Relationship between Fiction and Reality Explored in The...

Relationship between Fiction and Reality Explored in The Things They Carried In many respects, Tim OBriens The Things They Carried concerns the relationship between fiction and the narrator. In this novel, OBrien himself is the main character--he is a Vietnam veteran recounting his experiences during the war, as well as a writer who is examining the mechanics behind writing stories. These two aspects of the novel are juxtaposed to produce a work of literature that comments not only upon the war, but also upon the actual art of fiction: the means of storytelling, the purposes behind them, and ultimately the relationship between fiction and reality itself. Through writing about his experiences in Vietnam,†¦show more content†¦This novel is written in this way: characters such as Curt Lemon are killed and then later introduced, or the narrator undercuts what he has previously lead the reader to believe, as in the case of Norman Bowkers suicide. A true war story is distinguishable by the way it never seems to end. Not then, not ever (76). None of the anecdotes in this novel demonstrates complete closure, except perhaps in the case where the character was killed. Even then, however, that particular loss had an impact upon the lives of the people who have survived. Even the end of the novel itself is indefinite and without resolution. Most importantly, In a true war story, if theres a moral at all, its like the thread that makes the cloth. You cant tease it out. You cant extract the meaning without unraveling the deeper meaning (77). Through extracting the true meaning of The Things They Carried, it is impossible to miss the deeper relationship that is being expressed in this novel and the true motivation behind the narrators storytelling: the relationship between stories, reality, and time. As the narrator, OBrien often comments upon the concept of time, such as in the section On the Rainy River: Looking back after twenty years, I sometimes wonder if the events ofShow MoreRelatedA Soldier’s War2706 Words   |  11 Pagesliterature of record . . . [in] contemporary war fiction† (Smith 12). Like Hemingway,1 O’Brien takes on a journalistic approach to his novels. Narrating with his typical method of fragmented stream-of-consciousness, Tim O’Brien recalls his past experiences as a soldier and creates a meta-fiction that illustrates the Vietnam War as a senseless paradox. Fusing physical incident and creative writing, O’Brien establishes his novel in the form of a meta-fiction. The disparity is O’Brien’s first tool in developingRead MoreDiscuss The Article ‘Reinforcing The Myth: Constructing1546 Words   |  7 Pagesmyth: Constructing Australian identity in â€Å"reality TV† ’. The main contention in Price Erma’s article ‘ Reinforcing the myth: Constructing Australian identity in â€Å"reality TV† ’ which published online on May 2010, is to portray the myth of Australian identity shows in TV that there is a balance to measure how much is true, how much is false. Erma leads the reader to understand that the myth is against ‘reality TV’ because there always has tension between ideas of credibility and performance even TVRead MoreThemes Of Illusion And Reality By Bret Easton Elliss Trainspotting And American Psycho 2248 Words   |  9 PagesTrainspotting by Irvine Welsh portrays a drug addict who rejects any conventions of normalcy in the pursuit of an alternate reality. American Psycho by Bret Easton Ellis does the same through the depiction of a rich and greedy Wall Street tycoon. This essay will closely analyze the themes of illusion and reality in Trainspotting and American Psycho. The relationship between the fa ntasy world and the â€Å"real† world in these texts are closely linked and aid the narrative in a criticism of social andRead MoreDeath Of A Salesman By Arthur Miller1870 Words   |  8 PagesWilly s inability to distinguish between reality and illusion. Willy has created a fantasy world for himself and his family, a world in which he and his sons are great men who have what it takes to make it in the context of business and free enterprise. In reality, none of them can achieve greatness until they confront and deal with this illusion. An illusion is some event or object that appears to have existence but is actually does not, whereas, reality is composite of objects which haveRead MoreHistory of the Development of the Short Story.3660 Words   |  15 PagesStory. Basic Literary Elements of The Short Story. 1.1.History of The Development of The Short Story. 1.1.1.Early Forms.Origins. The short story refers to a work of fiction that is usually written in prose, usually in narrative format. This format or medium tends to be more pointed than longer works of fiction, such as novellas (in the 20th and 21st century sense) and novels or books. Short story definitions based upon length differ somewhat even among professional writers, due somewhatRead MoreTheories of Corporate Personality4403 Words   |  18 PagesTheories of Corporate Personality MANAS AGARWAL 5th Semester BA LL.B (B) School of Law Christ University Bangalore INDEX * Research Methodology * Introduction * The Common Law Perspectives * Fiction Theory * Concession Theory * The Purpose Theory * Bracket Theory * Realist Theory * Why Corporations? * Corporate Personality And Limited Liability Cases: * Macaura v. Northern Assurance Co. * Lee v. Lee’s Air Farming * Salomon v. SalomonRead MorePiercing the Corporate Veil2817 Words   |  12 Pagesto set aside the separate legal personality of a company. Separate legal personality i.e. where a company is regarded by the courts as a legal person with its own rights and responsibilities and that it is capable of owning property amongst other things. Laffoy J stated in Fyffes Plc v Dcc Plc Ors , It has been a fundamental principle of Irish company law since the decision of the House of Lords in Salomon v. Salomon and Company Limited [1897] A.C. 22 that a company registered under the CompaniesRead MoreLiterary Analysis Of Mean Time, By Carol Ann Duffy2469 Words   |  10 Pages Curiosity is one of the recurring themes in Carol Ann Duffy’s collection of poems Mean Time, and it is explored in a number of interesting ways. One way in which she explores this theme, for instance, is through the use of an adult persona recollecting or reminiscing about childhood experiences. Similarly, in the novel Waterland Graham Swift also presents curiosity as a central theme of the narrative. In his novel, curiosity appears to be the catalyst behind many of the incidents that occur throughoutRead MorePostmodernism and Identity in Haruki Murakami’s Hard-Boiled Wonderland and the End of the World2797 Words   |  12 PagesAndrew Davis December 12, 2013 English 181 Professor Kappeler Postmodernism and Identity in Haruki Murakami’s Hard-Boiled Wonderland and the End of the World Since the Age of Enlightenment, the ideas of identity and consciousness have been explored by philosophers, psychologists, writers, and more. Since then, the definition of what identity is has changed and evolved, leaving the true, overarching definition unknown. In his novel Hard-Boiled Wonderland and the End of the World, Japanese authorRead More Attitudes Towards the War in Regeneration and All Quiet on the Western Front2528 Words   |  11 PagesFlexner Regeneration is an anti-war novel, reflecting the issues and the concerns in wartime Britain. All Quiet on the Western Front is also an influential anti-war novel and an important chronicle of World War 1. Both are historical fiction set near the end of the war, 1917-1918. The two texts explore similar themes in condemning the war. Remarque’s novel (All Quiet on the Western Front) is a profound statement against war, focusing especially on the ravaging effects of war on the

Differences Between Old Traditional News Platform And...

Final Literature review Kleijnen et al. (2007) said, Telephone industry has been significantly impacted by the mobile phones and most of the times titled as ‘the new service frontier’. They provide the functions that are over the individuals need for communication. Past studies shows the corresponding and non-corresponding effects of new technology. This made it important to consider the interplay between old traditional news platform and mobile news application. For example, mostly corresponding effects were seen between the old and new technology under user-centric approach whereas non-corresponding effects came out under medium-centric approach (Chan-Olmsted, Rim and Zerba, 2013). Particularly, in a study by Dimmick, Feaster, and Hoplamazian (2010) showed the displacement effect of old news media by mobile news. However, it doesn’t mean that the traditional platforms would cease to exist. Different consumer groups would be served by new media complemented by traditional media in varying degrees (Nguyen and Western, 2006). Degree of correspondence or replacement might vary between the traditional news platforms and new media, depending upon the characteristics of the users. It was found that mobile media is surrounded by rapidly evolvi ng technology and services, thereby it cannot be researched as a single innovation (Wirth, Von Pape, and Karnowski, 2008). An individual’s attitude towards adopting and using the technology depends upon the belief that the person holdsShow MoreRelatedGps Limitations And Limitations Of Gps1304 Words   |  6 Pagesinterest for localizing is highly dynamic. †¢ Speed and reliability: Mobile phone GPS users usually experience slow updating of their locations. And since GPS requires LOS paths to satellites and stable signal coverage, GPS is not practical or available in many cases. Thus, techniques assisting GPS with LPS components have received many attentions from both industry and academia in recent years. An approach widely used on mobile phone navigations is cellular networking based localization. The globalRead MoreGps Limitations And Limitations Of Gps1304 Words   |  6 Pagesinterest for localizing is highly dynamic. †¢ Speed and reliability: Mobile phone GPS users usually experience slow updating of their locations. And since GPS requires LOS paths to satellites and stable signal coverage, GPS is not practical or available in many cases. Thus, techniques assisting GPS with LPS components have received many attentions from both industry and academia in recent years. An approach widely used on mobile phone navigations is cellular networking based localization. The globalRead MoreA Study On The Purpose And Utilization Of Users Application2324 Words   |  10 PagesWhatsApp application by college students in Salem District R. Venkatesh Aravindh S.Sree Govind Baratwaj Ph.D. Research Scholar, Dept of Journalism Mass Communication, Periyar University, Salem, TN, India – 636011, Contact: rvenkatesharavindh@gmail.com / 9445759491 Ph.D. Research Scholar, Dept of Journalism Mass Communication, Periyar University, Salem, TN, India - 636 011, Contact: baratwazamj@gmail.com / 9790339949 Abstract Whatsapp is an instant cross platform messaging application , itRead MorePersonal Branding1628 Words   |  7 Pagesappropriate social media platforms such as LinkedIn, Facebook and Twitter. It gives and insight on strategies for using social media for career advantage, privacy issues and its future outlook. From the job seeker side, traditional resumes don’t differentiate our brands because they don’t capitalize on our personalities and our industry voice (Musgrave, 2007). Now, instead of just having a resume, we will all have to communicate online, share our knowledge, and make new connections— just about everyRead MoreThe Signal Data Obtained Through The Measurement Phase1818 Words   |  8 PagesSince, due to many factors range data often gets attenuated by noisy signal measurements, optimization methods are to be employed to filter the noise and arrive at a more definite position estimate. Lateration:When ranges between anchor nodes and the mobile node can be determined, lateration is used to estimate position [35]. For two-dimensional localization, three range measurements from known positions (anchor nodes) are required. Radius of a circle of each category as anchor nodes asRead MoreDigital Technology : The Modern Method Of Global Exposure And Communication1734 Words   |  7 Pagescommunication rather than the actual technologies themselves (such as the internet or mobile phones). When you look closely at the differences between â€Å"new† and â€Å"old† technologies, you will be surprised that it is a very short list. The use of radio, television, telephone, and picture-taking technologies display images, words, and sounds in relatively the same way as digital media does, only with improvement as to quality. Old and new media are orientation around the same uses, institutions, and support. I believeRead MoreAnalysis Of Lps Schemes Can Be Cat egorized From Different Perspectives1927 Words   |  8 Pagesfingerprints to absolute positions instead of logical positions. The vast development of mobile computing, wireless and sensing technologies provides various platforms and tools for localization systems for general or specific scenarios, and fertilize the diversity of LPS. It is necessary to examine technologies and platforms that localization systems are based on. A commonly used platform for LPS includes: †¢ Sensors: The most diverse and abundant group of technologies found in localizationRead MoreSocial Media Risks And Rewards2166 Words   |  9 Pagescategories are further divided into different parts of social media called as a unit which covers multiple aspects of risks and rewards. †¢ Privacy concerns †¢ Legal Polices, Regulations their implications †¢ Social media data and security †¢ Communication platform for business †¢ Other risks, Challenges and threats †¢ Other benefits, Opportunities and rewards The next section describes the characteristics of the studies and then a summary of the included articles is provided, followed by a description of theRead MoreThe Change And Evolution Of Print Communication2258 Words   |  10 PagesAnjali Thomas EGL 102 Professor Sloan The world we live in: From traditional to digital The change and evolution in print communication have been happening for a long time. It has been significantly seen more rapid and fast approaching over the recent years. Newspaper industries have been downsizing their papers over the country rapidly more than before and slowly turning to see the change in depending on the digital side. The digital replacement for these print media is not just seen in newspaperRead MoreInternet Based Marketing And Ordinary Marketing Essay1425 Words   |  6 Pagesrapid growth in the past two decades. Since the introduction of the World Wide Web (WWW) and development of browsers, the internet has become a popular platform for commercial transactions. The business world has become extremely competitive and there is a need for businesses to adopt new technologies in order to be competitive. The main difference between internet based marketing and ordinary marketing is that the internet is founded on abundance while the real world business is based on s carcity. The

Market Research for Ipod

Question: Discuss about the Market Research for Ipod. Answer: Introduction Piracy keeps on wreaking havoc on the music division, hitting offers of physical media hard. New plans of action, for example, publicizing upheld administrations, should be considered, however these are not yet demonstrated (Bilgihan 2012). This year saw the primary genuine strides to evacuate DRM on legitimately downloadable music, which could give a business support and will permit equal suppliers to contend on an extra equal balance with Apple's iTunes. In gadget terms, the iPod will progressively go under weight from met cell phones. Apple has propelled the iPhone in light of this, and it faces various difficulties, particularly in Europe, however late end-client inquire about demonstrates that the iPhone will discover support among European buyers, particularly inside its own client base. Obtainable iPod proprietors are expected, as non-proprietors to think about Apple for their next cell phone. Inside this gathering, this rating puts Apple on a standard with driving handset mer chants, for example, Motorola and Samsung (Boo 2013). What Information didManagers at Apple need to have? This Would justify the need forMarket Research, e.g. Skimming Skimming is alluded to as providing an object at a high rate; companies relinquishing deals to add to elevated resources. Agencies use this with a selected end intention to repay their cost of undertaking placed into the primary research of (Klein 2016). This system is frequently used to target early clients of an item/gain when considering that they are moderately much less price sensitive than others. Early clients are centered on both their requirement for the item being extra than others are or they understand the estimation of the item superiority to others. Regardless, this machine is utilized only for a restricted period as a method to get well a large portion of the speculation of a thing. As per Bilgihan (2012), the skimming price methodology is a high price technique, which gives a solid return on investment (ROI), however, risks a depressed volume of deals. Considering excessive charges and draw in piracy, coverage fees in opposition to piracy use up edges. Because of Apple, the clients are not pulled in with the aid of pirated editions of gadgets due to the photograph of the brand related to the snobbism of the items from Apples own line of products. In 2002, iPod exemplary price was the most noteworthy; accordingly, it was likewise shown as the time having the least deals. For instance, the Apple iPod great expenses throughout take account of $299 in 2003, $299 in 2004 and $249 in 2005 (Reinhard 2016). Principally, as giving new era replica of a great iPod, the organization was offering the past adaptation at the diminished cost. The skimming pricing methodology is introduced at two stages. To start with, the cost of a similar copy is lessening with age, particularly when Apple is giving the most up to date form of the iPod. Second, the cost of each innovative display propelled available is more affordable than its forerunner. To pick up piece of the pie, a vender cannot gravely depend on skimming procedures however should likewise utilize other pricing strategies, for example, price discrimination, which is the situation of Apple Inc. Ethical Considerations Some consumers are not concerned enough with the legality and ethicality of music pirates to pay for songs rather than download for free. Therefore, in this contention, on one side there is a fragment of music purchasers that unlawfully download pirated music records, in spite of the fact that it is uncertain that this movement brings about lessened deals, some part of these "privateers" might will to pay for legitimate downloads at a sensible cost. On the opposite side, there are the record marks, who have settled multimillion-dollar claims asserting value settling, who stick to high edges in spite of the conspicuous reserve funds in electronic dispersion, and who thusly sue their own particular clients who are found to have downloaded pirated music documents(Rothschild 2011). I acknowledge there are various intriguing moral inquiries that can be surrounded from this struggle. One includes the conduct of the individuals who share music records, making them accessible and downloading them. While this is plainly illegal, is it untrustworthy to privateer the music? The far reaching acceptance of this activity, at least in some sections of the population, suggests that this is viewed as rather much the same as recording a song off the radio than shoplifting a compact disk from a record store(Yasuda 2013). Some argue this is a type of civil rebellion designed to protest the excessive scope of copyright securities, and orderly cutoff points on dissemination and cost reduction. Price Sensitivity Price sensitivity of manufactured goods or services brings up the height of significance consumers put on the price compared to additional buying principle. Buyers search for excellence in a product, as they are generally not as much of sensitivity to prices as cost-effective consumers are. The point of responsiveness or sensitivity for (digital) merchandise is acknowledged as elasticity of demand in economics (Saul 2011). In the event that interest for an item changes a great deal when its value changes a little, it's referred to state that shoppers of that item are exceptionally price sensitive or value touchy. This frequently is the situation for items, digital merchandise for which there are numerous options, or when the item is a commodity, for example, music downloads on iTunes. Obviously, the inverse is valid as well. If there is little change in demand when costs change a great deal, the item is said to be less value-delicate, or inelastic. Regularly, this is the case for items and that individuals regard as provisions and are determined to buy at any cost. The nearness of couple of good substitutes, the riches and salary of the purchaser, and client reliability are additionally figures. Eventually, in any case, interest for any great merchandise will tumble to zero or, close to zero at a cost (Yanfei 2010). Current Online Sites Current online sites are enough of a hustle to warrant competition in the digital entertainment market. For instance, Spotify has been trying to replicate the business model of Apple. Spotify has an innovative approach in that users/consumers stream music rather than downloading it. Still in its initial days, the achievement of the iPod and iTunes have likewise demonstrated expanding gaps in the present model that should be settled - including the capacity to store and play illicit substance. On the other side, Apple may jeopardize its prevalence by really sealing the breach, the same number of clients have a gigantic measure of substance accumulated through. Concluding Remarks The test for Apple is to keep thinking of exclusive items that fuel its plan of action, which depends on advancement for the equipment and programming. Pricing methodologies of Apple incorporate placing the value high toward the beginning of pushing another item. Subsequent to increasing a few benefits from its initial clients who are regularly interested with innovation, Apple appears to diminish its costs to make it moderate and famous among other aggressive items. In addition, the ways that the iPod and iPhone costs adjust as indicated by clients and in addition geological areas. Fundamentally, the organization adjusts costs as indicated by the clients' capacity to pay in various nations. Notwithstanding applying forming and skimming pricing procedures, Apple additionally hones vertical packaging, connecting the utilization of iPod to the utilization of its iTunes marketplace. The organization contends that ensuring iTunes systems are in actuality empowering advancement. In any case, it additionally permits the organization to have power over a huge piece of players of compact digital medium, online video and online music marketplace. In the meantime, it keeps up adequate financial power in these business sectors to be in charge of customers prices, eventually it winds up influencing its purchasers shell out more money. Bibliography Bilgihan, A 2012, 'A study of accepted pricing points for in?room entertainment technology amenities by guests', Journal of Hospitality and Tourism Technology, vol 3, no. 1, pp. 24-31. Boo, LNS 2013, 'Festival tourism and the entertainment age: interdisciplinary thought on an international travel phenomenon', International Journal of Culture, Tourism and Hospitality Research, vol 7, no. 2, pp. 169-174. Klein, A 2016, 'Regulating online erotica ethnographic observations of a UK-based adult entertainment provider', Drugs and Alcohol Today, vol 16, no. 3, pp. 222-227. Reinhard E. K, FEJS 2016, 'Sport-related branded entertainment: the Red Bull phenomenon,', Sport, Business and Management: An International Journal, vol 6, no. 5, pp. 520-541. Rothschild, PC 2011, 'Social media use in sports and entertainment venues', International Journal of Event and Festival Management, vol 2, no. 2, pp. 139-150. Saul J. Berman, BBKF 2011, 'New business models for emerging media and entertainment revenue opportunities', Strategy Leadership, vol 39, no. 3, pp. 44-53. Yanfei L., JZ,VD,AI,CJ,SK,JTDW 2010, 'An entertaining robot prototype for pets', Journal of Engineering, Design and Technology, vol 8, no. 2, pp. 189-205. Yasuda, H 2013, 'Negotiating entertainment and education: a zoo in Japan', International Journal of Culture, Tourism and Hospitality Research, vol 7, no. 1, pp. 105-112.

Individual Assignment Classic Airlines Marketing Solution free essay sample

Bryan Spearman July 22nd, 2010 Abstract In the case study of Classic Airline (CA), the paper use problem-solving model to solve CA’s marketing problem. After taking into account of the internal and external pressures contributing the CA’s current crisis, the new objective of implementing strategic market plan to resolve solution is clarified; furthermore, potential issues of implementation is also considered to ensure impact of the plan. The paper will also highlight that implementation of improved CRM which expected to significantly improve the profitability of the organization. Successful implementation requires effective leadership, targeting market group, realizing shared vision among stakeholders and appropriate delivery strategies. Classic Airlines Marketing Solution For every successful organization, a question is often brought forward by the management: What philosophy should guide a company’s marketing efforts? Should organization focus its strength first on the interest of stockholder, the customers or the society? Often times, these interests are in conflict with one another. Since the mid-1950s, the marketing philosophy had shift from product centered â€Å"make to sell† toward customer centered â€Å"sense and respond† philosophy. Thus the questions of marketing are finding the product that fit customer’s need instead of other way around. [ (Philip Kotler, 2006) ] Facing fierce global competition, companies had realized the importance of retaining healthy customer relationship because every companies knows it is far more cost effective to retain a loyal customer than to acquire a new one. According to Plunkett Research Online, the 2009-2010 periods for commercial airlines are expecting some rough ride ahead: consumer budget is tight while companies are cutting down business traveling expenses. To combat with economical hardship, airlines are fighting to cut routes, removing older models of air planes and reduce the fuel cost; at the same time, competing on best price and total service package to the customers. [ (Plunkett Research Ltd. , 2009) ] The Problems at Classic Airline The Classic Airline (CA) is world’s fifth largest airline that operates 375 jets serves 240 cities with over 2300 daily flights. In the last 25 years, the company had grown into an organization of 32000 employees with multi-billion sales. [ (University of Phoenix, 2005) ] Due to the difficulties with increasing global competition, overexpansion within the organization, changes in customers spending, and increased concern with airline security; CA along with its competitors in the industry are dealing with issues of growing stress and reduced financial gain. Increased uncertainty had triggered a drop in stock price; thus CA has seen a 10% decrease in share price. To make the situation worse, the company had also shown 19% decrease in number of reward members and 21% decrease in flights per remaining member. (University of Phoenix, 2005) With rising cost especially in fuel and labor, CA is tight up financially in its ability to compete effectively in the market. Furthermore, the board of director mandated 15% cut in cost or the company will face bankruptcy. A key component of the business model affecting both competiveness and profitability is the structure of the marketing portfolio within the company. In fact, Classic Airlines is struggling with a number of marketing challenges both internally within their corporate culture as well as with their external marketing portfolio. Some senior executives such as newly promoted CEO Amanda Miller believed in focusing organizational resources on operational excellence and financial stability thus gives less attention to marketing. As a result, the shift in priority had caused the firm more vulnerable in this critical time which consumers needs should be valued as most important of all others. Meanwhile, CA’s competitors are learning fast in continuing improvement in customer satisfaction to regain their market share. Opportunity Identification Targeted at the problems at home, also lies opportunity to success. Because the executives of Classic Airline believes that they can turn the things around and improve the current situation, First opportunity is to increase customer satisfaction through the company’s existing program called Customer Relationship Management (CRM). Using this information, CA can determine what it needs to focus on to bring customers back. Though the CMO, Kevin Boyle is a big supporter of this program; he might be facing disagreement with other executives down the road during the implementation process since they don’t have much faith on how marketing department can be benefited from the program Stakeholder Groups and Shared Vision Stakeholder alignment is an important part of marketing planning thus holds a key to the success of implementation of problem solution. The potential of conflict of interest is inherent in any organization. Conflicts may exist whenever a group or an individual is paid to serve and support another from a position of assumed trust and responsibility. † [ (Emlyn Neuman-Javornik, 2006) ] Before any product reaches to consumers, it must connect with all stakeholders in every levels of the organization first because CA’s employees will be affected by these changes and so will their perfo rmance in the future. Can the risk due to the conflict of interest be eliminated once for all? Unfortunately, the answer is no; but the progression of actions that cause potential risky situation escalating to the point of destruction can be and should be prevented beforehand. [ (Emlyn Neuman-Javornik, 2006) ] The key step is management awareness and proactive action taken to minimize the risk factors. An effective risk-management program based on three critical phrases: Creation, Communication and Commitment. Creation is referring the solid cross-companywide statement of policy which states a clear expectation and govern ethical standard of conduct toward the all stakeholders including employee, managers, suppliers and officers; Communication, allows all levels of stakeholder to understand the statement policy and oversee any differences before it progresses; Last and most importantly, the commitment of employees, managers, partners and suppliers to invested in the company’s policy and shared vision as same as they are equally liable for the consequence if violates the policy. (Emlyn Neuman-Javornik, 2006) ] â€Å"The creative difference between reality and the vision is a way of seeing progress and an objective that serves as a motivator for a lot of people. † [ (Senge, 1997) ] Senge also states that the vision should come from all levels within an organization instead of being applied â€Å"top down†. Despite the individual belief and differences, it is vital for Cl assic Airline to establish a shared vision among all stakeholders in order for the organization continues creating value. In addition, the importance of a shared vision is the core of the company which allows teams learning to happen throughout the stages of product cycle. In fact, company that learns faster as a team than its competitor has a clear competitive advantage thus is more flexible toward changes. [ (Senge, 1997) ] In the case of Classic Airline, management had been working hard to maintain a high level of efficiency; however the passive approach has its limitation thus incapable of continuing improving when deals with worse market response. Therefore, the core competency must shift toward customer centered business operation. Employees must be encouraged to know and listen to the consumer’s voices which allow a clear channel of communication. As a result, the info collected from bottom up will help marketing team to shape a clear picture in how to meet market demand with effective strategic solution. In addition, a cross-function communication network must be established which integrated with CRM system to close the communication gap between external and internal stakeholders. Problem Solution An Overview of Customer Relationship Management â€Å"CRM systems can be viewed as information systems aimed at enabling organizations to realize a customer focus. † [ (Bull, 2003) ] Though CRM has gained an increasing popularity in improving and meeting marketing demand; however, the studies had shown a great number of failure in CRM implementation. According to Giga surveys: companies generally underestimate the complexities of CRM, lack of clear business objective and tend to invest insufficient resources into the program; thus Giga survey have estimated 70% of companies are likely to fail. (Whittle, 2001) ] The truth is that CRM system is evolving over the years as market demand changes. Because the leaders oversees not only the internal running of operation but also monitor the external environments changes; and are best positioned to set the vision and strategic direction for CRM project. In addition, the top executive is more cost aware than middle management thus has stronger control over the expenditure of project over the long run. [ (Bull, 2003) ] Classic Airline had earned $8. 7 billion in sales; however, the ineffective CRM system had reduced yields from consumers and failed to maintain loyal customers. The firm suffers CRM integration problem due to unclear direction in dealing with customer relationship. Therefore, a set of priorities must be established to set straight forth the focus of the CRM system which is to identify consumer needs, assisting market segmentation, discover value and cost driver, improving customer retention and leveraging stakeholder feedback. Holistic Market Approach Classic Airline could apply the concept of holistic marketing which based on four components: relationship marketing, integrated marketing, internal marketing and social responsibility marketing. The goal is to have more comprehensive approach that goes beyond the traditional marketing strategies in order to deliver highest value to the customer. [ (Philip Kotler K. L. , 2006) ] In the relationship marketing, the company can update and strengthen the CRM program to collect data required based on the goal to understand the need, wants and demand of the customers; as the same time, integrated marketing enable multiple marketing activities to communicate thus deliver value and maximize each activities’ joint effect. As a result, two objectives that can be achieved: lower the cost of marketing and implement a solid customer service solution to increase sales. [ (Philip Kotler K. L. , 2006) ] Notably, internal marketing must be incorporated into the solution process which to ensure every stakeholders within the organization embrace and participate the marketing principle especially the senior management. â€Å"Holistic approaches to CRM help organization co-ordinate and effectively maintain the growth of disparate customer contact points or channels of communication. [ (Bull, 2003) ] By placing CRM system as the heart of holistic marketing approach, new solution allows company undergoing transformation needed to emphasis on customer orientated business process with higher flexibility and adaptability to market changes. Identification of Right Customer Groups According to Newell, CRM is a useful tool in terms of identifying the right customer groups; in another word, assisting with market segmenta tion in order to provide appropriate service and product to different level of market groups. (Newell, 2000) ] The basic idea of market segmentation is that a company cannot have equally profitable relationship with all customers. By targeting consumer with different product and services according to their lifestyle, individual taste and financial ability will create a win-win relationship in which both parties received maximum benefit from one another. Newell had stated that identifying customer groups is the idea of distinguishing between transaction and relationship customers; which transaction customer are highly volatile thus have less to no loyalty other than obtaining the max benefit per transaction with best price. On the contrary, the relationship customer have far more potential for loyalty as they often prepared to pay a higher price within their financial ability for a range of reliable goods and services. [ (Newell, 2000) ] Generally, relationship customer will less likely to defect once establish a relationship; however, he will expect consistent quality service as a return for his loyalty. Relationship customer is far more cost effective than new customer because they had already understood the process and requires less persuasion; as the same time, he will be able to provide useful feedback to improve quality services of the organization. Delivery of CRM System Another dimension of market problem solution is CA’s ability to deliver the strategy successfully. CRM strategy is only effective if they deliver positive outcome; therefore, customer focused CRM system may not be enough with current consumer demand. Not only CRM will be able to assist the organization to predict future market demand, but keep the organization strong as a market leader. The studies had shown that fundamental goal of CRM is to improve organizational profitability though efficient and effective customer relationship. If the CRM strategy is struggling to impact profitability of organization after the initial implementation period; clearly, the strategy is failed to accomplish its goal. [ (Bull, 2003) ] In the case of Classic Airline, to revise and establish a stronger and effective CRM system: the top executive must clarify the expectation and announce an overarching theme to CA employees. The top executive must assume a strong leadership role within the organization to lead the transformation of the business process and passed down to the bottom level. When employees are more anticipated, the transformation process will be easier to implement. Value is ultimately built on the improved relational variables cultivated between business unit as CA experience learning as a team. As a result, manages and employees’ behavior will help improving the existing organizational culture so all stakeholders are motivated to work toward the common goal. Although the risks associated with transformation is relatively high, CA must utilize CRM system with proactive models to address the challenges/trends that market demand in a timely manner because strategy nd efficiency should always exist alongside each other. Alternative Solution and Benchmarking â€Å"When organizations want to improve their performance, they benchmark. That is, they compare and measure their policies, practices, philosophies, and performance measures against those of high-performing organizations anywhere in the world. † (James Cavanagh, 2000) Southwest Airline i s one of market leader in airline industry which has a reputation of delivering consistently high quality of customer service and employee performance. Southwest airline is reported that 2009 marked as their 37th year of consecutive profitability which proven their immovable leadership within the industry. (Gary C Kelly, 2009) During the period of recession, Southwest Airline had continued to dedicate quality of customer service as their top priority and led the industry with lowest customer complaint ratio. The organization is constantly seeking new opportunity to enhance customer experience. Examples of their initiatives are early bird check-in which encourage customer online-reservation; P. A. W. S that are welcoming customer with pet aboard and last, in flight internet that installing satellite-delivered broadband to onboard passenger. [ (Gary C Kelly, 2009) ] CA should learn from Southwest Airline which is developing strategic planning based on consumer focused philosophy. With new updates and perfected CRM system, CA will be able to establish more stable customer relationship in order to regain the competitive advantage in the market. Conclusion Marketing is the life and breathes of an organization, and the organization must be reminded how its strategic marketing solution should be based on consumer satisfaction consistently. Encompass the body of the paper, it is confirmed that CRM is a complex and holistic concept that requires appropriate business process and integrated systems. After identification of existing problems, alignment the stakeholders’ value and creation shared vision; Classic Airline had come to conclusion that in order for the successful implementation of updated CRM system to impact the profitability, CA need to execute effective leadership and risk management, targeting the right marketing group and evaluation within CRM strategies. The future of CA relies upon a collaborated effort infused with productivity and team work.