Britishness means different things to different people. Discuss Essay

Britishness implies various things to various individuals. Examine - Essay Example ish; one held by preservationists that alludes to a ‘ahistorical essence’ (p32) and one utilized all the more normally by those of liberal personalities, which alludes to certain ‘qualities’ that ‘most British individuals should partake in common’ (p32). Parekh (2009) additionally contends that huge numbers of the verifiable markers of both of those two perspectives have vanished inside the most recent couple of decades, and have been refreshed to reflect changing sorts of network and contrasts in legacy. This changing ethnic scene is maybe very regularly overlooked, notwithstanding Britain’s multicultural legacy, prompting certain demonstrations of xenophobia. It can likewise be contended, maybe, that this xenophobia and elevating in British character that happened after the Second World War can be viewed as bogus, or arranged on lousy establishments. Numerous scientists, for instance, totally dismiss the thought of ethnicity and separate races (Baumann, 1996). This recommends the thought of being British has little to do with legacy, and more to do with the qualities, humors and social embodiments of the network. Moreover, it may likewise be noticed that Britishness could be utilized to allude to a present status (Parekh,2009) instead of any common authentic past, and hence would incorporate those of South Asian drop who have made the U.K. their home. Obviously, it is doubtful that race and ethnicity can be comprehended as a social build (Baumann, 1996), in which case the inquiries of being a British Asian

Interpersonal Relationship and True Friend Essay

Several thousands, or one million? What number of individuals will we meet in an entire lifetime, and what number of them do we have associations with? Each individual is naturally introduced to a family without their decision, so they attempt to keep a decent connection with all relatives to live cheerfully, however some of the time it very well may be an incident for certain individuals to coexist with relatives. Notwithstanding, we can decide to have great a relationship or not with associates. Ive met with heaps of individuals, once in a while I don’t find the opportunity to present myself, some of the time I made some great memories with them, Sometimes I was frustrated by their conduct, and chose to bid farewell until the end of time. There are numerous qualities that decide if an individual is a companion or colleague. Thinking about my encounters, there are three kinds of colleagues: genuine companions, ex-companions, and transitory associates. I accept for an individual to be viewed as a genuine companion they should be reliable and faithful. Somebody whom will consistently stay close by through various challenges and would not sell you out. A genuine companion should be reasonable, mindful, and adoring. A genuine companion is somebody who can make you grin or chuckle; an individual that will satisfy you when you are tragic. Nonetheless, a genuine companion should be straightforward and must have the option to come clean with you regardless of whether it isn’t charming to hear. A genuine companion should have the option to reveal to you something that you might not have any desire to hear. Simultaneously, a genuine companion should be somebody who wont attempt to change the manner in which an individual is and should have the option to acknowledge various characters and qualities. A genuine companion must realize that it is extremely difficult to pick up trust; be that as it may. it is anything but difficult to lose it. Individuals may state that an existence without a genuine companion is no life by any means. Then again there are individuals who I can’t state are companions any longer, so I think of them as ex-companions. I was once near them in light of good occasions, humor, early introduction, or comparable interests, yet later discovered they utilized me, lied, and were childish. I in some cases felt angry, and acknowledged I would be wise to

Personal Statement for Applying University of California

For Applying University of California - Personal Statement Example I consider wandering into any movement that develops my crucial characteristics as a business market analyst. The exercises and characteristics that are shown by this record show the level of compatibility of my profession. I built up an especially solid enthusiasm for Business Economics which I settled on a choice to study during my further training. Conceived in a working class family where my folks assembled a great deal of exertion to raise me up, I immediately derived the requirement for fund from this experience. As it is stated, need is the mother of creation, thus I got intrigued by financial matters. My father’s lacking information and abilities in monetary control were my soonest signs to seek after financial aspects to proficient level. He maintained an independent venture for selling design garments, nourishment industrial facility †selling pan fried flour sticks and flame broiled potatoes. His venture performed ineffectively in the securities exchanges during the budgetary emergency (downturn). At that point his venture flopped absolutely not long after. Key information learnt here was about microeconomics and macroeconomics. I figured out how the restricted information on these fields affected adversely my father’s speculations. ... I additionally functioned as an Exhibition advertiser at Adecco Company where I figured out how culture influences the purchasing behaviors. I created solid interchanges aptitudes during my work as a display advertiser. Before I joined the Adecco Company, I had gone for an entry level position at China Resource Vanguard Co. Ltd where I did database building and the executives while likewise doing research for the market. Preceding Adecco Company, I took an interest in a few volunteer works while at Anza College; I volunteer for International Student Volunteer (ISV) where I helped and advised senior understudies. I learnt, by managing the understudies, the abilities of associating with individuals both of my age and my seniors. I chipped in for Red Cross where I helped in planting of trees in the green society venture and in pressing nourishment and different materials for the requirements. As a volunteer in running for a Concession Stand in Flea in Flea Market at De Ana College, I to ok in the aptitudes of being a pioneer, arranging and overseeing collaboration. At St. Joan of Arc Secondary School, I elected to show the debilitation to do simple occupations. I additionally took an interest in offering pads for volunteer associations to raise reserves. At St. Joan of Arc Secondary School, I elected to show youngsters in the immature nation to learn Basic English and Chinese. What's more, I advised senior residents about fund, lodging and day by day life. I have partaken in a few understudy associations and exercises. Initially, at De Anza College, I partook in the President of Japanese Cultural Club (JCC) with loads of intrigue. I found out about Japanese culture, I was an individual from olympic style sports varsity for sports exercises; an individual from culturally diverse accomplices (CCP)

Coca-Cola Company - Marketing Research Assignment Paper - 2750 Words

Coca-Cola Company - Marketing Research Assignment Paper (Other (Not Listed) Sample) Content: Coca-Cola CompanyStudents nameInstitutional AffiliationExecutive SummaryThis report has been set up by virtue of understanding of statistical analysis tools, provisions, and multinational associations, impacts of macroeconomic factors on multinational associations and assessment of effects of worldwide financial strategies on local and worldwide welfare. It outlines the history and current circumstance of the Coca-Cola Company comprehensive and locally. The underlying section of the audit takes us through the present circumstance of the refreshments business and Coca-Cola Company all aroundThe report contains a concise introduction of the Coca-Cola Company and point by point viewpoint of the assignments, which have been endeavored to look at the market of Coca-Cola i.e. we have performed Competitive, Porter's five powers display examination of Coca-Cola Company. We have in like manner given a short depiction of Trends and Forces that are impacting Coca-Cola Company al l around.The essential goals of this venture are to look at and consider in gainful way the present position of Coca-Cola Company. The audit furthermore intends to perform Market Analysis of Coca-Cola Company and find differing parts affecting the improvement of Coca-Cola Company. Another objective of the survey was to perform Competitive examination between Coca-Cola and its opponents. Beside these goals this survey is in like manner prompted to understand the customer slants towards diverse Coca-Cola items. IntroductionCoca-Cola, the product that has given the world its best known taste was begun in Atlanta, Georgia, May 8, 1886. Coca-Cola Company is the world's leading producer, publicist and distributer of non-alcoholic refreshments and syrups, where 400 beverages brands were usually produced. It distributes drinks concentrated and syrups to packaging and canning chiefs, sellers, wellspring wholesalers. Packed and canned sodas pops and moreover syrups and not-prepared to-drink p owder items are what the Company's refreshments products. Despite this, it in this manner in which the company makes and promotes sports refreshments, tea, and coffee. The Coca-Cola Company began developing its overall framework in the 1920s. By and by working in more than 200 countries and conveying very nearly 400 brands, the Coca-Cola structure has viably associated a fundamental condition on overall scale (Armus S., 2005).The Coca-Cola Company and its preparation of bottlers contain the most refined and phenomenal manufacture and flow system on the planet. More than anything, that system is committed to people working long and hard to offer the things delivered by the Company. This stand-out general system has made the Coca-Cola Company the world's central pop wander.The association goes for extending shareowners regard after some time. It completes this by working with its business accessories to pass on satisfaction and regard to clients through a general course of action of c ommon brands and organizations, in this way growing brand an incentive on an overall commence. They run for managing their business well with people who obviously are centered on the Company values and culture and giving a reasonable controlled environment, to meet business destinations and objective. The partners of the association commonly accept obligation to ensure consistence with structure of policies and guarantee the association's focal points and resources while confining business possibilitiesProblems that Coca-Cola is experiencingLow-calorie cola executionObesity have become a major concern in the world which have made governments over the globe and media publicizing sugar content in soda pops has gone under lengthened examination. While the Coca-Cola Co. has effectively grown low and zero calorie drinks that are best positioned marks in their particular classes, the general classification is pallid in the US, reflecting worries over option sweeteners.Safety and health dr ifts inside the soda pop sortingCoca-Cola as of now has an extensive variety of juice brands and waters that could be titleholders for the organization, however they should proceed to create and improve with new safety and health edges inside its brands. A key development zone could be practical and caffeinated drinks.Manufacture of other drink sorts in addition carbonatesAs the major producer of carbonates they have been supplying the market but people in general weight to decrease sugar utilization through soda pops will stay high. Coke should grow offers of different refreshments and differences its sodas classification portfolio, including useful drinks and dairy.Porters five forces model analysisHere are the analysis of Porters Five Forces of The Coca-Cola Company with respect to its products:Risk of New Competitors/Potential Entrants: Medium Pressure * Entry boundaries are moderately low for the refreshment business: there is no buyer trading expense and zero investment cost. * Coca-Cola is seen as a drink as well as a brand. It has held an extremely critical piece of the pie for quite a while and close clients are not prone to attempt another brand (Chang et al, 1995).Risk of Substitute Products: Medium to High weight * There are numerous sorts of caffeinated drink s/pop/juice items in the market. Coca-Cola doesn't generally have a completely one of a kind flavor. In a visually diminished trial, individuals can't differentiate between Coca-Cola and Pepsi (Chang et al, 1995).The negotiating Influence of Buyers: Little burden * Coca-Cola feels less influence from singular purchaser * Huge venders, as Wal-Mart, have managing power therefore of the limitless demand sum, yet the wheeling and dealing power is diminished accordingly of the end purchaser stamp unwavering quality.The Brokering Command of Suppliers: Low weight * The principle elements for soda pop incorporate carbonated water, phosphoric corrosive, sweetener, and caffeine. The providers are not f ocused or separated. * With comparison with other competitors, Coca-Cola is the biggest producer of cokeCompetition among Existing Firms: Great Stress * Presently, the principal competitor is Pepsi which in like manner has a broad assortment of refreshment things under its picture. Of other producers, Coca-Cola and Pepsi are the popular carbonated beverages producers and submitted emphatically to supporting public showcasing events and activit...

Strategies for Acing a Multiple Choice Test

We all have to study and take a multiple choice test at some point in our lives. Since these tests are so prevalent, its important to have a few strategies under our belts when we sit for the exams. Read below, because these multiple choice test tips are sure to help you get the score you need on whatever exam youre taking next. Multiple Choice Strategies Read the question while covering up the answer choices. Come up with an answer in your head, and then check to see if it’s one of the choices listed. Use a process of elimination to get rid of as many wrong choices as you can before answering a question. Wrong answers are often easier to find. Look for extremes like never only or â€Å"always. Look for opposites like a substitution of –1 for 1. Look for similarities like conjunctive for subjunctive. Those could be distractors.Physically cross off wrong answer choices so you are not tempted to go back at the end of the test and change your answer. Why? You will read more about trusting your gut in a minute.Read ALL the choices. The right answer may be the one you keep skipping. Many students, in an attempt to move quickly through the test, tend to skim answer choices instead of reading them thoroughly. Do not make that mistake!Cross off any answer that does not fit grammatically with the question on your multiple choice test. If the test blank is looking for a singular noun, for instance, then any question choice displaying a plural noun will be incorrect. If you struggle t o figure it out, then plug the answer choices into the problem to see if it works.  Take an educated guess if there is no guessing penalty like there used to be on the SAT. You will always get the answer wrong by skipping it. You at least have a shot if you answer the question.Look for wordy answers. Unless you’re taking a standardized test, the correct answer is often the choice with the most information. Teachers often have to put as much info down as possible to make sure the answer choice can’t be disputed.Remember that you’re looking for the best answer. Often, more than one answer choice will be technically correct on a  multiple choice test. So, you have to choose which one fits best  with the stem and in the context of the reading passage or test.Use your test booklet or scratch paper. It often helps to write as your work, so write down formulas and equations, solve math problems, outline, paraphrase and underline to help you read. Use the scratch paper to help you work things out logically.Pace yourself. If you get stuck on a question, circle it and move on. Come back at the end of the test so you don’t waste precious time on something you may not get right anyway.Trust your gut. Definitely go back through your test to make sure you’ve answered everything, but keep your answers the same unless you’ve discovered new information in a later part of the test to disprove your answer. Click the link for more details about this strategy!

Case Study BP and the Gulf of Mexico Oil Spill - 3602 Words

Table of Contents Question 1 ............................................................................................................................................................2 Do you agree with Tony Hayward’s quote at the end of the case? .................................................................2 Was this disaster strictly a BP failure or an industry accident?........................................................................2 What factors affect the competitive environment of the oil industry? ...........................................................2 Question 2†¦show more content†¦The Deepwater Horizon rig explosion, from the extensive evidence of correspondence and accounts of involved persons, puts the fault primarily on the decisions made by BP and its partners on the deepwater rig. While loose regulatory policies and widely-accepted industry practices allowed for this accident to happen, the decisions made by BP and to some extent by Transocean and Halliburton, were the main reason for the explosion. As the National Commission report put it: â€Å"The immediate causes of the Macondo well blowout can be traced to a series of identifiable mistakes made by BP, Halliburton, and Transocean† and â€Å"The decisions made by these companies reveal systemic failures in risk management raising questions about the safety culture of the industry.† (â€Å"Deep Water Summary To President,† n.d.) What factors affect the competitive environment of the oil industry? To understand the factors that affect the competitive environment of the oil industry, a useful framework would be a PESTLE analysis. The factors that affect the competitive environment of the oil industry are outlined in the table below: Page 2 of 9 Table 1: PESTLE Analysis PESTLE Analysis (â€Å"Top 20 Risk Factors Facing the Oil Gas Industry - Energy Digital,† n.d.) Political Increased regulation following the DeepwaterShow MoreRelatedBp And The Gulf Of Mexico Oil Spill Case Study3246 Words   |  13 Pages BP and the Gulf of Mexico Oil Spill Case Study Tamatha French Management 6000 Hawaii Pacific University â€Æ' Introduction and Background On April 20, 2010, the petroleum industry suffered the largest maritime disaster oil spill in its history known as the Deepwater Horizon oil spill. The Deepwater Horizon oil rig that had been working on a well for BP in the Gulf exploded and went up in flames. 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Digital Communication Strategy-Free-Samples-Myassignmenthelp.com

Question: Write a report on Digital Business Communication and Its Implementation. Answer: Digital Communication Strategy and Its Implementation Strategies in business communication vary from one organization to the other. Contemporary firms thrive because of business communication. This proposal presents a digital communication plan for a marketing department in a multinational corporation. It highlights the pros and cons of each external communication, which targets consumers. The agenda for the plan is to increase sales, improve efficiency in the marketing department and create a positive corporate brand(Kaplan Haenlein, 2011). In doing so, the proposal stipulates that the strategy shall lead to customer satisfaction as well as the fulfilment of the organizations CSR practices. The proposal covers an integrative strategy that captures organizational strategies in the local and global market environment. It includes social media platforms, mobile communication, direct marketing and affiliate marketing. Multimedia advertising in the digital world today features videos, images, web content, chats, and events among others. It provides a platform for communication mix covering advertising, personal interaction, Public relations, discount promotion, direct marketing and events. This proposal discusses digital marketing functions namely: Direct Marketing via emails Networking through social media Product promotion through website Brand awareness through Youtube Sales improvement through mobile communication Background of the organization Cadbury UK has been selling chocolates for over 200 years. The British brand has obtained global status to become the second largest in the confectionery industry. It has a variety of marketing communication strategies, which start from its packaging to digital communication. Using digital communication is effective because it caters for the multicultural and multilevel needs that Cadbury possesses. Direct Marketing via emails Emails are great for official communication. Today, brands use this media to inform new and loyal customers about new products, events and planned activities. This approach builds customer loyalty, gives direct contact and personalised response. However, this has challenges in privacy and it limits access to more consumers. Networking through social media Social media communication provides for brand awareness and business networking through various links. Its objective is to influence consumer choices(Lee Kotler, 2011). New brands have an opportunity to communicate their services from reputable brands to a multitude. Affiliate marketing links connects businesses to consumers through recommendations. Sharing and connecting businesses also give consumers a chance to give feedback. Cadburys UK has customer review segments where the users give their views on its products. Its website connects to Facebook, Twitter, Instagram and email portals. However, it is prone to attack from malicious competitors. Product promotion through websites Cadbury has personalised chocolates segment of its web page is attractive(Cadbury, 2017). It encourages customer participation in the creative development of the products. The platform connects customers to sales and nutritional informations for value addition. It is disadvantageous because of the costs, cybercrime and bad publicity. Brand awareness through Youtube Cadbury uses Youtube to share recipes and confectionery ideas to its clients. Customers can also learn about the brand history from its videos. This connects the brand to customers in foreign locations like Africa and Asia where the chocolate culture is different. Although it is a good way of sharing brand information, it is also less credible and the system faces risks of content manipulation. Sales improvement through mobile communication Telephone communication is one of the direct marketing tactics. In the digital era, mobile advertising is convenient because the brand is able to deliver products within a location. This improves sales as customers purchase and place delivery requests for friends and family. The table below shows a 12-week plan for the marketing strategy Digital Communication Approach Objective Expected Outcome Timeline Social Media Customer experience Customer interaction/loyalty Brand awareness Week 1 Emails Direct marketing Business to business communication Week 2 Mobile communication Target marketing Market research Week 4 Website Networking B2B Week 6 You Tube PR Brand information Week 8 Sales Promotions Sales promotions Increased sales Week 12 Figure 1: Digital marketing time plan Therefore, the integrated approach may require many activities for different functions but there is proof of its success(Kim Ko, 2012). Digital marketing improves the customer perception because it communicates the brand elements using a creative and affordable model. It also facilitates for feedback from the consumer, competitors and stakeholders. Digital Communication Strategy for Cadburys Marketing Unit Introduction Digital marketing communication approaches forms part of strategic planning in business(Chaffey, 2017). The most important aspect of digital communication is its effect in achieving the stipulated objectives. Complex organizations like the Multi-National Corporations need an integrated approach that is able to capture all its activities. The McKinsey 7S model formulates its plan using Strategy, Skills, Staff, Structure, Systems, Shared Values and Style(Drew, 2014). These form the structural basis for this digital marketing communication strategy. This method is ideal because it copes with the dynamism of the business environment. Technology solutions provide innovative solutions that change with times. The cost factor is also important for Cadbury because offline advertising strategies like print and TV cost billions of dollars. Electronic communication in marketing is also specific and suitable for the target market. An effective, reliable and affordable method facilitates for chang e management and it keeps the brand ahead of its competition. Shramms Model of communication integrates the types of communication across Cadbury multinational set up giving the brand and consumers a chance to interact in circular communication(Businesstopia, 2017). It encourages mass communication through multimedia platforms. Business brands like Cadbury also find digital media resourceful because of analytics and consumer research. However, the challenge with digital communication is in the market environment where competition is rife. Digital Business Communication and Mckinsey Model Customer experience is at the center stage of the multilevel digital communication. The adoption of strategy in digital communication remains focused on the customer. For example when Cadbury has a new product arising from its constant innovation, it needs a digital marketing plan, which seeks to fulfill the customer satisfaction agenda. Coordinating the social media, direct marketing and promotional discounts facilitate for the customer interaction(Eldelman Heller, 2015). In order for the digital marketing process to succeed, proper communication structures must be in place. The figure below gives an example. Figure 2: Mckinsey Model as the structural framework for implementation Customer experience In this segment, the multichannel experience used by Cadbury includes social media platforms for a wider experience. Customers who like sharing photos can access images of Cadbury products and creative recipes on Instagram. The twitter platform connects the brand to both consumers and competitor brands and Facebook customers can associate with the brand through likes and followership. This enhances brand loyalty while capturing the attention of new customers(Kim Ko, 2012). Some of the challenges that the brand should expect to face include malicious mudslings, content manipulation by competitors and difficulty managing open ideas(Macnamara Zerfass, 2012). Product and Service Innovation The website is an idea place to introduce a new product because it connects to other platforms including emails, social media and affiliates. Creativity in the food industry is because of competition. Cadburys constant innovation calls for regular communication with the consumer hence the need for a reliable approach(Beske, et al., 2014). The internet links easily go viral to spread new information within the shortest time. A successful launch with videos, images and written content shared across the globe bears more fruit for the organization. Sales and marketing and Distribution The best communication has an objective of bearing much fruit in returns and it saves time. Digital communication is cheaper for both customers and internal needs. However, its execution determines the success factors. Websites, emails, and mobile tools have a fast mode of relaying information to the stakeholders. When it comes to marketing, these provide target communication. The use of attractive images, color, graphics and content attracts the right kind of consumers. Sales promotions done by Cadbury are ideal for the business-to-consumer functions. Cadbury as a producer also has business-to-business interactions with the distributors. Communication in this case may have less colorful content but detailed written information(Swani, et al., 2014). Figure 3: Cadbury B2B advertising for retail stores (adopted from, (Corry, 2014) Risk Optimization and Corporate Control E-commerce has risks that digital communication has a risk optimization plan in which it gives customers insights on products. Any issue of concern about Cadbury as a brand requires positive PR to counter the negative PR. Its presence on Pinterest and Google Plus gives more support to the functions and activities of the organization such as mergers, acquisitions and new products(Moeller, 2012). Digital communication in risk management comes in handy during the planning stage, management and response(Coombs, 2014). E-networks provide an opportunity for Cadbury to reveal its intention as a PR strategy. This is necessary when the brand seeks to heighten customer expectation, counter competitor actions, or clarify concerns about its products or brand image. Conclusion Brand communication is part of an organizations internal strategies. Cadbury is a cross-national brand with a high reputation across the globe. Part of its success is due to effective management of its processes. Digital communication is a best practice that modern organizations such as Cadbury use for different reasons. Each digital tool used for communicating with stakeholders has its pros and cons. Most consumers interact on social media for fun and sharing information but brands take advantage of then traffic online for business. Cadbury has plans for communicating with consumers and distribution points. The choice of communication plan considers the cost, and design of the strategy. Constant innovation of Cadbury products imply that the brand needs to update the consumer on what is new and what is old. The use of appropriate systems delivers the message effectively. Bibliography Beske, P., Land, A. Seuring, S., 2014. Sustainable supply chain management practices and dynamic capabilities in the food industry: A critical analysis of the literature. INternational Journal of Production Economics, Volume 152, pp. 131-143. Businesstopia, 2017. Shramm's Model of Communication. [Online] Available at: https://www.businesstopia.net/communication/schramms-model-communication [Accessed 15 August 2017]. Cadbury, U., 2017. Cadbury Gifts Direct. [Online] Available at: https://www.cadburygiftsdirect.co.uk/personalise [Accessed 16 August 2017]. Chaffey, D., 2017. Using a digital plan to support digital transformation. [Online] Available at: https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-reasons-for-digital-marketing-strategy/ [Accessed 16 August 2017]. Coombs, W., 2014. Ongoing crisis communication: Planning, managing and responding. s.l.:Sage. Corry, W., 2014. In-store promotional campaign/ 'unwrap joy' with cadbury and RPM. Marketing Blog, 24 November. Drew, 2014. McKinsey's 6 ways is being reshaped by digital. [Online] Available at: https://battenhall.net/blog/mckinseys-6-ways-business-reshaped-digital/ [Accessed 16 August 2017]. Eldelman, D. Heller, J., 2015. How digital marketing operations can transform business. Marketing and Strategy, July. Eldman, D., 2017. How to get value from digital marketing. [Online] Available at: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/four-ways-to-get-more-value-from-digital-marketing [Accessed 16 August 2017]. Kaplan, A. Haenlein, M., 2011. Two hearts in three quarer time: How to waltz the social media/viral marketig dance. Business Horizons, 54(3), pp. 253-263. Kim, A. Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp. 1480-1486. Kim, A. Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand.. Journal of Business Research, 65(10), pp. 1480-1486. Lee, N. R. Kotler, P., 2011. Social marketing: Influencing behaviors for good. s.l.:Sage. Macnamara, J. Zerfass, A., 2012. Social media communication in organizations: The Challenges of balancing openness, strategy, and management. International Journal of Strategic Communication, 6(4), pp. 287-308. Moeller, S., 2012. Case Study: Krafts takeover of Cadbury. Financial Times, 9 January. Swani, K., Brown, B. Milne, G., 2014. Should tweets differ for B2B and B2C?. Industrial marketing Management, 43(5), pp. 873-881.