * Linking many suppliers to provide wide range of consumer choice * Assist the exchange process identify the needs of the buyer in the context of product categories, quantities, range etc. and devise manufacturing, inventory and packaging schedules to fit. * Marketing information: This encompass collection, distribution and analysing marketing research information such as the past sales data about the players within the organizations marketing environment. * Promotional activities- This involves setting of promotional objectives and activating the various elements of the marketing communications mix and measuring their effectiveness, this will encompass identify and communicate with prospects. * Pricing: Deciding on the sales terms and conditions at each stage of the value chain * Risk management This includes analysis and resource sourcing required for involvement in the channel , the degree of control and influence and the potential benefits such as revenue and profit generation. * Physical Distribution Management It includes the transportation all aspects of warehousing management and information flows. Other Activities that may be part of the distribution channels are as follows: * Order Generation. * Handling of Goods. * Shipping of Goods. * Storage of Goods. * Display of Goods. * Promotion of Goods. * Sale. * Feedback. 2.5 Distribution Channel Management Distribution Channel Management is all about getting the product or service to the right people at the right time under the constraints of profits, efficiency and effectiveness. Successful marketing does not end when a business has developed a product or service and has found its appropriate target audience with a view to selling it at the right price. The next issue that needs to be faced is how they are going to distribute and sell this product/service to these people- the consumers. When a product/service is purchased by a consumer, it may have been bought directly from the business, or it may have been through a number of intermediaries (wholesaler, retailer, etc.): these are known as distribution channels. Small businesses need to acknowledge the different types of distribution channels to utilize sales potential. Distribution channel management involves a lot of channel decisions, strategic alternatives and numerous linking concepts, all of which would be explored in my research paper. Distribution channel management involves a lot of channel decisions, strategic alternatives and numerous linking concepts. The PC industry is driven by rapid technological improvements in components, particularly microprocessors, other semiconductors, and storage devices. The improved performance of hardware has been matched historically by increased complexity of software, creating demand for the latest hardware. Figure 2 PC Supply Chain This means that time is a critical competitive factor in the industry in two ways: * Firstly, excess inventory loses value (at an estimated 10% per month 😉 and costs money; * Secondly, products incorporating the most advanced technologies are in high demand and carry a price premium. As a result, companies that minimize inventory and bring new products to market faster can reduce costs, increase market share, and maintain higher margins. Two factors come into play in determining the ability of PC companies to manage inventory and introduce new products. First is the standardized, modular nature of the PC. PCs are built from standard components, using common architectural interfaces determined largely by Intel, Microsoft, and, earlier, IBM. PC makers also can outsource much of their production and purchase components from a well-established production network of contract manufacturers and components suppliers. This makes it quite easy for PC companies to introduce new PCs with the most advanced technologies. By the 1990s, PC makers could no longer gain much of an edge by virtue of design and manufacturing, as everyone had access to the same technical information and supply base. The difference among PC companies was determined increasingly by the second factorâ₠¬â€the structure of distribution. The traditional distribution system of the PC industry is an indirect model often referred to as â€Å"the channel†. The PC maker sells its products to distributors, who buy products from many manufacturers and then sell them to a variety of retailers, resellers, system integrators, and others, who sell products and services to the final customer. This distribution system was an effective means for distributing high volumes of PCs with a variety of configurations to reach a broad customer base. However, it had inherent weaknesses that left it vulnerable in a time-based competitive environment. First was its reliance on market forecasting to drive production. Even the most successful PC makers, such as IBM, Apple, and Compaq, were chronically bedevilled by their inability to accurately forecast demand in a market driven by ever shorter product cycles. They were either caught with short supplies of hot products, causing them to lose sales to competitors, or stuck with excess inventories of slow sellers, which clogged the distribution channels and often had to be sold at a loss to move them out. Even with the best forecasting, the indirect model was plagued by the need to hold inventory at each step. In the early 1990s, it was common for PC makers to have up to 90 days of inventory on hand and in the channel. The high inventory costs and lack of responsiveness of the indirect channel meant that there was an opportunity for someone who could a way to circumvent the channel. The company that seized this opportunity was Dell, which pioneered a new business model based on selling PCs directly to the final customer, and building the PC only when an order was received Selling directly removes two links in the supply chain where inventory could build up and also enables Dell to know its final customers, provide better service to them, and promote repeat or expanded sales to them. Build-to-order production allows Dell to introduce new technologies as soon as customers want them and makes it possible to adjust production to demand very quickly. It also means that Dell does not purchase components and assemble PCs until it has received payment from the customer, giving the company a negative cash conversion cycle in which it receives payment from customers before it must pay suppliers. The current environment for the computer hardware industry is shaped by several macro forces. Primarily, Dell and its competitors are influenced by economic, demographic, technological and national forces. Government, social, physical and national forces peripherally affect the computer hardware industry to varying degrees. The commoditization of the personal computer—a vital tool for business and consumer. Customers- are a key driver for the economics of this industry. Corporate spending accounts for 80% of all technology spending, and economic conditions decreasing business capital expenditures has a negative and direct impact on the computer hardware industry. While this industry is mature in the U.S., leading to decreased growth expectations, computer spending by other countries around the world will likely fill this void. Pricing in the computer manufacturing industry is extremely competitive. IT reflects the rapid pace of technological change and decreasing PC costs. Since 2000, the prices of chips and disk drives declined and the standardization of primary components of PCs led to a decline in PC prices. Direct sellers, including Dell, have traditionally been able to under-price indirect sellers in the industry including Compaq and HP. However, most PC vendors now offer a desktop model for less than $500 and a laptop for $700. Key success factors for companies in this industry continue to evolve as the industry matures. Specifically, they include: * Competitive prices * Superior relationships with suppliers * Product customization for business and consumer customers * Quality customer service * Excellent cost structure 2.5.1 Channel Issues Some of the channels issues that the companies face are as follows Product related issues Promotions related issue Pricing related issues Target market related issue Product related issues: The nature and type of the product decides the distribution option that should be chosen for the product. A few products require special handling. Ex. Flowers, Fragile goods etc. Promotion related issues: The type of promotions that are required to sell the products to the customers also decides the distribution options; there are products which require an extensive contact of the sales person with the customer like automobiles etc. and there are products which require no sales assistance from the sales person like milk etc. Pricing issues: The price at which the marketer desires to sell their product also decides the distribution option for the channel if a product is prices really less it cannot have many members in the distribution channel as each one of them looks at making their own profit in the channel. Target market issues: The distribution channel is successful only if the product can reach the right customer. Choosing a distribution channel is the path to reach the target customer. A key decision in setting of a channel arrangement is for the marketer to choose the approach to reach his target customer in the best possible manner. 2.6 Dell 2.6.1 Company Background Dell Inc. is a multibillion dollar, multinational technology firm that manufactures, develops, sells and supports personal computing and computer related products. Based out of Texas, it employ

Italian Neorealism

In the period between 1943 and 1950 Italian cinema was dominated by Neorealism which became the most significant film style of post-war Europe. Formation began back in 1936 when propagandists opened modern Cincitta studios and the film school name ‘Centro Sperimentaledi Cinematografia’. Along with the opening of schools such as this was a movement that placed a group of cinematographers under full-year contracts, among them was Carlo Montuori who used his classic techniques in creating ‘Bicycle Thieves’ (1948) one of the most well known films produced during the Neo-Realism movement. Perhaps also one of the most influential directors was Roberto Rossellini who directed Rome Open City at the end of WWII. Many directors and influential films such as this began to change and shape the way Italian films were made and what their relation to society was like. The neorealist style was developed by a circle of film critics that revolved around the magazine Cinema, despite a severe lack of funds and equipment the Neorealist film makers sought to reveal truth of the everyday life. Filming outdoors in natural light and starring nonprofessional actors, it was a return to the Lumiere ethic of framed reality. NeoRealism became a style of film which was characterised by stories that were set amongst the poor and working class people. Realism would always be emphasized, and performances were mostly constructed from scenes of ordinary people performing fairly uninteresting and everyday tasks, completely derived of the self-consciousness that a trained actor would usually produce. The films would generally feature children as the major role but they were usually more observational rather than engaging. The film makers were heavily influenced by French poetic realism which was a stylised and studio bound movement that recreated the realism of society. Elements of neorealism can be found in the films of Alessandro Blasetti and the documentary-style films of Francesco De Robertis whose films Toni (Renoir in 1935) and 1860 (Blasetti in 1934) were two of the most significant precursors of the neorealism movement. There are a few aspects that make Italian Neorealist films unique; they would use nonprofessional actors for there raw awkwardness and everyday habits, capturing the reality of their poverty and desperation. The film makers would shoot scenes on location and mostly in poor neighborhoods or the countryside, with the plot surrounding life among the impoverished and lower class. The films theme mostly handled the difficulty of the economy and struggling moral conditions of post-WWII Italy while reflecting the changes in the Italian persona and the conditions of everyday life. What has become one of the best known Neorealist films is Roberto Rossellini's Rome Open City (1945), the film includes many of the characteristics of NeoRealism. The film contains a strong resistance towards conventional principles therefore showing an anti-establishment and revolutionary attitude. Just weeks after the German withdrawal Rossellini shot Rome Open City, this shocked and excited the film world because the film entails of the film was not expected. They had an extemporaneous, documentary quality enhanced in the early era by the materials from which they were made–war-time film stock, cobbled-together equipment, non-professional actors, and location shooting. Open City is a good example of this early period in neorealism. Rossellini helped Italian neorealism to develop as a particular form of cinematic expression during the period when Italy was ruled by authoritarians. Rossellini would rewrite the scripts according to the (nonprofessional) actors feelings and history. The regional accent of the area, dialect and costumes were shown in the film how they were in real life. Truffaut (one of the major figures of The French New Wave film movement) wrote in his 1963 essay titled Roberto Rossellini Prefers Real Life, that Rossellini's influence in France particularly among the directors who would become part of the nouvelle vague (new wave movement) was so substantial that he was in every sense â€Å"the father of the French New Wave†. The opinion that Rosselini’s work had become the introduction to a new style of film was enforced by many of the up and coming directors of the time and his work is still appreciated in the modern film world. When the economy began to improve and the rate of unemployment decreased people found Neorealism discouraging and began to favor light hearted American films which involved positive outcomes and happier endings than what the Italian people had come to know, with this change in favor came the end of the NeoRealism Era. Nevertheless Italian NeoRealism was essential to Italy’s film industry at the time the war ended and while Europe was recovering from the war. Its impact on modern film has been monumental, not only in Italian film but also on French New Wave cinema, and ultimately on films all over the world.

Communication and Dialogue Essay

In this new era of globalisation wherein people from diverse culture and ethnicity have come together to work in an organisation, dialogue is indeed an important way of communication. Many researches have proved the fact that differences in culture may inculcate a difference in the thinking pattern or stem into differential analysis of a situation. In an organisation where values and growth are related  to each other, differences in opinion may lead to altercation and conflicts if not addressed well. Dialogue, a bidirectional flow of communication where emphasis is laid not only on saying but also on listening and understanding at the same time can be an useful tool in an organisation to resolve inter personal conflicts, conflicts within the department or conflicts between two different departments of the same organisation. The essay will highlight the importance of introduction of dialogue in a multicultural organisation and its use as a problem solving tool in multicultural organisation where cultural thinking act as an impediment among them. Also, it will review the role of dialogue in promoting organisational learning. Next it will explore some of the barriers in communication such as â€Å"Silo virus† and need for eliminations of those barriers, ending into a conclusion for the implication of dialogue in a multicultural organisation. Sequential Conversation or Unidirectional Flow of Communication versus Dialogic conversation A conversation is said to be sequential or unidirectional when there is a flow of information from the speaker to the listener (Eisenberg & Goodall, p. 27). This one way communication can be practically seen in classes where student completely rely on teachers lectures, also when managers or the instructor define the protocol of the work to the subordinates or receivers. In other words in a unidirectional or sequential communication listeners are passive and are uninvolved in constructing the ideas of the communication (Eisenberg & Goodall, p. 28)  . Traditionally communication between managers and employee were articulated as straightforward unidirectional flow of delivering management messages to employees and other constituencies (Tourish and Hargie 2009, p. ). However, dialogue provides equal opportunities to all who are involved in the communication. Everyone has the say to voice their opinion and give their feedback either in agreement or in opposition of the core matter. Dialogue in a working definition can be defined as a mindful conversation emphasising on equitable and empathetic transaction of opinions of the participant s to create new opportunities for working together to produce new and innovative ideas (Eisenberg & Goodall, p. 40-45) Hence dialogue is a balance between creativity and constraints (Eisenberg & Goodall ,p. 0). Dialogue demands its participants should be able to critically reflect themselves i. e, they should be open to the fact that the perceptions made by them may not always be accurate. â€Å"What we perceive is often based on our needs, our expectations, our projections, and, most of all, our culturally learned assumptions and categories of thought (Schein 1993,p. 33)†. Participants should be able to suspend the perceptions and feelings for some time to see the outcome of the dialogue (Schein 1993). By suspending the feelings the participants will allow the disagreements to fly off, hence will build mutual understanding and trust on each other. Higher the trust higher will be the effectiveness of the group. Participants will be open to voice their unfearful opinions, and will come up with more innovative and successful solutions. Dialogue as a problem solving tool in a multicultural organisation The definition of dialogue says that there should be equal sharing of perceptions, assumptions, thoughts and experiences to come to an radical conclusion (Schein 1993). Healthy communication connects the employee more strongly with the organisation by eliminating the sense of isolation and dissatisfaction. Employee who communicate regularly with their managers and co-employees have a higher sense of job engagement than those who are reluctant to voice their opinion. There is a direct relation between the healthy communication, participation of the employees in decision making and growth of the organisation. Dialogue does not only mean that you are heard, but it also signifies that your voice matters in the decisions of the company. It gives a sense of belonging to the employee and burns out stress and discomfort. The organisation with the higher number of contented employee will have higher productivity both in number and innovations. â€Å"The quality of relationships with co-workers is a crucial factor in determining levels of job satisfaction† (Tourish & Hargie 2009, p. 16). Job satisfaction cannot only be guaranteed by successful completion of a task, but it involves many other vital factors too. Today when it is impossible to find an uncultured organisation, learning about the intercultural ommunication is an indispensable necessity (Crossman et al 2011, p. 57). Culture plays an prominent role in structuring human behaviour, ideas and thought process (Wood2011). Differences of thinking may lead to ambiguity at the work place which may end into conflicts. According to Ting-Toomey, the greater the difference between two cultures, the more that conflicts will arise in areas such as historical griev ances, cultural world views and beliefs (Crossman et al 2011). Creating Coherence in Multicultural Organisation with dialogue Employees have different personal needs and hence different dimensions for the satisfaction. The organisation should know about the personnel needs of the employee and should work in a way to nurture good relationships among the employees (Tourish & Hargie 2009). Incorporating good communication practices such as regular group meetings, open house discussions or building new channels for communication sustains job engagement of the employee. Mangers should have expertise in intercultural communication skills to nurture an environment of tolerance to the ambiguity caused by incompatibility of cultural values and norms. As Brannen & Salk 1999, said working together to give fruitful result can only be achieved by compromising the ambiguity and confusion for quality issues. The practices like   an  open house group discussions  ,thought sharing and dialogues exchange with seniors and colleagues will help in bridging the gap of miscommunication and misunderstanding. Employees who have an access to information, organisation policies, new ventures and developments feel more secure and safe at work. Intercultural communications along with dialogue help in enhancing the process of organisational learning through group interaction. It helps in sharing of cultural ideas, values and beliefs. Cordial and happy relations at work place eliminate stress and burnout caused by work pressure and thus benefits the employee with good concentration and higher thinking. Socially balanced work culture  breed  employee with better insights and hence result in collaborative thinking and exemplary innovations. However in a real business world where emphasis is laid more towards the successful completion of the task, is it realistic to preach dialogue at every stage of decision making? Is it possible for an organisation to understand the needs of every employee? Will it be correct to say that it  is the responsibility of a manager to inoculate good intercultural communication where the employees are reluctant to shift their values and paradigm? Implementing dialogue can be a laborious process for a manager. It is the Manager who bears the responsibility of accomplishing the targets with in the given time frame. Dialogue can only be successful when employees are ready to take the responsibility to change themselves, else it will only result in wastage of time. Dialogue is easy to preach in a likeminded group sharing similar values but difficult to express with those who are reluctant to change. Say for instance it is easy to teach a budding employee about the virtues of good communication. However,  the same could not be expressed to those highly experienced or talented employees who are reluctant to adapt to new changes. Also, it is difficult to bring employees out of their comfort zone and to speak up expressing their true feelings. Dialogue- the core of organisational learning Dialogue lies at the core of organizational learning, for without dialogue, individuals and groups cannot effectively exchange ideas, nor can they develop shared understanding† (Mazustis & Slawinski 2008, pg 438). Argyris said that there are two different modes of learning, Model 1 and Model II, best be summarized as single or double loop learning. He mentioned in his writing â€Å"Teaching Smart people how to learn†, highly skilled professional are good at single loop learning because of their vast experiences and success gained in those experiences. However, Argyris argue that it is difficult for them to admit their mistake,  and hence they adopt a defensive attitude wherein they start blaming others for the failure. Defensive reasoning can block learning. Model I learning behavior persists throughout the organization resulting in to win/lose dynamics in which individual avoid confrontation (Mazustis & Slawinski 2008). On contrast Model II which is based on open dialogue, self-reflection and double loop learning will help in bringing fundamental changes in organizational norms, priorities and behavior (Argyris and Schon1978). It is through dialogue that people share ideas with others. Integration of these ideas with others is only possible when a group has   a  common language and common thought process, which can only be built by dialogue(Mazustis & Slawinski 2008). Shared meaning can lead not only to the transference of knowledge, but also to the creation of new knowledge and understanding among participants (Mazustis & Slawinski 2008). Finally, the process get embedded into the organization. This process is what Crossan et al. (1999) refer to as institutionalizing. Dialogue is therefore at the core of the socio-psychological processes of the model of organizational learning (Crossan et al. , 1999)† (Mazustis & Slawinski 2008). Barriers to communication- Silos formation Advancement in technology and increase in complexity of organisation resulted in division of the organisation into different specialised departments or subunits. Employee in one department share same work language, technology and work terminology developing a subculture of its own. Different departments in an organisation work together to complete the task, failure of one may result in failure of others. Organisational effectiveness is therefore dependent on the valid communication across subculture boundaries† (Schein 1993,p. 41). Silo formation and Need to eliminate Silos Fragmentation of organisation into small departments may result in the formation of â€Å"silos† throughout the organisation. Individuals in silos share strong personnel bonds, common interests, abilities, work structure and relational bonds that differentiate them from others. Individuals in a silo interact more to each other than with the outside employees creating an atmosphere of alienation for those who are not part of the silo group. Silos act as a barrier to inter departmental flow of communication resulting in the  creation of isolation and hostility for others who are not  part of the group. Employees hesitate to co-operate with other departments thinking that the objective of their silo is different from that of other department. Interdepartmental competition may prevent the desire to transfer valuable information from one to other department. Communication breakdown can lead to errors and finger pointing, lack of responsibilities and hence failure of the task or the department itself What is the role of a good manager in an organisation full of silos? Managers should learn to trust his team members and also should show respect their peers. Mutual trust, respect for each other structure and values will help in dissolving silos. Senior should preach the essential values of their organisation and not that of a single department. Organisation based on Hierarchical pyramid structure An organisation based on principals to maintain and respect hierarchical structure, could not support dialogue. Hierarchy do not support the idea of cross questioning your boss or voicing against the idea of your manager, it may lead to serious repercussions for the employee. Time constrain Time is again a vital factor to be considered while promoting dialogue. Every project is designed to be accomplished with in a limited time frame. Listening to every voice of the department may lead to wastage of time. Managers should be able to recognise the right time to implement debate and discussion instead of dialogue. Breaching the comfort zone of employee Dialogue demands empathy and tolerance to other and is a time consuming process. In this fast pace society where human beings are already over engaged with priorities it is difficult to maintain patience to listen to others. Highly experienced employee find it difficult to listen to a new employee, they do not want to change their work protocol and hesitate to adapt to new changes. It is difficult to breach the comfort zone of over experienced employees and sometimes they find it insulting too. Defensive Behaviour and lack of trust Individuals may engage into defensive routines where they hesitate to open a dialogue with the seniors fearing that may lead to some serious problems with the co-employees or the manager himself. Also, colleagues working in an organisation may feel competition with their  colleague, and thus, employee consciously prevent flow of information to others creating a hostile environment for others. Lack of true Feedback Dialogue may be impeded by organisation norms such as the practice of only delivering good news to senior managers, and hiding distressing news. Individuals need  the  information to be able to detect and correct errors, but some organizational norms prevent such information from being discussed (Argyris and Schon, 1978). Baker et al. 2005: 425), for example, conclude that some ‘norms determine what can be said and not said, what and who is heard and not heard, who has  a  voice and who does not have  Ã‚  a  voice   who is in and who is out of the conversation’ (Mazustis & Slawinski 2008). These norms inhibit prevent knowledge from being shared openly across functional silos, divisions and levels. Conclusion Dialogue is no doubt an i mportant tool of communication to bring changes in an organisation and to promote  a  higher degree of organisational learning. Proper implementation of dialogue in an organisation will make employees more responsible to each other. It will also ensure trust, empathy, tolerance and engagement among the employees by creating a safe and secure work environment. Sharing of ideas, discussion about work and group thinking will inculcate high sense creativity and innovations. However, it is difficult to have an idealistic organisation working on the principals of dialogue. It  is a group endeavour and demands time and patience which are difficult to attain in this fast pace society. Human beings are primarily driven by their emotions and it is difficult to suspend feelings and emotions which is the demand to sustain a dialogue. Implications of dialogue are great but is difficult to practice. Books Crossman, J. , Bordia, S. & Mills, C. 2011 Business Communication : for the Global Age, McGraw-Hill, North Ryde, N. S. W. Eisenberg,M. , Goodall,H. L. & Trethewey,A. 2010, Organizational communication : balancing creativity and constraint, Boston : Bedford/St. Martin’s Cheney,G. (ed. ) 2011, Organizational Communication in an Age of Globalization : Issues, Reflection ;amp; Practices, 2nd edition, Long Grove, Ill. : Waveland Press Cottrell, S. 011, Critical thinking skills : developing effective analysis and argument, Houndmills, Hampshire, UK : Palgrave Macmillan Ferraro, G. P. ;amp; Briody, E. K. 2013, The cultural dimension of global business,7th ed. , Pearson, Boston, pp. 29-65. Hargie,O. ;amp; Tourish,D. (ed). 2009, Auditing organizational communication : a handbook of research, theory and practice ,Imprint East Sussex : New York, NY Walker, R. 2011, Strategic management communication for leader s, Mason, Ohio : South-Western Cengage Learning Wood,J. 2011, Communication mosaics : an introduction to the field of communication,Boston, MA : Wadsworth E journals Amy,H. 2008, ‘Leaders as facilitators of individual and organizational learning’ , Leadership ;amp; Organization Development Journal, vol. 29, no. 3, pp. 212-234 Argyris 1991, ‘Teaching smart people how to learn’, Harvard Business Review, vol. 69,no. 3,pp. 99-100 Argyris, C. and Schon, D. (1978), ‘Organizational Learning: A theory of action perspective’ Bloor,G. 1999, ‘Organisational culture: organisational learning and total quality management’ , Australian Health Review, Vol 22, no 3 Groysberg, B. ;amp; Slind, M. 2012, ‘Leadership is a conversation’, Harvard Business Review, 90(6):76-84. Mazutis,D. amp;Slawinski,N. 2008, ‘Leading organizational learning through authentic dialogue’ , Richard Ivey School of Business,The University of Western Ontario, Canada, Vol 39, pp. 437-456 Schein,E. 1993, ‘On dialogue, culture, and organizational learning’ ,Organisational Dynamics, Vol. 22, no. 2, pp. 40-51 Website Forbes, John Kotter, viewed on 26 March 2013, ;lt;http://www. forbes. com/sites/johnkotter/2011/05/03/breaking-down-silos/;gt;. Matthew Moore 2011, viewed 26 March 2013, ;lt;http://www. improvementandinnovation. com/features/article/breaking-down-organisational-silos-why-its-important-collaboration-quality-and-gro/;gt;.

Just Walk on by - Brent Staples Essays - 1305 Words

Morgan Allen Ms. Mayo ENG 101-1035 30 October 2012 Just Walk on By In Brent Staples’ essay, â€Å"Just Walk on By† the author describes his experiences, feelings, and reactions towards the discrimination he has faced throughout his life as a black man. Staples describes several different personal experiences of when he felt that he had been judged or discriminated against by other people based on the color of his skin and how that contributed to his overall appearance. Staples has continuously been perceived as a danger or criminal simply because of his skin color, leading him to have to deal with many uncomfortable situations. The author has even gone so far as to take precautions when he is on the street just so that he will not be†¦show more content†¦He compares himself to a shadow, helping describe the horrible persona that has been attached to him. He has no way of escaping the dangerous character that people have created for him. He later compares his whistling to cowbells, as a warning to the people aro und him. Staples whistles sophisticated tunes to lessen his dangerous persona. The use of metaphors is a common practice and it is very effective. Using metaphors as a literary device immediately paints a picture in a audience’s mind and makes envisioning the main character that much simpler. Comparing himself to a shadow connects a reader instantly with his personality and while he may be timid, it is also apparent that he has another side to him that everyone may not be aware of. I feel that the use of these metaphors help to lighten the mood of the essay and creates a more playful feeling throughout the essay. Along in with the author’s use of metaphors is the frequent use of imagery. In this reading, it is simple to envision the scenes as the different scenarios are explained and the audience can easily picture Staples in the places he is describing and also the people he comes across. Perhaps the most powerful and memorable imagery is provided in the authorâ€℠¢s description of people’s different reactions and faces when they come into contact with him. Actions speak volumes and an immediate change of facial expression is possibly one of theShow MoreRelatedJust Walk On By, By Brent Staples1014 Words   |  5 Pagesare a tall black man that walks alone in the dark you could be a mugger, rapist, or even worse. Brent Staples, the author of â€Å"Just Walk on By†, has felt this discrimination his whole life. Throughout his essay he explains how others have discriminated against him and judged him based on his skin color and how he walks alone in the dark. As his essay continues, he writes about how after being ran away from and watching others cross the street so they didn’t have to walk past him, he began to hum symphonyRead MoreJust Walk On By Brent Staples Essay1357 Words   |  6 PagesIn his essay, Just Walk on By Brent Staples explains how throughout his life, it is hard being a black man without having others di scriminate against him because he is a tall, black man who works as a journalist in a predominantly white field. In Ta-Nehisi Coates book Between the World and Me Coates is addressing his son about the truth of being black in a society that is inherently races and the constructed stereotypes on them by those in power. Both Coates and Staples agree on the fact thatRead More`` Just Walk On By `` Brent Staples984 Words   |  4 PagesIn his one of the most known articles, â€Å"Just Walk on By,† Brent Staples tries to touch readers’ hearts with his emotional words and an optimistic character. He points out an important yet normally disregarded issue of our society. He shows how a black man’s character is viewed in the society; they are mostly seen as thieves, robbers, rapists, muggers and as many other criminal personalities. However, Staples believes he is not one of those and supposes that all black men are not similar to how theyRead MoreAnalysis Of Just Walk O n By Brent Staples715 Words   |  3 Pages Text E1 is titled just walk on by, written by Brent Staples. He was born in Chester Pennsylvania and was an author/editorial for the new york times. The text is an essay and was written in 1986 while the major events of racial profiling and brutality were a big issue. Throughout Brents life, as an African-American, he lived with being discriminated and verbally abused by other races for example, whites. In the text he tells the how he feels when people run away from him or how he feels when whitesRead MoreJust Walk On By Brent Staples Analysis740 Words   |  3 Pagesbecause of their race. In â€Å"Just Walk On By,† Brent Staples explains how his presence makes others scared and uncomfortable because of the assumptions put on black men. Staples tries various tactics, such as whistling and walking faster, in order to deal the way others act towards him. Staples isnt the only one to experience the power of altering public spaces. At the beach last spring break, I realized that I also had an ugly affect on others because of my presence. Like Staples, I tried different waysRead MoreAnalysis Of Just Walk On By Brent Staples1653 Words   |  7 Pagesinto – the ability to alter public space in ugly ways.† Just Walk On By: A Black Man Ponders His Power to Alter Public Space, was written by Brent Staples. Staples was born in 1951 in Chester, Pennsylvania. He graduated Widener University with a B.A degree in behavioral science and the University of Chicago with a Ph.D. in psychology (History). To white people, specifically white women, any person of color is seen as a threat to them. Staples wrote this narrative argument to show that people of colorRead MoreAnalysis Of Just Walk On By Brent Staples1030 Words   |  5 PagesBrent Staples’ essay titled, â€Å"Just Walk On By†, really impacted and resonated with me. His essay was about the many discriminations that African Americans face every day. He was able to deliver this powerful me ssage by telling the story of how he faced stereotypes and racial profiling almost all the time. He describes how just a simple walk at night could threaten and frighten a local white civilian. Every day he was seen as a dangerous and outlawed criminal because of the color of his skin. HeRead MoreAnalysis Of The Poem Just Walk On By Brent Staples 941 Words   |  4 Pagesthe essay â€Å"Just Walk on By†, by Brent Staples, Staples makes the generalized claim that both caucasians and african americans, including Staples himself, contribute to the stereotyping of black men, as all around shady characters, in their own way, however, not all black men fit the stereotype. The first, and main portion of his essay, Staples spends supporting the first part of his thesis, that both caucasians and african americans contribute to the stereotype in their own way. Staples explains howRead MoreJust Walk On By Black Men And Public Space By Brent Staples1433 Words   |  6 PagesJust walk on by Black Men and Public Space by Brent Staples is an interesting and captivating piece of writing. His publication captures one s interest and makes a person think about the role of prejudice in his or her daily interactions. It is full of metaphors, which achieves the desired figurative effect. The Declaration of Independence, on the other hand, is the founding document of the traditions of the politics of the United States (Lucas). It clearly explains the fundamental ideas that constituteRead Moreâ€Å"Just Walk on By: Black Men and Public Space† by Brent Staples1449 Words   |  6 Pages In Brent Staples’ Just Walk on By: Black Men and Public Space, Staples describes the issues, stereotypes, and criticisms he faces being a black man in public surroundings. Staples initiates his perspective by introducing the audience in to thinking he is committing a crime, but eventually reveals how the actions taken towards him are because of the fear linked to his labelled stereotypes of being rapists, gangsters and muggers. Staples continues to unfold the audience from a 20 year old experience