Chapter 03 – Doing Business in Global Markets
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In the past few decades, U.S. manufacturers shifted focus from manufacturing and
assembling products, to the design and architecture of products. Now, a new shift: the
offshore outsourcing of design and architecture is proving to be an even more serious
disruption to the U.S. economy.
Feedback: As lower-level manufacturing became more simplified, U.S. companies shifted
focus from assembling products to design and architecture. Soft goods companies like Levi-
Strauss and Nike have outsourced manufacturing for several decades. A new, second wave of
offshore outsourcing is causing more disruption to the U.S. economy due to loss of white
collar jobs, as well as manufacturing jobs.
180. Yesterday, Frank was trying to use his new laptop features, with only a negligible
amount of success. His warranty said that he had three months of free technical support,
so he promptly called the tech support number. After several minutes, he finally got
through to someone who spoke English (the same language he speaks), but the dialect was
still difficult to understand. He shook his head as he tried to listen carefully to every word
the guy at the help desk provided, and thought to himself, “There are some pros and cons
to outsourcing. I’m not certain the service is adding value for the customer.”
Feedback: Although the producers of products and services find offshore outsourcing to be a
more cost efficient way to provide service to customers, the customers’ perceptions of this
service does not always meet with their expectations.
181.