The Financial Adoption Of Flash 2013 - 1024 Words

\subsection{The Financial Adoption of `Flash} The term `Flash first appeared in a financial context with a new type of order quotes, which could be measured in milliseconds. A flash order is such that if it cannot be executed against available liquidity at the market where it is issued, then it is routed away \citep{RQ}.\\ \newline After the emergence of flash order/quotes, the term was linked with the trading strategies that involved them. Leading to the adoption of the term `Flash Trading as well. Flash trading was not welcomed by the market in 2009; since then, it has been controversial in the markets \cite{RQ}.\\ \subsection{A Brief Historical Overview} In recent years flash crashes had been observed within many financial†¦show more content†¦The first can be associated with the arrival of new information. For instance, as an exogenous flash crash, one could mention the turmoil generated as Switzerland abandoned the cap on the currencys value; another instance is the crash attributed to the hack of the twitter account of Associated Press. Moreover, some others flash crashes have no clear cause. Their underlying nature is challenging researchers, regulators and practitioners. The causes are still unclear for events such as May 6h, 2010, and also for the Flash Rally on August 24, 2015, \citep{BPFC,APHack,JSR1,JSR}. \subsection{An Unachieved Milestone} The structure of the financial markets has changed. The changes had been reflected in the resulting data stream. Market structures seem to have failed to keep pace with the changes in the role of the market and within technology. Market micro structures theory examines the order flow. The term `Order flow refers to the manner in which transactions are executed. Additionally, it refers to the way in which data and information are built, queued and disclosed \citep{Easley2,HFTUSMMS, HEMM}. \\ \newline Algorithmic trading has been identified as key elements ofShow MoreRelatedEssay High Frequency Trading1493 Words   |  6 Pagesat super fast speed, which are mostly measured in microsecond or milliseconds. ( Investopedia, n.d) with the aim to identify and arbitrage temporary market inefficiencies that are created by the competing interests of market participants (Aldridge,2013) Algorithms, low latency technology, high message rates and high speed connections are the 4 main characteristics in the performance of a High Frequency Trading. Algorithms is a set of instructions for accomplishing a given task. 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The Souls Of Black Folk - 938 Words

The reading that I found most compelling to me was W.E.B DuBois excerpt titled â€Å"The Souls of Black Folk†. I find this reading compelling because DuBois was a huge advocate on togetherness and that people were being treated equal. During time that this reading was created, there were many obstacles African Americans were facing in that era that was not so promising for a bright future. The struggles they faced were, racial biasness, lack of representation and lack of educational attainment. DuBois presented the idea of double consciousness and the veil, which has specified a structure for how African Americans indulge in society. Nonetheless, he explains the delinquent issues of the twentieth century and that the problem is the color-line which divided race. The theories of life after the veil of cultural biasness and development of double-consciousness, the act of constantly looking at particular individuals through the scrutiny of others, while creating a broader viewpoi nt on how to roughly speak about cultural biasness in society. Moreover, the everlasting ideas proposes a specific duty of the progression of the race culture, the obstacles to overcome, and the potential necessities for forthcoming growth as society reached the twentieth century. Over time DuBois observe the years after trailing the Civil War and, The Freedmen s Bureau’s role in Reconstruction. The catastrophes of the Department s were not only directed toward the southern disapproval and generalShow MoreRelatedThe Souls Of Black Folk1466 Words   |  6 Pagestitled The Souls of Black Folk in 1903 as a response to the condition of black people in America. The book predates the 1920s Harlem Renaissance, but can be viewed as a precursor to the New Negro Movement. Prior to 1903, blacks lived primarily in the South, but by the 1920s the black population in New York City rose by 115 percent. The movement of blacks from the South to the North occurred for various reasons; disco ntent with life in the Jim Crow South, widespread violence against blacks and theRead MoreThe Souls Of Black Folk1141 Words   |  5 PagesRace is simply black or white, or simply light or dark, which plays into internalized or reverse racism. Personally I believe that African Americans struggle with race more than any other ethnicity because they struggle with both internal and external racism. W.E.B. Dubois as well as Glenn Loury spoke about the African American struggle in their works. W.E.B. DuBois wrote The Souls of Black Folk. In this work DuBois talks about life behind the shadow of race. In The Souls of Black Folk, DuBois makesRead MoreThe Souls Of Black Folk1236 Words   |  5 Pagesmind. Du Bois argues in his book The Souls of Black Folk, that the gap between being black and American is far too wide. This is not an unjustified view especially in his time period, where laws were set in place purposely to prevent equality of the freedman. But even today, where those laws are no longer in place, a non-white American is too ethnic to be American and is simultaneously too American to be ethnic. Du Bois entertains the idea of a Negro being both black and American but unfortunately hisRead MoreThe Souls of Black Folk1595 Words   |  7 Pagesthe text of The Souls of Black Folk embodies Du Bois experience of duality as well as his peoples. In Du Bois Forethought to his essay collection, The Souls of Black Folk, he entreats the reader to receive his book in an attempt to understand the world of African Americans—in effect the souls of black folk. Implicit in this appeal is the assumption that the author is capable of representing an entire people. This presumption comes out of Du Bois own dual nature as a black man who has livedRead MoreThe Souls Of Black Folk1048 Words   |  5 Pages The Souls of Black Folk is Written by W.E.B Du Bois and was published in 1903. This book is a collection of essays put together in a single book. Each essay is not the same, but revolve around the central idea of â€Å"the veil†. Another thought it revolves around is about segregation, and the lives of an average African American. The setting of this book takes place in the 19 20th century of the United States of America. Let me begin by explaining W.E.B Du Bois’s thinking of â€Å"the veil†. The veilRead MoreThe Souls Of Black Folks958 Words   |  4 PagesThe Souls of Black Folks â€Å"The Songs† The Songs sited in each chapter of this book was put together to deliberately guide the reader’s cerebration process in scrutinizing the context to identify with DuBois of how these events described effected Black people during this era in our history. Each example was directly associated with the subsequent chapter and solidified the arguments from DuBois’ perspective. It was translucently clear that the deliberate specimens of the song segments and the essaysRead MoreThe Souls Of Black Folk780 Words   |  4 PagesAfrica, in America and the islands of the sea† (W.E.B DuBois). This is part of the theme in the novel The Souls of Black Folk, which is based on an actual story/ autobiography of an African American leader, W.E.B DuBois. The narrator DuBois writes about race relations in the United Sates distributing the color-line. The color-line is the fundamental issue of racial conflict between the blacks and whites. It deals with the inequality and disparity of living in America as an African American. W.E.BRead MoreThe Souls Of Black Folk864 Words   |  4 Pagesabout a veil. However, the Merriam-Webster Dictionary offers another definition: â€Å"something that covers or hides something else.† I believe that this definition is more closely related to the veil that W.E.B. DuBois discusses in this book, â€Å"The Souls of Black Folk.† The first time Dubois brings up the idea of a veil, it is when he is describing an experience from his past that made him feel as though he was different from other people. He uses the idea of a veil to emphasize separation he felt from theRead MoreThe Souls Of Black Folks1486 Words   |  6 Pagescertain knowledge, and we have people in our lives who fit into our unaware identity with us. Then, we have our aware life in which we know about the unsuspecting self and can look at things in a more critical way. Double-Consciousness In the Souls of Black Folks, DuBois writes about a ‘double consciousness . This term suggests African Americans perceive the world through two competing lenses. The first lens views the self as pushing forward from the social position of a marginalized other. TheRead MoreThe Black Music : The Soul Of Black Folk1855 Words   |  8 Pagespopular culture was created or directly influenced by Black music. Through the history of Black musical forms, each style represented a reality of the Black community, whether regionally or based on the time period and politics. Before enslaved Africans had the education to write their stories, they were told orally, often set to music. Highlighting the genius of a people, when there were ideas and stories that were adverse to those in power, Black people were able to hide their true messages in a

When The Urinary System Fails Health And Social Care Essay Free Essays

string(181) " taint of piss in the aggregation bag \( Tambyah, 2001 \) Catheterization of the vesica involves presenting a gum elastic or plastic tubing through the urethra and into the vesica\." Normal riddance of urinary or nephritic wastes is a basic map that most people take for granted ( Potter A ; Perry, 2004 ) . When the urinary system fails to work decently, virtually all organ systems will be finally affected. For this ground, intercessions designed to battle nephritic troubles and failures are of paramount importance in my arrangement which is in the nephritic ward. We will write a custom essay sample on When The Urinary System Fails Health And Social Care Essay or any similar topic only for you Order Now As a nurse in the nephritic ward, understanding and a sensitiveness to all clients ‘ demands are of import. For this paper, a specific clinical scenario that normally happens in the nephritic ward is chosen. This status is urinary tract infection as a consequence of the catheterisation. The ground for taking this clinical status is that this is really common yet if left untreated can present serious injury to the patient. Body Urinary piece of land infections or more normally referred to as UTIs are responsible for more than 7 million physician visits a twelvemonth and are the most common hospital-acquired ( nosocomial ) infections in many states worldwide ( Foxman, 2002 ) . Many instances of urinary piece of land infections result from catheterisation or surgical use. Although several different micro-organisms may do this status, Escherichia coli remains the most common causative pathogen, responsible for 80 % of unsophisticated infections. Bacteria in the piss or bacteriuria may take to the spread of beings into the kidneys and blood stream, taking to urosepsis ( O’Donnell A ; Hofmann, 2002 ) . Microorganisms most normally enter the urinary piece of land through the go uping urethral path. Bacteria inhabit the distal urethra, external genital organ, and vagina in adult females. Organisms enter the urethral meatus easy and go up the inner mucosal run alonging to the vesica. Womans are more susceptible to infection because of the propinquity of the anus to the urethral meatus and because if the short urethra ( Potter A ; Perry, 2004 ) . Catheter interpolation is the primary hazard factor for nosocomial urinary piece of land infections. Womans and aged patients are at increased hazard for catheter-associated urinary piece of land infections, but several other hazard factors exist. Pre-existing chronic unwellness, malnutrition, diabetes, nephritic inadequacy, and interpolation of the catheter outside the operating room or late in hospitalization are each associated with increased hazard of urinary piece of land infections ( Crosby, 2005 ) . In work forces, prostate secernments that contain an antibacterial substance and the length of the urethra cut down the susceptiblenesss to urinary piece of land infections. Older grownups and patients with progressive implicit in disease or decreased unsusceptibility are besides at increased hazard. In a healthy individual with a good vesica map, beings are flushed out during invalidating. Residual piss in the vesica becomes more alkalic and is an ideal site for micro-organism growing. Any intervention with the free flow of urine can do infection. a kinked, obstructed, or clamped catheter and any status ensuing in urinary keeping addition the hazard of a vesica infection. In the infirmary scene, urinary piece of land infections occur as a consequence of catheterisation. Each twelvemonth, urinary catheters are inserted in more than 5 million patients in acute-care infirmaries and extended-care installations. Urinary piece of land infections are the 2nd most common nosocomial infections in infirmaries in Europe and the first in the United States ( Martin, 2001 ) . Catheter-associated urinary piece of land infection ( CAUTI ) is the most common nosocomial infection in infirmaries and nursing places, consisting [ is greater than ] 40 % of all institutionally acquired infections. Nosocomial bacteriuria or candiduria develops in up to 25 % of patients necessitating a urinary catheter for [ is greater than or equal to ] 7 yearss, with a day-to-day hazard of 5 % . CAUTI is the 2nd most common cause of nosocomial blood stream infection, and surveies by Platt et Al. and Kunin et Al. suggest that nosocomial CAUTIs are associated with well increased institutional decease rates, unrelated to the happening of urosepsis ( Tambyah, 2001 ) . For centuries, the urethral catheter system consisted of a tubing inserted through the urethra into the vesica and drained into an unfastened container. The closed catheter system was developed in the 1950s and is still in usage today ( Zweig, 2000 ) . UTIs are the most common nosocomial infection, accounting for 40 % of all hospital-reported infections and impacting about 600,000 patients yearly. Catheter interpolation is the primary hazard factor for nosocomial UTIs. Women and aged patients are at increased hazard for catheter-associated UTIs, but several other hazard factors exist. Pre-existing chronic unwellness, malnutrition, diabetes, nephritic inadequacy, and interpolation of the catheter outside the operating room or late in hospitalization are each associated with increased hazard of UTIs. UTIs besides add to the costs of attention by protracting hospitalization by 1 to 4 yearss and increasing the direct costs of intervention by an estimated $ 593 to $ 680 per infection ( Crosby, 2005 ) . They may affect a urosepsis, which carries a mortality rate that may be every bit high as 25 to 60 % . They frequently occur in patients with an indwelling urinary catheter. The lms and external surfaces of the catheter are the paths for bacterial entry into the vesica. For forestalling infection, the care of a closed unfertile drainage system is described as the most successful method. A closed drainage system was described for the first clip in 1928, and its benefit was appreciated much later ( Martin, 2001 ) . Excluding rare hematogenously derived pyelonephritis, caused about entirely by Staphylococcus aureus, most micro-organisms doing endemic CAUTI derive from the patient ‘s ain colonic and perineal vegetations or from the custodies of health-care forces during catheter interpolation or use of the aggregation system. Organisms addition entree in one of two ways. Extraluminal taint may happen early, by direct vaccination when the catheter is inserted, or subsequently, by beings go uping from the perineum by capillary action in the thin mucose movie immediate to the external catheter surface. Intraluminal taint occurs by reflux of micro-organisms deriving entree to the catheter lms from failure of closed drainage or taint of piss in the aggregation bag ( Tambyah, 2001 ) Catheterization of the vesica involves presenting a gum elastic or plastic tubing through the urethra and into the vesica. The catheter provides a uninterrupted flow of urine in patients who are unable to command urination or those with obstructors. It besides provides a agency of measuring urine end product in hemodynamically unstable clients. Because vesica catheterisation carries the hazard of urinary piece of land infections, obstruction, and injury to the urethra, it is preferred to trust on other steps for either specimen aggregation or direction of incontinency ( Potter A ; Perry, 2004 ) . The usage of urinary catheters should be avoided whenever possible. Clean intermittent catheterisation, when practical, is preferred to long- term catheterisation. Suprapubic catheters offer some advantages, and rubber catheters may be appropriate for some work forces. While clean handling of catheters is of import, everyday perineal cleansing and catheter irrigation or altering are uneffective in extinguishing bacteriuria. Bacteriuria is inevitable in patients necessitating long-run catheterisation, but merely diagnostic infections should be treated. Infections are normally polymicrobial, and earnestly sick patients require therapy with two antibiotics. Patients with spinal cord hurts and those utilizing catheters for more than 10 old ages are at greater hazard of vesica malignant neoplastic disease and nephritic complications ; periodic nephritic scans, urine cytology and cystoscopy may be indicated in these patients ( Zweig, 2000 ) . Recommendations Build up of secernments or incrustation at the catheter interpolation site is a beginning of annoyance and possible infection. The nurses, in order to avoid such a state of affairs, must supply perineal attention and hygiene at least twice daily or as needed for a patient with a keeping catheter. Soap and H2O are effectual in cut downing the figure of beings around the urethra. The nurse must non by chance progress the catheter up into the vesica during cleansing or hazard presenting bacteriums. In add-on to routine perineal attention and hygiene, many establishments recommend that clients with catheters receive particular attention at least three times a twenty-four hours and after laxation or intestine incontinency to assist minimise uncomfortableness and infection. Keeping a closed urinary drainage system is of import in infection control. A interruption in the system can take to debut of micro-organisms. Sites at hazard are the site of catheter interpolation, the drainage bag, the tap, the tubing junction, and the junction of the tubing and the bag. In add-on, the nurse has the duty to supervise the patency of the system to forestall pooling of piss within the tube. Urine in the drainage bag is an first-class medium for micro-organism growing. Bacterias can go up drainage tubing to turn in pools of piss. If this piss flows back to the patient ‘s vesica, an infection will probably develop. Suggestions for ways to forestall infections in catheterized patients are the undermentioned: Follow good manus hygiene techniques. Make non let the tap on the drainage system to touch a contaminated surface. Merely usage unfertile technique to roll up specimens from a closed drainage system. If the drainage tubing becomes disconnected, do non touch the terminals of the catheter or tube. Wipe the terminal of the tube and catheter with an antimicrobic solution before reconnecting. Ensure that each client has a separate receptacle for mensurating piss to forestall cross taint. Prevent pooling of piss in the tube and reflux of piss into the vesica. Avoid raising the drainage bag above the degree of the vesica. If it becomes necessary to raise the bag during transportation of a patient to a bed or stretcher, clamp the tube or empty the tube contents to the drainage bag foremost. Provide for drainage of piss from the tubing to the bag by positioning the tube. Empty the drainage bag at least every 8 hours. If big end products are noted, empty more often. Promote unstable consumption, if it is non contraindicated. Inclusion of cranberry juice has been shown to diminish the attachment of bacteriums to the vesica wall and to catheter lms. Remove the catheter every bit shortly as clinically warranted. Tape or procure the catheter suitably for the patient. Perform everyday perineal hygiene per bureau policy and after laxation R intestine incontinency. Good wellness depends in portion on a safe environment. Practices or techniques that control or prevent transmittal of infection aid to protect persons, particularly patients and wellness attention workers from disease. Patients in all wellness attention scenes are at hazard for geting infections because of lower opposition to infective micro-organisms, increased exposure to Numberss and types of disease-causing micro-organisms, and invasive processs. In acute attention or ambulatory attention installations, patients can be exposed to pathogens, some of which may be resistant to most antibiotics. By practising infection bar and control techniques, wellness attention workers can avoid distributing micro-organisms to patients and fellow wellness attention workers. In all scenes, the patients and their households must be able to acknowledge beginning of infections and be able to establish protective steps. Patient learning should include information refering infections, manners of transmittal, and methods of bar. The first major progress for forestalling CAUTI since the wide-scale acceptance of closed drainage 35 old ages ago is the development of catheters with antiinfective surfaces. These progresss should non be considered the concluding reply, nevertheless. Other engineerings that should be pursued include new, more powerful antiinfective stuffs ; microbe-impervious antireflux valves ; urethral stents ; conformable ( collapsable ) urethral catheters ; and vaccinums for enteral Gram-negative B and staphylococcus. Antiseptics are far more likely than bactericides to confabulate greater opposition to come up colonisation and non to choose for infection with antimicrobial-drug immune bacteriums or barms. New surface engineerings that release far greater measures of ionic Ag or other antiinfective agents into the aqueous environment immediate to the catheter surface might even forestall CAUTIs caused by intraluminal contaminations ( Tambyah, 2001 ) . Prevention of catheter-associated UTIs is more effectual, peculiarly for indwelling catheters, than trusting entirely on antimicrobic agents. ( 8 ) The most effectual pattern intercessions for cut downing catheter-associated UTIs include placing patients who no longer necessitate indwelling catheters, sing other catheterisation options or options to catheterisation, and supplying patient and health professional instruction when long-run indwelling catheterisation is needed ( Crosby, 2005 ) . Reducing the clip a patient is catheterized can be accomplished by systematic reminders to reexamine the continuance of catheterisation for each patient. In add-on to pattern intercession, the pick of catheters and related equipment can besides cut down UTIs well. Other methods of catheterisation should he considered before infixing an indwelling catheter. Catheterization options are based on the ground for catheterisation and the expected continuance of demand. Other options include condom catheters for males, suprapubic catheters for patients who require long-run indwelling drainage, and intermittent catheterisation for patients with spinal cord hurts. Patients who must utilize an indwelling catheter should hold a closed catheter system with a little catheter. Manufacturer ‘s recommendations for rising prices and deflation, system care, procuring the catheter, and decently positioning the drainage bag below the patient ‘s vesica should be followed. Preventing incrustati on and obstruction are besides really of import. Following these stairss and decently keeping closed drainage catheter systems has been shown to well cut down the hazard for UTI ( Crosby, 2005 ) . Summary and Conclusion Patient safety should be the figure one concern before, during and after each process in any infirmary. A elaborate cognition of the epidemiology, based on equal surveillance methodological analysiss, is necessary to understand the pathophysiology and the principle of preventative schemes that have been demonstrated to be effectual. In my country of work which is in the nephritic ward, the rules of general preventative steps such as the execution of criterion and isolation safeguards should be reviewed. Urinary catheterisation can do many wellness jobs. Options to catheterisation should be used whenever possible. Decrease of catheter-associated UTIs is based chiefly on preventative infection control patterns. The success of the nurse who patterns infection-control techniques is measured by finding whether the ends for cut downing or forestalling infection are achieved. A comparing of the patient ‘s response, such as absence of febrility or development of lesion drainage, with expected results determines the success of nursing intercessions. 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Case Study Solution for A Blue Sky Strategy Report On Burberry Groups

Question: Describe about A Blue Sky Strategy Report on Burberry? Answer: Introduction Increasing competitive business environment have pushed the organisations towards adapting a strategy, which can help them to sustain in such environment. Today, organisation is trying to identify different types of strategies to fulfill their objectives. Among these strategies, blue sky strategic planning has its own relevance. The core aspect on which this strategy works is that, it emphasizes on the vision of an organisation, but at the same time gives little attention on the details through which the vision will be converted into an actionable plan (Grhan-Canli Maheswaran, 2000, pp.309-317). Focus of this strategic report is to understand the impact of a national brand and its country of origin in context of Burberry. Concept of nation branding is focused towards the examination of the strategic management, value and execution of brands national identity. As an organisation, Burberry was founded in 1856, when its first outerwear garment for sportsmen of Basingstoke was constructed. This, strategic report will analyze the concept of the national branding in context of Burberry as a popular brand in United Kingdom (Peterson Jolibert, 2015, pp.883-900). About Burberry Burberry Groups plc. is an organisation which is one of the top most British luxury fashion house today. As a fashion house, Burberry has engaged in several activities such as distribution of outerwear, fashion accessories, fragrances, sunglasses and cosmetics. One of the most famous product from Burberry is its trench coat. Burberry functions on three models, which are branded stores, franchises, and through concessions in third party stores (Burberry, 2015). Popularity and success of Burberry can be understood by the fact that in 2014, company was ranked 73rd in Best Global Brands report from Interbrand, which further listed it as one of the most valuable brand in the world today. Burberry is also listed on the LSE (London Stock Exchange) since 2014, and is a member of the FTSE 100 index as well. It can be said that Burberry is famous for providing an authentic British heritage it provides through its products. According to organisations strategy, its integrity originates from three important principles of quality, function and contemporary yet classic style. These principles are deep rooted in its integrity. It can be said that Burberry as an organisation has a global reach, where it has presence in all the major economies of the world. Based on its operating model it can be said that, Burberry also has expertise in selling its products through a multichannel mode. In terms of financials, Burberrys finances are displayed in below table: Figure 1: Burberry Facts Financials. Above-mentioned table clearly indicates that how over a period of 6 years (2006-2012), Burberrys revenue and operating income has grown rapidly. For example, in 2006 its revenue was $1190 million USD; however, in 2012 its revenue rose to staggering $3000 million USD, which is more than double of what Burberry, was earning in 2006. In fact, its operating income has also increased significantly from $250 million to $600 million. This substantial growth in the revenue of the organisation the focus of organisation on its performance and improving the productivity over a long period of time (Future Growth Strategies, 2015). In terms of fragmentation in the luxury market of fashion, Burberry has been able to place itself comfortably among its competitors. Below diagram clearly indicates that how Burberry has able to maintain its position of semi-luxury brand, which has something to offer for various segment of the societies in UK. Figure 2: Luxury fashion market research. Source: FT Research Hence, Burberry as a brand has already positioned itself in a place where it can move towards becoming highly premium brand such as Louis Vuitton or becoming a more accessible brand like Ralph Lauren. Ultimately, it all depends on the overall strategy of the brand that it how it grows further not only within United Kingdom, but also at global level (The hypocrisy of Burberry's, 2015). However, in order to fuel the growth of Burberry at international level, an approach of nation branding and country of origin can be applied. Further sections will analyze these two concepts of branding and their application in context of Burberry. What is nation branding? Nation branding is defined as a way in which international public perceives a specific country. This opinion of public from different countries is formed based on the success or failure of the brands/businesses originating from that particular country. Nation branding, has also displayed significant level of impact on the cultural and diplomatic ties between the countries. However, it is important to understand that nation branding cannot be compared to a product branding process. Unlike products, nations cannot be sold. Hence, the process of nation branding cannot be perceived or attempted in a similar fashion like that of product branding. In fact, over a period, several small and large companies that have invested millions of dollars to achieve benefits have practiced nation branding as a concept. In order words, it can be said that nation branding is more about what, exactly a nation can offer to the entire world. For example, United Kingdom is associated with the Jet engine and internet, which it offered to world. In other words, these products and inventions are ways through either which nations have been able to brand themselves explicitly or implicitly (Dinnie, 2010). Hence, nation branding is targeted towards measuring, building, and managing the reputation of countries, in similar way to branding of a place. In this entire exercise, approaches are applied such as focusing on the symbolic values of the products, which in turn provide country distinct characteristics. In this case, example of famous liquor brand Johnny Walker can be considered. Today brand worth of Johnny Walker is estimated to be 3bn GBP, because of which it is considered one of the most valuable whiskey brand in the world today originating from United Kingdom. Today, Johnny Walker is not just a whiskey but is an iconic Scottish brand itself that does not mean that presence of the brand is limited to UK itself; for example, more than 1 million cases of Johnny walker were sold in US, Brazil, and Thailand in 2012. Hence, nation branding as a concept is not only a concept which helps in building the overall image of the nation as a brand, but it also reflects on its exports to the other countries. This phenomenon of nation branding is also known as country of origin effect (COO). It will not be wrong to say that COO or nation branding has significant amount of impact on the perception of the end customer. This can be understood by example China. As a country even though China is famous for its innovative products, but despite of several attempts, China is still considered to be a country which produces maximum number of counterfeit products, due to which credibility of Chinese companies is always under scanner throughout world. Ironically, majority of the electronics companies across world include Apple, uses Chinese manufactured parts, despite of these fact Chinese products still find it hard to remove the infamous tag of hub for duplicate and non-reliable products (Burberry - Iconic British L uxury Brand, 2015). Due to rapid globalization, concept of COO has only intensified, as organisations have realized that COO has major impact on the perception of the customers and it plays a major role in the decision making process. That is why, it is important to understand one basic philosophy, that even though products might be manufactured in factories and workshops, but what consumers buy is the brand. Example of Johnny Walker clearly indicates that how brands can become a face of the nation. That is why organisations irrespective of their size, continue to invest in this direction where they can associate their products with the concept of nation branding (Fan, 2006). Burberry and implementation of COO Now that there is clear understanding of concept of nation branding or COO, and a brief background of Burberry, it is important to formulate a blue-sky strategy report on Burberry w.r.t nation branding. It is important to understand that a blue-sky strategy report is focused more on the vision aspect rather than providing an actionable plan to implement that vision (Han Terpstra, 2011). Before analyzing the overall strategic plan, it is first essential to conduct a situational analysis of Burberry. Currently Burberry has established itself comfortably within the fashion industry and offers range of products to its customer. Range of products, which it offers include, womens wear, menswear, childrens wear, watches and accessories. However, with UK luxury fashion segment dominate by players like Gucci and Prada, Burberry has maintained its focus on the international markets such as US, India, etc. (Brand Finance, 2015). SWOT Analysis of Burberry Strengths Burberry has a strong brand perception not only in UK but also across globe. It is considered a more of a heritage product company. One major strength is its flexibility in product sourcing. Weakness Because of low vertical integration margin and value from manufacturing reduces significantly. Currently Burberry earns its maximum profit from apparel segment, which has seen an increased fashion risk. In developing countries outside UK, Burberry is still considered a highly expensive brand. Opportunities One major opportunity for Burberry lies in its retail network expansion and further increasing the reach of its wholesale distribution. Burberry has an opportunity to further extend its apparel offering in different countries. Market for luxury fashion accessories has been booming, and Burberry has a major opportunity to setup developmental plants in Spain and Japan. Burberry should focus extensively on promoting its international distribution under brand Burberry London. Threats Burberry in its quest to establish itself in international market has been collaborating with third party vendors, which is not a positive situation, as any disruption in relations with third party vendors might affect its international operations. Counterfeit of Burberry products have become a major issue with the organisation. Due to this issue, often customers also buy counterfeit products resulting in bad customer experience, and hampering the overall brand image. Ansoffs Matrix for Burberry A typical Ansoffs matrix is displayed below based on which matrix for Burberry will be derived. Based on the above matrix, following matrix can be designed for Burberry: Figure 3: Burberry's Ansoffs matrix Hence, based on above matrix it can be said that Burberry has not focused much on its diversification aspect. Even though it has a major market penetration through class garments, outwear trench coats etc. but it is yet to diversify its product portfolio especially in international markets. In addition, in its bid to develop the market, it has launched an exclusive childrens wear line in China, which reflects its focus on developing international market for its products (Anholt, 2002). Based on the current analysis of Burberry, and its financial condition it can be clearly said that Burberry has positioned itself in a strategic position in the fashion market. Burberry is one of the iconic fashion brands, which has dominated the luxury fashion segment in the United Kingdom since decades along with other brands such as Gucci, Prada etc. However, with fast saturating market of luxury fashion market and dominance of the brands such as Gucci, Prada, Ralph Lauren etc. Burberry should focus on further diversification and internationalization of its products (Bilkey Nes, 2011). Burberry should take advantage of its rich heritage and history behind its product and should invest significantly in the concept of nation branding. There have been several iconic brands such as Mini Cooper, Johnny Walker etc. that have benefited tremendously from the concept of nation branding. In this era of rapid globalization, consumers are intensively conscious about the brand they use or consume, and when it comes to fashion brand becomes even more relevant. In this regard, nation brand concept can play a significant role in making Burberry a truly global UK brand with a rich history and heritage behind it (Gudjonsson, 2005). Alignment of Burberry with nation branding Burberry has already a well-established presence in the international market. Its iconic-checkered pattern has dominated fashion industry for a long time. However, Burberry should focus on capitalization of these aspects to create itself as a brand synonymous with values and culture of United Kingdom (Grhan-Canli Maheswaran, 2000). In order to create nation brand out of Burberry it is important that Burberry focus on specific aspects mentioned below: Focus on ancient heritage value of Burberry Considering the fact that Burberry was established in 1856, it has a rich historical background behind it. It is important to understand that in concept of nation brand perception of customer is driven by the fact that how old a company is. For example, brands like Johnny Walker etc. have been in existence for at least 100 years now. Burberry should take advantage of this and should associate its ancient background in the promotion (Anholt, 2008). For example, in the promotional campaigns, Burberry can use promotional materials reflecting old advertisements as displayed below: These images as mentioned above in it are iconic representation of Burberry huge heritage. Consumers, who use any luxury fashion product, try to find the origin of the fashion or the brand. That is why there is inclination towards fashion brands, which originate from Italy or France, because these two places are considered hub of the contemporary fashion. Similarly, Burberry should also focus on establishing itself as a brand, which has an ancient origin and has legendary or iconic products like checkered trench etc. that are still a rage in the fashion market. Focus on this aspect by Burberry will also give significant amount of reliability to its accessory line of products as well. For examples over a period, Burberry has been focusing extensively in expanding its fragrance line of products. In this regard, Burberry can relate the concept of nation branding, with its products with tag lines like Fragrance from UKs oldest fashion house etc. Such tactics helps the customer to instantly trust the product and consider the same in the buying decisions (Kaneva, 2011). Tactical promotions of the product Burberry should focus on tactical promotion of its products, where its focus should not be just selling the products, but also making the customers making aware and inquisitive about the brand and country from which it originates. For example, below image can be used as a promotional material for Burberry (Volcic Andrejevic, 2011). Above image has nothing fancied to it, but it still reflects one of the most popular brand identities of Burberry. Check pattern of Burberry has been a rage since it first emerged. Hence, Burberry can utilize this aspect in order to create awareness in the mind of its international products. Hence above image despite of being a simplistic representation of the iconic check pattern scarf, tells a customer about the brand of Burberry and its history (Widler, 2007). Existing situation of Burberry w.r.t COO concept Based on the recent survey conducted by a brand agency related to interaction between COO and brand for luxury products, there was study on four popular brands in field of luxury fashion industry. These brands were Burberry, Ferragamo, Armani, and Chanel. Finding of this study is displayed in the image below, which clearly reflects that Burberry products are mainly purchased due to its brand name, as compared to products like Chanel or Armani, which are not just purchased because of its brand name but also due to its national origin. Thus above diagram reflects the importance of COO for Burberry. Focus on brand equity elements. Concept of COO has a major impact on the brand equity elements such as brand awareness, brand association, perceived quality, and brand loyalty. This aspect can be understood by the image displayed below: Hence, for Burberry, it is important to focus on the alignment of these brand equity elements with the concept of COO. It is important to understand for Burberry that perception of product, which is made in a country with a stronger product category, has interpretation that is more positive. This can be understood by example of German automobile industry. Companies like Audi or BMW are synonymous to German automobile sector and vice-versa. The product positioning has been so impactful for these companies that they are seen as the representatives of the high quality automobiles being produced by a German company (Hanna Rowley, 2008). In long run, Burberry should focus intensively on creation of a global brand image, which remains in sync with its strategy for nation branding (Dinnie, 2004). Potential issues with the COO based branding strategy for Burberry If there are tremendous benefits, which Burberry can derive from its COO branding strategy, then there are several pitfalls as well which it should try to avoid. For example, majority of the production of garment sold by Burberry is produced out of Britain in Asian and other developing countries. In such situation if Burberry decides to run a campaign such as Made in Britain, etc. then people aware of this fact might term this strategy of Burberry as hypocrisy. Such kind of situation never has a positive impact on the brand image (Peterson, 2015). If Burberry has to establish its distinct British brand image, then it should first focus on bringing its manufacturing units in United Kingdom, or in a situation if bringing entire manufacturing unit to UK is not possible then it can focus on hybrid facility, where some part of the manufacturing is taken care in UK itself. Currently majority of its manufacturing takes place in China, as a result of which even if Burberry is a British brand, it will find difficult to position itself as a luxury fashion brand, just because of the fact that its garment will have made in china label on it. Most importantly, relocating the manufacturing facilities back to UK will not only help the brand to improve its international image but also will help in generating favorable response and support from government as well. In case of manufacturing relocation, the company will also generate number of local jobs, because of which it will be able to support the local community (Anholt, 2008). Co-branding with other events and partners is also an important step towards COO based branding strategy for Burberry. For example, Burberry can collaborate with fashion events across globe and sponsor them prominently as a British brand. Considering the fact that Burberry is a British organisation with product line in luxury fashion items, it will become a logical branding strategy for the organisation, and the organisation will be able to target its potential customer. Secondly, in age of e-commerce and e-business, Burberry should tie-up with either Amazon or eBay in order to sell its products across globe. Considering the fact that e-retailers like Amazon have global presence will help Burberry to increase its global reach. However, it is important for Burberry to promote its brand as hardcore British Brand on every medium whether e-commerce of brick and mortar model. Also, Burberry should focus on intensive promotional campaign in rapidly developing market by organizing events showcasing its products and brand name (Olins, 2002). In markets like Japan from where 60% of Burberrys 109m in licensing income currently comes from, should be given more importance in order to improve the penetration rate. Most importantly, developing countries like India, Brazil etc. should be focused where there is a rising class in society, which is extremely cautious about the brand they wear. Such type of customers are always inclined towards the product which originates from a brand like US or UK due it its past legacy related to various brands. Hence, Burberry can learn from the success of other British brands such as Johnny Walker, or Mini Cooper, in order to position itself (Morgan et al, 2002). Conclusion Based on analysis of Burberry, it can be concluded that nation brand approach is an important strategic move for the organisation, which it can use towards gaining significant advantage over its rival companies. However, it should be aware of various pitfalls that it might encounter as a result of this strategy. Nation branding approach has to be planned first and based on the plan only it should be executed. As evident from above examples and analysis, Burberry should intensively focus on the promotional aspect of its brand, since promotion and marketing is the backbone of the entire strategy. Nation branding concept not only associates the brand with the nations image, but vice-versa scenario is equally true as well, that is why any promotional strategy by Burberry should also consider the image of country, as any negative promotional tactic might create resistance for the brand within country itself. References Anholt, S. 2002. 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