Case Study Report Essay Example | Topics and Well Written Essays - 2000 words

Case Study Report - Essay Example alue of the Napster brand, and our revenues could suffer if we are not able to maintain its high level of recognition in the digital music sector and c) We may not successfully develop new products and services† (Napster, 2010). These have been chosen from the list as provided in the case. A set of recommendations have been set out for the company based on the above mentioned risks. Firstly, to improve the customer retention and to use churn models along with customer relationship marketing to reduce the customer attrition to a great extent. Secondly, it is advisable that the company considers a brand extension to be able to keep up their market position and brand image. Napster has brought about a new brand and a very useful programme for friends and family to share music online in a simpler and effective manner. The company was started in 1998 and 1999 by a young Shawn Fanning and the system was then known as Peer to Peer. Although the company only operates within United States, the company was a big hit among the customers and there was a clear interest in people across the world as this was a very effective way of sharing music online. However, the success of the company was short lived and the company was faced with a number of lawsuits by the recording companies and others. The main aim of this paper however is to focus on the marketing techniques and marketing mix of the company and to assess the company’s marketing mix. The paper will deal with each of the 7 P’s of marketing and will evaluate the company’s performance based on the same. Also the paper will develop strategies for the company to be able to deal with the perceived risks and will help provide recommendations to the company. The next section will deal with the evaluation of the marketing mix used by the company. The aim of this section is to discuss the 7 P’s of marketing and the position of Napster in the markets based on the 7 Ps. The section provides a clear analysis of the

Text Essay Example | Topics and Well Written Essays - 1000 words

Text - Essay Example Four Stages of Development There are four stages involved in the development of tourism. They four stages of development majorly rely on advocacy, cautionary, adaptancy and knowledge. The four stages focus around the basis of changes that has occurred and are still occurring in the filed of tourism and the education of tourism as a subject. The stages were closely related as elements of each stage were found in the other stages thus their core role was to build on the principles found within each other (Airey, 2008). The Industrial stage This stage took place between the 1960s and 1970s. The stage was known to be professional but the knowledge which was possessed regarding the field was limited. This was because they did not have sufficient evidences to support the different educational theories that scholars were coming with. The stage was aimed at addressing the various issues that were being experienced in the tourism field as scholars had discovered that it was highly needed in t he development of the economy and also reserve different animal and plant species that were in the verge of being extinct. The stage also empowered students with the knowledge needed towards the development of their career and also equipped individuals tasked with the mandate of taking of the different tourism sectors with skills and expertise needed to carry out their task efficiently. Moreover, the stage also concentrated in providing information that was needed in the development of the different tourism programmes that would be offered by the scholars at different levels for individuals who were interested in pursuing the field as a career (Airey, 2008). The fragmented stage The stage was between 1980s and 1990s and it widely focused in harmonizing the curriculum that had been created in the industrial stage with the industry and learner needs which were growing rapidly during the century. It was majorly influenced by the development of new knowledge in the industry therefore cr eating a need to incorporate new programmes and information into the curriculum. Before its introduction, there were conflicts between the liberals of the subject and those who favored wanted a liberal approach in the tourism sector. Therefore, the need to create a new curriculum that would address and harmonize the issues of all the major players in the industry arose and was addressed by the fragmented stage (Airey, 2008). The Benchmark Stage According to Airey 2008, this was a stage where all the issues highlighted by the fragmented stage were addressed after consultations with the different key players and scholars in the industry. The new curriculum was approved by the quality assurance agency for higher education. However, despite the credibility of the new statement being proven, there were still questions regarding tourism as a course by different critics in the industry. The stage addressed various issues affecting the industry and offered various solutions that could be us ed in addressing the issues. Key among them was the ethical issue in tourism which advocated for a sustainable tourism in all major corners of the globe. In addition, business and management was introduced and stressed upon in the field during the stage as the filed was widely being accepted and incorporated into the systems by nations around the world thus there arose a need to manage the industry effectively. The Mature Stage It was a

Organizational Structure Essay Example for Free

Organizational Structure Essay An organizational structure is a composition that specifies a companys hierarchical structure. There are various kinds of conformations that organizations can choose to build their business around. The organizational structure exemplifies the way in which control and business affairs have been appointed within the organization. Organizational structure encompasses the design of an organization though people positioning and responsibilities in order for organizational goals can be reached. Some of the time, a formal structure is not necessary due to a small informal business setting. In large organization responsibilities must be distributed. Hence, the reason that policies and procedures are established that assign responsibilities for numerous positions. The determination of these organizational functions (such as marketing, finance, human resources, and operations) influence and determine the organizational structure of your an organization. The three main types of organizational structures are functional structure, divisional structure, and matrix structure. Divisional Structure The structure that an organization is based around also is contingent on the enormity of the company. Divisional structure separates the faculty based on the commodity and customer demand verses geographical location. For example, each area within the organization is accountable for certain divisions. Each division has individual support systems such as finance department, marketing department, warehouse department, and maintenance department. Divisional structure is grants flexibility and is a decentralized structure. Divisional structure also grants quick adaptability to geographical changes. Divisional structure embellishes advancements in the market and industry and allows for various plans of action. However, this structure causes replication of resources due to each unit having the necessity of every resource. PepsiCo’s Organizational Design An example of an organization design around divisional structure is PepsiCo. PepsiCo is a flexible company that is constantly looking for new innovations and consistently adapts to the geographical market. PepsiCo has a decentralized organizational structure. The functional determinations are made in individual units with corporate control and direction. PepsiCo has one CEO and three division presidents. The companys hierarchical structure continues as each division is broken down into market units. Each market unit has a director. Furthermore each market unit is divided into regional units, then down the chain to sales units. Each unit has its own resources, such as marketing, finance, human resources, and operations departments. PepsiCo determines responsibilities by departmentalization. Departmentalization is a conglomeration of common duties and characterization of tasks. The influences of departmentalization are function, product, geographic, process and customer. PepsiCo maintains a span of control by making sure of correct distribution of responsibility among employees and task obligations are accounted for. For example, units are tasked with weekly, monthly, quarterly, and yearly forecast for sales, operations, overhead, and labor. Reports are sent weekly to account for these actions. Human resources departments are in each division to ensure control over the organization. There are guidelines and procedures in place to ensure the rules are being followed across the globe. Formalization sets the standard for the administered responsibility. Each unit at PepsiCo has management teams in place to ensure control of task performances. For example, a if a location has been tasked with a 1,000 case distribution for week one in the period and the sales teams are severely falling short on sales, management will step in to centralize the issue, reiterate the method of actions, and ensure the actions are conducted in a certain manner to achieve results. PepsiCo is multinational organization made up of three units which are PepsiCo Americas Foods, PepsiCo Americas Beverages and PepsiCo International. This structure allows the organization to focus on manifesting international markets, which will grant independence revenues, enabling focus on better product advancement. The organization is spread across the globe. However, the control is local, unlike a matrix structure that is located only in a single area (PepsiCo 2012). Matrix Structure A matrix structure formalizes line teams as well as the typical divisional hierarchy. The matrix structure is a hybrid between the functional and divisional structure, effectively creating independent business units for each product or service created or each unique market targeted. The matrix-structured organization is a project-based business that divides individual groups based on functional specializations. Variation of the matrix structure divides the authority by both functional and project areas. The functional manager heads up the functional areas of the organization. The project supervisor oversees the assigned project. This allows for management to focus on areas of proficiency. Companies such as General Motors has based its organization around the matrix structure due to the ability to specialize in specific areas, and organizational communication through other fields. General Motors believes the differentiation of ideas creates innovational determinations. The matrix structure also allows the human resources department to be shared throughout the organization. General Motors is made up of one main chief information officer (CIO) and several divisional CIOs that control the functionalities in the organization. General Motors also has process information officers that work in various areas of expertise across the organization. General Motors believes the matrix structure develops global commercialism (Daft 2007). Functional Structure Functional Structured organizations group tasks according to the target. Functional structured organizations work well for organizations that have a need for departments to rely on expertise of its faculty. A major disadvantage to a functional structured organization is the communication boundaries due to variation in departments that work individually. One company that a functional structure works well is Wal-Mart. Wal-Mart is one of America’s largest retailers. Wal-Mart is designed by a functional structure. Wal-Mart’s target market is a consumer with median incomes. Wal-Mart has a limited amount of functions in specialized areas with in the organization. Wal-Mart does not produce its goods, but has enough buying power to supply the demanded products. The organizational structure and large size enables the buying power to purchase goods at low prices. This buying power enables Wal-Mart to offer its target market lower prices creating a competitive edge over other retailers. A functional structured organization; such as Wal-Mart have a chief executive officer, limited executive staff, and department heads in domineering areas of expertise such as accounting, marketing, human resources and warehouse. Wal-Mart’s headquarters and executive staff is made up of a Chief of Executive Officer, Chairman of the Board and Board of Directors, with supporting committees. Conclusion Determining an organizations structural design that will be the most effective for a specific company has great significance on organizational success. Using an unsuitable design structure can be consequential in communication, product development, customer service, and countless situations of other organizational issues. Organizational structure can determine the successful outcome of the organization. Reference Bateman, T. S., Snell, S. A. (2011). Management: Leading Collaborating in a Competitive World (ninth ed.). New York, NY: McGrall Hill. Retrieved May 7, 2012 (2012). PepsiCo. Retrieved May 7, 2012, from www.pepsico.com Daft, Richard (2007). Organizational Theory and Design (ninth ed.). Manson, OH: Thompson Higher Education. Retrieved May 7, 2012.

Approaches to obesity: Behavioural measures

Approaches to obesity: Behavioural measures Issue for reflection: Can obesity be controlled through behavioral measures? Content brief description One of the global concern that we are facing now is obesity, not only has it increase, the prevalence rate has also doubled since 1980 (Anderson, Quinn Glanz et al., 2009). Behavioral theories suggest the increase in obesity is link with decrease physical activity and unhealthy dietary behavior and thereby altering our behavior would help to decrease risk of obesity (Heather, 2004). However, despite enormous research and interventions, the prevalence rates are still on the climb. Thus, casting doubts on behavioral approaches. This paper shall reflect on the issues on controlling obesity and practical implication in workplace setting. (99 words) Inter-relationship between theory, research and practice Theory and research In the basis of behavioural approaches, it is assumed that there is two main reasons that results in obesity epidemic, firstly, there is an imbalance in energy intake (excess) and energy output (inadequate). Secondly, these actions that contributed to the energy imbalance are learned behaviour (Jeffery et al., 2000). For example, we observe the purchase of fast food from others or advertisement, it increases our chances of buying it. If it was a learned behaviour then in order to decrease obesity rates, we should be able to acquire new behaviour to make better decisions that promote our health and well-being. It is also argued that when we engage in physical activity we are using our energy from food, however, the improvements in transportation and technological advancement has greatly reduce our level of physical activity, accounting at least 30% of the worldwide population and half of the adults in United States did not meet the recommended level of physical activity (CDC, 2007;WHO, 2009). Studies have collected epidemiological data that compared activity levels and found two associated variables with increasing trend namely, car ownership, and time spend in television viewing with obesity (Prentice Jebb, 1995). Other than the drop in energy output, it can be seen that our energy intake has increased significantly together with obesity rates. Studies show that calorie intake of food increased from of 335 calories per day for females and 168 calories for males from 1971 to 2004 (Wright et al., 2004). Moreover, within this time frame it was the bloom of economics for processed food accompanied by the increase portion size and fast-food trends, which leads to excess calorie intake, resulting in rapid weight gain (Rolls, 2007). Thus, the extra calories input might be from food choices that consist of high energy density. Practice As of workplace environment, these research has helped in developing behavioural modification program in treating obesity. Reports show that companies that adopted obesity interventions have significant improvements for the employees, and also helped the employers in decreasing absenteeism rate, job stress experience, workplace injuries and increase in work productivity in workers (Jensen, 2011; Mhurchu, Aston Jebb, 2010). These health outcomes has been revealed to be commonly experienced with obese workers (Bungum et al., 2003; Nishitani Sakakibara, 2005; Poston et al., 2011). These behavioural programs often includes the combination of self-monitoring measures such as monitoring dietary intake (e.g. diary), cues and encouragement for appropriate behaviour (e.g. extrinsic incentives) (Stuart Davis, 1972), group exercise and providing healthy meal options, as well as, equipping workers with nutritional knowledge. Moreover, employees who had adhere to the program has considerably increase their daily intake of fruits and vegetables, and reduce their fat intake from food, along with improvements in mental and physical health (Maes, Cauwenberghe Lippevelde, 2012; Hutchinson, 2011). Therefore, with a better health profile, it could help in issue of absenteeism, productivity and benefited both employers and employees. (486 words) Personal reflection For: Behavioural theories could help in controlling Obesity The Contribution of extensive research Firstly, research on behavioural approaches could aid in implementation of interventions and modification of existed programs in the workplace environment. Perhaps, we could develop a framework that identify the contributing factors of obesity in the workplace setting. Then, analysing the trend between the contributing factors and workers through survey data and using statistical methods to samples different groups (e.g. normal weight, overweight and obese employees). Next, we could design the program making sure to modify the contributing work system parameters (e.g. providing healthy food options) to create behavioural changes (e.g. ordering healthy meal) that could improve health conditions. Most employers and employees acknowledge the impact of obesity Secondly, studies have found that both employers and employees has consider weight management program at work settings to be appropriate and effective in controlling obesity (Gabel et al., 2009). These shows that employers might be concern about the rising medical cost, expenses incurred due to the loss of productivity and an increase in work injuries. Employers understand the impact of obesity that imply health cost towards employees and indirectly affecting the company as well, as such they are more willing to provide cooperate health benefits to reduce obesity. However, the employees must also have personal responsibility and discipline to attend the welfares provided. Thus, when both parties work together the chances of reducing obesity would be possible in workplace. Against: Behavioural theories does not help in controlling Obesity Obesity is genetically inherited Firstly, in contrast to the behavioural theories, researchers have also investigate the genetic approaches towards obesity epidemic. Studies have explored the chances of inheriting obesity by looking at samples of first-degree relatives, which indicated moderate association (0.20 to 0.30). In addition, they looked into samples of monozygotic twins, which results in a higher heritability rate (0.60 to 0.70), indicating that genetics have contributed approximately 25% to 40% of the variance in BMI (Price, 2002). Furthermore, early research has also discovered that the distribution of fat in body parts and individual’s metabolic rate are also genetically predisposed (Levine, Eberhardt Jensen, 1999). This might support the notion that obesity could not be reduce. The complexity of contributing factors to obesity Secondly, with the vast variety of potential factors that could contribute to obesity, it would be challenging to target all factors. Workplace influencers include, high job demand, insufficient sleep, lack of physical activity, stress, low job control (Parhizi, Pasupathy Steege, 2012). Likewise, while considering the workplace effects, there are additional domain such as individual difference, psychosocial factors and genetics factors that could cause further complexity to provide solution to reduce obesity rate. Additionally, there may be multiple association between factors creating the difficulties in providing optimal levels of treatment for each individual. Inconsistent interventions results Thirdly, considering most of the research being done has a significant outcome improvement in health related issues (Hutchinson, 2012). Nonetheless, when evaluating the results of interventions that included promotion of physical activity and nutritional programs in accordance to the obesity measures of BMI, fat percentage and body weight, there were inconclusive evidence of the efficacy of reduction in these areas (Vuillemin, 2011). Similarly, such studies does not identify which of the interventions are effective for specific types of employee population. For example, is there a need for two different programs for office-based workers and retail-based workers? Additionally, most of the programs does not measure its long-term effects on weight maintenance which could provide overestimation of the positive outcomes from intervention and employees might actually gained weight in the long run. Thus, the inconsistency and methodological flaws of these studies might have an impact on its efficacy level. Conclusion Obesity is drawing massive attention and growing as a health problem that consisted undesirable consequences on individual’s health measures such as heart diseases, diabetes and cancers. To add on, obesity also greatly influences our workplace productivity, absenteeism, work injuries and job stress. These not only have negative effects on individual level but also pressures the employers with rising healthcare cost and expenses incurred from obese employees. As a result, vast majority of studies has examine the cause of obesity, in which, the most common approach was applying behavioural modification methods such as increasing physical activity and changing dietary intake. Yet, with great effort being place in weight management programs, obesity rate is still up-trending. This provides doubts and challenge to conventional methods in combating obesity. Such that, explanation of genetics, complexity of the contributing factors, flaws and inconsistent results of interventions from studies have come to doubt the effectiveness of these methods. Final Word Overall, obesity is a health problem that has variety of contribution factors that are complex and there is no definite model or program that cater to majority of the obese community. Nevertheless, it might be possible to be able to start from the workplace setting of individual and creating little changes that hopefully decrease obesity rate overtime. (818 words) References Anderson LM, Quinn TA, Glanz K et al. (2009). The effectiveness of worksite nutrition and physical activity interventions for controlling employee overweight and obesity: a systematic review. Am J Prev Med. 37:340.C357. Centers for Disease Control and Prevention. (2007). Prevalence of regular physical activity among adults. United States. MMWR 56:1209.C1212 Gabel, Jon R, Whitmore, Heidi,Pickreign, Jeremy Pickreign, Ferguson, Christine C, Anjall Jain, Hilary Scherer. (2009). Obesity and the Workplace: Current Programs and Attitudes among Employers and Employees. Health Affairs. 28, 1. ProQuest pp. 46 Heather O. Chambliss. Behavioral Approaches to Obesity Treatment. (2004) QUEST, 56. pp.142-149 Hutchinson AD, Wilson C. (2012). Improving nutrition and physical activity in the workplace: a meta-analysis of intervention studies. Health Promotion Inter 27:238Â ¨C249. Hutchinson AD, Wilson C.(2012).Improving nutrition and physical activity in the workplace: a meta-analysis of intervention studies. Health Promot Int 27:238Â ¨C249. Jensen JD. (2011). Can worksite nutritional interventions improve productivity and firm profitability? A literature review. Perspect Public Health 131:184Â ¨C192. Levine, J. A., Eberhardt, N. L., Jensen, M. D. (1999). Role of non-exercise activity thermogenesis in resistance to fat gain in humans. Science, 283, 212Â ¨C214. Maes L, Van Cauwenberghe E, Van Lippevelde W et al..(2012).Effectiveness of workplace interventions in Europe promoting healthy eating: a systematic review. Eur J Public Health 22:677Â ¨C683. Ni Mhurchu C, Aston LM, Jebb SA. (2010). Effects of worksite health promotion interventions on employee diets: a systematic review. BMC Public Health 10:62. Price RA. (2002). Genetics and common obesities: Background, current status, strategies, and future prospects. Wadden TA,Stunkard AJ (eds) Handbook of obesity treatment. New York: The Guilford Press Rolls BJ. (2003). The Supersizing of America: portion size and the obesity epidemic. Nutr Today 38(2):42Â ¨C53 World Health Organization. (2009). WHO | Physical Inactivity: A Global Public Health Problem. Wright JD, Kennedy-Stephenson J, Wang CY, McDowell MA, Johnson CL. (2004). Trends in intake of energy and macronutrients. United States, 1971Â ¨C2000. MMWR Morb Mortal Wkly Rep 53 (4): 80Â ¨C2. PMID 14762332 Vuillemin A, Rostami C, Maes L et al.. (2011). Worksite physical activity interventions and obesity: a review of European studies (the HOPE project). Obes Facts,4:479Â ¨C488.

Understanding Health Risk Calculations :: Medical Medicine

Understanding Health Risk Calculations Health risks are all around us. They are present all the time, even when we sleep. Understanding our chances of being affected by one risk or another is a little like understanding our chances of winning the lottery. Numbers are often used to describe both our health risks and our chances or probability of winning the lottery, but this is where the similarity ends. When you buy a lottery ticket, your chances of winning depend on the number of possible combinations of numbers, not on whether you pick your favorite lucky numbers. Every time you buy a ticket, day after day, you have the same chance of winning, so your chance may always be, for example, one in a million. Nothing you or anyone else can do, short of cheating, can change that chance. Your chance of getting cancer from exposure to a chemical, however, like your chance of being killed in a vehicle accident, is not as easy to understand. This is because conditions that affect your chance are always changing. In the case of a vehicle accident, the road may be slippery, you or another driver may be drunk, your car or another vehicle may get a blow out at high speed, someone may fall asleep at the wheel, someone may throw a rock from an overpass, or an airplane may fall from the sky. All of these conditions and many more affect the chance of being involved in an accident. Sometimes you can control the conditions effectively, but most of the time you can't. Your chances of getting cancer from exposure to a certain chemical also depends on different circumstances or conditions. How long and the frequency at which you are exposed to a chemical, the amount or concentration, your own personal "make up" or susceptibility, and age are only a few of the variables to be considered when calculating your risk. Some of these conditions you can control, some you cannot. When a scientist calculates risks, she or he uses different types of numbers to represent different types of risks. For the risk of someone getting cancer from exposure to a certain chemical at a certain level over the course of a lifetime, there is no way to calculate an individual's exact chance. The best that a scientist can do is to calculate the chance of cancer occurring among, say, one million people.

the good and bad of telecommuting :: essays research papers

The good and bad of telecommuting   Ã‚  Ã‚  Ã‚  Ã‚  Telecommuting may be the movement of the future, which will allow more people to work away from the office. Many people see telecommuting as a way to be close to home or allow them to be connected to their organization while working abroad. While telecommuting might work for some people, telecommuting is not for everyone. There are many disadvantages; as well advantages to telecommuting which most people do not take into account. When considering telecommuting, the advantages fall for both employer and employee. The same can be said about the disadvantages of telecommuting. Advantages of Telecommuting One of the main driving factors for any company is economics and how will telecommuting allow the corporation to be profitable. The primary saving for companies embarking upon the telecommuting concept is the reduction in the amount of office space required to conduct business. Telecommuting benefits the employer because they have an expanded pool of employees. The skills of employees with commuting difficulties, childcare conflict, disabilities, geographical barriers are made available to a telecommuting employer. Companies are now starting to expanding oversees where the labor price is cheaper for telecommuting. This however can be looked at as both an advantage to the employer, and as a disadvantage to the employee. The advantage of telecommuting for some employees can be invaluable. One huge advantage an employee has when telecommuting is flexibility. Telecommuting allows for increased flexibility to coordinate work schedules with personal and family priorities. Flexible working arrangements improve quality and work done (Dudman, 2001). Achieving a balance between work and personal duties can help individuals gain more control over their lives. Often overlooked is the impact telecommuting has on the environment. One great advantage for the environment is the conservation of energy. With a great deal of energy is required to produce a vast amount of transportation vehicles such as automobiles, buses and subways. The fuel required to operate these vehicles would be reduced. An employee also is also a great consumer of energy, once at an office, the office building has heating, cooling, and lighting needs. When magnified, the energy use can be great. Whereas working from home requires only a minimal amount of energy use for heating, cooling, and lighting needs. For every advantage, most of the time there are disadvantages associated with it. Disadvantages of Telecommuting One huge disadvantage that employers face with the use of telecommuting is losing direct control over the employees.

It strategy vs business strategy Essay

In most organizations IT expenditure is considered as one of the larger if not the largest contributor to capital investment and expenditure. Technology has a significant effect on the business landscape of most organizations and the market place they operate in. The goal of IT as such should be directed toward the alignment of IT strategy with an organization’s overall business strategy (Mulcay, 2001). It is argued though that the inability to successfully derive value from IT investment is, for the most part due to a lack of alignment between IT and business strategies. Johnson and Scholes cited by Riley (2012) define strategy as follows â€Å"Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations†. In unpacking the definition, simply the business strategy that the business has decided to follow needs accurate configuration of resource – human resource, technology resource, financial resource etc., so as to gain competitive advantage, meet objectives and stakeholder expectation. Henderson & Venkatraman (1999) argue that there is no IT application or system, regardless of how cutting edge or sophisticated it maybe, that will build and sustain a competitive advantage for an organization for a sustained period of time. Organizations, in order to sustain competitive advantage should continuously endeavor to exploit it’s IT functionality and resource to maintain an advantage. In my opinion this is achieved by out of the box, evolutionary thinking by both business and IT leaders. Furthermore, both business and IT leaders need to understand fully the role that IT can support and re-shape business strategy decisions and improve IT effectiveness and ultimately improve business performance. SHOULD A COMPANY’S IT STRATEGY FOLLOW ITS BUSINESS STRATEGY OR SHOULD IT LEAD ITS BUSINESS STRATEGY? WHY In my opinion IT is vary rarely the core business unless of course we mention Microsoft or Google and the like where technology is the primary focus area  but it must noted that the actual business process for each is different and intellectual property is what is regarded most valuable. Hence, I agree with (Abate 2009, Henderson & Venkatraman 1999, Skriletz 2013) and many other researchers and commentators, that IT’s role should be regarded as the enabler or driver of the business strategy. IT’s strategy, investment; architecture even projects all need be dictated by overall business strategy, but should be part of process that helps the formation of the overall strategy. IT leaders need to possess the knowledge of new enabling technologies and how these technologies can be integrated into the business. Very often the business strategy is formed and developed in isolation and IT is seen as a support function only, rather than as function that can contribute to forming the strategy itself. IT leaders need to be part of the process that delivers the direction the business chooses to follow. Luftman & Brier (1999) echo this sentiment in that just as HR and marketing are important parts of strategy so to should IT. Venkatraman and Henderson (2000) assert that business strategists cannot be seen to take the leading role whilst the IT strategist is seen as a support role. It is imperative both take the lead in designing the business platform. â€Å"Business and IT strategists working together to shape new business; IT is not subordinate to business strategy but an extricate part of it†. FACTORS TO CONSIDER Technology is seen as one of key elements that drive change and transformation. Intelligent use of technology can deliver a competitive advantage, streamline processes create cost efficiencies and optimization for most organizations and as organizations strive for these competitive advantages and efficiencies it would really not be prudent to exclude the technology people from the process of strategy development as those organizations that do include them, will certainly claim the competitive edge and advantage. â€Å"Regardless of what industry you’re in, it’s hard to think about a business  that couldn’t exploit IT for competitive advantage if they chose to,† says Barbara Gomolski, an analyst at Gartner cited in an article by Moore (2011). The industries that have seen growth by aligning IT and business strategy and have used it as a driver and an enabler include the airline industry that has leveraged IT and now allows customers to book directly with carriers rather than involving third party agents. The banking industry has really embraced technology with the likes of online banking and transactions, which show true alignment and involvement of IT in business strategy and goal setting. Technology drives their growth. The sentiment shared and one that I agree with is that by including IT in the formulation of business strategy will certainly assist the organization in achieving its goals. The exploitation of technology as a means is key and if you don’t necessarily feel that, then I guarantee IT is treated as being outside of the core business strategy and as a result the organization is not deriving value from one of it’s most if not the most valuable resources. References Venkatraman N & Henderson JC. 2000: Business platforms for the 21st Century, in Mastering Information Management, edited by DA Marchand, TH Davenport & T Dickson. Great Britain: Prentice Hall: 283-289 Mulcay K. 2001: The IT Dilemma. World Trade, 14(4): 48-48. Henderson JC & Venkatraman N. 1999: Strategic Alignment: Leveraging information technology for transforming organisations. IBM Systems Journal, 38(2&3): 472-484. Luftman J & Brier T. 1999: Achieving and Sustaining Business-IT alignment. California Management Review, 42(1): 109-122. Abate R, (2008) IT should be an enabler to business [Available online at] http://www.information-managem e nt.com/blogs/IT_business-10015571-1.html (Accessed 18 June 2014) Skriletz R (2013) How to make IT a business enabler [Available online at] http://www.b-eye-network.com/view/16788 (Accessed 18 June 2014) Moore J (2011) Make It part of your Business Strategy [Available online at ] http://www.cnbc.com/id/44818677 (Accessed 18 June 2014) Riley J, (2012) What is strategy [Available online at] http://tutor2u.net/business/strategy/what_is_strategy.htm (Accessed 18 June 2014)