Analysis McDonald’s Franchise in Viet Nam Essay

McDonalds’s is a business corporation system of fast food restaurants with approximately 31,000 restaurants in 119 countries to serve 43 million passengers a day under its own brand. The McDonalds’s restaurant concept was introduced in San Bernardino, California by Dick and Mac McDonald’s in May 15, 1940. It was modified and expanded by their business partner, Ray Kroc, of Oak Park, Illinois, who later bought out the business interests of the McDonald’s brothers in the concept and went on to found McDonalds’s Corporation in April, 15, 1955. I.2. Mission and Vision Mission McDonalds’s brand mission is to â€Å"be our customers’ favorite place and way to eat.† Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price. We are committed to improving our operations and enhancing our customers’ experience. Vision â€Å"McDonalds’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.† I.3. Business objective The business objective of McDonald’s, which is a fast food restaurant, is to be the world’s best quick service restaurant experience. They also aim at being the best establishment by providing outstanding quality, service, cleanliness and value. II. SWOT Analysis II.1. Strengths Strong brand name, image and reputation: McDonalds’s is the leading global foodservice retailer with more than 34,000 local restaurants serving nearly 69 million people in 118 countries each day. The McDonalds’s image is easy recognized everywhere. This brand is in top ten of the most powerful brand name in the world. Large market share: McDonald’ss is considered as the largest player in size and global reach. When Wendy’s or Burgers King are losing market share in 2006, McDonald’ss still increases its market share. Market share of McDonald’ss in the recent time is about 19% while Yum! Brands is 9% and both Wendy’s and Burger King is 2% Specialized training for managers: McDonald’ss is very serious on training managers. This company has its own program to train managers the most professionally, which is called Hamburger University. As a result, McDonald’ss has many good managers who can help company development well. Locally adapted food menus: The fast food chain is operating in many diverse cultures where tastes in food are extremely different than those of US or European consumers. Thus ability to adapt to local tastes is one of McDonald’s’s strengths. Partnership with  best brands: McDonalds’s offers only most popular brands in its restaurants, such as: Coca Cola, Dannon Yogurt, Heinz ketchup and others. Technology Innovative: McDonald’s’s is keeping at the forefront of technology around the globe II.2. Weaknesses Unhealthy food: As we know, there are foods in menu of McDonald’s largely formed of unhealthy meals and drinks. Nowadays, people have trend to be take care them health, they tend to be use healthy food. High employee turnover: Although McDonald’s has many good managers as well as skillful employees, the turnover rate is still high. Every year many of their employees are fired out of the restaurants. Moreover, many others quit their jobs, especially part time employees because of low salary as well as too high working pressure. Problem related to health issue: McDonald’s use Trans – fat and beef oil in their food. Although it is not illegal, it affects badly on customer’s health because Trans – fat is causes of some kind of cancer. Consequently, a number of customers who care about their health stop eating at McDonald’s restaurants. It makes revenue of company decrease. Price quiet high: Compare with other traditional fast food in Viet Nam, the McDonald’s product’s price quiet high, it’s not suitable with almost personal’s income in Viet Nam. II.3. Opportunity Growth of the fast food industry: Fast food market in Viet Nam is a potential market. Demand of people is in big cities are increase. In recent years, growth rate of fast food market continue to increase. Diverse tastes and needs of customers: Customer’s tastes now become more diverse. As a result, they require new format of service in order to satisfy them. Changing customer habits and new customer groups: Nowadays, Vietnamese are more adapt with tastes of West. Almost people are trending use fast food by conveniently, especially majority young people in Viet Nam. II.4. Threats High competitive with other brand: McDonald’s will be high competitive with other big brand stay in Viet Nam in long time such as; KFC, Lotteria, Jollibee, Pizza Hurt, Buger King, etc. Differences culture: Differences culture also a threat with McDonald’s when come to Viet Nam. Trend towards healthy eating: Due to government and various organizations attempts to fight obesity, people are becoming more conscious of eating healthy food rather than what McDonalds’s has to offer in its menu. III. Advantage and disadvantage of MacDonald franchise III.1. Advantage First of all, fast food has become part of daily life of young people, because of the speed of urbanization increase rapidly, consumer demand enhances, qualities of life are also stability, and it ensures that piece of fast food market constantly enlarged. Surveyed fast-food industry made ​​by Nielsen Vietnam in 2010 shows that 86% of consumer this product under the ages of 20-35. So as a latecomer, McDonalds’s will also benefit from the achievement that KFC has efforts to build fast food habits for the Vietnamese. McDonalds’s will not meet too many difficulties to complete a supply chain standards system for their restaurant in Vietnam, because the domestic producers now have plenty of experience coordinating with system fast food before. In additions, Food Culture of McDonalds’s has existed in 118 countries around the world so convincing taste of Vietnam is probably not too difficult problem for this giant. About Place, the latecomer these positions favorable are occupied, but beautiful place to McDonalds’s developing restaurant will not too scare if they active spending. Besides that, infrastructure in Viet Nam are developing, system buildings, supermarkets and modern commercial centers are rising steadily, and trend urbanization has created more beautiful space for fast food chain in Vietnam. GDP per capita is currently at 1,500 USD / year is low compared with the other area, but look at GDP per capita in two biggest cities Hanoi and Ho Chi Minh City higher than the national average pretty much (2012, Ha Noi at around $2,200 /person is Ho Chi Minh City is $3,600 / person). This income is sufficient to will sufficient to consumer willing spend from 4 – 6 dollars for a meal. Certainly two locations will be first place McDonalds’s open restaurant. Although McDonald’s is a latecomer but not likely other fast food brand, McDonald’s has special advantage of their own. That is the advantage of who hold the number one position fast food in the world. III.2. Disadvantage Besides there are advantages, McDonald’s have disadvantage when come to Viet Nam, they will fail if they do not understand Vietnam. First off all, the difference culture, culture of Vietnamese cuisine is rich and varied, taste of East difference taste of West. Thus, McDonald’s should consider this problem when offer food on menu. In addition, strengths of McDonald’s in the U.S. market are breakfast (accounting for one quarter of total revenue) is not applicable in Vietnam. Because the habit of Vietnamese considered breakfast is snacks. McDonald’s will be face fierce competition with other brand such as KFC, Lotteria, Jollibee, and these competitors has existent more than 15 years and has significant market share of the fast food market. One thing important franchisee of McDonald’s in Viet Nam will face that is place rental costs are very expensive. One the other hand, there are conveniently local are occupied by other brand. Thus, franchisee in Viet Nam will effort find out local put McDonald’s restaurant. The problem about price also an obstacle with McDonald’s, compare with other country Viet Nam’s GDP per capita is still low. Thus, fats food brands are still being compete on price. Thus McDonald’s should consider this problem if they want to competitive with other brands. IV. Investment decision Consider all aspects of McDonald’s franchise in Viet Nam, I see that although a latecomer they have some difficult and challenge but fast food market is still potential. McDonald’s has competitive advantages compare with other brands, especially with the position of World No. 1, McDonald’s already challenge with any competitors on fast food market in Viet Nam. If I have a chance I will investment franchise McDonald’s brand in Viet Nam. V. Summary Viet Nam is the next destination when McDonald’s has officially announced they will open their first store in Viet Nam at beginning 2014 year. This is good news because when fast food tycoon comes to Viet Nam, fast food market will compete more fierce and meanwhile the biggest beneficiaries none other than will be the consumer. Because of the presence of McDonald’s will make all other fast food chain must work harder if they do not want to be ‘swallowed’ market share. VI. References list Jerome Katz / Richard Green, Entrepreneurial Small Business – 4th Edition,Graw-Hill International Edition. Essentials of Services Marketing – 2nd Edition, Vochen Wirtz, Patricia Chew, Christopher Lovelock. Principle of marketing – fourteenth edition- Philip Kotler and Gary Armstrong http://www.aboutmcdonalds.com/mcd/our_company.html http://www.mcdonalds.com/us/en/our_story/our_history.html http://www.strategicmanagementinsight.com/swot-analyses/mcdonalds-swot-analysis.html http://www.dna.com.vn/vi/tinh-huong-thuong-hieu/s/mcdonalds-se-that-bai-neu-khong-hieu-viet-nam/

Theory Of Evolution

I have always believed that it can take one person to get the ball rolling, but it takes a group to make an impact. Therefore, the concept of evolution via natural selection was a group effort. Darwin didn’t work on scientific evolution alone. Within, the seven years Darwin was thinking and analyzing about his theory, others were working on it themselves. Darwin is certainly the father of evolution, but our current understanding of evolution [DNA, natural selection, genetics, etc. ] has evolved through the scientific understanding of others. As with natural evolution, our understanding of hereditary transfer/natural selection has also evolved as well. Theories have been introduced since Darwin that have been proven both true and false [scientific natural selection]. However, would it have been proposed to the world if not for Wallace? No theory can be proven true, unless somebody else takes the report and repeats the research and comes up with same result. Wallace was a deep thinker, as was Darwin, so it’s no shock that they both concluded the same theory of evolution. Although, should Wallace have not assured Darwin of his theory we might have never known of a thing called evolution? Evolution was just the starting point for many new theories soon to be thought of. From evolution there arose natural selection. Together again, Darwin and Wallace created this theory. In order to verify their theory of natural selection, they had to dispute with Lemarck about variation. They both borrowed information from each other to better understand what they were trying to propose. Darwin new that, † variation already existed, however he was unsure where this variation came from† [Park 1998:33]. But by seeing what Lemarck had already concluded Darwin could continue on with his theory with knowledge from another source. In order to be valued, two parties must verify the results. In the process of re-examining a study, new knowledge is gained, theory is formed, and principals evolve. Darwin was the starting point for many new theories, before he passed away. After Darwin was gone, there came Mendall, who showed us the unit of heredity and modern syntheses. Mendall thought of theories far beyond Darwin, but to gain this knowledge he had to start with what Darwin had already concluded. In order to have theories evolve you need more than one mind. Knowledge of genetics and DNA has grown massively over the years, partly in response to technology. Of course, the basis of our knowledge came from Darwin, Wallace, Lemarck, and Mendall, but to capitalize on these theories we use our technology sources today. We are now capable of manipulating genes to possible altar evolution. When Darwin, Wallace, Lemarck, and Mendall were around they didn’t posses the technology we have today. Since, technology we have been able to discover many new theories, as mentioned above. Many people in this world start theories or discoveries, but in order to better understand them or draw a conclusion, you need more input from others. By giving or taking input other than your own you’re able to see other people’s nature of science. Take cars, for instance, the first car did not have a hood, nor could it even go over twenty-five miles per hour. Henry Ford knew he created something that could forever change the world, but it was also just a starting point. Fords basic idea of transportation has been built on for years. Cars these days are completely different. They are finer, more reliable, and they have hoods! However, in order for cars to evolve to the way they are today, we needed input or suggestions from others. Sometimes the best ideas are by those who just sit back and observe. It is like learning how to ride a bike. You can sit and watch someone get up on his or her bike and fall, knowing that if they would have just kept their balance evenly distributed they would have not fallen. So knowing the information, when you get up on your bike you remember to keep your weight balanced, subsequently you do not fall. Scientific discovery is the social process. Had Darwin acted on it alone, our understanding of evolution would be far less. However, our current concept is far more comprehensive, this is entirely due to the contribution of several minds over an extended period of time.

Blame in Romeo and Juliet Essay

In the play â€Å"Romeo and Juliet† a series of unfortunate the circumstances and illogical decisions force the protagonists into an impossible position ultimately resulting in their death. As Il-fated as the two â€Å"star-crossed lover’s† may have been the root of all their problems can be traced back to rash decisions by characters and circumstances placed unfairly on characters by warped societal expectations. While the Friar had nothing but the best intentions his illogical and somewhat naive decisions contributed greatly to the tragedy of Romeo and Juliet. Romeo’s impulsive, dangerous and irrational behavior is also to blame. Societal expectations and outside influences can be partly to blame for many of the characters irrational decisions. Although these expectations could be to blame for two lovers parents behavior it does not justify them completely, thus they are also to blame. None of these reasons can be blamed in isolation but all contributed to the ultimate outcome of Romeo and Juliets relationship. The Friar was very mush to blame for the tragic outcome of Romeo and Juliet. He was continuously relied on for advice from Romeo and Juliet and failed to acknowledge his mistakes after their deaths. The Friar is blame because he married the two with their parents consent and thought that Romeo’s love lied â€Å" not truly in [his] heart, but in [his] eyes†. Instead he foolishly chose to marry the two, purely â€Å"to turn [their] households’ rancor to pure love† despite being unknowing of the true nature of their dispute as a priest. Not only this, but he also expressed that things were moving too fast and that â€Å"violent delights (such as Romeo’s and Juliet’s love) have violent ends† but continued with the wedding anyway. He failed to listen to his own wisdom and take things â€Å"wisely and slowly†. Despite prolonging the lives of two suicidal teenagers, they placed their trust in him when he promised to â€Å"blaze [their] marriage†¦beg pardon to the Prince, and call thee back†. Because he made no attempt at doing so, he instilled false hope into the couple, which also contributed to their deaths. Furthermore he failed to personally deliver the letter explaining Juliet’s faked death to Romeo, instead outsourcing it to another Friar without telling him of its urgency. This lack of responsibility repeats itself when he gives an unstable, teenage girl a fake-death poison, a risky idea he should have known better not to do. Furthermore, he leaves Juliet when she is at her most vulnerable,  alone together with her dead husband. Because he was the only adult Romeo could trust, the Friar’s naive, rash and immature decisions that neglected to look after Romeo and Juliet properly were at the epicenter for why their deaths occurred. The melodramatic character of Romeo is also very much to blame for his fate because of his impulsive decisions and his inability to control his emotions. Mature enough to show genuine love for Juliet he is unable to make logical decisions. Although he showed enough common sense to avoid a fight with Tybalt it is clear that when misfortune swallows Romeo he becomes an impulsive and somewhat selfish person, valuing his own pride over a life together with Juliet. His immaturity is illustrated when he describes himself as â€Å"fortunes fool† or saying that Juliet made him weak, as he is merely passing the blame along rather than accepting full responsibility. It is obvious that because of Romeo’s weakness, Juliet suffers too. Whether it is taking a potion or killing herself she continuously risks her neck to help undo her husband’s wrongdoings. In Friar Laurence’s words Romeo â€Å"is set afire by thine own ignorance†¦ like powder in a skill-less soldiers flask.† By climbing the Capulet’s walls, marrying Juliet within days, killing Tybalt and himself, his lack of foresight and awareness of how his actions affected others ultimately lead to Juliet’s and his own death. The pressures and expectations formed and enforced by society, forced the characters, into impossible situations, which forced difficult and risky decisions. The Patriarchal society meant women such as Juliet had no voice in things such as their own marriage. This, coupled with the unjustified conflict in Verona meant that Juliet was unable to Marry in public, which set off a chain of events ultimately leading to her death. These same values forced Romeo into conflict with the malevolent Tybalt. At first he eludes fighting, telling Tybalt that he â€Å"loves thee better than thou cant devise† but despite being loving person at heart the patriarchal society which promoted masculinity acted as a catalyst for Romeos impulsive character. The corrupting influence of this societal value forced Romeo to maintain honor and revenge Tybalt because Juliet â€Å"made him effeminate† or weak like a women. Furthermore the societal values of loyalty to one family meant pride  alone kept the futile conflict a part of everyone’s lives. Because of this and the need to respect ones elders unconditionally it meant that Romeo and Juliet were not able to stand up to their parents and declare the marriage public. When Juliet showed any sort of rebellion toward her parent regarding marriage she was abused and practically disown. Even after this loyalty to her family influenced Juliet to use â€Å" a thing like death† in order to be with Romeo and â€Å"to ‘scape from (the shame)† that would come with running away from her family. The Parents of Romeo and Juliet are also to blame because as adults they should have showed maturity and put away their pride like the youthful Romeo and Juliet and put an end to the unjustified conflict. Firstly Capulet directly influences the outcome by forcing the marriage between Juliet and Paris despite Juliet’s obvious discomfort. But as adults they had the greater responsibility of putting an end to the conflict but quite to the contrary they were seen encouraging and wanting to actively engage in it when the fight broke out between rival servants. The reason for the tragedy cannot be blamed on fate because the environment that the parents created meant that their whole love affair was doomed from the beginning. There was no-way their marriage in secret could last forever because enviably Juliet would be forced to marry somebody else. The hope, which the youthfulness of Romeo and Juliet embodied, was foiled by the reality created by their parents. Without this mutual ha ted the fight between Tybalt and Mercutio would not have occurred, and there would be no issue marrying Romeo thus the outcome of the play can be directly attributed to the conflict instilled in society by the parents of Romeo and Juliet. In the play a series of unfortunate situations and illogical decisions by characters create a downhill spiral, which escalates ultimately to the death of Romeo and Juliet. The Friar can be regarded as the character that should have and did know better but failed to act accordingly. While Romeo blinded by emotions failed to make logical decisions or take into account the impact they had on others. These characters were put under unnecessary pressure by social expectations that existed primly because the parents of Romeo and Juliet failed to stop the unjustified conflict in Verona. None of these  factors can be blamed in isolation they all were pivotal causes of the tragedy of Romeo and Juliet.

Written History is Never Valid Essay Example | Topics and Well Written Essays - 750 words

Written History is Never Valid - Essay Example Scholars denote that written or documented history is not a valid form of historical preservation. According to these scholars, documented history has a number of disadvantages, and hence, it cannot qualify as an effective means of preserving a particular historical event. For example, these scholars denote that historians who use these forms of historical preservation can have a bias on what they record . Take for example, the emergence of the Second World War. During this war, Hitler, the President of Germany was the villain. However, his activities will be recorded differently, depending on which side the historian is. Those who supported the activities of Hitler might record his activities on a positive note, while those who were against the policies of Hitler, might record them on a negative note . On this basis, recorded history does not give accurate information on what really happened because of bias. However, there are a number of scholars who believe that written history is a valid method of historical preservation . These same scholars denote that the information that is contained in the written records is adequate, and reliable. This is because important dates of the historical event are recorded. On this basis, historians are able to know the time period in which an event occurred, the circumstances of the occurrence . Written records are able to capture in detail, making sure that all the necessary and important information are captured and documented. Documented history has been used since the invention of writing in the 4th millennium.... However, his activities will be recorded differently, depending on which side the historian is. Those who supported the activities of Hitler might record his activities on a positive note, while those who were against the policies of Hitler, might record them on a negative note4. On this basis, recorded history does not give accurate information on what really happened because of bias. However, there are a number of scholars who believe that written history is a valid method of historical preservation5. These same scholars denote that the information that is contained in the written records is adequate, and reliable. This is because important dates of the historical event are recorded. On this basis, historians are able to know the time period in which an event occurred, the circumstances of the occurrence6. Written records are able to capture in detail, making sure that all the necessary and important information are captured and documented. Documented history has been used since th e invention of writing in the 4th millennium. On this basis, recorded history is a very important and effective mechanism of preserving historical information. Scholars denote that in the 19th, 20th, and 21st century, the most dominant method of historical preservation is the use of written history. For instances, the exploits of Napoleon Bonaparte, the emergence of the first and the Second World War, the American Civil war, are all documented, and stored in the library archives of the various states in the world. These important historical events are documented, and a specific date given on their occurrences, and factors that triggered their occurrences7. However, in as much as these important historical; events are written, it is important to denote that the

Opinion Essay about Globalization (GLS101) Example | Topics and Well Written Essays - 500 words

Opinion about Globalization (GLS101) - Essay Example Whereas Foxconn had been contracted by Apple as one of the key manufacturing hubs in China, Foxconn has reshaped its business model in the wake of globalization (Yang, 2013). Indeed, Foxconn’s thinking about moving beyond Apple is a classic example of how globalization is taking place in the current world. Globalization has seen China become a darling for most large manufacturers particularly due to the availability of cheap labour and technological advancement. It therefore does not come by surprise that Apple, an American owned company, decided to outsource its production services to Foxconn. However, globalization has caused significant changes in consumer demands leading to mushrooming of other companies seeking to cash in on emerging market niches. For instance, Apple continually became less significant to Foxconn because of the lost grip on the phone market due to globalization. Considering Apple was responsible for almost half of Foxconn’s revenue (Yang, 2013), any shakeup on Apple would have direct ripple effect on Foxconn as a company. Globalization especially in the technology industry has caused unprecedented changes in the way modern businesses operate. For instance, large multinational companies have tuned their supply chain management by outsourcing services and production to other countries. However, the same concept of globalization has empowered production supporting industry players such as Foxconn to think about having their own tailor made products. This could spell doom for companies such as Apple. For example, despite Apple putting its production hopes on Foxconn, Foxconn is on the other hand investing heavily on brand makers such as Sharp’s LCD panel factory (Yang, 2013). This is in a bid to solidify its sustainability in a world where globalization is changing operational challenges with time. The fact that a company such as Foxconn could be pushed by globalization to change from a production outsourcing

Examine the extent to which children have rights in a particular area Essay

Examine the extent to which children have rights in a particular area of law and provision (Abortion) - Essay Example The UK is a signatory to the United Nations Convention on Children’s rights held in the month of December in the year 1991. The Convention acts as a basis for protection of children’s rights in all member states. (Every Child Matters, 2008) The convention provides that all children have the right to life. This brings up a vital question; can a foetus be considered as a child? The United Kingdom recognises viable foetuses as those ones who have exceeded twenty four weeks. (Royal College of Obstetricians and Gynaecologists, 2004) This is why the Abortion Act of 1967 allows abortions before a pregnancy has reached that stipulated time. In relation to this, the UK only allows abortion in cases where the unborn child will affect his mother’s health both physically and mentally. By providing such a restriction, the unborn child’s right to life is protected because mothers may not terminate their pregnancies for minor reasons. This ensures that unborn children’s rights are protected in the most viable way possible. The Abortion Act of 1967 also provides that abortions should only be carried out after obtaining consent from two medical practitioners. (Abortion right, 2007) The purpose of this stipulation is to further ascertain that abortions are only carried out in extreme conditions and that a child’s best interests are protected even before they are born. However, certain human rights groups like the Society for the protection of the unborn child claims that these laws are not doing enough to protect the unborn child. They argue that all abortions should be made illegal through repealing of the abortion acts relevant to women in the UK today. (Arthur, 2007) Experts agree that the United Kingdom’s abortion laws are quite severe to women but protect unborn children through its restrictions. In comparison to other countries in that area, unborn children take precedence over women. In countries like

Linguistic analysis of Gypsie's (ROMANI) dialect of Cyprus (I WOULD Research Paper

Linguistic analysis of Gypsie's (ROMANI) dialect of Cyprus (I WOULD LIKE ONLY A PROPOSAL) - Research Paper Example Romani is a phenomenon of Indic language - the only one - spoken without interruption in Europe since medieval times (Gray 2003). Academic and ethnic studies have largely ignored the existence of this enclave: a glaring omission of which linguistic analysis is urgently required. This Cyprian pocket of Gypsies merits analysis and accurate recording, or the language of such a small and scattered population runs the risk of complete extinction within a few generations (Williams 2000). A detailed study will attempt to discover salient adaptations of this special dialect, and which linguistic system: morphological, phonological, lexical, or syntactical, carries the highest proportion of detectable loan adaptations. The lexical miscellany that survives does evolve, and therefore requires documentation (Trimiklitios 2008). Analysis is needed of certain terms and structures, as in this example: A project currently under way at Manchester University in England has the Romani language, its Indo-Aryan origins and history, and the diaspora of its speakers, under a magnifying glass. It studies ‘place, mobility and dialect differentiation of the Romani people’, exploring the linguistic features and their distribution in geographical space (Matras 2009), using interviews and custom software. Readings of this study and others like it will be invaluable: firstly to discern any mention of the Cypriot Kurbet, and then to understand different methodologies and styles of inquiry. It will provide an excellent launching point, show what already has been discovered and what problems solved, and help decision-making. It has already resolved matters of geneaolgy and culture. Starting with a similar foray into the history and culture of the Cypriot Kurbet, this proposal for research will deepen into an examination of the linguistic shifts and the reasons behind them, with the primary intention of setting up a lexicon of record. The plan is to carry out a

Philosophy of a learning organization Essay Example | Topics and Well Written Essays - 500 words

Philosophy of a learning organization - Essay Example Commitment of individuals in the organization to Personal mastery (lifelong learning). Continually clarifying and deepening their personal vision, focusing their energies, developing patience, and seeing reality objectively. 1. According to the Shaw & Perkins, 1991, the role of leaders in organizations is to set the necessary conditions for the organization to develop an effective learning capability. That is, managers need to take strategic action and make specific interventions to ensure that learning can occur 2. According to Nicolas Rolland, Unrelated knowledge networks management: new challenges for the CKO takes up the challenge of analyzing how firms manage their knowledge networks to leverage the management positively and the creation of organizational knowledge; and to find out what are the new challenges for the Chief Knowledge Officer (CKO) in this new context. Based on a qualitative research method, the empirical study stresses that the CKO's new roles are based on the management of knowledge networks and especially on increasing unrelated knowledge networks. This implies that there are problems in constellation of knowledge networks management.

Globalization and Diversity and Its Effects on Organizational Behavior Essay

Globalization and Diversity and Its Effects on Organizational Behavior - Essay Example The main person responsible for coining the term globalization is considered to be Theodore Levitt. With the passage of time, the phenomenon has grown at a steady rate whereby the setting under which it is held is one that focuses on the global patterns related to the sociological findings. (Aase, 2004)The aspect of whether or not globalization is a newer form of western imperialism is manifested in the definition of the same word. Globalization, for that matter, is remarked as Internationalization since the nature of the two terms is on a worldwide scale more than anything else. West tries to exploit the basis of globalization which the third world countries could bring to the benefit of the developed nations. However, on the part of the two terms, the one thing common, however, is the fact that these have identified themselves well with the changing (and growing) trends, where most of these are credited on the shoulders of the World War II, after which there has been a resurgent ra t race nonetheless. Globalization is a phenomenon and it is one that is here to stay for long. The world has become a global village due to globalization and it is a good omen if seen in the proper perspectives. The impact of demographic diversities in a group means that more efforts are needed to be put in place so that each of the group members knows what his or her duty is and whether this person is communicated about the roles that are asked of him or her, both in the short term as well as the long run.

Video game console Essay Example for Free

Video game console Essay A video game is an electronic game that involves human interaction with a user interface to generate visual feedback on a video device. The word video in video game traditionally referred to cathode ray tube (CRT) display device, but it now implies any type of display device that can produce two or three dimensional images. The electronic systems used to play video games are known as platforms; examples of these are personal computers and video game consoles . These platforms range from large mainframe computers to small handheld devices. Specialized video games such as arcade games, while previously common, have gradually declined in use. The input device used to manipulate video games is called a game controller, and varies across platforms. For example, a controller might consist of only a button and a joystick, while another may feature a dozen buttons and one or more joysticks. Early personal computer games often needed a keyboard for game play, or more commonly, required the user to buy a separate joystick with at least one button. Many modern computer games allow or require the player to use a keyboard and a mouse simultaneously. A few of the most common game controllers are gamepads, mouse, keyboards, and joysticks. Video games typically use additional means of providing interactivity and information to the player. Audio is almost universal, using sound reproduction devices, such as speakers and headphones. Other feedback may come via haptic peripherals, such as vibration or force feedback, with vibration sometimes used to simulate force feedback. The present era is the age of modern communication technology is an integral part of youth lives in the twenty first century. The world of electronic media however is changing dramatically; the vast majority of youth have access to multiple media. Most have internet and video game access and a significant portion have cellphones and iPads. Video games have been an important part of our culture (Sherry 2001). The term Video game in the broadcast possible sense is a form of computer based entertainment. Youth play video games for fun with the goal of progressing to the next Level (stage in playing games) and eventually conquering the opponent whether that’s another player or the computer. What’s more the social aspect sharing tactics experiences and explanation helps cement what they have learned. Opportunity for gaming are everywhere and teens are playing video games frequently. Educational video games, handheld device and media production tools can allow young students to see how complex language and other symbols systems attached to the world. From the first rock arrow heads to globe spanning communication network, human have attempted to use technology in improving length and quality of life. Video games are digital entertainment media that utilize both audio and visual channels to capture the audience attention and immense the in the developers vision. In many cases, this involves putting the player in the role of the avatar that interacts with the in game cases. In essence the player is the star of an interactive movie he sees his avatars action portrayed on screen for his entertainment. It logically follows that the aesthetics for video game should attain similar standards to that of a movie, the quality of both visuals and sound should be high. According to Anderson, Buckley and Gentile 2007; Anderson and Bushman 2001: Anderson Carnagey, Flangnan, Benjamin Eubanks and Valentine 2004; Anderson Dill 2000, Experimental and longitudinal and meta-analytic data indicate that playing violent video games increase aggression hostility and aggressive thoughts. According to Hannon, 2007 Epstein, Beeches, Graf and Roemmich 2007. Games with positive content show positive effect. For Example, playing a dancing Video Game can help children lose weight Konami Dance Revolution 2007. Today, sophisticated video games require players to pay constant attention to the game rather than passively watching a movie. This has both positive and negative impact on the player. 1. 2STATEMENT OF THE PROBLEM It’s worth thinking about video game habits. The rapidly evolving nature of video game graphics, violence, and realism cautions against any definitive statement about the impact of video games on social behavior. According to an article by Sheri Rauh (2006), â€Å"Video Game Addiction No Fun† addiction was defined by Dr.Michael Brody as, â€Å"The person needs more and more of a substance or behavior to keep him going. If the person does not get more of the substance or behavior, he becomes irritable and miserable. † According to the Report of the Council on Science and Public Health on the topic of Emotional and Behavioral Effects, Including Addictive Potential, of Video Games, (2007) the committee stated that they had engaged in a thorough study of how video games were affecting lives but had insufficient evidence that playing video games for more than two hours per day could be considered an addiction. However, they did recommend that two hours of screen time, television, video games and computers was the maximum amount of time that anyone should have every day. In Samaru, due to the establishment of many game centers, many youth that nowadays find freedom too early to laze around. Sometimes some of them sneak through tightened blockages to video centers to satisfy their craving which at the long run help them in derailing them from the path of morality. It does not only constitute distraction but loss of other invaluable assets like time, money and domestic disobedience. Therefore study becomes necessary in other to know what these youth gratify from by spending so much time in game centers playing games. 1. 3RESEARCH QUESTIONS The study shall seek answers to the following questions: 1. Does regular playing of the game teachesteach you how to play the game in reality? 2. What are the pleasures derived from playing the game? 3. Why do youth prefer playing soccer play station to other games available to them? 4. Does regular playing of the game divert them away from other pressing responsibilities? 1. 4RESEARCH OBJECTIVES. The aim of the study is mainly to provide for an empirical base for understanding what gratification do youth derive from constant playing of video games. As such, the specific objectives of the study are as follows: 1. To know the pleasure youth derive from playing video games. 2. To know if playing soccer play station teaches youth how to play football in real life 3. To know the reason why they prefer play station soccer to other available game. 4. To know if the game deviate them from their responsibilities. 1. 5SIGNIFICANCE OF THE STUDY. This research work will be of significance because it will know what the youth in Samaru gratify from playing video games specifically soccer play station and what impact does playing it have on them. The research will be able to show what intension they have when packaging the content and to let us know the regulatory body controlling video game content. Finally the research work will be adding to the academic knowledge. 1. 6SCOPE Video game has been and will continue to be a highly popular form of entertainment for the last 30years. They encourage player to become part of the games, sport games like soccer, wrestling motor and bike racing etc. These games consoles have different models e. g Play Station 1, Play Station 2, Play Station 3 and the newly xBox. Therefore this study will focus on the use and gratification of video games specifically soccer play station as regards to the joy they derive craving immorality and how the usage has increase socialization among youths in Samaru. 1. 7LIMITATION The research will have much limitation which will be made know at the end of the research work. 1. 8JUSTIFICATION OF THE STUDY The study is necessary or problematic because it is important for the community and the youth at large to know the effect of video games on their ward and to know how far they can follow the laid down rules given by the gaming regulatory bodies on the type of game that their ward can be exposed to. 1. 9DEFINITION OF TERMS Video Game: The term video game generally refers to interactive entertainment programs that are projected onto television-type screens, either by coin-operated arcade games or dedicated game-playing computers called video-game consoles. Electronic Games: Electronic Games, interactive hardware or software played for entertainment, challenge, or educational purposes. Emotions: Signifies a reaction involving certain physiological changes, such as an accelerated or retarded pulse rate, the diminished or increased activities of certain glands, or a change in body temperature, which stimulate the individual, or some component part of his or her body, to further activity. Gratification: The highest stage of Satisfaction, fulfillment, indulgence, enjoyment, pleasure, delight REFERENCE Asika (2002) Research Methodology in Behavioral Science. Ikeja Logoji Longman Nig Plc. American Medical Association. (2007). Report of the Council on Science and Public Health. (CSAPH Report 12-A-07). Retrieved from www. ama-assn. org/ama1/pub/upload/mm/467/csaph12a07. doc Rauh, S. (2006). Video Game Addiction No Fun. Retrieved from http://www. webmd. com/mental-health/features/video-game-addiction-no-fun Bushman, B. Anderson, C. (2002) Violent Video Games and Hostile Expectations: Test of the General Aggression Model. Personality and Social Psychology Bulletin, 28, 1979-1986. Braun C. and Giroux, J. (1989), Arcade video Games: Proxemic, Cognitive and content Analysis, Journal of Leisure Research, 21 92. Dill, K. E. , Dill, J. C. Video game violence: a review of the empirical literature Aggressive and Violent Behaviour, 3. 407 428 Microsoft  ® Encarta  ® 2009.  © 1993-2008 Microsoft Corporation. All rights reserved. Gentile, D. A. Anderson, C. A. (2003), Violent Video Games: The newest media violence hazard. In D. A. Gentile (Ed), Media Violence and Children. Westport, CT: Praeger Publishing.

The Ara Pacis: Monument of the Age of Augustus

The Ara Pacis: Monument of the Age of Augustus After 31 BC, as Augustus secured overall power in Rome, he set about a series of radical reforms which affected almost every area of public life, and some areas even of private life (the marriage laws, for example). His intentions were on a grand scale; he planned to regenerate Rome and its people after the disturbances of the late Republican period, and in more ways than one might have expected he succeeded. The price, of course, was the loss of republican liberties. Syme says â€Å"It was the end of a century of anarchy, culminating in twenty years of civil war and military tyranny. If despotism was the price, it was not too high† (Syme, 2). Suetonius’s account of the reign of Augustus is partly a list of reforms, in the army, the fabric of the city, the administration of justice, the customs of dress, the securing of public health and many others. Paul Zanker says that â€Å"The goal of his â€Å"cultural program†, pursued with far-reaching and concentrated e ffort over the next twenty years, was nothing less than a complete moral revival† (Zanker, 3), in which the focus of national and cultural attention would be himself, a ruler chosen by the gods, who embodied practically as well as symbolically the soul of the state. The excesses of the previous period were to be replaced by nobler and more serious public values, by a greater sense of national loyalty which would reject personal rivalries in the world of power politics and bring about an era of peace and security which would allow Rome to thrive. Such a radical revision of the public world naturally required a public imagery to support it and express its new codes. â€Å"Invidious private ostentation [was replaced] by a program of publica magnificentia† (Zanker, 3). Building in the city, and the visual arts generally, naturally became vehicles for conveying the new values. Favro says that Augustus â€Å"continuously used the built fabric of the city to convey policy† (Favro, 141). The Ara Pacis was built between 13 and 9 BC, and is a key monument for the display of the Augustan principles. Augustus himself records its construction in the Res Gestae: â€Å"When I returned from Spain and Gaul after successfully settling the affairs of those provinces†¦ the Senate decreed that the Altar of Augustan Peace should be consecrated for my return near the Campus Martius† (Brunt Moore, 25). Augustus had been away on this military campaign for three years, and the Ara Pacis was a tribute to him, but also to the idea of peace, which he reminds us in the next paragraph of the Res Gestae came through war and victory: â€Å"Peace had been secured by victories throughout the Roman Empire by land and sea.† It is not surprising, then, that in the carved panels flanking the doors of the Ara Pacis, the figure of Tellus/ Ceres/ Venus, surrounded by the images of fertility and peaceful abundance is matched by another figure, of Roma, seated on a pile of arms, reminding all viewers of the serious truth â€Å"that the blessings of peace had been won and made secure by the newly fortified virtus of Roman arms† (Zanker, 175). The altar enclosure carries sculpted friezes on all four sides. Tellus and Roma flank one door, Aeneas and Mars with Romulus and Remus the other. On the long sides a procession is depicted, showing Augustus himself and members of the Imperial family, accompanied by senators, lictors and priests preparing for a rite of sacrifice. Perhaps the processional image records the actual event of Augustus’s return to Rome. Some of the figures have been identified, rather tentatively, as individual people in the ruling group, but for the most part the faces are idealized, though distinctly human. Clearly there is a classicizing influence at work here. These are dignified and serious people, displaying â€Å"the Roman traditional concepts of dignity (dignitas) and sobriety (gravitas)† (Henig, 85). Although Henig argues that the procession commemorates â€Å"a specific event of contemporary history†¦ with anecdotal detail in three dimensional relief† (Henig, 74), it is s urely more the case that the classical dignity of the image is meant to convey â€Å"the idea of the return of Augustus, the guarantor (auctor) of peace† (Gallinsky, 142), and the presentation shows â€Å"not so much an individual action as a reflection of the underlying idea† (ibid). Augustus had refused the senate’s offer of a triumphant entry into the city, and accepted the Ara Pacis in its place, a structure of quite modest scale for a dictator, and understated in its imagery. The classicizing generality of the figures is part of the Augustan taste for moderation and restraint in all areas of life. The â€Å"elegant simplicity and clarity of style† (Henig, 74) reflect the classical model behind the design, the 5th century BC Panathenaic procession depicted in the Parthenon. Augustus’s inspiration could hardly have been more noble. The miraculous thing is that the Ara Pacis frieze escapes completely from the frigidity of the Parthenon sculptures , and from the pomposity of much nineteenth-century neo-classical statuary. It is interesting at this point to consider the images of Augustus himself produced during his lifetime. The Prima Porta statue of 27 BC is based on a Greek model, the Doryphoros of Polyclitus, which Quintilian calls â€Å"gravis et sanctis†, and thus a telling choice as a precedent. Augustus is shown addressing the troops, his right arm raised to command attention. Syme describes it as â€Å"showing the Princeps in his middle years, firm and martial but melancholy and dedicated to duty† (Syme, 470). The face has a calm, noble expression, its features â€Å"marked by a harmony of proportions, inspired by the Classical canon† (Zanker, 99). Like the Doryphoros, the hair has been arranged with careful attention to the rules of symmetry. The result is a look of â€Å"timeless and remote dignity† (ibid). It had little to do with Augustus’s actual appearance, but that is beside the point. This is how Augustus wished to be seen, it is the â€Å"image† of Augustus, an image which derives much of its authority from the great Classical models, with all their associations of seriousness, nobility and the ideals of human grandeur. The armour Augustus wears carries emblems of his achievement and reminders of the nature of the peace. â€Å"The rich panoply of symbols and personifications that decorate his cuirass refers to the establishment of peace (pax Augusta) in the Empire and Augustus’s role as restitutor orbis† (Henig, 85). At the centre of the cuirass a Parthian king hands the legionary eagle to an armed figure – a Roman centurion, perhaps, or even Mars Utor himself, to whom Augustus built a temple in Rome. Around them are placed heaven and earth. Two mourning women are on either side, emblems of the defeated nations. Apollo and Diana ride traditional animals, a griffin and a hind. Above, Sol is in a chariot above Apollo, Luna above Diana, while Caelus spreads out the cloth of heaven. Luna is being replace d by Dawn, who pours dew from a jug. Augustus’s victory over the Parthians thus takes on qualities imagined in terms of eternity, timeless like the idealized Classical face of the Emperor. â€Å"The Princeps who wears the new image of victory on his breastplate becomes the representative of divine providence and the will of God† (Zanker, 192). The second statue, from the Via Labicana, is from later in Augustus’s reign and shows us the Emperor dressed as a priest. The face is more individualized – the eyes are smaller, the cheekbones are visible, and the ears protrude. This is a more â€Å"real† Augustus, but the overwhelming effect of the statue is to show him as a serious and thoughtful figure. â€Å"The spirituality of the wise and benevolent father of the state and restorer of traditional morality emanates from the shaded deep-set eyes† (Henig, 85). The military commander is absent, but the same underlying conception is there; the god-like Emperor, who is both guardian of the security of the state, and also richly human in the most virtuous, intelligent, and pious ways. The sculptures of the Ara Pacis can be understood in these terms. The procession is towards a sacred ceremony. Around two thirds of the scenes involve members of the four principal colleges of priests, which Augustus had revived in his reform programme. The flamines can be identified by their traditional dress, a woollen cloak and a cap with a metal point. Membership of the priesthood was a mark of high status. Augustus entrusted the management of the annual sacrifices to officials of all the major priesthoods (thus skillfully diluting their real individual power). Here, some of the priests have veiled heads, which shows that the ceremony has begun. A woman puts her fingers to her lips to call for silence. â€Å"The dense rows of figures all similarly veiled in their togas give the impression of unity and uniformity. The sculptural style and composition, inspired by Classical reliefs, elevates the scene beyond the historical occasion into a timeless sphere† (Zanker, 121). Amon gst the Imperial family the women are draped in the style of Classical statues. Drusus, the successful general, stands in their midst. Children try to get the attention of their parents. As with the two Augustus statues, dignity and authority merge subtly with humanity. There is, as Gallinsky says, an â€Å"exquisite balance between stylization and informality† (Gallinsky, 152). The postures and gestures are varied, and in a way that is not merely the result of the artist’s desire to add variety to a potentially monotonous subject. â€Å"These are real people. They chat, even to the point of having to be admonished to be quiet, and the children wriggle and squirm as we know them to do at any official ceremony or church service† (ibid). That this is true, even though the principal mood is that of Classical decorum and sobriety, is a remarkable artistic – and perhaps political – achievement. Gallinsky goes on to call the Ara Pacis â€Å"one of the m ost humane monuments ever built by a powerful ruler†¦ This is not the pompous and grim monument of a party leader whose subjects are bullied into conformist succession. The relaxed attitude of the participants†¦ is in fact another manifestation of the blessings of pax† (ibid, 151-2). Mortimer Wheeler argues similarly for the remarkably relaxed grace of the work. He notes the delightful gestures of the lady hushing the chatterers, and the children â€Å"particularly vital in their display of childlike interest or boredom† (Wheeler, 165). While Bandinelli rather insensitively describes the work as â€Å"frigid in conception, sharing the programmatic conformity which stamps all official art† (Bandinelli, 189), Wheeler says that this is â€Å"wide of the mark. If frigid, these figures owe their aloofness to the calm assured, unanxious society which they represent† (Wheeler, 165), surely a very astute understanding of the relationship between Augustan art – even â€Å"official art† – and the mood of the society it expresses. Another fine piece of observation is Wheeler’s note that as we look along the frieze slabs form one vitally depicted head to another â€Å"there is no dramatic concentration upon the Emperor† (ibid). He stands, indeed, at the centre of the frieze, but he is only slightly taller than those around him, a quality he shares with Agrippa. The Emperor may be a god, but there is no personality cult at work. â€Å"He is merely primus inter pares† (ibid) and Wheeler sees this too as an example of the virtues of the Augustan era, â€Å"its quiet good manners and its undemonstrative confidence† (ibid). He contrasts this modest presentation of the Emperor with the image on the Arch of Titus about 100 years later, where the figure of the victorious Emperor is more prominent than the glory that seeks to crown him, and whose frontal positioning causes hopeless distortion of the perspective. This notion of Augustus’s modesty is certainly supported by Suetonius. He notes how Augustus â€Å"felt horrified and insulted when called ‘My Lord’† (Suetonius, 80), and would not let even his adopted children or grandchildren address him in this way. He al ways tried to avoid leaving or entering Rome in daylight â€Å"because that would have obliged the authorities to give him a formal welcome or send-off† (ibid). (This seems to be supported by his rejection of a triumphal entry after the Hispano-Gallic campaign, and the preference for the modesty and decorum of the Ara Pacis). Suetonius also describes the simplicity of Augustus’s living conditions. The furnishings of the palace would â€Å"now hardly be considered fit for a private citizen† (Suetonius, 92), and his dress was unostentatious. Of course he held formal dinner parties, but â€Å"There was no great extravagance, and a most cheerful atmosphere, because of his talent for making shy guests†¦ join in the general conversation† (ibid). And yet Syme reminds us that the blessings of the Augustan reign had a cost: â€Å"The new dispensation, or ‘novus status’, was the work of fraud and bloodshed, based upon the seizure of power and red istribution of property by a revolutionary leader† (Syme, 2). Both Bandinelli and Henig have complained of the lack of coherent plan in the Ara Pacis, â€Å"not in the quality of the sculpture, nor in the style and technique, but in the subject matter† (Henig, 73). The question is whether the processional friezes have anything to do with the mythical and allegorical panels flanking the doors at either end. If we have understood the nature of the friezes correctly, and their relationship to the Augustan vision of the Roman world, it is clear that the subject matter of the panels and their treatment are central to the statement of the work. Most important in this sense, as well as best preserved, is the panel depicting Tellus (or Venus, or Ceres). The subject of the panel is the blessings of abundance. A matronly woman sits in Classical dress, with two babies at her sides, reaching for her breast. Her lap is filled with fruit, and her hair is bound with a wreath of grain. Wheat and poppies grow behind her, and below her are farm animals. T he image celebrates growth and fertility. Either side of her are female figures, aurae, icons from Greek Classical tradition, who are emblems of the winds on land and sea. The land figure sits on a goose over a stream, the other has the sea monster under control (like Browning’s Duke, â€Å"taming a seahorse†). The aurae are the bringers of warmth and rain, the bestowers of abundance and successful harvest. â€Å"The overall structure is a paean to the fecundity, wealth, and harmony made possible by the Augustan peace† (Favro, 266). The female figure is Tellus, Mother Earth, but also Ceres, Venus, and perhaps Pax herself. The multiplicity of identities is enriching, not confusing. But this idyll is not allowed to stand alone as a dream vision. On the other side of the door, in the corresponding position, we see the figure of Roma sitting on a pile of arms, reminding us that the price of peace is military preparedness and conquest, â€Å"Peace based on world dom ination† (Gallinsky, 146). At the other end the panels celebrate the heroic past, putting the Augustan present into the grandest possible context. In one panel Aeneas is shown preparing to sacrifice after he has seen the portent prophesying his future in Italy. With Venus, and his son Julus, founder of the Julian family, who stands behind him, he is the ancestor of the Roman people, as are Romulus and Remus, presented in the corresponding panel with Mars, god of war, their father and thus also a Roman ancestor. It is the members of that family and the leaders of that people who walk in procession in the long friezes. Much of the wall surface is covered in delicate, symmetrical patterns of tendrils and vine clusters. This was a traditional decorative motif, but here the imagery of abundance takes on a particular relevance, which is reflected in the poetry of the period. The reference is to the myth of the Golden Age, and the implication of the use of such imagery, and so much of it, in the Ara Pacis is that the glorious present has recovered some of the qualities of that legendary past. As David Castriota says, â€Å"For poets like Horace and especially Virgil, who sought to idealize the stable and ordered Peace of the Augustan regime in the comparative terms of the mythic precedent, the analogy of a pristine era of blissful abundance and moral virtue must have seemed irresistible† (Castriota, 124). Such imagery was central to the Augustan picture of the world. In one sense the Ara Pacis might be seen as not entirely the modest and restrained monument suggested here, in that it appears that it was planned as part of a giant structure which sounds rather more Mussolini-like than anything hinted at so far. The Ara Pacis was placed where it would be part of a giant sundial, the hand a huge obelisk 100ft high, with Augustus’s mausoleum at the opposite end of the dial. Elaborate astronomical functions have been claimed for the design. The obelisk was of course a monument to the conquest of Egypt, so that the peace-through-victory notion is repeated. The Ara Pacis faced the Via Flaminia, which was the way Augustus had reentered the city after his campaign, and positioned in open ground â€Å"midway between Augustus’s Mausoleum and the built-up area of the southern Field of Mars, possibly coinciding with the pomerium (the sacred boundary of the city where soldiers had to lay aside their weapons)† (Claridge, 189). The positioni ng probably carried symbolic significance, joining secular and sacred ground, emphasizing the universality of Augustan rule. How much of this must one dismiss as the propaganda of a dictatorial regime? The Res Gestae is a curious document, hardly notable for its modesty. â€Å"Always it is the first person that is stressed† (Brunt and Moore, 4), say its editors, and it presents a highly selective view of the events of Augustus’s reign. He claims that he was unwilling to accept untraditional honours and powers, but â€Å"This plea is an example of clever propaganda writing†¦ He naturally did not mention that there was no precedent for any one man holding so many different positions and powers at the same time† (Brunt and Moore, 5). Syme says that Augustus’s account of recent history is nothing more than â€Å"official truth† (Syme, 522-3), and Tacitus, writing over 100 years later, was cynical: â€Å"He seduced the army with bonuses†¦ Opposition did not exist. War or judicial murder had disposed of all men of spirit†¦ Upper-class survivors found that slavis h obedience was the way to succeed† (Tacitus, 29-30). And yet for Horace, who we must remember fought against Octavius at Philippi, the Augustan peace was something very real. The Centennial Hymn, â€Å"a triumphal ode which is unique in the way it breathes serenity† (Horace, 31), is a tribute to Augustus’s achievements seen in terms of the establishment of peace, prosperity and safety. Now the Parthian fears the Alban axes, the forces mighty by sea and land; now Scythians and Indians, lately so proud, await our answer. Now Faith, and Peace, and Honour, and pristine Modesty, and Manhood neglected, dare to return, and blessed Plenty appears With her laden horn. (Horace, 168) The Augustan peace was something genuine for Horace, and it is difficult to see work of the quality of that in the Ara Pacis as the product of official artists merely. It is little wonder that both the Renaissance and the English eighteenth century saw the Augustan period, and its art architecture and poetry, as the great models to emulate. Works Cited Bandinelli, R.B., trans. Green, P. Rome. The Centre of Power. Roman Art to AD.200. London: Thames and Hudson, 1970. Brunt, P.A. Moore, J.M. (eds), Res Gestae. Oxford: Oxford U.P, 1967. Castriota, D. The Ara Pacis Augustae and the Imagery of Abundance in Later Greek and Early Roman Art. Princeton: Princeton U.P., 1995. Cooley, M.(ed.). The Age of Augustus. London: LACTOR, 2003. Claridge, A. Rome: an Oxford Archaeological Guide. Oxford: Oxford U.P., 1998. Favro, D. The Urban Image of Augustan Rome. Cambridge: Cambridge U.P., 1996. Henig, M. (ed.). A Handbook of Roman Art. Oxford: Phaidon, 1983. Galinsky, K. Augustan Culture. Princeton: Princeton U.P., 1996. Horace, trans. Shepherd, W.G., introd. Radice, B. The Complete Odes and Epodes. Harmondsworth: Penguin, 1983. Suetonius, trans. Graves, R. The Twelve Caesars. Harmondsworth: Penguin, 1957. Syme, R. The Roman Revolution. London: Oxford U.P.1960. Tacitus, trans. Grant, M. The Annals of Imperial Rome. Harmondsworth: Penguin, 1956. Wheeler, M. Roman Art and Architecture. London: Thames and Hudson, 1964. Zanker, P., trans. Shapiro, A. The Power of Images in the Age of Augustus. Ann Arbor: University of Michigan P., 1990.