Cry the Beloved Country dialectical journal Essay

â€Å"Kumalo climbed into the carriage for non-Europeans, already full of the humbler people of his race†¦Ã¢â‚¬  (43) How there’s a carriage exclusively for non-Europeans is understandable at the time period that this novel is set in, but people who read this in the 21st century might think that this is odd how Europeans couldn’t stand to ride in the same carriage as non-Europeans. â€Å"Black and white it says, black and white, though it is red and green. It is too much to understand.† (47) The order it goes, black and white then red and green. It shows you that the whites are more superior because they are the sign to go, and the blacks have to stop and wait. The whites always get first word on things and blacks have to settle with that the whites left them. â€Å"They talked of young criminal children and older and more dangerous criminals, of how white Johannesburg was afraid of black crime.† (52) How it says â€Å"black crime† is just wrong. There is such thing as white crime too, but apparently the white people don’t think that white crime is just as dangerous as black crime. It shows how scared they were of people of different races and think that just because of your color you are prone to do more dangerous things. â€Å"That is a pity, says Msimsngu. I am not a man for segregation, but it is a pity that we are not apart. They run trams from the centre of the city, and part is for Europeans and part for us. But we are often thrown off the trams by young hooligans. And our hooligans are ready for trouble too.† (58) It’s sort of sad how this is a person who doesn’t believe in segregation, but feels the need to be apart from the other race. When someone is being hostile towards you it’s not a good feeling, so of course you wouldn’t want to be near that individual. I think in this setting and time it’s understandable that someone would feel this way about being separated. Kumalo’s face wore the smile, the strange smile not known in other countries, of a black man when he sees one of his people helped in public by a white man, for such a thing is not lightly done. (81) It bothers me that this smile is for a deed that should be done anyway. I mean, I know it’s set in a time where there’s segregation between  the different races, but seeing how I was born and raised in an era where it isn’t customary to ignore someone solely because of their race. Cry, the Beloved Country Dialectical Journals Theme: Fear Quote Response The small child opened the door, carefully like one who was afraid to open carelessly, the door of so important a house, and stepped timidly in.† (35) Just how the girl’s movement is describes makes me feel scared. The words â€Å"timidly† and â€Å"carelessly† really add on to how you could picture her moving. Being a small child and going into a house that is owned by such an important person would be terrifying because if you were to accidentally break something or slip up then it’d be very bad. â€Å"They go to Johannesburg, and there they are lost, an no one hears of them at all.† (39) It sounds like Johannesburg is sucking them up and not letting them free. People might never hear from people that have gone to Johannesburg because their life was getting worse by living in Johannesburg. I would be kind of scared to go to Johannesburg because no one hears from you again. â€Å"He goes carefully that he may not bump anybody, holding tightly on to his bag.†(47) He’s afraid that someone might try to snatch his bag. Being in an unknown place is hard for a lot of people. They hear rumors and then they get scared. It’s not bad to always be careful, but it wasn’t just careful he was being. The young man took the pound and walked a short distance to the corner. As the turned it. Kumalo was afraid. The line moved forward and he with it, clutching his bag. And again forward, and again forward, and soon he must enter a bus, but still he had no ticket. As through the has suddenly thought of something he left he line, and walked the corner, but there was no sign of the young man.(48-49) Trusting strangers with your money isn’t an easy thing to do. And being in a foreign place makes it even more confusing on if you should trust anyone or not. When you’re poor like Kumalo was, money was very precious to you. He was taking m oney that was going to be used for clothes. Seeing someone run off with your money is something that makes you lose faith in the human race. Cry, the Beloved Country Dialectical Journals Theme: Economic Prosperity v. Loss of Values Quote Response â€Å"She came here to look for her husband who was recruited for the mines†¦ She lives in Claremont, not far from here. It is one of the worst places in Johannesburg†¦ †¦ that is her work, she makes and sells it†¦ These women sleep with any man for their price†¦ She has been in prison, more than once.† (53) Kumalo’s sister went to the big city to find her husband and it turns out that she never did. At least that’s what it seems like it’s trying to hint at. It seems like as soon as she entered a place to be rumored as a better economic area, she lost all morals and values. This is sad really, for both Kumalo and his sister. (55) Cry, the Beloved Country Dialectical Journals Theme: Poverty Quote Response â€Å"How can I use it? he said. This money was to send Absalom to St. Chad’s†¦ This money we have saved for that purpose will never be used for it.† (38-39) Stephen feels if he were to use the money they saved for his son it wouldn’t be right. He also knows that if he doesn’t use it, it might never be used for anything at all. He doesn’t know where his son is because he hasn’t tried to contact ever since he left. â€Å"Take it all, Stephen. There may be doctors, hospital, other troubles. Take it all. And take the Post Office Book––there is ten pounds in it––you must take that also. – I have been saving that for your stove, He said – That cannot be helped, she said. And that other money, though we saved it for St. Chad’s, I had meant it for your new black clothes, and a new black hat, and new white collars† (40) I think how Stephen’s wife tells him to take all the money is something that shows how much she cares about his well  being. How they were saving it for a stove for his wife and new clothes for Stephen but his wife wanted him to take the money for their needs before their wants. Stephen needs to have enough money for anything and everything that might be thrown in his path in this journey he is about to embark on. â€Å"This is a long way to go, and a lot of money to pay. And if he has to bring her back, what will that cost too?† (42) He’s going to this unknown city where they don’t know how much things are. And if his sister is gravely ill, then what? He’s not going to leave her there, she’s family and family always comes first. â€Å"Is it wrong to ask more money? John Kumalo asks. We get little enough. It is only our share that we ask, enough to our wives and families from starvation. For we do not get enough. The Lansdown Commission said that we do not get enough. The Smit Commission said that we do not get enough.† (218) Everyone is saying that John Kumalo is poor because he isn’t getting enough money. He’s wondering if asking for money is something that is socially acceptable, even if you need it to not starve. I think that this is sort of sad because when you think about it there are people in this time of day that would ask the same question to themselves but never ask. Cry, the Beloved Country Dialectical Journals Theme: Religion Quote Response (37) I lied. This doesn’t work. (43) Ha. This one doesn’t work either >.< (51) Oh and this? FAIL. â€Å"They went into a room where a table was laid, and there he met many priests, both white and black, and they sat down after grace and ate together.† (51) At a time of social and political unrest, the two different races could sit together without being appalled by each other’s races. I think that speaks for itself in the fact that religion is uniting the (187) Ha not this one. this one is evil. jk Cry, the Beloved Country Dialectical Journals Theme: Forgiveness Quote Response â€Å"They knelt down, and he prayed, quietly so that the neighbors might not hear, and she punctuated his petitions with Amens. And when he had finished, she burst into a torrent of prayer, of self-denunciation, and urgent petition. And thus reconciled, they sat hand in hand.† (61) â€Å"†¦ And he said to her, will you now take a fourth husband? And desperately she said, no, no, I want no husband anymore.† (146) â€Å" And so he laughed again, and let go her hands, and took up his hat. I shall come for you when everything is ready for the marriage. Have you clothes?† (148) â€Å"-I have heard you, he said. I understand what I did not understand. There is no anger in me.† (214)

Summary – Automotive Supply Synchronization

Operations Management â€Å"Automotive Supply Chain Synchronization† Summary The article, â€Å"Automotive Supply Chain Synchronization† by Matthias Berlit, Ulrich Dorndorf, and Hans Jurgen Zimmerman, discussed the importance of logistics planning in the management of automotive supply chains, and namely the role the transport management system SynroTESS played in the optimization of supply chains for Audi and Volkswagen (VW) Mexico.The article began by explaining that the unregulated inbound, internal and outbound movements within a given automotive supply chain were not only inefficient, but also led to significant wasted time evidenced by the queuing of vehicles and the congestion that results from waiting. The authors argued that this waste of resources could be overcome by the proper synchronization of movements with the use of a computer program called SyncroTESS. SyncroTESS was developed by a German IT company called INFORM and was described as a system that â₠¬Å"intelligently synchronizes time-critical transport operations. The system is immensely capable of optimizing operations like the allocation of material handling resources within a plant to scheduling the trucks used for internal and inter-factory movements. The authors then went on to provide two case studies in which SyncroTESS was able to successfully optimize the synchronization of auto supply chains for Audi and VW Mexico. The first case study involved the Audi Ingolstadt production facility in Germany. The Ingolstadt factory is Audi’s largest production facility and produces roughly 850 built to order cars from its assembly lines daily.As we learned from the Marshall Fisher Harvard Business Review article â€Å"What is the right supply chain for your product,† these built to order vehicles are considered an innovative product must employ a market responsive supply chain to meet it’s demand properly. In order to optimize this sort of supply chain, the Syn croTESS system manages â€Å"the internal material flow† of at least 3 days worth of stock, â€Å"optimizes the execution of 60,000 internal transport orders per day,† including â€Å"up to 3,000 stock-in and 4,000 stock-out movement per day† and â€Å"the flow and transport of materials from the parts warehouse to the assembly line. As of 2006, the SyncroTESS system has been fully integrated into Audi’s IT system and is still currently in use. In fact, SyncroTESS’s responsibilities have been expanded to include the scheduling of about 500 inbound truck movements a day. The second case study showcased the impact of the SyncroTESS system in the optimization of controlling finished auto inventory in the yards of VW Mexico. The vehicle yards in Mexico distribute about 350,000 vehicles to dealers worldwide yearly.The inventory is specifically tailored to store 2 types of production vehicles; built to order, hence innovative products, for the European market and built to stock, otherwise known as functional products, for the Mexican and North American markets. Although VW Mexico was dealing with essentially two types of products, the fact that these products were already completed and ready for shipment, this case study focused on SyncroTESS’s ability to handle an efficient supply chain for otherwise functional products.VW Mexico successfully implemented the optimization of its supply chain by marrying the SyncroTESS transport management system with VW’s proprietary TOMCADS system. This action allowed VW to rely on a single all encompassing logistical operation system and eliminated the confusion created from the use of the 3rd party logistic providers (3PLs) of the past. SyncroTESS and TOMCADS worked in concert through a process called â€Å"intelligent yard management. VW’s TOMCADS system would inform SyncroTESS of a vehicle’s impending arrival. At that time, the car would be inspected and â€Å"in the event of any defects† the car would be â€Å"returned to production and SyncroTESS (would) re-plan the car’s route allowing for repairs. † Otherwise, the synchronization system would work to optimize the flow of the vehicle inventory from each yard in great detail; from the flow of each vehicle within specific yards, to the order in which vehicle would be loaded as cargo to reduce wasted movement.The successful impact of the synchronization of transport management systems was made evident when Bjorn Beckmann, head of Logistics Planning group at VW Mexico, explained that, â€Å"As a result of the (now) large number of cars leaving and entering our operations, most cars do not remain longer than 1. 5 days in the yards. † This lower lead-time in delivering the finished inventory is beneficial to both responsive and efficient supply chains, satisfying the demand of both types of production vehicles. The authors would then go on to describe how SyncroTESS has evolved to nclude GPS technology to further track the movement of inventory in real time. The full integration of the logistical system has allowed VW Mexico to create a more complete picture of its inventory flow. In fact, In addition to Audi and VW, BMW and Daimler have also adopted synchronization technology to optimize the execution of their supply chain with a typical â€Å"break-even period of two years. † The conclusion drawn from the authors essentially reinforced Fisher’s stance that the implementation of the proper supply chain for a given product, despite the cost, is ultimately more beneficial to a company than focusing on cost alone.

Electric dipole moments of elementary particles Essay

Electric dipole moments of elementary particles - Essay Example A significant increase in experimental sensitivity surged with over 106 factor4 improvement. Figure 1 below shows an impressive breakthrough in said improvement in the experimental sensitivity. This improvement was for about 8 years.5 Yet, despite all these improved pursuits, no electric dipole moment was observed. Why do some scientists still spend so much time and effort looking for an EDM, something that is almost deemed a lost cause? Lamareoux and Golub6 believe that the reason why many physicists are quite obsessed in in searching for the EDM is that the observation of a non-zero neutron electric dipole moment is proof of time reversal violation that goes over and beyond the electro-weak interactions called â€Å"Standard Model†. A vital point is that the standard model predictions of time reversal violation’s magnitude are not consistent with the existing ideas about the formation of our universe. The production of what is presently seen as matter/antimatter asymm etry needs time reversal violation that has many orders of magnitude more than what is forecasted by the standard model. Figure 1. Sensitivity of neutron EDM experiments over time. On the left of the graph are some theoretical predictions of the magnitude of the neutron EDM. The electric dipole moments could easily offer to the world of physics one of the, if not the most thrilling prospects for its progress, particularly in particle physics. This could easily spell a bright future awaiting prospective experimentations that has something to do with the EDM calculations. Golub and Huffman7 has been very precise on what physicists and scientists expect to find when it comes to the search for neutron electric dipole moments by saying that such search for nEDM could easily represent a good hope for understanding and learning Physics well beyond the Standard Model (SM) since finding any non-zero neutron electric dipole moment would be a strong proof of the breakdown of the SM. The C, P a nd T The reversal of space coordinates, or the so-called parity P, T or the time reversal invariance and C, the charge conjugation are the three significant symmetry principles in the field of nuclear science. In particle physics, these three have a crucial role in understanding weak forces and weak interactions. These 3 symmetries are also the main points in understanding if a nucleus is behaving differently when the spatial configuration becomes reversed (P),or if time’s direction is made to run in a backward direction instead of the usual forward direction (T), or should the nucleus’ matter particles are changed to antimatter particles (C).†8 In a CP symmetry, the charge conjugation turns a particle into its reverse or its anti-particle. Likewise, parity creates an object’s mirror image. It has been an accepted fact in science that physical laws are unchangeable or invariant when undergoing parity transformation. Time, charge and space are nuclear prope rties that are reserved or reflected in mirror-like changes in symmetry properties. In the natural universe, it is but expected that mirror symmetries or inverses to exist. Since parity symmetry is valid for all reactions that involve strong forces and electromagnetism, the fundamental conservational laws such as conservation of momentum and conservation of energy also include parity conservation. However, two physicists, Chen Ning Yang and Tsung-Dao Lee, contradicted

Battle in the History of the Printed Word Essay

Battle in the History of the Printed Word - Essay Example word as a principal vehicle of knowledge and thought, and that without censorship, printed word could be a possible vehicle for subversive political views that can overthrow the government (eds. Darnton and Roche p.3-5). The eighteenth century view of censorship versus free press is different from the current perspective on the said issue. During the Enlightenment era, the promotion of a liberal worldview has been the point of struggle of the people. Old Regime France has controlled the press in the hopes of controlling the perspective of the people on the current governing body. The state was frequently challenged by the people concerning the way they govern and manage the nation. Because of this, the state has established laws of censorship. This was to prevent further uprising and to prevent people from gathering ideas that will eventually bring the end of the absolutist state. This censorship has split the publication world into two, those that adhered to the laws set by the state and those that opposed censorship and went into underground publication. The state was able to put in place censorship laws. Before any material was published, it will undergo an inspection and if the state saw that it may contain subversive ideas, then it will be edited or not published at all. The government has not perfected the system, though, and people found ways around it. Underground published materials circulated throughout France, reaching even more supporters of free press. While the inspectors worked hard in tracking down and preventing seditious material from being circulated, the booksellers pushed to expand their businesses capitalizing on the Enlightenment ideas that have been spreading like wildfire throughout France (Roche p.5). Recent studies of the Enlightenment Period traces the controversial censorship of the Old Regime France. This is to gain a full understanding of the various reasons, influences and impacts of the said issue on the French people, and

Ageing and managing health Essay Example | Topics and Well Written Essays - 1750 words

Ageing and managing health - Essay Example 5. Instruct the patient’s family members to keep all pathways in the patient’s home free from any cluster. 6. Intruct the patient’s family members to place a non-skid mat inside the patient’s shower room. 7. Encourage the patient to participate in gait training exercise programme once she has been discharge from the hospital. 1. Environmental factors such as dim light or poor lighting, unsafe stairways, irregular floor surface, and the presence of hazardous things like loose rugs, slippery or wet floors and telephone wires that scattered around the house will increase the patient’s risk of accidental falls (Timby, 2009, p. 424). 2. The installation of handrails or grab bars inside the shower room, around the bedroom, stairs, and bathroom will help reduce the patient’s risk of accidental falls (Timby, 2009, p. 424). 3. Placing a strip of light-colored adhesive tape on the edge of each stair will help increase the patient’s visibility of the stairs (Timby, 2009, p. 424). 4. Wearing non-skid soles will help reduce the risk of accidental falls (Timby, 2009, p. 424). 5. Freeing the pathways from clusters will reduce the risk wherein the patient’s Zimmer frame might accidentally touch other things causing her to loose her balance (Timby, 2009, p. 424). 6. The use of non-skid mat inside the patient’s shower room will help prevent the patient from falling (Gulanick and Myers, 2011, p. 63; Timby, 2009, p. 424). 7. Studies show that patients who are active in exercise can strengthen their muscles, improve their ability to balance and coordinate their body movements, increase their bone density which are all necessary in terms of reducing the patient’s risk for falls (Gulanick and Myers, 2011, p. 63). Problem Goal Intervention Rationale The patient... Discharge care plan is pertaining to the process of developing a plan for the transfer of patient from the hospital to his designated place to stay.It is equally important to know that the patient is no longer in pain at the time the patient is about to leave the hospital. It is equally important to know that the patient is no longer in pain at the time the patient is about to leave the hospital. To ensure that the patient is properly being taken cared of after being discharged from the hospital, the student nurse should focus on identifying continuing care that the patient will be needing to improve her overall well-being. After analyzing the case of Mrs. Jones, the following discharge care plan was created: Problem Goal Intervention Rationale Other than the history of falls, the patient is suffering from postural hopotension due to the intake of bendroflumethiazide. Postural hypotension increases the patient’s risk of accidental fall due to dizziness and inability to balance and coordinate her body movements. Other risk factors of accidental falls include: poor eye sight or impaired vision, neurological disorder, decreased lower muscle strength, brittle bones due to osteoporosis and ageing (Timby, 2009, p. 423). To reduce all factors that can increase the patient’s risks of falls. 1. Assess and teach the patient’s family members to modify the home environment of the patient by removing all things that can increase the patient’s risk of falling (Gulanick and Myers, 2011, p. 63). 2. The patient prefers to microwave and eat frozen meals for lunch. To ensure that the patient is receiving proper nutrition.

Employee Data Collection Training and Six Sigma Quality Process Terms Essay

Employee Data Collection Training and Six Sigma Quality Process Terms and Concepts Table - Essay Example Are horizontal and parallel lines used in a control chart for the determination of variations that are of significance by indicating lower and upper limits It is the comparison of an output based on an in-control process against the specification limits through usage of capability indices. Measures ability of a firm to produce products that can meet client’s tolerance. It is the acceptable difference between what a firm can produce in terms of value and what the consumer can tolerate. If the product’s value lies outside this range consumers can reject it. Refers to a product designed by a firm handed to a consumer to give his opinion based on his desired specifications. It can also be the client giving a producer a product to produce a similar one. It is a method used to measure and control quality during the process of manufacturing through the use of quality data. Quality data that is within the upper and lower control limits is considered to be of quality. It is a vi sual sequence representation of activities involved in production. Also referred to as process map It is a set of statistical techniques used for quality enhancement, through identification and removing causes of defects

Managerial Support Systems Assignment Example | Topics and Well Written Essays - 250 words

Managerial Support Systems - Assignment Example Even though the overall market for the overall retail online market still represents less than 5% of the retail market the trend is toward online sales becoming a driving force during the 2nd decade of the 21st century . The future customers with the highest potential buying power are the generation Y members. Along with this group all internet users expect and desire certain things from corporate websites. One of the first things a customer desires in a website is good information. The information about the firm’s product must be presented in a way that the client receives and reads about the best attributes about the product or service and how it is better than the competition. A corporate website serves the dual purpose of serving both customers and other stakeholders. A stakeholder group that utilizes a lot the information provided in websites is investors. Investors of corporations expect the annual report to be available within the corporate website. Other information the investors and potential clients expect from customer is information regarding the corporate responsibility efforts of the firm. Corporate responsibility has become strategic focus that can make a major difference in a corporation’s bottom line. There are different things that a company could perform to improve the services and the quality of its web presence. Customers like to receive up to date data and information and quick service when they make an inquiry. A way to ensure the customer receives the fastest service possible is include in a corporate website an interactive communication system. Online customers expect much more from businesses nowadays. A corporate website should include either a forum or an online communication system that provides an instant chat room for the customer to communicate with a customer service representative in real time. A website can substitute the need of having a full time staff of customer representatives working at a call

School Marketing For Primary Education Essay Example | Topics and Well Written Essays - 3250 words

School Marketing For Primary Education - Essay Example This essay stresses that the macro-environment matter contains six issues and all of them contain had a crash on Primary education. The organisation's nearby macro-environment was then inspected beneath dealer, distributive and spirited environment and lastly the wider macro-environment was look at under the caption: political/legal environment, demographic environment, financial environment, technical environment, usual environment and civilization/social environment. Dissimilar civilization may have dissimilar social needs as healthy as the dissimilar requirements for school degree. This research focused on this truth that in end, firstly, the propensity of political/law environment will add to in the pending years, GST as the one characteristic instance for UKn following strategy. Secondly, in universal, the population is mounting slowly now, but the school age is lessening now. Therefore, for Primary education, demographic propensity refuses. Next, the financial system urbanized very quickly these years, consequently, the profits has been greater than before, from this consequence, more populace will think to attain Primary educational education. Subsequently, technical environment and civilization environment's tendency is increasing as well. More and additional populace begins to use new technology and the communal height has been greater than before as a whole. However, our usual reserve is declining radically.

Humanistic School of Psychology Essay Example | Topics and Well Written Essays - 1250 words

Humanistic School of Psychology - Essay Example Humanistic psychology emerged in the 1950s, the time marked by profound social changes, the onset of global movements, emergence of new scholarly paradigms questioning the traditional empiricist and positivist conceptions of the world and human being, the change in physics which "discarded the requirement of total objectivity and the complete separation of external world from observer", etc (Schultz and Schultz, 2004: 483). In psychology, these transformations took shape of the rise of cognitive and humanistic perspectives that actively criticized psychoanalytic theory for portraying people as being directed only by their unconscious wishes and irrational forces. They also did not support the behaviorist school because the latter viewed people as biological robots "who are mechanically programmed by the conditioning force of external stimuli" (Vander Zanden, 1993: 45). These principles rely almost exclusively on the research and findings of two American psychologists Abraham Maslow and Carl Rogers, the brightest and most proliferate representatives of humanistic psychology. The essence of Maslow's theory is the hierarchy of needs and "self-actualization" - development and self-improvement of personality. Human have a complex hierarchy of needs that emerge at the moment of birth (food, drink, shelter) and continue throughout life (social security, status attainment, etc). Visually, these needs are organized in the form of the famous 'pyramid of need' with physiological needs being at the bottom and self-actualization being at the top. Maslow believes that the lower layers of needs must be fulfilled first before passing over to the upper layers. However, it does not mean that each person must follow the same template: fulfilling the non-basic needs depends entirely upon the individual. Musicians must make music, artists must paint, and poets must write if they want to be ultimately at peace with themselves. What humans can be, they must be: they must be true to their own nature and if they are it is called "self-actualization". This category is less a nee d than a final development stage for the person (Maslow, 1987). Poor amenability to being quantified and lack of predictive power is perhaps the most often mentioned drawback of Maslow's model: it is a general idea or shape that is descriptive and represents a great analytic interest. Maslow's theory is also weak on the exact points of transition. Thus, for illustrative purposes one may speak of someone's needs being 85% satisfied, but there is absolutely no possibility available to quantify the

French influence in Vietnam in the 19th century Essay Example for Free

French influence in Vietnam in the 19th century Essay In the 19th century, the French had a great influence in Vietnam in different aspects including; culture, religion, ethics, economy, politics and government and nationalistic aspirations of the Vietnamese. The French ruled Vietnam from approximately mid-late 1800s until 1954 when Vietnam defeated the French. According by Edward Terry on the geocities website, the greatest influence in Vietnam was that of religion. Others may think differently, but this essay will explain how all different aspects had an impact on Vietnam and whether or not the French had a good or bad influence in Vietnam. According to the textbook Contested Spaces by Thomas Cantwell, French colonialism had a negative influence on Vietnamese society. The French had a huge impact on the Vietnamese culture. French culture strongly influenced Vietnamese food, language, some architecture etc. The French cuisine had a great influence in Vietnam as you can still find asparagus, white potato and French bread on menus in Vietnam. A Vietnamese breakfast would be a baguette, yogurt and orange juice, which are all typical French items. In the South, the influence was the greatest, so these things are most often found in southern Vietnam. Before the French came, the Vietnamese used Chinese characters but French missionaries introduced the Latin alphabet to replace that. The Vietnamese written language doesnt only use 26 characters like the English language, but many different with different accents. Actual Vietnamese words were hardly influenced by the French and it could be said that in the 19th century, the Vietnamese spoken language sounded just like the Chinese spoken language to people who couldnt tell the difference. Even though the French language didnt have a great impact on the Vietnamese spoken language, many well educated Vietnamese speak French. The French influence in Vietnamese culture wasnt particularly bad or good. Even though, some may argue otherwise. Vietnamese architecture wasnt influenced strongly by the French but in the main cities such as Hanoi there can still be found the remnants of old French buildings. The French occupied the city so the majority of the buildings in the center like government buildings, offices, opera houses and big lodges were all made by the French. As said before, some argue that the biggest influence the French had in Vietnam was that of religion. The Socià ©tà © des Missions Étrangeres (The society of foreign missionaries) claims that up until the year of 1841, 450 000 Vietnamese had changed their religion to Christianity. However, those statistics arent very reliable, because during the progress they might have killed twice as many people as that. Having said that, even up to today, Catholicism is the second most practised religion (after Buddhism) in Vietnam. Therefore there can be said that religion was one of the biggest influences the French had in Vietnam. Vietnamese moral and ethical values were mostly influenced by the Chinese and the French didnt have a great influence on Vietnamese ethics. The French might have brought in some Europeans habits, but the majority of the Vietnamese lived by Chinese ethics. The French also had a great impact on the Vietnamese economy. The French opened banks in Vietnam but only to the benefit of the French. Looking at the economic influences the French had on Vietnam there can be said it was a bad influence for Vietnamese people. The French also introduced a wine tax in 1817 and since the national drink of Vietnam was rice wine, this had a great impact on the Vietnamese people. They controlled the rice wine manufacture, distribution and sale in Vietnam, Cambodia and Laos. Local production was illegal. Salt was also very important product to the Vietnamese. In 1897 Governor General Paul Doumer also introduced a salt tax. Salt could only be purchased from French outlets with a price 10 times larger than its original price. The French also took opium from Asia and introduced it in Europe. They started trading and by 1929 the whole of Indochina was producing approximately 80 tonnes of opium yearly. All of these things influenced the economy because there was more trading and people had to pay a lot of taxes on things that were free before. Looking at all of these things there can be said that the French did have a negative influence on the Vietnamese economy. The French obviously had an effect on the Vietnamese government because they were ruling the Vietnamese. When they first arrived in Vietnam, they divided  it in three different parts called; Bac Ky (Tonkin), Trung Ky (Annam) and Nam Ky (Cochin china), so they could gain control over each part at a time. While the French were in Vietnam the emperor remained a figure head with no real power. He could practice his activities with his court and initiated laws, and conducted ceremonies as long as they didnt clash with the French policies and intentions. The French were in control over the government and therefore also the politics. As said before they introduced more taxes and with these taxes came new laws. According to the book: A short history of South east Asia by Church P., the Vietnamese imperial government had lost all capacity to control events. Another thing that changed while the French were in Vietnam was that the Vietnamese became more nationalistic. The Vietnamese wanted independence from the French and had a very nationalistic attitude. The French being in Vietnam also started guerrilla warfare. The Vietnamese stood up against the French. Guerrilla warfare isnt supported by the official military of the government but can be very organized. The French being in Vietnam flamed up their nationalistic aspirations. There can be concluded that the French had a huge impact and influence in Vietnam on all different aspects of live and the country. In conclusion from analyzing these different things there can be said that the French mainly had a negative influence in Vietnam. Bibliography: http://www.geocities.com/vietnamrp/french_influence.htm by Edward Terryhttp://en.wikipedia.org/wiki/History_of_Vietnamhttp://www.asian-nation.org/vietnam-history.shtmlhttp://www.nationsencyclopedia.com/World-Leaders-2003/Vietnam-POLITICAL-BACKGROUND.htmlThomas Cantwell, Contested spaces Conflict in Indochina. McGraw Hill education, first edition 2003, NSW. Church P. 2006, A short history of South East Asia, John Wiley Sons, Singapore.

Uses of Brand Extension Strategies

Uses of Brand Extension Strategies 1- PROBLEM AND ITS BACKGROUND This chapter contains background of our study, statement of the problem, significance and delimitation of the study. Furthermore Definitions of the terms used in this dissertation are also explained in this chapter. 1.1 Introduction One of the most famous strategies to leverage brand equity is brand extension. It is believed that consumers will favor new extension if new products are under the label of already established brand name.Familiarity and trust with the parent brand is one of the factor due to which companies hope that their consumers will react in a favorable manner. It is beneficial for the companies because of the positive association which consumers already have with the parent brand. A brand is the identity of a specific product, service, or business. (Kotler 1996). Brand extension denotes to the corporate activity in which companies bring in new products, new product variants or product improvements by leveraging the brand equity of the existing parent brand. It is believed that instead of establishing an entirely a new brand, extension of brands can be favorable for companies in terms of promotional and awareness activities, distribution, customer perceived risk in buying any product of service. (Keller, 2002) stated that another major factor for which Companies prefer to use brand extension is lower cost. Introducing a new brand into consumer market can be relatively much higher than introducing new product or product variants under the same brand name. This cost can range above millions of rupees and can not guarantee of any success. So instead of launching entirely a new product, most companies prefer brand extension. Successful examples such as Diet Pepsi and Diet Coke benefited from the brand franchise of their parent products. Coca-Cola introduced six extensions and captured a larger market share than the original brand. For example, Cokes extension, Cherry Coke, was successful even without considerable advertisement. Apart from benefits of brand extension there are some potential problems associated with brand extension, such as failure or semi failure of brands like brand dilution or brand cannibalization. Rather than success of brands, failed extension might maculate the parent brand name thus the result would be reduced market share of the parent brand. Brand association in terms of quality and consistency are crucial for any brand extension to be successful in the eyes of the consumers. Association with the brand is also dependent on consumers own values, preferences, taste, buying situation and manager should always focus on what these dependent variables are and when they come into action. Take an example of new Coke; Coca Cola did not pay attention to what the core brand meant to stand for. It mainly focused on the taste and thought that the taste is the only factor which consumers are looking for. This concept was wrong. Coca cola was unable to identify the attachment of the consumer with the original coke before launching New coke, even though Coca Cola spent a lot of money on conducting research before launching New coke. Brand dilution occurs when consumers loss the original grasp of brand perception on their minds and no longer associate the brand with a specific product. For instance, Sunsilk may experience brand dilution by loosing its strong identity of hair care and shampoo range by running a number of different categories like mashed potatoes, powdered milk and soups. Too broad varieties of product categories run under same brand can frustrate consumers in thinking which variations of products that actually fit to their perceptions. For Example, too many ranges of Sunsilk shampoo include Sunsilk black, pink, white, yoghurt, dandruff can make customers confused in buying a suitable product which actually fit to their needs. Consumers these days have now become selective and demand innovative products. Those brands which are not unique or innovative in any means eventually got tarnished. Consumers do not prefer such extensions which do not offer any innovation or new features in extended brands. Consumers perception about parent brand and extended brand is one of the factors which may lead to either success or dilution of brand. Success and failure of brand is also dependent on familiarity with the parent brand and concept of fit between parent brands and extended brand. Brand loyalty by a consumer can be changed in case of brand extension. If brand extension is favorable it may lead to more loyalty towards the parent brand and if brand extension in unfavorable then the effect would be opposite. As per early research regarding brand extension leads to brand dilution, Aaker and Keller (1990) found insignificant evidence between unsuccessful brand extension leads to brand dilution. Conversely, in a research (Loken and Roedder-John 1993) pointed that inconsistency of product and brand beliefs may lead to brand dilution. Brand dilution and failure of brand can occur when consumer find it difficult to associate the extension with the parent brand, a lack of similarity and familiarity and discrepancy between Integrated marketing communication messages. Brand extension is a strategy which most of the companies are using to minimize risk associated with introducing an entirely new brand and to maximize their profits from the new brand. But in some of the cases brand extension fails, and the reason is the weak brand equity of the parent brand that bears upon the success of the brand extension. If the equity of parent brand is strong, brand extension can be successful and vice versa. Both Functional and non functional attributes of a brand can harm and eventually dilute the equity of an integrated oriented brand, which means due to the weak brand equity, brand dilution can occur across the parent brand. Such kind of failures of extensions can make customers to create a negative association with the parent brand or even with the brand family. These failures can also agitate and blur the original identity and meaning of a brand even positioning as well. Brand managers already know that there are some advantages and disadvantages associated with brand extension. Nevertheless couple of unsuccessful brand extension in past years was noticed. To be successful in brand extension knowledge related to brand extension should be refined. Brand extension is successful or not is decided by what factors? One of the most important factors is concept of fit. Fit with the parent brand in terms of quality and image. It is customer perceived fit which plays an important role in making consumers to decide whether extended products are favorable or unfavorable. If fit between parent brand and extended brand is as per consumers perception then consumers will respond more favorably to that extension and if fit between parent brand and extended brand are not as per consumers perception then consumer will respond to that extension unfavorable and it might lead to the failure or dilution of the brand. According to Martinez and de Chernatony (2004) brand image has two types: the general brand image and the product brand image. According to them there would be no negative impact on general brand image if the brand image is strong for example, Nike or Sony. Dilution effect would be more on product image instead of general brand image. Therefore, mostly the customers would stick to their beliefs about the parent brand with respect to its attributes and feeling. Nevertheless their study shows that â€Å"brand image can be diluted by brand extension, and beliefs and association with the parent brand can also be changed. In Pakistani environment companies especially MNCs prefer brand extension because they consider it more convenient. Top most cause for this is that products from multinationals already have an image of developed countries. Due to the past record of products from these developed countries, consumers give them positive response. Due to the image of product from these countries in the mind of the consumers, less cost is incurred by the companies on creating awareness and communicating about the product message with the target audience. These products already have good market share and media coverage; therefore it becomes easy to launch brand extension in Pakistan for such companies. 1.2 Statement of the Problem Since last couple of years, new product failure has been observed quite a few times. As a result companies now are relying on brand extension instead of launching new products. There are couples of other reasons instead of new brand failures, which companies consider for brand extension, such as low promotion and awareness cost, acceptance and less chances of being failed. Though these advantages are considered by companies to use brand extension as a part of their branding strategy, but apart of these advantages there couple of failed extensions have also been observed in last couple of years. Researchers are now focusing to identify the factors which are useful in evaluating brand extension and factors which play a role in either failure or success of brand extension. In this Thesis we will also try to find about the favorability or unfavorability of brand extension. Most of the researches which were conducted to know about the favorability or unfavorability of brand extension were focused on consumers point of view about brand extension. But as a matter fact it is quite difficult for consumers to evaluate whether brand extension is favorable or unfavorable. They can not evaluate it in undifferentiated fashion (Aaker and Keller, 1990, Keller and Aaker, 1992; Dacin and Smith, 1994; Smith and Andres, 1995). Brand extension according to consumers point of view was taken into consideration many a times, but very low attention was given to the managers point of view about brand extension (Nijssen and Agustin, 1999).Managers point of view regarding brand extension can give an extensive knowledge about brand extension because of their deep analysis about consumers and competitors and their personal experiences about the market and the brands. Hence in this thesis we will focus on managers perspective about brand extension along with consumers point of v iew. Both local and multi nationals are into brand extension from a long time. Such as Nestle , Pakola (Pakola, bubble up, Applesidra, double cola, Pakola milk), Sunsilk (Sunsilk black, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb food Pvt Ltd (Milk, Juices, Cream, yoghurt), National Food (Pickle, salt, spices), Shan Food(spices, pickle, food), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, Ice creams, Washing powder), PG (Soaps, Shampoo, Ice creams, Washing powder) Pakistan By keeping above relation in mind, it will be beneficial to have brand managers point of view about the success or failure of brand extension. 1.3 Significance of the Study The significance of this thesis is to explore the use of brand extension strategies in the Pakistan context. Whether the strategy of brand extension is favorable or not, or due to brand extension, brands gets diluted or cannibalized? Since brand extensions is one of the most popular strategies for leveraging brand equity, this study will also focus on brand extension effect on brand equity. This thesis will focus on brand extension strategies of products from various companies which include Haleeb Foods Ltd Pakistan, Nestle, Pakola and Head Shoulders. Various companies insights regarding brand extension will help us to study favorability or unfavorability of brand extension in a well manner. We will try to achieve this purpose by answering the following research questions. RQ1. What are the reasons to choose brand extension as a part branding strategy? RQ2. Is brand extension favorable or Unfavorable? Above mentioned two research questions were divided further into a set of questions. Purpose was to gain a deep insight to answer these two research questions. By answering above question, we will come to know whether brand extension is favorable or it leads to brand dilution, and whether brand extension is favorable for those companies who prefer extension and are involved in brand extension from couple of decades. We will also come to know that for what reasons companies in Pakistan are using brand extension, and whether brand extension is in accordance with the successful brand extension concept or not. This thesis will be beneficial in indentifying the success rate or failure rate of brand extension of those companies which have been chosen for this thesis. 1.4 Scope and Delimitation This thesis focused on brand managers of those companies which are operating here in Pakistan. Only four products have been chosen for which research is conducted to identify whether brand extension is favorable or unfavorable. So the product range is limited to four companies only. Another limitation faced during the course of this study was that brand extension strategy for most of the multi national companies are crafted in their home country and then implemented here in Pakistan. Furthermore, Interview process is chosen to know about brand managers point of view about failure or success of brand extension. Out of 4 brand managers, 2 interviews were taken on telephone and 2 were taken face to face. Due to the limitation of telephonic interview, non verbal responses could not be gauged. Other limitation confronted during the course of research was the fact that majority of multinationals (MNEs) formulate brand extension strategies at their head quarters abroad. Lastly, we came to k now that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies. 1.5 Definitions 1.5.1 Brand According to (American Marketing Association 2007 brand is: A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition†. 1.5.2 Brand extension According to (Aaker 1991) brand extension can be defined as utilizing an already established brand to enter from one class of product category to another class of product category. (Kotler 1991) defined brand extension strategy as exploiting a well known and successful brand name either to launch a new or modified product can be termed as brand extension process. As per (Kotler Armstrong 1990) defined brand extension strategy as an expansion strategy, where companies try to further extend their already established and well known brands into either different other categories or in same category with some modification. 1.5.3 Product Line Extension (Kotler Armstrong 1990) defined product line extension as a process of using already established brand name to introduce new items with some extra innovation or modification in the same category. For example Pakola has extended its soft drink named â€Å"Pakola† into Pakola raspberry, Pakola leeche, Pakola orange, Pakola lemon. (Aaker 1991) elaborates product line as line extension occurs in the form of introducing new items under the same brand name in the same category with some modification in flavors, colors, specification, ingredients and package sizes. Product line extension is somehow differs with brand extension because brand extension is about using an established brand name to introduce new product and brand in different categories, while line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements. 1.5.4 Brand Dilution According to (Aaker 1991) brand dilution is depraving of a brand via its overexploitation. This failure of brand occurs when extension is done in a poor manner, or when a brand with poor equity is leveraged to extend it into different other categories. This failure can also occur when an extension becomes unfavorable in the mind of consumers. As per (Kotler Armstrong 1990), unfavorability of a brand in the mind of the consumers can be due to lack of quality, over pricing, lack of consistency with the parent brand, lack of innovative feature and lack of trust. Brand dilution can be a disaster for a company. Companies use their well known established brands to leverage their equity and image to further extend it for entering into different market segments, which gives them a chance to earn higher profits. This can be true when parent brand equity is strong. But if equity of any brand is weak, then consequences might include dilution or failure of a brand. 1.5.5 Brand Cannibalization (Kotler 1991) defined brand cannibalization as reduction in sales revenue and diminishing of share of market resulted as the introduction of new products in the same category For example, when diet coke was introduced by Coca Cola, sales for original coke diminished, but eventually it led in expansion of diet soft drink market. In case of Haleeb food, introduction of tea whitener diminished the sales of UHT milk, because consumers previously were using milk for making tea, but with the introduction of tea whitener, some consumers started to prefer tea whitener instead of milk, which resulted in cannibalization of milk category. 1.5.6 Brand Equity According to (Wood 2000) brand equity can be defined as a profitable relationship between a brand and its consumers. (Kotler and Armstrong 1996) reported that it is quite difficult to measure equity of a brand. Yet a strong brand results in strong brand equity which can be leverage to extend into different other categories. Conversely weaker brand means weak brand equity which can result in failure if extended into different other brands. Strong brand equity may lead to achieve brand loyalty, quality, brand association and awareness. These benefits help companies to incur less cost on communication and awareness. 1.5.7 Brand Association (Kotler and Armstrong 1996) defined brand association as refers to a degree where consumers discern a brand in rich fashion. Positivity of any brand depends upon how deeply that brand is penetrated in the mind of the consumers in positive fashion. Brand associations are the properties of a brand which consumers recall whenever brand is talked about. Consumer relates a brand name with its implicit or explicit meanings. Brand association can also be termed as the level to which a specific product/service is acknowledged amongst its product or service family. When choosing a brand name, it is important that the name selected must reinforce an essential dimensions and specification or benefit association that forms the position of a product. 2- RESEARCH METHODOLOGY PROCEDURE In this chapter we will discuss and justify methodological choices which we have made for our research. Below mentioned figure presents an overview of the research method which will be used in this chapter for our research. Source: Adapted from Foster (1998), p.81 2.1 Research Purpose (Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of research: Explanatory Exploratory Descriptive According to (Wiedersheim-Paul Eriksson, 1998) basis purpose of the explanatory research is to craft and specify the issues of the research. This type of research is beneficial when the problem is quite difficult to analyze. According to Patel and Tebelius (1987) explanatory research is used when researcher want to gain more and more information about any specific issue. Moreover, Reynolds (1971) said through explanatory research, researcher can get comprehensive information about research defined problem. (Saunders, Lewis Thornhill, 2000) found that descriptive research is useful when the problem of research is properly defined and crafted in a well manner. For this purpose, researcher must have complete information about the problem defined in the research. Collection of data must be started after having a clear understanding about the problem defined form research. Furthermore, (Wiedersheim-Paul Eriksonn 1998) described that the main objective of descriptive research is to iden tify the applicable facets of the problem of the research. For conducting descriptive research researcher has to deeply define these facets, and there must be a relation between and describe these aspects more thoroughly without researching connections between reasons and indications. For our research we will initially try to define the reasons behind brand extension. Why do companies in Pakistan prefer engaging in brand and line extension activities? Furthermore, we will also try to identify the favorability and un-favorability of brand extension in Pakistani markets and companys perspective. For gaining deep understanding about the research question defined previously, we have considered exploratory research as a part of our research. The reason is that before this research no study has been taken into consideration to know about brand extension activities in Pakistan and we want to gain as much information as we can. Along with exploratory our research is explanatory as well. We will try to explain the result which we will get through our research. On the basis of our respondents responses we will try to draw a conclusion. 2.2 Research Approach To gain a deep information about brand extension strategies in Pakistan and whether it is beneficial or not beneficial for Pakistani market we have to consider two approaches, First one Qualitative and second one is Quantitative research. (Ponteerotto, 2006) found that quantitative research approach is used when we have to gain lean descriptions and we use qualitative research when we have to gain comprehensive descriptions. In our previous chapter, we explained our research question which includes the reasons behind brand extension in Pakistan and advantages and disadvantages of brand extension in Pakistani markets perspective. We will also try to know about the factors leading to the success and failure of brand extension. (Ponterotto 2006) found that to conduct qualitative research, most beneficial instrument can be in-depth interviews because in-depth interviews researcher can define the different facets of human experiences which results in having a deep understanding about the research topic. (Holme and Solvang 1991) compared quantitative research as a conventional and integrated research approach. In quantitative research approach final results can be presented in the forms of facts and these results are also measureable. One of the main purposes of quantitative research approach is make the consequences of the research of few variables to higher numbers of entities. According to (ibid 2000) qualitative research approach uses qualitative data to draw a conclusion. It draws conclusion on the basis of factors like peoples attitude, perception, values, likes and dislikes. By using qualitative research approach, results can be drawn by gather information through specific number of entities. This process can provide us the opportunity to gain a deep understanding of the research. By keeping the above mentioned description in our consideration, our research focus would be qualitative. One reason for choosing qualitative research approach as our research approach is that we want to gain as much information regarding our topic as much we can. This research approach would give us deeper information regarding brand and line extension activities in Pakistani perspective. For conducting our research for brand and line extension activities in Pakistan and its favorability or un-favorability, initially we approached many companies, out of which four companies agreed to provide us information regarding our research topic. Before conducting our interviews with our respondents, we sent a questionnaire to our respondents.. These interviews were not recorded and average time for an interview was approximately thirty to fifty minutes. Finally, to clear some doubts regarding the first three telephone interviews the companies were re-contacted to clear the doubts in some ques tions. 2.3 Respondents of the study Following companies were chosen to gain an insight about brand extension favorability or un-favorability from brand managers perspective. Initially, we approached many seasoned companies, out of which four companies brand manager agreed to give us time for interviews. Haleeb Foods Limited Pakistan Pakola Nestle Head Shoulders (PG) 2.3.1 Haleeb Foods Ltd Pakistan Haleeb Foods Limited is one of the biggest Dairy company of Pakistan which is operating in many different categories such as Juices, UHT milk, Tea whitener, and other dairy products. Haleeb foods came into existence in 1986 Haleeb foods initially started to produce Haleeb Milk. Later on Haleeb foods entered into different other segments of the market and different other categories. Since from its establishment, Haleeb food came up with many of brand and product line extension which Haleeb foods did successfully. Mr. Adil Suleman brand manager of Haleeb foods limited Pakistan was contacted via telephone to have this interview and to gain insight about brand extension of Haleeb in Pakistan. 2.3.2 Pakola Pakola is a beverage company which came into existence in 1950 by Haji Ali Muhammad. Initially Pakola focused on producing a soft drink which represented the drink of Pakistan. Later on as a part of brand and product line extension, Pakola introduced couple of other products which includes flavored soft drink and milk range, mineral water and juices. Mr. Mubeen Munnawar Marketing Manager of Pakola was contacted to have an interview to gain information regarding brand extension activities of Pakola in Pakistan. It was a face to face interview, and during the course of this interview, we gained deep insight about brand extension activities, favorability and unfavorability of Pakola brand extension. 2.3.3 Nestle Nestle was founded in 1866 by Henry Nestle and today Nestle if one the worlds largest beverage and food company. Nestle since from last couple of decades is into brand extension and product line extension. As a result of brand and product line extension Nestle has introduced couple of successful brands. Nestle has integrated innovation and renovation techniques in its principles. Nestle extend its brands through innovation and renovation. Mr. Adnan Tariq, brand manager of Nestle was contacted via telephone to get an insight about Nestle brand extension activities in Pakistan. During this interview Mr. Adnan Tariq gave us some valuable information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan. 2.3.4 Head Shoulders Head Shoulders is an anti dandruff shampoo range introduced by PG. After a thorough research a new anti dandruff formula was developed which they used in developing Head Shoulders and it was first introduced in 1950. Head Shoulders have got a ranges of shampoo which includes classic clean, citrus breeze, refresh, extra volume, dry scalp care. Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to gain valuable information about brand extension strategy of Head Shoulders in Pakistan. Information the success or failure of Head Shoulders was also gained. During the course of this interview questions related our topic were asked and responses were noted down for future consideration. 2.4 Research Instrument 2.4.1 Interviews As per (Breakwell 1995) interviews as a research instrument can be useful because it is considered as a very flexible tools and due to its numerosity of phase in the research work. According to (ibid 2000) it is easy to use interviews as a part of research instrument because of its multi faceted nature of the research design. Observations and questionnaire can be used as a part of interviews to collect data for our research approach. Using interviews as a part of our research, we first took our research framework into our consideration. By keeping our research framework in our mind we developed a questionnaire which consisted of series of questions regarding reasons for brand extension and its favorability or unfavorability. Some irrelevant questions were late on excluded from our questionnaire before conducting our interviews. 2.5 Sources of Data (Wiedersheim-Paul and Erikson 1997) purposed two types of data collection method. First one is Primary data and second one Secondary data collection. Primary data is the first hand information which is collected for some specific purpose while second hand data is already published data which was collected for some other purpose or some other research. Moreover, (ibid 2000) shed some light on data collection methods as, there can be three different types of data collection method. First one is observation, second one is interviews and the last one is documentation. As per (Yin 1994) interviews can be one of the most reliable source for collecting data. Using interviews as a data collection method, interviewee and interviewer both can focus on the topic. Furthermore, (ibid, 2000) elaborated that interviews can be useful when it comes to gain insights of the interviewee about any specific topic. 2.5.1 Primary Data In previous section we focused more on that secondary data collection method for research can not be ample to identify more accurate and reliable information about any specific topic of research. When it comes to identify about the reason behind brand and product line extension and its favorability or unfavorability, it is important to determine what companies and their brand managers think about brand extension and product line extension. For this purpose use of primary data collection can be beneficial. Thus interviews are selected as an instrument for primary data collection method. These interviews include face to face and telephonic interviews. According to (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005), â€Å"proper communication can be a reliable and beneficial instrument for data collection. The reason is that in communication method no one forces researchers to wait for a certain event to be occurred†. (p. 167). Nevertheless, communication techniques have some drawbacks. In communication techniques it is not confirmed whether the answer to the research question will be obtained in an accurate manner. Using communication has some weaknesses. One of a reason for this is that responses are dependent on interviewees will to pass on the expected information. 2.5.2 Secondary Data For our research regarding brand extension and product line extension in Pakistani perspective, we also focused on collecting some secondary data. As per (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005) â€Å"for conducting any research, we must begin with searching for secondary information†. (p, 167). Using secondary data collection for gaining information can be beneficial in terms of having an initial idea about what have already been researched about the topic. Some useful information about research topic, already published information can also be gained in a timely fashion. Apart from advantages of secondary data collection method, there are some drawbacks associated with secondary data collection method. Secondary data can not be sufficient to give complete information regarding specific question of research. Furthermore, already published information was collected for some other purpose which not necessarily answers the question which you have included in your the sis. Indeed, according to them first of all, the data had been â€Å"collected for someone elses p Uses of Brand Extension Strategies Uses of Brand Extension Strategies 1- PROBLEM AND ITS BACKGROUND This chapter contains background of our study, statement of the problem, significance and delimitation of the study. Furthermore Definitions of the terms used in this dissertation are also explained in this chapter. 1.1 Introduction One of the most famous strategies to leverage brand equity is brand extension. It is believed that consumers will favor new extension if new products are under the label of already established brand name.Familiarity and trust with the parent brand is one of the factor due to which companies hope that their consumers will react in a favorable manner. It is beneficial for the companies because of the positive association which consumers already have with the parent brand. A brand is the identity of a specific product, service, or business. (Kotler 1996). Brand extension denotes to the corporate activity in which companies bring in new products, new product variants or product improvements by leveraging the brand equity of the existing parent brand. It is believed that instead of establishing an entirely a new brand, extension of brands can be favorable for companies in terms of promotional and awareness activities, distribution, customer perceived risk in buying any product of service. (Keller, 2002) stated that another major factor for which Companies prefer to use brand extension is lower cost. Introducing a new brand into consumer market can be relatively much higher than introducing new product or product variants under the same brand name. This cost can range above millions of rupees and can not guarantee of any success. So instead of launching entirely a new product, most companies prefer brand extension. Successful examples such as Diet Pepsi and Diet Coke benefited from the brand franchise of their parent products. Coca-Cola introduced six extensions and captured a larger market share than the original brand. For example, Cokes extension, Cherry Coke, was successful even without considerable advertisement. Apart from benefits of brand extension there are some potential problems associated with brand extension, such as failure or semi failure of brands like brand dilution or brand cannibalization. Rather than success of brands, failed extension might maculate the parent brand name thus the result would be reduced market share of the parent brand. Brand association in terms of quality and consistency are crucial for any brand extension to be successful in the eyes of the consumers. Association with the brand is also dependent on consumers own values, preferences, taste, buying situation and manager should always focus on what these dependent variables are and when they come into action. Take an example of new Coke; Coca Cola did not pay attention to what the core brand meant to stand for. It mainly focused on the taste and thought that the taste is the only factor which consumers are looking for. This concept was wrong. Coca cola was unable to identify the attachment of the consumer with the original coke before launching New coke, even though Coca Cola spent a lot of money on conducting research before launching New coke. Brand dilution occurs when consumers loss the original grasp of brand perception on their minds and no longer associate the brand with a specific product. For instance, Sunsilk may experience brand dilution by loosing its strong identity of hair care and shampoo range by running a number of different categories like mashed potatoes, powdered milk and soups. Too broad varieties of product categories run under same brand can frustrate consumers in thinking which variations of products that actually fit to their perceptions. For Example, too many ranges of Sunsilk shampoo include Sunsilk black, pink, white, yoghurt, dandruff can make customers confused in buying a suitable product which actually fit to their needs. Consumers these days have now become selective and demand innovative products. Those brands which are not unique or innovative in any means eventually got tarnished. Consumers do not prefer such extensions which do not offer any innovation or new features in extended brands. Consumers perception about parent brand and extended brand is one of the factors which may lead to either success or dilution of brand. Success and failure of brand is also dependent on familiarity with the parent brand and concept of fit between parent brands and extended brand. Brand loyalty by a consumer can be changed in case of brand extension. If brand extension is favorable it may lead to more loyalty towards the parent brand and if brand extension in unfavorable then the effect would be opposite. As per early research regarding brand extension leads to brand dilution, Aaker and Keller (1990) found insignificant evidence between unsuccessful brand extension leads to brand dilution. Conversely, in a research (Loken and Roedder-John 1993) pointed that inconsistency of product and brand beliefs may lead to brand dilution. Brand dilution and failure of brand can occur when consumer find it difficult to associate the extension with the parent brand, a lack of similarity and familiarity and discrepancy between Integrated marketing communication messages. Brand extension is a strategy which most of the companies are using to minimize risk associated with introducing an entirely new brand and to maximize their profits from the new brand. But in some of the cases brand extension fails, and the reason is the weak brand equity of the parent brand that bears upon the success of the brand extension. If the equity of parent brand is strong, brand extension can be successful and vice versa. Both Functional and non functional attributes of a brand can harm and eventually dilute the equity of an integrated oriented brand, which means due to the weak brand equity, brand dilution can occur across the parent brand. Such kind of failures of extensions can make customers to create a negative association with the parent brand or even with the brand family. These failures can also agitate and blur the original identity and meaning of a brand even positioning as well. Brand managers already know that there are some advantages and disadvantages associated with brand extension. Nevertheless couple of unsuccessful brand extension in past years was noticed. To be successful in brand extension knowledge related to brand extension should be refined. Brand extension is successful or not is decided by what factors? One of the most important factors is concept of fit. Fit with the parent brand in terms of quality and image. It is customer perceived fit which plays an important role in making consumers to decide whether extended products are favorable or unfavorable. If fit between parent brand and extended brand is as per consumers perception then consumers will respond more favorably to that extension and if fit between parent brand and extended brand are not as per consumers perception then consumer will respond to that extension unfavorable and it might lead to the failure or dilution of the brand. According to Martinez and de Chernatony (2004) brand image has two types: the general brand image and the product brand image. According to them there would be no negative impact on general brand image if the brand image is strong for example, Nike or Sony. Dilution effect would be more on product image instead of general brand image. Therefore, mostly the customers would stick to their beliefs about the parent brand with respect to its attributes and feeling. Nevertheless their study shows that â€Å"brand image can be diluted by brand extension, and beliefs and association with the parent brand can also be changed. In Pakistani environment companies especially MNCs prefer brand extension because they consider it more convenient. Top most cause for this is that products from multinationals already have an image of developed countries. Due to the past record of products from these developed countries, consumers give them positive response. Due to the image of product from these countries in the mind of the consumers, less cost is incurred by the companies on creating awareness and communicating about the product message with the target audience. These products already have good market share and media coverage; therefore it becomes easy to launch brand extension in Pakistan for such companies. 1.2 Statement of the Problem Since last couple of years, new product failure has been observed quite a few times. As a result companies now are relying on brand extension instead of launching new products. There are couples of other reasons instead of new brand failures, which companies consider for brand extension, such as low promotion and awareness cost, acceptance and less chances of being failed. Though these advantages are considered by companies to use brand extension as a part of their branding strategy, but apart of these advantages there couple of failed extensions have also been observed in last couple of years. Researchers are now focusing to identify the factors which are useful in evaluating brand extension and factors which play a role in either failure or success of brand extension. In this Thesis we will also try to find about the favorability or unfavorability of brand extension. Most of the researches which were conducted to know about the favorability or unfavorability of brand extension were focused on consumers point of view about brand extension. But as a matter fact it is quite difficult for consumers to evaluate whether brand extension is favorable or unfavorable. They can not evaluate it in undifferentiated fashion (Aaker and Keller, 1990, Keller and Aaker, 1992; Dacin and Smith, 1994; Smith and Andres, 1995). Brand extension according to consumers point of view was taken into consideration many a times, but very low attention was given to the managers point of view about brand extension (Nijssen and Agustin, 1999).Managers point of view regarding brand extension can give an extensive knowledge about brand extension because of their deep analysis about consumers and competitors and their personal experiences about the market and the brands. Hence in this thesis we will focus on managers perspective about brand extension along with consumers point of v iew. Both local and multi nationals are into brand extension from a long time. Such as Nestle , Pakola (Pakola, bubble up, Applesidra, double cola, Pakola milk), Sunsilk (Sunsilk black, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb food Pvt Ltd (Milk, Juices, Cream, yoghurt), National Food (Pickle, salt, spices), Shan Food(spices, pickle, food), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, Ice creams, Washing powder), PG (Soaps, Shampoo, Ice creams, Washing powder) Pakistan By keeping above relation in mind, it will be beneficial to have brand managers point of view about the success or failure of brand extension. 1.3 Significance of the Study The significance of this thesis is to explore the use of brand extension strategies in the Pakistan context. Whether the strategy of brand extension is favorable or not, or due to brand extension, brands gets diluted or cannibalized? Since brand extensions is one of the most popular strategies for leveraging brand equity, this study will also focus on brand extension effect on brand equity. This thesis will focus on brand extension strategies of products from various companies which include Haleeb Foods Ltd Pakistan, Nestle, Pakola and Head Shoulders. Various companies insights regarding brand extension will help us to study favorability or unfavorability of brand extension in a well manner. We will try to achieve this purpose by answering the following research questions. RQ1. What are the reasons to choose brand extension as a part branding strategy? RQ2. Is brand extension favorable or Unfavorable? Above mentioned two research questions were divided further into a set of questions. Purpose was to gain a deep insight to answer these two research questions. By answering above question, we will come to know whether brand extension is favorable or it leads to brand dilution, and whether brand extension is favorable for those companies who prefer extension and are involved in brand extension from couple of decades. We will also come to know that for what reasons companies in Pakistan are using brand extension, and whether brand extension is in accordance with the successful brand extension concept or not. This thesis will be beneficial in indentifying the success rate or failure rate of brand extension of those companies which have been chosen for this thesis. 1.4 Scope and Delimitation This thesis focused on brand managers of those companies which are operating here in Pakistan. Only four products have been chosen for which research is conducted to identify whether brand extension is favorable or unfavorable. So the product range is limited to four companies only. Another limitation faced during the course of this study was that brand extension strategy for most of the multi national companies are crafted in their home country and then implemented here in Pakistan. Furthermore, Interview process is chosen to know about brand managers point of view about failure or success of brand extension. Out of 4 brand managers, 2 interviews were taken on telephone and 2 were taken face to face. Due to the limitation of telephonic interview, non verbal responses could not be gauged. Other limitation confronted during the course of research was the fact that majority of multinationals (MNEs) formulate brand extension strategies at their head quarters abroad. Lastly, we came to k now that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies. 1.5 Definitions 1.5.1 Brand According to (American Marketing Association 2007 brand is: A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition†. 1.5.2 Brand extension According to (Aaker 1991) brand extension can be defined as utilizing an already established brand to enter from one class of product category to another class of product category. (Kotler 1991) defined brand extension strategy as exploiting a well known and successful brand name either to launch a new or modified product can be termed as brand extension process. As per (Kotler Armstrong 1990) defined brand extension strategy as an expansion strategy, where companies try to further extend their already established and well known brands into either different other categories or in same category with some modification. 1.5.3 Product Line Extension (Kotler Armstrong 1990) defined product line extension as a process of using already established brand name to introduce new items with some extra innovation or modification in the same category. For example Pakola has extended its soft drink named â€Å"Pakola† into Pakola raspberry, Pakola leeche, Pakola orange, Pakola lemon. (Aaker 1991) elaborates product line as line extension occurs in the form of introducing new items under the same brand name in the same category with some modification in flavors, colors, specification, ingredients and package sizes. Product line extension is somehow differs with brand extension because brand extension is about using an established brand name to introduce new product and brand in different categories, while line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements. 1.5.4 Brand Dilution According to (Aaker 1991) brand dilution is depraving of a brand via its overexploitation. This failure of brand occurs when extension is done in a poor manner, or when a brand with poor equity is leveraged to extend it into different other categories. This failure can also occur when an extension becomes unfavorable in the mind of consumers. As per (Kotler Armstrong 1990), unfavorability of a brand in the mind of the consumers can be due to lack of quality, over pricing, lack of consistency with the parent brand, lack of innovative feature and lack of trust. Brand dilution can be a disaster for a company. Companies use their well known established brands to leverage their equity and image to further extend it for entering into different market segments, which gives them a chance to earn higher profits. This can be true when parent brand equity is strong. But if equity of any brand is weak, then consequences might include dilution or failure of a brand. 1.5.5 Brand Cannibalization (Kotler 1991) defined brand cannibalization as reduction in sales revenue and diminishing of share of market resulted as the introduction of new products in the same category For example, when diet coke was introduced by Coca Cola, sales for original coke diminished, but eventually it led in expansion of diet soft drink market. In case of Haleeb food, introduction of tea whitener diminished the sales of UHT milk, because consumers previously were using milk for making tea, but with the introduction of tea whitener, some consumers started to prefer tea whitener instead of milk, which resulted in cannibalization of milk category. 1.5.6 Brand Equity According to (Wood 2000) brand equity can be defined as a profitable relationship between a brand and its consumers. (Kotler and Armstrong 1996) reported that it is quite difficult to measure equity of a brand. Yet a strong brand results in strong brand equity which can be leverage to extend into different other categories. Conversely weaker brand means weak brand equity which can result in failure if extended into different other brands. Strong brand equity may lead to achieve brand loyalty, quality, brand association and awareness. These benefits help companies to incur less cost on communication and awareness. 1.5.7 Brand Association (Kotler and Armstrong 1996) defined brand association as refers to a degree where consumers discern a brand in rich fashion. Positivity of any brand depends upon how deeply that brand is penetrated in the mind of the consumers in positive fashion. Brand associations are the properties of a brand which consumers recall whenever brand is talked about. Consumer relates a brand name with its implicit or explicit meanings. Brand association can also be termed as the level to which a specific product/service is acknowledged amongst its product or service family. When choosing a brand name, it is important that the name selected must reinforce an essential dimensions and specification or benefit association that forms the position of a product. 2- RESEARCH METHODOLOGY PROCEDURE In this chapter we will discuss and justify methodological choices which we have made for our research. Below mentioned figure presents an overview of the research method which will be used in this chapter for our research. Source: Adapted from Foster (1998), p.81 2.1 Research Purpose (Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of research: Explanatory Exploratory Descriptive According to (Wiedersheim-Paul Eriksson, 1998) basis purpose of the explanatory research is to craft and specify the issues of the research. This type of research is beneficial when the problem is quite difficult to analyze. According to Patel and Tebelius (1987) explanatory research is used when researcher want to gain more and more information about any specific issue. Moreover, Reynolds (1971) said through explanatory research, researcher can get comprehensive information about research defined problem. (Saunders, Lewis Thornhill, 2000) found that descriptive research is useful when the problem of research is properly defined and crafted in a well manner. For this purpose, researcher must have complete information about the problem defined in the research. Collection of data must be started after having a clear understanding about the problem defined form research. Furthermore, (Wiedersheim-Paul Eriksonn 1998) described that the main objective of descriptive research is to iden tify the applicable facets of the problem of the research. For conducting descriptive research researcher has to deeply define these facets, and there must be a relation between and describe these aspects more thoroughly without researching connections between reasons and indications. For our research we will initially try to define the reasons behind brand extension. Why do companies in Pakistan prefer engaging in brand and line extension activities? Furthermore, we will also try to identify the favorability and un-favorability of brand extension in Pakistani markets and companys perspective. For gaining deep understanding about the research question defined previously, we have considered exploratory research as a part of our research. The reason is that before this research no study has been taken into consideration to know about brand extension activities in Pakistan and we want to gain as much information as we can. Along with exploratory our research is explanatory as well. We will try to explain the result which we will get through our research. On the basis of our respondents responses we will try to draw a conclusion. 2.2 Research Approach To gain a deep information about brand extension strategies in Pakistan and whether it is beneficial or not beneficial for Pakistani market we have to consider two approaches, First one Qualitative and second one is Quantitative research. (Ponteerotto, 2006) found that quantitative research approach is used when we have to gain lean descriptions and we use qualitative research when we have to gain comprehensive descriptions. In our previous chapter, we explained our research question which includes the reasons behind brand extension in Pakistan and advantages and disadvantages of brand extension in Pakistani markets perspective. We will also try to know about the factors leading to the success and failure of brand extension. (Ponterotto 2006) found that to conduct qualitative research, most beneficial instrument can be in-depth interviews because in-depth interviews researcher can define the different facets of human experiences which results in having a deep understanding about the research topic. (Holme and Solvang 1991) compared quantitative research as a conventional and integrated research approach. In quantitative research approach final results can be presented in the forms of facts and these results are also measureable. One of the main purposes of quantitative research approach is make the consequences of the research of few variables to higher numbers of entities. According to (ibid 2000) qualitative research approach uses qualitative data to draw a conclusion. It draws conclusion on the basis of factors like peoples attitude, perception, values, likes and dislikes. By using qualitative research approach, results can be drawn by gather information through specific number of entities. This process can provide us the opportunity to gain a deep understanding of the research. By keeping the above mentioned description in our consideration, our research focus would be qualitative. One reason for choosing qualitative research approach as our research approach is that we want to gain as much information regarding our topic as much we can. This research approach would give us deeper information regarding brand and line extension activities in Pakistani perspective. For conducting our research for brand and line extension activities in Pakistan and its favorability or un-favorability, initially we approached many companies, out of which four companies agreed to provide us information regarding our research topic. Before conducting our interviews with our respondents, we sent a questionnaire to our respondents.. These interviews were not recorded and average time for an interview was approximately thirty to fifty minutes. Finally, to clear some doubts regarding the first three telephone interviews the companies were re-contacted to clear the doubts in some ques tions. 2.3 Respondents of the study Following companies were chosen to gain an insight about brand extension favorability or un-favorability from brand managers perspective. Initially, we approached many seasoned companies, out of which four companies brand manager agreed to give us time for interviews. Haleeb Foods Limited Pakistan Pakola Nestle Head Shoulders (PG) 2.3.1 Haleeb Foods Ltd Pakistan Haleeb Foods Limited is one of the biggest Dairy company of Pakistan which is operating in many different categories such as Juices, UHT milk, Tea whitener, and other dairy products. Haleeb foods came into existence in 1986 Haleeb foods initially started to produce Haleeb Milk. Later on Haleeb foods entered into different other segments of the market and different other categories. Since from its establishment, Haleeb food came up with many of brand and product line extension which Haleeb foods did successfully. Mr. Adil Suleman brand manager of Haleeb foods limited Pakistan was contacted via telephone to have this interview and to gain insight about brand extension of Haleeb in Pakistan. 2.3.2 Pakola Pakola is a beverage company which came into existence in 1950 by Haji Ali Muhammad. Initially Pakola focused on producing a soft drink which represented the drink of Pakistan. Later on as a part of brand and product line extension, Pakola introduced couple of other products which includes flavored soft drink and milk range, mineral water and juices. Mr. Mubeen Munnawar Marketing Manager of Pakola was contacted to have an interview to gain information regarding brand extension activities of Pakola in Pakistan. It was a face to face interview, and during the course of this interview, we gained deep insight about brand extension activities, favorability and unfavorability of Pakola brand extension. 2.3.3 Nestle Nestle was founded in 1866 by Henry Nestle and today Nestle if one the worlds largest beverage and food company. Nestle since from last couple of decades is into brand extension and product line extension. As a result of brand and product line extension Nestle has introduced couple of successful brands. Nestle has integrated innovation and renovation techniques in its principles. Nestle extend its brands through innovation and renovation. Mr. Adnan Tariq, brand manager of Nestle was contacted via telephone to get an insight about Nestle brand extension activities in Pakistan. During this interview Mr. Adnan Tariq gave us some valuable information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan. 2.3.4 Head Shoulders Head Shoulders is an anti dandruff shampoo range introduced by PG. After a thorough research a new anti dandruff formula was developed which they used in developing Head Shoulders and it was first introduced in 1950. Head Shoulders have got a ranges of shampoo which includes classic clean, citrus breeze, refresh, extra volume, dry scalp care. Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to gain valuable information about brand extension strategy of Head Shoulders in Pakistan. Information the success or failure of Head Shoulders was also gained. During the course of this interview questions related our topic were asked and responses were noted down for future consideration. 2.4 Research Instrument 2.4.1 Interviews As per (Breakwell 1995) interviews as a research instrument can be useful because it is considered as a very flexible tools and due to its numerosity of phase in the research work. According to (ibid 2000) it is easy to use interviews as a part of research instrument because of its multi faceted nature of the research design. Observations and questionnaire can be used as a part of interviews to collect data for our research approach. Using interviews as a part of our research, we first took our research framework into our consideration. By keeping our research framework in our mind we developed a questionnaire which consisted of series of questions regarding reasons for brand extension and its favorability or unfavorability. Some irrelevant questions were late on excluded from our questionnaire before conducting our interviews. 2.5 Sources of Data (Wiedersheim-Paul and Erikson 1997) purposed two types of data collection method. First one is Primary data and second one Secondary data collection. Primary data is the first hand information which is collected for some specific purpose while second hand data is already published data which was collected for some other purpose or some other research. Moreover, (ibid 2000) shed some light on data collection methods as, there can be three different types of data collection method. First one is observation, second one is interviews and the last one is documentation. As per (Yin 1994) interviews can be one of the most reliable source for collecting data. Using interviews as a data collection method, interviewee and interviewer both can focus on the topic. Furthermore, (ibid, 2000) elaborated that interviews can be useful when it comes to gain insights of the interviewee about any specific topic. 2.5.1 Primary Data In previous section we focused more on that secondary data collection method for research can not be ample to identify more accurate and reliable information about any specific topic of research. When it comes to identify about the reason behind brand and product line extension and its favorability or unfavorability, it is important to determine what companies and their brand managers think about brand extension and product line extension. For this purpose use of primary data collection can be beneficial. Thus interviews are selected as an instrument for primary data collection method. These interviews include face to face and telephonic interviews. According to (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005), â€Å"proper communication can be a reliable and beneficial instrument for data collection. The reason is that in communication method no one forces researchers to wait for a certain event to be occurred†. (p. 167). Nevertheless, communication techniques have some drawbacks. In communication techniques it is not confirmed whether the answer to the research question will be obtained in an accurate manner. Using communication has some weaknesses. One of a reason for this is that responses are dependent on interviewees will to pass on the expected information. 2.5.2 Secondary Data For our research regarding brand extension and product line extension in Pakistani perspective, we also focused on collecting some secondary data. As per (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005) â€Å"for conducting any research, we must begin with searching for secondary information†. (p, 167). Using secondary data collection for gaining information can be beneficial in terms of having an initial idea about what have already been researched about the topic. Some useful information about research topic, already published information can also be gained in a timely fashion. Apart from advantages of secondary data collection method, there are some drawbacks associated with secondary data collection method. Secondary data can not be sufficient to give complete information regarding specific question of research. Furthermore, already published information was collected for some other purpose which not necessarily answers the question which you have included in your the sis. Indeed, according to them first of all, the data had been â€Å"collected for someone elses p