Interview

INTRODUCTION Origin of Report As a part of our Marketing 465, Brand Management course, we learnt the various aspects of marketing and the management of brands. Problem and Purpose We were assigned a project where we were asked to find out the brand image of private university business graduates; and more specifically, the brand image of North South University, its positioning and state any improvements if necessary. Scope and Limitations The main limitation of this project was the lack of time required to carry out the type of research this project requires. Historical Background … Hypothesis

We hoped to establish that North South University is the best private university in Bangladesh. Research Methodology As stated previously, due to the lack of time we were not able to conduct the type of in-depth research that this project required. Instead the basis of our research were a set of in-depth interviews we carried out among various categories of people, such as current students of North South University, alumni, guardians, faculties, prospective/current employers, students of other universities, faculties of other universities, the University Grants Commission, prospective students, and the general public.

There were sets of questions (See Appendix) for the various categories, and interviews were taken accordingly. THE SURVEY Findings Current Student For the current students who study at North South University, this is the best alternative for us after IBA and going abroad for studies. It’s the pioneer private university in Bangladesh, and quite popular. Even though through the years the quality of NSU has diminished, there are too many students taken in, and especially through the “backdoor” policy, and it’s become really unfair to those who work hard.

However, NSU still has a lot of good name, and people do have goodwill towards it. Alumni According to the questions asked to Alumni of North South University, they believe that NSU’s graduates have an advantage over other graduates of other schools because they are more fluent in English, smart, and easily adaptable with the organizational environment. Guardians According to guardians of students studying in North South University, they believe that NSU graduates will be able to have: Jobs in MNC, monetary benefit, and be able to finish graduation quickly.

They also believe that NSU is highly competitive, has the best educational quality, and the best faculty. Faculties According to faculties believe that NSU is a good university but not as good as IBA. This is because IBA concentrates more on practical fieldwork, where NSU is still lacking. Another factor they said that NSU has very short semesters, so faculties aren’t able to cover their topics completely. However, NSU students have good presentation skills, are intelligent and also street smart. Employers

Certain employers believe that the graduates that come out of NSU are very hot-headed and pompous, and many of them have high CGPAs but cannot even communicate properly in the English language. NSU is believed to be the next best alternative to IBA. IBA might have worse teachers, but their student intake is much better. Students of other universities Students of other universities believe that a private university’s business program provides better job opportunities. Private universities are more efficient than pubic universities. North South University is very popular and quite sought after. University staff

The university staff believes that the environment of NSU is not good. They brought up issues regarding clothing and student’s behaviour. They think students are very rude and disrespectful. University Grants Commission There are several factors through which the UGC grants a university, it focuses on infrastructure, faculties, how much money there is in the fund to make their own campus etc. Then in order to rank a university, they see how many students compete for a single seat during the admission process, the value of the certificate in the job sector, the quality of the faculties and the quality of the students.

A complaint they made is that all universities are expected to shift to their new campus within 5 years of establishment, but none of the private universities have been able to do so. Prospective Students Most of the prospective students we interviewed, around the age of 16-18, none of them want to come to NSU. They believe that NSU is becoming too overrated and crowded. They would either try for abroad, or a public university, and then try for a private university. General Public In the eyes of the general public, NSU is still very sought after and considered a very good place for education.

It’s only the people who are direct recipients of NSU’s output, the students and the employers who are affected the most. NSU students are seen are very culturally “fast” and ignorant. Conclusion After research we can conclude that academically, the students of NSU are good but there are behavioral and attitude problems among themselves. They’re more ignorant about what’s going on outside of NSU and they’re very pompous and they lack professionalism in the corporate world. There are a certain percentage of students who create a bad image for NSU, so most students are slammed with this label as well.

But NSU comprises of all types of students from various social and economical backgrounds and not all are bad. Recommendations Alumni: Teaching method should be more practical based Internship in a good organization is very important. CPDS of NSU should be efficient enough to manage their graduates’ internship in a good organization NSU should organize more and more seminar, workshop regarding different organizational issues. University staff correct English grammar in both reading and writing environmental discipline cultural discipline manner build up moral character dress code study more

Employers NSU should increase their employability NSU’s image is of No. 2, they should raise it to No. 1 NSU should move on to the researching level and provide consultancy to the different companies. Most foreign universities do consultancy work for companies on their countries. It really sets the standard for good quality education. Universities should talk to employers and brush up on the curriculum NSU should go for downward extension and start from the grassroots level. They should create primary and secondary level education so that the students go directly to the university level.

A lot of student’s can’t afford to move away from their families. What are the common roles within the family system? Wife- domestic responsibilities as well as caring for the family Husband- work during the day-go out at night (on the town-drinking) Children-Help around house, work as soon as they are able (usually beginning around age 12), If lucky they are able to attend school What are the gender roles? Both in the home and in general)? Men have a much higher status. They are the leader of the household and make all of the ‘family’ decisions Women are granted very little respect. They usually do not work outside the home and their pollens are usually not validated. What are the main religions? Roman Catholicism – occasional practices of tribal religions What holidays are celebrated and how? New Years- dress as famous people; blow up scarecrow filled with fireworks 10th of August; Independence- drinking and partying What is a typical day like?

Men get up early and go to work (generally labor Job) Women get up early to prepare breakfast, get children ready and begin chores Children (if lucky get to go to school) get up and go to work (chores/labor) Long lunch break (1-3) Family eats together and takes a nap or ‘siesta’ goes until about 7 late dinner (around 8 dock) with families What types of foods are common? Work/school Several Course meal (wealthier families)- begin with coffee/appetizer Rice, potatoes, meats-?loom Finn (similar to steak)-?often times grown by the family One course meals for poorer families How do people handle conflict?

Very expressive; late at night the men are drinking, leads to more violence Taught to be very vocal-discuss heavily What are the education systems like? Not everyone gets to go to school – some have to help family Show more respect towards teachers- don’t want to get into trouble, see school as a privilege and don’t want to lose it Not as many restrictions on discipline (hitting or ‘striking’)-doesn’t mean it happens the time Is anyone given more respect than others? Elders and males How is America viewed?

The Projects view them very positive because they understand that Americans come to help them Very envious, everything Americans do is great- view Americans as ‘better than they are’ -mimic our actions and lifestyles Of America – don’t understand that we also have our own problems-not everyone is rich Of Equator (hot)-?rarely gets over 75 degrees -“third world”- poor families that need financial help What do people enjoy doing in their free time? Men drink Soccer and Volleyball- Play and watch the World Cup and Ecuador professional team Play outside- kids do not have T.

V and very rarely a radio Is there anything else that you would like to tell me about the culture? Country- inside the borders you have mountains, Jungle, and beaches all within hours weather is generally nice throughout the entire year People- They are very friendly Quite a few Americans either living or visiting there Cultural Inferences A collectivist culture, such as Ecuador, can be defined as a culture that places “emphasis on the group’s wants, needs, and desires. People of Ecuadorian culture are defined by their relationships and are connected to others” (Staten).

Although the men are given distinct individual privileges and do not always consider the opinions of others, the whole culture of Ecuador embraces more of a collective approach. One specific example is that the children often times do not go to school so that they can help out the family either by working around the house and in the yard, or by getting a Job to provide a little extra income. This may seem as more of an economic issue, but it is the belief system associated with the situation that illustrates a collectivist approach.

Children understand that it is an honor to attend school and would love to do so, but they are ultimately concerned with the benefits of the entire family, not just themselves. Therefore, knowing that it will help the family makes it relatively easy to give up the opportunity to further their education. While collectivist values are very apparent in Ecuador, there are also illustrators of a very individualistic view. As mentioned above, the males in Ecuador are a prime example of individualism. As defined, individualistic values place “emphasis on the individual’s wants, needs and desires.

A person is defined by their personality and is separate from others” (Staten). Men in Ecuador are given, and grow to expect a much greater deal of respect. They do not have to check in with anyone, and are free to make decisions based on their individual feelings and beliefs (even if the decision affects a number of people besides themselves). When the men come home from work they do not help out with the family or around the home either. It is not unusual to find men out late at night “unwinding” after a long day, illustrating how they deliberately take care of themselves first. Ales. Not only is this applied to men, but also to elders. They make decisions without consulting others and no one questions their authority. One specific example of vertical power can be found in the fact that women are legally obligated to practice total obedience towards their husbands. If respect is not given to a certain individual, domestic violence is a common response and is not considered a criminal code (Guidance). Also illustrating vertical values, students view the school system and their education as an opportunity not to be taken advantage of.

Therefore, they give up-most respect to their teachers and do not misbehave in class (talking out of turn, Ewing late or disrespectful, rough-housing etc). The premium is placed on memorization and lecture with very large class sizes. This means that students are not given one on one attention, and instead have a ‘nodding acquaintance’ with their teacher. The primary goal of secondary education is the development of economic and social mobility so youth are prepared and able to assume positions of leadership in society (showing importance of rank).

Also, in order to qualify for one of the nine institutions students need to score high on the admissions test, thus ranking dents with their peers and promoting a competitive atmosphere (Wilson). Specifically looking at the classroom conduct that children are taught to obey, it is also easy to detect a restrained cultural value. As seen in the classroom and also in the definition of restraint, “people are expected to learn to control their emotions, which is a sign of maturity’ (Staten). Speaking up against the teacher is absolutely unheard of and results in very careful use of language and analysis by the students.

The students are not the only ones who practice restraint though. The teachers liver a class session full of facts, theories, and reflections, leaving little to no time for discussions or most forms of expression. The classroom is calm and controlled, leaving little room for the unexpected, or unwanted. Restraint does not stop in the school system, but extends to various aspects of life. For example, if a woman chooses an occupation in the business field she must take extra precaution and find an appropriate balance between appearing ‘pushy and professional.

During the initial greeting, both men and women will refrain from contact and will reserve kissing (once on each check) for the elderly and the young. Typically, men will greet with a firm handshake and women will greet with a soft hand-touch (once again showing that women must refrain from a ‘powerful’ appearance). Also, when having a discussion with someone, it is common knowledge to refrain from talking about politics (specifically the government and possible difficulties with their neighboring countries).

These practices show that people are expected to hold off on emotional expression and instead show self-control to appear ‘professional’ (Foster). As discussed above, there is an obvious cultural value in the area of gender differences. An emphasis is placed on unambiguous sex-roles and women/men are viewed different physically, psychologically, and socially. Men work outside the home and are the initial providers for the family, contributing the main income and making the family decisions.

Women very rarely work outside of the home and are expected to be capable of working in areas such as weaving, cooking, cleaning, child care and yard work (preparation and harvest). Even children are raised with specific gender-based chores and early occupations. While young, little boys will often complete their duties souse with the cooking, sewing, and cleaning. For extracurricular activities boys are allowed to learn music and play instruments while girls are only allowed to sing and dance along with the provided music.

As they grow older, boys will often find a Job around age 12 (usually labor based) to help support the family financially, while girls will often enter the sexual union (have children and take care of their husband) by age 12-13 (Brine). The cultural values of Ecuador do display a degree of structure between individuals of varying ‘status,’ but values of flexibility are also very prevalent n day to day life. During casual or leisure time the notion of time’ is not always viewed as a necessity. Lunch dates and evening get-together are set around flexible times and it is not considered ‘rude’ to show up late (15-20 minutes).

Lateness in Ecuador however, has become such a problem that the government has been forced to get involved. In a recent interview with President Lucia Guttering he stated “We have to be on time for the sake of God, the country, our people and our consciences! ” (“Don’t Be Late.. “). This ‘problem’ is being dealt with, but remains as a prime example of their flexible lifestyle. Flexibility is a value that is also tied directly to family life. Families and individuals need to remain flexible when determining how to earn their income. Many families are not extensively wealthy and live off of their crops or products sold at the market.

However, there is always the chance that the crops will not turn out, or the products will not be sold and so families are often times willing and open to finding additional sources of income. The children understand and are accustomed to these situations, and therefore remain very flexible with any of their future plans. While helping around the house they may not have set chores, but instead help out with whatever is necessary at that moment. As they grow, some might have the opportunity to attend school, while others may have to stay at home.

Even if they are granted the chance to go to school, children understand that they need to be flexible in case their family needs them at home, resulting in withdraw from their classes. Clearly, the idea of flexibility is taught from an early age and carried out though adulthood. Intercultural Comparison: Matt was a key person to interview. Not only did he grow up in Ecuador and embrace the culture and values, but he has also experienced a considerable amount of his life in America. Through the interview he gave very qualified information about the people, customs and traditions of Ecuador.

Then, following the interview we discussed some of the similarities and differences that are apparent between Ecuadorian culture and American culture. It seems through resources and Mat’s personal experience that both Ecuadorian and American cultures have a wide variety of situational communication “dos and don’t. ” Both cultures have casual and professional styles of communication, both appropriate for different events. The greatest differences between the two cultures and their forms of communication are the use of expressive communication (greetings in particular) and the expectations based on status differences.

In American culture, people rely a great deal on the use of expression, specifically person (someone they have previously met) without the use of their body or exaggerated facial features, it would most likely be very difficult or nearly impossible. In America we often times greet others with a hug, a large smile, and possibly a ‘handshake’ specific to our relationship. The American culture values expression within our communication from beginning to end, an aspect that differs with that of the Ecuadorian culture. In Ecuador, people are fairly restrained with the use of actions and expressions, producing a more subtle greeting.

Even people who are very excited and happy to see one another will be more formal and calm, most often extending Just a friendly handshake. In Ecuador it has been clearly stated that there is a strong vertical structure throughout not only the home but through the community. This differs greatly from America, the ‘land of equality. If a woman in Ecuador was to be told she can’t do something because of her gender (especially if told from her husband) she would most likely accept this as an understandable explanation.

However, if an American woman was told that something was being withheld from her simply because of her gender she would most likely sue the company or individual for discrimination. This difference is also very apparent in the school systems. Children in America give a degree of respect towards their teachers, but as they advance the respect seems to dwindle until student/teacher relationships become so casual that they are implementing their own ‘handshake’ upon greeting, and comparing plans for the upcoming weekend. In Ecuador, respect is expected – even more so as you advance.

Students give total reverence to their teachers and would not even consider crossing any questionable behavioral or communication boundaries. Clearly, Ecuador and America have some clear cultural differences, but those differences are what make each country unique. The differences between the two cultures do not have to serve as a boundary, but rather a bridge if researched and dealt with properly. All human beings are alike. As Matt explained, one of the greatest misunderstandings is the quality of life (materially) in both countries.

Both countries have people who are rich, and people who are poor. In both countries people relate to their families, work to support themselves and loved ones, and most importantly, people in both countries all need some source of communication to survive. The key is broadening our knowledge base about what communication is– not only in our own culture, but around the world. Coming to understand and appreciate the various values found in other cultures will not disconnect us from one another, but will make world-wide communication stronger and more effective.

Aquaria Sahara visited many places in India and gave talks on her two books. Her trip was made possible by her Indian publishers Penguin. I chanced to read her work and I found It Interesting. Later my colleague and the co -editor of this book Professor A. R. Sidewalk suggested that we could Interest many people to contribute essays on the art and craft of Aquaria Sahara. The response simply overwhelmed us. In almost no time we received the consent of a great many colleagues in India and elsewhere in Pakistan, Saudi Arabia, Europe and the United States to write for this volume. Most of them have kept their word.

We are indeed grateful to them for their interest. Out of so many post-colonial Indian and Pakistani writers writing In English, what, In your pollen. Is special about Salsa Sahara as a remarkable fiction writer? Of the postcolonial writers it is only Indian writers who hog all limelight. The Resides, the Gosh, the Despise. The fact is a lot of new and interesting writing is emerging from unlikely places. From Pakistan, from Bangladesh. And whatever be the mage of Pakistan in the media, Western and Indian, an interesting thing is that a lot of new writers are emerging from Pakistan.

Most of this writing Is very political which Is not surprising since Pakistan faces problems which are essentially of political nature. However, there are some writers who focus attention on issues of a different nature. Aquaria Sahara is one such writer. She has charted a different territory. Issues of identity-rural, regional, gender -are her basic concerns. How has she contributed to the discourse on the gender Issue with specific reference o Pakistani society, especially in view of her being based in the UK/West?

Most writers maintain their link with their country of origin. Pakistan never disappeared from Aquaria Ashram’s imaginative space. As a woman who has lived her life In two countries her writing is only enriched by her experience. The diasporas Identity has Its own advantages. In her case It Is not lack of something but rather the an open eye. In her work she shows the limitations of both Western and non-western feminism. Does Aquaria Sahara typify the Feminist perspective? She goes farther than that. She redefines feminism for Pakistani society.

Call it Islamic feminism, Muslim feminism or by whatever name she does not mindlessly indulge in Islam and Muslim bashing which is the motif in lots of ,what has been called, oppressed women’s novels. Her target is rather the agrarian system, some oppressive customs in Kinds and the subversion of Islam to serve one’s own interest. What is Aquaria Ashram’s attitude to patriarchy which is rife in Pakistani Culture? She has a very critical view of some patriarchal institutions. Some of her characters are self-consciously feminist. Professor Night Sultana, for instance.

Even Karri Banjo’s supposedly meek capitulation to a patriarchal institution can be read as a criticism of patriarchy. In this instance she shows both the power and the evil nature of patriarchy. What are your comments on Aquaria Ashram’s understanding and depiction of Pakistani village life and Islamic culture? For a person who has mostly lived in cities Aquaria Sahara shows remarkable understanding of rural life. The character of Kanji, Skull’s and Amanita bib’ and others are products of rural set-up. While reading her novels I was myself transported back in time and place.

I was thinking of a woman in Titular,( my native place in Attar Pradesh) who passed invitations by word of mouth, fixed matches and spread gossip in her own inimitable ways. I was reminded of the institution of village match maker, a task which is now done on the net. The close- knit community, oppressive customs, force of gossip, the distrust of the corrupting ways of the city-?these are all beautifully captured by Sierra’s narrative, especially in Typhoon. Sierra’s language is very different from other Indo-Anglican writers like Rushed, Koran Ideas Iranian Ideas for instance.

Could you elucidate? Of course it is different room what Rushed calls citified English. Others have Jokingly referred to the fortification of English. Aquaria has her own share of non English words because she is translating an entire culture. Words like Zeta and Kismet add a richness to English vocabulary. I especially liked the papacy style of Sahara in Typhoon. It is her choice of words and English structures which is responsible for the leisurely pace of the Holy Woman and the fast and furious pace of Typhoon – the contrast in the pace of the two books is so remarkable.

How do you think this volume of Critical Essays on Aquaria Ashram’s craft will intricate to literature and cultural studies? I must confess that the multiplicity of perspectives offered by the contributors has far exceeded my initial understanding of her work. The contributors have analyses her work from all critical angles possible-? pedagogical. The varied backgrounds of the contributors-?British, American, Arab, African, German, Indian and Pakistani-?add some more dimensions to the critical discourse on Sahara.

What are some of the main conclusions of the critical scholarship on Aquaria Ashram’s work. This is certainly not the final word on Aquaria Ashram’s work. It is Just the beginning. Other critics, most certainly students of literature, can take this work forward and explore ideas treated by the contributors to this volume. Some critical opinion quotes on Aquaria Ashram’s work. China Aquaria Sahara, a Pakistani-born English writer and scriptwriter, is such a wonderful story teller that readers can hardly put her stories down once they begin them.

Reading her works is like starting a Journey with her unforgettable characters to Pakistan and gaining a deep insight into their lives, in particular the poignant lives of Pakistani women. Living in the I-J since she was 9 years old, but deeply rooted in her own Pakistani culture, she bridges the understanding between the East and the West. More importantly, through her excellent novels The Holy Woman and Typhoon, she clarifies many Westerns’ stereotypical misconceptions about the Islamic cultures. I hope that Ms.

Ashram’s fascinating works will soon be introduced into China so that they will reach an even wider readership and arouse the academic interest among Chinese academia, also in view of the fact that China also has a large population of Muslims. Tinting Going, Associate Professor of English, Southwest University of Science and Technology( Managing) and translator of Holy Woman and Typhoon, China Germany My reading of Aquaria Ashram’s The Holy Woman and Typhoon offered me my first real insight into the lives of women in Pakistani villages and into the types of story which symbolism rural and urban society in that country.

It was a revelation and I read both books back to back. The Holy Woman in particular has rightly attracted global attention through its non-partisan portrayal of the ambivalent relationship teen Islamic culture and Western consciousness as seen through the eyes of a woman. It is a very significant book indeed and Aquaria Ashram’s is a voice of mediation which should be more widely heard. Robert Scrimshaw, KulturwissenschaftlichesKolleg, University of Constant, Germany. India transmutable.

The migrant imagination produces texts that cross geographic, national, ethnic, and even linguistic boundaries and make connections with the past and the present. Aquaria Sahara who describes herself as a British Muslim of Pakistani origin retains her sensitive understanding of Pakistani society and culture, ND in living away from it, benefits from the distancing perspective which enables her in her fiction to nuance characters, situations and events; negotiate with history and memory; Juxtapose and examine old traditions and new sensibilities.

She weaves flavors of life and the sense of living into the texture of her writing. Each of her stories becomes a metaphor for complex exploration of identity formations and self- definitions. In her remarkable novels The Holy Woman and Typhoon and in her short stories, fictive imagination and historical inscription blend significantly to produce reared texts that invite deep engagement and innovative strategies of reading. Tune Musketeer, Professor of Comparative Literature, University of Hydrated, India.

Indonesia As a citizen of a country with the biggest Muslim population in the world, I found Aquaria Ashram’s works as an eye opener about the diversity of the world Muslims. And I think I am not alone in this opinion, since we witnessed how her two novels, The Holy Woman and Typhoon got a very good response from the Indonesian readers–that’s why we plan to republish the two in a product line that we call Gold Edition (novels).

I do think that the Indonesian readers got the same enlightenment, that even when we are united as Muslims, we might grow on a different soil of culture that very much influences our interpretation about Islam. And because of that, we need more and more constructive dialogue, not only between the Muslim world and the West (non Muslim world), but also between world-Muslims itself – to bridge differences to gain understanding between cultures. Mrs..

Payments Innings, Chief Executive Officer, Mizzen Publishing House – Indonesia Morocco Aquaria Sahara is a voice of light whose piercing scream faces the dark continent of ultra blindness and patriarchal and ideological manipulation. Her feminist writings vehemently uncover the weight of the patriarchal order in an ideologically- biased Pakistani Islamic context, unveil the misuse of Islam in depriving women of their human and sexual rights and, consequently, invite a complex post-colonial and post-harem critical perspective on women’s predicaments in the Arab-Islamic sphere as a whole.

Ashram’s feminist commitment calls for an urgent re-consideration of sexual politics and women’s involvement in dismantling various areas of masculine animation and building up a modern and gender-democratic Muslim society. Hosannas Cirri, Professor, School of Humanities, Pakistan Aquaria Sahara is one of the most important category English fiction writer of Pakistani origin. Her fiction writing has created its own distinctive place by virtue of its quality and relevance to the contemporary issues.

She has an extraordinary skill of raising some delicate and fundamental questions related to women issues in general and in particular about those women who are struggling to discover their individual identity in a polarize world. She presents some important aspects of the infiltration of values between different civilizations through her powerfully conceived characters. Though her characters and setting may represent a certain class or section but her themes overwhelmingly remain universal and humanism formulates the basic fiber of her fiction.

Karma Charisma Squid, Editor (English), Pakistan Academy of Letters, Islamabad, Pakistan Turkey The works of Aquaria Sahara, Actual Caddy (The Holy Woman) and Tiffany (Typhoon), have attracted attention with their striking themes and contemporary topics in Turkey. When Ms. Sahara visited our country in 2005 for *Istanbul Book Fair, I got the hence to know her better. I saw that although writers, scientists or intellectuals from the East live in the West, they don’t lose touch with their own culture.

Aquaria Sahara is one of those intellectuals, who has the ability and experience to interpret the East truly. She is a writer who can deftly read the East while she lives in the West. In this respect, I can say that her novels are important examples to be analyzed academically. Since they were published in our country at a time when discussions were ongoing on the theme of the clash of civilizations, they have also been reliable ND useful sources of information for those who interpret the West differently from the East.

We hope that Ms. Sahara, who deserves to be praised in terms of her literary insight, will go on writing books which will take their place among Eastern Classics books with their insightful themes. Burk Fuzzy kabuki, Chief Editor Para Publishing House, Istanbul, Turkey Aquaria Ashram’s writing, which has delighted and inspired readers all over the world for the past two decades, is finally receiving the scholarly attention it deserves.

This exciting new collection of articles surveys the diverse range of themes and issues treated in Ashram’s work – feudalism and modernity; female sexuality, romance and divorce; religious faith and the wearing of the veil; the Pakistani homeland and its Diaspora – and pays tribute to the emotional depth and moral complexity of her gathered from across the globe -? will be of especial interest to non-Muslim readers wishing to understand more about the historical and political context of Ashram’s work.

Just as Aquaria Ashram’s writing has touched the lives of many thousands of general readers around the world, so will this collection most surely win her new fans within the academic community. Lynn Pearce, Professor of Literary Theory and Women’s Writing, Lancaster University, I-J United States of America I was caught by the drama, the romance, the traditions, the shibboleths and the descriptions of town, village, house and home in her novels The Holy Woman and Typhoon.

I could see so well the settings and characters Aquaria Sahara described so vividly. She let me into and behind the scenes so far from those in western homes but still of common human interest. I hope to read the further adventures of her protagonists! Ann Nicholson, Radio Host/Producer, Little Rock, Arkansas, USA

Introduction

In 2008 when Taeho-one of our team members- ended his military service, SPA brands were very unfamiliar with Koreans. Now in 2013 half of his clothes are SPA brands and every our team member has severer items of SPA brands. Concept of SPA brands has been well penetrated to Korea especially to 20’s. Talking about SPA brands we found that performance of ZARA in Korea is not successful unlike success in worldwide. We wanted to figure out what is the matter with ZARA in consumer’s perspective. By checking out criteria which influence purchasing decisions and ZARA’s perspective position, we would suggest ZARA’s strategy.

The term SPA means Specialty retailer of Private label Apparel. GAP was first to use this concept in 1986. SPA brands-such as ZARA, UNIQLO, H&M- design, manufacture and distribute their apparels on their own. They usually change their clothes very quickly at a low price through mass production and shortening its lead-time. Through that SPA brands pursue Trendy & Fashionable.

These SPA brands are showing rapid growth in Korea. Market Size has been skyrocketed and expected to reach 3500 billion won in 2013. There are three major players in Korean SPA market. Those are ZARA, UNIQLO, H&M. They have, of course, their own distinguished features. ZARA is a Spanish brand and it established first Korean store in 2008. In 2012, its sales in Korea was  203,875 million and has 35 stores. It specializes in fashionable design. On the other hand, UNIQLO, is a Japanese brand and it entered Korean market in 2006. Its sales in Korea was  504,908 million from 68 stores in 2012. UNIQLO can be characterized by ‘Low price, High quality’. Meanwhile, in 2010, Swedish fashion brand, H&M opened its first store in Korea. Despite the fact that H&M is the No1. Fashion brand worldwide, its sales in Korea was 89,982 million from 7 stores in 2012, below the sales of UNIQLO & ZARA. However, H&M is growing the fastest among all brands. ‘Appropriate price ; Fashionable design’ can define a brand of ‘H;M’ . On top of these global brands, domestic SPA brands such as SPAO, MIXXO, 8 Seconds also have been launched in Korea. Therefore, it is no exaggeration to say that Korean fashion market is the one of the most competitive markets in the world.

Problems of ZARA

The problem of ZARA is simple; ‘ZARA’s growth rate was dampened.’ Although ZARA is second player in Korean SPA market, growth rate is lower than its competitors such as UNIQLO, H&M. As seen a graph left, UNIQLO grew 53% in overall, H&M did 42% but ZARA grew only 21% in 2012. With this tendency, it can be easily expected that ZARA would be caught up by H&M. At the same time, gap between UNIQLO would increase dramatically. 

Read about H&M Sustainability Competitive Advantage

Plan for investigate ZARA’s problems consists of three following three steps. First, we conducted Focus Group Interview in qualitative sense. We interviewed total 12 people selected in Convenience Sample. They were asked to answer ‘basic questions related to SPA brands and their perception’. Then, in order to substantiate results of FGI, Survey, the second step, was conducted. We made online survey with 118 people selected in Convenience Sample. Based on the survey results, we made Multi-Attribute Model to draw Positioning Map as the third of our steps.

FGI

FGI provided some clues to figure out the cause of ZARA’s relatively poor performance. We interviewed people mainly with three subjects-Preference of SPA, Elements to consider, perception of ZARA. Each member interviewed 2 people with 10 to 30 minutes and made memo. From 12 interviewees, 5 were males and 7 were females. Below are comments from focus group interview. Preference of SPA was different from person. 6 people (3 males, 3 females) liked SPA. Their main reasons for buying SPA were trendy fashion and reasonable price. One of our interviewees said, “I usually buy clothes from SPA brands. They’re affordable.” But others (2 males, 4 females) did not like SPA mainly because of design. One of them said, “I don’t like to buy SPA. They have the same items.” Another interview said, “It is hard to find just right items for my own.”

Elements to consider were design, price and performance to price. Most of people agreed with those elements and there were some minor elements such as ease of washing. Perception of ZARA was different from person. 4 people (2 males, 2 females) liked ZARA mainly because of design. There were comments such as, “I think ZARA has really trendy clothes.” 8 people (3 males, 5 females) did not like ZARA. Reasons were diverse but main reasons were relatively high price and low quality. They said, “It’s TOO EXPENSIVE for a SPA brand!!”, “ZARA has TERRIBLE quality.”

We analyzed the interview and discussed about that. According to our FGI, people consider design, price. And combination of design and price is important to customers. However ZARA did not meet price and quality aspect. Through focus group interview and discussion we assumed that ZARA has a positioning problem.

Survey

Survey was conducted to statistically prove Zara’s problem predicted through FGI. We made MAM based Questionnaires. We asked consumer’s perception of each SPA brand and frequency of purchasing SPA. And other questions were about importance of each decision criteria (rating 1 to 7). After those we asked each brand’s performance of each decision criteria (rating 1 to 7). For last average budget for buying clothes, sex and age were asked. We made online survey from 2013-05-23 to 2013-05-28. Objects of our survey were selected in convenience sample. 118 people participated and gender ratio was exactly half and a half (59 males, 59 females). Most of them were 20’s (113) and there were 10’s (1) and 30’s (4). Because SPA’s target generation is 20’s, we thought age bias is not problem.

Through survey we found meaningful results. At first, important criteria
were defined as Design and Price. We asked to choose the most important criteria. Result shows design is the most important criteria: Design 67 (56.8%), Price 33 (28.0%), Quality 11 (9.3%), Functionality 6 (5.1%) and Brand name 1 (0.8%). We also asked level of importance about each criteria (ranking 1 to 7). We compared average of each criteria and figured out that design was most important (6.07) and price was second (5.69). Secondly, we figured out perceived value of ZARA was low. We asked performance of ZARA, UNIQLO and H&M about price, design, quality and functionality.

People perceived ZARA (5.31) has higher Price than UNIQLO (4.06) and H&M (4.23). And ZARA’s level of design(4.61) was perceived similar to H&M (4.50). At Quality and Functionality people perceived that ZARA (4.12/ 3.57) is lower than UNIQLO (4.53/ 4.61).

In customers’ perspective, ZARA made not impressive performance in Design. And disappointing performance in Quality and Functionality. However Price was a lot expensive. Furthermore we found that importance of criteria is very similar between male and female. And perceived performance of ZARA, UNIQLO and H&M about price, design, quality and functionality were also very similar. C. MAM model & Positioning Map

Based on the survey results, we made Multi-Attribute Model. At price criteria people were asked to answer “SPA brand’s perceived expensiveness”. We reversed the ranking point and figured out “SPA brand’s perceived cheap” to calculate MAM. In terms of total score ZARA (79.21) is lower than UNQLO (86.92), and H&M (83.50)

We made SPA Positioning Map according to our MAM and sales of each brand (size of round). We choose Design and Price as main dimensions because those are the major criteria of consumers. “Design” was determined by average perception score about design for brands. “Price” was determined by average perception score about price for each brand.

ZARA’s problem is that its perceived design in Korea is lower than it is intended. With this level of design ZARA cannot justify its high price. Difference in design perception is not that much between ZARA (28.00) and H&M (27.34). There is huge Price gap between ZARA (15.04) and its Competitors (UNIQLO: 22.13, H&M: 21.17). And UNIQLO is competing in Quality and Functionality dimensions. ZARA needs to develop a strategy to overcome this situation.

Suggestions

There are three possible solutions that Zara could take: lowering the price; increasing design perception; and increasing quality perception. First, lowering the price would not require much effort and contribute to increasing the market share, but it would lower Zara’s profitability and make the corporate strategy less focused. Second, increasing design perception would align with the corporate strategy and also does not require any change in the business process. It only requires some creative marketing efforts. Third, increasing quality perception would place Zara in the niche segment with differentiated features, but it would necessitate severe changes in supply chain and entail high risk. Considering the pros and cons of each possibility and whether it matches with Zara’s competency and ensures sustainable profitability, the second solution would be the best move for Zara.

Implementation

Collaboration with designers. To change consumers’ perception of design, one suggestion for Zara is to collaborate with famous fashion designers. And add stronger emphasis on how competitive Zara is in terms of design The reason behind this suggestion is that first, as can be observed from the survey result, people consider design the most important when purchasing clothes from SPA brands. 67 people of total of 118 respondents answered that design is the most important factor when making a purchase. The second reason is that perceived fashion of consumers and intended fashion by Zara do not coincide. People do not perceive Zara as much fashionable despite Zara’s continuous effort in developing design as their key success factor. Zara, in fact, is focusing on growing their competence in design by designing their business model in a way that could reflect customers’ tastes and provide customers with as many designs as possible. Zara’s attempt to position themselves as a fashionable brand has made their lead-time incredibly short compared to their competing fast-fashion brands.

For instance, Zara has a lead-time of 6 weeks for new garments and 2 weeks to restock, whereas H&M has a lead-time of 6 months. It is clear that Zara is definitely placing their competitiveness in design. However, according to our survey result on how fashionable clothes from each of SPA brands are, respondents evaluated the designs of Zara (4.61) and H&M (4.50) almost equally. Fortunately though, Zara ranked the first in the design evaluation criteria, and thus, Zara simply needs strategies that could highlight their
superiority in design and appeal it to consumers.

For these aforementioned reasons, we suggest that Zara collaborate with famous fashion designers to improve consumers’ perception of Zara’s design. By collaborating with designers, Zara could attract consumers’ attention on their design and ultimately promote a more positive evaluation of their products’ design.

 Provision of coordination service. One other suggestion for Zara is to provide coordination service through the Internet and mobile application to make the product appear more attractive and enhance consumers’ perception of design. From the focus group interview results, we found that the items offered at Zara are too fashionable for consumers, while people that visit SPA fashion brands mostly expect basic items that are easy to match with other items that they have. Number of interviewees expressed difficulty matching clothes from Zara because of their much fashionable design.

To deal with this issue, we suggest ZARA introduce coordination service that gives a guideline on how items could be matched by presenting an example of fully dressed figure in Zara’s clothes. Provision of such service would enable Zara to narrow the distance that consumers’ feel from the brand due to design, and it is also expected that the service would contribute to making the products seem more attractive, as set of items shown together are deemed more attractive than one single item.

Verification

To test whether the two suggestions are valid in reality, we have conducted another focus group interview, asking more detailed questions about the suggestions. For the first suggestion, which is to collaborate with famous
fashion designers, participants were asked to express their opinions on the idea and decide whether they would actually make a purchase or not. They answered that as far as the items are reasonably priced, they would certainly buy them. They also commented that the strategy matches well with Zara’s current brand image, which is ‘fashionable.’ About the second suggestion, which is to provide coordination service of products, people answered that they would prefer Zara the most if such service were available. Overall, consumers evaluated both of suggestions positively.

To further study the effectiveness of the second suggestion and prove that it could improve perception of design, one experiment was performed.7 Hypothesis was people would perceive design better and purchase more when they offered coordination. Objects were divided into two groups, group A and group B, each consisting of 18 people. Group A was shown a picture of one single item from Zara and was asked to rate the design and how much they intend to purchase by the scale of 1 to 7. Group B, on the other hand, was shown a picture of coordinated set of items including the item shown to group A. This group was also asked to evaluate the design and their intention to purchase the item by the scale of 1 to 7. The higher the number, the more people dislike the design and unwilling to make a purchase.

The result showed that the coordination service suggested is strategically viable in improving consumers’ perception of design. Group A rated the design and their intention to purchase 2.61 and 1.94 respectively, whereas group B rated each 4.17 and 2.59 respectively, showing higher number than that obtained from group A. 8 From the result, it is evident that the coordination service would enhance consumers’ perception of Zara’s design.

Conclusion

By implementing the two suggestions above, it is expected that Zara would achieve improved MAM (Multi-Attribute Model) score, clearly position themselves as fashionable and design-oriented brand, and justify their
relatively high price by adding more value to their design. Zara then could overcome the problems that they are facing in Korean SPA market.

Yet, there are several more challenges that they still need to confront. Korean SPA market is becoming more and more intense due to growing competition and the advent of domestic brands such as MIXXO, SPAO and 8 Seconds are making it even more severe. Zara, therefore, should continuously contemplate on ways how they could survive in the highly competitive environment without failing.

Read in your textbook or in any other available resource on the topic of Verb BE. 3. Write a personal ad describing yourself, activities you do, hobbies, where you work, where do you live, etc. Focus on two or three questions available in Appendix A to write your ad. 4. Bring the ad to class. Prep-04-26-04 Carmen L. Lambda, De-D. 7 program O’Hara 5. Carry out some research on someone famous. Think of a person you would like to interview and do some research on the Internet on that person. It could be an athlete, and actress or actor, or the president. Make sure you have enough information on this person. Activities 1. Ice breaker activity will be carried out.

In order to do this, have students read their ads. Ask students to listen to the ads and have them jot down any similarity or striking fact they would like to hear more about. After everyone reads their ad, have students get up and go about the room and ask each other about specific details they thought were interesting. Let them converse among themselves. . After that, have students talk about something they found out or thought interesting about the people they talked to. Facilitator can participate in this activity. 3. Facilitator provides an overview of the course. Particular emphasis should be placed on objectives, evaluation criteria, student participation, and group work.

If any changes are made to the grading evaluation criteria, these should be given in writing to the student and the office program during the first workshop. 4. Discuss evaluation criteria. 5. Select Student Representative. 6. Tell students they are going to review the alphabet and most of all review alphabetical order. Tell them you are going to give each student a card. Each card has the name of a different animal, or thing. Ask students to look at their card, but tell no one what they have. By acting (walking, acting, or making sounds) like the animal or thing they should go around the room and try to place themselves in correct alphabetical order.

Facilitator should create his/ her own list of things and animals, but these are some examples: a. Kangaroo b. Ostrich c. Tiger d. Bear 8 e. Clock f. Snake g. Bird h. Train 7. Provide students with about 10 minutes to try to sort themselves alphabetically. Once students are sorted, have them read out their card. Did they get it right? Be sure to review any alphabetizing questions they may have. 8. Present students with a review of the VERB BE in present tense. Am am from Mexico City (l am) What’s your name? (What is) My name is Maria Where are you from? 9. Have students pair up. Ask students to interview each other, making sure each student gets the name, phone number and address of the person he/ she is interviewing. 10.

Have students introduce the person by providing the details requested (phone number, name, and address). Have them use the phrases: This is (name). His/Her address is His/Her phone number . 11. As students say the information help them and guide them to say the addresses and phone numbers correctly concentrating on the numbers and on using the verb be correctly. 12. Have students again pair up. Facilitator should try pairing them up with someone different each time. Ask them to decide on a famous person they would like to interview. This famous person could be an athlete, actor, actress, or president. Use the research you carried out prior to the workshop. 13. Write up an interview for that famous person.

Have One of the students portray the famous person and have the other person be the interviewer. Practice your interview and present the role play to the class. Be sure to use verb be correctly. 9 14. Have students complete the assignment presented in Appendix B. Students should hand in during the next workshop (Workshop 2). (HINT: Make copies of the assignment and hand in once you complete it. 15. Offer a preview of Workshop 2 and discuss upcoming homework. In order for students to complete the homework, ask them to work in groups. Make sure the composition of the group has been decided before they leave the classroom. Ask them to provide you with a list with the group members. Groups should not have more than four students.

Carlisle SynTec has been providing commercial and industrial roofing solutions to its clients for almost half a century. The company offers several employment opportunities for various positions such as factory workers, technical sales, warranty services technicians, customer service representatives, and pricing analysts. When there is a job vacancy for low-level to top management positions in Carlisle SynTec, it is filled up mostly by promoting the qualified employees or transferring them to another department with job vacancies.

The company rarely invites interested applicants outside the organization to apply for a middle- to top-level management positions. Promotion may occur within or outside the department. For instance, the supervisor of the sales department may be promoted to become a manager of the same department or another functional area such as the customer service department. For the entry- to low-level management positions, the company employs an external recruitment strategy by posting job openings on several sources.

These include industry publications, such as Roofing Contractor Magazine and Professional Roofing, and the company’s website, where job seekers can easily search for the positions available, apply online, and submit their resume. This convenient online recruitment system is powered by Hirebridge’s applicant tracking software. The link for employment opportunities can be found on the homepage: http://www. carlisle-syntec. com/index. cfm.

Through the employment opportunities posted on various sources mentioned earlier, the company receives numerous resumes which the human resources department thoroughly reviews. The resumes are submitted online or personally by walk-in applicants. The company also receives resumes submitted via snail mail. Based on these resumes, the HR department selects a pool of potential candidates for a position. These potential candidates are contacted by an HR representative and scheduled for an initial interview. Basically, the goal of the initial interview is to further refine this set of prospective candidates.

The initial interview is conducted in a simplistic manner; it covers personal details about the applicant, including his or her work history and goals in order to determine if the he or she is fit for the position. The initial interview is followed by an aptitude test which ranks the applicant according to a certain classification level. The applicant’s background is also verified by the company. He or she should either meet or surpass the aptitude or classification level that is required for the position.

At the same time, the results of the background and reference check must be favorable in order to be considered qualified for the second round of interview. The second interview is conducted by an HR representative and the supervisor of the department where the position the applicant is interested in belongs. This interview is characterized by an open discussion and role playing wherein the applicant is asked several unstructured and situational questions (i. e. , what would you do if you were faced with this situation? ). These questions are drawn from real-life situations that the applicant may encounter when he or she gets hired.

In this way, the company gets to inform the applicant of the realistic demands of the job he or she is interested in. Thus, the answers of the applicant are highly important as these would determine if the applicant understands the benefits or advantages of the job and accepts its challenges along with the disadvantages that go with it. For example, a job that may involve fieldwork could be enjoyable as one would meet a lot of people and at the same time have a flexible schedule. However, it could be stressful and exhausting, especially if it requires traveling to distant places.

If the applicant does well in the second round of interview, he or she is called back for a third interview. This interview involves meeting with the vice president of the company for a final approval. It is a straightforward interview wherein the goals and expectations of both the applicant and the company are discussed. Following the three successful interview process, the applicant is subjected to a pre-employment drug screening. If the drug test results are favorable, the applicant would be presented with an official offer, which also includes the discussion of salary and benefits.

How is this similar to what we learned from the lesson? The two approaches to recruitment, internal and external recruitment, are employed by Carlisle SynTec, which are described in the lesson. In internal recruitment, the above entry-level positions that are vacant are filled up by employees within the organization by promoting qualified employees or transferring them to another department (page 5). External recruitment, on the other hand, involves filling up vacant positions by drawing interested applicants from outside the organization (page 5).

Although the company has the option to hire middle- to top-level managers externally, these positions are only filled up internally while the company recruits externally to fill up entry- to low-level management positions. The readings also discussed the concept of realistic job previews (RJP) which the company utilizes in a way (page 6). According to the lesson, RJP is a recruitment approach which entails providing the applicants realistic information about the demands of the job, including the favorable and unfavorable side of the job (page 6).

This is employed by some companies so as not to disappoint the applicants with their unrealistic expectations of the job, which, when not met, may be their reason to leave the company in the future (page 6). Carlisle SynTec uses this approach to inform their applicants of the demands of the job in order to find out whether the applicant is up for the job or not. The concept of cut off score is also indicated in the lesson (page 7). This refers to the minimum score that applicants should get in order to be included in the list of qualified candidates for the position (page 7).

This is somehow similar to the aptitude or classification levels that the company uses as basis in determining whether the applicant is suitable for the job. What aspects of the system were most or least interesting/ effective? It was interesting to note that their (external) recruitment process only involves an aptitude test, three consecutive interviews, and a drug screening procedure. Thus, it is not as taxing as the recruitment process of other companies wherein the applicant has to go through longer series of interviews and various tests some of which are unrelated to the job he or she is applying for.

Most of the time, exhausting interviews and tests turn off interested applicants (myself included) to work in such companies. Hence, I believe that Carlisle SynTec’s straightforward, practical, and unthreatening external recruitment process is effective. However, limiting the external recruitment approach to hire entry-level employee and low-level managers may be ineffective. While this situation may be advantageous for me as a current employee of this company, I believe that hiring middle- to top-level managers externally can also be beneficial for the company.

According to the reading, by recruiting outside the organization not only can current employees see new faces, these new recruits may bring fresh ideas and induce creativity, and lead to positive changes in the company (page 5). I also found it interesting that the company employs the realistic job previews (RPJ) approach. Once, when I was applying for a job before, I asked the interviewer some questions about the company and the job. However, the interviewer only provided the positive aspects of the job and withheld the negative ones.

So when I accepted the job, I was overwhelmed with the nature of the tasks that I have to complete everyday. I felt foolish and naive for believing in the company. I also felt that the company sort of betrayed me for not telling me the real nature of the job. For this reason, in spite of the arguments against the RPJ approach (page 6), I believe that using RPJ is better than fooling the applicants by withholding negative information that is significant for the applicant in his or her decision to accept a job offer.

It was also interesting that they post job openings in industry publications such as magazines. I observed that many of the companies today only gather their pool of applicants from online sources, walk-in applicants, and/or employment agencies. By posting job vacancies in such publications, the company may be able to find good candidates for the job who might have missed applying online. What recommendations based on the lesson and readings could I offer? Internal recruitment has several advantages (page 5).

First, it is fast and not costly. Second, it makes managers feel more comfortable as they are promoting someone whose capabilities and work attitude they know very well. Lastly, the possibility of getting promoted of transferred to another department attracts employees and makes them stay longer with the company (page 5). Despite these advantages, internal recruitment also has its drawbacks. For one, it can contribute to a company’s stagnancy as it limits the experiences, concepts, and ideas to what currently exists in the company (page 5).

Thus, I recommend that the company use external recruitment as an option when the company does not have a suitable candidate internally. The reading enumerated some of the benefits of external recruitment (page 5). These include bringing novel ideas and creativity in the company (page 5), which the company may miss out if they just recruit internally only to save costs and avoid having to adjust to new managers/co-workers. Although I believe in its effectiveness, the use of RPJ should not be abused.

The information disclosed to applicants should be limited only to those that are significant to the applicant’s expectations of the job’s nature. It should also not dwell too much on the difficult or negative aspect of the job as this may scare the applicant away. Moreover, a study included in the lesson suggests that highly qualified applicants tend to lose interest in companies that employ RJP approach as these are the ones who are likely to have other job offers (page 6).

Thus, the jobs the nature of which appears more pleasant may be preferred by highly qualified applicants (page 6). Nevertheless, as mentioned in the previous section, not informing the applicant of the realistic demands of the job during the interview may also frustrate the newly hired employee and cause job dissatisfaction. Hence, I recommend that the company choose the information to disclose well and not dwell so much on the downside of the job.

With this decision Lebanon composed this essay in o deer to explain himself; to his Miami fans and the rest of the world. Lebanon does not want to be hated in Miami. In Lebanon James’ homecoming article he misleads the reader; coming home does not reveal his motives, basketball championships remain the main cause for betray Months after Lebanon James finalized his decision to leave, sports analysts debt dated the true reasons behind his motives. Coming home eases Lebanon decision, but f ails to reveal the entire picture. Lebanon James plays basketball better than any man in the world d, he obviously cares if he plays on a good team or not.

Lebanon wouldn’t abandon a talented t am for a subpart squad. “l went to Miami because of Dead and (B. ” (Para. 3). Lebanon first moved due to appeal of talented players. Lebanon’s second decision mirrors his first m eve. Lebanon will continue to argue that he desires to return home due to his love for Cleveland d, but he’s hiding the truth. In reality Cleveland homes a championship caliber basketball team. Cleveland future seems promising with young stars like Keri Irving and now Kevin Love. Lebanon realizes this and seizes the opportunity. Going home just adds to the glory of it all.

Even Though Lebanon grew up in Ohio, he loved his time away in Miami. “l will always think of Miami as my second home” (Para. 2). Lebanon loved Miami; leaving sol Ely off being homesick makes no sense. Lebanon stated that he would not move anywhere without a beach in an interview before revealing his final decision. In case you didn’t know, the re aren’t any beaches in Cleveland. Lebanon decided to leave Miami due to the potential of T he Cavaliers. Lebanon expresses his desire to win an NAB championship once again, especial Ii for Ohio. Lebanon acts modest about The Cavaliers skill in saying “We’re not ready eight now. (Paragraph 8) in attempt to ease the hate from Miami fans. Lebanon attempts t o downsize the team by labeling them young and inexperienced, but he also acknowledges the Eire talent. Doing this allows Lebanon to appeal to both crowds. Despite his best efforts most see through his attempt to mislead. Lebanon acts like his road to success will take years. Lebanon compares his move to Cleveland to his first move made in 2010. He go sees on to say “I wanton win next year, but I’m realistic. It will be a long process, much 10 anger than it was in 2010. My patience will get tested” (Para. ). Success will come early and will not be short lived.