R.R.Donnelleys Marketing and Sales Case Study Example | Topics and Well Written Essays - 1250 words

R.R.Donnelleys Marketing and Sales - Case Study Example A consistent revenue growth resulted in an augmentation of its total revenues from $4,247.2 million in 2002 to $9,316.6 million in the year 2006 (Company Report 2). The Company enjoys a highly diversified customer base. However, in the preceding years, the cash flows of the company plummeted from $947.5 million in 2005 to $903.5 million in the year 2006 (Company Report 2). There is no denying the fact that a few key acquisitions like Office Tiger, Banta Corporation, Perry-Judd's Holdings and Von Hoffmann has enhanced its customer base and product portfolio (Company Report 3). The newly emerging threats in the form of rising raw material prices, the current economic meltdown and technological advances have certainly influenced all the functional aspects of R.R.Donnelley, including marketing and sales (Company Report 3). The current sales activities of R.R.Donnelley are focused around pursuing a balanced strategy towards capital deployment, thus allowing it to maintain "investment grade credit metrics and substantial liquidity (Business Wire 1). Most of the new companies acquired by R.R.Donnelley had a much lower operating margin then what R.R.Donnelley managed to achieve after acquisition (Business Wire 3). The entire thrust of the company has been on retaining a strict financial discipline and ushering in innovative approaches for enhancing productivity that is expected to have a direct impact on the sales. Th The things are expected to improve even further in the times to come. The net sales in the second quarter of 2008 were $2.9 billion, an impressive 4.6% more as compared to the second quarter of 2007 (Business Wire 4). The company is also focusing on ensuring the right product mix and following a competitive pricing policy (Business Wire 4). In fact, R.R.Donnelley has managed to strike a significant sales increase in logistics services and a noteworthy volume augmentation in direct mail, stock products and digital solutions, though this was diluted to some extent by a slight fall in financial printing, commercial print and forms (Business Wire 5). The company is methodically resorting to evaluating the business performance and management effectiveness pertaining to its sales activities on a regular basis. The marketing strategy of R.R.Donnelley has been historically based on aggressive innovations, customization, acquisitions, consolidations and collaborations so as to furnish a consummate product portfolio to its customers. Besides, since the last ten years, R.R.Donnelley has been at the forefront of accommodating the latest technological options and innovations and to incorporate ecommerce accessibility portals to reach to a wide customer base. Such an approach definitely creates a brand perception of R.R.Donnelley being a versatile and techno savvy service provider extending highly competitive price options. This versatility and adaptability of R.R.Donnelley has enabled it to be a success even in today's trying times. Some salient examples of R.R.Donnelley's flexible and imbibing approach will certainly make things more clear. As far back as in 2005, R.R.Donnelley came out with its Pipeline (SM) Project Management and Tracking Tool that allowed its customers an enhanced control over their multiple pre media projects while marketing their products and services. Recently, in

Business Essay Example | Topics and Well Written Essays - 1250 words - 2

Business - Essay Example In addition, he terminated a central IT steering committee and replaced it with another new structure that pushed IT investment decisions to the line organizations. However, these operations were coordinated by the centralized IT organization. A web based service system (Cisco.com) was the primary style in use at the network level so as to spread company’s operations all across the globe. At the data level, the company employed a client-funded-project (CFP) system. This system mainly strengthened each function to control its own IT budgets. The company’s IT department enabled easy integration with acquired business organizations. To conclude, Cisco spent whatever needed on IT aiming at the operational efficiency of the organization. 2. Cisco faced many difficulties with its internal IT by 2001. The September 11 terrorist attacks and resultant internet bubble burst greatly added to the technology failure in Cisco. Lack of common order-status tool was the man issue that c aused severe issues with Cisco’s internal IT. Although, the company had nine different order-status tools at the end of 2001, none of them were providing the desired outcomes. Therefore, the company pumped more and more money toward the development of such customized tools. However, it was necessary to have some efficient customized tools so as to instantaneously check the order-status while interacting with the customers. Therefore, each company business leader separately paid to get some efficient tools that looked up data about customer orders. â€Å"As a result, each of the tools pulled data from different sources that used different definitions for key terms† (Mac Fee et al, 4). This situation caused some confusion in the organization since the multiple databases created conflicts in order-status reports. It was also observed that IT decisions were made without practicing centralized group checking for conflicts and redundancies. Similarly, lack of centralized pla nning was another major problem that had intensified Cisco’s internal IT difficulties. In the case of ERP system also, many groups had built specialized tools. Hence, the Cisco faced many difficulties to upgrade a newer version of the ERP system as it necessitated the disablement of a number of custom interfaces. As a result, the ERP system did not help more in this situation. 3. The Business Process Operating Committee (BPOC) was a cross functional decision making group established by Cisco in late 2002. This committee included major persons at the helm of affairs of the Cisco. The major objective of this group was to set and drive corporate priorities for the company. The BPOC management team mainly focused on its enterprise-wide productivity. As stated in the given case (7), so as to facilitate this function, the BPOC’s leadership dealt with formulation of key operational policy decisions, alignment of similar initiatives across the company, development of Ciscoâ₠¬â„¢s corporate business process framework, and enforcement of decisions with attention to execution and accountability. It must be noted that the BPOC was not established for funding the economic operations of Cisco. On the other hand, its main intention was to provide effective recommendations for the Cisco’s management regarding the company’s IT spending. The BPOC had a precise authority over the company operations since it dealt with projects that were

Reviewing The Effectiveness Of Uk Drug Policy Criminology Essay

Reviewing The Effectiveness Of Uk Drug Policy Criminology Essay This paper argues that a meticulous review of the effectiveness of UK drug policy is urgently needed. Policy as contained in the Misuse of Drugs Act 1971 (the MDA), Drugs Act 2005, Medicines Act 1968 and strategy document Drugs: Protecting families and communities]   is currently in a state of disrepair. The question suggests a contemporary over-influence of rhetorical bases in policy formation and evaluation, to the detriment of a frank review of its actual effectiveness, however I am unconvinced this artificial annexation of such broad notions will forge the more effective drug policy to which the question also refers. Rather, I propose that these notions describe the many authorities manipulated and dovetailed to produce and justify a much wider policy model. And it is this model, and the weight given to those authorities that currently hinders the effectiveness of the UK drug policy and deserves review. I call into question the way in which our current system is criminalised v ia the implementation of the MDAs class system, limited to non traditional drugs, and based on control as justified by rhetoric. I propose a more appropriate direction in the adoption of an evidentially based harm reduction model, in line with the home offices most recent policy. 2. UK Drug Policy In order to explore the necessity for a rigorous evaluation of the current UK drug policy; one must gain a comprehensive understanding of what the contemporary policy actually is, and why.  [2]  This can be demonstrated most thoroughly and accurately through a brief analysis of some of the most important policy models affiliated with our domestic drug policy. Through extrapolating the wider reasoning behind our current system I hope to decipher the influences on policy decisions and where the weight imposed on such factors is unsatisfactory the balance should be changed. 2.1. Medicalization A timeline stretching from the nineteenth century keynotes the first defined drug policy of full medicalization at the end of the century.  [3]  This stance places drug users within a medical paradigm, seeing addiction as a disease.  [4]  Whilst this ideology can still be seen as a strand within medicinal interactions with problem drug users, in terms of treatment and the Medicines Act 1968; it no longer works as the basis of domestic strategy. 2.2. A War on Drugs Nixons 1973 use of the metaphor of warfare in relation to drug policies has since seen the USA [wage] an ever-escalating war on drugs.  [5]  This has impacted the UK, where it is argued that criminal law and arguments of morality are deeply embedded in UK drug policy,  [6]  evidenced through a movement towards a largely American-inspired prohibitionist approach in post war years, simply echoing the Pharmacy Act 1869s earlier quasi-medical control of certain substances.  [7]  And I argue that this prohibitionist control still underpins UK drug policy today;  [8]  framing contemporary strategy documents.  [9]  My research suggests this ideology that has lead to drug policy becoming crime-focused to an extent that it can be viewed as distinctively and substantively different in the twenty first century.  [10]   2.3. Criminalisation Academics have noted that the home office has used its influence to try to push Britain towards a system similar to that of the USAreliant solely on control measures.  [11]  With the MDA regulating drugs using a complex legislative framework revolving around the criminalisation of a band of illicit drugs focussing on penal control, apparently based on risk assessment of the harms these drugs cause to the exclusion of traditional drugs such as alcohol and tobacco.  [12]  This was compounded further by the Drugs Act 2005 placing law enforcement and crime reduction [as] central features of the agenda, working alongside the MDA in criminalising the activities surrounding certain drugs.  [13]   The government has maintained that this fundamental purpose of providing a framework within which criminal penalties are set is correct, compounding the overwhelming priority of criminalisation in the current drug policy.  [14]  I argue this undermines current drug strategy aim to reduce the harm that drugs cause to society, to communities, individuals and their families.  [15]  Gower has expressed a deep concern regarding this over-reliance on criminalisation as the means of control, arguing that it lacks a clear grounding in evidence, and it does not achieve its objective to reduce the misuse of drugs.  [16]  This criticism coming from a strong academic feeling that criminalisation seems to define our current definition of the drugs problem, with critics calling into question this nonsensical and unjustified focus on punishment and enforcement.  [17]   2.3.1. Why has the drug-crime link come to be the principal lens through which the drug problem is viewed today?  [18]   The governments criminalisation of drug use is validated by suggestions that drug use and crime are linked in some way;  [19]  as demonstrated by the home office website.  [20]   This contemporary obsession with the drug crime link,  [21]  refers to a belief that the drug trade is linked to serious organised crime.  [22]  Officials argue that the coincidence of drugs and criminal activity can be understood through a theory of causation, and remains a key strand in current drug policy. However, this long history of exaggerated claims has been damned by experts, recognising that whilst there are links; it is surprisingly difficult to show that any of the commonly misused drugs directly cause any behaviour.  [23]  A number of studies have identified only vague correlations,  [24]  with limited evidence showing any causal connections between drugs and crime, somewhat questioning any conviction that drugs cause crime.  [25]  The perceived drug clime link is simply a rhetorical justification of the criminalisation of policy direction, lacking any real evidential strength.  [26]   2.2.2. The Role of the Media Consultation papers work as a key resource in the governments current evaluative process.  [27]  However, public opinion and thus their responses are fundamentally manipulated by the media. Newspapers work in many ways as a talking shop for politicians to inform much of what we know, or think we know, about crime; with careful choices by such outlets triggering a variety of public responses.  [28]  Schlesinger et al assert that media representations are a key moment in the process whereby public discourses concerning crime and justice are made available for general consumption.  [29]  Thus, in consultation papers recognised as conversations with the public and the limited existing form of evaluation medias interpretation is likely to implicate subsequent responses; somewhat negating the productivity of consultation.  [30]   Distorted media presentation of substances can influence popular belief about their harmfulness, which then directly implicates change in drug policy; with clear inconsistencies between reality and reports.  [31]  Mannings commentary on ecstasy depicts how a series of well documented media-led moral panics can lead to an evolution of the governments policy, based on individual tragedies and anecdotes rather than rational analysis of evidence and pragmatic public health responses.  [32]  The rushed classification of Mephedrone recently echoed this to the letter.  [33]  Whilst it denies reviews react to media attention,  [34]  I argue that through sacking David Nutt following such pressure,  [35]  government showed [its] willingness to [bow] to public mood, feeding policy with rhetoric.  [36]  I assert that this amplified role of media in the formulation of drug policy forges political moves driven by people pleasers, rather than evidence. 2.3.3. The role of ACMD The Advisory council on the Misuse of Drugs (ACMD) is a statutory body which aim[s] to advise the government on drug policy and treatment  [37]  . However, its validity is questionable. Firstly, ACMD has a statutory duty to consider both medical and societal harms when making recommendations,  [38]  with a number of factors feeding into decisions, including unconvincing theories, the media, culture and what the public is thought to think  [39]  . Secondly its remit seems to be restricted to those substances the government are concerned with notably excluding alcohol and tobacco. And finally, when scientific bodies bring evidence at odds with governmental direction; it is disregarded.  [40]  Despite Professor Wiles assertion that the Government does not interfere with the independence of the ACMD and that ACMD have freely decided not to advise them about traditional drugs,  [41]  their ambit is limited to illicit drugs, because their advice intended to be indepen dent at present, depends on government policy, not just scientific evidence. ACMD is forced to be political in nature; used as puppets of government in its attempt to legitimize a framework that simply does not correlate with the statistical evidence experts propose.  [42]   2.4. Cultural prejudice The government itself notes that the distinguishing factors regarding the illegality of drugs are based in large part on historical and cultural precedents  [43]  . Politicians are it would seem unwilling to tackle traditional drugs, simply because it would conflict with deeply embedded historical tradition and tolerance.  [44]  Safe.Sensible.Social promotes a sensible drinking culture rather than the prohibition of alcohol,  [45]  which is of stark contrast to any policy regarding what are regarded as illicit drugs. The reasoning for this polarity is defended though the social acceptability of alcohol and tobacco; which are void of any scientific basis.  [46]  This method of distinction questions the validity of our drug policy; emphasising how arbitrary the nature of the way in which we currently decipher which drugs fall within the ambit of the MDA really is.  [47]   2.4.1. Traditional Drugs Because of a preoccupation with illicit drugs in recent decades there has been, until relatively recently, much less discussion on alcohol. This is changing.  [48]  The government has introduced two alcohol policies, the most recent being Safe.Sensible.Social in 2007, however health professionals who had pressed for the alcohol strategy were critical of it when it appeared in 2004 and the 2007 review was thought to be little better.  [49]  Whilst the government discredit direct comparisons between illegal drugs and alcohol as inappropriate,  [50]  the evidence brought to government by the Health Select Committee covering a huge breadth of harms concludes that England has a drink problem.  [51]  Comparisons are appropriate and necessary. WHO deduces that two million deaths are caused by excessive alcohol consumption world-wide each year, with it being responsible for 11% of the total disease burden in Europe.  [52]  Alongside this, 90% of all drug related deaths ar e attributed to alcohol and tobacco.  [53]  In addition there are arguments of a strong correlation between binge drinking and offending,  [54]  even satisfying the flimsy drug-crime link precedent of the MDA. The governments response that the classification system under the MDA is not a suitable mechanism for regulating legal substances such as alcohol and tobacco;  [55]  is met with criticism of their complacency in the face of the seriousness of our current predicament.  [56]  Nutt expresses that it is this omission from the classification system that, perhaps more than any other, truly lays bare its fundamental lack of consistency, reasoning or evidence base.  [57]  If classified under any realistic assessment of toxicity, addictiveness and mortality rates both drugs would certainly be criminalised and prohibited under the current system  [58]  . There is a clear presumption; were alcohol introduced today it would be classified and criminalised.  [59]   2.5. Political rhetoric is far removed from the reality  [60]   The governments use of broad definitions, reliance on rhetorical justifications and a seemingly unconvincing distinction of legal and illegal drugs despite their harms, leads us to a strange statutory framework which legalizes drugs alcohol and nicotine that are equally, if not more, addictive and cause more death and ill health thanthe most feared illegal drugs.  [61]   The moral panics constructed by the failure of politicians promises of a drug free world, have lead to claims that the current policy is an embarrassment, unproductive, and based on a band of rhetoric amidst a failing model of criminalisation and penal thinking.  [62]  Whilst both the alcohol and drug policies suggest a dedication to minimizing the harms caused by drug use, the prevalence of tough talk and political posturing has invariably triumphed over common sense, with the key aim of harm reduction lost within the framework of a criminalisation model.  [63]  This clearly calls into question the legitimacy of the advisory council, politicians, and the effectiveness of our drug policy and legislation. 3. A Call for Evaluation The governmental strategy is ad hoc in its foundations, attracting a plethora of criticism regarding the artificiality of the dominant construction of criminality. ACMD suggest that there is scope to explore how effectively the current system is operating,  [64]  and Journalists are led to similar conclusions following indications of the insufficiency of current policy.  [65]  As reports continually conclude, this war on drugs has been a disaster.  [66]  With Boland encapsulating this exasperation in his assessment that the logic of continuing to pour huge amounts of public money into fighting a war that is patently not going to be won must be revisited with a more questioning mind.  [67]  Both scientifically and rhetorically, there are calls for evaluation with an eye to a more effective policy model in which evidential distinctions will thrive. 3.1. The Ambit of Evaluation An evaluation should cover all substances regarded as harmful drugs. Scientists and academics struggle to specifically define what a drug is; mainly retracting back to science with reference to mixtures of chemicals and their effects on users.  [68]  It is fundamentally the mission of the law to draw distinctions, writing laws that draw careful and appropriate distinctions between the permitted and the prescribed.  [69]  The war on drugs has become a war on certain (illicit) drugs, with traditional others such as alcohol and tobacco falling outside of the scope of the draconian enforcement of controls.  [70]  The one obvious basis for distinction between legal and illegal drugs are that illicit drugs are those that create a high risk of harm to the users or others, however even this has been proved to be, inherently flawed.  [71]   3.2. Drugs and Harm: A New Agenda for a New Government  [72]   Although law enforcement has been given a higher priority in recent yearsthey coexist with a quite different line of thinking and action, that of harm reduction.  [73]  An evaluation of the current policy should use an increasingly evidence based approach, with particular regard to the classification of traditional and non traditional drugs within this harm reduction model. If a harm reduction approach is adopted, the policy will work to reduce the harms that result from the misuse of drugs, which waste lives, destroy families and damage communities.  [74]  However, legislations hidden implication of harm reduction is currently insufficient.  [75]  Any such base has been overshadowed in recent decades through the MDAs more prominent regime of classification and subsequent criminalisation of illicit substances.  [76]  Through exploring classification in its present form compared to how it could be improved through using this model, I hope to illustrate how the governme nt could develop strategies which may lead the drug user into less harmful patterns of drug use, rather than simply enforcing the law and punishing wrongdoers.  [77]   4. Drug Classification: making a hash of it  [78]   Despite indications that the current classification system is indefensible;  [79]  the home office has said it has little intention of changing this framework, deciding not to pursue a review of the classification system at this time.  [80]  I counteract that this is a mistake, with the the methodology and processes underlying classification systems inherently flawed.  [81]  As per Forte et al, in a freedom loving society no conduct by rational adults should be criminalised unless it is harmful to others; I argue that a transparent evaluation of the way in which our policy works and should work is long overdue.  [82]   4.1. Policy needs to informed by evidence  [83]   Critics have, in many ways, attributed the failing classification system to it being closed to scientific evidence.  [84]  Many arguing that the MDA simply reflects official perceptions of relative harmfulness,  [85]  claiming that the government routinely cherry picks and spins figuresto give a misleading impression.  [86]  I suggest that this can be remedied through a clearer, more sagacious approach  [87]  . And support the notion that evidence should not dictate all aspects of drug policy, but that clear distinctions need to be made when policy is based on scientific evidence and when it is made on the basis of particular conception of what society should be like.  [88]  Nutt has said that people really dont know what the evidence is. They see the classification, they hear about evidence and they get mixed messages [with the] scientific probity of governmentundermined in this kind of way.  [89]  The public should be fully informed of the basis of the frame work presented to them, and the reasoning behind this. Rhetoric and cultural influences are an important factor in formulating policy decisions and communicating with the public and their impact should not be wholly negated, rather a limitation of rhetorics weighted influence in key decisions regarding the harmfulness of drugs is needed. 5. Policy Consequences Upon evaluation I suggest that the current system will be regarded as outdated, ineffective and in need of a complete regeneration. Whereas at present it seems the ACMD can only recommend prohibition,  [90]  I have not explored, nor will I advocate, the notion of legalisation or indeed the criminalisation of harmful substances. Rather, I suggest such an approach is unproductive, and envisage a two pronged approach; involving the current penal system as just that a system of punishment, running parallel with a more scientifically based approach. 5.1. One Policy In accordance with my discussion regarding the scientific evidence about alcohol induced harm, I believe that alcohol policys separation from the UK drug policy is unnecessary and unproductive. We must fully endorse harm reduction approaches at all levels and especially stop the artificial separation of alcohol and tobacco as non-drugs.  [91]  As it stands, there is no sign that the governments aims to reduce harmful alcohol consumption have been achieved.  [92]  Increasingly strong evidence suggests a long term trend towards the integration of traditional and non traditional drugs.  [93]  And I support a more comprehensive policy that amalgamates drugs and alcohol, using the evidence bases made available to the government to truly work to reduce the harms caused by drug misuse in the UK.  [94]   6.2. Rational Scale Based primarily on the work of Nutt, King, Saulsbury and Blakemore, I am calling for a second scale that doesnt simply masquerade itself as an indication of the harmfulness of drugs; but is an accurate scientific representation of the harmfulness of each drug. This would be decoupled from penalties, to give the public a better sense of the relative harms involved, working as a second pillar to a continued penal classification system, with very little change.  [95]  Transform has supported the pragmatic nature of this scheme, and my research would suggest that many critics would welcome this scientific inclusion,  [96]  offering scientific evidence of actual risks as a way of replacing perceived risk in the classification process  [97]  . A key issue with this approach is the deciphering of what harm actually is, however I propose that this scale would allow for flexibility in the interim period of its existence. Whilst Nutt has criticised the current systems lack of flexi bility,  [98]  he is confident that this modified scale is remarkably robust as data is added to it, clearly opening its doors to a workable and scien

Mobile Advertising : A New Communication Media :: Mobile Phones Cell Phones Technology

Mobile Advertising : A New Communication Media Mobile marketing is becoming the most productive and cost effective medium for reaching a highly desirable demographic. It purposes are numerous : canvassing, building up customer loyalty and of course selling. The mobile phone is a good tool to exchange information with customers with several medium : Small Message Service (SMS), Mini Message Service (MMS), video MMS or internet. Today, it is also possible to pay with your mobile phone and some people think that mobile-phones will replace credit-cards or loyalty-cards in a next future. The mobile marketing is born thanks to a huge development of high-technologies, which allow to have high-performances cell-phones. It is particularly targeted on young people, who use cell phones of the new generation. The market on mobile marketing should reach 150 millions of dollars in 2006 (three times more comparing to 2005). The market will grow very quickly to reach 1 billion of dollars in 2009. Companies such as AvantGO were born, just in order to provide services in terms of Mobile Marketing Advertising and Campaigns. Services provided include a huge database and mobile research surveys. Some major companies trust in AvantGo to build their mobile website : American Airlines or Rolling Stone for instance. Building up customers loyalty : it is common acknowledged that it costs about five times less to build up loyalty with a customer than to find another one. That is why companies have to focus on existing customers. And because they often have a databases with a lot of information about their customers (including mobile phone numbers), sending SMS or MMS is an easy way to reach customers. And when effective, this type of campaign can contribute to significant brand awareness and loyalty, especially for a young demographic. Today most ambitious marketers try to associate a specialist ringtone or wallpaper with their brand. They are convinced that it could spread awareness of their own brand. Canvassing : the method to canvass people with mobile marketing is not difficult. Companies have to buy a cell-phone database or to constitute it by their own, corresponding to their respective targets and then to send a message and/or pictures. They can ad an internet website, a call-centre number. Selling: in Japan and South-Korea it is already possible to pay small bills like restaurants, cinema seats or public transports with mobile phones. The concept is being tested in the USA now.

The Twilight Saga 3: Eclipse Chapter 24. SNAP DECISION

I LAY FACEDOWN ACROSS THE SLEEPING BAG, WAITING for justice to find me. Maybe an avalanche would bury me here. I wished it would. I never wanted to have to see my face in the mirror again. There was no sound to warn me. Out of nowhere, Edward's cold hand stroked against my knotted hair. I shuddered guiltily at his touch. â€Å"Are you all right?† he murmured, his voice anxious. â€Å"No. I want to die.† â€Å"That will never happen. I won't allow it.† I groaned and then whispered, â€Å"You might change your mind about that.† â€Å"Where's Jacob?† â€Å"He went to fight,† I mumbled into the floor. Jacob had left the little camp joyfully – with a cheerful â€Å"I'll be right back† – running full tilt for the clearing, already quivering as he prepared to shift to his other self. By now the whole pack knew everything. Seth Clearwater, pacing outside the tent, was an intimate witness to my disgrace. Edward was silent for a long moment. â€Å"Oh,† he finally said. The tone of his voice worried me that my avalanche wasn't coming fast enough. I peeked up at him and, sure enough, his eyes were unfocused as he listened to something I'd rather die than have him hear. I dropped my face back to the floor. It stunned me when Edward chuckled reluctantly. â€Å"And I thought I fought dirty,† he said with grudging admiration. â€Å"He makes me look like the patron saint of ethics.† His hand brushed against the part of my cheek that was exposed. â€Å"I'm not mad at you, love. Jacob's more cunning than I gave him credit for. I do wish you hadn't asked him, though.† â€Å"Edward,† I whispered to the rough nylon. â€Å"I . . . I . . . I'm -â€Å" â€Å"Shh,† he hushed me, his fingers soothing against my cheek. â€Å"That's not what I meant. It's just that he would have kissed you anyway – even if you hadn't fallen for it – and now I don't have an excuse to break his face. I would have really enjoyed that, too.† â€Å"Fallen for it?† I mumbled almost incomprehensibly. â€Å"Bella, did you really believe he was that noble? That he would go out in a flame of glory just to clear the way for me?† I raised my head slowly to meet his patient gaze. His expression was soft; his eyes were full of understanding rather than the revulsion I deserved to see. â€Å"Yes, I did believe that,† I muttered, and then looked away. But I didn't feel any anger at Jacob for tricking me. There wasn't enough room in my body to contain anything besides the hatred I felt toward myself. Edward laughed softly again. â€Å"You're such a bad liar, you'll believe anyone who has the least bit of skill.† â€Å"Why aren't you angry with me?† I whispered. â€Å"Why don't you hate me? Or haven't you heard the whole story yet?† â€Å"I think I got a fairly comprehensive look,† he said in a light, easy voice. â€Å"Jacob makes vivid mental pictures. I feel almost as bad for his pack as I do for myself. Poor Seth was getting nauseated. But Sam is making Jacob focus now.† I closed my eyes and shook my head in agony. The sharp nylon fibers of the tent floor scraped against my skin. â€Å"You're only human,† he whispered, stroking my hair again. â€Å"That's the most miserable defense I've ever heard.† â€Å"But you are human, Bella. And, as much as I might wish otherwise, so is he. . . . There are holes in your life that I can't fill. I understand that.† â€Å"But that's not true. That's what makes me so horrible. There are no holes.† â€Å"You love him,† he murmured gently. Every cell in my body ached to deny it. â€Å"I love you more,† I said. It was the best I could do. â€Å"Yes, I know that, too. But . . . when I left you, Bella, I left you bleeding. Jacob was the one to stitch you back up again. That was bound to leave its mark – on both of you. I'm not sure those kinds of stitches dissolve on their own. I can't blame either of you for something I made necessary. I may gain forgiveness, but that doesn't let me escape the consequences.† â€Å"I should have known you'd find some way to blame yourself. Please stop. I can't stand it.† â€Å"What would you like me to say?† â€Å"I want you to call me every bad name you can think of, in every language you know. I want you to tell me that you're disgusted with me and that you're going to leave so that I can beg and grovel on my knees for you to stay.† â€Å"I'm sorry.† He sighed. â€Å"I can't do that.† â€Å"At least stop trying to make me feel better. Let me suffer. I deserve it.† â€Å"No,† he murmured. I nodded slowly. â€Å"You're right. Keep on being too understanding. That's probably worse.† He was silent for a moment, and I sensed a charge in the atmosphere, a new urgency. â€Å"It's getting close,† I stated. â€Å"Yes, a few more minutes now. Just enough time to say one more thing. . . .† I waited. When he finally spoke again, he was whispering. â€Å"I can be noble, Bella. I'm not going to make you choose between us. Just be happy, and you can have whatever part of me you want, or none at all, if that's better. Don't let any debt you feel you owe me influence your decision.† I pushed off the floor, shoving myself up onto my knees. â€Å"Dammit, stop that!† I shouted at him. His eyes widened in surprise. â€Å"No – you don't understand. I'm not just trying to make you feel better, Bella, I really mean it.† â€Å"I know you do,† I groaned. â€Å"What happened to fighting back? Don't start with the noble self-sacrifice now! Fight!† â€Å"How?† he asked, and his eyes were ancient with their sadness. I scrambled into his lap, throwing my arms around him. â€Å"I don't care that it's cold here. I don't care that I stink like a dog right now. Make me forget how awful I am. Make me forget him. Make me forget my own name. Fight back!† I didn't wait for him to decide – or to have the chance to tell me he wasn't interested in a cruel, faithless monster like me. I pulled myself against him and crushed my mouth to his snow-cold lips. â€Å"Careful, love,† he murmured under my urgent kiss. â€Å"No,† I growled. He gently pushed my face a few inches back. â€Å"You don't have to prove anything to me.† â€Å"I'm not trying to prove something. You said I could have any part of you I wanted. I want this part. I want every part.† I wrapped my arms around his neck and strained to reach his lips. He bent his head to kiss me back, but his cool mouth was hesitant as my impatience grew more pronounced. My body was making my intentions clear, giving me away. Inevitably, his hands moved to restrain me. â€Å"Perhaps this isn't the best moment for that,† he suggested, too calm for my liking. â€Å"Why not?† I grumbled. There was no point in fighting if he was going to be rational; I dropped my arms. â€Å"Firstly, because it is cold.† He reached out to pull the sleeping bag off the floor; he wrapped it around me like a blanket. â€Å"Wrong,† I said. â€Å"First, because you are bizarrely moral for a vampire.† He chuckled. â€Å"All right, I'll give you that. The cold is second. And thirdly . . . well, you do actually stink, love.† He wrinkled his nose. I sighed. â€Å"Fourthly,† he murmured, dropping his face so that he was whispering in my ear. â€Å"We will try, Bella. I'll make good on my promise. But I'd much rather it wasn't in reaction to Jacob Black.† I cringed, and buried my face against his shoulder. â€Å"And fifthly . . .† â€Å"This is a very long list,† I muttered. He laughed. â€Å"Yes, but did you want to listen to the fight or not?† As he spoke, Seth howled stridently outside the tent. My body stiffened to the sound. I didn't realize my left hand was clenched into a fist, nails biting into my bandaged palm, until Edward took it and gently smoothed my fingers out. â€Å"It's going to be fine, Bella,† he promised. â€Å"We've got skill, training, and surprise on our side. It will be over very soon. If I didn't truly believe that, I would be down there now – and you'd be here, chained to a tree or something along those lines.† â€Å"Alice is so small,† I moaned. He chuckled. â€Å"That might be a problem . . . if it were possible for someone to catch her.† Seth started to whimper. â€Å"What's wrong?† I demanded. â€Å"He's just angry that he's stuck here with us. He knows the pack kept him out of the action to protect him. He's salivating to join them.† I scowled in Seth's general direction. â€Å"The newborns have reached the end of the trail – it worked like a charm, Jasper's a genius – and they've caught the scent of the ones in the meadow, so they're splitting into two groups now, as Alice said,† Edward murmured, his eyes focused on something far away. â€Å"Sam's taking us around to head off the ambush party.† He was so intent on what he was hearing that he used the pack plural. Suddenly he looked down at me. â€Å"Breathe, Bella.† I struggled to do what he asked. I could hear Seth's heavy panting just outside the tent wall, and I tried to keep my lungs on the same even pace, so that I wouldn't hyperventilate. â€Å"The first group is in the clearing. We can hear the fighting.† My teeth locked together. He laughed once. â€Å"We can hear Emmett – he's enjoying himself.† I made myself take another breath with Seth. â€Å"The second group is getting ready – they aren't paying attention, they haven't heard us yet.† Edward growled. â€Å"What?† I gasped. â€Å"They're talking about you.† His teeth clenched together. â€Å"They're supposed to make sure you don't escape. . . . Nice move, Leah! Mmm, she's quite fast,† he murmured in approval. â€Å"One of the newborns caught our scent, and Leah took him down before he could even turn. Sam's helping her finish him off. Paul and Jacob got another one, but the others are on the defensive now. They have no idea what to make of us. Both sides are feinting. . . . No, let Sam lead. Stay out of the way,† he muttered. â€Å"Separate them – don't let them protect each other's backs.† Seth whined. â€Å"That's better, drive them toward the clearing,† Edward approved. His body was shifting unconsciously as he watched, tensing for moves he would have made. His hands still held mine; I twisted my fingers through his. At least he wasn't down there. The sudden absence of sound was the only warning. The deep rush of Seth's breathing cut off, and – as I'd paced my breaths with his – I noticed. I stopped breathing, too – too frightened to even make mylungs work as I realized that Edward had frozen into a block of ice beside me. Oh, no. No. No. Who had been lost? Theirs or ours? Mine, all mine. What was my loss? So quickly that I wasn't exactly sure how it happened, I was on my feet and the tent was collapsing in ragged shreds around me. Had Edward ripped our way out? Why? I blinked, shocked, into the brilliant light. Seth was all I could see, right beside us, his face only six inches from Edward's. They stared at each other with absolute concentration for one infinite second. The sun shattered off Edward's skin and sent sparkles dancing across Seth's fur. And then Edward whispered urgently, â€Å"Go, Seth!† The huge wolf wheeled and disappeared into the forest shadows. Had two entire seconds passed? It felt like hours. I was terrified to the point of nausea by the knowledge that something horrible had gone awry in the clearing. I opened my mouth to demand that Edward take me there, and do it now. They needed him, and they needed me. If I had to bleed to save them, I would do it. I would die to do it, like the third wife. I had no silver dagger in my hand, but I would find a way – Before I could get the first syllable out, I felt as if I was being flung through the air. But Edward's hands never let go of me – I was only being moved, so quickly that the sensation was like falling sideways. I found myself with my back pressed against the sheer cliff face. Edward stood in front of me, holding a posture that I knew at once. Relief washed through my mind at the same time that my stomach dropped through the soles of my feet. I'd misunderstood. Relief – nothing had gone wrong in the clearing. Horror – the crisis was here. Edward held a defensive position – half-crouched, his arms extended slightly – that I recognized with sickening certainty. The rock at my back could have been the ancient brick walls of the Italian alley where he had stood between me and the black-cloaked Volturi warriors. Something was coming for us. â€Å"Who?† I whispered. The words came through his teeth in a snarl that was louder than I expected. Too loud. It meant that it was far too late to hide. We were trapped, and it didn't matter who heard his answer. â€Å"Victoria,† he said, spitting the word, making it a curse. â€Å"She's not alone. She crossed my scent, following the newborns in to watch – she never meant to fight with them. She made a spur-of-the-moment decision to find me, guessing that you would be wherever I was. She was right. You were right. It was always Victoria.† She was close enough that he could hear her thoughts. Relief again. If it had been the Volturi, we were both dead. But with Victoria, it didn't have to be both. Edward could survive this. He was a good fighter, as good as Jasper. If she didn't bring too many others, he could fight his way out, back to his family. Edward was faster than anyone. He could make it. I was so glad he'd sent Seth away. Of course, there was no one Seth could run to for help. Victoria had timed her decision perfectly. But at least Seth was safe; I couldn't see the huge sandy wolf in my head when I thought his name – just the gangly fifteen-year-old boy. Edward's body shifted – only infinitesimally, but it told me where to look. I stared at the black shadows of the forest. It was like having my nightmares walk forward to greet me. Two vampires edged slowly into the small opening of our camp, eyes intent, missing nothing. They glistened like diamonds in the sun. I could barely look at the blond boy – yes, he was just a boy, though he was muscular and tall, maybe my age when he was changed. His eyes – a more vivid red than I had ever seen before – could not hold mine. Though he was closest to Edward, the nearest danger, I could not watch him. Because, a few feet to the side and a few feet back, Victoria was staring at me. Her orange hair was brighter than I'd remembered, more like a flame. There was no wind here, but the fire around her face seemed to shimmer slightly, as if it were alive. Her eyes were black with thirst. She did not smile, as she always had in my nightmares – her lips were pressed into a tight line. There was a striking feline quality to the way she held her coiled body, a lioness waiting for an opening to spring. Her restless, wild gaze flickered between Edward and me, but never rested on him for more than a half-second. She could not keep her eyes from my face any more than I could keep mine from hers. Tension rolled off of her, nearly visible in the air. I could feel the desire, the all-consuming passion that held her in its grip. Almost as if I could hear her thoughts, too, I knew what she was thinking. She was so close to what she wanted – the focus of her whole existence for more than a year now was just so close. My death. Her plan was as obvious as it was practical. The big blond boy would attack Edward. As soon as Edward was sufficiently distracted, Victoria would finish me. It would be quick – she had no time for games here – but it would be thorough. Something that it would be impossible to recover from. Something that even vampire venom could not repair. She'd have to stop my heart. Perhaps a hand shoved through my chest, crushing it. Something along those lines. My heart beat furiously, loudly, as if to make her target more obvious. An immense distance away, from far across the black forest, a wolf's howl echoed in the still air. With Seth gone, there was no way to interpret the sound. The blond boy looked at Victoria from the corner of his eye, waiting on her command. He was young in more ways than one. I guessed from his brilliant crimson irises that he couldn't have been a vampire for very long. He would be strong, but inept. Edward would know how to fight him. Edward would survive. Victoria jerked her chin toward Edward, wordlessly ordering the boy forward. â€Å"Riley,† Edward said in a soft, pleading voice. The blond boy froze, his red eyes widening. â€Å"She's lying to you, Riley,† Edward told him. â€Å"Listen to me. She's lying to you just like she lied to the others who are dying now in the clearing. You know that she's lied to them, that she had you lie to them, that neither of you were ever going to help them. Is it so hard to believe that she's lied to you, too?† Confusion swept across Riley's face. Edward shifted a few inches to the side, and Riley automatically compensated with an adjustment of his own. â€Å"She doesn't love you, Riley.† Edward's soft voice was compelling, almost hypnotic. â€Å"She never has. She loved someone named James, and you're no more than a tool to her.† When he said James's name, Victoria's lips pulled back in a teeth-baring grimace. Her eyes stayed locked on me. Riley cast a frantic glance in her direction. â€Å"Riley?† Edward said. Riley automatically refocused on Edward. â€Å"She knows that I will kill you, Riley. She wants you to die so that she doesn't have to keep up the pretense anymore. Yes – you've seen that, haven't you? You've read the reluctance in her eyes, suspected a false note in her promises. You were right. She's never wanted you. Every kiss, every touch was a lie.† Edward moved again, moved a few inches toward the boy, a few inches away from me. Victoria's gaze zeroed in on the gap between us. It would take her less than a second to kill me – she only needed the tiniest margin of opportunity. Slower this time, Riley repositioned himself. â€Å"You don't have to die,† Edward promised, his eyes holding the boy's. â€Å"There are other ways to live than the way she's shown you. It's not all lies and blood, Riley. You can walk away right now. You don't have to die for her lies.† Edward slid his feet forward and to the side. There was a foot of space between us now. Riley circled too far, overcompensating this time. Victoria leaned forward onto the balls of her feet. â€Å"Last chance, Riley,† Edward whispered. Riley's face was desperate as he looked to Victoria for answers. â€Å"He's the liar, Riley,† Victoria said, and my mouth fell open in shock at the sound of her voice. â€Å"I told you about their mind tricks. You know I love only you.† Her voice was not the strong, wild, catlike growl I would have put with her face and stance. It was soft, it was high – a babyish, soprano tinkling. The kind of voice that went with blond curls and pink bubble gum. It made no sense coming through her bared, glistening teeth. Riley's jaw tightened, and he squared his shoulders. His eyes emptied – there was no more confusion, no more suspicion. There was no thought at all. He tensed himself to attack. Victoria's body seemed to be trembling, she was so tightly wound. Her fingers were ready claws, waiting for Edward to move just one more inch away from me. The snarl came from none of them. A mammoth tan shape flew through the center of the opening, throwing Riley to the ground. â€Å"No!† Victoria cried, her baby voice shrill with disbelief. A yard and a half in front of me, the huge wolf ripped and tore at the blond vampire beneath him. Something white and hard smacked into the rocks by my feet. I cringed away from it. Victoria did not spare one glance for the boy she'd just pledged her love to. Her eyes were still on me, filled with a disappointment so ferocious that she looked deranged. â€Å"No,† she said again, through her teeth, as Edward started to move toward her, blocking her path to me. Riley was on his feet again, looking misshapen and haggard, but he was able to fling a vicious kick into Seth's shoulder. I heard the bone crunch. Seth backed off and started to circle, limping. Riley had his arms out, ready, though he seemed to be missing part of one hand. . . . Only a few yards away from that fight, Edward and Victoria were dancing. Not quite circling, because Edward was not allowing her to position herself closer to me. She sashayed back, moving from side to side, trying to find a hole in his defense. He shadowed her footwork lithely, stalking her with perfect concentration. He began to move just a fraction of a second before she moved, reading her intentions in her thoughts. Seth lunged at Riley from the side, and something tore with a hideous, grating screech. Another heavy white chunk flew into the forest with a thud. Riley roared in fury, and Seth skipped back – amazingly light on his feet for his size – as Riley took a swipe at him with one mangled hand. Victoria was weaving through the tree trunks at the far end of the little opening now. She was torn, her feet pulling her toward safety while her eyes yearned toward me as if I were a magnet, reeling her in. I could see the burning desire to kill warring with her survival instinct. Edward could see that, too. â€Å"Don't go, Victoria,† he murmured in that same hypnotic tone as before. â€Å"You'll never get another chance like this.† She showed her teeth and hissed at him, but she seemed unable to move farther away from me. â€Å"You can always run later,† Edward purred. â€Å"Plenty of time for that. It's what you do, isn't it? It's why James kept you around. Useful, if you like to play deadly games. A partner with an uncanny instinct for escaping. He shouldn't have left you – he could have used your skills when we caught up to him in Phoenix.† A snarl ripped from between her lips. â€Å"That's all you ever were to him, though. Silly to waste so much energy avenging someone who had less affection for you than a hunter for his mount. You were never more than a convenience to him. I would know.† Edward's lips pulled up on one side as he tapped his temple. With a strangled screech, Victoria darted out of the trees again, feinting to the side. Edward responded, and the dance began again. Just then, Riley's fist caught Seth's flank, and a low yelp coughed out of Seth's throat. Seth backed away, his shoulders twitching as if he were trying to shake off the pain. Please, I wanted to plead with Riley, but I couldn't find the muscles to make my mouth open, to pull the air up from my lungs. Please, he's just a child! Why hadn't Seth run away? Why didn't he run now? Riley was closing the distance between them again, driving Seth toward the cliff face beside me. Victoria was suddenly interested in her partner's fate. I could see her, from the corner of her eyes, judge the distance between Riley and me. Seth snapped at Riley, forcing him back again, and Victoria hissed. Seth wasn't limping anymore. His circling took him within inches of Edward; his tail brushed Edward's back, and Victoria's eyes bulged. â€Å"No, he won't turn on me,† Edward said, answering the question in Victoria's head. He used her distraction to slide closer. â€Å"You provided us with a common enemy. You allied us.† She clenched her teeth, trying to keep her focus on Edward alone. â€Å"Look more closely, Victoria,† he murmured, pulling at the threads of her concentration. â€Å"Is he really so much like the monster James tracked across Siberia?† Her eyes popped wide open, and then began flickering wildly from Edward to Seth to me, around and around. â€Å"Not the same?† she snarled in her little girl's soprano. â€Å"Impossible!† â€Å"Nothing is impossible,† Edward murmured, voice velvet soft as he moved another inch closer to her. â€Å"Except what you want. You'll never touch her.† She shook her head, fast and jerky, fighting his diversions, and tried to duck around him, but he was in place to block her as soon as she'd thought of the plan. Her face contorted in frustration, and then she shifted lower into her crouch, a lioness again, and stalked deliberately forward. Victoria was no inexperienced, instinct-driven newborn. She was lethal. Even I could tell the difference between her and Riley, and I knew that Seth wouldn't have lasted so long if he'd been fighting this vampire. Edward shifted, too, as they closed on each other, and it was lion versus lioness. The dance increased in tempo. It was like Alice and Jasper in the meadow, a blurred spiraling of movement, only this dance was not as perfectly choreographed. Sharp crunches and crackings reverberated off the cliff face whenever someone slipped in their formation. But they were moving too fast for me to see who was making the mistakes. . . . Riley was distracted by the violent ballet, his eyes anxious for his partner. Seth struck, crunching off another small piece of the vampire. Riley bellowed and launched a massive backhanded blow that caught Seth full in his broad chest. Seth's huge body soared ten feet and crashed into the rocky wall over my head with a force that seemed to shake the whole peak. I heard the breath whoosh from his lungs, and I ducked out of the way as he rebounded off the stone and collapsed on the ground a few feet in front of me. A low whimper escaped through Seth's teeth. Sharp fragments of gray stone showered down on my head, scratching my exposed skin. A jagged spike of rock rolled down my right arm and I caught it reflexively. My fingers clenched around the long shard as my own survival instincts kicked in; since there was no chance of flight, my body – not caring how ineffectual the gesture was – prepared for a fight. Adrenaline jolted through my veins. I knew the brace was cutting into my palm. I knew the crack in my knuckle was protesting. I knew it, but I could not feel the pain. Behind Riley, all I could see was the twisting flame of Victoria's hair and a blur of white. The increasingly frequent metallic snaps and tears, the gasps and shocked hissings, made it clear that the dance was turning deadly for someone. But which someone? Riley lurched toward me, his red eyes brilliant with fury. He glared at the limp mountain of sand-colored fur between us, and his hands – mangled, broken hands – curled into talons. His mouth opened, widened, his teeth glistening, as he prepared to rip out Seth's throat. A second kick of adrenaline hit like an electric shock, and everything was suddenly very clear. Both fights were too close. Seth was about to lose his, and I had no idea if Edward was winning or losing. They needed help. A distraction. Something to give them an edge. My hand gripped the stone spike so tightly that a support in the brace snapped. Was I strong enough? Was I brave enough? How hard could I shove the rough stone into my body? Would this buy Seth enough time to get back on his feet? Would he heal fast enough for my sacrifice to do him any good? I raked the point of the shard up my arm, yanking my thick sweater back to expose the skin, and then pressed the sharp tip to the crease at my elbow. I already had a long scar there from my last birthday. That night, my flowing blood had been enough to catch every vampire's attention, to freeze them all in place for an instant. I prayed it would work that way again. I steeled myself and sucked in one deep breath. Victoria was distracted by the sound of my gasp. Her eyes, holding still for one tiny portion of a second, met mine. Fury and curiosity mingled strangely in her expression. I wasn't sure how I heard the low sound with all the other noises echoing off the stone wall and hammering inside my head. My own heartbeat should have been enough to drown it out. But, in the split second that I stared into Victoria's eyes, I thought I heard a familiar, exasperated sigh. In that same short second, the dance broke violently apart. It happened so quickly that it was over before I could follow the sequence of events. I tried to catch up in my head. Victoria had flown out of the blurred formation and smashed into a tall spruce about halfway up the tree. She dropped back to the earth already crouched to spring. Simultaneously, Edward – all but invisible with speed – had twisted backward and caught the unsuspecting Riley by the arm. It had looked like Edward planted his foot against Riley's back, and heaved – The little campsite was filled with Riley's piercing shriek of agony. At the same time, Seth leaped to his feet, cutting off most of my view. But I could still see Victoria. And, though she looked oddly deformed – as if she were unable to straighten up completely – I could see the smile I'd been dreaming of flash across her wild face. She coiled and sprang. Something small and white whistled through the air and collided with her mid-flight. The impact sounded like an explosion, and it threw her against another tree – this one snapped in half. She landed on her feet again, crouched and ready, but Edward was already in place. Relief swelled in my heart when I saw that he stood straight and perfect. Victoria kicked something aside with a flick of her bare foot – the missile that had crippled her attack. It rolled toward me, and I realized what it was. My stomach lurched. The fingers were still twitching; grasping at blades of grass, Riley's arm began to drag itself mindlessly across the ground. Seth was circling Riley again, and now Riley was retreating. He backed away from the advancing werewolf, his face rigid with pain. He raised his one arm defensively. Seth rushed Riley, and the vampire was clearly off-balance. I saw Seth sink his teeth into Riley's shoulder and tear, jumping back again. With an earsplitting metallic screech, Riley lost his other arm. Seth shook his head, flinging the arm into the woods. The broken hissing noise that came through Seth's teeth sounded like snickering. Riley screamed out a tortured plea. â€Å"Victoria!† Victoria did not even flinch to the sound of her name. Her eyes did not flicker once toward her partner. Seth launched himself forward with the force of a wrecking ball. The thrust carried both Seth and Riley into the trees, where the metallic screeching was matched by Riley's screams. Screams that abruptly cut off, while the sounds of rock being ripped to shreds continued. Though she spared Riley no farewell glance, Victoria seemed to realize that she was on her own. She began to back away from Edward, frenzied disappointment blazing in her eyes. She threw me one short, agonized stare of longing, and then she started to retreat faster. â€Å"No,† Edward crooned, his voice seductive. â€Å"Stay just a little longer.† She wheeled and flew toward the refuge of the forest like an arrow from a bow. But Edward was faster – a bullet from a gun. He caught her unprotected back at the edge of the trees and, with one last, simple step, the dance was over. Edward's mouth brushed once across her neck, like a caress. The squealing clamor coming from Seth's efforts covered every other noise, so there was no discernible sound to make the image one of violence. He could have been kissing her. And then the fiery tangle of hair was no longer connected to the rest of her body. The shivering orange waves fell to the ground, and bounced once before rolling toward the trees.

Diversity in The Workplace Essay

Diversity has several definitions. According to Schmidle (2010), workplace diversity is a people issue, focusing on the differences and similarities that people bring to an organization. It is usually defined broadly to include dimensions beyond those specified legally in equal opportunity and affirmative action non-discrimination statues. Diversity is often interpreted to include dimensions which influence the identities and perspective that people bring, such as profession, education, parental status and geographic location. If you think of diversity and all of the categories it can be a bit overwhelming. Schmidle did leave out several categories that include age, gender, income level, social status, political views, religion, and marital status. The word â€Å"diversity† has a kind of conflict ring to it but it doesn’t necessarily mean it is a bad thing. Diversity can in fact be a good thing. Schmidle later goes on to discuss some of this positive outcomes of diversity including one of the most important aspects of diversity which is learning new things from others. If we are around the same people everyday that are the exact same and do things the exact same it is hard for people to think outside the box. This paper will discuss positive and negative aspects of diversity focusing on age. It will also discuss other forms of diversity as well. When discussing age diversity it is important to discuss the different categories. Individuals over 60 are considered to be the Traditionalist generation. Individuals in their mid-40’s to 60’s are baby boomers. Those in their late 20’s to early 40’s are in the Generation X category and the most recent generation is Generation Y who are early 20’s or younger (Bell, Narz, 2007). Each one of these groups has been described as having certain characteristics. Traditionalists are defined as having a more traditional  working environment. They typically work 9:00 A.M. to 5:00 but are said to work late and weekends during busy periods if necessary. Traditionalist are also said to be hard working, loyal employees who respect authority. It is typical for wives of this category to have been home with the children while the male is or was at work bringing in the sole income. Traditionalists are retiring from the work force at a steady rate but still remain influential in today’s working environment (Bell, Narz 2007). Baby Boomers are the children of Traditionalists and also thought to have a strong work ethic. A difference between Boomers and Traditionalists is that they are dual-career couples with the women working as well as the men. Boomers are said to question authority and have also been labeled the â€Å"me generation† (Bell, Narz 2007). Generation Xers are the children of Baby Boomers. They have grown up watching their parents working to try and have it all and have been affected by their parents working hard and late hours. They are more family and parent oriented, optimistic and confident. They are said to not have a very strong loyalty to their employer and tend to work for someone that best fits their needs (Bell, Narz 2007). Generation Y are the children of Generation X and are also called the millennials, the internet generation, and also the Echo Boomers. This is due to their computer knowledge and also due to them being one of the largest generations since the Baby Boomers. At a young age they were introduced to different lifestyles and cultures in school. Being that they were exposed so young they tend to have more accustomed to different races, sexual orientation, and ethnic groups. Generation Ys like to be challenged and want flexibility and telecommuting options. They are also family oriented and want to work part time or time off when having children (Bell, Narz 2007). After describing these different groups it is clear there is a difference in attitude, respect, loyalty, goals, and work ethic. Putting all of these individuals in a working environment together would seem like a very bad idea. Schaefer 2010 States: The popular press paints a picture of generational divide at work. Mature workers (Traditionalists and Baby Boomers) are portrayed as loyal and hardworking, but dinosaurs when it comes to innovation and technology. Younger employees (Generation Xers and Millennials) are viewed as innovative, but disrespectful, lazy, and egocentric. Taken at face value, these stereotypes can lead to conflict and turmoil in the workplace. Schafer later describes that this is not the case and actually have more similarities than differences. She also informs the reader that age diversity is a value to our organizations and will be a â€Å"an important component in the divers workforce of the future.† (Schaefer, 2010). What are some benefits and who does it affect? One benefit is respect. By respecting others differences productivity increases which can affect an employee and an organization economically, financially and competitiveness (Green, 2008). By being more productive the company makes more money, which makes it possible for them to be competitive. When a company makes more money it is easier for them to give raises and bonuses. Also when a company has diversity in the workplace it can reduce lawsuits and increase marketing opportunities, recruitment, creativity, and business image (Green, 2008). Diversity is not only positive. It can be if you have the right group of people working but for the most part managers will find obstacles and challenges. When I was managing I always said it only takes one individual to destroy a group’s character and flow. This type of person looks for problems and gets the rest of the group members worked up. Something simple like a gossiper can ruin a group’s charisma. If a group member is racist or not accepting of particular member’s religious views or sex it can also affect the rest of the group (Green, 2008). This can lead to the loss of personnel and effect work production which in turn affects the employees and organization economically, financially, and its competitiveness. Also if an individual is not socially accepting of others it affects the companies view to the customers and shareholders. The chain fast food restaurant Chik-Fil-A has recently announced it does not support same sex marriage. The public exploded with outrage and tens of thousands of people vowed to never eat  there again. If a business employs an individual who voices their discrimination, prejudice, or stereotyping of a particular group the same outcome could happen if left unchecked. I think for the most part we could all agree the older generation was not as accepting to different races, religion, and sexual preference as much as the younger generation is. This certainly does not mean a younger person would not be discriminatory or that all Traditional workers are discriminatory but it is something managers need to understand. Business will typically have a note on discrimination in their by laws or employee hand books that any form whether it be for age, sex, ethnicity, sexual preference will not be tolerated. Colleges employing individuals will have this as well. An example of this is the University of California’s system wide non-discrimination statement: â€Å"It is the policy of the University not to engage in discrimination against or harassment of any person employed or seeking employment with the University of California on the basis of race, color, national origin, religion, sex, gender identity, pregnancy, physical or mental disability, medical condition (cancer-related or genetic Characteristics), ancestry, marital status, age, sexual orientation citizenship, or status as a covered veteran. This policy applies to all employment practices, including recruitment, selection, promotion, transfer, merit increase, salary, training, and development, demotion, and separation. † (University of California, 2011). Having non-discrimination statements like this allows employees, the public, shareholders, and other colleges or competition see discrimination of any kind will not be tolerated at the school. This can help the business have a positive image to all who read it. It is fairly uncommon to find a current business without some form of discrimination statement. The one from the University of California above is very descriptive and most that I have found do not go into this much detail. The University of California also has their Principles of Community: â€Å"We recognize, value, and affirm that social diversity contributes richness to the University community and enhances the quality of campus life for  individuals and groups. We take pride in our various achievements and we celebrate our differences.† (University of California, 2011). These types of guiding principles allows the community and any other readers know the University welcomes differences in individuals. If someone was having any reservations about attending this University or working for them this further assures the individual the University would welcome them no matter how different they are. Age diversity can also affect the way a person is treated. If you think about front-line management, mid-management, senior management you typically vision an older individual at the senior management level, a slightly younger individual at the mid-management level, and again a slightly younger individual at the front-line management level. Does age have to do with getting promoted? If I simply get older will I be promoted? Apparently it does not but it does have a huge impact on getting dismissed. If an employee is more than twenty percent younger than their superior they are more likely to be let go. If the employee is less than twenty percent younger than their superior they are less likely to be let go (Giuliano, Leonard, Leving, 2006). This study shows a superior is much more likely to dismiss someone who is considerable younger than them compared to if the employee is rather close in age. The workforce demographics are also shifting. It has been reported workers in the age group of 55-64 there will be 36.5 percent more compared to 2006. That is a drastic increase. What about those ages 65-74 and employees 75 and up? There is projected an 80 percent increase in both. This means people are working longer and past the retirement age (Schaefers, 2010). This also lets us know age diversity with the Generation X needs to be paid attention to by employers. Many feel we have a solid understanding of this group already while others feel we have been focusing on the Traditional workers more. Whatever the case it is pretty clear employers will need to be prepared to provide for this generation and others who follow. How do we do that? We need to understand how each generation feels and act. Mature workers value loyalty from and to the company. They often few their younger co-workers as not having enough company allegiance. Generation Xers are considered to be loyal to a team, boss, or project but  not necessarily a company. Baby Boomers and Traditional workers may view this as disrespectful and it could cause conflict (Schaefers, 2010). We need to understand the core values of generations. Many values are shared between generations. The Traditionalists raised the baby Boomers. The Baby Boomers raised the Generation X and the Generation X raised the Generation Y. It is easy to understand some of the traits of the older generations have been passed down especially family. It did take some negative steps at times. The traditionalist taught their children to work hard and be loyal. This had a kind of family second effect and the Generation X was affected by this. They are very family oriented and family always comes first. So an employer would need to know that if they plan on keeping Generation X employees around they need to allow them to have flexible schedules and they need to be able to take time off for family(Schaefers, 2010). We need to expand our communication approaches as well with the other groups coming up. The millennial generation is extremely technology oriented and it is very important in their lives. This generation does most of their business through electronics and technology as well as their personal life (Schaefers, 2010). One of the major characteristic an employer should have and should instill on all employees is to show respect to one another. A younger employee does not want to get disrespected for a possible new and out of the box idea just as an older employee doesn’t want to disrespected for doing something the same way for so long. We have all heard treat others like you would like to be treated and it holds a lot of weight when trying to get different generations to work in a cohesive and productive manner (Schaefers, 2010). Productivity is another topic employer and employees are concerned with. Some feel the older workers do not work as hard or are productive as younger employees. Some decide this is true whether or not it is and respond to it. Making comments or speaking to other employees and management about the lack of work is one form. The truth is studies have shown this is not necessarily true in all cases. A three year study was conducted with a hardware chain. One store was staffed with only employees over the age of fifty, while the other five stores were staffed with younger employees. The over fifty store was considerably more productive in major business aspects than two of the other five stores and was close to the other three in sales generated against labor costs (Robbins, Judge, 2011). This is an impressive study that can refute arguments that the older individuals are not worth employing. Employers carry mixed feelings about older worker. Some feel they are more loyal, have more experience, better judgment, and stronger work ethic. Others feel they lack in flexibility and are not accustomed to today’s technology. When these employers are looking for new hires it is common for the older applicants to be looked over and if they are hired they are usually the first to go when it comes to layoffs (Robbins, Judge, 2011). The opportunity to quit is also a concern for employers. Given that an older applicant has fewer employment opportunities it is thought some employers hire these individuals based on the idea that they will not leave once hired. The younger applicant is thought to have greater opportunity and a more willingness to change jobs or jump ship if the job is not what they expected. They younger generations are also thought to expect the employer and business to take care of there needs better than the older generations (Robbins, Judge, 2011). Some companies realize the value in older employees and actually make attempts to attract them. Boarders and the Vanguard Group have realized the value and have offered benefits and options that lure them in. Flexible hours and part time work are a couple of the things the older workers are looking for. Since most have at least thought about retirement if not already been retired, these groups of workers enjoy spending time with family and doing the things they enjoy. Most states have agreed that a mandatory retirement is not necessary the pool of aged workers has increased dramatically. No longer is it required for individuals to retire at the age of 70. This has led a lot of workers to reinter or continue to be a part of the labor force. Some have lost loved ones and wish to socialize which they would not be able to do if they simply stayed home. The opportunity gives  them a reason to try and make new friends and also gives them a reason to stay busy. Others may have not prepared or had the opportunity to save up a proper retirement with today’s increasing prices and declining economy (Robbins, Judge, 2011). The employee’s job satisfaction needs to be considered when it comes to the diversity of age in a workplace. Employees over the age of 60 who are non professional’s satisfaction rate decreases during their middle ages and increases as they get older. Professional employees who were over the age of 60 however continually increased as they aged (Robbins, Judge, 2011). One of the ongoing concerns with diversity is if they want it. As discussed there are many advantages of having diversity in the workplace. If a company wants to grow it is important to allow new and different people to bring different things to the office table. This is so true that some literature can be found on how to increase workplace diversity. The most important decision for a company is to decide what kind of diversity they need. It may not be the best idea for a company whose main product is A company that sells women’s jewelry may n References Robbins, S.P., & Judge, T.A. (2011). Organizational Behavior(14 ed.). Upper Saddle River: Prentice Hall. Notter, Jamie (2009). Generational Diversity in The Workplace. Retrieved 30 August 2012 from Convergence Media: http://www.multiculturaladvantage.com/recruit/group/mature/Gen eral-Diversity-in-workplace.asp Schaefers, Kate (2010). Age Diversity in the Workplace. Retrieved 31 August 2012 from Careers Thought Leaders: http://www.careerthoughtleaders.com/blog/age-diversity-in-the- workplace/ Schmidle, Deborah and Woods, Susan (2010). Workplace Diversity. Retrieved 31 August 2012 from Catherwood Library: http://www.ilr.cornell.edu/library/research/subjectguides/work placediversity.html University of California (2011). Managing Diversity in the Workplace. Retrieved 27 August 2012 from University of California: http://ucsfhr.ucsf.edu/index.php/pubs/hrguidearticle/chapter- 12-managing-diversity-in-the-workplace/ Green, Kelli A. and Lopez, Mayra (2008). Diversity in the Workplace: Benefits, Challenges, and the Required Managerial Tools. Retrieved 31 August 2012 from University of Florida: http://www.edis.ifas.ufl.edu/hr022 Greenberg, Josh (2004). Diversity in the Workplace: Benefits, Challenges, and Solutions. Retrieved 31 August 2012 from AlphaMeasure,Inc.: http://multiculturaladvantage.com/recruit/†¦/Diversity-in-th- Workplace-Benefits-Challenges-Solutions.asp Bell, Nancy Sutton and Narz, Marvin (2007). Meeting the Challenges of Age Diversity in the Workplace. Retrieved 31 August 2012 from New York State Society of CPAs: http://www.nysscpa.org/cpajournal/2007/207/essentials/p56.htm United States Department of Labor (2010). Employee Tenure Summary. Retrieved 4 September 2012 from United States Department of Labor: http://www.bls.gov/news.release/tenure.nr0.htm Giuliano, Laura, Leonard, Jonathan and Levine, David I. (2006). Do Race, Age, and Gender Differences Affect Manager-Employee Relations? An analysis of Quits, Dismissals, and Promotions at a Large Retail Firm. Retrieved 4 September 2012 from http://moya.bus.miami.edu/~lgiuliano/Quits.pdf