English Language and Cultural Homogenization

English Language and Cultural Homogenization Abstract In this paper, I will look at the subject matter of English language and the relative importance it stages in the sphere of globalization and cultural homogenization. The usage of English language has intensified the ongoing process of the modern communicative world amidst the impact of socio-cultural globalization. Its competency in the global scenario is highly sought in communication as also in occupying better positions in the market economy as an inter-linkage of understanding between two or more countries that inhabit cultural attachment of ones own language. However English language is criticized on account of heterogeneity that exists in the world countries which often provoke conflicts, along with the varying cultural settings through different practices and physical characteristics, and for which language is one that define their cultural background. Despite the fact that English language being the most influential panorama in the global language field, especially on the so cio-cultural aspect, it has been argued that its impact has devalued certain cultural norms and practices which is meant to have a negative impact on the language and culture of certain countries, especially of those colonized countries and the non-English speaking cultures. Nevertheless English language has a great impact on how people view themselves and others in the diversity of cultural background and within ones own cultural milieu. Furthermore, English language and its mode of education have a greater impact on our culture and relevant understandings. Despite being critiqued in many aspects, it establishes a dominant feature in the process of globalization with the subsequent effect it has on the socio- cultural exchange and learning. Introduction Language is one of the most important tools that greatly distinguish the capacity of human beings, placing humans at the top of the evolutionary ladder (Neuliep 2006: 246). Anthropologist and linguist like Edward Sapir argued that the language of a culture has an impact on the people belonging to that particular area on how they think, how they perceive the world around them, how they view their natural and social environments; Similarly, Whorf also stress on the idea that the languages of the people determine different types of observations that helps perceive the world differently (Ibid.). This led to the Sapir- Whorf Hypothesis that rests on two principles- the principle of linguistic determinism which believes that what one thinks depends on what language one speaks and the principle of linguistic relativity which determines that the different views of the world as seen by the speakers are based on the different languages they belong to. While there are linguists who believe that the language of the people is determined by the vocabulary and the grammar structure that corresponds to the nonverbal culture depending on the geographic, climatic, kinesic, spatial, and proxemic aspects of culture that shows itself to the cultures language (Ibid.246-248). On one hand, the varied forms of vocabulary and the meanings attached to the language is a form of culture and as such language and culture are inextricably linked; while on the other hand, a groups language defines their cultural group and cultural identity that enable social bonds stronger  [1]  . Language make possible, people belonging to different cultures, to communicate effectively that are in a way enriching ones personal and professional connectivity. It is an important tool for a knowledge based skills attitudes which incorporate ideas, customs, habits, and values that enable oneself to participate in the local and international subjects, while enriching ones personal and professional life  [2]  that characterize its impact in the process of the socio-cultural globalization. Language determines the historical tradition of people and their respective culture that are rooted in their attitudes and behavior through varied form (Ibid) In the domain of socio-cultural perspectives, Waters (1995: 3) defines globalization as a social process in which the constraints of geography on social and cultural arrangements recede and in which people become increasingly aware that they are receding (in Sengupta 2000: 3140). Certain terms that attributes to the global culture effects are Westernization, Mcdonalisation or Cocacolonization which are much talked about in the discourse of globalization, to which Westernization draws much of its critique on account of the relative effects that draws upon the rest of the world as much as cultural diffusion is concerned (Ibid.). In addition, those factors that influence the process of globalization are met through symbols of values, preferences and tastes, and not through economic materials and political power exchanges (Ibid. 3141). In the domain of establishing English language as a global practice, Britain and United States seem to have an upper hand because of its strong political and economic power for the past two centuries. The use of English Language in the fields varying from publishing, science, technology, commerce, diplomacy, air-traffic control and popular music, are drawn mostly by the aforesaid countries to forming a well known world language more popularly  [3]   English Language in the Globalization era . In the earlier times, there was an indication with regard to English as a world language, i.e., The International Herald Tribune, the former New York Herald Tribune described as The worlds daily newspaper (Phillipson 2001: 188-89). English language is perhaps the most well known language in the world spoken by native as well non-native speakers. Globalization is the buzzword the world is talking about and there are extensive literatures that relate to it but there is not much literature that specifically relates to globalization and the English language as much as the study on the global English is concerned (Ibid.). English competency is regarded as an essential tool for survival in the era of globalization, which is predominantly used in the computers when the world is largely interpreted through it  [4]  . The language of English is very popular worldwide that it has an immense role in specifying the dominance of communicators in the present globalization times that affects socio-cultural identities. The language of English is also a central part in the dominance of international politics and commerce  [5]  while also in the military links  [6]  and culture  [7]  (Phillipson 2001: 187). In the European Union too, there is much visibility on English being its dominant language, while in the central Europe the knowledge of English language is now a basic skill for a modern adaptability just like any other skills like driving a car or using a computer  [8]  . It is therefore acknowledgeable that English language is regarded as an international language that enable people to understand the ways of the world better and even communicate more smoothly  [9]  . It enables people belonging to different cultural background to come closer and to understand each other better through the communicative mode of interaction. English language is now regarded as the dominant language in the world, more popular than French because the latter is seen to be losing its ground of priority in its studies and in the everyday usage  [10]  . Further, Arnold (2006) stresses on issues as to how in the global world the English language implicates the non-English speaking culture or countries to construct itself to a form a global culture, while denoting that the globalization effect on socio cultural aspect is also caused by the colonization influences and power. Then there are instances where, about 6000-7000 spoken languages and many more sign languages and hundreds of languages across the national borders, in addition to the role of the monolingual speaking nation states that greatly affected the marketing systems and the consequent threatening affects caused by globalization (Phillipson 2001: 188-89). Critical aspects of English Language in the globalization era There are a lot of controversial issues as much as the conceptualization on English as the global language is concerned. Even though the language has marked its potency as an essentially standardized form in the speaking languages of the world, it has been critiqued for its limitations because it cannot be applied to every country or speaking communities in the world. Phillipson (2001) mentions that majority of the worlds citizens do not speak English, whether as a mother tongue or as a second or foreign language and as such, urges upon scholars to analyze things in this particular matter as to whether the English language really do serve the need of the citizens in the world or, if its use serve the better of everyone in the world if it is being considered as the world language. A lot of decisions that affect the worlds population are taken in English including the educational academics and including the scholars , and as such it is questionable as to whether it serves the interests of people in the world or whose interests does it actually serve? (Ibid.189). In addition, the colonial legacy in India is considered as capturing not only the regions economy and territory but in conquering minds that further states that the educational policy of the British was based to create A class of persons, Indians in blood and colour, English in taste, in opinion, in morals and in intellect (Ibid. 189). Likewise, we can find the dominance of the English language at every educational institutions and universities, as also of the distance educational policies and purposes. On critiquing the diffusion and domination of the English language, it entails that the promotion of one language (English) and one culture (the USAs) at the expense of others through linguistic imperialism with a system of production and ideologies brings about an economically expansionist and exploitative world order, while Agnihotri and Khanna (1997) argue for a need to shift language planning paradigms so that English would sustain and not destroy the multi-lingual ethos of India (Ibid. 193). While there is a prominent diffusion especially on the part of English language spreading throughout the world, it is also important to preserve ones language that incorporates its cultural settings. On account of this, it well known that apart from ones mother tongue there are numerous people who speak English which has an enormous effect on ones identity. In this regard, it has been argued that the cultural attachments in a language dies once there is a prominent and constant use of English while the local one diminishes, and as such, there is a need to stress to preserve linguistic diversity so that ones culture be prevailed (Arnold 2006) In the process of globalization, the World Bank also retains the usage and role of English as the pioneer of educational policy along with other transnational corporations including the European Union (EU), while there are certain corporations that aid and provide funding projects  [11]  in order to upgrade their business for the purpose of English and likewise, making use of English education for business purpose (Phillipson 2001: 190-92). David Blunkett, the British Minister for Education and Employment alleged that they make use of English language as a tool for economic development and competency, while they also intends to expand their culture overseas from the viewpoint of cultural globalization (Ibid.). With the globalization as the spark of the various ongoing factors between the world countries, even the usage of the present Information Technology (IT) characterizes English as the e-language of the world. English language being supposedly the language of electronic globalization at the present world was also the language of geographic globalization in the earlier times which has an impact on the related cultural imperialism (Arnold 2006: 2). This effect that it has on the colonized countries and their relative cultures is understood to have a negative impact as far as preserving ones original identity and culture is concerned. In this connection, it has been critiqued that English language as global language destructs the non-English speaking communities  [12]  , which is understood to be affecting their local cultures lives. It is therefore assumed that considering English language as a global form of language will be like one world: one dictionary or questions if it could al so mean one world: one language?  [13]   The British culture is considered as the most dominant in the cultural imperialism effect, as also because of the fact that it has influenced the culture of the world education that lines through Africa, America, Asia, and Australia; it has enabled to form a sort of community different  [14]  from its own cultural background (Ibid. 3). Hence, the English language is criticized on the base that it has led to a devalued form of our own languages in the community practices that involves our customs and beliefs, laws and preferred form of lives, which in turn has made our culture strayed from its original belonging. Nevertheless, the English language is considered as the strongest of all global influences as far as the diffusion of languages are concerned (Ibid.). The imperialistic attitude of English language in the globalization process is also seen at the two theories namely Exploitation Theory which is the imperialistic form of approach and the Grassroots Theory that takes a neut ral role in the cross border communication process  [15]   Impact of English Language on globalization and cultural homogenization After the II world war, the globalization effect brought with it the free trade agreement  [16]  that further led to transfer of goods and services (economic as well cultural); the economic front were the production, trade and transportation while the cultural transfer in the form of music, art, fashion and lifestyles, communication through World Wide Web and Language  [17]  . This aspect of goods and service transfer in the globalization process places English language as one important aspect, that in turn has a huge impact on the level of communicators linkages, locally and internationally, and this criterion makes English as the dominant form of communication process in the globalized world. With the globalization effect and the role of information technology that has ushered in, the earlier definition of geographic colonization has terminated to formation of an electronic globalization that has now role to play in the socio-cultural aspects of peoples life, in a way that geography does not matter anymore, however that, local lives can be lived and stretched out through electronic ways of communication and sharing ideas and knowledge (Arnold 2006). English language is predominantly used as the global mode of communication that has a greater affect in the global culture characterized by a form of modernized e-language throughout the diffusion of culture sharing. Hence, English language is characterized by its impact on the homogeneity and heterogeneity of world cultures despite being critiqued that it is based on its colonized mission and strategies that furthers the problem of non-English speaking communities. Its enables one to identify the different cultures that exist s in the world and also to view ones own within the cultural background and the diverse set of practices in the world on account of it. Redman (2002) have argued that, communities that express their languages and cultures are learning to become homogenized and for which English spans the divide between people and cultures. It isnt owned by Britain and America: now it belongs to everyone, in addition, Burnett (2004) argues that English language could belong to everyone and all the practices and cultures of other languages vanish or of no usage any longer (in Arnold 2006: 3). The globalization and technological intervention has brought about a most popular form of a web-based language- English language that has initially led to a formation of a new form of culture and language authenticity (Ibid.). Hence the web-based English language is intensifying the process of communication and in sharing world wide cultures across various communities. The role of English language has a great impact on various aspects such as political, economic-business, education, socio-cultural and other factors that vary from local to international perspectives. Its usage is like opening windows to the wider world that is believed to bring about economic progress and a better means of communicating for any kind of international understandings  [18]  . English language is taking over the world communicative process and hence, the local culture too (Arnold 2006). Arguing on a topic as to whether English language is a killer language or not, it has been observed that it is not necessarily a killer language because it acts in accordance to situation or dominance, while another important aspect of it is that, it does not merely impose applications of vocabularies to other countries; it has also been adopting itself to the expressions of other languages and cultures  [19]   Eventually it has led to the formation of a borderless world, a techno-driven on the global real/virtual basis of online connectivity, a global culture, often described as the culture of global village (Arnold 2006). According to Krishnaswamy and Brude (1998), the English language and its spread in the global world of developmental aspect after the two world war was that It is almost as if God said, Let there be language, and there was English, while it is also seen as a necessity and a form of key to success in the process of globalization (Kak 2005: 39) Conclusion English Language has brought about an immense cultural interlink age through the communicative process along with the role of the educational system that it hinges upon in almost the entire world. As such, it stages a relative importance in the sphere of globalization and cultural homogenization process. The mode of communication has greatly intensified the sharing of ideas and knowledge of the world cultures. The Information Age has made the means of communication a lot easier and the cultural homogenization stronger. It has globalized countries that inhabit their own cultural attachment through the diffusion of languages and most importantly specifying the dominance of English language in the process. Even though it has been criticized on account of the conflicts that arise because of heterogeneity or being blamed for devaluing certain cultural norms and practices, it has a great impact on the cultural homogenization in the form of blending knowledge, ideas and cultures through the effects of information and communication process, be it virtual or real and vice versa. The globalization era has therefore greatly enhanced the role of English language and its impact on the cultural homogenization enabling people to come closer beyond boundaries in the diverse set of different cultural backgrounds into forming a cultural homogenization.

Developing Managers :: GCSE Business Marketing Coursework

Developing Managers: The Functional, the Symbolic, the Sacred and the Profane [*]. Author/s: Ken Kamoche Abstract This paper offers a new perspective on international management by examining the role of culture and management development in creating international expertise, a sense of identity and realizing organizational control. A critical analysis of the culture transmission and management development philosophy and practice of a UK-based transnational reveals how the transmission of culture accomplishes management development objectives, while management development itself serves as a vehicle for the transmission of the desired corporate values. This recursiveness is sustained by a corporate ideology that urges the creation of integrative values and, in turn, is legitimized by the quest for favourable functional and symbolic consequences. Descriptors: management training and development, culture, ideology, functionalism, symbolism Introduction Reconciling headquarter-subsidiary interests while maintaining a distinct identity continues to be a major challenge for multinational firms, hence the think global/act local paradox. For Ghoshal and Bartlett (1990) this problem can be addressed by effectively handling the network of exchange relationships. Other solutions include socialization and the management of expatriates (e.g. Edstrom and Galbraith 1977; Tung 1982); managing relationships between expatriates and host-country subordinates (e.g. Shaw 1990); creating cultural synergy (e.g. Adler 1980); fostering cooperative relationships and developing conflict-resolution mechanisms (e.g. Doz et al. 1981); diffusing 'best proven practices' (e.g. Rosenzweig and Singh 1991); reconciling organizational linkages (e.g. Borys and Jemison 1989) and diffusing and leveraging knowledge (e.g. Gupta and Govindarajan 1991; Kamoche 1996). Bartlett and Ghoshal (1989: 187) found that successful transnational firms used management development 'to build cultural norms, sha pe organizational processes and influence individual managerial behaviour in a way that reinforced worldwide strategies and organizational objectives'. This implies a potentially integrative role for culture and management training and development (MTD). Going beyond the typical concern with 'better skills', this study offers a much more complex and multi-faceted picture of MTD which reveals an intricate interplay between MTD and corporate culture. We show how managers in a multinational firm disguised as International Products (IP) account for their training and career development activities and how they rationalize such activities in terms of an integrative corporate culture. [1] Thus, MTD serves as a tool for the transmission of culture, while a putative integrative culture in turn furnishes the rationale for MTD. This recursiveness finds legitimacy in the ideological premise, promulgated by senior management, that it is in the joint interests of the firm and the managers to absorb and internalize the organizational values inherent in the corporate culture, because this helps managers to secure a high-flying career.

True Life: Reality Television Is Scripted

Since the 1990’s, when reality television first started becoming widely popular, we have been able to see into the lives of different kinds of people, often turning everyday people into celebrities. With some of the most popular reality television shows, like Big Brother, True Life, American Idol, and most recently Jersey Shore, we are led on to believe that it is all real (â€Å"The Hunger Games Theme of Versions of Reality†). The reality of this television though is that most of it is either altered or manipulated just for our own entertainment.The directors of some of these shows often script, manipulate and plan situations to make the shows more appealing to their audiences (â€Å"How Much of the Reality†). Even in popular books like The Hunger Games where reality television is a theme, it is shown that it is changed just for the entertainment of the viewers (â€Å"The Hunger Games Theme of Versions of Reality†). While it is perceived to be real, the t itle of â€Å"reality television† is a misnomer because most showed turn out to be fake and scripted.Reality television directors push their participants into exploiting themselves for the entertainment of their viewers. There are hundreds of reality television shows currently on, and they make up a large portion of what people are exposed to in popular media, especially young people. While most shows won’t admit to being scripted, in fear of losing their â€Å"reality television† title, some shows have admitted to planning situations to get a good reaction out to the cast, which makes for more interesting television.Also, some directors have said that they do push the participants to the edge when they can to get interesting reactions out of them. They say there are lines that they don’t tend to cross, but they like to mess with the mind of their participants of their shows (â€Å"How Much of the Reality†). By pushing the people to their limits, a nd manipulating situations, they basically do whatever they can to produce an entertaining show.In the country of Panem, where the book The Hunger Games takes place, reality television is something that the people look forward to each year. The people of Panem and especially the people in the Capitol gather together and look forward to seeing the games each year; just as a group of friends may get together and watch the season premiere of Jersey Shore. The people look forward to one show in particular though, called The Hunger Games.But this reality show they watch is a little different than the ones we watch; instead of living in a house with strangers, or hopefully finding true love, the contestants kill one another until one is left standing (â€Å"The Hunger Games Theme of Versions of Reality). The game makers, who are the ones controlling the game don’t seem to always make it fair, that’s where is seems scripted in a way. There are several examples in the book wh ere The Hunger Games was altered simply for the entertainment of the viewers.First, throughout the training Katniss, the main character of the story, is told to be and act like someone whom she is not. Katniss is told to act friendly, and personable, and desirable so that she will have a stronger chance to surviving the games and it will make the viewers like her (Collins 135). Also another important example of when the Capitol changed the game for entertainment purposes is when they set fire to the forest to keep Katniss in the game (Collins 171). They also set the fire to give the viewers some excitement.In today’s reality TV, the directors will stir up conflicts and situations often to create excitement. In modern day reality television and also a fictional version of reality TV in The Hunger Games, entertainment of their audiences is more important than the actual realness of what they are showing. Being said to be some of the most romantic shows on television, an average of 17 million people tune in each week to view The Bachelor and The Bachelorette. What seems to be true love on screen, doesn’t always translate to that off screen.The success rates of the show’s relationships are low. In the 23 combined seasons of The Bachelor and The Bachelorette only 17% of couples are still together. Most of the couple who are not together anymore broke up between 1 month and 1 year after the finale of the show. With so many failed relationships resulting so quickly from the show, it makes viewers wonder how much of the romances were actually enhanced for the for entertainment of the show (â€Å"How Many Bachelor†).Reality television is widely popular in today’s entertainment; it seems like you can’t turn the TV on without having not having the option of catching up on a different version of reality television. We are led on to believe that it is all real, but the reality of these television programs is that it isn’t al l real. A lot of it is faked just to get a good show, and to entertain people. While simply the genre of reality TV naturally drives people’s interests in, so the directors manipulate situations and people reactions to produce something that they hope to get as many viewers as possible.Its supposedly â€Å"reality television,† so why isn’t it all real? Work Cited â€Å"How Much of the Reality Show Is Scripted? † Forbes. Forbes Magazine, 30 July 2010. Web. 04 Oct. 2012. . â€Å"The Hunger Games Theme of Versions of Reality. † Shmoop. Shmoop University, Inc. , 2010. Web. 04 Oct. 2012. . Collins, Suzanne. The Hunger Games. New York: Scholastic Press, 2008. Print. â€Å"How Many Bachelor and Bachelorette Couples Actually Make It? – The Bachelor. † Home – wetpaint. com. N. p. , n. d. Web. 17 Oct. 2012. .

Liberalism vs. Antiliberism essays

Liberalism vs. Antiliberism essays Political scientists have long debated the proper course to consider, resolve, and overcome conflict so to maintain order. In particular, the conflicts of the individual vs. society the rights of the individual vs. the rights he or she must relinquish in order to be a part of society have generated much controversy. Man has proved to be an insatiable creature, perpetually hungry for that which he does not have. As mans desires grow, so does his want for money and power. The quest for such, which represent societal status, consumes his life. Indeed, man is inherently selfish. He holds an innate disposition against sharing wealth and power with others. However, this conflict must be resolved in order for man to live in society. Through the ages, many have tried to propose an incisive solution to this problem. To fit the political and socioeconomic conditions of the time, those solutions have employed and manipulated the ideas of past thinkers. Two starkly contrasting ideolo gies emerged: liberalism and antiliberalism. In this paper, I will reference several prominent thinkers of both ideologies. I will highlight their ideas within the historical context they formulated them. This analysis will serve to contrast the differences between liberalism and antiliberalism. Liberalism is based on the philosophy of freedom and equal rights. From its rise as an anti-Roman Catholic reaction, it is a repudiation of absolute rule. Liberalism called for the liberation of those oppressed under absolute rule; it is the belief that all human beings possess rights. Moreover, it asserts that humans are endowed with the ability to realize their rights. As rational and equal human beings, individuals have the ability to recognize problems and solve them. This enables a natural progressive improvement in society. John Locke is considered as the founder of liberalist political thought. In fact, Lockian political tho...

Vietnam DBQ essays

Vietnam DBQ essays The uniqueness of Vietnam can be broken down into three categories: the brutality of the war, the inaccuracy of the photo-journalistic coverage of the fighting and the wars length. There is no doubt about the brutality of the Vietnam War, but even before the Americans entered the war there was uprising in Vietnam. An example of this uprising was brought to the worlds attention when Malcolm Brown in 1963 took a picture of a burning monk taken in front of Ankwong Pagada. Thich Quang, a monk, committed suicide by dousing himself with gasoline and setting himself on fire, in order to protest against the Catholic government of Diem, which was prosecuting Buddhist monks. In 1967, Tim Page took a picture called Carnage. This picture showed the brutality of the war by letting people know what a Vietnamese booby trap can do to a group of grunts. In this picture a person had tripped a wire, after reading a sign that stated Any Americans who read this will die! triggering a bouncing betty to spring up and zap anyone in sight. As a result, 19 were killed, 31 wounded in a matter of seconds. By the time medi vac came in, there was a smell of death in the air and bod ies everywhere. How can we forget about arguably the most famous picture in Vietnam? The Napalm Girl, taken by Huynh Cong Ut in 1972. This is a photo of naked girl, named Kim Phuc, tore her own clothes off and come running out of a burning village, screaming Nong qua! Nong qua! (Too hot! Too hot!), after a Skyraider dove in and let go a napalm bomb that exploded near a Dai Temple in Trang Bang. Unfortunately for Kim and the other villagers the bomb was dropped on the wrong side of the village, missing the targeted Vietcong and N.V. troops. My Lai Massacre. Though, the 2nd Indochina war was unique in that it was the first TV war, one cant believe in everything he or she believe ...

Sexual attractions in the client - therapist relationship - Psychology Essay

Sexual attractions in the client - therapist relationship - Psychology - Essay Example apist has an intrinsic responsibility to understand this and be able to handle it - which means finding his or her own sexual gratification elsewhere†¦ It is far better to assert your own boundaries than to transgress those of the client. (par. 13) Three most important features describe the context in which the client-therapist relationship takes place: â€Å"there is an expectation of trustworthiness, an unequal power relationship exists and the interaction occurs under condition of privacy† (Feldman-Summers, 1989, cited in Hall, 2001, p. 512). First, trust is expected, because it is this trust that makes the therapist-client relationship possible. Trust on the part of the client is what makes him/her divulge even the deepest secrets in his/her life/self believing that his/her therapist would bring him/her â€Å"towards a healthy mind and healthy life† (Borden, n.d., par. 14). On the other hand, trust on the part of the therapist is more to him/herself that he/she could fulfill his/her responsibility to his/her client. Second, the relationship between the client and the therapist could never be equal, as the client relies almost fully on the expertise of the therapist. In fact the therapist’s power over h is/her client basically comes from the following sources: (1) aesculapian power – â€Å" the power that the physician possesses by virtue of her training in the discipline and the art or craft of medicine;† (2) charismatic power – â€Å"the personality characteristics of the physician;† (3) Social power – â€Å"arises from the social status of the physician† (Brody, 1992, cited in Hall, 2001, p. 513); and, (4) â€Å"hierarchical power, the power inherent by one’s position in a medical hierarchy† (McMillan & Anderson, 1997, cited in Hall, 2001, p. 513). Thus, it is of vital importance that a ‘neutral, safe place’ be established for the client to be fully free allowing a therapeutic alliance to grow (Simon, 1999, cited in Hall, 2001, p. 512). And third,

Business Policy (Case Study) Case Study Example | Topics and Well Written Essays - 1750 words

Business Policy ( ) - Case Study Example It is observed that the most powerful feature of the Ford is its flexibility to assimilate with various market situations. This extreme feature has assisted the company to vie with many competitive aspects of the market. It also seems that the Ford possesses an efficient management team whothat effectively forecasts the market and changing consumer tastes and thereby designs innovative car models. This case study gives a detailed view of the automobile industry evolution and its progress over different eras. This paper evaluates the features of Ford Motor Company and also analyzes impact of 2008-09 economic crises on the company. Context of the case The first internal-combustion powered vehicles were notably produced by Gottlieb Daimler and Karl Benz in Germany. This was an epoch-making innovation in the history of automobile industry. By the end of nineteenth century, hundreds of manufacturers were producing automobiles both in Europe and in America. The twentieth century witnessed the rapid growth of automobile industry and thus the upward trends in sales volume were clearly visible after the Second World War. From the figure 4.1, it is precise that trucks and buses were less produced in US at the beginning of the 19th century as compared to other passenger vehicles (p.49). However, this trend gradually changed after 1990s and it can be clearly attributed to the effects of globalization and industrialization. Uncertainty over the design and technology of the motorcar was the major issue that impeded the early years of automobile industrial growth. The figure 4.3 indicates that US motor vehicle production as percentage of world’s production gradually declines from 1965 to 2008 (p.50). During the earlier periods of motor vehicles production, the internal-combustion engines faced tough competition from steam as well as electric motors. However, ranges of fascinating features of internal combustion engines could dominate the market. Over this period, compa nies brought different designs and technologies among which many one-promising designs were relegated to the scrapheap of history. As we discussed earlier, the Ford Model T was one of the designs that became the focus of attraction of automobile market in this period. Different countries adopted different sized market segments so as to capture the market opportunities. It is necessary to note that â€Å"Fordism† was the first major revolution in process technology although Toyota’s â€Å"clean production† got world wide acceptance during the 1980’s and 1990’s. The case reflects that the cost of creating a new mass-production passenger car from drawing board to production line was in excess of $1.5 billion. This huge cost associated with product development blocked faster economic growth of car manufacturers. This situation persuaded the companies to think about the concept of mergers and acquisitions. These integration processes and thereby combine d operating costs have assisted the companies to take advantages of lower product development costs economies. The figure 4.4 shows that Ford had made alliances with numbers of other automakers like Tata and Toyota. The Ford’s trend of the past 30 years shows that the firm moves toward increasing outsourcing of materials, components, and services with intent to achieve lower