Loneliness in Herman Melvilles Writing Essay -- Herman Meville Lonely

L angiotensin-converting enzymeliness in Herman Melvilles WritingMelville read The Solitude of Nature and of Man, or The bleakness of Human Life (by Horatio Alger) making particular proposition note of passages linked with solitude to the apt life (528 Lorant). Loneliness is a major theme of the life and work of Herman Melville. What makes one so damnably totally and is there a cure for this? Loneliness was something that Melville suffered with his whole life yet he must have cherished his alone beat somewhat since a writers life is to be alone. He has been diagnosed by dint of his work as being bi-polar which whitethorn have much to do with how his artisitc career shaped up. How else to account for the apparently impossible outburst of 7 brisks in 7 years with such scope and magnitude and widely differing tads? It is the tone Melville takes with each of his books that is the key to his own in the flesh(predicate) feeling of solitariness at the time of his writing. I a im to show not only the development of this theme, but also the development of the man by dint of the development of this theme. It is a most illumine key to ones ambiguous inner self that all artists try to express and do justice. The whole landscape was one unbroken solitude --TYPEE TYPEE was his first novel and the adventurous, whimsical love of the process of writing is what comes with the most.TYPEE is not characterized by any of the language, dialog, or images of the dark, cracked embittered loneliness on display throught he roost of his career. To be sure, there is little of his later loneliness in TYPEE, but its absence is worth mention and is notable. And this may hve had much to do with its success as his subsequent darker works would be far less successful with critic... ...xt because of the density of the text and the sustained poetic tat it achieves would be ruined. Given Melvilles sons suicide billy goat Budd takes on all kinds of personal meanings and expressions. It is such a balanced work that reading it is like going through a dream or a memory which is what Budd and Melvilles son have become. Melville, like the captain lives with their sons name always on their lips tot heir dying(p) day. But as was said earlier, its the tone thats the key and the tone here so gentle, quiet, and accepting as to be the most moving piece and abstract final pieces to a career and a life because with Melville writing and his life were inseparable. In sum, by looking at this theme and his work you feel you ticktack closer to its maker which is the best laudation they could hope for--and is the most unlonely thought and feeling one can have. Loneliness in Herman Melvilles Writing Essay -- Herman Meville solitaryLoneliness in Herman Melvilles WritingMelville read The Solitude of Nature and of Man, or The Loneliness of Human Life (by Horatio Alger) making particular note of passages linked with solitude to the intellectual life (528 Lorant). Loneliness is a major theme of the life and work of Herman Melville. What makes one so damnably alone and is there a cure for this? Loneliness was something that Melville suffered with his whole life yet he must have cherished his alone time somewhat since a writers life is to be alone. He has been diagnosed through his work as being bi-polar which may have much to do with how his artisitc career shaped up. How else to account for the seemingly impossible outburst of 7 novels in 7 years with such scope and magnitude and widely differing tones? It is the tone Melville takes with each of his books that is the key to his own personal feeling of loneliness at the time of his writing. I aim to show not only the development of this theme, but also the development of the man through the development of this theme. It is a most illuminating key to ones ambiguous inner self that all artists try to express and do justice. The whole landscape was one unbroken solitude --TY PEE TYPEE was his first novel and the adventurous, whimsical love of the process of writing is what comes through the most.TYPEE is not characterized by any of the language, dialog, or images of the dark, cracked embittered loneliness on display throught he rest of his career. To be sure, there is little of his later loneliness in TYPEE, but its absence is worth mention and is notable. And this may hve had much to do with its success as his subsequent darker works would be far less successful with critic... ...xt because of the density of the text and the sustained poetic cohesiveness it achieves would be ruined. Given Melvilles sons suicide Billy Budd takes on all kinds of personal meanings and expressions. It is such a balanced work that reading it is like going through a dream or a memory which is what Budd and Melvilles son have become. Melville, like the captain lives with their sons name always on their lips tot heir dying day. But as was said earlier, its the tone that s the key and the tone here so gentle, quiet, and accepting as to be the most moving piece and appropriate final pieces to a career and a life because with Melville writing and his life were inseparable. In sum, by looking at this theme and his work you feel you get closer to its maker which is the best compliment they could hope for--and is the most unlonely thought and feeling one can have.

Premature Specialization :: essays research papers

Premature SpecializationA medical doctor in today&8217s world is educated and trained in a traditional manner that seeks to insure the well being of his or her patients. Practicing medicine requires a strong science background and rigorous orchestrate it is in the interest of clients and medical boards across the world to assure this. Thus, education in the science field is extremely important, even at the undergraduate level. universe a doctor is not just a job, nor is it solely a career. The medical profession is saturated with risk, for both the patient as well as the doctor. Doctors need early specialization in their education in order to acquire the skills necessary to handle delicate situations that occur on a casual basis. Malpractice must come to an end. The education that a doctor receives is a tool that he or she will use his or her whole life, (unlike a soulfulness who majored in something contrary to what their field of work is). A doctor&8217s hear is a vital inst rument. Medical skill is a demand for true practicing procedures and should be taken seriously. Knowing the legal system requires a doctor to have a good amount of experience toilet ease the concerns of family and love ones, and also gives confidence to a doctor that he or she can do his or her work correctly. In order for doctors to get the best experience and education needed, training must take place early on in education. An abundance of science courses in college is a good start to prepare for medical school. Even though medical schools might cover the material that is offered in undergraduate biology and chemistry courses, repeat exposure to the material can only be beneficial to the student. The more experience that a student has in science and related subjects ultimately helps the future doctor in the large run.To ensure the level of maturity of a doctor, it is necessary to educate them on a broad level. According to Thomas,English, History, the literature of at least tw o opposed languages, and philosophy should come near the top of the list, just below Classics, as basic requirements, and applicants for medical school should be told that their grades in these courses will more than anything. (Thomas 115)Educating premed students in these courses is important, but science is the most significant part in an undergraduate program. It requires thought and practice as well as research, which are all primordial keys to being a doctor.

Class Difference in the Renaissance and in Shakespeares As You Like It

Class Difference in the Renaissance and As You Like It Notions about class distinctions during the Renaissance became more than ambiguous than at any other period of time. Many countries moved from a feudal to a capitalist economy, leading to some of the worst peasants revolts in the history of Europe.(Aston) During the last quarter of the 1500s the conditions for social status and position were going through radical changes, as the boundaries between the upper elite and the gentry as well as those between these groups and the wealthier professional classes below them were particularly ambiguous. (Bailey) There came about a term called sorts, which essentially split the population into two or so defined classes. There were the better sorts, which included the noblemen, gentlemen, and yeomen. The meaner sorts included the husbandmen, artisans, and laborers. The citizens or merchants could go into either category depending upon income, rank in society, local reputation, professio n, and age. Citizens rose in the ranks ascribable to an economic boom in national trading, service industries, manufacturing businesses, and government posts. (Bailey) The laboring classes saw an increased number of skilled workers and the availability of printed literature provided educational advances. The tralatitious gauges of status such as birth, wealth, occupation, political allegiance, and life style, as well as regional, religious, and professional affiliation, (Bailey) were beginning to fade. To maintain some order, Queen Elizabeth declared a clothing proclamation in 1562. In summary, apparel was one of the primary means through which royalty and the upper class could proclaim their authority and power. hotshot coul... ...the heir of property and money. Our own ways of judging people and situations is deeply rooted in the social changes that took place in the English Renaissance. WORKS CITED Aston, Margaret. The face of the Renaissance. New York Abradale Press, 200 0. Bailey, Amanda. Monstrous Manner Style and the Early Modern Theatre Criticism , Vol. 43, Issue III 2001. The Oxford English Dictionary. 2nd ed. CD-ROM, Oxford Oxford UP, 1992. Ronk, Martha Clare. Locating the Visual in As You Like It, The Shakespeare Quarterly Vol. 52, Issue II, 2001. Shakespeare, William. As You Like It. The Oxford Shakespeare The Complete Works. Ed. Stanley Wells, Gary Taylor, and William Montgomery, Oxford Oxford UP, 1999. Wall, Wendy. Why Does Puck Sweep? Fairylore, MerryWives, & Social Struggle, The Shakespeare Quarterly Vol. 52. Issue I 2001.

Symbolic Mockingbirds Essay examples -- English Literature Essays

Symbolic Mockingbirds Symbolism is used extensively in the fiction To Kill a Mockingbird. The theme of prejudice in the novel can be best perceived through the symbol of the mockingbird. Atticus advised his children that if they went hunting for birds to shoot all the bluejays you want, if you can hitem, but remember its a sin to polish a mockingbird (96). Miss Maudie explains this further by saying that mockingbirds dont do one thing but make music for us to enjoy. They dont eat up peoples gardens, dont nest in corncribs, they dont do one thing but sing their hearts out for us. Thats why its a sin to kill a mockingbird (96). Bluejays are considered to be the bullies of the bird world. They are very loud, territorial and aggressive. The bluejays represent the prejudiced bullies of Maycomb, such us Bob Ewell. Mockingbirds, on the opposite hand, are innocent and all they do is sing beautiful songs they would not harm anyone.Tom Robinson is an example of a mockingbird. Tom never harm s anything or anyone. The only when mistake Tom made was to help Mayella and hack wood. Mayella accused Tom of raping her. When asked if Tom was the man who raped her, she replied and said that he most certainly is (192). He is unmistakably innocent, but still, those around him must sin and kill a mockingbird. Tom was a dead man the minute Mayella Ewell opened her mouth and screamed (247). after Tom was killed for attempting to escape from prison, Mr Underwood wrote in an editorial that...

Growing Up, Staying Young Essay -- Personal Narrative Papers

Growing Up, Staying Young I had trouble sleeping that night. The peaceful, rhythmic breathing of my younger sister crosswise the room could not calm me as I lay chthonic the covers in the dark, listening for the heavy footsteps of an elderly spell sneaking through the at a lower place floor of my house. With one hand firmly choking Red Blankie, I reached with the other to turn the alarm clock on my bedstand toward me. The fluorescent red digits whispered 1203 in the still, black room. Perhaps he will come soon. Delicate tingles danced up my arms, as I froze like a nervous cat, ears up, piddle and alert. I rehearsed the carefully planned sequence of events in my head. A suspicious and unfamiliar sound from the living room would be my signal -- a taut snow boot hitting the carpet, a clumsy hand inadvertently knocking over a dish on the fireplace, or a revoke of papers. Carefully, I would slide out of my flowered bed without waking my sleeping sister, tiptoe gently across t he bedroom floor out into the chilly hall, and mess the first five stairs, avoiding the creaky spots in the floor along the way. There, peering around the corner of the wall that ended at the fifth stair, I would at last behold the mysterious man whom no one in my family -- not Mommy, not Daddy, and of course not little Ming -- had ever seen. The bearded man would be dressed in a red suit with white trim. His name was Santa Claus. Mommy and Daddy had told me that Santa and his nine reindeer wouldnt come to put presents at a lower place the Christmas tree until after I had fallen asleep, but of course, they didnt know about my brilliant plan to catch the old man in the act. Squinting under the meager moonlight that peered in through my bedroom window, I forced my... ...power to believe in other abstractions besides the white-bearded man -- entities such as peck or true love that may seem any bit as fanciful. I also have the ability to imagine a nine that does not use bomb s to solve disagreements and can instead trust in reason and diplomacy. The idealistic notion that one person can make a difference in the world motivates me everyday in my quest to be a doctor.As a child, I read the story of whoreson Pan, an teenaged boy who refused to grow up and thus stayed in Never Never Land, a magical place where he wouldnt age and could spend his days in spectacular adventures. I hope that as I grow another year older, I can always keep a little Peter Pan in my spirit, that I can see a story in even the most simple things around me, and that I will continue, every Christmas Eve, to leave cookies and milk out for Santa Claus.

Growing Up, Staying Young Essay -- Personal Narrative Papers

Growing Up, Staying Young I had trouble sleeping that night. The peaceful, syncopated breathing of my younger sister across the dwell could not calm me as I lay under the covers in the dark, listening for the heavy footsteps of an patriarchal man sneaking through the downstairs floor of my house. With star hand firmly choking Red Blankie, I reached with the other to turn the alarm quantify on my bedstand toward me. The fluorescent red digits whispered 1203 in the still, black room. Perhaps he will come soon. Delicate tingles danced up my arms, as I froze like a nervous cat, ears up, ready and alert. I rehearsed the carefully planned sequence of events in my head. A suspicious and unfamiliar sound from the living room would be my signal -- a wet snow boot hitting the carpet, a clumsy hand inadvertently knocking over a travelling bag on the fireplace, or a rustle of papers. Carefully, I would slide out of my flowered bed without waking my sleeping sister, tiptoe gently acro ss the bedchamber floor out into the chilly hall, and down the first five stairs, avoiding the creaky spots in the floor along the way. There, peering around the corner of the wall that cease at the fifth stair, I would at last beh sr. the mysterious man whom no one in my family -- not Mommy, not Daddy, and of course not little Ming -- had ever seen. The bearded man would be dressed in a red suit with white trim. His name was Santa Claus. Mommy and Daddy had told me that Santa and his lodge reindeer wouldnt come to put presents under the Christmas tree until after I had fallen asleep, but of course, they didnt know about my brilliant plan to catch the old man in the act. Squinting under the meager moonlight that peered in through my bedroom window, I forced my... ...power to believe in other abstractions anyhow the white-bearded man -- entities such as fate or true love that may seem every bit as fanciful. I also get hold of the ability to imagine a society that does not use bombs to solve disagreements and can instead trust in reason and diplomacy. The idealistic notion that one person can make a difference in the world motivates me everyday in my quest to be a doctor.As a child, I read the story of Peter Pan, an adolescent boy who refused to grow up and thus stayed in Never Never Land, a magical place where he wouldnt age and could spend his days in spectacular adventures. I hope that as I grow another year older, I can eer keep a little Peter Pan in my spirit, that I can see a story in even the most transparent things around me, and that I will continue, every Christmas Eve, to leave cookies and milk out for Santa Claus.

Marketing Is Everything

HER JANUARY-FEBRUARY 1991 Marketing Is Everything by Regis McKenna he 1990s get out belong to the client. And that is bulky b ar-asss for the martplaceer. Technology is trans motleying choice, and choice is transforming the market. As a result, we argon witnessing the emergence of a unseasoned merchandising paradigm not a do much than merchandising that simply turns up the volume on the sales spiels of the past and a fill inledge- and experience-based selling that repreast southeastnts tbe once-and-for-all death of the salesman. Marketings transformation is driven by tbe wonderful power and ubiquitous spread of tecbnology.So pervasive is technology today tbat it is virtually meaningless to make distinctions between technology and nontecbnology businesses and industries tbere arc moreover tecbnology companies. Tecbnology has moved into crops, the workplace, and the marketplace with astonishing speed and thorougbness. S razety years after(prenominal) tbey were invented , fractional borsepower motors argon in some IS to 20 bo subprogramb hoar mathematical products in tbe average Ameri stop home today. In less than 20 years, the micro demonstrateor has chance ond a similar penetration. TWenty years ago, there Regis McKenna is chairman of Regis McKenna Inc. a Palo Alto-headquartered market consulting firm that purposes some of Americas leading high-tech companies. He is also a general partner of Kleiner Perkins Caufield &) Byers, a technology venture-capital go with. He is the author of Whos Afraid of Big Blue? (Addison-Wesley, 1989) and The Regis Touch (Addison-Wesley, 1985. DRAWING BY timothy BLECK T 65 MARKETING IS EVERYTHING were fewer than 50,000 computers in lend oneself,- today more than . 50,000 computers are purchased every day. The defining characteristic of this saucy expert push is programmahility.In a computer chip, programmability means the capability to alter a command, so that one chip merchantman perform a variety of prescr ibed functions and produce a variety of prescribed awaycomes. On the factory floor, programmability transforms the production operation, enabling one machine to produce a wide variety of ensamples and products. More broadly, programmability is the new corporate capability to produce more and more varieties and choices for nodes flat to offer each individual guest the chance to design and implement the program that go away carry the precise product, service, or variety that is right for him or her.The technological promise of programmahility has exploded into the reality of almost unlimited choice. Take the world of drugstores and supermarkets. According to Gormans youthful Product News, which swings new product introductions in these two eonsumer-products arenas, between 1985 and 1989 the consequence of new products grew by an astonishing 60% to an all- beat annual high of 12,055. As venerable a brand as feed illustrates this multiplication of brand variety. In 1946, Pr octer & Gamble introduced the laundry detergent, the freshman ever. For 38 years, one version of Tide served the entire market.Then, in the mid-1980s, Procter & Gamble began to bring out a succession of new Tides Unscented Tide and Liquid Tide in 1984, Tide with Bleach in 1988, and the concentrated Ultra Tide in 1990. To some marketers, the creation of almost unlimited tailoreder choice represents a threat particularly when choice is come with by new competitors. TVenty years ago, IBM had solo 20 competitors,- today it faces more than 5,000, when you count any company that is in the computer business. Twenty years ago, there were fewer than 90 semiconductor companies today there are almost 300 in the United States alone.And not only are the competitors new, take with them new products and new strategies, but the customers also are new 90% of the people who used a computer in 1990 were not using one in 1980. These new customers dont know ahout the old rules, the old understandi ngs, or the old slipway of doing business and they dont care. What they do care about is a company that is leaveing to set its products or serve to outburst their strategies. This represents the evolution of merchandising to the market-driven company. Several decades ago, there were sales-driven companies.These organizations focused their energies on changing customers minds to fit the product praeticing the any color as long as its b omit school of marketing. As teehnology developed and competition increased, some companies shifted their procession and became eustomer driven. These companies expressed a new go awayingness to change their product to fit customers requests practicing the tell us what color you want school of marketing. In the 1990s, successful companies are becoming market driven, adapting their products to fit their customers strategies.These companies result practice lets figure out to drumher whether and how color matters to your larger goal marketing. It is marketing that is oriented toward creating rather than controlling a market it is 66 HARVARD BUSINESS look backward January-February 1991 based on exploitational education, incicmcntul improvement, and ongoing process rather than on simple market-share tactics, raw sales, and one-time events. Most important, it draws on the base of noesis and experience that exists in the organization. T ese two essentials, knowledge-based and experiencebased marketing, provide increasingly define the capabilities of a successful marketing organization. They will supplant the old approach to marketing and new product development. The old approach getting an idea, conducting traditional market search, developing a product, examination the market, and finally going to market is slow, unresponsive, and turf-ridden. Moreover, given the fast-changing marketplace, there is less and less condition to believe that this traditional approach can keep up with real customer wishes and demands or with the rigors of competition.Consider the mueh-publieized 1988 lawsuit that Beecham, the international consumer products group, filed against advertizing giant Saatchi Saatchi. The suit, which sought more than $24 million in damages, argued that Yankelovich Clancy Shulman, at that time Saatchis U. S. market-research subsidiary, had vastly overstated the projected market share of a new detergent that Beecham launched. Yankelovich forecast that Beechams product, Delicare, a cold-water detergent, would win between 45. 4% and 52. 3% of the U. S. arket if Beecham backed it with $18 million of advertising. According to Beeeham, however, Delicares highest market share was 25% the product generally achieved a market share of between 15% and 20%. The lawsuit was settled out of court, with no clear winner or loser. Regardless of the outcome, however, the issue it illustrates is widespread and constitutional forecasts, by their very nature, must be unreliable, particularly with technology , competitors, customers, and markets all shifting ground so often, so rapidly, and so radically.The alternative to this old approach is know ledge-based and experience-based marketing. Knowledge-based marketing requires a company to master a scale of knowledge of the technology in which it competes of its competition of its customers of new sources of technology that can alter its hawkish environment and of its own organization, capabilities, plans, and way of doing business.Armed with this mastery, companies can put knowledge-based marketing to work in three essential ways integrating tbe customer into tbe design process to guarantee a product tbat is tailored not only to the customers needs and desires but also to the customers strategies generating nicbe thinking to use tbe companys knowledge of cbannels and markets to identify segments of tbe market tbe company can own and developing the infrastructure of suppliers, vendors, partners, and users wbose relationships will help su stain and support tbe companys reputation and technological edge.The otber balf of this new marketing paradigm is experiencebased marketing, wbicb empbasizes interactivity, connectivity, and creativity. With tbis approacb, companies spend time with tbeir customers, constantly monitor tbeir competitors, and develop a feedback-analysis outline tbat turns this development about the market and the competition into important new product intelligence. At the same time, tbese companies botb esteem their own )anuary February 1991 HARVARD BUSINESS REVIEW 67 MARKETING IS EVERYTHING echnology to assess its currency and cooperate with separate companies to create mutually advantageous systems and solutions. These close encounters with customers, competitors, and internal and outside technologies give companies the firsthand experience they need to invest in market development and to lay claim intelligent, calculated risks. In a time of exploding choice and temporary change, marketing the new marketing is the answer. With so much choice for customers, companies face the end of loyalty.To combat that threat, they can add sales and marketing people, throwing bely resources at the market as a way to retain customers. But the real solution, of course, is not more marketing but better marketing. And that means marketing that finds a way to incorporate the customer into the company, to create and sustain a relationship between the company and the customer. The marketer must he the integrator, both internally synthesizing technological capability with market needs and externally bringing the customer into the company as a participant in the development and adaptation of dandys and services.It is a fundamental shift in the role and purpose of marketing from manipulation of the customer to genuine customer involvement from telling and selling to communicating and sharing knowledge from last-in-line function to corporate-credibility champion. Playing the integrator requires the marketer to command credibility. In a marketplace characterized by rapid change and potentially paralyzing choice, credibility stupefys the companys sustaining value.The character of its management, the loudness of its financials, the graphic symbol of its innovations, the congeniality of its customer references, the capabilities of its alliances these are the measures of a companys credibility. They are measures that, in turn, directly affect its capacity to attract quality people, generate new ideas, and form quality relationships. The relationships are the key, the hasis of customer choice and company adaptation. After all, what is a successful brand hut a special relationship?And who hetter than a companys marketing people to create, sustain, and interpret the relationship between the company, its suppliers, and its customers? That is why, as the demands on the company shed shifted from controlling costs to competing on products to serving customers, the center of gravity in the company has shifted from finance to engineering-and now to marketing. In the 1990s, marketing will do more than sell. It will define the way a company does business. The old touch of marketing -was epitomized hy Marketing Is Everythins, and Everything T A/T / + IS IViarKCting he ritual phone call from the CEO to the corporate headhunter saying, Find me a good marketing per- marketing operation What the QQ wanted, of course, was someone who could take on a discrete set of textbook functions that were generally associated with run-of-the-mill marketing. That person would immediately go to Madison Avenue to hire an advertising agency, change the ad campaign, redesign the company logo, redo the brochures, train the sales force, retain a high-powered domain relations firm, and alter or otherwise reposition the companys image.HARVARD BUSINESS REVTEW lanuary-February 1991 68 Behind the CEOs call for a good marketing person were a number of assumptions and attitude s about marketing that it is a distinct function in the company, separate from and usually subordinate to the core functions that its job is to identify groups of potential customers and find ways to convince them to buy the companys product or service and that at the heart of it is image making creating and projecting a false sense of the company and its passs to charm the customer into the companys grasp.If those assumptions ever were warranted in the past, however, all three are totally unsupportable and obsolete today. Marketing today is not a function it is a way of doing business. Marketing is not a new ad campaign or this months promotion. Marketing has to be all-pervasive, part of everyones job description, from the receptionists to the board of directors. Its job is neither to fool the customer nor to falsify the companys image. It is to integrate the customer into the design of the product and to design a ystematic process for interaction that will create substance in t he relationship. To understand the difference between the old and tbe new marketing, compare how two bigb-tech medical instrument companies recently bandied similar customer telepbone calls requesting tbe repair and replacement of their equipment. Tbe first eompany call it Gluco tilted tbe replacement instrument to tbe customer witbin 24 hours of tbe request, no questions asked. Tbe box in wbich it arrived contained instructions for sending back tbe broken instrument, a mailing label, and even tape to reseal tbe box.Tbe pbone call and tbe excbange of instruments were handled conveniently, professionally, and witb maximum consideration for and minimum disruption to tbe customer. The warrant company call it Pumpco bandied tbings quite differently. Tbe person wbo took the customers telepbone call naughtiness neer been asked about repairing a piece of equipment sbe tbougbtlessly sent tbe customer into tbe limbo of bold. Finally, sbe came back on the line to say tbat tbe customer would have to relent for tbe equipment repair and tbat a temporary replacement would cost an additional $ 15.Several days ulterior, tbe customer received tbe replacement witb no instructions, no entropy, no directions. Several weeks after the customer returned tbe broken equipment, it reappeared, repaired but witb no instructions concerning tbe temporary replacement. Finally, tbe customer got a demand letter from Pumpco, indicating tbat someone at Pumpco bad made the luxate of not sending tbe equipment C. O. D. To Pumpco, marketing means selling tbings and collecting money to Gluco, marketing means building relationsbips witb its custotners.The way tbe two eompanies bandied two simple eustomer requests refleets tbe questions tbat customers increasingly ask in interactions witb all kinds of businesses, from airlines to software makers Wbicb company is competent, responsive, and well organized? Wbicb company do I trust to get it rigbt- Wbicb company would I ratber do business wit b? Successful companies realize tbat marketing is identical quality integral to tbe organization. Like quality, marketing is an intangible tbat tbe customer must experience to appreciate.And desire quality wbicb in tbe United States bas developed from early ideas ilk HARVARD BUSINESS REVIEW )anuary-February 1991 69 MARKETING IS EVERYTHING planned obsolescence and inspecting quality in to more ambitious concepts corresponding the systemization of quality in every aspect of tbe organization marketing bas been evolutionary. Marketing bas shifted from tricking tbe customer to blaming the customer to satisfying the customer and now to integrating tbe customer systematically.As its succeeding(a) move, marketing must permanently shed its reputation for hucksterism and image making and create an award for marketing much like tbe Malcolm Baldrige National Quality Award. In fact, companies tbat continue to see marketing as a bag of tricks will lose out in sbort order to companies tbat stress substance and real performance. Marketings supreme assignment is to serve customers real needs and to communicate tbe substance of tbe company not to introduce tbe kinds of cosmetics tbat used to typify tbe auto industriousnesss annual model cbanges.And because marketing in tbe 1990s is an expression of tbe companys cbaracter, it necessarily is a responsibility tbat belongs to the whole company. The Goal ofMarketing Is to Own the Market, Not fust U. S. companies typically make two kinds of mistakes. Some get caught up in the excitement and drive of making things, particularly new creto Sell the ations. differents become absorbed in the competiPwduct selling things, particularly to increase their market share in a given product line. Both approaches could prove fatal to a business.Tbe problem witb tbe first is tbat it leads to an internal focus. Companies can become so fixated on pursuing tbeir R&D agendas that they forget about tbe customer, tbe market, tbe competition. They end up winning recognition as R&D pioneers but lack the more important capability sustaining their performance and, sometimes, maintaining their independence. Genentech, for example, clearly emerged as the R&D pioneer in bioengineering, only to be acquired by Rocbe. Tbe problem with the second approach is that it leads to a market-sbare mentality, which inevitably translates into undershooting the market.A market-share mentality leads a company to think of its customers as share points and to use gimmicks, spiffs, and promotions to eke out a percentage-point gain. It pusbes a company to typeface for incremental, sometimes even minuscule, growtb out of existing products or to spend lavishly to launch a new product in a market where competitors make merry a fat, dominant position. It turns marketing into an expensive fight over crumbs rather than a keen effort to own the whole pie. Tbe real goal of marketing is to own the market not just to make or sell products. Smart mar keting means defining what wbole pie is yours.It means thinking of your company, your technology, your product in a fresh way, a way that begins by defining what you can lead. Because in marketing, what you lead, you own. Leadership is ownership. When you own the market, you do different things and you do tbings differently, as do your suppliers and your customers. When you own tbe market, you develop your products to serve tbat market specifically you define tbe standards in that market you bring into your camp third parties who want to develop their own congruous products or offer you new features or add-ons to aug- 70 HARVARD BUSINESS REVIEW January-February 19yi ent your product you get the first look at new ideas that others are testing in that market you attract the most talented people because of your acknowledged lead position. Owning a market can become a self-reinforcing verticillate. Beeause you own the market, you become the dominant force in the field beeause you dom inate the field, you deepen your ownership of the market. Ultimately, you deepen your relationship with your customers as well, as they attribute more and more leadership qualities to a company that exhibits such an integrated performance. To own the market, a eompany starts by thinking of a new way to define a market.Take, for instance, the case of lentiform Computer. In 1984, Convex was looking to put a new computer on the market. Because of tbe existing market segmentation. Convex could have seen its only choice as competing for market sbare in the predefined markets in supercomputers where Cray dominated or in minicomputers where Digital led. Determined to define a market it could own. Convex created the mini-supercomputer market by offering a product with a priee/performance ratio between Crays $5 million to $15 million supercomputers and Digitals $300,000 to $750,000 minieomputers.Convexs product, priced between $500,000 and $800,000, offered teehnological performance less th an that of a estimable supercomputer and more than that of a minicomputer. Within this new market. Convex established itself as the leader. Intel did the same thing with its microprocessor. The company defined its early products and market more as computers than semiconductors. Intel offered, in essence, a computer on a chip, creating a new category of products that it could own and lead. Sometimes owning a market means reach outing it other times, narrowing it. Apple has managed to do both in efforts to create and own a market.Apple first broadened the category of small computers to achieve a leadership position. The market definition started out as hobby computers and had many small players. The next step was the home computer a market that was also crowded and limiting. Tb own a market, Apple identified the personal computer, which expanded the market concept and made Apple the undeniable market leader. In a later move, Apple did the opposite, redefining a market by narrowing its definition. Unquestionably, IBM owned the business market for Apple, a market-share mentality in that arena would have been pointless.Instead, with technology alliances and marketing eorreetly defined, Apple created and owned a whole new market desktop publishing. Once inside the corporate world with desktop publishing, Apple could deepen and broaden its relationships with the business customer. Paradoxically, two important outcomes of owning a market are substantial earnings, which can replenish the companys R&D coffers, and a powerful market position, a beachhead from wbich a company can grow additional market share by expanding both its teehnological capabilities and its definition of the market.The greatest praetitioners of this marketing approach are Japanese companies in industries like autos, commercial electronics, semiconductors, and computers and communications. Their primary goal is ownership of accredited target markets. The keiretsv industrial structure allows th em to use all of the markets infrastructure to achieve HARVARD BUSINESS REVIEW January-February 1991 * r MARKETING IS EVERYTHING this relationships in technology, information, politics, and distribution help tbe company assert its leadership. Tbe Japanese strategy is consistent.Tbese companies begin by using staple fibre research from tbe United States to jump-start new product development. From 1950 to 1978, for example, Japanese companies entered into 32,000 licensing arrangements to acquire foreign technology at an estimated cost of $9 billion. But the United States worn out(p) at least 50 times tbat much to do the original R&D. Next, these Japanese companies pusb out a variety of products to engage the market and to hold back and then focus on dominating tbe market to force foreign competitors to retreat leaving them to barvest substantial returns.Tbese buge profits are recycled into a new spiral of R&J3, innovation, market creation, and market dominance. Tbat model of comp eting, which links R&D, technology, innovation, production, and finance integrated through marketings drive to own a market is the approacb tbat all competitors will take to succeed in the 1990s. In a world of mass manufacturing, the twin was mass marketing. In a world of flexible Technolo2V nnufacturing, the counterpart is flexible market7-. 7 ine. The technology comes first, the ability to marJZ VUI VtCi jgj practises.The tecbnology embodies adaptability, programmability, and customizability now comes marketing that delivers on those qualities. Today tecbnology has created tbe promise of any thing, any way, any time. Customers can have their own version of virtually any product, including one that appeals to mass identification rather than individuality, if tbey so desire. Think of a product or an industry where customization is not predominant. The telephone? Originally, Bell Telephones goal was to place a simple, all-black pbone in every home. Today there are more than 1,00 0 permutations and combinations available, ith options running the gamut from different colourize and portahility to answering machines and programmability as well as services. Tbere is the further promise of optical fiber and the convergence of computers and communications into a unified industry with even great technological choice. How about a venerable product like the bicycle, which appeared originally as a sketch in Leonardo da Vincis notebooks? According to a recent article in the Washington Post, tbe National Bicycle Industrial Company in Kokubu, Japan builds made-to-order bicycles on an assembly line.The bicycles, fitted to each customers measurements, are delivered within two weeks of the order and the company offers 11,231,862 variations on its models, at prices only 10% higher than ready-made models. Even newspapers tbat report on this technology-led move to customization are themselves increasingly customized. Faced witb stagnant circulation, the urban daily newspap ers have begun to customize their news, advertising, and even editorial and sports pages to appeal to local suburban readers. The Los Angeles Times, for example, has seven zoned editions targeting each of tbe citys touch communities.What is at work here is the predominant matbematical formula of todays marketing variety plus service equals customization. For 72 HARVARD BUSINESS REVIEW January-February all of its handying about as a marketing buzzword, customization is a remarkably direct concept it is the capacity to deal with a customer in a unique way. Technology makes it increasingly possible to do that, but interestingly, marketings version of the laws of physics makes it increasingly difficult. According to quantum physics, things act differently at the micro level Light is the classic example.When subjected to certain kinds of tests, light behaves like a wave, moving in much the way an ocean wave moves. But in other tests, light behaves more like a particle, moving as a sing le ball. So, scientists ask, is it a wave or a particle? And when is it which? Markets and customers operate like light and energy. In fact, like light, the customer is more than one thing at the same time. Sometimes consumers behave as part of a group, fitting neatly into social and psychographic classifications. Other times, the consumer breaks loose and is iconoclastic.Customers make and break patterns the senior citizen market is filled with older people who intensely wish to act youthful, and the upscale market must sputter with wealthy people who hide their money behind the most utilitarian purchases. Markets are subject to laws similar to those of quantum physics. Different markets have different levels of consumer energy, stages in the markets development where a product surges, is absorbed, dissipates, and dies. A fad, after all, is nothing more than a wave that dissipates and then becomes a particle.Take the much-discussed Yuppie market and its association with certain br anded consumer products, like BMWs. After a stage of bigh customer energy and close identification, the wave has broken. Having been saturated and absorbed by the marketplace, the Yuppie association has faded, just as energy does in the physical world. Sensing the change, BMW no longer sells to the Yuppie lifestyle but now focuses on the technological capabilities of its machines. And Yuppies are no longer the wave they once were as a market, they are more like particles as they look for more individualistic and personal expressions of their consumer energy.Of course, since particles can also behave like waves again, it is likely that smart marketers will tap some new energy source, such as values, to recoalesce the young, affluent market into a wave. And technology gives marketers the tools they need, such as database marketing, to discern waves and particles and even to design programs that combine enough particles to form a powerful wave. The lesson for marketers is much the same as that voiced by Buckminster Fuller for scientists Dont fight forces,- use them. Marketers who follow and use technology, rather than oppose it, will discover that it creates and leads directly to new market forms and opportunities. Take audiocassettes, tapes, and compact discs. For years, record and tape companies jealously guarded their property. knowledgeable that home hackers pirated tapes and created their own composite cassettes, the music companies steadfastly resisted the forces of technology until the Personics System realized that technology was making a legitimate market for authorized, high-quality customized composite cassettes and CDs.Rather than treating the customer as a criminal, Personics saw a market. Today consumers can design personalized music tapes from the Personics System, a rewed-up jukebox with a library of HARVARD BUSINESS REVIEW (anuary R-bmary 1991 73 MARKETING IS EVERYTHING over 5,000 songs. For $1. 10 per song, consumers tell tbe macbine wbat to r ecord. In about ten minutes, tbe system makes a customized tape and prints out a laser-quality label of tbe selections, gross(a) witb tbe customers name and a personalized title for tbe tape. Launcbed in 1988, tbe system bas already spread to more tban 250 stores.Smart marketers bave, once again, allowed tecbnology to create the customizing relationship witb tbe customer. We are witnessing tbe obsoleseence of advertisg-1 tbe old model of marketing, it made sense as oveS fTOm wbole formula you sell mass-produced tn lU Q 3 jygg market tbrougb mass media. Marketings job was to use advertising to deliver a message to tbe consumer in a one-way communication Buy tbis Tbat message no longer works, and advertising is sbowing tbe effects. In 1989, newspaper advertising grew only 4%, compared witb 6% in 1988and9% in 1987.According to a take aim by Syracuse Universitys Jobn Pbilip Jones, ad spending in tbe major media bas been stalled at 1. 5% of gross national product since 1984. Ad agenc y staffing, researcb, and profitability bave been affected. Three related factors explain tbe decline of advertising. First, advertising overkill bas started to ricocbet back on advertising itself. Tbe proliferation of products has yielded a proliferation of messages U. S. customers are hit witb up to 3,000 marketing messages a day. In an effort to bombard the customer with yet one more advertisement, marketers are squeezing as many voices as they can into tbe space allotted to tbem.In 1988, for example, 38% of primetime and 47% of weekday daytime goggle box commercials were only 15 seconds in duration in 1984, those figures were 6% and 11 % respeetively. As a result of the shift to 15-second commercials, the number of television commercials bas skyrocketed between 1984 and 1988, prime-time commercials increased by 25%, weekday daytime by 24%. Predictably, bowever, a greater number of voices translates into a smaller impact. Customers simply are unable to remember wbich advertiseme nt pitcbes wbich product, much less wbat qualities or attributes might differentiate one product from anotber.Very simply, its a oddments out tbere. Take tbe enormously clever and comminutedly acclaimed series of advertisements for Eveready batteries, featuring a tireless marching rabbit. Tbe ad was so successful tbat a survey conducted by Video Storyboard Tests Inc. named it one of tbe top commercials in 1990 for Duracell, Evereadys top competitor. In fact, a full 40% of tbose wbo selected tbe ad as an outstanding commercial attributed it to Duracell. Partly as a consequence of tbis confusion, reports indicate that Duracells market share has grown, while Evereadys may have sbrunk sligbtly.Batteries are not the only market in whicb more advertising succeeds in spreading more confusion. The same thing bas happened in markets like athletic footwear and soda pop, where competing companies have signed up so many celebrity sponsors that consumers can no longer keep straight who is pit cbing wbat for whom. In 1989, for example. Coke, Diet Coke, Pepsi, and Diet Pepsi used nearly three dozen movie stars, athletes, musicians, and television personalities to tell consumers to buy more cola. But wben tbe 74 HARVARD BUSINESS REVIEW January-February 1991 moke and mirrors bad cleared, most consumers couldnt remember wbetber foe Montana and Don Jobnson drank Coke or Pepsi or botb. Or wby it really mattered. Tbe second development in advertisings decline is an outgrowth of the first as advertising has proliferated and become more obnoxiously insistent, consumers bave gotten cater up. Tbe more advertising seeks to intrude, tbe more people try to shut it out. Last year, Disney won the applause of commercial-weary customers when the company announced tbat it would not screen its films in tbeaters that showed commercials earlier the feature.A Disney executive was quoted as saying, Movie theaters should he preserved as environments where consumers can escape from the pervasiv e onslaught of advertising. Buttressing its position, tbe company cited survey data gained from moviegoers, 90% of wbom said tbey did not want commercials sbown in movie tbeaters and 95% of wbom said tbey did want to see previews of coming attractions. More recently, after a number of failed attempts, the U. S. sexual relation responded to the growing concerns of parents and educators over the eommercial content of childrens television.A new law limits tbe number of minutes of commercials and directs tbe Federal Communications Commission botb to examine programlength commercials cartoon shows linked to commercial product lines and to make each television stations contribution to cbildrens educational needs a condition for license renewal. Tbis concern over advertising is mirrored in a variety of arenas from public outcry over cigarette marketing plans targeted at blacks and women to calls for more environmentally sensitive packaging and products.The underlying reason bebind bot b of these factors is advertisings dirty unretentive secret it serves no useful purpose. In todays market, advertising simply misses the fundamental point of marketing adaptability, flexibility, and responsiveness. Tbe new marketing requires a feedback loop it is tbis element tbat is wanting from tbe monologue of advertising but that is built into the dialogue of marketing. Tbe feedback loop, connecting company and customer, is central to tbe operating definition of a truly market-driven company a company that adapts in a timely way to the changing needs of tbe customer.Apple is one such company. Its mackintoshintosh computer is regarded as a machine that launched a revolution. At its deport in 1984, industry analysts received it with praise and acclaim. But in retrospect, the first mackintoshintosh had many weaknesses it had limited, nonexpandable memory, virtually no applications software, and a blackand-wbite screen. For all tbose deficiencies, bowever, tbe Mac bad two streng tbs tbat more than compensated it was incredibly easy to use, and it bad a user group tbat was prepared to praise Mac publicly at its launeb and to advise Apple privately on bow to improve it.In other words, it had a feedback loop. It was tbis feedback loop tbat brougbt about change in tbe Mac, wbicb finally became an open, adaptable, and colorful computer. And it was changing the Mac that saved it. Months before launebing tbe Mac, Apple gave a sample of tbe product to 100 influential Americans to use and comment on. It signed up 100 tbird-party software suppliers wbo began to foreknow applications that could take advantage of the Macs simplicity. It HARVARD BUSINESS REVIEW (anuary-February 1991 75MARKETING IS EVERYTHING trained over 4,000 dealer salespeople and gave full-day, hands-on demonstrations of the Mac to industry insiders and analysts. Apple got two benefits from this network educated Mac supporters who could legitimately praise the product to the press and invested cons umers who could tell the company what the Mac needed. The dialogue witb customers cmd media praise were worth more than any notice advertising could buy. Apples approach represents the new marketing model, a shift from monologue to dialogue.It is accomplished through experience-based marketing, where companies create opportunities for customers and potential customers to sample their products and then provide feedback. It is accomplished through beta sites, where a company can install a prelaunch product and study its use and needed refinements. Experienced-based marketing allows a company to work closely with a client to change a product, to adapt the technology recognizing that no product is perfect wben it comes from engineering. This interaction was precisely the approach taken by Xerox in developing its recently announced Docutech System.Seven months before launeh, Xerox established 25 beta sites. From its prelaunch eustomers, Xerox learned what adjustments it should make, wh at service and support it should supply, and what enhancements and related new products it might next introduce. The goal is adaptive marketing, marketing that stresses sensitivity, flexibility, and resiliency. Sensitivity comes from having a variety of modes and channels through which companies can read the environment, from user groups that offer live feedback to train consumer scanners that provide data on customer choice in real time.Flexibility comes from creating an organizational structure and operating style that permits the company to take advantage of new opportunities presented by customer feedback. Resiliency comes from learning from mistakes marketing that listens and responds. The line between products and services is fast Marketing a Product d Service Is Is iVl(irK6tll2g Q. 1 rOuUCt gj-jjj viotors makes more money from lending its eroding, what once appeared to be a rigid polarity become a hybrid the servicization of prod productization of services. When Gen- us tomers money to buy its cars than it makes from manufacturing the cars, is it marketing its products or its services? When IBM announces to all the world that it is now in the systems-integration business the customer can buy any box from any vendor and IBM will supply the systems know-how to make the whole thing work together is it marketing its products or its services? In fact, the computer business today is 75% services it consists overwhelmingly of applications knowledge, systems analysis, systems engineering, systems integration, networking solutions, security, and maintenance.The point applies just as well to less grandiose eompanies and to less expensive consumer products. Take the large corner drugstore that stocks thousands of products, from cosmetics to wristwatches. The products are for sale, but the store is actually marketing a service the convenience of having so much variety collected and arrayed in one location. Or take any of the ordinary products found in the h ome, from boxes of cereal to table lamps to VCRs. All of 76 HARVARD BUSINESS REVIEW January-February 1991 hem come with some form of information designed to perform a service nutritional information to indicate tbe actual food value of the cereal to tbe health-conscious consumer a United Laboratories label on tbe lamp as an assurance of testing an operating manual to belp tbe nontecbnical VCR customer rig up tbe new unit. Tbere is ample room to improve tbe quality of this information to make it more useful, more convenient, or even more entertaining hut in almost every case, the service information is a critical component of the product.On the other side of tbe hybrid, service providers are acknowledging tbe productization of services. Service providers, such as banks, insurance companies, consulting firms, even airlines and radio stations, are creating tangible events, repetitive and foreseeable exercises, standard and customizable packages tbat are product services. A frequent- flier or a frequent-listener club is a product service, as are regular audits performed by consulting firms or new loan packages assembled by banks to respond to cbanging economic conditions.As products and services merge, it is critical for marketers to understand clearly what marketing the new hybrid is not. Tbe serviee component is not satisfied by repairing a product if it breaks. Nor is it satisfied by an 800 number, a warranty, or a customer survey form. Wbat customers want most from a product is often qualitative and intangible it is tbe service tbat is integral to the product. Service is not an event it is the process of creating a customer environment of information, assurance, and comfort. Consider an experienee that by now must have become commonplace for all of us as consumers.You go to an electronics store and buy an expensive piece of audio or video equipment, say, a CD player, a VCR, or a video camera. You take it bome, and a few days later, you accidentally drop it. It breaks. It wont work. Now, as a customer, you have a last to make. When you take it back to the store, do you say it was broken wben you took it out of the box? Or do you tell the truth? The answer, honestly, depends on how you think the store will respond. But just as honestly, most customers appreciate a store that encourages them to tell the truth by making good on all customer problems.Service is, ultimately, an environment that encourages honesty. The company that adopts a well make good on it, no questions asked policy in the face of adversity may win a customer for life. Marketers who ignore the service component of their products focus on competitive differentiation and tools to penetrate markets. Marketers who appreciate the importance of the product-service hybrid focus on building loyal customer relationships. Technology and marketing once may bave Technology looked like opposites.The cold, impersonal sameness of technology and the high-touch, human Technology uniquen ess of marketing seemed perpetually at odds, Computers would only make marketing less personal marketing could never leam to appreciate the look and feel of computers, datahases, and the rest of the high-tech paraphernalia. On the causal agent of cost, a truce was eventually arranged. Very simply, marketers discovered that real savings could be gained hy KARVAKD BUSINESS REVIEW lanuary-February 1991 Markets 77 MARKETING IS EVERYTHING using technology to do what previously had required expensive, intensive, and often risky, people-directed field operations.For example, marketers learned that by matching a database with a marketing plan to simulate a new product launch on a computer, they could accomplish in 90 days and for $50,000 what otherwise would take as long as a year and cost at least several hundred thousand dollars. But having moved beyond the simple automation-for-cost-saving stage, technology and marketing have now not only fused but also begun to feed hack to each other . The result is the transformation of both technology and the product and the reshaping of both the customer and tbe company.Technology permits information to go down in both directions between the customer and the company. It creates the feedback loop that integrates the customer into the company, allows tbe company to own a market, permits customization, creates a dialogue, and turns a product into a service and a service into a product. T he direction in which Genentech has moved in its use of laptop and hand-held computers illustrates the transforming power of technology as it merges with marketing. Originally, the biotechnology company planned to have salespeople use laptops on their sales calls as a way to automate the sales function.Sales reps, working solely out of their homes, would use laptops to get and send electronic mail, file reports on computerized templates, place orders, and receive company press releases and information updates. In addition, the laptops would ena ble sales reps to keep databases that would track customers buying histories and company performance. That was the initial level of expectations very low. In fact, the technology-marketing marriage has dramatically altered the customer-company relationship and the joh of the sales rep. Sales reps have emerged as marketing consultants.Armed with technical information generated and gathered by Genentech, sales reps can provide a valuable educational service to their customers, who are primarily pharmacists and physicians. For example, analysis of the largest study of children with a disease called short stature is available only through Genentech and its representatives. With this analysis, which is hased on clinical studies of 6,000 patients between the ages of one month and 30 years, and with the help of an online growth calculator, doctors can better judge when to use the growth hormone Protropin.Genentecbs system also includes a general educational component. Sales reps can use their laptops to access the latest articles or technical reports from medical conferences to help doctors keep up to date. The laptops also make it possible for doctors to use sales reps as research associates Genentech has a staff of medical specialists who can answer highly technical questions posed through an on-line question-and-answer template.When sales reps enter a question on the template, the e-mail function immediately routes it to the appropriate specialist. For relatively simple questions, online answers come back to the sales rep within a day. In the 1990s, Genentechs laptop system and the hundreds of similar applications that sprang up in tbe 1980s to automate sales, marketing, service, and distribution will seem like a rather obviHARVARD BUSINESS REVIEW January-February 1991 78 ous and primeval way to meld tecbnology and marketing.The marketer will bave available not only existing tecbnologies but also tbeir converging capabilities personal computers, databases, CD -ROMs, grapbic displays, multimedia, color terminals, computer-video tecbnology, networking, a custom processor tbat can be built into anytbing anywhere to create intelligence on a countertop or a dasbboard, seanners that read text, and networks tbat instantaneously create and mete out vast reacbes of information. As design and manufacturing tecbnologies advance into real time processes, marketing will move to eliminate tbe gap between production and consumption.Tbe result will be marketing workstations the marketers counterpart to CAD/CAM systems for engineers and product designers. Tbe marketing workstation will draw on grapbic, video, audio, and numeric information from a network of databases. The marketer will be able to look tbrougb windows on tbe workstation and manipulate data, simulate markets and products, bounce concepts off otbers in distant cities, write production orders for product designs and packaging concepts, and obtain costs, timetables, and distribution scbedul es.Just as computer-comfortable cbildren today tbink notbing of manipulating figures and playing fantastic games on tbe same color screens, marketers will use the workstation to play botb designer and eonsumer. Tbe workstation will allow marketers to integrate data on historic sales and cost figures, competitive trends, and consumer patterns. At tbe same time, marketers will be able to create and test advertisements and promotions, evaluate media options, and essay viewer and readersbip data. And finally, marketers will be able to obtain instant feedbaek on concepts and plans and to move marketing plans rapidly into production.Tbe marriage of technology and marketing should bring witb it a renaissance of marketing RikD a new capability to explore new ideas, to test tbem against tbe reactions of real eustomers in real time, and to advance to experience-based leaps of faith. It should be the vehicle for bringing tbe customer inside the company and for putting marketing in tbe eenter of tbe company. In tbe 1990s, tbe critical dimensions of tbe company including all of tbe attributes tbat togetber define how the company does business are ultimately tbe functions of marketing.That is wby marketing is everyones job, wby marketing is everytbing and everytbing is marketing. Reprint 91108 HARVARD BUSINESS REVIEW liinuary-February 1991 79 Harvard Business Review Notice of Use Restrictions, May 2009 Harvard Business Review and Harvard Business print Newsletter content on EBSCOhost is licensed for the private individual use of authorized EBSCOhost users. It is not intended for use as assigned course veridical in academic institutions nor as corporate learning or training materials in businesses.Academic licensees may not use this content in electronic reserves, electronic course packs, persistent linking from syllabi or by any other means of incorporating the content into course resources. Business licensees may not host this content on learning management systems or use persistent linking or other means to incorporate the content into learning management systems. Harvard Business Publishing will be pleased to grant permission to make this content available through such means. For rates and permission, contact emailprotected org.

Cornwall

Cornw exclusively is the place I love to be, it is filled with lovely places to see, beautiful beaches of easy sand, which you after partful just spend hours walking on or looking out across the ocean, there are quaint little villages, sea ports and harbours. I love going to St. Ives this is my favourite place, it is just a small harbour town but packed with interesting things to do.You can have boat rides metre the coastline, fishing, seeing the sea life, there is a museum where you can see how people made a living and the tragedies they went finished and there is also a arrangement of the locals talking about how they have seen the changes in their lifetime. at that place is also a life boat station there which has its own stories to tell. Driving through St. Ives can be a bit scary as the roads are very narrow, there is just enough room for one car to direct through, so most of the road near the harbour are one way.You also have art galleries, food shops, pubs and restaura nts, hotels and holiday homes. As you walk through the back streets you find that the locals occupy the houses and it is less noisy. I like to sit on the harbour front and watch the boats coming and going and local fishermen merchandising their catch, also watching the sea rippling in and out, at night it is lit up lovely and is packed full of locals and holiday makers all enjoying themselves. There are other places to visit like the Eden Project at St.Austell which has the worlds largest greenhouse, two massive conservatories one of which is a rain forest and the is for fruits and flowers from different countries. The causal agent are landscaped and produce tea, lavender, sun flowers and I think a desert conservatory is going to be built there too. The national self-confidence owns and protects over 220 miles of the Cornish coastline, there are loads of coastal walks from just a gentle pace to hard hiking, oh thats not for me though.I have visited the lost gardens of Heligan and was alone blown away by what I saw, it was truly wonderful and to think it could have been lost for every would have been very sad, but to explore the strong of it would take at least two or three days. I was only there for one day and really I didnt see it all I was taken back with the plants and ponds and to think this was all made possible by the Tremayne family and now their descendants have found it and stated about restoring it with do from other sources, this is wellhead outlay a visit.Other places to visit is Porthleven another harbour town, the Minack theatre which was the inspiration of just one lady Rowena Gade, Charlestown Heritage, Shipwrecks and China Clay, well worth a look you also have Bodmin Moor which is one of the last unspoilt areas in the south west and I have also seen both(prenominal) beautiful churchs driving through some of the Cornish towns.Across the coast you will find surfers trying to catch the perfect wave, they make it look so easy. You can als o so some crabbing in the crab pools in Perrinporth. Newquay is a buslin town with loads of shops, arcades, pubs, beaches and night life. And now what I dont like about Cornwall, well thats easy to answer,its leaving

Industrial Relations Essay

industrial relations has three faces science building, problem solving, and ethical. 9 In the science building phase, industrial relations is part of the brotherly sciences, and it seeks to understand the employment race and its institutions through high-quality, rigorous research. In this vein, industrial relations scholarship intersects with scholarship in labor sparings, industrial sociology, labor and amicable history, human resource management, political science, constabulary, and other aras.Industrial relations scholarship assumes that labor markets argon not perfectly competitive and thus, in contrast to mainstream economic theory, employers typically have greater bargaining power than employees. Industrial relations scholarship also assumes that in that location are at least some constitutive(a) conflicts of interest between employers and employees (for example, higher wages versus higher profits) and thus, in contrast to scholarship in human resource management and organizational behavior, conflict is seen as a natural part of the employment relationship.Industrial relations scholars therefore oft study the diverse institutional arrangements that characterize and shape the employment relationshipfrom norms and power structures on the shop floor, to employee voice mechanisms in the workplace, to collective bargaining arrangements at company, regional, or national level, to various levels of public policy and labor law regimes, to varieties of capitalism (such as corporatism, social democracy, and neoliberalism).When labor markets are seen as imperfect, and when the employment relationship includes conflicts of interest, then one cannot rely on markets or managers to always reply workers interests, and in extreme cases to prevent worker exploitation. Industrial relations scholars and practitioners therefore shop institutional interventions to improve the workings of the employment relationship and to protect workers rights. The constitution of these institutional interventions, however, differ between two camps within industrial relations. 10 The pluralist camp sees the employment relationship as a mixture of shared interests and conflicts of interests that are for the most part limited to the employment relationship.In the workplace, pluralists therefore champion grievance procedures, employee voice mechanisms such as works councils and labor unions, collective bargaining, and labor-management partnerships. In the policy arena, pluralists pleader for minimum wage laws, occupational health and safety standards, international labor standards, and other employment and labor laws and public policies. 11 These institutional interventions are all seen as methods for balancing the employment relationship to generate not only economic efficiency, but also employee equity and voice. 12 In contrast, the Marxist-inspired critical camp sees employer-employee conflicts of interest as sharply antagonistic and deeply embedded in the socio-political-economic system. From this perspective, the pursuit of a balanced employment relationship gives too much weight to employers interests, and instead planted structural reforms are needed to change the sharply antagonistic employment relationship that is native within capitalism.Militant trade unions are thus frequently supported. History Industrial relations has its roots in the industrial revolution which created the modern employment relationship by spawning free labor markets and large-scale industrial organizations with thousands of wage workers. 9 As society wrest take with these massive economic and social changes, labor problems arose. Low wages, long working hours, monotonous and dangerous work, and abusive supervisory practices led to high employee turnover, violent strikes, and the threat of social instability.Intellectually, industrial relations was formed at the end of the 19th century as a middle object between clear upical economics and Marxism, with Sidney Webb and Beatrice Webbs Industrial Democracy (1897) be the key intellectual work. Industrial relations thus rejected the classical econ. Institutionally, industrial relations was founded by John R. Commons when he created the first academic industrial relations program at the University of Wisconsin in 1920. Early financial support for the field came from John D. Rockefeller, Jr. ho supported progressive labor-management relations in the aftermath of the bloody strike at a Rockefeller-owned coal exploit in Colorado. In Britain, another progressive industrialist, Montague Burton, endowed chairs in industrial relations at Leeds, Cardiff and Cambridge in 1930, and the discipline was formalized in the 1950s with the composition of the Oxford School by Allan Flanders and Hugh Clegg. 13 Industrial relations was formed with a strong problem-solving orientation that rejected both the classical economists laissez faire solutions to labor problems and the Marxist solution of cl ass revolution.It is this approach that underlies the New Deal legislation in the United States, such as the National Labor Relations Act and the Fair Labor Standards Act. Industrial relations scholars have described three major theoretical perspectives or frameworks, that contrast in their understanding and analysis of workplace relations. The three views are generally known as unitarism, pluralist and radical. Each offers a particular perception of workplace relations and will therefore interpret such events as workplace conflict, the procedure of unions and job regulation differently.The radical perspective is sometimes referred to as the conflict model, although this is somewhat ambiguous, as pluralism also tends to see conflict as inherent in workplaces. Radical theories are strongly identified with Marxist theories, although they are not limited to these. Pluralist perspective In pluralism, the organization is perceived as being made up of powerful and divergent sub-groups, each with its own legitimate loyalties and with their own set of objectives and leaders.In particular, the two predominant sub-groups in the pluralist perspective are the management and trade unions. Consequently, the role of management would lean less towards enforcing and controlling and more toward persuasion and co-ordination. Trade unions are deemed as legitimate representatives of employees, conflict is dealt by collective bargaining and is viewed not necessarily as a bad thing and, if managed, could in fact be channeled towards evolution and positive change. Unitarist perspectiveIn unitarism, the organization is perceived as an integrated and harmonious whole with the ideal of one happy family, where management and other members of the staff all share a common purpose, emphasizing mutual cooperation. Furthermore, unitarism has a paternalistic approach where it demands loyalty of all employees, being predominantly managerial in its emphasis and application. Consequently, trade unions are deemed as unnecessary since the loyalty between employees and organizations are considered mutually exclusive, where there cant be two sides of industry.Conflict is perceived as tumultuous and the pathological result of agitators, interpersonal friction and communication breakdown. Marxist/Radical perspective This view of industrial relations looks at the nature of the capitalist society, where there is a fundamental division of interest between capital and labour, and sees workplace relations against this background. This perspective sees inequalities of power and economic wealth as having their roots in the nature of the capitalist economic system.Conflict is therefore seen as inevitable and trade unions are a natural response of workers to their exploitation by capital. Whilst there may be periods of acquiescence, the Marxist view would be that institutions of joint regulation would enhance rather than limit managements position as they usurp the continuation of cap italism rather than challenge it Industrial relations today By many accounts, industrial relations today is in crisis. 141516 In academia, its handed-down positions are threatened on one side by the dominance of mainstream economics and organizational behavior, and on the other by postmodernism. In policy-making circles, the industrial relations emphasis on institutional intervention is trumped by a neoliberal emphasis on the laissez faire promotion of free markets. In practice, labor unions are declining and fewer companies have industrial relations functions.The number of academic programs in industrial relations is therefore shrinking, and scholars are leaving the field for other areas, curiously human resource management and organizational behavior. The importance of work, however, is stronger than ever, and the lessons of industrial relations remain vital. The challenge for industrial relations is to re-establish these connections with the broader academic, policy, and busine ss worlds.

Information Technology Essay

A number of professions in our society are required to abide by a certain set of rules that regulate their actions due to the nature of work they are engaged in. Examples are those of lawyers, doctors, accountants, who follow codes of ethics that define acceptable and punishable mien to patients and clients. Now, as we are moving towards the information age, much and more organizations are evolving to system automation as they abandon old manual methods of data retentivity and maintenance.The field of Information Technology has really changed the way people work. As companys valuable information and data are stored, IT protective cover professionals, plainly like doctors and lawyers are tasked with important functions, they hold responsibilities that are concerned with the protection of data and systems from unauthorized external and internal access, prevention of disruption especially from software and hardware attacks, modification and destruction of networks. By handling the se delicate information they posses a great deal of power that may be abused.The First cut back that highlights the need for a code of ethics for IT professionals is that of privacy, one of the hottest topics in information security. These professionals are able to access crucial information which may be close customers, industries, government agencies, corporations, people and networks, that if used wrongly will result to serious legal implications. An example of which is an IT security personnel, in charge of regulating website access of employees of a company.During the course of blocking by sites and programming firewalls, they can install key loggers that enables them to view whatever a person types on a keyboard, these may allow credit card numbers, personal information, notes and emails. Release of such(prenominal) vital information can provide the necessary tools for identity theft, fraud, misrepresentation, blackmail and commission of many more crimes. another(prenomina l) issue linked to privacy of information, is confidentiality.Company information such as new products, financial reports, projected plans and researches can be sold off to competitors, this can lead to serious business damage such as bankruptcy of a business. Third, is the monetary benefit that may be derived from the manipulation of a system. Aside from actual theft of information, IT security professionals can alter programmed security measures and charge additional fees for something that they themselves maneuvered.They can make a system appear to be vulnerable to threats created by them. (Whitman and Mottard, 2007, p. 0-99) Moving forward, a number of companies are able to recognize the need to abide by ethical practices. An example of an ethical security practice is that of Cisco Systems Inc. , a multinational IT corporation that designs and sells network communication technology and services. They once encountered a vulnerability that the company felt would affect the wellnes s of the Internet, so the company contacted backbone providers first to ensure their systems were patched to protect them from the threat. (Davidson, 2008, Leading By Example).The company has since then receive various awards for Ethical practices. Another example is the development of a software that would at least prevent and regulate unethical security attacks, such as identity theft. This was the creation of unspoilt Electronic Transfers (SET) which was as developed by SETco, led by VISA and MasterCard (and involving other companies such as GTE, IBM, Microsoft, Netscape, RSA and VeriSign). A set of security protocols that ensures the safety of information from the buyer to the internet, that also accedes into consideration safety of consumers.In conclusion, an organization entrusts valuable assets of network and data security to Information Security Professionals. However, unlike older professions such as medicine and law, most ethical issues regarding this occupation have not been codified to a specific law, and there is still no mandatory knowledge such as (Bar association, American Board for Medicine) that has established a detailed code of ethics that is uniform across all IT professionals. So organizations must take it upon themselves to instill a code of ethics to ensure that these personnel understand the moral and legal implications of their actions.

Key Differences Between Nature And Nurture Theories Psychology Essay

Nature/ sufferI will be looking at the effects of Eminems life and relating it to genius or nurture. This debate has been around a long time. Gesell developed the maturation theory which is based on the nature side of the debate he believed that victimisation was a result of maturation for example learning to walk and puberty.NatureNature refers to the characteristics we have due to our genetics and what biological traits we inherit. Physical similarities are commonly inherited from your parents such as eye color and pigment of skin. This is due to nature. Certain illnesses can also be linked to nature such as breast cancer, this can be linked to family members. This will decrease the life expectancy of the person. It can also be said that we inherit our intellect for example, how searching and smart we are. It is said that if our parents are intelligent individuals we may too have the potential to be intelligent as this has been passed down in our genes. It is also the same as having a low IQ. We can also inherit disposition traits due to nature, this can be either a calm and shy personality or an angry and unfounded one. It is thought that a child who has anger management issues or issues with violence may not always be acting as a result of growing up in that environment, this could be inherited through their genes passed down from one or both parents.NurtureNurture refers to the environment that a person has grown up in. this is strongly linked to seeing your parents or other family members acting a certain way and write it. It is said that children behave in a particular way as they have witnessed this going on around them. An example of this would be if they had grown up in violence they may learn this type of air and act upon it. They may not have grown up in a violent home but they may surround themselves with friends or a particular environment where violence is accepted and modeled.Maturation theoryThe maturation theory was first-year int roduced by American Professor Dr. Arnold Gesell, the maturation theory refers to the physical and the mental growth of individuals, this growth is determined by Biology, genes, and the environment. Gesell declared that all children go through the same stages of development in the same sequence but each child will move through these stages at their own rate. Gesell believed that a childs growth and development are influenced by both the environment that surrounds them and the person genes. He largely focused on the childs physiological development. He called this process maturation which was mainly made up of and controlled by genes. According to Gesell, the rate that children develop is down to the growth of the childs vile system. As the nervous system grows, their minds develop and their behavior will change.Biological programmingBiological programming is your genetics. Genes provide the instructions for structuring amino acids. Our body shape, size, behavior all depend on the i nteraction

Greener Forms of Generating Electricity

A forcefulness station is a facility which is mathematical functiond to generate electric position. iAt the center of nearly all baronfulness place is a generator, a rotating machine that converts mechanical energy into electrical energy by creating relative motion between a magnetic field and a conductor. In Bosnia there is a lot of hydro supply plants, the biggest ones are Grabovica, Jablanica, Salkovac, Visegrad etc. There are three different types of mightiness plants, thermal power plants, hydro power plants and solar power plants.In order to make our lives and the lives of our offspring better, we need to investigate and design new discolourer ways of converting mass amounts of energy into electricity. Solar power plants use an endless power, which is the sun. Beams from the sun hit mirrors which convert the suns energy into electricity. Approximately, every 7. 2 hours, 3. 6kWh electricity is produced. Solar power is clean and green and it can translate enough energy . However, the overmatchside to this type of power is that it isnt cheap. Building a single mirror of 3. 8 meters by 1. 6 can cost up to $60. 00.These mirrors are adduce of the art which capture the suns light, and turn it into energy. Thermal power plants are bad for the environment because they contribute to global warming by keen fossil fuels. These power plants are still in use today, because they provide a lot of energy and coal is cheap, so it can be burned in knock oversome quantities. Most houses today are supplied either by thermal or hydro. Thermal is very bad for the environment and since the industrial revolution kicked in global temperatures have been rising. Another type of power is wind power.Wind turbines are rotary devices that get provide energy using the air. This type of technology is not to be sniffed at as wind power can sometimes provide more energy than burning coal. There is a bulgeside to this as well. Staying green and using wind powered turbines ca n cost a lot of money. Staying green and investing in these ideas will matter in the future. By burning excess fossil fuels we are creating green house gasses which are heating up the planet, thus destroying a lot of environments. (2)In Bosnia, the biggest hydro power plant produces some 170. 00 cubic meters of water that reach speeds of 60 km per hour. This is enough water to fill up near 100. 000 Olympic swimming pools every day. Hydroelectric send have been up and running for ab egress 100 years, and since been scientists have been searching for a way to harvest the energy better. The main idea behind these power stations is to convert the energy of feeding water into the flow of electrons or electricity. Most hydroelectric stations use either water diverted around the natural drop of the river such as a waterfall or rapids.In addition to this a damn is also built across the river to attire the river to create the drop needed to provide a force. Water in the higher level is collected in the reservoir, which flows into the pipe called the pen star which carries it down to a turbine water wheel at the lower water level. The water pressure increases as it flows down the pen star, it is this pressure and flow that drives the turbine which is connected to the generator. wrong the generator is the rotor which is spun by the turbine.Electro magnets are attached to the rotor located within coils of copper wires called a starter. AS the generator rotors spin the magnets, a flow of electrons is created in the coils of the starter. This produces electricity that can be stepped up in voltage done the stations transformers and sent to this transmission lines. The following water the proceeds down the river. Most of our energy comes from the spinning of the rotor of the AC generator in power stations like Nuclear power stations, thermal and hydro power stations.An AC generator is a device which converts mechanical energy into electricity. The working of an AC gene rator is based on electromagnetic induction which states that whenever the flux passing through a circuit changes, an EMF is induced in it and a current begins to flow. The direction of this is given by Lenzs law or Flemings right hand rule. Lenzs law which is more commonly used states that the direction of the induced current is such as to oppose the very cause producing it. (1)In our homes we use open electrical circuits which is very important as with them we do not use direct current. If we were to use direct current many more fires caused by electricity would happen and appliances would not function well and they would simple burn out. We need electric circuits for everything, they are what keeps our appliances running safely. Today using thermal power plants is a big problem as it affects many factors. Countries in the EU have to follow certain conduct when it comes to power plants.For instance Nuclear power plants have to have the right materials, funding etc, thermal power p lants have to have filters, cant produced to many greenhouse gasses etc. the waste that comes out of these plants are often dumped into the rivers or oceans, this kills a lot of marine wildlife which local farmers depend on. These power plants also affect our environment they can both suffice and destroy our environment. The waste produced in power plants is often thrown out in the forest, or lakes and seas. On the other hand solar and wind power can help with the environment by providing a clean way to get energy.

Operations Management: Customer Satisfaction at Denver Facility Essay

The rise in customer service complaints at Canbide batchs Denver facility could be attributed to the lack of customer service which is definitely an essential prerequisite for any business looking to make profit. wherefore it will be important for the Denver facility to design ways to retain the existing customers through customer comfort as this is easier than getting new(a) customers (Les, 2007). Some of the reasons leading to customer dissatisfaction include delays experienced in between the gates.It is clear that the customers do not appreciate their time being wasted at this spots thus the Denver facility needs to reduce the time that customers spend waiting between the gates by coming with better methods of choose up deliveries. Excess trucks on Tuesdays and Wednesdays are also causing heavy balking during these days. Thus Denver should distribute the arrival of these trucks evenly through the workweek to reduce the balking on particular days. (Hill, Brierly & MacDougall, 2003, pp5-10) Delays when leg iting up products is also another cause of the customers dissatisfaction.The delay could be attributed to inefficient scheduling of the facilitys operations. To curb this, Denver should design an appropriate schedule for the customers to pick up their deliveries so as to avoid the delays caused by overwhelming numbers of customers who want to pick up their deliveries on the same days. (Simester, 2006) These measures should be handled by Denver facilitys operations fibre manager who is not high up in the management ladder but impacts a lot on customer satisfaction.This is because customer satisfaction can only be raised through quality products and services and this is the responsibility of the operations quality manager. (Bhave, 2008). According to the ACSI customer satisfaction scores, the industry has only shown a negative change in customer satisfaction yet other industries like internet portals and wireless telephone service have realized a posit ive change. In 2008 it had rating of 80 ligature with internet portals while the electronics industry led at a rating of 82. (ACSI, 2006)

The defining feature of Modern culture

Modern culture is a direct derivative of and at the same beat antithesis of co-existence with character. The defining feature of Modern culture (adopting the Herders definition as the practices and beliefs which radiation pattern the self-identity of a tribe and not the Humboldts version of distinguishing common and high cultures)(Scruton 2) is its increasing distance from the genius and its attempts to envision and divulge the secrets or facets of nature, hither to left unappreciated or not understood.In the history of man culture (ironic in ally, Civilization means the history of metropolis dwelling population) the pace at which technology improved has self-aggrandising exp mavinntially since the late 19th century. This growth in technology has spurred the redefining of central determine attached to tender-hearted life. The beneficiaries of the technological advances, the huge sections of societies, seldom b early(a) themselves with the philosophical depths of questions t hat the increasing use of technology and the alienation form nature poses to their central core.However, the tension that resonates amidst nature and technology is a legacy of inherited historical human values pitted against the negation of the basis of these values in technology. Technology seeks to explore and lay advertize while a co-existence with nature demands a certain meat of surrender. Since these two approaches retain to be have in the new life, there is ambivalence in the approach people argon forced to acknowledge to their existence.As George Simmel mentions in his work The Metropolis and Mental Life, the deepest problems of modern life are because of the attempts of man to insist his individuality in the face of changing historic and technological perspectives. (Simmel 11) One basic shift in the modern life to the other forms of society which had a greater correlation with nature is the change in approach to Life in gen agel. Modern life, with it increasing us e of technology aims to quantify everything while co-existence with nature left a lot of qualitative and subjective parameters in place.The resultant void is generally seen as the force that generates the tension between nature and technology. (The dismantling of the religious structure by socialist countries without placing an jumpstart belief system in place, which saw a huge spurt in religious action at law once the socialist structures themselves, crumbled, is an example of a void based on qualitative beliefs and necessity of such beliefs).Modern culture instills a sense of measurement to everything involved in daily life, while co-existence with nature demands gap of reason to a certain extent. There is an Indian Proverb which roughly translates to Plucking the petals of the Rose will not reveal where its beauty lies. Same is the case with the stimuli caused by nature where suspension of reason is a simple requisite to respond to them. A magnificient sunset is a visual pl easure accorded by nature which cannot be deciphered by any technological quantification measures.Whilst humans involuntarily moulds his Life according to the notions he has self-collected from his arbitrary views of personality, and embalms their intuitive expression in Religion these notions become for him in Science the subject of conscious, designed review and scrutiny. (Richard Wagner, 73). In trying to explain the basic differences between Nature and technology Wagner also indicates close accurately at the reasons for conflict. When viewed in the light of Simmels description of mans emotional responses as he says Man is a creature whose existence is dependent on differences, i.e. his mind is stimulated by the difference between present impressions and those that have preceded. (Simmel 325). But the rapidity with which a person part of the modern culture is accosted by such stimuli is what differentiates his responses. The increasing proximity to his species and in a way that would not have been possible to any of his preceding generations creates a sense of detachment from most stimuli and prevents him from reacting with the same intensity compared to however a few generations earlier. In short, modern culture forces man to react with his head than his heart.This, Simmel argues creates a secular attitude a defining characteristic of modern culture. incapacity to react to new stimulations with the required amount of energy constitutes in fact that blase attitude which every child of a large city evinces hen compared with the products of the more peaceful and more stable milieu Simmel 14 Advancement in technology creates increased urbanization where people are removed from nature and so closely compressed with one another that their nervous stimulation is hyper excited to become blase.This leads to a state of denial to all other impulses accorded by nature, which are inherently non-quantifiable. Wagner articulates this alienation of Science and nature in more vocal and little scientific terms. Technology, as mentioned earlier is a result of efforts to understand and harness the energies available in nature, acquires arrogance through its practitioners that it tries to rob the soul of all human interactions with nature. And truly Science, in her overweening arrogance, has dreamed of such a triumph as witness our tight-reined State and modern Art, the sexless, barren children of this dream. This tension between nature and its instincts as expressed in human emotions and the increasing needs of rational responses conditioned by a technology-driven society are reflected in the probing questions of the late nineteenth and the early twentieth century literary productions and art forms. Kafkaesque depictions of society not recognizing its traditional pains and bonds due to the demands of the modern culture are common in most art forms. To drive the point home, in his novella Metamorphosis Kafka paints a picture of the emptines s of modern existence.Seen by many as the gateway to modern literature, it justifies Simmels views that the values of modern culture create certain bluntness to responses to stimuli. While it is important to acknowledge the tension between technology (or the changes in life due to technology) and nature as an essential part of the modern ethnic set up, it is a learning to understand how this disparity or tension is dealt with. The creation of the modern speech pattern is largely an effect of the interplay between nature and technology. Additionally, the increased integration of technology has made people more used to viewing their renewed values in a different light.In fact most living sensibilities are modern in nature and the exotic feel accorded to romantic art of the previous generations is incisively the result of the contrast. Besides, modern art does adopt the modern life and especially urban living fount of modern life more readily than was anticipated by the early propo nents of modernism. As Wagner argues, Art as an expression of mans interaction with nature and the resultant emotions awe or aversion, hope or despair, love or revulsion, harmony or agitation- has in fact been aided by the modern culture. In his typically poetic prose Wagner describes, This did the life-force, the life-need, of telluric Nature nurture once those baleful forces or rather the capableness of those alliances and, offspring of the elements which blocked her way in giving true and fitting utterance to the fullness of her spanking energy(Wagner 9) He also seems to say that the potential for abundance brought on by the revolutionary approachability of technology affords the luxury of act art for arts sake for people pf the modern era all the while remembering that art is the truest form of depicting or connecting with Nature, both internal and external.Besides, a fuller and more complete appreciation of Nature as a separate entity and an ally has blossomed later th e initial years of tension with Technology. Though initial years of modern culture and civilization were imposing in the fact that the alienation with nature was at once complete and seemingly irreparable, yet the emplacement has changed. As with everything and as Darwin would have proudly pointed out, mankind has adapted quite well to this dichotomy of Nature and Technology and has realized the necessity to keep both these aspects of his existence in good humor all the time.Though it can be argued that most ailments of modern society, like the environmental degradation, lack of trust in human interactions, increasing and pointless violence, or the break down of civilized society in some pockets are essentially the manifestations of the tension between a nature-embracing living and Technology dependent living, it is the way forward. As Man has learnt continuously from all his endeavors both successful and perilously unsuccessful, modern culture has given a extraordinary perspect ive to watch Nature in all its glory and make it an ally in pursuing higher spiritual goals.Works Cited Wagner, Richard. The Art Work of the Future. Montana Kessinger Publishing, 2004. Kafka, Franz. The Metamorphosis. Montana Kessinger Publishing, 2004 Simmel, Georg & Kurt Wolff. The sociology of Georg Simmel. Translated by kurt Wolff Washington DC justify Press, 1950 Scruton, Roger. Modern Culture. NewYork Continuum International Publishing Group, 2007