Financial System of France Essay Example | Topics and Well Written Essays - 2000 words

Financial System of France - Essay Example French banking system is composed of approximately 450 banking business entities, which operate close to 40,000 branches. With this magnitude banking institutions, approximately 60 million people are considered as the banked segment. One of the defining characteristics of French banking system is the proximity of financial and non-financial institutions to the customers, which provide adequate banking services and products. Nonetheless, all organizations providing banking services operate under authorized establishments. Authorization of establishments defines the scope of banking activities. The establishments authorized include general-purpose credit institutions, investment service providers, and specialized credit institutions. All the commercial banks and other financial institutions within France are regulated and controlled by Banque de France, the French Central Bank. Linked to the European Central Bank, Banque de France has been effective in administering monetary policies and ensuring compliance amongst financial organizations. Some of the core functions of Banque de France are formulation and implementation of monetary and credit policies, issuance of currency, ensuring financial stability, monitoring French’s financial markets, and controlling all the foreign reserves. Banque de France is usually administered by a General Council having the responsibility of developing and carrying out all activities that relate to monetary policies. French financial (stock) market has primary and secondary markets. Primary markets provide vistas for introduction of new securities while secondary markets are involved in the actual trading. Paris Stock Exchange market had four markets prior to 2005; first, second, new, and free markets. The trading on stock had to be done across these four markets. Paris, Bruzelles, and Amsterdam Stock Exchange markets merged into Euronext Stock Exchange Market, which led to free market being subsisted and replacement of other markets by the Eurolist market. Due to increasing volume of transactions, Euronext Stock Market expanded to cover Portugal and United Kingdom in 2003 though still under the control of Euronext Paris. Currently, Euronext, having a volume of approximately US$1.9 trillion (Yahoo Finance) by trading, has all the French and foreign companies that subscribe their shares to the public. Importantly, Euronext through merger with New York Stock Exchange in 2006 led to the establishmen t of the current NYSE Euronext. Within Euronext, the main stock indices relate to either market or activity with the main one being the CAC 40 belonging to SBF 120. Amazingly, CAC 40 makes up 75% of all the stock exchange transactions. On the other hand, blue chips of CAC 40 such as Air France KLM, Arcelormittal, and AXA amongst others are indicated in the appendices. French financial market is composed

The importance of automobile industry

The importance of automobile industry CHAPTER 1: INTRODUCTION Introduction In the civilization of 21st century, human beings are not only focused on the basic needs but also pursuit the higher quality life. From the emergence of competitive business world, automobile manufacturers and assemblers needed to be active in order to ensure that consumers have high intention to purchase their products. We can clearly knowing that the people are toward the goal of comfortable and enjoyable life compared those residents in the olden days. Background information of country Malaysia The national car project, PROTON has been initiated with the originally conceived the idea and direct support of the then Prime Minister of Malaysia, Tun Dr. Mahathir Mohamed was incorporate on May 7th, 1983 (http://www.proton.com). The first Proton car, Proton Saga was launched on July 9th, 1985. The present model car includes Gen2, Iswara, Wira, Waja, Savvy, Persona and Perdana. With the support by government, Malaysia has a fairly strong automobile industry. Beside Protons cars, the famous and well known cars also been assembled in Malaysia such as BMW, Honda, Hyundai, Mercedes Benz, Nissan, Toyota, Volvo and etc. The importance of the automobile industry is also evident from its substantial contribution to the government bursary on direct and indirect taxes. It is estimated a total of RM 13.14 billion. A 54% of the total is for the government annual duty excise revenue which approximately RM 7.0956 billion, 33% of sales tax which approximately RM 4.3362 billion, 8% of import duty approximately RM 1.0512 billion and a 5% of corporate tax estimated to be RM 0.657 billion (http://www.proton.com). It the sense, it surely will be the governments interest to see automobile industry in Malaysia to grow further. Malaysia is largest automobile market in ASEANS with 90% of that manufactured or assembled domestically and more than 500,000 vehicles sold annually (Cheng, 2006). It shows that the major market for Malaysia is passenger automobile market. The new vehicle sales for passengers automobile in year 2006 is 90.1% compared with year 1999 is 83.1% (Malaysian Automobile Association, 2009). From year 1999 to year 2006, the highest automobile sales in Malaysia on year 2005 which is 416,692 automobiles. Table 1.1 shows the new vehicle sales in Malaysia from year 1999 2006. In year 1999 to 2006, we can see that Proton market share had decreased from 64.98% to 31.50% in the year 2006. This means that, the well known marques companies had started to penetrate in Malaysia automobile market. Throughout the 8 years, the highest increased in new vehicle sales is Toyota 84.53% follow by Honda 81.82%, third is Mercedes Benz 64.62%, BMW 61.47% and Nissan 59.50%. We can know that marques like BMW, Honda, Mercedes Benz, Nissan and Toyota automobiles sales have been increased from year to year. Beside Proton vehicle, Perodua is also one of the national car projects in Malaysia. They had also been increased in their vehicle sales from year 1999 2006 which is 56.46%. Automobile industry is the key success factor on the economy growth by creating various kinds of jobs in different industry. Due to its growth and backward relation with almost every segment of the economy, the automobile market has a strong and positive multiplier effect and thus propels progress of a nation (http://business.gov.in). Since Malaysia government had invested in national car project to elevate the technologies and to spur the set up of a huge network industry and services to put Malaysia among the few developing countries that are capable of producing a wide range of vehicles. According to Y.B. Dato Mustapa Mohamed Minister of Prime Ministers Department (2004), to compete internationally in automobile industry, we needed to invest in research and development, upgrade the workforce productivity and production efficiency to be competitively priced, be customer focused and provide satisfactory after sale services and to be aggressively promoting their brands to strengthen their market share positions. Beside that, the automobile industry in Malaysia needed to improve on innovations and practicality of designs, better safety features, improving performance, and fuel efficiency and be environment-friendly (Mustapa,Dato, 2004). Consumer are now also considered comfort and the colors are now for standards of driving in all of the world (Mustapa,Dato, 2004). Malaysia government had introduced the ASEAN Free Trade Area (AFTA) in automobile industry to revise the sales forecast in order to be more competitively. It is also a way to be greater integration in ASEAN automotive industry; Malaysia will cut down the ASEAN CEPT import duty to 5% for qualifying vehicles (Cheng, 2006). It has been forecast that Proton might facing hard time to competing against tariff-free imports from other ASEANcountries under the agreement (Dilip Singh Mutum, 2003). The famous marques in the world such as Honda, Toyota, BMW and Ford have been put up their manufacturing plant in Thailand for the Malaysia automobile market. The car that have local content at least 40% produced by foreign country may enjoy a preferential import duty (Dilip Singh Mutum, 2003). Background of the Study The automobile industry has become more competitive as the fast trend growing automobile industry in Asia has drawn attention. Asia has been acknowledgement as a potential growth area for the automobile industry. A brands new car publication has led to increased competition, substantial price cuts and lower margins in the automobile industry (Silk Road, 2005). These relationships are not confined to the pursuit of short-term economic imperatives cost reduction but embrace innovations in design and technology, creative research and development and quality improvement and after sale services (Morris, Donnelley Donnelley, 2004). In the competitive automobile industry, competitors have to ensure their products are attracting to the consumers and high perception. The sales of the automobile will enhance the companys growth, profitability and market shares. Many consumers make their purchasing decisions is not always on the products pricing, but is on product characteristics, quality and perception, even between with fast moving consumer good (FMCG) (Veloutsou, Gioulistanis Moutinho, 2004). Some of the producer tends to focus on their own product comparable quality with the international brands, while others give less emphasis on the quality and concentrate on low price products. It is based on their target market. This theory can be converted to products marketed in internationally or locally. The British and German consumers with emphasize to the purchase intention in automobiles, placing particular emphasis on quantifying the relative importance of country-of-origin (Diamantopoulus, Schlegelmilch Du Preez, 1995). Therefore, the product quality will cause induction on consumer by increased their purchase intention attitude towards the brand and willingness of the product. In the advanced and competitive automobile market, consumer perception and purchase intention towards international brand on decision making is well set up. The automobile industries have to continue alter to strengthen their product image with a specific characteristic of the car model. The automobile companies can be fiddle by design via the use of visual elements, which consists of design characteristic to identify a brand and design characteristic for specific models to emphasize individuality (Liem, Zainal Warell, 2009). In automobile industry, under the tremendous pressure of offering a greater product variety at the competitive market pricing, the companies have increasingly employed platform sharing strategy, where different brands and models share the same basic platform (Chen, Kang Hung, 2007). Beside the innovation of the automobiles, after sales service also play an important role to initial the purchase of cars. It would substantially higher in sales and profit margin for the company. It creates substantial opportunities for cross-selling, brand-building, and solidifying customer loyalty. Before a store brand increases customer loyalty, many steps in the process have to be completed (Zielke Dobbelstein, 2007). The customer must know the product, launch some kind of interest, and try the product the first time, become satisfied and then launch a preference which will creates the loyalty of customer (Zielke Dobbelstein, 2007). The marques is currently undertaking a social change with its brands seeming less remote, less different, and less exclusive with high quality of life improving (Anurit, Newman Chansarkar, 1999). With the entire luxury marques brand, it created competitive automobile industry in world wide. The perception of the car image had become the key role in the purchase intention when the quality of the car is continue rising. The premium marques such as Lamborghini, Ferrari, BMW, and Mercedes-Benz must enlarge the attributes and values that reflect changing social values which influence buyers emotionally, in order to maintain their positions in different regions of the global market (Anurit, Newman Chansarkar, 1999). The purpose of this study is to examine consumer perception towards international brand in automobile industry and the factors that affecting the purchase intention on automobile industry towards international brand in Malaysia. It is to understand the perception towards the impact of international brand in automobile industry. Background of Problem Statement In studying the publics perception towards their preferred brand(s), it is important to understand the purchase intention and how does it affects the decision making and understand the factors affecting the purchase intention. Beside that, product image are important and lead to the idea in the marketing strategy. The brand name was the most important quality, followed by price retailer reputation (Agawal, Teas, 2002). These findings are valuable to marketers because they clarify whether or not marketing strategies related to market pricing, brand name, and their retailer reputation, can be standardized across cultures and countries (Agawal, Teas, 2002). The research is on Malaysians perception towards international brand in automobile industry and the affects of purchase intention on automobile in Malaysia. Almost all new car models are structure with brand extensions, capitalizing on current consumer perceptions and positioning the new model within the brand family (Strach Everett, 2006). Most of the Chinese car buyers are making their first automobile purchase and shows the brand loyalty (Silk Road, 2005). In the automobile market, consumers perceptions are more sensitive on the pricing that will affect the purchase intention. On the other hand, the perception towards the impact of international brand in automobile industry is a brand alliance combines the equity of two or more brand names to create a synergistic effect (Rodrique Biswas, 2004). In addition, the variables should be positively affected by the brand alliance (Rodrique Biswas, 2004). The brand names serve as a quality pledge device by wigwag product quality better than the host brand can by itself (Rodrique Biswas, 2004). Korean consumers perception were more strongly influenced by subjective norms rather than their attitudes, while US consumers purchase intentions were more strongly influenced by their attitudes than by the subjective norms (Chung Pysarcik, 2000). Problem Statement In Malaysia, the automobile industries are very competitive and the quantities of automobiles users are increasing every year. Table 1.2 shows the sales of automobiles in Malaysia in year 1999-2003. From the table, we can see that the non-national cars sales have been increasing throughout the five years. We can know that nowadays the peoples are preferred on international brand compared to the past. In year 2003, KIA motor has become one of the national cars in Malaysia. In year 2002 and 2003 total national cars sales have drop about 17% which is 56,920 units. Compared with the International brand cars sales have been increase about 35.7% which is about 16,663 units. However, Malaysias automobile industries still are facing positive and negative factors and impact which will greatly affect the purchase intention in automobile industry toward international brand. Therefore, I would like to do the research on automobile industry in Malaysia. In this research, we will focus and analyze the main 3 problem in this field which is: What is the Malaysians perception towards international brand in automobile industry? What are the factors affecting the purchase intention on automobile industry towards international brand in Malaysia? What is the perception towards the impact of international brand in automobile industry? Research Objective We define the research objective as: To study the Malaysians perception towards international brand in automobile industry. To study the factors affecting the purchase intention on automobile industry towards international brand in Malaysia. To study the perception towards the impact of international brand in automobile industry. Scope of the study This study will focus on all Malaysians especially the students from Multimedia University and working adults / young executives. It will examine the perception towards international brand and the factors affecting the purchase intention and the perception towards the impact of international brand in automobile industry. The study specifically will be focus on the Malaysians perception towards international brand in automobile industry. Significant of the study Through consumer behavior perspective in automobile industry, the research of this study prescribes the assembler and manufacturer with importance information about the perception is contributing to the purchase intention. With globalization, companies compete across borders and cultures. It is important for automobile industry to understand and forecast the perception. In addition, the research will provide a useful tool in developing effective marketing plans. It also provides some insight of Malaysians perceptions that arouse positive attitude towards international brand that will influence the consumers purchase intention. By conducting this research, it will be great to explore the perception towards the impact of international brand in automobile. The research is value added to the theory of purchase intention that it is not only related to locally but also internationally. Through this study, we are able to understand the factors that affecting to purchase intention on automobile towards international brand in Malaysia. Furthermore, this study can be used as a reference in Malaysia automobile industry for policy makers, automobile manufacturer and assemblers. Organization of the Research Report There are five chapters to be organized: Chapter 1 is the introduction of this research. Background of study and background of information country will be explained. Problem Statement and objective of study will be defined in this chapter. In Chapter 2, we will present a review of literature related to the perception of Malaysians towards international brand in automobile industry and the factors affecting the purchase intention on automobile industry towards International brand in Malaysia. This chapter also includes the perception towards the impact of international brand in automobile industry. The Chapter 3, research methodology, which includes the description of research framework used, questionnaire, sampling plan, and data collection method and data analysis. In this chapter, hypothesises will be made. In Chapter 4, we will analysis on the result of research findings. The beginning of the chapter is the background of the respondents. In the following part, reliability analysis will be tested. In the third part, there is included with mean analysis. The fourth is Pearson Correlation Analysis. The last part of Chapter 4 is multiple regressions. Chapter 5 is the contribution and conclusion of the study. The next part is suggestion for future research and limitation of study will be determined. Recommendation for the future study is included. Lastly, conclusion for the whole study will be given. LITERATURE REVIEW Introduction The purpose of the literature review is to provide supporting evidence that is related to the research. This chapter discusses the relevant literature dominant to the expansion of the conceptual model. Specifically, this literature review related to the perception and purchase intention. The Underlying Theory of Perception Most of the consumers will judge based on the price, store name, and brand name, to incriminate product quality perceptions has been demonstrated (Agrawal Teas, 2002). Study is an important build for investigative ethics-relevant feature of situational element in decision making and the relationship between quality cues and perceived quality across different cultural groups (Singhapakdi, Rawwas, Marta Ahmed, 1999; Agrawal Teas, 2002). In investigative the problem of perceived value is important because, when contrast with perceived quality, perceived value is immediate linked to consumer willingness-to-buy (Agrawal Teas, 2002). In additional, values are more complicated concept than the simply quality because it involves a trade-off of give and get components of a business deal. Therefore, the value will influence consumers purchase intention, which conversely is influenced by both quality and monetary sacrifice needed to purchase the product (Agrawal Teas, 2002). According to Agrawal and Teas (2002) Figure 2.1 shows the relationship between perceived quality, perceived sacrifice, perceived value and willingness-to-buy due to these four premises. The second premise will affect the first premise, which is consumers perception of product value will affect by consumers willingness-to-buy. Beside that, the perceived quality and monetary sacrifice is also affect by the consumers perception of value Therefore, Extrinsic cues such store name, brand name and price will be affect by consumers perception of product quality. Followed by, the price would be affect by consumers perception of sacrifice. Agrawal Teas (2002) conclude that: Consumers perceptions of quality and sacrifice will influence by extrinsic cues which is objective price, retailer reputation and brand name; The assessments of perceived value will influence by consumers perceptions of quality and sacrifice; and Consumers willingness-to-buy will be influence by the perceptions of value. According to Agrawal and Teas (2002) most of the consumers very frequent short of the in detail information, interest, expertise and time to assess a products quality. Pricing is also one of the indicators of cost that causes consumers have to give up an opportunity cost in exchange for the other products. The perceived quality and perceived sacrifice intervene the relationship between pricing, retailer reputation and brand name and perceive value. The willingness to buy a product is more directly connected to perceived value than perceived quality. Beliefs, Attitudes and Behavioral Intentions Model The purpose of this research is to find out the relationship between consumers perceptions and purchase intentions. By using the model of beliefs, attitudes and behavioral intentions it can define the relationship between consumers perceptions and purchase intentions (Fishbein Ajzen, 1975). According to Fishbein Ajzen (1975), as illustrated in Figure 2.2 it can define the relationships between perceptions and purchase intentions. As plate in Figure 2.2, the foundation of Fishbein Ajzen (1975) model is touch down in the difference between beliefs, attitude, intentions and behaviors. Beliefs are the main blocks in the model. Based on the first hand observation receive from outside source, a person emulate of beliefs about an object. Then they joint the object with every attributes. Therefore, a persons forges beliefs about oneself, about other people, about institutions, behaviors. The overall of a persons beliefs serve as the message base that ultimately defines their attitude, intentions and behaviors. Attitude can be characterization as a learned inclination to respond in a constant favorable or unfavorable way with respect to given object. Meanwhile, a behavioral intention indicates to a persons pectoral probability that they will perform some specific behavior. According to Fishbein Ajzen (1975) conceptual framework, a persons intentions, in the last resolution, are a function of certain beliefs. Some of these beliefs affect the persons attitude toward the behavior. In detailed, a person manner toward performing a given behavior is linked to their beliefs that performing the behavior will guide to certain outcome and his appraisal of those outcome. The acceptance is that the more favorable a persons attitude toward an object, the more they will propose to implement positive behaviors and the less they will propose to implement negative behaviors with respect to that object. The standard variable in Fishbein Ajzen (1975) model is the individuals behavioral intention. Fishbein Ajzen (1975) stated that behavioral intentions minister as a persons attitude toward an intervening variable and clear behavior. Fishbein Ajzen (1975) confident that the best forecast of a given behavior should be the persons intention to deal in that behavior. In order to forecast a concrete behavior (purchase intention), it is essential to measure the persons attitude and intentions toward performing that behavior (Fishbein Ajzen (1975). Therefore, if there can forecast on the behavioral intentions, in the other way it also can forecast the real behavior (Newberry, Klemz Boshoff, 2003). Product Cues Consumer assess products is based on the two attributes. Product linked attributes and non-product attributes are the two attributes. Design, serviceability and workmanship are the examples of product linked attributes (Gutman Alden, 1985). Inherent cues are the attributes that should not be transformed without transforming the physical features of the product itself (Gutman Alden, 1985). Consumers find it hard, if not impractical to assess the intrinsic cues precisely (Gutman Alden, 1985). The second element is extrinsic cues which are non-product linked attributes. Extrinsic cue is one which forms element of the worth of the product which is not innate characteristic of the substantial product (Gutman Alden, 1985). When inherent cues are apparent as being unpredictable, incomparable or unavailable, the extrinsic cues are relied upon seriously in the circumstances of risks (Gutman Alden, 1985). Research have revealed that consumers depend on extrinsic cues such as brand name (Agrawal Teas, 2002), price (Agrawal Teas, 2002), seller reputation (Agrawal Teas, 2002), advertising (Gutman Alden, 1985) and country-of-origin (Gutman Alden, 1985), in evaluating the value of products and brands preceding to purchase. Brand is used particularly as inherent cues (e.g. taste, performance and design) are not obtainable (Gutman Alden, 1985). This research aims to focus on an imperative gap by investigative product cue usage among consumers in Malaysia as both inherent and ext rinsic cues are predictable to influence consumers purchase intention. Inherent cues on Purchase Intention Consumers will form their possess perceptions on product cues, irrespective of their correctness as product cues are main advertising variables that pressure purchase decisions of potential customers (Singhapakdi, Rawwas, Marta Ahmed, 1999). The components of cultural pressure and group conventionality have a weaker influence on attitudes than product assessment, and they are major predictors for domestic products but not for imported products (Chung Pysarchik, 2000). According to Singhapakdi, Rawwas, Marta Ahmed (1999) Malaysian and United State consumers will also be compared in condition of their personality ethical philosophies. Furthermore, the two groups of consumers will be compared about their attitudes toward business, in most cases, and toward salespeople (Singhapakdi, Rawwas, Marta Ahmed, 1999). There were several primary differences between United State and Malaysia is chosen for the assessment among these two countries (Singhapakdi, Rawwas, Marta Ahmed, 1999). For example, the civilizing typology, the two cultures are different in definite significant values (Singhapakdi, Rawwas, Marta Ahmed, 1999). It has constantly found real differences in moral perceptions in United State compared to Malaysia (Singhapakdi, Rawwas, Marta Ahmed, 1999). Beside that, a study by Chung Pysarchik (2000) on cross-cultural differences within the apply of inherent and extrinsic product cues on consumers assessment and purchase intention for an attire product in China and Korea has reported that there were several differences in Chinese and Korean in assessing quality, worthy and purchase intentions. Findings have exposed that design was a stronger forecaster of purchase intention among Korean consumer (Chung Pysarchik, 2000). In brief, Korean consumers become visible to decide value of an attire product by comparing physical quality and design to price suitability, whereas Chinese consumers perception of value appear to be mainly reliant on their price perceptions (Chung Pysarchik, 2000). In addition, the research by Diamantopoulos, Schlegelmilch Preez (1995) the possibility of standardizing European advertising has been questioned on the basis of trade and industry, cultural, and behavioral differences among European consumers. Particularly, it compares British and German consumers through observe to automobile purchases, insertion exacting importance on quantifying the relation importance of country-of-origin and environmental cues in a multi-cue context (Diamantopoulos, Schlegelmilch Preez, 1995). Inherent cues are conceptualized as the attributes that should not be distorted or manipulated without changing the physical characteristics of the product itself (Gutman Alden, 1985). In inherent cues it might be hypothesized that inherent cues with slight consequence to consumers when evaluating an automobile. Singhapakdi, Rawwas, Marta Ahmed (1999) study have shaped an opposing consequence. Their findings have exposed that inherent cues are possible to have a better collision on product assessments than extrinsic cues (Singhapakdi, Rawwas, Marta Ahmed, 1999). Automobile purchase is a high contribution product and its difficult for consumers who do not have any technical background (Singhapakdi, Rawwas, Marta Ahmed, 1999). Since automobile is a physical product, consumers more often assess product by using inherent cues such as color, design and specifications of the automobile (Gutman Alden, 1985) and extrinsic cues which is brand name, retailer reputation and price (Agrawal Teas, 2002). Since it is luxurious, it is bought once in a while. It is apparent to be dangerous and is extremely self expressive (Singhapakdi, Rawwas, Marta Ahmed, 1999). Country of Origin on Purchase Intention In given that to determining the work of country of origin has develop into one of the extensively research concepts in promotion and consumers behavior (Peterson Jolibert, 1995). It is one of the majority extensively deliberate phenomena in all the international business, promotion, and consumers behavior joint (Peterson Jolibert, 1995). It is unambiguous that a products country of origin can pressure consumers evaluative judgments of the product (Diamantopoulos, Schlegelmilch Preez, 1995). These researches have established that consumers from miscellaneous countries have different perception about products produce in different countries (Diamantopoulos, Schlegelmilch Preez, 1995). Also, it is acknowledged that there is a better requirement to determine consumers attitude towards both domestic and foreign products (Ozsomer Cavusgil, 1991). Several researches in this area have alert on what is called the country of origin consequence, investigating how consumers recognize products sourced from a exacting country (Peterson Jolibert, 1995). Country of origin is distinct as the country of produce or assembly (Ozsomer Cavusgil, 1991). This refers to the final point of produce which can be the same as the headquarters of the organization doing the marketing of the product or the brand name (Diamantopoulos, Schlegelmilch Preez, 1995). Precedent country-of-origin research is mainly leaning towards consumer evaluations of product quality (Diamantopoulos, Schlegelmilch Preez, 1995). Results on American buyers perception on product made in Eastern Europe have shown that industrial buyer usually felt that the quality of goods manufactured in West European countries was higher than the quality of products manufactured in the Eastern (Huddleston, Good Stoel, 2001). While country-of-origin belongings have been deliberate for over twenty five years, most of the research is restricted to uni-national products connecting a single country-of origin (Ozsomer Cavusgil, 1991). In recent times, the minority researchers have ongoing to observe the country-of-origin possessions in the circumstance of multi-country surroundings, making a dissimilarity among country of construct or assembly and the country of the companys headquarters (Huddleston, Good Stoel, 2001). For example, Anurit, Newman Chansarkar (1999) found that with the intention of designed for bi-national products; country of manufacture has superior possessions on top of consumer evaluations of product quality than does the brand name. In addition, Ozsomer Cavusgil (1991) found that there is no benefit in by means of a country with apparent greater design ability to improve product quality perception if the country assembly location is already apparent to produce poor quality products. Country of origin might be less important than has usually been supposed and they might happen mainly in relation to assessment of detailed attributes rather than overall evaluations (Huddleston, Good Stoel, 200 1). Consequently, there is no inquiry that country of origin consequence does exist and made-in typecast can be modify at least in the long-standing. Analyzing information throughout the use of structural modeling, Diamantopoulos, Schlegelmilch Preez (1995) found rejection direct association of country of origin on purchase intentions and this confirms Peterson Jolibert (1995) doubts that country of origin evaluations has modest or rejection direct pressure on purchase intentions. This led researchers to conclude that the pressure of country of origin is more possible to function throughout supplementary variables rather than straight on purchase intentions (Diamantopoulos, Schlegelmilch Preez, 1995). According to Diamantopoulos, Schlegelmilch Preez (1995) the connection between country-of-origin possessions and branding has newly attracted rehabilitated concentration. For car manufacturers, country-of-origin possessions are of exacting significance (Diamantopoulos, Schlegelmilch Preez, 1995). Alternatively, they have achieved an extremely worldwide organization of manufacture processes which makes it ever more complicated for common consu

Berlin and Pettit: Can their accounts of liberalism be sustained when c

Laws have the capacity to infringe civil liberties however they also provide a forum for its creation and development. For Berlin, his conception of liberty is based upon the idea of positive and negative freedoms. Liberty according to Berlin is viewed as freedom from interference; therefore laws which respect our freedoms are preferable as they allow for different paths of self-actualization. Pettit however considers liberty in terms of freedom from domination and considers the role laws and democracy can play in assuring individual freedoms. In addition to considering the respective approaches of Berlin and Pettit, their theories will also be considered in relation to terrorism. By considering their respective arguments in the context of terrorism, it becomes important to conceptualize laws not in terms of those which respect or interfere with our freedom, but rather how they are able to balance the competing interests of security and individual freedoms. Considering an Appropriate Framework There are a variety of traditions which examine the relationship between the rule of law and freedom, which include Berlin’s positive and negative liberty, Republican Liberalism and concept of freedom as a Triadic relationship . Historically, liberalism has been viewed as an attempt to limit state power to preserve individual freedoms however this remains an oversimplification of liberal thought. Whilst liberal rights can be understood as the freedom to pursue individual interests, they are best considered the product of a strong liberal state and the rule of law. Therefore, when considering laws which respect or interfere with our freedoms, it may be problematic to consider them in terms of simple binaries as different laws affect... ...ewsletter of PEGS, vol. 3, no. 3, pp. 9, 16-17. Pettit, P. 1993, "The Ideal of a Republic", The Newsletter of PEGS, vol. 3, no. 3, pp. pp. 9, 16-17. Putterman, T. 2006, "Berlin's Two Concepts of Liberty: A Reassessment and Revision", Polity, vol. 38, no. 3, pp. 416-446. Riley, J. 2001, "Interpreting Berlin's Liberalism", The American Political Science Review, vol. 95, no. 2, pp. pp. 283-295. Sigler, J.A. 1966, "The Political Philosophy of C. Wright Mills", Science & Society, vol. 30, no. 1, pp. pp. 32-49. Stillman, R. 2003, "Too Much Negative Liberty? Too Little Positive Liberty? (Or Why Berlin's Idea All Depends on Its Cultural Context)", Administrative Theory & Praxis, vol. 25, no. 4, pp. pp. 581-583. Zedner, L. 2005, "Securing Liberty in the Face of Terror: Reflections from Criminal Justice", Journal of Law and Society, vol. 32, no. 4, pp. pp. 507-533.

Comparing Fordism and Scientific Management

Fordism and Scientific Management are terms used to describe management that had application to practical situations with extremely dramatic effects. Fordism takes its name from the mass production units of Henry Ford, and is identified by an involved technical division of labour within companies and their production units. Other characteristics of Fordism include strong hierarchical control, with workers in a production line often restricted to the one single task, usually specialised and unskilled. Scientific management, on the other hand, â€Å"originated† through Fredrick Winslow Taylor in 1911, and in very basic terms described the one best way work could be done and that the best way to improve output was to improve the techniques or methods used by the workers. (Robbins p. 38) Many comparisons can be made between the two theories, such as the mechanisation, fragmentation and specialisation of work and that a lack of intellectual or skilled content will speed up the work at hand. Fordism's mechanisation of mass production further emphasised many of Taylor†s popular beliefs about management being divorced from human affairs and emotions, using ‘humans as instruments or machines to be manipulated by their leaders† (Hersey p. 84). Fordism fused and emphasised the scientific methods to get things done by Ford†s successful mass-production processes. Contrasts also exist between the two theories. Fordism dehumanisied the worker whereas scientific management convinced the workers that their goals could be readily achieved along with their employers goals, therefore they should all work together in this direction. Fordism suited industrial companies participating in mass production, whereas Scientific Management could be used in many types of organisation. Large companies such as Ford Motors, The Reichskuratorium fur Wirtschaftkichkeit (RKW) in Germany examples these theories in practice. These theories of the past are lessons for the way modern organisations are run today. Managers now realise that they should treat their workers more democratically and since the mid-70†³s, sweeping changes in markets and technology have encouraged managers and manufacturers to use greater product diversity and more flexible methods of production. Movements towards a more flexible organisation have become apparent. Examples of orgainisations such as Nissan, NASA and Toyota serve as modern day examples of post-Fordism and depict movement towards a modified Scientific Management. Comparisons that can be made include Fordism's mechanisation of mass production and Taylor†s attempts at using employees as machines. Taylor designed this using his principles of management that included developing a science for each element of work and finding the quickest way the job could be done. Henry Ford†s ideal types of Fordist production system included using fixed and dedicated machines in individuals work, rather than turning the employee into a machine. (Hollinshead 1995) With Taylor attempting to prove to the world that there was a science to management and that the quickest way was the best way, he attacked the incompetence of managers for their inefficiencies in running the railroads and factories. Using time and motion studies, Taylor achieved productivity increases of up to 200 per cent. (Dunphy, 1998, p. 4). His thoughts were echoed by others: during a 1910 Interstate Commerce Commission hearing, Louis D. Brandeis argued that US railroads could save a million dollars a day if they introduced scientific management into their operations (Oakes, 1996). Taylor showed the world that the methodical and scientific study of work could lead to improved efficiency. He believed that by defining clear guidelines for workers many improvements could be made to the production of goods. Fordism like Scientific Management in the newly mechanised industries of the early 20th century emphasised that efficiency came from precision in job design, clear division of responsibilities and tight policing of implementation (Taylor, 1911). Taylorism and Fordism were consistent with notions of the organisation as † a ‘military machine† first developed by Frederick the Great of Prussia, and later refined by Henri Fayol†. (Taplin, 1995, p. 430) Scientific Management encouraged firms to improve efficiency by analysing individual processes of industrial production and then recreating them to produce maximum output from any given size labor force. (Hudson, 1997) Ford's production-line innovations compounded scientific management†s efficiencies into the economy. Taylor believed it would be best to scientifically select, train, teach and develop the workers. However, in contrast, Fordism was based on mass production using semi skilled workers who could be easily replaced. Fordism did not care for the workers to work as a team and to ‘Heartily co-operate †¦ to ensure that all work is done in accordance with the principles of science† like Taylor†s ideas of scientific management did (Robbins,1997, p. 40). Although Fordism borrowed many scientific management ideas, it then advanced upon them to produce a new form of management that included management having hierarchical authority and technical control. Fordism enabled managers to regulate production and safeguard their own position within firms as well as meeting the efficiency criteria set by owners. The obvious efficiencies of Fordism and features that were responsible for the economic successes of this system, also caused problems. Fordism proved particularly suitable to manufacturing in a mass consumption economy, required only occasional innovation of new products and used machines that only made specific goods. Often, these were of low-quality, low-value, high-volume nature, and competition was price based. Low quality could easily become poor quality; workers were poorly motivated with resulting high labor turnover and absenteeism; and coordinating the flow of materials through production processes was difficult (Wood, 1993). Fordism led to massive increases in productivity in certain industries, but the human cost was significant. At one point Henry Ford's assembly lines had an annual employee turnover of 380 per cent (Encarta, 1998). Fordism alienated workers and allowed no creativity. Where scientific management looked to divide work and responsibility almost equally between management and workers, Fordism was after minimum discretion between management and workers with fragmented work and minimal tasks for employees. Examining what happened at the Ford Motor Company supports these facts. In 1913 Ford began using monotonous assembly-line techniques in his plant. Although assembly-line techniques greatly increased productivity, many people soon left their line jobs, because of the unpleasant monotony of the work and the repeated increases in production quotas. This is something that contemporary management techniques have realised; it is beneficial for employees to become involved within their jobs and not expected to be machines. Ford partly overcame this problem by doubling the daily wage then standard in the industry with his famous offer of ‘$5 a day to workers who would put up with the alienated, regimented work conditions at Ford Motors† (Clark, 1997). One worker said, â€Å"You†ve got to work like hell at Ford†s†¦ You can†t let up. You†ve got to get out the production†¦ nd if you can†t get it out, you get out† (Rupert, 1997, p. 11) His results were increased stability in Fords labor force and a substantial reduction in operating costs. Then the Model T automobile was introduced in 1908. With the help of this model, Ford became America†s largest automobile producer and vendor. Nevertheless throughout the 1930s Ford began losing business to his competitors, mainly because they were slow introducing new models of automobiles every year. (Encarta, 1998) Scientific Management and Fordism created a new type of ‘revolution†. The promise of massive increases in productivity led to the following of Fords and Taylor†s models of management all over the world. Britain never had a scientific management movement like that in America, and the leading British engineering journals in the early 20th century revealed Taylorism receiving attention, much of it positive. Engineering became an unqualified supporter of scientific management, only The Engineer, a journal of engineering at the time, maintained sustained hostility to Taylorism declaring it was unfair and inhuman and not â€Å"sportsmanlike. The Engineer criticised the separation of workers thinking in their jobs from doing their jobs and described Taylorism as â€Å"scientific management gone mad. † (Whitson, 1997) Another organisation that followed both the American models of Taylor and Ford, was The Reichskuratorium fur Wirtschaftkichkeit (RKW) founded in 1921. This huge Berlin-based electro-technical and machine-constructing conglomerate strove to implement measures of industrial and organisational efficiency in Germany in the inter-war era. RKW†s aim was to â€Å"implement technical and organisational measures of industrial, and economic efficiency, an organization devoted to industry; efficiency, and production standardization. † (Shearer, 1997, p. 569) In modern times, firms have attempted to reconfigure work places and production systems using flat hierarchies and lean production systems in contrast to Scientific and Fordist management. Managers presume that these sorts of changes will enable firms to achieve flexibility, seen by many managers as essential to maintaining competitive advantage into and beyond the 21st Century. Flexible production systems opposing strict Fordist lines, made possible by these organisational changes and new technologies, permit shortened product development time. There is a new way of organising production and a departure from Fordism and all it contains. However, scientific management was used by Japanese automobile constructors in the 1970s when they began to compete using â€Å"fundamentally improved manufacturing processes that consistently produced vehicles of higher quality far faster than Detroit† (Oakes p. 569). Japan car manufacturers successfully decreased labour and production costs giving American Manufacturers a run for their money, Japans Toyota is an example that used Fordism as a base of new managerial processes. Another modern day example, which drew on these two management methods, was in space science. NASA developed a set of measures to assess if they were implementing their own strategies. NASA's strategy, defined by the motto ‘cheaper, faster, better,† was to reduce the size and cost of space probes without eliminating any important missions. Figures show that the two missions to Mars launched in late 1996 were each one-fifth the real cost of previous Mars missions (under $200 million in 1996 dollars, as opposed to an average of $1 billion each for the previous eleven U. S. spacecraft launched for Mars)†. (Oakes, 1996, p. 589) Post-Fordism has been described as a â€Å"shift to the new information technologies;[a] more flexible, decentralized form of labour process and of targeting consumers by lifestyle taste and culture rather than by categories of social class†¦ as well as] a rise of the service and white-collar classes and the feminization of the workforce:† These are lessons managers have learnt and result in less rigidity and mechanisation and a reduction in the blue-collar masculine workforce. The firms that face the most difficulties in the new globalised marketplace are often those with labor intensive, standardised manufacturing processes. Companies emphasise that these new forms of work provide better jobs. For instance, Nissan projects an image of work as taking place in an empowering environment built around the themes of flexibility, quality and teamwork. In conclusion, both Fordism and Scientific Management share common themes yet also display some significant differences. They both encourage looking at the fastest way work can be completed and impose strict guidelines upon employees and their job descriptions. This has led to a great deal of dissatisfaction among employees in production lines with alienation and monotony of workers that encouraged a high turnover of employees at organisations that imposed these techniques. Henry Ford developed much of his conceptions upon Taylor†s ideas of scientific management. These theories imply that contemporary organisations and their managers should take into consideration the ideas of employees to avoid division. Managers today often see workers as multi-skilled and more involved in the process of production via teamwork, the reintegration of manual and mental labour, and the empowerment of production workers. Today†s mass production has seen technology wiping out many of the jobs once held by these employees. There is a movement towards a more flexible workplace in the wave of this new technology away from strict guidelines imposed upon workers and their job descriptions, they are now encouraged to learn about other areas of the workplace. Fordism and scientific management have greatly influenced our workplace today and their theories will continue to be built upon for years to come.

Relationships at all levels involve complex powerplay

Present this task in the form of a discussion between two personalities. Base your response on your prescribed text and at least three other related texts of your own choosing. Introduction music to ‘Oprah' plays. Oprah Winfrey walks onstage, waving to the audience. Oprah: My my my, how are you today ladies and gentlemen? Well don't I have a special show for you today! An uninterrupted special of Oprah, that's right no advertisements, no newsbreaks, we have a delightful guest and I'm just so, so pleased that she could join us! Now as you know, I'm an open minded person and I just love talking to people, sorry, make that personalities, from all walks of life. This lovely girl has an amazing personality, and faced with a crisis, she remained dignified. Ladies and gentlemen, please welcome Clover! Clover trots onstage to a hearty round of applause. Oprah: Clover, how are you girlfriend? Clover: I'm great Oprah! Just glad to be away from Animal Farm. Whoops! I still call it that after all these years! Manor Farm it is now. Oprah: Well just to update our audience, Clover has been one busy babe. After leaving Manor Farm, Clover has gained her doctorate in psychology! You go girl! Interrupted by round of applause from audience And today she's hear to talk to us about powerplay. Clover: That's right Oprah. Back at Animal Farm, I guess I was a little slow to learn but they underestimated me. Since I found who I really am, it's just so refreshing! And studying psychology, I became very interested in power and how people gain power. Oprah: So do you have a hero, or heroine? Someone who you look at, as the epitome of power? Clover: Well not so much a hero. But I think Shakespeare was amazing, the way he portrayed power play. I mean, look at Othello. Iago is basically a slimy worm, but he gains so much power because he's so intelligent and confident in himself. He plays Othello and as Othello weakens, his strength just grows. It's fascinating. And Julius Caesar. Oprah: Tell us more about Caesar. Clover: Well Julius Caesar happens to be a personal favourite of mine actually. Caesar himself was a powerful man. He'd proved himself in battle, sucked up to the leaders of the time, even helped Pompey at one stage to gain power. By getting his foot in the political door early, he was paving his way into power. And oh, was he arrogant! But it was arrogance bred of power. The man spoke of himself in third person â€Å"†¦Caesar commands thy to speak!†¦Ã¢â‚¬  So forceful! He instantly commands power and elevates himself to others by speaking of himself in third person. Oprah: So you like a dominant man? Clover: Oh much more than that. I mean, even the very first act, I laugh every time! Marullus is like the majority of the Roman upper class, he sees the mob as a pack of sheep. The bastard even refers to them as â€Å"†¦you blocks, you stones, you worse than senseless things!† His metaphor, alluding to ‘dumb' stones is funny in itself. He thinks the crowd is brainless and nothing more than rocks and stones! But when you think about it, the whole city is built on stones and blocks- the important buildings, the roads and streets. The crowd, the mob, is the foundation of the city on which those in power must sit. So the crowd really does posses a lot of power! They just aren't aware of how to use it. Oprah: Hmmm, so you're saying the mob could make or break a guy in power? Clover: Well yes. When Murellus and Flavious encounter a couple of tradesmen in the first scene, the tradesman mocks them and hence gains power through their discomfort. There's Murellus and Flavious, speaking at the workmen â€Å"†¦what trade art thou? Answer me directly†¦Ã¢â‚¬  and calling them â€Å"†¦knave†¦Ã¢â‚¬ , so the cobbler tells him he's a â€Å"†¦mender of bad soles†¦Ã¢â‚¬ . Quiet laughter in the audience. But Cassius is more than just a commoner, he has ambition, therefore the powerplay that Cassius and Caesar engage in yields much bitterness from Cassius. I mean, Caesar at the beginning is absolute ruler â€Å"†¦He doth bestride the narrow world; Like a Colossus, and we petty men; Walk under his huge legs†¦Ã¢â‚¬ . Dramatic, emphatic language is used even by Cassius here†Ã¢â‚¬ ¦doth bestride†¦Ã¢â‚¬  and â€Å"†¦Colossus†¦Ã¢â‚¬ , emphasising his power and strength in the society. Whereas Caesar strides, the rest of the â€Å"†¦petty men†¦Ã¢â‚¬  only walk. However Cassius can identify that Caesar is powerful only because the rest of Rome has allowed themselves to be â€Å"†¦underlings†¦Ã¢â‚¬ . Like the Chinese Communist Party, Cassius believes those who have proven themselves within the political class should be in power. Oprah: So the cobbler gets power over the senators by, well ripping them off? Wow, there you have it ladies and gentlemen, those smart remarks you've been saying in your head, let 'em rip! Clover: Well, you have to remember that these commoners were pretty darn clever. They gained power by punning their words. But then, Murellus pulled some back soon after. He throws rhetorical questions at the â€Å"†¦naughty knaves†¦Ã¢â‚¬ . It's pretty well done on Murellus' part, he fires seven questions at them like â€Å"†¦wherefore rejoice? What conquest brings he home?†¦Ã¢â‚¬  before anyone else can get a single word in! Oprah: So he has power cause he's the one speaking? Well, lord I must have a hell of a lot of power! Clover: Pretty much. He's asserting himself again. A lot of stuff can be said through the spoken word. There's this commentator in Australia, Alan Jones. He's a very powerful man down there. I saw a documentary about him. Through his speeches and comments, he gains so much power. His medium is radio, and there are definitely people who call into the show to voice their opinions, but for a large part of the time, Alan Jones speaks uninterrupted. He himself is a gifted orator- he was the speech writer for an Australian Prime Minister even! Oprah: So what about at Manor Farm? Or Animal Farm? Who won in the talking steaks there?! Groan from audience. Clover: Well actually, that's a very interesting question. The pig who dreamed up the Rebellion, old Major, he drew an audience and we all used to listen- his word was law instantly. It was his quiet way, the regal way he â€Å"†¦sat ensconced on his bed of hay†¦Ã¢â‚¬ . But later, Napoleon of course was the public speaker. And he enforced it- with his damn dogs. They had us all scared half to death! His was a physical powerplay, intimidation. And because he used the crowd so to speak, he knew that we would all follow him, he wasn't questioned. But Squealer, well he operated differently. He was a suck up, that's for sure. But we believed him, listened to him, he â€Å"†¦could turn black into white†¦Ã¢â‚¬ . Squealer was like an advertisement, a living, breathing propaganda machine. Propaganda in itself is powerplay though. The Times magazine ran an article about the Chinese Communist Party, demonstrating how it uses a great deal of propaganda. Back to Squealer though, he managed to make everything sound very convincing, he exploited our naivety. One particularly vivid, emotional moment for me was when Boxer was injured. Squealer appeared to be â€Å"†¦full of sympathy and concern†¦Ã¢â‚¬  and he said all these nice things. He told us that Boxer's last wish was to see the â€Å"†¦windmill finished†¦Ã¢â‚¬ . That his last words were â€Å"†¦Forward comrades!†¦Ã¢â‚¬ . He used every chance he could to turn the situation around through his clever words to be in favour of ‘Comrade Napoleon'. He used us. We weren't the most educated animals, I mean, I admit it. Like Stalin led the uneducated , we never doubted the system because we couldn't fathom any other way. Oprah: Sounds like a nasty piece of work, doesn't he ladies and gentlemen? Kind of like those men who whisper sweet nothings and then drop you like a hot potato! Clover: Someone who did use the spoken word well though was Mark Antony. And he knew how to run the crowd as well. Unlike the senators, he didn't abuse his power over the crowd, well not in an insulting manner anyway. Antony respected the crowd and the power they held, but in his own way, he still played them. â€Å"†¦Friends, Romans, countrymen, lend me your ears!†¦Ã¢â‚¬  He gets their attention and draws them all together. By getting the crowd on his side, he has power behind him. And oh, he does play Brutus too! â€Å"†¦Brutus says he was ambitious; And Brutus is an honourable man†¦Ã¢â‚¬ . Oprah: Well doesn't that just drip with sarcasm! Clover: It sure does Oprah. And Antony dishonours Brutus, ridding him of his power because he has dishonoured him in the eyes of the crowd- where the real power lies. I mean, politicians need the crowd, they are only in power when they have the power of the people supporting them. Alan Jones, he had the admiration and loyalty of his students and his team and â€Å"†¦it was a hypnotic power of a charismatic man†¦Ã¢â‚¬ . As much as I hate to admit it, Napoleon had us under his command, through intimidation. And trickery too I might add. The Chinese Communist Party has an uncanny likeness to Napoleon and his way of running things. They play the crowd through intimidation and their hold over the Army, well let's say guns make sure that hold remains firm. Sorry Oprah, I've digressed again! Antony has something the crowd wants. Well he doesn't really, but he knows the crowd will be pleased with gifts and such- through Caesar's will. He leads the crowd to think what he wants them to think by teasing them, with the promise of reading the will. It's a subtle exploitation and goes to show how much power comes with knowledge! He ensures that the plebeians remain loyal to Caesar â€Å"†¦they were traitors!..† the crowd cries. And then â€Å"†¦The will! The testament!†¦Ã¢â‚¬  and so Antony tells them what they want to hear. And he did a good job of it too. Alan Jones, in his early days as a teacher gained his power through his crowd, but unlike Antony, Jones was able to choose his crowd to some degree. He valued â€Å"†¦more highly those who were prepared to follow an established game plan†¦Ã¢â‚¬ . This in itself is very demanding and forceful. He gains power through establishing a clear set of rules- his own rules. Jones went through a tough time, he was in trouble because it was alleged he accepted endorsements. However, he remained as powerful as ever. It was said in the documentary that if Jones â€Å"†¦didn't lose his audience, he didn't lose his power†¦Ã¢â‚¬ . This acknowledges to an even greater extent just how important the crowd is in giving power. The powerful know how to work the crowd in their play for power. And particularly in Julius Caesar, we can see that power often corrupts. Powerplays are about power transferring from one party to another. When this balance of power inevitably becomes unequal, corruption and evilness often creep into the equation. Even Antony, after gaining the crowd's support with Caesar's will, manipulated them to his own advantage, calling Lepidus an â€Å"†¦ass†¦Ã¢â‚¬  and likening him to a horse. Although I myself believe that this is a great compliment! Actually, in Rome at this time it seems that likening one to an animal inflicted a great deal of insult. In Brutus and Antony's exchange animal imagery shows just how fundamental power plays are- within nature and within human nature â€Å"†¦you showed your teeth like apes and fawned like hounds†¦Ã¢â‚¬ . Yes even those who posses great power can stoop to childish name calling! Oprah: They seem to be very strong, very forceful. Clover: Jones in particular was. He â€Å"†¦didn't accept fence sitters†¦Ã¢â‚¬  They were either on his side, or against him. By defining those clear boundaries, Jones is commanding power from those who are with him, because they support his opinion and their loyalty lies with him, and from those against him, because they are still playing by his rules, he forces them to make a decision and lets them know that he's not afraid of it. However, in Julius Caesar, Cassius isn't so forceful with Brutus. He is quite gentle, very subtle and strokes Brutus' ego to win him over. â€Å"†¦no man here; But honours you†¦Ã¢â‚¬  says Cassius to Brutus. Cassius does actually recognise that the power in politics lies with the people, as does Cinna â€Å"†¦O Cassius, if you could; But win the noble Brutus to our party†¦Ã¢â‚¬ . He knows that Brutus' reputation precedes him and basically, wants a piece of it. If Brutus is on his side, then Cassius is going to look a wh ole lot more reputable. Brutus' honour will garner the crowd. Oprah: well it sounds to me like the people in power get all the perks! But if there's so much power in the crowd, then how come it's the leaders that get all the glory? Clover: Cause they've won the war. Won the powerplay, the struggle. In reality, the power of the crowd disseminates to support the ruling class, ruling party. The most powerful. Like I said before, the Chinese Communist Party are alike Napoleon and his pigs. Napoleon stopped the Sunday meetings, he wouldn't let us in on anything, wouldn't let us have a say anymore. The Chinese Communist Party are insiders, â€Å"†¦picked, then rotated through a series of jobs to test their loyalty. They use secrecy as a weapon, â€Å"†¦part of an old fashioned weapon of rule†¦Ã¢â‚¬ . If no one knows anything, then they have the advantage of the element of surprise, if it is others trying to discover their secrets, then the power is shifted to the Communist Party- power lies with knowledge. At the farm, Moses was asleep in the barn when Major first told us of the Rebellion. He didn't approve because he didn't have in. Like the church when communism was introduced- they missed the boat and hence the communists had the power. Oprah: So what if two big names clash? Like the Sunday night movie and you're trying to figure out whether to watch Mel Gibson or Tom Cruise? What happens then? Clover: Well personally I prefer Mr Ed†¦ Oprah: Hey, whatever floats your boat hun! Clover: But the answer to your question is simply, one of them has to go. Just like Stalin ousted Trotskey, Napoleon got rid of Snowball when he became too much. Napoleon was smart, he knew the windmill would be a great idea. He knew that this would make us look at Snowball more favourably, and Napoleon couldn't afford to lose the support of the crowd! We all â€Å"†¦came to look at Snowballs drawings at least once†¦Ã¢â‚¬ . â€Å"†¦Only Napoleon held aloof†¦Ã¢â‚¬ . It even came to the point where half of us where in full support of Snowball- we wanted him in power. â€Å"†¦Vote for Snowball and the three day week!†¦Ã¢â‚¬ . So he got rid of him- powerplay using force. Snowball was a better orator than Napoleon â€Å"†¦in a moment Snowballs eloquence carried [us] away†¦Ã¢â‚¬ . And it was then Napoleon knew he was in trouble, so out came the dogs. It was terrifying we were terrified and â€Å"†¦scared†¦Ã¢â‚¬ . Napoleon's answer to any threat to his power was simple- force. Like the Communist Party. The magazine article left no question as to the forceful nature of the group: â€Å"†¦Whatever the leadership lineup that parades before the cameras this week, the message will be the same: leave the driving to us†¦Ã¢â‚¬ . Oprah: Do all people who gain power tend to have this group mentality? You know, strength in numbers? Clover: Well Caesar didn't need anyone but himself! But neither does Allan Jones really. I mean, they all use other people to gain power. But it has been said of Jones that he was able to â€Å"†¦polarise people†¦Ã¢â‚¬ , that he was very much a â€Å"†¦solo performer†¦Ã¢â‚¬ . Oprah: All this talk about all these men! What about our sistas hun, there has to be some powerful girlfriends in this men's club! Clover: Brutus' wife Portia, she's a woman and a half. Now, I don't know about you Oprah, but I'd do nearly anything to get the truth outta my hubby. I'd willingly kick him in the leg, you know, throw a feed bin at him, that kind of thing. She doesn't think much of her sex â€Å"†¦I grant I am a woman†¦Ã¢â‚¬ Ã¢â‚¬ ¦ Oprah: Wow those hunnies really needed someone like me around, right ladies?! Cheer from the audience Clover: But instead, she gave herself â€Å"†¦a voluntary wound†¦Ã¢â‚¬ . Oprah: Hell, now wouldn't that make the hubby shake in his boots! Clover: Yes, it did! But it worked, Portia gained power in Brutus' entrusting her with his men's secrets by this act of, well I like to call it insanity but some would say determination. Oprah: Well if that's that kind of guy Brutus is, I don't think I'd want to know his secrets! Clover: Brutus is a very complex man. His was of having power is by being unemotional†¦he holds his passion at bay and tries to rely on reputation and form and nobility rather than feelings. He is â€Å"†¦vexed†¦with passions†¦Ã¢â‚¬ . Although Brutus tries to regain some power in his exchange with Cassius â€Å"†¦Would not; Be any further moved†¦Ã¢â‚¬  by detaching himself from his emotions, Cassius appeals to Brutus' sense of personal worth â€Å"†¦Men at some time are masters of their fates; The fault, dear Brutus, is not in our stars; But in ourselves, that we are underlings†¦Ã¢â‚¬ . However, the guy is only human, and Cassius knows that he can seduce Brutus into complying, he can flatter his way into gaining power over Brutus â€Å"†¦Who is so firm that cannot be seduc'd†¦Ã¢â‚¬ . Oprah: It's fair to say Clover hun, that you've had some well, quite negative encounters with leaders and power in your lifetime. What are your views on it all now? Clover: It's human nature Oprah. And animal nature too I guess. I mean, out in the wild it's survival of the fittest, but in this day and age it's survival of the fittest, smartest, best talker, the one who can get into the head of the crowd. We need leaders. Hell, even a farm of animals need a leader! I mean, under Jones, we were miserable. He was someone in a position of power who exploited us. We weren't as educated as he, hence less powerful and his routine made the farm like a well oiled machine- at our expense. On our own, it would have been fine, except Napoleon became corrupted also, by power again exploiting us. The Chinese Communist Party, they are a self perpetuating group who breed their own leaders- sacrifices made by the party for the party. Alan Jones tended to apply favouritism to his students, selecting the strong and talented and dedicated. There are flaws in all these powerful people, even Caesar's arrogance and Antony, his manipulation of the crowd. But powerplays are exchanges I guess, and power is gained by exploitation of the opposition's weaknesses. By reducing the power of one, your own is strengthened. That's just the way it is I guess. Old Major, he wanted a perfect place, his own version of ‘Sugarcandy Mountain' I guess. â€Å"†¦Above all, no animal must ever tyrannise over his own kind. Weak or strong, clever or simple, we are all brothers†¦Ã¢â‚¬ . All that said, I'll repeat- it's human nature. At the conclusion of Julius Caesar, we can know as an audience that this scenario will repeat itself. More people will suffer, sacrifice, die for power, it is the nature of humanity. Oprah: Well Clover, that's about all we have time for. It's just been an amazing story you've had to tell, you've certainly opened my eyes. I'd like to thank you for coming on the show today†¦ Clover: It's my pleasure Oprah. Thankyou for having me! Oprah: You're welcome, you're welcome darling, now ladies and gentlemen let's thank Clover! Round of applause from audience Music plays and credits roll.