Saturday, December 28, 2019

Essay on Cyberspace and Internet Censorship - 2282 Words

Cyberspace and Internet Censorship Governments of the Industrial World, you weary giants of flesh and steel, I come from Cyberspace [the Internet], the new home of Mind. On behalf of the future, I ask you of the past to leave us alone. You are not welcome among us. You have no sovereignty where we gather (Barlow 18). The Internet is a vast network of computers, both public and private, which spans the globe. Recently, there has been a movement by governments worldwide, and the United States government in particular, to remove content deemed inappropriate from the Internet. However, numerous factors such as: the abundance of less restrictive alternatives, the impossibility of applying American law and community standards to an†¦show more content†¦In 1981, fewer than 300 computers were linked to the Internet, and by 1989, the number stood at fewer than 90,000 computers. By 1993, however, over 1,000,000 computers were linked. Today, it is estimated that over 9,400,000 host computers worldwide, of which approximately 60 percent are located within the United States, are linked to the Internet. This count does not include the personal computers used by individuals to access the Internet using modems. It is estimated that the Internet reaches 57 million users at nearly 5 million computers loca ted in 90 countries (ACLU v. Reno: Plaintiffs Findings of Fact. http://www.aclu.org/issues/cyber/trial/finding.htm). Through the Internet, information, graphics, music, and computer programs relating to every topic imaginable is available, from rocket science to bomb making, from computer games to hacking programs, from famous works of art to hard-core pornography. It is to this, the most participatory form of mass speech yet developed, that censorship is proposed (ACLU Press Release - 06/12/96: ACLU LAUDS JUDGES RULING PROTECTING FREE SPEECH IN CYBERSPACE. http://www.aclu.org/news/n061296a.html). Those who fight for the censorship of the Internet plead a number of different cases. Many argue that users of the Internet must be protected from offensive material. They claim that eliminating the chance happening upon offensive content is just cause to censor the Internet. Others classify the Internet as aShow MoreRelated Internet Censorship Essay - America Needs Censorship of Cyberspace1330 Words   |  6 PagesAmerica Needs Censorship of Cyberspace      Ã‚  Ã‚   In June of 1998 the country was horrified to learn of the death of James Byrd Jr. He was a 49-year-old black man who had been found horribly mutilated after being dragged to death. Authorities have charged three men with murder and violation of civil rights (A Fatal Ride in the Night 33). Obviously, if convicted, these men are guilty of a horrible crime, but what if this crime had been committed after viewing a racist website? If a personRead More Cyberspace Hate Propaganda and Internet Censorship Essay1244 Words   |  5 PagesCyberhate - Hate Propaganda and Internet Censorship The Internet is an ideal medium for hate groups, such as neo-Nazis, because of the mass exposure, inexpensiveness, uncensored nature and ease of publishing offered. The Internet allows hate groups to target a broad audience: impressionable children are the most vulnerable. Attempts at censorship fail because of the international nature of the Internet, and to a lesser extent, free speech contentions. Instead, the freedom of speech exercisedRead MoreCensorship on the Internet Essay908 Words   |  4 PagesCensorship on the Internet Five years after the first world wide web was launched at the end of 1991, The Internet has become very popular in the United States. Although President Clinton already signed the 1996 Telecommunication ActI on Thursday Feb 8, 1996, the censorship issue on the net still remains unresolved. In fact, censorship in cyberspace is unconscionable and impossible. Trying to censor the Internet its problematic because the net is an international issue, there is no standard forRead MoreThe Censorship Of Internet Censorship3057 Words   |  13 Pages Internet Censorship Student’s Name: Institution Name: Internet Censorship Internet censorship refers to the suppression and control of what people can access, publish, or view on the cyberspace (Reynolds, 2014). It may be done by regimes or private firms at the command of the government. It can be a government’s initiative is or carried out by regulators. Organizations and individuals may practice self-censorship for religious, business or moral reasons to comply with societal normsRead More We Dont Need Internet Censorship Essay1350 Words   |  6 PagesWe Dont Need Internet Censorship Censorship is an extremely controversial issue. There have been hundreds of thousands of essays written about whether or not censorship on the Internet is right or wrong, but so far, no precise conclusion has surfaced. Ive researched into the topic, but I havent completely sided with one or the other. There are just good reasons against censorship. This essay briefly discusses some reasons why the Internet should be censored, but will then mainly focusRead MoreCyber Libertarianism : A Declaration Of Independence1594 Words   |  7 PagesDaily millions of people interact on the internet, information is being shared across the boarders within seconds. Cyberspace has made it easier to access things for the everyday man but with kind of power at our fingertips shouldn’t it have some kind of control? Regulations that govern what can and cannot be done or used online. One would think that the same rules that apply in the real world should apply in cyberspace right? Well John Perry Barlow think differently, in February of 1996 he publishedRead MoreThe President and Internet Traffick996 Words   |  4 PagesResearch Paper 2: Do you think it is a good idea for the President of the United States to have the authority to limit or shutdown internet traffic to and from any compromised federal government or U.S. critical infrastructure information system or network? Why or why not? Yes and no. For the general public, I don’t think limiting the internet would be a wise idea. Our country was founded on freedom, and to infringe upon that would cause civil unrest. Frankly, the general public would assume thatRead MoreRe-Interpreting Internet Activism: A Study of Its Relationship with the Nature of State Introduction1130 Words   |  5 Pagesof protests mobilised through social networks, the Internet is coming to be seen either as a force of liberation or as the new generation’s â€Å"cyber-utopia†, creating unfounded optimism and hopes of emancipation. The former view claims that social networks play a key role in shaping debates about protests and in spreading democratic ideas around the globe (especially in the case of Arab Spring).The latter view advocates that the role of internet has been exaggerated in the narratives of these protestsRead MoreTaming Chinese Cyberspace3090 Words   |  13 PagesTaming Chinese Cyberspace -- a vision from Weibo Yicheng Zhu Reg. No. 110136970 Course: JNL 6032 Media Censorship Course leader: Dr. John Steel Abstract In this essay the recent fashion of Weibo in Chinese media is discussed, especially on the Chinese authorities and governments attitude towards it, moreover and more importantly, the way of how Weibo is being censored is explained. According to previous theories, internet cannot be regardedRead More Government Intervention On The Internet Essay1398 Words   |  6 Pages Government Intervention on the Internet nbsp;nbsp;nbsp;nbsp;nbsp;During the last decade, our society has become based on the sole ability to move large amounts of information across great distances quickly. Computerization has influenced everyones life in numerous ways. The natural evolution of computer technology and this need for ultra-fast communications has caused a global network of interconnected computers to develop. This global network allows a person to send E-mail across

Friday, December 20, 2019

Gender, Gender And Social Class Essay - 1543 Words

As individuals, we are all given assigned aspects that define us. Race, gender, and social class are just a few of the characteristics that make us who we are. We also choose to take on certain aspects that reflect our own interests such as careers, fashion, and fandom. When our chosen and assigned aspects come together, our own identity is formed. These parts eventually impact and affect each other with the idea of intersection. The interconnection of being a woman and belonging to a certain career cross and act on each other in ways that are mostly negative. Many women find being successful in their careers very difficult especially women who are based into a male dominated industry. The stereotyping of women is quite common in today s society and throughout history. In the past, women have taken the full time job of being a mother and a housewife. The 1930s initially started the ideal image of a woman. A woman was often represented as a maid-like being who would serve to their husband and children. In Richard Alleyne’s article, â€Å"Advice for women in the 1930s: Nothing Destroys the Happiness of Married Life More than the Lazy, Slovenly Wife,† he discusses the frequent expectations of a housewife. Common assumptions included; â€Å"Don’t argue with your husband; do whatever he tells you and obey all his orders† (1) and â€Å"Nothing destroys the happiness of married life more than the lazy, slovenly wife† (1). These rules have often been published into past newspapers that wereShow MoreRelatedRace, Gender, And Social Class991 Words   |  4 Pages Race, gender, and social class has several implications in the United States and how it shapes policy and perceptions of those who live in poverty. Current welfare systems are not perfect, and capitalistic policies do not work as intended to solve income inequalities. Given this, we will discuss social inequalities and capitalism, the welfare system, and propose two policies that solves welfare, and social and income inequalities. The first key idea from the materials is that social inequitiesRead MoreSocial Issues Class And Gender1307 Words   |  6 PagesThroughout our semester together, our Social Issues class has discussed many different aspects of race, class and gender. We have had many opportunities to discuss and share our opinions on different topics and problems we face today. During this course, my outlook on life and other people has changed significantly. The use of projects and papers has further enlightened me to understand the perspective of others. The readings that we have been given each week have proven themselves very beneficialRead MoreSocial Class, Race, And Gender1436 Words   |  6 Pagesdiffers in religion, gender, race, social class, likes, dislikes, and many more. I however, am a white, Christian female whose family settles in the middle class. Being a white middle-class female gives me many advantages as well as disadvantages, and I see the world differently then the person that might be sitting next to me because of these influences. Also, these influences determine my social stratification and where I ranked as an individual. Social class, race, and gender are three influencesRead MoreSocial Class And Gender Inequality972 Words   |  4 Pageshas been and will always be a problem in our world. Not everyone can choose to have the job they want, do what they want or simply live the life they want. There is inequality in matters of race, sexual orientation, social class and gender. I know that both genders face some sort of gender inequality. While browsing through the internet, I saw four advertisements that depicted women in a sexist and discriminatory way. I chose to do my essay on these advertisements because I find them relatable. TheseRead MoreSocial Class And Gender Roles1469 Words   |  6 PagesHow are the tensions between social classes and/or genders dramatised in Modern European Drama? Social class and gender roles, were and still are today, a key element in the progression of theatre. Dada and Futurism, as movements in theatre took place at the time of the social class war, the prejudice against women and their rights and the struggle to create an equal society. The two movements, of avant-garde style contained three stage in which they were able to create; ‘analysis†¦engagement†¦forwardRead MoreGender, Ethnicity, And Social Class945 Words   |  4 Pagesfilm by most African Americans. â€Å"Passing† is referred to the capability of one to be considered as a member of social groups other than his/her own, such as race, gender, ethnicity, and social-class, with the intention of achieving social acceptance. Nella Larsen’s novel Passing uses the theme to describe a biracial character blending into the white race through times when legal and social traditions classified the person as Black. When Larsen wrote the novel, racial discriminat ion existed and so didRead MoreGender, Race, Social Class And Relationship Essay1663 Words   |  7 PagesGender, Race, Social Class and Relationship â€Å"How to Date a Browngirl, Blackgirl, Whitegirl, or Halfie† is in the first story collection of Junot Diaz that was published in 1996. Junot Diaz was born in Dominican Republic, he moved to the United States at the age of seven. He is currently a creative writing teacher at the Massachusetts Institute of Technology (Meyer 97). In the short story, Diaz describes how a teenage boy approaches romantic relationships and characterizes the girls based on theirRead MoreThe concept of social identity, social class,gender and ethnicity.1635 Words   |  7 PagesSocial Identity is the understanding of who we are, and reciprocally, other peoples understanding of themselves. Richard Jenkins believed that this social identity is achieved through socialization within social groups. He argued that by placing themselves in the role of others, people, particularly children, gain a greater understanding of the role that they should play. For example, a six-year-old girl playing mommy with her dolls will, as she gets into the role, begin to understand what a motherRead MoreSocial Stratification : Social Class, Ethnicity, Age, And Gender1074 Words   |  5 Pages It is in the human nature to be social beings, and have a social identity. Social stratification is the organization of individuals into social groups based on their access to basic needs. Aspects that affect social stratification are wealth, power, and prestige. Wealth is the amount of currency or goods that an individual or family owns. This can include money, houses, livestock, etc. Power is the ability for one to achieve their goals regardless of opposition. Wealth is directly related toRead MoreSocial Variables Of Race, Gender, Class And Health914 Words   |  4 Pagesincorporated more areas of social life using specialized fields of inquiry (Giddens Sutton, 2010). Browne (2005) argues that sociology in simpler terms is planned and organized study of human groups and social life in modern societie s, more so concerned with social institution. Contribution of sociologist in understanding human behavior is remarkable. The aim of this paper is to explain how sociologist views the relationship between the key social variables of race, gender, class and health. The relationship

Wednesday, December 11, 2019

Audit and Assurance of Billabong International Limited †Free Samples

Question: Discuss about the Audit of Billabong International Limited. Answer: Background of Billabong International Limited and its recent developments This study had been conducted to prepare a report based by researching on the clients business named as Billabong International Limited (Billabongbiz.com 2017). La Trobe Partners is the audit firm that had been assigned to audit for Billabong International Limited for the first time. Billabong International Limited is a surf company that initially was a clothing retailer that used to produce accessories such as watches, skateboard, backpacks as well as snowboard products under the brand names. Billabong International Limited is a public limited company that operates in retail sector and listed in Australian Stock Exchange. Billabong International Limited offer major products such as apparel and sporting goods to the customers. Billabong International Limited has 5000 staff members working for them in and across the world. Their shares are listed in Australian Stock Exchange (William, Glover and Prawitt 2016). The products of Billabong International Limited are licensed and spread in more than 100 countries and available in around 10,000 doors in and across the world. Majority of revenue of Billabong International Limited is generated through wholly-owned operations in different countries. Billabong International Limited believes in promoting worldwide through relationship with high profile specialized athletes, events as well as junior athletes (Billabongbiz.com 2017). From the recent news articles that was published on 30th August 2017, it is understood that Billabong International Limited financial year revenues deals with continued operations down by 8.9% to $979.5 million (Editorial 2017). The company suffers loss that is attributable to members of continued $77.1 million versus loss of $23.7 million a year ago. Billabong International Limited expects that FY 18 will show further progress in Americas and Europe. They expect that combination of earnings will continue to be weighted towards Asia Pacific and retail in first half of 2018. Significant business and audit risks for Billabong International Limited Audit risk is the risk that the auditor of La Trobe Partners expresses to an inappropriate audit opinion when the financial statement of Billabong International Limited is materially misstated. In addition, audit risk is a purpose of the risks of material misstated figures and detection risk (William, Glover and Prawitt 2016). Therefore, audit risk is made of two main mechanisms such as risk of material misstatement and detection risk. Here, risk of material misstatement means the risk that arises when the financial statement of any company are misstated prior to audit. This includes two major mechanisms such as inherent risk and control risk (Billabongbiz.com 2017). There is five audit risk or business identified for the company Billabong International Limited that is mentioned below with proper justification: Inherent risk- One of the major risk faced by Billabong International Limited is the inherent risk that arises from the propensity of an declaration about a class of transactions, account balance or revelation to misstatement that could be material (Simnett, Carson and Vanstraelen 2016). Treatment of capital and revenue capital of Billabong International Limited is one of the risks that had been found from the financial statement. This risk takes place when it relates with the survival of property, plant and equipment when revenue expenditure has been capitalized rather than charged as an expense in the income statement. Upon recent trading, it was found that Billabong International Limited shares caught focus of OTC traders because the prices moved by $0.02 that touches $0.97 price point. Here, it is understood that financial statement of Billabong International Limited was misstated that need proper attention by the auditor of La Trobe Partners (Billabongbiz.com 2017). Control Risk- One of the major risk faced by Billabong International Limited is the control risk that arises from the misstatement because of an assertion about the transaction class, account balance or disclosure that could be material either individually or aggregated by the other misstatements that cannot be prevented or corrected so easily (Louwers, et al. 2015). Here, the problem is the valuation of inventory when there are significantly levels of aggregate inventory that cannot be properly managed by Billabong International Limited. Recently, Billabong International Limited received horrible news that profits had collapsed where the banks were looking threatening and the company has only two choices, either to sell assets or ask shareholders for more money. Billabong International Limited share prices are falling (Billabongbiz.com 2017). Detection risk- One of the major risk faced by Billabong International Limited is the detection risk where the risk takes place from the process that the auditor follows to reduce audit risk to an acceptably lower level (Knechel and Salterio 2016). Billabong International Limited does not have a global internal audit function but engages different professional firms to assess certain financial control environment as well as performing independent assessments of key project plans. In this case, detection risk can be reduced by the auditor by identifying the material misstated figures and presenting in the audit statement with proper measures as well. During the financial year 2016 and 2017, Billabong International Limited has continued to focus on areas that are identified by the professional firms as well as improve in the level of consistency of accounting practices as well as control over environments at the same time (Arens et al. 2016). Completeness of liabilities- Billabong International Limited faces risk from liabilities as their provisions have been incorrectly treated as contingent liabilities (William, Glover and Prawitt 2016). Asian markets modestly higher as risk aversion eases. Here, Billabong International Limited reports a new loss for the financial year 2017 because their underlying earnings missed its guidance range. The brand name (Billabong International Limited) shares remain unchanged (Eilifsen et al. 2013). Completeness of revenue- This risk is faced by Billabong International Limited where the entity being audited has considerable cash sales that was difficult to manage by the company (Billabongbiz.com 2017). Billabong International Limited restructured E-commerce overhaul after NetSuite. It is noted that Billabong International Limited had broken up the core components of its omni-channnel that in real handed the pieces to separate software providers after ditching its first attempt with NetSuite (Cohen and Simnett 2014). References Arens, A.A., Elder, R.J., Beasley, M.S. and Hogan, C.E., 2016.Auditing and assurance services. Pearson. Billabongbiz.com. 2017.Billabong Biz : Behind the Brand - Investors - Investors Home. [online] Available at: https://www.billabongbiz.com [Accessed 10 Sep. 2017]. Cohen, J.R. and Simnett, R., 2014. CSR and assurance services: A research agenda.Auditing: A Journal of Practice Theory,34(1), pp.59-74. Editorial, R. 2017.Stock Quote News - Stock Market Quotes, Online Stock Quotes, India. [online] IN. Available at: https://in.reuters.com/finance/stocks/BBG.AX/key-developments/article/3663501 [Accessed 10 Sep. 2017]. Eilifsen, A., Messier, W.F., Glover, S.M. and Prawitt, D.F., 2013.Auditing and assurance services. McGraw-Hill. Knechel, W.R. and Salterio, S.E., 2016.Auditing: Assurance and risk. Taylor Francis. Louwers, T.J., Ramsay, R.J., Sinason, D.H., Strawser, J.R. and Thibodeau, J.C., 2015.Auditing assurance services. McGraw-Hill Education. Simnett, R., Carson, E. and Vanstraelen, A., 2016. International Archival Auditing and Assurance Research: Trends, Methodological Issues, and Opportunities.Auditing: A Journal of Practice Theory,35(3), pp.1-32. William Jr, M., Glover, S. and Prawitt, D., 2016.Auditing and assurance services: A systematic approach. McGraw-Hill Education.

Wednesday, December 4, 2019

Environment and Development for Economic Growth

Question: Discuss about the Environment and Development for Economic Growth. Answer: The 21st century is marked by the struggle to attain continuous economic development for the developing countries and the final phase of economic growth for the developed nations. This effort to achieve economic growth has led to high mass consumption, which has an enormous effect on the environment (Dixon, Scura, Carpenter Sherman, 2013). This quest for economic growth has thus become a concern to the environmentalists and has led to a critical question, "Is there a possibility of economic development without environmental harm?" The research, therefore, will seek to investigate this issue and establish a position. To achieve this objective, research will use factual evidence and statistics. Besides, the study will give a conclusion and postulate recommendations. Economic development is the sustainable increase of a country's productive prospective. Fundamentally a country's economic growth is measured in terms growth in per capita income and its productive ability. As a consequence, global economic ranking is based on GDP (Gross Domestic Product) and the economic development pointers like industrial growth rate (Pearce, Barbier Markandya, 2013). Economic growth is dependent on the growth of the industries which are supplied with raw material from the environment. The main aim of such industries is the economic growth and improvement of living standard of people. In fact, such industries are not concerned with improvement of the environment. It is explicit that the rapid expansion of industries globally has led to massive damage to the environment because these industries rely on the natural resources found in the environment to operate (Tietenberg Lewis, 2016). The world economy is, therefore, facing critical challenges related to environm ental depletion. Economic development and environment preservation are two interconnected realities which are not contradictory. However, economic development has severe effects on the environment (Baek Kim, 2013). Significance of the Research The relationship between environment and the economic development is a relevant topic because governments and entrepreneurs globally are seeking on how to strike a balance between the two to ensure sustainable development. Besides, the research will create a deeper understanding on contentious issues like recycling policy, climate change policy, and nuclear power policy. The research will also inform the public on how some economic activities and policies affect environment. Economic analysis of the developing countries will help in understanding whether environment hinder economic prosperity (Miller, Kim Holmes, 2015). This analysis will further understanding on themes such as inequality and poverty in the developing countries. Similarly, the research will establish a link between renewable and exhaustible resources and production and how they contribute to either environmental degradation or economic development. Investigation to this critical question is thus fundamental for form ulation of developmental strategies and for developing countries. Background of the Problem The link between economic development and the environment has been, is, and will continue as a contentious issue. The issue has remained controversial because of the divergent schools of thought. One school of thought holds that failing to deal with global warming, emerging pollution challenges, and the surging population in developing countries are grave environmental challenges. On the other hand, another school of thought believes that improvement of living standards through technological advancement and industrial expansions are essential marks of economic growth which has no impact on the environment. These opinions though not inconsistent, call for a deeper exploration of the link between economic development and the environment (Pettinger, 2014). Furthermore sustainable economic development has been adopted as a political agenda globally since the link between economic growth and environment was recognized. Evolution of this idea can thus be attributed to three specific international conferences. Which include; The World Summit on Sustainable Development in Johannesburg in 2002, The United Nations Conference on Environment and Development in Rio de Janeiro in 1992, and The United Nations Conference on the Human Environment in Stockholm in 1972 (Baek Kim, 2013). The recommendations of these conferences form the core of this idea. Varied schools of thought have thus given different definitions of sustainable economic development. The most agreed definition is sustainable economic development as progress that caters for the needs of the people without interfering with the environment. However, this understanding of sustainable economic development has metamorphosed as result of diverse opinions on this topic. Importantly, all t hese school of thought agree that sustainable economic development should happen in a friendly environment. Bibliography Atkinson, G., Dietz, S., Neumayer, E., Agarwala, M. (Eds.). (2014). Handbook of sustainable development. Edward Elgar Publishing. Baek, J., Kim, H. S. (2013). Is economic growth good or bad for the environment? Empirical evidence from Korea. Energy Economics, 36, 744-749. Boj, J., Mler, K. G., Unemo, L. (2013). Environment and development: an economic approach (Vol. 6). Springer Science Business Media. Castiglione, C., Infante, D., Smirnova, J. (2015). Environment and economic growth: is the rule of law the go-between? The case of high-income countries. Energy, Sustainability and Society, 5(1), 26. Eriksson, C. (2013). Economic Growth and the Environment: An Introduction to the Theory. Oxford University Press. Lewis, W. A. (2013). Theory of economic growth (Vol. 7). Routledge. Motel, P. C., Choumert, J., Minea, A., Sterner, T. (2014). Explorations in the Environment- Development dilemma. Environmental and Resource Economics, 57(4), 479. Rodrik, D. (2014). The past, present, and future of economic growth. Challenge, 57(3), 5-39. Schurr, S. H. (2013). Energy, economic growth, and the environment (Vol. 7). Routledge. Uddin, G. A. (2016). Population changes and implications for economic growth and the environment in Australia (Doctoral dissertation, University of Southern Queensland). Yang, J., Zhang, Y., Meng, Y. (2015). Study on the impact of economic growth and financial development on the environment in China. J Syst Sci Inf, 3(4), 334-347. Baek, J., Kim, H. S. (2013). Is economic growth good or bad for the environment? Empirical evidence from Korea. Energy Economics, 36, 744-749. Dixon, J., Scura, L., Carpenter, R., Sherman, P. (2013). Economic analysis of environmental impacts. Routledge. Miller, T., Kim, A. B., Holmes, K. (2015). 2015 Index of economic Freedom. Washington DC: The Heritage Foundation. Pearce, D., Barbier, E., Markandya, A. (2013). Sustainable development: economics and environment in the Third World. Routledge. Pettinger, T. (2014). ECONOMIC: Helping To Simplify Economics. Retrieved 4 April 2017, from https://www.economicshelp.org/blog/11516/environment/economic-system-environment/. Tietenberg, T. H., Lewis, L. (2016). Environmental and natural resource economics.

Thursday, November 28, 2019

Landscape Architecture As A Career Essays - Architecture

Landscape Architecture as a Career A landscape architect is an individual who arranges and modifies the effects of natural scenery over a tract of land so as to produce the best aesthetic effect for the land^?s use. Landscape architecture is the design profession which applies artistic, cultural, and scientific knowledge to the design, planning, and development of the land. Landscape architects accept certain responsibilities related to the health and welfare of the public and are concerned with resource conservation of the land. The practice of landscape architecture requires an appreciation and understanding of natural and social processes, a creative imagination, and a commitment to preserve or improve the environment for human use and enjoyment. Landscape architects plan the most harmonious relationships between the land and the objects on it by proper combination of open space and planting, and by wise use of land formation (Concise 151). They may work on parks, gardens, housing projects, school campuses, golf courses, or airports. They begin a project by reviewing the needs and desires of the client. They study the site, mapping such features as the slope of the land, existing structures and the type of soil. They check local building codes and availability of utilities, make drawings which outline the work in detail, and draw up lists of materials to be used. They then invite bids from construction companies and landscape nursery companies. With the awarding of the contracts, their work may be finished, or they may stay on to supervise the work as their client's representative (151). A major branch of landscape architecture, golf course architecture, integrates the skills of a landscape architect on a larger scale. The aim a golf course architect is to create a truly great golf course by utilizing to the fullest extent possible the potential of a promising piece of land (Golfplan 1). This potential is expressed in the site's location, slope, vegetation, water features, soil types, climate and orientation. The role a golf course architect is the realization of this potential under the constraints of design criteria that separate the truly great golf course from the ordinary (1). Landscape architecture, the science and art of modifying land areas by organizing natural, cultivated, or constructed elements according to an aesthetic plan (Encarta 1). The elements include topographical features such as hills, valleys, rivers, and ponds; and growing things such as trees, shrubbery, grass, and flowers; and constructions such as buildings, terraces, roads, bridges, fountains, and statuary. No unalterable rules exist in landscape architecture because each plot of ground offers unique problems caused by variation in contour, climate, and surrounding areas (1). As early as the third millennium BC, the Egyptians planted gardens within the walled enclosures surrounding their homes (Encarta 2). In Mesopotamia, the Hanging Gardens of Babylon were one of the Seven Wonders of the World. In ancient Greece, sacred groves were preserved as the habitats of divinities. Greek houses included a walled court or garden usually surrounded by a colonnade. In 5th-Century BC, Athens public gardens and colonnaded walks attached to the Academy (school) and the Lyceum (gymnasium) were much frequented by philosophers and their disciples (2). Domestic architecture in the first half of the 20th Century attempted to achieve a closer integration of the house with it^?s surroundings, as seen in the works of Sven Markelius in Sweden, Alvar Aalto in Finland, and Frank Lloyd Wright in the United States (Encarta 5). The worldwide economic depression between the two world wars forced a shift from domestic settings to large-scale public works, in which landscape architects and planners worked together on entire communities, regional areas, and vast state and national projects. The proliferation of shopping malls, new suburbs, cultural centers, revitalized urban cores, and new educational facilities, has given landscape architects in the later decades of this century unparalleled opportunities to refine their art and to create new forms. They have become, in conjunction with their colleagues in architecture, engineering, planning, and public office, the shapers of both the future and the present physical environment (Encarta 5). The origin of today^?s profession of landscape architecture can be traced to the early treatments of outdoor space by successive ancient cultures, from Persia and Egypt through Greece and

Sunday, November 24, 2019

Using Epanorthosis in Rhetoric

Using Epanorthosis in Rhetoric A figure of speech in which a speaker corrects or comments on something he or she has just said. A retraction (or pseudo-retraction) is a type of epanorthosis. Adjective: epanorthotic.Epanorthosis is also known as correctio or self-correction. The etymology is from the Greek, setting straight again. Examples and Observations Maybe there is a beast. . . . What I mean is . . . maybe its only us. (Simon in Lord of the Flies by William Golding, 1954)​With a heave of his chest, Croker rose and came walkingor, rather, limpingtoward him. (Tom Wolfe, A Man in Full, 1998)​[A] good heart, Kate, is the sun and the moon; or, rather, the sun, and not the moon; for it shines bright and never changes, but keeps his course truly. (King Henry V in Act V, scene two of Henry V by William Shakespeare, 1600)​I dont like the majority of what I do. I shouldnt say I dont like it, but Im not satisfied with almost everything that I do. (Paul Simon)​You dont think were being . . . I dont want to say sleazy, because thats not the right word, but a little irresponsible, maybe? (Owen Wilson as John Beckwith, The Wedding Crashers, 2005)​Epanorthosis, or Correction, is a figure by which we retract or recall what we have spoken, for the sake of substituting something stronger or more suitable in its pl ace... The use of this figure lies in the unexpected interruption it gives to the current of our discourse, by turning the stream as it were back upon itself, and then returning it upon the auditor with redoubled force and precision. The nature of this figure dictates its pronunciation; it is somewhat akin to the parenthesis. What we correct should be so pronounced as to seem the immediate effusion of the moment; for which purpose it does not only require a separation from the rest of the sentence, by an alteration of the voice into a lower tone, but an abrupt discontinuance of the member immediately preceding. (John Walker, A Rhetorical Grammar, 1822)​ He has lately been at work telling again, as they call it, a most gratuitous piece of mischief, and has caused a coolness betwixt me and (not a friend exactly, but) an intimate acquaintance. (Charles Lamb, letter to Samuel Taylor Coleridge, Jan. 10, 1820)​Thence have I followed it(Or it hath drawn me, rather) but tis gone. (Ferdinand in The Tempest by William Shakespeare)​In epanorthosis, or setting right, one thinks better of what one has said and qualifies it or even takes it back, as in Augustines classic Give me chastity and continencebut not yet (Confessions 8.7). Epanorthosis is particularly revealing of the character of the speaker, in this case, of an untrustworthy soul divided against itself and given more to self-deception than to deception of others. (P. Christopher Smith, The Hermeneutics of Original Argument: Demonstration, Dialectic, Rhetoric. Northwestern Univ. Press, 1998)​They have a right to more comfort than they at present enjoy; and more comf ort might be afforded them, without encroaching on the pleasures of the rich: not now waiting to enquire whether the rich have any right to exclusive pleasures. What do I say?encroaching! No; if an intercourse were established between them, it would impart the only true pleasure that can be snatched in this land of shadows, this hard school of moral discipline. (Mary Wollstonecraft, A Vindication of the Rights of Men, 1790)​ I should probably have said at the outset Im noted for having something of a sense of humour, although I have kept myself very much to myself over the last two years notwithstanding, as it were, and its only as comparatively recently that I began to realizewell, er, perhaps realize is not the correct word, er, imagine, imagine that I was not the only thing in her life. (Michael Palin in episode two of Monty Pythons Flying Circus, 1969)

Thursday, November 21, 2019

Organisations, Competition and Environment - Assignment for Higher Essay

Organisations, Competition and Environment - Assignment for Higher National Diploma in Business and Management - Essay Example Recently, the Czech Republic and other Eastern European countries were admitted into the European Union. I hypothesise that the entry of the Czech Republic has significant positive effects for companies in the European Union given that tariffs between the Czech Republic and other EU countries in general and the United Kingdom in particular have been eliminated. The aim of this paper is to prepare an article for a UK company that has operations in the Czech Republic describing the effects on the company of the Czech Republic’s admission into the Union. The rest of the paper is organised as follows: Section 2 describes the European Union how the admission of the Czech Republic into the Union has affected our chosen company, Section 3 presents a syllabus of the main points to be included in the article and Section 4 is a presentation of the article as it will be published in the companies periodicals. The European Union was formally established in 1992 by the Maastricht Treaty (Palmowski, 2003). The Maastricht treaty brought together the 3 pillars including: the European Community (EC) whose decisions were governed by the European Commission, the European Council and the European Parliament and guarded by the European Court of Justice; the Common Foreign and Security Policy, which is determined on the basis of intergovernmental cooperation in the European Council alone; Justice and Home Affairs. (Palmowski, 2003). The European Union was formed as a continuation of the process to promote an economic and political Union in Europe which began with the formation of the European Community after the Second World War. (Palmowski, 2003). In addition, in the 1980s, Europe became more concern about the internationalisation and globalisation of trade and politics in which small European States could only have an influential voice if they acted in coordination with each other. (Palmowski, 2003). The

Wednesday, November 20, 2019

Why affirmative action is still needed in 2012 Essay

Why affirmative action is still needed in 2012 - Essay Example Affirmative action is a policy by which marginalized groups (with marginalization usually defined on the basis of gender or race or class) are given preferential treatment, usually in the form of quotas. For example, in universities, a set quota may be allocated to, for example, black people or Latin Americans in order to create a heterogeneous atmosphere and increase possibilities for racial minorities. Or a gender quota might be imposed in companies, to ensure an equal number of men and women. Whilst the focal point of affirmative action is to improve the lives of those who belong to historically marginalized sectors, one very important aim as well of this policy and perhaps its long-term goal is to achieve social integration, to break down stereotypes and biases, and to foster a more gender-fair and color-blind society. To quote Coate and Loury, in workplace affirmative action, â€Å"an important component of this question would seem to be the impact of affirmative action on empl oyers’ stereotypes about the capabilities of minority workers. If affirmative action serves to break down negative stereotypes, then to the extent that these underlie discrimination, a temporary program of affirmative action should lead to permanent gains for minorities† (1220). What must be remembered, however, if we are to break down these stereotypes by any sort of policy, is that these stereotypes did not take place overnight, but are the products or outcomes of socially-reproduced perceptions. Women have been considered as the weaker sex, unable to carry out masculine tasks and duties requiring intellectual development. In the past, a little girl would learn from her mother that a woman’s place was at home – doing household work like cooking and cleaning and watching over young children. Indeed, societal norms have greatly affected women in many cultures. Women, in most cultures, are considered to be inferior, a situation that has continued to hinder their career progress. In many societies, men and women are assigned distinct social roles which are restricted by certain norms. The perception of the role of women in the workforce has widely changed over time in the society. Historically, the society viewed women society as in the home taking care of the husband and children. Social norms required the woman to be submissive to the husband and should not leave the home for work. Social norms treated women traits as meek and submissive, and work, especially in demanding fields like engineering, would make them lose the traits. Hence, this discouraged women to work in demanding occupations like engineering, science, and mathematics with low pay. We must bear in mind that these â€Å"dichotomous, mutually exclusive categories that shape our understanding of the world are gendered and they are key to the production and reproduction of violence at all levels† (Confrontini 333). This cultural pressure to be a homemaker and not to aspire to work professionally or to yearn for achievements such as those done by men was what impacted on access to education by girls vis a vis boys. According to the Women’s International Center: Formal education for girls historically has been secondary to that for boys. In colonial America girls learned to read and write at dame schools. They could attend the master's schools for boys when there was room, usually during the summer when most of the boys were working. By the end of the 19th century, however, the number of women

Sunday, November 17, 2019

Business admin assignment 1 Essay Example | Topics and Well Written Essays - 1250 words

Business admin assignment 1 - Essay Example It is also considered one of the most admired companies in the United States since many people recognize its performance and strategic planning (Dowling, 2008). This is mostly seen in the strategies that are used in enhancing its markets. This has been widely attributed by globalization. First, globalization has played a major role in expanding the performance of apple inc. This has been realized as there is increased competition from the corporation. With the induction of globalization, many corporations find it easy to penetrate into other markets (Berry, 2005). As such, they have the legality of selling their products in all markets across the globe. With induction of their products in such markets, many people have access to a variety of products which are available in the market. Since the population has a variety of products, they have the freewill of choosing the best quality products. This will have a positive impact on the quality of products that are sold in the market. Sim ilarly, this is an opportunity to reduce any chances of corporations monopolizing a market. Monopolies have direct control over the market and may likely supply substandard products. However, with the induction of Apple Inc in the market, the corporation has been able to give the market unparalleled products. This has been awaking call for other companies that would like to dominate the market. Secondly, globalization has played a major role in ensuring there are economies of large scale production. Businesses have been stating that the costs of productions are escalating with each passing year. However, large corporations have stated that economies of large scale production are the only solution to effective production. This has been proved by Apple Corporation as it savors large scale production. This reduces the cost of production, cost of labor and other miscellaneous expenses. As such, the corporations are able to produce high quality products to the market at an affordable pri ce. Similarly, the corporation is able to make substantial profits that are used in expansion (Berry, 2005). In many instances, corporations plough back profits into the business with the essence of increasing production. In addition to enhancing the performance of the corporations, globalization has helped these corporations to increase competitiveness. Apparently, this has helped many corporations to reconsider customer needs and their values. As a matter of fact, many customers in the market are now realizing the cost effectiveness of globalization through production of better products that are of high quality. As such, customers feel that their needs and preferences are approached in a satisfactory manner. Thirdly, globalization has helped many corporations including Apple Corporation to realize the positivity of location flexibility. When there is globalization, many corporations find it appropriate to expand their businesses to other untapped markets. These markets provide a s ubstantial demand market for their products as they feel the urge to purchase such products. In the end, the corporation benefits substantially as it increases its profits. In addition to this, the corporation realizes the reduction in costs of production. For instance, when they start another plant in an area, they use locally available labor, materials and other resources in the same

Friday, November 15, 2019

Strategic Role of the Sales Person for Online Consumers

Strategic Role of the Sales Person for Online Consumers Abstract. This study aims to explore the role of online sales promotions in creating a sustainable competitive advantage for Shell. Based on the literature review and the research objective 4 propositions were developed. Shells representation of the product online plays a key role in driving consumer attitude towards shopping online and the intention to buy. The consumers perception of enjoyable online experience has a positive impact on impulse purchases leading to increase in sales for Shell. The online virtual experience created by the Shell promotion will play a major role in creating a competitive advantage. The communication of trust and credibility by the online promotions of Shell reduces uncertainty and adds perceived value to the brand. Based on the exploratory nature of the research objective depth interviews were used to provide insights into the consumer motives for engaging in the online promotional activity of Shell and how they perceive the information communicated and what are its effects on their decision making process. The information captured was measured using the analytical framework in order to validate the propositions. All the 4 propositions were proved to be valid however the research faces limitations in terms of the sample size and the attributes covered. Therefore using this research as a base it the strategic role of online promotions and its potential for establishing a sustainable competetive advantage could be further explored with a larger sample to reach a conclusion. 1 .0 Introduction Shell is a global organisation with a huge portfolio of businesses across domains. The firm has used the web as a platform to support its business through online marketing and promotions. In 2009 the shell retail department has been involved in Shell fuels campaign which highlights the quote â€Å"Get the most out of every drop† and the Shell retail team is interested in conducting a post implementation review of their retail promotions in 2009, as the retail team is interested in knowing, if their current retail promotion for the Shell fuels campaign 2009 is successful in meeting its promotional objectives, as it has been investing  £40,000 to  £48,000 on its retail promotions. The objective of the promotion chosen is to drive online traffic to the forefront and to influence trial through portal web traffic. The implementation task is outsourced to external agencies and therefore the Shell retail promotions manager Carolyn Thomas is interested to know the perception of ad option by the external customers. Moreover the retail department does not want to cheapen the Shell brand through their promotion. The promotion which is tested in this research would be the e-vouchering promotion used in the U.K. Bowman (1997) states that 80% of sales promotion does not work in the U.K. For example: It has been discussed in the academic research arena that coupon promotions are inefficient. Moreover research suggests that sales promotion is unlikely to attain sustainable competitive advantage; there are exceptions to the above argument example: Tesco, BA (Yeshin, 2006).However this is the case with sales promotions relative to the traditional shopping environment. The existing academic literature in online consumer behaviour suggests that, with technological advancements on the web, the online sales promotion has the potential to achieve a competitive advantage (Ref).Therefore the role of online sales promotions in obtaining a sustainable advantage is explored in t he context of Shell. Furthermore the significance of the promotional activity is analysed through qualitative in-depth interviews which tries to capture the different dimensions of online consumer perceptions on sales promotions. This in turn is validated with reference to the literature review conducted in the context of this research objective. 2.0 Problem Definition: Sales promotion in this context is defined as a planned and implemented marketing activity that enhances product or service appeal and changes consumer behaviour in return for an additional benefit for a purchase or participation (Yeshin, 2006).However existing research suggests that sales promotions can either enhance or destroy brand value, it depends on how the consumer perceives the promotion. Furthermore it is also concluded that the techniques such as coupon promotions offer little in terms of brand sustenance and leads to no lasting positive change in the value of post promotion sales and could also result in damaging the existing perception of consumers on the brand(Ref).However in the case of Shell this would depend on the strategic contribution of the promotional activity implemented by Shell. Therefore it is important to research the strategic role of sales promotion and its impact on the brand image of Shell, as the brand destruction by a sales promotion of one product would have an impact on the overall brand which caters to a wider portfolio of products and services (Ref). 3.0 Research Objective and Process: The Objective of this research is to explore the strategic role of sales promotion in engaging online consumers and its likelihood of obtaining a sustainable advantage within Shell. The methodology chosen for this research is qualitative and would involve depth interviews because this research is exploratory and requires the understanding of consumer perceptions and their feelings towards the online promotions. The sample used for this research involves Shell mangers responsible for the implementation of the promotion as well as the potential online consumers for Shell. This would benefit the Shell retail department in using the interactive elements of the web relative to online consumers perception on its promotion and reduce the risk of value destruction and potentially establish a sustainable advantage. This study would potentially give an understanding on the perceptions of their online consumers in the U.K which is one of their major markets. However this research does face limitations due to time constraints and access to resources ,this research would be considered as a pilot and could be explored in future with more detail for Shells other major markets such as Europe, US , Africa and Middle-East with the leverage of time and resources. Moreover the validity of this research could be enhanced with more samples in the U.K. 4.0 Literature Review This section would literally look again at the existing academic literature on what has already been written about sales promotions and online consumer behaviour within the context of this research (Lee and Lings, 2008).The existing academic literature on sales promotions has concluded that, its less likely to achieve a sustainable advantage because it is often used by marketers as a short term measure to achieve sales targets (Ref). However there is a considerable amount of research happening in the area of online promotions which suggests that there is a potential for online promotions to establish a competitive advantage by taking advantage of the technological advancements on the web, such as the 3 dimensional and interactive features of the web, which could be used by marketers in creating perceived value to the brand and therefore contributing to the long term brand value (Ref). However there is limited research in the role of online sales promotions in establishing an online s ustainable advantage because of the rapid technological developments. Therefore this research would contribute to the existing literature and also would attempt to answer Shells question on if their promotion is creating or destroying its brand value. The research propositions are developed based on the literature review and also would form the basis of an appropriate research methodology. 4.1 Conceptualization of Promotions: Promotions have perhaps witnessed both dramatic growth and change over the years than any other area of marketing communications (Yeshin, 2006).Therefore it is important to review the different definitions relative to the changing nature of promotions (Table 1). Academics Definition The institute of sales promotions(2004) Describes, â€Å"A planned and implemented marketing activity that both enhances product or service appeal and changes customer behaviour positively in return for additional benefit for purchase or participation † Shimp (2000) Suggests that â€Å"a promotion is any incentive used by a manufacturer to induce the trade and/or consumer to buy a brand and encourage the sales force to aggressively sell it† Kotler et al(1999) Defines sales promotion as â€Å"Short-term incentives to encourage purchase or sale of a product or service† Schultz, Robinson and Petrison(1992) Provide a more strategic definition of sales promotion, they suggest that â€Å"Sales promotions are marketing and communication activities that change the price/value relationship of a product or service perceived by the target, thereby (1)generating immediate sales and (2)altering the long term brand value† The Direct marketing association(1994) Similarly argues that â€Å"Sales promotion activities that communicate distinctive brand attributes and contribute to the brand development and reinforcement of brand value are consumer franchise building promotions† Alan Toop(1994) Writing in marketing suggests:† Sales promotion conducts an interactive relationship with its audience. It invites participation, invites consumers to enter ,to apply, to collect† Table 1: Sales promotion definitions Therefore the above contradictions in the definitions, leads to a confusion in the role and purpose of sales promotions, and therefore its been argued seriously in the academic arena, and concluded that the techniques offer-little in the way of brand sustenance, and leads to no lasting positive change in the value of post promotion sales, and as a consequence could result in damage to the existing brand perceptions (Ehrenberg et al, 1991; Ehrenberg, 1994; Jones, 1990; Yeshin, 2006). However this would depend on the strategic contribution of the promotional activity implemented by Shell (Ref).Moreover its been pointed by Gupta et al (1997) that empirical research in the area of sales promotions has been focusing on the short term effects of sales promotions and therefore its been used by most marketers as a tactical tool. In support Peattie and Peattie (1997) argue that the bundling of all the different types of promotions for the purpose of research and study gives a very limited view of the potential achievements of sales promotions and also has encouraged a negative perception on the impacts that promotions can potentially have on the brand. Furthermore in the following paper Peattie et al (1997) argues that most of these preconceptions are caused because of the tendency to view sales promotions as only price based and exclude the promotional activities that add value to the brand. This point is reiterated that the tendency of most researchers in this area has been to generalize sales promotions under money off and coupon promotions (Peattie, 2002). Moreover it has been argued that much of the research on sales promotions has been conducted considering the short term effects of sales promotions and has rarely conducted any research on the more long term contribution of sales promotions such as the communication oriented impact of sales promotion on consumers (Peattie,2002).This implies that in order to make sense and obtain reliable results it is necessary to disaggregate the different sales promotional techniques into their individual components(Yeashin,2006). Therefore in this research the long term contribution of Shells E-vouchering promotion is evaluated. Moreover it is argued that generalising all the promotions to achieve the same goals irrespective of their individual execution would imply incorrect results (Yeashin, 2006).Furthermore it is also pointed out by various authors that in order to focus on the long term impacts of sales promotions a more strategic focus is required and is illustrated by the following quotes ‘Sales promotions have come a long way from the time when it was ‘simply a short term inducement to increase sales (Robinson and Hauri, 1995). ‘Promotions are no longer simply short-term initiatives to lift sales, they are increasingly being used to reinforce brand values (Gay, 1997) The above definitions suggest the need for a long -term focus and the strategic application of sales promotions considering broader dimensions of the potential impacts of sales promotions (Yeshin, 2006).Therefore it is important to explore the broader strategic dimensions of Shells sales promotions in order to reach a credible conclusion on its contribution to the Shell brand. 4.2Strategic dimension of sales Promotions: Research suggests that more often sales promotion is considered as a short term-tactical tool (Yeshin, 2006).Although sales promotion is widely used to fulfil a variety of short-term objectives it often fails to recognize the strategic contribution on the long term, and it could often result in destroying the image or value of the brand (Yeshin, 2006). In order to evaluate its long term benefits it is critical to analyse the contributions of Shells online sales promotion in reinforcing its brand image, enhancing customer loyalty and developing strong relationships with its consumers because this can strengthen its brand position(Ref). Therefore it is important to explore the role of strategy within Shells online sales promotion and its contribution to the long-term effectiveness of the brand. 4.2.1Role of strategy: The strategy should provide a framework to measure and research on the type of sales promotion implemented (Head, 1998; Yeshin, 2006). Although it is suggested that sales promotions should be considered in line with the overall brand building process (Yeshin, 2006). An alternative definition by Schultz et al (1992) provides a more strategic focus on the on the consideration of the sales promotion activity. â€Å"Sales promotions are marketing and communications activities that change the price/value relationship of a product/service perceived by the target, therefore by generating immediate sales and altering long term brand value† The above definition is considered important because it recognizes the need for generating short term sales volume and also promotes the need to consider the long term issues related to the brand (Schultz et al, 1992; Yeshin, 2006).Therefore based on this definition the strategic significance of Shells promotions in engaging online consumers should be evaluated because this definition gives a base for evaluating the promotions of Shell by recognising the short term objective of generating sales volume whilst appreciating the long term issues relative to its brand (Schultz et al,1992).For this reason it is required to explore the impact of sales promotions and its implications to the Shell brand. In order to understand its significance to the Shell brand it is important to identify the strategic use of sales promotions (Yeshin,2006).This would benefit Shell in communicating consistent overall brand image whilst helping each individual promotion achieve its objectives by creating incre ased awareness(Yeshin,2006). It has been pointed that the reduction in product differentiation is one of the reasons for the increased usage of sales promotions(Yeshin,2006).Furthermore various studies suggest that similarities between brands can cause reduction in brand loyalty and is a consequence of increased usage of price oriented promotions(Ehrenberg,1993;Mela et al,1997). However there are various promotions that have demonstrated the potential to enhance the brand and generate loyalty in the long-term. For example: The frequent flyer schemes by airlines, Levis Flat Eric and Pepperami Fanimal(Yeshin,2006).Therefore as Lisa Campbell(1996)work in Promotions and incentives journal suggests ‘Its not the tool we should be blaming but the users. This implies that the sales promotion tool used by Shell is not to be blamed but the way in which it is applied. Therefore it is required to review the literature on the strategic application of sales promotions and its potential benefits. 4.2.2The Strategic Application of Sales promotions: Davies (1992) and OMalley (1993) provide a contrasting view which suggests that sales promotions that are consistent with the overall marketing communications plan can enhance long term brand value and therefore could be considered strategically valuable.Similarily its been argued that sales promotions offering a rebate or discount are likely to cheapen the brand(Aaker,1991).However there are ways to apply promotions strategically and enhance the brand equity rather than destroying it(Aaker,1991). Furthermore the brand equity can be reinforced by strengthening its brand awareness and associations (Yeshin,2006).However based on the research conducted by Peattie et al (1997) it is concluded that sales promotions have the potential to: 1.Improve brand awareness. 2.Stimulate product trial. 3.Act as a communications channel between a company and its customers. Based on the research by Peattie et al (1997) the strategic application of Shells sales promotion is identified to stimulate product trial and act as communication channel between Shell and it consumers. However its contribution to the brand depends on how the consumer perceives the promotion. Furthermore the potential reasons behind using sales promotions needs to be identified in order to understand the reason underpinning Shells Online promotions (Yeshin, 2006). Lee (2002) suggests four reasons for using sales promotions: 1. Reaction to competitors promotions 2. Inertia: This is what the firm always did 3. Meeting short term-sales objectives 4. Meeting long-term objectives However research suggests that most sales promotions fall in the first 3 categories mainly for price based promotions (Lee, 2002).Moreover in most cases it is not used strategically but used as a panic measure. Furthermore it is suggested that sales promotions should be used at a higher level where it is integrated with main strategy (Lee, 2002).Therefore the usage of Shells online promotions and its relationship with the overall strategy needs to be explored. In order to understand this relationship within the context of this research it is important to identify the type of sales promotion strategy used by Shell. 4.2.3Type of strategies: As sales promotion can reflect both push and pull strategies it is important to distinguish between the types of strategies that could be potentially used by Shell (Yeshin, 2006).The push strategy motivates distribution channels and encourages them to promote the product or service to the consumer, whereas the pull strategy is targeted directly towards end users to purchase products or services from the distribution channel (Yeshin, 2006). Based on the above definitions and Shells promotional objective its promotional strategy is identified as a Pull strategy. These definitions of strategy are derived based on its intention to achieve results or goals for the firm(Craig,1983).Therefore in this case Shells choice of Pull strategy is based on its intention to drive online traffic to the forefront and increase the number of trials through its web portal. However there are multiple objectives for a firm at the corporate level and this leads to the design of different strategies to achieve different objectives at the expense of others (Craig, 1983; Shendel and Patton, 1978).Therefore this research tries to focus on the chosen sales promotion and its objective and does not consider the impacts of other objectives and strategies of the firm. Furthermore many research scholars have suggested that sales promotion is unlikely to attain sustainable competitive advantage (Yeshin, 2006).However there are exceptions to the above argument example: Tesco club card, BA Air miles (Yeshin, 2006). Therefore the sustainability of Shells online promotions is not ruled out and therefore needs to be explored. Moreover it is important to adopt a strategic approach rather than a tactical approach, which has been the focus in most cases (Yeshin, 2006). In order to evaluate the effectiveness and sustainability of Shells retail promotions, it is necessary to consider the potential impacts of sales promotion on the consumer. Raghubir et al (2004) argues that promotions may have three forms of impact on the consumer 1. Economic: The monetary benefits derived from the type of the promotional offer and its potential decrease in transaction time that lead to a simplified purchase decision. 2. Informational: It is about communicating the information about a brand which is unknown to the consumer. 3. Emotional: The feelings or emotions that are aroused as consequence of the exposure to the promotion. Therefore the impact of Shells online promotions in the above three forms would be explored in order to evaluate its contribution t 5.0 Measuring the effectiveness of promotions Although sales promotion is argued to be a marketing technique which is beneficial in the short-term. It is important to measure its long term-effectiveness in order to analyse the strategic significance of the activity. As cook (1995) argues it is important to consider the objective of the promotion before evaluation of the promotion in order to choose the best approach. Therefore in this case the post implementation review is done and its long-term effectiveness is considered. Based on the literature review and Yeshin (2006) suggestion the following factors could be used to measure the long term effectiveness of sales promotions: 1. Does the promotional concept fit well with the brand and expected consumer perceptions? 2. Is the promotion perceived to be credible by the consumers? 3. Are there any constraints for the consumer to overcome in responding to the promotion? 4. Is the recommended promotion most likely to achieve the desired objectives? 5. Is the promotion perceived as a value addition in satisfying consumer needs? In order to explore the long-term effectiveness and its contribution to obtain an online competitive advantage for Shell the existing literature on competitive advantage is explored relative to Shells online promotions. 6.0 Competitive Advantage: The information revolution has given firms new ways to outperform their rivals and therefore allows the firm to create a competitive advantage(Ref).This conceptualisation of competitive advantage is important because it is relative to the research objective which explores how the information presented by the sales promotion could contribute to the overall brand. The research by Porter and Miller suggest that it is hard to underestimate the strategic significance of the latest developments in information technology. It demonstrates that Information technology has been transforming the nature of products, processes, companies, industries and even competition itself (Porter and Miller,1985).Although it has been treated as a support service it is suggested that organisations should understand that on a broader perspective, as Information technology could create sustainable competitive advantage (Porter and miller,1985).Therefore with ongoing developments on the web, the strategic significance of Shells online promotions needs to be explored in order to identify its potential in obtaining an online competitive advantage. Information technology should be perceived as medium that can process the information created by businesses and use them through the various technologies that are linked in order to create a competitive advantage (Ref).Therefore it is relevant to discuss the reasons that underpin the strategic significance of Information technology and its impacts on business in order to understand how it could be used to create an online competitive advantage for Shell (Ref). Research suggests that information technology changes the way in which products and services are created and the information provided in order to create value to the consumers (Ref).In the case of Shell the value created is determined by the amount the consumers are willing to pay for their product or service (Ref).Therefore the Shell retail promotions could be considered profitable if the value it creates through the implementation of its promotion exceeds the cost of performing the promotional activity(Ref).This implies that Shell should either perform the promotional activity at a lesser cost or should create perceived value that leads to a premium price(Ref). 6.1Sustainable Competitive Advantage: The online environment is changing the existing roles of competition and strategy because there is a pressure on the average profitability of the industry which is created by the internet (Porter, 1991).Therefore with competition from firms such as B.P, ESSO and Total it is important for Shell to set itself apart from the others (Ref). This could be possible only by achieving a sustainable competitive advantage (Ref).However this could be achieved either by operational effectiveness or strategic positioning(Ref).In the case of operational effectiveness it is required for Shell to do things better than competitors where as in the case of strategic positioning Shell has to do things differently from competitors there by offering something unique to customers(Ref).However the improvement of operational efficiency using the internet does not provide a competitive advantage because the best practise established by Shell can be imitated by its competitors(Ref).Moreover it is argued that co mpetitive advantage tends to be short-lived in the online environment because competitor can easily monitor and offer a similar offer or service(Chaffey et.al., 2000:134).Therefore it becomes difficult to sustain the operational advantage. Hence strategic positioning is considered more important in this case where strategic positioning should involve a series of tailored activities to develop a product or service appeal that would offer a unique value perception (Ref). Moreover the online environment can be used to draw long lasting customer relationships (Ref).The interactive nature of the online environment can be used to build relationships (Ref). This is supported by Gronroos(1994). Buttle (1996:1) statement â€Å"Enduring relationships with customers cannot be duplicated by competitors, and therefore provide a unique and sustainable competitive advantage†. Therefore in order to explore the contribution of interactive online environment in building relationships with the consumer it is required to conceptualise the online consumer behaviour and the factors influencing them. 7.0Online consumer Behaviour: The strategic role of sales promotions in engaging online consumers is explored. Therefore based on the research objective it is important to have a significant understanding on online consumer behaviour and factors influencing them. Research suggests that more than 20% of consumers across several countries are buying products online using the internet and more than 50% of internet users in the U.S buy products and services online (Kim et al, 2009). In the U.K around 40% of internet users buy products and services online (Kim et al, 2009). Although it could be argued that there is no difference between online and traditional consumers (Constantinides, 2004). The new addition is building trust or confidence and is suggested to have a significant influence on online buying process (Ref).Therefore the factors influencing online consumer behaviour needs to be discussed based on the existing literature in order to understand their implications to the online promotions of Shell. 7.1Factors Influencing consumer Behaviour: Based on the previous academic research it is inferred that there are controllable and uncontrollable factors which influence consumer behaviour (Constantinides, 2004). The interaction of controllable and uncontrollable factors determines online decision making process just as in traditional markets (Constantinides, 2004).However in this research the factors that are under the control of the E-marketer would be explored. The existing research on online consumer behaviour indicates a set of controllable factors influencing consumer behaviour (Ref) * The functional attributes of the website such as interactivity and usability. * The psychological elements intended in lowering the level of consumers uncertainty by the communication of Trust and credibility of the website. There has been considerable amount of research on the components of web experience. However there has been minimal attention in their integration. Therefore this research attempts to explore the contribution of these elements in obtaining a competitive advantage. Based on the research objective the online consumer behaviour is conceptualised. 7.2Conceptualisation of Online Consumer behaviour: The online consumer behaviour is the key theme around which this research is based. Therefore it is imperative to introduce the online consumer considered in this research. Based on previous academic research the online consumer is considered to be a computer user and a shopper (Koufaris, 2002).The online consumers could be classified as potential customers and repeat customers as they posses different amount of information and use different criteria to make a purchase decision (Kim et al, 2009).Although it is suggested that different promotional strategies should be used to create initial sales and to generate repeat sales (Ref). This leads to less clarity on the differences in decision making by the two groups of consumers. However the research by Kim et al (2009) shows that the value perception of the transactions made online are strongly influenced by the non-monetary factors like perceived risk factor than by monetary factors like perceived price for potential consumers, in cont rast the repeat customers are strongly influenced by monetary factors than non-monetary factors(Ref). Therefore it is suggested that the promotion needs to be customised for the two different groups. But the extent of customisation and its influence on the consumers need to be tested and validated in the case of Shell (Zhang, 2009). This leads to a proposition where it is important to understand and measure online consumer behaviour. A multidisciplinary approach needs to be taken as it is important to consider Information systems, marketing and physiological perspectives to do a comprehensive analysis on online consumer behaviour (Straub and Watson 2001). There have been various attempts from academics in building models around online consumer behaviour. The key attributes identified from the research are on converting web surfers into web consumers and, reasons for not shopping online. It is interesting to see transaction cost theory being applied to understand the impact of I.T on market structure and consumer behaviour (Malone et al. 1987).Based on the frame work it is inferred that if buyer search costs are substantial it could influence consumer behaviour (Bakos 1997).However it is important to see how effective it is in the context of online consumers. It is argued that online consumers cannot depend on al l 5 senses to make purchase decisions as they are limited to product or services represented through photographs and text descriptions (Koufaris, 2002).However research shows that the representation of the product online and the web experience play a key role in driving consumer attitude towards shopping online and Strategic Role of the Sales Person for Online Consumers Strategic Role of the Sales Person for Online Consumers Abstract. This study aims to explore the role of online sales promotions in creating a sustainable competitive advantage for Shell. Based on the literature review and the research objective 4 propositions were developed. Shells representation of the product online plays a key role in driving consumer attitude towards shopping online and the intention to buy. The consumers perception of enjoyable online experience has a positive impact on impulse purchases leading to increase in sales for Shell. The online virtual experience created by the Shell promotion will play a major role in creating a competitive advantage. The communication of trust and credibility by the online promotions of Shell reduces uncertainty and adds perceived value to the brand. Based on the exploratory nature of the research objective depth interviews were used to provide insights into the consumer motives for engaging in the online promotional activity of Shell and how they perceive the information communicated and what are its effects on their decision making process. The information captured was measured using the analytical framework in order to validate the propositions. All the 4 propositions were proved to be valid however the research faces limitations in terms of the sample size and the attributes covered. Therefore using this research as a base it the strategic role of online promotions and its potential for establishing a sustainable competetive advantage could be further explored with a larger sample to reach a conclusion. 1 .0 Introduction Shell is a global organisation with a huge portfolio of businesses across domains. The firm has used the web as a platform to support its business through online marketing and promotions. In 2009 the shell retail department has been involved in Shell fuels campaign which highlights the quote â€Å"Get the most out of every drop† and the Shell retail team is interested in conducting a post implementation review of their retail promotions in 2009, as the retail team is interested in knowing, if their current retail promotion for the Shell fuels campaign 2009 is successful in meeting its promotional objectives, as it has been investing  £40,000 to  £48,000 on its retail promotions. The objective of the promotion chosen is to drive online traffic to the forefront and to influence trial through portal web traffic. The implementation task is outsourced to external agencies and therefore the Shell retail promotions manager Carolyn Thomas is interested to know the perception of ad option by the external customers. Moreover the retail department does not want to cheapen the Shell brand through their promotion. The promotion which is tested in this research would be the e-vouchering promotion used in the U.K. Bowman (1997) states that 80% of sales promotion does not work in the U.K. For example: It has been discussed in the academic research arena that coupon promotions are inefficient. Moreover research suggests that sales promotion is unlikely to attain sustainable competitive advantage; there are exceptions to the above argument example: Tesco, BA (Yeshin, 2006).However this is the case with sales promotions relative to the traditional shopping environment. The existing academic literature in online consumer behaviour suggests that, with technological advancements on the web, the online sales promotion has the potential to achieve a competitive advantage (Ref).Therefore the role of online sales promotions in obtaining a sustainable advantage is explored in t he context of Shell. Furthermore the significance of the promotional activity is analysed through qualitative in-depth interviews which tries to capture the different dimensions of online consumer perceptions on sales promotions. This in turn is validated with reference to the literature review conducted in the context of this research objective. 2.0 Problem Definition: Sales promotion in this context is defined as a planned and implemented marketing activity that enhances product or service appeal and changes consumer behaviour in return for an additional benefit for a purchase or participation (Yeshin, 2006).However existing research suggests that sales promotions can either enhance or destroy brand value, it depends on how the consumer perceives the promotion. Furthermore it is also concluded that the techniques such as coupon promotions offer little in terms of brand sustenance and leads to no lasting positive change in the value of post promotion sales and could also result in damaging the existing perception of consumers on the brand(Ref).However in the case of Shell this would depend on the strategic contribution of the promotional activity implemented by Shell. Therefore it is important to research the strategic role of sales promotion and its impact on the brand image of Shell, as the brand destruction by a sales promotion of one product would have an impact on the overall brand which caters to a wider portfolio of products and services (Ref). 3.0 Research Objective and Process: The Objective of this research is to explore the strategic role of sales promotion in engaging online consumers and its likelihood of obtaining a sustainable advantage within Shell. The methodology chosen for this research is qualitative and would involve depth interviews because this research is exploratory and requires the understanding of consumer perceptions and their feelings towards the online promotions. The sample used for this research involves Shell mangers responsible for the implementation of the promotion as well as the potential online consumers for Shell. This would benefit the Shell retail department in using the interactive elements of the web relative to online consumers perception on its promotion and reduce the risk of value destruction and potentially establish a sustainable advantage. This study would potentially give an understanding on the perceptions of their online consumers in the U.K which is one of their major markets. However this research does face limitations due to time constraints and access to resources ,this research would be considered as a pilot and could be explored in future with more detail for Shells other major markets such as Europe, US , Africa and Middle-East with the leverage of time and resources. Moreover the validity of this research could be enhanced with more samples in the U.K. 4.0 Literature Review This section would literally look again at the existing academic literature on what has already been written about sales promotions and online consumer behaviour within the context of this research (Lee and Lings, 2008).The existing academic literature on sales promotions has concluded that, its less likely to achieve a sustainable advantage because it is often used by marketers as a short term measure to achieve sales targets (Ref). However there is a considerable amount of research happening in the area of online promotions which suggests that there is a potential for online promotions to establish a competitive advantage by taking advantage of the technological advancements on the web, such as the 3 dimensional and interactive features of the web, which could be used by marketers in creating perceived value to the brand and therefore contributing to the long term brand value (Ref). However there is limited research in the role of online sales promotions in establishing an online s ustainable advantage because of the rapid technological developments. Therefore this research would contribute to the existing literature and also would attempt to answer Shells question on if their promotion is creating or destroying its brand value. The research propositions are developed based on the literature review and also would form the basis of an appropriate research methodology. 4.1 Conceptualization of Promotions: Promotions have perhaps witnessed both dramatic growth and change over the years than any other area of marketing communications (Yeshin, 2006).Therefore it is important to review the different definitions relative to the changing nature of promotions (Table 1). Academics Definition The institute of sales promotions(2004) Describes, â€Å"A planned and implemented marketing activity that both enhances product or service appeal and changes customer behaviour positively in return for additional benefit for purchase or participation † Shimp (2000) Suggests that â€Å"a promotion is any incentive used by a manufacturer to induce the trade and/or consumer to buy a brand and encourage the sales force to aggressively sell it† Kotler et al(1999) Defines sales promotion as â€Å"Short-term incentives to encourage purchase or sale of a product or service† Schultz, Robinson and Petrison(1992) Provide a more strategic definition of sales promotion, they suggest that â€Å"Sales promotions are marketing and communication activities that change the price/value relationship of a product or service perceived by the target, thereby (1)generating immediate sales and (2)altering the long term brand value† The Direct marketing association(1994) Similarly argues that â€Å"Sales promotion activities that communicate distinctive brand attributes and contribute to the brand development and reinforcement of brand value are consumer franchise building promotions† Alan Toop(1994) Writing in marketing suggests:† Sales promotion conducts an interactive relationship with its audience. It invites participation, invites consumers to enter ,to apply, to collect† Table 1: Sales promotion definitions Therefore the above contradictions in the definitions, leads to a confusion in the role and purpose of sales promotions, and therefore its been argued seriously in the academic arena, and concluded that the techniques offer-little in the way of brand sustenance, and leads to no lasting positive change in the value of post promotion sales, and as a consequence could result in damage to the existing brand perceptions (Ehrenberg et al, 1991; Ehrenberg, 1994; Jones, 1990; Yeshin, 2006). However this would depend on the strategic contribution of the promotional activity implemented by Shell (Ref).Moreover its been pointed by Gupta et al (1997) that empirical research in the area of sales promotions has been focusing on the short term effects of sales promotions and therefore its been used by most marketers as a tactical tool. In support Peattie and Peattie (1997) argue that the bundling of all the different types of promotions for the purpose of research and study gives a very limited view of the potential achievements of sales promotions and also has encouraged a negative perception on the impacts that promotions can potentially have on the brand. Furthermore in the following paper Peattie et al (1997) argues that most of these preconceptions are caused because of the tendency to view sales promotions as only price based and exclude the promotional activities that add value to the brand. This point is reiterated that the tendency of most researchers in this area has been to generalize sales promotions under money off and coupon promotions (Peattie, 2002). Moreover it has been argued that much of the research on sales promotions has been conducted considering the short term effects of sales promotions and has rarely conducted any research on the more long term contribution of sales promotions such as the communication oriented impact of sales promotion on consumers (Peattie,2002).This implies that in order to make sense and obtain reliable results it is necessary to disaggregate the different sales promotional techniques into their individual components(Yeashin,2006). Therefore in this research the long term contribution of Shells E-vouchering promotion is evaluated. Moreover it is argued that generalising all the promotions to achieve the same goals irrespective of their individual execution would imply incorrect results (Yeashin, 2006).Furthermore it is also pointed out by various authors that in order to focus on the long term impacts of sales promotions a more strategic focus is required and is illustrated by the following quotes ‘Sales promotions have come a long way from the time when it was ‘simply a short term inducement to increase sales (Robinson and Hauri, 1995). ‘Promotions are no longer simply short-term initiatives to lift sales, they are increasingly being used to reinforce brand values (Gay, 1997) The above definitions suggest the need for a long -term focus and the strategic application of sales promotions considering broader dimensions of the potential impacts of sales promotions (Yeshin, 2006).Therefore it is important to explore the broader strategic dimensions of Shells sales promotions in order to reach a credible conclusion on its contribution to the Shell brand. 4.2Strategic dimension of sales Promotions: Research suggests that more often sales promotion is considered as a short term-tactical tool (Yeshin, 2006).Although sales promotion is widely used to fulfil a variety of short-term objectives it often fails to recognize the strategic contribution on the long term, and it could often result in destroying the image or value of the brand (Yeshin, 2006). In order to evaluate its long term benefits it is critical to analyse the contributions of Shells online sales promotion in reinforcing its brand image, enhancing customer loyalty and developing strong relationships with its consumers because this can strengthen its brand position(Ref). Therefore it is important to explore the role of strategy within Shells online sales promotion and its contribution to the long-term effectiveness of the brand. 4.2.1Role of strategy: The strategy should provide a framework to measure and research on the type of sales promotion implemented (Head, 1998; Yeshin, 2006). Although it is suggested that sales promotions should be considered in line with the overall brand building process (Yeshin, 2006). An alternative definition by Schultz et al (1992) provides a more strategic focus on the on the consideration of the sales promotion activity. â€Å"Sales promotions are marketing and communications activities that change the price/value relationship of a product/service perceived by the target, therefore by generating immediate sales and altering long term brand value† The above definition is considered important because it recognizes the need for generating short term sales volume and also promotes the need to consider the long term issues related to the brand (Schultz et al, 1992; Yeshin, 2006).Therefore based on this definition the strategic significance of Shells promotions in engaging online consumers should be evaluated because this definition gives a base for evaluating the promotions of Shell by recognising the short term objective of generating sales volume whilst appreciating the long term issues relative to its brand (Schultz et al,1992).For this reason it is required to explore the impact of sales promotions and its implications to the Shell brand. In order to understand its significance to the Shell brand it is important to identify the strategic use of sales promotions (Yeshin,2006).This would benefit Shell in communicating consistent overall brand image whilst helping each individual promotion achieve its objectives by creating incre ased awareness(Yeshin,2006). It has been pointed that the reduction in product differentiation is one of the reasons for the increased usage of sales promotions(Yeshin,2006).Furthermore various studies suggest that similarities between brands can cause reduction in brand loyalty and is a consequence of increased usage of price oriented promotions(Ehrenberg,1993;Mela et al,1997). However there are various promotions that have demonstrated the potential to enhance the brand and generate loyalty in the long-term. For example: The frequent flyer schemes by airlines, Levis Flat Eric and Pepperami Fanimal(Yeshin,2006).Therefore as Lisa Campbell(1996)work in Promotions and incentives journal suggests ‘Its not the tool we should be blaming but the users. This implies that the sales promotion tool used by Shell is not to be blamed but the way in which it is applied. Therefore it is required to review the literature on the strategic application of sales promotions and its potential benefits. 4.2.2The Strategic Application of Sales promotions: Davies (1992) and OMalley (1993) provide a contrasting view which suggests that sales promotions that are consistent with the overall marketing communications plan can enhance long term brand value and therefore could be considered strategically valuable.Similarily its been argued that sales promotions offering a rebate or discount are likely to cheapen the brand(Aaker,1991).However there are ways to apply promotions strategically and enhance the brand equity rather than destroying it(Aaker,1991). Furthermore the brand equity can be reinforced by strengthening its brand awareness and associations (Yeshin,2006).However based on the research conducted by Peattie et al (1997) it is concluded that sales promotions have the potential to: 1.Improve brand awareness. 2.Stimulate product trial. 3.Act as a communications channel between a company and its customers. Based on the research by Peattie et al (1997) the strategic application of Shells sales promotion is identified to stimulate product trial and act as communication channel between Shell and it consumers. However its contribution to the brand depends on how the consumer perceives the promotion. Furthermore the potential reasons behind using sales promotions needs to be identified in order to understand the reason underpinning Shells Online promotions (Yeshin, 2006). Lee (2002) suggests four reasons for using sales promotions: 1. Reaction to competitors promotions 2. Inertia: This is what the firm always did 3. Meeting short term-sales objectives 4. Meeting long-term objectives However research suggests that most sales promotions fall in the first 3 categories mainly for price based promotions (Lee, 2002).Moreover in most cases it is not used strategically but used as a panic measure. Furthermore it is suggested that sales promotions should be used at a higher level where it is integrated with main strategy (Lee, 2002).Therefore the usage of Shells online promotions and its relationship with the overall strategy needs to be explored. In order to understand this relationship within the context of this research it is important to identify the type of sales promotion strategy used by Shell. 4.2.3Type of strategies: As sales promotion can reflect both push and pull strategies it is important to distinguish between the types of strategies that could be potentially used by Shell (Yeshin, 2006).The push strategy motivates distribution channels and encourages them to promote the product or service to the consumer, whereas the pull strategy is targeted directly towards end users to purchase products or services from the distribution channel (Yeshin, 2006). Based on the above definitions and Shells promotional objective its promotional strategy is identified as a Pull strategy. These definitions of strategy are derived based on its intention to achieve results or goals for the firm(Craig,1983).Therefore in this case Shells choice of Pull strategy is based on its intention to drive online traffic to the forefront and increase the number of trials through its web portal. However there are multiple objectives for a firm at the corporate level and this leads to the design of different strategies to achieve different objectives at the expense of others (Craig, 1983; Shendel and Patton, 1978).Therefore this research tries to focus on the chosen sales promotion and its objective and does not consider the impacts of other objectives and strategies of the firm. Furthermore many research scholars have suggested that sales promotion is unlikely to attain sustainable competitive advantage (Yeshin, 2006).However there are exceptions to the above argument example: Tesco club card, BA Air miles (Yeshin, 2006). Therefore the sustainability of Shells online promotions is not ruled out and therefore needs to be explored. Moreover it is important to adopt a strategic approach rather than a tactical approach, which has been the focus in most cases (Yeshin, 2006). In order to evaluate the effectiveness and sustainability of Shells retail promotions, it is necessary to consider the potential impacts of sales promotion on the consumer. Raghubir et al (2004) argues that promotions may have three forms of impact on the consumer 1. Economic: The monetary benefits derived from the type of the promotional offer and its potential decrease in transaction time that lead to a simplified purchase decision. 2. Informational: It is about communicating the information about a brand which is unknown to the consumer. 3. Emotional: The feelings or emotions that are aroused as consequence of the exposure to the promotion. Therefore the impact of Shells online promotions in the above three forms would be explored in order to evaluate its contribution t 5.0 Measuring the effectiveness of promotions Although sales promotion is argued to be a marketing technique which is beneficial in the short-term. It is important to measure its long term-effectiveness in order to analyse the strategic significance of the activity. As cook (1995) argues it is important to consider the objective of the promotion before evaluation of the promotion in order to choose the best approach. Therefore in this case the post implementation review is done and its long-term effectiveness is considered. Based on the literature review and Yeshin (2006) suggestion the following factors could be used to measure the long term effectiveness of sales promotions: 1. Does the promotional concept fit well with the brand and expected consumer perceptions? 2. Is the promotion perceived to be credible by the consumers? 3. Are there any constraints for the consumer to overcome in responding to the promotion? 4. Is the recommended promotion most likely to achieve the desired objectives? 5. Is the promotion perceived as a value addition in satisfying consumer needs? In order to explore the long-term effectiveness and its contribution to obtain an online competitive advantage for Shell the existing literature on competitive advantage is explored relative to Shells online promotions. 6.0 Competitive Advantage: The information revolution has given firms new ways to outperform their rivals and therefore allows the firm to create a competitive advantage(Ref).This conceptualisation of competitive advantage is important because it is relative to the research objective which explores how the information presented by the sales promotion could contribute to the overall brand. The research by Porter and Miller suggest that it is hard to underestimate the strategic significance of the latest developments in information technology. It demonstrates that Information technology has been transforming the nature of products, processes, companies, industries and even competition itself (Porter and Miller,1985).Although it has been treated as a support service it is suggested that organisations should understand that on a broader perspective, as Information technology could create sustainable competitive advantage (Porter and miller,1985).Therefore with ongoing developments on the web, the strategic significance of Shells online promotions needs to be explored in order to identify its potential in obtaining an online competitive advantage. Information technology should be perceived as medium that can process the information created by businesses and use them through the various technologies that are linked in order to create a competitive advantage (Ref).Therefore it is relevant to discuss the reasons that underpin the strategic significance of Information technology and its impacts on business in order to understand how it could be used to create an online competitive advantage for Shell (Ref). Research suggests that information technology changes the way in which products and services are created and the information provided in order to create value to the consumers (Ref).In the case of Shell the value created is determined by the amount the consumers are willing to pay for their product or service (Ref).Therefore the Shell retail promotions could be considered profitable if the value it creates through the implementation of its promotion exceeds the cost of performing the promotional activity(Ref).This implies that Shell should either perform the promotional activity at a lesser cost or should create perceived value that leads to a premium price(Ref). 6.1Sustainable Competitive Advantage: The online environment is changing the existing roles of competition and strategy because there is a pressure on the average profitability of the industry which is created by the internet (Porter, 1991).Therefore with competition from firms such as B.P, ESSO and Total it is important for Shell to set itself apart from the others (Ref). This could be possible only by achieving a sustainable competitive advantage (Ref).However this could be achieved either by operational effectiveness or strategic positioning(Ref).In the case of operational effectiveness it is required for Shell to do things better than competitors where as in the case of strategic positioning Shell has to do things differently from competitors there by offering something unique to customers(Ref).However the improvement of operational efficiency using the internet does not provide a competitive advantage because the best practise established by Shell can be imitated by its competitors(Ref).Moreover it is argued that co mpetitive advantage tends to be short-lived in the online environment because competitor can easily monitor and offer a similar offer or service(Chaffey et.al., 2000:134).Therefore it becomes difficult to sustain the operational advantage. Hence strategic positioning is considered more important in this case where strategic positioning should involve a series of tailored activities to develop a product or service appeal that would offer a unique value perception (Ref). Moreover the online environment can be used to draw long lasting customer relationships (Ref).The interactive nature of the online environment can be used to build relationships (Ref). This is supported by Gronroos(1994). Buttle (1996:1) statement â€Å"Enduring relationships with customers cannot be duplicated by competitors, and therefore provide a unique and sustainable competitive advantage†. Therefore in order to explore the contribution of interactive online environment in building relationships with the consumer it is required to conceptualise the online consumer behaviour and the factors influencing them. 7.0Online consumer Behaviour: The strategic role of sales promotions in engaging online consumers is explored. Therefore based on the research objective it is important to have a significant understanding on online consumer behaviour and factors influencing them. Research suggests that more than 20% of consumers across several countries are buying products online using the internet and more than 50% of internet users in the U.S buy products and services online (Kim et al, 2009). In the U.K around 40% of internet users buy products and services online (Kim et al, 2009). Although it could be argued that there is no difference between online and traditional consumers (Constantinides, 2004). The new addition is building trust or confidence and is suggested to have a significant influence on online buying process (Ref).Therefore the factors influencing online consumer behaviour needs to be discussed based on the existing literature in order to understand their implications to the online promotions of Shell. 7.1Factors Influencing consumer Behaviour: Based on the previous academic research it is inferred that there are controllable and uncontrollable factors which influence consumer behaviour (Constantinides, 2004). The interaction of controllable and uncontrollable factors determines online decision making process just as in traditional markets (Constantinides, 2004).However in this research the factors that are under the control of the E-marketer would be explored. The existing research on online consumer behaviour indicates a set of controllable factors influencing consumer behaviour (Ref) * The functional attributes of the website such as interactivity and usability. * The psychological elements intended in lowering the level of consumers uncertainty by the communication of Trust and credibility of the website. There has been considerable amount of research on the components of web experience. However there has been minimal attention in their integration. Therefore this research attempts to explore the contribution of these elements in obtaining a competitive advantage. Based on the research objective the online consumer behaviour is conceptualised. 7.2Conceptualisation of Online Consumer behaviour: The online consumer behaviour is the key theme around which this research is based. Therefore it is imperative to introduce the online consumer considered in this research. Based on previous academic research the online consumer is considered to be a computer user and a shopper (Koufaris, 2002).The online consumers could be classified as potential customers and repeat customers as they posses different amount of information and use different criteria to make a purchase decision (Kim et al, 2009).Although it is suggested that different promotional strategies should be used to create initial sales and to generate repeat sales (Ref). This leads to less clarity on the differences in decision making by the two groups of consumers. However the research by Kim et al (2009) shows that the value perception of the transactions made online are strongly influenced by the non-monetary factors like perceived risk factor than by monetary factors like perceived price for potential consumers, in cont rast the repeat customers are strongly influenced by monetary factors than non-monetary factors(Ref). Therefore it is suggested that the promotion needs to be customised for the two different groups. But the extent of customisation and its influence on the consumers need to be tested and validated in the case of Shell (Zhang, 2009). This leads to a proposition where it is important to understand and measure online consumer behaviour. A multidisciplinary approach needs to be taken as it is important to consider Information systems, marketing and physiological perspectives to do a comprehensive analysis on online consumer behaviour (Straub and Watson 2001). There have been various attempts from academics in building models around online consumer behaviour. The key attributes identified from the research are on converting web surfers into web consumers and, reasons for not shopping online. It is interesting to see transaction cost theory being applied to understand the impact of I.T on market structure and consumer behaviour (Malone et al. 1987).Based on the frame work it is inferred that if buyer search costs are substantial it could influence consumer behaviour (Bakos 1997).However it is important to see how effective it is in the context of online consumers. It is argued that online consumers cannot depend on al l 5 senses to make purchase decisions as they are limited to product or services represented through photographs and text descriptions (Koufaris, 2002).However research shows that the representation of the product online and the web experience play a key role in driving consumer attitude towards shopping online and