Sunday, December 8, 2019
Question: Discuss about theDesign Projectfor Mental and Physical Disability. Answer: Project Benefits The project would be of numerous benefits and advantages both to the restaurant as well as to the community at large inclusive of the customers who would be visiting the restaurant(Comit 2009, p. 356). Foremost of the benefits is the realization of profits. Being a business unit, the personnel that would be employed would be part and parcel of the organization that would help in the achievement of the objectives. The business would be able to record significant positive deviations in the profits realized. This would be as a result of the improvement in the quality of service delivery. The deaf are known to be very humane and humble when handling individuals. From their friendly nature, customers would be motivated and satisfied by the services offered thereby winning their loyalty(Pine 2011, p. 120). Visitors and other people working in the restaurant who are not deaf will be able to learn sign language. The top management will need to communicate policies or make consultations with the employees who in this case are deaf. Under such circumstances, it would be important for the top management to learn to understand and communicate in sign language. At the same time, the customers will be interacting with the deaf attendants at some points during their stay in the restaurant. This would promote the use of sign language to facilitate processes aimed at meeting their needs. It would thus be a possibility that all the users of the restaurant will be fluent communicators of the sign language gradually(Association 2015, p. 185). Still, the project would eliminate discrimination as a result of disabilities in the society. More often than not, people born with disabilities are perceived to be unable and more of a burden to their families and the society at large. By incorporating the deaf ad part of the staff in the restaurant, they would not only feel valued and respected but also not discriminated against based on the state of health. The deaf would feel that they as well have a place in the society and pay an important role in the building of the economy. This would be a source of motivation to them and would make them work towards the realization of their full potential(Weatherford 2015, p. 179). To be served in a restaurant by deaf staff gives the customers an opportunity to have a new experience of food as well as a good taste. The customers would get to have a new feel of how food can be prepared and served in such a way that it best suits their interest. From learning of new ways on how to order for food to new ways of settling the bills, the customers would enjoy a wholly overhauled system. Customers would get acquitted with new ways of doing things which do not necessarily involve a lot of talking and shouting. The needs of the customers would be met just at gestures and signs, a different case from a restaurant served by non-deaf staff(Pine 2011, p. 211). A quiet but robust environment would be their experience as they get services from the hearing impaired staff. References Association, AB 2015, Mental and Physical Disability Law Reporter, Volume 29, 3rd edn, American Bar Association, Washington. Comit, A 2009, Facts and Reports, 4th edn, Holland Committee on Southern Africa, New York. Pine, BJ 2011, The Experience Economy, 4th edn, Harvard Business Press, Kansas. Weatherford, J 2015, Genghis Khan and the Making of the Modern World, 7th edn, Crown/Archetype, San Marcos.
Sunday, December 1, 2019
Introduction Marketing forms one of the most important factors that dictate the progress that an organization can make since it constitutes the last step in the chain of production. Marketing analysts generally concur that the process of marketing brings consumers and an organization together, a consideration that makes it crucial to establish the correct face of products, service, and most importantly, the company making the products.Advertising We will write a custom term paper sample on Small business marketing plan. DanÃ¢â¬â¢s Auto and Trucks Repair Company specifically for you for only $16.05 $11/page Learn More An effective execution of marketing however requires a closely coordinated and a highly analytical application of marketing plans and special skills to win customers. DanÃ¢â¬â¢s Auto and Trucks Repair Company has continued to grow and widen its market since it was formed. The latter has been attained through active marketing of its produ cts both in the United States and across the globe (DanÃ¢â¬â¢s Auto and Trucks Repair, 2013). This paper provides an evaluation of the company and particularly its marketing plan. Besides, an effective SWOT analysis of the company has been conducted by exploring the key strengths and opportunities. In addition, possible threats and opportunities have been addressed in the paper. A brief company background- DanÃ¢â¬â¢s auto and track repair The ability of any business to assimilate the correct productivity and profitability is highly dependent on its ability to formulate and apply the mission, goals, and objectives in its management plans. According to Johnson (2002), a business should formulate its marketing objectives in line with its long term strategies upon which it intends to deploy technology, human resources, and funds to enhance the realization of its mission. DanÃ¢â¬â¢s Auto and Trucks Repair Company is one of the fastest growing small auto and truck repairs businesses in the United States. The owner who is known as Dan Wozniac began this business in 1991 in Arlington, Texas. It is worth mentioning that DanÃ¢â¬â¢s business is family-owned and it provides wide range of vehicle service repairs to its customers (DanÃ¢â¬â¢s Auto and Trucks Repair, 2013). Its channels of primary sales and services are the regular customers and roadside assistance services conducted on a 24-hour basis. It also offers fleet services which includes state certified vehicle inspection, wrecker services, vehicle products, fleet priority service, DFW Metroplex area, vehicle repair and on-site maintenance. Advertising Looking for term paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Its staff includes a small group of highly qualified technicians. The companyÃ¢â¬â¢s management structure has undergone major reviews that push it towards decentralization and greater responsibilities to workers and custom ers. Ahenkora and Peasah (2011) indicate that a lean hierarchy allows employees to have direct touch with their top management and contribute to long-term planning. Besides, it reduces the overall time used to respond to workers, environmental, and consumersÃ¢â¬â¢ issues. In order to further emphasize on lean management, it is vital to mention that the inventories are greatly reduced while additional focus is given to corporate social responsibility. The structure has created important arms that reach out all stakeholders and therefore makes it easy to understand issues affecting them. The latter is a crucial consideration in defining the point of entry by the company. The company has seen significant growth in its market changes over the years. The latter has been accompanied by eventual success in business. This has been due to its efficient leadership, marketing skills and innovation. In addition, it focuses on improved and a wide range of service delivery and expertise of work ers. This has attracted the attention of truck and vehicle owners as well as several other well established and successful companies. It has also been attributed to the adaptive enterprise and corporate marketing strategies that provide the type of technology and services as well as the efficient marketing practice to apply. Other important services include diesel and electronic and non-electronic repairs, complete service and repair of clutch, air brake systems, axle, front-end, undercarriage among others. It has several business segments such as vehicle care segment, inspections for all vehicles, preventive maintenance and product segments, having new and used tyres, engine parts and other assorted vehicle spares. Mission statement DanÃ¢â¬â¢s Auto and Trucks Repair Company has immensely benefitted from the intimate relationship with its workers, consumers and the environment since it was incepted. It is one of the most important components that drive its success (DanÃ¢â¬â¢s Au to and Trucks Repair, 2013).Advertising We will write a custom term paper sample on Small business marketing plan. DanÃ¢â¬â¢s Auto and Trucks Repair Company specifically for you for only $16.05 $11/page Learn More As a result, it has taken great strides in ensuring that the provision of better and unmatched services and sustainability are carefully ingrained in its mission and leadership structure. This has been used as a mechanism of ensuring that the companyÃ¢â¬â¢s ideology and principles are implemented. The companyÃ¢â¬â¢s mission is built on core values that define its services and products. Its mission can be summarized as the provision of outstanding customer service. This denotes the responsibility of the company in fostering effective service delivery. Statement of goals and core competencies Johnson (2002) points out that a small business can be able to explore the successes in its environment by developing or focusing on its core compete ncies. Dan and his team of workers have come to develop effective strategies in catapulting their business to success over the past few years. In their provision of services, they have been able to aim towards exploiting, leveraging, strengthening, maintaining and developing core competencies. Core competencies as in a firm may include an organizationÃ¢â¬â¢s functional skills such as research and development, technology, finance, marketing and manufacturing. A decision to develop a strategy via exploiting core competencies might in the next three years ensure that the firm does not merely produce quality products. It may also deliver valuable services and unique benefits to customers. Additionally, exploiting core competencies as a means of developing strategy requires that resources in a business are shared equally across all existing units. Johnson (2002) points out that the best and effective core competencies that should be shared need to be the intangible ones. Dan has showed a deeper understanding in his practice in the sense that intangible competencies are important in the sense that his competitors are not be able to see them because they are invisible. The company has been able to utilize competencies relate to skills and knowledge which its employees have.Advertising Looking for term paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The business knowledge potential perspective currently entails viewing the business marketing strategy and provision of services through embracing technology as the driving force behind organisational success. The top management has sought to provide vision regarding technology-focussed service provision and marketing which involves designing and implementing the required IT infrastructure. The latter takes into consideration the external IT strategy components such as competencies, scope and governance. Competitive potential alignment perspective in the next three years appears to focus primarily on exploitation of the emerging IT capabilities in order to bring about new products and services. This can expand the business scope. It is also concerned with influencing the critical attributes of the strategy which involves distinctive competencies, and the development of new types of customer relationships. This perspective is considered unique because it allows business marketing str ategy to be modified using the emerging IT capabilities. Overall marketing strategy Janicijevic (2010) posits that developing a marketing strategy that is effective and oriented for long term requires key strategic planning and effective leadership methods. Developing a marketing plan gives a firm enough time to meet its goals. As a strategy, it reflects Hamel and PrahaldÃ¢â¬â¢s view in their model of strategic intent. Hamel and Prahald argue that planning is a strategic marketing intent which is aimed at leveraging core competencies, capabilities and internal resources a firm has in order to accomplish unattainable goals a competitive market environment presents (Ahenkora Peasah, 2011). On the same breath, Strategic scholars point out that while strategic intent is crucial for higher levels of performance, its effects can only be realized when employees in an organization show commitment to a vision or a specific performance criterion. SWOT analysis Strengths Since its inception in 1991, DanÃ¢â¬â¢s Auto and Trucks Repair Company has continuously grown its marketing activities and processes to become one of the major providers of diesel vehicle and truck service providers in Texas (DanÃ¢â¬â¢s Auto and Trucks Repair, 2013). Analysts have pointed out that the services the company provides which ranges from computerized diagnostics of all diesel and other engines to a 24-hour towing and roadside assistance have immensely attracted customers who have in turn developed preference and confidence to the companyÃ¢â¬â¢s available services. Besides, it is worth mentioning that its variety of unique fleet services and its ability to meet the convenience of its customers have enabled it to gain competitive advantage over the competitors. This has aided it in enhancing its profitability due to repeat customers. Weakness Marketing analysts indicate that the availability of substitute products and increasing demand for cheaper products and services presents small an d growing businesses such as DanÃ¢â¬â¢s Auto and Trucks Repair Company. Such a company may be faced with massive difficulties of lowering cost to ensure economies of scale. While many local auto shops and garages around Arlington Texas have opted to lower their product and service costs prices to gain a competitive edge, DanÃ¢â¬â¢s business has maintained its service charges over others. This has had a negative impact on its expected gains as many of its customers opt for alternative service providers. Its fleet service costs are not reflective of the affordable prices necessary for capturing the ready market in the region. Opportunities Modern sales and marketing operations for products and services that a company provides demand the application of better technological platform. The company has been known to offer quality services. It uses technology to enhance the effectiveness and quality of its marketing plans and service provision. This in turn presents it with numerous opp ortunities to reach the market and introduce fresh ideas in the market. Threats One of the major threats facing the company is the nature of the highly competitive market environment where the company is carrying out its operations. The company is exposed to a stiff competition from its competitors. It is worth mentioning that since its competitors are selling similar vehicle products and lowering the cost of their services, DanÃ¢â¬â¢s business faces a great threat of losing =its marketing strategy. An analysis using PorterÃ¢â¬â¢s five forces model New entry threat Though services provided by DanÃ¢â¬â¢s company are exceptional, many similar companies have come up to in Texas to provide auto services. The fast increase in DanÃ¢â¬â¢s profitability has agitated their concerns for a share of profits. Indeed, the market was insatiable by the companyÃ¢â¬â¢s services and therefore provided a ripe opportunity for new entrants to fill the gap. However, the company still enjoys the advantage of a large number of customers who have developed loyalty due to its special services. Buyer and supplier power Winer (2009) notes that the bargaining power of consumers and suppliers dictate the ability of a companyÃ¢â¬â¢s products to trade effectively in the market. The management of the company has sought to ensure that its customers, as indicated in the mission and goals, obtain the highest quality of the product possible at the best prices that could be able to effectively compete in the market. This is therefore essential for the company to stabilize its service provision and raise prices with time to encourage better production. Competitive rivalry Competitive rivalry on the other hand, forms a major business consideration that dictates the overall ability to forcefully infer the much needed impact in the market. The company suffers strongly from its general lack of enough resources that dictated the overall ability to reach its consumers. This has given larger co mpanies the general advantage to maintain bulk of the market share. Threat of substitution Since its conception, DanÃ¢â¬â¢s company has been faced with strong forces of other vehicle products in the market. Though Dan has sought to infer the best method to counter the products that are in the market by use of unique technology, the threat of substitute products requiring greater knowledge continues to be very strong owing to their demand in the market. In addition, it cements their overall preference by ccustomers. Target market In his publication, Winer (2009) points out that segmentation and targeting of a market is an important component since it boosts the competitive advantage, increases product identification, and improves market segment and marketing mix. In the case of DanÃ¢â¬â¢s company, it should be able to select potential locations where a mixture of low class, middle class and upper class car and truck owners can buy its products and services. In these segments, it may be able to market and carry out promotions of its products. Product strategy DanÃ¢â¬â¢s company product ought to be transformed so that it can win the market and build the brand in the US and other parts of the globe. Its services include repairs of engines, brakes and exhausters. The company must adopt a new and unique style to attract customers. This may include ensuring efficiency and speed in carrying out services. Distribution strategy A producer to consumer channel has been lauded by scholars of chain management studies as a channel which enhances a distributorÃ¢â¬â¢s profit margin. In agreement, the option by DanÃ¢â¬â¢s company to adopt a producer consumer channel can be considered to be attractive in the sense that it can maximize profits. Indeed, as Mary Jo Hatch Posits in her model of business dynamics, direct selling or provision of services is a key business concept that enables a producer to favorably manage sales and enjoy all the profits without having to sh are with distributors or other intermediaries (Winer, 2009). Promotional strategy Promotional methods should be purposefully designed in a manner that more consumers are able to get the message on the availability of the services that DanÃ¢â¬â¢s company is offering. A good consideration at this point is intensification of online promotion and use of billboards to reach more consumers alongside the current methods. Notably, intensified online promotion would enable the company to reach more consumers even beyond its already established locations. However, greater care should be taken to ensure that the system is secure and its brand carefully guarded. Pricing strategy The pricing of DanÃ¢â¬â¢s services and products has always been a key consideration for the company because it determines their affordability. As a result, Dan should establish a clear method of determining the prices of different products in a manner that several people are able to afford the products. In order to further promote accessibility, different products and services should be priced differently depending on complexity of their production and design. Conclusions To sum up, developing marketing plan requires managers to employ strong systems of control for their companies so that they can enhance objectivity. There is need for a change in DanÃ¢â¬â¢s company mode of marketing operations. It should be made a key platform for continuous improvement. As such, putting in place a new marketing plan is very crucial if the pre-established objectives are to be met. DanÃ¢â¬â¢s Auto and Trucks Repair Company should gradually increase its marketing goals while heightening the much needed promotion to inform and persuade the consumers to seek its services. References Ahenkora, K. Peasah, O. (2011). Crafting strategy that measures up. International Journal of Business and Management 6(10), 278-283. DanÃ¢â¬â¢s Auto and Trucks Repair (2013). Full Service Automotive and Heavy-Duty Diesel Truck and Trailer Repair Facility. Web. Janicijevic, N. (2010). Business processes in organizational diagnosis. Management: Journal of Contemporary Management Issues, 15(2), 85-106. Johnson, L. (2002). Issue selling in the organization. MIT Sloan Management Review, 43(3), 8-9. Winer, S. (2009). New communications approaches in marketing: issues and research directions. Journal of Interactive Marketing 23(2), 108-117. This term paper on Small business marketing plan. DanÃ¢â¬â¢s Auto and Trucks Repair Company was written and submitted by user Amber K. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.
Tuesday, November 26, 2019
Owned and Operated essays The conflict position is that social inequality emerges through domination or constraint of one or more groups by other groups. Karl Marx believed the opposite of the functionalist perspective; instead of ideas influencing the economy the economy influences ideas. Max Weber expanded on Marxs view by saying that the economy influences ideas and vice versa. According to Marx, history is a series of conflicts by two opposing groups; the ruling class and the oppressed (respectively, the bourgeoisie and the proletariat). The bourgeoisie own the means of production, while the proletariat work in factories, producing. The proletariat, while being exploited by the bourgeoisie, have false consciousness. In order to overthrow the bourgeoisie, the proletariat must first gain class consciousness (the realization that they are oppressed by the bourgeoisie), then move toward revolution, overthrowing the bourgeiosie. After winning the revolution, there will be a dictatorship of the proletar iat where everyone works, doing what they can, and each receives what they need. Because of this unequal distribution of rewards in society, order is kept by the bourgeoisie (superordinate class) enforcing the rules on the proletariat (subordinate class) and creating rules that benefit the superordinate class. The bourgeoisie is in control of capital, which is stored-up, accumulated labor. The owner keeps this for himself, taking more profit from the workers and supplying fewer workers. Marx followed the critical-conflict paradigm, being distrustful of restraining social institutions. At the base of human societies, he saw class conflict, domination and an emphasis on dynamics and change, revolution being the catalyst for this change. As the main structure of conflict theory, the superstructure is shaped/determined by the substructure, thus, revolution must originate from the substructure. The superstructure has so much power because they r...
Friday, November 22, 2019
How to Use a Thesaurus - Word Reference Books A thesaurus is a tool you can use to search for synonyms and antonyms of other words. There are different types of thesauri and different methods for accessing information from them. Thesauri can come in the form of a book, an electronic device, a web site, or a word processing tool. When to Use a Thesaurus How many times have you struggled to find the best word to describe a feeling, a scene, or an impression? A thesaurus is used to help you become more precise (if you are working on a technical paper) and descriptive (if you are writing a creative piece) in your writing. It provides a list of suggested Ã¢â¬Å"replacementsÃ¢â¬ for any word you have in mind. The thesaurus helps you zero in on the best word choice. A thesaurus can also be used as a vocabulary builder. You can use a thesaurus to discover new ways of expressing yourself. Accessing a Thesaurus If you are typing a paper in Microsoft Word or WordPerfect, you can access a thesaurus at any time by searching under the Ã¢â¬Å"toolsÃ¢â¬ list. You may also right-click on a word and find alternate word suggestions.If you are working on a computer with Internet access, you can visit Thesaurus.com and conduct a word search.You can purchase a handbook or an electronic thesaurus and carry it along in your backpack. When You Shouldnt Use a Thesaurus Some teachers ask students to limit their use of a thesaurus. Why? If you rely too much on a thesaurus as you write a paper, you can end up with a paper that sounds amateurish. There is an art to finding a perfect word; but the nuance of expressions can work against you as easily against you as it could work for you. In short: donÃ¢â¬â¢t overdo it! Be a little parsimonious (thrifty, prudent, economical, sparing, careful, penny-wise, skimping, sparing, frugal) when using a thesaurus.
Thursday, November 21, 2019
The Formation of Channel and Floodplain Habitats - Essay Example The abundance of LW in stream channels is an indication of the intimate association of river ecosystems with the surrounding terrestrial environment (Naiman and Bilby 1998, Naiman and DÃ ©camps 1997). Understanding this relationship is crucial in river basin management. Large wood abundance in the watershed depends on channel size, channel type, and the surrounding riparian forest. LW is more abundant in small channels on a per unit area basis because LW is easily transported in larger channels; it follows that whilst abundance in large channels is lower, the average LW sizes are bigger (Bilby and Ward 1989). LW is also more abundant where the stream channel is unconstrained and has fine substrate compared to constrained channels with boulder substrate (Bilby and Wasserman 1989). Moreover, LW is more abundant in forests where conifers are dominant compared to forests where hardwoods are dominant because conifers are larger making them less transient (Harmon et al., 1986). The abundance of LW is also more pronounced where the forest is mature than in forest dominated by young stands of small hardwoods (Bilby and Ward 1991). Woodland river ecosystems in their natural and pristine conditions are surrounded by riparian forest and have multiple channels. Over the years, the anthropogenic disturbance has greatly reduced riparian forest cover, the topography graded for agricultural purposes, and rivers were constrained by levees into a single channel (Caroll & Robinson, 2007; Florsheim & Mount, 2002). Other than forest denudation, this also has deleterious effects on the morphological development of stream and the stream biota.Ã
Tuesday, November 19, 2019
Unplug - Essay Example The documentary highlights the terrors associated with technology. Technology has transformed the way people act and interact in the contemporary society. Electronic devices drive people to distraction. For instance, texting and driving is a multitasking activity that has caused the death of several drivers because of the associated distraction. Technology calls for self-restraint, just like any other beneficial invention in the current century. I was unable to honor the pledge to unplug for 24 hours because I cannot live without my devices. In fact, I spent more time on my devices during that time, than I did previously. It is difficult to avoid technology owing to its varied benefits such as communication with friends, and entertainment purposes. Life would undoubtedly be extremely boring without the current technological trends, which are unquestionably addictive. It is difficult to understand why the directors made a documentary like DSKNECTD, considering I am using a laptop to type my assignment, about the film, while watching it on
Sunday, November 17, 2019
Patagonia Another Way of Doing Business Essay 1Introduction Patagonia was founded in 1957 by Yvon Chouinard who defines himself as a reluctant business man. He started his business as a way to climb and surf year long, seeking to build the best product to satisfy his passion. Ã¢â¬Å"Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Ã¢â¬ Ã¢â¬âPatagonias Mission Statement Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothes for climbing as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. Customers are willing to pay a premium for the Patagonia brand and environmental ethic. The companys goal is as simple as it is challenging: to produce the highest-quality products while doing the least possible harm to the environment. Yvon Chouinard founder and owner of Patagonia has done business differently since the beginning of the company, placing environmental sustainability and social welfare of his employee before profit. Three examples of the company practice will show how marketing and business can meet ethical behavior. Patagonia: a different workplace environment Patagonia is hiring only passionate people (friends, familyÃ¢â¬ ¦) who are also product user so they donÃ¢â¬â¢t have to understand the customer because they are the customer. Patagonia has developed the Let My People Go surfing flextime policy to cope with the employee passion (surfing, backcountry skiingÃ¢â¬ ¦). There are no private offices and the architectural layout keep communication opens. The cafeter ia where employees can gather throughout the day serves healthy, mostly vegetarian food. The company has also an on-site child care center, the presence of children playing in the yard, or having lunch with their parents in the cafeteria helps keep the company atmosphere more familial than corporate. Patagonia has a program that allows employees to take off up to two months at full pay to work for environmental groups. Patagonia fosters creativity and authenticity through its work environment and hiring process enabling the development of original products. 3Patagonia: The 1% for the Planet Initiative Since 1985, Patagonia has devoted 1% of its sales to the preservation and restoration of the natural environment. The company has awarded over $46 million in cash and in-kind donations to domestic and international grassroots environmental. In 2002, founder of Patagonia, Yvon Chouinard, and Craig Mathews, owner of Blue Ribbon Flies, created a non-profit corporation to encourage other businesses to do the same. 1% For The Planet is an alliance of businesses that understand the necessity of protecting the natural environment. As of today 1401 companies are members of the 1% for the Planet Initiative and donate 1% of their sales to a network of 2,735 environmental organizations worldwide. More than a marketing campaign, The 1% for the Planet Initiative is a really strong statement from Patagonia (no matter what are the financial results 1% of its sales will serve the environmental cause every year), it has reinforced the company corporate social responsibility and ethical image, hence the loyalty of its core customers. 4Patagonia: The Common Threads Initiative This marketing program first asks customers to not buy something if they dont need it, then if they do need it, Patagonia ask that they buy what will last a long time and to repair what breaks, reuse or resell whatever they dont wear any more. And, finally, recycle whatevers truly worn out. Patagonia with The Common Threads Initiative is the first private company launching a marketing campaign telling its customers to buy less or to buy used gear. In September 2011 Patagonia launched an online marketplace in collaboration with eBay for customers to sell and buy their used Patagonia products. This feature is displayed on the homepage of patagonia. com. Recycling is what we do when were out of options to avoid, repair, or reuse the product first. Thats why I am so impressed with Patagonia for starting its Common Threads Initiative with the real solution: Reduce. Dont buy what we dont need. Repair: Fix stuff that still has life in it. Reuse: Share. Then, only when youve exhausted those options, recycle (Leonard, 2011). This new marketing campaign was unveiled at the New York fashion week as an experiment. Only a private company without public shareholder and a charismatic leader with strong belief can promote such a different business attitude. 5Conclusion Patagonia has always done business and marketing differently. In the seventies Chouinard Equipment had become the largest supplier of climbing hardware in the U. S. It had also become an environmental threat because its gear was damaging the rock. Yvon Chouinard and his partner decided to phase out of this business even it if was the main source of revenue for the company, it was the first environmental step for Patagonia. Instead of focusing on profit the company took a big risk by discontinuing a successful line of products to promote an alternative solution (aluminum chocks) for climbers. It became a success because Patagonia crafted the right product with the right message and stayed true to its core values. Today with the Common Threads Initiative they are pursuing the exact same philosophy and trying to push the industry to adopt more ethical business behaviors. PatagoniaÃ¢â¬â¢s highly public search for a new way of doing business implies a new kind of relationship with customers, reinforced by unconditional guarantees, extremely high product quality and an explicit commitment to ethical codes of behavior (Reinhardt, 2000).