Women Inventors A to Z Biography List

Ladies Inventors start to finish Biography List This is a start to finish rundown of famous ladies creators that we have progressively broad data on: life stories, pictures, courses of events, and other media. The Directory contains a lot more names, be that as it may, an account could possibly be accessible. Suggested ladies creators histories are bolded. A Randi Altschul Virgie Ammons Mary Anderson Dorothy Arzner B Patricia E. Shower Miriam E. Benjamin Katherine Blodgett Bessie Blount Sarah Boone C Josephine Garis Cochran Marie Curie D, E, F Helen Free G Frances Gabe Sarah E. Goode Bette Nesmith Graham Sanctuary Grandin H Ruth Handler Joycelyn Harrison Elegance Hopper I, J, k Mary Phelps Jacob Marjorie Stewart Joyner Anna Keichline Margaret Knight Stephanie Louise Kwolek L, M N, O, P, Q, R Lyda Newman Julie Newmar Ellen Ochoa T, U, V, W, X, Y, Z Harriet Tubman Madame Walker Mary Walton -

Benjamin Zephaniah Was Born In Birmingham English Literature Essay

Benjamin Zephaniah Was Born In Birmingham English Literature Essay All through his assortment Zephaniah interfaces with youngsters through his utilization of conversational language and further, presents a scope of subjects that can be effortlessly comprehended by the more youthful age. Subjects incorporate companions, family, legends and creatures; which ostensibly has the impact of making verse a good time for little youngsters. Normally, kids will in general appreciate what can be considered as play area jingles and rhymes however regardless of this can regularly be scared at the possibility of verse. As Talking Turkeys is seemingly fun and pleasant, this therefore assists with invigorating a childs creative mind and intrigue while simultaneously constructs their certainty inside verse. A somewhat one of a kind component of Zephaniahs verse is his utilization of informal language; a genuine case of this is the point at which he replaces the word there with dere. Further, made up words, for example, guzzards additionally add to the funniness of th e verse. His sonnets will in general contain a somewhat endearing good toward the end; Heroes states I state were all saints in the event that we do our smidgen.. This positive message would ostensibly strongly affect the more youthful perusers and urge them to progress nicely. The structures of Zephaniahs verse are not intricate yet they are fairly successful. In Friends the structure is straightforward, utilizing four lines to portray every creature thus, and further utilizing notable qualities of that specific creature. When discussing a snake he composes I am known to slip and slide. This sonnet apparently gives visual incitement and makes the thoughts in the sonnet handily comprehended for offspring of a youthful age. This is strengthened by the incorporation of a wide assortment of representations. Pictures, structures and photos are imaginatively installed inside the sonnets. The format of the words in the sonnet frequently bolsters the picture. Pictures comprise of collections, pen and ink and photographic examinations which include funniness and make the sonnets less overwhelming to peruse. In his sonnet entitled Drivosaurus Rex he utilizes a picture of a T-Rex driving a vehicle which would catch the eye of the youthful peruser. In different sonnet s the representations give the format of the sonnet in a fun and inventive manner taking into account the content to be separated. A portion of his sonnets inside this assortment don't strengthen right syntax and accentuation in that Jamaican Patois is regularly utilized. This is somewhat offbeat, and can be befuddling. In any case, it is likewise very enchanting and sharp, and tends to make you need to turn the page and keep perusing. There are a scope of sonnets inside Talking Turkeys that fortify this thought, for example, Little Sister, oneself titled Talking Turkeys and the counter linguistic According to my Mood in that I have a beautiful permit, I compose the manner in which I need, I drop my full stops where I like à ¢Ã¢â€š ¬Ã¢ ¦ featuring this idea of inaccurate sentence structure and accentuation. Talking Turkeys itself isn't composed nor acted in Standard English, the rhyming structure is fairly straightforward and by and large will in general remain the equivalent all through. In taking a gander at Talking Turkeys being performed [http://www.youtube.com/watch?v=v4AgPSjzXkw], Zephaniah gives a comic component to his sonnet in that in addition to the fact that he entertains the group with interesting little moves he changes his manner of speaking so as to be most appropriate for the sonnet. This strengthens the point made before concerning the utilization of Jamaican Patois in that Zephaniah needs to nearly make this character inside him so as to oblige for the sonnet. It is obvious to see with regards to why little youngsters would be keen on the sonnet in that there is a huge satire factor and at specific focuses all through his exhibition he appears to get to some degree diverted from his presentation, however in any case this adds to the silliness, all things considered, Zephaniah associates with present day issues and acquaints new viewpoints with a youthful crowd. Talking Turkeys㠢â‚ ¬Ã¢ ¦ identifies with various religions and societies so every youngster can feel they are a piece of society and not feel left out㠢â‚ ¬Ã¢ ¦ The book is for kids however the adults will be sneaking off with it. Dark Literature Project The powerful symbolism and casual language function admirably together and open up a universe of opportunities for study hall exercises. Governmental issues, veganism and creatures are conspicuous subjects, addressed with fluctuating weight and amusingness. Zephaniahs words incite and summon; he moves the peruser to address cultural beliefs yet in addition energizes empathy and correspondence. Disrespectfulness for the scholarly trappings of customary composed verse, a free foot, streetwise way to deal with structure and to content and a huge hearted mankind, saturate his verse, and this ought to guarantee his prominence with y ounger students normal inconoclasts for quite a long time to come. Errol Lloyd, cited in Books For Keeps Talking Turkeys has been assessed by numerous pundits [http://www.puffin.co.uk/nf/Book/BookDisplay/0,,9780140363302,00.html#reviews], it is said that Zephaniah is the authoritative lord of childrens verse He has an unselfconscious relish for language and word-play that never wanders into the belittling dee-dum-dee-dum-dee-dum region of such a large amount of childrens verse: his are sonnets that skip up from the page and request to be perused, rapped, sung and hip-jumped so anyone might hear. (Autonomous on Sunday) Further, He brings Jamaican rhythms, the patois of the lanes, the recognition that㠢â‚ ¬Ã¢ ¦ verse can be ground-breaking, provocative, road wise㠢â‚ ¬Ã¢ ¦ He takes verse off the page and into urban mouths, transforms refrain into cheeky, beat-filled execution. (The Scotsman) Zephaniahs verse can anyway be condemned in that some may contend his sonnets are excessively short, yet in any case that idea is put down to the perusers individual inclination. Some would likewise contend that the wrong utilization of English could be viewed as a negative point in that it doesn't elevate to youthful perusers how they ought to be talking and spelling. However in spite of this, his utilization of inappropriate language all adds to the general impact of his verse. Most of Zephaniahs verse is delighted in by a wide scope of individuals and therefore there isn't a lot of negative remarks with respect to what he composes, or rather, how he composes.

How to Structure a Story Understanding Narrative Structure

From origin stories to folktales to supernatural mythology, well-told narratives have been passed down across cultures and generations. In today’s world, we’re most familiar with storytelling in one of four forms: spoken stories, novels (or short stories), live theater, and filmed entertainment. In all forms of media, the stories that stand the test of time are those with strong, compelling narrative structure.

Writers on Writing The Power and Pleasure of Metaphor

The greatest thing by far, said Aristotle in the Poetics (330 BC), is to have a command of metaphor. This alone cannot be imparted by another; it is the mark of genius, for to make good metaphors implies an eye for resemblance. Over the centuries, writers have not only been making good metaphors but also studying these powerful figurative expressions  Ã¢â‚¬â€ considering where metaphors come from, what purposes they serve, why we enjoy them, and how we comprehend them. Here — in a follow-up to the article What Is a Metaphor?  Ã¢â‚¬â€ are the thoughts of 15 writers, philosophers, and critics on the power and pleasure of metaphor. Aristotle on the Pleasure of MetaphorAll men take a natural pleasure in learning quickly words which denote something; and so those words are pleasantest which give us new knowledge. Strange words have no meaning for us; common terms we know already; it is metaphor which gives us most of this pleasure. Thus, when the poet calls old age a dried stalk, he gives us a new perception by means of the common genus; for both the things have lost their bloom. A simile, as has been said before, is a metaphor with a preface; for this reason it is less pleasing because it is more lengthy; nor does it affirm that this is that; and so the mind does not even inquire into the matter. It follows that a smart style, and a smart enthymeme, are those which give us a new and rapid perception.(Aristotle, Rhetoric, 4th century BC, translated by Richard Claverhouse Jebb)Quintilian on a Name for EverythingLet us begin, then, with the commonest and by far the most beautiful of tropes, namely, metaphor, the Gr eek term for our translatio. It is not merely so natural a turn of speech that it is often employed unconsciously or by uneducated persons, but it is in itself so attractive and elegant that however distinguished the language in which it is embedded it shines forth with a light that is all its own. For if it be correctly and appropriately applied, it is quite impossible for its effect to be commonplace, mean or unpleasing. It adds to the copiousness of language by the interchange of words and by borrowing, and finally succeeds in the supremely difficult task of providing a name for everything.(Quintilian, Institutio Oratoria, 95 AD, translated by H.E. Butler)I.A. Richards on the Omnipresent Principle of LanguageThroughout the history of Rhetoric, metaphor has been treated as a sort of happy extra trick with words, an opportunity to exploit the accidents of their versatility, something in place occasionally but requiring unusual skill and caution. In brief, a grace or ornament or add ed power of language, not its constitutive form. . . .That metaphor is the omnipresent principle of language can be shown by mere observation. We cannot get through three sentences of ordinary fluid discourse without it.(I.A. Richards, The Philosophy of Language, 1936)Robert Frost on a Feat of AssociationIf you remember only one thing Ive said, remember that an idea is a feat of association, and the height of it is a good metaphor. If you have never made a good metaphor, then you dont know what its all about.(Robert Frost, interview in The Atlantic, 1962)Kenneth Burke on Fashioning PerspectivesIt is precisely through metaphor that our perspectives, or analogical extensions, are made--a world without metaphor would be a world without purpose.The heuristic value of scientific analogies is quite like the surprise of metaphor. The difference seems to be that the scientific analogy is more patiently pursued, being employed to inform an entire work or movement, where the poet uses his met aphor for a glimpse only.(Kenneth Burke, Permanence and Change: An Anatomy of Purpose, 3rd ed., University of California Press, 1984)Bernard Malalmud on Loaves and FishesI love metaphor. It provides two loaves where there seems to be one. Sometimes it throws in a load of fish. . . . Im not talented as a conceptual thinker but I am in the uses of metaphor.(Bernard Malamud, interviewed by Daniel Stern, The Art of Fiction 52, The Paris Review, Spring 1975)G.K. Chesterton on Metaphor and SlangAll slang is metaphor, and all metaphor is poetry. If we paused for a moment to examine the cheapest cant phrases that pass our lips every day, we should find that they were as rich and suggestive as so many sonnets. To take a single instance: we speak of a man in English social relations breaking the ice. If this were expanded into a sonnet, we should have before us a dark and sublime picture of an ocean of everlasting ice, the sombre and baffling mirror of the Northern nature, over which men walk ed and danced and skated easily, but under which the living waters roared and toiled fathoms below. The world of slang is a kind of topsy-turveydom of poetry, full of blue moons and white elephants, of men losing their heads, and men whose tongues run away with them--a whole chaos of fairy tales.(G.K. Chesterton, A Defence of Slang, The Defendant, 1901)William Gass on a Sea of Metaphors- I love metaphor the way some people love junk food. I think metaphorically, feel metaphorically, see metaphorically. And if anything in writing comes easily, comes unbidded, often unwanted, it is metaphor. Like follows as as night the day. Now most of these metaphors are bad and have to be thrown away. Who saves used Kleenex? I never have to say: What shall I compare this to? a summers day? No. I have to beat the comparisons back into the holes they pour from. Some salt is savory. I live in a sea.(William Gass, interviewed by Thomas LeClair, The Art of Fiction 65, The Paris Review, Summer 1977)- If there is anything in writing that comes easy for me its making up metaphors. They just appear. I cant move two lines without all kinds of images. Then the problem is how to make the best of them. In its geological character, language is almost invariably metaphorical. Thats how meanings tend to change. Words become metaphors for other things, then slowly disappear into the new image. I have a hunch, too, that the core of creativity is located in metaphor, in model making, really. A novel is a large metaphor for the world.(William Gass, interviewed by Jan Garden Castro, Interview With William Gass, ADE Bulletin, No. 70, 1981)Ortega y Gasset on the Magic of MetaphorThe metaphor is perhaps one of mans most fruitful potentialities. Its efficacy verges on magic, and it seems a tool for creation which God forgot inside one of His creatures when he made him.(Josà © Ortega y Gasset, The Dehumanization of Art and Ideas About the Novel, 1925)Joseph Addison on Illuminating MetaphorsAllegories   when well chosen, are like so many tracks of light in a  discourse, that make everything about them clear and beautiful. A noble metaphor, when it is placed to an advantage, casts a kind of glory round it, and darts a lustre through a whole sentence.(Joseph Addison, Appeal to the Imagination in Writing on Abstract Subjects by Allusion to the Natural World,  The Spectator, No. 421, July 3, 1712)Gerard Genette on the Recovery of the VisionThus metaphor is not an ornament, but the necessary instrument for a recovery, through  style, of the vision of essences, because it is the stylistic equivalent of the psychological experience of involuntary memory, which alone, by bringing together two sensations separated in time, is able to release their common essence through the miracle of an  analogy  Ã¢â‚¬â€ though metaphor has an added advantage over reminiscence, in that the latter is a fleeting contemplation of eternity, while the former enjoys the permanence of the work of a rt.(Gerard Genette,  Figures of Literary Discourse, Columbia University Press, 1981)Milan Kundera on Dangerous MetaphorsI have said before that metaphors are dangerous. Love begins with a metaphor. Which is to say, love begins at the point when a woman enters her first word into our poetic memory.(Milan Kundera,  The Unbearable Lightness of Being, translated from the Czech by Michael Henry Heim, 1984)Dennis Potter on the World Behind the WorldI just sometimes very occasionally am conscious of what I would call grace but its corroded by intellectual reservation, by the sheer improbabilities of thinking in that mode. And yet it remains within me — I wouldnt call it yearning. Yearning? Yes, I suppose thats a lazy way of putting it, but somehow the sense continually threatening to be present and occasionally flickering into life of the world behind the world which, of course, is what all metaphors and in a sense, all art (again to use that word), all of that is about the worl d behind the world. By definition. It is nonutilitarian and has no meaning. Or  appears  to have no meaning and the strangest thing that human speech and human writing can do is create a metaphor. Not just a  simile: not just Rabbie Burns saying My love is  like  a red, red rose, but in a sense, it  is  a red rose. That is an amazing leap, is it not?(Dennis Potter, interviewed by John Cook, in  The Passion of Dennis Potter, edited by Vernon W. Gras and John R. Cook, Palgrave Macmillan, 2000)John Locke on Illustrative MetaphorsFigured and metaphorical expressions do well to illustrate more abstruse and unfamiliar ideas which the mind is not yet thoroughly accustomed to; but then they must be made use of to illustrate ideas that we already have, not to paint to us those which we yet have not. Such borrowed and allusive ideas may follow real and solid truth, to set it off when found; but must by no means be set in its place, and taken for it. If all our search has yet r eached no farther than  simile  and metaphor, we may assure ourselves we rather fancy than know, and have not yet penetrated into the inside and reality of the thing, be it what it will, but content ourselves with what our imaginations, not things themselves, furnish us with.(John Locke,  Of the Conduct of the Understanding, 1796)Ralph Waldo Emerson on Natures MetaphorsIt is not words only that are emblematic; it is things which are emblematic. Every natural fact is a symbol of some spiritual fact. Every appearance in nature corresponds to some state of the mind, and that state of the mind can only be described by presenting that natural appearance as its picture. An enraged man is a lion, a cunning man is a fox, a firm man is a rock, a learned man is a torch. A lamb is innocence; a snake is subtle spite; flowers express to us the delicate affections. Light and darkness are our familiar expression for knowledge and ignorance; and heat for love. Visible distance behind and befo re us, is respectively our image of memory and hope. . . .The world is emblematic.  Parts of speech  are metaphors, because the whole of nature is a metaphor of the human mind.(Ralph Waldo Emerson,  Nature, 1836)

Representation of Masculinity the Renaissance Family and...

Representation of Masculinity the Renaissance Family and Shakespeares Macbeth Familiarity with Shakespeares work often leads to awareness to the representation of masculinity, gender roles, and the patriarchal order as these subjects are often greatly reflected in his writing. Renaissance concept of order meant there was a shift from what used to be an Open Lineage Family, to a Restricted Patriarchal Nuclear Family. In turn, Renaissance families saw an increase in obligations to the church and state. Shakespeare (with the use of irony) often played with typical renaissance beliefs and ideologies, giving his work both historical and critical value. With the endorsement of an ideal marriage based†¦show more content†¦Another form of masculinity demonstrated in these plays are valour, kinship and honour; William Segar takes the radical position that there are but two arenas of action for men; business and honour Smith B Shakespeare and Masculinity (43) The tension charged exchange between Mowbray and Bolingroke in the opening scene of Shakespeares Kin g Richard 2 in an all male arena, where both men throw down gages in a physical display of manliness and are prepared to settle their dispute by combat is clearly located in Segar s arena of honour. There I throw don my gage, If guilty dread have left thee so much strength As to take up mine honours pawn, then stoop By that and all the rites of Knighthood else Will make good against thee, arm to arm, (1.1.69,73-76) However, this warring with words a womanish undertaking whilst dolled up to the nines Healy M William Shakespeare Richard 2 (52 in chivalric tournament gear was a great show of maleness and virility. This contrasts with Shakespeares Macbeth whose masculinity is initially defined by courage and honour on the battlefield. Shakespeares King Richards masculinity is initially defined by honourable and just decision making within kingship.Show MoreRelatedWilliam Shakespeare s Macbeth : Women s Agency2261 Words   |  10 PagesEnglish 201 24 November 2014 Relative Masculinity in Macbeth: Women’s Agency William Shakespeare uses Macbeth to show the agency that is created for women when men are pushed into proving their own masculinity. In order to fully understand Shakespeare’s portrayal of masculinity in Macbeth we must first examine the stereotypes of the Elizabethan era that effected Shakespeare’s writing. â€Å"Defining what a female was supposed to be and do was an act of Renaissance culture, as it has been for other timesRead MoreEssay on Changing Gender Roles in William Shakespeares Macbeth2817 Words   |  12 PagesChanging Gender Roles in William Shakespeares Macbeth  Ã‚     Ã‚  Ã‚   Much attention has been paid to the theme of manliness as it appears throughout Macbeth. In his introduction to Macbeth in The Riverside Shakespeare, Frank Kermode contends that the play is about the eclipse of civility and manhood, [and] the temporary triumph of evil (1307). Stephen Greenblatt emphasizes the same idea in The Norton Shakespeare, crediting Lady Macbeth for encouraging her husband through both sexual taunting

“The Last 203 Days of Sarah’s Life” free essay sample

Sarah’s daughter Kaye expressed her feelings throughout the video, the frustration, the good and bad days her mother had, all of which affect the care givers state of being. Listening to the sadness in Kaye’s voice reached me. I was able to relate with her situation because I just recently heard the same from my own aunt who takes care of my grandmother. It’s the hardest thing to witness when the care giver is breaking down from built up frustration. Sarah and Kaye began the film with what turns out to be 203 days before Sarah’s death. Sarah is terminally ill and although she’s in great pain and discomfort, her state of mind is clear and defined. She wore a wig and cared about what she looked like, getting her nails done and all. Half way through the film you can see things are taking a turn for the worse. We will write a custom essay sample on â€Å"The Last 203 Days of Sarah’s Life† or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Sarah’s physical appearance changed quite a bit. She wore no make up, the wig was gone and she was slower and in much more visible and audible pain. Up until two weeks ago, I knew that a hospice was a place where the terminally ill go to die. I had no clue as to how the staff relates to the clients or what their primary focus would be. The staff members from the hospice in the film were primarily concerned with Sarah’s level of pain and how they could help alleviate it. They treated her with respect and did not patronize her in any shape or form. All of which was mentioned in the last chapter of our textbook. Kaye had mentioned three things her mother feared, dirtying herself, loosing her mind and being put in a nursing home, then she mentions how all of her fears came to fruition. Sarah herself said at one point â€Å"†¦I have no idea what it was all about†. My take on her comment was that although she came to accept her inevitable death, she did not have any philosophical answers to give anyone. The film began with hospice care being administered at Kaye’s home and it seems that by that time Sarah had gone through her stages of realization and had now accepted her death. I realize that witnessing all this makes me better aware of what happens, but knowing what to expect and going through it are definitely two different things. Eventually Kaye was not able to continue providing the care her mother required. Although the decision to move her mother to the hospice was difficult to accept, it was a welcomed event. Kaye had gotten to the point where she couldn’t cope physically. In the end, when Sarah died, Kaye seemed like having had her mother in the hospice was the best way to have conducted their affairs. Watching the film was definitely enlightening. It was an eye opener to the benefits of hospice care. Having been around for some time I have experienced the loss of a loved one but my case was different and did not require the use of hospice care. The film is definitely worth watching.

Starbucks Case Study free essay sample

A Intro to Business 3/26/2013 Case Study Consumer Behavior in the Coffee Industry Did you know one franchise alone dominated an entire payment-processing market in just one year? You might have heard of this giant company by the name Starbucks. Howard Schultz, CEO of Starbucks, had a significant role in the company’s growth. Starbucks has steadily dominated the coffee market and has even extended to being a 3rd home for many of its consumers. Based in Seattle, Starbucks had significant competition when it opened its first store in the Pike Place market in Seattle, yet still managed to become superior. Starbucks used new advertising tactics and presented a unique experience for its customers, all of which was a game changer in the business world. Starbucks was created when three friends opened a small store to sell coffee beans and roast in 1971[1]. Jerry Baldwin, Gordon Bowler and Zev Siegl opened their store in the heart of the unique open air market in downtown Seattle. We will write a custom essay sample on Starbucks Case Study or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Located just off the harbor, Pike place market was the optimal location and attracted many residents and tourists. After ten years of incredible growth, Jerry Baldwin hired Howard Schultz as head of management. When Schultz first started, he slowly learned the coffee industry and helped made subtle but significant changes. For example, Schultz noticed that â€Å"first-time customers sometimes felt uneasy in the stores†[2] so he developed â€Å"customer-friendly sales skills and produced brochures that made it easy for customers to learn about fine coffees†2 Schultz had the vision of making Starbucks a coffee lounge versus a bar after being inspired by eastern traditions. Even though he did not agree with the new direction, Baldwin allowed Schultz to open one espresso bar and in 2 years, Schultz was able to buy out Baldwin and equity owners with the help of investors in 19921. Howard Schultz initially saw the power of consumer behavior early on when he realized Starbucks began to be a social gathering mecca for people instead of just an espresso stand. When Schultz first noticed the ‘seismic change in consumer behavior,’ he adopted a free-Wi-Fi service and mobile payment service and noticed that Starbucks began to attract people as if it was a third home for coffee enthusiasts. Although he jokes about not getting rent from consumers, it allowed Starbucks to create an online-experience in their ‘3rd home’ which was unique to the coffee scene in the United States. With scheduled deliveries and privatized ad networking, Starbucks was maximizing its profits and allowing an experience for coffee enthusiasts that did not make them feel locked-into paying. This shift in consumer behavior was in response to the cultural need for a place between home and work. As social beings, humans thrive for an excuse to hang out and socialize or participate in a community environment. This amazing experience that Starbucks supplied needed to be fine-tuned like any business plan. Like any business, Starbucks had challenges, such as their management of spending. In an interview entitled Business Brilliant, Schultz said that too much was focused on the customer instead of the infrastructure. To improve this, Schultz developed a unique experience in the store with the paired pastry-drinks and released free Wi-Fi for customers. In addition to free-Wi-Fi, mobile payments allowed consumers to avoid lines and continue their private work in the confines of the lounge. Soon Starbucks was thriving and announced that â€Å"the opening of 150 new stores in five years significantly exceeded the 1987 business plan’s objective of 125†[3]. Like every company, Starbucks faced unique issues in their business which slowed down growth initially which in effect slowed down growth in the long run. Schultz attributed the biggest hold-back in the long run to not investing in the supply chain, technology or manufacturing. Although Starbucks was marketing their franchise extremely well, they did not invest ahead of the growth curve and the infrastructures became under-par. In the Business Brilliant, Schultz candidly admitted that Starbucks â€Å"solely accelerated growth of the company. † Moreover, Schultz said the issue was that Starbucks â€Å"needed competency well beyond the size of the company and needed the kind of capability they didn’t have. † Since their infrastructure’s efficiency in the short run was hindered by technological limitations coupled with access to capital, the entire store chains needed to be shut down. Schultz defined the event as a need to redesign their image and retrain their employees. Starbucks was losing grip on the customers and their loyalty because the experience of Starbucks was losing its unique features. All of these internal and external issues that Starbucks was facing were all connected with values and company image according to Schultz. Schultz was so specific with the Starbucks experience that when he smelt burning cheese in a store he decided to ask the workers and they told him â€Å"So what, profits are up! † Soon after this, Schultz decided to close down and retrain all stores and employees. He sent out a press release admitting that Starbucks was misrepresenting itself. Although no one had accused or criticized Starbuck’s prior to his declaration, it was a bold move which negatively impacted the financial strength of the Company. However, the action proved loyal to the consumer and enhanced brand loyalty for Starbuck-addicts. This root issue of misrepresentation in the Starbuck’s experience and the company vision was so significant to Schultz that he needed rework his company from the ground up. This road block of ‘conserving the core businesses’ and ‘pushing for relevant innovation’ made Schultz tweak and adjust the Starbucks experience constantly but effectively. While Schultz attributes the root issue for Starbucks to be company image and adapting core values, could it be possible that the vision and image were not correctly portrayed because of unwise funding? Schultz does admit the funding issues contributed to the core issue of misrepresentation of company image and values, but he does not see the two issues in separate environments. Schultz assigns the core issue to misrepresentation and the surface symptoms to be funding. However, more funding or a different funding plan with more focus in infrastructure would have changed the outcome. The core issue was funding and the symptoms of the core issues were misrepresentation because of resource allocation. While their short term fixed costs of infrastructure and labor were solved, their reserved and recurring allocation towards the upgrades of their infrastructure lacked significantly. If properly funded before and seen ahead of the curve, their growth could have been anticipated. This is evident through the need to shut down and retrain employees. It’s clear that the total fixed and variable costs exceeded their revenue initially. Like all companies, there was a start-up curve but when the curve was dealt with, resource allocation was not the focus. The best plan of action ideally would start with addressing resource allocation. Starbucks was able to stay in business and have great growth so it’s clear the management was able to properly allocate their average variable costs and fixed costs for the most part. Nevertheless, it would have been best if the costs were optimized and revenue was set aside for changes in infrastructure. Funding should have been directed at things which would have produced stability in the long run. This would have lowered their total costs and properly funded their infrastructures for the long run and short run. Schultz should have looked at the management immediately after buying out the company and properly hired people with skills that would be able to guide Starbucks through significant growth. Investment in infrastructure to avoid long-term costs would have saved Starbucks from funding issues at later times. In addition to optimizing their infrastructure for the long run, Starbucks needed to invest more in manufacturing and supply chain for the success in the long run. For example, Starbucks should have initially allocated more funding towards small upgrades in their infrastructure such as ovens versus microwaves to avoid unpleasant scents in the customer’s experience. This also connects to Schultz’s emphasis on hiring employees and affiliates based on similar values. If the decision to hire those employees would have initially been more focused on similar values in addition to management skills, the variable costs to upgrade the infrastructure in the long run would have been lower because the management would have been more motivated to deal with the issue before the CEO had to see the symptoms. Finally, the management of Starbucks needed to choose their employee’s more wisely from the start. If Schultz would have chosen his employee’s based on the similarity of their values and the company vision, little issues such as smell in the customer’s experience would have been dealt with more efficiently. This connects to optimizing their infrastructure but focuses on the employees instead of the technology. It’s important to treat both with separate solutions because Schultz reminded us that the employees can only work with the assets they are provided with. This small change in the focus of the start-up of the company could benefit the image of Starbucks very efficiently and in a cost-productive way. Schultz jokes about not getting rent from Starbucks admirers yet he also notes that the potential to plug into the social media of the internet and create the environment was more beneficial than the issue of customers hanging out inside the store. The evolving Starbucks experience caused consumers to have incredible brand loyalty over alternatives such as Pete’s Coffee and Tea and Tullies. Yet the quick and agile response of technology was exactly what Starbucks needed to put it ahead of the ‘growth curve’ in social media while its competitors struggled behind. Schultz’s solutions were effective in the short run but he still realized his long run potential was limited by resource allocation. The problem with Starbucks and consumers was not the shift in demand for coffee consumers but it was resource allocation and initial planning. Howard Schultz’s plan of action was headed in the right direction apart from the minor mix-up between the surface symptoms and the core issue. In addition to new work practices, Schultz integrated new management and had to let go many of the people he knew were limited to the knowledge of the short-term. This new resource allocation towards what Schultz called ‘the backside’ of the company, allowed the company to finally resolve its funding and allocation issues. The new plan of action consisted of hiring new employees and investing in infrastructure to anticipate growth and new forms of technology; the poor management habits of the past from would not hinder Starbucks in the future. Similar to my suggested plan of action, Schultz’s initiative consisted of new employee’s, new technology and investing in the short term. If Schultz’s would have put more funding towards infrastructure to bring stability in the long run, he would have been able to manage the shift in consumer behavior and maintain profit without the need to close down the stores for retraining. The issue for Starbucks is not losing customers but how to accurately represent the company’s values. Moreover, if the employees were chosen correctly and the infrastructure was properly optimized, Schultz plan would have worked perfectly. All in all, every company in any industry is going to face challenges and have limited resources to meet them in an efficient manner. Howard Schultz used the resources he had to best manage Starbucks and handled the big issues he had efficiently and creatively. The future of Starbucks all depends on its management and commitment to adhering to the company vision and values. After experiencing the 2000-2008 period, one can see that the values will inevitably shift with changes in management. 4] The future of Starbucks is highly dependent on how long Howard Schultz continues to be an active part of the company and in shaping its vision. If affiliates and employees are chosen intelligently and have values matched properly with the company’s mission, Starbucks’s vision should be passed down effectively through each generation of new management. Nevertheless, the rise and fall of competitors in a market is inevitable and time will tell if Starbucks will eventually be surpass ed by a competitor. Starbucks will be a primary educational focus for many business programs. It is one of the best managed franchises in history and will remain one of the most successful for a long period of time. Like any business, Schultz received criticism for extreme responses yet these responses excelled the growth of the company. Much like my suggestions, Schultz acted quickly and made extreme changes which were crucial to repairing the infrastructure. Unlike most companies, Starbucks’s major focus is promoting the company image and values instead of putting profits first. Works Cited I. Schiff, Lewis. Starbucks CEO Howard Schultz Coming to NYC. Inc. com. INC, 18 Mar. 2011. Web. 25 Mar. 2013. II. Starbucks Corporation History. History of Starbucks Corporation – FundingUniverse. Funding Universe, n. d. Web. 25 Mar. 2013. III. McGraw Hill. Starbucks Corporation. Starbucks Case Study. MHHE. com, n. d. Web. 25 Mar. 2013. [1] Funding Universe, Starbucks Corporate History [2] McGraw Hill, Starbucks Case Study, Starbucks Corporate History [3] McGraw Hill, St arbucks Case Study, Starbucks Corporate History [4] Funding Universe, Starbucks Corporation History