Immanuel Kant And John Stuart Mill - 2050 Words

The idea of an action to be intrinsically good is not as straight forward as proposed by Immanuel Kant and John Stuart Mill in The Groundswork and Utilitarianism respectively. Kant, in The Groundswork, and Mill, in Utilitarianism, come to different conclusions about what is intrinsically good, yet neither of them come to a valid explanation for the following reasons; Kant produces a narrow view focused entirely on having a good will, acting only based off of duties, and ignoring the outcomes of your actions, while Mill calculates intrinsic value based off of the greatest happiness principle which doesn’t take into account a good will. The correct and most reasonable explanation of what is intrinsically good is a combination of what both†¦show more content†¦If somebody does something in order to bring out a particular result this would be against the definition of a good will, because there is clear motivation beyond strictly duty. The third and final rule again grows on the former two and states that duties should be completed with full respect for the law. Kant proposes these three rules to create a general guideline that everyone can follow to make intrinsically good or moral decisions. He supports these rules for making moral decisions with explanations of why each one is required and why not having these in place would be detrimental to society. The overarching argument is that life without these rules in practice would be a society where everyone is trying to progress with disregard for others. When we install these rules for moral decision making we grow together as a society by collectively making intrinsically good decisions. While his argument for these having these three rules is fairly strong and consistent it doesn’t provide enough structure when faced with moral dilemmas that are in place because of rulings from the government. Coupled with the forced compliance with the restrictions the government installs, the biggest flaw for Kant is that if you have poor duties/maxims, from what you have been taught, and then pro ceed to act on these flawed duties, you would still be seen as intrinsically goodShow MoreRelatedImmanuel Kant And John Stuart Mill1261 Words   |  6 Pagesintentions/character that inspire the action, or the consequences that result from the action?† Second, the philosophers I am going to discuss throughout this paper are Immanuel Kant and John Stuart Mill. Now before I tell you my answer to this question I am going to explain these who these two philosophers are and what their viewpoints on ethics are. Immanuel Kant was born in what is now Germany in 1724 and died in 1804 and was the type of philosopher to act out of duty. He believes that actions should be performedRead MoreImmanuel Kant And John Stuart Mill Essay2002 Words   |  9 Pagesmost widely known ethical philosophers are Immanuel Kant and John Stuart Mill. While they may have philosophized around the same time period, the philosophers have very different ideas about ethics and happiness. Immanuel Kant, author of Duty and Reason, believed in the morality of the good will and duty. He espoused that happiness is an irrelevancy insofar as fulfilling duty is the most important aspect of leading a moral life. Conversely, John Stuart Mill, who wrote, The Greatest Happiness PrincipleRead MoreJohn Stuart Mill And Immanuel Kant1387 Words   |  6 Pagesdifferent philosophers. Two of these philosophers are John Stuart Mill and Immanuel Kant. Mill, in Utilitarianism defines happiness as pleasure without pain. He builds upon this idea of happiness when establishing his moral philosophy, stating that the action that would bring about the maximum amount of happiness is the most moral action. On the other hand, Kant establishes happiness as well-being and a satisfaction with one’s condition. Kant, however, argues that happiness is too fully based uponRead MoreJohn Stuart Mill And Immanuel Kant1786 Words   |  8 PagesJohn Stuart Mill and Immanuel Kant. They both had very different views when it came to the ethics of philosophy. They also though had some of the same views as each other. Both were concerned with the moral qualities of actions and choices of a person, but neither of them was much interested in about what makes a good person. They also different views and some of the same views when it came to lying. One thought it should never be done. The other thought it should be used as a last resort. FirstRead MoreImmanuel Kant And John Stuart Mill1206 Words   |  5 Pagesof morality, there is no right answer to dilemmas only different opinions. Immanuel Kant and John Stuart Mill are philosophers with two different views on a person’s moral conscious. Kant believes morality is a duty that people should hold above their own happiness. On the other hand, Mill believes happiness is the goal of morality and the more happiness is acquired at the end is the most moral. According to Immanuel Kant, morality is a duty people must hold above their own happiness. For somethingRead MoreImmanuel Kant And John Stuart Mill948 Words   |  4 Pagesyou do it? Immanuel Kant and John Stuart Mill would give you strongly contrasting opinions. A person should not kill another to benefit five others. It would be a wrong thing to do, but Mill would disagree. Kant believed that good intentions count and that the morality of an action is determined by the intentions behind it rather than its consequences. Kant says that the consequences are irrelevant to assessments of moral worth, which contrasts sharply with Mill’s utilitarianism. Kant believed thatRead MoreJohn Stuart Mill And Immanuel Kant Essay1805 Words   |  8 Pagesphilosophers, Kant and Mill, to determine whether or not torture is ever ethical. John Stuart Mill and Immanuel Kant, both proposed different philosophies, using deontological and teleological theories in ethics. John Stuart Mill used a teleological theory, which prioritized the end result of an action, based off the moral nature of the action itself, compared to the deontological theory proposed by Kant, which presented actions as obligations of an individual, leading them to act in a certain way. Mill usedRead MoreImmanuel Kant And John Stuart Mill998 Words   |  4 PagesTwo knowledgeable men, one says go right, the other, left. Who is right? Immanuel Kant and John Stuart Mill were both noted philosophers with opposing theories on what is moral. Each uphold different ways of observing what is right. The theory of utilitarianism held by Mill and universalism held by Kant has similarit ies and differences. Who stands correct, and who is mistaken? Utilitarianism is the belief that decisions should be made based on how much pleasure they bring (MacKinnon and FialaRead MoreJohn Stuart Mill vs. Immanuel Kant2163 Words   |  9 PagesJohn Stuart Mill vs. Immanuel Kant The aim of this paper is to clearly depict how John Stuart Mill’s belief to do good for all is more appropriate for our society than Immanuel Kant’s principle that it is better to do whats morally just. I will explain why Mill’s theory served as a better guide to moral behavior and differentiate between the rights and responsibilities of human beings to themselves and society. Immanuel Kant and John Stuart Mill are philosophers who addressed the issues of moralityRead MoreA Study Of Ethics By Immanuel Kant And John Stuart Mill992 Words   |  4 Pagesaround ethics. The court released Lavallee as innocent on the basis that she is medically ill with Battered Woman Syndrome (BWS). The two most renowned ethicists, Immanuel Kant and John Stuart Mill would view this case differently. Kantianism is associated solely with Immanuel Kant. In comparison, John Stuart Mill, an opponent of Immanuel Kant’s ideas, uses a utilitarian approach. This essay will briefly give an overview of the case and the BWS. Then, it will show how both theories view the case.

Gone With the Wind Great Timeless Passion Between Scarlett OHara and Rhett Butler - Free Essay Example

Sample details Pages: 3 Words: 997 Downloads: 3 Date added: 2019/08/15 Category Literature Essay Level High school Tags: Gone With The Wind Essay Did you like this example? Introduction Set in the old south during a trivial time for the states during a time of war. Margaret Mitchell depicts a great everlasting love story of a passionate couple surviving a dreadful time. While unfolding the destruction and burning of the Old South, but also the rebuilding of cities that were affected by the civil war. Gone with the Wind is an exhilarating, hauntingly, intense film that viewers will remember for generations. Background During the time of filming, it was a time of great political strife in the world. With the beginning of unrest in Europe and the possible involvement of the United States was worrisome. As Americans watched the Old World of Europe Crumble, they were assured by the film that their American world would live on, no matter what might happen (Levy). In London during the war, Gone with the Wind was well received as well as unshackled Europe after the war. It was not accepted in Germany, where they viewed Scarlett OHara as a bad role model resulting in the banning of the film. Don’t waste time! Our writers will create an original "Gone With the Wind: Great Timeless Passion Between Scarlett OHara and Rhett Butler" essay for you Create order On the home front, the film references the period of The Great Depression. When Scarlett returns to Tara and has the powerful monologue of As God as my witness, as God as my witness, theyre not going to lick me. Im going to live through this, and when its all over, Ill never be hungry again-no, nor any of my folks! -if I have to lie, steal, cheat or kill! As God is my witness, Ill never be hungry again (Gone with the Wind). This was a huge boost for the Americans who survived that Great Depression. One of the most valuable things to come from the film was the renewal of southern pride. The producers glorification of the Old South was seen by southerners as a healing of North-South tension still left over from the civil war (Levy). Over a million people assembled to Atlanta for the premier. Production With an all-star cast, casting for the film proved to be a trying task and one that was thoroughly followed by the word (Harry Ransom Center p3). In response of the public interest, an immense amount of fan mail was sent. The producer decided that it would be best for an unknown actress to play Scarlett. Selznick decided to send Katherin Brown on a journey across the eastern united states, especially in the south to find the unfamiliar actress who would play Scarlett in the Southern Talent Search (Harry Ransom Center p3). However, unsuccessfully they found other actors to play other parts. Alicia Rhett was discovered during this search and was later cast for the role of India Wilkes (Harry Ransom Center p3). However, Selznick finally found his Scarlett, whose name was Vivien Leigh. This casting turned into the most controversial (Martin p8) because Leigh wasnt southern nor American, she hailed from Britain. It took the director two years before deciding that Leigh would be his Scarle tt. When casting for the leading male role, an offer was given to Clark Gable who at first declined. The reason for turning down the offer was due to Gable believing no screen adaptation could live up to the expectations of the general public (Bauer p2). Due to compulsion from the studio as well as public demand, Clark decided to accept the offer to play Rhett. With the leading male role cast, next up would be the casting of Scarletts other love interest being cast. Ashley Wilkes played by Leslie Howard. Howard was forty years old when filming began. Leslie was known to dislike the role, feeling he was not right for that role he would not be believable as the handsome twenty-one-year-old Ashley (Dayani p5). Gone with the Wind remains one of the longest movies to receive the Best Picture Oscar (Dayani p8) with the movie coming in just under four hours. While still remaining the highest-grossing box office films of all time, also setting bests for Academy Award wins and nominations. With many of the actors receiving Oscars for their roles. One of the first scenes to be shot was the burning of Atlanta. With a cost of $25,000, it was also the most expensive (Dayani p4). This scene resulted in 15,000 gallons of water to drown the flames and a total of 30 acres of backlot being burned. Some abandoned sets from notable films like King Kong were also set ablaze (Dayani p4). Over 113 minutes were filmed with only a few short minutes being used. Cultural Reception Overall, Gone with the Wind was a well-received in the United States, but there were protests. Soon after rights to the novel were received, the studio received a series of postcards and letters arguing that the book was un-American, anti-Semitic, anti-Negro, pro-Ku Klux Klan, pro-Nazi, and fascists (Harry Ransom Center p2). Due to such a reaction from the general public, some scenes and choice of words were removed from the film. Some of the reasons it became an American staple was due to feminism, addressing the social turmoil from the Great Depression and toned-down white supremacy. Controversies Some of the greater controversies surrounding this iconic film including unfair wages, prejudice and the animosity between Vivien Leigh and Clark Gable. The imbalanced wages were drastic between the lead actor and actress. While Clark Gable was said to have received almost $120,000 for his 70 non-consecutive days of filming. While Leigh only received a measly $25,000 for over 125 days on set (Dayani p8). Due to the segregation law in Atlanta at the time Hattie McDaniel who played Mammy, later won an Oscar for Best supporting Actress. McDaniel was not allowed to attend the premier (Mahoney p4). Due to this the actor who portrayed Rhett, Clark Gable decided to boycott the premier. The dislike between the two actors is well known. Vivien was known to loath doing scenes that involved Gable, she claimed he had foul smelling breath. Many say he had horrible smelling breath was due to his dentures (Dayani p16).

Communication Aspects Of A Professionally Well Known Person

INTRODUCTION: The report is about communication aspect of a professionally well-known person in terms of communication style, skills and effectiveness. The major concern is to identify those skills, analyzing and then implementing in professional life. Full name of clinton is hillarydianerodhamclinton a well known American politician, She performed their deuty as 67th united states secratory of states from 2009 to 2013 under the president of Barack Obama.Clinton has achieved many firsts in her roles as First Lady of the United States, U.S. Senator, presidential candidate, and Secretary of State (Simon Schuster, 2003,12) The purpose of this report is to identify professional communication aspects in relation to the communication†¦show more content†¦she is lawyerly and direct. she is extreme on issues, however delicate about her own issues. her inclination to impart is a manly style made her less thoughtful as a first lady.as per hypothesis and book she embraced a more ladylike style as a communicator amid her presidential offer than she used in her discourse as a first woman. (Nichola.D.Gutgold, 2009) NON VERBAL COMMUNICATION: †¢ One of the key component of HillaryClinton is she is master at building rapport and one of the way she use is build rapport within the context of his handshake and eye contact. This skill made her â€Å"feel more human† to the common person. And for a while person believe that he/she and Clinton are only humans in the world this is an assence of making rapport. †¢ Steady eye contact and blink less skill makes people feel more comfortable, Clinton is master at connecting audience and making everyone realize that she is directly addressing them. Her eye contact changed throughout speech. Eyes were more focused and up on moderator. People often blink eyes when they are in stress and this is a sign of anxiety. Blink more makes audience that you are uncomfortable, dishonesty and confusion. By following eye path speaker’s true intension can be measured as eyes are soul’s window. VERBAL COMMUNICATION: †¢ she grin and raise open-plamed hand high and say enthusiastically,i love the soul of the american individuals (she does it incidentally) puts forth

Opportunity Analysis of A New Business Venture REALAKTIV

Question: Discuss about the Opportunity Analysis of a New Business Venture for REALAKTIV. Answer: Introduction The innovation in the business forms the key to growth and sustainability and the idea to withstand the competitors therefore highlights the need to conduct an opportunity analysis (Deane et al. 2006). This helps the possibility to identify the emerging ideas and trends which when combined with the consumer latent needs helps to redefine a product or service in a given market. Therefore innovation can be built upon an existing idea, product or service, while it can also be unique which has not existed before adding value to the user (Brodie et al. 2009). In this report, a new business opportunity, REALAKTIVE will be highlighted as a feasibility idea wherein a self analysis, venture description, external market research, industry analysis, feasibility technicalities, financial aspect, multiple scenario and scalability for the future. It will also help to understand and test an idea for its viability and the potentiality to emerge as a dominant trend favoured by the consumers. Health s afety is important and hence organic foods score versus non organic foods should occupy consumer mental space. Elements of self analysis The entrepreneurship is a process which has distinct stages to design and launch a product or service or both that separates itself as new in this world. The challenges are however, the scope of the idea to be translated into the reality as there are many barriers that are inherent to the whole process. The trait theory states that it is inborn while human capital which has the capability to align the resources, finance and materials in time shows the managerial capabilities (Dess and Lumpkin, 2009). It can be defined as entrepreneurial capability that has the passion and the attitude to pursue the vision in mind. Therefore it is essential to understand the three elements which are human capital, the entrepreneurial side of the human capital, and the demographic control variables. Human Capital Characteristics Rating General Education and knowledge Medium to High Managerial High Capabilities High Demographic control variables Medium Entrepreneurship specific Entrepreneurial skills Medium Family background Low Attitude and passion High Venture specific Knowledge domain High Motivation level High The above analysis shows that it is more of general perceptions of the industry, the ability to think innovatively which has creativity to drive the idea at conceptual stage to reach entrepreneurial level. The self analysis is about the ideologies that are based in mind while the capabilities will be only tested when the concept is translated into a entrepreneurial venture (Dobson et al. 2009). Proposed venture Description: The proposed venture is about pure organic product (agri produce) which is the result of natural farming methods aided with advanced technology of seeds that is ideal for backyard gardening or organised large scale farming. The goal is to provide pure organic food (farm fresh vegetables) that are completely free from traces of pesticides and insecticides, no chemical treatment use of preservatives before packaging, till the end user buys for consumption in UK. It can be segregated into vegetables, fruits and whole grains. Organic- more than 95% organic agricultural ingredients is the purest form, Certifying body stamp Country of origin EU/US/AUS accredited registration number Use by date(latest) Name of the product, brand, category Weight( in metrics) Name and address of the producer Ingredients listing Name of the venture: REALAKTIV The total investment in the venture was 60,000, with both contributing equal share for the business. Customer profiles who prefer organic food for healthy living and eating, and earns at least $35,000, a graduate and falls in the age group of 25-60 years of both genders are the target market. This will be done in a staged manner with strategy adopted based on the consumer acceptance of the brand REALAKTIV. Market research: There is a widespread organic product that is available in the market with retail store brands ranging from vegetables, whole grains, fruits (Greasley, 2009). The total market size in UK is 400 million and it is growing at the rate of 15% YoY. There are certified organic produces who are either producing partly organic (70-90) % while rest are the non organic market of agricultural produce. The market share in terms of organic and non organic in the retailers stocks is shown below. Retailer Total Grocery in millions Organic vol in Millions Importance of corporate strategy Tesco 25.3 26 Medium ASDA-Walmart 14 4.5 low Sainsbury 14.1 28 High Morrisons 10.5 4.5 Low Waitrose 4.9 23 High Coop 5.4 3.6 Low LIDL 3.7 0.9 Low ALDI 4.9 0.5 Low Iceland 2.0 0 Low Ocado 0.5 7.0 High MS 3.1 2.0 Medium The key reasons the conscious customers are buying is because, taste is better, no pesticides, better for planet environment, animal welfare (poultry and meat), perceived better quality and health benefits (Handlechner, 2008). There is 3.2% growth in supermarket YoY (2014-15), 9.1% growth in box schemes, 15.2% in catering and 7.5% growth in independent retailers. Most of the sales is now coming for the connected customers (online and technology) and the Millennials (upto 40years age) (Paul, 2012). Marketing Strategies: Product: The first foray is in produce, and subsequently the company will enter grocery, babyfood, bakery, meat fish poultry and dairy. Price: Premium segment pricing that corresponds to the pure organic category (95-99%) of vegetable produce. Promotion: Promoting the launch events in television culinary shows, and new customer engagement process through blogs and social media for educational strategy to teach the enhanced methods. Place: The online website (web2.0) and retailers stocking the brand REALAKTIV. People: The contract based employee will be specialised to handle the supply chain functions, inventory, packaging and labelling and distribution functions in UK. The people will be trained to be the brand ambassadors coordinating with the retailers to stock the brand REALAKTIV. Process: The element which will set the brand REALAKTIV is the processing of the agri produce, with organic manures for the farming land. The soil testing to find the actual soil composition will be done, and any deficiencies will be treated with natural methods. Physical evidence: The print media promotion that is online presence is first step to increase brand visibility and penetration to differentiate from others (Shafie and Rennie, 2012). The packaging process videos of the products will be uploaded in YouTube. The first company outlet will be established in the Eastern London area. Industry analysis The market as per the UK organic trade board is in abundance of processors, manufacturers and marketers engaged in organic activity with business selling vegetables and fruits which shows that there are different players engaged in the total supply chain management (Pracejus et al. 2003). The packaged processing has shifted towards the fresh produce and or British origin which is growing each year and accounts for 53% of the total market in the organised retailing sector. There are organic suppliers, producers and retail marketers who are also supplying to the supermarket own brand, catering, hotel chains, flights and cruises, box schemes and online (Zepeda and Deal, 2009). To understand industry forces where the own label organic brands are affecting the business, the following tool is used. The issues are late entry, entry with high price amidst big established competitors in the fast growing market also needs buyers preference to be customised (Shafie and Rennie, 2012). Porters fi ve forces: Threat of new entrant: The success of a new entrant depends on inking the deal with the agri-producers and the ability to distribute the products. The establishment of the organic firm can require huge farming requirements with organic manures, testing, output to be tested which requires time (gestation period) and financial support (Winter and Davis, 2006). Threat of substitute product: The substitutes have a lower price, and ample number of different grades of organic foods that are priced differently. The grades define the quality of the existing product and pricing done accordingly will help Bargaining power of customers: The customer understands that the organic produce is important for maintaining the eating habits, and hence the power as a customer is high as there is low price sensitivity. There is also low dependency on the distributors as choices at store and doorstep delivery is abundant. Bargaining power of suppliers: This is making tough to penetrate the market as higher concentration of the players have longer negative term impact. The retailers, marketers, processors and manufacturers all are equally looking at this lucrative market growth that can create cartelisation of prices sourced from common source. Intensity of competitive rivalry: The industry is growing fast that is spread across fruits, vegetables, meat, poultries, milk, bakery and even beverages that is finding place in the organic industry marketing. The present competitor is on price but the future competition needs to be differentiated on the quality pure organic, and partial organic that is more on the qualitative parameter. Technical feasibility The organic firm setup and processing with manufacturing to the packaging element and distribution to the retailers presents the total end to end supply chain process. The total output of a farm (owned or leased on contract) will depend on the soil nature and type, the availability of organic manure, gestation time from start to the first harvest, the testing, labour and finance. All of these are feasible when the market based (pull) exists for the (95%) pure organic produce. These above elements are controllable while the climate conditions and the whole operations impact on the local community; ecological damage needs to be studied. The use of machines that are a larger part of the crop cutting while the use of biodynamic agriculture that uses unified and individual organisms that balances ecosystem for soil, plants, animals will be undertaken. The bio-intensive farming systems also can be thought as a key driver to achieve (95%) purity, which uses minimal land and improve soil quality as the agricultural process is ongoing. The soil conservation process for greater sustainability will be done where, crop rotation, contour farming, water conservation, residue management will be done to gain on time, and keep soil productivity balanced. The training of the labours on contract will be the key to turnaround the framing process. Financial feasibility: The cost of the total project that has harvesting, stocking and packaging and overall REALAKTIV activities are shown below: Cost 2016 First Quarter 2016 Second Quarter 2016 Third quarter Owner hours spent on marketing/online 1000 500 480 Owner hours spent on Supply chain 0 500 5000 Owner hours spent on farm activities 2000 480 250 Transactions per customer/month 1 2 4 Spend per customer 20 31 39 Business referral partners added 3 4 3 Investment 60,000 0 0 ROI 20% 31% 35% Profit after expenses 8000 11,580 15,900 The firm specific activities that are necessary for REALAKTIV to adopt the bio-intensive farming systems, is underlined here. Resources needed Per month Per Year Per 3 Years Natural manure 2250 27000 81000 Seeds GM 3000 36000 108000 Labour 8000 96000 288000 Other 500 6000 18000 Interest 2000 24000 72000 Principle return 34,575 4,14,900 17,44,700 Expenses total 50,325 603900 2311700 Scenarios The options for the REALAKTIV can be conservative or full-fledged approach where the operations will differ so will be the strategies for harvesting and packaging. The approach will be market survey to identify the demand of premium organic produce followed by establishment of firm, bank mortgage after business plan feasibility approval. The three years time horizon that has been earmarked for the ROI (return on investment) for the firm where the judicious mix of the seven Ps of marketing explained earlier will be deployed. The profits each month to be reinvested continuously for the first year till the ROI is achieved. The target is to keep the overhead cost low, the output per firm to be high weathering the climatic irregularities. The choice of right strategy will depend on the market response (reality scenarios) and the strategies deployed to execute those (Zepeda and Deal, 2009). The QMS (quality management system) practices to be implemented with HACCP (hazard analysis and crit ical control point) to be introduced and labelled in the packet is necessary to project brand image premium tag. The outsourcing option to do continuous replenishment in retailers for REALAKTIV, will have smallholders and external assistance in quality management, training and QC methods download and the incentives for achieving (95%) purity in organic produce. The threat of premium organic foods from the retailers is likely to happen, as the organic market is moving towards the maturity stage of the PLC (product life cycle) curve. At this stage the consumers seek differentiated brands and want to move ahead seeking novelty by paying premium. There can be faster acceptance and higher sales prompting the competitors like retailers to offer to buy stake or want to do MA. Scalability The strategy is to differentiate the REALAKTIV brand is needed to showcase the premium pricing and the scalability. The initial strategy that is demand centric will be tested with the market accepting the brand REALAKTIV while the subsequent offline and online strategies to expand the REALAKTIV portfolio will require the following thrust in retailing, home delivery and penetrate the B2B segment of the foodservice industry. The key issues here is the stock after the harvest and gaps to be met by the import where quality needs vigorous testing. The scalability in REALAKTIV will happen from brick and mortar to the online version where home delivery will enable to capture front part of supply chain. This forward integration of activities will help to streamline over time that will use the experience curve to foray into service centric from the present product centric offerings (Pracejus et al. 2003). So customisable solutions of organic product in terms of volumes, quality for the food s ervice sector can be done, which can be extended to hospitality industry as well. Conclusion The above report hence outlines the basics of the entrepreneurship where the existing product like organic food with purity over (95%) will be the choice of the innovation. It will be requiring the advanced agricultural technology, a detailed process of HACCP certification followed by testing to create a product that is worth the price (premium). The opportunity analysis thus laid down the stages, the key forces acting on the business, the strategies to eliminate, the financials which will be used to generate revenues, expansions and foray into other product range. Entering a high growth arena is a tough, as it will be critical for the company to understand its demand before penetrating the market, however, the product to service shift for the organic produce will be ideal to customise the customer aspirations. The success of the innovation is largely dependent on the farm land quality, the treatment process, seed quality and trained staff executing the whole process. References: Brodie, R J, Brookes R .W. and Little, V. (2009). Towards a paradigm shift in marketing; an examination of current marketing practices. Journal of Marketing Management, 13(5), 383-406 Deane, R., McDougall, P.P., and Gargeya, V.B., (2006). Manufacturing and marketing interdependence in the new venture firm: an empirical study. Journal of Operations Management, 10 (3), 329343 Dess, G. and Lumpkin, G. (2009) Strategic Management: Creating Competitive Advantages. 6th ed. London: McGraw-Hill Education. Dobson, P. et al. (2009) Strategic Management: Issues and Cases. 6th ed. Hoboken, New Jersey: John Wiley and Sons Inc. Greasley, A. (2009) Operations management in business. 6th ed. Mason: South-Western Cengage Learning. Handlechner, M. (2008) Marketing strategy .5th ed.Canada: Grin Verlag. Paul, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412422. https://doi.org/10.1108/07363761211259223 Shaafie, F. A., and Rennie, D. (2012). Consumer Perceptions Towards Organic Food. Procedia - Social and Behavioral Sciences, 49, 360367. https://doi.org/10.1016/j.sbspro.2012.07.034 Pracejus, J. W., Olsen, G. D., and Brown, N. R. (2003). On the prevalence and impact of vague quantifiers in the advertising of cause-related Markeitng (CRM). Journal of Advertising, 32(4), 1928. https://doi.org/10.1080/00913367.2003.10639146 Zepeda, L., and Deal, D. (2009). Organic and local food consumer behaviour: Alphabet Theory. International Journal of Consumer Studies, 33(6), 697705. https://doi.org/10.1111/j.1470-6431.2009.00814.x Winter, C. K., and Davis, S. F. (2006). Organic foods. Journal of Food Science.