Theodore Levitts The Globalization of Markets - Free Essay Example

In The Globalization of Markets, Theodore Levitt proposed that firms must adopt a homogenised approach to marketing in order to succeed in the international market. Discuss this view, drawing on relevant organisations/products in order to support your points. Theodore Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s The Globalization of Markets, published in 1983, is considered in retrospect to be flawed. Yet it remains one of the most widely-read papers among business managers and students. A number of Harvard Business School seminars continue to make it required reading (Tedlow et al 2003: 20). The paper puts forward several theories: the most often cited is the suggestion that homogenisation of approach to global markets is required for success. However, a homogenous approach may suffer from insensitivity to local markets and fail to meet consumer requirements. However, Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s theory is more complex than it first appears. It will be argued that certain levels of homogenisation can bring economies of scale, particularly if developed with a knowledge of cultural similarities as well as differences. Its other arguments continue to be persuasive: Levitt argues that the perceived requirements of consumers may change according to the features and pricing of other offers. Furthermore he acknowledges that the macroenvironment is not a constant, and that there will be tim es when homogeneity is not viable. The changes in the global market since 1983 are considerable and continue to develop, yet Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s paper still has much to offer todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s business managers. At the time Levitt was writing The Globalization of Markets, the global political situation was very different from today. The two most powerful nations were the US and the former USSR, which was still Communist, as was much of Eastern Europe. The Cold War tension between the West and Communist nations was still high. The Internet would not begin to become a commercial tool to any great degree until the mid-1990s. Penetration of computers for business and domestic use was still low. Business documents were typically produced on typewriters, some models of which had basic word-processing capabilities. Faxes were taking over from telex machines which had been around since the 1920s. Mobile phones were heavy, suffered from poor coverage and were not widely us ed. The resulting situation was a world where communications over long distances were often difficult, and where 32% of the population lived under Communism and was simply not a target market because of the very minimal levels of international trade with Communist nations (Tedlow et al 2003:10). When Levitt discusses globalisation, therefore, it is in the context of a far smaller market than today. Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s paper was positioned to be provocative: à ¢Ã¢â€š ¬Ã…“He does not offer a tenstep programà ¢Ã¢â€š ¬Ã‚ ¦Instead he shouts: à ¢Ã¢â€š ¬Ã‹Å"Wake up!à ¢Ã¢â€š ¬Ã¢â€ž ¢Ãƒ ¢Ã¢â€š ¬Ã‚  (Tedlow et al 2003: 14). He asserts that à ¢Ã¢â€š ¬Ã…“Companies that do not adapt to the new global realities will become victims of those that doà ¢Ã¢â€š ¬Ã‚  (Levitt 1983: 102). Levitt begins by outlining the difference between the international and global approaches. International organisations adjust operations for each country in which they have a commercial presenc e. The global organisation, on the other hand, does not use differentiation: à ¢Ã¢â€š ¬Ã…“It sells the same things in the same way everywhereà ¢Ã¢â€š ¬Ã‚  (ibid: 92). Levitt cites global brands à ¢Ã¢â€š ¬Ã¢â‚¬Å" Coca-Cola and Pepsi, Revlon, McDonalds, Sony, Levi jeans à ¢Ã¢â€š ¬Ã¢â‚¬Å" as examples of success without tailoring products to specific markets (ibid:93). He does not rule out digressing from the route of standardisation, but stresses that this must only occur when absolutely necessary, and a return to standardisation should be the objective (ibid: 94): standardisation has cost efficiencies enabling global companies to compete with local suppliers (ibid: 94) Levitt recognises barriers to trade such as taxes on imports but argues that the situation is constantly changing (ibid: 99). Levitt argues that it is wrong to assume that the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s expressed needs must be met (ibid). While consumers may have a preference regarding their ideal product, many prefer to compromise on features in favour of a lower-priced item. Levitt demonstrates this through a case study of Hoover: market research showed that German consumers liked high specification washing machines, and so Hoover targeted the market with such machines, charging an appropriately high price. However, Italian washing machines, at a much lower specification, and a much lower price, gained favour with the German market to Hooverà ¢Ã¢â€š ¬Ã¢â€ž ¢s cost (ibid: 96-98). Hoover shows à ¢Ã¢â€š ¬Ã…“the perverse practice of the marketing concept and the absence of any kind of marketing imagination let multinational attitudes survive when customers actually want the benefits of global standardisationà ¢Ã¢â€š ¬Ã‚ ¦It asked people what feature they wanted in a washing machine rather than what they wanted out of lifeà ¢Ã¢â€š ¬Ã‚  (ibid: 98) To summarise, Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s key ideas are (1) that homogenisation is more cost efficient, and (2) that consumers will of ten accept a lower-cost product with fewer features rather than a more expensive item tailored to a local market. He argues that established marketing practice must be approached in more imaginative ways for real business benefits. Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s ideas can be considered in the context of various pertinent marketing concepts and theories. Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s approach can be considered in terms of marketing mix using the 4 à ¢Ã¢â€š ¬Ã‹Å"Pà ¢Ã¢â€š ¬Ã¢â€ž ¢s: product is homogenised, designed to have wide general appeal without offering features that are only relevant to a specific market segment. price is low place is not considered promotion is barely considered Product As will be seen in the following sections, the successful global brands cited by Levitt as taking a homogenised approach to the global market do not demonstrate strict adherence to and success with his recommendations. McDonaldsà ¢Ã¢â€š ¬Ã¢â€ž ¢ homogenisation strategy has not been universally successful: as it opened up operations in South Africa in the 1990s, its focus on beef surprised local managers. The main market sector of local black consumers favoured chicken because it was cheaper than beef. Beef was the preference of white consumers. Local competitors acknowledged and used these market segment characteristics to their advantage (Kotler et al 1999: 183). Samsungà ¢Ã¢â€š ¬Ã¢â€ž ¢s successful approach to the global market has focused on high specification and high price to grow its market share. Its UK market share grew from 2.6% in 2000 to 155 in 2003, and climbed from 4th in the worldwide market in 2002 to 3rd in terms of unit sales and 2nd in terms of revenues the f ollowing year (Lee et al 2004: 12). Samsung has also decentralised its design departments, placing them in the US, UK and Japan to cater better for local tastes, but the design and other departments maintain the Samsung brand consistently in all markets. This demonstrates a combination of homogenisation and differentiation. The mobile phone market has characteristics that make it difficult to adopt a completely homogenised approach to achieve success globally. The Japanese markets typically adopt new technology 2 to 3 years ahead of their European counterparts, and this has been one of the reasons that Vodafone has struggled to perform in Japan and has now exited the market. While the company was able to learn from the Japanese market and use this knowledge to perform well in other countries as they à ¢Ã¢â€š ¬Ã‹Å"caught upà ¢Ã¢â€š ¬Ã¢â€ž ¢, Japanese firms appear to have been better positioned and able to capitalise on the understanding of their domestic market. With many mar kets reaching saturation point for mobile phone ownership, the focus has moved to encouraging consumers to purchase new phones, which compete on functionality (most recently colour screens, cameras and digital music file capabilities) and/or creating a design trend (Motorolaà ¢Ã¢â€š ¬Ã¢â€ž ¢s Razr has successfully achieved this, assisted by bringing out the phone in a range of different colours). Phone purchases are subsidised by network operators who prefer consumers to buy phones with high levels of functionality as this increases their use of them and hence the revenues generated. The iPod is another example of a product which is achieving global dominance through a design which is becoming iconic. It is not the cheapest digital music player, nor does it have as high a specification as some similarly-priced players, yet in the UK, 44% of MP3 players are iPods (XTN 2006: 3) The iPod is a global product, at least in those markets where individuals have the disposable income to purchase one and the technology to transfer audio files to it. Tailoring the product is not necessary, although the iTunes website, providing downloads for the device, is limited by national copyright legislation in the countries where it operates. French MPs recently voted that downloads from iTunes and other similar sites must be compatible with all MP3 players, presenting a further challenge to homogenisation for iTunes: it is anticipated it will pull out of the French market (Chrisafis et al 2006). Price The most notable departure from Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s advocated approach by his global brand examples is on price. Coca-Cola, Pepsi, Levis and Sony are premium brands which have, for many years, competed with lower-priced local brands with similar features and functions. The importance of the global brandà ¢Ã¢â€š ¬Ã¢â€ž ¢s value, recognised by leading contemporary theorists (Lagace 2003), cannot be underestimated, yet its value is arguably diminishing (ibid). McDonaldsà ¢Ã¢â€š ¬Ã¢â€ž ¢ pricing strategy varies from market to market. In the UK, for example, its products are cheaper than many of its competitorsà ¢Ã¢â€š ¬Ã¢â€ž ¢. In the Czech Republic a Big Mac costs the equivalent of $2.60 at January 2006 exchange rates, much lower than the $3.15 US (domestic) price. (www.economist.com/markets/bigmac/displayStory.cfm?story_id=5389856). However, in respect of the local market, it is a premium-product: if the price is considered in relation to average salary, the Czech price i s the equivalent of a US consumer paying $12, and other restaurant/fast food options are often cheaper (www.czechpoint101.com/costofliving.html). Place While Levitt does not consider place of sale, his theories can nevertheless be applied to sales channels. Homogenisation enables operations such as distribution to be standardised, potentially reducing costs. While it might be assumed that local retail practices should be adhered to in order to compete with local products, this may not be the case. Dell, for example, reduces costs through not having retail outlets in a market where many of its competitors do. While the internet may have given a competitive edge to some businesses because of reduction of overheads, traditional retailers are moving into multiple platform selling, with high street stores and websites reinforcing brand and providing a tangible element that some consumers find reassuring: Madslien (2005) cites research by Deloitte showing that for Christmas shopping in the UK, the websites of high street retailers were the most popular. However, this economy is dependent on the market having access to the Internet sa les platform. Ryanairà ¢Ã¢â€š ¬Ã¢â€ž ¢s experience demonstrates the difficulties of regional internet sites, let alone global sites. Its website is identical for each European country in which it operates, but because many East Europeans do not use credit cards and Internet penetration is lower than in Western Europe (Economist 2004: 69), sales have been compromised. This shows how homogenising sales channels to cut costs can be an unsuccessful strategy. Promotion Promotion can be homogenised but may prove less effective in some countries as a result. For example, magazines are more popular in Italy than in Austria (Kotler et al 1999: 214), so can achieve much greater penetration. Homogenised approaches require localised research beforehand to be effective, particularly with product names, which can translate badly. For example, the Nova car had disappointing sales in Spain, where Nova translates as à ¢Ã¢â€š ¬Ã‹Å"doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t goà ¢Ã¢â€š ¬Ã¢â€ž ¢ (MarcousÃÆ' © et al 2003: 38). For a domestic brand which subsequently looks to expand into a wider market, a change of name may be necessary to take advantage of economies of scale in production and marketing, but can weaken the brandà ¢Ã¢â€š ¬Ã¢â€ž ¢s identity in the market in which the change is made if it is already established there. Kotler et al suggest an approach which has echoes of Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s theories but is less uncompromising, and can enable homogenised promotion. They define global marketing as à ¢Ã¢â€š ¬Ã…“concerned with integrating or standardizing marketing actions across a number of geographic marketsà ¢Ã¢â€š ¬Ã‚ , advocating a departure from the standard where a local market demands it, but maintaining consistency to as great a degree as possible. They suggest focusing on similarities: this requires a great deal of local knowledge of markets, but rather than using that to tailor a campaign for one area, it is used to produce a promotional strategy for a wider geographical area (Kotler et al 1999: 185). This approach enabled Gillette to promote the Sensor razor by finding three characteristics of concern to shavers in all global markets à ¢Ã¢â€š ¬Ã¢â‚¬Å" closeness, safety and comfort à ¢Ã¢â€š ¬Ã¢â‚¬Å" and using these as the basis for the message in a highly successful promotional campaign (ibid: 211). While it is frequently argued that cultural differences mean that promotion and the should be tailored to each countr y that an organisation operates in, Dahl argues that research into cultural differences and advertising shows a bias, with researchers comparing countries which are specifically selected because of their differences, rather than investigating similarities (2004: 22). Additionally, he notes that research covering advertising looks at advert content rather than consumer response to content (ibid: 21). However, there are advantages if homogenisation is viable: Silk et al identify a cost advantage of 1% to 2% through economies of scale serving both the domestic and overseas markets in marketing and advertising agencies (2003:2): this may seem little, but costs may run into billions for the larger agencies, and the aim is for a margin of 15% (ibid: 38) Porterà ¢Ã¢â€š ¬Ã¢â€ž ¢s Five Forces Theory Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s model gives limited consideration to the various factors that may help or hinder organisations in any market, and these are no less applicable to organisations with the capacity to trade globally. Porter (1979) looks at five areas influencing a business: supplier power, buyer power, degree of rivalry, threat of substitutes and barriers to entry. To these can also be added barriers to exit, collusion (e.g. between competitors) and strategic alliances, and several of these aspects are of particular relevance here. Global operations require certain supply strategies. As the scale of operations is larger, there is increased likelihood that one supplier will not be able to service all demand from the organisation, yet having a number of suppliers is likely to reduce economies of scale and requires additional administration and negotiation, adding to costs. Minimising costs is core to Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s model. Using one or two larger suppliers may redu ce costs, but increases risk as if one supplier has difficulties, it impacts on a far larger proportion of production. The trend in recent decades has been for global businesses to source as well as supply globally. There has been a particular preference for developing manufacturing capacity in low wage areas in order to keep costs down. This also helps global organisations compete with local businesses. However, there have been growing concerns among consumers regarding ethics and corporate social responsibility. Gap and Nike have acknowledged issues with the labour conditions at some of their suppliers (ETI 2005: 3) and have sought to improve these. Although this may appear to increase costs, products tend to be of higher quality because workers are less tired (ibid: 4), and suppliers are more likely to be delivered on time (ibid). This helps improve efficiency in distribution and creates savings in other areas. Additionally, it helps reduce the risk of consumer backlash, which Nike in particular suffered from in the late 1990s (Klein 2000:377). Boycotts of brands perceived to be ethically unsound demonstrate the power of the buyer. When Levitt suggests that consumers will compromise on features in order to buy goods at a lower price, it might be assumed that the global business is in the position to dictate to the market what products it will buy. The observations regarding Hoover actually reflect a more complex relationship between product and buyer, relating to a perception of whether the cost per benefit reflects value. The supermarket model raises several issues with regard to Levitt. The first is the establishment of global supply chains, not only to compete with local producers in foreign markets, but also to compete in domestic markets by undercutting local producers. Organisations such as Wal-Mart in the US and Tesco in the UK have sought to establish global supply chains to reduce costs while originally operating in the domestic market. Bo th have subsequently moved to operate globally, with Tescoà ¢Ã¢â€š ¬Ã¢â€ž ¢s overseas sales rising 13% in 2005 (Fletcher 2006). The second issue is the extent to which a homogenised supermarket model can be exported, and there is a strong argument for tailoring to a specific market in areas such as food, which is an integral element of cultures yet varies hugely from country to country. Tescoà ¢Ã¢â€š ¬Ã¢â€ž ¢s approach is strongly localised, particularly in East Asia. Its Chinese stores are the result of a joint venture and their success can be partly attributed to the input of local partners who have helped them create an atmosphere instore that mirrors outdoor markets (ibid). A lack of success by a number of supermarkets attempting to export their UK model (Marks and Spencer in Europe, Sainsbury in the US, Tesco in France) suggests that local practices need to be incorporated into any retailing strategy. However a third issue shows adherence to Levitt principles: the acceptance by the consumer of lower specification at a lower cost. In order to prolong shelf-life, supermarkets use à ¢Ã¢â€š ¬Ã…“premature picking and over-refrigerationà ¢Ã¢â€š ¬Ã‚  (Blythman 2005: 82) leading to underripe products on supermarket shelves, but because consumers place value on the convenience of supermarket shopping and prices of many lines are cheaper than from shops who only operate locally, poorer quality produce is accepted. The consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s expectations are more complex than Levitt implies. In a summary of papers presented at Harvard Business Schoolà ¢Ã¢â€š ¬Ã¢â€ž ¢s 2003 Globalization of Markets Colloquium, Legace cites a presentation by Holt, Quelch and Taylor identifying five à ¢Ã¢â€š ¬Ã‹Å"lensesà ¢Ã¢â€š ¬Ã¢â€ž ¢ through which the consumer views global brands. Expectations of higher quality among global brands are common, particularly of those with US, European and Japanese identities, and there is also a perception that purchase global brands confers a higher status onto the consumer. These observations would seem to be at odds with the à ¢Ã¢â€š ¬Ã‹Å"basic productà ¢Ã¢â€š ¬Ã¢â€ž ¢ advocated by Levitt, and with the attempts to drive down costs by sourcing in countries where production costs are lower. Strategic alliances are not discussed by Levitt, and may be key to an operator moving into a global market. Samsungà ¢Ã¢â€š ¬Ã¢â€ž ¢s initial venture into the US demonstrates a tailored, internationalist approach. The company worked with Sprint to develop jointly-branded phones as part of a $600m, 3 year contract signed in 1996 (Lee et al 2004: 10). This leads onto the issue of entry into a market. Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s paper appears to be more applicable to organisations that already have a presence in a number of markets. For those expanding from a domestic market into global supply, the creation of the necessary infrastructure will require significant levels of investment. Kotler identifies three main methods of approach to entering foreign markets: exporting, joint venturing and direct investment (1999: 204-208). Exporting is the simplest, as many of the functions remain in the organisationà ¢Ã¢â€š ¬Ã¢â€ž ¢s home country. However, this may involve higher production costs than competitors in the foreign market. Use of intermediaries may help smooth the initial move into a market, but adds a link to the distribution chain, and hence adds a cost. Joint venturing moves more of the operation into the foreign market enabling an organisation to utilise local knowledge more effectively, but reduces control. Direct investment involves setting up operations in a foreign country, but requires a large amount of investment. Direct investment could mean a more tailored approach in a particular market, which conflicts with Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s suggestions, but could also be part of a global supply network built by an organisation that helps reduce costs. Levitt does appear to conflict wit h Porter on the issue of differentiation. By focusing on reduced specification products that compete on price, an organisation increases the ease with which a competitor can produce a similar item. A cost-based strategy assumes that competitors are inefficient (Hammonds 2001), and relying on competitor ineptitude is risk-laden à ¢Ã¢â€š ¬Ã¢â‚¬Å" Porter is particularly critical of Internet-based companies who take this approach (2001: 72). He also emphasises differentiation and acceptance that the offer may not appeal to the whole market, but that there should not be compromise to appeal to a wider market base (Hammonds 2001). Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s advocated approach appears to compromise on product to appeal to the widest possible market. Further Areas to Consider The Globalization of Markets functions primarily as a short article suggesting that businesses rethink accepted ways of operating, and does not try to speculate on future developments, other than to argue that those ignoring its advice will struggle to compete against those who take Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s ideas on board (Levitt 1983: 102). It is inevitable that in a changing world, various factors have come into play which define new issues for the global operator. Levitt does not consider the possibility of reactions against globalisation (Tedlow et al 2003: 27). These can in turn lead to opportunities for businesses catering for specific markets. An example is Mecca Cola (Murphy 2003), a product developed in France targeted at Muslims not wishing to drink US brands, and which is now sold in the Middle East, Europe, Africa and some parts of the Americas. Research by Weber Shandwick in 2003, found that the US were boycotters as well as boycotted, with 43% of US consumers surv eyed saying they were less likely to buy French products because of lack of support from France for the Iraq invasion (www.webershandwick.com/newsroom/newsrelease.cfm/contentid,9047.html). An important element of cost structure for globalisation is not covered by Levitt, but is evident in Sharmaà ¢Ã¢â€š ¬Ã¢â€ž ¢s description of local Indian brands competing with global brands. Sharma (2004: 6) identifies Nirma as the leading detergent brand in India, due to its pricing strategy. A low-cost model operated in all the businessà ¢Ã¢â€š ¬Ã¢â€ž ¢s areas providing à ¢Ã¢â€š ¬Ã…“adequate quality at affordable pricesà ¢Ã¢â€š ¬Ã‚ . Nirma holds companies producing ingredients for its products, helping keep its costs down. It has provided strong competition for Hindustan Lever, part of the global Lever operation, although Lever dominates due to its extensive product portfolio. The discussion above suggests that the application of Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s theories is relevant to man y businesses to some degree. Certain markets seem more suited to homogenisation than others, but there is a strong argument for a carefully considered approach. Kotler et al cite 1982 research identifying the main factors underlying a marketà ¢Ã¢â€š ¬Ã¢â€ž ¢s potential: these are demographics, geography and economic factors (1999: 203). Yet the examples discussed suggest that equally important is consideration of cultural similarities between different markets. It may be more viable to open markets in a number of countries where economies of scale are possible because of similarities between them, rather than to focus on characteristics of a country in isolation from other markets. While the message of Levittà ¢Ã¢â€š ¬Ã¢â€ž ¢s article at first seems an extreme call to operate in the same way in all markets, its core ideas, if adapted according to the needs of businesses, can deliver greater profitability and efficienty. There are two important lessons for business managers: Recognition of the flexibility of the consumer to consider alternatives This may involve relatively detailed assessments of the importance of different characteristics to a market, and how much value is attached to each The possibility of homogenising at least some areas of global operation Through analysis, identifying similarities rather than focusing on differences can provide a streamlined operation Where the article fails is in the lack of identification of a homogenised global brand using a low-cost strategy à ¢Ã¢â€š ¬Ã¢â‚¬Å" but, it could be argued, successful global brands with premium prices enjoy increased margins and may be more profitable. Word count: 3929 Blythman J (2005) Shopped: The Shocking Power of British Supermarkets (Harper Perennial, London) Bordo M, Eichengreen B and Irwin D (1999) Is Globalization Today Really Different from Globalization a Hundred Years Ago? Paper for Brookings Trade Policy Forum, Washington DC, April 1999 at 66.249.93.104/search?q=cache:LOo9hm7hZHcJ:www.econ.berkeley.edu/~eichengr/research/brooking.pdf+is+globalization+today+really+different+fromhl=engl=ukct=clnkcd=2 Chrisafis A and Marriner C (2006) French MPs say song downloads must work on any player in The Guardian 22/03/2006 Dahl S (2004) Cross-cultural advertising research: What do we know about the influence of culture on advertising? (Middlesex University) Day J (2003) à ¢Ã¢â€š ¬Ã‹Å"Protestà ¢Ã¢â€š ¬Ã¢â€ž ¢ drinks range targets Muslims in The Guardian 23/04/2003 De Cock C and Jeanes E (2005) Questioning Consensus, Cultivating Conflict in Journal of Management Enquiry 14 (4) Drach D (1999) Globalization: Is There Anything to Fear? Centre for the Study of Globalisation and Regionalisation, Warwick University Working Paper no. 23/99 Economist (2004) Spreading wings Unattributed article in The Economist 15/05/04 p69 Engel C (2002) European Telecommunications Law: Unaffected by Globalisation? in Basedow J, Baum H, Hopt K, Kanda H and Kono T Economic Regulation and Competition. Regulation of Services in the EU, Germany and Japan (European Business Law Practice Series 18) The Hague 2002, 219-251 ETI (2005) Bridging the gap between commercial and ethical trade agendas Ethical Trading Initiative Briefing Paper No. 5 at www.ethicaltrade.org/conf2005 Fletcher R (2006) Turtles and toads boost Tesco in The Sunday Times 05/03/2006 Gereffi G (2002) Outsourcing and Changing Patterns of International Competition in the Apparel Commodity Chain Paper presented at conference on Responding to Globalization: Societies, Groups and Individuals, Colorado April 2002, initially prepared as a background paper for UNIDOà ¢Ã¢â€š ¬Ã¢â€ž ¢s World Industrial Development Report 2001 www.colorado.edu/IBS/PEC/gadconf/papers/gereffi.html Ghemawat P (2001) Distance Still Matters: The Hard Reality of Global Expansion in Harvard Business Review (September 2001) 137-147 Hammonds K (2001) Michael Porterà ¢Ã¢â€š ¬Ã¢â€ž ¢s Big Ideas Interview in Fast Company March 2001 p150 Hofstede G (1991) Cultures and Organizations HarperCollinsBusiness, London JovanoviÃÆ'„à ¢Ã¢â€š ¬Ã‚ ¡ M (2003) Spatial Location of Firms and industries: An Overview of Theory UN Economic Commission for Europe, Geneva Klein N (20 00) No Logo (Flamingo, London) Kotler P, Armstrong G, Saunders J and Wong V (1999) Principles of Marketing 2nd European Edition (Prentice Hall Europe, London) Lagace M (2003) Peeling Back the Global Brand at Harvard Business School Working Knowledge hbswk.hbs.edu/pubitem.jhtml?id=3541sid=-1t=special_reports Lee B-Y and Lee S-J (2004) Case Study of Samsung Mobile Phone Business KDI School of Public Policy and Management Working Paper 04-11 Levitt T(1983) The Globalization of Markets in Harvard Business Review May/June 1983 pp92-102 Madslien J (2005) Online Christmas shopping soars 15/12/2005 at https://news.bbc.co.uk/1/hi/business/4532142.stm MarcousÃÆ' © I, Gillespie a, Martin B, Surridge M and Wall, N (2003) Business Studies 2nd Edition (Hodder Arnold, Oxon) Mitchell A (2003) Why Ted Levitt wasnà ¢Ã¢â€š ¬Ã¢â€ž ¢t wrong about globalisation in Marketing Week, June 2003 Murphy V (2003) Mecca Cola challenges US rival BBC News Online 08/01/2003 news.bbc.co.uk /1/hi/world/middle_east/2640259.stm Porter M (1979) How Competitive Forces Shape Strategy in Harvard Business Review March/April 1979 Porter M (2001) Strategy and the Internet in Harvard Business Review March 2001 Sharma S (2004) Onslaught of Global Brands: Indian Brands Fight Back! 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My Dad Was Diagnosed With Type 2 Diabetes - 1063 Words

My Dad was diagnosed with type 2 diabetes when he was only 39 years old. â€Å"At first I was in disbelief and that I didn’t think that this would happen to me,† he recalls. Before his diagnosis, my Dad was constantly eating, and did not exercise much. His parents had developed diabetes when they entered their eighties. Considering that my grandparents and my dad have all been diagnosed with diabetes means that I run a great risk of becoming diabetic also. My Dad had experienced several early signs of diabetes that made him believe that he might be diabetic. He never felt dizzy or nauseous, but he persistently became tired, thirsty and had frequent urination. There are 79 million people, in the United States that are†¦show more content†¦Ã¢â‚¬Å"I measure my blood sugar once a day to make sure I am controlling the progress of the glucose in my body. By keeping the blood sugar level around 6.5-7.0, in the normal range, I can lead a healthier life style,† e xplains my Dad. Diabetics can also use insulin pens that report your sugar level. My Dad uses an Accu-Chek Softclix Lancet Device that obtains a drop of blood from his fingertip. He places the drop of blood on a test strip tests his blood sugar levels. Today there is a treatment called the HbA1c (glycosylated hemoglobin type A1c), which measures the average of the red blood cells’ glucose levels. This test is typically done every two to six months. This test gives an accurate indication of the average number of your blood glucose levels over the past one to three months, says Diabetes UK. The test’s main goal to lower HbA1c to a number agreed upon between you and your doctor. My Dad undergoes this treatment once every three months. My Dad takes three different types of pills, which helps his pancreas by increasing the amount of insulin. This helps break his food down better and gives him more energy. 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The discovery of diabetes came way back in 1910 when English physiologist Albert Sharpey-Schafer made the discovery of a substance that would normally beRead MoreDiabetes, The Most Common Disorder Of The Endocrine And Metabolic System1778 Words   |  8 Pagesones in many different ways. Type 2 diabetes, hypertension, Parkinson’s disease, chronic kidney disease, shingles, metastatic melanoma cancer are a few health issues that run in my family. Many of these issues are found on both my mom and dads’ side of the family meaning I could eventually end up with having some of them. If I can’t prevent them and I happen to get some of these diseases and illnesses, there are ways to treat them. Over time both of my grandparents on my dad’s side and mom’s side developedRead MoreChildren Functional Health Assessment Essay1211 Words   |  5 Pagesfulfilling expected roles (Edelman amp; Mandle, 2010, p. 173). The student was instructed to perform a family assessment. She chooses the Isaacs family to do the assessment on. Annette is 47 years old. She is a nurse practitioner, she is 5ft 5inches and weighs 290lbs. Howard is 46 years old. He is an over the road tractor trailer driver. He is 6ft tall and weighs 220 lbs. Jermaine is 18 years old and he is a student. He is 6ft 2 inches tall and weighs 330lbs. Jordan is 10 years old. He is a student asRead MoreA Brief Note On Martin Luther King Jr.1750 Words   |  7 Pagesothers?† My main goal in life is to help those around me, and if I am not helping people, I am trying to think of ways that I can. It is not like I am always trying to figure out what I can do for someone else, but the idea does pop into my h ead when I see someone in a pinch. The world would be a much better place if people actually helped each other instead of walking away. Since I was a child, I have always planned on becoming a nurse. 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Nutritional Requirements of Individuals with Dementia Essay

Understand and meet the nutritional requirements of individuals with dementia. Outcome 1 1) describe how cognitive, functional and emotional changes with dementia can affect eating, drinking and nutrition. Cognitive behaviour is dysfunctional emotions and behaviours caused by damage in brain affecting part of the brain responsible for memory and all that we learn from birth- how to talk, eat etc. This means that person with dementia can forget how important it is to eat and drink. They also may lose sense of hunger and thirst. It can become problem putting client’s health at risk. Functional change is losing ability to remember how to eat using cutlery. Instead, some people find easier to pick up food by hand, so finger food†¦show more content†¦It is important to recognise an individual’s personal and cultural preferences to food and drink as this can make people feel like they are respected and included. This will encourage individual to eat and drink, but also it will increase their emotional and physical well-being. People may have different views about foods depending on their cultural background. Providing range of familiar foods can help make individual feel at home, safe and welcomed. As well as providing nutritional value food and drink also play a significant role in culture and rituals. ForShow MoreRelatedNutritional Requirements of Individual with Dementia Essay1455 Words   |  6 Pages4222-366 Understand and meet the nutritional requirements of individuals with dementia Outcome 1 Understand the nutritional needs that are unique to individuals with dementia. 1.Cognitive means the affect that dementia has on thinking skills eg memory, understanding etc. Functional is about the ability to perform actions such as feeding themselves. Emotional is about how they feel and react eg confusion can cause distress and aggression. As dementia progresses, eating and drinkingRead MoreUnit CU1672 - Understand and meet the nutritional requirements of individuals with dementia1123 Words   |  5 PagesUnderstand the nutritional needs that are unique to individuals with dementia 1.1 - Describe how cognitive functional and emotional changes associated with dementia can affect eating drinking and nutrition: Cognitive: if cognitive ability is impaired a patient could forget to eat, or think they aren’t being fed at all as well as forgetting to drink etc, they may also leave cookers or other hot things on as they have forgotten they have put them on, Functional: They may not be able to feedRead MoreUnit Title: 366-Understand and meet the nutritional requirements of individuals with dementia.3787 Words   |  16 Pagesï » ¿Learner statement Level 3 Diploma Health and Social Care Learner Name: Queenbe Rose Losaria Unit Title: 366-Understand and meet the nutritional requirements of individuals with dementia. Learner statement Assessor Use Only- Assessment Criteria Met Learner to provide narrative under each statement of how they meet the criteria. You must provide answers to each question that allow your assessor to properly assess what work duties you are doing or what role you have within your work. 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Cognitive- People with dementia some times struggles to reconise food and drink, which is sometimes when they do not eat any food or drink but down in front of them or do not like what theyRead More The Elderly and Malnutrition Essays1694 Words   |  7 Pageschanges in nutritional needs, illness and physical limitations, food-medication interactions, depression and loneliness, and food insecurity are common causes of malnutrition in the elderly.   This paper will explore factors affecting elderly nutrition, provide suggestions for obtaining and maintaining good nutrition after age 65, and describe the services available to help the elderly meet their nutritional needs.  Ã‚        Ã‚  Ã‚  Ã‚  Ã‚   A number of factors influence the nutritional status of theRead MoreObesity : A Serious Health Condition1452 Words   |  6 Pagesmost well-known diseases; it is not caused by viruses or bacteria (Callahan 2013). However, â€Å"on an individual level, obesity is directly and indirectly associated with a plethora of other health risks† (Vallor 2013). Obesity has been linked to diabetes, heart disease, and kidney failure (Callahan 2013). While obesity is treated by the medical community with surgical options, therapy, and nutritional guidance, current obesity treatment is not adequate enough to help control the obesity epidemic becauseRead MoreElderly Nutrition1540 Words   |  7 PagesIntroduction Throughout the last decade and into the current century the older population will continue expand in size and diversity. Individual older people differ greatly from one another in their nutrient requirements and need for nutrition services. The aging individual in good health who exercises regularly and takes few medications may have nutrient requirements that are similar to those of younger adults of the same sex, build, and health status. Conversely, the chronically ill elderly adultRead MoreElderly Nutrition1532 Words   |  7 PagesIntroduction Throughout the last decade and into the current century the older population will continue expand in size and diversity. Individual older people differ greatly from one another in their nutrient requirements and need for nutrition services. The aging individual in good health who exercises regularly and takes few medications may have nutrient requirements that are similar to those of younger adults of the same sex, build, and health status. Conversely, the chronically ill elderly adult

The Impact of Zimmy free essay sample

The Impact of Zimmy Bob Dylan’s voice is pretty much gone; David Bowie described it as being â€Å"like sand and glue†, but that does not define who he is. I don’t think he’s ever tried to be somebody else; that’s the key. You see so many people of all ages and gender try to become something they are not. Unlike most people, Bob Dylan is all about having your heart, eyes and feet pointed towards your vision and striving for it regardless. That rare and unusual attitude combined with throwing chance, caution and safety in the ever changing wind is what excites and inspires me to push society’s boundaries as well as my own. As a child I never seemed to be able to create a connection to the modern â€Å"Pop music† that was taking the world by storm. I always felt that music from previous times such as the forties, fifties, sixties and seventies hit a better note and vibrated longer in my head. We will write a custom essay sample on The Impact of Zimmy or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I loved flicking through my Grandparents vinyl collection and grew a strong liking to The Beatles, Elvis and other such Rock Icons fairly quickly but it wasn’t until I heard the 1963 â€Å"Freewheelin’ Bob Dylan† album that my heart, eyes and feet were truly set into place. The lyrics in his songs have an almost magical essence to them, something I had never heard before and haven’t heard in another artist since: â€Å"He not busy being born is busy dying† (It’s Alright Ma, [I’m only Bleeding]). Writing such lyrics has to have some form of magic connected to it along with determination, of course. The way he writes is not how others write. He’s in his own artistic arena with people only trailing behind him, trying to copy his mystic, his style, his attitude. In an interview in 1964, Bob Dylan, when asked why he wanted to sing and write songs replied, â€Å"I wanted just a song to sing, and there came a point where I couldnâ⠂¬â„¢t sing anything. I had to write what I wanted to sing because what I wanted to sing, nobody else was writing† (Bob Dylan, 1964). It seems that most humans are naturally inclined to follow the pact and are afraid to diverge from societies â€Å"norms† but to be honest, why would you want to? In past history individuals who have admitted to or been found to be different have been ridiculed, teased and at the worst, discriminated. So, initially, I thought following others was the obvious thing to. I thought being a drone was the obvious thing to do. Whilst I was in Primary School in England, I remember being called a snob by my peers for listening to and singing old Jazz tunes. After trying to ignore the persistent name calling, I eventually gave up and pretended to like popular artists such as Britney Spears, whilst in public. However, after discovering Bob Dylan I realized following others was not the obvious thing to do but the easiest and less troublesome thing to do People seldom do what they believe in. They do what is convenient, then repent (Bob Dylan). A few years after the name calling incident, by which time I was fully immersed in Bob Dylan, I felt that I could express myself again. I didn’t feel afraid to show people that I was different than they were. Bob Dylan obviously didn’t want to just float through life and neither do I. I want to have structure and movement and not be confined to what is seen as correct and normal. Moreover, in the eighties, Dylan reinvented himself but not like his reinvention of the sixties from folk to rock, but to gospel which caused his reputation to fall and his career to go downhill. Instead of panicking and converting back to his old style of music like so many others would have, he did what he thought was best for himself and not for his fan base or society’s view of him. This is a prime example of how he, again, pushes himself to reach his goal no matter what external views a re stapled to his chest by society and a prime example of how I wish to hold myself in society. I too, hope to one day climb on every rung and succeed in my journey through the heat no matter the how crooked or lonesome my highway may be. My journey may not be in music or in poetry, like Bob Dylan’s but whatever road I choose to walk down I plan to face it with determination, perseverance and vision. There are so many people in this world who don’t have a road to walk on and I feel that if I don’t lead my own life and strive for my own goals and visions then the road that I have been generously given will have been for nothing. Bob Dylan has given hope and spirit back to people who thought theirs was dead. He has inspired countless amounts of artists and has made those of us who have met him (a day I will never forget!) come to appreciate him more. I admire him, I respect him and I am honoured to have this moment to express my deep appreciation for who and what he is.

Division and Classification Essay Samples

Division and Classification Essay SamplesDivision and classification essay samples are of paramount importance if you want to have a very successful grade. A good essay can land you a good grade or leave you hanging with a failing grade. The main reason for this is that the essay you write must not only be acceptable but also sound natural and appeal to the school and teacher.If you're already in school and looking for essays samples, you have come to the right place. These articles give you an insight into how to write an essay that suits the needs of the school. You can save your time, which is always a good thing.Essays can make or break a grade because it's all about getting your point across in class time. To that end, you need to be able to control the way you write your assignment so it's a good fit for the school and teacher. You'll be surprised at just how easy it is.Your essay must be original. Everyone has a take on things and unless it's clearly stated on the assignment, you should consider the assignment to be a comparison of what you've previously learned to the opinions you've formed. This means that the essay must have a structure that is clear and easily applied.You have to state your opinion on the subject, then you must cite references that support your statement and lastly you have to provide a thesis statement. A thesis statement can be more than an essay must do, it must do everything. It states the purpose of the essay, what you hope to achieve, what your purpose is and you're objective.Students love to see their opinions supported by a citation, especially if that statement was written based on some research. Remember that the professor is looking for something different from what you presented in your essay. Eventhough the instructor wants the student to follow directions, your writing will tell a story that not everyone else has seen.Research papers and class discussions may offer more options when writing your assignment, but you stil l want to make sure that it sounds good. Division and classification essay samples will walk you through each section of the assignment and explain what to write in what specific section. You can also find online guides that can guide you to give you the outline to write your own essay.Division and classification essay samples can also give you tips on how to write a good essay. These articles also offer a brief definition of the topics that are covered in the class. Always read the instructions before beginning any task because they are never clear or absolute.

The New Angle On Strong Argumentative Essay Topics Just Released

The New Angle On Strong Argumentative Essay Topics Just Released The Death of Strong Argumentative Essay Topics English language classes usually expect a lot of writing. The intent of assigning an essay to middle school students is to make awareness and permit them to develop writing skills. They must keep in mind 3 major differences. Not only that but they will be able to access their online courses and be able to follow the lecture through powerpoints. A very good persuasive argument will use the latest data and data from verified sources. Possibly the best methods to generate your paper error-free is proofreading. Anyway, direct and indirect quotes are essential to support your understanding of academic writing style. The Ugly Side of Strong Argumentative Essay Topics When you drop an argument, odds are you only used opinion to hold up your position. You first have to decide on a good topic with an argument, credible information to back up your viewpoint, a good stance on your side, and a great counter-argument to assist you sound less biased. You shouldn't jump from 1 point to another. You have to express two distinct points of view and make entirely different conclusions as for the topic you have decided on. An amazing conclusion will summarize all data that has happened in the report and use it in order to give one final reason why you need to join our side. You must find the research to show your opinion is the right view of the topic. It's not sufficient to pick a topic which everybody agrees on. When you are requested to decide on a great topic for your argument, start with something you're familiarized with. Many people have a tendency to compose weak arguments since they don't know how to compose a compelling argument. In choosing your topic, it's frequently a good concept to start with a subject which you already have some familiarity with. As soon as you create the essay outline, you're going to get the notion of claims you're likely to make, then begin researching to locate enough evidence to support them. For instance, there isn't any way you're able to argue on the subject of whether humans walk on two legs because it is a known fact with no attached debate. There's, clearly, a limit on the variety of pages even our very best writers can produce with a pressing deadline, but usually, we figure out how to satisfy all the clients seeking urgent assistance. The purpose is to wind up getting fewer people to smoke. The first thing you're likely to have to do is to choose a topic that has more than one clear side. Even in the event the deadline is truly tight, feel free to get hol d of our managers. The Downside Risk of Strong Argumentative Essay Topics It's better to guarantee to put in writing the full essay in keeping with the argumentative essay matter. Now you know how to make the argumentative essay outline correctly, you're prepared to begin working on your assignment. You have to have skills to compose a fantastic essay. Successful completion of the essay is dependent upon your capacity to create the essay outline correctly. You may continue to keep your argumentative essays for your upcoming job portfolio in case they're highly graded. To make the process simpler for you, we've got an argumentative essay outline sample to steer you through your essay. You've got an option to select one of the greatest topics for argumentative essay from our list! At the conclusion of these list, you are going to discover links to a variety of argumentative paragraphs and essays. Normally, it doesn't include references and quotes in it. Only use what's pertinent to your topic. Therefore, the topic ought to be debatable! You will probably locate a different and fantastic topic you will love to write about. Picking an emotional topic is also a superb idea.

Types of Essay Samples

Types of Essay SamplesIn order to write a successful critical essay, you will need to know the different types of samples that can help you in your writing. The different types of samples that are available to you include essay samples, dissertations, research samples, and even sample essays. Knowing which of these samples to use can make the difference between making good grades or dropping out of college. Although there are many different types of samples that you can use to help you write your essay, it is important that you understand what they mean so that you can put your best foot forward in your writing.Critical essay samples are typically not a group of documents that are similar. Instead, these samples are documents that contain examples of academic writing. This type of writing includes essays, dissertations, research papers, and even thesis papers. These types of essays are great examples of how to write an essay and demonstrate the skill level that you possess in your wr iting. It is important that you look at these samples as examples so that you will understand how to create academic writing that is good.Some of the essay samples that you can use can be from online sources. Some of these examples can include data tables, where the reader can look at the information as they read through the document. However, it is also possible to find essay samples from professional organizations such as universities, colleges, and other educational institutions.Some of the essay samples that you will find include samples of research papers. Many research papers require some type of dissertations. However, a person will have to take their time when looking for the right types of papers to use in their dissertations. Therefore, it is important that they look for samples that have already been done.Most of the academic writing that is going on at a university or other school today involves dissertations. Therefore, it is essential that the student has a good idea o f what types of dissertations to look for. It is also helpful if the student reads about dissertations so that they can better understand the process. The more that they understand about the process, the better they will be able to take care of the essay writing.There are also many different types of samples that are used in research. When a student is doing research, they will find that they will need to take the time to get their information organized. Therefore, it is essential that they know the different types of documents that are needed.Most of the research samples that are found on the internet involve one piece of paper that is done on a computer. When the student is trying to look for writing samples that are used in research, they will have to take some time to look through the internet for different types of research papers. Usually, these research papers are written for graduate students who are writing dissertations for their thesis. Therefore, it is important that the student looks for these samples from professional sources to make sure that they know how to write their dissertations.When looking for essay samples, one will find that there are many different types of these samples. It is important that the student understands that there are different types of documents that can be used in different parts of the writing process. Knowing how to put these different types of samples together will allow the student to be successful in their academic writing.