BUSINESS ETHICS Essay Example | Topics and Well Written Essays - 3000 words

BUSINESS ETHICS - Essay Example Management for business and economics should come from both aspects of â€Å"external† and â€Å"internal.† From external aspects as in terms of political force, legal directives, sociocultural practices and education. From internal aspects as in terms of positive faith and conduct of business companies and people, self-regulation of business unions, etc. The external aspect alone cannot accomplish this direction because it requires the inner responsibility of business nor is the internal aspect adequate because business, like any societal group, is only a sole element of society and needs supplementary external management and guidance. Nonetheless, the internal aspect is becoming more significant as the economic players have the benefit of more autonomy and thus abide by more accountability. In this period of fast globalisation and secularisation, where authority is moving away from its conventional hub in the West, the world will be inestimably poorer, more unsafe, and more brittle and most of all, more directionless —lacking the essential sense of rationale to help direct its voyage — if it is with no strong religious aspect. Given the tremendous challenges of globalization and secularization, it appears definitively prudent to place the religious approaches to business ethics into the global framework. This sets far above the ground standards, of which, until at present, the realistic and theoretical accomplishments of business ethics have fallen noticeably undersized. Business is component of the societal order. Its prime rationale is to fulfill material and human needs by manufacturing and dispensing goods and services in a proficient style. How this function is carried out the ways as well as the closing stages is central to the entire society. Along with the development in material wealth in the business world, there is rising in some sectors a value system which is damaging to the healthy development of human

Communicating Effectively Research Paper Example | Topics and Well Written Essays - 2000 words

Communicating Effectively - Research Paper Example Boys, on the other hand, are exposed to strong tones and power-filled language and are handled less gently as they are tossed in the air and held upright from a younger age to demonstrate their power and strength (Rasquinha & Mouly, 2005) Maltz and Borker (1982) proposed the Sociolinguistic Subculture Approach. They explain that boys and girls grow up in essentially different talk subcultures resulting from the differing expectations parents and peers direct toward them about acceptable ways to talk. As early as two years of age, children classify themselves and other people as belonging to one of two genders. By age three, girls develop skills at talking earlier than boys and these talking skills are utilized to explore relationships with others. They are more likely than boys to deploy language strategies that demonstrate attentiveness, responsiveness, and support (Leaper, 1991). They develop intimate relationships by selecting a â€Å"best friend† and use language to find common ground with that friend. Boys at the same age are not as verbal. They use more strategies that demand attention, give orders, and establish dominance (Leaper, 1991). They engage in group activities with other boys and test out their ‘high’ and ‘low’ status roles: â€Å"I’m the leader†, â€Å"you follow me†, etc. They establish positions among the group and they are apparently louder, more physical and less verbal than girls (Rasquinha & Mouly, 2005). transition to middle childhood, interaction strategies become more gender-differentiated. Whereas girls become more competent in collaborative strategies, boys stick to their reliance on domineering influence strategies. Deborah Tannen, a professor of linguistics, theorized that as adults, men and women reproduce such behavior patterns. Men engage in one up strategies to position themselves in groups

Public Health Problem & Solution Paper Research

Public Health Problem & Solution - Research Paper Example The point of this paper is also to establish the biomedical basis, the environmental factors, social and behavioral factors, and solutions which surround the problem. This paper also seeks to define depression, to provide evidence of the problem and then assess, to discuss the solutions which have already been implemented to solve it, and to determine what else can be done in order to resolve it. This paper should be read because it sets forth important information about the disease which can be used by health care professionals in their assessment and treatment of the disease. This paper should be read because it helps call the attention of most individuals on the possible symptoms of depression and how these symptoms may not be noticed by the depressed person himself. This paper should be read because it helps further the discussion on how this disease is underdiagnosed and undertreated most likely, in the primary care environment (Sheehan, 2004). This paper should be read because even as more patients are seeking help for their depression and even with the increase in the use of antidepressants, the treatment of this disease remains inadequate and in order to remedy this situation, patients, providers, payers, employers, accrediting agencies, and governmental agencies have to be involved in the process (Sheehan, 2004). The issue of depression should be considered a crucial issue because it carries the risk for suicide. In cases where it is undiagnosed and untreated, depression can later lead to the patient’s attempts at and possible success in committing suicide. Most people affected by this disease are older adults. Figures indicate that suicide rates for older Americans are high (Cody, 2004). Some of these older adults often visit their physicians in the month leading up to their suicide and during these times, they often manifest with depressed symptoms (Cody, 2004). These older adults often understand and feel like

Radio Coverage Comparisons Assignment Example | Topics and Well Written Essays - 250 words

Radio Coverage Comparisons - Assignment Example II. Event Being Covered (116 words) The event being covered are the protests over the bill that would effectively shut down Wisconsin unions’ ability to collectively bargain. Protesters have been inside the capitol of Madison for over a week now, protesting the passage of the bill in the Senate. Senate â€Å"†¦Democrats have fled the state† according to WTMJ.1 WTMJ is Milwaukee’s top-visited radio station. According to a document obtained from WIBA, Madison’s radio station, â€Å"†¦if Senate Democrats refuse to return to Wisconsin and cast their votes in the next day the option to refinance a portion of the state's debt will be off the table.†2 This means that, if Democrats don’t return to the bargaining table, jobs will be cut for sure. III. Where Each Radio Story is Broadcasting From (25 words) As mentioned before, WTMJ is broadcasting from Milwaukee, while WIBA is broadcasting from Madison in Wisconsin where the protests are taki ng place in the capitol. IV. How Does Geographic Location Affect The Way Information is Being Presented? (32 words) WTMJ did not mention this document presented by Scott Walker. Since the protest is taking place in Madison, it is probably due to geographical location that the better information is at WIBA. V.

They Carried the Truth Essay Example for Free

They Carried the Truth Essay Tim O’Brien uses a unique narrative style as he, the narrator, details the lives of the men from his platoon in the Things They Carried.   It is more about the men (and what happens to their minds) who fought the Vietnam war than the war itself, and even though O’Brien admits that the stories are not true, they certainly could be. The novel is about the lives of the men in Jimmy Cross’ platoon during the Vietnam war, as narrated by O’Brien.    Each man has his own things to carry in his rucksack, both physical items for war, safety, and food, and, in the same token, mental anxieties and deep, mostly unexpressed fears as well.   The novel unfolds as the men deal with the war; a few die, one brings his girlfriend (a pampered thing in a pink sweater) out for a visit, and some, including Cross, seek revenge on their own men in moments of weakness.   That’s what war can do to a man. In chapter one, a reader learns that â€Å"by daylight they took sniper fire, at night they were mortared, but it was not battle, it was just the endless march, village to village, without purpose, nothing won or lost[1].†Ã‚   This is perhaps the most pivotal statement in the novel, because at once it details the pointless aspect of the war, while at the same time demonstrating the bravery and sheer doggedness of the men who fight it—even if the war seems to have no purpose other than killing.   Each chapter reveals a bit more about the men of the platoon in the form of a longish anecdote while the reader is acclimated, nearly as quickly as the men, to the horrors and difficulty of being a soldier. Now, O’Brien’s novel is unique for two reasons.   First, he inserts himself in as the narrator, and second, he admits that this is a work of fiction (even though he did fight in the Vietnam war), but also concludes that his tales could quite possibly be true—because all things have an ounce of truth when it comes to war.   Like the narrator, O’Brien also went to war because he was scared not to (even though he was against what it stood for), which lends an interesting double-life to the narrator as his tales become even more authoritative and honest than he realizes.   While this may be a work of â€Å"fiction† because the spine says so, the fact that O’Brien lived it makes every event and character more vivid and realistic because of the inherent truth driving them.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Moreover, there are three main themes, among others, that run throughout the novel: bravery, how war effects a soldier both physically and mentally, and, as O’Brien admits in the first chapter, a reader’s understanding of the truth he weaves with fiction, because, only stories that reveal the truth can be true.   This is a story about the men who could have fought the war, how they dealt with it, and what kind of men the frightening, deadly jungles of Vietnam made them become. Overall, O’Brien tells a story that could have happened.   A reader learns about the men of the platoon based on the things they carried, which serves the double purpose of furthering the story while giving each soldier a deeper, darker depth to his character.   As a study of the Vietnam war, this is probably not the most explicitly accurate text, but this is not a story about war, it is about what war does to a man. [1] O’Brien, Tim.   Things They Carried.   (New York: Random House, 1990), 15.

Brand Placement in Bollywood Movies

Brand Placement in Bollywood Movies Do the Consumers get Sensitized towards the Brands by the Brand Placement in Bollywood Movies? Abstract The practice of product placement is seen everywhere in media across the world and is now ubiquitous. The same practice of Product placement in Bollywood is not new and the practice of placing the products in the bollywood movies is seen from the time of early 1970s. The movies produced in last ten years are seen with a lot of product placement and the practice of strategically planned product placement has grown to a major extent in Indian movies (bollywood). The practical implication of the methods of product placement is evidenced in the Indian Cinema but there is hardly any substantial evidence present for the product placement and its strategies in Bollywood. The research presents an overview of the strategies adopted by Hollywood for the product placement and consolidates the technique of product placement with the practical brand placement done in bollywood by assessment of a recently released bollywood movie ‘Blue. The brands placed in this movie are classified on the b asis of the methods of classification derived from the theories which are drawn from the literature based on Hollywood. The main objective of this research is to find out whether or not the consumers are sensitized by the practice of brand placement in bollywood, and if yes then which is the method which scores most number of recalls of brands shown in bollywood movies. The findings of this study indicate that the Indian consumers do get aware from the brands shown in the bollywood movies. The findings are based on the empirical study derived from three main methods which are used in this dissertation for the collection of data, those three methods are; Case study, semi-structured interview and questionnaire. The investigation led to the other findings as well which were indicating that the format of bollywood is very different than the format of Hollywood and brand placement can be experimented much more freely as there is another dimension of music in the bollywood movies; brand placement in the bollywood movie ‘Blue investigated as a case study provided a 100% recall on the brand ‘Kylie Minogue who was placed in a song; recalls from such placement are assumed to be long lasting as the songs are shown on satellite television generating frequent encounter. No theories or methods are found on this kind of placement as the methods are der ived from Hollywood format of which is different and does not includes songs. Dissertation concludes with providing the limitations of the research and directions for future researches. CHAPTER 1 INTRODUCTION 1.0 Synopsis This chapter provides with the introduction of the subject of the research and also looks at the background of the topic in brief. This chapter throws light on why I have chosen to work on this topic and what are the aims and objectives of the research made. This chapter takes into account the summary of chapters in the content which are to be followed further down in the dissertation. 1.1 RESEARCH BACKGROUND Indian Film Industry also popularly known as â€Å"Bollywood† is one of the biggest film making industries in the world and is the only other film making industry which can stand against Hollywood. Mishra in his work says â€Å"the massive size of Indian cinema is obvious from its statistics; eight hundred films a year shown in more than thirteen thousand predominantly urban cinemas, viewed by an average of eleven million people each day and exported to more than hundred countries.† Mishra (2002, pp.1) having considered this data which has grown to even much bigger numbers in year 2009, Indian Films have become one of the biggest instruments of mass communication. The commercial breaks on the satellite television are now avoided by the viewers as the number of channel on television have increased to huge extent which gives liberty to the viewer to flip to a channel which is more interesting and avoid the advertisement, the technology give the viewer the privilege of rec ording the programs without commercial breaks as well, factors like these has open portals for movies to become a new carrier for brand promotion. Being a mass media of this enormous magnitude, Bollywood has a lot of potential and a significant number of opportunities for In-Film planned brand placement also known as brand entertainment or brand integration (Glaiseter, 2005 ) and these opportunities are being well grabbed by the advertisers and marketers in the Indian market. In recent years a lot of research is done on Brand/Product placement in Bollywood films by marketers and advertisers so as to understand the concept and strategies of brand placement in movies. Although not many academic researches can be seen in the field of product placement in Bollywood, the practical usage of the practice of Brand Placement has grown significantly. Lehu in his work defines, â€Å"The expression ‘Product Placement or, ‘Brand Placement essentially describes the location, or more accurately, the integration of a product or a brand into a film or televised series.† Lehu (2007, pp.1) it can be understood from the work of other scholars like Kalish (1988), Gupta and (Gould 1997) Balasubramanian (1994) that brand placement is planned consolidation of brand with the elements of a feature film in return for money, service, barter, or any other kind of consideration. The research also focuses on the strategies of brand placement in Hollywood as no substa ntial academic can be found on classification of brands in the Indian cinema. The literature looks and analyzes the Tripartite typology of product placement by Russell (1998) , two dimensional approach to classify brand placement by Gupta and Lord (1998), Classification on the basic on Integration and explicitness by dAustos and Seguin (1999) and finally Shapiros (1993) classification of brand placement. 1.2 AIMS AND OBJECTIVES The main aim at which the research focuses is to answer the question -â€Å"Do the consumers get sensitized towards the brands by the brands placement in bollywood moives?† Following are the main objective for this research * To know, does the Indian audience get aware of the brands shown in the movie through in-film brand placement? * Which method of brand placement leads to maximum number of recalls of brands by analyzing the data collected after conducting surveys and unstructured interviews? 1.3 KEY REASONS FOR RESEARCH The key reasons for research in this field are, not much research has been made on this field and it is a very interesting and challenging task and the field has a lot of potential for growth in future and substantial findings might prove to be an insight for marketeers and will be useful for the adoption of correct method of brand placement in future projects in Bollywood. 1.4 STRUCTURE OF THE STUDY The dissertation is divided into five different chapters; Chapter one is introduction which describes in brief the research background, aims and objectives of the research, why I have chosen this research and the structure of the dissertation. Chapter two reviews the literature and most of it is drawn from Hollywood. It begins with the definitions of Branding and Brand placement; it also draws the methods in which brand placement can be done and its classification. Chapter three of this dissertation depicts the methods used for the collection of data and also draws out the limitations of this research with other issues in detail. The fourth chapter will portray the research findings from survey and unstructured interviews. Chapter five of this dissertation is the final chapter which begins with consolidation of the research objectives with the literature review and concludes the dissertation with recommendation for future researches. CHAPTER 2 LITERATURE REVIEW 2.0 Synopsis: This part of the dissertation focuses on defining the two most important terms for this dissertation which are branding and brand placement. This chapter also reviews the existing literature on brand placement and the strategies for its classification. The chapter is divided as follows; the first section of this chapter defines Branding after understanding of which the section second of the chapter looks at one of the methods of Branding or brand promotion which is Brand placement. Section three of this chapter begins with describing the strategies for brand placement and critically analyzes work from different scholars with their classification techniques in the subsections of section three. Section four and final section of this chapter portrays the instances of successful brand placement in Bollywood. As there is hardly any literature available on Indian film industry and brand placement the theories and literature retrieved for this chapter is majorly captured from American film industry. 2.1 Branding The word so commonly used, yet not correctly interpreted by a lot of people. For the establishment of brands, companies around the world spend millions of dollars and formulate new strategies and techniques to market their product, this is what the common notion and understanding of brands for a lot of people is. (Levine, 2003) in his work says that the brand is not necessarily associated with a product or an organization or a title but anything that can be identified. One of the most popular footballers David Beckham is a brand and so is Mercedes Benz. De Chernatony and McDonald in their work define Brand as â€Å"A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique, sustainable added values, which match their need most likely.† De Chernatony and McDonald (2003, pp.25) Taking this definition into consideration it can be said that consumers identify a product/services with its distinc t feature, an attribute which associates product with some quality which are distinguished from the rest in one way or the other. This unique association encourages the consumers to buy the brand and give the brand an edge over the other products in the market. Thus, it can be said that a brand is a product/service with some attributes or features that helps the product/service to stand out in the market for having such distinguished attributes. A few examples of most commonly known brands all over the world can be: Coca Cola, Pepsi, Nike, Adidas, Ferrari, Mercedes Benz, Michael Schumacher, David Beckham, Omega, Rolex, etc. It took a lot for the marketers and brand promoter to first establish these brands and a huge amount of money is spent for the promotion of these brands by using different strategies and techniques. One of such techniques is Brand Placement. 2.2 Brand Placement Also commonly known as Product Placement, the term Brand Placement has been defined by many scholars like (Steortz, 1987), (Balasubramanian, 1994), (Karrh, 1998), etc. This part of the dissertation highlights the definitions of brand placement by these scholars. (Steortz ,1987) defines Brand Placement as â€Å"the inclusion of a brand name, product, package, signage, or other trademark merchandize in a motion picture, television show or a music video†, another definition of Brand Placement is contributed by (Balasubramanian, 1994) who in his work said, â€Å"a paid product message aimed at influencing movie (or television) audience via planned and unobtrusive entry of branded product into a movie (or television program)†, the definition by Balasubramanian covers the concept of integrating brands as done in the definition by (Steortz, 1987), but it also considers the aspect of paid inclusion which is ignored by Steortz. (Karrh, 1998) defines the brand placement by covering almost all the dimensions associated with it, he defines Brand Placement as â€Å"the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within mass media programming†, he further explains that the brand placemen t can also be obtrusive and is done to compliment the characters image and help in setting and filling up the elements in background. The purpose of brand placement is to promote the brand but the ways in which it is done also generates a hybrid message, it merges the major features of advertising, it give the sponsors privilege of retaining the control over the content and format but also increases the credibility by not identifying the sponsors directly. (Cohen, 1988) With the definitions above it can be drawn that the Brand Placement in movies is that technique of advertising in which the Brand or the owner pays a compensation for its integration in the movie for the exchange of marketable benefit that the brands enjoy after being noticed by the audience, however, these placements are sometimes done just because the plot of the movie requires them to be placed there, this way brand placement can also be of non commercial nature. 2.3 Strategies of Placing the Brands The practice of brand placement has been there for decades, the placement of brands in american feature films can be seen since the time of late 1940s and early 1950s (DeLorme and Ried 1999) One example of such placement is legendary actor Joan Crawford sipping Jack Daniels whiskey in the film â€Å"Mildered Pierce† in year 1948. (Nebenzahl and Secunda 1993) The evidence of brand placement in Hollywood can been seen in feature films produced in late 1940s but one of the earliest evidence of product placement in Indian cinema was seen in early 1970s when Rajdhoot motorcycles brand was placed in movie Bobby featuring one of legendary Indian actor Raj Kapoor. Brand placement in feature films caught the attention of marketers and companies when the sales of Reeses Pieces candy increased by 65% in three months after the successful placement of the brand in the American film â€Å"E.T†. (Reed, 1989) The strategies that help brand placement the most in regards to its impact and effectiveness are elaborated by Russell (1998) and Gupta and Lord (1998) further on, this research looks at classification of brand placement by dAustos and Seguin (1999) and Shapiro (1993). Russells argument for techniques of brand placement is three dimensional and focuses on modality of Visual, auditory and plot connection, whereas Gupta and Lord emphasizes on two broad categories Audio-Visual and the level of prominence. The studies from both the scholars are discussed below. 2.3.1 Tripartite Typology of Product Placement According to (Russell 1998) product placement can be classified on the basis of three dimensions visual, auditory and plot connection. Visual dimension enables the placement of the brand in such a way that the product is seen on the screen and these placements on the screen can also be further classified on the basis of their appearance. The auditory dimension or the verbal dimension refers to the mention of a brand in a dialogue these placements are also called as ‘script placements and the degree of such placements varies depending on the number of times the brands were mentioned, what was the tonality in which the brands were mentioned and in what context the brand was mentioned. The Plot connection dimension indicates the magnitude of integration of brand with the plot of the story. The dissertation will now look at the literature/the findings from previous researches, which point towards the combinations or particular method amongst the three methods stated above that migh t get the maximum recalls. Russell in his work says product placement modality and its effect is now expanded to a new dimension of elaboration, the difference between visual and auditory presented information can now be distinguished by exploring the audio-visual context of product placement. The screen placement and the script placement, or the visual and the auditory type of brand placement differ from one another especially in the terms of conveying a meaning. Visual placement of brands act as props in television and movies so as to make them more real and close to the practicality and visual channel leads to the creation of context in which the story is set whereas the audio channel is the medium through which the television program is scripted, narrated and is made audible, this makes the information received through this channel more meaningful. (Russell, 2002) The reception and processing of auditory information also happens when a person is not looking and the auditory moda lity conveys semantic information through speech. (Rolandelli et al., 1991) The reception and processing of such information which is audible is higher as it also posses the basic characteristics of intrinsic alerting and intrusiveness which also are the basic characteristics of auditory modality. (Posner et al. 1976) Using brands for representation in any of the modalities brings a relativity of the same to the story and brings more meaning to the presentation and gets deeply integrated to a persons cognitive structure. (Lehnert, 1981) Such stimulus generates deeper meaning and leads to greater recalls of brands. (Craik and Lockhart, 1972) The third dimension of brand placement also called as dimension of meaning is that of Plot Connection. The magnitude of such placement depends upon the integration of brand with the plot, the higher the connection of the brand with the story, the more significant the placement of brands is. The plot connection connects the brands with the macro s tructure of the story, with which are associated important information, hence increasing the significance and role of placement. (Russell 1998) The different combinations in plot connection and modality can also be of great significance. There can only be two situations in which the combination of modality and plot connections can be established; Match and Mismatch. The combination can said to be a ‘match when the auditory method of placement is higher in use than the visual and the brand names are audible in narration and is deeply linked with the story whereas the combination can said to be a ‘mismatch when the visual method of placement of brands is higher in application than auditory in plot connection. (Russell, 2002) A good example of a matched plot connection can be the movie â€Å"Cast Away† featuring Tom Hanks who by an accident gets left alone on an abandoned island. The two brands that were integrated well with the plot were one of the biggest courier c ompanies â€Å"Fed Ex† and another was sports goods brand â€Å"Wilson† which was integrated well in the narrative structure. A good example of a mismatched plot connection can be seen in the movie Transformers and its sequel Transformers Revenge of the Fallen in which the car which is major attraction of the movie and transforms itself into a robot is manufactured by Chevrolet, here more of Visual placement is seen and the brand is hardly mentioned in the narrative structure. Mandler in his work says lesser exposed information which is less congruent in nature is more memorable as it grabs the attention of the person by provoking his/her mind to elaborate the information. (Mandler, 1982) Modality of placement is thus a very significant factor in categorizing the recalls as it persuades and influences people and also shows the significance of stimulus. 2.3.2 Two Dimensional Approach After studying Russells approach of Tripartite Typology of Product Placement this part of the dissertation will look at Gupta and Lords Two Dimensional Approach. Gupta and Lord (1998) distinguish the product placement on two major categories Mode of Presentation and Level of Prominence. Mode of presentation further classified by (Karrh et al., 2003) as: Visual only, audio only and combined audio-visual. Visual only: this kind of presentation involves visibility of signage, hallmark, billboards, logos, or any other kind of presentation that is represents the brand. The presentation or the placement is only visual with no presence of audio or gestures. One example of ‘Visual-only placement can be seen in the movie Top Gun where the lead actor Tom Cruise wears aviator model of Ray-Ban sunglasses. Although, this method has comparatively low recall rate visual-only form of product placement is one of the most common methods for brand placements and can be seen in a lot of movies. â €˜Audio-only technique of brand placement represents the brand by transmitting the message in only auditory way. (Gupta et al., 2000) The name of the brand or a tune or even a jingle closely associated with it can be added to the script and also be a part of the narration. One example of such placement can be from the movie â€Å"The Aviator† in which the lead mentions the brand â€Å"Sears† in his dialogue delivery. ‘Audio-Visual method of brand presentation represents the brand by both, the presence of brands logo, billboard, signage, product, etc. on the screen with the mention of it in the narrative of the script. One example of such can be from the movie â€Å"James Bond-Die another day† in which, with the presence of Aston Martin, the narrative include the product name which was mentioned as Aston Martin Vanquish. This method of brand placement produce more recalls as compared to both ‘Visual-only and ‘Audio-only methods of brand place ment. The other major segment drawn out by Gupta and Lord (1998) for classification of brand placement is on the basis of level of prominence. The differentiation in this segment was on the basis of prominent placement of brand from the subtle placement of brand, wherein in prominent placement of brand the product or the brand is kept in foreground and is in the prime focus, the field in which the brand is placed is not shared and the visibility of brand is prominent, example of such brand placement can be seen in the Tom Hanks starrer movie terminal, when he is in office of immigration officer while he explains him the situation of his country he refers to a bag of chips, the bag of chips shown for over 30 seconds was â€Å"Lays†. On the other hand the subtle placement of brand is normally not prominent and does not catch attention, the visual field is shared with other brands and the products are placed in the background. Subtle case of brand placement can be seen in the mo vie ‘Hangover which shows billboard of brand ‘Riviera in background while the actors are driving in a police car in Las Vegas. Although the strategy which used prominent visual brand placement with properly exposed information and auditory mention of brands name and its attributes is said to have more effectiveness than just the visual placement, but it is not clear as the results from different academics do not coincide. (Law and Barun, 2000; Sabherwal et.al,. 1994; Galician, 2004: 188-190) 2.3.3 Brand Placement on the basis of Integration and Explicitness The brand placement methods defined by Russell were three dimensional, as by Lord and Gupta were bifurcated into two major segments based on audio-visual as mode of presentation and level of prominence. dAustos and Seguin (1999) in their work classify brand placement in three different ways. 1. Implicit product placement: The placement in which the presence of product, brand or firm is a part of the program and is placed there to fulfill the requirement of the context and plays a passive role and can be seen on the screen but the product name is not formally mentioning or demonstrating the product benefits, etc. 2. Integrated Explicit product placement: An integrated brand placement is the one in which the brand, firm, product placed plays an active role, the brand is formally mentioned and the attributes of the brand are clearly demonstrated. 3. Non-Integrated Explicit product placement: In this type of placement the brand, firm or the product is not related to the contents of program and no integration can be seen, but the name of the brand is formally expressed. Such placement is often seen in the title of the movie or in the beginning or in the end of the movie and it is seen that the brands placed in this kind of placement are often sponsors. (dAustos and Seguin 1999) The classification of brand placement by dAustos and Seguin classifies brands on the basis of their integration and explicitness whereas there can be seen similarities in the classification made by Gupta and Lord (1998) and Russell (1998) as they classify the placement using similar grounds of mode of placements which are audio and visual, though the approach of Gupta and Lords classification is simpler as the modes are clearly distinguished, the difference arise when Russell base the placement with the connection to the plot and Gupta and Lord ground their classification on prominence of brands. 2.3.4 Shapiros Method Shapiro (1993) relegates product placement in four different categories which were modified to three as practitioners agreed this classification to be the most suitable compilation for conducting the research at the initial most stage as it covers the spectrum of brand placement. The classification is grouped as: 1. Implicit: In this kind of placement the brand is visible on the screen, it might be foreground or background, etc. but brand name or benefits is given no verbal reference. 2. Used in a scene: In this kind of placement, the brand is visible and is used in the scene, but no verbal reference is given to the brand. Instance of such brand placements can be seen in movies when the characters are driving in a car or using a cell phone and the logo or name or identification of car is clear. 3. Integrated Explicit product placement: This kind of placement shows the lead actor or main characters of the movie using a product while mentioning and describing the benefits or attributes of the brands or the product. The brand placement method enunciated by dAustos and Seguin were quite similar to that of Shapiros classification as both the practitioners focused at the integration and explicitness of brand to major extent but the classification from dAustos and Seguin cover the dimension in which brand is place in the beginning or in end of the movie which he calls as Non-Integrated Explicit brand placement which is not discussed by any other scholar. The classification by dAustos and Seguin is very simple and can be used to sort and categorize the placement of brands in a broader way as it covers the major aspect of placement in a well defined manner. I adopt the usage of the classification techniques of brand placement portrayed by dAustos and Seguin (1999) as it will help me to create a clear distinction in the placement of brands and will be an optimum method to put into application for my research question. 2.4 Brand Placement and Bollywood The technique of brand placement in Indian film industry also called as Bollywood is not new, one of the earliest example of the same was seen in the film Bobby in year 1973 when the lead actor Raj Kapoor was seen riding on a bike which was ‘Rajdhoot Since that time a lot of brand placement can be seen for aerated soft drinks in a lot of Indian movies, brand like ThumsUp, Gold Spot, etc were commonly visible in movies in early 1990s, also the visibility of high ended cars during that time were prominent on the screen. Branded liquor with bottles was a common sight in many movies during this phase and the most common brands placed were Black Dog, VAT69 and Black Label. Latest examples can be seen in movies like Om Shanti Om (2007) with brands placed like Tag Heuer (Implicit), Nokia (Integrated explicit), Shoppers Stop (Implicit), etc, another instance can be seen in the movie Goal (2007) with integrated explicit brand placement of Reebok and Western Union Money Transfer. More th an 54% of Indian audience is under the age of 25 which comes under the target audience slab and of most of movie makers and the advertisement companies aiming of brand placement, and according to (FICCI and Ernst Young, 2003) this generation has more propensity and access to wide range of media and entertainment than the previous generation hence creating a lot of opportunities and scope for brand placement in the Indian Film industry from both Indian film industry and brand promoters point of view. Not only the access to modes of entertainment but also because the Indian middle class has grown more flexible and receptive towards international outlook because of the risen standard of living through increase in purchasing power (Varma, 1998) which is also another factor of supporting the growth. There are not many studies done on Brand placement in Bollywood and no substantial research can be seen focusing on the recalls towards the brands from the brand placement shown in the bolly wood movies. CHAPTER 3 METHODOLOGY 3.0 Synopsis This chapter focuses on the importance of research methodology and explains in brief why it is necessary to draw a frame work of the research before bringing it into practical application. This chapter clearly states the aims and objectives of the research and defines the research approach undertaken. Also this chapter looks at the research methods used for this research and explains in brief the reason for their implementation as well. As almost every other research this research also is encountered with some limitations which are stated in the end of this chapter. 3.1 Research Methodology Research literally means the search for knowledge, a systematic and scientific search for relevant information and answers on a specific topic, searching new facts in any new branch of knowledge through inquiry, search and careful investigation. (Kothari, 2009) It is of very importance to detail out the research approach and the methods used, as it helps the reader to understand the research in a much convenient manner. Research plan includes the instruments of research which will lead to investigation of data (quantitative or qualitative) keeping the research question as prime consideration so as to be ascertain of the information gathered is fitting in with the requirement of the research. (Chisnall 1997) The following chapter includes all the activities concerned with the research conducted for this particular academic work and also tends to draw out research method which sets up an appropriate frame so as to fulfill the objectives and aims of the research further stated. The stru cture of this chapter is as follows * Aims and Objectives * Research philosophy * Approach * Data collection techniques * Data Analysis * Research Limitations 3.2 Aims and Objectives The main purpose of this research is to work on the concept of awareness or consciousness of brands as people watch movies. The critical issue that the research focuses at is; do the consumers get sensitized towards brands after watching Bollywood movies. The main objectives of this research are; * To know is Indian audience/Bollywoods Viewers are getting aware of brands shown in the movies through in-film brand/product placement? * If yes, then which is the most effective method of in-film Brand/product placement by analyzing the recalls? 3.3 Research Philosophy Research philosophy helps the researcher to find out the ways in which his/her research will comprehend the development of researchers knowledge. (Crossan 2003) Three of the major reasons for which the research philosophy must be taken into consideration are; a) it helps the researcher to figure out the methods he can use to design and conduct the research and to chalk down a strategy, b) it helps the researcher to evaluate the limitations of the research by putting different methodologies to test, c) it helps the researcher to explore different methods beyond his knowledge or experience. Thus researchers perception towards the development

The Pros And Cons Of Hiring An Expatriate Management Essay

The Pros And Cons Of Hiring An Expatriate Management Essay In this assignment, the importance of cultural factors over past knowledge experience is highlighted with the help of surveys, case studys organizational examples. The meaning definition is explained followed by the reason that make cultural factors so important for the success of an international assignment. There is a comparison made in between cultural factors past knowledge experience with the help of some real organizational experiences which include a survey case study as well. Towards the end the advantages disadvantages of hiring an expatriate based on each factor is discussed followed by a conclusion. What is Culture? Culture is a term used to define a shaping process in which members of a group or society share a distinct way of life which has common values, attitudes certain behaviours that are transmitted over time. As per Phatak(1995) A person is not born with a given culture: rather she or he acquires it through the socialization process that begins from birth: An American is not born with an inclination towards hot dogs, or a German with a preference for beer: these behavioural attributes are culturally transmitted (Dowling, Welch, Schuler,1998). International Human Resource Management: Managing People in a Multinational Context, 3rd ed. Peter J. Dowling, Denice E. Welch, Randall S. Schuler REASON FOR CULTURE AWARENESS IN INTERNATIONAL ASSIGNMENTS: It has been a long time that most of the multinationals are not just confined to commercial and economical enterprises but they involve political, social, scientific, athletic, religious and cultural entities. This has caused cultural differences in MNEs among both their manpower and their customers. Diversity is a fact in todays life and no organization can ignore it. Organizations are working with employees and clients who have different functional, cultural backgrounds and assumptions about the ways of decision making and communication (Zahedi, 2000). Cultural factors play a major role in international assignments because every country has a different culture and if the business people lack knowledge or sensitivity for other cultures there can be mistakes in both personal professional interactions because of which there can be clashes. People going on international assignments always think that their own country provides the best way of doing business, they behave in ways and mak e decisions that alianate their foreign counterparts leading to business and/or personal failure. Simple things such as gift giving or introductions can also create problems in international business if importance of culture is ignored. Peoples varying beliefs, values and behaviour patterns are very important for the success of an international business, including activities such as cross national negotiations, sales interactions in between people from various countries, management of the performance of employees from different countries, the treatment understanding of contracts between firms from various countries. All these activities require a good cultural knowledge of the host country (Briscoe Schuler, 2004).International Human Resource Management, 2nd ed. Dennis R. Briscoe Randall S. Schuler. In the international assignments, individuals receive poor job performance evaluation from their superiors if they have a different cultural background they do not understand cultural differences in role expectations, and do not conform to the role expectations (Stone-Romero, Stone Salas, 2003). An expatriate going abroad experiences situations that show differences in language, dress, hygiene, food attitude towards time and such situations can be difficult which can even lead to expatriate getting a cultural shock- a phenomenon which is experienced by people who move across cultures. When an expatriate goes on an international assignment, the new environment requires many adjustments to be done in a relatively short span of time which can challenge an expatriates frame of reference to such an extent that their sense of self, especially in terms of their nationality culture comes into question. Cultural shock can also cause Psychological disorientation if they do not understand or misunderstand certain cues which can further lead to negative feelings about the host country its people and a longing to return back to the home country or in severe cases failure of the international assignment. For an international assignments success activities such as hiring, promoting, rewarding, dismissal must be determined as per the practices of the host country and should be based on a value system peculiar to that countrys culture. .(Dowling, Festing Engle,2008) International Human Resource Management, 5th ed. Peter J Dowling, Marion Festing, Allen D. Engle, Sr Past Knowledge Experience versus Culture Business people with international knowledge experience operate with the expectation that the business models methods they are used to will work well in business interactions in other countries, however companies with long experience in the international field suggest that there is hardly any such positive overlap. MNEs should understand that the core of success in international assignments is cultural awareness and understanding of effects of culture on day to day business operations. As per a survey done on executives from around the world, the importance of intercultural understanding was highlighted and it was shown that countries in which people have greater cultural understanding are the ones that have an advantage in international business. Survey: A survey of more than 3,932 executives from around the world, rated countries in between 1 to 10 based on how well developed intercultural understanding is there in their business. The higher the intercultural understanding the greater is the competency success. Intercultural Understanding: Switzerland: 8.02 Egypt:6.48 Hungary: 5.18 Denmark: 6.94 China: 3.10 Israel: 5.89 Russia: 3.10 France: 5.08 Singapore: 8.02 India: 6.23 Poland: 4.57 Spain:5.42 Australia: 6.15 Malaysia: 7.30 Mexico:4.65 Korea: 5.35 Germany: 5.95 Hong Kong: 7.37 Turkey: 5.89 Italy: 5.04 Ireland: 5.30 US: 5.22 Taiwan:6.44 brazil: 5.71 If a firm enters a new country and performs its activities based on prior knowledge experience, it can cause a significant lack of trust alienation in the host country, this can have further ramifications, like attaining a quality workforce (Dowling, Welch, Schuler,1998). Example to prove importance of Cultural factors over Past knowledge Experience: For international assignments, if a MNE decides to take the enterprise culture forward it can create certain problems for e.g., MNEs originating from US UK feel that women should be assigned senior management positions but they cannot carry this culture for an enterprise in a country that is against women empowerment for e.g., Saudi Arab. Similarly a MNE originating from Asia may give importance to group loyalty discussion, with deference to senior employees in their operation however same practice cannot be carried forward while starting an international assignment in countries where individual decisions are more important (Dowling, Welch, Schuler,1998). Case Study: Experience past knowledge that works at home does not necessarily work abroad In a South Korean textile firm a Vietnamese worker was once kicked and slapped by his South Korean boss because the worker did not respond as he could not understand when his boss told him that he was in the wrong place in the factory. In South Korea it is common for employers to scold beat employees if they make mistakes. But this home practice led to a mass retaliation in kind by ten workers and the manager was hospitalised. It further led to a four day strike pay rises of ten to fifteen percent for workers. So the textile firm had to pay a lot for not considering cultural factors in Vietnam.(Dowling, Welch, Schuler,1998). International Human Resource Management: Managing People in a Multinational Context, 3rd ed. Peter J. Dowling, Denice E. Welch, Randall S. Schuler As per a study done to determine the affects of cultural factors on job performance it was indicated that after accounting for control variables, gender, prior overseas experience, length of stay in host country and language fluency, Cultural factors significantly related to job performance ( Ang et al.,2004) Pros Cons of Hiring an Expatriate based on Culture over Past Knowledge Experience: Experience in home country If a MNE hires expatriates based on past knowledge and experience in the home country, it can be beneficial for the control maintenance of the policies culture of the parent firm however it can lead to high expenditure in foreign assignments, difficulty in providing adequate training for foreign assignments, problems with adjustment for the expatriate and his family, problem in dealing with repatriates(when expatriates return). Experience in some other country As per Searle Ward(1990) having host country experience or friendships with host nationals greatly improves the expatriates ability to learn social skills and behaviours. Greater experience with the host culture produces greater cross-cultural adjustment. The theorists state that prior foreign experience with the host culture is positively related to adjustment provided that the experience does not serve to foster negative, unrealistic expectations of the foreign culture. There is a direct relationship between prior experience and cross-cultural adjustment , it provides an accurate and realistic representation of the host Countries policies, customs, values, etc. There is very little evidence that previous experience abroad does not always facilitate adjustment to a new expatriate environment (e.g., Black Gregersen, 1991; Cui Awa, 1992; Dunbar, 1992; Selmer, 2002). The major advantages disadvantages of hiring expatriates with past experience (both domestic and/or international) are Advantages: It leads to organizational Co-ordination Control is better facilitated maintained. It also helps promising managers with past knowledge experience in home country get international experience. People with past knowledge prove to be the best people for the job because of special skills experience. It provides an assurance that during international assignment, subsidiary will comply with companys policies, objectives etc. It has been found that researchers generally consider previous international experience to be of advantage because such experience teaches an individual the ability to generate strategies for adaptation in new situations, so the chances of assignment failure are minimized(Tye and Chen, 2005 cited in Avril Magnini,2007) Disadvantages: The Promotional opportunities of host country nationals get restricted limited. Adaptation to host country may take a really long time. Parent company nationals may impose an inappropriate headquarter style. Compensation benefits for Parent company nationals Host country nationals may differ, causing conflicts. As per Gregerson Black (1990) One of the most important reason for the expatriates failure international assignments has been the use of technical skills, rather than intercultural skills, as the most important factor in US selection for overseas assignments (Stephan, Helms Haynes,1995) Hiring on the basis of Cultural skills: However, if cultural factors are given importance and for international assignments expatriates are chosen on the basis of their understanding of the host countrys culture it can result great success for the assignment. Hofstede (1980,p. 398) suggests that the key cross-cultural skills are the ability to communicate; The ability to be non-judgemental; The ability to accept the relativity of ones own knowledge and perceptions; The ability to display empathy; The ability to be flexible; The capacity for turn-taking (letting everyone take turns in discussions); Tolerance for ambiguity. As per Fishmayr (2004), all the attributes must be viewed in the context of the host countrys culture. Each culture has its own criteria of the importance of Characteristics required for success. The major advantages disadvantages of hiring expatriate with cultural understanding are Advantages: Language other barriers of traditions are eliminated. Hiring cost is tremendously reduced, no work permit required. Continuity of management improves as HCNs stay longer in position. No government interference as the host country gets employment opportunities. Morale dedication of expatriate increases as they see career potential. (Briscoe Schuler, 2004) The expatriates who understand the social cultural environment of the host country, will be more efficient in understanding the culture of the host company. For example in individualistic cultures the organizations give importance on rewarding individual contributions, whereas in collectivists cultures the shared objectives, common interests, interdependence and communication is given more importance(Chatman et al; 1998). Such demographic compositions affect expatriate performance, creativity, motivation turnover intentions and any other job related outcomes. Among these creativity is more tangible and employee specific resource of MNEs, lack of which, may retain multinationals from keeping in touch with technological changes and development in related industries. (Avril Magnini,2007) Disadvantages: Control co-ordination of headquarters may be spoilt. HCNs will have limited growth opportunities outside the subsidiary.Hiring HCNs may limit the opportunity for PCNs to gain foreign exchange. It can lead to a federation of national rather than global units. (Briscoe Schuler, 2004).International Human Resource Management, 2nd ed. Dennis R. Briscoe Randall S. Schuler CONCLUSION Thus it can be said that the role of culture is very important in the success or failure of an international assignment. If a MNE ignores this factor it has to face serious consequences, like failure of the assignment, bad reputation, financial losses so on. However, this fact cannot be overlooked that other factors like past knowledge experience are also important and they should also be considered while choosing an expatriate. The only way to ensure that an assignment gets successful is to make sure that the expatriate chosen has good knowledge about the host country, its culture, tradition, values along with some past knowledge experience. Q: In what way is repatriation proving to be a major problem for MNEs? Critically discuss what should be the essential features of an expatriate training programme designed to assist the western expatriates adjusting to life and work in another continent. A: PREAMBLE : In this assignment, the repatriation issue is dealt with in detail. The major problem faced by the MNEs is discussed followed by the problems faced by expatriates in detail, as the problems that expatriates face have a severe impact on the MNEs in terms of productivity and staff turnover. A literature review has been used to study the past practices of MNEs that made repatriation a problem. Later on, the essential features of an expatriate training program designed for western expatriates are discussed in detail like cultural training, language training, technical management training, the importance of including preliminary visits to the host country as a part of training programme has also been stated. In the end the critical review/conclusion is given reflecting the total understanding of the topic. Definition: Repatriation is a process of returning back home at the completion of an international assignment. (Rugman Collinson,2006) The major reason that repatriation becomes a problem for MNEs is the organizations belief that returning home of expatriates should not be difficult, but many researchers have found repatriation to be a really challenging and complicated process(Cox, 2004). The main source of concern for the multinational enterprises is the repatriation turnover i.e. number of repatriates leaving the job on return (Lazarova and Cerdin, 2007). The major concern for the MNEs is the attrition rate of their repatriated employees (Gregersen, H.B., J.S. Black ,1996) .Managers returning from an international assignment are more likely to resign and look for other employment opportunities as compared to other eecutives with same domestic experience ( Stroh et al, 1998) As per the Global Relocation Trends 2003/2004 Survey (GMAC, 2004) 13 percent of the US repatriates leave the company in one year after returning from an international assignment, another 10 percent leave the following year. Baruch and Altman (2002) found in their research that 50 percent of people left the company within a few years of their return from an international assignment. Bossard and Peterson (2005) argue that, if the repatriates get frustrated due to unfulfilled expectations and lack of appreciation, they will leave the MNE. The costs of pre mature repatriation also includes losses like damaged corporate reputation and lost business opportunities. If a repatriate leaves the home organization soon after coming back from an international assignment it causes a financial setback also forces the company to lose the repatriates recently developed international experience and competence (Hyder and Lo ¨vblad, 2007). LITERATURE REVIEW: International human resource development (HRD) researchers have recognized that organizational support and training are necessary for expatriates to do a good job in overseas assignments (Hurn, 2007; Osman-Gani and Tan, 2005; Selmar, 2005; Osman-Gani, 2000; Brewster, 1993; Harvey, 1989). However, the literature concentrated on the role of training and development for successful performance in foreign assignments, but little attention has been given to the repatriation aspect. Repatriation, which is the last step of the expatriation cycle, is an under-researched dimension of international assignments (Harvey, 1989; Black, 1992; Suutari and Brewster, 2003), although its importance has been repeatedly mentioned in international business and international HR literature (Allen and Alvarez, 1998; Caligiuri and Lazarova, 2001). (Ahad Hyder,2008, pp457) As per Black Gregersen, a multinational spends a huge amount of money on each expatriate over the duration of international assignment and if the employees exit the MNE within a short duration of time, it can result in huge financial human capital losses as the knowledge, skills experience gained by expatriate are scarce in the external internal labour markets. (Dowling, Welch Schuler,1999) International Human Resource Management: Managing People in a Multinational Context, pp 221 Repatriation is proving to be a major problem for MNEs because they do not have any plans or training programs to handle returning expatriates the expatriates face many challanges when they come back, some of them being: 1. Readjustment Problem: There can be a readjustment problem for expatriates as when they come back they might feel that the home office job lacks the high degree of responsibility authority that they had in the overseas assignment. 2. Delay in Career Progression: They can also start feeling that the MNE does not value their international experience and their time was wasted when they were on an overseas assignment in terms of their career progression. 3. Standard of Living: The repatriates when overseas enjoy generous living allowances benefits that cannot be matched when they come back home. 4. Reverse Culture Shock: Expatriates can get a reverse culture shock because of the change in cultural lifestyle back home. 5. Increased Prices of fixed assests: Expatriates who sell their houses when going on a long international assignment for two or three years find it very difficult to purchase a new house because of increased rate of property. 6. Technological Advances: When the expatriates are abroad numerous technological advancements keep happening in the head quarter which might make the knowledge skills of expatriates obsolete. (Rugman Collinson,2006) International Business, 4th ed., Alan M. Rugman Simon Collinson, pp345 7. Conflicts: Conflicts may occur because after gaining international experience, an expatriates way of working gets influenced by foreign culture and when he comes back home, conflicts can arise if he tries to work as per the culture of the foreign country to which he was sent. For example, an American expatriate who went to Indonesia, alters his participative managerial style to one that is authoritarian because of the subsidiarys requirement, however when the expatriate returns to America tries to be authoritarian in managing style, conflicts are bound to happen. 8. Role clarity Role discretion: Role discretion means the freedom to adjust the work role to fit the individual (repatriate), making it easy for him to utilise the past international experience familiar behaviour. For most of the North American companies, role clarity role discretion remains a major repatriation issue as they do not provide role clarity discretion to returning expatriates. 9. Social Factors: On return, life may seem unexciting or dull because the social ties that the expatriate made on the foreign assignment were broken when he came back home. Families who return to their previous domestic locations often find that their relatives friends have moved away even children find it difficult to adjust to new school friends. 10. Effect on Partners career: If the repatriates partner had never worked before in the home country but got some job when he/she was abroad with his partner on international assignment, it becomes really difficult to start the career from the scratch once again when the partner returns back to the home country. As a result of all these problems MNEs have started taking repatriation much more seriously. In 1989 Harvey did a survey of the members of the Institute for International HRM of the U.S society for HRM to determine U.S firms approach towards repatriation. It was found that 31 percent of U.S firms offer repatriation program to help the repatriates in dealing with numerous problems they face on return. (Dowling, Welch Schuler,1999) Peter J. Dowling, Denice E. Welch, Randall S. Schuler International Human Resource Management: Managing People in a Multinational Context pp211- 225 Essential features of an expatriate training programme As organisations are becoming globalised, there is an increasing challenge to send expatriates on international assignments to complete critical tasks (Gregersen Black 1996, Brewster 1998, Downes Thomas 1999). Multinational Enterprises (MNEs) use expatriates for corporate control and expertise reasons in major global markets also to facilitate entry into new markets or to develop international management competencies (Bird Dunbar 1991, Boyacigiller 1991, Rosenzweig 1994, Shaffer, Harrison Gilley 1999, Forster 2000). (Chew,2004) Janet chew,2004, Managing MNC expatriates through crises: A challenge for International Human Resource Management A western expatriate going to another continent finds it really difficult to adjust because of several reasons like climate, culture, eating habits of people from other continents so on. To cope up with all these problems it is very essential that the expatriate gets proper training before he leaves on the assignment. The different types of training programs required by a Western expatriate can be broadly classified as: 1. Technical Training: The technology used by western countries is not same as that used in other continents so the expatriate should be made familiar with the technologies used by that foreign organization to which he is going. He should also be briefed on the local attitudes of people over there towards technology innovation transfer. 2. Management Training: An expatriate sent to other countries on a specific project holds a particular designation so it is very important that the western expatriate is made aware of the administrative responsibilities for the post. a)He should also be made aware of policies regarding ethical issues. b)He should be told about the companys organizational structure, strategies opportunities for change, organizational climate, informal structures. c)He should also be trained on conflict management. d)The western expatriate should be trained on the business environment of the host country, a description of local international markets should be given along with information about competitors, distributors, tariff other barriers e) He should be well trained in marketing issues strategies, pricing strategies, advertising promotional strategies that work in other continents. f)The expatriate needs to have knowledge about human resource issues, labour relations policies, salary reward structures other policies followed in the host country.(Mead,1994) 3. Cross-cultural training : Such training aims at achieving three major outcomes (Black Mendenhall,1990) For western expatriates it is the most important part of the training as: a) It teaches them about the other culture, values practices within that culture. It also helps the expatriate his spouse in learning about different situations that they might encounter. It also gives them a knowledge as to how the culture is reflected in political, historical economic data. b) It also helps them to develop non-evaluative attitudes towards other culture, teaches them how to express cultural values in their behavior, this also helps them to predict when culture will be a factor in determining behavior. c) Cross-cultural training teaches expatriates how culture affects attitude towards work; motivation, organizational climate, degree of personal involvement etc. It teaches them how culture influences relations between organizations how it influences formal interactions.(Mead,1994) As per Treven (2003) the most important part of expatriate training is cross-cultural training. It helps to prepare expatriate managers to live, work survive in a different cultural environment. It is important as dealing with new culture surroundings appears to be even more difficult than the assignment itself. Treven (2003) also underlines that it is important to train managers their families both before leaving for the other country and during the assignments. Tsang (1994) identified six types of cross-cultural trainings, which are used by the US, European and other western countries. (1) Environmental briefings in order to provide information about climate, geography, housing and schools. (2) Orientation on culture in order to familiarize the expatriate with cultural institutions and value systems of host country. (3)Cultural assimilators using approaches aiming at exposing members of one culture to some basic ideas, approaches, role perception and habits of the other culture. (4) Sensitivity training to increase attitudinal flexibility. (5) Field experience, which sends the person to the country of assignment in order to help him deal with emotional stress of living and working with people who differ culturally. 6) Language training . 4. Language training: An important issue that Treven (2003) underlines is the language training for the expatriate family, as it provides the recognition of a new culture, including such a cultural elements as history, economy, politics, religion, social atmosphere and business practices. Without language training survival becomes difficult. (Karcz, Liu Adamska,2006) How to survive as an expatriate in china-A case study based on three companies IKEA, NCR Texol, 2006, Kamila Karcz, Rongzhi Liu, Joanna Adamska 5. Preliminary visits family considerations: One of the most important technique that is useful for western expatriates is preliminary visit to the host country. It serves to introduce the expatriate to the business context in the host country also helps in pre departure preparation and initial adjustment. As per Price waterhouse survey in 1997-1998, 53 percent of the MNEs always provide preliminary visits to its expatriates and around 38 percent use it in certain circumstances. This practice can become a bit problematic for expatriates as they find it difficult to reject the assignment in spite of not liking the host country because a huge amount of MNEs capital gets invested in the visit. (Dowling, Welch Schuler,1999). Family members must be involved in relocation decisions and preparation (Hogan and Goodson, 1990). Stress and culture shock can effect the family and if not addressed in time can become a negative force in an overseas assignment. Black and Stephens (1989) found spouse adjustment to interaction with the host-country was correlated with the expatriates intentions to complete the assignment. Researchers including Gregersen and Black (1990) stress the importance of developing the intercultural skills of both expatriates and their families. (Stephan, Helms Haynes,1995) CRITICAL REVIEW (CONCLUSION) As per research done by Gregerson Black(1996) there were significant differences in the motivation expectations of the expatriate those of the MNE. The expatriates accepted international assignments for career progression, compensation adventure however the MNE sought it as a means of transferring home corporate culture and expanding business in global markets. Most of the MNEs during the 1970 and 1980s were experiencing difficulty agreeing on the appropriate skills and competencies training that were required by western expatriates to be successful on an international assignment. The main points of disagreement were: Corporate leaders could not agree on the importance of prior international experience and expertise the expatriate should have before taking an international assignment. Some of them believed prior international experience was necessary, others felt that an employees success at the domestic level, rather than international experience, was the key predictor to being a successful expatriate. MNEs were struggling to discover an effective training and development model to help them in preparing expatriates to be successful in their overseas assignment. In 1970s and 1980s less than 30% of employees who were sent on 1 to 5 years assignments received some type of training before undertaking international responsibilities. Top management generally did not consider trainings importance in contributing to an expatriates successful performance. MNEs did not encourage the need of customized training programs for expatriates within the host country. Training received was generic in nature and mainly offered within the western countrys borders. MNEs, in mos