Research Proposal Essay Example | Topics and Well Written Essays - 1500 words - 3

Research Proposal - Essay Example All the countries round the world are concerned about the carbon footprints and its effects. The developed countries have already taken various measures and adopted policies under the Kyoto Protocol. The other developing countries are taking steps towards reduction of greenhouse effect but none of them have accepted the international legal bindings to do so (Ackerstein, and Katherine, 2007; Ginsburg, and Bloom, 2004). This study would be focusing on green marketing, which would not only include the corporate strategies of the multinationals towards manufacturing and selling their products in an eco-friendly manner, but also analyze the other functions of the companies, which also depict their eco-friendly initiatives such as adoption of green accounting, and eco-friendly promotional strategies. Few well-known multinational companies would be chosen to discuss their green strategic framework within which environment friendly production, operation, promotion, supply chain, and even fin ancial practices would be comprehensively discussed. 1.2 Research Objectives The aim of this research study is to scrutinize the eco-friendly marketing strategies that are adopted by the multinational companies. The major objectives would be to recognize the green or eco-friendly strategic framework of few multinational companies, and evaluate the benefits that these companies enjoy for such an initiative. 1.3 Research Questions The research questions have been formulated in line with the aims and objectives of this research study. They are stated below: Q1: How does the multinational companies segment their target market on the basis of customers; preference for green marketing or products? Q2: What prerequisites are considered for selecting green marketing strategies in these companies? Q3: How does the marketing mix change when the company chooses to shift towards green marketing? Q4: What benefits or advantages companies enjoys after adopting eco-friendly strategies? Q5: How doe s green accounting benefit multinational companies? Chapter II: LITERATURE REVIEW Literature review assist in evaluation of scientific theories and literature that has been identified through research. These are information available through existing database on green marketing and related strategies adopted by the companies in the past and also during the present business environment. These information or data in turn also assist in laying foundation for further research studies. Ginsberg and Bloom (2004), stated in order to proceed with conducting a research on the stated research question, firstly, a rich understanding on green marketing and the preferences of the customers for it, has to be gained. Various research studies show that in order to identify the target market in this case, there is requirement for customers’ tendency towards green marketing (Fuller, 1999; Coddington, 1993). There is no fixed green marketing strategy on the basis of which all the companies desi gn their strategic framework. It depends on the aims, objectives, mission, and vision of the company (Polonsky and Charter, 1999). The consumption of energy and change in climate are closely related. Multinationals

Report Essay Example | Topics and Well Written Essays - 1000 words - 7

Report - Essay Example The proposal addresses the need to support education and recommends way in which the company can be involved in the education sector without affecting the profitability of the company. Table of Contents Transmittal 2 Table of Contents 3 Executive summary 4 Introduction 5 Problem statement 5 Methodology 6 Findings 6 Analysis 7 Conclusion 7 Reference 9 Executive summary KMPG is an international organization that needs to develop a global appeal. Global appeal will ensure the development of positivity towards the company. The company operates in many countries making it effective and creates the need for fully trained locals to handle its operations. The company can offer scholarships to international students which is an integral in the development of highly effective workforce. However, the demand for scholarship has been high especially for international students. The criteria of acceptance must be based on performance, integrity and character. The evaluation of the needy students an d linking them with the company after the study can ensure that the financial approach used in the sponsoring the student can be recouped by tying them to the company for one year after graduation. Therefore, by offering internships and scholarships the company can improve its reputation as a company and develop talents and workforce in the society. The beauty of the scholarships is they offer long lasting impression on the society (Legge, 2005, p. 134). Introduction From the past trends, the companies offering scholarships have experienced growth in their operations and brand strength. For KMPG, involvement in labor and skill development will facilitate global appeal and encourage interested students and graduates to pursue employment in the company. Good brands encourage employee development and facilitate skills and professional development (Fisher, 2000, p. 67). The company must get involved in sponsoring students especially from the international community to ensure that succes s is achieved in the countries of operation. It is advisable for the company to engage in skill and professional development because of the beauty associated with the corporate social responsibility. The company’s image will be greatly improved in the development of the scholarship program which is vital in supporting international students in the learning process. The development of the financial support for education is vital in the society because it facilitates improvement of education in the country. However, several scholarship programs employ the use of diverse evaluation to identify the needy students in the society which makes the whole process complex and may lock out some needy students. Therefore, the methodology used to identify the needy students must be effective and transparent. Problem statement The financing of graduate education by KMPG can facilitate increased education access for graduate program and reduce the over reliance on the established scholarship programs. However, the selection and financing of the students can be a major challenge. Methodology The method employed in data collection is analysis of the current performance of the various institutions engaging in the education financing especially in the developmen

Henry Fayol Theory of Management Essay Example for Free

Henry Fayol Theory of Management Essay DEFINITION OF PUBLIC SPHERE THEORY In rhetoric, the places were citizens exchange ideas, information, attitude and opinions. The concept of Habermas public sphere is a metaphorical term used to describe the virtual space where people can interact through the world wide web, for instance is not actually a web, cyberspace is not a space, and so with the public sphere. It’s the virtual space where the citizens of a country exchange ideas and discuss issues in order to reach agreement about ‘matters of general interest’(Jurgen, Habermas 1997:105) HISTORY OF JURGEN HABERMAS Jurgen Habermas was born in Dusseldorf, Garmany in 1929, he had served in the Hilter youth and had been sent to them. The western front during the final months of the war.  Habermas entrance onto the intellectual scence began in 1950s with an influential critique of Martin Heideggers philosophy.  He studied philosophy at universities of Gottingen and Bonn, which he followed with studies in philosophy and sociology at the institute of social research under Maz Horkheimer and Theoder Adono. In the 1960s and 70s he target at the university of Heidelberg and Frankfurt am main. He then  accepted a directorship at the Max Pianck institution in stamberg in 1971. In 1980 he won prize and two years later he took a professorship at the university of Frankfurt, remaining there until his retirement in 1994. Habermas on the public sphere, he means first at al a dominant of our social life in which something coming out in which public opinion can be formed. The right is guaranteed to all citizen. A position of the public sphere comes in being in every conversation in which private individuals assemble to form a public body. Citizens behave as a public body when they confer in an unrestricted fashion †¦ i.e, with the guarantee of freedom of assembly and association and the freedom to express and publish their opinions†¦ about matters of general interest. The contemporary publics sphere is characterized according to Habermas. By the weathering of its critical roles and capacities. In the past publicity was used to subject people or the present political decisions to the public. Today the public sphere is recruited for the use of hidden policies by interest groups. For Habermas, the principles of the public sphere are weakening in the 20th century. The public is no longer made out of masses of individuals but of organized people that institutionally exerting their influence on the public sphere and debate. Habermas introduces the concepts of â€Å"communicative power† as the key normative resources for countering the norn-free steering media of money and administrative power. Linking †˜communication’ with ‘power’ already suggests a mix of the normative resources of communicative action with the impersonal force of power. Is such a conceptual mix stable? As the source for democratic legitimation of the use of state power, communicative power is a central notion in Habermas’s democratic theory. Although, in the medium of in restricted communication†¦ new problem situation can be perceived more sensitively, discourses aimed at achieving self-understanding can be conducted more widely and expressively, collective identities and need interpretations can be articulated with fewer compulsions then is the case in procedurally regulated public sphere. HOW HABERMAS ANALYSIS PUBLIC COMMUNICATION Habermas analysis public communication in medieval times there existed no separation or distinction between private and public sphere, dure to the class pyramid of the feudal system. This system for Habermas positioned greater power at every level and to this day conventions regarding the ruler persisted, with political authority retained by the highest level. Rulers saw the state and not as representatives of the state – meaning that they represent their power to the people and not for the people. According to Habermas, by the late 18th century feudal institutions were finally disappearing along with church’s rule, making way to public power which was given autonomy. Rulers become public entities and professionalism bore the first signs of the bourgeois which become autonomous in relation to the government. Representational publicity was pushed over by a public force that formed around national and territorial sentiment and individual struggling with public power found themselves outside its collective power. The term â€Å"public† did not refer to the representation of a man with authority, but rather became the legitimate power of exercising power. The public sphere, according to Habermas, was the final stage of these developments. HOW IMPORTANT HARBERMAS THEORY Solutions can be raised and tested for potential objections without the pressure to put ‘opinion’ immediately in practice. Uncoupling communicated opinions from concrete practical obligations tends to have an intellectualizing effect. Furthermore, a great deal of political communication that does not immediately call for political action is certainly crucial to the political discourse a robust, democratic society. Free sphere plays an essential role in the political process as a cooperative search for truth. We should not be misled into thinking that the public sphere amounts to nothing more than a public arena in which people talk about politics. Nor does the public sphere have merely instrumental value for bringing ‘relevant information’ into political process. The public sphere is a normative  concept that plays a key role in the process that culminates in legitimate political decisions. According to Habermas, institutionalized democratic lawmaking and judicial review alone are insufficient to confer democratic legitimacy. Alone with legislative decisions, judicial and administrative decision are only ensured legitimacy through the normative reasons generated by an un-subverted public sphere. Otherwise, political decisions are dedicated by the power struggles within the political system and not by citizens themselves who, as the addresses of the law, are the ones affected. Without robust political public sphere, there is little check on the administrative power that dictates the flow of communication and power within the political system and the citizenry. Thus, the public sphere theory is more inanely an arena for talking politics. It is the primary site for detecting problems, for generating radical democratic infuses, and for the deliberation of citizens, all of which are necessary for democratic legitimacy. In the following, I distinguish the important normative aspects of the informal public sphere theory. 1. Its communicative and organizational structure 2. The capacities required to meet its deliberate role within a deliberative politics and 3. The qualified out comes or effects generated by the public sphere. This last aspect will lead into the discussion of crucial role of communicative power.

Vitabiotics Marketing Analysis And Future Strategy Marketing Essay

Vitabiotics Marketing Analysis And Future Strategy Marketing Essay Vitabiotics LTD is a UK-founded but globally prominent nutraceutical corporation and describes its business as nutrient-technology based healthcare. The first product to market was a mouth ulcer treatment called Oralcer in 1971 followed later that year by Omega-H, a multivitamin which has since seen huge success in various countries worldwide, often becoming the number 1 selling nutritional supplement. Since then, Vitabiotics invested heavily in research and development and began to increase their product range, creating international manufacturing facilities and landing increased distribution into large UK retailers such as Boots, Superdrug and several of the largest supermarkets. During this expansion Vitabiotics gained UK brand leader status with various products (Pregnacare, Menopace, Perfectil, Osteocare) and now export to over 100 countries. At the current day, Vitabiotics is the second largest branded multivitamin manufacturer (behind Seven Seas) and has a very wide product ra nge: Aquamarine Cardioace Diabetone Dietrim Feroglobin Goldcare Immunace Jointace Liverel Menopace Nerozan Omega-H3 Osteocare Perfectil Premence Pregnacare Tricologic Ultra-D3 Visionace Wellkid WellTeen Wellman Wellwoman (For the full list of products within each of these categories see appendix 1) The fundamental factor behind Vitabiotics success to date has been effective research and development of new products to remain at the forefront of new scientific developments in vitamins and nutrients with respect to health. In the past 30 years, the supplements market increased massively in accordance with the increase in the health food market and the populations increase in disposable income to spend on daily health products. The multivitamin market quickly become very competitive which induced the development of a myriad of more specific supplements by Vitabiotics, most of which were more expensive than the generic multivitamin. These specific supplements were developed on the basis of scientific research and the speed at which the science was developed into useable, marketable products was reflected in terms of growth, profits, brand awareness and brand loyalty. It is often the case that businesses are built upon an idea or a new product/service without the thought and investme nt into creating a brand. In these cases, the product/service can often be replicated or a similar service can be created, thus taking custom away from the original idea. The creation of a brand along with the product/service can protect their future by creating loyal customers. In addition to the brand creation, especially in the health/supplements markets, innovation and new product development is needed in order to keep or increase any market share. Vitabiotics have succeeded in this, both in the development of new products by being at the forefront of scientific research and in brand creation, which are the primary factors behind its exports expansion and its brand UK brand leader status in many of its products. Current SWOT analysis Creating a SWOT analysis is an effective way to assess a companies current market position along with its future prospects, the table below gives a summary SWOT and a much more detailed discussion and analysis follows; Strengths Weaknesses Continued growth during economic difficulties Strong brand image several recent awards Lack of knowledge towards supplements Opportunities Threats Emerging markets in developing countries Diversification into a broader product base health foods and beauty products Recent Product recall could damage brand image A change in consumer behaviour towards eating healthy foods as opposed to taking supplements could erode Vitabiotics growth Strengths Despite a 16% drop in single and multivitamin sales in the UK between 2004-2009 (Mintel), Vitabiotics continue to show growth and therefore future promise; this is in-part due to the expansion and diversification of its product base. Also, its expansion into over 100 countries has shown that globalisation of the brand is not only possible, but is currently being achieved. Another strength is Vitabiotics positive brand image with consumers, this is shown not only in increased sales but also in the recent awards that It has won; Boots Vitamin supplier of the year (for the fourth year running) Boots are the largest European pharmacy chain and this award is often advertised within Boots stores. When customers see an award from a very trusted and successful business such as Boots, this strongly encourages brand trust and greatly reinforces the brand image. BT Vision 100 award Given to the most visionary companies. This further establishes the image of Vitabiotics as a strong British company, a factor which consumers will most likely find appealing. The Queens award for enterprise. Prestigious export award Weaknesses The general consumer still has a lack of knowledge about supplements and it is very difficult to communicate benefits underpinned by science. Also, despite Vitabiotics relative success during the current worldwide economic crises, it isnt going to be ending soon and consumers are getting more conservative with their spending. Opportunities Vitabiotics have recently opened headquarters in Egypt, USA, Iran and Russia (ref) to complement the globalisation strategy. This will allow for greater expansion and possibly increased market share within the respective regions as it will enable more specific and coherent marketing strategies depending upon the region. Even though exports are currently to over 100 countries, there is still much opportunity in emerging markets as consumers have more money to spend on health related products. Threats A very recent FSA (food standards agency) recall of 9 different batches of products in the UK will damage both UK profits and may damage the brand image Vitabiotics have worked so hard to achieve, however this was only due to a labelling issue but any negative media needs to be handled appropriately. Another threat is regarding consumer opinion and behaviour towards taking supplements and multi-vitamins wherein there is an increasing preference towards eating healthy foods as opposed to taking pills. Perceptual Map Below is a simple perceptual map describing Vitabiotics current product diversity and market positioning, the first diagram shows a selection of its products, and places them on the map relative to the particular market segment that they occupy. The promotion strategies of the specific products are also segregated and tailored to where these fall on the map; Omega-H3 promotion spending has reduced drastically and the specific Wellman/teen/kid/woman multivitamins have all received lots of investments, with promotion in gender specific magazines. Perfectil, a skincare multivitamin is advertised separately in more beauty-orientated media. The second diagram represents Vitabiotics product diversification strategy which is reacting to current consumer trends, products are moving away from traditional multivitamins and towards the beauty, specific and medicinal markets. Despite the diversification, segregation and separate promotion strategies, product branding remains similar and noticeable to reinforce the Vitabiotics image: A consumer can easily associate any of the Vitabiotics products with each other. In addition the ecommerce store that Vitabiotics have launched brings these products together excellently, to give the consumer a broad choice when selecting what product is right for them. Future strategy and recommendations For Vitabiotics to continue to grow and attempt to gain more market share from seven seas and chainstore-branded products

Process Of Law (short) :: essays research papers

Process of Law   Ã‚  Ã‚  Ã‚  Ã‚  A law trial begins when a party brings suit against another party, or several parties. A request for jurors is sent out, and a list of possible jurors is created. The defendant(s) for both parties may now filter out jurors through the list, in two different ways.   Ã‚  Ã‚  Ã‚  Ã‚  The first, For Cause, means a juror is dismissed because they are or were employed by or related to one of the parties. If reasonable legal reason exists, there is no limit to how many times a For Cause challenge can occur.   Ã‚  Ã‚  Ã‚  Ã‚  The second type of challenge a lawyer can make is called a Peremptory challenge. Each party is allowed a certain number of challenges that dont require a reason.   Ã‚  Ã‚  Ã‚  Ã‚  After the jury is selected (6 or more in Circuit Court civil cases and Probate cases, 12 or more in Circuit Court criminal cases), the trial convenes and the opening statements of the defendants is heard. The opening statement is typically used to show what their party claims, and outlines what evidence is going to be used in the trial.   Ã‚  Ã‚  Ã‚  Ã‚   After both opening statements are heard, the evidence is presented to the court. Evidence can be a document, or a photo, or some other physical object. The major form of evidence is testimony, which is made by the witnesses. Some evidence can be restricted from being introduced if it prolongs the trial too much, or is not completely believable.   Ã‚  Ã‚  Ã‚  Ã‚  Once all the evidence has been presented, and all witnesses heard, the closing arguments are heard from the defendants of both parties. This basically outlines and underlines the evidence and the testimony.   Ã‚  Ã‚  Ã‚  Ã‚  The jurors then retire to the jury room to discuss the case.

Is Development Methodologies In Financial :: essays research papers

Introduction & Overview of the Company Marks and Spencers is a large UK based retailer with 683 branches in 2 continents. Following the deregulation of the UK financial sector in the mid eighties the company decided to use its experience, capital, and brand power to branch into the lucrative financial services industry offering personal loans, life insurance & pensions, and savings & investments services such as Unit Trusts and ISAs through the company Marks and Spencers Financial Services. Financial Services is now one of the fastest expanding areas of Marks & Spencers, MSFS employs more than 1,400 staff at its purpose built headquarters in Chester, and has dedicated financial services areas in 70 M&S stores across the country. The Information Systems department has 50 employees who come from analysis, design, & programming backgrounds, much of which has been gained with Marks & Spencers plc. The majority of these employees are based in the Chester head office, and systems are developed ‘in-house’. IS project s under development include the introduction of Individual Savings Accounts, with other likely future projects including telephone banking, credit cards, and auto/property insurance. The fact that MSFS has entered the Financial Services Sector comparatively recently and with a established IS knowledge base from the parent company has meant that existing information systems have been well developed in terms of technology and are compliant with the latest industry regulations. Therefore there is little or no need for redevelopment of existing systems in the short to medium term, and the ISD focus is almost exclusively on new market areas requiring Information Systems that can be started from scratch. The main exceptions to this are the possibility of introducing data warehousing to tap the potential of both MSFS’ and the parent company’s client database to better target MSFS customers, and the need to adapt existing systems for the introduction of the Euro, projects which will involve redesign of existing data stores and software. The company has grown very quickly, and IS projects have consequently grown considerably as can be seen by the size of the IT department. While there are still small to medium sized projects, some that are currently being considered will be on quite a large scale with several senior analysts working on each project. These projects are anticipated to require an IT department expansion of 50% over the next two years. Although MSFS’ IS projects share certain common characteristics in terms of their requirements, such as the need for a common ISD structure across projects, they vary considerably in size and strategic importance, with future developments looking likely expand those differences.

Different Styles of Imitation Essay

In The Transmission of Knowledge by Juan Luis Vives, Vives describes his idea of proper imitation. His basic theory is that people are not innately born with skills of art or rhetoric and therefore, these skills are obtained through the imitation of other skilled artists or rhetoricians. This idea is parallel to those of Petrarch and Alberti. Petrarch and Vives both say that proper imitation should be analogous to the way a son resembles his father. Vives says â€Å"A son is said to be like his father, not so much in that he recalls his features, his face and form, but because shows to us his father’s manners, his disposition, his talk, his gait, his movements, and as it were his very life, which issues forth in his actions as he goes abroad, from the inner seat of the spirit, and shows his real self to us.† (190) Petrarch says, similarly, â€Å"As soon as we see the son, he recalls the father to us, although if we should measure every feature we should find them all different.†(199) The father to son resemblance is the basis of imitation to both these authors. They both believe that a good writer should use imitation in a way where what they imitate resembles the original, but does it not duplicate it. For Petrarch and Vives, this can be achieved by properly integrating reading with writing. They both believe that by reading something and being able to digest it thoroughly, one can transport the overall idea and feeling of what he read onto his own writing. This creates a deep imitation, rather than copying what a writer says in different words. Both authors use the father to son metaphor to show that imitation should be meaningful and evocative. Petrarch supplements this idea by claiming that reading should be an alterative to experience. As one would in a sense â€Å"experience† the father through the son, one should similarly be able to experience the author a writer imitates. To illustrate this he referrers to â€Å"wandering† and â€Å"transport† throughout his works. Specifically, Petrarch interchanges writing with experience when he describes climbing Mont Ventroux. He says â€Å"But nature is not overcome by a man’s devices; a corporeal thing cannot reach the heights by descending† and, further, â€Å"there I leaped in my winged thought from things corporeal to what is incorporeal and addressed myself in words like these†¦Ã¢â‚¬  (39) The physical and spiritual are linked so closely together that they transport and overlap one another. According to Petrarch, characteristics like this are traits of a good imitator. Vives also relates to the kind of imitation which interchanges the bodily action with spiritual. He describes an oration, which links actions with rhetoric. He says â€Å"But these modern imitators regard not so much the mind of the orator in his expression, as the outward appearance of his words and the external for of his style.† (191) Both writers believe that by interchanging techne which psyche, one can properly imitate and transcend a deeper significance of what the writer is imitating. Although Petrarch and Vives share similar ideas, they also hold a contradictory belief: Petrarch only imitates Cicero, while Vives believes that one should imitate several models to create a single work. Although Vives clearly states that Cicero is the best model for writing in the conversational style: â€Å"Caesar and Epistles of Cicero will come into the first rank of conversational style,† (192) he also states that one should comprise writing by mimicking several writers: â€Å"The more models we have and the less likeness there is between them, the greater is the progress of eloquence.† (190) Foremost, Petrarch is not writing in the conversational style, instead he using the plain style. Therefore, he should mimic another writer from the list Vives has specified. Also, Petrarch is only interested in imitating one writer, Cicero. He defends the Ciceronian tradition by writing only in Cicero’s style. For this reason, Petrarch does not read other writers, like Dante, because he is afraid that he will become the product of what he reads, ideas and style. Instead he immerses himself in Cicero’s style by reading his work in such depth that he essentially writes in Cicero’s style without knowing he is doing so. Vives respects Cicero’s work, but he does not believe that Cicero is the best writer. Other than Vives’ belief that Petrarch should have imitated several conversationalists, Vives also states that â€Å"imitation of Cicero’s work is useful and safe, but not of his style; for if anyone cannot achieve success in the attempt he will degenerate into redundant, nerveless, vulgar and plebeian kind of writer.† (191) Therefore, the difference between Vives and Petrarch is that Vives believes that one should imitate several writers and that Cicero is not the best writer. Further, he offers a list of writers which should be imitated when trying to achieve a certain style. Petrarch, on the other hand, writes in Cicero’s style and believes that Cicero should be imitated while engaging in every kind of writing. Alberti was an author who was more like Vives in this sense. He also believed that one should embrace all the things which would make something beautiful into one. For example, he says that all arts are linked to painting somehow, and that all arts take from incorporate the skills associated with painting into their works: â€Å"The architect, if I am not mistaken, takes from the painter architraves, bases, capitals, columns, faà ¯Ã‚ ¿Ã‚ ½ades and other similar things. All the smiths, sculptors, shops and guilds are governed by the rules and art of the painter. It is scarcely possible to find any superior art which is not concerned with painting. so that whatever beauty is found can be said to be born of painting .†(Book II) Furthermore, it was important to Alberti to imitate the laws of nature, rather than nature itself. He pointed out that an architect should mimic the structure of reality and the geometry hidden in reality. Like Vives and Petrarch, Alberti joined the bodil y with the spiritual to create the perfect art. But, he resembles Vives, in the sense that he believes that one should imitate several things to create one thing. One difference between Alberti and Vives is that Vives believes that one should start out imitating a person who is not the best at what he does, but someone who is better than the imitator. Eventually, according to Vives, one should be able to move up in rank and imitate the best. He says â€Å"it is a wise precept of M. Fabius Quintilian that boys should not at first attempt to rise to emulation of their master, lest their strength fail them. An easier and quicker method will be to let them imitate someone more learned than themselves among their fellows, and contending with him let them gradually rise to copying their master himself.† (189) Alberti does not mention this method of imitation. Instead he says that when it comes to art, on must have â€Å"the favors of nature.† (Book I) In other words, Alberti strongly believes that one should have a natural talent for what he is doing, and that the gradual chain of improvement is not necessarily an established method, a s Vives indicates. Also, Alberti uses a style that is short and to the point. He says â€Å"I beg that I may be pardoned if, where I above all wish to be understood, I have given more care to making my words clear than ornate. I believe that which follows will be less tedious to the reader. (Book I) This type of frankness is a distinguished style of writing. He uses simple rhetoric so that his audience can grasp the idea quickly. This kind of style corresponds to the type of art he is writing about. He says that he writing about a new type of art: â€Å"We are, however, building anew an art of painting about which nothing, as I see it, has been written since this age.†(Book II) His new style is imitating his concept of having a different type of manual towards art. Also, his main is to gear away from the Ancients and more towards the Florentine. By changing his style of writing he is achieving this, not only through what he saying about graduating art from mechanical to liberal, but also through his style and techne. Both Alberti and Vives spend time discussing subject matter. Vives splits up who should be imitated based on the subject of the piece being writer. Similarly, Alberti pays attention to the subject matter of the painting. He says that an image can only bring pleasure of the subject matter of the painting brings pleasure. Alberti believes that one must imitate the feeling he wants the viewer to have in the subject of his painting for the artwork to be successful. This is what Vives is saying when he illustrates that one must pick the best writer in the subject that he wants to write about and imitate that style to be successful. Both Petrarch and Alberti can be compared with Vives and his ideas on imitation. To all three writers imitation plays a huge role on how to present written and artistic works. All three of them believe that imitation of others will lead to success. Further, they believe that imitation is the only way to learn how to write properly. Alberti adds another assumption: he says that to be the best, one must imitate, but before the imitation process takes place, one must have a natural talent for art. Petrarch and Alberti both believe that one must mimic what they believe is the right tradition through their styles. Petrarch believes in the Ciceronian tradition and follows in Cicero’s footsteps by imitating his style. Alberti is more concerned with understanding than the use of eloquent language. Overall, to all three writers imitation plays a huge role in their understanding of how written works influence their audiences.