Impact of Radio Advertisements on Buying Behavoiur of Customer

MEDI-CAPS INSTITUTE OF TECHNOLOGY AND MANAGEMENT (Affiliated to D. A. V. V, Indore) SYNOPSIS OF MAJOR RESEARCH PROJECT â€Å"THE IMPACT OF RADIO ADVERTISEMENTS ON BUYING BEHAVIOUR OF URBAN CUSTOMERS† GUIDED BY : SUBMITTED BY: Dr. DEEPAK TALWAR VISHAL CHAWLA [PhD, Assistant Professor] MITM MBA III-SEM, MITM CONTENTS 1. TITLE 2. INTRODUCTION 3. CONCEPTUAL FRAME WORK 4. REVIEW OF LITRETURE 5. RESEARCH METHODOLOGY 6.LIMITATIONS OF STUDY 7. BIBLIOGRAPHY. INTRODUCTION This study aims to analyze the impact of radio advertisements on urban customer towards buying behavior in retail stores and attempts to determine the role of radio advertising on broadcasting of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on descriptive investigation. ADVERTISEMENT – The American Marketing Association defines advertising as â€Å"any paid form of non-personal presentation and promotion of ideas, goods an d services by an identified sponsor. The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. The non personal component means that advertising involves mass media (e. g. radio, magazines, newspapers etc. ). Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i. e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process.Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc. of any product or service. Thus, we can say, advertising consists of all activities involved in presenting a sponsored message regarding a product, service or an idea. RADIO – An electronic receiver that detects and demodulates and amplifies transmitted audio signals. RADIO ADVERTISEMENTS – It is the presentation and promotion of idea s, goods and services through radio as advertising medium.In radio there are short breaks during transmission of any programme which is filled by advertisements of products and services. Radio advertising is one of the tools of advertising which is effectively used for communication and positioning BUYING BEHAVIOUR – Buying Behavior is the decision processes and acts of people involved in buying and using products. In other words it is the process by which individuals search for information about the product , select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. Radio is the most involving and powerful promotional medium.Radio’s ability to create dynamic promotional concepts, to build anticipation and generate excitement, to magnetize the audience and the exhilaration radio delivers for both audience and advertisers is unparalleled. Radio has made a comeback in the lifestyles of Indians. Radio has the reputation of being t he oldest and the cheapest medium of entertainment in India. The radio industry has been completely reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players .The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. The current size of the radio market in India is Rs 300 crores and is expected to achieve the highest growth rate of 32 per cent in coming years. The quality of the sound and the music has improved significantly with the emergence and use of satellite radio. The audience profile has also shifted to the high-income group. Local advertising, lower amount of money spent by the companies to advertise on radio is an added attractiveness for the players.All India Radio (AIR) – the national service provider owned and operated by the Ministry of Information and Broadcasting under the Government of Ind ia – is the largest player in the industry. Radio is an ideal media for marketing fast moving consumer goods because it can reach wide targeted listener demographics in urban territory. A large number of people listen to radio while traveling in urban areas and respond to the broadcast of various commercial messages. CONCEPTUAL FRAMEWORKIt is a logical development, described and elaborated network of association amongst variables that has been identified through interviews, observation and literature survey. Identification of key variable is very important in every research study. It can be defined as:- â€Å"A variable is anything that takes different values† Dependent Variables – In my project, our depending variable is â€Å"Buying Behavior of Customer†. Independent Variable – In my project, independent variables are â€Å"frequencies of radio advertisements on air and purchasing pattern†.Intervening Variables – Willingness to buy. Extraneous Variables – â€Å"Sales tax† as sales tax has little effect on the buying behavior, so it can be ignored. REVIEW OF LITERATURE Bob Trowbridge Created on: October 27, 2009 In the research he examined that basic need which should be focused before spending money on any advertising campaign is to know your market. Who buys your product or uses your service? If you know the audience you need to reach, you are more than halfway to finding the proper radio advertising vehicle.It's not just the right radio station, but the right program. With some radio ads you can pay for a certain number of ads to run throughout the day (and night). Depending on the station, this can mean that your ad will be aired during music programming, talk radio, and or news segments. The ultimate feedback from your ads will be an increase in sales. But you don't want to risk your advertising money without having a pretty good idea of the success of your ads before the sales show up. Donal d pennington Created on: August 30,2007 People are good listeners always.That’s the reason that business promotion strategies via radio advertisement are globally accepting. With a well-timed ad, following immediately after a popular song, there's the psychological advantage of the consumer hearing a message while still in an â€Å"upbeat mood† from the previous song or maybe a funny joke from the DJ. So, most businesses placing an advertisement on the airwaves take the time to have anything from a special offer just for that campaign, or maybe a toll-free number in place for listeners to respond to in place before the ad campaign is even created Pornpitakpan and Tan, 2000Radio advertisements on sales promotions at retail stores are largely created with humor to add emotional value. Listeners perceive humor and develop attitude towards communication and the brand. The purchase intentions are higher for humorous advertisements containing moderate incongruity than those conveying message directly different levels of emotions such as warmth, love, longing and desire, happiness and amusement were elicited by different commercials of retail stores. The most memorable advertisements among radio listeners have been those that evoked the most positive feelings and were the best understood.However, need to acquire product significantly affect a person's interpretation and emotional experience of a commercial Radio advertisements drive consumers to remember messages differently in reference to the favorite jingle, program or music. Such beliefs of listeners help advertisement to stay atop of the mind and consumers unconsciously associate with it as a personally relevant information and have an enduring impact on their emotions. Short cycle radio advertising is developed to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement.How to measure the impact of radio advertising c ampaigns Created on: June 02, 2007 Studies have shown that people are more receptive to what they hear, as opposed to what they see. In other words, radio advertising is often more effective than TV. Advertising TV ads are often seen as a distraction and a nuisance that always seems to appear at the worst possible time when you are watching your favorite show. However, it's been found that people find radio ads more acceptable because they are listening to the radio station they enjoy, and the feeling often carries on into the ads they hear.There are several ways to tell what impact your radio ad campaign is having. Fist of all, stations have a ranking system (through polls) that will rate the effectiveness of your campaign. Also, an increase in sales that corresponds with your campaign will also serve as an indicator RATIONALE OF THE STUDY The interest paid by the past researchers on the functions of radio advertising is considered as one reason of the study. As we know that advert isers ; marketers are more concerned to know what are the customer motive ; their purchasing pattern in order to use different trategies to influence customer behavior ; when we get our findings than we will give very fruitful suggestions to the marketing department of the organizations that we can increase their sale amongst the customers. RESERCH METHODOLOGY Objectives :- The study aim to see the effect of advertisement on consumer behavior by perusing the following objectives:- * To study the impact of radio advertisement on the buying behavior of customer. * To find out the receptivity of the advertisement due to appeal use in it. Research design:- DescriptiveHere in my research process, my purpose is to evaluate that what affects the customer buying behavior, which are the factors which influence the buying behavior, how radio advertisements affect the buying behavior of customer. So I can say that I am explaining an existing situation so our purpose of study is descriptive. Hy pothesis :- H1 – Radio advertisements drive positive effect on listeners towards determining store choice and buying probabilities. H0 – Radio advertisements do not drive positive effect on listeners towards determining store choice and buying probabilities.Sample Plan :- The data will be gathered from 50 individuals (sample size is 50). Each individual is chosen randomly and entirely by chance, such that each individual has the same probability of being chosen at any stage during the sampling process. Tools of data collection :- Primary data Structured questionnaire – For this study a self-explanatory questionnaire consisting of 15 fixed item responses was adopted along with the instructions. Questionnaire items contained informative queries about advertised brand and its consumption process. Secondary dataArticles , research papers, browsing internet Tools of data analysis :- After gathering the data, frequency, percentage and the mean will be used to analyze the collected data. LIMITATION OF THE STUDY Errors -Respondents’ Error – the bias of the respondents sometimes leads to wrong results. Also unwillingness to answer certain questions also bring in errors in the conclusion -Researchers’ Error ; Interviewer’s Error – sometimes the question can’t be properly put forward to the respondent by the interviewer and also he may be bias in a few cases. BIBLIOGRAPHY Research Methodology – C. R. Kothari, second edition, Wishwa prakashan. * Principles of Advertising – Monle Lee ; Carla Johnson, Viva books pvt. Ltd. * Effectivity of Radio Advertisement- Liezel Campbell. WEBLIOGRAPHY * http://www. helium. com/items/566995-how-to-measure-the-impact-of-radio-advertising-campaigns(Retrieved on 14. 03. 12). * http://sibresearch. org/uploads/2/7/9/9/2799227/rajagopal_wp-04-2010( Retrieved on 13. 03. 12) * http://www. emeraldinsight. com/journals. htm? issn=0959-0552;volume=39;issue=7;articleid=1931 055;show=html(Retrieved n 14. 03. 12).

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Forms of Business Organisations Essay Example | Topics and Well Written Essays - 250 words

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C.P. Ellis Essay Example | Topics and Well Written Essays - 1250 words

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Advanced Seminar Final Take Home Exam Assignment

Advanced Seminar Final Take Home Exam - Assignment Example The fourth is education in order to enhance growth of knowledge and the management of activities that direct, organize or control activities that psychologists offer to the public. Fifth is ability to adhere to ethics of good practice and lastly the skills to develop appropriate attitudes towards the understanding of concepts such as individual differences, cultural diversity and professional development (Falender & Shafranske, 2008). MASTERY stands for Mastering knowledge, Assessing skills and competence, Setting minimal competency standards, Training to competency, Evaluating understanding of relevant legal and ethical principles, Reviewing skill level and Yielding to continuing education (Falender & Shafranske, 2008). I will ensure that the trainees have the knowledge required of them to become competent psychologists by providing training opportunities for them in order to build their knowledge and skills. After the training I will use various methods to assess whether they have acquired the right knowledge and skills necessary for them to perform their duties. In order for them learn faster and acquire these skills it is important to set minimal standards for them so that they feel motivated to learn. In the supervision I will continue to offer more avenues for training so that they build on their competencies so that they feel competent about their duties. I will also ensure that they do understand ethical concerns in handling patients by exposing them to various legal and ethical problems. I will also evaluate them to see whether they have learnt anything if not I will give them a chance to build their knowledge through continued education. Intentional self-disclosure is the deliberate verbal or nob verbal disclosure of personal information. It refers to both verbal and other deliberate actions that may include placing a given family photo in the office. There are two types:

A Beautiful Mind Essay Example for Free

A Beautiful Mind Essay You have to wonder what goes through the mind of a person with schizophrenia. I have often wondered if the people who have this disorder have had experiences similar to those of John Nash, portrayed by Russell Crowe, the Oscar nominated best actor in a leading role. The movie was A Beautiful Mind. This 2001 film received four Oscars in 2002 for Best supporting Actor, Best Director, Best Picture, and Best Writing Screenplay Based on Material Previously Produced or Published. I think all too often people are given medication and other intrusive forms of treatment for mental illness when cognitive therapy with motivating factors can help to overcome the crippling illness. This is the drama represented in this film. This film depicts mathematician John Nash and his lifelong struggles with his mental health. Enrolling at Princeton in 1947 as a graduate student, Nash almost immediately stood out as an odd duck (Honeycutt). He devoted himself to finding something unique, a mathematical theorem that would be completely original. He kept to himself for the most part and while he went out for drinks with other students, he spends a lot of time with his roommate, Charles, who eventually becomes his best friend. Five years later John is a professor at MIT where he meets and eventually marries a graduate student, Alicia. The problem that John Nash writes on the blackboard in his lecture is a real one (unlike in other movies, where math on boards is usually either too simple or fake). See more:  Masters of Satire: John Dryden and Jonathan Swift Essay There is an important theorem in mathematical physics that directly says the answer to this is 1. Later, when he discusses the problem with Alicia Nash, he makes additional restrictions for the solution, without which the problem is much harder, so he is pretty confident she didnt solve it. Over time however John begins to lose his grip on reality, he secretly goes to work for the Pentagon and an elusive spy, breaking hidden messages from the coded newspapers sent by Soviets to operatives in the United States, warning of Armageddon (David). As the depths of his imaginary world are revealed, we find out that Charles, along with his niece, is a figment of his imagination; Nash withdraws from society and eventually is institutionalized and diagnosed with schizophrenia. Years of partially successful psychiatric treatment combined with medication follow, and although there was some success with this form of treatment, Nash realizes his thinking is a fog and his marriage is falling apart and to op it off he does not feel like he is a husband. With tremendous effort and much practice he learns to ignore the delusions of his mind and focus on reality, Alicia stands by him and continues to support Nash in his daily struggle. Its not until the 1970’s that John makes his long journey back into the world of academics, gradually returning to research and teaching. In 1994, John Nash was awarded the Nobel Prize in Economics (David). Paraphrasing Nash’s acceptance speech, in the movie Russell Crowe sums up his career by saying â€Å"And I have made the most important discovery of my career, the most important discovery of my life: It is only in the mysterious equations of love that any logic or reasons can be found (Crowe). † In conclusion I would like to state that by being compassionate and loving towards a person with mental illness it is possible to help them to cope with life without drugging them. Thank you. Are there any questions?

Approaches To Implementing Appreciative Inquiry Cultural Studies Essay

Approaches To Implementing Appreciative Inquiry Cultural Studies Essay Appreciative Inquiry (AI) is an organizational development process or philosophy that engages individuals within an organizational system in its renewal, change and focused performance. Appreciative Inquiry was adopted from work done by earlier action research theorists and practitioners and further developed by David Cooperrider of Case Western Reserve University. It is now a commonly accepted practice in the evaluation of organizational development strategy and implementation of organizational effectiveness tactics. Appreciative Inquiry is a particular way of asking questions and envisioning the future that fosters positive relationships and builds on the basic goodness in a person, a situation, or an organization. In so doing, it enhances a systems capacity for collaboration and change.0#cite_note-0[1] Appreciative Inquiry utilizes a cycle of 4 processes focusing on: DISCOVER: The identification of organizational processes that work well. DREAM: The envisioning of processes that would work well in the future. DESIGN: Planning and prioritizing processes that would work well. DESTINY (or DELIVER): The implementation (execution) of the proposed design.1#cite_note-1[2] 2#cite_note-2[3] The basic idea is to build organizations around what works, rather than trying to fix what doesnt. It is the opposite of problem solving. Instead of focusing gaps and inadequacies to find blame and remediate skills or practices, AI focuses on how to create more of the occasional exceptional performance that is occurring because a core of strengths is aligned. The approach acknowledges the contribution of individuals, in order to increase trust and organizational alignment. The method aims to create meaning by drawing from stories of concrete successes and lends itself to cross-industrial social activities. It can be enjoyable and natural to many managers, who are often sociable people. There are a variety of approaches to implementing Appreciative Inquiry, including mass-mobilized interviews and a large, diverse gathering called an Appreciative Inquiry Summit (Ludema, Whitney, Mohr and Griffin, 2003). Both approaches involve bringing very large, diverse groups of people together to study and build upon the best in an organization or community. The basic philosophy of AI is also found in other positively oriented approaches to individual change as well as organizational change. As noted above, AI fosters positive relationships and builds on the basic goodness in a person, or a situation . The idea of building on strength, rather than just focusing on faults and weakness is a powerful idea in use in mentoring programs, and excellent performance evaluations. It is the basic idea behind teaching micro-affirmations as well as teaching about micro-inequities. (See Microinequity Rowe Micro-Affirmations and Micro-inequities in the Journal of the International Ombudsman Association, Volume 1, Number 1, March 2008.) AI has been used extensively to foster change in businesses (a variety of sectors), health care systems, social profit organizations, educational institutions, communities, local governments, and religious institutions. Appreciative inquiry (AI) is a major breakthrough in organization development, training and development and in problem solving, in general. AI is based on the assertion that problems are often the result of our own perspectives and perceptions of phenomena, eg, if we look at a certain priority as a problem, then we tend to constrain our ability to effectively address the priority and to continue to develop in our lives and work. AI is a philosophy so a variety of models, tools and techniques can be derived from that philosophy. For example, one AI-based approach to strategic planning includes identification of our best times during the best situations in the past in an organization, wishing and thinking about what worked best then, visioning what we want in the future, and building from what worked best in order to work toward our vision. The approach has revolutionized many practices, including strategic planning and organization development. Various Perspectives The following links are by no means a complete list of online resources about AI. Like any other topic in the Library, the following links are to resources that can help to get you started in learning more about this topic. Appreciative Inquiry Commons AI : the Quest Appreciative Inquiry Resources Appreciative Inquiry and Community Development Appreciative Inquiry 5D Spiral of Development Taos Institute on Appreciative Inquiry managementhelp.org/commskls/appr_inq/appr_inq.htm Appreciative Enquiry . . . it is through language that we create the world, because its nothing until we describe it.   And when we describe it, we create distinctions that govern our actions.   To put it another way, we do not describe the world we see, but we see the world we describe.  Ã‚  Ã‚   Joseph Jaworski As it has evolved, there are a number of ways in which to conduct an Appreciative Inquiry (AI)Team Building but the processes all tend to follow a common path of four phases: Discovery (conducting appreciative interviews and identifying the themes and life-giving forces), Dream (developing provocative propositions for the future), Design (integrating wishes for the future with plans for needed changes to structure, systems and processes) and Destiny (making it happen and making it sustainable over time Appreciative enquiry is a new way of approaching problem solving, team-building and solution development. Appreciative Inquiry works from a set of assumptions. 1. In every society, organisation or group, something works well. 2. What we focus on, becomes our reality. 3. Reality is created in the moment, and there are multiple realities. 4. The act of asking questions of a person, or group influences the group/person in some way. 5. People have more confidence to journey to the future (the unknown) when they carry forward parts of the past (the known). 6. If we carry forward parts of the past, they should be what is best about our past. 7. It is important to value differences. 8. The language we use creates our reality and experience. The Appreciativer Inquiry Way While these may seem obvious, we know from our own experience that we can look at what isnt working and start problem solving. This pulls us backwards/downwards rather than forwards.   If we focus on difficulties in the past, people become self defensive and feel that life is hopeless.   When we ask them about their successes, they become enthusiastic and start to hope again and explore possibility. Appreciative Inquiry 5-D Cycle Discovery: The Appreciative Inquiry approach to personal, or organisational, change is to begin by looking for what is working -APPRECIATING the best of our experience. Dream: This is to consider what might be ENVISIONING RESULTS Design: What should be the ideal? CO-CONSTRUCTING Destiny: How to empower, learn adjust or improvise    SUSTAINING Do-It: Action towards achievement Commitment, response, action The tangible result of the Appreciative Inquiry process is a series of statements that describe where the person or organisation wants to be, based on the best moments of where they have been. Because these statements are based in real experience and history, people know how to repeat their success. They have created before, they can create once again. The purpose is to reconnect with the life giving forces-what is working, and then go beyond that to, what could be if we expanded our paradigm of possibility. What is Appreciative Inquiry? from A Positive Revolution in Change: Appreciative Inquiry by David L. Cooperrider and Diana Whitney. Ap-preci-ate, v., 1. valuing; the act of recognizing the best in people or the world around us; affirming past and present strengths, successes, and potentials; to perceive those things that give life (health, vitality, excellence) to living systems 2. to increase in value, e.g. the economy has appreciated in value. Synonyms: VALUING, PRIZING, ESTEEMING, and HONORING. In-quire (kwir), v., 1. the act of exploration and discovery. 2. To ask questions; to be open to seeing new potentials and possibilities. Synonyms: DISCOVERY, SEARCH, and SYSTEMATIC EXPLORATION, STUDY. Appreciative Inquiry is about the coevolutionary search for the best in people, their organizations, and the relevant world around them. In its broadest focus, it involves systematic discovery of what gives life to a living system when it is most alive, most effective, and most constructively capable in economic, ecological, and human terms. AI involves, in a central way, the art and practice of asking questions that strengthen a systems capacity to apprehend, anticipate, and heighten positive potential. It centrally involves the mobilization of inquiry through the crafting of the unconditional positive question often-involving hundreds or sometimes thousands of people. In AI the arduous task of intervention gives way to the speed of imagination and innovation; instead of negation, criticism, and spiraling diagnosis, there is discovery, dream, and design. AI seeks, fundamentally, to build a constructive union between a whole people and the massive entirety of what people talk about a s past and present capacities: achievements, assets, unexplored potentials, innovations, strengths, elevated thoughts, opportunities, benchmarks, high point moments, lived values, traditions, strategic competencies, stories, expressions of wisdom, insights into the deeper corporate spirit or soul and visions of valued and possible futures. Taking all of these together as a gestalt, AI deliberately, in everything it does, seeks to work from accounts of this positive change core-and it assumes that every living system has many untapped and rich and inspiring accounts of the positive. Link the energy of this core directly to any change agenda and changes never thought possible are suddenly and democratically mobilized. appreciativeinquiry.case.edu/intro/whatisai.cfm What is Appreciative Inquiry? Appreciative Inquiry is the study and exploration of what gives life to human systems when they are at their best. It is an organization development methodology based on the assumption that inquiry into and dialogue about strengths, successes, values, hopes and dreams is itself transformational. It is founded on the following set of beliefs about human nature and human organizing: à ¢Ã¢â€š ¬Ã‚ ¢ People individually and collectively have unique gifts, skills and contributions to bring to life. à ¢Ã¢â€š ¬Ã‚ ¢ Organizations are human social systems, sources of unlimited relational capacity, created and lived in language. à ¢Ã¢â€š ¬Ã‚ ¢ The images we hold of the future are socially created and, once articulated, serve to guide individual and collective actions. Through human communication (inquiry and dialogue) people can shift their attention and action away from problem analysis to lift up worthy ideals and productive possibilities for the future. In short, Appreciative Inquiry suggests that human organizing and change, at its best, is a relational process of inquiry, grounded in affirmation and appreciation. One way to understand Appreciative Inquiry is to consider the meaning of its two words. Each word alone has implications for the practice of organization change. The power of Appreciative Inquiry, however, is the by-product of the two words working together. Like hydrogen and oxygen that combine to make water the most nurturing substance on earth appreciation and inquiry combined produce a powerful, vital approach to leadership and organization change. Appreciation: Recognition and Value Added Appreciation has to do with recognition, with valuing and with gratitude. The word appreciate is a verb that carries a double meaning. It refers to both the act of recognition and the act of enhancing value. Definitions include: à ¢Ã¢â€š ¬Ã‚ ¢ to recognize the best in people and the world around us; à ¢Ã¢â€š ¬Ã‚ ¢ to perceive those things which give life, health, vitality and excellence to living human systems; à ¢Ã¢â€š ¬Ã‚ ¢ to affirm past and present strengths, successes, assets and potentials; à ¢Ã¢â€š ¬Ã‚ ¢ to increase in value (e.g., the investment has appreciated in value). Indeed, organizations, businesses and communities can benefit by greater appreciation. Around the global, people hunger for recognition. They want to work from their strengths on tasks they find of value. Executives and managers long to lead from their values. They seek ways to integrate their greatest passions into their daily work. And organizations strive regularly to enhance their value to shareholders, employees and the world at large. Inquiry: Exploration and Discovery Appreciative Inquiry is about more than appreciation, recognition, and enhancement of value. Its also about inquiry. Inquiry refers to the acts of exploration and discovery. It implies a quest for new possibilities, being in a state of unknowing, wonder and a willingness to learn. It implies an openness to change. The word inquire also a verb means: à ¢Ã¢â€š ¬Ã‚ ¢ to ask questions; à ¢Ã¢â€š ¬Ã‚ ¢ to study; à ¢Ã¢â€š ¬Ã‚ ¢ to search, explore, delve into or investigate Inquiry is a learning process for organizations as well as for individuals. Seldom do we search, explore or study what we already know with certainty. We ask questions about and query into areas unfamiliar to us. The act of inquiry requires sincere curiosity and openness to new possibilities, new directions and new understandings. We cannot have all the answers, know what is right, or be certain when we are engaged in inquiry. The spirit of inquiry is the spirit of learning. How Does Appreciative Inquiry Work? The process used to generate the power of Appreciative Inquiry is the 4-D Cycle. Based on the notion that human systems people, teams, organizations and communities grow and change in the direction of what they study, Appreciative Inquiry works by focusing the attention of an organization on its most positive potential its positive core. The positive core is the essential nature of the organization at its best peoples collective wisdom about the organizations tangible and intangible strengths, capabilities, resources, potentials and assets. The Appreciative Inquiry 4-D cycle unleashes the energy of the positive core for transformation and sustainable success. Affirmative Topic Choice: The 4-D Cycle begins with the thoughtful identification of what is to be studied affirmative topics. Since human systems move in the direction of what they study, the choice of what to study what to focus organizational attention on is both essential and strategic. The topics that are selected provide a framework for collecting stories, discovering and sharing best practices, and creating a knowledge-rich work environment. They become the organizations agenda for learning and innovation. Once selected, affirmative topics such as inspired leadership, optimal margins, or culture as competitive advantage guide the 4-D Cycle of Discovery, Dream, Design and Destiny. Discovery: The Discovery phase is a diligent and extensive search to understand the best of what is and what has been. It begins with the collaborative act of crafting appreciative interview questions and constructing an appreciative interview guide. Appreciative Inquiry questions are written as affirmative probes into an organizations positive core, in the topic areas selected. They are written to generate stories, to enrich the images and inner dialogue within the organization, and to bring the positive core more fully into focus. The results of Discovery include: à ¢Ã¢â€š ¬Ã‚ ¢ The formation of new relationships and alliances, that bridge across traditional barriers. à ¢Ã¢â€š ¬Ã‚ ¢ A rich description or mapping of the organization s positive core. à ¢Ã¢â€š ¬Ã‚ ¢ Organization-wide sharing and learning from stories of best practices, golden innovations and exemplary actions. à ¢Ã¢â€š ¬Ã‚ ¢ Greatly enhanced organizational knowledge and collective wisdom. These results, in turn, inspire the emergence of organic, unplanned changes well before implementation of the more planful phases of the 4-D cycle. Dream: The Dream phase is an energizing exploration of what might be: a time for people to explore their hopes and dreams for their work, their working relationships, their organization, and the world at large. It is a time for groups of people to engage in thinking big, thinking out of the box, and thinking out of the boundaries of what has been in the past. The intent of the Dream phase is to identify and spread generative, affirmative, and hopeful images of the future. Typically this is accomplished in large group forums, where unusual combinations of stakeholders explore: à ¢Ã¢â€š ¬Ã‚ ¢ Creative images of the organization s most positive potentials à ¢Ã¢â€š ¬Ã‚ ¢ Innovative strategic visions à ¢Ã¢â€š ¬Ã‚ ¢ An elevated sense of purpose. Design: The Design phase involves making choices about what should be within an organization or system. It is a conscious re-creation or transformation, through which such things as systems, structures, strategies, processes and images will become more fully aligned with the organizations positive past (Discovery) and highest potential (Dream). Destiny: The Destiny phase initiates a series of inspired actions that support ongoing learning and innovation or what will be. Since the entire 4-D Cycle provides an open forum for employees to contribute and step forward in the service of the organization, change occurs in all phases of an Appreciative Inquiry process. The Destiny phase, however, focuses specifically on personal and organizational commitments and paths forward. The result of destiny is generally an extensive array of changes throughout the organization in areas such as: à ¢Ã¢â€š ¬Ã‚ ¢ Management practices à ¢Ã¢â€š ¬Ã‚ ¢ HR processes Measurement systems à ¢Ã¢â€š ¬Ã‚ ¢ Customer service systems à ¢Ã¢â€š ¬Ã‚ ¢ Work processes and structures In many cases, the 4-D Cycle provides the framework for ongoing activities. Thus, the cycle begins again . . . and again . . . and again. Why Does Appreciative Inquiry Work? Appreciative Inquiry works because it treats people like people, and not like machines. People are social. We create our identities and our knowledge in relation to one another. We are curious. We like to tell stories and listen to stories. We pass on our values, beliefs and wisdom in stories. We like to learn and to use what we learn to be our best. And we delight in doing well in the eyes of those we care about and respect. Appreciative Inquiry enables leaders to create natural human organizations knowledge rich, strength based, adaptable, learning organizations. www.positivechange.org/appreciative-inquiry.html Appreciative Inquiry Consulting AI Consulting, LLC offers a collaborative, strength-based approach to strategic change and transformation. At the heart of our practice is Appreciative Inquiry (AI), an approach that draws on the strengths and values of an organization in order to implement its change agenda and achieve its highest goals. AI Consulting has the greatest concentration of AI expertise and our consultants span the globe. Among them are the thought leaders, authors, and founders of AI. Our whole-systems approach, global reach, and collaborative partnerships are reflected in our success stories. AI Consulting combines features of a large consulting firm, a knowledge web, an alliance of change agents, and a socially responsible business entity. We are a principle-driven organization, valuing integrity, learning, generosity, and the common good. Our leading-edge design makes us highly flexible and responsive to client needs. We always seek to enhance the core strengths that give life to an organization while growing its economic vitality, ecological integrity and organizational health.   www.aiconsulting.org/ Appreciative Inquiry Appreciative Inquiry (AI) is a process for catalyzing positive change developed at Case Western Reserve University by David Cooperrider, a professor of Organizational Behavior at their Weatherhead School of Management. As a graduate student, Cooperrider noticed that most organizational change was driven by consultants going into an organization and looking for problems and then attempting to fix them. He decided to see what happened if he took the opposite approach. During his graduate thesis work, Cooperrider went into the Cleveland Clinic and, rather than seek out what needed fixing, he sought out what was working well. He then developed a structured process to concentrate information about these success factors in what is called the positive core and to then amplify that positive core throughout the organization. The experiment was a great success and Cooperrider went on to establish the process as Appreciative Inquiry. Appreciative Inquiry is both a specific methodology and a perspective and has been defined as the study of what gives life to human systems when they are at their best. As such it ties deeply into fields such as Positive Psychology and Flow which, like AI, stand in contrast to our cultures typical problem-based or deficit-based mindset. To understand the phrase more deeply, we need simply look at the two words that make it up. Appreciate has two meanings: to look for the best in something and to increase something in value, such as when a stock or real estate appreciates. Inquiry means to seek understanding using a process based on provocative questions. So the idea is that provocative questions are used to draw out powerful success stories and identify the factors that are already working well within a human system. We can then use this understanding to help bring about what people want more of (as opposed to the usual cultural focus on reducing what they want less of). The specific methodology of Appreciative Inquiry gives us the tools to do this, while involving both left and right brains, and exploring the past, present and future. It consists of five main phases: Affirmative Topic Choice An interview is carried out using several provocative questions and, from the clients responses, several themes are chosen as the focal points for the rest of the inquiry process. Discovery Further provocative questions are explored regarding each of the Affirmative Topics and, from the clients responses, several themes are again chosen. These themes, a virtual DNA sample of the system at its best, reflect its central success factors its best strengths, talents, assets, values and ideals and are known as its positive core. Dream Creative processes are used to verbally and/or experientially explore what the future might be like if the positive core were more thoroughly enacted throughout the system and to examine, looking back from that vantage point, what must have happened in order for it to have reached such an optimal state. Design The system is organized into an architecture, and preferences chosen for each element of that structure, that will enable further enactment of the positive core and lessons from the Dream phase throughout the system. Provocative Propositions, in which clients put in writing broad goals or ideas that will help encourage the organization to move in the direction of optimization, may also be developed. Destiny Concrete plans are made and supporting resources put in place for enacting the chosen preferences in the service of amplifying the positive core and making the clients dreams a reality. Notice how these phases, in many ways, mimic the evolutionary process. That which is working best in a system is selected for and then those successful elements of the system become the raw material for its next stages of development. Thus, I like to consider Apprecative Inquiry a process for facilitating and accelerating evolutionary processes. Appreciative Inquiry has now been used to aid optimization in many large companies such as British Airways and Verizon, in schools such as at UC Berkeley, and even in whole cities such as in the Imagine Chicago project. It has also been adapted for use with families, individuals, and in many other settings. In developing my company, Emergent Associates, we synthesized a number of other tools and methods within a framework deeply based in Appreciative Inquiry to create our unique coaching and consulting process. Though a simple and enjoyable process for clients to experience, Appreciative Inquiry ties into fields as diverse as evolution, chaos theory, Systems Thinking, and other systems sciences. A quote from 3creativeASIN=1576752267creative=373489camp=211189The Power of Appreciative Inquiry: A Practical Guide to Positive Change sums up the mindset of this field well. We are not saying to deny or ignore problems. What we are saying is that if you want to transform a situation, a relationship, an organization, or community, focusing on strengths is much more effective than focusing on problems. www.systemsthinker.com/interests/appreciativeinquiry/    APPRECIATIVE APPROACH The Challenge The underlying belief of todays paradigm is that there is one best way to do things; one perfect way for an organization to be formed; one preferred way for employees to perform; one acceptable way for people to behave. We have been trained and educated from an early age to look for things in our human organizations that are not the best, perfect or preferred so that we can to fix them. We are a world of problem solvers. Our basic assumption of problem solving seems to be that organizations are problems to be solved. The process traditionally involves: (1) identifying the key problems; (2) analyzing the causes; (3) locating logical solutions; and, (4) developing an action plan. The result, change happens through a linear process that assumes we can repair human beings and organizations much as we might repair our car or computer. If we fix the problems, the organization will succeed. While this problem solving mentality has dominated business for years and led to some success, we are starting to see the limitations of this approach. The problem-solving approach directs attention to the worst of what is, constantly examining what is wrong with the organization. This continuous focus can have some very limiting and unintended consequences: We assume that because we know the problem, we must know the solution. No innovation. The organization creates no visions/images of the future. Breakthrough changes happens slowly, if at all, because we put attention on yesterdays causes. Visionless voice leading to organizational fatigue. Not another problem to deal with! Weakened fabric of relationships, defensiveness blameà ¢Ã¢â€š ¬Ã‚ ¦the creation of a negative culture. However, recent advances in the sciences and other related fields of study are causing a shift in how we understand the world. This new research and experience is leading us to an entirely new way of thinking about our organizations and how we improve them. There is a BETTER way! A Positive Change Model The fact is that our organizations are not predictable machines, but rather human constructions that are molded and changed by the images that human beings have of them. If we think that our organization is dysfunctional, unhealthy, and a bad place to work, most of what we see will be the behaviors, attitudes, and values that prove us right. If, on the other hand, we look for those things in our organizations that are healthy, creative, and supportive, we will begin to see an entirely different organization. We actually have a choice on what we focus on and Appreciative Inquiry (AI) is a method that can help us see the true potential or our organization. In contrast to the problem solving approach, the underlying assumption of Appreciative Inquiry is that organizations are solutions to be embraced. AI Definition To appreciate means to value to understand those things that are worth valuing. To inquire means to study, to ask questions, to search. AI is, therefore, a capacity building approach that selectively seeks to locate, highlight, and illuminate the life-giving forces within an organization or community. AI seeks out the best of what is to help ignite the collective imagination of what might be.   The aim is to generate new knowledge that expands the realm of the possible and helps people envision a collectively desired future and to carry forth that vision in ways which successfully translates images of possibility into reality, and belief into practice. AI is not a methodology. It is a philosophy, an orientation to change, and a way of seeing and being in the world!   AI 4-D Model Tirawa Consulting uses a change process, called the 4-D Model (see below), that: (1) Discovers what gives life to an organization; what is happening when the organization is at its best; (2) Dreams about what might be; what the world is calling the organization to be; (3) Designs ways to create the ideal as articulated by the whole organization; and, (4) Delivers through an on-going and iterative processes. This is not a static solution but rather a dynamic process of continuous change. The 4-D Model has been used successfully in multiple cultures, in all sizes of organizations, working in every sector of relief and development, at every level of the organization. The 4-D Model has also produced tremendous results in the governmental and business sectors as well.   Tirawa Consulting can help integrate AI into your strategic change agenda and work with you to design a solution that will involve your people, identify your strengths, and chart a course for unbelievable transformation! Here are just a few examples of how AI can be used to drive your organization to higher levels of performance: Culture transformation Vision building Team building development Feedback performance management Organization redesign Partnership creation / relationship building Strategic Many other applications