Othello :: essays research papers fc

Elliot, T.S. Ã’The Hero Cheering Himself Up.Ó Shakespeare and the Stoicism of Seneca. ED. Leonard F. Dean, Thomas Y. Crowell Company, 1961. 153-155   Ã‚  Ã‚  Ã‚  Ã‚  In T.S. ElliotÕs essay, Ã’The Hero Cheering Himself Up,Ó he takes the viewpoint that Othello is both influenced by and influences Seneca, the Roman philosopher and author of tragedies. Ã’It is not the Attitude of Seneca; but i is derived from SenecaÓ(153). He also compares Shakespeare to other authors such as Chapman and Marston, who he says were quite influenced by Seneca. The main thing that he says they have in common is the way that the heroes of their plays are dramaticized at the height of the tragedy. He does, however, state that it is his opinion that Shakespeare does this much better. He works it in to fit naturally with the human nature of his characters. Elliot states that the final speech of Othello is the most Ã’terrible exposure of human weakness- of universal weaknessÓ(153. He says that this speech is usually read quite superficially, but when one looks deeper, he can see that Othello is trying to cheer himself up. He wants to escape reality and think only of himself. He does this because thinking good of yourself, in ElliotÕs opinion, is one of the easiest things to do. Elliot also compares the death of Othello to the deaths of some ShakespeareÕs other heroes- mainly Antony and Coriolanus. H believes that these deaths were also strongly influenced by Seneca. Gray, Garry Ã’IagoÕs MetamorphosisÓ Iago. Ed. Harold Bloom, Chelsea House, 1992. 212-218   Ã‚  Ã‚  Ã‚  Ã‚  Garry GrayÕs essay, Ã’IagoÕs Metamorphosis,Ó is based on the belief that society does not allow for or encourage personal individualization. He states that ShakespeareÕs Othello is concerned with this issue. This is mainly expressed through the character of Iago. he goes through a metamorphosis in the play. He starts out being socially dominated, and ends up being in a state of total psychological freedom. GrayÕs opinion is that this allows him the opportunity to victimize and exploit others. Gray also believes that Shakespeare is attempting to express his own opinion that one has to conform to a socially accepted behavior in order to attain a goal, such as when Iago wanted a promotion. Gray points out, however, that conforming to these socially accepted rules for behavior does not always result in achievement of a goal. He therefore believes that the reason for IagoÕs metamorphosis was bitterness and frustration.

IKEA’s Marketing Strategy Essay

One thing that makes IKEA becoming the best known global furniture retailer in the world is its marketing strategy. IKEA is a strong ban and many people across the globe think of IKEA when they thought about furniture. The key success of marketing strategy is IKEA’s standardization. IKEA stores around the world look alike and they all contain core value of organization’s culture. It looks and operates the same in every market markets. However, IKEA stores have to adapt to local markets. First standard is the most important standard. IKEA has had as a guiding principle to work in the same way and be seen in the same way in every country it operates. IKEA strategy is to keep the price low and attractive for as many people as possible. This marketing strategy is called merchandise; the product range and the prices of the products. The price should be the same in every market. Prices on products are supposed to be considered low compare to what consumers find in another store. IKEA aims deliver high value at low price. Location of the store usually locates at the outskirt of the city. The reason is that the consumer who buy furniture usually use personal car as a transportation (consumers using public transportation are rarely seen). The designs of stores are supposed to look basically the same in important dimensions: signage, display, store layout and design, and colors. They should contain Swedish identity such as the color of Swedish flag; blue and yellow. The purpose is to give the same shopping experience regardless of where the store is located. Still different stores adjust the room-settings they use to fit the local housing and living conditions, rather than an original setting. For example; room adjustment in IKEA Japan would be small and its furniture will considered for limited space, unlike IKEA store in Europe where housing has more space. It also adapts its design to impress local market as well. Service levels are similar around the world with staffing about the same everywhere. The number of employee in each level should be the same everywhere in the world. IKEA presents unique strategy. IKEA concept is to have the low prices you as a consumer pays a price which if consumer wants to pay lowest price; consumer has to pick things up in the  store, carries to your car, takes home and assembles yourself. Nevertheless, IKEA also offers delivery service.1 Another important strategy is public relation. The best known channel is the IKEA Catalog, which is developed by IKEA Communications in Älmhult, Sweden. It is produced in 38 different editions, in 17 languages for 28 countries. All this adjustment is made from a standardized base (same products, same overall info etc) meaning that country/region adjustments are really fairly small. Other important channels are IKEA websites, publications, and brochures.2 IKEA has adapted its product and design to fit in many market. Nevertheless the key success of IKEA is its standard and core value. This makes people reco gnize IKEA. Even though many new competitors try to copy IKEA or compete with it. IKEA manges to maintain its competitive difference and advantage. Its brand still strong in house retailer business.

Adolf Hitler Pure Evil Essay - 3113 Words

Adolf Hitler was a man filled with self-indulgent acts and was abominable towards others -- a man who, even to this day has destroyed his reputation. The majority of Hitler actions were filled with artifice. Everything about this man was evil. Adolf Hitler was born on April 20, 1889, at the Gastof zum Pommer , in Braunau am Inn, in an Austria town near the border of Bavaria, Germany. Hitler’s parents were Alois Hitler and Klara Hitler nà ©e Pà ¶lzl . Although Adolf was the fourth child born to his family, he was the first child to survive infancy . His two siblings born after him, Edmund and Paula, also survived their early childhood. At a young age of three (1892), Adolf and his family moved to Passau, Germany, where Hitler acquired†¦show more content†¦Adolf purposefully did poorly in his schooling, hoping that just maybe†¦ his father would allow him to continue along the career path of his choice. Alois’ decision to send Adolf to Realschule School started a conflict between Adolf and his strong-willed father. This battle continued until the sudden death of Adolf’s father on January 3, 1903. Doctors now believe that Alois Hitler probably died from pleural hemorrhage 3(fluid surrounding the lungs). After Adolf’s father died, his mother allowed him to quit going to the Realschule School in Linz. Less than a year later in September of 1904, he enrolled in Reaslschule in Steyr. Quite quickly, his grades showed improvement. But, Adolf was not satisfied with this previous career choice of arts and left the school in 1905 without any ambitions of further schooling. In fact, he did not even have any plans for his career. After his schooling, he moved to Vienna where he received support from orphan benefits because his father was dead and Adolf was still under the age of 18. To make a little money, he sold watercolor paints from the streets where he lived. During this time, he applied twice to the Academy of Fine Art Vienna. But both times he was rejected. On December 21, 1907, Hitler’s mother, age 47, died. Just over six months earlier, Adolf turned 18 and was not eligible to receive orphan benefits. With his mother dead and no orphan benefits, Adolf quickly ran out of money andShow MoreRelatedComparing Adolf Stalin And Adolf Hitler And Hitler843 Words   |  4 PagesAdolf Hitler and Joseph Stalin are 2 notoriously known people in world history. Both Stalin and Hitler are known for the great number of deaths they have caused. Although both men have totally different reasons on why they killed so many people their ways of leadership are somewhat alike. Adolf Hitler and Joseph Stalin both use propaganda as a technique to get people to support them. Using propaganda shows the public what they want to hear and see, even if it’s not true they use this method to trickRead MoreAdolf Hitler And The Nazi Regime1552 Words   |  7 PagesAmerican History class I read: People Who Made History; Adolf Hitler, and I have to say this book was rather interesting. This book gave a lot of background and history to Adolf’s childhood, along with his military strategies, as well as his rise and fall as leader of the Nazi regime. This book was incredibly descriptive, and passionately written, even though it was a fact based book one really feel like they could see into the mind of Adolf Hitler. As horrible of a person he was, his ambition was probablyRead MoreEssay on Adolf Hitler927 Words   |  4 PagesAdolf Hitler Adolf Hitler, to some, was a great ruler, but to others he was a murderer. Hitler was the leader of the Nazi party and was the dictator of Germany. He ordered to have millions of Jews murdered or thrown in prisons. Adolf Hitler was born April 20, 1889, in a small town in Australia called Branuan. His dads name was Alios Hitler and was a customs official. He was 51 years old when Adolf was born. Klara Polz, Adolfs mother, was a farm girl and was 28 when Adolf was bornRead MoreA Comparison of Myself to Adolf Hitler Essay1214 Words   |  5 Pagesworld, but solely by means of the most brutal struggle. If you do not fight, life will never be won.† (Hitler) For most of the world, Adolf Hitlers name is synonymous with thoughts of hatred, criminality, and pure evil. Although he is responsible for the greatest genocide known to humanity, Hitler is now known to be one of the most influential World leaders we’ve ever known. Although Adolf Hitler and I share similar aspects pertaining to our black-and-white thinking, views on eugenics, and our leadershipRead MoreMein Kampf and the Formation of Hitlers Ideas Essay1575 Words   |  7 PagesThe dominant political figure of German history in the twentieth century, Adolf Hitler, was born in a lower middle class family in the provincial Austrian town of Braunau am Inn on 20 April 1889. In 1907 Hitler applied to enter the Vienna Academy of Art but his application was rejected. After the death of his mother Klara, Hitler decided to move to Vienna. He drifted from job to job, often selling sketches or painting scenes of Old Vienna and it was a period that he himself later called the mostRead More Mein Kampf And The Formation Of Hitlers Ideas Essay1519 Words   |  7 Pages Mein Kampf And The Formation Of Hitlers Ideas The dominant political figure of German history in the twentieth century, Adolf Hitler, was born in a lower middle class family in the provincial Austrian town of Braunau am Inn on 20 April 1889. In 1907 Hitler applied to enter the Vienna Academy of Art but his application was rejected. After the death of his mother Klara, Hitler decided to move to Vienna. He drifted from job to job, often selling sketches or painting scenes of Old Vienna and itRead MoreA Book On Adolf Hitler1274 Words   |  6 PagesBook Review for Adolf Hitler In this jaw dropping biography of Adolf Hitler, the reader experiences a full life tale of an extraordinary man. However, the word extraordinary is used in a context of pure evil as this dictator was the result of millions of deaths across Europe. As Adolf Hitler has now become one of the most famous military leaders to have walked this earth, Toland created this book that has become one of the best biographies of the twentieth century. Adolf Hitler was born on AprilRead MoreAdolf Hitler A Man With A Dream1099 Words   |  5 PagesAdolf Hitler was a man with a dream. He wanted to create a perfect nation unlike anything the world has ever seen. This was a man who would never stop pursuing his dream until he was the supreme overlord of an all powerful and pure empire. To aid him in his heroic mission, he possessed outstanding brilliance and excellent organization skills. Adolf Hitler was born in Austria-Hungary on April 20, 1889. His father was Alois Hitler and his mother was Klara Polzl. His siblings were Paula, Alois, andRead MoreThe Tragedy Of The Holocaust922 Words   |  4 Pagesgenocide in which Adolf Hitler’s Nazi Germany and its associates killed around six million Jewish people because the Nazis believed that exterminating the Jewish people was justified. They believed this for the reason that Jewish people were not only a â€Å"low† and â€Å"evil† race, but were affecting the lives of the Germans negatively and blamed them for all the social and economic problems in Germany (Lichtblau). The puzzling part is what would make an authoritative figure, such as Adolf Hitler; do such anRead MoreThe Holocaust, By Robert Burns1121 Words   |  5 PagesGermany led by Adolf Hitler from 1939 to 1945. There were millions of people that were cycled through the concentration camps that the Nazis built. The millions of people that w ere killed are just a small portion of the billions that were indirectly impacted by the horrible actions of the Nazis. I believe that Nazi Germany performed inhumane acts on the people that they put into the concentration camps, therefore indirectly affecting millions, possibly billions, of people. When Adolf Hitler came onto

Movie Analysis Movie - 991 Words

Film Analysis #3 The movie is an excellent portrayal of the current situation of our lifestyle in this generation. To be frank, it is a deep movie that has humor to help captivate and keep the attention of the audience drawn in. The movie starts of in the beginning with a man named Theodore and is life is currently empty of void of purpose and love. His life is mundane and he does not know what to do. There is flashbacks of what we can quickly determine what seemed like his former wife but they were going through an impending divorce. The Prevalence of Divorce: the current marriage rate that will ultimately end in a divorce or a separate couple is around 50%. He is another statistic that fits into that category, which makes sense because divorces are more common in the United States than in all of Europe. There was not a full detailed explanation of why he was going to divorce his wife, or why they were going through that possible time together, or rather apart. But there were a few hints and commen ts throughout the movie, and from what I gathered is that she was his childhood sweetheart. It is a high probability they dated when they were young and got married at a relatively young age. One of the predictors of divorce was age at marriage. Which is when people who met as teens are more prone to getting a divorce than those who marry at a young age. Also, marital satisfaction could have been low after a certain point in their marriage. Theodore met up with his wifeShow MoreRelatedMovie Analysis : Movie Tie Essay1612 Words   |  7 PagesKrusty-O’s that were a 7-11 exclusive cereal to promote The Simpsons Movie. I still have a box of important trinkets sitting on a shelf in my room, next to my Burger King exclusive glass goblets issued in 2001 for LOTR: Fellowship of the Ring, as well as Indiana Jones and the Crystal Skull popcorn cartons that were sold at Blockbuster in 2008. There is no perubrital movie tie-in rock I have left unturned. What draws me to collecting movie tie in products? I don’t know to be honest. But, I think it hasRead MoreMovie Analysis : The Movie, Movie Theatres And The Film Industry Essay1946 Words   |  8 PagesNo matter which form it takes, films hold the power to transport their audiences into different dimensions within the span of a few hours. The technology and talent behind the movie itself speak volumes when combined on screen but there is more that add to the movie-going experience. Going to the movies has been a popular hobby for people since the moment they were introduced to the world and even after decades this has not changed. History may have evolved and fluctuated over the years but the mereRead MoreMovie Analysis : Trailer Movie Trailer Essay3010 Words   |  13 PagesTherefore, the role of trailers in the process of marketing films is a necessary tool in appropriately and effectively targeting potential audiences, while creating word of mouth surrounding a movie b efore it may even be set for release. A trailer is the main tool used in introducing a new film onto the movie market, with the intention of building expectation and anticipation, through influencing moviegoers’ decisions into seeing a particular film. While traditionally trailers would only be viewedRead MoreMovie Analysis : The Movie Starring An Actor1908 Words   |  8 Pagesunspoken tradition is the way I spend time and connect with my dad. Sitting down on a rainy day or just the odd night to watch a movie together has been a regular activity that my dad, my brother, my friends, and I do. Some may say that watching movies is just a few people sitting on a couch not interacting or connecting in anyway. But it just isn’t. Finding a movie starring an actor, directed by a director or in a genre we both like is an exciting process that is rewarded with 1.5 – 2.5 hoursRead MoreMovie Analysis : Movie Theater Tickets Prices2013 Words   |  9 Pageswilling to pay a good price for entertainment. One service for entertainment that has been going on for years dated back since 1896 is a movie theater. Theaters attract a huge variety of attendances by showing the latest movie being released which you get to watch on a big screen with somewhat comfortable seats for a certain amount of money per ticket. Unfortunately, movie theater tickets prices have been outrageous over the last couple of years. By raising prices on the tickets and already having highRead MoreThe Outsiders Movie Analysis938 Words   |  4 PagesA book composed into a movie is a delicate task. The re are many components and scenes that are considered before being embedded in a film. In The Outsiders, there was a devious amount of detail neglected in the film. On the other hand, the book portrays the feelings and character relationships. Scenes that had specific meaning were shattered, several portions of the film were exaggerated, and the central message of the entire movie was mislaid. These fundamentals simply obscured the main messageRead MoreThe Movie Exhibition Industry Case Analysis2199 Words   |  9 Pagesexhibitors. Finally, exhibitors are movie theaters owners, controlling anywhere from a single-screen theater in a local community to a nationwide chain of multiplexes. Exhibitors are not vertically integrated with distributors and fully independent to pursue their own profit-maximizing strategies. There are three primary sources of revenue for exhibitors: concessions, advertising, and box office receipts. Exhibitors seek to maximize their profit from selling movie tickets and concessions. Overall,Read MoreMovie Analysis : Doug Block1629 Words   |  7 Pageswith his two other sisters Ellen and Karen Block. Doug never attended film school instead he went to Cornell College and attended many of their â€Å"great exhibitions on film†; during his four years he attended these events constantly. He took jobs on movie sets and was able to lie to a producer saying he knew how to shoot. He was able to fake his way through because Block believes it was due to all thes movies he had seen and his jobs on set. Then in 1991, he directed his first documentary The HeckRead MoreMovie Analysis : Film Trends848 Words   |  4 Pagesâ€Æ' Film Trends Movie films have been enjoyed across the country for centuries it began with the movie theatres that started to appear in the early 1900s and grew to become the most highly successful entertainment models through the entire 20th century. Having the ability to showcase films in a theatre would display a movie to a wide range of people. Although, most movie theaters in the 19th century only had one screen, limiting audiences choices. In 1963 AMC Theaters opened the first multiple auditoriumsRead MoreMovie Analysis : Film Exhibition Platforms2434 Words   |  10 PagesC. Competitor Analysis Film Exhibition Platforms With the advance of technology, in addition to the traditional distribution of films in cinemas, television and video are now also available to producers. Television plays an increasingly important role in film exhibition thanks to the emergence alongside traditional broadcast channels financed by advertising and/or license fees, of encoded channels for which a charge is made and whose arrival has been made possible by the development of cable and

Division and Classification Essay (Reptiles) - 1367 Words

Division and Classification Essay Animals that breath air and have scales on the exterior of their body are referred to as reptiles. Reptiles have been dated back to have been on the earth for the past 315 million years, though not all species are extant in modern times. All reptiles are ectotherm, which means they are â€Å"cold-blooded† animals (whereas most mammals are warm-blooded). All reptiles are also tetrapods, which mean they have four limbs (or they have descended from four-limbed ancestors). In general most reptiles are oviparous (egg-laying), with the exception of some viper and constrictor snakes that give live birth. In regards to size, reptiles can be anywhere from a tiny 0.6 inch gecko all the way up to a 20 foot crocodile†¦show more content†¦Tuataras are generally twenty-four inches in length and two pounds in weight; there is no range in size in this domain since only two species exists. Tuataras are mainly sit- and-wait predators and mainly eat in vertebrates. 75% of their diet consists of large, flightless insects. Reproduction takes two to five years to be commenced and completed, which is the slowest for all reptiles. Tuatara can continue growing for up to the first thirty-five years of their life. The Tuatara has been on the endangered species list for the past one-hundred years (Wikipedia, Sphenodontia). Squamata is the largest and most recent order of reptiles, including the species lizards, snakes, and worm lizards. The order is about one-hundred and sixty million years old and has approiemently 7,900 species in this domain. Species in this order are distinguished by their scales, which have a horny shape. Also species in this domain have a movable quadrate bone, making it possible for them to move their upper jaw. This is very observable in snakes; especially the anaconda which can eat an animal five to six times its size, such as deer and hippopotamuses. Besides the larger snakes in the Squamata order all other eat s mall to medium sized invertebrates. Out of all the orders the Squamata order has the most variance in size-range. On the small side the Jaragua Sphaero is 0.63 inches in length and is one of the world’s two smallest knowShow MoreRelatedDantes Beasts2989 Words   |  12 Pages   The most significant of these monsters are of central importance to his journey and to the narrative, as they not only challenge  Dantes presence in Inferno, but are custodians of Hell, keeping in order or guarding the perduta gente.   In this essay I am concentrating on these prominent  beasts, namely Minos, Cerberus, Plutus and Geryon, establishing why they feature in Dantes eschatological vision and discussing the sources which influenced his inclusion of these particular creatures. These fourRead MoreA Picatrix Miscellany52019 Words   |  209 Pagesdemonstrates the importance of philosophy, on the one hand for the understanding of matters divine, natural and moral, and on the other as th e premise for magic, which is its conclusio. In the first section there are verbal echoes of al-Fà ¢rà ¢bà ®Ã¢â‚¬â„¢s Classification of the Sciences (Ihsà ¢ al-’Ulà »m) and the Neo-Platonic doctrines of the pseudo-Empedocles. The chapter ends with an excursus on the definition of some logical concepts, suggested by the word conclusio. Chapter 2 gives a definition of magic accordingRead MoreProject Managment Case Studies214937 Words   |  860 PagesPROJECT MANAGEMENT CASE STUDIES, SECOND EDITION - PROJECT MANAGEMENT CASE STUDIES, SECOND EDITION HAROLD KERZNER, Ph.D. Division of Business Administration Baldwin-Wallace College Berea, Ohio John Wiley Sons, Inc. This book is printed on acid-free paper. @ Copyright O 2006 by John Wiley Sons, Inc. All rights reserved. Published by John Wiley Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored inRead MoreLogical Reasoning189930 Words   |  760 Pagesprobable good consequences of each action and the probable bad consequences while weighing the positive and negative impact of each consequence. It’s a kind of cost-benefit analysis. Exercises 1. Columbus Day is an American holiday. Write a short essay that weighs the pros and cons and then comes to a decision about whether there should be more or less public celebration (by Americans and their institutions) on Columbus Day, October 12. Here is some relevant background information to reduce yourRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pagesthe Ernest J. McCormick Award for Distinguished Early Career Contributions from the Society for Industrial and Organizational Psychology. In 2001, he received the Larry L. Cummings Award for mid-career contributions from the Organizational Behavior Division of the Academy of Management. In 2007, he received the Professional Practice Award from the Institute of Industrial and Labor Relations, University of Illinois. Books Published: H. G. Heneman III, T. A. Judge, and J. D. Kammeyer-Mueller, Staffing

Cosmetic surgery cons and pros free essay sample

With the development of technology and medical systems, changing one’s appearance is something which is very normal. People chose to go under some kind of cosmetic surgeries have different reasons, but cosmetic surgery do really change some people to a better life. We are surrounded by advertisements, movies, magazines which usually have pictures of stunning models. The media and those kind of ads establish standard of beauty in their audiences’ mind. It is a nightmare for people who are not lucky enough to possess perfect features. It somehow lowers people self-esteem when they look up to those models as a references of beauty standard. However, thanks to the development of technology and plastic surgery, those kind of nightmare can be fixed. With plastic surgery, almost everything on one’s body can be adjusted. When people get closer to their personal standard, they will feel more confident. Plastic surgery helps raising their self-esteem. We will write a custom essay sample on Cosmetic surgery cons and pros or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Some reach out to cosmetic surgery to improve their appearances. People have more choices than ever from a quick fix to major procedures to improve their body images. Aging is usually major problem. Every one of us has to face that when we get to some points. Laser skin treatments, Botox injections, Filler injections†¦are life savers for people who want to reverse the aging process. It is not hard to find people at their 40’s 50’s who look much younger than their ages. Cosmetic surgery can improve almost everything. If you want small face, high nose, big eyes, big boobs, small waist, perfect flawless skin†¦plastic surgeons can give them all to you. Plastic surgery is magic in transforming appearance, however it also has some disadvantages. I was terrified when I watched a Korean beauty contest which was not long ago. The audiences might have a really hard time distinguish between the contestants, because they look almost the same. All of them have perfect features such as big eyes, high and small noses, small face†¦ It should be called â€Å"plastic surgeons contest†, but they are all pretty though. People lose their personal identities when they get dramatic changes on their faces. On a larger scale, people lose their ethnical identities. For example, there is a trend in Asian countries that people want to westernize their look. Double eye-lid surgeries or nose surgeries are most common procedures. Michael Jackson is also a great example for this issue. He tried to transform from a black to a white person, and the result was which we already knew. People may get addicted to plastic surgery too. Hang Mioku from South Korea is a case which people should look at before they consider about plastic surgery. She was a pretty women with natural beauty. Unluckily, she got addicted to cosmetic surgery, even surgeons refused to get jobs done on her. She injected silicon on her face herself, and worse than that, she injected oil in to her body. The result might terrified any person who ever think about get some jobs done on their bodies.

Vertical Integration in Starbucks Essay Example

Vertical Integration in Starbucks Paper Starbucks Vertical Integration Ques 1. Starbuck’s value chain is farmers, roasting, distribution, and retail. Raw Materials (Coffee Beans): Coffee bean farming is not vertically integrated into Starbucks; the company purchases coffee beans from farmers. Starbucks choose to outsource farming due to the low potential hold-up problem. For its coffee, Starbucks uses only high-quality Arabica beans, instead of regular commodity and lower quality robusta beans. Since there are a lot of market participants trading Arabica beans (i. e. farmers Arabica beans buyers), there is an established market price. Moreover, farm land has a low degree of asset specificity, and therefore farmers’ investments do not depend only on Starbucks as their buyer. Both of these allow both parties to contract without high transaction/bargaining cost. Furthermore, Starbucks is able to outsource farming because the company is able to reduce the moral hazard problem. Since Starbucks is able to contract with the farmers and is willing to pay more for premium beans , the company can create high powered incentives within the contract to ensure that it will receive high quality beans from the farmers. Roasting: Roasting is vertically integrated into Starbucks, such that the company roasts the beans itself . Due to a potential hold-up and moral hazard problem that leads to high transaction cost, it is inefficient for Starbucks to outsource bean roasting. Since Starbucks values the quality of their product at the highest priority and â€Å"considers the roasting of its coffee beans to be an art form† , they have strict and high standards for their quality checks. More specifically, they use a blood-cell analyzer to test color of the beans. We will write a custom essay sample on Vertical Integration in Starbucks specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Vertical Integration in Starbucks specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Vertical Integration in Starbucks specifically for you FOR ONLY $16.38 $13.9/page Hire Writer This requires a high degree of asset specificity such that other companies do not require this equipment to check the quality of their roasted beans and leads to a potential hold-up problem. Moreover, as evidenced by the fact that the Senior Vice President, on a daily basis, checks the quality of coffee samples, Starbucks prefers tight control over quality inspection. Since company’s quality standard is so controlled and strict, it would be very costly to negotiate a contract that would be enough to provide type of maintenance Starbucks requires and prevent a moral hazard problem. Distribution Warehouses: Starbucks is not vertically integrated in distribution and warehouses. It outsources to distribution and warehouses specialists , because there is low risk of a hold problem and low transaction cost for contracting. Market price for distribution and warehousing is established because there are many distributers and many buyers who need their service. Additionally, warehouses and transportation used for distribution (i. e. trucks) are not specifically tied to coffee beans and have really low degree of asset specificity. Retail: Retail is vertically integrated into Starbucks. Instead of franchising, it has company-owned stores. Starbuck choose to vertically integrate due to its main strategy of selling a unique â€Å"Starbucks experience. † More specifically, Starbucks stores aim to create a â€Å"consistent, inviting, stimulating environment that evoked the romance of coffee, that signaled the company’s passion for coffee, and that rewarded customers with ceremony, stories, and surprise. For this strategy to be successful, the company needs to â€Å"replicate precisely† this experience in all of its stores. But the amount of control required to maintain this much consistency is too costly to negotiate in order to create a contract, and therefore inefficient to outsource. Ques 2. Roasting: The integration of roasting is a source of competitive advantage because this capability is both valuable and rare. Starbucks’ full control of the roasting process allows the company to ensure that the beans are roasted at a high quality. Consequently, Starbucks is able to offer a product that satisfies the demand for premium coffee. Moreover, the resulting difference in quality between Starbucks’ coffee and their competitors’ allows Starbucks to differentiate itself and gain market share. Retail: The integration of retail is also a source of competitive advantage because this capability is also valuable and rare. Through Starbucks full control and consistent management of the distinctive Starbucks experience, the company is able to create a strong brand equity. Establishing a strong brand equity allows the company maintain market presence. Additionally, considering that there are many coffee producers competing against Starbucks, having a strong brand equity allows the company to differentiate themselves. Ques. 3 Roasting: The integration of roasting is only a temporary competitive advantage for the Starbucks because this capability is imitable. Although Starbucks has its own method of roasting and a high quality inspection process, there is no evidence that the process is a protected secret. Hence, competitors are able to copy the process as long as they have the financial resource, equipment, trained employees. However, if the roasting and inspection process is indeed a protected secret, then integration of roasting is a sustainable competitive advantage. As a protected secret, competitors will not be able to imitate it. Furthermore, this capability is firm specific to Starbucks considering that the company has been roasting their own coffee beans since the beginning. Retail: The integration of roasting is a sustained competitive advantage for the Starbucks. Through full control of retail and consistent management of the distinct â€Å"Starbucks experience† over time, Starbucks has created a strong brand equity that can be sustained. The Starbucks brand is now synonymous with premium coffee. However, if Starbucks fails to maintain consistency in the management of its retail and â€Å"Starbucks experience,† opportunities will become available for competitors to produce similar retail experiences to Starbucks and steal market share. Bibliography 1. ) Starbucks Coffee Company, Tuck School of Business at Dartmouth, p. -9, http://mba. tuck. dartmouth. edu/pdf/2002-1-0023. pdf 2. ) Starbucks Corporation, the McGraw-Hill Companies, http://www. mhhe. com/business/management/thompson/11e/case/starbucks-2. html 3. ) Starbucks Corporation: Competing in a Global Market, UW Business School, p. 3, http://bschool. washington. edu/gbc/documents/starbucks_final. pdf 4. )Starbucks Coffee Company, p. 15. 5. )Starbucks Corporation, http://www. mhhe. com/business/management/thompson/11e/case/starbucks-2. html 6. ) Ibid.