This paper discusses the greater heterogeneity and diversity in consumer and business demand that results from globalization.
Written in 2008; 1,782 words; 11 sources; APA; $ 57.95
Paper Summary:
The paper reveals that despite the talk of how "flat" the world is becoming, there is in fact a much greater heterogeneity and diversity in both consumer and business demand than ever before. The paper illustrates this with the highest growth economies of the world which includes China and India, where per capita incomes are reaching new record levels, fueling demand for highly customized products and services in the process.
Outline:
Summary
Addressing Heterogeneous Global Markets through Mass Customization
Global Heterogeneity in Content Management Systems
Summary
From the Paper:
"Despite the prevailing popular press that globalization and the "flattening" of entire countries and cultures is now in full force, there is still a high degree of variation, in fact heterogeneity, between and within cultures. This dynamic of greater differences within cultures between groups and between cultures and nations is in turn driving a much more niche-based series of strategies. Porter (74- 76) in Competitive Advantage of nations specifically defined the competitive strength of heterogeneity on a global level as a result of escalating incomes and the need for greater efficiencies in serving the unique needs of these markets."
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