Stefan Edberg :: essays research papers

Stefan Edberg The tennisplayer Stefan Edberg is nowadays a legend in his sport. I met him myself in France in 1987. I was 8 years old. He and the other members of the Swedish Daviscup team were playing the Daviscup against France. However, before the training I met them in the lobby of their hotel in Frà ©jus. My father knew the Swedish captain of the team so we could watch them training.After that Stefan has been one of my idols. I play tennis a lot myself. But now to the story about Stefan Edberg. Saw the ad His career started when the local paper in Và ¤stervik ( the town where he was born ) had an advertisement about mini-tennis in the early 70s. It said †Day of tennis†.Luckily his mother Barbro read the article and liked it. The day after she sent her son to the tennis-school for beginners. At that time she didn't know how important this initiative would be to Stefan, to Swedish tennis and even to the world tennis. An incredible athletic career had seen the morning light. Was convinced to continue The seven year old Stefan struck his first hits at the tennis school in the sommer of 1973. To start with he played once a week. He liked his new sport but was close to quitting after the first term. -My friend wanted to quit,and so did I. But my trainer convinced me to continue, Stefan says with a smile on his face. The young Edberg soon became taken by the sport. Soon he played matches with the boys' team, and outside his home he played fantasy Davis Cup-matches. In the sommer holidays he almost lived at the tennis court. At the age of ten he stopped playing his two other sports, football and icehockey, and concentrated everything on tennis. Soon he won his first tournament, †Ostkustenspà ¤rla,† a very memorable victory for him. Star even in school But a couple of years went by before he †dared† to go in for tennis full time. He was in the ninth grade as took the big step and gave tennis the big chance. -I felt I had a serious chance of becoming a worldplayer. Because I had just won JEM and taken a set on Mats Wilander who was a professional player, Stefan says. But it couldn't have been an easy choice, because Stefan was also a very good student with an average about 4,3 after the ninth grade.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  He was better than all the others!!! The trainers at the club where he was training, Westerviks TK, quickly realized

Machiavelli: The Realist Essay

Machiavelli revolutionized the way the worldviews politics. However, when we read his writings today, the ideas don’t seem very revolutionary. This is because his thoughts came to embody political structure. Machiavelli is known for being the first political philosopher to apply realism to politics. Machiavelli wanted to find a solution to his dark reality. Machiavelli’s The Prince presents us with the reality of the political arena, and provides us with the tools to work with human nature and its shortcomings. The Prince was written as a guide for Lorenzo de’Medici of Florence to stay in power. However, Lorenzo did not agree with Machiavelli’s assumptions. Machiavelli wants to restore pride and honor to Italy (Lerner, 1950). He offers a guide of how to accomplish this in the Prince. Machiavelli wrote the Prince when Europe was engulfed in civil wars. Machiavelli challenged the idea of divine right (Lerner, 1950). Machiavelli proposed the evolution of a ne w ruler, not chosen by divine right or heritage, but by military conquest. Previous to the publication of The Prince, Machiavelli had witnessed devastation in Italy (Lerner, 1950). Machiavelli witnessed how power struggles and contradicting principles lead to the destruction of his nation. He wanted to offer a solution to his reality in The Prince. A nation wants stability, security, and prosperity. If the prince can provide all three while maintaining the common wealth of the people, then the ends justify the means. During the time at which Machiavelli wrote The Prince, these were revolutionary thoughts. Machiavelli’s writing was revolutionary for humanists in this era. He chose not analyze rule with divine foundations (Lerner, 1950). He rejected the notion of theology and divine right. Machiavelli decided to take a unique route. Machiavelli’s work is based on political realism. Machiavelli was the first to openly distinguish what we believe man to be, and who he really is. By acknowledging what human nature truly is, he was able to analyze the ways in which Princes can manipulate the people and their power to create a stable nation. This realism had never before been brought into political  thinking. Machiavelli argues that an ordinary citizen is the best person to analyze the ruling party. He argues that his bird’s eye view is the reason he is best suited for such analysis, â€Å"For the aim of the people is more honest than that of nobility, the latter desiring to oppress, and the former merely to avoid oppression† (Santoni, 112). Machiavelli acknowledges what Politics are rather then what then what we want them to be. Machiavelli does not say that politics can do everything and he does not say that politics can solve all societies problems. In The Prince, Machiavelli lays down the foundation for what a governor can do to maintain security, prosperity, and stability. Machiavelli does however, acknowledge that he cannot explain human nature, but rather the patterns that lie within it. Machiavelli acknowledges that he is an observer in The Prince. He uses an analogy of a man on a hill to explain the nature of his observation (Lerner, 1950). The man on the hill has t he best view of the landscape. As a citizen he has observed the patterns in decision-making made by politicians and was able to interpret them. Politics cannot answer all the questions in our society. Political thinking can only help to provide us with the framework with which we govern and are governed. The conflicting ethical principles are what cause the controversy. Machiavelli acknowledges this fact and shows that ethics are not what define politics, but are rather a component. Machiavelli argues that a Prince must be able to manipulate the attitudes of the people. Machiavelli speaks of the state. He speaks of national stability. He acknowledges that citizens and there beliefs are components of the state. The political realism emphasized in The Prince does not simply mean to accept ‘reason of the state’ as legitimacy and letting liberties be crushed (Lerner, 1950). The realism urges leaders to strive for coercion of principles. A leader unified under his people is most powerful. In The Prince, Machiavelli offers a solution to the unsuccessful development of states. The Prince gains territory by victory and sets solid foundations for the territory to flourish upon, â€Å"One, however, who becomes Prince by favor of the populace, must maintain friendship, which he will find easy, the people asking nothing but not to be oppressed†(Santoni, 1950). Machiavelli believes that a good nation with just laws will develop from an efficient military. He is not arguing that you need a war to create a state,  but rather a successful victory can create a solid foundation of the state. Machiavelli understands human nature and decides to work with it rather than disregard our flaws. He knows we are not all good, but acknowledges that there is potential for us to change (Lerner, 1950). Machiavelli does not argue that the goals of politicians are always good. Machiavelli acknowledges that politicians ruthlessly seek power (Lerner, 1950). They do not care how it will affect the people. This is where a politician’s career crumbles. As noted in The Prince, you cannot rule a populace who hates you. They will overthrow you. Therefore, a prince must unite the people under his rule in order to obtain success. Human nature is the evil that is unconquerable. People will never stop having selfish motives. Therefore, we must learn to coordinate these desires. The Prince must give the people stability, security and prosperity. If he does this, then the people will dare not challenge him. Machiavelli does not provide us with an explanation of basic human nature but rather a framework, which we can use to govern and be governed. Machiavelli wants to improve politics. In the Prince he offers a plan of how to govern and how the people should be governed. He accepts that human nature is flawed. He knows that rulers are power hungry (Lerner, 1950). He also acknowledges that a ruler will not have a populace to rule if the populace hates him. Machiavelli accepts what our politics is, and tells us of what it should be. Just because human nature is flawed, doesn’t mean we are hopeless. Humanity can achieve prosperity, security, and stability if achieved within the right framework. This framework is presented in The Prince. Machiavelli is simply providing genuine insights into social organization as the foundation for Politics (Lerner, 1950). He is clear and logical. Emotion and ethics are only a small part of Machiavelli’s framework, â€Å"Everybody sees what you appear to be, few feel what you are, and those few will not dare oppose themselves to the many, who have the majesty of the state to defend them† (Santoni, 123). Machiavelli provides guidance for leaders for tasks such as dealing with newly acquired territory, choosing administrators, how to conduct diplomacy, and warfare (Lerner, 1950). Machiavelli gives specific examples of the way to govern newly acquired territory. He uses various situations by which a Prince could  acquire new territory and how he should govern the territory. Machiavelli is sensitive to the principles of the people of the newly acquired territory. He acknowledges that the people will overthrow the leader if he crosses them, â€Å"One who by his own valor and measures animates the mass of the people, he will not find himself deceived by them, he will find he has laid his foundations well† (Santoni, 114). To be a Prince you must be feared by your people, but not hated. Hatred will lead to destruction. Machiavelli wants the prince to form an atmosphere in which the people fear him, but also highly respect him (Lerner, 1950). The fear comes from the potential use of force by the Prince’s military against them. Machiavelli argues that a prince’s sole obligation is to protect the nation; a prince is in control of the military an d is in charge of national security. By proving military dominance, you gain power (Lerner, 1950). With this power, you can manipulate the interests of the people. Machiavelli believes that humans are in control of their actions that curb their destinies. Machiavelli also argues that humans do not have control over all events. A prince must only take into account what benefits the state when making decisions concerning the state. Machiavelli acknowledges that it is not morality of divinity that will get Italy out of this terrible mess (Lerner, 1950). Machiavelli argues that self-interest and self-protection, hence national interests, should be pursued ruthlessly. A prince can only commit cruelty if his ends justify his means, â€Å"A prince, therefore, must not mind incurring the charge of cruelty for the purpose of keeping his subjects united and faithful†(Santoni, 113). If he is being cruel for the benefit of the nation, then so be it, â€Å"In the actions of men and especially of Princes, from which there is no appeal, the end justifies the means† (Santoni, 123). Many criticized Machiavelli for being Anti-Christ and attempting to redirect our society towards immorality (Lerner, 1950). These people could not come to grasp with reality. They did not want to believe his words were true. It is apparent that Machiavelli’s ideas were far beyond his time. All humans have part of them that is ethical and normative, but we are also stubborn (Lerner, 1950). This stubbornness results in two sides of political thought. Those who pursue some passionate ideal and those who accept reality and look for solutions to our shortcomings. The prince embodies the foundations for Politics; the struggle between ethical or realistic reasoning. Machiavelli does not adhere to the  ideas of reformers or idealists. He is a realist. He gives concrete examples of ways in which a prince should govern and how a people are to be ruled. Ideals and ethics are not powerful techniques in politics. A successful statesman is an artist (Lerner, 1950). He knows how to manipulate the attitudes of the people by providing them with stability and prosperity. Religious leaders can raise moral, but they have never proven to be more powerful then a statesman (Lerner, 1950). Even in the development of the American colonies, men of god who were brought to power learned how to use their power corruptly (Lerner, 1950). Today, and during Machiavelli’s era, we are faced with a world of conflicting principalities. The struggle we face today is how much to integrate our principles to help obtain peace (Lerner, 1950). How far can we integrate before liberties are lost? What are we willing to sacrifice? Machiavelli explains that he is an observer of politics. He cannot add an ethical context to the patterns he has observed in history. He simply observed the patterns and interpreted conclusions that can be gained from them. Thus Machiavellianism provides structure, but does not provide an adequate philosophy for a way of life (Lerner, 1950). Machiavelli sought to prove what politics really is, not what we believe to be. We fear Machiavelli because he speaks the truth. Machiavelli acknowledges that leaders do not always act according to the virtues they said they would act upon. Machiavelli argues that leaders seek power ruthlessly (Lerner, 1950). He acknowledges that it is easy to be ruled but hard to rule ourselves. He also acknowledges that those in different forms of government need to be dealt with differently (Lerner, 1950). Rulers of Machiavelli’s time despised him because he let the world know how their authority works. In modern society we hate Machiavelli because he is making us face the dilemma we have created (Lerner, 1950). He made visible all that which we chose to ignore. Deceit and ruthlessness are present in all governments. Machiavelli causes us to face our major issue of adapting our democratic techniques to the demands of the world (Lerner, 1950). Machiavelli’s thoughts are not unpolitical. They are in fact extremely political. Machiavelli was able to observe patterns in government and provide a solution to the devastation these institutions created. In The Prince, Machiavelli listed the tactics that need to be used by a leader to gain control of the people. Machiavelli recognized that ethical principles  are important to the citizens, and the happiness of the citizens is a component of a states stability. As a citizen he was able to get the best view of the effects of policy. Machiavelli was a realist. He knew that power was the center of politics. Machiavelli did not set out to explain human nature or to provide his reader with a way of life. He wrote The Prince to explain the dynamics of the state and they ways in which the state can be successful. Machiavelli was a revolutionary thinker who opened our eyes to the reality of the political arena. Works Cited: 1.Santoni, Ronald. Social and Political Philosophy. New York: Random House, Inc., 1963. Print. 2.Lerner, Max. â€Å"Machiavelli the Realist.† Random House, Inc.. (1950): Print.

Marketing Cats Cafes - Free Essay Example

Sample details Pages: 5 Words: 1369 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Did you like this example? MARKETING: CATS CAFES So far, CATS Cafes is a popular and productive business that specialises in the distribution of sugar, chocolate, and tea both at wholesale and retail levels. The companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s effective leadership has been useful in helping the CATS Cafes attain its objective. The organisation leadership has also been useful in supporting the organisationà ¢Ã¢â€š ¬Ã¢â€ž ¢s current development. The business mission is to provide quality products to its customers. The business is equally involved in the promotion of fair trades that benefits producers. However, despite witnessing significant development, the business has been experiencing regrettable challenges in its market promotion plans. Therefore, the knowledge on the current academic theories will be essential in helping CATS Cafes advance its marketing programs. The available information states that since its establishment, the company has been witnessing sustainable growth. The organisation growth has led to job creation and establishment of essential programs that support environment sustainability. The business also has strong and reliable customer royalty. Furthermore, the business has been witnessing the growth on its production line. However, for a company to effective progress in the modern competitive market, the organisation managers should consider initiatives that would support relationship-marketing plans. In its new marketing plan, the organisation managers have the mandate of ensuring that community members and potential customers are adequately involved in the promotion of the organisationà ¢Ã¢â€š ¬Ã¢â€ž ¢s products and services. The involvement of customers in the business marketing plans will largely help CATS Cafes managers understand market needs and the trend in customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ interests. In most instances, the knowledge on customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ need and market trend help business entrepreneurs advance the quality o f its products to meet the market ever-changing needs (Stephanie Joanna 2004, p.289). Moreover, based on the current CATS Cafes popularity, the inclusion of effective marketing relationship initiative in its marketing and promotion plan will be essential in supporting the reduction of the business production cost, advancing personalised attentions, and increasing the production of unique goods and services So far, the CATS Cafes advertising initiative are ineffective and unproductive. As a result, the company is facing major challenges in promoting its products in the new and existing markets. The increase of competitors in local markets has also reduced the business profitability. Additionally, the accessible data indicates that CATS Cafes management team does not have the necessary skills and competence on advertisement. In addition, as Catherine observes, the cost of hiring external promotion agency is relatively high. Currently, the company use printed media and local radio in promoting its products. However, to progress in the modern market, CATS Cafes leaders need to make effective application of the knowledge on relationship marketing initiatives. Modern relationship marketing will assist CATS Cafes leaders appreciate the need to adopt effective initiative for retaining its customers (Estell 2002, p.41). Effective adoption and application of relationship-building relationship is also essential in creating reliable and sustainable competition strategies (Mitchell 2002, p.30). The creation of reliable competitive advantage will also be useful in helping a business reduce its promotion costs. In addition, the knowledge on the most reliable means of applying modern relationship marketing initiative will be critical in minimising the current ever-increasing promotion cost. The knowledge on the existing marketing theory will also be of the essence in helping CATS Cafes managers adopt effective plan for dealing with the modern ever-increasing market com petition. Currently, Catherine and Jeff appear to have varying opinion on the most productive mean of progressing in the current market. In his argument, Jeff appears to be supporting consolidation initiative as the most reliable mean of being competitive in the modern market. On the contrary, Catherine prefers expanding the business production and distribution line. However, as indicated in critical marketing theory, knowledge is subjective and personal (Greenley, Hooley, Saunders 2004, p.933). Therefore, both Catherine and Jeff have unique skills and competence on the most reliable mean of managing the business. Therefore, to address the looming differences between the CATS Cafes managers, the two leaders should agree on the most effective promotion strategy for helping the business to be productive in the modern market. However, the new plan should aim at helping the company attain its immediate and long-term marketing goals (Barry 2011, p.638). Currently, CATS Cafes is witne ssing marketing expansion challenge due to its limited marketing programs. A good number of the existing marketing initiatives are relatively expensive and ineffective. The current CATS Cafes marketing initiatives have as well reduced the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s competition advantages. Moreover, the high number of new entrants in the market appears to have undermined the organisationà ¢Ã¢â€š ¬Ã¢â€ž ¢s development opportunities. However, as indicated in the marketing management theory, abiding by the existing organisation culture is relatively useful in helping a business progress in modern intricate market. Therefore, despite numerous marketing challenges, CATS Cafes should develop initiatives that coincide with its organisation culture. In addition, the new initiatives should aim at helping the organisation create a mutual and productive relationship between the organisation and its customers. The knowledge on the existing theories will also assist in the creation of mechanisms to help in expanding the business outlets (Goulding 2004, p.294). The knowledge on the existing marketing theories and models will equally be useful in helping CATS Cafes adopt competitive promotion initiatives. The existing models such as relationship marketing will help CATS Cafes in establishing, enhancing and maintaining long-term relationships between the company and its customer. Relationship marketing is also beneficial in facilitating the creation of effective and mutual relationship between business leaders and other customers (Bolton, Ruth, Kannan, Bramlett, Matthew 2000, p.107). The creation of mutual relationship between CATS Cafes leaders and customers will be critical in helping the company meets its objective of expanding its customer base. Effective and mutual customer-business relationship will also assist in sharing critical information that will help the company compete effective in the modern market. Relationship marketing will also help CATS Cafes in ident ifying their customers, develop customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ knowledge, define customer perception on the business products, and build reliable customer organisation relationship (Barlow 2000, p.3). The knowledge on the existing marketing theories and models will largely help CATS Cafes create effective and favourable strands in its marketing. For instance, effective application of marketing management theory and relationship marketing model will be useful in helping CATS Cafes have beneficial customer management plan (Berry 1995, p.237). Additionally, the knowledge and skills on relationship marketing will be essential in assisting CATS Cafes create affinity marketing and business-to-business marketing models. Scholars further reveal that skills and competence on the most effective mean of applying relationship-marketing initiatives will be of the essence in helping CATS Cafes adopt cost-effective legal relationship, strategic thinking plan, and productive sale management (Berry 1995, p.237) Subsequently, based on the existing research findings and empirical data, the knowledge on the existing theories and models will be useful in helping CATS Cafes deal with its current marketing challenges. Relationship marketing model will also be helpful in assisting the organisation integrate customers and other valuable stakeholders in the business promotion initiatives. The inclusion of stakeholders will be critical in increasing the number of the organisation loyal customers. Relationship marketing will also be useful in retaining business customers and increasing the number of royal customers. Therefore, to succeed in the modern market, CATS Cafes leaders have a collective responsibility of understanding and making effective utilisation of the existing theories and models List of references Barlow, R., 2000, à ¢Ã¢â€š ¬Ã…“Frequency marketingà ¢Ã¢â€š ¬Ã¢â‚¬ whatà ¢Ã¢â€š ¬Ã¢â€ž ¢s next?à ¢Ã¢â€š ¬Ã‚  Direct Marketing, 62(9), 2à ¢Ã¢â€š ¬Ã¢â‚¬Å"4. Ba rry A., 2011, à ¢Ã¢â€š ¬Ã…“Marketing theory and critical phenomenology exploring the human side of management practiceà ¢Ã¢â€š ¬Ã‚ , Marketing Intelligence Planning, 29, (7), 628-642 Berry, L., 1995, à ¢Ã¢â€š ¬Ã…“Relationship marketing of services-growing interest, emerging perspectivesà ¢Ã¢â€š ¬Ã‚ , Journal of the Academy of Marketing Science, 23(4), 236à ¢Ã¢â€š ¬Ã¢â‚¬Å"245 Bolton, Ruth N., Kannan, P. K., Bramlett, Matthew D., 2000, à ¢Ã¢â€š ¬Ã…“Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Valueà ¢Ã¢â€š ¬Ã‚ , Journal of the Academy of Marketing Science, 28(1), 95à ¢Ã¢â€š ¬Ã¢â‚¬Å"108 Estell, L., 2002, à ¢Ã¢â€š ¬Ã…“Loyalty lessonsà ¢Ã¢â€š ¬Ã‚  Incentive, 176(11), 38à ¢Ã¢â€š ¬Ã¢â‚¬Å"41 Goulding, C., 2004, à ¢Ã¢â€š ¬Ã…“Grounded theory, ethnography and phenomenology à ¢Ã¢â€š ¬Ã¢â‚¬Å" a comparative analysis of three qualitative strategies for marketing researchà ¢Ã¢â€š ¬Ã‚ , European Journal of Ma rketing, 39, (3), 294-308 Greenley, G., Hooley, G. and Saunders, J., 2004, à ¢Ã¢â€š ¬Ã…“Management processes in marketing planningà ¢Ã¢â€š ¬Ã‚ , European Journal of Marketing, 38, (8),933-956 Mitchell, A., 2002, à ¢Ã¢â€š ¬Ã…“Consumers fall by wayside as CRM focuses on costsà ¢Ã¢â€š ¬Ã‚  Marketing Week, 25(50), 30à ¢Ã¢â€š ¬Ã¢â‚¬Å"31 Stephanie M. Joanna P., 2004, à ¢Ã¢â€š ¬Ã…“Relationship hindrance: why would consumers not want a relationship with a retailer?à ¢Ã¢â€š ¬Ã‚  Journal of Retailing, 80, (1), 289à ¢Ã¢â€š ¬Ã¢â‚¬Å"303 Don’t waste time! Our writers will create an original "Marketing: Cats Cafes" essay for you Create order