A Review On The War Prayer

A Review On The War Prayer Mark Twain, also known as Samuel Clemens, is the author of the War Prayer. The War Prayer is about a small town that prays for the victory of their soldiers against their enemies. A messenger from God comes to reveal to the town how selfish and brutal they are in the fervor of their wishes. He explains to them that the same prayer that their soldiers will crush the foe, although denoting victory for them, is wishing for violent and bloody deaths for those on the opposing side. By saying that you survived a tragedy where many other lives were lost because God saved you, is not only a selfish thought (because, you know, God loves you more than everyone else) but also does suggest that everyone else who did die were unworthy of Gods redemption. I believe that many people do pray the same as the congregation without realizing how their prayers, if answered, would harshly affect others. In this manner, I believe that The War Prayer is a very educational story. 2. According to Thomas Merton who are the sane ones and what do they do-compare them to the insane ones? The sane ones are the polite society. They are those who run world with a smile and a Blackberry. They are the à ¢Ã¢â€š ¬Ã‚ ¦well-adapted ones, who can without qualms and without nausea aim the missiles and press the buttonsà ¢Ã¢â€š ¬Ã‚ ¦(Pfohl pg.1) They protect us from the crazies. The sane ones are the high school football team/cheerleading squad assholes that would treat a homosexual the same as a rapist, because, in their minds, they are one in the same. They are most likely white and male. The sane ones, according to Thomas Merton, are the dangerous ones, for they will destruct us all with their cool calculations. The insane ones are those who fight and object to the sane ones. They are labeled insane because they are the losers, the 2nd to the sane, so they must be insane (as thought of by the sane ones). 3. According to the author of the text, the story of deviance and social control is a battle story: Winners get to dictate the terms and decide what groups or individuals are deviant and the losers are seen how? Explain and analyze, please. Stephen Pfohl, the author of our text, believes that the story of society is very much a battle story in which to win the battle is to lay claim to the behaviors and thoughts of all of society. The winners are allowed to deem what is normal, acceptable, and good. The losers ARE what is strange, repulsive, and all around, bad. The losers are caught up in the wake and whirlpool of oppressive social mores left behind by the winners. Winners exist because losers exist, and vice versa, Deviants are only one part of the story of deviance and social control. Deviants never exist except in relation to those who attempt to control them. Deviants exist only in opposition to those whom they threaten and those who have enough power to control against such threats (Pfohl pg. 3). The losers are seen as deviants, quite simply. 4. Deviants only exist in relationship to the people who create them. Explain and analyze this statement, please. Many view the people who contradict them or their beliefs in lifestyle as deviant. It is who they fear that they call deviant to their way of life. It is explained best in our textbook, Deviants exist only in opposition to those whom they threaten and those who have enough power to control against such threats (Pfohl pg. 3). An example of this ignorant kind of fear is the manner in which many political conservatives talk about President Obama. They view him as deviant because he threatens them. He is not who should be in charge because he is black and liberal, and wealthy and powerful enough to enforce his opinions and beliefs. In other words, he is different than the array of old, white presidents that came before him. They are frightened by what they do not know or understand so they classify him as deviant. I believe that this sentence is stating that those who you deem as deviant are probably only relevant or personal to you or your culture. In this way, choosing your deviants and demons is very much like choosing someone to befriend. 5. Do people categorized as deviants really behave in a more dangerous fashion than others? Give at least three examples of where this is not the case. No. Take for instance, homosexuals. They are but humans with a different sexual preference and although that does frighten some (I would attest that they are frightened because they have a scary stirring in their pants for an individual of the same sex) they are no more likely to behave dangerously than heterosexuals, in some cases, less. Homosexuals rarely, if ever, participate in hate crimes whereas heterosexuals (or those that claim as such) have been harming and murdering homosexuals for centuries, just because they love, intimately, someone of the same sex. It is said best in our text, à ¢Ã¢â€š ¬Ã‚ ¦ large numbers of men whose sin involved nothing but the sharing of sexual intimacies with other men were also tortured and burnt at the stake (Pfohl pg. 38). Although many do attack feminists (especially female feminists) because they are seen as mistresses of Satan sent to destroy the nuclear family, they are, simply, women who have tried/been trying/are trying to improve the lives of women, everywhere. The religious community has persecuted women for centuries, including pagan natural healers because they were different and intelligent in mystical, yet natural, realms that they did not understand. Even now, à ¢Ã¢â€š ¬Ã‚ ¦they remain committed to restricting a womans right to make private choices concerning pregnancy and abortion (Pfohl pg.41). Feminist beliefs are empowering and liberating and while that does frighten some, they generally improve life for many PEOPLE, not just women, around the world. They are not crazy, hair-lipped, lesbians running around hacking babies to death, generally (although the GOP might see them as such.) They behave in no more violent behavior then do the non-feminist, although I would argue that the non-f eminist is much more dangerous in their beliefs. While we typically like to label drug users as deviant, because they are the nasty, violent inhabitants of a ghetto or dirty hippies, we are all drug users. There are drugs in the simplest over the counter creams and a high amount of caffeine in our coca-cola. A grown adult who smokes marijuana in the privacy of their home is much less dangerous than the cigarette smoker in a restaurant, for the secondhand smoke is dangerous to the innocent bystanders around them. We cannot condemn one type of smoker without condemning them all, but yet we dont condemn cigarette smokers because there is serious bank to be made. We cannot label all drug users as dangerous when we are all drug users. It is violent people who are violent. People are not violent due to race, sex, age, acne cream, or the occasional recreational use of pot. 6. What is the power-reflexive approach? The power-reflexive approach suggests that humans naturally frame their life experiences where some things are singled out and exaggerated while others are excluded or demonized. The text relates the power-reflexive approach as, à ¢Ã¢â€š ¬Ã‚ ¦a critical approach to deviance, rooted in the recognition that every act of naming, theorizing, or translating lived experience into language isà ¢Ã¢â€š ¬Ã‚ ¦an act of exclusion, displacement, or sacrifice (Pfohl pg. 7). 7. If your right eye leads you astray, pluck it out and throw it away; it is better for you to lose one of your members than that your whole body should be thrown on to the rubbish-heap. Matthew 5:29 Discuss this quote; analyze and interpret. Simply, it is far better for you to lose one small thing, such as maiming your body, than to condemn your whole-self to temptation and Hell. To prevent going to Hell it is better than you take upon yourself, with conviction, to cut off the troublesome body part. An example, if you yearn to touch a hooker, it is far better that you cut off your hand than to touch that hooker. By cutting off your hand you can never touch a hooker and therefore you have secured your place in Heaven. The quote tells you to eliminate the evil, the temptation, by cutting off the hand. However, the temptation doesnt go away just because you cut your hand off (this is where Matthew 5:29 is refuted, in my opinion). 8. What is the ritual of a thousand deaths? What is the purpose of this punishment? Why break the long bones in the body? The ritual of a thousand deaths is symbolic and tortuous public execution. It was believed that the act of a long and painful execution would purify the body and the community of demonic possession. The ritual was sanctioned by religious officials. The ritual was used to cleanse and protect the town against evil/demonic spirits. The ritual of a thousand deaths, à ¢Ã¢â€š ¬Ã‚ ¦involved the application of purifying pain inch by inch to the demonically infested body with death but the last step in the restoration of supernatural order (Pfohl pg. 30). The long bones in the body of the sinner were broken to purge the body of the evil spirits. This form of execution could include the peeling away of skin with hot pincers, the application of boiling liquid, the pulling and dragging (four-quartering) with horses, and the breaking on the wheel. 9. What is the difference in the way that an acephalous community handles perceived acts of deviance compared to societies with centralized control hierarchies, what are the disadvantages/ advantages of the acephalous community and what are the disadvantages/advantages of the society with centralized control? Acephalous communities handle acts of deviance with negotiation and reconciliation. There is no true leader to organize and set rules and laws. Power is equally spread among the members of the community. The community is more interested in settling the conflict, à ¢Ã¢â€š ¬Ã‚ ¦rather than exorcising trouble out of particular individuals (Pfohl pg. 33). A big advantage was that the communities usually get along very well. A huge disadvantage to achephalous communities, as we saw in the Taboo video, is that people can still be charged of witchcraft and found guilty by a chicken. The people in the achephalous community in the video relied on supernatural means to condemn and expel a woman from her community, all that she had ever known, to live in a community with other accused witches. The main difference between the acehalous communities and the community/centralized control was that the latter believed in purging the wrongdoer of their sin in public. This was not about reconciliation but about punishment. Communities with centralized control have the death penalty as opposed to negotiation and reconciliation. An advantage of this form was that embarrassment was used a deterrent towards sinful behavior because the punishments were inflicted in front of the whole community and this may have deterred crime. A huge disadvantage to this form was that the poor were often times more victimized than the rich. 10. What is trial by ordeal; give an example? In relationship to living within an acephalous community how does this customary observance help to ameliorate conflict? In some regions of the world trial by ordeal was/is used to detect the guilty person through supernatural means. Trial by ordeal is trial by pain. The text best explains, Trial by ordeal quite frankly meant trial by torture. Such trials were presided over by priests or other ordained representatives of the divineà ¢Ã¢â€š ¬Ã‚ ¦(Pfohl pg. 25). The accused person would be subjected to a painful test of their innocence wherein God would confirm that the accused was guilty or innocent. The thought was that if a person was subjected to the pain but felt no pain, then God was protecting them and they were innocent. However the guilty would feel the harsh pain and cry out their confessions immediately. An example of a trial by ordeal is in a Kabre tribe. The ritual they use for their trial by ordeal is to have the accused and the accuser to stick their hands into a boiling pot of oil to retrieve an iron ring. Whoever retrieved the ring unscathed was telling the truth and God was showing it to be true After watching the Taboo video in class, I believe that it ameliorates conflict because the matter was settled and the problem was solved. Acephalous communities used trial by ordeal to reconcile their communities. There was no need to continue in harsh words and accusations. Trials by ordeal helped to reconcile the accuser and accused and also helped reconcile the guilty and God. 11. What group of people was more likely to be persecuted as witches from the 15th to the 18th century? Why? Who was Lilith and from where did she come? What message does this convey to society about the way that women are supposed to behave? Women, especially unmarried women (lesbians, spinsters, and widows) and peasant women who were natural healers, were much more likely to be targeted in witch hunts. Women were targeted because of the edict à ¢Ã¢â€š ¬Ã‚ ¦In the third chapter of Genesis, the first book of the Bible, it is written that the Lord said to Eve, Let your urge be for your husband, and he shall rule over you (Pfohl pgs. 37-38). These women were hunted and feared à ¢Ã¢â€š ¬Ã‚ ¦because they lived outside heterosexual hierarchies and the logical imperatives of patriarchal social control (Pfohl pg.38). Ancient biblical texts and the Midrash, a way of understanding Biblical stories, seem to imply that at one time Hebrews believed that a woman was created before Eve and her name was Lilith. Lilith was bore the same and equal to Adam. She was very strong in her convictions and constantly fought with Adam. Lilith also refused to lie beneath Adam because to do so would degrade her. When Lilith realized that Adam would attempt to oppress and possess her, she left him to live in a cave on the coast of the Red Sea. After she left Adam, Lilith became, well, a harlot (shocking!). She began to associate with demons. Lilith became the picture of a woman given sexual freedom and possession of her own thought and free will and this was a dangerous picture. This picture served as a message to society that women should strive against this idea of Lilith, of powerful womanhood. Women were to be pliable and submissive figures and to lie underneath their husbands when they demand it. (In other words, she was a powerful feminist. A very intriguing Biblical personality and Im truly sorry that this is the first time Ive ever heard of her.) 12. What is the origin of the word faggot? Is there a link between the group targeted in question and those targeted in this question? Talk about the nature of an orderly sky God and the supposed chaos of the impurities of womens bodies: How has this phenomena manifested itself in relationship to the roles that men and women are expected to fulfill in society historically-the present? The disgusting word faggot originates from the time of witch burnings. Homosexual men were bound together to form as the wood or kindling that would ignite the stake at which the witch was to burned. Charges of witchcraft and homosexuality were often bought together because of their defiance of a heterosexist existence. Early Christian, really, all Christian belief, sanctions the idea of a powerful, commanding, orderly sky God versus the impurity of womens bodies due to the fact that the creation of the universe was to be held at a supernatural level instead of the natural origins that the pagans believed. The pagans believed that life was birthed from the earth-womb of the Mother. In some cultures the Mother was in serpent form and that is, perhaps, why much of the evil in the Bible is pictured in serpent form. It was in early Christian and Hebrew belief that women were naturally pre-dispositioned and susceptible to evil (see Lilith see, also, Eve). It was also written in Genesis (and mentioned above) that man was given dominion over women. This base idea of a mans actions and worth to be greater than womans is an idea that has lasted centuries. Men were to create and women to bear the consequence. The preference of a male God over a Mother Goddess has found itself in that women were forever after treated as second class citizens. The existence of stereotyped gender roles is still very prevalent. As the ERA (Equal Rights Amendment) has never been passed, it is clear that women are still not on equal basis with men. 13. What is Liberation Theology? Relate to Marxism and the social gospel. Liberation Theology is a form of Christian belief that understands and strongly emphasizes the teachings of Jesus Christ as cause to liberate ones self from unfair political, social, and economic oppression to strive for salvation. It was developed and is practiced by South American Roman Catholics. It can be related to Marxism in that Marxism also includes an idea that class struggle is needed to create and inspire change. The social gospel is relatable to Liberation Theology in that it is Christian thought/policy that also deals with struggles with social justice and inequality. 14. Today we consider ourselves to be the bastions of secular society based on reason and rational behavior, but the demonic understanding and explanation for the existence of evil is still with us; give modern day examples and try to explain why this appeal to the supernatural still exists within our society. I think that many people use religion to justify supernatural events because they dont know how else to explain things away. I find, in this section of America, at least, that the appeal to the supernatural is most zealous and prevalent in conservative Christian beliefs. More specifically, negative Christian beliefs. We all know that out of heterosexism and homophobia (which they blamed on Christianity), many people believed that HIV/AIDS was Gods punishment for homosexuals. I feel that people believed that because they were afraid of what they didnt understand and using this hateful supernatural explanation for a horrifying disease made them feel safe. It separated the sinners from the saved, in their minds. I feel as though that this bit of an appeal to the supernatural justified their hate for those who exhibited a different lifestyle from their own. Justification for punishment springs to mind. Along with this religious take on the supernatural comes the belief that the Devil can seduce, tempt, and persuade humans. I feel that many people use this explanation because they cannot accept the bad things theyve done so they must blame it on an outside source, and lets be honest; no one is easier to blame than Satan. Humans also like to explain the bad things in the world on Satan, i.e. natural disasters, murder, and, well, homosexuality. Throughout history it has always been easier for humans to explain cataclysmic events and unusual dealings on the Gods. Although humans believe that we are now well advanced, I believe that blaming AIDS on Gods anger and alcoholism on Satan is no different than blaming Pandora, her box (double meaning?), and her curiosity for the evils of the world. 15. What is the Protestant Reformation and the Copernican Revolution? What does that mean for the demonic perspective? Compare the world view of an individual who lives in a society that espouses a Heliocentric solar system world view and the individual who lives in a society that espouses a Geocentric world view. The Protestant Reformation was the movement led by Martin Luther to reform the Roman Catholic Church and ended up creating the Protestant branch of the Christian church. A focus of the Reformation was that the scripture is and was the sole authority over all human beings. The Copernican Revolution was the time of scientific and astronomical reformation in which people were learning that the universe was Heliocentric rather than Geocentric. The Copernican Revolution was the turning point towards post-traditional thought and belief. I feel that the Protestant Reformation supported the demonic perspective in that if everything in the Bible is true (and youre damn well supposed to believe it) then the supernatural and evil really do exist. The Copernican Revolution, in my mind, debunks demonic perspective in that it pushes scientific thought and explanations as opposed to the supernatural. Those who live and breathe a Geocentric world view most likely hold a demonic understanding of the world as opposed to those of a Heliocentric world view. This is likely because the Heliocentric world view defies the Bibles creation story (in the Bible, the Sun orbits the Earth; the Heliocentric world view is opposite). Also, the Heliocentric world view is a view of modernity while the Geocentric world view tends to support and hold Christian and other traditional beliefs. Extra Credit: What is the nom de plume (pen name) of the author of the War Prayer? Who is the author? Samuel Clemenss pen name was Mark Twain. What is the etymology of the word pagan? Pagan comes from the Latin word paganus which meant rustic, villager, or citizen. Work Citied: Pfohl, Stephen. Images of Deviance and Social Control : a sociological history. 2nd ed. 1985. N.p.: McGraw-Hill, 1994. Print.

Physics of Skydiving :: physics skydive

Acceleration..... Galileo demonstrated that an object falling only under the influence of gravity will experience a constant acceleration, i.e.., it gains the same amount of velocity for every additional second that it falls. (5) On earth this amounts to 32.14 ft/sec/sec, meaning that it increases its downward velocity by 32.14 ft/sec for each second that it falls. If acceleration is constant, then it follows that the downward velocity V an object experiences at any time t after the start of the fall is given by: V=g t where V=velocity (m/sec) t=time (sec) g=acceleration due to gravity One can also show that the distance d fallen after time t is: d= 1/2 gt^2 where d=distance fallen (ft) g=12.54 ft/sec/sec for Mars t=time (sec) Furthermore, Galileo discovered that this acceleration is independent of the body's mass, but dependent only on the strength of gravity on the planet. So, in the absence of an atmosphere, heavy things don't fall faster than light things, but at moderate to large velocities even a thin atmosphere can have a significant effect on a falling body's motion due to the effects of aerodynamic drag. (5) Freefall... When in freefall, a skydiver with arms and legs outstretched falls at about 120 mi/hr, with the arms in and the body in more of a diving position, the skydiver can reach speeds of up to 200 mi/hr. At this speed, many people believe that it is impossible to breath. Well, it is not impossible, but the truth is, you don't even need to breath because enough oxygen is absorbed through your skin to provide the blood cells with the required oxygen. This is also why jumpers do not jump on cloudy days or when they might risk going through clouds. The moisture in the clouds can condense on their exposed skin surfaces preventing the absorption of the necessary oxygen resulting in suffocation. (2) How fast do you fall? When you leave the aircraft, you are moving horizontally at the same speed as the aircraft, typically 90-110MPH. During the first 10 seconds, a skydiver accelerates up to about 115-130MPH straight down. (A tandem pair uses a drouge chute to keep them from falling much faster than this). It is possible to change your body position to vary your rate of fall.

Sam Bass :: essays research papers

Spencer Nottingham 11/25/99 Language Arts Per 8 Sam Bass Two Column notes Location Guardians Biographical Information †¢ Sam Bass was born in the town of Mitchell Indiana on July 21, 1851. †¢ Later Bass Moved to the state of Texas where he took up the business of train robbing †¢ Sam's parents died when he was a youth, his mom Jane, in 1861, Dad Daniel, in 1864. †¢ Sam and his Twelve siblings moved in with relatives. Poor Sam was sent to his uncle David L Seeks whom deprived Sam of a proper education and made him work on the farm when he was old enough. †¢ While working as a teamster at the age of eighteen he drove a herd of cattle to Denton Texas and stayed working for the local Sheriff, WF "dad" Eagan. †¢ When Sam saved up enough money he bought a prize winning horse that won him enough money to quit working for Eagan. †¢ With the money he had Sam started mixing with the "rowdies". †¢ One day Sam And Underwood, one of the "rowdies" bought melons from the local store, and in an attempt to slice his Bass dropped the melon causing two blacks to turn around and stare at the men. Bass and Underwood started throwing stones at them and were chased out of town by the sheriff and from then on Bass was known as an outlaw. †¢ As an outlaw Bass formed a gang made of four men Tom Nixon, Bill Heffridge, and Jim Berry. The Gang would rob stagecoaches but when the money got low they concentrated †¢ on trains †¢ The Bass gangs first big train strike was on a Union pacific carrying money from Wells Fargo going west. The gang boarded the train at a water stop in Big Springs Neb. On Sep. 19, 1877, taking more than $60,000 in newly minted twenty- dollar gold pieces, an additional $1,300 from passengers, and $450 from the mail car. Following the robbery Basses first gang split up and most of the gang was captured bu lawmen save Bass. †¢ When the first Bass gang split Bass composed an new gang of Frank Jackson, Tom Spotswood, Henry Underwood, Tom Johnson, and the Traitor Jim Murphy who would later betray Bass and set Bass up for his, Jim Murhys own advantage. They started on stagecoaches too but when the take was only $43 dollars they swore to concentrate on trains. †¢ There were many robberies before the one that would turn the gang upside-down.

Billabong Case Study

Introduction Billabong International Limited (BBG) produces surf wear, sports apparel and accessories for the surf, skate and snowboard markets (Macquarie, 2012). The firm recorded an 18. 4% decrease in net profit to A$119. 1 million in 2011 (Billabong Shareholder Review 2010/2011). After intense acquisition efforts, which saw Billabong buying over 11 brands (Appendix A), the company was forced to undergo a major restructuring, closing 150 stores and cutting 400 jobs worldwide (AAP, Feb 2012).The report will be analyzing the Billabong brand, specifically its surf wear in Australia, to identify the underlying crucial issues that must be addressed. Current opportunities and threats that Billabong can leverage on will be prioritized, then weighed against the firm’s internal strengths and weaknesses in order to increase sales. Solutions in line with Billabong’s mission of striving to set new benchmarks through youthful lifestyle brands and experiences will be explored. Situ ation Analysis & Problem IdentificationTo identify the key issues and opportunities that Billabong is facing, an analysis was conducted on the following five areas. Appendix B shows the consolidated list of issues Billabong faces. 1. Customers (Appendix C) The Customer Experience Cycle was used to identify key opportunities such as improving the Purchase context through greater interactivity with customers. Another opportunity was to promote an eco-friendly way to dispose of used products while gaining rewards. 2. Competitors and Context (Appendix D, E & F)A PEST analysis of the Australian market reveals a demographic shift to the under -15s market (Euromonitor 2012), which was an opportunity for Billabong to target. Using Porter’s Five Forces (Appendix E), a Positioning Map and Competitor Threat Analysis (Appendix F) to analyse the boardsport industry confirmed that competition from a few big surf brands was high and that all had a strong brand following and highlighted the need to differentiate its products from them. 3. Company (Appendix G) The Balanced Scorecard was used to measure Billabong’s performance.They had high brand awareness of 86% in Australia but a lower conversion rate of 46% (Billabong 2012), which presents an opportunity to target those already aware of Billabong. 4. Collaborators (Appendix H) Billabong has yet to explore the opportunity to â€Å"unsource†, allowing for customer collaborations in designing boardshorts. Another area to explore could be coopetition with surf brands to tackle problems which affect the surf wear industr y. Through an opportunity and threat matrix, the consolidated lists of issues were prioritized. Opportunity Matrix Threat MatrixThose with the highest probability of success and attractiveness in the Opportunity Matrix and those with highest probability of occurrence and seriousness in the Threat Matrix were taken into consideration as key issues. Those chosen were the most pressing issues th at Billabong would be able to address with a good chance of success. Key Issues/Opportunities Key Objectives Undifferentiated surf wear products To produce a new product line that is among competitors not available by other surf wear brands by 2013. Low conversion rate despite high brand To increase conversion rate to 52% and awareness brand loyalty by 7% by 2014.Surf wear is declining in popularity as a To revive the popularity of surf wear as form of casual apparel due to increasing casual wear and increase sales by 10% availability of cheaper alternatives from the 34% of Active Lifestyle consumers. Australians are increasingly To create an environmentally friendly environmentally conscious product range by end of 2012. Shifting demographics to under 15s Create activities for consumers under 15s to garner 50% brand awareness by 2014. Solution Scenarios & Implications Solutions to the identified key issues/opportunities were gathered from the Active SWOT, ERRC Grid and CEC (Appendi x I, J, C).The What if analysis (Appendix K) was used to consolidate the solutions. Active SWOT Scenario 1 Building a new Billabong Customer Experience Key Issues Addressed With the main objective of increasing conversion rate by 6%, Billabong physical stores will be revamped to offer 1. Low conversion rate despite a new surf experience for customers. high brand awareness The Sense Value, from the CEC, is an important factor 2. Undifferentiated surf wear products among competitors 3. Shifting demographics to under 15s in the retail experience as stimulating the five senses causes it to be memorable and engaging.As identified in the ERRC grid, Billabong Surf Villages will be constructed at popular surf beaches to be closer to potential customers. A surf school will be created to give under 15 year old customers surfing lessons and to introduce them to Billabong’s products through a starter kit. Interactivity and a multisensory experience in physical stores will be implemented through surfboard simulators so that customers can try how their apparel feels like while surfing. Surf enthusiasts will be hired as sales associates to spread the passion of surfing to customers and to increase retail expertise – a weakness highlighted in he Active SWOT. Scenario 2 Differentiating Billabong’s surf wear products Key Issues Addressed Differentiate Billabong’s surf wear through value adding rather than reducing price. Reversible boardshorts (one 1. Undifferentiated surf wear products among competitors side featuring a formal design and the other a fun design) will be introduced as a main differentiating point from competitors in the market. Low conversion rate despite high brand awareness To capitalise on the individuality of surfers, their Self Esteem Value, customization of apparel will be 3. Surf wear is declining in popularity as a form of casual ntroduced through Billabong’s e-commerce site and boutique stores. apparel due to increasin g availability of cheaper To create exclusivity and reduce over-supply, Billabong alternatives can reduce the quantity per collection and increase the frequency of collections to keep up with trends. Collaborations with well known fashion designers, celebrities or pro surfers can be explored for limited edition ranges. Billabong can introduce a customer innovation platform, where customers give feedback or submit designs through their e-commerce site and physical stores. This ensures that styles remain relevant. A CRM system can e installed to track customers’ purchases and predict successful collections. Scenario 3 Incorporating Environmental Sustainability to achieve a competitive advantage Key Issues Addressed 1. Australians are increasingly environmentally conscious Billabong will either engage in a coopetition with a supplier or competitor to invest in green research and development for the surf wear industry. The brand can also rely on its strength of superior research and 2. Undifferentiated surf wear development skills highlighted in the Active SWOT. products among competitors An innovative way to engage customers and 3. Surf wear is declining in ifferentiate themselves from competitors in the popularity as a form of casual Disposal Context (from the CEC) is to launch an apparel due to increasing environmental disposal programme for Billabong availability of cheaper wetsuits and boardshorts. It would allow customers to alternatives recycle their used ones in exchange for a discount on their next purchase. Billabong could adopt a green approach from business practices to the design of the physical retail outlets. These solutions would motivate environmentally conscious consumers to purchase their products even if it is more expensive than casual wear alternatives.Scenario 4 Transformational Strategy Key Issues Addressed Billabong aims to focus on product and experience to 1. Undifferentiated surf wear products among competitors appeal to the acti on sports core and active lifestyle segment (Billabong, 2012). It will focus on simplifying its business by cutting down on style duplications and Low conversion rate despite leverage on the Billabong brand to translate the high brand awareness customer experience across channels including their ecommerce and physical store. Customer insights research will be undertaken. Customer driven innovation capability will also be mplemented. Its retail stores will be revamped to be more customer centric and retailing IT systems will be updated to gather more customer insights through its point of sales. The lack of retail expertise will also be addressed. Recommendation & Justification This matrix helps prioritize which of the 4 scenarios from Billabong is more urgent and which would have a greater impact upon the company. We can see that Scenario 2 is rated high in urgency and high in potential impact. Therefore it is recommended that Billabong conduct a detailed planning and implementation of this scenario immediately.This is urgent because Billabong’s product line is the core of it’s business; if it’s products are not attractive, creating other strategies should be secondary. Furthermore, a Risk and Return Analysis (Appendix L) on the recommended solution shows that the returns are much higher than the risks involved. Surf wear brands look similar due to limited styles. Customers have low switching costs and can easily purchase another surf brand or fast fashion brand. However, with differentiated products such as reversible boardshorts, Billabong offers greater value at its existing price.Furthermore, differentiated products would lead to an increased conversion rate among customers once they see the value in purchasing Billabong’s products over others. Costs incurred to manufacture such boardshorts are high; a budget of $1. 5 million was allocated. Several factors that Billabong has to consider are the specialised equipments, hygiene (i . e. shorts must be safe and clean to be worn on both sides in the same day) and materials used. In addition, Billabong will introduce customization services at it’s boutique stores and ecommerce platform to appeal to customers’ individuality.By being able to customize their surf wear, customers would find greater value in their purchase versus off -the-rack. To ensure Billabong apparels are trendsetters, quantity per collection will be limited to 500 pieces per design. With that, Billabong can introduce more collections per year aligning with current trends. By limiting quantity, it ensures Billabong inventory moves quickly before the season changes. This reduces the risk of selling excess inventory through heavy discounting (Walters 2012) and obsolete products.Billabong will introduce a new product line by 2013, the limited edition collection, which will be available for sale in Billabong’s boutiques only. These collections feature collaborations with fashion designers and pro surfers. Quantity will be limited to 300 pieces throughout Australia to ensure exclusivity. Such collaborations are likely to cost Billabong $3. 5 million. However, the returns are much higher as the limited quantity encourages customers to make purchases faster. To facilitate customer participation, Billabong can introduce a platform to collect customers feedback on what they would like to see in the upcoming collections.A Customer Relationship Management (CRM) system will be installed at sales points to track customers purchases and best selling apparel in order to launch similar successful collections in near future. Although the remaining three scenarios solve similar problems i. e. undifferentiated surf wear products amongst competitors, however, the returns as seen in KPI measurement below would enable Billabong to achieve its key objective of increase of 6% conversion rate and 7% increase of brand loyalty through the various initiatives. Objectives Measures Target Initiatives (actions Budget (in (KPI) (Current) ased on scenario planning) $) Financial 1. Monthly 1. Increase 1. Launch 1 new 1. $70,000 Perspective sales profit sales by collection each 15% by 2015 month, instead of the 1. Increase in current plan of revenue launching new collections once every 3 months. 2. Decrease 2. Operational 2. Reduce 2. Lock in several costs expenses costs by main suppliers to gain 2. $800,000 10% by 2015 EOS Customer 1. Brand loyalty 1. Repeated Perspective conversion rate purchases 1. Track 1. $500,000 purchases using CRM system 1. Increase in brand loyalty 2. Improve brand 2. Market brand 2. Increase 2. Exclusivity of perception arket Billabong’s products shares by (Limited edition line) shares 2. $1,000,000 15% by 2015 3. Improve 3. Customer 3. Increase product offerings Satisfaction rate satisfaction rate by 10% 3. Value-added 3. $2,500,000 product – reversible shorts by 2015 Capabilities 1. Number of 1. Increase 1. Customers persp ective customized by 15% by collaborators / Mass 1. $850,000 products 2015 customization 2. Delivery 2. Percent of 2. Reduce 2. Invest in quality quality product failures product management control / rejections failure by 1. Customization 2. $600,000 20% by 2015 Innovation 1. Number of 1. Implement 1.Introduce a Perspective feedback from 15% of platform to collect customers that customer customers’ feedback 1. Usage of Billabong feedback customer’s implemented feedback 1. $500,000 Conclusion To be able to differentiate its product offering would give Billabong a competitive edge over the few big players in the market who have all been competing on the same dimensions for the past decade. The focal point is to understand consumers through the CRM system and the information is crucial in order to design products and activities that appeal to them; increasing conversion rate and building loyalty to Billabong.By keeping its mission statement in mind of continuously setting a new standard in board sports through youthful lifestyle brands and experiences, the brand will be able to increase sales by selling the right product and offering the best experience. (2096 words) Appendix Appendix A: Sub Brands under Billabong International Sub Brand Description Element A line of shoes for technical skate footwear and for girls. Von Zipper Eyewear, accessories and premium apparel targeting the boardsports and general action sports sectors. Kustom Surf inspired footwear brand.Palmers Surf Surf hardware brand specialized in the manufacturing of surfboard wax and surfing accessories, including deck grip and legropes. It also offers an apparel range of t-shirts, boardshorts and walkshorts, as well as workwear. Honolua Surf Inspired by the iconic Hawaiian waterman and has a strong presence Company in Hawaii. Nixon Offers watches and accessories. Xcel Offers specialty wetsuits and a sun protective product line. Tigerlily Markets swimwear and apparel products in Austra lia. Sector 9 Skateboard brand specializing in skate longboards. DaKine Engages in the design and development of technical bags and ccessories for the surf, skate, snowboard, ski, mountain bike, windsurf and kite disciplines. RVCA Lifestyle brand offering apparel in the action sports category. Appendix B: Consolidated table of issues/opportunities identified Opportunity Customer Increase consumers’ sensory experience by creating a Billabong Surf Village. Increase relational and selfexpansion value by hiring surf enthusiasts to impart knowledge to customers and increase sense of belonging. Encourage a personalised experience by introducing a CRM system which caters to individual customer preferences. Introduce a simulated surf machine into selected retail utlets to increase element of fun and adventure; entertainment value. Raise status value of Billabong products by increasing exclusivity; create limited edition items. Threat Emphasize customers’ individual identities through customization of boardshorts. Create an incentive for customers to dispose of their Billabong products in an environmentally friendly manner. Launch a tradein program where customers may exchange their old boardshorts for a discount on a new pair. Context Value add Billabong’s products Lower buyer confidence and their surfer experience on affects discretionary spending other avenues beyond price reating price conscious differentiation. consumer New market of customers under- Demographic shift decreases 15s the usual 15-39 years old sports consumption age group. Increasing convergence of surf Increasing convergence of wear and casual clothing leads surf wear and casual clothing to opportunities for greater leads to threat of substitute differentiation among surf brands Body size shift and high Surfwear is decreasing in concerns of Body Image leads to popularity and fashionability a trend towards end-user (due to moving trend) customization and innovative shapewear. Gro wing environmental Government support, GST tax onsciousness among reprieve, stronger Australian Australians and the growth of eco dollar and better network and ethical clothing brands infrastructure give rise to more e-tailer competitors who offer lower prices and the ability to do price comparison. Innovations in green surf wear technology and creation of sustainable materials Growth of m-commerce and proliferation of smartphones leads to new retail formats A real driver for growth in the Australian luxury goods market from ordinary middle-class Australians shows an opportunity for collaboration with luxury fashion brands. Competitors Little differentiations between roducts leads to low switching cost and lower brand loyalty Little differentiations between surfer experience provided by Billabong, Quiksilver and Hurley Surfwear and other offshore e-tailers poses a strong threat as online buying becomes more popular with Australian customers. â€Å"Windows shoppers† who are on line shoppers who try products in physical shop with the intention to buy from an offshore e-tailer. To introduce customer customisation and more innovative surf wear technology into product range Collaborator Customer collaboration through â€Å"Unsourcing† allowing peer-to-peer support among user or through esign collaboration (The Economist 2012) Supplier Collaboration through collaboration with green supplier for new sustainable materials and green technology like ecosupreme suede to be incorporated into Billabong products Competitor Collaboration to tackle problems which affects the surf wear industry in general – to increase overall interest in the surfing culture or environmental isssues Company High brand awareness, low conversion rate. Convert remaining 54% of those already aware of Billabong into customers. Cut down on number of designs, Designs not catering to focus on those popular with consumers needs customers.Re-evaluate which designs are favoured by mar ket. Cut down number of suppliers in order to achieve economies of scale. Appendix C: Customer Experience Cycle The Customer Experience Cycle (CEC) explains Billabong’s current value proposition and the proposed improvements. Fig 1: Customer Experience Cycle Billabong’s existing value proposition (red dots): Search Context ? Functional Value: W hen searching for information about Billabong, customers would desire a website that provides all that they need in one place, so as to achieve their objective easily. Billabong provides a comprehensive website that fulfills this. Sense Value: Customers would like an interactive experience when searching for information as it would make things more interesting and break the monotony. ? Linking Value: Customers would appreciate having a place that connects them to other people who may provide information to them. Billabong currently has platforms such as Facebook which facilitate this. ? Entertainment Value: Since Billabong is se lls apparel, customers who search are likely to be searching leisurely, and not for urgent purposes. As such, they would enjoy having a fun website which provides information while also being engaging.Billabong uploads videos of their team of surfers, which engages the customers. ? Convenience Value: Information about Billabong is easily obtained online through its website or at any retail outlet in Australia. Purchase Context ? Functional Value: Billabong’s retail outlets and it’s e-commerce platform provide customers with the features needed to purchase their products, which achieves the desired outcome of buying new products from Billabong. ? Confidence Value: W hen purchasing Billabong products online, customers desire for it to be safe and reliable, without the risk of having their credit card details stolen.Billabong certifies its e-commerce platforms to be safe, using online security programs Mcafee Secure and Norton Secured to protect consumers. ? Convenience V alue: It is important for customers to be able to purchase Billabong’s products quickly and easily. For it to be convenient, a store selling their products should be easily accessible. Billabong owns 287 stores in Australasia (Billabong 2012), even if 50% were in Australia alone, that would be 143 stores, not including its wholesale outlet. This indicates that it should be easy for a consumer to find a store selling Billabong products near to where they are.Purchasing online makes it even more convenient to purchase Billabong products. Use Context ? Functional Value: Billabong’s products must be able to fulfill the basic purpose that the consumer bought it for. An example would be that boardshorts should be lasting and comfortable to wear, as expected of surf wear. Billabong has been known for its high quality products (Billabong 2012), which indicates that customers are satisfied with the function of their products. ? Linking Value: Billabong customers want to be asso ciated and be part of the Billabong’s community which brings surfers together.Billabong does this well through various surf events such as Billabong Pipe Masters and Australian Open of Surfing (Billabong 2012). Their Facebook page is also a platform for customers to network with each other. ? Confidence Value: Billabong customers desire to have apparel that can withstand the rough water and weather conditions; reliable surf wear that can be worn repeatedly. As mentioned, Billabong has been known for its high quality products which satisfy customers. Billabong’s proposed value proposition (blue dots) Search Context ?Relational Value: In order to increase a sense of belongingness when customers begin to search for Billabong products, they could start a customer collaboration. Unsourcing: An online forum controlled by Billabong, with contributions by customers. They could share about their experience with Billabong products and recommend what to buy (The Economist 2012). Billabong could also hold contests where customers design boardshorts, with the winning design being produced and sold in retail outlets. Customers would feel a part of the Billabong family as they contribute towards the brand. It also helps Billabong to understand what customers want.Purchase Context ? Sense Value: W hen a retail environment stimulates the five senses, it would become a memorable experience for customers. Billabong could open a Surf Village by the beach, where there are a combination of retail outlets, eateries and surf classes are held. Having retail outlets by the sea would also enhance the sight, sound and smell of the Billabong surf experience. ? Relational Value: Store assistants should be friendly and able to hold a conversation with customers. Towards high-value customers, they should be able to greet the person by name. This would cause customers to feel a sense of belonging. Self-Esteem Value: Billabong could adopt a Customer Relationship Management (CRM) system, whereby it tracks purchase history of individual customers. When customers login to the e-commerce platform, the system could provide personalised suggestions for each customer based on their purchase history. It would make the customer feel valued and become a personalised experience. ? Entertainment Value: Customers would enjoy a fun experience while shopping at the retail outlet. A simulated surf machine could be placed in selected outlets to entice customers to surf, leading to higher conversion rates.It would be fun and also a way to attract more people to learn surfing. ? Self-Expansion Value: In order to facilitate customer’s learning experience, Billabong could hire surfer enthusiasts to work as store assistants. Their job would be to engage customers in conversation about surfing skills and knowledge, also to pass on the passion of surfing to customers. Another idea would be to include a surfing school in Billabong’s Surf Village, where newcomers are w elcome to take lessons. Every purchase of a pair of Billabong boardshorts could entitle a customer to a discounted price for a surf esson. Hence, customers would be encouraged to participate in the surfing experience. Use Context ? Status Value: As Billabong’s target market consists of aspirational surfers as well as actual surfers, they would value clothes that speak of their â€Å"surfer status†. Billabong could aim to raise its status value through sponsorships of surf-related movies. Strong Billabong brand placement could be used in the cast’s wardrobe, accessories and filmed in it’s retail outlets. Billabong could also produce limited edition apparel, which only sells for a short season.This would increase it’s exclusivity as a brand and as a result, increase its status. ? Self-Esteem Value: Customers value experiences that emphasize their individual identity. In response to this value, Billabong could create a platform for customization of bo ardshorts and other surf apparel. It could be designed on Billabong’s website then submitted online, or at the actual retail outlet itself, where computer terminals are available for customers to design the clothes. Wearing clothes that are customized yet branded would increase the customer’s sense of identity as an individual. Disposal Context Price Value: If customers were able to obtain a cash discount when disposing of their old surf apparel, they would make the effort to do so. Billabong could launch a program where customers trade-in their old surf apparel for a discount on their next purchase. ? Self-Esteem Value: Australians pride themselves in being environmentallyfriendly, therefore, being able to recycle their surf wear would appeal to them as it emphasizes their identity. ? Convenience Value: The recycling surf wear program must be convenient for customers as well, so that it can be done quickly without much effort.Recycling bins could be made available in the shops and customers would allowed to trade in shorts at any of Australia’s many Billabong outlets. ? Self-Expansion Value: The recycling project would boost customer’s learning experience and be a new initiative for many. They would learn how to properly dispose of their surf wear through a novel programme. APPENDIX D: PEST Analysis General Industry Analysis – Billabong Forces (Australia) Implications Political / Legal ? Push for online retail ? presence Domestic brick-and-mortar retailers must adapt to multi- Australian Retailers channel retailing to stayAssociation (ARA) is pushing competitive. local retailers to adopt an online store or upgrade their ? Rise of local and foreign current online or mobile internet retailers with wide presence to facilitate range of surf brands as product, location and strong competitors. opening hour searches (Euromonitor 2012) ? Carbon Taxes ? Australia is set to introduce a Australia has obligations tax on carbon emission in under the Climate Change July 2012 which taxes Convention and the Kyoto companies as well as rail Protocol to reduce its transport and domestic carbon footprint aviation for each tonne of Euromonitor 2012) to CO2 emitted. encourage Australia to move towards a clean energy ? future. Apparel industries in Australia are unlikely to be liable however they will feel an indirect impact through various increasing costs, namely through freight and electricity costs. ? There is growing consumer scrutiny of the processes used to manufacture and source products. ? Green Sustainability ? industry is to align green The Green Party in Australia credentials with value-for- is today a significant political money fashion. force (Euromonitor 2012). ? Tariff Barriers Australian governments ontinued protection of the domestic clothing and The challenge for apparel ? Trade tariff barriers on foreign export increase the price of goods produced by Billabong’s foreign manufacturing industry throu gh the maintenance of (Hawaiian Island Surf & tariff barriers (TPJ Sport) and Californian International 1999) ? competitors – Hawaiian (Pacific SunWear). No GST Taxes on imported ? Online channels will become goods a more popular shopping Online shoppers have won a choice due to savings from reprieve from goods and taxes and stronger Australian services tax (GST) on dollar. More local retailers mported goods worth less have to catch up with an than A$1,000 (US$1,030). online presence. Economic ? Weaken Consumer’s ? Creating a price-conscious consumption – price being a Confidence Severe floods, the global more important determinant economic downturn and with consumers spending less increased unemployment on clothing by looking for rate – from 0. 1% to 5. 2% cheaper options. (Australian Bureau of Statistics 2012) have ? Rise of value clothing made weaken consumer’s available via cheap imports confidence affecting from China or online channels. discr etionary spending. ? Many Australian retailers use xtensive and prolonged sales ? Spend per capita and activity to coax customers back volume per capita declined which might not be sustainable between 2005 and 2010 in the long run. (Euromonitor 2012). ? Appreciation of the ? Australian dollar Offshore retailers are of interest to local consumers due With an increase of about to appreciation of the 31% against the US dollar Australian dollar and the (April, 2012). 1. 00AUD = relatively lower prices available 1. 05526USD (XE, 17 Sep on surf apparels abroad. 2012) Social ? Thrifty Characteristics of ? Rise in price-conscious consumption – consumers want the Australians he best possible value for their Despite the strong economy, a purchases. consumer sentiment survey conducted by the Boston Consulting Group (BCG) ? This includes measures such as revealed that Australian waiting for the next inevitable shoppers were among the most worried and financially wave of industry-wide pri ce insecure in the Developed slashing, purchasing fewer items World, with many planning or seeking value offerings additional reductions in their through mass merchandisers, discretionary spending shifting down to a lower price (Euromonitor 2012). band. ? ? Consumers seek clothing suited Body Image o all body shapes and sizes. According to a survey Garments that flatter and conducted by Mission compliment a range of body Australia on 30,000 under-25 types are a crucial aspect of the participants – Body Image is trend towards end-user apparently the number one customization. concern for young Australians, ahead of the environment and family issues. ? Shift in average body size ? Sportswear have great potential Men in Australia are also for design features that cater to undergoing a body size shift. larger body sizes, with The average male weight innovations in shapewear and rose from 77. 4kg in 1989-1990 ther performance-enhancing to 83. 6kg in 2004-2005 support garments. (Eur omonitor 2012). Weight gain is not just due to ? Compression sporting garments fat, with muscle bulk deemed are likely to drive growth in desirable by many â€Å"Aussie sportswear as consumers blokes. † become better informed about their benefits for optimum muscle performance and recovery. ? Demographic shift ? Critically, there will be a squeeze As seen in fastest-growing age on the traditionally core 15-39 band over the coming decade year old sports consumption age will be the over-65s, followed band. by the under-15s (Euromonitor 012). ? Sporting Culture ? Apparel items can provide a key Sporting activities play a incentive to participating in central role in Australian physical activity and sports. This cultural life signifies a growing need for well- Australians are currently designed and correctly-fitting encouraged to adapt simple, clothing which enhance everyday changes for better performance as well as injury health as part of the â€Å"Measure prevention. Up† nationwide public awareness campaign (Euromonitor 2012) ? Extreme sports/expeditions ? Specialist apparel is facing challenge to merge consumer is currently ranked as no. 10 nterest in sport with growing in a Euromonitor demand for value fashion as International from FDS seen in the example of Stella International's â€Å"Supporting McCartney has a line of Sport† survey as one of the sportswear with Adidas. top 10 self reported sports interest (Euromonitor 2012). ? Beach Culture ? Australian male has always prided himself on being laid back With the vast majority of and casual, this impulse has Australians living within a short been replaced among many by distance from the beach, the an urge to succeed and reflected influence of the beach culture by the greater demand for suits, s significant, particularly in dress shirts and ties. However Sydney and up the east coast there must be strong emphasis of Queensland. This was on how price conscious their reflected by Australian fashion tastes tended to consumers spending of A$29 become. per capita spending on swimwear (Euromonitor 2012). ? Dressing Down ? Euromonitor (May 2012) also Inexpensive, everyday fashion has steadily become the primary revealed trends of Australians type of fashion purchased by dressing down in times of Australian shoppers. economic uncertainty. Australians are dressing down and filling their wardrobes with nexpensive, clothing, according to the AMP Capital Shopping Centres Shopping Intent Report (2012). ? Attitude to Luxury Products / Services ? There is a real driver for growth in the Australian luxury goods market coming from ordinary Research by American Express Business Insights published on fashion website middle-class Australians who are looking to splash out on something special. This shows fashioinmag. com appears to an opportunity for collaboration confirm the appeal of luxury with luxury fashion brands. products and services to a new group of luxury consumers, referred t o as the newcomers, who are not articularly rich but who are spending a lot in high-end fashion and restaurants (Euromonitor 2012). By 2010, newcomers‘ share of luxury spending represented 14% of the total luxury spending in Australia. ? Domestic Holidays ? Though there is a rising outbound tourism due to the Australia contains a wide appreciation of the Australian variety of holiday options dollar and cheap fares from low within its own borders making cost carriers, domestic holidays Domestic holidays typically are still more common involve visits to the rural and outnumbers the number of coastal areas that are in close oreign holidays taken by nearly proximity to Australia‘s major cities. ? nine to one (Euromonitor 2012). Given various choices for ? This reveals an opportunity to types of holidays, market boardsports as a tourism respondents ranked nature activity within Australia holidays, (beaches, especially in coastal areas like waterways, wilderness and Secret Har bour (Perth), Noosa wildlife) first in terms of (Sunsine Coast), Bondi Beach interest, followed by holidays (Sydney), Boomerang Beach involving relaxation, health (Pacific Palms) and many more and indulgence; (travelintelligence. com) entertainment, nightlife and hopping; arts, culture, history and heritage; and food and wine. ? Key principal motivations behind tourism includes ‘to get away from everyday life, and to do/experience something new’. Other motives also include ‘to master a skill’ and ‘to engage in challenging physical activities’ (Cooperative Research Centre for Sustainable Tourism) ? Eco – Consciousness ? among Australian Eco-friendly brands are tipped to show upbeat growth consumers over the next five years, albeit from a low base. Deadly bushfires in Southeastern Australia and prolonged periods of drought across the region have brought issues of climate

Research countering the student-teacher ratio effect Essay

Graddy and Steven (2005) examines several studies of secondary school performances throughout the U. K. and concluded that there is little to no effect of the student-teacher ratio on the achievement of students. Borland, Howsen & Trawick (2005) also found no noticeable connection between student achievement and either reduced or enlarged class sizes. The Congressional Budget Office presented results and analysis of 1986 SAT scores. Analysis revealed a relationship between student performance and student-teacher ratios. Lower student-teacher ratios were consistent with lower SAT scores (as cited in Hanushek, 2000). School size, which is another important consideration that also affects the student-teacher ratio, does not demonstrate an effect on student performance either, according to Lamdin (1995). There is also very little long-term effect of student-teacher ratio on student performance and lifelong achievement. Though Vignoles (1998) found a slight correlation between student-teacher ratio and student performance on O Levels exams in the United Kingdom, the observed effect was so small as to be insignificant. In fact he argues that true effect on student achievement is actually non-existent. This conclusion is based on the finding that the effect of a lower student-teacher ratio was not reflected in later years on the job market and in terms of earnings 17 years later. True achievement, he argues, is measured not by the standard of achievement tests, but by later success in life. He safely concludes therefore that there is no true effect of class size on student accomplishments. Schweitzer (1991) suggests that moves by institutions to decrease the pupil-teacher ratio are counterproductive and will only result in additional government spending with little effect on student performance. He believes that the old-fashioned method of â€Å"hard work on the part of the student, good teaching by the faculty, and strong motivation by both† (Schweitzer, 1991, p. 297) are the key ingredients to improved student achievement. Thus, as Gursky (1998) surmises, there is very little magic to class size or student-teacher ratio. Some researchers have proposed that the optimal size for any classroom is between 15 and 17 students. What the research is confirming is that there is presently very little in the way of consensus on the issue of whether or not reduced student-teacher ratios result in improved student performance. In the comprehensive review conducted by Hanushek (2000), 14% of the researches showed that there was a positive relationship between increased student-teacher ratio and a similar 14% found the opposite association. The remaining 72% found the relationship to be too insignificant to matter (p. 5). It is fallacious to suppose that all factors that may impact student performance can be isolated and controlled in order to discover a causal relationship between the variables of lower or higher student-teacher ratios and higher student performance. As researchers such as Hanushek (2000) and Preece (1987) would argue, there are a myriad of home-environmental and societal factors over which the state or school have very little control but which may impact student performance in either direction regardless of existing student-teacher ratios. Without a doubt the family background from which the students come plays a significant role in impacting achievement. Dustmann et al. (2003) proposes that the financial resources of the family, the quality time parents spend with children, the size of the family, a child’s birth order and the interest the parent shows in the child’s performance are important in analyzing factors that influence success in school. The socioeconomic context and location in which the child resides could also be a constraining factor. Preece (1987) adds that another factor, the heterogeneous nature of the classroom could be a significant key in understanding student achievement. He proposes that more homogeneous classrooms foster a better learning environment for students, regardless of class size or student-teacher ratios. Research has not proven either side of the debate but has demonstrated the possible merits of both. Educators seem determined, despite the lack of evidence to support the claim, to reduce the student-teacher ratios in an effort to impact student achievement. These educators are not completely misguided in their position however. It is a combination of factors too complicated to isolate that determines the how well each student achieves individually. Reduced class sizes have not proven to be harmful to any significant extent and thus existing policies to continue to reduce the student-teacher ratios cannot possibly do any notable amount of harm. ferences Alspaugh, J. W. (1994, Summer). The relationship between school size, student teacher ratio and school efficiency. Education, 114(4), 593-601. Borland, M. V., Howsen, R. M. & Trawick, M. W. (2005, Mar). An investigation of the effect of class size on student academic achievement. Education Economics, 13(1), 73-83. Colorado Association of School Boards, Colorado Association of School Executives & Colorado Education Association. (n. d. ). Believe in a better Colorado. Retrieved November 19, 2007, from http://www. believeinabettercolorado. org/images Dustmann, C. , Rajah, N. & van Soest, A. (2003, Feb). Class size, education, and wages. Economic Journal, 113(485), F99-F149. Ehrenberg, R. G. , Brewer, D. J. , Gamoran, A.& Willms, J. D. (2001, Nov). Does class size matter? Scientific American, 285(5), 78-85. Graddy, K. & Stevens, M. (2005, Apr). The impact of school resources on student performance: A study of private schools in the United Kingdom. Industrial & Labor Relations Review, 58(3), 435-451. Gursky, D. (1998, Oct). Class size does matter. Education Digest, 64(2), 15-18. Hanushek, E. A. (2000, Aug). Evidence, politics, and the class size debate. Retrieved November 19, 2007, from http://www. utdallas. edu/research/tsp/pdfpapers/paper19. PDF Lamdin, D. J. (1995, Apr). Testing for the effect of school size on student achievement within a school district. Education Economics, 3(1), 33-42. Morisi, T. L. (1994, Jul). Employment in public schools and the student-to-employee ratio. Monthly Labor Review, 117(7), 40-44. National Center for Education Statistics. (2001, Sep). Elementary and secondary school enrollment. Education Statistics Quarterly, 2(2). Retreived November 19, 2007 from, http://nces. ed. gov/programs/quarterly/Vol_2/2_2/q3-3. asp Preece, P. F. (1987, Jul/Aug). Class size and learning: A theoretical model. Journal of Educational Research, 80(6), 377-379. Sable J. & Garofano, A. (2007, Jun). Public elementary and secondary school student enrollment, high school completions, and staff from the common core of data: School year 2005-06. Retrieved November 19, 2007, from, http://nces. ed. gov/pubsearch/pubsinfo. asp Schweitzer, T. T. (1991, Summer). Collective bargaining, teachers, and student achievement: Comment. Journal of Labor Research, 12(3), 297-298. Vignoles, A. (1998, May). Raising standards in our schools: Does class size really matter? Economic Outlook, 22(3), 18-23.

Information Technology on Individuals, Organizations and Societies

Part VI Implementing and Managing IT 13. 14. 15. 16. 17. Chapter 17 IT Strategy and Planning Information Technology Economics Acquiring IT Applications and Infrastructure Security Impacts of IT on Individuals, Organizations, and Society Impacts of IT on Individuals, Organizations, and Society Movie Piracy Learning Objectives 17. 1 Perspectives on IT Impacts 17. 2 IT Is Eliminating the Barriers of Time, After studying this chapter, you will be able to: Space, and Distance Understand the changes that take place in the workplace and the lives of individuals when information technology eliminates geographical and spatial barriers.Describe some of the major impacts of information technology on individuals, organizations, and society. 17. 3 Information Is Changing from a Scarce Resource to an Abundant Resource Discuss the positive and negative effects associated with the abundance of information made available by IT. 17. 4 Machines Are Performing Functions Identify the issues that arise du e to uneven diffusion of information technology across countries and socioeconomic classes. Previously Performed by Humans 17. 5 Information Technology Urges People to Reexamine Their Value Systems Understand the complexity of effects of technological rogress on labor markets and individual employees. 17. 6 Conclusion 17. 7 Managerial Issues Discuss the impacts of information technology on the quality of life and interpersonal relationships. Recognize the legal, ethical, and moral issues that become particularly critical due to proliferation of information technology. Minicases: 1. Megachurches 2. RFID for Consumer Products Integrating IT ACC FIN MKT POM HRM IS SVC 663 MOVIE PIRACY The Problem Generations of moviegoers went to movie theaters to enjoy the latest films. They accepted the idea of paying for their movies. However, movie piracy, which has been reatly accelerated by information technology, is challenging this notion. Now, movie pirates are bringing the latest motion pictu re releases to an Internet-connected computer near you. For years, movie studios suffered minor losses due to high-tech piracy (theft of digital content) that was carried out by people duplicating videotapes and DVDs. The need to produce and distribute physical media presented a number of technical and logistical difficulties for movie pirates, which limited the scope of their operations. Thus, picture studios largely ignored these activities. When Napster. com and other sites began to se the Web and peer-to-peer technologies to share pirated music, movie producers felt reasonably immune to this trend. After all, it would take more than a week to download a 5-gigabyte DVD-quality movie using a 56-kilobits-per-second modem. Some individuals argue that piracy does not hurt film studios but, rather, makes movies available to those people who would not be able to enjoy them otherwise. Information technology that enables movie piracy raises a number of significant issues, such as intelle ctual property rights, fair use, and the role of government in regulating these issues.Furthermore, information technology makes it easier than ever to cross national borders, adding international implications to the issue of movie piracy. The Solution To deal with movie piracy, picture studio executives attacked several aspects of the problem simultaneously. First, media companies tried to shape public opinion in a way that would discourage movie piracy. For instance, to raise public awareness of the issue, filmmakers launched an advertising campaign with the slogan â€Å"Movies. They’re worth it. † Second, the movie industry performed a number of ctivities that made it more difficult to copy and distribute pirated movies without being noticed. For instance, 664 enhanced physical security at movie theaters, which may include the use of metal detectors and physical searches for recording devices, helps the film industry deter piracy at â€Å"sneak previews† and movie premieres (Ripley, 2004). Technology plays an important part in this process. The Results Hollywood had several high-profile wins in its fight against Internet movie piracy in 2005 and 2006. The film industry’s trade organization, the Motion PictureAssociation of America (MPAA), slapped hundreds of people with lawsuits for illegally downloading and trading films online. The U. S. departments of Justice and Homeland Security shut down Elite Torrents, a popular Web site that spread copies of Star Wars: Episode III— Revenge of the Sith before the movie officially opened. Even Bram Cohen, creator of BitTorrent (a peer-to-peer file-sharing program responsible for an estimated 65% of illegal movie downloads in 2005), agreed to cut links to MPAA-pirated content off his Web site (Leung, 2006). Yet the problem seems to be getting worse.According to London-based research firm Informa, illegal movie downloads cost the industry U. S. $985 million in 2005, up from U. S. $860 million in 2004. Growing access to broadband likely played a role, as higher Internet speeds made downloading large movie files faster. Studio executives realize that enforcement is only part of the solution. As in the music industry, many believe the best way to prevent illegal downloads is to offer legal alternatives. Warner Bros. turned a technology used by Internet movie pirates to its advantage. In March 2006, in Germany, Austria, and parts of Switzerland, the company aunched In2Movies, a peer-to-peer file-sharing network that lets users download movies for the price of a DVD or less. Kevin Tsujihara, the president of the Warner Bros. ’ home entertainment group, said Germany has all the right ingredients for such a service: high rates of piracy due to high levels of broadband penetration, a tech-savvy population, and consumers willing to pay for downloaded movies. Sources: Compiled from Leung (2006) and Ripley (2004). Lessons Learned from This Case Obviously, information technology is not the cause of movie piracy, just as it is not the cause of music iracy. (See Online File W17. 1 for a discussion of music piracy. ) However, it is the tool that tremendously heightens the importance of legal, ethical, and regulatory issues related to this phenomenon. Copyright, trademark, and patent infringement, freedom of thought and speech, theft of property, and 17. 1 fraud are not new issues in modern societies. However, as this opening case illustrates, information technology adds to the scope and scale of these issues. It also raises a number of questions about what constitutes illegal behavior versus unethical, intrusive, or undesirable behavior.This chapter examines these and numerous other impacts of information technology on individuals, organizations, and society. Perspectives on IT Impacts Concern about the impact of technology on people, organizations, and society is not new. As early as the 1830s, English intellectuals expressed philosophical argumen ts about the effects of technologies that had given rise to the Industrial Revolution some 60 to 70 years earlier. Samuel Butler, in his 1872 book Erehwon (an anagram for nowhere), summarized the anxiety about the disruptive influences of technology on the lives of people.The book described a society that made a conscious decision to reject machines and new technology; in it, people have â€Å"frozen† technology at a predetermined level and outlawed all further technological development. While there are many philosophical, technological, social, and cultural differences between society at the start of the Industrial Revolution and the society of the middle of the Information Age in which we now live, there are, nevertheless, people who continue to believe that humankind is threatened by the evolution of technology. Overall, however, our society has not rejected technology but, rather, has embraced it.Most of us recognize that technology and information systems are essential t o maintaining, supporting, and enriching many aspects of the lives of individuals, operations of organizations, and functioning of societies. Humans are involved in a symbiotic relationship with technology. All the same, we must be aware of its effect on us as individuals and as members of organizations and society. Throughout this book, we have noted how information systems are being rationalized, developed, used, and maintained to help organizations meet their needs and reach their goals.In all these discussions, we have assumed that development and implementation of information technology produce only positive results and leave no major negative consequences. However, is this really true? Abundant evidence unmistakably points to potential negative effects of technology in general, and information technology in particular. Information technology has raised a multitude of negative issues, ranging from illegal copying of software programs to surveillance of employees’ e-mail. The impact of IT on employment levels is of major concern, as are the effects on sociability and the quality of life. A more critical issue, however, involves questions such as: Will proliferation of technology cause irreversible changes to the society as we know it? Will humans benefit from the new capabilities of information technology, or will they be harmed by machines playing more and more prominent roles in the society? Who will investigate the costs and risks of technologies? Will society have any control over the decisions to deploy technology? 665 666Chapter 17 Impacts of IT on Individuals, Organizations, and Society This chapter will discuss several major themes that can be identified among the countless effects of information technology. We will discuss how information technology removes spatial and geographic barriers, transforms information into an abundant resource, enables machines to perform â€Å"human† tasks, and forces people to reconsider their value syste ms. Each of these trends is comprised of the effects of multiple technologies and has far-reaching implications for various groups of people. 17. 2 IT Is Eliminating the Barriers of Time, Space, and DistanceOne of the most noticeable developments precipitated by information technology is the elimination of numerous barriers that traditionally separated individuals, organizations, and societies at different geographic locations. In essence, information technology is redefining the entire concept of time, space, and distance. Proliferation of high-speed data communication networks that span the globe enables companies to integrate geographically distant manufacturing and research facilities, link international financial markets, and even provide customer service from halfway around the world.GLOBALIZATION Offshore outsourcing is one of the manifestations of the trend toward globalization— blurring of geographic barriers—that is accelerated by information technology. Well -educated English-speaking employees residing in countries like India and the Philippines can perform services demanded by firms based in the United States, Great Britain, or any other country. In fact, outsourcing of white-collar services has already become mainstream, with software development and call-center operations being among the most prevalent.Furthermore, the outsourcing trends are naturally expanding into such activities as processing of insurance claims, transcription of medical records, engineering and design work, financial analysis, market research, and many others (â€Å"The Remote Future,† 2004). From a macroeconomic perspective, the effects of offshore outsourcing are quite positive: It facilitates a more efficient allocation of human resources by removing the imperfections introduced by geographical boundaries. On a microeconomic level, numerous companies will benefit from lower costs of outsourced activities.For example, by outsourcing back-office work to Costa Rica, the Philippines, and Great Britain, Procter & Gamble was able to realize $1 billion in cost reductions (La Londe, 2004). Nevertheless, outsourcing, as any other impact of information technology, raises an array of complex interrelated issues that are not always positive. For instance, outsourcing may be advantageous to some groups of people, but detrimental to others. Nasscom, the Indian IT industry lobby, forecasts that employment in the â€Å"ITenabled services† industry in India will grow from 770,000 in 2004 to 2 million in 2008 (â€Å"The Remote Future,† 2004).Yet, employees and trade unions in Western nations are expressing concerns about job losses resulting from offshore outsourcing. The U. S. federal government and the majority of individual states are already considering laws that would prevent government agencies from contracting their services out to foreign firms (Schroeder, 2004). As the volume of sensitive data processed offshore increases, o utsourcing will raise the questions of privacy and confidentiality.Privacy standards in a country where data originate may vary dramatically from the privacy laws and privacy safeguards in the country where the data are processed. An incident in which a disgruntled worker in Pakistan threatened to post medical records of U. S. patients on the Internet highlights the seriousness of this issue (Mintz, 2004). 17. 2 IT Is Eliminating the Barriers of Time, Space, and Distance 667 The remarkable communications capabilities delivered by IT promote globalization not only through offshore outsourcing but also through enabling firms to distribute core corporate functions around the globe.TELECOMMUTING Broadband Internet access, secure virtual private networks, and mobile computing technologies are making it possible for many professionals to telecommute, or work from outside the office. According to some estimates, by the year 2010 more than half of workers in the United States will spend 2 o r more days a week working away from the office. However, experts estimate that even in 10 years it would be uncommon to find workers who telecommute 5 days a week, suggesting that telecommuting would not fully eliminate the need for central office locations.From 1990 to 2000, the number of those who worked more at home than at the office grew by 23 percent, twice the rate of growth of the total labor market. Since 2000, telecommuting has continued to increase. Approximately 4. 5 million Americans telecommute a majority of their total working days, with some 20 million commuting at least some days each month and 45 million telecommuting at least once per year. Telecommuting offers a plethora of benefits, including reducing rush-hour traffic, improving air quality, improving highway safety, and even improving health care (see IT at Work 17. ). Among the large metropolitan areas in the United States, the largest amount of telecommuting occurs in Denver, Portland, and San Diego. The pr ojected growth of IT-related jobs is on the rise. Five of the top ten highest-growth jobs are IT-related, including computer software engineering for applications, computer support specialists, computer software engineering for systems software, network and computer systems administrators, and network systems and data communication analysts (Bureau of Labor Statistics, Occupational Outlook Handbook; see money. cnn. om/magazines/ business2/nextjobboom/), and the rates of telecommuting are expected to grow even higher. Many of these IT-related jobs can now be effectively performed from home, thanks to excellent bandwidths and improved technologies to support telecommuting. IT at Work 17. 1 Telemedicine Helps Indian Tribe Get Better Health Care The Alabama Coushatta Indian Tribe Reservation, located 45 miles outside of Houston, Texas, in Livingston County, has experienced an outmigration of its people to more metropolitan areas in search of better education, jobs, and health care.Wanti ng to preserve its race and culture, the 300-member tribe sought ways to make living on the reservation more attractive to its young members. In partnership with Sam Houston State University (SHSU) and with $350,000 in funding from the Rural Utilities Services, a network called RESNET was created to bridge the information and communication gaps for residents of Livingston and surrounding counties. A fiber-optic network links the medical clinic on the reservation to the University of Texas Medical Branch in Polk County as well as to the Tyler County Hospital. Tribal members can ow receive more specialized care as two-way consultations between the clinic on the reservation and the hospital in Polk County or Tyler County are now possible. Individuals with ailments that might require hospitalization, but about which they are not sure, such as a diabetic with a concern about a swollen limb, can first check with the medical clinic on the reservation. Vital signs can be taken and radiology images shared with the specialist physicians at one of the hospitals, and then informed decisions about whether the patient needs to travel to a hospital can be made.This helps improve the quality of care as well as saves time both for patients and for medical staff. Source: USDA (2006) and shsu. edu (1997). For Further Exploration: What are potential legal problems associated with telemedicine? What are some trade-offs to be considered? 668 Chapter 17 Impacts of IT on Individuals, Organizations, and Society The typical telecommuter is well-educated, financially stable, has children, works in management and/or sales, and had worked in his or her current position for several years face-to-face before starting to telecommute Balaker, 2005). Likewise, as the percent of service-related jobs increases—by 2002, 82 percent of the U. S. workforce worked in service-related jobs—the potential for more telecommuting also rises. It is simply not possible for factory or agricultur al laborers to telecommute, but many service-related jobs do offer the potential for telecommuting. One area where telecommuting is having a promising impact is that of telemedicine. For instance, in 2001, doctors in New York performed the first successful crossAtlantic telesurgery on a patient in Strasbourg France.The removal of the patient’s gallbladder was conducted via a robotic arm that was remotely controlled by the surgeons. A fiber-optic cable operated by France Telecom enabled the high-speed link so that the images from the operating table in France were on display in front of the doctors in New York, with an average time delay of only 150 milliseconds (Johnson, 2002). Other areas of medicine are experiencing surges in telemedicine as well. Replacing the couch with a monitor and video feed, telepsychiatry in particular is becoming popular, fueled in part by the need to serve rural patients and the need to service prison populations.Data from the National Conference o f State Legislatures indicates that as of 2006, six states in the United States required private insurers to reimburse patients for telepsychiatry. Impacts of Working from Home or Virtual Office. All forms of telecommuting— working from home (WFH) or a virtual office—give employees greater flexibility in their working locations and hours. Working in a virtual office is one way an employee can telecommute by completing job duties virtually anywhere—a car, hotel room, airport, or any hotspot.Telecommuting (or telework) played a significant role in business continuity and continuity of operations planning. Companies who had employees in New York City on 9/11 or New Orleans during Hurricane Katrina relied on telework. Their employees were able to work immediately after these tragedies because of the telework programs they had in place. The Telework Coalition (TelCoa. org), a nonprofit membership organization that promotes virtual and distributed work, conducted a be nchmarking study of employers in public and private sectors with large telework programs. Employers represented roughly 00,000 employees and 150,000 teleworkers and mobile workers. The 2006 study, sponsored by Intel, looked at how these large organizations resolved problems to create successful programs that benefited the organization and employees through reduced real estate costs, increased employee retention, and a higher rate of employee satisfaction. The survey was valuable because it examined details such as benefits, costs, challenges, and unexpected consequences experienced by managers. Most participants emphasized the importance of the mobility that telework enables when dealing in a global economy.To read the Executive Summary of the telework survey, visit telcoa. org/id311. htm. An interesting finding was that telework was being regarded as â€Å"just work† and not an unusual form of work. As long as employees had a phone, laptop, high-speed Internet access, and fa x, they are in business wherever they are. With the convergence of technologies, such as a wireless-equipped laptop with a VoIP phone, or a new-generation PDA, work can be done from almost anywhere. Telework is also of great importance to the local community and society because of effects on the environment, safety, and health.For example, the strength of a society depends on the strength of its individuals and the strength of their families. Other potential benefits 17. 2 IT Is Eliminating the Barriers of Time, Space, and Distance TABLE 17. 1 669 Potential Benefits of Telecommuting or Virtual Work Individuals Organizational Community and Society †¢ Reduces or eliminates travelrelated time and expenses †¢ Improves health by reducing stress related to compromises made between family and work responsibilities †¢ Allows closer proximity to and involvement with family †¢ Allows closer bonds with the family and the community Decreases involvement in office politics â € ¢ Increases productivity despite distractions †¢ Reduces office space needed †¢ Increases labor pool and competitive advantage in recruitment †¢ Provides compliance with Americans with Disabilities Act †¢ Decreases employee turnover, absenteeism, and sick leave usage †¢ Improves job satisfaction and productivity †¢ Conserves energy and lessens dependence on foreign oil †¢ Preserves the environment by reducing traffic-related pollution and congestion †¢ Reduces traffic accidents and resulting injuries or deaths Reduces the incidence of disrupted families when people do not have to quit their jobs if they need to move because of a spouse’s new job or family obligations †¢ Increased employment opportunities for the homebound †¢ Allows the movement of job opportunities to areas of high unemployment of telework to individuals, organizations, and communities are listed in Table 17. 1. There are numerous potential negative effect s of telework, including a sense of isolation when working from home even though such work often requires a lot of telephone contact with people in the office.Growth in telecommuting raises the questions of whether the benefits of working from home outweigh the costs, and whether telecommuting is appropriate for everyone or only for workers with certain qualities and personality types. Few of us want to work around the clock, 24 hours a day, seven days a week, 365 days a year, but the pressure to do so could be considerable if the facility exists. Another pressure may be to work antisocial hours—night shifts, for example, or weekends—which can adversely impact the quality of social interactions and interpersonal relationships. For more on teleworking, see Online File W17. 2. ) Globalization and telecommuting are only two examples of how information technology removes the barriers of time, space, and distance. Far-reaching results of this trend are changing the way we l ive, work, play, and do business, bringing both improvements that we can enjoy and the challenges that we need to overcome. In the context of organizations, these changes have important implications for structure, authority, power, job content, and personnel issues. STRUCTURE, AUTHORITY, POWER, JOB C ONTENT, AND PERSONNEL ISSUESThe IT revolution may result in many changes in structure, authority, power, and job content, as well as personnel management and human resources management. Details of these changes are shown in Table 17. 2. In addition, other changes are expected in organizations. IT managers are assuming a greater leadership role in making business decisions. The impact goes beyond one company or one supply chain, to influence entire industries. For example, the use of profitability models and optimization is reshaping retailing, real estate, banking, transportation, airlines, and car renting, to mention just a few.These and other changes are impacting personnel issues, as shown in Table 17. 3. Many additional personnel-related questions could surface as a result of using IT. For example: What will be the impact of IT on job qualifications and on training 670 Chapter 17 Impacts of IT on Individuals, Organizations, and Society TABLE 17. 2 Impacts of IT on Structure, Authority, Power, and Job Content Impact Effect of IT Flatter organizational hierarchies IT increases span of control (more employees per supervisor), increases productivity, and reduces the need for technical experts (due to expert systems).Fewer managerial levels will result, with fewer staff and line managers. Reduction in the total number of employees, reengineering of business processes, and the ability of lower-level employees to perform higher-level jobs may result in flatter organizational hierarchies. The ratio of white- to blue-collar workers increases as computers replace clerical jobs, and as the need for information systems specialists increases. However, the number of profess ionals and specialists could decline in relation to the total number of employees in some organizations as intelligent and knowledge-based systems grow.IT makes possible technology centers, e-commerce centers, decision support systems departments, and/or intelligent systems departments. Such units may have a major impact on organizational structure, especially when they are supported by or report directly to top management. Centralization may become more popular because of the trend toward smaller and flatter organizations and the use of expert systems. On the other hand, the Web permits greater empowerment, allowing for more decentralization. Whether use of IT results in more centralization or in decentralization may depend on top management’s philosophy.Knowledge is power, and those who control information and knowledge are likely to gain power. The struggle over who controls the information resources has become a conflict in many organizations. In some countries, the fight may be between corporations that seek to use information for competitive advantage and the government (e. g. , Microsoft vs. the Justice Dept. ). Elsewhere, governments may seek to hold onto the reins of power by not letting private citizens access some information (e. g. , China’s restriction of Internet usage).Job content is interrelated with employee satisfaction, compensation, status, and productivity. Resistance to changes in job skills is common, and can lead to unpleasant confrontations between employees and management. Change in blue-towhite-collar staff ratio Growth in number of special units Centralization of authority Changes in power and status Changes in job content and skill sets requirements? How can jobs that use IT be designed so that they present an acceptable level of challenge to users? How might IT be used to personalize or enrich jobs?What can be done to make sure that the introduction of IT does not demean jobs or have other negative impacts from the w orkers’ point of view? All these and more issues could be encountered in any IT implementation. TABLE 17. 3 Impacts of IT on Personnel Issues Impact Effect of IT Shorter career ladders In the past, many professionals developed their abilities through years of experience and a series of positions that exposed them to progressively more complex situations. The use of IT, and especially Web-based computer-aided instruction, may short-cut this learning curve. IT introduces the possibility for greater electronic supervision.In general, the supervisory process may become more formalized, with greater reliance on procedures and measurable (i. e. , quantitative) outputs and less on interpersonal processes. This is especially true for knowledge workers and telecommuters. The Web has the potential to increase job mobility. Sites such as techjourney. com can tell you how jobs pay in any place in the United States. Sites like monster. com offer places to post job offerings and resumes. U sing videoconferencing for interviews and intelligent agents to find jobs is likely to increase employee turnover.Changes in supervision Job mobility 17. 3 Information Is Changing from a Scarce Resource to an Abundant Resource 17. 3 671 Information Is Changing from a Scarce Resource to an Abundant Resource Few people disagree with the notion that information is a valuable resource and that increased availability of information can be beneficial for individuals and organizations alike. However, information technology’s capability to introduce ever-growing amounts of data and information into our lives can exceed our capacity to keep up with them, leading to information overload.Business users are not suffering from the scarcity of data; instead, they are discovering that the process of finding the information they need in massive collections of documents can be complicated, time consuming, and expensive. The impact of information overload is felt not only in business circles b ut also in many other parts of the society, including the military intelligence community. At the onset of the Information Age, intelligence professionals acquired never-before-seen data collection tools, including high-resolution satellite imagery and versatile sensors capable of penetrating natural and manmade barriers.Furthermore, information technology enabled the intelligence community to establish high-speed communication links to transfer the data, build vast databases to store the data, and use powerful supercomputers with intelligent software to process the data. Clearly, information technology has greatly increased both the amount of information available to the intelligence community and the speed at which it can analyze this information. However, existing computer systems and human analysts are unable to deal with the increasing volumes of data, creating the information-overload problem.For instance, according to MacDonald and Oettinger (2002),â€Å"information that mig ht have prevented some of the September 11 attacks apparently existed somewhere within the vast quantity of data collected by the intelligence community, but the systems for using such information have lagged far behind the ability to collect the data. † To be effective at solving the problem of information overload, information systems must differentiate between the data that can be safely summarized and the data that should be viewed in its original form (DeSouza et al. , 2004). INFORMATION OVERLOAD INFORMATION QUALITY FINAs organizations and societies continue to generate, process, and rely on the rapidly increasing amounts of information, they begin to realize the importance of information quality. Information quality is a somewhat subjective measure of the utility, objectivity, and integrity of gathered information. Quality issues affect both the simple collections of facts (data) and the more complex pieces of processed data (information). To be truly valuable, both data and information must possess a number of essential characteristics, such as being complete, accurate, up-to-date, and â€Å"fit for the purpose† for which they are used (Ojala, 2003).The value and usability of data and information that do not satisfy these requirements are severely limited. Issues relating to information quality have become sufficiently significant that they now occupy a notable place on the government’s legislative agenda. The Data Quality Act of 2001 and the Sarbanes-Oxley Act of 2002 impose stringent information quality requirements on government agencies and publicly traded corporations (Loshin, 2004).For example, one of the provisions of the Sarbanes–Oxley Act makes chief executive and financial officers personally responsible and liable for the quality of financial information that firms release to stockholders or file with the Securities and Exchange Commission. This rule emphasizes the importance of controlling and measuring data qualit y and information quality in business intelligence, corporate performance management, and record management systems (Logan and Buytendijk, 2003). Information quality problems are not limited to corporate data. Millions of individuals face information quality ssues on a daily basis as they try to find information 672 Chapter 17 Impacts of IT on Individuals, Organizations, and Society online, whether on publicly available Web pages or in specialized research databases, wikis, blogs, or newsfeeds. Among the most common problems that plague online information sources is omission of materials. A number of online â€Å"full-text† periodicals databases may omit certain items that appeared in the printed versions of those publications. In addition, online sources of information leave out older documents, which are not available in digital form.Thus, one cannot be assured of having access to a complete set of relevant materials. Even materials that are available from seemingly reputab le sources present information quality concerns. Information may have been reported wrong, whether intentionally or unintentionally, or the information may have become out of date (Ojala, 2003). These and other information quality issues are contributing to the frustration and anxiety that for some have become the unfortunate side effect of the Information Age. SPAM THE DIGITAL DIVIDESpamming, the practice of indiscriminately broadcasting unsolicited messages via e-mail and over the Internet, is one of the most widespread forms of digital noise. Spam is typically directed at a person and presents a considerable annoyance, with 70 percent of users indicating that â€Å"spam makes being online unpleasant† (Davies, 2004). Bulk unsolicited electronic messages—spam—accounts for more than 66 percent of all e-mail traffic on the Internet. Some 25. 5 billion spam messages were sent in 2004 (reported by Defacto, 2005).This volume of messages significantly impairs the ban dwidth of Internet service providers and places excessive capacity demands on mail servers. In electronic commerce, spam can delay transactions and can cause problems in supply chains where business data are exchanged through specially configured e-mail accounts (Davies, 2004). Spam hurts businesses even more by lowering the productivity of employees who have to deal with unwanted messages. Spam can originate in any country, making the anti-spam legislation of any given country largely ineffective in keeping spam out.The 2004 Ferris Research Study on spam found that the average amount spent on anti-spam products was $41 per user per year, so for a company with 10,000 employees, this would total $410,000 for the company per year. Thirty-four percent of the respondents in the Ferris study indicated that between 50 and 74 percent of all incoming messages were spam. Fortythree percent reported that managing spam was a major managerial concern. Of the approximately 500 organizations stud ied, 56 percent had already implemented antispam software with another 30 percent planning to.For the 14 percent that did not plan to implement spam software, the major reason was the fear of â€Å"false positives†Ã¢â‚¬â€ that is, the concern that messages that are quite important will be filtered as junk. In fact, unless employees occasionally browse their junk mail, they might very well miss important messages. Thus, in addition to the cost of the software, there is no way around the fact that spam costs organizations in terms of employee time. See Online File W17. 3 for discussion of the U. S. Can-Spam Act.Internet service providers and software companies have embarked on a technological campaign to eradicate spam. Mail-filtering software and other technologies have made it more difficult for spammers to distribute their messages. However, spammers have responded with creative new schemes to defeat the anti-spam solutions. The battle of innovations and counterinnovations between spammers and anti-spam companies continues. Some of the major anti-spam software providers include SpamAssassin, Symantec, Network Associates McAfee, TrendMicro, GFI, SurfControl, and Sophos.Technologies enabling access to information are not distributed evenly among various groups of people. For some people, information continues to be a scarce resource, which puts them at a comparative economic and social disadvantage. The gap in computer technology in general, and now in Web technology in particular, 17. 3 Information Is Changing from a Scarce Resource to an Abundant Resource 673 between those who have such technology and those who do not is referred to as the digital divide.However, by 2003, nearly 100 percent of the public schools in the United States had Internet access (National Center for Educational Statistics, 2005). Not only has the divide in terms of access per se been reduced, but the divide in terms of the quality (or speed) of access has been reduced. By 2003, 95 percent of public schools used broadband connections to access the Internet, as compared with 80 percent in 2000 and fewer than 15 percent in 1996. Greater access in public schools is helping break the racial digital divide that has been noticeable since the Internet first emerged.The New York Times reported in March 2006 that a Pew national survey of people 18 and older found that 61 percent of African Americans reported using the Internet, compared with 74 percent of whites and 80 percent of English-speaking Hispanics (Marriott, 2006). However, what these studies do not indicate is the purpose of the Internet use, the frequency of it, or the benefit of it. Nor do the studies provide evidence that the divide is shrinking across households. Poorer households remain less likely to have Internet access from the home than do wealthier counterparts (Marriott, 2006).Moreover, even as the divide lessens in regard to mature technologies, it continues to exist for newer technologies. Fo r example, some schools with sufficient resources are now making iPods a tool for all students (see IT at Work 17. 2). IMPACTS ON I NDIVIDUALS Together, the increasing amounts of information and information technology use have potential impacts on job satisfaction, dehumanization, and information anxiety as well as impacts on health and safety. Although many jobs may become substantially more â€Å"enriched† with IT, other jobs may become more routine and less satisfying.Dehumanization and Other Psychological Impacts. Many people feel a loss of identity, a dehumanization, because of computerization; they feel like â€Å"just another number† because computers reduce or eliminate the human element that was present in the noncomputerized systems. Some people also feel this way about the Web. On the other hand, while the major objective of technologies, such as e-commerce, is to increase productivity, they can also create personalized, flexible systems that allow individua ls to include their opinions and knowledge in the system.These technologies attempt to be people-oriented and user-friendly (e. g. , blogs and wikis). The Internet threatens to have an even more isolating influence than has been created by television. If people are encouraged to work and shop from their living rooms, then some unfortunate psychological effects, such as depression and loneliness, could develop. Some people have become so addicted to the Web that they have dropped out of their regular social activities, at school or work or home, creating societal and organizational problems.Another possible psychological impact relates to distance learning. In some countries, it is legal to school children at home through IT. Some argue, however, that the lack of social contacts could be damaging to the social, moral, and cognitive development of school-age children who spend long periods of time working alone on the computer. Information Anxiety. Another potential negative impact is information anxiety. This disquiet can take several forms, such as frustration with our inability to keep up with the amount of data present in our lives. Information anxiety can take other forms as well.One is frustration with the quality of the information available on the Web, which frequently is not up-to-date or incomplete. Another is frustration or guilt associated with not being better informed, or being informed too late (â€Å"How come others knew this before I did? †). A third form of information anxiety stems from information overload (too many online sources). 674 Chapter 17 Impacts of IT on Individuals, Organizations, and Society IT at Work 17. 2 The Dog Ate My iPod Schools and universities are finding new ways to keep up with technology, such as the emergence of iPods on campuses.All levels of education are using this brand of portable media players, designed and marketed by Apple Computer, as a learning tool. Duke University was one of the first to embrace thi s technology. Duke’s provost, Peter Lang, said, â€Å"the direct effect of iPods is they learn better in the classroom. † Duke was awarded a grant to give their freshmen 20-gigabyte iPods—enough storage for up to 5,000 songs. The results are mixed; about 75 percent of those surveyed at Duke said they use their iPods for academic work. Half the time, they use the device in ways recommended by the professors.The positive feedback is that the iPod is similar to the old recording devices used in the past, but with the ability to store, organize, and access with a click of a couple of buttons. Students do not have to attend the class to download the materials online or from a fellow student. Some schools feel that students will skip out on classes and rely on each other’s recordings, or even use the device to cheat. According to Don McCabe, a Rutgers professor who surveyed nearly 62,000 undergraduates on 96 campuses over four years, two-thirds of the students admitted to cheating.That is a concern, especially with the compact size, wireless earpieces, and the ability to hold podcasts—audio recordings that can be distributed over the Internet. But with an abundance of electronic gadgets, including handheld email devices, wireless access in classrooms to the Internet, calculators that are preprogrammed with formulas, and pensized scanners used to copy text or exams for other students, universities have to stay ahead of the curve. Some other concerns are: How will the lecturer’s words and actions be used for unknown purposes and when/where is copyright eing infringed when students and faculty make their own recordings? In spite of the worries of skipping class, personal use, and cheating, Apple Computer is behind the iPod in the education field. Six schools (Duke, Brown, Stanford, the University of Michigan, the University of Wisconsin–Madison, and the University of Missouri School of Journalism) recently participated i n a pilot program called iTunes U (apple. com/educastion/solutions/ itunes_u/). The program was so popular that Apple began to offer the program to all colleges for lectures, notes, podcasts, and information in a library for students to download.Other schools, such as Brearley School, a private school for girls on the Upper East Side of Manhattan, use iPods predominantly in interactive exercises, such as foreign language classes. Katherine Hallissy Ayala, the head of the computer education department, says â€Å"the hope is that if students are interested in this, they’ll download and explore on their own without being told to. † And Jacques Houis, a French teacher at Brearley, feels that â€Å"listening to many different types of French, not just the teacher, is very important. Students have said that the iPod has helped their foreign language skills by listening to playbacks, music, and other sources besides what is taught in the classroom. One thing is for sure, th e iPod is changing the academic field and schools will have to stay ahead of generations born in the ever-changing world of technology. Sources: Ferguson (2005) and Moore (2005) For Further Exploration: How does the use of iPods shift responsibility from teachers â€Å"teaching† to students â€Å"learning†? What excuses might a student use for not completing an ssignment correctly or submitting it on time? Impacts on Health and Safety. Computers and information systems are a part of the environment that may adversely affect individuals’ health and safety. To illustrate, we will discuss the effects of job stress and long-term use of the keyboard. Job Stress. An increase in workload and/or responsibilities can trigger job stress. Although computerization has benefited organizations by increasing productivity, it has also created an ever-increasing workload for some employees.Some workers, especially those who are not proficient with computers, but who must work wi th them, feel overwhelmed and start feeling anxious about their jobs and their job performance. These feelings of anxiety can adversely affect workers’ productivity. Management’s responsibility is to help alleviate these feelings by providing training, redistributing the workload among workers, or by hiring more individuals. Repetitive Strain (Stress) Injuries. Other potential health and safety hazards are repetitive strain injuries such as backaches and muscle tension in the wrists and fingers.Carpal tunnel syndrome is a painful form of repetitive strain injury that affects the wrists and hands. It has been associated with the long-term use of keyboards. 17. 3 Information Is Changing from a Scarce Resource to an Abundant Resource 675 Lessening the Negative Impact on Health and Safety. Designers are aware of the potential problems associated with prolonged use of computers. Consequently, they have attempted to design a better computing environment. Research in the area of ergonomics (the science of adapting machines and work environments to people) provides guidance for these designers.For instance, ergonomic techniques focus on creating an environment for the worker that is safe, well lit, and comfortable. Devices such as antiglare screens have helped alleviate problems of fatigued or damaged eyesight, and chairs that contour the human body have helped decrease backaches (see A Closer Look 17. 1). A Closer Look 17. 1 Ergonomic and Protective Products Many products are available to improve working conditions for people who spend much of their time at a computer. The following photos illustrate some ergonomic solutions. Wrist support Back support Eye-protection filter optically coated glass) Adjustable foot rest 676 Chapter 17 Impacts of IT on Individuals, Organizations, and Society 17. 4 Machines Are Performing Functions Previously Performed by Humans One of the distinguishing traits of humankind is the continuous quest to find tools and techniqu es to replace human work and manual labor. Information technology greatly accelerates this process and allows machines to perform a variety of complex functions, which, in the past, could be performed only by humans. Robotics offers a clear example of information technology eliminating the need for human labor.Computerized transaction processing systems, automated teller machines, intelligent scheduling software, and voice recognition systems illustrate information technology’s capability to replace administrative and clerical work. Moreover, artificial intelligence and expert systems are now able to perform the work of white-collar professionals. As functionality of machines and computer systems continues to evolve, it will transform societies by influencing such critical factors as the quality of life, the dynamics of labor markets, and the nature of human interactions. QUALITY OF LIFE GOVQuality of life refers to measures of how well we achieve a desirable standard of livi ng. For example, the use of robots in uncomfortable or dangerous environments is one of the primary ways of improving the quality of life with information technology. For decades, robots have been used to replace physically demanding or tedious activities in manufacturing plants. Robots and other quasi-autonomous devices have become increasingly common on farm fields, in hospitals, and even in private homes, improving the quality of life of numerous people. A type of robot works at the University of California Hospital at San Francisco.The five-foot-tall machine, which can drive down the hallways and call an elevator to travel to other floors, carries medicine and blood samples around the building (Stone, 2003). Specialized robots that can relieve people of the need to perform certain household tasks are becoming commercially available. For instance, robotic vacuum cleaners capable of finding their way around furniture and other obstacles in any room are already sweeping the floors in thousands of homes around the world. Military applications of robotics hold the potential not only to improve the quality of life but also to save the lives of soldiers.The Pentagon is researching selfdriving vehicles and bee-like swarms of small surveillance robots, each of which would contribute a different view or angle of a combat zone. In March 2004, DARPA, the research arm of the U. S. Department of Defense, held a race of fully autonomous land vehicles across a challenging 150-mile stretch of the Mojave Desert. Thirteen entrants designed vehicles that could navigate and drive themselves without humans at the remote controls. This race ended without any winners. The machine that traveled the farthest—12 km—was built by Carnegie Mellon University (â€Å"Robots, start your engines,† 2004).These initial results suggest that significant advances in IT will need to be made before robots can handle complex, unfamiliar situations and operate entirely autonomou sly. Somewhat less obvious, but very noticeable improvements in the quality of life arise from the ability of computers to â€Å"make decisions†Ã¢â‚¬â€an activity that used to be in the exclusive domain of human beings. Although such decisions are typically limited in scope and are based on rules established by people, they are successfully employed in a variety of practical applications.For example, automobile navigation systems may be incapable of guiding a vehicle across the unpredictable desert terrain, but they are quite adept at finding the optimal route to the desired destination using a network of existing roadways. Global positioning systems (GPSs) integrated 17. 4 Machines Are Performing Functions Previously Performed by Humans SVC 677 with geographic information systems (GISs) available in many modern vehicles allow the driver to hand over navigational decisions to the computer, thereby offering an additional level of safety and convenience.Expert systems used in the health-care industry offer another example of quality of life improvements that follow from machines’ abilities to perform â€Å"human† work. For instance, some systems can improve the diagnosis process by analyzing the set of symptoms experienced by the patient. Other systems can supplement a physician’s judgment by analyzing prescriptions for dosage and potential drug interactions, thus reducing the frequency and severity of medication errors, which translates into a higher quality of life for the patients. Partners HealthCare System, Inc. for example, reported a 55 percent reduction in the number of serious medication errors following the implementation of such a system (Melymuka, 2002). Whether robots will be of the quality of R2D2 (the Star Wars robot) is another issue. It probably will be a long time before we see robots making decisions by themselves, handling unfamiliar situations, and interacting with people. Nevertheless, robots are around that can do practical tasks. Carnegie Mellon University, for example, has developed self-directing tractors that harvest hundreds of acres of rops around the clock in California, using global positioning systems combined with video image processing that identifies rows of uncut crops. Robots are especially helpful in hazardous environments, as illustrated in IT at Work 17. 3. IT at Work 17. 3 The Working Lives of Robots Laying Fiber-Optic Cables. Cities around the world are transforming themselves to the digital era by replacing copper wires with fiber-optic cables or by installing fiber optics where there were no wires before. Because fiber-optic cables are a choice method to deliver high-speed voice and data ommunication (see Technology Guide 4), demand for them is expanding. Cities know that in order to attract and hold on to high-tech business they must provide fiber-optic access to all commercial buildings. You may have seen this activity many times without realizing it: Workers cut up the street, creating noise, dust, and traffic problems. But the worst part of it is that the disruption to people may take weeks, or even months, just to complete one city block. Now, robots are changing it all. One company that invented a technology to improve the ituation is City Net Telecommunications (citynettelecom .com). The idea is to use the existing sewer system to lay the cables. This way no trenches need to be dug in the streets. Pioneering work has been done in Albuquerque, New Mexico, Omaha, Nebraska, and Indianapolis, Indiana (in spring 2001). How do the robots help? Robots are waterproof and do not have noses, and so they are not bothered by working in the sewer. They do not complain, nor do they get sick. As a matter of fact, they work faster than humans when it comes to laying the fiber-optic cables inside the sewer system. POM GOVWhat does it cost? The company claims that laying the fiber-optic cable with robots costs about the same as the old method. The major ad vantage is that it can be done 60 percent faster and without disruption to people’s lives. Cleaning Train Stations in Japan. With growing amounts of rubbish to deal with at Japanese train stations and fewer people willing to work as cleaners, officials have started turning the dirty work over to robots. Since May 1993, the Central Japan Railway Company and Sizuko Company, a Japanese machinery maker, have been using robots programmed to vacuum rubbish.A railway official said the robots, which are capable of doing the work of 10 people each, have been operating at the Sizuko station in Central Japan. The robots measure about 1. 5 meters wide and 1. 2 meters long. The railway and Sizuko spent 70 million yen to develop the machines and are planning to program them for other tasks, such as sweeping and scrubbing. Sources: Compiled from the New York Times (March 6, 2001); from the Wall Street Journal (November 21, 2000); and from â€Å"Robots Used to Clean Train Station in . . . à ¢â‚¬  (1993). See also â€Å"The Robot Revolution Is on the Way† (2000).For Further Exploration: If robots are so effective, what will be the impact on unemployment when more tasks are robotized? What will people do if robots take over? 678 Chapter 17 Impacts of IT on Individuals, Organizations, and Society IMPACT ON L ABOR MARKETS One of the most prominent concerns is the fear that due to technological advances, machines will replace millions of workers, leading to mass unemployment. Robots and office automation systems are effectively competing with humans for blue-collar and clerical jobs. It is important to note that white-collar occupations are not immune to the impact of information technology either.In fact, machines are beginning to challenge scientists, interpreters, computer programmers, lawyers, aircraft pilots, and other professionals in their jobs. Researchers in Great Britain, for instance, have built a robot-scientist capable of performing simple genetic exper iments. The computer-controlled robot independently formulated hypotheses about the functions of unknown genes, designed experiments to test them, manipulated laboratory equipment to conduct the experiments, analyzed the results, and accepted or rejected hypotheses based on the evidence it obtained.The robot’s performance was comparable to the performance of graduate students working on similar tasks (Begley, 2004). Translators and interpreters also face competition from information technology in the form of speech- and text-based machine translation systems. While existing machine translation software cannot rival the accuracy, clarity, eloquence, and vividness of human translations, it is typically able to convey the gist of the message and comply with the major rules of grammar and syntax (Schwartz, 2004). (Visit online-translator. com, google. om/language_tools, and world. altavista. com to review several online translation services. ) Legal professionals may discover som e unusual contenders, eager to take over their jobs. Some software packages used by law firms rely on artificial intelligence to analyze facts, determine applicable regulations, and prepare drafts of appropriate documents—all of which are activities traditionally performed by entry-level lawyers and paralegals. These and other examples illustrate a valid threat that information technology presents to workers in numerous occupations.In addition, they prompt the question of whether you should be concerned about the prospects of computers acquiring the capabilities of doing your job more effectively and efficiently. Following the introduction of new technologies that mimic the functions of human workers, it is common to observe some job losses as old jobs are replaced by computerized equipment. However, this negative impact on employment levels offers a very simplistic and incomplete picture of the chain of events associated with technological advances.One of the more straightfo rward positive side-effects of technological advances is the creation of new jobs, which takes place in other sectors of the economy that produce and operate the new equipment and computer systems. Furthermore, introduction of new information technologies results in more efficient allocation of scarce resources, such as labor, capital, and raw materials. As the production processes become more efficient, they apply downward pressure on price levels, which leads to higher demand, as consumers respond to lower prices.To satisfy the growing demand, producers tend to increase the output of goods and services, which is frequently accomplished by hiring more workers. Other entities in the affected supply chains react to increased demand and instigate further employment growth. Thus, from the macroeconomic perspective, technological progress generally increases the aggregate level of employment (Soete, 2001). Fluctuations in unemployment rates are generally associated with business cycles and do not indicate that information technology is likely to displace a large number of workers (Handel, 2003). IT at Work 17. demonstrates one of the impacts of information technology on employment in the retailing industry. Although the net effect of information technology proliferation is generally positive for the economy as a whole, on a personal level, IT-induced job displacement 17. 4 Machines Are Performing Functions Previously Performed by Humans 679 IT at Work 17. 4 Do-It-Yourself Retailing The concept of allowing shoppers to scan and bag their own items at retail stores has been around for quite a while. In the 1980s, technology necessary to implement self-checkout systems was already available.However, at that time, the costs of such systems were prohibitively high, and consumer acceptance was extremely low. As this technology continued to evolve and mature, self-checkout registers turned into attractive propositions for supermarkets, grocery stores, and other retailers. In winter of 1997, Wal-Mart was among the first merchants to test the self-checkout systems in Fayetteville, Arkansas, and other selected markets. The self-checkout machines were developed by Optimal Robotics based in Montreal, Canada.Each register included a holding area with a conveyer belt, a barcode reader, a touchscreen display, and a voice synthesizer to provide the customer with vocal and visual instructions, as well as a bagging area, which rested on scales that checked whether the weight of the scanned item corresponded with the weight of the item placed in the bag. The checkout stations also included currency readers and equipment to accept credit and debit cards, which allowed the customer to pay for the goods. The results of the initial tests were quite encouraging; thus, in 2002 the company began a large-scale rollout of selfcheckout units.Wal-Mart is installing self-checkout machines in most new Supercenters and Neighborhood Market Stores. A significant number of exis ting stores were also retrofitted with the new technology. Typically, the company installs from four to eight self-checkout stations in a store, depending on its size and sales volume. The main reasons that persuade retailers to adopt the new systems include the desire to provide a better customer MKT experience and the need to control costs. Self-checkout stations occupy 25 percent less space than traditional registers, which allows retailers to place more stations within the same floor space.Furthermore, with only one employee overseeing four machines, the store is able to keep a sufficient number of registers open while driving down labor costs. A set of four registers, which costs $80,000 to $100,000, has a payback period of only 6 to 12 months, if implemented correctly. Consumers enjoy shorter lines, faster service, and greater control over the checkout process. As self-checkout machines gain the capabilities to perform the functions of human cashiers (with some help from shopp ers), they gradually displace store employe