2
1
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1) Some implications of this for managers have been suggested by points raised in a series in
the Financial Times.
2) Why do the Spanish drink so little tea?
3) A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market
in almost any country, outselling local brands.
4) I will have earned a lot of money.
5) Me house is being painted next week.
.
1) Why do Germans eat so many bananas?
2) I have sold all my old books.
3) Peter was collecting information about this person.
4) Anna showed us some amazing photos.
5) the local paper had published an article about him.
3. :
| Noun | Verb | Adjective/Adverb |
| implication | ||
| to misunderstand | ||
| local | ||
| to identify | ||
| charge |
4. :
1) reduction in telecommunications and computing costs
2) not invented here syndrome
3) economies of scale
4) to develop international teams of management
5) the supposed homogenization of tastes worldwide
a)
b)
c)
d) ,
e)
5. , , (T/F).
1) The cost of a 3-minute phone call from New York to London in 1930 was five hundred dollars in todays money.
2) Operating in and producing for not just one country, or even one continent, allows a company to increase costs and benefit from economies of scale.
3) A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market
in almost any country, outselling local brands.
4) Interestingly, breakfast cereal is quickly progressing as a way of starting the day among younger people.
5) A global breakfast cereal culture may be developing.
GLOBALIZATION
1. The Economist has identified these key contributors to globalization:
free movement of capital at the touch of the button. This is the fuel of investment in all its forms.
trade liberalization, with the lowering of trade barriers.
lowering of shipping costs thanks to the efficiency of containerization. The shipping charge for the whole container of goods crossing the Pacific can be as little as $50. The transport cost for each Japanese TV, probably made in Malaysia or elsewhere, sold in the USA or Europe is negligible.
reduction in telecommunications and computing costs. The cost of a 3-minute phone call from New York to London in 1930 was $300 in todays money. There is more computing power in the average wrist watch today than there was in all the worlds computers in 1950. Organizations with the resources and expertise to exploit the information on their networks on a worldwide scale will have a key competitive advantage in many industries.
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Operating in and producing for not just one country, or even one continent, allows a company to reduce costs and benefit from economies of scale.
2. Some implications of this for managers have been suggested by points raised in a series in the Financial Times. Even in a company that operates within one country, there is often resistance to ideas from outside, the not invented here syndrome; and with subsidiaries in many countries, this becomes even more of a problem, because it is compounded by cross-cultural issues and potential misunderstandings. Resistance to the way of doing things elsewhere may be even stronger if the subsidiary was previously a local company taken over by a multinational, perhaps with loss of jobs and loss of a sense of security among those that remain. Developing international teams of managers in environments like these is a challenge.
3. A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in almost any country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is, in an international market that should by now be truly homogenous. Anomalies such as the French preference for top-loading washing machines when the rest of Europe prefers door-loading ones, or the American liking for 4x4-type vehicles rather than saloon cars, even in cities, could be related to the smallness of French apartments or the cheapness of American petrol. But there are always cultural traditions that are harder to explain. Why do the Spanish drink so little tea? Why do Germans eat so many bananas?
4. However, traditions can change, or be made to change. Interestingly, breakfast cereal is slowly progressing as a way of starting the day among younger people. A global breakfast cereal culture may be developing. This may seem a trivial example of the globalization of taste, but consumer goods companies, especially, must be aware of issues like these. How do you deal with brand management at a global level? As with the management of brands internationally is partly a cross-cultural issue.
5. Of course, there is debate about whether the power of international capital and multinationals, and the supposed homogenization of tastes worldwide, are good things or not, and you will no doubt have your own views. (2770)
6. :
1) What may reduction in telecommunications and computing costs lead to?
2) What allowed shipping costs to decrease?
3) How can a multinational reduce its costs?
4) Is it possible for a company to operate in a local or national market only?
5) Why is there often resistance to ideas from outside in a company that operates within one country?
6) Why isnt an international market homogenous?
7) What do you have to expect if you want to work in a global company?
8) What are the advantages and disadvantages of an international team of managers?
9) What traditions may globalization influence?
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10) Is globalization an economic process only?
7. :
1) The Economisthas identified these key to globalization.
2) for each "Japanese" TV, probably made in Malaysia or elsewhere, sold in the US or Europe is negligible.
3) Organizations with the resources and expertise to exploit the information on their networks on a worldwide scale will have a key in many industries.
4) Operating and producing for not just one country, or even one continent, allows a company to reduce costs and economies of scale.
5) In a company that within one country, there is often resistance to ideas from outside.
6) Resistance to the way of doing things elsewhere may be even stronger if the subsidiary was previously a local company by a multinational.
7) A brand like Coca-Cola has been around a long time, and the fizzy drink market in almost every country.
8) This may seem a trivial example of ....
9) How do you brand management at a global level?
10) There is debate about whether the of international capital and multinationals are good things or not.
