Personal Statements on The Road Ahead

The experiences I have had in my life have taught me important virtues that have not only given me more strength and vigor to pursue my dreams but also to cherish and respect the family unit and those who live around us irrespective of their socio-economic status. On a personal and professional note I’m a passionate individual with strong organizational skills and a positive attitude towards academic research, project management and community based programs and take great pleasure in volunteer programs with the aim of improving situations as they are. Involving and interacting with pertinent issues that affect the well being of communities and ones that pose great challenges to the existence of human beings have enabled me to take a more positive and pragmatic approach to life. I have in turn become a more flexible and determined personality who views challenges and problems as opportunities to make a difference (Yammarino, 2002). Firstly the occurrence that took place in the year 2008 on the 12th of May practically changed my life and more so my personal opinion about interpersonal relationships and the fact that there is more to life than just living. In this particular year in question, a huge disaster happened which shocked the whole world. That is the 5.12-Wenchuan earthquake in China where millions of houses crashed down, and millions of people lost their dear lives. While I look into the news every day, it constantly pained me to learn that more and more people were found dead while at the same time developed a sense of hope with news about people who got found and rescued. In that year I had already planned to go back to China and visit relatives and friends. Instead I abandoned the plans to meet with friends and relatives and joined a self-organized volunteer team with a couple of my friends and went ahead to the disaster area of Sichuan Province. Upon arriving at city of Chengdu, we were sent to Beichuan, one of the disaster areas. Our team’s volunteer work was mainly based at the victims’ settlement areas. Our tasks were to handle and distribute the aid materials, and organize all kinds of activities for the victims. During the two weeks there, the primitive living conditions, the volunteer tasks and the fear of experiencing aftershocks were not the most difficult part, the hardest most challenging thing was how to encourage the disaster victims to walk out of their desperation and sadness, and look forward to their new lives. However my interaction with the victims and the strong faith they had in life deeply touched me and taught me to cherish life, and further take life challenges head on. My responsibility as a volunteer in the aftermath of the disaster made me experience things that I had never or would never experience in my life. I met people from all over the world, who were united for one reason, and that is to help people who lost their homelands and their loved ones. No matter how bad the environment was, or how tired we were everyday; as long as the victims were properly taken care of and felt the love and warmth of a family, we considered our task a success. I eventually left Beichuan after two weeks of volunteer work which was an experience of a life time and one that I will forever remember even though I didn’t spend really long time there. It elevated my life to a whole new level. For the first time, I really thought about life. I’ve come to the understanding that we should all cherish our lives, and live it meaningfully. Compared to what the disaster victims experienced, there are absolutely no reasons for me to give up on anything, there are also no reasons for us to not treat our family and friends with respect and love. With that in mind, I have to date worked hard to overcome the obstacles and challenges in life with a positive and optimistic mind, treasuring the times that I spend with my family and friends and become more determined and resilient in everything I do. References: Avolio, B. J., Yammarino, F. J. (2002). Personal statement: The road ahead. San Diego, CA: Emerald

Energy and Environment - 1095 Words

Cover Letter I, Vineet Kr. Gupta, am completed M.Tech (Energy Environmental Management) from Kurukshetra University, Haryana, India. I wish to apply for the suitable position (Environment Management Division) in your organization in the thrust area of Environment Management. As a professional of Energy and Environmental Management, I am willing to pursue my career in the same field and hence seeking an opportunity to get a professional position in your esteemed organization. My course scheme is basically dealing in the Energy Conservation and Management and Energy from Waste. It also provides knowledge in the field of Environmental Management, Sustainable Industry, Aspect of Climate Change Energy Conservation and various laboratory†¦show more content†¦|Employment Experience | 1. Duration: July 2006 - June 2007 Place: Hydroair Techtonics Ltd. 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Case Study of Newton Organization Free-Samples for Students

Question: Provide an Analysis of Case 29 We Must Learn to Innovate from Cases and Exercises in Organization. Answer: Introduction Newton is a company whose core business is manufacturing of consumer-packaged goods. The company operates in the consumer mass market and its products ranges from food chains, pharmacies and chain drug stores. In order to remain successful, Newton endeavors to manufacture high volume, yet low profit items, which is possible through a reliance operational efficiency, reduction of errors and downtown. While Newton Innovation Team has been tasked with transforming the company culture towards creativity and innovation, the current Newton-centric culture that emphasize on hierarchical personnel structure remains the biggest hindrance to the desired vision of change. In the spirit of change, Richard, Newtons CEO, announced that the company had made a bold decision to divest a larger section of the business to Benson Company, a decision that did not auger well with the team members since it was made without consultation. With this announcement, the whole process of change was in disarray as the members felt excluded and many of them, like David, started resisting the proposed changes. This paper presents a case study report on the plan of action that the Lars Rogens Consulting Team needs to follow in order to guide the Newton Company into a successful cultural transformation process. Structure of the Report This report is divided into nine sections. The first section introduces the case and arising priority issues that need resolution. The second section provides an approach to organization diagnosis and feedback prior to adoption of change. The third section explores strategies that organizations can use to build commitment and readiness to change. The fourth section examines the appropriate leadership styles necessary for ensuring effective change management. The fifth section explores the nature of evaluations necessary for measuring the effectiveness and success of change. The sixth section provides a systems approach to change strategies. The seventh section looks at the ways that the organization can retain its capabilities through the change process. Finally, the conclusion provides a summary of recommendations for successfully implementing organization change. In order to accomplish the purpose of this report, a focus will be on identifying, collecting and analyzing academic resources. The report will depend on change management theories, models and tools to provide a concise and academic analysis of the case study and provide recommendations grounded in theory and academic research. Case Analysis Diagnosis and Feedback Change remains the scariest thing that employees and management face in their organization. However, with proper diagnostic tools and effective feedback, organizations can begin the change journey on a solid and stable foundation. Organizations need to embrace change if they hope to survive in the ever changing and competitive business environment. Hence, change is not only inevitable, but a very necessary process for remaining effective, competitive and sustainable in the future. The planning and implementation of the change processes is therefore vital to the modern organizations. It is important to consider organization diagnosis as a very important aspect of the change management and implementation process. Diagnosis refers the process of gathering relevant information and engaging in analysis to determine the underlying cause of the problem or the underlying change that the organization needs to prioritize (van Wart, 1994). Diagnosis provides an opportunity to learn about the current functioning of the organization and necessary information required for designing change interventions (Cummings Worley, 2014). Most organizations undertake diagnosis as the first significant step towards implementing broader cultural change. The organization diagnosis used in Newton Company was part of the change management process that sought to restructure the organization culture to make the company more creative and innovative in addressing customer needs. A conceptual framework is important towards attaining effective organization diagnosis. The conceptual framework provides guidance on all the activities that need to be incorporated in the diagnosis proces The report adopted a 5-phase conceptual model comprising symptoms, fact finding, establishing causes, analyzing alternatives and adopting the optimum solution. From this conceptual framework, the diagnosis focus is on the inputs, process or management (technology, strategy, human resource systems, and structure and measurement systems), organization culture and output. It is important to begin the diagnosis by examining the organization environment and its inputs. The organization environment entails the general and task environment, industry structure, enacted environment, rate of change and related complexity. Secondly, the innovation team must consider the design components or processes, including strategy, technology, structure, human resource systems and measurement systems. Thirdly, the innovation team must look at the current organization culture, including vision, mission and shared organization values, the norms, assumptions and values held by the organization members, the symbols and images of the organization, the work environment and the relations between the employees. The final component is the output, which represents the desired organization effectiveness indicated by organization performance, productivity and stakeholder satisfaction. The innovation team needs to identify a series of issues that represented the root cause of Newtons problems. Identifying the root causes of the problem will enable the Newtons innovation team to determine the causes of the discrepancy between the current and desired state. Moreover, it will be easy to ascertain the changes required to attain the culture of creativity and innovation. After determining the underlying cause, the innovation team should engage in a fact finding mission to link the identified symptoms to actual data. This entails examining the organization system to determine the cause of the current challenges. It is important to inform the employees about the process and the need for the diagnosis exercise. In the case of Newton, both qualitative and quantitative methods of data collection will be effective. Three primary techniques will be ideal, including document analysis, survey instrument and structured interviews (Jung et al., 2009). Surveys are very important and effective tools for collecting quantitative and reliable data that can be used to conduct trend analysis of the organization practices and procedures (Cummings Worley, 2014). On the other hand, structured interviews will offer opportunities to unearth valuable subjective insights and experiential information that cannot be collected through the survey method (Cummings Worley, 2014). Lastly, document analysis will be important in gathering information about the recent history of the organization, such as mission, vision, goals, objectives, budgets, strategy and activity reports (Bowen, 2009). Feedback will be attained through weekly meetings with employees and management. in this way, it is possible to determine what is working or not working during the diagnostic phase. Meetings allow opportunities to raise issues and address them immediately. Building Commitment and Readiness Employee commitment, readiness and resistance or acceptance of change has been major areas of focus for studies focusing on organization culture changes. In an article on attitudes towards change, Bouckenooghe (2010) observes that over 90% of all the conceptual frameworks on organization change focus on readiness or resistance to change. Individual and employee readiness to change is a critical factor in the successful implementation of organization change (Suwaryo, Daryanto Maulana, 2015). Readiness for change refers to the beliefs, the intensions and attitudes concerning the extent to which changes are perceived necessary, needed and the capacity of the organization to implement the changes (Mierke Williamson, 2017). A number of believes have been fronted as key determinants of readiness to change, namely discrepancy and change self-efficacy (Armenakis, Harris Mossholder, 1993), appropriateness, principal support and valence (Armenakis, Harris Field, 2000) and change positive effect (Rafferty, Jimmieson Armenakis, 2013). In the case of Newton, there is a general feeling that the organization is not ready for change. While Larry appreciated the concept of innovativeness, he did not see the organization embracing and pulling off the idea of change. David, the head of marketing, and Lisa, the controller among others, held similar reservations. It is important to explore strategies for ensuring that there is commitment and readiness to change among the team members even before implementing the change process. Three strategies may be adopted to foster commitment and readiness for change at Newton Company, namely persuasive communication, active participation and managing external information (Armenakis Harris, 2002). Persuasive communication involves sharing information concerning prevailing discrepancy and efficacy. It communicates seriousness, commitment prioritization and the urgency of the proposed change efforts (Burke, Lake Paine, 2008). It makes sense for Newton CEO, Richard, and the lead consultant, Lars, to engage in oral and face-to-face communication with the team members to transmit information concerning the relevance and need of the proposed change. Oral and face-to-face meetings offer a personal focus, allow for multiple information cues and create room for immediate feedback (Lengel Daft, 1989). Hence, the meeting between the CEO and the senior management team, and the meetings between Lars and his team was critical in setting the scene and providing concise description of the need for change. Another strategy for fostering commitment and readiness to change is through managing of the external information. In the case of Newton Company, Richard made use of this by hiring an external team of consultants led by Lars, whose diagnostic report is important in adding credibility, confirmation and believability of the need for change (Burke, Lake Paine, 2008). Moreover, Richard can make use of press releases to the external media and circulating the relevant information about change to the employees and team members through distributing business books and articles with the intended change messages. Lastly, Newton Company can enhance commitment and readiness to change through fostering active participation. This strategy is important because individuals lay more trust and confidence in the information and opportunities that they discover themselves (Burke, Lake Paine, 2008). Instead of making strategic decisions alone, Richard could actively involve the team in strategic planning and sharing critical information so that they engage in discovering the discrepancy and need for change. Lars may also adopt enactive mastery to enable the employees to prepare for the huge cultural transformation through undertaking small successful steps. Resistance to change entails efforts by members to stick to the current state and block any effort to introduce new approaches. There are general attitudes of employees and organization members towards resistance to change, including cognitive, affective and behavioral resistance (Erwin Garman, 2010; Oreg, 2006). Resistance to change mainly arises due to self-interests, inadequate understanding, low tolerance to the change process, and different situational assessments (Lines, 2004). Other sources contributing to resistance to change include the fear of losing control, uncertainty, loosing face, surprise, additional work, concerns about the future competence, among others (Kanter, 2003). In Newton Company case, the main contributor to resistance was the high uncertainty about the future, the fear of losing control, the feeling that change is scary, unwanted and impossible, among others. A number of strategies are effective in managing and reducing resistance to change in Newton Company. First, it is important to foster active participation in the process of change. By sitting down all the team members in meetings and engaging active role-plays, Lars has better chances of instituting the desired transformation in the company culture (Fernandez Rainey, 2006). However, there is need to minimize surprises, provide a clear picture and regularly share information with the members, thus reducing the situation that Richard found himself in following withholding of key information from the members (Fernandez Rainey, 2006). Change Leadership In order to achieve successful change in organization culture, it is important to combine transformational and highly participatory leadership styles. Since Newton Company has been existing for over 133 years and has a solid and robust culture, it will be hard to achieve overnight change, thus requiring transformational leadership to drive the change process. Transformative leadership focuses on urgency while giving room for team members to be involved in crafting the desired future and sustainable changes. Transformational leaders display a range of behavioral characteristics, including inspirational motivation, idealized influence, individualized consideration and intellectual stimulation (Bass Avolio, 1993). Transformational leadership is necessary for building the required positive change attitudes in the Newton Company. This is mainly because of the nature of leadership, which allows room for sensing, sense-making, envisioning, visualizing, empowering, supporting and appreciating employees and team members. The transformational leadership style allows the integration of creative insight, energy, sensitivity and persistence enabling the leader to understand the needs and concerns of team members, building trust and purpose and enabling members to participate in resolving complex problems (Ashkanasy, Wilderom Peterson, 2000). Transformational leadership is effective in influencing the team members behaviors and attitudes through identification, commitment, self-efficacy and satisfaction with the envisioned change (Ashkanasy, Wilderom Peterson, 2000). Currently, Newton Company is highly saturated with negative attitudes and resistance towards the proposed cultural change. Research indicates that transformational leadership is the only effective style that has the potential to minimize the negative attitudes among employees towards change (Penava ehi?, 2014). Through motivation, idealized influence, intellectual stimulation and individual consideration of the needs of the members the transformational leader is able to guide the followers in challenging pre-existing notions, assumptions and negative attitudes towards change (Penava ehi?, 2014). Since Newton Company seeks to become more creative and innovative through a complete transformation in its culture, it is important to pursue transformational leadership as opposed to transactional, coercive, directive or autocratic leadership. Transformational leadership style builds on the assumption that people are purposeful and trustworthy and their unique contribution is critical to the attainment of the desired change. This style of leadership is critical to the success of Newton Company compared to the other styles because it emphasizes a sense of purpose and vision, facilitating, teaching and empowering others to take more responsibility and foster a culture of growth and creative change necessary for attaining the organizational objectives. Three contextual factors are important in determining the choice of leadership style and its effectiveness in attaining the desired change in Newton Company. First is the background and experience of the Lars, the lead consultant in the change process (Pawar Eastman, 1997). The success of the cultural change depends on the knowledge, ability, experience, ethics and values of Lars who is tasked with transforming the organization. Moreover, the personalities and background of Newton Company staff has a significant influence on the choice of the leadership style and the success of the change process (Pawar Eastman, 1997). Finally, Newtons organization culture comprising its deep rooted traditions, philosophies, values and concerns have a significant influence on leadership style just as the choice of leadership approach affects the culture (Pawar Eastman, 1997). In the case of Newton, culture has important role in areas such as retention and downsizing decisions. Interventions Cummings and Worley (2014) provided 3-stage criteria for determining effective interventions for organization change. These include the test of fitness to the organization needs, the causal relationship to the intended change objectives and the ability to transfer the capability and change management competence to the team members. To achieve a cultural change at the Newton Company, a number of interventions need to be undertaken. Three level of interventions should be undertaken, namely individual, group and organizational interventions. At the individual level, interventions should be undertaken to manage the human resources in the company. This entails managing employees through goal setting, performance appraisal, reward systems, training, coaching and mentoring, leadership and diversity interventions designed to support them to accept, embrace and go through the change process effectively. It is important to focus on individual level interventions to ensure that all employees are on board, to attain buy in and support and reduce employee resistance to the proposed cultural changes. At the group level, both human process and techno structural interventions are relevant. Human process interventions would be critical for ensuring success of Newton Company culture change through ensuring that employees engage in the consultation process, work together as a team, address emerging confrontations and establish strong in-group relations. This is critical because culture is a shared set of beliefs and values that can only be embraced and implemented through shared formulation and team effort. Lastly, the strategic interventions focus on the overall organization with the intend of ensuring smooth functioning of the organization in the entire environment. A change in culture is critical in transforming the strategic approach of the organization and positioning it for strategic and competitive advantage. Culture change entails redefining the purpose, mission and guiding principles to change the strategic direction of the organization and position it for creativity and innovativeness. Evaluations Evaluations are critical towards ascertaining the success or failure of any change initiative. Evaluations entail provision of feedback on the progress and impact of the implemented change interventions (Cummings Worley, 2014). Two types of evaluations will be conducted, namely during implementation and evaluations at the end of the implementation phase. Conducting evaluations during the implementation phase will be important in establishing periodic progress and addressing shortcomings whenever they arise. It will also be important to determine what is working and what is not working and institute the appropriate corrective measure whenever necessary. Periodic evaluations during implementation phase will be critical in understanding whether the small incremental changes are working and determining if the resulting culture is desirable. During evaluations, qualitative data can be collected through focus group discussions, which allows for in depth exploration of the issue of change through discussions. It is quick, efficient and can be useful in collecting important information of the change process. Nevertheless, it is difficult to analyze and compare responses. Evaluating the change process introduces the risk of exposure to organization failure. During the evaluation phase, the implementing team may come across issues that they had not considered, which may put the organization at a risk of failure. Nevertheless, evaluation creates opportunities to identify shortcomings and institute necessary changes. Moreover, it is easier to address challenges early own instead of going ahead and adopting a poor culture. Systems Approach Successful change of organization culture requires a system approach and understanding. The system approach asserts that the organization is a set of subsystems that interact to generate the desired change. the system approach argues that the organization exists in an environment and is made up of different systems and subsystems that are related and interconnected in such a way that changing one aspect has significant implications to the other system aspects. In addressing the culture change at Newton Company, it is important to consider and focus on the dynamics of the entire system, ranging from the environment and industry inputs to the design components, the current culture and the desired outcomes, instead of only focusing single factors such as the organization culture, human resource systems or structures. An analysis of the political, physical environment, economic, social, technological and legal systems within the broader environment is critical to gaining an understanding of influences to the organization and the proposed changes. The organization system approach will serve a critical role during the diagnostic phase because by focusing on every aspect of the subsystem and the different systems, and their relationships to each other, it will be easier to determine the range of issues and root problems underpinning the indentified symptoms. Moreover, the system approach will be critical in shaping and transforming the required interventions. a thorough understanding of the existing relationships between the subsystems will be critical in shaping and predicting the consequences and implications of any chosen intervention on the other subsystems and its impacts on the entire organization change. Consequently, the understanding and application of the systems theory will be critical in conducting an effective diagnostic analysis of Newton Company and implementing relevant change approaches and interventions that represents the entire organization. Organization Capabilities Newton Company enjoys strong focus on operational efficiency, elimination of errors and production downtime. These strong capabilities have enabled the organization to remain profitable. Even as a new culture of innovation and creativity is introduced, the organization should not compromise on its operational efficiencies. It is important to ensure cost effective analysis measures to ensure that the changes undertaken do not compromise on the operational efficiencies pioneered by the company. Another capability of the organization is the culture of family that is enshrined in treating people fairly and well. Even as the new culture changes are undertaken, it is important to retain the family culture that represents the heritage of the company. Consequently, it is important to support the employees to adopting to the change process without necessarily disturbing the culture of family. Layoffs and downsizing are factors that are likely to ruin the company family. Maintaining these capabilities requires adoption of an open process that is consultative and with goodwill to involve every member of the company. Conclusion In conclusion, this report has explored the theoretical background for implementing a culture change at Newton Company to attain a more creative and innovative approach. Bringing cultural change in the organization is complex process that requires careful consideration to ensure effective transformation to attain a competitive, creative and innovative organization. Problem diagnosis and feedback is important in ensuring that the organization addresses the root cause and involves all the stakeholders in reaching the decision to implement the desired change. There is a high resistance for culture change in Newton Company. There is need for the team to establish appropriate measures to attain commitment of the team and foster readiness for the change process. This can be attained through adopting transformational leadership to transform and influence existing attitudes, and implement relevant interventions and evaluations. Moreover, assuming a system approach will be critical in assumin g a holistic approach to the issue of culture change, hence ensuring adoption of an effective culture. References Armenakis, A. A., Harris, S. G., Mossholder, K. W. (1993). Creating readiness for organizational change.Human relations,46(6), 681-703. Armenakis, A. A., Harris, S. G., Feild, H. S. (2000). Making change permanent A model for institutionalizing change interventions. InResearch in organizational change and development(pp. 97-128). Emerald Group Publishing Limited. Armenakis, A. A., Harris, S. G. (2002). Crafting a change message to create transformational readiness.Journal of organizational change management,15(2), 169-183. Ashkanasy, N. M., Wilderom, C. P., Peterson, M. F. (2000).Handbook of organizational culture and climate. Sage. Bass, B. M., Avolio, B. J. (1993). Transformational leadership and organizational culture.Public administration quarterly, 112-121. Bouckenooghe, D. (2010). Positioning change recipients attitudes toward change in the organizational change literature.The Journal of Applied Behavioral Science,46(4), 500-531 Bowen, G. A. (2009). Document analysis as a qualitative research method.Qualitative research journal,9(2), 27-40. Burke, W. W., Lake, D. G., Paine, J. W. (Eds.). (2008).Organization change: A comprehensive reader(Vol. 155). John Wiley Sons. Cummings, T. G., Worley, C. G. (2014).Organization development and change. Cengage learning. Erwin, D. G., Garman, A. N. (2010). Resistance to organizational change: linking research and practice.Leadership Organization Development Journal,31(1), 39-56 Fernandez, S., Rainey, H. G. (2006). Managing successful organizational change in the public sector.Public administration review,66(2), 168-176. Jung, T., Scott, T., Davies, H. T., Bower, P., Whalley, D., McNally, R., Mannion, R. (2009). Instruments for exploring organizational culture: A review of the literature.Public administration review,69(6), 1087-1096. Kanter, R. M. (2003).Challenge of organizational change: How companies experience it and leaders guide it. Simon and Schuster. Lengel, R. H., Daft, R. L. (1989). The selection of communication media as an executive skill.The Academy of Management Executive (1987-1989), 225-232. Lines, R. (2004). Influence of participation in strategic change: resistance, organizational commitment and change goal achievement.Journal of change management,4(3), 193-215 Mierke, J., Williamson, V. (2017). A Framework for Achieving Organizational Culture Change.Library Leadership Management,31(2):1-16 Oreg, S. (2006). Personality, context, and resistance to organizational change.European journal of work and organizational psychology,15(1), 73-101. Pawar, B. S., Eastman, K. K. (1997). The nature and implications of contextual influences on transformational leadership: A conceptual examination.Academy of Management Review,22(1), 80-109 Penava, S., ehi?, D. (2014). The relevance of transformational leadership in shaping employee attitudes towards organizational change.Economic Annals,59(200), 131-162. Rafferty, A. E., Jimmieson, N. L., Armenakis, A. A. (2013). Change readiness: A multilevel review.Journal of Management,39(1), 110-135 Suwaryo, J., Daryanto, H. K., Maulana, A. (2015). Organizational Culture Change and its Effect on Change Readiness through Organizational Commitment.Bisnis Birokrasi,22(1), 68-78 van Wart, M. (1994). Knowledge for Action: A Guide to Overcoming Barriers to Organizational Change.Public Administration Review,54(6), 577-579

Star Wars and Its Buzz Marketing Campaign Essay Example For Students

Star Wars and Its Buzz Marketing Campaign Essay According to Whats. Com: Naira marketing is any marketing technique that induces Web sites or users to pass on a marketing sages to other sites or users, creating a potentially exponential growth in the messages visibility and effect. Buzz marketing and word-of-mouth are often viewed as a better source than mass media and most other forms of advertising because the personal level Of consumer to consumer advertising lets satisfied consumers tell others how much they like a business, product, or service. For example, spoken communication, and web dialogue such as blobs, message boards, and emails can be considered forms of word of mouth advertising. New movies that are about to be exposed to the market often use his type of promotion and advertising. This strategy may consist of specialized movie screenings to specific crowds in order to get the word. Of. Mouth recommendations started. The recommendations are then spread to friends, family, and co-workers. Buzz campaigns are usually started for the release of big, blockbuster theater movies. We will write a custom essay on Star Wars and Its Buzz Marketing Campaign specifically for you for only $16.38 $13.9/page Order now Technology has aided buzz marketers because they are able to deliver their messages easier and faster. The growth of the internet allows them to spread the word via means of websites, message boards, messaging programs, chat rooms, and blobs. All media campaigns make use of he ease of the internet why making sure their flow of word-of-mouth is circulating online before, during, and after the release of new blockbuster movies. However, the power of word-of-mouth has the ability to take less known and lightly financed movies into the categories of big name motion pictures. Buzz marketers are able create a sophisticated word-of-mouth campaign where consumers actually feel honored to be included in the small yet elite group of those who are well versed and willingly spread the word to their friends and colleagues. II. Movie Campaign A particularly famous movie that was much less known during its release during he sass is known as Star Wars. Specifically, Star Wars IV: A New Hope as it is now called was able to change its name because of the success the movie had. Writer and director George Lucas originally labeled the movie Star Wars because he had no plans to release other prequels and sequels. After the success of the movie, he had to differentiate it from his other releases and gave it the full name of Star Wars IV: A New Hope, As confusing as it may be, Star Wars IV: A New Hope is the first of six movies to be released but is fourth in the Star Wars saga. The movie was officially released in the United States on May 25th, 1977. The film industry of the late sass consisted of cynicism and serious movies. However, the daring release Of Star Wars had the courage to take on the current movie industry and typical Hollywood archetypes. Star Wars introduced everyone to a world Of myth, smarts, and humor. This new generation Of floggers was impressed with the action, special effects and plot of the movie. The plot which can be best summarized in a short summary found on Amid. Corn goes as follows: Part IV in a George Lucas epic, Star Wars: A New Hope opens with a rebel ship being boarded by the tyrannical Dearth Evader. The plot then follows the life of simple farm boy, Luke Jaywalker, as he and his newly met allies (Han Solo, Chewable, Ben Kenton, C-POP, RE. DO) attempt to rescue a rebel leader, Princess Leila, from the clutches of the Empire. The conclusion is culminated as the Rebels, including Jaywalker and flying ace Wedge Antilles make an attack on the Empires most powerful and ominous weapon, the Death Star, Star Wars is renowned for changing embanking forever because it was the first movie to define the term blockbuster. According to Wisped. Com a blockbuster movie is: Blockbuster, as applied to film or theater, is a very popular and/or momentarily successful reduction. The term was originally derived from theater slang referring to a particularly successful play; in film industry parlance it has come to refer to a film that earns an amount of revenue exceeding some threshold, The success of Star Wars did not happen overnight. As a matter of fact, the movie event through harsh times during production and was almost scratched This movie was entirely saved by the word-of-mouth advertising that began after it was released. George Lucas originally knew he wanted an outer-space setting for his movie and this classified as science fiction which was largely unpopular at the box Office during the late I gags. The science fiction genre was viewed as a genre that did not make money at the movies and this is the reason that United Artists and Universal Studios rejected the Star Wars project. The only company that approved the Lucas was 20th Century Fox, and even after approval they shunned the movie but allowed an original budget of To stay within his budget, Lucas founded his own visual and special effects company called Industrial Light and Magic. After production had begun, they were faced with even more problems. .u510c3cef451ffc288e6063acb6dcb7b4 , .u510c3cef451ffc288e6063acb6dcb7b4 .postImageUrl , .u510c3cef451ffc288e6063acb6dcb7b4 .centered-text-area { min-height: 80px; position: relative; } .u510c3cef451ffc288e6063acb6dcb7b4 , .u510c3cef451ffc288e6063acb6dcb7b4:hover , .u510c3cef451ffc288e6063acb6dcb7b4:visited , .u510c3cef451ffc288e6063acb6dcb7b4:active { border:0!important; } .u510c3cef451ffc288e6063acb6dcb7b4 .clearfix:after { content: ""; display: table; clear: both; } .u510c3cef451ffc288e6063acb6dcb7b4 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u510c3cef451ffc288e6063acb6dcb7b4:active , .u510c3cef451ffc288e6063acb6dcb7b4:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u510c3cef451ffc288e6063acb6dcb7b4 .centered-text-area { width: 100%; position: relative ; } .u510c3cef451ffc288e6063acb6dcb7b4 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u510c3cef451ffc288e6063acb6dcb7b4 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u510c3cef451ffc288e6063acb6dcb7b4 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u510c3cef451ffc288e6063acb6dcb7b4:hover .ctaButton { background-color: #34495E!important; } .u510c3cef451ffc288e6063acb6dcb7b4 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u510c3cef451ffc288e6063acb6dcb7b4 .u510c3cef451ffc288e6063acb6dcb7b4-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u510c3cef451ffc288e6063acb6dcb7b4:after { content: ""; display: block; clear: both; } READ: Marketing Research EssayBesides the fact of natural weather disasters at the filming action, the electronic equipment kept breaking down and props were malfunctioning, Regardless Of the smaller problems, large problems lay within the production crew themselves as they had little interest tort the film and did not care about the work getting completed. Most of them didnt take the film seriously and regarded it as a childs movie. Lucas special affect company used half of the given budget on only four shots that were not acceptable to the director. Despite the problems the movie faced, George Lucas pushed on to get it completed. The movie went over the due date given from 20th Century Box and need up with a budget estimated around $11,000,000. During the release offset Wars, there was little to no budget for any type of marketing strategy or promotion plan. The idea of a buzz campaign was not even an option because there was no money left in the project for these types of advertisements. Lucas hired a man named Charles Elliptical as the marketing director for Star Wars because 20th Century Box would not lend anymore funds for the movie. However, the corporation did offer licensing of t-shirts and posters if the movie was somehow successful. The movie was released on May 25th, 1977 cause it was pushed back to avoid competition from other summer films which Will be discussed later. After the movie was officially released, little to no theaters would order the movie and show it. This caused the big movie production company to step in and demand theaters to order Star Wars or else they would not be able to order other anticipated movies during the same year. The film immediately took off and became a huge hit at the theaters. This success was strongly influenced by the buzz that the film created and the word- of-mouth that followed. The 121 minute long movie was able to captivate audiences the second the film ended. The opening weekend was able to bring in $35. 9 million dollars and 20th Century Foxs stock price doubled too record high. According to Amid. Com: Before 1977, 20th Century Foxs greatest annual profits were in 1377, the company earned This huge jump was due to the success of Star Wars. It was a phenomenon that took off like nothing else, carried solely by word of mouth. Strangely enough, the movie was targeted at the entire family and not just males, This is interesting because according to a demographics chart on Impeder. Mom, out of 179,206 votes, 109,467 were males: The excitement and audience reaction was a huge surprise even to George Lucas, Who had spent four years shipping the script around the studios and racking up rejections and who only expected it would be seen by a few diehard science fiction fans. It was an even bigger surprise When the film became the then highest grossing film of all time. The strong opinions from crew, staff, critics, and even sometimes George himself that the movie would fail were immediately stifled. As a matter of fact George Lucas missed his own premiere to attend a vacation in Hawaii with his good friend Steven Spielberg. Star Wars was able to make the science fiction genre respectable and the genre entered a colossal mom where it became one of the highest box office earning trends, which is still apparent today. Star Wars went on to have an immensely large worldwide gross amount of $798 million and eventually won six Oscar. Star Wars broke many budget to gross profit ratios by being able to spend around an SSI million budget and to gross over $798 million. Ill. Competition The untimely release of Star Wars came amidst five other well expected movies for the summer of 1977. Although some of the expected movies did not have large budgets, they included famous actors and actresses, popular directors, and ere funded and promoted by large entertainment corporations. Most movies of 1977 did not surpass Star Wars in anyway but they posed threats during the release phase. One movie that came out in late April before Star Wars avgas Annie Hall. Annie Hall was a Woody Allen written and directed movie that was distributed by United Artists. The plot of the movie as according to Amid. Com is as follows: Romantic adventures of neurotic New York comedian Alva Singer and his equally neurotic girlfriend Annie Hall. The film traces the course of their relationship from their first meeting, and serves as an interesting historical comment about love in the sass. The film had a small budget around $4 million and grossed about $352 million. Although the film was not much Of a money maker, was a good screenplay that brought in a few Oscar for Woody Allen. The most notable Oscar was for the Best Picture in Which it beat Star Wars for that year. It was a well liked and anticipated film and one of the reasons why Star Wars release date was pushed back to avoid competition. .u0d059b7b6160c1770ee92e7460ed175b , .u0d059b7b6160c1770ee92e7460ed175b .postImageUrl , .u0d059b7b6160c1770ee92e7460ed175b .centered-text-area { min-height: 80px; position: relative; } .u0d059b7b6160c1770ee92e7460ed175b , .u0d059b7b6160c1770ee92e7460ed175b:hover , .u0d059b7b6160c1770ee92e7460ed175b:visited , .u0d059b7b6160c1770ee92e7460ed175b:active { border:0!important; } .u0d059b7b6160c1770ee92e7460ed175b .clearfix:after { content: ""; display: table; clear: both; } .u0d059b7b6160c1770ee92e7460ed175b { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u0d059b7b6160c1770ee92e7460ed175b:active , .u0d059b7b6160c1770ee92e7460ed175b:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u0d059b7b6160c1770ee92e7460ed175b .centered-text-area { width: 100%; position: relative ; } .u0d059b7b6160c1770ee92e7460ed175b .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u0d059b7b6160c1770ee92e7460ed175b .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u0d059b7b6160c1770ee92e7460ed175b .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u0d059b7b6160c1770ee92e7460ed175b:hover .ctaButton { background-color: #34495E!important; } .u0d059b7b6160c1770ee92e7460ed175b .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u0d059b7b6160c1770ee92e7460ed175b .u0d059b7b6160c1770ee92e7460ed175b-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u0d059b7b6160c1770ee92e7460ed175b:after { content: ""; display: block; clear: both; } READ: Beowulf and Star Wars Comparison EssayAnother film that posed a threat for Star Wars and actually was scheduled to come to theaters around the same week as Star Wars was Smokey and the Bandit. This movie followed the ever popular action and comedy theme of the late sass. The film was directed by Hal Needled and cast the famous Burt Reynolds as the main star, universal Pictures produced and distributed the film and grossed $127 million. This Film was supposed to put Star Wars to shame when it was released but ironically, Star Wars stole the spot light away from the weekend premier of Smokey and the Bandit. Both of the movies were usually found playing back to back for a double feature at most drive-ins. Smokey and the Bandit was still successful because it was the second highest grossing film of 977, one spot behind Star Wars. It is interesting to know that this movie and its two sequels came out the same years Star Wars and its first two sequels came out which were in 1977, 1980, and 1983. Although this film was highly anticipated as a big summer hit, it followed the same concept that every movie was following during the late sass. This type Of behavior can be seen as safe yet repetitive in the market place because is almost guaranteed successful yet it is nothing new. When compared to Star Wars, Smokey and the Bandit was largely promoted and advertised with posters and trailers. This is an example of how important word- Of-mouth advertising is. The movie that used little to no advertising and promotion campaigns was able to come out as the top grossing film of the year due to its unique and exciting approach at the box office as well as its creation of a buzz which attracted all types of audiences to the theater. A Bridge Too Far was released on June 15th, 1977, just a few weeks after the release of Star Wars. The film was based on the book of the same title by Cornelius Ryan and was directed by Richard Attenuators. The movie captured the realism that was largely successful in movies of the late sass. The film allowed the drama, history, war, and action genres and was based on World War II, The film was not necessarily popular in the theaters, partially due to the release of Star Wars just a tee weeks prior. The film used the budget to an estimated $26 million and grossed only million. The plot as according to Amid. Mom: This WI film follows the perspectives of American, Polish and British soldiers attempting to capture key bridges behind German lines in a complicated parachute and armored assault. The film could have been more successful in the market if it wasnt for the attention and buzz that Star Wars avgas reading. Star Wars seemed to pull out all of the floggers from their homes and in to the theaters into a world that made most other movies during the time not as interesting or as fun. Part of the experience bewitching Star Wars was being able to let loose and actually feel connected to the movie. A fun and family oriented movie that was produced by Walt Disney Productions and released in mid-June was The Rescuers. Even though Disney films usually attract the entire family, the fame of Star Wars was still freshly lingering in the air. The buzz behind Star Wars was that it was a family movie as well, and that word- f-mouth made it down the lines and eventually hurt the sales of the Disney animation film. The film had a small budget Of only 51. 2 million and was able to produce a lifetime domestic gross of $71. 2 million over the years. Based on the numbers listed, that is a huge profit to make, but the amount of remakes and re. Mastered versions that Disney usually produces must be taken into account. The last of five movies that competed verse Star Wars during the summer months of 1977 was The Deep, This film was released June 1 7th, 1977 and directed by Peter Yates. It was distributed by Columbia Tristan and fell into the error and mystery genre, With an estimated budget around SYS million the movie had a domestic total gross to $47,346,365. Its widest release occurred during the opening weekend when it appeared at 731 theaters and was able to make $6,835,540. That is about 14. 4% of the total gross it made. The timing and environment surrounding the film did not help with sales or success. The environment was looking for something new and refreshing, something fun and exciting not scary and grim. The lack off well organized marketing strategy and almost non-existent word-of-mouth campaign led the movie to only mediocre IV_ Conclusion Star Wars has forged an original yet perfect mixture of myth, marketing and movie excitement to become one Of the biggest cultural phenomenon in movie history.