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Chapter 1. Changes in global economic economy
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In this chapter, we focus on two questions:
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What are the key methods for tracking and identifying opportunities in the macro-environment?
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What are the key demographic, economic, natural, technological, political, and cultural developments?
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Analyzing Needs and Trends in the Macroenvironment
Fad:hiện tượng, phong trào “Unpredictable, short-lived and without social, economic and political significance”.
VD: Harry Potter
Trend:khuynh hướng: more predictable and durable VD: thếgiới diđộng cell phone, notebooks Megatrends: xu thế
large social, economic, political and technological changes;
slow to form but durable about 10 years or longer VD: * from labor intensive to hi-tech industry
* from Western to Eastern
* from government-driven to market-oriented economies
• Urbanization
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Given the definitions for fads, Given the definitions for fads,
trends, and megatrends presented in trends, and megatrends presented in the text, how would you define
the text, how would you define your your online activities? Can you identify online activities? Can you identify an online trend that is likely
an online trend that is likely to grow into a megatrend?
to grow into a megatrend?
l The substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth of world trade and investment, especially tripolar trade (North America, Western Europe, Far East)
l The movement of manufacturing capacity and skills to lower cost countries.
l The rising economic power of several Asian countries in world markets.
l The rise of trade blocks such as the European Union and NAFTA
Identifying and Responding to the Major
Macroenvironment Forces
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l The severe debt problems of a number of countries, along with the increasing fragility of the international financial system.
l The increasing use of barter and countertrade to support international transactions.
l The move toward market economies in formerly socialist countries along with rapid privatization of publicly owned companies.
l The rapid dissemination of global lifestyles.
l The gradual opening of major new markets, namely China, India, eastern Europe, the Arab countries, and Latin America.
Identifying and Responding to the Major Macroenvironment Forces
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l The increasing tendency of multinationals to transcend their locational and national characteristics and become transnational firms.
l The increasing number of cross-border corporate strategic alliances–for example, MCI and British Telecom, and Texas Instruments and Hitachi.
l The increasing ethnic and religious conflicts in certain countries and regions.
l The growth of global brands in autos, food, clothing, electronics.
Identifying and Responding to the Major
Macroenvironment Forces
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Demographic Environment
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Worldwide Population Growth
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Population Age Mix
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Ethnic and Other Markets
Quá trình hội nhập kinh tế thế giới của Việt Quá trình hội nhập kinh tế thế giới của Việt Nam đã tạo ra những cơ hội và thách thức Nam đã tạo ra những cơ hội và thách thức nào cho các doanh nghiệp sản xuất trong nào cho các doanh nghiệp sản xuất trong nước?
nước?
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Educational Groups
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Household Patterns
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Geographical Shifts in Population
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From a Mass Market to Micromarkets
Identifying and Responding to the Major Macroenvironment Forces
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Economic Environment
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Income Distribution
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Savings, Debt, and Credit Availability
Identifying and Responding to the Major
Macroenvironment Forces
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Natural Environment
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Shortage of Raw Materials
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Increased Energy Cost
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Anti-Pollution Pressures
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Changing Role of Governments
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Technological Environment
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Accelerating Pace of Change
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Unlimited Opportunities for Innovation
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Varying R&D Budgets
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Increased Regulation of Technological Change
Identifying and Responding to the Major
Macroenvironment Forces
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Political-Legal Environment
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Legislation Regulating Business
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Growth of Special-Interest Groups
l Consumerist movement
Identifying and Responding to the Major Macroenvironment Forces
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Social-Cultural Environment
l Views of themselves
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Views of others
l Views of organizations
l Views of society
l Views of nature
l Views of universe
Identifying and Responding to the Major
Macroenvironment Forces
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High Persistence of Core Cultural Values
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Existence of subcultures
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Subcultures
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Shifts of Secondary Cultural
Values Through Time
