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zara technology: go to market strategy - University at Buffalo School ...

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4.48 million as estim<strong>at</strong>ed by 2005 census. It is a multiracial city st<strong>at</strong>e with a majority<br />

popul<strong>at</strong>ion of Chinese with substantial Malay and Tamil Indian minorities.<br />

The country is a parliamentary republic where a Prime Minister is the head of the<br />

<strong>go</strong>vernment. It has a multiparty system and an independent judiciary. Since its<br />

inception, Singapore has been lead by People’s Action Party (PAP). Government<br />

bureaucracy is managed by n<strong>at</strong>ional Civil Service. A hallmark of <strong>go</strong>od <strong>go</strong>vernance by<br />

PAP has been relentless focus on service <strong>to</strong> the various constituencies and an uncorrupt<br />

bureaucracy. This has spanned in<strong>to</strong> a large bureaucracy organized <strong>to</strong> serve individual<br />

constituencies within business community and citizenry <strong>at</strong> large. The Civil Service seeks<br />

<strong>to</strong> <strong>at</strong>tract the best and brightest in the country <strong>to</strong> serve the public <strong>at</strong> a salary benchmarked<br />

with the priv<strong>at</strong>e sec<strong>to</strong>r. Leadership is required <strong>to</strong> clearly enunci<strong>at</strong>e the agenda and<br />

measure outcomes as they believe appropri<strong>at</strong>e. In terms of accountability, any criticism<br />

of the bureaucracy, particularly in media, is vi<strong>go</strong>rously defended. Leadership in civil<br />

service is regularly rot<strong>at</strong>ed <strong>to</strong> infuse new blood and prevent possible encroachment of<br />

corruption as a result of longevity of leadership in a decision making position. The Wall<br />

Street Journal and The Heritage Found<strong>at</strong>ion, Washing<strong>to</strong>n’s preeminent think tank, have<br />

for over a decade tracked the march of economic freedom around the world with their<br />

influential Index of Economic Freedom. Singapore ranks 5th out of 158 countries in their<br />

Corruption Perceptions Index for 2005.<br />

Rel<strong>at</strong>ionship with Business<br />

Singapore Government is generally considered <strong>to</strong> be pro-business, in a unique<br />

partnership with them. One senior Civil servant has <strong>go</strong>ne so far as <strong>to</strong> describe business as<br />

<strong>go</strong>vernment’s “cus<strong>to</strong>mer.” Following the recommend<strong>at</strong>ions of the United N<strong>at</strong>ion’s<br />

Development Committee, in 1961 the Ministry of Trade and Industry (MITI) established<br />

the Economic Development Board (EBD) <strong>to</strong> foster economic growth in the country. It<br />

has served as “one s<strong>to</strong>p shop” for intern<strong>at</strong>ional inves<strong>to</strong>rs. EBD has been very successful<br />

in its mission. Singapore is home <strong>to</strong> 3,000 multin<strong>at</strong>ional corpor<strong>at</strong>ions (MNCs) from the<br />

United St<strong>at</strong>es, Japan, and Europe engaged in almost all sec<strong>to</strong>rs of the economy. They<br />

account for more than two-thirds of manufacturing output and direct export sales,<br />

although certain services sec<strong>to</strong>rs remain domin<strong>at</strong>ed by <strong>go</strong>vernment-linked corpor<strong>at</strong>ions.<br />

Despite its small size, Singapore is now the tenth-largest trading partner of the United<br />

St<strong>at</strong>es.<br />

Rewards of Government’s pro-business policies have been spectacular. Although<br />

Singapore’s economy is small by global standards, it is a rel<strong>at</strong>ively rich country. In 2006,<br />

Singapore’s GDP was US$141 billion with a per capita GNP of US $31,400. The per<br />

capita GDP of the tiny island n<strong>at</strong>ion equals th<strong>at</strong> of the four largest European countries<br />

and is five times th<strong>at</strong> of its nearest neighbor, Malaysia. Singapore’s economy grew <strong>at</strong> the<br />

7.9% in 2006. In the face of increasing global competition, Singapore continues <strong>to</strong> build<br />

on its core advantages--a <strong>go</strong>od geographical loc<strong>at</strong>ion, developed infrastructure, a <strong>go</strong>od<br />

communic<strong>at</strong>ions system, political stability and a disciplined workforce--while always<br />

looking <strong>to</strong> develop new economic strengths.<br />

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