Environment Essay Example | Topics and Well Written Essays - 1000 words

Environment - Essay Example I don’t think there is any evidence to support this idea. There are certainly people in the world who lead decent, secure, happy lives. But there are also many who do not. In order to have a good life it is important to have your material considerations taken care of—shelter, food, clothing. It is also important to have a sense of dignity and purpose. A happy person is one who sets goals that can be achieved; not impossible pipe dreams that will always disappoint. Sadly, many people in the world do not have the opportunities we have in the West. One of the biggest factors in examining environmental impacts is heavy industry. I would look at how many factories a rich country has versus a poor country. Countries that do a lot of manufacturing, especially products like chemicals, often pollute more than countries that have an economy based on financial services, for example. Another important factor would be environmental legislation to prevent companies from easily polluting. Usually rich countries have better, stronger laws that have developed over time. Rich countries are usually democratic countries that listen to lobby groups like environmentalists. Many poor countries are dictatorships where the ideas and opinions of only one man rule. Ecosystem are often defined as a matter of convenience because we cant study everything at once. How would you describe the characteristics and boundaries of the ecosystem in which you live. In what respect is your ecosystem an open one? I would say the ecosystem I live in is an urban one made up mostly of people plus some rats and pigeons and bacteria. It is a distinct ecosystem with clear boundaries—aka the city limits—but it is not closed. Food and animals and people enter it everyday, some for their jobs, other because of trade. Birds fly in and worms cross through the earth to enter. Also waste products are constantly

Class activity Essay Example | Topics and Well Written Essays - 250 words

Class activity - Essay Example In view of this, executives must understand that they have a legal and moral responsibility to implement preventive measures to eliminate harassment. Case Analysis: Will teams work 1. The managers must be trained on the technical aspect of the job. Training on productivity and how to motivate the workers should be given to the managers. This will be very helpful to them in creating a workplace conducive to productivity. 2. The managers should be competent in the technical know-how. They should not only be results-oriented but also learn to appreciate the efforts applied on the job. Team work should also be emphasized. These competencies will help motivate the workers more. 3. The managers should be trained first and foremost on the technical aspects in the automobile parts manufacturing. This will take around six months to one year. Training on human relations is essential so they will learn to deal with the factory workers and eventually learn to motivate them; thus, making them mor e productive. This training will probably take one month. 4. One of the alternatives to management development is the development and training of the factory workers.

Luxury Brand Marketing Essay Example for Free

Luxury Brand Marketing Essay While the word ‘luxury’ is used in daily lives to refer to certain lifestyle, the underlying construct’s definition is consumer and situation specific. If you earn less than 15000 a month, a pair of reebok shoes would be a really big luxury item for you. On the other hand, if you are going to a party with some big-wigs a $100,000 car may not be a luxury. The word luxury originates from the Latin term â€Å"luxus† signifying, â€Å"soft or extravagant living, indulgence, sumptuousness or opulence† The meaning of luxury is extremely subjective and multidimensional in nature. It depends on dimension such as high price, high quality, uniqueness, exclusivity etc. What is a luxury product? In economic terms, luxury products are those who can consistently command and justify a higher price than products with comparable functions and similar quality. In marketing term, luxury products are those who can deliver emotional benefits which is hard to match by comparable products. The luxury sector targets its products and services at consumers on the top-end of the wealth spectrum. These self-selected elite are more or less price insensitive and choose to spend their time and money on objects that are plainly opulence rather than necessities. For these reasons, luxury and prestige brands have for centuries commanded an unwavering and often illogical customer loyalty. Luxury and prestige brands such as Rolex, Louis Vuitton and Cartier represent the highest form of craftsmanship and command a staunch consumer loyalty that is not affected by trends. These brands create and set the seasonal trends and are also capable to pulling all of their consumers with them wherever they go. Premium brands are those brands like Polo Ralph Lauren, Calvin Klein and Tommy Hilfiger that aspire to be luxury and prestige brands but their marketing mix strategies are more attuned to a mass market, albeit a luxury mass market. They are also termed as mass-premium brands or mass-luxury brands. Fashion brands on the other hand are those that address the masses. Strategies for Luxury Marketing There are conventional foundations for ensuring success of a brand and they are listed below in brief : 1. The brand must be â€Å"expansive†. Which means it should be full of innovation opportunities for the marketer and in terms of satisfying the divergent needs of the luxury consumer 2. The brand must tell a story It is this story, of either heritage or performance or other aspects that goes on to build the aura of a brand over time. The story always accentuates the identity of the brand. 3. The brand must be relevant to the consumers’ needs Depending upon the mindset of the luxury class, it is imperative for a brand to satisfy those needs, whether they be for recognition or functional use etc. 4. The brand must align with consumers’ values A brand that does not concur with the basic values of a consumer’s society has a small chance of succeeding because luxury items are forms of expression or identification for a luxury consumer. This makes it difficult for the consumer to adopt the brand in such cases. 5. The brand must perform Irrespective of which category the brand belongs to, a performance assurance is a must for the brand if it wishes to be in the evoked set of luxury consumers, considering the price being paid for luxury. LUXURY brand marketing CONCEPTS: Socialite as a Conductor In 2006, when Christian Dior chose Chawla as its spokesperson, everyone was shocked some secretly jealous. Chawlas association: to be the face of the brand, be seen in Dior in the right circles, host events attended by the right people and generally hobnob with the circle that she already moves in. The money details are not clear people in the circuit and in the luxury industry say its part financial, part goodies. But it might be working. Chawla says, Dior has done incredibly well with a consistent rise in sales. It is the most visible brand in India with the highest recall value in terms of marketing strategies implemented. Socialites being signed up for a fashion brand is not new, at least not in the West, says former fashion editor and luxury specialist Sujata Assomull-Sippy. She mentions Armanis 19-year-old association with British semi-royal and socialite Lady Helen Taylor that started when he designed her wedding gown in 1992. The association ended in 2009. Taylor, who was also the face for Bulgari, gave a sigh of relief and was glad to give up her uniform. Six years hence, Chawla is nowhere close to hanging up her Dior couture. The Mohan for Gucci buzz has engendered new aspirations in the circuit that goes beyond the hostess or the grander-sounding luxury consultant tags. The socialite is becoming more important in a luxury brands marketing strategy as she pulls in the right kind of crowd, says Priya Sachdev, creative director for TSG International Marketing that has brought brands like YSL, Diane von Furstenberg to India. Nichevertising Brand consultant and strategist Harish Bijoor of Harish Bijoor Consults loftily terms it nichevertise vs massvertise. According to him the luxury brands are not for mass consumption and shouldnt be mass advertised. The social circuit gives them a fresh channel to reach out to their target audience without any noise. The socialite model of marketing targets the guest lists minus the hard sell, he says. Personal voice- distinct style Every luxury brand needs to develop a marketing strategy that not only helps them achieve their marketing goals, but is also in line with their brand. For example, while it makes sense for Christopher Bailey from Burberry to update the Burberry Facebook page with short videos he makes or music he supports, the same type of strategy might not work for someone like Bentley or Rolex. Bijoor says that for luxury brands, sell is a four-letter word and not just literally and thats why they aim at buy. Luxury brands like to be bought, not sold, he says. Sell is a top-down strategy which involves an element of shout you asking consumers to consider you. Buy, instead, is a pull-oriented strategy. Luxury brands love pull not push, he explains. This is ideal for the socialite marketing where the conversation with the brand is more visual and not aural.

Social Classes Of Mid-Victorian England :: European Europe History

Social Classes Of Mid-Victorian England In the Mid-Victorian period in English history there were distinct class differences in its society. There were three classes in England. These were the Aristocracy, the Middle-Class (or Factory owners) and the working class. Each class had specific characteristics that defined its behavior. These characteristics were best seen in four areas of British society. During the time-period known by most historians as the Industrial Revolution, a great change overtook British culture. Aside from the political and economic change which occurred, a profound social alteration transpired. The populace seeking to better their lives, sought employment in newly-formed industries. Many of the workers which included women and children, labored through 12 hour work shifts, with poor nutrition, poor living conditions and completing tedious tasks1. These factors, accompanied by various ideological precepts by Britain's intellectual community, and those concepts imported from France, provoke a crucial social evolution. Though no government was overthrown, a distinct transformation took place causing rebellious behavior to erupt among the working class. This essay will address the questions of how and why this behavior was expressed by the lower order of British society. It will also discuss methods the ruling class used in suppressing and controlling the rebel lious behavior exhibited by the working class. The middle class held to two basic ideologies that served in the exploitation of the lower order of the British society. Richard Atlick identified them as Utilitarianism (or Benthamism) and Evangelicalism. Both served the self-interested inclinations of the middle class. Utilitarianism created the need to fulfill a principle of pleasure while minimalization pain. In the context of the "industrial revolution" this meant that the pleasure extracted from life would be at the working classes' expense. This provided a perfect justification for the middle class to capitalize on. The working class of Britain, throughout the industrial revolution and through the Victorian age, acted in a defiant manner toward both the aristocracy and middle class. This behavior extended from the everyday activities of the workers to radical anarchist movements that categorized the underground. The middle class seemed to be just as familiar with the inverse of Benthamism as they were with its normal application. The pleasure principle was measured in terms of minimalization of pain. If the sum of pain, in a given situation, is less than the sum of pleasure, than it should be deemed pleasurable. The inverse principle applied to the working class was how pain (work) can be inflicted, with the absolute minimum distribution of pleasure (wages), without creating an uprising.

History of Art – Cubism

Historical Account Cubism is a part of the abstraction period of modern art in the beginning of the twentieth century. There was a series ‘isms' that influenced each other and came quickly in the modern world of art. These include Neoclassicism, Romanticism, Realism, Impressionism, Post-Impressionism, Division and Symbolism. It was believed to be started with Picasso and Baroque in 1907. Cubism was a movement of modern artists going against the accepted style of paintings and pushing the boundaries of what was modern art.The Impressionists and Realists of the late 19th century started to paint more everyday items and in a ore spontaneous fashion, in contrast to the classical period which came before. Immediately before cubism were artists like Cezanne and Serrate who were considered to be post impressionists who were converting impressionism into a more classical style. Then Van Gogh wanted to express more emotion in his art than the impressionists had, and his style started to develop including vivid colors and bright landscapes.Art in the modern world moved from telling stories and depicting important historical occasions, to a more personal approach from the artist. The artist wanted to explore their emotions, the everyday and play with form, perspective and composition These colors and need to express emotions led to different movements of expressionism, the Fauves (wild beasts) which had artists including Van Gogh and Gauguin, German expressionism was more extreme, Abstraction came after this and cubism was one of the forms that led heavily from it.During 1908, Baroque and Picasso realized they were working towards the same ideas and decided to work together until 1914. Their principal subject became the still life. They experimented with painting and sculpture to express and challenge the way objects are represented. What you see depicted in a cubist work is not a realistic representation of the object, but a flattening of the planes that make up th e object from different directions in a strong geometric fashion.The artist no longer relied on the renaissance principals of geometric perspectives. The painter was free to explore a different visual reality and to challenge the viewer in what they were seeing in a two dimensional form. By 1909 Picasso began to break individual forms into smaller faceted shapes. For example the head had each feature as its own carefully modeled form. â€Å"The paintings and drawings of 1909 are works which give rise to the word cubism when Picasso was accused of dividing his pictures into ‘little cubes'. In 1910 Picasso made a breakthrough where the figure was seen or represented as transparent planes that locked together which allowed the eye to pass through them to the picture behind so the pictures had a more sculptural element. The movement ended in 1914 as Picasso was a prolific painter and continued to explore other ways of expressing himself. There was a turn towards realism again in 915 to 1920. Critical Account – The Women of Avignon This painting is a particularly important work in the development of cubism and Picasso artistic Journey.The picture is grounded in tradition and yet challenges the viewer with new perspectives and treatment of color and form. Picasso starts with the classical grouping of the three figures on the left. Their placement and gestures and semi nude attire seem to be familiar and are drawn from the images of the late Renaissance of the three graces. Picasso uses this familiarity to lure the viewer in but then starts to play with perspective, proportion ND color to challenge and represent a new way of viewing.Picasso has distorted the figures, using angular planes and we can see the beginnings of the different perspectives represented in the arms and faces of the figures. He uses flesh colored tones for the figures but in a very flat way rather than the traditional gently coupled tones of classical realism that leads to the repre sentation of the three dimensional figure on the two dimensional canvas. The shading and abstract nature of the shapes used meaner that they are very much in the modern world.We can see an example of this shifting of the perspective in the two central figures where the eyes are different sizes, the noses are off-set and the shape of the ears is distorted. As we look at the body of the three figures and the draping, we start to see flat geometric shapes and the beginning of the cubist treatment of the human figure. When we look at the small still life of fruit in a bowl at the bottom of the painting, we see the flattening of perspectives emerging. If this were a real representation of fruit in a bowl they would be effected by gravity.This representation makes the viewer eel anxious, waiting for the fruit to fall. In this way Picasso creates tension and expresses emotion through the distorted perspective. Picasso had a very difficult relationship with women and in the painting he repr esents women very differently between the group of three on the left, and the group of two on the right hand side. The three classical figures are more sympathetic and easy on the eye for the viewer, but there is dark shadows on the figures in the far left that hint at darker emotions.The figures on the right are more fully abstracted and show the influence of African ribald masks and paintings. The colors are not sympathetic, classical nude colors, but instead brighter and harsher reds, blues and greens. These women are confronting and convey a strong emotion for the viewer, but this destruction of form is not accidental but quite methodical. Everything in the picture is broken up into angular wedges and facets. Having said that these shapes are not flat but are shaded in such a way to give some sense of the third dimension. These sharp angles and edges, voids and solids, led to this movement being dubbed as cubism. History of Art – Cubism Is a part of the abstraction period of modern art In the beginning of the twentieth century. There was a series ‘Isms' that Influenced each other and came quickly In the modern world of art. These Include Neoclassicism, Romanticism, Realism, Impressionism, Post-Impressionism, Dolmen's and Symbolism. It was believed to be started with Picasso and Braque's in 1907. Cubism was a movement of modern artists going against the accepted style of paintings and pushing the boundaries of what was modern art.The Impressionists ND Realists of the late 19th century started to paint more everyday items and in a more spontaneous fashion, in contrast to the classical period which came before. Immediately before cubism were artists like Cezanne and Serrate who were considered to be post Impressionists who were converting Impressionism into a more classical style. Then Van Gogh wanted to express more emotion in his art than the impressionists had, and his style started to develop Including vivid colors and bright landscapes.Art In the modern world moved from telling stones and depleting important historical occasions, to a more personal approach from the artist. The artist wanted to explore their emotions, the everyday and play with form, perspective and composition These colors and need to express emotions led to different movements of expressionism, the Fauves (wild beasts) which had artists including Van Gogh and Gauguin, German expressionism was more extreme, Abstraction came after this and cubism was one of the forms that led heavily from it.During 1908, Braque's and Picasso realized they were working towards the same Ideas and decided to work together until 1914. Their principal subject became the still life. They experimented with painting and sculpture to express and challenge the way objects are represented. What you see depicted in a cubist work is not a realistic representation of the object, but a flattening of the planes that make up the object from different d irections in a strong geometric fashion.The artist no longer relied on the renaissance principals of geometric perspectives. The painter was free to explore a different visual reality and to challenge the viewer in what they were seeing in a two dimensional form. By 1909 Picasso began to break individual forms into smaller faceted shapes. For example the head had each feature as its own carefully modeled form. â€Å"The paintings and drawings of 1 909 are works which give rise to the word cubism when palaces was accused of dividing his pictures Into ‘little cubes'. In 1910 palaces made a breakthrough where the figure was seen or represented as transparent planes that locked together which allowed the eye to pass through them to the picture behind so The movement ended in 1914 as Picasso was a prolific painter and continued to explore other ways of expressing himself. There was a turn towards realism again in 1915 to 1920. Critical Account – The Women of Avignon This pa inting is a particularly important work in the development of cubism and Picasso artistic Journey.The picture is grounded in tradition and yet challenges the viewer with new perspectives and treatment of color and form. Picasso starts with the classical grouping of the three figures on the left. Their placement and gestures and semi nude attire seem to be familiar and are drawn from the images of the late Renaissance of the three graces. Picasso uses this familiarity to lure the viewer in but then starts to play with perspective, proportion and color to challenge and represent a new way of viewing.Picasso has distorted the figures, using angular planes and we can see the beginnings of the different perspectives represented in the arms and faces of the figures. He uses flesh clouded tones for the figures but in a very flat way rather than the traditional gently suspected tones of classical realism that leads to the representation of the three dimensional figure on the two dimensional canvas. The hading and abstract nature of the shapes used means that they are very much in the modern world.We can see an example of this shifting of the perspective in the two central figures where the eyes are different sizes, the noses are off-set and the shape of the ears is distorted. As we look at the body of the three figures and the draping, we start to see flat geometric shapes and the beginning of the cubist treatment of the human figure. When we look at the small still life of fruit in a bowl at the bottom of the painting, we see the flattening of perspectives emerging. If this were a real representation of fruit n a bowl they would be effected by gravity.This representation makes the viewer feel anxious, waiting for the fruit to fall. In this way Picasso creates tension and expresses emotion through the distorted perspective. Picasso had a very difficult relationship with women and in the painting he represents women very differently between the group of three on the le ft, and the group of two on the right hand side. The three classical figures are more sympathetic and easy on the eye for the viewer, but there is dark shadows on the figures in the far left that hint at darker emotions.The figures on the right are more fully abstracted and show the influence of African tribal masks and paintings. The colors are not sympathetic, classical nude colors, but instead brighter and harsher reds, blues and greens. These women are is not accidental but quite methodical. Everything in the picture is broken up into angular wedges and facets. Having said that these shapes are not flat but are shaded in such a way to give some sense of the third dimension. These sharp angles and edges, voids and solids, led to this movement being dubbed as cubism.

Psychology Theories And Techniques Of Counseling - 1262 Words

â€Å"Oh, so you’re gonna be a counselor then,† is often the question I hear after telling people I am majoring in psychology. This used to bother me. It bothered me because it comes off as people not being aware of all the other career paths a person can pursue with a psychology major. That is, until Theories and Techniques of Counseling†¦ Before I became a psychology major, I was studying social work. Even though I couldn’t seem to find my niche within the major, I was grateful for the introduction to empathy and aspects of counseling. It was like a candle began to catch fire and after reading Martin and Yalom, studying about different therapeutic approaches, listening to guest speakers, and practicing counseling techniques in class, the illumination of therapy began to warm my entire being. Regarding the aspects of the course, there is not one aspect that I did not find meaningful or educational. The texts chosen, â€Å"Love’s Executioner† a nd â€Å"Counseling and Therapy Skills†, showed a spectrum of therapy experience, wide range of methods and theories, and in their own ways, remarkable honesty. Having to write reaction papers for every other chapter was an excellent way to 1) make sure students are keeping up with reading, and 2) delve deeper into the assigned chapters by forcing us to write about similarities or differences between texts, as well as connections to reality. The requirements for the reaction papers, like the length, subject, and questions, were very practicalShow MoreRelatedIn this compare and contrast paper I will highlight the differences and commonalities1167 Words   |  5 Pagescommonalities between Larry Crabb’s biblical model of counseling, theories, and techniques of Rodgerian theory called Rodgers’ Client-Centered Therapy (RCCT), Rational Emotive Behavior Therapy (REBT), and Cognitive-Behavioral Therapy (CBT). All of these theories are a form of psychotherapy. Couselors today use techniques such as pharmacological intervention and cognitive and behavioral therapy. They are not wrong in using these techniques, but rather should seek the Lord and take a biblicalRead MoreReflection Paper989 Words   |  4 Pages Holly Willis A counseling theory has certain qualities, such as clear operational definitions so that it can be tested further. To be most useful, a counseling theory should be parsimonious yet comprehensive enough to include known related empirical findings. It should stimulate new discoveries and predict events deductively within its purview and preview. A counseling theory also should serve an organizing and explaining function for observed events. Ones theory should help them to simplifyRead MoreThe Suicide On The World Trade Center Occurred1394 Words   |  6 Pagesour sessions, and to this day I use the breathing techniques she taught me to reduce my anxiety. Since that time, I’ve felt compelled to help others cope with their personal struggles, and I’ve become a patient listener. During my freshman year of High School, it was the introductory to Psychology class that inspired my growing desire to learn more about Psychology. Consequently, I joined the Psychology Club where we explored themes and theories that were not introduced in the classroom. OnceRead MoreChristian Counseling and Secular Psychology 1320 Words   |  6 PagesTheory Critique In our fast passed and ever changing society, personal experiences built up over time and often make life difficult to deal with over time. Everyone has their own prospective on what is important and how they will tackle various problems they face from day to day. It is the responses to our harsh environment and experiences that can often manifest into feelings such as: anxiety, resentment and possibly guilt (Crabb, 1977). It is those that have negative experiences in life thatRead Moreh2Colorado State University/h2 h3College of Natural Sciences - Psychology/h3 Founded as an1000 Words   |  4 PagesUniversity/h2 h3College of Natural Sciences - Psychology/h3 Founded as an agriculture college in 1870, Colorado State University has grown into one of the major research universities in the nation. It offers over 150 programs through eight college divisions and prides itself on providing its students with a world-class education. Among the most renowned educational pursuits at CSU are the diverse graduate degree programs available in the field of psychology. Graduate students can choose areas of studyRead MoreHistory and Theory Essay973 Words   |  4 PagesHistory and Theory The viewpoints if Sigmund Freud and Carl Rogers have similarities and differences. Both have made significant contribution to the psychology field. The theories from Freud and Rogers are still used in modern psychology. 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Additionally, It will attempt to highlight the relationship that exists between the theory andRead MorePsycholoy, Theology and Spirituality1442 Words   |  6 PagesPsychology, Theology and Spirituality: Interdisciplinary Approach to Christian Counseling Morenike Oye Liberty University Psychology, Theology and Spirituality: Interdisciplinary Approach to Christian Counseling Summary McMinn (2011) uses this book to bring out the importance of the use of spirituality (as related to Christian faith) in psychological counseling. He describes the Christian Counselors as people who are highly trained in counseling theory andRead MoreAn Overview of Counseling and Psychotherapy Essay1088 Words   |  5 PagesAn Overview of Counseling and Psychotherapy I. Title Overview of Counseling and Psychotherapy II. Definition Psychotherapy is the treatment of individuals with emotional problems, behavioral problems, or mental illness primarily through verbal communication. 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Critically discuss relevant SME and entrepreneurial theory and provide critical thinking regarding marketing practice using examples and supporting evidence. - Free Essay Example

Sample details Pages: 11 Words: 3181 Downloads: 5 Date added: 2017/06/26 Category Marketing Essay Type Critical essay Did you like this example? Introduction The emergence and growth of small to medium enterprises (SMEs) globally has generated increasing interest into research on how the strategy and tactics of these companies differ from or overlap with general marketing theories, as well as theories designed for multinational corporations (MNCs) (Bridge, ONeill, Cromie, 2003, p. 123). Through definition, SMEs benefit from less financial and human resources than their large corporate competitors, yet some of these companies managed to gain a competitive position in their respective industries (Chaston Mangles, 2002, p. Don’t waste time! Our writers will create an original "Critically discuss relevant SME and entrepreneurial theory and provide critical thinking regarding marketing practice using examples and supporting evidence." essay for you Create order 67). With less financial resources dedicated to marketing and significantly smaller marketing teams, SMEs revolutionised areas of marketing through the need to find more creative ways to gain a good position in the market (Burns, 2007, p. 259). Whilst marketing in the traditional sense through extensive paid for advertising campaigns and price competitiveness requires extensive funds, SMEs have a need for more cost effective campaigns with tangible results, as their ability to invest in marketing initiatives is significantly lower (Storey Greene, 2010, p. 33). In order to respond to this practical need, an increasing number of scholarly research projects are focusing on tracing the successful strategy of SMEs that thrive in conquering a significant market share (Knight, 2000, p. 13). The impact of the perceived success of small companies has generated a paradigm shift in the entrepreneurial world, hinting at the fact that a well executed vision counts more than a companys cash fl ow. At the same time, the influence of the internet and globalisation has made its impact felt on the ability of SMEs to advance beyond their capability to serve local customers (Dholakia Kshetri, 2004, p. 311). Often opting for the most effective means of marketing, SMEs have indeed become the role models of other companies in their attempt to communicate with and gain the loyalty of customers (Lu Beamish, 2001, p. 567). As such, this essay is analysing the relevance of standard marketing practice to SMEs and also the innovative solutions employed by small or medium businesses and their impact on the academic knowledge regarding marketing. Drawing a parallel between available scholarly knowledge and practice exemplified through the successful marketing initiatives of SMEs, this essay attempts to draw a clear conclusion in regards to the emerging paradigm shift in marketing. Entrepreneurship and organisational structure in SMEs Entrepreneurs usually become owner-managers of SMEs through launching their business idea and gaining the necessary funding for it from grants, loans or self-funded initiatives (Stokes Wilson, 2010, p. 35). Due to the fact that the entrepreneur is in charge of all the decision making of a firm, SMEs are often faced with operational and strategic challenges that their large corporate counterparts do not experience (Stokes, Wilson, Mador, 2010, p. 194). On the other hand, SMEs have the advantage of an organisational structure that presents closer working relationships within the company, which can aid the business to become an industry leader (Chaston, 2000, p. 166). To start with, setting the vision of a company and attempting to inspire all members of a business to share the views of the senior management is a challenging task (Southon West, 2002, p. 94). More often than not, large corporations struggle with the resonance of their vision throughout the entire corporation more th an small businesses, for obvious reasons. The hierarchical management structures often met in MNCs are inexistent in small corporations, where the success of the team is seen as a result of equal effort from all those involved in the business (Adler, 2001, p. 220). As such, the contact between the leaders of the business and the end employees is more common in SMEs (Bolton Thompson, 2000, p. 82). The leaders and employees of a business are the first and sometimes most important brand ambassadors of a company (Morhart, Herzog, Tomczak, 2009, p. 122). The relationships within a company are usually reflected in the behaviour of employees with external stakeholders and a strong corporate reputation usually stems from the cohesion inside a company (Kuhn, 2008, p. 1227). Close contact with all other members involved in the operations of a firm and constant communication leads to a strong vision and innovative ideas, due to constant exchange of information, often in face to face setti ngs (Crotts Turner, 1999, p. 116). On the other hand, the complex and formalised communication matrix that can be identified in large companies may inhibit the exchange of views and ideas and may lead to the loss of meaning of the values and vision of a firm, also inhibiting innovation (Dougherty, 1992, p. 180). Market research capabilities Uncovering the demands and opportunities of the market can be a complex issue, hence why large corporations delegate this task to teams within the research and development (RD) function of the company (Von Zedtwitz Gassmann, 2002, p. 573). The subtleties involved in the market research, including tactics of audience profiling and anticipation of demands require specific skillets (Schindehutte, Morris, Pitt, 2009, p. 93). As already mentioned, SMEs have significantly lower human resources that they can rely on for the purpose of market research and development. As such, they either rely on commonly available market research released by market research companies, due to its accessibility. However, this does not allow SMEs to gather the knowledge necessary to respond to relevant market demand in a quick manner. In addition to this, publicly available information can also be accessed by similar competitors, therefore not offering any of the companies using it the competitiveness of i nnovation (Wong, 2005, p. 270). Traditional market research conducted through expensive face to face, phone or post methods are more accessible to large corporations that can invest the capital in these initiatives. The internet, particularly social media platforms have opened up new methods, which are much cheaper and arguably more effective for conducting market research (Deakins Freel, 2009, p. 143). Granted, large corporations can still use an effective mix of the old and new methods, which would offer them a competitive edge over SMEs, but the depth of the research is only relevant when it can be effectively put into practice (Greenhalgh, Robert, Macfarlane, Bate, Kyriakidou, 2004, p. 603). The ability to analyse data obtained via any market research method and turn this into relevant information for marketing purposes is still closely linked with the talent available within a company, and once again the MNCs have an edge over SMEs. Nonetheless, the flexibility of operatio ns of SMEs is the core advantage of these companies over MNCs, as they can easily modify products and services to suit the needs of their consumer (ORegan, Ghobadian, Gallear, 2006, p. 35). In the toy industry for instance, the product offerings of smaller businesses translates into significantly lower costs incurred by changes, than in the case of large corporations who have are dealing with higher volume of products. Opportunity marketing In terms of market research and responsiveness, one of the advantages of SMEs is the close ties they can develop with local communities, making them stronger as competitors to large corporations in specific regions (Perrini, Russo, Tencati, 2007, p. 290). The debate regarding localisation of international businesses in specific regions is a result of the perceived influential power of SMEs, as the flexibility of smaller businesses to take advantage of the opportunities presented by each specific market is significantly higher. Whilst global businesses rely on the recognition of brand name and reputation, SMEs rely on the convenience they can offer in the market due to proximity of shops or familiarity with the demands of the local customer base (Stokes, 2002, p. 85). In regards to opportunity marketing, SMEs can build a competitive edge for themselves through responding to immediate needs of local consumers due to the flexibility in operations that they benefit from (Rae, 2007, p. 72). As such, distributors of toys in the UK, for instance, can take advantage of important events in the local community better than MNCs, as they will be aware of local community events for children faster than the global brands present in the area. The low capital requirement for market entry in the toy manufacturing industry is an advantage for the entrepreneurial initiatives in the industry (Ecorys Research and Consulting et al., 2013, p. 36). The multitude of options for supply chain management in the UK, through local manufacturing facilities or import of products from overseas is luring for entrepreneurs that can identify a market need in a particular area of the industry or a specific region (Kirby, 2003, p. 269). Although the price competitiveness of large toy chains such as Toys R Us is quite a high threat to the entry of SMEs in this industry, local businesses can take advantage of their knowledge regarding the more subtle needs of the consumers in their attempt to w in over the market share (Michman Mazze, 2001, p. 201). Positioning is paramount for the success of smaller businesses over their multinational competitors, and the ability to take advantage of proximity of schools is an important factor in the success of SMEs (Patten, 2001, p. 14). Whilst MNCs have an intrinsic need to find or build large stores to accommodate their extensive product range, SMEs can take advantage of strategically placed boutique stores in the vicinity of areas where the footfall of customers can make a significant difference to their financial returns. The product offerings of SMEs can be tailored to suit the needs of their local customer base and individuals with significant entrepreneurial talent will identify the gap in the market which is not fulfilled by MNCs (Davenport, 2005, p. 683). Innovation and word of mouth marketing The perceived risks associated with innovation may represent a higher threat for SMEs, due to their investment power, but the focus on niche product offerings could significantly reduce this risk. Therefore, innovation in the context of small business ventures needs to be seen as the ability to respond to the needs of a niche consumer base, usually referring to a local consumer base and their immediate need (Freel, 2000, p. 27). Whilst MNCs in the toy industry have to balance out the needs of a large consumer base with their ability to market new products, due to the need to respond to the desires of all of their customers, niche small businesses can venture into offering tailored products without endangering their strategy and operations (Carson, Cromie, McGowan, Hill, 1995, p. 54). In addition to this, the marketing of large corporations is usually concerned with the ability of their messages to appeal to a large consumer base, whilst smaller businesses can easily tailor thei r marketing tactics to appeal to a specific consumer group (Dalgic Leeuw, 1994, p. 39). Through the ability to take advantage of specific needs and wants of local consumers, SMEs have higher chances of being featured in local press or radio, therefore being able to develop more lucrative public relations initiatives. For example, entrepreneurs in the toy industry can identify important school events that they can sponsor, therefore gaining important exposure for their brand and becoming known to the relevant consumer base. Research of these opportunities is not easily accessible to MNCs, therefore leaving a gap in the market for SMEs to gain popularity over the well established chain stores. These initiatives increase the opportunity for SMEs to take advantage of both opportunity marketing and word of mouth marketing. Children and their parents are the target consumer groups of the companies in the toy manufacturing industry and whilst these groups are sensitive to advertising, there is still significant reliance on impulse buying for these products (Seiter, 1992, p. 240). As a result of this, even though SMEs are less likely to have the funds necessary for investment in standard marketing tactics such as extensive ad campaigns on TV channels, this is not necessarily seen as a barrier in the toy industry. The ability to reach the customer in person and persuade them to make a purchase is still important in the toy industry and SMEs have the added advantage of proximity to the customer and the chance to reach out into the community at key moments, when the need for their products increases (Brown, 1990, p. 180). The importance of CSR Entrepreneurs in the toy industry must realise the primary importance of safety and quality of the products sold (TIE, 2013, p. 2). Increasing concerns of outsourcing of manufacturing and testing to production facilities in developing countries have impacted on the reputation of MNCs. Therefore, the ability to demonstrate a commitment to local or national manufacturing can significantly impact on the perception of customers in regards to the quality of products and the overall image of the small companies (Spence Schmidpeter, 2003, p. 93). This can diminish the impact of pricing tactics used by MNCs, as customers are willing to pay premium prices for products that they perceive as safe and durable for their children (Trudel Cotte, 2009, p. 62). Therefore, instead of seeking to compete with their large corporate opponents from a price perspective, SMEs in the toy industry should focus on quality of products instead and demonstrate that their corporate social responsibility (CSR ) abilities are significantly higher than those of mass manufacturers of toys (Perrini, 2006, p. 307). The profitability of SMEs can therefore be increased by persuading customers to pay premium prices that reflect the added value of locally sourced products and services. In the context of SMEs, effective marketing of products demonstrates that the purchase of a product is part of a cycle that enables the entire economy of a region to prosper (Du, Bhattacharya, Sen, 2010, p. 10). Managing to demonstrate how a customers investment impacts on the employability of the region is paramount in the success of SMEs over MNCs, through effective communication with the consumers that outlines how the profits of a company are invested back into the larger economy of a region. Conclusion Whilst this paper does not ignore the issues faced by SMEs due to the significantly lower financial and human resources available to them, it outlines the strategies and tactics to overcome any of these issues. Through effective marketing tactics that take into account the needs of local customers, as well as the ability to demonstrate how quality and safety is reflected in the premium pricing of toys sold by SMEs in the UK, the smaller entrepreneurial initiatives of individuals can have a significant competitive edge over the MNCs present in the region. Developing lucrative partnerships with local schools and media outlets can impact on the success of SMEs through the ability to create a stronger reputation of the company and meaningful relationships with the targeted consumers. To conclude, whilst there are significant distinctions between SMEs and MNCs, there is not an innate need to reinvent the wheel in terms of marketing, only to tailor the tactics to the abilities and nee ds of a company. 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