Higher education Essay Example | Topics and Well Written Essays - 500 words - 1

Higher education - Essay Example I have realized that higher education is a place where knowledge diversification can be nurtured and learnt. Knowledge diversification dates back to the 1st half of the 20th century, when the history of higher education was starting on earth. Because of this, I will be able to train in a wide array of subjects within my course of computer science as well as become more knowledgeable in the global community. For instance in my college, I can take advantage of relations that have been forged with industry, explore various career services, job shadowing, internships, job fairs as well as volunteer opportunities together with a broad array of other invaluable courses that guide me in my chosen career path. Thus in my area of specialization, almost everybody has to complete an internship before graduation; something which I know will offer me invaluable experience, just before joining the job market. Secondly higher education has made me see that there is diversity as far as student body is concerned something that has enabled me to socialize with my fellow students from all over the world as well as learn from my professors who are equipped with a variety as well as wealth of expertise.In my class today, we form a mixture of all people from various backgrounds as well as ethnicities unlike in the 50s when, inspite of founding of colleges for minorities and women, college education continued, by and large, being the sphere of the wealthy white male (John, 2013). This is something that I really appreciate since I do learn a lot from them. I have met wonderful people in the course of my college life, and I have strived to learn as much as I can from them, just as they do from me. In addition, I have been privileged to interact with students from other faculties, joined student organizations and participated in debates and discussions. This has assisted me in learning interpersonal skills; which is one

Advantages of Video Games Essay Example for Free

Advantages of Video Games Essay Video games are a favorite past time for kids and adults as well. Video game is gaining popularity by the day. Studies reveal that computer and video games play a vital role in healing and convalescing. Studies also show that the excitement of video games makes playing them addictive. They are not just for entertainment alone, they can aid in education as well. Playing active video games may stop children from becoming obese. Good-quality video games can provide fun and social form of entertainment. They can encourage teamwork and cooperation when played with others. It increases childrens self-confidence and self-esteem as they master games. It develops skills in reading, math, and problem-solving. Playing high-quality video games enhances and boosts the performance of the children. Likewise continuous exposure to violent games can make children aggressive. Now, the gaming industry has begun producing active ‘entertainment’ gaming systems. The world is going berserk over the wide range of video and computer games that are developed and sold everyday. If you are a game freak then there are comprehensive collections of game portals. While some are downloadable at free of cost, others are not. Most of the highly interactive games are available for purchase. However if you are looking for cheap or discounted prices then coupons are the best way to avail such offers. There is a site that offers coupons and coupon codes from different merchants related to video games. When you visit the site you will find different stores from which you can choose and select the store that interests you and click on the site to get coupons directly from the merchants. The coupons are updated regularly. There are several major gaming online stores on this site. Therefore you need not search for different websites for game downloads. You can save time by just visiting this site and get all that you need instantly. There is a lot to save from the coupons that the site offers. You can get great bargain of almost up to 50% off. This would increase your savings and enables you to get additional fun in other form. There are fabulous special discount sale events that take place very often. Thus there are best deals always. Check for coupons and discounts regularly and take advantage of them. There are special exciting gaming packages for kids that are meant not just for fun but also help in form of educating them.

The Flea by John Donne and The Altar by George Herbert

The Flea by John Donne and The Altar by George Herbert Compare and contrast the The Flea by John Donne and The Altar by George Herbert. The Flea by John Donne, published in 1633, is an erotic metaphysical poem in which the concept of a flea serves as an extended metaphor for the relationship between the speaker and his beloved. In comparison George Herbert’s The Altar, also published in 1633, demonstrates through the conceit of an altar how one should offer himself as a sacrifice to the Lord. This essay will compare and contrast; the poetic techniques, the shape of the poems and the use of meter. This essay will also highlight how these features link in with the main themes of sexual desires, religion and repetition to evoke the meaning of each poem. Both poets present the speaker differently through the use of poetic devices. For example, the metaphysical conceit in The Flea begins when the speaker states ‘And in this flea, our two bloods mingled be’. (4) This metaphor suggests that the speaker believes the mixing of two bloods is similar to the consecration of marriage and this is the argument the speaker sets up to woo his lover. The speaker uses direct address when he says ‘how little that which thou deniest me’. (2) By using the determiner ‘little’ it shows how he is trying to convince his lover of the unimportance of sexual intercourse. In addition, the possessive pronoun ‘me’ suggests he is trying to assert his authority, thus highlighting his sexual desire even more. In complete contrast, the speaker in The Altar is ambiguous as Herbert refers to a ‘servant’, (1) which implies anybody could be speaking it; whether it is the poet, the reader or even a priest, as it seems to be in the form of a prayer. Furthermore, the speaker illuminates they are addressing someone of higher importance as he refers to the ‘Lord’ (1). In addition, the adjective ‘broken’ (1) is an expression of a heartfelt sense of inadequacy and so this further captures Herbert’s meaning to define man’s place before God. It is important to take in to account how Donne and Herbert have a distinct contrast in how they use religion as a theme to evoke the meaning of their poems. Following on from this, Donne uses the general insignificance of a flea to be the primary image of the poem thus revealing his humorous and witty tone; as it contrasts with the act of intercourse, which is of monumental importance to many religious people back in the seventeenth century. Unlike Donne, Herbert uses the conceit of an altar to show how one should offer himself to God. Through his conceit, Herbert highlights the importance of devoting oneself to God, whereas Donne only uses religious imagery in order to win over his lover. In The Flea, the metaphor ‘three lives in one flea spare’ (10) contradicts what the speaker believes to be of unimportance. The speaker tries to manipulate his lover by suggesting she is going against the sanctity of marriage if she kills the flea. The image of ‘three lives’ equates to the three persons of the Holy Trinity; the Father, Son and Holy Spirit. By incorporating this imagery, Donne effectively uses Biblical referenc es to shape his argument and tries to seduce his lover in a crafty manner. However in The Altar, the metaphor ‘A HEART alone / Is such a stone’ (5/6) demonstrates how devout the speaker believes he is without offering himself fully to God. The noun ‘HEART’ is in bold and is placed near the centre of the poem, which illuminates that the heart should be central to what is being done. In addition, this suggests if the heart was to be taken out, the altar would lose its significance. This metaphor also symbolises the fall of Adam in the Garden of Eden; the sin that he committed represents the heart that has died. This again links in with the idea that one should offer himself as a sacrifice to God. Both Donne and Herbert’s poems create an effective visual image with the purpose of linking back to the meaning. The repetition of the shape in The Flea and the indentation of the last three lines of each stanza refer back to this three in one imagery. This repetition suggests a habitual routine that the speaker is a product of as he is determined to persuade his lover to agree in sexual intercourse. Furthermore, the speaker says ‘three lives’ (10) and ‘three sins in killing three’ (18) which are of high importance. This repetition of the three in one imagery suggests each stanza mirrors the concept of the flea, the lover and the speaker or even more importantly the Holy Trinity. In the same way the theme of repetition and religion has come across in The Flea, The Altar also creates a visual impact. Like Donne’s repetition of the shape of the stanzas, Hebert’s poem also repeats the shape of the first four lines with the last four lines. This creates a sense of how the spiritual world will always overrule the material world. The speaker in The Flea gives reference to material things such as sexual intercourse in order to win over his lover. However in the first four lines of The Altar, the speaker gives reference ‘workmans tools’ (4) to suggest that material goods will never be on same level as the spiritual world. Micah Krabill states Herbert has ‘made an external altar for the reader; by approaching the poem, the reader approaches the altar.’ (Krabill, 1998) Following on from this, Herbert purposefully sets the shape of this poem like an altar so that the reader places themselves before God, which links back to Krabill’s statement of how the reader approaches the altar. Herbert gives reference to a ‘broken ALTAR’ (1) which is clever as the poem is in the shape of a broken altar. This evokes the meaning of how the pathway to God is not always easy. Herbert further emphasises the significance of religion when the shape moulds to the centre at ‘A HEART alone’ (5), thus highlighting how the heart is at the centre of the sacrifice given to God. The repetition of the shape of the last four lines links in with the visual shape in The Flea as it suggests the speaker is prepared to offer himself fully at the end of the poem. The meter of each poem are similar in that they fall in to the iambic rhythm, however they create different impacts. The Flea alternates between iambic tetrameter and iambic pentameter for example ‘Though use make you apt to kill me, / Let not to that, self-murder added be’. (16/17) However the last three lines in each stanza alternate between tetrameter for line seven and then pentameter for lines eight and nine. The alternate meter and having three couplets and one triplet in each nine line stanza links back to the idea of the speaker’s manipulative motive and scheming behaviour in order to engage in sexual desires throughout the poem. In comparison with the complexity of his argument, the rhyme scheme follows an aabbccddd pattern in which every last word of each line, with the exception of ‘maidenhead’ (6) and ‘innocence’ (20), all has one syllable. For example, ‘me’, ‘thee’ and ‘three’ all addres s the speaker, his lover and refer back to the three in one imagery. By having one syllable for every word, it links back to the simplicity of what the speaker wants. Like Donne’s poem, The Altar engages in an alternate iambic pentameter and iambic tetrameter for the first two couplets. The poem then changes to iambic dimeter for four couplets and then the last two couplets mirror the alternate meters in the first two couplets. Similarly to The Flea, the alternate meter’s highlight the speaker’s character. The immediate switch from iambic tetrameter to iambic dimeter speeds the pace of the poem up; the middle section illuminates the speaker’s message in how he believes one should offer himself to God. The last couple of iambic dimeter is, ‘Meets in this frame / To praise thy name’ (11/12) which is of high significance. Herbert cleverly uses a punning reference to the ‘frame’ of the poem and also a person’s state of mind. Following on from this, the alternate meter’s also fit in with the visual shape of the poem which is effective as it links in with the metaphysical conceit of an altar that Herbert uses throughout. Both poets use various meter’s to demonstrate either the duplicitous motive of the speaker in The Flea or to strengthen importance of the message in The Altar. Both Donne and Herbert structure their poems effectively using the metaphysical conceits of a flea and an altar to highlight the message that is intended. Without fail, both poets are able to use the shape of their poems and also various meters’ in order to create different impacts upon the reader. The Flea and The Altar are seen as completely different poems due to the erotic and seductive behaviour of the speaker in the first poem, yet the latter is in complete contrast as the speaker addresses God in a respectful and dutiful manner. Nevertheless, both Donne and Herbert highlight similar themes such as sexual desires, religion and repetition in order to bring to light the meaning of both poems effectively. Bibliography Krabill, M. (1998). Visual Metaphor. Interpreting English Literature: Milton, Herbert Donne. Retrieved from http://finneganswake.net/academia/visualmetaphor.html (Accessed 10th March, 2014)

Summer 2005 :: Creative Writing Essays

It was finally here, the last day of school! For me, the last day of school was like being an emancipated slave. I was one of those kids that never liked school (I did pretty well though) and would much rather spend the day at home helping my mother around the house. For that reason, summertime was always my favorite time of the year (I even liked it more than Christmas time) I got up more excited about a day of school than ever before. I got washed and my mom put my hair into two neat puff balls. The year was 2005 and I was seven years old. Back then most girls in my class had their hair relaxed, but not me! It was fine though because I thought that my puffs made me look like Penny (Janet Jackson’s character on Good Times). Well the walk to school had never been as enjoyable as it was that day. As I skipped down the rugged blocks and across the rusty train tracks I thought about the oncoming freedom, and the thought had me singing in exultation. Once at school, we received all of our work back; nothing but stickers reciting praise. Report card; straight A’s. What a start to a wonderful summer! The bells of freedom finally rung at 2:00 p.m. and the halls of Mary McLeod Bethune Elementary School were in uproar. I ran outside to the school yard proclaiming that I had gotten straight A’s. Grown-ups that I didn’t even know were say ing â€Å"Good job†, â€Å"Harold needs tips from you†, â€Å"Gloria, that is the kind of friend you need†. My brother and sister and I raced home through the train tracks and the alley way. We all could not wait to enjoy the start of the summer. As soon as we got home we changed from our school clothes to our play clothes (we did that faithfully) and went right back outside. All of my neighbors were outside setting up for the annual 9th street block party. I was especially excited about that, because I’ve never been to one, and this year my parents agreed to let us go. Mr. King, our block captain was outside decorating the block with flags and banners. Everybody loved Mr. King; he was the mastermind behind anything good that ever happened on our small block. He was a tall, thin, middle-aged man who always wore an army green hat and kept a toothpick in his mouth.

Target Market

What is meant by â€Å"target market†? The focus of marketing effort is people. The goal is to reach a subset of the population who may be interested in your particular product. That group of people is your target market. The term target market is used because that market is the target at which you aim all your marketing efforts. The markets you are trying to reach are people with common characteristics that set them apart as a group. The more you know about a target market, the more precisely you can develop your marketing strategy. Describe the probable demographic characteristics of the target market for the following products (Measurable statistics such as age, income, or occupation): Jaguar: Definitely the wealthy, upper class or higher middle class people. Most likely an older, wealthier target market. Chevy Cobalt: Middle class people who are looking for an affordable car with good gas mileage. Age of the target market is probably mid-20s to senior citizens. McDonalds: From 5 years old to 95 years old. Lower Class, Middle Class, and even Upper Class people buy and consume McDonald’s products. They market happy meals for kids, late night snacks for young people, breakfast and coffee for older people. Ruby River Steak House: Aims their products at all age and classes as well. They advertise it as a family establishment with good food. I don't have one here in Louisiana but it is similar to our Outback Steakhouse which has that target market. Is it possible to identify a single market for two distinctly different products? Yes it is, there are many product combinations that can interest a single market. It builds sales in a business, and promotes other business as well. To understand the key sources of network value, it’s important to recognize the structure of the network. Some networks derive most of their value from a single class of users. An example of this kind of network is instant messaging (IM). While there might be some add-ons for the most popular IM tools, they don’t influence most users’ choice of an IM system. You pretty much choose one IM tool over another based on how many of your contacts you can reach. Economists would call IM a one-sided marketone-sided marketA market that derives most of its value from a single class of users (e. . , instant messaging). (a market that derives most of its value from a single class of users), and the network effects derived from IM users attracting more IM users as being same-side exchange benefitssame-side exchange benefitsBenefits derived by interaction among members of a single class of participant (e. g. , the exchange value when increasing numbers of IM users gain the abil ity to message each other). (benefits derived by interaction among members of a single class of participant). But some markets are comprised of two distinct categories of network participant. Consider video games. People buy a video game console largely based on the number of really great games available for the system. Software developers write games based on their ability to reach the greatest number of paying customers, and so they’re most likely to write for the most popular consoles, first. Economists would call this kind of network a two-sided markettwo-sided marketNetwork markets comprised of two distinct categories of participant, both of which that are needed to deliver value for the network to work (e. g. video game console owners and developers of video games). (network markets comprised of two distinct categories of participant, both of which that are needed to deliver value for the network to work). When an increase in the number of users on one side of the market (say console owners) creates a rise in the other side (software developers), that’s called a cross-side exchange benefitcross-side exchange benefitWhen an increase in the number of use rs on one side of the market (say console owners) creates a rise in the other side (software developers).. Example – IM is considered a one-sided market, where the value-creating, positive-feedback loop of network effects comes mostly from same-side benefits from a single group (IM members who attract other IM members who want to communicate with them). Video game consoles, however, are considered a two-sided network, where significant benefits come from two distinct classes of users that add value from cross-side benefits by attracting their opposite group. In the game console market, more users of a console attract more developers who write more software for that console, and that attracts more users. Game availability is the main reason the Sony PlayStation 2 dominated over the original Xbox. It is possible that a network may have same-side and cross-side benefits. Xbox 360 benefits from cross-side benefits in that more users of that console attract more developers writing more software titles and vice versa. However, the Xbox Live network that allows users to play against each other has same-side benefits. If your buddies use Xbox Live and you want to play against them, you’re more likely to buy an Xbox. ) Can you think of other product combinations that would interest a single market? Taking a closer look at businesses, you can actually see cases where a particular target market for one product is more likely to buy another. The example that was given for this assignment was consumers that prefer Apple products that drive Volkswagens. Another example of this would be the target market of 18 – 25 year old males. There are a number of products that this particular set of individuals are marketed to, ranging from stereo equipment to video games. The coalition between hip hop clothing (urban wear) and high tech music devices to me would be the strongest.

Culture and Organisation Essay

1. Introduction Established in 1993 and commenced operations on 18 November 1996, AirAsir was originally founded by a government-owned conglomerate DRB-Hicom. On 2 December 2001, the heavily-indebted airline was purchased by former South East Asian regional vice-president Warner Music Group Tony Fernandes’s company Tune Air Sdn Bhd for one ringgit. AirAsia Berhad is a Malaysian low-cost airline. It operates scheduled domestic and international flights and is Asia’s largest low-fare, no-frills airline. AirAsia is a pioneer of low-cost flights in Asia and was also the first airline in the region to implement fully ticketless travel. Its main base is the Low-Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). In 2010 AirAsia won the Skytrax World’s best low-cost airline award. Air Asia budget with no-frills airline is introduced by Tony Fernandes with the tagline â€Å"Now everybody can fly† and the man himself is also the founder of Tune Group. No fuel surcharge and no admin fee. However, ticket fare and airport tax need to be paid. This was after great deliberation as the initial offer was fifty sen. Fernandes proceeded to engineer a remarkable turnaround, turning a profit in 2002 and launching new routes from its hub in Kuala Lumpur International Airport at breakneck speed, undercutting former monopoly operator Malaysia Airlines with promotional fares as low as RM1 (US$0.27). 2. Identification of central issue The main issue that will be discussed in the analysis will be Tony Fernandes’  set of values and beliefs that shaped the company corporate culture. In six words, corporate culture is ‘How we do things around here.’ Corporate culture is the collective behaviour of people using common corporate vision, goals, shared values, beliefs, habits, working language, systems, and symbols. With the tagline introduced by CEO of AirAsia Tony Fernandes ‘Now everyone can fly’, AirAsia’s philosophy of low fares is aimed to make flying affordable for everyone. AirAsia also aims to make travel easy, convenient and fun for its guests. â€Å"A firm believer in big dreams†, can be found online (Profile-Tony Fernandes of AirAsia, 2006) Tony Fernandes famously once said, â€Å"We Asian have this habit of kicking ourselves and saying it can’t be done. Anything is possible when you put your mind to it.† (http://www.rdasia.com/a_dream_takes_flight/ , no date). At AirAsia, there is a sense of being in a good family. Tony Fernandes believes that his employees are his greatest assets and encourages a culture that emits positive vibes to ensure that every player in the team is committed and unified to set about achieving their shared goals. He once said in an interview, â€Å"We do every bit we can to succeed, including making sure that we have the right atmosphere at work. Keeping our culture intact entails a lot. We have to make sure that we stay true to winning values and traits: industry, appreciation for diversity, discipline, flexibility, honesty, friendliness, passion for learning and excellence, and a genuine concern for the welfare of all.† This shows that he began by setting the right foundation on which his company operates on. Maintaining the AirAsia culture is a lot of work, but it does not mean all work and no fun for the employees. According to Tony Fernandes, the AirAsia staffs are all quite happy to contribute towards keeping what they call â€Å"Culture All Stars†. Organisational culture (hrm ASIA, 2010). It is what their success has been built on and what keeps their staff coming back for more. Tony Fernandes’s credo, â€Å"Believe the unbelievable. Dream the impossible. Never take ‘No’ for an answer† has clearly helped shape the AirAsia culture to what it is today. (http://www.rdasia.com/a_dream_takes_flight/, no date). â€Å"We’ve somehow managed to keep this uplifting atmosphere going for us, and we attribute our success to our collective faith in, and commitment to, our raison d’etre: Now everyone can fly.† Organisational culture (hrm ASIA, 2010) We will next delve deeper for a better understanding of how the values of the ‘Corporate  culture’ turned AirAsia into one of the leading airlines in Asia. 3. Outline of the theoretical framework We will be using the three levels of organizational culture as defined by Edgar Schein (2010) to analyse AirAsia. â€Å"Culture†, as formally defined by Schein (2010, p.18) is â€Å"a pattern of shared basic assumptions learned by a group as it solved its problems of external adaptation and internal integration, which has worked well enough to be considered valid and, therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problems†. The three levels of culture are namely artifacts, espoused beliefs and values, and basic underlying assumptions. Artifacts are described by Schein (2010, p.23) as the surface level of culture, as they can include the things that a person see, hear and feel when they join a new group and are experiencing their culture for the first time. Artifacts are visible and ‘feelable’ structures and processes, and can also be an observed behavior. However, one drawback is that they can be difficult to understand and decipher (Schein, 2010, p.24). Thus, the true culture of the organization cannot be understood by solely looking at the artifacts. To understand more, it is necessary to look at the next level. Espoused beliefs and values are goals, values, aspirations and ideologies shared by everyone in an organization. Normally, these values are laid down by the leaders or founders of the organization (Schein, 2010, p.25). However, espoused beliefs and values can sometimes be mutually contradictory (Schein, 2010, p.27). Thus, the organization’s culture is only understood just on the surface level. Basic underlying assumptions, which are unconscious and taken-for-granted beliefs and values provide for a deeper understanding of an organization’s culture. Schein concluded that the essence of a culture lies in the pattern of basic underlying assumptions (Schein, 2010, p.32). If the basic underlying assumptions are not deciphered, it will be hard to understand the artifacts and espoused beliefs and values correctly. As Schein (2010, p.32) himself had concluded, any group’s culture can be studied at the three levels. The three levels of culture allows for an analysis of AirAsia’s organizational cultural from an observational level. Information can be readily drawn from business reviews, news articles on AirAsia, interviews with AirAsia’s founder Toney Fernandes  and AirAsia’s website, thus making Edgar Schein’s three levels of culture an ideal model for analysis of AirAsia’s culture. 4. Analysis 5.1 Artifacts It is a normal procedure to have an induction organized by the Human Resource Management team to welcome new employees into the AirAsia corporation. A corporate culture department in AirAsia was set up in August 2004 to promote the AirAsia spirit and family atmosphere through close communication and exciting activities designed especially for AirAsia employees. This act supports the statements made by Tony Fernandes; that his employees are the driving force behind the brand’s success. The objective is to ensure that the AirAsia employees across the world uphold the culture of ONE PEOPLE, ONE CULTURE, ONE AIR ASIA and ONE FAMILY to reach the goal of ensuring the best experience at ONE AirAsia wherever they fly. The people of AirAsia are their asset, and their dedication, determination and patience have made AirAsia a success story. They have built conducive and positive AirAsia culture that permeates all the line of operation. Annual report (AirAsia, 2006). There are five published list of values at AirAsia that are inculcated in the employees – safety, passion, integrity, caring and fun. These values provide a frame of reference for AirAsia experience and a corporate culture in which they live and deliver peak performance. Tony Fernandes’ usual style of dressing at work also reflects the culture at AirAsia. He goes to work wearing his trade mark red AirAsia cap, short sleeved t-shirts and a pair of jeans which are sometimes older than his employees. By doing so, he is able to break the psychological barrier of communication between himself and his employees and get everybody to talk and give invaluable ideas. As mentioned earlier, â€Å"People are AirAsia’s best asset.† Tony Fernandes would like to create a flat structure, where everyone has access to the big boss and that allows him to get the best people and discover their potential and talent. A fine example of such discovery of talent would be Azmir Hash im, a former Guest Service staff who successfully graduated from AirAsia’s cadet pilot program. This proves that Tony provides support that fulfils the dreams of his employees. In this way, Tony Fernandes has created a friendly and approachable working environment within his company. Tony Fernandes’  philosophy of low fares aimed to make flying affordable for everyone while providing convenience and fun for its guests across the region is reflected by the successful Airbus A320, which is known for its fuel efficiency, high reliability and low operating costs. The Airbus offers guests greater width space, a quieter ride and unrivalled comfort. In December 2007, AirAsia became the largest Airbus A320 customer in the world. The fleet consists of 56 Airbus A320 aircraft spread across Malaysia (44 aircraft), Thailand (8 aircraft) and Indonesia (4 aircraft) as of the end of 2008. Annual report (AirAsia, 2008). Through this approach, AirAsia has greater flexibility to meet the needs of each market while building on the cost efficiencies of operating one aircraft type. 5.2 Espoused Beliefs and Values At AirAsia, where Tony Fernandes aims to create the best environment within the company to work in, employees are treated as part of a big family, and being family, safety always comes first. AirAsia has committed itself to a programme of reducing risks and hazards normally associated with the aviation industry through a Safety Management System. This commitment is extended to ensure the full integration of a safety culture, safety policy and safety objectives in a proactive approach to aviation safety. In short, the Safety Management System is not just an add-on but a core part of AirAsia’s business process. A Safety Management System relies on the development of a reporting culture by all employees and is a vehicle for ensuring that hazards and safety deficiencies are brought to the attention of those who have the authority to make changes. CEO Tony Fernandes has pledged that he would not take disciplinary action against any employee who dared to make a stand and report a sa fety hazard to the company’s management, and no staff member will be asked to compromise AirAsia’s safety standards just to get the job done. â€Å"Training of employees to ensure they can perform their tasks in a safe and efficient manner is an essential ingredient of AirAsia’s Safety Management System. It is management’s responsibility to make available and carry out this training, and it is the employee’s responsibility to follow safe working practices†, said Tony Fernandes, who highlighted that safety is a core value of his company. Annual report (AirAsia, 2010). To Tony Fernandes, the staff members are the  pillars of his company, where everyone has a chance to shine regardless of their race, gender, creed, age, disability religion and sexual orientation. The vital thing is to ensure quality work from the staff, and Tony Fernandes believes all these start from providing a happy workplace for them. The Junior Wings Club was set up in 2008 to encourage interaction and friendship between the families of AirAsians. The objectives of this Club is to allow the children of the AirAsia staff members to understand their parents’ jobs, hone their characters and leadership skills, impart them with knowledge on various subjects and tap on their creativity by participating in activities together. The aim is to maintain a healthy balance between work and personal life so that it will result in higher efficiency in work performance at AirAsia. This is an example of how AirAsia lives up to its promise of â€Å"Valuing Our People†. Annual report (AirAsia, 2008). Another main value at AirAsia is to enhance the guests’ experience by improving speed and efficiency at every interface between the guests and the airline. A comprehensive Microsoft-based Customer Relationship Management (CRM) system was deployed since 1 April 2010. This Customer Relationship Management (CRM) system integrates its various sales, service and marketing initiatives onto a single platform which allows AirAsia to int eract with guests on a more informed basis and tailor its services to meet individual guests’ needs. From reservations and check-ins, to baggage handling, boarding and in-flight Customer Relationship Management (CRM) takes care of them all. AirAsia supervisory staff members are strategically located at the airports to provide on-the-spot assistance to the guests. There are also Service Counters in the departure halls to handle enquiries. In 2010, AirAsia introduced new mobile phone apps for smart phones which makes booking-on-the-go more convenient. In January 2011, AirAsia also introduced the concept of web and self check-in. This allows guests to check in from their laptop or computers days before their departure dates. Guests can also quickly key in their flight details at kiosks at the terminal airports to obtain a boarding pass without having to queue up at a counter when they do self check-in. All these new implementations serve to make good its promise â€Å"to make travel easy, convenient and fun for its guests.† The Board of Directors of AirAsia is committed in ensur ing the highest standards of corporate governance are applied throughout the Group. Reviewing adequacy  and integrity of the Company’s internal controls is one of the duties and responsibilities of the Board. The Board is made up of Non-Executive Directors, and they are persons of high calibre and integrity who collectively possess rich experience. It is required that all Non-Executive Directors are independent in character and judgement who do not participate in the day-to-day management of the company and do not involve themselves in business transactions or relationships with the Group in order not to compromise their objectivity. In order to improve the overall organizational effectiveness and to uphold the integrity of the Company in the eyes of the public, the Company has updated the whistleblowing program during the year which acts as a formal communication channel where all stakeholders can communicate their concerns in cases where the Company’s business conduct is deemed to be contrary to the Company’s common values. All concerns will be addressed to the Chief Audit Executive (Audit & Consulting Services), who will then assess all concerns reported and recommend the appropriate action and all details pertaining to the name and position of the whistleblower will be kept strictly confidential throughout the investigation proceedings. Mazliana Mohamad was appointed the Regional Head of Audit and Consulting Services in 2010. Her main roles include providing independent and objective assurance and consulting services designed to improve the effectiveness and efficiency of AirAsia’s operations and integrity of the financial reporting and to ensure compliance with applicable laws and regulations. Practicing the highest standards of ethical behavior and demonstrating honesty in all the line of work is vital to gain trust and command mutual respect at AirAsia, and this is in line with Tony Fernandes’ beliefs of his company’s â€Å"winning values†. Setting goals beyond the best and reinforcing high quality performance standards is to support AirAsia’s values of â€Å"Excellence in Performance†. In its endeavor to be a full-fledged self-sufficient airline, AirAsia has set up its own Academy which commenced operations in April 2005 with a vision to provide and fulfill training needs that would support their mission to deliver low-cost, high quality benefits to their customers across the region. The Academy is a one-stop, comprehensive learning centre and caters to all the important and necessary needs for all its employees. This includes pilots, engineers, cabin crew, ramp support and guest services front-line staff. The curriculum  undertaken conforms to international standards and this training facility complies to all the regulations of the Malaysian Department of Civil Aviation, Thai Department of Civil Aviation, Indonesian Department of Civil Aviation and Civil Aviation Safety Authority Australia. Annual repo rt (AirAsia, 2008). 5.3 Basic Underlying Assumption There is a great sense of empowerment of AirAsia enhanced by an open office layout which encourages easy interaction between everyone and flat hierarchy that breaks down psychological and cultural barriers. All staff (All Star) can approach any member of the management team to voice out an opinion or share an idea. Good ideas, proposed by anyone, can be implemented quickly because there is little bureaucracy. At the same time, bad ideas can be scrapped just as fast. The AirAsia staff members understand that generating ideas is not limited to the directors and executives of the company and that everyone can contribute ideas regardless of their rank in the company. This informal structure means not only that there are more than 8,000 brains (of All Star) contributing to the company performance as opposed to just 20 or so at management level. It also helps to keep costs down by tapping on internal resources as opposed to paying for outsourced external help. Human capital development at AirAsia is about providing opportunities to their people (All Star); opportunities such as fulfilling the dreams of the cabin crew and ground officers to become pilots. This helps to develop talents within the company and saves cost on hiring a brand new employee who needs to be trained from scratch. With the basic assumption of ‘Now Everyone Can Fly’, AirAsia is operating in a cost optimization philosophy to make flying affordable for everyone. 5. Conclusion With the foundation that Tony Fernandes has created, the AirAsia staff members are currently in a friendly workplace with a flat hierarchy. This creates a conducive working environment where everyone can perform at their best. With the low cost implementations in place, AirAsia has continued to deliver its promise of affordable airfares with reliable services. As a company previously with almost RM40 millions in debt, AirAsia has made  tremendous progressive steps to where it is today, thanks to the leadership of CEO Tony Fernandes. With the growth that sees AirAsia currently in 18 countries, it has potential to progress even more. Continued success creates strongly held shared assumptions, and thus a strong corporate culture core. If the internal and external environments remain stable, this continues to be an advantage. However, if there is a change in the environment, some of those shared core assumptions can become liabilities, precisely because of their strength. An example is a change of leadership in the company. Tony Fernandes created the very environment AirAsia is right now. But when the time comes for him to leave the company, the culture may diminish along with his departure. â€Å"New leaders who come into the organization who do not share or value the core assumptions on which the organization was built may result either from the departure of the key culture carriers and the inability to find replacements with the same values and assumptions, or because the board wants to change the core culture and deliberately brings in outsiders with different values and assumptions.† Schein (2009, p.171). 6. Recommendations From the analysis so far, we can see that AirAsia values its employees as much as its customers. The evidence is the environment created for its staff and its fulfillment of promises made to its customers. However, the leadership for AirAsia should not be taken for granted. In the face of the possible threat that Tony Fernandes may relinquish his role one day, career development programs can be rolled out to protect and preserve AirAsia’s culture. Top performing staff such as directors and executives could undergo training to prepare themselves for this potential role in the future. An internal candidate would be more suitable as this person would have been exposed to the AirAsia culture and familiar with the way AirAsia operates. This program in place would likely ensure that the AirAsia culture can be preserved, and AirAsia will also retain its position in the aviation industry. Aside from this, regional meetings and team building sessions are recommended to be held periodically to keep the region abreast of each other’s activities internally, and it would also strengthen relationships between employees from different countries. This will also ensure that AirAsia is consistent in their visions and beliefs regardless of their  location. In conclusion, AirAsia is doing a great job and they should preserve their culture and continue with their mode of operation to enjoy success in the future. 7. References 1. Profile-Tony Fernandes of AirAsia (2006) Available at: http://www.skorcareer.com/malaysia-eng/tonyfernandes-airasia-profile.htm (Accessed: 26 November 2011). 2. http://www.rdasia.com/a_dream_takes_flight/ (no date) (Accessed: 26 November 2011) 3. hrm ASIA (2010) Organizational Culture. Available at: http://www.hrmasia.com/resources/employer-branding/organisational-culture/41247/(2nd)/ (Accessed: 26 November 2011) 4. http://www.rdasia.com/a_dream_takes_flight/ (no date) (Accessed: 26 November 2011) 5. hrm ASIA (2010) Organizational Culture. Available at: http://www.hrmasia.com/resources/employer-branding/organisational-culture/41247/(2nd)/ (Accessed: 26 November 2011) 6. Schein, E.H. (2010) Organization Culture and Leadership. 4th edn. San Francisco: Jossey-Bass. 7. Schein, E.H. (2010) Organization Culture and Leadership. 4th edn. San Francisco: Jossey-Bass. 8. Schein, E.H. (2010) Organization Culture and Leadership. 4th edn. San Francisco: Jossey-Bass. 9. Schein, E.H. (2010) Organ ization Culture and Leadership. 4th edn. San Francisco: Jossey-Bass. 10. Schein, E.H. (2010) Organization Culture and Leadership. 4th edn. San Francisco: Jossey-Bass. 11. Schein, E.H. (2010) Organization Culture and Leadership. 4th edn. San Francisco: Jossey-Bass. 12. Schein, E.H. (2010) Organization Culture and Leadership. 4th edn. San Francisco: Jossey-Bass. 13. AirAsia (2006) Annual report. Available at: http://issuu.com/airasia/docs/aa-corporate-06 (Accessed: 26 November 2011). 14. AirAsia (2008) Annual report. Available at: http://www.airasia.com/iwov-resources/my/common/pdf/AirAsia/IR/AA%20Corporate%202008.pdf (Accessed: 26 November 2011). 15. AirAsia (2010) Annual report. Available at: http://www.airasia.com/iwov-resources/my/common/pdf/AirAsia/IR/AirAsia_AR10.pdf (Accessed: 26 November 2011). 16. AirAsia (2008) Annual report. Available at: http://www.airasia.com/iwov-resources/my/common/pdf/AirAsia/IR/AA%20Corporate