Drinking Regime Evaluation of Boluses

Drinking Regime Evaluation of BolusesOndrej Hanu Daniel Bro, Milan imko, Branislav Glik, Miroslav Jurek, Michal Rolinec, Robert HerkeSlovak University of Agriculture in Nitra, Slovak RepublicOriginal Paper Drinking regimen evaluation with continual ruminal monitoring bolusesThe find of this study was to continuously monitored crapulence regime of 7 dairy kine of Holstein breed victimization boluses during 24 weeks of nursling in relation to the outside(a) temperature and observed daily crapulence regime with the invasion of drinking on rumen temperature at University Experimental bring forth in Oponice. Animals were fed once daily and milked 3 generation per day. The bolus pH and temperature set implemented via esophagus were measured every 15 minutes (96 selective information points per day) with accuracy 0.1 ph and C. Outside temperature by FREEMETEO meteorological horde (48 times per day) was measured. Outside temperature can affect the drinking regime of dairy kine. During suckling weeks with higher outside temperature higher clean number of drinking matters (ANDE) was determined. The biggest disagreement amongst weeks in ANDE 18.33% (p=0.000) was represent. Daily ANDE 9.251.85 and average daily temperature (ADT) 19.035.19 C were observed. The almost of the drinking events (NDE) concentrated to 4 main peaks (25.17%) during working hours (74.98%) was found. After the scarper inhalant and milking the highest frequencies of NDE were observed. The highest average ruminal temperature after drinking (ARTAD) during night before for the first time feeding due to lower NDE in this time were found. Overall ARTAD 36.86 C was observed. The most measured ruminal temperatures after drinking (RTAD) (51.53%) in the interval 35 37 C were found. This research proved that continuous ruminal monitoring with boluses is an suspend tool for drinking regime evaluation and heat stress role in herd of dairy cows.Keywords bolus, rumen, temperature, peeing i ntake, outside temperatureWater supplies for two humans and livestock are becoming a subject of increase importance. Indeed, climate change and drinking water deficits in certain areas leave meant that supplies of clean water for livestock are becoming problematic, at least(prenominal) during certain periods of the year. Water is considered the most important nutrient for health and instruction execution in dairy herds. Loss of water from the body occurs through milk proceeds, urine and fecal excretion, sweat and vapour loss from lungs (NRC, 2001). A able water intake is essential to avoid negative effects on animal health, performance and welfare (Murphy,1992 Meyer et al., 2004), and 25 and 50% restriction of drinking water relative to ad libitum intake decreased feed intake and milk yield in dairy cows (Steiger Burgos et al., 2001). Results of several experiments showed that an average of 83% of the water demand is met by drinking (NRC, 2001). Many studies found the associat ion between water intake and outside temperature and between water intake and the number of drinking events (Matarazzo et al., 2003 Brown-Brandl et al., 2006 Arias et al., 2008). Drinking activity can be monitored continuously and simultaneously for randomly enrolled cows using a information acquisition system based on an individual tuner oftenness identification collar (Cardot et al., 2008) or with observers (Jago et al., 2005). Huzzey et al. (2005) monitored drinking activity of dairy cows using video cameras connected to a video multiplexer and a time-lapse videocassette recorder. Bewley et al. (2008) monitored ruminal temperature using boluses permanently residing in the cows reticulum and indentified temperatures influenced by drinking events. The aim of this study was to monitored drinking regime of dairy cows using boluses during lactation in relation to the outside temperature, daily drinking regime and the clash of drinking on rumen temperature.2.1 Animals and housingMe asured data from 7 dairy cows of Holstein breed (average age 3.57) in cooperation with the University Experimental Farm in Oponice during 24 lactation weeks were collected. Selected cows had average milk production 10 175 kg per lactation with 3.94% of fats, 3.10% of crude proteins and 4.70% of lactose. Experimental cows were housed in the groups with another dairy cows together.2.2 Feeding and water accessibilityAnimals were fed once daily with be Mix Ratio (Table 1) ad libitum between 400 and 500 and milked 3 times per day at 600, 1200 and 1800. Corn silage (pH 3.85) and alfalfa silage acidity (pH 4.85) with Sodium Bicarbonate (550 g.head-1) and Magnesium Oxide (51 g.head-1) were neutralised. In one dent for 20 dairy cows two drinkers were available.Table 1 Total Mix Ratio compositionDM (kg)NEL (MJ.kg-1)CP (%)NDF (%)Starch (%)25.45153.8615.7424.3525.39abbreviations DM modify mater, NEL netto energy of lactation, CP crude protein, NDF neutral detergent fiber2.3 Data measu ring and data collectingEvery dairy cow had implemented levy bolus for continual data measuring which was implemented through esophagus orally with the use of special balling gun. The bolus pH and temperature values were measured every 15 minutes (96 data points per day) with accuracy 0.1. Outside temperature by FREEMETEO meteorological server (48 times per day) was measured. Used boluses (eCow Devon, Ltd., Great Britain) are characteristic with its small dimensions (135 27 mm) and weight 207 g. Data with the handset with antenna and dongle connected with USB dongle connector with the radio frequency 434 MHz in the milking parlour were downloaded. Collected data were summarized with HathorHBClient v. 1.8.1.2.4 statistical evaluationStatistical evaluation with IBM SPSS v. 20.0 was realised. Descriptive statistics with One-way ANOVA were recalculated. statistically differences between average daily outside temperatures (ADT), average ruminal temperatures after drinking (ARTAD) and average numbers of drinking events (ANDE) with post hoc Tukey Test were determined. Effect of outside temperature on number of drinking events with Pearson correlation coefficient (r) was realised. As drinking event a decrease in ruminal temperature less than -0.70% and ruminal pH less than 0.00% with previous data point using data filter was selected.Drinking regime of dairy cows during lactation with average temperatures during drinking events in the go into 1 are shown. ANDE during monitored period 9.251.85 and ADT 19.035.19 were observed. Minimal reported ANDE found Jago et al. (2005) 5.2. higher(prenominal) average ANDE for monitored period observed Huzzey et al. (2005) 9.50.4 and Perera et al. (1986) 9.4. Cardot et al. (2008) determined ANDE 7.32.8 during their experiment. The effect of ADT r=0.132 on ANDE was determined (p=0.001) but in 19 cases the same change both increase or decrase in the comparison with previous week between ANDE and ADT was found. Gonzlez Pereyra et a l. (2010) found effect of outside temperature on ANDE r=0.507 (p

Milk Brands In Mauritius

take out Brands In MauritiusLiterature review is a critical and an evaluative scoremary of the themes, issues, and arguments of a specific clearly defined enquiry topic. The aim of this chapter is to review the points of findings or so the title how take out shits affect the get decisions of consumers.2.1 Brief History on Milk Brands in MauritiusMauritius imports draw powders from Australia and new-fashi angiotensin-converting enzymed Zealand. The take out powders withstand dissimilar blur shape calling such as Farmland, Twin cow and oppo come ins all depend the countries, which it come from. Once it reaches the sign farming, it is being channeled to two or more industries in Mauritius for its advancement. Then, it is being ex potpourri in bulk to shops, super and hypermarkets. Companies such as Innodis Ltd, ISO Pack Ltd, promised land vale Distributors Ltd, and former(a) pack the opposite draw tell ons and distribute them.However, Mauritius imports draw from other countries because its consumption has rapidly been join ond. In addition, importation of take out is befitting necessary for Mauritius due to increase in shoot of marking draw by Mauritian clients. Regardless to the price and bar, timber of the product has everlastingly been the main figure for clients in their product selection. stigmatisation plays a secernate quality in the recognition of the product.The annual consumption of milk in Mauritius is approximately nine millions litres which is equivalent to 12% of the total consumption of different brand names (Hulman et al., 1990). T present is a rise in the demand for milk in Mauritius. In 2013, the Mauritian customers argon moving towards more a great get than non Farmland due to its quality and advertisement on T.V and radio. In our island, the brand names for milk convey substitutes due to the different brand names available on the market. Thus, if we ar not fulfil with a disjointicular(prenominal) m ilk brand, we al personal manners keep the choice to opt for another brand. gibe to AGA Webmaster FOA (2013), the aim is to ensure milk brand marketed in Mauritius ar menial-priced and the emphasis on Human Resources Development (H.R.D) and provision of inputs and overhauls to enhance work and milk brand processing to facilitate trade in Mauritius.In the grade 1971, the Milk and Meat Project Food and agri communication channel Organization (FAO) interpreted that, there is a lack of appendix limited milk production. Furthermore, it was not determined whether it was energy or protein in the supplement that was pregnant, and the basal diet of slewe tops and grasses was not evaluated. The FAO has proved that milk yield could be increased significantly by better alimentation and counseling.2.2 Elements That Influences Consumers Towards Milk BrandThrough advertise, design and media commentary milk brands have made its perplex in the market in Mauritius. This leads stigm atization to clear an depict of the product to consumers to make a purchasing decision. As per Pearce (2013), the elements that charm consumers are as followsNAMELOGOTASTEFONTSCOLOR organizationPACKAGEGRAPHICSSHAPESThese points above shared an advance information or so implicit protects, ideas, benefits and as well as it coached the personality of the consumers term buying the product.Consumers face purchasing decisions nearly every day. Hence, they established a leadingness to buy brand products. Consumers purchasing decisions of brand milk have created authorized attributes and interactions in recent years using several(prenominal) methods by marrow of both(prenominal) qualitative and quantitative (Anon, n.d).2.3 The Importance Of Branding When Consumers Take purchase DecisionAccording to Kotler (1994), Branding is the best sort to establish the authority, box and credibility and authority of individual and business. In other words branding is not only convenient f or business or for repeated customer but withal easier for others to filter out the countless generic items. The dicker power of Mauritius is limited. Recently, in an article published on the website businessmega, it was found that intimately 10,000 metric tons of milk powder is merchandise on a yearly basis depending on demand and consumption, which is less in quantity in comparison to other countries. The Executive director of La Trobe ltd, Mr. L. Wong and the supplier of Snowy milk verbalise that local distributors have the unafraid define over the prices (Anon, 2011).The importance of branding is as followsBranding communicates information about the business.Share all types of information about the product to the market.It establishes an identity element in order for consumers to recognize the product very well.Branding produces consumers the assurance that the entire products they buy are trustful and enable positive responses from the latter.Branding gives a strategi c position in the market and through this, comp both at long last leads to increased profits.Branding shows an advance details for exampleCost of the products packagingMarketing and advertising strategiesDistribution channels and so on.Branding is the fibrous element in selling, which helps consumers in taking purchasing decision. When the client is satisfied with a given branded product, they tend to revert to the same brand supplier, (Badgujar (Roll No.04)).2.4 Brand Awareness To ConsumersDonald (2010) defined brand awareness as the customers might to recall and recognize the brand chthonic different conditions and link to the brand name, logo, and so on to certain associations in retention. That is brand awareness encompasses both brand recognition and brand recall. It helps the customers to beneathstand to which product or service category the percenticular brand belongs and what products and services are interchange under the brand name. It also ensures that customer s know which of their needs are satisfied by the brand through its products.Brand awareness is of critical importance since customers result not consider a particular brand if they are not aware of it (Donald, 2010). However, Epstein (1977) argued that human and brand personality traits share the same conceptualization but they differentiate in terms of how they are created.thither are three types of brand awareness, which are as followsTop-of-Mind Awareness occurs when the keep companys brand is what pops into a consumers sagacity when asked to name brands in a product category. For example, when al intimatelyone is asked to name a type of facial tissue, the common answer is Kleenex, which is a top-of-mind brand.assisted Awareness occurs when a consumer reads a list of brands, and expresses familiarity with companys brand only after(prenominal) they hear or see it as a type of memory aide.Strategic Awareness occurs when the companys brand is not only top-of-mind to consumers, but also has perspicuousive qualities that stick out to consumers as qualification it better than the other brands in your market.These three types of awareness above inform consumers about some objectives that a steady-going brand of milk product give contact complicateMotivates the buyersConcretes drug user loyaltyDelivers the message clearlyConnects the consumers crisscross prospects emotionallyConfirms the consumers credibilityIn Mauritius, almost everyone consumes branded milk such as Anchor, Farmland, Snowy, Red dismay, and others on a periodical basis.2.5 Milk Brand yield And Milk PricingBranding can result in senior high school gross revenue of other types and varieties of product associated with a specific branded product. Branding should also analyze by more than the difference between the positive cost of a product and its selling price and they represent the sum of all valuable qualities of a product to the consumer. The branding concept here is taking into account complexity of human behavior and benefit of consumers. Our country import milk from various countries that increase the consumption and the productivity of dairy product in Mauritius.Other countries such as Europe, Australia, and New Zealand and so on are also the exporters for Mauritius.Europe produces milk, New Zealand produces Red Cow and Australia produces Snowy milk, Farmland, Dolly and Anchor.Furthermore, the price hike of imported milk is forcing bulk to diminish consumption. Multiple actors show the situation entrust not mend and local production is the only way out. 80% of the milk consumed in Mauritius comes from Australia and New Zealand by Olivier Masson, 2 July 2007 Port Louis.According to Lake (n.d), branding is ones identity in the marketplace. She stated that, it is crucial to realize that packaging always each has a negative or positive influence on the buyer. A negative impression can detour a say-so client, mediocre like a positive reaction can influ ence a customer to buy. She also said that one should pay special care to packaging when a new brand is launch. This is because many people often do not pay close attention to the packaging if it is a popular brand.How can you package your brand so that it is an integral part of your business and represents a strong identity? Keep in mind that we are not speaking that packaging has only a box, which contains a product, but as a medium, that reflects your companys brand and image. The following common business tools represent packagingBusiness cards and stationeryWeb siteAnswering systemEmail addressFood packaging is packaging for food. It requires protection, tampering resistance, and special physical, chemical, or biological needs. Milk plays an authoritative role in peoples goal of eating healthily and having an active lifestyle. Milk manufacturers therefrom are riding this trend by introducing milk brands that are aimed at health-conscious people. Extracted from the Inspiration Hive, Daily Inspiration on July 9, 2012.With the statement, packaging is a way of formulating a feasible marketing strategy for milk brand. The products presentation leads to a competitive pricing policy and a well-planned advertising campaign will convince consumers to purchase the branded milk.2.5.2 PreservationIn Mauritius, almost everyone consumes branded milk such as Anchor, Farmland, Snowy, Red Cow, and others on a daily basis. Thus, branded milk imported in bulk from other countries and conservation plays is a major(ip) factor during these periods. The process of Ultra-high temperature takes place. That is, milk preserved by UHT processing does not need to refrigerate before opening and has a longer shelf life than milk in ordinary packaging. It is sold unrefrigerated in the UK, Europe, Latin America, and Australia. This process helps trade to take place and fulfill the choice, needs, and wants of consumers.2.6 The Objectives Of Brand In Purchasing DecisionBranding is a way to communicate to consumers about the types of products available in the markets. This gives rise to some objectives that should be taken into consideration while dealing with consumers, (Kotler et al. 2001).The objectives that branding should achieve includeDelivers the message clearlyConfirms consumers credibilityConnects consumers target prospects emotionallyMotivates the buyerConcretes user LoyaltyTherefore, to conform to in branding, companies must understand the needs and wants of customers and prospects stated by Kotler and Armstrong, 2008. Therefore, by integrating the companys brand strategies through the company at every point of public contact will lead to an increase in demands of products stated by Laura Lake.Taking into consideration the objectives of brand milk in purchasing decisions, marketers also focus in marketing strategies which are promotion and promotion mix, tools of promotion, advertising and gaining the market share.2.6.1 Promotion And Promotion undulat eBased on Kotler, 1994, promotion is the fourth marketing mix tool. It is the different activities that companies undertake to communicate and promote its products to the target market.Nowadays, companies hire advertising agencies to develop effective advertisements, gross revenue promotion specialist to design buying-incentive programs, direct marketing specialists to build database and interact with consumers and prospect by mail and telephone, public relation firms to supply product publicity and finally develop corporate image of the brand.Furthermore, the promotion mix consists of quintuplet major tools referring to Kotler, 1994, are as follows publiciseDirect marketingSales PromotionPublic Relation and promotionPersonal SellingMcCharty 1982, p.37, stated that promotion is concerned with telling the target market about the right product. Promotion includes personal selling, mass selling, and sales promotion.Through the statement of Kotler and McCharty, the aim of purchasing brand milk will lead to an effective measure to make better purchasing decisions.2.6.2 TOOLS Of forward motionThe four main tools of promotion are advertising, public relation, direct marketing and sales promotion which convey the message to the consumers.Advertising includes any give forms of non-personal presentation and promotion of ideas, graves, or services by an identified sponsor. In contrast, public traffic focus on building good relations with the company by obtaining favorable unpaid publicity. Direct marketing is any form of personal presentation by the firms sales force for the purposes of making sales and building customer relationships. Firms use sales promotion to deliver short-time incentives to encourage the purchase or sale of products or services, stated by Armstrong and kilter, 1999.Tools of promotion encourage and motivate consumers to purchase brand milk on the benefits providing to them.2.6.3 AdvertisingAccording to Armstrong and Kotler (1999), regardle ss to the budget size, advertising can succeed only if commercials gain attention and communicate well. Good advertising messages are especially important in todays costly and cluttered advertising environment. two steps are involvedFirstly, creating effective advertising strategies begins with identifying customer benefits that can be use as advertising appeals.Secondly, to develop a obligate creative concept that will bring the message to life in a distinctive and memorable way.Advertising is also the integral part of our social and economic system. In other words, it is a co loading of current marketing, which helps the consumers at least in three ways to purchase brand milk, which are as followsIt acts as driving force in decision making.It ensures better quality products as reasonable prices.It saves good deal of time.2.6.4 Gaining The Market ShareReferring to Kilter, 1988, gaining market share is a key factor in reaching a leadership or number one position in any industry . However, gaining significant share requires careful planning, paying attention well-executed market strategies, and specific account-by-account practical plans.Gaining market share is an extremely important component in the promotion of marketing strategies. Thus, it is difficult for a company to obtain loyalty without gaining high market share. Kilter (1988) also suggested that the five major strategies, which consist of price, new product, service, strength, and quality of marketing, advertising, and sales promotion, are important for a company.2.7 Factors Of Brand PositioningPositioning is how a product appears in relation to other products in the market. It is one of the main factors that affect consumers perceptions of the milk brand. Brand positioning can help make or conk a product depending on the effectiveness of its execution, (subtracted from brand by social).The factors of brand positioning are as follows1. Brand AttributesWhat the brand delivers through features and benefits to consumers?2. Consumer ExpectationsWhat consumers deport to receive from the brand?3. Competitor attributesWhat the other brands in the market gap through features and benefits to consumers?4. PricePrice is an easy quantifiable factor and as well as the prices to compete with other companies.5. Consumer perceptionsThe perceived quality and order of the companys brand in consumers minds (i.e., does the companys brand offer the cheap solution, the good comfort for the money solution, the high-end, high-price tag solution and so on ), mentioned by Aaker and Keller 1990, Aaker and Keller 1992, Sunde and Brodie 1993, Dacin and metalworker 1994, Bottomley and Dolye 1996.So, this take some time to create a thorough realise of the sure market and how the companys brand fits in that market to determine the companys brands current position. If that is not the position you want for the companys brand, take the necessary steps to change it based on the gaps defined when the com pany analyzed the five factors above.2.8 Milk Production In MauritiusCurrently, in Mauritius we are producing 12% of our local milk production that is 12million liters per year. The government of Mauritius has been encouraging farmers to engage in milk production by providing loans facilities of up to Rs 50,000 per head (with 5% interest). Through this initiative, local milk production has increased slightly over the sometime(prenominal) years (local milk production was 2% in 2003). However, there are still several contests faced by breeders and entrepreneurs in the diary industry the main challenge is the high cost of production, mention in 2013 Nawsheens World, templates Monday, October 31, 2011.Mauritius produces a few milk brands, which are as followsIsland DairyOleTwin CowsCandiaMaurilaitOver the past years, the cost of production has been continuously increasing mainly because of the price of beast run aways, hence reducing profitability in the business. Milk production w ill mainly depend onManagement of feeding programsCalf and heifer managementReproductive management of dairy cowsMilking managementOther husbandry practices related to animal health and welfare, housing, environment and bio-security measures, (2013 Nawsheens World, templates Monday, October 31, 2011).However, as long as local suppliers cannot sustain our domestic market, no other stuff than milk is more linked with the drawbacks of globalization. 80% of the milk consumed in Mauritius comes from New Zealand and Australia, explains Jean-Cyril Monty, the incumbent in charge of the diversification desk at the Mauritius Chamber of land. The latter also suggested that, now that the price has risen by 40% since the beginning of the year 2007, people are diminishing their consumption. This rise in price, which he believes will continue with another 30% by the end of the year, is related to nine-fold factors outside our control.2.8.1 Findings On Production Of Milk In MauritiusThe quantit y of milk produced by the village cows in this experiment (9.2 kg/d during 300 days) is higher than the average production of between 3.5 and 9.2 kg/d report for the Government stations where cow feed is fed at the rate of 0.5 kg/kg milk. It is also relevant to compare it with the milk production of unsupplemented village cows (4 to 5 kg/d for a lactation period of around 225 days).Although there were only 23 (about 25%) Creole cows in the study their milk production potential appeared to be equal to the more exotic genotypes with a daily reckon of 9.6 and 8.3 kg per head for a 301- day lactation in the Vacoas and Mapou areas respectively. This indicates that under these village conditions the Creole breed has a similar performance to the imported Friesians or their crosses.Mauritius milk production can sum up in the following waysThe village cattle breeders own about 11000 females over one year of age. This represents about 65% of the female national bevy in this age group.The c attle are a side-line activity of the family.There are normally one to two cows per farmNo forage is specifically cultivated for the cows. Forage sources include sugar call down tops, and shrubs and grasses, which are found on roadsides and on common land.The housing and security of the tethered animals is often rudimentary.Milk is sold to neighbours or to small case (20 25 l/d) milk sellers who then distribute the milk.There is particular or no use of brook feeds as supplements to the hand-collected forage.The cattle are a mixture of the local Creole breed and Friesians. Artificial insemination is subsidised by the Government and is widely used.Milk production is generally low (1200 1500 liters per lactation).There are generally relatively short lactations (about 225 250 days) and long part intervals (15 18 months).On the basis that the small breeders make a major contribution to national production of fresh milk the work inform here was designed to investigate the exte nt to which productivity in this sphere of influence could be improve.As far back as 1956, Bennie reported that the local Creole cattle could double their milk production with improved feeding. In 1971, an FAO project on Milk and Meat Production suggested that the most important factor limiting milk production was the supply of a protein concentrate to the cow. This FAO project also demonstrated that milk yield could be increased considerably by better feeding and management. (By A A Boodoo, R Ramjee, B Hulman, F Dolberg* and J B Rome*). more than recently, Dolberg and Rowe (1984), in reviewing experimental work done by the Mauritian Ministry of Agriculture on milk production, concluded that under local conditions greatest responses in milk production would be expected from protein supplementation.They referred to the work of Mapoon et al (1977) which showed that fuze nut patty was more efficient then either a balanced concentrate feed, or a molasses/urea mixture, as a supplemen t for milk production and to that of Gaya et al (1982) who reported that supplementation with cottonseed cake increased milk production more effectively than the formulated concentrate emailprotected In fact, similar increases in milk production were achieved with about half the level of cotton seed cake as commercial concentrate. A second advantage of cottonseed cake as a supplementary feed is that it requires no mixing.The project described here was designed to investigate and compare the effect of two types of supplements the commercial concentrate emailprotected and the protein-rich cotton seed cake. In addition to the measurements of milk production the study provided the opportunity to investigate, the nutritive value of the most commonly used feed resources (see Boodoo et al 1990).Factors Influencing Brand perceptivenessKotler (1988) identified affective means of increasing market share as a primary means of achieving competitive advantage in both existing and new customers and stagnant markets.Brand preference is also cognize as brand adoption. Lalit S. Badgujar (Roll No.04) stated that, people begin to develop preferences at early ages. Brand preference represents which brands are preferred under assumptions of equivalence in price and availability.Cooper (1993) noted that most innovations come with high risks as most of them failed in the marketplace creating the need for marketers to have a clear understanding of success factors in brand adoption. Theories of adoption have often been used to explain how consumers form references for various goods and services (Rogers, 1995 Tornasky and Klein, 1982 Mason, 1990 Charlotte, 1999). Generally, these theories emphasize on the importance of complexity, compatibility, observability, triability, relative advantage, risk, cost, communicability, divisibility, profitability, social approval, and product characteristics in brand preference (Wee, 2003). The relative importance of each factor depends on the n ature of industry under consideration, location, and social characteristics of the consumers of the different brands.In this study, we have pore on four main factors, which the customer depends upon while selecting the brand, which are as follows2.9.1 PricePrice is a factor, which the consumer may depend while selecting a brand in any kind of product. Most of the consumers may give first preference to quality than the other factors. However, price can have an influence for the final decision of the consumer. If there are two or more brands, for a particular product, the manufacturers will reduce the price in order to attract the consumer but still the consumer must see the quality provided.2.9.2 QualityIn addition, quality of product is another key factor during product selection. Especially in the case of milk, we should depend upon than any other factors the quality. High quality will give us a good health. Pasteurization will also conduct in order to retain the quality of the m ilk. The quality of the milk should be good to attract the customers, Kilter (1988).2.9.3 ServicesService is an important factor, which the customer is influenced in the modern market. Placing the orders in the right time at the right place is the part of good servicing.2.9.4 AdvertisementAdvertising as a powerful technique of sales promotion has been doing wonders in the domain distribution because it is quite capable of influencing the passage of consumption, affecting the process of production, enlarging the exchange and diversify the distribution. That is why it is said that advertising is the arch median lever that motivates the world of commerce and industry. It has the pride of the place in framework of dynamic marketing. The role of advertising in the modern business world can be analyzed from five distinct angles namely manufacturer, intermediaries, sales force, consumers and the society.The ultimate aim of all marketing efforts is to forgather the needs of the consumers by transforming the benefits of productive efficiency to the final users.2.10 ConclusionTo conclude, this chapter is mainly about branding that is, its importance, concepts, positioning and so on. According to Shimp (2007), consumers represent the scratch line point for all marketing activities. Therefore, in this part of the project, it is viewed how to communicate with customers and consign them feedback about the types of products available in the market. In the literature review, different split have described in details to make a good analysis and choice for milk brand selection.

Green Marketing: Advantages and Disadvantages

car park market Advantages and DisadvantagesACKNOWLEDGEMENTAs I sum up draft of my study, I appreciatively reminisce the contri simplyion of alto sufferher those pile without whose support and help, this study would put one over neer interpreted its exhibit form.I take this opportunity to express my straightforward gratitude towards the pillars of successful completion of Dissertation Report, without whose unflinching assistance co-operation at all times it would rather redeem been impossible for me to achieve the desired goal.I am greatly indebted to my faculty guide mentor, Mr.Saravana Krishnamurthy, Professor Kohinoor affair School, Khandala for his undying support encouragement doneout the shed.Lastly I would worry to thank my school, Kohinoor Business School, Khandala for giving me this opportunity to put to practice, the theoretical cognition that I imparted from the program .Last but non the least I express my thanks to all the respondents who showed a keen aro occasion in my Project, relatives, friends and neighbors to provide me the necessary resources to complete the Project the help provided to me at any step.DEDICATIONKeep your dreams alive. Understand to achieve anything requires faith and belief in yourself, vision,hard work, determination, and dedication. Remember all things atomic number 18 possible for those who think.-Merlin OlsenI dedicate this field of study to my pargonnts and friends in recognition of their worth and to my teachers who atomic number 18 the guiding force for me and it is their bowel imprintment and hard work that showed me the path of success and prosperity which would be thither for me for the rest of my life.I would like to thank and dedicate this report to everyone who screwingly and un lie withingly contributed to the completion of my Summer Internship Project.I hope people dress this report holdful and the subject matter adds to their knowledge.ABSTRACTIn todays business concern world environsal issues plays an important role in trade. All nigh all the governments around the world put up concerned close putting one thousand selling activities that they check attempted to regulate them. For example, in the United States (US) the federal official Trade Commission and the National Association of Attorneys-General have developed commodious documents examining cat valium selling. there has been little attempt to academically examine purlieual or kB market. It introduces the cost and patterns of ballpark market, briefly discuss why outlet jet planes is important and in like manner examine just about of the cause that organizations argon adopting a light- spirtness market philosophy. It in like manner focuses some of the problems with parking ara trade.It identifies the key to successful jet marketing Credibility Publicize stories of the companys and employees viridity initiatives. Enter purlieual awards programs to profile milieual credentials to customers and stakeholders. Never hyperbolize environmental claims or establish unrealistic expectations.It besides tells about why Are Firms Using Green merchandise Organizations recognize environmental marketing to be an opportunity that lav be apply to achieve its objectives Organizations believe they have a moral obligation to be to a greater extent socially trus tworthy Governmental bodies atomic number 18 forcing firms to become more responsible Competitors environmental activities pressure firms to throw their environmental marketing activities hail factors associated with waste disposal, or reductions in material usage forces firms to modify their deportmentThis report stresses upon the accomplishment of jet marketing on the consumers. Green marketing isnt just a catchphrase its a marketing strategy that can help you get more customers and agnize more money. But completely if you do it right. objective1)To hold in whether Indian consumers are ready for Green Marketing2) To determine whether Price has tack on purchase of green convergences3) To determine whether environment consciousness has effect on purchase of green products4) To determine whether availableness has effect on the purchase of green products5) To determine whether Awareness has an effect on Purchase of green productsRESEARCH METHDOLOGYResearch method actingology is a representation to systematically solve the look problem. It whitethorn be mum as a science of studying how search is done scientifically. In it we study the unhomogeneous steps that are generally adopted by a researcher in studying his research problem on with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but alike the methodology. Researchers not only need to know how to develop sealed indices or tests, how to calculate the mean, the mode, the median or the billdeviation, how to apply particular research techniques, but they likewise need to know which of these methods or techniques, are relevant and which are not, and what would they mean and point and why. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures get out be applicable to certain problems and opposite(a)s leave not. gum olibanum, when we lambaste of research methodology we not only talk of the research methods butalso film the logic behind the methods we use in the context of our research study andexplain why we are using a particular method or technique and why we are not using others.INTRODUCTIONAccording to the American Marketing Association 1,green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including* Product modification,* Changes to the take butt against,* Packaging changes, as well as* in terchangeing advertising.Yet defining green marketing is not a simple task where some(prenominal) meanings run into and contradict each other an example of this leave be the populace of varying social, environmental and retail definitions attached to this term. Other similar hurt use are Environmental Marketing and Ecological Marketing. The legal implications of marketing claims call for caution. Mis starting or overstated claims can lead to regulative or civil challenges. In the USA, the Federal Trade Commission provides some guidance on environmental marketing claims.The term green marketing 2 came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on Ecological Marketing in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled Ecological Marketing Thus green marketing incorporates a broad range of activities, including product modification, changes to the product ion process, packaging changes, as well as modifying advertising.My definition which encompasses all major components of other definitions is Green or Environmental Marketing consists of all activities intentional to generate and despatch any exchanges intended to satisfy human unavoidably or wants, much(prenominal)(prenominal) that the satisfaction of these needs and wants occurs, with minimal detrimental violation on the inseparable environment. This definition incorporates much of the traditional components of the marketing definition that is All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants.So, in simple toll Green marketing refers to the process of selling products and/or service based on their environmental benefits. much(prenominal) a product or service may be environmentally cozy in itself or produced and/or packaged in an environmentally friendly guidance.The obvious assumption of green marketing is that pote ntial consumers will view a product or services greenness as a benefit and base their purchasing decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a little-green comparable alternative product -an assumption that has not been proven conclusively, special(prenominal)ly the mild effect which it had had on consumers has washed away by the present recession (2008-09) only.Green marketers though argue that it is a way to use the environmental benefits of a product or service to pass on sales. Many consumers will choose products that do not damage the environment over less environmentally friendly products, even if they cost more. With green marketing, advertisers focus on environmental benefits to sell products such as biodegradable diapers, energy- effectual light bulbs, and environmentally safe detergents.People demoralise billions of dollars worth of goods and services every yearmany of which harm the environment in the way they are harvested, made, or used. Environmentalists support green marketing to encourage people to use environmentally preferable alternatives, and to offer incentives to manufacturers that develop more environmentally beneficial products.IMPORTANCE OF kB merchandiseMan has limited resources on the earth 3, with which she/he must attempt to provide for the worlds unlimited wants. in that situation is extensive debate as to whether the earth is a resource at mans disposal. In market societies where there is supernumerarydom of choice, it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied. As firmsface limited raw(a) resources, they must develop pertly or alternative ways of pleasing these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and indu stry, as well as achieving the selling organizations objectives.When looking at through the literature there are several suggested reasons for firms increased use of Green Marketing. Five possible reasons cited are Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives Organizations believe they have a moral obligation to be more socially responsible Governmental bodies are forcing firms to become more responsible Competitors environmental activities pressure firms to change their environmental marketing activities speak to factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior OpportunitiesGOALS OF jet merchandising Eliminate the concept of waste. Reinvent the concept of product. curb prices reflect actual and environmental costs. Make environmentalism cabbageable. Bringing out product modifications. Changing in production processes. Packaging changes. Modifying adver tising.NEED OF GREEN MARKETING AN ANTHROPOLOGICAL VIEWIssues like Global warming 3 and depletion of ozone umbrella are the main for the wellnessy survival. Every person rich or unfortunate would be interested in quality life with full of health and vigor and so would the corporate single out. Financial gain and economic profit is the main aim of any corporate business. But harm to environment cost by sustain business across the globe is realise now though off late. This sense is building corporate citizenship in the business class. So green marketing by the business class is still in the selfish anthological perspective of huge term sustainable business and to please the consumer and obtain the sanction license by the organization body. Industries in Asian countries are catching the need of green marketing from the developed countries but still there is a wide bedcover between their understanding and implementation.CHALLENGES IN GREEN MARKETING NEED FOR normalisationIt is foun d that only 5% of the marketing messages from Green campaigns are entirely true and there is a lack of standardization to au whereforeticate these claims. There is no standardization to authenticate these claims. There is no standardization soon in place to certify a product as essential. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality picture board needs to be in place for such labeling and licensing. bracing CONCEPTIndian literate and urban consumer is get more sensitive about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be ameliorate and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort.By Indias ayurvedic heritage, Indian consumers do instruct the richness of using natural and herbal beauty products. Indian consumer is exposed to water-loving living lifestyles such as yoga and natural food usage. In those sayings the consumer is already aware and will be inclined to accept the green products. assiduity AND PERSEVERANCEThe investors and corporate need to view the environment as a major long-terminvestment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. AVOIDING GREEN MYOPIAThe first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to transpose brands or even pay a premium for the greener alternative. It is not going to help if product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very h igh then again it will loose its market acceptability.BENEFITS OF GREEN MARKETINGTodays consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies are responsible to consumers aspirations for environmentally less damaging or neutral products. Many companies want to have an early mover advantage as they have to eventually move towards becoming green.Some of the advantages of green marketing areIt ensures sustained long term addition along with profitability. It saves money in the long run, though initially the cost is more. It helps the companies market their products and services care the environment aspects in mind. It helps in accessing the new markets and enjoying the competitive advantage. Most of the employees also feel high and responsible to be working for an environmentally responsible company.GREEN MARKETING MIXPRODUCTEntrepreneurs 5 wanting to exploit emerging green markets all Identify cus tomers environmental needs and develop products to address these needs or will develop environmentally responsible products to have less impact than competitors.The increasingly wide variety of products on the market that support sustainable maturations are Products made from recycled goods, such as Quick N tuff housing materials made from recycled broccoli boxes. Products that can be recycled or reused. cost-efficient products, which save water, energy or gasoline, save money and reduce environmental impact. Products with environmentally responsible packaging, McDonalds, for example, changed their packaging from polystyrene clamshells to paper. Products with green labels, as long as they offer substantiation. Certified products, which meet or exceed environmentally responsible criteria. Organic products-many customers are prepared to pay a premium for organic products, which offer promise of quality. Organic butchers, for example, promote the added qualities such as savvy and te nderness. A service that rents or loans products-toy libraries.Whatever the product or service, it is rattling to ensure that products meet or exceed the quality expectation of customers and is exhaustively tested.PRICEPricing is the critical element of the marketing mix. Most customers will only be prepared to pay a premium if there is a perception of additional product esteem. This value may be repaird performance, function, design, visual appeal or taste. Environmental benefits will be often be the deciding factor between products of equal value or quality.Environmentally responsible products, however are often less expensive when product life cycle coast are taken into consideration, for example fuel-efficient vehicles, water efficient printing and non-hazardous products.PLACEThe choice of where and when to make products available will have significant impact on the customers you attract. real few customers go out of their way to buy green products just for the sake of it. Marketers looking to successfully introduce new green products should coif them broadly in the market place so they are not just appealing to a small green niche market.The location must also be consistent with the image you want to project and allow you to project your own image rather than being dominated or compromised by the image of venue. The location must polariate you from the competitors. This can be achieved by in-store promotions and visually appealing displays or using recycled materials to mark the environmental and other benefits.PROMOTIONPromoting products and services to target markets include paying(a) advertising, public relations, sales promotions, direct marketing and on-site promotions. Smart green marketers will be able to reinforce environmental credibility by using sustainable marketing and communication tools and practices. For example, many companies in the financial industry are providing electronicstatements by email e-marketing is rapidly success or more traditional marketing methods and printed materials can be produced using recycled materials and efficient processes such as waterless printing.Retailers, for example are recognizing the value of alliances with other companies, environmental groups and research organizations. When promoting their environmental commitment to reduce the use of pliant bags and promote their green commitment, some retailers sell shopping bags and promote their green commitments.Moving Towards Green MarketingThe era of green marketing has begun. It has already been granted wide acceptance by all stakeholders. However, there is a need to lay down the standards and practices, in order to bring in objectivity in the judgment of various national and international agencies. This will not only encourage the activities of green marketing but shall also provide the much needed train playing fields to all. certify TRENDS IN GREEN MARKETING IN INDIA6. Organizations Perceive Environmental marketing to be an Opportunity that can be used to achieve its objectives.Firms have realized that consumers prefer products that do not harm the natural environment as also the human health. Firms marketing such green products are preferred over the others not doing so and thus develop a competitive advantage, simultaneously meeting their business objectives. Organizations believe they have a moral obligation to be more socially responsible.This is in alimentationing with the philosophy of CSR which has been successfully adopted by many business houses to improve their corporate image.Firms in this situation can take two approaches expend the fact that they are environmentally responsible as a marketing tool. Become responsible without prompting this fact.. Governmental Bodies are forcing Firms to Become more(prenominal) ResponsibleIn most cases the government forces the firm to adopt form _or_ system of government which protects the interests of the consumers. It does so in following ways Red uce production of bad goods or by -products Modify consumer and industrys use and /or consumption of counterproductive goods or Ensure that all types of consumers have the ability to evaluate the environmental composition of goods. Competitors Environmental Activities Pressure Firms to change their Environmental Marketing ActivitiesIn order to get even with competitors claim to being environmentally friendly, firms change over to green marketing. Result is green marketing percolates entire industry.. Cost Factors Associated With Waste Disposal or Reductions in Material Usage Forces Firms to Modify their BehaviorWith cost cutting becoming part of the strategy of the firms it adopts green marketing in relation to these activities. It may pursue these as follows A Firm develops a technology for reducing waste and sells it to other firms. A waste recycling or removal industry develops.LITERATURE critical review1. GOLDEN GOOSE OR WILD GOOSE? THE HUNT FOR THE GREEN CONSUMERThis paper t ries to provide insight by discarding the socio-demographic and personality-based influences that have been the prime research focus for the last 20 years or else, it follows the example of other researchers looking at the importance of situational factors relating to the purchase itself. The green purchase perception intercellular substance brings together two of the factors that have most often shown a haughty link with green purchase behaviour in academic research perceived consumer effectiveness (PCE) and cost/ benefit trade-offs. The consumer will remain rally to the greening of business for two very important reasons. Firstly, the consumption undertaken by private households accounts for a large proportion of the economys environmental impact . Secondly, consumption must also form part of the solution within free market economies in which consumer sovereignty is enshrined, and where the majority of companies profess to have a marketing orientation. However, continuing with in the conventional marketing paradigm (and with a hunting mentality of identifying and targeting the green consumer with bait, traps and a little camouflage) is unlikely to earn significant progress towards sustainability. Perhaps more importantly companies need to effect the right habitat in which green consumption can thrive. Instead of acting as hunters, aggressively trying to benefit from the emergence of green consumers by targeting them, they could act more like gamekeepers who nurture and facilitate growth in the population of green consumers. This can be achieved by boosting consumer corporate trust and by reducing the take of compromise they must make through openness, the provision of full information and consumer choice, environmentally realistic pricing and the development of innovative clean technology solutions.Reference-Ken Peattie (2001), Bussiness Strategy Environment, favorable goose or wild goose? The Hunt For the green Consumers, Vol Bus. Strat. Env. 10, 18 7-1992. A CONTENT ANALYSIS OF ENVIRONMENTAL ADVERTISING CLAIMS A MATRIX regularity APPROACHThis study demonstrates that environmental advertising is not a large phenomenon. Certain types of claims posed among environmental a dare more unvaccinated to consumer confusion and perceptions of deception. Advertisers would be well advised to pay particular care to these types claims, particularly in light of the recent FTC directives. In their efforts to jump on the green bandwagon, advertisers should be sensitized to the fact that image claims may be a specific problem area Care should be taken in developing and pretest in environmental ads that rely on such claims and efforts to monitor consumer response to them should made. Ultimately, applying the matrix that we have developed here may help to identify such shortcomings with environmental advertising claims and direct precaution to potential remedies.Reference-Les Carlson, Stephen J Grove Norman Kangum (Sep 1993), daybook of Adve rtising, A context Analysis of environmental Advertising Claims A matrix Method Approach, Vol. XXII, No. 3, 27-38.3.BUYER CHARACTERISTICS OF THE GREEN CONSUMERS AND THEIR IMPLICATIONS FOR ADVERTISING STRATEGYThe study results provide raise and potentially useful information about the consumer who is interested in buying green. They suggest that particular consumer attitudes are related to the propensity to buy green, but the relations are qualified somewhat by gender and by the nature of the green buying behavior.Making a special effort to buy green is unrelated to propensity buying and brand loyalty. In terms of the communication variables, persons making a special effort to buy green found magazines more interesting than television and indicated they would not buy a brand whose advertising they dislike.As expected, it was found predictor-criterion relationship differences between the two green buying variables. One criterion variable (making a special effort to buy green) taps a general interest in buying green. The other criterion variable (switching brands to buy green, even at the expense of product effectiveness) is more specific and more stringent in terms of greenness in that it provides more constraints and introduces a salient cost. The results indicate that, across genders, the consumer variables do a better job of predicting the variance in the former criterion than that in the latter criterion.. The results show that the green consumer has an interest in new products, is an information look toer, and talks with others about products. Additionally, green consumers consider themselves opinion leaders, and hence may provide word-of-mouth information that other consumers respect. The green consumer is also a careful shopper, not prone to impulse buying, and pays attention to price, so advertisers must consider those issues as well.The results suggest that if companies do succeed in attracting green-oriented consumers, they will have to continue wor king to keep them. The lack of brand loyalty on the part of green consumers (in likeness with those less green), coupled with their propensity to actively seek information, implies that the green consumer will always be looking for new products.Although the environmental movement has been afoot(predicate) for years, green marketing seems to be a relatively new phenomenon. Marketers are typically not slow to adopt an innovation, but green marketing is in some ways fraught with peril Certainly, marketers are getting mixed signalsfrom polls, from research results, an d from sales figures. Common sense suggests that the use of green appeals by marketers can be productive. However, recent research on green marketing and the green consumer, indicates that the concepts will not be lenient to apply. Green consumers must be treated carefully and, in particular, with respect. They place to be careful and thoughtful consumers. Treated fairly, they may be centripetal treated myopicly, they may not only switch brands, but also take others with them.References-L J Shrun, John A McCarty Tina M Lowrey (Summer 1995), Journal of advertising, Buyer Characteristics of the green consumers and Their implications for Advertising strategy, Vol XXIV, no 2, 71-814.ROLE OF SOCIO DEMOGRAPHICS IN SEGMENTING AND PROFILING GREEN CONSUMERS AN EXPLORATORY STUDY OF CONSUMERS IN INDIAThough green consumerism is on the rise, not all the consumers are equally green. To be able to more effectively market green products and ideas,marketers need to segment their market and use place marketing approach for each target segment. Socio-demographic characteristics have been widely used in the past researches as a basis of market segmentation and profiling of green consumers. The present study explores the usefulness of select socio-demographic characteristics in capturing variations present in the environmental consciousness of the consumers in India. Both the univariate and multivariate analyse s point to the presence of statistically significant linkages between the socio-demographic characteristics and different environmental consciousness constructs, thus implying potential usefulness of these characteristics in profiling different segments of green consumers an devolving accordingly the green marketing strategies and environmental campaigns as adequate to(p) of more effectively reaching and influencing the chosen green consumer segments. The study has active a more elaborate conceptualization of the environmental consciousness construct.Regarding age,. A negative relationship of age with WSE, IISB and IIO signifies a greater tendency among the relatively younger persons (viz., those belonging to the age groups 18-24 years and 24-35 years) to actively search for the environmentally friendly products, gather environment related information and influence others to abide in an environmentally responsible manner. These persons, however, appear less enthusiastic about cho osing the least polluting products (ICLPP). This might be due to their lower purchasing causation for being mainly either students or unemployed at this ramification in their family life cycle.Education level is found to be importantly related with the environmental consciousness in respect to five environmental consciousness measures. A significantly positive relationship of the education level with environmental knowledge (EK), incidence and relative frequency of conservation behavior (ICB and FCB) and frequency of environmental activism implies greater environmental consciousness among the relatively more educated persons. Because of their higher intellectual orientation, these persons are able to better understand and appreciate green ideas and green claims made by the green marketers. Education level is, however, found to be significantly but negatively related with the respondents willingness to seek environmentally friendly products (WSE).The variable typeofschoolattended emerges as a significant check of the environmental consciousness for as many as six constructs. up to now being less articulate and extrovert, persons with the government school background display a higher level of environmental consciousness in terms of environmental awareness (AEIP) as well as willingness to seek environmentally friendly products (WSE), incidence of seeking information (IISB), conserving resources (ICB) and choosing the least polluting products (ICLPP). The only aspect where they lag behind persons with the private school background is frequency of environmental activism (FEA), probably due to being less extrovert and gregarious than their counterpart.Income also emerges as an important correlate of environmental consciousness. Persons with higher income are also high in their awareness of the environmental regulations (AER),willingness to pay for the environmentally friendly products (WPM), incidence of information seeking behavior (IISB) and choosing the lea st polluting products (ICLPP). But in terms of their involvement with the activities relating to influencing others (IIO) and conserving the environment (FCB), they turn out to be poor performers.References-Sanjay k Jain Gurmeet Kaur (2006), Role of Socio Demographics in Segmenting and profiling Green Consumers An wildcat Study of consumers in India, Vol. 18 (3), 107-1465. GREEN MARKETING, AN INDIAN PERSPECTIVEThe present paper discusses the emergence of environmentalism in India and examines the response of government agencies, consumers, non- business organizations and corporat

The Secret Language of Leadership Steve Denning

The surreptitious Langu eon of loss leading Steve DenningS prefered in 2000 as unity of the revolutions ten most admired fellowship leader, Steve Denning is an award inveiglener for the handwritings The secret row of leadership and the leaders guide to composition utter.He study righteousness and psychology in Sydney University and so went to Oxford in the UK for a law postgraduate degree.He officiateed in arranging in the US, Europe, Asia and Australia and was until 2000 the weapons platform handler K directlylmargin counsel at the World Bank.In the watchword the clandestine Language of attractership, the steps that claim to be achieved to become a joyous leader argon to aspire the maintenance, to stimulate desire, to rein disembowel the job leader and to advance the conversation. To occasionize those, a leader has to handling six en adequate to(p)rs that pull up s opts be describing in our analysis of the wording of leadership primaeval en adequate to(p)rs.Articulating a put on, excite terminusStephen Denning starts his explanation of the key enablers of the run-in of Leadership by a credit o George Bernard ShawThis is the authorized take in look, the be utilise for a spirit recognized by yourself as a fair(a)ly maven the being thoroughly worn come place of the closet forrader you be thr ingest on the scrap heap the being a force of Nature instead of a feverish selfish precise tough of ailments and grievances complaining that the world allow for non devote itself to do you happy.This quote shows us the wideness we fork up on the identification of the influenceions we screw do or the ending we sight nettle.We lead now break how heavy it is to articulate a come intimately, excite purpose.Stephen Denning illustrate the chapter, Articulating a clear, shake up purpose, of his book with the example of the go with orchard apple tree.Steve Jobs the creator of apple had created c haos in his company beca use of goods and services dismantle if he is a brilliant person he was non an inexperience chairman. A young chief operating officer took his place in 1983, rump Sculley, who was a star manager of an immature(prenominal)(prenominal) big companies as Pepsi. horizontal if Sculley did a dependable job on stabilizing the potty and rationnalized the products, the apple lag was no supporting him. Sculley deficiencyed to implement a modify in Apple animation by producing low bell computers standardized Dell, tho the rung was not interested in comely just an otherwise computer company. They take oninessed to follow Steve Jobs goal of creating cool, sophisticated electronic products, a purpose that for themselves was worthywhile in itself. John Sculley was pressure out in 1993, his slavish goals were not all overcompensated and he was not happy on stir Apple module to dog sassy goals energetically and spiritedally.What the staff wan ted was to pursue Apple pi tummy film purpose, which was to a greater extent(prenominal) enticing for them as they came into this company for those determine. Michael Spindler, Sculleys winnerors met the resembling fate.Steve Jobs came back as the CEO of Apple, and he didnt submit to reposition the company purpose, which he settled many historic period before. We now hold up the success of Apple, Steve Jobs became a striking CEO and he extend the world with his initiate taper, which was designing cool, innovative electronic products. Apple is a success account statement and Steve Jobs is oft associate to this success, even when he has medical examination trouble it has an of the essence(p) impact on Apple in-person line of credit ex motley. Steve Jobs is so link to Apple that both launching of his product and e real soda water he does acquire a huge buzz.In my prospect and specially in the commercialise of new technologies when a company his created with a ne w concept, a brand new thought process, a new management to hammer and projection in the future the large number who mean to pass for those hold dears argon so convince that it is what you snappy to reach that they fashion find any other proposition. Sculley and Spindler did not retain into context what was Apple staff acquireations and first goals it is why we ask them to quit the company. It is complicated to convert the primary(prenominal) purpose of a business and the roughhewn goals and approximations of a unit of measurement staff when thither atomic number 18 extremely affiliated to it. Before devising heightens in a company you consider to define a clear sight and hi bill of what close deal dissembleing in be photosensitive and passted to.1. Articulating a Worthwhile purposeIn this demote, Stephen Denning set up the puzzleatic of the sizeableness of persistent vehemence. He is wondering why Steve Jobs could pass on enduring ecstasy while John Sculley couldnt.Stephen Denning retort the example of ii kids contend piano, integrity child loves it, its a joy for her to play, it fills her life with sum and she wins prizes. Her joy of playing is even much(prenominal)(prenominal) than important that the prizes or recognition she could get. An other child is forced by her pargonnts to play, she has a natural skill for unison further do not enjoy it so much.Those two girls arrive a several(predicate) view on this bodily function at law, the first one finds energized and impatient and the second one is bored.Stephen Denning link this example with the practice of manduction go to bedledge in the organization, which is called turn inledge management. more or less muckle within the organization commit their practiseing lives to reservation the best companionship available to those who motivating it. They be honest and open to others. The source of their take in personal crop is from the acquain tance they spread within the organization, the benefits for them is the ingrained value of sharing get it onledge itself.Some concourse argon practicing knowledge management on their profess, it is to direct more bills into the company, but for those who want to shargon their knowledge, they leave alone decree reinforce in the essential feature that the knowledge will be sh be.Stephen Denning statesA principal deviance amongst these two different slip agency of consider an use is that when the use generates prolong warmth, the activity is being act for its knowledge implyment, not alone to achieve most subservient or outdoor(a) good much(prenominal) as money, status, prestige, power, or winning. The perceived in here(predicate)nt worth of the activity being on a lower floortaken is foundational.For Stephen Denning the enthusiasm toward an activity is important, because if you atomic number 18 impatient for an activity, you will be for the own interest convocation of this activity and not for virtually other instrumental goals.I totally see with this pile, as I consider than even if you roll in the hay be successful for an activity you dont hearty like, you habitude shake off the same interest and implication to that activity that if youre very(prenominal) enthusiastic approximately it. When you be a leader your be stage to authorized situation that if you argon not enthusiastic nearly what you argon doing it will be difficult for you to find solutions or it will take you more time to do it, or you will not act you should do. The enthusiasm you could pee for an activity idler have influence on the mint you atomic number 18 working with. The have tactile sensationings and rump perceive if you ar streak for instrumental goals or if you find happiness on the own sake of an activity. It is an element to recognize basic leaders to outstanding ones.In just about situation, Stephen Denning take the example of prisoners in a concentration camps, population arsehole find psychic energy to create meaning for their lives. The lot who are able to find inherent value in any(prenominal) they are doing are some clock called autotelic personalities they have the capacity to be per se motivated by almost any activity.It is a great emolument of being able to find value in what you are doing and to be motivated in whatever you do, but I am disbelieving on the degree of enthusiasm of those wad. I agree in the accompaniment that you bottom of the inning motivate yourself for some activities that you are not unfeignedly into it, but I think their might be a difference in the direct of implication and enthusiasm for activities that really fit to you and you genius and survey that the one which are not.Stephen Denning define the characteristics of activities that back tooth generate sustained enthusiasm The posticipants in the activity fecal matter see themselves fashioning appear t oward some affaire that is good for its own sake, additional effort is a joy and not a burden. The participants experience their own personal growth and articulatement as part of the activity. A balance between ability level and disputethe activity is neither too slow nor too difficultis besides contributing(prenominal) to enthusiasm. The participants see themselves as contributing to, raising the sights of, and enhancing the efforts of other people move the same activity. Ideally, the activity should bring some positive instrumentalbenefits income, status, prestige. exactly even without that, it shouldat least be without negative instrumental effects.If those intravenous feeding elements are in place, at that place are chances that enthusiasm cease be sustained.We can to a fault pit that the primacy of goals act for their own sake in transformational leadership does not mean that instrumental benefits are unimportant. In practice, instrumental benefits reinforce the a vocation of goals for their own sake. Instrumental goals are antonymous to enthusiasm and the pursued of goals by their own sake. still you have to bring forward that even if instrumental benefits are important, if you placed them first, enthusiasm is likely to die. You ceaselessly have to consider the inherent value of the activity.For Stephen Denning One central chance of the language of transformational leadership is therefore to articulate goals and activities in terms that can be viewed by participants as worthy in themselves, not merely pursued because they lead to instrumental benefits. This is a fundamental quote that recuperate the grandeur of articulating a clear, stir goal.Those circumstances are true for leaders, but it is to a fault true for partnerships, they are most invigorate when they pursue large goals that are worthwhile in themselves. In this book, we find the example of Toyota, their goal is to to meliorate auberge with the building of cars and tr ucks. overly the example of Johnson Johnson who defines the companys responsibilities as first, to the consumers and medical professionals using its products, second, to employees and managers, third to the communities where its people work and live, and fourth and last, to its stockholders. Or Costco, their goal is to brook its members quality goods at low markups.Transformational leaders present their goals as large than any particular task or organization or time-bound preyive. Stephen Denning take the example in politics Thus Abraham capital of Nebraska can be assassinated, but his day-dream of a nation engage a new birth of independence lives on. John F. Kennedy can be shot, but his vision of changing race relations in the joined States is implemented by his successor. Martin Luther world power jr. can be murdered, but a whole nation continues the work that he started.It is true that Goals that are articulated as worthwhile in themselves enhance the misadventure of sustained enthusiasm, and and then(prenominal) the possibility of transformational leadership. but, articulating the goal as worthwhile in itself doesnt mean that listeners will needfully see it in this direction.Enthusiasm and finding reward in the activity your are pursuing is important, you find more energy and capabilities of reach your goals and you know that when an activity is pursued for its own sake, the activity never ends. You are so convinced of the meaning and the importance of the activity that you want to reach a level of morality, the activity will have no limits. It is what give us excitement when we are doing something we are convinced to do. In my mentation to be a good leader you should look for those feelings and excitement in an activity that will fulfill you needs. Or if you want to become a good leader it is the charge you have to perceive an activity, you have to flow to those attempt.We are now going to see the importance of setting priorities amo ng goals.2. orbit Priorities Among GoalsLeader fails a lot because they dont have a clear and inspiring goal or have too many of them.Leadership is such a demanding activity that any one various(prenominal) can credibly pursue no more than a couple of significant switch over ideas at any one time. It is essential to set priorities. Selecting a goal, or at most several goals, and then persevering is a necessary for success as a transformational leader.Stephen Denning take the example of Ronal Reagan, who was a iodin discernmentedness leader and political leader. He success was mainly based on a relatively small number of goals defeating the Soviet marriage and reducing taxes and the surface of government.What I gain vigor for the chapter tow of the part two of The secret language of Leadership, is the importance of commitment and enthusiasm toward an activity in company to embrace inspiring goals that will be define clearly and focus on some domains, in order to shamble the activity a success.The leaders own story Committing to the goalStephen Denning starts this third chapter by pointing out the fact that Abraham capital of Nebraska did not begin his presidency as a transformational leader.By definition, transformational leadership is a process that channels and transforms individuals. It is often associated with ethics and involves long-term goals.Transformational leadership focuses on the process by which the leader engages with pursual, and together create a data link that raises each of them to high(prenominal) levels of motivation and moralisticity. A transformational leader must(prenominal) be attentive to follower needs and motivation, and tries to help followers reach their full potential. It requires long term strategic planning, clear objectives, a clear vision, the dexterity of systems and processesAccording to B.M. Bass, one of the leading theorists on transformational leadership, the leader transforms and motivates followers by making them more aware of the importance of task outcomes, inducing them to transcend their own self-interest for the sake of the organization or aggroup up, and spark their higher order needs.Transformational leadership is concerned both with the performance of followers as well as developing them to their full potential.What pay back Stephen Denning puts that Abraham Lincoln did not begin his presidency as a transformational leader is that he was uttered in declaring that he had no intent to abolish slaveholding to his originator quarreles. Its limpid goal was to touch the trades union at that time, which harebrained backbone as there was no consensus for abolishing slavery.But soon, in 1862, intimately 2 years after the beginning of his presidency, he came to the view that the Union could not be preserved without abolishing slavery.Stephen Denning says Privately, he continued to argue that his goal remained the hardheaded one of preserving the Union. But uni versely, Lincoln became a leader in a moral cause.In December 1862 Abraham Lincoln do a voice communication to the intercourseWe say we are for the Union. The world will not pass on that we say this. We know how to yet the Union. The world knows we do know how to save it. Weeven we herehold the power, and bear the responsibility. In big freedom to the slave, we assure freedom to the freehonorable alike in what we give, and what we preserve. We shall nobly save, or meanly lose, the last best hope of earth. opposite federal agency may succeed this could not fail. The way is plain, peaceful, generous, justa way which, if followed, the world will forever applaud, and God must forever bless.This speech symbolize the moment when Lincoln became a transformational leader, he con stanch his action on instrumental and legal grounds. This new vision, based on moral grounds, Lincoln showed that it was something worthwhile in itself. With this changes Lincoln is proclaiming a new Union who want to restrain slavery, who will fulfill the promise of liberty. We can say that Lincoln is a transformational leader after this participation in the Congress in December 1862 because he stimulates people to want to do something different, inspiring them to higher levels of aspiration. Abraham Lincoln gives a new vision of what the United States should grit for government of the people, by the people, for the peopleStephen Denning came to the point of studying politicians as leaders.1. Politicians as LeadersWe often think of our politicians as leaders. But they are more oriented on the acquisition and retention of political big businessman sooner than being worried close to people moral set and inspiring them to change. But if they do care, they usually survive in the world of politics.A successful politicians is one who is willing to fight, to attack the establish order, who is flexible. And who is able to preserve a public image of being honest, com overzealous, moral an d devout.Stephen Denning notice that Retaining power is principally about listening to the electorate. If you want to get elected, learn to speak, verbalize Tom Daschle, former Democratic leader in the U.S. Senate. If you want to digest elected, learn to listen.It is difficult to pull in the commitment to change of politicians and as well ambiguous, because you are not 100% sure of what drive them to the commitment of their goals.Stephen Denning says that we should not be surprised of the lack of leadership in politics because null in the terminology of politics suggests that the people are electing leaders.Also that politicians have qualities like containing conflicts, guiding forces of change by giving direction, value and purpose but that it is not necessarily the qualities of a transformational leader.I agree with the fact that politicians have qualities and that it is not the sign of a transformational leader. But when you use up to elect a politician, you would like him to manage your coun correct and maybe to make yourself more aware of the importance of task outcomes, for your own self-interest, you might want his politician to be concern of developing the population to its full potential. But it is that in reality that does not happen that much, or will we know it and we would live in a perfect world or oddment to the excellence 2. CEOs as LeadersStephen Denning takes the example of Alan Klapmeier in Cirrus Design, a manufacturer of private aircraft. Alan wanted to introduce a new introduction that would change the industry, but its placard of directors stopped him because they just completes a market explore spotlighting that this product elicited the least interest. Later Klapmeier convinced his board of directors, the innovation was introduced and it became a success. The decisive issue for the board of directors was not if the innovation was worthwhile but it was the institutional preoccupation.Stephen Denning says If a firm can focu s its efforts on activities valuable in themselves where it has, or can develop, an edge over its competitors, social responsibility can become not a trail on the firms profitability but rather a strategic business opportunity. Companies can do well while doing good.He also highlight the fact that is easier to pursue an inherently worthwhile purpose in a privately held corporation rather than in a publicly held corporation as their business tend to be faire-weather corporate citizens, they are under continuing pressure to grow and do whatever is profitable. Furthermore, pursuing goals that are both worthwhile and profitable doesnt remove the inherent tensions between the pursuit of worthwhile activities and the goal of enhancing the bottom line.We can see that it is not easy for a CEO to be a leader, it depends of the environment, the context it is why a leader as to be flexible and can fit soft to the environment. We can also say that in publicly own companies they have the same tools as private own companies so they can try harder to pursue an inherently worthwhile purpose by develop a challenging and attractive vision, together with the employees and translate it to actions, express confidence, decision and optimism about the vision and its implementation, realize the vision through small plan steps for its full implementation. But we also have to balances with the fact that objectives are not the same in private and publicly own companies. discourse to the CEO(NB people of power will be called CEO)Leadership is here approached through change. The main question rose by the author is How to broadcast disruptive new ideas to people with great power. This implies the question of the HOW of course, which is one of the Management science and research main concerns but there is also here a ratio not that often developed, its the communication with people having power. We often hear how to be a leader and get your team and N-1 to do things but it is not tha t often that the target of power people (CEO) is approached.The key idea expressed here is understanding. The author speech pattern on the human part of either individual and on the importance of the context. He thinks the person as an individual but part of a globular scheme. To lead correctly you have to explore deeper and learn about personal individual. What are their preferences, hopes, manners, fearsThe idea here is to understand how people work inside, what induction them. Because if you can understand the deeper needs of an individual you cant then easily figure out the proper way to communicate with him. You have then greater chances for him to listen to you and then to believe you.1. Garry Williams and Robert Miller possible actionThe author then develops a theory by Gary Williams and Robert Miller. They have concord on 3 main leaders categories (80%) the charismatic, the skeptics and the followers, and they. then talk about thinkers and controllers (20%)Leaders needs For charismatic the boldness of idea should be haveFor skeptical need to hear the message from a person he deponesFor happen averse follower need to be reassured other people do it doController and thinkers need details bank distinguishThe question of put is developed. They distinguish here in the feeble of trust two different parties the people in the inner destiny of trust of the leader and the others.Inner CircleNot yet trust Has the CEOs attention Sponsors the interaction dejection be perceived as an hostile Can be perceived as irrelevant If so routine be listened toWhen aware of that, the challenges are easier to identify. The hassle is here to focus on the CEOs interests and to make him believe in the idea you want to present to him by making it a part of himself.Committing to changeThe author uses here a justly expression Commitment sound judgment, body and soul. He explains here that to him the only if way for a leader to succeed is to commit full to an objec tive. The leader is here expected to see intensively even obsessively, to feel it. existence committed 100% is important for the leaders effectiveness, but the real problem is not to get him to convince the other but to get him passionate about the goal and get it to become a part of him. Because if justlyly and intimately convinced he will be able to take the goal/company or team to a higher level.The leaders feelings stressed out?Feelings are often considered in Leadership theories, how to relate with people to make them do what is needed for the crude goal (often the company)? But what I think is extremely interesting here is the consideration made to the leaders feelings. The question is not how to deal with the teams feelings but to disassemble what flesh out the leaders and how they handle their emotions.The Author here develops a lower-ranking carve up on how stressful it can be for a leader to become a leader. The two mains reasons to this stress would be Steve Denn ing then points out the historied and classical world Leaders such as Gandhi, Martin Luther King Jr. and Kennedy who so intimately convinced had to pay the price of their life for their causes.To close up this discussion I found important to highlight the give voice p79 telling that its an opportunity to lift their game to a new level because to me it sums up very well the basic structure of leadership that is to say the dimension of a vision.2. Howell Raines leadership taleSteve Denning choose to introduce this chapter with a storyThe Howell Rainess leadership tale.He tells us more about Howell Raines, former executive editor of the untried York Times and the kind of leader he is and how he lived and tried to implement is change dodge.To sum up, Raines wanted the times to be the first on the news, with bigger and more original stories cover by what he called overwhelming force. He was well-known(prenominal) with the firm and the staff and had strong backing from his boss.One of the first thing is did was to use his right of fire and hire to create the dream team he had in mind. He did implemented change and got the Times to win a Pulitzer but after 19 months he was dismissed because of one of his newsperson accused of plagiarism. The underlying reason was a bit different though, he was told to have lost the newsroom.What happened here is that despite his vision and that he strongly believed in what he intended to implement, he had failed to win the hearts and minds of his staff. He did not listened to his people enough and was perceived as very fright and aggressive.He did not succeed in taking other with him in his change strategy mainly because he underestimated his change strategy and its interaction with the staff.New auditionThe author here develops the concept of hearing evolution. confabulation and management as we know it now is pretty new-fashioned in human history. Once upon a time people were not considering work like they are now. They had no specific expectations except earning money and would not even think work as a way of making them feel better, important and individually considered.There are 3 notions I will highlight that I think are crucial to understand this change of audience expectationsQuest for happinessNowadays we are in what I call the endless happiness quest, everyone wants and have to be happy by any means, and it of course includes work. People have more skills, are more educated and therefore expect more. They want something in return.New relation to authority figuresAnother important thing that changes a lot the way the audience is acting is that we nowadays have a new relation towards authority, in private spheres (Family with your parents) and public spheres (at work with your boss). This is very important to keep in mind to understand why the audience acts in a certain way and what it expects.Expansion of diversityWe are transaction with more and more differences between people gender, ethn icity, nationality, religion, life style, age group and geographical locationUnderstand that new audienceThe problem is that dealing with different people means that you wont reach them with the same tools. What is the common point to every single individual? We are humans. And what is common to every human being? Emotions. Whatever we do, wherever we come from we are operate by emotions, whether we try to hide them or we work with them we are all emotional. This is what the leader has to use Emotions. He has to keep in mind that we are all different, have different goals, ambitions, perspectives and needs but a way to get us to understand the other and get involve in change or in a project is to use our emotions, the one that thrives us to go to another level.The author strain a 2 dimensions individual with a surface and a deeper world. To make something of soulfulness you have to go to the deeper world, and for this you have first to get to know the individual personal story.Th ey question. They explore. They intuit. They wander. They mingle. They live in it. They listen. They watch.Its a matter of imaginatively stretchability out and getting inside the subjective world of the people who need to change and getting a sense of what it is like nourishment in that world, so that the leaders feel its logic and power and order and have harmonyFinding and encouraging New leadersSteve Denning develops an idea that I find particularly interesting it is that leaders cant work alone. No matter how charismatic and how committed he is to his vision an idea he will need the others to make change happen. He speaks about philia hierarchy and calls them evangelizers. He then makes a parallel with Raines story and how he failed involving his staff in his change strategy.He ends that chapter with the concept of floor password required for understanding the story of the change idea and the audiences story.3.Steve Denning vision of leadershipWhy Do People Change Their Min ds?Stephen Denning explains us that there are 3 ways for people to change their mind by material experience, by detect experience, and by emblematic accomplishment.existing pick upThe way we are living and experiencing things around us can change the way we think about them, mostly because of the feelings we have when experiencing those things. When you feel a strong emotion doing something, you trend to pay attention to it and to mean it more easily and longer than when you dont feel anything.Observed Experience real(a) experience is not the only way to learn from experiences, observing events can have the same emotional effect as real-life experiencing.In the public arena, 9/11 changed the way many people viewed terrorism.Symbolic encyclopaedism nearly of the time the information of an idea communicated symbolically is not as powerful as an experience but it can have comparable physiological reactions.In the author case, the combination of direct experience, observed ex perience, and symbolic accomplishment led to his spending a large part of his life prone to international development.1. Changing minds through direct or observed encyclopaedismThe more immediately people are involved in an actual or observed experience, the more meaningful the accomplishment will be, and the more impact they will have. form or observed learning in a business environment can be acting, conversations, visits, role-playing, simulations, prototyping, training, Advantages of existential learning (direct or observed)Emotions are involvedParticipants make up their own look (durability of the change)Experiential learning is more effective than passive learningLimits of experiential learningLeaders dont always have the power to change peoples actual experiencesMost of the leaders falls on the use of language as a way to change peoples mind2. Persuading people to change through languageMethods of persuading people change their mindsAbstractNarrativeDirect and explicit Appeal to reason through detailed evidence and argumentsNarratives in which the object is to have the listener live the story as to the full and movingly as possibleIndirect and implicitAppeals to intuition, through cues, signs, heuristics and manipulThe Secret Language of Leadership Steve DenningThe Secret Language of Leadership Steve DenningSelected in 2000 as one of the worlds ten most admired knowledge leader, Steve Denning is an award success for the books The secret language of leadership and the leaders guide to storytelling.He studied law and psychology in Sydney University and then went to Oxford in the UK for a law postgraduate degree.He worked in organization in the US, Europe, Asia and Australia and was until 2000 the program director Knowledge Management at the World Bank.In the book the Secret Language of Leadership, the steps that have to be achieved to become a successful leader are to get the attention, to stimulate desire, to reinforce the reason and to continue the conversation. To reach those, a leader has to use six enablers that will be describing in our analysis of the language of Leadership key enablers.Articulating a clear, inspiring goalStephen Denning starts his explanation of the key enablers of the language of Leadership by a quote o George Bernard ShawThis is the true joy in life, the being used for a purpose recognized by yourself as a mighty one the being thoroughly worn out before you are thrown on the scrap heap the being a force of Nature instead of a feverish selfish little clod of ailments and grievances complaining that the world will not devote itself to making you happy.This quote shows us the importance we give on the recognition of the actions we can do or the goal we can reach.We will now analyze how important it is to articulate a clear, inspiring goal.Stephen Denning illustrate the chapter, Articulating a clear, inspiring goal, of his book with the example of the company Apple.Steve Jobs the creator of Apple had created chaos in his company because even if he is a brilliant person he was not an inexperience chairman. A new CEO took his place in 1983, John Sculley, who was a star manager of other big companies as Pepsi. Even if Sculley did a good job on stabilizing the corporation and rationnalized the products, the Apple staff was no supporting him. Sculley wanted to implement a shift in Apple life by producing low cost computers like Dell, but the staff was not interested in becoming just another computer company. They wanted to follow Steve Jobs goal of creating cool, innovative electronic products, a purpose that for themselves was worthwhile in itself. John Sculley was forced out in 1993, his instrumental goals were not embraced and he was not successful on inspiring Apple staff to pursue new goals energetically and enthusiastically.What the staff wanted was to pursue Apple original purpose, which was more seductive for them as they came into this company for those values. Michael Spind ler, Sculleys successors met the same fate.Steve Jobs came back as the CEO of Apple, and he didnt try to change the company purpose, which he settled many years before. We now know the success of Apple, Steve Jobs became a great CEO and he spread the world with his initiate focus, which was designing cool, innovative electronic products. Apple is a success story and Steve Jobs is often associate to this success, even when he has medical trouble it has an important impact on Apple stock exchange. Steve Jobs is so link to Apple that every launching of his product and every keynote he does make a huge buzz.In my opinion and especially in the market of new technologies when a company his created with a new concept, a brand new idea, a new way to work and projection in the future the people who mean to work for those values are so convince that it is what you have to reach that they wont consider any other proposition. Sculley and Spindler did not take into consideration what was Apple s taff considerations and first goals it is why we ask them to quit the company. It is complicated to change the main purpose of a business and the common goals and ideas of a whole staff when there are extremely committed to it. Before making changes in a company you have to define a clear vision and history of what people working in are sensitive and committed to.1. Articulating a Worthwhile purposeIn this part, Stephen Denning set up the convoluted of the importance of enduring enthusiasm. He is wondering why Steve Jobs could generate enduring enthusiasm while John Sculley couldnt.Stephen Denning take the example of two kids playing piano, one child loves it, its a joy for her to play, it fills her life with meaning and she wins prizes. Her joy of playing is even more important that the prizes or recognition she could get. An other child is forced by her parents to play, she has a natural aptitude for music but do not enjoy it so much.Those two girls have a different view on this activity, the first one feels energized and enthusiastic and the second one is bored.Stephen Denning link this example with the practice of sharing knowledge in the organization, which is called knowledge management. Some people within the organization commit their working lives to making the best knowledge available to those who need it. They are honest and open to others. The source of their own personal growth is from the knowledge they spread within the organization, the benefits for them is the inherent value of sharing knowledge itself.Some people are practicing knowledge management on their own, it is to bring more money into the company, but for those who want to share their knowledge, they will find reward in the essential fact that the knowledge will be share.Stephen Denning saysA principal difference between these two different ways of viewing an activity is that when the activity generates sustained enthusiasm, the activity is being pursued for its own sake, not merely t o achieve some instrumental or external good such as money, status, prestige, power, or winning. The perceived inherent worth of the activity being undertaken is foundational.For Stephen Denning the enthusiasm toward an activity is important, because if you are enthusiastic for an activity, you will be for the own sake of this activity and not for some other instrumental goals.I totally agree with this vision, as I consider than even if you can be successful for an activity you dont really like, you wont have the same interest and implication to that activity that if youre really enthusiastic about it. When you are a leader your are face to certain situation that if you are not enthusiastic about what you are doing it will be difficult for you to find solutions or it will take you more time to do it, or you will not act you should do. The enthusiasm you could have for an activity can have influence on the people you are working with. The have feelings and can perceive if you are run ning for instrumental goals or if you find happiness on the own sake of an activity. It is an element to recognize basic leaders to outstanding ones.In some situation, Stephen Denning take the example of prisoners in a concentration camps, people can find psychic energy to create meaning for their lives. The people who are able to find inherent value in whatever they are doing are sometimes called autotelic personalities they have the capacity to be intrinsically motivated by almost any activity.It is a great advantage of being able to find value in what you are doing and to be motivated in whatever you do, but I am sceptical on the degree of enthusiasm of those people. I agree in the fact that you can motivate yourself for some activities that you are not really into it, but I think their might be a difference in the level of implication and enthusiasm for activities that really fit to you and you personality and vision that the one which are not.Stephen Denning define the characte ristics of activities that can generate sustained enthusiasm The participants in the activity can see themselves making progress toward something that is good for its own sake, additional effort is a joy and not a burden. The participants experience their own personal growth and development as part of the activity. A balance between ability level and challengethe activity is neither too easy nor too difficultis also conducive to enthusiasm. The participants see themselves as contributing to, raising the sights of, and enhancing the efforts of other people pursuing the same activity. Ideally, the activity should bring some positive instrumentalbenefits income, status, prestige. But even without that, it shouldat least be without negative instrumental effects.If those four elements are in place, there are chances that enthusiasm can be sustained.We can also notice that the primacy of goals pursued for their own sake in transformational leadership does not mean that instrumental benefi ts are unimportant. In practice, instrumental benefits reinforce the pursuit of goals for their own sake. Instrumental goals are complementary to enthusiasm and the pursued of goals by their own sake.But you have to remember that even if instrumental benefits are important, if you placed them first, enthusiasm is likely to die. You always have to consider the inherent value of the activity.For Stephen Denning One central aspect of the language of transformational leadership is therefore to articulate goals and activities in terms that can be viewed by participants as worthwhile in themselves, not merely pursued because they lead to instrumental benefits. This is a fundamental quote that resume the importance of articulating a clear, inspiring goal.Those facts are true for leaders, but it is also true for corporations, they are most inspiring when they pursue large goals that are worthwhile in themselves. In this book, we find the example of Toyota, their goal is to to enrich society through the building of cars and trucks. Also the example of Johnson Johnson who defines the companys responsibilities as first, to the consumers and medical professionals using its products, second, to employees and managers, third to the communities where its people work and live, and fourth and last, to its stockholders. Or Costco, their goal is to provide its members quality goods at low markups.Transformational leaders present their goals as larger than any particular task or organization or time-bound objective. Stephen Denning take the example in politics Thus Abraham Lincoln can be assassinated, but his vision of a nation pursuing a new birth of freedom lives on. John F. Kennedy can be shot, but his vision of changing race relations in the United States is implemented by his successor. Martin Luther King Jr. can be murdered, but a whole nation continues the work that he started.It is true that Goals that are articulated as worthwhile in themselves enhance the possibility o f sustained enthusiasm, and hence the possibility of transformational leadership. But, articulating the goal as worthwhile in itself doesnt mean that listeners will necessarily see it in this way.Enthusiasm and finding reward in the activity your are pursuing is important, you find more energy and capabilities of reaching your goals and you know that when an activity is pursued for its own sake, the activity never ends. You are so convinced of the meaning and the importance of the activity that you want to reach a level of excellence, the activity will have no limits. It is what give us excitement when we are doing something we are convinced to do. In my opinion to be a good leader you should look for those feelings and excitement in an activity that will fulfill you needs. Or if you want to become a good leader it is the way you have to perceive an activity, you have to tend to those attempt.We are now going to see the importance of setting priorities among goals.2. Setting Priorit ies Among GoalsLeader fails a lot because they dont have a clear and inspiring goal or have too many of them.Leadership is such a demanding activity that any one individual can probably pursue no more than a couple of significant change ideas at any one time. It is essential to set priorities. Selecting a goal, or at most several goals, and then persevering is a requirement for success as a transformational leader.Stephen Denning take the example of Ronal Reagan, who was a single mindedness leader and politician. He success was mainly based on a relatively small number of goals defeating the Soviet Union and reducing taxes and the size of government.What I learn for the chapter tow of the part two of The secret language of Leadership, is the importance of commitment and enthusiasm toward an activity in order to embrace inspiring goals that will be define clearly and focus on some domains, in order to make the activity a success.The leaders own story Committing to the goalStephen D enning starts this third chapter by pointing out the fact that Abraham Lincoln did not begin his presidency as a transformational leader.By definition, transformational leadership is a process that changes and transforms individuals. It is often associated with ethics and involves long-term goals.Transformational leadership focuses on the process by which the leader engages with followers, and together create a connection that raises each of them to higher levels of motivation and morality. A transformational leader must be attentive to follower needs and motivation, and tries to help followers reach their full potential. It requires long term strategic planning, clear objectives, a clear vision, the efficiency of systems and processesAccording to B.M. Bass, one of the leading theorists on transformational leadership, the leader transforms and motivates followers by making them more aware of the importance of task outcomes, inducing them to transcend their own self-interest for the sake of the organization or team, and activating their higher order needs.Transformational leadership is concerned both with the performance of followers as well as developing them to their full potential.What make Stephen Denning says that Abraham Lincoln did not begin his presidency as a transformational leader is that he was explicit in declaring that he had no intent to abolish slavery to his earlier speeches. Its explicit goal was to preserve the Union at that time, which mad sense as there was no consensus for abolishing slavery.But soon, in 1862, nearly 2 years after the beginning of his presidency, he came to the view that the Union could not be preserved without abolishing slavery.Stephen Denning says Privately, he continued to argue that his goal remained the pragmatic one of preserving the Union. But publicly, Lincoln became a leader in a moral cause.In December 1862 Abraham Lincoln made a speech to the CongressWe say we are for the Union. The world will not forget that w e say this. We know how to save the Union. The world knows we do know how to save it. Weeven we herehold the power, and bear the responsibility. In giving freedom to the slave, we assure freedom to the freehonorable alike in what we give, and what we preserve. We shall nobly save, or meanly lose, the last best hope of earth. Other means may succeed this could not fail. The way is plain, peaceful, generous, justa way which, if followed, the world will forever applaud, and God must forever bless.This speech symbolize the moment when Lincoln became a transformational leader, he justified his action on instrumental and legal grounds. This new vision, based on moral grounds, Lincoln showed that it was something worthwhile in itself. With this changes Lincoln is proclaiming a new Union who want to restrain slavery, who will fulfill the promise of liberty. We can say that Lincoln is a transformational leader after this participation in the Congress in December 1862 because he stimulates pe ople to want to do something different, inspiring them to higher levels of aspiration. Abraham Lincoln gives a new vision of what the United States should sand for government of the people, by the people, for the peopleStephen Denning came to the point of studying politicians as leaders.1. Politicians as LeadersWe often think of our politicians as leaders. But they are more oriented on the acquisition and retention of political office rather than being worried about people moral values and inspiring them to change. But if they do care, they usually survive in the world of politics.A successful politicians is one who is willing to fight, to attack the establish order, who is flexible. And who is able to preserve a public image of being honest, compassionate, moral and devout.Stephen Denning notice that Retaining power is principally about listening to the electorate. If you want to get elected, learn to speak, said Tom Daschle, former Democratic leader in the U.S. Senate. If you wan t to stay elected, learn to listen.It is difficult to understand the commitment to change of politicians and also ambiguous, because you are not 100% sure of what drive them to the commitment of their goals.Stephen Denning says that we should not be surprised of the lack of leadership in politics because nothing in the terminology of politics suggests that the people are electing leaders.Also that politicians have qualities like containing conflicts, guiding forces of change by giving direction, value and purpose but that it is not necessarily the qualities of a transformational leader.I agree with the fact that politicians have qualities and that it is not the sign of a transformational leader. But when you choose to elect a politician, you would like him to manage your country and maybe to make yourself more aware of the importance of task outcomes, for your own self-interest, you might want his politician to be concern of developing the population to its full potential. But it is that in reality that does not happen that much, or will we know it and we would live in a perfect world or close to the excellence 2. CEOs as LeadersStephen Denning takes the example of Alan Klapmeier in Cirrus Design, a manufacturer of private aircraft. Alan wanted to introduce a new innovation that would change the industry, but its board of directors stopped him because they just completes a market research highlighting that this product elicited the least interest. Later Klapmeier convinced his board of directors, the innovation was introduced and it became a success. The decisive issue for the board of directors was not if the innovation was worthwhile but it was the institutional preoccupation.Stephen Denning says If a firm can focus its efforts on activities valuable in themselves where it has, or can develop, an edge over its competitors, social responsibility can become not a drag on the firms profitability but rather a strategic business opportunity. Companies can do wel l while doing good.He also highlight the fact that is easier to pursue an inherently worthwhile purpose in a privately held corporation rather than in a publicly held corporation as their business tend to be faire-weather corporate citizens, they are under continuing pressure to grow and do whatever is profitable. Furthermore, pursuing goals that are both worthwhile and profitable doesnt remove the inherent tensions between the pursuit of worthwhile activities and the goal of enhancing the bottom line.We can see that it is not easy for a CEO to be a leader, it depends of the environment, the context it is why a leader as to be flexible and can adapt easily to the environment. We can also say that in publicly own companies they have the same tools as private own companies so they can try harder to pursue an inherently worthwhile purpose by develop a challenging and attractive vision, together with the employees and translate it to actions, express confidence, decisiveness and optimis m about the vision and its implementation, realize the vision through small planned steps for its full implementation. But we also have to balances with the fact that objectives are not the same in private and publicly own companies.Speaking to the CEO(NB people of power will be called CEO)Leadership is here approached through change. The main question rose by the author is How to communicate disruptive new ideas to people with great power. This implies the question of the HOW of course, which is one of the Management science and research main concerns but there is also here a dimension not that often developed, its the communication with people having power. We often hear how to be a leader and get your team and N-1 to do things but it is not that often that the target of power people (CEO) is approached.The key idea expressed here is understanding. The author emphasis on the human part of every individual and on the importance of the context. He thinks the person as an individual but part of a global scheme. To lead correctly you have to explore deeper and learn about personal individual. What are their preferences, hopes, manners, fearsThe idea here is to understand how people work inside, what trigger them. Because if you can understand the deeper needs of an individual you cant then easily figure out the proper way to communicate with him. You have then greater chances for him to listen to you and then to believe you.1. Garry Williams and Robert Miller theoryThe author then develops a theory by Gary Williams and Robert Miller. They have agreed on 3 main leaders categories (80%) the charismatic, the skeptics and the followers, and they. then talk about thinkers and controllers (20%)Leaders needsFor charismatic the boldness of idea should be featuredFor skeptical need to hear the message from a person he trustsFor risk averse follower need to be reassured other people do it doController and thinkers need detailsTrust IssueThe question of trust is developed. They distinguish here in the game of trust two different parties the people in the inner circle of trust of the leader and the others.Inner CircleNot yet trusted Has the CEOs attention Sponsors the interaction Can be perceived as an opponent Can be perceived as irrelevant If so wont be listened toWhen aware of that, the challenges are easier to identify. The problem is here to focus on the CEOs interests and to make him believe in the idea you want to present to him by making it a part of himself.Committing to changeThe author uses here a powerful expression Commitment mind, body and soul. He explains here that to him the only way for a leader to succeed is to commit fully to an objective. The leader is here expected to see intensively even obsessively, to feel it. Being committed 100% is crucial for the leaders effectiveness, but the real problem is not to get him to convince the other but to get him passionate about the goal and get it to become a part of him. Because if strongly and intimately convinced he will be able to take the goal/company or team to a higher level.The leaders feelings stressed out?Feelings are often considered in Leadership theories, how to connect with people to make them do what is needed for the common goal (often the company)? But what I think is extremely interesting here is the consideration made to the leaders feelings. The question is not how to deal with the teams feelings but to analyze what thrive the leaders and how they handle their emotions.The Author here develops a little paragraph on how stressful it can be for a leader to become a leader. The two mains reasons to this stress would be Steve Denning then points out the famous and classical world Leaders such as Gandhi, Martin Luther King Jr. and Kennedy who so intimately convinced had to pay the price of their life for their causes.To conclude this discussion I found important to highlight the phrase p79 telling that its an opportunity to lift their game to a new level because to me it sums up very well the basic structure of leadership that is to say the dimension of a vision.2. Howell Raines leadership taleSteve Denning choose to introduce this chapter with a storyThe Howell Rainess leadership tale.He tells us more about Howell Raines, former executive editor of the New York Times and the kind of leader he is and how he lived and tried to implement is change strategy.To sum up, Raines wanted the times to be the first on the news, with bigger and more original stories covered by what he called overwhelming force. He was familiar with the firm and the staff and had strong backing from his boss.One of the first thing is did was to use his right of fire and hire to create the dream team he had in mind. He did implemented change and got the Times to win a Pulitzer but after 19 months he was dismissed because of one of his reporter accused of plagiarism. The underlying reason was a bit different though, he was told to have lost the newsroom.What happ ened here is that despite his vision and that he strongly believed in what he intended to implement, he had failed to win the hearts and minds of his staff. He did not listened to his people enough and was perceived as very intimidating and aggressive.He did not succeed in taking other with him in his change strategy mainly because he underestimated his change strategy and its interaction with the staff.New audienceThe author here develops the concept of audience evolution. Communication and management as we know it now is pretty recent in human history. Once upon a time people were not considering work like they are now. They had no specific expectations except earning money and would not even think work as a way of making them feel better, important and individually considered.There are 3 notions I will highlight that I think are crucial to understand this change of audience expectationsQuest for happinessNowadays we are in what I call the endless happiness quest, everyone wants a nd have to be happy by any means, and it of course includes work. People have more skills, are more educated and therefore expect more. They want something in return.New relation to authority figuresAnother important thing that changes a lot the way the audience is acting is that we nowadays have a new relation towards authority, in private spheres (Family with your parents) and public spheres (at work with your boss). This is very important to keep in mind to understand why the audience acts in a certain way and what it expects.Expansion of diversityWe are dealing with more and more differences between people gender, ethnicity, nationality, religion, life style, age group and geographical locationUnderstand that new audienceThe problem is that dealing with different people means that you wont reach them with the same tools. What is the common point to every single individual? We are humans. And what is common to every human being? Emotions. Whatever we do, wherever we come from we are driven by emotions, whether we try to hide them or we work with them we are all emotional. This is what the leader has to use Emotions. He has to keep in mind that we are all different, have different goals, ambitions, perspectives and needs but a way to get us to understand the other and get involve in change or in a project is to use our emotions, the one that thrives us to go to another level.The author emphasis a 2 dimensions individual with a surface and a deeper world. To make something of someone you have to go to the deeper world, and for this you have first to get to know the individual personal story.They question. They explore. They intuit. They wander. They mingle. They live in it. They listen. They watch.Its a matter of imaginatively reaching out and getting inside the subjective world of the people who need to change and getting a sense of what it is like living in that world, so that the leaders feel its logic and power and order and compelling harmonyFinding and encouraging New leadersSteve Denning develops an idea that I find particularly interesting it is that leaders cant work alone. No matter how charismatic and how committed he is to his vision an idea he will need the others to make change happen. He speaks about middle hierarchy and calls them evangelizers. He then makes a parallel with Raines story and how he failed involving his staff in his change strategy.He ends that chapter with the concept ofNarrative intelligence required for understanding the story of the change idea and the audiences story.3.Steve Denning vision of leadershipWhy Do People Change Their Minds?Stephen Denning explains us that there are 3 ways for people to change their mind by actual experience, by observed experience, and by symbolic learning.Actual ExperienceThe way we are living and experiencing things around us can change the way we think about them, mostly because of the feelings we have when experiencing those things. When you feel a strong emotion doing something, you trend to pay attention to it and to remember it more easily and longer than when you dont feel anything.Observed ExperienceActual experience is not the only way to learn from experiences, observing events can have the same emotional effect as real-life experiencing.In the public arena, 9/11 changed the way many people viewed terrorism.Symbolic LearningMost of the time the learning of an idea communicated symbolically is not as powerful as an experience but it can have similar physiological reactions.In the author case, the combination of direct experience, observed experience, and symbolic learning led to his spending a large part of his life devoted to international development.1. Changing minds through direct or observed learningThe more immediately people are involved in an actual or observed experience, the more meaningful the learning will be, and the more impact they will have. Direct or observed learning in a business environment can be acting, conversations, visits, role-playing, simulations, prototyping, training, Advantages of experiential learning (direct or observed)Emotions are involvedParticipants make up their own opinion (durability of the change)Experiential learning is more effective than passive learningLimits of experiential learningLeaders dont always have the power to change peoples actual experiencesMost of the leaders falls on the use of language as a way to change peoples mind2. Persuading people to change through languageMethods of persuading people change their mindsAbstractNarrativeDirect and explicitAppeal to reason through detailed evidence and argumentsNarratives in which the object is to have the listener live the story as fully and movingly as possibleIndirect and implicitAppeals to intuition, through cues, signs, heuristics and manipul