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matter is that economic processes
are determinedby competition and
by the possibilities of technological
exchanges, cost-reduction
attainment, anddegrees of
automation andTI capabilities.
In this context, as investments in
technology andR&D decrease, so
increases the dependence of the
less-developed economies, which
end up not playing amajor role in
the global scenery. Another
consequence of this process is that
privatizationmeans concentration
of power and riches; and the
opening of borders exposes the
internal weaknesses of domestic
markets –and, ultimately, only
the truly competitive playerswill
survive.
China: deep
reflections elicited
a quick visit
IlanAvrichir
page 52
These days, it is simply
impossible to open a newspaper or
amagazinewithout being exposed
to the latest information about the
dizzying speedof China’s progress
towards becoming themajor world
power of the 21st Century. Less fre-
quently, perhaps, but with similar
emphasis, we are reminded –
by similarly competent analyses –
that theChinese still face
monumental difficulties, whichwill
have tobe overtaken if the country
is tobecome a developed nation
at all...Where is the truth? Is China
going to continue its development
and become themajor economy of
the planet –or not?
These are the questions discussed
by the author of this article, after
a recent visit toChina, where he
gathered data and information –by
visitingChinese companies and
talking at lengthwith local
executives in several different areas.
Changes in
the roles of
Brazilian
subsidiaries
ofmultinational
companies
–
where dowe
come from and
whither arewe
bound?
MarcosAmatucci
RobertoCarlos
Bernardes
page 62
Theauthors’ proposition is to show
howmultinational corporations
havegone throughdistinct
operational andmotivational
stages inBrazil.After 100years
operating almostwithout changes,
now theyare facedwithnew
aspectsof knowledge
management andglobalization
patternswhichdemanda true
internationalizationof highvalue
services, suchas theneed for
technological development.The
new realitiesoffer opportunities, for
thenationswith specific technical
competencies, tobecomealternative
centersof excellence, andadd– to
its activities – theexportingof
knowledge.
Globalization or
internationalization
of higher teaching?
ManolitaCorreia Lima
page 80
From its inception, theuniversityhas
beenaplace foruniversalknowledge,
thus transcendinggeographical
boundaries.As thegenerationand
developmentofknowledgebecomes
avaluedcommodity, thisaspectof
highereducationopensways toward
internationalizationandglobalization.
In thiscontext,culturalconsiderations
sometimesyield toeconomic factors,as
educationbecomesaproduct thatcan
beboughtandsoldglobally.
Thehighcostofeducationprevents the
State tobeacknowledgedas thesole
providerof teachingand research,and
favors theentranceofnewplayers
competing forclients inaworld-wide
market. In thisnewcontext, the
developedcountriesbecomeexporters
ofeducational servicesand importers
of foreignstudents,whereas the
less-developednations–without
academic tradition–assume the reverse
role,of importersofeducational services
andexportersofcustomers for them.
Perceptions of
colors and aromas
in a context of
multicultural
marketing
Vivian IaraStrehlau
SuzaneStrehlau
page 92
Perceptionmay be defined as the
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