考古：it is duty for an employee to put needs of a company first
No.65 “The rise of multinational corporations is leading to global homogeneity*. Because people everywhere are beginning to want the same products and services, regional differences are rapidly disappearing.”
·homogeneity: sameness, similarity（65）
1.The so-called cultural innovation does exists. Let's take KFC as an example. Its standard design, decoration and food supplied in every chain all around the world influence people consume its product and service.
2.However, to say the multinational corporations do no good to promote and improve the unique culture of the nations where their branches are located is very imprudent.
3.Ideally, the multinational corporations should incorporate the culture of the target country's cultrue with the corporate culture and the culture it belongs to.
1，首先，前提是错误的。因为各地差异不同，所以全球化的大公司，想在所有地方都提供一样的产品服务是不现实的。empirical evidence: 很多成功的大企业，往往是那些充分认识到不同，从而采用不同的策略的。不能保持完全一致的策略，let alone更不用说完全一样的产品和服务。比如：KFC等fast food，在中国都针对口味偏好开发了很多新产品。
2，Moreover, 地区差异不会消失，有更深层次的原因on much deeper level。第一，文化的差异，信仰的不同，很难靠产品和服务改变。比如，即使使用最先进的日本Panasonic产的电视，美国人用来传播transmit democratic principles, while中国人可能用来publicize the thoughts of Mao, or Confucius… 第二，习俗的差异，custom。比如，尽管很多年轻人在中国开始celebrate the Valentine’s Day, 但是在所有中国人心中，最重要的节日仍然是Spring Festival。这是什么样的产品都不能改变的。
Homogeneity/ homogeneous/ homogenize/
Difference/ divergence/ deviation/ variance/ disagreement/ conflict
View1: the development of multinational corporations does enhance global unity by bringing the same methods of business administration as well as products and services throughout the world.
Evidence: western fast food bring by global chain express such us McDonald’s and KFC have change our diet habits a lot
View2: however, the effect of multinational corporations is far from eliminating regional deference. The corporations itself is blend in the regional features.
Evidence: Lay’s, one of the most successful multinational food manufacturers, add some flavor of traditional Asian dishes to its potato chips in order to attract foreign customers.
Although global homogeneity in a broader sense may not be as inexorable as the speaker here suggests, I agree that multinational corporations are indeed creating global sameness in consumer preferences. This homogeneity is manifested in two concurrentmegatrends (n. 大趋势): (1) the embracing of American popular culture throughout the world, and (2) a synthesis of cultures, as reflected in consumer preferences.
The first trend is toward Americanization (美国化) of popular culture throughout the world. In food and fashion, once a nation’s denizens “fall into the Gap” or get a taste of a Coke or Big Mac, their preferences are forever Westernized. The ubiquitous Nike “swoosh,” which nearly every soccer player in the world will soon don, epitomizes this phenomenon. In media, the cultural agendas of giants such as Time-Warner (华纳兄弟娱乐公司) now drive the world’s entertainment preferences. The Rolling Stones and the stars of America
’s prime-time television shows are revered among young people worldwide, while Mozart’s music, Shakespeare’s prose, and Ghandi’s ideology are largely ignored.
A second megatrend is toward a synthesis of cultures into a homogenous stew. The popularity of “world music” and of the “New Age” health care and leisure-time activitiesaptly illustrate this blending of Eastern, Western and third-world cultures. Perhaps nowhere is the cultural-stew paradigm more striking, and more bland (blander), than at the international “food courts” now featured in malls throughout the developed world.
These trends appear inexorable. Counter-attacks, such as Ebonies, rap music, and bilingual education, promote the distinct culture of minority groups, but not of nations. Further homogenization of consumer preferences is all but (adv. 简直是,几乎跟..一样)ensured by failing trade barriers, coupled with the global billboard that satellite communications and the Internet provide.
In sum, American multinationals have indeed instigated a homogeneous global, yet American-style, consumerism—one which in all likelihood will grow in extent along with free-market capitalism and global connectivity.
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