2011商务英语中级口语精讲班讲义第一讲18
International Business: the importance of a global presence for a companyWith more mergers and acquisitions than ever before, I think it’s becoming quite clear that a company in the future will need to have a global presence in order to compete in tomorrow’s market place. This presence can give a company many competitive advantages.
To begin with, say, it can give access to local market knowledge, which can help avoid some very, very expensive mistakes on account of cultural conflicts. The Matsushita Firm of Japan learned this at a price, when they, without knowing the negative connotations of the word in the US, first launched their products under the brand name of “National’. Only when they switched to ‘Panasonic’ did the flat sale become brisk.
On top of that, a global presence can spread the risk of doing business. As the saying goes: Don’t put all your eggs in one basket. If a company sells to more than one market, it can survive a downturn in any one of those markets, that’s something for sure.
And if a company becomes truly global, the size of the company means it can realize economies of scale, say, in advertising or distribution or shipping.It can also move its production from country to country and take advantage of the best conditions at any given time.
So I think, all in all, when these things are taken into consideration, it’s quite clear that any company not looking to establish a global presence in the future may not have a future at all.
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