Business market dynamics have changed with the rise of the
internet and the forces of globalisation. These trends echo
the arguments presented in The World is Flat by Tom
Friedman. He describes how business has become ‘frictionless’
as boundaries that existed for years between countries, geographies,
people and businesses have fallen, with many ‘flatteners’
being technological innovation.
Historically, whenever the global economy turns downward,
companies explore process thinking and look internally for
opportunities to either reduce waste (cutting costs) or increase
productivity.
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