Google Case Study Essay

Google was founded in 1999 and has been around in your everyday life ever since. Ranging from search engines to books to email, Google is somehow incorporated in your lives everyday. Originally beginning with their focus on search engines and algorithms, Google has since widened their availability of products. In 1999, when Google first came about, the company’s mission was: Google’s mission is to organize the world’s information and make it universally accessible and useful. 15 years later, this is still the mission of the company. According to the article, it will take upwards of 300 years to obtain and organize all of the world’s information. That being said, it is safe to say Google has a long way to go but are they headed in the right direction? Google, just like any other company has goals and objectives. Some of their goals include: Growth Develop and maintain the â€Å"perfect† search engine Provide innovative products early and often To organize information and make the web faster and better for everyone (These will be discussed in strategies and throughout the case analysis) Strategies Google is no different from Burger King or from LA Fitness. All companies share a same goal, regardless of the industry they are in: market share and growth. Google’s main goal is to continuously grow and dominate the market/industry and be a leader for years to come. Upon entering the market in 1999, Yahoo and AOL were some of leaders in the industry. Google immediately changed that by becoming working at becoming a player in the industry. As of 2009, Google had 65.6% share of all US searches and 90% of all international searches. Meanwhile, the closest rival (yahoo) had only  17.5%. Since the very beginning, Google came about to change search engines everywhere. They wanted to offer a faster search engine that provided more relevant results, incorporating history of search, keyword frequency, and important pages. Thus began the creation of paid listings. At the very beginning, paid listings were advertisements all around the page: top, bottom and in the margins. Additionally, cost per click (CPC) came about as well. Advertisers began to pay for clicked links by consumers to compete for position on search results pages. The higher their link was on the results page, the more likely it would be clicked. Google changed this aspect into a cost per impression, meaning if the ad is viewed and nothing clicked, then the client is still charged a fee. Google also developed a CPC rate based on actual clicks to expected clicks forecasted by Google themselves. In 2003, Google began advertising editorial content along with blogs, something that had not been done by any competitor yet. AOL ended up giving Google the rights to advertise on their website costing Google $1 billion and giving AOL $330 million advertising credit. Over the years Google has encountered many rivals and competitors ranging from Yahoo and Bing to Ebay and Amazon. These rivals came about due to the innovative products created at Google. Google purchased companies such as YouTube, DoubleClick and Channel Intelligence while coming up with products such as cloud applications, Google Docs, Gmail, Google Finance and so much more. Google was leaving their main focus of search engines and dabbled into other categories in the industry. To some, this could be seen as dangerous and deadly to the company itself. Not for Google, anything they touched turned into gold. Google Docs immediately challenged Microsoft Office while Gmail challenged any and all free email websites. Google has also come out with tablets and mobile phones of late, allowing them to compete in yet another industry. Some might ask what is so appealing about all of their products? In my personal experience, I would say the ease of use is what appeals to me. Anytime I have used a product of Google, it is so easy to use and has lots of capabilities. Some might see this ease of use as a competitive advantage. When it all comes down to it, developing the â€Å"perfect† search engine is their main focus. Google has a philosophy that says, â€Å"Do one thing really, really well.† That is why the main focus of the company is developing the perfect search engine and organizing the world’s information.  Through paid as well as free listings, Google has developed a faster and more accurate way to sort search results. This will continue to be their focus in the future and Google hopes to master the art of the search engine. Google Culture and Values During its existence, Google has proven to be loyal to a certain set of values, principles and culture. In my opinion, this can be swayed as part of their business strategy as well. As part of there culture, they make these three things consistently known: 1. â€Å"Don’t be evil† – Do not compromise the integrity of search, effective advertising without being flashy, and do not allow ads on webpages that have no relevance. At Google they have a firm set of beliefs and this is an important one. Google makes sure to do things the right way and follow their moral and ethic code. They do not take advantage of publishers, clients or the customers. Google is here to provide a service as well as products and they do so in an honest way. 2. â€Å"Technology Matters† – Technology rules everything. Developing a faster and more accurate search query could only be done so through new and advancing technology. Google developed custom hardware to decrease costs a nd improve speed. 3. â€Å"We make our own rules† – The founders at Google ran the company in a different and unconventional way. They were very secretive to outsiders, only unveiling things that they were required to and nothing more. This leads into their unconventional governance structure as well. Governance at Google was an interesting situation when it came to the IPO. They decided to offer dual class equity, giving 10 votes per share of Class B and Class A receives 1 vote per share. Assuming that majority of people will sell their shares anyways; that left the CEO Schmidt and the founders, Brin and Page, with 80% control of the vote. This allowed them to control the strategy and direction of the company. They made it very well known the direction the company was headed in and that anyone who invests is not only investing in Google, but the idea and direction that Brin, Page and Schmidt want to go in. 4. â€Å"Do one thing really, really well† – This is basically a quote that Google has and will always live by. When Google first came about, the main focus of the company was providing a better search engine than what already existed. Google created algorithms that allowed for  quicker and more relevant search results. Between these algorithms and the deals Google scored with companies, they quickly jumped into majority market share. To this day, Google still acquires companies and has deals with clients to continuously improve search quality on and day-to-day basis. Do not expect this to ever change. There are other points that Google lives by but these four are the most important and outline their every decision, their every move. Situation Analysis SWOT Strengths 1. Brand Recognition – Everyone knows and has heard of Google. People have begun to use the company’s name as not only a proper noun but also a verb, â€Å"Googled it or Googling it†. To be so popular not just in the form of a search engine, but with all the products offered, that is a huge strength. Reputation is everything. 2. Acquisitions – â€Å"If you can’t beat them, join them†. That is a popular quote heard from time to time. Google has dominated the market since entry in 1999 and lots of companies have fallen to this quote. Google acquires competitors (current and possible future) from time to time, such as YouTube, DoubleClick and Channel Intelligence. This increases their reach towards possible new target markets, increasing revenue and profit. Most importantly, it increases market share. As a company absorbs competition, one would assume their market share becomes absorbed as well. 3. Algorithms – Google created an algorithm to link pages together that deserved attention. This allowed for faster and more relevant search results leading to Google becoming a true threat to competitors. Irrelevant results always swamped and spammed customers. Google found a way to trim this down and it also became a competitive advantage. 4. Free Services – Google offered free software to optimize advertising campaigns. Google Analytics allows companies to focus spending on specific keywords that are more popular so they are more likely to lead to sales. Weaknesses 1. Variety of products – I very well could have considered this one of their strengths as well. I firmly believe when Google came about, their main focus was to improve the quality of the search engine. Since then, Google has developed a wide variety of products ranging from books, email and videos all the way to mobile phones, operating software and Google docs. Offering a myriad of products and services can cause a company to lose their main focus. 2. Legal issues – Google seems to not be bothered by their legal issues. From copyright infringement (books) to searches by trademarks, Google has faced legal issues throughout their existence. There was a class action lawsuit in which Google ended up settling for $45 million with book authors/publishers for copyright infringement. In addition to that, placing competitor ads when a company is searched did not sit well with companies such as Geico or American Airlines. It created customer confusion and led to possible loss in sales for the clients of Google. These suits were also confidentially settled. 3. International Reputation- These legal issues were not solely domestic. Litigation for companies overseas ended in a different result, with the courts siding with multiple trademark holders rather than Google. Book scanning was resolved domestically as well but the results were opposite once again overseas. It seems as though Google has a poor reputation as a result of these legal issues overseas. Opportunities 1. Mobile Devices – Google has created an Android phone that is currently competing with top market mobile devices. They also have come up with Google Glass and tablets. There are more opportunities in this industry and large room for improvement on their existing products. Apple may dominate this part of the industry but it is not farfetched to think a company like Google cannot deplete Apple’s market share. 2. Full Service Portal – Yahoo currently offers a full service portal inclusive of sports, finance, email, calendar, tasks, etc. Google already individually offers some of these products. Maybe getting into the idea of a full service portal could be their next step? 3. Improving existing products – After initial releases of products, Google can weigh the popularity and success of each product. They  will know what is failing, what interests society and what they can/should improve on. Innovation is not only creating new products but also improving existing ones. 4. Advancing Technology – Google has acquired many companies throughout their existence, which allowed them to use new and uncharted technology. There is always new technology and Google is a multibillion-dollar company allowing them the possibility of purchasing if not creating this technology themselves. Adapting to new technology allows Google to gain an advantage over others in the industry Threats 1. Replacement Advertising – Google began advertising on search pages. Since the start of web advertising, we have come a long way. Now there are mobile phone apps that include advertising as well as social media sites. This could begin to threaten the market share and revenue of Google 2. Privacy Laws – As we know, Google is no stranger to legal issues. Privacy has begun to threaten Google in many different forms. One common for was through Gmail. Advertisements were chosen based on what the email said but no one was actually looking; there was simply an algorithm in place to extract that information and process it. The search history can be accessed and people think this invades their privacy as well. Your search history is available for up to 18 months. 3. Substitution- With the variety of products offered, each one has one or more competitors. If legal issues continue to rise or prices become too high, it is possible that customers switch from Google to their competitors. The threat of substitution is high in the sense of products other than search. Some would say they do not see a difference between Yahoo, Google and Bing BUT this is not a threat because as of 2009, Google had 65.6% of all US searches. If there is no difference, then where is the threat of this number to decrease? Why would anyone switch from the current search engine that they use? Competitive Advantage and Resources Resources and competitive advantages seem to go hand in hand here at Google. A key resource is the employees. Google has approximately 48,000 employees; this calls for a wide variety of knowledge and talent. Each employee brings  something different to the table. Google stresses individualism and personal projects. If 48,000 people are striving to improve the company and create new possibilities, that would make employees a phenomenal resource. Another resource is their algorithms. As I have stated throughout this discussion, Google created algorithms to create a faster, more dependable and relevant search engine. Developing these algorithms allowed them to sustain a competitive advantage. In fact, some competitors even wanted to purchase the use of these on their engines (Yahoo and AOL)! Instead, Google went ahead and created a search engine becoming a direct competitor. Another resource, which might actually seem odd, is the founders and CEO of the company. They run Google in an unconventional way but it has really paid off. They developed a set of values and pounded this culture into all heads at Google. Technology is another resource used at Google. Technology in general is always changing and people constantly have to adapt. Google is a driver of technology and constantly brings products to the market. Google uses technology to succeed as well as incur a profit. The above resources can also be considered competitive advantages for Google. The algorithm that was created set Google apart from competitors and allowed them to enter the market. They immediately began obtaining market share and competitors could not compete with that type of search engine. Brand recognition is another competitive advantage. If people were to give me the option to use Bing, Yahoo or Google, I would hands down always use Google. Not that I can tell a difference but simply because I am accustomed to it. It is well known and developed in so many facets of the industry. Another competitive advantage that Google has is its free software. The competitors cannot afford to offer free services to clients, which gives Google a leg up on the competition. It allows Google to tap into new markets, further tap into current markets and please current clients. Data scraping abilities (which I have direct contact with) is another competitive advantage. The data scraping capabilitie s at Google are unbelievable. The resources they have here allow them to analyze every bit of data possible. This leads to better and more accurate services for clients, enhanced keywords, and an enhanced overall experience for clients. Porters 5 Forces Threat of new entrants – Some would consider this high but I think it varies depending on which segment you are discussing. In the search engine segment, I would say the threat is low but when you look at the multitude of products offered elsewhere, there is always a high threat. Costs to enter could be high in some segments while low in others. While profits are attractive and could result in new companies entering the market, Google as a dominant firm can turn these potential threats away. Threat of Substitutes – This has the same basis as threat of new entrants. Depending on the product, the threat could be high or low. Cell phones and tablets have a ton of possible substitutes out there and that can cause customers to switch brands. Varying prices of products or differences in quality can cause a high threat of substitution as well. Rivalry- High. There are rivals in every segment of Google’s business. Search engine has Yahoo as its biggest competitor but not limited to just them. There is also Bing, AOL, and other small competitors. The existence of innovation and new products keeps the rivalry intense amongst competitors in the industry. Similar products and similar goals keep the rivalry constant Bargaining power of suppliers – Low. The main suppliers of Google are engineers. Due to the number of engineers, the supplier has low bargaining power. Google has 48,000 employees and if engineers feel they can do better elsewhere, then Google will find replacements. Being such a large and successful company almost has Google on a pedestal. Who wouldn’t jump at the opportunity to work for them? Bargaining power of consumers – Also varies based on what product is being discussed. When you discuss tangible products such as mobile phones or tablets, power is high. When it comes to search engines, Google Docs, Gmail, etc, power is low. Although there are other substitutes to these items listed above, the interface and software of Google sets it apart from  the rest. The threat of switching is non-existent. Critical Success Factors – these are factors that are necessary for a company to achieve its mission. For Google, the following are CSF: Speed and accuracy- The faster results can be displayed with accuracy then the more likely that people will use Google. This is how Google set themselves apart from the industry. New algorithms allowed for more relevant results at a quicker pace. Quality search results – As I stated above, the algorithm allowed for relevant results. People were being spammed by random links not relevant to what they were looking for. Innovation- Google is constantly bringing products to the market and attracting new target markets. Not only are they bringing new products to light, they are changing and improving existing products Culture – This is a CSF for Google because it sets them apart from competitors. Google stands by their beliefs and their culture 100%. They do not deter from these beliefs regardless of the situation. It allows them to think outside the box and differently than competitors Ease of use – Older generations are not completely acquainted with the use of technology and probably never will be. The ease of use could help close that gap tremendously and allow for Google to tap another market. The multitude of products, software, hardware or tangible products need to be easy to use. Even my generation has trouble with software and hardware, it is like a second language to some! Alternatives and Recommendations A few possible alternatives that Google can do are become a full access portal, increase personal time to 20% (making it a 60-20-20 system) and focus on improving existing products. Becoming a full access portal will allow Google to take some additional market share from Yahoo. Currently Yahoo offers finance, sports, mail, news, etc. all in one place. Google needs to put this into action. The pros of this are that Google already has these things but offers them separately. Google has the Gmail option, finance, news, maps, books and much more. It already has the pieces and just needs to combine them into  one place. This should not be hard with all the talented engineers on staff. Another pro is that the market share is bound to increase. Google already has many loyal customers to different segments of the market. Some might use Yahoo for things not currently offered in the same place. If Google offers sports where it has email and finance (for example), it could take away customers from Yahoo. A con is that this is a big risk. If the interface is not easy to understand or follow, people might abandon these options altogether and go directly to a competitor. Increasing personal time spent on projects to 20%, changing the culture to a 60-20-20. Currently Google encourages personal projects and stresses to work on a 70-20-10 basis. Google says they do not mind spending money now if it can lead to possible wealth over time. For this idea, there are a few cons. Employees could get caught up in their personal ideas and projects leaving the important ones assigned by managers past due. This could also be seen as free time and some might take advantage of it as a break from work in general. Another con is if 48,000 employees are working on their own projects 20% of the time, it might not be time well spent amongst everyone. Even if everyone is working diligently on a project, these projects might not pan out and that is a lot of wasted time. One of the biggest pros is high risk, h igh reward. Google is willing to take a risk after evaluating projects developed by employees. Allowing them to work on personal projects 20% of the time can create more opportunities to â€Å"hit big† for Google. Another pro is the encouragement of creativity. Personal projects call for creativity and this can then transfer over into the 60-20 time spent elsewhere. My last suggestion is to focus on existing products rather than continue to increase the amount of products they have already. Google came about and was focused on search but since then have brought multiple products to the forefront of the market. While they have been mostly successful, existing products can still be tweaked to gain maximum exposure. The main pro of this suggestion is that the kinks and problems existing could be resolved. Google could perfect already popular and existing products with the possibility of taking demand from competitors. Another pro is redirecting their focus back to the original product and the main source of revenue. Search was the first product of Google and even today it makes up the majority of the revenues (including advertising since they are hand in hand). Some cons are that they could be missing out on the next big thing. Putting all focus on existing products might have Google miss out on a hot new product that could really bring a big boom to the company. Another con is there might not be much more additional potential to focusing on existing products. They have acquired companies and competitors throughout their time and this is one way to focus on existing products. Another recommendation is pretty simple and quick to the point. Get rid of products that do not have high value to the company. The scope of the product line is wide and I do not think it is possible that all are value-adding products to Google. While some might be reaching large audiences and bringing high profits to the company, there are always some that are not doing so well. While they still might be making a profit, the workforce could be used elsewhere and that might have a higher value than the non-core product. Resources and time could be used elsewhere to perfect other products or to create new and innovative ones. The con is that while it might not be adding â€Å"value†, the product is still bringing in a profit. Google is very successful and would not have a product existing that currently has costs outweighing benefits. They are too smart for that. Giving up on a product might not be the correct decision just because it is not bringing in expected amounts of money. My recommendation would be to combine the 60-20-20 option with the focus on existing products option. While the 60-20-20 idea can cause a lack of focus, intertwining it with the existing products idea allows that focus to still be there. Employees can incorporate work on existing products in that additional 10% of time as well. Allowing companies to work privately on anything could prove to be a bad idea but pairing it with existing products will benefit the company. Imagine 48,000 employees focusing on existing products. The sky is the limit and Google can really blow competitors out of the water. I decided the full service portal is not a good suggestion. The risk of it not being easy to access and maneuver around does not outweigh the benefits. Customers already use a variety of products regardless if they are all in one location. If putting theses product in one place backfires due to difficulty of use, customers may go to Yahoo and begin using their portal. Google already has a sense of customer loyalty so  why try and change something that is working. Implementation The recommendation at hand here is to increase personal time to 20%, making the culture at Google 60-20-20 while maintaining focus on existing products. To begin this recommendation, Google should select a percentage of employees to test this out. Of 48,000 employees, they cannot have everyone working on personal projects right off the bat. It might lead to laziness and lack of effort across the board. Google should select maybe 5% of the workforce and allow them to allocate additional time towards personal projects. Google can then compare it to prior months focus on core business and see if they still maintained focus. If this was successful, then little by little introduce the workforce to this new concept. Another part of this implementation would be to have different shifts. Everyone cannot work on personal projects at the same time. Setting aside different shifts for the personal time could prove pivotal to the success of this idea. Google likes the idea of these creative concepts and have used them before. Gmail is an example of the â€Å"personal project† and now that has flourished into a leading email in the industry. Google has no problem investing in long shots and extending to 20% would do just that. Another part of the recommendation was to put focus on existing products and tweak or perfect them. To begin implementation, analysts at Google need to perform an industry analysis and provide some data on the competitors that exist with similar products. Google needs to have numbers and data comparisons so that they know how their products are doing in comparison to possible substitutes. After analyzing the industry, Google would send out customer surveys. All customers are in a database and have their emails, addresses, phone numbers, etc. on file. Google will find a way to reach the customer, send them a short survey on what they like, what they don’t like, what needs improvement and other beneficial questions. To figure out what needs improvement, you MUST talk to the users of the product. Upon finding out what is liked, what needs fixing, Google must assign a task force to tackle the job. This can now be intertwined with the 60-20-20 change stated above. While it may be a core business task, the idea of how to fix a problem or tweak a product can  be completed during the 20% personal time. Once the task force has been assigned, the product will be evaluated by everyone on the task force. They will be encouraged to give blunt honest opinions on the product as well. These employees are more knowledgeable than the everyday user so they might have different ideas that could be acknowledged as well. Once the survey period has ended for both customers and employees, brainstorming must begin. Individualism is encouraged but working in teams can help brainstorming run more smoothly. Ideas will be bounced around and once they can settle on what needs to be done, the â€Å"how† part takes place. Strategies on changing, marketing, and promoting the new product need to be derived and approved by managers. Once the strategies are derived, products will begin to go through the makeover process. Throughout this makeover process, Google will begin marketing and promoting the changes that are coming. The public will become aware, arousing curiosity as to what Google did to make this amazing product even better. This will lead to some hype and Google, like usual, will please the customers and the public. Google’s mission is to organize the world’s information and make it universally accessible and useful. They have been doing this since 1999 and have a long way to go. Focusing on existing products by fine-tuning them will help change the world forever. Allowing new and great ideas to develop internally and then possibly taking a risk is what makes Google great. Google is an innovative company, changing many segments of many industries ever since Day 1. Just as the article says, everyone fears Google†¦as they should.

The presentation of individuals and society in the novel, Dr. Jekyll and Mr. Hyde

Choose two extracts from the novel and use them as a basis for your discussion of one of the following topics: 1. The ways in which places and settings are used in the novel; 2. The presentation of individuals and society in the novel; 3. Stevenson's methods of developing tension and a sense of horror in the novel. For the purposes of my analysis, I have chosen option two: The presentation of individuals and society in the novel. The two extracts that I have chosen for the analysis are: Utterson's first meeting with Mr. Hyde and his subsequent description of him (in the chapter The Search for Mr. Hyde) and an excerpt from the last chapter Henry Jekyll's full statement of the case. In this essay, I am going to discuss how Stevenson presents the individuals and the society in the novel. In order to make a clear interpretation, I am going to be using the novel as well as my background knowledge of the time and context in which the novel was set. I will also review Stevenson's experiences, which might have led to the creation of the story. Firstly, I will examine the society presented by Stevenson in this novel. The entire story revolves around the upper/middle class. There are only hints of other social classes in the form of workers and servants, employed by the rich people. The four main characters of the play have much in common; they are all rich, well-educated and professional men: Utterson is a lawyer; Enfield is a well known man around the town, showing his popularity. Lanyon and Jekyll are both doctors, which shows their high professional status. Another trait that all these men have in common is, they are all cold and distant yet likable. Also, they are all un-married. Below is an extract from the book, outlining Mr. Utterson's personality: Mr. Utterson the lawyer was a man of rugged countenance, that was never lighted by a smile; cold†¦backward in sentiment†¦ and yet somehow lovable. Another interesting fact regarding the novel is, not one of the main characters is a woman, this shows the nature of the society. The society at the time was a male-dominated one. Some have argued that this gives the novel an empty feel. Readers agree that, the severe lack of women from the settings creates unease in the novel, which can be felt slightly. This particular writing trait that Stevenson employs can be linked back to his own childhood, Stevenson had a strong father figure and thus, the imbalance in sexes is noticeable in the writing. In the novel itself, each of the characters face a varying dilemma. Utterson seems at peace with the world and doesn't want a wife whereas, Jekyll seems to change into Hyde because he is sexually frustrated. Jekyll is one character who would be content with a wife. Here, another flaw in the society seems visible; Stevenson's subtle language sets up the male-only society in order to push Jekyll into becoming Hyde. Stevenson exasperates Jekyll and through his tactical writing, he also thoroughly entertains the readers. The main character of the novel seems to be Mr. Utterson. Stevenson writes the novel from Utterson's perspective, events of the novel and the story-line itself is viewed through Utterson's eyes. For example, when the reader first learns about Hyde, it is from Utterson's detailed description. Automatically, the reader then perceives Hyde as Utterson does. The readers are also inclined to feel the same emotions Utterson feels regarding Hyde: †¦the hitherto unknown disgust, loathing and fear in which Mr. Utterson regarded him (Hyde). The interesting factor is that Utterson is never the narrator of the proceedings in the novel. However, he is always involved in some way, even in the scenes where he has no direct role. Another interesting factor is that even though Stevenson doesn't employ Utterson as the narrator, he tailors him with narrator like features: he is calm, considerate and usually emotionless. Stevenson uses him to great effect towards the end, he surprises the readers by turning the passive character of Utterson, suddenly into an active member of the novel. The author reveals the other side of Utterson's character as being decisive and strong, and this allows the reader to be further interested in the novel: I must and shall see you†¦ if not by fair means than by foul – if not of your consent, then by brute force! Another key character in the novel is Dr. Lanyon. He is only thrust into action when Hyde goes to visit him. Stevenson heightens the drama of the story by not allowing Lanyon to confide his experiences to Utterson and the readers. The reader is made desperate to know what Lanyon refers to as: it could kill a man by its mere presence. The reader later gathers that he is referring to Hyde. After Lanyon watches Hyde transform to Jekyll, Lanyon's whole demeanour changes to a dying man, but he never reveals the cause for his sudden ill-health: I have had a shock and I shall never recover. It is a question of weeks†¦ There could be two possible reasons why Lanyon doesn't reveal the truth; he may believe that by divulging the details he may tarnish the old friendship between himself and Dr. Jekyll. However, this reason doesn't seem very likely because the friendship between the two was long lost. Below is a perfect example, showing that the friendship is long gone (Jekyll's thoughts about Lanyon): †¦that hide-bound pedant, Lanyon, at what he called my scientific heresies. The second simpler reason could be that, Lanyon believes even if he did divulge any details, people would not believe his claims. He is worried that he may be labelled a lunatic, and obviously wants to avoid that predicament. Stevenson has used masterly language in order to construct the characters of Dr. Jekyll and Mr. Hyde. His language clearly conveys them as two separate people yet it also outlines the gigantic difference between them. Early on in the story, Jekyll informs the readers about his theory regarding Hyde: Man is not truly one but truly two. Throughout the novel, Stevenson conveys Hyde as the lower instinct and id form of Jekyll. The author wants the readers to believe that Hyde is a selfish, animal side of Jekyll. This strange phenomenon could be linked back to Stevenson's childhood. In that circumstance Stevenson being the mischievous child representing Hyde and Stevenson's father being upstanding and respected, representing Jekyll. Hyde also seems to rebel with Jekyll like Stevenson did with his father. Stevenson wanted to be an author, but his father was against such a career but Stevenson became one anyway: Jekyll had more than a father's interest; Hyde had more than a son's indifference. To make the novel a success, the foundations must be strong; this relies on the fact that the reader perceives Jekyll and Hyde, as Stevenson wants him to. The author wants the characters to be completely different, yet be the same person, and to convey this Stevenson uses descriptive language: (Jekyll) Every mark of capacity and kindness†¦ AND A large, well-made, smooth-faced man of fifty†¦ On the other hand, there is a stark appearance between Jekyll's description and Hyde's: (Hyde) He had borne himself with a murderous mixture of timidity and boldness AND There was something wrong with his appearance; something displeasing, something downright detestable. Now as we can understand from the above quotations, Stevenson uses alliteration to convey the descriptions of both the characters. Some examples are- downright detestable; murderous mixture. This vivid language leads the reader to believe in Jekyll and Hyde. The author conveys Hyde as being completely opposite of Jekyll, even through the name. Hyde is a monster hidden within Jekyll. The more dramatic interpretation would be conveyed as a struggle between good and evil. It seems clear that Hyde is always present in Jekyll: at the start of the novel he just hasn't been released and thus, Jekyll had complete control of the situation. The problem arises when Jekyll starts taking the metamorphic potion; at this point Hyde emerges and begins to take control. It's clear that Hyde gains strength from the actions of Jekyll; this point is further enhanced if the reader concentrates on Hyde's appearance. Hyde doesn't seem to be a tall person, and thus his character is not strong enough to challenge Jekyll. However, Hyde's continued nourishment through Jekyll's weaknesses means that eventually Hyde becomes increasingly potent: The balance of my nature might be permanently overthrown†¦ and the character of Edward Hyde become irrevocably mine. This revelation proves that, the metamorphic potion is truly a changing potion, it reverts Jekyll to a weaker character of Hyde. Once Jekyll starts taking the potion, the characters of Jekyll and Hyde become vague and unclear: it even seems that both the characters want to be separate. An example of that is when Jekyll refers to Hyde as him not I. From Jekyll's language it seems that Hyde is no longer a part of Jekyll but someone else. Finally, Jekyll explains that the character of Hyde is completely different; in a sense Jekyll lets Hyde do whatever he pleases, without the fear of consequences or society: †¦ the liberty, the comparative youth, the light step, leaping pulses and secret pleasures that I had enjoyed in the disguises of Edward Hyde. Thus, the position of Hyde in the novel is grotesque and mysterious. He stands apart from the rest of the society; he is ugly, disturbing and unlovable. So, Jekyll is able to enjoy two positions in the society, one being in the centre and the other being on the extreme edge. In conclusion, Stevenson conveys both his own rebelling and then escaping aspects in the novel. Stevenson rebelled by roaming the streets of Edinburgh at night and then escaped to Samoa. Stevenson also constructs the society to an odd proportion, by placing no women in it; this seems to reflect a classical hypocritical Victorian society. However, throughout the novel the atmosphere seems to be perfect for the Jekyll/Hyde situation and thus, makes the novel a fantastic read.

Legalities related to sexual harassment policies for the workplace Research Paper

Legalities related to sexual harassment policies for the workplace - Research Paper Example Before filing a case against the offender, a victim must remember the place, date, and time of the sexual harassment besides any witness if possible. The harasser needs to be blatantly made clear by the victim to behave and mend ways. If there is no sign of amending ways, a warning needs to be made of the repercussions in legal terms through filing a case at EEOC (Equal Employment Opportunity Commotion), which can help the victim. An employer cannot be held responsible if no such policy is in practice at the workplace to tame the bad conduct but once a complaint has been made, taking action against the offender becomes mandatory for the employer to save the employer’s skin (Bhatnagar, 2007). Employees at state and federal level are also protected under the sexual harassment law. Title VII of the Civil Rights Act of 1964 under the federal law provides remedy for workplace harassment. This law is applicable to firms with fifteen or more employees. Where employee strength is less than fifteen the state anti-discrimination law comes to the aid of discriminated employees. Regarding single-gender harassment, there is provision to file a case against the employer whereas there is no unanimity over single-gender harassment in state laws (Larson, 2003). Basically, there are two simple types of workplace sexual harassment, Quid Pro Quo Harassment and Hostile Work Environment Harassment. In Quid Pro Quo type, the employee has to bear the gender based discrimination to remain in the job, avail routine benefit, salary hike or promotion. A hostile work environment affects the job performance of the employee by making the environment abusive. For inquiring into the workplace environment, we need to analyze the factors responsible for the conduct of the offender. It is crucial to confirm whether the offender’s behavior is verbally or physically wrong, how random the occurrence of the offence is, whether the behavior is just unfriendly or undoubtedly objectionable , what is the rank of the offender, whether the offence is committed taking along others by the offender in the league of perpetuators’ aiming at the victim singularly or including others as targets (Larson, 2003). Sexual harassment of verbal type can be judged on the overall happenings, depending on factors such as: The type, frequency, context, and specific aim of the remarks; Whether the comments were unfriendly and mean; Whether the alleged harasser pointed towards the victim while making a hostile comment; Whether the victim reacted by participated through return comments; and The level of kinship between the victim and the alleged harasser. To initiate action for sexual harassment, the plaintiff must prove that: 1. The plaintiff found the behavior to be hostile, abusive or offensive; and 2. Any person of balanced attitude in the same situation would consider the behavior hostile, abusive or offensive. It is to be noted that the plaintiff need not be necessarily a victim of the ordeal to file a claim against workplace sexual harassment. As stated above the federal cases can be filed with the EEOC, but it first requires case filing against the behavior of an administrative agency; state and local bodies also listen to such complaints under the state law. There is possibility that a state

Acceptance of Children With Disabilities Essay Example | Topics and Well Written Essays - 500 words

Acceptance of Children With Disabilities - Essay Example relation to the education and other services they provide. This means they must plan ahead, identify barriers to learning and, as far as possible, take action to remove them; schools are also required to draw up accessibility plans". (http://www.everychildmatters.gov.uk/ete/agencies/primaryschool/)Bicker (1995) is of the view that successful inclusion of a child in a classroom setting consists of three key factors. The first factor comprises of the attitude of the teacher. Throughout the school day, young children without disabilities are able to perform a number of tasks that a disabled child may not be able to carry out or may have difficulty in executing. Thus, it often falls upon the teacher to administer the situation in such a manner that the disabled child does not feel humiliated and/or self-conscious about his inability. In addition, the teacher also has to help the children without disabilities to understand and be sensitive towards his/her peer(s).

Characteristics of Film Noir Essay Example | Topics and Well Written Essays - 500 words

Characteristics of Film Noir - Essay Example Obscurity and profound black scenery reflected the sinister face of American dream (Westcombe). Film noir or black film referred to characteristic movies well thought-out to be apprehension pictures, murder mystery or misdemeanor melodramas (Hirsch 71). The late 1940s saw Hollywood put in place standard style to depict cops, lawbreakers and private detectives universally. Film noir also has a romantic recounting of love. Romantic narration is evident in films like â€Å"Postman Always Rings Twice† and â€Å"Double Indemnity† and creates the mood of an irretrievable past, a premeditated past and all-enveloping despondency (Hirsch 168). Dialogue is an essential element of film noir and it is usually brusque. Dialogue is brought about by characters who contemptuously or straightforwardly express themselves (Hirsch 74). Film noir characters often make wisecracks like in Mitchum in 1947’s â€Å"Out of the Past†. The wisecracker’s daring witticism and angry replies are risky and hilarious. For the audience, these aspects are impressive since the character, despite knowing they have messed up, cares less solely depending on their fast tongues and wits for rescue. Lighting in film noir scenes does not just involve light addition (Westcombe). Instead, lighting is used to form shadows which to the audience depict that danger prowls around the corner. Lighting in film noir should come from the sides as this varies the intensity across the person and creates depth to the subject through appending dimension (Hirsch 84). An exception of side lighting in film noir is during a criminal’s interrogation when the light can be bright directly on him or her. In addition, creation of sharp and discrete shadows is created using a single point of light. Sharp discrete shadows are used by audience to construct comprehensible mental images of the objects casting the shadows (85). Distinct approach to camera settings

INTELLIGENCE Essay Example | Topics and Well Written Essays - 1250 words

INTELLIGENCE - Essay Example However, the legislations pending offers CIA director with ways of prohibiting its Inspector General from handling the matters when reviewing poses a threat in the security of the nation and that is a risky loophole. Other bills that were recently introduced also have useful provisions. A single bill required that the committees of intelligence be provided prior notice for covert actionsi. It highlighted that in certain specific cases where time is important and the head of state determines the actions is crucial to the interest of national security of the US, the president may spearhead a covert operation with no notice. But when in those scenarios the president need to notify the panel within 48 hours, and the bill will prohibit the funds expenditure when actions are necessary but needed that record be made and that the outcomes be confined to the writing within 2 days. Additionally, the prohibited finding to incorporate requests from the US 1 Government to other nations or private members to carry out the covert action on behalf of the nation. Consequently, the expanded current reporting needs regarding the transfer of covert to include the transfer reporting within one financial year of the collection of items worth a million dollars or more. The provisions do not incorporate other attempts in legislating the fidelity or iigood judgment to the law. Rather, they are confined in practical consideration. Meaning they are important to making the proper foreign policy and the efficient functioning of the nation. A conventional theory of the rules and guidelines is that the policies formed through the democratic process and consultations are normally better than those developed through other mechanisms. The analysis is based in the balancing questioniii. The nation needs to balance the implication that may arise from disclosing the secret against and

Creative Exercise Essay Example | Topics and Well Written Essays - 500 words

Creative Exercise - Essay Example Instead, the government will rely on the business license renewals, sales taxes, real estate taxes, and other non-individual tax revenues for its operation. I will lead them into a world where education is of the utmost importance and yet costs the parent very little to spend on. It wont be hard to do this because the child will be home schooled by their parents, using the internet as the basis of their classroom setting. Standardized testing of the child will be done by the Department of Education thus, only the testing fees shall be charged as additional government revenue. The test will be the prerequisite to moving on to the next level of education just as in a regular school. The world that I envision is one where people will not want nor lack for anything because all the taxes collected shall go towards providing with public with as much free services as possible. This will include free medical services with nominal fees charged for major operations and procedures. Mine shall be a world with a government that is down-scaled because only the most necessary government offices shall be in place. Redundancy will not exist because government agencies will know how to multitask in the service of the people. The Utopian world that I shall lead the people to will take them back to the simpler times when people grew their own food and farming was the proud way of life that people used to sustain themselves. It is a world where sharing is the key to survival , not money. Of course I shall lead them towards this type of world and lifestyle to the best of my abilities. Whether I successfully lead them or not will depend upon whether they are willing to make sacrifices in order to achieve the utopian society that I will strive to create for everyone

Compare and Contrast the styles Stephen King uses to bring terror to Essay

Compare and Contrast the styles Stephen King uses to bring terror to the reader in his books IT and MISERY - Essay Example This apart, he also shows mastery in turning ordinary animals around into beings that perpetuate blood-curdling terror in humans. The rabid bat and the dog in ‘Cujo’ are classic examples of this type. King also shows definite traits in creating horror through science fiction and possesses an uncanny ability to weave it into the fabric of everyday life, and to create suspense that leaves the readers begging for more. He also manages to blend into the tension felt by characters, into every day situations, like: when the hero or heroine goes into an attic the fear they feel becomes tangible to his readers. Such effectiveness is perhaps attributable to the talent he possesses in spinning a web of different elements of horror to trap his audience into its meshy threads. Literature which falls into the category of horror often explains the source of horror through supernatural events. Works of Stephen King are no exception to this. The writer also uses settings to evoke horror in the reader’s mind. For example, gurgling sounds issuing from the closet’s drainpipe and the monster springing out of it, in the novel ‘It’ is an excellent example of how king can employ settings to create horror. Similarly, writers present old houses, damp cellars, dungeons, forests and abandoned castles in horror fiction to evoke a sense of the primordial fear in the readers. Fictional horrors have a great effect on the minds of people because often readers are tempted to believe that the incidents portrayed can actually happen in their lives. Generally, the main theme of the horror literature is the struggle between good and evil forces which is true in the case of King also. However, a unique attribute of King’s writings is his skill, in explaining things rationally with the help of horror. A good number of horror novels deal with the thirst for knowledge and how it affects our society. Most of such novels fall into the category of science fiction.

Quality Management In Health Care Research Paper

Quality Management In Health Care - Research Paper Example The growing predominance of chronic illness and the search for less costly delivery settings, post-acute and long-term mental and physical health care services are increasingly important. ( Huq & Martin, 2005) Expenditures for nursing homes and home health care have grown as a percentage of NHE from 8% or $48.9 billion in 1988, to 13.2% or $171.5 billion in 2000. Medication is one of the most important tools for the healthcare and psychological field in the United States used to help treat people with mental health problems and psychological abnormalities. (Carson, K. D., Carson, Roe, C. W., Birkenmeie & Phillips, J. C., 1999). During the past decade, mental health researchers and professionals have seen a rise in the number of prescriptions being given to mental health patients in the United States, especially to children. Keeping that in mind, it has been tried to find if overmedicate these mental health patients in the U.S? Nursing homes are the principal institutions for long-term care delivery to patients with mental health issues. In 2000, there were 17 thousand federally qualified nursing homes in the United States. Medicaid is the primary payer for nursing home services, accounting for 68% of nursing home patients in 1999. Medicare covers only a small percentage of nursing home services, accounting for 9% of patients in 1999. (Grol, R., 2001) In contrast to hospitals, two-thirds of all of the nursing homes are under private, for-profit ownership. Hospitals and inpatient care have long been a central feature of the U.S. health care services industry. (Huq, Z., & Martin, T., 2005) With the development of antibiotics and improved surgical techniques and anesthesia in the mid-20th century, the hospital became the hub for the practice of medicine, earning its designation as â€Å"the physician's workshop.†

Personal Development Plan Part 2 Essay Example | Topics and Well Written Essays - 2000 words

Personal Development Plan Part 2 - Essay Example the same time, though, I realize that such output, while good, was not my best, and that I could have done better had I exercised proper time management instead of procrastinating. It is for this reason that I chose to work on my weaknesses as the focus of my personal development – in this case in particular, fixing my weaknesses will allow me to utilize my strengths to greater effect. Time management – a concept our parents and teachers have been beating us over the head with ever since elementary. Those of us fortunate (and diligent) enough to gain a good grasp of it early on usually end up becoming successful enough, while those who fail at it often end up failing at everything else. This is not too noticeable in elementary and high school, where students have their daily schedules predetermined – they know what time each subject is, which saves them the trouble of having to fix their schedule. In college, however, time management and/or the lack of it becomes more readily apparent. According to Penn State’s University Learning Center (2001), the greater freedom of movement in college means it falls down to the students themselves to manage their time as they please. Before discussing my time management issues, though, I feel it to be more important to first define what exactly time management is. According to Steve Pavlina (2008), time management boils down to deciding what one must do and then doing it. And while these steps may look simple enough to understand at first, another question immediately follows: what exactly should one do at a given moment? Opportunity costs also come into play as no matter what course of action one chooses, it will always involve forgoing the results that could have been gotten from the other options. Thus, as in business, it becomes necessary to choose the path with minimum cost, yet maximum satisfaction. In short, time management should focus on scheduling the best task for a given period of time. All other side

Speech Analysis Essay Example for Free

Speech Analysis Essay The speech about homelessness in the United States was a great one, but there were few things that needs to be improved. He needs to avoid speaking too fast, and the camera should be focused on the speaker alone. While giving a speech, it is very important for the speaker to present his points clearly and concisely. However, this speech can be improved if the presenter takes into consideration the speed of his speech. The speech was very good likewise the structure of his presentation. In addition, the way he presented himself, vocabulary used, and the way he organized his point were fantabulous. However, he ended his speech with a rhetorical question saying â€Å"Are we willing to change?† Beyond no reasonable doubt, the question he left was meant for no one to answer, but a change is required in order to counteract this question. Generally speaking, my overall grade for this speech is an A.

Consumer Demand for African Food in Liverpool

Consumer Demand for African Food in Liverpool Abstract The aim of this research is to observe and explain consumers preference for African food in Liverpool. By identifying the attitudes towards African food, evaluating the different factors that affect the availability and accessibility of these foods within the city, the effect of globalisation processes on food production to consumption. Three different theories have been used in this research, the Theory of Reason Action, Theory of Planned Behaviour, the Actor Network Theory and the theory of consumption. The global production network which seeks to identify the geographical spatiality involved in the network process of crossing African foods to UK. The actor-network theory is used to explain the different actors/actants in the global production network. The theories of reasoned action and theory of planned behaviour used in this research intends to explain consumer attitude, preference and behaviour towards African foods. It is however observed that African consumers tend to prefer African traditional meals but this is affected by cost, time and distance. A combination of qualitative and quantitative research method is used to better interpret the outcomes of the result. A total of 150 respondents where interviewed from various part of the city, including students, young adults family etc. Cutting across different age groups. Owners of African food stores and restaurants were interviewed using both structured and semi-structured interview. Individuals were selected randomly, to verify interest in African foods. Chapter 1 Introduction The importance of food as a necessity of life goes beyond physical nourishment. Anthropologist and sociologist emphasize that food practices are prime means through which social relationships are formed. (Johnston et al 2006:272). A familiar saying goes â€Å"we are what we eat†; food links us to the rituals and recipes of previous generations, creating a network between families, wider communities, and the global trading network of producers, distributors and consumers. More so, we are transported into the world of others as we experience the tastes of unknown tradition and cultures. Food choices make profound impact on the environment, health and welfare of others, challenging the ideas of tradition and identity. Travel and immigration have also resulted in the changing and shifting of traditions over the years. National identities have been created also by food traditions in distant lands among people of similar culture and background. Food is an indicator of cultural tradi tions, values, and how food traditions develop and evolve over space and time. Much talk of globalisation of foods have helped in shaping traditions, cultural diversity, social and political economy of places, (Bernstein et al 1990: 9, Tinker 1997: 137, 143) however, not all kinds of food are very welcomed in some places, though may not be stated categorically, it can be observed within cities and communities most probably as result of economic policies, cultural differences, international trading policies. Traditional food is a vital aspect of the African cultural heritage. The production processing sale and distribution of food products enhances cultural and ethnic coherence in communities. Consumers demand for safe and tasteful traditional food products (Cayot, 2007). However, there is also a demand for varieties of ethnic foods in multi-ethnic cities and community. The definition of food encompasses matters of moral and cultural significance, differentiating food products, providers and consumers (Cook et al 1996). Food has always had a long history of constructed associations which involves associations of places and people, and has been used as emblem of national, regional and local identities (Murcott 1995). Johnston et al claim that there is no single geographical literature on food with its own coherent themes and problematic, as the study of food is found in economic, political, cultural, social and biological aspects of geography. Therefore food matter does not sit within the confinement of conceptual and spatial boundaries (Johnston 2006: 272). Key issues surrounding topic The speed and reach of globalisation, travel and trade, bring all kinds of diverse foods together. This has however affected the definitions of particular national food culture (Murray). The influence of travel and migration can be seen on major streets and cities in United Kingdom with a rich mixture of nationalities, Indian curry houses, Jewish Bagel shops, Chinese buffets restaurant, Italian restaurant, Mexican among others. However, the presence of African food restaurants seems not a loud as the others considering the long standing history of Blacks in the city. The absence of physical representation of the African food culture around the city especially in everyday cultural display such as in food, as compared to the Asian presence of Chinese, Indian, Thai, Mexican cuisines and other ethnic group in Liverpool raises questions of demand and supply. The most important representation so far is the International Slavery museum at the docks and black slave sculptures that are displayed around historical places in the city, which are only representations of past history and geography and not a total representation of the African culture in recent times. Ethnic minority consumers quest for cultural identity is perceived in the food culture of the group in concern. Commercial globalisation has renewed interest in the relationship between culture and traditional norms and values (James 1890). This pursuit for identity among most migrants to the western world is pronounced in their choice of food (Bauman2000). This research seeks to observe trends in African consumer behaviour and attitude toward African food in United Kingdom, using Liverpool as a case study. In trying to observe and evaluate these trends, certain issues have provided a background for this study, one of which is the re-materializing of postcolonial geographies as it affects Africans in a foreign country. African migrants attitude and food choice behaviour have been affected by certain factors, government and institutional policies of cutting across various levels of trading activities. In determining a consumers preference towards food related behaviours, convenience, as a food attribute, has been described as being as important as taste, health and price (Candel, 2001). However, the availability and accessibility of food influence consumers preference as different values are considered in understanding why consumers make certain food choice. Food choice is a complex phenomenon with many interacting events determining which foods are eaten by the individual at a particular time and place. (Shepherd 1989.) The failure of African foods to cross over into United Kingdom mainstream market has pointed to issues of production, preservation and transportation of African foods into the United Kingdom. International trade policies and barriers by OECD countries, farm subsidies have all been major setbacks to the availability of African food stuff in the United Kingdom. Chapter 1 literature review: theories of consumer perception, Chapter 2 how do Africans perceive African foods and other foods, what do Africans think about the origin of their food and the patriotic nature of Africans towards their food, the first experience of food, generational experience of food. Chapter 3 methodology: theories of research methods. Chapter 4 Chapter 5 result and discussions: background history of black Liverpool, map and population census 2001 of Africans in Liverpool, identifying African business and Questionnaires and interview analysis, Chapter 6 trade relations between African countries and UK CHAPTER 2: LITERATURE REVIEW This literature review looks at the studies that have been done in areas of food preference as it concerns culture, food identity, food preference and quality. The second section will review theories employed in the research and the importance of global production networks. Catherine Dolan and John Humphrey (2000) used Global commodity chain as networks where the decision-maker influences the output of chains and composition governance in their paper ‘governance and trade in fresh vegetables. Their study does not recognise the identity of commodity and consumer as a factor in buyer driven commodity, evaluating the geography of space. This research explores the ethnic identity of consumer as a major actor in global commodity chain networks. The buyers themselves being of African nationality purchase food stuff from the local food store or African food restaurants which receive their supplies from importers of African foods in major cities like London and Manchester. The connection therefore is from the African farmers who grow the foods, to major exporter or importer as the case maybe, to the shelves food store and tables of the restaurant then consumed by Africans who live several miles away from their home country. The cultural identity of the co nsumers becomes a vital connection to the market, because consumers also make demand on the desired food choice. Consumers access to these foods becomes important to the continuity of this trade. Ben Fine (1993) defines commodity chains as â€Å"the commodity-specific chain connecting production, distribution, marketing and consumption and material culture surrounding these elements†, in the study of systems of provision (fine 1993:600). This approach acknowledges the importance of commodities as a possibility of more balanced treatment of the relationship between production and consumption (Crewe 2000). Studies have explored how networks of embedded firms are offering the potential for the more equitable relations between retailer and suppliers, through the sharing of knowledge as market intelligence and labour. (Crewe 1996, Scott 1996, Crewe and Beaverstock 1998). Other study have considered the creative dimension of domestic consumption, and the ways in which consumer good s are actively appropriated in the everyday spaces of the home, however, Domosh examines the reclamation of the home and the domestic space as key consumption site. But it does not take into account the origin of the commodities and how it relates to space for consumption (Domosh 1998). Cook and Crang, explore ways in which geographical knowledge about products invoke a â€Å"double commodity fetishism†. This is the idea in which consumer knowledge are limited by spatially distanciated systems of provision. (Laying emphasis on geographical knowledge about widely sources of food commodities and process through which food is supplied). This work highlights cultural means of places and spaces. Cook and Crang (1996), further explores the global extensive networks and flows of food, people and culinary knowledge embedded in cosmopolitan London. Suggesting that â€Å"cultural mosaic† (Friedman, 1994), conceptualise cultural geographies as bounded cultural regions where constructed associations between food, places and peoples, associations epitomising the conceptions of national, regional and local cuisines. Also describes food as emblems and markers of national, regional and local identities (Murcott 1995). Cook et al (1998), in seeking the articulation of the geographies of culture looks at how figure displacement can be used to suggest process of food consumption are cast as local, the connections of food consumption to networks, which extend beyond delimiting boundaries of particular places. Again, in a closely related study, Cook reflects on the biography and geographies of food. A definition of food as having their own biographies, studies the connection of consumer knowledge about the geographical origins of the food they consume and what roles it plays in food choice and consumption (Cook et al 1998). He concludes in a suggestion that knowledge can potentially be a significant factor in food choice and preference. Much research has been done on Caribbean foods within and outside United Kingdom, probably due to the influx of Caribbean foods into United Kingdom market in the mid 1990s, when it became the ethnic cuisine to go mainstream after the Chinese, Indian and Tex Mex (Cook et al 2003). The complex history of the Caribbeans produced a regional cuisine which had overlapped with the Indian and Chinese foods that were on top of international cuisines in the United Kingdom. The region had also become tourist centres to Europeans and a large interest of the Caribbean lifestyle and delicacies reflected on the shelves of UK supermarkets, in addition to the projected images by celebrity chefs, and companies who increased the exports to satisfy the demand of this market in the mid nineties (Cook et al 2003). This also reflected in Caribbean centres established in major cities and streets in the UK. Cook and Harrison examine debate over the failure of Caribbean food to cross over into the UK mainstream. The paper review mosaic and theories of culture as fundamental difference between a white â€Å"mainstream† and black â€Å"ethnic other† as part problems of this failure. (Cook and Harrison 2003). Understandings of postcolonial geographies of material culture and its contributions to the undermining of, and resistance to forms of colonial dominations that persist in contemporary global capitalist relationships as can be found in food trade relations between the ‘third world and the ‘west. The study uses the example of the corporate history of Grace, Kennedy and Co, a company that preferred to cater for the needs of UK ethnic minority and the third world consumers, instead of prioritising cross over in to UK mainstream market. Friedberg research of modern historical geography of food in Burkina Faso shows how agricultural policies, dietary preferences health concerns, helped to transform regional diet, landscape and economy, resulting to temporal and spatial patterns of daily life in Burkina Faso. The study observes the incorporation of Burkina Faso into the globalised market economy as a result of luxury food (French beans), not leaving out the expectation of food quality safety standards (Friedberg 2003). The study also observes the changing geographies of the meaning of food, suggesting how historical study of food consumption takes place outside formal market economy. Gaps in current research Studies on firms by management oriented researchers have been focused more on companies in developed economies, central and Eastern Europe, small and local food production firms in Africa and their business counterparts even in developed economies have received less attention in the study of economic development. Past researches remained outside social science mainstream therefore have not been influenced by general discourses especially in the field of economic geography. Feminist researchers who have done research in the developing world have only concentrated on gender-related issues in the developing nations rather than with broader questions of small, local and industrial organisations and economic development (Henderson et al 2002:437). The major issues of trade liberalization have affected the cross over of African food and with the increase of safety standard procedures by the UK govt. The challenges of small business and the cost of food as also other major issues that will be discussed. In examining the geographical knowledge about food, actors associated with food, which involves location and situatedness of food, the networks and flows of food and people are major debates around the accessibility of these foods. According to Cook et al the long-running history of interconnections between people and places; and the increasing consciousness of the compression of the economic, political, cultural world, and the production of the world as a single place are two major contentions of globalisation debates (Cook et al 1996). London is said to be promoted as a space of ‘global post-modern (Hall, 1991: 32) by the staging and reconstruction of cultural difference in ‘globalisation diversity (Pieterse, 1995:45 as cited Cook 1996), arguably, Liverpool being proclaimed as the ‘world in one city though with characteristic history of local culture is yet to produce a matching representation of modern diversity of the African culture with the exception of the In ternational Slavery museum. Post colonial issues around African cultural heritage in Liverpool will enhance globalisation diversity as represented in food, arts and cultural of the African food biography and origin. Global Production networks Global production networks emphasize the need to refocus attention on the social circumstances under which commodities are produced and consumed† (Dickens et al 2002 pg 444). It takes into account, the process of production-(can be from the farm stage, harvest, labour technology, processing in Africa, transportation, UK standardization, repackaging, supply and distribution,) which do not always follow a chain link but a complex network process, over time and space and distance to consumption. The GPN framework allows for a greater complexity and geographical variation in producer-consumer relation, this in turn enhances the ability to reveal how certain key knowledge ‘circulate between producers, consumers and intermediaries. It also reveals complex social geographies as agents located in different places can be seen to combine to influence the production process (Henderson et al 2002:445). In all, this research seeks to answer the following questions: †¢ Research Questions? To what extent does the demand of African food affect its availability? What impact does African food trade make on the supply of these foods? How have African food stores and restaurants faired with migration of Africans in Liverpool? Preference is described by Babicz-Zielinska as â€Å"a general predisposition for a particular food, independent of the eating situation, and expressed by degree of liking or disliking of the food, desired food frequency or fraction of subjects selecting the food as a response to its name†(Babicz-Zielinska 1999:139). The choice of food depends on factors that influence human behaviour, which in turn affects the rejection of some food and acceptance of others. A classification based on current food-choice models is used to explain certain attributes of food choice is made by Babicz-Zielinska (Babicz-Zielinska 1999:138) 1. Production-related factors- which could be physical and chemical properties of food, sensory attributes, functional features(labelling, availability) nutritional value; or 2. Consumer-related factors- personal features, (age, gender, psychological factors, experience, personality), physiological factors (health) or 3. Environment-related factors- economic factors (price and income), cultural factors (beliefs, social factors- social status and fashion. Consumer-related factors and environment-related factors will be area of concern in this research. Factors of food choice survey was conducted in European Community EC countries, and it showed that quality/freshness, taste, selecting a healthy diet, price, family preferences and habits belong to the most important choice factors, (Lennernas et al 1997) Behavioural research methodologies are usually used to ascertain the underlying factors that determine food-related behaviour, reason being that food choice and consumption are natural and integrated part of human behaviour (Mahon et al 2006:474). The theory of reasoned action The theory of reasoned action has received attention within the field of consumer behaviour. (Sheppard et al 1988). The theory of reasoned action studies attitude and behaviour (Ajzen Fishbein 1980). It observes behavioural intention, attitude and subjective norm. According to Fishbein and Ajzen, a persons behaviour is guided by the persons attitude towards the behaviour and the subjective norm. For example, Africans tend to eat hot, spicy and tasty food, so when they find themselves away from ‘home, they look for their regular food, or something very close to the kind of food they have been used to, the alternative in this case could mean the Caribbean cuisine which also has its origin from African foods, or the Spanish or Mexican spicy foods as found in UK. However the cost also plays a determining role in making food choice, this shall be explained in detail in later chapter. Miller 2005 defines attitude, subjective norm, and behavioural intentions as the 3 components of the theory of reasoned action. Attitude: The sum of beliefs about a particular behaviour weighted by evaluation of these beliefs. Subjective norms. This looks at the influence of people in ones social environment on his/her behavioural intentions. Behavioural intention. This is a function of both attitudes towards behaviour and subjective norms towards that behaviour which has been found to predict actual behaviour. The theory of planned behaviour is adopted to explain consumer behaviour towards African food. The other alternative in this research is the British food, considering different factors that affect the choice of food. Human behaviour is explained and predicted by the theory of planned behaviour in understanding beliefs and attitudes. Ajzen et al 1986, explains that TPB is an extension of the TRA. The theory of planned behaviour was developed as a third predictor of behaviour, perceived behavioural control, (Mahon et al 2006:475). Perceived behavioural control reflects beliefs regarding the access to resources and opportunities needed to perform a behaviour (Chiou, 1998 as cited in Mahon 2006 pg 475). The availability of resources needed to engage in the behaviour such as money, time and other resources, the focal person self confidence in their ability to conduct the behaviour are two major reflections of the theory of planned behaviour. The theory of consumer preference. Consumers have set of preferences which are dependent upon individual tastes, education, culture and other factors, apart from the economic factor. These factors are measured for particular goods in terms of the real opportunity cost to the consumer who purchases and consumes the goods. Consumer level of satisfaction of a particular kind of food is determined by what the consumer defines as â€Å"satisfaction†. However, consumers are constrained in their choices of foods by income, accessibility of goods and also the price that the consumer is willing to pay for his food. Consumer preferences are defined as the subjective taste as measured by utility-(where utility is the satisfaction that a consumer derives from the consumption of a good) of various bundles of goods. Preferences help consumer to prioritize bundles of goods according to the levels of utility that they give the consumer. However, these preferences are not dependent on income and prices only. The ability for a consumer to purchase certain kind of food does not always determine a consumers like or dislike over another food. For example, an African consumer in Liverpool can have a preference for African foods over British foods but only has the financial means to buy British meals more often. There are certain assumptions of consumers preference theory, which will be further looked into, the assumption of decisiveness, consistency, non-satiation, convexity. Actor network theory. ANT, a social theory pioneered by Michel Callon (1986), Bruno Latour (1987) and John Law (1987), conceptualize social interactions in terms of networks. This includes the material environment and human causes. The concept of ANT acknowledges the importance of both material and human factors in networks. The theory conveys the idea that the actor does not act ‘on his own but only under the influence of complex network of material and human influences. For example, the process involved in making African foods available is not just caused human factors, but also by production, technology, society, extended politics of trade and culture, all affecting the accessibility and availability of the foods. According to Callon (1986) materials causes as well as human actors may be determinants of the social interactions and outcomes (Callon 1986). According to Henderson 2002, ANT emphasize the relationality of object and agency in heterogeneous networks, in other words, entities in network s are shaped by and can only be understood through their relations and connectivity to other entities(Law, 1999:4 as cited in Henderson et al 2002). Again, space and distance are observed as ‘spatial fields and relational scopes of influence, power and connectivity (Harvey, 1969; Murdoch 1998 as cited in Henderson et al 2002). According to Nancy Vanhouse, ANT has to approaches, ‘follow the actor, through interviews and ethnographic research and through examining inscriptions. Inscriptions including texts, but also images of many sorts, databases, and the like are central to knowledge work. Some (e.g., Latour and Woolgar, 1991; Callon, Law, and Rip, 1986) say that texts (including journal articles, conference papers and presentations, grant proposals, and patents) are among the major, if not the major, products of scientific work. Inscriptions make action at a distance possible by stabilizing work in such a way that it can travel across space and time and be combined with other work. Texts are also central to the process of gaining credibility. They carry work to other people and institutions. They attempt to present work in such a way that its meaning and significance are irrefutable. And texts are where authors establish equivalences among problems, which Callon et al. (1986) identifies as a major strategy of enrolling others. An important part of the standard journal article or grant application, for example, is to say, in essence, If you are interested in X (major issue) you must be interested in Y, which is the topic of the work reported/proposed here. References Latour, B. and Woolgar, S. (1991). Laboratory life: the construction of scientific facts, intro by Salk, J., Princeton, NJ, Princeton University Press Callon, Michel, John Law, and Arie Rip, eds. Mapping the Dynamics of Science and Technology: Sociology of Science in the Real World. London: Macmillan Press, 1986. Actor network theory has become very helpful in understanding connections between places and space. Its insistency on non human factor in network production Supply chain and bottleneck bureaucracy of the supply of food products from Africa into the UK makes it more difficult for the availability of this food. This furthermore widens the distance/gap between consumers and suppliers/retailers. The length of this chain affects. The quality assurance schemes, production and manufacturing to retailers protocols and the application of quality management system and standard such as HACCP and ISO series are various ways of cutting supplies. Bottlenecks of food quality and safety standards in food processing and distribution. The HACCP systems are used in specific export sectors in Africa, an example is the EU quality standard for fish in Uganda is based on EU directive 91/493/EEC and on Codex Alimentarius (Trienekens et al 2008:116) covering areas of microbiology level, pesticides residues, heavy metals, effluents, Good manufacturing practices (processing stage) and HACCP (processing stage) (Ssemwanga, 2003 as cited in Trienekens et al 2008:116). Kenya adheres to UK food and safety Act of 1990, more so testing laboratories are accredited to ISO 17025; 2000 by United Kingdom Accreditation services (UKAS) (Kari 2003), the high deportation rate of this products on western markets shows the fragility of the systems. As pesticides residues are discovered in the product. Other systems used for processors and packers of fish for exports are GMP, ISO 90002. The proliferation of standards by western markets creates a barrier for the application of standards by developing countries producers. The lack of enabling environment in which infrastructure facilities are absent in African countries is also a major setback. African countries are still discovering quality and safety of food as important condition for international food trade (Trieneken et al 2008:117). Building of facilities, government structures to improve and ensure quality and safety of products are still key agenda of attention. The importance of transportation, preservation (cooled system of transport) and storage are very vital to international trade. African countries are still at the phase of establishing the right conditions to enforce food quality and safety of the other products. According to Trieneken et al- many developing countries do not have skilled labour and laboratory facilities, this however limits good- quality management, making difficult. Small and medium size business, from developing countries find difficult or almost impossible to comply with standard required in western markets (Dinham, 2003, Unnevehr, 2002). Due to barriers created by SPS and TBT in exporting foods, from developing countries do not have the adequate information and most likely unaware of specific demand of western standards for trade. The heterogeneous standard in developed economies also poses a problem, as continues differ to country and market also differ. The cost of certification is too much for develop countries to bear. Most African food products are unable to adapt to the rigorous requirements of modern supply chain, either through scale enterprise or lack of knowledge or financial constraints, become non-competitive. The myriad of innovations and development has made the process of food supply chain increase in productivity. The combine technology of accurate weighing, refrigeration controlled atmospheric bacterial growth inhibition, pasteurisation, micro-element pollutant detection, bar-coding, electronic recognition of packaging, the use of stabilizers etc, has also contributed to the difficulty in having African food cross over, as most business may not be financially equipped enough for the volume of the trading. Christopher (1999) notes that the supply chain management evolves around the partnership developed in the chain and is supported by information technology applications that co-ordinate information dissemination and sharing amongst the chain members. This research has revealed that most home cooked food are prepared under high hygienic conditions, as cooking is monitored by consumer themselves problems with calories consumptions that affect the health of consumer is also under check, compared to the perceptions about eating fast food at convenience KFC and MacDonalds. This is one reason for the preference of African food among black consumer. One of the major problems of availability of African foods in UK is the problem of access into the country. Developing countries especially in Africa find it difficult to meet the food safety standards imposed by the UK/developing countries. Food safety standards which were originally set up to keep food for quality and safe consumption, by government of different countries are being used as trade impeding protectionist tools.(Jongwanich 2009:1). Food safety standards are usually to the disadvantage of developing countries, due to their limits capacity to access and use technology and information. International trade negotiations have experience setbacks for developing countries in recent years due to a demand for more stringent SPS in developed countries, which is as a result of increase in health consciousness and rising incomes. Before now, tariffs and quantitative restrictions are the trade barriers and impediments that affect export from developing countries to developed countri es, but in recent times, food safety standards have become tool for protectionist to block trade(Jongwanich 2009: Consumer Demand for African Food in Liverpool Consumer Demand for African Food in Liverpool Abstract The aim of this research is to observe and explain consumers preference for African food in Liverpool. By identifying the attitudes towards African food, evaluating the different factors that affect the availability and accessibility of these foods within the city, the effect of globalisation processes on food production to consumption. Three different theories have been used in this research, the Theory of Reason Action, Theory of Planned Behaviour, the Actor Network Theory and the theory of consumption. The global production network which seeks to identify the geographical spatiality involved in the network process of crossing African foods to UK. The actor-network theory is used to explain the different actors/actants in the global production network. The theories of reasoned action and theory of planned behaviour used in this research intends to explain consumer attitude, preference and behaviour towards African foods. It is however observed that African consumers tend to prefer African traditional meals but this is affected by cost, time and distance. A combination of qualitative and quantitative research method is used to better interpret the outcomes of the result. A total of 150 respondents where interviewed from various part of the city, including students, young adults family etc. Cutting across different age groups. Owners of African food stores and restaurants were interviewed using both structured and semi-structured interview. Individuals were selected randomly, to verify interest in African foods. Chapter 1 Introduction The importance of food as a necessity of life goes beyond physical nourishment. Anthropologist and sociologist emphasize that food practices are prime means through which social relationships are formed. (Johnston et al 2006:272). A familiar saying goes â€Å"we are what we eat†; food links us to the rituals and recipes of previous generations, creating a network between families, wider communities, and the global trading network of producers, distributors and consumers. More so, we are transported into the world of others as we experience the tastes of unknown tradition and cultures. Food choices make profound impact on the environment, health and welfare of others, challenging the ideas of tradition and identity. Travel and immigration have also resulted in the changing and shifting of traditions over the years. National identities have been created also by food traditions in distant lands among people of similar culture and background. Food is an indicator of cultural tradi tions, values, and how food traditions develop and evolve over space and time. Much talk of globalisation of foods have helped in shaping traditions, cultural diversity, social and political economy of places, (Bernstein et al 1990: 9, Tinker 1997: 137, 143) however, not all kinds of food are very welcomed in some places, though may not be stated categorically, it can be observed within cities and communities most probably as result of economic policies, cultural differences, international trading policies. Traditional food is a vital aspect of the African cultural heritage. The production processing sale and distribution of food products enhances cultural and ethnic coherence in communities. Consumers demand for safe and tasteful traditional food products (Cayot, 2007). However, there is also a demand for varieties of ethnic foods in multi-ethnic cities and community. The definition of food encompasses matters of moral and cultural significance, differentiating food products, providers and consumers (Cook et al 1996). Food has always had a long history of constructed associations which involves associations of places and people, and has been used as emblem of national, regional and local identities (Murcott 1995). Johnston et al claim that there is no single geographical literature on food with its own coherent themes and problematic, as the study of food is found in economic, political, cultural, social and biological aspects of geography. Therefore food matter does not sit within the confinement of conceptual and spatial boundaries (Johnston 2006: 272). Key issues surrounding topic The speed and reach of globalisation, travel and trade, bring all kinds of diverse foods together. This has however affected the definitions of particular national food culture (Murray). The influence of travel and migration can be seen on major streets and cities in United Kingdom with a rich mixture of nationalities, Indian curry houses, Jewish Bagel shops, Chinese buffets restaurant, Italian restaurant, Mexican among others. However, the presence of African food restaurants seems not a loud as the others considering the long standing history of Blacks in the city. The absence of physical representation of the African food culture around the city especially in everyday cultural display such as in food, as compared to the Asian presence of Chinese, Indian, Thai, Mexican cuisines and other ethnic group in Liverpool raises questions of demand and supply. The most important representation so far is the International Slavery museum at the docks and black slave sculptures that are displayed around historical places in the city, which are only representations of past history and geography and not a total representation of the African culture in recent times. Ethnic minority consumers quest for cultural identity is perceived in the food culture of the group in concern. Commercial globalisation has renewed interest in the relationship between culture and traditional norms and values (James 1890). This pursuit for identity among most migrants to the western world is pronounced in their choice of food (Bauman2000). This research seeks to observe trends in African consumer behaviour and attitude toward African food in United Kingdom, using Liverpool as a case study. In trying to observe and evaluate these trends, certain issues have provided a background for this study, one of which is the re-materializing of postcolonial geographies as it affects Africans in a foreign country. African migrants attitude and food choice behaviour have been affected by certain factors, government and institutional policies of cutting across various levels of trading activities. In determining a consumers preference towards food related behaviours, convenience, as a food attribute, has been described as being as important as taste, health and price (Candel, 2001). However, the availability and accessibility of food influence consumers preference as different values are considered in understanding why consumers make certain food choice. Food choice is a complex phenomenon with many interacting events determining which foods are eaten by the individual at a particular time and place. (Shepherd 1989.) The failure of African foods to cross over into United Kingdom mainstream market has pointed to issues of production, preservation and transportation of African foods into the United Kingdom. International trade policies and barriers by OECD countries, farm subsidies have all been major setbacks to the availability of African food stuff in the United Kingdom. Chapter 1 literature review: theories of consumer perception, Chapter 2 how do Africans perceive African foods and other foods, what do Africans think about the origin of their food and the patriotic nature of Africans towards their food, the first experience of food, generational experience of food. Chapter 3 methodology: theories of research methods. Chapter 4 Chapter 5 result and discussions: background history of black Liverpool, map and population census 2001 of Africans in Liverpool, identifying African business and Questionnaires and interview analysis, Chapter 6 trade relations between African countries and UK CHAPTER 2: LITERATURE REVIEW This literature review looks at the studies that have been done in areas of food preference as it concerns culture, food identity, food preference and quality. The second section will review theories employed in the research and the importance of global production networks. Catherine Dolan and John Humphrey (2000) used Global commodity chain as networks where the decision-maker influences the output of chains and composition governance in their paper ‘governance and trade in fresh vegetables. Their study does not recognise the identity of commodity and consumer as a factor in buyer driven commodity, evaluating the geography of space. This research explores the ethnic identity of consumer as a major actor in global commodity chain networks. The buyers themselves being of African nationality purchase food stuff from the local food store or African food restaurants which receive their supplies from importers of African foods in major cities like London and Manchester. The connection therefore is from the African farmers who grow the foods, to major exporter or importer as the case maybe, to the shelves food store and tables of the restaurant then consumed by Africans who live several miles away from their home country. The cultural identity of the co nsumers becomes a vital connection to the market, because consumers also make demand on the desired food choice. Consumers access to these foods becomes important to the continuity of this trade. Ben Fine (1993) defines commodity chains as â€Å"the commodity-specific chain connecting production, distribution, marketing and consumption and material culture surrounding these elements†, in the study of systems of provision (fine 1993:600). This approach acknowledges the importance of commodities as a possibility of more balanced treatment of the relationship between production and consumption (Crewe 2000). Studies have explored how networks of embedded firms are offering the potential for the more equitable relations between retailer and suppliers, through the sharing of knowledge as market intelligence and labour. (Crewe 1996, Scott 1996, Crewe and Beaverstock 1998). Other study have considered the creative dimension of domestic consumption, and the ways in which consumer good s are actively appropriated in the everyday spaces of the home, however, Domosh examines the reclamation of the home and the domestic space as key consumption site. But it does not take into account the origin of the commodities and how it relates to space for consumption (Domosh 1998). Cook and Crang, explore ways in which geographical knowledge about products invoke a â€Å"double commodity fetishism†. This is the idea in which consumer knowledge are limited by spatially distanciated systems of provision. (Laying emphasis on geographical knowledge about widely sources of food commodities and process through which food is supplied). This work highlights cultural means of places and spaces. Cook and Crang (1996), further explores the global extensive networks and flows of food, people and culinary knowledge embedded in cosmopolitan London. Suggesting that â€Å"cultural mosaic† (Friedman, 1994), conceptualise cultural geographies as bounded cultural regions where constructed associations between food, places and peoples, associations epitomising the conceptions of national, regional and local cuisines. Also describes food as emblems and markers of national, regional and local identities (Murcott 1995). Cook et al (1998), in seeking the articulation of the geographies of culture looks at how figure displacement can be used to suggest process of food consumption are cast as local, the connections of food consumption to networks, which extend beyond delimiting boundaries of particular places. Again, in a closely related study, Cook reflects on the biography and geographies of food. A definition of food as having their own biographies, studies the connection of consumer knowledge about the geographical origins of the food they consume and what roles it plays in food choice and consumption (Cook et al 1998). He concludes in a suggestion that knowledge can potentially be a significant factor in food choice and preference. Much research has been done on Caribbean foods within and outside United Kingdom, probably due to the influx of Caribbean foods into United Kingdom market in the mid 1990s, when it became the ethnic cuisine to go mainstream after the Chinese, Indian and Tex Mex (Cook et al 2003). The complex history of the Caribbeans produced a regional cuisine which had overlapped with the Indian and Chinese foods that were on top of international cuisines in the United Kingdom. The region had also become tourist centres to Europeans and a large interest of the Caribbean lifestyle and delicacies reflected on the shelves of UK supermarkets, in addition to the projected images by celebrity chefs, and companies who increased the exports to satisfy the demand of this market in the mid nineties (Cook et al 2003). This also reflected in Caribbean centres established in major cities and streets in the UK. Cook and Harrison examine debate over the failure of Caribbean food to cross over into the UK mainstream. The paper review mosaic and theories of culture as fundamental difference between a white â€Å"mainstream† and black â€Å"ethnic other† as part problems of this failure. (Cook and Harrison 2003). Understandings of postcolonial geographies of material culture and its contributions to the undermining of, and resistance to forms of colonial dominations that persist in contemporary global capitalist relationships as can be found in food trade relations between the ‘third world and the ‘west. The study uses the example of the corporate history of Grace, Kennedy and Co, a company that preferred to cater for the needs of UK ethnic minority and the third world consumers, instead of prioritising cross over in to UK mainstream market. Friedberg research of modern historical geography of food in Burkina Faso shows how agricultural policies, dietary preferences health concerns, helped to transform regional diet, landscape and economy, resulting to temporal and spatial patterns of daily life in Burkina Faso. The study observes the incorporation of Burkina Faso into the globalised market economy as a result of luxury food (French beans), not leaving out the expectation of food quality safety standards (Friedberg 2003). The study also observes the changing geographies of the meaning of food, suggesting how historical study of food consumption takes place outside formal market economy. Gaps in current research Studies on firms by management oriented researchers have been focused more on companies in developed economies, central and Eastern Europe, small and local food production firms in Africa and their business counterparts even in developed economies have received less attention in the study of economic development. Past researches remained outside social science mainstream therefore have not been influenced by general discourses especially in the field of economic geography. Feminist researchers who have done research in the developing world have only concentrated on gender-related issues in the developing nations rather than with broader questions of small, local and industrial organisations and economic development (Henderson et al 2002:437). The major issues of trade liberalization have affected the cross over of African food and with the increase of safety standard procedures by the UK govt. The challenges of small business and the cost of food as also other major issues that will be discussed. In examining the geographical knowledge about food, actors associated with food, which involves location and situatedness of food, the networks and flows of food and people are major debates around the accessibility of these foods. According to Cook et al the long-running history of interconnections between people and places; and the increasing consciousness of the compression of the economic, political, cultural world, and the production of the world as a single place are two major contentions of globalisation debates (Cook et al 1996). London is said to be promoted as a space of ‘global post-modern (Hall, 1991: 32) by the staging and reconstruction of cultural difference in ‘globalisation diversity (Pieterse, 1995:45 as cited Cook 1996), arguably, Liverpool being proclaimed as the ‘world in one city though with characteristic history of local culture is yet to produce a matching representation of modern diversity of the African culture with the exception of the In ternational Slavery museum. Post colonial issues around African cultural heritage in Liverpool will enhance globalisation diversity as represented in food, arts and cultural of the African food biography and origin. Global Production networks Global production networks emphasize the need to refocus attention on the social circumstances under which commodities are produced and consumed† (Dickens et al 2002 pg 444). It takes into account, the process of production-(can be from the farm stage, harvest, labour technology, processing in Africa, transportation, UK standardization, repackaging, supply and distribution,) which do not always follow a chain link but a complex network process, over time and space and distance to consumption. The GPN framework allows for a greater complexity and geographical variation in producer-consumer relation, this in turn enhances the ability to reveal how certain key knowledge ‘circulate between producers, consumers and intermediaries. It also reveals complex social geographies as agents located in different places can be seen to combine to influence the production process (Henderson et al 2002:445). In all, this research seeks to answer the following questions: †¢ Research Questions? To what extent does the demand of African food affect its availability? What impact does African food trade make on the supply of these foods? How have African food stores and restaurants faired with migration of Africans in Liverpool? Preference is described by Babicz-Zielinska as â€Å"a general predisposition for a particular food, independent of the eating situation, and expressed by degree of liking or disliking of the food, desired food frequency or fraction of subjects selecting the food as a response to its name†(Babicz-Zielinska 1999:139). The choice of food depends on factors that influence human behaviour, which in turn affects the rejection of some food and acceptance of others. A classification based on current food-choice models is used to explain certain attributes of food choice is made by Babicz-Zielinska (Babicz-Zielinska 1999:138) 1. Production-related factors- which could be physical and chemical properties of food, sensory attributes, functional features(labelling, availability) nutritional value; or 2. Consumer-related factors- personal features, (age, gender, psychological factors, experience, personality), physiological factors (health) or 3. Environment-related factors- economic factors (price and income), cultural factors (beliefs, social factors- social status and fashion. Consumer-related factors and environment-related factors will be area of concern in this research. Factors of food choice survey was conducted in European Community EC countries, and it showed that quality/freshness, taste, selecting a healthy diet, price, family preferences and habits belong to the most important choice factors, (Lennernas et al 1997) Behavioural research methodologies are usually used to ascertain the underlying factors that determine food-related behaviour, reason being that food choice and consumption are natural and integrated part of human behaviour (Mahon et al 2006:474). The theory of reasoned action The theory of reasoned action has received attention within the field of consumer behaviour. (Sheppard et al 1988). The theory of reasoned action studies attitude and behaviour (Ajzen Fishbein 1980). It observes behavioural intention, attitude and subjective norm. According to Fishbein and Ajzen, a persons behaviour is guided by the persons attitude towards the behaviour and the subjective norm. For example, Africans tend to eat hot, spicy and tasty food, so when they find themselves away from ‘home, they look for their regular food, or something very close to the kind of food they have been used to, the alternative in this case could mean the Caribbean cuisine which also has its origin from African foods, or the Spanish or Mexican spicy foods as found in UK. However the cost also plays a determining role in making food choice, this shall be explained in detail in later chapter. Miller 2005 defines attitude, subjective norm, and behavioural intentions as the 3 components of the theory of reasoned action. Attitude: The sum of beliefs about a particular behaviour weighted by evaluation of these beliefs. Subjective norms. This looks at the influence of people in ones social environment on his/her behavioural intentions. Behavioural intention. This is a function of both attitudes towards behaviour and subjective norms towards that behaviour which has been found to predict actual behaviour. The theory of planned behaviour is adopted to explain consumer behaviour towards African food. The other alternative in this research is the British food, considering different factors that affect the choice of food. Human behaviour is explained and predicted by the theory of planned behaviour in understanding beliefs and attitudes. Ajzen et al 1986, explains that TPB is an extension of the TRA. The theory of planned behaviour was developed as a third predictor of behaviour, perceived behavioural control, (Mahon et al 2006:475). Perceived behavioural control reflects beliefs regarding the access to resources and opportunities needed to perform a behaviour (Chiou, 1998 as cited in Mahon 2006 pg 475). The availability of resources needed to engage in the behaviour such as money, time and other resources, the focal person self confidence in their ability to conduct the behaviour are two major reflections of the theory of planned behaviour. The theory of consumer preference. Consumers have set of preferences which are dependent upon individual tastes, education, culture and other factors, apart from the economic factor. These factors are measured for particular goods in terms of the real opportunity cost to the consumer who purchases and consumes the goods. Consumer level of satisfaction of a particular kind of food is determined by what the consumer defines as â€Å"satisfaction†. However, consumers are constrained in their choices of foods by income, accessibility of goods and also the price that the consumer is willing to pay for his food. Consumer preferences are defined as the subjective taste as measured by utility-(where utility is the satisfaction that a consumer derives from the consumption of a good) of various bundles of goods. Preferences help consumer to prioritize bundles of goods according to the levels of utility that they give the consumer. However, these preferences are not dependent on income and prices only. The ability for a consumer to purchase certain kind of food does not always determine a consumers like or dislike over another food. For example, an African consumer in Liverpool can have a preference for African foods over British foods but only has the financial means to buy British meals more often. There are certain assumptions of consumers preference theory, which will be further looked into, the assumption of decisiveness, consistency, non-satiation, convexity. Actor network theory. ANT, a social theory pioneered by Michel Callon (1986), Bruno Latour (1987) and John Law (1987), conceptualize social interactions in terms of networks. This includes the material environment and human causes. The concept of ANT acknowledges the importance of both material and human factors in networks. The theory conveys the idea that the actor does not act ‘on his own but only under the influence of complex network of material and human influences. For example, the process involved in making African foods available is not just caused human factors, but also by production, technology, society, extended politics of trade and culture, all affecting the accessibility and availability of the foods. According to Callon (1986) materials causes as well as human actors may be determinants of the social interactions and outcomes (Callon 1986). According to Henderson 2002, ANT emphasize the relationality of object and agency in heterogeneous networks, in other words, entities in network s are shaped by and can only be understood through their relations and connectivity to other entities(Law, 1999:4 as cited in Henderson et al 2002). Again, space and distance are observed as ‘spatial fields and relational scopes of influence, power and connectivity (Harvey, 1969; Murdoch 1998 as cited in Henderson et al 2002). According to Nancy Vanhouse, ANT has to approaches, ‘follow the actor, through interviews and ethnographic research and through examining inscriptions. Inscriptions including texts, but also images of many sorts, databases, and the like are central to knowledge work. Some (e.g., Latour and Woolgar, 1991; Callon, Law, and Rip, 1986) say that texts (including journal articles, conference papers and presentations, grant proposals, and patents) are among the major, if not the major, products of scientific work. Inscriptions make action at a distance possible by stabilizing work in such a way that it can travel across space and time and be combined with other work. Texts are also central to the process of gaining credibility. They carry work to other people and institutions. They attempt to present work in such a way that its meaning and significance are irrefutable. And texts are where authors establish equivalences among problems, which Callon et al. (1986) identifies as a major strategy of enrolling others. An important part of the standard journal article or grant application, for example, is to say, in essence, If you are interested in X (major issue) you must be interested in Y, which is the topic of the work reported/proposed here. References Latour, B. and Woolgar, S. (1991). Laboratory life: the construction of scientific facts, intro by Salk, J., Princeton, NJ, Princeton University Press Callon, Michel, John Law, and Arie Rip, eds. Mapping the Dynamics of Science and Technology: Sociology of Science in the Real World. London: Macmillan Press, 1986. Actor network theory has become very helpful in understanding connections between places and space. Its insistency on non human factor in network production Supply chain and bottleneck bureaucracy of the supply of food products from Africa into the UK makes it more difficult for the availability of this food. This furthermore widens the distance/gap between consumers and suppliers/retailers. The length of this chain affects. The quality assurance schemes, production and manufacturing to retailers protocols and the application of quality management system and standard such as HACCP and ISO series are various ways of cutting supplies. Bottlenecks of food quality and safety standards in food processing and distribution. The HACCP systems are used in specific export sectors in Africa, an example is the EU quality standard for fish in Uganda is based on EU directive 91/493/EEC and on Codex Alimentarius (Trienekens et al 2008:116) covering areas of microbiology level, pesticides residues, heavy metals, effluents, Good manufacturing practices (processing stage) and HACCP (processing stage) (Ssemwanga, 2003 as cited in Trienekens et al 2008:116). Kenya adheres to UK food and safety Act of 1990, more so testing laboratories are accredited to ISO 17025; 2000 by United Kingdom Accreditation services (UKAS) (Kari 2003), the high deportation rate of this products on western markets shows the fragility of the systems. As pesticides residues are discovered in the product. Other systems used for processors and packers of fish for exports are GMP, ISO 90002. The proliferation of standards by western markets creates a barrier for the application of standards by developing countries producers. The lack of enabling environment in which infrastructure facilities are absent in African countries is also a major setback. African countries are still discovering quality and safety of food as important condition for international food trade (Trieneken et al 2008:117). Building of facilities, government structures to improve and ensure quality and safety of products are still key agenda of attention. The importance of transportation, preservation (cooled system of transport) and storage are very vital to international trade. African countries are still at the phase of establishing the right conditions to enforce food quality and safety of the other products. According to Trieneken et al- many developing countries do not have skilled labour and laboratory facilities, this however limits good- quality management, making difficult. Small and medium size business, from developing countries find difficult or almost impossible to comply with standard required in western markets (Dinham, 2003, Unnevehr, 2002). Due to barriers created by SPS and TBT in exporting foods, from developing countries do not have the adequate information and most likely unaware of specific demand of western standards for trade. The heterogeneous standard in developed economies also poses a problem, as continues differ to country and market also differ. The cost of certification is too much for develop countries to bear. Most African food products are unable to adapt to the rigorous requirements of modern supply chain, either through scale enterprise or lack of knowledge or financial constraints, become non-competitive. The myriad of innovations and development has made the process of food supply chain increase in productivity. The combine technology of accurate weighing, refrigeration controlled atmospheric bacterial growth inhibition, pasteurisation, micro-element pollutant detection, bar-coding, electronic recognition of packaging, the use of stabilizers etc, has also contributed to the difficulty in having African food cross over, as most business may not be financially equipped enough for the volume of the trading. Christopher (1999) notes that the supply chain management evolves around the partnership developed in the chain and is supported by information technology applications that co-ordinate information dissemination and sharing amongst the chain members. This research has revealed that most home cooked food are prepared under high hygienic conditions, as cooking is monitored by consumer themselves problems with calories consumptions that affect the health of consumer is also under check, compared to the perceptions about eating fast food at convenience KFC and MacDonalds. This is one reason for the preference of African food among black consumer. One of the major problems of availability of African foods in UK is the problem of access into the country. Developing countries especially in Africa find it difficult to meet the food safety standards imposed by the UK/developing countries. Food safety standards which were originally set up to keep food for quality and safe consumption, by government of different countries are being used as trade impeding protectionist tools.(Jongwanich 2009:1). Food safety standards are usually to the disadvantage of developing countries, due to their limits capacity to access and use technology and information. International trade negotiations have experience setbacks for developing countries in recent years due to a demand for more stringent SPS in developed countries, which is as a result of increase in health consciousness and rising incomes. Before now, tariffs and quantitative restrictions are the trade barriers and impediments that affect export from developing countries to developed countri es, but in recent times, food safety standards have become tool for protectionist to block trade(Jongwanich 2009: