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1、READINGCOMPREHENSIONTEXTAGlobalisationisthemoreorlesssimultaneousmarketingandsaleofidenticalgoodsandservicesaroundtheworld.SowidespreadhasthephenomenonbecomeoverthepasttwodecadesthatnooneissurprisedanymoretofindCoca-ColainruralVietnam,AccentureinTashkentandNikeshoesinN
2、igeria•Thestatisticthatperhapsbestreflectsthegrowthofgiobalisationisthevalueofcross-borderworldtradeexpressedasapercentageoftotalgiobalGDP:itwasaround15%in1990,issome20%todayandisexpectedbyMcKinsey&Company,aconsultingfirm,toriseto30%byH2015•Useofthewordinthisbusinessco
3、ntextisallegedtogobackatleastasfaras1944,butitsfirstveryvisibleappearancewasinthewritingsofTheodoreLevitt,aprofessorofmarketingwhosearticlepublishedbyHarvardBusinessReviewin1983wasentitledHTheGlobalisationofMarkets•InitheforesawHtheemergenceofglobalmarketsforstandardis
4、edproductsonapreviouslyunimaginedscaleofmagnitudeH.In,!CanWeSustainGlobalisation?H,areportpublishedin2007bySustainZkbility,aconsultingfirm,theauthorswrote:FrustratinglyLevittdidnotprovideacompellingdefinitionofglobalisationinhisarticle—andthevoidhassubsequentlyencourag
5、edadizzyingproliferationofcompetingdefinitions•Thereportclaimstohavecomeacrossmorethan5,000ofthem.SustainTkbility1sfavouriteisoneprovidedbytwoTheEconomistjournalists.Globalisation,theywrote,Histhefreermovementofgoods,services,ideasandpeoplearoundtheworld11•Theconceptwa
6、spopularisedbyanAmericanjournalist,ThomasFriedman,inhisbookHTheWorldisFlat11.Publishedin2005,itreachedthetopofseveralbestsellerlistswithitsheadlinemessagethattheworldisnowjustonebigintegratedmarket•Giobalisationhasbeenencouragedby:thegrowingliberalisationofmarketsaroun
7、dtheworld,givingwesternmultinationalsaccesstocustomerstheyneverthoughttheywouldreach；easyInternetaccessandcheapinternationaltelecommunications,themostobviousmanifestationofwhichiscallcentresinIndiathatareservicingcustomersandcorporationsinEuropeandtheUnitedStates；thera
8、pidgrowthoflargedevelopingcountriessuchasChina,IndiaandBrazil,andtheirgrowingdemandnotonlyforwesternconsumergoodsandt
