Ahrendts comment

In light of Ahrendts comment (quoted in the paper requirements), critically discuss the effects of globalisation from both a hyperglobalist and anti-globalisation perspective.

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As regards Apple and Starbucks: “I love the consistency – knowing that anywhere in the world you can
depend on having the same experience in the store or being served a latte with the same taste in the same cup.
That’s great branding” Angela Ahrendts, former CEO of Burberry. In Harvard Business Review. JanuaryFebruary
issue, 2013.