Fast Food Nation By Eric Shlosser - 1620 Words

One of the mayor problems in or society is the obesity derived from most of the time for the food on the go or â€Å"Fast Food.† This food can be prepare very quickly is sold at the restaurants and served to the costumer for takeout or take away. When people eat this food can have many consequences for this actions that can led like heart diseased diabetes, obesity, or heart problems and many more. This food also has become popular all over the world the topic about fast food can be see it and judged in different sides positive and negative. Is a great invention for many busy people who don’t have time to waste on cooking and are available order food for small amount of Money. On the other hand this kind of food is criticized by many people, especially the doctors, and the specialist of the medicine. They try to convince the people to avoid eat fast food because contains too much substances harmful for the human body. In the book fast food nation by Eric Shlosser he me ntioned â€Å"the fast food related illness in the United States emerging in infectious diseases (607).† Possible solution are exercised, eat healthy and watch your weight and go to the doctor and explain any change in the diet. With the fast paced world around us this restaurants have become more popular for people on the run. In our worry minds we think different question comes in our minds like where to dine, such as price, drinks, choice in food indoor and outdoor preference and the amount of time until served.Show MoreRelatedMovie Analysis : Food Inc1897 Words   |  8 PagesFilm Analysis Paper- Food Inc Food Inc is a documentary directed and written by Robert Kenner along with co-writers Elise Pearlstein and Kim Roberts in 2008 to discuss the current origin of food production in the United States. This film takes viewers inside the slaughter houses, farms and factories that produce American food to show how food in the 21st century is no longer organically grown and raised for healthy eating. Instead it is now controlled, mutilated, and produced in large quantitiesRead MoreAnalysis Of Upton Sinclair s The Jungle 2028 Words   |  9 Pagesâ€Å"The Jungle†. On February 26, 1906 Sinclair shocked the Nation by exposing the horrors of slaughter houses and meat packing plants. Thousands of people have died from food-borne illnesses. E-coli, along with other diseases resulting from filthy food processing was revealed as the murderer. As shocking as it might have been back then, it is even more alarming to find out that conditions have not improved in the last one hundred nine years. Food-borne illnesses are still an extremely common occurrence

How Entrepreneurs Can Change The Way We Live And Work

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Workplace Discrimination and Autism Spectrum Disorders Free Essays

string(94) " in conjunction with harmful substances ingested during pregnancy, such as thalidomide \[9\]\." 299 Work 31 (2008) 299–308 IOS Press Workplace discrimination and autism spectrum disorders: The National EEOC Americans with Disabilities Act Research project Todd A. Van Wierena , Christine A. Reidb and Brian T. We will write a custom essay sample on Workplace Discrimination and Autism Spectrum Disorders or any similar topic only for you Order Now McMahon b,? a b Disability Support Services, Indiana University of Pennsylvania, Indiana, PA, USA Department of Rehabilitation Counseling, Virginia Commonwealth University, Richmond, VA, USA Abstract. Using the Integrated Mission System of the Equal Employment Opportunity Commission (EEOC), the employment discrimination experience of Americans with autism spectrum disorders (ASDs) is documented for Title I of the Americans with Disabilities Act. The researchers examine demographic characteristics of the charging parties; the industry designation, location, and size of employers against whom complaints are ? led; the nature of discrimination (i. e. , type of complaint) alleged to occur; and the legal outcome or resolution of these complaints. Researchers compare and contrast these key dimensions of workplace discrimination involving individuals with ASDs and persons with other physical, sensory, and neurological impairments. Researchers also attempt to discern whether or not the resolutions of the ASD charges can be predicted using the variables available for analysis. The comparative ? ndings of this study indicate that individuals with ASDs were more likely to make charges of discrimination against Retail industry employers. Persons with ASDs were also more likely to make charges of discrimination when they were younger, male, and/or of Native American/Alaskan Native ethnicity. The predictive ? ndings of this study indicate that the odds of ASD charges resulting in meritorious resolution (i. e. , discrimination determined by the EEOC to have occurred) increase when the discrimination was encountered in Service industries and by larger employers. Implications for policy, advocacy and further research efforts are addressed. 1. Introduction: Autism Spectrum Disorders The term Autism Spectrum Disorder (ASD) is used to refer collectively to the group of disorders that comprise the ? ve speci? c, but related, conditions within the Diagnostic and Statistical Manual of Mental Disorders, Fourth Edition, Text Revision [3]. These disorders fall under the formal diagnostic umbrella known as Pervasive Developmental Disorders (PDDs): (1) Autistic Disorder, (2) Asperger Syndrome, (3) Rett’s Disorder, (4) Childhood Disintegrative Disorder, and (5) PDD, ? Address for correspondence: Brian T. McMahon, Department of Rehabilitation Counseling, Virginia Commonwealth Universit, POB 980330, Richmond, VA 23298-0330, USA. Tel. : +1 804 827 0917; Fax: +1 804 828 1321; E-mail: btmcmaho@vcu. edu. Not Otherwise Speci? ed (NOS). Collectively, they are commonly described as autism. The common, or core, characteristics shared by each of the ? ve PDDs generally include varying degrees of impairment in the triad of: (1) verbal and non-verbal communication, (2) social interaction, and (3) restricted, repetitive and stereotyped patterns of behavior or interests [2,9,33,37,38]. Aside from this common triad, additional functional limitations that can often be associated with ASDs include: hypersensitivity to sensory stimuli, hyperactivity, aggressiveness, self-injurious behavior, motor dysfunctions, arousal/activation issues, cognitive de? iencies (including impairments in abstract thought), and physical/medical features [13, 15,41,51]. Frequently, individuals with ASDs can also have â€Å". . . (1) problems understanding social cues and 1051-9815/08/$17. 00 ? 2008 – IOS Press and the authors. All rights reserved 300 T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA facial expressions, (2) dif? culty expressing emotions in co nventionally recognizable ways, (3) in? exibility and discomfort with change, and (4) dif? culty adapting to new tasks and routines† [35, p. 163]. It is important to realize that people with ASDs vary cross a wide continuum of intelligence, clinical characteristics and abilities [15,16,38,41]. On one extreme, some individuals with ASDs deal with severe impairments and require intensive life-long support. On the other end of the continuum reside individuals who are sometimes referred to as having â€Å"high-functioning autism,† with relatively slight limitations in daily activities. Predicting life outcomes for the population of individuals with ASDs as a whole (merely based on their carrying an ASD diagnosis) is dif? cult because of the very wide spectrum of cognitive, linguistic, social nd behavioral functioning from person to person [21]. The Equal Employment Opportunity Commission (EEOC) simply uses the term autism to refer collectively to the ? ve PDDs included in A utism Spectrum Disorder. It de? nes autism as â€Å"neurological disorder[s] affecting the functioning of the brain; characterized by such symptoms as speech and language disorders and profound differences in the manner of relating to people, objects, and events. † The U. S. Department of Health and Human Services’ Centers for Disease Control and Prevention (CDC) is presently unable to report exactly how many people in the U. S. re diagnosed with ASDs. At the moment, more is known about the number of children with ASDs than adults. However, the CDC estimates that the current prevalence rates for ASDs are between two and six per 1,000 individuals [9]. It is known that the diagnosis of ASDs has increased steadily in recent years [9]. Estimating the change in prevalence over the years is dif? cult to do, as the definitions of and techniques for diagnosing ASDs have broadened. However, the conclusion derived from available evidence is that the current prevalence of ASDs is roughly three to four times higher than it was approximately 30 years ago [14]. For instance, in 1994, ASDs were the 10th most common disability among individuals age 6–21 years served by public special education programs. By 2003, ASDs had risen to be the 6th most common disability [9]. The reasons for the apparent increase in ASDs are not exactly clear. It may be that the actual occurrence of ASDs is on the rise. However, a more likely explanation for at least part of the increase is the manner in which professionals have been classifying ASDs in recent years [14]. For example, in 1991 ASDs were added as a special education exceptionality within the US public school system [9]. ASDs are known to be more prevalent in males than females, but do not seem to be systematically or conclusively linked to ethnicity, race, socioeconomic status, lifestyle, educational level or geographic region [16, 53]. ASDs do tend to occur statistically more often than expected for individuals with certain medical conditions, such as Fragile X syndrome, tuberous sclerosis, congenital rubella syndrome, and untreated phenylketonuria [9]. Also, ASDs are thought to occur sometimes in conjunction with harmful substances ingested during pregnancy, such as thalidomide [9]. You read "Workplace Discrimination and Autism Spectrum Disorders" in category "Papers" 2. Background . 1. Employment challenges It is well known that many individuals diagnosed with ASDs face considerable dif? culty in obtaining and maintaining employment [1,5,8,22,35]. A 1998 study estimated that only 18% of adults with ASDs in the U. S. were employed in some type of work [20]. Furthermore, people with ASDs who do obt ain work tend to struggle with maintaining employment. Perhaps because of the social, communicative and behavioral de? cits associated with ASDs, issues can frequently arise in the workplace with coworkers, supervisors, customers, or in the performance of duties [26]. . 2. Need for the study Even though it is well understood that individuals with ASDs experience considerable dif? culties in general with obtaining and maintaining employment, very little evidence-based knowledge has been available for understanding the more speci? c issue of workplace discrimination and how it may contribute to the group’s overall employment challenges. To date, a contextualized understanding of the workplace discrimination towards workers and applicants with ASDs has been lacking. Such practical insights into workplace issues re important for the community of working adults with ASDs, their advocates, and providers of vocational rehabilitaiton services. The preponderance of today’s ASD research efforts focus on either childhood issues, or on potential medical cures or prevention of ASDs. There is a substantial need for more research to focus on practical adaptation issues for adults with ASDs [6, 36,44,52]. T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA 3. The National EEOC ADA research project Until quite recently, the majority of disability-related orkplace discrimination studies have tended to focus simply on the hiring preferences or attitudes of employers (or hypothetical employers) toward individuals with disabilities [17,19,46]. Such studies generally could not examine actual occurrences of discrimination, which are behavioral manifestations of negative attitudes. By and large, they could only offer a perceived notion of workplace discrimination, and not an actual description. Furthermore, studies that attempted to examine Americans with Disabilities Act (ADA) Title I cases of private-sector disability-related work disc rimination ere limited to assessing Equal Employment Opportunity Commission (EEOC) summary statistics at the allegation-level. Because data were limited, such studies did not provide deeper, more contextual, analyses of the EEOC cases [29]. Past studies did not have access to the cases’ ultimate resolutions, as well as other detailed information related to each case. Focusing on frequency of allegations alone may lead to skewed research conclusions. This is because only an approximate one? fth of all allegations made to the EEOC are ever found to involve suf? cient evidence that disability-related discrimination conclusively occurred [28]. Conversely, in approximately four-? fths of all allegations there is insuf? cient evidence for the EEOC to solidly conclude that discrimination took place. However, through an Interagency Personnel Agreement and a Con? dentiality Agreement involving the EEOC, Virginia Commonwealth University obtained the entire ADA segment of the EEOC’s Integrated Mission System (IMS) database. The IMS contains more than two million allegation records involving allegations of employment discrimination. The VCU subset includes all resolved allegations of discrimination made to the EEOC under Title I of the ADA, from July 7, 1992 (the ? rst date the ADA went into effect) to September 30, 2003. The National EEOC ADA Research Project was then developed to better understand the nature, scope and dynamics of employment discrimination against individuals with disabilities in the U. S. private-sector workplace. A number of studies have already been completed by members of the National EEOC ADA Researc h Project. Most of the ADA Title I studies completed to date have focused on speci? c disability groups, including: asthma [25], cancer [27], cerebral palsy [23], cumulative trauma disorders [4], deafness and hear- 301 ng impairment [7], diabetes [31], dis? gurement [45], HIV/AIDS [10,11], mental retardation [47], missing limbs [50], multiple sclerosis [42,43,49], speech impairment [34], spinal cord injury [30], traumatic brain injury [32], and visual impairment [48]. 4. The IMS data set Because of the unique level of access now made available to the EEOC’s IMS database, it is possible to examine the following contextual information for each case within the study database: (1) demographic characteristics of the Charging Party (i. e. , individual with the disability); (2) the industry and size of the Responding Party (i. e. employer); (3) the U. S. region from which the allegation originated, (4) the speci? c type of alleged ADA Title I discriminatory allegation; and (5) the s peci? c resolution of the case as determined by the EEOC, or by settlement or mediation between the Charging Party (CP) and Responding Party (RP). In this particular study, the research questions are answered by comparing and contrasting the employment discrimination experience of Americans with ASDs to that of Americans with other known physical, sensory, and neurological impairments. From these data, a â€Å"study dataset† was extracted to include only those ariables related to the research questions and to maximize consistency, parsimony, and con? dentiality (i. e. , to protect the identity of speci? c CPs and RPs). The extraction process was guided by the following considerations. The unit of study is an allegation; it is not an individual CP, nor an individual RP. A single CP may bring more than one allegation. Only unique allegations that do not involve recording errors or duplications are included in the study dataset. All identifying information regarding CPs and RPs was purged except variables important for this research. Study data were strictly limited to allegations brought under Title I of the ADA. Allegations brought under other federal employment statutes were not considered. Further, state allegations were also excluded to maintain a consistent de? nition of both disability and discrimination. To maintain consistency in de? nitions and procedures among the study variables, only allegations received, investigated, and closed by the EEOC were included. This required the exclusion of allegations referred by the EEOC to litigation for disposition in civil court, federal or state. Allegations of retaliation were excluded because complaints of this nature do not pertain directly to the existence or consequence of disability. 302 T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA Only allegations that were closed by the EEOC during the study period, de? ned as July 26, 1992 through September 30, 2003 were included in the study dataset. Finally, open allegations (i. e. , still under investigation) were excluded from the study. This exclusion exists to insure that all allegations in the study dataset are â€Å"closed,† and as such are known to be either with Merit (i. . , decided by the EEOC to have reasonable cause for discrimination) or Without Merit (i. e. , decided by the EEOC to have no reasonable cause for discrimination). The resulting study dataset includes 328,738 allegations of employment discrimination under ADA Title I that were received, investigated and closed by the EEOC during the study period. These were di vided into groups on the basis of disability status including the following two: 1. Autism Spectrum Disorders (ASDs). The primary group of interest for this particular study entails the allegations of discrimination made by individuals who reported having an ASD. The ASD allegations number just 98 (i. e. , 0. 03% of the total number of cases in the study dataset). However, this is the entire population of EEOC-resolved ASD allegations for the study time period. 2. General Disability (GENDIS). The comparison group for this study is a compilation of all allegations made by individuals who reported impairments within the other physical, sensory, or neurological EEOC disability categories (i. e. , allergies, Alzheimer’s disease, asthma, back impairment, cancer, cardiovascular impairment, cerebral palsy, chemical sensitivity, cumulative trauma disorder, cystic ? brosis, diabetes, dis? urement, dwar? sm, epilepsy, gastrointestinal impairment, hearing impairment, HIV, kidney impairment, learning disability, mental retardation, missing digits or limbs, multiple sclerosis, nonparalytic orthopedic impairments, â€Å"other† blood disorder, â€Å"other† neurological impairment, â€Å"other† respiratory impairment, paralysis, s peech impairment, tuberculosis, and vision impairment). For this particular study, GENDIS excludes ASD cases. The GENDIS allegations for this study number 174,512 (i. e. , 53. 09% of the total number of cases in the study dataset), and are the entire population of such cases resolved by the EEOC uring the study time period. GENDIS was also used as the primary comparison group for a majority of the other National EEOC ADA Research Project studies completed to date that examined various other EEOC disability categories [4,7,10, 23,25,27,30–32,42]. It is important to consider that the individuals who have actually made allegations of discrimination to the EEOC are likely a smaller number than the sum of individuals who have experienced discrimination. It is likely that many instances of disability-related discrimination go unreported to the EEOC. Individuals may not always realize that they have experienced discrimination. Or, they may perhaps be aware of discrimination but do not understand their rights, know how to initiate a complaint, or they are fearful of retaliation. The small number of allegations made by individuals with ASDs (98) could lead one to conclude that workplace discrimination is not a signi? cant problem for these individuals. The under-representation of people with ASDs in the workforce has been previously reported, and it is well known that most discrimination involves currently employed persons. However, many individuals with ASDs may not understand their civil rights or how to exercise them. The underreporting of discrimination would then make this particular study all the more important for individuals with ASDs and their advocates. The small number of ASD allegations also raises a technical concern. For most statistical tests, small Ns increase the risk of type II errors [12,40], or failure to detect actual differences when they exist. Because of the large number of comparisons that were conducted and in order to minimize this risk, the ? level was established at a more stringent level; p 0. 01. 5. Project design and methods 5. 1. Variables The IMS data was transferred to the research team rom the EEOC via zip disk. Data needed to answer the research questions were extracted, coded, re? ned, and formatted in Microsoft Access using the aforementioned criteria. The result was a study-speci? c dataset in which the underlying unit of measurement is the frequency of allegations, a ratio level of measurement. The other variables for this study are detailed in Table 1. 5. 2. Research objectives The ? rst research objective for this study was descriptive in nature and focused on the most prevalent characteristics associated with the ADA Title I discrimination allegations made by individuals with ASD. The second objective was comparative in nature and T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA 303 Table 1 Parameters of Variables CP AGE (ratio measurement) – Years CP GENDER (nominal measurement) – Male – Female CP RACE (nominal measurement) – White – African American – Hispanic/Mexican – Asian – Native American/Alaskan Native – Mixed Ethnicity – Other Ethnicity RP INDUSTRY (nominal measurement) – Agriculture – Construction – Finance, Insurance Real Estate – Manufacturing – Mining – Public Administration – Retail – Services – Transportation Utilities – Wholesale – Not Classi? ed RP SIZE (interval measurement) – 15–100 employees – 101–200 employees – 201–500 employees – 501 + employees US REGION (nominal measurement) – Northeast – Midwest – South – West – U. S. Territory – Foreign (U. S. businesses operating abroad) ALLEGATIONS (nominal measurement) – Job Obtainment or Membership Issues: * Advertising, Apprenticeship, Exclusion/Segregated Union, Hiring, Prohibited Medical Inquiry, Quali? cations Standards, Referral, Testing, Training – Job Conditions or Circumstances Issues: * Assignment, Bene? ts, Bene? ts (Insurance), Bene? ts (Pension), Demotion, Discipline, Harassment, Intimidation, Job Classi? ation, Maternity, Promotion, Reasonable Accommodation, Segregated Facilities, Seniority, Tenure, Terms/Conditions, Union Representation, Wages – Job Maintenance or Preservation: * Constructive Discharge, Discharge, Early Retirement Incentive, Involuntar y Retirement, Layoff, Recall, Reinstatement, Severance Pay, Suspension – Other/Miscellaneous Issues: * Other, Posting Notices, References Unfavorable, Waiver of ADEA Suit Rights RESOLUTIONS (nominal measurement) – Merit: * Settled with CP Bene? ts, Withdrawn with CP Bene? ts, Successful Conciliation, Conciliation Failure – Non-Merit: No Cause Finding, Administrative Closure (RP Bankruptcy), Administrative Closure (CP Missing), Administrative Closure (CP NonResponsive), Administrative Closure (CP Uncooperative), Administrative Closure (Related Litigation), Administrative Closure (Failed Relief), Administrative Closure (Lacks Jurisdiction), Administrative Closure (CP Withdraws) explored whether or not the characteristics associated with the ASD allegations differ signi? cantly from those of the characteristics associated with GENDIS. The third research objective of this study, predictive in nature, was to explore whether or not the ? al EEOC case resolutions f or the ASD allegations could be predicted based upon a function of some of the contextual variables of interest associated with the ASD group. 5. 3. Analysis Data was analyzed to answer the stated research objectives in three primary ways, using SPSS (Statistical Package for the Social Sciences). First, descriptive statistics were used to detail the ASD and GENDIS allegations and various attributes thereof. Second, comparisons of the various characteristics of the ASD al- 304 T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA egations vs. the GENDIS allegations were conducted utilizing Fisher’s exact tests, odds ratios, and t-Tests for independent groups. Third, in an effort to discern whether or not the ? nal resolutions for the ASD allegations could be predicted based upon a function of some of the contextual variables of interest associated with the ASD group, multiple logistic regression analysis was used. 6. Findings 6. 1. Descriptive an alysis Based upon the descriptive analysis portion of this study (i. e. , Objective One), it could be said that the pro? le for a typical ASD case entails: (a) a CP who s 36 years old, male and White; (b) a RP in the Retail industry that is either on the large end of the size spectrum (i. e. , 501+ employees) or the smaller end of the spectrum (i. e. , 15–100 employees); (c) origination of the allegation in the Southern region of the U. S. ; (d) an allegation that involves an issue of job conditions/circumstances or job maintenance/preservation; and (d) a case resolution that is ruled by the EEOC as non-meritorious. See Table 2 for a more detailed account of the descriptive analysis portion of this study. 6. 2. Comparative analysis Relative to GENDIS, the median age for the ASD roup is younger (36 years vs. 44 years), and is statistically signi? cant (t-Test for independent groups, t = ? 8. 385, df = 86. 134, p = 0. 000). Allegations in the ASD group are over two times more l ikely to be made by males than were allegations in the GENDIS group (Fisher’s exact test, p = 0. 000, O. R. = 2. 30). ASD allegations are over seven and half times more likely than GENDIS to involve CPs who are Native American/Alaskan Native (Fisher’s exact test, p = 0. 001, O. R. = 7. 82). And, relative to GENDIS, allegations from the ASD group are two and a half times more likely to be made against RPs in the Retail industries Fisher’s exact test, p = 0. 000, O. R. , 2. 52). Statistical analyses revealed no signi? cant differences between the ASD group vs. GENDIS in regards to the regions where allegations originate from, the types of ADA Title I allegations ? led with the EEOC, or ultimate case resolutions decided upon by the EEOC. 6. 3. Predictive analysis Forward, stepwise multiple logistic regression analysis was utilized to establish the best set of variables predictive of merit vs. non-merit ASD case resolutions. The selection of the predictor variables in the ? nal model progressed via steps while the different ndependent predictor variables were inserted into or excluded from the model, in an attempt to realize the largest increase in R 2 . This course of action revealed that RP size, CP race (Native American/Alaskan Native), and RP industry (Service) contributed the most to the explanatory power of the model (? 2 = 33. 176, p = 0. 000, df = 3), explaining approximately 35. 4% to 48. 9% of the variance in the merit vs. non-merit resolution status of ASD cases (i. e. , Cox Snell R 2 = 0. 354, Nagelkerke R 2 = 0. 489). However, the ? nal number of cases (N ) included in this model decreased from 98 to 76, because of missing data in a couple of he model’s independent variables. Therefore, desiring to include as many of the ASD group’s relatively small number of cases as possible in the ? nal model, another logistic regression analysis was completed. This new analysis made use of simultaneous entry of only the two stat istically signi? cant predictor variables that had been found in the forward stepwise analysis (i. e. , RP size and CP industry [Service]). Thus, the new model (N = 86, ? 2 = 18. 553, p = 0. 000, df = 2) consists of only RP size and RP industry (Service), which serve as the independent predictor variables and explain approximately 19. % to 27. 5% of the variance in the merit vs. non-merit resolution status of the ASD cases (i. e. , Cox Snell R 2 = 0. 194, Nagelkerke R 2 = 0. 275). This same process for determining the best predictor variables for a multiple logistic regression model, while attempting to avoid as many missing data cases as possible, was recently utilized within the ? eld of Rehabilitation research [39]. The results of the ? nal model are detailed in Table 3. It could be said that the odds of an ASD allegation resulting in a meritorious case resolution increase when: (1) the allegation is made against a Service industry RP, and (2) as the size of the RP increases (i. e. , number of employees). It was found that ASD allegations that were made against RPs in the Service industry are approximately seven times more likely than all other industries (considered together) to experience merit resolutions (i. e. , Exp[? ]= 7. 013). In conjunction with this, it was also found that for each one-unit increase in a RP’s size (e. g. , moving from the 15–100 employee category, to the 101-200 employee category, to the 201– T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA 305 Table 2 Descriptive Analysis of ASD and GENDIS allegations ASD (F) CP AGE: Age (mean years of age) (72) (26) GENDIS (F) 36 years CP GENDER: – Male – Female % % 44 years 73. 5% 26. 5% (95,282) (79,048) 54. 7% 45. 3% CP RACE: – White (60) 61. 9% (108,803) 63. 1% – African American (14) 14. 4% (35,325) 20. 5% – Hispanic/Mexican (11) 11. 3% (12,535) 7. 3% – Other? (12) 12. 4% (15,718) 9. 1% ? Comprised of EEOC categories: Asian, Native American/Alaskan Native, Mixed Ethnicity Other Ethnicity RP INDUSTRY: – Agriculture – Construction – Fin. , Ins. , Real Est. – Manufacturing (16) 16. 8% – Mining Public Admin. (8) 8. 2% – Retail (22) 23. 2% – Services (18) 18. 9% – Trans. Util. (10) 10. 5% – Wholesale – Not Classi? ed (18) 18. 9% Industries with less than 5 ASD charges are not reported (32,539) 19. 2% (16,051) (18,129) (49,525) (15,741) 9. 5% 10. 7% 29. 2% 9. 3% (21,472) 12. 7% RP SIZ E: – 15–100 employees – 101–200 employees – 201–500 employees – 501 + employees U. S. REGION: – Northeast – Midwest – South – West – U. S. Territory – Foreign (33) (13) (9) (34) 37. 1% 14. 6% 10. 1% 38. 2% (56,161) (20,708) (18,507) (72,297) 33. 5% 12. 4% 11. 0% 43. 1% (7) (24) (47) (20) (0) (0) 7. % 24. 5% 48. 0% 20. 4% 0% 0% (18,667) (52,014) (70,404) (32,782) (641) (4) 10. 7% 29. 8% 40. 3% 18. 8% 0. 4% 0% ALLEGATIONS: – Job Obtainment or Membership – Job Conditions or Circumstances – Job Maintenance or Preservation – Other/Miscellaneous (6) (47) (41) (4) 6. 1% 48. 0% 41. 8% 4. 1% (12,047) (90,162) (68,569) (3,734) 6. 9% 51. 7% 39. 3% 2. 1% RESOLUTIONS: – Merit – Non-Merit (29) (69) 29. 6% 70. 4% (38,385) (136,127) 22% 78. 0% 500 employee category, to the 501+ employee category, etc. ) the odds of an ASD allegation being resolved with merit increase by over one and a half times (Exp[? = 1. 836). 7. Discussion 7. 1. Education efforts by the EEOC The EEOC distributes training materials to employees and individuals with disabilities concerning ADA Title I issues. Efforts should be focused on educating Retail and Service industry and larger employers in particular concerning the characteristics of and the unique work-related issues of individuals with ASDs. Furthermore, in attempting to educate individuals with disabilities concerning their rights and options to ? le discrimination allegations, the EEOC should consider including focus on individuals with ASDs in a special ense, given that many of these individuals may not be aware of how to recognize discrimination and/or how to take advantage of the EEOC’s resolution services 306 T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA Table 3 Final model for logistic regression analysis of ASD Merit vs. Non-Merit resolutions Predictor ? SE df Wa ld – RP Industry 1. 948 0. 627 9. 665 (Service vs. all others) – Responding Party Size 0. 608 0. 218 7. 802 (i. e. , # of employees) Constant ?2. 942 0. 731 16. 195 Model Summary: N = 86 df = 2 ?2 = 18. 553 p = 0. 000 R2 = 0. 94 (Cox Snell), 0. 275 (Nagelkerke) ? Signi? cant p Exp(? ) 1 0. 002? 7. 013 95% C. I. for Exp(? ) 1. 397–35. 219 1 0. 005? 1. 836 1. 048–3. 216 1 0. 000 0. 053 at . 01 level (as possibly evidenced in the extremely low number of ASD allegations received by the EEOC to date). 7. 2. Training of ASD support personnel It would be important for personnel who support the vocational efforts of individuals with ASDs (e. g. , rehabilitation counselors, supported employment specialists, etc. ) to understand the unique trends of ASD allegations of ADA Title I discrimination. Compared o many other disability groups, ASD allegations are more likely to be made by younger individuals and by males. Employers that perhaps require a special degree of attention when considering ASD vocational issues would include Retail and Service industry employers and larger employers. Rehabilitation professionals also need to know that relatively few ADA Title I allegations are made to the EEOC by people with ASDs, compared to other disability groups, which may possibly mean that individuals with ASDs are especially at risk for not advocating for themselves against employment discrimination. Supportive personnel need to understand that a systems/ecological approach is especially needed in assisting individuals with ASDs to obtain and maintain integrated employment in the competitive, private-sector workplace. The supported employment and positive behavioral support models may be particularly valuable here in assisting individuals with ASDs and their work environments to successfully adapt to each other. After all, it is known that individuals with ASDs can achieve employment success and can be highly regarded by their employers if they receive the appropriate vocational supports [18,22,24]. Such vocational supports should include sophisticated and independentlytailored assessment (of both the individual and potential work environments), placement, training, and ongoing support. Based upon the extremely low number of ASD allegations made to the EEOC, it might also appear that a major focus in working with individuals with ASDs would be to assist in increasing their self-advocacy skills. Employers engaged with individuals with ASDs (especially those in the Retail and Service industries and larger employers) also require sophisticated and independently-tailored assistance. Efforts directed towards employers should focus, in particular, on attempting to understand and articulate the workplace’s normative behavioral and communicative standards; educating the employer to understand how individuals with ASDs may have a dif? cult time meeting these normative standards; helping employers to develop positive frames of reference concerning their employees with ASDs, and assisting employers to develop effective, appropriate, and non-discriminatory responses towards their employees with ASDs. 7. 3. Transition planning to adult working age Individuals with ASDs who ? le allegations of ADA Title I discrimination are more likely to be younger, compared to members of many other disability groups. As discussed previously, this may have something to do with ASDs being lifelong developmental disabilities. Thus, individuals with ASDs enter (and/or attempt to enter) into the adult workforce from day-one with their disability. This is different from some other disabilities that may not be acquired by an individual until later in life or after they have been engaged in the workplace for a length of time. Therefore, long-term transition planning for children and/or young adults with ASDs hould include the consideration of avenues by which such individuals can obtain introductory work experience (such as part-time jobs, internship/practicum-style experiences, etc. ) prior to the point that they will be expected to move permanently into the adult workforce. T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA Because individuals with ASDs struggle w ith social perception/interaction and behavior in particular, they may bene? t especially from guided practice and experiences in learning how to appropriately and effectively perceive and respond within work environments. [10] [11] [12] . Conclusion [13] This study revealed unique issues for ASD allegations of ADA Title I discrimination. As a result of this new understanding, some implications and suggestions were offered, aimed at assisting both individuals with ASDs and their work environments to adapt to each other, so as to prevent issues of discrimination. Perhaps one of the most important and obvious issues noted in this study is the extremely low number of ASD allegations received to date by the EEOC. This might signify that individuals with ASDs are not recognizing discrimination and/or are not aware of their rights and options concerning the EEOC. It is recommended that any further research efforts into the topic of ASDs and workplace discrimination begin by exploring this important issue. [14] References [1] [2] [3] [4] [5] [6] [7] [8] [9] Autism Europe, Autism and employment, 2003, http://www. autismeurope. org/portal/Portals/0/AE EYPD EMPLOY FINAL ENG. pdf. Autism Society of American, What is autism? , 2006, http:// www. autism-society. org/site/PageServer? pagename= whatisautism. American Psychiatric Association, Diagnostic and Statistical Manual of Mental Disorders, (4th ed. , text revision), Washington, D. C. : Author, 2000 A. J. Armstrong, B. T. McMahon, S. L. West and A. Lewis, Workplace discrimination and cumulative trauma disorders: the national EEOC ADA research project, Work 25 (2005), 49–56. J. Barnard, V. Harvey, D. Potter and A. Prior, Ignored or ineligible? the reality for adults with autism spectrum disorders, The National Autistic Society Report for Autism Awareness Week, (2001). J. P. Bovee, A right to our own life, our own way, Focus on Autism and Other Developmental Disabilities 15(3) (2000), 250–252. F. G. Bowe, B. T. McMahon, T. Chang and I. Louvi, Workplace discrimination, deafness and hearing impairment: the national EEOC ADA research project, Work 25 (2005), 19–25. L. C. Capo, Autism, employment, and the role of occupational therapy, Work 16(3) (2001), 201–207. Centers for Disease Control and Prevention, Autism Information Center, 2006, http://www. cdc. gov/ncbddd/dd/ddautism. htm. [15] [16] [17] [18] [19] [20] [21] [22] [23] [24] [25] [26] [27] [28] [29] 307 L. Conyers, K. B. Boomer and B. T. McMahon, Workplace discrimination and HIV/AIDS: the national EEOC ADA research project, Work 25 (2005), 37 -48. L. Conyers, D. Unger and P. D. Rumrill, A comparison of equal employment opportunity commission case resolution patterns of people with HIV/AIDS and other disabilities, Journal of Vocational Rehabilitation 22 (2005), 171–178. D. de Vaus, Analyzing Social Science Data: 50 Key Problems in Data Aalysis, London, SAGE Publications Ltd. , 2002. D. R. Falvo, Medical and Psychosocial Aspects of Chronic Illness and Disability. Sudbury, MA, Jones and Bartlett Publishers, 2005. E. Fombonne, The prevalence of autism, JAMA 283(1) (2003), 87–89. U. Frish, Autism, Scienti? c American 268(6) (1993), 108–114. D. Garcia-Villamisar, D. Ross and P. Wehman, Clinical differential analysis of persons with autism in a work setting: a follow-up study, Journal of Vocational Rehabilitation 14 (2000), 183–185. W. D. Gouvier, S. Sytsma-Jordan and S. Mayville, Patterns of discrimination in hiring job applicants with disabilities: the role of disability type, job complexity, and public contact, Rehabilitation Psychology 48 (2003), 175–181. D. Hagner and B. F. Cooney B. F. , â€Å"I do that for everybody†: supervising employees with autism, Focus on Autism and Other Developmental Disabilities 20(2) (2005), 91–97. B. Hernandez, C. B. Keys and F. E. Balcazar, Disability rights: attitudes of private and public sector representatives, The Journal of Rehabilitation 70(1) (2004), 28–37. P. Howlin and S. Goode, Outcome in adult life for people ith autism and Asperger’s syndrome, in: Autism and Pervasive Developmental Disorders, F. R. Volkmar, ed. , New York, Cambridge University Press, 1998, pp. 209–241. P. Howlin, S. Goode, J. Hutton and M. Rutter, Adult outcome for children with autism, Journal of Child Psychology and Psychiatry 45(2) (2004), 212–229. K. H urlbutt and L. Chalmbers, Employment and adults with Asperger syndrome, Focus on Autism and Other Developmental Disabilities 19(4) (2004), 215–222. D. Koontz-Lowman, S. L. West and B. T. McMahon, Workplace discrimination and Americans with cerebral palsy: the national EEOC ADA research project. Journal of Vocational Rehabilitation 23 (2005), 171–177. J. Kregel, Why it pays to hire workers with developmental disabilities, Focus on Autism and Other Developmental Disabilities 14(3) (1999), 130–132. A. N. Lewis, B. T. McMahon, S. L. West, A. J. Armstrong and L. Belongia, Workplace discrimination and asthma: the national EEOC ADA research project, Journal of Vocational Rehabilitation 23 (2005), 189–195. L. Mawhood and P. Howlin, The outcome of a supported employment scheme for high-functioning adults with autism or Asperger syndrome, Autism 3 (1999), 229–254. M. A. McKenna, Discriminatory practices allegations under EEOC: an empirical analysis of investigated complaints ? led by those who have cancer (Doctoral dissertation, University of Maryland), Dissertation Abstracts International 66/05 (2005), 1650. B. T. McMahon and L. R. Shaw, Workplace discrimination and disability, Journal of Vocational Rehabilitation 23 (2005), 137–143. B. T. McMahon, L. R. Shaw and D. Jaet, An empirical analysis: employment and disability from an ADA litigation perspective, NARPPS Journal 10(2) (1995), 3–14. 308 [30] [31] [32] [33] [34] [35] [36] [37] [38] [39] [40] [41] [42] T. A. Van Wieren / Workplace discrimination and autism spectrum disorders: EEOC ADA B. T. McMahon, L. R. Shaw, S. West and K. Waid-Ebbs, Workplace discrimination and spinal cord injury: the national EEOC ADA research project, Journal of Vocational Rehabilitation 23 (2005), 155–162. B. T. McMahon, S. L. West, M. Mansouri and L. Belongia, Workplace discrimination and diabetes: the EEOC Americans with Disabilities Act research project, Work 25 (2005), 9–18. B. T. McMahon, S. L. West, L. R. Shaw, K. Waid-Ebbs and L. Belongia, Workplace discrimination and traumatic brain injury: the national EEOC ADA research project, Work 25 (2005), 67–75. G. B. Mesibov, V. Shea and L. W. Adams, Understanding Asperger Syndrome and High Functioning Autism, New York, Kluwer Academic/Plenum Publishers, 2001. P. R. Mitchell, B. T. McMahon and D. McKee, Speech impairment and workplace discrimination: the national EEOC ADA research project, Journal of Vocational Rehabilitation 23 (2005), 163–169. E. Muller, A. Schuler, B. A. Burton and G. B. Yates, Meeting the vocational support needs of individuals with Asperger syndrome and other autism spectrum disabilities, Journal of Vocational Rehabilitation 18 (2003), 163–175. B. S. Myles and R. L. Simpson, Asperger Syndrome: A Guide or Educators and Parents, Austin, TX, Pro-ed, 1998. National Institute of Mental Health, Autism spectrum disorders (pervasive developmental disorders, 2005, http://www. nimh. nih. gov/publicat/autism. cfm. S. Ozonoff, G. Dawson and J. McPartland, A Parent’s Guide to Asperger Syndrome High Functioning Autism, New York, The Guilford Press, 2002. L. J. Phillips and A. K. Stuifbergen, P redicting continued employment in persons with multiple sclerosis, Journal of Rehabilitation 72(1) (2006), 35–43. D. F. Polit, Data Analysis and Statistics for Nursing Research, Stamford, CT, Appleton Lange, 1996. I. Rapin, Autism, New England Journal of Medicine 337 (1997), 97–104. P. D. Rumrill, R. T. Roessler, B. T. McMahon, and S. M. Fitzgerald, Multiple sclerosis and workplace discrimination: the national EEOC ADA research project, Journal of Vocational Rehabilitation 23 (2005), 179–187. [43] [44] [45] [46] [47] [48] [49] [50] [51] [52] [53] P. D. Rumrill, R. T. Roessler, D. Unger and C. Vierstra, Title I of the Americans with Disabilities Act and Equal Employment Opportunity Commission case resolution patterns involving people with multiple sclerosis, Journal of Vocational Rehabilitation 20 (2004), 171–176. J. Schaller and N. K. Yang, Competitive employment for people with autism: correlates of successful closure in competitive and supported employment, Rehabilitation Counseling Bulletin 49(1) (2005), 4–16. A. Tartaglia, B. T. McMahon, S. L. West and L. Belongia, Workplace discrimination and dis? gurement: the national EEOC ADA research project, Work 25 (2005), 57–65. D. D. Unger, Employers’ attitudes toward persons with disabilities in the workforce: myths or realities? Focus On Autism and Other Developmental Disabilities 17(1) (2002), 2–10. D. D. Unger, L. R. Campbell and B. T. McMahon, Workplace discrimination and mental retardation: the national EEOC ADA research project, Journal of Vocational Rehabilitation 23 (2005), 145–154. D. D. Unger, P. D. Rumrill and M. L. Hennessey, Resolutions of ADA Title I cases involving people who are visually impaired: a comparative analysis, Journal of Visual Impairment Blindness (2005), 453–463. D. D. Unger, P. D. Rumrill, R. T. Roessler and R. Stacklin, A comparative analysis of employment discrimination complaints ? led by people with multiple sclerosis and individuals with other disabilities, Journal of Vocational Rehabilitation 20 (2004), 165–170. S. L. West, B. T. McMahon, E. Monasterio, L. Belongia and K. Kramer, Workplace discrimination and missing limbs: the national EEOC ADA research project, Work 25 (2005), 27–35. T. L. Whitman, The Development of Autism: A Self-Regulatory Perspective, London, Jessica Kingsley Publishers Ltd. , 2004. L. Wing, Past and future of research on Asperger syndrome, in: Asperger Syndrome, A. Klin, F. R. Volkmar and S. S. Sparrow, eds, New York, The Guilford Press, 2000, pp. 418–432. M. Yeargin-Allsop, C. Rice, T. Karapurkar, N. Doernberg, C. Boyle and C. Murphy, Prevalence of autism in a U. S. metropolitan area, Journal of American Medical Association 289(1) (2003), 49–55. How to cite Workplace Discrimination and Autism Spectrum Disorders, Papers

Essay on A Study On A Transgender Essay Example For Students

Essay on A Study On A Transgender Essay A transgender, 25 year old woman named Avery Edison travelling from London, England was detained at Pearson Airport by Canada Border Service Agency. According to her, the reason for her detention was due to an immigration issue involving her overstaying a previous student visa. Despite being identified as a female on her passport, Avery had male genitalia. Avery tweeted that she would be assessed by a nurse before being placed in a male or female cell. However, the fact that she had male genitalia resulted in her being sent to Maplehurst, Correctional Centre in Milton, Ontario which is a prison for males where Avery stayed for one night. In the article, it is stated that Avery had concerns regarding potential sex attacks towards her in the male facility. Furthermore, Avery is known to have a girlfriend from Toronto, named Romy Sugden who used twitter to post updates about Avery’s situation. According to Romy’s tweets Avery was eventually moved to a female facility and after attending a hearing she was able to go back to London. Avery’s situation represents a gender misrepresentation pertaining to sexuality. Therefore, this paper will discuss the ways in which transgender people’s sex and gender are constructed by society. Gender is a socially constructed term related to an individual’s features such as behaviour, culture and psychological state which express femininity and masculinity. For instance, sociologists would argue that characteristics of the male gender in a given society include independence, and dominance whereas females express more passive behavior. Gender identity, on the other hand is an individual’s sense of their gender or in other words, their sense as to whether they are feminine or masculine. Therefore, tran. .n border services†¦Ã¢â‚¬ . Moreover, â€Å"The Ontario Human Rights Commission’s webpage on gender identity and expression states that ‘people who are discriminated against or harassed because of gender identity are legally protected. This includes transsexual, transgender and intersex persons, cross-dressers, and other people whose gender identity or expression is, or is seen to be, different from their birth-identified sex’†On sex-segregated institutions like correctional facilities and hospitals, the OHRC says the standing practice allows â€Å"post-operative male to female transsexuals to stay in women’s correctional facilities† but in other situations it’s a case-by-case basis. â€Å"However, unless full sex reassignment surgery has been undertaken, the individual will be placed in a facility according to his or her birth-assigned gender in a segregated area,† the website continues.

LGBT Labor and Employment Issues

Many nations have established different criteria of determining the manner in which the scores of varied companies treat their workforce based on sexual orientation and gender characteristics. Among the many scales deployed is the ‘corporate equality index’. This scale â€Å"rates organizations on a scale running from 0 to 100 percent based on their treatment of gay, lesbian and transgender employees†1.Advertising We will write a custom critical writing sample on LGBT Labor and Employment Issues specifically for you for only $16.05 $11/page Learn More Scores realized upon the administration of gender and sexual orientation scales in some organizations reveal that gay, lesbian, bisexual and transgendered labor issues are pronounced in terms of workforce segregation and stereotyping in the realm of labor and employment. From this perspective, the research paper focuses on comparing experiences of lesbian and gay workers in public versus private sector, and then analyzes the policies of different organizations regarding gay and lesbian workers, both in public and private sectors. In public and private sector, LGBTs have encountered varied experiences. These experiences range from discrimination, inequitable compensation, unequal employment benefits and sexual harassment among others. Much of these experiences arise from ignorance and misunderstanding. While different organizations have made incredible strides in the 21st century through adoption of varying policies to ensure that LGBTs are sealed from discrimination, such individuals remain widely unprotected in the private sector. For instance, managers or administrators may possess little information regarding the LGBTs preferences, historical experiences, facts and perspectives of taking particular sexual orientation. The repercussion is unfair and ineffective rules, policies and actions getting instituted by an organization without taking the consideration of c oncerns of the LGBTs. Rights of LGBTs remain contentious among certain faith groups such s Catholics and evangelistic groups. Such groups widely believe that ensuring the LGBTs have equal access to equal employment opportunities would give rise to slewing gay marriages within their neighborhoods, which result into an inevitable apocalypse. Discrimination based on sexual orientation is a big challenge to modern organizations because the number of the transgendered, gays, lesbians and bisexual is on the rise. In this context, William institute estimates that, in the United States, â€Å"the number of LGBT employees is 7 million in private sector, 1 million state and local employees, and 200,000 employees of the federal government†2. In fact, 30% of all local and state lesbian, gay, bisexual, and transgendered employees dwell in New York and California. On the other hand, â€Å"lesbian, gay, bisexual and transgendered people make up only one half of one percent of state and loc al employees in Montana, North Dakota and Wyoming combined†3. The statistics gives a concrete inference that different states may need to embrace diverse policies in an attempt to address LGBTs discriminations in the labor and employment, both in public and private sector.Advertising Looking for critical writing on gender studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More In Tilcsik’s research, two differing resumes were sent to about 1700 potential candidates of a new job opening. Despite the two â€Å"resumes being largely similar in terms of qualifications of the applicants, one resume for every opening mentioned that the applicant had been part of a gay organization in college†4. The results of this study indicated that the applicants who did not have gay signal had higher chances of being invited for an interview (11.5 percent). On the other hand, applicants with gay signals had a chance of 7.2 percent of being invited for the same interview. Therefore, the study makes it clear that both public and private organizations need to enact suitable policies to help reduce the negative impacts. The major policies that are deemed crucial for curtailing incidences of discrimination in public and private sector organization are those seeking to reduce discrimination to near zero percent. Labor and employment human rights activists treat non-inclusion of aspects of gender and sexual affiliation as part of workforce diversity as an attempt to foster discrimination in the labor and employment sector in both public and private sector organizations5. Government advocates for equal rights for all people. Since, public organizations are highly inspired by the culture of the government in developing their policies; instances of discrimination experiences are lesser in public sector than in the private sector. Managers in private sector are widely guided by the human resource models that essentially require the managers to engineer and implement policies placed on them by executive directors and the employee rights. This makes it difficult for managers to come up with policies that ensure fairness and effectiveness for all; and yet ensure that the organization attains its noble role: remain profitable. The situation is even bad in case organizational culture fails to favor the concerns of the LGBTs. In conclusion, it is necessary to carry out an intensive research on the differences between experience of lesbian and gay workers in public versus private sector coupled with scrutinizing policies put in place by organization in both sectors to ensure that such experiences become beneficial to an organization. In this manner, it becomes probable to postulate possible interventions to deal with the rising problems in an endeavor to make private organizations succeed in future as organizations in private sector, especially in this era of globalization. Bibliography Hunter, Chris. 2012. Commi ssioners of Anti-discrimination Amendment. The Salina  Journal 1, no. 2: 415.Advertising We will write a custom critical writing sample on LGBT Labor and Employment Issues specifically for you for only $16.05 $11/page Learn More Tilcsik, Anthony. 2011. Pride and Prejudice: Employment Discrimination against Open Gay Men in the United States. American Journal of Sociology 117 no. 3: 586. Williams Institute. 2011. Estimates of Lesbian, Gay, Bisexual and Transgendered  Employees. New York: Williams institute. Williams, Steve. 2011.Trans Workplace Non-discrimination Bill. New Jersey, NJ: Pearson Publishers. Footnotes 1 Chris Hunter, â€Å"Commissioners of anti-discrimination amendment†. The Salina journal 1.2(2012): 415. 2 Williams Institute, Estimates of lesbian, gay, bisexual and transgendered employees (New York: Williams institute, 2011), 45. 3 (Steve Williams 2011, 44) 4 Anthony Tilcsik. â€Å"Pride and prejudice: employment discrimination a gainst open gay men in United States†. American journal of sociology 117.3(2011): 586.Advertising Looking for critical writing on gender studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More 5 Steve Williams, Trans workplace non-discrimination bill (New Jersey, NJ: Pearson Publishers, 2011), 34. This critical writing on LGBT Labor and Employment Issues was written and submitted by user Damian Houston to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

aol essays

aol essays NEW YORK-America Online, Inc. (NYSE: AOL) and Time Warner Inc. (NYSE: TWX) announced today the management team and structure for AOL Time Warners finance organization, which will take effect upon completion of the merger of the two companies. In making the announcement, J. Michael Kelly, currently AOLs chief financial officer and senior vice president, who will become chief financial officer and executive vice president of AOL Time Warner, said: We have assembled an extraordinarily talented group of finance executives from throughout AOL and Time Warner, drawing on the strengths of both companies. This is the first step in building the foundation for a world-class finance function. We have the right team, with the right combination of skills and experience, to support the financial and strategic goals of the company and to help us realize the tremendous potential of our merger. Gerald M. Levin, chairman and CEO of Time Warner, who will become CEO of AOL Time Warner, said: "Today's executive appointments will provide AOL Time Warner with an experienced, top-flight, hard-driving financial organization which can establish the operating metrics to support the growth opportunities that will help drive our continually accelerating performance." The following executives were named to key finance positions at AOL Time Warner: John LaBarca, senior vice president, financial operations. LaBarcas responsibilities will include merger integration tracking, internal audit and purchasing. He is currently senior vice president, financial operations at Time Warner Inc. He joined Time Warner in 1993. Frederick Yeager, senior vice president, finance. Yeagers responsibilities will include advising corporate senior management on key financial issues and representing the CFO on other matters. Yeager is currently vice president, finance and development at Time Warner Inc. He joined Time Warner in 1995. Ja...

Communication Assignment Example | Topics and Well Written Essays - 250 words - 8

Communication - Assignment Example Fortunately, the team leader was an experienced and competent figure and managed to resolve the conflict. He cleared the real problem in a face-to –face conversation and encouraged the conflict parties to collaboration. The effect was amazing! The team finished the project successfully, and team members improved their relationships. The interview with team leaders was a difficult task for me as it required long preparation; however, I had to react on spot in the discussion all the time. The interviewees were pleased with possibility to share their experience and gave extended and interesting answers. I realized that for a leader it is crucial to share with experience as leadership is not devotion, it is a skill, which can be practiced. For instance, some top managers of the companies can change the sphere of their work from car manufacture to laptops production. The experience of team managing is universal and it can be applied to any sphere that is why it is so important to learn all about

The Album that change my life Essay Example | Topics and Well Written Essays - 750 words

The Album that change my life - Essay Example The King along with his band group were a force to be reckoned with in the musical sense and also famous for their very powerful visual imagery. King Diamond earned his fame with this album and made his first mass public appearances wearing garish face paint to prove to be as dark as the themes he sang about. With Hank Shermann being one of the most creative Metal guitarists, musically the band was incredible. The dueling performance between Hank Shermann and Michael Denner was very intense as King prowled and lurked singing and screaming the often horrific subject matter that the band based their lyrics upon. Rounding out the group was Timi Grabber on bass and Kim Ruzz on drums. This was in fact the very first pure prog-metal album of all time in the sense that no key-boards were used. Compared to the next release of Mercyful Fate which had more direct structures, "Melissa" contains all the necessary components of progressive heavy metal such as the various themes and arrangements, changes of tempos and moods within any separate song from the album. It is a known fact that the main indicator of a progressive work is complexity, which consists of the above-mentioned components. A considerable part of audience fails to perceive the blasphemy in this album. The fact that it was released in the year 1983 and focused heavily on Anton LaVey's work and used topics like "venom", "Satanism" and "devils workshop" indicate that this was not a band which dealt with image alone and not actual ideals. Further, ideals hold no importance without talent. King delivers an unmatched vocal performance surpassing Bruce Dickson and Rob Halford who were the reigning vocalists of the era. Shermann and Denner were world class guitarists at par with Tipton and Downing. The album begins with their best known song "Evil" which starts off with a rolling head and culminated into an amazing riff backed by excellent guitar work and well paced vocals. it must have carved out a genre of it sown in the 1980's when it was released. The way King drops his voice so as to not overshadow the guitar makes for a perfect contrast with his extremely high falsettos. "Melissa" is in all probability the world's greatest debut. The combination effect of the camp Satanic theme along with the gigantic crests of riffs and the subtle neo- classical themes found in the guitar solos leaves the listener in boundless amazement. The awe inspiring acrobatics of the vocals the sheer sonic heaviness of the entire performance simply adds to the perfection. Playing the album in a dimly lit room with a black candle and closed eye, takes you to another level of existence altogether to be engulfed by devils, death and sacrifice. The music in general is mostly dark and heavy but nevertheless it is catchy and inspiring. The songs are rhythmically inventive embellished with time changes and tempo shifts. The musicians are all in sync with each other and there is seldom a faltered moment in the vocals or instruments. "Melissa" is one of the most famous and influential albums in the history of heavy metal. Merciful fate was dubbed as a "black metal "group in the 80's though by today's standards that assertation stands invalid, it still makes some sense. The black

Social and Physical Benefits of Parks and Recreation Literature Review Essay - 1

Social and Physical Benefits of Parks and Recreation Literature Review Paper - Essay Example n areas in cities in the form of parks and recreation spaces are essential because of their social, physical and psychological benefits, besides preserving the natural resources of the locale. There is increasing evidence from research studies that indicates that â€Å"the presence of natural areas contributes to increased quality of life in many ways† (Chiesura, 2004, p.129) of city residents. Urban nature in the form of parks, forests, and green belts, and its components such as trees and water, positively impacts the environment and ecology of a region. It accomplishes â€Å"important environmental services such as air and water purification, wind and noise filtering, and microclimate stablilization† (Chiesura, 2004, p.130). Thus, parks promote physical health by providing green spaces and fresh air for exercising and walking, and increase social well-being through opportunities for interacting with neighbors at a shared, common location. The social and psychological services of parks and recreation are vital for the livability of modern cities (Chiesura, 2004). This is reiterated by Gidlof-Gunnarsson and Ohrstrom, 2007) who emphasize on the importance of providing easy access to nearby ‘noise-free’ green areas offering relief from environmental stress such as traffic sounds, and opportunities for rest and relaxation. Chiesura (2004) examined the significance of parks for citizens’ well being, and for urban sustainability. The author conducted a survey among visitors of an urban park in Amsterdam, to investigate people’s â€Å"motives for urban nature, the emotional dimension involved in the experience of nature and its importance for people’s general well being† (Chiesura, 2004, p.129). The results demonstrate that parks and recreation spaces are beneficial services fulfilling human needs of an immaterial and nonconsumptive nature. The positive functions of green areas also extends to reduced fear, fewer incivilities, and lower levels of

Brand Equity for the Indian Telecom Market

Brand Equity for the Indian Telecom Market INTRODUCTION Background Telecommunication may well be Indias best told story and an apt indicator of its current economic potential. In around a decade, this booming industry has seen more growth and coverage in newspapers than any other sector. Aiding this superlative growth s of being one of the fastest growing markets in the world, is Indias rising incomes, dropping tariffs, more options with newer entrants and more competition. Also, external conditions like friendly government policies and a stable growing economy over the past decade has resulted in the Telecom sector becoming one of the key areas in Indias growth story. Indias wireless subscriber base as of December 2009 stood at ~ 525 million subscribers with new mobile connections for that month at ~ 19.1 mn which is a 8.5% growth M-o-M.(Edelweiss Monthly Telecom Tracker, 2010) With the markets saturating in most of the developed markets, the wide consumer base and potential in this market has attracted a number of new entrants with players such as Uninor that was launched in only 8 circles (out of the total of 23 Telecom circles present in the Indian market) adding an impressive 1.2 mn subscribers within the first month of its launch. Rationale for this Study There is steadily a paradigm shift that is happening in the way mobile devices are to be used in the future and it could well become the one-touch-point with the convergence of mobile and networking. Rural consumer base is a segment all providers are eyeing with the increasing saturation in the urban markets and growing competition. Given the nature of this highly competitive sector and the rapidly changing needs of the Indian consumer it is highly relevant today for these service providing brands to look at means at targeting subscribers beyond just a pricing or a product strategy. Tariff wars though common to this sector, would in silos prove to be unsustainable and a short term gain strategy. Porter (1990) suggests that branding as a key means of ‘differentiation and one of the most important ‘positioning strategies. The significance of branding from the strategic perspective has been widely acknowledged across marketing literature (Kapferer, 1994, Keller 1999). Aaker (1989) argues that a brand provides a sustainable competitive advantage for firms. According to Farquhar (1989), brands with high equity show greater resilience towards competitor promotions as well as create high barriers to entry. Although the literature identifies several dimensions of brand equity from other industries, specifically Consumer Products and Goods, existing literature on service firms and specifically with respect to the Telecom market is sparse. Despite the growing importance of this sector and its growing contribution to the Indian services market, the topic of how Telecom service providers build brand equity and their focus areas appears to be under researched Expected Contribution By applying the widely accepted Consumer based brand equity model for gauging the components, this study aims at empirically studying the inter relationships and impact of components to the overall equity within the context of the Indian Telecom market. The identification of components of brand equity from the consumers perspective in the context of the Indian Telecom Market Understanding the relationship between the dimensions of brand equity and the overall equity for the top 4 brands in the Indian Market (Source: TRAI, Nov 2009) Testing the relative importance of the dimensions of brand equity towards brand building for the 4 brands considered A comparative framework in understanding the relative changes in perception and ideological differences between the four brands under consideration Implication of Findings Results would provide the relative significance of dimensions contributing to the overall brand equity and hence provide a direction for managers in their brand building in terms of the weight ages to be assigned to the indicators The measurement of the brand equity would help in evaluation of the marketing mix elements. Gaining a knowledge of the relative importance of the dimensions would provide direction to the managers in terms of deciding the promotional support Originality/value The principal contribution of the present research is that it provides empirical evidence of building brand equity, supporting Aakers and Kellers conceptualization of brand equity for the Indian Telecom market. Not only has the CBBE model not been widely adopted in India, the brand building of Telecom service providers has also not been widely explored. Also, it provides a comparative framework for understanding the dimensions across the four brands Flow To accomplish the above stated goals, this paper offers a brief introduction to Indias Telecom market, an overview of the top service providers, their offerings, strategies and technological advances in the field. This is followed by a review of relevant theoretical literature to arrive at the research gap and the research objectives. Next, it describes the methodology and rationale for measuring customer-based brand equity. Analysis, Interpretation, conclusions and managerial implications would be arrived at the end of the study. LITERATURE REVIEW Brand Building in the Indian Telecom Market Strong brands provide a means of competing beyond just functionality and price. Strong brands that connect with the customers provide a better path to growth and the added value to the customers in this case is beyond just features and pricing strategies (Ehrenberg, Goodhardt, Barwise, 1990) Although in the current Indian Telecom market, the aggressive competition has resulted in a virtual price war, empirical analysis states that competitive strategies based on pricing provide only short term and less effective measures (Tayebeh, Farahani Manjappa, 2008) In this context, the identification of dimensions of brand equity and its significance in building brands becomes highly relevant. Indian Telecom Market Overview Market Potential: Enormous business potential for entrants given the low tele- density which is around 42% as per QPAC- Indian Telecom Industry report. Role of Foreign players: The increase in the FDI (Foreign Direct Investment) limit from 49% to 74% in 2005 has further aided in this increasing number of players in the market bettering their offering in terms of functionalities and price.(Telecom Pulse- Enam Securities, 2009) Competitive Landscape: The landscape is highly competitive with aggressive entry of new players in the GSM market. The price wars have forced even the incumbents to join in, in order to arrest the fall in their market share Newer players in the market such as Tata Docomo (TTSL) topped the industry in terms of subscriber adds of upto 3.3 mn in December 2009 while the new entrant Uninor garnered up to ~ 1.2 mn subscribers in the first month of launch as per Edelweiss Telecom Tracker, Dec 2009. Players like Telenor and Elsihat DB are also set to launch their operations in India by June 2010 (Sector Review- India Infoline, 2009) All this indicates that the incumbents no longer can afford to rely on short term measures to hold on to market shares Changing Market Scenario: Attractive Rural Markets: As per government statistics, the mobile penetration in rural regions is only around 13% as opposed to 73% in urban areas (Telecom and Technology Report- Economic Intelligence Unit, 2009) Challenges Faced: Despite the strong growth s, there are issues the market is facing in terms of Increase in fragmentation in the urban markets Competitive nd Aggressive Pricing Strategies Technological Updates: Atleast 60 to 80 million mobile subscribers will be 3-G enabled by 2012 which changes the market scenario. (QPAC- Indian Telecom Industry Report, 2009) The growing acceptance of Value added services (VAS), 3G would allow companys to increase their ARPU (Average Revenue per User) s by shifting from voice to non-voice segments CUSTOMER BASED BRAND EQUITY (CBBE) CONSTRUCT Given the context, companies have realized that investing in the right band building efforts will make brand equity one of their invaluable assets. Developing, maintaining and enhancing brand equity becomes the prerogative for brand building by any company Brand equity theory as proposed by Aaker (1991) was further developed from the consumers perspective by Keller (1993). According to Keller (2008), â€Å"customer-based brand equity is the differential effect that the brand has on consumer response to the marketing of the brand† (p. 70). The brand equity concept is measured broadly from two perspectives Financial based measure Consumer Based measure Various researchers have worked on developing a good model and constructs for its measurement as this is the basis for managing brand equity. In our paper we consider brand equity from the consumer perspective in terms of the value if provides to the consumer. CONCEPTUAL MODEL Aaker (1996) defines brand equity as a multidimensional concept and the components he associates with it include: Brand Awareness Perceived Quality Brand Associations and Proprietary Assets Consumer based brand equity has also been used as a measure has been previously by several researchers such as Yoo and Donthu (2002) and Washman and Plank (2002) Every company and sector looks at building and managing its equity as a means of gaining long term competitive advantage. In the model developed by Yoo and Donthu (2001) based on consumer based equity model, the authors have adopted the following four dimensions for the brand equity construct; Brand Loyalty Brand Awareness Perceived Quality Brand Associations An interesting fact contended by researchers by Srinivasan, Park and Chang (2005) was that apart from product related benefits, ‘non attributes also form strong preferences in terms of building brand equity and associations and forming points of differentiation. This is of high significance in our research given that we are working with service brands. For the purpose of our study, we adopt four dimensions to measure brand equity Generic brand Equity Dimensions Adopted 1 Brand Loyalty 2 Brand Awareness 3 Perceived Quality 4 Brand Associations The understanding of these generic dimensions in the context of the Indian Telecom market is done through the Pilot Qualitative research. This is further applied and tested onto the four brands using the Quantitative research KNOWLEDGE GAP The knowledge gaps identified are as follows: The existing literature points to the presence of various consumer based brand equity models and constructs, but there has been very few studies done in this field in terms of a particular sector but rather the focus is on development of a valid measurement model There are very few studies conducted in this field in the Indian context and specifically there are almost none that have been done from the perspective of identification of components for services There is hence paucity of literature about building service brands. Also, no previous research has examined the link dimensions of brand equity to the overall brand building for the Telecom market There is almost nil literature that is available that relates to branding and its impact on the Telecom market across the world. This would provide a whole scope of opportunities for future research in providing managers specific indicators and relative significance of factors that contribute to brand building. The research has further not been restricted to student samples only and is to be conducted on the actual consumers This article focuses on the measurement and impact of the dimensions on overall rand building exercise which is of paramount importance to the managers specifically in the field of Telecom where there has been sparse research done to arrive at the sector specific factors that contribute to building a strong brand. This research aims to address this need gap in both geography and sector (Indian Telecom market) through this study RESEARCH PROBLEM DEFINITION Research problem To measure the components of brand equity and explore the impact of the different dimensions on the overall equity specifically for the top four service provider brands operating in the Indian Telecom Market. Also to find out which is the most important component of the branding that leads to success in the Indian Market by the application of Consumer based brand equity (CBBE) model. Here, the category is a part of the design as we are specifically looking at how the components work in the case of service brands. Hence, the research findings would be applicable, if any, to other service categories than CPG or Durables. Research Questions To gauge the indicators of different components of Consumer based Brand Equity specifically in the context of the Indian Telecom Market* To Investigate the causal relationship between the dimensions of brand equity and the overall equity for top four service provider brands operating in the Telecom market* in India To use the Customer based Brand Equity model to test the relative importance of the dimensions of Brand Equity towards brand building for the Indian Telecom market* To provide a comparative framework in understanding these dimensions from the perspective of the four brands under consideration. * Here, the top 4 brands in the Indian Telecom Market (Airtel, Vodafone, Reliance and BSNL as of November 2009) are considered as a part of the analysis RESEARCH METHODOLOGY 1.1 Research Design: In order to achieve the objective as explained by the previous section, the following stages are proposed as a part of the research design. RESEARCH DESIGN AND ANALYSIS FRAMEWORK Storyboard PILOT QUALITATIVE RESEARCH The imperative behind this pilot Qualitative Analysis is to identify various parameters that are specific to the Indian Telecom market as derived on the basis of the CBBE model. These parameters are further taken as input for the Quantitative stage in the questionnaire. Data Collection Techniques Depth Interviews was used as the primary means of obtaining the qualitative data. Given the generic nature of the attributes to start with, the depth interviews provide flexibility in data collection and insights on pattern of usage. The purpose of these exploratory and unstructured interviews was to uncover the underlying motivation behind a persons behavior and actions. A guideline/discussion guide (Please refer to Appendix for a snapshot of this guideline used) was prepared for giving a direction and including the information areas to be probed in the discussion. The interview was free flowing on the basis of the responses obtained. A total of 8 depth interviews were conducted to understand the nature of subscribers need satisfaction when it comes to communication. Also, it aims to understand the emotional and functional benefits that is derived The discussion guide prepared broadly follows the below structure: Perspective on the Indian Telecom current market scenario The manner in which communication has changed over time Factors influencing choice of service provider Benefits sought in terms of functional and emotional attributes Brand Associations and Image associated with current players Association of Service Providers with instrumental and terminal values Drivers and restraints in choosing provider The tools and techniques used in order to probe included Projective Techniques such as Word Association, probing on attitudes and behavior with respect to their usage patterns and the emotional and functional benefits sought. Also, Projective and Enabling techniques such as Personification and Bubble drawing was used. The respondents were required to enter their thoughts associated with the provided brands. Data Elicitation techniques such as Sentence Completion and Clustering were used for the identification of instrumental and terminal values with the service providers apart from Brand Mapping QUANTITATIVE RESEARCH The various parameters that have been identified from the pilot qualitative questionnaire are to be tested to apply the CBBE model to the 4 top brands. The questionnaire is used for this purpose in order to identify the brand preferences and test the veracity of the parameters identified from the qualitative research. For this study, for the purpose of data accuracy and constraints, the top 4 brands in the Indian telecom market (as of Nov 2009) are considered Airtel, Vodafone, Reliance Communication and BSNL. Also, this selection allows us to compare and analyze the differences between diverse brands such as Airtel and BSNL. Also, it allows us to analyze the change in perceptions in the market towards brands such as BSNL over the years despite its strong head start in the market. The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. The independent variables identified are the 16 variables from the factors given below: a) Brand Knowledge b) Brand Associations c) Social Image d) Brand Loyalty e) Product Benefits f) Brand Usage i. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands. ii. The respondents are required to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. iii. Apart from this, the personal profiles of the respondent including the fundamental demographic details are collected. iv. Also, the usage habits in terms of their brands and the services utilized are also collected for further analysis. The questionnaire that is used is present in Appendix for reference. Following the data collection, the analysis is done using SPSS 15. This is further elaborated in the Data analysis section. 1.2 UNIVERSE SELECTION Qualitative Stage: In the first Qualitative Stage where we are looking at having Depth interviews to identify and assess the parameters specific to the Indian context, it is important to have a representation of the top 4 brands that is to be analysed. Hence the universe selection is as follows for the Qualitative Stage: City Gender SEC Age Current Service Provider DIs Bangalore M A2 20- 35 Reliance 2 Bangalore M B2 26- 40 BSNL 2 Ahmedabad F A1 23-28 Airtel 2 Ahmedabad M B1 25-35 Vodafone 2 Quantitative Stage: In the next stage of Quantitative analysis, we are looking at seeking responses and assessing the parameters identified to apply the CBBE model for the 4 brands. Hence, this should broadly meet the following criteria: Born and Currently residing in India Male or Female Age group between 20 60 Must be a user/have used at least one of the following four brands Airtel, Vodafone, Reliance or BSNL As the questionnaire was to be primarily administered online, it also necessitated the presence of a internet connection and was geographically dispersed across Metros and Tier I cities pan India SAMPLING DESIGN The Pilot qualitative research required Depth interviews from the perspective of the 4 different brand users. A total of 8 depth interviews was conducted for this purpose across genders and SECs. the sampling technique was stratified random with stratification on the basis of he brand Quantitative Stage: a. The questionnaire for the Quantitative stage was administered online. The targeted size was 130 to 150. This was arrived at considering the constraints given that each respondent was to provide responses for all the four brands thus providing rich data per response. b. The current offerings offered by the service providers are not segment-specific. Covering the difference in attitudes depending on changes in age, gender or geographic dispersion is not within the scope of this study and is not statistically analyzed from the point of future research. Hence there is to be no age or gender restriction in the sample selection. c. The cities chosen for sample selection include the metropolitans across the country and Tier I cities which would give a snapshot into the various geographic circles where the service is present within the constraints of administering the questionnaire online. Out of the total of 172 respondents, the number of complete valid responses obtained was 121. The demographics of this set are as follows: The completed responses have been filtered as per the following criteria: a. Location Constraint b. Usage Constraint: User/have used at least one of the top four brands Airtel, Vodafone, Reliance and BSNL Stage 2: DATA ANALYSIS Pilot Qualitative Study The broad parameters arrived at from the in- depth interviews are as follows: Performance of the Brand With the evolution of the Indian Telecom Industry and the emergence of multiple players with competitive offerings, the Indian subscribers are at a stage where the minimum expectation from any new entrant is the presence of a good working model with uninterrupted service quality, responsive customer service and flexible tariff options. â€Å"†¦. Having a clear connection cannot be a factor in choosing†¦.everyone provides that†¦.† â€Å" I would expect the provider to have good and responsive customer service to cater to complaints and resolve issues immediately† â€Å" †¦Apart from the basic services, I would also be interested in new offerings such as music and game downloads..† â€Å" †¦. I prefer lower recharge coupons and flexibility in payment plans..† Loyalty towards the providers Certain subscribers usually tend to stick with the current players unless there is a shift in either their needs or environment. Changes in provider are usually done when there is a shift in location geographically or a personal need. Also, there is the segment of consumers who do not really face an issue of number portability and are willing to switch to a different provider for want of a better offer or tariff â€Å" ..When I went to college, I found my friends with ‘X connection and hence got one as well†¦Ã¢â‚¬  â€Å"†¦This second connection was bought when I shifted from Hyderabad to Bangalore for my job..† â€Å"I like the friends circle plan that is offered by brand ‘Y and it suits my usage habits†¦..† Trust Worthiness Presence of a brand for a long duration in the market or with long term usage, subscribers develops a sense of attachment towards the brand that leads to the feeling of trust. â€Å"†¦ I think this brand is good and trust in subscribing to their offerings†¦.† â€Å" I think they are the best in the market, being the leaders in this region..† Brand Association/Image Most urban subscribers are conscious about the fit of the brand with their personalities. The youthfulness of the brand or the positioning also dictates their preference towards it. â€Å" †¦I would like it to be a bit classy and not for everyone†¦.† â€Å".. Trendy, with offers for the students is something I would look out for in my brand..† â€Å" ..The corporate connections are available only with these providers..which says a lot about these brands..† Hence narrowing down from the Pilot qualitative research, the factors that are taken into consideration for Quantitative analysis are as follows: Questionnaire Data Collection- Parameters for Assessment 1) Personal Profile a. Age b. SEC (Data regarding Education and Occupation of the Chief Wage earner is collected and then coded to extract the SEC of the respondent) c. Place of Residence 2) Brand Awareness a. Brand Recall i. Un-Aided ii. Aided b. Identification of Brand Elements i. Color of Brand Logo ii. Associated celebrity iii. Associated Tag Line 3) Brand Knowledge a. Brand Visibility across media 4) Brand Equity (Dependent variable) a. Rating of brand as the ‘Most Preferred Service Provider 5) Brand Associations a. Sincere b. Exciting c. Competent d. Rugged e. Sophisticated 6) Social Image a. I believe the brand is good and would subscribe to its offerings b. Trust 7) Brand Loyalty a. I believe this brand is worth the money I pay for its offerings b. Recommend ability of the brand c. Switching Likelihood to competitors brand given better offerings 8) Product Benefits a. Affordability b. Good Connectivity c. Clarity of Voice d. Responsive Customer Service e. Broad Set of Services and features 9) Brand Usage a. Number of Providers used thus far b. Current Service provider c. Name of brands used so far d. Choose type of services availed from the service provider . Stage 3: DATA ANALYSIS Brand Awareness and Usage pattern study Respondent Profile a. Age Dispersion: 20-60 years b. Locations considered: Metros, Tier I Cities pan India. Ahmedabad, Bangalore, Chennai, Mumbai, Delhi and Hyderabad c. By Gender: Male 62.8% Female 37.2% d. By SEC Classification From fig , it is seen that amongst the total valid respondent s, there is favorability towards SEC A. Given that most of the survey has been online in nature and that locations considered being metros and Tier I cities of India , this is justifiable. Further fig , provides the split across the 4 brands on the basis of SEC. It is clearly seen that both Airtel and Vodafone are mostly similar in terms of their positioning and having a higher incidence towards SEC A1 and A2 Brand Awareness It is interesting to note from fig that apart from Airtel that enjoys almost 95% unaided recall, the other brands are comparable in terms of their recall quotient. Specifically, BSNL as a brand has a higher recall on consumers minds over Vodafone and Reliance. In fig , when aided recall is considered, the disparity amongst brands reduces to a large extent and almost all brands fall between the 93 to 95% range except for new brands such as MTS which currently have a presence only across 11 out of 23 circles. An interesting fact to note from fig above is that in spite of the time elapsed, the ‘Hutch pug still holds a strong bond with the brand and subscribers compensate for the absence of celebritys through these brand symbols Usage Pattern From the fig it can be seen that most of the respondents on an average cluster around the possession of 2 service providers till date. Also, the average period of usage for respondents is around 24 months as is seen from fig STAGE 3: DATA ANALYSIS QUANTITATIVE Step 1: Identifying the important components of Brand Equity brand wise Using Exploratory Factor Analysis (EFA) The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands and the subscribers are to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. Exploratory factor analysis (EFA) is used to get this inter relationship or pattern between these variables and to reduce the number of variables. The resulting independent variables are termed ‘factors. The resulting factors and their variable groupings are observed to explain the nature of the factors and the resulting factors or components would be used in further analysis. Further, this is performed for each of the four brands. As a heuristic, factors with close loading on two or more components are rejected as they are not explained uniquely by one component. Further Eigen values are used to identify the number of factors. Principal Component Analysis is the extraction method that is used. Step2: Extracting the Scores of the components of Brand Equity brand wise The score of each of the resulting components of Brand Equity such as Perceived Quality, Brand Worthiness, Brand Loyalty, Brand Knowledge and Brand Personality have been computed using the mean of the weighted average of all the variables that are included within each component of the brand equity. This is calculated for each brand. For example: The component Airtel Brand Worthiness consists of 7 variables. The score of the 7 variables is multiplied by their respective factor loadings. The mean of the ‘weighted score of all the 7 variables is the score of the component Airtel-Brand Worthiness for Brand Airtel. These computed score of the factors and the scores of the dependent variable for Brand Equity are used to calculate the impact of components on the overall brand equity in the next stage Step3: Impact of Components of Brand Equity on the overall Brand Equity brand wise Using Multiple Regression Model On aggregating the variables on to different components brand wise, the next stage is to analyze the impact of these various components on the overall brand equity brand wise. Score on overall equity The dependent variable has the following attitudinal statement to get a brand wise score on the following statement that is measured on a 5 point scale â€Å"Your preference/liking levels for each of the 4 brands as the ‘Most Preferred Service Provider† It is seen that the variables that load onto the components vary brand wise. It is important to find the impact of these components on the overall brand equity for each brand in order to understand the significance each component plays on brand preference for each of the 4 brands. Hence, the weighted scores of the components are used as dependent variables to find their impact on the overall brand equity (as measured by the above rating) using Multiple regression analysis. This is calculated for each of the four brands. The regression model is given as follows: Y = a + b1X1 + b2X2 + b3X3 + b4X4 + †¦..bnXn + e Y = Score on the overall brand equity as given by the dependent variable for each of the brands X1 = Score on Component1 for each of the 4 brands X2 = Score on Component2 for each of the 4 brands X3 = Score on Component3 for each of the 4 brands Xn = Score Brand Equity for the Indian Telecom Market Brand Equity for the Indian Telecom Market INTRODUCTION Background Telecommunication may well be Indias best told story and an apt indicator of its current economic potential. In around a decade, this booming industry has seen more growth and coverage in newspapers than any other sector. Aiding this superlative growth s of being one of the fastest growing markets in the world, is Indias rising incomes, dropping tariffs, more options with newer entrants and more competition. Also, external conditions like friendly government policies and a stable growing economy over the past decade has resulted in the Telecom sector becoming one of the key areas in Indias growth story. Indias wireless subscriber base as of December 2009 stood at ~ 525 million subscribers with new mobile connections for that month at ~ 19.1 mn which is a 8.5% growth M-o-M.(Edelweiss Monthly Telecom Tracker, 2010) With the markets saturating in most of the developed markets, the wide consumer base and potential in this market has attracted a number of new entrants with players such as Uninor that was launched in only 8 circles (out of the total of 23 Telecom circles present in the Indian market) adding an impressive 1.2 mn subscribers within the first month of its launch. Rationale for this Study There is steadily a paradigm shift that is happening in the way mobile devices are to be used in the future and it could well become the one-touch-point with the convergence of mobile and networking. Rural consumer base is a segment all providers are eyeing with the increasing saturation in the urban markets and growing competition. Given the nature of this highly competitive sector and the rapidly changing needs of the Indian consumer it is highly relevant today for these service providing brands to look at means at targeting subscribers beyond just a pricing or a product strategy. Tariff wars though common to this sector, would in silos prove to be unsustainable and a short term gain strategy. Porter (1990) suggests that branding as a key means of ‘differentiation and one of the most important ‘positioning strategies. The significance of branding from the strategic perspective has been widely acknowledged across marketing literature (Kapferer, 1994, Keller 1999). Aaker (1989) argues that a brand provides a sustainable competitive advantage for firms. According to Farquhar (1989), brands with high equity show greater resilience towards competitor promotions as well as create high barriers to entry. Although the literature identifies several dimensions of brand equity from other industries, specifically Consumer Products and Goods, existing literature on service firms and specifically with respect to the Telecom market is sparse. Despite the growing importance of this sector and its growing contribution to the Indian services market, the topic of how Telecom service providers build brand equity and their focus areas appears to be under researched Expected Contribution By applying the widely accepted Consumer based brand equity model for gauging the components, this study aims at empirically studying the inter relationships and impact of components to the overall equity within the context of the Indian Telecom market. The identification of components of brand equity from the consumers perspective in the context of the Indian Telecom Market Understanding the relationship between the dimensions of brand equity and the overall equity for the top 4 brands in the Indian Market (Source: TRAI, Nov 2009) Testing the relative importance of the dimensions of brand equity towards brand building for the 4 brands considered A comparative framework in understanding the relative changes in perception and ideological differences between the four brands under consideration Implication of Findings Results would provide the relative significance of dimensions contributing to the overall brand equity and hence provide a direction for managers in their brand building in terms of the weight ages to be assigned to the indicators The measurement of the brand equity would help in evaluation of the marketing mix elements. Gaining a knowledge of the relative importance of the dimensions would provide direction to the managers in terms of deciding the promotional support Originality/value The principal contribution of the present research is that it provides empirical evidence of building brand equity, supporting Aakers and Kellers conceptualization of brand equity for the Indian Telecom market. Not only has the CBBE model not been widely adopted in India, the brand building of Telecom service providers has also not been widely explored. Also, it provides a comparative framework for understanding the dimensions across the four brands Flow To accomplish the above stated goals, this paper offers a brief introduction to Indias Telecom market, an overview of the top service providers, their offerings, strategies and technological advances in the field. This is followed by a review of relevant theoretical literature to arrive at the research gap and the research objectives. Next, it describes the methodology and rationale for measuring customer-based brand equity. Analysis, Interpretation, conclusions and managerial implications would be arrived at the end of the study. LITERATURE REVIEW Brand Building in the Indian Telecom Market Strong brands provide a means of competing beyond just functionality and price. Strong brands that connect with the customers provide a better path to growth and the added value to the customers in this case is beyond just features and pricing strategies (Ehrenberg, Goodhardt, Barwise, 1990) Although in the current Indian Telecom market, the aggressive competition has resulted in a virtual price war, empirical analysis states that competitive strategies based on pricing provide only short term and less effective measures (Tayebeh, Farahani Manjappa, 2008) In this context, the identification of dimensions of brand equity and its significance in building brands becomes highly relevant. Indian Telecom Market Overview Market Potential: Enormous business potential for entrants given the low tele- density which is around 42% as per QPAC- Indian Telecom Industry report. Role of Foreign players: The increase in the FDI (Foreign Direct Investment) limit from 49% to 74% in 2005 has further aided in this increasing number of players in the market bettering their offering in terms of functionalities and price.(Telecom Pulse- Enam Securities, 2009) Competitive Landscape: The landscape is highly competitive with aggressive entry of new players in the GSM market. The price wars have forced even the incumbents to join in, in order to arrest the fall in their market share Newer players in the market such as Tata Docomo (TTSL) topped the industry in terms of subscriber adds of upto 3.3 mn in December 2009 while the new entrant Uninor garnered up to ~ 1.2 mn subscribers in the first month of launch as per Edelweiss Telecom Tracker, Dec 2009. Players like Telenor and Elsihat DB are also set to launch their operations in India by June 2010 (Sector Review- India Infoline, 2009) All this indicates that the incumbents no longer can afford to rely on short term measures to hold on to market shares Changing Market Scenario: Attractive Rural Markets: As per government statistics, the mobile penetration in rural regions is only around 13% as opposed to 73% in urban areas (Telecom and Technology Report- Economic Intelligence Unit, 2009) Challenges Faced: Despite the strong growth s, there are issues the market is facing in terms of Increase in fragmentation in the urban markets Competitive nd Aggressive Pricing Strategies Technological Updates: Atleast 60 to 80 million mobile subscribers will be 3-G enabled by 2012 which changes the market scenario. (QPAC- Indian Telecom Industry Report, 2009) The growing acceptance of Value added services (VAS), 3G would allow companys to increase their ARPU (Average Revenue per User) s by shifting from voice to non-voice segments CUSTOMER BASED BRAND EQUITY (CBBE) CONSTRUCT Given the context, companies have realized that investing in the right band building efforts will make brand equity one of their invaluable assets. Developing, maintaining and enhancing brand equity becomes the prerogative for brand building by any company Brand equity theory as proposed by Aaker (1991) was further developed from the consumers perspective by Keller (1993). According to Keller (2008), â€Å"customer-based brand equity is the differential effect that the brand has on consumer response to the marketing of the brand† (p. 70). The brand equity concept is measured broadly from two perspectives Financial based measure Consumer Based measure Various researchers have worked on developing a good model and constructs for its measurement as this is the basis for managing brand equity. In our paper we consider brand equity from the consumer perspective in terms of the value if provides to the consumer. CONCEPTUAL MODEL Aaker (1996) defines brand equity as a multidimensional concept and the components he associates with it include: Brand Awareness Perceived Quality Brand Associations and Proprietary Assets Consumer based brand equity has also been used as a measure has been previously by several researchers such as Yoo and Donthu (2002) and Washman and Plank (2002) Every company and sector looks at building and managing its equity as a means of gaining long term competitive advantage. In the model developed by Yoo and Donthu (2001) based on consumer based equity model, the authors have adopted the following four dimensions for the brand equity construct; Brand Loyalty Brand Awareness Perceived Quality Brand Associations An interesting fact contended by researchers by Srinivasan, Park and Chang (2005) was that apart from product related benefits, ‘non attributes also form strong preferences in terms of building brand equity and associations and forming points of differentiation. This is of high significance in our research given that we are working with service brands. For the purpose of our study, we adopt four dimensions to measure brand equity Generic brand Equity Dimensions Adopted 1 Brand Loyalty 2 Brand Awareness 3 Perceived Quality 4 Brand Associations The understanding of these generic dimensions in the context of the Indian Telecom market is done through the Pilot Qualitative research. This is further applied and tested onto the four brands using the Quantitative research KNOWLEDGE GAP The knowledge gaps identified are as follows: The existing literature points to the presence of various consumer based brand equity models and constructs, but there has been very few studies done in this field in terms of a particular sector but rather the focus is on development of a valid measurement model There are very few studies conducted in this field in the Indian context and specifically there are almost none that have been done from the perspective of identification of components for services There is hence paucity of literature about building service brands. Also, no previous research has examined the link dimensions of brand equity to the overall brand building for the Telecom market There is almost nil literature that is available that relates to branding and its impact on the Telecom market across the world. This would provide a whole scope of opportunities for future research in providing managers specific indicators and relative significance of factors that contribute to brand building. The research has further not been restricted to student samples only and is to be conducted on the actual consumers This article focuses on the measurement and impact of the dimensions on overall rand building exercise which is of paramount importance to the managers specifically in the field of Telecom where there has been sparse research done to arrive at the sector specific factors that contribute to building a strong brand. This research aims to address this need gap in both geography and sector (Indian Telecom market) through this study RESEARCH PROBLEM DEFINITION Research problem To measure the components of brand equity and explore the impact of the different dimensions on the overall equity specifically for the top four service provider brands operating in the Indian Telecom Market. Also to find out which is the most important component of the branding that leads to success in the Indian Market by the application of Consumer based brand equity (CBBE) model. Here, the category is a part of the design as we are specifically looking at how the components work in the case of service brands. Hence, the research findings would be applicable, if any, to other service categories than CPG or Durables. Research Questions To gauge the indicators of different components of Consumer based Brand Equity specifically in the context of the Indian Telecom Market* To Investigate the causal relationship between the dimensions of brand equity and the overall equity for top four service provider brands operating in the Telecom market* in India To use the Customer based Brand Equity model to test the relative importance of the dimensions of Brand Equity towards brand building for the Indian Telecom market* To provide a comparative framework in understanding these dimensions from the perspective of the four brands under consideration. * Here, the top 4 brands in the Indian Telecom Market (Airtel, Vodafone, Reliance and BSNL as of November 2009) are considered as a part of the analysis RESEARCH METHODOLOGY 1.1 Research Design: In order to achieve the objective as explained by the previous section, the following stages are proposed as a part of the research design. RESEARCH DESIGN AND ANALYSIS FRAMEWORK Storyboard PILOT QUALITATIVE RESEARCH The imperative behind this pilot Qualitative Analysis is to identify various parameters that are specific to the Indian Telecom market as derived on the basis of the CBBE model. These parameters are further taken as input for the Quantitative stage in the questionnaire. Data Collection Techniques Depth Interviews was used as the primary means of obtaining the qualitative data. Given the generic nature of the attributes to start with, the depth interviews provide flexibility in data collection and insights on pattern of usage. The purpose of these exploratory and unstructured interviews was to uncover the underlying motivation behind a persons behavior and actions. A guideline/discussion guide (Please refer to Appendix for a snapshot of this guideline used) was prepared for giving a direction and including the information areas to be probed in the discussion. The interview was free flowing on the basis of the responses obtained. A total of 8 depth interviews were conducted to understand the nature of subscribers need satisfaction when it comes to communication. Also, it aims to understand the emotional and functional benefits that is derived The discussion guide prepared broadly follows the below structure: Perspective on the Indian Telecom current market scenario The manner in which communication has changed over time Factors influencing choice of service provider Benefits sought in terms of functional and emotional attributes Brand Associations and Image associated with current players Association of Service Providers with instrumental and terminal values Drivers and restraints in choosing provider The tools and techniques used in order to probe included Projective Techniques such as Word Association, probing on attitudes and behavior with respect to their usage patterns and the emotional and functional benefits sought. Also, Projective and Enabling techniques such as Personification and Bubble drawing was used. The respondents were required to enter their thoughts associated with the provided brands. Data Elicitation techniques such as Sentence Completion and Clustering were used for the identification of instrumental and terminal values with the service providers apart from Brand Mapping QUANTITATIVE RESEARCH The various parameters that have been identified from the pilot qualitative questionnaire are to be tested to apply the CBBE model to the 4 top brands. The questionnaire is used for this purpose in order to identify the brand preferences and test the veracity of the parameters identified from the qualitative research. For this study, for the purpose of data accuracy and constraints, the top 4 brands in the Indian telecom market (as of Nov 2009) are considered Airtel, Vodafone, Reliance Communication and BSNL. Also, this selection allows us to compare and analyze the differences between diverse brands such as Airtel and BSNL. Also, it allows us to analyze the change in perceptions in the market towards brands such as BSNL over the years despite its strong head start in the market. The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. The independent variables identified are the 16 variables from the factors given below: a) Brand Knowledge b) Brand Associations c) Social Image d) Brand Loyalty e) Product Benefits f) Brand Usage i. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands. ii. The respondents are required to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. iii. Apart from this, the personal profiles of the respondent including the fundamental demographic details are collected. iv. Also, the usage habits in terms of their brands and the services utilized are also collected for further analysis. The questionnaire that is used is present in Appendix for reference. Following the data collection, the analysis is done using SPSS 15. This is further elaborated in the Data analysis section. 1.2 UNIVERSE SELECTION Qualitative Stage: In the first Qualitative Stage where we are looking at having Depth interviews to identify and assess the parameters specific to the Indian context, it is important to have a representation of the top 4 brands that is to be analysed. Hence the universe selection is as follows for the Qualitative Stage: City Gender SEC Age Current Service Provider DIs Bangalore M A2 20- 35 Reliance 2 Bangalore M B2 26- 40 BSNL 2 Ahmedabad F A1 23-28 Airtel 2 Ahmedabad M B1 25-35 Vodafone 2 Quantitative Stage: In the next stage of Quantitative analysis, we are looking at seeking responses and assessing the parameters identified to apply the CBBE model for the 4 brands. Hence, this should broadly meet the following criteria: Born and Currently residing in India Male or Female Age group between 20 60 Must be a user/have used at least one of the following four brands Airtel, Vodafone, Reliance or BSNL As the questionnaire was to be primarily administered online, it also necessitated the presence of a internet connection and was geographically dispersed across Metros and Tier I cities pan India SAMPLING DESIGN The Pilot qualitative research required Depth interviews from the perspective of the 4 different brand users. A total of 8 depth interviews was conducted for this purpose across genders and SECs. the sampling technique was stratified random with stratification on the basis of he brand Quantitative Stage: a. The questionnaire for the Quantitative stage was administered online. The targeted size was 130 to 150. This was arrived at considering the constraints given that each respondent was to provide responses for all the four brands thus providing rich data per response. b. The current offerings offered by the service providers are not segment-specific. Covering the difference in attitudes depending on changes in age, gender or geographic dispersion is not within the scope of this study and is not statistically analyzed from the point of future research. Hence there is to be no age or gender restriction in the sample selection. c. The cities chosen for sample selection include the metropolitans across the country and Tier I cities which would give a snapshot into the various geographic circles where the service is present within the constraints of administering the questionnaire online. Out of the total of 172 respondents, the number of complete valid responses obtained was 121. The demographics of this set are as follows: The completed responses have been filtered as per the following criteria: a. Location Constraint b. Usage Constraint: User/have used at least one of the top four brands Airtel, Vodafone, Reliance and BSNL Stage 2: DATA ANALYSIS Pilot Qualitative Study The broad parameters arrived at from the in- depth interviews are as follows: Performance of the Brand With the evolution of the Indian Telecom Industry and the emergence of multiple players with competitive offerings, the Indian subscribers are at a stage where the minimum expectation from any new entrant is the presence of a good working model with uninterrupted service quality, responsive customer service and flexible tariff options. â€Å"†¦. Having a clear connection cannot be a factor in choosing†¦.everyone provides that†¦.† â€Å" I would expect the provider to have good and responsive customer service to cater to complaints and resolve issues immediately† â€Å" †¦Apart from the basic services, I would also be interested in new offerings such as music and game downloads..† â€Å" †¦. I prefer lower recharge coupons and flexibility in payment plans..† Loyalty towards the providers Certain subscribers usually tend to stick with the current players unless there is a shift in either their needs or environment. Changes in provider are usually done when there is a shift in location geographically or a personal need. Also, there is the segment of consumers who do not really face an issue of number portability and are willing to switch to a different provider for want of a better offer or tariff â€Å" ..When I went to college, I found my friends with ‘X connection and hence got one as well†¦Ã¢â‚¬  â€Å"†¦This second connection was bought when I shifted from Hyderabad to Bangalore for my job..† â€Å"I like the friends circle plan that is offered by brand ‘Y and it suits my usage habits†¦..† Trust Worthiness Presence of a brand for a long duration in the market or with long term usage, subscribers develops a sense of attachment towards the brand that leads to the feeling of trust. â€Å"†¦ I think this brand is good and trust in subscribing to their offerings†¦.† â€Å" I think they are the best in the market, being the leaders in this region..† Brand Association/Image Most urban subscribers are conscious about the fit of the brand with their personalities. The youthfulness of the brand or the positioning also dictates their preference towards it. â€Å" †¦I would like it to be a bit classy and not for everyone†¦.† â€Å".. Trendy, with offers for the students is something I would look out for in my brand..† â€Å" ..The corporate connections are available only with these providers..which says a lot about these brands..† Hence narrowing down from the Pilot qualitative research, the factors that are taken into consideration for Quantitative analysis are as follows: Questionnaire Data Collection- Parameters for Assessment 1) Personal Profile a. Age b. SEC (Data regarding Education and Occupation of the Chief Wage earner is collected and then coded to extract the SEC of the respondent) c. Place of Residence 2) Brand Awareness a. Brand Recall i. Un-Aided ii. Aided b. Identification of Brand Elements i. Color of Brand Logo ii. Associated celebrity iii. Associated Tag Line 3) Brand Knowledge a. Brand Visibility across media 4) Brand Equity (Dependent variable) a. Rating of brand as the ‘Most Preferred Service Provider 5) Brand Associations a. Sincere b. Exciting c. Competent d. Rugged e. Sophisticated 6) Social Image a. I believe the brand is good and would subscribe to its offerings b. Trust 7) Brand Loyalty a. I believe this brand is worth the money I pay for its offerings b. Recommend ability of the brand c. Switching Likelihood to competitors brand given better offerings 8) Product Benefits a. Affordability b. Good Connectivity c. Clarity of Voice d. Responsive Customer Service e. Broad Set of Services and features 9) Brand Usage a. Number of Providers used thus far b. Current Service provider c. Name of brands used so far d. Choose type of services availed from the service provider . Stage 3: DATA ANALYSIS Brand Awareness and Usage pattern study Respondent Profile a. Age Dispersion: 20-60 years b. Locations considered: Metros, Tier I Cities pan India. Ahmedabad, Bangalore, Chennai, Mumbai, Delhi and Hyderabad c. By Gender: Male 62.8% Female 37.2% d. By SEC Classification From fig , it is seen that amongst the total valid respondent s, there is favorability towards SEC A. Given that most of the survey has been online in nature and that locations considered being metros and Tier I cities of India , this is justifiable. Further fig , provides the split across the 4 brands on the basis of SEC. It is clearly seen that both Airtel and Vodafone are mostly similar in terms of their positioning and having a higher incidence towards SEC A1 and A2 Brand Awareness It is interesting to note from fig that apart from Airtel that enjoys almost 95% unaided recall, the other brands are comparable in terms of their recall quotient. Specifically, BSNL as a brand has a higher recall on consumers minds over Vodafone and Reliance. In fig , when aided recall is considered, the disparity amongst brands reduces to a large extent and almost all brands fall between the 93 to 95% range except for new brands such as MTS which currently have a presence only across 11 out of 23 circles. An interesting fact to note from fig above is that in spite of the time elapsed, the ‘Hutch pug still holds a strong bond with the brand and subscribers compensate for the absence of celebritys through these brand symbols Usage Pattern From the fig it can be seen that most of the respondents on an average cluster around the possession of 2 service providers till date. Also, the average period of usage for respondents is around 24 months as is seen from fig STAGE 3: DATA ANALYSIS QUANTITATIVE Step 1: Identifying the important components of Brand Equity brand wise Using Exploratory Factor Analysis (EFA) The various parameters that have been identified from the pilot qualitative questionnaire as being variables leading to brand equity interact with each other as well. These 16 variables have been expressed in form of attitudinal statements for each of the 4 brands and the subscribers are to rate them on a 5 point scale between Strongly Disagree to Strongly Agree on the basis of their usage/perceptions. Exploratory factor analysis (EFA) is used to get this inter relationship or pattern between these variables and to reduce the number of variables. The resulting independent variables are termed ‘factors. The resulting factors and their variable groupings are observed to explain the nature of the factors and the resulting factors or components would be used in further analysis. Further, this is performed for each of the four brands. As a heuristic, factors with close loading on two or more components are rejected as they are not explained uniquely by one component. Further Eigen values are used to identify the number of factors. Principal Component Analysis is the extraction method that is used. Step2: Extracting the Scores of the components of Brand Equity brand wise The score of each of the resulting components of Brand Equity such as Perceived Quality, Brand Worthiness, Brand Loyalty, Brand Knowledge and Brand Personality have been computed using the mean of the weighted average of all the variables that are included within each component of the brand equity. This is calculated for each brand. For example: The component Airtel Brand Worthiness consists of 7 variables. The score of the 7 variables is multiplied by their respective factor loadings. The mean of the ‘weighted score of all the 7 variables is the score of the component Airtel-Brand Worthiness for Brand Airtel. These computed score of the factors and the scores of the dependent variable for Brand Equity are used to calculate the impact of components on the overall brand equity in the next stage Step3: Impact of Components of Brand Equity on the overall Brand Equity brand wise Using Multiple Regression Model On aggregating the variables on to different components brand wise, the next stage is to analyze the impact of these various components on the overall brand equity brand wise. Score on overall equity The dependent variable has the following attitudinal statement to get a brand wise score on the following statement that is measured on a 5 point scale â€Å"Your preference/liking levels for each of the 4 brands as the ‘Most Preferred Service Provider† It is seen that the variables that load onto the components vary brand wise. It is important to find the impact of these components on the overall brand equity for each brand in order to understand the significance each component plays on brand preference for each of the 4 brands. Hence, the weighted scores of the components are used as dependent variables to find their impact on the overall brand equity (as measured by the above rating) using Multiple regression analysis. This is calculated for each of the four brands. The regression model is given as follows: Y = a + b1X1 + b2X2 + b3X3 + b4X4 + †¦..bnXn + e Y = Score on the overall brand equity as given by the dependent variable for each of the brands X1 = Score on Component1 for each of the 4 brands X2 = Score on Component2 for each of the 4 brands X3 = Score on Component3 for each of the 4 brands Xn = Score