Marketing Plan and its Components

Table of Contents Introduction Target Market Marketing/ Sales Strategies Competitive Analysis SWOT Analysis Conclusion References Introduction The main aim of any given business entity is to make profit from its products and services. Profits in a business can only be realized when a ready buyer buys or is served by a business thus the need of marketing plan so as to retain the customers.Advertising We will write a custom essay sample on Marketing Plan and its Components specifically for you for only $16.05 $11/page Learn More Marketing plan involves the layout of how the business is going to penetrate or keep afloat in the competitive market by identifying the target market and laying down the strategies of how to venture into the identified market. It also enables the business to identify its competitors and to cope with the needs of the customers. A business should consider the following factors when developing a marketing plan. Target Market Targ et market entails segmentation of customers a business has decided to focus on for the purpose of selling goods and services. Identification of the market for a business products results to a business deciding on the method of promotion to use so as to reach the target market. It also involves pricing and distribution channels of the business products or services so as to reach the targeted customers. Through market analysis the business is able to use more cost effective and easier methods of business promotion. This can be in a case of home cleaning business whereby the business owner uses newspapers to advertise so as to reach the target market. To be more cost effective the same business can promote its products by directly writing mails to particular residents. Market segmentation is normally done in order for a business to be successful in target marketing. This can be done in the following ways:Advertising Looking for essay on business economics? Let's see if we can hel p you! Get your first paper with 15% OFF Learn More Geographical location segmentation. Demographic segmentation which is determined by measurable statistics like income and age. Psychographic segmentation which is based on lifestyle preferences. A good identification of the target market will always determine how well a business can sell its products and services to its customers. Marketing/ Sales Strategies Marketing strategy is a process that allows concentration of limited business resources on greatest opportunities so as to increase the sales and the growth of business. The business scans internal environment such as performance analysis, marketing mix and also external market environment like target market analysis. It also involves evaluation of elements such as culture, economic and even political environments. A business comes up with all the possible means which it can enforce so as to reach the target market identified. Competitive Analysis Competitive analysi s is the assessment of the strength and weaknesses of current and potential competitors (Smith, 2005). The analysis provides both the defensive and offensive strategies through which a business can identify its strengths and weaknesses. The business identifies the challenges in the market by identifying its competitors and their positioning in the market. Through profiling its competitors, the business reveals the weaknesses of these competitors and turns them into its strengths so as to fill the gap left by the competitors. These weaknesses maybe manifested in form of poor customer relations, poor quality products, unsatisfactory services and so many other things which when improved may add value to attract customers. T he proactive stance of a business also enables the business to understand how its rival may react to its planned strategies and so it should be prepared. Competitive analysis also gives a business strategic agility whereby offensive strategies can be implemented so as to maximize on the strengths while defensive strategies can be used to counter the rival.Advertising We will write a custom essay sample on Marketing Plan and its Components specifically for you for only $16.05 $11/page Learn More SWOT Analysis This is a strategic planning method used to evaluate the strength, weaknesses, opportunities and threats. It looks at the objective of business venture and the factors which are favorable and unfavorable to achieve the business objectives. These include: Strength: These are characteristics of a business which makes it to perform better than its rivals by having a competitive advantage over its competitors. Weakness: Are characteristics which work to the disadvantage of the business as compared to other competing businesses. Opportunities: These are chances which can make a business to venture into the market unexploited opportunities making it to increase its sales. Threats: Elements that can work against the business performance. The strategies considered during evaluation may be limited by the SWOT analysis. Sahaf, (2007), notes that a business which uses SWOT analysis may conclude that it has done a complete job on planning and forget or ignore the business objectives.. Findings from Reynolds and Olson, (2006), have shown that SWOT analysis can harm business performance depending on how it is implemented. Conclusion In market planning, a business has to put into consideration all the above areas as they are the driving forces that put a business on the right track towards achieving its success. Marketing and sales strategies have more weight as they are the revenue determinants and the backbone of a business performance. The business should also concentrate in one area of target marketing so as to fully capture all the customer needs and goes a notch higher to evaluate and identify the latent needs of the customers even before they identify them. References Doyle, P. and Stern, P. ( 2006). Marketing management and strategy. Upper Saddle River: Cengage. Levinson, J., C. and Levinson A. (2007). Guerrilla marketing: easy and inexpensive strategies for making big profits from your small business. New York: Houghton Mifflin Harcourt. Reynolds, T., J. and Olson, J., C. (2006). Understanding consumer decision making: the means-end approach to marketing and advertising strategy. New York: Routledge.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Sahaf, A. (2007). Strategic Marketing: Making Decisions for Strategic Advantage. Upper Saddle River: Cengage. Smith, B., (2005). Making marketing happen: how great companies make strategic marketing planning work for them. New York: Butterworth-Heinemann. This essay on Marketing Plan and its Components was written and submitted by user Felix Ramos to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Enzyme Kinetics essays

Enzyme Kinetics essays This enzyme kinetics experiment is designed to determine the optimum pH and temperature of the -amylase enzyme. Using starch as a substrate, I was able to measure with a spectrophotometer the absorbance of light and determine how much of the substrate the enzyme had been transformed. Then by using calculations based on analysis, I proceeded to find that the optimum temperature for the enzyme to work is at 55C and the optimal pH is 5. These were close to the results I hypothesized but not exactly because error was significantly there. These results are meant to benefit not only the commercial world but also the farmers that grow the barley from which -amylase is harvested. Enzyme kinetics experiments try to determine the optimal situation for an enzyme to perform at its maximum efficiency (Vilet, 1996). Enzymes are a catalytic protein that lowers the activation energy of a reaction (Campbell, 2002). When an enzyme is in the presence of a substrate (the substance the enzyme is designed to change) it changes it and it itself does not change (Campbell, 2002). In the beginning, when the substrate is with the enzyme at its maximum concentration, the enzyme will change the substrate at its maximum rate and the time that the enzyme takes to meet a new substrate particle after finishing with another is negligible (Campbell, 2002). This is called the Vmax and the substrate concentration at which half of Vmax occurs is called KM (Vilet, 1996). Eventually as the enzyme changes more and more of the substrate the reaction rate will decrease and the enzyme will take longer to meet up with a substrate partner (Campbell, 2002). Now, enzymes work better in certain con ditions and in other conditions they cannot work at all (Campbell, 2002). In this experiment I tried to determine the optimal conditions for the enzyme -amylase. The enzyme -amylase is collected from germinating barley seeds and is used for malt beve...

Communication 380 Coursework Example | Topics and Well Written Essays - 1000 words

Communication 380 - Coursework Example What is the pattern of the pronunciation variation? The pattern of the variation is in the chorus line. The first two times the group uses the phrase â€Å"stick witch you†, whereas in the third usage in the chorus it is â€Å"with you†. 2. What is the effect of such deliberate dialect code switching on you personally? I would not have noticed it if it had not been pointed out to me, and since it has been, I find it irritating and annoying. 3. Do you think that other people listening to the song will react differently to it than you? Yes, I do think that others will react differently. As with most popular song lyrics, unless a word or phrase used garners an emotional reaction, it goes unnoticed. 4. Do you think this song is aimed for a male or female audience? I think that this song is aimed more towards a female audience, since people have a strong tendency to notice chorus lines that â€Å"speak† to them. In turn, this initiates an emotional reaction, which the n starts the person’s thought processes about someone in their life. 5. Why does she vary her pronunciation? She varies her pronunciation because of the rhythm of the song itself. In the first two instances of using â€Å"stick witch you†, the beat of the music is slightly faster than in the third instance, which is also the ending of the chorus line. 3 Part 3: Matching current words to their historical roots 1. Kingdom correlates to F. Anglo Saxon cyne, meaning â€Å"royal† 2. Toast (as in â€Å"to your health†) correlates to H. Scottish toss as in â€Å"toss a drink† 3. Wedlock correlates to E. Anglo Saxon wed, meaning â€Å"pledge or engagement† and lac, meaning â€Å"offering or giftâ€Å". 4. Fancy (as in imagination) correlates to G. French pensee, meaning â€Å"thought† 5. Cutlet correlates to A. Latin costa, meaning â€Å"rib† 6. Cockatoo correlates to B. Hindustani kakatua, a word imitative of its cry 7. Country Danc e correlates to D. French contre meaning â€Å"opposite† 8. Cold Slaw (or Cole Slaw) correlates to C. Dutch kool meaning â€Å"cabbage† and sla meaning â€Å"salad†. 4 Part 4: Misanalyses 1. Sick-as-hell anemia is â€Å"sickle cell anemia† 2. Old-timer’s disease is â€Å"Alzheimer’s disease† 3. Smiling Mighty Jesus is â€Å"spinal meningitis† 4. For all intensive purposes is â€Å"for all intents and purposes† 5. A blessing in the skies is â€Å"a blessing in disguise† 6. Spitting image is â€Å"splitting image† 5 Part 5: â€Å"Chat with A.L.I.C.E.† (pandorabots.com) 1. Are A.L.I.C.E.’s responses semantically appropriate? The semantics of A.L.I.C.E.’s responses are determined by the use of language, and how they are worded to her. Oftentimes, they are not appropriate, i.e. she asked how I was doing, and I responded with â€Å"I am lovely†. Her response was if that â€Å"made me feel superior†. 2. Are they pragmatically appropriat

Google or Yahoo Essay Example | Topics and Well Written Essays - 1250 words

Google or Yahoo - Essay Example The following figure proves the above stated argument: Figure 1: Over-diversified features of Yahoo versus simple and focused features of Google (Ong, 2011) The lack of a consistent vision of Yahoo prevails even in the present times. Ray (2010) shared useful information regarding their frequent changes in the mission statement on their official website; the definition of their service has been changed into various things like internet navigational service, online media company etc in the past few years. The achievement of Google’s foremost business goal of maintaining the best search engine has been enough to steal the web visitors of Yahoo. Google’s simplicity and focused vision wins them the edge over the over-diversified aims of Yahoo. Google launched other web services like Gmail, Google Maps, Google Earth etc after they had perfected their core competency of search engine service. 2.2 Better Service and Storage Space of Webmail Service Google launched their webmail service in 2004 when they announced the Gmail service. At that time, Yahoo and other companies were already providing webmail services that offered free limited data storage of about 10MB; any greater amount of storage was charged. Google electrified the market with their first mover’s advantage of offering 1GB storage space. Along with the credit of first mover’s advantage, Biggs (2007) stated that Gmail is considered to be much faster than Yahoo mail. Yahoo has imitated the strategy of offering greater data storage to their clients but has failed to earn back the web users who migrated to Gmail. The following table highlights some valuable facts regarding the dominance of Gmail over Yahoo... After conducting an extensive study of the prevailing market share, features and services of Yahoo and Google, it can be concluded that Google gains a competitive advantage over Yahoo. Google has been able to increase their products and services over an elongated period of time by perfecting each one of them before stepping into newer domains. On the contrary, over diversified efforts and lack of a consistent vision has caused Yahoo’s efforts to be diverted in a wide range of services. Gmail offers greater storage and speed performance as compared to Yahoo mail. Google Adwords is based on more reliable and rewarding marketing strategies that help their clients to gain greater return on their investments. Greater coverage of Google helps their clients to cover a greater segment of web users.

Internationalizing higher education-a case study of Grantchester University Essay Example for Free

Internationalizing higher education-a case study of Grantchester University Essay Internationalization in the area of higher education has become one of the most talked about issues in recent times. In fact, in the form of internationalization of higher education one of the most important global changes of current period has been manifested. The event of internationalization of higher education is conceptualized in different ways by different people. For example, some see internationalization in the field of higher education as a normal extension of universities’ traditional commitment to learning and as a process of knowledge exchange. However, for some people internationalization is nothing but an innovative response by the universities to the opportunities in external market (Windham, 1996; Trilokekar, 2007). Whatever be the way of conceptualizing the process of internationalization of higher education, it has been accepted as an important issue in the field of higher education. One crucial issue regarding internationalization of higher education is that there is lack of theoretical studies that could provide guidelines for those universities which are thinking about going international. Actually, theoretical studies are lagging far behind the practical implementation of the process under consideration. Thus it is found that in most of the cases internationalization has a tendency to take place in an unplanned and incremental way (Welch and Denman, 1997; Wit, 2002) and hence it posses various problems and challenges to the management of the institution which is undertaking the process of internationalization. Here a case study will be conducted to identify one key challenge that a University management can face while they implement the technique of internationalization in the field of higher education and provide recommendation to solve the issue using theoretical knowledge and empirical evidences. For the purpose of this study Grantchester University of UK will be taken under consideration as the university has taken an important step to go international. It has made effort to internationalize its educational system. It has undertaken a program for providing higher education to the students residing in far flung places by sending its faculty to those places. This paper will analyse the case study of Grantchester University in order to find a single key challenge the management of the university is facing and to find a way out. First, a rigorous analysis of the case study will be provided, then a key challenge will be identified on the basis of the analysis and finally a strategy will be recommended and justified on the basis of existing management and organizational theories and empirical evidences. Analysis of the case study: Grantchester University is a relatively new university in the North of England. It is a quite large institution which was created through the merger of three colleges having root going back to 1880 a teacher training college, a technical college and an art school. In 1983, a Business School was formed under the flagship of the then Grantchester Polytechnic. This business school under Grantchester University will be examined. This business school eventually has grown to build the largest faculty in the present university with having 4,000 full time students with 500 being registered on postgraduate programmes. As a part of the process of internationalization, in the last few years the senior management of the business school has negotiated a number of collaborative agreements with overseas universities, primarily in an effort to take advantage of the opportunities presented in an increasingly globalised higher education sector. As in case of most of the British universities, in Grantchester University also the proportion of overseas students studying has been increasing gradually, particularly in the business school. In this segment around 10 percent of undergraduate students and around 40 percent of postgraduate, 75 percent of which are full time post graduate students, are coming from outside of the European Union. However, the senior management has identified a number of factors which are making further expansion of ‘international’ teaching in the university campus sproblematic. These factors include the size of the current university campus and cost of land in the city, the perceived carrying capacity of the city of Grantchester, the increasingly problematic economic environment, increasing competition from universities in countries providing the ‘traditional’ source of overseas students to the UK, for example in China, India etc. , and the changing immigration regulations. Thus the management has started to concentrate on another alternative program for becoming internationalized in the field of higher education. The business school is now paying more attention on sending its academic staffs overseas to teach there in collaboration with local staffs. Actually delivering educational program overseas has become a new trend in the field of higher education and the university vice chancellor is quite aware of the trend and hence she has decided to deliver some of university’s more popular educational programmes overseas, either in new campuses overseas or in some sort of partnership with local universities. The Business School was first chosen to follow this path of internationalization because of its size and the perceived strength of its programmes to pilot the strategy. The management of the business school has designed courses that are generally delivered to full time as well as part time students overseas. All overseas teaching is conducted in partnership with local colleges which are based in the country of delivery. Under the current teaching module developed by the management a faculty member of the University is generally employed for overseas teaching on a two year attachment in each country of operation. Every study module is delivered to the students through the partnership of a module teacher sent by the University and a local teacher. The module teacher of Grantchester has to visit the partner college and give a series of lectures to students and attend seminars over a single week. During this single week visit he also conduct meeting with partner teachers in order to devise strategy of staff development. Then it is the responsibility of the partner teacher to conduct tutorials and seminars supporting and building on the block sessions. Although assessment materials are prepared by the module tutor, student work is marked by the partner tutor, with only 10 percent sample of student work being moderated by the module leader. In order to have efficient course delivery the management has to arrange overseas trips for the faculties and teaching schedule in such a way that courses are delivered in timely manner. The management provides allowance for business class travel to the faculties. The faculty members who are scheduled to go overseas are required to book tickets at least three months in advance through the Associate Dean responsible. Staff wishing to have alternative arrangements approved on an exceptional basis must seek approval from the associate Dean responsible. Both FT and PT delivery modes consist of 6 nights maximum accommodation overseas and 6 nights disturbance allowance at the approved rate (currently ? 50. 00 per day). The current model is however not free from problems. A number of problems are associated with this current module of overseas teaching. Faculties of Grantchester who have already visited other countries for the purpose of delivering study module have expressed their grievances over certain issues. Last minute scheduling of overseas trips for the faculties have been a major problem for the management. The current system of organizing trips to overseas seems to be ad hoc in nature which is creating problem not only to the higher authority but also to the faculties who are assigned the trips on short period notice. During the case study it has been found that the management was dealing with the problem of arranging academic staffs for some particular session as the management did not able to find out academic staffs who could participate in that session even when only one and half months remained in the hand of management where the program necessitates booking of flights three months before the delivery schedule. The management was looking for some one who was under profiled as the business school was not in a position to pay for overtime. Although the management some how managed to get required staffs for sending overseas for that particular session, this kind of ad hoc nature of scheduling trips create huge problems for faculties as they have to go other countries for delivering course module on short period notice. Another problem associated with the issue of scheduling trips is that management is quite idle in informing faculties about any changes in the scheduled trips on an emergency basis. For example, in 2008-09 for the February session Peter Smith was supposed to leave to deliver course module to the students of Star College on 8th February, but due to some problem the lectures that were scheduled to be given on WC February 9th got cancelled and the lectures were rearranged on WC February 16th. The management, however, did not bother to let Peter know about this change as soon as the decision was taken by the management. He was informed two weeks later giving him only little time to change his flight booking. Last minute scheduling of overseas tours also provides the faculties with little time for preparing themselves for teaching overseas students. They get little time to get acquainted with the course module and get confused about what to deliver to the overseas students. One the faculty members who has already gone through this problem has described his experience. He suffered the problem of this kind of ad hoc nature of planning in his very first trip to overseas. This faculty member was asked to go to Far Off to deliver the induction programme for the first cohort of students on a very short period notice. He received the email only two weeks before he needed to fly out. He was provided with the paperwork, i. e. the course material only before he left for the trip so that he could read it on the plane, and hence he hadn’t had the chance to prepare or fully understand what was being proposed in the documentation. He wasn’t aware of the course structure or even the module content. It seemed crazy, but the authority wanted him to run a week of course induction for the new students and had drafted him the course material at the last minute. As he did not get enough time to prepare himself for delivering course material, the quality of teaching according to him was not up to the mark. The management is also suffering with problem of delivering allowances to their faculty members on time for their trips to overseas. The university is liable to pay allowances for traveling and accommodation to the faculty members. But the case study has revealed that some faculty members were not provided with the stipulated allowances even after a long time of since completing their visits. For example, according to a faculty member although the travel arrangements and the hotel accommodations were satisfactory, it was three months since she returned and still had not received her expenses and disturbance allowance. Not only that, she also did not have any clear idea regarding how to chase these up. It is the responsibility of the university management to offer a clear idea regarding all aspects of these overseas tours and providing allowances no time. She did not bother very much about the issue of reimbursement and expressed her satisfaction over the trip and expressed her wish to go for another one as it was only her first trip. But if she faces this kind of reimbursement problem everytime she goes overseas for fulfilling the goal of internationalization of the university, she might not be ready to continue this or this could negatively affect the quality of teaching as she will not be sure about whether she will be paid off for delivering lectures. For any international teaching organization, success depends on the quality of teaching. In recent times many organizations many educational institutions are going for internationalization with an aim to cash in on new market opportunities and least bother about providing high quality education. Looking at these kind of intentions of most of the international educational organizations, a number of countries are making some regulations for overseas universities running programs in those countries. Granchester University is also confronting this problem in some of the countries where it has been running its overseas programmes. For example, Ethnocentrica, one of the countries that Grantchester has been teaching in, has recently introduced tighter regulation of overseas universities running programmes there. This is, at least in part, because of concern that such teaching is perceived as primarily a means of cashing in on the growth in education globally. A number of universities operate in Ethnocentrica and the government is worried by the growing number of complaints about poor quality teaching and assessment. One of the key regulations stipulates that overseas universities must provide full Professors for all teaching of university courses delivered in Ethnocentrica in order to enhance teaching quality. But the problem with Grantchester is that it employs only few full professors as they are more interested in research work and the university is basically a teaching university which does not pay much attention on research works. A key challenge to the University management: Through the rigorous analysis of the case study presented above, one thing has come out that all the problems discussed above would result in deterioration in the quality of teaching which is essential for an international organization like Granchester University. It is one of the vital responsibilities of the management to ensure that the faculty members offer quality teaching to overseas students. All the problems revealed through the case study ultimately boils down to a vital problem relating to the quality of teaching. Thus it is the issue of providing high quality teaching to overseas students that is posing challenge to the management of the University. The university authority requires to manage its human resources, i. e. the academic staffs in such a way that quality teaching can be provided. This issue of providing high quality teaching is extremely important and relevant fro conducting the process of internationalization efficiently.

Philosophy of Teaching Essay -- Education Learning Careers Essays

Philosophy of Teaching Twelve years ago, I was not interested in becoming a teacher. I was content with my life. Then, I had two wonderful children. As they became school age, my opinion of teachers was immensely altered. I have spent countless hours within my children’s school, became personally connected to the wonderful individuals who were their teachers, and developed a respect for these tireless workers. These individuals have created a desire within me to enhance children’s lives and improve society through education. Children are life’s blessings. All children have the ability to learn. Just as all children are individuals, they also possess diverse individual learning styles. A successful teacher must have the necessary skills and personal drive to recognize these differences in abilities and deliver an appropriate educational experience for all of the students. In order to be a successful teacher, I plan to incorporate four major philosophies into my classroom. They include behaviorism, essentialism, social reconstructionism, and progressivism. I believe a mixture of the four will create an essential environment for the most extensive educational experience that a teacher can offer. First of all, I have chosen behaviorism. Behaviorism was developed mainly by Ivan Pavlov, John B. Watson, and B. F. Skinner. They believed that through conditioning using rewards as well as punishments, educators could establish control over students’ behaviors. Using systems of rules, rewards, and punishments within the classroom is a constructive way to achieve control over the classroom. By producing rewards for the children to encourage appropriate behavior, they would be more likely to strive to be achievers rather than unde... ... updated on the latest methods of teaching so that I can be the successful instructor that I desire to be. Through my children, I have been able to realize that some children are less fortunate than others. Often, children do not have positive role models in their lives. A strong, positive experience in early education is an important building block for encouraging a child who wants to continue the learning experience. My goal with my students is to provide them with a positive role model as well as feed their imaginations. Overall, my philosophy on education is eclectic. I feel that by using many different philosophies as well as methods, I will be a more efficient educator. I will always strive to achieve the ideal classroom for my students to be successful in their education. My students’ success will be an indicator of my success as a qualified educator.

What leaders do and what constituents expect

As man tries to find new alternatives that will create changes in the way they do things, it requires committed and dedicated individuals who shall serve as the catalyst for enactment. At the same time, it seeks to find new dimensions that will allow differences to come in. Seeing this leadership has always been an integral part in facilitating growth and development. Due to this, they can facilitate an avenue that is dynamic and competitive in orientation. Kouzes and Posner book showcases the fundamentals in understanding leadership. It seeks to cater to reader’s insights and opportunities to develop their individual skills in handling complex and difficult situations. Similarly, it offers case studies that can contribute to linking the theoretical value of leadership towards the actual application of such in different scenarios. By grasping the importance of such concept, an individual can be vibrant and adaptive to numerous setback and obstacles in nature. Reflecting on chapter’s one and two, it is vital for managers to recognize their roles in the overall development process within a specific organization or company. They need to revitalize these objectives and create a scenario that is encompassing and beneficial to each of its members and employees. Due to this, they must constantly equip themselves with new ideas and trends that can help sustain optimum performance in any given situation. Moreover, leaders must remain vigilant for the occurrence and escalation of conflict. At its early stage, managers must effectively point out new alternatives and ideas that can help provide solutions to these given setbacks. If ever the problem has been prevalent, head’s of organization and companies must efficiently determine what strategies can be made and practiced so that new trends can emerge. It is through the realization of how a situation can be used as an instrument for growth can mangers exemplify their skills and competency. On the other hand, equipping and recognizing the needed tenets among leaders can help solidify and strengthen their hold in a particular environment. As the workplace becomes diverse and complicated, leaders and managers need to realize that they must continue to improve in their communication and management styles to suit the needs of the majority. Seeing this, this is one process that can help shape their integrity and remain active in their individual endeavors to satisfy familiar goals and objectives. Similarly, this procedure can be enhanced by particularly reinforcing knowledge and skills concerning leadership. This can be established by further training and redefining of values and principles surrounding a particular realm. By constantly initiating training, management and companies can ensure that they are committed towards ensuring that accountability and effectiveness remain a key point in their system. In the end, leaders have the capability and potential to enact changes. However, one important determinant in administering these ideas is their understanding of specific goals and values that are associated with the trait. By seeking to reinforce objectives and maintaining integrity amidst the elements of controversies and setbacks, companies and organizations can push forward their interest while establishing a healthy relationship among its peers.