Chapter 7
Globalization
Contents
1. Warm up
2. Term Study
3. Outline of The Texts
4. Discussion
5. More Information
1. Warm up
An Introduction
When compared with the demands of Asia’s
changing competitive environment, the
limitations of Western multinationals’
existing base in Asia typically lie in three
areas: the “long, thin arm” problem, lack of
cross-border integration with Asia, and the
belief that it is sufficient to “think global
and act local.”
1. Warm up
Warm-up
questions
Text A
Text B
Foreign Language Teaching and Research Press
1. Warm up
Text A
“Consumers wanted to be treated as
individuals and to feel that the companies
cared about them, recognized their needs
and understood what makes their
community unique.”
Suppose the above statement is true, what
strategies should multinationals take to
cater to the needs of different
consumers in different countries?
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1. Warm up
Text A
“Think global, act local” has been taken
as a rule or principle for doing global
business. What is your understanding of
this principle?
Have you ever heard of another principle
of “think local, act global”?
Text A:
terms
Text B:
warm-up
Foreign Language Teaching and Research Press
1. Warm up
Text B
There are opponents against and
supporters of globalization from all the
aspects: economic, political, cultural, etc.
List out the possible reasons for the two
different attitudes towards globalization.
How much have you experienced
globalization in China?
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2. Term Study
Important
terms
Text A
Text B
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Research
2. Term Study
Text A
Globalization (From Wikipedia)
Globalization describes an ongoing process by
which regional economies, societies and cultures
have become integrated through a globespanning network of exchange. The term is
sometimes used to refer specifically to economic
globalization: the integration of national
economies into the international economy
through trade, foreign direct investment, capital
flows, migration, and the spread of technology.
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2. Term Study
Text A
Globalization
经济全球化是一个历史过程：一方面在世界范围内
各国、各地区的经济相互交织、相互影响、相互融
合成统一整体，即形成全球统一市场；另一方面在
世界范围内建立了规范经济行为的全球规则，并以
此为基础建立了经济运行的全球机制。在这个过程
中，市场经济统一天下，生产要素在全球范围内自
由流动和优化配置。因此，经济全球化是指生产要
素跨越国界，在全球范围内自由流动，各国，各地
区相互融合成整体的历史过程。
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2. Term Study
Text A
Growth Market
增长市场：指发展中市场，成长型企业市场。 (与萧条
市场Flat Market相对应)
Product Development 产品开发
New product development (NPD) refers to the
complete process of bringing a new product or
service to market. There are two parallel paths
involved in the NPD process: one involves the idea
generation, product design, and detail engineering;
the other involves market research and marketing
analysis. (From Wikipedia)
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2. Term Study
Text A
Supply Chain Management
Supply chain management (SCM) is the
management of a network of interconnected
businesses involved in the ultimate provision of
product and service packages required by end
customers (Harland, 1996). Supply Chain
Management spans all movement and storage of
raw materials, work-in-process inventory, and
finished goods from point of origin to point of
consumption (supply chain).
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2. Term Study
Text A
Supply Chain Management
供应链管理：供应链是一个网络，即自主或半自主的
企业实体构成的网络，这些企业实体共同负责与一类
或多类产品相关的采购、生产并最终将产品送达客户
等各项活动；从运行机制来看，供应链是一个过程，
即根据顾客订单，通过原材料供应、存储、产品生产、
产品送达顾客的一个物品的移动过程。供应链中存在
着三个流：物资流、资金流和信息流。其中物资流从
上游向下游流动，资金流从下游向上游流动，而信息
流的流动则是双向的。这三种流贯穿了企业的全部活
动。供应链既存在于制造行业，也存在于服务性行业。
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2. Term Study
Text A
Logistics Management
物流管理：是以满足客户需求为目的，对产品、服务
和相关信息从生成点到消费点的有效率和有效果的正
向和逆向流动和储存进行计划、执行和控制部分的供
应链过程。物流管理活动，主要包括内向和外向运输
管理、车队管理、仓储、物料处理、订单完成、物流
网络设计、存货管理、供应/需求计划和第三方服务供
应商管理。在不同程度上，物流功能也包括外包和采
购、生产计划、包装、组装和客户服务。物流管理是
一个综合的功能，他对所有物流活动与包括营销、销
售、生产、财务和信息技术在内的其他功能进行协调
和优化。
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2. Term Study
Text A
Marketing Campaign 市场营销活动
Market Share 市场份额
是一个企业在某一时期某一市场的产品或服务的销售
量占这类产品或服务在同一时期总销售量的比例。
Internal Customer
内部顾客/企业内部客户/下游工程或部门：相对于外
部客户或顾客(External Customer)而言，是指得到你
的产品或服务的公司同事。如果你是设计师，工程师
就是你的内部客户；如果你是工程师，厂长就是你的
内部客户。
Text A:
outline
Text B:
terms
Foreign Language Teaching and Research Press
2. Term Study
Text B
Capital Market
A capital market is a market for securities (both
debt and equity), where business enterprises
(companies) and governments can raise long-term
funds. It is defined as a market in which money is
lent for periods longer than a year, as the raising
of short-term funds takes place on other markets
(e.g., the money market). The capital market
includes the stock market (equity securities) and
the bond market (debt). (From Wikipedia)
Foreign Language Teaching and Research Press
2. Term Study
Text B
Capital Market
Capital markets consist of the primary market and
the secondary market. The primary markets are
where new stock and bonds issues are sold (via
underwriting) to investors. The secondary
markets are where existing securities are sold
and bought from one investor or trader to
another, usually on a securities exchange, over the
counter, or elsewhere.
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2. Term Study
Text B
Capital Market 资本市场
是金融市场的一个主要环节，主要功能是提供长期资
金和流动渠道，周期通常为一年以上。资本市场主要
包括股票市场及债券市场。资本市场特点主要有：
1、融资期限长：至少在1年以上，也可以长达几
十年，甚至无到期日。
2、流动性相对较差：在资本市场上筹集到的资金
多用于解决中长期融资需求，故流动性和变现性相对
较弱。
3、风险大而收益较高：由于融资期限较长，发生
重大变故的可能性也大，市场价格容易波动，投资者
需承受较大风险。
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3. Outline of The Texts
Outline
Text A
Text B
Foreign Language Teaching and Research Press
3. Outline of The Texts
Text A
Part I Limitations of Western multinationals’
existing base in Asia
The “long,
thin arm”
problem
Lack of
crossborder
integration
within
Asia
The
belief of
“think
global and
act local”
Foreign Language Teaching and Research Press
3. Outline of The Texts
Text A
Part II Close examination of the limitations
Overcoming
the “long,
thin arm”
problem
More
crossborder
integration
Text A:
discussion
Beyond
thinking
global,
acting local
Text B:
outline
Foreign Language Teaching and Research Press
3. Outline of The Texts
Text B
Eight sets of questions and answers
What do you say to globalization critics?
Are you tying successful participation in
globalization to democracy?
Does development assistance help in dealing with
the effects of globalization, and should it be
made conditional on specific progress?
Has the perception of globalization changed for
World Economic Forum participants after Sept.
11?
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3. Outline of The Texts
Text B
Eight sets of questions and answers
Are companies, on the whole, developing a stronger
conscience?
What does a global player like Goldman Sachs need
to see in a developing country in order to invest
there?
How was this year’s meeting in New York different
from previous meetings in Davos?
What emerged from the discussion about
globalization?
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4. Discussion
Discussion
questions
Text A
Text B
Foreign Language Teaching and Research Press
4. Discussion
Text A
According to the text, what is the difference
between “Asian companies” mentioned in the first
paragraph and “companies in Asian countries”?
How do you understand the “cousins” and “sisters”
mentioned in the text?
There is an old adage: When goods cannot cross
borders, armies surely will. What does the old
adage mean?
More
information
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4. Discussion
Text B
Globalization, is it sometimes a threatening concept
to you? Do you sometimes feel you have lost
yourself in the trend of globalization?
Our varied world is becoming mono-cultural. Then,
can a culture, such as Tibetan culture, continue to
be exotic to foreigners? Or Tibetan culture will
just disappear or fuse into mono-culture?
With the cultural fusion, in what way should a
country or a nature adopt to protect her own,
original culture?
More
information
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5. More Information
Effects of globalization
Industrial
Financial
Emergence of
worldwide
production markets
and broader access
to a range of
foreign products
for consumers and
companies.
Emergence of
worldwide financial
markets and better
access to external
financing for
borrowers. But the
instability of the
global financial
infrastructure also
increases.
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5. More Information
Effects of globalization
Economic
Realization of a global
common market, based
on the freedom of
exchange of goods and
capital. But the
interconnectedness of
these markets meant
that an economic
collapse in any one
given country could not
be contained.
Political
The creation of a
world government
which regulates the
relationships among
governments and
guarantees the rights
arising from social and
economic globalization.
The US has enjoyed a
position of power
because of its strong
economy.
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5. More Information
Effects of globalization
Informational
Increase in
information flows
between geographically
remote locations. This
is a technological
change with the advent
of fiber optic
communications,
satellites, and
increased availability
of telephone and
Internet.
Language
The most popular
language is English.
About 35% of the
world's mail, telexes,
and cables are in
English.
Approximately 40%
of the world's radio
programs are in
English. About 50%
of all Internet
traffic uses English.
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5. More Information
Effects of globalization
Cultural
Social
Growth of crosscultural contacts;
advent of new
categories of
consciousness and
identities, the desire
to increase one's
standard of living and
enjoy foreign products
and ideas, and
participate in a "world
culture".
Development of the
system of nongovernmental
organizations as
main agents of global
public policy,
including
humanitarian aid and
developmental
efforts.
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5. More Information
Effects of globalization
Technical
Legal / Ethical
Development of a
global
telecommunications
infrastructure and
greater transborder
data flow through
the Internet,
communication
satellites, submarine
fiber optic cable,
and wireless
telephones.
The creation of the
international criminal
court and
international justice
movements; crime
importation and
raising awareness of
global crime-fighting
efforts and
cooperation; the
emergence of Global
administrative law.
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