Research Paper on Environmental Factors in global and domestic marketing - Free Essay Example

Sample details Pages: 5 Words: 1388 Downloads: 5 Date added: 2017/06/26 Category Marketing Essay Type Research paper Did you like this example? ABSTRACT The research paper has been prepared on Environmental Factors in global and domestic marketing. The main objective of this research is to understand the complete meaning of this subject and analyze the current marketing fundamentals. Several evidences have been used to support the topic. It presents key concepts that are practical and useful. INTRODUCTION TO MARKETING Prior to starting with discussing the Environmental factors for domestic and Global marketing, we must get an understanding of what is marketing? And what is the significance of marketing in the growth of a firm? MarketingÂÂ  is the one of the most important process by which companies attract customer interest in goods or services. It generates the plan and strategy that underlies sales techniques, business communication, and business developments.ÂÂ  It is an integrated process through which companies retain the existing customers and attract new customers which is directly proportional to turnovers and profit. The adoption of marketing strategies requires businesses to shift their focus fromÂÂ  productionÂÂ  to the perceived needs and wants of their customers as the means of stayingÂÂ  profitable. Marketing is used to identify theÂÂ  customer, to satisfy theÂÂ  customer, and to keep the customer. As a customer with respect to the market ing of a company, my expectation would be what new the firm has to offer. To keep the interest of customer a firm must keep on upgrading the feature of product or bringing new products and keep the marketing to the best. Marketing is based on various environmental factors which are Social Economical Technological Competitive Regulatory Social factor defines the demographic characteristics of population, gender differences, buying patterns of the customer, culture attitudes and diversity. Economical factor defines the standard of living on customers, purchasing power of the customers, expenditures, and resources that affect the business running cost. Technological factor defines the engineering work. Competitive factor defines firms which work in same area or in layman language produce same product or provide same services. Regulatory factor defines patenting of the product, licensing related, taxes, contracts, permits etc Don’t waste time! Our writers will create an original "Research Paper on Environmental Factors in global and domestic marketing" essay for you Create order GLOBAL ECONOMIC INTERDEPENDENCE Global Economic interdependence is all about the relationship between countries or regions that depend on each other for the business and product or service to be consumed. This interdependence comes with the skill of the labor, the availability of labor, cheap labor and natural resources used into manufacturing of the products etc. The manufacturer of product A is the buyer of B and the producer of B may be buyer of C, so this creates an interdependence cycle. If A is good in business then B business is enhanced as A has purchasing power to buy B. Let me explain this with an example.USA outsource the Information Technology related work to countries like India and China coz India and China has cheap labor which has expertise into Information Technology which is making US economy strong and also the development of these counties as it is generating job opportunities into Asian countries, with this increase in standard of living and purchasing power Indian and Chinese can af ford to purchase US products. IMPORTANCE OF DEMOGRAPHICS AND PHYSICAL INFRASTRUCTURE Demographic and physical infrastructure has huge impact on the firms policy making and planning the lines on which the firm would work. For example there is a construction company Paul Constructions which is deciding which cities it should target for next 5 years to put on their project, for this Paul Construction has to consider which cities are growing in population and the standard of living of people of cities going up so that they can purchase the special product of the firm. Some firms start up their branch only in cities which has great infrastructure .Infrastructure is a main thing which support to a firm. An IT company which has all international clients then must be near to an international airport so that the client and employee do not take time in travelling. Good roads and other ways of transportation decide the time the product reaches market from the assembly line, any sort of delay is revenue losses. Suppose a luxury car company wants to set up a show room into a city then it has to consider the purchasing power of the people of the city or region. It doesnt make a sense that a manufacture set up a branch or show room where hardly somebody has the standard of buying the product. INFLUENCE OF CULTURAL DIFFERENCES Culture relates to language, religion, values, education, social organization, technology and material culture, law politics and aesthetics. International marketing must keep in mind the cultural aspect of the region where they want to promote the business in coming time. The region which has a different language or style then marketing in same language or style has great impact on customers. The marketing manager must keep in mind that the marketing strategy has positive religious aspect, there should not be any hurting to religious feeling of the customers. There are vast variations of values and attitudes between nations and even within. Deep knowledge and detailed analysis of the local environment is needed prior to taking product or service to that locality. The level and nature of education vary between nations and regions, so with respect to marketing right medium and way has to be applied so that consumer gets attracted to the product, for example audio adverti sements are more significant in regions where literacy rate is low rather than printed. A marketing manager has to consider how a nations society is organized; the level of influence of class or casts upon a society needs to be considered. Technology and Material culture has to be also kept in mind while preparing the marketing strategy where in one must consider the power sources, roads, and other infrastructure and how fast in a region technology advancement would happen etc. The political ideology on which the society is based will impact marketing strategy for example UK has completely different political setup then an African country, Aesthetics is all about bringing the artist out of you through any medium may be smell, taste or color BUSINESS ETHICS AND CORPORATE SOCIAL RESPONSIBILITY Business ethics and corporate social responsibility is a big factor in deciding marketing plan and strategy. Business ethics and corporate social responsibility is not about laws and regulations within the firm or the legal standards but it is gaining the confidence and respect of the consumer to sell the product. Firms are aiming towards better business practices and ethical behavior. Demand of a product of the company is directly promotional to the higher standard of corporate social responsibility. For example Indian IT companies believe in transparency of the funds it gets from the client so that the client gets a clear picture of what he is paying? Is he paying right? Such a practice earns them the respect and confidence of the clients. There are a number of actions which a company can take but they may legal but unethical. Some companies ignore this factor in order to earn right profits but have to face consequences afterwards. Foreign Corrupt Practices Act of 1977 Foreign corrupt practices act was enacted by congress in 1977 to stop the bribery practices to gain foreign business. This act has two salient points 1) how to spot FCPA issues and 2) how to recognize a bribe violation. INFLUENCE OF TECHNOLOGY Technology has great impact on marketing research and strategy. Technology changes or rather advances the ways in which the research is done, the way marketing manager gets tuned with advance technology coming in. There is a huge impact of technology in storing, retrieving the companies and consumers data which helps in vast way in doing marketing research. The advancement of technology has brought in the better ways of communicating with customers for example now customer do not have to go out to stores to buy a product rather they can order it online using internet. Internet is the biggest means of advertisements and marketing, sites for various companies and firm who maintains customer relationship where customer can input feedback s and complains of a product he/she has bought or get online assistance of how to use it etc. Search engines like Goggles etc help in great deal in finding the information and collection of raw, fact and figures to bring up the marketing strategy.

A Brief Note On The Garment Industry And Bangladesh

Garment Industry and Bangladesh Developing countries throughout the world have found themselves with a tremendous amount of hardships to be able to have an effective economy while developed countries continue with ease. These developing countries tend to have a mentality to do anything to be part of the global economy and have an influence in the world. Bangladesh is one of these developing countries that are trying to become an influence in the global economy by allowing multinational corporations to build and have garment factories in their countries while profiting by the work these companies create. Unfortunately, the workers in these factories face unfair treatment by their employers and work under unsafe conditions that can eventually cause them to die. In this essay, we will analyze the effects of globalization and how the rise of multinational corporations has innately transformed Bangladesh’s labor. But before we do so, we must understand the way the history of the ga rment industry has influenced the world. History of the Garment Industry in Bangladesh The United States is currently the largest importer of merchandise in the world. During the 1950’s American clothing companies manufactured much of their garments here in the United States. As time progressed, manufacturers began to move their factories outside of the United States looking for the most profitable methods to produce and sell clothing. Most of the companies went to developing countries where thereShow MoreRelatedEmployee Health Safety7648 Words   |  31 Pageshealth and safety performance within small enterprises. Focuses on an approach to employee participation through regional health and safety representatives and provides an analysis of the factors necessary to ensure their effectiveness, based on Bangladesh. 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And we are here to refresh the Bangladesh again with a strong sprite. 1.1 Product Preview This product is produced under the brand name â€Å"Tea Garden†. This product is available in a box which contains 30 tea bags. It is also available in mini packages that containRead MoreWills Lifestyle7563 Words   |  31 Pages Internship Brief The industry internship programme is an introduction to the industry and understanding of designer’s role and responsibility in this context. It is aimed at providing us with a professional design experience by familiarizing us with a working knowledge of the functioning of the apparel industry and the relationship between design and production. The eight-weeks of on-the-job training develop practical orientation towards the functioning of the apparel industry in the areas

Social Media Afford An Governance Workplace -Myassignmenthelp.Com

Question: Discuss About The Social Media Afford An Governance Workplace? Answer: Introduction Organizational behavior is simply the study of behavior of individuals in a team setting. How members of an organization behave with each other largely goes to define the culture at that particular organization (Alvesson, 2015). Immense efforts are put in to study this behavior and put that knowledge for the betterment and growth of the organization. It is a detailed subject and aims to understand, predict and eventually manage human behavior in various organizations. Human resource experts consistently strive to maintain a productive culture in their firms. And organizational culture is extremely important for the employees. A culture that encourages transparent communication, innovation, team work and hard work can motivate employees to work better towards the main goal of the firm (Hogan, 2014). Whereas a culture that encourages self-growth, vague communication and unfair rewards and practices can foster demotivation in employees eventually leading to failure in achieving the goal s of the company (Helms Mills, 2017). In this report we will be discussing a case of the company BM Global Services Manila or GSM which has just witnessed a major office and cultural shift in the organization. The case addresses three important questions regarding recommended dimensions of organizational culture, motivational theories and leadership styles which are answered below. Case Summary The case throws light on the growth and success achieved by BM Global Services Manila (GSM) in a span of a short while. Baker McKenzie is one of the top five law firms by revenue as well as headcount. GSM is Baker McKenzies largest insourcing facility employing over 900 people from across the globe whose job is to provide support to 77 Baker McKenzie offices spread over 47 countries around the world. The year 2000 begins with opening an office in Philippines which will be the firms 14th office in Asia Pacific. The growth of the company was commendable and by 2014, from a crew of 5 document processors, GSMs business units occupied several floors across 4 different buildings. This fast pace of growth left little time to plan offices. In the year 2015, GSM went through a major change with an idea to bring about a change in the office space as well as in organizational culture followed by GSM. Project Convergence was introduced and started with an aim to change the office land and culture. The project commenced by building a new office for the employees and designed by the employees. The major changes in the new structure included: Getting rid of biometrics: this was done to instill a sense of trust in employees and ensuring that their performance is measured by results rather than minutes spent in the office (Rao, S. 2013). Reinvented in house leadership: Offering lesser leadership more and encouraging employees to manage and take responsibility for their own work was done to motivate employees to track their own performance and work in accordance with it. Exerted constant feedback: 360 degree reviews were conducted in order to keep the employees on their toes and help them be aware of their performance. This helped in motivating employees when they lacked and guiding them upon ways to perform better (Lazaroiu, 2015). Rating free performance evaluation: This system was brought into practice to make the performance evaluation much healthier. Every employee was now only competing with himself and no ranks were given. This ensured that people are only concerned with their own performance and are working towards improving them. This helps as bad performers dont feel demeaned and insulted and good performers do not become lazy knowing that they are doing better. New channels of communication: Newsletters, Town halls, leaders forums, coffee talks and employee hotlines were installed and in place to encourage more communication among employees and create a sense of transparency in the organization (Marsick, 2015). Furniture: Seats were now configured to encourage impromptu meetings with clients and team meetings. This was done to encourage and instil team work among the employees. This created an open plan structure which enforced free communication among teams. This was not just a change in the office structure or office policies, this brought about a change in the mindset of employees. This ensured their organizational behavior changed and worked for the betterment of the firm. Transparency, integrity, accountability, trust and collaboration were the values stressed upon this new setting at GSM. This new office hence infused a new life in the organization and has yet been efficient in building a more positive and productive organizational culture. Dimensions of Organizational Culture Organizational culture predominantly includes a system of shared values, beliefs and assumptions that define how people behave in an organization (O Reilly, 2014). This culture is very important and shapes the future of the organization. There are various dimensions to the organizations culture. A combination of these different dimensions create the culture in an organization and it is very important to note that no cultural combination can work for every organization (Alvesson, 2015). The given case has paid attention to, changed and promoted the following dimensions in order to attain the culture that currently exists at GSM. Level of decentralization: Decentralization is the amount of decision making authority given to people of the organization. In a centralized organization the right to make decisions and formulate strategies lies with one person or team at the center. While in a decentralized organization, this responsibility shifts to all the employees of the organization (Mahmood, 2014). GSM has been promoting a decentralized organizational culture where employees are trusted and given authority to make their own decision. Leadership roles have been minimized so that employees are responsible for their own performance and can take charge of the responsibilities given to them. This instills a sense of ownership in the employees and helps them remain motivated and loyal to the firm (Appu, 2015). Transparent governance: GSM has also been actively involved in governing transparent procedures, meetings, reviews etc. Their furniture is meant to include impromptu meetings with clients and within teams. They have adopted an open plan, no one is given any cubicles to sit and yet every employee is able to focus on his work. The management is always willing to help and they too have adopted an open door policy. This cultural change helps employees remain more informed about the organization with which they work and this in turn instils a sense of ownership and motivates them to work harder (Vaast, 2013). Open communication: GSM employees believe in open communication. There have been an introduction of newsletters, town halls, coffee talks, leaders forum and employee hotlines. This is done to promote open communication. When employees communicate freely with one another, it is easier for them to work together in teams. Grievances are addressed properly and a team spirit is developed leaving no scope for miscommunication. Open communication also helps in letting employees know exactly what is expected from them (Kim, 2013). This makes sure that the employee is clear and can deliver as per expectations. Lastly, open communication also helps in creating the office environment more relaxed, people do no fear to voice their opinions and this makes them more confident and accountable. Individual autonomy: Individual autonomy is the best way to show an employee that the firm trusts them. This means giving an employee the freedom to decide the roles he should perform and take decisions for himself. Every employee is given the idea to perform without any pressure. This autonomy prepares employees and increases their productivity (Siegrist, 2016). It helps employees take responsibility for their actions. Many times employees dont work under pressure. Individual autonomy solves that problem and helps employees take their own decision and responsibility for their actions and performance in the organization. This also builds a level of trust in the minds of employee for the employer and with increased trust, everyone aims to work harder towards the shared goal. Outcome oriented: A firm can be outcome oriented or process oriented. Outcome oriented organization believes that ends justify the means whereas a process oriented firm throws light on the process rather than the outcome. GSMs culture is that of outcome orientation. This is a more result oriented approach. And it is adopted when employers when trust in their employees and dont feel the need to check every move that they make (Fiske, 2013). As long as employees are helping the firm win cases, it does not matter how they do it. This is why GSM removed biometrics from their office because they realized that employees productivity is best measure by his outcomes and results and not by the number of hours he or she spent in the office. This makes employees more responsible. This also helps to provide employees with a work life balance and this is one of the biggest motivation factors for the employee. People Oriented: People oriented organizations value their human resource as one of their biggest assets. GSM has adopted this structure and ensured that their employees are valued, trusted and cared for. They have provided employees with a relaxed work environment where they can come and go at their own will as long as they are delivering results. Employees are also given open feedbacks so that they can improvise and better their performance. They have worked hard in letting employees know that they are valued by removing leadership roles and giving them their own responsibilities. This is one of the ore difficult tasks for a company to accomplish. This increases employee loyalty and makes them work towards achieving common goals for the organization. Participation: Encouraging participation is very important in every organization. It is a way of involving everyone to take decisions and instilling a sense of ownership and team work. This is very important as employees work together through better communication channels and stay motivated. If employees are not allowed to participate in team decisions, it can lead to a level of frustration in their minds as they will feel that they are not trusted or they are not competent enough (Martinez, 2017). To remedy that, allowing employees to participate, helps them feel more connected to the organization and they become more dedicated towards accomplishing goals. This also makes communication more transparent and clear and helps to avoid any misunderstandings as they might exist. Motivational Theories Maslows hierarchy of needs: This is the most well-known theory of motivation used in various organizations in order to motivate employees. This theory throws light on various needs of an individual. Maslow has hierarchically classified all the needs of human beings (Lester, 2013). There are five important aspects to human needs as given below. Maslow suggests that the physiological needs of humans take precedence over all other needs. Once the need for water, warmth and rest is fulfilled, an individual aims to acquire a sense of safety and security in his life. Post that the need for relationships, friends and a social life comes into the picture which provides an individual with a feeling of belongingness. Over that comes individuals needs for a feeling of accomplishment also known as esteem needs. These are at last followed by self-actualization and self-transcendence (Cao, 2013). In an organization, GSM has focused on satisfying all these needs of their employees. Employees physiological needs are satisfied by the salary that they receive. Safety and security needs are satisfied by providing job security to employees. A relaxed culture of open communication in the office and team work within the organization helps employees fulfill their belonging and love needs. Rewards, appreciation followed by a 360 degree feedback of the employees provide them with a sense of accomplishment hence fulfilling their Esteem needs. Lastly, providing employees with the freedom to make their own decisions and holding them accountable for their actions helps employees fulfil Self-actualization needs. McClellands need theory: Also known as Need theory identifies that individuals have three needs, and they can remain motivated if these needs are continuously fulfilled. McClelland justifies that every individual has these three needs irrespective of their age, caste, gender, location or creed (McClelland, 2015). These three include need for Achievement, Need for Affiliation and Need for Power: The organization GSM has actively worked towards fulfilling these three needs of its employees. The employees remain motivated and try to work harder once these three needs are predominantly fulfilled in an organization. Need for Achievement: By giving employees the responsibility of their own work and giving consistent feedbacks has helped fulfill the need for achievement. Employees remain motivated once they feel a sense of accomplishment. All the employees at GSM are working to fulfill goals and tasks. The environment at office motivates them to work harder and achieve goals and this fulfills their need to achieve (McClelland, 2013). Since GSMs culture is very goal oriented and not process oriented, it becomes increasingly important for employees to accomplish their tasks and achieve their target. Need for Power: This need for power helps employees feel powerful and in control. This power can be levied over other people or on oneself (Holmes, 2015). Especially in the law industry, employees of GSM are winning cases every day and this instils in them a sense of power over other. Besides this, reducing leadership roles at GSM, provides employees a sense of power as compared to the earlier culture where they were reporting to supervisors and their time spent in office was checked. At GSM, the need for a leader-follower relationship and influencing power over others is NOT fulfilled. The company is promoting more team work and open culture. A few more leadership positions for experienced employees should be created to fulfill this need. Need for Affiliation: This need comes with a desire to establish and maintain good and positive relationships with those around us. It throws light on establishing a good social circle and is accompanied by a need to be accepted in a group (Thrasher, 2015). At GSM, team meetings and behavior is highly propagated. New communications channels that have been introduced like coffee talks, employee hot lines, town halls and team meetings are all encouraging employees every day by involving them in a team and helping them fulfil the need for affiliation in their lives. Even the furniture and seating arrangement at GSM is built with the aim to conduct impromptu meetings so that people can work together, achieve together and instil a sense of team work. Herzbergs Motivational theory: Herzberg established a theory of motivation by understanding exactly what are the factors that keep individuals satisfied in an organization and what keeps them dissatisfied. He called these satisfiers, motivators while he called the latter maintenance or hygiene (Miner, 2015). What organizations must aim to accomplish is changing these hygiene factors into motivation factors and involving more and more motivators in their work place. Herzberg's Motivational and hygiene factor All these factors and dimensions depend on a simple thing, organizational culture (Band, 2016). By changing the organizational culture at GSM, the firm has successfully accomplished more motivators than hygiene in their firm. These factors are accomplished by GSM in the following ways: Work place environment: By making the work place environment relaxed and friendlier, employees are motivated to work there. The environment instills a team work and this in turn makes employees work together towards a common goal. This work place environment is extremely critical for employee motivation as an average employee spends most of his day at work. An unfriendly and strict work environment can lead to demotivation in employees. Constructive feedback: Every employee needs feedbacks to improvise, learn and grow in an organization. GSM employees have focused on constructive feedback and hence employees feel more motivated to work. They are exactly aware of their performance at all times and can strive to improve according the feedbacks that they receive. If employees are not given feedbacks, they cannot know exactly where they are going wrong and this in turn will impact the employees morale and the organizations productivity (Bok, 2016). Achievement: GSM is a goal oriented organization rather than process oriented. This focus on the accomplishment of a final goal helps employees feel a sense of achievement every time they accomplish a task. This sense of achievement is not just accepted by promoted at GSM. Achievement drives employees and it is a major source of motivation, if employees dont feel they have achieved something, they will soon lose the zeal to work. Growth: Leadership roles have been removed and constructive feedback is given to every employee along with a sense of responsibility to perform their tasks. This leads to an individuals growth and development not just in an organizational space but in life. And this is a very important source of motivation for employees. Responsibility: when employees are given responsibility, it shows that the organization trusts them to perform their tasks. This motivates employees to live up to the expectations that the firm holds of him and hence leads to better and improved performance. If employees are not given responsibility, they start feeling demotivated and incompetent. Trust: By removing the biometric system of attendance at GSM, the organization has established a new level of trust in its employees. GSM has made employees know that they can use their time judiciously and the company trusts them. This is a motivating factor for employees as now they feel responsible for delivering their targets. This trust is very crucial between manager and employee and also between team members (Seo, 2016). Lack of trust can lead to a sense of frustration, incompetency and will eventually adversely impact the employees performance In the long run. Leadership Styles Leadership styles are an important part of every organization and are an important aspect in defining the culture of an organization. There are various styles of leadership and no style is best suited for every organizations. Most of the traits of a leader are owing to his personality and that is why selection of a leader in any organization is a critically important task (Bryman, 2013). GSM is going to immense changes at the moment. Their office as well as organizational culture have seen tremendous changes from before and this is why it is believed that a transformational leadership style is best suited for the organization at the moment. Transformational Leadership: In this leadership styles, leader joins hands with subordinates and works to identify key areas in the organization that needs to be changed. Usually when any company is going through major structural, cultural, or geographical changes, transformational leadership style is the best way to go forward. This leadership style involves the team working together to identify needed changes from the organization and they together decide upon a vision and work to accomplish it (McClesky, 2014). Transformational leadership A transformational leader has the following qualities. How can these qualities help in GSMs organizational structure is defined below: A Clear vision: A transformational leader has a clear vision about the organization. This includes both long term and short term visions. When an organization is going through changes like these it is imperative that the leader has a strong vision for the firm that can be shared with employees. Courage: A transformational leader must have the courage to take on new challenges. In the changing atmosphere at GSM, it is crucial that the leader is not resistant to change but is rather willing to take up new challenges. Self-Motivation: This is an important aspect because members of the organization look up to leaders for motivation and positive energy, if a leader is self-motivated, that motivation will automatically get inflicted upon the followers and inspire them to work harder (Elliot, 2017). Inspiration: In the changing office culture, it is possible that employees may find it difficult to adjust to the new environment. This is where the role of the leader and his ability to inspire his followers comes into picture. If the leader is able to inspire his followers through behavior or communications, then it is a huge advantage for the organization. People Management: Not just a transformational leader but in every leadership style, it is very important that the leader knows its people well and consistently aims to inspire them. A transformational leader encourages one on one conversations, understands the needs of the employees, gives them constructive feedback and in turn helps them in their personal growth (Baruch, 2017). This will eventually lead to better performance and organizations growth at large. Participation: A transformational leader encourages participation at a strategic level from all the employees of the organization rather than taking standalone decisions. This inspires and motivates employees as they feel a sense of ownership towards the organization and work harder towards achieving company goals. References: Alvesson, M., Sveningsson, S. (2015).Changing organizational culture: Cultural change work in progress. Routledge. Appu, A. V., Sia, S. K., Sahoo, B. C. (2015). Creativity at Workplace: Proposing Some Contributors.International Journal of Innovative Research and Development,4(5). Band, G., Shah, N. V., Sriram, R., Appliances, E. (2016). 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Technology And Innovation In Tourism Leisure And Event Management

Question: Describe about the "Technology and innovation in tourism leisure and event management". Answer: Introduction: Tourism, leisure and event management are focused on the leisure of the people. It has been observed that leisure is defined as the quality of experience of travelling everywhere. It has been observed the people are often interested to spend their leisure hours in attractive locations. As stated by Barrera et al. (2013) leisure is an experience which usually emphasizes the dimension of the perceived freedom and choice. Riverlife is a popular leisure, tourism and event management organization of Brisbane in Queensland, Australia. This travel, tourism and event management organization is popular for the river kayaking tours. The tourists and customers have been attracted by different services such as wedding, adventure sports, night adventure experiences, rock climbing and kayaking. The organization was established in December 2003 (riverlife.com.au 2016). It has been observed that the popular organization has implemented the QR code for their services and have placed QR codes in their advertisements so that the people can gather knowledge about the attractive tour packages and the upcoming events. The role of regionaland organizational innovation systems to TLE: The Quick Response Code (QR code) is the best technological implementation for such organizations. QR code is an automated process which detects the link of the webpage (Baik 2012). Therefore the consumers do not need to put the web address of the page to search the information. They need to just scan the link and that directly takes them to the desired webpage. As stated by Shin et al. (2012), the organization has provided the website link in their brochures. However, the tourists or the clients do not show much interest in searching the links in order to acquire detailed information about their preferable rides or banquets from the Tourism Leisure and Event Management (TLE) (Narayanan 2012). It has been observed that the QR code looks very interesting (Jung et al. 2012). Therefore, the customers and the tourists are attracted because they have got an opportunity to gather detailed knowledge about the tour packages and events. Therefore, the QR code technology has helped the organization to obtain competitive advantage in Australia. Links betweentechnology, innovation and entrepreneurship in TLE: As stated by Bonifacio (2012), QR codes are the latest technology used by the organizations in advertisement, brochures and packages or leaflets. Smartphone users simply scan the QR codes and get detailed information. As stated by Shin et al. (2012), the significant advantage of this QR code is that the customers do not need to type the URL address in the brochure. The customers just simply scan the advertisements and this gives them easy and immediate access to the company website where they can see product or service specification. As opined by Qian et al. (2012), many organizations have used the QR code in their advertisements because the customers can access the website of the brand directly from the QR code. Therefore, the QR code technology plays a vital role in the entrepreneurship in the marketing strategy of the organization. Lai et al. (2013) stated that QR codes have increased the brand value and popularity of the organization. TheTourism, Leisure and Event Management relatedstakeholders and the role they play in the adoption of innovation; The tourists and the clients are the important external stakeholders of the organization. Apart from that, the employees, agents and tour guides are the internal stakeholders of this organization. It has been observed that the research and development team has implemented technological innovation. The marketing team has implemented the new marketing strategy to publish the QR codes in their digital advertisement, social media advertisements and even in their travel brochures. The research and development team has implemented individual QR codes for every service of the organization and placed the picture gallery, videos, details of the package including rate and feedback of the tourists in this QR codes. Therefore, the customers have directly searched their interested packages (Barrera, et al. 2013). It has been observed that almost every organization has implemented the QR code only for their company website. Therefore the customers have scanned the QR code and reached to the compan y website. After that the customers have searched the products and services in the company website. As stated by Gaede and Schaefer (2012), customers have lost their patience for this long process. However, the smart technological implementation has reinforced the relation between the organization, tourists and clients. Innovation and technology can benefit the host destination: Many organizations have already implemented the innovation technology in their business. The market value of the organization has been increasing gradually. Therefore, the organizations have implemented new technological innovation for attracting the global travelers. As stated by Lai et al. (2013), the QR code technology has attracted the global customers and the customers have been satisfied with the help of new technology. This will help build market value which in turn will help in their market expansion. The QR code technology will help the organization in their expansion in the host country. It has been observed that the global tourists prefer Southeast Asia and good services of the TLE (Bonifacio 2012). Therefore, this QR code technology will help the travelers to gather information about the different services of the company. Therefore, the latest innovation technology will help the organization in business expansion in host country. The ways in whichtechnology can be used as a driving-force for sustainability in TLE: It has been observed that the travel, tourism and event management organizations have included different types of pictures from adventure activities and wedding ceremonies in their advertisement because it is quite expensive (Gaede and Schaefer 2012). Another technique followed by the organization includes combining the playlists along with greeting cards. This has help in making the posters extremely interesting. It has been observed that the organization has provided many special offers through the QR code technology (Jung et al. 2012). Moreover, the organization has also added the clients feedback about the experience of the customers such as customer feedback videos in their advertisement. Therefore, the customer will feel the real experience of other tourists (Lai et al. 2013). This way the organization will gain brand value and market preference with the help of the QR code technology (Lai et al. 2013). The new technological implementation will help the organization to sustain in Australia. It has been observed that many organizations have implemented the QR code technology and improved their business sustainability. As stated by Qian et al. (2012), the customers have been attracted towards innovation and latest technology. Therefore, this technology implementation will improve the situation of the organization. TLE businesses can effectively manage innovation: The TLE business is based on the services, tourist spot and presentation of the organization. The market value of the TLE organization is based on the services. Therefore, the innovation technology in the TLE improves the services of the organization (Qian et al. 2012). The tourists or the customers will get information from the QR codes only. The tourist will watch the video directly from Youtube (Schultz et al. 2013). Therefore, the TLE business has implemented technical innovation to attract the customers and so as to provide better service to the customers. Outline how the technology or innovation was used by RiverLife: Riverlife is a popular travel leisure and event management organization of Australia. This organization offers different attractive thrilling packages such as wedding planning services, functions, adventures, night experiences and rock climbing and kayaking to the tourists and clients (riverlife.com.au 2016). The organization has gained the popularity among the travel and tourism organizations in Australia. As stated by Gaede and Schaefer (2012), the technological innovation would help the customers to fulfill their requirements. Therefore the organization has implemented the QR codes for their products and services and placed the QR codes in their advertisements, brochures and product package (Shin et al. 2012). Outline the tools and resources for monitoring the technology or innovation: The organization has used the performance Co-Pilot, Nagios and Ele Quants grid monitoring tools to outline the tools and resources for monitoring the technology innovation (Schultz 2013). Riverlife has observed that many organizations have already implemented the QR code technology in their product packages, advertisements and brochures. Therefore, the new technological implementation would support Riverlife to attract the customers through the advertisements and brochures (Watson et al. 2013). It has been observed that the organization has implemented separate QR codes for rock climbing, kayaking, night adventure, adventure sports and wedding packages of Riverlife (Shin et al. 2012). The customers have got particular information about their preferable events or tour packages. Therefore, the technical innovation has increased the customer satisfaction and attracted the customers towards the products or services of the organization. Outline the management implications of applying the technology or innovation: The management has decided to implement the QR technology for difference services of the organization (Baik 2012). The managers have already developed the individual QR code for their different services such as wedding planning services, functions, adventures, night experiences and rock climbing and kayaking. The managers have suggested designing a brochure along with the QR code of every service (Yang et al. 2013). The managers have suggested adding the URL of the videos and pictures in the QR code. Effectiveness of the suggested technology or innovation: The QR technology will help the tourists and the customers to gather detailed knowledge about the services of Riverlife, The travelers will watch the videos and pictures of the different places and services such as kayaking and rock climbing and express their interest about the tour or adventure packages (Barrera et al. 2013). Therefore, the QR code technology will act as an additional support for their marketing strategy. The QR code technology will also increase customer satisfaction. Recommendations for managing and maintaining the technology or innovation: It has been observed that Riverlife has already implemented the QR code technology in their advertisements and brochures to increase the efficiency of the marketing strategy. As stated by Bonifacio (2012), every organization needs to continuously implement technology innovation for their business growth. The research and development team has to observe the innovation technology of other organization. After that the organization will implement new innovation technology for improving the market value, brand popularity and customer satisfaction (Jung et al. 2012). The organization has to implement software development services so that the organization is able to provide smarter solutions to the tourists and clients. The organization has to develop their website and add the required information about the events and the tour packages (Bonifacio 2012). The organization has to develop the graphical and creative service to develop the annual performance of the organization. Online marketing strategy has already been implemented by the organization, but it still needs to to develop the office IT services. The organization has to expand their business in Southeast Asia (Gaede and Schaefer 2012). The existing brand value will help the organization to get the market popularity in the Southeast Asia. Conclusion: It has been observed that TLE has planned to attach the QR code in their brochure. The technical team has implemented the QR codes for every service that the organization provides to their clients. It has been observed that the QR code technology will attract greater customers. The TLE technology will help the customers to access the links of the videos behind the advertisements of the brochure. On the other hand, the organization will provide detailed information in the brochure. The customers will feel interested in accessing those videos. Reference list: Baik, S., 2012. Rethinking QR code: analog portal to digital world.Multimedia Tools and Applications,58(2), pp.427-434. Barrera, J.F., Mira, A. and Torroba, R., 2013. 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