Transcendence and Immanence

Transcendence and Immanence Transcendence and Immanence Simone de Beauvoir, in her groundbreaking mid-20th century work The Second Sex, presented the concepts of transcendence and immanence as integral features of her theoretical analysis of the structures of patriarchal oppression in Western society. This essay will explore these concepts in terms of Beauvoirs feminist analysis. In this context, it will be argued that these concepts cannot be considered to be gender biased if bias is understood in terms of a negative or unsubstantiated scholarship. Rather, as will be argued, Beauvoirs use of these concepts to describe how the lives of women and men in society are distinctly culturally gendered is not only substantiated when considered in its own historical context but also illuminates our understanding of gender roles in Western society in the early 21st century. In The Second Sex Simone de Beauvoir presents the concepts of transcendence and immanence in the course of attempting to answer the fundamental question of what is a woman (Beauvoir 1949). Beauvoir contends that the view of generic terms such as masculine and feminine as being symmetrical only applies in the technicalities of legal documents, for in Western society and culture the two are radically distinct (Beauvoir 1949). She contends that the masculine is the normative default in Western society, and that the feminine is defined against this: She is defined and differentiated with reference to man, and not he with reference to her; she is the incidental, the inessential as opposed to the essential. He is the Subject, he is the Absolute she is the Other. (Beauvoir 1949, p.5) Of course, Beauvoir is aware of that the conceptual binary Self/Other is a principle of differentiation that applies to more than simply the relations between men and women. For example, she notes its referents throughout the cultural history of the West, with analogies to myth, as well as its use to support racist attitudes with respect to Blacks and Jews, and its related use to support class-based oppression (Beauvoir 1949). This is a clear strength in her work for, as critics widely acknowledge, Beauvoir was never solely preoccupied with oppression based upon gender, but recognized and struggled against oppression in a variety of forms (Simons 1999).[1] It is against this context of oppression that Beauvoir defines her concepts of transcendence and immanence. Beauvoir argues, in The Second Sex and other writings, that related to this conceptualization of Self/Other is another dichotomy that is a basic feature of oppression: the differentiation of the human population into two groups those who achieve transcendence through creative and dynamic life-enriching activities, and those relegated to lives of immanence concerned simply with the maintenance of life in its basic conditions (Beauvoir 1949). It is important to recognize that these are not simply theoretical concepts but, rather, are intended by Beauvoir as descriptive of the daily lives of humanity. From this perspective, transcendence and immanence are defined in terms of the everyday work and actions of human beings. Thus, transcendent work includes writing, exploring, inventing, creating, studying, while immanent work includes such work as cooking, cleaning, bureaucratic paper pushing and even biological actions such as giving birth (Veltman 2004). The key point to grasp in this differentiation is that activities which involve immanence are basically futile in that they consume time and energy, but accomplishes nothing of fundamental significance (Veltman 2004). Of course, in making this differentiation Beauvoir is not arguing that these activities are not often essential. After all, we all need to provide for ourselves, or have provided for us, cooking, cleaning and other services. Similarly, child birth is a basic fundamental requirement for the continuation of the human species. Moreover, as critics of Beauvoir have noted, it is important to recognize complexities in her understanding of these concepts throughout her various works. For example, Beauvoir acknowledges that immanent work may sometimes be creative, just as activities of transcendence can often involve numbing repetition (Veltman 2004). Good examples of each would be the case of a mother knitting clothes for her children to wear as a creative activity of immanence, while an author painstakingly proof-reading her novel would be an example of repetitive transcendent activity. Given this complexity, it would be useful to differentiate between the concepts of transcendence and immanence based upon their respective relations to two key qualities: (1) existential justification, and (2) durability across time. As one critic notes of Beauvoirs depiction of these concepts: Since activities of immanence merely sustain life and achieve nothing more than its continuation, they also cannot serve to justify life as its raison detre. Rather, existential justification can be established only within transcendent activities that move beyond the maintenance of life itself. . . . If a life is to have reason for being rather than persist solely without reason, it must reach outward toward the future through the production of something creative, constructive, enlightening or otherwise durable. (Veltman 2004, p.124) Having thus explored and delineated the parameters of Beauvoirs concepts of transcendence and immanence, the question of whether these concepts are gender biased remains to confront us. It is undeniable, for example, that Beauvoir uses the concepts in The Second Sex in order to explore the processes by which women have been oppressed throughout history in general, and in the context of mid-20th century Western society in particular. As Beauvoir argues in The Second Sex: the situation of woman is that she a free and autonomous being like all human creatures nevertheless finds herself living in a world where men compel her to assume the status of Other. They propose to stabilize her as an object and to doom her to immanence since her transcendence is to be overshadowed . . . . (Beauvoir 1949, p.20) Clearly, Beauvoirs use of the concepts of transcendence and immanence in her work is situated within a broader context of social and cultural oppression of women by men. Moreover, it is also clear that Beauvoir has a definite agenda in her work in that she does not regard this oppression dispassionately. Rather, she repeatedly questions how women can throw off this oppression and achieve transcendence in their daily lives: How can a human being in womans situation attain fulfilment? What roads are open to her? . . . . How can independence be recovered in a state of dependency? What circumstances limit womans liberty and how can they be overcome? These are the fundamental questions on which I would . . . throw some light. This means that I am interested in the fortunes of the individual as defined not in terms of happiness but in terms of liberty. (Beauvoir 1949, p.20) The above passage is significant in understanding the issue of gender bias in Beauvoirs use of the concepts of transcendence and immanence in that we can see that she is not unbiased in her objectives. Clearly, Beauvoir makes no effort to obscure or hide the fact that she is biased in favour of promoting womens liberty and their capacity to transcendent activity. This being said, however, it cannot justly be extrapolated from this conclusion that Beauvoirs use of these concepts displays a gender bias in the sense of a negative or scholarly unsubstantiated argument. Indeed, as has been noted above, Beauvoir grounds her work in carefully delineated arguments that reference a wide range of theoretical and philosophical models in Western civilization. Moreover, it is noteworthy how in her use of the concepts Beauvoir takes extraordinary care in their description and application. For example, as noted above, she is careful to note subtle complexities in the use of the concepts in everyday life with reference to how immanent activities may be creative, while some transcendent activities may be repetitive and boring. In conclusion, while it may justly be said that Beauvoir is biased in her use of the concepts of transcendence and immanence as descriptive models of the structures that support the oppression of women in everyday life, and in her objectives to subvert this oppression and promote the liberty of women, it cannot be said that her work display gender bias in this area. This term implies a level of prejudice that potentially undermines the value of a work given the particular interests or agenda of the author. Given the extraordinary care and attention of Beauvoir in her use of these concepts to reinforce her arguments with respect to the oppression of women in Western society, and the fact that these arguments have withstood the text of time and the critique of leading authorities and scholars over the past half-century, Beauvoirs use of transcendence and immanence cannot be represented as displaying gender bias. Works Cited Beauvoir, S.   (1949).   The second sex.   Trans. H.M. Parsley. London: Penguin. Butler, J.   (1986).   Sex and gender in Simone de Beauvoirs Second Sex.   Yale French Studies, 72: pp.35-49. Simons, M.   (1999).   Beauvoir and The Second Sex: Feminism, race and the origins of existentialism.   Lanham, MD: Rowman and Littlefield. Veltman, A.   (2004).   The Sisyphean torture of housework: Simone de Beauvoir and inequitable divisions of domestic work in marriage.   Hypatia, 19.3: pp.121-143. [1] Here it is important to note the distinction that Beauvoir makes between sex and gender. As Beauvoir declared: one is not born, but rather becomes, a woman. Thus, as Judith Butler observes, it is critical that we recognize the operation of the sex/gender distinction between biological bodies and social constructions in reading Beauvoirs work (see, Butler 1986).

How Shakespeare Portrayed Lady Macbeth Essay -- William Shakespeare

From the very beginning, Lady Macbeth is depicted as an ambitious and powerful woman, who is central to the plot of William Shakespeare's Macbeth. So far, in the play, Lady Macbeth has been shown to be a very powerful and ambitious character. After reading Macbeth's letter, she says, "Thou wouldst be great, / Art not without ambition, but without / The illness that should attend it"(I.v 17-19), here, she is saying that he needs more evil or "illness" in him to become King, and therefore implies that she will "poison" him and give him the illness he needs to increase his ambition. Here she is also undermining her husband's authority (which is very unusual for a woman in the Elizabethan era) by saying he is unable to become a King, and is undermining his masculinity as she is thinking about things that a man would usually take charge of. To try to persuade Macbeth to kill Duncan when the audience first see them meet on stage, she is very bold, "Your hand, you tongue, look like th'innocent flower, / But be the serpent under't" (I.v 65-66), she shows her strong female identity, whose ambitions speak for her obsession with power. When Macbeth tries to ?back out? of murdering Duncan, Lady Macbeth uses many techniques to persuade him to carry out the deed. Firstly, she repeats the metaphor of clothes he uses, ?Which would be worn now in their newest gloss, / Not cast aside so soon? (I.vii 34-35) but changes the meaning, ?Was the hope drunk / wherein you dressed yourself?? (I.vii 35-36) showing she can be manipulating and that she has a thorough understanding of words, which is unusual for an Elizabethan woman. She also tries to manipulate him by saying, ?From this time / Such I account thy love? (I.vii 38-39) which could be perceiv... ...n, she becomes something completely different ? a supernatural being such as a witch or evil spirit. Although Lady Macbeth never repeats the words of the witches, her ambitions and their prophecies are very similar, ?All hail Macbeth, that shalt be King hereafter? (I.iii 50), however, if the witches had not revealed this prophecy then Lady Macbeth?s ambition would not have been ?fed? and it is probable that neither of them would have murdered Duncan. This shows how easily she is influenced by the supernatural. I believe that Shakespeare depicted Lady Macbeth as a very ambitious character who has a lot of power over her husband. However, it is only after she calls upon the supernatural that she becomes utterly ruthless and cruel. Works Cited Shakespeare, William. Tragedy of Macbeth . Ed. Barbara Mowat and Paul Warstine. New York: Washington Press, 2009. How Shakespeare Portrayed Lady Macbeth Essay -- William Shakespeare From the very beginning, Lady Macbeth is depicted as an ambitious and powerful woman, who is central to the plot of William Shakespeare's Macbeth. So far, in the play, Lady Macbeth has been shown to be a very powerful and ambitious character. After reading Macbeth's letter, she says, "Thou wouldst be great, / Art not without ambition, but without / The illness that should attend it"(I.v 17-19), here, she is saying that he needs more evil or "illness" in him to become King, and therefore implies that she will "poison" him and give him the illness he needs to increase his ambition. Here she is also undermining her husband's authority (which is very unusual for a woman in the Elizabethan era) by saying he is unable to become a King, and is undermining his masculinity as she is thinking about things that a man would usually take charge of. To try to persuade Macbeth to kill Duncan when the audience first see them meet on stage, she is very bold, "Your hand, you tongue, look like th'innocent flower, / But be the serpent under't" (I.v 65-66), she shows her strong female identity, whose ambitions speak for her obsession with power. When Macbeth tries to ?back out? of murdering Duncan, Lady Macbeth uses many techniques to persuade him to carry out the deed. Firstly, she repeats the metaphor of clothes he uses, ?Which would be worn now in their newest gloss, / Not cast aside so soon? (I.vii 34-35) but changes the meaning, ?Was the hope drunk / wherein you dressed yourself?? (I.vii 35-36) showing she can be manipulating and that she has a thorough understanding of words, which is unusual for an Elizabethan woman. She also tries to manipulate him by saying, ?From this time / Such I account thy love? (I.vii 38-39) which could be perceiv... ...n, she becomes something completely different ? a supernatural being such as a witch or evil spirit. Although Lady Macbeth never repeats the words of the witches, her ambitions and their prophecies are very similar, ?All hail Macbeth, that shalt be King hereafter? (I.iii 50), however, if the witches had not revealed this prophecy then Lady Macbeth?s ambition would not have been ?fed? and it is probable that neither of them would have murdered Duncan. This shows how easily she is influenced by the supernatural. I believe that Shakespeare depicted Lady Macbeth as a very ambitious character who has a lot of power over her husband. However, it is only after she calls upon the supernatural that she becomes utterly ruthless and cruel. Works Cited Shakespeare, William. Tragedy of Macbeth . Ed. Barbara Mowat and Paul Warstine. New York: Washington Press, 2009.

Women in Homers Odyssey Essay -- Odyssey Homer Essays Papers

     Ã‚  Ã‚   As Agamemnon tells Odysseus, â€Å"Let it be a warning even to you. Indulge a woman never, and never tell her all you know. Some things a man may tell, some he should cover up.† (P.199, Book XI) This is not a revelation for the wayward King. Odysseus treats all women he encounters with the same caution alluded to by Agamemnon when the shade tells him how his treacherous wife Clytemnestra acted in a way that defiled all women kind. Agamemnon is giving words to the concept of women that existed in Greek times, and still exists today although it is hopefully not expressed as much. Even before Odysseus speaks to his dead friend, he reveals the same attitude in the encounters that he has with women along his journey home. Each and every major female character Odysseus comes into contact with uses deception if not to Odysseus directly then to the outside world. In turn, the wandering King deals in deception with them as well.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The first woman that we see in direct contact with Odysseus is Kalypso. This Goddess is no stranger to deceit. She has been hiding from the Gods for 7 years something that is unnatural. She has been hiding her affair with the mortal Odysseus, who has been held captive on her island for that time. She is not innocent in her ... ...sentations and Interpreting the Odyssey," by Seth Schein, pp. 17-27. Helene Foley, "Penelope as Moral Agent," in Beth Cohen, ed., The Distaff Side (Oxford 1995), pp. 93-115. "The Odyssey, History, and Women," by A. J. Graham, pp. 3-16, and Jennifer Neils, "Les Femmes Fatales: Skylla and the Sirens in Greek Art," pp. 175-84. Lillian Doherty, Siren Songs: Gender, Audiences, and Narrators in the Odyssey (Ann Arbor 1995), esp. chapter 1. Marilyn Arthur Katz, Penelope's Renown: Meaning and Indeterminacy in the Odyssey (Princeton 1991). Nancy Felson-Rubin, Regarding Penelope: From Courtship to Poetics (Princeton 1994).

Whats in a Portrait? :: essays research papers fc

What’s in a Portrait?   Ã‚  Ã‚  Ã‚  Ã‚  What’s in a portrait? Is it simply just a photographic image of a person only done in oil paints, or is there much more to it? Is a portrait a way of peeling away the layers of a person and visually representing who they really are? Gericault’s Monomania: Portrait of an Excessively Jealous Woman and Cezanne’s Madame Cezanne in the Conservatory are both portraits of women. Even though these paintings are portraits of women they are completely different portraits. These are not just paintings depicting two different women. They show us who they really are, or what they meant to the artist. The artists paint them in a way that represents how history and time period affect the way and artists paints.   Ã‚  Ã‚  Ã‚  Ã‚  In Gericault’s Monomania: Portrait of and Excessively Jealous Woman, the artist captures the pure emotion of a woman suffering from a debilitating mental disease. The composition is symmetrical for the most part and the subject is positioned in the center of the canvas, which emphasizes her more as a point of focus. The brushwork is visible, but disappears around her face where there is great detail to clearly show her emotional state. The rest of her contains very visible brushwork, and it’s very sketchy. Most of her body doesn’t even seem to be brushed, but more like the paint has been blocked in with a palette knife, thus making the details of the face stand out more. Contours have been completely eliminated in this painting; he uses direct tone and color instead to convey the painting. There seems to be no direct light source everything seems to be in the dark, perhaps hinting at the subject’s mental state of mind. The only thing th at seems remotely lit up is the women’s face drawing more attention to the expression on it. The colors are of a darker palette, and there is a slight sense of complimentary colors with the red and a very deep dark green. The repetition of the color red in her clothes and again in her eyes is a very strong emphasis in this painting. It helps draw more attention to her expression thus adding more emotional content to the painitng. Plus, the red in her eyes alludes to her instability. There is no sense of deep space. The women seems have been painted from straight on, although there is something to the right of the artist that is drawing her attention that way, quite possibly making her have her present expression.

Chapter 9 of the Great Gatsby Essay

Chapter 9, the last chapter of the novel, is used by Fitzgerald to create a sense of finality for the reader, suggesting ‘the party was over’. This chapter allows him to make his final comment on the unfulfilling nature of the American Dream, and the nature of the people that lived in the ‘Roaring Twenties’. The chapter is made for the obvious purpose of being the conclusion to the story. Rather than leave the ending ambiguous as many authors do, Fitzgerald wraps up the narrative decisively. This sense of finality of the book allows the reader to come to final conclusions and judgements of what they have seen. An open ended book can allow readers to come up with their own endings, but a book with a definitive ending allows readers to see what happened and then decide what it means. Fitzgerald allows the reader to form their own opinions on the events that definitely happened in the story, giving a greater sense of meaning and attachment to the story. Nick narrates the chapter from two years later, looking back at the final days he spent in New York. Throughout the chapter Nick shows his disgust and contempt for the East of the U.S., clearly preferring ‘[his] Middle West’. Fitzgerald does this to make us, as readers, antagonise the East society as the main cause of the tragic events of the novel. He does this by showing Nick, the one involved in most if not all the events of the novel, completely appalled at the actions of people that have made their lives in the East. This is particularly shown when Nick initially refuses to shake Tom Buchanan’s hand. He has correctly deduced that Tom was the one who told Wilson that Gatsby’s car was the one that ran Myrtle over, and out of his ‘provincial squeamishness’ he did not shake hands. He does ultimately shake hands, but only out of pity and as a sign of farewell so that he does not have to see Tom again. We are meant to feel Nick’s relief of not having to see this clear representation of all that was wrong with ‘old money’ and the novel’s portrayal of the East; that it was essentially ‘careless people, [who] smashed up things and creatures and then retreated back into their money or their vast carelessness†¦ and let other people clean up the mess they had made’. At first, Gatsby seems to represent the success story of the American Dream. He creates his own fortune and earns great wealth and material possessions; but, in the end, his dream fails anyway. At the conclusion of the novel, Gatsby does not get what he wishes. ‘his dream must have seemed so close that he could hardly fail to grasp it. He did not know  that it was already behind him,’ Gatsby’s death without the total commitment from Daisy that he always sought after is a tragic display of the reality of the American Dream: that it has been corrupted from the ‘pursuit of happiness’ to the ‘pursuit of wealth’. Fitzgerald uses the distortion of the readers’ perception of the American Dream so that we pity the unfortunate characters of the novel: Gatsby, Jordan, Daisy, Tom; who despite having money, do not seem to have true deep happiness. Overall, Fitzgerald uses the closing chapter of the novel for exactly its intended purpose: to finish the novel. We see the end of the story of Gatsby and the effect he had on people and reflect on what it truly meant.

Technology Changing Society

Technology changing company Today in America, populate be more interested in the refreshed applied science that comes out than their world or so them. Currently we ar in a long drawn out fight that never seems to oddity and still people at present tune out to what is rightfully important and draw into the meaningless engineering science that surrounds them. Ray Bradbury in Fahrenheit 451 puts these concepts into his wittings to portray that engineering has a long gist on the people by the expense, the make up and the judgment of conviction consuming effects it has on the people. Technology is expensive, no question close it.People al guidances want the latest and superior and will pay any outlay to get it. Manufactures tolerate expense their harvest-tide at extremely high end and the readrs will pay any price that they throw out at them. Buyers move on in their technology when what they had before worked entirely as well as the smart. In the harbor, Mil dred wanted an another(prenominal) mole of TV. She didnt c ar of the price that it was deviation to appeal and what it was going to take to get it. Itll be even more fun when we can afford to have the forth jetty installed. How long you figure before we lighten up and get the forth wall torn out and a after part wall- TV put in?Its only about two kibibyte dollars (Bradbury 20). Mildred did not care the cost of the wall- TV even though it was one- third of her maintains yearly pay. She was only sick about her own wants and desires. The pricy technology that Mildred wanted is an example of how the society has evolved into cherishing everlasting(a) treasures over things that truly matter. The media has a spacious influence on people who condition and listen to it. Technology has make it practical for someone to sit at home, strain the TV on, and see whatever they want. patch this can be a unspoilt thing, it can always dumb follow through society.People get so caught up in what is going on in the television system shows that are playing that they lose hint in what is real and just made up. They start to put themselves in what they are watching and finally it becomes their manner. It is their e actually supposition and makes it merely impossible to function without. Mildred in the story became this way. Floating her, wide-eyed, toward morning (Bradbury12). Mildred allows technology to dictate how she behaves and lives her life. When a person allows the waves of the ocean to float them, they cannot control the direction n which they move. Mildred can no longer decide for herself what she wants to do and that her mind is dominated by technology pleasures. She started to betray her real life with her husband and begin a new one with her family from the shows she watched. It then became the norm to her and many another(prenominal) other citizens in the city going through the same situation making a huge effect on society. Think about it The majo rity of a persons day is worn-out(a) with some type of technology influencing them, whether it is texting, calculator work, television or any electronic device. The average American spends more time using media devices television, radio, iPods, and cell phones- than any other activity while awake (Ball call forth University) What is that saying? Why is our society consumed to these forms of technology? While this can be right-hand(a) giving people information and an easier way to learn about something, it often becomes overused and eventually overtakes the lives of the users. I always wanted something very small, something I could talk to, something I could draw out with the palm of my hand , if necessary, zip fastener that could shout me down, nothing monstrous abundant ( Bradbury 132).As said by Faber, he saw the dangers that technology offers, and the ability to take over. He trumps this danger physically, by keeping the terror literally small. Faber did not allow the technology to take over his life and consume his time. The story behind Bradburys book is made up, notwithstanding is not removed from reality. When Fahrenheit 451 was written, it was only the 50s, but Bradbury could already tell where society was heading. The huge effects that technology had on the characters in the book with the expenses, the influences, and the time consuming consequences are the same people struggle with today 60 years later.

San Francisco Coffee House Case Essay

1. Should Tensek and Pacek cerebrate franchising in all over organic proceeds? Do a soft cost- derive Analysis. (4 Points)In regards to whether Tensek and Pacek should consider franchising over growing redundant employment locations organically, there be many factors that the check essential restoration into measure. Whether they choose to expand employ a franchising or organic approach, there be major(ip) costs and benefits that allow dramatically make a motion San Fransisco Coffee House.First, the high society must piss into personal line of credit relationship the costs associated with expanding the caller organically.Opening and starting some any agate line requires an individual to happen a substantial amount of capital. Although the first location was a success and gained regional nonoriety, the geminate would substantiate to put on the line their decl ar m hotshoty to fund the venture. This particular coronation funds includes financing the purc hases of equipment, sign supplies, and furnishing the location. The couple spent an initial 40,000 euros as their start up capital, and would be otiose to spend less on superfluous locations, as the upcountry and ambience it give ups argon perhaps the nigh important characteristics of the job. The design process would require an investment of important meter and money.In appendix to the valuable number of hours that would be spent finding a location with a reasonable monthly letting cost, Tensek and Pacek would in interchangeable manner be required to discover a location that would provide them rag to their target demographics, (students and businessmen). For all(prenominal) supernumerary location, the couple would equivalently be liable for hiring and training new staff members. This task would excessively require the couple to establish a paysheet and benefits plan for new team members.The benefits of expanding the business organically include some(prenomina l) major items. If SFCH chooses to expand organically, the company forget piss a much easier time controlling the image and publicity of the business. The couple entrust guard the ability to handpick and train employees using the utile techniques they used at their precious location. Pacek and Tensek will alsobe able to decorate the vital interiors of additional locations. These techniques will ensure that additional locations will provide the excellent customer service and the casual Ameri dismiss ambience that the initial location provided.Opening their own additional locations would also allow the couple to conduct all of the earnings, as opposed to sharing the winnings with a exemptione. The Croatian economy is more pitch towards entrepreneurs opening their own businesses. If the couple is able to vacate franchising and expand organically, topical anaesthetic banks would be more accustomed to authorityly provide SFCH with financing.Croatian franchising has many po tential barriers to gateway. The countrys economic and political landscapes select continued to evolve over the past hardly a(prenominal) decades however, the country is still developing. Due to the developing kingdom of the country, no true franchising well-grounded system has been practice into place. If SFCH chooses to set about franchising, the company might be accede to legislative changes which could potentially negatively impact the monetary situation of the company. SFCH must also take into account the public view of franchising in Croatia.Due to the small population and limited number of franchises in the country, franchising is not a well known practice in Croatia. Not just now is the general public misinformed nearly franchising, local banks have virtually no correspondence of the practice. This situation limits the number of people who might be arouse in potentially purchasing a franchise of SFCH and also decreases the likelihood of a Croatian bank providin g a franchisee with a loan.There are a number of benefits SFCH would receive if the company pick out to begin franchising. SFCH would be able to utilize the Croatian Franchising Association as a resource to access potential franchisees. Franchising would require much less of a financial investment and would not require as much of a time commitment from the couple as organically growing the company one enclose at a time. This strategy would also allow the company to collect royalties while only having to provide advertising, the use of the company name, use of the company infrastructure and perhaps assistance with trainingand interior design strategies. Increasing the number of locations will additionally build brand awareness, as well as establish a stronghold on the untapped Croatian coffee bean foodstuff. SFCH will also benefit from the first mover advantages.Once Croatia pictures the European Union, major coffee companies will undoubtedly try to enter the market. SFCHs st ronghold on the Ameri female genital organ-Style coffeehouse market will prove itself to be extremely valuable. Additionally, Tensek and Pacek would have a lot less risk if they were to franchise their business rather than open an additional descent themselves. Typically with a franchise the risk is on the part of the franchisee and not the owners of the whole company. It is up to the owner of the specific franchise to take the major risk to get the location going.After reviewing the costs and benefits associated with both organically growing the company, as well as franchising, it is apparent that SFCH would be wise to begin franchising. The inauguration costs associated with opening one additional store at a time, as well as the time it would cost the company clearly indicates that organically growing the company is an unwise decision. Though it seems Croatians foolt quite grasp the concept of franchising, the affirmatory numbers in exhibit 4 and 5 indicate that franchising wi ll most likely take off in the near future. The potential growth and revenues franchising would provide clearly outweigh the potential barriers to entry SFCH would have to overcome.2. What adjustments would they need to make for franchising in the Croatian context? (1.5 Points)Croatias eventual entry into the European Union allows SFCH to prepare for the legal changes and repercussions that will make out once Croatia is admitted. It would be wise for the couple to consider the potential competitors this change might bring to the country, as well as the EUs form _or_ system of government regarding franchises. There is the potential that once SFCH begins their franchising that other jacket competitors such as Starbucks will take pecker and enter the Croatian market as well. some other item SFCH must address is the lack of individuals interested infranchises. Although there is little the company nates do to change the public understanding of franchising, SFCH kitty utilize the Cr oatian Franchising Association as a resource for finding potential franchisees. The Association offers several tools that help expanding companies connect with potential franchisees. SFCH has the potential to maneuver campaigns through their business to educate potential entrepreneurs on the benefits of franchising. According to exhibit 6 they already have a decent budget for marketing activities. Tensek and Pacek could use some of this money, or additional funds to induce marketing campaigns around educating people on franchising, specifically with SFCH.SFCH should also partner with an international entity to receive all of the tax benefits the Croatian government offers to international businesses direct within Croatia. Since there is no minimum dowery of ownership required to receive the benefits, SFCH could offer a minimal constituent of ownership to an international partner with a competitive advantage the business could use.3. How could they cling to their intellectual property and business format know-how? (1.5 Points)In order to ensure franchisees are operating in a manner that the company requires, SFCH should seek legal advice and draw up contracts. These documents should include how the image, logo and shibboleth of SFCH should be used, what royalties are to be paid to the business and how the business should operate in general. In addition to this agreement, the company should trademark the logos, slogans and name of the company in Croatia, and after they partner with an international entity, register their business devices through the World Intellectual Property Organization.SFCH bottom of the inning also turn to various other business organizations including the EU. These organizations often offer guidelines or resources for entrepreneurs. By using internet resources Tensek and Pacek have access to many informational formats that can give them information on how to outline their practices.4. How could they deal of local imitators? What would happen if Starbucks or other major coffee chains entered the market? (1.5 Points)If the company elects to begin franchising, the company will expand much more quickly than if it had chosen to expand organically. This expansion will provide SFCH with the first mover advantage. Even if local companies, or large coffee chains elbow grease to enter the Croatian market, SFCH will have already absorbed most of the Croatian consumers. If large coffee chains enter the market and begin to take away from SFCHs market share, the couple must determine what marketing, menu, and overall changes should be made in order to mitigate the chains Croatian success. It is also important to remember that small businesses can work amongst large corporations. A heavy(p) deterrent example of this is all the local coffee stocks in sodium chloride Lake City that are profiting alongside the many Starbucks locations that are in the city as well.In addition to having the first mover advantage, the comp any will have already established national and world trademarks. These trademarks defend SFCH from blatant imitators and local coffee shop rivals.5. How could they construct the biggest and most successful coffee house nationwide? (1.5 Points)In addition to the previously discussed changes SFCH should integrate into their business model, the company should also begin serving enceinte beverages. This change will enable the company to contend local coffee shops while gaining a percentage of the nightlife market. Croatian coffee shops are known to wait on intoxicant, however, SFCH has not attempted to enter this market. This change will provide the company with additional revenues while taking advantage of an alcohol-friendly market. Exposure to nightlife locals could also potentially relegate the SFCH to coffee consumers that did not previously know of the shops existence. The only potential pitfall of incorporating alcohol into the menu, is if the company warps its ambient atmosphere. The shop should not alter its calm, relaxing identity, ratherprovide a cool location where individuals can socialize and enjoy intoxicant beverages.Many of the large corporate coffee shops are so popular because they advertise a lifestyle. Starbucks whitethorn offer similar coffee and pastries at similar prices to other local coffee shops, but what sets them apart(predicate) is that they are part of a collective idea. When psyche has a starbucks cup and sees another person with the analogous thing, they may feel as though they are in a group. Starbucks had done a great job at making their customers feel machine-accessible and like they belong to the Starbucks family. SFCH would benefit by additional marketing to make their customers feel like they are part of the San Francisco Coffee House family, much like Starbucks has done. This is something that can be achieved through marketing and will only get stronger through continued growth.