Jourmal of Asian Pacific Communication Essay Example | Topics and Well Written Essays - 1750 words

Jourmal of Asian Pacific Communication - Essay Example How did the authors go about investigating the issue? The research questions were used to investigate the issues of study such as whether there are any significant differences in communication styles used by native speakers of American English and native speakers of East Asian languages in homogeneous groups and whether East Asian speakers of similar language proficiency exhibit the same communication patterns in heterogeneous and homogenous teams. In order to analyze the situation, various categories such as turns, words, overlaps, back channels and latching were used. What were the main findings? It was found that when working in homogenous groups, both cultural groups exhibits similar interaction and their participation was very similar. East Asians acquire shorter turns and Americans took longer turns; in addition, East Asians showed higher rates of latching compared to Americans. Make at least five (5) suggestions as to how this article might be improved. The article uses only a few variables to discuss the interactive approach, more variables can be used to provide a deep discussion on the communicative patterns. Additional study is needed to explore the cultural differences affecting the performance of groups. This study uses only a small sample data; a larger data sample would provide stronger results. If the article emphasis the decision making of students group in decision making, it will be more easily understandable for this study. Further study is needed to argue the reason of silencing result of non native speakers of mixed groups. Section-2- Self Reflection Assessment: Introduction: We had a MMH299 unit to explain about Business Communication. The objective of this unit is to expand knowledge of the nature of business communication, and provide the necessary tools and skills to help in improving the productivity in an organization. With participation in the unit, it was a completely different experience for me to gain knowledge about various aspe cts of business communication. It was, in fact, exciting to see that how an easy thing like communication was not simple at all as I have learned before. Communication is the part and parcel of our life. But I was ignorant of the wide areas of business communication. I have learned the theories of business communication through this unit. Business communication is very essential in an organization to improve the productivity and achieve the objectives. Tasks: We have undertaken various tasks on weekly in order to get a better overview of the topic. The task included explaining about the theory and History of Business Communication, workshop on Meetings Online and Technology, Teamwork, Oral and online presentations, Writing reports, Dealing with Conflict and Negotiation, providing a view on behavioral Protocols and Ethical Communication, Intercultural communication, emotion, Communication and Gender issues. Learning activities: The tasks started with the description of the theory and history of business communication. I have learned that the most significant thing in communication is to hear what is not being told. Communication theories were originated in twentieth century. Communication â€Å"is the very means by which we produce our personal relationships and professional experiences†

Psychoactive Drug (Marijuana) Research Paper Example | Topics and Well Written Essays - 750 words

Psychoactive Drug (Marijuana) - Research Paper Example Marijuana contains various chemicals that only increase in effect, releasing even more chemicals when burned, making the chemicals more stronger and pronounced should a person take advantage of them. Some of the physiological effects that a person will face when using marijuana include problems with memory and grasping something new; distorted perception; trouble with thinking; lack of coordination; increased heart rate; anxiety, paranoia, and panic attacks (Bonsor). In terms of the heart, marijuana can cause an increased heart rate, which can also lead to a higher blood pressure. The effects that a person will feel are similar to those of stress and of being overworked - by smoking marijuana, a person displays these while being stationary. They are making their heart work overtime, which, if experienced too often, the person is risking other heart-related diseases. The most negative effect of marijuana in regards to the brain has to deal with the ability to start an addiction with marijuana. Strong drugs such as marijuana increase the amount of dopamine in the neural systems of the brain. "Dopamine is a neurotransmitter in the brain that is associated with pleasure (Young)." Too much dopamine in the brain will increase that feeling of pleasure, which is one of the methods that causes the start of an addiction. A person who is using marijuana develops an affinity to that feeling, a feeling that tends to deplete them of negative feelings and emotions while under the influence of marijuana. They begin to smoke to get that feeling back, which is why marijuana tends to be a drug used for medical purposes, especially when a persons emotion is being greatly affected. Succumbing to addiction is something that is incredibly common with drugs. The person using the drug likes the effects to the point where they have to

No Silver Bullet Essay Example | Topics and Well Written Essays - 500 words

No Silver Bullet - Essay Example nform, not because it is new in the market, or perceived by many to be the most conformable, but because conformation is based on other systems and interfaces, which cannot be, in any circumstances be simplified through redesign. Additionally, when software conforms to complexities and needs, there would be no cause of alarm with regards to changeability, complexity, and invisibility. Despite the fact that the functionality and availability of software components have rapidly increased the need for writing new code has not significantly reduced. As noted by Brooks (1995, p.12), acquiring and using off-the-shelf, open-source or commercial software components may be an easier and a cheaper way of software development, but, an issue of applicability arises. Software components are more generalized and as such may not be ideal in situations where the development of customized software is intended. Therefore, instead of relying on software components, developers are opting to write new code, since they believe that it would guarantee applicability of the software being developed. The need for writing new code has not reduced significantly because of the need to ensure that the software developed confirms with the complexities and needs of systems and institutions that the software will interact with. Software components, being more generalized may not guarantee confor mity, especially with regards to interfaces and functionality. Additionally, changeability is an essential property that defines the quality and value of software. Developing software that can easily be altered to suit functionality needs when needed and when appropriate has today become very important. Some software components may not allow for changeability and, as such, developers opt to write new code rather relying on components since they can easily manipulate and alter the code they have written quickly and easily. In additional to changeability, software components are becoming less popular

Forensic Accounting in Practice Research Paper Example | Topics and Well Written Essays - 1250 words

Forensic Accounting in Practice - Research Paper Example Few are discussed below (Davis, 2010). Analytical This refers to the ability of an individual to analyze and interpret current situation with respect to future strategies. This is related with other skills such as detail orientation, responsiveness etc. Analytical skills are applied to different business operations, for instance, forensic accountants are needed to analyze legal documents where analytical skills help them in identifying the fraudulent activities. Intuition Intuition is required to give value added services. This skill is mostly acquired by knowledge, learning and experiences while developing the required capabilities. However, few researchers believe that intuition stems from natural habits and personality of an individual. Intuition is needed by the forensic accountants to improve logical analysis and programmed functioning of mind. For instance, forensic accountants use intuition to make opinions regarding financial reports and also to make linkage between different activities which might give a clue to the final fraud. Team Player This relates to the ability of a professional forensic accountant to work in cooperation with others. Team players are also required to perform the managerial activities such as leading, organizing, motivating etc. The investigations against frauds going in an organization cannot be conducted without an efficient and effective team. For instance, if a team is analyzing the financial statements, trends and ratios of a firm than all the working individuals are required to have clear opinion and consensus about the conclusions. Therefore people who are not good team players cannot coordinate well in such business operations and investigations. Auditing Auditing refers to the official inspection of financial reports and statements. The auditing skill is actually acquired by learning and qualifying the necessary courses for becoming a forensic accountant. However, experience plays a vital role in the overall development of this skill. Huge corporations especially those which are on large scale revenues are needed to conduct financial survey to identify the fraudulent activities. They hire auditors for this purpose and also to ensure the transparency of finances. Research It plays an important role in almost all the business operations but for the forensic accountants it is even more crucial. This is primarily because of the extensive research and investigations required to indentify a financial culprit. Forensic accountants have to be efficient in both primary and secondary research skills to effectively utilize them in different business operations. For instance, when a fraud is identified in an organization then the past activities and financial transactions of the culprit are extensively scrutinized which require the forensic accountant to be exceptionally good at research. 2. Describe the role of a forensic accountant within a courtroom environment. Forensic accounting is getting popularity due to recent cases of fraud such as the one of Enron. The role of a forensic accountant is changing dramatically with respect to the courtroom environment. Since major part of the fraud investigations depends upon accounts therefore accountants must be able to present their view point supported with evidence in courts. These evidences are then evaluated by the lawyers, juries, attorney and judges (Stuart, 2006). Following is a brief description of forensic accountan

How has the American media changed since 1990 What have been the Essay

How has the American media changed since 1990 What have been the political consequences - Essay Example When dealing with media, many people think of television, radio, internet, and mails. Television is the news source most relied on by the American people. The media takes the effort to share information or entertain different people in different language and location (Sterling and Kittross, 2002). Media first begun when the cavemen shouted to send a warning or communicating with people, earshot which was closer to modern methods of media, and technology such as horn, bells, drums, and fire signal. Eventually people started to use more complex methods to communicate to the next generation. The first real change in media came with the introduction of the printing press. For years the technological development of media involved distance, speed, number of copies, and quantity. Every new technology was a balance of these demands (Sterling and Kittross, 2002). The pony express was used to deliver mails faster than any other method. Speed and distance helped in the development of telegraphs. In American, the first practical telegraph was invented by Samuel Finley Breene Morse, also known as an artist. The telegraph became the most effective form of media. With the successful development of the telegraph and telephone in America communication was much easier. At this time electricity was used and with the use of electricity, the radio was introduced. Radio broadcasting thus became the new electrical communication. The telegraph, telephone, and radio were the quickest ways of communication (Sterling and Kittross, 2002). The radio reduced the reliance on wires, and also reduced the production of copies and hand-lettering. However, media development was slow and experienced some challenges such as the freedom of press, regulation of broadcasting and other issues. Freedom of press: Freedom of press can be traced back to the ratification

St. Thomas Aquinas Essay Example for Free

St. Thomas Aquinas Essay The Five Ways of the Summa Theologica was written by St. Thomas Aquinas. In this writing Aquinas argues against two objections of the existence of a God and provides five arguments in which he believes to solidify the idea that God does exist, further disproving these objections. Aquinas’s first argument for the existence of God is that of motion. To Aquinas, everything is in motion and motion must start from somewhere. He explains that nothing can be moved without something previously causing that movement and thus proves that God is real because God is the initial mover. This argument, however, does not prove the existence of God. If we were to think that this argument proves anything it would be that we do not know the initial mover nor do we know what actually causes these motions. God in this sense is used as an answer to a question that we do not really know the answer to. Aquinas’s second argument for the existence of God is based on cause and effect. Aquinas’s argument is that there is no effect without a cause; God being the cause and the universe being the effect. He also believes that this is not an infinite possibility and that there must be a start and an end and without the middle there will be no beginning or end. Again, he offers an argument that in no way proves the existence of God. Aquinas appears to be filling in the lack of answers with the existence of God and not rebutting the holes that his argument leaves open. When I turn on the light switch in my room, I am essentially the first mover and I am the creator of that light. Does this make me God because I wield the power of light at my fingertips or are there better explanations of how the light came to be? Aquinas’s third argument is simply that nothing can exist from nothing; therefore, there had to be something in existence to create this world and that was God. This argument is based on the pure assumption that nothing comes from nothing and that something can cause something. For one to assume such a thing would be completely absurd because this lacks any evidence. Similarly, Aquinas’s argument assumes a creator and fails to give adequate proof of this creator’s existence. The fourth argument that Aquinas presents is that of gradation. He states that all things have a minimum and a maximum or the worst and the best and uses the example of fire—fire is the maximum of heat. He further concludes that all beings are caused by something and that there must be a greatest of that being of which it was created by and that being is God. â€Å"Therefore there must be something which is to all beings the cause of their being, goodness, and every other perfection. † This argument explains why there can be evil in the world because God is the most good of us all and we are lesser than God. What this argument fails to describe is the idea of what is greater than God. Would there not be a more powerful, more good, more perfect being in which created God? The fifth and final argument that Aquinas presents is that all beings are on a path and lack the knowledge of that path. Thus all beings are guided by a greater being with more knowledge who directs them. Regardless if God were to exist or not, all beings are bound to die. Is that the path that God is directing us toward? There are plenty of people in the world who do not believe in the existence of God and they are not immortal, their lives still come to an end. To a non believer or skeptic living a life without guidance or acceptance of God will die just as that of a believer in God. So if God were to show us the way to the end, how can the two parties reach the same ending, one with guidance and one without? While Aquinas does make some very good points on why one should or does believe in the existence of God, he in no why proves anything of the sort. His assertions are all based on the presumption that there is a God and that he is the answer to all things without solid proof.

Beer as a social drink and its subsequent acceptance across the globe.

Beer as a social drink and its subsequent acceptance across the globe. Introduction The study will start with looking at the evolution of beer as a social drink and its subsequent acceptance across the globe. The study will also investigate how different brands came in to channelize communication of beer and incorporated community activities like football, rugby and food as moments for beer consumption to increase product acceptance. We will also look at various international festivals like the Oktoberfest and the Great British Beer festival in UK which have developed as a part of beer culture and helped in the spread of the product through replicated festivals in various parts of the world. Primary research will be done through online surveys and interviews with respondents across Europe, North and South America, and Asia to understand consumer attitudes towards beer in these regions and a comparative analysis will be done on their responses. Based on the insights, the study will investigate whether a similar model can be replicated in India for the nascent beer industry under the following heads: Which of the marketing and communication strategies used in other countries would / wouldnt work in India, and why? Opportunities for replication of festival models from other countries. Implications for the Indian beer manufacturers and marketers, based on a comparative analysis of beer positioning and communication in different cultures. Literature Review A preliminary study of literature on beer industry globally and consumer behaviour revealed the following salient points: * Research shows that beer is a non-food specific drink compared to wine. It is more of a masculine and non-formal occasion drink and associated with fun and social events. When it comes to different brands of beer, it is important for them to focus on positioning and consumer engagement. Beer has slowly become more fashionable to drink with its association with activities like football, rugby and rock music. * Peer pressure plays a huge role on the consumption of alcohol. Alcohol is associated with a list of values which are belonging, excitement, warm relationships, self-fulfilment, well-respected, fun and enjoyment, security, self-respect, and sense of accomplishment. These are important cues for any company while designing their marketing and communication strategy for their brand. * In America, beer joints stress on forming communities through engaging events and activities. The ambience of the place is also very critical since beer consumption is all about having a good time. * Forming a connect with the brand is also an important parameter when it comes to selling beer. As quoted by Mike Bristol, owner-founder of Bristol Brewing Co. in Colorado Springs a lot more people want to spend on a company that they have some common association with. Theyre local, theyre in the community, and theyre visible. Import beers dont seem to be doing well in theirr market or nationally, and he think thats a shift. Beer is also seen as a product, consumption of which does not go down even in economic crisis times. * As per Culinary Currents, Beer, Wine and Spirits. (2008, September 15). Nations Restaurant News, some myths about beer are: Dark beer is heavy Ale is stronger than lager Stout is a meal in a glass Imported beer is better than domestic beer Wine is more complex than beer Fruit beers are girly beers All beer is best served ice-cold Beer and fine dining dont mix  · Some craft beer makers have also tried to mix beer with specially crafted menu like cheese and seasonal food. The restaurants have even started experimenting with beer to create cocktails to increase penetration and frequency of beer consumption. This, though, could dilute the product personality of beer which does not reflect classy, fine dining experience but a more rugged and aggressive environment. This food and beer mix is primarily targeted towards non-regular beer drinkers and first timers.  · Some stats from the US market for March-April 2008 reveal interesting facts (Category Insight, Beverage: Beer Demographics. (2008, April). RETAIL MERCHANDISER, 10.) Beer was the fourth largest in terms of US dollar sales in edible grocery supermarket category. 37% of US adults are regular beer consumers 52% of total beer drinkers are age 28 to 49, but versus their size in the beer-consuming population, 41% of beer volume is consumed by 21 to 27 year olds 32% of beer drinkers shop for beer one to three times each week 47% of beer shoppers buy wine in addition to beer; 41% add spirits 70% are male 84% are White, 10% Latino, 6% African American 59% have an income above $59,000 Grocery is the most common beer channel choice at 46% When available, shoppers overwhelmingly prefer to buy cold beer * A brand study in one of the highest beer consuming nations of the world, Czech Republic and Britain suggests that branding played an important role in the development of the organised beer market in these countries at a national level. The entire system was well structured with organisational hierarchies in place as well as streamlined distribution channels. The regional brands on the other hand, do not follow a very structured nation-wide campaign. Although the brand development in case of national brands in both these countries are at similar levels, as we go down the bracket, the branding of regional markets in Czech becomes lesser developed compared to Britain. For the Czech consumers unlike British, brands were not a consideration in making the choice for public houses as much as the taste and freshness of the beer was. To sustain these smaller breweries, a rule was enacted in which the local public houses were obliged to sell the product from the local breweries restricting t he entry of national brands into these places. This rule though, is not present in Czech Republic making branding more important for them. To keep the beer industry safe in Czech, the breweries have kept the price of their beer lower than the other West European countries. * In 2007, 7 million litres of beer was consumed at the Oktoberfest in Munich in Germany. The biggest cultural context of this festival is the symbolism of equality that is shown as people from all classes and categories sit on the same table to enjoy their beer. The fair is the worlds largest fair which attracts visitors in excess of 7 million from all over the world. Such is the pull of this festival, that similar concepts have been replicated in other countries like Canada, Brazil, USA, and India. * The â€Å"whassup† campaign by Anheuser-Busch for Bud Light revolutionised beer advertising as it targeted the core group of 21-27 year old males who loved to hang out with friends over sporting events. * The Indian consumer mindset can be divided into the following sub heads: Mind over Matter The Functional over the Ornamental Fear of Tomorrow Enjoying the Ordinary The Desire to Fit In * In UK, beer advertising has been moving towards more engaging media like the internet from televisions to deepen their customers experience. Companies like Stella Artois have invested in multi-layer brand experience which tries to connect more with the customers and at a personal level. * Taking the case of Heineken, a lot of its global success can be attributed to its consistency in quality and uniformity in brand message everywhere. The marketing of Heineken is a combination of global feeling and local execution. * In its 2004 report, Global Status on Alcohol, the World Health Organisation (WHO) estimated there were 2 billion drinkers of alcohol on the planet. Trends suggest that for brands to become bigger, globalisation is the way forward. This becomes slightly easier as the consumers in most developed countries and emerging economies are now well informed and despite the cultural differences, are more open to international brands. * The study of global drinking trends suggests emerging markets have much better growth rates than developed markets where the growth is static. Urbanisation, affluence and influence of mass media is playing a major role in this growth. The availability of alcohol in supermarkets is also driving consumption. Beer stands fourth after carbonated drinks, tea and water in terms of share of throat in the world. The off-premise locations are drivers of volume whereas value drivers are the on-premise outlets. In mature markets, growth will be driven by experiential marketing. Barman and barista in urban areas are acquiring celebrity chef status. * In traditional drinking alcohol essentially signified a males entry into adulthood and was associated with food. In the modern day, drinks have become more of an individuals style statement and identity. It is important now to be seen with the right drink for the right occasion. Communities and association with them has become more important than before. Another newly developing phenomenon is that of post modern drinking where connoisseurship, novelty and exclusivity are taking predominance. Themed drinking associated with specific cultures is also seeing a good interest amongst the travelling class who get exposed to different cultures frequently. Some of the names like Guinness and Scotch whiskey have become iconic as they are seeped deep in the local culture. * According to the Euromonitor report of 2005, the following are the key drivers in the beverage industries in the major countries Australia convenience and health, mature market needing to add value. Alcohol part of the culture Brazil status, sociability and convenience, developing market with opportunities for growth and adding value. Market vulnerable to economic volatility, beer and football key to national culture China affordability, convenience and status in cities, developing market with huge urban potential, rural areas remain largely unchanged France convenience, sociability and status, traditional drinking culture being eroded by changing demands and globalisation Germany price, convenience and health, mature market opportunities to add value. Interest in discounters among affluent and poor Italy sociability, status and health, mature market adapting to changes but traditional infrastructure Japan convenience, status and health, mature market, highly fragmented and source of innovation Russia affordability, convenience, status, high consumption of locally produced spirits as well as increasing presence of global brands in the cities, high beer and vodka consumption. Alcohol dependence an issue among rural male Russians Spain status, sociability and health, directional market in terms of youth drinking trends older drinkers stick to traditional drinking, young driving the post-modern UK convenience, sociability and health, mature market adding value through novelty concentrated retail infrastructure US convenience, sociability and health, mature market adding value through segmentation and premiumisation * A few of the future trends which can be seen in the global drinks industry are health awareness, fusion drinking, artisan brands and connoisseurship experiential marketing and sociability. * Specific to Germany which has the 3rd highest beer per capita consumption in the world, the consumption of beer has been slowly going down. This is attributed to rising prices and the health consciousness of the drinking population. In turn, flavoured beer, non-alcoholic beer and malt-based Ready to Drinks are showing growth in consumption. * A major development in recent years has been the role and involvement of women in purchasing the drinks. Some of the international brands have started targeting women by creating flavoured beers for them. The communication strategy still targets the male predominantly though. * Econometrics study in the US by Franke and Wilcox suggests that there is no significant correlation between the beer advertising and alcohol consumption. All advertising does is make people aware of the brands available but does not really affect the amount of beer consumed overall. A study by Waterson in UK, shows that although advertising spends increased 80% between 1978 to 1987, the actual sale of beer in this period fell by 14%. The study also included Sweden which has banned alcohol advertising since 1979 with similar results. * The April 2009 Euromonitor report on beer shows a global demand of 184.6 billion litres. In the mature markets volumes are declining but in terms of value consumption is increasing. Laws on drinking and driving are encouraging growth of low/non-alcoholic beer and currently it accounts for 2% of global beer market but is showing high growth rate especially in Muslim countries. In Spain, this category already accounts for 20% of beer volumes. There is also a trend of moving away from the conventional beer type to niche segments like wheat beer and craft beer. Dark beer is also seeing a healthy revival in growth. * Specific to India, beer consumption has registered an increase of 700% between the period of 1995-2007. The per capita expenditures on alcohol have grown at twice the rate of the average growth in the rate of expenditure in this period. The average of 24 in the country with affluence, access to mass media and information, lowering of entry barriers and high awareness levels means a goldmine of an opportunity for alcohol companies. Retailing for wine and beer is now allowed in supermarkets on a lot of states thereby reaching out to more potential consumers, especially the women. This has also resulted in more and more urban households stocking alcohol at their homes unlike earlier times. Finally, the major beer manufacturers will have to compete for an expanding but challenging global market, which will ask hard questions of the positions that global players occupy by category, price point and geography. India will form a major part of this strategy shift and it is already visible with the number of beer brands that have entered the Indian market in the past 2 years. All the research done above talks about beer as a part of the popular culture in developed markets. The challenge is to try and suggest a workable strategy for India based on consumer insight to tap the enormous potential that it offers. India today stands at the forefront of this opportunity and hence it is important for these international players to understand the cultural nuances of the Indian consumer before formulating their strategies for the market. Conceptual Framework/Problem Definition India has one of the lowest annual per capita consumption levels of beer in the world, at 1 litre. The biggest international names like InBev/Anheuser-Busch, Heineken and Carlsberg have already started making investments in the market. Carlsberg has already invested close to $ 200 milion in production facilities in the country. The other companies are also entering the market through tie-ups with local players or setting up their own breweries. The growing affluence and increased disposable incomes along with the low average age of Indians presents a huge potential waiting to be tapped by these players. The increased global travel and exposure to western media has led to changing attitudes towards alcohol. This is expected to boost beer sales, while shifting government policy regarding alcohol and reductions in taxes and duties present interesting opportunities for large domestic and multinational players alike. Some of the states have already allowed beer to be sold in supermarket f ormats thus increasing penetration of beer substantially. For international players, the race is on to establish local manufacturing facilities and distribution networks, in order to gain first-mover advantage over other entrants. Currently the Indian market is dominated by local players but lack of other options has a major role to play in this. Curiosity and aspirational value attached to imported beer presents a unique market for these international players. Clear opportunities exist for those companies which are partnering with local companies or setting up their own breweries to get a head start in this dynamic market. At this juncture it is of paramount importance for these companies to get their marketing and communication strategy right. This is all the more important because the Indian market and consumer presents a challenge which is different from any other country in the world. Even within India, the cultural diversity is such that different strategies might be needed for different parts of the country. The current literature reviewed primarily consists of work which has been done in the developed beer markets or talks about projected figures based on empirical data. The biggest gap in such projections is the lack of understanding of the Indian consumer. Launches of a number of successful international products in India backed by such research have failed because of this. This research will try and understand the cultural differences between the Indian beer drinker and the western beer drinker and do a comparative analysis to gain insights which can be used to design the marketing and communications strategy for these international companies. Beer as a product has been successful in developed countries because of the community culture they have created amongst the consumers. The research will help determine key drivers and key characteristics of the Indian beer market. Proposed Research Design The research will be carried out through administering questionnaires to the beer drinking community in urban India as well as respondents in USA, Canada, Germany, UK, Columbia, Brazil, China, France, Poland, Finland, Slovakia, Lithuania and Korea. Detailed interviews will be carried out with some respondents in all these locations through telephonic interview/online interaction to understand the culture of beer consumption there. An analysis will also be done to compare the communication of the top 3 brands of the world in all these countries to see the differences and similarities and how these consumers absorb it. The Indian respondents will then be shown the communication used in all these countries and insights will be taken on their response to each communication. This will give us insights on the cultural differences and similarities between the Indian consumer and their international counterparts. The sample size will consist of at least 10 detailed interviews of international respondents and 10 in depth interviews on Indian consumers. The questionnaires will be administered to 150 beer drinkers in India and 50 based abroad. The sample size of the questionnaire might increase based on the response of the target group. Expected Contribution The study as earlier mentioned will give a deep insight into the mindset of the urban Indian consumer with respect to beer. It will also look at what are the associations that the Indian consumer has with the alcohol industry in terms of perceptions and specifically with beer. Their responses to international communication will be recorded and analysed to define the key drivers and the key characteristics of the Indian market. The final output as mentioned in the introduction would address at the following heads: Which of the marketing and communication strategies used in other countries would / wouldnt work in India, and why? Opportunities for replication of festival models and other community building activities from other countries. Implications for the Indian beer manufacturers and marketers, based on a comparative analysis of beer positioning and communication in different cultures.