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DeAnna Horton: Module 1Chapter 1Globalizationaffects most companies as they are dealing with the import and export of their products and services internationally. Technology has made working in a global environment easier with the use of emails, Skype (video conferencing), and the Internet. “Coca-Cola is trying to build a global juice business through deals in Latin America, Russia, and China.” (Noe 12) Evensmaller companies face similar issues of finding and retaining employees. Communication barriers exist as businesses grow outside the US. Most of us have experienced calling tech support or service and encountered someone it was difficult to understand; those overseas facethe same barrier when dealing with call centers based in the US. Training must be provided to all personnel, foreign and domestic, so cultural and language differences can be overcome. A company must expand internationally to achieve large growth.Companies have realized the importance of intangible assets and human capital. They have begun to comprehend they cannot achieve a competitive advantage unless they place as much value in the intangibles and human capital as in the financial aspects of business. Intangible assets are hard to duplicate and contribute greatly to achievement of a competitive advantage. When two companies produce the same goods or services, the only difference is their human capital and intangible assets. The company that focuses on their workers’ experience and knowledge, and provides training for the workers to increase their skillset, will more readily achieve a competitive advantage. The employees will be more engaged and less likely to take their knowledge elsewhere.The changing demographics and diversity of the work forceis a challenge all companies face. American workers are getting older, living longer, and working during retirement. Immigrants are working and having children. Women of all age groups are in the work force with their numbers rising. (Noe 17) Companies must embrace this diverse workgroup and provide opportunities for all to achieve advantages. I lived in Texas, near Austin. While large portions of the state operated on “the good ol’ boy system” of who you know, Austin welcomed those of different cultures and sexual orientation. Keep Austin Weird is the city motto. Word spread that this was a favorable place, without bias, and people moved to the city knowing they would be accepted and could have a fruitful career in business. More businesses came to Austin and wider ranges of creative ideas occurred. Other companies need to be more accepting, especially as the labor force changes to reflect a larger diverse workforce.