motivation of the employee

motivation of the employee Chapter Two- Literature Review 2.1 Introduction At one time, employees were considered just another input into the production of goods and services. What perhaps changed this way of thinking about employees was the research, referred to as the Hawthorne studies, conducted by Elton Mayo from 1924 to 1932 (Dickson, 1973).This study found out that employees are not motivated solely by money but also their behaviour is linked to their attitudes (Dickson, 1973).The Hawthorne studies begun the human relations approach to management, whereby the needs and motivation of employees become the primary focus of managers (Bedein, 1993). Understanding employee motivation and its relationship with corporate culture and gender is the focus of this research. This chapter is divided into seven sections; section 2.1 introduces the main subjects of this dissertation and is followed by section 2.2 which discusses employee motivation in small medium companies. The next section which is section 2.3 looks at motivation and the various theories developed by researchers, then section 2.4 considers the role of the manager when it comes to employee motivation. The last two sections; section 2.5 examines corporate culture with section 2.6 on gender and how it is perceived. Finally a summary of the whole chapter is presented in section 2.7. This section will review the most relevant studies on employee motivation and in small medium companies. 2.2 Employee Motivation in Small Medium Companies Organizational scientists and practitioners have long been interested in employee motivation and commitment. This interest derives from the belief and evidence that there are benefits to having a motivated and committed workforce. The Hawthorne Studies A major revision of ‘needs theory came from the work undertaken in the United State of America in the 1920s and 1930s of the Hawthorne Works of the Western Electric Company. This gave rise to a new school of management thinking, which suggested that employees have social needs which are as important as economic needs; these studies concluded that social relationships were significant in the satisfaction of the human need for social contact. The major contribution of this work in understanding employee motivation at work has been to focus attention on the design of jobs and tasks in an effort to make them attractive (Mullins, 2007). Employee motivation could be seen as the internal strength that drives employee performance. This strength enables employees to carry out their duties as expected of them having a particular aim in mind. And in most cases, where this strength is lacking, employees sometimes perform poorly. However, certain factors like job features, individual variation and organisational practices may influence employee motivation to work. It depends on good system that reward effectively, because it is critical as a motivated employee will achieve a great deal (Clark, 2009). According to McConnell (2002) companies have to consider the following steps in order to keep their employees in the organisation: ïÆ'Ëœ The employees perception of the work environment directly relates to the job performance. ïÆ'Ëœ What employees think of their jobs and their employer when the environment is positive ïÆ'Ëœ Improvement of the environment generally improves employee performance. McMackin (2006) states that large corporations have more money, name recognition and benefits to attract the best employees in comparison with small medium companies. Regardless of the positive aspects of larger corporations, many employees leave in order to work for small businesses, since they are able to have faster career advancement. According to Gaebler Ventures (2006) research show ten different motivational factors that are important for increasing motivation both for managers as well as employees; they include promotion potential, interesting work, personal loyalty, tactful discipline, appreciation for work done, good working conditions, help with personal problems, high wages, feeling of being in on things and job security. Gerson (2003) on the other hand states that employees in small organisations may leave for better salaries and benefits. The decision to leave can be affected by feelings of unappreciation, work condition, cultural conflicts, lack of convenience, lack of advancement and lack of support. According to Moses (2005) the basis for employee motivation is divided into two categories; anticipation of reward for work well done, and fear of discipline for mistakes or works done poorly. Motivation techniques at most companies falls into one of these two categories. The ideal for a small-business owner is to motivate employees in a positive way, since employees develop loyalty and personal commitment when they are encouraged to perform well in order to advance and receive recognition and financial benefits. The most negative aspect of this method is the fact that the less hard working employees will be fired or downgraded. The method also lacks teamwork, includes employee backbiting and has no long-term motivation. Wiley (1997) states that the relationship between people and work have fascinated scientists for many years, both psychologists and behavioural scientist, but in both field concepts such as need, motive, goal, incentive and attitude occur more frequently rather than concepts of aptitude, ability and skill. Scientist investigates how personal, task and environmental characteristics influence behaviour and job performance concerning motivation. Motivation does not remain the same over the years, it changes due to personal, social and other factors and it also affects the behaviour of a person rather than end performance. In order to create an environment that fosters employee motivation it is important to explore the attitudes that employees have towards factors that motivate them. When a company know what motivates its employees they are better prepared to stimulate them to perform well. In order to know what motivates employees, organisations must have regular communication and ask employees what sparks and sustains their desire to work (Herzberg, 2003). Most managers assume that their employees have the same motivational drivers as them, but managers must abandon this assumption and focus on the recognition of individual drivers. Findings from a forty year survey demonstrate that employees are motivated by receiving feedback and recognition and those individuals at different levels of the organisation might have different motivational values (Wiley, 1997). Managers have to understand what motivate their employees in order to receive high performance at the organisation. 2.3 Motivation Motivation is the creation of stimuli, incentives, and working environments which enable people to perform to the best of their ability in pursuit of organisational success. It is commonly viewed as the magic drives that enable managers to get others to achieve their targets. Since the dawn of the twentieth century, there has been a shift at least in theory. Many management theorists have provided insights into motivation (Strickler, 2006). Abraham Maslows hierarchy of needs provides insights into personal behaviour patterns. Other influential research has been conducted by Frederick Herzberg, who looked at job satisfaction, Douglas McGregors X and Y theory, which suggest management styles that motivate and de-motivate employees etc. Underpinning Herzbergs theory was his attempt to bring more humanity and caring into the workplace. His theory was to explain how to manage people properly, and to motivate them for the good of all people at work. Many contemporary authors have come up with several definitions for the concept of motivation. Motivation has been defined as the psychological process that gives behaviour purpose and direction (Kreitner, 1995), an internal drives to satisfy an unfulfilled need (Higgins, 1994), and the will to achieve (Bedeian, 1993).For this dissertation, motivation is defined as the inner force that derive individual to accomplish personal and organisational goals (Mullins, 2007). Motivation can have an effect on the output of any company or organisation. Organisations and companies relies heavily on the efficiency of it production staff to make sure that products are manufactured in numbers that meet demand of customers. If these employees lack the motivation to produce and perform to the best of their ability and meet the demand of customers, then an organisation may face a problem which may lead to serious consequences. 2.3.1 Internal and External Motivation Motivation according to Kehr (2004) can be either internal or external, it can be viewed as push or pull determinants. Implicit motives are factors intrinsic to the activity and explicit motives arise from factors extrinsic to the activity. Intrinsic motivation is the key motivation component of employee empowerment and individuals are responsible for achieving their own career success. It is based on positively valued experiences that a person receives directly from their work tasks such as meaningfulness, competence, choice and progress. Bymes (2006) explain that external motivators depend on outside factors to push the individual to complete a task. Kehr (2004) adds that explicit motives are influenced by social demands and normative pressures. Extrinsic rewards are based on reward and punishments controlled by the organisation. Like Bymes (2006) individuals with external motivators are motivated by salary or wage packets. Internal on the other hand is associated with employees who want to be employed in a particular position by a firm whose organisational values and work requirements are closely linked with the individuals personal values and skills. Implicit and explicit motives relate to different aspects of the person, but both are important determinants of behaviour. According to Basset-Jones Lloyd (2005) motivators associated with intrinsic drivers outweigh motives linked to financial and inducement and observing others benefiting from recognition and extrinsic rewards. Like Locke Latham (2004) internal factors that drive motivation and external factors that act as inducements to action is the concept of motivation. Motivation can affect three aspects of work; direction, intensity and duration. Peoples skill, abilities and how and to what extent they utilise them are affected by motivation. According to Katz (2005) intrinsic factors are the main reason for a persons true commitment and motivation. Extrinsic factors like salary and working conditions are also important, but do not give the commitment and excitement that the employee needs. How a person views the assignment and how tasks, information, rewards and decision-making processes are organised are strongly linked to the personal activities. People become more motivated when they identify themselves within a group and contribute to performance as a group (Van Knippenberg, 2000).This relies on the work performed by Locke and the goal setting theory he developed. This goal is team performance and the individual feeling part of the group. The focus of Locke was on the goal but in order to reach the goal one must associate oneself with the group and task. Glen (2006) contend that the most important factor to rely on is feedback since it can help an employee improve his or her performance ; communication is also vital in the world today and can be beneficial to both the manager and employee . 2.3.2 Motivation Theories The traditional form of motivation stated that people could be driven by fear and therefore managers had to be tough. This approach made the employees do the bare minimum and only work while their manager was watching. Research on motivation and it impact on individuals and employees has been undertaken from the mid-twentieth century. Prominent among such researchers include; Maslow1954, Herzberg 1959, Adams 1962, Vroom 1964, Alderfer 1972, Locke 1981 and others. There is intense competition as a result of technological advancement, demographic changes, globalisation, which puts more pressure on organisations to deliver products and services with continuous improvement. The theories on motivation identify individual needs, their expectation and reaction to both internal as well as to the external environment. The various motivation theories are discussed below. Maslows Hierarchy of Needs A ground-breaking theory on the subject of motivation and needs of the human being was advanced by Abraham Maslow in 1954.He stated that there are some fundamental needs for the human being that can be arranged in a hierarchic way. He argued that individuals and for the purpose of this study, employees are motivated to satisfy a number of diverse needs. According to Maslow until the most vital needs are fulfilled, other needs have little effect on the employees behaviour. Once a need is satisfied, and therefore less essential, other needs emerge and become motivators of their behaviour (Porter et al, 2003). At the base of the hierarchy is the physiological needs; food, clothes etc.These are considered primary needs as employees concentrate on satisfying these needs before the others. Physiological needs according to Maslow are undeniably the most pressing of all needs. Once this need is fulfilled, the next level surfaces with the employee becoming anxious with the need for safety and security both at home and at the workplace. Likewise, once the safety need too is satisfied, the employee strives for a sense of membership or an affiliation and a feeling of approval by others. Once the employee finds his/her place in a group or team, the need and longing to be held in esteem, recognised and respect crops up. Maslow asserts that with all these needs satisfied, employees are then motivated by the desire to ‘self-actualise and accomplish whatever they identify as their utmost potential. (Ramlall, 2004) Herzbergs Two-Factor theory According to Herzberg an individuals relation and attitude towards work can determine success or failure. While Maslow looked at individual needs, Herzberg tried to find out how employees felt about their work and what really motivates them. In 1959 he created his two-factor theory by looking at the causes of job satisfaction and dissatisfaction in an effort to fully know what motivate people. He divided the needs into two categories; hygiene factors which relate to the needs that involve the framework of the task they performed and if these needs are not fulfilled there will be dissatisfaction on the part of employees. In essence if you want to motivate employees, concern should be given to the work itself (Ramlall, 2004). Herzbergs hygiene factors can be linked to Maslows hierarchy of needs and primarily the vital needs at the base of the hierarchy. The hygiene needs accommodate the need that arises from the physiological, safety and social or belongingness needs that do not make the employees satisfied in their job, but simply avoid dissatisfaction if fulfilled. In contrast motivator factors are those that allow for psychological growth and progress on the job. They are very much connected to the idea of self-actualisation regarding a challenge, to savour the satisfaction of achievement, and to be acknowledged as having done something meaningful (Basset- Jones and Lloyd, 2005). Herzberg further stated that certain characteristics are related to job satisfaction and others to job dissatisfaction. Intrinsic factors, such as achievement, advancement, recognition, responsibility are related to job satisfaction. Job dissatisfaction is a result of extrinsic factors; company policies, supervision, working condition etc. He assert that a job do not get satisfying by removing dissatisfying factors and therefore dissatisfaction is not the opposite of job satisfaction. In order to understand the employees motivation to work the attitudes of the particular employee has to be known (Herzberg, 2003). To Bassett-Jones Lloyd (2005) Herzberg was interested in the extremes where workers either felt good about work or bad, and this led to the development of extrinsic and intrinsic factors. The extrinsic factors are called hygiene or maintenance factors and are linked to job dissatisfaction. Intrinsic factors on the other hand lead to job satisfaction. The factors were labelled motivators to growth because they were associated with high level of job satisfaction. The two factors are of equal importance when explaining what motivates an employee. They explain Herzbergs suggestion of motivation as similar to ‘internal self-charging battery. For employees to become motivated the energy has to come from within. Herzberg however argues that motivation is based on growth needs; and is founded upon satisfaction born out of a sense of achievement, recognition for achievement, responsibility and personal growth. A review of Maslows and Herzbergs theory lead to further research and theories the first of which was developed in 1962 by Stacy Adams. Equity Theory This theory developed by Stacey Adams in 1962 suggests that since there is no absolute standard for fairness, and employees want to be treated fairly, they are likely to assess fairness by making comparison with others in similar situations. If they find out that they are not treated similarly they may lower their output, their quality of work or even leave the organisation for another where they are likely to be treated better. In essence it is not the real reward that motivate, but the perception of the reward in comparisons with others (Boxall and Purcell, 2007. While a simple theory, this theory according to Latham cannot cover every incident as some employees are far more receptive to perceptions of unfairness than others. It is therefore very important for managers to be conscious of what their employees perceive to be fair and just and also know that this will differ from one employee to the other (Latham, 2007). Vrooms Expectancy Theory Whereas Maslow and Herzberg looked at the connection between needs and the ensuing effort expanded to fulfil them, Vroom concentrated on effort, performance and outcomes. The fundamental concepts key to expectancy theory is that the anticipation of what will happen influences the employees choice of behaviour that is, expectations and valence. Vroom interpreted motivation as a process in which employees choose from a set of alternatives based upon the likely levels of expectation, and called the individuals perception of this instrumentality. Valence in his theory is the assessment of actual outcome of ones performance and together with instrumentality is very central in the expectancy theory (Ramlall, 2004; Mullins 2007). From this theorys viewpoint, an employee assigns a worth to an expectation, considers how much effort will be required, and works out the likelihood of success. If the perceived reward is sufficient for the effort required, the employee may make the effort. Expectancy in this theory is the prospect that they can carry out their duty in a way that leads to an optimistic result. For the employee the amount of effort he/she is eager to put in any performance of task is influenced by the expectation of the outcome of the effort (Mullins, 2007). If the employee works hard then he/she can expect a good work result hence a higher reward. High instrumentality for the employee comes from the notion that if he/she shows off good work result there will be adequate reward. Low instrumentality would then be that the employee feels that the result of the reward will not be independent on the particular work result. Vrooms VIE model is illustrated below. Writing in People Management Magazine, Lees (2008) believes that Vrooms theory give an insight into the research of employee motivation by shedding more lights on how individual goals sway individual performance. Vrooms expectancy theory has been criticised for attempting to envisage a choice or effort. However because no obvious pattern of the meaning of effort exist, the variable cannot be measured effectively. According to Latham (2007), the employee is assumed to deliberately weigh up the satisfaction or pain that he/she expects to attain or avoid and then a selection is made. The theory says nothing about intuitive motivation, something that Locke considered when he expanded Vrooms theory. Alderfers ERG Theory Unlike Maslows theory that refers to an individual who acts increasingly for his/her need satisfaction first, with the simplest one up to the most complex ones, Clayton Alderfers theory (1972) which extended Maslows theory asserts that this course of action is not essentially progressive. According to him, there are three significant categories of human needs: Existence (E) needs which ensures the sustainability and human endurance; food, Salary, shelter etc Relational needs (R) that is socialising need that refers to the relationship between an individual and the social setting and is satisfied by interpersonal relations. Fulfilling these needs depends on the association with others. Growth (G) needs which consists of a persons self respect through personal feature as well as the concept of self-actualisation present in Maslows hierarchy of needs.Alderfer believed that as you begin satisfying superior needs, they become powerful like the power you get, the more you want (Mullins 2007) . Although not fully tested, Ramlall (2004) and Strickler (2006) contend that the ERG theory seems to describe the dynamics of individual needs in an organisation rationally well and can help managers when it comes to motivating employees. To them it provides a less rigid account of employees needs than Maslows hierarchy. By and large, it comes closest to explaining why employees have certain needs at diverse times. Goal Setting Theory Edwin Locke extended Vrooms theory by developing his goal setting theory which takes into consideration the conscious motives that exist when organisations set goals to be met. According to Robbins (2003) Lockes goal setting theory states that specific and difficult goals lead to higher performance with the help of feedback. In addition to feedback, goal commitment, and adequate self -efficacy, task characteristics and national culture have been found to influence the goal performance relationship. Motivation comes from the goal an individual set up based on human needs, personal values, personality traits etc which are shaped through socialization and experience. The behaviour used to accomplish the goal depends on whether the goal is difficult or specific. The amount of effort an individual puts in reflects the level of satisfaction experienced which can lead to other actions (Porter et al, 2003). In order to reach the goals some conditions has to be present; such as feedback, goal commitment, ability etc. According to him, a goal is required in order to create motivation within the employees to perform better than before. He indicates that financial rewards can improve the sustainability of a persons dedication as well as behaviour. .Goal setting and management by objectives programs have grown in the past two decades and motivation has been organised in three categories; personality based view, cognitive decision and self regulation perspectives. The basic idea of Lockes goal setting theory is that employees goals are related to their motivation since their goals direct their thoughts and action. The cognitive decision predicts an individuals choices or decisions and finally the personality-based perspective emphasize personal characteristics as they affect goal choice and striving (Locke and Latham, 2004). The personality-based category does not predict motivation, but it can provide understanding of what motivates individuals. The above theories are part of the broad field of human motivation study and they all have implications for individuals different workplace behaviour. They can also be applied to a variety of management practices aimed at motivating employees. However these researches were carried out in Western Europe and in America decades ago. Can the findings of this research be applied in Ghana which is in a different setting? Will similar research in Ghana yield the same result? T o better understand employee motivation, it is important to know the role of managers who are facilitators of employee motivation. 2.4 Motivating Employees: The Role of the Manager Leadership literature states that motivation is influenced by the nature of the relationship between the leader and employees. Managers according Bymes (2006) needs to hire the right person that is most suitable for a certain job, value its employees and support them in making contributions to the organisations and always try to create a motivated workforce. Motivated employees do not only create a good working environment, they also make noteworthy contributions to the organisations. Good managers make their employees fell like business partners and use empowerment in order to make the workplace and the surrounding environment into a place where employees feel good as well as creating a work wherefrom employees feel good inside (Bassett-Jones Lloyd,2005). Motivation therefore is about cultivating your human capital. The human challenges lies not in the work itself, but in you, the person who creates and manage the work environment. As indicated by Garg Rastogi (2006) in todays competitive environment feedback is essential for organizations to give and receive from employees and the more knowledge the employee learn, the more he or she will be motivated to perform and meet the global challenges of the market place. By involving the employee at work and providing challenging tasks it might increase the intrinsic motivation which transforms potential into creative ideas and this will factor fair and constructive judgement of ideas and sharing of informations.Leaders have an important part in the organisation because they act as the force that motivates the performance of the employees (Katz,2005). Leaders are there to motivate people to follow the designed work and by doing so enhance performance. Although employees look to different elements of their organisation to satisfy different drivers, they expect their managers to do their best to address their needs and concerns. Organisations has to recognize the resources, both human and technological that are available within the organisation and conduct training programs that will contribute to the productivity and the levels of motivation at individual or group levels. Motivating employees begins that to do their best work, people must be in an environment that meet their most basic emotional drives to bond and understand. The drive to bond is best met by a culture that promotes collaboration and openness (Nohira et al, 2008). Motivating employees is vital if employers are to achieve maximum performance and productivity. Contemporary theories on motivation centres more specifically on the relation of beliefs, values, goals with action. Motivation in contrast functions as an engine for inner human growth by providing attractive and demanding task. Motivation theories developed in the western world with their orientation on self-satisfaction and instrumentalism have mainly emphasized on rewarding those individuals who succeed. These theories did not take into consideration the terrain in Africa and also individuals who are highly motivated but incapable of accomplishing. This has produced in some part of Africa and also in Ghana situations where managers are not able to answer the needs of every employee. Studies indicate that employees in the western world draw their motivation from self satisfaction but the same cannot be said of their counterparts in Africa and most especially in Ghana. What do they derive their motivation from? Does the companys corporate culture have any bearing on how they are motivated? Is there a relationship between the companys corporate culture and motivation? The next section will look at motivation and corporate culture. 2.5 Motivation and Corporate culture Corporate culture draws its roots from various sources. This include national and regional cultures, (Hofstede, 1991) the vision and management style (Schein, 1985) and the nature of the business and the environment it operates in and the organisational field where it operates (Gordon, 1991). For this study the relevant cultural roots comes from Ghana. Individuals, especially qualified ones, have more choices with regards to potential jobs offers. How companies motivate place a vital role in attracting employee and competing well todays competitive market. To create a culture that fosters individual motivation is not easy because it takes time to figure out the factors that motivate each employee. It is even more important nowadays as more individuals draw their interest from other things beside money. To understand the importance of corporate culture in this dissertation it is important to first define what culture is. Schein (2004) defines culture as consisting of rules, procedures and processes that govern how things are done, as well as the philosophy that guides the attitudes of senior management towards staff and customers. Referring in his work to the people of a nation Hofstede also defines culture as ‘the collective programming of the mind which distinguishes one group or category of people from another. This endorses the issue that corporate culture is a unique aspect of an organisation, even though it is difficult to manage. According to Schein an organisations culture develops to help cope with its environment. He characterizes culture as consisting of three levels: ïÆ'Ëœ Artefacts which are the most observable level of culture yet are hard to understand. ïÆ'Ëœ Espoused Values; which underlie and to a large extent determine behaviour, but they are not directly observable as behaviours are. There may be a difference between stated and operating values. People will attribute their behaviour to stated value. ïÆ'Ëœ Basic assumptions and Values: the core or essence of culture is represented by the basic underlying assumptions and values, which are difficult to discern because they exist at a largely unconscious level. Yet they provide the key to understand why things happen the way they do. 2.5.1 National culture National culture milieu influences the outlook of an organisations stakeholders. Hofstede proved this with work on IMB employees in 43 countries and how attitude to work and behaviour of employees towards authority differ from one location to the other. In his study he identified five dimensions of culture and demonstrated that there are national and regional cultural groupings that affect the behaviour and activities of organisations. The first dimension is power distance and refers to the degree to which people accept inequality amongst institutions and organisations. The second dimension, uncertainty avoidance measures the degree to which people are willing to accept change and work in uncertain circumstances. Therefore the higher the degree of uncertainty avoidance the more structured people likes things to be (Steers et al, 1993). Individualism which is the third dimension refers to the degree to which people see themselves as being part of a group or as individuals. His fourth culture dimension, masculinity versus femininity refers to the conventional values placed on male such as assertive

The communist ideology

The communist ideology The main events of the latter half of the 20th Century remain a topic of intense debate with the reasoning behind these events still a source of speculation. This essay will examine the key events in Soviet Foreign policy through the four leaders of the period between 1945-1991; Stalin, Khrushchev, Brezhnev and Gorbachev and will be contrasted against the teachings of Communist ideology in an effort to determine whether ideology had greater influence in the foreign policy decisions made by said leaders or if state interests played a more significant role. Marxism-Leninism was the ideology of the Soviet Union. Thus, Marxist-Leninist ideas influenced foreign policy. For a Marxist-Leninist, the world is divided into classes rather than individual states and in strict Communist doctrine, the key objective of foreign policy was the ultimate achievement of world revolution by the proletariat. As a result, Marxist-Leninism has no theory of international relations. It was well expressed by Trotsky[1] when he was appointed Peoples Commissar for Foreign Affairs in 1917, I will issue a few revolutionary proclamations to the peoples of the world and then shut up shop. Revolution would displace the state system and end the need for diplomacy. On the other hand, failure of a world-wide revolution to take place meant that the sate interests of the USSR quickly acquired great importance for Soviet foreign policy-makers. The Soviet Union increasingly turned to building a Communist society at home, believing that strengthening Communism within the USSR was the way to ensure a Communist society outside of its borders: Socialism in One Country, and that once strengthened, the Soviet Union would prove strong enough to lead the whole world to Socialism. There are other Marxist-Leninist ideas that strongly influenced foreign policy, one of which was the necessary antagonistic nature of Communism towards Capitalist states, which Stalin strongly believed would inevitably lead to war[2]. Related to this idea was the concept of correlation of forces the Russian equivalent to our balance of power- where the overall strength of capitalism was measured against communism. The idea that capitalism suffered from such profound contradictions; states competing for resources, economic problems, led Communists to believe that their system would prevail and therefore were always on the look out for the correlation of forces to change in their favour. It also reinforced the effect of the Leninist conception of imperialism. Lenin held the view that war would bring the prospect of revolution as the ruling classes became demoralised by the burdens placed by war on the states concerned and the working classes plummeted into misery. As previously mentioned, communism was not adverse to war if the outcome would be revolution. This was a belief strongly held by Lenin. Alternatively, Stalin, was more interested in war that served his interest. An example of which is the Second World War officially known in the Soviet Union as The Second Great Patriotic War. He reasoned that World War I was brought about by capitalists, who inflicted damage and destruction on each other, but is seen as positive as it led to the emergence of the USSR. After the Second World War, the USSR was left absolutely devastated, the class struggle also had to be balanced with the desire of the Soviet population for peace so that they and their country could recover. Soviet leaders were aware of this desire, which tempered any revolutionary ardour they may have felt. Nevertheless the years to follow were also years of great triumph for the USSR. The destruction of the German army meant the USSR was the only great European military power, had b ecome a permanent member of the UN Security Council, and it had broken out of the capitalist encirclement of having allied states on its borders. Stalin sought to increase Soviet power beyond what the Tzars had accomplished now that he had Communist ideology driving him. He was the dominant creator of Soviet foreign policy, the subject of which remains under dispute by several historians. One such historian, LeFeber entertained the notion that (Stalin) displayed a realism, a careful calculation of forces, and a diplomatic finesse that undercut any attempt to explain away his actions as paranoia[3], while another criticises Stalins foreign policy as inexplicable in its parts as incoherent in its whole[4]. It has been argued that Stalins foreign policy from 1945 onwards was a direct result of material interests and power play with the United States of America, that the USA was now perceived as Glavny Protivnik (greatest adversary) and that Stalin was scared of war because of its strength. The exact origins of the Cold War remain under dispute, even with new archival evidence from former Eastern-bloc states. The role to which Stalins foreign policy played in the build up to the Cold War can be categorised in a small number of groups. The orthodox view, which entertained Stalins aggressive and expansionist policy, his desired expansion along all of the USSRs borders from the Pacific to the Atlantic, which can be argued to be in following with Marxist-Leninist theories of expansion[5], even though he permitted discussion on what governments could be formed within newly acquired states. It is interesting to note that Stalins aggressive and expansionist policy has been attributed to his own declining mental health. He had even been diagnosed, albeit incorrectly, in 1927 as a paranoid schizophrenic nevertheless this diagnosis was proved to be inaccurate. The revisionist view, perceived by Marxist and Marxist-Leninist historians, depicted the USA as an aggressive power, to t heir own people and others around the globe, imposing its empire on an unwilling world, ignoring the security interests of the Soviet Union and conforming to the classic Leninist model of Imperialism.[6] This view gained credibility later in the 1960s, partly owing to the Vietnam War. Other historians, not Marxist in inspiration, claim that the USA wanted to establish an economic system across the globe which would promote trade and economic growth from which the USA would benefit. Separate to the ideological views is the notion that the conflict was inevitable and thus both superpowers were responsible for it. That the Cold War was the natural result of a situation in which two superpowers with differing ideologies remained. Tactically speaking, the USSR had only three strategic enemies, of which Japan and Germany had been defeated and China was embroiled in a civil war. In addition, the Soviet Union had the largest army with mobilised resources, it was also geographically the larg est country in the world. The USA on the other hand was a massive economic power and its population had not been morally exhausted by recent war nor were they at odds with their own government. The resulting clash between the two would turn into a global disaster. At this time, it appears Stalin preferred to avoid a military confrontation with the USA and having determined that military probes into Europe would be too hazardous, Stalin sought to expand Soviet influence into regions where there would be less risk of confrontation with the USA and so he turned to Asia[7]. After repeatedly denying approval of North Korean leader Kim Il Sungs proposed military attack of South Korea, the Soviet Union unexpectedly began secretly providing large technological and military assistance to North Korea. This U-turn decision has been cited by both Gaddis and Westad to support their assertion that Marxism-Leninism was of crucial importance in Soviet foreign policy[8]. Westad also provided another theory to Stalins unexpected decision change in that Stalin had seen Mao Zedongs Chinese Communist victory and had been unnerved by it. Stalin therefore gave approval for the attack on South Korean when he realised his rival in Mao would support North Korea with Stalin or without and Stalin did not want to appear less revolutionary than Mao[9]. Regardless of the ideological reasons, be it enthusiasm in response to Maos ambitions or jealousy and an attempt to outmanoeuvre Mao by condoning North Korea, even an avoidance of the USA to prevent a catastrophic war, it is indic ated that ideology was a factor in Stalins foreign policy involvement in Asia. Stalin died in March 1953. He was succeeded by a collective leadership with Nikita Khrushchev soon emerging as the main figure. The new leaders quickly realised that changes in foreign policy were necessary; the main reason for this being the arms race which was now becoming more prominent in world events. In 1952, the USA had detonated the worlds first thermonuclear device followed in 1953 with the USSR testing its first hydrogen bomb. In the years that followed, both powers created and tested various delivery systems for these new weapons that resulted for the USSR in the creation of Intercontinental ballistic missiles (ICBM) which had the range to strike the USA. Khrushchev called these weapons the Gods of War[10]. The realisation of the enormous power of these new weapons caused Stalins successors to abandon key principles of Marxist-Leninist ideology. The precept of the inevitability of war between capitalism and communism, which in Stalins eyes, would be won by communism, had t o be discarded as a conflict would result in the mutual assured destruction of both the capitalist and communist states. In addition, the principle of revolution that, although perceived as inevitable and the only way to a Communist society according to Marxist-Leninist doctrine, could now be the cause of a war that would also end in complete devastation for the warring states and thus it was at the 20th Party Congress in 1956 that a set of initiatives were launched which came to be known as destalinization which established a policy of long-term peaceful cooperation with the capitalist world. The superpowers had inadvertently become partners, with the incentive to prevent thermonuclear war. Although there initially appeared to be a change of direction from Marxist-Leninist doctrine there were still elements of it that were pursued even with the new initiatives in place. The Party leadership was quick to introduce the idea that a peaceful transition to Socialism was still very much possible. The changes to foreign policy included the commencement of armistice talks in areas of conflict, for example, the Korean war. The Soviet regime also attempted to strengthen its satellite states in the bloc and draw them closer to the USSR. This all culminated in 1955 with the creation of the Warsaw Treaty Organisation. In addition, a massive amount of economic and technical assistance was given to the communist nation of the Peoples Republic of China. This assistance has been described as the greatest transfer of technology in world history[11]. The regime also encouraged trading and other forms of communication with the Western world, it opened up to tourism, Soviet citizens were pe rmitted for the first time to visit other states not in the Eastern bloc of which the reverse was also the same. Stalin, would have avoided this as, in his view, it would have potentially opened up the USSR to hostile foreign influences. Competing ideological tendencies and institutional interests allied with Khrushchevs own over-ambition in foreign policy were the prime factors resulting in his fall from power in 1964[12]. During the Khrushchev years, Brezhnev had supported the process of destalinisation but as soon as he became leader, Brezhnev changed direction and reverted to a more regressive, Stalin-type attitude, even taking the title General Secretary, which Stalins held until 1952. Brezhnevs overriding aims were to ensure the primacy of the USSR in the world communist movement. Establish strategic parity in the US and on that basis, to secure western acceptance of the post-war order in Europe while extending Soviet power in the developing world[13]. The first foreign policy crisis of the Brezhnev regime occurred in 1968 when reforms began sweeping through Czechoslovakia, initiated by leader Alexander Dubcek, that posed the reduction of importance of the ruling Communist party. The Soviet leadership attempted to limit the impact of Dubceks reforms through negotiation but their efforts proved in vain. Soon after, Soviet and Eastern bloc troops invaded Czechoslovakia tasked with restoring it to Marxist-Leninist doctrine. This became known as the Brezhnev Doctrine.[14] The doctrine was used to justify the invasion of Czechoslovakia, and also used to put an end to liberalisation efforts that had the potential to disrupt Soviet control within the Eastern bloc. The concerns of the Soviet Union fit an ideology based explanation of Soviet actions. It is interesting to note that while the western states heavily criticised the invasion, they were unable to challenge the Soviet military force in Europe without risking nuclear war. The events surrounding the collapse of Communism and the relatively quiet dissolution of the Soviet Union can be attributed to the euphemistically named Sinatra Doctrine. It was the name that the Soviet government of Mikhail Gorbachev used to describe his new policy of allowing the eastern bloc Warsaw Pact nations to determine their own affairs. This was a complete change of direction from the Brezhnev Doctrine which tightly monitored and controlled the internal affairs of the satellite states. For Wohlforth, once Gorbachev was in office, his perception of the USSRs relative decline grew steadily more pessimistic. He had to accept retreat after retreat from the Soviets great power commitments, which let to the sudden end of the Cold War[15]. Gorbachev had many issues facing him, one of which was the prevention of anti-Soviet violence from breaking out. Previously, any dissident uprising would have been resolved by military intervention, however if a crisis erupted now, then a massive amount of military intervention would be necessary. It was decided that Soviet policy should aim to achieve two basic goals: avoid direct military intervention at any cost[16] and for the rapid transition to a new political order to be achieved peacefully. Gorbachev obviously could not see that the changes he initiated would lead to the demise of the Soviet bloc, it can be argued that he was depending on like-minded leaders to emerge from the Communist groups in Eastern Europe.[17] The question of whether communist ideology played a role in the transformation of Soviet policy still remains. If Gorbachev had decided to maintain the orthodox Communist rule in the Soviet bloc and enforce the Brezhnev doctrine, the Soviet army would have ensured his success. It appears that it was Gorbachevs own choices, on domestic priorities and a desire to lay to rest all remnants of Stalinism'[18] that led the Soviet Union down the path to disintegration. While it is undeniable that the ideological differences of Capitalism and Marxism-Leninism provided the Cold War with a catalyst, it is not outside the realm of possibility that differences between the two superpowers left in the power vacuum after the Second World War would not have provided the fuel to ignite the conflict themselves. Some of the specific policies adopted by the Soviet leaders could have just as easily been pursued by a non-communist government responding to a tense global situation, however that does not mean ideology had no relevance. It appears that the USSRs state interests were themselves influenced by Communist ideology and thus influenced the foreign policy decisions of the leadership. Bibliography Craig Nation, R. Black Earth, Red Star: A History of Soviet Security Policy, 1917-1921 (1992) Fink, C., Junker, D. Gassert, P. (eds) The World Transformed :1968 (1998) Gaddis, J.L. The Emerging Post-Revisionist Synthesis on the Origins of the Cold War (1983) Khrushchev, S. N Memoirs of Nikita Khrushchev Volume 1: Commissar, 1918-1945 (2000) Kramer, M. Ideology and the Cold War Review of International Studies (1999) Kramer, M. (ed.) The Collapse of the Soviet Union (Boulder, CO: Westview Press, (2000) LaFeber, W America, Russia and the Cold War, 1945-1992. Rosser, R.F. Introduction to Soviet Foreign Policy (1969) Taubman, W, Khrushchev: The Man and His Era (2003) Tompson, W. The Soviet Union under Brezhnev (2003) K zasedaniyu Politbyuro 6/X-88 g. 6 October 1988 (secret), reproduced in Tsena svobody: Refornatsiya Gorbacheva glazami ego pomoshchnika (Moscow: Rossika-Zevs, 1993) Westad, O.A. Cold War and Revolution: Soviet-American Rivalry and the Origins of the Chinese Civil War, 1944-1946 Wohlforth, W. Realism and the End of the Cold War. International Security, 19:3 (1994/5) Craig Nation, R. Black Earth, Red Star: A History of Soviet Security Policy, 1917-1921 (1992) p.1 Rosser, R.F. Introduction to Soviet Foreign Policy (1969) p.74 LaFeber, W America, Russia and the Cold War, 1945-1992. p.20. Westad, O.A. Cold War and Revolution: Soviet-American Rivalry and the Origins of the Chinese Civil War, 1944-1946, p.55 Rosser, Introduction p.80 Gaddis, J.L. The Emerging Post-Revisionist Synthesis on the Origins of the Cold War (1983) p.172 Kramer, M. Ideology and the Cold War Review of International Studies (1999) p.542-543 Kramer, Ideology p.541 Kramer, Ideology p.542 Khrushchev, S. N Memoirs of Nikita Khrushchev Volume 1: Commissar, 1918-1945 (2000) Taubman, W, Khrushchev: The Man and His Era (2003) p.337 Tompson, W. The Soviet Union under Brezhnev (2003) p.28 Tompson, W. The Soviet Union under Brezhnev (2003) p.28 Fink, C., Junker, D. Gassert, P. (eds) The World Transformed :1968 (1998) p.163-8 Wohlforth, W. Realism and the End of the Cold War. International Security, 19:3 (1994/5) p.109 K zasedaniyu Politbyuro 6/X-88 g. 6 October 1988 (secret), reproduced in Tsena svobody: Refornatsiya Gorbacheva glazami ego pomoshchnika (Moscow: Rossika-Zevs, 1993) p.368 Kramer, Ideology p.569 Kramer, M. (ed.) The Collapse of the Soviet Union (Boulder, CO: Westview Press, 2000)

My Philosophy of Education Essay -- Philosophy of Teaching Educational

My Philosophy of Education Is there a certain set of guidelines that need to be followed when teaching? If so, what should the main points of these rules be? I believe that when teaching, an instructor needs to consider the nature of the students and the importance of a good education. A teacher should also have some sort of idea about the teaching methods that should be used in the classroom. I believe that all students are capable of learning when given the opportunity. Children are not born evil. They are just simply born with a curiosity for new things. I think that the environment of a child affects their ability to learn. For instance, if a child is sent into a classroom where the temperature is constantly uncomfortable, the child’s attention will be diverted away from the lesson. A student needs to feel comfortable and relaxed when attempting to learn something new. I also feel that lessons should be taught on the level of the students because children do not think the same as adults do. They learn better through their experiences. Therefore, lessons should be as simple as possible and involve some sort of hands-on learning experiments. I think that the nature of knowledge is relative because the truth can vary depending on certain factors. These factors include the individual person, the time, and the place where the truth is created. I believe that a person can develop their own knowledge based upon their own personal beliefs and experiences, whereas, the absolute nature would require the truth to be discovered instead of created. The overall purpose of education is to teach children the skills that are needed to function in the real world. These skills allow the children to receive better jobs, which in turn... ...want my students to respect me; I do not want them to fear me. The areas of particular importance in the elementary curriculum are reading and writing. I will stress these areas because they are used in everyday life for entertainment and other activities. For example, many people read books or magazines to pass the time. Some people write in diaries or write letters to family and friends during their spare time. I believe that students need to have a firm grasp on these two subjects before pursuing further education. In conclusion, there are a set of guidelines that teachers need to follow. These rules are not universal but they are the personal beliefs and goals of the teacher. A teacher needs to have an idea about the nature of the students, the purpose of education, the teaching methods, and curriculum before attempting to educate a class full of students.

The Vietnam War: The Tet Offensive :: Vietnam War Essays

In the mid to late 1960's the Vietnam Conflict was greatly controversial. This is mainly due to the fact that it was an undeclared war and was being fought with unclear objectives. It was fought mainly by Viet Cong guerillas and the NVA from the North and by the USA and ARVN from the south. Throughout the conflict it appeared as if the South was prevailing; up until one climatic battle that turned out to be a failure militarily; it is known as the Tet Offensive. The Tet Offensive started with diversionary attacks on Khe Sanh on January 21. It began with a concentrated artillery barrage and entrenching troops around the perimeter so that they could prepare further assaults on Khe Sanh's defenses. This caused the US to move their troops up in order to defend against the enemy intrusion. By causing the US to move their troops from their positions in the other major cities, the North had created an opportunity for an attack on all of those cites. Then next step of the plan was to infiltrate the major cities of the South like Saigon and Hue with VC and NVA soldiers. It is amazing how effectively the VC and NVA snuck their soldiers into the cities, because only a small number of them actually got caught. They pulled this off by sending their men in slowly, mostly by twos or threes, disguised as refugees, peasants, workers, and ARVN soldiers on holiday. Their weapons were smuggled in separately in flower carts, coffins, and trucks that looked as if they were filled with food for the civilians. All-in-all the amount of troops in these cities equaled about 5 battalions. Once the North had accomplished its goals of distracting the United States soldiers and infiltrating its guarded cities they decided to attack; they chose a day designated for truce, the Vietnamese New Year of Tet. On January 31st, in the early hours of the morning, the NVA and VC troops and commandoes began the Tet Offensive by attacking virtually every major city and town; including most of the major bases and airfields. Most of the attacks made came by total surprise and caused a maelstrom of chaos among the US soldiers who attempted to defend their posts. An example of one of these attacks is the one launched against the US embassy in Saigon. In Saigon, nineteen VC commandoes attempted to blast their way through the main doors of the US embassy and killed two of the 5 MP's on duty.

Sweetheart of the Song of Tra Bong as Metaphor Essay example -- Things

Sweetheart of the Song of Tra Bong as Metaphor  Ã‚   The Vietnam War is a strange and unexplainable event in American history. The controversies surrounding the American involvement in Vietnam and the need for Vietnam veterans to tell their stories of the war are prevalent in the post-Vietnam culture of America. "The stories that will last forever are those that swirl back and forth across the border between trivia and bedlam, the mad and the mundane"(89). The story of the sweetheart of the Song of Tra Bong explains this quote of the veteran stories never make exact sense, but they are stories from a war that never quite made exact sense either. The story of "Sweetheart of the Song of Tra Bong," involving a young girl coming to Vietnam for her boyfriend, becomes a metaphor for the rite of passage that a young soldier would experience during his service in Vietnam. The other soldiers in the medical detachment were shocked and amazed at the arrival of Mary Anne, Mark Fossie's girlfriend. She arrived in a typical Americana glory, with her "strawberry ice cream complexion," and in a somewhat lost and tired daze. Her journey was a myriad of plane connections and layovers. Even in her arrival a metaphor is seen as to how a soldier would arrive in Vietnam. The exact arrival of soldiers into the war is somewhat a confusing and shocking fact of debate. Mary Anne was only seventeen when she arrived in Vietnam, but the soldiers over fighting were not much older than her, many the exact same age. After the initial shock of landing in Vietnam wore off, Mary Anne became curious of her surroundings and what was going on in the war. This also is what a young soldier would experience during his first days of service, and he was trying to u... ...ut the hidden thoughts and feelings of the narrator are the real things that need to be examined. The Vietnam War is so colluded with uncertainties that it's meaning and questions of why are still lingering in the minds of citizens of the United States. Although this interpretation of the metaphor is not one that many adhere to when they first read the story, it is one that deserves some attention. The story can be seen as this transformation of the soldier while serving in Vietnam. This story explains some of the smaller battles that the soldiers went through. They fought for their own identity, killing, and survival. All these battles can be seen through Mary Anne and her trails while in Vietnam. The story of Mary Anne ends with her going to the jungles of Vietnam never to be seen again, and this happens to the soldiers, they will always have Vietnam in them.

Related Literature on Crm Essay

According to Gartner Inc., the provider of research and analysis on the global information technology industry, the estimated size of the CRM software market in Europe, the Middle East, and Africa was approximately $2.3 billion in total software revenue in 2006. The forecast indicated that the market will have an annual growth rate of 11.3%, which will result in revenue of approximately $3.9 billion by 2011. Companies based all over the world are developing their own approaches to the CRM business strategy in order to increase their efficiency and effectiveness in operations. With the wide spread of CRM, problems and issues examined in this study are apparently not unique to the U.S. Heinrich (2005) examined the role of CRM in the development of the relationship CRM in Russia and US Journal of Technology Research Page 4between the customer and the company in the context of goal implementation. He addressed the process goals of CRM involved in the development of the relationship including building trust, the transaction, and the conversion to a social relationship. He found little relationship between the collection of data and the success of the salesperson and identified 10 relationship motive categories of customers including: gratitude oriented, prestige oriented, collective oriented, experience oriented, and security oriented. CRM, in his view, is a tool not as an end but the means to the end. Nairn (2002) says the origins of CRM can be traced back to the July issue of the 21st volume of the Journal Marketing where â€Å"segmentation† was first mentioned in 1956. Put literally CRM is the practice of managing relationships differently within different customer segments; with the advent of information technology and the application of statistical research methods, the ability to segment customers has become accessible to virtually any organization; as a result the CRM industry grew exponentially from the mid to late 1990s. Vendor hype would have the market believe that CRM technology applications are a panacea for all things related to the customer, yet the market is replete with CRM technology implementation failures resulting in billions of wasted investment dollars, all in search of a CRM nirvana that never eventuated. Starkey & Woodcock (2002) state that contributors to CRM failure include managerial short-term focus, failure to see change through, ignoring the basics of what defines good CRM and business performance, making CRM too complicated, CRM existing functional and departmental silos, customer management techniques and practices not widespread and poor implementation of customer management projects to name just a few. Enterprise web identity If you work within a larger organization, always make your relationship to the larger enterprise a clear and meaningful part of your site design. If your institution has an identity program or a web template system, use it. Adopting the design standards of the larger enterprise can save you a lot of time and money. Institutions notorious for poor governance—universities, government agencies, large nonprofit agencies—also often have chaotic web sites. Large companies sometimes have the same problems, but the standards and norms of corporate identity programs are well established in the business world, and most corporate sites start with the expectation that everyone will share a common look and feel and user interface and that each discrete corporate site will project a clear relationship to the parent enterprise.

Consumer Buying Behavior of Hybrid Vehicles

Table of Content Title2 1. 0Introduction2 1. 1Background of the Study2 1. 2Problem Statement2 1. 3Research Objectives3 1. 4Significance of the Study3 1. 5Scope of the Study4 2. 0Literature Review5 3. 0Research Methodology7 3. 1Theoretical Framework7 3. 2Generation of Hypothesis7 4. 0Conclusion8 Reference:9 Title Factors that affect consumer purchase decision of hybrid vehicles (Green Vehicles) in Malaysia. Introduction 1 Background of the Study With the air pollution level rising day by day caused by the emission from conventional vehicles, many government bodies have put in effort to enforce emission control policy since the late of 1960, and it is becoming strict with the EURO committee being the leader until today, where their emission policy and grading system being accepted or referenced worldwide even in Malaysia. The grading system based of emission cleanliness as of today is from Euro 1 to Euro 6, where Euro 1 being the worst emission standard and Euro 6 being the environmental friendly. This is the scene where most modern vehicles are fitted with catalytic converter since late 1975, a simple device that can reduce the harmful emission such as un-burn hydrocarbon and carbon monoxide by converting them into cleaner substances such as oxygen and hydrogen through chemical catalyst effect within (Tony & Andrew, 2006). The effect of this is that the rise of the awareness of fuel efficiency, as many will further relate that if fuel efficiency can be increased, then the emission can be further improved, as well as to reduce wastage. Many automobile makers has since then began development of fuel efficient engine in order to make a stand, and consequently lead to the trend of Hybrid Electric Vehicle (HEV). 2 Problem Statement However, emission is only one environmental factor as there is other factor which bothers a driver financial aspect, the fuel and its prices. No matter the fuel is expensive and cheap, if one can travel further with a given set amount of fuel, then one can certainly save him/her some money (Tony & Andrew, 2006). And back to the environmental area, fossil fuel is non-renewable energy resources and depletion is certainly inevitable. This is why in recent years, many western automobile makers started to look into building fuel efficient vehicles, by building fuel efficient engines through various ways, most notably by downsizing the engine displacement and compensate it with force induction such as low pressure turbocharger. The effect of this implementation is that using a smaller capacity engine but can achieve the power delivery of a high capacity engine, yet with lower fuel consumption. However back in the eastern automobile industry, where the Japanese being the leader they had something else in mind, not only they wanted fuel efficiency but at the same time they wished to maximize the go green concept. Henceforth they come up with the idea of hybrid vehicle, where in general terms a vehicle is powered by 2 sources of input, which is a normal internal combustion engine, supported by an additional electric motor which requires special battery pack. The advantages of this implementation is that the fuel consumption and emission is superior over the formal, while the drawback is the maintenance and cost of replacement for faulty battery pack is very expensive. With the hybrid being the hot trend now given the promising sales figures from European countries and the USA, generally the maintenance factor is not an issue for them, however in this research we need to find out the factors hat influence a buyer into considering, buying a hybrid vehicle over here in Malaysia, as the hybrid trend is still very new here in Malaysia, generally starting on the year of 2006 where Honda introduces Civic Hybrid. However with the recent tax exemption on hybrid vehicles from the Malaysia government, the trend seems to be changing positively and now we have several models from Honda and Toyota to offer in response to the policy. 3 Research Objectives a) What are the factors that influence consumer into considering a hybrid vehicle? b) What are the factors that support consumer into buying a hybrid vehicle? ) What are the factors that consumer worries about when purchasing a hybrid vehicle? 4 Significance of the Study This study into the factors that affect the buying decision of hybrid vehicles in Malaysia could project the trend and acceptance of hybrid vehicles here in Malaysia. With that information, local automobile makers can consider into developing our own hybrid vehicles to offer the local markets a broader choice, as well as to stay competitive in the market. Additionally, this will be a good catalyst to spark off â€Å"Go Green† concept into consumers’ mind that is beneficial to the restoration and perseverance of the environment. Scope of the Study In this research, we will first take a general look and introduction into both the low pressure force induction technology and the hybrid technology further then compare and contrast the pros and cons in detail. With both concept understood, we will begin to focus on the trend of hybrid vehicles here in Malaysia, finding out the factors that support or deter the acceptance of hybrid vehicle through questionnaire aimed at hybrid owners and potential hybrid owners, from then we can know what are the main factors and concern of buyer upon making a decision for a hybrid vehicle, and then onclude what can be done to further increase the acceptance level of hybrid vehicles. Literature Review According to Markel & Simpson (2006), the implementation of hybrid electric vehicles can effectively reduce petroleum consumption up to 30% when compared to conventional vehicle, however a fully plug-in hybrid electric vehicle shall be undergo development to further improve the savings and reduce the wastage, as current hybrid electric vehicles uses electric motor powered by battery pack to assist the engine, which is costly when one needs to replace, and it did not provide much desired power. The manufacturer can of course put in a bigger battery pack to punch out better power and durability, but with every 15% of improvement the cost is nearly doubled. This issue is also mentioned before way back in year 2001, where the development of hybrid vehicles began with the aim in providing a superior fuel efficiency vehicles with minimal wastage and pollutants emitted, in prior to address two major problems (Allella et al, 2001): a) Consumption of fuel : World petroleum reserves and residues are unlikely able to sustain against the ever growing necessity of consumption b) Pollution : Generally referred to the harmful emission that can damage the environmental health The most common hybrid vehicle design is found within the famous Japanese automobile makers, respectively the Honda & the Toyota. The idea is to fit an electric motor powered by a battery pack that will recharge itself using the lost energy during the braking procedure, to assist a smaller capacity conventional engine in acceleration. With the motor assistant, the engine need not work and rev up that hard to get the vehicle moving therefore fuel consumption can be lowered. When certain conditions are met, the vehicles may also run solely on the electric motor itself most probably during low speed cruising. Putting the vehicle design aside, as stated by Kuo & Wang (2011), the disciplinary in driving, as well as the climate is major factor in reducing fuel consumption. Kuo & Wang pointed out that in countries that have tropical climate, such as those near to the equator, tend to have higher fuel consumption index compared to other countries with 4 seasons climate, this is mainly due to the fact that fuel burns better and more efficient when the air temperature is colder, as colder air is more dense and henceforth carries more oxygen molecules. Other than that, since the temperature is generally high throughout the year for tropical climate countries, drivers tend to switch on the air-conditioner (A/C) most of the time to withstand the hot weather, and A/C draws power from the engine to power up the compressor and cooling coil, therefore it results in loss of power from engine and leads to higher fuel consumption. On the disciplinary side, traveling below or way above the optimum speed of a vehicle, usually around 90KM/H to 110KM/H will affect the fuel consumption, where most drivers tend to speed when the chances arise. One should also try to plan their traveling route ahead, in order to avoid unnecessary traffic congestion which can result in poor fuel consumption, as start-stop driving proven to have 60% increased fuel consumption compared to smooth non-stop driving. This is generally experienced by most drivers that they can achieve better mileage if they travel on the highway often. Research Methodology 1 Theoretical Framework [pic] 2 Generation of Hypothesis Assume that ) H0 = Null Hypothesis (No relationship between IV & DV) b) H1 = Alternative Hypothesis (Significant relationship between IV & DV) |H1 |H0 – There is no relationship between maintenance and purchase decision of hybrid vehicles. | | |H1 – There is significant relationship between maintenance and purchase decision of hybrid vehicles. | |H2 |H0 – There is no relationship between fuel consumption and purchase decision of hybrid vehicles. | |H1 – There is significant relationship between fuel consumption a nd purchase decision of hybrid vehicles. | |H3 |H0 – There is no relationship between tax exemption and purchase decision of hybrid vehicles. | | |H1 – There is significant relationship between tax exemption and purchase decision of hybrid vehicles. | |H4 |H0 – There is no relationship between personal view and purchase decision of hybrid vehicles. | | |H1 – There is significant relationship between personal view and purchase decision of hybrid vehicles. Conclusion In conclusion, no matter it is partial hybrid or fully plug-in hybrid, the main objectives are to prolong the sustainability of petroleum through improved fuel consumption. By going green, the hybrid technology can also help in reducing wastage and guarantee cleaner emission that can contribute to better environmental health and quality. Therefore with all the benefits and savings, we should try to adopt and embrace the implementation of hybrid vehicles. However, there is still room for improve ment given the hybrid technology is still new within a decade of time. Government should come out with policy that can help greatly in promoting the adaptation of this green technology. Reference: 1) Allella et al, (2001), Negative Log-gamma Distribution for Data Uncertainty Modeling in Reliability Analysis of Complex System Methodology and Robustness, International Journal of Quality and Reliability Management, Vol. 18, Napoli, Italy. 2) Allela et al, (2005), Optimal Reliability Allocation Under Uncertain Conditions With Application to Hybrid Vehicle Design [Online], International Journal of Quality and Reliability Management, Vol. 22, Napoli, Italy. Available from (www. meraldinsight. com/0265-671X. htm) [Accessed June 6 2011] 3) Apaydin O. & Gonullu MT, (2008), Emission Control With Route Optimization In Solid Waste Collection Process, Vol. 33, Sadhana. 4) Davis S. & Diegel S, (2004), Transportation Energy Databook, 24th Edition. 5) Duval M, (2004), Advanced Batteries for Electric Drive Vehicles, EPRI. 6) Hirsch et al, (2005), Peaking of World Oil Pr oduction: Impracts, Risks, and Mitigation. 7) Kuo Y. & Wang CC, (2011), Optimizing the VRP by Minimizing Fuel Consumption [Online], International Journal of Management of Environmental Quality, Vol. 2. Available from (www. emeraldinsight. com/1477-7835. htm) [Accessed 8 June 2011] 8) Markel T. & Simpson A, (2005), Energy Storage Considerations for Grid-Charged Hybrid Electric Vehicles, IEEE Vehicular Technologies Conference, Chicago, IL. 9) Markel T. & Simpson A, (2006), Plug-In Hybrid Electric Vehicle Energy Storage System Design [Online], National Renewable Energy Laboratory, available from (http://www. nrel. gov/vehiclesandfuels/vsa/pdfs/39614. pdf) [Accessed 8 June 2011]