Movement Towards Decolinization Essay Example for Free

Movement Towards Decolinization Essay Introduction â€Å"Movement Towards Decolonization .† Before I start the basic part of my coursework introduction I would like to define these words and the meaning of this statement . Movement an act of changing location or position . Towards moving or coming to a particular direction . Decolonization to grant independence to a colony . With my understanding the statement â€Å"Movement Towards Decolonization † is literally meaning that The Bahamas was making a change in government and the rights for Bahamians in their own society . They know what they needed to accomplish and where they were headed to become not only independent people but an independent nation to better our Bahamian Society from a colony . In this history coursework I’m going to write a detailed account of the Burma Road Riot in Nassau, Bahamas in 1942 . What effects the Burma Road Riot had on the development of political parties and trade unions of The Bahamas . Also act as a member of the Taxi Cab Union during the General Strike of 1958, where I’m speaking about what I’ve experienced . Lastly is to give an explanation of the sources given which I consider to be true and prove that the 1942 riot was responsible for the political changes that took place during the 1950’s and 1960’s . Question 1 a) Write a detailed account of the Burma Road Riot in Nassau, Bahamas. The Burma Road Riot occurred in the year of 1942 due to unfair wages . During 1942, with the Americans being at war, the US decided to expand Oakes Field to establish new air bases . The Pleasantville Company was responsible for the construction . As a result of the expansion, three hundred jobs became available to Bahamians and Americans who were hired to work on this project . However the Americans were paid more than the Bahamian workers even though they performed the same work . Discontent arose among the Bahamian workers and resulted in a riot, and Bahamians also thought this was because racial discrimination because the Americans were white . Hundreds of workers left their jobs at the Oakes Field Airport and marched onto Bay Street . On Monday morning June 1st , hundreds of workers, who carried machetes, sticks or clubs marched into town and gathered in the vicinity of the public buildings which rioting and looting took place where five persons died and many were wounded . The rioters were addressed by few officials who urged peaceful demonstrations . In the main time, however other demonstrations were surging up Bay Street from the West, smashing windows and looting shops . Fire was set to a shop on Bay Street, which had threatened the entire district . Police Officers made an attempt to restore order . The Riot Act was read and a curfew was strictly enforced that same day prohibiting anyone who isn’t a member of arm forces or police from being outdoors between 8pm and 6am . On June 8th the curfew was revoked . Another reason for the riot taken place was economic depression . Bahamians were poorly represented in Parliament which at the time highlighted racial discrimination . As a result of the riot, the governor announced that the wage of the unskilled workers would be raised from 4 shillings to 5 shillings a day . In addition there was a free meal provided . Reforms were seen as a necessity in the field of taxation of representation . There was a need for modern labor legislation to be impacted in the field of trade unionism and workers compensation . It is interesting to note that Randol Fawkes was known as the father of labor . b) What factors contributed to the social unrest of the 1930’s and the 1940’s? Their is a history of Trade Unions Movement in The Bahamas during the 1930’s and the 1940’s . It is closely associated with the struggle for social and economic justice for the people of The Bahamas . Before independence in 1973 The Bahamas was controlled by the colony of Great Britain an even though Trade Unions were operating in Britain at the time, the Trade Unions that were in existence in The Bahamas before 1943 were operating illegally . The earliest attempt to form a Trade Union in The Bahamas was recorded in 1866 when employees of The Morton Salt Company in Inagua formed the Salt Workers Union . This union soon became an in-house union and because of the small size of the operation of the company was dissolved . There were two other unsuccessful attempts to form unions here in The Bahamas . In 1935 the Associated Bahamas Car Owners and Taxi Cab Drivers Union was formed . The Modern Trade Union movement in The Bahamas began early in the 1930’s with the formation of the Taxi Cab Union . Trade Unions have played a balance role in the development of the country . The first benefits of Workers in The Bahamas began with the riots of 1942 (Black Tuesday) . Also there was no form of Bahamian government to represent the people of the nation . Question 2 What effects did the social unrest of the 1930’s and the 1940’s have on the development of trade unions and political parties in the Commonwealth of The Bahamas? Using Source B, â€Å"As a consequence of the riot, the first awakenings of a new political awareness began to be felt in the hearts of black people, time and remarkable foresight, courage and initiative of a few dedicated members of that majority were all that were required to crystallize this awareness into a mighty political force.† Prior to 1953, there were no political parties in The Bahamas . The Bahamas was governed by a small group of merchants known as the Bay Street Boys . The Bahamas was not represented equally until they organized a political party, forcing the proprietary to do the same . In October 1953 when the Progressive Liberal Party was formed by Black Bahamians . The Progressive Liberal Party was established by William W. Cartwright . The Progressive Liberal Party fought against racial discrimination, also being able to allow women to vote . In 1956 anti-discrimination resolution was introduced in the House of Assembly and was easily passed opening restaurants, hotels and the theatres to those who were once not allowed because of their skin color . Another effect was in the growth and development of the Trade Union Movements occurred in January 1958, and was known as the General Strike of 1958 . The strike is known to be one of the three significant events that heralded the Labor Movement and solidified its place in history as the catalyst for social economic justice for the Bahamian workers. The primary dispute of the General Strike was between the Government and the Taxi Cab Union . It began on November 1st, 1957 as a result of the Government granting contracts to white tour companies and because of this the Taxi Cab Union was informed that their services were no longer needed . Under the leadership of Sir Clifford Darling and others, the Taxi Cab Union blocked all traffic to and from Nassau International Airport and the Commissioner and his policemen could not do anything about this situation . After several weeks of negotiation an no agreement or settlement was taken place, the Taxi Cab Union called on The Bahamas Federation of Labor led by Sir Randol Fawkes and asked for assistance . The strike was around tourist season . Sir Randol Fawkes responded that a General Strike should be called, not only for the Taxi Cab Union but also to dramatize the fight for all Bahamians for greater dignity and self-respect on the jobsite through decent wages and better working conditions . There was no violence carried out by the striking workers and leaded Bay Street businesses . On 29th January, 1958, His Excellency Sir Raynor Arthur brought representatives of the Taxi Cab Union and the Tour Companies together at a conference where they signed a detailed agreement providing equal division of transportation to an from the airport . Mr. Randol Fawkes was elected to the House of Assembly in 1956 and was the only member of the Labor Party in Parliament . Due to the 1958 strike the pressure was put on by the opposition and the Government of The Bahamas called an election in 1962 . When the opposition could not correct the faults because of the United Bahamian Party’s control in Parliament, the Labor Movement and the opposition went to the International Community . The corrupt charges brought against the United Bahamian Party involved the Casino Industry which suddenly got an reaction from many persons around the World. During election in 1967, and because the Labor Party made sure the word of corruption in Government was spread this made them play a major role . In the 1967 elections there were four candidates from the Labor Party but only Randol Fawkes was successful . There were only 38 seats in the House of Assembly, and the United Bahamian Party and the Progressive Liberal Party 18 seats so because of this the each representative had to make a decision to join together . Randol Fawkes paved the way for Black Majority Rule in The Bahamas . Under the Progressive Liberal Party Government, Sir Randol Fawkes became the first Minister of Labor and embarked on a mission to adopt new Labor legislation that would change the scope of The Bahamas for many years . However, in 1967 the Trade Union Movement was the major factor in the Progressive Liberal Party becoming Government of The Bahamas as a result causing Majority Rule in the Country . Since 1967, the Trade Union Movement has been able to have a powerful effect in the election of both the Progressive Liberal Party and the Free National Movement Government . There are four major events in the history of The Bahamas that mean something to the critical role to the Trade Union Movement played in the growth and development of The Commonwealth of The Bahamas . Also the Trade Union Movement played a significant role in the fight for independence of The Bahamas . Sir Randol Fawkes, who was the member of Parliament and leader of the Bahamas Federation of Labor made the first move in trying to put in place the lead to independence . On September 10th, 1966 Sir Randol Fawkes made a motion on the floor of House of Assembly for a select committee to invite the Government of The United Kingdom to convene a Constitutional Conference to establish the guidelines for the independence of The Bahamas . A wise person once said, â€Å"The Labor Movement is the bedrock of the Bahamian economy. If there are no workers in the hotels, no teachers in schools, no nurses in the hospitals, no workers in civil service and corporations, the country would come to a stand still.† Question 3 You are a member of the Taxi Cab Union during the General Strike of 1958. Give an account of your experiences during the strike. When the Nassau International Airport had opened, we thought this meant better days to come . Being apart of the Taxi Cab Union our hopes were high because this meant more tourist coming to Nassau, New Providence where this meant we would be able to provide for our families and still could buy a nice watch from the money left, well we thought wrong! It all started in 1957 when the Government had granted the white tour companies the exclusive right to operate transportation services between the Nassau International Airport and the city . Therefore we, the taxi cab drivers were not needed . The Taxi Cab Union officers thought this may cost their company to be out of business . It also threatened our lively hood, wondering how would be able to provide for our families . When my wife heard about this she asked what will I do because there wasn’t any money coming in . I told her I really loved my job, so others and I would push the issue . Our leader of the Taxi Cab Union, Sir Clifford Darling told us, the taxi cab drivers to block all traffic to and from the Nassau International Airport and he took the keys for the taxi’s so we wouldn’t be able to move the vehicles when asked to do so . No one could of control this situation . After several weeks of negotiations that failed the matter erupted again in January 1958 . This came to the height of the tourist season . The officers of the Taxi Cab Union called on Sir Randol Fawkes who led the Bahamas Federation of Labor and asked him to help us with the situation . He responded and said that we should held a â€Å"General Strike† with other Bahamian workers who were treated unfair on their jobsites, fighting for self-respect, decent wages and better working conditions . I couldn’t believe the amount of Bahamian workers who not only supported the Taxi Cab Union but other workers and themselves . There was both men and women up and down the West and East of Bay Street . I also remembered British Troops were sent to try get control of the situation but was unsuccessful . At the end of the month of January the Governor brought one of the Tour Company representatives and one of the Taxi Cab Union representatives together to make a deal for equal division of transportation of tourists to and from the Nassau International Airport . Order and peace was brought back at the airport and everyone had a fair chance even the other Bahamian workers, which was a success by getting wage incensement and fair treatment . Question 4 Study ALL the sources . â€Å"The 1942 riot was ultimately responsible for the political changes that took place during the 1950’s and 1960’s . Do these sources prove this view to be true? Explain your answer fully . Yes the 1942 riot was ultimately responsible for the political changes that took place during the 1950’s and 1960’s, but only Sources A, B, and D I find to be true . Source A says that, â€Å"The 1942 riot in Nassau was a short-lived spontaneous outburst by a group of disgruntled laborers, and occurred against a background of narrow socio-economic and political parties .† This statement I find to be true because the Burma Road Riot occurred because of unhappy workers who were obviously treated unfairly, different from the White American workers, the Black Bahamian men were payed less than the white workers . Therefore I feel as if it was racial discrimination taken place . About 16 years later there was a General Strike in 1958, where unions were unpleased and because of this these events played a major role in society . They decided someone had to stand out for Bahamian rights . This is where political parties came into place to represent Black Bahamians and not only the workers . The first political party formed in The Bahamas was in October 1953 known as the Progressive Liberal Party, which can be understood in Source B where it is stated that, â€Å"As a consequence of the riot, the first awakenings of a new political awareness began to be felt in the hearts of black people, time and the remarkable foresight, courage and initiative of a few dedicated members of that majority were all that to crystallize this awareness into a mighty political force . Someone had opened there eyes and see that the Bahamians were facing major problems not amongst each other but amongst the people they worked around and worked for . They needed to be defended and one person couldn’t have done it alone, so brave men who were dedicated to their country and own people came together and formed something that I won’t call a political party but of leading fathers of our nation who made it better for not only their generation but for future generations . Some like Sir Randol Fawkes, Sir Lynden O. Pindling, Arthur Hanna, Sir Milo Butler, Curtis McMillan, Clarence A. Bain, Sir Clement Maynard, Sir Cecil Wallace Whitfield, Carlton Francis, Sir Alvin Braynen, Warren Levarity and Geoffrey Thompson . However Source D I also find to be true because after the riot and the strike there was an improvement of the Government, where they stood up for all Bahamians and Sir Lynden O. Pindling stated and I quote, â€Å"When the great heroes of our struggle stood on Burma Road, he intoned, they did not stand alone . When they stood in the General Strike against the property vote they did not stand alone .† Therefore he was right because a political party stepped in and defended the rights of the Bahamian labor unions, where this was a great achievement because if a political party hadn’t stepped in The Bahamas would of probably be the same before the year of 1942, where we would’ve got treated unfairly . Conclusion This coursework have open my eyes, to see that Bahamians fought for their rights and the great people who did it from the Progressive Liberal Party, the Taxi Cab Union, the Bahamas Federation of Labor and the Labor Party . Also this helped me to read and understand . Understanding the history of The Bahamas and what great deed those legends did for The Bahamas . Which they made it better not only for their generation but for my generation and generations to come . If it wasn’t for Black Bahamians fighting for their rights, Black Bahamians would’ve of probably still be treated unfairly, some may have live in poverty, lack of non-racial government and no independence from England . This coursework has helped me a lot to understand history and its meanings .

Oral Hygiene during Placement Simulation

Oral Hygiene during Placement Simulation In this essay, I will be reflecting on the importance of oral hygiene and my experience of giving and receiving oral hygiene care whilst on placement simulation. In conclusion, I will identify my own personal development in undertaking and completing this skill and achieving it. The care of a patients mouth forms an important component of assisting hygiene needs and yet is an aspect of practice which is not always afforded the attention it fully deserves. It is also a role which too often delegated to health care assistants. Research shows that, in the United States, nosocomial pneumonia ranks second in morbidity and first in mortality among nosocomial infections. The treatment of nosocomial pneumonia adds 5 to 7 days to the hospital stay of surviving patients and billions of dollars to healthcare costs. REFLECTION There are different models of reflection one of which is Gibbs (1988). Reflection is the process of reviewing an experience in order to describe, analyses, evaluate and so inform learning about practice (Reid1993). I will use this reflection model in guiding me because it has helped focusing on different aspects of an experience, and exploiting their full potential for learning will be more appreciated. Reflection in professional practice, however, gives back not what it is, but what might be, an improvement on the original (Moon 1999). Description As part of placement simulation, I was part of a group introduced to oral hygiene care. It is one of the core requirements in maintaining the hygiene needs of a patient. When we were told to bring in a towel and tooth brush, I was taken aback as to what was the need for them? I went to the multi-skills laboratory not knowing what will befall me. My lecturer introduced us to a range of chemicals for oral hygiene. I had used some before but on this occasion, there was one I had not tried and used before. I was assigned a colleague to have the opportunity of experiencing the giving and receiving of oral hygiene by cleaning his teeth with toothbrush and pepsodent and vice versa.We performed as instructed. Feelings Upon commencement of activity, my views of healthy oral care were not very clear to me. Generally I perceived cleaning your teeth as being much like washing a face. I felt very embarrassed and inadequate and consequently, felt very uncomfortable as I have not done this to anyone outside of my family. On his part, it was obvious from his reaction that he had no confidence in me, thinking I was going to brush his teeth hard. It highlighted the complex problems I have to solve in practice and the provision of care needs to patients for whom I may not have had contact with before. I thought my pride and dignity had been taken away from me but later felt comfortable having understood what it was generally. Critical Analysis Helping patients/service users to meet their hygiene needs is a fundamental component of nursing care. Again, helping patients to meet their personal hygiene needs provides any nurse with an ideal opportunity to undertake a thorough physical, emotional and cognitive assessment of the patient. Although it seemed difficult at the beginning, by the time we performed on each other for the third time with encouragement we had developed a good working relationship. Encouraging students to acknowledge their intuitive capacity helps them to appreciate their strengths and weaknesses (SWOT). Jasper (2003) regards SWOT analysis as getting to know yourself. The understanding of our skills and abilities and the awareness of where our limits lie is seen as crucial to being able to act as a professional practitioner. After identifying and analyzing of my own strengths, weaknesses, opportunities and threats, I showed no more discomfort and shown more interest in the activity as our lecturer continued talked us through. Jackson and Mannix (2001) note that amount of interest the nurse shows in the learning needs of the student and the key role he or she plays in their achievement are essential to the students development. It is strange that sometimes you do things or know what things are without ever really stopping and analysing it. Most students and many professionals note that learning acquired from placement experience is much more meaningful and relevant than that acquired in the lecture room (Quinn 2000). Boud et al 1985 argue: it is common for reflection to be treated as if it were an intellectual exercise a simple matter of thinking rigorously. However, reflection is not solely a cognitive process; emotions are central to all learning. Conclusion Caring for a patient requires a relationship and empathy. By developing collaborative relationship with patients, I can provide prompt and focused interventions which can limit illness. Action Plan My aim is to be proactive in the future by promptly opening up. I aim to develop the skill of emotional resilience to be able to deliver and receive any care. Conclusion Like many others on the group, I thought that students were there through choice, they wanted to learn. As a result of this I expected the group to be mature and behaved. Due to my lack of experience in care and the job title of student nurse, I perceived that most sessions would run in a lecture format. This was probably a very naive move on my part, however following my first two sessions, I realised that if I was to be a successful student nurse, I had to adapt my approach. I needed to focus more upon my involvement and participation, getting the group involved in sessions would help to improve my learning process. However as I develop my nursing skills and also my ability to reflect, I have begun to realise that the process of reflection is more complex than Gibbs (1988) suggests. Whilst Gibbs highlights key areas of the process, I feel that reflection is not as cyclical as this model implies. As my reflective skills develop, I am finding myself jumping some stages of the cycle, revisiting others and in some instances digressing in different directions. I feel that this represents my views of reflection as I have a start point (the experience) and an end point (the outcomes/actions), but how I get there is down to my trail of thought. Whilst at this stage of my development I would not class myself as a successful, I believe I am working to develop the skills required to be successful.

Character Analysis Of Kino From the Pearl :: essays research papers

Kino, a character from the story "The Pearl," is a prime example of a developing character. From the start through to the end, he develops drastically. At the beginning, he was thought out to be a good loyal husband but as time went on he became a selfish, greedy person who would do anything for money.When the story began Kino seemed to be a good husband who wanted nothing more than to be able to support his family. After a scorpion had stung Coyotito, Kino prayed that he would find a pearl not to become a rich man but so that he could pay the doctor to heal the baby, as he would not work free.After Kino had spent long hard hours searching the ocean floor, he finally found the pearl he had worked for. At first when he found it, he only wanted to pay the doctor to cure Coyotito. However as time passed he began to think of all the things that he could acquire with the money form the pearl and began to develop greed and selfishness. When people asked him what he would buy now that he was a rich man, he was quick to list several items that came to his mind. One of these items was a rifle. Kino wanted a rifle because he wanted to show power over the rest of his village.When Kino took the pearl to the pearl buyers to sell, he was offered one thousand pesos. Kino declined that offer claiming that his pearl was "The Pearl of the World." By reacting in such a manner he yet again demonstrates his greed. It is not about saving Coyotito anymore, for he is already feeling well, it is now about the money. Although one thousand pesos was more money than Kino had ever seen he demanded that he would get fifty thousand pesos.Later in the text, Kino discovers Juana trying to destroy the pearl, causing Kino to become very angry, and resulted in him beating her. Although Juana was in very much pain she accepted the beating as if it were a punishment and stayed with Kino. A while later Kino was attacked by another man who wanted the pearl for himself and defended his pearl by killing the man. It is around this point in the story where Kino displays his greatest point of greed and selfishness.

Where Does Law Come From? Essay -- The Origin of Law

Where does law come from? Law has been defined in many ways by various leaders and thinkers but there is no universal definition. There are numerous sources and the English legal system adopts the rules derived from these various sources to form the English law. Sources of law include common law and equity, legislation, and international conventions such as the European Convention of Human Rights (ECHR). It must be noted that customs or constitutional conventions are not law. It is a common misconception that customs or conventions are law. The judiciary have repeatedly held that conventions are not law and thus are not binding. The case of Attorney General v Jonathan Cape Ltd aptly demonstrated this point as the court held that the convention of Parliamentary confidentiality is only a convention and does not carry any legal weight. Nevertheless, it is essential to understand what, and how, are sources of law created and what possible dangers may arise from these sources. Common Law Common law first came about during the reign of William the Conqueror who created a common set of laws which was binding on all in the land. In the 15th century, the Chancellor was given the responsibility of deciding cases and he subsequently created his own court, the Court of Chancery which decided cases based on equity. As a result of the Judicature Act 1873, common law and equity were merged into the same courts to ensure that one enhances, instead of opposing, the other. Consequently, the only distinction between common law and equity is the remedies available to litigants. Today, common law is regarded as case laws which are decisions made by judges in cases. Common law is operated on two concepts of equal importance, namely the do... ...e Human Rights Act 1998 Third Edition, 2006 Articles T.H.Bingham ,’The European Convention on Human Rights: Time to Incorporate’ (1993) L.Q.R. 390 Table of cases A-G v Jonathan Cape Ltd [1976] QB 752 Fitzpatrick v Sterling Housing Association Ltd [1999] 4 All ER 705 Miliangos v George Frank (Textiles) Ltd [1975] 3 WLR 758 R v Goldstein, R v Rimmington [2005] UKHL 63 R v R [1991] 4All ER 481 Royal College of Nursing v Department of Health and Social Security [1981] 2 WLR 279,CA Table of statutes and other instruments Statutes: Abortion Act 1967 c87 European Communities Act c68 Human Rights Act 1998 c42 Interpretation Act 1978 c30 Judicature Act 1873 c66 Legislative and Regulatory Reform Act 2006 c51 Parliament Act 1949 c103 Public Interest Disclosure Act 1998 c23 European Legislation: European Convention of Human Rights (1951)

The Death of Antigone :: Essays on Antigone

In Sophocles’ Antigone, Antigone saw her action of burying her brother as a just one. It may not have been just in the eyes of Creon and the people of Thebes, but she was not concerned with the laws that mortals had made. Antigone saw the divine laws of the gods to be much more important than those of mortals. She felt that if she died while upholding the laws of the gods, that her afterlife would be better than if she had not. Our lives on this earth are so short, that to see a good afterlife over the horizon will make people go against the laws of humans. Early in the play, Antigone felt dying for her brother was a noble action. Death to her was not an ending, but a new beginning in a better place. Antigone’s family had been cursed for ages; death was something that followed at their heels. The people of Thebes would always look at her with suspicious eyes. Her father, Oedipus, had caused these looks to be placed on her family forever. Then her brothers killed one another on the same day; her life in Thebes was not good. With such a bad life in Thebes, an honorable death must have looked very appealing to Antigone. In most societies, as well as Thebes, the afterlife is taught to be much more important than your mortal life. The problem is that we do not know what is waiting on the other side for us. Antigone thought that if she were to please the gods in her life that she could only expect good things in the afterlife. The burial of Polyneices was her ticket to a good afterlife. The afterlife is eternal, and life is just a small spec, compared to the time spent in death. Antigone welcomed death at the time of burying her brother; she was not concerned with the consequences. She saw her actions as being true to the gods and religion. â€Å"I myself will bury him. It will be good to die, so doing. I shall lie by his side, loving him as he loved me; I shall be a criminal but – a religious one.† (Antigone, lines 81-85) To Antigone, the honor of her brother, and her family was all that was important. She may be going against Creon, but if her actions were true in her heart then the gods would see her in a good light.

Renaissance Art and Culture

Although the Renaissance saw revolutions in many intellectual activities, as well as social and political confusion, it is perhaps best known for its artistic developments. Leonardo dad Vinci and Michelangelo were inspired by the term â€Å"Renaissance man†. Renaissance influence was felt in literature, philosophy, art, music, politics, science, religion, and other aspects of intellectual study. Renaissance scholars used the humanist method in study, and searched for realism and human emotion in art. The civilizations of Greece and Rome were rediscovered, inspiring an interest in Classical learning which challenged medieval beliefs and ideas.The population was becoming wealthier which led to an increase in trade and travel and the spread of new ideas. The rise in prosperity also generated an interest in education, supported the flourishing of the arts and promoted scientific discoveries and new inventions. Perhaps the most important of these was the printing press, which allow ed the distribution of information to a much wider audience than ever before, further increasing the demand for more knowledge. INFLUENCE OF RENAISSANCE Renaissance was much more than a rebirth of classical art. It was a rejection of the middle Ages, which were Just ending.During medieval times, the arts were concerned mainly with religion, with the life of the spirit, with the hereafter. Little importance was given to life on earth except as a preparation for the next world. But as the 1 5th century began, Italians were turning their attention to the world about them. People started to think more about nonstructural, or nonreligious, matters. They began placing faith in their own qualities and their own importance. This new spirit was called humanism. Discipline, unquestioning faith, obedience to authority–these medieval benefits were o longer blindly accepted.People asked questions and wanted to find their own answers. Artists were among the first affected by the new spirit of humanism. In their work they began to focus on human life on earth. ITALIAN RENAISSANCE ART The Italian Renaissance was one of the most productive periods in the history of art, with large numbers of outstanding masters to be found in many centers and in all the major fields painting, sculpture, and architecture. In Florence, in the first half of the fifteenth century, there were great innovators in all these fields, whose work raked a beginning off new era in the history of art.The idea of artistic genius became popular; Michelangelo was called â€Å"divine† because of the greatness of his creative powers. In the Renaissance, art and science were closely connected. Both the artist and the scientist strove for the mastery of the physical world, and the art of painting profited by two fields of study that may be called scientific: anatomy, which made possible a more accurate representation of the human body, and mathematical perspective. Humanistic education, based on ethi cs and the liberal arts, was pushed s a way to create experienced citizens who could actively participate in the political process.Humanists celebrated the mind, beauty, power, and enormous potential of human beings. They believed that people were able to experience God directly and should have a personal, emotional relationship to their faith. God had made the world but humans were able to share in his glory by becoming creators themselves. INFLUENCE ON PAINTING The painting in France was known as Florentine painting. The techniques favored by the Florentine were tempera and fresco. The Tempera Painting: In tempera painting a dry surface was used. A wooden panel was grounded with several coats of plaster in glue, and the work was then copied from a drawing.The colors were tempered with egg or vegetable albumin. The Fresco Painting: The fresco technique, used for the mural paintings in Florentine churches, involved painting on wet plaster. The sketch was first copied on the plaster wall in rough outline, and the part on which the painter was going to work during a given day was then covered with fresh plaster. The painter had to redraw the part that had been covered by the new plaster and add the colors. As the plaster dried, the colors came a permanent part of it. ARTISTS DURING RENAISSANCE The beginning of the great Florentine school of painting came in the middle Ages.Leonardo dad Vinci 0 Michelangelo The climax of late 1 5th-century painting came in the work of Leonardo dad Vinci (1452-1519). Leonardo studied painting in Florence, but he spent much of his life working in Milan. The last few years of his life were spent in France in the service of King Francis l. Leonardo is the perfect example of the â€Å"Renaissance man† because he was interested in and well informed about a great many subjects: literature, science, thematic, art–almost everything about man and nature. Like many artists of the time, he was a sculptor and an architect as wel l as a painter.His paintings, particularly The Last Supper, the Mona Lisa, and The Madonna of the Rocks, have made him famous. The unique way he handled light and shadow is his most unusual characteristic. Leonardo remarkable ability to grasp and express the mysteries of man and nature made him one of the greatest of all painters. He worked on the painting OF THE LAST SUPER from about 1495 to 1497. When compared to previous paintings of the same subject, its originality becomes evident. All extras have been eliminated; the distant landscape, seen through the windows, increases rather than distracts from the main subject.There are no human figures other than Jesus and his disciples. All are placed on one side of a long table; earlier artists had placed Judas across the table from the rest. To give dynamic character to a scene pictured in standing terms, Leonardo chose the moment when Jesus announced one of the disciples would betray him. This terrible declaration sends a shock wave o f feeling through the twelve. Each is clearly differentiated from the others in the attitude and sutures with which he reacts to the Master's words, and yet all form a unity. The twelve are divided into four groups of three, each group having its own distinct character.In the center is Jesus, whose posture forms a triangle, a form on which Leonardo paintings were normally based. Jesus is serene and unmoved by the effect of his words. These are the qualities of the High Renaissance style: simplicity; austere rejection of the incidental and the merely pretty; nobility and grandeur in the figures involved in actions of depth and significance. Michelangelo One of the greatest 16th-century artists was Michelangelo Bonaparte (1475-1564). In sculpture, architecture, and painting he was so outstanding that he was called divine.He became fascinated with the problems of representing the human body, and he devoted himself completely to mastering them. In 1505 Michelangelo was called by Pope Ju lius II to Rome, where he was assigned to work on a number of projects. The most important were: The Pope's tomb, The decoration of the ceiling of the Sistine Chapel in the Vatican The new basilica of SST. Pewter's The Sistine ceiling, which took 4 years to paint under difficult conditions, is composed of hundreds of figures from the Old Testament. In all his representations of the human figure, whether in sculpture or in painting, Michelangelo strove to make them monuments.With the art of Michelangelo the High Renaissance came to its climax. His work, in fact, betrayed signs of a changing attitude in the art of the day. The twisted, tortured figures and the compressed space of his painting of The Last Judgment. Influence of Renaissance on Venice and Northern Italy Venice was the most important northern Italian city of the Renaissance. The Venetians lived a happy and luxurious life. Enjoying the benefits of an active trade tit the east, they imported silks, Jewels, slaves, and exoti c foods. Close connections with Eastern art and a naturally colorful location inspired the Venetian painters to use bright color.They were influenced by the new â€Å"scientific† developments in Florentine art. But their use of anatomy and perspective was combined with their love of color and pageantry. One of the most important north Italian painters was Andrea Antenna (1431-1506). Born in Pads, a city not far from Venice, Antenna introduced many Florentine characteristics into north Italian painting. He particularly admired the realism of Tangelo's sculptures, and like Donated, he studied ancient Roman art. He used perspective to create the effect of a stage on which his figures perform.The greatest of the 1 5th-century Venetian painters was Giovanni Beeline Antenna's friendship with Beeline had a direct influence on Venetian painting. Bellini's rich, mellow color and warm lighting bring out the human qualities of his serene Madonna and saints. He was one of the first Itali ans to use oil paint on canvas. Two of Giovanni Bellini's pupils became the most outstanding Venetian painters of the High Renaissance. They were Giorgio and Titian. Goriness's colorful and poetic pictures attracted a large following of artists known as Egregiousness painters.Titian began as a Egregiousness painter but developed far beyond this style. He achieved such mastery in the handling of bright, warm color that he was considered to be the equal of Michelangelo. In his late works figures and objects melt into a glow of light and color–a treatment of painting that seems very modern. Renaissance in the North Oil painting had become popular in Venice by the end of the 15th century. The Venetians learned a great deal from Flemish artists. The Flemish painter Jan van is often given the credit for developing an important oil technique.The Flemish and German styles of the early 1 5th century were completely different from the early Renaissance style of the Florentine. Instead of simple geometric arrangements of three-dimensional figures, as in Mosaic's paintings, the northern Europeans aimed at creating realistic pictures by rendering countless details–intricate floor patterns, drapery designs, and miniature landscapes. This complex style of the north did not develop from a humanistic classical art but from the Gothic tradition of mysticism and tortured realism. Flemish Painting Van Cock's Madonna painted in 1436, is an excellent example of Flemish realism.All the details of the room–the patterned carpet, the armor of Saint George, and the architecture–make this picture seem very real. There is no sign of the Italian sense of beauty here: the figures are not idealized. In the faces of the people can be seen the wrinkles and imperfections of real life. One of the best-known Flemish artists of the second half of the 1 5th century was Hugo van deer Goes. When the Florentine painters saw Hog's work, they were impressed by its lifelike qu ality. This Flemish influence can be seen in later Florentine nettings.Gradually the hard outlines of the Flemish style became softer because of Italian influences, and by the middle of the 16th century the ideas of the Renaissance had been absorbed into Flemish art. German Painting The German artist Albrecht Udder went to Italy, where he was impressed by the countryside and by the art he saw. While in Venice, he came to know and admire Giovanni Beeline. Beeline, in turn, admired Udder's work. Udder had been trained in the Gothic tradition of German art. He had learned to imitate nature accurately and painstakingly. He was a master in the use of sensitive line in drawings, woodcuts, engravings, and paintings.The End of the Renaissance During the second quarter of the 16th century, mannerism began to take hold in European art. This was the first truly international European style. Renaissance art had been typically Italian in style, but mannerism developed throughout Europe and combi ned many traditions. The art of northern painters such as Pitter Burgher the Elder and Udder can be considered part of this school. So can the work of Michelangelo and Tinderbox and many other 16th-century Italian artists. The work of the French painters of Fontainebleau and that of El Greece in Spain is also part of the mannerist style.Mannerism was both a reaction against and an outgrowth of the High Renaissance. It was typified by abnormally lengthened or distorted figures and the replacement of perspective with a flatter and less organized type of space. By the end of the 16th century the High Renaissance in Italy had given way to late mannerism and the early baroque. But the discoveries and ideals of the Renaissance remained as a permanent heritage to all artists who came afterward. The most important contribution of the Renaissance was its vision of man as beautiful, noble, and independent.

Ingredient Branding of Industrial Goods

Ingredient Branding of Industrial Goods: A case study of two distinct different automotive suppliers Waldemar Pfoertsch[1] / Johannes Rid[2] / Christian Linder[3] Abstract This paper concerns ingredient branding; more specifically, ingredient branding for industrial goods. Although research in ingredient branding has been quite intensive in the area of fast moving consumer goods, considerably less research has been carried out for industrial goods. In this paper, the authors provide insight into whether successful ingredient branding can be transferred to industries where it has not been a common phenomenon: automotive suppliers.Two major companies in the automotive industry are analyzed in this paper: Autoliv, a major player in car-safety supplies and equipment like seat belts and airbags, and Bosch, producers of a large variety of car components, like diesel and gasoline injection systems, braking components (e. g. ABS and ESP), and starting motors and alternators. The findings inc lude enormous potential for B2B companies in the field of ingredient branding. Car suppliers, for instance, have rarely used the option of branding their ingredients at the finished product.The authors give a historical perspective, show e. g. that ABS braking system, invented by German supplier Bosch would have been a perfect candidate for branding to the final customer. In the purchasing decision of potential car buyers, the ingredient ABS, provided by a strong ingredient manufacturer (e. g. Bosch) could have led to a preference of buying a specific car, and in the end, added to the supplier’s reputation and revenue. 1. Leveraging the brand We now live in a world where consumers receive thousands of impressions and messages every day.Ever increasing competition makes it more difficult for a message to reach the audience and target group, with the consequence that it becomes harder for a consumer to differentiate between brands. Furthermore, as competitive advantages and inn ovations are copied at a higher speed, products and services become more alike. In this kind of environment, it is important for producers to find a position for their product or service in order to focus and clarify the attributes that make their product unique to the customer.In response to this current business environment, research and best practice show that more and more firms have come to the realization that one of their most valuable assets is the brand name associated with their products or services. (Keller,2003, Pfoertsch/Mueller, 2006). Producers understand that powerful brands are beneficial to the company: â€Å"Brands, therefore, are genuine assets and, like other forms of asset, they can appreciate considerably as a result of careful management and development. † (Blackett, in: Murphy, 1989).Kotler/Pfoetsch (2006) have proved that B2B branding offers strong competitive advantages, â€Å"by implementing a holistic brand approach companies can accelerate and i ncrease their overall success† compared to companies that do not go the path of B2B branding. Brands should be seen in a holistic manner where all activities of a company should be integrated to get the maximum advantage (Kotler/Pfoertsch, 2006). Strategic success might be achieved through leveraging the brand, because the brand is one of the most strategic and worthy assets a firm owns.Possibilities to leverage the brand include line extensions, stretching the brand vertically, brand extensions, and co-branding (Pfoertsch/Schmid, 2005). Co-branding means that two brands form an alliance in one or several areas that lead to a new product branded with both brands. Ingredient branding, on the other hand, is a brand that is solely used as a component of a branded article (Riezebos, 2003). According to Norris (1992), there are two relevant criterias that must be fulfilled for ingredient branding. First, the component can only be bought and consumed by consumers as a part of the br anded article.Second, the brand name of the component is only used for such an ingredient (and not for ‘normal’ branded articles as well). 2. Can you ingredient brand where branding is not a common phenomenon? The reason companies start to co-operate is due to technological and psychological changes of the business environment. There are two reasons why this occurs (Uggla, 2000): First, technology and new distribution patterns open up new possibilities for cooperation where brand extension and brand alliances become more interesting from a strategic point of view.Second, consumers look for risk reduction, and brand extension and brand alliances might be the right strategies to reduce consumer risk. Strategies to meet the demands of a changing world are co-branding and ingredient branding. There are some good examples of ingredient branding of durable goods on the market, such as Shimano as a component supplier of cycles, and Intel in the computer industry. Intel, for in stance, â€Å"positioned itself to be the heart and soul of personal computers.The strategy was to create a brand, and it worked – for PCs† (Karolefski, 2001). In other industries that produce industrial goods, like the car industry, ingredient branding has not been a common strategy. The primary question that guides us through this paper is: Is it possible for industrial goods industry like the automotive industry to adopt an ingredient brand when ingredient branding is not a common phenomenon? 3. Analyzing with real world data In this paper, real world data from two different companies were collected and compared.A qualitative approach was chosen, which enables us to analyze, understand and interpret the situation rather than giving standardized results. The aim was to understand the strategy of ingredient branding as a whole. Research was mainly based on collecting data through interviews with decision makers (respondent interviews), which implies that the interview s are of a strategic nature. A case study approach gives the possibility of getting deeper insight into a certain problem or situation and to ascertain how interviewees perceive their situations.The presented cases are Bosch and Autoliv, two companies representing the car SUPPLIER manufacturing industries. Since this study aims to help understand why and under what circumstances companies choose an ingredient brand strategy, the case study approach was seen as the most appropriate. The Robert Bosch GmbH, Stuttgart offers a wide range of products to the market, both as a supplier to different kinds of manufactures, as well as a producer of consumer goods. It had 2007 a turnover of â‚ ¬46,7 billion and employs over 271,000 people in about 50 countries.Today, 70% of Bosch turnover is from the car industry – it is a pioneer in the automotive supplier industry, with products that include ABS and ESP, injection systems, brakes, starter motors and alternators. Another major car s upplier, Autoliv Inc. is headquartered in Stockholm, Sweden, the result of a merger between Autoliv of Sweden, founded in 1953, and the American company Automotive Safety Production, started in 1997. Autoliv of Sweden was the inventor of seat belts, which first came onto the market in 1956, and developed the first airbag for cars in 1980.Autoliv has about 30% market share in its segment on a worldwide basis, and employs about 6,000 people, with sales in 2004 of $ 5 billion. 4. Leveraging the brand for industrial goods If a company realizes that it cannot capitalize on its own brand alone, it might choose to capitalize on another brand. This implies that company A wants to â€Å"borrow† association of a brand from company B. It follows that company B in turn must also want to have something from A, since B must also benefit from its association with A.Generally speaking, three prerequisites must be fulfilled before company A and B collaborate: 1) Both companies must have suffi cient brand equity, otherwise they would not be able to â€Å"borrow out† any associations (Keller, 2003); 2) company A and B should have a common basis of associations, meaning that A and B’s identity should have a certain degree of fit (Riezebos, 2003); and 3) that company A should be able to â€Å"offer† associations which B does not have and vice versa (Park/Jun/Shocker, 1996). (1) Sufficient brand equity The first prerequisite in terms of brand identity is that both brands have ufficiently strong and unique associations; that both of the brands (ingredient and host brand) separately have enough brand equity (Keller, 2003, p. 362). In this study, the question is whether Autoliv and Bosch each offer enough brand equity so that they could be potentially interesting partners for a host brand seeking to leverage its brand identity. The brand equity of Bosch can be rated as high. Bosch has successfully leveraged its own brand with brand extensions and line extens ions. Bosch, in its beginnings, was a producer of car parts like starting motors and alternators.Over time, Bosch began to capitalize and leverage its own brand by extending their product range, including the development and production of power tools, mobile telephones, security systems, and industrial packing machines. The other company in this case study, the car safety producer Autoliv, is a well-known brand among B2B customers. Autoliv wants to work together with the best automotive companies in the field of car safety: â€Å"The identity of Autoliv is a company that always has the technical leadership in the area of car safety equipment like airbags and seat belts.Autoliv strives to always be the first with technical development in their area. † (Mats Odman, Autoliv). (2) Common basis of associations The second prerequisite is that the companies working together should have a certain degree of similarity in their brand identity (Riezebos, 2003). According to Keller (2003 ), the logical fit (image and product) between the two brands is the most important requirement for a successful collaboration between two brands.That means a) that both companies’ brand identities (host and ingredient brand) should be in correspondence with each other, and b) that the ingredient offers complementary brand associations. Main associations connected with Bosch are: quality and innovation. Most car manufacturers have these associations as well, therefore, a common basis of associations does exist. Bosch representatives say that â€Å"products from Bosch contribute key values to the brand such as a promise from Bosch about product quality. Bosch products are also innovative in the car industry which is reflected in their slogan ‘We bring innovation’, e. . Bosch was first to introduce engine injection systems with 1600 bar pressure† (Stefan Seiberth, Bosch). On the negative side, Bosch has the problem of being a supplier to virtually every car manufacturer in the world, and these car manufacturers have widely different brand identities (e. g. the brand identity of BMW is totally different than that of Volkswagen). Autoliv can be more precise in common associations. Autoliv aims to develop projects with car manufacturers that are striving for the latest technology in car safety, most likely with car manufacturers in the premium segment.A logical fit exists here because Autoliv has the same aim of technical leadership as the car manufacturers they choose to work together with. (3) Offering complementary associations Finally, cooperation between brands will only work if the partner brand offers complementary associations, which the host brand does not have, and vice versa (Park/Jun/Shocker, 1996). The concept of brand identity system is central here (Aaker, 1996), and includes the following definition: â€Å"Brand identity is a unique set of brand associations that the brand strategist desires to create or maintain.These as sociations represent what the brand stands for† (Aaker, 1996). Brand identity consists of twelve dimensions organized around four perspectives – the brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin), brand-as-organization (organizational attributes, local versus global), brand-as-person (brand personality, brand-customer relationships), and brand-as-symbol (visual imagery/metaphors and brand heritage). Though not all perspectives might be appropriate for every brand, it should help firms to consider different brand elements to be able to enrich and differentiate their brand identity.The brand identity model is structured into core and extended identity. The core identity is the timeless and central essence of the brand. Therefore, it will most likely remain constant while the brand is stretched to new markets and products. The extended identity consists of brand identity elements, which complete the core identity, such a s a slogan, sub-brands, and the brand personality (e. g. reliable, American, German engineering, friendly). [pic] Figure 1: Aaker’s model for brand identity modified with results from the case studyTo be able to identify and analyze what the case companies Bosch and Autoliv have to offer to their partners (host brands) in terms of desirable attributes, the above figure based on Aaker’s (1996) model summarizes the most important advantages of the examined cases. The reader should note that this paper is based on a study from the supplier’s perspective (partner brand). Therefore, spill-over effects which the case companies might receive from the producer side are not examined. Bosch offers associations which the partner brand possibly does not have.Attributes like ‘German engineering’, ‘reliable’ and ‘innovation’ could be easily used and benefited from by car manufacturer building middle and lower-class cars. Autoliv’s contribution to collaboration is technical leadership. One could say that Autoliv is a premium brand in their field of competence, thus offering strong associations in quality. To summarize, we can conclude that brand equity is one of the most, if not the most, valuable assets a company has. The company’s brand identity is the most important factor in creating or pushing the company’s brand equity.Company’s management should continuously try to leverage the brand’s identity. Our case companies Bosch and Autoliv prove that leveraging is fully possible in the area of industrial goods 5. Fit between brands So far, the authors have analyzed whether the examined companies and the industrial goods sector could offer enough brand equity and possibilities to leverage. In other words, up until this part of the analysis, we have looked upon whether our case companies would be interesting partners for the producers in their industries, and if the case companies ful fill the prerequisites to make co-branding successful.Now let’s look closer into the fit of brands and the field of brand association base. Image transfer What does theory say about the transferring process? Riezebos (2003) defines image transfer through the term deductive inference, which is the deduction of results/conclusions from brand images already in existence. Deductive inference is important when associations from one brand or entity is carried over to another brand/entity.For the transfer process, a source, which consumers must have certain associations with in terms of where it comes from, and a target (inductive inference, meaning that the associations load the image of the target) is needed. In summary, image transfer is a positive transfer from source to target, and similarly a positive feedback from target to source (Riezebos, 2003). For transferring associations, it is both necessary that source and target have something in common (e. g. common brand name), an d that the target evokes certain brand associations.Ingredient branding and co-branding are brand-stretching strategies based on image transfer. Critical success factors for image transfer are 1) the sources’ level of brand-added value, 2) how the products are related to each other (target and source should only to a minor degree differ from each other), 3) the target group similarity (Park, 1991), and 4) family resemblance (different packages sharing the same facings). Brand association base Simonin and Ruth (1998) stress the fit between brands (and between the products), which significantly affects the attitudes towards the alliance.Leading researchers agree that companies should integrate the brands they cooperate with within their overall brand architecture. The authors have used the brand association base described by Uggla (2003) to examine the question of fit. The result can be seen in the figure below where the association base model has been modified with the finding s from the case studies. The association base is a relevant tool for this purpose – to organize brand alliances and the brand structure from a leader brand perspective and intention.The association base describes how brands can be organized together. The model contains four different core components: leader brand associations, partner brand associations, institutional associations and the customer’s brand image. In a cooperation of brands, the advantage for the leading brand is that it adds values and positive associations to the product. The partner brand gets access to the distributions channels leading to the end-consumer market. The collaboration between the leader brand and the partner will determine an association base.The customer will evaluate the perceived equity from the association base and shape a specific brand image (Uggla, 2001). Figure 2: Modified brand association base (Uggla, 2003) Bosch, as a car part producer with German quality and innovation as th eir base of associations, could definitely contribute to the car manufacturer’s base of associations as for Mercedes-Benz: Enduring Passion. Autoliv has valuable associations for a potential host brand in terms of car safety. On the other hand, Autoliv does not build brand value, Autoliv would be a weaker partner brand according to the collaboration theory.The partner brand should help to expand the base of associations of the leader brand, and the partner brand’s core identity should lead into the direction the leader brand wants to go to, and the direction should be defined by the leader brand. The partner brand should also help to strengthen the base of associations while bringing in exclusivity and differentiation. Once more, Bosch has proven to be a valuable partner when tested against this theory. Autoliv stands weaker in this respect because the company is not actively building brand equity towards the final customer.To summarize, Uggla (2003) suggests that a le ss familiar leader brand should be connected to a strong partner brand with high brand familiarity. A lesser-known and/or unfamiliar car manufacturer (e. g. Asian car manufacturers who want to enter new markets outside Asia) using Bosch in-car equipment, for example, would be a positive example of this guideline. Functional and emotional incentives for brand collaboration A way of defining the motives for collaboration is given by Uggla (2001). He suggests a model based on a matrix, which is divided into emotional and functional benefits, to be able to understand why brands engage in co-operation.The model is based upon Aaker’s theory about the brand’s identity, but focuses on how the components of the value proposition are divided and shared among partners. The model divides the brands engaged in co-operation to a leader brand and (one or more) partner brand(s). The leader brand can choose to develop own associations or choose to capitalize on other brands’ ass ociations. The partner brand’s contribution should be to expand to the leader brand’s base of associations and add critical physical and/or emotional attributes.Two different incentives for collaboration are functional and emotional benefits (Uggla, 2001). An example for a functional alliance is Intel because Intel contributes with a product (the processor for a computer) for which they have core competence. With emotional incentives, the aim of the leader brand is to endorse reputation (Cooke, 2000), which is the aim to get a better image and/or quality association with the help of the partner brand. On the other hand, the partner brand can profit from the leader brand’s functional attributes. [pic] Figure 3: Applied incentive model from leader and partner brand perspectiveThe authors have modified this model in respect to the case analysis (see Fig. 3). As mentioned above, a brand that wants to lend associations to another brand strong must have strong incenti ves that can be either functional or emotional. For car producers, working together with Bosch could gain core competence and expand the value proposition (e. g. Bosch as a technology leader in ESP, ABS and diesel technology). This is according to the theory (Uggla, 2003), which says that collaboration based on functional incentives implies that the one brand contributes with core competence.Bosch would also profit from brand collaboration through shared costs in R&D. Bosch might expand the legitimate territory for their products if the car manufactures allow Bosch to brand their ingredients. Accentuating emotional attributes are also a possibility for Bosch: â€Å"It is our strategy to position Bosch as an innovative, international, modern company† (Stefan Seiberth, Bosch). A car producer might also want to work together with Autoliv based on functional motives because Autoliv has core competency and is a leading manufacturer of car safety equipment (intelligent seat belts, irbags, etc. ). The focus for Autoliv is choosing partners who have a commitment to actively work with the development of safety in cars. As it is the case with Bosch, Autoliv would gain from collaborations by sharing costs for R&D. Emotional incentives are also important for the company and play a certain role in choosing partners for a new project, according to Autoliv. The image of the car manufacturer is important; therefore, the company strives to share development with car manufacturers in the premium segment† (Mats Odman, Autoliv).To summarize, according to the incentive model, both Bosch and Autoliv offer sufficient incentives, both from partner brand as well as from the leader brand perspective. 6. Results: Transferring successful ingredient branding to the car industry The authors have taken into account the findings from the secondary sources of Moon (2002), Aaker (1996), and Keller (2003), all of which present a deeper analysis of ingredient branding strategies, an d have compared these findings with the information from the car suppliers Bosch and Autoliv.We first want to emphasize that successful companies invest in and put the brand first. Moreover, the most effective strategy for a company is to become a brand-driven organization (Kotler/Pfoertsch, 2006). These companies not only differentiate themselves through their technology, but also through their level of service and through all employees working effectively towards the success of the brand, and thus, the company. In addition, ingredient branding is a form of multi-stage branding (Baumgarth, 2001). Therefore, the whole value chain, from (ingredient) producer to the final customer, needs to be considered.In the case of Bosch or Autoliv, the retailer, the producer of the final good, and the final customer need to be connected. This implies that all downstream markets need to be part of the strategy. Hillyer/Tikoo proved that consumers are cognitive misers (Hillyer/Tikoo, 1995). This me ans that consumers simply trust that a well-known manufacturer would not allow itself to collaborate with a low quality supplier. This has been proven with the success of Intel. Customers simply transferred the decision making to the computer manufacturers by trusting that the manufacturers have chosen the right microprocessor supplier, Intel.In terms of transferring these findings to the car industry, Autoliv could step into the shoes of Intel. Autoliv could act as a retrieval cue (Hillyer/Tikoo, 1995) for potential car buyers, where the car buyer trusts the car manufacturer to have picked a trustworthy brand in the area of car safety. Also, for a successful ingredient branding strategy, it is crucial that the right opportunity in time be identified. If we look at the success of Intel, often regarded as one of the most successful ingredient branders, one aspect that is different between Intel and the automotive industry is the timing of the ingredient branding.The computer industry matured during an era when computer sales were strongly on the rise accompanied by a period of increasing sensitivity to the value of branding (Cook, 2003). The car industry is already mature, therefore, the timing is not optimal for an ingredient brand strategy: â€Å"It would be great to replicate [Intel’s success in the automotive industry], but it’s 80 years too late to do it† (Klaus Deller, Bosch Group, in: Cook, 2003). The authors want to stress though, that even the car industry will offer windows of opportunities, especially when supplier come up with decisive inventions and innovations.Another factor to consider is that In contrast to the situation like Intel, where producers were actively looking for co-operations, car manufacturers often want to control their brand image and are currently not actively seeking brand collaboration with supplier. This fact makes the ingredient branding strategy even more complicated to implement. A solution to this woul d be for suppliers like Autoliv and Bosch to adopt a pull strategy by creating consumer demand.The pull principle is also the basic underlying concept that is best suited for ingredient branding, meaning that the ingredient manufacturer directly addresses the final customer (Pfoertsch/Schmid, 2005). Bosch is, through its automotive advertising campaigns in 2006 and 2007, on its way to utilizing such a strategy. Building strong association could even be implemented into the car industry. The OEM’s in the car industry could effectively promote their associations, which in the case of Bosch could be ‘braking safety’ (ABS, ESP), and ‘passenger safety’ (Airbags), in the case of Autoliv.The authors conclude that it is entirely possible for auto suppliers to establish an ingredient branding strategy. Bosch and Autoliv proved to have substantial possibilities for ingredient branding. This conclusion can be drawn through congruence of findings of the empirica l research with theory. It is vital to the success of the strategy, though, that the whole organization not only strives for the same objective, but also consistently delivers the brand promise. Only with this â€Å"quality thinking† in the organization, can an ingredient succeed in the final industrial good.And – not to forget – it is time-consuming to create and establish a brand. Therefore, the overall strategy needs to be a long-term engagement in the marketing and branding investment. 7. Suggestions for future research This paper has examined the question of ingredient branding as a viable strategy for producers of industrial goods. In particular, we tested automotive suppliers Autoliv and Bosch (Norris, 1992; Keller, 2003; Riezebos, 2003). Since the scope of this paper could only cover the basics of this question, it would be interesting to go deeper into other aspects.A question for further research would be to find out how a model of the appropriateness of ingredient branding could be derived. Further research could cover even more industry segments in B2B marketing, thereby giving deeper insights into why certain industries have seen companies with successful ingredient branding, while others have not. Additionally, to discuss questions about an implementation strategy for ingredient branding needs more insight and research, including a possible guideline for companies that have decided to brand its ingredient.Examples from other industries could also be examined since the implementation process is very complex and many aspects need to be considered. Literature Aaker, D. A. , and Joachimsthaler, E. , â€Å"Brand Leadership†, The Fress Press, New York, 2000 Aaker, D. A. , and Keller, K. 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Reinventing the Brand, Kogan Page, London, 2001 Kapferer, J. -N. , â€Å"Strategic Brand Management†, Kogan Page, London, 1992 Karolefski, John, â€Å"Intel Outside†, www. brandchannel. com, 2001 Keller, K. L. , â€Å"Conceptualizing, Measuring, and Managing Customer- Based Brand Equity†, Journal of Marketing, January 1993, pp. 1-29 Keller, K. L. , Strategic Brand Management: building, measuring, and managing brand equity, Prentice-Hall International (UK) Limited, London, 1998 Keller, K. L. , Strategic Brand Management: building, measuring, and managing brand equity, Prentice-Hall International (UK) Limited, London, second edition, 2003 Kotler, P. et al. , Principles of Marketing, Prentice Hall Europe, 1996 Kotler, P. , and Pfoertsch, W. , „B2B Brand Managementâ€Å", Springer, Berlin/Heidelberg 2006 McCarthy, M. S. , and Norris, D. G. , â€Å"Improving Competitive Position Using Branded Ingredients†, Journal of Product & Brand Management, Vol. 8, Nr. 4, 1999, pp. 267-285 Moon, Y. , â€Å"Inside Intel Inside†, Harvard Business Review, October 15, 2002 Norris, Donald G. , â€Å"Ingredient Branding: A Strategy Option with Multiple Beneficiaries†, The Journal of Consumer Marketing, Vol. 9, No. 3, 1992 Park, C. W. , Jun, S.Y. , and Shocker, A. D. , â€Å"Composite Brand Alliances: An Investigation of Extension and Feedback Effects†, Journal of Marketing Research, Vol. 33, 4, 1996, pp. 453-466 Pfoertsch, W. , and Schmid, M. , „B2B-Markenmanagement: Konzepte – Methoden – Fallbeispieleâ€Å", Franz Vahlen, Munich, 2005 Pfoertsch, W. , and Mueller, J. Die Marke in der Marke Bedeutung und Macht des Ingredient Branding, Springer, Berlin/Heidelberg 2006 Riezebos, Rik, â€Å"Brand Management: A Theoretical and Practical Approach†, Pearson Education Limited, 2003 Simonin, B. L. , and Ruth, J. A. â€Å"Is the Company known by the Company it keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes†, Journal of Marketing Research, Vol. 35, February 1998, pp. 30-42 Uggla, H. , â€Å"The Brand Association Base: A Model for Strategically Leveraging Partner Brand Equity†, Unpublished Paper, 2003 Uggla, Henrik, †Managing the Bra nd-Association Base†, Akademitryck AB, Edsbruk, 2000 Uggla, H. , †Organisation av varumarken†, Liber Ekonomi, Malmo, 2001 Uggla, H. , †Varumarkesarkitektur – strategi, teori och kritik†, Liber Ekonomi, Malmo. 001 ———————– [1] Waldemar Pfoertsch – Professor of Business Marketing – CEIBS China Europe International Business School Shanghai – Hongfeng Road Shanghai – 201206, China – Tel: +86(21) 28905662 – [email  protected] edu and Professor of International Business – Pforzheim University – Tiefenbronnerstrasse 65 – 75175 Pforzheim, Germany [2] Johannes Rid, National Sales Manager, Pirelli Tyre Nordic AB, Gustavslundsvagen 141, P. O. Box 14147, 16714 Bromma, Stockholm, Sweden,Tel: +46. 8. 6220850, Fax: +46. 8. 7550941, johannes. [email  protected] et [3] Christian Linder – Research Assistant – Pforzheim Business S chool – Pforzheim University – Tiefenbronnerstrasse 65 – 75175 Pforzheim, Germany – Tel: +49 7231 28-6466, christian. [email  protected] de ———————– Bosch: Expand the legitimate territory Emotional incentives Functional incentives Bosch: Expand value proposition, modify brand personality Bosch: Engineering core com Autoliv: Core competence in car petence safety Partner brand perspective Leader brand perspective Bosch: Cost efficiency (R&D), Short cut to awareness and distribution. Autoliv: Cost efficiency (R&D)Institutional Associations Image Transfer Identity Transfer Customers’ image of the brand Leader Brand Associations e. g. Mercedes-Benz: Enduring Passion [pic]*fgyz}†°S? z  Ã‚ ©? iO?  ©i? i~? i? hM8([email  protected]>zhuT;CJOJ[4]QJ[5]^J[6][email  protected]>zhuT;5? 6? 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