Most Trusted Diversity and Inclusion Services Companies in 2023

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From Editor’s Desk

Creating Comprehensive Cultures!

Ifthequestion“whatisthedifferencebetweengoodcompaniesandgreatcompanies?”isasked,

thefirstanswersthatwillpopupwillbeuniqueservices,visionaryleadership,abilityto understandthemarket,etc.Allthesefactorsareoffcourseimportant,however,thereisanother factorthatwealloftentendtoforget.Itisthecompanyculture.

“Culture is like wind. It is invisible, yet its effect can be seen and felt.”-Bryan

Walker

Asthequotesuggests,itisimportantforcompaniestoincorporateahealthyworkculturesothat theemployeesleveragetheirfullpotentialintakingthecompanyforward.Diversityandinclusion aretwoofthemostimportantaspectsofacompany’sculturethatplayavitalroleinattracting, motivating,andretaininggoodemployees.Incorporatingdiversityandinclusionalsohelpsbringall theemployeestogethertoworktowardsacommongoal.

Inourlatestmagazineissue“MostTrustedDiversityandInclusionServicesCompaniesin2023,” wehavefeatureddistinguishedserviceprovidersthatarehelpingbusinessesestablishacultureof diversityandinclusion.Thefeaturedcompaniesarebringingtransformationsinthewaytheirclient businessesworkasateam.

Onthecoverofthemagazine,wehavefeaturedHumanis,aholisticdevelopmentalsolutionshub makingwavesintheconsultingindustry Withover20yearsofexpertiseinpersonaland organizationaltransformation,todayHumanisstandsstrongasaconsultingcompanyoffering“surmesuresolutions”toitsclients.

ItencompassesGreece,Europe,andtheUSAthroughitspartnersInnovationsInternational.Having thevisiontoinspireacultureofincreasedcommitmenttopersonalandbusinesstransformation, HumanisisconstantlytakingeffortstodiscovernewHRtrends.Itcreatesaddedvalueforitsclients byprovidingthebest-in-classsolutions.

Inourspecialprofilesection,wehavefeaturedIcarusConsulting,acompanybringingaboutthe nextevolutionindiversityconsulting.Icarus’missionistohelppeopleandorganizationsby unleashingtheirtruepotential.Todothat,Icarusensuresemployeesateverylevelarevalued, respected,andengaged.

We hope you enjoy reading this issue!

The Enterprise World, High Street North, East Ham, England GB

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This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair. We try to bring a perfect platform for business organization to showcase their valued products/ services.

Leaders in Spotlight

Onthecoverofthemagazine,wehavefeaturedHumanis,aholistic developmentalsolutionshubmakingwavesintheconsultingindustry With over20yearsofexpertiseinpersonalandorganizationaltransformation,today Humanisstandsstrongasaconsultingcompanyoffering“sur-mesure solutions”toitsclients.

ItencompassesGreece,Europe,andtheUSAthroughitspartnersInnovations International.Havingthevisiontoinspireacultureofincreasedcommitment topersonalandbusinesstransformation,Humanisisconstantlytakingefforts todiscovernewHRtrends.Itcreatesaddedvalueforitsclientsbyproviding thebest-in-classsolutions.

Bythevirtueofthis,Humanishaswonvariousaccoladesovertheyears.The companyhasbeenawardedasatop10D&IsolutionsproviderinEurope for2022.WithitspartnersInnovationsInternational,itistheexpertinhelping companiesdesigntheirRoadmaptoDiversity&InclusionandHigh Performance,in3majorsteps,inaperiodof12to18months.

Inourspecialprofilesection,wehavefeaturedIcarusConsulting,acompany bringingaboutthenextevolutionindiversityconsulting.Icarus’missionisto helppeopleandorganizationsbyunleashingtheirtruepotential.Todothat, Icarusensuresemployeesateverylevelarevalued,respected,andengaged.

Itdoesthisbyhelpingcompaniesdevelopstrategiesthatattract,develop,and retainhighlyskilledtalentfromemergingdiverseworkforces,alongwith helpingthecompaniesenhancetheircurrentemployees’skills,engagement, andknowledge.Icarus’expertshelpcompaniescreateaworkplacewherethe employeesnolongerfeelpressuredtodownplaytheiridentitiestothriveand contributetofuellingtheorganization’sbottom-linegrowth.

12. HUMANIS

22.

AMSTERDAM - VENICE OF THE NORTH

32. ICARUS CONSULTING

42. MICROSOFT

50. how addictive are video games?

HUMAN

MARY BITOUNI

“We help people and companies grow.”

Humanis,theholistic developmentalsolutionshub ismakingwavesinthe consultingindustry TheEnterprise Worldisproudtointroduceittothe MostTrustedDiversityandInclusion ServicesCompaniesin2022.

ThestoryofHumanisbeginsaround 22yearsago,withabeliefthat companiescanaccelerateperformance onlywhenpeoplespeakthesame languageofgrowth.

Abusinessthatisfoundedontheidea ofcareandtogethernessismorelikely tobesuccessfulbecauseitfostersa senseofcommunityandbelonging amongitsemployeesandcustomers. Whenpeoplefeelconnectedtoa businessanditsmission,theyaremore likelytobeinvestedinitssuccessand goaboveandbeyondtocontributeto itsgrowth.

Thiscanleadtoincreasedproductivity, loyalty,andcustomersatisfaction,all ofwhicharecrucialtothesuccessof anybusiness.Additionally,abusiness thatpromotestogethernessislikelyto attracttoptalentandretainits employees,aspeoplearenaturally drawntoorganizationsthatvalue inclusivityandcollaboration.

Bycreatingacultureofgrowth, Humanishasnotonlyachievedits goalsbutalso,hasmadeapositive impactontheworldaroundit.Through itscaringconsultingandtraining methodologies,innovativethinking, andbusinesssubjectexperts,the companyhasexpandeditsbusiness horizons,providingclientswith holisticdevelopmentalsolutions,and addingvaluetoorganizationsofall sizes.

Withover20yearsofexpertisein personalandorganizational transformation,todayHumanisstands strongasaconsultingcompany

offering"sur-mesuresolutions"toits clients.ItencompassesGreece, Europe,andtheUSAthroughits partnersInnovationsInternational.

Havingthevisiontoinspireaculture ofincreasedcommitmenttopersonal andbusinesstransformation,Humanis isconstantlytakingeffortstodiscover newHRtrends.Itcreatesaddedvalue foritsclientsbyprovidingthebest-inclasssolutions.

Bythevirtueofthis,Humanishaswon variousaccoladesovertheyears.The companyhasbeenawardedasatop10 D&IsolutionsproviderinEuropefor 2022.WithitspartnersInnovations International,itistheexpertinhelping companiesdesigntheirRoadmapto Diversity&InclusionandHigh Performance,in3majorsteps,ina periodof12to18months.

TheWomanBehindTheCurtain

MaryBitouni

ManagingDirector&Business VisionLeader

MaryBitouniisafearlessleader havingastaunchentrepreneurial personality.Herstoryisgroundedin servicetoothers,avisionforagreater futurewithatenacitytogetthejob done.Thestrengthslieinbreaking downwalls,reframingtheissuefor freshthinking,andbringingpeople togethertocreatelong-lasting solutions.

Maryhadanopportunitytostarther careeratProcterandGamble,where peopleweretrainedsystematicallyand intensivelyinvarioustopics.Asa resultofthis,communication, collaboration,andsuccesswereeasyto achieve.Thiswasinadditiontothe greatexperienceandengagementthat peoplefelt.

“Thiswasmydream:tocreatea

"vehicle"wherelearningwouldbean experienceforparticipantsandan investmentwithmaximumreturnfor companies.”Marysays

Asanentrepreneur,itisessentialfor Marytohaveaclearandcompelling visionforherbusiness.Thisvisionis notonlyambitiousandforwardthinkingbutalsogroundedinadeep understandingofthetargetmarket andtheneedsoftheclientof Humanis.

Tobringthisvisiontolife,Mary engagedandmotivatedateamof peoplewhoshareherpassionand commitment.Thismeansnotonly hiringtherightpeoplebutalso servingasamentorandaleader,who caninspireandguidetheteam towardssuccess.

Atthesametime,inheropinion,itis importanttobeflexibleandadaptable intheoperationalmodel.She understoodquiteearlyinhercareer thatnobusinessexistsinavacuum andshemustbeabletorespondto changingmarketconditions,customer demands,andotherexternalfactors.

Bystayingtruetohervision, engagingandempoweringherpeople, andmaintainingaflexibleoperational model,Marysetherbusinessonthe pathtosuccess.

Thekeyachievementsofher entrepreneurialjourneyliein choosingtherightpeopleandpartners whoarenecessaryandmostsuitable andcapableatanygiventime. Anotherisbuildingastrongand effectiveteam.

Maryadds,“Thisinvolvesselecting individualswhohavetheskills, experience,andpersonalitytofitwell withthecompany'scultureandgoals. Italsoinvolveschoosingstrategic partnerswhocanprovidevaluable resources,expertise,oraccesstonew

markets.”

GettingtoknowMaryBitouni

Marybeingabibliophile,hasmany preferredbooksonherbookshelf. DalaiLama–TheworldofHappiness, however,standsoutforher.Happiness isstronglyconnectedtoahealthyand sustainableenvironmentandGreta Thunbergisanotherpersonalitythat Maryadmires.MaryseesGretaasan inspirationtomanypeople,particularly youngpeople,becauseofhercourage, determination,andcommitmentto makingapositivedifferenceinthe world.Thisiswhatanyonewould expectfromtheyoungergeneration andraiseshopeforwhatistocome.

Thequote–Theactofcreationis simultaneouslytheactofdestruction,

byPabloPicasso–speakstoMary abouttheideathatinordertomove forwardandgrow,wemustbe willingtoletgooftheoldand embracethenew Thisisespecially trueintheworldofbusiness,where constantchangeandinnovationare keytosuccess.

Marysays,“Competitioncanbe fierce,andit'seasytofeel overwhelmed.youhavetocopewith empathyandacceptance.Surround yourselfwithpositivepeople,and remindyourselfofyoursuccesses andthevalueyoubringtoyour employeesandyourcustomers.”

Asanentrepreneur,itisessentialfor Marytoadoptamindsetofconstant vigilanceandbewillingtotake calculatedrisksinordertodrive

Despite the challenges, it's important to keep a positive outlook.”

growthandexpansion.Thismeans stayingattunedtomarkettrends, customerneeds,andnewtechnologies, andbeingwillingtopivotormake toughdecisionswhennecessary

RoadblocksAlongTheWay

Withinthebusinessworld,eachsector hasitsownrequirementsand challenges.Someoftheissues drasticallyaffectbusinessesand organizationsacrossarangeof industriesandsectors.

Everybusinessstrivestomaintainthe qualityofitscustomerrelationships, thevibrancyofitsbrands,andthe satisfactionofitsworkforce.A companythatissuccessfulovercomes obstaclestosetitselfapartfromits competitors.

Similarchallengeswerefacedby Humanis,especiallybeingastart-up.At thetime,Greekcompaniesdidnothave HRdepartments,andtheself-made ownersormanagersstronglychallenged thevalueoftraininganddevelopmentfor theiremployees.Theybelievedthatthe onlyrecipetosuccesswasindividual hardwork.

Ontheotherhand,multinational companieswithbranchesinGreecewere alreadyfamiliarwithtraining, development,andgrowth,andthey requestedtoolsandmethodstoadapt alreadyestablisheddevelopmentprojects totheuniquecircumstancesoftheGreek market.

AsasmallGreekcompanystartingout, Humanishadtocompetewith multinationalinstitutionsfromtheoutset.

DriversOfGrowth

AtthebeginningofHumanis,the companywasabletotakeadvantageof itsabilitytoprovidecustomized solutionsforbothitsGreekand multinationalcustomers.Thishelped theclientsrecognizeHumanisforits customizationexpertise.

Thesecondmilestonethatcontributed tothegrowthwaswhenthecompany decidedtopartnerwithDr.William GuilloryandInnovationsInternational ofSaltLake,expandingtheportfolio ofsolutionsbyleveragingtheexpertise ofexperts.

ThepandemicpresentedHumaniswith auniqueopportunityforgrowth.With everythingatastandstill,itcanbea challengingtimeforbusinesses.

However,itisalsoanopportunityto reflectonthecurrentstateofaffairs andassesswhatneedstobedoneto moveforward.

Withcontemplationandacute evaluation,Humanishadachangein mindset.Thisledthecompanytoshift itsfocustolearningsolutionsthat addressedcognitivechange.Mary says,“Leadersneededtochangetheir mindsetandthinkaboutwhatwill keeptheirteamsresilient,motivated, engaged,andperformingattheirbest. Theoldschooloftraininginvolved givingpeoplea“pilltocurethe disease”,butnowwetreatthe“cause ofthedisease”byworkingwith leaderstodeveloptheircognitive skillsandundergopersonal transformationthemselves.”

Inparallelwiththemindsetshift, Humanischangeditsoperating model.Itintroducedadifferentand flexibleoperatingmodeltobetter servetheclientsandstaycompetitive inthemarket.

Thismodelinvolvesadiverseteamof internalandexternalhighlyskilled andexperiencedprofessionalsallover theworld,whocanadapttothe changingneedsofthecompanyand itsclientsandcanfocuson continuouslearninganddevelopment. Theyareencouragedtostayupto dateonthelatesttrendsandbest practicesinthefieldandareprovided withongoingtrainingandsupportto helpthemgrowandimproveintheir roles.

SuccessSpeaks

Thereasonbehindthecompany's long-standingsuccessissimple–becomingapartoftheorganizations ofitsclients.

Doingso,Humaniscanprovidemore comprehensiveandpersonalized servicesandhelpthemachievetheir

goalsmoreeffectively.Thisapproach requiresastrongrelationshipoftrust andcollaborationandHumanisisa clearrepresentationofit.

Anotherreasonforthecompanytobe agreatsuccessisitfocusesonresearch forthelatesttrendsinHR;involves stayingup-to-dateonthelatest developmentsandbestpracticesinthe fieldofhumanresources.Thecompany providesitsclientswithvaluable insightsandrecommendationsfor improvingHRpracticesandachieving theirbusinessobjectives.

TeamForTheWin

Avariedteamofdependable, resourceful,andknowledgeable individualsworkatHumanis.Asa result,theteamhasbecomemore cohesiveandtrusting,andeveryoneis betterabletoadjusttochangeand carryonwiththeirworkevenunder challengingorstressfulcircumstances. Additionallyimportanttofostering involvementinsidetheorganization, transparencyhasemergedasadefining characteristic.

Maryadds,“Itisadiverseteamof expertsinage,gender,background, andbeliefsallovertheworldwith20 differentspecialties.Havingsucha teamofexpertscanbringarangeof perspectives,experiences,andskillsto thetable,whichcanbebeneficialfor problem-solving,decision-making,and creativity,therefore,bringingvalueto ourcustomers.”

SettingItApart

WithDiversityandinclusionasthe centraltoaleadershipmindset, Humanisissettingitselfapartinthe industry.Leading-edgetopicsthat focusonsolutionsthatcauseashiftin mindsetareattheapexoftheefforts.

Resilience,creativity,influence,and autonomyarethecatalyst.Asaresult,

thecompanyhasdeveloped customizedlearningpathsforleaders andleadershipacademiesfor organizations.Movingahead,Humanis wantstostaytunedandupdatedon newtrends,tools,methodologies,and partners.

Maryfurtheradds,“Bystayingup-todateonthelatesttrendsand developmentsinHR,wecanbetter understandwhatcustomersarelooking forandhowtomeettheirneeds.Also, newtechnologiescanhelpstreamline HRprocesses,improveefficiency,and providebetterdatafordecisionmaking.Weengagewithstakeholders regularlyandactivelyseekfeedback thatcanhelpusidentifyopportunities forimprovementandstayattunedto changingneedsandpreferences. Finally,collaboratingwithother partnerscanhelpusaccessnew markets,shareresources,andbring newexpertiseandperspectivestoour work.”

“It is a time of celebration for us when our clients are awarded in areas where we added value to their people.”

T A S E M Venice of the North

E D M R A

Amsterdam-Veniceofthe

North

Amsterdamiscountedasoneofthe mostbeautifulcitiesinthe Netherlands.Thecanalsystemof Amsterdammakesitanevenmore beautifulcitytovisitonceinalifetime. Amsterdamwasfoundattheaperture oftheriverAmstelanddammedwith themotivetoavoidflooding.The metropolisisacenterandmain attractionformanytouristsasthe metropolishasmanynaturalelements tovisit.

Thearchitectureandstructureofthe metropolisaddsontothebeautyand gloryofthecity.Manyofthe architecturalelementscanbeseenand exploredthroughthestreetsof Amsterdam.Amsterdam,whichisin

theDutchprovinceofNorthHolland, issometimesreferredtoasthe"Venice oftheNorth"becauseofthecity's extensivenetworkofcanals,whichis nowaUNESCOWorldHeritageSite.

Thisblogexplorestheuniquenessand beautyofAmsterdamwithitsdifferent shadesfromitsdayandnightlife.Also focusesonthestructuralandcityscape oftheMetropolis.Let'stakearideat TheVeniceofNorth;Amsterdam.

LandscapeoftheMetropolis

Amsterdamisfoundintheprovinceof NorthHollandinthewestern Netherlands;however,Haarlemserves astheprovince'scapital,not Amsterdam.TheriverAmstelcomesto anendinthecity'scenterandconnects tonumerouscanalsthatleadtotheIJ

intheend.Nearly2metersbelowsea levelisAmsterdam.Sincethe surroundingterrainismadeupof substantialpolders,itisflat.

DuetoitscloseproximitytotheNorth Seaonthewest,Amsterdamhasan oceanicclimatewithpredominantly westerlywinds.Themajorityofthe provinceofNorthHolland,including Amsterdam,islocatedinUSDA HardinessZone8b.Wheneasterlyor northeasterlywindsfromtheinterior Europeancontinentblow,frostsmostly develop.

Thesummersaregenerallywarmwith afewhot,muggydaysandsporadic monthlyrain.Amsterdamislocatedin AHSHeatZone2becausetheaverage dailyhighinAugustis22.1°C,while temperaturesof30°Corhigherare

onlyrecordedonaverageon2.5days. Thetemperatureextremesarebetween 19.7°Cand36.3°C.Onaverage,133 daysayearhavemorethan1mmof precipitation.838mmofprecipitation fallsannuallyonaveragein Amsterdam.

JourneyofAmsterdam

Amsterdamwasfoundedlaterthan otherurbancentersintheLow Countriesduetoitsgeographic locationinwhatwasoncewetland. Farmersbegantosettleinandaround theregionthatwouldlaterbecome Amsterdamasearlyasthreethousand yearsago.Theywerelocatedupstream ofthetributaryAmsteloftheancientIJ river TheAllSaintsFloodof1170was asignificantturningpointinthe evolutionoftheAmstelrivermouth. TheshallowriverIJquickly transformedintoabroadestuary, providingtheAmstelwithanopen accesstotheZuiderzee,IJssel,and othernearbyrivers.Asaresult,the Amstel'swaterflowbecamemore activeandthedrainageofexcesswater improved.ThedownstreamAmstel mouthattractedapermanent populationduetoitsdryerbanks.

Inthemiddleagesofapproximately fromthe14thcentury,Amsterdamwas grantedseveralcityrightsand flourishedwithlargetraderelations withothercountries.Inthe17th century,themetropolisexperiencedits goldenageofalltimes.Theperiodin whichAmsterdamwascountedasthe wealthiestmetropolisinthewestern world.Theshipssailedfromdifferent locationsandDutchcompany'sboth eastandwestwereestablishedmaking themetropolisaDutchcolony.Inthe late18thandearly19thcenturies, Amsterdamexperiencedadecreasein itseconomy.Thecitysuffereddamages asaresultofthewarstheDutch RepublicfoughtwithFranceand

England.DuetoHolland'sincorporation intotheFrenchEmpire,Amsterdam's importancedeclinedtoitslowestpoint duringtheNapoleonicWars.Buta turningpointcamewiththecreationof theUnitedKingdomoftheNetherlands in1815.

Thedeclineofthe19thcenturyiswhat issaidtobethesecondgoldeneraofthe metropolis.Manynewstructural changeswerebroughttothecity makingitmoremesmerizingthrough theaspectsofarchitecture.Duringthe sametimeindustrialrevolutiontook placeinthemetropolisincreasingits efficiencyforindustriesand employment.Thecitycenterof Amsterdamhasdrawnalotofvisitors inthetwenty-firstcentury:between 2012and2015,thenumberoftravelers increasedfrom10to17million annually Thecenterofthecityhas becomeexpensiveforthecitizensdue torisingrealestatepricesandthe displacementoflocalbusinessesby touristattractions.Thesechangeshave drawnanalogiestoVenice,acitythatis allegedlybeingoverrunbytourists.

Ÿ RemainsfromtheNeolithicand Romanartifactswerefoundfrom someareasofthemetropolis.

Ÿ Theallsaintsfloodfrom1170 broughtmanychangesintheareaof Amstelrivermouth.

Ÿ Amsterdamgotitscityrightsand flourisheditstradingsegment.

Ÿ Fromthe17thcenturyAmsterdam experiencedwealthandpoweruntil the19thcentury.

Ÿ Theearly19thcenturyindustrial revolutiontouchedthebordersof Amsterdamandthenewerabegan.

Amsterdamanditsevergreen heritage

AftertheSecondWorldWar,avariety ofethnicitiesandreligionsmovedinto Amsterdam.Oneofthemostdiverse

populationsofanycityintheworld, Amsterdamishometo180different nationalities.Inthecityproper,around 50%ofthepopulationisofimmigrant origin,and88%ofpeopleareDutch nationals.Manyimmigrantshave profitedfromthevastandfreeDutch languageclassesthatAmsterdamhas offeredasoneoftheDutch municipalities.

DuetotheimmigrationAmsterdam experiencedavarietyofcultureandthe giveandtakeofseveraltraditionsand heritagetookplaceinthemetropolis. Variouseventstookplaceinthe16th and17thcenturyinthemetropolis makingitevenmoreprosperousinthe aspectsofculture.TheSchouwburg, Amsterdam'sfirsttheater,was constructedin1637andopenedon January3,1638.TheBalletoftheFive Sensesperformedthefirstballet performancesintheNetherlandsat Schouwburgin1642.TheHollandse OperawasbuiltinAmsterdamin1888 withtheaimofpromotingDutchOpera. Withseveralauditoriumsandtheaters museumswerealsobuiltwithintheera.

Ÿ Architecture

Amsterdamhasalonghistoryof architecture.TheOudeKerkwhich meansOldChurchinEnglish,locatedin theWallen,wasdedicatedin1306, makingittheoldeststructurein Amsterdam.HetHoutenHuysatthe Begijnhofistheoldestwoodenstructure inexistence.Oneofjusttworemaining woodenstructures,itwasbuiltaround 1425.OneofthefewGothicbuildings inAmsterdam,itisalso.TheMoriaan, erectedins-Hertogenbosch,istheoldest stonestructureintheNetherlands.

Allarchitecturaldesignsfrombeforethe turnofthe20thcenturyareconcentrated intheoldcitycenter.Althoughthereare someimpressiveinstancesofthese architecturalformsinthecitycenter,

JugendstilandGeorgianareprimarily foundinthesuburbsestablishedinthe early20thcentury.Themajorityof historicstructuresinthecity'scoreand itsenvironsareresidences,likethe well-knownmerchants'homesthatline thecanals.ThecanalsofAmsterdam havebeeninserviceforthesecurity purpose,watermanagementand transportofthemetropolis.Therewere nomasonrysuperstructuresotherthan gatesatthetransitpoints;the fortificationsconsistedofanearthen moatanddikes.Thecanalsystemin Amsterdamistheoutcomeof thoughtfulcityplanning.

Ÿ Music

Amsterdamhastheworld'sbest Symphonyorchestra.Manysongsthat arenostalgicandadoringof Amsterdammaybefoundinthecity's musicalheritage.Aconcertvenue calledAFASLive,formerlyknownas theHeinekenMusicHall,issituated closetotheJohanCruyffArena.Its

primaryfunctionistoactasastage forpopperformanceswithlarge audiences.Therehavebeenmany notableoverseasperformancesby artists.NeartheLeidsepleinaretwo otherwell-knownlocations:Paradiso andtheMelkweg.Bothputalotof emphasisondiverseprogramming thatincludeseverythingfromhiphop toR&Btoindiemusic.

Ÿ Festivals

TheKoningsdagi.e.King'sDay-Day Queen'scelebration,theHolland FestivalforthePerformingArts,the annualPrinsengrachtconcerti.e. classicalconcertonthePrinsencanal, theStilleOmgangasilentRoman Catholiceveningprocessionheld everyMarch,AmsterdamGayPride, TheCannabisCup,andtheUitmarkt arejustafewofthefamousfestivals andeventsthattakeplacein Amsterdam.Hundredsofthousands ofpeopleflocktoAmsterdamto celebratealongsidethelocalson

Koningsdag,whichisobservedon April27eachyear.

TasteofAmsterdam

Duetotheglitchofvariouscultures underonecitythetasteofAmsterdam wasgiventhetouchofvariousdishes differentfromthebasiccuisine.The immigrationandDutchculturecanbe seeninthecuisineofthemetropolis. Variousdishesarerenownedin Amsterdambutfewofthemholdthe heartoftourists.Thecookingcustoms andtraditionsoftheNetherlandsare thefoundationofDutchcuisine.Its locationintheproductiveNorthSea riverdeltaoftheEuropeanPlain, whichgaverisetofishing,farming, andtradingoverthesea,aswellasits pastcolonialempireandthespice trade,hasinfluencedthecountry's cuisine.

Duetoacultureofthriftiness,Dutch foodisfrequentlyperceivedasbeing bland.Dutchcuisinechangedinthe late19thandearly20thcenturiesfrom

beingaestheticallypleasingtobeing economicalandfilling,withlotsof vegetablesandlittlemeat.Breakfastand luncharetypicallybreadwithcheese toppings,whiledinneristypicallymeat andpotatoeswithseasonalvegetables added.Amongallofthecuisineand differentdishesBest5dishesarelisted below.

Ÿ Bitterballen

Bitterballen,whicharefriedmeatballs, areapopularsnackattavernsallacross thecity.EatingBitterballenisnearlya necessitywhenvisitingtheDAM becausemosttouristsvisitatleastone barinAmsterdam.

Ÿ Pancakes

TheDutchpancakesknownas Pannekoekenareflat,savory,andfillthe plate,unliketheirpuffyAmerican relatives.Thestarchybaseof Pannekoekenisfrequentlytoppedwith curedmeatorsmokedsalmon,anditis

eatenthroughoutthedaybylocals.

Ÿ Stroopwafels

Byfillingtwodelicatewaferswith sweetStroop,thesamecaramel-like syrupthatcomplements pannekoeken,stroopwafelselevate thecookieconcept.Stroopwafelsare bestenjoyedfreshoffthegriddle; theywereinitiallycreatedinGouda butwereperfectedinAmsterdam.

Ÿ Stamppot

Stamppotisabasicallyfusionof smashedvegetablesandpotatoes withamixtureofbutterinit increasingitsflavor Traditional ingredientsaddedbyDutchcooks includekaleorswisschard;more recentversionsalsocontainother greens,suchastarragon.

Ÿ Rijsttafel(RiceTable)

Rijsttafel,atruericefeastthat

coversthespectrumofIndonesian cuisine,hasahistorythatstretches backtothe17thcentury,whenthe DutchconqueredIndonesia.A Rijsttafellunchconsistsofavibrant processionofsmallplatesthatfillthe tablefirstandthestomachsecond.In actuality,"ricetable"iswhatthe Dutchword"rijsttafel"means.

Travelingthroughthestreetsof Amsterdam

Exploringthemetropolisisasoothing experienceitself.Amsterdamis renownedforitstourismalloverthe globe.Accordingtotherecords Amsterdamreceivesmorethan5.34 millioninternationalvisitorsannually, Thisdoesnotincludethe16million dayvisitorswhocometothecityeach year.Seventy-fourpercentofvisitors arefromEurope.With14%ofthe total,Americansmakeupthelargest contingentofnon-Europeanvisitors. Amsterdamownsseveralplacesto visitonceinalifetimeandisalso

recognisedbytheUNESCOasWorld HeritageSites.Thenumberofmuseums arebasicattractionsfortourists.The metropolisownsmanymuseumsbut someofthemaremorerenownedfor theirartpieces.

Ÿ Museums

ThecityofAmsterdamishometo numerousrenownedmuseums.Without seeingtheRijksmuseum,VanGogh Museum,orStedelijkMuseum,no vacationtothecityiscomplete,butthe cityalsoboastsawealthofgems outsideoftheMuseumDistrict.

Rijkdmuseumthenationalmuseumof theNetherlands,theRijksmuseum,is locatedinAmsterdamandisdevotedto Dutchartandhistory Themuseumis situatedintheAmsterdamSouth neighborhood'sMuseumSquare,nextto theConcertgebouw,StedelijkMuseum Amsterdam,andVanGoghMuseum.

Ÿ Nightlife

TheNightlifeinAmsterdamis renownedforbeingexcitingandvaried. Therearenumerouscoffeeshopsinthe metropolis.AtraditionalBrownCafeis famousamongstthetouristsaswellas thecitizensinthemetropolisasthey servesomeuniquebeveragesincluding beerandwinewithacozyandvintage ambience.Insummersmanycafesare openwithterraceswithchilled beverageswhichaddsglorytothenight andgentlebreeze.

Oneofthetopjazzclubsintheworldis Bimhuis,whichisclosetoCentral Stationandhasadiverselineupthat featuresthebestinthebusiness.The mainstreetfortheLGBTcommunity andnightlifeisthe Reguliersdwarsstraat.

Ÿ RoyalPalaceofAmsterdam

Ÿ Itisoneofthetoptouristdestinations

inAmsterdamandislocatedinthe DamSquare.Itwasonceatownhall butisnowownedbythestateand utilizedbythefamilyforRoyal OfficialDutchevents.Visitorswho enjoyviewingthecitizenshallatone ofthetopAmsterdamsightscanvisit thepalaceallyearlong.

Ÿ CanalBelt

In2011,UNESCOaddedtheCanal BelttoitslistofWorldHeritageSites. Withitsbuildingsandcharmingcafes, itisoneofthemostpicturesqueareas inthecity.Withoutvisitingthecanals andlearningalittlebitmoreabout them,novacationtoAmsterdamis complete.Eitheronfootorfromthe boat,youcanopttoexplore Amsterdam'scanals.

AcademicandSportsbackgroundof Amsterdam

Academics

Amsterdamcomprisesmainlytwo importantuniversitiesnamely,The UniversityofAmsterdamandTheVrije UniversityAmsterdam.The InternationalInstituteofSocialHistory inAmsterdamisoneofthebiggest archivalandresearchcentersforsocial history,particularlythehistoryofthe labormovement.Oneoftheoldest botanicalgardensintheworld, Amsterdam'sHortusBotanicuswas establishedintheearly17thcentury andishometomanyrareandancient specimens,includingthecoffeeplant thatgaverisetotheentirecoffee cultureinCentralandSouthAmerica.

TheVossiusGymnasium,Barlaeus Gymnasium,St.IgnatiusGymnasium, Het4eGymnasium,andCygnus Gymnasiumarefiveindependent grammarschools,whereaclassical curriculumcomprisingLatinand classicalGreekistaught.Thecityis

hometoanumberofinstitutions,most ofwhichareopentointernational students.Theseuniversitiescover everythingfrompoliticsand economicstoartanddesign.

TheBritishSchoolofAmsterdam, AlbertEinsteinInternationalSchoolof Amsterdam,LycéeVincentvanGogh LaHaye-Amsterdamprimarycampus, InternationalSchoolofAmsterdam, andJapaneseSchoolofAmsterdamare amongtheforeignstudents' educationaloptionsinAmsterdam.

Sports

AFCAjaxplaysintheEredivisieand isbasedinAmsterdam.Ajaxisbased intheJohanCruyffArenastadium.Itis situatednearthebrand-new AmsterdamBijlmerArenArailway stationinthecity'ssoutheast.Ajax playedtheirhomegamesinthe OlympicStadiumorthenowdemolishedDeMeerStadioninthe easternpartofthecitybefore relocatingtotheircurrentvenuein 1996.AmsterdamheldtheSummer Olympicsin1928.

AlongwiththeAmsterdamMarathon, thecityhoststhe16kmDamtoDam RunbetweenAmsterdamand Zaandam.TheJaapEdenicerinkis hometotheAmstelTijgershockey team.Thegroupplaysinthetop divisionofDutchicehockey The400meterlaneofthisicerinkhashosted speedskatingcompetitions.

TheAmsterdamCrusadersandthe AmsterdamPanthersaretwoAmerican footballteamswhoplayinAmsterdam. Thebaseballteamknownasthe AmsterdamPiratesplaysintheDutch MajorLeague.Threefieldhockey teams,Amsterdam,Pinoké,and Hurley,competeintheirgamesnear theWagenerStadiuminAmstelveen,a nearbycity

C O N S U L T I N G

The Next Evolution in Diversity Consulting

Dr. Shelton J. Goode President & CEO

Intoday'sworld,diversityandinclusionisanessential

partofanyworkplace.Havingpeoplefromdifferent culturesandbackgroundsmakesforamorecreative andinnovativeworkplace.Thechancesofadiverse companyoutshiningitscompetitionhavegrown significantlyoverthelastfewyears.

Therearenumerousbenefitsadiverse&inclusivecompany getsoveritspeers.

Diverseandinclusivecompaniesaretrustedmorebytheir employees,andcustomers,communities.

CompaniesgetHigherRevenueGrowth.

Employeeshavemorewillingnesstoinnovate.

FeaturingforTheEnterpriseWorld'sthisissueofMost TrustedDiversityandInclusionCompaniesisIcarus Consulting,LLC,acompanybringingaboutthenext evolutionindiversityconsulting.

TheCompany:

Icarus'missionistohelppeopleandorganizationsby unleashingtheirtruepotential.Todothat,Icarusensures employeesateverylevelarevalued,respected,and engaged.Theydothisbyhelpingcompaniesdevelop strategiesthatattract,develop,andretainhighlyskilled talentfromemergingdiverseworkforces,alongwith helpingthecompaniesenhancetheircurrentemployees' skills,engagement,andknowledge.Icarus'expertshelp companiescreateaworkplacewheretheemployeesno longerfeelpressuredtodownplaytheiridentitiestothrive andcontributetofuellingtheorganization'sbottom-line growth.

Thefirm'suniqueadvisoryhelpsitsclientstoovercome theirtougheststrategicchallengesbyclarifyingstrategic choices,improvingorganizationalculture,creatingmore inclusiveworkenvironments,recognizingoverlooked talent,strengtheningleadership,guidingorganizational culturedevelopment,andnavigatingchange.

Theyhaveanextensiveportfolioofdelightedcustomers rangingfromFortune1000companiestogovernment agenciestonon-profits.

TheFounder&CEO,Dr.SheltonGoode,isoneofthetop expertsindiversity,equity,andinclusion.Forbes recognizedhimasoneoftheTop10D&ITrailblazersinthe

country.Heisoftenquotedinnumerousjournalsand magazinesexpressinghisthoughtsonnext-generation diversityandinclusionpractices.

AtIcarus,consultantsaddressreal-worldissues,notjust theories,andapplybattle-testedtechniquesandtools.In thisway,theirclientshaveastrategicbusinesspartnerthat helpsthecompany takeimportantstepstocreateadiverse andinclusiveorganization.

WhatMakesIcarusUnique:

IcarusConsultingspecializesinhelpingcompaniesbecome morediverse,equitable,andinclusive.Thefirmensuresthat itsclientsunderstandwheretheystandintheirDEIjourney andthegapbetweenwheretheyareandwheretheywantto be.WhatmakesIcarusuniqueistheabilitytohelpclients recruitdiversetalentwhileretainingtheirtopperformers, helpingthembesuccessfulandprofitable.Icarusbelieve thatifacompanyissuccessful,everybodyassociatedwith itwillbenefitfromit,beitemployees, customers,vendors, orshareholders.

OvercomingtheChallenges-

OneofthetoughestchallengesIcarushasfacedishelping companiesdealwithmultiplecrisesimpactingemployee engagement.Thefirmhasfocusedonhelpingcompany leadersunderstandtheimportanceofaskingthemselvesthe "toughquestions"abouttheorganization'sdiversityand inclusionperformance,commitment,andinvolvement. Icarus'goalwastohelpleadersdevelopleadershipskills andbehaviorsneededtocreatealignmentandagreementto advancethecompany'seffortsregardingdiversityand inclusionbyfosteringopenandcandiddialogue.

“We help clients improve and accelerate their organizational performance."

TriggerPointofGrowth:

Before2020,manypeoplethoughtdiversity,inclusion,and equitywerejustbuzzwords.Butthosedaysareover.In June2020,businessesacrosstheglobegotarevelation. Oneofthebiggestlessonslearnedsincethesummerof 2020isthatworkplacesneedtoreflectonthechasm betweentheirDEIIntentionandreality.

Businessleadersineveryindustryhavebeenre-evaluating theirDEIstrategyandre-assessingworkplaceculturein thewakeofunprecedentedglobalshifts.

Asglobalunrestoversocialjusticeandracialequality continuetorise,corporateleadersscrambletodemonstrate theirpledgesandpromisetopromotemoreinclusive environmentsbyhiringDEIpractitionersandanti-racism educators.

“Whether working with a small nonprot or a big enterprise, we have the same mission-Helping organizations develop and sustain a diverse, equitable, and inclusive workplace."

TheManyAccoladesofIcarus'Journey-

AsoneofthetopDE&Ifirmsinthecountry,Icarusismost proudthatforseveraloftheirclients,theyhaveimplemented DE&Iperformancedashboardsthatprovidedcriticaldata, whichimprovedproductivityandturnedaroundseveral poor-performingdepartments.Onseveraloccasions,Icarus conductedstrategicDE&Ianalysis,whichhelpedthem increaserevenue,efficiency,andclientrelationships.Icarus hasearnedareputationforcollaboratingwithclientsand identifyingopportunitiesforimprovingorganizational effectivenessandefficiency,supplierdiversityspending,and diversityinseniorleadershipranks.

Inoneoftheirconsultations,aclientcontemplatedreducing costswithoutlayingoffemployees.Thecompanyinitially contemplatedapaycutof20%forallemployees.TheIcarus teamsuggesteditwasnotagoodideabecauseitwasnot equitable.Afterall,front-lineemployeeswouldbe disproportionatelyimpacted.

Forexample,employeesatthelowerendofthe organizationalhierarchywillnotbeabletoaffordthesame. Icaruschallengedthecompanyandaskedthem,"whatabout acustomerservicerepwhoisonthephoneninehoursaday, taking200phonecallsandmakinglessthan$15anhour? Whatifthatpersonisasingleparentandawomanofcolor, andshebarelyhasenoughasisfordaycareorchildcare? Wouldyoustillcuthersalaryby20%?”

Realizingthepoint,theclientdecidedtolimitthepaycutto onlyseniorexecutives.Allofthishelpedtheclientachieve theirobjectiveandensuredeveryemployeeonanhourly wagewassparedfromthepaycut.Icarushelpsitsclientssee anddelveintoaspectstheyotherwiseoverlook.

"We ask our clients tough questions nobody asks; that's why people come to us.”

Products&Services:

IcarusConsultingisanHRfirmspecializingindiversity, equity,andinclusionandofferingseveralservices.Theyhelp companiesdealwithseveralemployee-relatedissues.For organizationslookingtogettheiremployeesmoreinvolved, Icarussupportsthembysettingupadiversityandinclusion council-agroupofemployeesthathelpsthecompanywithits DEIstrategies.Icarusoffersdiversityandinclusiontraining forcompaniesthatneedtotraintheiremployees,managers, andsupervisors.Insomecaseswheretheorganizationis unsureaboutwhattheywanttodo,Icarusconductsa

Diversity&InclusionAssessmenttohelptheorganization identifyareasforimprovingitscultureandwork environment.Oncetheassessmentiscompleted,theywork withtheorganizationtodevelopaDEIstrategythatis measurableandsustainable.

Theyalsooffercustomizeddiversityandinclusion dashboardsthathelpcompaniesmonitortheirDEIjourney's progress.Itcanmeasurevariousmethodslikethenumber ofwomenandpeopleofcolorhiredandtherateatwhich theyarehired.Thedashboardcancaptureeverydetailofan employee'slifecyclefromwhentheywererecruiteduntil theyleavetheorganization.

Oneaspectoftenoverlookedistheamountofmoney companiesinvestinsmallbusinesses.Ifthecompanyis genuinelyinterestedinadvancingdiversity,equity,and inclusion,itshouldspendmoreonbusinessesownedby minorities,veterans,ordisabledpeople.Icaruscallsthis component"EconomicInclusion"ontheirdashboard.The dashboardalsomeasuresanemployee'sopinionoftheir owncompany,capturedonascaleof1to10ontheDE&I index.

LeadershipatIcarus:

Dr.SheltonGoode|CEOandPresident

Dr.SheltonGoodeisthepresidentandchiefexecutive officerofIcarusConsulting.Thisveteran-ownedconsulting firmspecializesinhelpingorganizationscreateaculture thatleveragesdiversityandinclusionforcompetitive advantage.

Dr.Goodeisabusinessexecutivewithover20yearsof diversity,inclusion,executivecoaching,HR,andhigher educationexperience.Hehasheldexecutivepositionsfor companiesranginginsizefrom$300Mto$18B+.

Dr.Goodeistheauthorofseveralaward-winningbooks, includingBeyondInclusion:ReimaginingtheFutureof Work,Workers,andtheWorkplace,DiversityManagers: AngelsofMercyorBarbariansattheGate,Winterin America:TheImpactofthe2016PresidentialElectionon DiversityinCompanies,Communities,andtheCountry, andCrisisasaPlatformforSocialChangefromStrawberry MansiontoSiliconValley.

Helearnedthevalueofdiversityandinclusionfirsthandby rollinguphissleevesandprovidingCEOsandsenior executiveswithcounsel,insight,resources,tools,and

innovativeideasthathelpedadvancetheircompanies' strategicbusinessgoals.Hehasleveragedseasoned leadershipandconsultingskillsforthelasttenyearsto helpcompaniesimplementdiversitymanagement initiatives,enhancingtheirtalentacquisition,retention, andengagementstrategies.

Becauseofhispassionforeducation,Dr.Goodehas usedhisknowledgeandexperiencetoteachandmentor others.Dr.Goodetaughtthousandsofstudentsinthe school'smaster'sinthepublicadministrationprogram. Histeachingexcellencewasrecognizedwhenhe receivedtheschool'sprestigiousFacultyMemberofthe YearAwardin2005.

AsahighlydecoratedAirForceveteran,Dr.Goodehas servedthecountryduringtimesofwar.Hedefendedthe countryduringthePanamaconflict,theBosnianWar, DessertShield,andDessertStorm.Althoughhisroleand jobduringtheseconflictsremainclassified,Dr.Goode's singularlydistinctiveaccomplishmentsearnedhimfive meritoriousservicemedalsandnumerous commendations.

“We offer tailored resources to empower & improve organizations' business leadership, diversity, and inclusion goals."

Dr.GoodeisagraduateoftheprestigiousDiversity LeadershipAcademy.Heiscertifiedasaseniordiversity practitionerbytheAmericanInstituteforManagingDiversity Heearnedhisbachelor'sdegreefromTexasStateUniversity andhismaster'sdegreeinHumanResourceManagement fromTroyUniversity.HeobtainedhisDoctorateinPublic AdministrationfromtheUniversityofAlabama.Dr.Shelton GoodelivesandworksintheAtlantaarea.

TheRoadAhead-

"We have helped our clients exchange ideas, make higherquality decisions, and act on those decisions with unity and commitment.”

AfterthedeathofGeorgeFloyd,theteam'seffortsinitially focusedonincreasingdiversityandinclusionawareness,but inlate2020theeffortsturnedtoskill-buildingandactionplanningactivities.Becauseoftheirwork,theclientsnow understandthefollowing:

HowIcarus'lenses,layers,legacies,andculturalidentity Ÿ shapeitscommunicationsandimpactdecision-making, problem-solving,andconflictresolution.

Barrierstohealthyconversationsandhowtheyplayoutat Ÿ workwhendiscussingsensitiveissues.

Bestpracticesforconductinghealthyandproductive Ÿ conversationsandaskill-basedmethodologytodiscuss sensitiveissues.

Becauseoftheirpastperformance,2023looksgoodforIcarus Consulting.Thereisnoshortageofcompaniesthatwant Icarustohelpthembuildacultureofrespectandtrust.They lookforwardtohelpingtheirfutureclientsleveragetheir workforcetoaccomplishorganizationalgoalsandestablisha competitiveadvantageintheirrespectivemarkets.Icarus anticipatesthatorganizationswillwanttopartnerwiththem becausetheycanpartnerwiththemtodevelopaneffective DE&Istrategyandprocesses.

OnethingIcaruswishespeopleunderstoodbetterabout Diversity,Equity&Inclusion:

WhiletherearealotofmisconceptionsaboutDEI,it's importanttoacknowledgethatit'snolongerenoughfor companiestocareaboutDEIandhopeforamoreinclusive, equitable,anddiverseculture.2020wasaninflectionpoint thatshiftedthefocusfromsayingDEIisimportantandjust "checkingabox"toworkingintentionallytoactivelylisten,

learnanddriveactionsasindividualsandasacollectiveto createamorediverse,equitable,andinclusiveworldfor everyone.Thisleadstomorehonestdialoguethatallowsfor betterrecognitionandappreciationofourdifferencesto createmoreinnovativeandeffectivesolutions,thus,amore inclusiveworkplace.

It'simportanttonotethatDEIisoftenseenasaninitiative thatsitswithinonefunctionorareaofanorganization,and that'snotthecase.DEIisabusinessimperativethattouches everyindividualandfacetofanorganization,reachinginto criticalbusinessareasinadditiontoHumanResourcesto includesupplychain,procurement,brandreputation,and marketingstrategies.

“We must all work together and acknowledge the role we play as individuals and organizations to advance the work of DEI and be the change we want to see in the workplace, our communities, and society."

EVERYONE ON PLANET TO ACHIEVE MORE

Formorethanadecade,

Microsofthasbeenthemarket leaderinoperatingsystems.It wasestablishedbyBillGatesandPaul AlleninAlbuquerque,NewMexico,in 1975,46yearsago,andiscurrently flourishingallovertheworld.Inthe 2020Fortune500listofthemost significantUScompanies,Microsoft cameinatnumber21.Itisvaluedas thethird-highestglobalbrand.The businessisadigitaloperatingsystems leader

OnApril4,1975,BillGatesandPaul AllenestablishedMicrosoftinorderto createandmarketBASICinterpreters fortheAltair8800.Inthemiddleofthe 1980s,MS-DOSandthenWindows propelledittothetopofthemarketfor personalcomputeroperatingsystems. Threepeoplebecamebillionaires thankstoMicrosoft's1986initialpublic offering(IPO)andsubsequentincrease inshareprice,whileanestimated

12,000Microsoftemployeesbecame millionaires.Sincethe1990s,ithas movedfromtheoperatingsystem industryandacquiredanumberof businesses.Theirgreatestacquisition wasLinkedInfor$26.2billionin December2016,whichwasfollowed bySkypeTechnologiesfor$8.5billion inMay2011.

In2018,Microsoftrecaptureditstitleas themostvaluablepubliclytraded businessintheworldafterbeing dethronedbyApplein2010.After AppleandAmazon,Microsoftbecame thethirdAmericanpublicfirmtohavea marketcapof$1trillionormorewhen itdidsoinApril2019.Microsoftwill havethefourth-highestworldwide brandvaluationasof2022.

JourneyofMicrosoft-

Microsoftisadailyandregularword usedineverycorporatesector The

globalproductisownedbyMicrosoft CorporationbasedinAmericaisa multinationaltechnologycorporation. Theassociatedservicesheadquarters aresituatedatMicrosoftRedmond campusinRedmond,Washington, UnitedStates.Thebestproductsof MicrosoftaretheWindowsseriesof operatingsystems,themicrosoft officesuiteandinternetexplorer,etc. TheXboxvideogamingconsolesand theMicrosoftSurfacerangeof touchscreenpersonalPCsareitstwo mainhardwareofferings.Microsoft wastheworld'slargestsoftware companybyrevenueasof2019;it wasplacedNo.21intheFortune500 rankingsofthelargestAmerican firmsbytotalrevenuein2020.Along withAlphabet,Amazon,Apple,and Meta,itisoneoftheBigFive Americantechnologicalfirms.The journeyofMicrosoftkickstartedwith abasicsetup.

The current global venture was founded by Bill Gates and Paul Allen on 4th April 1975 with the main motive to produce and sell BASIC interpreters for the Altair 8800.

As a result of an arrangement the company made with ASCII Magazine in Japan in August 1977, ASCII Microsoft opened its rst overseas ofce.

In the middle of the 1980s, MS-DOS and then Windows propelled it to the top of the market for personal computer operating systems.

Since the 1990s, it has moved from the operating system industry and acquired a number of businesses.

Microsoft started to reevaluate its products and broaden its product line into computer networking and the World Wide Web after Bill Gates' internal "Internet Tidal Wave letter" on May 26, 1995.

Microsoft released Windows XP on October 25, 2001, combining the NT codebase with the mainstream OS line. Later that year, the company introduced the Xbox, breaking into the Sony and Nintendodominated market for video game consoles.

Microsoft, which was becoming more active in the hardware market after the launching of Xbox, introduced the Zune line of digital media players in 2006 as the replacement to its earlier software platform Portable Media Center.

The Windows Vista released in 2007 featured the security and redesigned user interface dubbed Aero, following with the release of MS Ofce 2007 with the feature of Ribbon user interface.

Throughout the 2011-12 Microsoft restructured its identity with focusing on logo, products, services, etc.

Microsoft released a x for Windows 10 in January 2018 to address CPU issues brought on by Intel's Meltdown security aw. The patch caused problems with the virtual machines running on Microsoft Azure that use Intel's CPU architecture.

On June 24, 2021, Microsoft announced Windows 11.

ThegrowthofMicrosoftandits productsandservicesiswitnessed bythewholeworld.Inaninterview withMr.BillGatesmentionedthe growthofMicrosoftcreditingitto theirteam.

ThesurveyofMicrosoft's StatisticalStudies-

Microsoftbeingaglobalventure todayhasnoneedofany recognitionstrategyormarketing strategy Thecorporationbeingan InformationandTechnologybased corporationworksmostlyonits productsandservicesrelatedto databasesandsoftwares.The4Ps fromthemarketingmixworkson pointformicrosoft.The4Ps includesProduct,Price,Place, Promotion.

ProductMix

Aproductissomethingthatsatisfiesthe needsanddesiresoftheconsumer, whereasaproductmixisthevarietyof thatproduct.Microsoftisaretailerof bothhardwareandsoftware.Computers, laptops,tablets,Xbox,andphonesare amongtheirhardwaregoods.Microsoft OfficeandWindowsOSareamongtheir softwareproducts.Microsofthasabroad rangeofproducts.Itisprimarily renownedforits

Ÿ Devices

Ÿ Softwares

Ÿ Apps

Ÿ Games

Ÿ Entertainment

PriceMix

Pricemixisthemethodusedto determineaproduct'spriceasopposedto price,whichreferstothemonetaryvalue ofaproduct.Microsoftfrequently employstheBuyOnlyWhatYouUse, Freemium,andMarket-orientedpricing strategies.

Ÿ FreemiumPricing

Ÿ Productline

Ÿ PenetrationPricing

Ÿ PriceSkimming

PlaceMix

UnderPriceMix,Microsoftprovides thefollowingservicestoitsclients:

Ÿ Customerscaneasilyselect productsandservicesfrom Microsoft'sofficialwebsitebased ontheirneeds.

Ÿ Microsoftoffersretaillocationsall overtheworldwherecustomers mayusetheguidanceoftechnical advisorstomakesmarterdecisions.

Ÿ Additionally,Microsofthas approveddealersanddistributors. Microsoft'sstrategicallysound locationmixmakesitsproducts readilyavailabletocustomers worldwide.Nowlet'stalkabout Microsoft'spromotionalstrategyto discoverhowitkeepsitspositionat thetop.

PromotionalMix

Withtheaidofitspowerfulbrand image,Microsoft'spromotionalstrategy preciselyaddressesitstargetmarket.It advertisesitsproductsonanumberof socialmediasites,includingFacebook,

Twitter,Google,Instagram,etc. Microsoftemploysanumberof differentpromotionalstrategies, includingadvertising,directmarketing, andsalespromotion.Itreachesits intendedaudiencethroughastrategic channel.Microsoft'svarietyof promotionsincludes-

Ÿ Advertising

Ÿ SalesPromotion

Ÿ DirectMarketing

Ÿ PersonalSelling

Ÿ PublicRelations

EffectofCOVID19onTheglobal enterprise-

Evenbeforethepandemic,scientists havelongponderedtheimplicationsof aworldinwhichreportingforworkno longermeantreportingforwork.Ifwe hadtheabilitytodisconnectfrom actuallocationsthankstocontemporary technology,howmightour employment,offices,andworkdays change?Whatwouldbethegenuine advantages?Whatwouldtheobstacles be?COVID-19thenstruck.Everything changedandbecameunpredictable fromabusinessstandpoint,butfroma researcher'spointofview,itoffereda hugeopportunity.Thiswastheperfect opportunityforsocialscientiststo designasizableresearchontheimpacts

ofanentirelydigitalworkforce.

EarlyinMarch,justadayaftertheorder wasissuedforallemployeesat Microsoft'sRedmond,Washington headquarterstostayathome,scientistsat thecompanystartedthinkingaboutthe researchpossibilities.Thechiefscientist forMicrosoft'sExperiencesandDevices, JaimeTeevan,anddirectorofapplied scienceBrentHechtmetonlinewitha dozenothercolleaguestodiscusswhat hadjustoccurred,whatwasaboutto occur,andwhatitallmaysignify.Hecht assertsthatoneofMicrosoft'sadvantages isthestaffmembers'intensecuriosity.

Ofcourse,thebalancebetweenbenefits andlosseswasfarfromclear-cut.A significantminusforsomewasabonus forothers.Workingfromhomeandbeing freeofofficeinterruptionshadbeena blessingforsomepositions,butithad beendifficultformanagersand employeesinmorecollaborativefieldsto recreatethecreativefrenzyof brainstormingsessions.Nearlyevery benefit hasaconcomitantdrawback. However,acloserlookatthedatasofar offershelpfulinsightsthatmightnotonly guideusthroughthedifficultiesweare currentlyfacingbutalsoinfluencehow wemightthinkaboutmakingthings betteroncewearepermittedtoreturnto ourworkplaces.

ConclusionofTheCaseStudy-

Insummary,Microsoftisthemarket leaderbecauseofitsdominantworldwide presenceandleadership.Their welcoming“perfectcoffeeshop atmosphere”shouldbealong-term competitiveadvantage.Thecompany's retailoutletsandon-sitecollaborations haveearnedhigherresponserates, puttingtheminfrontofthepackinthe maturebusiness.Asaresultofitsallencompassingmarketingapproach, Microsoft enjoysastrongglobalmarket position.

About Microso

Microsoft is among the most well-known brand brands in business. However, company cofounder Paul Allen originally gave the business the moniker Microsoft, which was a mix of the phrases ``microcomputer" and "software."

3.

Gates planned to rename the original Windows operating system to "Interface Manager" when it was still being developed. The moniker was initially used exclusively internally, with intentions to continue using it when the OS was eventually made available to the general public.

1. 2. 3.

Over the years, Microsoft has used a number of distinctive logos, all of which are instantly identiable. However, the original Microsoft logo was created in less than a day by co-founders Bill Gates and Paul Allen.

4.

One of the company's most well-known software offerings is Microsoft Ofce, which includes favorites like Microsoft Word, Excel, and PowerPoint. Despite the obvious connection to Microsoft, some people would be surprised to learn that Microsoft Ofce rst appeared on the Mac before moving to Windows.

While the typical Microsoft employee may come to mind as a serious coder, they prefer the seriously adorable moniker "Softie." The average softie is a male American resident who works for a company with more than 180,000 people worldwide.

ICT ADD

Videogameor"gaming"addiction, likeanyotheraddiction,isfrequentlya multi-facetedproblem.Tobeginwith, videogamesaremadetobeaddicting. Althoughnot"addictive"intheclinical sense,gamedesignersarecontinuously seekingformethodstomaketheir gamesmorefascinatingsothat consumerswouldspendmoretime playingthem.Thisisespeciallytrue forgamecreatorsthatrelyonin-game purchasestomakemoney

Gamingdesigners,morethananyone else,aimtoanswerthequestion,"What makesavideogameaddictive?"They wantyoutowanttokeepplayingafter youloginorpickupthecontroller. Thisisn'ttosaythatgamecreatorsare outtoseduceafreshgenerationof youngpeopleintoplayingvideo games.However,whatstartsoutasa harmlesssourceofamusementmay quicklyturnintoaconsuming addictionforsome.

WhatisVideoGameAddiction?

Gamingdisorderwasofficiallydefined asanaddictivehabitbytheWorld HealthOrganizationin2018.Ithas threeelements:alossofcontrolover one'sgaming,gaminggaining precedenceoverotheraspectsofone's life,andcontinuedusagedespite negativerepercussionsandpoor functioninginotherpartsofone'slife.

REASONSFORADDICTIVEARE VIDEOGAMES

Videogamesallowyoutoescape fromsocialconstraints.

Gamesprovideanescapefromthe confinesoftheofflineworld,ranging fromfantasysciencefictionrealmsto realisticfightingsituations.Thisis especiallytrueforpeoplewhosuffer fromsocialanxiety.Individualswho findsocialsettingsanxiety-provoking, confused,orover-stimulatingmay findofflinesocialengagement difficult.Gamesprovideasenseof freedomandcontrolasanescapefrom thelimitsofsocialanxiety Although videogamesprovideatemporary distraction,neglectingin-personsocial settingshasalong-termcost.Games givevirtualindependencewhile keepinganindividualreliantonthe gameasasortofescape,ratherthan addressingone'sconcernsandcoping withanxiety.Usinggamestoavoid difficultemotionscanleadto increaseduseovertime,makinginpersoninteractionevenmoredifficult.

Videogamesallowyouto experimentwithdifferentidentities.

Gamesallowplayerstotestout differentidentitieswithoutthelongtermsocialconsequencesofthe offlineworldbyexperimentingwith theirowngamingavatar.Thiscanbe particularlyappealingtothosewho areunhappywiththeirofflineidentity, havepoorself-esteem,orfeelunable toexpresscertainelementsoftheir identityintheirofflinesocialsituation. Identityexplorationthroughgames maybegoodandfreeing,butitcan alsobeharmfultoone'soffline identityandself-esteemdevelopment. Thisisespeciallytrueifgamesare usedasanescapeorastrategyto avoiddealingwithmoreseriousselfesteemissues.

Videogamesofferasenseof adventure.

Gamesprovideanendlessopportunity todiscovernewworlds.Gaming settingsprovideahighdegreeof explorationandexperimentation withoutthehazardsthatexistinthe offlineworldforindividualswhowant novelty Themodernworldmight appearmonotonous,especiallyifyou areboredandunsatisfiedwithyourjob oreducation.Gamingsettingsprovide anescapefromthehumdrumofdaily lifeandcanbeaddictingduetothe endlesspossibilitiestheyprovide.

Videogamesfacilitateaflowstate.

Flowstatesoccurwhenyouare entirelyinvolvedinatask.Thisisalso knownas"beinginthezone."Youmay losetrackoftimewhilefeeling invigoratedandfocused.Whenyou're doingsomethingdemandingbutnot toodifficult,you'llfindyourselfina flowcondition.Videogamesaremade toputplayersinaflowstatebytaxing themjustenoughtokeepthem interestedbutnottoomuch,and creatingasenseofpurposeasthey progress.Thesenseofpurposederived fromgamesiscomparabletothat derivedfromnon-gamingactivities. Lifeoutsideofgamingmayappearless interestingifgamesbecomethesole wayofaddressingthisdemandfora feelingofpurposeanddevelopment. Videogamesareaddictivebecause theyofferaneasierwaytomeetthis need,withouttherisksofworkingto meetthisneedoutsideofagaming environment.

Videogamesfacilitateasenseof progressthroughlevelingup.

Throughitspurposeorientation,games provideasensationofprogress. Furthermore,whenplayers'abilities develop,theygetasensationof mastery.Characterdevelopment,

resourcecollection,levelingupto newsurroundings,andvarious pointsystemsallrepresentthis missionfocusandskill improvement.Thissensationof advancementmightbeespecially satisfyingforsomeonewhofeels stuckintheirofflinelife.Games satisfyourbasicdesiretosense progress,evenifitisonlyvirtual advancement.Avariable-ratio payoutscheduleisanother addictingcharacteristicfoundin manygames.Games,likeslot machines,includeelementsthat rewardplayersatrandom,keeping themhookedonasenseof suspense.Thisrewardmechanism iscommonlyknownaslootboxes.

Videogameswithnodefinedend encourageinfiniteplay.

Long-terminvestmentisencouragedin gameswithnofixedendpoint.Thismaybe addictingbecausethemoretimeandenergy someoneputsintoanactivity,themore difficultitistojuststopdoingit.Long-term engagementwithaparticularavataralso createsasenseofidentityinvolvement, makingitmoredifficulttoletgo.Longer gamingsessionsarealsoencouragedby gameswithnofixedfinish.Thisisthevideo gameequivalentofaNetflixmarathon. Gamingcangoonendlessly,potentially isolatingoneselffromtherestoftheworld.

CONCLUSION

Videogamesareaddictingbecausethey maysatisfyourpsychologicalneedsfor

autonomy,growth,andsocial connection.Videogamescreatean atmosphereinwhichpeoplecanfeel freeofsocialrestraints,socialanxiety, andfeelingofadventure.Througha goalorientationandthechancetolevel up,videogamesofferconveyasense ofpurposeandprogress.Finally,video gamesgiveavenueforpeopletobuild socialbondswithotherswhoshare theirinterests.Gamesmaybeutilized tosatisfythesedemandsonlinewhen theyarenotmetinone'soffline surroundings.Meetingone's requirementsthroughgamesrather thaninnon-gamingsituationsincreases theallureofgaming,makingit increasinglydifficulttomeetthese needsoutsideofit.