International marketing management Essay Example for Free

International marketing management Essay ‘Self- Reference Criterion’ 1. Define problem or goals in terms of home-country cultural traits, habits and norms 2. Define problem or goals in terms of foreign cultural traits, habits and norms 3. Isolate the SRC influence in the problem and examine it carefully to see how complicates the problem 4. Redefine the problem without the SRC influence and solve for the foreign market Self-reference criterion (SRC) as an unconscious reference to ones own cultural values, experiences and knowledge as a basis for decisions. The SRC impedes the ability to assess a foreign market in its true light. For example, Americans may perceive more traditional societies to be backward and unmotivated because they fail to adopt new technologies or social customs, seeking instead to preserve traditional values. In the 1960s, a supposedly well read American psychology professor referred to India’s culture of sick because, despite severe food shortages, the Hindu religion did not allow the eating of cows. The psychologist expressed disgust that the cows were allowed to roam free in villages, although it turns out that they provided valuable functions by offering milk and fertilizing fields. Ethnocentrism is the tendency to view one’s culture to be superior to others. The important thing here is to consider how these biases may come in the way in dealing with members of other cultures. Self-reference criterion importance to a marketing firm planning to enter international markets for the first time. Importance of Self-reference criterion as a topic of research Self-reference is a topic whose theoretical foundations have so far primarily been studied in the context of logic, the philosophy of language, systems theory, and post-modern culture. In computer science it has been a topic in the context of the recursively of Turing machines. In semiotics, there have been only few studies which have dealt explicitly with this topic, although marginal reflections on self reference can occasionally be found in the context of the theory of reference. Levels and degrees of self-reference criterion: Examples from advertising Just as signs may self-referentially refer to the world of signs, the media may refer to the world of the media in a self-referential manner. Citations, intertextuality, intermediality, met textual references, repetitions, recursions, and references to the communicative situation are some of the symptoms of self-reference in the media. Various degrees of self-reference must be distinguished, from the sign that refers to nothing but itself to the sign that refers only partially to itself and partially still to something else. Furthermore, self reference occurs at different levels of the message in which it occurs. Beginning with the smallest elements of the message, the first three levels of self-reference are derived from Peirce’s trichotomy of the interpret ant: 34 rheumatic (equivalent to the unit of a word), dicentic (equivalent to a proposition), and argumentative self-reference. In extension of this Peircean triad, textual, intertextual, intermedial and communicative self-reference will be distinguished. Communicative self-reference criterion Communicative self-reference pertains to pragmatics, the situation of text production and reception. The roles of the readers or the spectators and the enunciative roles of the authors, the producers, the actors or the players become the topic of the message. Instead of presenting or representing ideas or events in the world beyond the message, the text deals with its own communicative context, its communicative function, and its presuppositions. The text has thus its own pragmatic dimension as its topic. For example, the audience of a film is reminded of the fact that it is participating in the film while sitting in the film theatre. 38 Peter Greeanway’s actors that step out of their role as actors and mingle with the audience, or Alfred Hitchcock, who steps out of the role of a film producer to become an actor are further examples of communicative self-reference. B) International marketer must have knowledge of sub cultural groups Introduction Culture is concerned with social behaviour and attitudes, and this paper aims to highlight its significance for entry into foreign markets. Culture has been defined as â€Å"the integrated sum total of learned behaviour traits that are manifest and shared by members of a society†. Cultural factors have been itemized in the existing literature, but clearly among the most important are: customer beliefs and attitudes; morality, ethics and religion; social and consumption values; language and literature; social systems and social behaviour (especially the family); historical background; arts and aesthetics. Two authoritative studies have identified concepts of culture both as barriers to entry and as dynamic movers (Herkovits, 1970, Clutterbuck 1980). Furthermore, insufficient research attention has focused on defining more conceptual approaches to the internationalization of retailing and there is an even greater paucity of research into strategies for retailer entry modes; this is the main justification for this paper. In researching their approach to overseas markets, retailers must consider that culture can have an impact on their merchandising and promotion. The culture in which a person lives affects his/her consumption patterns and also the meaning that is attached to specific products. When promoting merchandise in a new culture, it is easier initially to appeal to existing culture requirements or expectations than to try to change them. Merchandising and promotion must be sensitive to the basic values of the country and the differences in patterns of consumption. Case Example (1) Entry into the Swiss Market In Switzerland, foreign dishwasher manufacturers and retailers expected the same rapid sales they had first obtained in other West European markets; but sales in Switzerland were so slow that research had to be done to find out why (this research should, of course, should have been done before, not after, market entry). The research showed that the Swiss housewife had a different set of values to, for example, her French and English counterparts; she was very conscious of her role as strict and hardworking, and her responsibility for the health of her family. To the Swiss housewife dishwashers simply made life easy, and this conflicted with her Calvinistic work ethic. As a result of this research, dishwasher manufacturers had to change their advertising – promoting, instead of ease-and convenience, hygiene-and-health. They did this by emphasizing that because dishwashers used temperatures higher than hand hot the process was more hygienic than washing up by hand. Thereafter retailers had no problem selling automatic dishwashers in Switzerland. Source: Author Cultures across countries High context culture – the meaning of individual behaviour and speech changes depending on the situation – nonverbal messages are full of important meaning (Read between the lines) – e. g. Saudi Arabia and Japan, written contracts are not always enforceable as new people move into executive positions (Chile, Mexico) Low context culture – intentions are expressed verbally – the situation does not change the meaning of words – e. g. India, China, Australia, New Zealand Cultural Assessment International retailers need to communicate meaning through the transmission of messages to people of different cultures if they are to succeed in the promotion of their products to enter foreign markets. Misunderstandings caused by cultural differences can seriously damage the image of a firm or product; therefore, in order to ensure the message transmitted is received in its correct form, the retailer needs to be completely aware of the implications of all the elements of the message in the foreign culture. Failure on behalf of the retailer to adapt to the intricacies of national customs and develop a rapport will lead to inadequate market entry strategies. Accurate communications are so vital that any risk of cultural misunderstanding needs to be eliminated. Firms must identify key management positions and insist that they are held, whenever possible, by someone of the same culture. Many firms make the mistake of putting nationals from the parent companies in charge of key positions within their foreign subsidiaries, often on the basis that fluency in the language is sufficient. In attempting to understand the most significant elements of the foreign culture, companies have to be vigilant and ensure a balance is maintained. There is no one method to adopt in the evaluation of other cultures for retailing purposes as the nature of the goods being offered should govern the method of assessment. The retailer must be sufficiently perceptive and guard against the over-exaggeration of the differences or the similarities between the foreign culture and its own. For example, in analyzing the United States market, a UK retailer may overemphasize a perceived common culture stemming from the common language and close political and economic relations. A common language cannot indefinitely set the seal on a common culture when the geographical, political and economic determinants of the culture are no longer the same throughout its area. The withdrawal of Marks and Spencer from the Canadian market in 1999 is a case in point; their precept was that the aforementioned â€Å"perceived† cultural affinity would facilitate acceptance of the St Michael brand name; in short the common language or heritage does not guarantee a common culture. A further complication in determining the important facets of a country’s culture is the existence of more than one culture or sub-culture within many nations world-wide. Table 1 lists a few states with cultural differences based along linguistic groupings and the problems these present to the international retailer. A cultural assessment will reveal a modal pattern, but a truly useful evaluation will also expose considerable variations within a group or a subset group. In fact, for some cultural characteristics, there may be a wider range within a given society than between societies. For example, young professional 25-30 year olds in Spain, France and Italy may have more in common, in terms of values, tastes and aspirations, than with their non-professional compatriots of the same age group. A cultural evaluation can be either static or dynamic. A static assessment serves only to identify the differences in variables between cultures, whereas a dynamic appraisal seeks to indicate which variables will change in the future, in what order and with what speed. For the international retailer, the identification of which changes would be readily accepted or rejected can mean the difference between success or failure. The analysis of a culture to ascertain the peculiarities of the population can be extremely expensive, time-consuming and unwieldy. Therefore, having conducted a rapid survey of key cultural elements of a nation, the international retailer with limited resources may choose to carry out a Partial Cultural Assessment which focuses on key elements fundamental to the success of its operations in any country. Table 2 shows several cultural factors, which could frustrate the progress of the operations in the event of a retailer failing to obtain accurate data from the assessment of the foreign markets; if a single element is incorrectly assessed, the effectiveness of the strategies will be diminished.

Defective Senses in Eliots The Cocktail Party Essay -- Eliot The Cock

Defective Senses in Eliot's The Cocktail Party T.S. Eliot's play The Cocktail Party, among all its banal or peculiar occurrences, is laced with images of defective senses and perception, particularly of sight. The muddle of reality and illusion confounds the main characters, and their attempts to escape drive the plot. Within five lines of the play's beginning we are confronted with defective senses: "You haven't been listening," (p. 9) complains Alex to the confused Julia when she asks about the tigers in his story. Julia exhibits another confused faculty, that of taste: at first she claims "What's that? Potato crisps? No, I simply can't endure them," (p. 15), but later says "The potato crisps were really excellent" (p. 21). Soon she adds sight to the list: "I must have left my glasses here, / And I simply can't see a thing without them.... / I'm afraid I don't remember the colour, / But I'd know them, because one lens is missing" (p. 33). Even with her glasses, Julia's sight will be impaired. And the glasses turn out to have been in her handbag all along. Yet Julia's glasses, though often lost, through their very existence allow her to see better. The spectacles may indeed be a symbol for the play's theme of blindness, but for Julia they provide an excuse to "see" more -- to spy on her companions , as she admits when she says "Left anything? Oh, you mean my spectacles. / No, they're here. Besides, they're no use to me. / I'm not coming back again this evening" (p. 86). The other characters of Eliot's play all exhibit their own failings of perception. Alex finds no mangoes or curry powder in Edward's kitchen, only eggs -- no exotic or intense tastes, only the bland and prosaic. Alex says of his egg concoction that ... ...cent obliviousness "may remember the vision they have had" (p. 139) -- but is "vision" here an apparition or a way of seeing? Do those who retreat from Celia's discovery abandon a dream, or an entire sense? Reilly claims the retreat to normal life "I could describe in familiar terms / Because you have seen it, as we all have seen it" (p. 141), but, if Celia presses on, "the destination cannot be described.... You will journey blind" (p. 141) -- our normal senses fail us, for we need some higher perception. An illusion or mirage is a failure of vision, so what of vision and mortal existence, whose illusion Celia has pierced? Such higher senses, perhaps, belong to the Guardians of Eliot's half-hidden mythos. True sight may be granted only through travel "on the way of illumination" (p. 147). Works Cited: Eliot, T.S.,The Cocktail Party, Faber and Faber, 1950.

Betrayal in Shakespeare Essay

Breaking the bond of trust in a relationship, and deceiving another person is considered betrayal. In Shakespeare’s Julius Caesar, betrayal can be seen as the base of the whole story, and throughout the play between other characters. Due to the anger of Cassius, the whole of the play deals with the betrayal of Caesar by Cassius, and there are examples of this before and after his death. The first betrayal of Caesar can be looked at in the very beginning of the play, when Flavius and Marcillus sends the commoners away, and then proceed to take scarves off of the statues celebrating Caesar. They make the comment, â€Å"These growing feathers pluck’d from Caesar’s wing will make him fly an ordinary pitch,† (Act 1, Scene 1). In other words, the two conspirators feel that by sending away Caesar’s followers will give Caesar a reality check of sorts, and to bring his ego down a peg. The next example of betrayal can be seen by Cassius working to get Brutus to his side, away from believing in Caesar. He does this by first sending him a fake letter, and then proceeds to tell him about why he is so upset, and that he feels betrayed by Caesar. He tells Brutus about a time before when they were swimming across the Tiber river and Caesar was almost drowning, calling out, â€Å"Help me, Cassius, or I will sink! † (Act 1, Scene 2). He describes how he saved Caesar’s life, then tells Brutus, â€Å"and this man is now become a god, and Cassius is a wretched creature and must bend his body,† (Act 1, Scene 2). This would be describing Cassius bowing down to Caesar as a king, even though he had saved his life. Most of the betrayal in this story is fairly upfront, until Act 3, after Caesar is killed. His friend Mark Anthony acts as though he is betraying Caesar, in order to take his later revenge. When he first arrives at the murder scene, he shakes hands with all of the conspirators that have killed Caesar, even though their hands are covered with blood. He then comments, â€Å"Shall it not grieve thee dearer than thy death to see thy Anthony making his piece, shaking the bloody fingers of thy foes, most noble! In the presence of thy corpse? † (Act 3, Scene 1). He is actually speaking to the spirit of Caesar. Anthony plays this part of fake betrayal to Caesar, continuing by agreeing to Brutus that he will not say anything bad about him after Brutus gets done speaking at the funeral of Caesar. Yet, the true betrayal happens when Anthony begins to discount everything Brutus has just said to the citizens, and he turns the citizens against Brutus and the other conspirators. The citizens become enraged as they feel that their leader, Caesar has been betrayed by the killers. The last example of betrayal can be seen as family betrays family. In Act 5, there is a conversation between Lepidus, Octavius, and Mark Anthony. The first family betrayal is when Lepidus consents to have his brother killed along with the other conspirators. Octavius asks Lepidus, â€Å"your brother too must die; consent you Lepidus? † to which Lepidus answers, â€Å"I do consent,† (Act 5, Scene 1). The next family betrayal is when Mark Anthony then agrees that his sister’s son, Publius will be killed too. Anthony replies without hesitation, â€Å"He shall not live; look with a spot I damn him,† (Act 5, Scene 1). There are other examples of betrayal in Julius Caesar, but betrayal is a concept that the whole story is based on, interweaving between almost all the characters of the story. From the major storyline of the betrayal of Caesar, to the minor betrayals between characters which cause Caesar’s death, or betrayal that is because of it, this is ultimately the theme of the story itself.

An Analytical Comparison of the Gangs - Free Essay Example

Sample details Pages: 2 Words: 691 Downloads: 10 Date added: 2019/04/12 Category Society Essay Level High school Tags: Gang Violence Essay Did you like this example? However, the formations of Chinese gangs in both countries are different. In the U.S., the identity crisis is the main factor that leads to gang formation.(Long, 1996). Asian immigrants often found themselves in a cultural conflict: while one stressed strict obedience, the other stressed independence and self-sacrifice, and the inability to reconcile the demands from two inconsistent identities became the cause of the formation of the gangs in the U.S(Long, 1996). In other words, those people came together to realize self-recognition, and make profits together. Therefore, the scale of the gangs is relatively large and unbounded. Whereas in China, gangs are relatively small and exceptionally localized they tend to limit the number of the members to between 50 and 200 people(Long, 1996), because Chinas central government is very protective of its position as centralizing force in the country. That is, Chinas central government has no tolerance of nationwide underground groups that have abilities to challenge the central government. Since gangs by their natures are forces that challenge the baseline of the central government, they tend to draw attention from the central government, but only when they grow large enough to pose a considerable threat(T. Wing Lo, 2010); they can stay out of governments radar, as long as they remain in fairly small size. Don’t waste time! Our writers will create an original "An Analytical Comparison of the Gangs" essay for you Create order Moreover, Chinese gangs in the U.S. and in China have completely different models. There are two models of the gangs: structure-control model and social network model(T. Wing Lo, 2010). Gangs in mainland China is social-network-model-based. In this model, guanxi, which means personal relationship and reciprocal obligation developed through a particular social network(T. Wing Lo, 2010), is essential, which plays a vital role in illegal business. Guanxi provides a huge number of opportunities for the gangs to obtain benefits illegally and commit crimes without punishment. For example, the godmother of the Chongqing underworld, Xie Caiping was the only female gang boss in southern China. As the head of moneylending company and more than 10 illegal gambling dens, without polices crackdown, her gang had made 293,000 dollars since September 2004(NBCNews, 2009). The reason why she could commit crimes without police intervention is that as the sister-in-law of Wen Qiang who was Chongqing deputy police chief, she created a guanxi with the local police. Under the guanxi with Wen, Xie even developed corrupt networks within police at different levels Peng Changjian, deputy police director required low-ranking police officers not to interrupt Xies gambling businesses(Li, 2009), which enabled her to establish a gambling house in a hotel next to the prosecutors office(Branigan, 2010). Therefore, Xies illegal businesses were shielded and became immensely cost-effective. On the other hand, almost all Chinese gangs in the U.S. are structure-control-model- based, which emphasizes that organized crime is facilitated by a cohesive triad structure and tight internal control(T. Wing Lo, 2010). Specifically, structure-control model not only stresses loyalty to the gangs and sworn brotherhood but also emphasizes the oaths, rules and central control within the gangs. This type of controlling mechanism restrains gang members in what they should and should not do, and how they implement the tasks without drawing attention from the police, and reinforces the cohesiveness within the gangs. Contrast to the gangs in China, as immigrants in the U.S, when they dont have a strong connection with the local authorities, they have to maintain a comparatively peaceful environment for illegal money-making, because any violence would attract police attention. For instance, the Flying Dragon, which was the enforcement arm of Hip Sing Tong, was one of the most powerful gangs in Chinatown in New York City. The Tongs were legitimate merchants associations, which functioned like the self-help organization of immigrant groups, providing protection against the larger society(Research Directorate, 2006), but they also possessed affiliated groups, which were gangs, to implement illegal activities. Under the regulation of the Hip Sing Tong, the Flying dragon remained unnoticeable by the police before the police caught its head Johnny Eng; only after the capture of Johnny Eng, the local police realized that the Flying Dragons were an extremely violent gang, which not only involved in drug trafficking, but also involved in kidnapping, arson, murder and illegal gambling.

The Philosophical Issue Of Knowledge - 1237 Words

Name: Instructor: Course: Date: Title: In this project, the philosophical issue is how do we acquire knowledge? Acquisition of knowledge is a culture that is very important in the day to day life of each individual. The world itself revolves around knowledge, it is through knowledge that we can get to grow as human beings either in or academics, careers and in life at general. Epistemology has been well explained by the well re-known philosophers such as David Hume and Rene Descartes. This paper focuses on a philosophical issue: how we acquire knowledge, the philosophers who explored and talked about it, the concerns available and our present view on the current issue. Knowledge is having information, skills, facts and expertise regarding a particular concern or the world at general that increases the faculty of human beings. Well, in philosophy, Epistemology is the process by which knowledge is acquired. The two philosophers, Hume and Descartes, both have different positions when it comes to this philosophical issue and have different views concerning epistemology but they share in some aspect such as the approaches which were skeptical. It is through them that we have widened our knowledge making philosophy to be just as important as sciences are. David Hume is a philosopher who was rather empiricist in a methodological, explanatory and conceptual way (Stirling, 1999), this made him think that it is only through observation that a theory could be determined andShow MoreRelatedThe Central Tension Within The Republic Of Plato990 Words   |  4 Pagesto find the truth - the ideal philosophical way of leading a city. As described by Plato, those who become complete guardians are born with the capability of developing philosophical knowledge unlike others (518b). 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Generally, a skeptic often is required to proceed a thorough evaluation of the assumption or hypothesis p resented in order to provide factual clarity. What may seem correct has the potential to be completely faulty when another evidence clashes with the primary idea. The two areas of knowledge that requires to an individual to thoroughlyRead MoreExploring Strategies for Teaching Essay1189 Words   |  5 PagesTeaching is a strategizing act of service. It aids students in understanding the mysteries of certain subjects and shapes their mindsets on how they will apply the knowledge he or she acquire about the subject. However, in order to do this act, the teacher will have to have an idea about teaching and learning and apply it in his or her instruction. Conversely, instruction of information should be done in a manner that the student can explicate the information that the teacher is elucidating. This

Accounting and Society Example

Essays on Accounting and Society Research Paper ï » ¿Ã‚  Accounting  Ã‚   The accounting major merges practice and theory to train learners for reporting and analysis of the economic interests of corporations or organizations and passing of the attained information to individuals who make decisions. Students who decide to pursue accounting develop techniques in international accounting, managerial accounting, taxation, budgeting, internal and external auditing, accounting systems, financial reporting, financial analysis, and internal controls. The accounting major grooms learners for a wide area of accounting careers in government, profit, and non-profit organizations. The accounting major eases the decision on making a career choice. It helps in determining the career way to pursue (Perks 16). This paper looks at my decision of becoming an accounting major and the accounting profession I would want to become in the future. In recent years, it has become necessary to follow a career path that can provide compensation in case of layoffs or global crises. In addition, several economic sectors, both private and public, have faced economic issues. In choosing a career, it is essential to pursue a career that will not be severely affected in case of an economic difficulty. Accounting provides the most positive answer to any career choice question. People engaged in the accounting profession receive additional payments compared to individuals in alternative professions (Perks 19). Moreover, different substitute employments where enhancement is delayed, the accounting profession has consistently increased its salary within a year in which it stops in business. First, accounting has a lofty competitive salary. The current salary for an account lies between $40,000 and $50,000 annually. Accounts can also earn additional amounts of money depending on their experience in the accounting profession. Individuals who start their career in accounting earn a reasonable pay compared to individuals in commencement of other careers. Second, accounting has always been highly demand. Even though, earlier accountant had not been paid exceptionally well, they have been growing in demand. The accounting profession is increasing becoming a sensitive thriving career margin because every commercial activity that exists, tiny or large, requires the services of an accountant (Perks 23). An impressive accountant will never be unemployed because the accounting profession exists in every business. Third, the accounting major provides an opportunity to advance career. Accounting is a recognized career that has an enormous demand. This means impressive work will be fast remunerated with fortification as immense as increase in payment. There also have been substantial opportunities for advancement that can direct an accountant toward gaining a difference over individuals from other careers within the shortest period. Fourth, the accounting major, will lead to a career in accounting. The accounting profession entails excellent benefits. Apart from large salaries and opportunities for advancement, accounting is also accompanied with numerous, magnificent benefits. These benefits are essential to both the accountant and his family or dependents. The benefits cater for retirement, savings, housing, medical care among other benefits (Perks 26). The benefits act as motivation for the hard work performed by the accountants. Fifth, the accounting major presents the student or learner to several work opportunities. This is because most businesses require the services of an accountant. The demands of accounting can place an accountant to any sector, from industry to the environmental sector. While an original focus on an accountant is on commercial operation finances, the accounting profession in most cases entails communication with extensive different professions in any area of work. There has never been a boundary over where an accountant will work. This shows how the accounting profession is diverse and dynamic. In addition, it is easy for accounting major to change his career path if he is not satisfied (Perks 26). The accounting options are as dynamic as working as an auditor of a major international corporation to running a tiny accounting venture from a home. Sixth, Paying for services that involve bookkeeping, income returns, and payroll can be extremely expensive for a family or small business. Being an accounting major will enable an individual to conduct all these activities for himself. There will be no need to entrust the hard-earned salary, investments, and livelihood to an individual who has not invested anything to lose. In addition, this enables a person to take probable deduction and precaution to take full advantage of the income, investment, or wealth. Also, when a person acts as an accountant, he removes the probability of his money being embezzled. Finally, the accounting major assists an individual make knowledgeable business or investment choices (Perks 28). A person purchases, makes investments, and makes business decisions reduce the income tax results for a business or family and multiply profits. As an accounting major, a person will gain knowledge of what business and investment activities to follow so as to eliminat e tax liability and still gain profits for the business. The different employment opportunities available for people who would want to pursue the accounting profession can be categorized into three core areas. They include government and not-for profit accounting, public accounting, and private accounting (Perks 33). I will pursue governmental accounting, now that accounting is my major. This is because the utilization of accounting processes results in government differs enormously from the utilization in the private segment. I would also want to work for the federal, state, or local government because I will be employed by the Internal Revenue Service. In addition, an accountant working for the government audits private business or maintains government agencies financial records or audit people who are a focus to government taxation and regulation. Also, I would be interested in working as a governmental accountant because the significant decision makers, particularly, representatives and officials, require organized, accounted financial information to be presented for the goals in the decision making. These objectives or goals do not bear any connection to net proceeds outcomes but instead they focus on efficiency and service delivery. Moreover, governmental accounting considers the taxpayer (Perks 35). This is a particularly momentous group, and they want pay the lowest amount of tax as they can for the indispensable services for which funds are being compelled by rules. Also, this accounting calculates the financial resources flow instead economic resources flow. Work Cited Perks, R. W. Accounting and Society. New York: Chapman Hall, 1993. Print.

Promoting Clinical Excellence

Question: Discuss aboout the Promoting Clinical Excellence. Answer: Purpose and search strategy for literature search Health care professional have the duty to effectively deliver quality patient outcome. They are required to promote patient safety and quality through a culture of safety, evidence based practice and clinical judgment (Longtin et al. 2010, pp. 53-62). However, this process of safety is compromised due to fatigue and burnout in the job. To complete explore the issue of burnout in health care, relevant literature on the topic was searched from Google Scholar, Cinahl, MedLine, PsychINFO and Cochrane Library. The key search term included burnout, stress in health care and burnout and patient safety. Only those article were included which was published within the year of 2007 to 2017. The literature search revealed that the prevalence of burnout and psychological distress is a major issue for nurse and health care. The report explains in detail the role of health professionals and other health care team in promoting safety of patients and delivering quality care. As the main focus is on level of fatigue or burn out as an indicator of patient safety, the report discusses the experience of patients related to high burn out issues in health care staffs. Secondly, through relevant literature, it describes the risk assessment procedure and surveillance in relation to the level of burnout in nurses and the role nurses play in improving the care experience. Role of health service and health care team in improving patient safety and quality of care Health care service is a system of care where skilled clinicians and inter-professional health care team work together to improve well-being of patients and assist them in recovery and independence. The main priority of delivering care is to promote optimal level of well-being in client (Carayon et al., 2014). They have the responsibility to develop a culture of safety to improve the provisions of patient safety and deliver high quality care. Safety culture is dependent on performance and attitude of clinicians and nurses in care such as their attitude of maximizing well-being of patients and avoiding errors as far as possible. It is also dependent on organizational factors such as providing adequate training skills to health care professionals from time to time to update them with current development in medical science and intervention (Weaver et al. 2013). Safety culture can also be personified by the shared values, beliefs and implementation of appropriate procedure related to pat ient safety. Such beliefs and norms have an impact on the attitudes of clinicians and staffs related to patient safety and enhances their motivation to engage in safe behaviors in daily practice (Morello et al. 2013). With the rise in demand of health care service and increase in complexity of the illness, many issues are faced by clinicians in the safe delivery of care. Often too many task at hand leads to errors when nurses or clinicians fail to give adequate time to patients. However, lack of adequate staffs and heavy workload creates fatigue and burnout among patients. Work stress not only contributes to high turnover rate and absenteeism, it also affects the quality of care. This causes risk to patient safety too (Leiter 2015, pp.223-227). In such situation, use of electronic medical record (EHR) has also been encouraged by health care service to enhance patient safety and quality of care. (Middleton et al. 2013) has reported that EHR provides health providers with access to complete and accurate information of patients and it maximizes the ability to diagnose disease and improve patient outcome at a fast pace. It also stores all the informations gathered by a primary care providers and clini cians dealing with the patient in emergency department can easility identify life threatening allergies or other complication in patients. With this detail, the emergency staff can work to adjust and treatment process appropriate and avoid medical errors. In some care, EHR also identifies safety problems or health issues within the system to mitigate serious consequence to patients during health care delivery (Slight et al. 2015). Hence, along with a patient safety culture, meaningful of electronic health record also provides health care team to better engage safe and quality health care practice. Patient experience related to indicator High level of burnout has been directly associated with increase in patients dissatisfaction with care. A study with nurse working for longer hours revealed high level of burnout among nurses and patients dissatisfaction with care increased in such situation. Nurses are at risk of burnout when they have to work overtime along with longer shifts. Rotating shifts between day and night increases the risk of fatigue and burnout in nurses. This is highly associated with nurses intention to leave the job and poor nursing performance (Caadas-De la et al. 2015). For an individual nurse, burn out leads to demotivation, emotional exhaustion and poor performance in staffs. Apart from job dissatisfaction and high nursing turnover rate, burnout is also significantly increasing the patients dissatisfaction with care. This is because shift timing of nurses and patients outcome have interrelation. Burnout becomes a threat to patient safety when depersonalization among nurses leads to poor engagement with patients. There is more chances of detachment from work which further lead to the development of negative attitude towards patients. All this factors result in patient dissatisfaction with health care service. The literature study showed that increase in patient dissatisfaction was high when larger number of nurses worked more than 13 hours (Stimpfel et al. 2012, pp.2501-2509). Hence, this evidence suggest that patients are less satisfied with care due to burnout issues in nurses. High-level of burnout was also associated with more incidence of medical error which posed risk to safety of patient. One study suggested that burnout was associated with lower patient safety grade and increase in therapeutic errors (Hall et al. 2016). Another study gave the indication that burnout among nurses has an impact on patient safety and proportion of patient adverse events. The cross-sectional survey with nurses regarding the work environment quality of care, job outcomes and patient adverse events showed that exhaustion along with depersonalization is an important predictor of nursing performance, quality of care and patient outcomes. To avoid creating situations that unnecessary exposes patients to quality and safety related issues, it is necessary to improve the work environment of nurses and reduce their burden in task (Van Bogaert et al., 2014). Risk assessment, surveillance in improving care in relation to the indicator To address the problem of burnout and its risk to patient safety, there is a need to think of strategies to mitigate the issue in clinical practice. The first step is to assess the level of burnout This can be done by means of tools like Maslach Burnout Inventory (MBI) and the Copenhagen Burnout Inventory (CBI). MBI is a psychological assessment tool used to predict burnout and the validity of the instrument is proved by various research. It uses three scales to measure burnout, which includes emotional exhaustion, depersonalization and personal accomplishment The reliability and validity of the tool is well-established (Poghosyan et al. 2014). All these three elements are indicators of burnout. Emotional exhaustion measures the level of emotional exhaustion due to work, depersonalization measures impersonal response towards work responsibilities and personal accomplishment determines the feeling of competence in work. Burnout is defined by high score in all the subscales of the inve ntory. This tool is widely used in research studies to evaluate level of burnout in health care staffs and take adequate steps to address burnout issues (Bria et al. 2014). CBI is the a new tool for measuring burnout which uses three scales which is the personal, work and client related burnout (Demerouti et al. 2010, p.209). Based on the score on each areas, the issue can be addressed by increasing motivation in staffs by providing flexible work timing, giving regular breaks and providing them staffs power to engage in decision making. This will motivate staffs to seriously engage in their care priorities and establish therapeutic relationship with patients. Apart from risk assessment regarding the prevalence of burnout issues in nurse, several surveillance and monitoring procedure has been implemented in health care setting to reduce burnout and improve the quality of care. One of the strategies that have been adapted in high intensity setting is building resilience of nurse to reduce burnout among nurses. This is based on creating a healthy work environment and improving resilience of nurses. This goes in parallel with improving retention rates and reducing nursing turnover rate (McGowan and Murray 2016). Similar strategy was tested in a research study in which nurses working in high intensity units of hospitals were assessed regarding burnout, moral distress and resilience through 6 survey tools. This revealed that moral distress was a major predictor of burnout and nurses who have greater resilience achieves higher score in personal accomplishment. These nurses were confident about their competence level in the job. Spiritual weel be ing reduce emotional exhaustion whereas the physical well-being lead to personal accomplishments. Hence, development of strategies to reduce nurses vulnerability to emotional exhaustion will help in addressing issue of burnout and promoting patient safety and quality of care (Rushton et al. 2015). Role of nurse in improving care experience Nurse can enhance the value of health care delivery by means of effective communication with patients and engaging patients in decision-making process. Effective communication is a key attribute to enhance patients satisfaction with care and provide them best care experience in hospital setting. Having adequate skill for patient-centered care is essential to fully partner with patients in decision making and yield positive health outcome. It helps to overcome cultural barrier to care delivery and manage conflict in nursing practice (Campinha-Bacote 2011). In relation to the issue of burnout experienced by nurses, they can work to overcome this issue by means of self-evaluation and coping strategies. Reduced professional efficacy is seen due to inefficiency in work and lack of success in professional roles. This is the cause of burnout and creates the condition for occupational hazard among nurses. Core self-evaluation is emerging as a positive concept to modify personal and increase self-efficacy and self-esteem of nurses in practice. Self-evaluation practices promotes goal setting, commitment and engagement in the job responsibilities. This can be done bv evaluating job performance and identify the personal reasons for non-accomplishment in the job. A nurse who engages in self-evaluation practices is likely to more competent and confident about their skills than those who do not practice it (Li et al. 2014). Apart from it, coping styles of nurse also determines their skill to manage job pressure and prevent feeling of depersonalization in practice. Different individuals may have different coping styles, which varies according to cultural, personal and psychological factors (Howlet et al. 2015). Nurses can improve their performance either by active coping or passive coping. Active coping strategy is to modify the nature of stressor instead of just thinking about it, whereas passive coping strategy is to engage in alcohl use or withdrawal from the pressure to address stressful events. However, passive coping is not the solution because it causes more risk to nurses both in terms of personal and professional context (Monter et al. 2014). Hence, use of active coping style is recommended for nurses to mitigate the negative impact of stressors and develop the skill to react to difficult situations. This will be an effective step to prevent burnout and improve nursing performance. Implication and recommendation to improve practice Nursing performance can be enhanced by building their resilience skill to manage stress in the job. This will help them to cope with job pressure and handle complex clinical situation and workload. Debriefing sessions can also be helpful for nurse to learn the ways to avoid burnout and judiciously handle complex clinical task. Apart from organizational role in providing flexibility in task, personal effort by nurse is also necessary to engage in critical reflection and idea areas of improvement. Based on this clinical judgment, future practice can be improved by means of utilizing best evidence in clinical practice. Reference Bria, M., Spnu, F., B?ban, A. and Dumitra?cu, D.L., 2014. 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