Martha Stewart Omnimedia Report

Summary The conviction of Martha Stewart on allegations of insider trading dented her public image as well as the image of the MSO Company. The allegations also led to loss of public trust that significantly affected employee morale and performance, company communication channels, and leadership credibility within the company.Advertising We will write a custom report sample on Martha Stewart Omnimedia specifically for you for only $16.05 $11/page Learn More My recommendations, to enable the company turn around and achieve profitability, revolve around enhancing employee morale, rebranding, implementing CRM, and adopting a horizontal organizational structure where, power and authority is spread among many people. Previously, the company brands had a close association with Martha’s name, who wielded a lot of influence within the company. The new management model should focus on selling the company’s image and separating the MSO identity from Martha. Analysis of the MSO Case Prior to the legal crisis in the late 2001, Martha Stewart had a prosperous career. However, the stock sale scandal led to legal suits that resulted to her conviction in 2004, which turned her career and her life upside down. It all began in 1999, when Martha bought shares of a biotech company, ImClone, which dealt with the manufacture of drugs. During this period, ImClone shares were doing well in the stock market hence, Martha’s decision to invest in the company. However, subsequent events in the same year dented the financial prospects of the biotech company. ImClone’s owner, Sam Waksal, aiming at improving the profitability and revenue of the company, approved the release of a new cancer drug, Erbitux, by the company. Before the FDA announcement date, Sam received prior information that the FDA was not going to approve the drug on the due date. Acting on advice from Sam, Martha sold her ImClone stocks. As a result, Martha faced alle gations of insider trading, which led to her conviction in 2004. Consequently, the conviction tarnished Martha’s reputation and the MSO shares’ value declined significantly. Most importantly, the morale of the employees and credibility of the management were affected by these events. Implications of Martha’s Conviction Martha Stewart allegations involved insider trading and other business malpractices. Her conviction in 2004 had profound implications on her career and the image of her organization, MSO. Prior to her conviction, Martha enjoyed a prosperous career as the founder of MSO, a large corporation with branches in many areas including publishing, merchandising, and broadcasting. The product offerings of the company reflected the tastes and preferences of Martha. In addition, the brand name of most of the products, that earned the respect of many in the United States, bore her name. Martha also was a writer; she published many books and magazines through M SO.Advertising Looking for report on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More However, her conviction resulted to a crisis in her personal life, as well as to the MSO Company. The performance of MSO stocks declined tremendously in the course of her conviction. The employee morale also declined while anxiety and stress levels increased. As a result, the public lost trust in the company. Therefore, the management should adopt a different strategy once Martha returns to the company. In my opinion, stress management training should be integrated into employee development programs. Additionally, a new organizational structure that delegates responsibility and powers on many senior executives, not only on Martha, is appropriate. Strategies to improve Communication The conviction of Martha caused a crisis that created extensive negative consequences in three main organizational areas at MSO management viz. communication , employee relations, and morale and leadership credibility. With regard to communication, the top management at MSO should consider a communication model that emphasizes on teamwork. In particular, the internal communication should focus on improving consumer attitudes and influencing organizational behavior patterns within Martha Stewart Living Omnimedia (MSO). Presently, the brand name of MSO is associated with its chief executive officer. Thus, the external communication strategies should aim at making a clear separation between personalities and the company’s identity. In this way, individual business malpractices by the management will not affect the reputation of the company. In essence, the company values override the interests of the founder(s). In addition, the communication model should strengthen the employee performance by informing them of the current trends within MSO and align employee goals with organizational goals. Essentially, employees in any organization possess diverse skills and different cultural backgrounds. Hence, internal communication in MSO should be open and allow participation from all employees. MSO should adopt a communication strategy, whether oral or written, that allows clear expression of expectations, concerns, or suggestions and regular feedback, both internally and externally.Advertising We will write a custom report sample on Martha Stewart Omnimedia specifically for you for only $16.05 $11/page Learn More As a way of enhancing external communication and company image, the MSO management should implement a customer relationship management (CRM) strategy alongside rebranding of its products. CRM employs the Internet and social media to manage customer relationships and enhance customer loyalty and product or price differentiation. MSO management should build a database regarding its customers so that the employees, management and other service providers can easily access customer inf ormation and align their product offerings with customer needs. Additionally, the CRM database can be used to notify customers and investors of any rebranding of the customer products or services (Payne et al., 2001, p. 197). Improvement in telesales or profits will indicate the success of this CRM strategy. Addressing the Employee Morale and Leadership Credibility Issues Evidently, the ImClone scandal that implicated Martha, the MSO’s Chief Executive Officer, led to loss of public trust in the company. Consequently, the employee morale and motivation, as well as performance, were adversely affected (Stajkovic, Luthans, 2003, p. 155). To improve on employee motivation and morale and boost performance, many organizational changes have to be implemented to address the internal problems. Firstly, the MSO management should adopt an organizational structure. With the resignation of Martha as the company’s CEO, much restructuring at the management is necessary. Since the fo under and mentor of the company has left the company, the new top management should endeavor to motivate and raise the morale of the employees, enhance proper communication channels, and align the employee goals with that of the company. According to Maslow’s theory, this will create job security and enhance employee performance. Secondly, the company should adopt a new organizational culture that emphasizes on teamwork. In this way, employee concerns and needs can be addressed adequately. Additionally, a strong organizational culture will promote desirable morals and values that are essential in the future growth of the company. Rebranding is another way the company can project a strong image to the public and enhance employee morale. Mason and Meyer argue that, rebranding influences company image positively especially by the external environment (2006, p. 801). In line with Maslow’s theory, good image will satisfy the self-esteem needs of the employees and enhance th eir performance (Stajkovic, Luthans, 2003, p. 171).Advertising Looking for report on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More In other words, the MSO management should identify the different levels of employee needs and take the necessary steps to satisfy them. Additionally, increased employee benefits or rewards for top performers can boost employee morale and performance. However, the management should make careful deliberations with regard to the rebranding process as this may lead to loss of public trust and employee morale. The rebranding should aim at retaining the appealing public image projected by Martha and establishing a different identity for the company. Reference List Mason, A., Meyer, M. (2006).Living With Martha Stewart Media: Chosen Domesticity in the Experience of Fan. Journal of communication, 63(51), 801-804 Payne, A., Christopher, M., Clark, M., Peck, H. (2001). Relationship marketing for  Competitive advantage. Oxford: Butterworth-Heinemann. Stajkovic, D., Luthans, F. (2003). Behavioral management and task performance In organizations: conceptual background, meta-analysis, and te st of alternative Models. Personnel Psychology, 56(18), 155-194 This report on Martha Stewart Omnimedia was written and submitted by user Crimson Dynamo 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.

Word Choice Nauseous, Nauseated, or Nauseating - Proofed

Word Choice Nauseous, Nauseated, or Nauseating - Proofed Word Choice: Nauseous, Nauseated, or Nauseating? Do grammatical errors make you feel sick? If so, are you feeling â€Å"nauseous† or â€Å"nauseated†? These words cause a lot of strife among grammarians, so we thought we would clear up some of the controversies by looking at three terms in detail: â€Å"nauseous,† â€Å"nauseated† and â€Å"nauseating.† Time to take your grammatical medicine! Nauseous (Causing Nausea or Feeling Sick) â€Å"Nauseous† is an adjective with two distinct meanings in modern English: Causing nausea or disgust nausea or disgust Feeling sick or disgusted The traditional meaning of â€Å"nauseous† is the first definition above. For example, we might say: The rotting meat gave off a nauseous smell. Here, â€Å"nauseous† implies that the smell of the meat is disgusting. Some (pedantic) people will insist that this first definition is the only â€Å"correct† use of this term. However, in practice, the second definition is widely used as well. As such, we could also say: The smell of the rotting meat made me nauseous. In this case, â€Å"nauseous† describes the feeling of nausea. This is, in fact, the most common meaning of this term in modern English and almost always how it is used in everyday language. Nauseated (Feeling Sick or Disgusted) The traditional word for feeling sick or disgusted is â€Å"nauseated.† This makes it like the second sense of â€Å"nauseous† above, so we would use it as follows: His disgusting habits left me nauseated. This term is actually the simple past tense of the verb â€Å"nauseate,† which means â€Å"to cause nausea.† Nauseating (Causing Nausea) Another variation of this term is the adjective â€Å"nauseating,† which means â€Å"causing nausea or disgust.† It is therefore used in the same way as the first definition of â€Å"nauseous† above. For instance: I find violent movies nauseating. The adverbial form of this word is â€Å"nauseatingly,† which is used when describing an action. Nauseous, Nauseated or Nauseating? So, with all of these overlapping meanings, how do you avoid errors when using these terms? Most of the time, using either â€Å"nauseous† or â€Å"nauseated† to mean â€Å"feeling sick or disgusted† is fine. You can then use â€Å"nauseating† to describe something that causes nausea or disgust, since this term only has one meaning. However, some still prefer to use the old-fashioned meaning of â€Å"nauseous,† especially in formal medical writing. Keep in mind, then, that it may specifically mean â€Å"causing nausea† in some cases. Nauseous = Causing nausea or feeling sick Nauseated = Feeling sick or disgusted Nauseating = Causing nausea

International services marketing Essay Example | Topics and Well Written Essays - 500 words

International services marketing - Essay Example Marketing services is different from marketing goods. As opposed to good, services are produced and consumed at the same time. This is because services have different characteristics from those associated with goods. Such characteristics include intangibility, inseparability, variability, and their lack of perishability. Therefore, the services are measured in terms of quality. Another difference between goods and services is the inseparability of services. This is because the services production cannot be alienated from the consumption process (Ahmadzadeh, et al., 2012). Services also tend to vary in aspects such as quality. These characteristics make marketing of services different from that of products. Therefore, success in marketing of services depends on relationship building. Service-based business rely on building trust, deliverability, the wants and needs, and the ability to convince customers that you are capable of driveling a service in time. However, marketing products i s different and mainly depends on factors such as price of the product and the quality of the product (Rao 2011). The marketing and trading of services across nations has been growing rapidly over the recent past. Export of services plays a critical role in trade balance, expansion of employment opportunities, and enhancing economic growth. However, the service economy is affected by factors such as export service capacity, limitation of resources required in service delivery. Such resource may include the human as well as financial capacity. Other factors affecting the service economy include behavioral and operative barriers. Moreover, language barrier affects intercultural service delivery due to poor interpretation of information (Fisk 1999). Export of services raises several issues. These issues include the privacy of the service consumers, the national security of the countries to which the services

Manufacturing engineering application Personal Statement

Manufacturing engineering application - Personal Statement Example This will be a good opportunity for me to grow in this field and gain all the insight I need as an engineer. Manufacturing Engineering is my passion and I have never had any trouble identifying my ambitions. What I enjoy most about the program is the diversity the course presents me. Projects are varied, wide, and each one of them distinct which are every reason I find the subject interesting. A degree in manufacturing engineering is very pertinent to my future career, it is one of those subjects that will fortify my engineering knowledge and equip me with the skills I need for successful jobs completion in future. I am certain that a degree on the same will provide me with the knowhow I require for a professional job in a plethora of sectors such as  industry, consultancy, finance, and public services. Beside my dream to pursue manufacturing engineering, the background I have on business engineering management makes me an eligible student for the program. I have chosen manufacturing engineering because I want to be a part of design technology that will see the cost of energy in production cut and ozone depletion reduced. To me, a career in material engineering is all I need as it will put me in the forefront of fighting for the improvement of the global environment and counter climate change. This subject does not only excite but intrigue me and I feel I have to master it in the near future. Engineering demands a few more skills for an increased productivity. Such include communication skills and excellence in a team-based work approach. It demands appreciation and understanding of the fact that holistic approach is vital in successful manufacturing engineering. I pay full attention to detail, readily accept responsibility, and I have been commended for exercising good judgment. The experience I have had in college and in the field has given me the understanding of

States Ought Not Possess Nuclear Weapons Essay Example for Free

States Ought Not Possess Nuclear Weapons Essay â€Å"I call upon the scientific community in our country, those who gave us nuclear weapons, to turn their great talents now to the cause of mankind and world peace: to give us the means of rendering these nuclear weapons impotent and obsolete. † Ronald Reagan spoke these words in office and not for the fact that he was in office, but for the fact that these words are true do I agree with him. We used our nuclear weapons once, merely one time, saw the cause and effect, yet we keep them in our possession to potentially attack again. We not need these weapons laying around, but to be dismantled and done away with entirely, which is why I affirm the resolution that states: Resolved: States ought not possess nuclear weapons. For clarity, I present definitions and observations; States; independent nations. Ought; used to express obligation, advisability, natural expectation, or logical consequence Observation One: To have possession of a weapon is signifying the ability, preparation, and willing to execute their use, because taking lives is immoral then possession for something of that same cause is immoral. Within today’s round, we must recognize what the main goal of nuclear weapons is, to protect the nation that controls them. Because of this, we must value Societal Welfare above anything else in this round. The winner of this round must be able to recognize a world where Societal Welfare, being the maximization of a country’s wellbeing by increasing the economic, political, physical security, and prosperity of its people, are improved. For this reason with costs, consequence, and benefits of an action, we must do this through Utilitarianism, which emphasizes doing the most good for the most people. Contention One: Nuclear Weapons Do Not Improve Lives â€Å"Nuclear weapons represent a structural and existential trap, of which there are only two ways out: with bombs being exploded, or bombs being dismantled. Either we disarm, or we perish. † Jonathan Schell ’82 The Fate of the Earth 215-17. I agree with the latter we disarm we survive, because Murphy’s law states, â€Å"Whatever can go wrong, will go wrong. † For one reason were nuclear weapons created, to kill, like any other weapon. Killing thousand upon millions of people is not beneficial to any society thus we must dismantle any and all nuclear weapons. As humans we try and do prevent war, diseases, and suffering, it is in our nature, but nuclear weapons do all of this at the push of a button. Instead of focusing on improving the quality of human life, we become fixated on the prevention of war, while simultaneously never attaining peace. Instead, we sit at the threshold of mass destruction in the form of nuclear war. Robert Jay Lifton, Professor of Psychiatry and Eric Markusen, Professor of Sociology, University of Minnesota, wrote in The Genocidal Mentality. The threat of nuclear war will prevail as long as states possess nuclear weapons and brandish them for security. This will inevitably result in their use. The proposition that nuclear weapons can be retained and never used, accidentally or by design, defies credibility. † Ronald McCoy, Conflict and Survival. He continues by saying, Human beings are fallible. In conventional war, mistakes cost lives, sometimes thousands of lives. However, if mistakes were to affect decisions relating to the use of nuclear forces, there would be no learning curve. They would result in the destruction of nations. Contention Two: Nuclear Weapons Serve No Beneficial Purpose â€Å"If you go on with this nuclear arms race, all you are going to do is make the rubble bounce. † Winston Churchill, former Prime Minister of the United Kingdom, said that if we continue to have an arms race the eventual result will be world destruction. So thus nuclear weapons serve no beneficial purpose if the whole point of them is to obliterate their target. So if we possess them they will never serve a purpose unless we use them. Charles Glaser , Associate Professor, the Irving B. Harris Graduate School of Public Policy Studies, University of Chicago, 1998 said, â€Å"Disarmament would leave all countries vulnerable to the political demands of a successful proliferator. Whatever danger proliferators pose today would be far greater in a disarmed world, even though the previously nuclear states would eventually be able to rebuild nuclear weapons, they would be unwilling to accept a period during which a proliferator enjoyed a nuclear onopoly. † Robert Jay Lifton, Professor of Psychiatry and Eric Markusen, Professor of Sociology, PHD, University of Minnesota, wrote in their book The Genocidal Mentality, â€Å"At the psychological and material heart of the transformation in consciousness we are suggesting is the replacement of dissociatied deterrence with an integrated mind-set and a policy of national defense that is neither genocidal nor threatening. This goal requires the rejection of the entire deterrence system because that system is inherently genocidal. To reject the genocidal system requires breaking out of its closed reasoning and recognizing that destroying the world in response to a perceived attack is politically unacceptable. †

Attention Deficit Hyperactivity Disorder (ADHD) Essay -- Health, Menta

Attention Deficit Hyperactivity Disorder (ADHD) Introduction Among the behavioural disorders that are commonly diagnosed, Attention Deficit Hyperactivity Disorder (ADHD) is the most prevalent among youth and children. It is a persistent disorder that is attributed to neurobehavioral problems. About 3%-5% of all the children in America are affected by ADHD (NINDS Attention Deficit-Hyperactivity Disorder Information Page, 2011). The disorder is characterized by inability to concentrate or focus on a task and exercise behavioural inhibition that is normally related to age. There are several warning signs which can indicate the possibility that a child may be affected by the disorder. These include difficulties adhering to instructions, talking a lot, disorganization, leaving homework or other chores unfinished, and having problems paying attention to details or responding (NINDS Attention Deficit-Hyperactivity Disorder Information Page, 2011). The fact that the disorder is considerably prevalent and costly has prompted research efforts in finding treatment and management approaches for ADHD. The research into this mental illness has been largely inspired by findings regarding its physiological basis which has paved way for discovering treatment approaches. It is imperative for those taking care of children affected with ADHD to understand the diagnosis, prognosis and phenomenology of ADHD so as to provide quality care for the affected (Sefa, 2007). In this paper, the physiological basis as well as the symptoms of ADHD will be discussed. In addition, the paper will discuss a biological approach to ADHD treatment and compare and contrast the genetic and environmental influences of the disorder. Finally, a summary of two articles reg... ...n From the above discussion, ADHD is a mental illness that not only affects children but also adults. It is characterized by hyperactivity, impulsivity, disorganization, and inability to focus and complete tasks without being distracted. In order to unravel the physiological basis of ADHD, research has targeted neurobiological and neurochemical aberrances notable in individuals with ADHD. The use of psychostimulants in the treatment of ADHD alters the functioning of the brain by enhancing attention through increasing blood flow in the frontal lobe areas. Current treatment trends emphasize the use of a multimodal approach so as to comprehensively address the complex nature of ADHD. From the discussion, ADHD is seen to be influenced in a significant way by both genetic and environmental factors. Genetic research has focused on twin studies and familial studies.

The Strengths and Weakness of the Airborne Express

In a highly competitive industry the structure of a firm is very important to its success. Today firms are moving away from the centralized structure of the past, and adopting a more decentralized structure (Management Challenges in the 21st Century p 315). The air express industry is no exception. FedEx, the leader in the air express industry since the late eighties, is also leading U.P.S. in the race to become decentralized. Airborne Express is not even in the race. In order to compete in today†s changing environment, Airborne Express needs to move away from its old fashioned centralized structure and form a more decentralized structure. The old fashioned structure is not the only variable that makes Airborne the follower in the air express industry. The Internet and information systems are transforming the air express market into an electronic commerce market, and Airborne needs to transform it†s operations to meet this growing market. This report describes the strengths and weakness of the organizational structure of Airborne Express. Furthermore, it also gives recommendations for future changes in Airborne Express. The first section of this report addresses how the organization of the firm evolved, and what changes are taking place structurally in its industry. The second section discusses labor issues in the air express industry and how they affect Airborne Express. The third section addresses the growing electronic commerce market and how it†s affecting the industry and Airborne Express. During the eighties many air express companies were formed and many were destroyed. However, three companies came out of this highly competitive period on top. They were FedEx, U.P.S. and Airborne Express. Airborne survived this highly competitive period by adapting to the external forces affecting the industry. One of the external forces affecting Airborne was the size of the competition. U.P.S. and FedEx were just swallowing up competitors. So Airborne decided the best way to compete was to be the low-cost provider of air express service. Robert Cline, CEO of Airborne explains their strategy â€Å"When you are up against UPS and Federal Express, those guys are so big and so well capitalized that you have to have a tool to fight with them. It wasn†t going to be size; it wasn†t going to be how well-known we were. So, we decided to be the low-cost operator.†(Washington CEO P 33). However, to become the low cost operator Airborne had to make many structural changes. One of those structural changes was that Airborne centralized its organization as much as possible. After all, why pay middle management high salaries when upper management can make all the decisions. Furthermore, what CEO would trust middle management to make decisions during the unstable period of the company†s history? Another major change Airborne underwent in the eighties, was to differentiate its service. Unlike its two major competitors, FedEx and UPS, Airborne changed its strategy to concentrate on providing services for large corporations (Airborne Express†s 10-K form p5). This strategic change not only gave Airborne product differentiation and market specialization, but also benefited by taking away the need for advertising. Therefore, it could save the $35 to $40 million it was spending a year on advertising, and use it to help become the low-cost operator (Washington CEO p 36). Airborne made important structural and strategic changes in the eighties, which contributed to its success. However, in the nineties, Airborne is reluctant to change with the environment. As mentioned earlier, many firms are moving towards a more decentralized structure. Airborne seems to be using the same structure that got it through the eighties. Consequently, its decision making is still coming from top management, and no responsibility is being delegated to lower management. FedEx however, has experienced growing success by using a decentralized structure. â€Å"Delegation, as demonstrated by FedEx, can lead to a more empowered work force and resulting heightened productivity and quality, reduced costs, more innovation, improved customer service, and greater commitment from employees† (Management Challenges in the 21st Century p 285). Airborne†s centralized structure is also one the reasons its been experiencing labor problems. The last few years have plagued the air express industry with labor problems that have kept CEO†s of major companies like UPS, FedEx, and Airborne Express on their toes (The New York Times Nov 1998). Since the UPS strike of 1997, air express companies are fighting to keep good relations with their workers. The Teamsters† strike with UPS over part-time and full-time help taught small business not to rely on one express company. UPS is not the only company having labor problems. With the use of lengthy negotiations and hefty salary promises FedEx has settled a labor dispute with its pilots, and are entering the year 2000 without labor problems (Institute for Technology and Enterprise P 12). Airborne Express, however, is experiencing major labor disputes with its pilots. Although under contract, Airborne pilots are not happy with management. A representative for Airborne claims â€Å"Airborne management has failed to implement key provisions in the contract†. This failure plus the firing of an Airborne pilot has the pilots angry (Traffic World P 1). Since the pilots are under contract, they can not strike, but they can stop flying volunteer overtime, which makes up 15 percent of Airborne†s flights. In November of 1998 the pilots voted to stop flying overtime (Traffic World P 3). Airborne needs to smooth over relations with its pilots soon, because the contract expires May of 2001. Therefore, unless Airborne settles this dispute, it will be facing an imminent strike. Another labor issue affecting Airborne is the Teamsters Union. Airborne signed a five-year contract with the Teamsters Union in 1998. There are three major provisions in this contract (Associated Press online p 2). 1. Provides improved working conditions for Airborne employees. 2. A Bonus for employees the first year, followed by a yearly wage increase for the last four years of the contract. 3. At least 50 percent of the current part-time work force will be changed to full-time by 1999, with the remaining 50 percent offered full-time positions by 2000. The last provision is could have consequences for Airborne Express. Using part-time help is a way for express companies to cut expenses by not having to pay full-time benefits. How will Airborne be able to keep up its strategy of being the low-cost operator if they lose the efficiency of a part-time workforce? Airborne Express needs to operate as efficiently as possible if they want to have the capital to compete in the growing electronic commerce market. Today the air express industry is faced with a technology that will force express companies to change organizational structure and basic operations. This technology is electronic commerce, or better known as the Internet. Presently, Internet sales make up 15 percent of the retail market, and are expected to make up 55 percent of the market by 2005 (Institute for Technology and Enterprise p 1). In order to compete in this growing market, many retail companies are changing their operations and selling products over the Internet. Because of this, there is a need for air express companies that can cater to the needs of online retailers. Express companies need to supply services such as just-in-time inventory or virtual inventory. In order to best describe the importance of this new market to Airborne Express†s future, I†m going to address the way FedEx is changing their structure to compete in this new market. One way FedEx is dealing with this new market is by providing just-in-time inventory services for companies. FedEx provides this service by connecting to an online retailer†s web site, and when a sale is achieved over the Internet, the order is placed directly with FedEx. Once FedEx receives the order, it picks up the product from the supplier and delivers it to the customer. This all takes place without the online retailer touching the product (Institute for Technology and Enterprise p 4). FedEx supplies this service for a percentage of the online retailer†s sales. There are three air express companies competing for control of this electronic market and Airborne is not one of them. The three companies are FedEx, UPS, and DHL. If the express industry is affected as much as predicted, Airborne could lose its ranking as third in the express industry to DHL. Airborne Express might be gambling on the hope that there will be companies who will fight this move to electronic commerce, and will give Airborne enough old fashioned express business for them to succeed. This is a major gamble. â€Å"Concepts like just-in-time manufacturing and mass customization were no longer just theory; a number of firms had carved out distinct niches in the market place by focusing on developing these capabilities in manufacturing and production. Tight supply chain integration was no longer perceived as a competitive advantage. It was being seen as a competitive imperative† (The Economic Benefits of Air Transport, 1997 p 23). Airborne needs to connect to the electronic commerce market before it loses the opportunity. In conclusion, Airborne made some wise changes to its structure in the eighties. These changes differentiated Airborne from its competitors, and allowed it to be the low-cost operator. However, in the last few years with Airborne†s failure to change with the environment and with labor disputes in its near future, the future for Airborne Express looks bleak. Unless Airborne wants to go back to transporting flowers it needs to rethink its strategy.