Contribution ancient great thinkers to the growth and development of psychology

Introduction Psychology evolved from ancient civilization of Greeks, Chinese, Egyptians, Indians, and Arabs, among other ancient great thinkers who made significant contribution to the development of psychology over the centuries. Psychology developed from various fields of knowledge such as philosophy, sociology, biology, physiology, anthropology, and other related disciplines because it interfaces widely with diverse disciplines.Advertising We will write a custom essay sample on Contribution ancient great thinkers to the growth and development of psychology specifically for you for only $16.05 $11/page Learn More Until 1879, psychology was a dependent discipline, which formed part of ancient philosophy and it evolved to due to emergence of empirical scientific skills that enhanced research and validation of psychological theories. Since psychology is the study of mental processes and human behaviors, it was challenging and complex for the ancient psych ologists to design experiments that would empirically demonstrate psychology of human beings. Hunt admits that â€Å"studying the behaviors of humans is more complicated because of the influence of extraneous variables that are difficult to control. Oftentimes it requires researchers to make inferences or interpretation because the data is comparatively less clear-cut† (2006, p.12). The emergence of scientific skills and their application in various fields of knowledge led to the development of psychology as an independent field from philosophy. To explore history of psychology, this essay examines personalistic and naturalistic contributions of different theorists who represent various phases of psychological history such as philosophical antecedent, early physiological experiment, applied behaviorism, psychoanalytic movement, and contemporary movement, and ultimately evaluate personalistic and naturalistic views of psychological history. Philosophical Antecedents to Psychol ogy Before the development of empirical scientific skills in the late 19th century, psychology was an integral part of philosophy since great philosophers used rational introspective of human behaviors to understand the nature of human beings. Since philosophical ideologies questioned human mind and behavior, it provided a basis for the psychologists and physiologists to elucidate human mind and behavior according to their respective perceptions. Ancient great thinkers employed philosophy and physiology in the study of human mind and behaviors.Advertising Looking for essay on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More According to Griffiths, philosophy entails introspection of mental processes because â€Å"through a process of self-questioning and asking others questions; philosophers have attempted to unravel how we think, how we learn, how we gain knowledge and how we use our experiences† (2007, p.5). On the other h and, physiology involved the study of human body to unravel complex processes of the body relative to health. Then, the relationship between the mind and the body perplexed ancient philosophers and this led to the development of psychology as an independent field of knowledge that considers both philosophy of the mind and physiology of the body. Hippocrates (460-377 B.C.), an ancient philosopher, examined human life and argued that the mind and the body have intricate connection because the mind has the ability to control the body. Plato (427-347B.C.) argued that the mind and the body are two distinct components of a person that interact effectively in bringing about human behavior. Plato believed that human beings gain knowledge through introspection rather than through observation; hence, he formed the foundation for rationalism. Aristotle (348-322 B.C.), a student of Plato contested that the mind and the body are not different entities of a human being, as he believed that physio logical study of the body through observation is critical in understanding how the mind functions, thus his argument formed foundation for empiricism. Based on philosophical work of Plato and Aristotle, rationalism and empiricism are respective two approaches of psychology that emerged. Nadel (2008) argues that â€Å"a rationalist believes that the route to knowledge is through logical analysis while an empiricist believes that we acquire knowledge via empirical evidence, that is, we obtain evidence through experience and observation† (p.54). Thus, rationalism and empiricism are significant approaches of modern psychology that originated from philosophical ideologies of human nature.Advertising We will write a custom essay sample on Contribution ancient great thinkers to the growth and development of psychology specifically for you for only $16.05 $11/page Learn More During 16th and 17th, rationalism and empiricism became prominent when more phil osophers formulated psychological theories that explain human mind and behavior. Rene Descartes (1596-1550), a great thinker of this period supported rationalism arguing that the mind and the body are distinct components of a human being that mutually interact and determine the behavior of a person. He believed that human beings have cognitive abilities that differentiate them from animals. On the other hand, John Locke believed that the mind and the body are one and that they interact equally. He perceived that mutual coexistence of the body and mind is imperative for the development of human behavior because the body can sense various stimuli from the environment and the mind too process sensed information for the body to respond appropriately to diverse environmental conditions. Immanuel Kant (1724-1804), agreed with both rationalism and empiricism views arguing that they are essential in psychological study of mind and human behaviors. The philosophical issue of the mind and the body complicated philosophical studies of the nature of human beings that resulted in formulation of diverse theories. Hunt argues that â€Å"the issues confronted by philosophers, physicians, and psychologists are so intertwined that when psychology was starting out as a field of study in the late 1800s, it was viewed by some as a branch of philosophy† (2006, p.18). Ultimately, psychology emerged and became independent from philosophy as the science of mind and human behavior. During the earliest period of psychological evolution, philosophers differed in defining the relationship between the mind and the body. Rationalists believed that the mind and the body are separate and distinct components of a human being and thus, psychological study should have its basis through introspection of the mind by rational analysis. However, Rene Desecrates resolved the philosophical problem of the mind and body by arguing that they are distinct components of a person, hence rationalism f ormed the basis of ancient psychology and is equally central to modern psychology (Watson, 2008, p.9).Advertising Looking for essay on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Descartes’ beliefs did set the stage for the development of empirical psychology. Since the problem of mind and body dominated the minds of many great philosophers, naturalistic approach best explains contribution of Rene Desecrates in the ancient period. Philosophers like Hippocrates, Aristotle, Plato, John Locke, and Immanuel Kant contributed to the emergence and evolution of psychology during the ancient times. The philosophers discovered that the mind and the body are entities that interact in the body, which resulted into rationalism and empiricism study of psychology. Early Physiological and Experimental psychology Wilhelm Wundt (1832-1920), a German philosopher and psychologist, came up with early physiological and experimental psychology that has become the basis of modern empirical study of psychology. He dedicated his studies to carrying out physiological experiments for he intended to unravel the mystery behind structure of the mind. Wundt believed in the structura l perception of human mind. Hence his studies focused on structuralism theory in contrast with functionalism theory that elucidates human mind from functional point of view. According to Marr, â€Å"Structuralism seeks to understand the structure and configuration of elements of the mind and its perceptions by analyzing those perceptions into their constituent components† (2008, p.56). Wundt assumed that physiological and psychological processes of a person interact in the body resulting into development of behavior. He became the father of experimental psychology since he established scientific laboratory where he conducted psychological experiments. He further designed various models of experiments so that he would detect how human senses coordinate with mental structures bringing out certain responses. Wilhelm Wundt revolutionized psychology because he was the first to apply empirical scientific skills in the study of psychology. Due to his experiments, psychology gained e nough footing and became independent field of knowledge with significant empirical evidences to support its theories that were earlier incredible. Wilhelm Wundt believed that behavior of a person depends on the interaction of physiological and psychological elements. â€Å"Physiological psychology was concerned with the process of excitations from stimulation of the sense organs, through sensory neurons to the lower and higher brain centers, and from these centers to the muscles† (Nadel, 2008, p.58). The physiological psychology provided an empirical perspective of studying psychology since earlier studies viewed psychology from philosophical point of view and applied philosophical ideologies and theories in the understanding of human mind and behaviors. According to the physiological and experimental psychology, Wilhelm Wundt assumed that physiological processes of senses could give significant information concerning the functioning of the brain. He designed novel experiment s in the laboratory, which focused in establishing the relationship between the mind and the body through physiological actions of nerves. The experiment gave robust findings that led to the development of structural theory of psychology that posits that mental and physiological structures interact effectively in the body and are responsible for the development of human behavior. Wilhelm Wundt employed introspection as one of the method of analyzing the relationship between the mind and the body through physiological mechanism of the body. â€Å"Although Wundt’s method of introspection did not remain a fundamental tool of psychological experimentation past the early 1920s, his greatest contribution was to show that psychology could be a valid experimental science,† (Wilson Keil, 2007, p.60). Thus, Wilhelm Wundt did not only prove that psychology is an experimental science but also did contribute to the independence of psychology in the 20th century. Based on the empir ical ideology of philosophy, Wilhelm Wundt formulated the first scientific experiment in a laboratory for he assumed that the relationship between the mind and the body lies in their interaction through physiological mechanism. He conducted experiments where he determined effects of varied stimuli on the mind and responses (Marr, 2008, p.72). His work led to the independence of psychology as science of the mind and behavior for empirical studies enhanced validation of many psychological theories that relied on philosophical ideologies. Personalistic approach concerning the history of psychology best accounts for his contribution to the evolution of psychology. He was the first psychologist to conduct laboratory experiment to test the relationship between the body and the mind by using varied environmental stimuli. His experimental efforts and findings revolutionized the study of psychology from rational perspective to empirical perspective. Physiological and experimental psychology of Wilhelm Wundt did prove that psychology is an experiential science that needs scientific skills to validate its theories. Due to great work of Wilhelm Wundt, psychology has become the science of mind and behavior in the modern society. Applied psychology and Behaviorism John Broadus Watson (1878-1958) was a great proponent of behavioral theory of psychology that explains human mind and behavior. Watson did study physiological and experimental psychology of Wilhelm Wundt and found that physiology alone could not explain the nature of human mind. He extended experimental physiology to include animal models in his experiments because he could easily manipulate their behavior as compared to human beings. Watson assumed that behavior of a person reflects psychological status in that studying human behaviors could tell a lot about their minds. Behavioral theory assumes that human behaviors are a reflection of the mental conditions and thus should form central basis of studying psycholo gy. In his experiments, Watson used animal models because he assumed that he could effectively extrapolate the results and apply them to human behaviors. â€Å"Using the conclusions drawn from animal research, Watson did much to enlighten educators about the complexities of learning, motivation, response generation, and problem-solving,† (Hart Kritsonis, 2006, p.8). Although his view of psychology differed with the introspection ideology of Wilhelm Wundt, he employed physiological experiment in determining stimuli-based behaviors of animals. The behavioral theory of psychology made significant contribution to the empirical study of psychology and led to the evolution of other fields of psychology such as behavioral psychology and social psychology, which are essential in explaining human behavior in the society. Watson disputed psychological views of structuralism and functionalism for he perceived that they lacked sufficient empirical applications and extrapolation to diver se human behaviors in the society. Many psychologists â€Å"credits Watson for having brought credence to some of the psychoanalytic concepts such as the role of early childhood experiences, trauma and relationships with significant social agents, primarily maternal figures, in the formation a child’s personality, capabilities and propensities† (Hart Kritsonis, 2006, p.9). Therefore, behaviorism has become an essential aspect of modern psychology for it has expanded empirical application and study of human mind and behaviors. After analyzing the work of physiological and experimental psychology of Wilhelm Wundt, John Watson formulated behavioral theory of psychology. He assumed that there is correlation between the mind and behaviors of individuals and thus, studying human behaviors could unravel the mystery behind the functioning of the mind. Since John Watson based his behavioral studies on earlier work of experimental psychology, naturalistic approach appropriately accounts for his contribution to the history of psychology. Behavioral theory has become very important in modern psychology, as it is applicable in the diagnosis of varied mental disorders. Psychoanalytic Movement Sigmund Freud was a great psychologist of the 20th century who came up with psychoanalytic theory to elucidate how human mind functions and how it influences human behavior. He was a neurologist and thus his knowledge concerning the functioning of the brain-inspired him to formulate psychoanalytic theory. Examining mental disorders of the children, Sigmund Freud discovered that some disorders such as necrosis and hysteria affect mental functions while organic matter in the mind remains intact. Through neurological examination, he singled the cause of hysterical disorders as repressed memories of traumatic experiences since organic matter remained intact. Sigmund Freud formulated psychotherapy procedure that helped the patients to recall traumatic experiences so that he c ould guide them in resolving psychological crises arising from repressed memories. Sigmund Freud explains that â€Å"we guided the patient’s attention directly to the traumatic scene during which the symptom had arisen, tried to find therein the psychic conflict and to free the repressed affect †¦ discovered the procedure characteristic of the psychic processes of the neuroses† (Strachey, 2007, p.7). From the experience as a neurologist, Sigmund Freud discovered that mental disorders do not require physiotherapy but psychotherapy and thus, he applied regression analysis of life experiences to awaken and resolve repressed memories of patients. Realizing that necroses relate with the sexual drives of children, Sigmund Freud formulated psychosexual theory after exploring sexual development from a psychological point of view. He argued that sexual development intricately links with the mind and determines the behavior of an individual. Freud changed the perception of sex when he proposed that sexuality forms an integral part of childhood development because sexual drives mediate between the body and the mind. He noted that sexual instincts are major driving forces in personality development. Sigmund Freud redefined the ordinary physical perspective of sexual development by incorporating the psychological aspects of psyche. In his psychoanalysis theory, Freud proposed that the psyche has three components, namely, the ego, the super-ego, and the I.D. (Strachey, 2007, p.84). Super-ego is the conscious component of the psyche that imposes and regulates cultural sexual constraints while the I.D. is the unconscious component that determines the sexual instincts of pleasure and is important in socialization. The ego is the component of the psyche that interfaces and coordinates the super-ego and the I.D. in the harmonization of the conflicting sexual instincts and cultural sexual constraints in the process of psychosexual development. Thus, Sigmund Fre ud modeled psychosexual development into five stages: â€Å"oral phase, anal phase, phallic phase, latency phase and genital phase† (Strachey, 2007, p.83) depending on the source of the sexual instinct. Contrary to the behavioral theory, Sigmund Freud came up with psychoanalytic theory, which postulates that mental disorders such as necroses and hysteria are due to repressed memories of past traumatic experiences. In addition, he formulated psychosexual theory where he explained how the three elements of psyche viz. superego, ego, and I.D. interact effectively in resolution of psychosexual crises (Wilson Keil, 2007, p.44). Since Sigmund Freud came up with the psychoanalytic theory together with his friends, personalistic and naturalistic approaches best account for his contribution to the history of psychology His psychoanalytic principles are central to modern psychotherapy Contemporary Movement Social constructivism is a contemporary school of thought in psychology whose p roponents argue that scientific and psychological ideologies are all constructs of humanity and that they did not exist in their own. The social construction theory shifted from self-psychology and incorporated the influence of social environment to the mind and subsequent development of behaviors. Kenneth Gergen is a modern proponent of construction theory who argues that science and philosophy are human constructs that cannot fully explain psychological and behavioral development in the society with many social factors that confound inquiry in psychology. â€Å"What we take to be experience of the world does not in itself dictate the terms by which the world is understood. What we take to be knowledge of the world is not a product of induction, or of the building and testing of general hypotheses† (Gergen, 2009, p.266). He criticizes empiricists for over-reliance on observation as basis of scientific knowledge for he holds that observers have bias when making their empirica l observations. Since some aspects of psychology such as emotions are very abstract for empirical analyses, empirical studies of human thoughts and behavioral are not sufficient in validation and elucidation of psychological theories. According to the social construction theory, interaction of human beings in the universe has played significant role in shaping their thoughts and behaviors. Human beings have made diverse social constructs in the society that have shaped human behaviors, emotions, and thoughts. Constructionists believe that understanding of the world, human behavior and thoughts lies in mutual interaction of people, and their systems in the society. Boghossian argues that the study of culture, personality, emotions and memories â€Å"direct our attention to the social, moral, political and economic institutions that sustain and are supported by current assumptions about human activity† (2010, p.32). In modern society, social psychology is applicable in politica l spheres, in management levels, and in various interactions of people where mobilization is necessary. Kenneth Gergen is a contemporary proponent of social construction theory that critics empirical psychology as insufficient in elucidating human behavior and mental functions. He added social aspect as a determinant of human behavior and mental functions for he believed that social forces are integral part of the psychology because they influence interaction of human beings in the society. Given that many of his contemporaries contributed to the formulation of the social construction theory, naturalistic approach appropriately explains his contribution to the history of psychology Summary Naturalistic and personalistic perspectives are two approaches that help in understanding the history and evolution of psychology. While naturalistic perspective of psychological history emphasizes collective intellectual contribution by the great thinkers, personalistic perspective of psychologic al history emphasizes on individual contribution to the growth and evolution of psychology. According to naturalistic perception, history of psychology is collection of great ideologies from many thinkers who contributed to the development and evolution of psychology during various intellectual and historical periods into the modern psychology. Personalistic approach to the study of psychological history emphasizes individual contributions and regards them as heroic intellectuals. Watson argues that â€Å"the history of what man has accomplished in this world is at bottom the history of the great men who have worked here† (2009, p.12). Personalistic theory assumes that the history of psychology is just but a history of great persons who made significant contributions, which changed the course of psychology throughout the history. Conclusion Ancient great thinkers made significant contribution to the growth and development of psychology. During the ancient times, psychology wa s part of philosophy because it lacked empirical validation of its theories. Psychology was dependent on philosophical ideologies of rationalism in the study of human thoughts and behaviors. In the late 19th century, Wilhelm Wundt came up with empirical view of psychology for he conducted first laboratory experiment to find out the relationship between the mind and the body via physiological actions of nerves. His experiments revolutionized psychology to become an independent field of knowledge, which could validate its theories using scientific principles of research. Thus, empirical psychology formed the foundation for the emergence of behavioral theory, psychoanalytic theory and contemporary social construction theory, which are integral part of modern psychology. References Boghossian, P. (2010). Contemporary Construction Theory. The Institute of  Psychological studies, 1-45. Gergen, K. (2009). The Social Constructionist Movement in Modern Psychology.  American Psychologist, 40(3), 266-281. Griffiths, P. (2007). Evolutionary Psychology: History, and Current Status.  The Philosophy of Science, 1-14. Hart, K., Kritsonis, W. (2006). A Critical Analysis of John B. Watson’s Original Writing: Behaviorisms as a Behaviorist Views It. National Forum of Applied Educational Research Journal, 20(3), 1-21. Hunt, M. (2006). The History of Psychology. London: Prentice Hall. Marr, D. (2008). Origin and History of Psychology. New York: Cambridge Press. Nadel, L. (2008). Introduction to Cognitive Psychology. London: Nature Publishing Group. Strachey, J. (2007). The History of Psychoanalytic Movement: Sigmund Freud.  Psychological Works of Sigmund Freud, 24(7), 1-134. Watson, R. (2008). Introduction to Psychology’s History. The American Psychological  Association, 1-44. Wilson, R., Keil, F. (2007). Evolution of Psychology: Ancient and Modern Perception.  The Journal of Psychology, 45(9), 23-67. This essay on Contribution ancient great thinkers to the growth and development of psychology was written and submitted by user Conor Richmond to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Change management essay on McDonalds The WritePass Journal

Change management essay on McDonalds Change management essay on McDonalds IntroductionOverview of the companyScope of changeProblems in implementing changeRecommendationsConclusionReferencesRelated Introduction Change management can be defined as ‘the process of continually renewing an organisation’s direction, structure, and capabilities to serve the ever changing needs to external and internal customers’ (Moran and Brightman, 2001).   As per Burnes (2004) change is a feature which is always present in the life of organisation. It exist both at operational and strategic level. The organisation is aware about where the change is required and is fully capable of planning and implementing these changes in its structure .According to Burnes 2004; Rieley and Clarkson, 2001, the organisations strategy and organisational strategies are something which goes hand in hand and cannot be separated. In the words of Graetz, 2000, ‘Against a backdrop of increasing globalisation, deregulation, the rapid pace of technological innovation, a growing knowledge of workforce, and shifting social and demographic trends, few would dispute that the primary   task of   management tod ay   is leadership of organisational change.’ In early times the theories believed that if the organisation keeps changing management system then it can no longer run effectively nor can it make any improvement in performance (Rieley and Clarkson, 2001). It was believed that the company had to bring new management theory into routine in order to achieve efficiency and improvement in the performance. This Means that an organisation has to give ample time for a particular change to be adopted and settle down in daily routine so that it can be run in efficient manner (Luecke, 2003).However in today’s time It is believed that staff of the organisation should go through continuous change to achieve efficiency (burnes, 2004; Rieley and Clarkson, 2001) According to Grundy, 1993 ‘change which is marked by rapid shifts in strategy, structure or culture, or in all three.’ Senior, 2002 adds to it saying that this kind of sudden change or implementation can be caused only due to malfunctioning of the internal structure or it can be caused due to external pressure. Every organisation is looking to move forward by implanting a management system with will boost organisations strength and capability, enhancing its competitiveness. An organisation has to deal with unforeseen situations in today’s highly competitive environment and to deal with this it has to be more flexible and ready for any situational changes that it will have to make, like adoption of new technology or some latest development in theory for current market. In the fast moving economic environment there continuous changes in the type of technology, the way the product is marketed, trends etc. the organisation has to be more flexible to adopt changes in order to remain competitive in the global market. Change can be good in a way; it can make complex work very simple and helps to improve lives through new innovations. Organisations bring change in their working structures to be more competitive and providing the best to their customers. As per Carlpio (1998) change is something to do with implementation of new innovative ways of doing things, enabling the room for improvement in the system through practice. Number of changes can be introduced in the system but the one which brings success to the organisation is considered to be the most important one of all. A change in management system is important specially when a particular system which the running organisation is facing difficulties or has some problems with it. Changes are brought in to improve the organisations performance.   Changes are mostly brought due to forces which can be internal or external yee, 1998.   Changes can be brought at different level of an organisation (Swenson, 1997) The modification needed or which can be done maybe many or quite a few (Reigeluth, 1994). There could be various factors for change (Bamford and Forrester, 2003). Change can be either internal or external. External include new technology which is current requirement of the industry or trend in the current economy which may have direct impact on profitability of the business. A structured method of change was adopted in 1946 by Lewin (Bamford and Forrester, 2003) what lewin had to say was something different than the old theories, he mentioned that in order to apply any new theory or change management an organisation will have to first discard it’s old management structure or system. Management of changes pays a role in identifying objectives of the organisation and then sets goals accordingly. Its role is to implement new changes in the organisation in which it can be noticed that these changes ultimately bring innovations. The first step towards organisational change is to understand the requirements of the organisation and issues with the current management structure. The purpose of the paper is to provide insight of change management process in the chosen company which is McDonalds and provide solution and recommendation for the same. Overview of the company McDonalds is a company with mile stones of success which was started in 1954 by Ray Kroc as a burger shop which was then turned through extensive marketing planning and campaigning making it a global brands in today’s time. It is renowned fast food brands all over the world with more than 32,000 branches in 117 countries.McDonald’s trade mark was a carefully created and was a successful hit which was a clown with a smile. The big Mac is one of the most successful products of McDonalds. McDonalds offers a menu which is almost the same all cross the world. The menu includes burgers, hamburgers, cheese burgers and drinks include soft drinks with fries. McDonalds target customers includes kids, teens and families. It is now the most renowned brand in fast food that sells ready to eat and quickly served fast food. In spite of being a famous brandMcDonaldsis still facing some issue and needs to change its management structure and image as the people in current time have a bit different expectations then those in previous days (McDonalds 2010) In today’s time people have become more diet and health conscious and are now moving towards food which is healthy and has more nutritional values. Fast food has always been known as junk food with no nutritional value and the popular opinion was that fast food results into obesity by increasing fats in the body. Today’s generation is more figure conscious and are looking forward for food which is low fat and high in proteins. McDonaldsis facing problems as it is a well established fast food brand and fast food is always related to unhealthy and fattening food, while competitors ofMcDonaldshave already made a move towards health conscious products by introducing entire new range which is healthy and non fattening. McDonalds needs to change the way it markets itself and also need to introduce a new line of products, as per expectations of new generation’s customers. Scope of change Advertising and marketing places an important role in establishing an image of the company in the eyes of the society in which it operates. The scope of change widely lies in the implementation of integrated marketing strategy. In this paper the importance is given to marketing and advertisement part as to launch new range of healthy products, the company has to implement new marketing practises. The new marketing campaign will adopt a new health conscious process which will flow along with a trend of fitting with health related issues like obesity in young children’s and create awareness about health eating practises. The main objective of this campaign is to promote its new products which are healthy and contains low fats. This will help create positive image of McDonalds among the customers and make them aware of new products which are healthier than the earlier once. To execute these plans the company has to plan its new strategy of advertising and marketing ideas and put a team in place to implement this strategy. The company has also introduced new smoothes and shakes along with healthy breakfast which is available before 12 in all the branches in UK. The marketing integrated campaigns main aim to reflect company mission and new attitude is been seen by the public through companies new promotion and marketing plans. Problems in implementing change When implementing change, conflicts will always follow. There are always conflicts on the route towards changes either before or after it has been initiated. Change in management can be the reason to bring success or failure to an organisation; however conflicts can bring problems if there are not resolved in time as they can bring obstacles in the new management structure introduced. The management has to be aware that it should be capable of not only introducing necessary changes but also be able to implement them effectively clearing all the obstacles. The main reason to bring changes in the organisation structure especially through marketing campaign is to improve the image of the organisation and to make the company more competitive in its industry.   The company might have to face many obstacles in doing this and these obstacles can be both external and internal. It is important to know the consent of the stakeholders of the organisation as they are very important part of the organisation. Stake holders include share holders, customers, supplier and employees. It is important for an organisation to keep all its stakeholders happy because if they are happy then it’s beneficial for the organisation. But there will conflict due to changes as there will be resistance from the side of employees or customers themselves as often people resist changing. There may be employees or customers who would accept the change happily but the problem is with those who do not agree with new management system which is to be implemented. Most of the time they may think that the change which has been brought is nothing to do with the issue or it may worsen the situations. I it may also happen that within employees they might not trust people who are in charge of this new change. Employees are not the only one who creates obstacles for change sometimes even the customers are not ready for change. If they do not take to change positively then this may create issue for the company to achieve its goal for the change. Along with this another problem that McDonalds may face is finding the right staff to drive this change that will be responsible to deliver these changes in department of marketing and communication. In addition to from employees and customer’s resistance there can be other barriers this may affect the process of change. The strategic implementation is important part of changes; complications in this can be problematic for the company. There can be many other issues which can create barriers in changes such as conflict in view of share holders or the problem in finance and lack of budget of the company another problem can be sustaining the process of change. As per carlopio 1998 innovation is something that does not happen in a day it takes series of phases to finish the process of change. Staff involved in this change management process must undergo some kind of training and learning procedure to make them competent to sustain the series of change until it attains success. Inability to handle or lack of experience and knowledge in implementation of strategic change may not be able to achieve integrated marketing and communication strategies. So to overcome the problem of negative response the management of the company should make the staff go through necessary training and development programmes. The training programme should be such that it should provide complete understanding of the programme to the members of the staff. It should make sure that none of the information is missed in the training programme. After the programme there should be a follow up to check if all the members have understood and have sufficient information to support change. There can be internal conflicts between the members of the staff due to cultural issues. This bring problem in harmony of the members in the organisation, leading to conflict within the company. McDonalds must understand the cultures of its employees and should identify the problem that may be caused because of the conflicts if any (wikins and Dyer, 1998) McDonalds should incorporate governance in the system to enhance the quality of staff and the time spent by them at the work place. Different appraisal policies can help to boost employees. Working environment can also be improved so that staff members can have a good time while working for the company which at the same time also benefits the organisation. Strong organisation culture along with good management team is needed to solve such internal conflict issues. The second most important change is to sustain the success that had been achieved through implementation of new management process. Change is part of the society and it comes again in regular interval of time (Carlopio, 1998). For the success of change management it is important that all the stakeholders know or are made aware that current change has been brought for the betterment of them. The management of the organisation should constantly analyse the current market trends and predict future scenarios, so that it can prepare itself for next set of change that will be required for the success of the organisation. Recommendations The success of the new changes in management cannot be correctly predicted as it completely depends on the attitudes of the young generation and the society. Changing the image from fast seller to a company who provides healthy meal is not a easy process, but with strong marketing campaigns and advertisement the message can be sent to people and there is a chance that this message will be delivered. It is imperative that the new image of McDonalds reaches all 117 countries. After this message has been promoted there is a chance of getting rid of the critic’s comments that McDonalds brands have unhealthy and fattening. In other words innovation can be explained as a bunch or new ideas which have been successfully implemented (Kuhn, 1993). Innovation can be led by two factors which is technology based innovation and the second one is demand based innovation. However most of the innovations are charged up realisation of demand instead of technology. Changes are mainly driven by constant research and development, performed by companies and RD is given a lot of attention. Apart from RD there can be other ways of bringing innovation and one of the simplest ways to keep improving working practises while in the daily routine. Combination of knowledge and extensive work experience can help to innovate a new a better way of doing things. Radical innovation always come from the RD department of the company but innovations which are incremental can only come from through practice (Lundvall, 1992). McDonalds will have to plan and implement its new marketing campaigns effectively with effective ways of doing it. The company has to take care that its internal staff is competent in delivering the outcome and that is minimum resistance from the internally. There is a good chance that McDonalds can change its image in food industry from junk food supplier to a health conscious meal provider.    Conclusion As per beverage 2003, the management of the organisation has to be on toss all the time to keep the organisation up to the market expectation. They have to continuously analyse and monitor current market conditions so that that they are aware of the current standing of the company in the market. To bring innovation the management will have to keep a check on which ideas are working and which are not doing well when implemented and accordingly change the management structure. To implement a management change the leader must create a environment which is safe and will support new changes in the organisation. A above all It can be said that a change in management is good only if that particular change has potential to improve companies competitiveness in the market and bring more success to the organisation. The organisation should keep monitoring current situations and make changes only if it is felt necessary, as change in organisation is a complex decision and has direct impact on the image of the organisation. With proper care and preparation and organisation (McDonalds) can survive the toughest competition. References Carlopio, J., (1998), â€Å"Implementation: making workplace and technical change happen†, McGraw-hill publication, Sydney. Yee, J.A., (1998), â€Å" Forces motivating institutional reform†, ericdigests.org/1999-1/reform.html. Accessed March 2011. Swenson, D.X., (1997), â€Å"Requisite conditions for team empowerment†, empowerment in organisations, Vol. 5 No. 1 Reigeluth, C. M. (1994). The imperative for systemic change. In C. M. Reigeluth R. J. Garfinkle (Eds.), Systemic change in education (pp. 3-11). Englewood Cliffs, NJ: Educational Technology Publications. Wilkins, A., Dyer, W. Jr (1988), Toward culturally sensitive theories of cultural change,  Academy of Management Review, Vol. 13. Kuhn, R.L., Ed., (1993), â€Å"Generating Creativity and Innovation in Large Bureaucracies†, Quorum Books, London Lundvall, B.A.,   (1992), â€Å" National Systems of Innovation: Towards a Theory of Innovation and Interactive learning†, Pinter, London. Beverage, w. M., (2002), â€Å"slow change in fast culture†, Educause review, pp. 10-11. Moran, J. W. and Brightman, B. K. (2001) ‘Leading organizational change’, Career Development International, 6(2), pp. 111–118. Burnes, B. (2004) Managing Change: A Strategic Approach to Organisational Dynamics, 4th edn (Harlow: Prentice Hall). Rieley, J. B. and Clarkson, I. (2001) ‘The impact of change on performance’, Journal of Change Management, 2(2), pp. 160–172. Graetz, F. (2000) ‘Strategic change leadership’, Management Decision, 38(8), pp. 550–562. Luecke, R. (2003), â€Å" Managing Change and Transition†,   Harvard Business School Press, Boston Burnes, B. (2004) Managing Change: A Strategic Approach to Organisational Dynamics, 4th edn (Harlow: Prentice Hall). Bamford, D. R. and Forrester, P. L. (2003) ‘Managing planned and emergent change within an operations management environment’, International Journal of Operations Production Management, issue 23, Vol. 5 McDonalds, (2010), â€Å"about McDonalds†, aboutmcdonalds.com/mcd, viewed on 5th march 2011.

Television News Programs Essay Example | Topics and Well Written Essays - 500 words

Television News Programs - Essay Example It is evidently clear from the discussion that advertisements that are aired during news programs take away one’s attention from the news. In this regard, local channels like 10TV and NBS4i are not any better when compared to national channels like ABC or CBS. The advertisements aired during the news include ads on cars, pharmaceuticals, fast-food chains and personal care products. Most of these advertisements are fast-paced, colorful and sometimes downright funny, while others seem to consolidate a lot of information in their thirty-second slot. Although advertisements can engage the viewers for a while, there are other non-news items aired during news programs that can be irritating. For instance, news programs are often littered with announcements telling viewers what will happen â€Å"at the top of the hour† or provide information on other programs that the channel would telecast later on. Teasers like â€Å"A local high school goes up in flames. Will it affect cla sses on Monday?† is past bizarre. Such announcements and teasers can get particularly frustrating for viewers who want to hear the news and get on with their chores. Even weather forecasters keep their viewers waiting when they mention that later on in the program they would give the weather predictions. The wait for weather predictions would sometimes end up being a good fifteen minutes. As if these announcements weren’t enough to get the viewers on edge, there are times when newscasters try to portray a friendly appearance but end up being downright annoying. In fact, the most irritating aspect of most of the news programs is the frequent friendly chit-chat between members of the news team. Apart from the initial acknowledgment, newscasters often try to make small talks on how their recent vacation had been or convey their opinions and ideas on some of the news that they reported. Although it may be done with the