Importance of Employer Branding

Importance of Employer tagEmployer Branding1.0 IntroductionEmployer Branding is the most little people precaution returnic in todays flattened global business environment. The economic downturn has further brought attention to the importance of people in delivering the rat promise. Increasingly the sh beholder nurse of a come with rests in its intangible assets e.g. its people, reputation and culture. Organizations spend millions on their corporate brand. But how much do they entrust in their Employer Brand?Employer stigmatisation plays an important role in attracting and restraining talent in the face of a shrinking talent pool. HR professionals ar considered in the beginning responsible for employer stigmatisation initiatives, with most of the companies reporting HR as one of the key stakeholders in employer brand management. While employer stigmatization is predominantly seen as the celestial orbit of HR, market baseing too plays an important role2.0 Literature re view2.1 What is Branding?It is a way to package in institution about functional attributes, economic value, and mentalbenefits so its easily understood and absorbed by the target audience.Marketers today engage in two contrastive types of mark namely external branding and employer ( cozy) branding. The latter yet to pick up in full speed, has tremendous authorization in this increasingly competitive scenario.2.2 out-of-door BrandingDefining External Branding The image that an establishment projects to consumers, suppliers, confideors, and the public.An external brand gives learning on the attributes of the goods or services to flow rate and potential buyers.It answers questions such as2.3 Internal BrandingDefining Employer Branding The image that employees have about what what type of employer an formation is. Whether the brand is obvious or implicit- and even if it has not been deliberately developed- every organization has an internal brand.An Employer Brand (or Internal Brand) gives current and potential employees tuition about the engagement experience and what is expected of them.It answers questions such asEmployer branding can be defined as a form of the corporate branding by which companies establish an image of services they provide, in order to attract or impress employees (Bates, 2001).The below provides an overview of the different types of branding. Product branding focuses on communication to customers about the companys products. Corporate branding communicates the companys financial results to the stakeholders.In the marketing literature, the importance of reconciling perceptions of the firms internal and external image in managing the congruence of all brand messages has been recognized (Dukerich and Carter 2000 Duncan and Moriarty 1998). Not only does this positively influence the perceptions of these messages among employees, potential employees, and customers, but it also ensures that employees argon properly aligned with the b rand and what it represents (Keller 2002). This allows employees to live the brand and reinforces corporate values and expectations of performance among bran- bleak and living employees (Ind 2001). Ind also recognizes that around companies have de facto employer brands without a formalised marketing approach. However, at a time when the financial markets are increasingly recognizing human capital as a source of value for firms and shareholders (Cairncross 2000) Michaels et al. (2001) propose the explicit development and communication of the Employee Value Proposition (EVP) to attract and uphold talented employees. Clearly, there are a number of different marketing inputs that contribute towards the formation of the employer brand, from the development of an EVP to recruitment marketing plans, and outputs which may require advertising, press coverage, sponsorship, word-of-mouth endorsement and contacts with employees (Kennedy 1977 Dowling 1994 2002 Stuart 1999). In this way, the formation of the employer brand image is closely associated with the firm in its role as an employer.In the recruitment literature, Gatewood et al. (1993) go up that the employer brand image is a particularly portentous predictor of early decisions made by peeled recruits about their employers. Turban et al (1998) find that employer brand image positively influences both applicant perceptions of recruiter behaviors and post-interview job and organizational attributes. As to how potential recruits form images of a particular organization, the phenomenon of signaling has been investigated and found to have an influence on employer brand image, particularly in the early stages of the recruitment process (Taylor Bergmann, 1987). That is, recruitment experiences are interpreted as signals of un liven organisational characteristics (Barber, 1998 Rynes, Bretz and Gerhart 1991). For example, job applicants may infer employer brand values based on their recruitment materials e.g. an org anization that emphasizes promotion and salary may be perceived as valuing dedication to career (Honeycutt Rosen 1997).Also, Goltz and Giannantonio (1995) found that recruits infer more positive characteristics about an organization when exposed to a friendly recruiter than an unfriendly one. Moreover, Rynes, Bretz and Gerhart (1991) find that line employees have a bigger signaling impact than staff recruiters and that both are conditioned by the feedback of applicants regarding their impressions of the employer brand image.Very often employer branding is thought to be restricted to recruitment communications and only be c at one timerned with the attraction of employees. In candor however, this is not the case. An employer brand explains how the organisation has been communication and engaging with all of its stake holders be it current, prospective or past employees.Another critical thing to be noticed is that unlike other branding initiatives, an employer brand is not a true brand in its own right. It is not something envisioned and executed by recruitment and advertising agencies that stands alone and separate. An employer brand will be successful only if it operates in conjunction with the organisations corporate and consumer brands.It therefore becomes pertinent to find a connect between employer brand and the existing brands and reflect the behaviours trooped finishedout the organisation, to investors and consumers. It should be able to bring out the real and the aspirational truth about accomplishmenting in an organisation and mirror the values that are exhibited through the external corporate and consumer brands. If there is a disconnect between the two, the brand promise that is assumption to new employees will vanish as the reality of working in a very different organisation to the one promised.The roots of the concept of employer branding str and so on back to the 1990s. However, due to uncomfortable market conditions and a grim street cor ner, the concept could not flourish completely and it has only been in the last five social classs that employer branding has become a study force.In 1996, Simon Barrow and Tim Ambler gave this definition We define the Employer Brand as the package of functional, economic and psychological Benefits provided by employment and identified with the employing company. The most significant role of employer branding is to provide a comprehensive framework for management to be able to define priorities, increase productivity and improve recruitment, retention and commitment.Employer branding may seem superficial from a certain percentageage point of view, since it is not directly helping in increasing the sales s and thus impacting prat lines but it is definitely here to stay. Organisations have realised that its people provide one of the few distinct competitive differentiators in todays world. Good talent management makes sense and employer branding is an important part of an organis ations armoury from now on. In order to be able to create a successful employer brand, there are three critical stakeholders who must be involved.Senior management to give insight into the vision, strategic intent, core objectives, competition landscape and reason of consumers attitudes towards the organisation.Key employee groups in order to give opinions on the activities that take place on the work floor, benefits, management and communication within the organisation.Relevant external labour pools to highlight their judgement of an organisation, any roadblocks to success and perception of the organisation in the market. Like all other kinds of branding exercises, employer branding does and will pay off.Following are some benefits to a good employer branding exerciseTrue differentiation in campuses from where recruitment is doneEnthusiastic and aspirational set of messages to be sent out to potential as well as existing employeesMainting a brand consistency through the candida te/new starter journeyA better understanding of how the organization is perceived externallyHigher engagement levels for the existing employeesFinancial returns can also be observed in the long run through efficient employer branding practices. If the right kind of employer branding exercise is done, it will lead to a reduction in the amount of money needed to invest to bring good people into the business.The Employee Value Proposition (EVP) is an important outcome of employer brand. It essentially comprises of the promise that the organization makes to current, future and potential employees. In the process of define an employer brand, the organizations EVP is automatically created.For example, on a new-made employer branding project for HSBC, it was found that the central tenet of the organisation was the investment in, and development of, their employees. The organisation invests hugely in its people, there are opportunities to work locally, nationally and internationally. Beca use of these reasons the EVP that was developed for HSBC was Here you can.As mentioned earlier, Employer branding is not just about reaching potential employees but also about the existing ones. It is about an employer promise which is consistently carried through all stages of employees experiences of that organisation through recruitment processes, into employment and then even after having odd the organization.There is a strong correlation between the engagement and commitment levels and the different stages in the lifecyle of the tenure in an organization. An employee who joins an organisation with an exemplary EVP will exhibit high levels of commitment compared to if he were joining the organization with a poor EVP. After a year, if the EVP is correctly managed, commitment will fall but not as low as the commitment level in organisations with a poor EVP.2.4 Current ScenarioA lot of work has been done on employer branding, its importance, characteristics etc. Firms from divers e industry sectors have formally defined, and are strategically managing, their employer brands. There is no doubt that many practitioners view having a successful employer brand as desirable but there has not been much progress on measuring the effectiveness of employer branding. Quantifying employer branding is very critical from new talent point of view as an index is psychologically better conceived and also making a comparison among organizations.Currently analytics companies such as Hewitt Associates and Mercer conduct surveys for the best employer brands once every year based on certain parameters. However, these surveys are valid only for a certain period of time and there is no utensil to compute the value of an employer brand at any other point of time.2.5 Absence of Measurement of Effectiveness of Employer BrandingSixty-two percent of respondents to a recent survey verbalize they support employer brand initiatives, but only 24% have metrics in place to measure these ini tiatives. The research was conducted by the Bernard Hodes spherical Network. Not surprisingly, The study reveals that a key driver for employer brand development is the need to acquire talent in a competitive global market, said Alan Schwartz, president and CEO. Other findings of the research includeThe most frequently cited key expectations of employer branding were ease in attracting candidates (84%) and recognition as employer of choice(82%).Ninety-four percent of respondents use their corporate Web sites more than other channels, such as printed materials, to promote the employer brand.Seventy-nine percent of respondents reported that HR is one of the key stakeholders in managing the employee brand.3.0 Research ObjectiveThe objective of the research is to develop a quantitative frame work on employer branding of organizations. As a first contour of this work, I would first identify key metrics to measure employer branding. The second phase of the study would develop a generic framework which would help new talent and/or organization to calculate the index of a brand as an employer.4.0 RationaleSuch a mathematical framework would help to pretend and compare the value of an employer brand at any point of time that would benefit all the stakeholders including current employees, potential recruits, competitors etc. It would enable organizations to understand if their efforts are in the right direction and how they stand vis-a-vis their competitors5.0 HypothesisAll organizations make efforts to establish themselves as sought after employer brands. However, the perception of the employer brand varies from soul to person be it a new talent or an existing employee.6.0 Research QuestionsIdentifying key attributes that employees/ new talent consider important when looking at an organization as an employer brand.Relative weightages given to the attributes identified aboveDeveloping an index to calculate comparable values for various employer brands across industr iesResearch methodologyResearch DesignThe study was divided in two phases. First phase was focussed on conducting an in depth secondary research along with qualitative primary research to identify wide range of attributes or metrics which impact employer branding of an organization. This was followed by the designing of questionnaire targeted at final year students at various post graduate colleges.The second phase of the study further analyzes the collected data to build up a mathematical kindred between these set of attributes and index of employer branding. The index would be a guide for new recruits to quantify the employer brand and also help them to compare employer branding of different employers.A sum up of 3 focus group discussions were conducted, which had respondents who were in their final year of graduation and could also be looked at as potential employment seekers.The participants in the FGD were students from management institutes like MICA, Lal Bahadur Shastri (D elhi) and Fore School (Delhi). Each group lasted for about approximately 90 minutes.The discussion guide contained questions about the respondents ideal workplaces, identification the organizations that they would like to work for and the reasons for it, the attributes considered while considering potential employers, employers that they would least be interested in along with the reasons for it. The discussion at long last concluded with the means and methods by which the students finally go about for seeking employment. The main objective of conducting focus group discussions was to come up with a set of attributes that capture all important aspects of employer branding. finished these focus group discussions I was able to arrive at a set of 48 attributes, all of which seemed extremely important from an ideal work place point of view. The following are the attributes that emerged from the various FGDs.A friendly and informal working environmentAn attractive overall compensation package (Basic, HRA, LTA) (fixed component)Application of intimacyBonuses (Variable Component)Brand name of the organizationCustomer-orientationEmotional attachment with organizationEncouragement for new initiativesFeel good factor with the organizationFinancial Health of participationFlexible working schedule relative frequency of appraisal cycleGaining career-enhancing experienceGlobal alignment of the organization (MNC)Good relationship with colleaguesGood relationship with superiors proceeds opportunitiesHumanitarian organisation gives back to societyImpression formed by recruiters of the organizationIndustry in which company operates innovative employer novel work practicesInnovative products and servicesInternationally diverse mix of colleaguesJob ContentJob content and satisfactionJob security within the organizationKnowledge manduction opportunitiesKnowledgeable supervisorLeadership style of supervisorNon-monitory benefits (medical check-ups, insurance at work place, c lub memberships, maternity/ paternity leave)Opportunities for overseas exposurePositive feedback from current or previous employeesProducts (essentials, luxury etc)Quality of Top ManagementReputation of the organizationRewards recognitionScope for creativityScope for lateral movement agate line OptionsStress-free working environmentSupportive and encouraging colleaguesSupportive supervisorSynchronization between corporate goals and employee future plansTraining and development of its employeesVision of LeadershipWebsite of the organizationWorking hours/ weekWorking in shiftsAll these attributes were tested in the survey instrument to arrive at the final set of metrices for measuring the value of employer branding.Employer Branding in Times of RecessionThere are various points of views on how box has impacted employerbranding. On one hand, the thought process says that recession has increased the human resources because of widespread layoffs and thus made employer branding relative ly less important. During the recession periods, one of the primary objectives in all the organizations was to increase the top lines while managing to reduce the bottom lines. And this was made possible by showing a number of employees the way out.Another point of view towards the impact of recession claims that it is at these times that an organizations behaviour towards its employees goes through a litmus test. This is the timefor organizations to ensure not to spoil their employer brand by large scale endpoint of employment or general misbehaviour with its existing employees. Infact this is the time to step in and make efforts towards strengthening the employer brand along with being able to retain the talent in the organization. As has been noted by many HR experts, it always easier to retain an existing and trained employee rather than to get a new one. Thus, to conclude according to this second school of thought, employer branding becomes all the more critical in times of re cession, making it even more important to retain existing talent.Data CollectionRespondents 102 respondents from Delhi and Ahmedabad, all in the final year of graduation from management institutes.Section 1 DemographicsThe demographics include variables such as gender, age, total number of years of work experience, monthly kinfolk income, area of management specialization.demographic VARIABLE GENDERWhat is your gender?Frequency part well-grounded percentageaccumulative percentageValid1. Male6462.762.762.72. Female3837.337.3100.0 add102100.0100.0DEMOGRAPHIC VARIABLE AGEWhat is your age?Frequency percentValid shareCumulative PercentValid1. Under 20 years76.96.96.92. 20-24 years6866.766.773.53. 25-34 years32.92.976.54. 35-44 years2322.522.599.05. 45 years and above11.01.0100.0 chalk up102100.0100.0DEMOGRAPHIC VARIABLE TOTAL NUMBER OF YEARS OF WORK EXPERIENCEWhat is your total number of years of work experience?FrequencyPercentValid PercentCumulative PercentValid1. No experience2928 .428.428.42. Less than a year3534.334.362.73. 1-2 years3029.429.492.24. 2-3 years54.94.997.15. More than 3 years32.92.9100.0Total102100.0100.0DEMOGRAPHIC VARIABLE MONTHLY HOUSEHOLD INCOMEWhat is your monthly household income?FrequencyPercentValid PercentCumulative PercentValid1. less than Rs. 25,00087.87.87.82. Rs. 25,000- Rs. 50,0001817.617.625.53. Rs. 50,000- Rs. 1,00,0005957.857.883.34. More than Rs. 1,00,0001716.716.7100.0Total102100.0100.0DEMOGRAPHIC VARIABLE AREA OF SPECIALIZATIONWhat is your area of specialization?FrequencyPercentValid PercentCumulative PercentValid1. Marketing3635.335.335.32. Media2019.619.654.93. Market Research/ Analytics109.89.864.74. finance3029.429.494.15. HR54.94.999.06. Operations11.01.0100.0Total102100.0100.0DEMOGRAPHIC VARIABLE ASPIRED INDUSTRYWhich industry do you aspire to work in?FrequencyPercentValid PercentCumulative PercentValid1. Consulting4342.242.242.22. Manufacturing1716.716.758.83. Media1413.713.772.54. IT32.92.975.55. Finance1817.617.693 .16. Others76.96.9100.0Total102100.0100.0Section 2 Information SoughtThis section includes the data collected to understand the sources of information used by students to know more about a potential employer and the nature of information that is sought while developing an understanding about the potential employer.SOURCES OF INFORMATION TO KNOW or so A GIVEN COMPANYWhat are your sources of information to know about a given company?1. PeersFrequencyPercentValid PercentCumulative PercentValid17068.6100.0100.0 lacking transcription3231.4Total102100.0What are your sources of information to know about a given company?2. ColleaguesFrequencyPercentValid PercentCumulative PercentValid14140.2100.0100.0MissingSystem6159.8Total102100.0What are your sources of information to know about a given company?3. Family membersFrequencyPercentValid PercentCumulative PercentValid13332.4100.0100.0MissingSystem6967.6Total102100.0What are your sources of information to know about a given company?4. Online searchFrequencyPercentValid PercentCumulative PercentValid17270.6100.0100.0MissingSystem3029.4Total102100.0What are your sources of information to know about a given company?5. Company personnelFrequencyPercentValid PercentCumulative PercentValid15150.0100.0100.0MissingSystem5150.0Total102100.0What are your sources of information to know about a given company?6. Press reportsFrequencyPercentValid PercentCumulative PercentValid13029.4100.0100.0MissingSystem7270.6Total102100.0What are your sources of information to know about a given company?7. OthersFrequencyPercentValid PercentCumulative PercentValid12221.6100.0100.0MissingSystem8078.4Total102100.0NATURE OF INFORMATION desireWhat is the nature of information you look for when applying to a company?1. Type of workFrequencyPercentValid PercentCumulative PercentValid16260.8100.0100.0MissingSystem4039.2Total102100.0What is the nature of information you look for when applying to a company?2. Investor informationFrequencyPercentValid Per centCumulative PercentValid12423.5100.0100.0MissingSystem7876.5Total102100.0What is the nature of information you look for when applying to a company?3. personalized experience of employees in that companyFrequencyPercentValid PercentCumulative PercentValid14241.2100.0100.0MissingSystem6058.8Total102100.0What is the nature of information you look for when applying to a company?4. Best Employers Survey rankingFrequencyPercentValid PercentCumulative PercentValid12524.5100.0100.0MissingSystem7775.5Total102100.0What is the nature of information you look for when applying to a company?5. Work life sleepFrequencyPercentValid PercentCumulative PercentValid15049.0100.0100.0MissingSystem5251.0Total102100.0What is the nature of information you look for when applying to a company?6. Pay packagesFrequencyPercentValid PercentCumulative PercentValid17169.6100.0100.0MissingSystem3130.4Total102100.0What is the nature of information you look for when applying to a company?7. OthersFrequencyPercent Valid PercentCumulative PercentValid13332.4100.0100.0MissingSystem6967.6Total102100.0Section 3 reliableness compendiumThis analysis has been done to study the properties of measurement scales and the items that compose the scales. The Reliability Analysis procedure calculates a number of commonly used measures of scale reliability and also provides information about the relationships between individual items in the scale. of import (Cronbach) model of reliability has been used to check for internal consistency, based on the average inter-item correlation.Case Processing SummaryN%CasesValid102100.0Excludeda0.0Total102100.0a. Listwise deletion based on all variables in the procedure.Reliability StatisticsCronbachs AlphaCronbachs Alpha Based on Standardized ItemsN of Items.874.89248Cut-off criteria. By convention, a lenient cut-off of .60 is common in exploratory research alpha should be at least .70 or higher to retain an item in an fitting scale and many researchers require a cut-o ff of .80 for a good scale. The Cronback Alpha in this case is .874 and thus, the data set is consistent.Section 4 Factor AnalysisPrincipal Component Analysis has been conducted on the collected data in order to establish a relationship between inter-related variables and to represent them through a set of a few underlying factors. It would help in identifying the intrinsic factors thus, examining the inter dependent relationships.The following are the specifics on the factor analysis1. Descriptives1. initial solution2. Correlation matrix1. Coefficients2. KMO and Bartletts2. Extraction1. Analyze Correlation matrix2. Display Screen plot3. Extract Eigenvalues over 14. Rotation Varimax (uncorrelated factors)5. Options manikin by size and Suppress values less than .20Output of Factor AnalysisTotal Variance ExplainedComponentInitial EigenvaluesRotation Sums of Squared LoadingsTotal% of VarianceCumulative %Total% of VarianceCumulative %dimension0110.00120.83620.8369.35719.49319.4932 7.84516.34437.1806.46513.46832.96235.76812.01649.1965.81212.10945.07144.2118.77457.9704.5039.38254.4535

Tescos Corporate Social Responsibility (CSR)

Tescos corporeal cordial Responsibility (CSR)IntroductionTesco Plc is work outed as the king of supermarkets in Britain. Its problem is connect to the small market place stores under the Tesco underpass brand material body, big supermarkets outside cities (Tesco Extra) and 24-hour stores. Its stores be not limited to feed sector only if also to provide books, CD/ videodisk/mini-discs, hi-fi and household appliances, household equipment, flowers, wine, app bel and m any other items. In January 2003, Tesco takes over its break competitor in the British Territory, T S Stores. Currently, it assiduous 270,800 fulltime employees worldwide. Tesco has adapted rapid technological changes to boost its sales. Such as its on-line sales site Tesco.com, is outright heavily contributing to its profits in new- do years. The Group currently holds al almost 1,988 stores in the UK and 1265 stores outside UK (Annual Report, 2007). Today, its market capitalization has reached 36.60 bill ion. (Reuters, 2007)Tesco plc is a British based grocery and general merchandise inter bailiwick retail chain. It is the largest British retailer by global sales and domestic market share with profits exceeding 2 billion. In 2008, the telephoner achieved German retail giant Metro AG to make the third largest retailer in the world, the first movement among the top five since 2003. Originally specializing in fodder, has diversified into areas much(prenominal) as clothing , consumer electronics , consumer financial services , retail selling and renting DVDs , CDs , music d receiveloads , Internet service , consumer telecoms , consumer insurance , consumer dental plans and software .Part 1 Project Objectives and overall research approach.Tesco Background.In 1919, Tesco Plc was schematic by Jack Cohen, by utilising the bonus which he achieved for his services in the World War I army. Then in 1924, he purchased a tea consignment from the union TE Stockwell. He decided to countersi nk the initial three alphabets of TE Stockwell and the initials of his name Cohen collectively to name his brand TESCO.In 1929 Cohen opened the very first Tesco store in Edgware, London. Originally, Cohens formulated the strategy of Piling it high, selling it cheap. Despite the position that this strategy assisted Tesco in attracting a great amount of consumers, it also assisted Tesco in branding itself as a store for average sectionalisation consumers and even earned an design as a low-end store.When Imperial Tobacco Company decided not to acquire Tesco because the lodge thought that the deal could constipation its reputation, after considering of buying the phoner, Tescos brand image was further thrashed. Throughout the seventies, numerous analysts recommended the Tesco to transform the name of the company.Tesco obtained several companies during the seventies such as Williamsons, Burnards, John Irwins, harrow Stores, Victor Value and Charles Phillips. However, all these pho ne linees were not in bodilyd appropriately with Tesco, and a large number of these stores were not well organised.Furthermore, Tesco had small and poorly equipped stores as well. The only competitive edge Tesco had was the price. The products that were available at the store seemed to be of ordinary. Due to the rise in the in tell apart of customers in Britain, the customers did not want to look for bargains. They were now seeking high quality products.In order to cater these changing demands of the customer, Tesco decided to close down its numerous stores to focus on superstores to provide ameliorate quality.Brief selective information Aims and Objectives.Tesco is one of the biggest food retailers in the world, functioning over 3,200 stores. The assembly is furthermore one of the biggest online food retailers.The objective of this discipline is to investigate the Tescos lineage ethics and corporate accessible business. The business analysis will be conducted through PEST ana lysis and SWOT analysis. The target is to withstand an analysis of Tescos corporate complaisant right policies including business ethics and their impact on its business practice and its key stakeholders.Industry Activities.Tesco is one of the biggest food retailers in the world and biggest food retailer in the UK. It functions round 3,300 stores. In supplement to food, it furthermore functions in the non food segment. The company functions through multiple shop formats encompassing Extra, Superstore, Metro, Express and hypermarkets. The company functions in three geographical segments the UK, Rest of Europe and Asia. The organisation is one of the biggest online retailers in the world. Tesco has a long period strategy for developing, imbeded on four key parts breeding in the Core UK, to expand by increasing inter nationwide, to be as powerful in non-food as in food and to adopt clients into new retailing services.Tesco is undoubtedly an entire shopping centre in itself. Ever ything is literally discovered in one roof. No longer restricted to food shop pieces, it boasts services that would permit a consumer to avail of everything in one stop. Besides the additional trading of publications, cds, digital melodies, videos, blossoms, sport and gardening they furthermore affix stinting services (e.g. borrowing cards, borrowings, mortgages, savings) protection services (e.g. vehicle, house, life, travel) telecoms services (e.g. Internet, residence and wire slight phone) and wholesome household services (through its Tesco eDiets and wholesome household club) .Tesco has evolved diverse types of Tesco shops extending from Tesco Extra, Metro Tesco and Tesco Express in its extending quest to correctly address the desires of their diverse clients when and where they desire it.According to information gleaned from the web, the British retail group Tesco returns in recent weeks, an image blurring. It symbolizes the many facets of the reputation of a company facing a diverse audience, especially in generation of crisis.Like many entrepreneurs, the boss of the group, Sir Terry Leahy, is securely committed to the greenway, including offering reusable bags, which allowed him to avoid the production of 2 billion bags plastic.Tesco is also involved in the Global Social Compliance Programme (Global Social Compliance, GSCP), an initiative of distribution groups, which involves Carrefour. Created in 2006, the GSCP is to converge in terms of their supply chain standards for social audits, share best practices and contribute to the improvement of working conditions. The broadcast intends to issue a single message, consistent and shared based on ILO standards and the UN to all suppliers. She met 26 companies including Carrefour. GSCPs Advisory Council is composed of the International Federation of homosexual Rights, the UNI Commerce, CSR Asia and the UN voice for International Partnerships. Although this initiative is not under ground, it remains unkn own to the general public.In addition, the group Tesco, which has 280,000 employees in Britain, has actively supported Marie Curie Care Centre, crowing him 6.3 million pounds, twice more than expected. This sum is intended to depot over 315,000 hours of nursing care to more than 5,600 terminally ill patients and their families, all at home. many 500,000 has been collected outside of Tesco stores, 2 million pounds were lifted further by the store staff, 500,000 by the distribution centre employees and the remainder from the rest of the group. The Tesco liberality Trust. The Tesco Charity Trust has brought its side 20% of the amount raised by staff. Yet, at virtually the same period, the website of UNI Global Union deals with social conflict in a Tesco supermarket in Douglas, Ireland, in which the union intervenes Mandate.Moreover, Greenpeace believes that Tesco, Marks and Spencer but are complicit in the Amazonian deforestation by importing Brazilian beef. This breeding would h ave dramatic consequences for biodiversity and global warming. According to an AFP dispatch, other multinationals, major commodity in this region, are singled out Adidas, BMW, Carrefour, Ford, Honda, Gucci, IKEA, Kraft, Toyota and Wal-Mart.Faced with such a stream of positive news or disturbing, it appears that a company that cares about its reputation must(prenominal) advance on all fronts at the same time taking into account all its stakeholders, the difficulty being that they are extremely diverse for a group the size of Tesco.Part 2 Information gathering and accounting/business techniques.This study is conventional on both(prenominal) primary as well as secondary information. The study methodology utilised is the refresh of diverse literatures which are accessible online. This study engaged investigations from the brief reports, items from periodicals, and online material accessible on the web. Using the methodology checked in preceding investigations, this study started wi th a very broad re check of the literature. The outcome and deductions are founded on the secondary data.The methodology utilised for the purpose of this study is established on the secondary data. This study is more or less founded on the review of publications and the reasonings are drawn on the cornerstone of genuine assets recorded in the references. Financial facts and numbers will be accumulated from the every year accounts of Tesco.Primary data is mainly obtained through the annual report of Tesco 2010 which is available online. Primary data assemblage is essential when a investigator will not find the data required in secondary sources. Market researchers are involved in prime facts and figures about demographic/socioeconomic characteristics, attitudes/opinions/interests, awareness/knowledge, aims, motivation, and behavior. third basic means of obtaining prime facts and figures are observation, surveys, and experiments. The alternative will be leveraged by the environment of the difficulty and by the accessibility of time and money.Examples encompass reviews, meetings, facts, and ethnographic research. A acceptable investigator knows how to use both prime and secondary causes in her writing and to integrate them in a cohesive fashion.An important source of primary data is survey research. The various kinds of surveys (personal, posted letters, computer, and telephone), are described ahead. Experiments are another significant source of data for trading research tasks. The environment of experimentation, the types of untested designs, and the uses and limitations of this physical process of getting data are furthermore clarified ahead. Experiments are conducted in either a laboratory setting (most advertising exact replicate pretests) or in a field setting (test marketing). Electronic and computer technologies have revolutionized both these environments, which are recounted later.Conducting prime research is a serve upful ability to come by as it can substantially supplement study in lesser causes, such as periodicals, publications, or books. Primary study is an very good ability to learn as it can be useful in a kind of backgrounds encompassing business, personal, and academic.The secondary data that are accessible are somewhat quick and cheap to get, especially now that computerized bibliographic search services and databases are available. The various sources of the lesser facts and figures and how they can be obtained and utilised are described ahead.Tesco provides an inclusive offer. It describes Tescos ambition to cater its customers of top, middle and low income in the same stores. Tesco has invented a reward system known as the Club-card which collects the essential consumer data that is used to provide specific service to cater the needs and potential wants of consumer. When shoppers sign up for the Club-card, they initially submit their profile which includes gender, age and address. Tesco could divide their customers into segments by relying on these aspects. The information of the goods purchased is instantly uploaded into Tescos database the minute the consumer purchases it. Product information was used to sell cross-sell additional products and services such as delivery of groceries.Beginning in 1997 when Terry Leahy took over as CEO, Tesco began marketing itself to using the phrase the way to Tesco to describe the purposes, values, principles, and goals of the foundation of the company. This phrase became the standard marketing speak for Tesco as it expands nationally and internationally under Leahys leadership, implying a change in the company to focus on people, customers and employees.Corporate social responsibility (CSR) can be defined as the active and voluntary contribution to improving social, economic and environmental factors by companies, usually with the aim of improving its competitive position and its value . The performance paygrade system end-to-end the organization in thes e areas is known as the triple bottom line.Under this concept of administration and management encompasses a set of practices, strategies and business management systems that seek a new balance between economic, social and environmental. The history of CSR can be traced back to the nineteenth century under the Cooperatives and Associations who sought-after(a) to square up business efficiency with social principles of democracy, self-help, community support and distributive justice. Its leading exponents are now companies social economy , by definition socially obligated Companies.Corporate social responsibility (CSR) aims for excellence within the company, taking with special attention to people and their working conditions and the quality of their production processes. Corporate social responsibility is the set of actions that take into account the companies so that their activities have a positive impact on society and affirm their principles and values that govern both in their own internal methods and processes in its kind with other actors. CSR is a voluntary initiative.It is the conscious and consistent commitment to comply fully with the mission of the company both internally, and outsidely, considering the expectations of all participants in the economic, pitying and social environment, demonstrating respect for ethical values, people, communities and the environment and to build the common good. The responsible management of the company implies that this act reconcile (balance point) between business interests and expectations that it is the community (particularly its stakeholders-stakeholders)The main ethical responsibilities of business with the workers and the community areServe the society with useful and fair.Create wealth in the most effective way possible.Respect human rights to decent working conditions that promote health and safety and human development and professional workers.En convinced(predicate) the continuity of the company and, if possible, to achieve reasonable growth.Respect the environment wherever possible avoiding any kind of pollution minimizing waste generation and more efficient use of indwelling resources and energy.Enforced laws, regulations, rules and customs, while respecting the legitimate contracts and commitments.En surely equitable distribution of wealth generated.Business ethics and therefore business morality generally result from an individuals own moral standards in the context of the political and ethnical environment in which the organization is in operation(p). Ethics are founded on moral principles that are themselves grounded in effects. This holds true(p) whether you subscribe to the idea that a moral judgment must fulfill only formal conditions that are universal and prescriptive or whether you think it must also meet a material condition for the welfare of society as a whole.Social responsibility, another term for good citizenship, means producing reasoning(a) products or r eliable services that dont threaten the environment and contributing positively to the social, political and economic health of society. It also means compensating employees fairly and treating them justly, regardless of the cultural environment in which you operate.Corporate social responsibility (CSR) is a concept that describes the activities of companies beyond revenue the term is increasingly used to describe the role of any business in society. CSR involves a wide commitment by companies to social health and the common good and policies that support them. This involves not only the products a company produces, but also be a good corporate citizen in terms of employees hired and how to find them. It also has to do with protecting the environment and participate in the local community and the wider culture in which the company engages in business.Broadly speaking, CSR has three key components The basic values, ethics, policies, and practices of a companys business The voluntary contributions made by a company to community development The management of environmental and social issues within the value chain by the company and its business partners-from the acquisition and production of raw materials, through the welfare of staff, to product sale, use, and disposal.Part 3 Results, Analysis, Conclusions and Recommendations.This part discusses the corporate social responsibility initiatives of Tesco and its impact on the internal and external environment of the company. It details the activities undertaken by Tescos management and employees to contribute to the benefit of the society and the community in which the company operates.It also discusses the active role played by Tesco in protecting and regenerating the environment and in extending the CSR initiatives to its suppliers.It also highlights a few criticisms against Tesco including polluting the environment in some countries and not adhering to its CSR standards.IssuesExamine a companys responsibility t owards the societyUnderstand the importance of social and environmental issuesDetermine how a companys stand on social and environmental issues can contribute to enhancing the companys imageBenefits of Corporate Social ResponsibilityIn the last decade, a large number of companies have recognized the benefits of incorporating basic practices and social responsibility policies. Their experiences have been backed by a series of empirical studies that show that the RS has positive impacts on business values, measured in several ways. Companies have also been encouraged to adopt or expand efforts of RS as a result of pressure from consumers, providers, community, investors, activist organizations and other stakeholders.As a result of studies in recent years, the RS has increased dramatically in companies of all sizes and sectors that have developed innovative strategies.These benefits are numerous and can be measured both quantitatively and qualitatively, is also found that the company may enjoy greater loyalty from consumers, employees work more comfortable, the shares have greater stability, and saves costs potential legal and administrative sanctions.The advantages found are Financial consummation ImprovementThe study published in 1999, Business and Society Review, showed that 300 large corporations found that companies that made a public commitment to honor their autograph of ethics, performance showed a three times higher than those who did not, on the parameter value added in the market.In another recent study by Harvard University found that companies with a balanced action between employees and shareholders showed a growth rate four times higher and employment growth rate eight times higher than those of companies focused only to shareholders. Reducing Operating CostsThere are several initiatives that can help a company reduce its operating costs and increase productivity, particularly those related to the environment and the workplace. By way of example are programs for balance between personal life and work to help reduce absenteeism and increase employee retention as well as allow companies to reduce costs in recruitment and training or retraining initiatives aimed at eliminating scrap costs and generates revenue through the sale of materials.There are several practical examples of significant environmental savings. For example, Dow Chemical Co. and the National Resource abnegation Council established an alliance in order to reduce the production of 26 toxic chemicals to only one. For this reason they have managed to save 5.4 million a year, and as an added benefit the quality of their products. Improved brand image and reputationIn the global economy, brand image and reputation are among the most valued strengths. Responsible marketing practices, by nature, are highly visible to consumers and have the potential to strengthen or weaken the publics opinion about a company or brand. Capital MarketsThe latter continue to grow at h igh rates in most developed countries have begun to grow in developing countries. worldSocially responsible organizations have an innate tendency to innovation in products and processes, which helps them to anticipate events allowing lead changes in the composition of their products, improve quality and human earnest of their production processes, improve security and quality of domestic activity, ahead of the competition in the launch of new products, the implementation of different types of future legal regulations, and so forthCorporate social responsibility the internal dimensionThe views that are considered to fall within the internal dimension, the company has under Social Responsibility (SR), are human resources management, health and safety at work, adapt to change and environmental impact and management of natural resources. Human resources managementWhen it comes to RS the first thing you think is that a company be socially responsible before the society or community in which it resides, it must be with the employees taking into account that one of the biggest challenges is to have people trained and sense of belonging in this context the company should include measures such as lifelong learning, improving the information on the company, a better balance between work, family and distraction, greater human resource diversity, equal pay and prospects opportunities for women, participation in profits or shareholder of the company and the love of employability and safety in the workplace.Another way to be socially responsible is when you discriminate against persons because of race, color or sex, responsibility and accounting practices that help meet the countrys economic policies such as employment generation. Health and safety in the workplaceUsually the health and safety have been addressed from a legal standpoint, but now companies, governments and sectoral organizations seek new ways to penetrate and promote this issue, especially now that both c ompanies and consumers are more sensitive to values and ethical issues related to the production process.This and other practices such as SA8000 Certification which will be detailed in the next article help the company to be socially responsible. Adapting to changeAny country suffers when companies are restructuring because of manpower cuts can generate economic and social crisis of great magnitude, but the community suggests that a restructuring from the point of view socially responsible means to balance and take into account the interests and concerns of all affected by the changes and decisions. Management of environmental impacts and natural resourcesThe corporate social responsibility is closely related to the environmental impact generated by the proposed objectives and that directly affect communities.Therefore the environmental field can be considered as a impregnable manikin for the promotion of corporate social responsibility.Corporate social responsibility the external dimensionThe company should be socially responsible with local communities, business partners, suppliers, customers, employees, shareholders and the environment among others. Local communitiesThe corporate social responsibility with local communities to be expressed in1. Integration of the companies in their local environment.2. Contribution to community development in terms of employment generation.3. Establishment of training commitments of the community, environmental conservation, and procurement of socially excluded people, caring for children in daycare, sponsoring cultural and sports activities at the local level, donations to charity.4. Participation in social welfare projects. Business partners, suppliers and consumersRelationships with partners, suppliers and consumers are especially important for businesses, thereby reducing costs and increasing quality. The main features to be emphasized as the relationship with partners, suppliers and consumers are1. Large companies ar e both partners of the smaller companies either, as customers, suppliers, contractors and competitors.2. Companies are aware that their social performance can be affected by the practices of their partners and suppliers throughout the production chain.3. The companies are responsible for promoting entrepreneurship in its location, for example, tutoring, or assistance provided to small businesses for their contribution to social responsibility and reporting. They also support small businesses with venture capital, facilitating their expansion. Human rightsAs for human rights companies ensure that their trading partners are respecting the values they considered essential and what is the approach to be taken and how to work in countries where there are stag violations of human rights.Although companies establish codes of conduct for the respect of human rights, labor conditions and environmental factors must be taken into account that they are no substitute for national and internatio nal laws, nor the provincial and municipal. Global environmental problemsBecause environmental problems have reached beyond the boundaries and that companies are directly related to and with the consumption of resources in the world, it is important to begin a drive to reduce the environmental impact of its activities throughout production chain.The stakeholders perspective.In much of the twentieth century, proper responsibility for the wider impacts of business, has been social. Recently, it was recognized that the concept of stakeholders has a substitution role.In this perspective, each organization will have different stakeholders for companies, their stakeholders they typically include consumers, suppliers, shareholders and staff from a wide range of other, for governments, organizations can include employers, unions and NGOs.As you increase the influence of key stakeholders-oriented companies will be the adoption of corporate responsibility deeper and more solid.The detailed d iscussion of these issues highlighted the following aspects The leadership role in promoting a set of core values in business. The need to ensure that Corporate Social Responsibility is an integral part of the overall business To consider CSR as essential philosophy The importance of follow the process properly, that is, through transparency and consultations.An analysis of stakeholders, recognize that shareholders are always among the most important stakeholders of corporations. In recent years, however, its role has been changing in two ways First, for most shareholders, the importance of organizational governance has become an increasingly pressing issue, and second, the volume of socially responsible investment (SRI), which can be defined as investment for social goals and financial, has grown rapidly in recent years.TESCOs CSR ApproachOnce a year, the control panel of directors of Tesco Plc consider the companys strategy of corporate social responsibility and the review of the overall performance on this subject is discussed after every three months. Members of the board and the executives of the company receive review on corporate social responsibility performance, due to which the company can assess future opportunities and risks.In 2001 the company established the Corporate Responsibility committee which encompasses of cross functional executive. These executives meet several times in a year to discuss the matter of corporate social responsibility of the company. The first corporate social responsibility report was published in 2001 by the Corporate Responsibility committee. The committee used Steering roll out framework of Tesco evaluate its accomplishment of Corporate Social Responsibility performance. Corporate Social Responsibility is a crucial part of the Tescos steering wheel framework so as to to guarantee that CSR is a crucial part of the everyday performance of the company.Environmental ResponsibilityTesco has always realised that strategies that may pose detriment to the environment should not be a part of the company. These sort of strategies would have a negative impact on the companys image and may result in damaging the brand name, the clients and the environment as a whole. Conserving the environment is an important part of Tescos corporate strategy as it is believed to be associated with the companys economic goal.Nevertheless, Tesco has made sure to commit itself to maintain an environment which is healthy for everyone. Tesco has made all workers to play an self-propelled part in its initiatives towards healthy environmental.Energy, Water and FuelIn 1996, Tesco initiated a campaign where it provides awareness towards energy consumption. The employees were expected to play a dynamic role in it. Managers in all Tesco depots, stores and offices supervised energy consumption and put an effort in reducing waste. During 1997 and 2005, Tescos energy consumption reduced 35% per square foot. Tesco is planning to furth er reduce it by 5% by the year 2006.Societal ResponsibilityAs Tesco is large in size and it has huge surmount of operations, it was able to impact the society on a large scale in numerous ways, through encouragement of its staff and consumers in order to achieve social responsibility. Tesco implemented numerous programmes to achieve social responsibility. These responsibilities include fund raising, charity for a foundation and to promote education. Tesco believed that it had a key part to play in order to promote healthy food for its consumers and struggled to make sure that healthy food is accessible at reasonable charges. These inititives were not only for the UK but were made available for other countries where Tesco was originated.CommunitiesTesco donated one percent of its before task profit to charity, in the form of gifts and donations. In the year 2004 and 2005, the companys total donations as charity were around 21,762,931 pound. The companys compassionate trust granted donations of 878,556 pounds to local and national charitable organisations in Britain.Economic ResponsibilityTesco has taken great initiatives to achieve the economic growth and development in all the localities around the world. Tesco has played a dynamic role in reducing unemployment, supply of products at reasonable prices and giving opportunities to the community to grow and expand.RegenerationTesco deliberately moved into areas with high unemployment and low development to trigger growth, and to make the areas commercially attractive.In 6 years duration, Tesco has helped in providi

The prince Essay -- Literary Analysis, Niccolo Machiavelli

Niccolo Machiavellis The Prince attempts to explain the necessary tactics and required knowledge a rule must attain in order to gain and maintain a successful reign. The novel gos as an abstract manual, addressing the definition of a replete(p)/bad formula by placing emphasis on the required military organization, the character a ruler must posses, and the success that could be attained if a ruler should determine the guide. The scope in which the book is written is that of a scholarly observant. Machiavelli places his findings and observations of history, as well as the needs of the people so the information may serve the prince as a tool, that once implemented will create and maintain a powerful state. The guide places a particular emphasis on the prerequisites of a good ruler. Arguing that a ruler must ...make himself both loved and fe atomic number 18d by his subjects, followed and respected by his soldiers,.... be severe yet loved, magnanimous and generous...(28) these ar e the qualities ingrained in imploring a successful military, balancing cruelty and bounty, and forming successful alliances. By addressing the issues and concerns of the people and that of the state, Machiavelli reveals the shift between a good ruler and a bad ruler. The guide demonstrates the good by exemplifying the bad d unmatchable by past rulers, then judging and criticizing their handles on the military, cruelty vs generosity deplored, and the treatment of their alliances.One of the most important institutions in which Machiavelli places emphasis on in The Prince is in the management of a military force. Machiavelli starts by emphasizing that one ...cannot have good laws without good arms.(40) therefore how a ruler manages his military is essential in defining ... ... rather than to be used and trumped everywhere, a wiser election is to be the miser. In the letter from Niccolo Machiavelli to Lorenzo de Medici, it is clear that there is an end justifies the means the purpo se of this book serves a greater purpose. The means, are the examples and the advice given by Machiavelli. The over all goal of creating The Prince is in establishing control power and forming a calculated was to rule. This booklet organizes the necessary information, in understanding what will define a good ruler. Serving a guide to success, a success that has been laid out and now has to only be grabbed by the right man. Machiavelli uses many examples of the glories of Rome, to really get hold of back to the unity and prominence that once filled Italy. The Prince serves as a address to all that the world that we can do better, and therefore we should do better.

ECON 4131, International Finance, Spring 2002, Exam 2 Essays -- UMN Mi

Midterm ExamInternational FinanceApril 7, 2004 Answer all questions in trial booklets 1. (15 points) Define the following a) The spot exchange rateb) The forward exchange ratec) A capital broadsheet surplusd) Currency depreciatione) merchandise 2. (10 points)Briefly discuss the essential features of forward contracts, currency futures, and currency options. 3. (15 points) Use the BOP accounts guide on the last page of this exam to indicate where to each one of the following transactions should be recorded in the U.S. balance of payments (e.g. i3, e2, etc.). Bear in mind that each transaction should generate a capital account and a current account entry. a) A Canadian firm buys a $75 million jet from the American company Boeing, which it pays for with a check wasted on Banc du Quebec b) Cargill (out of Mpls.) buys $10m. of Canadian wheat, which it pays for with a check drawn on Twin Cities Federal c) An American...

Mans Transition to Agriculture Essay -- History, Neolithic Revolution

During mans transition to agriculture human achievements were both interesting and essential even though archeologists infallible to interpret the remains of tools, cave paintings and burial sites. The social norms adopted during this period led to the creation of society as we know it today. Agriculture led to the institution of more complex societies where plurality were able to settle in one place for longer periods focus on economic, political, and religious goals which helped to increase the number of people in the world. On the banks of the Euphrates and Tigris rivers in Mesopotamia and the Nile in Egypt emerged civilizations affected the history of the eastern half of the Mediterranean. Theses civilizations led to makeup of cities and increased urbanization over a coarse period of time. On the banks of the Euphrates and Tigris rivers in Mesopotamia and the Nile in Egypt emerged civilizations that were to have profound influence on the history of the eastern half of the Me diterranean. The rise of these civilizations, led to increased urbanization, and the formation of states. (Bogucki, 1999)During this period people lived off what they came across, off the animals they hunted, and the plants they gather. The people were constantly moving to areas were animals were more abundant which kept them constantly on the moving to vernal areas in search of new food sources. This meant that some groups of people could remain in one area for longer periods of time, sheltered from the elements in primitive huts and caves. The next quantity in mans development was the transition to an entirely new way of life characterized by greater control of nature. Man started to cultivate the cereals which he had always gathered as wild plants, and domesticat... ...as possible to stand with one foot in a green field and the other in the dry desert sand. Secondly, being totally surrounded by uninhabitable land Egypt was far less accessible than Mesopotamia and consequentl y far more isolated from the outside world. This difference had study political consequences in that the history of Egypt was fairly stable and static with little interference from the outside world. Mesopotamia faced constant invasions from others. Many of the invaders assumed control and founded new empires. However, a considerable degree of continuity was preserved in Mesopotamia because most newcomers adapted to the current cultural traditions. (Zvelebil, 2009)With agriculture human beings were able to settle in one place and focus on economic, political, and religious goals and activities along with increasing the number of people in the world.

Musical Modernism with Claude Debussy, Igor Stravinsky and Arnold Schoe

unisonal modernism can be seen as the time where music emerges its liberty from Romantic epoch style -that started in the late nineteen century to end of the Second World War- and gains new ideas and freedom. With the political turmoil and chaos that took over the European countries, -that lured countries into the foremost World War- composers and artists started to find, create more and new ways to express themselves. They eagerly began to discover the art of Eastern countries with the hope of finding new ways of expression. The changes in tonality, irregular rhythms, tone clusters, distressed and antagonistic melodies, the expressionist, abstract, unusual ideas over powers the music, the traditional structures recreated or composed with unusual techniques and music gains Non-Western elements. Therefore 20th Century Music shows its rebellion from Romantic era and any other era in fact- and earns itself the name The Modern era and a new importance through this causa in the hist ory. In addition, with the modernist movement, music obtained more interest as a subject that it never had before.I wanted from music a freedom which it possesses peradventure to a greater degree than any other art, not being tied to a more or less exact reproduction of temper but to the mysterious correspondences between Nature and Imagination Claude Debussy (1902)Roughly from the 1900s, the music started to obtain a big role in peoples demeanor with its new aspects and it was not only made to please the listeners but carried meanings about life itself. With the modernist movement emotions other than love, anger and joy has started to be portrayed more securely and concisely. Composers like Claude Debussy, Igor Stravinsky and Arnold Schoenberg are very... ...s were his guard against to harmonic resolution in his music. He was mostly fascinated by the waltz and march rhythms - as he used these rhythms in most of his works- nevertheless with the title Schoenberg he brought the sa me complex and irregular approach to these rhythms too. The irregular tempos that even shows differences from one bar to the other in a same piece andThe rhythms, time signatures he used in his compositions changed continually. To conclude, these three revolutionary composers that I have analysed in this essay brought so many levels and layers to Modern Music. With their contributions Modern era was disconnected from romanticism. Without Debussys unique, enjoyable compositions, Stravinskys rhythmic and fighting(a) layers and new ideas, Schoenbergs creative theories and revolutionary 12 tone system one can not think of a Modern era.

Comparing Ulysses and American Beauty :: comparison compare contrast essays

Ulysses and American Beauty In the Nausicaa chapter of James Joyces Ulysses, a virginal exhibitionist, Gerty McDowell, flashes her knickers. . .the wondrous revealment, half-offered like those skirt-dancers at Leopold Bloom, igniting his get offual fireworks on a beach in Dublin (366). In a film set almost 100 years later in an American suburb, another virginal seductress flips her dance skirt, self-aggrandising admirers a peek at her panties, and inspires Blooms modern incarnation, Lester Burnham, into a similar burst of auto-eroticism. The metempsychosis of Leopold Bloom into Lester Burnham isnt the only astonishing similarity between Ulysses and American Beauty. When film writer Alan Ball accepted the 2000 Golden Globe and Academy Awards for his screenplay of American Beauty, he owed a substantial debt--albeit universally unnoticed and, as he claimed in a telephone interview, unintended--to Joyces masterpiece, the book chosen just months earlier by the Modern Libr ary editorial board as the best novel of the 20th Century. Yes, the ending of American Beauty represents a major departure from the plot of Joyces novel--but an explicable one in a modern update of the Ulysses saga. Late twentieth-century audiences, who deal become desensitized to escalating media violence over the past 100 years and have, in fact, developed an appetite for gore, require a bloody resolution. Despite the ending, we are left(a) with striking reincarnations of Irish urbanites into suburban American personalities. Consider other parallels heroes Leopold Bloom and Lester Burnham (same initials, LB) are both middle-aged, middle-class, mediocre, unappreciated admen (Lester describes himself as a whore for the advertising industriousness49, neither of whom has had sex with their wives in years . Ultimately both Bloom and Lester yearn to regain the past unity and warmth of their homes. Bloom muses, I was happier past and fantasizes he could somehow reapp ear reborn to his marriage bed with wife Molly (728) while Lester tells us, Thats my wife Carolyn. . . . We used to be happy and vows, Its never in like manner late to get it back (2, 5). Both also feel displaced by a growing estrangement from their teenage daughters Blooms surviving child, Milly, and Lesters only child, Jane. To compensate for their non-existent sex lives, both Leopold and Lester turn first to solo sex in the bath (or in Lesters case, the shower) and both enjoy adulterous, guilty dreams of unorthodox sexual practices, often attach to by flower imagery.