Othello and Crescent Essay

Introduction Present essay provides a comparative analysis of Shakespeare’s Othello and Abu-Jaber’s Crescent in terms of locating similar and opposite themes. The theme that was chosen is representation of Arabness as social, individual and cultural category. There is no denying the importance of the fact that both works depict the fate of Arab people in Western civilization, including Western attitudes to them, their own perception of Western way of life and traditions and their relations with other people. Moreover, both works serve as the instruments for revealing negative contours of Western societies, including racist prejudices, which is especially evident in Othello. Based on the latter reservations, present essay defends the thesis, which may be formulated as follows: Shakespeare’s Othello and Abu-Jaber’s Crescent have much in common due to the fact that beneath recurrent symbols and themes, such as love, betrayal etc. lies the central theme of Arabness, reflected through the prism of civilizations’ interchange, conflict and contradiction. The comparative analysis of Othello and Crescent Both Othello and Crescent have Arab people, found themselves in certain roles within Western civilization, as their main protagonists. The conflict between them and Western civilization takes place on different thematic levels, explained by the difference in plots and historical surrounding. Sirine, the main protagonist of Cresent, is a chef at Lebanese restaurant in Los Angeles with Middle-Eastern cuisine. Her surrounding consists of the Arab people, many of whom were exiled or emigrated from Iraq due to political repressions. Sirine’s Arabness is constituted by her sentimental intimacy to Iraqi uncle and a great interest in Iraqi history, culture and Muslim traditions in general. Notwithstanding the fact, that Sirine is successful in America, she is rather lonely and still feels herself an immigrant, living in alien and unfriendly culture. The latter feeling of loneliness is well described by the friend of Sirine, called Um-Nadia: â€Å"The loneliness of the Arab is a terrible thing; it is all-consuming†¦. it threatens to swallow him whole when he leaves his own country, even though he marries and travels and talks to friends twenty-four hours a day. † (Abu Jaber,78) Hence, it is important to note that Sirine’s Arabness and conflicting status within Western civilization are not constituted in direct terms and notions, bearing on direct political connotations. As Nouri Gana rightly suggests about Abu Jaber’s novel, ‘perhaps one of the most glowing virtues of the novel is that it awakens the political in the reader by craftily staging how it bears on the individual and communal on a day-to-day basis’ (Gana, 237). The same may be said about Shakespeare’s Othello, where Arabness is also not addressed directly, but essentially mediated through thematic, symbolical and cultural discourses. Unlike Crescent’s where the contradiction between cultures and civilization is depicted as the difficulty of adaptation, assimilation and longing for native country, Arabness in Othello is constituted mainly in racist terms. However, the latter racism should also be understood as the instruments by means of which Shakespeare debunks aggressive, brutal, coward character of such members of Western civilization as Iago. The Arabness of Othello is initially constituted through the mechanism of exoticization, when he is named not by name, but as ‘Moor’ and ‘extravagant stranger’, which immediately creates mental border between civilizations. (Othello 1. 1. 58 and 1. 1. 37). Here, the direct distinction in representing Arabness may be traced at the narrative level of Crescent. Unlike Othello, Hanif Al Eyad, who is an exiled Iraqi professor, does not experience direct racial prejudices, but problems of adapting to American society. What is more important, he has significant problem of integrating in Arab American community, which is already assimilated into the wider American culture. In fact, Hanif finds himself in a difficult position of finding new contours of his Arabness, as he meets with new conditions of its existence in the American society. In the same vein, Sirine reconfigures her identity, when she starts working at Arab restaurant. Her lost Arab roots come to existence, when she delves into her parents, ’old recipes and to begin cooking â€Å"the favorite—but almost forgotten—dishes of her childhood† (Abu Jaber, 22). Finally, when Hanif and Sirine meet, they are engaged in cultural interchange – Sirine educates him about American and Hanif opens the culture of Iraq and the Arab world to Sirine. In this way, the Arabness is constituted in the contradictory multicultural way, when it becomes a mixture of American way of life, its contradictions, immigrants’ culture and post-9/11 ‘anti-Muslim syndrome’, negatively experienced by Arab people, living in the US. Therefore, the Arabness in Crescent and Othello are constituted in distinctively different ways. Othello’s racial and cultural difference is the main source of legitimization for brutal behavior of Roderigo, Iago and others, who oppose the relationships between Othello and Desdemona. In fact, Desdemona is the only protagonist, which opposes particularization of cultural differences and represents universality of human relationships. She sees in Othello neither Arab, nor exotic man, but a man, whom she loves. The narration in Othello is abundant with racial prejudices, which function as the markers of Arabness. At the outset of the play, Iago wakes Brabantio up and tells him that â€Å"an old black ram / Is tupping your white ewe† (1. 1. 89-90), referring to Othello. The relations between Othello and Desdemona are also presented by Iago through racist discourse, â€Å"your daughter covered with a Barbary horse† (1. 1. 112), and reminds Brabantio of genetic consequences for his family, â€Å"you’ll have your nephews neigh to you,† (1. 1. 112-18). Other features of Othello’s Arabness are reproduced mainly through the depiction of his temperament and here we find Shakespeare’s critical edge, which uses then dominant racial prejudices of English aristocracy to depict their defected nature. Othello is depicted by Shakespeare as lacking Western (Iago-type) ‘virtues’ as cunningness, meanness, egoism, rationality, calculation, but endows him with trustful, kind, energetic temperament. The latter positive constitution of Arabness serves as the critique of Western society deficiencies and problems. Eventually, such features of Arabness result in tragic ending of Shakespeare’s play (Bartels, 458). Othello as Abu-Jader’s protagonists also seems lonely in the Western world, where all are against him. Pain of loss, exile and loneliness, however, is presented in Crescent in more sentimental quotidian way. For instance, it is evident when Sirine’s Iraqi uncle asks the Italian waiter in a restaurant: â€Å"Wouldn’t you say that immigrants are sadder than other people? † To which the latter responds, â€Å"When we leave our home we fall in love with our sadness. † (Abu-Jaber, 78). Another important theme, which runs through Abu-Jaber’s novel is difficulty of being Arab. This idea is mainly propagated by Sirine’s uncle and defended through telling mythical stories from Arab history, depicting the suffering of Arab people. The difficulty of being Arab is also presented at the level of racialized and politicized metaphors, which represent Arabness in Western world and in fact distort real culture of Arab people. In this way, Arabness is constituted as the ideological category, which has nothing to do with real life of Arab people (Gana, 241). The latter contradiction may be traced in Othello, when in fact our vision of the main protagonist is constituted by Oriental discourse. One of the major differences pertinent to the analyzed works is general narrative tone in which the latter discussed contradictions are presented. The contradictions of being Arab in the Western world in Cresent are presented through the depiction of Arab community daily life. The experience of Sirine and Hanif is characterized by sentimental feelings, loneliness, psychological trauma etc. The conflict between cultures and civilizations is presented as the quotidian difficulties of communication, adaptation and active life. The romantic ties which united Sirine and Hanif may be described as the part of sentimental representation of Arabness in Abu-Jabar’s novel. However, as it was noted above, even such approach to narration reveals much of the tensions and contradictions, experienced by immigrant Arabs. Unlike Crescent, Othello represents the evidence of contradictions between Western and Eastern civilization, which results in tragic implications for the destiny of individual people. Racial prejudices against Othello function as the legitimization of Iago’s plot against him. The differences between temperament and culture of Othello and his latent rivals, hence, should be understood as the main driving force of Shakespeare’s tragedy. Conclusion To sum it up, Arabness may be described as the central theme in both Shakespeare’s and Abu-Jaber’s works. It is represented on the level of human relations and is not directly interpreted in political manner, however, certain ideological and political interpretations may be found. Racial prejudices in Othello serve as a tool for debunking negative features of Western civilization and human/universal features, reflected in Othello’s temperament. In Crescent, the Arabness is presented through the prism of immigrants’ difficulty of adaptation, permanent feeling of pain, loneliness and lack of identity. In this way, the discussed theme has both similarities and difference in the discussed novels, explained by their distinct genres, historical and cultural surrounding. Works Cited Abu-Jaber, Diana. Crescent. New York: Norton, 2003. Bartels, E. C. ‘Making More of the Moor: Aaron, Othello, and Renaissance Refashioning of Race’. Shakespeare Quarterly vol. 41: 454, 1990. Gana, Nouri. ‘In Search of Andalusia: reconfiguring Arabness in Diana Abu-Jaber’s Crescent’. Comparative Literature Studies. Vol. 45, no. 2, 2008. The Pennsylvania State University, University Park, PA. Shakespeare, W. Othello. The Complete Works of Shakespeare, ed. David Bevington, 3d edition. Glenview, IL: Scott, Foresman, 1980.

Human Resources Management Contribution

â€Å"How can Human Resource Management contribute to the success of an engineering business? † Although there is no widely acknowledged definition for the term Human Resource Management, as far as I can understand it Human Resource Management is an approach to personnel management that sees people as the key resource of a company. In short it is a system that believes it is important to communicate well with employees and include them in what is going on with the organization, to increase the commitment and help them to identify with the organization. HRM specifically is a body of functions and policies that shape the work environment and control the relationship with employees. Some functions contain alternative methods or practices from which managers can choose. The key functions in HRM are; Planning the HR needs of the organization, particularly for the future. Integrating HRM with the organizations strategic management process and co-ordinating clusters of HR practices to achieve the desired goals. Staffing correctly; obtaining the correct people with regards to their skill set, abilities, knowledge and experience. Some practices involved within this are HR planning, Job analysis, Recruitment and selection. Developing skills, to ensure that workforce can perform satisfactorily in their jobs and can advance within the organization. To identify employee’s key skills and where they are competent the ‘Performance appraisal’ practice can be employed. Motivating employees through reward system, this can be done through performance appraisal, job evaluation. Designing and maintaining work systems that are safe and promote workplace wellness and employee health so as to fulfil health and safety legislations and retain a capable workforce. Managing relationships between employees, it covers a wide range of practices that can be used to create a better co-operation between employees and also a better feeling of involvement/participation. It also extends to co-operation with unions if they are involved. Managing change for the future by helping others be able to envision and understand the change, along with setting expectations for performance and helping develop the capability to reorganize and reallocate resources (including people). Evaluating the value of the entire HR system y designing procedures and processes that measure it. All of these functions and practices are underpinned by legislation. In a practical application typically a company would set out organizational objectives and then decide on a strategy in order to achieve those objectives. In the context of an Engineering company/business the strategic focus could, for example, be on the following: †¢ Ensure effective training and development of all st aff in order to ensure flexibility and competence within roles. Develop effective communication between employees and between departments/functions. †¢ Develop mechanisms to cope with future environmental change including social, political and technological. In this example strategic focus is on developing a flexible organization that can adapt to change in the environment and has a good communication structure in order to achieve this. Intel is a good example of a company in the Engineering business world whose business competitive advantage is its speed and flexibility in meeting the changing needs of various market niches. Given the extremely short product life cycle in this industry, there is a pressing need, according to Andy Grove, CEO of Intel, to channel resources swiftly from declining areas into emerging/growing areas. In these scenarios technological and financial resource transfer can be done quickly, but people are the hardest part of the system to redeploy. In order to develop and encourage continuing success the business must develop a HRM strategy that focuses on the correct HR areas in order to maximise competitiveness. To develop a successful HRM strategy, the business strategy must first be understood (Key driving forces of the business [technology, competition etc. ], Implications of these driving forces and the fundamental contribution of people in the business). From here a mission statement can be developed that relates to the people side of the business, establishing what they contribute. Analysing the organization (Culture, Organization, People, HR systems) and the external business and market environment will determine potential performance, skill issues etc. and highlight opportunities/threats. For each critical issue options can be generated considering the consequences of possible actions. From this a set of broad objectives can be created that can be split into specific HR areas, for example, Management, training/development, communication etc. The choice of strategy will have a big effect on the company’s success. Smaller companies will have to choose different objectives, for example, it is more expensive for a smaller company to offer effective training to their workforce, so a better option would be to select and recruit the correct staff. This is illustrated by Small to medium sized companies in China, which were found to have focused their HR efforts on selection and recruitment, performance-based remuneration and employee involvement in decision-making. This may be working well for these SME’s but for future success it would be a good idea to develop effective training/development programmes in order to further develop their employee’s skills. The problem here is that in order to compete with other companies there has to be compromise in certain areas. SME’s can’t always provide effective/quality training because of the cost, but over a longer period of time the cost-benefit ratio can be swung in a positive way as effective training can mean future development for the organization. In terms of Engineering industry this can provide greater benefit as development in certain skill areas, and skilled workers in general are essential for business growth. Problems can arise here though as if employee’s leave for other, better paid jobs once they have had training and developed skills in certain areas, the companies lose out on work time and incur costs. Another focus of HRM is to develop the central role of managers and also to prevent the view from workers as ‘us and them’ with regards to managers and help create an ‘us and us’ view. Cost can be controlled to a degree within a larger business by developing the roll of line managers as people managers, this cuts down the need for HR persons and helps to create a more ‘personal’ environment for employees. This is shown by Hewlett-Packard (HP) who relatively recently have been moving back towards developing the central role of managers. Primarily the role of the HR department now is to facilitate, measure, and improve the quality of management and teamwork, not to provide an avenue for managers to abdicate their responsibilities for people. HRM also helps to develop workers ability to manage themselves, many companies now are emphasizing flexibility and cohesion through team based activities and self managed work teams. One of the largest and most successful companies in the electronic engineering world, Apple, are a good example of focusing on self managed work teams and creating very strong employee-company bonds. By facilitating the development of self-managed work teams, HR departments can remove themselves from the intermediary role and allow employees to be self-determining. The HRM system can provide great success for an engineering business. It provides a method to narrow down the problems within an organization relating to the people within it, and create specific areas to focus on headed by generalised terms to provide an easy to follow and implement strategic plan. It has many advantages, such as the ability to create a flexible work environment, focusing on specific areas of the business to maximise competitiveness. However it also has some disadvantages, for example if quality training for workers is provided at great cost to the business, without proper precautions in place it is possible for trained employees then to leave and obtain better paid jobs with their provided training. In many of the examples illustrated here it is possible to see that there is strong links between the success of an engineering company and the use of HRM. Without effective management of people the business can fail to achieve its goals or sufficiently succeed in its market. The many different aspects of HRM allow enough flexibility and variation to allow a business to select and develop specific areas to meet its needs, for example Intel has a built a flexible structure for its employees to allow the business to move in and out of growing/declining markets. Resources An empirical study of high performance HRM practices in Chinese SMEs Connie Zheng, Mark Morrison & Grant O'Neill The International Journal of Human Resource Management, Vol 17 No 10, October 2006 Allbusiness. com – Lower cost, higher value: human resource function in transformation. By Brockbank, Wayne -THE IMPACT OF HUMAN RESOURCE AND OPERATIONAL MANAGEMENT PRACTICES ON COMPANY PRODUCTIVITY Human Resources Management (Theory and Practice 4th Edition) [Bratton and Gold] The essence of Human Resource Management [McKenna and Beech] Introduction to HRM [Maund] Managementtoday. com – Working Human Resoruces into the system

Consumer Behavior Toward Dry Shampoo

Dry shampoo Introduction: Dry shampoo is a spray that can be used to â€Å"clean† and freshen up the hair when it’s not possible to actually wash it. Dry shampoo works by stripping out all the excess oil–along with leftover sweat and general nastiness–that the hair is producing because you’re not washing it. Dry shampoo can revitalize greasy, limp hair if you don't have time to wash it As research suggests that washing hair too frequently can be really, really bad for it–especially using commercial shampoos and conditioners, often loaded with harsh, unpronounceable shit–and strips away the hair’s natural oils.Beauty experts recommend washing your hair less frequently to keep it healthy. Dry shampoo can be used in between washes if you’re trying to lengthen the life of your blow-out, for example, when you’re dashing to the office without time for a shower, or even in situations when water isn’t readily availa ble. It can extend that time between washing a few extra days, but keep you from looking like a greasy, drug-addled mess.It also helps to refresh any blow-dry for long lasting hairstyles and promise to offer â€Å"instant root lift, texture and body to hairs. It gives the hair a soft, warm and freshly-washed look. Though it is based on corn starch and oatmeal, it’s less chalky and contains volatizing agents that make it as much a styling product as a shortcut. Dry shampoo will only help to absorb excess oil and it won’t necessarily clean out the dirt and grime from a long day’s work, though it might mask it with a pretty scent.Good enough for your lunch break after a quick trip to the gym. Usage: * You can apply dry shampoo directly to your roots by spraying it over the portion of the hair working it through with a comb. * After applying dry shampoo, thoroughly run hands through hair until it has completely dissolved. After applying the product to the top of he ad, flip head upside down and massage some into scalp at the roots. If you scrunch up your roots before flipping your head upright, you’ll also get some added volume.Target market: It constitutes young females professionals or students who do not have much time to wash their hairs on daily bases and are much conscious to set their hairs in a better way. As our country is facing electric power crisis and we don’t even have proper natural gas facility especially in winters so the dry shampoo is the instant solution to the problem of time constraint of washing hairs regularly to avoid greasy, stinky and rough hairs.Demographics: name| gender| age| income| geography| profession| Social class| religion| lifestyle| namra| female| 21| 8000| Defence,Lahore pakistan| Teacher assistant and student| Upper-middle| Islam| Outgoing and social| beenish| female| 19| 5000| Cantt, Lahore pakistan| student| Upper-middle| Islam| Daring and social| asma| female| 24| 30,000| Model town, lah ore| Internee in nestle| upper| Islam| Trendy and try new things. raheema| female| 20| 3000| Cantt, lahore| student| middle| Islam| conventional| ayesha| female| 22| 5000| Askari X, Lahore| student| Upper-middle| Islam| social| ramsha| female| 20| 15000| Defence, lahore| student| Upper-middle| Islam| outgoing| shayan| female| 21| 6000| Johar town, lahore| student| Upper-middle| islam| trendy| Response and feedbacks regarding the new product (focus group): 1. What comes top of your mind while you buy a shampoo? Which attributes you prefer and the results associated with them? * it should suit our hair structure and should not over dry the scalp. It should give a moisturizing effect. * Moreover, the price should be reasonable and makes hairs more shiny and softer. 2. Does the price of the shampoo effects the quality of the product? * If the brand have a good position in the market and have a strong word of mouth developed regarding the product so they will surely pay whatever the pric e is. 3. How often you use shampoo? * Most of them wash hairs on regular basis which over dries the scalp and leads to hair breakage whereas if they do not wash regularly, it leaves the hairs greasier. 4. What comes in your mind when you hear about dry shampoo? It is unhygienic because they don’t feel satisfied of cleaning hairs without washing them with water. * It leaves whitish texture over the hairs * Don’t feel comfortable because washing hairs is a traditional way as it gives a feeling that we have took a bath to clean our hairs properly. * They are open for new products none of them said that they wouldn’t use it 5. Do you think that time is a major factor behind it as it saves times to wash hairs? * They agreed over the fact that it takes time to wash hairs. Sometimes it’s difficult to take shower and wash hairs due to emergency or time constraints. Furthermore, it should leave the same texture of hair when blow-dried or straightened to save time. 6. Sensation: * It should have good and convenient packaging that they can easily carry in their bags and size at the same time bottle should be attractive not very colorful but not too dull as well. 7. Exposure: * Word of mouth plays an important role in enhancing the exposure of dry shampoo. Individuals will share their experiences from the product and tell others regarding their experience that will induce attention of the consumer. 8. Memory: Target market will retain the concept of dry shampoo through common memories of events occurred. Every girl experiences times when she is unable to maintain herself because she has projects the next day or going through menstrual cycles or have a load of work. Lastly, we will relate their past memories and experiences in our advertisements. 9. Learning: * Instrumental learning suggests that through negatively reinforce the consumer, they will learn new concept in terms of dry shampoo. However, the product will be associated with negative f orces that will modify the behavior.For instance, if a girl does not have time to wash her hair and without rinsing them it would make them look greasy and smelly that would ultimately make other people away from her because of smell and untidy look. She won’t be appreciated or praised among her peers, friends and family members and loses her self confidence. 10. What would motivate you to buy a dry shampoo? * if the fragrance is good than that would be a big plus for the product because our hair normally don’t smell that good when we use hair sprays and since its being launched for the first time people have mixed views about it.So if the product promises to have good fragrance as well as freshness they would want to go for it. * Another thing is that pricing should be reasonably high. it shouldn’t be over the top because although the people understand that it can’t match their existing shampoo prices it should not exceed too much otherwise it might act as a demotivator and despite having the desired need people may decide that it’s not worth it but still some said that price should be high otherwise we would not totally trust the quality of the shampooMoreover, the dry shampoo contains natural ingredients that helps to clean dirt, grease and smell from hairs without damaging your hairs and maintains the natural oil leaving your hairs soft and shiny whereas the regular shampoo contains harsh chemicals that damages your hairs and eliminates natural oil. Problem/ values: The major constraint faced by the target market while conducting focus group regarding dry shampoo was that they denied over the concept of washing hairs without water as values and culture in Pakistan depicts the regular cleaning f hairs and body with water so all of them agreed on the cultural significance of taking bath regularly which condemns the purpose of dry shampoo that cleans hairs without water. However, it is a convenient solution to clean hairs wh en the time is running out especially on occasional basis. They would prefer regular shampoo over dry shampoo but keep it as alternative when they have short of time.

The Nitrogen Cycle Statistics Project Example | Topics and Well Written Essays - 6250 words

The Nitrogen Cycle - Statistics Project Example As a result, the salinity gradient was different along Kinvara Bay in time point 1 in comparison to time point 2. The periplasmic reductase gene Napa and the membrane-bound narG were presented in the sediments where Napa had a high affinity for nitrate in comparison to narG. Moreover, it was identified the presented bacteria in the bay were rather similar to those in Colne Estuary sediments, United Kingdom, back in 2007. (Smith et al., 2007). In general, the presented bacteria were from gamma proteobacteria, which is strongly associated with Napa reductase gene. Overall, another extensive study is needed to fully understand the denitrifiers Napa and narG community and structure in the environment. Further, quantitative polymerase chain reaction is necessary to quantify gene copy numbers of these two genes (napA and narG) present in the environment. Sediments from time point 1 and 2 of all the three sites were heated in the oven overnight to ignite the carbon. Subsequently, the sample s were weighed to calculate the total organic carbon. Carbon source was considered as being crucial in the denitrification process.  Water salinity was measured by a Refractometer. This is quite an easy type of measurement to account for salinity.  Measuring the sediment salinity was accomplished through different steps.   Primarily, distilled H2O was added to all sediments from the three sites from time point 1 and 2. The sediments were centrifuged and this allowed the salt in the sediments to be dissolved in the water.   The dissolved salt was then filtered and evaporated in the oven overnight, weighed, and then calculated. The sediments salinity was represented the different gradients through the three sites,   from both time points 1 and 2.

One word description speech Essay Example | Topics and Well Written Essays - 250 words

One word description speech - Essay Example Well, this is not competition but rather trying to determine where I need to improve on. It is worth noting that my confidence and enthusiasm also complements my greatest trait. I socialize a lot because I believe in the power of being together and sharing. In fact, I believe that my social nature helps me deals with anxiety, depression and anger. I have human nature and believe that honesty is one of the avenues of success. Just not to keep you waiting for long, I was trying to justify my major trait; which is ambitious. That is the kind of a person I am. Just to add on top, being an ambitious person has enabled me to be very organized, academically prepared and successful in various situations. As they say, each and every human has the weakness and the strength side of him/herself. My weakness is that I sometimes solve my problems in a simple way; that sometimes do not give me the ultimate solutions to the problem I am faced. To summarize it all, my ambition is my strength and I believe it is my driver to

Lean management Essay Example | Topics and Well Written Essays - 500 words

Lean management - Essay Example Five principles of lean management includes specify value and identifying the customers, finding the value stream, make value flow, respond to customer pull and seek perfection (Hines, 2010). Increase in consumer demand for quality and fierce competition has created a significant impact on fast food markets. Toyota Motor Company was the first business corporation to extensively develop the concept of lean management in the late 1970s. The occurrence of global recession has created a detrimental effect on organization to reduce costs. McDonald’s have set their sights on nullifying the issue by implementation of lean management. A set of key practices have been utilized by McDonalds to deliver effective service to the customers. Overproduction, inventory, motion, wasting time, defectives and transport are the seven sources of waste that are required to be eliminated. Overproduction is one of the sources that are eliminated by McDonalds by introduction of new system to prepare limited stocks of sides, salad, ingredients and patties to combine them in to finished product. The lessening of duration of the process to 3 minutes has reduced the risk of overproduction. The organization succeeded to maintain the overall production cycle time between 1 and 15 minutes, which enhances customer satisfaction and waste reduction (Muller, 2012). One of the vital elements that company should focus on is continuous improvement by sharing best practice and regular audits. This links with the principle of pursuing perfection. The set of ideas of lean philosophy are no waste and perfect quality can be achieved by application of this process. An opportunity of wastage and cost is incurred by holding stock. McDonaldscan eliminate all inventories by implementation of sophisticated stock control system. The excess handling of goods has resulted in to occurrence of

TAM model Thesis Example | Topics and Well Written Essays - 4750 words

TAM model - Thesis Example The concept aims to explain the aspects that facilitate the comprehension of the level of acceptance that can be shown by the user for any specific technology. There are basically four types of technology acceptance models that have evolved with the passage of the years: TAM: TAM is the most commonly applied model for evaluating the level of acceptance and usage by a user. Venkatesh stated that TAM was initially devised from Theory of Reasoned Action (TRA) which was proposed by Ajzen and Fishbein in 1975 [86]. TAM is mainly based on two aspects that are directed towards evaluating the intention of a user to use a certain system or technology; perceived ease of use and perceived usefulness. Advantage: Venkatesh further explained the TAM model and stated that there exists a simple relation between these two factors [86]. Perceived ease of usage will be influenced by perceived usefulness since an easier technology will prove to be more useful for the user. He defined these two main aspe cts and stated the following definitions: Perceived Ease of Use: It is the perception of a technology from the perspective of the user. For example, the perception will measure the easiness of the functions that the system or technology has to offer; this easiness will result in lesser efforts to use the technology. Perceived Usefulness: It is the degree of benefits that are perceived to be attained from the usage of any technology. For example, a user will evaluate the e-government service and make a perceptiwon about the advantages that can be attained by him. The following figure describes the TAM model: Figure: TAM Model [85] Porter and Donthu stated that TAM can be adopted when research costs are required to be minimal but effective results need to be attained [92]. It explains greater degree of variance when the user’s attitude is required to be investigated. Disadvantage: This model was devoid of reflecting the demographic differences among the users and tried to measu re the level of acceptance while assuming constant profiles related to gender, age etc. Limitations: This model failed to address some of the perceptions of barriers of usage of computer technology [92]. TAM 2: TAM 2 was proposed by Venkatesh and Davis (2000) to overcome the limitations in the previous model of TAM [85]. Chuttur stated that their efforts (to propose a new model in place of the existing one) were initiated to address the limitations that were being witnessed in TAM regarding the explanation of how a user perceives something as useful or less appealing [85]. In trying to make the model more comprehensive, some new variables were proposed to attain effective reasoning regarding the preference of any system or technology. Chuttur also stated that in order to test the effectiveness of the newly proposed model, Venkatesh and Davis conducted a survey in which the participants were asked to provide their feedback regarding the usage of four systems; two of them were volunta ry while the other two were mandatory [85]. The following model was proposed for extending TAM and conducting the survey: Figure: TAM 2 attributes [85] The survey concluded that the model provided satisfactory results for mandatory, as well as voluntary technology and systems. However, it was also revealed that subjective norm did not play a role in

Buddhism and Hinduism Essay Example | Topics and Well Written Essays - 1750 words

Buddhism and Hinduism - Essay Example Even though there are countless religions, they all and each and every one of them serve the same purpose, i.e. they answer questions which interest all human beings at certain point of their lives - Why are we here How should I live my life What happens when I die Not only that, religion also helps people transmit their values from generation to generation and can influence the way people interact with their natural environment. Religion is there for us to teach us "how to see ourselves in light of the universe and gives purpose and meaning to life." (Wenner) Today's global society gives very good chances that within the lifetime of a person, he can very well meet people from all around the world, from every corner of our planet. So, understanding and tolerance to the religious beliefs of other people is one of the most important steps that mankind should make in order to "someday prosper together in peace." (Wenner) Hinduism is considered to be the oldest and most complex religion of the world. Trying to provide an adequate background and history of the development of Hinduism is a very difficult task, due to the fact that it has neither specific founder nor theology; it originated "in the religious practices of Aryan tribes who moved to India from central Asia more than three thousand years ago." (Wenner) Aryan tribes attacked and conquered the Harappan people who occupied the territories of modern India around 1500 BC. Eventually, through adaptation and assimilation of the religious beliefs of both groups, they created and developed similar systems of religious practices that were founded on both, polytheism of the Aryans and the sacredness and worship of fertility of the Harappan people. The mostly Aryan society soon developed the caste system, which divided society according to people's occupational class. The caste system ranked people in the following way: the highest caste was that of Brahmins (priests), then went Kshatriyas (class of warriors, soldiers and kings, who often fought wars, were also referred to this caste), third caste was for Vaishyas (merchants, laborers, farmers, craftsmen), the lowest caste was Harijahns, "the untouchables" (beggars; it is thought that people belonging to this caste descended from the aboriginal Harappans who were extremely poor and experienced discrimination). (Wenner) "The higher a person's caste, the more that person is blessed with the benefits and luxuries life has to offer. Although the caste system was outlawed in 1948, it is still important to the Hindu people of India and is still recognized as the proper way to stratify society. Since the early days of Hinduism, it has branched and now encompasses a wide variety of religious beliefs and religious organizations. Not only is it the primary religion of the region around India, but portions of Hindu beliefs have found their way across oceans to other countries and have been influential in the foundations of other religions, such as Transcendental Meditation and Buddhism." (Wenner) Perhaps, two qualities that distinguish Hinduism from all other religions of the world are, first, that being a Hindu you have absolute freedom what you believe in and whether you believe in anything at all or no will not prevent you from belonging to Hinduism. Indeed, in order to survive, Hinduism has to and does

Savior Siblings Essay Example | Topics and Well Written Essays - 1750 words

Savior Siblings - Essay Example This may involve: pursuing parenthood through adoption and foregoing conceiving children who have blood ties, applying a collaborative reproductive procedure e.g. surrogacy or donation of an egg, embryo or sperm with a parent who is free of the genetic illness being the child's genetic parent, following conception women may undertake pre natal diagnosis i.e. PND though the procedure involved has an inherent risk and also raises a challenge in the decision as to whether to terminate the a pregnancy of a fetus which is affected. PND is recognized and a number of women have continually ended pregnancies in their effort to conceive a child with no genetic illness under debate. PGD/embryo screening has the merit that it informs a woman whether her baby is affected or not with the genetic problem In question or under test during her initial stages of her pregnancy; this enables the said woman to make an informed decision as to whether to terminate or continue with the pregnancy. As such, owing to the ethical, psychological and physical reasons, PGD option is more preferred to PND/fetal screening. The initial PGD application was reported in 1989 and so far it is applied as detect quite a big number of a genetic conditions e.g. determining embryo's sex ( this have medical relevance for sex-related conditions such as hemophilia and Duchene's muscular dystrophy), identification of the single gene conditions such as spinal muscular atrophy, thalassaemia and cystic fibrosis. Human Leucocytes Antigen tissue typing together with PGD may make it certain the fact that an embryo is not affected by a severe genetic condition/s and also guarantee that the said child possibly will be a tissue-matched donor for an existing affected sibling requiring stem cell transplant. The embryo is not prone to extra risk as the equivalent biopsy carried out for PGD may be applied to check for tissue typing. Donating cord blood stem cell is not invasive, thus postnatal intervention concerning the "savior sibling" is not possible, and hence, no physical harm risk is incurred. I agree with the authority's decision of rejecting the request by the Whitaker family on the basis that it was not right to create a human life with the express intent of saving another life. There are various ethical arguments in opposition to the notion of 'saviour siblings' i.e. wrongful instrumentalization of the child, welfare of the child and slippery slope. Wrongful Instrumentalization of the Child Wrongful instrumentalization of the child is founded on the grounds that any child should be sought for his/her own sake. The concept of wrongful instrumentalization holds both the notion of choosing the character of a child and conceiving him or her so as to provide the ends of another child. The 'savior siblings' idea renders its application as a tool even though for superior ends. In case of conceivement of a savior sibling, he/she should be taken care of as a human being with his/her personal rights. It can not be accepted where the single reason for conceiving a child as a "savior sibling" is to make available a supply of stem cells that will be utilized to take care of a child on hand ( Immanuel kant pp) Welfare of the Child Welfare of the child

A building that inspires me Essay Example | Topics and Well Written Essays - 1000 words

A building that inspires me - Essay Example Earlier this year, I was asked to help in the restoration works of this building by a colleague. There are several reasons why this building has inspired me. Despite being built in 1690, Buckie House is still standing today. When Buckie House was built, most buildings in Europe were built with stone and clay mortar - materials which can easily cave in to neglect and climate changes over time. A lot of tourists visit Anstruther and as these pass by Buckie House cracks on the wall and damage to the shells have been the result of 80-90 years of heavy road traffic. Aside from these â€Å"wear-and-tear† consequences, Buckie House has also survived changes brought about by modernization. Some buildings in the Anstruther area have been demolished, abandoned or used for purposes other than the initial reasons for putting them up. For example, according to an appraisal report by Arc-Architects, â€Å"a magnificent medieval church in Anstruther Western was reduced in the 19th century, changed into a church hall in 1963 and is now marked for foreclosure.† Through the years, the city council has made decisions regarding infrastructure in this part of Scotland to satisfy the need for more efficient land & property allocation. Another battle Buckie House has won is aesthetic in nature. The house features various styles. Some shells are formalised in a pattern to mimic ashlar (large rectangular stones) whilst other areas have completely artistic patterns and form abstract designs, even a huge butterfly. Although it had been the trend in the 1900’s to decorate one’s house with shells, there is only a small handful remaining today. Changing fashion has seen the shells removed from many similar houses. For Buckie House, there has been much effort to maintain it and keep it as a landmark for this city in Scotland. Previous restoration works had been done on the house prior to the job I was asked to help out with. The public has been

The Evaluating a Website for Credibility Assignment

The Evaluating a Website for Credibility - Assignment Example Similarly, students can use the web address http:/ http://www.npr.org/blogs/health/2015/03/16/393336901/vaccination-gaps-helped-fuel-disneyland-measles-spread to quickly find this website. This website’s domain npr.org is essential and one of the best way to determine its credibility of the site. In addition, it helps researchers learn the source of this web site quickly. The article from the npr gives a detailed discussion of the outbreak and spread of measles. The prime objective of this website is to enlighten the general public of the importance of vaccination, which makes it informative. Through the statement, â€Å"...there is a protective effect called herd immunity that interrupts the spread of the virus to vulnerable people† the website is optimistic that citizens will heed to the advice and embrace vaccination. Additionally, the site successfully passes the information since it is easy to navigate. Simplicity and visibility of the words used give visitors easy time while reading the information. Further, the website has an attractive picture that is accompanied by a written description of the images. The website also loads instantaneously hence saves time for the visitors. Besides, the website owner collects visitor’s geolocation data through their services for offering relevant services. The organization reserves the right to use the visitor’s comments for the purpose of improving service though it does not share personally-identifying information with the third parties. Since it does not share personal information, the website has a great sense of security and privacy. Moreover, this website is credible, and Americans and worldwide visitors should trust its information. Carder (2013) says that a credible should have an author from a recognized institution. George Freylandov has written this web page, and he is associated with the National Public Radio organization. In addition,

Radiology. Lonizing radiation Essay Example for Free

Radiology. Lonizing radiation Essay I. Introduction A.(Opening Device) I’m sure most of you in here have broken, fractured, or sprained something in your body before. And you had to take that dreadful trip to the ER after whatever crazy and or stupid thing you just did. Or it might even just been from you playing the sport you love. My favorite part of that trip is when they finally bring in the x-rays and you get to see the part of your body that should not look like it does in the picture. I’d love to share how some of the equipment they use to see these things work! B.(Thesis Statement) When I grow up, I want to be a radiologist. C.(Preview of Main Points) In order to help you understand more about what radiology is and how it’s used is so many different ways ill use 3 main points: first what radiologists actually do and devices they use; second, what the average salary of a radiologist is today; and third, diseases radiologists can help detect II. Body A. Radiologists are medical doctors that specialize in using x-rays and radioactive substances to diagnose bones and treat illnesses. 1.Some ways things wrong with your body are found.  a. According to Who is a Radiologist, posted on the website of Ranzcr.edu, accessed on September 12, 2013, many of the uses include: X-ray technology, computerized tomography (CT), magnetic resonance imaging (MRI), ultrasound, and nuclear medicine imaging. b.The difference between all these forms of radiology are some are used to detect broken bones, some used to detect muscles and stuff going on with your organs, and many other uses including seeing your baby for the first time. 2.Average salary of a radiologist. a.The average starting salary of a radiologist ranges from 50-80,000 dollars a year depending on your location confirmed by â€Å"Career of a Radiologist,† authored by Diane Turner, an MD, on salarysite.com, dated 2012. b. After 3 years of working as a radiologist, experts determined that the average salary then rises to $325 thousand a year. c.If you’re planning to get into this profession you have to majorly take location into consideration,  that’ll be the best way to make sure you’re making the most you can. New York has the highest paid radiologists in the country with the average being $454,710, and California is in second with $355,000. C. Diseases radiologists can help detect. 1. Cancer a. With there being many different forms of cancer ill just explain how a few are found. b.according to the website on cancer research Xrays- cartilage and bone cancer, ct scans- tumors, mris- brain cancer, pet scan(positron emission tomography) relatively new technology, only available in few hospitals in the uk right now, and they show how a particular part of your body is actually working not just what it looks like (basically ultrasound of body not just a picture) 2. Kidney Stones a. There are two main ways kidney stones can be detected b.They can use a ct scan that places the patient in an xray tube and creates several images of the kidneys and bladder or they can use a IVP or intravenous pyelogram which is where they inject a special dye into your veins and take images that will detect anything in the dye. III. Conclusion A.(Summary) Overall, Radiologists have to have a very wide spanned knowledge of the body and medical devices that are used. They are also one of the highest paid careers in the medical field today. B.(Closing Device) Radiologists without a doubt enjoy a high paying profession. Given the fact that they undergo thorough training in their educational level, this pay is worth it. The competition to be a radiologist in the US is majorly rising and the number of students pursuing this profession is also on the increase.

Relationship Between Ontology Epistemology And Methodology Philosophy Essay

Relationship Between Ontology Epistemology And Methodology Philosophy Essay There is no doubt that one can only grasp the sociological knowledge when examining the process of thoughts that stand behind every single research in social science. In essence, the ontological and epistemological positions represent the basis of the work of political scientists. On the surface, these positions are often not apparent but they can be demonstrated by the process of methodology. Therefore, it is, to a large degree, necessary to apprehend the connection between the foundations of research. The first part of this essay will focus on the definition of the these key concepts of research: ontology, epistemology and methodology. Furthermore, the essay will examine and evaluate the connection between the ontological and epistemological positions, such as Positivism and Interpretivism. Secondly, the essay will concentrate on the analysis of the relationship between these three stances in terms of social research. It will be argued that there is a close and logical relationship between the ontology and epistemology but also methodology, however some other perspectives will be take into account as well. Ontology and epistemology play very significant role in philosophy but also in the work of political scientists because both terms are used in relation to the discussion of theoretical issues in their thesis. It can be argued that these theoretical positions are fundamental to their process of research and scientists inclination to subject as they shape the approach to theory and the methods that are employed by social scientist (Marsh Furlong, 2010: p. 184). It is vital to recognize that both ontology and epistemology are mainly based on the researchers beliefs and personal persuasion about the conception of world and have certain methodological consequences (Hay, 2002: p. 61). The first term ontology can be used to relate to the scientific and philosophical theory of being. It primarily deals with the elementary structure of the world and what exactly does it signify to exist in that world. In other words, ontology is concerned with the question: is there a real world out there that is independent of our knowledge of it? (Marsh Furlong, 2010: p. 185).1 To point out, there are two distinct ontological positions: firstly, foundationalism postulates that the real world exists as a mosaic which is consisted of various substances existing in the world, individually of human experience, knowledge and thought; secondly, anti-foundationalism predicates that the real world does not occur independently of our knowledge, however it is socially constructed by human actors (Grix, 2004: p. 61). It must be noted that the ontological issues have substantial theoretical significance. To a certain extent, ontological matters are inextricably linked with the epistemological foundation of research. The second term epistemology represents the theory of knowledge and its epistemological assumption is focused on the study of the nature of the world and how we know what we know (Marsh Furlong, 2010: p. 185), so it is directed at knowledge-gathering process (Grix, 2004: p. 63). In case of epistemology, there are also two major epistemological positions being associated to foundationalist and anti-foundationalist ontology: firstly, positivist epistemology2 views the world as existing independently of knowledge of it (Marsh Furlong, 2010: p. 190), therefore the objectivity is achievable due to the fact that the things are perceived by individuals in the identical manner; secondly, interpretivist epistemology3 concerns with the disputability of objective or value-free observation which is largely influenced by the personal perceptions and social constructions of the world. The key aspect of this argument is that the essence of the world is illuminated by various actors whose interpreta tions are construed by the observer, therefore this double hermeneutic4 results in limited objectivity (Grix, 2004: p. 81).5 The term methodology arises from the ontological and epistemological position of the researcher, therefore it is more than evident that between ontology, epistemology and methodology is close interconnection. Methodology is mainly associated with the design of the research, and the approach to data analysis. Furthermore, this term is generally employed to refer to the whole process of data collection in the research. It is indispensable to realize that certain types of epistemologies require the specific use of survey methods (Hay, 2002: p. 63).6 ____________________________________________________ 1 In terms of political realm, the ontological question can be formulate as: what is the nature of the social and political reality to be investigated? (Hay, 2002: p. 61) 2 Positivism results from the empiricist tradition of natural science and emphasizes that there is analogy between social science and natural science; hence according to positivists view, the relationship between social phenomena may be formed, using theory to generate hypotheses which can be tested by direct observation (Marsh Furlong, 2010: p. 194). From this follows, that the real world exists and represents an objective entity, therefore it is possible to perceive the reality around us, independently of our knowledge of it. In positivism, quantitative research tools 7 are involved in order to be able to generalize and replicate collected data. It is important to underline that the main aim of positivists is to explain a particular behavior rather than the meaning of this behavior (Marsh Furlong, 2010: p. 194). 3 On the other hand, Interpretivism (or Relativism) is characterized by its denial of objective real world. According to interpretivists, the real world does not exist as it is constructed through the interactions of individuals (Grix, 2004: p. 83). Additionally, it is impossible to use a pure observation in order to perceive social phenomena, mainly because they are dependent on the personal interpretation. So it might be said that every observation affects what is observed thus objectivity cannot be maintained considering that researcher are not detached from the subjectà ¢Ã¢â€š ¬Ã‚ ¦ (Grix, 2004: p. 83). In interpretism, qualitative research methods8 are applied to create a more precise understanding of social behavior and clearly ignore aspects, such as the meaning and explanation of that behavior. 4 The term double hermeneutic relates to the act of interpreting an actors perception and interpretation (Interpretation 1) of his or her situation in a particular context (Interpretation 2): effectively an interpretation of an interpretation (Grix, 2002: p. 81); therefore this double interpretation is less unbiased and objective than the initial interpretation. The Analysis of Relationship between Ontology, Epistemology and Methodology It is essential to highlight that the relationship between the key terms ontology, epistemology and methodology is directional in the way that ontology logically precedes epistemology which logically precedes methodology (Hay, 2002: p. 63). Furthermore, these concepts should be set apart considering that they are inextricably linked (Grix, 2004: p. 60). According to Marsh and Furlong, ontology and epistemology represent a skin not a sweater therefore it is clearly impossible to put on and take off these research foundations whenever the research chooses (Marsh Furlong, 2010: p. 184). This reflects the methodological consequences of different positions and indicates that researchers demand various positions in order account for their selected method. Nevertheless, the ontological positions are very significant in terms of interrelationship between epistemology and methodology, thus it could be said that certain ontological positions result in epistemological positions. It is worth noting that the foundationalists beliefs (ontology) represent a premise for positivist or a realist traditions (epistemology) of research whereas the anti-foundationalists views result in an interpretivist position. This implies that there is strong link between all components of research, therefore it is vital to approach these major blocks of research col lectively. According to Mason, the role of epistemology lies in the fact that it leads to creation of knowledge and explanations about the ontological components of social world (Grix, 2004: p. 64). Moreover, it is substantial to realize that there might be more than one particular epistemology, thus at the same time they will not be analogous or coincident with their own ontological position. However, it is clear that various epistemological positions require to employ a divers methodology, therefore it can be argued that there is dependency between epistemology and methodology.7 To a certain extent, this means that different ontological and epistemological positions can result in completely diverse views of the same type of social phenomena. Another relevant point is that Spencer raises a very apt question: how can we have a theory about what knowledge is, without some presupposition about the nature of the knowledge? (Marsh Furlong, 2010: p. 188) Therefore, in Spencers opinion, ontology is prior to epistemology so that knowledge can be logically generated from their close relationship. While these two concepts are narrowly related, they have to be kept separate in order to start the research from a persons view of the world (Grix, 2004: p. 66).8 Conclusion In conclusion, it is extremely crucial to recognize that these three theoretical positions play a pivotal role in a set of conceptions concerning the research theory. Due to the high level of generality, ontology is a type of concept that is rarely utilized. However, epistemology and methodology are used more frequently. Most importantly, otology, epistemology and methodology are interlinking and dependent on each other and together denotes the most important contrasts between various ways of knowing. Finally, Marsh and Furlong maintain a position that there is an evident interdependence between epistemology and methodology, also Hay sees a directional dependence in relation to ontology, epistemology and methodology. However Smith advocates that it is not possible to create a hierarchy between these terms because all of them are narrowly interrelated together. ____________________________________________________ 5 In a sense, epistemology can be employed in the connection with positivist epistemology which means that the knowledge claims basically are grounded on the universal principles of the natural science. The most crucial point is, therefore, that the ontological assumptions made about the nature of the reality and world, in some way, have far-reaching consequences for the chosen epistemological position. 6 In case of a positivist epistemology, the research methods are in form of surveys and questionnaires in order to be analyzed quantitatively. Whereas, a interpretists epistemology uses methods, such as participant observations and unsystematic interviews to gain quantitative analysis and data. 7 In Brymans view, there is nothing inherent in the properties of the different methodologies which prevents their use by researchers who are operating from different epistemological positions (Read Marsh, 2002: p. 232-3). 8 On the other hand, it is crucial to highlight that some scholars, such as Smith, consider ontology and epistemology as two interconnected realms. According Smiths view, neither ontology nor epistemology [is] prior to the other, but instead [he] sees the two of them as mutually and inextricably interrelated (March Furlong, 2010: p. 188). From this statement follows that it is not possible to undermine the importance of ontology at the expense of epistemology or the other way around, therefore ontology cannot be considered as prior to epistemology. Appendix Appendix 1: The Definition of Qualitative and Quantitative Data in Social Research 7 When qualitative data is adopted in social science as a way for conducting an experiment or analysis, its aim is principally to create a complete and detailed description for a particular fact. Qualitative data is presented in form of words and images. In this case, the knowledge claim can be supported by individuals who develop subjective and direct concern with the meaning of involved experience in order to understand the complexity of views. Therefore, it is important for researcher to become subjectively engaged in the subject matter (Grix, 2004: p. 117-8). 8 The quantitative data has a very straightforward purpose, to classify features, count them, construct statistical model in an attempt to explain what is observed. For that reason, quantitative data involves numbers and statistics. This type of data reflects a need to explore causes that affect certain results, thus the assumption is also based on thorough observation and measurement of objective reality in the world. The researcher, in this instance, tends to be objective in terms of the concerns (Grix, 2004: p. 122). However, as it follows from the description of qualitative and quantitative data, the major difference between these two types of data lies in their distinct functions. It is quite essential to realize the fact that qualitative data is related to research that inclines to use an inductive approach to develop theory; therefore the researchers gather the data from the study of a particular sample of people and maintain an understanding of social behavior as it arises from this data. On the contrary, quantitative data is involved in research that is directed to deductive approach, using predominantly hypothesis and examining it in order to prove true for the general sample (McBride Schostak, 2011).

Value of Green Supply Chain Management (GSCM)

Value of Green Supply Chain Management (GSCM) Organizations worldwide are continuously trying to develop new and innovative ways to enhance their competitiveness. Bacallan (2000) suggests that some of these organizations are enhancing their competitiveness through improvements in their environmental performance to comply with mounting environmental regulations, to address the environmental concerns of their customers, and to mitigate the environmental impact of their production and service activities. Green supply chain management as a form of environmental improvement is an operational initiative that many organizations are adopting to address such environmental issues. Currently, the green concept is a critical issue for companies, but when the majority of businesses are cost focused, the idea of implementing and moving toward green practices is often seen as a costly strategy. Bowen et al. (2001) state that organizations will adopt green supply chain management practices if they identify that this will result in specific financial and operational benefits. According to Routroy (2009), Greening the manufacturing supply chain may result in one or more benefits, in terms of cost reduction, operational efficiency improvement, flexibility improvement, sales enhancement, customer value enhancement, and societal image improvement. Green supply chain management is also to enhance firms environmental performance through inter-organizational collaboration with business partners and increase efficiency by cost saving programs and proactive risk management practices (Hervani et al., 2005; Rao and Holt, 2005; Zhu and Sarkis, 2007). We will review the literature about Green Supply Chain Management (GSCM) concept and then we will see how it is translated within the supply chains. Then, the common purpose of this research will be to identify the link between GSCM and overall firm performance. We decided, based on the literature and on a specific framework (Rao Holt, 2005) applied in Asia, to tackle the concept of green supply chain management in Western Europe by including environmental initiatives in: (1) Inbound logistics; (2) Production or the internal supply chain; (3) Outbound logistics, including reverse logistics. Nowadays, how organisations are implementing GSCM and what are the impacts on their business? At the end of this research we will identify the best practices, and the way they are they measured. Moreover, we will see in what extent an effective Green Supply Chain Management could be a driver for innovation and business performance in manufacturing firms? Finally, we will see if Green Supply Chain Management lead to profitability and competitiveness. Our study will consider manufacturing companies in Western Europe. II Literature review Definition Green supply chain management Several studies have considered the concept of ecological sustainability as a framework for studying management practices in both operational and strategic contexts (Sarkis and Rasheed, 1995; Klassen and McLaughlin, 1996; King and Lenox, 2001). As part of this effort, other studies have examined the greening of supply chains within various contexts including in product design (Allenby, 1993; Gupta, 1995), process design (Porter and Van der Linde, 1995a; Klassen and McLaughlin, 1996), manufacturing practices (Winsemius and Guntram, 1992), purchasing (Handfield et al., 2002) and a broad mixture of these elements (Bowen et al., 2001a). It is not surprising that GSCM finds its definition in supply chain management. Adding the green component to supply chain management involves addressing the influence and relationships of supply chain management to the natural environment. Motivated by an environmentally-conscious mindset, it can also stem from a competitiveness motive within organizations. In this paper GSCM is defined as: Green Supply Chain Management GSCM = Green Purchasing + Green Manufacturing/Materials Management + Green Distribution=Marketing + Reverse Logistics Figure 1 shows this GSCM equation graphically, where reverse logistics closes the loop of a typical forward supply chain and includes reuse, remanufacturing, and/or recycling of materials into new materials or other products with value in the marketplace. The idea is to eliminate or minimize waste (energy, emissions, chemical/hazardous, solid wastes). This figure is representative of a single organizations internal supply chain, its major operational elements and the linkage to external organizations. A number of environmentally conscious practices are evident throughout the supply chain ranging from green design (marketing and engineering), green procurement practices (e.g. certifying suppliers, purchasing environmentally sound materials/products), total quality environmental management (internal performance measurement, pollution prevention), environmentally friendly packaging and transportation, to the various product end-of-life practices defined by the Res of reduction, reuse, remanufacturing, recycling. Expanding this figure, a number of organizational relationships could be found at various stages of thismodel, including customers and their chains, as well as suppliers and their chains, forming webs of relationships. Figure 1. GSCM graph The development of industrial ecosystems would be greatly supported by GSCM practices. Korhonen and Niutanen (2003) in their study of material and energy flows in the local forest industry in Finland suggested these flows were comparable to other economic and industrial systems. In the last two decades, the product-based systems perspective and the geographically defined local-regional industrial ecosystem have Porter (1991) argues the pressure to innovate from an environmental perspective comes from regulatory pressure, as firms respond in creative and dynamic ways to environmental regulation by introducing innovations improving environmental outcomes. Other studies concluded environmental innovation is the result of market pressures causing firms to become more efficient. Porter and Van der Linde (1995a, b) concluded firms respond to competitive conditions and regulatory pressure by developing strategies to maximize resource productivity, enabling them to simultaneously improve their industrial and environmental performance. Furthering this issue, Greffen and Rothenberg (2000) suggest suppliers can be an important source of enhanced competency for radical environmental innovation, which, in relation to an integrated technological system, demands capabilities beyond those likely to exist within a single company. The added competency brought by the supply chain partners is important. Other external pressures do exist and include environmental compliance, liability, issues of business continuity, the call for benchmarking to national, international, or industry standards, customer attitudes toward product take-back, and even pressures from inter-organizational information technology/data management systems. The innovation of GSCM/Performance Measurement is necessary for a number of reasons in response to external pressures. For example, business performance measurement, for purposes of external reporting, is fundamentally driven by the creation, maximization and defence of economic rents or surplus. These surpluses or rents in business come from distinctive capabilities such as brands and reputation, strategic assets, innovations, and the distinctive structure of relationships firms enjoy both internally with their employees and/or externally with their customers and suppliers. External reporting is also necessary to maintain organizational legitimacy with respect to environmental issues (Harvey and Schaefer, 2001). Sustainability. One of the major definitions of sustainability and certainly most well known is that of the Brundtland Commission (World Commission on Environment and Development, 1987, p.8): development that meets the needs of the present without compromising the ability of future generations to meet their needs. This short definition includes the interest of understanding the environmental impact of economic activity in both developing and industrialized economies (Erlich and Erlich, 1991); ensuring worldwide food safety (Lal et al., 2002); ensuring that vital human needs are met (Savitz and Weber, 2006); and assuring the protection of non-renewable resources (Whiteman and Cooper, 2000). Unfortunately, the societal aspect of sustainability is complicated for firms to apply and provides little explanation regarding how organizations might recognize future versus present needs, determine the technologies and resources necessary to meet those needs, and understand how to balance organizational responsibilities to numerous stakeholders such as shareholders, employees, society and the natural environment (Hart, 1995; Starik and Rands, 1995). Sustainability has been also investigated in the fields of management, operations, and engineering. Within the management literature, most of the current conceptualizations of organizational sustainability have focused on ecological sustainability (the natural environment), with little recognition of social and economic responsibilities (Jennings and Zandbergen, 1995; Shrivastava, 1995a; Starik and Rands, 1995). Sustainable refers to the triple bottom line, for economic, social and environmental. An approach to competitive advantage. A particular organization has competitive advantage when it achieves a higher return on investment than its competitors, or it is able to do so (Grant, 1996). Therefore, in order to have competitive advantage organizations must have the ability to obtain higher profit margins than other companies in the industry. Organizations with competitive advantage, however, might show not the highest profit rate. For example, competitive organizations might prefer, for one or another reason, to sell their products and services at a lower price than the maximum price it could mark. Two major types of competitive advantage can be enjoyed by organizations (Porter, 1985): cost advantage, which is the result of supplying similar products and/or services to low prices; and differentiation advantage, which comes from offering differentiated products and/or services to customers, who, in turn, are ready to pay an additional price which overcomes the additional differentiation costs. While the cost advantage position implies to have the lowest costs in the industry, differentiation advantage refers to offering something unique which is valued by customers. Competitive advantage can derive from one or more factors or sources. Firstly, literature on strategic management suggests the following major sources of cost advantage (e.g., Porter, 1985; Grant, 1996): scale economies, learning economies, production capacity management, product design, cost of inputs, process technology, and management efficiency. Secondly, sources of differentiation advantage include tangible and intangible aspects which are significantly valued by potential customers as to be ready to pay an additional price for them (e.g., Porter, 1985; Grant, 1996); tangible aspects refer to observable characteristics of the products and services, their performance, and complementary products and services; intangible aspects, in turn, include social, emotional, psychological and aesthetic considerations which are present in any choice of products and services. Recently, a major theoretical framework has been developed in strategic management literature which seems to be particularly appropriate for identifying the characteristics that a particular resource or capability must show in order to be a major source of competitive advantage. This theoretical framework is the resource based view of the firm theory. Performance Corporate performance measurement and its field application continues to grow. The diversity and level of performance measures are linked to the goal of the company or the individual strategic business units features. For instance, when measuring performance, organizations have to think about existing financial measures such as return on investment, profitability, market share and revenue growth at a competitive and strategic level. Other measures are more operationally focused, but may inevitably be linked to strategic level measures and issues. This is the case of customer service and inventory performance (supply, turnover). GSCM implementation Where to begin? Viable environmental sustainability programs require meaningful action across a broad range of processes. Some of the most impactful areas include: Production planning: The most valuable members of a supply chain are able to provide accurate forecasts and deliver reliably so as to help reduce over purchasing, over-production and waste Manufacturing: The adoption of techniques such as lean process improvement should result in less over processing as well as reduced energy intensive storage and waste Distribution: Network redesign. Smart routing, backhauling, fill optimization and mode switching à ¢Ã¢â€š ¬Ã¢â‚¬  all are likely to result in fewer freight miles Green design: The electronics and related high-tech industries practice collaboration as a means of optimizing the green aspects of their components and end-products; proactive and/or influential members of a supply chain can promote/pursue similar collaboration/ innovation Packaging: The greenest firms seek to minimize the environmental impact of packaging, not only by using less, but also by evaluating the energy, waste, recovery and other life cycle impacts of their packaging choices Recycled content: Companies score green points by maximizing their use. of these materials as well as by using materials in products that are in turn easily recyclable Warehousing: Challenge existing assumptions in light of higher energy costs and the need to reduce carbon footprints Green energy: More green points are available by using green or renewable energy sources à ¢Ã¢â€š ¬Ã¢â‚¬  although this can be difficult in regulated energy markets (and a factor in future location decisions) IT: Videoconferencing and remote servicing can reduce business travel; Energy Star rated PCs along with optimized power consumption settings can significantly pare energy costs Server farms: Energy efficient servers arrayed according to state-of-the-art cooling practices can generate enormous energy savings Ridesharing/telecommuting: A growing number of companies are working with municipalities to better optimize public transportation to their facilities. More companies are also enabling more workdays at home as well as providing incentives for carpooling Estates: Investments in building air tightness, insulation and energy efficient heating, cooling, lighting, plant and equipment can significantly reduce carbon footprints Green procurement: It is possible to reduce your carbon footprint by paying more attention to your own procurement. Supplier carbon footprint, ISO certifications, procurement distance have to be part of the selection criterias. Conceptual framework Greening the inbound function It is argued that greening the supply chain has numerous benefits to an organization, ranging from cost reduction, to integrating suppliers in a participative decision-making process that promotes environmental innovation (Bowen et al., 2001; Hall, 1993; Rao, 2002). Critical parts of the inbound function are the purchasing and supply field. Green purchasing strategies are adopted by organizations in response to the increasing global concerns of environmental sustainability. The Green purchasing should be able address reduction of waste produced, material substitution through environmental sourcing of raw materials, and waste minimization of hazardous materials. (Rao Holt, 2005) The involvement and support of suppliers is crucial to achieving such goals. (Vachon and Klassen, 2006). Furthermore, organizations are managing more and more their suppliers environmental performance to ensure that the materials and equipments supplied by them are environmentally-friendly in nature and are produced using environmentally-friendly processes. Min and Galle (1997) explore green purchasing to determine the key factors affecting a buying firms choice of suppliers, the key barriers and the obstacles to green purchasing initiatives. They also investigated the impact of green purchasing on a corporations environmental goals. Below listed subjects to get information on the green inbound phase of a supply chain: (1) Guiding suppliers to set up their own environmental programs; (2) bringing together suppliers in the same industry to share their know-how and problems; (3) informing suppliers about the benefits of cleaner production and technologies; (4) urging/pressuring suppliers to take environmental actions; and (5) choice of suppliers by environmental criteria. Greening the production phase or the internal supply chain In this phase, there are a number of concepts that can be explored, such as cleaner production, design for environment, remanufacturing and lean production. Hong, He-Boong, Jungbae Roh, (2009) highlight through their research that strategic green management needs the combination of integrated product development (IPD) and supply chain coordination (SCC) for desired business outcomes. Thanks to a survey on 580 manufacturing plants in the US, adopting cleaner production techniques, Florida and Davison (2001) showed that green corporations are innovative in their environmental practices, and these strategies emerge from a real commitment towards reducing waste and pollution. Lean production/manufacturing is also an important consideration in reducing the environmental impact of the production phase. In their research King and Lenox (2001), concludes that lean production is complementary to improvements in environmental performance and it often lowers the marginal cost of pollution reduction thus enhancing competitiveness. In addition, Rothenberg et al. (2001) identify that lean plants aim to minimize waste and buffers, leading not only to reduce buffers in environmental technology and management, but also in an overall approach to manufacturing that minimizes waste products. (1) Environment-friendly raw materials; (2) substitution of environmentally questionable materials; (3) taking environmental criteria into consideration; (4) environmental design considerations; (5) optimization of process to reduce solid waste and emissions; (6) use of cleaner technology processes to make savings in energy, water, and waste; (7) internal recycling of materials within the production phase; and (8) incorporating environmental total quality management principles such as worker empowerment. Greening the outbound function On the outbound side of the green supply chain, green logistics comprises all links from the manufacturer to the end users and includes products, processes, packaging, transport, and disposal (Skjoett-Larsen, 2000). Rao, (2003) and Sarkis, (1999) argue on the fact that green marketing, environment-friendly packaging, and environment-friendly distribution, are all initiatives that might improve the environmental performance of an organization and its supply chain. Reverse logistics and waste exchange and ore generally management of wastes in the outbound function can lead to cost savings and enhanced competitiveness (Rao, 2003). In order to address these environmental impacts of packaging, many countries now have programs and legislation that aims to minimize the amount of packaging that enters the waste stream, such as the Packaging Directive in the EU. The distribution, for the whole supply chain is a huge stake for green management. In fact the distribution results of a trade-off between efficiency and effectiveness firm strategy. For this reason is difficult to handle As part of outbound logistics, green marketing has an important part to play in the link between environmental innovation and competitive advantage (Menon and Menon, 1997). Encouraging suppliers to take back packaging is a form of reverse logistics that can be an important consideration in greening the outbound function, with a study by Dorn (1996) identifying an increase in market share amongst companies that implemented an environmentally-friendly packaging scheme. The product design step is more and more integrated within green supply chain issues because 80% of the environmental burden and cost of a product is fixed during this phase (Carbone, Moatti, 2008). Strategic variables to take in account for an empirical study; (1) Environment-friendly waste management; (2) environmental improvement of packaging; (3) taking back packaging; (4) eco-labeling; (5) recovery of companys end-of-life products; (6) providing consumers with information on environmental friendly products and/or production methods; and (7) use of environmentally-friendly transportation. Competitiveness Economic performance Bacallan (2000) suggests that organizations are enhancing their competitiveness through improvements in their environmental performance to comply with mounting environmental regulations, to address the environmental concerns of their customers (à ¢Ã¢â€š ¬Ã‚ ¦). However, an interesting point to notice is that, as long as the market does not seek environmental value-drivers in the products and services it purchases, environmental issues are not necessarily considered by organizations and consumers. (Rao Holt, 2005) Fortunately, over the last few years there has been a growth in environmental awareness of consumers in general. Clearly a growing number of corporations are developing company-wide environmental programs and green products sourced from markets around the world. Therefore, environmental issues are becoming a source of competitiveness. All these efforts aim to improve environmental performance, enhance corporate image, reduce costs, reduce risks of non-compliance and improve marketing advantage. Nevertheless, some organizations are still looking upon green initiatives as involving trade-offs between environmental performance and economic performance. The financial performance of firms is affected by environmental performance in a variety of ways. When waste, both hazardous and non-hazardous, is minimized as part of environmental management, it results in better utilization of natural resources, improved efficiency, higher productivity and reduces operating costs (Rao Holt, 2005). Nowadays and in the future, a good green player could expect to increase its brand image and its market share and then improve its profitability against company without enough green concern while saving costs by innovative processes. To investigate the link between green supply chain management and economic performance we could refers to those key aspects: (1) New market opportunities; (2) product price increase; (3) profit margin;(4) sales; and (5) market share. And competitiveness: (1) Improved efficiency; (2) quality improvement; (3) productivity improvement; and (4) cost savings. Methodology To validate our research, an empirical, survey-based research approach will be taken. Based on the empirical studies through the literature, and a meaningful framework used in the relevant research of Rao Holt in 2005 applied on Asian companies. We choose to follow a common technique to validate the framework presented in the preceding section, a linear SEM (Stochastic Expectation Maximization) approach is used (JÃÆ' ¶reskog and SÃÆ' ¶rbom, 1993) to validate the causal relationships between the different latent constructs of: greening the inbound function; greening production; greening the outbound function; competitiveness and; economic performance. The questionnaire will be distributed to the supply chain managers and/or environmental management representative (EMR) or the chief executive of manufacturing organizations in Western Europe. In order to have both MNCs and SMEs ( Responses will be collected on a four-point and five-point Likert scale, and open-ended questions. The four-point scale served to force the respondents to check either on the negative side or on the positive side. The choice not to focus only on the leading edge ISO14001 accredited organizations (running environmental management) allow us to broader our research and then make a comparison between those without formal environmental management accreditation, and best players accredited. In terms of financial performance, this strategy will be interesting for identifying benefits and again do comparisons. Expected results. As this type of research was already done in South-Est Asia, our results will allow us to compare our findings and trend with those in South-Est Asia. We expect a response of 10%, therefore we will send to a consequent sample to get sufficient and tangible return. We will probably be able to confirm that greening the supply chain also has potential to lead to competitiveness and economic performance. As the current environmental concern in Europe is high, including governmental and customers pressures these research findings would probably show that firms that are greening their supply chains not only achieve substantial cost savings, but also enhance either sales, market share or exploit new market opportunities. The cost aspect will be important to assess as it is directly connected to the overall performance. The main limitation of this research will be probably the small sample of organizations, but the lack of empirical research in Europe will be also one of the main strengths of this paper. Therefore, the findings cannot be generalized to all organizations in this region or around the world. Finally, future research should empirically test the relationships suggested in this paper in different countries, to enable comparative studies. For further research, a larger sample will allow detailed cross-sectoral comparisons and establish international patterns regarding benefits from GSCM. Performance Measurement for Green Supply chain management: Context In supply chains with multiple actors, (vendors manufacturers, distributors and retailers) whether regionally or globally dispersed, it is difficult to attribute performance results to one particular entity within the chain, by the way performance measurement is really challenging. There are difficulties in measuring performance within organizations and even more difficulties arise in inter-organizational environmental performance measurement. The reasons for lack of systems to measure performance across organizations are multidimensional, including non-standardized data, poor technological integration, geographical and cultural differences, differences in organizational policy, lack of agreed upon metrics, or poor understanding of the need for inter-organizational performance measurement. (Hervani, A. Helms, M. Sarkis, J., 2005) Performance measurement in supply chains is difficult for additional reasons, especially when looking at numerous tiers within a supply chain, and green supply chain management performance measurement, or GSCM/PM, is virtually non-existent. With these barriers and difficulties in mind, GSCM/PM is needed for a number of reasons (including regulatory, marketing and competitiveness reasons). Overcoming these barriers is not a trivial issue, but the long-term sustainability (environmental and otherwise) and competitiveness of organizations may rely on successful adoption of GSCM/PM. The basic purposes of GSCM/PM are: external reporting (economic rent), internal control (managing the business better) and internal analysis (understanding the business better and continuous improvement). These are the fundamental issues that drive the development of frameworks for business performance measurement. It is important to consider both purpose, as well as the interrelationships of these various measurements. Supply chain management Supply chain management is the coordination and management of a complex network of activities involved in delivering a finished product to the end-user or customer. It is a vital business function and the process includes sourcing raw materials and parts, manufacturing and assembling products, storage, order entry and tracking, distribution through the various channels and finally delivery to the customer. A companys supply chain structure consists of external suppliers, internal functions of the company, and external distributors, as well as customers (commercial or end-user). Firms may be members of multiple supply chains simultaneously. The management and coordination is further complicated by global players spread across geographic boundaries and multiple time zones. The successful management of a supply chain is also influenced by customer expectations, globalization, information technology, government regulation, competition and the environment. Performance management and measurement Corporate performance measurement and its application continue to grow and encompass both quantitative and qualitative measurements and approaches. The variety and level of performance measures depends greatly on the goal of the organization or the individual strategic business units characteristics. For example, when measuring performance, companies must consider existing financial measures such as return on investment, profitability, market share and revenue growth at a more competitive and strategic level. Other measures such as customer service and inventory performance (supply, turnover) are more operationally focused, but may necessarily be linked to strategic level measures and issues. Overall, these difficulties in developing standards for performance measurement are traced to the various measurement taxonomies. Example taxonomic considerations include: management level to measure à ¢Ã¢â€š ¬Ã¢â‚¬Å" strategic, tactical, or operational; tangible versus intangible measures; variations in collection and reporting; an organizations location along the supply chain or functional differentiation within organizations (e.g. accounting, versus marketing or operations). Similar to the performance measurement used, the performance measurement system may be unique to each individual organization, or unit within an organization, reflecting its fundamental purpose and its environment. Several studies have investigated the universal principles of performance measurement (Adams et al., 1995; Gunasekaran et al., 2001; Sink and Tuttle, 1990). These studies arrived at a number of conclus Value of Green Supply Chain Management (GSCM) Value of Green Supply Chain Management (GSCM) Organizations worldwide are continuously trying to develop new and innovative ways to enhance their competitiveness. Bacallan (2000) suggests that some of these organizations are enhancing their competitiveness through improvements in their environmental performance to comply with mounting environmental regulations, to address the environmental concerns of their customers, and to mitigate the environmental impact of their production and service activities. Green supply chain management as a form of environmental improvement is an operational initiative that many organizations are adopting to address such environmental issues. Currently, the green concept is a critical issue for companies, but when the majority of businesses are cost focused, the idea of implementing and moving toward green practices is often seen as a costly strategy. Bowen et al. (2001) state that organizations will adopt green supply chain management practices if they identify that this will result in specific financial and operational benefits. According to Routroy (2009), Greening the manufacturing supply chain may result in one or more benefits, in terms of cost reduction, operational efficiency improvement, flexibility improvement, sales enhancement, customer value enhancement, and societal image improvement. Green supply chain management is also to enhance firms environmental performance through inter-organizational collaboration with business partners and increase efficiency by cost saving programs and proactive risk management practices (Hervani et al., 2005; Rao and Holt, 2005; Zhu and Sarkis, 2007). We will review the literature about Green Supply Chain Management (GSCM) concept and then we will see how it is translated within the supply chains. Then, the common purpose of this research will be to identify the link between GSCM and overall firm performance. We decided, based on the literature and on a specific framework (Rao Holt, 2005) applied in Asia, to tackle the concept of green supply chain management in Western Europe by including environmental initiatives in: (1) Inbound logistics; (2) Production or the internal supply chain; (3) Outbound logistics, including reverse logistics. Nowadays, how organisations are implementing GSCM and what are the impacts on their business? At the end of this research we will identify the best practices, and the way they are they measured. Moreover, we will see in what extent an effective Green Supply Chain Management could be a driver for innovation and business performance in manufacturing firms? Finally, we will see if Green Supply Chain Management lead to profitability and competitiveness. Our study will consider manufacturing companies in Western Europe. II Literature review Definition Green supply chain management Several studies have considered the concept of ecological sustainability as a framework for studying management practices in both operational and strategic contexts (Sarkis and Rasheed, 1995; Klassen and McLaughlin, 1996; King and Lenox, 2001). As part of this effort, other studies have examined the greening of supply chains within various contexts including in product design (Allenby, 1993; Gupta, 1995), process design (Porter and Van der Linde, 1995a; Klassen and McLaughlin, 1996), manufacturing practices (Winsemius and Guntram, 1992), purchasing (Handfield et al., 2002) and a broad mixture of these elements (Bowen et al., 2001a). It is not surprising that GSCM finds its definition in supply chain management. Adding the green component to supply chain management involves addressing the influence and relationships of supply chain management to the natural environment. Motivated by an environmentally-conscious mindset, it can also stem from a competitiveness motive within organizations. In this paper GSCM is defined as: Green Supply Chain Management GSCM = Green Purchasing + Green Manufacturing/Materials Management + Green Distribution=Marketing + Reverse Logistics Figure 1 shows this GSCM equation graphically, where reverse logistics closes the loop of a typical forward supply chain and includes reuse, remanufacturing, and/or recycling of materials into new materials or other products with value in the marketplace. The idea is to eliminate or minimize waste (energy, emissions, chemical/hazardous, solid wastes). This figure is representative of a single organizations internal supply chain, its major operational elements and the linkage to external organizations. A number of environmentally conscious practices are evident throughout the supply chain ranging from green design (marketing and engineering), green procurement practices (e.g. certifying suppliers, purchasing environmentally sound materials/products), total quality environmental management (internal performance measurement, pollution prevention), environmentally friendly packaging and transportation, to the various product end-of-life practices defined by the Res of reduction, reuse, remanufacturing, recycling. Expanding this figure, a number of organizational relationships could be found at various stages of thismodel, including customers and their chains, as well as suppliers and their chains, forming webs of relationships. Figure 1. GSCM graph The development of industrial ecosystems would be greatly supported by GSCM practices. Korhonen and Niutanen (2003) in their study of material and energy flows in the local forest industry in Finland suggested these flows were comparable to other economic and industrial systems. In the last two decades, the product-based systems perspective and the geographically defined local-regional industrial ecosystem have Porter (1991) argues the pressure to innovate from an environmental perspective comes from regulatory pressure, as firms respond in creative and dynamic ways to environmental regulation by introducing innovations improving environmental outcomes. Other studies concluded environmental innovation is the result of market pressures causing firms to become more efficient. Porter and Van der Linde (1995a, b) concluded firms respond to competitive conditions and regulatory pressure by developing strategies to maximize resource productivity, enabling them to simultaneously improve their industrial and environmental performance. Furthering this issue, Greffen and Rothenberg (2000) suggest suppliers can be an important source of enhanced competency for radical environmental innovation, which, in relation to an integrated technological system, demands capabilities beyond those likely to exist within a single company. The added competency brought by the supply chain partners is important. Other external pressures do exist and include environmental compliance, liability, issues of business continuity, the call for benchmarking to national, international, or industry standards, customer attitudes toward product take-back, and even pressures from inter-organizational information technology/data management systems. The innovation of GSCM/Performance Measurement is necessary for a number of reasons in response to external pressures. For example, business performance measurement, for purposes of external reporting, is fundamentally driven by the creation, maximization and defence of economic rents or surplus. These surpluses or rents in business come from distinctive capabilities such as brands and reputation, strategic assets, innovations, and the distinctive structure of relationships firms enjoy both internally with their employees and/or externally with their customers and suppliers. External reporting is also necessary to maintain organizational legitimacy with respect to environmental issues (Harvey and Schaefer, 2001). Sustainability. One of the major definitions of sustainability and certainly most well known is that of the Brundtland Commission (World Commission on Environment and Development, 1987, p.8): development that meets the needs of the present without compromising the ability of future generations to meet their needs. This short definition includes the interest of understanding the environmental impact of economic activity in both developing and industrialized economies (Erlich and Erlich, 1991); ensuring worldwide food safety (Lal et al., 2002); ensuring that vital human needs are met (Savitz and Weber, 2006); and assuring the protection of non-renewable resources (Whiteman and Cooper, 2000). Unfortunately, the societal aspect of sustainability is complicated for firms to apply and provides little explanation regarding how organizations might recognize future versus present needs, determine the technologies and resources necessary to meet those needs, and understand how to balance organizational responsibilities to numerous stakeholders such as shareholders, employees, society and the natural environment (Hart, 1995; Starik and Rands, 1995). Sustainability has been also investigated in the fields of management, operations, and engineering. Within the management literature, most of the current conceptualizations of organizational sustainability have focused on ecological sustainability (the natural environment), with little recognition of social and economic responsibilities (Jennings and Zandbergen, 1995; Shrivastava, 1995a; Starik and Rands, 1995). Sustainable refers to the triple bottom line, for economic, social and environmental. An approach to competitive advantage. A particular organization has competitive advantage when it achieves a higher return on investment than its competitors, or it is able to do so (Grant, 1996). Therefore, in order to have competitive advantage organizations must have the ability to obtain higher profit margins than other companies in the industry. Organizations with competitive advantage, however, might show not the highest profit rate. For example, competitive organizations might prefer, for one or another reason, to sell their products and services at a lower price than the maximum price it could mark. Two major types of competitive advantage can be enjoyed by organizations (Porter, 1985): cost advantage, which is the result of supplying similar products and/or services to low prices; and differentiation advantage, which comes from offering differentiated products and/or services to customers, who, in turn, are ready to pay an additional price which overcomes the additional differentiation costs. While the cost advantage position implies to have the lowest costs in the industry, differentiation advantage refers to offering something unique which is valued by customers. Competitive advantage can derive from one or more factors or sources. Firstly, literature on strategic management suggests the following major sources of cost advantage (e.g., Porter, 1985; Grant, 1996): scale economies, learning economies, production capacity management, product design, cost of inputs, process technology, and management efficiency. Secondly, sources of differentiation advantage include tangible and intangible aspects which are significantly valued by potential customers as to be ready to pay an additional price for them (e.g., Porter, 1985; Grant, 1996); tangible aspects refer to observable characteristics of the products and services, their performance, and complementary products and services; intangible aspects, in turn, include social, emotional, psychological and aesthetic considerations which are present in any choice of products and services. Recently, a major theoretical framework has been developed in strategic management literature which seems to be particularly appropriate for identifying the characteristics that a particular resource or capability must show in order to be a major source of competitive advantage. This theoretical framework is the resource based view of the firm theory. Performance Corporate performance measurement and its field application continues to grow. The diversity and level of performance measures are linked to the goal of the company or the individual strategic business units features. For instance, when measuring performance, organizations have to think about existing financial measures such as return on investment, profitability, market share and revenue growth at a competitive and strategic level. Other measures are more operationally focused, but may inevitably be linked to strategic level measures and issues. This is the case of customer service and inventory performance (supply, turnover). GSCM implementation Where to begin? Viable environmental sustainability programs require meaningful action across a broad range of processes. Some of the most impactful areas include: Production planning: The most valuable members of a supply chain are able to provide accurate forecasts and deliver reliably so as to help reduce over purchasing, over-production and waste Manufacturing: The adoption of techniques such as lean process improvement should result in less over processing as well as reduced energy intensive storage and waste Distribution: Network redesign. Smart routing, backhauling, fill optimization and mode switching à ¢Ã¢â€š ¬Ã¢â‚¬  all are likely to result in fewer freight miles Green design: The electronics and related high-tech industries practice collaboration as a means of optimizing the green aspects of their components and end-products; proactive and/or influential members of a supply chain can promote/pursue similar collaboration/ innovation Packaging: The greenest firms seek to minimize the environmental impact of packaging, not only by using less, but also by evaluating the energy, waste, recovery and other life cycle impacts of their packaging choices Recycled content: Companies score green points by maximizing their use. of these materials as well as by using materials in products that are in turn easily recyclable Warehousing: Challenge existing assumptions in light of higher energy costs and the need to reduce carbon footprints Green energy: More green points are available by using green or renewable energy sources à ¢Ã¢â€š ¬Ã¢â‚¬  although this can be difficult in regulated energy markets (and a factor in future location decisions) IT: Videoconferencing and remote servicing can reduce business travel; Energy Star rated PCs along with optimized power consumption settings can significantly pare energy costs Server farms: Energy efficient servers arrayed according to state-of-the-art cooling practices can generate enormous energy savings Ridesharing/telecommuting: A growing number of companies are working with municipalities to better optimize public transportation to their facilities. More companies are also enabling more workdays at home as well as providing incentives for carpooling Estates: Investments in building air tightness, insulation and energy efficient heating, cooling, lighting, plant and equipment can significantly reduce carbon footprints Green procurement: It is possible to reduce your carbon footprint by paying more attention to your own procurement. Supplier carbon footprint, ISO certifications, procurement distance have to be part of the selection criterias. Conceptual framework Greening the inbound function It is argued that greening the supply chain has numerous benefits to an organization, ranging from cost reduction, to integrating suppliers in a participative decision-making process that promotes environmental innovation (Bowen et al., 2001; Hall, 1993; Rao, 2002). Critical parts of the inbound function are the purchasing and supply field. Green purchasing strategies are adopted by organizations in response to the increasing global concerns of environmental sustainability. The Green purchasing should be able address reduction of waste produced, material substitution through environmental sourcing of raw materials, and waste minimization of hazardous materials. (Rao Holt, 2005) The involvement and support of suppliers is crucial to achieving such goals. (Vachon and Klassen, 2006). Furthermore, organizations are managing more and more their suppliers environmental performance to ensure that the materials and equipments supplied by them are environmentally-friendly in nature and are produced using environmentally-friendly processes. Min and Galle (1997) explore green purchasing to determine the key factors affecting a buying firms choice of suppliers, the key barriers and the obstacles to green purchasing initiatives. They also investigated the impact of green purchasing on a corporations environmental goals. Below listed subjects to get information on the green inbound phase of a supply chain: (1) Guiding suppliers to set up their own environmental programs; (2) bringing together suppliers in the same industry to share their know-how and problems; (3) informing suppliers about the benefits of cleaner production and technologies; (4) urging/pressuring suppliers to take environmental actions; and (5) choice of suppliers by environmental criteria. Greening the production phase or the internal supply chain In this phase, there are a number of concepts that can be explored, such as cleaner production, design for environment, remanufacturing and lean production. Hong, He-Boong, Jungbae Roh, (2009) highlight through their research that strategic green management needs the combination of integrated product development (IPD) and supply chain coordination (SCC) for desired business outcomes. Thanks to a survey on 580 manufacturing plants in the US, adopting cleaner production techniques, Florida and Davison (2001) showed that green corporations are innovative in their environmental practices, and these strategies emerge from a real commitment towards reducing waste and pollution. Lean production/manufacturing is also an important consideration in reducing the environmental impact of the production phase. In their research King and Lenox (2001), concludes that lean production is complementary to improvements in environmental performance and it often lowers the marginal cost of pollution reduction thus enhancing competitiveness. In addition, Rothenberg et al. (2001) identify that lean plants aim to minimize waste and buffers, leading not only to reduce buffers in environmental technology and management, but also in an overall approach to manufacturing that minimizes waste products. (1) Environment-friendly raw materials; (2) substitution of environmentally questionable materials; (3) taking environmental criteria into consideration; (4) environmental design considerations; (5) optimization of process to reduce solid waste and emissions; (6) use of cleaner technology processes to make savings in energy, water, and waste; (7) internal recycling of materials within the production phase; and (8) incorporating environmental total quality management principles such as worker empowerment. Greening the outbound function On the outbound side of the green supply chain, green logistics comprises all links from the manufacturer to the end users and includes products, processes, packaging, transport, and disposal (Skjoett-Larsen, 2000). Rao, (2003) and Sarkis, (1999) argue on the fact that green marketing, environment-friendly packaging, and environment-friendly distribution, are all initiatives that might improve the environmental performance of an organization and its supply chain. Reverse logistics and waste exchange and ore generally management of wastes in the outbound function can lead to cost savings and enhanced competitiveness (Rao, 2003). In order to address these environmental impacts of packaging, many countries now have programs and legislation that aims to minimize the amount of packaging that enters the waste stream, such as the Packaging Directive in the EU. The distribution, for the whole supply chain is a huge stake for green management. In fact the distribution results of a trade-off between efficiency and effectiveness firm strategy. For this reason is difficult to handle As part of outbound logistics, green marketing has an important part to play in the link between environmental innovation and competitive advantage (Menon and Menon, 1997). Encouraging suppliers to take back packaging is a form of reverse logistics that can be an important consideration in greening the outbound function, with a study by Dorn (1996) identifying an increase in market share amongst companies that implemented an environmentally-friendly packaging scheme. The product design step is more and more integrated within green supply chain issues because 80% of the environmental burden and cost of a product is fixed during this phase (Carbone, Moatti, 2008). Strategic variables to take in account for an empirical study; (1) Environment-friendly waste management; (2) environmental improvement of packaging; (3) taking back packaging; (4) eco-labeling; (5) recovery of companys end-of-life products; (6) providing consumers with information on environmental friendly products and/or production methods; and (7) use of environmentally-friendly transportation. Competitiveness Economic performance Bacallan (2000) suggests that organizations are enhancing their competitiveness through improvements in their environmental performance to comply with mounting environmental regulations, to address the environmental concerns of their customers (à ¢Ã¢â€š ¬Ã‚ ¦). However, an interesting point to notice is that, as long as the market does not seek environmental value-drivers in the products and services it purchases, environmental issues are not necessarily considered by organizations and consumers. (Rao Holt, 2005) Fortunately, over the last few years there has been a growth in environmental awareness of consumers in general. Clearly a growing number of corporations are developing company-wide environmental programs and green products sourced from markets around the world. Therefore, environmental issues are becoming a source of competitiveness. All these efforts aim to improve environmental performance, enhance corporate image, reduce costs, reduce risks of non-compliance and improve marketing advantage. Nevertheless, some organizations are still looking upon green initiatives as involving trade-offs between environmental performance and economic performance. The financial performance of firms is affected by environmental performance in a variety of ways. When waste, both hazardous and non-hazardous, is minimized as part of environmental management, it results in better utilization of natural resources, improved efficiency, higher productivity and reduces operating costs (Rao Holt, 2005). Nowadays and in the future, a good green player could expect to increase its brand image and its market share and then improve its profitability against company without enough green concern while saving costs by innovative processes. To investigate the link between green supply chain management and economic performance we could refers to those key aspects: (1) New market opportunities; (2) product price increase; (3) profit margin;(4) sales; and (5) market share. And competitiveness: (1) Improved efficiency; (2) quality improvement; (3) productivity improvement; and (4) cost savings. Methodology To validate our research, an empirical, survey-based research approach will be taken. Based on the empirical studies through the literature, and a meaningful framework used in the relevant research of Rao Holt in 2005 applied on Asian companies. We choose to follow a common technique to validate the framework presented in the preceding section, a linear SEM (Stochastic Expectation Maximization) approach is used (JÃÆ' ¶reskog and SÃÆ' ¶rbom, 1993) to validate the causal relationships between the different latent constructs of: greening the inbound function; greening production; greening the outbound function; competitiveness and; economic performance. The questionnaire will be distributed to the supply chain managers and/or environmental management representative (EMR) or the chief executive of manufacturing organizations in Western Europe. In order to have both MNCs and SMEs ( Responses will be collected on a four-point and five-point Likert scale, and open-ended questions. The four-point scale served to force the respondents to check either on the negative side or on the positive side. The choice not to focus only on the leading edge ISO14001 accredited organizations (running environmental management) allow us to broader our research and then make a comparison between those without formal environmental management accreditation, and best players accredited. In terms of financial performance, this strategy will be interesting for identifying benefits and again do comparisons. Expected results. As this type of research was already done in South-Est Asia, our results will allow us to compare our findings and trend with those in South-Est Asia. We expect a response of 10%, therefore we will send to a consequent sample to get sufficient and tangible return. We will probably be able to confirm that greening the supply chain also has potential to lead to competitiveness and economic performance. As the current environmental concern in Europe is high, including governmental and customers pressures these research findings would probably show that firms that are greening their supply chains not only achieve substantial cost savings, but also enhance either sales, market share or exploit new market opportunities. The cost aspect will be important to assess as it is directly connected to the overall performance. The main limitation of this research will be probably the small sample of organizations, but the lack of empirical research in Europe will be also one of the main strengths of this paper. Therefore, the findings cannot be generalized to all organizations in this region or around the world. Finally, future research should empirically test the relationships suggested in this paper in different countries, to enable comparative studies. For further research, a larger sample will allow detailed cross-sectoral comparisons and establish international patterns regarding benefits from GSCM. Performance Measurement for Green Supply chain management: Context In supply chains with multiple actors, (vendors manufacturers, distributors and retailers) whether regionally or globally dispersed, it is difficult to attribute performance results to one particular entity within the chain, by the way performance measurement is really challenging. There are difficulties in measuring performance within organizations and even more difficulties arise in inter-organizational environmental performance measurement. The reasons for lack of systems to measure performance across organizations are multidimensional, including non-standardized data, poor technological integration, geographical and cultural differences, differences in organizational policy, lack of agreed upon metrics, or poor understanding of the need for inter-organizational performance measurement. (Hervani, A. Helms, M. Sarkis, J., 2005) Performance measurement in supply chains is difficult for additional reasons, especially when looking at numerous tiers within a supply chain, and green supply chain management performance measurement, or GSCM/PM, is virtually non-existent. With these barriers and difficulties in mind, GSCM/PM is needed for a number of reasons (including regulatory, marketing and competitiveness reasons). Overcoming these barriers is not a trivial issue, but the long-term sustainability (environmental and otherwise) and competitiveness of organizations may rely on successful adoption of GSCM/PM. The basic purposes of GSCM/PM are: external reporting (economic rent), internal control (managing the business better) and internal analysis (understanding the business better and continuous improvement). These are the fundamental issues that drive the development of frameworks for business performance measurement. It is important to consider both purpose, as well as the interrelationships of these various measurements. Supply chain management Supply chain management is the coordination and management of a complex network of activities involved in delivering a finished product to the end-user or customer. It is a vital business function and the process includes sourcing raw materials and parts, manufacturing and assembling products, storage, order entry and tracking, distribution through the various channels and finally delivery to the customer. A companys supply chain structure consists of external suppliers, internal functions of the company, and external distributors, as well as customers (commercial or end-user). Firms may be members of multiple supply chains simultaneously. The management and coordination is further complicated by global players spread across geographic boundaries and multiple time zones. The successful management of a supply chain is also influenced by customer expectations, globalization, information technology, government regulation, competition and the environment. Performance management and measurement Corporate performance measurement and its application continue to grow and encompass both quantitative and qualitative measurements and approaches. The variety and level of performance measures depends greatly on the goal of the organization or the individual strategic business units characteristics. For example, when measuring performance, companies must consider existing financial measures such as return on investment, profitability, market share and revenue growth at a more competitive and strategic level. Other measures such as customer service and inventory performance (supply, turnover) are more operationally focused, but may necessarily be linked to strategic level measures and issues. Overall, these difficulties in developing standards for performance measurement are traced to the various measurement taxonomies. Example taxonomic considerations include: management level to measure à ¢Ã¢â€š ¬Ã¢â‚¬Å" strategic, tactical, or operational; tangible versus intangible measures; variations in collection and reporting; an organizations location along the supply chain or functional differentiation within organizations (e.g. accounting, versus marketing or operations). Similar to the performance measurement used, the performance measurement system may be unique to each individual organization, or unit within an organization, reflecting its fundamental purpose and its environment. Several studies have investigated the universal principles of performance measurement (Adams et al., 1995; Gunasekaran et al., 2001; Sink and Tuttle, 1990). These studies arrived at a number of conclus