It has been said that, one man’s terrorist is another...

It has been said that, one man’s terrorist is another man’s freedom fighter. When examining organizations that make this statement true, it’s hard to ignore Hezbollah. Hezbollah, also known as Hizbullah, or Hizballah, is a Shia Islamic militant group and political party established and residing in Lebanon. Hezbollah, meaning â€Å"Party of God†, was created out of a volatile time in Lebanon. Lebanon in the 1970s was a collection of warring factions within the country. Palestinian guerrillas, Shiite Muslims, right-wing Christian Phalangists and leftist Sunni Muslims fought alongside as well as against each other for control of Lebanons destiny. Syria moved in troops to aid the Christian Phalangists against the Shite Muslims. Israel was†¦show more content†¦While there, they assisted in the formation of Hezbollah, a radical Muslim faction. By 1983, the peacekeeping force made up of U.S., French and Italian armed forces had eased into their duties i n Beirut. Peace did not last for long, as groups allied with Hezbollah, and perhaps Hezbollah itself began attacking American forces. In March 1983, U.S. Marines were fired upon for the first time while patrolling areas near the Beirut airport. A militant Shiite Muslim faction was apparently responsible, though no one explicitly claimed credit. On April 18, 1983, a suicide bomber drove a truck loaded with high explosives into the U.S. embassy in Beirut. The explosion killed 60 people, containing 17 Americans. An organization called â€Å"Islamic Jihad† claimed responsibility. On October 23, 1983, a truck bomb destroyed the U.S. Marine barracks at the Beirut airport, killing 241 American soldiers. At the time, this was the worst terrorist attack the U.S. ever faced. Islamic Jihad once again claimed responsibility. The U.S., through investigations, began suspecting that Islamic Jihad and Hezbollah were linked and probably even the same group, with â€Å"Islamic Jihad† b eing a cover name. Both groups were loyal to Iran, were centered in the Baalbeck region of the Bekaa valley, and obtained weaponry from Syria. In addition, the groups had mutual leaders, including a man named Sheikh Hussein Mussawi. On March 31, 1984, the U.S. peacekeeping force was ordered home by President Regan. HeShow MoreRelatedTerrorism, Cia, And South America1062 Words   |  5 PagesTerrorism, CIA, and South America Terrorism. This word has caused more change in the 21st century than any other thought, policy, or idea. This change can not only be seen in the political realm, but in the academic realm as well. Since the attacks on September 11, the study and research of terrorism has grown exponentially. One area of research that is gaining popularity is whether or not the United States itself has participated in acts of terrorism as defined by the CIA. The largest of theseRead MoreDecolonization Period Of Afric A European Point Of View1560 Words   |  7 Pagesget violent in order to achieve their independence. Although the history of this struggle has two sides, it has always been portrayed through a European point of view. This painted the Africans as pure savages without truly examining what drove them to commit these violent acts. Europeans have always bent history to show themselves in a positive manner. One of the battles in which history has been mainly one sided is the Mau- Mau rebellio n in Kenya. In this paper I want to explore the trueRead MoreOne Persons Freedom Fighter Is Another Persons Terrorist.3521 Words   |  15 PagesIntroduction The terrorist attacks in America have since publicized controversial attitudes in understanding and defining terrorism. 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The current version has been significantly revised. If you would like to suggest changes to the text, the author would appreciate your writing to him at dowden@csus.edu. iv Praise Comments onRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pageschoose to call centuries are almost invariably years of little significance. But there is little agreement over when the twentieth century c.e. arrived, and there were several points both before the year 2000 (the collapse of the Soviet Union, the reunification of Germany, the surge of globalization from the mid-1990s) and afterward (9/11, or the global recession of 2008) when one could quite plausibly argue that a new era had begun. A compelling case can be made for viewing the decades of Read MoreRastafarian79520 Words   |  319 PagesCity Mumbai Nairobi Sà £o Paulo Shanghai Taipei Tokyo Toronto Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries Copyright  © 2003 by Ennis Barrington Edmonds The moral rights of the authors have been asserted Database right Oxford University Press (maker) All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of OxfordRead MoreManagement Course: Mba−10 General Management215330 Words   |  862 Pagesconfront in establishing the economic determinants of corporate planning? 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The Future Of The U.s. Health Care System - 1190 Words

The Future of the U.S. Health Care System Author’s Name Khalid Shaaker The Future of the U.S. Health Care System The health care industry is an important aspect in the development of any nation in the world. The provision of quality health care is a universal need that every government endeavors to make available to its citizens. Just like any other industry, the health care system faces major challenges that inhibit the effective provision of health care services. The U.S. health care system invests immensely in ensuring that the citizens of America receive health care services. Despite the innovative nature of the health care system in the U.S., it is evident that there are challenges that are hindering the effective†¦show more content†¦This implies that most of the medical practitioners are concentrated in the urban areas. Economic disparity between the urban and rural areas in the U.S. is one of the issues that have contributed to the shortage of adequate health care professionals in the rural areas (Burrows et al., 2012). T he inability of these areas to recruit and retain health care practitioners makes it difficult to provide the necessary health services to the deserving populations. The absence of adequate training sites in the rural areas is also an aspect contributing to the lack of enough health care professionals. With training facilities widely concentrated in the urban areas, most health care professionals opt to work in the metropolitan areas (Burrows et al., 2012). According to Jukkala, Greenwood, Ladner, and Hopkins (2010), there is a decline in the number of health care practitioners in the rural counties of the U.S. because such areas do not have the necessary resources to attract a large pool of medical professionals. Low reimbursement levels in the rural areas are also affecting the ability to have enough health care professionals (Burrows et al., 2012). Without enough pay grades, health care practitioners cannot be motivated to continue working in the rural areas. Instead of working i n the rural areas and getting low reimbursements, most of them opt to practice in the urban areas. Health care administrators in

What Is Software Defined Radio Free Essays

What is Software Defined Radio? With the exponential growth in the ways and means by which people need to communicate – data communications, voice communications, video communications, broadcast messaging, command and control communications, emergency response communications, etc. – modifying radio devices easily and cost-effectively has become business critical. Software defined radio (SDR) technology brings the flexibility, cost efficiency and power to drive communications forward, with wide-reaching benefits realized by service providers and product developers through to end users. We will write a custom essay sample on What Is Software Defined Radio? or any similar topic only for you Order Now Defination of SDR Simply put Software Defined Radio is defined as : â€Å"Radio in which some or all of the physical layer functions are software defined† A radio is any kind of device that wirelessly transmits or receives signals in the radio frequency (RF) part of the electromagnetic spectrum to facilitate the transfer of information. In today’s world, radios exist in a multitude of items such as cell phones, computers, car door openers, vehicles, and televisions. SDR defines a collection of hardware and software technologies where some or all of the radio’s operating functions (also referred to as physical layer processing) are implemented through modifiable software or firmware operating on programmable processing technologies. Benefits of SDR For Radio Equipment Manufacturers and System Integrators, SDR Enables: 1. A family of radio â€Å"products† to be implemented using a common platform architecture, allowing new products to be more quickly introduced into the market. 2. Software to be reused across radio â€Å"products†, reducing development costs dramatically. . Over-the-air or other remote reprogramming, allowing â€Å"bug fixes† to occur while a radio is in service, thus reducing the time and costs associated with operation and maintenance. For End Users – from business travelers to soldiers on the battlefield, SDR technology aims to: 1. Reduce costs in providing end-users with access to ubiquitous wireless communications – enabling them to communicate with whomever they need, whenever they need to and in whatever manner is appropriate. National Defence University Of Malaysia SOFTWARE DEFINED RADIO Name : Hasseler anak Tumas Matriks no : 2120339 How to cite What Is Software Defined Radio?, Papers

My term paper free essay sample

I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr.  Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. Acknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knoAcknowledgement I would like to express my deep gratitude to Mr. Martin Alexander S. Martin, general manager of S. P. Madrid and Associates and Law Firm, San Carlos Branch for accepting me to enter in their company and have my on the job training that will let me experience the actual scenarios in the workplace that will equip and prepare me for my future profession. I would like to express my great appreciation to Mr. Pat C. Peralta for his patient guidance, enthusiastic encouragement and for sharing me his knowledge and ideas as my OJT supervisor. I would also thanks to Mr. Fernando Viray for his support as our OJT Coordinator, my parents for their unending understanding and support during the OJT period, and to my friends for sharing their knowledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period. wledge, experiences and happiness. And lastly, I thank God for his guidance and unending love for me during my OJT period.

Jackie Robinson Hero free essay sample

During each at bat Jackie could barely grip the bat with the fans taunting and screaming racist comments to him. Jackie finished the game going O for 3. This was not an impressive start. Jackie was given a second chance when he started the next game. This time Jackie was focused and ready to play. Like last time he received multiple threat letters. He simply threw them in the trash and hit the field. Fans were furious to see that Jackie was starting again. The stadium was roaring with racial comments when he came out of the dugout. This time the yelling did not affect Jackie. With determination he locked out everything going on except his main objective, which was, to play baseball. So with a smile on Jackasss face he finished the game going 3 for 4 with 2 stolen bases. Jackie Robinson was a hero. Jackie faced severe obstacles and inspired others with his grace under pressure. We will write a custom essay sample on Jackie Robinson Hero or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Jackasss grace under pressure inspired thousands of African-American men and women living in America by putting the prejudice and racial strife aside, and showed everyone what a talented player he was. Jackie Robinson inspired his people because he showed them that he could put aside the racial aspect and focus n the game.The courage Jackie Robinson had was unbelievable. Throughout his career fans threatened to kill him and his family unless he quit. This frightened Jackie the most because he did not want to be responsible for any of his family members getting hurt. Every »OHare Jackie went he was always very cautious and skeptical of what may happen. This created much stress for Jackie because he could not go anywhere without fear in his mind. After a week of being on the team Jackie was so terrified that he considered quitting. He thought to himself Is this worth it? He knew in he back of his mind that if he quit it would all go away. But with courage and determination Jackie inspired thousands of men and women because he never gave up and continued to play. Just about everywhere Jackie Robinson went he received racial comments from fans. Some fans would throw drinks and food at him. This would cause Jackie to tremble with anger but Jackie became excellent at tolerating their behavior. So many times Jackie wanted to hit one the fans but, no matter how mad they made Jackie, he never once responded with violence.Baseball is an extremely mental sport and they say tinting a baseball from a major league pitcher is the hardest thing to accomplish among sports. With that in mind, it is incredible that Jackie had the ability to block out all of the racist remarks and still be able to focus enough to hit a baseball. Jackasss composure to not fight back inspired many people. Jackie Robinson was not only discriminated against from the fans but also his teammates. Many of the teammates did not like the idea of a black player on their team so these players made it tough on Jackie.Some team members created a petition to stop Robinson from joining the team, but ailed when Dodger manager Leo Drencher learned about it. (Brandon) Most of Jackasss teammates showed him no respect and some would not even look him in the eyes. For example, Jackasss first homerun gave the Dodgers the lead in the top of the 9th and when Jackie got back to the dugout he only received appreciation and congratulations from his coach and one other teammate. In that circumstance, if one of the white players had hit the homerun the whole team would have been ecstatic to congratulate that player.For myself the best part about baseball was how bonded our team as but for Jackie he was lucky if he could bond with one or two of his teammates. Jackie inspired people with his persistence to never give up on team no matter how much his teammates despised him because his goal was to play baseball and win the game. Jackie knew that his teammates did not respect him and most people in Jackasss situation would distance themselves from the team. Jackie was the opposite. He was always friendly and willing to talk with his teammates. Jackasss first friend on the team was Peewee Reese.When the fifth game was about to start Jackie was leaning on the fence being erased by the fans. When Reese saw the harassing he walked up beside Jackie, put his arm around Jackie and said Forget those guys Jack, lets play. This was such a shock to all the fans in the ballpark. This moment was a huge eye opener to Jackie. It provided Jackie with inspiration and motivation to keep on fighting. Jackie Robinson and Peewee Reese inspired all races during that moment because they had the courage to show everyone that blacks and whites could get along. Other baseball teams despised Jackie Robinson.Especially during the Dodgers series against the Phillips. During Jackasss first t bat of the game, starting pitcher Johnny Saint threw a fastball intended for Jackasss head. Saint was not trying to scare Jackie, he was trying to hurt him. (Schwartz) This obstacle only brought Jackie more pressure but with Jackasss grace under pressure he used Saints tactics as an advantage. Jackie stood in the box with courage. He would dodge the pitches until Saint threw him something to hit and when Saint threw a pitch over the plate Jackie crushed the ball down the line resulting in a triple.Challenges like this inspired many people because he proved to others that there is no obstacle he could not overcome. Jackie Robinson inspired all with his grace under pressure. Jackasss grace under pressure led Jackie to an astonishing rookie season. In Jackasss first year, he hit 12 homeruns and helped the Dodgers win the National ague pennant. That year, Robinson led the National League in stolen bases and was selected as Rookie of the Year. (Allen) The Rookie of the Year award is extremely hard to achieve and fans were shocked to see that a black man won the award.Forty years after Jackie Robinson broke the baseball color line, the award was renamed the Jackie Robinson Award in July 1987. Baseball Almanac) The renaming of the award inspired thousands of men and women and reminded them how much impact Jackie had on our society and the game of baseball. This was one of the Major League Baseballs best ever rookie seasons. (Galilee) Jackie inspired others because with his grace under pressure he was capable to have an outstanding rookie season along with all the obstacles and racial strife he had to overcome. Jackie Robinson also inspired individuals with his aggressive baseball tactics.Jackie at the time was excellent at running the bases. During his first season Jackie led the ague with 29 stolen bases and he finished with a career total of 197 stolen bases. This was impressive but what people remembered the most was the first time Jackie stole home. It was game one of the 55 series and the game was tied 2-2 in the fifth inning against the NY Yankees. The pitcher on the mound was Frizz Steamroller and earlier that season he intentionally beamed Jackie with a fastball that fired up Jackie and the entire Dodgers dugout. (Allen) Jackie was looking for revenge. So Jackie took a large lead off of third base and just before Steamroller lifted his leg Jackie took off for mom plate. The Yankees were caught off guard and Jackie slid into home just barely beating the tag. This run made the score 3-2 Dodgers and they would later win the game 4-2. After this heroic play Dodger fans fell in love with Jackie. The steal spoke volumes about Robinson, who not only had the talent to break baseballs color line but the combination of talent, temperament, and timing to hit his detractors where it hurt, on the scoreboard. (Corcoran) Jackie would not use violence to take his revenge out on other teams.Jackie inspired others by seeking out his revenge through the game of baseball. People honor Jackie Robinson till this day. On April 15, 2004 the NAACP started a tradition called Jackie Robinson Day to celebrate and remember Jackasss Major League Baseball debut. His debut with the Brooklyn Dodgers ended the eight years of baseball segregation. The Dodgers praised Jackie so much that they retired his number, which was number 42. Years later on April 15, 1997, Jackasss accomplishments were still so cherished that Major League Baseball retired the number 42 from all Major League Baseball teams.Today Jacks?s number remains to be the only number retired from all of the ML. Men and women Of all races kick up to Jackie Robinson for his courage and persistence through the battle against discrimination. He did not only contribute to breaking the color line through baseball. Jackie helped blaze the trail for the Civil Rights movement. (Degree) He also helped Martin Luther King, Jar. Raise money for his organization. Jackie Robinson never quit what he started; he showed that he was capable of making change through more than just baseball.Jackie inspired others because he displayed his grace under pressure on and off the baseball field. Jackie Robinson ability to overcome any obstacle was an inspiration to many people. After Jackie Robinsons baseball career he stated, Whatever obstacles I found made me fight all the harder. But it would have been impossible for me to fight at all, except that I was sustained by the personal and deep-rooted belief that my fight had a chance. It had a chance because it took place in a free society. Not once was forced to face and fight an immovable object. Not once was the situation so cast-iron rigid that had no chance at all.Free minds and human hearts were at work all around me; and so there was the probability f improvement. I look at my children now, and know that I must still prepare them to meet obstacles and prejudices. (Robinson) Jackie did what he did because he cared. He cared so much that is why he was capable of overcoming everything he faced. Jackasss determination to make a change inspired others to follow in his footsteps, which resulted in breaking the color barrier. In conclusion, Jackie Robinson is hero because of his ability to inspire others with his grace under pressure. He blazed the trail for integrated play in baseball.

Push-Pull Factors that Determine Population Migration

Push-Pull Factors that Determine Population Migration In geographical terms, the push-pull factors are those that drive people away from a place and draw people to a new location. A combination of push-pull factors helps determine migration or immigration of particular populations from one land to another. Push factors are often forceful, demanding that a certain person or group of people leave one country for another, or at least giving that person or people strong reasons to want to move- either because of a threat of violence or loss of financial security. Pull factors, on the other hand, are often the positive aspects of a different country that encourage people to immigrate in order to seek a better life. While it may seem that push and pull factors are diametrically opposed, they both come into play when a population or person is considering migrating to a new location. Push Factors: Reasons to Leave Any number of detrimental factors can be considered push factors, which essentially force a population or person from one country to seek refuge in another, better country. These conditions which drive people to leave their homes can include bullying, a sub-standard level of living, food, land or job scarcity, famine or drought, political or religious persecution, pollution, or even natural disasters. When this happens, it may be difficult to pick and choose a destination: speed is more important than selecting the best option for relocation. Although all push factors dont require a person to leave a country, these conditions that contribute to a person leaving are often so dire that if they do not choose to leave, they will suffer financially, emotionally or physically.  The Great Potato Famine, for example, pushed thousands of Irish families to immigrate to the United States to avoid starvation. Populations with refugee statuses are the among the most affected by push factors in a country or region. Refugee populations are often faced with genocide-like conditions in their country of origin, usually because of authoritarian governments or populations opposed to religious or ethnic groups. For example, Jews leaving Germany during the Nazi era were threatened with violent death if they remained in their home country. Pull Factors: Reasons to Migrate Pull factors are those that help a person or population determine whether relocating to a new country would provide the most benefit. These factors attract populations to a new place largely because of what the country provides that was not available to them in their country of origin. A promise of freedom from religious or political persecution, availability of career opportunities or cheap land, or abundance of food could be considered pull factors for migrating to a new country. In each of these cases, a population will have more opportunity to pursue a better life compared to its home country. Students entering universities or seeking jobs in more developed countries, for example, are likely to receive larger salaries and greater opportunities than in their countries of origin. For some individuals and groups, push and pull factors work together. This is particularly the case when push factors are relatively benign. For example, a young adult who cannot find a lucrative job in her home country may consider immigrating only if the opportunities are significantly better elsewhere.

Persuasion and Influence 1 Assignment Example | Topics and Well Written Essays - 250 words

Persuasion and Influence 1 - Assignment Example In an effort to influence and persuade, people comprehend the pros of being the first to command an order to get something back. An example is in the cosmetic industry where shoppers are encouraged to make a purchase in order to receive a gift or sample. The fact that there is a gift in exchange of a purchase compels one to buy (Hogan, 2010). The law of scarcity portends that whenever choice is limited or threatened, the need to maintain a share of that limited commodity makes us crave for it even more. When an opportunity is scarce, its value increases hence, the urge to own it. In marketing for instance, department stores use scarcity to bait consumers into an uncontrollable frenzy to shop for items brought on offer at bargain prices for a limited time only, limited shopper to a restricted number of items. They make use of deadlines, limited spaces, number or availability of stock clauses to create urgency to purchase (Pratkanis & Aronson, 1992). At a personal level, power may be applied on the basis of knowledge, technical competence and the ability to articulate ideas for others to follow. It relates to building trust and loyalty, relating well with others, communicating opinions and ideas in compelling ways, accomplishments, a charismatic style, self-confidence, enthusiasm and hard work. Words shape the thoughts, feelings and attitude towards a focused subject. The use of language and mastery of words control human behavior. For instance, in tobacco commercials, which portray the calming, soothing and comforting effect of a cigarette brand. At the end of the commercial, the negative side effects are read out quickly and de-emphasized that viewers are left with the overall positive impression. Words are positively chosen emotionally packaged to â€Å"Tame the sting† (Fahnestock, 2011). To ensure prudence in shopping, it is essential to purchase or acquire products on a need be basis. It is also necessary to

'The employment relationships is based on a contract entered into by Essay

'The employment relationships is based on a contract entered into by equal parties but it is in fact a relationship characterised by parties with unequal power' - Essay Example While employment and the process of working for a particular employer may be defined in legal terms with contract documents and legal definitions which try to be as exact as possible, it is the psychological contract between the employer and the employee which is difficult to define and creates the inequality in the relationship. Any company would like to keep individuals working for the company engaged and motivated in their work. However, the process of engaging individuals as well as providing the motivation to all concerned parties is not an easy one (Vance, 2006). Establishing the psychological contract requires careful management, an understanding of what motivates certain individuals and understanding the work-life balance which prevents employees from burning out (Erdogan, 2005). These responsibilities may be considered as a part of the equation on the side of the employer but then dedication and devotion must also be offered from the employee to create a balanced psychological contract. There are several examples of companies employing effective policies and others where the policies may not be that effective and these can be discussed in the light of theoretical analysis to show how company policies can influence the employment relationship with a view to the psychological contract. Robinson and Rousseau (1994) suggest that the psychological contract is significant for all sides of the employment contract and those employees who are given employment with the company always hope to obtain more benefits from their employment in future. As per the meaning of the term the psychological contract is the implicit contract of various understandings between the company and the workers as they relate to both the expectations of the employees and the obligations of the employer (Emott, 2006). For example, as reported by Welch (2005), when employees are heavily rewarded for high performance

Risk Management and Security Threat Essay Example | Topics and Well Written Essays - 500 words - 39

Risk Management and Security Threat - Essay Example The Department of Veterans Affairs has incorporated security measures into its risk management framework. In order to cater for program risk, the department has employed security experts who are competent enough to manage programs and risks associated with them. The department has also improved their detection systems as well as employing security measures such as the use of strong passwords. One of the measures to cover institutional risk in the risk management framework is diversification of products and benefits to veterans (SOPHOS, 2014). There exist some differences between the three reports. One difference is their content. One report is about the threats that come about with new technology platforms while the other is about the evolution of malware to becoming smarter, shadier and stealthier. This happens when the malware authors develop more effective malware that can easily camouflage and go undetected by program users and owners. The second difference is that one report, the later report of 2014, is about the advancements made by malware developers and how malware has developed dangerously. The 2013 report is about how development and advancements in technology have opened up new opportunities for malware developers. This difference sensitizes web users that virtually all the internet segments are under risk. The third difference is that the 2013 report mentions android as one of the prime targets of malware and paints a picture that Android is highly vulnerable while the 2014 report mentions the advancements ma de in malware that is targeted at Android operating systems. This is significant in sensitizing users on the potential threats to Android that exist. (SOPHOS, 2013). The key threats should be addressed by developing more and better solutions to software security. This is because efforts against security threats can only be successful if the efforts are well ahead of the threats. The government should initiate programs that will encourage growth and development of antimalware. Professionals need to get smarter by the day.

Environmental Issues in the Car Industry

Environmental Issues in the Car Industry What are the environmental issues facing the future of the European car industry? Abstract This paper looks at the issues facing the European car industry with regard to environmental issues. This is done by looking at past and present published material that revolves around the subject matter under specified themes. Theoretical perspectives within the European business environment such as pestle, models of market structure, profit maximisation, sources of finance, market segmentation, branding strategy, European business and its effects on the environment are all explained in relation to their relevance of environmental issues. These theoretical themes are used because they all act as a catalyst to the subject matter of the problems caused by cars which are not fuel efficient or less pollutant within Europe. In addition, a recently published paper on the directive for labelling on cars with regard to CO2 emissions, awareness of consumers, and fuel efficiency types in the European Union is used as empirical evidence to support ones findings as there was a shortage of time to carry out one. Finally a critical review of matches and miss-matches is used to compare and contrast similarities between the theoretical perspectives identified to prove the latter mentioned and the empirical evidence gathered for this paper, so as to forge a way forward for the European Car Industry. Chapter 1: A Brief History of The Car Industry Introduction The European Car Industry is one that has come of age. From its early beginnings over 100 years ago, it is beginning to show signs of struggling in today’s modern society. This has come about due to the new challenges that the industry is facing in the new millennium. Issues such as air pollution, congestion, traffic jams etc., are all factors that have made the car industry rethink its goals, objectives, its marketing, and the consequences that are not foreseen. As a whole the car industry makes nearly 60 million cars and trucks every year, and employs millions of people around the world. Average profit margins have declined from 20 present or more in its hey days of the1920’s to around 10 present in the 1960’s and less than 5 present in this present day, infect some volume car makers such as Fiat, Ford, and Vauxhall, have actually been losing money. It can be stated that over century ago the car industry feasibly invented modern industrial capitalism. In the Economist (2004) the car started life in Germany and early development of the industry began in France (hence the word automobile, a French word) in the 1900’s, but it was in America that the car industry came of age with the Henry Ford T-Model of mass production which started in Chicago round about the same period(1900’s). In the 1920’s Alfred Sloan’s ideas of running General Motors provided the model for the great corporations that grew up to dominate the second half of the 20th century. General Motors soon swept past Ford as Alfred Sloan revolutionized the young car industry, and Ford never regained the dominance it enjoyed in its infancy days of mass production. The car industry can be said to be ahead of its time in many respects. For example, in ‘planned obsolescence, which is the frequent changes in design and style that tempted customers to switch to a newer model every year or so. In the 1970’s when the oil price quadrupled, the industry found itself under attack from environmentalists outraged by its products gas consuming and exhuming nature, (air pollution, etc.). It was also the first industry to come under government scrutiny, from safety concerns to environmental issues to antitrust worries in the days when General Motors had 60 present of its domestic market and could shut out competitors with a few well-chosen price cuts. However, when small economical and reliable Japanese Cars started to eat into Detroit’s market share, the American government imposed restraints on those imports. Soon afterwards, theca industry in Europe came under the same similar pressures and followed suit. Due to the sporadic recognition and existence as a pillar of industrial capitalism, the car industry also found itself at the mercy of trade unions in the 1920’s and 1930’s. Its workers increasingly pushed for trade unionisation in which a times the car factories in the Detroit area, the British Midlands, in Frankfurt, Germany, and the huge plants around Paris were the main battleground of the Class war. Although today trade union membership is still as high as ever, the power they wielded in the 1920’s to 1970’s has diminished immensely. Today, the motor car is the epitome of mass production, mass marketing and mass consumption, with some of the strongest brands in the world. For most households in rich countries, it is the second-biggest purchase after a house or flat, which makes the industry a pillar of modern industrial capitalism as earlier mentioned. Few other consumer goods industries depend so heavily on second hand market for their products. Now, understanding how the European Car Industry operates and the many pressures that it faces is essential to an understanding of the predicament the UK car buyers currently faces. Around 70 present of new cars sold in the UK are imported, with the great majority of these imports coming from the rest of Europe. The UK market is intrinsically tied into the pattern of car making and distribution across Europe. Thus the behaviour of the UK motor industry towards both its retailing and service partners and towards consumers is part of the wider behaviour of the European Car Industry. The industry can be said to be mature one. In virtually every country of North West Europe, the density of car ownership has almost reached its practical maximum. There are some opportunities for growth left in Southern and Central Europe, but they will be largely used up in the next few years. Following on, the consequences of mass production, and a slow introduction of cars that run on synthetic or alternative fuels has led to a rapid increase in environmental pollution, CO2 emissions, traffic jams, congestion, and human related diseases such as lung cancer, all of which are serious environmental issues, which the European Car Industry have found itself slow to adapt, change, amend and implement to the betterment of the wider society. This has led to directives and committees from the European Union to be setup to tackle the issued mentioned above and the latter. With this in mind a review of existing material that has been published in the press and journals will now be critically analysed. Chapter 2: Existing Literature Reviewed The need to galvanise and understand the unforeseen circumstances of mass car production and environmental issues in the European Union has been stressed by researchers for more than three decades. According to the Europa (2005), the EU is the largest automotive production region (34%) in the world and the industry comprises 7.5% of the manufacturing sector in the union. Direct employment by the automotive industry stands at about two million employees, while the total employment effect (direct and indirect) is estimated to be about ten million. It also adds that since the year 2001, the motor vehicle production has decreased in the European Union, from 17.2 million units in 2001 to 16.9 million units in 2002. The decline continued into2003, with 70,000 motor vehicles less being produced, compared to2002. This decline is due to the worsening of the macro-economic situation where consumer demand has been decreasing. Lagunas (2005)correlates with this by stating that motor vehicles have become the prime means of personal and commercial mobility in today’s world. Growing prosperity has led to a spectacular rise in car use, phenomenon being repeated in the new member states which joined the Union in 2004. In China and other booming countries with looser anti-pollution rules than the EU, trends show major increases in private transportation. This success has generated serious concerns about the environmental effects of vehicle use, in particular traffic congestion, air pollution, traffic-related diseases, and noise. In addition Lagunas (2005) states that these concerns have led the EU to formulate the objective of decoupling economic growth from transport growth. The EU has come up with legislation and initiatives to drive the change towards cleaner cars while promoting sustainable transport modes and model shift. It goes on to state that the interest in cleaner, less polluting vehicles and fuel has grown rapidly in recent years. Emissions from petrol and diesel engines have been significantly reduced in the last decade, driven mainly by European legislation and will continue to be reduced. In elaboration Lagunas(2005) states that in the EU, almost 40 present of the transport sector’s CO2 emissions are produced by the use of private cars in cities, CO2 emissions are damaging the environment and contributing to climate change; both petrol and diesel engines have their good and bedsides as regards emissions; engines working with diesel fuel emit lessCO2 than the ones working with petrol; on the other hand diesel engines are releasing more cancer causing particles in the air. Air pollution caused by car emissions has health impacts; problems include aggravation of respiratory and cardio-vascular diseases, asthma, and decreased lung functions. Gartner (2005) also argues that the effectiveness of the directive made by the EU relating to the availability of consumer information on fuel economy and CO2 emissions has been successful and gained momentum in some European countries but not all. Reasons being consumers lack awareness of fuel economy and environmental impacts of fuels as well as available information tools, in which one of the possibly ways to tackle this as stated by Gartner(2005) was to increase consumers awareness by standard equipment of new cars with fuel consumption indicators or cruise control. In addition Gartner (2005) argues that fuel economy and environmental impact are in general no major factor in vehicle purchase decisions and fuel consumption is mostly only important because of the cost, but not to environmental issues. ACNielsen (2005) agrees with this by saying when it comes to what influences consumer’s choice of car brand, manufacturers of luxury vehicles may be surprised to learn that image and prestige do not appear to be a top priority, in which engine size and environmentally friendly cars are regarded as the least important features to the Europeans when it comes to buying a car. Interest; however is growing slowing with a greater awareness of climate change and CO2 emission issues. Gartner (2005) also states that general awareness of label, poster/display and guide on CO2 emissions and fuel efficiency on cars is quite small and most of the information tools are not regarded as very informative or effective, although it can be said that this varies f rom one EU country to another. For example, in Austria, the label is regarded as the most informative and efficient element, compared to teak where the label was not assessed as effective in detail. In an article by the BBC (2002) it was argued that there are five major groups of car manufacturers in the world, they are General Motors, Ford, DaimlerChrysler Benz, Toyota, and Volkswagen. Of these only Toyota relies on one global brand name. All the others have a web of subsidiaries spanning the world. We must understand that the real reason why the car manufacturing firms are in business is to make money and maintain their prestige as a world class car manufacturer. To do this means they (car manufacturers) will have to constantly roll-out new models, with better gadgets, with performance and style. That is why, as Madsen (2002) argues, Volkswagen launched its luxury car, ‘the Phaeton’ to compete against the Audi, Bentley, Bugatti, and Lamborghini brands. This initiative was and is deemed as a risky push by the Group. However, the Chairman of the group Rd. Bernd Pischetsrieder argues that success would not be measured by sales volumes that the key was to enhance the Volkswagen brand. It was also argued by critics from within and outside the firm that the launch of the Phaeton, delayed the launch of the Audi, which is a car from within the group. However, he was quick to mute the negative by stating that possibly, the dealers learn to be a bit quicker and not to find the competitor in-house but out-house, and this will help the business; adding it is the engineers and marketers of the Audi brand that have the serious challenge of making sure that the brand does well. With this type of attitude within car firms it shows that environmental issues are the least likely concern within the European Car Industry. In the UK, white paper by DETR (2002) stated that many towns and cities suffer from traffic jams and polluted streets and as a result, are less attractive places in which to live and do business. Reducing the negative impacts of traffic on the quality of people’s lives is a key element of improving the urban environment, as set out in the government’s recent urban white paper. Adding that emissions of air pollutants arising from road traffic are set to decline over the period to 2010 as a result of improvement s in vehicle technology and fuel quality, but are forecast to begin rising again beyond 2010 due to increased traffic growth. Indirectly, an increase in car sales that are not fuel efficient means more air pollution, increased traffic jams, and lung cancer. However, in Europe the car market has become largely a market for replacement vehicles within a largely static market rather than one driven by a growing buyer base, Consumer association (2000). In addition, the market is crowded with over 40 marques and 250 models on offer and major product innovation is rare and rapidly imitated. Notwithstanding, product branding activity is intense and advertising spends are large and directed at creating a sense of differentiation. In another article by the BBC (2002) it was argued that in the UK, car prices were still too high and one of the major reasons for this was the ‘block exemption’, which allows network of national or regional dealers selected by car manufacturers, to flourish. However, this (block exempt) has now been abolished byte European parliament. In another article by the BBC (2002), it was argued that the number of car manufacturing companies had shut down due to the fall in export demand owing to the euros weakness against the pound; this is in relation to the fact that 70% of cars driven on Roads are European Imports. In the Economist (2004), it was argued that out of the world’s top 17 car compani es, only half were earning more than the cost of their capital. The value creators in Europe were Porsche, the Mercedes bit of DaimlerChrysler, BMW, and Peugeot. In Asia, Toyota, Nissan, Honda, Hyundai, and Kia made the cut. But America’s big three GM, Ford, and Chrysler, were all in the value destruction group, along with Renault, Fiat, Mazda, Mitsubishi, and. In the same article GM’s boss argues that the Japanese government is providing indirect aid to the country’s car companies by holding down the yen, thereby lowering their costs of producing export models and parts for the American assembly plants and also in Europe. American and European manufacturers maintain that the Japanese do this solely to boost their exports; but it can be stated that the real reason for the Japanese government of implementing such a policy may have been to head off deflation and revive the domestic Japanese economy. In another article by Europa (2005) Verheugen, the vice-president of the European Commission responsible for Enterprise and Industry argues that a legal framework will need to be created via CARS 21 High level group, in which the overall objective is to make recommendations for the short, medium and long-term public policy and regulatory framework for the car industry that enhances its global competitiveness as well as employment, while sustaining further progress in safety and environmental performance at a price affordable to the customer. Corby (2005) also argues that the environmental performance of cars has been improved dramatically over the past decade. New cars have become more fuel efficient and they emit less toxic emissions than cars in the 1970’s, adding that environmental innovation is essential for the sustainability and competitiveness of the European car industry. The previous mentioned shows that great changes are being made in the European Car Industry with regard to environmental issues. In a press release by the Auto Industry (2003), it was argued that new car average CO2 emissions fell to 174.2 g/CO2per km in 2002, 8.2 present down on the 1997 baseline and 1.9 present below the 2001 average. The rise of the superman in the UK over recent years has helped to lower average CO2 emissions through the wider appeal of smaller cars. In the same article, it was stated that Diesel fuelled cars have been a significant influence on the reduction in average CO2 emissions. Diesel models took a record 23.5 present share of the UK market in 2002, with demand up 38 present. In another published article by Lagunas (2005), it was suggested that the average new car in the EU – 15 was releasing almost 12% less CO2 in 2003 than it did in 1995, however pressure was growing, especially from Berlin, to push automakers to make further cuts. In the same article, the German Advisory Council on the Environment (SRU), a government body, blamed the European commission for allowing car makers to exceed limit values for particulate matter (pm) and CO2. It criticizes the industry’s voluntary target to reduce emissions to 120 g/km by 2012 as being too modest, saying a target of 100g/km is achievable by that date. It therefore, proposes an ‘innovation forcing strategy’ to push carmakers embarking on the global competitive race for improved environmental performance of vehicles. Balzac (1998) adds to the furore that because the Yen is one of the leading international currencies, solving the problem (devaluation of Yen) requires international answers. In the same article, as the Car industry is considered one of the key industries in Japan and Europe, a devaluation of the Yen directly affects the European Car Industry. As mentioned in the latter sections a devaluation of the Yen enables Japanese car manufacturers to sell their cars at much lower affordable prices to potential customers in Europe, and North America, in which the European Car Industry would suffer the most due to a high value of the currencies within the European Union member states. With all this in mind, the remainder of this paper proceeds as follows: Chapter 3: Theoretical Perspectives on the European Business Environment  and Marketing Chapter 4: Empirical Evidence. Chapter 5: Critical analysis of Theoretical perspectives and empirical evidence Chapter 6: Summary and Conclusion. Chapter 3: Theoretical Perspectives On The European Business Environment and Marketing In order to have a clear understanding of the concept of the business environment within Europe and the marketing of the car industry, we will first need to identify the meaning of the terminologies. European business is a generic term which describes Avery wide variety of agricultural, industrial and service activities undertaken by a large number of different organisations across the continent of Europe. Examples of European business might include: Privatised telecommunications companies such as Deutsche Telekom; a French recording company based in a converted barn in Normandy, France; a farm in Eastern England, highly mechanised and engaged in agribusiness; a transnational organisation such as the German car producer Volkswagen, with factories in Germany (VW and Audi), Spain (Seat), the Czech Republic (Skoda) and the UK (Bentley) etc. European business may be run by one person or it may be a small private company. Alternatively it may be a large organisation employing thousands of people, with assets worth hundreds of millions of euros and based in many different European countries. The European business environment refers to the conditions within which European businesses operate. Typically it involves a number of different interacting forces which shape the environment, and thus how a business formulates its long-term strategy, its tactics and its daily operations within this environment. These factors may include political, economic, social, cultural, religious and linguistic forces. Now, marketing is the social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Kilter et al. (2005). For example, important terms such as needs, wants, and demands; products and services; value, satisfaction and quality; exchange, transactions and relationship; and markets are all core marketing concepts which are linked, with each concept building on the one before it. Each part of the marketing definition defines what marketing is and how it is practised. With this in mind we can now move on to discuss about the theoretical concepts used in the understanding of the business environment and marketing of the European car industry. There are several important conceptual frameworks that are used for understanding the environmental impacts of the European car industry. The ones used in this paper are: †¢ PESTLE †¢ Models of Market Structure †¢ Profit Maximisation †¢ Sources of Finance †¢ Market segmentation †¢ Branding strategy †¢ The European Business and the environment 3.1 PESTLE This means, Political factors influencing a business environment; Economic factors; Sociological influences; Technological influences; Legal factors; and Environmental/ethical issues. This framework issued to analyse the European business environment. 3.1.1 Political The political beliefs of governments and the policies they implement to pursue them have a major impact on the European business environment. This is both in their own right and also through other policies, such as economic ones; hence the re-emergence of political economy in recent years. Additionally, other political philosophies may also have an impact on EU society and hence on the business environment. In the extreme case the economic policies pursued by the former Soviet bloc, with its emphasis on central planning, clearly had massive impact on the ownership, organisational structure, operations and lack of profitability of government-owned European businesses operating in this area. Similarly, the UK Thatcher governments of the1980s created a business environment of entrepreneurship which was largely shaped by the political beliefs of Margaret Thatcher and her close advisors, which subsequently influenced other countries in Europe 3.1.2 Economic The economic policies pursued by EU governments clearly have significant influence on the environment within which European businesses operate. Since the signing of the Treaty of Maastricht was completed in 1993 EU currency (SEC), formerly called the European currency unit (ecru) but now known as the euro, as part of the moves to Economic and Monetary Union (EMU). The commitment by EU governments to meet the Maastricht convergence criteria, as a precondition for acceptance to the first wave of membership of the single European currency, has obliged them to demonstrate fiscal restraint to meet the criteria relating to budget deficit (not to exceed 3 present of the country’s gross domestic product or GDP) and national debt (not to exceed 60 present of GDP). The purpose of the convergence criteria, as their name suggest, is to converge potential members’ economies to broadly similar levels in terms of the rate of inflation, the level of long-run interest rates, and the stability of their exchange rates and, as noted, government debt. In addition the ability of countries to converge to a common position in their business cycles, in practice to converge their business cycles with that of Germany’s as the leading Economy. In practice the problems of non-convergence were demonstrated in the early 1990s when Germany raised its interest rates to counter inflationary pressures. These had resulted from borrowing to fund major expenditure in Eastern Germany to redevelop the infrastructure and productive capacity after the collapse of the communist regime of the former East Germany. 3.1.3 Sociological This is examined in three broad areas: culture, language and religion. Culture: The fact that the British have a totally private sense of distance. This is most visibly seen in the shared pretence that Britain is a lonely island in the middle of an empty green sea. Culture has been described as ‘the way we do things round here’. In this sense it may be viewed as the inherent values, attitudes, social conventions and mores of a nation. In most cases these are transmitted from one generation to another, usually through the family. Increasingly, however, culture is modified by education, the media and peer influences as the pace of change accelerates in modern society. Cultural differences contribute to the diversity of the people who live in Europe and hence are an enriching experience. Cultural differences can also create barriers, however, which in turn have significant implications for European Businesses since, if they are to succeed another than their domestic market, these differences must be taken into account. Examples of cultural differences are: the business organisation, in Germany businesses are rigid in their approach and expect everything to be done through proper bureaucratic channels with full technical detail provided. In contrast, British firms involved in collaborative ventures, or who have opened subsidiary companies in Germany, are more casual and relaxed enabling them to be more flexible when sudden response is needed to market change. This difference in operational philosophy can cause problems. Class is also a major factor in determining social attitudes in the business environment, particularly in the UK but also in other parts of Europe. In contrast, in less class-divisive societies such as Denmark, Sweden, and Norway attitudes may be quite different, people such as senior managers secretaries are regarded as important people in the organisation, whereas in the previously mentioned countries this would not be so tithe same extent. Business attitudes to delivery dates are also important. European businesses operating in Germany soon find that when they promise a delivery date for a new product consumers expect it in the shops on that day, not several weeks later Firms who slack on this simple rule find themselves bombarded with telephone calls-mails, and letters. In contrast, in Spain and Greece attitudes are much more causal in this respect; the personal appearance and behaviour, the French place much emphasis on establishing personal contact in business dealings and expect the people they deal with to have style. The Spanish believe in the importance of being smartly but conservatively dressed and demonstrating worldly knowledge, for example of good cuisine and wine; these are important issues when dining out, attending trade delegation receptions and so on, where business contacts are made. Scandinavians in contrast are much more casual in their dress; Cultural training programmes, these differences have implications for the training policies adopted by companies; some European businesses are now adopting recruitment policies where new employees are expected not only to have fluency in more than one language, but also to demonstrate some cross-cultural knowledge. Language: In the EU there are currently 13 EU official languages and another 35 territorial minority languages, which include Basque, Breton, Catalan, Cornish, Frisian, Galician, Letzeburgesh, Irish Gaelic, Occitan, Slovene, and Welsh. Language above all else defines group of people as distinct from all others in Europe, since it also implies culture, inherited knowledge and beliefs and terms of reference and thought specific to that group alone. In that sense there is therefore an overlap with the above. Different languages and dialects as a whole all create market differences. Religion: In the traditional Catholic countries of Europe, particularly Eire, Italy, Poland and Spain, the impact of formal organised religion on society and hence business is very important. Past controls on the sale of contraceptives in Eire are one such example. In Poland the Catholic Church has a vital role to play in the political scene with all parties having a commitment to Christian values in their policies. As a whole, businesses in Europe must bearing that increasingly the EU is becoming a society of many faiths. Certainly the large number of Jews resident in Europe has always been obvious. Now however many Muslims have entered EU countries and their religious and moral susceptibilities must also be heeded as much as another religion. 3.1.4 Technological Clearly technology has had a major impact on the European business environment, particularly information technology. The impact of its use will be so pervasive as to be hard to imagine life without it. This ranges from autopilots on aeroplanes to computer-controlled traffic management systems in our cities; from computer-controlled robots on factory assembly lines to screen trading in stock and foreign exchange markets; from the growth of consumer purchases via the internet to the use of e-mail rather than conventional letters or faxes. In this sense Bill Gates of Microsoft has argued that the internet will in effect act as a market-maker, bringing together buyers and sellers with minimum friction, and not just for goods and services but also in the Labour market. In 1994 the EU setup a first policy framework for the EU information society. These proposed initiatives to regulate the information society: it sought to bring together all those involved in creating networks, applying information technology and establishing the basic services; and it sought to raise public awareness about information technology. Most of these have now been implemented or are in the process of being implemented. This has had significant implications for European businesses by shaping the environment within which they operate. 3.1.5 Legal Inevitably legal systems can differ significantly from European country to country both in terms of their content and how they are interpreted. At the one extreme in Russia, transformation has required work, in the 1990s, to develop a legal system to come to terms with the concepts of private property (particularly ownership of land) and the legal existence of private and public limited companies with the ability to hire and dismiss labour, enter into contracts, buy, own and sell assets and so forth. At the other extreme, in the EU, Union legislation applies to all member countries and is establishing elements of a common legal framework for all, even though individual countries still, of course, have their own laws. This is based on key treaties, such as, the Treaty of Rom 1957, the Single European Act1987, the Maastricht Treaty 1993, and so forth. All these treaties will directly affect European Businesses. The main influences of country’s legal system on a business are through their impact on the business’s marketing mix and the laws affecting competition. For the most legal systems are based on civil law that is detailed rules and regulations which are strictly interpreted. In the UK, in contrast, the legal system is based on common law which is determined by past precedent and is more flexible in its interpretation. In terms of marketing a product EU countries tend to be more regulated because the Environmental Issues in the Car Industry Environmental Issues in the Car Industry What are the environmental issues facing the future of the European car industry? Abstract This paper looks at the issues facing the European car industry with regard to environmental issues. This is done by looking at past and present published material that revolves around the subject matter under specified themes. Theoretical perspectives within the European business environment such as pestle, models of market structure, profit maximisation, sources of finance, market segmentation, branding strategy, European business and its effects on the environment are all explained in relation to their relevance of environmental issues. These theoretical themes are used because they all act as a catalyst to the subject matter of the problems caused by cars which are not fuel efficient or less pollutant within Europe. In addition, a recently published paper on the directive for labelling on cars with regard to CO2 emissions, awareness of consumers, and fuel efficiency types in the European Union is used as empirical evidence to support ones findings as there was a shortage of time to carry out one. Finally a critical review of matches and miss-matches is used to compare and contrast similarities between the theoretical perspectives identified to prove the latter mentioned and the empirical evidence gathered for this paper, so as to forge a way forward for the European Car Industry. Chapter 1: A Brief History of The Car Industry Introduction The European Car Industry is one that has come of age. From its early beginnings over 100 years ago, it is beginning to show signs of struggling in today’s modern society. This has come about due to the new challenges that the industry is facing in the new millennium. Issues such as air pollution, congestion, traffic jams etc., are all factors that have made the car industry rethink its goals, objectives, its marketing, and the consequences that are not foreseen. As a whole the car industry makes nearly 60 million cars and trucks every year, and employs millions of people around the world. Average profit margins have declined from 20 present or more in its hey days of the1920’s to around 10 present in the 1960’s and less than 5 present in this present day, infect some volume car makers such as Fiat, Ford, and Vauxhall, have actually been losing money. It can be stated that over century ago the car industry feasibly invented modern industrial capitalism. In the Economist (2004) the car started life in Germany and early development of the industry began in France (hence the word automobile, a French word) in the 1900’s, but it was in America that the car industry came of age with the Henry Ford T-Model of mass production which started in Chicago round about the same period(1900’s). In the 1920’s Alfred Sloan’s ideas of running General Motors provided the model for the great corporations that grew up to dominate the second half of the 20th century. General Motors soon swept past Ford as Alfred Sloan revolutionized the young car industry, and Ford never regained the dominance it enjoyed in its infancy days of mass production. The car industry can be said to be ahead of its time in many respects. For example, in ‘planned obsolescence, which is the frequent changes in design and style that tempted customers to switch to a newer model every year or so. In the 1970’s when the oil price quadrupled, the industry found itself under attack from environmentalists outraged by its products gas consuming and exhuming nature, (air pollution, etc.). It was also the first industry to come under government scrutiny, from safety concerns to environmental issues to antitrust worries in the days when General Motors had 60 present of its domestic market and could shut out competitors with a few well-chosen price cuts. However, when small economical and reliable Japanese Cars started to eat into Detroit’s market share, the American government imposed restraints on those imports. Soon afterwards, theca industry in Europe came under the same similar pressures and followed suit. Due to the sporadic recognition and existence as a pillar of industrial capitalism, the car industry also found itself at the mercy of trade unions in the 1920’s and 1930’s. Its workers increasingly pushed for trade unionisation in which a times the car factories in the Detroit area, the British Midlands, in Frankfurt, Germany, and the huge plants around Paris were the main battleground of the Class war. Although today trade union membership is still as high as ever, the power they wielded in the 1920’s to 1970’s has diminished immensely. Today, the motor car is the epitome of mass production, mass marketing and mass consumption, with some of the strongest brands in the world. For most households in rich countries, it is the second-biggest purchase after a house or flat, which makes the industry a pillar of modern industrial capitalism as earlier mentioned. Few other consumer goods industries depend so heavily on second hand market for their products. Now, understanding how the European Car Industry operates and the many pressures that it faces is essential to an understanding of the predicament the UK car buyers currently faces. Around 70 present of new cars sold in the UK are imported, with the great majority of these imports coming from the rest of Europe. The UK market is intrinsically tied into the pattern of car making and distribution across Europe. Thus the behaviour of the UK motor industry towards both its retailing and service partners and towards consumers is part of the wider behaviour of the European Car Industry. The industry can be said to be mature one. In virtually every country of North West Europe, the density of car ownership has almost reached its practical maximum. There are some opportunities for growth left in Southern and Central Europe, but they will be largely used up in the next few years. Following on, the consequences of mass production, and a slow introduction of cars that run on synthetic or alternative fuels has led to a rapid increase in environmental pollution, CO2 emissions, traffic jams, congestion, and human related diseases such as lung cancer, all of which are serious environmental issues, which the European Car Industry have found itself slow to adapt, change, amend and implement to the betterment of the wider society. This has led to directives and committees from the European Union to be setup to tackle the issued mentioned above and the latter. With this in mind a review of existing material that has been published in the press and journals will now be critically analysed. Chapter 2: Existing Literature Reviewed The need to galvanise and understand the unforeseen circumstances of mass car production and environmental issues in the European Union has been stressed by researchers for more than three decades. According to the Europa (2005), the EU is the largest automotive production region (34%) in the world and the industry comprises 7.5% of the manufacturing sector in the union. Direct employment by the automotive industry stands at about two million employees, while the total employment effect (direct and indirect) is estimated to be about ten million. It also adds that since the year 2001, the motor vehicle production has decreased in the European Union, from 17.2 million units in 2001 to 16.9 million units in 2002. The decline continued into2003, with 70,000 motor vehicles less being produced, compared to2002. This decline is due to the worsening of the macro-economic situation where consumer demand has been decreasing. Lagunas (2005)correlates with this by stating that motor vehicles have become the prime means of personal and commercial mobility in today’s world. Growing prosperity has led to a spectacular rise in car use, phenomenon being repeated in the new member states which joined the Union in 2004. In China and other booming countries with looser anti-pollution rules than the EU, trends show major increases in private transportation. This success has generated serious concerns about the environmental effects of vehicle use, in particular traffic congestion, air pollution, traffic-related diseases, and noise. In addition Lagunas (2005) states that these concerns have led the EU to formulate the objective of decoupling economic growth from transport growth. The EU has come up with legislation and initiatives to drive the change towards cleaner cars while promoting sustainable transport modes and model shift. It goes on to state that the interest in cleaner, less polluting vehicles and fuel has grown rapidly in recent years. Emissions from petrol and diesel engines have been significantly reduced in the last decade, driven mainly by European legislation and will continue to be reduced. In elaboration Lagunas(2005) states that in the EU, almost 40 present of the transport sector’s CO2 emissions are produced by the use of private cars in cities, CO2 emissions are damaging the environment and contributing to climate change; both petrol and diesel engines have their good and bedsides as regards emissions; engines working with diesel fuel emit lessCO2 than the ones working with petrol; on the other hand diesel engines are releasing more cancer causing particles in the air. Air pollution caused by car emissions has health impacts; problems include aggravation of respiratory and cardio-vascular diseases, asthma, and decreased lung functions. Gartner (2005) also argues that the effectiveness of the directive made by the EU relating to the availability of consumer information on fuel economy and CO2 emissions has been successful and gained momentum in some European countries but not all. Reasons being consumers lack awareness of fuel economy and environmental impacts of fuels as well as available information tools, in which one of the possibly ways to tackle this as stated by Gartner(2005) was to increase consumers awareness by standard equipment of new cars with fuel consumption indicators or cruise control. In addition Gartner (2005) argues that fuel economy and environmental impact are in general no major factor in vehicle purchase decisions and fuel consumption is mostly only important because of the cost, but not to environmental issues. ACNielsen (2005) agrees with this by saying when it comes to what influences consumer’s choice of car brand, manufacturers of luxury vehicles may be surprised to learn that image and prestige do not appear to be a top priority, in which engine size and environmentally friendly cars are regarded as the least important features to the Europeans when it comes to buying a car. Interest; however is growing slowing with a greater awareness of climate change and CO2 emission issues. Gartner (2005) also states that general awareness of label, poster/display and guide on CO2 emissions and fuel efficiency on cars is quite small and most of the information tools are not regarded as very informative or effective, although it can be said that this varies f rom one EU country to another. For example, in Austria, the label is regarded as the most informative and efficient element, compared to teak where the label was not assessed as effective in detail. In an article by the BBC (2002) it was argued that there are five major groups of car manufacturers in the world, they are General Motors, Ford, DaimlerChrysler Benz, Toyota, and Volkswagen. Of these only Toyota relies on one global brand name. All the others have a web of subsidiaries spanning the world. We must understand that the real reason why the car manufacturing firms are in business is to make money and maintain their prestige as a world class car manufacturer. To do this means they (car manufacturers) will have to constantly roll-out new models, with better gadgets, with performance and style. That is why, as Madsen (2002) argues, Volkswagen launched its luxury car, ‘the Phaeton’ to compete against the Audi, Bentley, Bugatti, and Lamborghini brands. This initiative was and is deemed as a risky push by the Group. However, the Chairman of the group Rd. Bernd Pischetsrieder argues that success would not be measured by sales volumes that the key was to enhance the Volkswagen brand. It was also argued by critics from within and outside the firm that the launch of the Phaeton, delayed the launch of the Audi, which is a car from within the group. However, he was quick to mute the negative by stating that possibly, the dealers learn to be a bit quicker and not to find the competitor in-house but out-house, and this will help the business; adding it is the engineers and marketers of the Audi brand that have the serious challenge of making sure that the brand does well. With this type of attitude within car firms it shows that environmental issues are the least likely concern within the European Car Industry. In the UK, white paper by DETR (2002) stated that many towns and cities suffer from traffic jams and polluted streets and as a result, are less attractive places in which to live and do business. Reducing the negative impacts of traffic on the quality of people’s lives is a key element of improving the urban environment, as set out in the government’s recent urban white paper. Adding that emissions of air pollutants arising from road traffic are set to decline over the period to 2010 as a result of improvement s in vehicle technology and fuel quality, but are forecast to begin rising again beyond 2010 due to increased traffic growth. Indirectly, an increase in car sales that are not fuel efficient means more air pollution, increased traffic jams, and lung cancer. However, in Europe the car market has become largely a market for replacement vehicles within a largely static market rather than one driven by a growing buyer base, Consumer association (2000). In addition, the market is crowded with over 40 marques and 250 models on offer and major product innovation is rare and rapidly imitated. Notwithstanding, product branding activity is intense and advertising spends are large and directed at creating a sense of differentiation. In another article by the BBC (2002) it was argued that in the UK, car prices were still too high and one of the major reasons for this was the ‘block exemption’, which allows network of national or regional dealers selected by car manufacturers, to flourish. However, this (block exempt) has now been abolished byte European parliament. In another article by the BBC (2002), it was argued that the number of car manufacturing companies had shut down due to the fall in export demand owing to the euros weakness against the pound; this is in relation to the fact that 70% of cars driven on Roads are European Imports. In the Economist (2004), it was argued that out of the world’s top 17 car compani es, only half were earning more than the cost of their capital. The value creators in Europe were Porsche, the Mercedes bit of DaimlerChrysler, BMW, and Peugeot. In Asia, Toyota, Nissan, Honda, Hyundai, and Kia made the cut. But America’s big three GM, Ford, and Chrysler, were all in the value destruction group, along with Renault, Fiat, Mazda, Mitsubishi, and. In the same article GM’s boss argues that the Japanese government is providing indirect aid to the country’s car companies by holding down the yen, thereby lowering their costs of producing export models and parts for the American assembly plants and also in Europe. American and European manufacturers maintain that the Japanese do this solely to boost their exports; but it can be stated that the real reason for the Japanese government of implementing such a policy may have been to head off deflation and revive the domestic Japanese economy. In another article by Europa (2005) Verheugen, the vice-president of the European Commission responsible for Enterprise and Industry argues that a legal framework will need to be created via CARS 21 High level group, in which the overall objective is to make recommendations for the short, medium and long-term public policy and regulatory framework for the car industry that enhances its global competitiveness as well as employment, while sustaining further progress in safety and environmental performance at a price affordable to the customer. Corby (2005) also argues that the environmental performance of cars has been improved dramatically over the past decade. New cars have become more fuel efficient and they emit less toxic emissions than cars in the 1970’s, adding that environmental innovation is essential for the sustainability and competitiveness of the European car industry. The previous mentioned shows that great changes are being made in the European Car Industry with regard to environmental issues. In a press release by the Auto Industry (2003), it was argued that new car average CO2 emissions fell to 174.2 g/CO2per km in 2002, 8.2 present down on the 1997 baseline and 1.9 present below the 2001 average. The rise of the superman in the UK over recent years has helped to lower average CO2 emissions through the wider appeal of smaller cars. In the same article, it was stated that Diesel fuelled cars have been a significant influence on the reduction in average CO2 emissions. Diesel models took a record 23.5 present share of the UK market in 2002, with demand up 38 present. In another published article by Lagunas (2005), it was suggested that the average new car in the EU – 15 was releasing almost 12% less CO2 in 2003 than it did in 1995, however pressure was growing, especially from Berlin, to push automakers to make further cuts. In the same article, the German Advisory Council on the Environment (SRU), a government body, blamed the European commission for allowing car makers to exceed limit values for particulate matter (pm) and CO2. It criticizes the industry’s voluntary target to reduce emissions to 120 g/km by 2012 as being too modest, saying a target of 100g/km is achievable by that date. It therefore, proposes an ‘innovation forcing strategy’ to push carmakers embarking on the global competitive race for improved environmental performance of vehicles. Balzac (1998) adds to the furore that because the Yen is one of the leading international currencies, solving the problem (devaluation of Yen) requires international answers. In the same article, as the Car industry is considered one of the key industries in Japan and Europe, a devaluation of the Yen directly affects the European Car Industry. As mentioned in the latter sections a devaluation of the Yen enables Japanese car manufacturers to sell their cars at much lower affordable prices to potential customers in Europe, and North America, in which the European Car Industry would suffer the most due to a high value of the currencies within the European Union member states. With all this in mind, the remainder of this paper proceeds as follows: Chapter 3: Theoretical Perspectives on the European Business Environment  and Marketing Chapter 4: Empirical Evidence. Chapter 5: Critical analysis of Theoretical perspectives and empirical evidence Chapter 6: Summary and Conclusion. Chapter 3: Theoretical Perspectives On The European Business Environment and Marketing In order to have a clear understanding of the concept of the business environment within Europe and the marketing of the car industry, we will first need to identify the meaning of the terminologies. European business is a generic term which describes Avery wide variety of agricultural, industrial and service activities undertaken by a large number of different organisations across the continent of Europe. Examples of European business might include: Privatised telecommunications companies such as Deutsche Telekom; a French recording company based in a converted barn in Normandy, France; a farm in Eastern England, highly mechanised and engaged in agribusiness; a transnational organisation such as the German car producer Volkswagen, with factories in Germany (VW and Audi), Spain (Seat), the Czech Republic (Skoda) and the UK (Bentley) etc. European business may be run by one person or it may be a small private company. Alternatively it may be a large organisation employing thousands of people, with assets worth hundreds of millions of euros and based in many different European countries. The European business environment refers to the conditions within which European businesses operate. Typically it involves a number of different interacting forces which shape the environment, and thus how a business formulates its long-term strategy, its tactics and its daily operations within this environment. These factors may include political, economic, social, cultural, religious and linguistic forces. Now, marketing is the social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Kilter et al. (2005). For example, important terms such as needs, wants, and demands; products and services; value, satisfaction and quality; exchange, transactions and relationship; and markets are all core marketing concepts which are linked, with each concept building on the one before it. Each part of the marketing definition defines what marketing is and how it is practised. With this in mind we can now move on to discuss about the theoretical concepts used in the understanding of the business environment and marketing of the European car industry. There are several important conceptual frameworks that are used for understanding the environmental impacts of the European car industry. The ones used in this paper are: †¢ PESTLE †¢ Models of Market Structure †¢ Profit Maximisation †¢ Sources of Finance †¢ Market segmentation †¢ Branding strategy †¢ The European Business and the environment 3.1 PESTLE This means, Political factors influencing a business environment; Economic factors; Sociological influences; Technological influences; Legal factors; and Environmental/ethical issues. This framework issued to analyse the European business environment. 3.1.1 Political The political beliefs of governments and the policies they implement to pursue them have a major impact on the European business environment. This is both in their own right and also through other policies, such as economic ones; hence the re-emergence of political economy in recent years. Additionally, other political philosophies may also have an impact on EU society and hence on the business environment. In the extreme case the economic policies pursued by the former Soviet bloc, with its emphasis on central planning, clearly had massive impact on the ownership, organisational structure, operations and lack of profitability of government-owned European businesses operating in this area. Similarly, the UK Thatcher governments of the1980s created a business environment of entrepreneurship which was largely shaped by the political beliefs of Margaret Thatcher and her close advisors, which subsequently influenced other countries in Europe 3.1.2 Economic The economic policies pursued by EU governments clearly have significant influence on the environment within which European businesses operate. Since the signing of the Treaty of Maastricht was completed in 1993 EU currency (SEC), formerly called the European currency unit (ecru) but now known as the euro, as part of the moves to Economic and Monetary Union (EMU). The commitment by EU governments to meet the Maastricht convergence criteria, as a precondition for acceptance to the first wave of membership of the single European currency, has obliged them to demonstrate fiscal restraint to meet the criteria relating to budget deficit (not to exceed 3 present of the country’s gross domestic product or GDP) and national debt (not to exceed 60 present of GDP). The purpose of the convergence criteria, as their name suggest, is to converge potential members’ economies to broadly similar levels in terms of the rate of inflation, the level of long-run interest rates, and the stability of their exchange rates and, as noted, government debt. In addition the ability of countries to converge to a common position in their business cycles, in practice to converge their business cycles with that of Germany’s as the leading Economy. In practice the problems of non-convergence were demonstrated in the early 1990s when Germany raised its interest rates to counter inflationary pressures. These had resulted from borrowing to fund major expenditure in Eastern Germany to redevelop the infrastructure and productive capacity after the collapse of the communist regime of the former East Germany. 3.1.3 Sociological This is examined in three broad areas: culture, language and religion. Culture: The fact that the British have a totally private sense of distance. This is most visibly seen in the shared pretence that Britain is a lonely island in the middle of an empty green sea. Culture has been described as ‘the way we do things round here’. In this sense it may be viewed as the inherent values, attitudes, social conventions and mores of a nation. In most cases these are transmitted from one generation to another, usually through the family. Increasingly, however, culture is modified by education, the media and peer influences as the pace of change accelerates in modern society. Cultural differences contribute to the diversity of the people who live in Europe and hence are an enriching experience. Cultural differences can also create barriers, however, which in turn have significant implications for European Businesses since, if they are to succeed another than their domestic market, these differences must be taken into account. Examples of cultural differences are: the business organisation, in Germany businesses are rigid in their approach and expect everything to be done through proper bureaucratic channels with full technical detail provided. In contrast, British firms involved in collaborative ventures, or who have opened subsidiary companies in Germany, are more casual and relaxed enabling them to be more flexible when sudden response is needed to market change. This difference in operational philosophy can cause problems. Class is also a major factor in determining social attitudes in the business environment, particularly in the UK but also in other parts of Europe. In contrast, in less class-divisive societies such as Denmark, Sweden, and Norway attitudes may be quite different, people such as senior managers secretaries are regarded as important people in the organisation, whereas in the previously mentioned countries this would not be so tithe same extent. Business attitudes to delivery dates are also important. European businesses operating in Germany soon find that when they promise a delivery date for a new product consumers expect it in the shops on that day, not several weeks later Firms who slack on this simple rule find themselves bombarded with telephone calls-mails, and letters. In contrast, in Spain and Greece attitudes are much more causal in this respect; the personal appearance and behaviour, the French place much emphasis on establishing personal contact in business dealings and expect the people they deal with to have style. The Spanish believe in the importance of being smartly but conservatively dressed and demonstrating worldly knowledge, for example of good cuisine and wine; these are important issues when dining out, attending trade delegation receptions and so on, where business contacts are made. Scandinavians in contrast are much more casual in their dress; Cultural training programmes, these differences have implications for the training policies adopted by companies; some European businesses are now adopting recruitment policies where new employees are expected not only to have fluency in more than one language, but also to demonstrate some cross-cultural knowledge. Language: In the EU there are currently 13 EU official languages and another 35 territorial minority languages, which include Basque, Breton, Catalan, Cornish, Frisian, Galician, Letzeburgesh, Irish Gaelic, Occitan, Slovene, and Welsh. Language above all else defines group of people as distinct from all others in Europe, since it also implies culture, inherited knowledge and beliefs and terms of reference and thought specific to that group alone. In that sense there is therefore an overlap with the above. Different languages and dialects as a whole all create market differences. Religion: In the traditional Catholic countries of Europe, particularly Eire, Italy, Poland and Spain, the impact of formal organised religion on society and hence business is very important. Past controls on the sale of contraceptives in Eire are one such example. In Poland the Catholic Church has a vital role to play in the political scene with all parties having a commitment to Christian values in their policies. As a whole, businesses in Europe must bearing that increasingly the EU is becoming a society of many faiths. Certainly the large number of Jews resident in Europe has always been obvious. Now however many Muslims have entered EU countries and their religious and moral susceptibilities must also be heeded as much as another religion. 3.1.4 Technological Clearly technology has had a major impact on the European business environment, particularly information technology. The impact of its use will be so pervasive as to be hard to imagine life without it. This ranges from autopilots on aeroplanes to computer-controlled traffic management systems in our cities; from computer-controlled robots on factory assembly lines to screen trading in stock and foreign exchange markets; from the growth of consumer purchases via the internet to the use of e-mail rather than conventional letters or faxes. In this sense Bill Gates of Microsoft has argued that the internet will in effect act as a market-maker, bringing together buyers and sellers with minimum friction, and not just for goods and services but also in the Labour market. In 1994 the EU setup a first policy framework for the EU information society. These proposed initiatives to regulate the information society: it sought to bring together all those involved in creating networks, applying information technology and establishing the basic services; and it sought to raise public awareness about information technology. Most of these have now been implemented or are in the process of being implemented. This has had significant implications for European businesses by shaping the environment within which they operate. 3.1.5 Legal Inevitably legal systems can differ significantly from European country to country both in terms of their content and how they are interpreted. At the one extreme in Russia, transformation has required work, in the 1990s, to develop a legal system to come to terms with the concepts of private property (particularly ownership of land) and the legal existence of private and public limited companies with the ability to hire and dismiss labour, enter into contracts, buy, own and sell assets and so forth. At the other extreme, in the EU, Union legislation applies to all member countries and is establishing elements of a common legal framework for all, even though individual countries still, of course, have their own laws. This is based on key treaties, such as, the Treaty of Rom 1957, the Single European Act1987, the Maastricht Treaty 1993, and so forth. All these treaties will directly affect European Businesses. The main influences of country’s legal system on a business are through their impact on the business’s marketing mix and the laws affecting competition. For the most legal systems are based on civil law that is detailed rules and regulations which are strictly interpreted. In the UK, in contrast, the legal system is based on common law which is determined by past precedent and is more flexible in its interpretation. In terms of marketing a product EU countries tend to be more regulated because the