Organisational behaviour and performance Essay Example | Topics and Well Written Essays - 1500 words

Organisational behaviour and performance - Essay Example As a leader, he /she should be able to influence the conduct and behavior of the team members to the interest of the organization. According to Impact Achievement group (2011), the main resource that any manager should have to manage the performance of other junior workers or employees is their influence and time. Influence is the ability to motivate the employees in the company by use of power. The potential of the person to influence is the social power. Moreover, social power is the resources or the ability that enables a manager to create commitment and compliance from others (Gareth, 2012). The paper reviews how managers can use power and politics to help them in achieving the objective of the organization. According to Steven (2012), power is a means of facilitating the managers to achieve goals and is the capacity of the manager to influence decisions and actions of the work. Managers use power as a way of influencing the subordinates to attain the objectives of the company. In other words, it is a means of getting things done through other people. In the article of the National Defense University (2013), the two main sources of power mostly used by the managers are the position power and personal power. In many formal settings, there are laid down structures on how power flows as per the positions held. The manager or the holder of the position receives or access power based on his or her position in the hierarchy of the organization. Such power is called legitimate power (Impact Achievement group, 2011). Unlike the other forms of power, which the manager can use to achieve the objective of the company in increasing the market share of the company, legitimate power has authority and is universally accepted by everyone in the company (Meyer, 2005). The manager as the team leader is given the power to influence performance. In achievement of the company objectives, to increase the market share of the company,

QI Initiative On Reducing Nosocomial Infections In Wards Essay

QI Initiative On Reducing Nosocomial Infections In Wards - Essay Example NHSN is a public health surveillance system that Centers for Disease Control and Prevention (CDC) supports for its healthcare-associated infection (HAI) prevention program (Dudeck, et al, 2013). Standardized Infection Ratio (SIR) is the National metric used to make comparisons of an observed number of nosocomial infections in the entire US during a particular period with the national baseline experiences. For instance, the 5 year National Prevention Target which ends in 2013 stands at a 50% reduction in Central Line-Associated Bloodstream Infection (CLBSI) in both intensive care unit (ICU) and wards located patients. This figure translates to a National Standardized Infection Ratio (SIR) for CLABSI=0.5. In other words, the national benchmark for nosocomial infections is SIR=0.5 as at 2013. It is noteworthy that SIR is often adjusted based on a number of the predictor of CLABSI, which include teaching status, location type, central line utilization, and bedside. The SIR data is vital in the sense that it indicates whether the infection rate is better, worse, or at the national benchmark. ... After exclamations about the fate of the large patient population who were seen to be ailing frequently from infections, the issue was finally brought to the attention of the top managers of the organization as well as clinicians. There was a final consensus among all the stakeholders that the rate of infections was too high and thus the need for immediate response to contain the situation and finally bring the rates below average numbers. The problem of hospital-acquired infection looks solvable though it remains a nagging problem not only to Clinix but also to most hospitals across the globe. Nosomica infections are undoubtedly a major burden on all of us. They claim the significant number of lives as well as a large amount of money. A large number of patients succumb to such nosocomial infections from time to time and our management team did not want our cherished clients to form part of that unfortunate statistics. The infection rate of SIR=2.9 was alarming for the stakeholders a nd as such, the entire management team felt the entrenched need to reduce infection rates in the wards making it a priority for the organization. According to the previous rates recorded by the organization concerning Nosocomial infections, the past two years have recorded the highest infection rates, which stood at SIR=2.1 and 2.4 respectively. In fact, there was great concern that if this issue is not addressed in good time then there was the likelihood of higher prevalence in the future.  Ã‚  

Future Scope of Image Processing

Future Scope of Image Processing Imaging can be defined as the representation of an objects external form. That definition no longer holds true. More information within an image can be considered. Fluorescent tags, mechanical-biological parameters, internal structures are some of the recent additions. Fabrication while imaging and the characterization of materials as yet undefined can also be part of imaging. The extremely small images can be measured in nanometers also. Future imaging systems are expected to be less expensive. They will have to be easier to use. There are various types of imaging systems such as those used for chemical, optical, thermal, medical and molecular imaging. The use of scanning techniques and statistical analyses for image analysis are needed to extract valid image values. The satellite applications programs of the future will be based on extensive research in the area of imaging. A number of different sensors will be used in the satellites orbiting the earth. Scientifically useful inform ation will be extracted from these systems. New techniques will be needed to organize and classify the different sets of data obtainable from the orbiting satellites. The future trend in remote sensing will be based on sensors that can record the same scene in many different ways. Graphics data will be important in image processing app1ications. Satellite based imaging for planetary exploration as well as military applications will be the future trend. Biomedical applications, astronomy, and scene analysis for the robotic vehicles are also pertinent areas of future applications of imaging4. Adaptive search of large image data bases will become the norms, since video and graphics data will be available from a variety of sensors developed for remote sensing applications of satellite systems. The design and coordination of microscopy imaging techniques for research in molecular biology is gaining importance. KEY WORDS: future paradigm for imaging techniques, cellular neural network for imaging techniques, Advances in image processing and artificial intelligence, improved sensors for satellite imaging, ultrasound imaging, digital image processing, document and medical imaging, remote sensing. INTRODUCTION The advances taking place in broadband wireless devices and in mobile technology used for hand-held devices have several applications in the field of image processing. Internet enables acquisition of instant information. Most of this information is designed for visual consumption in the form of text, graphics, and pictures, or integrated multimedia presentations. Image processing essentially means algorithmic enhancement, manipulation, or analysis (also understanding or recognition) of the digital image data. Image processing can be thought of a form of signal processing for which the input is an image, such as photographs or frames of video. The output of image processing can be either an image or a set of characteristics or parameters related to the image. Most image-processing techniques involve treating the image as a two-dimensional signal and applying standard signal-processing techniques to it. The acquisition of images is referred to as imaging. Image Processing deals with im ages which are two-dimensional entities (such as scanned office documents, x-ray films, satellite pictures, etc) captured electronically. The technique of video image processing used to solve problems associated with the real-time road traffic control systems is gaining importance. This has a direct emphasis on the future improvements planned for digital video camera techniques. The nuances of Image Processing and the range of applications in which the technology will be deployed in the future will be of value for planning in this vital area. Image Processing is considered to be one of the most rapidly evolving areas of information technology today, with growing applications in all areas of business. This technology holds the possibility of developing the ultimate machine in the future that would be able to perform the visual functions of human beings. The basis for all kinds of future visual automation is relevant to image processing field. Sophisticated optical sorting systems use image processing to discriminate the colors of an object, thereby visually sorting a product though the use of light sensors. Augmented reality5,7 is a term used for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery, thus creating a mixed reality. The augmentation is conventionally in real-time, such as sports scores on TV during a match. Augmented reality research explores the application of computer-generated imagery in live video streams as a way to expand the real-world. Advanced research includes use of head-mounted displays and virtual retinal displays for visualization purposes, and construction of controlled environments containing any number of sensors and actuators Traffic data collection under mixed traffic conditions is one of the major problems faced by researchers as well as traffic regulatory authorities. There is a growing demand for road traffic data of all kinds. Increasing congestion problems and problems associated with existing detectors created an interest in such new vehicle detection technologies1. But the systems have difficulties with congestion, shadows and lighting transitions. Problems related to image processing application to road traffic are due to the fact that real world images are to be processed in real time. Every image processing technique or algorithm takes an input, an image or a sequence of images and produces an output, which may be a modified image and/or a description of the input image contents. Image Processing extracts information from images and integrates it for several applications. There are several fields in which image processing applications are relevant. Medical imaging, industrial applications, remote sensing, space applications, and military applications are a few examples. IMAGING IN INDUSTRY The applications in industry include fingerprint or retina recognition, processing records of security or traffic cameras. The applications in medicine include ultrasound imaging, magnetic resonance. Stereography is the art of using two almost identical photographs to create a three-dimensional (3D) image. The viewer requires special glasses or a stereoscope to see the 3D image. With modern technology, it has applications in motion picture and television industry. Stereography is a complicated process. Modern stereography uses specialized computer software and camera hardware. Volumetric displays do not require special goggles. The three-dimensional graphics created by this type of display can be viewed from any angle. Each viewer can observe the picture from a different perspective. To create volumetric graphics, a technique called as swept surface volumetric display, which is based on persistence of vision is adopted. Here use of fast-moving lit surfaces creates the illusion of a s olid shape. To display volumetric 3D images there is another option which is called as static volume. No moving parts are used in the visible area of the display. However mirrors and lenses are used to direct a beam of laser light. Very fast pulses of laser light are directed at different points in the air. Persistence of vision gives the illusion of a single solid object. This method is useful for medical diagnosis. A 3D display can show a realistic image of a heart. Architects and builders can visualize a construction project in three dimensions. Future applications include methods of interacting with volumetric displays. Sensors can be used by users to manipulate and adjust the graphics. A camera connected to a display can track an athleteà ¢Ã¢â€š ¬Ã¢â€ž ¢s motions and rotate the images as needed. These types of volumetric interactions can aid in literally reaching out and touching the three dimensional images of kith and kin separated geographically. Bio-medical and other applications2 are possible, wherein model building and rendering can convert 2D image to a 3D image by using the mesh skeleton of a component or an organ. Use of 3D image processing to build realistic models for movies and buildings will also become a reality. 3D image processing requires a mesh object. An image processing program helps in creating lines to build up the mesh skeleton. 3D scanner can also be used to capture the information. The mesh skeleton contains volume and depth information so that a 3D model can be developed. Rendering is used to include colors and textures over the 3D model to make it look realistic. The computer can make use of different 2D screenshots to capture every angle of the model. The user can move the model and it will appear as a 3D image. 3D imaging is a process to render a three-dimensional image on a two-dimensional surface by creating the optical illusion of depth. 3D imaging makes use of two still or motion camera lenses a slight distance apart to photograph a three-dimensional object. The process effectively duplicates the stereoscopic vision of human eyes. The image is reproduced as two flat images that are seen separately, creating a visual illusion of depth. The spot where the left and right images overlap is the point of convergence. As objects in 3D imaging move further from the point of convergence, they appear either closer or further away from the viewer, creating the illusion of depth. Face detection is a computer technology that determines the locations and sizes of human faces in arbitrary (digital) images. It detects facial features and ignores anything else, such as buildings, trees and bodies. Early face-detection algorithms focused on the detection of frontal human faces, whereas newer algorithms attempt to solve the more general and difficult problem of multi-view face detection. It is also used in video surveillance. Some recent digital cameras use face detection for autofocus. The concept of feature detection refers to methods that aim at computing abstractions of image information and making local decisions at every image point whether there is an image feature of a given type at that point or not. Features are used as a starting point for many computer vision algorithms. The desirable property for a feature detector is repeatability. Whether or not the same feature will be detected in two or more different images of the same scene is going to be important. Morphological image processing consists of a set of operators that transform images according to certain characterizations. Mathematical morphology is the field of acquisition and processing of image information starting with simple image modifications using point transforms or linear filters and ending up with sophisticated tools and techniques for the analysis and processing of geometrical structures, based on set theory, lattice theory, topology, and random functions. This area also covers the use of digital image processing techniques to process, analyze and present images obtained from a microscope. Such processing is now commonplace in a number of diverse fields such as medicine, biological research, cancer research, drug testing, metallurgy, etc. A number of manufacturers of microscopes now specifically design the features that allow the microscopes to interface to an image processing system. CONCLUSION A major challenge for automatic image analysis is that the sheer complexity of the visual task which has been mostly ignored by the current approaches. New technological breakthrough in the areas of digital computation and telecommunication has relevance for future applications of image processing1. The satellite imaging and remote sensing applications programs of the future will feature a variety of sensors orbiting the earth. This technology is required for military and other types of surveillance, statistical data collection in the fields of forestry, agriculture, disaster prediction, weather prediction. In order to extract scientifically useful information, it will be necessary to develop techniques to register real-time data recorded by a variety of sensors for various applications3. FUTURE SCOPE The future of image processing will involve scanning the heavens for other intelligent life out in space. Also new intelligent, digital species created entirely by research scientists in various nations of the world will include advances in image processing applications. Due to advances in image processing and related technologies there will be millions and millions of robots in the world in a few decades time, transforming the way the world is managed. Advances in image processing and artificial intelligence6 will involve spoken commands, anticipating the information requirements of governments, translating languages, recognizing and tracking people and things, diagnosing medical conditions, performing surgery, reprogramming defects in human DNA, and automatic driving all forms of transport. With increasing power and sophistication of modern computing, the concept of computation can go beyond the present limits and in future, image processing technology will advance and the visual s ystem of man can be replicated. The future trend in remote sensing will be towards improved sensors that record the same scene in many spectral channels. Graphics data is becoming increasingly important in image processing app1ications. The future image processing applications of satellite based imaging ranges from planetary exploration to surveillance applications. Using large scale homogeneous cellular arrays of simple circuits to perform image processing tasks and to demonstrate pattern-forming phenomena is an emerging topic. The cellular neural network is an implementable alternative to fully connected neural networks and has evolved into a paradigm for future imaging techniques. The usefulness of this technique has applications in the areas of silicon retina, pattern formation, etc.

The Horror of Nuclear Weapons Essay -- Nuclear Weapons Essays

The world trembled when America dropped the atom bombs on Hiroshima and Nagasaki. The world trembled once again years later, but this time to the heavy steps of Godzilla. Along with him came his highly radioactive body leaving trails of radioactive residue. His main abilities were his plasma breath ray, immunity to normal weapons, and great strength. He was created for a horror movie that showed the effect of what worried the Japanese at the time- Nuclear weapons. In the movie, he represents pure evil, destroying everything in his path. He is, however, only a product of mankind, and cannot help that fact. What drew the great beast from the ocean depths? Godzilla was created by H-Bomb testing at Bikini Atoll, 1954. The director of the film was inspired after the radioactive fallout from the test scorched a Japanese fishing vessel, The Lucky Dragon, with deadly effects. They were supposedly in a "safe" zone. Many of its crew were seriously burned and despite intensive medical care, one man on the Lucky Dragon died from radiation sickness. In the Godzilla movie, originally named Gojira, the director ended the movie with a lesson that the American producer cut out. After the failure of conventional arms, a horrible but non-atomic weapon puts an end to Godzilla's wrath, and unlike the Americans and their H-bombs, the Japanese destroy the secret of their super-weapon, saving future generations. Why did they cut that out? Could it have anything to do with the biological weapons testing on Bikini Atoll? At the end of World War II, the United States was granted control over 29 Atolls and five islands that compose the Marshall Islands. At that time, Harry S. Truman decided that the testing of nuclear weapons would be necessary "to de... ...? A man named Kitamura sees Godzilla's message over the years as being very simple: "I think when you look back over time at the bad things that people do to each other, that countries do to each other, and that races do to each other you will see that they are pretty much unchanging. Although Godzilla gets his message across in a very strange way, by destroying everything in sight, basically what he is saying is don't hurt other people, don't do bad things. "I think that people are basically very small beings, and it is because we are small beings that we fight amongst each other. I think, although Godzilla is something we created, in many ways he is much bigger than us. And by looking perhaps at us through his eyes he shows us that we are very small and the things that we are doing are very small." Godzilla is an excellent example of the horror of nuclear bombs.

The Story of an Hour

The Story of an Hour: Discuss three examples AND kinds irony used in â€Å"The Story of an Hour. † Make sure to have one example of verbal irony, one of situational irony, and one of dramatic irony. One example of verbal irony in â€Å"A Story of an Hour† is the last sentence in the story which says â€Å"When the doctors came they said she had died of heart disease—of joy that kills† (DiYanni 41) This is verbal irony because it is written that she died of too much happiness to see her husband, whom she thought was dead, alive. However, it was because she was incredibly distressed to see him. One instance of situational irony in â€Å"The Story of an Hour† is when Mrs. Mallard learns of the death of her husband. At first, she reacts as any person would at the news of losing someone close to them by crying and isolating herself. However her real feelings about her husband’s death are shown later when she thought to herself, â€Å"There would be no one to live for during those coming years; she would live for herself† (40) However this feeling of freedom did not last long. Towards the end of the story her husband appears at the door unharmed. She then realized that she was not free from her unhappy marriage at all. Dramatic irony is also used in â€Å"The Story of an Hour† through Mrs. Mallard's realization that she is free from her husband and with her death. While Mrs. Mallard was alone in her room she realized that she would no longer be bound to her husband but rather free to do whatever she should choose. However, no one else in the story knew this; they all believed that she was very sad and depressed. Josephine, a woman in the house, even thought Mrs. Mallard was making herself sick. She said, â€Å"I beg; open the door—you will make yourself ill† (40) However, Mrs. Mallard was doing quite the opposite by â€Å"drinking in a very elixir of life through that open window† (40). The Story of an Hour The possibilities of freedom for women were unlikely for women living in the late nineteenth century. Women were confined and overpowered by men. Kate Chopin, a women of the late nineteenth century herself, was a writer living within such a society. In â€Å"The Story of an Hour† (1894), Kate Chopin uses elements of settings–windows and door–in order to highlight the possibilities of freedom and the threat of confinement for women in late nineteenth century American society. Chopin uses figurative language of symbols and imagery to conflate the possibility of freedom with the physical setting outside the window. Chopin uses the â€Å"open† window as a symbol to suggest freedom: She juxtaposes the comfortable, roomy armchair with the window to demonstrate Mrs. Mallard's feelings of freedom and comfortability within her own home now that her husband is dead. Mrs. Mallard looks out of her window into the endless opportunities she is now able to dream of:†There stood, facing the open window, a comfortable, roomy armchair†(Chopin  147). She uses the â€Å"tops of the trees† as symbolic imagery to describe how Mrs. Mallard is now feeling free. The spatial relation between Mrs. Mallard and the trees outside is used to suggest that freedom has become more tangible than before: â€Å"She could see in the open square before her house the tops of trees that were all aquiver with the new spring life† (Chopin 147). Chopin uses taste imagery to suggest that Mrs. Mallard has become more aware of her own senses and perception of freedom:†The delicious breath of rain was in the air†(147). Chopin conflates the patches of blue sky–a symbol of hope–to emphasize the unbounded prospects Mrs. Mallard now has facing her. Color imagery is used to suggest positive emotion: â€Å"There were patches of blue sky showing here and there through the clouds that had met and piled one above the other in the west facing her window† (Chopin 148). Chopin uses onomatopoeia–twittering sparrows–to evoke new life. The spatial relation between Mrs. Mallard and the eaves suggests she is closer to freedom and the outside world. â€Å"Countless sparrows were twittering in the eaves† (Chopin 148). The conflation of symbols and imagery with the possibility of freedom suggests Mrs. Mallard is beginning to feel independent as a women in the late nineteenth century. The possibilities of freedom are becoming more of a reality for Mrs. Mallard. Chopin conflates the spatial relation between Mrs. Mallard and the outside world with sensory imagery to make the possibilities of freedom concrete. Chopin conflates the spatial imagery –â€Å"something coming at her†Ã¢â‚¬â€œ between Mrs. Mallard and the  unknown to suggest that freedom is something new to her: â€Å"There was something coming to her and she was waiting for it, fearfully†(148). Chopin uses animal imagery–â€Å"creeping†Ã¢â‚¬â€œ to suggest that freedom, once distant, has now become concrete and close. Sense imagery is used to portray new life: â€Å"She felt it, creeping out of the sky, reaching toward her through the sounds, the scents, the color that filled the air† (Chopin 148). Chopin uses the color of Mrs. Mallards white hands as imagery to conflate and compare with heaven; the unknown. â€Å"She was striving to beat it back with her will–as powerless as her two white slender hands would have been†(148). The reality that Mrs. Mallard is beginning to feel freedom is something she would have never of dreamed for herself as a women living in her time. Chopin begins to manipulate the temporal setting by conflating the past and the present. Chopin is able to manipulate the temporal setting, symbolically, by foreshadowing the future. She conflates the present, new life and freedom, with the future, death: â€Å"She knew that she would weep again when she saw the, kind tender hands folded in death; the face that had never looked save with love upon her, fixed and gray and dead†(Chopin 148). Again, Chopin manipulates the temporal setting by conflating the present, a bitter moment, with Mrs. Mallard’s future freedom: â€Å"But she saw beyond that bitter moment a long procession of years to come that would belong to her absolutely†(148). Chopin juxtaposes the â€Å"open window† with magical medicine, an â€Å"elixir† to portray the remedial feeling of freedom Mrs. Mallard is  experiencing:†She was drinking in a very elixir of life through that open window† (Chopin 149). Chopin manipulates the temporal setting of the present to suggest a positive future for Mrs. Mallard: â€Å"Spring days, and summer days, and all sorts of days that would be her own† (Chopin 149). Chopin conflates Mrs. Mallard’s past feelings of infinite confinement, with her present feelings of everlasting freedom suggesting there may be a long lived future for Mrs. Mallard. â€Å"She breathed a quick prayer that life might be long. It was only yesterday she had thought with a shudder that life might be long†(148). The manipulation of time allows Chopin to takes us into the future where endless possibilities await. Chopin conflates the physical setting–doors–with the possibility of freedom and confinement. Chopin uses the locked door as a metaphor to show that Mrs. Mallard is now in control, something that hasn’t happened before: â€Å"Josephine was kneeling before the closed door with her lips to the key-hold; imploring admission†(149). Chopin juxtaposes the idea that Mrs. Mallard was confined and ill before she was in control of her own confinement with the idea she is getting better at last with newfound freedom: â€Å"Louise, open the door! I beg; open the door–you will make yourself ill†(149). Chopin conflates Mrs. Mallard standing up with the action of opening her own door to demonstrate how the possibility of freedom has given her a newfound confidence: â€Å"She arose at length and opened the door to her sister’s importunities†(149). As the door is opened by a man, Chopin uses the  latchkey as a symbol of confinement to suggest that there is still an inequality between men and women:â€Å"Some one was opening the front door with a latchkey. It was Brently Mallard who had entered†(149). Chopin has brought the reality of confinement and inequality back to life as Mrs. Mallard dies as a women in the late nineteenth century locked in her house. In â€Å"The Story of an Hour† (1894), Kate Chopin uses elements of settings–windows and door–in order to highlight the possibilities of freedom and the threat of confinement for women in late nineteenth century American society. The possibilities of freedom for women were unlikely for women living in the late nineteenth century as women were confined and overpowered by men. The Story of an Hour The Story of an Hour: Discuss three examples AND kinds irony used in â€Å"The Story of an Hour. † Make sure to have one example of verbal irony, one of situational irony, and one of dramatic irony. One example of verbal irony in â€Å"A Story of an Hour† is the last sentence in the story which says â€Å"When the doctors came they said she had died of heart disease—of joy that kills† (DiYanni 41) This is verbal irony because it is written that she died of too much happiness to see her husband, whom she thought was dead, alive. However, it was because she was incredibly distressed to see him. One instance of situational irony in â€Å"The Story of an Hour† is when Mrs. Mallard learns of the death of her husband. At first, she reacts as any person would at the news of losing someone close to them by crying and isolating herself. However her real feelings about her husband’s death are shown later when she thought to herself, â€Å"There would be no one to live for during those coming years; she would live for herself† (40) However this feeling of freedom did not last long. Towards the end of the story her husband appears at the door unharmed. She then realized that she was not free from her unhappy marriage at all. Dramatic irony is also used in â€Å"The Story of an Hour† through Mrs. Mallard's realization that she is free from her husband and with her death. While Mrs. Mallard was alone in her room she realized that she would no longer be bound to her husband but rather free to do whatever she should choose. However, no one else in the story knew this; they all believed that she was very sad and depressed. Josephine, a woman in the house, even thought Mrs. Mallard was making herself sick. She said, â€Å"I beg; open the door—you will make yourself ill† (40) However, Mrs. Mallard was doing quite the opposite by â€Å"drinking in a very elixir of life through that open window† (40).

Case Study Example

There are many product categories that could use the Scion marketing approach to apply to their businesses. Music industries market certain bands and artists to appeal more towards a younger age group, computer businesses market upcoming technology to younger audiences, as do phone company ices, websites, and home dcord. Choosing a target market is imperative for businesses in order to focus their advertising to whom they believe they would sell more product to.On the other hand, the tourism industry is marketing more towards people who are in the retirement age, and cars like vans and Subs focus more on middle age people who probably have children. Different products should be marketed towards who would be most interested, and in a lot of cases, this means businesses must gear their different products towards varying age groups. L]Decoupage buyers might view companies that their parents and grandparents are interested in as â€Å"not cool† or too mainstream for their own liki ng.Companies can overcome this, however, by changing their consisting in order to appeal to a newer generation. By creating new advertising campaigns and changing what kind of message they want their image to convey, companies have the ability to change the views of younger people. Myself, for example, always thought Subs were for married people with children, but Scion and other comma nines like Toyota have geared commercials to appeal to people my age. Toyota had myself fooled for a long time when they were marketing the Scion, and also thought it was a new brand.People from the newer generation look for products that are going to allow them to show their personality, and not just be another face among the crowd. Scion was smart to use the whole customization aspect of the Scion, especially because people my age and younger are always changing their cars to be what they want them to be, and not be what comes off the lot. If Scion doesn't find a way to still stay new, I do believe that the allure of having a Scion will eventually wear off.Businesses should always be ware that their target audiences are always changing, and must be on top of what it happening in the world in order to keep their businesses alive and growing. By promoting customer communications and knowing what the younger generations want in a product, Scion could possibly still keep their appeal. It is going to be hard, though. Every time I see a Scion I already think that their idea is kind of old.