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With the growing trends towards the global community, it is becoming more and more necessary for us to find the balance between the global and the local. It would seem that all you need to look at in order to see what the current trends and drives are in a society, is their advertising. Catch slogans like, 'Help your small business take its place in the global economy, use brand X', are all indicators that we are headed towards the 'globalisation of the globe'. Globalisation is not something that is fixed and secure. The questions, the definition and the operations in practise all have many questions surrounding them and they each have many dimensions. Questions such as, 'has uncertainty and diversity been growing?' 'Are we finding ourselves in a society that is more uncertain and diverse?' ' Is this bringing more risk to society?' There are many factors that have influenced...

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