White Cliffs Hair Studio's diversification strategy into non-surgical hair reconstruction

¶ … Business Strategy of White Cliffs Hair Studio (WCHS) and WCHS's viability succeeding within the medical industry for Non-Surgical Hair Reconstruction Devices

If You Wanted to Know the Future of Small Business, What Questions Would You Ask?"

Fuller 2003, Introduction ¶ 1).

Consideration of Questions

Fuller recounts a mini historical account of "small business from post-medieval times, through the Industrial Revolution to the present day" (Ibid.), in the study, "If You Wanted to Know the Future of Small Business What Questions Would You Ask?." The brawny message encapsulated in Fuller's study's title, which simultaneously depicts a significant study scenario, contributed to the researcher's determination for the proposed study. In a figurative sense, the proposed study "predicts" the future of White Cliffs Hair Studio (WCHS) by asking the right question/s.

Ultimately, through the development of the proposed study, the researcher will relate the determination/s from: Examining the business strategy of White Cliffs Hair Studio (WCHS) and its viability in succeeding within the medical industry for "Non surgical hair reconstruction devices." By examining components contributing to the success of WCHS, the researcher will, in turn, determine the validity of the hypothesis for the proposed study: If White Cliffs Hair Studio succeeds in fulfilling its goal to diversify and expand into the medical industry for "Non surgical hair reconstruction devices," then, along with enhanced opportunities to help patients who experience Alopecia, WCHS will simultaneously obtain the ability to increase its potential to earn more profits.

Research Questions

Research questions contributing to the determination, which will also help to maintain the proposed study's focus, include:

What business strategy does White Cliffs Hair Studio currently employ?

What effect does a business strategy have upon a business and its potential to diverge?

What factors reflect the viability of WCHS to succeed within the medical industry for "Non surgical hair reconstruction devices"?

Background to Cancer and Alopecia Patients

Cancer Concerns number of studies project the concern that approximately one in three individuals will develop cancer in some form during his/her life. Cancer currently challenges more than a quarter of a million individuals in the UK each year. (Office for national statistics 2004)

Alopecia

Alopecia, hair loss, a common side effect of chemotherapy generally begins within several weeks of the patient's initial course of chemotherapy (chemo). his/her hair re-growth, according to studies, typically begins a month after the patient completes his/her chemo treatment (Higgs 1990). In the meantime, cancer patients frequently experience extreme anxiety, with some patients reportedly considering rejecting, and some actually rejecting curative treatment (Tierney and Taylor 1991) for Alopecia.

White Cliffs Hair Studio

White Cliffs Hair Studio, which advertises itself to be, "the UK's leading provider of state-of-the-art hair replacement products and other advanced hair loss solutions" (White Cliffs 2008), reports its mission constitutes: "to improve the lives of those experiencing the trauma of hair loss and Alopecia, as well those who desire to improve their natural appearance"(White Cliffs 2008).

The following figures portray a few of WCHS's clients featured on their Web site (permission to a reproduced these photos for the proposed study; currently in progress).

A www.whitecliffsgroup.com/Images/gallery/1large.jpg"

White Cliffs Hair Studio currently manages the following eight hair replacement studios in the UK:

London Hair Replacement Studio - Mayfair, UK;

London Hair Replacement Studio - London Bridge, UK;

Manchester Hair Replacement Studio, UK;

Bristol Hair Replacement Studio, UK;

Birmingham Hair Replacement Studio, UK;

Leeds Hair Replacement Studio, UK;

Dublin Hair Replacement Studio, Ireland;

Glasgow Hair Replacement Studio, Scotland. (White Cliffs 2008)

In the United States (U.S.), White Cliffs Hair Studio currently manages the following five hair replacement studios:

Cleveland Hair ReplacementStudio, OH;

Indianapolis Hair Replacement Studio, in;

Chicago Hair Replacement Studio, IL;

Los Angeles Hair Replacement Studio, CA;

New York City Hair Replacement Studio, NY. (White Cliffs 2008)

In India, White Cliffs Hair Studio currently manages the following five hair replacement studios: Chennai Hair Replacement Studio, India; Hyderabad Hair Replacement Studio, India; Bangalore Hair Replacement Studio, India; Mumbai Hair Replacement Studio, India. In Canada, WCHS opened Toronto Hair Replacement Studio, Canada, its first hair replacement studios, on November 1, 2008. WCHS currently operates two hair replacement studios in Australia: Sydney Hair Replacement Studio, Australia, and Melbourne Hair Replacement Studio, Australia. The Sri Lanka Hair Replacement Studio, in Sri Lanka advertises White Cliffs Hair Studio, its founder, as the "Best Hair Replacement in Europe" (White Cliffs 2008).

Significance of the Proposed Study

The proposed study firstly proves significant for the research as it serves as the forerunner for the full dissertation mandated for the awarding of the researcher's future degree. Secondly, after the researcher completes the forthcoming dissertation, the knowledge obtained during the proposed study's effort will have increased the researcher's understanding of the subject of hair loss replacement for patients who experience Alopecia, as well as enhance the researcher's future capabilities in the career in the chosen field / subject.

Study Structure for the Proposed Study

The following five chapters will constitute the body of the proposed study:

Chapter I: Introduction

Chapter II: Review of the Literature

Chapter III: Methodology

Chapter IV: Analysis and Findings

Chapter I: Discussion, Conclusion, and Recommendations

Aims and Objectives

Fulfilling the primary aim for the proposed study:

Examining the business strategy of White Cliffs Hair Studio (WCHS) and its viability in succeeding within the medical industry for "Non surgical hair reconstruction devices," mandates the following the objectives be addressed:

Objective one: Examine the business strategy White Cliffs Hair Studio currently employs.

Objective two:

Thoroughly review current literature regarding the effect/s a business strategy may have upon a business and its potential to diverge.

Objective three: Identify factors that reflect the viability of WCHS to succeed within the medical industry for "Non surgical hair reconstruction devices."

In turn, as these objectives are fulfilled, along with the analysis of the retrieved researched information, the hypothesis for the proposed study will be determined: If White Cliffs Hair Studio succeeds in fulfilling its goal to diversify and expand into the medical industry for "Non surgical hair reconstruction devices," then, along with enhanced opportunities to help patients who experience Alopecia, WCHS will simultaneously obtain the ability to increase its potential to earn more profits.

During the next segment of the proposed study, the propose literature review, the researcher relates a sampling of information to be retrieved during the forthcoming study.

CHAPTER II: LITERATURE REVIEW

Strategy is about making choices some of which appear to be riskier than others"

Parnell 2003, ¶ 28)

2.1: Introduction Literature relevant to the proposed study initially included a review of approximately 50 sources, specifically exploring information for connections to three broad themes. Focus for this literature review segment will aim to support this study's research questions, fulfill objectives noted in the introduction for this study, and ultimately contribute to the determination of the hypothesis for the proposed study. The hypothesis, as noted in the previous chapter, purports: If White Cliffs Hair Studio succeeds in fulfilling its goal to diversify and expand into the medical industry for "Non surgical hair reconstruction devices," then, along with enhanced opportunities to help patients who experience Alopecia, WCHS will simultaneously obtain the ability to increase its potential to earn more profits.

To help the researcher maintain focus and..., this study adheres to a thematic organization, while exploring the following three themes:

White Cliffs Hair Studio's current business strategy,

New Business Strategy, and Contemporary Issues.

2.1: White Cliffs Hair Studio's Current Business Strategy

Both founders being hair loss sufferers, they had a dream to make a Hair Replacement and Hair Re-Growth company that was radically different: one based on people-first (not profit) and innovation. Warren and Andrew's passion gave rise to a whole new way of thinking for the industry: based on Trust, Compassion, being Customer-Dedicated, that would offer clients the style andcreativity that Mayfair London is famed for, and would provide world-leading solutions within one "Sanctuary."

That "Sanctuary" became WHITE CLIFFS- a friend, advocate, and place where real solutions that work are offered, hair loss sufferers' needs are understood, their best interests taken to heart, and where they are never just a "number." Like its namesake the WHITE CLIFFS of Dover, WHITE CLIFFS Hair Studio is about the classic British values of Trust, being Reliable, Beauty/Creativity, Fair Play, Innovation, and always being there for our clients.

Our expertise is world renowned and our clients come from all walks of life from global movie stars and celebrities to shopssistants. The common bond between all of our clients is they love beautiful hair and have a desire to have their hair back - as natural as possible, allowing them to live life normally... To get back in the game of life.

For WHITE CLIFFS, every client is an opportunity to improve someone's life and to prove that we are "The Better Way."

Hair Loss Therapy

WCHS utilizes low-level laser hair loss therapy, which according to studies, confirm the following "selling points" the company relates to respective clients, for this particular treatment, reported to be effective "for most forms of hair loss, including male and female pattern baldness" (White Cliffs 2008):

More than 90% of users achieve some positive benefits and results.

More than 44% of users see noticeable indications of benefits from laser treatment within the first 6 weeks.

Another 45% see results in 6 to 12 weeks.

The remainder sees less dramatic results after 12 weeks. (White Cliffs 2008)

2.3: New Business Strategy

Parnell proposes a number of questions regarding business strategy, including "Is strategy-making an art or science? Should a strategy be publicized or kept largely secret? Is consistency or flexibility more important? Should risk be embraced or avoided? Should the planning process be top-down or bottom-up?" (Parnell, ¶ 28). As answers, however, frequently are not as concrete as the questions in regard to a business strategy, addressing the following issues, Parnell contends, will likely help a business link a strategy to its particular environments and endeavor/s and environment" (Parnell, ¶ 28).

Parnell recommends businesses consider the following information:

Strategy is about making choices...some of which appear to be riskier than others. Environmental scanning is at best an inexact science, and strategic managers are inevitably left with varying amounts of risk associated with each strategic alternative. According to one school of thought, however, top managers should not forego attractive opportunities because of a lack of certainty. A second school contends that risk reduction is the primary responsibility of top management. Executives, therefore, should be skilled at processing information so that risk can be avoided -- or at least severely minimized -- in strategy formulation. Risk, they argue, will inevitably lead to failure. (Ibid)

Business Strategy Types and Innovative Practices in "Business Strategy Types and Innovative Practices," Tim Blumentritt and Wade M. Danis examine a number of ways several firms utilize various strategic orientations to manage their business practices. From their expiration of ways firms with contrasting strategic orientations view particular issues, they note, "One key to successful strategic management is the ability to achieve fit or coherence among a set of competitive factors, both internal and external to the organization, in a manner that facilitates high performance" (Ibid.). According to the strategic choice perspective, organizations do not merely respond to environments; through strategic actions of top managers they dynamically interact with their specific environments.

Mission Statement mission statement 'tells two things about a company: who it is and what it does'" (Williams 2008, ¶ 1) According to Linda Stallworth Williams (2008) in "The Mission Statement: A Corporate Reporting Tool with a Past, Present, and Future," "mission statements still serve as common corporate reporting tools" (¶ 1).

As the introductory statement for this section notes, a mission state also reveals two primary points about a company, basically "who" it purports itself to be, and "what" it accomplishes as a company. Components contributing to a company's mission statement could identify the company's: customers; primary products and/or services; location; basic technology; survival concerns; philosophy; self-concept; vital strengths; competitive advantages; public image considerations; concern for employees (Williams, Content Analysis section, ¶ 2)

Cancer Survivor Challenges

In "A Support Group Intervention to Facilitate Young Adults' Adjustment to Cancer," Cleora S. Roberts, Lori Piper, John Denny, and Gary Cuddeback (1997) purport that studies, as well as numerous clinical observations confirm that when diagnosed with cancer, young adults frequently experience extreme psychological disturbance. One study revealed that young adult cancer survivors regularly encounter at least six of the following life changes and challenges.

A anxiety about health, loss of physical well-being, worry about children, problems in relationships, financial and vocational concerns, and feelings of unattractiveness (www.questia.com/PM.qst?a=o&d=5000452557"Roberts, ¶ 2)

Cancer treatments create life changes that disrupt the normal psychological and social developmental tasks of young adulthood" (www.questia.com/PM.qst?a=o&d=5000452557"Roberts, ¶ 6)

Cancer, a primary, contemporary concern contributing to morbidity, affects more than a quarter of a million individuals in the UK each year as they are newly diagnosed with the disease. Some researchers predict that approximately one in three individuals will develop cancer in some form during his/her life. Researchers have identified approximately 200 various types of cancer, however, only four of these forms: "Breast, lung, large bowel (colorectal) and prostate - account for over half of all new cases," with breast cancer ranking as the most prevalent cancer diagnosed in the UK (Office for national statistics 2004)

Older individuals predominately develop cancer, with 64% of confirmed cancer cases being diagnosed in individuals 65 years old and over. The following statements denote three recent findings from studies in regard to cancer:

Cancer occurs in "less than 1% in children (0-14 years)";

Women in their 30s 40s and 50s possess higher risk factors for developing cancer than men at that same age, primarily due "to their excess risk of breast cancer with it accounting for 50% of the women aged 40-60 years."

Currently, approximately 2% of the UK population (1.2million people), alive in the UK, have received a cancer diagnosis. (Ibid)

Alopecia

Alopecia, hair loss, a common side effect of chemotherapy, contrary to the historical association of luxuriant hair as a symbol of strength, health, and sexual charisma, merits perceptions of the affected individual to be aging; ill and/or losing his/her attractiveness. One recent, comprehensive exploration of the literature regarding hair loss that occurs during cancer chemotherapy, purports: "Historically, shaving of the head has often been associated with mourning or entering a religious order. Enforced cutting or shaving of the head even in modern times is employed as a sign of contempt and degradation" (Batchelor 2001). Some individuals stress they would prefer to suffer and die of cancer related pain of than to experience the humiliation of losing their hair. In line with the thought of contempt, a number of incidences have been related of patients refusing chemotherapy treatment due to the threat of hair loss, which typically starts within the first few weeks of the patient's initial course of chemotherapy (chemo). Hair re-growth, according to studies, typically begins a month after the patient completes his/her chemo treatment (Higgs 1990). Reports indicate that CIA (chemo induced alopecia) may contribute to some patients experiencing such extreme levels of emotional anxiety they consider rejecting or actually reject curative treatment (Tierney and Taylor 1991). Forty-seven percent of patients participating in one survey reported they considered CIA to be the single worst side-effect of their cancer treatment (Munstedt et al. 1997). Medical and nursing staffs, however, often inured to the sight of bald patients; consider Alopecia worth the temporary emotional pain (Massey 1994). Approximately one in six phone calls to Breast Cancer Care helpline, an organization which provides cancer support and information, relates to hair loss and its implications. Typically, females experience more psychological distress than males, as adult males appear to be able to cope more easily. Perhaps this fact relates to society will really accepts the fact of male baldness, even in young males (Batchelor 2001). This easy assumption, albeit, may be questionable (Baxley et al. 1984), as even male children are particularly vulnerable to the stigma of sudden hair loss (Reid 1997).

Patients routinely wear wigs when they experience Alopecia, a usually reversible condition. The National Health Service (NHS) frequently makes wigs available to patients receiving treatment. One initial study examining the "body image" of patients found that even though subjects experiencing Alopecia frequently decreased social activities, compared with individuals who did not experience Alopecia, possibly due to the patients' ability to adapt to the change, hair loss produced an unexpectedly small effect on the patient's body image (Wagner and Bye 1979). Sufficient first-hand testimony, nevertheless at least to the initial trauma of sudden and dramatic hair loss, (Clement Jones 1985 cited in William et al. 1999) allocates the need to feature this consideration in any psychological assessment of a cancer patient (Eh-Mann et al. 1991, Nicoloas and Veach 2000). Even those individuals specifically prepared for hair loss, however, may be left feeling unprepared by Alopecia. One such adversely affected patient recounts: "All of a sudden,...one day, you go into that shower, and you start to wash your hair. And then you come out and you have no hair. And the hair is all over the shower, the tub, the walls, the hands, your body, I mean you just can't....That was the most traumatic thing in the world" (Williams et al., 1999, 1465).

2.4: Summary

During the next chapter of the proposed study, the researcher relates the methodology to be utilized during the forthcoming study which will more conclusively examine the goal of White Cliffs Hair Studio to diversify and expand into the medical industry for "Non surgical hair reconstruction devices.

CHAPTER III

Methodology

Core values and beliefs are the organization's basic precepts about what is important in both business and life, how business should be conducted, its view of humanity, its role in society, the way the world works, and Williams, Mission Statement Content section,¶ 6)

Research Design and Methodology

The proposed qualitative study plans to implement the case study methodology, as this particular method will prove helpful as guide to the researcher will addressing the study's research questions and determining the validity of the hypothesis for the proposed study: If White Cliffs Hair Studio succeeds in fulfilling its goal to diversify and expand into the medical industry for "Non surgical hair reconstruction devices," then, along with enhanced opportunities to help patients who experience Alopecia, WCHS will simultaneously obtain the ability to increase its potential to earn more profits.

According to P. D, Leedy and J.E. Ormrod (2005) in Practical research: Planning and design, the research and a choose from five differing qualitative research designs for qualitative studies: The research options include: (a) case study, (b) ethnography, - phenomenological study, (d) grounded theory study, and (e) content analysis.

After reviewing the stipulations for each of the various qualitative research designs, the researcher determined that the case study methodology appears to best suit the need/s the proposed study will need to fill. Research," M. Dereshiwsky (1999) stresses in "Electronic Textbook - Let Us Count the Ways: Strategies for Doing Qualitative Research": "the heart and soul of any investigation is the research question" (Master Plan section, ¶ 1). Dereshiwsky (1999) purports the value of "matching up' research questions, designs and qualitative data collection procedures" (Marshall and Gretchen Rossman, as cited in Master Plan section, ¶ 3).

Utilizing the guidelines Dereshiwsky (1999) presents, the researcher deems that through the use of the case study methodology in the forthcoming proposal, the researcher will closely examine participant pools of information relating to this study's focus, and then draw conclusions.

During the research of options for the methodology for the proposed study, the researcher noted Case Studies (2008) does not totally agree with information Dereshiwsky (1999) presents, as Case Studies' information purports that researchers utilizing the case study methodology: "do not focus on the discovery of a universal, generalizable truth, nor do they typically look for cause-effect relationships; instead, emphasis is placed on exploration and description." From the massive amount of research which will be required by the forthcoming dissertation, this researcher will, nevertheless, explore a variety of sources to ultimately depict a number of generalizable truths relating to focus noted in this proposal. During the ensuing process, this researcher plans to conduct a methodical search through a variety of sources retrieved from search engines, which include, albeit, will not be not limited to virtual or online libraries, and will likely include:

Highbeam Research database

Questia Media database

Google Books database

Dogpile

ERIC

The researcher, by necessity, will primarily utilize secondary information, as: "A secondary source interprets and analyzes primary sources" (What is a..., n.d.).

After the researcher accesses and compiles the retrieved information from a barrage of published credible sources, the researcher and will begin to categorize and analyze the information to begin to dissect, compile and prepared to present relevant findings. From the preview of resources the researcher plans to utilize in the forthcoming study, no known or anticipated sources of error in data to be collected are evident. Due to the massive amount of information published on this study's focus, the researcher will have to meticulously review research material to ensure selection of the most relevant information. UK English will constitute the language of the published sources. Although the focus of the information in this study specifically relates to the UK, and specifically White Cliffs Hair Studio, in particular, much of the information presented in the proposed study may be universal and also applicable to businesses considering diversification in other parts of the world.