Free Essay

Blue Sky Software

In: Business and Management

Submitted By jcity
Words 2776
Pages 12
Version 1.2
The Blue Sky Software Consulting Firm

Case for Management and Leadership Program Assessment

The Blue Sky is a fifteen-year old software-consulting firm. It was founded by Max Blue, who was until last year its CEO and Chairman of the Board. Blue has stepped down from the CEO role, but remains Board Chairman. The new CEO is Jim Willis, who joined the company as VP for the HR software division five years ago. Before coming to Blue Sky Willis was an executive with a major accounting/consulting firm.

Blue Sky is divided into three divisions:

Machine Tool Software—This division develops machine tool software used in the auto industry. Some of the software is utilized by the major manufacturing companies, but mostly they serve suppliers of parts and components.

HR Software- This division has developed Human Resource Management software to be used in the retail industry. Their major client has been the Best Dollar Retail Chain, which sells upscale style, but affordable clothes for teenagers. They have retail locations in most parts of the country, except for the mid Atlantic and New England states. Most of their stores are in medium to small cities.

Heath Payment Software- This division has developed software for state governments to help manage their Medicaid provider payment systems. They provide this software for 15 states scattered across the country.

Each division is headed by a Vice President:

Machine Tool—Michael James- was one of the founders of the company, and has been with Blue Sky since the beginning as VP for Machine Tool Software. This was the first business line for Blue Sky.

HR Software- Mary Garrison- she has just started with Blue Sky, and replaced Willis when he became CEO. She had previously been an Associate VP for HR Technology at Best Dollar, and was the major point of contact with them. Thus, she was very familiar with the HR software produced for Best Dollar. She was a computer science major at State University.

Health Payment- Jeff Roberts has been with Blue Sky for seven years and VP of the health payment division for the last two years. Before joining Blue Sky he was a hospital administrator responsible for the hospital IT system.

The CFO is Karl Counts, who has worked in the finance department since the beginning of the company. He has been CFO for the last ten year.

The newest member of the Executive team is Susy Hubres, who last year assumed the position of Director of Planning and Marketing. She graduated from Harvard’s MBA program the previous year. She was hired by Max Blue shortly before he retired as CEO. Susy is the daughter of a long-time friend of Blue.

Blue Sky also has five regional offices: North, South, Central, West and East.

Forty percent of the Blue Sky employees work in the regional offices. The rest work at the corporate headquarters in Cleveland Ohio.

All those who work in the Machine Tool division are located in Cleveland. Three of the largest Medicaid accounts are run from the Cleveland HQ. The other health payment clients are served from the regional offices.

The regional offices were set up originally to serve the Best Dollar chain client. About 80% of the HR software work is performed in the various regions. Only a few centralized design functions are at the Cleveland headquarters.

Each regional office has a director, who is responsible for technical output and client service in that region. Service is an important part of the business, and the regional directors have all come from the service side of the business rather than the technical side.

As you read the case issues below you will be asked to assume the role of a consultant who has been hired by Willis to write a critical analysis of the issues facing Blue Sky. Willis has told you he wants an honest critique and recommendations and has not indicated any personal preferences to you. But, Willis does want you to draw on the Management literature in your report.

Problems and Issues

In the last few months CEO Willis has become concerned about several issues with a potential impact on Blue Sky. Susy Hubres is pressing him to institute a strategic planning process. Max Blue never liked to have meetings, and thought planning was a waste of time. Thus, Blue Sky never had a formal strategic plan.

Susy has written a memo to Willis proposing a three-day retreat for Blue Sky executives. The main agenda for the meeting would be the development of a ten-year strategic plan. In her memo Susy relates how she took three courses in planning at Harvard, and believes she is the best person to conduct the planning retreat and process. In the memo she asks for authority to hire two new people in her office. Both would be planning analysts, who would develop planning models using corporate and industry data.

In her memo Susy cites several issues of concern. First, the decline of the American auto industry because of the current economic environment. Blue Sky has been the major source of machine tool software in the industry. Secondly, some client companies have recently cut back on contracts with Blue Sky in favor of outsourcing work to India at 20% of what they would need to pay Blue Sky for the same work

Jeff Roberts, VP of the Health Payment Division, has recently informed Willis that there is an ongoing federal grand jury investigation with a focus on the Southern Regional office. The U.S. Attorney is investigating allegations of illegal contributions made to the Governor as a quid pro quo for state contracts. Also, the Western regional office made a serious coding error that nearly cost Blue Sky the whole HR software line of business with Best Dollar. Mary Garrison is making the argument that more control centralization at HQ is essential for the continued viability of this division. She is proposing the closure of two of the five regional offices with a transfer of about half the professional employees in the HR software division to the Cleveland office. Garrison argues this will allow her to more personally supervise this activity. Since she has come from Best Dollar, Garrison believes she has a clear sense of their needs.

Susy has concluded the HR line of business is too narrow in its focus on one client, and has suggested aggressive pursuit of new clients in the retail field. Garrison has resisted this approach with the argument that the whole HR software system is tailored for Best Dollar, and they would resist essentially sharing their HR software with competitors.

If the HR software business were centralized in Cleveland, the rationale for the system of regional offices would be weakened. They were developed ten years ago specifically to serve Best Dollar whose stores are in most parts of the country.

Jeff Roberts has a small R/D office in his division, and they have begun to lay the groundwork for moving to develop an information system module that might be sold to hospitals as part of the move toward electronic medical records. The CFO claims the pursuit of this strategy would take a significant technical and financial investment to develop and sell such a product. He does not think the company has the financial resources to do this, and fears the taking on of substantial debt to pursue this project is very risky.

Historically not only has the level of autonomy of the regions been an issue, but there is also the question of how they should be involved in decision-making.

Decision-making

Max Blue was a very talented software engineer, who personally led the effort to develop the three main software programs, which are the main competitive advantage of Blue Sky. Even his greatest admirers would admit that Max was an autocrat. Mostly a benevolent autocrat, but as he often said, “This is my company, and I know best how to run it.” Health problems have slowed down his level of physical activity so Willis thinks Max will live up to the promise to stay out of operations that he made when he offered the CEO position to Willis.

But, Max’s autocratic nature has led to a somewhat passive culture in which most key participants tend to wait for the “boss” to give orders. Suzy has been somewhat outspoken in her critique of this culture. But, everyone gets along well, and there are few of the personal battles that poison the atmosphere in some companies.

The regional directors are all younger and have been with Blue Sky a relatively short time. They started with Blue Sky in the sales and customer service part of the business, and have less technical knowledge. They would like to be more aggressive by expanding the business by seeking new clients and new product lines. The directors have typically only been involved in the Executive team meetings when there is a specific issue related to the regional offices. Willis has wondered if the dynamics of the decision process for the Executive Team would be enhanced if the regional directors were more systematically involved.

Willis is by nature more collaborative than autocratic. He has experimented with a more collaborative decision-making process in his weekly meetings with the VPs. As a group they do not seem to have a facility to come to a consensus decision. After a period of discussion, they seem to look to Willis to make a decision.

Since the company has been successful most of the executives and employees who have been with Blue Sky for a while are financially well off. Many of these older employees seem to be coasting toward retirement, and are not very interested in company expansion, especially if this carries some risk. Much of their retirement fund is tied to Blue Sky. Thus, the older generation tends to be satisfied with Blue Sky as it has been. They are mostly risk averse on new initiatives.

A Major Decision

An example of the recent decision-making process at Blue Sky is found in their dealing with product pricing in the Machine Tool Division. CFO Counts initiated this discussion in the Executive Team by presenting a report showing steady downward trend in the net revenue for this division. Gross revenue has over the last five years increased about 1% per year on average, but expenses have increased an average of 5% per year. If this trend continues for three more years, the division will no longer be profitable.

Willis scheduled a special meeting for this to be discussed by the Executive Team. At the meeting James stated the problem was a decision a few years ago to head off further decline in the volume of business by holding the line on charges for the product. The threat is the aggressive behavior of Indian software companies in seeking the business. This decision was made by Blue and James with little consultation of the others.

James reminded the team that the level pricing approach was intended to last only a year or so. He thinks that it is now time to raise charges again. Counts responded by pointing out that the rise in expenditures is caused by the hiring of several new high salary people in the Machine Tool Division. Hubres replied by pointing out American automakers and their suppliers are the main clients, and now those companies are in serious decline. She believes the problems are structural in the industry, and that not the India software companies are the real long-term problem.

Garrison and Roberts take the attitude “this is not my division or my problem”. The Japanese and other automakers in the US tend to use their own internal software products, and thus James has never pursued contracts with them. Counts has urged Willis to lay off some of the employees in the division since business has not been growing. He believes too many new people were hired in the last couple of years. Hubres wrote a “planning memo” arguing the division should be more aggressive in developing both new clients for the current software product, and new products for other clients.

James has argued that Counts has too much of an accounting perspective and doesn’t understand the difficulty of maintaining complex software—“this is not just an Excel financial model”, and that Harvard didn’t teach Hubres about the importance of personal relationships as a key to business development.

Willis held two all morning meetings on the topic, and hoped the group would develop a consensus. But, mostly there was a restating of everyone’s position. Even after Willis talked individually with Garrison and Roberts, they were reluctant to personally intervene in the dispute. Willis concluded they feared other VPs might try to micromanage their divisions in the future if they set a precedent.

Willis tended to agree with the perspective expressed by Hubres, but thought the only way he could get the division to move aggressively with new software or new customers was to fire James and replace him with someone new. Blue would almost certainly not be happy about such an action because James was personally an old friend and co-founder of the company.

It was clear the others looked to Willis to solve the problem, and most of the participants thought he would side with them.

Willis ultimately talked to James, and convinced him to work with Counts on a special retirement package for a few senior employees in the division without any immediate replacement for the retirees. This would save some money for the division.’

He had a meeting with James and Hubres and convinced them to work together to hire a management consultant who would suggest possible approaches to finding new clients for the current software.

Willis felt he had averted a large-scale conflict within the organization, but continued to worry this was a small temporary adjustment in response to a larger problem.

Case Questions and Instructions (to students)

You are required to type an 800-1000 word response to answer the questions regarding the Blue Sky Software case. The case will be provided to you with Canvas and will be used to assess a Program-Level Learning Outcomes for the Management and Leadership program. You are expected to complete your case analysis in class during the last class of the course. You may use any books you want as aides for the case analysis. The heart of the assessment process is the ability to analyze factual data, select relevant theories and diagnostic frameworks from all of the courses in the MNGT Program, apply those frameworks to analyze the facts of the case, and then develop recommendations for action. You will need to bring your laptop to class in order to complete the assignment. PLEASE let me know if you don't have access to a laptop and other arrangements will be made for you to complete this requirement. More information will be provided on the first night of class. You must use actual management concepts that were taught throughout the program. This assignment is worth 100 points.

Assume you are a consultant reporting to Willis, who charged you to examine the management issues facing Blue Sky Software. Based on your total classwork in the Management and Leadership program write a critical analysis. Focus on what you find to be the critical elements facing the company. Be sure to identify and analyze the management issues facing the Blue Sky Company, and in your essay include relevant conceptual ideas.

Some questions to consider are: (but the essay need not be limited to these questions)

1. Blue Sky has undergone a leadership change. Be sure to address the differences in leadership style and approach today and in the recent past at Blue Sky.

2. For every organization motivation is a critical element. Be sure to discuss and evaluate the approaches to motivation at Blue Sky now and in the past.

3. Has strategic planning and decision-making changed at Blue Sky? If so, is this a positive change?

4. The structure of an organization and its control systems are design elements. Identify potential design and/or control problems at Blue Sky and discuss applicable principles and theories of management that address these problems.

In your essay be sure to explicitly rely on management principles, concepts and theories from all the management courses to organize your response. The goal is to demonstrate understanding, application, and integration by the case essay. There is no single solution, and the essay should not just be a set of personal opinions.

Similar Documents

Premium Essay

Blue Sky Software Company

...Blue Sky Software Company Organizational Development Analysis November 28, 2012 Prepared for: Jim Willis CEO Webster University Management 6000 Professor: Dr. James Ewing Introduction Change is a growing concern for many industries and, in particular, software developers are feeling the fullest brunt of this tidal force. Global competition, economic uncertainty and high levels of risk aversion have created a tidal wave of change for American corporations. Organizations must embrace renewal strategies for specific reasons, such as improving, communication, efficiency, or decision making, rarely can an initiative successfully be deployed without strategic planning in the current hyper turbulent business world. It is with renewed vigor that Blue Sky Software must assess the organizations future operations with these new realities in mind. To prosper in the new globalized business world the Blue Sky Software organization must require a transformation from its executive team, its board of directors and its staff. The current change initiatives that must be undertaken are complex structural organizational changes. This goal demands a new set of leadership skills, empowered employees and clear decision making processes, allowing a highly adaptive orientation for the organization. The following report outlines such a path for Blue Sky Software. Adaptive Orientation Blue Sky......

Words: 1881 - Pages: 8

Premium Essay

Blue Sky

...Final Blue Sky Management and Leadership Question 1 In the past, Blue Sky leadership led from an autocratic leadership style. An autocratic leadership is similar to a dictatorship where only one person has the authority over the followers or workers. The autocratic leader decisions are to be taken as the final authority and should never be questioned. This leader plans out all of the companies agenda and demands that subordinates work according to their rules. The former CEO but still remained the Board Chairman, Max Blue, believed that meeting was not necessary therefore planning was considered a wasted of time. None of his employees seem to question his authority. This leadership style led to very passive employees at Blue Sky because they were unable to make decision caused them to lack passion about their jobs. Although the past CEO leadership style was autocratic, there were several different leadership styles among the various departments. The structure of the organization was divided in to the CEO, VP of the division, director of marketing, CFO, and the regional directors, who were consider upper management level. With the regional directors being younger and being with the Blue Sky for relatively a short period of time, they were more aggressive wanting to expand different product lines and clientele. However, the younger regional directors were presented with many challenges from the older managers that were mainly in vice presidents roles. These managers......

Words: 1588 - Pages: 7

Free Essay

Blue Beam Project

...Name: KARTIK KHURANA, ZACHE ECKERT Broad Topic: PROJECT BLUE BEAM Draft Title: __________________________________________________________ (may change) __________________________________________________________ Major Paper Outline INTRODUCTION Hook: Have you ever wondered what those flying disks were in the sky passing by? What if I told you that they are not aliens? What would you think they could be?? Supporting Arguments (Brief): 1. There have been many people who said they think they have seen a projection of a 3D holographic image in the sky. 2. A list of things have been in the sky, some of the examples are Christ’s image, Flying disks and floating buildings 3. Majority of the folks think that they can project a message, symbol or a 3D image directly onto a cloud or water vapour Thesis: I believe that the Government is planning on using this project blue beam to subject us to artificially created Earthquakes and a gigantic Space shows to name a few. The Project Blue beam has four different steps in order to implement the new age religion with antichrist at its head. BODY PARAGRAPH #1 Topic/Transition Sentence: As a matter of fact the floating city has been actually seen by many people in China. 3 Main Pieces of Evidence/Proof from a Variety of Sources (with citations): a) The floating city after a mirage in the shape of a dark skyscrapers made the world especially the people in China puzzled about this mysterious......

Words: 844 - Pages: 4

Premium Essay

Blue Sky

... The Blue Sky Software Consulting Firm Willie L. Byrd Webster University Prof. James Chester Management 6000 Concept Background The consultant, OD Mr. Willie Byrd, met with the client contact, Jim Willis CEO of the Blue Sky Software Consulting Firm, on Dec. 17, 2014 regarding examination of the management issues facing Blue Sky Software. Also in attendance at that meeting were the three division VPs who, together with Jim, comprised the Search Committee. During the meeting, Jim described Blue's current challenges, which included leadership changes, motivation/innovation, development of a strategic plan and its value, regional design, need for attention to strategic planning, finances, staffing and public relations – and possibly more areas, but Mr. Willis was not sure which yet. OD Mr. Byrd described how an overall systematic approach to organizational development would be the most effective approach to addressing Blue's major problems. He added that, during times of major change, it often is best to include some Board and leadership development in the project to help leaders understand and guide the change throughout the organization. OD Mr. Byrd added that the organizational development activities would best be conducted in the overall context of short-term, internally strategic planning, including the development and implementation of the Strategic Plan. After some discussion, participants agreed that a systematic approach to overall organizational......

Words: 3146 - Pages: 13

Premium Essay

Blue Sky Case

...The Blue Sky Software Consulting Firm is a company that has many internal problems. Every business has internal problems and the best businesses are constantly in a problem solving mode. Susy Hubres is truly looking out for the best interest in the company to solve the issues. It takes team work to get the issues under control and solved. When companies try to solve problems, they have to figure out how to get to the core of the problem, then come up with a solution option, and implement the selected solution. In this case, it is in need of a consultant to solve majority of the matters internal and external. There are a few strategy plans they can follow to get the company back on track. The management team has to give a base to solve the problems the branches are having and improve systems for many years to come. The first issue stated was Max Blue think that meetings are a waste of time. How are problems going to be solved? A strategic plan is needed and Susy is willing to bring the management team to a retreat to develop a ten-year plan. The management team should all have some state in addressing solutions, but it can be peripheral. In reference to the inventory problem, the manager should meet the following departments to come up with their solution. The departments are Shipping, Manufacturing, Inventory Management, Purchasing, and Accounting because they deal the inventory one way or other. Speaking to all the heads in each of the departments can give the...

Words: 736 - Pages: 3

Premium Essay

Jet Blue Airlines

...Jet Blue Airlines Strategic Management (Bus 599) October 16, 2011 In today’s society there are very few things that are limited in number. There are an immense number of companies that provide goods and services; those companies include but are not limited to wireless telephone companies, grocery stores, clothing stores, car dealerships, and airline companies. There are many different airline companies used daily for both national and international travel. JetBlue Airways is one amongst a number of airline companies. At one point JetBlue Airways was a discount airline carrier; which offered customer’s low fares, operated point-to-point systems, used two types of aircraft, served only snacks, and maintained quick turnaround times at airports. One of the airline company’s focal goals was for their customers to feel as if they were in a small cozy den in someone’s home. However, in the first six months of the year 2008 the US economy slowed and crude oil prices rose to a record of $140 per barrel. By this happening businesses had to cut back on employee travel and this rise in crude oil prices also stopped consumers from going on vacations. The rise in oil prices made air travel more expensive. There operating costs were low, especially compared to those of other major US airline companies (Thompson, Strickland & Gamble, 2010). Discuss Jet Blue’s strategic Intent Being affected by the increase in oil prices, Jet Blue decided to invest in the new airbus A320 which......

Words: 1315 - Pages: 6

Premium Essay

They Bought in Case Analysis

...budget to implement CRM software and has championed the effort for months, touting CRM’s far reaching potential to company department heads but during the project’s latest planning meeting, the executives involved express disappointment when they see that the initiative won’t give them everything on their wish lists. One department head is disappointed that so few of her “must have” items are in Barry's latest plan. Another is sour on the project now that he's discovered he won't get any payback for two years. The CEO, who has given the project his blessing, isn't present to back up Golding, and after the meeting Golding leaves without a sense of what he could have done to keep the department heads on his side. What Went Wrong? Thankfully, Julie, a teammate of Golding’s, brings to light that Barry has fallen victim to the “blue-sky paradox”. The blue-sky paradox, explains Julie, occurs when project leaders, in an effort to “sell” their project for buy-in or budget reasons, asks stakeholders to dream big. In doing so, these project leaders often encourage expectations to be set so high that they can’t be met—setting people up for disappointment. At this point in the project, Golding has essentially shopped around results, which he’s not yet sure the program will be able to deliver on. Mathew & Co.’s CEO has asked him to increase “closet-share” by helping regional managers better understand customer needs and desires--but can Golding’s CRM software deliver in the......

Words: 1509 - Pages: 7

Free Essay

Vertical Farming

...vegetables. Vertical farming will reduce water consumption; plants in vertical farming can be fed by soil-free hydroponic systems and lit by LEDs that mimic sunlight. We can control supply of nutrients like light and water by using control software. By using this software a farmer can monitor the whole apparatus from a smart phone. This will increase the number of crops per year. United Nations predicts that 86% of developed world’s people will live in urban areas by 2050. vertical farming can make food supplies more secure because it can continue producing even during extreme weather conditions. And they don’t need to use insecticides as long as the farmers are careful to protect their indoor fields. Most vertical farms relay on natural sunlight as much as possible. In sunny, near equatorial places like Singapore, Sky Green vertical farms do not depend on artificial light emitted by LEDs. Instead they use low power elevators to rotate mobile racks of Chinese cabbage and lettuce to the sunnier heights of the building. Conversely in places where sunlight is absent we can use LEDs. For instance in Japan, Kyoto-based Nuvege runs a window less indoor farm where LED light is tuned to two types of chlorophyll one is red and another blue. Tuned to these spectra they can grow a plant even in the absence of natural sun light. In such case electricity will increase the production cost but recent development of LEDs which are 68 percent efficient will reduce the cost.......

Words: 492 - Pages: 2

Premium Essay

Horizon Consulting Patti Smith Case Study

...Horizon Consulting Patti Smith looked up at the bright blue Carolina sky before she entered the offices of Horizon Consulting. Today was Friday, which meant she needed to prepare for the weekly status report meeting. Horizon Consulting is a custom software development company that offers fully integrated mobile application services for iPhone ™ , Android ™ , Windows Mobile ® and BlackBerry ® platforms. Horizon was founded by James Thrasher, a former Marketing executive, who quickly saw the potential for digital marketing via smartphones. Horizon enjoyed initial success in sports marketing, but quickly expanded to other industries. A key to their success was the decline in cost for developing smartphone applications which expanded the client base. The decline in cost was primarily due to learning curve and ability to build customized solutions on established platforms. Patti Smith was a late bloomer who went back to college after working in the restaurant business for nine years. She and her former husband had tried unsuc-cessfully to operate a vegetarian restaurant in Golden, Colorado. After her di-vorce, she returned to University of Colorado where she majored in Management Information Systems with a minor in Marketing. While she enjoyed her marketing classes much more than her MIS classes, she felt the IT know- how acquired would give her an advantage in the job market. This turned out to be true as Horizon hired her to be an Account Manager soon after graduation. Patti......

Words: 1780 - Pages: 8

Premium Essay

Branding Name Origin

...means a device that keeps a sinking man afloat. i.e. protecting life. Buoys ring shaped device that are kept in the ship f) Brand Logo Origin: Buoy is ring shaped and in red color in UK. Lifebuoy logo originates from here. It’s logo is oval shaped which reminds you of ring shape. g) Brand Color: Red as buoy is red in UK 3. Apple: a) Brand Launching: on April 1, 1976. It’s original name was Apple Computer, Inc. But, in 2007, it removed the word ‘Computer’. According to me, this is their branding strategy to thrive into consumer electronics goods. Very soon, they will launch HD TV. b) Country of Origin: California, USA c) Founder: Steve Jobs, Steve Wozniak, Ronald Wayne. d) Industry: Computer Hardware, Computer software, Consumer electronics, etc. e) Brand Name origin: Steve jobs, the founder of Apple, came up with the name ‘Apple Computer’. No significance was behind this name. Many used to say Steve Jobs was working in a community type farm and that inspired him to name his company as ‘Apple Computer’. Again, some other claims that this name was given to depict the story of Sir Isaac Newton sitting under an apple tree. The learning thing is that Mr. Steve never disclosed the why he had selected the name and let other to continue the debate on. f) Brand Logo Origin: Very first Apple computer logo had a picture of Newton sitting under an apple tree and an apple in that tree. But, this logo was short lived. Very soon in 1977, it converted......

Words: 2871 - Pages: 12

Premium Essay

Jet Blue

...Crafting and Executing Strategy Assignment 1 By Sarisa Sukbumrung BUS 599 Dr. Johnnie. Drake E. Drake, Jr. Strayer University Fall 2011 Abstract The objectives of this paper are to illustrate the business strategy of Jet Blue airways. The company’s strategy advantages, i.e., the quality of services, market strategies, and employees trained and challenges of a company competing on price. Latterly, focus on how the company deals with high competitive market industry, shareholder and financial management. Assignment: #1 - Crafting and Executing Strategy 1. Discuss the trends in the U.S. airline industry and how these trends might impact a company’s strategy. The trends in the U.S. airline industry, most of the U.S. airlines are operate in discount airline carrier by offering the passengers low fares, operated point to point system, used two types of aircraft and served only snacks, also provided quick turnaround times at airports. The most of the U.S. airline concentrated in the domestic route, however most the domestic flight can help the company gain small amount of the profits margin. It is the high competition between the pricing of each airline to attract the customer. Many airlines save the time ranged from 20 to 30 minutes during the flight because no meal served during the flight, so the plane do not have to wait for catering services to replenish the aircraft. Although, to save time for flight attendants to clean up all the trash, that is also help...

Words: 1389 - Pages: 6

Premium Essay

Windows Phone Ad Analysis

...use of tools such as rhetorical, narrative, and genre focused aims help convey meaning in advertisements and successfully get a message across. The aim of this Windows Phone advertisement is to catch the eye of “gamers”. This is appealing to internet users that are attracted to some sort of action genre to convey that their device might be “superior” to a competitor. This advertisement uses a simple, minimal message to target its audience but leaves many questions and effectively ignores other audiences. When Microsoft designed this ad, the designer picked a color scheme to flow like the sky with a dash of smoke. The phone itself features App blocks or windows to match the background color to imply that the phone might be customizable (which is a common feature on any competitor’s phone.) Maybe the implication they are trying to convey is that the device would “smoke the competition in the sky”? I’m personally not too fond of the message. This Window’s phone ad has a very direct message but does not show the reader any feature of the device where it has “smoked the competition”. This message would be used primarily to target gamers, young adults, and cheesy action movie lovers where someone “smokes” the competition. The problem with targeting this audience is that most of them will have internet access and can easily search for reviews about the entire market of mobile phones. In fact, the Windows Phone is probably the least attractive phone in terms of physical......

Words: 925 - Pages: 4

Premium Essay

Corporate Finance

...their values do show up in stock prices. RIM, a technology company, continuously works on developing new communication devices. As you can see from Table 7.4, it sells for about 4.2 times book value. Where did all that extra value come from? Largely, it bre0089X_ch07_219-261.indd 226 15/02/12 9:43 AM Third Pass Chapter Seven Valuing Stocks 227 resulted from the expected success of its extensive research and development (R&D) program. R&D is accounted for as an expense, not as an investment, during the research phase. Once the research has resulted in a viable new product, IFRS provides criteria for capitalizing the expenses to create an intangible assets. U.S. GAAP also has criteria that allows certain costs related to software development be capitalized as a new asset. Successful R&D and the expectation of future successful R&D do show up in stock prices, however. Market value is not the same as book value or liquidation value; unlike book value and liquidation value, it treats the firm as a going concern. 3. Value of future investments. If investors believe a company will have the opportunity to make exceedingly profitable investments in the future, they will pay more for the company’s stock today. When Google first sold its stock to investors in 2004, the book value of shareholders’ equity was about $2.9 billion. Yet one day after the issue investors valued the equity at over $19 billion. In part, this difference reflected an intangible asset, its......

Words: 27013 - Pages: 109

Premium Essay

A Philosphical Aspect of the Movie Matrix

...movie, thoughts and philosophy. This movie is like a harmony between thoughts of every historical period. Firstly, every character name is chose especially in this movie. For example, In Greek mythology, Morpheus is the God of dreams. Furthermore, “morph” means “morphine” which is used in medicine as tranquillizer. Morpheus lives in another world and he always be stand by Neo. Neo is nick name of Thomas Anderson in matrix. According to mysticism Neo is referred to as "the One". In Christianity “one” symbolizes Jesus Christ. The name Thomas is Hebrew and means "twin." As Thomas, he works for a software company. As Neo, he is a computer hacker in matrix who wakes up in the real world. In Christianity, Jesus dies on the cross, but later is resurrected and ascends up to heaven. In the movie, Neo dies but later comes back to life. At the end of the movie, Neo resurrects and flies up into the sky. Trinity is the third character. According to Pythagoras, three is the perfect number. In Christianity, there are three holy power: The Father, The Son, The Holy Spirit. From this point of view, Morpheus is The Father, Neo is The Son and Trinity is The Holy Spirit. The Oracle is a person who was intermediary between God and people in Greek history. Also, she is a soothsayer in the movie. Cypher is a form of “Cipher”. In some computational systems, Cipher means “zero”. It can be referred as no value. His devilish beard and his red dress symbolizes Satan. The Agents represent human races.......

Words: 813 - Pages: 4

Premium Essay

The Creation of Facebook

...FACEBOOK SHORT REPORT SHORT REPORT: FACEBOOK Facebook was founded on February 4, 2004, by Mark Zuckerberg with his college roommates and fellow Harvard University students Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes. The founders had initially limited the website's membership to Harvard students, but later expanded it to colleges in the Boston area, the Ivy League, and Stanford University. It gradually added support for students at various other universities and later to their high-school students. Facemash, the Facebook’s predecessor, opened on October 28, 2003. Initially, the website was invented by Zuckerberg and his fellow tech buddies. Zuckerberg wrote the software for the Facemash website when he was in his second year of college. The website was set up as a type of “hot or not” game for Harvard students. The website allowed visitors to compare two student pictures side-by-side and let them choose who was “hot” and who was “not.” Facebook was initially incorporated as a Florida LLC. For the first few months after its launch in February 2004, the costs for the website operations for Facebook.com were paid for by Mark Zuckerberg and Eduardo Saverin, who had taken equity stakes in the company. In the summer of 2004, Peter Thiel made a $500,000 angel investment in the social network Facebook for 10.2% of the company and joined Facebook's board. This was the first outside investment in Facebook. Facebook......

Words: 625 - Pages: 3