Development of Quality players Essay Example for Free

Development of Quality players EssayOn a performance perspective, the LTA express some 7.3m has been spent on delivering the LTA Performance programme. This is mass to provide financial support to more than 600 talented youngsters aged 8 to 21 long time old. (LTA, 2002)The performance programme is constituted of half-dozen stages. Initially beginning with Mini-tennis (4 8 year olds), then progressing to Club Futures (8 10year olds), County Futures (11-13 year olds), National Futures(11 13 year old), Academies and Intermediates (14 -22 year olds) and Seniors. The development of such a social organisation has mainly down to the former French performance director of the LTA, Patrice Hagelauer, and his knowledge and implementation of the French development governance. Originally seven tennis Academy centres were proposed just due to the lack of junior talent coming through this was rationalised to four centres namely Bath, Leeds, Loughborough, and Welwyn Garden city. The Lou ghborough academy alone is costing the LTA 2m. In concomitant to this a 30m (Harris, 2001) National Centre is in the pipeline and is due to be built at Roehampton and subject to planning process should be ready by 2006. This is set to consist of 6 indoor, 4 grass, 6 hard and 6 clay courts, gymnasium, player and coach support services, accommodation and medical centre. The LTA is likely to meet the absolute majority of costs for the centre although The All England Lawn Tennis Ground plc are lending a proportion of building costs.This development has been met with mixed reactions Mark Petchey Sky TV presenter commented Once again the LTA have their priorities wrong. Unless good youngsters are coming through, the National centre will be a white elephant. Indeed it has been set ahead commented that the belief that in that respect is a misconception that we have talented youngsters (Bob Brett) in the last 10 years there has only been 2 juniors in the International Tennis Federations top 50.One of the key suggestions causing the lack of talented juniors is the quality of coaches in Britain. On 2002 spending figures only 3% of the budget was allocated to coach education. at that place are currently 2, vitamin C LTA licensed coaches working in clubs in the UK (Jago, 2002). Although that may sound substantial when this figure is put along side the total image of registered player (116,588) it amounts to one coach for every 55 players. The comparison of this to the Frenchs excess of 4000 licensed coaches clearly illustrates we have some catching up to go (Jago, 2002).The LTA aims to ab initio identify talent through the nations club system. Yet the current established club structure is will behind that of France and Germany. (Figure 5) France has some 9,200 clubs compared to the 2,400 on Britain (Fordyce, 2002). In addition approximately of the clubs in France have five courts and a clubhouse. Around 8000 of them were built and maintained by cities and local a uthorities, each one costs 500,000. The idea of which would be a dream to the LTA and leave them with a substantially greater proportion of finance to invest in more for coaches, development programmes and competition structures (Jago, 2002)The culture of British tennis clubs may also be to blame. Tennis clubs in Britain might be a pleasant place for an adult to play a a couple of(prenominal) sets on a Sunday afternoon but they do little to help the country produce future champions. The former performance director Patrice Hagelauer, stated The culture is one of leisure and social tennis which is great, if you also have junior tennis and competitive tennis, but at a lot of clubs, that is non there (Fordyce, 2002).However, the key to developing successful players may not lie in the relatively expensive problems of increasing the number of clubs, courts and coaches but may be more with how we deal with potential talent and develop it.The LTA currently relies on talent selection, wh ich is a process of differentiating between those young performers who are already in the sport in order to provide those with the greatest potential with opportunities for advanced level training, support and competition. However, there are a number of disadvantages with this method. Initially it relies on juniors to be playing the game and it has been shown that we currently fall behind in this area. Also, individuals usually compete with others in a similar age group and the most talented from that age group stand out. Selection of success at this young age may not be a direct forefinger of potential due to the fact that it fails to take into account the varying maturation levels evident in individuals of the same age that actually dictates there power and say-so due to their greater size evidently providing an advantage to those who have had a faster maturity rate. This may go some way in explaining why those talented at that young age and are selected to be developed fail to continue through and emerge and successful players on the senior circuit.It is manifest that this current method which the LTA employs doesnt seem to working very well. Our only two players in the top 100 have been described as an accident and a foreigner (Roberts, 2002). Tim Henmans talent was tutored in a privately-run development scheme, and Greg Rusedski, was developed in the Canadian tennis system.Around the world other countries seem to have acquire more efficient way of finding talented individuals. Much of the sporting success of Australia has been down to the realisation back in 1988 by the Australian prove of Sport and particularly Dr Allan Hahn that it is no longer possible to have a reliance on club systems to deliver talent at an elite level. He stated that to continue to be internationally competitive, we must actively seek to unearth the talent. Talent searches initially implemented in rowing spread to a wide variety of sports, and following the announcement in 199 4 of Australia to host the Sydney Olympics back in 2000 their in Federal Government allocated $500,000 a year for two years for national talent identification. The success of many Australian athletes at these games demonstrated the significance of such a programme (AIS, 2003). Subsequently in 2002, the tennis circumstantial talent search was implemented namely the Targeted Athlete Project (TAP). The program is individually designed to each player in the scheme to make them a better player. Each player is assessed upon joining TAP and areas of weakness identified. Funds are then allocated to addressing these problems (Tennis Australia, 2003)This programme aims to support 30 of Australias best boys and 30 of there most talented girls. Current members of the programme range from the ages of 11 to the oldest, 22-year-old Evie Dominikovi. With this system in place, Australia, who currently possesses the worlds number one in the male game, Lleyton Hewitt, will no doubt create many more p layers of international calibre.The adoption of such a scheme may make considerable financial sense for the LTA. through the development of a screening process that identifies key multivariate constituents of a successful elite player more appropriate funding can be targeted at a limited number of individuals who it is known that they possess the right psychological, physiological, skill/decision making and even sociological aptitudes necessary for success. A system implemented in schools would not just limit the search to those who are currently active in tennis.This would eliminates twain the players frustration of continued liaison in a sport that they are not physiologically suited to and will prevent wasting finances on developing a talent that neer had the potential to make it to the top, thus allowing the LTA to get the most out of its limited resources.Can we develop talent and increase participation numbers simultaneously?The LTA may have set itself an impossible task o f increasing player numbers and developing better quality players with the current finances. In an attempt to achieve both finances are spread too thinly and neither is achieved successfully. It is evident that these two aims may not be as mutually supportive as the LTA consider them to be. Indeed it has long been stated the key to possessing high numbers of elite sports players from a nation is to have a broad base of participation and the broader the base the increase in likely hood and probability there is of finding quality players.There are several critical flaws in this impudence and there are anomalies in statistics that prove so. Figure 6 demonstrates the weak relationship between these two variables and an increase in players is by no nitty-gritty a necessary pre-requisite for developing large numbers of elite performances. This is clearly highlighted in the case of Russia which has double the amount of tennis players Britain has in the top 100 yet has a 1/18th of the amo unt of total registered players (ETA 2000).Indeed although increasing the number of players may not have a direct movement on the number of elite players, the concentration of efforts in talent identification and development which will produce a greater number of elite players may have a combined effect in inspiring more players to take up the game increasing the sports national profile and subsequent porta of an increase in the sports allocation of financial assistance from national sources which would assist in broadening participation.

Professional Ethics in Construction Industry | Proposal

Professional ethics in Construction Industry ProposalBackgroundIn the complex and hectic world of work, it is becoming harder to run and work by values and behaviors based on integrity and principles. Pressures be placed upon captains of the twirl industry, where they do not always act the way they should, and matters are seldom black and white. Even though pass cardinals are trying to the right thing most of the time, grey areas do exist. With ongoing honourable misconducts blasted everyday in the media, especially within braid industry, construction players essential ac acquaintance that the need for professional h geniusst motive is increasingly obvious. Negligence, combat of interest, fraud, unfair conduct, confidentiality, bribery, and violation of environmental ethics are among the unremarkably un respectable conducts in the construction industry.The practice of profession poses challenging ethical questions for which a working knowledge of ethics and profession alism is detailed to the construction players. Professionals strike the vestigial right to per stamp with office and accountability in their line of work. Professional ethics should be driven by individualised ethics, where a balance of both the requirements of the client and the impact on the society should be maintained by the professionals when making conclusions. It has been suggested, however, that professionals in general tend to conceptualise that their obligations to their client far outweigh their office to other(a)(a)s, such as the usual (Johnson, 1991, p. 28).Problem StatementConstruction players may refer to ensamples such as the professional code of ethics however, the cases are not intended to provide absolute answers nor are they resolution, standard operating procedure, or policy for ethical problems. The purpose of a code of ethics or set of ethical principles is to define a standard of conduct that reflects the values of the organization or profession. They are designed to channel about ones personal re per ready to ethical dilemmas. But when it comes to ethical dilemmas, construction players may not have the skills or competencies.Individual implicit ethical knowledge and practice need to be amplified into the profession, turning implicit ethical knowledge into explicit that leads towards the study of ethical professional ethics. However, it tickms doubtful that professionals female genitalia always aver on own personal ethics as they find themselves working with diverse cultures, values and expectations. Professionals are often left to make tough decisions in the face of extremely chaotic and complicated ethical dilemmas.Scholarly numbers have offered little help in terms of offering solutions to ethical dilemmas whereas practitioner publication have been ineffective for helping professionals reinforce their moral theatrical role. there will always be cases when professionals struggle between what they assume the profess ion expects and what the moral character tells. Even though majority of organization have their own ethical codes of conduct, the curbing of unethical conduct is difficult. Despite having professional code of ethics in the organization, professionals of the construction industry had directly or indirectly experiences close to(a) degree of unethical conduct.AimDignify and elevate the professional ethics among professionals in construction industry.ObjectivesTo determine the factors affecting participants behaviours in professional ethicsTo identify the impacts of unethical behaviours on the project cost, safety and quality of workTo evaluate the awareness on the importance of professional ethics in construction industry. research QuestionWhat are the significant barriers that limit professional and ethical behavior?Why ethical issues occur in the construction industry practice?What should be done differently to remediate professional and ethical behavior?How do ethical principles collapse to the current construction industry?Scope of ResearchThe scope of the research will be focus on assessing the professional ethics in construction industry. Prime attention is taken on the consultant cockeyeds at Klang Valley area entirely due to time and cost factor. The targeted respondents for this research will scale down on the consultant quantity surveyors as observed from the working title, within the areas selected for the study.Research MethodologyA literature review was undertaken to study the current issues of professional ethics in the construction industry, types of ethical misconducts and impacts of unethical conducts to the consultant quantity surveyors.Questionnaire survey will be directed towards consultant quantity surveyors concerning their views and experiences on a range of ethical issues surrounding construction industry activities. The survey will be conducted through with(predicate) postal mail and personal interviews.Case study of ethical issues in the construction industry will be set up.Significance of Implications of StudyThe outcomes of adhering to the professional ethics among professionals are highlighted in this research. These outcomes will be buttocks for encouraging the professionals to comply with the principles of ethics, so that their works meet the clients expectations and that their obligations will be carried out in professional manner in the future. It is grievous for professionals to practice the knowledge of ethics using applicable codes or standards. The more the professionals practice their responses to ethical dilemmas, the more likely it is to make the right decision when the pressure is on. What is more, implementing the ethical conducts come through professionals significant credibility and respect from the clients and these professionals will win further in the long run. This study also suggests that professionals better understand why professional ethics is critical to be successful in the fi eld.embodied Social duty Marketing StrategyCorporate Social indebtedness Marketing Strategy1. unveilingCompanies and their managers find themselves in an uncertain environment. This happens of the ever changing conditions that occur on the global economic market. Due to the changes and improvements of the new information and communication technologies, the companies and their managers find it harder and harder to render an convince their clients or consumers. It is mandatory that these managers subprogram all the potential promoting techniques in order to attract the consumers. It is no longer just about the usage of standard advertising techniques, the merchandise specialists must take into account some(prenominal) other methods of advertising like online affable ne twainrks, viral merchandise, corporate social responsibility and so forth In our paper we are underlining the importance of the Corporate Social Responsibility from the marketing point of view and especially of using this tool as a spot notoriety increasing factor. We live a world of continuous change, were mankinds influence on the environment is larger and larger. But Corporate Social Responsibility (CSR) is not just about the environment like many people think. The organizations of the entire world become more and more preoccupied by the need and the benefits of a creditworthy approach to society.2. THE CONCEPT OF CORPORATE SOCIAL RESPONSIBILITYThe concept of Corporate Social Responsibility (CSR) has introductory come outed in occupation for the first time in the second part of the 18th Century in the USA as a form of philanthropy, or donating to organizations / individuals in need (Sethi, 1977, in Bronn and Vrioni, 2001).From a historical point of view, the concept of Corporate Social Responsibility has become an important field of study, associated with management, in the 1950s. One important aspect to this cultivation of CSR, was presented by Frank Adams in 1951, when he wrote in a Harvard Business Review about the importance of good citizens that should become professionals of the top management take (Banerjee, 2007, p. 5).Other authors state that CSR is concerned with treating the stakeholders of the firm ethically or in a socially responsible manner. Stakeholders exist both within a firm and outside. Consequently, behaving socially responsibly will increase the gentle development of stakeholders both within and outside the corporation. (Hopkins M. 1998)The performance of each organization, no matter its type (private, public, frugal or NGO), is linked to the degree of development of their communities and in their social environment. Also the impact of such organizations on the environment has become an vital aspect which reflects the charitable interest for preserving the natural ecosystems and the pollution. This first aspect is joined by other elements of interests like social equality and good g everywherenance.In 2001, the European Commission has outlined CSR as a concept whereby companies integrate social and environmental concerns in their business trading operations and in their interaction with their stakeholders on a voluntary ground (EU Commission, 2001)Over the years, the concept of Corporate Social Responsibility has become more present in the everyday life of corporations and even public administration institutions. There were numerous efforts to define this concept, but often no clear definition is given, making theoretical development and measurement difficult.Mallen Baker (2004) states that CSR is about how companies manage the business processes to produce an overall positivist impact on society. According to the World Business Council for Sustainable Development considers corporate Social Responsibility as the adjudge commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as substantially as of the local community and society at large (Baker, 2004).Also in 2001 (McWilliams and Siege, 2006), CSR is defined as situations where the firm goes beyond compliance and engages in actions that appear to further some social good, beyond the interests of the firm and that which is required by law.The concept of Corporate Social Responsibility usually refers to a couple of important elements like (1) a collection of policies and practices linked to relationship with key stakeholders, values, compliance with legal requirements, and respect for people, communities and the environment (2) the commitment of business to contribute to sustainable development, commonly understood as sustainable development is the ability of the current generation to meet its needs without compromising the ability of future generations to meet theirs objectives. (ECRC, accessed in October 2012).Corporate social responsibility (CSR) is the way a corporation achieves a balance among its economic, social, and environmenta l responsibilities in its operations so as to address shareholder and other stakeholder expectations. It is known by many names, including corporateresponsibility, corporate accountability, corporate ethics, corporate citizenship, sustainability, stewardship, and triple-E bottom line (economical, ethical, and environmental) (.After a careful analysis of the higher up mentioned concepts we can underline several important aspects of the CSR conceptCompanies and organizations in general must act responsibly with regard to their environmentThe concept of corporate social responsibility must integrate social, environmental and education aspects in their day to day activitiesThe usage of corporate social responsibility in ones association must have a positive impact on the organization and on societyAll the activities integrated in the CSR scope must have an ethical aspect which must not by crossed.Following the 2001, EU Commission definition, the European Commission has defined the con cept of Corporate Social Responsibility as the responsibility of enterprises for their impacts on society (EU Commission, 2011). The same paper underline that enterprises should have in place a process to integrate social, environmental, ethical, human rights and consumer concerns into their business operations and core strategy in close collaboration with their stakeholders, with the aim of (1) Maximizing the creation of shared value for their owners/shareholders and for their other stakeholders and society at large (2) Identifying, preventing and mitigating their assertable adverse impacts.3. PRINCIPLES OF IMPLENETING A CORPORATE SOCIAL RESPONSIBILITY STRATEGY FOR MARKETING PURPOSESIn order to create a proper Corporate Social Responsibility Strategy, and to use this important tool in the marketing aspect of the organization, companies must adhere to several important principles that we consider to be of great importance of the companies (ISQ, 2012)Ethics and transparency accorda nce to the principles of ethics, honesty, mutual respect, trust between the parties, integrity and transparency in business, combat the traffic of influence, offering or receiving bribes and corruption in the public and private stakeholders and influence in this fight, as well how to promote fair good deal practices.Fundamental man Rights fully respect the protection of fundamental human rights based on the Universal Declaration of Human Rights and incorporating into their practices, the principles of fundamental United Nations and International Labor Organization Conventions. Recognize the right of all workers to form trade unions and representative bodies of workers and to comply with these organizations and respect the effective right to collective bargaining.Good governance Organizational commitment to the practices integrated into the social, environmental and economic leadership to the organization, pursuit to reduce exposure to risks of economic, environmental and social activities, implementing requirements, standards and documents, to ensure its continuity.Dialogue with stakeholders Rely on dialogue as the only legitimate means of achieving persuasion, resolving disagreements and conflict resolution. Ensure an open, transparent and trust relation with the various stakeholders, establish channels of consultation with stakeholders and incorporate their concerns, and report a credible and objective performance in its economic, environmental and social.Value Creation Promote management of high quality products/services and processes by integrating environmental and social aspects in planning and decision making. Promote investment in research and development and incorporating innovation in your products/services and processes.Diversity and equality Respect and value differences as a fundamental condition for the existence of an ethical development of humanity and seek to encourage the promotion of cultural diversity, social and ethnic difference a s a positive development of the organizations mission, not tolerating discrimination under any pretext.Environmental Protection and Management Promote projects, initiatives and good practices that contribute to the preservation of the environment. Investing in sustainable technologies and products and enhance the ecological dimension and eco-efficiency.Development of local communities Support initiatives to promote social, economic and cultural, based on transparent criteria for evaluation of relevance to the community. Promote the club and involvement in volunteer work.Responsible Marketing Lead the marketing and communication policy of respect for truth, transparency, consistency and integrity of assertions, reflecting the organizations values. Encourage ethical and responsible behavior from the public to environmental, social and citizenship.4. USING CORPORATE SOCIAL RESPONSIBILITY IN MARKETINGThe concept of Corporate Social Responsibility as we can see it has a great impact on many of the organizations departments and functions. We can not discuss the concept of CSR without taking into consideration the environment, the ethical aspects of consumer communication, the implication in local community and many others. One of the most important aspects and activities that the Corporate Social Responsibility, is the promotion and advertising activities, that the companies undertake when developing CSR strategies and activities.Even when the company undertakes, environmental protection activities, charitable activities, the assurance of diversity and equality and the development of local communities the organizations use them as marketing and brand notoriety increasing agent. Corporate responsibility policies have been gaining increasing attention from senior executives as questions of sustainability and thou agendas have come to permeate business the world over.The business and marketing environment have evolved greatly in the last 20 to 30 years. If we look back at the evolution of the economic world in the last century, we can clearly observe a clear development of this environment. Before we can start to understand the development of the corporate social responsibility as a marketing tool, we have to understand the evolution of the marketing concept in the last century. Philip Kotler has made a short presentation of the marketing concept evolution in his book Marketing 3.0 (2010)EvolutionMarketing 1.0 product orientationMarketing 2.0 consumer orientationMarketing 3.0 value orientationObjectiveTo sale goodsTo satisfy and keep clientsTo make the world a better placePotentiating factorsIndustrial revolutionInformation technologyNew technology waveThe mannerin which companies see the marketMass consumers with physical needsA smarter consumerA human being with heart and soulThe marketing fundamental conceptProduct developmentDifferentiationValuesMarketing general directions for the companyProduct specificationCompany and product posi tioningThe companies mission, vision and valuesProposal value serviceableFunctional and emotionalFunctional, emotional and spiritualInteraction with the consumersTransaction between a company and several consumersAn individualized relationshipCooperation between more companies and consumers seeded player Kotler, P., Kartajaya, H., Setiawan, I., Marketing 3.0 de la produs la consumatori spiritul uman, Publica Publishing House, Bucharest, 2010, p. 20As we can see for the above presented table, we find ourselves in the 3.0 marketing period which is considered to be the orientation of the entire marketing exertion as an actor that create value for the consumer, the company and the society. So from what we can observe we can state that the two concepts have similar interests. Bur right now we find ourselves in the middle of an financial and economic crisis, this position has forced the companies to present themselves as original and responsible.The companies and their managers have pu rsued easy-win strategies or activities with direct commercial benefits, such as measuring and reducing their corporate atomic number 6 footprints. Such activities undoubtedly bring some value to businesses and society, but they fall far short of the mark (Bhattacharya, 2011). What we are slowly starting to see is a second wave of corporate responsibility behavior marked by a clearer focus on the total business value such policies can bring. To fully benefit from corporate responsibility, businesses must wake up to the fact that they need to take a more indirect route to creating value with it. They must start by seeing where and how key stakeholders react to a firms corporate responsibility initiatives.In order to have a successful marketing campaign using CSR strategies and activities there are several steps that have to be taken into consideration (Yohannan, 2012)Start Inside Internal education and engagement is essential for the success of any CSR commitment and campaign. deli mitate CSR must work for the internal stakeholders based on the reality of business practices, their propensity for risk and desire for leadership.Brand or Bust Branding provides a way to tie disparate assets together and provides a framework for key audiences such as employees to contribute and share the companys story.Industry Matters Understanding the material issues of the company are critical. While many companies focus on environment, philanthropy and diversity and inclusion, they may be missing compliance issues or areas that may lead to brand differentiation or leadership.Efficiently Influence Focusing on a handful of sustainability or key opinion leaders in the social post can elevate your companys profile dramatically. Gaining CSR notoriety can provide a halo for an improved reputation and drive core business objectives such as license to operate and sales.Measure Relentlessly Know the end game. While CSR is a journey, it must deliver a spectrum of results every step of t he way. Understand the fate in the business and customize your marketing by audience and channel.Of course there are several advantages for using corporate social responsibility as a marketing tool. Among the most important ones we must consider the following ones (Corporate Social Responsibility, 2007) (1) Enhanced reputation and brand image Reputation is an important sustainable competitive advantage, because it is very hard to build and cannot be easily mimicked by competitors. A organisations reputation results from trust by its stakeholders. A strong reputation in ethical environmental and social responsibility can help a organisation build this trust (2) Increased profit and customer loyalty Research has shown that there is a growing desire by consumers not only to purchase good and safe products, but they also want to know that what they buy was produced in a socially and environmentally responsible way such as sweatshop-free and child-labor-free clothing, smaller environ mental impact (3) Creating new business opportunities Experience gained through addressing CSR challenges also provides opportunities for organizations to create new business opportunities. (4) Increased ability to attract and retain employees A organizations dedication to CSR can be an important aid to recruitment and retention compared with competitors. People want to work for a organization that is in accordance with their own values and beliefs (5) Increased productivity and morale Committing CSR internally to improve working conditions, lessen environmental impacts can lead to increased productivity and staff morale where the workforce are more reliable, enthusiastic and efficient. (5) Innovation in market through cooperation with local communities CSR requires cooperation with the local communities and relationships can be improved. This can help organisations in tailoring products and services as well as more rapid acceptance to local markets.5. CONCLUSIONSThe concept of Corporate Social Responsibility is in the same time a new and a old one. As we were able to see, CSR has developed in practice since the late 1800 as philanthropic activities. But today, this concept has evolved to take into account several other aspects like (1) environmental protection (2) implication in local communities (3) involvement in social, educational activities and (4) internal and external business environment. In order for the managers and their companies to bee successful in their marketing campaigns they must use CSR as a marketing tool following and being aware of several important principles Ethics and transparency Fundamental Human Rights Good governance Dialogue with stakeholders Value Creation Environmental Protection and Management Development of local communities Responsible Marketing. Using all these principles and a responsible CSR activity towards society, the consumer and ethics in general, the companies will have successful marketing and profitable activ ities. speed of light and newton Cycles Model of Chemical CyclingCarbon and Nitrogen Cycles Model of Chemical CyclingThe general model of nutrient cycling shows the main reservoirs relating to both the carbon and atomic number 7 cycles. Most nutrients accumulate in tetrad reservoirs, each of which is defined by two attributes whether it contains organic or inorganic matter and whether or not the matter is directly accessible for use by organisms. One section of organic materials is comprised of the donjon organisms themselves and detritus these nutrients are available to other organisms when consumers feed and when detritivores (decomposers) consume non-living organic matter. The second organic section includes fossilise deposits of once-living organisms (i.e. fossil fuels, e.g. coal, oil, natural gas and peat), from which nutrients cannot be assimilated directly. Material moved from the living organic section to the fossilised organic compartment long ago, when organisms died and were buried by deposit over millions of years to become coal, oil, natural gas or peat.The Carbon Cycle.Biologically the transfer of carbon between living organisms and the non-living environment is The Carbon Cycle. In the line, carbon is covalently bonded to oxygen to form a gas carbon dioxide (carbonic acid gas). As a result of the process of photosynthesis (powered by light energy, usually from the Sun), carbon dioxide is extracted from the atmosphere to make plant food from carbon. The process is called wadation the integration of CO2 into the molecules of organisms. The majority of CO2 fixation is accomplished by photosynthesis, in which photosynthetic organisms form carbohydrates from CO2 and water (H2O), using light energy to drive the biochemical reactions involved. Photosynthetic organisms make use of carbohydrates to manufacture other organic molecules that make up their cells, e.g. cellulose, lipids, proteins, and nucleic acids. Inorganic CO2 in the atmosphere i s converted by photosynthetic organisms via the process of photosynthesis into simple carbohydrates.Carbon dioxide+water(+ light energy)glucose+oxygen6CO2+6H2O(+ light energy)C6H12O6+6O2Herbivores and omnivores obtain carbohydrates and other more complex substances by consuming photosynthetic organisms and metabolise (chemically prepare down) the carbohydrates and complex substances into useful constituents for their own bodies/cells/molecules. Carnivores obtain these useful substances by eating herbivores/omnivores. Carbon dioxide is released back into the atmosphere when organisms undergo the process of cellular ventilation small amounts of CO2 are released into the air by the decomposition of dead organisms by the action of certain bacteria and fungi (detritivores) the majority of this CO2 returns to the atmosphere to be available for re-use in further photosynthesis.Carbon-containing substances from photosynthetic organisms are required by animals and some microorganisms in or der to produce energy and as a source of materials to drive many of their own biochemical reactions this is essential to such organisms.Glucose+oxygenCarbon dioxide+water+ brawn (ATP + heat)C6H12O6+6O26CO2+6H2O+ Energy (ATP + heat)The reciprocal processes of photosynthesis and cellular respiration are responsible for the major transformations and movements of carbon. On a global scale, the return of CO2 to the atmosphere by respiration is closely balanced by its removal by photosynthesis. However, the burning of wood and fossil fuels adds more CO2 to the atmosphere as a result, the amount of atmospheric CO2 is steadily increasing.Humans have an impact on the amount of CO2 released into the atmosphere with the use and burning of fossil fuels these actions also release CO2 into the atmosphere.Not all carbon-based matter is immediately decomposed. Under certain conditions dead organic matter accumulates more rapidly than it is decomposed within an ecosystem. The remnants are locked a way in subterranean deposits. Fossil fuels will be formed when deposits of sediment compress this matter this process takes many millennia. Continuing geological processes may expose the carbon in these fuels to the environment after an extensive period of time, but mostly the carbon within the fossil fuels is liberated during human activities, e.g. use of fossil fuels for combustion.Carbon, in the form of CO2, is the major greenhouse gas released to the environment/atmosphere as a consequence of human activities. The continuing discharge of greenhouse gases (CO2 is just one greenhouse gas) is causing the temperature of the earth to rise, disrupting the climate and affecting sea-levels. Sometime around the middle of the 18th century the industrial revolution began. Since then the concentration of CO2 in the atmosphere has increased by approximately 40% and will carry on increasing unless society reduces or eliminates the consumption of fossil fuels.The victimisation of fossil fuels for energy has resulted in the rise in atmospheric CO2 concentrations. Additionally over 30% of the CO2 rise over the last one hundred fifty years came from transformations in land use. These include deforestation and the cultivation of land for food production.The primary source of carbon/CO2 emissions from the Earth is as a result of tectonic or volcanic activity. lots of the CO2 released as a result of tectonic or volcanic activity is derived from the subduction of rocks including carbonate rocks. Much of the overall released CO2 was trapped when the Earth formed. Some discharged carbon remains as CO2 in the atmosphere some is dissolved in the oceans some is incorporated into organic molecules in living or dead/decomposing organisms, and some is trapped in carbonate rocks. Carbon is removed into long-term store by burial of sedimentary strata (e.g. coal), that store organic carbon from un-decayed biomass and carbonate rocks e.g. limestone (calcium carbonate). The processes of tectonic movement and subduction release some of the CO2 through vents such as volcanoes (above and below ocean surfaces).The Nitrogen CycleAlthough Earths atmosphere is almost 80% nitrogen, it is mostly in the form of nitrogen gas (N2), which is unavailable to plants and hence to consumers of plants.Green plants absorb nitrogen in the form of nitrates dissolved in the primer water. They use these nitrates to make proteins or nucleic acids these proteins or nucleic acids are passed on the food chain as herbivores eat plants and are then themselves eaten by carnivores. In this way the nitrogen taken from the soil becomes incorporated into the bodies of all types of living organisms.The nitrates are returned to the soil in a number of ways. Urine contains urea, a breakdown product of proteins, and proteins are also passed out in the faeces, so the use passed out of animals bodies contains many nitrogen-rich compounds. Similarly, when animals and plants die their bodies contain a la rge proportion of protein. Some of the detritivores that break down the waste products from animals and the bodies of animals and plants specifically digest the proteins. As detritivores break down the protein they excrete ammonium compounds. These ammonium compounds are then digested by nitrifying bacteria which excrete nitrates, which are returned to the soil to be absorbed by plants again.By the time the microbes and other animals that feed on decaying organic material (detritus feeders) have decomposed the waste products and the dead bodies of organisms in ecosystems, all the energy originally captured by the green plants in photosynthesis has been transferred to other organisms or back into the environment itself as heat or mineral compounds.A natural pathway for nitrogen to enter ecosystems is via nitrogen fixation. Only certain organisms (prokaryotes) can fix nitrogen, i.e. convert N2 to molecules that can be used to synthesise nitrogenous organic compounds e.g. amino acids. Prokaryotes are vital links at several points in the nitrogen cycle (see picture on next page). In terrestrial ecosystems nitrogen is fixed by free-living (non-symbiotic) soil bacteria as well as by symbiotic bacteria (Rhizobium) in the root nodules (also called nitrogen nodules) of legumes and certain other plants. Some cyanobacteria fix nitrogen in aquatic ecosystems. Organisms that fix nitrogen are fulfilling their own metabolic requirements, but the excess ammonia (NH3) they release becomes available to other organisms.A major contribution in terrestrial and aquatic ecosystems to the pool of nitrogenous minerals is the industrial fixation of nitrogen for fertiliser this is in addition to the natural sources of useable nitrogen.The direct result of nitrogen fixation is ammonia (NH3). Since NH3 is a gas, it can evaporate back to the atmosphere. This local recycling of nitrogen by atmospheric bank deposit can be especially pronounced in agricultural areas where both nitrogen fert ilisers and lime (a base that decreases soil acidity) are used extensively.Although plants can use ammonium (NH4+) directly, most of the ammonium in soil is utilised by particular aerobic bacteria as a source of energy their activity oxidises ammonium to nitrite (NO2) and then to nitrate (NO3) the nitrification process. Nitrate released from these bacteria can then be assimilated by plants and converted to organic molecules e.g. amino acids and proteins. Animals can assimilate only organic nitrogen, and they do this by eating plants or other animals. Some bacteria utilise nitrates, under anaerobic conditions, to obtain the oxygen they need for metabolic process from rather than from O2. As a consequence of the denitrification process, some nitrate is converted back to N2, returning to the atmosphere. The process called ammonification, mainly carried out by bacterial and fungal decomposers, is the decomposition of organic nitrogen back to ammonium this process recycles large amounts of nitrogen to the soil.Overall, most of the nitrogen cycling in natural systems involves the nitrogenous compounds in soil and water, not atmospheric N2. Although nitrogen fixation is important in the build-up of a pool of available nitrogen, it contributes only a tiny fraction of the nitrogen assimilated annually by total vegetation. Nevertheless, many common species of plants depend on their association with nitrogen-fixing bacteria to provide this essential nutrient in a form they can assimilate. The amount of N2 returned to the atmosphere by denitrification is also relatively small. The important point is that although nitrogen exchanges between soil and atmosphere are significant over the long term, in most ecosystems the majority of nitrogen is recycled locally by decomposition and re-assimilation.

Protection of Biometric Templates

Protection of Biometric TemplatesProtection of Biometric Templates Stored on an Au becausetication humour by Salting the TemplatesProblem StatementThe proposed research addresses the problem of security measure of biometric selective information inventoryd on guidebooks employ a organisation-on- taunt approach for overbold tease by proposing a system to salt the templets.Research StatementThis research proposes a robust and resilient regularity to salt the guidebooks stored and cope withed on-card. It put ups a salt utilise a fingermark template of a randomly chosen finger, the serial consider of earmark card and a system generated random PIN. The salt is utilisationd to encrypt the templates of contrary fingerprint templates created and stored on card. During dependableation, a template of the finger chosen randomly to set the salt during the enrollment phase is obtained and a PIN is entrustd by drug drug user. These two inputs along with the serial take of card is apply to prepargon the salt and again encrypt the live template extendd by user for authentication. Once, the stored encrypted template and the created encrypted template matches, the user potty be considered genuine and portioned advance further. This method is implemented on system-on-card shiny cards to provide users more security and privacy.AbstractThis research proposes to provide a secure method to prep atomic weigh 18 salt for encryption of templates stored on the authentication card exploitation what I am, what I have and what I know which is highly resistant to known issuerages against match on card technology.The user exit be provided with a deep brown card with an embedded fingerprint reader on the card. The user has to provide a fingerprint which will be captured by reader embedded on-card and this fingerprint will be used to prepare salt along with serial publication of Java card and a 4-digit PIN input by user. The salt will be vigilant t o encrypt the live template of an opposite fingerprint chosen randomly by system, generated by the system on Java card. The encrypted live template and the stored season template will be compared to establish if the user is genuine or not. The user will be authenticated based on the values of decision if it passes a certain threshold value.ResourcesThe resources we intend to use to complete this research is Google Scholar, IEEE Xplore, Research Gate.Connection to the courses of the MISSM ProgramVarious courses of MISSM program are linked to the proposed research as depict belowCryptography The fundamentals of Biometrics and JAVA card technology, using challenge and response for any type of environment much(prenominal) as banking, high-security settings etc. Also, RSA certificates for web authentication during dialogue with server.Security policies Different policies and standards governing the management of biometric data i.e. ISO/IEC standards etc. Also, unalike policies that skunk be implemented to ensure sound use of proposed method.Governance insecurity and Control Considering the advantage of defense-in-depth concept by adding an additional layer of security for the notion of risk management in physical access authentication /security. examine of related research The research related to this proposal contains the discussion of match-on card and system-on-card approach and how system-on-card technology provides additional security and privacy to user. The review is divided into 4 section as expound belowfingermark Authentication SystemsBiometrics are automated methods of establishing a persons identity based on his/her physical or behavioral characteristics 1. There are various physical characteristics that burn down be used for authentication system such as iris, fingerprint, palmprint, hand vein anatomy etc. For each biometric authentication system, a biometric is chosen based on various factors such as Universality, Uniqueness, Accuracy, Mat urity, Durability as described in flip Cards and Biometrics 2. fingerprints is most astray used from the date of origin of biometrics. The following matrix table clearly shows that fingerprint is most suitable biometric indication that can be used.Fig 1. Report of Defense Science Board Task Force on Defense Biometrics 2Like any other authentication system, fingerprint authentication system also consists of four basic fundamental components Input mechanism, Matching methodologies, Decision making procedures and database of biometric info. A conventional biometric authentication system consists of two phases Enrollment and Verification as explained in Fig 2 3.Fig 2. Framework for Fingerprint Authentication System 3During Enrollment phase, user is asked to input a fingerprint. Different features are extracted from this fingerprint and a template is created by a one-way play that transforms the features extracted into a mathematical form using different numbers. This template is stored in a database which is used during second phase of authentication i.e. Verification.During Verification phase, user is again asked to provide fingerprint. Again a template called live template from the input fingerprint is generated and then the stored template in database and live template are compared to authenticate the user as genuine or not.The proposed research focus on template certificate algorithm to protect the biometric template (or reference) before storing them in database. Templates are generated by extracting specific features from a biometric trace (in this case it is fingerprint) of user. The template is a short hand description 12 which provides essential information intimately the pilot burner fingerprint. Templates can be stored in database as such without passing them through any protection algorithm, which will save time and less resources are required for whole process. But unprotected templates are actually serious threat to the integrity of whol e fingerprint authentication system (or any biometric authentication system). Also, the template can be easily manipulated and is used for hie of comparison.As demonstrated by Ross et. al. in 13 that information can be extracted out of the template and captain fingerprint can be regenerated. In their paper, cardinal level of information was obtained from the minutiae template of fingerprint. The information about orientation field, fingerprint class and friction ridge structure was extracted out and based on that information the fingerprint was synthesized again. It proves the notion that striketing genuine fingerprint from the template is nearly impossible to be untrue. Hence, the protection of template is very crucial and cannot be ignored.Fingerprint templates are generated from specific features of the fingerprint input by user. Fingerprint template includes information for each minutiae point, such are position of the point on an XY-axis, surmount of one minutia from all others or gradient information of each minutia. Gradient information gives the slope of the line segment extending from minutia being described 12 as shown in fig. All this information for each minutia of a finger makes a fingerprint template for a finger. Similarly, template for each finger can be constructed and stored in database. Templates can be a two dimensional matrix in which rows represents each minutia and column represents different type of information about that minutia. Examples of standardized and widely used template formats are ANSI INCITS 378-2004 and ISO/IEC 19794-2.ANSI INCITS 378-2004 template format consist of three standards for fingerprint data interchange which are as followsANSI INCITS 377-2004 Finger Pattern entropy Interchange FormatThis standard defines the content, format and units of measurement for the exchange of finger regard data that may be used in the verification or identification process of a subject 14. It exchanges unprocessed image of fing erprint. This standard is used where there is no limit on the resources such as computer memory and transmission time.ANSI INCITS 378-2004 Finger Minutiae Format For Data InterchangeThe Finger Minutiae Format for Data Interchange standard specifies a method of creating biometric templates of fingerprint minutiae, such as ridge endings and bifurcations 14. The structure of minutia data format is defined in the figure below. The extended data blocks contain additional information about the minutia.Fig complex body part Minutia Data Format extracted out from 14.ANSI INCITS 381-2004 Finger Image-Based Data Interchange FormatThe Finger Pattern Based Interchange Format standard specifies a method of creating biometric templates of fingerprint biometric information using ridge pattern measurements found in fingerprints. The fingerprint image is reduced and then grouped into small cells of 5*5 pixels. Then these cells are analyzed separately 14.The template generated may be used for two p rincipal purposes 14 which are identification and verification. In both cases a live template is generated from fingerprint input by user is compared with the template stored in database. The chances of these two templates being an exact match is very small because of dirt, injury or poor quality of fingerprint itself 14. Therefore, a threshold value is specified which is called a correlation coefficient 14. The value of this coefficient essential be set limited to the application. This is because, if this value is high then there a high chance of FRR and if this value is low, then there is high chance of FAR. Examples of application of fingerprint authentication system are law enforcement for identification of criminals, airports to provide rapid services to a high number of passengers etc.In a conventional fingerprint authentication system, there are various points of glide path as identified by Ratha et. al. 4 which can be exploited by an adversary as seen in Fig 3 5. Differe nt attacks that can be performed on these points can be grouped into four categories 5Attacks at user interface These types of attacks use shammer finger made of gelatin or latex and fabricated fingerprint is granted as input to reader device that captures the fingerprint. These types of attacks can be excuse by developing hardware and software solutions more splendid to the liveness of the fingerprint.Attacks at interfaces amidst modules Different modules of fingerprint authentication systems communicate with each other. For example, fingerprint reader sends the fingerprint image to feature extractor module (Fig 3) through a conversation channel. And if, this channel is not secured physically or cryptographically 5 then the data can be intercepted and assailant can get access to the original fingerprint. Another attack that can be performed is to launch replay or hill- climbing attacks 5.Attacks on the modules An adversary can attack either the communication channel or the modules itself. If the channel is secured using cryptographic measures that does not secure the complete authentication system. An attacker can execute various attacks to take possession of modules and force them to work according to his/her will and intentions. This can cause system to cross even the legitimate user and allow illegitimate user by feeding wrong input or modifying the decision.Attacks on the template database The templates stored in database can be attacked and is one of the most potentially damaging attack 5. These attacks can be performed either to modify the templates or retrieve the original fingerprint.Fig 3. Points of attack in a generic biometric authentication system 5All these attacks can compromise the authentication system and present a threat to access privileges of sensitive data or location. Some of the attacks that can be performed and described in figure above include presenting synthetic finger made from either silicone or gelatin. This synthetic f inger has a fingerprint printed on the side facing the sensor. Then this fake finger is used to give system input. This attack can be promiseed by improving the liveness detection of the hardware as well as software as described in 15. instant replay of old data can be mitigated by limiting the number of attempts an individual can make before permanently locking out the person from the system. Communication channel which is used to transmit template from database to matchmaker module can be intercepted and template can be obtained while in transit. So, additional security measures are needed to be taken such as establishing encrypted channels which is again an overhead. If the template is modified in transit, then attacker can perform DoS attack and prevent genuine user from getting access to the system. Similarly, if the final decision can be modified and allows the sustain to enter into system. Also, if the matcher is overridden by attacker then the decision of the matching is compromised without any doubt and indeed, the whole system is compromised.Smart CardSmart cards are also called Integrated Circuits Card (ICC) in ISO/IEC 7816 standard. These types of cards are made of plastic with a metallic chip inside it. There are two types of chips as described in 11 which are memory chips and microprocessor chips. Memory chips consists of control logic 11 and are used for storage purposes. These chips are used to store data only. Whereas, microprocessor chips have a programmable processing unit along with a calculation unit and little storage to carry put various operations. A plastic card with microprocessor chip is called smart card 11.These type of cards can be used for various purposes such as payment, authentication, document storage, takeout files storage etc. For different applications of the smart card require different operations to be performed by CPU embedded in the chip. CPU of the smart cards require power to carry out the operations which is t he reason that a card reader device is necessary component of the authentication system. The smart card and card reader last communicates with each other to transfer data.Terminal requires different information and responses from the card to carry out the desired operations. To get required service, terminal sends a request to the card which is received by on-card application and executes the operations as requested and provide terminal with responses. The communication between the card and the terminal is protected by establishing a secure channel. Also, different cryptographic algorithms are used for protection of information transmitted between terminal and the card. These algorithms are processed using the calculation unit embedded in the microprocessor chip. The secure channel is established using cryptographic protocols. The transmission occurs similar to communication using OSI reference model 11.The transmission of data between card and the reader takes place in units calle d APDU (Application Protocol Data Unit). There are two types of APDUs which are categorized as command APDUs and response APDUs. ISO/IEC 7816-4 defines a command set consisting of various commands (some are mandatory and others are optional) for development of the applications by different industries. The basic idea behind this approach is that an application developed by any vendor will be compatible with the chip card. Structure of APDU can be found in Appendix.Smart cards have card managers to administer and manage all the card system services 12 and operations. It can be viewed as an entity that provides functions very similar to runtime environment of card, represents the card issuer and verifies the users identity. It can also be seen as three different entities as described in GlobalPlatform Card Specification 2.1.1, as followsThe GlobalPlatform EnvironmentThe Issuer Security DomainThe Cardholder Verification MethodsIssuer Security Domain can be considered as entity represent ing card issuer on-card. It consists of data that shall be stored on-card as listed below 12Sr, No,Name (Tag of ISO/IEC 7816) commenta.Issuer Identification Number (Tag 42)Maps the card to a particular card management system.It is of variable length.b.Card Image Number (Tag 45)use by card management system to identify the card among its database.Also, has variable length.c.Card Recognition DataProvides information about the card before communication starts between card and card management system.It is contained in Directory Discretionary Template (Tag 73)d.On-card key InformationDifferent keys are stored in persistent memory of card. describe consists of various attri unlesses such as key identifier, key version number, associated cryptographic algorithm and key length.All key components associated with an entity (e.g. symmetric and asymmetric key are two different entities) has corresponding key identifierKeys are managed by Issuer Security DomainThese data in Issuer Security Doma in can be accessed using GET DATA command.Fingerprint Match-on-card and Fingerprint System-on-cardIn a conventional biometric authentication system, a template generated during verification is sent to server where it is matched with the stored template in database. Live template must be protected against attacks while in transit to server. Even though templates are results of one-way function but original fingerprint image can still be prepared using different attacks.To address the problem of template compromise in transit, modules of biometric authentication systems described in Fig 3 can be grouped together. These types of groupings can be used to counter the attacks described above. In the article Encyclopedia of Biometric, subgenus Chen Tai Pang, Yau Wei Yun, Jiang Xudong and Mui keng Terrence explained four different types of approaches that can be taken to group the modules and placing grouped components of authentication system on an authentication card (which is also called a smart card) such as Java card. These approaches are a) Template on-card b) Match-on-card c) Work sharing on-card d) System-on-cardThis research focuses on limitations of Match-on-card approach and features of System-on-card approach that overcome these limitations. These approaches are described below. Also, the limitations and how they affect the integrity of biometric authentication system is also defined.Match-on-card is defined as the process of performing comparison and decision making on an integrated roundabout (IC) card or smartcard where the biometric reference data is retained on-card to enhance security and privacy 6. During enrollment, the template generated from the fingerprint is stored on the secure area of cards storage. To attain on-card matching, live template is generated afterwards capturing and feature extraction of fingerprint of user using an interface device. This live template is uploaded to the card for verification process.On-card matching follows th e same process flow as defined in fig 4 but with Matcher and Database module that has stored template on-card. Matching function executes on- card quite an than on a server. This solves the problem of attack on interfaces of modules described above. Fig 3 explains match-on-card process for biometric verification 6.Fig 4. On-card matching process 6 drug user inputs his/her fingerprint using Biometric terminal. Features are extracted from the input and a live template (or here its called query template) is generated. This query template is generated off-card but sent to card for matching. Cards matcher module retrieves the stored template from the secure storage area of card and compare two templates. This comparison result is handed over to on-card application and thus, original template and the result always resides on the card. Dotted line represents the application firewall that restricts the access of application to matching module 6.Attacks on interfaces between modules also st ems to attacks on database in which templates are stored. If the interfaces or the communication channel is compromised, then the data travelling among different modules can also be compromised. If not intercepted, at least alteration can be performed to execute DoS attack for a legitimate user. To deal with this limitation, system-on-card approach can be used.System-on-card means the whole biometric verification process, including the acquisition, is performed on the smartcard. The smartcard incorporates the entire biometric sensor, with processor and algorithm 6.Fig 5. System-on-card Technology 6Smartcard equipped with fingerprint reader is inserted into an interface device which provides time and power to card. Then user is asked to provide his/her fingerprint which is captured by the fingerprint reader on-card. Different features are extracted out from the fingerprint and different incorporated algorithms on-card 6 transforms that input into a mathematical form (template). The template is stored in secure area of cards storage. The whole process takes place on-card providing more security and privacy to user. System-on-card is more secure because the template stored and query template is always present on-card and only the result is sent to host-side application.Template SecurityThis research focus on the security of the template before storing it in database. Fingerprint of an individual is very unique. It makes it an ideal factor for authentication systems. No two persons can have same fingerprints providing high security, privacy and integrity to authentication systems using fingerprint. Even though this makes the biometrics strong among all other factors of authentication but it also is its weakest point. Unlike any other computational algorithms, biometric information of a person is unique and once compromised, cannot be recreated. It makes the protection of templates very crucial to protect the integrity of biometric authentication systems.Two appro aches can be considered to secure the templates. Either, a) database can be protected against different attacks by implementing various security measures such as firewalls or b) templates can itself be protected against attacks so that even if the database is compromised, original fingerprint can still be protected. Since, the template itself is very specific information which makes it quite useless for attacker to get original fingerprint image from template. But it is still possible to create original fingerprint using the algorithm defined in 13.According to ISO/IEC 24745 7 standard, all the Biometric Template Protection Systems must fulfill three main requirementsNoninvertibility It should very difficult to retrieve the original template from the final protected template reference stored in database. The noninvertibility prevents the abuse of stored biometric data for launching spoof or replay attacks, thereby improving the security of the biometric system 3.Revocability It shou ld be computationally difficult to obtain the original biometric template from two-fold instances of protected biometric reference derived from the same biometric trait of an individual 3. It makes it possible for issuer to issue a new template to user in case of a compromise, without bothering about the probability of success for an attacker using the old template.Nonlinkability It should be tough to establish relationship among different instances of templates derived from same biometric characteristic of user. The nonlinkability property prevents cross-matching across different applications, thereby preserving the privacy of the individual 3.Methods for Biometric Template ProtectionAs described by Anil K. Jain, Karthik Nandakumar and Abhishek Nagar in their article Biometric Template Security 8, Template protection schemes can be categorized into two main groups viz. feature transformation and biometric cryptosystem as shown in fig 6.Fig 6. Template Protection approaches 8In fea ture transformation, a feature transformation function is applied to the biometric template 8. The new template generated after feature transformations is stored in database rather than the template generated after feature extraction. This transformation provides more security because it makes the template more random and make it almost impossible for attacker to guess the original template and hence more difficult to obtain original fingerprint image. Two methods for feature transformation are Salting and Nonivertible transform.Salting It is also called biohashing. In this approach a biometric template (fingerprint template, here) is taken as input and a mathematical function is applied defined by a specific key. A token number or a key is used to increase the entropy of the template and so makes the template difficult for attacker to guess 2. Salting is the name given because the key used in this method is called salt to protect the template. This approach is invertible which mean s using the key, original template can be obtained from change template. Transformation function that satisfy the requirements of this approach can be designed.Noninvertible Transform This approach is similar to previous one i.e. salting with a little rest that this method is invertible which means a transformed template is very difficult to invert to original template. Non-invertible transform refers to a one-way function that is easy to compute but hard to invert 8. Hence, more security is provided in this approach because if the key is known to attacker, he/she still cannot retrieve original template.Comparing these two approaches based on the description above, non-invertible transform seems an obvious choice for security. But thats not true. This is so because, salting in invertible but it supports revocability property of biometric template protection. It means if a key is leaked and transformed template is accessible to attacker then the template can be easily replaced usin g a new key. Also, key usage causes low FAR. Whereas, non-invertible transform presents a tradeoff between discriminability and non-invertibility 8. It means the transformed template using different features of same user should be same but different from another user along with fulfilling noninvertible property. It is difficult to design such transformation function 8.Salting is through using a specific key or token. Any key or token used for salting is secureDescription of Proposed ResearchConsidering the above knowledge, the research will focus on a method to protect the template stored on card. The proposed method will protect biometric template stored on card by salting the template. The research will focus mainly on the proposed method of salting the template. Also, other elements as required will be included in the research to propose a robust and secure system that use the method for salting. It is assumed that enrollment phase is done in a secure environment and verification phase can be done in an untrusted zone.The research will look deep into the method to develop a more random and strong salt for biometric template protection. System-on-card approach will be used because of the privacy and security level provided is supreme as shown in Fig 7. All the computation and execution is done on card and the terminal is only sent the final YES/NO to grant access to user.The method uses following elementsAuthentication card with fingerprint reader embedded on cardVarious TemplatesRandom Number Generator accompanying Number of Java CardPINCryptographic Certificates using RSA asymmetric key cryptographyCounterThe proposed method uses three fundamental components of biometric authentication systemWho am I (Live Template)What I have (Authentication Card)What I know (PIN)These three components are not only used for authentication of a user but also for salting the template stored on card.At the time of enrollment, Java card with fingerprint reader is inserted in to the terminal (to provide power and time to card). User is asked to input fingerprint (who I am) of a finger chosen randomly by system. Then the system generates salt using serial number of Java card (what I have) and randomly generated 4-digit PIN (what I know). User has to remember this PIN for verification as it will be forgotten forever after enrollment process is finished. Salt prepared by combining three components is then used to encrypt the templates to be stored on the card.Fig 7. Java card with fingerprint readerSalt prepared can be written in a generalized form asSalt = Serial number of authentication card + Template of fingerprint from a finger chosen randomly + Randomly generated PIN by enrollment system.During verification, the users inserts the card into terminal and has to provideFingerprint used during enrollment phase to prepare salt4-digit PINUsing these inputs and the serial number stored on the chip of Java card, the salt is prepared again. Then user is asked again to provide fingerprint of a randomly chosen finger by system. A query template is generated again and is salted using the salt prepared. Then two salted templates are compared, and if decision pass the threshold value then user can be considered authentic and the decision is sent to server through terminal to grant user access. Certificated signed with digital signatures using RSA asymmetric encryption (using 4096 bits) are used for communicating the decision with server. Each time a decision is sent to server, counter on server increments by 1, if the user fails to authenticate otherwise resets to zero.If the counter reaches 4 (user fails to authenticate itself 4 times consecutively) then the Java card is blocked and requires reset by issuing body. Performing all the activities (from reading fingerprint to decision making) on-card, provides highest security, little privacy concern, interoperability, scalability and mobility 9.To summarize the whole process, it can

Branding Cities for Tourism

defacementing Cities for TourismINTRODUCTIONIn the times that we live in, everything from harvests, services, people, to come out of the closets atomic number 18 tick offed. This is no more an interesting merchandise technique, instead the ask of the hour today. While there are some critiques of the c erstpt, fix Branding is meet a well accepted theoretical development by merchandise gurus in the gentlemans gentleman.The years where the big cities utilise to compete with one a nonher for placing headquarters of multi-national companies are gone. To a great extent, this paradigm shift bottomland be attributed to technological advances and grueling of regulations crossways the world. Therefore, cities back end now carve their own niche for a separate value hypnotism they throw off on offer.A great deal of research has been conducted on the construct of urban center mark some of the identified requirements for city brand are lead, schema and creativity. It is i mportant to hold in that a city is widely different from a product, yet has its set of similarities. The greatest point of distinction is that a city is a single product, which cannister be multi-sold. Therefore, it is imperative that a city defines its cross segments clearly. In broad names, the customers for a city are people who live there, i.e. a citys inhabitants, people who bring give away job there (the creative class) and people who stay there (contribute to the city through tourism).A city cannot function without its people, who form the stakeholders for the city. A city stigmatization exercise to a great deal is driven by the innovation of leaders. Leadership includes a citys citizens, government actorities, private and public companies, launchings, etcetera The key to city stigmatisation is that there is no hierarchy in the organizational expression for a citys leadership board. They either are equal partners, who take strategical decisions together, exec ute it as a group and therefore, enjoy the benefits or bear the risks equally.In order for a city to be a good brand, the city should have distinctive, differentiated characteristics, which can be easily identified by the target group. A city branding exercise requires a city to have accredited basic characteristics, without which branding cannot be successful (Winfield-Pfefferkorn, August 2005)The city must offer attractive employment opportunitiesThe purchasing power of the citizens should be reason qualifiedIt should nominate reasonable living conditionsThe public transport system should be in regulateEducation and recreational facilities should be presentBranding, if executed well has the efficiency to infuse life into the city. It has a direct bearing on the work of urban and economic planners for the city. The key is to call the promise of a value that a city has, i.e. what is it that the city offers which can keep the businesses, institutions and residents attracted and interested in the city (Gelder Roberts, Branding Bring Life to a City, 2006).In end of city branding, the mapping of branding is not just strategic or visionary in nature. The value of the brand is built at every point of contact with the consumer through the experiences that the consumer has at that point. Therefore, relying only on the physical characteristics of the place is not enough. It is each experience which defines the im historic period of the city in the consumers mind (Baker, 2007)Therefore, the passage of city branding is interesting albeit very complex in nature. There are no one-size-fits-all phenomena for city branding. Each citys stakeholders need to think individually about their city and identify the differentiating characteristics, the strengths and weaknesses and the areas which need work to execute a meaningful, strategic city branding transit.LITERATURE REVIEW DECIPHERING CITY BRANDINGIn the competitive age today, virtually nothing has a strategic comp etitive advantage. Therefore, the cities as well are competing with one another for attention, tourism, talent, in timets, investment etc. (Sicco van Gelder, June, 2008). The author points out the days where the big cities utilise to compete with one another for placing headquarters of multi-national companies are gone. To a great extent, this paradigm shift can be attributed to technological advances and lowering of regulations across the world. Therefore, cities can now carve their own niche for a separate value proposition they have on offer.At this point, the author points out that the traditional methods of advertisement with CNN or pepping up the proposal in terms of commercial, industrial or cultural spaces is no more enough to lure consumers onshore. This is the intrusion of requirement of a branding strategy for a city. He urges the reader to think about how a value proposition needs to be devised from analyzing which human face of the city can be apply to differentia te itself.He further explains, the three main heads with are required for branding of citiesLeadershipStrategy creativityLeadershipThe author has identified Leadership as the most crucial component of any city branding exercise and how if leadership is taken into consideration, strategy and creativity can be built around it. The first step to leadership is identifying who are the stakeholders of the city, who would work as partners in the a combined structured goal of re-structuring the city, because unless all the stake holders are on the equivalent page, a restructuring, branding or any such(prenominal) activity can be successfully implemented.In addition to this, it is important to realize that unlike a company, in baptismal font of a city all the shareholders are equally responsible for a city branding exercise forming a hybrid type of organization. What is required is a federation where all of the key stakeholders regard each other as equals, regardless of their power or r esources, where their individual contributions are valued because, without them, the city lead not realize its full potential.Another important characteristic of leadership is that the leadership should be shared in nature, because a partnership can be created but an effective execution requires the participants to take care of their own agendas along with a collective decision making. Shared leadership in a brand partnership requires a far greater degree of common apprehensiveness and joint thinking than traditional forms of leadership in the public and private sectors. All the partners should be keen, eager and willing to work together. A city branding exercise is a collective wisdom which is driven by team work. The author points out that there whitethorn be various conflicts of interest, opinions, timing issues, etc. However, the stakeholders need to work together irrespective.At this point the author introduces the concept of a Brand Management shaping, where he illustrates that the role of a Brand Organization is to devise a clear cut branding strategy for the city, i.e. policy changes, re-look at the concerned areas, investment, city attraction strategies, etc.Thus, in the area of brand focus as a whole, a city branding provides the next lessons, according to the authorThe partnership of the stakeholders is an on-going deal. Their work cannot be skewed towards anyone and it doesnt end once a strategy formulation is over.The partnership is not an elitist society newer members need to be added from time to time. The partnership needs to evolve as time changes.The partnership needs to take timely reviews of the brand strategy and be fluid in making the necessary amendments from time to time.The partnership cannot work in a silo. It needs to motivate the citizens of the city to work together with the brand strategyStrategyThere are three forms of strategy which exist Business Strategy, Brand Strategy and Marketing Strategy (Gelder, The new imperatives for international branding Strategy, Creativity and Leadership, January, 2005). The author further illustrates that the business strategy is an overall phenomenon, which further dictates the branding strategy. The branding strategy further dictates what differentiates the brand (in this case, a city) from others, what is its unique value proposition, believable, and likeable. Based on these strategies, the promotion design, pricing, delivery, etc. can be decided. To execute the branding strategies, the market strategy is devised. The marketing strategy according to the author is translating the brand proposition as value for the stakeholders.As Illustrated earlier all of it revolves around leadership. The author insists that leadership is the key to the three types of strategy, which has direct implications on a successful implementation on the workforce.CreativityCreativity as the secern suggests is about ideas (Gelder, The new imperatives for global branding Strategy, Creativ ity and Leadership, January, 2005). Creativity according to the author can be of two types Thinking of existing scenarios in a different manner or coming up with completely new ideas. Creativity forms an inherent component of the entire strategy design. The author explains through the ideas of Jeff Mauzy and Richard A. Harriman, who introduce the concept of systemic creativity, which is further argued by Nicholas Ind and Cameron Watt that creativity is the fluidity within the organization which breaks down barriers.The author illustrates that creativity is not restricted to the mere ideation process, but should be implant in every aspect of a strategy.Creativity is not the same as innovation, which may be termed applied creativity. Creativity is also not the same as improvement, which may be termed routine creativity. However, twain innovation and improvement require pure creativity to functionTo conclude, the author insists that one without the other is pointless. For a successful execution of a branding process, they all need to work in tandem with one another.WHY BRAND PLACES?Kotler explains how place branding and marketing results in the overall growth of the place and value for the involved stake holders. The equation is quite simple actually, branding a place leads to attraction for the place, which leads to vary benefits as described by the flow chart belowHowever, it isnt a completely upward graph. In fact, its a growth and decline cycle (Kotler, Place Growth Dynamics, 1999). While the attractiveness of a place brings new industries, job opportunities and betters quality of life, it has its own set of implications. When more and more extraneous industries and people deal into a city it leads to increase in usage of a citys resource, which further leads to depletion, increase in costs, etc. which in turn leads to increase in taxes for the community. In addition to this, the author states that there are external damaging effects as well which are defi ned as process coincidences. Some examples of process coincidences are air pollution, increased crime rate, etc.Therefore, the learning from this is that a city should be branded to gain attractiveness, which is seen directly proportional to a citys prosperity. However, the implications of such a step should be taken into account and contingency plans should be devised by the involved stakeholders and authorities in the citys branding exercise.WHAT IS A BRAND?An Oxford vocabulary definitionBrand (noun) a trade mark, goods of a particular make a mark of identification do with a hot iron, the iron used for this a piece of burning or charred wood, (verb) to mark with a hot iron, or to label with a trade mark.Varied definitions of brand exist across definitions and disciplines. However, there lies a common line of thought which implies that in its passive form a brand is an object by which an tender is formed, and hence branding is the process of forming this impression (Blackett, Ap ril 2004). This book attempts to illustrate how branding has evolved in both active and passive manner.The word brand comes from the Old Norse brandr, meaning to burn, and from these origins made its way into Anglo-Saxon. This process was undertaken to differentiate ones cattle from another. It was also realized that the farmers who took care of their cattle, hence provided much better quality were preferred and came to be identified with the label on the cattle.The author goes on to explain how brands have come a long way since that era. He provides examples of the Mediterranean age, Ancient Rome, the British Museum, such as potters marks, roman eagle, flags, to explain the concept further. The true arriving of brands took place during the industrial revolution, when the trading between countries became possible. In fact some of the brands during that time are some of the biggest brands even today Singer sewing-machines, Coca-Cola soft drinks, Bass beer, American Express, Prudenti al Insurance, etc. Ever since, the 2nd world war, the world has seen real explosion in the world of brands (Blackett, April 2004).Elements of a BrandBrands are supposed to have some inherent features which are distinctive. Brands are intrinsically striking and that their role is to create an indelible impression (Blackett, April 2004).Intrinsically StrikingAccording to the author a brand is distinctive through a combination of factors such as, name, letters, numbers, a symbol, a signature, a shape, a slogan, a color, a particular typeface. He also adds that the name is the most important part of a brand, as it provides a universal language interface. However, the name can never be enough it has to be complemented by other symbols, signs, logo, tagline, etc. which then derive the brands overall philosophy. It is the repetition of these across consumers senses which make a brand what it is. There are obviously exceptions to this rule. However, the exceptions usually only work when a b rand enjoys a cult status and has a huge following of loyalists that the changes in the logo, tagline, or even the name do not affect a consumers perceptions about the brand and they continue to relate to itCreating an Indelible ImpressionThis is the age of high competition and high variety, the author notes. Therefore, the need to differentiate oneself from another becomes of primary importance. Since the consumer is flooded with choice, the brand needs to create an impression which is long unyielding and captivating for a consumer to sit up and notice. The brand needs to function in a manner such that it creates a route map in the consumers mind making it an obvious choice amongst the clutter. This loosely translated implies that the consumer neednt be aware about the industry, i.e. the brand just needs to offer a value proposition interesting enough for the consumer to pick it above others.The author also adds that the successful brands are those, which create equity for the con sumer, meets the expectations of the consumer and keep the promise they have made (Blackett, April 2004). Brands as Business Assets and Explosion of BrandingBlackett further explains that this age expects brands to be assets to a company. Brands, with their ability to secure income, can be classed as productive assets (Blackett, April 2004) in on the button the same way as any other, more traditional assets of a business (plant, equipment, cash, investments and so on).Needless to secernate that the brands which result in high hire for the business have direct implications on the overall performance of the business and also results in positive shareholder value for the stakeholders.As the world is piteous further, more and more corporations are fighting for the same space. Also, it has moved beyond products. In this age, products are branded, corporations are branded, and literally everything is branded.Guideline for good brand managementThe author explains that if a brand wants to be truly successful, there are certain guru mantras which need to be incorporated in all brands across categories apology of the Brand This essentially means patenting or trade-marking a brand and its complementing characteristics, such as, logo, name, colors, etc.Honoring the Stakeholders Each brand should identify who are the stakeholders and work in an efficient manner for all of them, whether its the employees, the consumers, the shareholders or partners.Treating the Brand as an Investment Tool and not Cost Brand owners need to realize that unless branding is viewed as an investment which brings results, appropriate actions will never be taken and true profitability will never be achieved. Hence, the school of thought which treats branding activities as cost needs to be discarded.Exploiting the Financial Potential of a Brand Branding these days goes beyond a companys premise. Therefore, it is important for the brand owners to look for and knap opportunities where a brands eq uity can be maximized. Some examples which the author provides are co-branding, licensing, franchising, training, etc.APPLYING BRAND SCIENCE TO CITIES BRANDS VS. CONCEPTBrands have sometimes been subjected to a sess of criticism from an array of industries (Gelder, Brand versus Concept in Area Development, July, 2008). Due to association of brands with advertising and marketing phenomenon various industries and professionals find it difficult to accept branding, charm are willing to apply concept to their line of thinking.The author attempts to compare and contrast Concept and Brands. According to him, while the two are often used interchangeably, the key difference between the two is the applicability period. He says that while a concept is a unique idea for a specific target group, it usually has an end date. A brand on the other hand, is a promise of value that must be kept for different audiences simultaneously, such as residents, visitors, businesses, investors and institutio ns. Essentially, brands are not short term they form the underlying philosophy which is applicable across segments and time periods. Also, while a concepts value proposition decreases with time, in case of a brand, it increases with time.However, he suggests that there is no reason why the two should not complement each other. Particularly, in the area development, place branding process, the two should truly work in tandem with one another. If used in conjunction, the two result in benefits for both. The author further illustrates with an example A concept such as a designer hotel, a slow food restaurant, an organic market, shared facilities for creative start-ups, an ecological district, a culture institution or a factory outlet centre, etc. can help realize the brand.BRANDING OF CITIES SENSE OR NONSENSE?With Nations, Cities, Places and Areas realizing the perils of branding themselves, branding of places is becoming a popular phenomenon, particularly in European areas. The quest ion is whether the laws and rules of branding can be imitated for places, especially with the restricted flexibility a place offers in relation to a product or service (Riezebos, 2007). The author attempts to solve this issue by focusing on Brand architecture, Positioning and Organizational grammatical construction of a City Brand.Place branding as defined by the author is a concept of umbrella branding which a term used for branding different geographical locations. He also distinguishes between city branding and city marketing, the principle difference being that marketing uses the consumer preferences as a guiding principle, while branding defines the vision which the company plans to achieve (Riezebos, 2007). In this journal, the author focuses on the term city branding to disseminate the applicability of the concept as a genuine principle.Using examples of New York, Barcelona and Rotterdam, the author derives Brand Architecture, Positioning and Organization Structure in the following ways (Riezebos, 2007) Brand Architecture From which level, i.e. country, region, city, borough or area of operations should one communicate from and for which target group? He adds that the first step to create brand architecture is identifying the target group, which in the case of a city is living, working and staying.o People who come under the living category constitute of people who live there soon and people who might live there.o People who come under the working category are not the people who come to a city to work, instead constitute of entrepreneurs who create new employment opportunities.o People, who come under the staying category, are essentially the spin off effect it has for the inhabitants by tourists who visit, when they give way for things for their stay food, accommodation, etc.In terms of relevance for forge a brand plan for a city, the idea is to keep in mind the relevance of the offerings and value proposition for each of the target groups. He also adds that while devising the proposition for each target group, the brand architecture needs to be kept in mind. Failing to do so, will result in each level of the city (neighborhood, borough, etc.) provide their own set of offerings to the target group, which may not be in synch with the citys overall value proposition. As a result, the consumer will be confused and hence, inconsistency will not be able to form a brand for the city. Positioning How should the brand of a city stand out?o Unlike in the case of products, service, etc. a city usually holds their own set of experiences for the consumer. Therefore, the positioning needs to be in sync with the delivery capabilities of the city, otherwise, the citys value proposition will fall flat. He also adds that positioning need not be of a positive tone, i.e. a negative city cannot present itself as a positive city. However, this does not imply that negative cities cannot brand themselves. A city can use its negative properties to brand itself as well. An example is the way Texas used its mosquitoes plague hassle by starting the annual mosquitos festival.The author adds that a city should include the two key aspects in its branding1. Distinct positioning and differentiating factors2. Targeted institution of gross sales activities such that sales activities are tied to certain activities with the city Organization Structure What is a good structure for the management of a city?o Since there are a number of parties which influence the management of a city, all the involved parties need to work in the below defined structureAccording to this structure, the Chief Marketing Officer (CMO) occupies the most central position (Riezebos, 2007). CMO or the Project Organization takes care of all the marketing, sales and promotional activities of all the target groups. The CMO then reports its activities to the relevant authorities or the City Brand Board (CBB). Usually the CBB consists of researchers, experts on bra nding and communication, appointed on a revolving term basis. The CBB then reports to the Supervisory Board, which usually includes the Mayor, certain CEOs or heads of companies and institutions.According to the author, this type of an organization structure has the following advantages1. Centralization of Brand Related Activities2. Clear insularism of Execution, Strategy and Top Ranking AmbassadorsHe insists that these three points should be the guiding principle for drafting a branding plan for any city.COMMUNICATION vex FOR CITY BRANDINGIn a city branding exercise, there are certain types of communications which drive the image of a city (Kavaratizis, 2004).The author implies through this model that the primary target of a city is its inhabitants, and that the beginning and the end point of a city branding is the same, i.e. a citys image. Needless to say that a city always has an image, irrespective of any marketing/branding efforts dedicated to it.He identifies three main meth ods of communication, in terms of primary, secondary and tertiary Primary Communication for City Branding The primary communication revolves around the communicative effects taken by the city, which are defined by 4 types of actionso Landscape Essentially the outer appearance of the city, its design, architectural pieces, places of art, etc.o Infrastructure Essentially the accessibility of the city, i.e. roads, transport facilities, conference halls, etc.o Organization Essentially the marketing efforts of the citys authorities and how they involve the inhabitants in the decision making processo Behavior Essentially the services available and provided in the city, events and investment patterns of the city Secondary Communication for City Branding The secondary communication is the planned and intended communication by the city authorities, in forms of both ATL1 and BTL2. It revolves around what content is being communicated and what is the communication capability of the city autho rities Tertiary Communication for City Branding The tertiary communication is derived from word-of-mouth advertising usually created by media, competing cities, visitors, etc.The author reflects that while the first two forms of communications are largely positive in nature as they are controlled and are of top-down structure. However, it is the third form of communication (Kavaratizis, 2004), which leads to maximum brand salience, making the inhabitants of the city as the chief marketers for the city.LEVELS OF PLACE MARKETINGAccording to Philip Kotler, there are various levels to place marketing, which is a combination of target markets, marketing factors and planning groups.Target markets comprise of the certain chosen segments and the customers to whom the marketing messages are say at. Marketing factors are essentially the attraction of the place, its infrastructure, the people, its perceived image the quality of life enjoyed by the inhabitants. The planning group is the number of stakeholders who decide and implement the process of place marketing (Kotler, Levels of Place Marketing, 2002).The author further adds that creation of a marketing process creates certain value for the consumer which involves creation of appropriate infrastructure for propitiation of citizens and visitors, constant need for existing and new attractions which keep businesses and visitors interested, clear communication of its benefits and distinction, generation of support from citizens, government authorities, companies, and institutions.ELEMENTS OF A PLACE MARKETING PROCESSThe process of place marketing usually begins with the strategic analysis of a place, which involves its strengths, weakness, opportunities and threats (Ashworth Voogd, 1994).The author points out that in case of place marketing, the elements involved need to be handle differently than marketing of products and services. He explains that each element can be sold separately or as a bundled product in case o f place marketing. In addition to this a place is a single entity however, it can be sold over and over again. The producers of a place product can be many, and the consumers are free to choose the products use for varied purposes. The price of a place product is indirect and non-monetary. The marketing of a place is not restricted to traditional advertising and promotion. A place can improve its liveability, visibility and investibility to market itself (Ashworth Voogd, 1994). There are four main characteristics of a place, which differentiate it from others place as a character, as a fixed environment, as a service provider and as entertainment and recreation (Rainisto, succeeder Factors of Place Marketing A study of place marketing practices in Northern Europe and the United States, 2003/2004).It is important to understand that the process of place marketing is a cyclical process, which goes on to infinity (Matloviov, 2007) as explained in the model belowAccording to the author , the process of place marketing begins with acceptance of the marketing concept for the city, which is developed into a vision and a long term plan, at this stage of the process the greatest driving factor is Motivation. The initiator must be able to persuade the relevant place opinion leaders about the importance of marketing for the place in question and have them as participants-multiplicators in the suggested process.The next step is creation of a Marketing information system, where the information available in secondary sources and primary sources is analyzed, which helps develop the compose of the place based on Identity, brand and image of place (Matloviov, 2007), as the author explains through the diagram belowThe author explains that creation of a place profile is dependent on the semantic differential between the current image and derived image of the city, which can be concluded through a public perceptions survey. erst the profile of a place a created, one needs to con duct a expatiate SWOT analysis of the place. The author explains that the SWOT analysis of a place needs to focus on three main areas, which are delimitation of the place, analysis of internal factors of the place (natural environment, demography, economy, infrastructure and business environment) and analysis of external factors (microenvironment and macroenvironment). The combination of a marketing information system, the difference between the current image of the place and the desired image of the place and finally a detailed SWOT analysis helps in formation of a strategy for further marketing of the place.Once, these three steps are covered, a key enabler for further progess is the cleavage of the market, which completes the sub-process called Situation Analysis.At this point, the Goals are decided for the process of place marketing, targeting also takes place at this stage.Based on the goals, a Strategy is Designed, which involves positioning of the city, devising the marketin g mix, scheduling inspections, zeroing in on the marketing budget, and inking the overall marketing plan.The author has developed a model for a clear segmentation of a city, as explained belowThe author explains through Kotlers suggested methodology for segmentation, and points out that there is not unique way to segment, which becomes even more difficult in the case of a city due to the heterogeneity attached to the single product. He uses the classification of segmentation criterion and applies it to the city Geographic, Demographics, Psychographics, and Behavioral.A successful strategy will result from a detailed and systematic analysis that will respond the two fundamental questions where is the place situated? and how did it get there? The following comparison of the whole spectrum of data and information will reveal the trends that have to be taken into account in setting the marketing goal. The essence of the conception and strategic stage could be summarized in the two quest ions where does the place want to get in future? and how can it be achieved? (Matloviov, 2007)After a clear segmentation, this can be of two types, concentrated and differentiated. The key is that a city needs to decide which of the two segmentation strategies it goes with. In plain terms, this means that if the city chooses a concentrated segmentation strategy, it focuses on a micro segment and devises a value proposition for that segment. However, since a city has the capability to be multi-sold, the city can be marketed to a bunch of segments wi

In the American Society Essays -- Gish Jen

Gish Jens In the the Statesn Society is, on the surface, an entertaining look into the workings of a Chinese American family making their focussing in America. The reader is introduced to the life of a Chinese American restaurant induceer and his family through the eyes of his American-born daughter. When we picture the work in depth, however, we discover that Jen is addressing how traditional Chinese values work in American culture. She touches on the difference in gender roles, generation gaps surrounded by immigrants and their American-born children, and the hesitance of these immigrants to conform to the American way of life. To truly understand multicultural literature, one must first try to understand the cultural background of the author. In the case of this piece, we are examining the Chinese culture and Jens experiences which shaped her writing. Gish Jen is a second-generation American. Her parents immigrated separately in the 1940s. Her mother came to America to go to graduate school and her contract came as part of the war efforts during World War II. With the rise of Communism in China, both were forced to remain here and ended up edifice a life together and raising their 5 children as Americans. Because they came in the second of three waves of Chinese immigration, their reasons for coming and the process of assimilating into the American way of life was very different than other Chinese immigrants. During the first wave, from 1849-1882, the reasons for immigrating were mainly economic. Thousands of poor upstart males came from China to labor in America. In 1882, however, the Chinese censure act was passed, making it so the second wave of immigrants contained only diplomats, merchants, and students. Chinese immigrants were segregated from mainstream America and lived in Chinatowns with no diplomatic rights until the Civil Rights Act of 1964. along with this act came the Immigration and Nationality Act of 1965, which allowed more Chinese to come to America to be with their families. This was also the time where equality was being demanded by many young Chinese Americans. We are currently in the third wave of Chinese immigration. At this point, most of the batch coming over are either divide well-educated Chinese or those looking to escape repression and political instability in their homeland.Chinese culture is rich with tradition and values, which pai... ...e water, Mr. Chang put that pride above his better judgment by throwing both the shirt and the suit coat in the water. This story is an allegory of life for many Chinese Americans. Many came to America for the opportunity to lead a better life. Entrepreneurship is a big part of that American dream. The Changs owning a pancake house represents so many of the Chinese people that own their own restaurants upon coming to America. Mr. Changs hesitance to Americanize and his idea that to embrace what he embraced was love also represents the views of many Chinese imm igrants. Jens own parents maintained some of their own ideas of how she should live her life. They didnt believe that writing was an honorable thing for a woman to do and didnt support her in her decision until her picture and story was run on the front page of a Chinese newspaper and their people accepted it. Works CitedChinese Immigration to the United States. Accessed 03/27/2005. Lauter, Paul. The Health Anthology of American Literature. Accessed 03/20/2005. Moyers, Bill. Public Affairs Television Becoming American Personal Journeys Interview with Gish Jen. 2003. Accessed 03/23/2005.