Perceptions of cultural distance

Perceptions of cultural distance An Evaluation of Close neighbours and distant friends-perceptions of cultural distance Introduction Due to managing across cultures happening in enterprises which operate in different countries and different regions, there must be a certain issue referred to as cultural distance. There is a paper on cultural distance (Chapman, et al., 2007) with a huge amount of research on how cultural distance influence the understanding amongst managers from Germany, the United Kingdom and Poland. The researchers divided the three nationalities into German/Polish, and UK/Polish as contrasts, and then they interviewed the members of the different nationalities separately to get empirical data. After the qualitative, interpretive analyzing, they combined the historical data and found that even though the Polish culture is remarkably different from the German and the British, Poland and the UK perceive themselves as close, whereas Poland perceives Germany as different (Chapman, et al., 2007). In this paper, I try to evaluate the research paper in three main parts; an examination of the theoretical framework, a discussion of research methods adopted, and an assessment of the wider implications (Sliwa, 2009). The researchers said in the end of paper that they hope their approach may help managers to manage across cultures. I think the efficient approach is to respect cultural differences and to try to narrow cultural distance. Theoretical Framework First of all, the researchers have analyzed Hofstedes works which are broadly cited in literature relating to international business and international management (Hofstede, 1991). They use cultural dimensions theory to divide the three countries, in order to compare and analyze them clearly and efficiently. However, they found that Hofstedes dimensions are simplications of the research. In my opinion, Hofstedes culture rankings of these three countries are too weak and inappropriate. The data collected by Hofstede trace back to thirty years ago, which is a little behind the times of today (Schneider and Barsoux, 2003). Even though his research involved more than 40 different countries, it was still restricted to one company (IBM), and the interviewees were almost managers, not normal employees. This made some people (especially in other multinational corporations) think that the research is not comprehensive and lacks from persuasion. After all, every large multinational company has its own corporate culture which would influence the results of managing in different cultures. Hofstedes research is a static research which does not refer to the analysis of cultural evaluation and influential aspects of cultural values. Secondly, the researchers adopt Shenkars (2001: 523-524) theory about four illusions of cultural distance to support the paper. Conventionally, people think that a German manager faces the same cultural distance with Polish colleagues in Germany as a Polish manager faces in Poland. This assumption caused by illusion of symmetry is not supported. We can also see that the differences of UK/Polish and differences of German/Polish are symmetrical, but more complex and subtle (Chapman, et al., 2007). The researchers mentioned the illusion of causality and cited that small cultural distances without anticipation could cause bigger problems than those large cultural distances with a forewarning. I agree that the mention and citation do not serve each other right. The illusion of causality is mainly about interpreting other non-cultural factors which influence the FDI pattern, sequence, and performance (Shankar, 2001: 524). Chapman et al (2007) creates a concept called the illusion of neutra lity. I think this is a brilliant idea. It is true that when the two countries (e.g. Germany and Poland) get evolved in political dispute or warfare, they can hardly treat each other neutrally. As a result, some small cultural differences matter. For other countries (e.g. the UK and Poland), who have no conflict of interests, they can ignore or tolerate the large cultural differences. But in relation to the illusion of stability, we can find that the cultural distance could not be constant. In other words, the neutral perceptions of cultural distance between the UK and Poland will change over time, as well as the intense perspectives of cultural distance between Germany and Poland. Last but not least, the researchers mainly focus on studying perception, and that is ethnographic in character (Chapman, et al., 2007). For that reason, the concept of psychic distance should be distinguished form cultural distance. When the managers from Germany, the UK, and Poland deal with each other, they always consciously or unconsciously believe in and depend on their own conceptions. The reasons are that they were taught what is right or wrong, what is responsible or responsible, what is altruistic or materialistic, etc. On this point, the indivisible relationship of our own culture makes us born with an ethnocentric tendency which results in psychic distance. Research approach The researchers used a qualitative, interpretive research strategy and focused on analyzing the managerial perceptions (Chapman, et al., 2007). In order to discover the opinions of German, British and Polish managers who participated in international business activities, the researchers adopted in-depth interviews to collect data. There were 63 face-to-face interviews, and the respondents were general managers from 12 companies in Germany, the UK and Poland. I think usage of the qualitative methodological approach to study this cultural distance topic is an appropriate way because it is more flexible. The open-ended questions gave these managers more opportunities to say in their own words their genuine feelings about working with their foreign colleagues. The researchers do not need to anticipate the answers, in that way, they have a chance to use probe (Family Health International, 2009) to encourage the respondents to elaborate on their answers. The transparency (Bryman and Bell, 2007: 424) of this qualitative research is satisfying. For instance, it tells us how the people were chosen for interviews, as well as the specific process of qualitative data analysis. To some extent, the problems of generalization limit the research. The two contrasts, three countries, twelve companies, 63 face-to-face interviews and unknown age, gender, religion belief, etc. are a bit restricted to represent other settings. Moreover, they employed a snowballing technique (Marschan, 1996), which might neglect some executives who are low-profile. As the authors said in the paper, they use Microsoft Word to deal with the long transcripts to organize themes. Sometimes they would inevitably add a few personal conceptions when they organize data. This would cause the research to become too subjective. Researchers Findings and Conclusions What the researchers have found mainly reveals that the cultural distance among Germany, the UK, and Poland is different on the individual managerial experience level. The relationship between Germany and Poland is close but tense, and the UK and Poland have a relative distant but easy relationship. Therefore, Chapman, et al. (2007) concludes that cultural distance is both created and interpreted by the perceivers, and the creation and interpretation are influenced by experience and history. I think the empirical evidence written in the paper does not reflect the tight relationship between German managers and Polish managers. The authors considered the influences of the war too much, and subjectively judge that the relationship between Germans and Polish is tense. Besides, the German managers are much more familiar with Polish managers, compared to the British and the Polish. It is interesting that the perceptions of German and British to Polish are quite similar in the fig.1 and fig . 3 (Chapman, et al., 2007). Their conclusion is a different angle to interpreting the cultural distance. I argue that the interviewee sample the researchers chose cannot be generalized to the other settings (Bryman and Bell, 2007: 423). The historical issues could have some impact on the interactions of individuals, but it should be added that historical problems have less influence on the younger generation. With the process of cultural globalisaion and integration of different cultures, cultural distance is reduced remarkably. Implications for individuals involved in cross-cultural management: As the researchers said in the article, they hoped international business managers because of certain historical circumstances could understand the unfriendliness of others, but not be hurt by it. It is true that the experiences of countries might influence ones attitude when he or she works with foreign colleagues. Therefore, when a person starts to deal with international business, it is important to understand cultural distance and the influence on behaviors caused by it. The influences will be prominent on the level of individual managerial practice. People always come across various kinds of problems at the time they work in different cultural contexts. It is because people have different world views and modes of thinking because different culture backgrounds. Due to the diversiform modes of thinking, peoples views of the problems are from different angles, the styles and methods of solutions are disparate, inevitably, the setbacks, conflicts, and projects failure are coming aft er each insists his own views (Holliday, Hyde, and Kullman, 2004). To avoid the unnecessary conflicts and misunderstandings, the international managers have to identify and appreciate the other members values and faith, and realize that cultural differences have influence on enterprises interior mechanism. Reference Chapman, M., Mattos, H.G., Clegg, J. and Buckley, P.J. (2007). Close neighbours and distant friends-perceptions of cultural distance. International Business Review, 17(2008), 217-237. Bryman, A. Bell, E. (2007). Business Research Methods 2nd Ed, New York: Oxford University Press. Family Health International. (2009). Qualitative Research Methods Overview. [Online] Available at: http://www.fhi.org/NR/rdonlyres/etl7vogszehu5s4stpzb3tyqlpp7rojv4waq37elpbyei3tgmc4ty6dunbccfzxtaj2rvbaubzmz4f/overview1.pdf [Accessed 13 Nov. 2009]. Sliwa, M. (2009). Managing Across Cultures. [Handout] September 2009 ed. Newcastle: Newcastle University. Hofestede, G. (1991). Cultures and organizations: Software of the mind. London: McGrw-Hill. Schneider, S.C. and Barsoux, J. (2003). Managing Across Cultures. 2nd ed. Harlow: Financial Times Prentice Hall. Shenkar, O. (2001). Cultural distance revisited: Towards a more rigorous conceptualization and measurement of cultural differences. Journal of International Business Studies, 32(3), 519-535 third quarter. Marschan, R. (1996). New structural forms and inter-unit communication in multinationals. The case of Kone elevators. Ph.D. Thesis. Helsinki: Helsinki School of Economics and Business Administration. Holliday, A., Hyde, M. and Kullman, J. (2004). Intercultural communication: An Advanced Resource Book. London: Routledge press.

Anthony and Cleopatra

Anthony and Cleopatra| | | Love; what is it? The definition states it as an intense feeling of deep affection, but is that what love really is? When it comes to my love life it has been one that has gone up and down, around every corner, from mars to the moon whatever you can say it has been everywhere. Being heartbroken is one thing I can say that relates to me when it comes to Anthony when referring to the fact that his wife’s death and imminent battle pricks Antony’s sense of duty, and he feels compelled to return to Rome.The reason I say that not that my girlfriend died but I felt I killed her in the relationship when I was younger. Love in communication, trust and belief that you will not get hurt by this person. I did everything you aren’t supposed to do. Cleopatra was pretty much my ex-girlfriend, she hated the fact that I was friends with many girls she was a drama queen who craved my full attention and no matter what I had to give it to her. Shakespeare was the creator of all this, the love, and the lust. People live their lives as it is what Shakespeare wanted Cleopatra learns of Antony’s marriage and flies into a jealous rage.That’s like women in this generation they hear about any girl you are affiliated with they automatically go crazy and get jealous regardless of what is true or not. This generation of people are used to divorce, use to cheating, fighting over stupid arguments. At the end of the day people accept it and just look for attention for example, when a messenger delivers word that Octavia is plain and unimpressive, Cleopatra becomes confident that she will win Antony back. Girls want to believe they are saints and that guys will bow down to their ever will.If there is a girl that their guy is friends with or affiliated with is less attractive than they are they just bash her and say and do what Cleopatra does. My ex-girlfriend was like her she would fight with me, yell at me if I even said hello to a female but right when she found out that she was just another female she was all happy go lucky. This day and age love is not what it used to be it is not based on the fact once you meet someone you will be with them for a long period of time you are with them till you’re tired of them. Shakespeare created what we know today as love.He is the reason we accept people because of their differences and show that we have true love for each other regardless of differences we are willing to do whatever it takes for the people we love. For example look at the twilight movies a vampire falling in love with a human, being fought over from a werewolf. The most absurd story but we as a culture love it because we love seeing people fight for each other’s love regardless of who it is, we urn for that as a culture but we have grown to accept people getting cheated on, lusting over others.Love is a cold thing but it can be beautiful if it is taking seriously and it can fulfill all you r hopes and dreams if you do what it takes. When explaining 3 fats about love you have to think about trust, loyalty and communication. When referring to my ex I did not trust that girl, trust is one thing that without it there is no relationship, and you have to have trust. Cleopatra had no trust in Anthony. The reason I say that is Cleopatra learns of Antony’s marriage and flies into a jealous rage.She did not have faith in him. Trust is one key to have true love. With me and my ex we loved each other, but we did not trust one another we would fight argue about everything and never truly had trust and faith in one another. An example of this is when Caesar dismisses Antony’s request, but he promises Cleopatra a fair hearing if she betrays her lover. How can you have trust in someone if she is willing to go behind your back and do such a thing to you?Trust is one thing that you have to have if you want a true relationship. Cleopatra seems to be giving thought to Caesa r’s message when Antony barges in, curses her for her treachery, that is just getting caught in the act of lying that is not how you have a good relationship. Another fact that needs to be taking into content when it comes to love is communication, with me and my ex we did not communicate. Our communication was literally not there at all we only talked when it was convenient for her.She did not put her best foot forward when it came to talking to one another it was never her wanting to actually to talk to me but instead just doing it because she had to. When it regards to the play Anthony and Cleopatra did not have great communication, she was pretty much a side chick in Anthony’s life. They had everyone do the he said she said life. For instance when she found out about Antony will marry Caesar’s sister, Octavia. She gets it from a messenger that delivers the word that Octavia is plain and unimpressive. She automatically gets jealous and doesn’t know tha t e is only doing it to solidify their loyalty to one another in the Caesar and Antony making an alliance with one another. She needs to be informed of this; they have to talk to one another. Me and my ex did not talk we fought when we talked there was no communication. Cleopatra thought that Antony was cheating on her when he was just making an alliance. Communication is key in love. Finally loyalty it is to me one of the big things you have to have when you’re in a obligation Antony thought he had Caesar’s loyalty when they made an agreement.He thought wrong Caesar breaks his truce, wages war against Pompey, and defeats him. How can you have believed anyone or trust anyone without true loyalty? This is how love in our day an age has fallen people don’t communicate, don’t trust anyone because people are not loyal anymore. Like I said before we live in a day and age where it is ok to cheat, and not be loyal to someone who you committed to. This day love i s lost, it is a distant memory, but when people are happy, loyal, communicate, and trust one another love will prosper.Love can never die it may be lost but when you find that special someone who you see and brightens your day when you see them. That is what love is, when no one else matters besides that person when you are with that person. Antony let power take control of him and Cleopatra let her trust issues and lust take control of her. Loves is a beautiful thing and every time Shakespeare writes a story about love he portrays what happens when you mess up. Love is a beautiful and when you get it you should never let go.

Beauty (unlike ugliness)

Beauty (unlike ugliness) cannot really be explained and it was also quoted that â€Å"Like a God (and as empty), it can only say: I am what I am. 1 The path to beauty is what we are all trying to find and to follow. To define beauty as that which is sought, as it appears in imagination, is sufficient that everyone is seeking beauty, for it cannot be denied that everyone is looking for something and dreaming about it. 2 To dispute taste is futile, because beauty varies for different people and for the same person.The vulgar have their beauty, the lofty theirs. But the vulgar have moments in which they may appreciate another beauty, and so have lofty. Beauty is not entirely a personal affair, because the most subjective things are an objective part of human nature which is universal; as the hidden arrangements in one house are like those other houses. Ideas we take into our heads differ hardly more that food we consume. Seldom is there reason to suppose more individuality in our thoug ht s than in our behavior and apparel.We happen to have access to our own physical and psychical quarters, and can shut the door on the rest of the world; but there is no mysterious cleavage between this subjectivity or what is objective or out in the open. 3 The sameness of human wishes in their most subjective state is made public on screen of the movie, in the human interest stories of the newspaper magazines and novels, in window displays and on billboards. Advertisers write the open text on aesthetics that all may read.They know that men and women are enough alike to want the same things, to admire the same beauty; and they are so sure of this that on it they stake their fortunes. It would be idle to argue that each person has not a different idea of beauty, were not the illusion of uniqueness rather universal. According to Ames, people are richer or poorer in appreciation, but as, as in their belongings, they are luxurious or lacking in similar things, so that their very diffe rences are same.He added that, imaginations and predilections are as objective as hair and eyes, and equally dependent upon heredity and environment. Given a certain nature, education and experience, certain wishes will be inevitable which will necessarily reflect in appropriate beauty. Precisely because variation is rare it is magnified. Each person cherishes what personality he has, and is glad that in being conditioned to seek his own he can reject what is foreign to him and call it as ugly, though he is also happy to belike other people and to share their enthusiasm.Based on Ames, there are fewer disputes about beauty than is often assumed, because most people accept the standards of their country and sex, class and set. Western philosophers and psychologist have always been interested in the nature of art, the appreciation of art, and the psychology of artist. 4 Plato argued that aesthetic experience _____________________________________ 1. â€Å" Pacteau, F. (1994). â€Å" T he Symtom of Beauty. New York: Reaktion Books, 1-232. ISBN 094846254X. 2. Ames, V. M (1968). â€Å" Introduction to Beauty.New York: Ayer Publishing, ISBN 094846254X. 3. Ibid. 4. Hagman, G. (2005). â€Å"Aesthetic experience: beauty, creativity, and the search for the ideal. New York: Rodopi, ISBN 9042018569. 1 2 involved the apprehension of the good in nature. The non-sensuous pleasure, perhaps awe, of aesthetic feeling resulted from the reflection of ideal form in the object that only hinted at the profound perfection and beauty of its higher model. Hagman said that, for Plato, it was the apperception of this hint, the glimpse of the ideal, which was the source of aesthetic experience.Later, religious thinkers believed that aesthetic experience was linked to the revelation of divinity in the world, the sense of the worldly beauty being a reflection of the eternal beauty of God. Similar to Plato’s view was the belief that some objects, most especially art, expressed Godâ⠂¬â„¢s love and perfection more than others – or at least, the divinity was more easily glimpsed in some objects than in others according to Hagman. He also added that, it was not until the eighteenth century that a true psychology of aesthetic experience began to emerge.Starting with David Hume and Immanuel Kant, these modern thinkers tried to explain aesthetic experience in psychological terms. The objective nature of â€Å"the good† and â€Å"the beauty of God† came to be replaced by psychological processes by which our experience of the world is given aesthetic qualities and values5. Hume argued that aesthetic experience was associated with sensitivity to the association between a perception and a feeling. The particular aesthetic feeling s were those of refined pleasure, delight, awe, admiration, joy, and so on – in other word, the effects and passions considered to be special, positive value.Hume believed that certain type of experiences, those poss essing beauty, attained higher qualities in the formal expression of these feelings. Thus, for Hume, human’s sensibility and emotion replaced divinity and ideal form of aesthetic experience. Art, as opposed to natural sources of beauty, expressed certain associated feelings in refined and highly valued ways6. Hume argued that a person could develop his or her critical judgment in aesthetic matters by means of experience and study.He also stressed the need for the audience to keep â€Å"his mind from all prejudice and allow nothing to enter into consideration but the very object that is submitted to examination†. Hume claimed that the audience must be comfortable and without other intentions when viewing something aesthetically; this was one of the initial argument for the role of disinterest in aesthetic experience. What Hume was describing was type of empathy, an ability to put aside one’s normal position and needs and to â€Å"place oneself in that point of v iew that the artwork supposes†.Thus, aesthetic experience assumed a special form of relationship with the object in which the audience members would approach the experience with benign neutrality and willingness to give themselves over to the experience without prejudice. This relationship would then ideally result in a pleasant emotional state evoked by the specialness and refinement of the object ______________________________________ 5. Hagman, G. (2005). â€Å"Aesthetic experience: beauty, creativity, and the search for the ideal. New York: Rodopi, ISBN 9042018569. 6. Ibid 3Immanuel Kant postulated that aesthetic experience was a type of subjective judgment distinct from other human emotions, referring to this as taste. Essentially, taste was a type of universal and natural human capability similar to other modes of perception. As one experiences something aesthetically, there are sensations of pleasure within an attitude of disinterest. In fact, for Kant, taste was close r to reason than to emotion or sensation; it constituted recognition of a priori truths (such as beauty) in the concrete, â€Å"objective purposiveness†. Nonillusions and some Persistent MysteriesOne of the most curious phenomena that simply cannot be understood in terms of their primary cause sat the present time is the close relationship between certain mathematical series (e. g. , the Fibonacci numbers in which each successive term is the sum of the two preceding numbers) and the extreme vaguely defined cognitive experience we call visual pleasure or beauty. 7 If each Fibonacci numbers is then divided by the one previous to it, this new series converges on what has become a magical number – 1. 615838†¦, otherwise known as the golden ratio.The golden ratio appears ubiquitously in a wide variety of biological systems including the arrangements of seeds on a flower, the structure of fruits and vegetables, and the shape of the spiral shells of a Chambered Nautilus. 7 Most interesting in the present context, however, is the fact that if an observer is asked to identify the width and height of the most beautiful rectangle, the usual answer is close to the golden ratio. They said that this phenomenon appears through the history of art with the pyramids, Greek temples, renaissance art, and the contemporary views of female beauty all showing evidence of golden ratio.It is also observable in musical compositions. 8 Thus, there appears to be a close relationship between a subjective aesthetic judgment and a fundamental number appearing in a mathematical expression. 9 The problem is that this is a purely empirical observation; there is no theory of why these two domains should be linked in this manner. This mysterious relationship suggests, however, that mathematics and human aesthetic is intimately tied together for totally obscure reasons. Perhaps it is due to evolutionary forces of which we are only beginning to understand, but even this is the lo osest kind of speculation.Nevertheless, there are some well – established links that are considered. Aestheticians themselves are in surprising accord as to the nature of beauty and art. They usually agree that beauty is a value and that art is the means of realizing the value. They say that beauty lifts us out of littleness to understanding of the meaning of existence. In beauty we see the finish and finality toward which our efforts tend the poise to which our wobbly lives aspire. In beauty we behold our desire without ceasing to desire it, for the most satisfying beauty is the more it arouses longing.The classic ideal of beauty is more calm, the romantic more vehement, ______________________________________ 7. Uttal, W. R. (2003). â€Å"Psychomythics: Sources of Artifacts and Misconceptions in Scientific Psychology. New York: Lawrence Erlbaum Associates, ISBN 0805845844. 9. Ibid. 10. Ibid 4 while the modern tends to be wild and madcap; yet there is a passion in the classi c ideal, composure in the romantic, and some restraint in the modern, else none of them could be beautiful. From Sublimation to RegressionIn 1961, Robert Fleiss published an interesting elaboration of Freud’s sublimation model of aesthetic experience. Fleiss believed that in aesthetic experience, especially in the sense of beauty, there is a normal regression to an â€Å"early perceptory relation† involving the modality of primary perception,† which he conceived of as the combinations of perceptions of the labyrinth – outer skin, hands, and mouth unified into a single, nondistinguishable experience. According to Fleiss, in aesthetic enjoyment there is a muscular discharge of neutral energy.Rather than cannibalizing the object, the person experiences emphatic introjections of it. 12 Fleiss located the developmental level of aesthetic experience in the first oral phase prior to the mobilization of aggression that results in incorporative actions and fantasie s. He argued that the sublimation of this neutral oral libido is â€Å"inseparable from aesthetic enjoyment† and includes muscular discharges involved in the â€Å"modality of primary perception† – â€Å"a modality that continues to function throughout life.Thus, for Fleiss, sublimation is not simply a defense, but a normal aspect of the vicissitudes of libido that re essentially neutral during the first oral phase. It is the activity of this libido throughout life that accounts for the ubiquity of aesthetic experience. In an interesting series of case reports, Fleiss illustrated the relationship between sex and aesthetic enjoyment, and even argued for the simultaneous experience of both in mature, healthy sexual relations. ConclusionFor centuries, beauty has been considered a feminine attribute, and its pursuit a feminine responsibility. In fact the word beauty itself reflects the intimate connection between beauty and femininity. Even the most recent revision of the Webmaster’s New World Dictionary has as one of it’s definitions of beauty â€Å"a very good looking woman. † Thus we postulate that women’s preoccupation their appearance is consistent with the feminine sex-role stereotype. There are at least two additional aspects of beauty that may fuel women’s effort to emulate their culture’s beauty ideal.First, beauty often is associated with moral goodness, with being virtuous. Second, beauty can contribute to being powerful. _________________________________________ 11. â€Å" Santayana, G. (1955). â€Å" The Sense of Beauty: Being the Outline of Aesthetic Theory. New York: Courier Dover Publications, ISBN 0486202380. 12. Hagman, G. (2005). â€Å"Aesthetic experience: beauty, creativity, and the search for the ideal. New York: Rodopi, ISBN 9042018569. BIBLIOGRAPHY Ames, V. M (1968). â€Å" Introduction to Beauty. New York: Ayer Publishing, ISBN 094846254X.Hagman, G. (2005). â€Å"Aestheti c experience: beauty, creativity, and the search for the ideal. New York: Rodopi, ISBN 9042018569. Pacteau, F. (1994). â€Å" The Symtom of Beauty. New York: Reaktion Books, 1-232. ISBN 094846254X. Santayana, G. (1955). â€Å" The Sense of Beauty: Being the Outline of Aesthetic Theory. New York: Courier Dover Publications, 1-168. ISBN 0486202380. Uttal, W. R. (2003). â€Å"Psychomythics: Sources of Artifacts and Misconceptions in Scientific Psychology. New York: Lawrence Erlbaum Associates, ISBN 0805845844.

Health Care Changes and Challenges - 1177 Words

Health Care Changes and Challenges Dindi White HSC490 May 18, 2015 Jennifer Johnson Health Care Changes and Challenges Some people may believe that health care is not changing. However, todays health care system is changing. Today’s advanced technology and growing population have required health care organizations to evolve. Changes in health care can present challenges, and the challenges must be addressed and dealt with accordingly. Today’s health care system is changing. In order for health care to remain a competitive force in today’s business world, it must be aware of the shifts taking place that will affect them. Social media, advancements in technology and awareness of consumer behavior are three shifts currently taking†¦show more content†¦Ã¢â‚¬Å"There must be a match between the organization’s mission and the resources required to meet the target market requirements† (Eric, 2011, p. 25). Incorporating an effective marketing strategies into a health care organization will present potential challenges. However, a health care organization that understands identifies, and utilizes the appropriate marketing tools increase their chances of success. Current challenges such as the rising cost of health care and insurance coverage have been addressed by health care organizations and the government. Rising health care costs have affected the type of care received. Health care or ganizations have developed programs that support preventive, managed health care. These programs encourage consumers to be proactive and participate in the care provided. By actively involving consumers in their care, healthcare organizations can keep the cost of care at a minimum. Preventive care is the future of health care and the key to keeping health care costs under control. Unnecessary tests, procedures, and medications are no longer ordered. 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