Kfc Kentucky Fried Chicken In Nigeria

Kfc Kentucky Fried Chicken In Nigeria KFC Corporation, or KFCÂ ®, also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. The peculiar history of KFCÂ ® Kentucky Fried Chicken started between 1952 and 1964 when Colonel Harland Sanders (born on September 9, 1890), a politically appointed Kentucky colonel convinced the owners of 600 restaurants in multiple states to pay him a nickel for every chicken they prepared using his secret recipe seasoning. The seasoning is a blend of 11 herbs and spices and sold with his name on it (kfc 2010). In 1964 The colonel as he was popularly called sold the franchise system to John Y. Brown and his business partner Jack Massey for only $2 million. In 1966 Brown and Massey took their company public and increased efforts towards system development with the help of franchisees and Sanders himself who was a marketing icon by all rights, owing to his entrepreneurial success story and image. The company was listed on the New York Stock Exchange on January 16, 1969. Since KFC Corporation went public and registered tremendous growth over the years, it has been acquired by a couple of other multinational corporations. The latest acquisition of KFCÂ ® was by PepsiCo, Inc. in October of 1986, from RJR Nabisco, Inc. for $840 million (Liddle 2010). In January 1997, PepsiCo, Inc. made KFCÂ ® and a couple of its other small quick service restaurants into an Independent entity known as Tricon Global Restaurants, Inc. And subsequently changed the corporations name to Yum! Brands, Inc. in May of 2002. Yum! Brands, Inc. also owns AW All-American food Restaurant, KFCÂ ® , Pizza Hut, Long John and Taco Bell restaurants making it the worlds principal restaurant corporation in terms of system units and spread, having over 32,500 units spread across over 100 countries. While its primary focus is fried chicken, KFCÂ ® also offers a line of roasted chicken products, side dishes and desserts (kfc 2010) This report will be looking at KFCÂ ® in Nigeria; with the aim of investigating and analyzing their main marketing activities and operations in general. KFCÂ ® looking to develop and extend the volume of their market started operation in Nigeria by opening the first Nigerian KFCÂ ® restaurant in December 2010. According to Keith Warren, Yum!s general manager for Africa, We always knew a 150 million people eating chicken on the bone as their primary protein, had to be a good thing for KFCÂ ®, but we didnt quite know how good a thing it was going to be. They have six stores in Nigeria now and they plan on building 20 more stores in 2011. They also forecast that by 2020 KFCÂ ® will have 300 restaurants doing business in Nigeria (kfc 2010). This report is particularly interesting because KFCÂ ® in Nigeria is a new venture for Yum! Brands, Inc. This means that KFCÂ ® is a well known global brand in a new market environment, therefore, the implementation of its market orientation is still taking shape. In other words, the way that KFCÂ ® has decided to do business in Nigeria is still taking shape. Their market orientation, marketing mix and strategies etc will depend on their perception of the new Nigerian market, so we will be looking at KFCs Marketing strategy. In general terms, especially multinational firms use a different strategy in Nigeria than they do in other markets. We are hoping that KFCÂ ® will follow the same trend. 2. KFCS ORIENTATION A business can be Product Orientated, Marketing Orientated or Sales Orientated; but businesses can develop new products based on either a marketing orientated approach or a product orientated approach (Tutor2u 2010). Organizations orientation refers to its familiarization with and approach to the market. A firm can develop new products either based on what it thinks is the best for the market in order to maximize sales or what the customers think. Sales orientated approach fits the profile of market orientation because it uses such skills as selling, pricing, promotion and distribution except it pays little attention to customer needs, priority being sales maximization (Jobber 2007). Market-orientated approach is popular among most successful businesses as opposed to product orientated approach where firms develop products based on their competencies and capabilities rather than the customers needs (Tutor2u 2010). However, (Tutor2u 2010) cited that some products are argued to create a need or want in the customer/consumer, especially products that have high technology content. E.g. Mobile phones have moved from being a business accessory to being a big consumer brand item, with many additional gadgets, such as pictures, video and Internet access. Innovations create the need rather than the customer being able to second-guess how new technology is going to develop. Most technology driven products that requires high level innovation fall within this range because the products create customer needs and market segmentation takes care of the rest. KFC as an organization is Marketing Orientated because it tends to tailor its products and services to the needs of customers in a particular market. 2.1 KFCS MARKETING ORIENTATION: According to Kaur and Gupta (2010:88) Market orientation is a business culture that ensures a set of behaviours needed for generating, disseminating and responding to both internal and external market information for creating superior customer value through superior organizational skills and competencies which ensures long term profitability by continuously identifying and managing limitation in the system that prevents market-orienting culture in an organization. This is a wholesome definition of what market orientation is all about, in that it takes into consideration the business environment, competences, constraints, activities, strategies, implementation and results/targets of marketing orientation, A market orientation needs to be balanced with creativity and a deep understanding of the firms unique capabilities, competencies and objectives (Houston 1986; Sharp 1991; Hamel and Prahalad 1994). Alternatively, the definition of market orientation acknowledges the understanding and acting upon the dynamics of the markets in which they operate and concentrating on critical relationships (Povey 2000). The market dynamics he is referring to may range from the needs of the customers, to what influences their buying decision. There are positive relationships between market orientation and business performance (Pelman and Wilson 1996; Ruekert (1992). As is the case with KFC, their technique of market specialization (i.e. simply put, giving the customers what they really need and importantly not giving them what they dont need) has made them effective in Nigeria. Market orientation is a popular approach especially for a product/service organization like KFC. The need to gain customer preference over major competitors makes them react to the needs and wants of the customer, in order words, they are customer/consumer focused. KFC in Nigeria takes feedback from customers seriously, and they use feedback from customers/consumers to alter or change their standard products according to the customer specifications. The major characteristics of KFC as a Marketing Orientated business is outlined in Table 1 below according to the compilation of Jobber (2007) Table 1. Business Function Activities Identifying Customer/Consumer needs and wants. Marketing Research Developing Products to meet customer/consumer Research and Development/Production needs and wants Deciding on the value of the product to customers Pricing (Sales and marketing department) Making the products available to customers at the Distribution right time and place Informing customers.consumers of he existence of Promotion the product and persuading them to buy it 2.1.1 CUSTOMER NEEDS: In KFC Nigeria, customer needs are primary. The business decisions that KFC make in Nigeria are mainly based on the needs or otherwise complaints or feedback from the end consumer. The advantage of this approach to KFC is that it gives them an edge (competitive advantage) over their competition in terms of meeting and exceeding customers needs. Because a satisfied customer is a happy customer, a happy customer is a loyal customer and a loyal customer is an additional word of mouth promotion for the company; thereby maintaining and increasing KFCs market share. This approach is also growing in popularity mainly because the average consumer has now become knowledgeable and can have very easy access to information, therefore, rather than just working on making their products and services more appealing to the target consumers, KFC is now paying more attention to the customers wants and needs. This approach enables KFC to not only attract customers, but also to satisfy and more important ly retain them. Groucutt (2005 6-10 and 60) cited that an organization can achieve this by first identifying and selecting their target customers and learn their needs and desires by building relationships that will enable them key in to the customers real needs and develop products or services that can be sold at a profit in conformity with customers desire. He further stated that there must be some form of dialogue between the firm and the customers, where customers state their personal needs and wants, and this may be direct or indirect. Through marketing research a customer may communicate directly with the firm, where the firm seeks feedback on particular market issues. He goes on to say that on the other hand, customers may communicate indirectly with the firm by switching brands, and this is to inform the firm that there is a problem with the product (could be price or quality or both) Groucutt (2005) Groucutt (2005 335) The real needs of customers depends on a hierarchy of motives/motivators ranging from Psychological, Safety, Love and belongingness and self-esteem to self-actualization. KFC uses this approach as well, however, with business profitability as the needed end result. This means that they keep the needs of the customers in focus, while they aim at maximize their profit in general. A good implementation of this approach by KFCÂ ® in Nigeria is evident in the way they tailored their menu for different parts of Nigeria. For instance, their menu in the Northern parts of Nigeria does not contain pork because customers in those parts are predominantly moslems who prohibit the eating of pork, and because the case of belongingness is a huge determinant on what people eat. In the southern parts of Nigeria where you have a high density of educated families who tend to be more safety and health conscious when it comes to what they eat, KFC drafted their menu according to diet specifications, making it appear heathy and diet packed. 2.1.2 MARKETING RESEARCH: Groucutt (2005) defines Marketing research as the process of designing, collecting, analyzing and reporting of information that may be used to solve a specific problem in a firms marketing. The marketing problem he refers to can range from the market for a new product, new market for product (as is the case of KFCÂ ® in Nigeria), to lack of patronage for an existing product. Groucutt (2005) cited that Organizations need to narrow down their targeted segment i.e. who they want to appeal to, before undertaking a proper marketing research. It is only when you know who to appeal to that you devise means to appeal to them. He further said that after understanding their targeted segment, firms must have a clear objective as to what the firm aims to achieve both marketing wise and corporate wise. This is because for KFC to have a competitive advantage, they must be able to successfully tailor customer satisfaction with their objectives and end target. KFC Nigeria use feedback from custome rs as a major marketing research tool. According to Groucutt (2005) When efficiently and effectively used, marketing research can benefit the organization in the short-run and long-run. It can give the organization a complete understanding of the market, which includes understanding their current customers, current competitors, potential customers and the impact of macro environmental forces. Organizations can be proactive or reactive to changing conditions only through understanding these diverse groups, according to Groucutt (2005). Market research is important for KFCÂ ® to understand the behavior of a typical Nigerian customer, by analyzing both current and potential purchasing habits, tastes and influences. Marketing research is both a communication tool and a means of communication for KFC, because they use it to get needed information about current market conditions; on the other hand, customers give them feedback on their products and services. Forsyth (2007) cites market research as the planned problem analysis, model building and fact finding to enable better decision making and control in the marketing of goods and services. This implies that marketing research in addition to being an information tool, also enables the organization to guild their internal activities effectively for better results in the market place. According Forsyth (2007) market research contributes to the management of the marketing mix as well as used to help decide on: the marketing strategy needed to better exploit new opportunities; which market discontinuity to tackle; and the key interest areas for future marketing strategy. In application to KFCs activities in Nigeria, the information they get from market research helps them to better adapt to the Nigerian business environment. For instance, the no camera policy in KFC stores is a way they decided to curtail the excesses of some tough local competitors, because there is no limit to the extent a competitor will go to beat business competition in Nigeria. 2.1.3 RESEARCH AND DEVELOPMENT/PRODUCTION: Effective and efficient use of marketing research creates more information for the organization to potentially undertake research and development of new products; this entails developing products based on customers wants and needs. Ideally, this is should be a continuos process. According to Groucutt (2005). The development of new products and services is usually the key to the beginning of new firms, or the continuation of an existing one. Organizations undertake constant research and development of new products in order to be innovative and stay competitive. Firms engage in New Product Development for various reasons like: To replace a product, to modify a product, to develop products in support of the firms long-term strategic objectives, the adaptation of an existing product, unexpected occurrence leading to unexpected innovation and product and in response to societal, including demographic factors. Societies change and so does their needs, according to Grouccut (2005). The average Nigerian customer is more aware and has easy access to information about different products; therefore his needs and preferences are no longer the same with the last 10 years. KFCÂ ® capitalized on this by rolling out products and services that appeal to Nigerian customers. The important thing is making the products available to the customer when, how and where they want it. For instance, KFCÂ ® incorporated a special type of local chicken seasoning called Suya into their menu in Nigeria because people tend to prefer their chicken made in this way with a lot local pepper spices, different from the rest of the world. KFC also made their chicken a lot spicier because approximately 85% of Nigerians love spicy food and eat spicy food three times in a day. 2.1.4 PRICING: Price is an inherent part of the product/service and must be used as an element of the marketing process (Forsyth 2007) This means that pricing needs to be set carefully because not only does it reflect quality, it ensures that the financial objectives of KFC are met and also creates good image and feeling of value for money by the consumers (Forsyth 2007). Pricing is particularly a sensitive and delicate issue in Nigeria because to most people the price is the first impression about any product. This means that just the mention of the price of a product determines if the average Nigerian customer actually buys a product or not without further inquiry about the quality of the product. Groucutt (2005) thinks that customers may be particularly sensitive to either the set price or increases, even if the increase are marginal. People usually associate this price sensitivity to economic class i.e. lower income groups, but anybody could be price sensitive depending on different factors lik e economic environment or volatility (high growth or low growth). However, price sensitivity in Nigeria can easily be linked to the higher population or high density of lower income people in the population. People work hard and earn relatively less, so it makes sense to want higher value for as low as possible price. Moreover, for most people in Nigeria eating out is a luxury and if that comes with a high price then it is obviously targeted at the higher income groups. This is also a sensitive part of KFCs marketing orientation and it is interesting what they came up with, bearing in mind that they had the objective to penetrate the market and also meet their financial objectives. According to Groucutt (2005) there are different types of pricing tactics that firms use and depending on the objectives/targets and external factors, firms could use some or all of these pricing tactics during the life of a product or service. KFC Nigeria uses Penetration Pricing (Predatory Pricing). Penetration pricing is all about finding a way to access a market by cutting through the existing pricing structures or strategies (Groucutt 2005). Grocutt (2007) also goes on to say that Penetration Pricing can be used to attain entry into an existing market by introducing and maintaining low prices set against the existing average price for that product or service. KFC Nigeria deliberately maintained low prices for most of their products, while at the same time matching the price of competition for some other products. The use of both penetration pricing and Price matching tactics by KFC in Nigeria is very effective, but the use of Penetration Pricing is particularly very important because it was what people mainly responded to and are still responding to. With these pricing tactics, KFC was not just looking at penetrating the market and making sales, but to also create a long lasting impression and customer loyalty in the l ong-run. KFC achieved relatively easy entry in Nigeria mainly because of their pricing tactics because the average Nigerian consumer is very price sensitive and care about quality a lot more than status. 2.1.4 DISTRIBUTION (Brassington Pettitt 2003) Distribution ensures availability and service The availability they are referring to incorporates timeliness as an important factor. It is good enough that customers chose you and not your competition, but it is very important to provide the needed product or service when it is needed on time. Forsyth (2007) cites that distribution is the process that enables products and services to be delivered to customers/consumers in the market. Distribution process typically involves intermediaries but for a fast food franchise like KFC intermediaries are highly unlikely, but for KFC accessibility is vital. Making sure their stores are located strategically to allow easy access by customers when they need to. Therefore, to ensure that customer get timely access to their products whenever they wanted, KFC strategically located their stores in specific parts of Nigeria, depending on the city or area or state. They located stores primarily in areas where customers/consu mers live (suburban and urban locations), close to schools, companies and markets. KFC opened 6 stores in Nigeria in December 2010 in the most populated cities in the country including Lagos city, which is the highest populated city in Nigeria and the 4th highest populated city in the world. KFC also plan to open 20 more stores located strategically in 2011. This also says a lot about KFCs strategy in Nigeria. Currently, KFC does not provide home delivery service which is more convenient for most customers, but they are not the only one in the market who doesnt provide this service. Some of KFCs top local competitors do not provide home delivery service as well because of lack of infrastructure that enables home delivery like good roads etc. 2.1.5 PROMOTION A firm must Promote itself, in other words, it must communicate, clearly and persuasively to let people know what is available and encourage them to buy (Forsyth 2007). There are various promotion tactics like advertising, direct mail, sales promotion e.t.c. Firms decide whether to use some or all of them depending their target audience, the advantages and disadvantages of the promotion tactics, available budget, and level of effectiveness of the promotion tactic (Forsyth 2007). KFC uses advertising effectively in Nigeria as their main promotion tactics. The most effective form of advertising by KFC in Nigeria are electronic and billboard advert by Movie stars and musicians for KFC. KFC takes advantage of the fact that the average Nigerian emulates these stars and follows what they do to some extent. Another promotional tactics that KFC uses in Nigeria and is probably the best at it is Selling. This involves a one-on-one communication with the customer and sometimes forms a final and important, link in the chain of different methods that link a firm to its market, according to Forsyth (2007). KFC is very good at this because they already have standard staff training specifications for all their staff and employees. This is one of KFCs global brand qualities that it brought to the Nigerian market. KFCs competition in Nigeria cannot match this quality at the moment, because they rarely train their staff and even when they do they are not as meticulous as KFC in training their staff and making sure they perfect customer relations. For instance, It is not strange to walk into a fast food store in Nigeria and see a receptionist arguing with a customer, but just few seconds with KFC staff, you will immediately notice that they are different in the way they interact with the customers. They sort of draw you in and make you feel special and appreciated, and for a typical Nigerian customer that respect and appreciation is almost everything. 3. KFCS FOUR Ps OF MARKETING MIX Jobber (2007) suggests that an effective marketing mix matches customer needs, creates competitive advantage, matches corporate resources, and is well balanced. According to Brassington and Pettitt (2003 1105) Marketing Mix is the blend of the 4Ps that creates an homogenous and stable offering to potential customers to satisfies their needs and wants. This means that there must be consistent synergy or balance between these four basic tools of marketing to meet potential customers need and wants. For instance, a good product with bad communication will not work, and so is a bad product with good advertising. This is simply because the elements of the Marketing mix rely on each other and if they lack consistency with each other in what they are saying about the product, then the customers will reject it all because they not stupid. Brassington and Pettitt (2003 25) The 4Ps is a widely recognized concept in marketing and it provides a central organized structure or foundation for marketing activity,which manager can relate to and easily understand, The 4Ps include Product, Price, Place and Promotion. PUT DIAGRAM HERE 3.1 KFCS PRODUCT The product is at the core of marketing exchange. If the product does not deliver the benefits the consumer wanted or if it does not fulfill the expectations created by the other elements of marketing mix, then the whole exercise will be useless. (Brassington and Pettitt 2003 267). A product is a physical good, service, idea, person or place that can offer tangible and intangible qualities that individuals or firms consider necessary, worthwhile or satisfying and are willing to pay for it or exchange any other valuables for it (Brassington and Pettitt 2003 268). This means that for a customer/consumer, the benefit of a product is everything because they buy these products to meet needs, so when a customer/consumer exchanges money, patronage or any other unit of value for a product what he/she is doing is simply paying to get the benefits of that particular product to meet his/her needs. It also means that a product could be anything or place that offers needed benefits and customers/ consumers regard as beneficial. A product (tangible or intangible) is like a personality, and just like a personality there are some characteristics that makes it essentially appealing to the buyer like branding, packaging and labeling, design, style and quality e.t.c. The product and price are the two main parts of the marketing exchange that interests marketers Brassington and Pettitt (2003 268). Alternatively, Groucutt (2005 158) considers products as a collection of features and benefits that provide customer satisfaction. All these different perspectives have two things in common, which is that a product must be beneficial and must provide customer satisfaction. KFC promotes their wide range and varieties of fried, smoked and roasted Suya chickens in Nigeria as nutritious, convenient and even healthy in some parts according to their adverts. According to Doyle (2002) Product decisions comprises of Product variety,product performance, product features, product design, product presentation, product packaging, si zes and brand name. KFCs specialty is fried chicken served in various forms. KFCs primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine (Scribd 2011). KFC in Nigeria offers non-durable products and Service products as well. They offer wide range of fried, smoked and roasted chicken in Nigeria, as well as side dishes with fish, port and beef, desserts and ice creams. These are all tangible but non-durable products because the can only be consumed once. KFCs service products in Nigeria represent intangible products such as activities, benefits or satisfaction that customers/consumers derive from their relationship with KFC. KFC menu in Nigeria contains three different segments namely: Family Meals, Individual Meals and Sandwiches. Family Meals comprises of Family Meal, Party Meal and Economy Meal. Ind ividual Meals comprises of Snack Box, Strips Light Meal and Dinner Box. Sandwiches comprises of Suya rap, Suya Burger, Fish rap, beef rap, Chicken fillet supreme, Pork Supreme. They also give customers the chance to make up their own variety box comprising of some or all available products. All the fried Chicken Meals are prepared in the traditional KFC style of frying in oil with the colonels range of spices. All the Meals also have Suya variety, this means that customers/consumers can either chose between the locally prepared Suya or the traditional KFC fried Chicken. KFC also have the same strategy for the beef, fish and pork meals. For the sake of simplicity, this report shall be discussing Fried Chicken. 3.1.1 MARKET SEGMENTATION KFC in Nigeria segments the market demographically by dividing it into groups based on age, gender, family size, income, occupation, religion and ethnicity. KFC segments the market demographically in this way: Age: Between 6 65 Gender: Males and Females Family Size: 2 4, 4 6, 6+ Income: 500Naira and above Family life style: ALL KFCs typical customers/consumers in Nigeria are adults between 18 to 58 who live fast paced lives, and therefore considers convenience when deciding what to eat or drink. This convenience is the totality of what KFC offer in Nigeria. 3.1.1.1 PSYCHOGRAPHIC SEGMENTATION Entails dividing a market into different groups based on social class, lifestyle, religion or personality characteristics (Scribd 2011). KFC in Nigeria divides the market based on psychographic variables like: Upper and Middle class, Life style (not specific) and Personality (ambitious and authoritarian), role expectation of the sexes, reference groups, customs and traditions KFC is concerned about the potential effects of these variables on the sales of its products. This is precedes target market. Psychographic segmentation enable KFC tailor their products or menu content to the specific needs of the target customers in different parts of Nigeria. 3.1.1.2 TARGET MARKET This is the process of evaluating each market segments attractiveness and selecting two or more market segments (Scribd 2011) The two main factors usually considered when selecting a target market segment are the attractiveness of the segment and the fit between the segment and the firms objectives, resources and capabilities. KFC in Nigeria targets upper, middle and a group known as Upper-lower class in Nigeria. KFCs main target are the upper and middle class, but due to the pricing system they initiated, they widened the net to take in this special group known as the upper-lower class, who can afford to take advantage of the KFCs penetration pricing system. KFCs target in Nigeria depends on -Size and growth rate of the segment -Competition in the segment -Brand loyalty of existing customers in the segment -Attainable market share given promotional budget and competitors expenditures -Required market share to break even -Sales potential for the firm in the segment -Resources and structural attractiveness of market segment -Expected profit margins in the segment The market research and analysis discussed before is instrumental in obtaining the above information. (Scribd 2010) 3.1.1.3 MARKET PRESENCE According to Brassington and Pettitt (2006 862) It is a reasonable objective, especially for a small company or a new entrant into an industry/market, to create awareness, both of the firm and of the products offered. According to Jobber (2007) in the communication effects pyramid, 90% Awareness leads to 70% Knowlegde/compreehension, to 40% Liking to 25% Preference, to 20% Trial and 5% Use. This means that to generate more than 5% actual usage which is tantamount to sales of a product, a firm must be more than 90% effective at creating awareness. Even well know brands could have some blind spot relative to a particular market or a new market environment. KFC created awareness in Nigeria through pre-campaigns and promotions, while already gathering potential customers feedback on what they would like to see in KFC eventually. KFC utilized this and tailored their product to popular costumer specifications and needs and this allowed them a relatively easy entry and penetration into the market. The position of KFC products in the minds of target consumers/customers is also important. KFC uses all these attributes to position its products to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers/customers. KFC in Nigeria takes feedback from customers and then improve their products. KFC pays more

Essay --

‘Some years ago everyone lived perfectly fine without a smart phone or tablet, but now people suddenly ‘need’ to have one!’ Most people will have heard someone say this or something similar before. And it seems to be true at first sight, smart phones and tablet are now more a normal good than a luxury good. The implication is that marketing artificially creates needs. In this essay we will discuss the question if marketing really does. We will discuss this question from the point of view of a producer or product designer. It will appear there is another side to the story. But what exactly are needs? ‘Needs are the basic human requirements for air, good, water, clothing and shelter. Humans also have strong needs for recreation, education, and entertainment.’ (Kotler & Keller, 2012) Since needs are basic human requirements, they are in the nature of mankind. Therefore they cannot be created by marketers. But why do people think marketing does create needs? Because they confuse needs with wants. Needs are not specific objects. The specific objects are wants, and they can satisfy the need. (Kotler & Keller, 2012) The needs already exist, marketing develops products that fulfill those needs. (Meredith, 2008) But people may not be aware of their needs, and therefore think that marketing has created a new need, but what marketing has actually done, is uncovering the need, by providing a product that satisfied the need. The need already existed, and marketers found a product that responds to it. Identifying needs and providing a product that sat isfies the needs is the main business of marketing, that is why marketing is used. Business is basically identifying and serving customer’s needs at a profit. (Meredith, When Leaders Don't Lead, ... ...d society do. So if you ever hear someone complain about needs that are created by marketers, those people just didn’t know they had that need. Bibliography (n.d.). Kotler, P., & Keller, K. L. (2012). A framework form marketing management (5th ed.). Essex: Pearson Education Limited. Meredith, B. (2002, February). Awesomely Disquieting. NZ Business, 16(1), 47. Meredith, B. (2005, December). When Leaders Don't Lead. NZ Business, 19(11), 70. Meredith, B. (2008, September). (How) marketing has changed. NZ Business, 22(8), 102. Pereira Heat, M. T., & Chatzidakis, A. (2012). 'Blame it on marketing': consumer's views on unsustainable competition. International Journal of Consumer Studies, 36, 661. Vidal Diaz, d. R. (1998). A single consumer or different types of consumers: An analysis of social types according to their customer habits. Brithish Food Journal, 100(7), 326.

Why do people criticize types of music like metal

Since that decade heavy metal was divided in many branches where they born different types of heavy metal as: Nu metal, dark metal, doom metal, metal core, rock metal, alternative metal, death metal, Christian metal, trash metal, etc then they generalized heavy metal as metal, and heavy metal started making part of metal. So this music stared to be a door for the teenagers that wants to highlight from others that's why the majority of metal heads have piercing and tattoos. Society didn't accept them and judging from their appearance the stereotype metal as† satanic†.The people that don't listen to metal because just didn't like this genre just prefer to don't comment and keep distance. But metal is strongly criticized by society and there are people that said that metal is only an excuse to use drugs and alcohol, because in all the genres metal is the one that has the most drug addict followers. Others said Metal Heads are dark and satanic as the famous singer Justine bib ber that said:† I reject metal. Why? Because is an insipid, violent and dark music that incite teenagers to follow the path of the sin and to lock n a melodramatic and melancholic way of life without sense. Metal constantly resave critics by another famous genre called regulate, with comments as: â€Å"those teenagers are violent they express their self in a bad way and live their live like a punish, like something bad. † â€Å"Regulate wants to contagious world with happiness and Metal Heads just try to cloud happiness with their gloomy and sad thoughts. † â€Å"metal is not music there are just screams without harmony. † As metal is a different type of music that express rebellion and rudeness, metal is present to the ones who didn't know about his genre as bad music, also people get scare about the content of the lyrics.Many religious people or Scientific' use phrases like:†all metal is satanic. † ‘the members of that band love Satan. † ‘the lyrics of that song backward and translated in an old Portuguese language is part of a indigenous ritual to call Satan spirit. † These arguments aren't valid and aren't proven. One thing is for certain, that there are satanic bands but these are very few, and are part of one of the branches call death metal or black metal, this branch is for satanic ands only, and this one's didn't have hide their intentions. Metal change personality' no, people look them different because they present a different attitude, Metal Heads didn't fallow modes they just are unite because of the feeling of the music. All this disturbance is because the hypocrisy of the society that talk about values but they didn't practice, Metal Heads show their self as they are, they do not hide their likes or feelings, that's why the rude lyrics an strong sounds.Play metal is not easy the complexion of the music is ere low as Metallic, system of a down, avenged sevenfold or AC/dc, and people c riticized them for them is very sad that all their effort is not considerate. As James Hatfield the first voice o the famous group Metallic that said â€Å"Honestly, all my years of carrier have been disqualified by inexperienced people that move masses in a way I don't like. † Boring in mind the both sides of the coin, there is a very interesting opinion. â€Å"All the likes and dislikes have to be respected, but when someone criticized metal has to have arguments to catalog metal as satanic.

How Meditation Affects Brain Plasticity Essay - 1374 Words

Meditation means to concentrate and connect with ones’ own mind, to explore identity and emotions in order to be aware of conscious, sub-conscious and unconscious thoughts. Meditation originates and has been has been practiced in Asia for thousands of years for different reasons such as increasing concentration abilities, religious purposes and also to train the mind. This essay will focus on how meditation affects brain plasticity (ability to change), emotionally and intellectually, leading to better performance and coping abilities in stressful situations. Things like attention span, memory functions and complexity of emotions will be further explored and may interest the reader since meditation can answer many questions on improving mental health that affects almost everyone. I will make the claim that meditation practice needs to be introduced early into educational institutions such as schools. Because evidence suggests that that meditation increases the volume of the cor tex in the brain, leading to a higher and more powerful emotional intellect and cognition that improves things like memory, attention and emotional control. It is logical to assume that in order to alter thickness of cortex, mental thought functions and emotional strength, meditation should be introduced to children early in school for greater performance. A major impact meditation has is on the physical increase of thickness of the cerebral cortex (outer layer of brain tissue) and grey matterShow MoreRelatedThe Primary Literature On Sleep And Memory Essay3333 Words   |  14 Pagesfunctional influence on sleep; and conclude with a discussion about further research into the intersection of mindfulness, memory formation and learning, and sleep. Sleep and Memory Formation Sleep serves several different functions throughout the brain and body such as repair or growth, learning, memory consolidation, and restorative processes affecting behavioral, physiological and neurocognitive processes (Kruger JM, Obal F 2003; Bennington JH, 2000). Memory formation could be considered as â€Å"theRead MoreThe Use Of Nonverbal Mimicry For A Therapist2025 Words   |  9 PagesThe use of nonverbal mimicry will help establish rapport in fact it will increase the amount of information provided by the client (Abbe Brandon, 2013). There is neurological proof that the brain will elicit a automatic response if someone is deemed trustworthy changing an individuals feelings, this is influenced by the way people look and act (Adolphs, 2002). 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Key Terms Scientific method: The orderly, systematic procedures that researchers follow as they identify a research problem, design a study to investigate the problem, collect and analyze data, draw conclusions, and communicateRead MoreAp Psychology Review Packet12425 Words   |  50 Pagesthat evokes random images, which our sleep brain weaves into stories. 10.Adaptation Level Phenomenon:  tendency to form judgements relative to a neutral level defined by our prior experience. 11.Adrenal Glands:  a pair of endocrine glands that sit just above the kidneys and secrete hormones that help arouse the body in times of stress. 12.Algorithm:  a methodical, logical rule that guarantees solving a particular problem. 13.Alpha Waves:  the relatively slow brain waves of an awake, relaxed state. 14.Amnesia:  loss

Hamlet and One Flew over the Cuckoo’s Nest - 766 Words

Many questions have been asked if Hamlet, McMurphy and Chief Bromden are crazy or sane. Hamlet is the main character from a play by William Shakespeare called Hamlet. McMurphy and Chief are characters from a novel by Ken Kesey called One Flew Over the Cuckoo’s Nest. There have been many scenes in the play where Hamlet might seams crazy but without a doubt he is sane. Even though McMurphy do some crazy things he is definitely not crazy because he is aware of his actions and he does all these insane things just to make the Nurse Ratched mad. Chief Bromden’s character can easily be identified as sane because he knows how to stay out of trouble and from getting electric shock treatments. Hamlet says to Horatio â€Å"How strange or odd soeer†¦show more content†¦Many times McMurphy seams crazy because of his inappropriate behavior but he can be concluded as sane. Chief silence and his actions at the beginning of the novel made readers think he is insane but when he speaks he sounds very sensible. These characters can be incredibly challenging to understand at some points but one can successfully negotiate that they are very muchShow MoreRelatedOne Who Flew Over the Cuckoos Nest Comparison to Hamlet583 Words   |  2 PagesMadness, Power, Rebellion, and Conformity are some of the many themes that prevail in Ken Keseys One Flew Over the Cuckoos Nest and Hamlet both express similar messages of sanity vs. insanity, control, and compliance through their characters. There is a thin line between normal and abnormal as depicted in Keseys and Shakespeares work. One must ponder the question; is McMurphy mentally ill or is he just a schemer rebelling? The doctor commented, ...Dont overlook the possibility that this manRead MoreMadness in One Flew Over the Cuckoos Nest and Hamlet Essay example2151 Words   |  9 PagesThe issue of madness has been touched by many writers. In this paper I will focus on two important writings which deal directly with the mental illnesses. The first one is One Flew Over the Cuckoos Nest by Ken Kesey first published in 1962. The second is Hamlet written by Shakespeare approximately in 1602. Ken Kesey worked nights in a mental institution in California and his novel has a lot of truth in it. He faced patients insanity every day and was confident that it was natural responseRead MoreA Comparison of Hamlet and Mcmurphy in One Flew over the Cuckoos Nes2438 Words   |  10 PagesA Comparison of Hamlet and McMurphy in O ne Flew Over the Cuckoos Nest It is suggested that in modern literature, the true element of tragedy is not captured because the protagonist is often of the same social status as the audience, and therefor, his downfall is not tragic. This opinion, I find, takes little consideration of the times in which we live. Indeed, most modern plays and literature are not about monarchs and the main character is often equal to the common person; this, howeverRead More A Tale of Four Novels1596 Words   |  7 Pagesseeks to exterminate the bourgeoisie in order to gain freedom and get revenge at the same time. The central theme of man’s search for power is present in A Tale of Two Cities and is recurring in many works of literature including Hamlet, One Flew Over the Cuckoo’s Nest and 1984. In A Tale of Two Cities the primary conflict is the revolution in which the proletariat aim to overthrow the bourgeoisie in an effort to gain freedom as they are oppressed and in a state of poverty. Dickens has previously

Essay about Fate vs. Free Will in Julius Caesar - 922 Words

In William Shakespeare’s play, Julius Caesar, two interesting forces, fate and free will, are shown competing for prominence over the other. Fate was exemplified in the many prophecies and omens the characters viewed throughout the play. Free will was the characters abilities to overcome and defeat their fate. Many characters have struggles with the power of their free will overcoming their fate, namely Caesar, Cassius, and Brutus. Although in the end all three of those characters succumb to their fate, Shakespeare shows that there is a delicate equilibrium between the two forces. Of the three men, Caesar’s fate seemed most obvious to him and to the reader. However, Caesar used his free will in many instances to in large†¦show more content†¦Even on the trip to the Senate, he had an opportunity to see the exact plan for his death. But his patriotism, or possibly his false humility, propelled him to say â€Å"What touches us ourself shall be last served† (III. i. 8). Through all of these times where his free will could have helped Caesar avoid his fate, he instead chose to ignore them, ultimately leading to his downfall. Cassius, up to the end of the play, was very aware of his fate and took the largest strides to overcome that. This is due to the fact that Cassius followed the Epicurean philosophy, which believes that the gods do not involve themselves directly in the fate of man. This belief was highlighted when he told Brutus â€Å"Men at some time are masters of their fates: the fault, dear Brutus, is not in our starts, but in ourselves, that we are underlings† (I. ii. 139-141). Because of this belief, he never resigned himself to live in the world in its current state. He always felt that there was something he could do to better his standing in life. This diligent effort to better himself led Caesar to comment â€Å"such men as he†¦are very dangerous† (I. ii. 209-210). Cassius’ role in the play was using his free will to overcome the fate that would come true, the fate that Caesar was one day going to become emperor. Because he was so driven by the desire to overc ome this fate, he wasShow MoreRelatedJulius Caesar : Fate Vs. Free1298 Words   |  6 Pagesicons. Others might say Bill Gates vs. Steve Jobs because they were different as apples and oranges, yet they had much in common because they both created and dreamed of the idea of a personal computer. But is it possible that fate vs. free will spark an idea in peoples’ brains? Maybe. This essay will be focusing on that relationship and balance in one famous piece of work. In William Shakespeare’s tragedy, Julius Caesar, Julius Caesar proved that fate and free will maintain a tug-of-war situationRead MoreFate vs. Free Will in Julius Caesar933 Words   |  4 PagesShakespeares play, Julius Caesar, two interesting forces, fate and free will, are shown competing for prominence over the other. Fate was exemplified in the many prophecies and omens the characters viewed throughout the play. Free will was the characters abilities to overcome and defeat their fate. Many characters ha ve struggles with the power of their free will overcoming their fate, namely Caesar, Cassius, and Brutus. Although in the end all three of those characters succumb to their fate, ShakespeareRead MoreFate vs. Free Will Julius Caesar Essay844 Words   |  4 Pagesthe play Julius Caesar by William Shakespeare there are two forces at work fate and freewill and throughout the play they are both fighting for control over man. Fate was shown in the many prophecies and omens that the characters viewed throughout the entire play. Free will as defined in the play is the ability to overcome fate. Although in the end all three of the characters succumbed to their fate, Shakespeare shows again that there is a delicate balance between fate and human free will. Read MoreFate vs Free Will in Julius Caesar by William Shakespeare693 Words   |  3 Pagesleads to their fate being a horrific downfall. Julius Caesar by William Shakespeare exposes the conflicting ideas that exist between fate and free will by showing the relationship between Caesar, Brutus, and their wives, and how the decisions Cassius makes effect his fate. Conflicting ideas existed between the spouses and as well as the decisions Cassius make and how they affect him. Fate gives Brutus a chance to change his decision that he made of his own free will about killing Caesar by having PortiaRead MoreThemes Of William Shakespeare s Julius Caesar 2063 Words   |  9 Pages Theme, Mood and Conflict in Julius Caesar Savannah Baine â€Å"Come I to speak at Caesar’s funeral. He was my friend, faithful and just to me. 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Finally,Read MoreAmerican Literature11652 Words   |  47 Pagesutopia Genre/Style: ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · sermons, diaries personal narratives captivity narratives jeremiads written in plain style Effect: ï‚ · ï‚ · instructive reinforces authority of the Bible and church Historical Context: ï‚ · ï‚ · a person s fate is determined by God all people are corrupt and must be saved by Christ Rationalism / Age of Enlightenment period of American Literature - 1750-1800 Content: ï‚ · ï‚ · ï‚ · ï‚ · national mission and American character democratic utopia use of reason history

Knowledge Audits for Business Analysis

Question: Discuss about the Knowledge Audits for Business Analysis. Answer: Introduction: Knowledge audit is defined as a dynamic procedure that helps in evaluation, assessment and analyzing the knowledge policies, structure, resources, flow and requirement in firms. As per Hargreaves and Fink (2012), the knowledge audit includes assessment of culture and information, core process prioritization, KA reporting, knowledge health measurement, continuous re-auditing and KM strategies recommendations. Knowledge audit is a huge sector thus it helps an individual or a specific project leader to enhance his creative knowledge towards the job role and also towards his leadership practice. According to Mendenhall and Osland (2012), the knowledge audit is a broaden segment that is composed of ten different components. These include identification of the objectives of the organization and also its process, identification of core processes of an organization, prioritization and selection of core processes of an organization and identification of key people. In addition to these, the knowledge audit includes knowledge inventory, knowledge mapping, knowledge flow, auditing reporting and knowledge re-auditing (YouTube 2016). From these it can be said that the knowledge audit is a complex process, thus, for easy and better convenience, a specific project leader should implement a particular framework that is known as eight steps Framework. This specified framework makes the work easier for the project leader as through this eight step framework, a project leader can easily implement the knowledge audit within an organization in order to run the business successfully. This framework is composed of orientation and background studies, assessment of culture, in-depth investigation, developing knowledge mapping and knowledge inventory, knowledge network analysis, recommendation, deployment of KM tools and developing collaborative culture and re-audit. Reflection: This has provided me with enormous knowledge. I have gathered knowledge regarding the essentials that a project leader requires for implementing knowledge audit. In addition to this, I have also learnt the KM procedures that will help me in my future. Whats the real problem?" Title: Solving the real business problems by the management of an organization Link: Fred Nickols' Web Site. (2016).Nickols.us. Retrieved 14 September 2016, from https://www.nickols.us Discussion: The process of resolving different problems in a particular organizational setting is primarily an activity that surpasses the competence of a single individual. The present article addresses different subjects of problem solving from the viewpoint of a single individual acting as the problem solver. The present case study on Poor Frank illustrates the intricacies associated to the process resolving business problems in an organization. The strategies that Poor Frank needs to adopt in a bid to recover the different expenses of the operations carried out in his section with increase in the performances (nickols.us 2016). Again, the present case study also illustrates the importance of reduction of the uncertainty in businesses by identification of the problem, investigation of the identified problem and thereafter the intervention of the management for the purpose of solving the problem. In addition to this, the current study also explains different stages of the life cycl e of a definite problem that includes the problem state, solved state and the solution path. As per the case study of Frank, the problem state refers to the different course of work that the Frank has to carry out in order to define the challenge of the organization. Thereafter, the management of the company can evaluate different solved states that the company can avail. The present article on solving different business problems of the Frank hereby explains different structures of the identified situation, causes of different state of the problems, alternative ways for the achievement of diverse solved state and finally the decisions concerning the solutions alternatives (nickols.us 2016). As per the case study, it can be hereby ascertained that the case study helps in understanding the consensus regarding the problem state of businesses along with the obligations regarding different solved state that can assist in attaining the solution path. Reflections: The article on solving real business problem that draws special reference to the case of Poor Frank helps us in acquiring important lessons regarding the solving business problems. The present paper has also helped me to understand the significance of the consensus, cooperation, coordination and commitment for solving different business problems. Again, the paper also explains us the importance of distinguishing between the chaffs and the real problems. In addition to this, the article based on the case study throws light on the fact that Frank had to resolve different associated problems in order to solve the main identified problem. Whats the real Problem? Title: Perceptions regarding the actual problems and challenges in a business Link: business school.exeter.ac.uk. (2016). Retrieved 14 September 2016, from https://business school.exeter.ac.uk Discussion: The current article explains different factors that give rise to different perceptions of the leaderships who might possibly perpetuate the identified problems through their own activities. In addition to this, the leaders need to identify the real problems that might arise due to the upward as well as sideways management, inadequate attention to different administrative functions and implementations (Sadri 2012). This can be regarded as the perception of the leaders of the organizations towards an identified problem. The present article also explicates the need for the identification of different problems that can restrict the consensus regarding leadership in the organization. In addition to this, this study also states that the identified leaders can enhance the skills and competence of the employees of the organization in a bid to exercise higher degree of imagination, originality as well as innovative solutions to different problems in an organization. The article explains diffe rent leadership traits, styles and behavior and illustrates different leadership theories in practice. The shared leadership can be regarded as an important factor for the augmentation of the creative leadership as well as knowledge (Hargreaves and Fink 2012). As rightly indicated by Carter et al. (2012), the shared leadership refers to the team concept in which the leadership is allocated among different members of a team and are not concentrated on an individual designated leader. Creative leadership can overcome the existing threats from the external market environment (Shuck and Herd 2012). Thus, this shall facilitate the management of the business entity to develop effective marketing as well as operational strategies to ensure market survival in an intensely competitive market. Mendenhall and Osland (2012) mentioned that innovation is one of the primary characteristics of creative leadership. Innovation would lead to the development of distinctive products and services that shall attract prospective customers towards the brand. However, there are certain challenges that would ha mper the process of creative leadership. Qiujiang (2012) mentioned that such factors are unpredictable consumer behavior and vulnerable economic condition of the region. Therefore, the marketing and the operational policies of the business entity should be framed after considering such market attributes. Shared leadership is also considered to be an important factor for development of the creative leadership as well as knowledge (Day et al. 2014). The shared leadership can lead to synergies as well as expertise that can be drawn from a shared model of leadership (Sadri 2012). The team members can thereby take on the tasks that are best suited for the individuals or else can be considered to be most motivated to achieve (Regent.edu 2016). Reflection: The leaders in the top management of the organization can concentrate on finding out the problems, recognize the unstated problems and at the same time different understand different misunderstood issues. The identification of the problems by the leaders also depends on the perceptions of the leaders. The current section illustrates the importance of the shared leadership in the improvement of the creative leadership and at the same time knowledge. This particular segment has helped me to understand that the shared leadership can help in attainment of success by integrating the important factors of different types of leadership, for instance, the task oriented leadership, and behavior oriented leadership and many others. Again, the concept of shared leadership makes me aware of the fact that the shared leadership can help in reduction of the level of stress for leaders and do not unduly pressurize a single leader. "Requirements elicitation" Title: Importance of human capital and intellectual capital in augmentation of creative leadership and knowledge Link: www.bus.tu.ac.th. 2016.www.bus.tu.ac.th. [online] Available at: https://www.bus.tu.ac.th/usr/sab/articles_pdf/research_papers/dti_paper_web.pdf [Accessed 8 Aug. 2016]. Discussion: Intellectual capital is defined as the economic value of two groups on the intangible assets of an organization that include human and organizational capital. The intellectual capital is considered as a factor that generally involves social capital, human capital and organizational capital. Opined to Shuck and Herd (2012), the intellectual capital is referred to the knowing capability and knowledge of a social together, like an intellectual community, organization and professional practice. However, it has been found that there is a lack of gap regarding these terminologies. According to Dries and Pepermans (2012), the intellectual capital is considered as a part of human capital that also includes emotional and social capital. The intellectual capital is embedded into both systems and people. Thus, the stock of the human capital is composed of organizational, social and human. Therefore, the development of the human capital needs attention to the mentioned complementarities. Thus, i t can be said that for achieving competitive advantages, integration between the social, organizational and human capital is required. From this concept of interdependency or interrelation, it can be said that the intellectual capital along with social and human capital help in augmentation of creative knowledge and leadership. As per Spillane (2012), the central proposition of the theory of social capital indicates the network of relationships that are composed of valuable resource for conduction of social affairs that are more embedded within the association of mutual association. Opined to Dries and Pepermans (2012), the social capital increases the efficiency of action and thus it helps in cooperative behavior. The social capital and the social relationships are considered as a vital factor that put impact on the development of both intellectual and human capital. It has been found that at individual level, the individuals having better social capital generally earns higher rate of return on the human capital. According to Mendenhall and Osland (2012), on the basis of the twin concepts of trustworthiness and sociability, the social capital has the richness and depth of these potential points and connections of leverage build substantial pools of opportunities and knowledge or arbitrage and creation. Therefore, it can be said that the interaction between the social capital, human capital and organizational capital will produce the intellectual capital. Thus, it might affect the knowledge management within a firm. It has been found that most of the organizations define knowledge, provide mechanisms and also identify the present knowledge bases in order to promote the protection, creation and transfer of knowledge (www.bus.tu.ac.th 2016). Finally, it can be said that the greater the sense of social community within an organization, it is more likely that the knowledge will be generated and transferred. Reflection: From this I can said that both the skills items i.e. intellectual capital and human capital have increases my understanding regarding the Creative Leadership and Knowledge within Business Analysis. At present I have a clear concept that all the intellectual capital, social capital, human capital and organizational capital are interrelated to each other. Thus, in my future I can put similar importance to all these capitals in order to run my business successfully in future. References Carter, L., Ulrich, D. and Goldsmith, M. eds., 2012.Best practices in leadership development and organization change: how the best companies ensure meaningful change and sustainable leadership(Vol. 18). John Wiley Sons. Clinton, J.R., 2012.The making of a leader: Recognizing the lessons and stages of leadership development. NavPress. Day, D.V., Fleenor, J.W., Atwater, L.E., Sturm, R.E. and McKee, R.A., 2014. Advances in leader and leadership development: A review of 25years of research and theory.The Leadership Quarterly,25(1), pp.63-82. Derekstockley.com.au. (2016).Soft Skills Training Courses. [online] Available at: https://www.derekstockley.com.au [Accessed 8 Aug. 2016]. Dries, N. and Pepermans, R., 2012. How to identify leadership potential: Development and testing of a consensus model.Human Resource Management,51(3), pp.361-385. Fred Nickols' Web Site. (2016).Nickols.us. Retrieved 14 September 2016, from https://www.nickols.us Hargreaves, A. and Fink, D., 2012.Sustainable leadership(Vol. 6). John Wiley Sons. Komives, S.R. and Wagner, W., 2012.Leadership for a better world: Understanding the social change model of leadership development. John Wiley Sons. Mendenhall, M.E. and Osland, J., 2012.Global leadership: Research, practice, and development. Routledge. Qiujiang, W., 2012. Integrating Creativity and Leadership: Creative Leadership. Journal of Psychological Science, 4, p.031. Regent.edu. 2016.Regent University - Christian Education in Virginia Online. [online] Available at: https://www.regent.edu [Accessed 8 Aug. 2016]. Rego, A., Sousa, F., Marques, C. and e Cunha, M.P., 2014. Hope and positive affect mediating the authentic leadership and creativity relationship. Journal of Business Research, 67(2),pp.200-210 Sadri, G., 2012. Emotional intelligence and leadership development.Public Personnel Management,41(3), pp.535-548. Shuck, B. and Herd, A.M., 2012. Employee engagement and leadership: Exploring the convergence of two frameworks and implications for leadership development in HRD.Human resource development review, p.1534484312438211. Spillane, J.P., 2012.Distributed leadership(Vol. 4). John Wiley Sons. University, M. 2016.Michigan State University. Est. 1855. East Lansing, Michigan, USA.. [online] Msu.edu. Available at: https://msu.edu [Accessed 8 Aug. 2016]. www.bus.tu.ac.th. 2016.www.bus.tu.ac.th. [online] Available at: https://www.bus.tu.ac.th/usr/sab/articles_pdf/research_papers/dti_paper_web.pdf [Accessed 8 Aug. 2016]. YouTube. 2016.KM Inspiration Part 2. [online] Available at: https://www.youtube.com/watch?v=8tzwQ97MJTMlist=PLD97B3B3F6C740D99index=3 [Accessed 8 Aug. 2016].