Talent management in academia performance systems free essay sample

The aim of this study is to provide a clearer picture on how academic talent is defined and recruited in order to obtain a better understanding of academic talent and performance management and on how that it is implemented in practice. Most universities currently operate in a global, complex, dynamic and highly competitive environment. Trends such as globalization, the increased mobility of academics and the retirement of the baby-boom generation are leading to a scarcity of academic talent in many disciplines.The sector is moving towards a more professional approach to staff management, not only in the Netherlands, but also in other Western countries. In the managerial model, the collegiality of academics of equal status working together with minimal hierarchy and maximal trust is replaced by a seemingly more objective, fair and transparent approach to evaluating performance. Part of this movement is the emphasis on recruiting talent and using performance indicators, which provides academics and HRS managers with the opportunity to select people for their institute. We will write a custom essay sample on Talent management in academia: performance systems or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page METHODOLOGY: This article draws on empirical material acquired in two research projects on the recruitment and selection of academic talent in the Netherlands. The first duty focused on senior academic talent: full professors; the second study on junior academic talent: PhD students, postcodes and assistant professors. The structure and composition of the academic career system in the Netherlands can be viewed as a pyramid.The number of lower and temporary positions is high (Pods and other scientific staff, such as lecturers), but the number of higher permanent academic positions decreases with each rising level. There are signs that fewer students are interested in pursuing a doctorate. Factors such as the salary system and the lack of career prospects exert a large influence on their decision. Doctoral graduates can be employed as postcode researchers or assistant professors.We initially started to explore four academic subfields: humanities, social sciences, STEM(Science, Technology, Engineering and Mathematics) and medical sciences, since these represent a large part of the academic spectrum (Becker and Trawler, 2001 ). An analysis of the predominant patterns revealed that some social sciences tend to resemble the human ties (in particular qualitative oriented studies such as anthropology, cultural studies and gender studies), whereas others tend to assemble the STEM fields (in particular quantitative studies such as psychology, sociology and economics).The social sciences were therefore regrouped accordingly so that our analysis consists of three and not four fields. Table 1 shows an overview of all contextual factors in the three different academic fields. TAB LE 1 Overview of the characteristics of the subfields (source: Study A + B) Humanities STEM(science, technology, engineering, mathematics) fields Medical sciences Prospects in the employment market outside academia Poor Good Very good Pool of candidatesAbundant number of PhD candidates, few positions Limited number of PhD candidates, reasonable Limited number of specialized PhD candidates Core activities Education and research Research Research, patient care Cooperation Individual projects/small units Conglomerates of research Multidisciplinary teams Knowledge/epistemic culture Subjectivity/diffuse subjects, concerned with particulars, qualities, complexity Objectivity, concerned with universals, quantities, simplification Objectivity, purposefulness, pragmatic, concerned with mastery of physical environment Subfield cultureAutocratic, pluralistic, loosely structured, personally oriented, political Science as vocation, egalitarian, task-oriented Practical, dominated by professional values, role-oriented Way of recruitment open (64%) Closed (73%) Closed (77%) Origin of professorial candidates Criteria Multi (teaching and research) Mono (research) Multi (research and management) jack of all trades Leadership style Strategic Facilitating (transformational Assertive Study A: professorial recruitment and selection: All 13 Dutch universities were invited to participate, but due to privacy issues ND limited resources among auxiliary personnel, only seven universities agreed to cooperate. The study included an analysis of 64 interviews with committee members, and 971 appointment reports. In total, 24 women and 40 men were interviewed in their function as chairpersons, committee members and HARM advisors. Information from 971 appointment reports in the period 1999-2003 was used to gather background information about the number of committee members and the number of closed and open recruitment procedures. These reports contain information about the basic refill, the applicants and the final nomination, and are written by the selection committees for the university executive board, which is ultimately responsible for the appointment of candidates.

The Challenges in Motivating People

Introduction The motivation of workers is one of the top priorities for both managers and leaders. These professionals have to find ways of making employees more committed to the goals set by the organization. Yet, in many cases, they cannot cope with this task. This paper is aimed at illustrating the difficulties in motivating people at the workplace.Advertising We will write a custom essay sample on The Challenges in Motivating People specifically for you for only $16.05 $11/page Learn More Such a film as Office Space directed by Mike Judge (1999) can throw light on the challenges that can be faced by business administrators when they try to enhance employees’ commitment to their work. Moreover, these examples that are presented in this movie can be connected to various theories of motivation, for instance, equity theory of motivation, ERG (Existence, Relations, Growth) model and reinforcement theory of motivation. Overall, it is possible to arg ue that an individual can be sufficiently motivated if the work is relevant to his/her talents and interests. Moreover, empowerment is also critical for the internal motivation of an employee. In contrast, only by relying on rewards and punishments, a business administrator cannot engage workers. There are several pitfalls that should be avoided, for instance, continuous routine, excessive supervision, and failure to recognize the individual achievements of workers. Managerial problems explored in Office Space The film Office Space portrays the culture of an IT company called Initech in which bureaucratic rules and paperwork stifle every initiative of employees who just have to cope with daily routine. In many cases, they simply pretend to work. Peter Gibbons, who is the main character of this movie, is dissatisfied with his work experience. To a great extent, this discontent can be attributed to the excessive supervision that bears no relevance to his work (Judge 1999). For instan ce, he has to submit the same report to three managers, while he can summarize in several sentences the work that he did in the past. Moreover, one can mention that many of the managers use extremely evasive language in order to conceal the fact that they rely only on coercion as their source of power. For instance, Bill Lumbergh, who is the Vice President of the division says, â€Å"Oh, oh, and I almost forgot. Ahh, I’m also gonna need you to go ahead and come in on Sunday, too† (Judge 1999). He does not want to state directly that Peter will have to work over the weekend. Instead, he tries to sound very casually as though he does not coerce an employee.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This information is critical for understanding some of the main problems that affect this organization. It has to be admitted that a cinematographic work cannot be viewed as rig orous empirical evidence. Nevertheless, they can throw light on the emotions and motives of characters (Smith 2009). Moreover, in this way, one can illustrate the application of different managerial theories (Champoux 1999). It should be kept in mind that film-makers usually describe problems or situations that take place in real life. Moreover, one can use situations to test existing theoretical assumptions. Difficulties in motivating people and theories of motivation This movie can demonstrate to what extent different theories of motivation are applicable. For instance, one can look at the Reinforcement Theory of Motivation. This theoretical model is based on the assumptions that the behavior of an individual depends on the consequences that it produces (Cole 2004, p. 47). If it leads to positive outcomes, a person is more likely to repeat his/her previous actions. In this case, the positive outcome is the reward offered by the management. In turn, the threat of punishment can be viewed as a force that prevents employees from acting irresponsibly or carelessly (Williams 2011, p. 379). These are the main principles of this approach. Yet, this film contains several examples that run against this theory. For instance, Peter Gibbons decides not to work over the weekend, even though his manager asks him to do so. Additionally, he deliberately violates the dress code established in the company. The protagonist understands that this behavior can result in significant problems for him. For instance, he may be denied promotion or even fired. Nevertheless, he accepts this possibility. This case is important because it suggests that rewards and punishment are not sufficient for the task of motivating a person. This is the main issue that should be considered by business administrators who should not rely on the methods involve only rewards or punishments. They should remember that the threat of punishment does not always make a person become more productive. Moreover, he/she should find inherent value in his/her work. Reinforcement model of motivation is closely related to the equity theory that should also be discussed. This theoretical framework implies that a person is more likely to be motivated if he/she feels that the contribution is adequately compensated (Schermerhorn 2010, p. 366).Advertising We will write a custom essay sample on The Challenges in Motivating People specifically for you for only $16.05 $11/page Learn More Moreover, according to this perspective, workers will not be willing to improve his/her performance if they believe that other people receive underserved rewards (Schermerhorn 2010, p. 366). This assumption is the main component of this model. Overall, the supporters of this theory pay close attention to employees’ perception and their assessment of the compensation system established in a company ((Schermerhorn 2010, p. 366)). The film Office Space is not aimed at examining this par ticular issue, but there are some interesting examples. For instance, one can mention such a character as Milton Waddams, who was fired because he did not bring any value to the company. In fact, he only passed information from one department to another (Judge 1999). However, due to a bureaucratic mistake Milton continued to receive paychecks virtually for nothing. The employees, who observed this situation, became less willing to work harder. Therefore, the principles of the equity theory should not be disregarded. Moreover, managers should remember that workers pay attention to the rewards given to others, even through this information does not affect the level of their material prosperity. So, absence of proper performance appraisal methods is a significant challenge that undermines the motivation of employees. Apart from that, one can take a look at ERG theory introduced by Clayton Alderfer. This theory is premised on the idea that an individual is concerned with three important aspects, namely existence, relatedness, and growth (Aswathappa 2005, p. 362). According to this model, people can be driven by the need to improve their physical existance. Therefore, they pay attention to such aspects of a job as compensation or healthcare benefits. Furthermore, they want to feel the sense of belonging to a certain group or community. This is why they attach importance to the corporate culture of a company. Finally, they are willing to fulfill their talents. So, they seek employment that offers them opportunities for professional growth (Aswathappa 2005, p. 362). In turn, managers can motivate employees by addressing each of these internal needs. To some degree, this theory can be supported by the examples from the film. In particular, one can mention that Peter Gibbons as well as other employees of Initech are very alienated from one another. They live in a very limited space of their cubicles (Judge 1999). Moreover, they are assigned only with routine tasks. Thi s is one of the reasons why they are not motivated to improve their performance. Moreover, it is possible to mention that the protagonist decides to work at the construction site. So, the interactions among employees have profound implications for their motivation. Furthermore, it is possible to mention humanistic theory of motivation. The supporters of this model argue that motivation is a person’s attempt to fulfill his/her potential (Wiseman Hunt 2008, p. 61). To a large extent, this theory places emphasis on the personal and professional growth of a person. According to this model, a person becomes dissatisfied if they cannot acquire or elaborate their skills.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In turn, managers can motivate workers by giving them challenging tasks that make people display their best skills. Certainly, rewards are also important for improving their performance. Peter Gibbons does not strive to achieve professional growth. However, his behavior can be partly explained by his unwillingness to work in a company that might be similar to Initech. Additionally, humanistic theory of motivation suggests that a person can lose motivation if he/she is continuously supervised (Hardina 2006, p. 7). To a great extent, Peter Gibbons also has to struggle with this supervision, especially when he has to submit countless reports to each of the managers monitor his performance. This problem is related to micromanagement which is so eloquently described in the movie. This issue means that a person is asked to concentrate on the minor details of a certain task, while its essential elements can be overlooked. For instance, Peter is constantly reminded that the title page of hi s TPS reports was not formatted properly. However, managers do not ask anything about the content of these reports. Conclusion Overall, this discussion indicates that there are several obstacles to effective motivation. First of all, business administrators should remember that monotonous task, which do not prompt employees to display their best qualities, can make them less willing to improve their performance. Furthermore, workers’ motivation can weaken significantly if their individual contribution is not properly valued. Lack of belonging can also be viewed as a factor that undermines the employees’ commitment to the goals of an enterprise. In turn, business administrators should concentrate on the following aspects: the development of workers’ professional skills their empowerment, team-building. Compensation is also an important tool that business administrators can apply to motivate employees. They should make sure that employees are properly compensate d for their contribution. Finally, one can say that the film Office Space throws light on the problems faced by bureaucratic organizations which are adversely affected by micromanagement and lack of cohesion. References Aswathappa, K 2005, Human Resource And Personnel Management, Tata McGraw-Hill Education, Delhi. Champoux, J 1999, ‘Film as a Teaching Resource’, Journal of Management Enquiry, vol. 8 no. 2, pp. 206-217. Cole, G 2004, Management Theory and Practice, Cengage Learning EMEA, New York. Hardina, D 2006, An Empowering Approach to Managing Social Service Organizations, Springer Publishing Company, London. Judge, M 1999, Office Space. 20th Century Fox, Los Angeles. Schermerhorn, J 2010, Management, John Wiley Sons, New York. Smith, G 2009, ‘Using Feature Films as the Primary Instructional Medium to Teach Organizational Behavior’, Journal of Management Education, vol. 23. no. 4, pp. 462-489. Williams, C 2011, Effective Management: A Multimedia Appro ach, Cengage Learning, Boston. Wiseman, D Hunt, G 2008, Best Practice in Motivation and Management in the Classroom, Charles C Thomas Publisher, Boston. This essay on The Challenges in Motivating People was written and submitted by user Paige Key to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Heinrich Himmler, Nazi SS Head Oversaw the Holocaust

Heinrich Himmler, Nazi SS Head Oversaw the Holocaust Heinrich Himmler was a key figure in the Nazi party and leader of the feared SS. He was also responsible for turning the racist and anti-Semitic ideology of the Nazi movement into a shockingly efficient killing machine. Himmlers fanatical devotion to Hitler, as well as his fascination with the pseudoscience that fortified Nazi beliefs, made him one of the main architects of the Holocaust. The unlikely rise of Himmler from an unimpressive clerk-like figure running a small farm to one of the most powerful men on earth was attributed to his penchant for organization. Upon his suicide, soon after hed been captured and the Nazi regime had crumbled, the New York Times noted that Himmler had â€Å"raised wholesale slaughter to a science.† Fast Facts: Heinrich Himmler Known For: As head of the Nazi SS elite troops, he terrorized much of Europe and masterminded the HolocaustBorn: October 7, 1900 in Munich, BavariaDied: May 23, 1945 in Luneberg, Germany (committed suicide after being captured)Spouse: Margarete Concerzowo, known as MargaChildren: Gundrun Himmler, born 1929 Early Life Heinrich Himmler was born in Munich, Bavaria, on October 7, 1900. His father, Gebhard Himmler, was a schoolmaster. Early in his career, Himmler’s father had been appointed the tutor of Prince Heinrich of Bavaria, and Himmler was named in honor of the prince. Growing up in a middle-class family with an older and younger brother, Himmler developed a great sense of pride in German traditions. When his older brother joined the military in World War I, he wrote in his diary that he wished he was old enough to enlist. He did eventually join the German army and received training, but the war ended before he saw action. Following the war, Himmler studied agriculture and seemed destined to be a farmer. Like other young and angry Germans, he responded to his country’s defeat and perceived humiliation by the Allied powers by becoming interested in nationalist political movements. He officially joined the small Nazi Party in August 1923. He was involved in a minor role, manning a barricade and holding a Nazi banner in the Munich beer hall putsch that November. After the failed takeover attempt, he escaped prosecution and avoided prison, unlike Hitler and other participants. Rise to Power As the Nazi Party grew, Himmler became a key figure. In 1925, Himmler joined the SS (Schutzstaffel, the Nazi paramilitary organization), which had originally been a thuggish group of bodyguards tasked with protecting Hitler at public gatherings. As the second-in-command at the SS, Himmler dealt with fairly mundane tasks such as increasing party membership, collecting dues, and canvassing for advertisements for the party’s newspaper. In 1927 Himmler met his future wife, Margarete Concerzowo, known as Marga. They married in July 1928, and with Marga’s money they bought a small farm about ten miles outside Munich. They kept hens and grew some produce, and proceeds from the farm augmented Himmler’s salary from the Nazi Party. At some point, Hitler recognized Himmler’s fanatical loyalty and talent for organization, and in January 1929 he appointed him Reichsfuhrer SS, essentially making him the head of the organization. Himmler had a grand vision for the SS. He saw the black-uniformed troops as elite soldiers for Hitler, modern-day knights in service to the Nazi movement. As Hitler moved to seize power in Germany in the early 1930s, Himmler made plans to increase the size and power of the SS as well as its racial composition. In 1932 he issued a marriage code for the SS. Based on the concept of Blut und Boden (blood and soil in English) expounded by Nazi theorist Richard Walter Darre, the code stressed the racial purity of SS members. By Himmler’s orders, prospective members of the elite group had to prove they were of pure Nordic stock. Potential wives of SS members had to submit to physical examinations and prove they were free of Jewish or Slavic ancestry. Himmler became fixated on the idea of selective breeding. Heinrich Himmler, left, and Adolf Hitler review SS troops. Getty Images   Building the SS Himmler accelerated SS recruiting, and by 1932 the organization had grown to more than 50,000 men. Within a few years, the SS grew to more than 200,000 and became a formidable presence in German life. A major boost to Himmler’s plans came when he happened to meet a young German who had been forced out of the German navy. Reinhard Heydrich had family connections which led him to Himmler, and Himmler, believing Heydrich had intelligence experience, hired him to perform a particular mission: build a spy network within Germany. Heydrich had not actually worked in military intelligence, but he was a fast learner and before long he had an efficient network of spies and informers. An early sign of what was coming occurred in 1933 when Himmler and Heydrich opened the first concentration camp. The Dachau camp was created to hold political dissidents and it served as a warning to anyone who opposed the Nazi regime. Throughout the 1930s Himmler acquired more power. In 1934 he participated in the notorious Night of the Long Knives, the purge of the leadership of the SA, the Nazi stormtroopers, an organization which rivaled the SS. Having won the power struggle with the SA, Himmler became known as a major figure in the Nazi leadership. In 1936, the New York Times published a front-page article noting that Himmler had become the head of all â€Å"Reich Police.† By the end of the 1930s the SS had become the dominant force within the Nazi Party. And Himmler as head of not only the SS but the Gestapo, the secret police, was established as the most powerful figure in Germany after Hitler. Heinrich Himmler inspecting a camp holding Russian prisoners of war. Getty Images Directing the Holocaust Himmler’s main historical significance was for the role he played in the Holocaust, the Nazi’s systematic slaughter of millions of European Jews. From his early youth Himmler had been an ardent anti-Semite, and he eagerly used his great power to persecute the Jews in Germany. When Germany invaded Poland in 1939, militarized units of the SS were part of the invasion force. Under Himmler’s direction, SS troops were tasked with removing undesirable populations, which generally meant Jews, from areas conquered by German troops. SS units called Einsatzgruppen rounded up Jews and killed them in massacres across Poland. When the German forces attacked the Soviet Union in June 1941, SS units followed to conduct racial cleansing at a vast level. Himmler’s work at eliminating Jews in Europe moved quickly. By late 1941 large-scale massacres by SS troops had occurred. At the Wannsee Conference in January 1942, Heydrich laid out SS plans to come up with a Final Solution for Jews in Europe. This plan for mass murder was followed by Himmler after Heydrich was assassinated by partisans months later. Himmler directed the mass murder of millions and paid close attention to what was happening in the concentration camps. It is known that he visited the death camp at Auschwitz on two occasions. At times he issued detailed orders about how the camps should be run, even explaining in detail how much food prisoners should be given. He also authorized the gruesome medical experiments conducted by Nazi doctors who used concentration camp prisoners as subjects. As part of the Nazi campaigns in Eastern Europe, many Jews were forced to live in ghettos, where they were isolated in overcrowded and brutal conditions. Himmler took a great interest in the Warsaw Ghetto, and when the Jews rose up in a rebellion in the spring of 1943, he gave orders to conduct a brutal campaign that amounted to extermination of the residents. As World War II expanded and the Germans began to suffer defeats, Himmler made plans to create SS guerrilla units which would conduct warfare against the Allies in the event Germany was forced to surrender. In 1944 he was put in the field at one point to command troops, but as he had no real military experience, he was ineffective. Hitler called him back to Berlin to command troops positioned there. Downfall In early 1945, when it became evident that Germany would lose the war, Himmler tried to reach out to the Americans to make a peace deal. He hoped to evade prosecution as a war criminal. The American commander in Europe, General Dwight D. Eisenhower, refused to consider Himmler’s peace offer and declared him a war criminal. Hitler was enraged by the betrayal and stripped Himmler of his power. As Germany was collapsing, Himmler sought to escape. He shaved his distinctive mustache, dressed in civilian clothes, and tried to blend in with the refugees traveling on the roads. Himmler was stopped at a checkpoint manned by British soldiers and he was able to produce fake identity papers. However, he aroused the suspicion of the British, who took him into custody and turned him over to intelligence officers. When questioned, Himmler admitted his real identity. While being searched on the night of May 23, 1945, Himmler managed to put a vial of poison in his mouth and bite down on it. He died minutes later. A dispatch by the Reuters News Service published in the New York Times on May 25, 1945 was headlined Himmler Outsmarted Himself. The story noted that Himmler, who had created a system of Germans often having to show identity papers to members of the Gestapo, would have had a set of fake identity papers created for himself. But in the chaos of the war’s end, few refugees on the roads still had their papers. Himmler’s pristine set of papers was what drew attention at the checkpoint. Had he simply claimed he was a refugee trying to walk home and had lost his papers, the British soldiers at the bridge might have waved him along. Sources: Heinrich Himmler. Encyclopedia of World Biography, 2nd ed., vol. 7, Gale, 2004, pp. 398-399. Gale Virtual Reference Library. Reshef, Yehudacxv, and Peter Longreich. Himmler, Heinrich °. Encyclopaedia Judaica, edited by Michael Berenbaum and Fred Skolnik, 2nd ed., vol. 9, Macmillan Reference USA, 2007, pp. 121-122. Gale Virtual Reference Library.Himmler, Heinrich. Learning About the Holocaust: A Students Guide, edited by Ronald M. Smelser, vol. 2, Macmillan Reference USA, 2001, pp. 89-91. Gale Virtual Reference Library.SS (Schutzstaffel). Europe Since 1914: Encyclopedia of the Age of War and Reconstruction, edited by John Merriman and Jay Winter, vol. 4, Charles Scribners Sons, 2006, pp. 2434-2438. Gale Virtual Reference Library.

Color Psychology In Marketing The Complete Guide [Free Download]

Color Psychology In Marketing The Complete Guide [Free Download] In content marketing, color is an emotional cue. In an ocean of content marketing, color can help yours stand out. Its what  gets your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do. Which hues  you choose can  also affect usability  and  whether content is  readable it or not. This is what makes  understanding color psychology so important for the success of your content. However, poor  color choice can also negatively change the impact of your message. Get it wrong, and your great content and your amazing call to action  will be easily ignored. Even NASA is concerned about color;  enough so that they provide free online resources  to help non-designers choose just the right shades. After reading this post, youll understand basic color theory and psychology. Plus, weve included a free hex color chart to make  picking the right colors with easy with any design tool. Ready to become an expert? Lets jump in! Table of Contents: Basics of Color Theory Primary Colors Secondary Colors Tertiary Colors Pure Color Tints Shades Tones The Complete Color Wheel Using Contrast Choosing Color Combos Using Complementary Colors Addressing Color-Blindness Using Split-Complementary Colors Using Analagous Colors Using Monochromatic Colors Using Triangle, Rectangle, and Square Colors Psychology of Colors in Marketing Red Orange Yellow Green Blue Purple Pink Brown Gold Black White Bright Colors Cultural Colors Word Associations With Color Preferences by Gender Mood and Emotions Brand Recognition TestingThe Know It All Guide To #ColorPsychology In Marketing + The Best Hex Chart Let's Start With The Basics Of Color Theory Understanding how color works isn't just for artists dipping their hands into paint and pigments all day long. Anyone in marketing needs to understand the basics of color theory because no matter what you are using color in your content. Back To Top Primary Color Primary colors are the three colors that make all other colors. They are red, blue, and yellow. These three colors can be used to create the next level of colors, called the secondary colors. Exceptions, of course, abound when it comes to talking about primary colors. If you're talking color theory in regards to light, your primary colors would be cyan, magenta, and yellow. Let's not forget CMYK for print and RGB for screens or monitors. And, when mixing paint, it matters what particular pigment you're using to get that red in order to come up with the proper new color. But let's keep this simple and stick with red, blue, and yellow. Back To Top Secondary Color Secondary colors are purple, green, and orange. They are created using the primary colors. If you look on the color wheel, you'll find the secondary colors in between two primary colors. Color Guide: red + blue = purple blue + yellow = green red + yellow = orangeBack To Top Tertiary Color Tertiary colors take  secondary colors one step further. They are the "two-name" colors, such as red-purple, red-orange, yellow-green, etc. They are created by adding more of one primary color than the other creating not a true secondary color. It ends up being closer to the primary color. Back To Top Pure Color Primary, secondary, and tertiary colors, without the addition of white, black, or a third color, are pure (or saturated) colors. They are intense, bright, cheery, and untainted colors. These are the colors of children's toys, daycare decor, and summer clothes. Back To Top Tints When white is added to a pure color, you get a tint. Some people refer to these as pastel colors. They are lighter and paler than a pure color, and not as intense. Tints range from slightly whiter to almost-white. Back To Top Shades When black is added to a pure color, you create a shade. These darken and dull the brightness of pure colors, and range from slightly darker to almost black. Back To Top Tones When gray (black + white) is added to a pure color, you create a tone. You often hear people saying that a color needs to be "toned down", meaning it's too intense and they want to drop the level of intensity. Adding black and white in different amounts to a color subdues the intensity quickly. Back To Top The Completed Color Wheel Whew! So there we have it: a complete color wheel with primary, secondary, and tertiary colors, plus their tints, shades, and tones. You can see how it all fits together on the color wheel below. Cool colors are all on the left side of the wheel, in the blues and greens. The warm colors are all on the right side of the wheel, in the yellows and reds. Now that you understand color theory and the color wheel, you can start to use color purposefully in your content marketing. Back To Top Using Contrast Correctly With  Color When it comes to color techniques, the use of contrast is particularly important, and it's probably the one that will lead you to butt heads with your designer the most. Contrast is how one color stands apart from another. It's what makes text or objects distinguishable from the background. High contrast is when colors easily stand apart from each other. Low contrast is when they don't. Often, people assume a difference in color is what creates contrast, but that's not true. You might have two colors that are completely different  but have no contrast at all because  their tone is the same. To test out your colors contrast, turn them into grayscale and review their contrast. Colors, in their pure form, have inherent differences in how light and dark they are. Yellow is bright, for example, while blue is darker. Yellow  and orange  have little contrast with each other, despite being different colors. When different colors have the same tone (level of gray as you  just learned), they will not have much contrast, either. It isn't enough to simply pick two different colors when making decisions about contrast. Using High And Low Contrast Generally, high contrast is the best choice for important content, because it is most easily seen. Dark on light or light on dark–it's the easiest to read. It might not be exciting, but it is readable. One word of caution, though: If everything is high contrast, nothing stands out and it's tiring on the eye after a while. (e.g. Think of black computer screens with bright green text.) Designers often prefer low contrast techniques. They like to make things look beautiful, but beautiful isn't always the best for readability. Tone-on-tone similar colored combinations are very popular and while their subtlety is quite attractive, they are also difficult for people to read. Pro Tip: Try to find the balance between beautiful color schemes, and legibility for optimal clarity in your visuals. In order to use similar colors, while getting the contrast you desire, create a color scheme with both complementary and analogous colors. What's that? Let's keep reading! Choose #colors and contrast that is readable. Beautiful content that can't be read is a fail....Back To Top Choosing Color Combinations The color wheel can help you choose great color combinations for your call to action button, your infographics, and your lead collection pop-up. Keeping your color combinations simple will help you in the long run. A study from the  University of Toronto  showed on how people using  Adobe  Kuler revealed most people preferred simple color combinations that relied on only 2 to 3 favorite colors. People like simplicity; it makes your content easier to understand if they don't have to interpret it through many colors. And remember, color has meaning  so each color adds or takes away from your message. Too many colors make for a confusing message. So how do you choose those 2 or 3 colors? The color wheel can help. Using Complementary (Opposite) Colors Complementary color combinations make things stand out. Complementary colors are "opposite" colors. They are opposite of each other on the color wheel, meaning the one color they lack is that one opposite of them. They are geographically and color-wise the opposite, and provide a kind of visual tension because they are so opposed to each other. You might even notice that some of your favorite sport teams use  complementary colors. From football to hockey, opposite colors are used for some great color combinations. Blue is the opposite of orange. Red is the opposite of green. Yellow is the opposite of purple. Opposites attract! When the human eye sees a painting full of different kinds of greens, any bit of red is going to stand out amazingly well. Why? Because red is the opposite color of green. When the eye has been looking at a lot of the same color, it wants to see the opposite for a visual break. Using complementary colors is the easiest way to get something to stand out. Use them with caution to keep your content from being too visually jarring. You don't want 50% orange and 50% blue because neither color wins and it causes distress to the eyes. Pro Tip: pick a primary color as your main color, and then accent it with its complement color for more of a 7:3 ratio. This provides a beautiful color pairing, but also lets your eyes break on the opposite color. Let's look at the homepage as an example. What colors do you see? It's mainly  blue, but our most important button, the "Get Started Free Now" button, is orange. Orange  is the opposite color of blue. In a sea of dark blue,  your eye is going to naturally notice orange  faster than any other color. We also ensured that the orange button contrasted from the dark blue to make it even more visually present. Back To Top Caution: Addressing Color Blindness A quick word of caution:  Red and green, two complementary colors, present a sticky problem. Some people have  color blindness and cannot distinguish between certain colors, and red and green are a common problematic combination.Colors with heavy amounts of red and green in them get bungled up, too. Did you know that Facebook is blue because Mark Zuckerberg is red-green colorblind? He sees blues the best. The above example shows the three types of color blindness: Deuteranope, protanope, and tritanope. Similar to Mark who sees blue best, it's no wonder why blue is one of the more popular colors as it stretches even beyond color blindness. To help with color blindness when using  complementary colors, remember there must be high contrast. Try to never use a color solely as the information source. Include text in graphs and infographics whenever possible as well. High contrast and additional text  will ensure that even when color blindness is present, your visuals will be both readable and enjoyable to see. Back To Top Using Split Complementary Colors If you want to use three colors instead of just two, using split complementary color schemes is a way to capitalize on the power of complementary colors but add a third color to your palette. To use it, you'll choose one color as your base color, and then the two colors adjacent to its opposite. For example, if we decided to choose green as our main color, we'd look across the color wheel for its complementary color, red. Then, look to the two colors directly beside it. Now, we have green, red-orange, and red-purple for a perfect split complementary color scheme. A split complementary color scheme doesn't have quite the same level of tension that a complementary color scheme does, but it's still visually exciting for your eye. It also adds a level of variety to your color scheme that can be used in a very dynamic, meaningful way. Back To Top Using Analogous Colors Analogous colors sit next to each other on the color wheel. They are "related", a kind of family of colors that creates pleasing and relaxed visuals. They aren't jarring, opposite, or clashing. They also don't stand out from one another. Analogous colors can create subtle and beautiful content, but you may need to add  a complementary color to get any particular item to stand out. Back To Top Using Monochromatic Colors Monochromatic colors are a single color, with its tints, shades, and tones. They are even more soft and subtle than analogous colors since it's a color palette based on one single color. Monochromatic colors work great when paired with a single complementary color. On the website, we use monochromatic blue  colors with orange  for the content we want to get noticed. Most designers- when using complementary colors- pair a rich collection of monochromatic colors with a single complementary color. Pair a rich collection of monochromatic colors with a single complementary #color #design Back To Top Using Triangle, Rectangle And Square Colors It isn't difficult to create color combinations that stretch the boundaries of the easy power of complementary opposites and the related analogous and monochromatic palettes. All you need is a triangle, rectangle, and a square. A triangle (triad) is a color combination made of three colors that are evenly spaced around the color wheel. A rectangle (tetradic) is a color combination made of four colors that are made up of two complementary pairs. A square is similar to a rectangle palette, but the two sets of complementary pairs are colors evenly spaced around the circle. These three combinations can be visually noisy if you're not careful. The best application is to use one color as the dominant color, and the others for highlighting content. The triangle combination is particularly vibrant; three is a "stable" number and using three colors is visually stabilizing. Back To Top The Psychology of Colors in Marketing Color is an essential tool because it has an impact on how we think and behave. Color directs our eye where to look, what to do, and how to interpret something. It puts content into context. It helps us decide what's important and what's not.  That's precisely why, as a content marketer, you need to understand what colors mean  to people. While color psychology has been studied and analyzed over time, the psychological impact of color is still moderately subjective. We don't all react the same way to colors, as we all have previous experiences with colors from significant events, cultures, people, and  memories. However, there are a few generalities about how people respond to color, and that's what we're going to look at. Back To Top The Color Psychology of Red Red is a very powerful, dynamic color that reflects our physical needs whether to show affection and love, or to portray terror, fear,  and survival. Red is also a very energizing color that can portray friendliness and strength, but can also be demanding and show aggression depending on its context. Overall, if you're looking to have a really powerful presence or get someone's attention fast, red is your go-to color. Just remember to use it sparingly to avoid the extreme negative reactions it can so easily awaken. Red is commonly seen: Stop lights, Valentine's Day, and horror films. Back To Top The Color Psychology of  Orange Orange has a very interesting psychological meaning as it combines red's power and energy with yellow's friendliness and fun. The mix makes orange  a good representation of  physical comfort in our warmth, food, and shelter. (It even stimulates our appetite so watch out if you're hungry!) Orange is also known to be a color of motivation, lends  a positive attitude, and general enthusiasm for life. Overall, orange is great for bringing comfort in tough times, and creating a sense of fun or freedom in your visuals. Orange  is commonly seen:  Fruits, sporting events, and board games. Back To Top The Color Psychology of  Yellow Yellow is the epitome of joy, happiness, cheerfulness, optimism- you name it. Anything happy is almost always yellow. The wavelength of yellow is particularly long, making it  have one of the most powerful psychological meanings, while also being the easiest color to visibly see. (Did you know yellow is the first color infants respond to?) Whenever you need to lift someone's spirits, increase their confidence, or provide inspiration, use yellow. However, avoid using yellow too much because it's also known to  make us more critical causing self esteem issues, fear, or anxiety. Find the right balance of yellow to motivate rather than bring others down. Yellow  is commonly seen:  Traffic crossings and signs, smiley faces, and window-front displays. Back To Top The Color Psychology of  Green Green is a color of balance and harmony. It lends us a clearer sense of right from wrong since green  incorporates  a balance of both the logical and emotional. Green is one of the most-seen  colors in nature reflecting life, rest, and peace. It  is also a sign of growth, whether that's in a physical object like plants  or in our income and wealth. Overall, if you're looking to portray health,  rest, and to relieve stress, green is your color. While green does have minor negative aspects like over-possession and materialism, it has a more positive affect than most other colors. Green  is commonly seen:  Nature, economic exchange,  health-based stores, and restaurants. Back To Top The Color Psychology of  Blue Blue is known for its trust and dependability. It's reliable, responsible, and mentally soothing. For that reason alone, it's one of the most-liked colors across the entire world. Unlike red, blue lends a more mental reaction rather than physical that allows us to destress, calm down, and think of the most ideal situation. Unfortunately, it also is one of the last colors to be seen, and can be perceived as distant, cold, or unfriendly if used it great amounts. Overall, blue is a well-liked color that can bring a sense of calmness and trust when building relationships, especially in marketing. Blue  is commonly seen:  Workout facilities, hospitals, and spas. Back To Top The Color Psychology of Purple Purple is most commonly known for its imagination and spirituality. It possesses the energy and power of red, with the stability and reliability of blue, making it a perfect balance between the physical and spiritual. Purple is often used to show luxury, loyalty, courage, mystery, and magic. It's a very intriguing color as it soothes, but also presents space for mystery and new ideas. This is why creativity is most often associated with the color purple. When using purple, avoid using it too often as it can also cause too much introspection or distraction as thoughts begin to wonder. Purple  is commonly seen:  Magic shows, fairy tales, and luxury products. Back To Top The Color Psychology of  Pink Pink is a softer, less intense version of red that creates a sense of compassion and unconditional love. While it's a very physical color, it soothes rather than stimulates, making it a perfect color for caring, understanding, and nurturing those in need. Pink is a sign of hope. It  is also known to be very romantic as it shows empathy and sensitivity. If too much pink is used, it can be very draining, show a lack of power, and even immature. Overall, pink can be a great counter-option to the color red when used appropriately. Pink is commonly seen:  Cancer patients, little kid objects, and bathroom  products. Back To Top The Color Psychology of Brown Brown, while maybe not the most visual stimulating color, is a great sign of structure, security, and protection. Whether it's family, friends, and material possessions, brown offers constant support. It's also a very serious, down to earth color you  can use where black might be too intense. The downfall to brown is that it's the most safe color and can seem reserved, scheduled, and boring. Overall, use it when necessary, but don't depend on it too  heavily. Brown  is commonly seen:  Campgrounds, home furnishings, and coffee shops. Back To Top The Color Psychology of  Gold Gold has quite a few different meanings depending on your culture. Across the world, though, gold consistently represents some variation  of charm, confidence,  luxury, and treasure. It  also can have an element of friendliness, abundance, and prosperity that is naturally attractive. Too much gold, however, can seem egotistical, proud, and self-righteous. Similar to colors like brown and black,  try to use gold more sparingly to highlight rather than be the main attraction. Gold  is commonly seen:  Luxury products, rings, and trophies. Back To Top The Color Psychology of  Black Black is a color of sophistication, seriousness, control, and independence. Although, it can also be used to show evil, mystery, depression, and even death. Black is  a very reserved color that completely lacks any light  as its an absence  of all the colors. It likes to stay hidden, in control, and separate from others. For this reason, black is a great color for high contrast and easy legibility. Unfortunately, since its a very powerful color, too much black can cause sadness and overall negativity so use it sparingly and in your text more so than the visuals itself. Black is commonly seen:  Professional attire, luxury products, and limos. Back To Top The Color Psychology of  White White is color that is complete and pure,  making it a perfect example of purity, innocence, cleanliness, and peace. White can also represent  new beginnings, providing a blank slate, and gives refreshment for new ideas. Since white has an equal balance of all the colors, it can exemplify several meanings, with equality outweighing them all. White is a great color for simplicity, cleanliness, and idea creation; however, avoid using too much white as it can cause isolation, loneliness, and emptiness. White  is commonly seen:  Weddings, website backgrounds, and doctor's waiting rooms. More Scientific Findings of Color Back To Top Bright Colors Faber Birren, a 20th-century color researcher and author of  Color Psychology And Color Therapy, discovered something interesting about general color groups. He  found that bright light and bright colors promoted "big muscle" activity, while softer and deeper colors promoted mental and visual tasks better. He also discovered that red stimulates our nervous system while blue relaxes it. Red and related colors also caused people to overestimate the passage of time  while cooler colors like green and blue were the reverse. That means that: Bright colors promote physical activity  but make the passage of time seem slower. Cooler and softer colors are better for mental activity and make the time seem to fly by.Cooler and softer #colors are better for mental activity and make the time seem to fly by!Back To Top Cultural Color Color also means different things in different cultures. According to researcher Joe Hallock "Eskimos use 17 words for white as applied to different snow conditions, where in the Northwest United States there are only 4 or 5." Every culture understands a color differently. It has a role to play in religion, politics, ceremony, and art. The culture your audience is in affects how they understand deeper meanings of color. Even the context you use the color in affects the meaning of color. For example, in India, red means purity, while in the U.S. it denotes passion and specific holidays. Back To Top Word Connections To  Color In a survey, people were asked to choose the color they associated with particular words. Trust:  Most chose the color blue (34%), followed by white (21%) and green (11%) Security:  Blue came out on top (28%), followed by black (16%) and green (12%) Speed:  Red was overwhelmingly the favorite (76%) Cheapness:  Orange came first (26%), followed by yellow (22%) and brown (13%) High Quality:  Black was the clear winner (43%), then blue (20%) High Tech:  This was almost evenly split, with black the top choice (26%) and blue and gray second (both 23%) Reliability:  Blue was the top choice (43%), followed by black (24%) Courage:  Most chose purple (29%), then red (28%), and finally blue (22%) Fear/Terror:  Red came in first (41%) followed by black (38%) Fun:  Orange was the top choice (28%), followed closely by yellow (26%) and then purple (17%) Blue is clearly a color people are positively drawn to, but beyond that, little else can be said. Depending upon the context of the rest of your content, black can mean high quality and trust, or it can mean fear and terror. It can't do it on its own, but surrounded by your content, a color choice can bump up your intended meaning a notch. Blue is one of the most preferred colors, with the most positive connotations. #color #creativityBack To Top Preferred  Colors By Gender Compiling the results of many studies, the Kissmetrics blog came up with an excellent infographic  on how men and women experience and react to color differently. Men and women have different color preferences. According to both the Kissmetrics blog and  Hallock: Blue is the favored color by both men (57%) and women (35%), though it is more heavily favored by men. Men dislike brown the most while women dislike orange the most. Colors that were disliked were also seen as "cheap." Men tolerate achromatic colors (i.e. shades of gray) better. Women preferred tints while men preferred pure or shaded colors. A majority of men (56%) and women (76%) preferred cool colors in general. Orange and yellow grow increasingly disliked as both genders get older. Women see more colors than men, generally. They are more aware of slight color differences within a color range. This may explain why men simply call the color blue...blue. Women, on the other hand, see cerulean, sky, teal, turquoise, and all sorts of varieties of blue. Perhaps it is a combination of being able to visually see more differentiation and considering it worthy of a more specific name. Perhaps men are better able to tolerate both colorless and bright color palettes because they aren't as sensitive to the nature and nuances of the color as women seem to be. Did you know that women see more colors than men? #color #contentmarketingWhat does this mean for you? Well, is your audience mostly men or is it women? What age are they? Do the colors you're using in your content marketing attract or repel that audience? If your audience is women, in particular, you must carefully choose colors that are not too raucous. If you are selling a luxury product, you want to avoid colors that are seen as cheap. Back To Top Mood Colors And Emotions (Infographic) There are a few generalized understandings of what specific colors often mean to a large cross-section of people, with each color having negative and positive emotions associated with it. Back To Top Color Brand Recognition How people behave when they see color has a direct effect on your conversions. Will they click the button on your CTA? Will they read your pop-up graphic? Will they notice your email subscription box? According to the Institute for Color Research, people make a judgment about your content in  90 seconds or less. And, up to 90% of that judgment in that brief amount of time is influenced by the colors they see.  Blogger Neil Patel gives further proof of how colors affect your conversion rate, revealing that 85% of consumers base buying decisions on color, and that full-color ads in magazines get recognized 26% more often than plain old black and white ads. In fact, color helps people recognize your brand by up to 80%. It's important to choose your color carefully, and stick with it. When it comes to getting people to click a button or sign up, it's not a question of which color is magic and makes it happen all the time. It's a question of passive and active colors, of high and low contrasts, and of opposites, like our example where the orange  button stood out from the blue. And it's a question of which color tested best for you. Recommended Reading: How To Create A Marketing Strategy That Will Skyrocket Your Results By 9,360% Back To Top Testing Your Best Colors: A Case Study The color combination of orange and blue is a powerful one. It's fairly safe in respects to color blindness, and repeatedly gets favorable marks by people as a combination. But is it enough to just pick a great combination? Not at all; you need to know how to use those colors individually. Let's look at and our Facebook promotions as an example. We've created several designs over the last year, some  with a blue backgrounds, and others  with orange backgrounds. The promotions with the orange backgrounds  consistently made people  more likely to click than those with the blue backgrounds! It made sense, though. Think about Facebook. It is a predominantly blue network, and so our orange image stood out more than our blue image did. This doesn't mean that orange is the color you must use. It means we tested our two colors and found that orange worked the best Test your colors to find out which colors will make people click into your content more often.It means we tested our two colors and found that orange worked the best for us on Facebook. It might even vary from social network to social network so make sure that you do your own testing. What worked on Facebook might look different than Twitter. You need to find out if your red button beats your green button (as Hubspot discovered) on your own. The color of the rest of the page, your content, and the placement objects will make your results different from what someone else has discovered. Back To Top Now You're A  Color Psychology  Expert! Color in general is fascinating to study, from both a theory and psychological standpoint. From Newton, Goethe, Itten, Hering, Young-Helmholtz, Birren, or  Mà ¼ller  (yes, there have been many theories on color throughout history),  the lowly color wheel has been considered and reconsidered again and again. The effect color has on us and our behavior has been studied repeatedly. When it comes to choosing colors, you must test.  You cannot know how your audience will respond to your colors in your content and layout without creating thoughtful A/B tests to determine which color combinations and placements generate the most leads and traffic in your content.

Chinese history Essay Example | Topics and Well Written Essays - 2250 words - 1

Chinese history - Essay Example China in its quest to borrow communism also borrowed and adapted European style art and literature from 1949 onward. Communism, which seeks to make all things look alike in its quest for social equality has not been able to diminish the traditional literature in China. The concept of â€Å"Redness† held by the Chinese Communist Party in, which holds that no expertise or knowledge is needed to do anything, is a concept deeply contradicted by Chinese literature. Those that introduced the â€Å"red† concept into Chinese art due to the great pressure put on artisans by the Central Cultural Revolution Group did between 1966-1976. It was further compounded and reinforced by Mao Zedong’s fourth wife who placed expectations on the artisans to produce art that were â€Å"red, bright and shining†. Older artisans who were traditional in their trade became irrelevant, which resulted in their humiliation and dishonor. Some were prosecuted accordingly, as the people reg arded them as traitors. The dichotomy in thought in China is evident in the way the country portrays itself to the outside world. The Chinese Revolution is part of the history of China and, as with every historical event has differing and conflicting accounts of its impact on Chinese life. Those who sought to establish communist socialism sought to change the politics of China and its culture. Contrastingly, those who wanted to maintain the status quo were regarded as elitists concerned about themselves at the expense of the masses. Chinese art and literature done by artisans inside or outside the country was a reflection of the ruling political party’s manifesto. All literature and art had to portray the government in good light or else its creators were labeled as government dissidents liable to face prosecution. The Marxist- Leninism of Mao suppressed intellectual and artistic freedom by its conformist regulations. However, artisans who managed to defect from China

Fundamentals of organizational behavior Research Paper

Fundamentals of organizational behavior - Research Paper Example The main objective of OB was to lay emphasis on the different elements of this subject to understand the varied facets of the employee behavior. Therefore, the origin of OB is derived from the above mentioned subjects. In France, the emergence of OB was with the evolving of other subjects and was quite different from OB taught in the east, UK and USA. OB laid emphasis on the varied aspects like organizational communication, development, outcome and climate (Desreumaux 352-444). The communication system in France was developed since a long time and the dissemination of information was structured in a unique way. Thus, OB in France focused especially on the organizational communication, which is considered as backbone for the smooth integration of activities and systems within the organization (Desreumaux 444-577). Organizational Culture, Social Systems, Role & Status Organizational structure is largely dependent on the organizational culture, which helps in the development of a positi ve organizational climate (Jackson, â€Å"Cross-Cultural Management and NGO Capacity Building†) In France, the different kinds of organization usually have formal or informal structures, which lead to creation of different kinds of organizational culture, climate and environment (Brennan and Vecchi 149-164). The development of social culture within the organization is essential for the perfect balance between the organizational environment and outcome. In France, mostly the employee attitudes, beliefs and opinions form the basis of development of employee role, which contributes significantly to the individual employee outcome. The role of an employee plays a significant role in the formulation of strategy, which can help in tackling organizational problems and removal of functional barriers. The role of the employees or designation is very important in shaping the organizational culture. It also helps in the contribution to the integration of the varied systems and process o f the organization (Davidson and Omar 1352-1706). Motivation, Maslow’s Hierarchy Model & Herzberg Two Factor Needs Motivation inspires the employees, who indirectly help in increasing the employee outcome. Motivation also helps in the systematic grouping of the organization, which leads to proper teamwork and coordination of activities among varied departmental units. The French give due importance to the systematic grouping, which lead to proper delegation of tasks and activities. This in turn promotes the development of positive organizational climate for the betterment of the entire system. As mentioned before, the French organization give due importance to the communication channel within the organization, which relies heavily on the certain factors like motivation, leadership etc. Similarly, the Maslow Needs of Hierarchy is critically important in French organizations, which serves purposeful as guidance for the increase in the organizational outcome and also to maintain a perfect balance within the organ

Green Capitalism Essay Example for Free

Green Capitalism Essay Green Capitalism is a new approach for resolving the problem of environmental destruction while ensure the sustainable development of capitalism practices (Bess, 2000). The world is witnessing the effects of global warming. In addition, economic sustainability remains a major concern by the global community. Based on this, green capitalism concept dictates for use of green energy sources to support the economy (Bess, 2000). By ethics of care, individual humans must protect the environment for the good of the whole community. Critics have blamed capitalism for its exploitation of available resources without concern of the negative environmental implications of the same (Beaufoy, 1993). From an ethical point of view, green capitalism concept is quite limited in its practicability due to the fact that capitalism by its nature seeks to maximize profits regardless of associated consequences (Beaufoy, 1993). On the other side, green practices dictate for protection of the environment and its ecosystem. Thus, the theory of green capitalism remains a conflict between caring for the environment and maximization of capital (Beaufoy, 1993). True to the letter, the world is claimed to have enough renewable resources to sustain its population. Nevertheless, most of these resources like solar, wind, and tidal energies are unpredictable for supporting our current economic energy requirements. Still, the green capitalism concept advocates for reduced consumption of anti-green products in the community (Bess, 2000). This has an ethical implication of harming the global market capital, a claim that has been blamed for economic meltdown (Beaufoy, 1993). As a solution to these real concerns on green capitalism theory, there is need having in place other models of addressing the problem of environmental pollution. Just to note, the effects of capitalism are permanent trends that cannot be reversed if capitalism prevails. References Bess, M. (2000). Greening the Mainstream. Environmental History, 5, 12-18. Beaufoy, H. (1993). Case Study: The Green Office in Britain: A Critical Analysis. Journal of Design History, 6, 9-14.