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As regards Apple and Starbucks: “I love the consistency – knowing that anywhere in the world you can
depend on having the same experience in the store or being served a latte with the same taste in the same cup.
That’s great branding” Angela Ahrendts, former CEO of Burberry. In Harvard Business Review. JanuaryFebruary
issue, 2013.
In light of Ahrendts comment (, critically discuss the effects of globalisation from both a hyperglobalist and anti-globalisation perspective.