Theories Of Patriarchy Essay Example For Students

Theories Of Patriarchy Essay This is an A grade essayAssess the claim that gender inequalities in the domestic and occupational divisions of labour are best understood with reference to the concept of patriarchy. You should illustrate your answer with reference to a range of feminist perspectives. IntroductionWestern female thought through the centuries has identified the relationship between patriarchy and gender as crucial to the womens subordinate position. For two hundred years, patriarchy precluded women from having a legal or political identity and the legislation and attitudes supporting this provided the model for slavery. In the late 19th and early 20th centuries suffrage campaigners succeeded in securing some legal and political rights for women in the UK. By the middle of the 20th century, the emphasis had shifted from suffrage to social and economic equality in the public and private sphere and the womens movement that sprung up during the 1960s began to argue that women were oppressed by patriarchal structures. Equal status for women of all races, classes, sexualities and abilities in the 21st century these feminist claims for equality are generally accepted as reasonable principles in western society; yet the contradiction between this principle of equality and the demonstrable inequalities between the sexes that still exist exposes the continuing dominance of male privilege and values throughout society (patriarchy). This essay seeks to move beyond the irrepressible evidence for gender inequality and the division of labour. Rather, it poses the question of gender inequality as it manifests itself as an effect of patriarchy drawing from a theoretical body of work which has been developed so recently that it would have been impossible to write this essay thirty years ago. We will write a custom essay on Theories Of Patriarchy specifically for you for only $16.38 $13.9/page Order now Feminist Theory and PatriarchyAlthough patriarchy is arguably the oldest example of a forced or exploitative division of social activities? and clearly existed before it was ever examined by sociologists, the features of patriarchy had been accepted as natural (biological) in substance. It was not until feminists in the 1960s began to explore the features and institutions of patriarchy, that the power of the concept to explain womens subordinate position in society was proven (Seidman, 1994) . The feminist engagement with theories of patriarchy criticised pre-existing theoretical positions and their ideological use, tracing theoretical progenitors of popular views about gender, gender roles etc (Cooper, 1995; Raymond, 1980). Developing theories to explain how gender inequalities have their roots in ideologies of gender difference and a hierarchical gender order, feminist theoretical concepts of patriarchy are able to explain and challenge gender inequality and the gendered division of labour in the private and social spheres (Seidman, 1994). They have done this by challenging concepts of gender, the family and the unequal division of labour underpinned by a theory of patriarchy that has come to reveal how it operates to subordinate women and privilege men, often at womens expense. Patriarchy, Structure and Gender InequalityWalby (1990) reveals how patriarchy operates to achieve and maintain the gender inequalities essential for the subordination of women. Crucially for this essay, she shows how it can operate differently in the private and public domain but toward the same end. She identifies patriarchy as having diverse forms of and relationships between its structures in the public and private spheres, and yet still operates in a related fashion. Walbys explanation sees the household and household production as being a key site of womens subordination but acknowledges that the domestic area is not the only one that women participate in. She shows how the concept of patriarchy is useful in explaining the relationship between womens subordination in the private and public arenas by showing that they work equally to achieve this subordination as well as supporting, reflecting and maintaining patriarchy itself. Firstly, Walby points out that the structures of pa triarchy differ in their form. The household has a different structure to other institutional forms, e.g., the workplace. This is an important point because if feminist theories of patriarchy are to stand they must show that patriarchy operates to the same end in both the private and public sphere, even if it uses different strategies, otherwise it could not be the main reason for the continuing inequality of women in both the private and public sphere. Walby shows that within the private structure and the public structures, patriarchy does use different strategies to maintain gender inequality and these strategies both achieve the subordination of women. The household strategy is considered to be exclusionary and the public structures strategy as segregationist. The exclusionary strategy in the private arena is based on household production. Application of this strategy in the domestic sphere depends on individual patriarchs controlling women in the private world of the home. The male patriarch in the household is both the oppressor and recipient of womens subordination. This strategy is direct ? women are oppressed on a personal and individual basis by the individual patriarchs who share their lives. The segregationist strategy used in the public patriarchy actively excludes women from the public arena using various structures to subordinate them. Application depends on controlling access to public arenas (Golombok and Fivush, 1995). This strategy does not benefit the institution directly, but it does ensure that individual patriarchs are privileged at the expense of women, and it maintains gender differences. The way in which individual patriarchs and public institutions use there power further reveals how related the structures of patriarchy are. Public institutions do not have the power to oppress individual women or exclude them directly from public structures; this work is carried out in the home. Power in institutions is used collectively rather than individually, and the segregationist strategy pursued in the public arena maintains the exclusionary strategy used in private that in turn supports the segregationist strategy used in public. Yet, the institution can only pursu e its segregationist strategy because the individual patriarch subordinates the individual women daily. Walbys description of patriarchal structure looks powerful where there are fewer variables ? e.g., when women and men seem to share the ?privilege of being exploited equally as a labour force working equal hours for equal pay in equal conditions (Haug, 1998). Haug (1998) cites research from East Germany which allows her to calculate that women do 4 hours and 41 minutes of domestic labour against mens 2 hours 38 minutes. Men split their extra two hours between leisure time and paid employment. She asks if it is a realistic possibility that patriarchy could be so completely and comprehensively asserted in as little as two hours a day. .ubcd6632db6b79a481a85a0542442bc1e , .ubcd6632db6b79a481a85a0542442bc1e .postImageUrl , .ubcd6632db6b79a481a85a0542442bc1e .centered-text-area { min-height: 80px; position: relative; } .ubcd6632db6b79a481a85a0542442bc1e , .ubcd6632db6b79a481a85a0542442bc1e:hover , .ubcd6632db6b79a481a85a0542442bc1e:visited , .ubcd6632db6b79a481a85a0542442bc1e:active { border:0!important; } .ubcd6632db6b79a481a85a0542442bc1e .clearfix:after { content: ""; display: table; clear: both; } .ubcd6632db6b79a481a85a0542442bc1e { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ubcd6632db6b79a481a85a0542442bc1e:active , .ubcd6632db6b79a481a85a0542442bc1e:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ubcd6632db6b79a481a85a0542442bc1e .centered-text-area { width: 100%; position: relative ; } .ubcd6632db6b79a481a85a0542442bc1e .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ubcd6632db6b79a481a85a0542442bc1e .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ubcd6632db6b79a481a85a0542442bc1e .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ubcd6632db6b79a481a85a0542442bc1e:hover .ctaButton { background-color: #34495E!important; } .ubcd6632db6b79a481a85a0542442bc1e .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ubcd6632db6b79a481a85a0542442bc1e .ubcd6632db6b79a481a85a0542442bc1e-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ubcd6632db6b79a481a85a0542442bc1e:after { content: ""; display: block; clear: both; } READ: Tony Robbins Case EssayHaug does not answer this question (perhaps it is rhetorical) but I think that Walbys (1990) theory of patriarchy is so powerful because it can reveal the answer to questions like this. Walbys theory stands because she shows that the power of patriarchy is asserted in both the private and public sphere simultaneously supporting, reflecting and maintaining itself, regardless of the economic and social framework that prevails. In Haugs case, patriarchy is not being asserted in two hours per day, rather it is an expression of patriarchy, i.e., a symbol of male privilege, which could only be expressed if the general strategies of patriarchal structure we re intact and functioning. This description of the relationship between patriarchy and structure demonstrates how inequalities in the workplace and in inequality in the home are two sides of the same coin and individual males are involved in the direct and indirect subordination of women simultaneously. The concepts that allowed Walby (1990) to define patriarchy as she has are discussed below, with reference to the work of second and third wave feminist thinkers. Gender and Gender Inequalities in the Domestic and Occupational Divisions of LabourFeminist concepts of gender and gender inequality allow us to refer more or less directly to a theoretical framework for understanding how they have come to form a basis that helps structure the whole of society according to the concept of patriarchy (Seidman, 1994). The gender differences, which lead to gender inequality in the division of labour, and presented as natural by patriarchy and unequal gender order has been normalised and legitim ated by science, medicine and popular culture (Raymond, 1980). Feminists hold that this normalisation conceals the social and political formation of an unequal male order, arguing that gender difference is socially produced in order to sustain male dominance (Seidman, 1994). Frable (1997) points out that there is no basis for a biological account of gender difference since gender identity can only refer to the psychological sense of being male or female. Gender is now understood as a social category (Frable, 1997) and so liberal feminism was correct to deny that nature requires rigidly separate and unequal social roles based on gender (Ruehl, 1983). The patriarchal concepts of gender criticised by feminists are used to ascribe the roles that result in gender inequality in the division of labour (Sarup, 1993). This view is supported by Garnsey (1991) when she describes the division of labour as the differentiation of work tasks organised in structured patterns of activity. These activities are imposed and remunerated in a specific and unequal manner. When the evidence allows us to place the words ?according to gender into the last two sentences, and they new sentences mean something, then the concepts of patriarchy argued by feminists begin to take on an explanatory power. Occupational Labour and the EconomyLiberal feminist provided concepts of gender that account for pay differentials and might even account for why women can receive less money than men for doing the same job (Golombok and Fivush, 1995). They can be used to explain why the political and social change which has allowed substantially greater numbers of women to enter the labour force has also concentrated them in the poorest employment (Golombok and Fivush, 1995). This is especially so if Garnseys (1991) description of the differentiated and imposed tasks of the division of labour is used to structure the argument. However, they do not explain the reasons behind womens oppression and in order to do this Marxist feminists to began to argue that gender inequality has been shaped by capitalist development, highlighting explanations which connect gender inequality with economic needs (e.g., Mitchell J, 1966 used Marxist theory in Women: The Longest Revolution). However, w hile most feminists see the close links between the organisation of production and the division of labour many thought that there was a limited future for feminism under theories which reduced the specifics of womens lives to the extent that the subjective and interpersonal flavour was not captured (e.g., Firestone S, 1970; The Dialectic of Sex: the Case for Feminist Revolution). The socialist or Marxist feminist proposition positions class as the most basic form of human conflict but this position was challenged by radical feminists according to whom, equality does not mean being like men (Sarup, 1993). Radical feminists successfully argued for the substitution of gender conflict as the source of all other conflict and fighting for equality in the occupational field became subordinate to challenging the social and cultural order (Sarup, 1993). Asserting that a female identity and subjectivity could only be defined without reference to the patriarchal framework, many radical feminists looked for ways to identify and develop a female culture and way of being which was free from the influences of patriarchy. For example, Irigaray (1985) proposed that this be done through the promotion of entre-femmes, a kind of social form specific to women. A cultural terrain distinct from womens usual site the family. Household LabourFeminist writers have taken the family as a central feature of their explanation of patriarchy but they do not always agree about its role in shaping women to serve patriarchal ends in domesticity and work (Sarup, 1993). Liberal feminism recognized the gendered, social roles of wife and mother but advocated choice for women with respect to marriage, family, career etc., proposing to achieve this through a process of education and reform (Seidman, 1994). In radical feminism, the family is viewed as a major institution whose role is to foster gender inequality through the socialisation of children and subordinate women by forcing them to conform to feminine stereotypes (e.g, Greer G, 1970, The Female Eunuch). Postmodern feminism based on Foucaults work explicitly criticises the emphasis on the family as ?the unit in charge (Sarup, 1993). .u2f6eef3b8ad8258406a7ea472278001b , .u2f6eef3b8ad8258406a7ea472278001b .postImageUrl , .u2f6eef3b8ad8258406a7ea472278001b .centered-text-area { min-height: 80px; position: relative; } .u2f6eef3b8ad8258406a7ea472278001b , .u2f6eef3b8ad8258406a7ea472278001b:hover , .u2f6eef3b8ad8258406a7ea472278001b:visited , .u2f6eef3b8ad8258406a7ea472278001b:active { border:0!important; } .u2f6eef3b8ad8258406a7ea472278001b .clearfix:after { content: ""; display: table; clear: both; } .u2f6eef3b8ad8258406a7ea472278001b { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u2f6eef3b8ad8258406a7ea472278001b:active , .u2f6eef3b8ad8258406a7ea472278001b:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u2f6eef3b8ad8258406a7ea472278001b .centered-text-area { width: 100%; position: relative ; } .u2f6eef3b8ad8258406a7ea472278001b .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u2f6eef3b8ad8258406a7ea472278001b .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u2f6eef3b8ad8258406a7ea472278001b .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u2f6eef3b8ad8258406a7ea472278001b:hover .ctaButton { background-color: #34495E!important; } .u2f6eef3b8ad8258406a7ea472278001b .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u2f6eef3b8ad8258406a7ea472278001b .u2f6eef3b8ad8258406a7ea472278001b-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u2f6eef3b8ad8258406a7ea472278001b:after { content: ""; display: block; clear: both; } READ: Jackie Robinson EssayIn order to carry out its functions, the family relies on differential relationships (Broderick, 1993). Coole et al (1990) point out that the functional needs served by the nuclear element of the nuclear family are neither exclusive nor universal which indicates that differentiation it is not essential to the performance of the vital functions of the family. This means that the social roles of wife and mother as conceived by liberal feminism are a gendered and manufactured choice. The differential relationships that identify the roles of wife and mother are part of the nuclear family model promoted by patriarchal ideologies for more than one hundred an d fifty years (Coole et al, 1990; p43). This suggests that the one or some of the roles ascribed to the family by other feminists may be more accurate. Despite the differences, feminisms main assertion, that gender identities and roles are socially formed, makes the theoretical proposition that a social and political explanation (patriarchy) can be given for male dominance and patterns of gender inequality possible (Seidman, 1994). ConclusionThe strength of feminist perspectives on patriarchy is that most of them have been developed from the standpoint of womens lives (Seidman, 1994) and yet this is also a criticism ? what womens lives does the standpoint reflect? If feminist perspectives of patriarchy are to be useful they must not only make sense structurally, they must also make sense of all womens lives. Lesbian, Black, ?Third World and post-colonial critics have demonstrated some of the limitations of western feminist agendas that prefer patriarchal accounts of equality to racialised and cultural accounts (Burman, 1998). For example, the promotion of reproductive choices by western feminists in the 1970s focussed on contraceptive and abortion rights. However, many women at that time were being discriminated against because of their colour, sexuality or physical abilities and were fighting to keep their children, born and unborn (Burman, 1998). Whilst these criticisms of western feminist raise questions about how and why the priorities of the issues and campaigns these women cho (o)se to think and act on were agreed, they do not suggest an alternative account of inequality in which the public and private oppression of women is explained (Seidman, 1994). Critics are however right to point out that the feminist account of patriarchy developed by western liberal feminists needs to be expanded to ensure that the experiences of more women can be included but they must also acknowledge that the priorities and concerns of liberal feminists have resulted in some of the most far reaching and important education and legal reforms of this century taking place in the last the last twenty years. These reforms particularly reflect the western feminist concern with differential relationships. In the area of social policy and the law, reformers have begun to focus on protecting the individual rights of vulnerable household members ? women, children, and the elderly (MacLean Kurczewzki 1994) at the expense of patriarchal privilege. Crucially, whilst the law has become aware of the potential for the exploitation of family members and in acting underlines the importance of public attitudes and legislation in maintaining gender inequalities and differential relationships; the reform approach cannot be seen as an open acknowledgement that socialisation patterns and family arrangements are male dominated (MacLean Kurczewzki 1994). Following the vote of the General Synod in 1992, the ordination of women in the Church of England has challenged hundreds of years of patriarchal authority and tradition in the church. The implicit relationship between individual men and institutions can be viewed explicitly in the complex provision made to protect those who are individually opposed using the churchs own structures. Regardless of the refusal of key patriarchal institutions to acknowledge the extent to which man have been and are systematically and deliberately privileged by their structures and actions, these dominant forms of power can help produce social change, even if they are only attempting to keep in touch with contemporary society (Cooper, 1995). The process of power is therefore open to change and feminist theorists have shown using their account of patriarchy that the ?by products of power (e.g., inequality) can be mediated by the institution which represents it and moderated to be less damaging to individuals (Cooper, 1989). BibliographyBurman E (ed.) (1998). Deconstructing Feminist Psychology. Sage: London. Broderick CB (1993), Understanding Family Process. Sage: USA. Coole A, Harman H and Hewitt H (1990) Changing Patterns of Family Life, in Eekelaar J and MacLean M (eds.) (1994), A Reader On Family Law, Oxford University Press: England, pp 31:62 (idem. The Family Way, Institute of Public Policy Research, 1990, chap. 2)Cooper D (1995). Power in Struggle: Feminism, Sexuality and the State. Open University Press: Buckingham. Frable DES (1997). Gender, Racial, Ethnic, Sexual, and Class Identities. Annual Review of Psychology (48): 139 -162. Garnsey, E (1981). The Rediscovery of the Divisions of Labour. Theory and Society (10): 337. Graham E, Hinds H, Hobby E and Wilcox H (Eds) (1996). Her Own Life: Autobiographical writings by seventeenth century women (3rd Edition). Routledge: London. Golombok S and Fivush R (1995). Gender Development. Cambridge University Press: USA. Haug F (1998). Questions Concerning Methods in Feminist Research in Burman E (ed.) (1998). Deconstructing Feminist Psychology (q.v.): 115 ? 139. MacLean M and Kurczewski J (eds.) (1994). Families, Politics, and the Law, Clarendon Press: Oxford. Raymond JG (1980). The Transsexual Empire. The Womens Press: London. Ruehl S (1983). Sexual Theory and Practice: Another Double Standard. In Cartledge S and Ryan R (1985). Sex and love: New thoughts on Old Contradictions (4th Edition). The Womens Press Limited: London. 210-223. Sarup M (1993). Post-Structuralism and Postmodernism. Harvester Wheatsheaf: Hemel Hempstead. Seidman S (1994). Contested Knowledge: Social Theory in the Postmodern Era (3rd edition). Blackwell: USA. 236-254. Skeggs B (1997). Formations of Class and Gender. Sage: London.

Free Essays on Relativism Vs Absolutism

Absolutism and Relativism Absolutism and relativism are two great moral approaches to reality. While they are both official and supported by facts, they are very different in their views. Values are what a person cares about and thinks is worthwhile. Usually these values are what provides the passion in a person's life, and gives them hope and a reason for living. A person might go to any lengths to protect what they feel is right and to preserve these values. There are two types of values; Absolute, which deals with usual ethics and according to absolutists there is, but one eternally true and valid moral code. And then there is relativism, which includes individual taste. Relativism stresses the idea that nothing is certain. There is not one law for one man or race of men, another for another. There is not one moral standard. There is but one law, one standard, one morality, for all men. And this standard, what is right is right and wrong is wrong. There is a difference between what is right and what is t hought to be right. Actions are naturally good or bad, regardless of the consequences. They also feel that if two people are in disagreement about what is right, and then obviously one of them must be mistaken, since standards are either right or wrong. The opposite of absolutism is relativism. Relativism is in its real meaning, a purely negative belief. There is not only one moral law, one code, or one standard. There are many moral laws, codes, and standards. For something that is wrong for one person may be right for another. Most people have certain morals that stick with them and their surroundings, which they may think is right, and what is wrong. Relativists see happiness, which I feel is important. I also think that it is important to seek the best for the most number of people. Absolutism, on the other hand, has absolute certainty. I disagree with the absolutist opinion that people cannot have different views on mora... Free Essays on Relativism Vs Absolutism Free Essays on Relativism Vs Absolutism Absolutism and Relativism Absolutism and relativism are two great moral approaches to reality. While they are both official and supported by facts, they are very different in their views. Values are what a person cares about and thinks is worthwhile. Usually these values are what provides the passion in a person's life, and gives them hope and a reason for living. A person might go to any lengths to protect what they feel is right and to preserve these values. There are two types of values; Absolute, which deals with usual ethics and according to absolutists there is, but one eternally true and valid moral code. And then there is relativism, which includes individual taste. Relativism stresses the idea that nothing is certain. There is not one law for one man or race of men, another for another. There is not one moral standard. There is but one law, one standard, one morality, for all men. And this standard, what is right is right and wrong is wrong. There is a difference between what is right and what is t hought to be right. Actions are naturally good or bad, regardless of the consequences. They also feel that if two people are in disagreement about what is right, and then obviously one of them must be mistaken, since standards are either right or wrong. The opposite of absolutism is relativism. Relativism is in its real meaning, a purely negative belief. There is not only one moral law, one code, or one standard. There are many moral laws, codes, and standards. For something that is wrong for one person may be right for another. Most people have certain morals that stick with them and their surroundings, which they may think is right, and what is wrong. Relativists see happiness, which I feel is important. I also think that it is important to seek the best for the most number of people. Absolutism, on the other hand, has absolute certainty. I disagree with the absolutist opinion that people cannot have different views on mora...

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The Advantages And Disadvantages Of Community Based Tourism Tourism Essay The information contained within this literature provides a complete analysis of The Travel, Tourism and Hospitality Sector. It clearly outlines the importance of quality service delivery, the differences between service in the hospitality industry and service in other business, community based tourism, the advantages and disadvantages of community based tourism, diversification of Jamaica through community based tourism and the effects of technology on the tourism industry. The Travel Tourism and Hospitality Sector Definition of key terms What is hospitality? Dictionary.com, 2012.Hospitality is the friendly and generous reception and entertainment of guests, visitors or strangers. What is Community Based Tourism? Responsibletravel.com, 2012 asserts, Community Based Tourism is tourism in which members of a community, local residents (often rural, poor and economically marginalized) invite tourists to visit their community with the provision of overnight accommodations. Pearson Education 2010 online, Community managed and owned sustainable tourism that aims to share local ways of life and the communitys natural and cultural resources with visitors. What is an advantage? Farlex, The Free Dictionary, 2012, An advantage is a beneficial factor or combination of factors. What is a disadvantage? Farlex, The Free Dictionary, 2012, A disadvantage is an unfavourable condition or circumstance. What is Service? Farlex, The Free Dictionary, 2012, Service is work done for others as an occupation or business.The Importance of Quality Service Delivery in the Hospitality Industry. As tourism plays a major role in the economic development of most countries, it is imperative that impeccable services are provided at every given opportunity. A guest or visitor needs to feel welcomed and appreciated to the point where by the end of their trip they have begun planning their return. The industry is also extremely competitive i.e. a lot of products and services offered are similar hence from the customer service perspective providing excellent service is the best option for getting ahead of the competition. A five star hotel may possess the luxurious furniture, the spas, the sporting facilities and all the trimmings that go along with it but because the verbal and physical delivery is lacking in personality and respectfulness, a guest would be willing to settle for the lesser amenities of a three star hotel in which they are made to feel welcome and appreciated as well as treated with the respect they deserve. Providing the service is one thing, however, the method of delivery is another. People tend to pick up on body language, gesticulation as well as facial expression through careful observation. It is best when providing quality hospitality services in the tourism industry to do so with a genuine and honest disposition, anything less will seem as a faà §ade and is unacceptable. Service in the hospitality and tourism sector is delivered in mostly on a one on one, verbal and or physical manner. This exposes the visitor or guest and the service provider to a range of differences in one or the other which the service provider must handle in a professional manner regardless of his or her personal preferences to secure the longevity and integrity of the business. These differences may include but are not limited to one or more of the following: Religion (Christianity versus Atheism, Islam, Buddhism etc.), Language which causes a barrier (English versus Spanish, French, Japanese, Chinese etc.), preferences in entertainment (an older crowd who is more conservative versus a younger crowd who is more into the party scene), race and cultures (African American and black versus Caucasian), Cuisine and dietary preferences (Asian versus Italian). These differences must be treated with genuine respect rather than disdain as it will undoubtedly create an instant rift betwee n the parties involved and subsequently result in a decline in the return rate of visitors and affect the arrival of new comers. This occurs due to the fact that a bad experience is never forgotten and will most definitely be shared with others to warn them of the possibility of being treated in a similar manner and as individuals tend to believe what is communicated to them by a known acquaintance whether it be friend or family, the end result will mean less business being operated, loss of profit, loss of jobs and subsequently loss of the entire industry. It is widely accepted within the hospitality and customer service industry that a customers good experience will be shared with only a few close friends and family while a bad experience will be told to everyone willing to listen. This is proven on a daily basis on websites such as Trip Advisor and it has such far-reaching effect that most progressive companies in the sector have their marketing or public relations teams scouring the internet to respond to all concerns raised and to ensure their reputation remains untarnished. The Difference between Service Delivery in Hospitality and Other Businesses. Regardless of industry every business relies on hospitality and customer service to not only retain its current customer base but to also increase it through customer loyalty and positive word of mouth advertisement. Failing to fulfill the needs of a customer through effective and admirable customer service methods is the reason a lot of businesses are failing as their employees are sometimes lacking in the appropriate training, experience and patience required to ensure a satisfactory and memorable experience for the client. There are however differences in the service delivery, in the hospitality industry the service being delivered is geared towards the visitors/tourists and much emphasis is placed on the level of training it requires in order to perfect the necessary skills it takes to get the job done. Due to the fact that the Hospitality industry in Multi- culture there must be a certain level of appreciation for the vast amount culture and cultural diversity, meal preparation, entertainment, dress and rituals of Tourists. The importance of service delivery is stressed more so in the hospitality industry because of the diversity of the consumers and their varying cultural backgrounds. The services must be delivered perfectly to each and every customer in ordered for the guest to have an unmatched experience which will guarantee excellent reviews, return customers, new business opportunities and the survival of the industry which is the fuel of our economy.. The hospitality industry survives due to prompt convenient service which is value for money. In other business the service is mostly geared towards locals (Mono- cultural), who are already a part of the existing community and are familiar with the business. Though some level of customer service is involved it is not as demanding of the service provider to be as vigilant in ensuring that staff provides the best service possible at all times. This is mainly as a result of there being fewer options. For e xample a Kentucky Fried Chicken (K.F.C) being operated in the down town Montego Bay area, the customer service is extremely lacking however customers return because the location is convenient and they do need to eat, but for no other reason. Some customers do divert their business elsewhere to either Pizza Hut or Island Grill but return after a while because these other entities do not provide what it is they really want. In the hospitality industry it is not the same, there are endless options and if one location fails them, they either find another location within the same country or travel to another country. This now means a loss of business not only for that establishment but also for the country as a whole. The advantages and Disadvantages of Community Based Tourism Community tourism has both its supporters and its detractors as does every other type of business venture. Both sides bring across very important concerns which can prove to be either helpful or harmful to the environment based on the implementation methods used and the scale of operations. Advantages: Supporters will posit that community based tourism is beneficial and important in that it, transfers decision making to a community level, provides employment, infrastructural development (roads, water, electricity, telecommunications, internet, etc.), superstructure development (buildings and structures covering area),cultural preservation, foreign exchange and development of health care facilities. Disadvantages Detractors on the other hand will advance that there will be cultural destruction, environmental destruction, the host country fails to benefit as government is unable to withdraw taxes, marginal employment, low benefits, development of illegal and/ or destructive economical activities, seasonal employment, unrealistic expectations, anti-democratic collusion, land controlled by the elite, negative lifestyles as well as diverted and concentrated development. The implications of the pros and cons of Community Based Tourism on the country as a Whole. The effects of the advantages of community based tourism on the country as a whole may prove to be widely beneficial to the economy, wherein the unemployment rate is greatly reduced because as more people become exposed and educated the higher percentage will endeavor to become involved. Communities which were considered marginally poor become developed and are more appealing to visitors and other locals alike, its pushes the use and exchange of foreign currency which boosts the economy giving the local dollar more value but most importantly it educates as locals are introduced to varying cultures and are forced to learn their own history, and culture as well as that of the visitors in order to communicate effectively.That is a limitless opportunity as visitors have varying backgrounds and orientations. Locals make valiant efforts to learn their languages as well as cuisine, religion, preferences in entertainment, day to day living and rituals. This in its entirety equates to a more tourist friendly, economically stable, market aware destination which is more appealing to visitors. The result of the disadvantages of community based tourism on the country as a whole also brings to light some valid points which must be handled with much consideration in mind as it relates to the long term repercussions. The loss of culture as it pertains to age old rituals, language, art, dance, food, religion etc., through modernization, the destruction of natural habitats as a result of infrastructural and super structural changes by building roads and architecture, employment would become limited to members of the community and result in outsourcing whereas businesses would seek to employ the more educated, the question of job security arises, negative changes in the lifestyle would come about where unscrupulous characters engage in the trade of illegal drugs and endangered and exotic wildlife, drug abuse, prostitution, fraudulent practices and new found get rich quick schemes come into existence and causes young people to divert from school and higher education. Compile all t hese issues and it would result in a lack of order, an upsurge of crime and violence and finally the consequential loss of previous business with a significant decline in any interest from new customers or the hope of creating new opportunities. Diversifying the Jamaican Tourism Product Through Community Based Tourism. Communities must go through a process of empowerment and development before tourism becomes the focal point.The first area of focus is to build a sustainable wealth creating community with organized productive activities. These activities would create economic and social benefits for its members through employment and financial stability. After this has taken root, tourism can be introduced to communities, to create even greater wealth, and this will ultimately diversify the jamaican tourism product. There are many resources which may be enhanced and marketed to give Jamaica a more diverse and competitive edge over other tourist destinations. These include; culture, heritage, Cuisine, natural flora and fauna, landscapes and human resources. It is known world wide that Jamaica is very different from other countries even those located in the same region. In order for Jamaica to diversify and maintain a competitive advantage in the hospitality industry we need to capitalize on these opportunities and the best way to go is from a community level as every community possesses a different amenity which makes it unique. There are quite a number of these locations in jamaica such as; Maroon Town, Outameni Experience ,Croydon Plantation,Accompong, The Bob Marley Museum, outdoor activities i.e ( horse back riding, dune buggies, canopy tours, zipline tours, ect ), the wonderful blue Mountains and Cockpit Country ,rafting on the Martha Brae river and health spas such as Bath Fountain Hotel an d Spa in St. Thomas and Milk River Bath in Clarendon. The jamaican culture and heritage are unlike any other anywhere on earth, it is essential to get jamaicans more educated in culture and heritage as a means of being able to extend the offering of a richer quality cultural and heritage experience to adventure seekers who travel to our destination. A high percentage of travelers are more than interested to learn our language, dance, music and cuisine in their purest forms, however not many get the full on experience as there is a lack of manpower in these areas. Much more use can be made of the abundance land, sunlight and water to aid in the development of Jamaicas tourism product in the area of agricultural tourism. The Blue Mountains are currently used as a source of adventure tourism and farming ground for the infamous Blue Mountain Coffee, should this be expanded into the Cockpit Country and other products introduced it would become a more wide scale operation, in that, it would create more employment, attract more visitors and th ere would be a greater demand for those areas as tourists would seek to discover whatever new adventures there are. Another avenue that could be enhanced in order to create a greater demand of Jamaica as a tourist destination is our ancillary services in terms of transportation (comfort and luxury of vehicles and condition of roadways), banking ( the exchange rate), accommodations (the quality and value for money they receive by staying in hotels),upgrading the equipment in hospitals in order to have better healthcare facilities and render enhanced medical services to both locals and tourists, providing travel insurance at competitive rates and so forth. Should the quality of these services be improved then it would give Jamaica a more competitive edge in the tourism market. The impacts of Technology on the Tourism Industry. Technology and Transportation. Tourism is quite as old as time itself, from the earliest days when man would travel for long distances on foot, until the evolution of tools of trade and man themselves gave birth to new technological inventions that made traveling gradually easier to the point where what used to take months has been shaved down to mere hours, a day or two being the maximum for travel to the lesser percentage of destinations. Throughout the ages traveling has been developing more and more with each generation. It all began with traveling by foot; however man soon learned to domesticate animals such as mammoths, horses, donkeys, elephants, camels etc. Ever inventive man created the wheel around 3500 BC, then came the joining of the wheel and some animals to form, horse drawn carriages, chariots and wagons, which made travel easier and faster than foot but nothing close to what was coming next. Boats were the next mode of travel and the earliest type was the dug out canoe where a fire was lit on a log then put out and the burnt part was dug out leaving a hallow space for passengers. As with time they too evolved into ships which were large wooden structures built to travel long distances across oceans and seas and then there were mainly two types, the sail and the later invented steam engine, the powerful and fast railway was next to be developed in the 19th century, closely following was the invention of the first cars which were made in 1865 and 1866 respectively by Karl Benz and Gottlieb Daimler, however cars only became more common in the 1960s and 1970s after the first and second world wars as there was mass production companies which made them cheaper. The largest, most used, talked, about and technologically advanced type of travel began in the 20th century, December 17th 1903 to be exact, with the flight of the Wright brothers. This spearheaded the aviation standards which eventually led to the building of larger more elaborate types of aircrafts such as; Zeppelins, blim ps, Boeing 700 series airplanes as well as other makes and models, the air balloon, jets, rockets and other spacecraft. It is clear that technological development has greatly impacted travel and tourism in the field of travel as without these developments the industry would exist but the rate of turn over would be extremely low and slow. Travelers, regardless of net worth would be discouraged as the amount of time it took to get from one place to the next would be so great it would seem a burden and more than likely only destinations that are relatively close to the country of origin would be visited, causing it to become congested, repetitive and eventually boring and uninteresting. Thanks to the inventors and founding fathers of the different types transport, traveling has been made easy and allows for people to travel in large groups in comfort over immense distances within a tolerable time frame. This helps to increase the revenue of the economy for destinations travelled to. Technology in Research and Communication. Before anyone thought of how do I get there?They first asked, Where do I go? In order for one to have gotten an answer to this question he or she spent long periods of time mulling over all sorts of printed media ranging from, newspaper articles,maps,magazines and the like firstly to find a destination, then to garner as much knowledge about the place before deciding to embark on the journey. This was a rather tedious task, very time consuming and exasperating and this combination proved to be a natural deterrent. This was not to remain so as a slew of inventors starting with Konrad Muse and his freely programmable Z1 computer in 1936 began the invention of the computer. It continued with John Anatasoff and Clifford Berry in 1942, Howard Aiken and Grace Hopper in 1944, amongst many others up until 1985 when Microsoft windows became known globally and still is the world leader in computers and computer software. A computer by itself was just another machine. It was the invention of th e internet that revolutionized the use of the computer as a means of communication, research and advertisement.According to the Internet, unlike the light bulb and telephone the internet didnt have any one inventor. Over fifty years ago lt got its start in the United States of America as a weapon In the Cold War and for years scientists and researchers used it to communicate and share data with each other. This technological advancement has made traveling and the tourism industry significantly more developed as it makes life easier for the client and business alike. Instead of spending extended periods of time to get all the necessary information required to travel, everything is now readily available at your fingertips. It has significantly minimized the amount of time its takes for booking travel and accommodation as it offers the option of immediate pricing and confirmation as opposed to waiting for a travel agent which could take hours or even days, encourages the use of credit cards as opposed to having to visit a bank to withdraw cash, allows for simultaneous and immediate response in terms of emails and the instant messaging rather than writing letters or sending telegrams. Technology enables tourists to communicate with their family members back home via video chat, instant messaging and emails. Not only has technology benefitted tourists, it has also affected the way in which business is conducted in todays tourism industry, stakeholders utilize this medium for marketing themselves and their respective companies as well as to communicate with clients before the actual service delivery, communicate with employees and with other business owners as an avenue to conduct business meetings online through video conferencing which has proven to reduce the cost of traveling. Another technological advancement which has greatly affected the growth of the tourism industry is the telephone, an electronic device invented by Mr. Alexander Graham Bell. This device in not only beneficial for tourists for communication with family and friends but also for the tourism industry as it is a means of instant communication between the directors, shareholders and employees within organizations as well as other entities outside the tourism industry which are crucial to the operation of the business. Without both the computer and telephone, communication would be slow and it would cause decision making to be a much delayed process which affects the industry negatively. Other technological advancements which have greatly affected tourism and the tourism industry are the simple machines (lever, pulley, wedge and incline plane etc.) which have been integrated into the design of countless machines used in the building oh hotels to house tourist, roads to travel on, water filtration and plumbing for safe hydration, cooking and bathing purposes, installation of electricity used for lighting and the operation of machines and other electronic devices and in the d esign of all modes of transportation( ships, airplanes motor vehicles etc.). Without all of these, simply put the tourism industry would not be what it is today and with consistent and continuous modifications being made there is no doubt that in years to come the industry will become a more immense operation. Conclusion In conclusion the options must carefully be weighed and careful and contingent planning has to take place before any advertisement or production can manifest. This will allow for smooth and fool proof execution of procedures, hence, the guest/ visitor can have extraordinary and remarkable experiences, the community capitalizes on the opportunities afforded and the country as a whole and its economy can flourish.

Plutarchs Aims and Achievements as a Biographer Essay -- English Lite

A critical study of a significant aspect or aspects of Plutarch's aims and achievements as a biographer -To what extent does Plutarch achieve his aims for the lives of Marius and Caesar? We are able to establish Plutarch's aims in creating his biographies by looking at his background and influences. Plutarch was born in Greece to a wealthy established family. He was well educated, studying rhetoric in Athens, and then travelled to Rome where he established connections with some important political figures. Despite being an outsider (a Greek), Plutarch accepted Roman aristocratic tradition as well as the moralising of some key Roman figures. This is reflected in the 'Lives' which in effect provide moral guidelines, prescribing how one should live a virtuous life. He viewed himself as an artist or moraliser rather than a historian, believing, "It is not so much history that we are writing but lives."[1] Plutarch was deeply into the platonic approach to ethics, and therefore was also influenced by Socrates. Plato was a pupil of Socrates who claimed that the most important thing in life was to know how one should live; an emphasis on moral conduct was therefore passed down to Plutarch. He is fascinated not only by great deeds and battles but, "often a little matter, like a saying or a joke,"[2] which can be more revealing in terms of character and virtue. Plato's philosophy was about the search for absolute standards of truth and moral certainty and almost all of his works are about ethics, or moral philosophy. His aim was therefore to create a, "revelation of virtue or vice,"[3] intending to "shape the life of each man"[4] in terms of moral not financial or political stature, and hopes the reader gains... ...against him but achieved less (although still a few) of his aims in the 'Life of Caesar'. --------------------------------------------------------------------- [1] Plutarch, Fall of the Roman Republic, Alexander, 1.1-3, Penguin [2] Plutarch, Alexander, 1.1-3, [3] Plutarch, Alexander, 1.1-3, [4] Plutarch, Alexander, 1.1-3, [5] Russell, p105 [6] Russell, Plutarch quote, p80 [7] Plutarch, Alexander, 1.1-3 [8] Plutarch, Marius [3] [9] Plutarch, Marius [7] [10] Plutarch, Marius [9] [11] Plutarch, Marius [2,5] [12] Plutarch, Marius [10] [13] Plutarch, Marius [45] [14] Plutarch, Marius [46] [15] Plutarch, Marius [7] [16] Plutarch, Marius notes by Robin Seager [17] Plutarch, Alexander, 1.1-3 [18] Plutarch, Marius [6] [19] Plutarch, Marius [46] [20] Plutarch, Caesar [1] [21] Cicero [22] Plutarch, Caesar [69]

The Comeback of Caterpillar – What are the dynamics of competition in the heavy construction equipment industry?

When the US construction industry grinded into an economic downturn, demand for Caterpillar products decreased. The major decrease in the US industry is the result of the completion of the interstates, giant dams, and other construction buildings. Hydraulic excavators are very big market. They accounted for 45 percent of the sales. They are the fast selling equipment that can create competition between the companies. Developing Nations played an important role in the competition, because the need for construction equipments increased to shape the new dams and especially to make roads. The growth rates of developing nations were faster than the global demand so developing nations becomes the new market areas for competition. One of the biggest competitions takes place in the replacement parts sector. It is an essential part of the industry. Replacement parts made up together over a quarter of the total revenues of the total construction equipment industry. Also the sales of replacement parts are more profitable than the whole machines. Construction Companies competed to provide the best parts for the best needs. It is vital for companies to achieve an economies of scale to survive in the competition. To achieve economics of scale, companies try to capture a large market share in order to eliminate the low volume of global sales. Distribution and service network is the essential part of the industry because the inability to operate the equipment is very expensive. To gain competitive advantage by selling parts, companies used a worldwide network of dealerships to sell their machines and provide support. Intense competition among the companies drove them to form alliances to share risks, to access new markets, use technology and share production. Oil prices are very important because decline in oil prices can depressed the market and could affect the competition directly. Currency Fluctuations affects the industry as a whole. Rise in the value of dollar makes other countries buying power decrease, which results as an import to the country The imports will be much cheaper than the domestic products, therefore industry will shift to import from other countries. Strong currency is the prime factor for companies such as Caterpillar to have trouble while competing for developing countries. Cyclical Nature of the construction equipment could make an industry wide downturn for both domestic and international markets. 2. What were the sources of Caterpillar's spectacular success up to the early 1980s? The major reason of the spectacular success of Caterpillar up to the early 1980's was the post-war years. Those were the times to reconstruct the countries that were destroyed in the wars. As a result Caterpillar products exploded during those times to rebuild Europe, build the US interstate highway system, erect the giant dams of the third world, and layout the major airports. Also Caterpillar Company followed some strategies during those times to differentiate itself from its competitors by producing reliable, high quality products and providing a fast delivery of replacement parts. As a result Caterpillar became the leader of the heavy construction equipment industry. On the other and Caterpillar's distribution and relationship with their dealers contributed to the company's world wide success. The vision of Caterpillar for their deal network was very unique. Those dealers were self sustaining businesses who invest their own capital. They generally earn 100 percent of their revenues by selling and supporting Cat equipment. By doing those Caterpillar dealers remained in the hands of the same family and helped the company to make huge success. 3. What were the strategies introduced by Schaefer, Fites, and Barton to reduce the impact of cyclical downturns on Caterpillar's results? George Schaefer * Global Outsourcing; Caterpillar sought to purchase parts and components from low cost suppliers, who maintained high quality standards. Under their new policy â€Å"shopping around the world,† they moved to outsource 80 percent of its parts and components. * With the help of its branding program Caterpillar sold outsourced machines under its own name. Branding program helped the company to keep production costs down while taking a superior marketing organization advantage. * As the demand for heavy equipment decreased Caterpillar needed to reevaluate its product mix and create a broader product line. Caterpillar started to sale light construction equipment. â€Å"Between 1984 and 1987, accordingly, Caterpillar doubled its product line from 150 to 300 models of equipment introducing many small machines that ranged from farm tractors to backhoe loaders.† They also started to market light weight vehicles to small scale owner operations and new contractors. * Schaefer promoted open communication strategy, which resulted the free flow of ideas between officers, managers, and production workers. * Also Schaefer launched the Employee Satisfaction Process (ESP), which helped the company to organize in work teams, met weekly with management and offered suggestions that helped to solve many critical aspects of the manufacturing process. The program resulted in productivity gains, quality improvements, and increased employee satisfaction. * Schaefer also launched a plant modernization program with just in time inventory method. This led the company to have computerized tools, and flexible manufacturing systems. They also changed the traditional manufacturing process system called â€Å"batch†. Unlike in batch systems assembly lines provided complete model production and helped the company to achieve high level of work in progress. * Correcting the assembly mistakes Caterpillar reconfigured the layout of its manufacturing system into flexible work cells. Workers used computerized machine tools to perform several manufacturing steps. * As general Schaefer reemerged the company as a lean, technological, flexible, and competitive global company. He increased the company shares up to 7 percent, while increased the revenues by 66 percent, Donald Fites * Fites turned the company into a utilizing integrated approach based, Japanese style company. He also wanted to bring Caterpillar's labor relations to the Japanese model, because Japanese unions are company based organizations. * He also looked deeply into the customer needs, because global pricing decisions center didn't have a broad knowledge about the local market conditions around the world. He delegated district offices authority to set prices which helped him to push responsibility down the chain of command to the lowest possible level. * He applied the same principle to Caterpillar's entire structure, developing a company wide reorganization plan under Schaefer's direction. Caterpillar's old organization structure was only suitable in US, but as the company expanded globally the limitations of such structure become apparent. * Fites broke the company into 17 semi-autonomous divisions in order to operate necessarily and to gain the company flexibility. He then required each division to have 15 percent rate of return, on the other hand he threatened to penalize any division that fell behind. This helped the company to increase their profits and give them maximum flexibility. * In addition to all those, Fites developed a new plan, which based all of its incentive compensation schemes on return on assets. As traditionally Caterpillar managers were paid in proportion to the size of the budget they controlled, or the number of employees they supervised. Also all funding, and R&D activities that controlled by each division helped the company to be more customer driven than at any other period in past. * New organization plan affected the company's distribution network as well. With the help of new divisions, dealers seeking help could contact them easily. The importance of this structure was the interaction between Caterpillar's managers and dealers increased. It also enabled the company and dealers to have closer relationships to each other. According to Fites Caterpillar's distribution system was the company's single greatest advantage over it's competitors. * Another strategy for Caterpillar was to protect its dealers against failure. Caterpillar assisted individual dealers who were subject to intense price competition. To help those dealers Caterpillar reduced prices even sometimes reduced the dealer's costs, and sometimes they launched a promotion campaign. All those helped the company to sell more vehicles and create sustainability when other dealers went out of business during the recession. * Not only they helped their dealers but also they introduced â€Å"Partners in Quality† program to have quality discussions, which links personnel at Caterpillar plants and dealerships. This helped the company to have strong personal business ties with the dealers. * Fites invested to upgrade the Caterpillar's worldwide computer network. It helped Caterpillar to link together all factories, suppliers, sealers, distribution channels and customers. With the help of this system Caterpillar guaranteed 48 hours delivery of parts anywhere in the world. Caterpillar provided the most comprehensive and fastest part delivery system in the industry. Also electronic alert system developed under Fites. This system designed to monitor machines remotely identify parts, which needed to be replaced, and replace them before they failed. This helped the company to repair the machines before they broke down. They saved repair costs, it also provided to Caterpillar reduce their inventory costs. * Fites expanded the products of the company. Caterpillar entered a total of 38 mergers and joint venture agreements. Caterpillar sold engines separately and accounted for 35 percent of Caterpillar's revenues. This is a very big market and Caterpillar engines powered one third of the big trucks in the United States. * Fites wanted to reject the collective bargaining agreement, because the labor costs are very high and they were cutting the company's global competitiveness. The labor prices were very high and Caterpillar was heavily depended on the export of domestically manufactured products. After he rejected the agreement union went to strike. But Fites forecasted the strike and he built up enough inventory to supply customers for about six months. * Fites was a very successful CEO; he trained managers and office workers to operate factory machinery, when the strike happened again he was prepared again. His ability to see the answer before the question earned company lots of money. * At last he got what he wanted. He signed a contract with the union allowing Caterpillar to introduce two tier wage system and pay new employees 70 percent of the starting union scale. The contract also provided more flexible schedule format allowing management to keep employees on the job longer than eight hours. The contract also enabled company to hire temporary employees without the approval of the union. * Fites wanted to have good relationship with the union because incase of an economic downturn and an recession he wanted to have a smooth workforce. Glen Barton * He believed that the downturn of the US market could be eliminated by an upturn in the international market. * He increased sales of Caterpillars equipment to the developing nations such as Asia, Latin America, and Eastern Europe. By doing this he created new markets for the company. * He made non truck engines incase of a decline in the truck engines. Such diversification enabled the company to produce engines even the truck engine part offset. * Under the leadership of Barton, Caterpillar started to sell mobile power modules. * Caterpillar started to rent business equipment. Barton made efforts to make dealers diversify into rentals. As successful as it is the rental distribution segment of the fastest growing segment. * He also used joint ventures to expand into new markets, and he was very successful. He formed joint ventures with Daimler Chrysler and started to produce medium duty engines. He also started to manufacture fuel systems. Those fuel systems were designed to increase efficiency of diesel engines and thereby reduce diesel emissions.