African American Contributions to American History Essay

Many blacks contributed to the success of our country in every war that we as a people have ever fought. In order to properly thank them for their heroic effort, I as a Hispanic Caucasian must give credit where credit is due. In order to properly do so, I must begin with the contributions of â€Å"Black America† beginning with the American Revolution and continue up until the World War II. Make no mistake blacks made contributions well past World War II, but in the interest of time and accuracy I must stay within the confines of our earlier history. One main aspect that should be analyzed is the fact that no matter how hard the struggle, blacks have always overcome adversity no matter what the cost. Of course, contributions made by blacks are not limited to war alone, but include a wide spectrum of achievements that have advanced civilization as a whole. My personal respect and thanks go to all people who have served and continue to serve this country at any capacity. But we must never forget the contributions made by our black brothers and sisters who gave their lives fighting for a cause that so greatly affected their lives as well as our well being. Charles Dickens said it best in his book A Tale of Two Cities, â€Å"It was the best of times it was the worst of times†. The American Revolution was a time of great struggle for people of all races. But, Blacks in particular understood the literal meaning of patriot rhetoric, eagerly took up the cause of American freedom, fighting bravely in the early confrontations with the British. Though the revolution freed some blacks and set the country on a course toward the abolition of slavery, political accommodation to plantation owners forestalled emancipation for many blacks in the south for 90 more years. A black man was one of the first martyrs of the patriot cause. Crispus Attucks, apparently a slave who had run away from his owner 20 years before, died in the Boston Massacre in 1770. Though facts were disputed at trials then as now, witnesses said Attucks hit a British officer with a large piece of firewood, grabbed a bayonet and urged the crowd to attack just before the British fired. Attucks and two others were killed while eight were wounded, two mortally. Blacks served at the battles of Lexington and Concord. Peter Salem, a freed slave, stood on the green at Lexington facing the British when the first battle broke out with the shot that was heard around the world. One of the last men wounded in the battle as the British escaped to Boston was Prince Estabrook, a black man from West Lexington. At least 20 blacks, including Peter Salem, were in the ranks two months later when the British attacked an American position outside Boston in the Battle of Bunker Hill. Salem has been honored for firing the shot that killed Major John Pitcairn, the British officer who led the Redcoats when they had attacked his small unit at Lexington. Unable to venture outside Boston and then threatened with cannon surrounding the city, the British left Boston for New York. As the war changed from a Massachusetts endeavor to a broader conflict throughout the colonies, the politics of race changed dramatically. Blacks had been welcomed in the New England militia, but Congress initially decided against having them in the Continental army. Congress needed support from the South if all the colonies were to win their independence from England. Since southern plantation owners wanted to keep their slaves, they were afraid to give guns to blacks. Congress ordered all blacks removed from the army, but black veterans appealed directly to George Washington, who took up their cause with John Hancock, president of the Continental Congress. Blacks serving in the army were allowed to stay, but new enlistments were forbidden. Though the Declaration of Independence declared that â€Å"all men were created equal,† many blacks soon saw more opportunity on the British side. The British governor of Virginia promised immediate freedom and wages to any slave who would join the Kings army. Hundreds flocked to the standard of the governor, Lord Dunmore, but he was denied a base on the land by the American forces and many of the blacks who joined him died of smallpox on overcrowded ships. The loyalty of blacks was a serious issue for the American leaders because blacks made up one-fifth of the two million people in the colonies. With the British soldiers already outnumbering the American troops, and recruitment difficult for the patriots, the northern colonies soon again began to enlist blacks. Rhode Island made up a regiment almost entirely of blacks. As the war continued, colonies as far south as Maryland and Virginia were recruiting free blacks for the American cause. As the war spread into the South, Congress found it needed to recruit slaves. It offered to pay South Carolina slave owners $1,000 for able-bodied male slaves. The slaves would receive no pay, but would be given $50 and their freedom at the end of the war if they served â€Å"well and faithfully. † The South Carolina Assembly threatened to leave the war, dooming the plan in the southernmost colonies. Recruitment of blacks to the American cause continued further north, but the patriots had less success than the British. The offer of immediate freedom extended by Virginia’s unfortunate loyalist governor was eventually made by the British throughout the colonies. Slaves joined the British by the tens of thousands. The fate of the loyalist blacks varied considerably. Some were captured by Americans and either returned to their masters or treated as war loot and sold back into slavery. Approximately 20,000 were with the British at the end of the war, taken to Canada or the Caribbean. Some became the founders of the British colony of Sierra Leone in West Africa. Even though the British offered slaves a better deal, many blacks served on the American side. They made up a sizeable share of the men in the Continental navy, state navies and the large force of American privateers. Blacks had long been in the labor force on ships and at seaports. On the water, then as now, skill counted for more than politics. The precise role of blacks in the revolution is difficult to quantify. Blacks in those days generally did not write. The people who did write early histories of the revolution were whites and concentrated on the efforts of white men. Also, many participants in the revolution were not specifically identified by race in the documents of the time and historians now have no way of knowing whether they were black. When blacks were allowed to serve in the American military, they often did work as laborers, sometimes in addition to regular soldier duties. Usually they were privates, though a few rose to command small groups of men. The words of the Declaration of Independence were taken literally by blacks and some whites. In, 1780, Pennsylvania became the first colony to pass a law phasing out slavery. Children born to slaves after that date were granted their freedom when they reached 28. Other northern states followed. The Superior Court of Massachusetts held in 1783 that slavery violated the state constitution, and New Hampshire also ended slavery by a court ruling. Vermont outlawed slavery and Connecticut and Rhode Island passed gradual emancipation laws. New York outlawed slavery in 1799 and New Jersey followed in 1804. The international slave trade was outlawed in 1808. Progress then came to a stop. A boom in cotton production spread the slave economy into the lower Mississippi Valley. Slave states were careful to control at least half the political power in the federal government, blocking any national movement against slavery until the Civil War. The 54th Massachusetts Regiment On January 1, 1863, President Abraham Lincoln signed the Emancipation Proclamation, freeing the slaves in the rebelling territories of the confederacy and authorizing Black enlistment in the Union Army. Since the beginning of the Civil War, free Black people in general, and Black Bostonians in particular, were ready to gather arms on behalf of the Union, yet they were prevented from doing so. Popular racial stereotypes and institutional discrimination against Blacks in the military contributed to the prevailing myth that Black men lacked the intelligence and bravery necessary to serve their country. By the fall of 1862, however, the lack of White Union enlistment and confederate victories at Antietem forced the U. S. government to reconsider its racist policy. As Congress met in October to address the issue of Black enlistment, various troops of Black volunteers had already been organized, including the First South Carolina and the Kansas Colored Troops. It wasn’t until January 26, 1863; however, that secretary of war Edwin Stanton authorized the enlistment of Black troops. As a result, the 54th Regiment of Massachusetts Volunteer infantry was founded, becoming the first all-Black Union regiment raised in the north. Training began for Black volunteers at Camp Meigs in Reedville, MA on February 21, 1863. Although some members of the community voiced opposition to the prevention of Black men from achieving the rank of colonel or officer, most community activists urged Black men to seize the opportunity to serve in the Union forces. The fear many Black volunteers had about the potential racism of White officers and colonels was calmed when Massachusetts Governor John Andrew assured Bostonians that White officers assigned to the 54th Regiment would be â€Å"young men of military experience, of firm anti-slavery principles, ambitious, superior to a vulgar contempt for color, and having faith in the capacity of colored men for military service. † Andrew held to his word, appointing 25-year-old Robert Gould Shaw as colonel and George P. Hallowell as Lieutenant. The son of wealthy abolitionists, Shaw had been educated in Europe and at Harvard before joining the seventh New York National Guard in 1861. In 1862, when Governor Andrew contacted Shaw’s father about the prospect of commissioning his son as colonel of the soon-to-be organized fifty-fourth, Shaw was an officer in the Second Massachusetts Infantry. Although reluctant to accept the commission, Shaw eventually became colonel. By the time training began at Camp Meigs, Shaw and his officers began work with the soldiers whose bravery would forever change public perception of Black military skill and valor. Black community leaders across the country such as Frederick Douglass and William Wells Brown served as recruiting agents for the Union army. As a result, over 1000 volunteers enlisted in the 54th Regiment, a response so overwhelming that Massachusetts organized a second Black regiment, the fifty-fifth. Men of the fifty-fourth represented twenty-four states, the District of Columbia, the West Indies, and Africa. Approximately 25% of them had been slaves, over 50% were literate, and, although as civilians they had worked in forty-six different occupations, the overwhelming majorities (55%) were common laborers. Regardless of origin, occupation, or social class, the men of the 54th Regiment both inspired Boston’s Black community and provided a symbol of pride for abolitionists across the country. Activists such as William Lloyd Garrison and Frederick Douglass visited Camp Meigs to show their support. Although the organization of the 54th Regiment resolved the conflict over Black enlistment in the Union army, the struggle of Black soldiers to gain respect in the military was just beginning. Upon arrival in the south, the Black soldiers were often treated as common laborers and the potential for their valor on the battlefield was disregarded. Upon arriving in Georgia on June 11, they were ordered by Col. James Montgomery of the Department of the South to raid the town of Darien. Reports of Black soldiers burning buildings and ravaging the homes of townspeople confirmed stereotypes of Black soldiers as un-trainable brutes. Col. Shaw found the raid on Darien barbarous and distasteful, and sent a letter to Brigadier General George C. Strong, requesting that the men be used in the planned attack on Fort Wagner, South Carolina. On July 16, the 54th Regiment fought alongside White soldiers of the 10th Connecticut Infantry in a skirmish on James Island, SC. This battle redeemed the Black soldiers’ fighting ability in the eyes of White skeptics, including General Strong, who commanded the 54th Regiment to lead the assault on Fort Wagner, scheduled for July 18. Strategically, a successful attack on Fort Wagner would allow Union forces to seize control of Charleston Harbor. Located on Morris Island, Fort Wagner protected Battery Gregg overlooking Fort Sumter. Thus, seizure of Fort Wagner was valuable because it enabled the Union to shell Sumter and close the harbor to confederate blockade runners, thereby paving the way for further Union attack on Charleston. Fort Wagner was located at the northern tip of Morris Island, and was controlled by 1700 troops and 17 artillery guns. Depleted to just over 600 men by the skirmish two days previous, the men of the 54th Regiment were ordered to lead the assault on Fort Wagner with the backing of regiments from New York, Connecticut, Maine, and Pennsylvania. Before the charge commenced, Colonel Shaw ordered the regiment to â€Å"prove yourselves as men. † Within 200 feet of the Fort, the confederates began to attack as the brave men of the 54th Regiment struggled through darkness, four-foot deep water, and marshland. Colonel Shaw, accompanied by dwindling numbers of dying men, managed to reach the top of the parapet where a bitter hand-to-hand combat ensued, the Black Union soldiers with bayonets against the White Confederate soldiers with handspikes and gun rammers. Colonel Shaw was mortally wounded with a pierce through the heart, along with a dozen of his men. Meanwhile, members of the 54th Regiment – some wounded, some dying – began to retreat; those who refused to back down were taken prisoner. As the smoke cleared, evidence of Confederate victory was immediately apparent, with 174 Rebel casualties and 1515 Union soldiers dead or wounded. Of the eleven regiments who participated in the Union assault, the fifty-forth Regiment accrued the most casualties, with 256 of their 600 men dead or wounded. Despite the heavy losses, the assault on Fort Wagner proved to the nation and the world the valor of Black soldiers in general and the men of the 54th Regiment in particular. From the ranks of the fifty-forth came stories of unfailing patriotism and undying glory. The men of the 54th Massachusetts Regiment, their White officers, colonel, and allies, not only struck a blow for American freedom and unity, they also proved to the nation and the world the valor, bravery, and devotion of African American soldiers. In the sacrifice made by Col. Shaw and his soldiers, Americans witnessed, for the first time, the supremacy of equality over racism, discrimination, and ignorance. Upon his death at Fort Wagner, the body of Col. Shaw was placed in a mass grave on Morris Island along with the bodies of his soldiers. The lack of proper military burial for a man who had distinguished himself as a soldier and as a leader was intended to insult the honor of Shaw and his family, who were deemed as race traitors by Confederates and White unionists alike. However, upon learning that his son had been buried with his black soldiers, Francis Shaw stated, with dignity, that â€Å"We hold that a soldier’s most appropriate burial place is on the field where he has fallen. † This statement and the honor displayed by the Shaw family and veterans of the fifty-fourth helped immortalize Shaw and his men as symbols of the Civil War battle for unity and equality. As a result of the 54th Regiment, over 180,000 Black men enlisted under the Union flag between 1863 and 1865. AFRICAN AMERICAN MILITARY SERVICE from WWI through WWII. During the global conflicts of the first half of the 20th century, U. S. servicemen fought in Europe for the first time in the nation’s history. African Americans were among the troops committed to combat in World War I (WWI) and World War II (WWII), even though they and other black Americans were denied the full blessings of the freedom for which the United States had pledged to fight. Traditional racist views about the use of black troops in combat initially excluded African Americans from the early recruiting efforts and much of the actual combat in both wars. Nonetheless, large numbers of African Americans still volunteered to fight for their country in 1917-18 and 1940-45. Once again, many black servicemen hoped their military contribution and sacrifice would prove to their white countrymen that African Americans desired and deserved a fully participatory role in U. S. society. Unfortunately, the deeply entrenched negative racial attitudes prevalent among much of the white American population, including many of the nation’s top military and civilian leaders, made it very difficult for blacks to serve in the military establishment of this period. African-American servicemen suffered numerous indignities and received little respect from white troops and civilians alike. The historic contributions by blacks to the defense of the United States were usually ignored or downplayed, while combat failures similar to those of whites and violent racial incidents often provoked by whites were exaggerated into a condemnation of all African Americans. In the â€Å"Jim Crow† world of pre-1945 America, black servicemen confronted not only the hostility of enemies abroad but that of enemies at home. African-American soldiers and sailors had two formidable obstacles to deal with: discrimination and segregation. Yet, black servicemen in both world wars repeatedly demonstrated their bravery, loyalty, and ability in combat or in support of frontline troops. Oftentimes, they accomplished these tasks without proper training or adequate equipment. Poor communications and a lack of rapport with their white officers were two additional burdens hampering the effectiveness and efficiency of African Americans in the military. Too frequently, there was little or no recognition or gratitude for their accomplishments. One of the worst slights of both wars was the willingness of the white establishment to allow racism to influence the award of the prestigious Medal of Honor. Although several exceptionally heroic African Americans performed deeds worthy of this honor, not one received at the time the award that their bravery and self-sacrifice deserved. It took over 70 years for the United States to rectify this error for WWI and over 50 years for WWII. Despite the hardships and second-class status, their participation in both wars helped to transform many African-American veterans as well as helped to eventually change the United States. Though still limited by discrimination and segregation at home, their sojourn in Europe during WWI and WWII made many black servicemen aware that the racial attitudes so common among white Americans did not prevail everywhere else. The knowledge that skin color did not preclude dignity and respect made many black veterans unwilling to submit quietly to continuing racial discrimination once they returned to the United States. In addition, the growing importance of black votes beginning in the 1930s and 1940s forced the nation’s political and military leaders to pay more attention to African Americans’ demands, particularly in regard to the military. Although it was a tedious and frustrating process, one too often marked by cosmetic changes rather than real reform, by the end of WWII, the U. S. military establishment slowly began to make some headway against racial discrimination and segregation within its ranks. The stage was set for President Harry S Truman’s landmark executive order of 26 July 1948. Another main contribution of note would be the trails and tribulations of the Tuskegee Airmen. In the 1940’s, it was still believed that Blacks were incapable of flying aircraft. This myth was dispelled with the help of the U. S. Congress. On June 27, 1939 – THE CIVILIAN PILOT TRAINING ACT was passed. This solitary ACT helped to create a reserve of civilian pilots to be called in case of War. Young black pilots were given the opportunity to train with U. S. approved programs located at TUSKEGEE INSTITUTE. The SELECTIVE SERVICE ACT OF 1940 also increased the opportunity for a broader participation of Blacks in the military when it banned discrimination in the selection and training of all American citizens because of race and color. The success of the CIVILIAN PILOT TRAINING ACT helped put the 99TH PURSUIT SQUADRON OF TUSKEGEE on the map. It was said that â€Å"the success of Negro youth in the Army Air Force would be predicated upon the success of the ‘Tuskegee Experiment. ‘† HBO’s docudrama, THE TUSKEGEE AIRMEN, is a good depiction of this era of Black Americans seeking acceptance as military pilots. Because of the opportunity provided by the Civilian Pilot Training Act, the number of Blacks in the ARMY AIR FORCE jumped from 2,250 in 1941 to over 145,000 by 1944. The two major groups to see combat as AAF men were the 99TH PURSUIT SQUADRON and the 332ND FIGHTER GROUP. Out of the 332nd Group came the 100th, 301st, and 302nd Squadrons under the command of Lieutenant Colonel BENJAMIN O. DAVIS, SR. , who became America’s FIRST AFRICAN AMERICAN GENERAL on October 25, 1940. By 1944, the 99th was added to the 332nd and participated in campaigns in Sicily, Rome, and Romania. The 99th and 332nd earned many DISTINGUISHED UNIT CITATIONS. These historical examples are but a small sample of the many great contributions and sacrifices made by black people in order to secure freedom and prosperity for this great nation. We owe them a debt than can never be fully repaid. If anything these great contributions should curtail any negative or racial thoughts toward such a magnanimous people. You would think that with all that has transpired throughout history, that we as a people could live and coexist together with peace and harmony. My only hope is that with time people will come to realize that we are all not that different from one another and that we can thrive together for a better future for all of us.

Strunk and Whites The Elements of Style

Strunk and Whites The Elements of Style Strunk and Whites The Elements of Style Strunk and Whites The Elements of Style By Maeve Maddox Strunk and Whites The Elements of Style receives frequent mention in articles about writing. Originating as a classroom study aid prepared by Cornell English Professor William Strunk in 1918, this widely-used desk reference of English usage, form, and style continues to influence writers after a hundred years. After Strunk died in 1946, essayist E.B. White was asked to augment and edit the guide for a wider audience. When White died in 1985, Elements was in its Third Edition. The current Fourth Edition has been, according to Whites stepson Roger Angell, modestly updated to include references to word processors and to acknowledge feminist concerns about pronoun usage. Elements has grown from Strunks original 43 pages to 105, but is still a compact, no-frills handbook for the writer in a hurry for answers to common questions. The guide is arranged in five sections: I. Elementary Rules of Usage II. Elementary Principles of Composition III. A Few Matters of Form IV. Words and Expressions Commonly Misused V. An Approach to Style The first four sections are easily skimmed, and the index will lead you quickly to the point of grammar you want. A 60-word glossary defines such basic terms as gerund and linking verb. The fifth section, An Approach to Style, provides a useful reminder that there is more to producing distinctive prose than just getting the grammar right: There is no satisfactory explanation of style, no infallible guide to good writing, no assurance that a person who thinks clearly will be able to write clearly, no key that unlocks the door, no inflexible rule by which writers may shape their course, According to White, style is a mystery, an entity that arises from the sum of an individuals writing: Style is an increment in writing. When we speak of Fitzgeralds style, we dont mean his command of the relative pronoun, we mean the sound his words make on paper. The Elements of Style deserves its long popularity as a concise guide to correct usage. It can equip a writer with the elements, but style must arise from the personality and mental furnishings of the writer. A searchable version of Elements (Third Edition) can be found at Bartleby.com. You can also find the book on Amazon.com Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Book Reviews category, check our popular posts, or choose a related post below:10 Rules for Writing Numbers and NumeralsList of Greek Words in the English LanguageComma After Introductory Phrases

Merry Christmas Quotations

Merry Christmas Quotations Want to wish your friends a Merry Christmas? Quotes can be a great vehicle to convey the seasons greetings. These merry christmas quotes express, what a thousand-word speech cannot. 11 Quotes to Wish Everyone a Meaningful Merry Christmas Never worry about the size of your Christmas tree. In the eyes of children, they are all 30 feet tall. Larry Wilde, The Merry Book of Christmas Somehow, not only for Christmas, But all the long year through, the joy that you give to others, is the joy that comes back to you. And the more you spend in blessing, the poor and lonely and sad, the more of your hearts possessing, returns to you glad. John Greenleaf Whittier Best of all, Christmas means a spirit of love, a time when the love of God and the love of our fellow men should prevail over all hatred and bitterness, a time when our thoughts and deeds and the spirit of our lives manifest the presence of God. George F. McDougall This is the message of Christmas: We are never alone. Taylor Caldwell As long as we know in our hearts what Christmas ought to be, Christmas is. Eric Sevareid The best of all gifts around any Christmas tree: the presence of a happy family all wrapped up in each other. Burton Hillis, Better Homes and Gardens The best Christmas trees come very close to exceeding nature. Andy Rooney Christmas is not in tinsel and lights and outward show. The secret lies in an inner glow. Its lighting a fire inside the heart. Good will and joy a vital part. Its higher thought and a greater plan. Its glorious dream in the soul of man. Wilfred A. Peterson, The Art of Living Christmas is most truly Christmas when we celebrate it by giving the light of love to those who need it most. Ruth Carter Stapleton Christmas, my child, is love in action. Every time we love, every time we give, its Christmas. Dale Evans Rogers Blessed is the season which engages the whole world in a conspiracy of love. Hamilton Wright Mabie

Agency Formation and Management Perspective Research Paper

Agency Formation and Management Perspective - Research Paper Example Agents must at all times work as per the instructions of their principals. You have clarified the areas where the law of agency plays critical role. For instance, regulating the principal-agent relationship, the external relationship between the agents and the third parties and the third parties and the principals in case the agents are purporting to deal on their behalf (Munday, 2008). The areas that you have said that the agency relationships are common are very sensitive as well. You have mentioned employment, financial advice and contract negotiation. All of these are very important areas in the economy and since agents are used in most cases, there must be some law so that the agents end up doing according to their principals and also as per the expectations of the third parties. Finally you have brought in the aspect of independent contractors. Like you have said, these play the same role as the agents only that they are used by small businesses. They are independent of the small businesses hence their

HRM individual assignment performance management Essay

HRM individual assignment performance management - Essay Example "Corporate Services/Corporate Capability service"- provides solutions such as management of records, facilitation management, carry out the work procedures and policies documentation, develops plans for purchasing and procurement. "Human Resources service"- handles the matters like fraud, grievances and misconduct handling, job designing and evaluating. They take into account Performance management, provide psychometric assessment and sets remuneration benchmarking. It also includes providing a complete strategic human resource management and planning. "Organisational Services"- assist in reviewing the business process, changing the management and bringing the organisational change. Thus they provide a complete solution for business and strategic planning. This service also covers risk management. Recruitment & Selection- the company maintains high standards for recruitment and selection process. They go for different screening technique such as personality test, intelligent quiescent, emotional quiescent, stress test, health test and checking the references. These entire tests are being done to check before hand that will the work force be able to take the work load. Training- the employees who are selected has to be trained so that they can develop the required skill for performing their job. Training is a continuous process. It should be provided as and when required for development of employees. Setting rules and regulation- rules and regulation provide the frame work within which the whole organization has to work. The performance of employee is appraised by comparing against these standards. They make the organization work smoothly and efficiently. Performance appraisal- the performance of the employees has to be appraised. This helps the organization to identify the employees who are performing above average and also helps to identify those employees whose performances are below average level. The management can drill down to find out the reasons behind. If required training and further assistance can be arranged. Career development - management should set the career path and provide proper training as and when required Grievance handling- it is the duty of organization that employee should feel satisfied with their job. They should have the feeling that organization cares for them and if any injustice happens they can easily approach the management and their problem will be solved. Compensation- the management should take care that each employee should be paid as per his/her performance. The

Advocacy activity Essay Example | Topics and Well Written Essays - 2000 words

Advocacy activity - Essay Example In order to succeed in this task, documenting the changes taking place in terms of legislations and policies, as a tool of social change is hence inevitable. Policy change is one of the greatest foundations, and a highly recommended approach to address the unique challenges faced by the society. The rapidly changing dynamics of the political environment around us clearly highlight the significance of the administration as a professionalizing agent in the field of political science (Furner, 2010). This paper aims to outline an approach to evaluate policy change by highlighting key priorities beginning from a brief overview of the chosen legislation, the significance and scope of the issue, the broad implications of the legislation, as well as an in-depth account of the elected official followed by an explanation of the entire process starting from the basic reasons behind the choice of the elected official an overview of the key points of discussion, to be carried out during the perso nal interview. Summary of the legislation: The key to addressing and resolving various social issues faced by the society lies in the determination of the social reformers and their relentless pursuit to create a more humane society by engaging in policy advocacy (Jansson, 2010). HIV AIDS is one such critical problem faced by the United States. With a total of 1.2 million Americans living with HIV (CDC, 2012), and one in five people are unaware of their infection (Aids.gov, 2012) it is identified as a serious public health concern thus indicating an urgent need to eradicate it through effective policy changes. This section discusses the Cure for AIDS Act 2012, introduced by Representative James Himes in the House, and is aimed at finding an effective cure for the epidemic and makes it accessible in the United States as well as globally. It proposes to establish a research program under the Congressionally Directed Medical Research Program of the Department of Defense to accomplish i ts goal (Govtrack.us). The program is proposed to be headed by the Secretary of Defense in collaboration with the Director of National Institutes of Health; the Director of National Institute of Allergy and Infectious Diseases; and any head of a Federal agency as deemed appropriate by the Secretary. The program aims to develop a cure for HIV/AIDS through extensive research programs, aimed at addressing the fundamental issues such as the key causes behind the persistence of the disease despite the use of various therapies; and developing and identifying various testing interventions to control the spread of any further spread of the disease, among others. The program also seeks to gain assistance from Non-profit entities in terms of co-ordination and sharing of responsibilities through partnership and provision of peer-reviewed funded research. The key objective of this bill is to ensure an effective cure for HIV/AIDS by supporting and encouraging innovative research. The conviction to find a cure has been strengthened further after the recent case of Timothy Brown, the first person ever to be cured of the 'incurable' disease (CBS News, 2012), thus providing a renewed hope to the medical practitioners, researchers and policy makers to revive and accelerate their efforts towards working and campaigning for the just cause. Significance and scope of the issue: HIV/ AIDS is a global epidemic affecting 34 million people worldwide, and claiming 1.8 million lives as of 2010 (WHO, 2012). According to available statistics the situation is equally grave for high-income developed countries as well including the United States. Over 1.2 million people in the United S

Standardisation Vs Customisation

Standardisation Vs Customisation A spectacular globalisation has been observed in the international business due to regional economic integration, advances in transportation, communication, technology and liberalization of worldwide trade policies (Czinkota Ronkainen, 2004; Keegan, 1999).ÂÂ   With the growing international business, international marketing has become more complex and diverse, (Terpstra, 2000; Cateora Ghauri, 2006) environment that is uncontrollable, unpredictable resulting uncertainty in business environment. International business is not only sending goods and services to foreign market but also to deal with different issues that make international marketing more complex, in particular geographical borders, different political systems, business regulations, currency conversions and cultural variety (Keegan, 2002; Geri Ian, 2009). Convincing cases can be put forward for both a standardisation or customisation approach to global marketing practice. These arguments are keenly explored; drawing from examples of Coca-Colas international marketing programme to reveal key points. This report discusses the contemporary issue facing by the global companies in marketing their products. Part One Issue: Global Marketing Standardisation Vs Customisation Global versus local marketing strategy have been a major debate in cross-national business development over decades for global brands (Levitt, 1983; Solber, 2002). The issue here is if the companies should follow a standardized marketing program to different consumer groups in different countries or a customised one by adapting their strategy according to the needs and habits of the specific country. The explanation for this confusion can be supported with two variables, awareness of local market condition at the headquarters and the level of headquarters influence in decision making of local marketing. This dilemma of standardising and customised marketing is mainly due to key factors like cost, ethical issues, legal restrictions, media, culture, and markets. For example taking the leading beverage company Coca-Cola (2003) into consideration it global campaign Life tastes good has been backed just after 2 years after its launch. Now the companies advertising headquarters operates ac cording to the local market needs rather than the draft developed at central headquarters. In addition to this it is also argues that product category is also a key factor in making advertising decisions (Summerfield, 2002). Kay (2002), president of Toronto consulting firm The Glasgow Group in similar fashion says technology and clothing brands tend to fit well with standard marketing but food and beverage products face difficulties with cultural mismatch, category development, brand name and local economy. Another example for customized marketing is McDonalds, a food chain, which customises its marketing strategy as well as products according to the needs and culture of the countries. The products launched in each country differ according to the cultural requirements and habits, economic development and affordability of the targeted class. This is considered to be issue because of the complexity created by the issue in the decision making process of international managers. As the main motive of the advertising is to influence the companys customers in selling their products, it is important for the company to decide if their advertising campaigns are influencing its customers globally in all regions. Thinking from a strategic point of view organisations marketing with a standardised marketing strategy implies offering standard product at standard price through standard distribution system, supported by similar promotional programmes in different counties, with different market requirement and in some cases completely opposite markets, this supports customising approach. On the other hand Cohanim (2002), Vice president of marketing and communication of IBM (Past), says IBM looks at the globe as a single market and IBM try to operate as a single global market, the company supports this by stating the solutions for their industry, customers, products and services are similar for all countries in which they are operating. Critical Analysis: Global Marketing is the strategy involving the four Ps of marketing i.e. Product, Price, Place and Promotion to deal with the markets according to the geographical and cultural adaptation. Complete Standardisation marketing strategy is to offer identical product line and features at identical prices through identical distribution channels endorsed by identical promotional programs. The other extreme of this would be Complete Customisation marketing strategy to develop distinct tailored products, pricing, promotion and distribution policies with no specific standard elements (Imad, Naresh 1995). Many writers have endorsed standardisation instead of customisation for international marketing (Britt, 1974; Clark, 1975; Obrien, 1986). This argument is pleasing as it can be estimated an outstanding sales for a standard global product. Levitt (1983) in his Globalization of Markets states that If a company forces costs and prices down and pushes quality and reliability up while maintaining reasonable concern for suitability customers will prefer its world-standardized products. Also the cost factor, which can be reduced by single marketing strategy when moved to low-cost market, helps the organisation to maintain the quality of the product (Walter, 1986; Yip, 1989). It is also observed that most of the international marketing campaigns are showing attention towards the standardised approach of advertising (Varder, 1992). Some researches conveyed that industrial products lend themselves more easily to standardisation than consumer products (Hite and Fraser, 1988) still, product categories cant be considered as great factor in standardising international marketing (Saimee Roth, 1992). In US, EU markets it is found that businesses with standardised products are well established and gain the advantage of create a standard image of their products (Bharadwrj et al, 1993; Rosen et al, 1989). The other important factor that encourages standardisation is reduce in unit cost, this gain a competitive advantage for the global companies who can easily penetrate into the price sensitive markets and drive the small competitors out of market. Walliser Usunier (1998, p. 530), in their review article, conclude that even though opportunities exist to standardize the strategic levels of international advertising, mainly on a regional basis, considerable adaptation of exceptional elements in international advertising campaign is inevitable. The standardisation or the customisation depends on the products and the notion of the consumers towards the product. Products like laptops, computers, televisions, cameras, watches, cosmetics, and clothing associated with fashion and status, etc are marketed on the basis of their world class recognition and hence a standard approach to campaign the products is used. A customised approach in such cases might not be preferred as they are advances in technology and thus the consumer demands in such cases have universal acceptance of these global products (Yvette Reisinger, 2008). This kind of globalization leads to homogenization of consumer acceptance and adaptation of such goods. But products like food and beverages, services like banking and insurance solutions depend on the habits and tastes and needs and wants of the targeted ethnicity. For example, McDonalds recipes differ from each country it operates and are accustomed to the eating habits of the locals. The pricing of such pro ducts too is done by considering the spending ability of the targeted class. A standardised approach in such case would possibly result in a failure of the product in international markets. Yvette Reisinger (2008), in his book describes the failure of the fast-food concept in France which is well admired in China. The Chinese consumers prefer faster service with low waiting time where as the French consumers seek distinctiveness and identity of the service. The study thus implies that a standardised or a customised technique of marketing products might not be feasible in all cases and depending on the influencing factors; thus, either of them or sometimes both of them might have to be considered. This is understood by a thorough research of the behaviour and adaptations of the countries while launching a product and depending on the mindset and acceptability of the consumers in those geographies (Salah Hassan, Erdener Kaynak, 1994). Philip Kotler in his Global Standardization Courting Danger (1986) describes few such failures of products belonging to renowned brands due to non-customization. Philips initially failed to make profits in Japan due to larger size of the coffeemakers and later did well after reducing the size to accommodate Japanese kitchens. Mattels Barbie doll, a famous product introduced in foreign markets, could have made positive profits with its standard western features accepted by many countries with a lower price m odel. This could also be counter argued by having a culture specific meaning of dolls and the need to have their features reflect a national look with would obviously earn better profits due to wide acceptance (Philip Kotler, 1986). Even though the Barbie sales were good with its western features in 60 countries, the sales in Japan have flourished only after the features of the doll were modified to reflect Japanese. This doesnt completely mean that Mattel has done well in those 60 other countries and leaves behind a dilemma that if there were customized features representing the nations, they could have done better. A proper and complete understanding of these two strategies i.e. standardization and customization is necessary for global marketing and thus enables us to channelize the knowledge to leverage the opportunities in international markets. The idea is not to debate on which of the both is better but to investigate potentiality and research on which of the strategies suit the product (Philip Kotler, 1986). The possibility is that, by applying each of them independently could be successful or by a combination of both the strategies is to be decided while the promotional strategy for the product is being designed. This could be realized by a primary market research in the geographies where the product is being launched and the cultural, economic, political and infrastructural adaptations and limitations of the countries. This is quite necessary for successful marketing and promotion to launch any product in the international markets and to be noticed and appreciated by the consumers of the product. A predetermined notion in this regard is dangerous and might in turn result in a disaster. Depending on the study conducted before the launch, it is then necessary to plan accordingly, the marketing strategy that needs to be implemented (Levitt, 1983). In international markets striking a balance between standardisation and customisation is vitally essential for the product to be successful globally (Amanda 2004). The element for success is an accurate assessment of market forces currently facing the specific brand and how to best take the advantage of this market environment. It is probably one of the reasons that Coca Cola is the worlds most powerful brand as stated by Interbrands Global Brand Scorecard in 2003, estimating its brand value at $70.45Bn(No. 1-0085). Part Two Organisation for Research: Coca Cola, worlds largest manufacturer and distributor of non-alcoholic beverages is the best example for the global marketing. We have considered Coke due to its global recognition and also for its efforts to remain a leader by dealing with the issues in standardisation and customisation strategies. The organisation currently operating in more than 200 countries with over 450 brands and a portfolio of more than 3000 beverage products worldwide, constantly competing with its international rivals as well as local players in the countries it is operating in, to revive its position as a leader in the domain. The vast business structure of Coca Cola has led to prologue of innumerable marketing strategies and theories which have constantly been modified to maintain the brand as a global paramount. Achieving such a position all over the world is no cakewalk for any organisation and involves complex marketing strategies to deal with boundless problems encountering across the world in different countries. A detailed analysis of different strategies and theories implemented by Coca Cola in executing its marketing plan across the world could help us to understand the concepts of standardisation and customisation better, and the advantages and disadvantages of both these theories. Issue and Facts: For any company that is continuously growing it is vitally necessary that it does not contain geographical limitations and that is one theory that Coca Cola has excelled in. On July 29th when the company announced its second quarter results, a raise in profit of 43% has been observed due to overseas growth even though it suffered weak domestic volume (Source 1: NY times). Since the time Coca Cola has started its global expansion, it has either become a leading beverage brand in countries worldwide or it tried to acquire the topmost beverage seller of that country. A recent such deal that Coca Cola tried to make is in China (Source 2: NY times), which unfortunately couldnt be completed due to government restrictions. Reportedly, Coca Cola tried to acquire a Chinese juice maker Huiyuan in the $2.5Billion deal (Source 3: CBS News). The company has ensured an equal market spread across the world and that is how it still made wonderful in spite of the weak economy back home in the United States, by its overseas markets (Source 4: Barrons). Recently in the month of June, it has announced the release of Green Tea Coca Cola in Japan, which they claim is good for health and beauty (Source 5: WBST). The range of products that the brand releases in different countries differs with the local adaptations, tastes and needs of the people. The marketing strategies and ad campaigns too differ depending of the mindsets and interests of people. In the Asian Countries of India and Pakistan, the caption goes as Jo Chaho Ho Jaye Coca Cola Enjoy, by which the brand is recognized in those countries. Most of the captions and marketing plans of Coca Cola are such that they seem to the people to identify and relate themselves with the brand(Ref: 25, 25). The Colalife campaign is another example of Cokes strategy to support the social cause for the Third World countries by supplying social products like Vitamin A tablets in their crates for people who direly need them (Source 6: PFSK). In Spain, Coca-Cola withdrew its 2-liter bottle after discovering that few local refrigerators had large enough compartments (Philip Kotler, 1986). The evidences of such a global leading brand in following the strategy of customization and adaptation regionally in spite of maintaining its international brand image makes it one of the worlds most powerful brands. Literature: Issue Analysis: The Coca Cola Company mission is to expand their business by understanding the trends and forces that will help them to sustain by creating value and making difference (Coca Cola Mission Statement). In the process of achieving this mission, they believe that consumer demand drives everything they do but also brand Coca Cola will always be the core of their business(Ref: 27). The focus on market is by getting into the market to listen, observe and learn what their consumers, customers and partners need. They wish to create a brand image that would inspire creativity, passion, optimism and fun (Coca Cola Mission Statement). The point here is to observe the possibilities of sustainability, which is a key factor in a global market. One should always understand the fact that to be Global, one needs to be local. With a history of more than hundred years, the company has created a brand value for itself for its core business by the name Coca Cola or Coke and thus, is widely recognized by it . The idea now is to sustain its global model by constantly endeavoring new and innovative products that best suit the markets of the countries it is operating in. The theories of standardization and customization have been utilized constantly by this firm to maintain its core brand value as well as making the people feel it as local with its adaptive and customized brands and marketing. The emotional connection that they make with consumers while providing them with product quality and variety builds brand value and drives preference for their beverage products. The issue is, to maintain such an emotional bonding with their customers, they need to listen to their customers and respond to them according to the needs. Various ethnicities have various habits and thus different tastes. The proper control of top management and their readiness to listen to their business customers worldwide and executing marketing plans through proper research and analysis is one the main reasons that Coca Cola is an example for its business model and marketing strategies. They have dealt with the issue of varying needs of their customers by launching products that resemble the countrys ethnic habits and taste. A standardized approach in this case could prove dangerous as, if the product is not welcome by the people, no matter how best the marketing plan is and how well it was received in the home country or for that matter any other country, if people of one particular country dont like the product, it will result in a disaster in that nation thus forcing the com pany to withdraw its operation due to such failure. A proper method would be to deal with their local necessity and simultaneously promote the core brand to achieve standardization. This way, even though customized products are being offered to the people, the core brand value is always promoted. The Coca Cola Company, with its experience in serving the world for more than a century, has excelled in the art of global marketing by customizing its products according to needs and also by maintaining the core brand Coca Cola or simply Coke across the world. Conclusion: The Coca Cola Company, in their 2008 annual review, mentions that We are just getting started. The reason is because currently they are selling 570 billion servings per year which makes it 18,000 servings per second. Estimates show that over the next 12 years the population worldwide would grow by more than 800 million people. In addition, 1 billion new people would enter the middle class population and nearly 900 million people will have migrated to urban centers. That means more consumers with more money who have ability to purchase the ready-to-drink beverages to thrive business. In an attempt to understand and test the product sustainability, the company continuously launches new products with intense marketing campaigns in different countries. Depending on the consumer response and market survival, it either retains the sale of product or withdraws it from the market. In this process of satisfying their customer needs, Coca Cola is constantly gaining experience and is getting re ady for its future targets by getting closer to its customers utilizing the theories of customization and standardization simultaneously and managing their effects intelligently to eliminate any negative effects and addicting people with its adaptive fondness Read more: http://www.oxbridgewriters.com/essays/marketing/global-marketing.php#ixzz2Bwx0DLy9