Importance of Research Essay Example for Free

Importance of Research Essay Jean Piaget is a trailblazer whose focus was on children’s cognitive development. He lay the foundation by naming four stages sensorimotor, preoperational, concrete operational, and formal operational. Each stage builds upon the other, coinciding with biological development of the brain. Although some of his theories were deemed inaccurate, they paved the way and gave direction for upcoming psychologists who were able to build upon his work by disproving some of his theories simply to develop their own. Just as Jean Piaget, several scientists have theorized on many other parts of psychology, but all with general advantages. They provide us with a better understanding of ourselves, they provide us with a better understanding of others, and they provide us with methods to prevent and/or treat mental illnesses. At times it seems as though we do not know ourselves at all. We question our behaviors and feelings. Psychologically understanding these behaviors helps us to understand that we are probably not alone in our feelings. Also, by having a full understanding of self, psychologically, we can learn how to respond to certain feelings and emotions and how to wean ourselves off of them. In the same way that we can further understand ourselves in the study of this field we can apply reverse psychology to understand others. Being able to do so enhances people’s skills and work skills by enabling you to question possibilities and to address them as needed. This makes for more effective communication skills expanding beyond personal life and into the workforce. Lastly, research/experiments in psychology help to treat and prevent mental illnesses. Scientists have discovered biosocial, cognitive, and psychosocial facts that influence mental illnesses. Case studies allow these illnesses to be identified. By knowing what triggers them, scientists can make the general public aware of those that are most influential and can advise of help if at all needed. Factors are considered, tested, and named. Research further helps us to recognize early symptoms or onsets. In conclusion, effective research/experiments play a large role in today’s society. It helps to influence several work fields such as law enforcement in which psychologists profile criminals to help catch them. In major corporations, psychology is used to screen potential candidates or present employees and even as a part of advertising, appealing to consumer’s wants and needs. Even schools use the influence of psychology to enrich student’s learning experiences via group assignments or to enhance athlete’s performances via pep rallies. You see, Psychology is an inevitable part of everyday life. Effective research and experiments help us to better understand our behaviors, thoughts, and emotions enabling us great communication skills and a better well-being.

Brand Equity Case Study Nike Marketing Essay

Brand Equity Case Study Nike Marketing Essay The world constantly changes and disparities, however, some top brands seem to keep their leadership position in their industry to this day. Strong brands are amazingly durable and have the ultimate ability to overcome many challenges. Either does Nike. Since its creation in 1971 in the USA, the Nike swoosh is still one of the worlds most valuable brand despite of the severe crises. Ranked at 26 on the list of Interbrands Best Global Brands in 2009 with a brand value at $13.2 billion dollars, up 4% from a value of $12.7 billion last year, Nike is the best among sports brand, left the big competitors, Adidas and Puma far behind (Interbrand report, 2009). So how has Nike got ahead and stayed ahead? Figure 1: Swoosh = achievement. Source: www.nikefootball.com This article will be employed Elliott and Percys structural framework of brand equity synthesis to investigate in four dimensions of Nike brand equity, namely: brand attitude (functional and emotional features), symbolic meaning, brand awareness and brand loyalty to draw the deposit picture of Nike brand equity in the sportswear industry. About Nike In 1962, inspired by athlete aspiration, Bill Bowerman and Phil Knight shook their hand to cofounded Blue Ribbon Sports, precursor of Nike. The initial business then was to distribute low-cost and high quality Japanese athletic shoes to American. Today, Nike not only designs and sells athletic shoes at every profitable market worldwide, but also operates in athletic apparel, sport equipment and subsidiary venture including Cole Haan, Converse Inc., Hurley International LLC, Nike Golf and Umbro Ltd (Nike report, 2009). Headquartered at Oregon, United States, Nike has been presented across more than 160 countries around the world targeting its primary market regions: United States, Europe, Asia Pacific and the Americas. Nike employs about 32,500 people as of May 31, 2008 (Datamonitor Research, 2009). By indirect or direct way, Nike touches the lives of millions more with its innovative products that transform every sport into a winning battle (Superbrands, 2002). Nike customers The decade ago, Bill Bowerman, the co-founder of Nike once said If you have a body, you are an athlete (Nike company overview, 2010). This motto transmitted not only the whole brand characteristics but also the main targeted customers. They are athletes and anyone with a body. Nike offers a wide product portfolio of sport-inspired lifestyle apparel, accessories and equipment. Nike provides athletic footwear for runners, trainers and basketball players. The company also offers shoes and equipments specially designed for those addicted tennis and golf players and etcetera. Such diverse product extensions enable the company to satisfy the varied athletic needs of its customers (Datomonitor Research, 2009) Nike and its rivals Sportswear has been a thriving market in recent years. According to the research Global footwear: Industry profile releasing by Datomonitor in 2009, the global footwear market generated total revenues of $ 196,617 million in 2008. Thus, Nike has experienced intense competition from the moment its first sporting shoes being introduced to their customers. Globally, this market is dominated by the big three namely Nike, Adidas, and Puma (Sport+Markt Report, 2008; Keynote Report, 2010). Adidas Adidas was truly the first sports company, it was founded in 1920. They once really blew in the decade of 70s and 80s. By the early 90s, Adidas realized itself forgotten in the back of game. In the 21st century, the brand has steadily affirmed its position and seems on renaissance. Adidas brand increased its value at 6%, ranked 62th on the list of Best Global Brands 2009 and continued to take the second largest sporting goods manufactures behind Nike (Interbrand, 2009) The overall Adidas brand competes straightly and closely with Nikes value proposition. Nike aims To bring inspiration and innovation to every athlete in the world, meanwhile, Adidas mission is Improving every athletes performance through innovation. The brand values of Adidas have been claimed that authenticity, inspiration, honesty and commitment are derived from sport. (Datamonitor research, 2009) Puma Figure 1: the leaping puma symbolizes the combination of speed, power and elegance exhibited by professional athletes Placed at 97th, Puma brand appeared at the first time on the Interbrand annual report. Interbrand analysts gave the positive compliments for Pumas effort to compete against the big rivals. Through new design, co-branding and partnerships with celebrities and famous designers such as Alexander McQueen and Hussein Chalayan, Puma refreshes their brand image. The company defines its brand as the mixes of sport, lifestyle and fashion to increase its desirability (Puma report, 2009). The Puma brand differentiates itself from Nike by communicating lifestyle driven style with active lifestyle themes whereas Nike focusing on performance driven style. Nike brand equity Having and holding customers is likely to be a competitive battle which each brand tries all efforts to win. They compete for functional attributes, distinctive services or innovative technologies (Aaker, 1991). So what are emotional and functional benefits which Nike provides for their customers? Functional and emotional features of the brand Since Nike was set up by someone who has a deep passion for athletics and running, it should come no surprise that product is important. Products that are comfortable, authentic, functionally innovative and uniquely designed (Nike report, 1985). The innovative technology is considered as one of the defining dimensions of Nikes brand identity and corporate culture. The simple driving concept has led to some impressive innovations which is considered as one of the defining dimensions of Nikes brand identity and corporate culture. The first highlight was Air cushioning, using pressurized gas to cushion impact and new materials such as Urathane, that was used first with the Air Max running shoes (Nike report, 1987). More recently, to obtain maximum performance, Nike Sport Research laboratory has discovered the innovative technology such as Shox, which are made mostly of rubber and spring back adding more power to a runners stride and Total 90 Concept, a range of equipment to help players perform over 90 minutes of a soccer match (Keller, 2008) Such innovative technology which Nike has used has gained the strong hold in consumers perceptions. The research of Ross and Harradine (2004) focusing on relationship between young school children and branding, particularly sportswear shoes brands showed that children aged from 4 7 years old believed that these brands could improve their personal performance. They do very fast shoes. They make you run faster. They are also comfortable and look good, they added. Clearly, functional benefit is the fundamental and classical features to communicate with customers. However, if Nike just provided high quality running shoes to enhance athletic performance, Nike would not be strong brands. According to Aakers (1991), big brands need to be beyond the purely functional relationships. They should create a more strong emotional attachment with core consumers because emotional bene ­fits add richness and depth to the brand and the experience of owning and using the brand (Aakers, 2009) Figure 2: Nike Commitment to win Source: Nikefootball.comGuinn et al (p219, 2008) stated that Nike offers emotional benefits which are the exhilaration of athletic performance excellence; feeling engaged, active, and healthy; exhilaration from admiring professional and college athletes as they perform wearing your brand when they win, you win too. Associated brand with the top athletes, Nike tells story of brands which the main themes is sportsmanship and unrelenting effort. These are the story of Michael Jordan who won a record 10th scoring title and was selected as one of the 50 Greatest Players (NBA history, 2010) in Americans National basketball association championship. Lance Armstrong survived and won a second straight Tour de France while Tiger Woods completed the career Grand Slam, ensuring his place in golf history at the age where most of us are still wondering what we will do when we grow up (Nike report, 2000). The most three prominent athletes has generated the inspiration for young and next generation of athletes. Nike has succeeded to transfer their inspirations to every single purchaser. Wearing every pair of Nike shoes is to engage a passion for excellence and encourage to do your own thing. Just do it the tagline could sum up all the greatest values of brand which is (Superbrands case study, 2002). Symbolic meaning Products are no longer just products, they move beyond the functional meanings. Nowadays, they are definitely social tools serving as a means of communication between the individual and his significant references (Grubb and Grathwohl, 1967 as cited by Banister and Hogg, 2003). Products are considered as a symbol of individuality and uniqueness, and also symbol of affiliation and social identification. It is particularly trued with the fashion brands. Fashion brands such as clothes, bags, shoes and etc satisfy opposing functions, both social identification and distinction among individuals (Banister Hogg, 2003) Nike must have understood the recipe well. The Just do It campaign in the early 1990s would be a perfect example. Losing ground to archrival Reebok which was quick initiative on designing style, fashion aerobics shoes in 1980s (Keller, 2008), Nike responded dramatically and forcefully by launching the Just do it campaign which was mainly focused on person wearing on products instead of product itself. Purchasing an athlete-endorsed product is one means of symbolically and publicly demonstrating aspirations to be a part of the group and such behaviors are directly influenced by the extent to which a fan identifies with an athlete endorser Carlson and Donavan (2008)Heroes and hero worship was being built as the main themes of advertising. Celebrity endorsements such as Bo Jackson, John McEnroe and Michael Jordon appealed to the consumers sense of belonging and hipness. In other words, Americans consumers were convinced that wearing for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them; you too can belong to this group) (CFAR, 1998). Just Do It campaign succeeded (Nike increased its share of the domestic sport shoe business after launching this campaign in America from 18 percent to 43 percent, regained the leader position) because it could fascinate customers in both separating ways. Wearing Nike as a self fulfilling image declaration if you are hip, you are probably wearing Nike. But perhaps most importantly, it could create the desirable needs -if you want to be hip, wear Nike (CFAR, 1998). Symbolic meanings of Nike brand are also tracked in the research on Symbolic and functional positioning of brands of Bhat and Reddy (1998). This study showed that Nike scored high on the prestige and personality expression scales (See Appendix). The findings of Hogg et al (1998) also support the success of attached the symbolic and emblematic meanings to sportswear brands. The youth showed facility in interpreting the symbolic meanings attached to the sports brands which were associated with the different sports stars (such as footballers, rugby players, athletes and tennis players) and with different sports (e.g. football and rugby.) Brand Loyalty Luring by good shoe with innovative functionality and athletic aspiration value, Nike has indeed come to mind and heart of its customers. By the mid of 1990s, 77 percent of male Americans from the age of 18 to 25 chose Nike as their favourite shoe, according to Rozanski et al (1999). The figure still remains stably despite of that up and down year Nike has been experience, gaining the high score of customer satisfaction at 79 percent rated by The American Customer Satisfaction Index Organization (2009). Figure: 3NIKE The American Customer Satisfaction Index Base- line 97 98 99 00 01 02 03 04 05 06 07 08 09 10 Previous Year % Change First Year % Change All Others NM 73 76 79 79 78 81 81 83 79 81 83 82 83 1.2 13.7 Athletic Shoes 79 74 74 76 79 76 79 79 82 77 76 79 79 80 1.3 1.3 NIKE 82 74 73 73 78 74 76 76 78 75 72 75 78 79 1.3 -3.7 adidas 75 74 74 75 78 73 76 74 77 75 78 77 78 78 0.0 4.0 Source: American customer satisfaction index organization, 2010 It could be said that loyalty to the Nike brand is driven by many external and internal factors such as brands subjective and objective characteristics and loyalty building programs. One visible example of creating innovative method to capture the strong relationships with Nike users is that creating Joga.com, a social network site for foot ball fans. Launching quietly in the early 2006, the site became an instant hit, peaking at 7.5 million viewers when Nike showed Ronaldinho video clips, according to Nike (2006). More than 1 million members from 140 countries signed up by mid July. In this site, fans can create their personal blogs, build communities around favorite teams or players, download video and organize pickup games. By enrolling consumers in building and shaping the content of the website, Nike pulled their loyal customers closer, nurtured deeper bonds of loyalty and advocacy. (Kotler and Amstrong, 2007) Brand Awareness Brand awareness is the first and crucial stage of consumers preference. It refers to the strength of a brands presence in the consumers mind (Aakers, 1996). Nike has been successful in building awareness. The Swoosh symbol has been appeared everywhere, on shoes, hats, billboards and soccer balls across the globe too remarkably to such extent that one author used the title The Swooshification of the World on Sports Illustrated column that imaged a future in which the swoosh could surpass sports to become a letter of the alphabet and the new presidential seal, among other things(Keller, 2008). True be told, the recognition of the swoosh is extremely high. According to Keller (2008), as of 2000, 97 percent of American citizens recognized the brand logo, as the strong brand penetration. The studying of Arona and Stoner (2009) on understanding brand personality also assists this fact. The findings indicated that Nike was perceived as a dominant force or authority in the market place, reaching at nearly 90 percent (Figure below) Figure 4: The difference between Nike and Adidas. Source: Arora, R. and Stoner, C. (2009) a mixed method approach to understanding brand personality, Journal of product and Brand management, 18(4), 272-283. The results of Ross and Harradines research (2004) on brand recognition and awareness on children is also supportive, which showed that Nike could be recognized consistently without identification of brand name, even by the youngest group (aged from 4 to 6 years old). This perhaps may reflect the general level of advertising and promotion that children are exposed to. How has Nike done to build brand awareness? Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. Among these strategies, athlete endorsements could be considered as the most significant success of Nike brand. Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building (1.6 billion dollars is spent on multiyear athlete endorsement by Nike according to Horrow (2007). Athletes at the top of their respective sport such as Micheal Jordan, Tiger Woods, and Lance Armstrong who are well liked and respected by members of the brands target audience are chosen as endorsers to associate the Nike brand with the athletes celebrity image. This strategy has been paid off, for example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement (Pike, 2006 cited by Carlson and Donavan, 2008). Conclusion Since the Nike name is chosen in 1971 with the concepts of victory, success and speed, Nike has been keeping its great speed in the fierce competitive environment. Building brand image and its associations around a famous person and conducting the two way conversation with power consumers through innovative digital channels, Nike has hold the strong presence in the heart of consumers. REFERENCE Aaker, D., 1996. Building strong brands. New York: The Free Press Aaker, David A., 1991. Managing Brand Equity. New York: The Free Press Elliot, R. and Percy, L., 2007, Strategic brand management, Oxford: Oxford University Press Guinn, T., 2008. Advertising and Integrated brand promotion. South Western: South Western Educational Publishing. Keller, K., 2008. Best practice cases in branding: lessons from the worlds strongest brands. 3rd Ed. NJ : Pearson/Prentice-Hall. Kotler, P., and Armstrong, G., 2007. Marketing: an introduction. 8th Ed. N.J. : Pearson Prentice Hall Aaker, D. (2009) Beyond functional benefits, Marketing news, 30, 23-24. Arora, R. and Stoner, C. (2009) a mixed method approach to understanding brand personality, Journal of product and Brand management, 18(4), 272-283. Banister, E., and Hogg, M. (2003) Negative symbolic consumption and consumers drive for self-esteem, the case of the fashion industry, European Journal of Marketing, 38(7),850-868. Carlson, B., and Donavan, T. (2008) Concerning the Effect of Athlete Endorsements on Brand and Team-Related Intentions, Sport Marketing Quarterly, 17 (3), 154-162. Court, D. et al. (1997) If Nike can just do it, why cant we, The McKinsey quarterly, 3, 24-34. Hogg, M., Bruce, M. and Hill, A. (1998) Fashion brand preferences among young consumers, International Journal of Retail Distribution Management, 26 (8), 293-300. Ross, J. and Harradine, R. (2004) Im not wearing that! Branding and young children, Journal of Fashion Marketing and Management, 8(1),11-26. Ross, J., and Harradine, R. (2004) Im not wearing that! Branding and young children, Journal of Fashion Marketing and Management, 8 (1),11-26. Rozanski, H., Baum, A., and Wolfsen, B. (1999) Brand Zealots: realizing the full value of emotional brand loyalty, Strategy and Business Fourth Quarter ,19, [Online] Available at http://www.strategy-business.com/article/13741?gko=31937 The American Customer Satisfaction Index, Score by company NIKE, [Online] Available at: http://www.theacsi.org/index.php?option=com_contenttask=viewid=149Itemid=157c=NIKE (accessed 20/05/2010). Brandrepublic (2002) Superbrands Case Studies Nike, [Online] Available from:http://www.brandrepublic.com/news/148384/superbrands-case-studies-nike/(accessed 22/04/2010) Center for Applied Research CFAR (1998) Mini case study Nike -Just do it advertising campaign, [Online] Available from: http://www.cfar.com/Documents/nikecmp.pdf(accessed 20/05/2010) Datamonitor research (2009), Nike, Inc. Company profile, [Online] Available from: http://www.datamonitor.com/store/Product/nike_inc?productid=8E563969-FC1C-4D3A-8EEE-F9D79F81F0C3 (accessed 14/04/2010) Datamonitor research (2009), Global footwear industry profile, [Online] Available from: http:www. datamonitor.com (accessed 14/04/2010) Horrow, R. (2007), A countdown of 10 top sports and entertainment business issues, [Online] Available from http://community.foxsports.com/blogs/TheSportsProfessor (accessed 22/05/2010) Interbrands annual report (2009), Best global brands, , [Online] Available from: http://www.interbrand.com/best_global_brands.aspx?year=2008langid=1000 (accessed 14/04/2010) Keynote Report (2010), Clothing, Personal Goods Home Goods 2010, [Online] Available from: www.keynote.com (accessed 18/05/2010) National basketball championship, NBA Encyclopedia playoff edition, [Online] Available from: http://www.nba.com/history/players/jordan_bio.html (accessed 22/05/2010) Nike (2010), Company overview, [Online] Available from: http://www.nikebiz.com/company_overview/ (accessed 12/04/2010) Nike report (2000), Nike annual Report 2000, [Online] Available from: http://invest.nike.com/phoenix.zhtml?c=100529p=irol-reportsOther (accessed 16/05/2010) Puma (2009) About company, [Online] Available from: http://www.puma.com/about (accessed 12/04/2010) Sport+Markt Report (2008), Jersey Report 2008/2009 , [Online] Available from: http://www.sportundmarkt.de/en/reports/list/jersey-report-200809.html (accessed 18/05/2010) Superbrands (2002) Nike Company, [Online] Available from: http://uae.superbrandsmena.com/images/spreads/NIKE%204-4.pdf (accessed 22/04/2010)

Knowledge Management Knowledge Creation in Organization

Knowledge Management Knowledge Creation in Organization In the present age, knowledge management (KM) is playing increasingly important role in both public and private organizations. However, there are many organizations did not realize the importance of KM. This value asset can contribute most of learning organizations in achieving their business aims and goals. To compete effectively in this twenty first century, organizations need to be aware on the environment changes within the organization and they needs to be the one that creates information and knowledge. In order to achieve this, both top management and support staff must be active key players in creating knowledge. Creating knowledge is not the matter of learning from others or obtaining knowledge from outside but knowledge must be built on its own through communication and interaction among people in the organization. Moreover, knowledge creation is part of knowledge management that is seen as heart to the successful of organizations where KM tasks involved in capturing the cre ativity, sharing and utilization of knowledge as well as professional that provides with competitive edge. This article is critically emphasizes on knowledge management and knowledge creation with SECI model, Ba concept and case study in regard to organizational adaption, survival and competence. Keywords: knowledge, knowledge management, knowledge creation, SECI model Ba concept, competitive edge, tacit and explicit knowledge Introduction Knowledge is now seems to be the significant to organization success where organization able to secure its competitive advantage and competent to achieve sustainable superior performance. As pointed out in Migliarese and Verteramo (2005) article based on Alvesson (1995), Drucker (1988) Nonaka and Takeuchi (1995), Prusak (1997), many authors agreed that this competitive advantage relies on the ability to create new knowledge, to spread it throughout the organization and also to express that knowledge in products, services and systems. Knowledge creation also should be important part in any business strategy as this has agreed by many executives (Migliarese and Verteramo 2005). While organizational capability to create knowledge is the most important source of organization to sustain its competitive advantage (Junnakar, 1997; Nonaka et al., 2000; Parent et al., 2000). While organizational knowledge creation, need to be understood as a process that organizationally increases by individuals and develops it as a part of the knowledge network of the organization (Nonaka and Takeuchi, 1995). Tacit and explicit knowledge are another crucial element that involved in the creating of knowledge. Tacit knowledge is important in creating knowledge in organization where logically this knowledge is created only by individuals. Nowadays, technology is crucial element that contributes to the creating of knowledge; however, knowledge management is not a technology. Technology is only a platform that enabled the activities of creati on and people is the one who produce the knowledge. Knowledge Management Concept There are numerous of knowledge management concept has been defined by various researchers and practitioners and there is no limitation to defined it. The concept of knowledge management in todays globalization world has brought to widen aspect, where it applies based on the circumstances of certain place, time as well as space. According to Awad and Ghaziri (2001) in their book of Knowledge Management, considered the knowledge management concept as a new interdisciplinary business model that has knowledge within the framework of an organization as its focus. Knowledge management is not only emphasizes on specific area of subject but it also covers all aspect of life comprising business, economic, psychology and information management. Becerra-Fernandez et al. (2004) have defined knowledge management as doing what is needed to get the most out of knowledge resources. Based on Awad and Ghaziri (2001) as taken from Malhotra (1999) stated that knowledge management provides to the seriou s issues of organizational adaption, survival and competence in the aspect of progressively discontinuous environmental. Basically, it represents organizational processes that seek synergistic combination of data and information processing capacity of information technology and the creative and innovative capacity of human beings. In addition, knowledge management is seen as a repository where the composed of facts and information that can be stored, retrieved and transferred in order to run the business organization effectively. Besides, knowledge management also is more than getting the right information to the right individual at the right time. In upon of views by Nonaka and Takeuchi (1995), people do not only receive new knowledge passively but they interpret the knowledge actively in order to fit with their own situation and perspectives. Further, knowledge management assists people to share and put information in action in order to achieve the organization goals. However, Bodhanya (2008) argued that knowledge management cannot be considered as important for organizational success in the contemporary world because this may only be the case under certain conditions. Knowledge management is really about the relationships between people, process and technology in overlapping parts (Figure 1). In order to manage knowledge, organization must first list its people, systems and decisions as well. Even though there are still have yet to agree the definition on knowledge management from researchers and practitioners (Awad and Ghaziri, 2001), each definition of knowledge management should include the above three important elements as these elements enable the organization to position itself and has positive impact on business processes. Knowledge K Figure 1: Overlapping human, organizational and technological factors of KM Source: Awad, E.M. Ghaziri, H. M. Knowledge Management. International ed. Upper Saddle River, New Jersey: Prentice Hall, 2004 Knowledge Creation Sabel (1994) as cited by Diego Puga and Daniel Trefler (2002) pointed out that knowledge creation is about shifting products and processes in theoretically ways of unpredictable. While as Soo, Divenney and Midgley (1999) have stated that knowledge creation is broadly known to be strategically essential for both organizational learning and innovation. In a different views, Nonaka and Takeuchi (1995) said knowledge creation is basically depends on the mobilization and conversion of tacit knowledge. In the other hand, knowledge can be created through the process of tacit knowledge transfer as well as the conversion of tacit knowledge to explicit knowledge. In addition, Choi and Lee (2002) referred to the views of Bloodgood and Salibury (2001) and Bohn (1994) said that, the continuous process that involves individuals and group of people within the organization and between organization share tacit and explicit knowledge is also known as knowledge creation. While for Ratcheva (2003) new k nowledge creation is collectively constructed and embedded in the organising practices of virtual teams activities. As written by Balestrin, Vargas and Fayard (2008) in their articles that taken from Nonaka and Takeuchi (1995), knowledge creation is considered as a process of knowledge conversion. Knowledge conversion is the interaction between tacit and explicit knowledge in the innovative of human beings activities where they are not isolated entities but complimentary entities. Nonaka and Takeuchi (1995) have introduced a model of knowledge creation known as SECI model that involved socialization, externalization, combination and internalization. SECI process will be function effectively with the support of proper context (Balestrin, Vargas and Fayard 2008) that covers the aspect of time, space and relationship between people in the organization. However, for Awad and Ghaziri (2001), the knowledge creation is related to the updated knowledge which is based on the experiences in a certain problem area and utilizes the new knowledge in combination with initial knowledge in order to update the knowledge for the purpose of knowledge sharing. In different point of views by Lehaney et al. (2004), knowledge creation is a key factor in competitiveness in a service economy where the creation of new ideas, new methods to market the existing products, upgraded old products and brand new products are all based on idea. Two Dimensions of Knowledge Creation According to Daud et al. (2008), knowledge creation has two dimensions, which are epistemological and ontological. The epistemological knowledge creation dimension comprises of both tacit and explicit knowledge. As mentioned in the book of The Knowledge Creating Company by Nonaka and Takeuchi (1995), tacit knowledge is personal where it is difficult to formalize and communicate as it basically in peoples mind such as ideas and thought while explicit knowledge is a knowledge that is transmittable in formal with systematic language. However Daud et al. (2008) defined explicit knowledge as a knowledge that is described in symbols such as mathematical formula and statements. The interaction between tacit and explicit knowledge is presented in the Nonaka and Takeuchi SECI model. This model is basically shows the relationship between tacit and explicit knowledge with different modes of knowledge conversion in order to develop important information and knowledge as for the business purposes . In ontological knowledge creation dimension, it emphasizes more on the different level of knowledge creating entities which involves individual, group, organization and inter-organization (Daud et al., 2008). The concept of ontological dimension can be portrayed that it is impossible to create knowledge without a people where knowledge only can be created by them. Organization also need to have a clear understanding towards the created knowledge and should constitute it as a part of knowledge network of the organization. Knowledge Creation and Four Modes of Knowledge Conversion Based on the assumption that knowledge is created through the collaboration between tacit and explicit knowledge made by Nonaka and Takeuchi (1995), allows them to produce model of SECI modes. These four different modes were presented in the simple square box (Figure 2) and the conversion of knowledge consists of socialization (tacit knowledge to tacit knowledge), externalization (tacit knowledge to explicit knowledge), combination (explicit knowledge to explicit knowledge) and internalization (explicit knowledge to tacit knowledge). In socialization modes, knowledge is created through the interaction between people and mental models or knowledge sharing among team members in the organizations such as team meetings and discussion. As stated by Nonaka and Takeuchi (1995), individual can acquire tacit knowledge without language. While the concept of combination modes refer to the process of socialization where it merges different type of explicit knowledge that is produced by individual. This mode will be take place when individuals exchange and merge knowledge such as through meetings and phone conversation. According to Nonaka and Takeuchi (1995), the reconfiguring of existing information through the sorting, adding, recategorizing and recontextualizing of explicit knowledge can assist in the production of new knowledge. Another two modes is the knowledge conversion process of both tacit to explicit communication also referred to as externalization and internalization modes. Externalization mode is very important in articulating among team through dialogue such as formal meeting and brainstorming. The process helps the team members to articulate the hidden tacit knowledge. This mode is different with internalization mode where it related to learning by doing such as a report and deducing ideas or taking constructive action. Socialization Externalization Combination Internalization Tacit Knowledge Tacit Knowledge Explicit Knowledge Explicit Knowledge Figure 2: Conversion of knowledge between tacit and explicit forms Source: Nonaka and Takeuchi (1995) Principally, in order to ensure the SECI process occurs effectively, Balestrin et al., (2008) said a proper context is required. This proper context referred to the concept of ba that developed by Nonaka and Konno (1998). The ba concept is originally created by Kitaro Nishida (Nonaka and Konno, 1998) which means multi context place (Kivijarvi, 2008). According to Nonaka, Toyama and Konno (2001, p. 22) ba can be defined as a shared context in which knowledge is shared, created and utilize. Each ba in ba concept supports a particular mode of knowledge conversion in the SECI process (Nonaka and Konno, 1998; Balestrin et al., 2008) as represented in Figure 2. This topic of ba concept will be explained further in the next topic. Knowledge Creation and the Characteristic of the Four Types of Ba According to Nonaka and Konno (1998), ba concept consists of four types of elements namely originating ba, interacting ba, cyber ba and exercising ba. While, Nonaka et al., (2002) have categorized it with different name of ba, there are originating ba, dialoguing ba, systemitizing ba and exercising ba. However, both opinions have similar concept. Each ba supports a particular mode of SECI model (Nonaka and Konno, 1998; Nonaka et al., 2002) and this lead to increase the speed of knowledge creation within the organization (Nonaka and Konno, 1998). For John and Cook (2001), it is very important to understand the characteristics of ba with the relationship of knowledge creation modes (SECI modes) to enhance organizational knowledge. Within a given perspective, this article will be followed the terms created by Nonaka et al. (2002). C:UsersIJAPictures2.jpg Figure 3: Types of Ba Source: Nonaka, Toyama and Konno (2002) taken from Balestrin et al. (2008) Originating ba is the beginning of the process of knowledge creation where it involves socialization mode (SECI model). Originating ba is the situation where individuals share their feelings, emotions, experiences and mental models. This can be achieved through the face to face interaction such as social gatherings and informal meetings (Trips and visits). Dialoguing ba is the second phase of ba concept where it refers to the situation where dialogue is a key to the conversion between people. This ba supports the conversion and articulation of tacit knowledge into a more external form. This means, individuals share their experiences and abilities, and finally transform it into common terms and concepts. While systematizing ba is the situation where it offers a context that combine explicit knowledge with the existing knowledge in the organization. For exercising ba, it allows the knowledge that has been socialized, externalized and systematized to be interpreted again or in the other hand it offers a context for the internalization of the knowledge again. Ba concept can be applied in the organization where it will guide an assist organization in analysing valuable basis for knowledge creation. As mentioned by Nonaka and Konnon (1998) awareness of different categories of ba can enable successful support of knowledge creation. Case Studies: Knowledge Creation in Organization This section will be presented one case studies about knowledge creation in the organization with the adaption of ba concept. Knowledge creation within the AGIVEST network Association of Rio Grande do Sul (AGIVEST) is a clothing industry that is located in southern Brazil. Based on the case study done in this small firm network, it was found out that majority knowledge is created from the information and knowledge sharing through the interaction between people in the organization. And this knowledge sharing occurs informally between the businessmen. Besides, several spaces in which this factor takes place in the network were identified. It was discovered that the effective process of knowledge creation in the AGIVEST that supported by the different types of ba concept lead to the creation of valuable knowledge assets in order to develop value and competitive differential for the organization. Various types of ba were identified and each type of ba identified works as different situation that promotes an effective platform as to make knowledge creation easier between the network firms. Based on the findings, there are 7 (seven) types of ba have been identified which consist of meetings at firms, assemblies, social gatherings, trips and visits to fairs, courses and lectures, strategic planning and electronic space. All the types of ba have been categorized according to respective ba as represented in Figure 4 below. As can be seen in the Figure 4, visits to factories, trips and visits to fairs and social gatherings and informal meetings were group under originating ba. As discussed above originating ba is a platform for individual to socialize with others through face to face interaction which they can share their feelings as well as experiences. In AGIVEST, the visits by businessmen between network industries assist them to identify enhancements of their business in the aspect of production processes, technologies and other production concepts. Through the visits and social gatherings also help them to strengthen the relationship between industries and increase the trustworthiness among networks. In fact, AGIVEST businessmen obtained chances to know the other experiences and cooperate together on the trends and challenges as well. C:UsersIJAPictures1.jpg Figure 3: Types of Ba in the AGIVEST Source: Balestrin et al. (2008) While in dialoguing ba, assist AGIVEST in to develop a good strategy in order to ensure their business stay competitive with others. It also helps in structuring their best network strategy planning as it were participated by all network businessmen. Through formal assemblies, they can take an action based on the planning that has been structured at collective decision making process in order to achieve its business goals and objectives. Electronic communication and courses and lectures occur under the systematizing ba. This stage helps the businessmen to share their knowledge that has been received from the previous stage of ba. As stated by Henderson and Sussman (1997), computer mediated communication may lead to the development quality knowledge creation through forum, and sharing beliefs, in order to confirming consensual interpretation and allowing expression of new ideas. However, limitation on it ensued in AGIVEST due to the systematization resources for knowledge was fragile and deficient, mainly in the aspect of non-existence of use of IT system. Finally, exercising ba was taken place as to produce new management concept and new production process. In short, by applying the ba concept, it helps the AGIVEST in observing the interaction between their networks that lead to the creation of knowledge. From the collected findings, it was discovered that most of the knowledge creation occurred in the AGIVEST was resulted from the informal communication between the businessmen. However, this evidence is not actually a definitive theory but it purposes to encourage further research concerning on knowledge creation and small firm network in the academic community. Conclusion As conclusion, many different types of knowledge can be created within the organization. Basically knowledge creation occurs in the organization is resulted from the interaction between people in the organization, and then this knowledge is captured and share among them for the purpose of business development. According to Ratcheva (2003), the creation of new knowledge is socially embedded in interaction and communication practices. She also said that new knowledge creation processes in virtual partnership exist in in the networks of professionals and the interaction and communication forms and rules established amongst team members decide how knowledge is gathered. Every individual in organization need to participate in the process of knowledge creation as this will lead to produce good answer to the presence problem. This method is very useful because by sharing knowledge whether in both formal and informal meetings can develop new management concept as well as better solutions for specific problems as these meetings were participated by various levels of people in the organization. All of them may contribute an idea based on their experiences at different level of job environments. However, according to Roth (2003) it is a challenge for all organizations to enhance effective knowledge creation within and between diverse knowledge areas, as significant in the deep professional knowledge area as in the cross-functional team area or other communities of practice. In reality, most of the existing study done on knowledge creation is emphasizes on the source and state of knowledge (John and Cook, 2001). Further study on this topic is needed to identify more comprehensive approach towards the creation of organizational knowledge, where the successful process of knowledge creation is resulted from the much cooperation and knowledge sharing between many organizations. Based on John and Cook (2001), research is needed where it must be beyond the source and state of knowledge in order to consider the conditions that enable knowledge creation. BIBLIOGRAPHY MLA Awad, E.M. Ghaziri, H. M. Knowledge Management. International ed. Upper Saddle River, New Jersey: Prentice Hall, 2004 Adamo, Jean-Marc. Data Mining for Association Rules and Sequential Patterns: Sequential and Parallel Algorithms. United States, America: Springer-Verlag New York Inc., 2001. An Introduction to Data Mining. January 25, 2010. Data Mining. January 25, 2010. Data Mining Picture. February 10, 2010. Data Mining: What is Data Mining? January 25, 2010. Decision tree technique picture. February 10, 2010. Dennis, C., David M. Tony C. Data Mining for Shopping Centers: Customer Knowledge Management Framework. Journal of Knowledge Management. 5 (4) (2001):368-374. Dunham, Margaret H. Data Mining Introductory and Advanced Topics. Upper Saddle River, New Jersey: Pearson Education, Inc., 2003. Folorunso, O. Ogunde, A.O. Data Mining as a Technique for Knowledge Management in business process redesign. Information Management Computer Security. 13 (4) (2008): 274-280. Genetic Algorithms Mechanism Picture. February 10, 2009 Inmon, W.H, John A. Z. Jonathan G.G. Data Stores, Data Warehousing and the Zachman Framework Managing Enterprise Knowledge. United States, America: McGraw-Hill Companies, Inc., 2003 Lee, S. J. Siau, K. A Review of data mining techniques. 101.1 (2001): 41-46. 25 January 2010. Nemati, H.R. Barko, C.D. Key factors for achieving organizational data-mining success. Industrial Management Data Systems. 103 (4) (2003): 282-292. Pendhakar, P. C. Managing Data Mining Technologies in Organizations: Techniques and Applications. United States, America: Idea Group Publishing, 2003. Wang, J. Data Mining Opportunities and Challenges. United States, America: Idea Group Publishing, 2002. Westpal, C. Balxton, T. Data Mining Solutions: Methods and Tolls for Solving Real-World Problems. Canada: John Wiley Sons, Inc., 1998

Free Essays - Autobiography of Malcolm X :: Malcolm X Essays

Review of the Autobiography of Malcolm X The Autobiography of Malcolm X as told by Alex Haley is about a man who changed the history of America. Malcolm (Little) X preached what he believed about racism, discrimination, and segregation. He went through many changes in his fight for equality. The three transformations that really changed the way Malcolm thought and preached where his transformation in prison, his transformation into the Islamic religion (following Elijah Muhammad), and the biggest transformation of all, his pilgrimage to Mecca. In all of Malcolm actions, teachings and transformations we learn different points of view and we get a good look at different aspects of events. The life of Malcolm (Little) X as told in his autobiography should be read by all. Malcolm X while in prison completed his first transformation. Like many great figures and history makers had a low point in is life. At this time Malcolm was into drugs, hustling, women and money. He became so dependant on making a lot of money he and some of his friends decided to rob the house of an old white man. They were caught for this crime and were not only charged with this crime but were also charged with having sex with white women. Malcolm and his friend "Shorty" were sentenced to six years in prison. The two white women that were Malcolm and Shorty’s accomplices were sentenced to a year in jail. During the first couple days of prison Malcolm was coming off a drug high and was having withdrawals. These withdrawals led Malcolm into solitary confinement for two months. When he was let out of his chamber he met the man that would later be responsible for Malcolm’s transformation. This man was a follower of the nation of Islam and the great Alijah Muha mmad. Malcolm learned a great deal form him. This shows us that even in the worst of circumstances we can learn and become better. This transformation was a great test for Malcolm and starts to let us see what a great influence he would end up being in the lives of many Americans. Malcolm’s second transformation was his immersion and dedication to the Nation of Islam. He followed the "great" Alijah Muhammad and his teachings. Malcolm started preaching to small amounts of followers. It did not take long for the word of Malcolm’s preaching to get into the community.

Essay on Appearance vs Reality in Everyday Use and The Gilded Six-Bits

Appearance versus Reality in Alice Walker's and Zora Neale Hurston's Everyday Use and The Gilded Six-Bits  Ã‚     Ã‚  Ã‚   In "The Gilded Six-Bits" it appears that Otis D. Slemmons, the towns newest arrival, is rich, but by closer inspection by Joe Banks and Missie May, is found to be poor.   In "Everyday Use," Maggie doesn't appear to be smart enough to honor and appreciate her heritage, but she and not Dee/Wangero is really preserving the family traditions as well as heritage.   Both "The Gilded Six-Bits" by Zora Neale Hurston and "Everyday Use" by Alice Walker have the theme of appearance and reality.    Hurston and Walker use the theme of appearance versus reality to convey the message that things aren't always as simple as the outward appearances suggest.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The theme of appearance and reality is seen in "The Gilded Six-Bits" upon our first meeting Joe Banks and Missie May.   Even out first glimpse into their lives, we don't know they are married. It seems they are only dating.   Lillie P. Howard, author of the book Zora Neale Hurston, states, "The Gilded Six-Bits is the story of a beautiful marriage beset by difficulties, of trials and successes, of appearances and reality" (151). Joe admired Slemmons.   He says, "Yeah, he's up to date.   He got de finest clothes Ah ever seen on a colored man's back" (2089). Joe also admired Slemmons coins "He's got a five-dollar gold piece for a stick pin and he got a ten-dollar gold piece on his watch chain and his mouf is jes' crammed full of gold teethes.   Sho wisht it wuz mine" (2089-90). Slemmons gave the impression to Joe and the rest of the town that he had lots of money and expensive jewelry. Joe wants the possessions that Slemmons has, and Mis sie wants him to have them too.   Ã‚  Ã‚  ... ...ity, v. XXI, no. 3, Summer, 1985.   Short Story Criticism. Ed. Thomas Votteler, v. 5.   Detroit, MI: Gale Research Co., 1990.   Baym, Nina, ed. The Norton Anthology of American Literature.   Shorter fifth edition.  New York: Norton, 1999.   Hurston, Zora Neale.   "The Gilded Six-Bits" Baym 2087-2095.   Walker, Alice.   "Everyday Use" Baym 2522-2528.   Bone, Robert.   "Three Versions of Pastoral" in his Down House: Origins of the Afro-American Short Story, Columbia University Press, 1988.   Short Story Criticism. Fowler, Carolyn. "Solid at the Core," in Freedom Ways, v 14, no. 1, first quarter, 1974.  Short Story Criticism. Ed. Thomas Votteler, v. 5.   Detroit, MI: Gale Research Co., 1990.    Howard, Lillie P.   Zora Neale Hurston.   New York: Twayne Publishers, 1980.    Winchell, Donna Haisty.   Alice Walker.   New York: Twayne Publishers, 1992.    Essay on Appearance vs Reality in Everyday Use and The Gilded Six-Bits Appearance versus Reality in Alice Walker's and Zora Neale Hurston's Everyday Use and The Gilded Six-Bits  Ã‚     Ã‚  Ã‚   In "The Gilded Six-Bits" it appears that Otis D. Slemmons, the towns newest arrival, is rich, but by closer inspection by Joe Banks and Missie May, is found to be poor.   In "Everyday Use," Maggie doesn't appear to be smart enough to honor and appreciate her heritage, but she and not Dee/Wangero is really preserving the family traditions as well as heritage.   Both "The Gilded Six-Bits" by Zora Neale Hurston and "Everyday Use" by Alice Walker have the theme of appearance and reality.    Hurston and Walker use the theme of appearance versus reality to convey the message that things aren't always as simple as the outward appearances suggest.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The theme of appearance and reality is seen in "The Gilded Six-Bits" upon our first meeting Joe Banks and Missie May.   Even out first glimpse into their lives, we don't know they are married. It seems they are only dating.   Lillie P. Howard, author of the book Zora Neale Hurston, states, "The Gilded Six-Bits is the story of a beautiful marriage beset by difficulties, of trials and successes, of appearances and reality" (151). Joe admired Slemmons.   He says, "Yeah, he's up to date.   He got de finest clothes Ah ever seen on a colored man's back" (2089). Joe also admired Slemmons coins "He's got a five-dollar gold piece for a stick pin and he got a ten-dollar gold piece on his watch chain and his mouf is jes' crammed full of gold teethes.   Sho wisht it wuz mine" (2089-90). Slemmons gave the impression to Joe and the rest of the town that he had lots of money and expensive jewelry. Joe wants the possessions that Slemmons has, and Mis sie wants him to have them too.   Ã‚  Ã‚  ... ...ity, v. XXI, no. 3, Summer, 1985.   Short Story Criticism. Ed. Thomas Votteler, v. 5.   Detroit, MI: Gale Research Co., 1990.   Baym, Nina, ed. The Norton Anthology of American Literature.   Shorter fifth edition.  New York: Norton, 1999.   Hurston, Zora Neale.   "The Gilded Six-Bits" Baym 2087-2095.   Walker, Alice.   "Everyday Use" Baym 2522-2528.   Bone, Robert.   "Three Versions of Pastoral" in his Down House: Origins of the Afro-American Short Story, Columbia University Press, 1988.   Short Story Criticism. Fowler, Carolyn. "Solid at the Core," in Freedom Ways, v 14, no. 1, first quarter, 1974.  Short Story Criticism. Ed. Thomas Votteler, v. 5.   Detroit, MI: Gale Research Co., 1990.    Howard, Lillie P.   Zora Neale Hurston.   New York: Twayne Publishers, 1980.    Winchell, Donna Haisty.   Alice Walker.   New York: Twayne Publishers, 1992.   

Police Officers Should Not Carry Guns Essay

There are a lot of arguments all around the world in this subject. Politicians, teachers, sociologists and psychologists declare their ideas and also they write some essays about if the polià §e officers should carry a gun or not. Many people suppose that police officers should carry their guns. Nowadays more and more crimes are being committed and police officers protect us from criminal behaviour. I will discuss whether police officers should be allowed to carry guns in this essay. I strongly insist that they should not be allowed to carry guns. There are some reasons to support my opinion. First of all, police officers actually are carrying a gun to protect the people. However, I have never been told that police officers saved people with their gun. Secondly, mostly, police officers can not their guns in a controlled way. We know from the news, some of police officers kill somebody with their guns.In the human rights, ‘the right to life’is the most important one that we have. When police officers kill somebody with their guns, the society starts to believe human life is not valued. In addition, police officers kill off 40 people with their guns between the years 2008 and 2009 in Turkey.Reasons of the killing them was ‘they did not Show their ideninty cards to police officer’. In the USA, the problem also not so different. Also, I sometimes hear the crime committed by the police officer. Even though the police officers are trained to usetheir gun in emergency, a tiny percentage of them committed murder with a gun when they were an excited state. They are actually the person before the police officer. Normaly, we need police officers not only for our security. Ther functions also about social aid and health, as it is written on the laws. Social aid and health about human rights but guns are completely the opposite of these good feelings and ideas. I do not think, somebody wants from help to pollice officer who has gun with him. That is a big fear, guns awe us. I read an article about search police officers did at a school to find in some kinds of drugs; however, they did not find any drugs. In addition, they threatened the students to kneel down with their guns. All students were frightened because they were pointign a gun at them. In spite of, they having to protect the people with their gun. Next, police officers use their guns againist criminals. But youngsters and children are  exposed to their guns almost everyday. So, they will tend to violonce. They can be new criminals of the future. Maybe they will elaborate on police officers’ guns, because guns are so common in the world today. They thought like that, ‘if it is not good or necessary, why police officers carry them?’. These kind of thought, so normal for a young person or a teenager. Other reason is, the state pay much Money to guns every year. If the money is used for education and social facilities, surely, the crime rate w ill drop year by year. So, that is better to money us efor these kind of activities. We must think about this question, ‘do we want to drop of crime rate or do want to punish someone who crimes?’. If the answer first I said, we have to pay money for education and the other social facilities. It is important to outline that the work of police was always in the centre of attention. There is a very serious deliberation about it, which is connected with factors, such as the rate of criminality and a psychological factor of carrying a weapon. The situation with the growth in the number of committed crimes is very notorious and dangerous. As a result, in society was formed a particular opinion about the work of police. Many people suppose that police officers should carry their guns because it can influence criminals, and the number of crimes will decrease. However, it is not a secret that in countries where police officers are obligated to carry guns the index of crimes is higher than in the UK. At the same time, there is a reasonable opinion that not carrying guns by police officers reduces the amount of violence. Last, it is a very widespread opinion among people that a gun is the tool, which can be a serious psychological weapon in the fight with criminality. It is believed that criminals can be afraid of armed police officers. However, many facts contradict this position because in the world there were many examples when crimes were committed by very brutish offenders, and these criminals were not stopped with guns. However, not carrying guns provide society with a positive example when police demonstrate that they are able to resolve any problem without using weapons. In conclusion, the author of the present essay wants to clarify the key points of the discussion. There is a widespread opinion in society that weapons are a remedy, which resolves many problems with criminality. At the same time, much data suggests that, in many cases, weapon is not able to stop a criminal. In addition, it is vital to emphasise that not carrying  guns is a good example for all people to be less violent. As you can see, there are many reasons not to be armed police officers.

East of Eden: John Fontenrose Response

East of Eden: John Fontenrose Response The basis for the story of good and evil is most often the Christian biblical stories in the book of Genesis. The classic battle of good and evil with good always triumphant over evil often stretches farther out and into our many cultures. This archaic tale is ever prevalent in all of mankind’s greatest stories in many different variations. John Steinbeck often brings this struggle to different methods of thought especially on how we view evil, as well as good.He brings this story to light using the everyday, common man in his books, Grapes of Wrath, Of Mice and Men and now East of Eden to portray the realistic side of the battle of good and evil. Many will argue that he does not have a very clear goal for presenting this idea including, John Fontenrose, in his literary criticism, â€Å"John Steinbeck: An Introduction and Interpretation† but it is quite the opposite. In John Steinbeck’s book, East of Eden, The stories of the Hamilton and Trask families get intertwined along with many other people as the theme of good and evil unfolds on them on farmland in both Salinas, California and in Connecticut.Towards the beginning of the book the good characters, Alice and Adam and the bad characters, Cyrus and Charles are clear to the reader but as the novel progresses the concept of â€Å"timshel† is introduced which redefines the concept of predestination versus free will and changes the course of each character’s limitations for better and for worse. In East of Eden Steinbeck is not unclear on his position of good and evil, rather he puts forward the way this mindset has changed over time and gives his own methodology on how the struggle of good and evil should be thought of.Often times Steinbeck shows the realism in this book with many archetypes that are not perfect and alter from time to time. This makes it hard for some people to understand his reasoning like, John Fontenrose, as he neglect s this concept when he states that the author is, â€Å"never clear about the relation of good to evil in this novel† (Fontenrose). Steinbeck purposefully creates this view so that the appearance of progression in his archetypes is shown when free will is added to his characters. In the late beginning of the book, Charles beats his brother, Adam, almost to death because of jealousy over his father’s love.It is an almost perfect allusion to the biblical story of Cain and Abel which represents an ever occurring theme throughout the book. In fact this represents one of the first introductions towards realism in the novel because these horrible events are a part of life, that of which Steinbeck does not wish to cover up. Instead of hiding them Steinbeck shows them in detail to carry the notion that the concepts of good and evil are not concrete but are situational and objective. While Charles thought he was being just, Adam most certainly did not.In part three of the book Steinbeck introduces the concept of â€Å"timshel† as discovered by Adam’s servant Lee and its many different translations, â€Å"‘Thou shalt,’ meaning that men will surely triumph over sin. But the Hebrew word timshel- ‘Thou mayest’-that gives a choice. Why, that makes a man great, †¦ for in his weakness and his filth and his murder of his brother he still has the great choice† (Steinbeck 301-302) He attempts to convince Adam and Cal of the validity of timshel and ultimately succeeds, as Adam gives Cal his blessing and Cal realizes he himself has the power to overcome his family’s legacy of evil.With the concept of Timshel, Steinbeck is not accurate, â€Å"translating the verb form timshol (not timshel as Steinbeck has it)† (Fontenrose). Steinbeck makes an almost unnoticeable symbol in the fact that the concept of â€Å"timshel or timshol† is not perfect, as shown with an incorrect translation. He proves this by having many things in the novel chosen and some not chosen, therefore not perfect free will. This is further proven by the fact that Charles in the beginning fills the Cain archetype but as timshel is introduced the archetype continues and Cal is given the freedom to break away from this destiny of Evil.Although Cal breaks free he is still partly held down by his archetype and therefore achieves balance between both good and evil. Steinbeck continues with this enigma using Cal again, having a C in his name and his assault on his brother Aron, shows his connection to Cain. Although he was not a good person, he wanted to become better which makes him superior to his brother Aron in the eyes of Steinbeck. As John Fontenrose put it â€Å"Good is identified both with admirable individual qualities and with conventional moral goodness† and with Cal â€Å"the author appears to accept Cal's label of bad for his adolescent desires and impulses. (Fontenrose 4) Steinbeck presents pr ogression by making the outcome of Cal and Aron less severe than that of Adam and Charles. Although characters in East of Eden, more often than not, are pushed to expel evil forces from themselves and pertain towards good traits, the line is much more blurred. This is most prominently seen in Cal, who, although fitting under the archetype of the biblical Cain, still strives towards good character, as seen in this passage, where he offers Aron a business opportunity after college. ‘I’ll get started and lay the foundation. Then when you finish we can be partners. I’ll have one kind of thing and you’ll have another’† (Steinbeck 536). Cal does also stir towards negative characteristics, particularly when he expresses the truth of their mother to Aron. Aron slowly becomes more and more pure as the book continues which eventually becomes his fault of being too good and not being able to deal with the evils of the world.Cal struggles with the human d esires towards good and bad, growing out of the Cain archetype and fleshing out into perhaps the most equal character in the book, neither choosing to neither reject the bad completely nor embrace the good completely. Cal breaks the notion of inherent good or evil archetypes and brings forth the realism concept of timshel. The narrator sums this up with many concepts while waxing on the perceptiveness of forces. â€Å"Some forces seem evil to us, perhaps not in themselves but because their tendency is to eliminate the things we hold well† (Steinbeck 131).The piece continues with the argument that â€Å"good and evil are relative terms†, more specifically in that Steinbeck appears to show Cal as bad when his action are of an adolescent nature and sees Aron as good when his actions reflect extreme self-indulgences. The characters are by no means clear cut in their morals; in fact, nearly every character is obscured as to whether they are altogether good or bad. By no mea ns was a fault of Steinbeck’s, rather it was an intentional move meant to portray the diverse and human characters which inhabit the story.Even when describing the changing scenery of the Salinas Valley, the character’s muddled human condition is reflected. When discussing the new church and sects which are appearing, the narrator says, â€Å"They were not pure, but they had a potential of purity, like a soiled white shirt. And any man could make something pretty fine of it within himself† (Steinbeck 217). Although the object of discussion is actually a church, the resemblance of character to the morally conflicted characters that inhabit the novel is difficult to ignore.Fontenrose’s reasons follow similar patterns, with statements such as â€Å"Good and evil are complementary† and â€Å"evil is the source of good and may even be necessary to good† essentially coming down to evil and good being necessary for the other to exist (Fontenrose 4) . Although Fontenrose is overall incorrect in his claim that good and bad have no relation in the novel, in this claim it is necessary to agree, if only because such broad terms are used. The claims which Fontenrose makes almost seem to undermine his own argument; as they do essentially prove that there are clear relations between good and evil within the novel.Overall, Steinbeck is quite distinct in his defining of morality, in which the polar opposites of good and evil coexist in such a manner that each individual has a right of choosing their path, defined by the ever-present phrase, timshel. This gives some characters the ability to gain the ideal balanced morality, not all evil and not all good. As we look deeper into the novel we see that through the many different concepts and understandings of good versus evil, Steinbeck lays down his system of how good and evil are actually perceived.