at corporate headquarters to provide a global consistency (read as sameness) in the company's advertising messages.
Global marketing in the last years of the twentieth century is moving in the direction of the concept of mass customization and cycle time reduction. Cycle time reduction has two major objectives·speeding new products to market and quickening response to customers in manufacturing and delivery. Within this context, process cycles are considered both narrowly and broadly. The production process for a single product is a narrow conception of a process cycle subject to time compression. Many firms, however, will not be able to attain the optimal benefits of cycle time reduction if the process cycle is addressed only in the narrow context. Addressing the process cycle in the broader context requires the inclusion both of suppliers and distribution networks. The application of the concept seeks shorter cycle times, efficient inventory management, efficient consumer response, and attention to quality. Benefits attributable to cy
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