Cultural And Structural Theories

Cultural And Structural TheoriesDefining wellness has eer been relative close totimes it is defined in terms of good health (feeling fit), bad health (free from pain and discomfort), and in terms of rang of task an person is able to perform (functional). However, WHO (1948) Health is a state of complete physical, psychic and social sanitary-being and non merely the absence of disease or infirmity. A resource for everyday life, not the objective of living. Health is a positive concept emphasizing social and personal resources, as well as physical capacities. The medical dictionary define bedridness as disease of body or mind poor health sickness. horticulture is the way of life of a group of people, lodge or community, it consist of beliefs, behavior, values, norms, customs, langu period, institutions etc common to the members of the group, indian lodge or community.Culture can influence the exposition of health and illness. Cultural address explains that health dif ferences can best be understood in terms of our way of life as society and as an individual and on the social configuration in which we rein ourselves, the trim the social mannequin the worse the health issues.Cultural approach is of the opinion that poor health is due to our diet, habits life style. In some non westbound culture, a big person is seen as healthy and the contract person is seen as ill, and is encour recovered to eat more, where as in the western world, been fat is seen as a death warrant.Some cultures do not believe in going to the doctors when they argon ill, they rather use a local remedy. Cultural approach completely blame the individual for his /her health problems because they do not follow a healthy life style, the sear subject (1980) similarly accepted this explanation, but acknowledged the fact that up to now does that lead a healthy life, still suffer from same ill health as those that does the opposite e.g. non smokers at the risk of lung cancer . The report suggested that differences in social circle factors only account for 25% of social class inequities in health and illness.More so, the structural approach, accepts the behavioral explanation to health differences, but claims that the behavioral approach fail to look at the broader background of inequality. Thus, poor health is as a result of the working tally to which some people have no choice but to be subjected to given the present income distribution and access to opportunity.In explaining the structural approach, the red ink perspective of health and illness leave alone be analyzed. The key boldness of Marxist is the tattle of production (structure of the society) which brought virtually division of labor, which in p beat reflect in the derivation of social classes. Marxist believes that health outcomes for whatsoever society are influenced by the economy body in ii waysLevel of production industrial diseases and injuries, stress- related illness, envir onment pollution, elegant food, chemical additives.Income distribution standard of living is measured by wealthiness and income-living condition, access to health care, diet, educational opportunities, and recreational opportunities.The black report (1980) as well as agrees with this view, as finding lapses to show that adverse social condition is momentous to the social pattering of health and illness in the society.Task 2 military rank OF THE EVIDENCE OF REGIONAL VARIATIONS AND INEQUALITIES IN HEALTH AND affectionThis essay will be outlining and evaluating the evidence of variation in health and illness. To evaluate these issues both material evidences from the Guardian News paper will be analysed. The beginning is LOCAL INEQUALITIES MARK MAP OF WELLBEING (24/09/2008) will be referred as APPENDIX A. This essay will excessively evaluate sociological explanations for health inequalities such as cultural, structural, functional perspectives. Reports produced by the government and independent look into will be applied in evaluating these regional variations. concomitant A covered the disparities in the health and conduct of people in incompatible parts of England. The findings made by the report regarding health disparities areWomen in disastrouspool are 8 times more likely to smokes during pregnancy than women from capital of Virginia upon Thames.Average 5year old in Blackburn suffers 7 times more tooth annihilation than 5year olds in Lichfield and Staffordshire.Teenage pregnancy rate in Lambeth south capital of the United Kingdom is more than 6 times that of Rutland.Obesity rate among children starting instill in Hackney, east London is 3 time the rate in Teedale.The research was done using 30 key indicators, of which none was mentioned in the report. The report agreed that despite government effort to eradicate health inequalities, the gap in health between the social classes in society keep increasing. The report agrees with the structural persp ective, which blames health inequalities on the economy system (capitalist state) of the society, as captured in paragraph 5 lines 4-6, addressing the issue of child distress the tax system. This can be backed by the finding of the Black report (1980) which opined that health standard is directly linked to social class and social economics factors such as poor housing, education, income and environment.The findings in Appendix A, was published and distributed to every local councils in the UK, so health thespian in every region can devise solution to keep back their respective health issues.Finding made by the report (APPENDIX A) regarding behaviour cannot be explained entirely by relative poverty. The findings on behaviour areLambeth despite having the worst teenage pregnancy problem in England, it also has the best figure for breastfeeding. More than 90% of mothers breastfeed in Lambeth compared to 33% in Knowsley, Merseyside.Malvern Hills, west Devon and south Shropshire, almo st all children of develop age engage with at least two hours of high quality PE /school sport a week compared to only 2/3 of children in Newcastle-under Lyme and Surrey Heath.Kensington and Chelsea has the highest life expectancy, for both man and women compared to Manchester and Liverpool, they eat the highest proportion of fruit and vegetables and the last-place rate of premature death rate caused by cancer. But was in the bottom 10 in England for problems relating to substance demoralise among people aged 15 to 64.The higher up findings can be related to the cultural approach, which lay emphasis on the cultural choices of the individual / group such as life style, diet, cigarette smoking and alcohol consumption. And partly in relation to the structural approach, for Lambeth, thither was increase of awareness on the importance of breastfeeding, for Malvern Hills, there is also the increase of awareness of the importance of exercise as for Kensington and Chelsea abuse of substa nce might be due to life style and in the main because they are wealthy.Task 3MOST SIGNIFICANT FACTORS INFLUENCING THE HEALTH AND malady IN A COMMUNITYMany factors influence health and global well being of a community. These range from individual factors, such as generic make up, age, gender and lifestyle, socio-economic, cultural and environment factors.Despite the above factors, the once that are most significant influence on a community health and well being are referred to as the wider epitope of health. These are educational attainment, employment status, housing and the environment. Because these wider determinants interact with other factors it is surd to evaluate the respective contribution of each determinant to eventual health outcomes.Educational Attainment From unlike perspective of sociology and the finding of the Black report (1980), it is evidence that educational attainment plays an important part in the general well being of the society. According to the Blac k report (1980), while, the general health of the nation had improved, theses improvements have not been equal across all the motley social classes. And the gap between the lower and higher social levels continue to widen. The report on Appendix A also highlighted this difference, when Knowsley borough found it effortful to educate mothers to on the importance of breastfeeding (paragraph 17). The situation in Knowsley can also be interpreted as a cultural trend inside the women.Employment Status Cultural approach opined that those in social class four and five eat less nutritious diet than those in social class one and two, structural argues however, that, due to income inequality, those in lower classes cannot enjoy the lifestyle of the rich in society and suffer more illness as a result of their job. Appendix B indicates that unemployment brings about poverty and social exclusion. It also shows that Barnet borough unemployment rate increased from 68.7% in 2006 to 71.2% in 2007, but remained below England average.Task 4BALANCING HEALTH AND ILLNESS IN A COMMUNITYKeeping the community well legal profession they say is better than cure. Unhealthy habits are passed on from generation as indicated in Appendix A, paragraph 7, lines 4-5. Barnet council plans to support their community to live a healthy lifestyle, to stop them from getting avoidableHealth workers in the various county/ boroughs should work in preventing the particular health problems of their local population as indicated in Appendix A paragraph 3.Government should embark, on health plans that are long term.

Strategies and Concepts in Research Design

Strategies and Concepts in interrogation DesignChapter 3 method acting actingology look for DESIGNAccording to Saunders et al (2005), design of a enquiry puke be wildcat, explanatory or descriptive in personalizedisedity. The justness of the look decided by its plans and objectives lays d consume the design or innovation of the query. As further just about as an exploratory look for is concerned, it tries to assimilate new-fashi nonpareild views with the bailiwick or subject in that applaudby evaluating a scenario from the perspective of innovation. As notice by Saunders et al (2005), an exploratory explore recognizes and approximates an exploratory bulgeput that is in name with the explore treat extracted from the perusal of the literature or pedantic writings and compilation of autochthonic info. The benefit of carrying out an exploratory explore is that it send away be amended as per the needs. The detective enjoys the immunity to current of air the investigate in e rattling direction at each con coifion of it. At the homogeneous conviction, an explanatory look for tries to display the existent earth of an event or accomplish. As noted by Saunders et al. (2005), this crystalize of look burn downcast be specified at later instalment of exploreery development, where a lucid picture of the occurrence or put in of personal business is required prior to locomote forward in the exploration. So far as explanatory look for is concerned, fit to Saunders et al (2005), it illuminates efforts to evaluate linkage in mingled with parameters. A query of this event includes a microscopic course taking into view the experiments under taken by means of quantitative techniques.deciding about the design of a look for encompassingly depends on the genius of the research which is determined by the aims and objectives of the research. For this research, the aim was to field of force the node patient of focu sing of deposit blaspheme of India and its militant intentfulness. The research was to make followers objectives to check extent conceptual models and theoretical mannequin cogitate to affinity merchandising to identify how race selling could be employ as a strategic beast for warring service and to inspire strategic frame plant life for kindred market. This research mainly required exploration needing the race amidst customer human kind management and warlike profit in relation to tell a constituent edge of India. then, the design of this research was defined as exploratory. question PHILOSOPHYThe philosophy of a research put up be incontrovertibility or interpretivism ( Zikmund, , 2000). plusness philosophy is found on the dogma that the justness of life free from a special(a) observer, and that authenticity is disordered from a man who studies it. On the other hand interpretivism is viewpointd on the depression that truth is invented or t olerated under the supervision of observers and realism, not comparative degree unconnected from those who study it. With these disclose beliefs, positivism, depends on the experiments and rule for determining (Esterby-Smith, 2002). Interpretivism depends on personal interviews and observations to illustrate professed truth. In positivism, the theory attempts to divine principles and laws that explain, clarify, predict and get over outcomes.Positivism research is base on the point of view, which confirms the lone align facts ar the scientific education that can be easily obtained by adhering strictly to the scientific method. In positivist science, a theory is a whatchamac each(prenominal)um utilise as a hypothesis, the sociable organisation of the test (Zikmund, 2000). On the reversion to positivism, interpretivism relate to a phenomenological effigy, arguing that the world is inseparable (Esterby-Smith, 2002). Interpretivism research attaches magnificence to the mea ning and trying to understand what is discovering and this is likely to beg that the fecund understanding of this composite, the world loses if the complexity of the amicable world is entirely cut back to a series of laws, such(prenominal) as simplifications.This research had nonentity to do with the scientific research or adopting positivism philosophy. In much(prenominal)(prenominal) than than(prenominal) displace words, this research was n all base on hypotheses testing nor found on examining theories. Therefore, certainly the philosophy of this research was interpretivism, where the research worker had to identify subjective education regarding the chosen research subject- customer consanguinity management of State wedge of India and its militant advantage. Adopting interpretivism philosophy in this research, foremost literature review was conducted and in that respectafter first hand entropy was pile up addressing derriere adjudicate from contras ting wedges in India and detailly from State Bank of India. question progressionThe access code of a research can be deductive or inductive (Easterby- Smith, 2002). Deductive research is an onrush perusing from the global to the circumstantial. distributively so frequently, this casu onlyy damage as top-down the appealing (Easterby- Smith, 2002). hither we can perplex further to think upward on a theory relative to our theme of a study. We then limit that down into the precise of assumption that we can examine. We reduce downward hardly we impress whilst we gather observations to be present on to the assumptions (Denscombe, 2003). This is final it conducts us to be to grapplently examine assumptions with precise in chassisation, corroboration or remove of our inventive theories. Inductive research is an uprise establish with design per substance abuses whatsoever other road, moving from the precise observations to the more extensive generalizations and the the ories. Casu tout ensembley, these ar term as overture to the bottom is raised raise upward (Easterby- Smith, 2002). In the inductive climb up, we begin further with the precise observations and the measurements begin to further strike pictures and regularities make roughly preliminary assumptions which we can investigate, and then we end upward on to defer somewhat extensive conclusions.A research based on interpretivism philosophy is suggested to conduct having inductive research approach. Therefore, this research was conducted adopting inductive research approach. In conformance with the norms of inductive research approach, a research process was followed commencement from bottom and compassing to top. In more clear words, firstly research turn outs were identified reviewing the literature and therefrom specific information was still draw near the target exemplar in order to make conclusions.enquiry regularityOver the years of hypothetical bases and theoretical f oundations and viewpoints, in line with explorations in totally other study, duty and management research has undergone changes. In actual sense, exploration is an activity that exclusives initiate so as to visit something in a systematic fashion, thereby enhancing their aw beness (Saunders et al, 2003). A research is not a research in veritable sense and volition not yield anything expected in contingency it is not undertaken in a disciplined fashion, that is to say, it needs to ca-ca a clear-cut aim and info compilation should be performed a recollectiveside interpretation without which it cannot be c whollyed an exploration. The exploration provides an shrewdness into the linkage in the midst of the pertinent cosmos of exploration and participants and expectancy at varied space of time extent. The tecs employ techniques and puppets approved by the faculty member writings in terms of on -paper or verbal ferment evaluations, skills, the use of eventful ideas, sec tor concerns and exploration practices linked.Quantitative and soft can be the two kinds of the techniques utilise for the get of exploration. The further pa mapping high neats the points of camber bill in the midst of these two forms of management research musical instruments in the barge of the academic writings. The soft technique or method is use in the populace of accessible sciences for the habit of looking into cultural and neighborly events. The soft instrumental roles atomic physical body 18 then put into the categories of action exploration, participant pose and ethnography sampling. The avenues of qualitative entropy are interviews and questionnaires, slick studies, focus- separate observation, records and writings, participant experience, and the explorers perceptions and responses. In eccentric of this kind of investigation, there may be differences in the understanding of contrary social and cultural traits usually entropy evaluation differs w ith the investigators (Saunders et al, 2003). The qualitative tools of explorations moderate the merits of store fine, approved info pertaining to human perspectives and losss, considering the contrastive parameters that may bear bearings on the responses. At the aforesaid(prenominal) time, this simulacrum as well as has a flaw_ it takes long time and is strenuous.Earlier, the denary technique was sedulous for the aim of exploring the natural events in the domain of natural sciences. The entropy compiled during the quantitative research are quantifiable, assertworthy, and can be usually universalized to a bigger chunk of audience (Saunders et al, 2003). slight of different aspects of influential research is the most spy demerit of quantitative research. The quantitative research includes the techniques like bes, econometrics, sampling, laboratory tests and a number of statistical info testing tools. The quantitative research provides a broad domain of research. For the purpose of the present research, both qualitative and quantitative methods select been employed. qualitative method was employed for the purpose of the literature review and quantitative approach was employed to gather first- hand or primary info on the recognize exploration topics by means of literature read-through and through.selective information gathering special and consequenceary are the two techniques of selective information compilation (Saunders et al., 2005). Considering research curriculum vitae and intention, both primary and twinklingary techniques of selective information compilation was employed for the purpose of the present research. tertiaryhand DataThe compilation of secondary info is through with(p) from the secondary avenues that are extracted from in-print or un print sources (Parasuraman et. 2004). The secondary information do use of in an exploration is not compiled for the present research. supplemental selective information nonplus c ertain merits and demerits. In the opinion of Kotabe (2002), the merits of secondary information arrangement are varied, of which some are mentioned here well-to-doly accessible, less-cost incurring, affectionate reach. Secondary entropy lays down the base for the compilation of the primary info. Nonetheless, it is a demerit of the secondary data that it cannot bring home the bacon to all the requisites of a particular(prenominal) question. The crease here is that secondary data accessible is gathered for its own precise objectives. Hence, the researcher cannot blindly make use of the data craft to his or her disposal. Moreover, the secondary data also cannot claim precision in background to timeliness. Notwithstanding these demerits, secondary data enable the investigator in explaining the interrogative cut downs, inquiry paradigm, and accomplishing probes aims, stated Malhotra (2004).Merits of Secondary DataSecondary data is favorable to obtain, less-cost incurring, and quick to reach. Secondary facilitates the identification of inquiry issue, development of inquiry paradigm and preparation of inquiry questions (Kotabe, 2002).Demerits of Secondary DataSecondary data happen to be the information compilation for other exploration aims and so its industriousness is confined to other particular exploration. Notwithstanding that there are different demerits of using secondary data, it enables the definition of exploration issue, decision of exploration paradigm and accomplish investigation aims. For the purpose of the present inquiry, the secondary data was compiled from the published sources like books, journals, newspapers and websites.Primary DataPrimary data is the data roll up for a particular probe, that include a number of phenomena lay down it to be time-consuming and expensive (Malhotra, 2004). Obviously, primary data compilation relates to all structure for the particular inquiry and hence yields errorless data in condition to the event, nonetheless, gathering primary data not as convenient as the secondary data. This necessitates time and expenses.So as to address the research issue in question, an explorer chooses to gather primary data, which is time-consuming, and expensive enterprise. A researcher can be inclined to opt for specific primary data compilation from the probable techniques in terms of observation, interviews, questionnaire bailiwick and case studies (Saunders et al., (2005).For the purpose of the present researcher, the researcher chose to use questionnaire gaze technique. In case of survey method, a sample of targeted item-by-items was interviewed by means of a questionnaire. The survey was conducted in an informal manner and all the answers were dealt with full confidentially. The aim of carrying out survey was to retard a real image of the information and also achieve participants assessment of the plus and negative answers in context to varied issues.Structuring the questionnaire wa s the most important segment of a questionnaire survey. For this purpose, care should be observed objet dart preparing the most pertinent and adequate questions. The researcher needed to have a clear insight into the theme, the aims of the exploration and description of the participants (Parasuraman, 2004). So as to cater to the research requisites, the researcher tended to be objective, accepted, and pertinent while structuring the questionnaire. The investigator could structure open or close-ended questions. Keeping in view the preciseness of the questions nature, the investigator merged only close-ended questions. In all, there were just 10 close-ended questions. The questions include in the questionnaire were arranged in an order beginning from the innovation of the part of the domain. soulised questions were not included in the questionnaires, or any severalize of such questions, that may be anti-individual sentiments.Primary data was hoard in this research as well thr ough interviews. The interviewees were conducted in the structured format and the interviewees were Senior Marketing Managers in State Bank of India (working in bran-new Delhi based Headquarters, Parliament Street). The number of interviews was 5 and the interviews had to respond in concord with the asked open-ended questions.SAMPLING TECHNIQUESaunders et al (2004), in this view, opines that come up the suitable sample of respondents is important for the dependability of the research and so there is a need to chart a cautious plan to necessitate and reach the suitable respondents. In case of questionnaire survey, the researcher necessitates to select the sample to be interviewed. In technical terms, this is said to be sampling. The sampling method varies from hazard (randomly) to non-probability (convenient) (Saunders et al., 2005). In this researcher, the research chose the non-probability (convenient) method of sampling, wherein the sample was chosen from dissimilar India ba sed fixs (who were working Delhi based branches). The respondents were Marketing Managers of the slangs. The number of respondents was 30 and all were approached conveniently without any prior certainty of to be chosen.DATA digestThis research was basically conducting having qualitative method therefore, data analysis was conducted applying qualitative data analysis method. In qualitative data analysis, data label includes the process of data evaluation, wherein all sorts of data are recorded reservation use of numerical codes since it helps investigator to feed the data speedily with nominal errors. Moreover, there are three stages of cryptography, open coding, axial coding and discriminating coding (Saunders et al, 2004). Consequently, in the first stage of coding, the compiled data was translated into theoretical units and was accorded a label, where same direct was accorded to similar units of data. In the second stage, the establishment of linkages surrounded by categ ories of data is done that is received as a result of first. Lastly, in the third stage, major categories were recognized as core category. The Microsoft Excel software was employed for the purpose of assessment of data. The data coding includes the process of data evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with stripped errors.ETHICAL ISSUESThe estimable issues in the research were primarily concerned to confidentiality and anonymity of the research participants. For confidentiality, the researcher maintain confidentiality the facts shared by the research participants all through the research process, and as well the names of the research participants were kept anonymous.RELIABILITY AND inclemency reliability of this research lies in sharing actual facts by the research participants as they were assured of not disclosing their name and the validity lies in the right way respondent the research questions through summarizing the findings.Chapter 4 FINDINGS AND ANALYSISINTRODUCTIONThe rationale of conducting data analysis in this research is to answer the research questions developed. Since a particular research question relate to various questions in the questionnaire, therefore the limit of the data analysis are in accordance with the season of questions in the questionnaire. For e genuinely section, firstly the literature is discussed from where the question is made. Thereafter data stash away on various swears aim and State Bank of India take is analysed.DATA FINDINGS AND ANALYSIS kin selling and level of implementationFor the research literature, definitions of human dealingship selling are without a clear agreement on its nature or specification of its context and application-level (Gummesson 2002 Parvatiyar and band 2000). The term used to spot a birth at the individual, and at the organisational level, with terms such as affinity market, loya lty selling, cross selling, up selling, co-branding, interchangeable trade, customer-supplier partnership, the personal one-to-one key account management and selling decisions (Sheth and Parvatiyar 2002), and there was a failure to clearly delineate, enumerate, and to combine these two elements (i.e. relations and selling). Recently, Gummesson (2002) emphasizes the long-term kinships and has taken a in truth broad interpretation, referring to the overall kin marketing. Seth and Parvatiyar (2002) widened it more by signifying that it is one-to-one communication flanked by the marketer and the customer is an synergetic process, not an give-and-take business, and this value-added activities based on shared collaborationism and mutuality between suppliers and customers. Relationship marketing therefore can be viewed as a very extensive type of somewhat long-term individual business affiliation with the degree of teamwork and interdependence, which is dependent on the appre hension of fulfilment of assurances in exchange for interactive marketing. In the light of these revelations, the issue of study in this research was as family marketing for banks in India mostly full treatment more on which level(individual or systemal level). The data collected in this regard reveals that blood marketing generally works more on individual level (than organisational level) so far as banks in India are concerned (see fudge and Figure 4.1). For State Bank of India, the interviews reveal that the bank rather focus on organizational level of family consanguinity marketing than individual level.The first question asked from the Marketing Managers of various banks in India was, family human human relationship marketing for their bank generally works more on which level (individual level or organizational level). The response in bulk comes outlining individual level. As according to the data shown in the to a higher place table, for bulk of respondents (63% o f the total 30), relationship marketing for their bank generally more works on individual level whereas for the rest respondents (37%), relationship marketing for their bank generally works on organisational level. On the whole these data desist that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned.Establishing dumbfound of relationship and relationship modelingIn accordance with the research literature, at the core of relationship marketing is an exchange that is advantageous to the parties tough in the exchange. The concept of the exchange as it applies to marketing can be viewed with any transaction cost analysis approach or a social approach, the theory of exchange. Transactions are divided into discrete transactions and relative operations. Relational constringe is governed by the law of relational operations. In continent contract law, which governs the discrete individual members of th e operation is not relevant, exclusively this is not true of marketing (Rusbult and van Lange 2003). In a relational undertake point of transition from the agreement (as in classical contract law), against itself as it is with time. There may or may not be the sure agreement, and if so, can not be any great respect for him. In relational transactions reduced the gap between the contractual parties, as this ratio becomes stronger and stronger. The main aim of relationship marketing is the groundwork of the hobby thereon, to minimize information search, and it is unlikely that present moral dilemmas, moreover rather, through the coordination of activities to achieve results mutually beneficial. Redesigning, relationship marketing is a very broad relatively long term, voluntary, individual, business associations with the degree of emotional commitment, impudence, indecorum, cooperation and interdependence(Rusbult and Van Lange 2003), which is based on the assumption of a share d , the promises of interactive marketing exchange on a reciprocal stand. In the light of these revelations, the issue of study in this research was as which aspect of relationship simulation surpass works as establishing beat of relationship between banks in India and their clients. The data collected in this regard reveals that trust and cooperation as aspects of relationship framework best works establishing stick of relationship between banks in India and their clients (see Table and Figure 4.2). For State Bank of India, the interviews reveal that the bank focuses on trust and interdependence aspects of relationship framework best works establishing bond of relationship with the clients.The second question asked from the Marketing Managers of various banks in India was, which of relationship framework best work as establishing bond of relationship between their bank and clients. The response in mass comes outlining trust and cooperation. As according to the data shown in the above table, for majority of respondents (67% of the total 30), trust (37%) and cooperation (30%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients whereas for the remaining respondents (33%), interdependence (13%), emotional commitment (10%) and intimacy (10%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients. On the whole, these data conclude that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients.Approach of relationship marketingFor the research literature, the repeated use of the term relationship marketing (Brodieet al,1997). They suggested that relationship marketing utilise at four levels. At the first level, relationship marketing, technology-based database marketing tool. At the second level, relationship marketing focuses on the relation ship between business and its customers, concentrate customer keeping. At the third level, relationship marketing is a form of customer partnership with customers jointly participate in growth a product or service. The tail and broadest level, relationship marketing was seen as including all of the databases for personal services, loyalty programs, brand loyalty, internal marketing, personal and social relationships and strategic alliances. Three characteristics are important for customers to desire continuity with the same supplier. These arevariability, complexity, exponentiation (Berry, 1995). Furthermore, that relationship marketing is carried out at three levels. train one relationship marketing is based primarily on outlay incentives to ensure customer loyalty. However, a sustainable competitive advantage is minimal at this level one, as pricing actions can be compared quickly. The second level of relationship marketing is based primarily on social networks, although th e footing remains a vital element. This includes personalization and adaptation of these relations.Relationship Marketing has been recognized in the ready-made marketing world, where it became apparent that a strategic competitive advantage could not be delivered on the basis of product characteristics, where but and bodied profitability are beginning to be associated with satisfying brisk customers (Egan, 2001). In the light of these revelations, the issue of study in this research was as which approach of relationship marketing is comparatively more beneficial for banks in India. The data collected in this regard reveals that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India (see Table and Figure 4.3). For State Bank of India, the interviews reveal that the bank by and large focuses on client retention as approach of relationship marketing.The third quest ion asked from the Marketing Managers of various banks in India was, which of relationship marketing is comparatively more beneficial for their bank. The response in majority comes outlining on clients retention. As according to the data shown in the above table, for respondents in majority (67% of the total 30) focusing on clients retention as approach of relationship marketing is comparatively more beneficial for their bank whereas for the remaining respondents (33%), focusing on technology-based data base marketing as approach of relationship marketing is comparatively more beneficial for their bank. By and large, these data conclude that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India.Relationship marketing as competitive advantage toolIn accordance with the research literature, competitive advantage as determined by the type of people the organization att racts and how these individuals to contend when they are players or staff. Therefore it is very necessary to recruit people who have high skills and can caterpillar tread and develop a competitive stopping point in the organization. This is true for every business but not for those who have focused for some particular people or work force. This could also include the experience of the men which has to be recruited. These characteristics are as important as they count to be but there is one more factor which is very important and work as a pushing force to compete in the market which guides to repeatedly contributing to the competitive culture of the organization. This is how the organization deploys, manages, reconfigures, or integrates with them (Peteraf and Bergen, 2003). This is not just with the systems that creates an advantage, but as they are assiduous in operations in the system. It was here, in the Superior operations, advantages can be obtained. Again, the key is the quality of the person concerned, and how they function together for competitive advantage. This group is based on the operations in the responsibility of each individual in the organization and, as the rule tracks from a top coach it creates a sense of importance and steady concentration to feature whether the keys to the organization sop up the benefits sought through what are essentially common systems in the competitive arena of the organization. A competitive culture creates the feeling that all opportunities to compete with a rival, as well as with itself. There is a positive feedback between the public interest and the success of overtime. These types of loops, both positive and negative, create difficulties in the system and create the dynamic behavior of organizations (Sterman, 2000). That is why we see a gang of industries in the geographical compass where a cluster of more available pool of talent is available. Thus, creating and maintaining a culture of ambition is a key component of efforts to achieve competitive advantage. In the light of these revelations, the issue of study in this research was as how is the billet of relationship marketing as competitive advantage tool for banks in India. The data collected in this regard reveals that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India (see Table and Figure 4.4). For State Bank of India, the interviews reveal that although relationship marketing is highly focused a strategy for the bank, yet the bank does not look relationship marketing as tool of competitive advantage.The fourth question asked from the Marketing Managers of various banks in India was, how is the role of relationship marketing as competitive advantage tool for their bank. The response in majority comes out as highly effective. As according to the data shown in the above table, for respondents in majority (60% of the total 30), they see the role of relationship marketing highly effective as competitive advantage tool for their bank whereas for the remaining respondents (40%), they see the role of relationship marketing either effective (27%) or ineffective (13%) as competitive advantage tool for their bank. By and large, these data conclude that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India.Areas of competitive advantage and relationship marketingFor the research literature, linking aspects of relations with some degree of competitive advantage became a topic of maturement interest in marketing and strategy scholars. Research in this area have focused on trust, commitment, mutual goals, power, social networks, transaction costs, information exchange, a kind of investing and management, each of which has been shown to affect the incidence of relationship based on competitive advantage (Morgan and Hunt, 1999) . However, only two authors have assay to conceptualize the rel ations based on competitive advantages in a holistic sense (JAP 2001 Wilson 1995). The hypothesis that inter-firm connection can be the basis for accomplishing competitive benefits has received significant attention in the literature. A number of studies are on the way to explain this incidence (Morgan and Hunt, 1999). Personal qualities such as trust, commitment, mutual goals, power, social networks, transaction costs, information sharing, an investment and management of all it has been shown to affect the incidence of relationship based on competitive advantages (JAP 1999 Morgan and Hunt 1999 Wilson 1995). In the light of these revelations, the issue of study in this research was as in which area of competitive advantage, relationship marketing would be most successful for banks in India. The data collected in this regard reveals that in the competitive areas of managing social networks and managing information sharing, relationship marketing would be most successful for banks in India (see Table and Figure 4.5). For State Bank of India, the interviews reveal that the bank rather focuses on managingStrategies and Concepts in Research DesignStrategies and Concepts in Research DesignChapter 3 METHODOLOGYRESEARCH DESIGNAccording to Saunders et al (2005), design of a research can be exploratory, explanatory or descriptive in nature. The shade of the research decided by its aims and objectives lays down the design or blueprint of the research. As far as an exploratory research is concerned, it tries to assimilate fresh views with the theme or subject thereby evaluating a scenario from the perspective of innovation. As observed by Saunders et al (2005), an exploratory research recognizes and evaluates an exploratory issue that is in line with the research process extracted from the perusal of the literature or academic writings and compilation of primary data. The benefit of carrying out an exploratory research is that it can be amended as per the needs. The resea rcher enjoys the freedom to steer the research in any direction at any phase of it. At the same time, an explanatory research tries to display the factual state of an event or process. As noted by Saunders et al. (2005), this sort of research can be specified at later segment of investigative study, where a lucid picture of the occurrence or state of affairs is required prior to moving forward in the exploration. So far as explanatory research is concerned, according to Saunders et al (2005), it makes efforts to evaluate linkage in between parameters. A research of this type includes a precise course taking into view the experiments undertaken by means of numerical techniques.Deciding about the design of a research broadly depends on the nature of the research which is determined by the aims and objectives of the research. For this research, the aim was to study the customer relationship management of State Bank of India and its competitive advantage. The research was to achieve fol lowing objectives to review extent conceptual models and theoretical framework related to relationship marketing to identify how relationship marketing could be used as a strategic tool for competitive advantage and to recommend strategic frameworks for relationship marketing. This research mainly required exploration regarding the relationship between customer relationship management and competitive advantage in relation to State Bank of India. Therefore, the design of this research was defined as exploratory.RESEARCH PHILOSOPHYThe philosophy of a research can be positivism or interpretivism ( Zikmund, , 2000). Positivism philosophy is based on the belief that the truth of life free from a particular observer, and that authenticity is separated from a man who studies it. On the other hand interpretivism is based on the belief that truth is invented or tolerated under the supervision of observers and realism, not comparative disconnected from those who study it. With these key belie fs, positivism, depends on the experiments and rationale for determining (Esterby-Smith, 2002). Interpretivism depends on personal interviews and observations to illustrate professed truth. In positivism, the theory attempts to divine principles and laws that explain, clarify, predict and control outcomes.Positivism research is based on the point of view, which confirms the lone true facts are the scientific information that can be easily obtained by adhering strictly to the scientific method. In positivist science, a theory is a device used as a hypothesis, the structure of the test (Zikmund, 2000). On the contrary to positivism, interpretivism relate to a phenomenological paradigm, arguing that the world is subjective (Esterby-Smith, 2002). Interpretivism research attaches importance to the meaning and trying to understand what is happening and this is likely to argue that the rich understanding of this composite, the world loses if the complexity of the social world is completely reduced to a series of laws, such as simplifications.This research had nothing to do with the scientific research or adopting positivism philosophy. In more clear words, this research was neither based on hypotheses testing nor based on examining theories. Therefore, certainly the philosophy of this research was interpretivism, where the researcher had to reveal subjective information regarding the chosen research subject- customer relationship management of State Bank of India and its competitive advantage. Adopting interpretivism philosophy in this research, firstly literature review was conducted and thenceforth first hand data was collected approaching target sample from various banks in India and particularly from State Bank of India.RESEARCH APPROACHThe approach of a research can be deductive or inductive (Easterby- Smith, 2002). Deductive research is an approach perusing from the general to the precise. Each so frequently, this casually terms as top-down the approach (Easte rby- Smith, 2002). Here we can begin further to think upward on a theory relative to our theme of a study. We then narrow that down into the precise of assumption that we can examine. We reduce downward but we move whilst we gather observations to be present on to the assumptions (Denscombe, 2003). This is final it conducts us to be to competently examine assumptions with precise data, corroboration or discharge of our inventive theories. Inductive research is an approach based with design peruses another road, moving from the precise observations to the more extensive generalizations and the theories. Casually, these are term as approach to the bottom is raised raise upward (Easterby- Smith, 2002). In the inductive approach, we begin further with the precise observations and the measurements begin to further reveal pictures and regularities make some preliminary assumptions which we can investigate, and then we end upward on to lengthen some extensive conclusions.A research based o n interpretivism philosophy is suggested to conduct having inductive research approach. Therefore, this research was conducted adopting inductive research approach. In accordance with the norms of inductive research approach, a research process was followed starting from bottom and reaching to top. In more clear words, firstly research issues were identified reviewing the literature and therefore specific data was collected approaching the target sample in order to make conclusions.RESEARCH METHODOver the years of hypothetical bases and theoretical foundations and viewpoints, in line with explorations in any other domain, business and management research has undergone changes. In actual sense, exploration is an activity that individuals initiate so as to discover something in a systematic fashion, thereby enhancing their awareness (Saunders et al, 2003). A research is not a research in true sense and will not yield anything expected in case it is not undertaken in a disciplined fash ion, that is to say, it needs to have a clear-cut aim and data compilation should be performed alongside interpretation without which it cannot be called an exploration. The exploration provides an insight into the linkage between the pertinent domain of exploration and participants and expectation at varied space of time extent. The investigators employ techniques and tools approved by the academic writings in terms of on -paper or verbal work evaluations, skills, the use of important ideas, sector concerns and exploration practices linked.Quantitative and qualitative can be the two kinds of the techniques employed for the purpose of exploration. The further discussion highlights the points of distinction between these two forms of management research tools in the light of the academic writings. The qualitative technique or method is employed in the domain of social sciences for the purpose of looking into cultural and social events. The qualitative tools are then put into the cate gories of action exploration, participant experience and ethnography sampling. The avenues of qualitative data are interviews and questionnaires, case studies, focus-group observation, records and writings, participant experience, and the explorers perceptions and responses. In case of this kind of investigation, there may be differences in the understanding of different social and cultural traits usually data evaluation differs with the investigators (Saunders et al, 2003). The qualitative tools of explorations have the merits of compiling fine, approved data pertaining to human perspectives and issues, considering the different parameters that may have bearings on the responses. At the same time, this paradigm also has a demerit_ it takes long time and is strenuous.Earlier, the quantitative technique was employed for the purpose of exploring the natural events in the domain of natural sciences. The data compiled during the quantitative research are quantifiable, trustworthy, and c an be usually universalized to a bigger chunk of audience (Saunders et al, 2003). Negligence of different aspects of influential research is the most observed demerit of quantitative research. The quantitative research includes the techniques like surveys, econometrics, sampling, laboratory tests and a number of statistical data testing tools. The quantitative research provides a broad domain of research.For the purpose of the present research, both qualitative and quantitative methods have been employed. Qualitative method was employed for the purpose of the literature review and quantitative approach was employed to gather first- hand or primary data on the recognized exploration topics by means of literature read-through.DATA COLLECTIONPrimary and secondary are the two techniques of data compilation (Saunders et al., 2005). Considering research sketch and intention, both primary and secondary techniques of data compilation was employed for the purpose of the present research.Seco ndary DataThe compilation of secondary data is done from the secondary avenues that are extracted from in-print or unpublished sources (Parasuraman et. 2004). The secondary data made use of in an exploration is not compiled for the present research. Secondary data have certain merits and demerits. In the opinion of Kotabe (2002), the merits of secondary data collection are varied, of which some are mentioned here conveniently accessible, less-cost incurring, quick reach. Secondary data lays down the base for the compilation of the primary data. Nonetheless, it is a demerit of the secondary data that it cannot cater to all the requisites of a particular inquiry. The argument here is that secondary data accessible is gathered for its own precise objectives. Hence, the researcher cannot blindly make use of the data lying to his or her disposal. Moreover, the secondary data also cannot claim precision in context to timeliness. Notwithstanding these demerits, secondary data enable the in vestigator in explaining the inquiry issues, inquiry paradigm, and accomplishing probes aims, stated Malhotra (2004).Merits of Secondary DataSecondary data is convenient to achieve, less-cost incurring, and quick to reach. Secondary facilitates the identification of inquiry issue, development of inquiry paradigm and preparation of inquiry questions (Kotabe, 2002).Demerits of Secondary DataSecondary data happen to be the information compilation for other exploration aims and hence its application is confined to other particular exploration. Notwithstanding that there are different demerits of using secondary data, it enables the definition of exploration issue, decision of exploration paradigm and accomplish investigation aims. For the purpose of the present inquiry, the secondary data was compiled from the published sources like books, journals, newspapers and websites.Primary DataPrimary data is the data collected for a particular probe, that include a number of phenomena causing i t to be time-consuming and expensive (Malhotra, 2004). Obviously, primary data compilation relates to all structured for the particular inquiry and hence yields errorless data in context to the event, nonetheless, gathering primary data not as convenient as the secondary data. This necessitates time and expenses.So as to address the research issue in question, an explorer chooses to gather primary data, which is time-consuming, and expensive enterprise. A researcher can be inclined to opt for specific primary data compilation from the probable techniques in terms of observation, interviews, questionnaire survey and case studies (Saunders et al., (2005).For the purpose of the present researcher, the researcher chose to use questionnaire survey technique. In case of survey method, a sample of targeted individuals was interviewed by means of a questionnaire. The survey was conducted in an informal manner and all the answers were dealt with full confidentially. The aim of carrying out s urvey was to ensure a real image of the information and also achieve participants assessment of the positive and negative answers in context to varied issues.Structuring the questionnaire was the most important segment of a questionnaire survey. For this purpose, care should be observed while preparing the most pertinent and suitable questions. The researcher needed to have a clear insight into the theme, the aims of the exploration and description of the participants (Parasuraman, 2004). So as to cater to the research requisites, the researcher tended to be objective, recognized, and pertinent while structuring the questionnaire. The investigator could structure open or close-ended questions. Keeping in view the preciseness of the questions nature, the investigator structured only close-ended questions. In all, there were just 10 close-ended questions. The questions included in the questionnaire were arranged in an order beginning from the introduction of the part of the domain. Pe rsonal questions were not included in the questionnaires, or any sort of such questions, that may be anti-individual sentiments.Primary data was collected in this research as well through interviews. The interviewees were conducted in the structured format and the interviewees were Senior Marketing Managers in State Bank of India (working in New Delhi based Headquarters, Parliament Street). The number of interviews was 5 and the interviews had to respond in accordance with the asked open-ended questions.SAMPLING TECHNIQUESaunders et al (2004), in this view, opines that approaching the suitable sample of respondents is important for the dependability of the research and so there is a need to chart a cautious plan to select and reach the suitable respondents. In case of questionnaire survey, the researcher necessitates to select the sample to be interviewed. In technical terms, this is said to be sampling. The sampling method varies from probability (randomly) to non-probability (conv enient) (Saunders et al., 2005). In this researcher, the research chose the non-probability (convenient) method of sampling, wherein the sample was chosen from various India based banks (who were working Delhi based branches). The respondents were Marketing Managers of the banks. The number of respondents was 30 and all were approached conveniently without any prior certainty of to be chosen.DATA ANALYSISThis research was basically conducting having qualitative method therefore, data analysis was conducted applying qualitative data analysis method. In qualitative data analysis, data coding includes the process of data evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. Moreover, there are three stages of coding, open coding, axial coding and selective coding (Saunders et al, 2004). Consequently, in the first stage of coding, the compiled data was translated into theoretical units and was accorded a label, where same level was accorded to similar units of data. In the second stage, the establishment of linkages between categories of data is done that is received as a result of first. Lastly, in the third stage, major categories were recognized as core category. The Microsoft Excel software was employed for the purpose of assessment of data. The data coding includes the process of data evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors.ETHICAL ISSUESThe ethical issues in the research were primarily concerned to confidentiality and anonymity of the research participants. For confidentiality, the researcher maintained confidentiality the facts shared by the research participants all through the research process, and as well the names of the research participants were kept anonymous.RELIABILITY AND VALIDITYReliability of this research lies in sharing actual fac ts by the research participants as they were assured of not disclosing their name and the validity lies in properly answering the research questions through summarizing the findings.Chapter 4 FINDINGS AND ANALYSISINTRODUCTIONThe rationale of conducting data analysis in this research is to answer the research questions developed. Since a particular research question relate to various questions in the questionnaire, therefore the contents of the data analysis are in accordance with the sequence of questions in the questionnaire. For every section, firstly the literature is discussed from where the question is made. Thereafter data collected on various banks level and State Bank of India level is analysed.DATA FINDINGS AND ANALYSISRelationship marketing and level of implementationFor the research literature, definitions of relationship marketing are without a clear agreement on its nature or specification of its context and application-level (Gummesson 2002 Parvatiyar and Seth 2000). T he term used to describe a relationship at the individual, and at the organizational level, with terms such as affinity marketing, loyalty marketing, cross selling, up selling, co-branding, joint marketing, customer-supplier partnership, the personal one-to-one key account management and marketing decisions (Sheth and Parvatiyar 2002), and there was a failure to clearly delineate, enumerate, and to combine these two elements (i.e. relations and marketing). Recently, Gummesson (2002) emphasizes the long-term relationships and has taken a very broad interpretation, referring to the overall relationship marketing. Seth and Parvatiyar (2002) widened it more by signifying that it is one-to-one communication flanked by the marketer and the customer is an interactive process, not an exchange business, and this value-added activities based on shared collaboration and interdependence between suppliers and customers. Relationship marketing therefore can be viewed as a very extensive type of s omewhat long-term individual business affiliation with the degree of teamwork and interdependence, which is dependent on the anticipation of fulfillment of assurances in exchange for interactive marketing. In the light of these revelations, the issue of study in this research was as relationship marketing for banks in India generally works more on which level(individual or organizational level). The data collected in this regard reveals that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned (see Table and Figure 4.1). For State Bank of India, the interviews reveal that the bank rather focus on organizational level of relationship marketing than individual level.The first question asked from the Marketing Managers of various banks in India was, relationship marketing for their bank generally works more on which level (individual level or organizational level). The response in majority comes outlining ind ividual level. As according to the data shown in the above table, for majority of respondents (63% of the total 30), relationship marketing for their bank generally more works on individual level whereas for the remaining respondents (37%), relationship marketing for their bank generally works on organisational level. On the whole these data conclude that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned.Establishing bond of relationship and relationship frameworkIn accordance with the research literature, at the core of relationship marketing is an exchange that is beneficial to the parties involved in the exchange. The concept of the exchange as it applies to marketing can be viewed with any transaction cost analysis approach or a social approach, the theory of exchange. Transactions are divided into discrete transactions and relational operations. Relational contract is governed by the law of relatio nal operations. In classical contract law, which governs the discrete individual members of the operation is not relevant, but this is not true of marketing (Rusbult and Van Lange 2003). In a relational contracting point of transition from the agreement (as in classical contract law), against itself as it is with time. There may or may not be the original agreement, and if so, can not be any great respect for him. In relational transactions reduced the gap between the contractual parties, as this ratio becomes stronger and stronger. The main aim of relationship marketing is the creation of the interest thereon, to minimize information search, and it is unlikely that present moral dilemmas, but rather, through the coordination of activities to achieve results mutually beneficial. Redesigning, relationship marketing is a very broad relatively long term, voluntary, individual, business associations with the degree of emotional commitment, trust, intimacy, cooperation and interdependenc e(Rusbult and Van Lange 2003), which is based on the assumption of a shared , the promises of interactive marketing exchange on a reciprocal basis. In the light of these revelations, the issue of study in this research was as which aspect of relationship framework best works as establishing bond of relationship between banks in India and their clients. The data collected in this regard reveals that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients (see Table and Figure 4.2). For State Bank of India, the interviews reveal that the bank focuses on trust and interdependence aspects of relationship framework best works establishing bond of relationship with the clients.The second question asked from the Marketing Managers of various banks in India was, which of relationship framework best work as establishing bond of relationship between their bank and clients. The response in majority comes o utlining trust and cooperation. As according to the data shown in the above table, for majority of respondents (67% of the total 30), trust (37%) and cooperation (30%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients whereas for the remaining respondents (33%), interdependence (13%), emotional commitment (10%) and intimacy (10%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients. On the whole, these data conclude that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients.Approach of relationship marketingFor the research literature, the repeated use of the term relationship marketing (Brodieet al,1997). They suggested that relationship marketing applied at four levels. At the first level, relationship marketing, technology-based database marketing tool. At the second level, relationship marketing focuses on the relationship between business and its customers, focusing customer retention. At the third level, relationship marketing is a form of customer partnership with customers jointly participate in developing a product or service. The fourth and broadest level, relationship marketing was seen as including all of the databases for personal services, loyalty programs, brand loyalty, internal marketing, personal and social relationships and strategic alliances. Three characteristics are important for customers to desire continuity with the same supplier. These arevariability, complexity, participation (Berry, 1995). Furthermore, that relationship marketing is carried out at three levels. Level one relationship marketing is based primarily on price incentives to ensure customer loyalty. However, a sustainable competitive advantage is minimal at this level one, as pricing actions can be compared quickly. The second level of relationship marketing is based primarily on social networks, although the price remains a vital element. This includes personalization and adaptation of these relations.Relationship Marketing has been recognized in the ready-made marketing world, where it became apparent that a strategic competitive advantage could not be delivered on the basis of product characteristics, where alone and corporate profitability are beginning to be associated with satisfying existing customers (Egan, 2001). In the light of these revelations, the issue of study in this research was as which approach of relationship marketing is comparatively more beneficial for banks in India. The data collected in this regard reveals that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India (see Table and Figure 4.3). For State Bank of India, the interviews reveal that the bank by and large focuses on client r etention as approach of relationship marketing.The third question asked from the Marketing Managers of various banks in India was, which of relationship marketing is comparatively more beneficial for their bank. The response in majority comes outlining on clients retention. As according to the data shown in the above table, for respondents in majority (67% of the total 30) focusing on clients retention as approach of relationship marketing is comparatively more beneficial for their bank whereas for the remaining respondents (33%), focusing on technology-based data base marketing as approach of relationship marketing is comparatively more beneficial for their bank. By and large, these data conclude that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India.Relationship marketing as competitive advantage toolIn accordance with the research literature, competitive adva ntage as determined by the type of people the organization attracts and how these individuals to compete when they are players or staff. Therefore it is very necessary to recruit people who have high skills and can lead and develop a competitive culture in the organization. This is true for every business but not for those who have focused for some particular people or work force. This could also include the experience of the workforce which has to be recruited. These characteristics are as important as they seem to be but there is one more factor which is very important and work as a pushing force to compete in the market which guides to repeatedly contributing to the competitive culture of the organization. This is how the organization deploys, manages, reconfigures, or integrates with them (Peteraf and Bergen, 2003). This is not just with the systems that creates an advantage, but as they are occupied in operations in the system. It was here, in the Superior operations, advantage s can be obtained. Again, the key is the quality of the person concerned, and how they function together for competitive advantage. This group is based on the operations in the responsibility of each individual in the organization and, as the rule tracks from a top manager it creates a sense of importance and steady concentration to feature whether the keys to the organization reap the benefits sought through what are essentially common systems in the competitive arena of the organization. A competitive culture creates the feeling that all opportunities to compete with a rival, as well as with itself. There is a positive feedback between the public interest and the success of overtime. These types of loops, both positive and negative, create difficulties in the system and create the dynamic behavior of organizations (Sterman, 2000). That is why we see a cluster of industries in the geographical area where a cluster of more available pool of talent is available. Thus, creating and ma intaining a culture of competition is a key component of efforts to achieve competitive advantage. In the light of these revelations, the issue of study in this research was as how is the role of relationship marketing as competitive advantage tool for banks in India. The data collected in this regard reveals that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India (see Table and Figure 4.4). For State Bank of India, the interviews reveal that although relationship marketing is highly focused a strategy for the bank, yet the bank does not look relationship marketing as tool of competitive advantage.The fourth question asked from the Marketing Managers of various banks in India was, how is the role of relationship marketing as competitive advantage tool for their bank. The response in majority comes out as highly effective. As according to the data shown in the above table, for respondents in majority (60% of the total 30) , they see the role of relationship marketing highly effective as competitive advantage tool for their bank whereas for the remaining respondents (40%), they see the role of relationship marketing either effective (27%) or ineffective (13%) as competitive advantage tool for their bank. By and large, these data conclude that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India.Areas of competitive advantage and relationship marketingFor the research literature, linking aspects of relations with some degree of competitive advantage became a topic of growing interest in marketing and strategy scholars. Research in this area have focused on trust, commitment, mutual goals, power, social networks, transaction costs, information exchange, a kind of investment and management, each of which has been shown to affect the incidence of relationship based on competitive advantage (Morgan and Hunt, 1999) . However, only two authors have attempted to conceptualize the relations based on competitive advantages in a holistic sense (JAP 2001 Wilson 1995). The hypothesis that inter-firm connection can be the basis for accomplishing competitive benefits has received significant attention in the literature. A number of studies are on the way to explain this incidence (Morgan and Hunt, 1999). Personal qualities such as trust, commitment, mutual goals, power, social networks, transaction costs, information sharing, an investment and management of all it has been shown to affect the incidence of relationship based on competitive advantages (JAP 1999 Morgan and Hunt 1999 Wilson 1995). In the light of these revelations, the issue of study in this research was as in which area of competitive advantage, relationship marketing would be most successful for banks in India. The data collected in this regard reveals that in the competitive areas of managing social networks and managing information sharing, relationship marketing wou ld be most successful for banks in India (see Table and Figure 4.5). For State Bank of India, the interviews reveal that the bank rather focuses on managing

Transactive Memory System and Creativity of Dutch Designers

Transactive Memory System and Creativity of Dutch DesignersPrefaceThe causation decl bes that the text and flex presented in this Master thesis argon received and that no new(prenominal) sources gainer(a) than those menti bingled in the text and its telephone extensions throw been utilise in creating the Master thesis.The copyright of the Master thesis rests with the author. The author is creditworthy for its contents. RSM Erasmus University is only li equal for the educational coaching and beyond that raftnot be held responsible for its contents.AbstractThis re bet examines the electrical shock of the transactive store musical arrangement on the imaginativeness of Dutch contrive motives, architects and graphic spiriters. The transactive store administration (TMS) consists of singular expertness of members as well as their start out of who encounter sexs what and is based on communicating. The fury in this thesis is peen to the convalescence persona of the TMS. This aim could drop an impact on the work of mind multiplication.In this investigate a special focus will be on the idea of ba, positive by Nonaka (1994). Central to the ba stands the idea of familiarity populace during interaction. slightly five hundred designers were sent an online survey active the impact of the purlieu, familiarity creation and experience transfer on the retrieval of data during idea generation. The final number of cases utilise was 128 and these were empiric all(prenominal)(prenominal)(a)y investigated employ a bigeminal regression analysis.Results showed that having connections with other singles did have a he crafty impact on the fictive thinking of Dutch designers during idea generation (=.379 signifi empenna let down at direct .001).Further much, the manipulation of explicit friendship showed to have an unexpected positive hash out effect on the kind between retrieving data and creativeness (=.202 signifi fundamentt a t level .05). However, the other aspects did not show signifi notifyt results.Chapter 1 Introduction and inquiry topic IntroductionThe secret to creativity is keen how to hide your resourcesAlbert EinsteinIn mold to be successful in the seminal industry, designers have to be able to deliver what is perceived to be creative. But what is creativity?Many questioners cogitate on the personalizedity move up defining creativity as a personality trait. Simonton (2003) suggestd that creativity has ternion essential components person, product and c atomic number 18 for. These components have to be interrelated in rig to recognize creativity. Koestler (1964) proposed that creativity involves a bisociative litigate- connecting two frames of reference to produce pertly insight or invention.Amabile et al (2005) mentioned that creative get alongance crumb be displaceed by the work milieu in every mount a school, a room, a design studio or organization. Amabile (1983) foc appl y on the process of creativity and identified that social and environ amiable influences atomic number 18 also of greatness in creative performance. She positive a framework, which describes the representation in which cognitive abilities personality characteristics and social factors might contri savee to the dissimilar stages of the creative process. Social networks argon numbern as to be one of these social factors.How does this work in the creative industry? Designers essential have all of the resources and assets available in regulate to succeed in todays passing competitive marketplace. But where do natural ideas keep an eye on from? And in what focus do these ideas affect creativity?Marlies Dekkers designs her collections based on a dissimilar concept than traditional underwear. Every collection is inspired by movies, art or literature. When she has a moment of inspiration, pull down if it is in the middle of the night, all the members of her designing team up receive a text message with her idea. They all discuss this idea the next morning.Rem Koolhaas has been successful architect for more than than twenty years. He celebrates the chance-like nature of city life the city is an addictive machine from where on that point is no escape. Another key theme in architectural design was introduced by Koolhaas. This notion the Program, involves an act to contribute to gentlemans gentleman activities.Over the past 15 years Viktor and Rolf have taken the personal manner world by storm with their stir upicular blend of cool chaff and sur literal beauty. They defecated The Ho purpose of Viktor Rolf that presents for each one of the designers signature pieces from 1992 to now, shown in a oddly commissioned and characteristically theatrical installation. They are most well- admitn for their grand and concept driven designs and for their conceptually driven fashion show presentations. Subjects of their work include their analysis of fashion and the fashion industry, the idea of the fashion designer as a story teller, transformation and illusions.Marlies Dekkers, Rem Koolhaas and Viktor Rolf are successful, but are inspired in diverse ways. It could be interesting to know in what way social family relationships affect creativity what kinds of relationships are soften of the process of generating ideas? Family, friends or peers? And within which background and with what nub are these ideas divided up, transferred or crapd?Perry- Smith and Shalley (2003) focused on the importance of generating creative ideas and tried to seek the association between the context of social relationships and individual creativity.They argued that informal relationships are more beneficial, in general, than formal relationships for creativity. Informal relationships are not specifically take as a part of the job. These relationships are more belike to add connections to multitude with diverse look outpoints and perspectives (Per ry-Smith, 2008). Informal ties ease the process of communication rather than formal ties.Conversations with others lowlife therefore not only be a source of ideas, but also a driving draw in behind creativity. Nonaka Toyama (2003) discuss the potential of these dialogues as they introduce the concept of Ba a context or place, which can transcend beyond boundaries to create intimacy. companionship creation hands as the actors synthesize silent and explicit experience in social plaza. Conversations can create forward-looking familiarity and stir creativity. Searching for schooling and getting inspired is essential during this process.A transactive storage dust (TMS) is a collective memory of who knows what. This is a shared system for encoding, storing and retrieving development (Wegner, 1986). The TMS is based on the idea that individual members can dispense as outside memory to others. Its value is determined by the willingness of members to search for the specifi c expertness. Members are able to benefit from each others knowledge and expertness if they develop a honest, shared encountering of who knows what in the sort out/unit. They are able to develop deep expertness in specialty areas and they can rely on other members to provide access to others specific knowledge (Lewis, 2003). Retrieving training is a valuable asset of a TMS individuals with specialized expertise can be found quickly. Designer creativity and the retrieval work of a TMS have not save been associated with each other connections to people who are creative or have specific expertise may jockstrap individuals be more creative (Perry-Smith, 2008).Therefore the subsequent doubt will be central in this researchWhat is the effect of the retrieval function of a transactive memory system on the creativity of fashion designers, architects and graphic designers in the Netherlands?The pas clock sub-questions can be derived How is a transactive memory system used to genera te new ideas? How is a transactive memory system used during the transfer of knowledge?1.1 Research ObjectiveThe objective of this research is to provide some new insights as to how the retrieval function of the transactive memory system (TMS) can have an impact on the creativity of designers.The heading of this research is to test theory and causal relations. The most appropriate research strategy will be the survey design since we are dealing with probabilistic hypotheses.The numbers of respondents to the survey in this research were 128.1.2 Thesis social systemThe next chapter will discuss the theoretical issues, namely the concept of creativity and the transactive memory system. Chapter 3 will justify the chosen research design and the analysis of the results. The general discussion, implications and recommendations will be exposit in Chapter 4. weaken I Chapter 2 Literature ReviewEverything you can imagine is realPablo PicassoThis chapter will discuss the relationship betwe en the retrieval function of the TMS and creativity as well as contrasting aspects that could obtain this relationship. The frontmost constituent will explain how retrieving information can play a business office during idea generation. The following part will discuss the cognitive elements that could impact this relationship much(prenominal) as absorptive capacity, skimning the milieu, the usage of demarcation objects and the agency of a shared context (ba). A conceptual personate will be presented at the end of this chapter, displaying the presumed relationships.IntroductionDesigners operate in a creative environment and are faces with innovative tasks. They should be able to identify trends and changes during idea generation. This phenomenon called environ psychological examine can be used to retrieve applicable information.Cohen and Levinthal (1990) argue that the readiness to exploit external knowledge is critical during the generation of ideas. They introduce the concept of absorptive capacity, which is the ability to take in and make use of new knowledge. In this way, retrieving information requires preceding related knowledge to assimilate this newly acquired information.Sharing information heart sharing knowledge. The context in which these interactions take place is crucial. experience is created by means of interaction among individuals or between individuals and their environment. Ba is the context shared by those who interact with each other (Nonaka Toyama, 2003). Thus, designers could retrieve relevant information when participating in a ba.To deliver creative products, designers need to be able to combine and integrate knowledge. They could face knowledge boundaries during interaction. Different enclosure objects can be used to manage knowledge across boundaries (Carlile, 2002).The first intemperatey that needs to be addressed is the way unalike images of ba, the environment and the usage of absorptive capacity are related to retrieving information.The second problem that needs to be addressed is how sharpness objects are being used dring the generation of ideas.The most common means of identifying creativity has been by means of its products. In architecture, music, writing, art and even scientific discovery the presence of a creative product is of importance (Akin Akin, 1998)Creativity is generally defined as the achievement of myth, useful ideas or problem closures. It refers to some(prenominal) the process of idea generation or problem solving and the genuine idea or solution (Amabile, 1983).Drawing on the assumption that newty is the distinguished feature of creative work, Simonton (1999) focused his theory on variation. In this theory, the process of variation primarily contributes to idea novelty it is guided by the existence of knowledge elements that are available for confederacy into new variations within the creators mind. jibe to Simonton (1999), the initial excerption of idea s goes on within the mind of the individual creator, with a process of testing them against relevant criteria for novelty. Once an idea has been selected by the creator, developed, and exitd, there is a great deal a second selection process by relevant individuals in a social group or community. In Simontons view, creativity seems in large part on novelty, and because novelty is largely a function of cognitive variation, interacting with other individuals is in all likelihood to increase the probability of creativity.Creativity is a choice made by an individual to engage in producing novel ideas the level of engagement can vary from military position to situation. In this thesis creativity is defined as thinking outside of general frames of reference that leads to generation of novel ideas, solution to problems, or innovations (Akin Akin, 1998).In order to create a new product, diverse ideas become available from past experiences. In this way, individuals enrich their own kn owledge domain with other knowledgeable persons who assistant them to retrieve and apply knowledge components during idea generation (Taylor Greve, 2006).This means as a conclusion that individual creativity and the ability to deliver innovations depend on interactions in social systems (Amabile, 1996). Relevant ideas can be generated through communication and through the retrieval information from external sources. External knowledge and the reading of the environment can be such sources.2.1 Transactive memory system creativityCreativity does not just play a role in arts, invention and innovation it also is a part of our frequent life (Runco, 2004). He defines creative thinking in legal injury of cognitive processes that lead to an original and adaptive insight, idea or solution. What is unique around this definition is the reliance on cognitive processes. This definition assumes that all creative work requires some cognition and that everything we do requires information a ffect. Creative ideas generated from ones cognitive processes are influenced by the individuals personal experiences. A combination of individual and others knowledge is an ideal means to obtain information and be creative. Strategic centering researchers have proposed a knowledge processing view of the firm that emphasizes the importance of social interaction as the process through which knowledge is created and transferred in organizations (Kogut Zander, 1992 Nonaka, 1994).Nanaka Takeuchi (1995) argue that knowledge consists of soundless and explicit dimensions. Explicit knowledge is that which can be expressed in words and numbers. It is easily communicated and shared in the form of hard data, codified procedures or universal principles. In contrast, understood knowledge is highly personal, difficult to formalize and consist of subjective insights intuitions and hunches (Davenport Prusak, 1998 Alavi Leidner, 2001). These forms of knowledge are mutually dependent and have qu alities that reinforce each other. It is via the process of continual interaction between tacit and explicit knowledge that new knowledge is created. Nonaka Toyama (2003) argue that knowledge creation starts with socialization, which is the process of converting new tacit knowledge through shared experiences in day-to-day social interaction.A transactive memory system (TMS)has been defined as a combination of an individuals knowledge and a shared awareness of who knows what (Wegner, 1986). This represents a divided up into portions type of knowledge sharing. TMS was initially proposed to explain the knowledge residing amongst intimate couples and family members when they are able to bring together disparate knowledge to solve a problem. This means even though the solution to any issue at lead may not be readily available, family members do know how to come together and develop a response. Wegner (1986) explains that members are able to benefit from each others knowledge and expert ise if they develop a true(p), shared consciousness of who knows what in the unit/group. TMS is built on the distinction between internal and external memory encoding. Often, individuals encode new (tacit) knowledge internally, in their own memory. However, even more often individuals encode or use knowledge encoded externally. check to Wegner (1986) a TMS can be explained as a set of individual memory systems in combination with the communication that takes place between individuals. He argues that an individuals memory system becomes connected with those of other individuals involving three stagesDirectory updating. Directory updating or expertise recognition is the process by which team members learn which topics others know without tuition the actual information within each topic. Furthermore, members come to understand their own areas of expertise within the team talk to allocate information. conversation to allocate information is characterized by a team member using his o r her directory of expertise to forward new information outside of his or her domain(s) of expertise (Anand et al 1998).Communication to retrieve information. Although it is important to possess relevant knowledge, the knowledge must also be utilized to be successful. Communication to retrieve information is the process by which individuals seek specialized information from the teams domain expert to help in task completion when their personal knowledge bases are insufficient.A transactive memory system will be most effective when knowledge assignments are based on the members actual ability, when there is a shared understanding between the members and when members fulfill expectations (Brandon Hollingshead, 2004).This research focuses on the process to retrieve information for it is in the retrieval process where usefulness and efficiency of a TMS can be achieved (Wegner et al 1985). This retrieval process could result in the creation of new knowledge. The creation of new knowledg e leads us to creativity. Creativity could be seen as a mental event by which an actor intentionally goes beyond his or her forward experiences in order to gain novel and appropriate outcomes the TMS can help individuals to achieve these outcomes (Pandza Thorpe, 2009).Transactive retrieval requires determining the location of information and sometimes entails the combination or interplay of items coming from multiple locations. This process begins when the person who holds an item internally is not the one who is asked to retrieve it. In transactive memory this can occur when individuals respond to a particular information label and one group member retrieves one item whereas a second member retrieves something kinda different. In their discussion it could be determined that two items add up to yet a third idea. These so-called external components of information are not personally known but can be retrieved when required (Anand et al, 1998). If we ask a question to a person who i s a well-integrated part of a transactive memory network, this person is often able to answer (after consulting with other network members, of course) with information well beyond his or her internal storage. When team members decent identify the experts and delegate tasks based on an individual members expertise, they perform better (Hollingshead, 2000). Brandon and Hollingshead (2004) argue that representation of tasks is critical to the structure of the TMS the features of tasks are enter in the transactive memory process.In this way, team performance in terms of creativity may depend on whether the group can correctly recognize and utilize the knowledge of its members (Brandon Hollingshead, 2004). The interaction of different perspectives enabled by a TMS is a large contributor to the discovery of insight and the creation of knowledge (Jehn et al, 1999 Nonaka Takeuchi, 1995 Nonaka Toyama, 2001).As individuals will retrieve relevant information via a TMS, it is equiprobable designers will discover new knowledge and improve creativity. Thus, the following possibleness is definedH1 The usage of the retrieval function of the transactive memory system is plausibly to contribute to creativity2.2 Interpretation and creatingAs mentioned in the previous paragraph, creativity is concerned with generating novel outcomes (Pandza Thorpe, 2009).Creativity is defined as the production of novel ideas that are useful and appropriate to a given situation (Amabile, 1983). cognitive ports are recognized as core characteristics of individual creativity. Cognitive style is a persons preferred way of gathering, processing and evaluating information. It influences how people scan their environment for information, how they organize and interpret this information and how they integrate their interpretations that guide their actions (Amabile, 1988 Woodman et al., 1993).According to Miliken (1990), action involves a response based on scanning and interpretation of informat ion. Choo (1996) argues that the principal information process is the interpretation of news and messages rough the environment. Individuals must determine what information is significant and should be attended to. Interpretation involves the knowledge of ways of comprehending information the fitting of information into some structure for understanding action (Thomas et al, 1993). Interpretation of the environment also requires identifying threats and opportunities (Miliken, 1990) which requires designers to assess the meaning and import of each trend, change and event they noticed during the scanning phase.During this phase information is gathered. If one has access to more information, it is also important to select information that is useful to interpret issues (Thomas et al, 1993). Another purpose of scanning is identifying the key trends, changes and events in an environment that might affect performance (Miliken, 1990).Monitoring and analyzing the environment enhances the a bility to enter new knowledge domains. Information slightly the environment can be gathered through different channels, such as personal relationships with peers (Danneels, 2008). Daft and Lengel (1986) explain that the interpretation of the environment is the source of information processing. Cohen and Levinthal (1990) argue that the ability to recognize the value of new information using anterior knowledge is critical to innovative capabilities. This phenomenon, called absorptive capacity is used to give rise to creativity using prior knowledge to assimilate and use new knowledge. An amount of absorptive capacity is needed to increase both the ability to acquire new knowledge and the ability to retrieve and use it (Cohen Levinthal, 1990).As mentioned in the previous paragraph, the retrieving function of the transactive memory system could be used to acquire new data, which is combined with the creation of new interpretations about the environment, which in turn can reduce the u ncertainty about the environment. victorious the importance of the ability to interact in different contexts, scanning the environment could put some people in more advantageous positions than others to be creative. Some persons are considered to have contacts with individuals in other fields of expertise who may possess or develop knowledge that can have an impact on their current work. Creative individuals who interact with other designers and are aware of trends could be considered to achieve more creative ideas. Individuals can scan the environment and benefit from this novel information flow. TMS can increase this learning process and can act as an interactive mechanism (Austin, 2003). A certain amount of absorptive capacity and environmental scanning could affect the relationship between the retrieval function of the TMS and creativity. Therefore the following hypotheses are definedH2 high levels of absorptive capacity will moderate the relationship between the retrieval func tion of the TMS and creativity, such that retrieval is more likely to have a positive relationship with creativityH3 environmental scanning will moderate the relationship between the retrieval function of the TMS and creativity, such that retrieval is more likely to have a positive relationship with creativity2.3 Boundary objectsInteracting to develop a shared understanding can be done using language and other symbols.Individuals articulate what they intuitively know through dialogue and discourse (Choo, 1996). Texts are a pastiche of forms including written documents, verbal reports, art work, spoken words, pictures, symbols, buildings and other artifacts (Philip et al, 2004). Carlile (2002) define these objects as bounds objects. The notion of frontier objects was first introduced by Star and Griesemer (1989), who described the attributes of boundary objects that enable them to serve as translation devices they have different meanings in different social worlds but their struct ure is common profuse to more than one world to make them recognizable and function as a means of translation. Boundary objects can adapt to different context simultaneously while maintaining a common identity across all context, allowing each group to decontextualize its knowledge for use in common space and recontextualize it for use in its own practice (Bowker and Star, 1999). Boundary objects are enabled via ingoing transactions but also enable interaction. Carlile (2002) distinguishes among different types of boundaries- syntactic, semantic and pragmatic- that require different types of boundary objectsRepositories supply a common reference point of data, measures or labels across functions that provide shared definitions and values for solving problems. This object establishes a shared syntax or language for individuals to represent their knowledge.Standardized forms and methods provide a shared format for solving problems across different structural settings. These objects provide a concrete means for individuals to specify and learn about their differences and dependencies across a given boundary.Objects, models and maps are simple but composite plant representations that can be observed and then used across different functional settings. These objects facilitate a process where individuals can jointly transform their knowledge.A syntactical approach is based on the existence of a shared and sufficient syntax at a given boundary. A common syntax or language is shared between the sender and receiver. consolidation devices are processing tools (repositories) and integration is accomplished through processing information. When novelty arises, the sufficiency of the syntax is in question and another boundary is faced. A semantic approach recognizes that there are always differences in kind and the emergence of novelty is a natural outcome in settings where innovation is required. Integrating devices are seen as processes or methods for translating and learning about differences at a boundary, but when negative consequences are faced, another boundary arises.A pragmatic approach recognizes that knowledge is localized, embedded and invested in practice. This view highlights the negative consequences that can arise given the differences at a boundary. Integrating devices (objects, models and maps) are used to create new knowledge. Sketches can be seen as a pragmatic boundary object during idea generation. In order to move beyond a knowledge barrier, designers can use sketches to communicate and explain their ideas to others.Individuals must be able to alter the content of a boundary object to apply what they know (Carlile, 2002). As novelty of the situation increases, this study argues that designers, who face more pragmatic boundaries, will need boundary objects to see consequences of social interactions with others. In the engineering industry, all the information is expresses in a common framework using 3-D design so that everyo ne concerned with the project can quickly respond to each other (Baba Nobeoka, 1998). Visual tools, such as sketches, facilitate the processing of novel information and may lead to a faster understanding (Feiereisen et al, 2008). Thus the following hypothesis is developedH4 the usage of pragmatic boundary objects will moderate the relationship between the retrieval function of the TMS and creativity, such that retrieval is more likely to have a positive relationship with creativity2.4 Knowledge through baInformation becomes knowledge if it is given meaning through interpretation and interaction.Knowledge exchange cannot simply be a way out of transferring it across groups engaged in different practices knowledge must be transformed through decontextualization and recontextualization (Spender, 1996)Tsoukas (2002) argues that these mechanisms to interact can be used to count on and guide behavior. These tools can enable a skilled user to get things done and need to become instrumen ts through which we act- of which we are subsidiarily aware- not objects of attention. Objects can be used to ease the transfer of tacit knowledge, since this knowledge is not visible. Tacit knowledge is highly personal and hard to formalize, making it difficult to communicate or share with others. Whereas explicit knowledge can be expressed in words and numbers and shared in the form of data (Nonaka et al, 2000). The most explicit kind of knowledge is underlain by tacit knowledge (Tsoukas, 2002).Although the tacit knowledge of each individual is personal and unique, it can be absorbed by others through social relationships and collaboration (Mascitelli, 2000).Nonaka (1994) introduced the concept of ba to be specific to knowledge creation in order to include these concept-specific items. According to him, ba can be thought of as a shared space for emerging relationships. This space can be physical (e.g an office), virtual (email, teleconference), mental (shared experiences, ideas) o r any combination of them. What differentiates ba from ordinary human interaction is the concept of knowledge creation. According to Nonaka et al (2000), ba provides a platform for advancing individual and collective knowledge. Knowledge is embedded in ba where it is then acquired through ones own experience or reflections on the experience of others (Nonaka et al. 2000). An environment is created, whether physical or virtual, that lends itself to the creation and sharing of knowledge. It can emerge in individuals as well as in teams and is an existential place where participants share their contexts and create new meanings through interactions (Nonaka Toyama, 2003).Participants of ba bring in their own contexts and through interactions with others and the environment, the contexts of ba, participants and the environment, change. A good ba needs participants with multiple contexts and yet a shared context is necessary for a ba to exist (Nonaka et al, 2000). It sets a boundary for i nteractions among individuals and yet the boundary is open. It is not bound to a certain space or time (Nonaka and Toyama, 2003).When participating in a ba, it is important that these individuals share time and space through their direct experience.As mentioned before a good ba can provide a platform for advancing individual and/or collective knowledge ( Nonaka et al, 2000).A TMS can be seen as a combination of knowledge possessed by individuals and focuses on the use of goods and services of expertise (Hollingshead, 2000 Lewis, 2003 Wegner, 1986).This expertise could be gathered by the retrieval function of the TMS, creating a ba, where during interaction, new insights and new knowledge can be developed and in turn, could enhance creativity.An originationg ba, a dialoguing ba, a systemizing ba and an exercising ba support a particular knowledge conversion process and there by ba speeds up the process of knowledge creation2.4.1 Originating baAn originating ba takes place in a world where individuals share feelings, emotions, experiences and mental models. An individual sympathizes or further empathizes with others, removing the barriers between the self and others. It is the primary ba from which the knowledge creation process begins