The Indigo Spell Chapter Three

TRUE TO HIS WORD, Adrian made no other mention of the relationship – or lack thereof – between us. Every once in a while, though, I could swear I saw something in his eyes, something that brought back an echo of his proclamation about continuing to love me. Or maybe it was just his typical impertinence. A connecting flight and an hour-long car ride later, it was night by the time we finally reached the small resort town in the Pocono Mountains. Getting out of the car was a shock. December in Pennsylvania was very, very different from December in Palm Springs. Crisp, frigid air hit me, the kind that freezes your mouth and nose. A layer of fresh snow covered everything, glittering in the light of the same full moon that Ms. Terwilliger and I had worked magic by. The stars were out here in just as much force as the stark desert, though the cold air made them glitter in a sharper way. Adrian stayed in our hired car but leaned out as the driver handed me my small suitcase. â€Å"Need any help with that?† Adrian asked. His breath made a frosty cloud in the air. It was an uncharacteristic offer from him. â€Å"I'll be fine. Thanks, though. I take it you aren't staying here?† I nodded toward the bed-and-breakfast the car had stopped at. Adrian pointed down the road, toward a large, lit-up hotel perched on a hill. â€Å"Up there. That's where all the parties will be, if you're interested. They're probably just getting started.† I shivered, and it had nothing to do with the cold. Moroi normally ran on a nocturnal schedule, starting their days around sunset. Those living among humans – like Adrian – had to adapt to a daytime schedule. But here, in a small town that must be bursting with Moroi guests, he'd have the chance to return to what was for him a more natural schedule. â€Å"Noted,† I said. A moment of awkwardness followed, but the temperature gave me an excuse for escape. â€Å"Well. I'd better get in where it's warm. Nice, uh, traveling with you.† He smiled. â€Å"You too, Sage. See you tomorrow.† The car door closed, and I suddenly felt lonely without him. They drove off toward the towering hotel. My bed-and-breakfast seemed tiny by comparison, but it was cute and in good shape. The Alchemists had booked me here precisely because they knew the Moroi guests would have other accommodations. Well, most of them. â€Å"Are you here for the wedding, dear?† asked the innkeeper as she checked me in. â€Å"We have some other guests staying with us as well.† I nodded as I signed my credit card slip. It was no surprise that there'd be overflow to this inn, but there'd be a lot less here than the other hotel. I'd make sure to lock my door. I trusted my friends in Palm Springs, but all other Moroi and dhampirs were questionable. Towns like this, and the inns within them, always seemed intended for couples on romantic getaways. My room was no exception. It had a California-king-size bed draped in a gauzy canopy, along with a heart-shaped Jacuzzi by the fireplace. It screamed love and romance, which brought Adrian back to my mind. I ignored it all as best I could and jotted out a quick text to Donna Stanton, a higher-ranking Alchemist who oversaw my assignment in Palm Springs. Arrived in Pocono Hollow. Checked into inn. Her response came quickly: Excellent. See you tomorrow. A second text followed a moment later: Lock your door. Stanton and one other Alchemist were invited to the wedding as well. But they were already on the East Coast and could simply travel here tomorrow. I envied them. Despite my uneasiness, I slept surprisingly well and dared to emerge for breakfast in the morning. I had no need to worry about Moroi, though. I was the only person eating in the sundrenched dining room. â€Å"How strange,† remarked the innkeeper as she delivered my coffee and eggs. â€Å"I know many of the guests were out late, but I thought at least a few might be here to eat.† Then, to emphasize the oddness of it all, she added, â€Å"After all, breakfast is complimentary.† The nocturnal Moroi, who were all still in bed, emboldened me to explore the town a little that day. Even though I'd prepared with boots and a heavy coat, the weather change was still a bit shocking. Palm Springs had made me soft. I soon called it an early day and spent the rest of the afternoon reading Ms. Terwilliger's book by the fire. I flew through the first section and even went on to the advanced one she'd told me to skip. Maybe it was the fact that it was forbidden, but I couldn't stop reading. The scope of what the book described was so gripping and consuming that I nearly jumped a foot in the air when I heard a knock at the door. I froze, wondering if some confused Moroi had mistaken my room for a friend's. Or, worse, for a feeder's. My phone suddenly chimed with a text message from Stanton: We're at your door. Sure enough, when I opened it, I found Stanton standing there – with Ian Jansen, an Alchemist the same age as me. His presence was a surprise. I hadn't seen Ian since he, Stanton, and I had been detained by Moroi for questioning in the escape of a dhampir fugitive. Back then, Ian had had an unwelcome crush on me. Judging from the dopey smile on his face when he saw me, things hadn't changed. I gestured them inside, making sure to lock the door when I closed it. Like me, both Alchemists had golden lily tattoos on their left cheeks. It was the sign of our order, tattoos infused with vampire blood that gave us quick healing and were magically designed to stop us from discussing Alchemist affairs with those who didn't know about them. Stanton arched an eyebrow at the heart-shaped tub and then settled into a chair by the fire. â€Å"No trouble getting here?† Aside from traveling with a good-looking vampire who thinks he's in love with me? â€Å"None,† I replied. I regarded Ian with a frown. â€Å"I didn't expect you to be here. I mean, I'm glad you are, but after last time . . .† I paused as something hit me. I looked around. â€Å"It's all of us. All of us that were, uh, under house arrest.† Stanton nodded. â€Å"It was decided that if we're going to foster good relations between our groups, the Moroi would start by making amends to the three of us specifically.† Ian scowled and crossed his arms, leaning against a wall. He had brown eyes, with matching brown hair that he wore in a neat haircut. â€Å"I don't want any ‘amends' from those monsters after what they did to us this summer. I can't even believe we're here! This place is crawling with them. Who knows what'll happen if one of them drinks too much champagne tonight and goes looking for a snack? Here we are, fresh humans.† I wanted to tell him that was ridiculous, but by Alchemist reasoning, it was a very legitimate concern. And, reminding myself that I didn't know most of the Moroi here, I realized perhaps his fears weren't that unfounded. â€Å"I guess we'll have to stick together,† I said. That was the wrong word choice, judging from Ian's happy smile. The Alchemists rarely had social time, and this was no exception. Stanton soon got us down to business, going over our plans for the wedding and what our purpose was here. A file folder provided background on Sonya and Mikhail, as though I knew nothing about them. My mission and history with Sonya were secret from other Alchemists, so, for Ian's sake, I had to nod along with everything as if it was as new to me as it was to him. â€Å"Festivities will probably last until almost sunrise,† said Stanton, gathering up her papers once she'd finished the briefing. â€Å"Ian and I will be departing then and will drop you off at the airport on our way out. You won't have to spend another night here.† Ian's face grew darkly protective. â€Å"You shouldn't have stayed here alone last night. You should have had someone to look after you.† â€Å"I can look after myself,† I snapped, a bit more harshly than I intended. Whether I liked it or not, Ms. Terwilliger's training had empowered me – literally and figuratively. That, and recent self-defense classes had taught me how to watch out for myself and my surroundings. Maybe Ian meant well, but I didn't like the idea of him – or anyone – thinking I needed coddling. â€Å"Miss Sage is quite well as you can see,† said Stanton dryly. Ian's crush had to be obvious to her, and it was equally obvious to me she had no use for such frivolity. Her gaze drifted to the window, which was glowing orange and red with the setting sun. â€Å"Well, then. It's nearly time. Shouldn't you be getting ready?† They had arrived in their dress clothes, but I still needed to prepare. They talked together while I got ready in the bathroom, but each time I emerged – to get a hairbrush or earrings or something else – I'd see Ian watching me with that sappy look. Great. This was not what I needed. The wedding was being held in the town's claim to fame: a huge, indoor garden that defied the wintry conditions outside. Sonya was a huge lover of plants and flowers, and this was pretty much her dream location for a wedding. The glass walls that composed the building were steamed from the drastic difference between inner and outer temperatures. The three of us stepped inside, into an entry area that was used to sell tickets during the greenhouse's normal operating hours. Here, at last, we found the Moroi that had been hidden to me in daylight. There were about two dozen of them milling around in this entryway, dressed in rich clothing and eerily beautiful with their slim, pale features. Some were ushers and other attendants, helping organize the event and guide guests into the atrium farther into the building. Most Moroi were simply ordinary guests stopping to sign the guest book or chat with friends and family they hadn't seen in a long time. Around the sides, dhampirs in neat black and white suits stood sentry, watchful for any sign of danger. Their presence reminded me of a far, far greater threat than some drunken Moroi mistaking us for feeders. Holding the event at night meant exposing us to attack by Strigoi. Strigoi were a very different type of vampire – so different, in fact, that I almost felt foolish being unnerved in this group. Strigoi were undead, made immortal by killing their victims, unlike the Moroi, who simply drank enough blood from human volunteers to sustain themselves. Strigoi were vicious, fast, and strong – and only came out at night. The sunlight that Moroi found simply uncomfortable was lethal to Strigoi. Strigoi made most of their kills on unwitting humans, but Moroi and dhampirs were their preferred food. An event like this – Moroi and dhampirs crammed into a small space – was practically like offering up a Strigoi buffet. Eyeing the guardian dhampirs, however, I knew any Strigoi would have a difficult task breaking into this event. Guardians trained hard their entire lives, honing skills to fight Strigoi. Seeing as the Moroi queen was attending this event, I suspected the security I'd seen so far didn't even begin to scratch the surface. A number of those gathered here stopped talking when they saw us. Not all Moroi knew about Alchemists or how we worked with their people. So, the attendance of three non-feeder humans was a bit of an oddity. Even those who knew about Alchemists were probably surprised to see us, given the formality of our relationship. Stanton was too experienced to let her unease show, but Ian openly made the Alchemist sign against evil as Moroi and dhampir eyes studied us. I did a pretty good job of keeping my cool but wished there was at least one familiar face in this crowd. â€Å"Miss Stanton?† A round-cheeked Moroi hurried forward. â€Å"I'm Colleen, the wedding coordinator. We spoke on the phone?† She extended a hand, and even tough Stanton hesitated before shaking it. â€Å"Yes, of course,† said Stanton, voice cool and proper. â€Å"Thank you for inviting us.† She introduced Ian and me. Colleen waved us toward the atrium's entry. â€Å"Come, come. We have your seats reserved. I'll take you there myself.† She swept us past the curious onlookers. As we entered the atrium, I stopped and momentarily forgot the vampires around us. The main greenhouse was magnificent. The ceiling was high and vaulted, made of that same steamed glass. A central area had been cleared and set with seats draped in flowers, very much like what you'd see at a human wedding. A dais at the front of the seating area was covered in more flowers and was obviously where the couple would take their vows. But it was the rest of the room that took my breath away. It was like we'd stepped into some tropical jungle. Trees and other plants heavy with brightly colored flowers lined the sides, filling the humid air with a perfume that was almost dizzying. Since there was no sunlight to light up the greenhouse, torches and candles had been cleverly placed throughout the greenery, casting a mysterious – yet still romantic – light on everything. I felt as though I'd stepped into some secret Amazonian ritual space. And of course, nearly hidden among the trees and bushes, black-clad guardians paced and kept watch on everything. Colleen led us to three seats on the right side of the seating area, marked with a RESERVED sign. They were about halfway back – not as esteemed a spot as family would get, of course, but enough to show that the Moroi thought highly of us and really were trying to undo the strained relationship caused by our detainment. â€Å"Can I get you anything?† Colleen asked. I realized now her exuberant energy was partially nervousness. We made her almost – but certainly not quite – as uneasy as she and the others made us. â€Å"Anything at all?† â€Å"We're fine,† said Stanton, speaking for all of us. â€Å"Thank you.† Colleen nodded eagerly. â€Å"Well, if you need anything – no matter how small – don't hesitate to ask. Simply grab one of the ushers, and they'll find me immediately.† She stood there a moment longer, wringing her hands. â€Å"I'd best check on the others. Remember – call if you need anything.† â€Å"What I need is to get out of here,† muttered Ian once she was gone. I said nothing, not trusting any response. If I reassured him we were safe, I'd be regarded with suspicion. Yet if I acted like our lives were in danger, I'd be lying. My views were somewhere in the middle of those extremes. Someone handed me a program, and Ian leaned a bit more closely than I would've liked in order to read over my shoulder. The program detailed a list of songs and readings as well as the members of the wedding party. I could tell from Ian's face that he was expecting to see â€Å"Unholy Bloodletting† right after the Corinthians reading. His next words affirmed as much. â€Å"They do a good job making it seem so normal, huh?† he asked, not bothering to hide the disgust in his voice. I was a bit surprised at how vicious his attitude was. I didn't remember him being quite this extreme last summer. â€Å"Like it's a real wedding or something.† He also wasn't regulating his volume, and I glanced around anxiously, making sure no one overheard. â€Å"So you're saying it's not a real wedding?† I whispered back. Ian shrugged but at least took the hint and lowered his voice. â€Å"With them? It doesn't matter. They don't have real families or real love. They're monsters.† It was ironic that he mentioned â€Å"real love† just then because at that moment, Adrian and his father were ushered to the opposite side of the atrium. Adrian was always a nice dresser, but I'd never seen him in anything so formal. I hated to admit it, but the look was great on him: a navy suit and vest that was nearly black paired with a pale blue shirt and blue-and-white-striped tie. It stood out from the more somber black and gray suits most men here were wearing, but not in an outlandish or tacky way. As I was studying him, Adrian glanced up and caught my eye. He smiled and gave me a small nod. I almost smiled back, but Stanton snapped me back to reality. I allowed him one last, lingering look, and then I turned away. â€Å"Mr. Jansen,† Stanton said in a stern voice. â€Å"Please keep your opinions to yourself. Regardless of their validity, we are guests here and will behave in a civilized way.† Ian nodded grudgingly, flushing slightly as he glanced in my direction – as if being so openly chastised might ruin his chances with me. He didn't have to worry, seeing as he didn't have any chance to begin with. Colleen sent an usher to check on us, and while he spoke to Stanton, Ian leaned toward me. â€Å"Am I the only one who thinks it's crazy that we're here?† He nodded toward Stanton. â€Å"She thinks this is okay but come on. They held us captive. It's unforgivable. Doesn't that make you mad?† I certainly hadn't liked it at the time, but I'd come to understand why it had happened. â€Å"I hate that they did that,† I lied, hoping it sounded convincing. â€Å"I'm angry every time I think of it.† Ian actually looked relieved enough to drop the topic. We sat in blessed silence as the atrium continued to fill up. By the time the ceremony was about ready to start, there must have been close to two hundred people in the room. I kept looking for familiar faces, but Adrian and his father were the only ones I knew. Then, at the last minute, a brightly clad figure came scurrying in. I groaned at the same time Stanton tsked with disapproval. Abe Mazur had just arrived. Whereas Adrian had made color work with formal wear in a stylish way, Abe used color to offend the sensibilities. To be fair, this was one of the more subdued ensembles I'd ever seen Abe don: a white suit with a bright, kiwi green shirt and paisley ascot. He wore his usual gold earrings, and the sheen of his black hair made me think he'd been hitting some hair oil pretty voraciously. Abe was a dubiously moral Moroi and also the father of my friend – and Adrian's former dhampir love – Rose Hathaway Abe made me nervous because I'd had some secret dealings with him in the past. He made Stanton nervous because he was a Moroi the Alchemists would never be able to control. Abe seated himself in the front row, earning a horrified look from Colleen the coordinator, who was supervising everything from the side of the room. My guess was that wasn't part of her seating chart. I heard a trumpet sound, and those sitting in the back suddenly fell to their knees. Like a wave, those seated in the rest of the rows began following suit. Stanton, Ian, and I all exchanged confused looks. Then I understood. â€Å"The queen,† I whispered. â€Å"The queen is coming.† I could see from Stanton's face that was not something she had considered. She had a split second to decide on protocol for this situation and how to maintain our â€Å"civilized† guest status. â€Å"We don't kneel,† she whispered back. â€Å"Stay where you are.† It was a valid call, seeing as we owed no fealty to the Moroi queen. Still, I felt flustered and conspicuous at being one of the only people in the room not kneeling. A moment later, a ringing voice declared, â€Å"Her Royal Majesty, Queen Vasilisa, first of her name.† Even Ian caught his breath in admiration as she entered. Vasilisa – or Lissa, as Adrian and Rose continually insisted I call her – was a picture of ethereal beauty. It was hard to believe she was the same age as me. She carried herself with a poise and regality that seemed ageless. Her tall, willowy body was graceful even among Moroi, and her platinum blond hair fell around her pale face like some otherworldly veil. Although dressed in a very modern lavender cocktail dress, she managed to wear it as though it were some grand Victorian ball gown. A black-haired guy with piercing blue eyes walked at her side. Her boyfriend, Christian Ozera, was always easy to spot, providing a dark contrast that worked perfectly with her lightness. Once the royal couple was seated in the front row – seeming very surprised to find Abe waiting for them there – the throng returned to their seats. An unseen cellist began to play, and everyone released a collective breath as we fell into the comfortable ritual of a wedding. â€Å"Amazing, isn't it?† Ian murmured in my ear. â€Å"How fragile her throne is. One slip, and they'd fall into chaos.† It was true, and it was why Jill's safety was so important. An old Moroi law said that a monarch had to possess one living family member in order to hold the throne. Jill was the only one left in Lissa's line. Those who opposed Lissa because of her age and beliefs had realized killing Jill would be easier than going after a queen. Many opposed the law and were trying to change it. In the meantime, the political fallout from Jill's assassination would be monumental. The Alchemists, whose job it was to keep the Moroi world hidden and protected , needed to prevent their society from falling into chaos. And on a slightly more personal level, I needed to prevent Jill's death because against all odds, I'd grown to care about her in the short time we'd been together. I shifted my mind from those grim thoughts and focused on the next stage of the wedding. Bridesmaids in deep green satin led the procession, and I wondered if Abe had been attempting to match them with his suit. If so, he'd failed. And there, I spotted my first friendly face, aside from Adrian. Rose Hathaway. It was no surprise she'd be a bridesmaid, seeing as she'd been responsible for the happy couple getting together. She'd inherited her father's dark hair and eyes and was the only dhampir among the bridesmaids. I didn't need to see the surprised looks of some of the guests to know that was pretty unorthodox. If Rose noticed or cared, she didn't show it. She walked proudly on, head held high and face glowing with happiness. With that humanlike dhampir appearance, she was shorter than her Moroi companions and had a more athletic build than the slender, small-chested Moroi. Rose had what was a very normal, very healthy body among humans. Yet when I compared myself to Moroi, I felt enormous. I knew it was ridiculous – especially since I wore a smaller size than Rose – but it was a hard feeling to shake. Adrian had recently had an unwelcome intervention with me, going so far as to claim I was on the verge of an eating disorder. I'd been outraged and told him to mind his own business . . . but ever since then, I'd taken a hard look at my behaviors. I now tried to eat more and had gained exactly one pound, something that had felt torturous and wrong until my friend Trey had recently commented that I was â€Å"looking pretty good these days.† It had reinforced the idea that a few more pounds wouldn't kill me and might actually be good for me. Not that I'd admit any of that to Adrian. We all stood when Sonya entered. She was glorious in ivory silk, with tiny white roses adorning her fiery hair. The queen had been magnificent, but there was a glow about Sonya that dwarfed even Lissa's beauty. Maybe it was just something inherent to brides. There was an air of love around Sonya that made her shine. I was surprised to feel a pang in my chest. Ian was probably disappointed when no bloodletting followed, but the ceremony was sweet and filled with emotion. I couldn't believe how stone-faced my Alchemist companions looked – I was on the verge of tears as the couple recited their vows. Even if Sonya and Mikhail hadn't been through hell to be together, this was the kind of ceremony that couldn't help but pull at the heartstrings. As I listened to them swear they'd love each other forever, I found my gaze drifting to Adrian. He didn't see me looking at him, but I could tell the ceremony was having the same effect on him. He was enraptured. It was a rare and sweet look for him, reminding me of the tortured artist that lived beneath the sarcasm. I liked that about Adrian – not the tortured part, but the way he could feel so deeply and then transform those emotions into art. I had feelings, just like anyone else, but that ability to express them into something creative was an area I would never, ever have expertise in. It wasn't in my nature. I sometimes gave him a hard time about his art, especially his more abstract pieces. Secretly, I regarded his skills with awe and loved the many facets of his personality. Meanwhile, I had to fight to keep my face blank, to look as though I was a normal Alchemist with no concern for unholy vampire events. Neither of my companions questioned me, so apparently I pulled it off. Maybe I had a future in poker. Sonya and Mikhail kissed, and the crowd erupted into cheers. They only got louder when he brazenly kissed her a second time – and then a third. The next stage of the festivities, the reception, was being held in the hotel where Adrian and most of the other Moroi were staying. Sonya and Mikhail left first, followed by the queen and other high-ranking royals. Stanton, Ian, and I waited patiently for our row to be dismissed so that we could line up for the limos that were ferrying guests the half mile to the hotel. It normally wouldn't have been that bad of a walk, even in heels, if not for the freezing temperature. Our turn came, and the three of us got into the back of a limo. â€Å"Now we just have to get through the reception,† said Ian as the driver shut our door. â€Å"At least we've got our own car.† Suddenly, the door opened, and Abe slid in beside me. â€Å"Room for one more?† He beamed at Stanton and me. â€Å"So nice to see you lovely ladies again. And you must be Ian. A pleasure.† Abe extended his hand. At first, it looked as though Ian wouldn't shake it, but a sharp look from Stanton dictated otherwise. Afterward, Ian kept looking at his hand as though he expected it to start smoking. The drive only took about five minutes, but I could tell from the other Alchemists' faces that it felt like five hours for them. â€Å"I think it's wonderful that you three were invited,† said Abe, perfectly at ease. â€Å"Considering how much we work together, we should have more of these pleasant interactions, don't you think? Perhaps you'll invite us to one of your weddings someday.† He winked at me. â€Å"I'm sure you have young men lining up for you.† Even Stanton couldn't keep a straight face. The look of horror in her expression said there were few things more profane than a vampire coming to a human wedding. She looked visibly relieved when we reached the hotel, but we weren't free of Abe yet. Some thoughtful person – probably Colleen – had put us at his table, probably thinking it would be nice to be seated with a Moroi we knew. Abe seemed to take great delight in the awkwardness his presence provided, but I had to admit, it was kind of refreshing to have someone who openly acknowledged the strained relations between us rather than pretending everything was okay. â€Å"There's no blood in that,† Abe told us when dinner was served. The three of us were hesitating over cutting into our chicken marsala, even me. â€Å"The only blood is in the drinks, and you have to actually ask for those at the bar. No one's going to sneak you something, and the feeders are being kept in another room.† Ian and Stanton still looked unconvinced. I decided I would be the brave one and began eating without any more hesitation. Maybe vampires were unnatural creatures, but they certainly had excellent taste in caterers. A moment later, the other Alchemists joined me, and even they had to admit the food was pretty good. When the plates were cleared, Ian bravely left for the bathroom, giving Stanton a brief opportunity to lean toward me for a hushed status report. â€Å"Everything was okay when you left?† Strained relationship or not, our mission to keep the Moroi stable hadn't changed. â€Å"Fine,† I said. â€Å"It's all quiet back there. No sign of trouble.† She didn't need to know about my own interpersonal drama. Keeping my tone casual, I asked, â€Å"Any news about the Warriors? Or Marcus Finch?† Stanton shook her head. â€Å"None. But I'll certainly let you know if we uncover anything.† I answered with a polite smile, seriously doubting her words. I hadn't always liked my Alchemist missions, but I'd spent most of my life following orders without question because I believed my superiors knew what was best and were acting for the greater good. Recent events now made me wonder about that. In thwarting some crazed vampire hunters who called themselves the Warriors of Light, Stanton had withheld information from me, citing that we were on a need-to-know basis. She had brushed it off, praising me for being a good Alchemist who understood such policy, but the incident had made me seethe with anger. I didn't want to be anyone's pawn. I could accept that fighting for a greater cause meant tough decisions, but I refused to be used or endangered because of â€Å"important† lies. I'd given my life over to the Alchemists, always believing what they did and told me was right. I'd thought I was important, that they would always look out for me. Now I didn't know. And yet . . . what could I do? I was sworn and sealed to the Alchemists. Whether I liked what they'd done to me or not, there was no way out, no way to question them. . . . At least, I'd thought that until I learned about Marcus Finch. I'd only found about him recently, after discovering he'd once crossed the Warriors of Light by helping a Moroi named Clarence. Although the Warriors usually only went after Strigoi, a rebel group had once decided to target Clarence. Marcus had stepped up and defended Clarence against the Warriors, convincing them to leave him alone. I'd almost believed Clarence was making up the story until I saw a picture of Marcus. And that was where things got really weird. Marcus seemed to have also crossed the Alchemists. In fact, Clarence and one of the Warriors had hinted that Marcus had at one time been an Alchemist – but was no longer. I hadn't believed it until I saw his picture. He didn't have a golden lily – but a large tribal-looking tattoo done in blue ink that was large enough to cover the golden one, if you were trying to hide it. Seeing that was life changing. I'd had no idea it was possible to tattoo over something so powerful. I certainly hadn't thought anyone could leave the Alchemists or that anyone would even want to, not with the way our purpose was drilled into us practically from birth. How could someone consider abandoning our missions? How could someone go rogue and just walk away from the Alchemists? What had happened that would make him want to do that? Had he had experiences similar to mine? And would they let him go? When I'd asked about him, Stanton claimed the Alchemists had no knowledge of Marcus, but I knew that was a lie. She didn't know I had his picture. His blue tattoo was big enough to cover a lily, and I'd seen metallic hints of one underneath, proving he had indeed once been one of us. And if he'd had the Alchemist mark, then they most certainly knew about him. They were covering him up, and that just intrigued me further. In fact, I was a little obsessed with him. Some instinct told me he was the key to my problems, that he could help me uncover the secrets and lies the Alchemists were telling me. Unfortunately, I had no clue how to find him. â€Å"It's important no one here knows what you're doing, so remember to be discreet,† Stanton added, like I needed to be reminded. A small crease appeared between her eyebrows. â€Å"I was particularly worried about that Ivashkov boy coming to this wedding. We can't let anyone know you two have more than a passing acquaintance. Little things like that could compromise our mission.† â€Å"Oh, no,† I said quickly. â€Å"You don't need to worry about Adrian. He understands how important our work is. He'd never do anything to compromise it.† Ian returned, and our discussion ended there. Dinner soon gave way to dancing. With the atmosphere more relaxed, a number of Moroi came over to introduce themselves to us. I felt nearly as popular as the bride and groom. Ian shook so many hands that he eventually became immune to it. And as uncomfortable as it was for my companions, I could tell this event was actually accomplishing its goal of smoothing relations between Alchemists and Moroi. Stanton and Ian were by no means ready to be best friends with any of them, but it was clear they were pleasantly surprised at how friendly and benign most of the guests seemed. â€Å"I'm glad we got this chance to be together,† Ian told me during a lull in our public relations. â€Å"It's so hard with our jobs, you know? I'm in St. Louis now, in the facility archives. Where do they have you?† Secrecy was key in Jill's protection. â€Å"I'm in the field, but I can't say where. You know how it is.† â€Å"Right, right. But you know, if you ever wanted to visit . . . I'd show you around.† His desperation was almost cute. â€Å"Like for a vacation?† â€Å"Well, yeah. Er, no.† He knew as well as I did that Alchemists didn't get vacations easily. â€Å"But, I mean, they're doing all the holiday services, you know. If you decide to come to one, well, let me know.† Alchemist priests always conducted special services around Christmas in our main facilities. Some Alchemist families made a point of going to them every year. I hadn't been to any in a while, not with the way my missions kept jumping around. â€Å"I'll keep that in mind.† There was a long pause, and his next words came haltingly. â€Å"I'd ask you to dance, you know. Except it wouldn't be right in this kind of unholy setting.† I gave him a stiff smile. â€Å"Of course. That, and we're here on business. We've got to focus on building good relationships with them.† Ian had started to respond when a familiar voice interrupted us. â€Å"Miss Sage?† We looked up and found Adrian standing above us, dashing in his shades of blue. His face was the picture of perfect politeness and restraint, meaning something disastrous was probably about to happen. â€Å"It's so nice to see you again,† he said. He spoke as though it had been a while, and I nodded in agreement. As I'd assured Stanton, Adrian knew too much familiarity between us might create a trail back to Jill. â€Å"Did I just hear you two talking about building good relationships?† I was tongue-tied, so Ian answered. â€Å"That's right. We're here to make things friendlier between our people.† His voice, however, was most decidedly unfriendly. Adrian nodded with all seriousness, like he hadn't noticed Ian's hostility. â€Å"I think it's a great idea. And I thought of something that would be an excellent gesture of our future together.† Adrian's expression was innocent, but there was a mischievous sparkle in his eye that I knew all too well. He held out his hand to me. â€Å"Would you like to dance?†

The Witches Influence on Macbeth

The Witches Influence on Macbeth Allison Schweinert Malling Hour 2 1/15/12 Throughout Macbeth, Shakespeare’s witches, or the â€Å"three weird sisters† (1. 3. 32) serve several purposes. With their persuasive techniques and ability to either see or influence the future, their most important role seems to be their power to influence decision-making and cause the initial deterioration of Macbeth. By providing five prophecies, the witches â€Å"provide Macbeth’s ‘call to action’ and drive his thirst for power†, (Jamieson). However, by not telling Macbeth the full truth, they give him false hope, and expectations that ultimately lead to his demise. The witches influence him so greatly, that without their presence, it is possible that Macbeth would never have even committed the murder of King Duncan. The three weird sisters make their first appearance in Act 1 Scene 1. In Act 1 Scene 3, the witches make their first predictions. The first is that Macbeth will be King of Cawdor and Thane of Glamis. The second is that Banquo’s sons will also be kings. Macbeth’s is forced to question the prophecies and says to the witches, â€Å"By Sinel’s death I know I am thane of Glamis. But how of Cawdor? The thane of Cawdor lives, A prosperous gentleman, and to be king, stands not within the prospect of belief,† (1. 3. 71-74). Due to his inevitable inheritance of the title Thane of Glamis, Macbeth is convinced that the witches are, in fact, of a supernatural nature. Despite his lingering doubts, these predictions were enough to convince Macbeth and Lady Macbeth to pursue their ambitions and kill Duncan. This shows the witches first influence in that, even though Macbeth questions their credibility, he allows them to have substantial control in his future. Secondly, it is thought by many, that to know what fate may have in store for them, and to have knowledge of the future is wrong. It seems this is true, because after Macbeth demands the witches second appearance, he is told to beware of Macduff, and that he cannot be harmed by anyone born of a woman or defeated until the â€Å"Great Birnam Wood to high Dunsinane shall come,† (4. 1. 93-94). After receiving these final prophecies, it seems that Macbeth’s morale begins to deteriorate along with his confidence. Based on his paranoia and extreme reliance on the witch’s initial prediction he sends out men to murder Banquo and his son. He also attempts to kill Macduff, and when that fails he tells the murderers to kill his family despite their innocence. In this, he reaches a point of true evil. However, throughout all this, Macbeth continues to have his doubts. He considers his invincibility and constantly reminds himself and others that, he â€Å"bares a charmed life, which must not yield To one of woman born,† (5. . 12-13). I believe he does this because he needs to convince himself that the witches are, in fact, unequivocal. However, he fails to consider that perhaps the witches just aren’t telling him the full truth. This becomes evident in Macbeth’s final scenes as the Birnam Woods make their way towards him, in Malcolm’s attemp t to hide his numbers. Macbeth also realizes that he should have had higher speculations moments before his death, when Macduff tells him â€Å"Despair thy charm, And let the angel whom thou still hast served Tell thee, Macduff was from his mother’s womb Untimely ripped†, (5. . 13-16). At this point, Macbeth was forced to come to terms with his undoing and realize that the witches weren’t as reliable as he’d hoped. But how much of the blame do the witches truly deserve? We now must ask ourselves, â€Å"Are the witches prophecies preordained? Or do they simply encourage Macbeth to become active in constructing his own fate? † (Jamieson). My answer to both of these is yes. The second that the witches told Macbeth that he would be king, his future became exactly as they’d foretold. Once he obtained knowledge of his divine will and allowed the witches prophecies to overtake him, Macbeth began to slowly deteriorate. It wasn’t until Macbeth heard the witches prophecies, that thoughts of killing Duncan came to him, and even when the did, he was reluctant. The initial thought of committing such a crime was, â€Å"but fantastical† (1. 3. 139), despite Macbeth’s ruthless nature in combat. Even further, prior to the murder during his discussion with Lady Macbeth, he attempted to withdraw himself from the conspiracy. He tells Lady Macbeth, â€Å"that we but teach Bloody instructions, which, being taught, return to plague th’ inventor: this even handed justice Commends th’ ingredients of our poisoned chalice To our own lips,† (1. 7. 8-12). Macbeth says this as if he knows, to trust the prophecies, is to seal his fate. Unfortunately, it is too late for Lady Macbeth. She has already had a taste for power in her control over Macbeth; now she is addicted to it and has already traded her morals to the devil. Lady Macbeth’s early decisions are what, I believe, led to her extreme loss of sanity. Macbeth doesn’t entirely come to terms with his ambitions until later. He evokes full trust within the prophecies near the end of the play, while he boasts of his invincibility. Their dependence and reliance on the prophecies is what ultimately led to their demise. Without the prophecies, there would have been nothing to rely on and simply their desires to push them. Because of this, the witches’ influence on Macbeth is clear. They did far more than just provide him with a glimpse of his future; they released his innermost desires and set his path by doing so. They opened doors and guided him on a journey that once he had embarked on, could never return. References Crowther, John, ed. â€Å"No Fear Macbeth. † SparkNotes. com. SparkNotes LLC. 2005. Web. 16 Jan. 2012 Jamieson, Lee â€Å"‘Macbeth' Witches. † About. com Shakespeare. N. p. , October 2005. Web. 10 Jan 2012. . Riedel, Jennifer. â€Å"The Witches' Influence on Macbeth . † Diss. University of Victoria, 1995. Web. . Shakespeare, William. Macbeth. Elements of Literature: Sixth Course. Ed. Kathleen Daniel, et al. Austin: Holt, Reinhart and Winston, 2003. 300-385.

Abercrombie and Fitch report Essay Example for Free

Abercrombie and Fitch report Essay ? Abercrombie & Fitch was established in 1892, and originally was a retailer of outdoor and sporting goods. In 1976, it went bankrupted and was acquired by Limited Brands in 1988. Michael Jeffries was nominated to become CEO in 1992, and he dramatically improved the status of A&F to be a global fashion retailer. Now the symbol of American style and beloved brand by many customers worldwide, Abercrombie and Fitch produces mainly apparel, fragrance and lifestyle goods targeting at consumers aged from 18 to 25. There are 4 sub-brands in A&F which are Abercrombie and Fitch, Abercrombie Kids, Hollister and Gilly Hicks. Each sub-brand has its own characteristics and its positioning in the fashion market is slightly different. Abercrombie & Fitch is rooted in East Coast traditions and Ivy League heritage, it is the essence of privilege and casual luxury (Abercrombie and Fitch Co. 2012, P. 3). Abercrombie Kids is for the kids who want to be like their older brothers or sisters and the core concept of it is casual and preppy looks. Hollister’s heritage stems from Southern California and was designed to represent cool beach style. Gilly Hicks is the newest and smallest brand in A&F made only for the girls’ clothes or underwear. With the opening of a flagship store in Canada in 2005, A&F started to enter the global market. Now it has 139 stores outside of the US, and it recently opened stores in Seoul, South Korea and in Shanghai, China to expand into the Asian market. We chose Abercrombie and Fitch since we would like to see how successful this multinational apparel company can be by insisting its All-American style in different cultures. We wanted to explore its unique retail strategy and brand positioning as this brand is sought after a lot of young adult. Several controversial issues of A&F were the deciding factor in our choice of company. Work Oriented Culture Of all the methods which exist for explaining cultural differences, â€Å"the dimensional approach is more influential† (Peng & Meyer, 2011). Geert  Hostede, a Dutch professor, established the overarching theory consisting of five cultural dimensions. The first is power distance which outlines the expectation and acceptance of the unequal distribution of power by the less powerful members of a country (Peng & Meyer, 2011). Individualism vs. collectivism is the cultural dimension characterized by whether the  citizens view themselves as distinctly different or dependent upon group involvement. The third cultural dimension is masculinity vs. femininity which refers to the values, traditional male or female, which are held in the highest regard. Determining the extent to which an individual will embrace uncertain circumstances is the uncertainty avoidance dimension. Finally, long-term orientation deals with the emphasis the citizens place upon â€Å"perseverance and savings for future betterment† (Peng & Meyer, 2011). The US is the home country of Abercrombie and Fitch. Scoring a 40 caused the US to be in the lower half of the countries for power distance. Hierarchy is â€Å"established for convenience† (Geert-hofstede.com, 2014) as superiors are easily accessible and communicate informally. Information is free flowing as managers take input form their subordinates. The US received the highest individuality score of 91. Citizens are considered â€Å"the best joiners in the world† (Geert-hofstede.com, 2014). It is not extreme for Americans to work with people with whom they are not familiar as deep friendships are not commonly formed. What an individual is capable of doing or has already done will determine their value of being  hired or promoted. Ranking 15th on the masculinity scale with a score of 62 indicates a masculine nation. US firms create a culture of â€Å"live to work† (Geert-hofstede.com, 2014) where higher status and financial rewards are key driving factors. Leaders which are forceful and decisive are highly valu ed. Employees who are less visible and indecisive are not able to attain success With a score of 46, the US is shown to have a below average uncertainty avoidance. Innovation is extremely valued as new ideas are quickly accepted. As compared to firms in higher uncertainty avoidance countries, US firms will quickly go after new, emerging, and risky opportunities. The US is seventh from the bottom of the list for long-term orientation with a score of 29. While future planning is involved in US firms’ decision making process, quarterly reports are incredibly significant and limit the time firms can look ahead. Employees’ savings rates in countries such as the US are much lower than those in long-term oriented nations. Home Region Oriented Firm Rugman and Verbeke in 2004 established a triad of economic power consisting of Asia, the EU, and North America. Analysis of 380 firms determined how many were home-region oriented, bi-regional, host-region oriented, or global (Rugman & Verbeke, 2004). A home-region oriented firm has â€Å"at least 50% of their sales in their home region of the triad† (Rugman & Verbeke, 2004). To be a bi-regional company, at least 20% of all sales must take place in two regions, but the company cannot have more than 50% in the region where the company is based. If a firm has more than 50% of its sales in a region different than its home region then the firm is considered host region oriented. In order to be global, a firm must have â€Å"at least 20% of their sales in all three regions of the triad, but less than 50% in any one region† (Rugman & Verbeke, 2004). A&F is considered a home region oriented company based upon the released date from 2013. Of the $4,116.9 million in sales, 64.59% or $2,659.09 million is generated in the home region, North America. $1,116.78 million or 27.13% of all their sales take place in the EU region. Asia is far behind as the remaining 8.28% of sales, 341.03 thousand dollars, is dispersed across the  rest of the world. No calculations were needed as the sales figures and percentages were given. (Csimarket.com, 2014). The industry for which A&F operates can explain their sales distribution. As the company is in the fashion and retail industry, its’ sales are incredibly dependent upon the affinity of the customers for specific brands and styles. Since the company is based in North America, the firm is much more familiar with the prevalent style which would need to be present to increase sales. A&F also established itself in their home country before expanding. These factors could explain the firmâ€℠¢s international orientation. Ownership Advantages First, one downstream ownership advantage of A&F is the possession of a specific brand image which is not easily imitable. The firm operates under different brands – Abercrombie & Fitch, Abercrombie Kids, Hollister, and Gill Hicks – for slightly different targets. Each sub-brand represents a different brand image but they eventually add up to one big image, â€Å"American Cool†. To the fashion retailers, the most important ownership advantage is their own irreplaceable brand image. In this context, A&F has its distinct position in the fashion market and is using their brand image successfully to attract the customers (Abercrombie & Fitch Co. 2012, P. 3). Second, the other ownership advantage of A&F is its’ in-store experience. A&F stimulates the customers’ senses of sight, sound, smell, and touch by utilizing handsome male models, music, fragrances, rich fabrics and interior design. Customers (mainly females) can get a chance to take a photo with the models, and this became a representative in-store experience of A&F. In addition to this, A&F uses certain perfume to attract customers and to make them remember A&F for a longer time than just seeing, which is called â€Å"scent marketing†. Also, the stores always play the video of the American beach to emphasize its â€Å"cool† brand image. A&F only sets up the flagship stores and controls them through the managers who are trained in the US and sent to the international flagship stores to monitor the whole operation. This system makes it possible to transfer this in-store experience to the newly established flagship stores very well. Therefore, all A&F stores, even those  overseas, are committing the standardized in-store experience by offering customers the same experience (Abercrombie and Fitch Co. 2012, p. 4). Uppsala Model & Network Internationalization Model – Differences â€Å"The Uppsala model views that market knowledge is gained only by operating directly in a market; thus the model focuses on experimental knowledge† (Childs & Jin 2013, p. 38). According to the Uppsala model, will increase their market commitment gradually based upon their experience in the market and based on the knowledge they gain in the market. On the other hand, according to the Network internationalization model, firms can start their internationalization before they enter the market by settling network relationship in advance. Therefore, firms do not have to follow the stages of the Uppsala model but â€Å"building a number of such relationships constitutes a large and important investment, and once established, a nd organizational or ownership advantage† (Vahlne & Johanson 2013, p. 195). Uppsala Model & Network Internationalization Model – Similarities Both models consider the network as important knowledge that firms should gain. The network facilitates information and experience by building up the trust in a relationship and also by learning from other market players. Within the Uppsala model, the core concept of the gradual extension of a company’s internationalization into a market, which gains the company valuable experience, should be based on the interplay with customers, suppliers, and other competitors. As the company’s network broadens, it can get more knowledge and at the same time its degree of internationalization will become higher. In this context, we can find similarity between the two models. International Trajectory In 2005, A&F first opened its’ flagship store in Canada. Starting from this, A&F entered the European market with opening flagship stores in major cities of the European countries, such as London, Milan, Paris, and Amsterdam. On December 15, 2009, A&F opened its first Asian flagship store in Tokyo as a starting point to enter the Asian market. Currently, A&F owns 19 flagship stores in Canada, 110 in Europe, and 11 in Asia. Among those stores, 39 are sales subsidiaries. In Canada, the Netherlands, and Hong Kong, A&F has wholly-owned subsidiaries because there are DCs in those countries, meaning that they are the most important countries in each continent (Abercrombie &  Fitch Co. 2012, PP. 19, 101102). Firms who have a strong brand image and possess asset specificity (a unique product or a unique way of doing business) are more likely to internationalize quickly (Childs & Jin, 2013). A&F is a good example of this case, so it could skip the lower stages of the Uppsala model, s uch as sporadic exports or exports through sales agents, and could set up the subsidiaries directly overseas, which only takes 7-9  years. Consequently, now we can assume that the company is already in a quite higher stage of the Uppsala-based stages model with its sales subsidiaries and wholly-owned subsidiaries. Degree and Nature of International Sourcing Abercrombie and Fitch does not own factories producing the products and it has not sourced more than 10% of its merchandise from any single member of its approximately 155 vendors in 20 countries, including the United States, China, Vietnam and Guatemala (Abercrombie & Fitch Co. 2012, p. 4). In particular, more than 90% of its suppliers are in Asia (Google.com, 2011). The company has established supplier product quality standards to ensure the high quality of fabrics and other materials used in the company’s products (Abercrombie & Fitch Co. 2012, p. 5). Abercrombie and Fitch has two distribution centers (â€Å"DCs†) in New Albany, Ohio. The two DCs were initially responsible for the distribution of merchandise to the stores and direct-toconsumer customers, both regionally and internationally. Since 2009, A&F has offshored its DCs by using a third-party DC (TNT Fashion) in Roosendaal, the Netherlands for the distribution of merchandise to stores and direct-to-consumer c ustomers located in Europe and a third-party DC in Hong Kong since 2011 for the distribution of merchandise to stores located in Asia. Its two DCs in New Albany, Ohio currently only support its North American stores, and direct-to-consumer customers outside of Europe (Abercrombie & Fitch Co. 2012, p. 5). The nature of offshoring the DCs is to broaden the direct-toconsumer business worldwide and facilitate the international expansion of Abercrombie and Fitch stores in Europe and Asia. Furthermore, Abercrombie and Fitch has a strong, cooperative and long-term relationship with its vendor factories. When the CEO Mike Jeffries was asked about the cost pressures from raw materials and labor costs, he emphasized  that a strong relationship with vendors has been key since they had assisted A&F and been fair in terms of cotton prices and other increases. He also added that A&F and vendors have been there for each other for the long term (Barrie, 2010). Strategic Advantages and Drawbacks of International Sourcing and Offshoring The first advantage of international sourcing is that A&F can hedge against the supplier risks. Since A&F has relationships with over 100 vendors in 20 countries, it can flexibly switch from one source to another when necessary. A&F has the ability to increase its total supply capacity. Even if there are a sudden wave of demand for certain products, having a strong relationship with over 100 vendors will ensure A&F a certain supply of products and therefore the supply chain will be more stable (Inboundlogistics.com, 2011). However, such global sourcing strategy also brings some disadvantages. The source of production activity is too dispersed; it is a challenge to find qualified executives who know the local business environment and understand the corporation’s inner workings especially in the Asia Pacific region (Inboundlogistics.com, 2011). We would advise Abercrombie and Fitch to send executives from the US to those countries and hire local managers simultaneously to ensure the production activity smooth. The primary advantage of offshoring is to reduce costs. Offshoring its distribution centers in Europe and Asia can save distribution and transportation costs of merchandise to stores in Europe and Asia. However, if the third-party distribution center in the Netherlands or Hong Kong shuts down suddenly, the distribution of merchandise in Europe and Asia will be totally disrupted. Therefore, A&F should leverage the risk by running an additional distribution center in some low-cost countries, such as Vietnam. This move will also support A&F’s future expansion. Opportunities and Threats in Vietnam Opportunities Labor cost in Vietnam are absolutely lower than that of China (JETRO, 2011) (NWPC, 2014). See Appendix 1 for figure 1. Government policy to attract FDI (Kim, Lee & Cheong, 2011). See AppendixThreats 2.  TPP (Trans-Pacific Partnership) – Cost reduction, lead time reduction, and tax benefit. See Appendix 3 for table 1. Currently only 16% of A&F clothes are produced in Vietnam (Google.com, 2011). See Appendix 4 for figure 2. Vietnam has a better status for lead times, infrastructure, and working circumstances than other developing countries (Kim, Lee & Cheong, 2011). As A&F doesn’t operate their own manufacturing facilities but uses vendors, it can be intense competition among the companies who want to attract vendors in Vietnam. Bangladesh, Cambodia, and Sri Lanka which have lower labor cost than Vietnam are trying to develop their infrastructure and manufacturing conditions to attract vendors. In the future, those undeveloped countries can be a threat to the Vietnam market. Minimum wage in Vietnam is increasing by 15% in 2013, and 17% in 2014 (Vettoretti & Huyen, 2013). Suggestions for the Emerging Market We suggest establishing a distribution center (DC) in Vietnam as a strategy to create synergy with the new manufacturing facilities in Vietnam. Currently, many global fashion retailers are trying to generate vertical integration in the emerging markets because they can control the demand fluctuation easily and simplify procurement and administrative procedures eliminating the need to deal with a wide variety of suppliers and distributors. If TPP is concluded, the degree of tariffs will decrease, so it would be better to concentrate on upstream investment in Vietnam. Because emerging markets are not wellorganized and there is more lack of conditions than the developed market, owning a DC will be more stable and protective. Eventually, a DC in Vietnam will create good access to the Asian market. In  overseas developed markets, A&F doesn’t own the distribution centers but uses third-party DCs in the Netherlands and Hong Kong. However in Vietnam, we assume that A&F would set up a distribution center as a wholly-owned subsidiary. The third-party logistics in outsourcing the whole distribution to a specialized company would reduce the cost. Now A&F has only third-party DCs in overseas and there is a threat to be shut down. In order to prevent this situation in advance, owning at least one wholly-owned DC is practical. Because a wholly-owned DC totally controlled by the company, the company can adjust to the demand fluctuation better than a third-party DC. Therefore wholly-owned DC will function as a safety net in a case there is an uncontrollable problem in a third-party DC. Strategic Objectives of Entering China With regard to market seeking, â€Å"China will represent the biggest market potential for our brands,† said Craig Brommers, senior vice president of marketing for A&F (Fashionunited.com, 2014). Undoubtedly, China is a huge and growing market with a population of approximately 1.4 billion. Therefore, A&F has been trying to locate its potential customers by opening the first flagship store in Shanghai and 8 Hollister stores in different cities since 2012. The company plans to open over 100 new stores under its Hollister and A&F’s label in China over the next ten years (Fashionunited.com, 2014). With regard to efficiency seeking, there are an abundant suppliers and a low-cost labor force. Specifically, over 60% of its vendors were located in China in 2011 (Google.com, 2011). Also, there has been a distribution center in Hong Kong since 2011. Therefore, A&F can achieve lower transportation costs since the delivery is closer to its target markets. Past Foreign Entry Modes Abercrombie and Fitch started its international expansion in London by opening the first overseas flagship store in 2007, and it almost adopted a single foreign entry mode in the last 7 years. A&F established a wholly-owned subsidiary when entering a new market, such as the Netherlands, UK, Hong  Kong, Singapore and Japan. However, A&F opened its first Hollister store in Dubai in 2013 through a joint venture with Majid Al Futtaim Ventures and an A&F flagship store is expected to open in Dubai in 2014 the same way (Majid Al Futtaim Ventures, 2014). For Abercrombie and Fitch, establishing wholly-owned subsidiaries is a better entry mode for international expansion. A&F can enjoy full control of the international stores since it pursues an intensely American retail and marketing strategy (Marx, 2010). Therefore, establishing a wholly-owned subsidiary enables A&F to integrate the operation of its subsidiaries tightly with itself and to control what the subsidiary should follow. In addition, it takes a lot of efforts to establish an effective relationship in a joint venture and the cultures of the companies may be incompatible. Financially, The parent company can consolidate the results of its wholly-owned subsidiaries into one financial statement (Basu, 2014).Considering that A&F is opening more international stores worldwide, the financial reporting would be too complicated if it engages in joint ventures in many different countries. Multinational Strategy – Home Replication Stage The multinational strategy of Abercrombie and Fitch closely resembles the home replication strategy. There are several evidences from practice. First of all, the local responsiveness of A&F’s international stores is very low. The staff greets shoppers in English, rather than the local language of the foreign countries. This results in foreign customer alienation since some customers will be forced to surface their rusty English during the transaction (Marx, 2010). A&F replicates its home country-based competencies such as brand positioning. Sex appeal is a big part of the brand’s charm in the United States; A&F also puts this masculine ideal into practice of its international stores. Particularly, many of the male staff members are half-naked in the stores (Marx, 2010). Finally, the implementation of its marketing strategy and operation is easier. The store design and the interior are the same worldwide along with extremely dim lightings, a strong smell of cologne and p erfume and the staff singing or dancing with the  pounding American songs. ‘Real-life’ Social and Environmental Dilemmas A ‘real life’ social dilemma has adversely impacted A&F in recent years surrounding its CEO. The official website of the company states the company strives to be â€Å"an inclusive environment that values the differences of its associates and customers† (Anfcareers.com, 2014). While this is the official statement, an interview with the CEO, Mike Jeffries, brought a contrasting view to light. Jeffries identified his target market by claiming, â€Å"a lot of people don’t belong [in our clothes]†¦Are we exclusionary? Absolutely† (Walker, 2014). A&F has since released an apology, but boycotts, negative celebrity statements, and petitions were enacted. This issue is an ethical dilemma to the firm because of their strategic place in the clothing market. In order to stay popular, an essence of exclusivity has been built around the brand, since the more exclusive the brand appears, the more interest the brand receives. This has been A&F’s approac h, but this strategy is not inclusive. The firm had to determine whether to increase their size options or continue with the current productive model. The most important stakeholders for this dilemma are the CEO and those who hold a large portion of A&F’s stock. If A&F is not able to effectively remedy the situation then the company’s profits will continue to suffer. A&F is a public company so their performance directly affects their stock. If the dilemma is not resolved quickly, it could trigger a chain reaction of a loss in profits which leads to lower stock causing several holders of the stock to drop it effectively dropping the value of the stock. The effects of this dilemma could have extremely long lasting repercussions. An environmental issue which has become a dilemma for A&F is the implementation of harmful chemicals in their signature fragrances. Within the fragrance Fierce, â€Å"11 secret chemicals that are not listed on the label† (Henricks, Malkan, & Shils, 2014) were found that heighten allergic reactions. This particular fragrance caused reactions from various activist groups such as Physicians for Social Responsibility, MomsRising, and others which total over 1.5 million people (Henricks, Malkan, & Shils, 2014). Utilizing harmful chemicals is an ethical environmental dilemma for A&F  because the current formula has generated incredible revenue. The official website of the company addresses large environmental impact areas such as limiting their carbon emissions, but nothing addresses something  which impacts the environmental on this particular scale. If A&F is able to hide these chemicals and still gain their desired sales results then it has little motivation to stop acting in this manner. The most important stakeholders surrounding this dilemma are not only the executives and upper management of the company, but also the lowest store employees. A loss in serious sales will affect most employees in a company, but this situation would directly affect individual store employees.Customers may stay away from the stores in order to avoid the negative side effects resulting in a loss of profit and jobs for store employees. Developing a Globally Standardized Strategy Currently, Abercrombie and Fitch already has an established a globally standardized strategy to cope with the selected dilemmas. The strategy is laid out on a website by the company which was created specifically for displaying the considerate side of A&F. Covering everything from the sustainability to collaborations to specific policies, A&F clearly display their globally standardized strategy to â€Å"ensure that the highest values of human rights are being upheld at our headquarters, in our stores and within our supply chain† (anfcares.org, 2014). A&F should have a globally standardized strategy. Even if ethical imperialism is not wise, the specific industry operations call for a globalized solution. Several ethical viewpoints are almost universal for garment manufacturing. Several unethical decisions such as environmental negligence and the use of harmful chemicals have resulted in scandals and dilemmas because of the accessibility of information. For example, the infamous interview with the CEO was conducted years before it gained notoriety. By having a globally standardized strategy, A&F could mitigate potential situations before they arise. The selected dilemmas have global relevance. Inclusion, the principle dealt with in the social dilemma, is incredibly important to a multitude of  cultures across the world. A store in the Netherlands which openly admitted to not wanting homosexual customers would experience a similar backlash. The environment issues also reaches across borders. Asthma, one of the problems which are heightened by the fragrances, is prevalent in â€Å"an estimated 300 million people† (Aaaai.org, 2014). Abercrombie and Fitchs’ Actions Compared to Unilever The actual solutions by A&F are not similar to the solutions practiced by Unilever. Both A&F and Unilever have explicit codes of conduct and plans to deal with ethical dilemmas which arise. Even though these plans exist, A&F has demonstrated that its actions do not always align with their official stance. Unilever’s approach to social impact such as gender equality has been greatly documented, and one of their main goals by 2020 is to â€Å"help more than 1 billion people improve their health & well-being† (Vis, 2014). The implementation of this policy is seen as Unilever has helped generate around â€Å"65,000 microentrepreneurs† (Vis, 2014). A stark contrast exists between Unilever’s actions and those of A&F. Unlike Unilever, the ultimate actions of A&F and their refusal to stock larger size clothing proves the company is dedicated to portraying a positive image without actually helping to make a positive change in society. A&F’s actions toward their environmental impact align almost with their actions for social justice. Although its’ official stance is to reduce its environmental footprint, the company has taken no action in light of the protests by environmental groups driven â€Å"to get rid toxic chemicals from the environment† (Lutz, 2013) which are the result of their colognes. Unilever’s approach towards economic longevity has been greatly noted as â€Å"75% sites [send] zero waste to landfill† (Vis, 2014). Unilever’s approach is much more preferable to A&F’s approach. From a social standpoint, Unilever’s actions have actively made a beneficial social change as Unilever continues to fulfill their promises. A&F continues to ignore their customer’s plight even though the company claims to truly care. From a corporate standpoint, Unilever’s approach is better because many news outlets have cited the company as making a positive c hange, while A&F continues to have controversies resulting in a sales drop of 10%. Overall, Unilever has a much better strategy than A&F. Figure 1: Average Monthly Wage of Asian Countries (Nwpc.dole.gov.ph, 2014) Appendix 2 Improvement of the Vietnam Government Policy on FDI (Kim, Lee and Cheong, 2011) The Vietnam government policy for FDI was dramatically improved by registering into WTO (World Trade Organization) and preparing for PNTR (Permanent Normal Trade Relations). Besides, the government adopted global standards, abolished discrimination of foreigners, and opened the service part such as finance or communication. As a result, FDI into Vietnam broadened to various areas, for example, fabrics, mining, energy, finance, logistic and so on. Especially concluding PNTR between the US made it possible to participating into WTO and encouraged foreing investors to enter into the Vietnam market. Another important change in the policy is related to the modification of legal restrictions or rules. On 1st of July, 2006, the government changed the original law for FDI which had been adapted only to the local people into the newly modified law for FDI which is commonly adapted to the both parts of foreigners a nd local people. This was the effort of the government to create more competitive investment conditions which are changing subject of application, and abolishing double price and repatriation tax. Also the government has been modifying the original business law, investment law, land law, and corporate taxation. References 1) Aaaai.org 2014, Asthma Statistics | AAAAI. [online] Available at:http://www.aaaai.org/about-the aaaai/newsroom/asthma-statistics.aspx [Accessed 14 May. 2014]. 2) Abercrombie and Fitch 2012, Annual report 2012, Abercrombie and Fitch Co., New Albany, Ohio. 3) Anfcareers.com 2014, Abercrombie & Fitch Careers. [online] Available at:http://www.anfcareers.com/page/Diversity [Accessed 15 May. 2014]. 4) Anfcares.org 2014, A&F Cares Our Strategy. [online] Available at:http://www.anfcares.org/sustainability/environment/strategy.jsp [Accessed 16 May. 2014]. 5) Barrie, L. 2010, Abercrombie & Fitch sees opportunities in higher costs. [online] Just-style.com. Available at: http://www.just-style.com/analysis/abercrombie-fitch-sees-opportunities-in-highercosts_id109585.aspx [Accessed 18 May. 2014]. 6) Basu, C. 2014, The Advantages & Disadvantages of a Wholly Owned Subsidiary. [online] eHow. Available at: http://www.ehow.com/info_8627934_advantages-disadvantages-wholly-ownedsubsidiary.html [Accessed 18 May. 2014]. 7) Childs, M. and Jin, B 2014, Is Uppsala model valid to fashion retailers? An analysis from internationalisation patterns of fast fashion retailers. Journal of Fashion Marketing and Management, 18(1), pp.36 – 51. 8) Csimarket.com 2014, Abercrombie & Fitch Co. (ANF) Jan. 31, 2014 Sales per Country and Region, Annual Report – CSIMarket. [online] Available at:http://csimarket.com/stocks/segments_geo.php?code=ANF [Accessed 18 May. 2014]. 9) Fashionunited.com 2014, Abercrombie & Fitch aims to open 100 stores in China – Report Executive. [online] Available at: http://www.fashionunited.com/executive/report/abercrombiefitch-aims-to-open-100-stores-in-china-20142304495372 [Accessed 18 May. 2014]. 10) Geert-hofstede.com 2014, United States – Geert Hofstede. [online] Available at: http://geerthofstede.com/united-states.html [Accessed 18 May. 2014]. 11) Google.com 2011, Abercrombie & Fitch Production and Expansion – Google Maps. [online] Available at: https://www.google.com/maps/ms?ie=UTF8&t=m&vpsrc=6&oe=UTF8&msa=0&msid=2073664 88920603185286.0004b07bb7b95fb0f4d6c&dg=feature [Accessed 18 May. 2014]. 12) Henricks, S., Malkan, S. and Shils, J 2014, Campaign for Safe Cosmetics : Abercrombie & Fitch: Stop Spraying Toxic Fragrance!. [online] Safecosmetics.org. Available at: http://safecosmetics.org/article.php?id=739 [Accessed 14 May. 2014]. 13) Inboundlogistics.com 2011, Supply Chain Gain: Global Growth – Inbound Logistics. [online] Available at: http://www.inboundlogistics.com/cms/article/supply-chain-gain-global-growth/ [Accessed 18 May. 2014]. 14) Kim, T., Lee, J. and Cheong, J 2011, Firm Level Productivity and Survey Results for Korean Firms in Vietnam and Indonesia. KIEP Research Paper No. Policy Analysis-11-22, pp.16-180. 15) Lutz, A 2013, Reasons Why People Hate Abercrombie & Fitch. [online] Business Insider. Available at: http://www.businessinsider.com/abercrombie-and-fitch-worst-controversies-20138?op=1 [Accessed 18 May. 2014]. 16) Majid Al Futtaim Fashion 2014, Hollister to make its Middle East debut in 2013. 17) Marx, W. 2010, In Tokyo, Abercrombie Misses Its Mark. [online] BoF – The Business of Fashion. Available at: http://www.businessoffashion.com/2010/02/in-tokyo-abercrombie-misses-itsmark.html [Accessed 18 May. 2014]. 18) Nwpc.dole.gov.ph 2014, Official Website of National Wages and Productivity Commission. [online] Available at: http://www.nwpc.dole.gov.ph/pages/statistics/stat_comparative.html [Accessed 18 May. 2014]. 19) Overseas Research Department Japan External Trade Organization (JETRO) 2011, The 21th Comparative Survey of Investment-Related Costs in 31 Major Cities and Regions in Asia and Oceania. p.68. 20) Peng, M. and Meyer, K 2011, International Business. 1st ed. London: Cengage Learning, pp.7276, 363, 458-459. 21) Rugman, A. and Verbeke, A 2004, A perspective on regional and global strategies of multinational enterprises. Journal of International Business Studies, 35(1), pp.3–18. 22) The Ohio State University Fisher College of Business 2013, Abercrombie & Fitch Equity Research Report. pp.3 – 4. 23) Vahlne, J. and Johanson, J 2013, The Uppsala model on evolution of the multinational business enterprise – from internalization to coordination of networks. International Marketing Review, 30(3), pp.189 – 210. 24) Vettoretti, A. and Huyen, H 2013, Vietnam Set to Increase Minimum Wages from December 31, 2013. [online] Available at: http://www.vietnam-briefing.com/news/vietnam-set-to-increaseminimum-wages-from-december-31-2013.html/ [Accessed 18 May. 2014]. 25) Vis, J 2014, Making Progress, Driving Change. 26) Walker, J 2014, Abercrombie & Fitch: Sorry!. [online] The Huffington Post. Available at: http://www.huffingtonpost.com/2013/05/23/abercrombie-and-fitch-apology_n_3323668.html [Accessed 18 May. 2014]. Abercrombie and Fitch report. (2016, May 19).

Reconstruction Writing Assignment Example | Topics and Well Written Essays - 750 words

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Nursing Agency Assignment Example | Topics and Well Written Essays - 1000 words

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The Investor Life Cycle of ZipCar, Facebook, and Dunkin Doughnuts Coursework

The Investor Life Cycle of ZipCar, Facebook, and Dunkin Doughnuts - Coursework Example Zipcar, Facebook and Dunkin Doughnuts are companies operating in different industries, and therefore attract different investors in varying stages of the Investor Life Cycle. The four-stage investor life cycle includes the following: accumulation, consolidation, spending, and gifting. According to Hartung (2014), the growth of social networking giant on the back of increasing demand for social media would make the company’s stock idea for the individual who intends to accumulate. The basic notion behind this stage in the investor life cycle is that investors seek to aggressive growth for the future hence this is a fit beyond doubt. On the other hand, Krantz (2014) opines that Dunkin Doughnuts is a stable prospect for the future. Therefore its stocks fit perfectly within the second stage, as that stage typically asserts that an investor would be inclined to who perceive retirement planning as more vital, and hence, these stocks would fit perfectly into their bill. Zipcar’s continued dwindling fortunes in the market and recent mergers news would make its stock a perfect bill for an investor within the investor’s life cycle known as gifting (Savitz, 2013). In this phase, investors are more prone to have assets remaining at the end of their lives, but they focus more on estate planning. According to Burton (2013), calendar effects have emerged as a vital aspect of behavioral finance amongst present investors in the country. Calendar Effects implies that people analyze specific dates and periods in which stock prices to rise. This is absurd, but Wall Street research over the few years has validated this claim.  

Product study and evaluation Essay Example | Topics and Well Written Essays - 750 words

Product study and evaluation - Essay Example Apart from all, with featured computerized control module and louver construction the evaporative air conditioner offers high tech performance, compatibility and maximum durability (Mouritz 2013). Few setbacks in the design are due to reverse functioning (extracting outer heated air for internal cooling); however, the evaporative air conditioner brings maximum efficiency. With max optimum utilization, it requires regular servicing and maintenance. This adds to the cost of maintenance with minimum $100 every 6 month (Mouritz 2013). Conventionally the cooler pads of evaporative air conditioner are made up of excelsior-wood fibers, most popularly known as wool. The excelsior is used in cooling pads for the basic cooling purpose. Wood fibers absorbing the high temperature water and releasing medium cooled air allows the air to pass with synthetic and natural fibers situated inside the unit’s containment box. Apart from all, the basic unit is manufactured with stainless steel and this is to resist the high corrosive moisture (Braemar 2013). Evaporative air conditioner is manufactured and produced on the basis of sectional production. The parts are sub-produced- produced in sections and then brought to one place for final assembling. The main parts of assembly include hushdrive motor, fan, cooling pads, water distribution tray, covering body, and the computerized control module. Aligning the parts together the final evaporating air conditioner unit is there (Braemar 2013). With high tech design and features, the evaporative air conditioner offers maximum reliability. With quality of operation and high performance, evaporative air conditioners are becoming most popular in Australia and South Africa. The reason is that such cooling systems offer all what an end user require in such warmer areas (Mouritz 2013). One drawback of

Effect of inflation on wages Research Paper Example | Topics and Well Written Essays - 3000 words

Effect of inflation on wages - Research Paper Example Inflation denotes an unfavorable situation in the economy of a nation. On the other hand, wages refer to a form of remuneration offered to an employee by an employer of a particular company in exchange for services rendered. The paper will determine the fact whether inflation has a negative or positive effect on wages of employees in institutions of a particular country. Upon getting the findings, the paper will further analyze what is expected to be done to avert the effect on the inflation. In order to answer these critical questions, I will sample data from a few companies that will act as the representative samples of companies across the country. After the exercise of data collection, I will record it using favorable methods then analyze it scientifically in order to draw varied conclusions from it. By so doing, the research question will be answered. I have ensured that the methods used for data collection and recording are effective so that the findings drawn from the data are effective. I have used both quantitative and qualitative methods for the processes of data collection and recording. This will ensure that the data collected has no bias and is effective in answering the research question. To determine the rate of inflation, will need collection of values of inflation over time and the correlated change in the wages of employers that cut across companies in the country. The analysis of the collected data will; require scientific methods because issues to do with economies ought to be projected by professionals who are well versed with the research topic. This would require economic analysts in my research team. Choosing the methods for data collection is another important factor because some methods are more suited in collecting particular types of data as compared with others. Others are also more suited in recording some data types as compared to others. This disparity in the methods depends also on the nature of the respondents from which the da ta is collected from. Some may be willing to give data to a research team while some may be uncooperative in giving the data out. The research team is, therefore, required to develop a good rapport with the respondents so that they are able to collect optimal data for analysis. Another important thing in answering research questions is ensuring that the equipment for data collection are in a good order so that the research team is not frustrated in the fieldwork day for the actual process of data collection and analysis. To avoid any mishaps in data collection, all equipment should be investigated and checked days to the actual day of research. In discussing the research issue, I will first give a literature review of the research topic. I will then give a strategy for the hypothesis of the topic. The last section will illustrate the data methods used, their efficacy and the findings. I will then give a conclusion of the research topic. Literature Review Inflation is a noteworthy as pect of any nation’s economy. It is opposed to deflation which describes the downward spiral in the average prices of goods and services. It is, therefore, clear that the only difference in inflation and deflation is the aspect of price stability. There is also a strong link between inflation and money in any country. Because it is a rise in the general level of prices of goods and services, it implies it is extremely linked to money. By being intrinsically linked to money, inflation has an effect on the economy of a country. It affects many aspects of the economy and the nature of cash flow in a country. As a result of this, it is extremely important to study the effect of

Effective Management of Hypertension in African Americans Research Proposal

Effective Management of Hypertension in African Americans - Research Proposal Example For a long time, the high prevalence of hypertension (HTN) among the African Americans has not been fully examined through extensive research. Instead, conclusions have been made regarding the various treatment procedures. However, the incidences of associated complications have taken their toll on the patients and the treatment they get. A great deal of literature has emerged on the need for extensive research on ways of ensuring that each individual maintains good health, especially those with higher chances of getting cardiovascular ailments (Howard, Carson, Holmes, & Kaufman, 2009). Most of this research has been generalized with very few African Americans involved in the research case studies. The few that were integrated were used to generalize for the entire African American population. This was inconclusive in many ways since there are a number of attributes that were largely ignored. The efficacy of anti-hypertensive drugs in managing hypertension in African Americans is not well studied. The proposed intervention to effectively manage hypertension in African Americans is a combination therapy of thiazide diuretics and any other antihypertensive agent. Background Research on the African American communit

Narativo komposisyon Essay Example for Free

Narativo komposisyon Essay Republic of the Philippines Camarines Norte stages college Daet, Camarines Norte Daniel R. Baà ±aga BSOA III-a Specialized office procedure September 5, 2013 Medical records Managements Sub title: Medical records Management for an on-going illness or injury Introduction Medical records managements is the one that give an necessary information that help a person to locate things quickly within your medical records managements. It is the process that you need to follow in medical office managements by keeping some important documents. A good medical records managements system could mean the difference between life and death for some individuals. Managing records is the best to achieve the goal of certain office because if you apply it in your life it can help us to provide a proper system. Discussion A more sophisticated method of records keeping as recommend for an ongoing illness or injury. Unfortunately. The insurance industry is paper intensive so you will have plenty to work with. Hanging files, including box-bottom ones, are perfect for handling the paper volume you’re apt to have. Because your health situation will be an ongoing project, your goal is to be able to quickly find what you need it, especially when talking with doctors and or insurance claims specialists. Create a separate file foe the following categories: 1. Medical bills you receive from health provides abs, hospitals. 2. Insurance claims you file with the insurance company 3. Insurance claims that have been paid by your insurance company. 4. Medical bills you have paid. 5. All prescription drug information past and currents. 6. Receipts for out of pocket expenses. 7. Test results from medical provide. 8. Hospitals discharge order Conclusion Medical records are the documents that explain all about the history, clinical findings, diagnostic test results, pre and postoperative care, patient’s progress and medication. If written correctly notes will support the doctor about the correctness of treatment. Inspite of knowing the importance of proper records keeping in India, it is still in the initial stages. Medical records are the one of the most important aspect on which practically almost every medico-legal battle is won or lost. Reference Printed materials Own idea Google chrome Submitted to: Mr. Edwin Oro

English language needs for tour guides

English language needs for tour guides This chapter describes the methods of research and explains the methods used in the present study. This chapter is divided into five parts: objectives of the study and the research questions; description of the research types; data sampling and collection procedures; data analysis of the data collected; reliability, validity, and generalizability of the research methods and findings. For the purposes of this study, I will classify the English language skills and functions for tour guides into four main categories. The language skills and elements are composed of listening, speaking, reading and writing. Translation, and vocabulary in tourism including grammar and some useful English expressions will be discussed and included into those four main categories. Objectives of the Study and Research Questions This study aims to investigate present English language needs and benefits of learning English for Vietnamese tour guides. This studies’ data also hopes to reveal some of the problems foreign tourists face when dealing with Vietnamese tour guides, and the language skills and functions that are useful for tour guides to help overcome them. This research tries to answer two of the four main research questions: 2.What are the English language needs required for Vietnamese tour guides? 3.What are the benefits for English speaking Vietnamese tour guides, when compared to those with only their native language? The design of research methods for the present study was based on the most effective and efficient way to answer these two research questions. Research Types Overview of Research Types and Their Characteristics There two main types of research: qualitative research and quantative research. Qualitative research is a research type that is concerned with the study of what goes on in natural settings. The process of this research deals with an inquiry and understanding based on distinct methodologies within the tradition of inquiry that explores a social or human problem. The researcher is the main instrument of data collection to build a complex and holistic picture, to collect words and to analyze this information inductively, and to report detailed views of informants. In designing a study, one works with philosophical assumptions, possible frameworks, problems, and questions; and data collection through techniques such as interviews, observation, documents, and audio-visual materials (Cresswell, 1998). Some examples of qualitative research are: biography, which is a study on a single individual when material is available and accessible; phenomenology, which examines a phenomenon and the meaning it holds for individuals; a grounded theory, which is a study to generate o r develop a theory; an ethnography, which studies the behavior of a culture-sharing group; and a case study, which examines a case bound in time and place and looks for contextual material about the setting of the case. To sum up, it can be seen that qualitative research and quantitative research differ in terms of their key concepts, goals, approaches to design, and the types of problems that researchers have. Therefore, the selection of which research approach is appropriate in a given study depends on the problem of interest, available resources, the skills and training of the researcher, and the audience for the research (ibid). Quantitative research is a type of research that is concerned with an inquiry into an identified problem, based on testing a theory composed of variables, measuring with numbers, and analyzing data using statistical techniques. Reichardt and Cook 1979 cited in Nunan, 1992 suggest that quantitative research is â€Å"obtrusive, controlled, generalizable, outcome oriented, and assumes the existence of ‘facts’ which are somehow external to and independent of the observer or researcher†. The main characteristics of quantitative research are the following beliefs: reality is something that can be studied objectively; the researcher should remain distant and independent from what is being researched; research is value-free and is based primarily on deductive forms of logic and theories; hypotheses are tested in a cause-effect order; and the research goals are to develop generalizations that contribute to theory and to enable the researcher to predict, explain, and unders tand some phenomena Bogdan and Bilken (1982 cited in Maurice et al, 1987). There are considered to be three general types of quantitative methods: 1. Experiments, which are characterized by random assignment of subjects to experimental conditions and the use of experimental controls; 2.Quasi-experiments, by which studies share almost all the features of experimental designs except that they involve non-randomized assignment of subjects to experimental conditions; and 3. Surveys, which include cross-sectional and longitudinal studies using questionnaires or interviews for data collection with the intent of estimating the characteristics of a large population based on a smaller sample from that population (Maurice et al, 1987). Research may sometimes incorporate both quantitative and qualitative methodologies as will this study in order to get the reliability and trustworthiness of the research from results obtained from the questionnaire and the interviews carried out. Type of research in this study This study employed a qualitative approach utilizing some quantitative techniques in a needs analysis for the study of tour guides in Vietnam. The main method of the study was a survey conducted to explore the use of English of tour guides in Vietnam in order to analyze the present needs of using the target language in their workplace. The participants of the study were selected on a basis of convenience and availability. A questionnaire, with of a rating scale, was used for data collection. The data was then analyzed based on simple statistics, looking for averages and simple groupings to identify the needs and problems in order to find answers to the research questions. Sampling procedures in the present study The participants in this study were tour guides who work in the areas of Central, North and South Vietnam including 50 from areas in and surrounding Hue, Da Nang and Hoi An, 25 from the HCM City and surrounding area and 25 from the Hanoi region. The details of the travel agencies were found from the internet websites and from local knowledge. The method to assess the English language needs and problems of Vietnamese tour guides was a questionnaire. Several methods were used to make the questionnaire in order to maintain its reliability and validity. The benefits for the tour guides and the tourism industry were assessed from the interviews conducted. The interviews conducted were mostly limited to the local area with 20 participants from Hue, Da Nang and Hoi An although there were 5 interviews done in HCM City. The Construction of the questionnaire To create the questionnaire used in this study, I reviewed a number of research studies relating to the needs analysis and English for Specific Purposes (ESP discussed in the literature review Chapter 2), and then I reviewed some examples of questionnaires from similar research to find their outlines. Moreover, a wide range of textbooks about English for tourism were studied to find relevant information to use as content in the questionnaire. The first draft of the questionnaire was written in English and created with the objectives of the study and the research questions. The questionnaire was used in this study to obtain information from the tour guides in Vietnam. The questionnaire, given to the tour guides, had five main parts: General information; general opinions; needs of the English language for tour guides; Problems/difficulties faced with English language; and opinions about the benefits of learning English for Vietnamese tour guides. 1.General Information The general information was made up of three sections. The first asked the participants some personal information about their age, gender, education, and the amount of time they had worked as a tour guide. The second section asked about the importance of English, the amount of English they needed to use when they guide international tourists and who they use English language with in their daily tasks. The last part was about their English proficiency. The participants were also asked to rank language skills and elements that they used regularly, and problems with English language they had most. The language skills and elements in this questionnaire were composed of listening, speaking, reading and writing. Translation, and vocabulary in tourism including grammar and some useful English expressions will be discussed and included into those four main categories. 2.General Opinions The second part consisted of two items. Item 1 asked the participants to indicate their feelings about the necessity of English language elements. They were to rank the elements on a scale of 1 to 5 in their opinions: 5=Essential 4=Very necessary 3=Necessary 2=Fairly necessary 1=Unnecessary. Item 2 was about the difficulty of English language elements. The participants were asked to rate their difficulties of English skills again using a rating of 1 to 5. 5=Very difficult 4=Difficult 3=Fairly difficult 2=Not very difficult 1=Not difficult 3.Needs of the English Language for Tour Guides The third part was about the needs of tour guides for the use of English skills or elements in the job. The questions covered information with various English language functions for tour guides. The questions were divided into four main domains of language skills: listening, speaking, reading and writing. Questions about translation, pronunciation, vocabulary in tourism, grammar and expressions were also included. Within each skill, the questions were divided into sub items asking about various roles and the functions for the tour guides. The participants had to rate those answers on a 1 to 5 scale as follows: 5 = Most 4 = A lot 3 = Moderate 2 = A little 1 = Least 4.Problems and Difficulties Faced with English Language For this part the questionnaire was again used, as it was in part three, to discover and confirm problems and difficulties encountered by the tour guides in the daily activities. These questions aimed to point out common issues resulting from miscommunication or lack of understanding when using the English language. Again the participants had to rate those answers on a 1 to 5 scale as follows: 5 = Most 4 = A lot 3 = Moderate 2 = A little 1 = Least 5. The benefits of learning English for Vietnamese tour guides The questionnaire ended with an opened item, allowing the participants to fill in either their comments or suggestions. Some expected benefits were suggested and offered as choices to agree or disagree with. The participants were also asked to rank those benefits in order of importance to them personally and professionally. This was followed up, where possible, with interviews requesting further clarification of their suggested benefits and those that were suggested to them in the questionnaire. Putting ticks in boxes and crossing numbers were ways of answering all the parts of the questionnaire. There were yes/no answers, multiple choice questions and ranked questions. The questionnaire used in the present study was written in English and then translated into Vietnamese to avoid any ambiguity, misinterpretation or problems for the participants. Pilot Study A pilot study was conducted to test the effectiveness of the questionnaire and to identify and eliminate ambiguity in the questions before it was used in the main study. Five people in different areas of the tourism and hospitality industry from the local area in Hue City were the participants in the pilot study, carried out at the beginning of March 2015. Just over one week was allocated for the collection and review of the pilot questionnaire, but due to conflicting schedules it took just over two weeks to get the results. The return rate and the completed questionnaires was 100%. In the pilot questionnaire, an item of ‘others and please specify’ was included at the end of every section, where participants could propose any additional questions or English language expressions and functions they thought should have been asked (see Appendix 2). To administer the questionnaire, the researcher firstly handed out the covering letter to the manager of the chosen people where needed to ask for their permission. The cover letter consisted of an introduction of the research study and the university, the aim of the study, the importance of the study, general instructions and words of thanks to the participants and their management. Then, the questionnaires they could complete were given to the participants. This was then followed by arranging a time and date that the questionnaires could be collected and interviews with the participants could be given. The participants in the pilot study were 4 male participants and 1 female participant. The results of the survey showed that the participants were concerned about the importance of English in their tour guide occupations. They all suggested that speaking was the most important skill they needed in their jobs, followed closely by listening. Writing, reading, vocabulary in tourism, translation, grammar and expressions were the least important. However, concerning their difficulties of using English elements in their jobs, the majority of the participants found listening caused the most issues, followed by speaking (including pronunciation errors). Translation, writing, grammar, language expressions and reading were all considered to have fewer problems for them. Vocabulary for Vietnamese tour guides was generally found to be the least problematic and the easiest to overcome. Main Study After the questionnaire was revised and created based on suggestions and improvements to the pilot study, it was given to, or sent to, the participants selected for the main study: 100 tour guides from different companies and individuals during the first week of April 2015. They were then returned over the following weeks with the last of them received in late April 2015. Similar steps to the pilot study were taken for the collection of data. Firstly a covering letter was submitted, introducing the study, with reference to the Hue University College of Foreign Languages, to the managers and/or owners of the tour companies to get permission. The return rate within this time was 60% and any that were returned later then than April 2015 were left out of the study; only 50% of these were completed correctly and used for the data analysis. Data Analysis The analysis of data in the present study The questionnaires were checked and analyzed using basic statistics. The procedures in the present study looked for specific repeated trends and used, percentages (%), averages (X), and standard deviation (S.D.). The data was analyzed using the following statistical procedures. First, the percentages were used in the analysis of answers, concerning the general background of participants (Part I). Second, a five-point scale was used to score the levels of necessity, difficulty, needs and problems of English language for tour guides in Vietnam (Part II, III, and IV). Third, the information about the central tendency of the scores and Standard Deviation (S.D.) showing a measurement of the dispersion, giving information on the extent to which a set of scores varies in relation to the average score. Averages were used to calculate the level of necessity, difficulty, needs and problems of English language skills for tour guides in Vietnam. Fourth, scores were weighted to rank the needs and problems of English language elements for tour guides in Vietnam. A specific weight, as illustrated below, was assigned for each specific rank: RankWeighted Scores 18 27 36 45 54 63 72 81 Finally, the reliability of the responses for those items, which used a five-point scale was tested. Reliability, Validity, and Generalizability. Definitions of Reliability, Validity, and Generalizability Reliability is the extent to which an independent researcher, on analyzing one’s data, would reach the same conclusions and, a replication of one’s study would yield similar results. There are two types of reliability: internal reliability, which refers to the consistency of the results obtained from a piece of research; and external reliability, which refers to the extent to which independent researchers can reproduce a study and obtain results similar to those obtained in the original study (Nunan, 1992). Validity is the ability of an instrument to measure what it is designed to measure. Researchers and experts in the field are persons who decide that an instrument is observing what it is set out to observe. Two approaches of establishing the validity of a research instrument are logic and statistical evidence. There are three types of validity: face and content validity (the judgment based upon the logical link between the questions and the objectives of the study); concurrent and predictive validity (the judgment based on the degree to which an instrument can forecast an outcome and how well an instrument compares with a second assessment done concurrently); and construct validity (the judgment based upon statistical procedures) (Kumar, 1996). Generalizability is the way of drawing logical conclusion, or making an inference from certain results which explains some important implications of the results or is related to the research questions. Reliability, Validity, and Generalizability in the Present Study Reliability To check the reliability of the questionnaire, I used an internal reliability check for consistency of the results obtained from the study. The questionnaire used in the pilot study was considered to be more than satisfactory for the purpose of this study. Validity To ensure the validity of the questionnaire, the first draft of the questionnaire was constructed and revised based on recommendations from the participants and other people in the field. In the present study, the researcher used face to face interviews about the questionnaire to determine opinions on the validity. I then constructed the questions in the questionnaire based on the objectives of the study and the research question being asked. By checking the validity, each question or item on the scales and the questionnaire content must have a logical link with the objectives. The judgment that the questionnaire and interviews was measuring what it was supposed to, was based upon the relevant inferences the findings had to the study. Moreover, the validity of the questions was also checked by the participants in the pilot study. Generalizability This study used a mostly quantitative approach with three established needs including sampling, reliability and validity checking. Therefore, the results obtained could be generalized to the target population, the tour guides in Vietnam. This chapter has dealt with the research methodology and the design of the present study. The objectives of the study and research questions; research types; data sampling and collection procedures; data analysis of the data collected; reliability, validity, and generalizability of the research methods and findings were also discussed. The results of the present study will be presented in the following chapter.