Think globally, act locally."

However, outside of high-tech economies, globalization was not widespread, and therefore other mentors quickly appeared. Philip Kotler, the author of a fundamental textbook on marketing, insists that the essence of marketing lies in product differentiation, determining consumer needs and characteristics trademark and making a profit. This inevitably leads to the conclusion that underestimating the differences leads to ignoring the very fundamentals of marketing. Companies must navigate a map drawn up on a multinational or, more correctly, multilocal scale. F.'s opinion Kotler the company was the first to support Coca-Cola. However, already in 1992, its first vice president, director of international marketing Peter Seeley, on international conference made a report "Global Beverage Marketing: On the Threshold of the 21st Century". Today many perceive Coca-Cola as the most shining example global marketing company. In 1987 the company Procter & Gamble did not consider itself an international corporation. She came to this self-perception only after five years.1

Over the past time, both in theory and in practice, there have been major advances towards global marketing; the slogan became widespread "Think globally, act locally" although it is easily applicable to any combination of local and international management marketing. Even within the same company.

T. Levitt views the world as a single market, which requires a single marketing plan with universal programs and a unified system for coordinating production and distribution of products. The main criterion for locating production is minimizing the costs of delivering goods to consumers. Everything is subject to standardization; decisions are made centrally. Following this principle leads to the fact that the company is forced to refuse to satisfy non-standard customer needs, but increased production efficiency compensates for possible losses. Few companies fully meet the definition of global, but most strive to do so. For example, competitive strategy companies Ford involves the production of world-class machines in the most different regions peace.

However, is there any real life global consumer with a need for a global product? I personally highly doubt this. The consumer is pre-prepared for differences where he expects to encounter them. The Scots, before they visit Germany, are sure that they will not be able to enjoy their favorite foods, drinks and cigarettes in the “non-Metland”. If the packaging of Scots' favorite muesli in a German supermarket turns out to be different from what they're used to, will they stop buying it when they get home? In the USA vodka Absolute it took ten years to go from first appearing on the market to dominating the luxury segment (although Absolute costs 60% more than Smimoff). At the same time in Canada Absolute sold at a discount (20%). But Canada and the USA have a common border and the lifestyle of the peoples of these countries largely coincides. If the individual characteristics of a brand are decisive for success in the market, why did they not manifest themselves in any way? in this case?

The main drivers on the way to the spread of brands around the world are usually considered to be the following factors.

Costs. In some industries, such as automobile manufacturing, globalization of production actually reduces costs. Theoretically global advertising campaign should be cheaper than the sum of several national, country-specific ones. In fact, once an advertising agency discovers that the advertising it is creating is intended for an international market, the cost of its services increases dramatically. Inquire at British Airways agency prices Saatchi & Saatchi.

Speed ​​to market for new products. In 1987-1991 company Procter & Gamble released its “two in one, shampoo and conditioner” under the brand Pert Plus first in America, and then under the brand Vidal Sassoon(in the UK and some other markets it is known as Wash"N"Go) in another 40 countries. Companies Unilever it took more than ten years to achieve similar results with shampoo Timotei. Today P&G believes that if their New Product enters one new national market every month, which means that work is progressing at an unsatisfactory pace. Now that the information potential of the planet has increased immeasurably, competitors are receiving the results of your control market at the same time as you. As you know, copying the marketing activities of competitors in the same market is following the principle “ Me too". And its use by competitors in another country, which you have not yet gotten around to, already implements the principle “ myself." To avoid such "punctures" Global companies, after conducting research, prefer parallel rather than sequential promotion of their new products to markets.

Competition. As a rule, if your competitors are dominated by international companies, you will have to follow their lead. Company Unilever was forced to enter the international market or at least regional ones precisely where it competes with P&G but not with other companies.

Quality. A world class car is best car, incorporating the highest achievements of national technologies. Consumers all over the world will each insist on their own points. For example, Americans need cup holders in their cars so they can drive, drop coins into toll machines, and enjoy coffee at the same time.

Mass media. Today information communications are carried out using space satellites, whose coverage area covers the entire planet. The information impact is at least, if not on the whole world, then on large regions. At the same time, the media are always ready "to help" advertising agencies.

Overheads. One of the main drivers of globalization is the need to justify the existence of corporate headquarters. This statement is not as cynical as it might seem at first glance. If all divisions of the company were focused on regional markets and didn't pay attention to « Big world», all economic grounds for centralized leadership would disappear. It would make sense to split up the organization and sell it off piece by piece; no wonder that executive directors Companies have a vested interest in ensuring that the concept of globalization remains universally accepted. In fact main function center - participation in the process of creating added value not only through the dissemination of proven operating principles of individual divisions to the company as a whole, but also by increasing corporate knowledge. Achievement competitive advantages through community requires centralized control.

The road to civilization is paved with tin cans.

Alberto Moravia.

Today, the relevance of the issue of environmental safety can be traced at the regional, national and global levels.

The significance of this issue is due to the deterioration of a number of basic environmental indicators. According to the website statistic.su, the top five countries with the most favorable environment are: Switzerland, Latvia, Norway, Luxembourg and Costa Rica. Unfortunately, Russia occupies only 106th place in this list (among 132 participating countries!!!). However, measures to improve the environment in the Russian Federation are being taken. (For example, on April 29 from the press service of the Ministry natural resources and ecology of the Russian Federation, information was received that from April 22 to April 28, 781 unauthorized landfills of solid household waste were liquidated in the country).

However, in order to significantly improve the environmental situation in the Russian Federation, it is necessary to build this problem to the rank of priority.

According to ecologrf.ru, the main environmental problems are deforestation, air pollution, acidification of the waters of the World Ocean and pollution fresh water, global warming, melting glaciers. Another important factor affecting the country’s ecology is unauthorized MSW (municipal solid waste) dumps.

It is this ordinary and topical problem that I would like to dwell on in more detail.

Many of us rely on poor ecology and ineffective cleaning of the city/village/region from garbage. However, there is hardly a person who has never thrown garbage in the wrong place. Some do it unconsciously, others do it deliberately and systematically. And what happens in the end? Landfills, garbage, dirt.

On this playground in the forest, children play ball

This leads to two eternal Russian questions: who is to blame, and what to do? It turns out that everyone who does not adhere to basic environmental norms and rules is to blame, and there is only one way out of the situation - regularly hold community cleanups and stop throwing garbage in the wrong places.

In order to improve the environmental situation in Shadrinsk, from April 15 to May 15, a traditional month of sanitary cleaning of the city is taking place. In order to get more complete information I contacted the head of the administrative and technical inspection of the city of Shadrinsk, Alexey Anatolyevich Sormachev, about work for this period.

- Dear Alexey Anatolyevich, tell us more about the month to clean up the city.

On this moment All city institutions have planned work to clean up the surrounding areas. Work on the street Sverdlov is being conducted by the public. (Representatives of Tyumen State University cleared the area from Volodarsky Street to 4th Ural Regiment Street, SHAMTA students cleared the area from Stepan Razin Street to Shchetkin Street). City schools also take an active part in the traditional month. We cooperate with the small enterprise Spetsavtotrans, which is engaged in garbage collection from city streets. This company provides transport, but loading must be done on your own. Garbage from the private sector cannot be taken into the city. You should remove it yourself using a vehicle with a canopy (so that the garbage does not scatter throughout the city streets). As part of the cleanup, you can take a free coupon from Spetsavtotrans (on Avtomobilistov St., 20) for free entry to the landfill.

Officially, the cleanup will end on May 15, but what measures will be taken to clean the city after its completion?

Cleanliness and order in the city must be maintained all year round, be it winter, spring, summer or autumn. On May 15, free waste removal coupons will expire, but each of us must take care of cleanliness every day hometown. Residents, as well as individual entrepreneurs your heart should ache for cleanliness and order in the city of Shadrinsk.

I talked about the environmental situation in Shadrinsk with Head of the Housing and Public Utilities Department Anatoly Gennadievich Sychugov.

- Anatoly Gennadievich, characterize the environmental situation in the city of Shadrinsk.

First of all, I would like to note two main components that can ensure a healthy ecology for our city. This means timely removal of solid waste and reducing the number of stray dogs. Despite the fact that we have an agreement with the Center for Animal Protection to catch stray dogs, the number of stray animals is still exceeded. The environmental danger posed by homeless animals is the spread of zooanthroponoses and the possibility of contracting rabies.

Carrying out clean-up days and months to clean up the city certainly produces noticeable results. I also believe that subbotniks should be a “labor holiday” for city residents. If all residents apartment buildings If they go out on a cleanup day, and residents from the private sector will restore order in the area adjacent to their house, then the city of Shadrinsk will be transformed.

Every resident of our city should know that “cleanliness is not where they clean, but where they don’t litter” .

An example of a reverent and even fanatical attitude towards environmental safety issues are countries such as China and Korea. In the territory Russian Federation Promotion of respect for the ecosystem is also required. In order for the city of Shadrinsk to remain clean, citizens must observe a certain internal environmental culture.

But where is it - ecological culture? About this urgent problem I decided to talk with Gubina Galina Vladimirovna - a methodologist in educational work SUN of Shadrinsk.

- Galina Vladimirovna, tell us more about the ecological culture of the townspeople.

In general, culture (including environmental culture) should be instilled in children in childhood. However, today many young parents are busy and do not have enough time to explain basic environmental rules of behavior to their children. I am deeply convinced that culture comes from the family.

In order to avoid unauthorized dumps, people must learn to take care of their surroundings. I would like to note that at the state level it has been developed special program on patriotic education. The achievements of this program must be actively used to improve environmental and civic culture. Our city will be clean when environmental culture becomes a habit, a dogma, a rule for every resident.

A conversation with people competent in the field of city ecology led me to the following conclusion - responsibility for the environmental situation of our cozy city. provincial town should lie both on the city administration and on the shoulders of every Shadri resident.

Caring for the environment begins with taking care of the cleanliness of your home, yard, district, city, region. From the love of cleanliness and order, care for nature, as well as from the daily habit of removing trash and garbage, a true ecological culture can emerge, which will serve as a guarantor of the preservation of the ecosystem of our city, country and planet as a whole.

← Soul of folk song Ethnic identity of the population of Russia, the Kurgan region and the city of Shadrinsk →

“Think globally, act locally” - proclaimed a quarter of a century ago at the Club of Rome, believing and hoping that local actions taken in accordance with systemic ideas about the environment as a whole will collectively avoid environmental catastrophe. In this case, global thinking should not only serve as a motivator and guide of actions, but also help in the choice of the means used and ways to achieve goals.

An analysis of the events of past years forces us to state that the principle of the “Club of Rome” did not have any noticeable impact on practice. Almost all specific environmental actions are directed by local interests (or national, but for the purposes of this analysis, everything that is not global will have to be considered local), are justified by local assessments and, most importantly, are carried out without regard to environmental losses from the standpoint of the biosphere as a whole. As a result, a unit of environmental benefit obtained in one place is paid for by more than a unit of total environmental losses in all those places where energy and materials are obtained, where waste is sent, where transport passes, etc. Of course, it is difficult to measure environmental results and losses, but this does not justify the lack of real attempts to obtain such estimates and use them in decision-making.

Nevertheless, implicitly, environmental assessments are constantly used, and above all in cases where the local environment is improved at the expense of the biosphere. Only at first glance main role play economic assessments. Indeed, let the goal be to reduce emissions at some enterprise, reduce pollution in the city, “repair” a damaged ecosystem, etc.; are planned necessary measures, money is allocated, sources of everything necessary for the production of work are determined, naturally, the most economical, cheap, etc. Any economist will say: how could it be otherwise? However, if in this case the environmental damage at the “sources” exceeds the result, then, consequently, the cleanliness factor environment there it is rated lower than at the training ground environmental activities, the safety of “extraneous” ecosystems, and biosphere effects receive a zero rating.

Is it necessary to prove that this approach has nothing in common with global thinking, and yet it is precisely this approach that dominates. Even in cases where global goals are proclaimed (and at least partially achieved) (for example, protecting the ozone layer), the inadequacy environmental assessments and non-environmental economic factors lead to very significant distortions of environmental policy and its results.

So, global environmental thinking does not yet have a significant impact on local environmental, much less general economic, actions. Moreover, these actions, as long as they are considered precisely local and are built into local structures (administrative, informational, financial, technological, logistics, etc.), strongly influence the consciousness of their implementers, closing it on purely local realities, tearing it apart from the specificity that correlates with global thinking.

However, preventing environmental disaster requires actions that flow directly from global analysis, and too often they are inconsistent with local short-term interests, or even completely contradict them. If all environmental tasks were reduced to reducing the flow of pollution and eliminating their “accumulated reserves” and were possible technical methods implementation of such an approach, global thinking could be limited to certain abstract educational functions. However, the problem is incomparably more complex.

The global approach must have a strong theoretical basis to influence specific decisions. As shown above, it is preferable as such a basis theory of biotic regulation of the environment.

All hopes for preventing an environmental catastrophe are connected with the fact that the disturbed state of the biota caused by man has not yet led to irreversible changes in the biosphere and we will have time to return to the area below the threshold of permissible impacts on it before such changes occur.

Reasoning that man is a rational being, and therefore biological laws have only an indirect and, as it were, partial relation to him, does not make any sense in relation to our topic, because we're talking about not so much about man as about the biosphere, and its laws are directly and completely related to everything that happens in it, including with man.

One could talk about a partial exit from the scope of these laws only if a person could, at least to some extent, take on the functions of regulating the environment with his own technical means. However, no similar means not only do they not exist, but they are most likely, in principle, unattainable, as follows from the theory of biotic regulation of the environment. The fantasy that man will be able to live in an artificial environment, isolating it from the destroyed biosphere, is also completely untenable. Therefore, in regulating the environment, a person can only rely on the capabilities of the biota, and the prevention of an ecological (more precisely, a biosphere) catastrophe absolutely requires that a person return beyond the threshold of permissible impact on the biosphere.

Thus, the main and, in fact, the only global environmental problem is to reduce human impact on the biosphere to a level corresponding to the laws of its sustainability; other ecological problems are automatically resolved along with this one or after it. From this follows a criterion that, in principle, must be satisfied by all actions taken in human civilization on at this stage its development: it is only permissible that, taking into account all indirect and associated effects, it reduces the load on the biosphere.

Specification of this criterion in relation to actions in social sphere(from family planning to structure government controlled) is a task of extreme complexity, especially if we remember that “head-on” decisions that neglect inertial factors, primarily national and religious, only harm the cause. We must assume that it will take more than one decade to solve it.

However, it seems that there are no particular obstacles to giving the criterion quantitative certainty in relation to the economic sphere and introducing it into general practice in the near future. The proposed restriction of the market cannot in any way have destructive consequences for it. On the contrary, the market will very quickly adapt to such a limitation and the adaptation will manifest itself in the fact that the economic assessments generated by the market will finally include a significant (and, at the same time, universal) environmental component. All cost-effectiveness criteria continue to apply within this limitation. This will undoubtedly help those who act locally to align their actions with global ideas and will be an essential step towards creating economic mechanism sustainable development.

To return the biota to an undisturbed state, it is absolutely necessary to preserve the undisturbed ecosystems remaining on Earth. Meanwhile, the national interests of countries that have undisturbed ecosystems, interpreted narrowly economically, as a rule, push towards the “economic development” of the corresponding territories (the exception is partly Canada, a highly developed country where a transition to an intensive type of development has been made and an economic climate has been created in which interest in development of new territories is significantly weakened). According to standard economic logic, nothing prevents these countries from destroying their remaining ecosystems for the sake of economic benefits - albeit momentary, but that seem necessary to solve national problems (increasing the standard of living of the population, reducing unemployment, socio-political stabilization, etc.).

Considerations of justice also determine the legitimacy of the question: why can’t the poor do something that made the rich rich? However, it is precisely this logic that leads to a biosphere catastrophe.

But according to environmental logic, this can no longer be repeated under any circumstances if humanity wants to survive, and rich developed countries should understand this before anyone else.

It follows that the conservation of intact ecosystems should become one of the main concerns of global thinking. Appropriate measures can be taken within the framework of a new international environmental and economic mechanism, an element of which should be the previously discussed criterion of environmental acceptability.

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... Global(planetary) Spheres of the earthly MIND... It is important,.. even fateful (for Man himself, first of all) to agree: in the Universe,.. around US,.. there is... STRUCTURE THOUGHTS!.. Hierarchical, not on the “man - stone” line, but subordinate along the branches and spheres of physical and other interaction... Accordingly local...oppress and destroy THOUGHT,.. objectively existing and outside our consciousness, outside thoughts human... This... is already centuries old action"Homo sapiens" ...

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Thoughts 1. The meaning of the existence of everything inanimate and living, including humans, cannot be explained unless we assume that in addition to our world, there are other worlds that are inaccessible to our senses. These are transcendental worlds in which act... " 58. Death is a fundamental attractor inherent in all systems, living and nonliving. My friend had three local attractors: career, science, drinking. It was not possible to combine them. The fundamental attractor won. 59. Man is...

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AND coups d'etat. No less dangerous environmental crisis. Increased greenhouse effect leads to global warming and rising sea levels. This risks flooding densely populated areas of river deltas into... consumption, by 2030 humanity will need another planet. Solving all these problems requires coordinated actions united humanity. But the necessary unification is hampered by selfishness human nature. If we can, what...