Flexibility And Stretching | Essay

Flexibility And Stretching | Essay Mans interest in flexibility is by no means a modern development. The importance of flexibility and its practice is evident from Roman times in the training of Gladiators, and in more recent times World War I injuries spurred the study of orthopedics. Specifically, as injured soldiers returned from war many were compromised in basic daily function because of loss of flexibility that occurred from war injuries. It was observed how this limited ones activities and the practice of restoring function began. The interest in flexibility was heightened again in the 1950s, 60s, and 70s when standardized fitness tests were developed and children were performing poorly on flexibility and strength measures. Fast forwarding to today restoration of range of motion is a primary goal of therapists when rehabilitating musculoskeletal injuries and it is often the most limiting factor in recovery from a musculoskeletal injury. Beyond that, we now have science to demonstrate the loss of flexibility and muscle function with age which leads to loss of independence and thus the primary goal of many exercise programs is to maintain muscular strength and flexibility.(Kraus, H., Hirschland, R. P. 1954). But have you ever wondered why some people are more flexible than others? Is it because they stretch more, or is it a genetic trait? You probably know someone who is quite flexible but who rarely stretches. Are females more flexible than males? How do you become more flexible? These are all important questions regarding muscle flexibility. We can accurately answer some of these questions but other answers are less clear. This chapter will provide some insights into the numerous factors that influence flexibility. Flexibility is basically described as the total range of motion (ROM) around a joint (or group of joints such as the spine). Thus the terms flexibility and ROM are often used interchangeably. One problem in the literature is the inconsistent use of terms such as flexibility, stretching, range of motion, and so on. Many other terms are also related to overall flexibility and these terms along with definitions are presented below in Table 8.1. In more scientific term, flexibility is defined as the intrinsic property of body tissues. However, while both intrinsic and extrinsic factors relate to flexibility, the intrinsic component is clearly more important. ROM is highly variable from joint to joint and from person to person. Flexibility as a term is used by many practitioners, including strength and conditioning coaches, athletic trainers, physical therapists, doctors, and chiropractors, etc. For this reason there are often differences in what each practitioner means when they refer to flexibility. Thus, we must consider the setting in which the term flexibility is being used, such as a clinic, running track, or training room. Flexibility is advocated as promoting multiple healthy outcomes. In general, flexibility declines with age and injury. The benefits of stretching include: Decreased risk of low back pain Reduced muscle soreness post exercise Reduced risk of musculoskeletal injury Increased functional range of motion Increased comfort in activities of daily living Improved muscular efficiency Faster recovery from injury Improved postural alignment Improved mobility Improved self perception with movement Adapted from Mc Hugh Gleim (1998) Alkylosis: Pathologically low flexibility (may be whole body or joint specific). Compliance: How easy the muscle lengthens or stretches. Deformation: The ability of the muscle to change shape (stretch) and then return to normal. Elasticity: The ability of a material to resist deformation from force and then return to normal state. Flexibility: The intrinsic property of body tissues that determine ROM without injury. Hypermobility: Excessive joint (or group of joints) ROM. Stiffness: A measure of a materials elasticity, often defined as the ration of force to elongation. Viscoelastic: Complex mechanical behavior of a material because the resistive force in the material is dependant on elongation (elastic) and the rate (viscous) at which the force is applied. Yield Point: the point beyond which deformation becomes permanent (or muscle is torn). Stretch Tip number 1(see illustrations). Your father is interested in improving his range of motion in his shoulders. Can you suggest 3 basic exercises? a. Large arm circles. Stand up tall and swing both arms in large circles forward and backwards for 10 rotations each. b. Full arm wall press: Stand against a wall with your arm straight back and against the wall. Keep your arm against the wall and gently turn your body away from the wall slightly and hold fro 20 seconds. Repeat on each side. c. Lie on your back, put your arms out straight, hands overlapping, and place on the floor behind your head. Hold for 20 seconds (1)Anatomy and Physiology of Stretching Flexibility The anatomy and physiology of stretching involves multiple components: the design of the musculoskeletal system, muscle composition and connective tissue. Additionally, we must consider other co-contracting and synergistic muscle groups, the types of muscle actions and the forces produced. Lets look at the role of these components in stretching. Design of the Musculoskeletal System: The muscles and bones naturally comprise the musculoskeletal system. The muscles are often viewed as cords attached to levers to facilitate movement and posture. The muscles pull on the bones generating tension and consequently movement. Bones are connected to bones via ligaments which are not very flexible. The muscles are attached to the bone via tendons which are more flexible than ligaments, as is the muscle itself. Muscles vary in shape and size depending upon their role. Generally longer muscles are more flexible with a greater range of motion. Muscle Composition: While the body contains several types of muscle, such as skeletal, heart, and digestive, their basic structure is the same. That is, the muscle composition is similar in that they all contain fascicles, fiber, myofibrils, sarcomeres, and contractile proteins. In skeletal muscle, a fibrous connective tissue called the epimysium covers the bodys more than 430 skeletal muscles. Inside the epimysium the muscle fibers are bound in bundles called fascicles which often contain 100-150 fibers. Within fascicles, muscle fibers are separated by the endomysium. Outside of the fascicles lies the perimysium which separates the fascicles wrapped in the epimysium. The muscle fiber itself is made up of proteins called actin and myosin (contractile proteins) and these proteins are arranged longitudinally within the smallest component of the muscle fiber, the sarcomere. It is the sarcomere that actually shortens and lengthens when we perform a contraction. Fascicles: Bundles of muscle fibers. Fiber: Cylindrical cells that sometimes run the length of the muscle. Myofibril: The inside of a muscle fiber that contain the contractile proteins, actin and myosin. Sarcomere: The smallest contractile unit of skeletal muscle. Connective Tissue: A main factor affecting ROM is connective tissue. Connective tissue can be found all around muscles. Connective tissue contains two types of fiber called collagenous connective tissue and elastic connective tissue. Collagenous tissue comprises mainly collagen, which are extracellular, related proteins that provide tensile strength. Elastic tissue comprises mostly elastin, a yellow scleroprotein that provides elasticity. In general, the greater the amount of elastic connective tissue surrounding a joint; the greater the elasticity or ROM will be around that joint. Muscle Groups: The way in which a muscle group interacts with the other co-contracting muscles in its group can also influence ROM. For example, with knee flexion we have hamstring contractions, gastrocnemius lengthening (or shortening), gluteal shortening, and so on. At the same time the quadriceps relax so as not to impede the flexibility. This is referred to as reciprocal inhibition (more about this later). It is also referred to as the agonist/antagonist relationship. Thus the degree of resistance or compliance of an opposing or synergistic muscle can increase or decrease ones ROM. Insert Illustration showing agonist-antagonist relationship Research Box Effects of Stretching on Passive Muscle Tension and Response to Eccentric Exercise. La Roche DA and Connolly DA. 2006 (vol 34, 6, 1000-1007). American Journal of Sports Medicine. The purpose of this study was to assess if 4 weeks of stretching could reduce the risk of muscle injury following eccentric exercise. 29 subjects were assigned to a static stretching, ballistic stretching, or control group. Baseline measurements for dynamic range of motion, stiffness, peak torque, and soreness were recorded. Subjects then performed a stretching program for s total of 3600 seconds over 4 weeks in their assigned group. Baseline tested was then repeated with an eccentric task designed to cause muscle damage added after day 1. Both stretching groups increased their range of motion and stretch tolerance following the 4 weeks of stretching. After eccentric exercise both stretching groups had greater range of motion and less pain than the control group. The authors concluded that 4 weeks of stretching maintains range of motion following eccentric exercise. The Action of Stretching When you stretch your muscle the origin of the stretch is in the sarcomere. As the sarcomere contracts, the area of overlap between thick and thin filaments increases and this facilitates increased forced production. Consequently, as the muscle stretches this area of overlap decreases allowing muscle elongation. This is often referred to as Sarcomeres in series. When the muscle reaches its maximum resting length the stretch tension transfers to the connective tissue. Because connective tissue is less pliable than muscle tissue, the relative stretch is considerably decreased. When we stretch, not all fibers are stretched and the length of the muscle actually depends upon the number of stretched fibers. As we increase the length of the muscle more fibers are stretched. The ultimate length of the stretch is also influenced by other feedback from proprioceptors, the stretch reflex and lengthening reaction. Lets look at what these are! (3)Proprioceptors Anytime we move our limbs around we receive feedback information about the position and length of our muscles and limbs. This information about the musculoskeletal system is relayed back to the central nervous system via proprioceptors. Proprioception is a spatial awareness of ones body movement and position. Proprioceptors are sometimes referred to as mechanoreceptors and they specifically detect changes in position, force and tension of muscles. When we stretch a muscle the proprioceptors provide feedback about the length of the muscle, especially pain and discomfort when the muscle is stretched too far. The primary proprioceptors involved in stretching are called muscle spindles or stretch receptors. Also involved are golgi tendon organs which are found in the tendon at the end of muscle. They provide information specifically on positional changes and pressure or tension. Golgi tendon organs provide information about the change in muscle tension and also the rate of change in tens ion (sometimes called rate of force development). Thus, together they provide feedback about when our muscles are lengthening or are experiencing too much force. (3)Stretch Reflex Naturally, when the muscle lengthens so too do the muscle spindles. The information provided by the spindles triggers what is called the stretch reflex or myotatic reflex. This causes the muscle to try and shorten (it basically resists lengthening). This stretch reflex contains both a static and a dynamic component that relate to the initial increase in length and the duration of the stretch. These are called the lengthening reaction and the reciprocal inhibition. (3)The Lengthening Reaction When we stretch and induce the stretch reflexes causing the muscle to contract, tension is produced at the musculotendonous junction (this is where the GTO is located). As the tension increases it reaches a threshold which causes a lengthening reaction which prevents the muscle from contracting and actually causes them to relax. (This is often referred to as the inverse myotatic reflex or autogenic inhibition.) This action is part of the reason that exercise prescription for stretching advocates holding a stretch for at least 15-20 seconds. (3)Reciprocal Inhibition A final consideration in this section is the action called reciprocal inhibition. In reciprocal inhibition the antagonists are essentially neutralized and prevented from contracting thereby not impeding the stretch of the agonist. Practicing how to voluntarily relax your antagonist can increase your stretch response in the agonists. (1)Types of Stretching Stretching can take many forms, last for various durations, and have both negative and positive effects on athletic performance. Stretching can be performed statically or dynamically. If a stretch is performed dynamically, it directly affects dynamic flexibility. If it is done statically, it will directly affect static flexibility. There is also some crossover effect between the types of stretching. There are numerous ways to stretch. The following is a list of stretching techniques. Static Type Stretching Static stretching basically involves a form of stretching whereby the muscle is lengthened and then held in that lengthened position for a pre-determined period of time. The following are types of dynamic stretching. Static Holding Stretching involves stretching ones own muscle as far as comfortable and then holding the stretch for 10-30 seconds. Passive Stretching involves someone else stretching your muscle and applying the 10-30 second hold. This method usually results in a further stretch than individual static stretching. Sometimes this technique is used without someone else when you use another body part to stretch a particular muscle group. A simple example is stretching your quadriceps by holding onto your foot and pulling up towards your back. Sometimes you will see passive stretching called relaxed stretching or static-passive stretching. Proprioceptive Neuromuscular Facilitation Stretching (PNF) is a popular and effective method of rapidly increasing ROM. PNF combines both static and dynamic components by having isometric agonist contraction, relaxation and contraction again. It normally requires a partner and is sometimes call partner assisted stretching. In basic PNF the individual stretches an agonist muscle as far as possible (a partner can help stretch further.) This initial stretch is held for about 10 seconds and then an antagonist contraction follows for 5-10 seconds. Following this the original agonist is then stretched again and the cycle repeated. This cycle should be repeated about 3-5 times on each muscle, with the muscle being stretched a little farther each time. Isometric stretching is somewhat of a combination of PNF and static stretching. This method requires the muscle to contract at the end of the range of motion and so the muscle being stretched is also the agonist. A common example is a calf stretch where one pushes against the wall creating both force and stretch in the calf at the same time. An additional advantage of isometric stretching is that it can also increase strength. Dynamic Type Stretching Dynamic stretching basically involves a form of stretching whereby the muscle is lengthened and shortened at various speeds without the muscle being held in the lengthened position for any period of time. The following are types of dynamic stretching. Ballistic stretching uses a limbs momentum to push it beyond its normal ROM. Sometimes added weight can be held to increase the stretch. This stretching involves limbs swinging through their ROM back and forth for about 10 repetitions. This stretching has traditionally been viewed as unsafe. However, it is effective if progress is done slowly and few injuries have actually been reported. One concern with this stretch is that the muscles do not have enough time in the lengthened position to adapt to the stretch and may in fact invoke the stretch reflex causing greater tightness. Dynamic stretching is a progressive stretching technique involving slow increases in ROM and speed. In contrast to ballistic stretching, dynamic stretching is more controlled and progressive. Dynamic stretching does not contain bouncing or ballistic movement. Dynamic stretches are commonly used in team sport settings or where speed movements are important. Active stretching is not commonly practiced as it is difficult and uncomfortable to a degree. In this technique a muscle is held only by the antagonist muscle in a certain position at the limit of motion for about 10 seconds. For example, lifting your leg straight up and holding it. Yoga uses many of these types of stretching. Application Question: Can you improve your flexibility if you are fifty or sixty years old? Answer: Even elderly men and women over seventy years old can increase their flexibility (Brown et al. 2000; Lazowski et al. 1999). With strength training the elderly, even in their 90s, can increase their strength and muscle mass although not as fast and as much as young people, but they can (Fiatarone et al. 1990; Lexell et al. 1995), and the responsiveness to strength training determines the effectiveness of isometric stretches (the most intense stretches) as long as the structure of the persons joints is not an obstacle. Exercise Prescription for Stretching The main reason advocated for the development of flexibility and its assessment is the reduction of injury. Interestingly, the literature does not support increased levels of static or dynamic flexibility reducing injury. It actually appears that people at both extremes of static flexibility may be at higher risk for musculoskeletal injuries and we dont have mush information on the relationship between dynamic flexibility and injury. In general, it is agreed that flexibility is healthy and although most experts agree on the benefits of flexibility and stretching, precise guidelines for stretching do not clearly exist. There is wide variation in the type of stretching, duration of stretches and intensity. Many individuals stretch for only a few seconds whereas others may stretch for 50 minutes as in a yoga class. General guidelines by the American College of Sports Medicine (ACSM) recommend three days of stretching per week, holding stretches for 10-30 seconds and 3-5 stretches for ea ch major muscle group. ACSM recommends static stretching for the majority of the population. When is it best to stretch? In general, muscle is more receptive to stretch when it is warmer. Therefore, it makes more sense to stretch your muscles following exercise. We must be careful and distinguish between stretching to improve ROM and warming up for performance. Human muscle stretches better at about 38.5Â ° c. which is higher than normal body temperature. For this reason, post exercise is perhaps the best time to stretch. Factors Influencing Flexibility Many factors contribute to joint flexibility. Sometimes the factors influencing flexibility can be classified as intrinsic or extrinsic factors. Intrinsic factors apply to those musculoskeletal factors within the body such as ligaments and tendons, whereas extrinsic factors generally apply to factors such as age, gender, body build and so on. Generally, extrinsic factors are those that we cannot change. Intrinsic Factors for Flexibility While factors such as age and gender clearly play a role, the structure of the joint itself plays a major role in its own flexibility. Joints comprise various types of tissue and bone and these components differ in how they contribute to joint flexibility. Table 2 provides information on the relative contributions of soft tissue to joint ROM. Intrinsic factors specifically relate to the mechanical properties of the musculoskeletal variable. This varies between individuals and is affected by injury, race, muscle types and amount and others. In general, when we practice stretching we are seeking to make change to these intrinsic factors. Extrinsic Factors for Flexibility We can assume the intrinsic factors to be fairly consistent within individuals leaving a lot of room for the many extrinsic factors to influence joint flexibility. However, extrinsic factors usually explain variability between joints within individuals and overall flexibility between individuals and not all of them are changeable. Gender: In general, females are more flexible than males across the lifespan. Several factors contribute to this increased flexibility such as lower muscle mass, different hormone concentration and anatomical variations in joint structure. Age: flexibility tends to decrease with age usually beginning in the teenage years. With increasing age there is a decrease in elasticity of connective tissue surrounding both joints and muscles. For the most part this is attributed to decreased activity levels. Temperature: Muscle and connective tissue are like most other materials, i.e. they are more pliable/flexible at warmer temperatures. Increasing body temperature through an appropriate warm-up increases the flexibility of the muscle and joint. Consequently, a decrease in body or muscle temperature decreases flexibility and may increase the risk of injury. Habitual/Exercise Activity: Individuals normally preserve the required flexibility to perform tasks they perform on a daily or regular basis. Some scientists refer to this as form follows function. Therefore, individuals who exercise regularly and exercise their limbs through a full ROM tend to preserve flexibility better with age. A sedentary lifestyle is associated with decreased flexibility. Injury: Injury is a common cause of loss of flexibility especially in the upper extremities. Joint injuries typically result in the deposition of collagen or scar tissue. Scar tissue in particular restricts the mobility of the joint. Joint injuries also result in inflammation that also restricts mobility. Following injury rehabilitation to specifically restore and increase ROM is extremely important to allow the joint to return to normal function. Joint Structure/Type of Joint: Flexibility is specific to each joint and to the way in which the joint is designed. Ball and socket joints (triaxial) are much more mobile than glinglymus joints (uni-axial). Joints fall into one of four categories based on ROM, no movement (non-axial), uni-axial, bi-axial or triaxial. The structure of the joint is therefore a major determinant in a joint ROM. Muscle Mass/Body Build: The role of muscle mass in flexibility while important is often over-emphasized. In general, well hypertrophied muscles of the upper body, e.g. chest and arms, can restrict movement. However, if muscles are developed through the entire ROM of the muscle, flexibility is often preserved. Male gymnasts are a good example of well hypertrophied muscle and high flexibility. Therefore, while muscle mass can play a role in diminishing flexibility, the negative effects can be minimized by ensuring full ROM during muscle contraction. Pregnancy: Women generally increase their flexibility during pregnancy. The basic reason for this is to prepare for childbirth but also to allow greater ROM in the hip region. Specifically, the pelvic and hip joints increase in flexibility due to increased production levels of the hormone relaxin. This can also help alleviate discomfort with pregnancy associated Lordosis. Relaxin levels decrease following pregnancy. Stretch tip number 2 (see illustrations) Your friend complains of tight calf muscles following running, what can you recommend? Stand with feet together, legs straight, on a step and let the heels hang over the edge. Hold this position for 20 seconds. Repeat several times. Stand with feet together about 3 feet away from a wall. Place your hands on the wall and slowly bring your chest into the wall. Keep both heels on the floor. Hold this position for 20 seconds. Stand with feet together about 3 feet away from the wall. With hands on the wall, bring one leg forward and push with the back leg keeping the heel on the ground. Repeat on each leg. Flexibility and Athletic Performance It is a widely held conception that flexibility improves athletic performance. However, the scientific literature does not consistently support this belief. There is great variation in the amount of flexibility required for successful performance between activities and even within activities, such as team sports, there is wide individual variation. Furthermore, decreased flexibility has been shown to improve running economy and thus decreased flexibility can in some cases improve performance. Some studies have shown that less stiff muscles are more effective in using the stored elastic energy that is developed during a stretch. However, we must be careful about when these stretches are initiated as recent evidence suggests that static stretching prior to activities requiring maximal contraction tends to cause a decrease in performance. Overall, the ability of increased flexibility to improve athletic performance is most likely restricted to those activities that actually require extr eme ranges of flexibility such as gymnastics, figure skating etc. and a universal approach of requiring infinite flexibility in all athletes is not warranted. Research Box Dynamic versus Static Stretching Warm-up: The Effect on Power and Agility Performance. Mc Millian et al. 2006 (vol20, 3, 492-499). Journal of Strength and Conditioning Research. 30 subjects participated in a study to determine the effects of a dynamic warm-up (DWU), a static stretch warm-up (SWU), or no warm-up (NWU) on a T-shuttle agility test, an underhand medicine ball throw, and a 5-step jump. Testing took place over three consecutive days and the order of all tests and warm-ups was randomized. Each warm-up lasted for 10 minutes. The DWU comprised a series of exercise such as bend and reach, push-ups, squats, and skipping. The SWU comprised of exercises such as the overhead pull, quadriceps stretch, trunk flexion and extension. All stretches were performed once and held for 20-30 seconds. The NWU group did no exercises. Results showed significantly greater performances for all tests following a DWU. The performances did not differ between the SWU and NWU. The authors conclude that the use of SWU should be reassessed when preceding athletic performance. Measurement of Flexibility Several basic flexibility tests exist such as sit and reach for hamstrings and low back and shoulder rotation test for shoulders. Since flexibility varies between joints, comprehensive flexibility assessment would have to assess many joints. This is not really possible and so one typically selects a few major joints and muscles such as low back and hamstrings, calf and Achilles, and shoulders. Simple tests for these assessments as well as more detailed laboratory practices are described at the end of the chapter. Any measurement of flexibility should be based on sound and accepted testing procedures. For the most part static flexibility tests are the most widely used and these are based on linear and angular measurements of the motion of the joint. All flexibility assessments should follow a standardized procedure whereby warm-up, and practice trials are all controlled. Summary After you read this chapter, you should be able to do the following: Define flexibility and other relevant terms related to flexibility Flexibility is basically the range of motion around a joint. It is influenced by many factors. Flexibility is an important for overall health. It is important for basic daily function and comfort. Flexibility varies between joints within individuals and between individuals. List the factors affecting flexibility Factors that influence flexibility are numerous and varied and can be classified as intrinsic or extrinsic. Intrinsic factors include variables such as the tendon and muscle, whereas extrinsic factors include variables such as age, gender and activity levels. Explain the techniques for improving and measuring flexibility. There are many ways to stretch and improve flexibility. The most commonly prescribed method is static stretching for 10-30 seconds per muscle group. Including safe and full ROM exercises into our daily routine is an excellent way to improve and preserve flexibility. Flexibility should be measured at multiple sites and can be assessed using basic goniometry or a more simple test such as a sit and reach teat. Summary Flexibility is an important component in overall health and generally declines with age. There are many benefits including reduced risk of low back pain and increased functional range of motion. Flexibility varies between people and is affected by many variables. These factors are usually classified as intrinsic or extrinsic. When we stretch we are usually trying to change intrinsic factors. Flexibility usually takes two forms, static and dynamic, and we can stretch a muscle using either form. Most exercise prescription for flexibility advocates static stretching and involves holding a stretch for 10-30 seconds per muscle group. When we stretch or measure flexibility, it should be performed at multiple sites as flexibility tends to be site specific. The major joints to consider are the lower back, shoulders, and hamstrings. Chapter Review Flexibility Discussion Questions Identify and describe 5 extrinsic factors that are known to influence flexibility! What are the best approaches to improve flexibility? What are the various musculoskeletal components that provide regulatory feedback to muscle stretch? Can you differentiate between the roles of golgi tendon organs and muscle spindles? Provide a short description for each of the following terms: Sarcomeres in series. Stretch reflex. Lengthening reaction. Proprioceptors. Autogenic inhibition. Reciprocal inhibition.

The Changing Role of Human Resources :: Human Resources Essays

Introduction In most companies today, the HR function provides vital services to such stakeholders as job applicants, workers, supervisors, middle managers, and executives. Yet, the HR function tends to be located at the end of the business chain, on the reactive side, and too frequently centers on carrying out actions rather than achieving outcomes. The role of the HR function is frequently one of providing people, training, and secluded HR efforts after others have formulated organizational strategy and have initiated operational accomplishment. Cost centered management of worker benefits programs such as health insurance, workers' compensation, and pension plans have also figure outstandingly in an effort to control out of control operating costs (Dunn, 2006). Discussion The HRM department at our company does not really play a strategic role in the organization. Presently they spend the majority of their time doing the day to day things like hiring people, training, and other HR efforts that allow the business to function everyday. In order for business to achieve success in the every changing business world it is important for HR departments to become more strategically aligned with the overall goals and efforts of companies. There are three key reasons why businesses are changing their methods. The first is reducing costs. HR departments should no longer want to be seen as just a support function and cost center, they need to show their value. Secondly, it is the competitiveness of business today and the fight to employ and retain people that will help drive the business. Finally, HR departments are now expected to have an understanding of how other departments function in order to make a valuable contribution to the whole of the business (Brockway, 2007). The HR professional who will succeed in guiding their organizations into the future will be those who understand and use business strategy; understand corporate culture, plans and policies; recognize future problems and work solutions; can deal with all types of people; can communicate well verbally and in writing; and can recognize, recruit and train future executives. As organizations continue to move towards collective systems and combined financial resources for managing their human capital, we are likely to see more organizational structures combining both HR and Organizational Development (OD). The time has come to quit debating OD's involvement in HR systems and seek the present opportunities of showcasing the skills of OD in building organizational capacity and having a measurable impact on workforce productivity.

Aeon History

History Company JAYA JUSCO is set up in Malaysia In 1984, Jaya Jusco Stores Sdn. Bhd. was established in Malaysia, in response to the Malaysian Prime Minister Dato' Seri Dr. Mahathir's request to help modernize thee retail industry in Malaysia using the world's most advanced management expertise. Dr. Mahathir believed that the modernization of the retail industry was crucial for the country's economic growth. Prior to this, in 1983 Dr. Mahathir visited Tokyo and met the then JUSCO Co. , Ltd. President, Mr. Takuya Okada to discuss the proposition of bringing the JUSCO name to Malaysia. The talks ended on a positive note and Dr.Mahathir invited JUSCO to set up store in Malaysia. All this was part of Dr. Mahathir's Look East policy for Malaysia. Year| Description| 1984| JAYA JUSCO STORES SDN BHD established, in response to a request from Prime Minister Y. A. B. Datuk Seri Dr Mahathir bin Mohamad, to help modernize the retailing industry in Malaysia. | 1985| The first pilot store, JAYA J USCO Dayabumi, opened. The second pilot store, JAYA JUSCO Taman Tun Dr. Ismail opened. | 1989| JAYA JUSCO Dayabumi closed. The first Superstore, JAYA JUSCO Taman Maluri, opened. | 1991| JUSCO Melaka was opened and fully operated by Malaysian staff. The ?ON Group's â€Å"Hometown Forest† programme was launched simultaneously at the inauguration of JUSCO Melaka. | 1992| JUSCO Wangsa Maju (Alpha Angle Shopping Centre), our first Shopping Centre, opened. | 1994  | Our Distribution Centre began operations. Japanese Trainee Programme begun. | 1995  | JAYA JUSCO Taman Tun Dr. Ismail closed. JUSCO Bandar Utama (1 Utama Shopping Centre) opened. JUSCO Bandar Baru Klang (Bukit Raja Shopping Centre) opened. | 1996| JAYA JUSCO STORES BHD was listed on the Main Board of the KLSE. | 1997| JUSCO Ipoh (Kinta City Shopping Centre) opened. | 1998  | JUSCO Melaka Shopping Centre reopened. 1999| JUSCO Mid Valley opened. | 2000| JUSCO Taman Maluri Shopping Centre re-opened. JUSCO Bandar Puch ong opened. | 2001| Launch of WAOH Charity Fund / JUSCO Fest / JUSCO's 17th Anniversary. 22 Malaysian students and 2 former participants from the 1990 batch were invited to Japan as ‘Ambassadors ‘through the ? ON â€Å"1% Club† Programmer. | 2002| Establishment of JUSCO-OUM Retail Centre in Alpha Angle Shopping Centre, at Wangsa Maju. JUSCO Taman University opened, Japan Management Training Programmed reactivated. | 2003  | WAOH Charity Bazaar. JUSCO Home Centre opened in 1 Utama Shopping Centre. ,000 seedlings were planted in the vicinity of the JUSCO Permas Jaya store as part of ? ON's environmental campaign, ‘Planting Seeds of Growth'. JUSCO Permas Jaya Shopping Centre opened. | 2004  | JUSCO Metro Prima Tree Planting Ceremony was held. 2,000 seedlings were planted. JUSCO Metro Prima Shopping Centre opened. WAOH Charity Fund officially registered as the â€Å"WAOH† Malaysian JUSCO Foundation. Company authorized share capital increased from RM10 0,000,000 to RM500,000,000. JAYA JUSCO STORES BHD. officially changed name to AEON CO. (M) BHD. JUSCO celebrated 20th Anniversary in Malaysia with Gala Dinner.Official launch of â€Å"WAOH† Malaysian JUSCO Foundation. 30,000 seedlings planted in the Malaysia-Japan Friendship Forest, AEON Woodland, Paya Indah Wetlands. Completed Bonus Issue (1:1) for 87,750,000 new Ordinary Shares. | 2005  | AEON CO. (M) BHD. received a certificate of appreciation from the Prime Minister for its tree planting activities. Charity Gala Dinner was held. The management of AEON CO. (M) BHD. met with the Mentri Besar of Negeri Sembilan, Y. A. B. Datuk Seri Utama Hj Mohamad Bin Hj Hasan. JUSCO Seremban 2 Tree Planting ceremony was held. 3,300 seedlings were planted. JUSCO Seremban 2 opened.JUSCO J-One Supermarket opened at Damansara Damai. AEON Tebrau City Tree Planting ceremony was held. 6,000 seedlings were planted. | 2006  | AEON Tebrau City Shopping Centre opened. Change of financial year end . AEON Taman Equine Tree Planting ceremony was held. 4,000 seedlings were planted. AEON Taman Equine Shopping Centre opened. PASAR RAYA D'HATI (formerly known as J-One) Supermarket in Pearl Point opened. AEON Cheras Selatan Tree Planting ceremony was held. 4,000 seedlings were planted. WAOH Gala Dinner held. JUSCO Queensbay store opened. AEON Cheras Selatan Shopping Centre opened. 2007| PASAR RAYA D'HATI name change ceremony held at Pearl Point Shopping Mall. | 2008  | Completed Bonus Issue (1:1) for 175,500,000 new Ordinary Shares. AEON Careline was launched. AEON Seberang Prai City Shopping Centre Tree Planting Ceremony held. 3,500 saplings were planted. JUSCO Seberang Prai City (AEON Seberang Prai City Shopping Centre) opened. Taman Asuhan Kanak-Kanak Asahi (TAKA) at Bandar Puchong Jaya opened. 24th Anniversary Tree Planting at AEON Woodland. 2,400 saplings were planted. AEON AU2 Setiawangsa Shopping Centre Tree Planting Ceremony held. 4,600 saplings were planted.JUSCO AU2 Seti awangsa (AEON AU2 Setiawangsa Shopping Centre) opened. AEON Bukit Indah Shopping Centre Tree Planting Ceremony held. 3,000 saplings wereplanted. JUSCO Bukit Indah (AEON Bukit Indah Shopping Centre) opened. | 2009  | Pasar Raya MaxValu Pearl Point closed. 25th Anniversary Tree Planting Ceremony at AEON Woodland. 25,000 saplings planted. AEON Bandaraya Melaka Shopping Centre Tree Planting Ceremony held. 2,000 saplings were planted. | 2010  | â€Å"With All Our Hearts† Malaysia JUSCO Foundation changed name to Malaysia AEON Foundation. JUSCO Bandaraya Melaka (AEON Bandaraya Melaka Shopping Centre) opened.AEON Mahkota Cheras Tree Planting Ceremony held. 3,000 saplings were planted. JUSCO Mahkota Cheras (AEON Mahkota Cheras Shopping Centre) opened. | 2011  | JUSCO Bandar Utama reopened. AEON Rawang Anggun Shopping Centre Tree Planting Ceremony held. 3,500 saplings were planted. JUSCO Rawang (AEON Rawang Anggun Shopping Centre) opened. Disposal of Smart Wonder World (SWW) amu sement business completed. | 2012  | AEON Ipoh Station 18 Shopping Centre Tree Planting Ceremony held. 3,500 saplings were planted. AEON unveiled the new brand name â€Å"AEON† and tagline â€Å"AEON Enriching Your Lifestyle†.Card rebranded to AEON Member Card. AEON Ipoh Station 18 (AEON Ipoh Station 18 Shopping Centre) opened. | Social responsibilities Social responsibility  is an ethical  or theory that an  entity, be itan  organization  or  individual, has an obligation to act to benefit society at large. Social responsibility is a duty every individual or organization has to perform so as to maintain a balance between the economy and the ecosystem. A trade-off always exists between economic development, in the material sense, and the welfare of the society and environment.Social responsibility means sustaining the equilibrium between the two. It pertains not only to business organizations but also to everyone who’sany action impacts the environ ment. Ethical Issues Ethics, also known as  moral philosophy, is a branch of  philosophy  that involves systematizing, defending, and recommending concepts of right and wrong conduct. The term comes from the Greek word  ethos, which means â€Å"character†. Ethics is a complement to Aesthetics  in the philosophy field of Axiology. In philosophy, ethics studies the moral behaviour in humans, and how one should act.Ethics may be divided into four major areas of study. Introduction At AEON, we believe a green environment is the basis for a better life, as such we have developed a comprehensive ecology programme to address the global warming issue and aim to significantly eliminate carbon dioxide (CO? ) emissions. To create higher environmental awareness and educate younger generations on the importance of environment protection, we have involved the participation of various parties, Non-Governmental Organisations (NGOs), government agencies and other communities, in eve ry programme initiated by the company Green Initiatives Malaysia-Japan Friendship Forestry at Paya Indah Wetlands * On 13 September 2004, AEON held a special dinner in gloryof Tun Dr. Mahathir bin. Mohamad, the former Prime Minister of Malaysia. Tun Dr. Mahathir bin Mohamad was invited to sign a plaque, together with Mr Takuya Okada, for the launching of the Malaysia-Japan Friendship Forest. This tabletwas placed at the forest site, which was named the AEON Woodland, a special area about eight hectares set aside in Paya Indah Wetlands. * Aeon Green Fund AEON Green Fund was established in-conjunction with the â€Å"No Plastic Bag Day Every Saturday† campaign. Customers requesting plastic bags on Saturdays will be charged 20 cents for each plastic bag. The fee will serve as a deterrent to shoppers against the use of plastic bags. Proceeds charged on the plastic bags will go to the Green Fund which supports all AEON's environmental and corporate social responsibility activities. * Aeon Eco Fair 2010 * AEON Co. (M) BHD had launched an eco-event called ‘Eco Fair 2010' on 20 April 2010 at AEON Bandaraya Melaka Shopping Centre.The main purpose of this event is to educate and inspire the general public and the community about the importance of sustainable practices. Green Award * Green Leadership Award 2010 * AEON won the Green Leadership Award at the Asia Responsible Entrepreneurship Awards (AREA) held in Kuala Lumpur. The award recognizes AEON for their environment protection efforts through the ‘Planting Seeds of Growth'. Reduction in Energy Consumption' and recycling campaigns. AEON planted more than 400,000 saplings in 25 years with the ‘Planting Seeds of Growth' activity which is now a tradition that follows the opening of each new store.They reduced energy consumption by installing inverter systems in their offices and outlets and also encourage recycling by establishing AEON Community Recycling Centres (CRC). AEON pledges its commitmen t to uphold corporate social responsibilities in Malaysia. The company has always been perceptive towards conserving the environment for the sake of future generations and will continue endorsing the importance of a greener tomorrow. Green Awareness * IGEM 2010 * The Tree of Life, moulded from corrugated box material and standing proudly in the centre on the booth, is designed to reflect AEON's ecological work towards preserving nature.With AEON's core philosophy of ‘Planting Seeds of Growth', the tree not only represents seeds that have reached their potential, but highlights how trees sustain life by moderating the climate, providing a wildlife habitat and improving air quality. To remind IGEM 2010 visitors of this philosophy, a free packet of seeds is available to take home when they make a pledge on the Tree of Hope. The AEON Chairman Dato’ Abdullah b. Mohd. Yusof He are pleased to present AEON Credit Service (M) Berhad (AEON Credit) Annual Reportand Audited Financi al Statements for the financial year ended 20 February 2012.When the slower growth in global economy in 2011, the Malaysian economy remained resilient with sustained growth in domestic demand supported by mainly higher expenditure from the public sector along with growth in both business andhousehold spending in an environment of continued positive consumer sentiment. Planning The meaning of planning is the process of thinking about, organizing the activities required to achieve a desired goal and developing plans to integrate. Planning is also called forethought. Planning involves the creation and maintenance of a plan.As such, planning is a fundamental property of intelligent behavior. In the organization creation and maintenance of a plan is very important. This is because the manager in the organization have creativity that mean that the manager ability to develop new idea and to discover new way of looking at problem and opportunity. Develop the new idea is the proses activity to the manager become successful to managerial the employee to become creative and behavior to an organization. In the Aeon Corporation manager is very successful moving from an idea to an organization to become the bigger market in Melaka.Aeon Corporation is using the classifying manager tools managerial the employee. The top manager is making organization – wide decision and establishing plans and goals that affect the entire organization. After, the top managers making decision with past to middle manager to managerial the first – line manager. Middle manager past to first – line manager to managerial the non-managerial employee. All the employee in Aeon Corporation very honest and ethic is because they have a top manager to share their conceptual skill to think all the best toward the organization goals.After that, middle manager will share their human skill to work with other people. After thought, first – line manager will share technical skill show ed their knowledge to employee. Aeon Corporation management is very successful in coordinating and overseeing the work activities of other so that their activities are completed efficiently and effectively. Besides that, follow management role to develop the best customer relationship and customer service. Organizing Organizing  is the act of rearranging  elements following one or more  rules or principle.In anything is commonly considered organized when it looks like everything has a correct order or placement. It's only ultimately organized if any element has no difference on time taken to find it. Not only can that, organizing also be defined as  to place different objects in logical arrangement for better searching. Organizations  are  groups  of people organized for some purpose, such as business or political activities. Dato’ Abdullah bin Mohd Yusof the Aeon jusco chairman he regardless of how times may have changed, is to serve the  Ã¢â‚¬ËœCustomer Firs t ’.He always mindful of the three keywords which make up the essence and character of the retail industry and must be considered in any development:  Ã¢â‚¬Ëœpeace’,  Ã¢â‚¬Ëœpeople’ and  Ã¢â‚¬Ëœcommunity’. Because ours is a person-to-person business and our existence is deeply intertwined with the people of the regions and societies in which we serve. These precepts remain the same wherever we do business, where we act as a contributing member of the local community. 2010 whiles the public sector. lly He is organizing the Accelerating Shopping Center Development and Aggressive Pursuit of GMS Stores.He organizes to establish a solid competitive position and achieve continuous growth. Accelerating Shopping Center Development is channel in the resources towards developing attractive, integrated commercial facilities which the customers can fully enjoy, such as regional shopping center and neighborhoods shopping center. This segment can also involve lea sing shopping space and facilities to tenants. The Aggressive Pursuit of GMS Stores is the General Merchandise Stores (GMS) in the Aeon Jusco with combine supermarkets and departmental stores under one roof to operate as full-line retailers.The Products was offered range from food and other daily necessities, apparel and household goods also include bedding and bathroom products to specialized products such as home appliances, sporting goods and cosmetics. The goal of the organization is to operate as an â€Å"international-scale retailing group†. The Aeon Jusco Chairman Dato’ Abdullah bin Mohd Yusof to recognise for excellence not only in Japan also in other nations like Hong Kong and China. In the international recognition Aeon work to achieve is not only measure merely in quantifiable terms of size, growth and profitability.The chairman also hope to be competitive at the global level in intangible aspects such as can making the customer satisfaction and corporate ci tizenship. He dedicated to the idea of â€Å"quality management† to further enhance our capabilities. Leading ‘Leading' can comes from the metal-type when it typesetters inserted thin  strips  of  lead   to increase the spacing between lines. Then it for legibility or stylistic effects. Lines of normal text without leading are said to be set solid, and usually give a dense and dark  appearance  to the text block.The 5th batch of trainees who successfully completed the Japan Trainee Programmed returned to Malaysia on 17 January 2007. They are holding positions as leaders in their respective stores nationwide. In the Japan Trainee Programmer is designed to help selected leaders prepare for the every changing retail environment to overseas working conditions. One of the vital ways to increase their knowledge and skills in retailing to given them some experience in AEON Japan. This programmed also teaches them to be independent, in preparation for their future r oles as leaders in the Company.AEON also have publishes the AEON Business School to intense course for the benefit of merchandisers, store managers and deputy store managers was organized by AEON. AEON Business School to celebrate the successful completion in the course and in the special closing ceremony was held on 22 September 2006. Chairman Dato’ Abdullah bin Mohd Yusof to train and develop new leaders from within the Company, AEON CO. (M) BHD. He has created a New Leader Development Program (NLDP). The Participants were asked to present a project that applied all the skills and knowledge they gained during the one-year course.He train the new leader to help the AEON future develop to accomplished the company goal. He has train the new leader to help to direct the staff working. He saying the â€Å"CUSTOMER FISRT’, uses the new leader to train the more quality staff. AEON CO. (M) BHD. Is organized a number of team-building activities to throughout the year to deve lop attitudes, motivation and unity within the Company. Team-building Program was also held for Blue Wave for the supervisors and assistant supervisors at Kem Bina Semangat Yayasan Selangor. To give them more experience to operate the manage line. ControllingControlling is the basic  management  function  of establishing  benchmarks  or standards, comparing actual  performance  against them, and taking  corrective action, if  required. Name AEON is derived from the Latin word which means ‘eternity'. JUSCO has become a household name in the Malaysians and has been growing together with our nation since its first presence in Malaysia. The slogan ‘Customer First' has always been the driving in the philosophy for the AEON group. Now, AEON CO. (M) BHDis moving towards globalization by taking on the global brand name for all its stores and shopping centers.It is also the perfect opportunity for AEON to further strengthen its position in the market and to esta blish a clear brand identity. AEON is organizing a press launch, series of campaign posters, TVC, radio contest, customer engagement activities, and special merchandise. Furthermore, AEON will introduce a new tagline, ‘AEON ENRICHING YOUR LIFESTYLE' to the public. The dynamic new brand name and logo are part of the company's strategy to increase its profile as a leading retailer in Malaysia, added by Dato' Abdullah bin Mohd Yusof, Chairman of AEON CO. M) BHD.. He believes that we have established the foundations not only for sustainable growth but also for excellence in delivering values and customer service to our customers. Dato' Abdullah bin Mohd Yusof, Chairman of AEON CO. (M) BHD to the entire one million J CARD holders. The member cards will be upgraded to the new AEON Member Card that retains some of the previous J CARD benefits plus some added new ones also including all existing accumulated points will be transferred to the new AEON Member Card.Every Members can repla ce their card at the AEON Member Card Customer Service Counter for FREE starting from 15 March 2012 – 30 April 2012. Nonetheless, new members can enjoy a new fee rate at RM24 for a 3 years membership. Besides, AEON stores will also undergo face lifting consistent with the new AEON corporate identity while still retaining the familiar JUSCO feel. All the JUSCO signage and pylon signage will be replaced in phases during the two years rebranding exercise. AEON is ambitious to improve our customer services.The various programs will be initiated in order to increase and upgrade the company's customer services to higher levels. We will ensure and strive to continuously provide our customers with improved and better services. Finally, we at AEON promise to continue deliver a great shopping experience that will enrich our customers' lifestyles. Opportunity In the consistent new growth and a vigorous program of constant renovation at existing market in the region. AEON MALL has now op ened its doors to retailers for the all esteemed organization to be a part of a large business opportunity in AEON MALL's in the future developments.In the well-established retail developer in Japan was rapidly developing in large scale shopping centers in South East Asia countries including Malaysia, Vietnam, Indonesia, Myanmar, Cambodia and even in China. we have arranged a solid business presentation about our expansion plans in these states. We are in charge of developing businesses and directly involved with the rapid emergence and operations over 60 shopping malls nations over. AEON MALL was looking ahead to aggressive shopping mall development as the AEON Group's core company was responsible to aim sustainable growth.In the same time, we find to strengthen initiatives that will accelerate the pace of openings and the development of sites for this endeavor. From the capacity to open new shopping on the listed countries is frightening. We are pursuing nonstop value improvement. By saying an â€Å"ALL NEW AEON MALL,†. We are making everything new also include renewing on hand shopping malls. This is reflected in the frequency of strong name that AEON MALL commands among many area store companies, which regularly name its malls as desired locations to shop and spend.We intend to open more malls in the near future, with a quickening of pace planned from time to time. Going forward, we will aggressively expand openings of our shopping malls tailored for commercial areas and expanding business opportunities. At accessible shopping malls, AEON MALL is hurrying renovation initiatives in order to increase earnings and achieve projection by enhancing the ability of these facilities to attract customers. Sales at the average shopping mall start to soften a few years after its start business. We will make constant adjustment to maintain the good looks of our malls to customers.In the strong economic growth in this region has also sparked positive economic opp ortunities that to us indicate the dawn of the age of the shopping mall. We intend to further expand our shopping mall development business even further, thereby enhance corporate value. We Regardless domestic or overseas in the AEON MALLs would and should be supported and beloved by local residents continuously. Developer versed in the retailing industry to aim build towns that are indispensible 50 years on or even 100 years into the future always see the things from the customer's standpoint.Finally, we will work on contributing to local communities, creating comfortable and safe shopping malls and even carrying out activities that will pass on a pretty environment to the next generation. We see real market potentials for the mall business for respectable entrepreneurs. In the our policy in going forward is primarily to gain a dominant position in the key markets of Malaysia, Vietnam, Indonesia, Myanmar, Cambodia and China, while at the same time pursuing development ventures thro ughout the nation.We will also focus on developing new malls over other potential ASEAN region and aiming to increase the number of our facilities or more. Conclusion Aeon Corporation is the successful supermarket in Malaysia. This is because there have the good manager to develop the new idea to managerial the employee in the organization. So that the AEON corporation business also very successful increase every year. This nice results is not a manager have good skill to managerial people, employee also cooperation toward the organization goal can be accomplish.AEON Corporation is the good example to their managerial skill and the ability to do the better and think the good toward the organization. Although, management function such as, planning, organization, leading and controlling, this management function is an important way that show ability of manager can be successful or not to managerial the organization to become successful. But Aeon have today status, is because their man ager have conceptual skill to do all the best toward the organization. This past few year, we can see that the Aeon corporation income statement has beautiful number; it means that Aeon Corporation has earned money.In Melaka everyone will famous that the Aeon this bigger shopping Centre, this will prove the Aeon Corporation to improve their best attitude toward their customer. In the Malaysia normally people famous they think is the think that the customer wants to test it to satisfied their want and need. The best way for the one organization much have training class to all employee to improve himself knowledge to joint in the social and the best attitude to learn moral value to improve personal self-cultivation. Aeon corporation manager already doing the think right to showed their ability in the organization.REFERENCE 1. AEON CO. (M) BHD (2012). History company. Retrieved 13 MARCH 2013, from aeonretail. com. my 2. AEON CO. (M) BHD (2012 ). social responsibility. Retrieved 25 marc h 2013, from http://aeonretail. com. my/ 3. AEON CO. (M) BHD (2012). Management function. Retrieved 20 march 2013, from aeonretail. com. my 4. Wikipedia (2009). AEON. Retrieved 24M ARCH 2013, from Wikipedia. org 5. AEONCR (2013). chairman statement. Annual report AEON 2012  (pp. 18-19). malaysia: AEON publisher credit service

Marketing Analysis Nike And Nike - 846 Words

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