Design a Marketing Metrics system for a commercial organisation of the Essay

Design a Marketing Metrics system for a commercial organisation of the group's choice - Essay Example The authors have aptly summarized the difference between yesteryears and the current day marketing where it has become a science rather than an art. Art and skills are definitely required but the scientific factor is a much needed factor. Here comes the metrics portion of the marketing activity. â€Å"A metric is a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events† (Farris et al., 2006). The executive summary gives a comprehensive and compact picture of the importance of Marketing Metrics in today’s business world. If the marketers are unable to quantify their projections they would not even know what they are looking forward and then all planning and marketing activity becomes vague. By quantifying it is meant that marketing requires numbers like percentage of customers requiring their products, judg e the change in market conditions, explain customer habits and purchase trends. All the quantitative measures can be put in the form of metrics which will define the future course of marketing activity in an organization. This marketing metrics is being done for Coca Cola who needs no introduction in the beverage market where they have a huge presence for decades. Even though Coca Cola has established its brand over the years but still it requires a dynamic marketing team to work round the clock to ensure that it reaches out to its customers in a market which is volatile and can change in a matter of no time. Therefore marketing metrics is required to constantly analyze the changes in trend, the purchasing habitat of people, customer tastes, and inclination to reward systems or accumulation of points on coca cola consumption. The report also emphasizes the background of the company, its non financial resources and its financial resources. The non financial resources include market s hare, customer relationship management, awareness, competitor analysis, product lifecycle and customer satisfaction. The financial resources include Sales and Revenue as well as the Return on Investment (ROI). A lot of planned marketing metrics is done by Coca Cola Company so that it can stay competitive in the market. Marketing metrics involves quantitative analysis based on which important business judgments are made and the marketing managers needs to be spot on and accurate in this analysis to use it to the good effect of the organization as a whole. Introduction Marketing metrics is a complex phenomenon and corporate like Coca Cola needs a range of metric to come to a definite and logical analysis. To achieve the marketing metrics a range of parameters and phenomenon needs to be derived and appropriate data input and analysis needs to be done. Customer satisfaction survey is one of the key input areas where customers quantify their satisfaction level. Similarly trend analysis i s done with customer survey which gives an insight to the company as to the market trends and habits of the consumers. This section gives a comprehensive insight into the method and manner of producing a marketing metric which would serve the purpose of getting quality and quantitative information of the market situation which will enable the marketing department to come to marketing decisions based on analysis. â€Å"The challenge, of course is knowing what to measure and exactly how to measure it. That is where Marketing

Fashion Journalism, reporting in high-heels Essay

Fashion Journalism, reporting in high-heels - Essay Example The essay "Fashion Journalism, reporting in high-heels" concerns the fashion journalism. Under more frequently than not deal with "trends" and "tendencies" that are personal, and in attachment with some tenuous attachment with the details, the expression "journalism" is employed as a nickname, but does not convey general procedural and ethical facets of expert journalism. Work Fashion journalist can be rather varied. Typical work encompasses composing or revising items, or to aid in the design and mode of the Fashion shoot. Fashion journalist normally expends much time revising and / or carrying out interviews, and it is very significant that she or he has good associates with people in the Fashion business, encompassing designers, photographers, public relations and technicians. This study examines the connection between Fashion in newspapers and Fashion coverage and the UK displays that such coverage in the huge most developed by the PR, to the span, that there is little unaligned journalism Fashion actually does exist. Despite the detail that the presented review of report causes sharp to the expanding leverage of PR on the content of the media, the connection between journalism and Fashion stayed attention and unstudied. However, the amount of Fashion content in the newspapers of Great Britain has expanded considerably over the past two decades, and actually retains an important amount of space, far after the Fashion sheets and supplements. Fashion journalists, on the other side will stay at a grade. ... More Media = More Potential Fashion journalism is no longer concentrated on composing characteristics for newspapers and magazines, but now encompasses a kind of functions. In supplement to composing and revising, you are open for the design of photo shoots, public relatives, study, meetings and design. Numbers of media have furthermore expanded after just composing for publish, to online magazines, websites, TV and blogs. Even with added choices, Fashion journalism is more comparable in the vocation application and takes many of exercise. Bivins, T. H But if you're eager to put in an hour of hard work and little free work, you can absolutely make your way to the top. Nature of the target audience    Fashion journalist, a journalist and professional investigator, who aim on tendencies in the quickly increasing Fashion industry. Depending on their location of work, the work may have distinct responsibilities. Hines, et al. Some journalists spend most of their time in the agency, bro wsing the Internet assets, and carrying out phone and internet note interviews. It is significant to Fashion journalist to have very good connection abilities and proficiency to supply intriguing data for a broad audience through phrases and pictures. The Art of Fashion Journalism Reporting on the topic "Financial Times Fashion reviewer Vanessa Friedman notifies me; influential detractor of Fashion International Herald Tribune acquiesces, noting that newspaper journalism is no distinct from any other kind of journalism. Writing about Fashion counts on the exact inquiry on one edge of Fashion - apparel, accessories, luxury pieces, but on the other hand, the Fashion business in a market economy. Clothing has a communal function, as Miles, Steven recalls me: "Clothes manage not

Team Synergy and Team Spirit Essay Example | Topics and Well Written Essays - 2000 words

Team Synergy and Team Spirit - Essay Example We have worked with various corporate organizations in this filed with wonderful results. Out if our good job, we have been able to maintain a loyal client base over the years. We have experience in both outdoor and indoor team building activities ranging from one day to one week. Normally, such activities are tailor-made to meet the requirements of the client and ensure that clients get good value for their money. The experienced team at our organizations are also good in coming up with ingenious ways of helping organizations meet their goals with low budgets. Therefore, we try as much as we can to fit out programmes within the budget of a client so as to enable them to get goods results without compromising the quality of their services rendered. Therefore, you can be sure that your budget of $25,000 will be well utilized to give you value for your money. Over the last one year, we have been able to work with over 50 corporate of varying sizes, addressing various team building needs and all have recorded a huge success. On average, the teams we have worked with have experience an increased productivity are of up to 20 percent and staff turnover has dropped by an average of 5 percent. However, we have heard only three cases where productivity of employees still continued to fall or remain level even after our programmes. We believe that the reason for such could be more to do with the structures of the organization rather than the level of cohesion or team building skills of the employees in question. We have designed a number of activities to be undertaken during the team building exercise. The activities are geared towards helping your employees attain various competencies that will enable a cohesive team to b built. Given the chance, we hope that the following results will be attained by the team: One thing that helps teams to perform better is strategic thinking; a sense  of being forward-looking. It is only by being prepared for that future and the challenges that that future may bring about that individuals realize their own weaknesses which they need to work upon.  

Management and change Essay Example | Topics and Well Written Essays - 2500 words

Management and change - Essay Example Since other workers are part of the organisation, their views are also important in the change process (Marglin, 1974). However, the management may decide to use an approach that does not involve other workers in the decision-making process. Consequently, other workers may feel short-changed, and this affects negatively on employee involvement. In essence, the approach that the change agent uses in implementing new ideas in an organisation also has an impact on the overall performance. Most organisations tend to fail in terms of implementing new changes due to applying an unpopular approach. On the other hand, an ideal approach for implementing changes in an organisation should consider all issues that are pertinent to an organisation (Marglin, 1974). In this regard, a rational or technical approach is ideal for situations where the decision-making process involves consideration of different alternatives. A rational approach entails a systematic process where the management in additi on to relying on their skills and experience, considers various issues prior to implementing organisational change (Marglin, 1974). This paper explores the strengths and limitations of a rational-technical approach towards managing change. In a rational-technical approach to managing change in an organisation, the change agent considers a number of factors that can influence the change process (Knights & McCabe, 2003). Such factors include skills and experience of the manager or leader, the demands by followers and the prevailing situation in an organisation. With regard to skills and experience of a manager or a leader, a rational-technical approach requires the change agent to have knowledge of how an organisation operates. For instance, the manager needs to understand the environment that the organisation operates, vision and goals of the organisation, systems in the organisation, the change plan and

Honors Essay Example for Free

Honors Essay For how I firmly am resolved you know; That is, not bestow my youngest daughter Before I have a husband for the elder: If either of you both love Katharina, Because I know you well and love you well, Leave shall you have to court her at your pleasure. † In these lines, we are introduced to Baptista, a father who wants to find a husband for his oldest daughter, Katharina. The conflict of the play is also introduced as Baptista has decided that his youngest daughter cannot marry until Katharina does. These lines provide readers with some background information on Baptista and his daughters, as well as their familial relationship. They also reveal that while Baptista loves both of his daughter’s, he is at a loss for how to manage his oldest daughter, Katharina. Exposition Act 1, Scene 1 Lucentio: â€Å"Tranio, since for the great desire I had To see fair Padua, nursery of arts, I am arrived for fruitful Lombardy, The pleasant garden of great Italy;† In these lines, we get the first glimpse of where the setting is. The readers get a chance to see the descriptive environment of Italy with the â€Å"pleasant garden†. We are also introduced to Lucentio and Tranio in this part of the play where they are visiting this part of Italy because they had that desire to go there. Rising Action Act 2, Scene 1 KATHARINA: â€Å"Of all thy suitors, here I charge thee, tell Whom thou lovest best: see thou dissemble not. † BIANCA: â€Å"Believe me, sister, of all the men alive I never yet beheld that special face Which I could fancy more than any other. † KATHARINA: â€Å"Minion, thou liest. Ist not Hortensio? † BIANCA: â€Å"If you affect him, sister, here I swear Ill plead for you myself, but you shall have Him. † KATHARINA: â€Å"O then, belike, you fancy riches more:You will have Gremio to keep you fair. † BIANCA: â€Å"Is it for him you do envy me so? Nay then you jest, and now I well perceive You have but jested with me all this while: I prithee, sister Kate, untie my hands. † KATHARINA: â€Å"If that be jest, then all the rest was so. † In these lines, Katharina begins attacking Bianca for no reason at all. Katharina begins questions Bianca out of the blue about which of the suitors does she want the most while Bianca has no clue where this question is coming from, but Bianca assumes that Katharina wants one of the suitors for her and has been acting around her to get what she wanted. Climax Act 3, Scene 2 KATHARINA: â€Å"No shame but mine. I must, forsooth, be forced To give my hand, opposed against my heart, Unto a mad-brain rudesby, full of spleen, Who wooed in haste and means to wed at leisure. I told you, I, he was a frantic fool, Hiding his bitter jests in blunt behavior, And, to be noted for a merry man, He’ll woo a thousand, point the day of marriage, Make friends, invite, and proclaim the banns, Yet never means to wed where he hath wooed. Now must the world point at poor Katherine And say, â€Å"Lo, there is mad Petruchio’s wife, If it would please him come and marry her! † In these lines, Katharina is upset that the groom has not arrived to their wedding yet. And she begins blaming Lucentio for her being forced to marry this guy when she knew what the groom’s plans were. Katharina says that all the groom did it for was the friends and fame of proposing to women then not showing up to the date of the wedding and this made her even more mad, like she wanted to kill somebody. Falling Action Act 4, Scene 1 KATHARINA: â€Å"I pray you, husband, be not so disquiet:The meat was well, if you were so contented. † PETRUCHIO: â€Å"I tell thee, Kate, twas burnt and dried away; And I expressly am forbid to touch it, For it engenders choler, planteth anger;And better twere that both of us did fast,Since, of ourselves, ourselves are choleric, Than feed it with such over-roasted flesh. Be patient; to-morrow t shall be mended,And, for this night, well fast for company: Come, I will bring thee to thy bridal chamber. † In these lines, Katharina and Petruchio have already married and now they are at Petruchio’s house where he will boss around all of his servants. And Katharina is trying to calm Petruchio down because one of the servants brought out burnt meat and he wanted everything to be perfect for his wife. Resolution Act 4, Scene 5 PETRUCHIO: Why, how now, Kate! I hope thou art not mad: This is a man, old, wrinkled, faded, witherd, And not a maiden, as thou sayst he is. KATHARINA: Pardon, old father, my mistaking eyes, That have been so bedazzled with the sun That everything I look on seemeth green: Now I perceive thou art a reverend father; Pardon, I pray thee, for my mad mistaking. In these lines, Petruchio seeks an elderly man in the direction they are heading. But Katharina eyes are blinded by looking at the sun for too long and she mistakes the old man for a little girl. But altogether this is after all the arguing that were going on and now they are spending time together on their way to Katharina’s father’s house.

Martin Luther King Jr. Essay Example for Free

Martin Luther King Jr. Essay Martin Luther King, Jr is a prominent African American in the history of the United States of America renown for his civil rights activism in his life making him an important human rights icon even today. Martin Luther King Jr was born in Atlanta, Georgia on 15th January 1929 in a Christian family with his father Martin Luther King Sr. a reverend and his mother Alberta Williams King. He had two siblings, an older sister and a younger brother. King grew up in Atlanta and attended Bookker T Washington High School. He joined Morehouse College at the age of fifteen and later in 1948 graduated with a degree in Arts majoring in sociology. He later enrolled in Cruzer Theological Seminary for theological studies and graduated in 1951. He enrolled in Boston University for his doctorate in systematic theology and received his PHD in 1955. He married Coretta Scott in 1953 and had four children. In 1954 he became Dextor Avenue Baptist Church Pastor at the age of 25. In 1955 he led the Montgomery Bus Boycott, 1957 assisted the founding of Southern Christian Leadership conference, 1963 led March on Washington where he delivered his â€Å"I have a Dream† speech and in1964, he received Nobel Peace prize. Thereafter his focuses was on poverty Vietnam War and religion and in 1968 April 4th, he was assassinated in Memphis, Tennessee. His significance is still felt and have been rewarded the 1977 Presidential Medal of Freedom, 2004 Congressional Gold Medal and the United States further established a national holiday in his respect in 1986. (Bruns 1-30) Martin Luther King Jr accomplished a lot in his life. The 1955 Montgomery Bus Boycott which he led was as a result of the oppressions and discriminations that African Americans were going through from the dominating whites. The Jim Crow laws existed and which segregated non-white communities in public services. The boycott lasted for a year leading to King’s arrest and his house bombing. However, he influenced the end of racial segregation on the buses and Jim Crow laws amendment in 1965. With other civil rights activists, Martin Luther founded the Southern Christian leadership conference in 1957. This group aimed at mobilizing the black churches against civil right abuse. Kings applied non violence techniques in his awareness a concept he borrowed from Mahatma Gandhi. In 1960s the American politics were dominated by civil right injustices. Kings therefore mobilized the society on right to vote, labor rights, civil rights and desegregation. He became so influential from public opinion sympathy. However, he was successful in influencing the civil rights act of 1964 and voting rights act 1965. In his fight against desegregation, King found himself in conflict with the law and in life threatening incidents. At one time he was stubbed on the chest by a woman because of his stance. In 1961 he was arrested and jailed along others in Albany movement. In 1963 along with SCLC he led the Birmingham campaigns that lasted for two months against all racial segregations and discriminatory laws. In these campaigns they confronted with the law enforcers and many were arrested. Children also took into the campaigns. Despite Kings Advocate for non-violent campaigns, at times pressure exceeded and violence was reported. These campaigns were significant in the Jim Crow laws removal and King’s reputation growth. He was also influential in the 1964 St Augustine and Selma Marches against white’s harassment. The 1963 March of Washington was very significant in the history of Martin Luther Kings as well as that of the United States. It attracted around half a million people from all racial backgrounds. It is at this place that he voiced his ‘I have a dream’ speech that influenced and still influences Americans even today. The march aimed at voicing freedom and equality in all sectors like in jobs. Along with other civil rights movements and activists, they voiced on poor wages, desegregations in public institutions like schools, protection of civil movements from police brutality, self government for Washington among others. There after, he continued with his activism expressing his stance on compensation of the disadvantaged and black Americans. He was involved in Bloody Sunday saga and influenced the Chicago marches that included the Belmont Cragin, Bogan, Gege Park, and Evergreen Park alongside others. He also opposed the Vietnam War terming the American government involvement as goal oriented and as the purveyor of the violence. â€Å"Beyond Vietnam† speech was very significant in his stance on Vietnam. He basically criticized the United States government involvement in to this war. All these pressures and influences he had against the American government made him very insecure. His life was endangered with instances of even physical assaults and life threats. All these led to his assassination in 1968 when in his civil duties. His death still remains a controversy as his enemies ranged from the government to individuals. His influence still remains even today. His is known to have influenced many prominent people including Jesse Jackson and Barrack Obama. His influence was also felt in the third world countries across Africa and Asia. (Bruns 1-143) The thoughts and the life of Martin Luther Kings Jr are very significant not only to the Americans but to the world at large. Many of the third world countries in Africa, Latin America and Asia have drawn their political dominance struggle from his teachings. By the year 1968 in his assassination, many African countries had acquired independence but elements of Europeans control still dominated their political and economic settings. They have applied king’s thoughts to seek fully their independence. In South Africa, prominent people against apartheid like Desmond Tutu, Nelson and Winnie Mandela, Alan Boesky have advocated kings thought in their struggle. The social divisions characterizing most nations in the world have brought discrimination of the lower classes. For instance the Rich discriminate the poor. The poor have continued struggling and in most cases they have used the kings’ non violence strategy for fear that the rich would overcome them in violence. (Roof 113-115) African American originally migrated in the United States as slaves. They were discriminated and oppressed in their places of work. Even after the abolishment of slavery, elements of oppression and discrimination were still rampant in American society. There was and have been the need to address this issue as the superiority nature of US depends on its entire people and not a particular race. Martin Luther was among the many people who have dedicated their lives to create a racism free society. He challenged the United States government which led to the abolishment of constitution based discriminative elements. It was upon his efforts that many other anti-segregation and civil rights have emerged. They have challenged consecutive government enhancing equality in race in the United States society. As a super power, United States have significantly influenced the global community against racism. It has influenced the united nation to act against racism in European world a place where racism is one of the major social issues. His influence is not only in black people but also in minority group in the world. Martin Luther King Jr is celebrated for he sowed the seeds of healing and hope in United States. His leadership was courageous, truthful, and compassionate of dignity and humility. He advocated for forgiveness, unconditional love and nonviolence element that most of the successful leader in the world today have adopted. His expression in the dream of America has in itself a lot to copy. He emphasized multiracial nation bound by justice, peace and reconciliation. His holiday is very significant in the American unity. There is not other day that brings all races together in a vibrant spirit of togetherness. The Hispanic, African Americans, Native Americans and all other immigrants feel they are part of the Luther’s dream on America. He had a vision on the world that its people and nations will overcome poverty, war, racism and violence. He had a vision on ecumenical solidarity which implied that all faiths have a significant contribution to the beloved society. His life and thoughts have also had an influence to many people in that his endurance in threats and beatings for the sake of the freedom for others. (Rev King Holiday) In education, he influenced sociology. He was an advocate of non violence reconciliation and unconditional love perspectives that can be applied in solving social conflicts. His emphasis on â€Å"what is the most loving way I can resolve this conflict? † in solving problem is the most diplomatic method that many nations have applied in solving their differences. He prompted love to all mankind. In his holiday Americans take that opportunity to help the unfortunate the sick and the poor in their society. His life is also significant to the Christianity way of life. It emphasized the love of God and the love for your neighbor as the greatest commandment. He was food of quoting the Bible and almost lived a perfect way. Jesus Himself died for the good of the people to set them free from their sins. Martin Luther’s died in the war for freedom of his people. He has influence many non-Christians to join the faith and also many Christians to imitate his strategies (The Struggle Begins) The election of Barrack Obama as the president of the United States is a reflection of Martin Luther King fight against racism in the US. It is an evidence of the extent the United States people have reached in race relation. It reflects Americans citizen’s decisions not on the color of the skin but on the content and characters of its leaders. Obama’s appointment can be described to be a fulfillment of King’s dream. He expressed his hopes in an equitable society and appealed to the moral consciousness of Americans. It is under this inspiration that the American voted in. Obama’s win was also on caution to those amongst the American who are still in racism ideologies. King’s influence will continue as such racist are now likely to reform making US a racism free society. (Zaid) Martin Luther king Jr was a young man who has influenced a lot of young men around the world. He worked tirelessly to fully realize his potential despite the challenges he came across. Unfortunately he was assassinated. His life has been a challenge to many youth who are vulnerable in loosing hope. His life is a testimony implying everybody can succeed in all areas in life. The ideology that the more one is aged the more successful is a thing of the past. Many youths have exploited their talents and have really succeeded under king’s inspiration. They are evident in sports, entertainment, politics, business and education. He emphasized on moral consciousness a concept that when adapted, one can refrain from civil disobedience reducing violation through drug abuse and other crimes. For any society to succeed in all dimensions of life, it must observe equality, be moral conscious, obey the civil rights, and use friendly strategy in solving conflicts. These were the king’s major advocacies. He is a significant icon in the United States success. Therefore, his strategies should be used all over the world in foreign and domestic polices. His thoughts and strategies can be effective in solving many conflicts around the world. Nation-nation conflicts may be resolved using a more friendly and diplomatic strategy. Domestic violence especially in African communities may be solved without violation of human rights and civil rights. Even as Kings influence continue to be felt all over, even as his dreams start fulfilling a lot need to be done to address the uncovered issues that still oppress the minority and the poor. He fought for civil movements and who should in turn continue challenging the violators of justice. Work cited: Roof, C. W.World Order and Religion: SUNY Press, 1991: 113 115 Bruns, R. Martin Luther King, Jr: A Biography: Greenwood Publishing Group, 2006: 1 143 Rev King Holiday. Martin Luther king. Retrieved on Monday, December 08, 2008 from, http://www. theholidayspot. com/martin_luther_king_day/meaning. htm Zaid, I. Dr. Martin Luther King, Jr. , Barack Obama, and the Fate of America. 2008. Retrieved on Monday, December 08, 2008 from, http://www. newislamicdirections. com/nid/notes/dr_martin_luther_king_jr_barack _obama_and_the_fate_of_america/ The Struggle Begins. Lecture 25 Martin Luther Kings. Retrieved on Monday, December 08, 2008 from, http://www. wfu. edu/~matthetl/perspectives/twentysix. html

The concept of the hybrid manager

The concept of the hybrid manager 1. Introduction In this paper, I carefully examine the concept of the hybrid manager by looking at various sources from reliable academic literature mainly books and partly journal article. The purpose of this paper is two-fold. First I examine the concept of the hybrid manager as it was conceived and then evolved. Further, I see to what extent this concept is still relevant for the present business activities and how far in the future it can be taken. I conclude the paper by synthesising all the sources used and by evaluating the topic with my own analysis. 2. Literature Review The concept of hybrid manager seems to have evolved in the business management literature of the UK (Harrison, 1996). The concept caught the attention of the business academics and scholars in the late 1980s. There are a number of websites and links that talk about various directions of this concept today. However, when it comes to academic sources, the literature is quite extensive but does not equate with what is found in terms of websites and web links. Going through Skyrme (2001) is one best account given on the evolution of the hybrid profession. Skyrme devotes considerable portion of his book on taking the matter of hybrid manager at length. As such, the writer defines that the hybrid manager is a person who has the skills to manage the matters of information technology as well as the knowledge of managerial matters. The writer also provides the names of the two persons who, to his analysis, are responsible for the creation of this concept. These are, as noted by Skyrme (2001), Keen and Earl. Whereas Keen gave this term in 1988, Earl is the one who developed this concept to a great extent by highlighting important responsibilities and functions of the hybrid manager in the organisational structure of the times to come. Skyrme (2001) also notes that it was in the wake of the last decade of the 20th century that the need for the hybrid manager was felt by the business world. Therefore, to Earl (as noted by Skyrme), the hybrid manager is a find amalgamation of technical know-how of information technology matters and carries a sound knowledge of managerial matters. In what follows, Skyrme notes that there is generally a lack of complete understanding of this concept in the business organisation and so the relevant stakeholders (academics, teachers, business executives, and so on) should first realize what the term hybrid manager stands for, that is, what it actually entails. Only then should they move ahead in trying to see the possibilities of making use of such a person in business (pp. 430-451). Moving ahead to explore deeper meaning of our topic, we find some other useful sources that broaden this concept and critique it at length. For instance, the literature informs that it was in the 1990s the true need of a professional like the hybrid manager was felt in the business world. The key motives are reported to be intense global competition which was mainly fuelled by technological changes in the entire world. This caused a number of new technologies to play a decisive role for the market growth and the survival of a company anywhere in the world. A number of companies cut their human resource so as to save business cost. The cut in the job required new human resource who could do more in the previously laid out jobs. Another reason which is seen as the catalyst of hybrid managers concept is that the competition was triggered fast by a number of big business giant emerging from the Asian market (China and India, etc.) and they took the entire world by storm. Some other limit ations in the structure of the business organisation were also notably making demands for new careers and jobs. Therefore, all these needs, demands, and challenges paved the way for the corporate world to ask for professional who could provide sound assistance in matters of information technology while at the same time could deal with managerial issues. If one single person could do both the jobs, a number of companies saw it beneficial for them in the areas mentioned just above. Thus, the hybrid manager became the word of the day and it was this time around that this concept obtained more and more attention by business personnel, academics, and other stakeholders alike (Currie Glover, 1999, 420-432). Reviewing more literature is even more productive to understand the intricacies of the hybrid manager. Now when the background of the term and the business conditions of the world are now put across giving us a clear picture of the concept of the hybrid manager, it seems important to look at other sources that view this concept differently, that is, differently from the basic concept and relating it more to the present day context. It can be clearly seen that this set of literature falls under the heading of criticism of the original concept of the hybrid manager. Thus, in this regard, Tansey (2002) provides a very thorough critique of the earlier models of the hybrid manager. The author expands it into three broad areas that require there essential characteristics in the hybrid manager as it is needed today. These are one area of their competences, which is divided into four further branches: (i) hybrid managers business know-how; (ii) their knowledge specific to an organisation the yre working in; (iii) their knowledge of IT, and (iv) their managerial skills. The other concretises the competences, that is, the outcomes that would come from the required competences in the hybrid manager. For example, with sound business knowledge, the hybrid manager will know basics of business, and would function according to them by understanding the requirement of a specific firm. The last area is the critical ability of the hybrid manager, that is, when with a specific competence, what critical insight that hybrid manager has to have. This combination of the further developed concept has been illustrated in the table below (borrowed from Tansey, 2002). It is this model that now seems to occupy more of the business management literature. There are quite a few authors who have expanded even this model according to their own critical insight. There is also now a more realistic picture of the hybrid manager being realised in connection with the present world. For instance, Grembergen is one author that claims that as the 21st century grows old, the hybrid manager will become more of a need of the business world. The major reason to this author for this growth in the demand of the hybrid manager is the tendency to decentralise information systems of the business world; this decentralisation would certainly require a professional who can propel two oars together: one of the management and the other of the information technology. In the future, this will be a very critical expertise of the hybrid manager because management and IT would be walking hand in hand. Hence, it will be very difficult to align these areas if they are run separatel y by two departmental heads: i.e. one manager and the other is IT coordinator. The author emphasizes this observation by highlighting the fact that coming days are the ones in which the world will be more sophisticated knowledge management base. This base can be effectively handled by the people with more expertise and new skills. The key player in the knowledge management will be the further sophistication of technology and systems brought chiefly by the developments in the information technology sector. Hence, newer professions will certainly be required. And in our case the hybrid manager serves for this purpose (pp. 253-260). 2.1. Critical Evaluation of the Literature At this point, it is important to critically view the above literature to reach a plausible evaluation of the fact that if the hybrid manager is needed in the future or not. The above literature clearly relates that the hybrid manager is a concept that came into existence mainly because of the development in IT sector and its growing link with matters of management. This is clear evidence that in the future, the role and need of the hybrid manager will be more in demand than it is at present basically because of the fact that it is the 21st century that is seen a remarkable time for the growth of the IT sector and technological advances related to it. Moreover, the sources, almost all from the recent years, continue to show that there is more and more emphasis in the development of the concept of the hybrid manager. The recent sources attempt to criticise, evaluate, and expand the concept of the hybrid manager. This is further evidence that the concept is well into the process of dev elopment and that this process is more likely to mature as the present century enters its second decade. Hence, at this point in the paper, there is strong evidence that the hybrid manager is the need of the 21st century and so this concept will develop into more sophistication. In the following sections, I look at this concept in more detail by exploring other related area to find out if there is similar evidence available. 3. Hybrid Manager in the Knowledge Management It is important to note that the concept of the hybrid manager has been addressed differently by writers who belong to different disciplines of academia and research tradition. For instance, although the concept of the hybrid manager does exists in relation to the knowledge management, the concept is looked at differently by Grossman (2007). This author sees the hybrid profession being so attached to the concept of the Knowledge management that it is not possible to separate the two. The reason for this observation is presented by the author in that today knowledge management has not only survived but has also told us that it is going to stay here for quite a good deal of time. The author states that knowledge management is not about managing information systems and business issues related to it. Indeed it is a fluid that needs to be taken into consideration as a whole which incorporates factors like intense global competition, evolution of the market into knowledge economy, and cons equently, competitive advantage coming out of these factors to those who will be abreast with these challenges. Henceforth, to operate in the world of future, in the presence of the knowledge economy variables, it is important to produce workforce which is able to handle such challenges. The hybrid manager is one individual who is going to fill a major gap in the demands of the future. The authors notes that they hybrid manager to perform in the knowledge management and knowledge economy will have to have (i) skills to network and team up with people, (ii) higher analytical skills, (iii) managerial knowledge, (iv) organisational skills, (v) skills to process fast flowing information, (vi) skills to deal with information technology needs. This profession, according to the author can be regarded as the KM professional (p. 32). But the author further notes that this is a development of the previously held concept of the hybrid manager. The author notes that as the need to understand th e challenges of globalisation and other related forces has increased, the need to develop more and more such professionals as can deal with these matters has also increased. 4. Hybrid Manager in New Business Climate There are sources in the management literature which shed light on the challenges that we might confront in the changing climate of the global business environment. Barta at el (1999) expand the concept of the hybrid manager in this very context by relating it to major areas of business organisation. The writers note that although the CEOs of companies do have a key role to play in the functioning of their organisations, they cannot perform all the major actions. Hence, they need functional personnel who could take the business side by side with the CEOs. These functional managers are also in a better situation to work as hybrid manager because their position allows them to have hold of quality information; they can synthesise this information with their area-specific knowledge of management, for example in accountancy, production, and so on, and can make the most use of this synthesis by their developed skills in the information technology sector. They further inform us that tomorro ws time will require the hybrid managers to work in a number of areas where they will be mainly performing the functions of understanding the challenges and opportunities of information technology within that contexts; at the same time they will be required to analyse these challenges and opportunities in favour of their organisation; they will also be required to take initiatives to address the risks involved in the decisions they make. Henceforth, this is something that needs to be expanded by the time so that future challenges can be appropriately addressed (pp. 80-83). Barta at el (1999) also point out to the fact that if the role of the hybrid manager is seen in this scenario, the situation will be more benefiting for the organisations because this approach will have to ensure that the hybrid manager has sound information technology knowledge which they could employ with their managerial knowledge. These two factors will enable them to have better interpersonal skills; they will also be possibly able to better understand and deal with the strategic demands of the business company they are working for. Moreover, all these characteristics combined in one individual, they will ensure to carry with them a broad vision to ensure effective use is made of the information resource available from both internal sources and external business partners (p. 83). The hybrid manager of the future business world will also be someone who will have strong command over the conceptualization of IT related needs of the company; the individual will also be mapping out t hese needs and how these can be sufficiently realised to increase the profitability of the company along with other areas of development. Another important arena in which the hybrid manager is expected to play their role in the future business market is their ability to develop ways in which their organisations can move forward to learn new patterns of knowledge still based on the information technology factors. This professional will acquire this goal by closely monitoring the scene of developing technologies, how these relate to organisational and managerial matters, and how these can be learned in the best time for the best results (pp. 80-83). Eventually, looking at the role of the hybrid manager through the analytic lens provided by Barta at el. (1999), it is plausible to arrive at the consensus that the hybrid manager is someone to stay long in the days to come. The professional will not only have a major role to play in the business functions of the future economy; this perso n will also have their role expanded into various areas of business world. 5. The Current Perspective on the Hybrid Manager According to the very current sources, there is evidence that the concept of the hybrid manager is still in the process of development. It has been also interpreted different in different countries. The major essence of the concept is more or less similar. According to Chew and Gottschalk (2009), today it is important not only to understand what the hybrid manager does and also what this individual does not do, that is, it is important to clearly define the roles of the hybrid manager so that the professional productivity of this individual can be attained to the maximum. Elaborating further on this area of concern, Chew and Gottschalk note that at present the term hybrid is being with a number of management- and IT-based applications, functions, and concepts which may be confusing the student of management. They define this case by giving example of the hybrid manager as different from hybrid users. They state that this distinction is very important to understand otherwise the real essence of the hybrid manager can be even lost to great damage to the organisation. Therefore, whereas, according to the authors, hybrid users are the people who work in an environment which is fundamentally user-control computing; these people readily join together their technical skills and knowledge with the business literacy required to fulfil their primary role. One the other hand, the hybrid manager is someone who does need to have technical knowledge and skills, adequate business literacy, as well as a third important characteristic: that is, organisational astuteness that allows a manager to make business-appropriate IS use. This third dimensional feature of the hybrid manager also enables the individual to carve out new grounds on which the future of their company depends. Another very important distinction drawn by the writers is their analysis of the present day organisational patterns. They state that today it is easily noticeable that organisations can develop the hybri d users through a properly set criterion. However, they find it very difficult to point out any such criterion for the hybrid managers training and development. This in part also informs us that the hybrid manager is someone not found commonly and who is still needed in todays challenging business environment (pp. 330-337). 6. Conclusion and Discussion In this paper I have conducted an in-depth examination of the relevant scholarly sources to understand the concept of the hybrid manager. It was also demonstrated that the concept has evolved over time and the factors that have been present in the evolutionary process of the concept were also closely examined. It is revealed that though the concept of the hybrid manager was realized in the late 1980s and was considerably developed in the 1990s, the concept is still very much useful in the twenty-first century. The first part of the paper is thus linked to the second part of the paper which informs us how and through which stages the concept of the hybrid manager is still so effective in the 21st century. It is mainly because of the persistent growth in the IT-based development in the world, and the growing challenges of the international business climate that the need for the hybrid manager is still increasing. The very recent sources examined also demonstrate that there are still is sues present in educational, training, and practical domains for the hybrid manager. However, there is strong evidence that the concept does exist in the very present time and that it is very likely to continue to prosper in the longer run as long as the information technology is growing, and globalization remains forceful for the business world over. In conclusion, it can be stated that the future for the hybrid manager requires in-depth understanding of the roles of this professional, its core and functional capabilities, the issues for training and education, and how to benefit more from this post in the middle of newly felt changes in the world. Having said that, it is also important to understand that the concept of the hybrid manager is now not confined merely to the UK, US, and Europe or other technologically advanced countries like Japan; in fact, the developing world is also putting efforts to produce the home-grown hybrid manager (Spremic and Strugar, 2002). Additionally, it is important to note that major challenges for the development are also quite many, but more fall in the category of training and education of the hybrid manager of the future (Morrell, 2004). References Barta, B. Z., Tantall, A., Juliff, P. Place of information ethnology in management and business education. 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