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" Many have assumed that the Internet changes everything, rendering all the old rules about companies and competition obsolete. That may be a natural reaction, but it is a dangerous one . . . decisions that have eroded the attractiveness of their industries and undermined their own competitive advantages." Michael Porter Technology is revolutionising global business, this in turn is affecting international consumer behaviour. Some examples of technological advances could include the Internet, mobile phones and modern aircraft. The consumer can now easily purchase items from a variety of sources worldwide, this encourages competition between manufacturers reducing costs to the customer. Before the advances in technology, the supply and demand tended to be influenced by industry, whereas nowadays the customer needs and wants lead companies in different directions. The purpose of the following essay is analysing this behaviour to illustrate some of the advantages and disadvantages of the use of technology. ...

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