Introduction
Indians is the name of the indigenous population of America (with the exception of the Eskimos and Aleuts). The name arose from the erroneous submission of the first European navigators, who considered that they discovered transatlantic land of India.
Scientists have begun to interest the Indians, as soon as they came in contact with the Europeans. Around the middle of the XIX-th century there emerging new scientific discipline – American study – a science about history, as well as on the material and spiritual culture of the Indians.
Northwest Indians
In northern Canada, a very vast area is occupied by American Indian tribes, belonging to the two great linguistic families – Algonquian and Athabascan tribes wandered primarily in the western half of this vast subarctic zone between the Yukon and Mackenzie rivers; Algonquian tribes who came here before, inhabited the eastern half of this area of land lying to the east and south-east of the Hudson Bay.
Both tribes were engaged in hunting. Prior to the arrival of Europeans in general, they were not familiar with farming. They lived in tents, usually made of wood bark. At one place, they tend to remain short. In the canoe from the bark, they floated on the great rivers and lakes of Canada. In winter, they moved on sleds (which are called toboggan), or skiing. They hunted using a bow and arrows. The pride of the northern Indians had their skilful traps. In addition to hunting for caribou, and fur-bearing animals, they fished in the countless rivers and lakes in their cold country. Despite the adverse natural conditions, some North American tribes, and especially the tribes inhabiting the banks of the American Great Lakes were quite numerous.
On the opposite Pacific coast of North America, north-west of the today United States, in the Canadian province of British Columbia and south-western Alaska lived still lives three main Indian group in North America, which simply is called the north-western Indians. They inhabited different special beauty of the northern Pacific coast of Alaska, Canada and the United States, its innumerable islands and islets, the coast of Fjords and marine straits (Young Man, 1998).
Against the backdrop of the magnificent natural scenery live more than fifty different indigenous tribes. In the north – south-western Alaska – mainly Indians from the tribe Tlingits, British Columbia – Bella Kula, cymciyan and especially – the best in America woodcarvers – Haida Indians inhabiting the Queen Charlotte Islands. Then it is possible to meet here the whale hunters and to the south, bordering the American state of Washington and Oregon, endowed with outstanding business skills Chinook tribe that first started the exchange of goods with white, often quite long, and come here in their big ships.
Fifty north-western tribes are not related to each language community. These tribes belong to several different language groups. For example, the Haida Indians and Tlingits relate to Athabascan linguistic family. Common to all these tribes is the main source of livelihood – fishing, especially fishing on the high seas. Of all the Indians three Americas – North, Central and South – north-western Indians connected with the sea is most closely associated. They caught cod, flounder, and above all valued their fish – salmon. Caught it as a network, as well as fish-trap. In addition, the north-western Indians hunted sea otters, seals and even whales, leaving them in the big boats. The lack of plant food, they applied collecting seaweed, berries, roots. Agriculture, except for the cultivation of tobacco was unknown to them. In addition to the sea and rivers, these Indians had one more richness – the forest. These Indians were able to perfectly treat the tree. They not only built wooden homes and boats, and carved wooden ceremonial masks and other ritual objects, including totem poles whose home is here. For many hundreds of pillars decorated with carvings, which the north-western Indians dug into the ground in front of the houses, they portrayed their “totem ancestors” – ravens, eagles, whales, and the dead chiefs.
The Indians of north-west are famous for the fabrics. Raw material for them served dog hair (in the south) or the wool of mountain goats (in the north).
Totem capes and poles of north-west Indians have made an eternal monument not only to their original art, but also to the social order. It is worth recalling that the north-western Indians were richer than the vast majority of other Indian groups in North America. But wealth is no longer belonged to all. For the first time in North America is a private owner whose property is inherited only his own offspring, not the tribe as a whole. It gradually formed ancestral know – the chiefs and shamans.
Wealth leads to the exchange. It is widely developed by the north-western Indians. Even “money” was invented (a plate of pure copper becomes means of payment). Finally, another characteristic of the genera already decaying society was the existence of primitive slavery. For the purchase of slaves there were wars, and very bloody, though the main goal was to capture the enemy and turned into a slave. The main weapon was a bow, arrows and a wooden spear with a copper cap. Head covered wooden helmet. Sometimes the wooden armor protected and other parts of the body (Young Man, 1998).
Californian Indians
In the south, it is possible to find different from the north-western Indian independent group. Californian Indians live in the North American state of Oregon too, and even in the north-west Mexico. California Indians still belong to the least developed part of the North American native population.
In California, more than five dozen different tribes live belonging to many language families. With the exception of a few most of southern tribes, none of the groups of California Indians did not know about farming. Most of them were collectors. During a long and hot Californian summer, they gather chestnuts, nuts, roots, various fruits of the forest, wild oats. Hunting for these Indians had a much lower value. On the coast, ocean California Indians collected clams, of course, and caught fish. However, the staple food of California’s tribes served ordinary acorn.
In pre-Columbian era California Indians lived mainly in the dugouts. Also their clothes were very simple. Before contact with the first white men of many tribes went here quite naked, others wore short loincloths of deer skin. The same bandage are met and women. Food boiled these Indians also extremely easy. Porridge and soups are warm in watertight baskets, descending in the hot stones. Indians – the best in all of America basket-makers, a product of the Indian tribe’s help are particularly valuable souvenirs. Significant flourish to this pottery. California Indians treated with a stone, plant fiber, bird feathers, and especially sea shells, which were in California tender.
California Indians are among the Indians of North America that are most affected by the penetration of the white man. Because they lived on the coast or near it, the Europeans learned from other tribes much earlier American West. Formally, California during the colonial era belonged to Spain, but the primary role played by missionaries, first Jesuits, Franciscans and then. The latter is based in California, a number of permanent missions, under which tens of thousands of Indians were living as slaves and work on plantations (Young Man, 1998).
South-western Indians
California borders on state of Arizona, and Arizona – New Mexico. Both of the states are inhabited by the so-called south-western Indians. This area is geographically united live two culturally substantially different Indian groups. The first is primarily Navajo tribe – now the largest, the one hundred thousandth the Indian nation of the United States, living more or less isolated in the largest of today’s Indian reservations. Their neighbors – Apache are Navajo relatives. Already in the XII-th century Athabascan tribes lived in north-western part of the current Canada. Under the pressure of all the new waves of immigrants, they were retreating and were marginalized by several thousand kilometers to the south.
East American Indians
In the time of arrival of the first Europeans, they were, as well as in Canada, mainly the various tribes Algonquian linguistic groups Penobscot, Illinois, Miami, pick-ups other than at the time of the uprising Thecusa, and finally Mohicans.
Algonquian tribes have always played a prominent role in the history of the north-eastern part of the North American continent. Even still Algonquian names of tribes, dozens of cities and even states of the USA have Algonquian names, starting from Manhattan in New York and to the spas – Miami, Florida. From the Algonquian Language the name of Chicago, Mississippi, Missouri, etc is taken.
From Algonquian American tribes east living south of Iroquois, Delaware deserve special attention. Algonquian Delaware were also among the first North American Indian tribes, who, even before the arrival of whites have created their own writing. The letter that was pictorial (Young Man, 1998).
Along with Delaware vital role in post -Columbian history of Algonquian tribes of the eastern part of North America, playing members of the so-called Confederation Pawhathan uniting in the XVI and XVII centuries the Algonquian tribes in today Virginia.
In the struggle against the colonialists distinguished another Algonquian tribe inhabiting that part of the current United States – Shawnee. From the tribe Shawnee went out and celebrated the leader Thecusa probably the most prominent hero of the liberation struggle of North American Indians.
In the south-east, along the coast of the Gulf of Mexico, and in the depths of the continent, mostly in the lower reaches of the Mississippi River, it is possible to find a significant group of Indian tribes, which are sometimes termed as South-East Indians.
These tribes, mostly belonging to Muskogee language group (tribal Creek, Choctaw, and others), met for the first time the French and British, who attended the American southeast. Attention of the first Europeans was attracted not by accident.
Food south-eastern Indians brought from fields, where they grew corn beans, pumpkin, and tobacco. They collected mushrooms and chestnuts, a snail and bird eggs. They lived in large, well-built villages, surrounded by fence. At the heart of the “city” (consisting of several dozen of so-called “long houses”) was the area where the “town hall” and three “administrative building”. This central area, “a sort of Indian “Agora”, played a significant role in the life of “city” of southeastern Indians.
In addition to farming tribes of Muskogee linguistic groups, the first white, appeared in the southeast have found other, differ linguistically tribes, for example Chitimacha in contemporary Louisiana and others can be assumed as the Indians of these tribes, the descendants of the indigenous Indian population of the south – east, which was defeated by Muskogee newcomers.
Next, the largest south-east tribe survived so unfavorable to the Indians the eighteenth and nineteenth centuries. Neither Europeans nor white Americans have managed to destroy it completely. Originally inhabited this teal Virginia, both of Carolina, Georgia, eastern Tennessee and northern Alabama, and belonged to Iroquois linguistic group.
Iroquois group
Iroquois is one of the most important groups of Indian tribes living in eastern North America, but as the Indian team, on the example of a prominent ethnographer, researcher of the largest public building Indians Lewis Henry Morgan showed the history of public relations in primitive society. That is why Iroquois are an example of social organization of North American Indians.
In pre-Columbian era Iroquois lived in a number of current U.S. states – Pennsylvania, Ohio and New York State, around the Great Lakes – Ontario and Erie – and on the banks of the River St. Lawrence. They were sedentary farmers, growing corn, tobacco, beans, pumpkin, sunflower, also engaged in fishing and hunting. Iroquois hunted deer, elk, otters and beavers. From animal skins, they sewed the clothes by themselves. They were familiar with the processing of copper, which was the manufacture of knives. Potter’s wheel was unknown to them, but Iroquois pottery art can be described as developed. Iroquois lived in villages surrounded by garden. Village was a few dozen so-called “long houses”. The household was the basic unit of social organization of Iroquois.
The highest form of social organization was the Union (League) of Iroquois – Iroquois confederation of five tribes: Onondaga, Oneida and Seneca. Each tribe within the confederation was independent. Confederation League led the council from 50 sachem were the representatives of a sort, all the tribes League. There is no supreme, and a hereditary ruler so it did not exist, but there were two equal army. In the Council of the League of all the important questions are addressed on the basis of unanimity (Young Man, 1998).
Each clan has their own name from totem animal (eg, tribe Tuscarora there were eight genera: Gray Wolf, Bear, Big turtle, beaver, Yellow Wolf, Eel, Little Turtle). The eight genera are connected to two phratrie, formed a tribe. And such a scheme of social organization was typical for almost all the Indians of America.
The iroquoises occupied the territory from New York up to northern Pennsylvania, and separate settlements were further to the north, the south and the West, to Great Lakes. They represented an extensive conglomerate of the tribes connected by the general origin.
The iroquoises were strong and numerous people and consequently many from Europeans searched for friendship with them. In 1608 de Shamplen has based one of the first euro-Indian coalitions between the Frenchmen and Hurons. In the end of the same year Shamplen helped in the war with iroquoises to Algonquins, Grisons. For this he has taken from them the promise to help him in studying continent and to protect colonists and dealers who would come after him. Any time the Frenchmen observed the contract with Grisons; therefore they became enemies to the iroquoises, and iroquoises have found allies on behalf of Englishmen (Parker, 1967).
When in 1664 British have beaten off at Dutchs of Albany, they have realized the benefit of the union with iroquoises. The problem of the establishing the friendly relationship with the League was trusted to the colonel G. Cartright. In November, 1687 the protection of a crown has extended already on all Union of five peoples. This contract allowed Englishmen to develop the New England. The Frenchmen stirred to both allies: to British – to keep the colonies, and iroquoises – to distribute the authority above all tribes of the region. The iroquoises were in a condition of war with the Frenchmen since 1608.
Struggle between the Frenchmen and iroquoises has reached the maximum heat in 1689, during the War of King Wilhelm; then Indians did not give the enemy to respite. For the Englishmen, naturally, it played on a hand, they however were pleased not for long: to 1690 the Indians have started to get tired of war. The most far-sighted leaders have understood, that Englishmen and the Frenchmen have remained unique who could compete with them in force. For this reason they have decided to give the whites an opportunity to kill each other. With time Englishmen became more powerful; the iroquoises kept with them the warm relationship (Kelsay, 1984).
A real test of this union on durability became the Seven-year war (French-American Indian) which has burst in 1754 the Frenchmen originally were not only are strong, but also successful, striking exact blows in the weak spots of the enemy. Englishmen have made weight of strategic miscalculations, and in the beginning of 1755 in general seemed, that all for them is already lost. Then general E.Breddoc has suffered a loud defeat, and it became indirect acknowledgement of the superiority of American Indian style of war against British “line”. The tactics of ambushes was magnificent in a wood where habitual to Europeans – a line and columns – could not maneuver fighting orders, and even simply be constructed properly. For Indians the similar methods of guerrilla war were the usual phenomenon. Englishmen not at once have acquired this lesson, but eventually have got used and even have created for conducting “the forest war” the groups of easy infantry (Goldstein, 1969).
The majority of American Indian tribes have acted on the party of France, Englishmen were able to manage their arrangement due to the efforts of the personal friend of the iroquoises – colonel W.Johnson. After the defeat of Breddoc Johnson has headed a small group of iroquoisean soldiers and went together with two thousand civil guardsmen to the Lake George. Among iroquoises there were Hendrick, and Joseph Brant. The fighting which took place on the lake George is very difficult to estimate; Englishmen have reached there the little, however have noted it as a great victory. Johnson has received a title of baronet and a post of the super quartermaster in American Indian affairs in the northern colonies (Brandon, 1987).
Mythology of Indians of North America exists in a tribal structure and its expansion in the education union of tribes, military democracy, in rare cases – in the presence of slavery (the tribes of the north-west coast). It reflects the complex migration process, the sharp contrasts of natural environments, the processes of interaction of nomadic and sedentary, agricultural and hunting tribes, the most important among which are the tribes of Iroquois language family, Algonquian, Muskogee Group, language family Sioux and other prairie tribes, the tribes of Athabascan language family etc.
Mythology of Indians of North America weakly expressed personification of supernatural beings, there is no clear understanding of the hierarchy of gods and spirits. There is a widespread understanding of the four sides of the world, four elements (earth, fire, wind, water), labeled with colors and different objects and phenomena of nature. The combination of the four sides of light is a symbol of completeness and unity of the world; it is closely linked with the idea of cycling of the entire surrounding.
All events are given an invisible magic force, which serves to document not only the spirit or deity, but the world as a whole, as well as any supernatural power. Many tribes allocated to the functions of the supreme deity and creator of the world demiurge anthropomorphic, zoomorphic kind, or faceless.
Mythology of Indians of North America
Mythology of Indians of North America is characterized by the myths about the origin and migration of tribes and the acquisition of miraculous relics and talismans. Algonquians’ migration myth narrates the history of wandering tribe, with its legendary native land lying in the northwest of United States, in the south-east of the continent. In the mythology of Kiowa Indians says that the tribe has soared in this world through the hollow trunk of a tree, and wander from the upper river Yellouston in the south of the steppe zone, in the way of acquiring a wonderful fetish – doll Tai less. The ancestors of Osage Indians, with their mythology, descended to earth from the stars and came to the Mississippi River. A tribal north-west spread myths about the origin and history of noble birth and their leaders, which includes the motivation to migration from overseas, the wars with other tribes of a great acquisition of totem coats of arms (the latter is widely portrayed in the totem pillars, walls, tomb monuments, boats, etc.).
In the myths of the pastoralist tribes (Iroquois, Pueblo, Algonquian) a significant place of deities is occupied by Impersonation of useful plants (“Three Sisters” – maize, beans and pumpkin – Iroquois), as well as many anthropomorphic or faceless invisible spirits as different elements, as well as individual items. For Algonquian characterized by numerous good and evil spirits of nature (lures). Evil draws are like horned water snake, but they can change their appearance. Highlights include Navajo deities as a “senior gods”, terrifying but look beautiful at the same time. “Younger Gods” – it is the spirits of local shrines, canyons, mountains, and individual animals. In myths, Dakota Sioux there are four categories of spirits, embodying the four elements: water, land, wind and fire – each of which has a complex color and spatial associative bond. An important role in myths is occupied by bear (character creator) – almost all the mythology, the snake (a symbol of the earth) and an eagle (symbol of the sun), a tribal bison prairie, dogs, foxes, etc. from the steppes of Indians are considered the founders of military alliances.
European conquest and the resulting decline of Aboriginal culture led to the rise in the number of Indians messianic teachings, prophecies, in which the traditional mythological representations trick connected with some dogma of Christianity. Some of them (for example, “dancing spirits”, “the religion of Dreams”) were short, others are gradually acquired the status of species and distinct religions (pietism – many U.S. tribes, religion wonderful lake – at Iroquois).
Mythological representations of Indians in North America were broadly reflected in the traditional forms of art (folklore, ritual paintings and sculpture, pictography) and the new – contemporary fine art, applied art and literature. Thus, ceramics with complex patterns, reproducing the symbols of fertility (from Pueblo), basketry with mythological pattern (from the Indians of California), weaving blankets (in Navajo). Traditional sculpture of in the XX century becomes the subject of fishing at the Pueblo, and the art of woodcarving (totem poles, bearing houses, masks, etc.) have been successfully revived.
In the traditional form of symbolic paintings related to the ritual, was developed at the Pueblo (the frescoes of the Hopi shrines) and Navajo (multicolored “sand drawings”, followed different practices). Prairie tribes had developed symbolic individual emblems, mascots on the boards, geometric images on buffalo hides, as well as a pictorial calendar chronicles, fertile history of the people. On this basis in the XX century Indians have a tendency to the revival and renewal of traditional forms of paintings, formed a native school of painting at the Pueblo, Navajo, the tribal prairies and north-west.
Indian folklore is quite varied. It includes various mythological traditions, song cycles, elocution. Often, mythological motifs in the form of songs, stories, rhetoric acquired artistic unity in the structure dramatize ceremonies (eg, “Night song” from the Navajo, “mourning rite” from Iroquois, etc.). The trend towards large epic tales recorded in Pueblo tribes, Navajo, Delaware (pictorial chronicle “shafts Olum”), Iroquois. These works are important sources for the study of mythology Indians of North America. Native speaking school has proved itself in the development of the country by Europeans. It reflected in the transformed form of mythology. Modern Indian Literature of the United States develops from the basic concepts and images of popular culture. In the literature, rethought the magic numbers, colors, the notion of a great mystery included mythological characters, motifs and songs. Writers of the United States occasionally treated to the world of mythological images (a poetic treatment of myths in the works Longfello, John F. Cooper novels). Mythologization gives the unique identity of modern Indian literature (N. Scott Momodou, H. Storm) and poetry (J. Walsh, D. Niatum).
Conclusion
Indians are the only native inhabitants of the entire western half of our planet. When in 1492 in the New World the first Europeans appeared this huge continent was not uninhabited.
In Central America and in the Andes at the time of European colonization there was a highly developed artistic culture, the destruction of invaders (Mexico, Guatemala, Honduras, Panama, Colombia, Peru, Bolivia, Aztecs, Incas, Maya).
The Art of the numerous tribes that were at the stage of primitive communal system, has been closely linked to the life and material production, it reflected the observations of hunters, fishermen and farmers, embodied mythological representations and the richness of ornamental fantasies.
Varied types of Indian homes: awnings, screens, dome huts, conical tents (typical Indian Prairie Canada and United States) from the poles, covered with twigs, leaves, mats, hides, etc., clay or stone huts in the mountain regions of South America, community-based housing – wooden houses in the north-western North America; covered bark frame “long home” in the Great Lakes region, the stone home-village (Pueblo) in south-western North America. Woodcarvings, especially rich in the north-west coast of North America (polychromatic totem and grave poles with interplay of real and fantastical images), meets a number of South American tribes.
The study of Indian life and culture helps us to look for new ways to present and future of America. Because it is a very distant past the Indians met with the most remarkable rainbow and the future of the continent.
References
- Brandon William. Indians. Boston: Houghton Mifflin Company, 1987.
- Goldstein Robert A., French-Iroquois Diplomatic and Military Relations 1609-1701. Paris: Mouton, 1969.
- Krickeberg Walter Et Al. Pre-Columbian Religions. Holt, Rinehart, & Winston, New York, 1969
- Kelsay Isabel Thompson, Joseph Brant 1743-1807: Man of Two Worlds. New York: Syracuse University Press, 1984.
- Parker Arthur C., The History of the Seneca Indians. New York: Ira J. Friedman, 1967.
- Trelease Allen W., Indian Affairs in Colonial New York: The Seventeenth Century. New York: Cornell University Press, 1960.
- Young Man Alfred. North American Indian Art: It’s a Question of Integrity. Kamloops Art Gallery, 1998
The No Child Left Behind Policy
The No Child Left behind Policy or NCLB came into being because of ex-president, George W. Bush in 2001. It reauthorized various federal programs that aimed to develop the functioning of the secondary and primary schools in United States by providing the parents with more adaptability of being able to choose the best school their children should attend and increasing the criteria of responsibility of schools, districts and states. NCLB is a modern piece of legislation that ordains the principles of education based on standards and believes that by establishing high values and setting measurable goals the individual outcome of the students will improve. NCLB helps to lessen the achievement gap that exists between the White students and the Blacks and ethnic minorities by federally mandating standardized testing for all. (Mabry, 2008)
NCLB is not a compromise between school choice and educational spending. It simply encourages schools to be more responsible for the students and helps the parents get better institutional choices for the kids. It gives the students opportunity to enroll into an enhanced school if any school fails to meet the standards of Adequate Yearly Progress or AYP. As for the educational spending, it increases the ability of the local and state agencies to use properly the federal education funds and thus, providing adequate resources to the students and schools. After this Act came into effect, the educational federal funds were increased by 59.8 % within 2003 and were used for professional development, research updates, equipments and training educators. (Deno, 2009)
NCLB motivates the teachers to teach the students according to the tests they will be taking. It remedies various problems faced by the teachers, like having to teach subjects that is beyond their knowledge or expertise, but they have to demonstrate understanding of their subject. It helps the school properly arrange and distribute the teaching programs of the educators. It makes it mandatory for all educators to be highly qualified and certified. Their teaching programs are distributed in such a manner so that the minority students are not taught by teachers who are too qualified for them, as this will create an understanding gap between them. (Azin, 2008)
NCLB has definitely been issued in the best interest of the students, parents, teachers, community and the nation as a whole since it is applicable to all the schools and this act also promotes an elevated focus on proper reading thus, reauthorizing the earlier Elementary and Secondary Education Act. It helps to develop the basic skills that are imparted to all the students alike. Through this Act, all of the public schools are required to administrate a test standardized all over the state making it very just. If a school is unable to meet the AYP then the parents can transfer their children to a new school and the institution is provided with special tutoring. (Stichter, 2009)
President Barack Obama should not make any changes to this act. Rather he should appoint someone as Secretary of Education. This because, any problem related to learning of a child is identified right at the kindergarten level in order that the child receives individual training by specially groomed educators. This is done in order that the child can reach the full potential. He also needs to see to it that every child gets their portion of education so that in this economically challenged world children can be honest, productive and a contributing citizen.
References
Azin, Mariam & Miriam G. Resendez; Measuring student progress: Changes and challenges under No Child Left Behind; New Directions for Evaluation; 2008; 117, 71-84; PRES Associates
Deno, Stanley L., Amy L. Reschly, Erica S. Lembke, Deanne Magnusson, Stacy A. Callender, Holly Windram, Nancy Stachel; 2009; Developing a school-wide progress-monitoring system; Psychology in the Schools; 46: 1, 44-55; University of Minnesota; University of Georgia; St. Croix River Education District, Minnesota
Mabry, Linda; Consequences of No Child Left Behind on evaluation purpose, design, and impact; New Directions for Evaluation; 2008: 117, 21-36; Washington State University
Stichter, Janine P., Melissa Stormont, Timothy J. Lewis; 2009; Instructional practices and behavior during reading: A descriptive summary and comparison of practices in title one and non-title elementary schools; Psychology in the Schools; 46: 2, 172-183; Wiley Periodicals, Inc., A Wiley Company; University of Missouri.
The Reverse Logistics In E-Commerce
Outline
This essay describes the reverse logistics in e-commerce. The study deals with how reverse logistic and e-commerce relate and the importance of reverse logistic in the e-commerce sector. It also studies what type of industries will suffer more because of the reverse logistic. Because every industry is producing different kinds of products, reverse logistic strategy will change in accordance with the product produced.
E-commerce and logistics are inter related. The statement tells that: E-commerce is a commercial activity through the internet. Logistics is an integral part of commerce. Likewise when e-commerce takes place logistic happens like all other business activity.
E-commerce is the new version of logistic: Logistic or supply chain management is the link between customer and the business centre. A customer will get his desired item through the logistic activity. When e-commerce came into the business arena, a customer can purchase any item from any distant place. That means logistic happens when button is pressing. When the online shoppers increasing, the majority of the logistic operation will takes place to cater the demand of this online people. Thus we can say that e-commerce will be the new version or it will be the future of logistic or there will be a combined effort.
Reverse logistic strategy can be implemented on the basis of type of the product: or service in which a firm provides. That is reverse logistic will yield benefit only in some cases only. But if a firm is recognizing that there is a possibility of reverse logistic, it will be a value addition to the company. And thus there is risk involved in implementing such strategy, as you pointed out. There is required a lot of background arrangement such as market research about the customer, -whether the complaint of customer is genuine, type of the product, reusability of the product. Etc. should be inquired. And you have to make further arrangement to recover the product such as employment of new personnel, documentation process etc. are additional steps. I.e., one firm cannot enter into reverse logistic service unless and otherwise they had fulfilled all the pre-requisite condition. And if the conditions are fulfilled the customer should informed about new move. Otherwise it will be a risk. Financial risk and customer handling will be such type of risk. Even if they are following either the in house production or outsourcing option, the risk will be the same.
A firm which decided to follow a good reverse logistic strategy, should incorporate it in to the after sale service. Reverse logistic is also an after sales service. If we are neglecting the customer after the purchase takes place, he will also neglect us after his purchase. Thus reverse logistic is not only logistic operation; it is a customer care strategy. A firm which is following a good after sales service, it can easily incorporate the reverse logistic strategy in a well manner. The reverse logistic strategy should not be a stand alone strategy; rather it will be an additional service from the part of the company.
Reverse logistic got attention because of its environment friendly dimension. The world is now focusing on green technology and green business. The rules and regulation will be tougher and tougher when the countries are trying to fulfill the environment norms. Thus in order to be a sustainable corporation, they have to meet the green challenge.
Introduction
E-commerce is booming in recent years with the rapid development of information technology. Even though E-commerce helps to purchase goods and services from a distant place, the purchaser cannot feel the presence of the article. So when the purchaser gets the ordered item, he may be dissatisfied because the item may not be in the level desired by him. It will lead to rejection of the item. Reverse logistic comes in the scene in such a scenario. When a customer rejects the order, the firm will pack up the item from the customer.
Reverse Logistic
According to the Reverse Logistics Executive Council (www.rlec.org), “reverse logistics is the process of moving goods from their typical final destination to another point, for the purpose of capturing value otherwise unavailable, or for the proper disposal of the products.: (Barry 2003).
E-commerce and logistics are related to each other. When e-commerce occurs, logistic will take place while e-commerce is the new version of logistic. Both are growing with the help of e-commerce.
Need for reverse logistic in e-commerce
Laws and Regulations in cyber world: Many countries made it compulsory to have reverse logistic policy in all websites in order to protect the online customers and standardizing the websites. Another aim is the environment protection through recycling of used product.
Customer Retention
With the development of e-commerce, return rate is also at a high rate of 36%. As per some survey, a good reverse logistic strategy will boost the customer retention.
85% of customers say they will stop buying from a retailer if the return process is a hassle (Harris Interactive). 95% of customers say that they will like to shop with a catalogue or internet retailer again if the return process is convenient (Harris Interactive). 40% of shoppers don’t buy online due to return difficulty (Jupiter Research). Customers who have their complaint resolved quickly have a re-purchase intention rate of 82% (McKinsey) (Reverse Logistics within eCommerce 2009). These studies show the importance of return policies in e-commerce. A firm which has a strong return policy can retain its customers for long. Reverse Logistic helps the firm to reduce the cost. Building customer loyalty will be another competitive advantage for them.
Problems in Reverse Logistic
Misunderstanding about Reverse Logistic: Even though reverse logistic plays a vital role in retaining the customers, many firms do not understand its benefit fully. They consider the reverse logistic is unnecessary since it adds to the cost. And thus they consider it as a burden.
High complexity: Since timing of return, quantity etc. are uncertain, the system will need more comprehensive ability. And the system cannot predict the return level, or the condition of recovered item. There may be additional cost for relocating the product in the range of products. They have to formulate new production and operation policies also. The uncertainty will also prevent from using the existing models of the supply chain management.
Lack of experience: Reverse logistic is a newly developed concept. Even though many firms are applying reverse logistic, the ever changing customer behaviour also makes it difficult for the reverse logistic practioners.
Problems Related to product Return: When a product is returned it makes lots of problems for the producer. They are high cost of recycling, surplus item in the warehouse, space management in the warehouse, separate logistic management for returned product, crediting the customer account, cost incurred due to repackaging, rework etc. As per the industry standard, companies have to recover the product within 48 hours and return back their money within 7 days. (Barry2003).
Effect of reverse logistic on industries: The return rate will differ from industry to industry. It will range from 3% to a higher rate of 50%. From several studies it is found that product which has a less consumption age doesn’t have much effect of reverse logistic. Product which is aimed for one time consumption is an example for this. Heavy and complex industries, on the contrary, have more effect of the reverse logistic. Most companies suffer from poor after-sales service. Apart from information technology the other companies are consumer electronics, food and beverage, medical/pharmaceutical, publishing etc. Reverse Logistics is very important in food industry, because returning back food to a supplier, the food becomes waste. “By streamlining reverse logistics procedures, however, companies can increase both customer loyalty and bottom line profitability. Managing inventory more effectively, largely through new applications of technology, is easing the strain that handling returns can have on both warehouse personnel and the environment.” (Return to Sender 2008).
Conclusion
Since customer retention is the best strategy in order to remain in a competitive market, companies now understand the importance of reverse logistics. Reverse logistic is not only recovery of an unused product but it has now become a consumer retention strategy. Beyond that the reverse logistic is now associated with the recycling and reusing concept which is related to the environment protection. The rapid growth of e-commerce and supply chain management helped a lot for the development of this management science. In e-commerce where customers can select the item through a computer screen, it may sometimes create problems in future. Thus it is essential to have a good consumer tracking strategy. Thus the reverse logistic integrates several other departments of the organization.
Bibliography
Barry, Curt 2003, How to Develop a Reverse Logistics Strategy, Catalog Success Magazine, Web.
Reverse Logistics within eCommerce 2009, Buzzle.com, Web.
Return to Sender 2008, ESCM, Web.