The globe is shrinking and organisations will need to have a global presence through global distribution systems or lose out to those companies better able to serve global needs. Economic, technological and ecological forces intensify demands for global integration and uniformity. Geographic separation is being rendered irrelevant by the explosion and convergence of communications, information, entertainment and commerce.
In a global interconnected marketplace, where boundaries, even trade regulations, are being rendered obsolete, consumers clamour for equal access to global goods and services, so that shopping is developing a consistence flavour throughout the world. Major organisations are becoming more central players in global affairs than most nations. Customers, as evidenced by the exponential growth of internet commerce, are less citizens of a particular nation than belonging to the universal tribe of consumers defined by needs that are becoming increasingly ubiquitous.
Organisations will have to pursue market presence actively in every significant global market through the use of electronic technology. The globalisation of markets through technology and the removal of trade barriers will mean that all markets can be challenged and all innovations by competitors may represent a global threat. This global presence through a geographically diversified and online market will enable organisations to take advantage of economies of scale and global brand recognition in their search for sustainable competitive advantage.
For example, Motorola is a global leader in providing integrated communications solutions and embedded electronic solutions. Our Intelligence EverywhereTM solutions include: o Software-enhanced wireless telephone and messaging, two-way radio products and systems, as well as networking and Internet-access products, for consumers, network operators, and commercial, government and industrial customers. o End-to-end systems for the delivery of interactive digital video, voice and high-speed data solutions for broadband operators.
o Embedded semiconductor solutions for customers in wireless communications, networking and transportation markets. o Integrated electronic systems for automotive, Telematics, industrial, telecommunications, computing and portable energy systems markets. Major commercial organisations will take on increased responsibilities for education, infrastructure, community welfare and security. For example, it is commonplace for mining ventures in under-developed regions to be responsible for the establishment of a community infrastructure through the provision of roads, schools, medical services and employment for the indigenous population.
Similarly, in advanced nations, functions such as job placement, vocational training and even operating prisons-areas that seemed to be the exclusive preserve of government-are increasingly being devolved to private enterprise. This responsibility for the social fabric will become fundamental to ensuring access to markets by attracting a productive, motivated, secure and stable workforce. World-class organisations of the future will gain competitive advantage from providing a stable social order.
In contrast, those organisations, which have not contributed to these needs will find themselves trying to operate in an environment likely to be disturbed by unrest, violence and anarchy. As social structures erode elsewhere the organisation that has assumed a socially responsible stance will gain a competitive advantage by obtaining the dedication of productive employees and customer loyalty in a secure environment. The most enlightened organisations will actively promote the worldwide mutual benefit of providing efficient and effective social goods and infrastructure that supports the operation of global markets for consumer goods.
For example, New Belgium Brewing Company, Inc is the first wind-powered brewery in America-eliminating 1,800 tonnes (metric tons) of CO2 emissions per year. Each year New Belgium gives $1 per barrel to philanthropic causes. Donations are balanced between the realms of cultural, social, environmental, and drug and alcohol awareness programs. New Belgium takes pride in recycling all damaged cardboard cartons, keg caps, amber glass, office materials, and even plastic shrink-wrap.
The automation of the entire brewing process was designed and implemented by New Belgium. Innovation permeates New Belgium style as shown in their Open Book Management, employee ownership opportunities, and a desire to create a living, learning community amongst the staff. New Belgium employs a small cadre of quality assurance specialists who continuously monitor the health of our beers, conduct daily taste panels, and oversee the advanced taste training and palate capabilities of each employee.
Another example we could look at is, General Electric, which is a global company that strives to find the very best people from all around the globe. GE employees are already known for their commitment to excellence in products and services-but that same degree of vigor and commitment are carried over to the communities that GE employees call home. They work to not just have a physical presence in those areas we operate but to also become a member, a stakeholder in those communities.
GE in India-its commitment to the promotion of better health and better living-its rapid response in times of need and natural disaster-and its continued support of education and leadership development. The GE Power Controls Hosur, India, plant led a project called “Environment for the Generation” aimed at creating awareness among the people of Hosur by helping to eliminate and fight the menace of recurring fatal cases of Viral Hepatitis B in the area population.
The project team consisted of 30 volunteers from the GE Hosur plant and 50 student volunteers from local educational institutions. Volunteers from the local villages and six dedicated doctors, mobilized by M/S PFIZER INDIA LTD. , a leading pharmaceutical company, also supported this team. With help from local government agencies, the remote village of Vempalli, located 30 kilometers from Hosur was chosen as the project site. The village is in such a remote place that there were no roads for vehicles to use and the team had to trek for one kilometer to reach it.
Aided by audiovisuals in the local language of Tahil, a group of doctors presented educational lectures on basic health needs and individuals’ responsibilities to maintain sanitary environmental conditions. Three hundred people were given examinations and were provided with free medicines if necessary. Another 200 people, including newborn babies, received immunization vaccines for Hepatitis B. The second and third doses of Hepatitis B vaccines were subsequently administered to these individuals to complete the course.