What Happens at Transform Boundaries

Transform boundaries are areas where the Earths plates move past each other, rubbing along the edges. They are, however, much more complex than that. There are three types of plate boundaries or zones, each of which features a different type of plate interaction. Transform boundaries are one example. The others are  convergent  boundaries (where plates collide) and  divergent  boundaries (where plates split apart). Each of these three types of plate boundary has its own particular type of fault  (or crack) along which motion occurs. Transforms are  strike-slip  faults. There is no vertical movement—only horizontal. Convergent boundaries are thrust or reverse faults, and divergent boundaries are normal faults. As the plates slide across from each other, they neither create land nor destroy it. Because of this, they are sometimes referred to as conservative boundaries or margins. Their  relative movement can be described as either dextral (to the right) or  sinistral (to the left). Transform boundaries were first conceived of by Canadian geophysicist  John Tuzo Wilson in 1965. Initially skeptical of plate tectonics, Tuzo Wilson was also the first to propose the theory of hotspot   volcanoes. Seafloor Spreading Most transform boundaries consist of short faults on the seafloor occurring near mid-ocean ridges. As the plates split apart, they do so at differing speeds, creating space—anywhere from a few to several hundred miles—between  spreading margins. As the plates in this space continue to diverge, they do so in opposite directions. This lateral movement forms active transform boundaries. Between the spreading segments, the sides of the transform boundary rub together; but as soon as the seafloor spreads beyond the overlap, the two sides stop rubbing and travel abreast. The result is a split in the crust, called a fracture zone, that extends across the seafloor far beyond the small transform that created it. Transform boundaries connect to perpendicular divergent (and sometimes convergent) boundaries on both ends, giving the overall appearance of zig-zags or staircases. This configuration offsets energy from the whole process. Continental Transform Boundaries Continental transforms are more complex than their short oceanic counterparts. The forces affecting them include a degree of compression or extension across them, creating dynamics known as transpression and transtension. These extra forces are why coastal California, basically a transform tectonic regime, also has many mountainous welts and down-dropped valleys. The  San Andreas fault  of California is a prime example of a continental transform boundary; others are the North Anatolian fault of northern Turkey, the Alpine fault crossing New Zealand, the Dead Sea rift in the Middle East, the Queen Charlotte Islands fault off western Canada, and the  Magellanes-Fagnano fault system  of South America. Because of the thickness of the continental lithosphere and its variety of rocks, transform boundaries  on continents are not simple cracks but wide zones of deformation. The San Andreas fault itself is just one thread in a 100-kilometer skein of faults making up the San Andreas fault zone. The  dangerous Hayward fault  also takes up a share of the total transform motion, and the Walker Lane belt, far inland beyond the Sierra Nevada, takes up a small amount too. Transform Earthquakes Although they neither create nor destroy land, transform boundaries and strike-slip faults can create deep, shallow earthquakes. These are common at mid-ocean ridges, but they do not normally produce deadly tsunamis  because there is no vertical displacement of seafloor. When these earthquakes occur on land, on the other hand, they can cause large amounts of damage. Notable strike-slip quakes include the 1906 San Francisco,  2010 Haiti,  and 2012 Sumatra  earthquakes. The 2012 Sumatran quake was particularly powerful; its 8.6 magnitude was the largest ever recorded for a strike-slip fault.

An Article On Biggest Global Sports - 1704 Words

Biggestglobalsports. (n.d.). Biggest Global Sports. Retrieved from biggestglobalsports: http://www.biggestglobalsports.com/ In this article the writer says that the greatest games in the US, with notoriety filled by the US local business sector, where the Superbowl is routinely the most watched yearly occasion. Additionally, huge in neighboring Canada and Mexico. Whilst less fruitful in globalizing than different US sports, it keeps up some enthusiasm as a minor game in the greater part of the world and has 2 of mine 10 paid sportsmen (biggestglobalsports). This source is a website. I generally believe that this source of relevant information is very reliable and useful, not just from subjective experience, however, mostly since of this article’s useful resource as well as background. This is a thriving organized and thought-out journal that was published by the biggestlobalsports association and members of the department of providing the information to football, which is a prominent organization regulating the universal standards for different aspects. Crepeau, R. C. (n.d.). NFL Football: A History of America s New National Pastime. In this article the writer says that the historical backdrop of the National Football League develops crosswise over time, in numerous measurements, conveyed along by those strengths that have molded current American history. It was the result of powers changing twentieth-century America into a shopper society seeking after recreation. ItShow MoreRelatedShould Esports Be Considered A Sport?1550 Words   |  7 PagesConsidered a Sport? A sport is defined as an athletic activity requiring skill or physical prowess and often of a competitive nature. Competitive. 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Effect of Advertisement on Sales Free Essays

MKT 321: MARKETING RESEARCH METHODS JAN – APRIL 2013 CAT 1 Using the knowledge and skills acquired in this course (Research methods) explain how would improve the performance of your Research and Development Department in a firm (15 marks) A research and development (RD) department in a firm is responsible for innovations in design, products, and style. This department is responsible for creating innovative new products to keep companies a step ahead of the competition. Many companies also rely on the RD department to improve existing consumer products, and to explore new ways of producing them. We will write a custom essay sample on Effect of Advertisement on Sales or any similar topic only for you Order Now Companies thrive and succeed by creating innovative products, as well as by increasing company profit and utilizing cost-efficient methods. A research and development department is primarily responsible for ensuring that these goals are met. This is an especially important function in the fields of manufacturing and pharmaceuticals, but can be applied to virtually any industry. Often, research and development works closely with the marketing department. Marketing studies consumer trends by surveying and researching consumer demands, purchasing methods, product sales, and the existence and development of technology across the relevant market. The marketing department gathers all the data, and makes this information available to the RD department, which will take action in response to the findings and proceed to keep the company on top of current market needs. Consumer demands often change very quickly, and the research and development department must be alert and adapt to these market fluctuations accordingly. I would invest a substantial amount of money to research and development so that it can continually modify and update the firm’s products to preserve a brand’s position within the market. This is because even if our product would be leading in the market, however much it is a key product, usually will not remain in the number one market position forever without some type of improvement and advancement. Research and development department software The progress of innovation research and product development requires a good balance between the team and management involved in R;D projects. VIP Task Manager provides this balance and allows to manage R;D projects and activities effectively. The software helps to carry information on the latest developments and coordinate the resource assignment to new promising projects in efficient and timely way. VIP Task Manager can be used as R;D project management software for organizing the workflow of the department. The software gives the following options Quality is a major issue and R;D department is deeply involved in ensuring quality of new products and attaining the required levels of regulatory requirements. In cooperation with the quality assurance department, R;D department develops a quality plan for new products. When a company sells a product on the marketplace, it should keep regulatory compliance with legal requirements. By using Centriqs, the R;D managers can organize the workflow for researches and development of new products. In Centriqs, there can be used task templates for researches of typical products as well as for a new product specification development. The software allows to add new workflow with specific task statuses. By introducing Centriqs shareware into the workflow, the R;D department can effective cooperate with QA department through sharing tasks and projects aimed to development of quality plans for new products. The R;D managers can use the Files view to upload regulatory documents to the database and attach documents to required tasks shared between engineers, technicians and scientists. | | Research and development department goals/tasks The main goal of the R;D department is to provide the organization with pro-active leadership in the industry and strong competitive advantages through implementation of new technologies and solutions aimed to improve current product range and develop new products. The R;D department closely works with the quality assurance department in order to create a new solution for enhancing the sustainability and the quality of products. The tasks of R;D department could be split into two main groups: research and development. The groups are closely linked with each other, however they have some peculiarities. The research activities allow the organization to find more effective ways to produce a product. The development activities are focused on how to implement these ways into manufacturing of the current or a new product. Research and development department in company structure Research and development are often very expensive and it takes much time to get positive results from them. However most businesses invest a lot of money in research and development and build R;D departments. The organizations which have R;D departments in their structure, gain big advantages, because: 1. Products are commercialized faster 2. Products reach global markets 3. Contribution to customer confidence 4. Effective exploitation of technologies 5. They gain advantages over rivalsThe research and development department will enable a more progressive and faster transfer of innovations into product development and exploitation. | CAT 2 As a manager you have noted that the sales for a certain product have dropped despite having increased the level of advertising. Explain in details how you would undertake a market research to know whether advertising affects sales (20 marks) a. Background information. The background serves to put research objectives into context, and it will help me to understand why I will pursue the objectives of knowing why advertising affect sales. I would detail what i see as being the main events that have caused or contributed to the advertising effect on sales. Such a background gives a framework for the researcher to investigate other potential events, contributory factors or causes. b. Objectives. The first part of this section would detail which marketing decisions are to be completed once the research has been undertaken. This requires decision-makers to explain what they see as the focus of the decision they plan to make. They then go on to explain what gaps(s) they see in their knowledge. Those gaps create the focus to planned esearch activities and set the research objectives. The formulation of the marketing objectives can encompass two areas: organizational objectives and personal objectives of the decision-maker. For the researcher this may not be explicit or obvious to discern. It may take time working with a decision-maker or a particular organization to see the potential conflicts in organizational and personal objectives. This ‘first-step’ brief offers the opportunity for the researcher to draw out and develop a much clearer vision of marketing and research objectives. Drawing out and developing decisionmakers’ perspective of objectives, helps the process of developing a common understanding of what the decision-maker is trying to achieve. c. Target to research. Any market research project will measure, understand or observe a target group of individuals. These may be distinct groups of consumers, channel members such as retailers or competitors, or company employees. In this section, details of the characteristics of the target group(s) can help in much research design decisions. These cover areas of identification, gaining access to conduct research, understanding which techniques are appropriate to measure or understand these individuals, and the best environment or context in which to conduct the research. d. Who is to use the findings? This section would outline brief details of the decision-maker who will use the research findings. For example, certain decision makers may be entrepreneurial and introspective, looking for short-term tactical advantages. Managers with a background and training in statistics may expect results to be analyzed and presented in a particular manner to have any credibility. Other managers may not have such training or may even be distrustful of statistical analysis and seek a more qualitative interpretation. These 19 issues have an impact upon the nature and extent of analysis conducted upon the data collected and the style and format in which research findings will be presented. e. Constraints. The main limitation to marketing researchers carrying out what they may perceive as being the correct way to research a problem is the time and money that the marketer can afford. With knowledge of time and cost constraints, the researcher can develop a research design to suit these eeds. The researcher may also demonstrate other courses of action that could demand greater amount of money or time, but could have clear benefits that the marketer may be unaware of. Other constraints, such as those imposed by the client firm’s personnel, organizational structure and culture, or decision making styles, should be identified to determine the scope of the resear ch project. Yet constraints should not be allowed to diminish the value of the research to the decision-maker or to compromise the integrity of the research process. In instances where the resources are too limited to allow a project of sufficient quality, the firm should be advised not to undertake formal marketing research. f. Administrative considerations. These would lay out the administrative details in completing the research project. Examples could be the expected delivery of interim reports, contacts in the organization that may be able to help supply further information, or reference to sources of materials and individuals that are needed to complete the research successfully. How to cite Effect of Advertisement on Sales, Papers

My journey began in the middle of the Mediterranean sea to the north of Africa Essay Example For Students

My journey began in the middle of the Mediterranean sea to the north of Africa Essay My journey began in the middle of the Mediterranean sea to the north of Africa, making my way towards the Nile delta. We had left Southampton 9 days ago and were now coming to the end of our sea journey because in a couple of days we would be landing in Egypt. We had come as an exploration party going to the ancient Egyptian pyramids. Our party consisted of me and my sister Elsa. Our guide, was an American who we only knew as Wilson. He was a rather unusual person, very and rather curious, I cant explain this curiousness. I guess that was just the way he was. Wilson was also very cautious and had taken many precautions. He was armed with a hand-gun and a machine gun aswell. This made me feel very unsafe, but he obviously knew what he was doing, so we left him to what had to be done. Elsa was in her cabin reading a map of some description. She also had this, rather unusual looking key. It was kind of star shaped and had jagged edges. She wouldnt tell anyone what it was for. Night had fallen now and I was up on deck having a drink with Wilson, and Elsa was down in her cabin still studying that map of hers. There were sounds coming from the side of the boat, as if another boat was being drawn alongside ours. There was shouting Silence There were gunshots People screamed and ran in different directions Men in black Rhodes armed with guns and macheties clambered aboard the ship and opened fire. Wilson got his machine gun out and started to shoot back as I dove for cover. A group of Americans also started shooting at these pirates. The pirates set alight part of the ship to the rear, near where all the cargo was. Things werent looking good. Elsa was in her cabin when one of the pirates entered. He had these black on covering all but his face. His face was covered with scars as if blades had already pierced the skin. These scars were only covered by a thick grey beard. He had a knife in one hand, he went straight to the desk that Elsa had been working at and flung her to the floor. He also took the obscure key that Elsa had. The man moved back towards Elsa, who was sprawled upon the floor and raised his knife high above his head ready to bring it down. Wilson blew the smoke away from his gun, and helped Elsa back onto her feet. She was still shaking as she picked the key out of out of the pocket of the corpse which was lying there, perfectly still. Dead. Up on deck was mayhem. People were jumping out off the boat into the river below as the boat was being taken over by flames. We had no other option but to jump ourselves. We watched from the water as the boat was engulfed by flames. All of our luggage was still on board. We had nothing now. We had to swim to shore. By morning we had to put the problems of last night behind us, as we took across the dessert by camel. We had to be quick because we had to arrive at our destination before sunrise. Even though the sun wasnt up yet it was still very very hot and I was sweating like a pig. It wasnt the most comfortable ride I had ever had but at least we were there now. As the sun rose it led a path to the pyramid. As this happened the Americans rom back on the ship came up behind us. This is when we joined forces with them, after all, we had the guide, and they had the equipment. It was what seemed to be a good idea at the time. We wasted no time once we got there. We put up our tents and got our equipment ready and waited for the Americans to join us. When they did, we were ready to go and study the pyramid. Th e pyramid was known as the tomb of Oman Ra. We lowered ourselves down by ropes into the main chamber of the pyramid. Inside was a long row of mirrors running down both sides of the chamber. Wilson and Elsa both seemed to know what they were doing, so I took a back seat and atched what they were doing. I still had no idea what these mirrors were for. Wilson and Elsa lined the mirrors up with the beam of sunlight coming in through the entrance to the chamber. As they did this, the room suddenly lit up. It was as if someone had just flicked on the lights. The room was damp and smelt a bit like sweaty socks; there was nothing fascinating about this room. At one end though, there were two doors. We took the door on the left. This room we had just entered was small; but on the walls was the most fascinating thing I had ever seen before. All around the room, were hieroglyphics .u54ca2c19fe42ebec23c7de8ec5901675 , .u54ca2c19fe42ebec23c7de8ec5901675 .postImageUrl , .u54ca2c19fe42ebec23c7de8ec5901675 .centered-text-area { min-height: 80px; position: relative; } .u54ca2c19fe42ebec23c7de8ec5901675 , .u54ca2c19fe42ebec23c7de8ec5901675:hover , .u54ca2c19fe42ebec23c7de8ec5901675:visited , .u54ca2c19fe42ebec23c7de8ec5901675:active { border:0!important; } .u54ca2c19fe42ebec23c7de8ec5901675 .clearfix:after { content: ""; display: table; clear: both; } .u54ca2c19fe42ebec23c7de8ec5901675 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u54ca2c19fe42ebec23c7de8ec5901675:active , .u54ca2c19fe42ebec23c7de8ec5901675:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u54ca2c19fe42ebec23c7de8ec5901675 .centered-text-area { width: 100%; position: relative ; } .u54ca2c19fe42ebec23c7de8ec5901675 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u54ca2c19fe42ebec23c7de8ec5901675 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u54ca2c19fe42ebec23c7de8ec5901675 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u54ca2c19fe42ebec23c7de8ec5901675:hover .ctaButton { background-color: #34495E!important; } .u54ca2c19fe42ebec23c7de8ec5901675 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u54ca2c19fe42ebec23c7de8ec5901675 .u54ca2c19fe42ebec23c7de8ec5901675-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u54ca2c19fe42ebec23c7de8ec5901675:after { content: ""; display: block; clear: both; } READ: Teacher to Edward EssayElsa told me they were telling a life story. There wasnt a bit of the brick wall to be seen, it was just completely covered. Oman Ra had obviously led a long rewarding life. The ceiling of the room was very very high up for such a small room. That too was covered in hieroglyphics. The only part of the room that wasnt covered was a door leading nto another room. This other room had a picture of an Egyptian worker, but all over his body were rubies and jewels. One of the Americans started picking them off the body of the picture and putting them into a bag. One of them dropped onto the floor and plit. A scarab beetle came out of the jewel and scuttled out of the room. These bugs are very dangerous flesh-eating animals! As we left the room a whole swarm of these bugs came out of the darkness and down a slope heading straight towards us. There must have been thousands of them. We turned and ran. As we were running, one of the Americans tripped and fell. He was completely taken over by the scarab beetles. All that was left of him was a pile of bones just lying on the floor. When we stopped running we were in a room with a large box of some description, lying on the ground We went up to it. On the side was some sort of lock witch matched the key that Elsa had. We opened the lock to look inside. Inside were solid gold monuments and small statues. We pocketed all these, or should I say that the Americans did! We had decided That it was too dangerous to carry on because the light at the end of the room stopped, and it was pitch black. If you listened hard enough, you could here a moaning coming from the darkness. We followed the light back to the main chamber, passing through many of the rooms we had been in before, we went back through the room with the hieroglyphics in on our way back into the main hamber again. We had to climb back up the rope to get back up to the campsite. It was dark when we left the campsite . The journey back was pretty uneventful as we went back through the baking hot desert night to where another ship was moored to take us and the Americans back home to Southampton. It was the most eventful day of my life, even though we were only in Egypt for on e day. It was the most amazing thing that had ever happened to me. When we were back home, Elsa wrote a book about our journey. It turned out to be a best seller. After all she was only a librarian.

No Doubts Tragic Kingdom - Retrospective free essay sample

Tragic Kingdom was a massive record. The immense success of the album helped propel ska into the mainstream and paved the way for Orange County bands like Reel Big Fish and Save Ferris to make a splash in the music world. Even if Tragic Kingdom is hardly a full-on ska-punk album, the 90’s Orange County ska energy is still present, and the influence is clear. At the time of Tragic Kingdom’s release, No Doubt was a relatively unknown band that was nevertheless thriving in the Orange County ska scene. Their previous album, The Beacon Street Collection was a local success, and this was enough to get the attention of major record label, Interscope, who would fund Tragic Kingdom. Tragic Kingdom came at a time that No Doubt somewhat reinvented themselves. On their previous two albums, most songs were written by Eric Stefani, brother of Gwen Stefani, and had more of a ska-punk feel to them. We will write a custom essay sample on No Doubts Tragic Kingdom Retrospective or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Following his departure from the band, Gwen Stefani began writing her own material with a more poppy sound and this is what is featured on Tragic Kingdom. Listening to this album today, it definitely holds up with some killer tracks performed in No Doubt’s unique blend of musical styles. One of the first singles to come from Tragic Kingdom was the ska-influenced â€Å"Spiderwebs.† This song opens the album and immediately gives the listener a taste of the No Doubt sound that is to come. On this multifaceted song, there is a ska intro, a new-wave inspired verse, and a punky chorus. Those three genres define No Doubt’s musical style on Tragic Kingdom. This makes for unique, energetic songs. No Doubt, and specifically frontwoman Gwen Stefani, possessed a unique energy that helped ensure the band’s success. The energy displayed in the music is infectious and exciting and this is further exemplified in the band’s music videos and live performances. Stefani really gets into the music and the listener can’t help but have a great time. The unique No Doubt energy is most prevalent on the album’s lead single, â€Å"Just A Girl.† The funky guitar/keyboard intro sets the tone immediately and Stefani’s uniquely ironic vocal style fits the subject matter perfectly. The song was a massive success that helped drive sales of Tragic Kingdom. The accompanying music video helps establish Gwen Stefani as a 90’s icon, showcasing her and the band’s frantic punk-inspired energy. Judging by Spotify listens, â€Å"Don’t Speak† is No Doubt’s most popular song. This is very interesting, as it is definitely an outlier on Tragic Kingdom. â€Å"Don’t Speak† is a slow ballad that is very different from the frantic ska energy found on most other songs. While listening to Tragic Kingdom in full, â€Å"Don’t Speak† actually offers a nice little break from the constant energy found on the rest of the album. â€Å"Don’t Speak† immediately follows â€Å"Sunday Morning,† one of the most upbeat and exciting songs on the album. â€Å"Don’t Speak† is a unique song for No Doubt, but it works. It’s still catchy but the lyrics just carry a little bit more weight when delivered in this more serious tone. Tragic Kingdom was a hugely impactful album in the 1990’s music scene. Singles like â€Å"Sunday Morning† and â€Å"Spiderwebs† helped catapult ska music back into the mainstream, while hit songs like â€Å"Just A Girl† and â€Å"Don’t Speak† helped establish No Doubt as an iconic band to come out of Orange County, California. Tragic Kingdom is a very important and wonderful album featuring No Doubt’s unique sound and palpable energy.

History of Portugal - Overview

History of Portugal - Overview Location of Portugal Portugal is located in the far west of Europe, on the Iberian Peninsular. It is bounded by Spain to the north and east, and the Atlantic Ocean to the south and west. Historical Summary of Portugal The country of Portugal emerged in the tenth century during the Christian reconquest of the Iberian Peninsula: first as a region under the control of the Counts of Portugal and then, in the mid-twelfth century, as a kingdom under King Afonso I. The throne then went through a turbulent time, with several rebellions. During the fifteenth and sixteenth centuries overseas exploration and conquest in Africa, South America and India won the nation a rich empire. In 1580 a succession crisis led to a successful invasion by the King of Spain and Spanish rule, beginning an era known to opponents as the Spanish Captivity, but a successful rebellion in 1640 led to independence once more. Portugal fought alongside Britain in the Napoleonic Wars, whose political fallout led to a son of the King of Portugal becoming Emperor of Brazil; a decline in imperial power followed. The nineteenth century saw civil war, before a Republic was declared in 1910. However, in 1926 a military coup led to generals ruling until 1933, when a Professor called Salazar took over, ruling in an authoritarian manner. His retirement through illness was followed a few years later by a further coup, the declaration of the Third Republic and independence for African colonies. Key People from the History of Portugal Afonso HenriqueThe son of the Count of Portugal, Afonso Henrique was the rallying point for Portuguese nobles who feared losing their power to rival Galicians. Afonso won either a battle or a tournament and successfully expelled his mother, who was styled as Queen, and by 1140 was calling himself King of Portugal. He worked to establish his position, and by 1179 had persuaded the Pope to recognise him as king.Dom DinisNicknamed the farmer, Dinis is often the most highly regarded of the Burgundian dynasty, for he began the creation of a formal navy, founded the first university in Lisbon, promoted culture, founded one of the first insurance institutions for merchants and broadened trade. However, tensions grew among his nobles and he lost the Battle of Santarà ©m to his son, who took the crown as King Afonso IV.Antà ³nio SalazarA Professor of Political Economy, Salazar was invited in 1928 by Portugal’s military dictatorship to join the government and resolve a financial crisi s. In 1933 he was promoted to Prime Minister, and he ruled – if not as a dictator (though an argument can be made that he was), then certainly as a repressive, anti-parliamentary authoritarian, until illness forced him to retire in 1974. Rulers of Portugal

Improvment of the profit margin and sustainability of an organization Assignment

Improvment of the profit margin and sustainability of an organization - Assignment Example In order to improve the profit margin and sustainability of an organization,operating in this tough competitive age,the most essential requirement is recruitment of an experienced and talented leader A leader is a person who might work as a catalyst, in enhancing and controlling the human resources of the organization in an effective way. This is because; the human resource is the prime requirement of any organization operating in any segment and in any region. As human resource are mainly responsible, for the fulfilment of the future goals and objectives of the organization in the market among others. However, it might be possible only if the leader may act tactfully and motivate the employees towards work in order to improve the productivity and image of the organization in the entire market, in-spite of varied types of changes. Only then, the image and profit margin of the organization might get enhanced in the market among other rival players. Moreover, if the changes might be ha ndled in an effective way then the popularity and equity of the organization may be enhanced thereby amplifying its competitiveness in the market to a certain extent in long run among others. Thus, it might be depicted that, leader act as the backbone of the organization that may not only improve the efficiency and capability of the employees but also cope-up with varied types of changes. This essay is mainly divided into five phases that mainly highlights the significance of leadership within an organization. Along with this, it also highlights the role of leadership within a change management situation with the help of models like Kotters 8 steps, Lewin’s change management model. Discussion Evaluation of Change Management and Leadership with models In order to survive in this competitive era, leadership is the most essential requirement. As it acts as a weapon not only stimulate the profit margin and productivity of an organization but also to mitigate varied types of chall enges or changes in an effective way. Change management is described as a systematic procedure to deal or tackle varied types of changes or alterations in a successful manner. Moreover, it might also described as an approach that might be handled by implementing varied types of technologies, strategies and procedures so as to mitigate it effectively within the organization. Only then, the productivity and efficiency of the organization might get enhanced thereby amplifying the image and reputation in the market among other rival players. Apart from this, if the changes might be adapted successfully within the organization, only then, the inner morale and confidence of the employees might get enhanced with a significant extent as compared to others. This might help in improvement of their level of performance and efficiency within the organization thereby amplifying the level of retention. It is extremely essential for any organization operating in this competitive age among many oth er rival players. This is because, the experienced employees are the gems of the organization and they might offer varied types of ideas and suggestions in order to implement the changes in an effective way. Such a situation is also seen within the organization, Biogen Idec Incorporated, at the time of restructuring or reassessment of the business strategies. As a result of which, maximum extent of the employees had to cope up with the procedure of reallocation of their job responsibilities as well as outplacement. Due to which, the relationship within the higher authorities and the employees is fading day by day resulting in amplification of the chances of conflicts and miss-confusions. Not only this, the motivation and dedication of the employees of Biogen Idec is also reducing as their roles and