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Global Megatrends: Convergence of


Global Megatrends: Convergence of 
Globalization, Internet and Innovation
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Presented by Dr. Nitish Singh www.globalizationexecutive.com
Moderated by Paula Shannon
February 2010
Slide 1

I1 All material in the presentation is copyright-Nitish Singh, Saint Louis University


ITS, 11/24/2008
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Introductions

Dr.  Nitish Singh 
Assistant Professor of International Business at Boeing Institute of 
International Business at Saint Louis Universityy
ncsingh72@gmail.com
Dr. Singh is also the co‐author of the critically acclaimed book: The 
Culturally Customized Web Site: Customizing Websites for the Global 
Marketplace He holds a Ph D in Marketing and International
Marketplace. He holds a Ph.D. in Marketing and International 
Business from Saint Louis University and an MBA and MA from 
Universities in India and the UK. More recently he has co‐authored 
Proliferation of the Internet Economy

Paula Shannon
CSO, SVP and General Manager, Lionbridge
Paula.Shannon@lionbridge.com
More than 23 years experience in the translation and localization 
industry
Responsible for sites in 26+ countries, driving new services and 
sustainable solutions ensuring the continued delivery of innovation
sustainable solutions, ensuring the continued delivery of innovation 
and execution excellence to a broad range of Global 1000 customers

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About Lionbridge

Global Scale Market Leadership


4,600 employees 26 countries Leader in $14B services industry
• Global network of 25,000 translators • Translation and adaptation of products
and content for international markets

Hosted Technology Global Clients


Web-based
W bb d language
l technology
t h l Recurring relationships with 500+
platform global clients
• Enhances competitive advantage • 80% of revenue comes from recurring clients
• Drives efficiency • 12 of the Fortune 20 companies are client

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Convergence of Globalization, Internet & Innovation

Megatrends have the power to influence consumer’s lives across 
countries, industries, social classes and age groups.

Buddhism 
Buddhism
Fastest growing 
religion in US

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Convergence of Globalization, Internet & Innovation

Megatrends have the power to influence consumer’s lives across 
countries, industries, social classes and age groups.

Buddhism
Buddhism  Indian Curry
Indian Curry
Fastest growing  Most popular meal
religion in US In the UK

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Convergence of Globalization, Internet & Innovation

Megatrends have the power to influence consumer’s lives across 
countries, industries, social classes and age groups.

Buddhism
Buddhism  Indian Curry
Indian Curry Threenager
Fastest growing  Most popular meal People in their 30’s who 
religion in US In the UK act like teenagers

Company confidential – distribution prohibited without permission


Convergence of Globalization, Internet & Innovation

Megatrends have the power to influence consumer’s lives across 
countries, industries, social classes and age groups.

Buddhism
Buddhism  Indian Curry
Indian Curry Threenager
Fastest growing  Most popular meal People in their 30’s who 
religion in US In the UK act like teenagers

99% of South Koreans
shop online

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Convergence of Globalization, Internet & Innovation

Megatrends have the power to influence consumer’s lives across 
countries, industries, social classes and age groups.

Buddhism
Buddhism  Indian Curry
Indian Curry Threenager
Fastest growing  Most popular meal People in their 30’s who 
religion in US In the UK act like teenagers

99% of South Koreans
G d
Gender 
shop online more men than women 
value personal appearance

Company confidential – distribution prohibited without permission


Convergence of Globalization, Internet & Innovation

Megatrends have the power to influence consumer’s lives across 
countries, industries, social classes and age groups.

Buddhism
Buddhism  Indian Curry
Indian Curry Threenager
Fastest growing  Most popular meal People in their 30’s who 
religion in US In the UK act like teenagers

99% of South Koreans
G d
Gender  Chinese GDP 
hi
shop online more men than women  Will exceed US in 
value personal appearance 3 to 4 decades

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What are Global Megatrends?

They are overarching global forces that are being 
shaped as we speak and will transform our probable 
p p p
future 

These forces impact our geo
These forces impact our geo‐political,
political, social, cultural, 
social, cultural,
economic and technological future

They give us powerful 
They give us powerful
insights into the future

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Globalization

Constantly evolving toward an idea of global integration or 
synthesis of economies, cultures, technologies, and governance

Impacts what consumers consume and what corporations produce
Includes:
Economic integration
Political engagement
Technological connectivity
Personal contact
Quality of life

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Globalization

Almost 1 billion new consumers are predicted in Emerging 
markets by 2015
By mid‐century China may overtake US as No.1 in GDP
Today China and India graduate half a million 
engineers and scientists compared to 70,000 in 
the US
The continuing convergence of regulatory 
The continuing convergence of regulatory
frameworks and standards is likely to be an 
important aspect of the regulatory overhaul

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Globalization

According to Professor Bhagwati,
Country can be made worse off if trade lowers the price of 
products in which it has a comparative advantage. This is 
d t i hi h it h ti d t Thi i
termed as immiseration.

This might be happening as we offshore 
software/chips etc and lower the cost of 
these products that US has a 
h d h Sh
comparative advantage in. Thus the 
g
gains from exports (software/chips) to 
p p
the overall economy decline

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Globalization

Cultural Multipolarity
Emergence of cultural centers of excellence arising all over the 
world
Bollywood, Fashion centers in China, India etc. Harajuku
Cultural Flows
Cultural Flows
The interconnectedness of global media, technologies and the 
rise of the World Wide Web
Flows East to West: Sushi, Yoga, Feng Shui, Tai Chi
Cultural Flows
BRIC vs. G6

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Poll Question One

Which of the megatrends discussed resonates the most with 
you? 
A) Globalization
B) Rise of Networks
C) Open Innovation
C) Open Innovation
D)Global consumer trends

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Rise of the Networks

Internet technologies are transforming the whole value chain
Wal‐Mart integrating global supply chain
Seamless procurement and logistics 
Online sales to more than 1B consumers 
Born Global

Technologists such as Raymond Kurzweil are predicting a singularity, in 
which human intelligence is merged with artificial intelligence and that 
by 2050 nanotechnology will be able to extend human life indefinitely
by 2050, nanotechnology will be able to extend human life indefinitely
Convergence ‐ amalgamation of previously separate technologies such 
as audio, video, Internet and data that now share resources and interact 
with each other, synergistically creating new efficiencies

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Open Innovation

Relates to the convergence of like minded individuals, 
corporations, competitors, corporate suppliers, customers, and 
h
human networks working toward co‐creating and innovating 
t k ki t d ti di ti
products and services
Companies are increasingly investing in Web .0 that can harness
Companies are increasingly investing in Web 2.0 that can harness 
collective intelligence

Netflix Prize
threadless.com ‐ t‐shirt store
Wikipedia
Localization Industry

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Open Innovation

Crowdsourcing and MT has the potential to reduce costs and speed‐up 
international entry for many companies
However, issues include concerns about quality, speed, impact of poor 
translations on customer‐base, etc.
Standards and counter‐checks will evolve to ameliorate the quality concerns

Social network Hi‐5 has built a developer application using the Google‐
created OpenSocial standard that “crowdsources”
created OpenSocial standard that  crowdsources  language translation. This 
language translation. This
makes it possible for users translate a site or applications, text and UI into 
new languages. Users vote to register correct translations
Facebook has moved to a multi‐language ecosystem 
Facebook has moved to a multi language ecosystem
using ‘Translations’ a crowdsourcing translation application
The Spanish site was completed in less than 4 weeks
with the help of 1 500 Spanish‐speaking
with the help of 1,500 Spanish speaking Facebook users
Facebook users

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Consumer Trends

Acceleration of the pace of globalization
Resurgence of nationalistic and religious values
Counteract the trend of global consumerism 
Individualism
Barbie alternatives
Barbie alternatives 
Fulla Doll ‐ doll with head scarf & Islamic values
Sara Doll ‐ for children in Iran
Razanne for children in Muslim countries
Razanne ‐ for children in Muslim countries
Premiumization
The growing trend toward creating high end luxurious products in every 
product / service category possible
d / bl
Bling H2O
Gender Complexity 
Cosmetics for male skin care

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Consumer Trends continued 

Eco‐iconic: trend aims to create eco‐friendly products with bold 
and iconic designs that customers can visibly show off

Threenagers:
30 has become the new 20
30 has become the new 20 

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Poll Question Two

Is multilingual blogging an important consideration in your 
company's web strategy?

Yes

No

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Web Globalization trends

Boost in Web Globalization spending 
i b l b li i di
Rise of Internationalized domains
Geo location
Geo location
Multilingual corporate blogs

Copyright
C i h © 2009:
2009
The Complete Document is copyrighted including the pictures. Copyright © 2009 St Louis University.
Unauthorized Reproduction and Distribution is Prohibited. The program module was developed by Professor Nitish Singh, John Cook School of
Business, Saint Louis University. Published By: Executive Education Program of the John Cook School of Business at Saint Louis University. All
material presented in these online modules is only for internal educational use and cannot be reproduced, stored or transmitted in any form or by
any means,
means without the written permission of the program leader
leader. Permission request can be sent to Professor Nitish Singh:ncsingh72@gmail.com
Singh:ncsingh72@gmail com
The information contained in these online modules has been obtained from various academic and professional sources, which we believe to be
reliable. However, neither its completeness nor accuracy can be guaranteed. Recommendations and opinions are based on our interpretation of
available information.
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Executive Education Program

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Mark Your Calendars!

Going Global with Multimedia: Practices and Process for 
Localizing Multimedia

Thursday, March 18, 2010
12:00 p.m. EST,  6:00 p.m. CET
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Questions? 

Dr. Nitish Singh
Ncsingh72@gmail.com
www.globalizationexecutive.com
g

Paula Shannon
paula.shannon@lionbridge.com
http://twitter.com/pbshanz

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