Vacant Chapter 17 Family

The last five years have been unbelievable in more ways than one. It's been a long, difficult road, no doubt about it. There's fighting†¦and making up, money problems and tears, but we always make it through, and we make it through together. We are, however, about to experience three of the biggest changes in our lives thus far. Margie is retiring and a new manager will take her place. I'm pretty sure I know a candidate who is a shoe-in. Ethan has taken his duties as assistant manager very seriously. Margie confided to me that it would be a proud moment to see Ethan take her place. The salary increase was nothing to joke about either, and this promotion was enabling us to finally buy our own home. It wouldn't be fancy or lavish, but it would be ours. Margie has been an enormous support system for both Ethan and me. She's stepped in as the mother figure we both needed as we transitioned to new parts of our lives. One could say that I should have been bitter about a â€Å"stand-in† mother, but I never saw it that way. She has been my savior more than once, but when I first met Margie, I wasn't sure what to think. â€Å"Can I help you?† â€Å"Well, I was looking for Ethan.† The woman was small, but spoke with assurance. â€Å"Does he still live here?† I hadn't known what to tell her. It flashed through my mind when I answered the door that perhaps this was the landlord and someone had reported us. Ethan wasn't supposed to have anyone living with him. I shouldn't have cared if he got in trouble after the way he up and left me after I spilled my guts to him, but I just couldn't be angry with him – no matter how hard I tried. â€Å"I'm Margie, Ethan's boss.† I stalled in answering her, debating whether I should invite her in. â€Å"Dear†¦?† â€Å"Oh, sorry – I'm uh†¦Ã¢â‚¬  I didn't know whether to give my real name. My gut told me that this woman was harmless. â€Å"It's Emily.† My mother taught me to never give more information than necessary. â€Å"Well, Emily, it's a pleasure to meet you.† That day, Margie invited herself into the duplex and into my life. She was there to comfort me as I cried my eyes out and told her the events leading up to Ethan leaving. She hugged me and gave soothing words of encouragement; above all else, she assured me Ethan would return and that I just had to be patient. She spoke about Ethan that afternoon as if he were her own son. There was never a disapproving word, only compliments and work anecdotes from the years she'd known him. She was also there to support me through school. She insisted, along with Ethan, that I take full advantage of the scholarship I was given. She also wanted me to develop my interests and not just major in something so I could get a job. She told me to pursue what I loved; something I was passionate about. â€Å"I think I know what I want to major in,† I told Margie, the excitement of my revelation radiating in my tone. â€Å"That's great, sweetie. Tell me.† â€Å"This lady came in today with a little boy with autism, and it was so fascinating to watch her interact with him. I think I want to learn more about children and disabilities.† I was nervous about Margie's answer. Maybe she thought I was a little too ambitious or crazy even in regards to my career path. â€Å"What do you think?† â€Å"I think we are lucky to have you, one of God's angels here on earth. You warm an old woman's heart, Emily. I can't think of a better career choice.† I finished school three years later with a degree in Early Childhood Special Education. Margie was there with Ethan on graduation day, and I think she was the loudest cheerleader in the auditorium. â€Å"So, you really want to do this?† I used to be the one that was so unsure of everything and looked to Ethan to be the decision maker. Now, it seems, the tables have turned. He's always looking to me for reassurance. â€Å"I do. I know there will be a lot of work to be done on it, but I have the summer off. There is a lot I can do during that time.† I'd yet to tell him he'd be doing all the painting, but I think – all things considered – he'll be just fine with the tradeoff. â€Å"This house is in a better neighborhood and is a bit bigger. There is room for us to have a home office and a couple spare bedrooms.† The realtor was anxious to make a deal. The house had been on the market for several months due to the â€Å"as is† sale. She's hovering, not wanting this potential sale to slip away. â€Å"Do you have any questions, Mr. and Mrs. Parker?† Despite hearing Mrs. Parker every day, hearing it still brings a smile to my face. I grabbed Ethan's hand and led him back down the hallway. â€Å"I think we'll take another look around and meet you back out front.† I answer, desperate to get a few moments alone with my husband and away from the hovering realtor. â€Å"Will you marry me?† Those were the first words out of Ethan's mouth. Not, â€Å"Good morning, Emily. How did you sleep?† Stunned didn't even begin to capture what I was feeling. My brain wasn't fully awake, and I hadn't registered the small diamond on my left hand. Ethan had placed it there in my sleep and had yet to bring it to my attention. The two years before Ethan's proposal had been perfect. Our new apartment was a dream come true, and we'd even made friends with our neighbors Garth and Kim. The guys loved to barbecue, and Kim loved to talk about kids and literature, two of my favorite things. â€Å"Emily? Come on! You're killing me here!† His desperation made me giggle a bit, as if I'd ever tell him no. â€Å"Yes!† â€Å"Thank God! I was so nervous.† Three weeks later found us at Powell Gardens in the Marjorie Powell Allen Chapel. We had the ceremony on Friday evening, then a picnic in the nearby fountain courtyard. It was small, just Margie and her husband, Garth and Kim, and me and Ethan. We didn't have a honeymoon, but that was okay. Someday, we'd get there. â€Å"So what are you thinking we can do with this room?† Easy, Emily, don't rush it. Make it perfect, I tell myself. â€Å"I'm sure you'll want a place to set up shop at home to work on your lesson plans and stuff.† Ethan walks into the room and steps to the large bow window. â€Å"This window will give you a lot of natural light to work by,† he finishes. â€Å"Yeah, but I think the smaller room down the hall will be good for an office space.† Deep breath, this is it. â€Å"I think this room would be perfect as a nursery since it's right next to the master and has its own quarter bath.† Wait for it†¦. It takes longer than I think it should for it to sink in. I've counted to thirty before he turns around and stares at me blankly. I move my hand down to rest on my still flat stomach. His eyes widen and his mouth falls open. After a long pause, I give him a nod of confirmation and my eyes flutter closed for a couple seconds. â€Å"You're†¦?† I simply nod again. â€Å"Seriously?† â€Å"Seriously.† I don't even think my reply is completely out of my mouth before he's crossed the room and picks me up. He swings me around, hugging me tight. He's mumbling, â€Å"Oh my God, oh my God!† over and over into my breasts. I half expect him to sneak a motorboat in there while he's at it. I just grip his head tighter, relishing the moment. He finally sets me down and kisses me. This is the happiest I've ever seen this man†¦the man I love and worship and would do anything for. â€Å"Thank you, Emily. Thank you for giving me everything I've always wanted, a family.†

Groupon Case

9-511-094 REV: JUNE 13, 2011 SUNIL GUPTA RAY WEAVER DHARMISHTA ROOD Gro oupon n e as of On November 29, 2010, the technology industry wa buzzing with rumors o Google’s bid for Group pon, a two-y year-old web bsite that pro omoted daily deals offeri y ing deep dis scounts from local merch hants. Google reportedly offered at lea $3 billion, eclipsing a r e o ast rival $2 billion bid from Y Yahoo. And as Groupon re a esisted, Goog quickly rai gle ised its offer t as much as $6 billion. 1 to s Ind dustry expert and financ analysts were sharply divided on Google’s mo and Grou ts cial w y ove upon’s poten ntial value. A multibillion A n-dollar valua ation for a com mpany that is in a busines with virtua no s ss ally barrie to entry an is younger than my tod ers nd r ddler is absurd Forrester Research reta analyst Su d,† ail uchitra Mulpuru said blun 2 David Kirkpatrick, a former Fort ntly. K tune magazin columnist, sniffed, â€Å"Gro ne oupon isn’t even a techn nology company, for goo odness’ sake. It’s a discou unter that ha appens to us the se Intern net. †3 Bu others rega ut arded the company highl emphasizi ly, ing its specta acular growt Forbes cro th. wned Group pon the â€Å"fast test growing company ev ver,†4 while m media indust veteran a try and journalist John t Battel marveled, â€Å"I’ve never seen anything like it—we since Goog And just as Google la lle s g ell, gle. t apped the Ye ellow Pages in a fraction of the time, Gr n roupon seems to be on trac to do the sa s ck ame to Googl 5 le. † At the end of a frantic week, Groupon surprised m t n many observe by rejecti ers ing Google’s offer. Shortl after, the company anno ly ounced that it had raised $ $950 million f from private investors, and was d rumored to be laying the groun ndwork for an initial publ offering. T events pr a lic The rompted a br roader debat about whether Silicon Valley—whic had recent seen very high valuati te V ch tly y ions for Face ebook, Twitte and Zyn er, nga—was sho owing signs of another b bubble. Jeff Clavier, man naging partn at ner SoftTe VC and a well-known angel inves ech n stor, predicte â€Å"There m not be a b implosion but ed, may big n, down the road there will be a bu n unch of blood and tears. †6 d Com mpany Origins Gr roupon, a por rtmanteau of the words â€Å"group† and â€Å" f â€Å"coupon,† gr rew out of Th Point, an o he online comm munity for col llective action The site hel n. ped people p propose and promote soci campaigns such ial s as com mpany boyco and chari fundraiser Each camp otts ity rs. paign’s creato specified i â€Å"tipping p or its point,† the pa articipation le evel that was required befo supporter were called to act. The ti ore rs d ipping featur was re _______ _______________ ____ ___________ ________________ _______________ _______________ _______________ ________________ ______ Professo Sunil Gupta an Ray Weaver an Research Asso ors nd nd ociate Dharmishta Rood prepared th case. The auth his hors thank Paul Bu utler for contribu uting to online dat collection. This case was develope from published sources. HBS case are developed solely as the basis f class ta c ed es for discussi ion. Cases are not in ntended to serve as endorsements, sources of primary d s data, or illustrations of effective or ineffective manageme s ent. Copyrig  © 2011 Presiden and Fellows of Harvard College. To order copies or request permission to reproduce ma ght nt H T n aterials, call 1-800-5 545-7685, write Ha arvard Business School Publishing, Bo oston, MA 02163, or go to www. hbsp o p. harvard. edu/edu ucators. This publica ation may not be d digitized, photoco opied, or otherwise reproduced, poste or transmitted, without the permis ed, w ssion of Harvard Bu usiness School. This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupon designed to allocate the community’s resources only when a campaign had broad support. It also gave advocates of a cause an incentive to recruit others. The Point was founded in 2007 by Andrew Mason, then a master’s student in public policy at the University of Chicago. When an investor approached him with a funding offer, Mason decided to drop out of school and focus on the project full-time. But with an audience too small for advertising to sustain it, The Point initially struggled to generate revenue. Then Mason noticed that many of the most popular campaigns banded consumers together to get volume discounts from retailers. He decided to try pre-arranging similar deals and promoting them on the site for commissions. 7 The experiment was such a success that in November 2008, it was spun off as a separate business, with 27year-old Mason its Founder and CEO. Two hallmarks of Groupon—a focus on local merchants and a self-imposed limit to a single promotion each day—were designed to cope with minimal scale and resources. Mason explained: Have a different [offer] but only one every day so our very small community will still be large enough so that if we channel it all into one thing we’ll be able to achieve the critical mass that we need in order to make a success†¦. That’s part of why we went local. It became possible to go around to the people in our office building for starters. We kicked it off with just 500 people that we got signed up on our mailing list. Sales representatives began pitching merchants across Chicago on the idea of promoting their businesses by selling aggressively discounted vouchers for services to Groupon’s customer base. In return, Groupon would take a cut of each sale. The concept resonated with both business owners and consumers, and Groupon quickly expanded to other cities , beginning with Boston, New York, and San Francisco. After six months, the company had run more than 100 deals and had acquired 60,000 email subscribers. 9 Running and Marketing Groupon Promotions Merchant Profiles and Sales To generate deals, Groupon initially relied on an inside sales team in Chicago that called on local merchants around the country, closing business over the phone and email. Over time, it also began building an outside sales force of account executives based in local markets, starting with large population centers and other cities in which its business had grown rapidly. Though Groupon featured a wide variety of businesses, some themes emerged. Services predominated, though deals for products were not uncommon, especially baked goods and other foods. There was a strong emphasis on leisure, entertainment and recreation (Table A), and occasionally on novel experiences such as helicopter tours and exotic car rentals. Utilitarian services were less popular. One early flop was pet daycare: â€Å"We learned over time that people don’t want to experiment with who is watching their animal,† a company spokesperson explained. 10 2 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 5 511-094 Table A e Merchan Category Mix nt M Category C Activities A Dining D Salon & Spa S Merchandise M Membership (e. g. Gym) M Tourism T Hotel H % of Deals 29% 28% 20% 15% 7% 1% 1% Source: Steve Carpenter, â€Å"What Makes Groupon Tick,† TechCrunch, Ma 2, 2010. Based on analysis of a deals run in Q 2010. s † ay d all Q1 A survey cond ducted by mar rketing servic firm Merc ces chantCircle fo ound that loca businesses faced al a vari iety of challen nges in reach hing customer For one th rs. hing, they had very tight b d budgets: more than e half of the 8,500 bu o usinesses surv veyed spent le than $2,50 on marketi annually. They often lacked ess 00 ing . he expertise to adopt new media and te a m echnologies (Figure A). Consequentl the lure of an ly, outsourced online promotion with no up-fro expense w compellin And comp w ont was ng. pared to tradi itional adver rtising, Group pon’s impact was relatively easy to obse w y erve and mea asure. Figur A re Local Business Mark B keting Budgets and Preferr Outl ets red Facebook or other social me edia pro? le Online yell low pages or local n news site Custom emails mer Blog Print yell low pages Direct mail D Print n newspaper 0% 10% 20% 30% 4 40% 50% 60% 70% Source: MerchantCircl Merchant Con le nfidence Index su urvey, February 2 2011. Prepa aring the De eal When a merch hant signed on for a prom o motion, it wo orked with G Groupon to d decide the sp pecific produ or service to be offered and its disco uct d ounted price, ordinarily at least 50% of list. As wit The , ff th Point’ social camp ’s paigns, the de was valid only if the nu eal umber of buy yers achieved a tipping poi set int by the merchant. Other terms included the voucher’s ex e O xpiration date and, in som cases, lim on e me mits 3 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 11-094 Groupon individual or total purchases. Groupon’s standard agreement was a 50/50 split of voucher revenues, but merchants sometimes negotiated better terms. Groupon’s editorial staff wrote advertising copy to promote each offer. Their descriptions were intended to be entertaining as well as informative, oft en striking an irreverent and offbeat tone. One early deal for a Swedish massage, for example, was accompanied by a FAQ that read: Q: Where is Sweden? A: Sweden is a moon colony where aliens have been teaching American astronauts advanced massage technique for hundreds of years. Q: What is so special about a Swedish massage? A: First of all, the technique comes from outer space. Second of all, it is very advanced. Finally, it relieves the body of lots of stress. Q: How big are the masseuses’ hands at Lincoln Park Massage? A: Good question, for hand size is extremely important in massage. They’re a size 25 on average. Q: That’s not like, disgustingly large monster hands, is it? A: No, that’s just a little above average for humans. Perfect for masseuses. Q: There’s gotta be a catch. Where is the fine print? A: There is no fine print. Here are the completely reasonable stipulations on today’s deal in totally normal size print†¦. The deal terms, ad copy and an accompanying photograph were then assembled for online presentation (see Exhibit 1 for an example, and Exhibit 2 for representative deals in selected cities). Groupon scheduled promotions according to merchant preferences, though it sometimes committed only to a launch window rather than a specific date. Running the Deal Consumers signed up at Groupon. com to get their city’s daily deals, and could request notifications via email, Facebook or Twitter feeds. Each deal was posted online at midnight; outgoing alerts followed in the early morning. Most Groupons were available for purchase for only 24 hours, and a virtual hourglass counted down the remaining time. The deal page also showed a running tally of vouchers sold throughout the day. Groupon processed consumers’ online transactions, then paid out the merchant’s cut of the revenue in three equal installments 5, 30, and 60 days later. Online accounts contained each subscriber’s available Groupons, which could be printed in advance or presented to the merchant on a smartphone. Groupons for online stores included a unique code to be entered at checkout. Although the vast majority of Groupons featured local businesses, national brands were occasionally promoted with deals that were coordinated across cities. Groupon ran its first such deal in August 2010 with The Gap, offering $50 worth of merchandise for $25. It was a huge hit, generating $11 million on sales of 445,000 units. 11 Subsequent offers from Nordstrom Rack and Barnes & Noble were even more popular. And in February 2011, a deal touting new routes on Virgin America sold out in eight minutes. 12 These big promotions generated buzz that increased Groupon’s brand awareness and motivated new customers to sign up. This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 Groupon Subscribers Marketing Groupon to Consumers Many people first learned about Groupon when friends or family alerted them to deals through email and social media. T o encourage this word of mouth, Groupon gave customers $10 toward a future purchase for each referral. 13 It also set up an affiliate marketing program for bloggers and websites to earn commissions of up to 15% on referred traffic. 4 Facebook and Twitter were Groupon’s top referring sites, accounting for 44% and 8% of traffic respectively in January 2010. 15 Groupon also got attention for a contest in which one customer was challenged to â€Å"Live Off Groupon† for an entire year. This â€Å"Groupawn† would be provided an unlimited supply of Groupons for things to eat, do, and buy across America, but could not spend any cash. If successful, he would win a $100,000 prize. Several hundred hopefuls applied, and 28-year-old Chicagoan Josh Stevens was chosen as the winner. Stevens began the challenge in May 2010, posting updates and pictures in various social media along the way. 6 Over time, Groupon began supplementing these efforts with paid advertising, spending h eavily on Google AdWords and AdSense. And in February 2011, the company launched its first TV campaign with a Super Bowl ad, for which each spot cost a reported $3 million. 17 The campaign tried to capture Groupon’s quirky sense of humor, but became a lightning rod for controversy. Each spot featured a celebrity who first appeared to be promoting a social or political cause, then segued into a Groupon endorsement. Actor Timothy Hutton, for example, intoned: The people of Tibet are in trouble. Their very culture is in jeopardy. But they still whip up an amazing fish curry. And since 200 of us bought at Groupon. com, we’re getting $30 of Himalayan food for just $15 at a Himalayan restaurant in Chicago. Many people took offense, accusing Groupon of trivializing and exploiting the Tibetans’ plight. Although Groupon was the second-most mentioned Super Bowl advertiser in online discussions, much of the conversation was unflattering: negative sentiment spiked from 10% in January to 60% the day after the game. 18 One viewer tweeted, â€Å"Groupon seems to have achieved the unique feat of paying $3M to lose customers who previously loved them. 19 Mason initially defended the campaign as tongue-in-cheek, but when criticism persisted, he decided to pull the ads. 20 Consumer Response Groupon became very popular among a customer base that tended to be young, well-educated, unmarried, and relatively affluent. Over three-fourths of subscribers were women (Exhibit 3). Consumers enthused not only about the m oney Groupon saved them, but also about its convenience, variety, and other benefits. I Love Groupon! From my first purchase, I have been hooked. I have purchased several Groupons and have never had a problem redeeming them. The merchants have always been appreciative of my participation in the Deal. 21 I think I’ve gained weight trying all the restaurant and bakery deals! But that’s where the cycling and exercise deals come in, along with some pampering specials. I’m on a wellbalanced Groupon diet! 22 5 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupo on Groupon al llows me to discover even d nts/activities in NYC—I’m a tourist in my hometow m wn 2 th hanks to this savvy group. 3 s Redem mptions typic cally began with a big su w urge in the f first month a after a deal w run, the was en declined to a fairly stea t ady, lower rat and finally spiked again shortly befo expiration (Figure B). te, y n ore n Figure B Typical Gro oupon Redem mption Pattern n Source: Me erchant Welcome Guide, downloa e aded from www w. groupon. com/p pages/day-of-yo our-feature. But so ome vouchers were never used. Buye sometime reported fe s r ers es eeling â€Å"Grou upon remorse e† when offe that had seemed irresi ers s istible became less appeal ling in retrosp pect. One Ch hicago residen nt recalled th hinking, â€Å"Wh doesn’t wa a Segway tour? † as he spent $160 for four tick ho ant y e kets, only to let them expire because he never got around using them. And a Boston wom with $25 in voucher h a g man 50 rs from vario group bu ous uying sites lam mented, â€Å"Ther just isn’t en re nough time in the day to d it all. I mad n do de a spreads sheet, and it’s so sad, the ey’re all com ming due. † Gr roupon didn’ disclose no ’t on-redemptio on rates, but various estim mates put the number betw e ween 10 and 30 percent. 4 Many state l laws, howeve er, stipulated that vouchers could be re d edeemed for their purchas price after e t se expiration, of ften for several years. Th remedy was explaine on Group his w ed pon’s websit though it was unclea how man te, t ar ny consumer were aware of it. rs e Value to Merchan t nts Positive Reactions R Many merchants he eartily endors Groupon for its ability to raise awa sed y areness, increa traffic, an ase nd 25 acquire ne customers Among them was Gerric Adachi, ow ew s. ck wner of Aiea G Grill in Portla and, Oregon:2 The concept is sheer genius The web-s e s. avvy, interac ctive format is so well th hought out forwar and backw rds wards. Who ever heard of acquiring 51 new, quali customers in one day e f 16 ity with no money up front? You were also righ about the G n w ht Groupon mem mber being a high grade custom mer, operatin at a sop ng phistication level far ab bove that o the typic of cal bargain hunter r/coupon cutter. Bill Ra aupp of San Diego Desserts concurred: â€Å"There is cle D : early no othe program th creates th er hat his brand aw wareness, with a positive direct effect to my bottom line. Groupo far outweighs any othe h d o m on er 26 advertisin or free adv ng vertising prog gram out there e. † 6 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 American Apparel ran a popular deal in which it offered $50 worth of clothing for $25, selling 133,000 vouchers. Afterwards, a company insider listed several positive effects. First, customers spent an average of $20 above the voucher’s face value when cashing in the deal. The promotion also attracted many new customers: â€Å"The killer was email address acquisition†¦. We converted approximately 25% of in store redemptions into signing up for our email list†¦ which is on track to generate an additional five to six figures in online revenue. † Finally, American Apparel negotiated a contract that gave Groupon â€Å"much much less than half† of the v oucher revenue. 27 Negative Reactions Despite such enthusiasm, Groupon’s effect on merchant profitability was hotly debated. One wellpublicized critique came from the owner of Posie’s Bakery and Cafe, who called using Groupon â€Å"the single worst decision I have ever made as a business owner†: I [told the Groupon sales representative] we would have to get at least 50% to cover our costs of product†¦. What I didn’t think clearly enough about was that that margin we mark up is what covers all of our other costs†¦ like staff, rent, utilities, etc. Our overhead is roughly $25,000/month, and this decision was about to make it so that we didn’t cover any of those other costs. [W]e met many, many wonderful new customers, and were so happy to have them join the Posie’s family. At the same time we met many, many terrible Groupon customers†¦ customers that didn’t follow the Groupon rules and used multiple Groupons for single transactions, and argued with you about it with disgusted looks on their faces, or who tipped based on what they owed (10% of $0 is zero dollars, so tossing in a dime was to them being generous). After three months of Groupons coming through the door, I started to see the results really hurting us financially. There came a time when we literally could not make payroll because at that point in time we had lost nearly $8,000 with our Groupon campaign. 28 U. S. Toy, a retailer in Kansas City, was also unsatisfied. It offered $20 worth of merchandise for $10, half of which went to Groupon. Customers snapped up 2,800 coupons, but managers became discouraged by their shopping patterns. Co-CEO Jonathan Freiden said, â€Å"It didn’t drive in new people, and the people that were coming in didn’t spend even our average sale. It was just sad. † He estimated that U. S. Toy lost money on three-quarters of the transactions, and that 90% of purchasers were existing customers. 29 Profit Drivers It became clear that the success of any particular daily deal depended on a ariety of factors, including the mix of new versus existing customers, upside spending at the time of redemption, and success in converting discount buyers into regular customers. Several surveys tried to measure these and assess merchant satisfaction, often with contrasting results (Table B). b a American Apparel’s gross profits averaged 53% of sales, accor ding to MSN Money. b Customer mix was not measured in any of these surveys. It was believed to vary widely, but a common assumption was that half of Groupon buyers were new customers. 7 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupon Table B Merchant Surveys about Experiences with Groupon and Other Daily Deals Merchant Responses Not reported 80 150 1,568 Promotional Partner(s) Groupon Groupon and others Groupon Groupon and others Spending Over Face Value avg redeemer spent 60% over face value Not asked 41% of redeemers exceeded face value Not asked % of Redeemers Who Made 1+ Repeat Visit 22% 19% 25% Not asked % of Merchants Who Would Run Another Deal 95% 93% 57% 45% Source Groupon Yipit daily deal aggregator Rice University marketing prof. MerchantCircle Sources: www. grouponworks. com/why-groupon; Ian Sherr, â€Å"Online Coupons Get Smarter,† The Wall Street Journal, August 25, 2010; Jim Moran, â€Å"Local Social Commerce: The Explosion of Group Buying,† blog. yipit. com, August 19, 2010; Utpal Dholakia, â€Å"How Effective Are Groupon Promotions for Business? †, September 28, 2010; MerchantCircle Merchant Confidence Index survey, February 2011. One cartoonist, poking fun at business owners’ potential naivete, summed up the dilemma this way: while Groupon â€Å"may bring in lots of customers,† merchants might â€Å"lose money on every sale† (Exhibit 4). Groupon, however, argued that bad outcomes were rare: 95% of merchants it surveyed were satisfied with their Groupon experience, and 96% would recommend it to others. 30 And in August 2010, the company reported a waiting list of 35,000 businesses. 31 Aggressive Growth Encouraged by its early success, Groupon expanded rapidly, replicating its model in new markets. By the end of 2009, the company operated in about 30 U. S. and Canadian cities, and business seemed to be booming in nearly every location (see Exhibit 5 for a sample). In 2010, Groupon set its sights on foreign territories, primarily by acquiring companies that had copied its model in their home countries—first in Western Europe, then South America, then Asia and elsewhere. The pace of this expansion was perhaps unprecedented: a little more than two years after its founding, Groupon had operations in more than 500 markets in 43 countries (Table C). One media outlet marveled, â€Å"We can’t think of a company—ever—that is so aggressive about going international so big, so fast. 32 The urgency was driven in part by the sense that an early mover could establish a lasting advantage. But some observers questioned Groupon’s ability to leverage its brand and experience overseas. 8 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 Table C Groupon’s Expansion Date Nov 08 Mar 09 Jun 09 Sep 09 Dec 09 Mar 10 Jun 10 Sep 10 Dec 10 Mar 11 Countries 1 1 1 1 1 1 18 29 35 43 Cities 1 2 7 18 28 40 150 230 300 500 Subscribers (Worldwide) Savings to Datea (North America) 50k 700k 1. 7M 3M 6M 13M 50M 60M $4. 5M $18M $42M $100M $285M $400M $900M a Aggregate consumer savings on Groupons sold in North American markets. Aggregate worldwide savings were $1,800M as of March 2011. Source: Compiled from company press releases archived at www. groupon. com/press. These acquisitions were funded in part by several rounds of venture capital financing: $30 million in December 2009, $135 million in April 2010, and $950 million in January 2011. As a result of its efforts, Groupon’s revenue exploded from $33 million in 2009 to $760 million in 2010. 33 Still, significant upside remained: only 6. % of respondents to the MerchantCircle survey had run a Groupon pro motion, with another 13% planning to do so in the coming months. And the local advertising market was estimated at $100 billion in the U. S. alone. 34 Growing Pains Groupon’s growth created significant management challenges, not least of which was the training and integration of newly hired and acquired personnel. The company ended 2010 with over 4,000 employees, up from just 120 the year before. 35 By comparison, Facebook’s employee count was less than 100 after two years in business, and around 2,000 in early 2011. This environment occasionally contributed to service failures and other snafus. One Groupon in Yokohama, Japan marketed home delivery from a local restaurant of osechi, a traditional New Year’s meal. Demand overwhelmed the business, and many osechi sets arrived late or in poor condition. In response, Mason posted an apology on YouTube, conceding that his company had â€Å"really messed up. † Customers were given refunds and credited 5,000 yen toward future purchases. 36 Another incident involved an FTD Valentine’s Day promotion. When browsing FTD’s website to redeem their purchases, customers noticed flower arrangements with sale prices (for which their vouchers weren’t valid) below the Groupon discounted price. Some accused FTD of overstating its retail prices to make the offer seem more attractive. FTD and Groupon denied this and called the situation a misunderstanding. Again, refunds were offered to the affected customers. 37 Groupons also sometimes adversely affected a merchant’s regular patrons, as one customer expressed in an online vent: I go to a Sushi bar who has offered a Groupon promotion. When I arrive there, I encounter a busy, under-staffed, ran-out-of-menu items restaurant where my full price is subsidizing the half-off diners who have destroyed a perfectly fine business for the next few days after the 9 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupon Groupon offer. It works for merchandise. For services, a Groupon success is a curse for regular customers/patrons. 8 To alleviate such problems, Groupon undertook a variety of measures, notably the expansion of its customer service organization to 1,000 employees. The company also rolled out new services to help merchants run promotions smoothly, including a capacity planning tool and a smartphone app for voucher verification and redemption. 39 Widespread Competition For all Groupon’s acclaim as a web darling—media had hailed it as â€Å"the next web phenomâ € 40 and â€Å"the it digital phenomenon of the moment†41—the operation was at its core remarkably simple. Groupon neither held inventory nor carried out fulfillment, relying instead on its merchant partners. Much of the technology required—email broadcasting, transaction processing, and a website that was fairly basic by Web 2. 0 standards—was mature and fairly cheap. In principle, nearly any organization with a customer database and a business sales function could offer its own daily deals. Accordingly, competitors sprang up in droves, numbering nearly 300 in the U. S. by early 2011. 42 Many closely imitated not only Groupon’s business model, but its look and feel as well (Exhibit 6). The largest of these rivals was Washington, D. C. -based LivingSocial. Although significantly smaller than Groupon, LivingSocial was also growing rapidly, and in January 2011 got a big boost by promoting $20 Amazon gift cards at half off. (Amazon had recently invested $175 million in the company. 43) Nearly 1. 2 million customers took the deal. By March, LivingSocial had 24 million subscribers, and was operating in more than 200 cities across 11 countries. 44 Established e-commerce properties also scrambled to participate in the daily deals phenomenon. Some of these served particular niches, such as OpenTable (restaurants), The Knot (wedding services), and Travelzoo (travel). A cottage industry of aggregators also emerged. These sites sourced no deals themselves, instead collecting and presenting a summary of others’ offers to earn commissions on referred traffic. But despite the onslaught, Groupon held a domestic market share of over 50%. 45 Some competitors tried to win merchants over by offering lower fees or leveraging other media. One of these was Double Take Deals, launched by Clipper Magazine, America’s largest distributor of local coupon magazines. The owner of Haydn Zug’s restaurant in Lancaster, PA, was persuaded. When I learned that Double Take Deals could pay out a higher percentage than Groupon,† he said, â€Å"I was intrigued. But when they offered me a free full-page ad in Clipper Magazine too, it sealed the deal. I knew that was something no one else could offer. †46 But perhaps the biggest threat came from the web heavyweights. Spurned by Groupon, Google began developing a competing service of its own cal led Google Offers. Industry experts expected Offers to promote deals that were relevant to a consumer’s current location, tying them to mobile phones and Google Maps (Exhibit 7). 7 Similarly, Facebook launched a location-aware product called Facebook Deals. It offered merchants a menu of promotions to suit different objectives, such as attracting new customers or encouraging repeat visits (Exhibit 8). Groupon 2. 0 To stay ahead of competitors, Groupon was developing a variety of innovations, sometimes collectively referred to as â€Å"Groupon 2. 0†. One of these was Groupon Stores, which enabled merchants 10 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 to set up virtual storefronts on Groupon’s website. From its store, each merchant could launch selfservice deals of its choosing, dictating the number and frequency of offers (Exhibit 9). Groupon took a commission of 10% of sales, rather than its customary 50%, on these promotions. Because this meant that consumers would have access to more than one deal at a time, Groupon created Deal Feed to collect and personalize each subscriber’s current offers. But the reception for these was lukewarm. One industry insider, noting that Groupon had quietly removed the â€Å"My Deal Feed† link from its navigation header, speculated that Groupon Stores was â€Å"dead on arrival. †48 A more ambitious initiative was Groupon Now. Its vision—similar to those of Google’s and Facebook’s new products—was to offer just-in-time, hyper-local promotions on GPS-equipped smartphones. Groupon Now featured a simple two-button interface: â€Å"I’m Hungry† and â€Å"I’m Bored. † The product was still in trials, but Mason made his ambitions clear: â€Å"It makes Google’s market look quite small if we get it right. It’s really tapping into the largest part of commerce in the U. S. —local. †49 Looking Ahead In a little more than two years, Groupon had transformed from an unknown startup into a global enterprise with 6,000 employees in more than 40 countries. A few months after Groupon turned down Google’s $6 billion offer, Bloomberg Businessweek reported that the company was in negotiations with bankers for an initial public offering that could value the company at $25 billion. 50 To some, Groupon appeared to be an unstoppable juggernaut. But detractors rattled off a laundry list of concerns. Could Groupon maintain the high fees it extracted from merchants? Would it be able to fight off Google, Facebook, and an army of copycats? Was the daily deals phenomenon a hot fad that would inevitably cool off? Some even questioned Groupon’s fundamental business model: did it deliver lasting value to merchants? Forrester’s Suchitra Mulpuru warned, â€Å"Everyone thinks this hyper growth is going to continue. If these merchants come to realize these consumers are not coming back, they’re not going to do more Groupons. And if they don’t do more Groupons the whole model falls apart. †51 Andrew Mason was acutely aware of these risks, laying them out in a 2010 year-end internal memo that cautioned his employees against complacency and challenged them to secure Groupon’s place among the great Internet businesses:52 Not only must we continue to beat the thousands of clones who lifted our idea and began at roughly the same time as we did, but now we must also beat the biggest, smartest technology companies in the world. They are coming HARD. If you feel a little like Frodo climbing Mount Doom, you can’t be blamed. Is it hopeless? How can we avoid the fate of the Internet darlings before us – Yahoo, MySpace, Friendster, AOL – that crashed as magnificently as they rose? Companies don’t lose to competitors – they lose to themselves. MySpace lost to itself, not Facebook. MySpace essentially handed Facebook the keys to the castle by devolving into a service that wasn’t delighting its customers. For whatever reason, it got stuck. It stopped innovating. By this time next year, we will either be on our way to becoming one of the great technology brands that define our generation, or a cool idea by people who were out executed and out innovated by others that were smarter and harder working. 11 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupon o Exhibit 1 Example Daily Deal D Source: Gro oupon. com. 12 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 Exhibit 2 Deal Profiles for Groupons Run in Various Cities Median Deal Terms City Austin, TX Boston, MA Charlotte, NC Chicago, IL Kansas City, MO Omaha, NE Phoenix, AZ San Francisco, CA Tampa, FL Vancouver, BC Launch Date Sep 2009 Mar 2009 Oct 2009 Oct 2008 Nov 2009 Feb 2010 Aug 2009 Jun 2009 Sep 2009 Apr 2010 Voucher Price $43 $42 $32 $37 $31 $29 $33 $42 $28 $46 Retail Value $110 $109 $86 $94 $90 $85 $96 $106 $82 $116 Tipping Point 59 94 25 130 51 24 37 56 42 54 Months Valid 5. 7 7. 6 7. 7 7. 3 7. 4 6. 6 7. 1 8. 1 7. 7 6. 9 Source: Compiled by case writers from deals run 10/08 – 12/10, archived on Groupon. com and ThePoint. com. 13 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupo on Exhibit 3 Groupon User Demogra U aphics Source: http p://www. group ponworks. com/w why-groupon/demographics. e 14 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 Exhib 4 bit A Cart toonist’s Take e Source: Tom Fishburn Marketoonist. com. ne, 15 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupon o Exhibit 5 Quarterly Results in Sel R lected Cities Source: Com mpiled by case writers from arch w hived deal results on Groupon. co m and ThePoint s o t. com. 16 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 5 511-094 Exhib 6 bit Some Competing Daily Deals C D Sources LivingSocial. com, BuyWithM s: Me. com, and GiltCity. com. C 17 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupon o Exhibit 7 Sample De from Goog Offers eal gle Source: http p://techcrunch. c com/2011/01/25 5/sneak-peak-google-offers/. o 18 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 Exhib 8 bit Facebo Deals ook Source: http://www. f facebook. com/deals/. e 19 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupo on Exhibit 9 Groupon Stores S Source: http p://www. group pon. com/merchants/welcome. a 20 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 Endnotes Evelyn Rusli and Claire Miller, â€Å"Google Is Said to Be Poised to Buy Groupon,† DealBook, The New York Times, November 30, 1010, http://dealbook. nytimes. com/2010/11/30/google-is-said-to-be-close-to-buyinggroupon/? ref=grouponinc, accessed December 2010. Evelyn Rusli and Jenna Wortham, â€Å"Google Gambit for Groupon Raises Concern,† DealBook, The New York Times, November 30, 2010, http://dealbook. nytimes. com/2010/11/30/googles-gambit-for-groupon-raisesconcerns/? partner=rss&emc=rss, accessed December 2010. 3 Tiernan Ray, â€Å"Does Google’s Groupon Deal Make Sense? Barron’s, December 4, 2010, http://online. barrons. com/article/SB50001424052970204033804575645052537926526. html? mod=BOL_twm_col, accessed December 2010. 4 Christopher Steiner, â€Å"Meet the Fastest Growing Company Ever,† Forbes. com, August 30, 2010, http://www. forbes. com/forbes/2010/0830/entrepreneurs-groupon-facebook-twitter-next-webphenom_2. html, accessed February 2011. 2 1 John Battelle, â€Å"Thinking Out Loud: What’s Driving Groupon? † businessinsider. com, December 19, 2010, http://www. businessinsider. com/battelle-groupon-2010-12#ixzz1CGRvk7Sb, accessed February 2011. Jenna Wortham and Evelyn Rusli, â€Å"A Silicon Bubble Shows Signs of Reinflating,† DealBook, The New York Times, December 3, 2010, http://dealbook. nytimes. com/2010/12/03/a-silicon-bubble-shows-signs-ofreinflating/, accessed December 2010. Christopher Steiner, â€Å"Meet the Fastest Growing Company Ever,† Forbes. com, August 30, 2010, http://www. forbes. com/forbes/2010/0830/entrepreneurs-groupon-facebook-twitter-next-webphenom_2. html, accessed February 2011. 8 9 7 6 5 Ibid. â€Å"Groupon Saves Consumers More Than $1 Million in Less Than Six Months Chicagoans, Bostonians Save Big Using Daily Discount Website,† Globenewswire. om, April 22, 2009, http://www. globenewswire. com/ newsroom/news. html? d=163568, accessed February 2011. 10 â€Å"Daily Deals Dissected: Where the Popular Offers are and Who is Buying,† mint. com, December 24, 2010, http://www. mint. com/blog/trends/groupon-12142010/, accessed February 2011. 11 Wailin Wong, â€Å"Gap’s Gro upon Pulls in $11 Million,† ChicagoTribune. com, August 20, 2010, http://articles. chicagotribune. com/2010-08-20/business/sc-biz-0821-groupon-20100820_1_gender-and-zipcode-chicago-startup-coupon-site, accessed February 2011. 12 Owen Thomas, â€Å"Can Groupon Take to the Skies with its First Airline Deal? venturebeat. com, February 17, 2011, http://venturebeat. com/2011/02/17/groupon-virgin-america/, accessed February 2011. 13 â€Å"New on Groupon: Referral Rewards,† goupon. com, October 5, 2009, http://www. groupon. com/blog/ cities/new-on-groupon-referral-rewards/, accessed February 2011. 14 â€Å"Groupon: Collective Buying Power,† groupon. com, http://www. groupon. com/pages/affiliates, accessed February 2011. 15 Lindsay Steinbach, â€Å"Do You Groupon? † blog. compete. com, March 10, 2010, http://blog. compete. com/2010/ 03/10/do-you-groupon/, accessed February 2011. 16 â€Å"One Brave Soul. Living only off Groupons,† http://liveoffgroupon. com/about/, accessed February 2011. 17 Stuart Elliott, â€Å"Super Bowl Marketers Try to Score Points, Too, nytimes. com, January 31, 2011. http://www. nytimes. com/2011/02/01/business/media/01adcol. html? _r=1&scp=3&sq=groupon&st=cse, accessed February 2011. 18 â€Å"Like new customers? Then you’ll love Groupon,† grouponworks. com, http://www. grouponworks. com/, accessed February 2011. 21 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG 511-094 Groupon Laurie Segall, â€Å"Groupon Spends Big on Controversial (Tasteless? ) Super Bowl Spots,† money. cnn. com, February 7, 2011, http://money. cnn. com/2011/02/06/technology/groupon_superbowl_ad/index. htm, accessed February 2011. Wailin Wong, â€Å"Groupon Pulls Controversial Tibet Ad,† chicagobreakingbusiness. com, February 11, 2011, http://chicagobreakingbusiness. com/2011/02/groupon-pulls-controversial-tibet-ad. html, accessed February 2011. 21 22 23 20 19 http://amplicate. com/love/groupon, opinion by User-7855g5, posted Jan 27 2011, accessed March 2011. http://www. roupon. com/press, accessed March 2011. Ibid. 24 Beth Teitell, â€Å"For Coupon Overreachers, a Chance to Recoup,† The Boston Globe, March 9, 2011, http://www. boston. com/lifestyle/articles/2011/03/09/market_for_groupon_remors e_allows_users_to_unload _coupons, accessed March 2011. â€Å"Too Much of a Good Thing? † groupon. com, September 16, 2010, http://www. groupon. co m/blog/cities/ too-much-of-a-good-thing, accessed February 2011. â€Å"What do you get with Groupon that you don’t get anywhere else? † grouponworks. com, http://www. grouponworks. com/why-groupon, accessed February 2011. William Wei, â€Å"American Apparel Source Raves about a $3 Million Groupon Deal—Reveals Sales Numbers that Will Erase ‘Ongoing Doubts about Groupon’,† BusinessInsider. com, December 14, 2010, http://www. businessinsider. com/american-apparel-groupon-2010-12, accessed March 2011. â€Å"Groupon in Retrospect,† posiecafe. com, September 11, 2010 http://posiescafe. com/wp/? p=316, accessed February 2011. Shira Ovide, â€Å"Groupon Merchant: ‘There’s a Flaw in their Business’,† DealJournal, WSJ. com, January 7, 2011, http://blogs. wsj. com/deals/2011/01/07/a-groupon-customer-speaks-why-groupon-didnt-work-for-me, accessed January 2011. 0 â€Å"What do you get with Groupon that you don’t get anywhere else? † grouponworks. com, http://www. grouponworks. com/why-groupon, accessed February 2011. 31 Rolfe Winkler, â€Å"Groupon Has a Chance to Cash This One In,† online. wsj. com, January 24, 2011, http://online. wsj. com/article/SB10001424052748703398504576100203631870050. html? KEYWORDS=groupon, accessed February 2011. 32 Pascal-Emmanuel Gobry, â€Å"Groupon Buys Up Competitors in Israel, South Africa, and India,† businesssinsider. com, January 11, 2011, http://www. businessinsider. com/groupon-snaps-up-more-internationalcompetitors-2011-1, accessed February 2011. 9 28 27 26 25 Michael Hickins, â€Å"The Groupon Frodo Memo,† WSJ Digits, February http://blogs. wsj. com/digits/2011/02/25/the-groupon-frodo-memo/, accessed March 2011. 33 25, 10, 2011, 2011, Bill Saporito, â€Å"The Groupon Clipper,† Time, February http://www. time. com/time/business/article/0,8599,2047215-1,00. html, accessed February 2011. 35 34 Michael Hickins, â€Å"Groupon Revenue Hit $760 Million, CEO Memo Shows,† The Wall Street Journal, February 26, 2011, http://online. wsj. com/article/SB10001424052748703408604576164641411042376. html? mod= WSJ_Tech_LEFTTopNews, accessed March 2011. 6  "Groupon CEO Apologizes to Japan Customers for ‘Osechi’ Mess-Up,† japantoday. com, January 18, 2011, http://www. japantoday. com/category/national/view/groupon-ceo-apologizes-to-japanese-customers-forosechi-mess-up, accessed February 2011. 37 Tim Krisher, â€Å"Groupon Users Furious about FTD Flower Deal,† HuffingtonPost. com, February 13, 2011, http://www. huffingtonpost. com/2011/02/13/groupon-ftd-deal_n_822360. html, accessed March 2011. 22 This document is authorized for use only by Boshen Wang in MACC 402 – Groupon taught by William Forster from August 2011 to December 2011. For the exclusive use of B. WANG Groupon 511-094 â€Å"Groupon CEO Apologizes to Japan Customers for ‘Osechi’ Mess-Up,† japantoday. com, January 18, 2011, http://www. japantoday. com/category/national/view/groupon-ceo-apologizes-to-japanese-customers-forosechi-mess-up, accessed February 2011. Kunur Patel, â€Å"Groupon Primes Itself to Become the Next Zappos,† AdAge Digital, March 1, 2011, http://adage. com/article/digital/groupon-primes-zappos/149141/, accessed March 2011. Christopher Steiner, â€Å"The Next Web Phenom,† forbes. com, September

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Self-esteem (Literature Review) Essay Example | Topics and Well Written Essays - 1250 words - 1

Self-esteem (Literature Review) - Essay Example d concept which has developed over time and it depicts the quality of an individual because of which he can cope up with the strenuous tasks that come in his/her way. The concept evolved because of many things which lay in the very core of self leadership but the ground substance for self leadership has been the raw material known as self esteem (Parker et al. 2005). A person with a higher self esteem is able to realize his/her concept of life and act accordingly and thus he can tackle different situations of life and act as a self leader (Alavi & Askaripur 2003; Neck 2006). This literature review would further revolve around the concept of self esteem in relation to self leadership and would provide a critique on it. Moreover it would also make recommendations for the future research on the concept along with the implications for contemporary human resource practice. Self-esteem is a broad topic which is closely related to the framework given by the Social Cognitive theory. It can be described as an individuals feeling and assurance of his own self. In other words it can be known to be the self worth of an individual. Social Cognitive Theory helps to figure out the factors which lead to the variations in self-esteem. The concept that the social cognitive theory lays about one’s own thinking and perspective about his surroundings is widely acclaimed. This thinking and perspective about the surroundings which one goes through majorly affects the thoughts and personality one has. Similarly this also leads to develop the feeling of self-esteem accordingly. Self efficacy forms an important part of the understanding of different individuals in this world. It helps one to recognize his strengths and weaknesses accordingly. A well-known psychotherapist Nathaniel Branden provides a somehow complete definition of self-esteem as â€Å"Self-esteem is the disposition to experience oneself as being competent to cope with the basic challenges of life and of being worthy of

Environmental Regulations Essay Example | Topics and Well Written Essays - 250 words

Environmental Regulations - Essay Example Emissions trading or cap which is a market-approach used in controlling pollution by providing economic incentives for gaining reduction in the rate of emissions of pollutants, offers a better means of regulating environmental impact of the aviation industry (Wolfe & NewMyer, 1985). Aviation tax which is a tax levied on passengers who pass through the airport is one of the taxes used to regulate the activities in the industry. The tax is thus included in the cost of air travels hence it is met by all people who are traveling. This is known as landing fee as the bulk of it is paid by the airlines and transferred to the customers through increased ticket prices. The fact that the taxes are based on the popularity of an airline, means that some will pay more while others will tend to pay less. This does not offer a better means of regulating environmental degradation caused by the aviation industry. It is a proven fact that the rate of pollution remains the same irrespective of the popularity of the airline hence the levies charged need to be the same for all the airlines. Emissions trading seem to offer the best way of controlling pollution in the aviation industry as it is charged equally for all the

Electrolytes disorders, hyperkalemia, hypercalcemia, and Research Paper

Electrolytes disorders, hyperkalemia, hypercalcemia, and hpyernatremia, and how they effect our body system - Research Paper Example But any changes in the ECF can have an indirect impact on the composition of intracellular fluid. Electrolyte can be defined as substances that acquire an electrical charge when dissolved in water (Mehtheny 2000). Majority of the body electrolytes include sodium, potassium, calcium chloride and bicarbonate. Each of these electrolytes exhibit different chemical properties. Some of these electrolytes such as sodium, potassium and calcium attain positive charge whereas the latter two electrolytes have a negative charge on them. This is crucial in identifying their properties and calculating anion gaps discussed later. Each of these electrolytes has their unique functions and any changes in their normal concentration in the body fluids can have a significant effect on the functions of different organs of the body. There is some difference in the concentration of different electrolytes in ECF and ICF. The major electrolytes present in the ECF include sodium and chloride. ICF on the other side has potassium as its major electrolyte. Hyperkalemia: Hyperkalemia is a state where plasma concentration of potassium ions exceeds the normal upper limit of 5.0 mmol/L. As mentioned earlier potassium is a major cation of the intra cellular fluid. The normal range of extracellular concentration of potassium is about 3.5-5.0 mmol/L whereas the intracellular concentration may rise upto150mmol/L (Braunwald et al 2008). Potassium is mostly contained within the cells so that it does not have any effect on the outside fluids. But any pathological conditions whereby cell destruction causes the leakage of potassium ions into the ECF may cause hyperkalemia (Schrier 2003). This phenomenon is known as cellular redistribution. Disease conditions such as rhabdomyolysis, trauma and hypothermia are few examples that compromise the ability of the cell to withhold potassium within its membranes. Other causes of hyperkalemia include drug induced hyperkalemia and renal failure. Succinylcholine and Thalidomide are more common drugs that are known to cause hyperkalemia. Decrease renal excretion of potassium as a result of renal failure is also known to raise the potassium levels in the blood. Excess dietary intake of potassium is rarely a cause for hyperkalemia due to body’s adaptive mechanism known as potassium adaptation whereby excess is efficiently excreted by the kidneys and other mechanisms. This increase in the potassium levels clinically manifest in the excitable tissues. Therefore, paresthesias and muscular fasciculation of both limbs are the earlier manifestation of hyperkalemia. It is due to increase duration of polarization as a result of excessive potassium ions partially depolarizing the cell membranes. Heart is arguably the most important organ affected by the disturbance in potassium concentration. Cardiac toxicity of potassium can be evident on the ECG in the form of elevated or peaked T wave (Schrier 2003). Other important impact of hyperkalemia is on the kidneys where it inhibits the reabsorption of NH4+ contributing to metabolic acidosis which further exacerbates hyperkalemia by redistributing the potassium ions out of the cells (Braunwald 2008). Hypercalcemia: Calcium is an important electrolyte that is required in many signaling pathways of neurons. It is also an important constituent of bones and is essential for their strength. There are many other crucial roles that are played by calcium so it is

The Power of Debates Essay Example | Topics and Well Written Essays - 1250 words

The Power of Debates - Essay Example By the shorthand writing newly invented, reporters would give the country "full phonographic verbatim reports," newspapers told their readers," ("The Great Debates" p.1). Providing background information on both candidates, "Douglas, a Democrat, was the incumbent Senator, having been elected in 1847. He had chaired the Senate Committee on Territories. He helped enact the Compromise of 1850. Douglas then was a proponent of Popular Sovereignty, and was responsible for the Kansas-Nebraska Act of 1854. The legislation led to the violence in Kansas, hence the name 'Bleeding Kansas'," Adding that, "Lincoln was a relative unknown at the beginning of the debates. In contrast to Douglas' Popular Sovereignty stance, Lincoln stated that the US could not survive as half-slave and half-free states. The Lincoln-Douglas debates drew the attention of the entire nation," ("Lincoln-Douglas" p.1). Historians have regarded Lincoln for years as being a strong politician. As any politician knows, debates can either make, or break their chances of political success. Of the debates, "The main theme of the debates was slavery, especially the issue of slavery expansion into the territories. It was Douglas' Kansas-Nebraska Act that repealed the Missouri Compromise ban on slavery in the territories of Kansas and Nebraska, and replaced it with the doctrine of popular sovereignty, which meant that the people of a territory could decide for themselves whether to allow slavery. Lincoln said that popular sovereignty would nationalize and perpetuate slavery.[6][7] Douglas argued that both Whigs and Democrats believed in popular sovereignty, and that the Compromise of 1850 was an example of this. Lincoln said that the national policy was to limit the spread of slavery starting with the Northwest Ordinance of 1787, which banned slavery from a large part of the modern-day Midwest. Lincoln poin ted out that the Compromise of 1850 was just that, a compromise. It allowed the territories of Utah and New Mexico to decide for or against slavery, but it also allowed the admission of California as a free state, reduced the size of the slave state of Texas by adjusting the boundary, and ended the slave trade (but not slavery itself) in the District of Columbia. In return, the South got a stronger fugitive slave law than the version mentioned in the Constitution. Whereas Douglas said that the Compromise of 1850 replaced the Missouri Compromise ban on slavery in the Louisiana Purchase territory north and west of the state of Missouri, Lincoln said that this was not true, and that the compromises that allowed the territories of Utah and New Mexico to decide on slavery applied only to the specific issues decided as part of the Compromise of 1850," (Wikipedia p.1). Ultimately, the debates were primarily composed of layered speech, but the candidates were said to have taken an approach to their speeches that would continue their earlier thoughts with very little if any variation in thought. "Though the speeches on both sides were long and elaborate, they were largely taken up with repetition, or with half serious, half playful banter. While Lincoln dwelt at length on the moral wrong of slavery, his constructive proposals can be briefly summarized. Advocating no Federal interference with the institution in the states, he insisted that it be excluded from the territories (this being his most important proposal); in a qualified manner he favored

Macy Brand Essay Example for Free

Macy Brand Essay 1. Macy’s is one of very few brands in the retail business that can credibly be called an icon, and the flagship store in New York and the Macy’s Thanksgiving Day Parade are considered a commercial and cultural legacies. Since some years ago Macy’s Inc. has undertaken an extensive effort to transform Macy’s from a regional to a national brand, redefining itself. Macy’s national branding strategy is offering a more localized, personalized retail customer experience. My Macy’s is a sweeping initiative designed to embed a customer-centric orientation into every aspect of the company’s operations, and it reflects the way Macy’s wants its customers to view their personalized relationship with the company every time they interact with the brand. Macy’s believes that the aim is consistency and the key is data. To implement the kind of customer-centricity envisioned a customer data strategy was a prerequisite. So was needed to consolidate the various data repositories that had accumulated from predecessor companies, and for realizing the foundational importance of this work on a long-term macys.com need to turn to IBM to provide guidance and tools. To finish the virtually transformation macys.com worked to put in place the architectural elements needed for a 360 degree view of its customers to support a strategy of multichannel integration. 2. Considering this IT implementation Macy’s is able to know customer’s preferences and create dynamically customizes recommendations or personalized promotions and these information established a deeper level of engagement between the customers and the brand, the customer loyalty, wallet share and the sales will increase. This implementation improved the decision making and optimized the distribution center. All these benefits had make Macys’ a much more customer-centric company. 3. A data strategy was a pre-requisite towards Macy’s multichannel model to Macys’ be able to become more customer-centric. This mean, it was needed to capture customer data to enable Macys’ to interact on a more personal level with its customers. So all the previous customer’s data and a 360-degree view of the customer will personalize and enrich the customer experience in the company. To get all the information from previous data and from the 360-degree view of the customer, Macys’ turned to IBM and they provide IBMÂ  InfoSphere Information Server platform and IBM InfoSphere DataStage to integrate the multiple sources of customer data, they also provide IBM InfoSphere QualityStage to ensure that all data can be trusted and finally they provide IBM InfoSphere Warehouse Enterprise Edition to macys.com be capable to get data warehouse framework for real-time analytics. 4. To understand if this information system is strategic for the company I will do a 5 Forces of Porter analysis. According with the benefits of the IT implementation Macys’ customers will become more loyal at the brand what will minimize the bargaining power of the buyers. Working with IBM made Macys’ able to understand the evolving business needs to take the right decisions on technology and architecture, what make Macys’ more flexible to changes, and that will decrease the threat of substitutes, the bargaining power of suppliers and the threat of new entrance. With all the powerless 4 forces will influence rivalry decreasing it. To conclude, all the 5 forces have no influence on Macys’ strategy what means that this information system is strategic for the company. 5. Â  To transform Macys’ from regional to a national brand and become a more customer-centric company was need to transform in scope, the physical, logistical and organizational dimensions. According with The Venkatraman model Macys’ has achieve revolutionary levels being at the Business Scope Redefinition Degree Transformation.

Books Were an Important Part of Life in the Late 18th Century Essay Example for Free

Books Were an Important Part of Life in the Late 18th Century Essay Learning is one of important processes in human being life. It is self-evident that human development cannot stand without a proper learning. Since Learning provides unlimited Benefits, people should learn and experience it. The Reading is being reimagined over the time period. I’ll discuss about it later in this section. There are several ways that promotes Learning such as Books, electronic books, Movies, Periodicals such as Magazine, journals or Newspapers and Audio/Visual clips. Nowadays Libraries plays a critical role on keeping the Books alive due to the invention Mass media communications. I’ll talk further about this later in this section. Let’s take a closer look about Books. The book is one of the valuable sources of knowledge that provided numerous benefits, such benefits are it takes us into different worlds and cultures and it helps to learn other languages as well. So, we can tell that a book can be a truthful friend which helps to learn how to behave in practical life. Books cover different genres such as Comedy, Drama, Romance, Adventure, fiction etc. Director General of UNESCO addressed 1972 as the â€Å"International Book Year† and taking â€Å"Booking for all† as their Motto. UNESCO organizes a yearly event called â€Å"World Book day or International Day of the book† on 23th April every year worldwide to promote Reading, Publishing and Copyright. So we can understand How Important it is Reading in a life of Mankind. It was first celebrated on 23th April 1995. Writing believed to be developed between the 7th millennium BC and 4th millennium BC in china. Ancient people used to write using stones but wood was the first medium to write in the actual form of Book. From time to Time, the new technology inventions played vital part in the World. The Cambridge University Press was founded in 1534 and the first book was printed in 1583. Also the first press was founded in Cambridge, Massachusetts one of the North American British colonies in the year of Year 1639. Then first North American Public library was founded in Boston in the year of 1653. Eighteenth Century Americans were mainly interested in reading books about practical arts, religious and the politics as well. American does have a long tradition on reading habits since long back. Thus they are proved to be improved in vocal, public expressions both towards and against throughout reading skills. Novels are the entertaining seldom read by Americans in the 18th century. The nation’s first novel was published in the late 18th century. The first two novels to be published were Digges’ â€Å"Adventure of Alonso† and Brown’s â€Å"The power of Sympathy†. Women were also contributed to the success of Novels, Such writers were Susuana Rowson for her novel â€Å"Charlotte: A tale of truth†. This navel was re-issued under the title of Charlotte Temple, which sold more than million and half copies. The growth of novel reading grew rapidly towards the end of the year 1750. The main reason for the growth of novel readers was the rapid growth of the source of book materials such as book seller, public library and lending library. An average person was able to obtain their reading materials from booksellers, public libraries as well through lending libraries which were a cheaper option since they were able to rent the books for a small fee. Due to the vast number of readers between the year 1773 and 1798 the number of book trading companies as well as the number of public libraries grew rapidly at faster rate than the increasing population. While the population doubled in the period of 1790’s, the numbers of the circulating libraries were tripled. So in the late 18th century, the circulation libraries played a huge influence placing reading interest among the American public. Social libraries were able to expand their firms by joining the book selling companies and they were able to purchase and loan the books for a lower rate. By the year of 1790, books were the main source of entertainment, information and literature for an average person. According to the catalogues of the sellers, the percentage of fiction readers increased by nine percent between 1754 to 1765 and increased to thirteen percent between 1791 to 1800. Circulating Library catalogues contained fifty-eight percent fiction by the year of 1800 which was higher compared (twenty-eight percent) to the early 18th century. Though the books were little expensive at that period, the people were able to join in the circulating libraries for lower rate which is another proof that people were encouraged to read during this century. During the late 18th century, the book sellers showed interest requesting novels from their suppliers. As an example Robert Ben Winans (1975) states that â€Å"In 1801, a bookseller in North Carolina wrote to his supplier requesting that â€Å"Mr. Carey will be so obliging as to send as many of the Novels as he procure; it will be mutually our interest to keep a good collection, as the good folks her love light reading†. This letter accompanied an order called a -typical order of the period about 1800, which listed sixty-three books every one of them a novel†. (â€Å"The Growth of a Novel-Reading Public in Late-Eighteenth-Century America. Early American Literature. Vol. 9. No. 3 (Winter, 1975): 267-275. Print). This is a proof that tells the novels were read by rapidly growing people in the late 18th century. This period is described as Novel reading age. I strongly believe that books today have been replaced by other forms of mass communication such as Media, newspape r and magazine, Web. Though there were so many significant political, economic developments redesigned the new world, the dramatic and unprecedented centralization of the countries and their expansion, regulations and professionalization of the state forces are still appreciable. Every time a new invention strikes in mass communications, obviously the books had to compete with that invention. The first American newspaper called â€Å"Publick Occurrences, Both Foreign and Domestick† published in early 18th century. During the early 18th century, the weekly Newspapers acted as the means of carrying of intercolonial news and also the newspapers carried war news at that period . So people were interested in reading newspapers than Books at that period. Then the industrial era started from the nineteenth century initially with the telegraph applications. The first African-American newspaper was published in 1827 called the Freedoms Journal. Also this has been followed by the inventions such as magazines, telegraph, printers, phonograph, postal discounted rates, photographic films and radio were in particular. So the century that belongs to the industrial revolution start for the mass media that affected the books and readers. Since the radio, television and movie inventions in the early 1900s, the information had started passing through voice than text form. People started feeling that listening to audio is more comfortable than reading. In 1980, first online newspaper was published on web . From time moves on, the physical form of book transformed in intangible form of text due the new inventions in this world. During the late 1980s, Information has transformed to digitalized manner and the revolution of Computer started striking the world. People believed that physically storing information was not safe, so they started storing information in digital code. In 1985, Voyagar Company stored books in CD-ROM which was the first step to the era of eBook. From then onwards, the learning has come to digital manner. Then the biggest bang to the book sales was the invention of the World Wide Web in the year of 1991. Then the first online blog was published in the year of 1997. Due to high volume of readers, authors showed an interest in writing online blogs. Convergence of Media (Video and Audio) introduced in the later 1990s. For example:-We can see presidential debates live on YouTube. So the information can be stored as Video or audio forms as well than the text form. Google has announced the Google Library Project which is digitalization of books in 2005. Nowadays libraries are playing an important role in preserving the books for the next generation. It is self-evident that physically books can’t long last because of the material and size. It is good in a way that if we store information in digital code it can long last than physically storing in a book. This generation people show interest in reading/learning, just the sales of the eBooks readers, pdf readers are the proofs. If we look into Amazon. com, we can see tons of EBooks and they also sell books as well. If we want, we can download the eBook instantly or else we have to wait till they ship it. Though the form of text (book) has changed due to new inventions, but the rate of readers has increased in the world. Earlier we had only text form but now we do have text, audio and video form as well. Nowadays people look for a better ways. I would say storing an eBook is far more convenient than carrying a book (physical book). Though the new innovation impacted the sales of the books (physical form), it’s good for the next generation to preserve the valuable information.

A Modest Proposal | An Analysis

A Modest Proposal | An Analysis Introduction: One of the Tory writers, a talented satirist (Abjadian 87), Jonathan Swift was born on November 30, 1667, in Dublin, Ireland. His father-an Englishman who had moved to Ireland-died earlier that year. Receiving financial assistance from relatives, Swift attended a good school for his basic education and graduated from Trinity College in Dublin in 1686. He lived off and on in England, became an Anglican clergyman, and eventually was appointed dean of St. Patricks Cathedral in Dublin, although he had lobbied for a position in England. His writing-especially his satires-made him one of the most prominent citizens in Great Britain, and he worked for a time on behalf of Tory causes. His most famous work is Gullivers Travels, a book of satire on politics and society in general. Despite health issues, Swift continued to write prolifically-especially on issues concerning Anglo-Irish relations and the church. He decried what he viewed as Englands oppression of Ireland in A Modest Proposal' (de Gategno and Stubblefield 8) Swift died in Dublin on October 19, 1745. A Modest Proposal: For Preventing the Children of Poor People in Ireland from Being a Burden to Their Parents or Country, and for Making Them Beneficial to the Publick, commonly named as A Modest Proposal, is a Juvenalian satirical essay written and published anonymously by Jonathan Swift in 1729. The essay was originally printed in the form of a pamphlet. At the time of its publication, 1729, a pamphlet was a short work that took a stand on a political, religious, or social issue-or any other issue of public interest. A typical pamphlet had no binding, although it sometimes had a paper cover. Writers of pamphlets, called pamphleteers, played a significant role in inflaming or resolving many of the great controversies in Europe in the 16th, 17th, and 18th centuries, as well as in the political debate leading up to the American Revolution. In addition to A Modest Proposal, Jonathan Swift wrote many political pamphlets supporting the causes of the Tory political party after he renounced his allegiance to the Whig party. Satire A Modest Proposal is an essay that uses satire to make its point. A satire is a literary work that attacks or pokes fun at vices, abuses, stupidity, and/or any other fault or imperfection. In Abjadians words, satire is often considered as a corrective means of human vice and folly (11). Satire may make the reader laugh at, or feel disgust for, the person or thing satirized. Impishly or sardonically, it criticizes someone or something, using wit and clever wording-and sometimes makes outrageous assertions or claims. The main purpose of a satire is to spur readers to remedy the problem under discussion. The main weapon of the satirist is verbal irony, a figure of speech in which words are used to ridicule a person or thing by conveying a meaning that is the opposite of what the words say. Readers unacquainted with its reputation as a satirical work often do not immediately realize that Swift was not seriously proposing cannibalism and infanticide, nor would readers unfamiliar with the satires of Horace and Juvenal-the two distinguished Roman satirists (Abjadian 13)-recognize that Swifts essay follows the rules and structure of Latin satires. The fine satiric strategy in A Modest Proposal (Williams 26) is often only understood after the reader notes the allusions made by Swift to the attitudes of landlords, such as the following: I grant this food may be somewhat dear, and therefore very proper for Landlords, who as they have already devoured most of the Parents, seem to have the best Title to the Children (Swift 1080). Swift extends the metaphor to get in a few jibes at Englands mistreatment of Ireland, noting that For this kind of commodity will not bear exportation, and flesh being of too tender a consistence, to admit a long continuance in salt, although perhaps I could name a country, which would be glad to eat up our whole nation without it (1084). Historical Background Over the centuries, England gradually gained a foothold in Ireland. In 1541, the parliament in Dublin recognized Englands Henry VIII, a Protestant, as King of Ireland. In spite of repeated uprisings by Irish Catholics, English Protestants acquired more and more estates in Ireland. By 1703, they owned all but ten percent of the land. Meanwhile, legislation was enacted that severely limited the rights of the Irish to hold government office, purchase real estate, get an education, and advance themselves in other ways. As a result, many Irish fled to foreign lands, including America. Most of those who remained in Ireland lived in poverty, facing disease, starvation, and prejudice. It was this Ireland-an Ireland of the tyrannized and the downtrodden-that Jonathan Swift attempted to focus attention on in A Modest Proposal in 1720. Tertullians Apology Some scholars have argued that A Modest Proposal was largely influenced and inspired by Tertullians Apology. While Tertullians Apology is a satirical attack against early Roman persecution of Christianity, Swifts A Modest Proposal addresses the Anglo-Irish situation in the 1720s. James William Johnson believes that Swift saw major similarities between the two situations (563). Johnson notes Swifts obvious affinity for Tertullian and the bold stylistic and structural similarities between the works A Modest Proposal and Apology (562). In structure, Johnson points out the same central theme; that of cannibalism and the eating of babies; and the same final argument; that human depravity is such that men will attempt to justify their own cruelty by accusing their victims of being lower than human (563). Stylistically, Swift and Tertullian share the same command of sarcasm and language. In agreement with Johnson, Donald C. Baker points out the similarity between both authors tones and use of irony. Baker notes the uncanny way that both authors imply an ironic justification by ownership over the subject of sacrificing children-Tertullian while attacking pagan parents, and Swift while attacking the English mistreatment of the Irish poor (219). Purpose of the Proposal Swift appears to suggest in his essay that the impoverished Irish might ease their economic troubles by selling children as food for rich gentlemen and ladies. By doing this he mocks the authority of the British officials. This is when Britain had taken over Ireland and put heavy restrictions on their trade, stifling their economy. The essay has been noted by historians as being the first documented satirical essay. A critic (qtd. in Williams) in Journal Anglais, in 1777 states, To ridicule those schemes for reform with which the public was inundated at that time, and which often insulted the misery to which they affected a desire to bring consolation. It will be noticed that Swift has imitated the common expressions and the insinuating tone of the authors of these projects (199). He wrote A Modest Proposal to call attention to abuses inflicted on Irish Catholics by well-to-do English Protestants. Swift himself was a Protestant, but he was also a native of Ireland, having been born in Dublin of English parents. He believed England was exploiting and oppressing Ireland. Many Irishmen worked farms owned by Englishmen who charged high rents-so high that the Irish were frequently unable to pay them. Consequently, many Irish farming families continually lived on the edge of starvation. In A Modest Proposal, Swift satirizes the English landlords with outrageous humor, proposing that Irish infants be sold as food at age one, when they are plump and healthy, to give the Irish a new source of income and the English a new food product to bolster their economy and eliminate a social problem. He says his proposal, if adopted, would also result in a reduction in the number of Catholics in Ireland, since most Irish infants-almost all of whom were baptized Catholic-would end up in stews and other dishes instead of growing up to go to Catholic churches. Here, he is satirizing the prejudice of Protestants toward Catholics. Swift also satirizes the Irish themselves in his essay, for too many of them had accepted abuse stoically rather than taking action on their own behalf. Style: Regarding the style used in the essay, William Monck Mason states, The cold, phlegmatic style [in A Modest Proposal] of a political projector, who waves the consideration of all the finer feelings of humanity, or makes them subservient, as matters of slight moment, to the general advantages proposed in his plan of financial improvement, is admirably well satirizedà ¢Ã¢â€š ¬Ã‚ ¦. The cool, businesslike manner, in which the calculations are stated, is equally admirable (340). Format ..In A Modest Proposal, Swift uses a standard essay format: an opening that presents the topic and thesis (the modest proposal), a body that develops the thesis with details, and a conclusion. In the opening, the author states the problem: the deplorable economic and social conditions that impoverish the Irish and prevent them from providing adequate care for their children. Before presenting the thesis, he inserts the following transitional sentence: I shall now therefore humbly propose my own thoughts, which I hope will not be liable to the least objection (Swift 1080) He follows this sentence with the thesis, and then presents the details in the body of the essay. In the conclusion, he states the benefits that would accrue from his proposal. He begins with the following two sentences: I have too long digressed, and therefore shall return to my subject. I think the advantages by the proposal which I have made are obvious and many, as well as of the highest importance. He next lists the advantages, using transitional words such as secondly and thirdly to move from one point to the next. He ends the conclusion by explaining why his proposal is superior to other remedies. Keep in mind that throughout the body and conclusion Swift makes his argument with irony, stating the opposite of what he really means. Irony The dominant figure of speech in A Modest Proposal is verbal irony, in which a writer or speaker says the opposite of what he means. Swifts masterly use of this device makes his main argument-that the Irish deserve better treatment from the English-powerful and dreadfully amusing. For example, to point out that the Irish should not be treated like animals, Swift compares them to animals, as in this example: I rather recommend buying the children alive, and dressing them hot from the knife, as we do roasting pigs. Also, to point out that disease, famine, and substandard living conditions threaten to kill great numbers of Irish, Swift cheers their predicament as a positive development: Some persons of a desponding spirit are in great concern about that vast number of poor people, who are aged, diseased, or maimed, and I have been desired to employ my thoughts what course may be taken to ease the nation of so grievous an encumbrance. But I am not in the least pain upon that matter, because it is very well known that they are every day dying and rotting by cold and famine, and filth and vermin, as fast as can be reasonably expected. And as to the young laborers, they are now in as hopeful a condition; they cannot get work, and consequently pine away for want of nourishment, to a degree that if at any time they are accidentally hired to common labor, they have not strength to perform it; and thus the country and themselves are happily delivered from the evils to come (1082). In Sarcasm and Irony in Jonathan Swifts A Modest Proposal, a critic, regarding the irony in the essays, maintains, One of the voices that is present throughout the story is that of irony. The story itself is ironic since no one can take Swifts proposal seriously. This irony is clearly demonstrated at the end of the story; Swift makes it clear that this proposal would not affect him since his children were grown and his wife unable to have any more children. It would be rather absurd to think that a rational man would want to both propose this and partake in the eating of another human being. Therefore, before an analyzation can continue, one has to make the assumption that this is strictly a fictional work and Swift had no intention of pursuing his proposal any further. Allusions There are some allusions in the essay including Barbadoes (Barbados): Easternmost West Indies island, settled by the British in 1627. When Swift published A Modest Proposal in 1729, the islands plantation owners used slaves to produce sugar for European consumption; Dublin: The Irish city mentioned in A Modest Proposal. It is the capital of Ireland; Formosa: Portuguese name for Taiwan, a Chinese-inhabited island off the southeast coast of China; Mandarin: High-ranking Chinese official; Papist: Roman Catholic; Pretender: James Francis Edward Stuart (1688-1766), son of King James II, who ruled England, Ireland, and Scotland from 1685 to 1688. James II was a Catholic, as was his wife, Mary of Modena. After his accession to power, Protestant factions continually maneuvered against him in the background. When Mary became pregnant, these factions worried that the birth of her child would establish a line of Catholic kings. Consequently, they plotted to oust James II and replace him with Du tchman William of Orange, whose mother was the daughter of an English king, Charles I, and whose wife was one of James IIs own daughters. When William marched against England, many Protestants in James IIs army deserted to William, and James had no choice but to flee to France. After he died in 1701, the French king then proclaimed James IIs young son, James Francis Edward Stuart, to be the rightful king of England. The English Parliament then enacted laws designed to prevent seating another Catholic king. Nevertheless, in succeeding years, James Francis repeatedly attempted to regain the throne, and the British eventually nicknamed him the Old Pretender. Psalmanazar, George: French forger and impostor who traveled widely under different personas. In one of his most famous schemes, he pretended to be from Formosa (present-day Taiwan), of which little was known in the Europe of his time. In London, he published a book about Formosa in which he wrote that Formosan law permitted a husb and to eat a wife if she committed adultery. Psalmanazar had never visited Formosa; the whole book was made up. Nevertheless, many Englishmen believed what he had written. Themes: There some themes explained and referred to in the essay. The themes like the exploitation of the downtrodden. Beneath Swifts audacious satire is a serious theme; that English overlords are shamelessly exploiting and oppressing the impoverished people of Ireland through unfair laws, high rents charged by absentee landlords, and other injustices. Another theme is the prejudice: At the time of the publication of A Modest Proposal, many British Protestants disdained Roman Catholics-especially Irish Catholics-and enacted laws limiting their ability to thrive and prosper. One important theme of the work is the Irish Inaction; Swifts satirical language also chides the Irish themselves for not acting with firm resolve to improve their lot. Another theme is, as Barnett refers to, the theme of unwelcome reproduction are the wretchedly poor mothers of Ireland in A Modest Proposal, whose children, as the subtitle informs us, are a Burden to their Parents or Country' (121). Population It has been argued that Swifts main target in A Modest Proposal was not the conditions in Ireland, but rather the can-do spirit of the times that led people to devise a number of illogical schemes that would purportedly solve social and economic ills. Swift was especially insulted by projects that tried to fix population and labor issues with a simple cure-all solution. A memorable example of these sorts of schemes involved the idea of running the poor through a joint-stock company (Wittkowsky 85). In response, Swifts Modest Proposal was a burlesque of projects concerning the poor (88) that were in vogue during the early 18th century. A Modest Proposal also targets the calculating way people perceived the poor in designing their projects. The pamphlet targets reformers who regard people as commodities (Wittkowsky 101). In the piece, Swift adopts the technique of a political arithmetician (95) to show the utter ridiculousness of trying to prove any proposal with dispassionate statistics. Critics differ about Swifts intentions in using this faux-mathematical philosophy. Edmund Wilson argues that statistically the logic of the Modest proposal can be compared with defense of crime (arrogated to Marx) in which he argues that crime takes care of the superfluous population(Wittkowsky 95). Wittkowsky counters that Swifts satiric use of statistical analysis is an effort to enhance his satire that springs from a spirit of bitter mockery, not from the delight in calculations for their own sake (98). Economy Robert Phiddians article Have you eaten yet? The Reader in A Modest Proposal focuses on two aspects of A Modest Proposal: the voice of Swift and the voice of the Proposer. Phiddian stresses that a reader of the pamphlet must learn to distinguish between the satiric voice of Jonathan Swift and the apparent economic projections of the Proposer. He reminds readers that there is a gap between the narrators meaning and the texts, and that a moral-political argument is being carried out by means of parody (Phiddians 6). While Swifts proposal is obviously not a serious economic proposal, George Wittkowsky, author of Swifts Modest Proposal: The Biography of an Early Georgian Pamphlet, argues that it in order to fully understand the piece, it is important to understand the economics of Swifts time. Wittowsky argues that not enough critics have taken the time to directly focus on the mercantilism and theories of labor in 18th century England. [I]f one regards the Modest Proposal simply as a criticism of condition, about all one can say is that conditions were bad and that Swifts irony brilliantly underscored this fact (Phiddians 3). At the start of a new industrial age in the 18th century, it was believed that people are the riches of the nation, and there was a general faith in an economy which paid its workers low wages because high wages would mean workers would work less (4). Furthermore, in the mercantilist view no child was too young to go into industry. In those times, the somewhat more humane at titudes of an earlier day had all but disappeared and the laborer had come to be regarded as a commodity (6). People are the riches of a nation Louis A. Landa presents Swifts A Modest Proposal as a critique of the popular and unjustified maxim of mercantilism in the eighteenth century that people are the riches of a nation (161). Swift presents the dire state of Ireland and shows that mere population itself, in Irelands case, did not always mean greater wealth and economy (165). The uncontrolled maxim fails to take into account that a person that does not produce in an economic or political way makes a country poorer, not richer (165). Swift also recognizes the implications of such a fact in making mercantilist philosophy a paradox: the wealth of a country is based on the poverty of the majority of its citizens (165). Swift however, Landa argues, is not merely criticizing economic maxims but also addressing the fact that England was denying Irish citizens their natural rights and dehumanizing them by viewing them as a mere commodity (165). Rhetoric Charles K. Smith argues that Swifts rhetorical style persuades the reader to detest the speaker and pity the Irish. Swifts specific strategy is twofold, using a trap to create sympathy for the Irish and a dislike of the narrator who, in the span of one sentence, details vividly and with rhetorical emphasis the grinding poverty but feels emotion solely for members of his own class. Swifts use of gripping details of poverty and his narrators cool approach towards them creates two opposing points of view which alienate the reader, perhaps unconsciously, from a narrator who can view with melancholy detachment a subject that Swift has directed us, rhetorically, to see in a much less detached way (Smith 136). Conclusion: A Modest Proposal, A (1729), a pamphlet by Jonathan Swift on Ireland, written during the summer of 1729. In form and tone it resembles a conventional philanthropic appeal to solve Irelands economic crisis, but Swifts anonymous speaker suggests a barbarous plan, to cannibalize the nations children. It is a masterpiece of rhetorical irony, a disturbing fiction which marks the end of Swifts pamphleteering role on national affairs after a decade of passionate involvement. The essay depicts the horrific conditions of Ireland and the lives of the Irish people in 1729. The author portrays and attacks the cruel and unjust oppression of Ireland by its oppressor, the mighty English and ridicules the Irish people at the same time. However, Swifts opposition is indirectly presented. Jonathan Swift is able to do so by using the persona, irony, and wit in order to expose the remarkable corruption and degradation of the Irish people, and at the same time present them with practicable solutions to their unscrupulous and pathetic lives. The author uses a satire to accomplish his objective not only because he is able to conceal his true identity but also because it is the most effective way to awake the people of Ireland into seeing their own depravity. Swift creates a fictional persona because by hiding his true identity he is able to convince the readers of the significance of Irelands problem and allow them to see truth and reality. The persona is a concerned Irishman who is very intelligent, sound, and serious. He appears to be a brute and a monster for proposing something evil and immoral very calmly as if it is normal to consume the flesh of another human being. What makes his proposal to be even more depraved is that he proposes to eat the babies. The persona declares, and at exactly at one year old that I propose to provide for them, in a such a manner as, instead of being a charge upon their parents, or the parish, or wanting food and raiment for the rest of their lives, they shall, on the contrary, contribute to the feeding and partly to the clothing of many thousands. The persona justifies his proposal with numerous reasons. Besides the prevention of voluntary abortions and infanticide, it will also prevent the loss of money for maintenance of children and the abuse of women and children. The number of Papists would be reduced and the children will not become beggars, thieves, or prostitutes. The proposal will aid in the increase in the status of the peasantry, promote love, and care from the mothers towards their children. However the persona alone is inadequate to make the narrator seem too plausible. The persona must utilize irony and wit in order for his essay to be more efficacious. In fact, according to deGategno and Stubblefield, it is the kind of callous indifference toward children that Swift parodied and criticized in A Modest Proposal (69). A Modest Proposal is so effective and appealing because of the authors copious uses of irony throughout his essay. The title itself is definitely ironic. It provides the reader with false expectations of decency and sensibility on the part of the writer. The butchery of innocent babies and the use of their skin for clothing is way beyond being modest. It is brutal and insane. The proposal is intended to shock and throw the reader off balance. The narrator also ridicules the Irish. Swift impelled and inspired the Irish into rebelling by presenting them with feasible solutions to cease the anguish of Irelands people.