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I remember back in India when I was in school, when we first introduced to

geography and our teacher told us that we are living on top of the earth, one of the

quick questions came to most of the students mind is, what will happen when we go

to the edge of earth? But slowly when get introduced to geography in more detail, we

feel comfortable that we are not going to fall out of earth in fact we will reach in some

other country. Though the journey from a flat earth to flat world not came in one night

or in one month or in one year, it is a constant process of evolution. This journey of

exploring, establishing and expanding started with exploring the truth about the earth

to establishing colonial world of power to currently expanding businesses by leaping all

boundaries.

   Few days back I came across one of the video featuring Mr. Thomas Friedman,

where he was delivering a speech to introduce one of his book “World is Flat” at MIT. It

is an interesting video and till date I gone through the video couple of times. I feel he is

trying to deliver very interesting yet very serious topic, not because he is saying the

world is flat, but by pushing me to realize why the world is flat. Now this time, I am

reacting differently than when I was in school and my teacher revealed that the earth is
spherical and it has gravity which helps in keeping things on its surface, this time when I

heard the world is no more scattered and encircled within a limited boundary rather

complexly inter connected where people can reach from one place to other in no time,

where there is no boundary restrict spreading of knowledge and data, where people

sitting in their basement and operating businesses throughout the globe, businesses

are operating in distributed business model, one example is Boeing, which

manufactures different parts of jet in different countries and yet assemble the

components seamlessly in a centralized USA location to produce error free jet , also

now you can do financial transaction in a country which is far away from your

homeland. Yes, the world is enough flat to leap the geographical boundaries to connect

and communicate with anyone any place on the earth. Now you don’t need to be

relative of someone to get detail about any individual, the data and massages are no

more intended for a single individuals, the data is broadcasted and distributed via

internet and while you are on your bed, it is up to you to decide what you want to know

and about whom you want to know. In this boundary less global information system

world, you and me are the individuals those who works as news reporter for all major

news agencies for free and news channels are able to show firsthand live updates from

different part of the world without sending any news reporters or analyst to the other

part of world.

                 History has evidences of scientist, mathematicians and explorers like

Aristarchus to Christopher Columbus and the journey is still continued with corporates

going more global and reaching millions and millions of consumers and producers

around the world. As the changes are happening so fast, no one knows what will
happen tomorrow. In past people scared to travel because of ignorance by thinking the

earth is flat and in future we will get ignored if we will not understand the true meaning

of globalized world. In this highly competitive open world where everyone has similar

opportunities and risks, it is interesting to see how the businesses are positioning

themselves to take advantage of it or gets ignored by it. Whether you are aware of it or

not, whether you want to participate or not, you don’t have much choice left because in

past when you spent time to compete with your neighborhood business, when you are

busy in advertising for “Free online banking”, the world moved up faster than your

expectation to create one world global business equipped with global information

system and it is already exposed you to the global business market. If you are not

realized yet, you are already exposed to radiation of global competition where you have

the opportunities to emerge victorious or loose to market competition. The only option

you have is to accept the fact because the radiation of globalization is far bigger than

Japans recent atomic leak due to earthquake and Tsunami. Now someone from some

other place on the globe already implemented the business idea which you are still

evaluating, now when you are planning how to reach customers, someone in some

other place on the globe already changed the customers to their loyal advocate. In this

one world global market, you and your businesses are not safe from the global

economy and from global business battle field. Friends, the bells are ringing now, it is

the time to realize and grab the opportunities as soon as possible otherwise you and

your business will get crushed in the global competition. Again I want to repeat, in

today’s flat globalized world, next door business is not the only competitor for you, now

you have challenges from businesses those who are operating from some other part of
world and you also have competition from individuals those who understands the flat

one world and knows how to best use of this complex global business battlefield, in no

time you may get a new business which will challenge your very existence, when we

still going through the biography of Mr. Steve Jobs or reading about how the

outsourcing consulting company Infosys started by few entrepreneurs from the living

room of their house, someone in some other developing country already started an

innovative lab back from their garage.

             Now the competition is global, for example Citi Bank which is based here

in North America competing with ICICI Bank and State Bank of India in India, similarly in

North America Citi Bank is competing with other American financial institutes along with

financial institute from European regions and from South Asia, Nokia & RIM the initial

leader in mobile phone technologies are struggling for their survival against Apple and

Google, Ford and GM are competing in South Asia market with new ventures and

opening the manufacturing in Asian countries while at the same time in North America

competing    with   Japanese    and      Korean   Manufacturers   along   with   German

Manufacturers. Now the business competitions are in three fold- Competition from

community or local competitors, global competitors and competition from individuals

throughout the globe, in every few minutes a new entrepreneur joining the one world

global market to challenge and outperform well established business of the past. In

recent days we have some good example to learn- GM cars are no longer the best

selling cars in North America, Palm one of the early player in smartphone market is no

more in business, Blockbuster lost its competition to RedBox and eventually Netflix

with “we will bring service to your room” approach leading the entertainment market. In
current days, people refer Facebook and twitter more than CNN, FOX or BBC. With

long spreading of global Information Technology, source of knowledge is available to

each individual with click of few buttons, in current time the consumers are aware of

what they need and are quick to evaluate available products and services. Now it is not

sufficient to provide a business phone number or email id for customers to reach you

because in today’s global market place, all most all businesses starting from very small

taxi driver to flower seller do that even they have their business portal in multiple

languages, it is the time for you to reach customers. The days are gone when

companies used to force customers to get accustom to your product and services, now

customers have various choices- if not you or your product then someone else or some

other product, because when there is a demand, if not you someone else will supply the

resources to fulfill the demands.

       As we discussed about flat one world where the global information system

plays a major role in shaping the global market how you or your business wants to

use the same three E’s which helped in transitioning “the earth is flat” to “the world is

flat”. Now let’s focus on understanding the three E’s - Explore, Establish and Expand.
1.   Explore:

        First- explore yourself and your business what is the best you have or you can

offer. There are thousands needs and opportunities in the market, but it is difficult for

you to focus and fulfilling all the market needs or grabbing all the market opportunities.

Focus on the services or products you are best on, or the products or services you

are confident in providing efficiently and effectively in a time bound higher competitive

market, don’t always consider best possible scenarios where demand is high and

production is low, explore or create strategy for the market where demand is low but

supply is high and explore how to outperform the competitors in this high supply market.

Always create short term and long term goals and explore various strategies to fulfill

your goals. Second- Explore the need of market, understand and evaluate customers,

don’t think you are going to sale the product and service for single time, explore the

strategy to make your product and services saleable multiple times to your customers.

Also it is important to explore how to make a loyal customer who can work for you for

free like an I-Reporter or online boarding or printing ticket before going to airport. Create
strategy how to convert a customer to a loyal customer and a loyal customer to a loyal

advocate in short term and in long term. Be innovative in engaging customers with

you so that it will help in creating strong relationship with customers so that customer

can trust on your product and solution, you need to explore how to exceed customers

expectation, see the example of Apple Inc. Apple Inc. is successful in creating and

selling its brand, because in each and every product of it, Apple Inc. exceeds the

customers expectation and thereby created a unique and successful brand value for it

and for all of its products. Third- Explore how to make relationship with other business

and markets, specifically the businesses which are not your direct competitor and try to

explore new way of providing product and services with the help of your alliance. Now

in this highly competitive global business market it is difficult to continue business to

outperform customer’s expectation on products and services, you may need alliance

with others to create unique value for your product and services.

   1.   Establish:

   Once you explored all your possibilities, understanding customers demand and

more importantly understanding what you serve or produce better which will help you in

leading the market competition, create road map of how to achieve your target, how to

make the process seamless and stay competitive in the market. Establish the timeframe

for realization of your progress, create timeline for various phases of your progress,

create production plan or service approach, create plan for marketing and selling. Keep

option open to evaluate market opinion about your product and services. Mobilize your

partners and share responsibility with them and explain your goal and vision to them so

that they will understand what you are trying to achieve. Don’t hurry in expanding your
products or services rather focus on improving the products and services on which you

are master or which is your specialization. Try to create and establish a brand value

for your business as well as for all your products and services. Again don’t ignore what

customer’s wants, even though you will come out with some nice and unique product, it

is not always necessary that customers will accept it, keep room for improvement and

keep tight control on liquidity to continue your business. It is important to understand

what you want is not that important compared to what customers want and how you

want to operate business to how the global business wants you to operate the business.

Let’s establish yourself in such a way that your products and services will make you

market leader and help you in driving the market forces.

   1.   Expand:

        Once you establish yourself as one of the market leader in providing products

and services in your segment explore the possibilities about how to make your products

and services more superior along with the advances of technology and high completion

of global market. Explore the opportunities to expand yourself to reach more customers.

Create expansion plan to increase the products and services. Consider expanding

your relationship with other global business players. Open yourself to adopt new

technologies. Expand your reach by efficiently and effectively marking your brand along

with your products and services in different regions. Be flexible to localize your product

and services as per regional policies, culture and customers need. Keep exploring

market statistics; it will help you to understand where you need to focus for your growth.

Keep yourself open to new innovation and creativity. Keep your options open for both

homogeneous as well as heterogeneous growth. While creating expansion plan keep
focus on your current products, services and on your current customer base. When you

make expansion plan, keep your option open for consolidation and contraction, because

global business is complex and are much dependence then never before, now any

issue in any corner of this interlinked flat world affects the global economy and global

business operation.



Conclusion:

With the expansion of Global Information Technology and cross border business

models, the global business environment is very flat and in reach of every individuals

and business who really understand how to utilize it. The data which is available here in

North America is also available to people of Togo in Africa to Bhubaneswar in India to

Qatar in Middle East. Now it is high time for all businesses to understand and accept

this extremely complicated interdependence business model. As we are going to the

future where global information technology and global business environment along

with different individuals those who resides in various part of this world will decide

who is going to survive in the market and who will get wiped out of this global market

place, each businesses need to understand the globalized markets inter dependency

and create the strategy accordingly otherwise they will part of the history and only be

referred in articles like this to prepare case study by discussing their failure stories.

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3-E Approach- Explore, Establish and Expand

  • 1. I remember back in India when I was in school, when we first introduced to geography and our teacher told us that we are living on top of the earth, one of the quick questions came to most of the students mind is, what will happen when we go to the edge of earth? But slowly when get introduced to geography in more detail, we feel comfortable that we are not going to fall out of earth in fact we will reach in some other country. Though the journey from a flat earth to flat world not came in one night or in one month or in one year, it is a constant process of evolution. This journey of exploring, establishing and expanding started with exploring the truth about the earth to establishing colonial world of power to currently expanding businesses by leaping all boundaries. Few days back I came across one of the video featuring Mr. Thomas Friedman, where he was delivering a speech to introduce one of his book “World is Flat” at MIT. It is an interesting video and till date I gone through the video couple of times. I feel he is trying to deliver very interesting yet very serious topic, not because he is saying the world is flat, but by pushing me to realize why the world is flat. Now this time, I am reacting differently than when I was in school and my teacher revealed that the earth is
  • 2. spherical and it has gravity which helps in keeping things on its surface, this time when I heard the world is no more scattered and encircled within a limited boundary rather complexly inter connected where people can reach from one place to other in no time, where there is no boundary restrict spreading of knowledge and data, where people sitting in their basement and operating businesses throughout the globe, businesses are operating in distributed business model, one example is Boeing, which manufactures different parts of jet in different countries and yet assemble the components seamlessly in a centralized USA location to produce error free jet , also now you can do financial transaction in a country which is far away from your homeland. Yes, the world is enough flat to leap the geographical boundaries to connect and communicate with anyone any place on the earth. Now you don’t need to be relative of someone to get detail about any individual, the data and massages are no more intended for a single individuals, the data is broadcasted and distributed via internet and while you are on your bed, it is up to you to decide what you want to know and about whom you want to know. In this boundary less global information system world, you and me are the individuals those who works as news reporter for all major news agencies for free and news channels are able to show firsthand live updates from different part of the world without sending any news reporters or analyst to the other part of world. History has evidences of scientist, mathematicians and explorers like Aristarchus to Christopher Columbus and the journey is still continued with corporates going more global and reaching millions and millions of consumers and producers around the world. As the changes are happening so fast, no one knows what will
  • 3. happen tomorrow. In past people scared to travel because of ignorance by thinking the earth is flat and in future we will get ignored if we will not understand the true meaning of globalized world. In this highly competitive open world where everyone has similar opportunities and risks, it is interesting to see how the businesses are positioning themselves to take advantage of it or gets ignored by it. Whether you are aware of it or not, whether you want to participate or not, you don’t have much choice left because in past when you spent time to compete with your neighborhood business, when you are busy in advertising for “Free online banking”, the world moved up faster than your expectation to create one world global business equipped with global information system and it is already exposed you to the global business market. If you are not realized yet, you are already exposed to radiation of global competition where you have the opportunities to emerge victorious or loose to market competition. The only option you have is to accept the fact because the radiation of globalization is far bigger than Japans recent atomic leak due to earthquake and Tsunami. Now someone from some other place on the globe already implemented the business idea which you are still evaluating, now when you are planning how to reach customers, someone in some other place on the globe already changed the customers to their loyal advocate. In this one world global market, you and your businesses are not safe from the global economy and from global business battle field. Friends, the bells are ringing now, it is the time to realize and grab the opportunities as soon as possible otherwise you and your business will get crushed in the global competition. Again I want to repeat, in today’s flat globalized world, next door business is not the only competitor for you, now you have challenges from businesses those who are operating from some other part of
  • 4. world and you also have competition from individuals those who understands the flat one world and knows how to best use of this complex global business battlefield, in no time you may get a new business which will challenge your very existence, when we still going through the biography of Mr. Steve Jobs or reading about how the outsourcing consulting company Infosys started by few entrepreneurs from the living room of their house, someone in some other developing country already started an innovative lab back from their garage. Now the competition is global, for example Citi Bank which is based here in North America competing with ICICI Bank and State Bank of India in India, similarly in North America Citi Bank is competing with other American financial institutes along with financial institute from European regions and from South Asia, Nokia & RIM the initial leader in mobile phone technologies are struggling for their survival against Apple and Google, Ford and GM are competing in South Asia market with new ventures and opening the manufacturing in Asian countries while at the same time in North America competing with Japanese and Korean Manufacturers along with German Manufacturers. Now the business competitions are in three fold- Competition from community or local competitors, global competitors and competition from individuals throughout the globe, in every few minutes a new entrepreneur joining the one world global market to challenge and outperform well established business of the past. In recent days we have some good example to learn- GM cars are no longer the best selling cars in North America, Palm one of the early player in smartphone market is no more in business, Blockbuster lost its competition to RedBox and eventually Netflix with “we will bring service to your room” approach leading the entertainment market. In
  • 5. current days, people refer Facebook and twitter more than CNN, FOX or BBC. With long spreading of global Information Technology, source of knowledge is available to each individual with click of few buttons, in current time the consumers are aware of what they need and are quick to evaluate available products and services. Now it is not sufficient to provide a business phone number or email id for customers to reach you because in today’s global market place, all most all businesses starting from very small taxi driver to flower seller do that even they have their business portal in multiple languages, it is the time for you to reach customers. The days are gone when companies used to force customers to get accustom to your product and services, now customers have various choices- if not you or your product then someone else or some other product, because when there is a demand, if not you someone else will supply the resources to fulfill the demands. As we discussed about flat one world where the global information system plays a major role in shaping the global market how you or your business wants to use the same three E’s which helped in transitioning “the earth is flat” to “the world is flat”. Now let’s focus on understanding the three E’s - Explore, Establish and Expand.
  • 6. 1. Explore: First- explore yourself and your business what is the best you have or you can offer. There are thousands needs and opportunities in the market, but it is difficult for you to focus and fulfilling all the market needs or grabbing all the market opportunities. Focus on the services or products you are best on, or the products or services you are confident in providing efficiently and effectively in a time bound higher competitive market, don’t always consider best possible scenarios where demand is high and production is low, explore or create strategy for the market where demand is low but supply is high and explore how to outperform the competitors in this high supply market. Always create short term and long term goals and explore various strategies to fulfill your goals. Second- Explore the need of market, understand and evaluate customers, don’t think you are going to sale the product and service for single time, explore the strategy to make your product and services saleable multiple times to your customers. Also it is important to explore how to make a loyal customer who can work for you for free like an I-Reporter or online boarding or printing ticket before going to airport. Create
  • 7. strategy how to convert a customer to a loyal customer and a loyal customer to a loyal advocate in short term and in long term. Be innovative in engaging customers with you so that it will help in creating strong relationship with customers so that customer can trust on your product and solution, you need to explore how to exceed customers expectation, see the example of Apple Inc. Apple Inc. is successful in creating and selling its brand, because in each and every product of it, Apple Inc. exceeds the customers expectation and thereby created a unique and successful brand value for it and for all of its products. Third- Explore how to make relationship with other business and markets, specifically the businesses which are not your direct competitor and try to explore new way of providing product and services with the help of your alliance. Now in this highly competitive global business market it is difficult to continue business to outperform customer’s expectation on products and services, you may need alliance with others to create unique value for your product and services. 1. Establish: Once you explored all your possibilities, understanding customers demand and more importantly understanding what you serve or produce better which will help you in leading the market competition, create road map of how to achieve your target, how to make the process seamless and stay competitive in the market. Establish the timeframe for realization of your progress, create timeline for various phases of your progress, create production plan or service approach, create plan for marketing and selling. Keep option open to evaluate market opinion about your product and services. Mobilize your partners and share responsibility with them and explain your goal and vision to them so that they will understand what you are trying to achieve. Don’t hurry in expanding your
  • 8. products or services rather focus on improving the products and services on which you are master or which is your specialization. Try to create and establish a brand value for your business as well as for all your products and services. Again don’t ignore what customer’s wants, even though you will come out with some nice and unique product, it is not always necessary that customers will accept it, keep room for improvement and keep tight control on liquidity to continue your business. It is important to understand what you want is not that important compared to what customers want and how you want to operate business to how the global business wants you to operate the business. Let’s establish yourself in such a way that your products and services will make you market leader and help you in driving the market forces. 1. Expand: Once you establish yourself as one of the market leader in providing products and services in your segment explore the possibilities about how to make your products and services more superior along with the advances of technology and high completion of global market. Explore the opportunities to expand yourself to reach more customers. Create expansion plan to increase the products and services. Consider expanding your relationship with other global business players. Open yourself to adopt new technologies. Expand your reach by efficiently and effectively marking your brand along with your products and services in different regions. Be flexible to localize your product and services as per regional policies, culture and customers need. Keep exploring market statistics; it will help you to understand where you need to focus for your growth. Keep yourself open to new innovation and creativity. Keep your options open for both homogeneous as well as heterogeneous growth. While creating expansion plan keep
  • 9. focus on your current products, services and on your current customer base. When you make expansion plan, keep your option open for consolidation and contraction, because global business is complex and are much dependence then never before, now any issue in any corner of this interlinked flat world affects the global economy and global business operation. Conclusion: With the expansion of Global Information Technology and cross border business models, the global business environment is very flat and in reach of every individuals and business who really understand how to utilize it. The data which is available here in North America is also available to people of Togo in Africa to Bhubaneswar in India to Qatar in Middle East. Now it is high time for all businesses to understand and accept this extremely complicated interdependence business model. As we are going to the future where global information technology and global business environment along with different individuals those who resides in various part of this world will decide who is going to survive in the market and who will get wiped out of this global market place, each businesses need to understand the globalized markets inter dependency and create the strategy accordingly otherwise they will part of the history and only be referred in articles like this to prepare case study by discussing their failure stories.