Brand Equity Essay Example | Topics and Well Written Essays - 1000 words

Brand Equity - Essay Example Attrition can quickly set in, rendering them vulnerable to competition. "Consumer-based brand equity is defined as the value of a brand signal to consumers." (Swait 1998, p. 7) . For Marcoms, once again, proactive commitment to customers separates successful companies from the rest. Because positive equity is so critically important an element of customer loyalty, operational flexibility and value innovation are especially meaningful here. Earlier, the lack of customer loyalty in the supermarket industry was discussed, with real equity being quite elusive for most chains (see appendix 1). At the heart of Marcoms equity package is providing convenience, quality, a variety of services, for customers who want it and who will pay more to get it. It is a premium service identified as such by customers because it delivers more. The equity pressure for companies like Marcoms is that, as they continue to raise the bar on customer expectations, they must also be able to see over the bar and continue to anticipate customer needs (Boone and Kurtz 2002). There are a lot of parallels between (1) the effect on loyalty of customer self-expression and choice and (2) the old-fashioned idea of romance and courtship. Customers are fickle; romance can be fickle. Boy meets girl. Boy wins girl. Boy loves her but takes her for granted. Choice is largely driven by a customer's relationships with a service, and with the companies that offer them. It's about experience, and levels of trust and commitment, through contact with suppliers. Because, in most industries, choices are so readily avai lable, customers are increasingly less hesitant to change suppliers. When replacement is perceived as more positive than negative, they'll move on. Industries such as banking and managed care have seen this occur (see appendix 2). This must translate to positive relationships and contacts, earning and keeping customer loyalty (Crawford 2003). "This perspective on brand equity focuses on the impact on consumer utility of a brand's signal credibility, rather than on the mere clarity of the provided information" (Swait 1998, p. 7) For Marcoms, the long-term value strategy is built on creating strong relationships with customers and anticipating their requirements. A significant new challenge is emerging with regard to value. Companies must now strategize with respect to both the physical product and the "virtual" product, such as information. Overlaps in physical and virtual product occur in many industries, particularly those where a tangible product, such as an automobile, and an int angible product, such as service advice or computer-based information support, coexist. Emancipated thinking and embracing the "possible shapes of things to come" now includes strategies that go beyond reliance on the company's own resources. Increasingly, companies are seeking strategic partnerships and relationships that bring complementary strengths, provide greater customer value, and result in higher share of customer (Boone and Kurtz 2002). Marcoms can build its brand equity through advertising. Marcoms should create a positive brand image and promotes its main goals and strategies appealing to emotions and mind of consumers. Perceptions and tributes towards Marcoms brand will be

Poem analysis Essay Example | Topics and Well Written Essays - 750 words - 1

Poem analysis - Essay Example to the ironic interpretation, the traveler’s choice could have been for nothing, which is evident by his â€Å"sigh† in line 16 that might have been a sign of regret for taking this road. These two points of view can be supported or argued against through other literary devices that are seen throughout the poem, such as imagery, symbols, tone, and many others. The first line of the poem â€Å"two roads diverged in a yellow wood† provides the greatest example of imagery, clearly showing that there was a fork in the path of a forest that was currently experiencing autumn. Calling the wood â€Å"yellow† would suggest that the leaves are in the process of changing colors. Furthermore, as the setting of the poem is a path in the woods, it is easy for the reader to conjure an image to match what they are reading; there is no limit of the imagination when it comes to thinking of a forest in autumn. Lines eleven and twelve also displayed imagery, giving an excellent view of what the two paths looked like in comparison to each other. The reader knows that the use of imagery is successful when they can easily bring up the image provided by the written word in their mind’s eye, just as Frost’s poem was able to accomplish. The setting of the poem also has to do with the symbolism. The two roads forming from one road in the woods symbolizes the choices that people must constantly make throughout their lives. The well-used road is the easy path that most people would rather take, while the less traveled road is the more complicated option that people prefer to avoid entirely. Frost makes a claim at the end of the poem, stating that â€Å"I took the one less traveled by, and that has made all the difference†, which can symbolize the change in a person that decided for the more difficult, unpredictable path. Life is about the journey, and choosing the easy way out leaves no lasting impressions. The tone of the poem is that of wistfulness, as the author thinks back on the

Pocahontas Analysis Essay Example for Free

Pocahontas Analysis Essay Pocahontas Analysis I believe that the disney movie Pocahontas is very inaccurate because of all the details that dont match up with the actual story. Parts involving Pocahontas age, the relationship between John smith and Pocahontas, John Smiths capture and the method of communication between Pocahontas and John Smith are told differently in the movie than in the sources Ive read from. The purpose of this analysis is to inform the reader of all the mistruths in the movie that some people may have perceived as true. Some of the only accurate parts in the movie are that John Smith was indeed about to be executed by the Powhatan and that Jamestown was founded in 1607. Besides these two facts, I believe that the rest of the movie is too warped from the real version. In the movie, John Smith first meets Pocahontas, falls in love with her and is then captured by the Powhatan, but according to the article, he meets Pocahontas after he is captured leading an expedition in search of food on December of 1607. In the movie, Kocoum is shot dead by Thomas after Kocoum attacks John Smith, but in actuality, Kocoum went on to marry Pocahontas. Also in the movie, John Smith is about to be executed because he supposedly killed Kocoum, but the the article says that the execution was just a ritual performed by the Powhatan. The Pocahontas article talks about how John Smith was injured by a gunpowder explosion, whereas in the movie, the Governor shoots John Smith while aiming for the Powhatan chief. The movie ends when John Smith must go back to England to be treated for his wound inflicted upon him by the Governor. This first source already unveils many of the inaccuracies in the movie. The Pocahontas letter, which is from John Smiths point of view, greatly favors Pocahontas. John Smith even calls her an instrument of God. In the letter though, John Smith describes his execution as real and that Pocahontas hazarded the beating out of her own body to save his own. In the article, Smith was first welcomed by the great chief and offered a feast. Then he was grabbed and forced to stretch out on two large, flat stones, but in the letter, John Smith says that he was ordered to be executed by the chief after eating with the savages for six weeks. Both of these situations were said to be told by John Smith himself, but we may never know the truth. The three portraits of Pocahontas that I saw, were very different from what Pocahontas looked like in the movie. In the engraving portrait, Pocahontas almost looked like a man. In the other two portraits, she at least looked like a woman, but it was nothing close to how she was portrayed in the Disney Movie. As you can see, there are many more inaccurate events in the movie than accurate ones. Many kids may grow up believing that the Disney story of Pocahontas is the true story of Pocahontas. What they dont know is that although Pocahontas is based on a true story, barely anything about the movie is true. Overall, the Disney version of Pocahontas seems like a work of fiction to me, whose sole purpose is to entertain young audiences.

Strategies for Atmospheric Impacts of Road Transport

Strategies for Atmospheric Impacts of Road Transport Consider the prospects for using alternative fuels to reduce the atmospheric impacts of road transport   As our world has globalised, our society has become increasingly interconnected through breakthroughs in our ability to travel from one area to another. This interconnectedness has been of economic and social benefit for people all over the world, so much so that we refer to our world as shrinking due to the ease and quickness of transport compared to that of the past. However, with this development and increase in transport our climate has been impacted. In the past exhaust gases from road traffic had, and still has, negative effects on air quality as road transport are major causes of nitrogen oxide pollution. Due to the introduction of U.S Clean Air Act of 1970 mass production of catalytic converters started in 1975 in the US and was introduced to Europe ten years later. Still, road transport became increasingly desirable for both private and business use. About 38% total fuel consumed is diesel, 60% is gasoline and 1% and 0.7% is gaseous fuels and biofuels. OECD countries are responsible for two thirds of the worlds fuel consumption (Uherek et al, 2010). Road transport vehicles produce a quantity of different harmful pollutants including nitrous oxides and particulate matter. These emission levels are particularly high in urban environments where the population is dense. The European union has set limits to the amount of pollution that populations should consume yet these limits are still breached in the densest areas where motor vehicles tend to accumulate. NOx comprises a mixture of nitric oxide (NO) and nitrogen dioxide (NO2). In the air NO is rapidly converted to NO2 which will also react in the air to form nitrate particles and ozone (O3). NO2 is a toxic gas harmful for health. NOx emissions also contribute to acidification and eutrophication, causing serious damage to ecosystems. Road transport accounts for a third of NOx emissions and is the dominant source in urban heavily trafficked areas. The average contribution of local traffic to urban NO2 and PM10 concentrations is estimated at 64% and 34%, respectively. It is estimated that around 10% of the EU urban population is exposed to NO2 levels above the EU limit value and that approximately 80% of the urban population is exposed to PM10 levels exceeding the WHO guideline value. https://www.transportenvironment.org/what-we-do/air-pollution/road-vehicles People know that road transport is harmful to the environment and yet they continue to use cars. The number of cars used is likely to only increase as third world countries develop and populations continue to rise, meaning that simply using less cars is an unrealistic solution. With this it is clear that if we are going to lower the pollution levels of cars we need to either improve their efficiency or stop using the harmful fuels they burn. Development of alternative fuels for road transport vary depending on the country and their economic standing. When oil prices went up in 1970 it promoted new interest in the idea of alternative fuels. Countries such as Brazil and the US began considering biofuels as a replacement but after a century of research and experiments alternative fuel sources still accounts for less than 2 percent of the worlds road transport fuel consumption. This 2 percent is limited to Brazil, the US and the European Union. The escape from traditional fuel sources ha s been found to be extremely difficult in the transport sector compared to others (Johnston and Silveira, 2014). One of the most commonly referred to of alternative fuels is ethanol, the most common biofuel. With the chemical formula C2H5OH it is the same alcohol found in alcoholic beverages. Used by blending it into gasoline so that it makes up 5 to 10 percent of the mixture. When looking at the characteristics of ethanol it has a lower energy content than gasoline. To reach the same distance you would require a third more ethanol than what you would need of gasoline. http://www.consumerenergycenter.org/transportation/afvs/ethanol.html Ethanol is renewable unlike our finite oil resource. Its the product of various plant materials, usually of corn, so there isnt a massive issue around being able to produce it. Ethanol works best when blended with gasoline as it has a high-octane number, fuel has a minimum octane number to ensure its drivability. http://www.afdc.energy.gov/fuels/ethanol_fuel_basics.html Figure 1 Global Ethanol Production http://www.afdc.energy.gov/data/10331 The above graph Figure 1 shows the production of ethanol in different countries over the years, what this graph is able to tell us is that production has been steadily growing with a few dips most likely down to times when other fuels were cheaper. We can also see that the USA and Brazil are consistently the greatest producers. Interest in biofuels has been growing and companys such as shell and BP are viewing them as a possible future replacement for gasoline. Ethanol made from corn creates 25 percent more energy than that which is required to grow the corn and distil into ethanol. Although ethanol creates a more effective fuel it doesnt resolve the problem that we are still heavily reliant on fossil fuels for road transport. Even though it may produce slightly lower greenhouse gas emissions its still not enough to be sustainable (Hordeski, 2009). Electric cars are more in production now than ever before with people owning and driving them, many electric cars claim zero emissions however it is argued that electric cars can be as damaging as regular gasoline powered cars. Electric cars rely on being charged to be powered. This electricity to do so comes from the local electricity network. The energy in this network has come power plants that arent emission free. In California in 2015 60 percent of electricity came from burning fossil fuels and wind and solar only accounted for and meagre 14 percent. If this is the case than does using an electric car really improve on how it impacts the atmosphere? One thing that electric cars do, however, is make air quality better in urban areas which would in turn lower pollution below the European Unions limit meaning healthier air for city residents. At night there is when electricity produced is cheapest, from natural gas, nuclear and hydroelectric dams however this is not the greenest op tion and people are more likely to charge their cars overnight, solar is of course only available during the day when theres sun meaning that its greener to charge cars during the day. Due to the grid, however, there is almost no capacity to store power created from solar and wind meaning energy is used as its produced. The only hope for this problem is future development of the grid to be able to store energy from renewables (Deb, 2016). https://www.theguardian.com/environment/2016/dec/08/electric-car-emissions-climate-change Natural gas is an odourless and colourless gaseous mixture of hydrocarbons. Liquefied natural gas and compressed natural gas is used for ease of transportation and both used as motor fuel. Natural gas is used for its availability, low cost and its benefits of emission. Vehicle that are designed to run on LNG and CNG drive as effectively as those using petroleum http://www.afdc.energy.gov/fuels/natural_gas_benefits.html In conclusion, it is clear that we must look towards alternative methods of fuel in the hopes of lowering our carbon footprint as without doing so we will only continue to produce more and more pollution. When it comes to using biofuels and natural gas they may undoubtedly provide certain benefits and improvements but in the long term they are also non-sustainable due to ethanol currently just being an additive to a finite petroleum and natural gas being a finite resource itself. Electric would be desirable especially if we were able to rely completely on renewable fuel sources such as solar and wind in the future. However, all have their flaws and only further development will create the fuel source of the future. Uherek, E et al. (2010). Transport impacts on atmosphere and climate: Land transport. 44th ed. Elsevier, pp.4772-4816.

You Shouldnt Have To Say Good-bye :: essays research papers

The Book is set in New York. It is a book about a young girl losing her mother to cancer. The theme is to never let a death in your life ruin the rest. I thought the book was really good. I showed a clear picture of how things can be when someone close to you is very sick, and there's nothing you can do about it. Sarah who is the only child is very close to her mother. One day when she comes home from school she finds out her mom is in the hospital. Hs did not come until two weeks later. When Sarah's mom comes home, she does not look very good. Later that day Sarah finds out that her mom has melanoma cancer. Her mom and dad both assure her that things will be fine, but Sarah isn't so sure. The days pass by and her mom seemed to get better and better every day. Sarah's best friend, Robin assures her that her mom will be just fine. Her mom teaches her many new things like laundry and buys her books to read. They spent as much time as possible together. However, one day when she gets home from school, no one is at the house. Sarah calls her dad's work and is told her dad is in the hospital with her mom. After a couple of hours, Sarah goes to school to perform in a talent show, still hoping that her parents would show up to see her. During her gymnastics routine, she spots her dad and mom in a wheelchair. After the show, she can't figure out why her mom is in a wheelchair. He friend Robin who performed in the show with her leaves with her mom quickly without saying anything. When they get home her parents try to convert her and decide to have a Christmas party. The party goes well and Sarah's mom seems better. On Christmas Eve day, Sarah is told to open presents right after lunch. She gets really upset because they usually do it in the evening. As Sarah came to her mother, who was sitting on the couch, her mother put her hands on Sarah's forehead. But as seconds pass, her head fell back, she closed her eyes and died.

Ancient Stories Of The Flood :: essays research papers

Stories of a primeval flood exist in all parts of the world, virtually every branch of the human race has traditions of a Great Flood that destroyed all of mankind, except one family.   Ã‚  Ã‚  Ã‚  Ã‚  The closest parallel to the Biblical story of the flood occurs in the Mesopotamian Epic of Gilgamesh, our fullest version of which is furnished by an Akkadian recension prepared, in the seventh century B.C. for the great library of King Ashurbanipal at Nineveh. The story itself is far older. We have fragments of versions dating as much as a thousand years earlier, and we possess also portions of a Summerian archetype.   Ã‚  Ã‚  Ã‚  Ã‚  In the Mesopotamian version: the gods apparently displeased with the evils of mankind decided to destroy it by means of a great flood. Ea, the god of wisdom and subtlety, was privy to their council and warned Utnapishtim, the Babylonian Noah, of the coming disaster. Utnapishtim was told to build a ship thirty cubits long and thirty cubits wide. Provision it and put in it specimens of every living thing. Then to board it with his family and possessions and launch it on the waters.   Ã‚  Ã‚  Ã‚  Ã‚  For six days and nights the wind and flood raged. On the seventh day the flood abated. Everything, including mankind, had turned to mud and clay.   Ã‚  Ã‚  Ã‚  Ã‚  Utnapishtim sent out a dove on the seventh day but it came back. He then sent out a swallow, but it came back. Finally he sent out a raven. The raven, however, saw that the waters had receded; it found food, and started to caw and wallow in the mud; it never came back. Eventually the ship grounded on Mount Nisir. Utnapishtim, seeing that the flood had receded, disembarked and set out an offering for the gods.   Ã‚  Ã‚  Ã‚  Ã‚  Enil, “Lord of the underworld,'; was very angry when he saw that Utnapishtim had been spared. He was soon calmed by the other gods and gave his blessing to Utnapishtim and his wife by granting them the gift of immortality and transferring them to a remote island.   Ã‚  Ã‚  Ã‚  Ã‚  Older versions, of which only fragments survive, tell virtually the same story, though the hero is sometimes called Atrahasis, or “Superwise,'; rather than Utnapishtim. In Western Asia the legend of the flood is of Summerian origin, and is now known from the excavations at Kish and Ur to have been based upon an historical catastrophe. In the Summerian version the hero is named Ziusudra, “the long lived.

Theories of Leadership

Professional and Staff Development FSPSD200 Leadership Theory Simplified Allisen Penn Assistant Professor  ­ Leadership Development â€Å"Pop leadership† philosophy abounds in our culture today. Book stores have shelves full of books on leader ­ ship. Leaders and leadership are discussed daily on tele ­ vision, radio, newspapers, magazines and on the web. As a result, many mixed messages about leadership are expressed. So – how do you decide what is accurate? Read the inside cover of a leadership book and you may find that the book is more about manage ­ ment and business than leadership. A agazine or newspaper may just express the opinion of a famous person about leadership. While the perspective of a well-known leader or the insight offered in a book may be valuable, you may want to ask – is this information supported by research? An understanding of the existing leadership research may help you shape your own opinion about what is good leadership. Once you determine what is good leader ­ ship, you can begin to develop your own leadership approach. Arkansas Is Our Campus Visit our web site at: http://www. uaex. edu What is leadership? There are almost as many definitions of leader ­ hip as there are books and opinions about leadership. You may want to define leadership for yourself. Write your definition of leadership: A commonly accepted definition of leadership is a process used by an individual to influence a group of members toward a common goal (Bass, 1990; Howell and Costley, 2001). Maxwell (1993) simply states that leadership is influence. The following overview of leadership theories is intended to provide a synopsis of some of the research conducted on leadership in the last 50 years. There is a list of suggested reading (page 4) to help you learn more about the theories hat appeal to you. University of Arkansas, United States Department of Agriculture, and County Governments Cooperating Seven Common Views of Leadersh ip Describe below: There are some common beliefs, which include both fact and fiction, about leadership that can be summarized into seven views of leadership (Lee and King, 2001). 1. The Genetic View – Some people are born with leadership talents and others are not. Only certain people can learn to lead effectively; they are naturals. If you do not have this inborn talent, there is nothing you can do. 2. The Learned View – If you study leadership arefully and practice, you can learn to be an effective leader, no matter whom you are. In a sense, this is the opposite of the genetic view. This view is common in the military and among leadership development professionals. 3. The Heroic View – The only good leaders are those who perform courageous, wise and compas ­ sionate feats that the rest of us can’t. Think of the movie roles played by Gary Cooper, Jimmy Stewart and John Wayne. The perception is that this is the type of leaders who get the rest of us ou t of trouble. 4. The Top-Only View – Leadership only happens at or close to the top of an organization.Everyone else â€Å"just follows orders. † If you are not the boss, you are nothing. If you are the boss, you are everything anyone could wish for. Being â€Å"the boss† is the ultimate goal. 5. The Social Script View – When it is your proper turn to be the leader, you will be asked. When asked, you should accept and be grateful. After all, not everyone is asked. This approach is common in professional associations and civic or community organizations. 6. The Position View – If you are in the job and have the title, you are a leader. This idea is tradi ­ tional in bureaucracies and highly structured rganizations and carries some validity even in the most effective systems. If your title is phrased â€Å"director of†¦Ã¢â‚¬  or â€Å"head of†¦,† your leadership virtues are assumed. 7. The Calling View – Although not neces sarily a religious experience, a â€Å"call† to lead can be quite compelling. This concept suggests that leaders have a sense of mission or purpose. Do any of these sound familiar to you? Which one of these viewpoints have you experienced? Every leader is different, and no single theory works for all leaders. Begin to develop your own leadership approach by learning more about the following leadership theories. †¢ †¢ †¢ †¢ †¢ Great man Trait Behavioral Contingency Transactional Transformational Great Man. Researchers who support the Great Man theory believe that people are born to leadership. This may include members of royalty, high-ranking military officers and industry heads. Today, many people still hold this traditional belief, and even though this theory may sound oldfashioned, research suggests that some people have personality traits, behaviors and knowledge that lend themselves to leadership (Yaverbaum and Sherman, 2008). Studying famous roya l, military or industry leaders may provide you with some tools that help ou develop your own leadership abilities. Trait Theory. Similar to the Great Man theory, Trait theory suggests that the characteristics or the personality of a person may make them an effective leader. Several academics believe that potential leaders can be spotted by studying the personality traits of the individual and matching them to the characteristics of actual leaders. Trait theory was almost abandoned by leadership practitioners as leadership research evolved, but in the past few years, there has been a renewed interest and more research related to Trait theory. Leadership traits include physical or background raits, personal or ability traits and/or task or social traits such as: †¢ †¢ †¢ †¢ Articulate Committed Decisive Determined †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Educated Energetic Integrity Intelligence Persistence Responsible Social Social Status Self-Confident James Kouzes and Barry Posner, authors of The Leadership Challenge, interviewed 75,000 people to identify the top ten characteristics needed in a leader. Their list includes the following characteristics: †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Broad-minded Competent Dependable Fair-minded Forward-looking Honest Inspiring Intelligent Supportive Straightforward All of these characteristics are not personality raits. Many researchers say you don’t have to be born with all of these traits. In fact, you can develop some of these characteristics as part of your personal leadership approach. Behavioral Theory. Behavior theory focuses on what an effective leader â€Å"does. † Leadership is not something you are born with, nor do you need a set of commonly accepted traits. However, effective leader ­ ship is dependent on the right behavior. Researchers proposed that for a leader to be effective, their behavior mus t vary with the situation. In other words, you can learn how to act like a leader. that match their ability.The leader provides coaching, direction, motivation and rewards for the followers. †¢ Situational Theory recommends that different situations call for different kinds of leadership. This calls for the leader to change their style to the abilities of their followers. Transactional Theory. Transactional leadership requires that the leader and follower agree to a contract. The follower is responsible for following orders to perform a task. The leader, in turn, gives rewards for following orders in completing the task. Transactional leadership suggests that people only complete tasks when there are external rewards.However, many people accomplish tasks and reach goals because of their own internal motivation. Transformational Theory. Transformational leadership is a process in which the leader engages others, builds trust and creates a connection that increases the motivation and morality in both the leader and the follower. (Northouse, 2001). A trans ­ formational leader focuses on others and their needs in order to help them reach their potential. In many ways, transformational leadership is about a leader’s ability to create a vision related to a goal that has meaning for both the leader and follower.Personalizing Leadership Which of these theories has the most appeal to you? Write a description about how and when you would use the theory, with whom, where and what skills you may need to learn to be more effective. What theory? Behavior theories are based on categories of behavior and leadership types. The myth in this thinking is that outward behavior is enough to establish leadership. In the 1970s, research found most of the Behavior theory research to be invalid (Howell and Costley, 2001; Yaverbaum and Sherman, 2008); however, leadership behavior is still frequently discussed.Contingency Theory. In a more progressive approach to leadershi p, Contingency theory recom ­ mends matching a leader’s style to the right situ ­ ation, which involves matching to the team of people and goals. Two common Contingency theories are Path-Goal theory and Situational theory. †¢ Path-Goal Theory proposes that effective leaders help followers reach goals through motivation by involving them in fulfilling and meaningful tasks How do you plan to use what you have learned? When will you use what you learned? References and Suggested Reading Bass, B. M. (1990). Bass and Stogdill’s Handbook ofLeadership: Theory Research and Managerial Application. New York: Free Press. Howell, J. P. , and D. L. Costley (2001). Understanding Behaviors for Effective Leadership. Saddle River, NJ: Prentice-Hall. With whom do you plan to use what you learned? Kouzes, J. M. , and B. Z. Posner (2002). The Leadership Challenge. San Francisco: Jossey Bass. Lee, R. J. , and S. N. King (2001). Discovering the Leader in You: A Guide to Realizing Y our Personal Leadership Potential. San Francisco: Jossey-Bass, Inc. Where do you plan to use what you have learned? Lewis, J. P. (2003). Project Leadership. New York: McGraw-Hill.Maxwell, J. C. (1993). Developing the Leader Within You. Nashville, TN: Injoy, Inc. Northouse, P. G. (2001). Leadership: Theory and Practice. Thousand Oaks, CA: Sage Publications, Inc. What else do you need to learn to be more effective in this area? Yaverbaum, E. , and E. Sherman (2008). The Everything Leadership Book, 2nd ed. Avon, MA: F+W Publications, Inc. Printed by University of Arkansas Cooperative Extension Service Printing Services. ALLISEN PENN is Assistant Professor – Leadership Development with the University of Arkansas Division of Agriculture, Cooperative Extension Service, located in Little Rock.FSPSD200-PD-11-08N Issued in furtherance of Cooperative Extension work, Acts of May 8 and June 30, 1914, in cooperation with the U. S. Department of Agriculture, Director, Cooperative Extension Service, University of Arkansas. The Arkansas Cooperative Extension Service offers its programs to all eligible persons regardless of race, color, national origin, religion, gender, age, disability, marital or veteran status, or any other legally protected status, and is an Affirmative Action/Equal Opportunity Employer.