Developing Cultural Competence in Nursing

Developing Cultural Competence in Nursing Christopher Mason Cultural Interview with Patrick de Mendoza The culture in which we are raised greatly influences our attitudes, beliefs, values, and behaviors. Our families taught us how to believe about and treat people who were different than we are. In order to provide sensitive and effective care to persons from cultures that are different from our own, two things must occur: An awareness of one’s own cultural values and beliefs and a recognition of how they influence our attitudes and behaviors. An understanding of the cultural beliefs and values of others and how they are influenced by them (Wintz Cooper, 2009, p. 7). I interviewed Patrick de Mendoza, a 37 year old Mexican-American male. My intentions in conducting this interview were to learn more about how a person from the Hispanic heritage experiences health care in the United States compared to someone of the Caucasian background. Patrick and I are close friends with similar interests. I never saw him as Hispanic, only as American. I never considered us to be very different. The fact is, he is of Mexican and Spanish decent and I am of European and Native American decent. While we have similar ideas on our outlooks to the future, there are differences in the way we were raised and the views we were taught to believe. This article will compare and contrast our views of and encounters with healthcare. When asked about how closely he identified with his ethnic background, he stated, â€Å"90% of my friends are Mexican, as in either 1st or 2nd generation Mexican-American. There is an importance placed on how far away generationally we are from having lived in Mexico. First generation means both parents are full-blooded Mexican. I am 2nd generation.† (P. de Mendoza, personal communication, February 20, 2014) Even though Patrick has been raised in the U.S., his upbringing was based on Mexican traditions. In his home English and Spanish are spoken. He doesn’t speak Spanish fluently and is more comfortable speaking English. He says regarding personal space and dialogue, â€Å"there is very small personal space and dialogue can go to the male or female. However, you have to jump in and speak if you want to be heard. Typically the Spanish dialogue is very energetic.† (P. de Mendoza, personal communication, February 20, 2014) As a Hispanic, Patrick was raised Roman Cat holic. He was taught to not only respect his elders, but to pitch in and help wherever he could to help his family and community. When asked what his culture believed about health, Patrick said that most Mexicans in the United States get what they need when they are sick by crossing the border back to their family or physicians their family knows and uses in Mexico. â€Å"I have a jaded opinion of the American healthcare system knowing that I can get the drugs or treatment I need faster and cheaper in Mexico.† (P. de Mendoza, personal communication, February 20, 2014) Patrick says, â€Å"I personally have a bias against the old school white male clinician that I am likely to see during a doctor visit. It is more textbook question after question and less inviting.† (P. de Mendoza, personal communication, February 20, 2014) Having said that, he did explain that in Mexico you a more likely to see a physician who is more involved and interested in what will make you feel b etter. Funny enough, Patrick laughed and said, â€Å"That’s real too!† (P. de Mendoza, personal communication, February 20, 2014) When I asked Patrick if he would prefer to have a physician from his culture, he said, he would probably be more open with someone from his culture. However, if not, he would hope to see a qualified physician to whom he could relate. On a more positive note, Patrick told me that in the Latin culture mental illness such as schizophrenia and Down syndrome are not looked down upon but instead are accepted by the family and the community. â€Å"You come together as a community to provide whatever they need and to offer support for not just the mentally ill but also for the physically ill, grieving, and the indigent.† (P. de Mendoza, personal communication, February 20, 2014) I asked Patrick what role his culture and religion played in his up-bringing. In a very earnest response, he replied, â€Å"I think in Mexican heritage we really val ue family life.† (P. de Mendoza, personal communication, February 20, 2014) Society did not dictate how he was disciplined even though the Mexican population is Roman Catholic as a culture. When I asked him about his own health, he replied that he becomes quite overwhelmed with the stress of being a pre-school teacher. He added, how a person carries their stress determines how healthy or sickly they may be. Patrick felt he could be healthier and that he could better his own situation using diet, exercise, and stress management. In 2003, the Institute of Medicine recognized that an increasing number of studies focusing on disparities in healthcare validated the view of racial and ethnic minorities as credible assessments. For example the biased views often held by Mexican-Americans toward their physician have a true influence on the patient as well as the physician. While the patient questions competency and may disrespect the physician because he is culturally different and not of the same ethnicity, conversely the physician’s perspective is often influenced by the patient’s avoidance of treatment and difficulty in communication (Blendon et al., 2007). In my interview with Patrick he reinforced this point by saying, â€Å"The relationship you have with a physician or nurse determines the types of questions they are free to ask and how freely you will answer them.† (P. de Mendoza, personal communication, February 20, 2014) Very personal questions, sexual in nature or concerning abortion are purposefully not answered if a patient assesses the physician as not caring or trust worthy. Trying to get answers out of him as a patient would be very taxing for a physician with whom he felt no bond or trust, even to the detriment of his health. Latin heritage is structured with a religious upbringing of Roman Catholicism that deters conversations concerning contraception and abortion. Abortion is a religious belief not a physician’s advice or a recommendation of a healthcare practitioner. A first visit is very different and although Patrick says he would probably be very reserved, he would give that physician the opportunity to build a trusting relationship. With his healthcare experiences at Kaiser Permanente, in particular, he has had no continuity of care and has received most of his treatment from nurses and nurse practitioners. Exasperated, Patrick commented, â€Å"I am likely to see a physician for about 5 seconds, if at all.† (P. de Mendoza, personal com munication, February 20, 2014) Again he repeated, â€Å"†¦ and that’s real too!† (P. de Mendoza, personal communication, February 20, 2014) Contrary to most Mexican-Americans, Non-Hispanic whites in the United States are in some ways more compelled by logic than culture when sick and dealing with healthcare. As far back in time as I can remember, if I became ill my mother either called the doctor or took me to the doctor’s office for a visit. I believe in western medicine, but my physician spoke the same language I did and I had health insurance that helped to pay for services. Rationally, it makes sense to go to the person who has the knowledge to solve the problem you are having. If you are having car trouble you go to the auto-mechanic. If you are having issues with your roof leaking, you call the roofer. If you are having complications within your body, you call the person who knows the most about the human body. Traditionally, for Caucasians in America whose grandparents’ grandparents were U.S. settlers, that person is a physician. Whether for a slight cold or a broken limb, I saw the doctor. I never had any problems getting an appointment because I never really had to have one. I very simply went to the office and signed in. Usually there was somewhat of a wait, but the time was well worth the medical resolution. I saw the same physician my father always had. When he retired his son took over his practice and he is still my physician today. â€Å"Since our hospitals were built by European Americans for European Americans, their values such as autonomy, independence, and privacy prevail in our institutions. Patients who have immigrated†¦ often value the family over the individual or view the male head of household as the decision maker for the patient† (Galanti, 2001). The hospital staff maintains that patients should want to gain their independence as a part of a healthy outcome (Galanti, 2001). Health outcomes are certainly affected by socio-economic advantage and cultural non-minorities benefit from higher rates of employment, acquisition of insurance, as well as choice and quality of health services. Mental health is another area where Mexican-Americans and Non-Hispanic whites differ. Both populations seem to have contrasting ideas about the causation of psychiatric illness which affect the roles family members play in treatment and recovery. The Hispanic culture is accepting of the person regardless of the ailment. The Mexican perspective accepts and expresses less blame, embarrassment and stigmatization than what I have personally witnessed in my own culture. I had an uncle who was an alcoholic. In the community and in the family people expressed a common feeling of disgust for him. My brothers and I were always told, â€Å"Stay away from Paul, he drinks too much.† Whether a genetic disorder such as Down syndrome or complication from drug use during pregnancy, the child is accepted with open arms and warmth. Patrick proudly stated, â€Å"The family and community comes together as one to pitch in and help those who suffer from perhaps schizophrenia or alcoholism. It is a cultural fundament to actively participate and help.† (P. de Mendoza, personal communication, February 20, 2014) Patrick’s mother suffers from schizophrenia. He says, â€Å"Every one of all ages is expected to chip in and make sure the person suffering is not left behind to suffer alone.† (P. de Mendoza, personal communication, February 20, 2014) Patrick continued with high spirits telling me that Latin America is very conversational rather than a more reserved culture where some things are not discussed. â€Å"There is a comfort in everyone chiming in; no one is labeled or shunned because they share a different opinion from the rest of the group. We are an open forum.† (P. de Mendoza, personal communication, February 20, 2014) Culture and ethnicity create a unique pattern of beliefs and perceptions as to what â€Å"health† or â€Å"illness† actually mean. In turn, this pattern of beliefs influences how symptoms are recognized, to what they are attributed and how they are interpreted, and effects how and when health services are sought. (Anderson, Scrimshaw, Fullilove, Fielding, Normand, 2003, p. 68) Utilization or lack thereof is not always due to an absence of medical facilities or health insurance. Sometimes there isn’t a language barrier that keeps someone from having a conversation with a healthcare practitioner. Even as there is a growing population of medical professionals of the Hispanic ethnicity as well as other minorities, generally most Mexican-Americans expect their primary practitioner to be an older white male. In Patrick’s view, this acts as a deterrent to the United States healthcare system for most Mexican-Americans. While Patrick’s idea of the physician’s ethnicity may inhibit most of his Mexican-American friends; this is an image of a provider that I am used to. As bravado as Patrick’s culture is, for 8 of 9 of his closest friends the head of the family is the grand-ma, abuelita. â€Å"We often take the opinion of our elders, grand-mother or uncle who you know are on your side.† (P. de Mendoza, personal communication, February 20, 2014) At this point Patrick has an HMO. He says, â€Å"Doctors are not advocating for me.† (P. de Mendoza, personal communication, February 20, 2014) If he sought a physician’s advice, the recommendation always comes from family and friends. Longstanding in Mexican culture, many tend to go over the boarder to have procedures performed. Patrick said, â€Å"I don’t know if it is of the same quality as U.S. healthcare, but unless you have a really good job with excellent insurance coverage and a strong bond with your physician, then you trust the people your family go to when they are sick.† (P. de Mendoza, personal communication, February 20, 2014) Shocking to me, he added, â€Å"I have friends that are in the military with great healthcare, but they still go to Mexico to get procedures they need because their families went there.† (P. de Mendoza, personal communication, February 20, 2014) The Clinical Nurse Leader character was formed by the AACN in 2006 to afford headship across all aspects of our health care organization (Shipman, Stanton, Hankins, Odom-Bartel, 2013). Patrick felt that miscommunication and a lack of cultural understanding leads to mistrust. He said, The more you trust a doctor the better relationship you have and the more inclined you are to talk about your personal issues and relationships. When I’m referring to going over the border, I’m speaking of seeing the family doctor. It does say a lot to have a family doctor because you have a history with someone who can identify with your beliefs (P. de Mendoza, personal communication, February 20, 2014). As a Clinical Nurse Leader, we are responsible for advocating for the patient and for fostering communication between patients, their families or care takers and nurses and physicians alike. The involvement of a CNL in patient treatment could soon be as prevalent in health care facilities as physician assistants and nurse practitioners are now. CNLs could put programs in place for retaining and recruiting diverse staff. This would provide a deeper well of knowledge of beliefs and practices from many cultures not just one or two. Another obligation of all practitioners and specifically Nurse Leaders is to ensure that educational materials are available that are culturally and linguistically appropriate for each clients’ cultural history. Our patients should feel as though their Clinical Nurse Leaders have given them the tools to actively be involved in their own health treatment. These are basic cultural competencies that, when implemented, further the cultural riches within he alth facilities already available to diverse communities. A Clinical Nurse Leader, having specific training in cultural awareness, will hopefully creatively lessen communication barriers, facilitate the integration of larger knowledge bases of ethnic health beliefs, as well as better conditions and practices. To provide an equal quality of healthcare to everyone hardly means treating all patients the same. In order to give optimal health care to everyone, all professionals must consider humanity’s many differences, attempt to know each client, and tailor treatment to the individual. We could also work with area providers in sensitivity training helping them to become aware of their beliefs that work to marginalize other ethnicities. (Anderson et al., 2003, p. 72) I hope that these accomplishments and goals toward quality of care are realized in the near future. It is senseless for a country as advanced as the United States is to have such a miraculous body of medical and biologic knowledge, if we fail to use that information to optimize the health situations of all the people that make-up our society. Patrick felt his health was not at its best due to the amount of stress he experiences. He felt his health could be transformed by more positive thinking, setting realistic goals, eating better, and exercising. As Clinical Nurse Leaders, we should be promoting inter-professional team care and embracing not an alternative system, but a complimentary treatment approach to the patient as a whole. References Anderson, L. M., Scrimshaw, S. C., Fullilove, M. T., Fielding, J. .E., Normand, J., (2003). Culturally competent healthcare systems: a systematic review. American journal of preventive medicine, 24(3), 68–79. doi: 10.1016/S0749-3797(02)00657-8 Blendon, R. J., Buhr, T., Cassidy, E. F., Perez, D. J., Hunt, K. A., Fleischfresser, C., . . . Herrmann, M. J. (2007). Disparities In Health: Perspectives Of A Multi-Ethnic, Multi-Racial America. doi: 10.1377/hlthaff.26.5.1437 Galanti, G. A. (2001). The challenge of serving and working with diverse populations in American hospitals. Diversity Factor, 9(3), 21-26. Shipman, S., Stanton, M., Hankins, J., Odom-Bartel, R. (2013). INCORPORATION OF THE CLINICAL NURSE LEADER IN PUBLIC HEALTH PRACTICE. Journal of Professional Nursing, 29(1), 4-10. doi: 10.1016/j.profnurs.2012.04.004

Hayward Healthcare Systems Essay

Mr. Bob Jackson is the new operations manager in Hayward Healthcare Systems. He came in to solve a number of problems with the distribution center including high levels of defects and errors in orders from clients. In just a few weeks after accepting the position, Mr. Jackson discovered that the former manager hired supervisors on the basis of job seniority and friendship. Moreover, many of his employees were convicted felons who disturbed the work environment. Arguments and other issues between employees were solved with physical or verbal abuse; this in part was because background and references were not checked prior to hiring those employees and managers and supervisors failed to fulfill their duty and responsibilities. One day Mr. Jackson was informed about a heated dispute between two of his employees. The tense situation was between a black and a white male for the music that was played in the workplace. Because there was no official company policy in regards to the music that was allowed in the workplace, Mr. Jackson was puzzled on whether or not to penalize the employees and even more important, how he could prevent further similar situations. Summary of Recommendation Before creating a new company policy in regards to unacceptable employee conduct, Mr. Jackson must settle the conflict by disciplining both Mr. Ed Williams and Mr. Buddy Jones. Mr. Jackson must use his power as operations manager and suggest upper level management to suspend these two employees for a short period of time. In addition, both employees should be issued a written warning informing them of immediate termination of their employment upon another confrontation or other unacceptable conduct. Aditionally, Mr. Jackson must recommend company management to create a corporate policy on the music allowed in the worksite. By informing all his employees that all of them should respect this policy or they are going to be disciplined, he can ensure that incidents such as the one of Mr. Williams and Mr. Jones will be less likely to occur in the future. Case Analysis Mr. Bob Jackson is the new operations manager of the distribution center for Hayward Healthcare Systems. This $80 million a year business hired Mr. Jackson for this job in hopes that he solve the problems in the distribution center. Recently, â€Å"the center had experienced a very high level of defects (140 per month) and an unacceptable rate of errors in the orders taken from client hospitals† (O’Rourke, 2013, p. 301), so Mr. Jackson seemed to be the right candidate to correct these issues. Considering that Mr. Jackson had operations experience in the company, top level management felt confident of his capabilities to improve the performance of the distribution center in a fairly short period of time. After a few weeks into his new position, Mr. Jackson discovered that five supervisors hired by his predecessor had been selected for their position on basis of job seniority or personal friendship (O’Rourke, 2013, p. 301). Without any doubt, this caused employee – supervisor relationships to be tense, unprofessional and of poor credibility; For example, it was evident that employees had an overall negative attitude towards their peers and managers. This caused the overall working environment to be hostile, between others. In addition to the situation of the supervisors, Mr. Jackson also discovered that â€Å"seven employees were convicted felons who had been imprisoned for violent assaults on their victims† (O’Rourke, 2013, pp. 301-302). Clearly, it can be assumed that employees were hired without their backgrounds and references being checked. On the other hand, because of their violent background, employees were used to settle their differences with physical and verbal attacks to each other. Even worse, poor management did not attend these issues letting the situation to escalate. The climax of this situation came when Mr. Ed. Williams and Mr. Buddy Jones got into a heated dispute on the type of music that was played in the worksite. Considering that Mr. Jackson’s workforce included minorities, including black people such as Mr. Williams, it was essential for upper level management to develop a corporate policy on this, which at the time they did not have. In contrast to past managers, who failed to discipline  negative actions, Mr. Jackson had to be sure to both discipline these two employees and advocate for a corporate strategy that would specify music issues in order to avoid similar situations over the long run. Alternatives Identified Upon this issue, Mr. Jackson is limited in his alternatives. As a newly hired manager, he must decide on two important issues: the situation of Mr. Williams and Mr. Jones and also how he will prevent similar situations in the future. I have identified two alternatives on the situation of his employees and also one on how to prevent future harsh situations. Also, an option has been identified so Mr. Jackson in case he can not deal with the situation. In reference to the situation between Mr. Williams and Mr. Jones, Mr. Jackson can: †¢Accept the situation †¢Ignore the situation By accepting the situation, Mr. Jackson will be able to discipline both employees by perhaps suspending them from their shores and also issuing them a written warning. Besides serving as punishment for their actions and as a statement of â€Å"this behavior will not be accepted anymore†, this action will indicate other employees as a warning that unprofessional behavior will not be longer accepted. Besides taking this immediate action, Mr. Jackson must suggest to upper level management to create a corporate policy on the music allowed in the workplace in order to prevent future similar situations. On the other hand, Mr. Jackson can also ignore the situation and just let it as is, following the pattern of unprofessional management from the previous manager. If Mr. Jackson feels like he can not deal with this situation, he can simply ignore it and just step down from his duties as operations manager. This would not be a good option since not only is this a great opportunity for him to show off his skills but also he was hired to solve this problem. Recommendation Based on the possible alternatives identified for Mr. Jackson, it is  recommendation for him is to discipline both Mr. Williams and Mr. Jones and also to advocate for a corporate policy on the music allowed in the workplace. Immediately, Mr. Jackson should take disciplinary actions against the two employees, Mr. Williams and Mr. Jones. As stated above, Mr. Jackson should suspend 5 business days without pay both of them for their actions on the music player incident. In addition to this, he should also issue a written warning to both of them specifying their wrongful actions and detailing that on a future occasion, similar actions will cause employment termination. On the other hand, a good test on the effectiveness of this recommendation would be to see if after the suspension and warning, the employees continue their past behaviors. In regards to financial costs for this action, these actions will actually save the company money. Specifically, they will save in total 5 days of salary from the two employees. For example, $120 per day for each in five days will total savings of $1,200.00. Besides the financial benefit, a more important benefit will be the security that similar situations will be less like ly to happen. Besides this action, Mr. Jackson should also support the creation of a corporate policy on the music that should be played in the workplace. This will benefit all in the company since everyone will know the type of music that can be played and its volume. No two employees will argue for the music issues since the company will rule over this. A great way to supervise the progress of this this move will be to survey satisfaction from employees after six months of its implementation and to chart future situations dealing with music in the future. In sum, this will be great for everyone in the company and will prevent many future situations such as the one of Mr. Williams and Mr. Jones. References O’Rourke, James S. â€Å"Managing Conflict.† Management Communications: A Case Analysis Approach. 5 ed. New York: Prentice Hall, 2012. 289-315. Print.

Security Strategy For The Company - 756 Words

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Offenders And The Need For Treatment Case Study - 1407 Words

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Deception Point Page 30 Free Essays

The President shook his head. â€Å"I’m afraid I didn’t make myself clear. You’ll be doing the briefing from where you are via video conference. We will write a custom essay sample on Deception Point Page 30 or any similar topic only for you Order Now † â€Å"Oh.† Rachel hesitated. â€Å"What time did you have in mind?† â€Å"Actually,† Herney said, grinning. â€Å"How about right now? Everyone is already assembled, and they’re staring at a big blank television set. They’re waiting for you.† Rachel’s body tensed. â€Å"Sir, I’m totally unprepared. I can’t possibly-â€Å" â€Å"Just tell them the truth. How hard is that?† â€Å"But-â€Å" â€Å"Rachel,† the President said, leaning toward the screen. â€Å"Remember, you compile and relay data for a living. It’s what you do. Just talk about what’s going on up there.† He reached up to flick a switch on his video transmission gear, but paused. â€Å"And I think you’ll be pleased to find I’ve set you up in a position of power.† Rachel didn’t understand what he meant, but it was too late to ask. The President threw the switch. The screen in front of Rachel went blank for a moment. When it refreshed, Rachel was staring at one of the most unnerving images she had ever seen. Directly in front of her was the White House Oval Office. It was packed. Standing room only. The entire White House staff appeared to be there. And every one of them was staring at her. Rachel now realized her view was from atop the President’s desk. Speaking from a position of power. Rachel was sweating already. From the looks on the faces of the White House staffers, they were as surprised to see Rachel as she was to see them. â€Å"Ms. Sexton?† a raspy voice called out. Rachel searched the sea of faces and found who had spoken. It was a lanky woman just now taking a seat in the front row. Marjorie Tench. The woman’s distinctive appearance was unmistakable, even in a crowd. â€Å"Thank you for joining us, Ms. Sexton,† Marjorie Tench said, sounding smug. â€Å"The President tells us you have some news?† 33 Enjoying the darkness, paleontologist Wailee Ming sat alone in quiet reflection at his private work area. His senses were alive with anticipation for tonight’s event. Soon I will be the most famous paleontologist in the world. He hoped Michael Tolland had been generous and featured Ming’s comments in the documentary. As Ming savored his impending fame, a faint vibration shuddered through the ice beneath his feet, causing him to jump up. His earthquake instinct from living in Los Angeles made him hypersensitive to even the faintest palpitations of the ground. At the moment, though, Ming felt foolish to realize the vibration was perfectly normal. It’s just ice calving, he reminded himself, exhaling. He still hadn’t gotten used to it. Every few hours, a distant explosion rumbled through the night as somewhere along the glacial frontier a huge block of ice cracked off and fell into the sea. Norah Mangor had a nice way of putting it. New icebergs being born†¦ On his feet now, Ming stretched his arms. He looked across the habisphere, and off in the distance beneath the blaze of television spotlights, he could see a celebration was getting underway. Ming was not much for parties and headed in the opposite direction across the habisphere. The labyrinth of deserted work areas now felt like a ghost town, the entire dome taking on an almost sepulchral feel. A chill seemed to have settled inside, and Ming buttoned up his long, camel-hair coat. Up ahead he saw the extraction shaft-the point from which the most magnificent fossils in all of human history had been taken. The giant metal tripod had now been stowed and the pool sat alone, surrounded by pylons like some kind of shunned pothole on a vast parking lot of ice. Ming wandered over to the pit, standing a safe distance back, peering into the two-hundred-foot-deep pool of frigid water. Soon it would refreeze, erasing all traces that anyone had ever been here. The pool of water was a beautiful sight, Ming thought. Even in the dark. Especially in the dark. Ming hesitated at the thought. Then it registered. There’s something wrong. As Ming focused more closely on the water, he felt his previous contentedness give way to a sudden whirlwind of confusion. He blinked his eyes, stared again, and then quickly turned his gaze across the dome†¦ fifty yards away toward the mass of people celebrating in the press area. He knew they could not see him way over here in the dark. I should tell someone about this, shouldn’t I? Ming looked again at the water, wondering what he would tell them. Was he seeing an optical illusion? Some kind of strange reflection? Uncertain, Ming stepped beyond the pylons and squatted down at the edge of the pit. The water level was four feet below the ice level, and he leaned down to get a better look. Yes, something was definitely strange. It was impossible to miss, and yet it had not become visible until the lights in the dome had gone out. Ming stood up. Somebody definitely needed to hear about this. He started off at a hurried pace toward the press area. Completing only a few steps, Ming slammed on the brakes. Good God! He spun back toward the hole, his eyes going wide with realization. It had just dawned on him. â€Å"Impossible!† he blurted aloud. And yet Ming knew that was the only explanation. Think, carefully, he cautioned. There must be a more reasonable rationale. But the harder Ming thought, the more convinced he was of what he was seeing. There is no other explanation! He could not believe that NASA and Corky Marlinson had somehow missed something this incredible, but Ming wasn’t complaining. This is Wailee Ming’s discovery now! Trembling with excitement, Ming ran to a nearby work area and found a beaker. All he needed was a little water sample. Nobody was going to believe this! 34 â€Å"As intelligence liaison to the White House,† Rachel Sexton was saying, trying to keep her voice from shaking as she addressed the crowd on the screen before her, â€Å"my duties include traveling to political hot spots around the globe, analyzing volatile situations, and reporting to the President and White House staff.† A bead of sweat formed just below her hairline and Rachel dabbed it away, silently cursing the President for dropping this briefing into her lap with zero warning. â€Å"Never before have my travels taken me to quite this exotic a spot.† Rachel motioned stiffly to the cramped trailer around her. â€Å"Believe it or not, I am addressing you right now from above the Arctic Circle on a sheet of ice that is over three hundred feet thick.† Rachel sensed a bewildered anticipation in the faces on the screen before her. They obviously knew they had been packed into the Oval Office for a reason, but certainly none of them imagined it would have anything to do with a development above the Arctic Circle. The sweat was beading again. Get it together, Rachel. This is what you do. â€Å"I sit before you tonight with great honor, pride, and†¦ above all, excitement.† Blank looks. Screw it, she thought, angrily wiping the sweat away. I didn’t sign up for this. Rachel knew what her mother would say if she were here now: When in doubt, just spit it out! The old Yankee proverb embodied one of her mom’s basic beliefs-that all challenges can be overcome by speaking the truth, no matter how it comes out. Taking a deep breath, Rachel sat up tall and looked straight into the camera. â€Å"Sorry, folks, if you’re wondering how I could be sweating my butt off above the Arctic Circle†¦ I’m a little nervous.† The faces before her seemed to jolt back a moment. Some uneasy laughter. â€Å"In addition,† Rachel said, â€Å"your boss gave me about ten seconds’ warning before telling me I would be facing his entire staff. This baptism by fire is not exactly what I had in mind for my first visit to the Oval Office.† How to cite Deception Point Page 30, Essay examples

Contemporary Issues in the Hotel Industry Marketing

Question: Describe about the Contemporary Issues in the Hotel Industry? Answer: Branding strategy has become an essential part of all the industries and the business organizations believe that it is the brand which makes and withstands the value for a longer period of time. Branding is one of the most important aspects of any business large or small and it is the effective brand strategy which gives a major edge in the competitive markets. In this article we will find ten assumptions in the hotel industry which might give a boost or a major rise for an extended period to the brand. Assumption 1 Brand management plays a major role in creating value to the hotel business It has been a disputed argument that a brand can create a major value to the hotel business and that branding creates a guest loyalty in influencing top and bottom line revenues and the over - all asset values in the industry. The effect of the brand on the customer satisfaction seems to also have a major effect on the brands franchising strategy. Challenge in the Assumption Lack of branding might result in a loss of reputation for the Hotel. This aspect is true for almost for most of the hotels as branding is a part of the marketing strategy. Evidence of the assumption: Since 1980 there have been brands like Quality International which have been renamed and have developed multiple segments within the industry in order to make their presence felt in the market and to expand their brand name (O Neill Mattila, 2006). Agree or Disagree with Assumption with evidence: This seems to be true to some extent however only when the brand starts penetrating itself into multiple segments as it is their presence in creating a variety of products or providing wide range of services which makes the people get connected to the brand as and however they start utilizing their products. Is it sound or not with evidence- It is sound with the evidence as it has been mentioned that 1980 there have been brands like Quality International which have been renamed and have developed multiple segments within the industry. Is it logical or not with the evidence It is logical with the facts which have been provided as there is an adequate amount of facts which have been proven based on this assumption. Assumption 2 From a corporate strategy view point it has been assumed that well managed hotel brands tend to gain an increasing market share Brand strategy is all about how the brand approaches different segments, how it plans for its establishment of the brand and how it plans to distribute its products amongst the distributors. Communication is an integral part of establishing a brand value where the brand communicates verbally and visually in the market to withstand the competition from other rising or already established brands Challenge in the Assumption There will be an immense stress on the brands to maintain the market value as their financial gain is directly dependent on it Evidence of the assumption Hotel Marriott International has always tried to increase its brand value by making their presence feel in the market by creating a strong strategy for their brand where they include their brand name in almost all the segments in which they enter. Most of the companies also use similar logos or they tend to include the same logo on the brand irrespective of the nature of business. Agree or Disagree with Assumption with evidence- This assumption is also true as it has been proven by most other brands like choice international as by getting acquired by other established brands they are able to get a major boost for their brand name typically by just including the parent companys name (O Neill Mattila, 2006). It is sound and logical with the evidence. Is it sound or not with evidence- It is sound with the evidence as it has been mentioned that there are many hotels in the brand which always tried to increase its brand value by making their presence feel in the market by creating a strong strategy for their brand where they include their brand name in almost all the segments Is it logical or not with the evidence Presence in the market and further market penetration are based on this evidence and this makes it a viable logical evidence for this assumption. Assumption - 3 The remarkable growth of the hotel branding rests on the concept that a brand provides a greater value to the guest and hotel companies in large parts as their branding fosters a brand loyalty (ONeill and Xiao 2006). Even though different hotel brands take different approaches to establish their brand in the market the bottom line for all the businesses to foster their brand loyalty by reaching maximum amount of people and by tapping the exact market potential. Challenge in the Assumption The expectation gets set on the assumption fact that the hotel has to maintain the brand Evidence of the assumption The hotel brands take to different marketing strategies in this aspect as fostering a brand is a closer move for the customer segment as the brand tends to conduct a thorough market research to know the demands which prevail in the market and they tend to service in the same way. Agree or Disagree with Assumption with evidence Loyalty is true to have been proven in almost all the business segments and not only in the hotel industry. Irrespective of the fact whether the brand has penetrated into different segments or they have opened various franchises for establishing and expanding their brand loyalty plays and occupies the highest positon in deciding the future of a company or a brand. As once the brand gets established or once the brand gets its boost by penetration it is sure to be there for longer period of years provided it has won a lot of customers. It is sound and logical with the evidence. Is it a sound or not with the evidence - It is sound with the evidence as it has been mentioned that the industry has been trying different options like hotel brands take to different marketing strategies in this aspect as fostering a brand is a closer move for the customer segment as the brand tends to conduct a thorough market research to know the demands which prevail in the market and they tend to service in the same way. Is it logical or not with evidence- It is logical with the evidence as it the marketing strategies which have been tried so far by most of the hotel brands have been given in the evidence of the assumption. Assumption 4 Corporate colors and logos of brands matter to establish the brands in the market As the brand represents a company itself its presentation should be consistent amongst all its group of companies. A parent company is the stem through which the sister companies root out and they carry the image of the parent company to carry forward their legacy for years to come. Challenge in the Assumption Freshness is the aspect which plays a major role in this factor as there is constant vigilance against it. Evidence of assumption There are evidences where the well established brands have changed their nature of business, evidences where they have shifted their major line which they have started since legacy however they have maintained their logo, colors and images as a standard practice all across their business organizations as it creates a major impact on the people and in the market where it is the logo sometimes that creates an impression and it is the logo which strikes the audience about the brand. (Vaid 2003). Agree or Disagree with Assumption with evidence- Logos matter in creating an impact in the industry for sure however there is a slight dependency on the customer loyalty and the brand image given in the assumptions above which create a major value in the market. Logos, colours and images which the brand sets in for it should be teamed with a proper branding strategy and the right approach to selling their products as it is the value which matters the most for a long standing image in the market (Gilmore, J. H., and J. Pine. 2002). It is not as sound and logical with the evidence as this factor might not always have a greater impact. Is it sound or not with the evidence - It is sound with the evidence as it has been mentioned that in the hotel industry there are well established brands have changed their nature of business, evidences where they have shifted their major line which they have started since legacy however they have maintained their logo, colors and images as a standard practice all across their business organizations as it creates a major impact on the people and in the market where it is the logo sometimes that creates an impression and it is the logo which strikes the audience about the brand. Is it logical or not with evidence- It is sound with the evidence as the impressions made and the connectivity to the customer in various aspects are critical for the hotels to get established. Assumption 5 A Hotel brand is represented by their relationship which they maintain with their guests Branding as it is forms an integral part of all the business segments as mentioned above however the major aspect which plays a major role here is the relationship which it maintains with its guests or the customers as they are a part of the hospitality industry. Challenge in the Assumption New innovations are to be framed at all times and good knowledge of market competitors should be maintained. Evidence of the assumption Consumers get to know a brand or they try a new brand just by chance and they get to establish a long standing connection to the brand because of the its value it has created, because of its services it has provided and the branding image it carries. The reason could be any of all the three factors given above. The relationship or the first experience which the hotel brand provides its customers for the first time creates and establishes a strong relationship as the experience gets cemented in the minds of the people for a long amount of time (Oh, H. 1999). The same has been true with the hotel brands Waldorf Astoria as they believe in giving memorable experiences to their guests than just providing services to their people. These pleasant experiences which the people can relate to create a greater ground to the people for establishing a long standing connection with the brand and this also paves way to getting the people buy all the services of that brand or for that matter get the customers stick to the same brand even when they launch new product lines. Agree or Disagree with Assumption with evidence-It is true that trust paves way to all the brands in the market and that trust plays a major role roping in a lot of customers to their brand value. It is sound and logical with the evidence. Is it sound or not with the evidence - It is sound with the evidence as it has been mentioned that The relationship or the first experience which the hotel brand provides its customers for the first time creates and establishes a strong relationship as the experience gets cemented in the minds of the people for a long amount of time Is it logical or not with the evidence - It is sound with the evidence as the impressions made and the relationships with the customer in various aspects are critical for the hotels to get established Assumption 6 Positive branding effect occurs only in the middle chain scale industries and in the lower segment industries and they dont occur in the upper scale segment business organizations. Branding is always to do with a positive branding or an image setting for a business or a product. Branding is something to do with creating an image for the products a particular brand sells or the types of services they provide (Ryan, Lin, 2014). Challenge in the Assumption The fact of positive branding has to be shown that it affects all the hotels and not only the factors mentioned above. Evidence of the assumption The Brand affiliation affects the hotels brand value. Branding is used as an important quality standard whereas what it actually is in the real time industry standards and the market scenarios is totally different. It is a well - known fact that consumers are always willing to pay any price for the brand they trust and to derive the consumer satisfaction aspect from it (Keller, K. L. 1993). The brand affiliations like the brand name, brand logo, colors and other attributes associated with it attribute totally for a value which is 20 to 30 % higher than the actual value of what is expected. It is also a known fact that the well-established and renowned brands prevent the other Competitors to enter the competition (Dev Morgan Shoemaker, 1995). Agree or Disagree with Assumption with evidence - This might be 50% true in this aspect as the quality and type of marketing also would have to be concerned in this context for a brand affiliation to be valued. It is sound and logical with the evidence. Is it sound or not with the evidence - It is sound with the evidence as it has been mentioned that The brand affiliations like the brand name, brand logo, colors and other attributes associated with it attribute totally for a value which is 20 to 30 % higher than the actual value of what is expected. Is it logical or not with the evidence - It is logical with the evidence the brand affiliations contribute a lot to the business. Assumption 7 There is a strong relationship between hotel brands and guest satisfaction Most of the hot brands and in fact the business organizations depend on the satisfaction of the customers for promoting their business. They attribute the real growth in this sector is seen with the operational success (ONeill and Mattila 2004). Challenge in the Assumption Hotel brands and guest satisfaction become directly dependent on each other and this factor creates a continuous pressure on the brand to be watchful of their changing needs of the customers. Evidence of assumption - Previously when business organizations first came into picture they had a need to establish their business, find customers, deliver service and create value. In those days the business organizations were in proportion with the no. of population which existed in a particular region. In these days when the population has outgrown the no. of business organizations it made way to more and more no. of business ideas to evolve and help the customers by knowing what their actual needs are and then developing products which could suit their needs (Jiang, W., C. Dev, and V. Rao. 2002). Agree or Disagree with Assumption with evidence - This is 100% true in the sense that with the growing population numbers there have been many innovative ideas in terms of internet business promotions, creation of small advertisements, promoting business through set up of small size campaigns and by even promoting online sales for a wide variety of products in business organizations which belong to varied nature (H. Houdr, 2008). It is sound and logical with the evidence as this has a greater impact with the impression the hoteliers can create. Is it sound or not with the evidence - It is sound with the evidence as it has been mentioned that business ideas evolve and help the customers by knowing what their actual needs are and then developing products which could suit their needs Is it logical or not with the evidence - It is sound with the evidence as the impressions made and the relationships with the customer in various aspects are critical for the hotels to get established Assumption 8 Hotel Brand extension plays an important role in promoting the growth of the industry When the business organizations started their business in the initial stages of multi chain business they did not have something called as promoting the business through marketing channels however the hotel industry has embraced the new culture of marketing in the 1980 (Lane and Jacobson 1995). Challenge in the Assumption With the newer brands which the hotels set up the older ones should be at the same momentum and they should not lose any of their brand value. Evidence of assumption It has been proven with the well established brands like Hilton, Hyatt, InterContinental, Marriott and Wyndham where they have all grown into a multi chain brands over a period of 20 25 years. Hotel industry which is a part of the hospitality industry is very close to the people as they have the options of direct choices in terms of opting for various choices like type of stay, type of room, purpose of travel, lodging choices and the type of location to which where they would want to stay close (Kim 2008). Agree or Disagree with Assumption with evidence- A competitive environment has proven that guest satisfaction plays a major role in promoting the hotel brand extension (Oh, 1999). The brand extension of any product or a business needs a marketing strategy to be implemented and this can be done through word of mouth behavior (Gunderson, Heide, and Olsson 1996). It is sound and logical with the evidence. Is it sound or not with the evidence - It is sound with the evidence as it has been mentioned that Hotel industry which is a part of the hospitality industry is very close to the people Is it logical or not with the evidence - It is sound with the evidence as the good will they make helps in creating a brand value Assumption 9 Multi brand strategies have disadvantages associated with them relative to the advantages associated with them Branding provides a value and its adds a different flavor to the working system of any business. Branding happens in the form of consideration sets where consumers buy a lot of products even without a complete knowledge of the entire product they are going to buy as they know that it is the brand which they are relying on than the actual product (Cravens, D. and Piercy, N. 2012). Challenge in the Assumption The brand value is something which creates the issue as the competitors might pose a greater competition with the type of services they offer. Evidence of assumption This is true in most cases with electronic gadgets, clothes line and childrens toys. The maximum amount of population is anyway the children where their daily needs form an important aspect of their wish to buy several good of their choice and many a times lack of time and proper market knowledge of the new companies and brands which evolve the consumers tend to buy the same brand on a repetitive basis. Agree or Disagree with Assumption with evidence- As given above about the products belonging to electronics, clothes line and various goods under the toys category simply go by the electronics brand value which the people trust the most. For instance Samsung and Nokia are the most trusted brands in terms of mobile appliances and LG and Morphy Richards are the brands which are most trusted among the home appliances (Jing, de Ruyter, and Wetzels 2002). Is it sound or not with the evidence - It is sound with the evidence as it has been mentioned that brands which evolve new models help the consumers tend to buy the same brand on a repetitive basis. Is it logical or not with the evidence - It is sound with the better products they make helps them as they get a good which in turn will help in creating a brand value Assumption 10 There is a strong relationship between hotel branding and franchising Franchising comes with a special set of consideration sets for branding. When the owner of the brand is not a property operator there might be issues in terms of consumer perceptions and marketing operations of the products of the brand (Prasad and Dev 2000). Challenge in the Assumption Franchising has to be given to chosen sectors and brands as they should be able to maintain the brand value. Evidence of assumption - Franchises are business options provided for the companies to establish their brand in other countries in order to grow their business and establish themselves with a view to pursue their brand and learn more about the customer choices in different locations. As the franchises are not the business owners the ownership responsibility of the brand does not lie with them and there - by there are various chances of the brand name to perish slowly with the misconceptions or any service deliverables which might fail to happen according the rules of the parent company. This proves that there is a strong need for the employees of the franchise company to own the responsibility of setting the actual brand image of the company and delivering according to the services as per the laid regulations of the parent company. Agree or Disagree with Assumption with evidence- The parent companies who give their brand for franchises prefer not take major risks as they dont approve the higher risk activities in the management of the franchise companies for the fear of tarnishing their and not able to recoup their tarnished image. It is always better to have a fixed no. of brand extensions so that there would be an amount of control which could be exercised on the franchises. It is sound and logical with the evidence. Is it sound or not with the evidence - It is sound with the evidence as it has been mentioned that there is a strong need for the employees of the franchise company to own the responsibility of setting the actual brand image of the company and delivering according to the services as per the laid regulations of the parent company. Is it logical or not with the evidence - It is sound the hotel brand tends to invite more franchising opportunities in the market. Explanation of the Interests Served by Assertions This article has been justified with all its assumptions and with the detailed facts which havebeen provided. This article provides a great insight into the detailed aspects in the hotel industry. They will get to know the role of the brand and the strategy which could be used in successful operation and financial performance of the organization. Implications of the Conclusion All the positive and negative assumptions in the hotel industry which are probable have been submitted with all the possible levels of acceptance and rigidity which could promote and give an opportunity for the betterment of the business in the sector. With the solutions provided it can be further tried whether we can analyze them any better and put them to use. Alternative Conclusion Alternative conclusion can be analyzed from a method where these strategies are put to use and if they dont work. There cant be alternatives even without testing the options decided. In a way these strategies can be used for promoting the brand equity and its market presence. References Oh, H. 1999. Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management 18:67-82. Dev, C., K. Z. Zhou, J. Brown, and S. Agarwal. 2009.Customer orientation or competitor orientation: Which marketing strategy has a higher payoff for hotel brands? Cornell Hospitality Quarterly 50:19-28. Gilmore, J. H., and J. Pine. 2002. Differentiating hospitality operations via experiences. Cornell Hotel and Restaurant Administration Quarterly 43 (3): 87-96. Mattila, A. S. 1999. Consumers value judgments. Cornell Hotel and Restaurant Administration Quarterly 40 (1): 40-46. ONeill, J. W., and A. S. Mattila. 2004. Hotel branding strategy: Its relationship to guest satisfaction and room revenue. Journal of Hospitality Tourism Research 28 (2): 156-65. Prasad, K., and C. Dev. 2000. Measuring hotel brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly 41 (3): 2231. Jing, L., K. de Ruyter, and M. Wetzels. 2008. Consumer responses to vertical service line extensions. Journal of Retailing 84 (3): 268-80. Vaid, H. 2003. Branding: Brand strategy, design, and implementation of corporate and product identity. New York: Watson-Guptill. Kim, W. G. 2008. Branding, brand equity and brand extensions. In Handbook of hospitality marketing management, ed. H. Oh and A. Pizam, 87-118. New York: Elsevier. Jiang, W., C. Dev, and V. Rao. 2002. Brand extension and customer loyalty: Evidence from the lodging industry. Cornell Hotel and Restaurant Administration Quarterly 43 (4): 516. Kim, W. G., and H. B. Kim. 2004. Measuring customer- based restaurant brand equity: Investigating the relationship between brand equity and firms performance. Cornell Hotel and Restaurant Administration Quarterly 45 (2): 115-31 Gundersen, M., M. Heide, and U. Olsson. 1996. Hotel guest satisfaction among business travelers. Cornell Hotel and Restaurant Administration Quarterly 37 (2): 72-81. Simon, C., and M. Sullivan. 1993. The measurement and determinants of brand equity: A financial approach. Marketing Science 12:28-52. Vaid, H. 2003. Branding: Brand strategy, design, and implementation of corporate and product identity. New York: Watson-Guptill. Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57 (1): 1-22. Ryan, Lin, 2014, Staying Power: Revenue grows as demand from international travellers and businesses rises Hooley, G., Piercy, N., Nicoulaud, B. 2012, Marketing Strategy and Competitive Positioning, 5th Ed., Prentice Hall. Cravens, D. and Piercy, N. 2012, Strategic Marketing, 10th Ed., McGraw Hill. Mullins J., Walker O., Boyd H., and Larrch J.-C., 2006 Marketing Management: A Strategic Decision-Making B. Barney and A. M. Arikan, "The Resource-Based View: Origins and Implications." In M. A. Hitt, R. E. Freeman, and J. S. Harrison, eds. The Blackwell Handbook of Strategic Management (Oxford, UK: Blackwell, 2001), 124-188. Houdr, "Sustainable Hospitality: Sustainable Development in the Hotel Industry," Cornell Hospitality Industry Perspective 2 (July 2008), Cornell Center for Hospitality Research. Oh, H. 1999. Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management 18:67-82.