The Flattening World

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A Flattening World
Business marketing is my degree and with that degree I would like to be a sports marketing specialist. Once I graduate college, I would like to work for an established marketing firm to build to some experience and then apply myself towards finding for my dream job. Would I would really enjoy as a career would to eventually work for a sports team who is struggling to market themselves on a professional level. My thought process is to take a struggling organization and bring them to the level of a high profile team that’s known in every household in America. I feel this would be a great accomplishment and something that would lead to a substantial salary where I can support my hobbies and dreams throughout life. Achieving my goal of becoming a sports marketer is becoming increasingly difficult due to the never ending advancement of technology and the phenomenon known as the flattening world. The world we live in today is far different from the world that we knew twenty years ago, technologically speaking. Just two decades ago, the world prominently favored the more industrialized and technologically savvy countries. One of the main reasons for this was the fact citizens in these counties (chiefly The United States of America) had access to many of the tools and resources to be successful. In Thomas L. Friedman’s article, “It’s a Flat World, After All”, he emphasizes the theory of how quickly the business playing field is leveling out right before our eyes. Friedman describes forces, known as the “10 Flatteners”, which have forever transformed and ‘flattened’ the world. To understand Friedman’s point of view, one has to think like an economist, working from a global standpoint.

The first of the “10 flatteners” came when the Berlin Wall was torn down, symbolizing the end of the Cold War. Even though the wall coming down was a significant moment in history, sparking the dissolution of the Soviet Union, unifying Germany, and eliminating what was known as the Iron Curtain, the end of the Cold War also marked the year that personal computers first connected the world. Microsoft came out with the groundbreaking computer interface called “Windows 3.0”. Windows 3.0 allowed the world to connect to a point, but it only connected to what amounted to an insignificant amount of people. It wasn’t until almost six years later, in 1995, that the world truly realized the potential of personal computing. A relatively unknown product known Netscape exploded across the globe. Netscape made the internet publicly accessible with the installation of fiber optic cables, designed to connect the masses to the Internet. This was noteworthy, allowing many more people to connect and work with each other with levels of speed and efficiency that were once but a dream. Netscape was only a “foot in the door” when it came to flattening the world. The true flattening of the world as a phenomenon occurred with the development and widespread availability of workflow software that enabled people to connect and share productivity, giving rise to the concept of “synergy.” Workflow software enabled computers to operate with minimal, if any, human contact. Netscape connected people through the internet; the workflow software released to the masses started a revolution that connected people through applications. The first three flatteners, which are referenced above, lead credibility to the remaining six flatteners. The next flattener, Outsourcing, is based off of workflow. Outsourcing made it possible to get (relatively speaking) the same amount of work done for less money spent. Companies could now send data across the globe within minutes, to have equally talented individuals perform a service at a fraction of the cost it might have cost them at their home location, for example. The question remains: Why stop at outsourcing though? The next flattener is off-shoring, where instead of a few documents being sent overseas like outsourcing, the...
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