Media Essay Example | Topics and Well Written Essays - 2000 words

Media - Essay Example ‘Hot’ media was descriptive of elements of the mass media such as radio, newspapers and magazines. These media types give a lot of information to the reader or listener but do not give room for a lot of sensory involvement or completion on the part of the listener or reader. What McLuhan described as "cool" media included media sources like television as well as the telephone or television. Due to the fact that these devices do not give as much information as the radio or newspaper, they have to exact a stronger sensory â€Å"hold† on the attention of their users so as to remain relevant. McLuhan was especially engrossed with the effect of the television, which was just then gaining popularity, on its regular viewers. He was even more enthralled when later research established that television actually affects viewers by supporting them in developing passive brain wave patterns. Each mediums form is connected with a different understanding where the senses are conc erned and so expose the consumer to different experiences. These experiences or alterations of perceptions form the basis of the general message’s meaning. McLuhan had a broad definition for the word ‘media’. He perceived it as â€Å"any technology that ... forms extensions of the human senses as well as body†.2 McLuhan correlated parts of the body with technological parts so as to give a better characterisation of how he perceived technology. For instance, he felt that clothing was simply an extension of the skin, while the book could be said to be an extension of the eye. McLuhan felt that these industrial extensions could in fact intensify a specific human sense while the remaining other four were disregarded. Therefore, technology, according to McLuhan, interfered with people’s sensory balance, which then affected the emotional responses of the larger human society. This process, according to McLuhan, could be viewed as being the unintended caus e of all the principal cultural shifts that have typified eras of human history like the industrial age or the renaissance. McLuhan believed that human beings adapt to their environment by way of given balances, and that the main medium used in each age unearths a distinct sense ratio. McLuhan perceived every medium as being an exaggeration of one of the human faculties. He even believed that the human central nervous system is represented in the electric circuitry. It was McLuhan’s believe that in the prehistoric era, humankind existed in the perfect condition in which all of man’s senses functioned together in perfect synchronisation. In his words, â€Å"prior to the discovery of the phonetic alphabet, humankind existed in a world where all the five senses were simultaneous and balanced; this was a world of filled with resonance as well as tribal depth†.3 Humankind, according to McLuhan, lived in a space that was devoid of margins or even a centre. The only wa y through which preliterate people could exchange ideas was through speech. In essence, all information

Object data modelling Essay Example | Topics and Well Written Essays - 5000 words

Object data modelling - Essay Example an online, web-based system that could allow their customers to (i) search for the availability and fares for the flight to the desired destination, (ii) make payments securely through a third-party payment system in order to book the tickets for the desired flight, (iii) view the real-time seating arrangement with available seats and select the desired seat in order to self-check-in, and (iv) print out the boarding card. PART I: ANALYSIS REPORT 1. Use-Cases & Use-Case Diagrams Use cases and use-case diagrams are the UML features for gathering and analysis of user-centric requirements. A use case can be defined as a particular purpose that can be achieved by the user (or say, actor) through the system (Chonoles & Schardt, 2003). A use-case diagram depicts a sequence of interactions between the actor and the system (Gomaa, 2011). 1.1. An Overview Use Case Model As shown in Figure 1, following are major use cases of the Ticket Booking and Self-Check-In System: Major Use Case 1: Search the desired flight After logging on to the Happy Tour’s website, the customer can search for the availability and fares for the flights to the desired destination. In order to carry out the search, the customers must provide mandatory information to the system which includes personal details, the departure airport, the destination airport, intended outbound flight date and time. The customer may also provide optional information – the date and time for return trip, to make the search more accurate. Assumption: The search result lists flights with available seats; in other words, if all the seats in the flight are booked then that flight won’t appear in the search result. Major Use Case 2: Book the ticket Once the customer has found the desired flight, she can move on to the booking process where she makes the payment through a third-party secure payment system. If the payment gets successfully processed, an automated confirmation email along with the receipt is sent out by the system to the email address provided by the customer. Major Use Case 3: Self-Check-In The customer can opt to perform self-check-in the booked flight anytime but 24 hours prior to the scheduled flight time. To self-check-in, the customer must search for the flight either through the booked flight number and booking reference number. If the flight is found and the customer’s booking is verified successfully, the system displays the real-time seating arrangement to the customer. The available seats are shown in blue color, while those already reserved are displayed in gray color. The customer can click on any one available seat to choose it, and then proceed to either

STRATEGIC RECOMMENDATION Essay Example | Topics and Well Written Essays - 1250 words

STRATEGIC RECOMMENDATION - Essay Example The corporation was initially facing stiff competition with Circuit City; however, the failure of Circuit City (a former electronics dealer) in 2009 after deep economic recession and subsequent decrease in both domestic and international demand of electronic equipments, accessories and machinery has enabled the corporation to freely play in the market and gain additional market share. Its operational stores are more than 1,000 in USA and Canada besides online presence, whereas sales in 2010 remained over $40 billions. This is an evidence of Best Buy’s financial strength, resources and abilities. In addition, the company has solid brand recognition, consumer acceptance, an established supply chain and chain network followed by a large pool of loyal (plus satisfied) consumers who have an inclination to purchase Best Buy products. Also, the consumers are inclined towards electronics and gadgets perhaps because of their fast life and heavy exposure to media that portray innovation s. It must be highlighted that Best Buys has already introduced and has adopted various customer and partner relationships improvement strategies such as focusing on after-sales services, product installation (home theatres, computer configuration etc.), product warranties, and others etc. These were not adopted in past, but have now been a major part of firm’s strategy to entice customers, improve their perceived loyalty and value, and to gain a competitive edge over its rivals something it has done better in the past than any national electronics retailer. It is also expected that it would increase the sales of company in both short and long run. However, the economic recession, reduction in households’ real incomes and purchasing because of poor employment prospects is a threat that could hinder the growth of this industry in the short run, but the recovery of economy from recession, improvement in business outlook, certainty and security in job market will improve the

Speech motivating people Essay Example for Free

Speech motivating people Essay You never know what you have until its gone.In this modern contemporary society, we are flooded with images of success, money and power, but have you actually delved deeper into societys faà §ade and what it means to be alive? As a psychologist, I have encountered numerous individuals with diverse dilemmas, each one unique in their own way, but many have one thing in common, they take life for granted. Human beings have a curious capacity to take things for granted. The most exquisite diamond loses its lustre with familiarity. The most compatible intimate becomes boring. Miracles like the daily sunrise fail to astonish because theyre commonplace! Repetition and time dull our sense of wonder. We endow novelty with powers and attributes that it does not really possess. When a thing becomes familiar to us, the mystery we have projected onto it is lost. We see it without the overlay of our imaginings. The irony in this idiosyncrasy of human character is that we are disappointed by the very things that used to excite us. The most profound patient that has ever crossed my path was a young girl suffering from spinocerebellar degeneration, a terrible disease where the cerebellum of the brain gradually deteriorates to the point where the victim cannot walk, speak, write, or eat. This girl was around 17 and was smoothly voyaging through year 11 when she was diagnosed with the disease. Enrolled in a top selective high school with a bright prospect ahead, the heart wrenching news brought tears to her eyes for the many sessions we had together, it pained my heart to see her journey suddenly cut short. The question she asked me why me, why do I have to die early? left me at a crossroad, paths lay before me as I tried to pick which response was the most paramount to cheer her up. Looking deeply at her beautiful face streamed with tears, my heart shattered, I asked her Why do we have life? Why do we get to have this experience at all? We werent promised any deal. We arent owed this opportunity to create experiences. No one was under any obligation to deliver us any particular deal in this realm. And yet we are here. A wide open opportunity to wake up and do something completely different every day. Every day, every moment  even, an opportunity to create something in our life. This is the same question I pose to you today. She faced a greater obstacle than us, but she stood firm and persevered, writing in her diary to remember her experiences until she could no longer hold a pen. She managed to face her cruel fate with a positive outlook, and tried her best to do whatever she could by herself. A while back, my father passed away from cancer, it wasnt like we werent expecting it, its one of those things you know is inevitable, but you dont really believe it will ever happen. Parents are a constant part of our life, a part so constant and so close that we often take them for granted. The reality is that they can disappear so incredibly fast. People we love can be here one day and gone forever the next. Our days on this earth are numbered, and its something we often forget. If there are things in your life that you want to change, or things that you want to do, dont wait. Are you living the way you want to be remembered? I had put off simply picking up the phone and calling my dad to tell him how much I loved him, and now Ill never have a chance to again. If I could travel back in time, I would in a heartbeat to bridge the gap between our relationships. People desire so many things and waste their days in vain. Some yearn for gold, others for power, yet others for glory and a higher position. But when deaths moment nears and they look back at their lives theyve lived, they realise theyve been happy only during those moments when theyve loved. Our lives are but a fleeting moment in time. They come and go so quickly. Live each day of your life to the fullest, as it its all going to end tomorrow. You have to live for what you have, live for now, grasp every second that you can. Appreciate and love everything there is. Cherish every breath you take, every smile you share, and every tear that falls. These are the moments that pass without a single thought. My journey has been full of poignant experiences, but it isnt through the destination that we discover the important lessons in life, but through the  highway that we travel on, the obstacles we encounter that forces us to come face to face with reality. Thats when we learn that our most imperative messages. You never know what you have until its gone. I never fully realized just how deep the meaning of that sentence really was, until I have experienced it, and it was too late. A final quote which I would like to impart to you was by Abraham Lincoln, In the end, its not the years in your life that count. But its the life in your years.Bibliography:Jone Johnson Lewis 1995, site I used to find the quotes. Ichi Rittoru no Namida (one litre of tears), video recording sparked the idea of the speech and used the basic plot. Robert McChesney 2004, The Problem of the Media, Monthly Review Press gave me some ideas of what the media projects onto contemporary society.

Family Travel and Tours Company Analysis

Family Travel and Tours Company Analysis SECTION ONE Family Travel and Tours has specialised in affordable, inclusive summer and winter sun travel packages for nearly forty years. The two base of our travel offerings have been price and predictability. Our prices were highly competitive, although they are less so now, and our customers want to know ahead of time exactly what they can expect from their travel experience. However, changes in the tourism market have caused our sales to stagnate, and we currently have zero growth in our customer numbers and fewer repeat customers. Although according to the National Travel Survey, the number of tourists taking inclusive packages have increased significantly in the past twenty years, so has the number of outlets through which customers can purchase their holiday travel (Shaw and Williams 2004). The primary reason for our lack of growth is this increased competition. In price, we have been adversely affected by a sharp increase in the number of discount travel companies available to price-conscious consumers, particularly over the internet. Whereas we once had only competition from a limited number of local agencies, some of those who would have been our customer base are beginning to experiment with online bookings. This opens our market up not only to other UK competitors, but also to agencies from other countries. For example, the American company Cheap Tickets offers international flights, tours and cruises at highly competitive rates. One has only to run a simple search under â€Å"discount travel packages† to reveal literally hundreds of competitors where our customers could take their holiday spend. Many of these competitors also do not maintain brick-and-mortar branches, allowing them to offer even more competitive prices as they have lower overhead costs. Additionally, each year as a greater percentage of the population becomes comfortable purchasing over the computer and more and more people try out online spending, FTTs competitiveness on the basis of price is reduced. Customers are also finding they can create their own packages, as they can now research hotels, transport and activities online and make their own reservations for all of them. More family-oriented travel destinations are also now providing inclusive packages on their own, and are able to offer these through online marketing. Whereas once our contacts with local travel companies allowed us to provide all-inclusive packages available to the consumer only through a travel agency, now there are a number of places the typical traveler can book their desired holiday. For example, Disneyland Paris has its own hotels, restaurants and transportation. As such it can market directly to the customer without need of a middle-man travel agency. Many other popular family tourist destinations have similar offerings. Cruises are another all-inclusive alternative that can now be booked directly without use of a travel agency. We have not reacted quickly or substantially enough changes in the market and in customers themselves, leaving us in a vulnerable position. FTT therefore needs to make changes to its products and marketing strategies quickly to retain its market position in the future. SECTION TWO FTT has benefited from catering to two distinct customer groups, although both on the basis of predictability and price. During the winter period, FTTs customer base tends to be older people escaping the winter cold. The repeat business in this niche is substantial and breaks down further into two groups. The first wants to return to the same location each year, often even requesting the same room. The second group prefers packaged tours, typically taking a tour of a different location each year. Both highly value predictability; that is, they want to eat the foods they are used to and stay inside their comfort zone even when traveling, rather than experience any kind of local culture. They also want to know when booking the details of their holiday, such as daily schedules, and want to spend their winter holiday in warm, sunny locations. This customer group has shown less stagnation, as the increase in competitors from online travel brokers has not penetrated this market group subst antially as of yet. It is likely that it will in the near future, however, particularly as the computer-friendly segment of the population expands and ages. Summer customers are typically middle-class families looking for a convenient and affordable holiday experience. They also want to know ahead of time the details of their holiday, but more to ensure activities and proper accommodations are available for their children than for any deep-seeded need for sameness. Destinations with child-friendly attractions such as beaches and theme parks are foundational in sales to this group. This segment of our customer base has suffered the most from increased competition. Where we or agencies like FTT were once the only place families could go to have their entire travel needs satisfied, online travel agencies and the attractions themselves are now providing equally planned holidays at prices at or below ours. As we examine what changes need to be made, it is helpful to consider tourist motivation from both reductionist and structuralist perspectives regarding our stagnant customer base. Reductionism views tourist motivation as â€Å"a tension between the search for the new or novel experience and the requirement for some degree of familiarity† (Shaw and Williams 2004, 140). This is true of both winter and summer customers. They wish to experience a holiday outside their current existence whilst maintaining a predictability that will allow them, whether older people or children, to be sure of a certain level of comfortability. It is unlikely that we will be able to compete strictly on price, as was the case many times in the past. Therefore expanding the balance of novelty and predictability in our current products is likely to be our strongest marketing asset for future growth. The question then becomes how to address these customer motivations in the changing and more competitive market. SECTION THREE Todays postmodern society is now consumer led, with the consumer dictating the location and activities they expect rather than simply choosing from a limited assortment of package options (Sharpley 2003). Customers can now choose not only travel options we have available, but also those provided by remote travel operators and attractions themselves. Further, customers are more and more likely to create their own travel packages, as they now have access to information on local attractions, lodging and transport for a given area. Their expectations are higher as far as flexibility and options are concerned, making it more difficult for FTT to plan or provide all-inclusive packages, particularly at any significant reduction in price. In addition, as the divide between work and leisure has been reduced, and recreational avenues are more available throughout the year, the novelty of taking the family to the beach or theme park has diminished. Consumers are more likely to seek a holiday experience that allows them to escape from their day-to-day reality rather than simply play instead of work (Sharpley 2003). Todays mass tourist â€Å"desires to be in a place which is both real and yet fantastic at the same time, and to encounter people who are both authentically other yet also fun and fictional† (Coleman and Crang 2002, 157). As such, our customers are beginning to demand travel packages that go beyond simply being at the beach or a certain location, but also offer some type of fantasy or adventurous opportunity. The immediate gratification and visually-based information preferences of the postmodern society also lend themselves strongly to the convenience of internet booking provided by our competitors (Sharpley 2003). Now customers can actually see the room where they will stay, satisfying their predictability needs, yet independently reserve it in an instant, with the simple click of a mouse. The entire transaction is charged effortlessly to their credit card, almost making it seem as though the holiday was free. This signals a change in our customer, especially those in the summer/family group. Whilst they still have a need for predictability so they can plan for their children and the children feel comfortable, there is an increased desire for new experiences, visually-based marketing, and easy, quick booking. SECTION FOUR One difficulty we are currently experiencing is the change in customers perceptions of our services and their attributes, an event common over time in service-based sectors (Palmer 1994). Whilst they are still strongly motivated by predictability, they seek at the same time authenticity in their holiday experience. Authenticity can be viewed from the perspective of the place visited, or from the perspective of the tourist doing the visiting. According to Handler and Saxton, the meaning of the term authenticity â€Å"refers to experiences through which tourists feel themselves to be in touch with both the real world and their real selves† (Shaw and Williams 2004). There are three kinds of authenticity in the tourist experience. Two, objective and constructive authenticity, are object-related. The third, activity-related authenticity, â€Å"refers to a state of being that is to be activated by tourist activities† (Shaw and Williams 2004). It is that place where â€Å"one is true to oneself† (Shaw and Williams 2004). For example, beach holidays may be seen as providing a relaxed, playful environment where people can be their true selves like they were as children, without the sometimes-false pretenses maintained at work or in the community. As our world becomes increasingly more connected, a certain homogeneity is affecting the authenticity of place. McDonalds restaurants provide an example. Although there is some regional adaptation (one can order wine in France or get kosher sandwiches in Israel), the chains product mix of a hamburger, fries, and a coke is constant throughout its restaurants in over 100 countries (Vignali 2001). Every time a Tesco moves into a town, a number of the areas local merchants are likely to go out of business, reducing the regional differences of that area as opposed to the rest of the country. Shaw and Williams (2004) report â€Å"Boorstin saw mass tourism producing a homogenization and standardization of the tourist experience through the commodification of culture† (135). The â€Å"developing global culture of tourism accepts anything or any place being produced and reproduced, moved and recontextualised in any place whatsoever this process marks the proliferation and increased co nsumption of experiences† that are depthless simulations, separated from tradition and history (Coleman and Crang 2002, 156). This makes it harder for FTT to provide unique travel packages. SECTION FIVE FTT needs to meet these changes in society and in the level of competition head on, addressing issues related to both our products and our target markets. First, we need to stop viewing the internet as our completion and begin to view it as a means of increasing our customer base. Although we have a website, it is not as user friendly as it could be, and does not offer a wide range of holidays. We could expand our travel product available online. Instead of simply listing our set packages with prices, as our current website offers, we could experiment with creating an a la carte method of creating packages. With the correct software, this would be possible to do completely online, and agents wanting to make a booking could even use the same online system when dealing with customers. In this scenario, a customer could access our website and choose the components of their holiday, appealing simultaneously to the postmodern desire for novelty and our established customer need for predic tability. For example, one family may want to have a less expensive lodging but hire a larger car. They would be able to do this on the website, and after all their bookings would have created their own package, as inclusive as they desire. This would also provide a price incentive as customers could pay for only the level of or types of provision they really desire. In addition to increasing the number of customers purchasing holidays from us, such flexibility and convenience in booking is also likely to increase the spend of our existing customer base. Whereas once one of our established customers might use us only for holiday travel, a convenient website might also lead to other bookings by the same customer, such as business travel, expanding our product base. We would also be able to attract more customers from outside the UK, or from areas inside the country where we do not have strong branch presence. We also need to change the product mix of our fixed-package offerings to include more novelty and fantasy. For example, we might add adventure activities to a beach holiday in such a way that they meet the safety needs of parents. Including water-skiing lessons as part of a beach holiday provides some adventure, but because it includes instruction and a supervised environment it retains the safety and predictability our customers value. The entire family can together enter into an activity outside their normal circumstances. For our winter/older customer group, changing the type of tour or travel available would probably not be popular, but adding additional and more adventuresome locations where a level of comfort and predictability could be guaranteed would be advantageous. For example, as Turkey seeks entrance into the European Union, it has become a country more open to tourism, providing a wealth of new places for tours, and usually at competitive prices. Increased availability and reduced price of air travel also now allow us to offer tours farther abroad, and we need to look into areas of the world such as India and Mexico, which were typically too far and too costly to be considered by our customers for a holiday. We would need to work closely with local lodging, transport and other providers to ensure the level of comfort our customers require, but these locations provide an opportunity to introduce adventure and fantasy in an appealing way to our older customer group. FTT should also expand our marketing via the internet, particularly to repeat customers and potential customers who have already initiated contact with us, such as those who stop by a branch to discuss travel options, but do not purchase right away. Email is a simple and extremely inexpensive way to contact customers with various offerings. This would also allow us to increase our target markets. For example, the UK Tourism Survey shows that an increasing number of young working-class families are taking holiday abroad. As younger people are more likely to have computer access and be knowledgeable in computer operation, it figures that this is a potential market where FTT may increase market share. Working class families without computers could still be included in the target market, but through other means of penetration. Over forty million loyalty cards were in circulation in the UK in 1999, and that number has undoubtedly increased substantially since (Evans 1999). Most cost-conscious Brits now have several such cards, and those motivated by price are particularly keen on using them. Partnering with several major cards could not only increase our visibility and presence, but attract customers that might not consider holiday travel. For example, we could offer a discounted package as a reward for points earned by a major loyalty card scheme, such as Tesco. Alternatively, we could join the scheme itself and offer points for a customers spend with us. In any case, being included in a scheme with extensive emails, newspaper inserts, and other advertising would reach cost-conscious consumers, a characteristic of our traditional customer base, who might not have considered package holidays before. We may also attract those who had purchased their packages elsewhere, at least to the point that they might inquire about our offerings, either in person or online. Some in this market will be surprised at the affordability of many packages. It is also likely that since customers attracted from this target market have never had a holiday abroad before, they would be nervous about both planning and going. As such they would find our servcies as a travel agency both convenient and comforting. Once they went once on a holiday package from us, we could make them part of our database, and provide various marketing endeavors to encourage their repeat patronage. The marketing changes discussed above give FTT the opportunity to once again dominate the travel package sector of our industry, to attract and retain customers from a wider customer base, and to ensure future growth and profitability. Our society is changing, but if we change with it we can continue for another forty years of travel excellence. REFERENCES Coleman, S. and Crang, M. (ed) (2002) Tourism: Between Place and Performance. Oxford: Berghahn. Evans, M. (1999) Loyalty schemes and the Orwellian Millennium. British Food Journal, 101(2): 132-147. Palmer, A. (1994) Principles of Service Marketing. London: McGraw-Hill. Sharpley, R. (2003) Tourism, Tourists and Society. Elm Publishing. Shaw, G. and Williams, A.M. (2004) Tourism, Tourists and Tourist Spaces. London: Sage. Vignali, C. (2001) McDonald’s: â€Å"think global, act local† the marketing mix. British Food Journal, 103(2): 97. WEBSITES www.cheaptickets.com www.cooptravelshop.co.uk www.expedia.co.uk www.gate1travel.com www.travelbag.co.uk

Computers and the Internet :: Computers Technology Technological Essays

Computers and the Internet For most of my high school career, I have used the Internet for my research. My method relied on printing out the material, highlighting the important sections and trying to interpret these sections into my own words to incorporate this research into my papers. I feel that the Internet has made it harder for students to use research in their work. Copy and paste are two of the best tools in the computer. When you do take information, there is no typing at all. With two clicks of a mouse, you could have a complete term paper after only a few minutes of searching. The temptation is there and with the increased academic pressures at college, many students succumb. The web is always available. In the middle of January, you don’t have to bundle up to go to the library all you have to do is type in a few â€Å"search† words and instantly you have all the information at your fingertips. Resources, when readily available, often get abused. This is the case with the Internet. Most college students feel that they are invincible. Who would be able to catch them cheating? No one. They go ahead and do it. Any person who cheats and gets away with it may feel a â€Å"high† of some sort. This might tempt them to try it again. The student then does it and gets caught. The ramifications could throw their life into shambles. What about a job or getting into another college? If a stricter cheating, copying and plagiarizing policy were in effect from middle school on, I believe that the problem may be cut in half. College may be the first place where a student is under a lot of stress to produce for him/herself and their families. If that student were confident in the writing and researching abilities, then they would have less of a chance to â€Å"crack† and plagiarize. Tough and earlier enforcement of plagiarizing consequences would help to cut back on the student’s temptation to plagiarize. Many people don't know about copyright laws. Therefore no one understands the term â€Å"copyrighted† According to Open Spaces magazine, â€Å"the core purpose of copyright laws as expressly stated in the constitution is: to promote the process of knowledge and learning.

The Xerox Company Essay

They help many businesses to be able to function and communicate. Xerox is a family business. The CEO’s brother and husband both work for the company. However the fact that Xerox is a family business has in no way affected the CEO’s ability to make business or personal decisions. The company’s best interest is always her top priority. The ability to keep her personal and business life separate is a unique characteristic that all successful management staff posses. After watching the Xerox video and thinking about the characteristics for managerial decisions, made me have no envy for the CEO’s position. The typical characteristics of managerial decisions are lack of structure, uncertainty of risk, as well as conflict. In fact, the way the CEO obtained her position was full of uncertainty and I am sure there was conflict as well. The way the former CEO was forced out of office seemed to show a lack of structure with no contingency plan. There was a past scare of bankruptcy that may have future investors and employees questioning the structure of the company. The new CEO has made several positive moves for the company but is still forced to eliminate jobs to reduce costs. The CEO of Xerox is much like many other CEO’s of other large corporations, humble, down to earth and they value their company as well as their employees. They understand that each one of their decisions will affect the rest of the company and those who keep it running. Unfortunately as the CEO she was faced with having no other positive alterative to correcting the deficit other than eliminating positions. The CEO understood that to ensure the future of Xerox was protected that she must make changes immediately. She measured the risks and the consequences and felt that it was in the best interest of the company to merge. In the end Xerox was faced with a grim future and tough choices. The CEO showed her skills in the decision making process while remaining equal and ethical to all interested parties. We all learned that in a management roll, especially the role of a CEO is faced with nasty ugly decisions. Every choice that person makes can make or break another person’s life. Choices are not always easy nor do they always come with an immediate positive solution. This CEO was Xerox’s last chance to remain a successful company in the future. The company took a huge risk for a sinking company and it paid off!. Risk assessment at it’s finest.