2013년 11월 30일 토요일

오전 4:08

By Bess Haslam

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About 'marketing ideas for accounting firms'|...precisely this spirit that must inhabit us all. For as much as government can do and must do, it...we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so...







About 'marketing ideas for accounting firms'|...precisely this spirit that must inhabit us all. For as much as government can do and must do, it...we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so...








"               Ｉｆ               ｗｅ               ｅａｔ               ＭｃＤｏｎａｌｄ'ｓ               ｈａｍ               ａｎｄ               ｐｏｔａｔｏｅｓ               ｆｏｒ               ａ               ｔｈｏｕｓａｎｄ               ｙｅａｒｓ,               ｗｅ               ｗｉｌｌ               ｂｅｃｏｍｅ               ｔａｌｌｅｒ,               ｏｕｒ               ｓｋｉｎ               ｗｉｌｌ               ｂｅｃｏｍｅ               ｗｈｉｔｅ,               ａｎｄ               ｏｕｒ               ｈａｉｒ               ｗｉｌｌ               ｂｅ               ｂｌｏｎｄｅ,"               {Ｓｃｈｌｏｓｓｅｒ}.

Ｔｈｉｓ               ｉｓ               ａ               ｑｕｏｔｅ               ｆｒｏｍ               Ｄｅｎ               Ｆｕｊｉｔａ,               ｔｈｅ               Ｊａｐａｎｅｓｅ               ｂｉｌｌｉｏｎａｉｒｅ               ｗｈｏ               ｂｒｏｕｇｈｔ               ＭｃＤｏｎａｌｄｓ               ｔｏ               Ｊａｐａｎ.

Ｉｔ               ｉｓ               ｐｒｏｎｏｕｎｃｉｎｇ               ｔｈｅ               ｃｏｒｐｏｒａｔｅ               ｍｅｎｔａｌｉｔｙ               ｔｏｗａｒｄｓ               ｔｈｅ               Ｇｌｏｂａｌｉｚａｔｉｏｎ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ.

Ｗｈａｔ               ｔｈｉｓ               ｍｅａｎｓ               ｉｓ               ｎｏｔ               ｏｎｌｙ               ｈａｖｅ               ｆｏｒｅｉｇｎ               ｂｕｓｉｎｅｓｓｅｓ               ｅｍｂｒａｃｅｄ               ｔｈｅ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｏｆ               ｂｕｓｉｎｅｓｓ,               ｂｕｔ               ｔｈｅ               ｌｉｆｅｓｔｙｌｅ               ｏｆ               ｔｈｅ               ｉｒｒａｔｉｏｎａｌｉｔｙ               ｏｆ               ｒａｔｉｏｎａｌｉｔｙ.

Ａｃｃｏｒｄｉｎｇ               ｔｏ               ｃｒｉｔｉｃｓ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ,               ｉｆ               ｗｅ               ｌｅｔ               ｃｏｎｖｅｎｉｅｎｃｅ               ａｎｄ               ｅｆｆｉｃｉｅｎｃｙ               ｒｕｎ               ｒａｍｐａｎｔ,               ｉｔ               ｗｉｌｌ               ｌｅａｄ               ｕｓ               ｉｎｔｏ               ａ               ｆｕｔｕｒｅ               ｏｆ               ａ               ｈｏｍｏｇｅｎｉｚｅｄ               ｗｏｒｌｄ.

ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               Ｄｅｆｉｎｅｄ:
               

               Ｓｏｃｉｏｌｏｇｉｓｔ               Ｇｅｏｒｇｅ               Ｒｉｔｚｅｒ,               ｗｈｏ               ｃｏｉｎｅｄ               ｔｈｅ               ｐｈｒａｓｅ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ,               ｄｅｆｉｎｅｓ               ｉｔ               ａｓ               "               ｔｈｅ               ｐｒｏｃｅｓｓ               ｂｙ               ｗｈｉｃｈ               ｔｈｅ               ｐｒｉｎｃｉｐｌｅｓ               ｏｆ               ｔｈｅ               ｆａｓｔ-ｆｏｏｄ               ｒｅｓｔａｕｒａｎｔｓ               ａｒｅ               ｃｏｍｉｎｇ               ｔｏ               ｄｏｍｉｎａｔｅ               ｍｏｒｅ               ａｎｄ               ｍｏｒｅ               ｓｅｃｔｏｒｓ               ｏｆ               Ａｍｅｒｉｃａｎ               ｓｏｃｉｅｔｙ               ａｓ               ｗｅｌｌ               ａｓ               ｔｈｅ               ｒｅｓｔ               ｏｆ               ｔｈｅ               ｗｏｒｌｄ,"               {Ｇｉｄｄｅｏｎｓ               &               Ｄｕｎｎｉｅｒ,               ｐｇ               251}.

Ｔｈｉｓ               ｐｒｏｃｅｓｓ               ｅｘｔｅｎｄｓ               ｉｔｓ               ｐｒａｃｔｉｃｅｓ               ｉｎｔｏ               ｂｕｓｉｎｅｓｓｅｓ               ａｎｄ               ｌｉｆｅｓｔｙｌｅｓ               ｏｆ               ａｌｌ               ｔｙｐｅｓ.

Ａｓ               ｐｅｏｐｌｅ               ａｄｊｕｓｔ               ｔｏ               ｔｈｅ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｏｆ               ｂｕｓｉｎｅｓｓ               ｉｔ               ｃｒｏｓｓｅｓ               ｏｖｅｒ               ｉｎｔｏ               ｔｈｅｉｒ               ｅｖｅｒｙｄａｙ               ｌｉｖｅｓ.
               

               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｃｏｎｓｉｓｔｓ               ｏｆ               ｆｏｕｒ               ｅｌｅｍｅｎｔｓ,               Ｅｆｆｉｃｉｅｎｃｙ,               Ｃａｌｃｕｌａｂｉｌｉｔｙ,               ｐｒｅｄｉｃｔａｂｉｌｉｔｙ               ａｎｄ               Ｃｏｎｔｒｏｌ.

Ｒｉｔｚｅｒ               ｃａｌｌｓ               ｔｈｅｓｅ               ｔｈｅ               ｄｉｍｅｎｓｉｏｎｓ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ａｎｄ               ｉｓ               ｔｈｅ               ｆｏｕｒ               ｐｉｌｌａｒｓ               ｏｎ               ｗｈｉｃｈ               ｃａｐｉｔａｌｉｓｍ               ｎｏｗ               ｂｕｉｌｄｓ               ｉｔｓ               ｅｍｐｉｒｅ,               {Ｍａｓｓｅｙ,               ｐｇ               323}.

Ｔｈｒｏｕｇｈ               ｅｆｆｉｃｉｅｎｃｙ,               ｔｈｅ               ｓｅｒｖｉｃｅ               ｏｒ               ｐｒｏｄｕｃｔ               ｉｓ               ｏｆｆｅｒｅｄ               ｉｎ               ｔｈｅ               ｍｏｓｔ               ｄｉｒｅｃｔ               ｗａｙ.

Ｃａｌｃｕｌａｂｉｌｉｔｙ               ｉｓ               ｔｈｅ               ｃｏｎｖｉｎｃｉｎｇ               ｏｆ               ｃｏｎｓｕｍｅｒｓ               ｔｈａｔ               ｂｉｇｇｅｒ               ｉｓ               ｂｅｔｔｅｒ               ａｎｄ               ｔｈｅｙ               ｇｅｔ               ｍｏｒｅ               ｆｏｒ               ｔｈｅｉｒ               ｍｏｎｅｙ               -               Ｓｕｐｅｒ               Ｓｉｚｅ               ｉｔ.

Ｉｎ               ａｓｓｕｍｉｎｇ               ｔｈａｔ               ｍｏｓｔ               ｐｅｏｐｌｅ               ｄｏｎ'ｔ               ｌｉｋｅ               ｓｕｒｐｒｉｓｅｓ,               ｂｕｓｉｎｅｓｓｅｓ               ｃｒｅａｔｅ               ｈｏｍｏｇｅｎｅｏｕｓ               ｐｒｏｄｕｃｔｓ               ｏｒ               ｓｅｒｖｉｃｅｓ               ｏｆｆｅｒｉｎｇ               ａ               ｓｅｎｓｅ               ｏｆ               ｐｒｅｄｉｃｔａｂｉｌｉｔｙ               ｃｏｎｓｕｍｅｒｓ               ｃｏｍｅ               ｔｏ               ｅｘｐｅｃｔ.

Ｔｏ               ａｃｃｏｍｐｌｉｓｈ               ａｌｌ               ｔｈｅｓｅ               ｄｉｍｅｎｓｉｏｎｓ               ａ               ｈｉｇｈ               ａｍｏｕｎｔ               ｏｆ               ｃｏｎｔｒｏｌ               ｍｕｓｔ               ｂｅ               ｉｍｐｌｅｍｅｎｔｅｄ.

"Ｒｉｔｚｅｒ'ｓ               ｆｏｃｕｓ               ｉｎｖｏｌｖｅｓ               ｃｏｎｔｒｏｌ               ｔｈｒｏｕｇｈ               ｔｈｅ               ｓｕｂｓｔｉｔｕｔｉｏｎ               ｏｆ               ｎｏｎ-ｈｕｍａｎ               ｆｏｒ               ｈｕｍａｎ               ｔｅｃｈｎｏｌｏｇｙ.

Ｂｙ               ｍａｋｉｎｇ               ｔａｓｋｓ               ｒｅｐｅｔｉｔｉｖｅ               ａｎｄ               ｆｏｒｃｉｎｇ               ｅｍｐｌｏｙｅｅｓ               ｎｏｔ               ｔｏ               ｔｈｉｎｋ,               ｅｍｐｌｏｙｅｒｓ               ｃａｎ               ｍａｉｎｔａｉｎ               ａ               ｔｉｇｈｔｅｒ               ｃｏｎｔｒｏｌ               ｏｖｅｒ               ｔｈｅｍ,"{ｗｗｗ.ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ.ｃｏｍ}.

Ｔｈｅ               ＭｃＤｏｎａｌｄｓ               ｃｏｒｐｏｒａｔｉｏｎ               ｌｉｓｔｓ               ｔｈｉｓ               ａｓｐｅｃｔ               ａｓ               ａ               ｍｉｓｓｉｏｎ               ｓｔａｔｅｍｅｎｔ               ｆｏｒ               ｔｈｅ               ｃｏｍｐａｎｙ               ｉｎ               "ｌｅｖｅｒａｇｉｎｇ               ｔｈｅ               ｓｔｒｅｎｇｔｈｓ               ｏｆ               ｔｈｅ               ＭｃＤｏｎａｌｄ'ｓ               ｓｙｓｔｅｍ               ｔｈｒｏｕｇｈ               ｉｎｎｏｖａｔｉｏｎ               ａｎｄ               ｔｅｃｈｎｏｌｏｇｙ,"               {.ｗｗｗ.ＭｃＤｏｎａｌｄｓ.ｃｏｍ}.
               

               Ｔｈｅ               ａｆｆｅｃｔｓ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｃａｎ               ｂｅ               ｓｅｅｎ               ｅｖｅｒｙｗｈｅｒｅ               ｔｏｄａｙ               ａｎｄ               ｉｔ               ｉｓ               ｒｅａｃｈｉｎｇ               ｔｏ               ｅｘｔｒｅｍｅｓ.

Ｔｈｅｒｅ               ａｒｅ               ｓｅｖｅｒａｌ               ｓｔｏｒｅｓ,               ｍｏｓｔ               ｌｉｋｅｌｙ               ｓｅｅｎ               ｉｎ               ｓｕｂｕｒｂａｎ               ａｒｅａｓ,               ｌｉｋｅ               Ｗａｌ-Ｍａｒｔ               ｗｈｅｒｅ               ｙｏｕ               ｃａｎ               ｓｈｏｐ               ｆｏｒ               ｊｕｓｔ               ａｂｏｕｔ               ａｎｙｔｈｉｎｇ               ｆｒｏｍ               ｆｏｏｄ               ｔｏ               ｃｌｏｔｈｅｓ,               ｄｅｖｅｌｏｐ               ｙｏｕｒ               ｆｉｌｍ               ａｎｄ               ｅｙｅ-ｌｅｎｓｅｓ               ｉｎ               ｕｎｄｅｒ               ａｎ               ｈｏｕｒ,               ｐｕｍｐ               ｙｏｕｒ               ｇａｓ,               ａｃｃｅｓｓ               ａｎ               ＡＴＭ,               ｅａｔ               ａｔ               ＭｃＤｏｎａｌｄｓ               ａｎｄ               ｇｒａｂ               ｓｏｍｅ               Ｓｔａｒｂｕｃｋｓ.

Ｆｕｒｔｈｅｒｍｏｒｅ               ｉｔ               ｃａｎ               ａｌｌ               ｂｅ               ｄｏｎｅ               ｗｉｔｈｏｕｔ               ｅｖｅｒｙ               ｉｎｔｅｒａｃｔｉｎｇ               ｗｉｔｈ               ａ               ｓｔｏｒｅ               ｅｍｐｌｏｙｅｅ               ｕｓｉｎｇ               ｂａｎｋｃａｒｄｓ               ａｎｄ               ａｕｔｏｍａｔｅｄ               ｃｈｅｃｋｏｕｔ.

Ｈｅｉｇｈｔｅｎｅｄ               ｓｅｃｕｒｉｔｙ               ｓｕｒｖｅｉｌｌａｎｃｅ               ｃｏｍｐｅｎｓａｔｅｓ               ｆｏｒ               ｏｂｖｉｏｕｓ               ｃｏｎｃｅｒｎｓ               ｗｉｔｈ               ｍｉｎｉｍｉｚｅｄ               ｅｍｐｌｏｙｅｅｓ               ａｔｔｅｎｄｉｎｇ               ｓｅｖｅｒａｌ               ｃｈｅｃｋｏｕｔ               ｍａｃｈｉｎｅｓ,               ｂｏｔｈ               ｅｎｆｏｒｃｉｎｇ               ｔｈｅ               ｄｉｍｅｎｓｉｏｎ               ｏｆ               ｃｏｎｔｒｏｌ.

Ｔｈｅ               ｐｒａｃｔｉｃｅ               ｏｆ               ｃｏ-ｂｒａｎｄｉｎｇ               ａｎｄ               ｐｌａｃｉｎｇ               ｆｒａｎｃｈｉｓｅｓ               ｗｉｔｈｉｎ               ａ               ｆｒａｎｃｈｉｓｅ,               ＭｃＤｏｎａｌｄｓ               ｉｎ               Ｗａｌ-Ｍａｒｔ               ｉｓ               ｃｒｅａｔｉｎｇ               ａ               ｃｏｎｖｅｎｉｅｎｃｅ               ｆａｃｔｏｒ               ｔｈａｔ               ｉｓ               ｕｎｂｅａｔａｂｌｅ.
               

               "Ａｎｄ               Ｓｙｒａｃｕｓｅ               ｉｓ               ｊｕｓｔ               ｔｈｅ               ｔｉｐ               ｏｆ               ｔｈｅ               ＭｃＤｏｎａｌｄｉｚｅｄ               ｉｃｅｂｅｒｇ,"               ａｓ               Ｃｈｒｉｓ               Ｗｒｉｇｈｔ               ｐｕｔｓ               ｉｔ               ｉｎ               ｈｉｓ               ａｒｔｉｃｌｅ               'Ｔｈｅ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｏｆ               Ｓｙｒａｃｕｓｅ.'               Ｉｔ               ｉｓ               ａ               ｇｌｏｂａｌ               ｉｓｓｕｅ               ｎｏｗ               ａｓ               ｂｕｓｉｎｅｓｓｅｓ               ａｒｅ               ｃｒｏｓｓｉｎｇ               ｂｏａｒｄｅｒｓ               ｉｎ               ａｌｌ               ａｒｅａｓ               ｏｆ               ｔｈｅ               ｗｏｒｌｄ.

Ｔｈｅ               ＭｃＤｏｎａｌｄ'ｓ               ｃｏｒｐｏｒａｔｉｏｎ               ｉｓ               ｏｆｔｅｎ               ｔｈｅ               ｆｉｒｓｔ               ｍｕｌｔｉｎａｔｉｏｎａｌ               ｃｏｒｐｏｒａｔｉｏｎ               ｔｏ               ａｒｒｉｖｅ               ｗｈｅｎ               ａ               ｃｏｕｎｔｒｙ               ｈａｓ               ｏｐｅｎｅｄ               ｉｔｓ               ｍａｒｋｅｔ               {Ｓｃｈｌｏｓｓｅｒ},               ｓｅｔｔｉｎｇ               ｔｈｅ               ｐａｃｅ               ｆｏｒ               ｏｔｈｅｒ               ｂｕｓｉｎｅｓｓｅｓ.
               

               Ｉｎ               Ｂｒａｚｉｌ,               ＭｃＤｏｎａｌｄｓ               ｉｓ               ｔｈｅ               ｃｏｕｎｔｒｙ'ｓ               ｌａｒｇｅｓｔ               ｐｒｉｖａｔｅ               ｅｍｐｌｏｙｅｒ               ａｎｄ               ｉｎ               Ｓａｕｄｉ               Ａｒａｂｉａ               ｄｕｒｉｎｇ               ｔｈｅ               ｎａｔｉｏｎ'ｓ               ｈｏｌｉｄａｙ               ｏｆ               Ｒａｍａｄａｎ,               Ｋｅｎｔｕｃｋｙ               Ｆｒｉｅｄ               Ｃｈｉｃｋｅｎ               ｅａｒｎｅｄ               ｏｖｅｒ               $200,000               ｉｎ               ｏｎｅ               ｗｅｅｋ               {Ｓｃｈｌｏｓｓｅｒ}.

Ｔｈｉｓ               ｓｈｏｗｓ               ｔｈａｔ               ｔｈｅｓｅ               ｃｏｒｐｏｒａｔｉｏｎｓ               ｄｏ               ｎｏｔ               ａｓ               ｍｕｃｈ               ｉｎｖｏｌｖｅ               ｌｏｃａｌ               ｔｒａｄｉｔｉｏｎｓ               ａｓ               ｔｈｅｙ               ｏｖｅｒｓｈａｄｏｗ               ｔｈｅｍ.

Ｂｙ               ｉｎｃｏｒｐｏｒａｔｉｎｇ               ｌｏｃａｌ               ｔｒａｄｉｔｉｏｎ               ａｎｄ               ｆｌａｖｏｒｓ               ｉｎ               ｆｏｒｅｉｇｎ               ｆｒａｎｃｈｉｓｅｓ,               ｉｔ               ｉｓ               ｎｏｔｈｉｎｇ               ｍｏｒｅ               ｔｈａｎ               ａｎｏｔｈｅｒ               ｗａｙ               ｔｏ               ｐｒｏｆｉｔ               ｏｆｆ               ｔｈｅ               ｌｏｃａｌ               ｃｏｎｓｕｍｅｒ.

Ｃｉｔｉｅｓ               ａｒｅ               ｑｕｉｃｋｌｙ               ｌｏｓｉｎｇ               ｔｈｅｉｒ               ｉｎｄｉｖｉｄｕａｌｉｔｙ;               ｂｅｃｏｍｉｎｇ               ａ               ｓｅａ               ｏｆ               ｊｕｓｔ               ｔｈｅ               ｓａｍｅ               ｂｒｉｇｈｔ               ｓｉｇｎｓ               ｆｒｏｍ               ｃｏａｓｔ               ｔｏ               ｃｏａｓｔ               {Ｗｒｉｇｈｔ}.

Ｍｏｒｅ               ｓｏ,               Ｗａｌ-Ｍａｒｔ               ｉｓ               ｎｏｗ               ｔｈｅ               ｌａｒｇｅｓｔ               ｅｍｐｌｏｙｅｒ               ｉｎ               ｔｈｅ               Ｕｎｉｔｅｄ               Ｓｔａｔｅｓ               ａｎｄ               ｔｈｅ               ｆａｓｔｅｓｔ               ｇｒｏｗｉｎｇ               ｍｕｌｔｉ-ｎａｔｉｏｎａｌ               ｃｏｒｐｏｒａｔｉｏｎ.

Ｔｈｉｓ               ｉｓ               ｗｈｅｒｅ               ｔｈｅｒｅ               ｉｓ               ｄａｎｇｅｒ               ｉｎ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ,               ｉｎ               ｈｏｍｏｇｅｎｉｚａｔｉｏｎ,               ｉｎ               ａ               ｆｕｔｕｒｅ               ｔｈａｔ               ｌａｃｋｓ               ｃｒｅａｔｉｖｉｔｙ               ａｎｄ               ｉｎｄｉｖｉｄｕａｌｉｔｙ.

Ａｓ               ｍｏｒｅ               ｆｒａｎｃｈｉｓｅ               ｂｕｓｉｎｅｓｓｅｓ               ｏｐｅｎ               ｗｏｒｌｄ               -               ｗｉｄｅ               ｔｈｅ               ｍｏｒｅ               ｓｕｃｃｅｓｓ               ｔｈｅｙ               ｅｎｊｏｙ               ａｎｄ               ｔｈｅ               ｅａｓｉｅｒ               ｉｔ               ｂｅｃｏｍｅｓ               ｔｏ               ｇｉｖｅ               ｉｎ               ｔｏ               ｔｈｅ               ｅｆｆｅｃｔｓ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ.

Ｎｏｎｅｔｈｅｌｅｓｓ,               ｔｈｅｒｅ               ｉｓ               ｎｏｔｉｃｅａｂｌｅ               ｒｅｓｉｓｔａｎｃｅ               ａｇａｉｎｓｔ               ｔｈｅｓｅ               ｂｕｓｉｎｅｓｓｅｓ,               ｅｓｐｅｃｉａｌｌｙ               Ｗａｌ-Ｍａｒｔ               ａｎｄ               ＭｃＤｏｎａｌｄｓ.
               

               ＭｃＤｏｎａｌｄｓ               ｖｓ.

Ｔｈｅ               Ｌｉｔｔｌｅ               Ｇｕｙ:
               

               Ｉｔ               ｉｓ               ｃａｌｌｅｄ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｂｅｃａｕｓｅ               ｔｈｅ               ＭｃＤｏｎａｌｄｓ               Ｃｏｒｐｏｒａｔｉｏｎ               ｉｓ               ｔｈｅ               ｍｏｓｔ               ｖｉｓｉｂｌｅ               ｍａｎｉｆｅｓｔａｔｉｏｎ               ｏｆ               ｔｈｅ               ｐｒｏｃｅｓｓ.

Ｍａｎｙ               ｉｎｓｔａｎｃｅｓ               ｈａｖｅ               ｏｃｃｕｒｒｅｄ               ｗｈｅｒｅ               ａ               ｓｍａｌｌ               ｇｒｏｕｐ               ｓｐｅａｋｓ               ｏｕｔ               ａｇａｉｎｓｔ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ,               ａｎｄ               ｂｅｃａｕｓｅ               ｏｆ               ｔｈｅｉｒ               ｖｉｓｉｂｉｌｉｔｙ,               ＭｃＤｏｎａｌｄｓ               ｓｕｆｆｅｒｓ               ｔｈｅ               ｍｏｓｔ               ｓｃｒｕｔｉｎｙ.

Ｔｗｏ               ｉｎｄｉｖｉｄｕａｌｓ               ｉｎ               Ｅｎｇｌａｎｄ               ｈａｎｄｅｄ               ｏｕｔ               ｐａｍｐｈｌｅｔｓ               ｑｕｅｓｔｉｏｎｉｎｇ               ＭｃＤｏｎａｌｄ'ｓ               ｎｕｔｒｉｔｉｏｎａｌ               ｖａｌｕｅ               ａｎｄ               ｔｈｅｉｒ               ａｄｖｅｒｔｉｓｉｎｇ               ｔｏ               ｃｈｉｌｄｒｅｎ.

Ｉｔ               ｇａｉｎｅｄ               ｍｕｃｈ               ｍｅｄｉａ               ａｔｔｅｎｔｉｏｎ               ａｎｄ               ｅｖｅｎ               ｉｎｓｐｉｒｅｄ               ａ               ｂｏｏｋ               ｂｙ               Ｊｏｈｎ               Ｖｉｄａｌ               ａｎｄ               Ｒａｌｐｈ               Ｎａｄｅｒ               ｃａｌｌｅｄ               'ＭｃＬｉｂｅｌ'.

ＭｃＤｏｎａｌｄｓ               ｓｕｅｄ               ｔｈｅ               ｔｗｏ               ｉｎｄｉｖｉｄｕａｌｓ               ａｎｄ               ｗｏｎ               ｔｈｅ               ｃａｓｅ               ｄｕｅ               ｔｏ               ｌｅｇａｌｉｔｙ,               ｂｕｔ               ａｗａｒｅｎｅｓｓ               ｗａｓ               ｓｔｉｌｌ               ｒａｉｓｅｄ.

Ｎｕｔｒｉｔｉｏｎ               ｂｅｃａｍｅ               ｔｈｅ               ｆｏｒｅｆｒｏｎｔ               ｏｆ               ａｔｔａｃｋ               ｏｎ               ＭｃＤｏｎａｌｄｓ               ａｓ               ｓｅｅｎ               ｉｎ               ｄｏｃｕｍｅｎｔａｒｙ               'Ｓｕｐｅｒ               Ｓｉｚｅ               Ｍｅ'               ａｎｄ               ｃｏｎｔｒｉｂｕｔｅｄ               ｔｏ               ｄｒａｓｔｉｃ               ｃｈａｎｇｅｓ               ｉｎ               ｔｈｅ               ｒｅｓｔａｕｒａｎｔ'ｓ               ｍｅｎｕ.
               

               Ｉｎ               ａｎｏｔｈｅｒ               ｉｎｓｔａｎｃｅ               ｔｈｅ               Ｆｒｅｎｃｈ               Ｆａｒｍｅｒ/ｒｅｖｏｌｕｔｉｏｎａｒｙ,               Ｊｏｓｅ               Ｂｏｖｅ               ａｎｄ               ｈｉｓ               ＭｃＤｏｎａｌｄｓ10               ｉｎｓｕｒｒｅｃｔｅｄ               ａ               ＭｃＤｏｎａｌｄｓ               ｂｅｉｎｇ               ｃｏｎｓｔｒｕｃｔｅｄ               ｉｎ               Ｆｒａｎｃｅ               {ｗｗｗ.ｐｕｒｅｆｏｏｄ.ｏｒｇ}.

Ｔｈｅｉｒ               ｆｉｇｈｔ               ｗａｓ               ａｇａｉｎｓｔ               ｇｌｏｂａｌｉｚａｔｉｏｎ               ａｎｄ               ｔｈｅ               ｕｎ-ｅｔｈｉｃａｌ               ｐｒａｃｔｉｃｅｓ               ｏｆ               ｌａｒｇｅ               ｃｏｒｐｏｒａｔｉｏｎｓ               ａｎｄ               ｏｎｃｅ               ａｇａｉｎ               ｔｈｅ               ｖｉｓｉｂｌｅ               ｇｏｌｄｅｎ               ａｒｃｈｅｓ               ｐｌａｙｅｄ               ｔｈｅ               ｐａｒｔ               ｏｆ               ｔｈｅ               ｂｉｇ,               ｂａｄ               ｃｏｒｐｏｒａｔｉｏｎ.

Ｔｈｏｕｇｈ               ｃｏｒｐｏｒａｔｉｏｎｓ               ｈａｖｅ               ａ               ｒｉｇｈｔ               ｔｏ               ｄｅｆｅｎｄ               ｔｈｅｍｓｅｌｖｅｓ               ｐｕｂｌｉｃｌｙ,               ｔｈａｔ               ｓｏｃｉａｌ               ｒｅｓｐｏｎｓｉｂｉｌｉｔｙ               ｒｅｑｕｉｒｅｓ               ｔｈｅｍ               ｔｏ               ｓｅｒｉｏｕｓｌｙ               ｑｕｅｓｔｉｏｎ               ｔｈｅ               ｉｍａｇｅ               ｔｈｅｙ               ｈａｖｅ.

Ｔｈｅ               ａｌｌｅｇａｔｉｏｎｓ               ｔｈａｔ               ｗｅｒｅ               ｒａｉｓｅｄ               ａｇａｉｎｓｔ               ｔｈｅｍ               ｗｅｒｅ               ｒｅｃｏｇｎｉｚｅｄ               ａｓ               ｔｒｕｅ               ｉｎ               ｓｏｍｅ               ｒｅｓｐｅｃｔｓ,               ｂｕｔ               ｔｈｅ               ｃｏｒｐｏｒａｔｉｏｎ               ｕｓｅｄ               ｌｅｇａｌ               ｌｏｏｐｈｏｌｅｓ               ｔｏ               ａｖｏｉｄ               ａｎｙ               ｒｅｐｅｒｃｕｓｓｉｏｎｓ.

Ａｓ               ｃｏｍｐａｎｉｅｓ               ｌｉｋｅ               ＭｃＤｏｎａｌｄｓ               ｇｒｏｗ               ａｎｄ               ｅｘｐａｎｄ,               ｉｔ               ａｌｌｏｗｓ               ｔｈｅｍ               ｍｏｒｅ               ｉｎｆｌｕｅｎｃｅ               ａｎｄ               ｍｏｎｅｙ               ｔｏ               ａｖｏｉｄ               ｂｅｉｎｇ               ｑｕｅｓｔｉｏｎｅｄ               ｂｙ               ｔｈｏｓｅ               ｗｈｏ               ｒｅｓｉｓｔ.
               

               Ｔｈｅ               ｃｏｍｐａｎｙ               ｔａｋｅｓ               ｉｔ'ｓ               ｓｅｌｆ               ｆａｒ               ｔｏｏ               ｓｅｒｉｏｕｓｌｙ,               {ｗｗｗ.ｍｃｓｐｏｔｌｉｇｈｔ.ｏｒｇ},               ｔｈｅｙ               ｓｅｌｌ               ｈａｍｂｕｒｇｅｒｓ               ｗｉｔｈ               Ｇｌｏｂａｌ               ｍａｒｋｅｔｉｎｇ               ｃａｍｐａｉｇｎｓ.

Ｔｈｉｓ               ｈａｓ               ｔｏ               ｄｏ               ｗｉｔｈ               ｔｈｅ               ａｄｖｅｒｔｉｓｉｎｇ               ｐｒａｃｔｉｃｅ               ｏｆ               ｓｅｌｌｉｎｇ               ａｎ               ｉｍａｇｅ               ｔｏ               ｓｅｌｌ               ａ               ｐｒｏｄｕｃｔ               ｏｒ               ｓｅｒｖｉｃｅ.

Ｔｈｉｓ               ｃａｎ               ｂｅ               ｓｅｅｎ               ｉｎ               ｍｏｓｔ               ａｄｖｅｒｔｉｓｉｎｇ               ｔｈｅｓｅ               ｄａｙｓ               ａｓ               ａ               ｒｅｓｕｌｔ               ｐｅｏｐｌｅ               ｓｔｒｉｖｅ               ｔｏｗａｒｄｓ               ａ               ｌｉｆｅｓｔｙｌｅ               ｔｈｒｏｕｇｈ               ｔｈｅ               ｐｕｒｃｈａｓｅｓ               ｔｈｅｙ               ｍａｋｅ               ａｎｄ               ｓｅｒｖｉｃｅｓ               ｔｈｅｙ               ｕｓｅ.
               

               Ｃａｇｅｄ               Ａｎｉｍａｌｓ:
               

               Ｉｔ               ｏｆｔｅｎ               ｓｅｅｍｓ               ａｓ               ｉｆ               ｔｈｅ               ｐｒｏｄｕｃｔ               ｈａｓ               ｂｅｅｎ               ｔａｋｅｎ               ｏｆｆ               ｔｈｅ               ａｓｓｅｍｂｌｙ               ｌｉｎｅ               ａｎｄ               ｔｈｅ               ｃｏｎｓｕｍｅｒｓ               ａｒｅ               ｐｕｔ               ｉｎ               ｉｔｓ               ｐｌａｃｅ.

Ｗｅ               ａｒｅ               ｈｅｒｄｅｄ               ｉｎｔｏ               ｔｈｅ               ｎｅｘｔ               ｐｕｒｃｈａｓｅ               ｗｈｉｌｅ               ｗａｉｔｉｎｇ               ｉｎ               ｌｉｎｅ               ｂｅｉｎｇ               ａｄｖｅｒｔｉｓｅｄ               ｔｏ.

Ｐｅｒｈａｐｓ               ｔｈｅ               ｓｔｒｏｎｇｅｓｔ               ｐｉｌｌａｒ               ｏｆ               Ｒｉｔｚｅｒ'ｓ               ｄｉｍｅｎｓｉｏｎｓ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｉｓ               Ｃｏｎｔｒｏｌ.

Ｎｏｔ               ｏｎｌｙ               ａｒｅ               ｔｈｅｒｅ               ｈｉｇｈ               ｃｏｎｔｒｏｌｓ               ｏｆ               ｔｈｅ               ｐｒｏｄｕｃｔｉｏｎ               ａｎｄ               ｓｅｒｖｉｃｅ,               ｂｕｔ               ｃｏｎｔｒｏｌ               ｏｆ               ｔｈｅ               ｉｎｄｉｖｉｄｕａｌ               ｃｏｎｓｕｍｅｒ.

Ｉｎ               ｔｈｅ               ｃｈａｉｎ               ｇｒｏｃｅｒｙ               ｓｔｏｒｅｓ               ｗｅ               ａｒｅ               ｌｅａｄ               ｂｙ               ｒｏｗｓ               ａｎｄ               ｒｏｗｓ               ｏｆ               ｊｕｎｋ               ｔｏ               ｒｅａｃｈ               ｗｈａｔ               ｗｅ               ｃａｍｅ               ｆｏｒ,               ｉｔｅｍｓ               ｌｉｋｅ               ｍｉｌｋ               ａｎｄ               ｅｇｇｓ,               ｉｎ               ｔｈｅ               ｂａｃｋ               ｃｏｒｎｅｒｓ               ｏｆ               ｔｈｅ               ｓｔｏｒｅ.

Ｗｈｅｎ               ｙｏｕ               ｆｉｎｉｓｈ               ｙｏｕｒ               ｍｅａｌ               ａｔ               ＭｃＤｏｎａｌｄ'ｓ               ｔｈｅ               ｓｗａｙｉｎｇ               ｄｏｏｒｓ               ｏｎ               ｔｈｅ               ｔｒａｓｈ               ｃｏｎｔａｉｎｅｒｓ               ｒｅａｄ               `ｔｈａｎｋ               ｙｏｕ',               ｉｎｄｉｃａｔｉｎｇ               ｙｏｕ               ｓｈｏｕｌｄ               ｃｌｅａｎ               ｕｐ               ａｆｔｅｒ               ｙｏｕｒｓｅｌｆ,               ｉｎｃｌｕｄｉｎｇ               ｔｈｅ               ｄｒｉｎｋ               ｙｏｕ               ｐｏｕｒｅｄ               ｆｏｒ               ｙｏｕｒｓｅｌｆ               ａｔ               ｔｈｅ               ｓｏｄａ               ｆｏｕｎｔａｉｎ.

Ｔｈｅ               ｌａｂｏｒ               ｈａｓ               ｂｅｅｎ               ｓｈｉｆｔｅｄ               ｔｏ               ｔｈｅ               ｃｏｎｓｕｍｅｒ               ｃｕｔｔｉｎｇ               ｃｏｓｔｓ               ｆｏｒ               ｔｈｅ               ｃｏｒｐｏｒａｔｉｏｎ,               {Ｍａｓｓｅｙ}.

Ｔｈｉｓ               ｉｓ               ａｌｌ               ｐａｒｔ               ｏｆ               ｔｈｅ               ｐｒｏｃｅｓｓ               ｏｆ               ｃｏｒｐｏｒａｔｉｏｎｓ               ｆｏｒｃｉｎｇ               ｔｈｅｉｒ               ｃｏｎｓｕｍｅｒｓ               ｔｏ               ａｌｓｏ               ｂｅｃｏｍｅ               ｇｏｏｄ               ｗｏｒｋｅｒｓ,               ｌｅａｄ               ｔｏ               ｂｅｌｉｅｖｅ               ｔｈａｔ               ｔｈｉｓ               ｉｓ               ｆｏｒ               ｏｕｒ               ｃｏｎｖｅｎｉｅｎｃｅ.

Ｔｈｉｓ               ｗａｖｅ               ｏｆ               ｓｅｌｆ-ｓｅｒｖｉｎｇ               ｓｅｒｖｉｃｅｓ               ａｌｓｏ               ｌｅａｖｅｓ               ｗｏｒｋｅｒｓ               ｆｅｅｌｉｎｇ               ａｌｉｅｎａｔｅｄ               ｂｙ               ｔｈｅ               ｌａｃｋ               ｏｆ               ｉｎｔｅｒａｃｔｉｏｎ.

Ｗｅ               ａｒｅ               ｂｅｃｏｍｉｎｇ               ｃａｇｅｄ               ｂｙ               ａｕｔｏｍａｔｉｏｎ               ａｓ               ｃｏｎｓｕｍｅｒｓ               ａｎｄ               ａｓ               ｗｏｒｋｅｒｓ.
               

               Ｔｈｅ               Ｉｒｏｎ               Ｃａｇｅ:
               

               Ｍａｘ               Ｗｅｂｅｒ'ｓ               ｃｏｉｎｅｄ               ｔｈｅ               ｓｏｃｉｏｌｏｇｉｃａｌ               ｔｅｒｍ               "Ｉｒｏｎ               Ｃａｇｅ,"               ａｎｄ               ｗｅ               ｈａｖｅ               ｓｅｅｎ               ｔｈｅ               ｂｕｒｅａｕｃｒａｔｉｃ               ｅｘｐｅｒｉｅｎｃｅ               ｉｎ               ａｌｌ               ｏｕｒ               ｄａｉｌｙ               ｄｅａｌｉｎｇｓ.

Ｗｅｂｅｒ               ｗｒｏｔｅ,               "Ｔｈｅ               ｃａｒｅ               ｆｏｒ               ｅｘｔｅｒｎａｌ               ｇｏｏｄｓ               ｓｈｏｕｌｄ               ｏｎｌｙ               ｌｉｅ               ｏｎ               ｔｈｅ               ｓｈｏｕｌｄｅｒｓ               ｏｆ               ｔｈｅ               'ｓａｉｎｔ               ｌｉｋｅ               ａ               ｌｉｇｈｔ               ｃｌｏａｋ,               ｗｈｉｃｈ               ｃａｎ               ｂｅ               ｔｈｒｏｗｎ               ａｓｉｄｅ               ａｔ               ａｎｙ               ｍｏｍｅｎｔ'.

"Ｂｕｔ               ｆａｔｅ               ｄｅｃｒｅｅｄ               ｔｈａｔ               ｔｈｅ               ｃｌｏａｋ               ｓｈｏｕｌｄ               ｂｅｃｏｍｅ               ａｎ               ｉｒｏｎ               ｃａｇｅ,"{Ｍａｓｓｅｙ}.

Ｗｅｂｅｒ'ｓ               Ｉｒｏｎ               Ｃａｇｅ               ｗａｓ               ｃｒｅａｔｅｄ               ｂｙ               ｔｈｅ               ｃａｐｉｔａｌｉｓｍ               ｏｐｅｒａｔｉｎｇ               ｕｎｄｅｒ               ｂｕｒｅａｕｃｒａｔｉｃ               ｃｏｎｔｒｏｌ.

Ｉｔ               ｃｏｎｓｉｓｔｓ               ｏｆ               ｒｉｄｇｅｄ               ｇｕｉｄｅｌｉｎｅｓ               ａｎｄ               ｗｒｉｔｔｅｎ               ｒｕｌｅｓ,               ｂｕｔ               ｉｓ               ｎｅｃｅｓｓａｒｙ               ｉｎ               ｏｒｄｅｒ               ｔｏ               ｃｏｎｔｒｏｌ               ｌａｒｇｅ               ｏｒｇａｎｉｚａｔｉｏｎｓ.

Ｗｅ               ａｌｌ               ｌｉｖｅ               ａｎｄ               ｗｏｒｋ               ｉｎ               ｔｈｅ               Ｉｒｏｎ               Ｃａｇｅ               ｂｅｉｎｇ               ｓｕｂｊｅｃｔ               ｔｏ               ｉｔｓ               ｅｘｐｅｒｉｅｎｃｅ               ｉｎ               ｅｄｕｃａｔｉｏｎ               ａｎｄ               ｇｏｖｅｒｎｍｅｎｔ.

Ａｌｔｈｏｕｇｈ               ｂｕｒｅａｕｃｒａｃｙ               ｓｔｉｌｌ               ｔｈｒｉｖｅｓ               ｉｎ               ｏｕｒ               ｇｏｖｅｒｎｍｅｎｔ               ａｎｄ               ｅｄｕｃａｔｉｏｎａｌ               ｓｙｓｔｅｍｓ,               ｔｈｅ               ｃａｇｅ               ｈａｓ               ａｄａｐｔｅｄ               ｔｏ               ｔｈｅ               ｍｏｄｅｒｎ               ｗｏｒｌｄ.
               

               Ｔｈｅ               Ｖｅｌｖｅｔ               ａｎｄ               Ｒｕｂｂｅｒ               Ｃａｇｅ:
               

               Ｔｈｉｓ               ｉｓ               ｗｈｅｒｅ               Ｒｉｔｚｅｒ'ｓ               ａｄａｐｔａｔｉｏｎ               ｔｏ               ａ               Ｖｅｌｖｅｔ               ａｎｄ               Ｒｕｂｂｅｒ               Ｃａｇｅ               ｓｔａｒｔｅｄ               ｔｏ               ｄｅｖｅｌｏｐ.

Ｗｉｔｈｉｎ               ｔｈｅ               Ｖｅｌｖｅｔ               Ｃａｇｅ               ｃｈａｉｎ               ａｎｄ               ｆｒａｎｃｈｉｓｅ               ｃｏｍｐａｎｉｅｓ               ｂｌｏｓｓｏｍｅｄ               ａｒｏｕｎｄ               ｔｈｅ               ｃｏｕｎｔｒｙ               ａｎｄ               ｎｏｗ               ｇｌｏｂａｌｌｙ.

Ｆａｍｉｌｉａｒ               ｂｒａｎｄｓ               ｈａｖｅ               ｅｍｅｒｇｅｄ               ｉｎ               ｅｖｅｒｙ               ｍａｒｋｅｔ               ｆｒｏｍ               ｆｏｏｄ,               ｃｌｏｔｈｉｎｇ,               ｍｏｖｉｅ               ｔｈｅａｔｅｒｓ,               ｈｅａｔｈ-ｃａｒｅ               ｃｌｉｎｉｃｓ               ａｎｄ               ｅｖｅｎ               ｔａｘ               ａｃｃｏｕｎｔｉｎｇ               ｓｅｒｖｉｃｅｓ.

Ｔｈｅ               Ｒｕｂｂｅｒ               ｃａｇｅ               ｏｆｆｅｒｓ               ａ               ｍｏｒｅ               ｆｌｅｘｉｂｌｅ               ａｒｅａ               ｏｆ               ｂｕｓｉｎｅｓｓ               ａｎｄ               ｌｉｆｅｓｔｙｌｅ               ｔｈｒｏｕｇｈ               ｓｐｅｃｉａｌｉｚｅｄ               ｓｅｒｖｉｃｅｓ,               ｉｎｄｅｐｅｎｄｅｎｔ               ｂｕｓｉｎｅｓｓｅｓ               ａｎｄ               ｑｕａｌｉｔｙ               -               ｂａｓｅｄ               ｐｒｏｄｕｃｔｓ,               {Ｄ'Ａｍｉｃｏ               Ｆｏｏｄｓ},               {Ｗｈｏｌｅ               Ｆｏｏｄｓ}.
               

               Ｗｈｅｔｈｅｒ               ｓｏｍｅｏｎｅ               ｌｉｖｅｓ               ａｎｄ               ｗｏｒｋｓ               ｉｎ               ｔｈｅ               Ｖｅｌｖｅｔ               ｏｒ               Ｒｕｂｂｅｒ               Ｃａｇｅ               ｄｅｐｅｎｄｓ               ｏｎ               ｍａｎｙ               ａｓｐｅｃｔｓ               ｔｈａｔ               ｍｕｓｔ               ｂｅ               ｃｏｎｓｉｄｅｒｅｄ.

Ｉｔ               ｉｓ               ｍｏｓｔｌｙ               ａ               ｌｅｖｅｌ               ｏｆ               ａｆｆｌｕｅｎｃｅ               ａｎｄ               ｌｉｆｅｓｔｙｌｅ               ｃｈｏｉｃｅｓ               ｏｒ               ｗｈｅｔｈｅｒ               ａ               ｐｅｒｓｏｎ               ｈａｓ               ｔｈｏｓｅ               ｏｐｔｉｏｎｓ               ａｖａｉｌａｂｌｅ               ｔｏ               ｔｈｅｍ.

Ｆｏｒ               ｍｏｓｔ               ｐｅｏｐｌｅ               ｔｈａｔ               ｌｉｖｅ               ｉｎ               ｔｈｅ               ｓｕｂｕｒｂｓ               ｔｈｅｒｅ               ａｒｅ               ｎｏｔ               ｍａｎｙ               ｃｈｏｉｃｅｓ               ａｖａｉｌａｂｌｅ.

Ｍｏｓｔ               ｓｕｂｕｒｂａｎ               ｔｏｗｎｓ               ｗｅｒｅ               ｄｅｖｅｌｏｐｅｄ               ｗｉｔｈ               ｃｈａｉｎ               ｒｅｓｔａｕｒａｎｔｓ               ａｎｄ               ｓｔｏｒｅｓ               ｔｈａｔ               ｓａｗ               ｏｐｐｏｒｔｕｎｉｔｙ               ｉｎ               ａ               ｇｒｏｗｉｎｇ               ｐｏｐｕｌａｔｉｏｎ.

Ｒｅｓｉｄｅｎｔｓ               ｏｆ               ｌａｒｇｅｒ               ｕｒｂａｎ               ｃｉｔｉｅｓ               ｈａｖｅ               ｍｕｃｈ               ｍｏｒｅ               ｔｏ               ｃｈｏｏｓｅ               ｆｒｏｍ,               ｓｕｃｈ               ａｓ               ｌｏｃａｌ               ｄｉｎｎｅｒｓ,               ｉｎｄｅｐｅｎｄｅｎｔ               ｍｏｖｉｅ               ｔｈｅａｔｅｒｓ               ａｎｄ               ｌｏｃａｌ               ｃｏｒｎｅｒ               ｓｔｏｒｅｓ.
               

               Ｔｈｅ               Ｒｕｂｂｅｒ               Ｃａｇｅ               ｏｆ               ｔｈｅ               Ｃｉｔｙ               ａｎｄ               ｔｈｅ               Ｖｅｌｖｅｔ               Ｃａｇｅ               ｏｆ               ｔｈｅ               Ｓｕｂｕｒｂｓ               ｉｓ               ｏｎｅ               ｗａｙ               ｔｏ               ｌｏｏｋ               ａｔ               ｉｔ.

Ｔｈｅｒｅ               ｉｓ               ｖａｒｉｅｔｙ               ｉｎ               ａｎ               ｕｒｂａｎ               ｓｅｔｔｉｎｇ,               ｂｕｔ               ｔｈｅ               Ｖｅｌｖｅｔ               Ｃａｇｅ               ａｌｓｏ               ｅｘｉｓｔｓ.

Ｆｏｒ               ｅｘａｍｐｌｅ               ｔｈｅｒｅ               ｉｓ               ｓｔｉｌｌ               ａ               ＭｃＤｏｎａｌｄｓ               ｏｎ               ｅｖｅｒｙ               ｃｏｒｎｅｒ,               ｂｕｔ               ｔｈｏｓｅ               ｗｈｏ               ｃａｎ               ａｆｆｏｒｄ               ｉｔ               ｃａｎ               ｃｈｏｏｓｅ               ａ               ｌｏｃａｌ               ｄｉｎｎｅｒ               ｉｎｓｔｅａｄ.

Ａｓ               ｆｏｒ               ｔｈｅ               ｓｕｂｕｒｂｓ               ｃｈｏｉｃｅｓ               ａｒｅ               ｌｉｍｉｔｅｄ               ａｎｄ               ｔｈｅ               ＭｃＤｏｎａｌｄｓ               ｉｎｓｉｄｅ               ｔｈｅ               Ｗａｌ-Ｍａｒｔ               ｉｓ               ｗｈａｔ               ｙｏｕ               ｇｅｔ.

Ｔｈｅ               ｓｕｂｕｒｂｓ               ｃａｎ               ｂｅ               ｓｅｅｎ               ａｓ               "ａｎ               ａｒｃｈｉｔｅｃｔｕｒａｌ               ｖｅｒｓｉｏｎ               ｏｆ               ｔｈｅ               Ｉｎｖａｓｉｏｎ               ｏｆ               ｔｈｅ               Ｂｏｄｙ               Ｓｎａｔｃｈｅｒｓ…ｎｅｉｇｈｂｏｒｈｏｏｄｓ               ｒｅｐｌａｃｅｄ               ｂｙ               ｓｏｕｌｌｅｓｓ               ａｌｉｅｎ               ｓｕｂｓｔｉｔｕｔｅｓ…Ｉｎｓｔｅａｄ               ｏｆ               ｃｏｒｎｅｒ               ｓｔｏｒｅｓ               ｗｅ               ｈａｖｅ               ｑｕｉｃｋ               ｍａｒｔｓ…Ｉｎｓｔｅａｄ               ｏｆ               Ｍａｉｎ               ｓｔｒｅｅｔｓ,               ｗｅ               ｈａｖｅ               Ｍｅｇａ               Ｍａｌｌｓ…Ｆａｓｔ-Ｆｏｏｄ               ａｒｃｈｉｔｅｃｔｕｒｅ               -               ＭｃＭａｎｓｉｏｎｓ               -               ｓｉｔ               ｆｏｒｌｏｒｎｌｙ               ａｌｏｎｇ               ｍｏｎｏｔｏｎｏｕｓ               ｃｕｌ-ｄｅ-ｓａｃｓ,"               {Ｓｕｂｕｒｂａｎ               Ｎａｔｉｏｎ}.

Ｔｈｅ               ｓｕｂｕｒｂｓ               ａｒｅ               ａ               ｂｒｅｅｄｉｎｇ               ｇｒｏｕｎｄ               ｆｏｒ               ｔｈｅ               ｈｏｍｏｇｅｎｉｚａｔｉｏｎ               ａｎｄ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｏｆ               Ａｍｅｒｉｃａ,               ｏｆｆｅｒｉｎｇ               ｌｉｔｔｌｅ               ｏｒ               ｎｏ               ｃｈｏｉｃｅ               ｔｏ               ｔｈｅ               ｃｏｎｓｕｍｅｒ.

Ｉｎ               ｅｖｅｒｙ               ｓｕｂｕｒｂ               ｙｏｕ               ｈａｖｅ               ａ               ＭｃＤｏｎａｌｄｓ,               ａ               Ｂｌｏｃｋｂｕｓｔｅｒ               Ｖｉｄｅｏ               ａｎｄ               ａ               Ｗａｌ-ｍａｒｔ,               ａｎｄ               ｅａｃｈ               ｏｎｅ               ｓｙｍｂｏｌｉｚｅｓ               ｇｒｏｗｔｈ               ｆｏｒ               ｔｈｅ               ｔｏｗｎ.

Ｊｕｓｔ               ａｓ               ｗｈｅｎ               ａ               ＭｃＤｏｎａｌｄｓ               ｅｎｔｅｒｓ               ａ               ｆｏｒｅｉｇｎ               ｃｏｕｎｔｒｙ               ｉｔ               ｓｙｍｂｏｌｉｚｅｓ               ｇｒｏｗｔｈ               ａｎｄ               ｐｒｏｓｐｅｒｉｔｙ               ｔｏ               ｔｈｅ               ｃｏｕｎｔｒｙ               ｆｏｒ               ｓｏｍｅ.
               

               Ｒｅｃａｌｌｉｎｇ               ｌｉｆｅ               ｉｎ               ａ               ｓｕｂｕｒｂａｎ               ｔｏｗｎ               ｉｎ               Ｃｏｌｏｒａｄｏ,               ｔｈｅ               ｎａｔｉｖｅ               ｌｏｃａｌｓ               ｗｅｒｅ               ｎｏｓｔａｌｇｉｃ,               ｓｏｍｅ               ｎｅｇａｔｉｖｅｌｙ               ｏｆ               ｗｈｅｎ               ＭｃＤｏｎａｌｄｓ               ｍｏｖｅｄ               ｉｎ.

Ｆｏｒ               ａ               ｔｏｗｎ               ｔｈａｔ               ｕｓｅｄ               ｔｏ               ｈａｖｅ               ｍｏｒｅ               ｈｏｒｓｅｓ               ｔｈａｎ               ｐｅｏｐｌｅ,               ｔｈｅ               ｏｐｅｎｉｎｇ               ｏｆ               ａ               ＭｃＤｏｎａｌｄｓ               ｗａｓ               ａ               ｍａｊｏｒ               ｔｕｒｎｉｎｇ               ｐｏｉｎｔ               ｉｎ               ｔｈｅ               ｔｏｗｎ'ｓ               ｇｒｏｗｔｈ.

Ｔｈｅ               Ｗａｌ-Ｍａｒｔｓ               ａｎｄ               Ｂｌｏｃｋｂｕｓｔｅｒｓ               ｓｏｏｎ               ｆｏｌｌｏｗｅｄ               ａｎｄ               ｆｏｒ               ｔｈｅ               ｎｅｗ               ｒｅｓｉｄｅｎｔｓ               ｉｔ               ｗａｓ               ａ               ｓｉｇｎ               ｔｈａｔ               ｔｈｅｉｒ               ｔｏｗｎ               ｗａｓ               ｂｏｏｍｉｎｇ.

Ａｓ               ｆｏｒ               ｔｈｅ               ｎａｔｉｖｅｓ,               ｔｈｉｓ               ｗａｓ               ａ               ｓｙｍｂｏｌ               ｏｆ               ａｌｌ               ｔｈａｔ               ｗａｓ               ｗｒｏｎｇ               ｗｉｔｈ               ｔｈｅ               ｗｏｒｌｄ               ａｎｄ               ｍｏｓｔ               ｏｆ               ｔｈｅｍ               ｓｏｌｄ               ｔｈｅｉｒ               ｌａｎｄ               ｔｏ               ｄｅｖｅｌｏｐｅｒｓ               ｗｈｏ               ｂｕｉｌｄ               ｍｏｒｅ               ｓｕｂｕｒｂｓ               ａｎｄ               ｍｏｒｅ               ＭｃＤｏｎａｌｄｓ-ｔｙｐｅ               ｅｓｔａｂｌｉｓｈｍｅｎｔｓ.
               

               Ｃｙｂｅｒ               Ｃａｇｅ
               

               Ｔｈｅ               Ｉｎｔｅｒｎｅｔ               ｏｆｆｅｒｓ               ａ               ｍａｓｓｉｖｅ               ｇｌｏｂａｌ               ｐｌａｙｇｒｏｕｎｄ               ｆｏｒ               ｂｕｓｉｎｅｓｓｅｓ               ｔｈａｔ               ｔｈｒｉｖｅ               ｉｎ               ｔｈｅ               Ｉｒｏｎ,               Ｖｅｌｖｅｔ               ａｎｄ               Ｒｕｂｂｅｒ               Ｃａｇｅ.

Ｔｈｅ               Ｒｕｂｂｅｒ               Ｃａｇｅ               ｗｉｌｌ               ｂｅｎｅｆｉｔ               ｍｏｓｔ               ｆｒｏｍ               ｔｈｅ               Ｉｎｔｅｒｎｅｔ,               ｂｕｔ               ｓｏｍｅｔｈｉｎｇ               ａｓ               ｔｒａｎｓｐａｒｅｎｔ               ａｎｄ               ａｄａｐｔａｂｌｅ               ａｓ               ｔｈｅ               Ｉｎｔｅｒｎｅｔ               ｉｓ               ｆａｉｒ               ｇａｍｅ               ｆｏｒ               ｅｉｔｈｅｒ               ｏｎｅ.

Ｖｅｌｖｅｔ               Ｃａｇｅ               ｂｕｓｉｎｅｓｓｅｓ               ｗｉｌｌ               ｂｅｎｅｆｉｔ               ｆｒｏｍ               ｔｈｅ               ａｄｄｉｔｉｏｎａｌ               ｅｘｐｏｓｕｒｅ               ｔｏ               ｃｕｓｔｏｍｅｒｓ               ａｎｄ               ｔｈｅｉｒ               ｅｘｔｅｎｄｅｄ               ａｖａｉｌａｂｉｌｉｔｙ               ｏｆ               ｐｒｏｄｕｃｔｓ               ｏｒ               ｓｅｒｖｉｃｅｓ.

Ｒｕｂｂｅｒ               Ｃａｇｅ               ｂｕｓｉｎｅｓｓｅｓ               ｃａｎ               ｒｅａｃｈ               ｔｈｅ               ｓａｍｅ               ａｍｏｕｎｔ               ｏｆ               ｐｅｏｐｌｅ,               ｉｎ               ｔｈｅ               ｓａｍｅ               ｃｏｓｔ               -ｅｆｆｅｃｔｉｖｅ               ｗａｙ               ａｓ               ｆｉｒｍｓ               ｉｎ               ｔｈｅ               Ｖｅｌｖｅｔ               Ｃａｇｅ.

Ｔｈｏｕｇｈ               ｉｔ               ｈａｓ               ｂｅｃｏｍｅ               ｔｈｅ               ｓａｍｅ               ｓｔｒｕｇｇｌｅ               ｆｏｒ               ｉｎｄｅｐｅｎｄｅｎｔ               ｂｕｓｉｎｅｓｓｅｓ               ｔｏ               ｔａｋｅ               ａｄｖａｎｔａｇｅ               ｏｆ               ｔｈｅ               ａｄｖｅｒｔｉｓｉｎｇ               ｓｐａｃｅ               ｌａｒｇｅ               ｃｈａｉｎｓ               ａｎｄ               ｆｒａｎｃｈｉｓｅｓ               ｈａｖｅ               ｄｏｍｉｎａｔｅｄ               ｆｏｒ               ｓｏ               ｌｏｎｇ               ａｎｄ               ｎｏｗ               ｓｔｒｉｖｅ               ｔｏ               ｄｏｍｉｎａｔｅ               ｏｎ               ｔｈｅ               Ｉｎｔｅｒｎｅｔ.

Ｅｖｅｎ               ｓｔｉｌｌ,               ｔｈｅ               ｂｕｓｉｎｅｓｓｅｓ               ｉｎ               ｔｈｅ               ｒｕｂｂｅｒ               ｃａｇｅ               ｍａｙ               ｃｏｍｅ               ｏｕｔ               ａｈｅａｄ               ｏｎ               ｔｈｅ               Ｉｎｔｅｒｎｅｔ,               ａｓ               ｔｈｅｙ               ｔｅｎｄ               ｔｏ               ｃａｔｅｒ               ａ               ｍｏｒｅ               ｓｐｅｃｉａｌｉｚｅｄ               ｓｅｒｖｉｃｅ               ｏｒ               ｐｒｏｄｕｃｔ               ｗｈｉｃｈ               ｇｏｅｓ               ｈａｎｄ               ｉｎ               ｈａｎｄ               ｗｉｔｈ               ｔｈｅ               ｐｅｒｓｏｎａｌｉｚｅｄ               ａｓｐｅｃｔｓ               ｏｆ               ｔｈｅ               Ｉｎｔｅｒｎｅｔ.
               

               Ｔｈｅ               Ｉｎｔｅｒｎｅｔ               ａｌｓｏ               ｐｒｏｖｉｄｅｓ               ａ               ｗａｙ               ｆｏｒ               ｂｕｓｉｎｅｓｓ               ｔｏ               ｔｒａｃｋ               ａｎｄ               ｒｅｃｏｒｄ               ａ               ｌｏｔ               ｏｆ               ｉｎｆｏｒｍａｔｉｏｎ               ａｂｏｕｔ               ｔｈｅｉｒ               ｃｕｓｔｏｍｅｒｓ.

Ａｓ               ｙｏｕ               ｓｕｒｆ               ｔｈｅ               ｎｅｔ               ａｎｄ               ｓｈａｒｅ               ｉｎｆｏｒｍａｔｉｏｎ               ａｂｏｕｔ               ｙｏｕｒｓｅｌｆ,               ｔｈｅ               ｍｏｒｅ               ｃｏｒｐｏｒａｔｉｏｎｓ               ｋｎｏｗ               ａｂｏｕｔ               ｌｉｋｅｓ               ａｎｄ               ｄｉｓｌｉｋｅｓ.

Ｔｈｉｓ               ｍａｙ               ｂｅ               ａ               ｇｏｏｄ               ｔｈｉｎｇ,               ｉｎ               ｔｈａｔ               ｗｅ               ｇｅｔ               ｗｈａｔ               ｗｅ               ｗａｎｔ,               ｂｕｔ               ｉｓ               ｉｔ               ｎｅｃｅｓｓａｒｉｌｙ               ｗｈａｔ               ｗｅ               ｎｅｅｄ?

Ｍａｒｋｅｔｉｎｇ               ａｎｄ               Ａｄｖｅｒｔｉｓｉｎｇ               ｒｅｓｅａｒｃｈ               ｃａｎ               ｂｅ               ｔａｋｅｎ               ｔｏ               ｅｘｔｒｅｍｅ               ｌｅｖｅｌｓ               ｕｔｉｌｉｚｉｎｇ               ｔｈｅ               Ｉｎｔｅｒｎｅｔ               ａｓ               ｗｅ               ｇｉｖｅ               ａｗａｙ               ｔｏｎｓ               ｏｆ               ｉｎｆｏｒｍａｔｉｏｎ               ｔｈａｔ               ｉｓ               ｓｏｌｄ               ｒｉｇｈｔ               ｂａｃｋ               ｔｏ               ｕｓ.

Ｔｈｉｓ               ｉｓ               ｃｒｅａｔｉｎｇ               ｓｏｍｅｔｈｉｎｇ               ｏｆ               ａ               ｎｅｗ               ｃａｇｅ               ａｍｏｎｇｓｔ               Ｒｉｔｚｅｒ'ｓ               Ｖｅｌｖｅｔ               ａｎｄ               Ｒｕｂｂｅｒ               Ｃａｇｅ.

Ａｎ               Ｉｎｖｉｓｉｂｌｅ               ｃａｇｅ               ｏｒ               ｇｌａｓｓ               ｃａｇｅ               ｗｈｅｒｅ               ｉｔ               ｓｅｅｍｓ               ｏｕｒ               ｏｐｔｉｏｎｓ               ａｒｅ               ｌｉｍｉｔｌｅｓｓ,               ｙｅｔ               ｉｔ               ｉｓ               ｊｕｓｔ               ｍｏｒｅ               ｐｒｏｄｕｃｔｓ               ａｎｄ               ｓｅｒｖｉｃｅｓ               ｗｅ               ｄｏｎ'ｔ               ｎｅｅｄ.
               

               Ｔｈｅ               Ｉｎｔｅｒｎｅｔ               ｉｓ               ｉｎ               ｓｏｍｅ               ｗａｙｓ               ｂｌｕｒｒｉｎｇ               ｔｈｅ               ｌｉｎｅｓ               ｂｅｔｗｅｅｎ               ｔｈｅ               Ｖｅｌｖｅｔ               Ｃａｇｅ               ａｎｄ               ｔｈｅ               Ｒｕｂｂｅｒ               Ｃａｇｅ.

Ｉｔ               ａｌｌｏｗｓ               ｃｏｍｐａｎｉｅｓ               ｔｏ               ｂｕｉｌｄ               ａ               ｓｔｏｒｅｆｒｏｎｔ               ｗｉｔｈｏｕｔ               ｔｈｅ               ｃｏｎｓｔｒａｉｎｔｓ               ｏｆ               ｌｏｃａｔｉｏｎ.

Ｂｕｓｉｎｅｓｓｅｓ               ｔｈａｔ               ｔｒａｄｉｔｉｏｎａｌｌｙ               ｏｐｅｒａｔｅｄ               ｉｎ               ｔｈｅ               ｖｅｌｖｅｔ               ｃａｇｅ               ｃｏｕｌｄ               ｂｅｔｔｅｒ               ｓｐｅｃｉａｌｉｚｅ               ｔｈｅｉｒ               ｐｒｏｄｕｃｔ               ｏｒ               ｓｅｒｖｉｃｅ               ｏｎ               ｔｈｅ               Ｉｎｔｅｒｎｅｔ               ｆｏｒ               ｔｈｅ               ｃｕｓｔｏｍｅｒ,               {ｗｗｗ.ｋｉｎｋｏｓ.ｃｏｍ}.

Ｔｈｅｙ               ｃｏｕｌｄ               ｐｏｒｔｒａｙ               ａ               ｍｏｒｅ               ｐｅｒｓｏｎａｌ               ｉｍａｇｅ,               ｊｕｓｔ               ａｓ               ｂｕｓｉｎｅｓｓｅｓ               ｉｎ               ｔｈｅ               Ｒｕｂｂｅｒ               Ｃａｇｅ               ｃｏｕｌｄ               ｓｅｅｍ               ｌａｒｇｅｒ               ａｎｄ               ｍｏｒｅ               ｅｆｆｉｃｉｅｎｔ               {ｗｗｗ.ｎｅｉｇｈｂｏｒｈｏｏｄｐｏｓｔａｌ.ｃｏｍ}.
               

               Ｃｏｎｃｌｕｓｉｏｎ:               Ｂａｌａｎｃｉｎｇ               ｔｈｅ               Ｆｕｔｕｒｅ
               

               Ｔｏ               ｐｒｅｖｅｎｔ               ｔｈｅ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｏｆ               ｏｕｒ               ｆｕｔｕｒｅ               ａ               ｂａｌａｎｃｅ               ｍｕｓｔ               ｂｅ               ｍｅｔ               ｉｎ               ａｃｃｏｕｎｔａｂｉｌｉｔｙ               ａｎｄ               ｔｈｅ               ａｌｌｏｗａｎｃｅ               ｏｆ               ｃｏｎｔｒｏｌ               ｔｏ               ｃｏｒｐｏｒａｔｉｏｎｓ.

Ｃｏｒｐｏｒａｔｉｏｎｓ               ａｒｅ               ｏｎ               ａ               ｆａｓｔ               ｔｒａｃｋ               ｔｏ               ｂｅｉｎｇ               ｔｈｅ               ｏｆｆｉｃｉａｌ               ｓｐｏｎｓｏｒ               ｏｆ               ｅｖｅｒｙｔｈｉｎｇ.

Ｉｎｓｔｅａｄ               ｏｆ               ｍｏｒｅ               ｌｉｍｉｔｓ               ａｎｄ               ｒｅｓｔｒｉｃｔｉｏｎｓ               ｐｌａｃｅｄ               ｏｎ               ｔｈｅ               ｃｏｒｐｏｒａｔｉｏｎｓ,               ｔｈｅｙ               ａｒｅ               ｂｅｉｎｇ               ｒｅｍｏｖｅｄ.

Ｆｏｒ               ｉｎｓｔａｎｃｅ               Ｍｅｄｉａ               ｃｏｎｇｌｏｍｅｒａｔｅｓ               ｈａｖｅ               ｌｏｎｇ               ｂｅｅｎ               ｒｅｓｔｒｉｃｔｅｄ               ｏｎ               ｏｗｎｅｒｓｈｉｐ               ｏｆ               ｔｅｌｅｖｉｓｉｏｎ               ａｎｄ               ｒａｄｉｏ               ｉｎ               ｔｈｅ               ｓａｍｅ               ｍａｒｋｅｔｓ.

Ｃｏｎｇｒｅｓｓ               ｉｓ               ｎｏｗ               ｃｏｎｓｉｄｅｒｉｎｇ               ｌｉｆｔｉｎｇ               ｔｈｅｓｅ               ｒｅｓｔｒｉｃｔｉｏｎｓ,               ｗｈｉｃｈ               ｗｏｕｌｄ               ａｌｌｏｗ               ｃｏｍｐａｎｉｅｓ               ｌｉｋｅ               Ｖｉａｃｏｍ               ａｎｄ               Ｔｈｅ               Ｎｅｗｓ               Ｃｏｒｐｏｒａｔｉｏｎ               ｔｏ               ｃｏｎｔｒｏｌ               ｔｅｌｅｖｉｓｉｏｎ,               ｒａｄｉｏ               ａｎｄ               ｐｒｉｎｔ               ｍｅｄｉａ               ｉｎ               ｔｈｅ               ｓａｍｅ               ｍａｒｋｅｔ.

Ｖｉａｃｏｍ               ａｌｒｅａｄｙ               ｏｗｎｓ               65%               ｏｆ               ｔｈｅ               ｒａｄｉｏ               ａｄｖｅｒｔｉｓｉｎｇ               ｓｐａｃｅ               ｔｈｒｏｕｇｈ               ｉｔｓ               ｐｕｒｃｈａｓｅ               ｏｆ               ＣＢＳ,               ｓｈｏｕｌｄ               ｔｈｅｙ               ｂｅ               ａｌｌｏｗｅｄ               ｍｏｒｅ               ｃｏｎｔｒｏｌ.

Ａ               ｃｏｒｐｏｒａｔｉｏｎ               ｉｓ               ａｎ               ａｒｔｉｆｉｃｉａｌ               ｂｅｉｎｇ,               ａ               ｎｏｎ-ｅｎｔｉｔｙ,               ａ               ｂｏａｒｄ               ｏｆ               ｄｉｒｅｃｔｏｒｓ               ｎｏｔ               ｈｅｌｄ               ｌｉａｂｌｅ               ｆｏｒ               ｔｈｅｉｒ               ａｃｔｉｏｎｓ.

Ｔｈｅ               ｍｅｄｉａ               ｃｏｎｇｌｏｍｅｒａｔｅｓ               ｌｉｋｅ               Ｖｉａｃｏｍ,               Ｂｅｒｔｅｌｓｍａｎｎ               Ｍｕｓｉｃ               Ｇｒｏｕｐ               ａｎｄ               Ｔｉｍｅ               Ｗａｒｎｅｒ/ＡＯＬ               ａｒｅ               ａ               ｆａｃｅｌｅｓｓ               ｔｈｒｅａｔ               ｗｈｅｒｅ               ｔｈｅ               ｂｏｔｔｏｍ               ｌｉｎｅ               ｉｓ               ｐｒｏｆｉｔ.

Ｃｏｍｐａｎｉｅｓ               ｗｈｏｓｅ               ｉｄｅａ               ｏｆ               ｓｏｃｉａｌ               ｒｅｓｐｏｎｓｉｂｉｌｉｔｙ               ｉｓ               ｍｏｒｅ               ｌｉｋｅ               ｓｏｃｉａｌ               ｃｏｎｔｒｏｌ.
               

               Ａｓ               ｗｉｔｎｅｓｓ               ｔｏ               ｔｈｉｓ               ｏｖｅｒｗｈｅｌｍｉｎｇ               ｃｏｎｔｒｏｌ               ｏｆ               Ｍｅｄｉａ               ｃｏｎｇｌｏｍｅｒａｔｅｓ,               Ｉ'ｖｅ               ｓｅｅｎ               ｉｔ               ｗｏｒｋｉｎｇ               ｉｎ               ｔｈｅ               Ｐｕｂｌｉｓｈｉｎｇ               Ｉｎｄｕｓｔｒｙ.

Ｔｈｅ               ｂｅｓｔ               ｅｘａｍｐｌｅ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｉｎ               ｐｕｂｌｉｓｈｉｎｇ               ｉｓ               ｔｈｅ               'Ｆｏｒ               Ｄｕｍｍｉｅｓ'               ｓｅｒｉｅｓ               ｏｒ               ｔｈｅ               'Ｃｈｉｃｋｅｎ               Ｓｏｕｐ               ｆｏｒ               ｔｈｅ               Ｓｏｕｌ'               ｓｅｒｉｅｓ.

Ａｎ               ｉｄｅａ               ｔｈａｔ               ｗｏｒｋｅｄ               ｔｏ               ｇｅｎｅｒａｔｅ               ｂｅｔｔｅｒ               ｐｒｏｆｉｔ               ａｎｄ               ｗａｓ               ｏｖｅｒｕｓｅｄ.

Ｔｏ               ｅｖｅｎ               ｃｏｎｓｉｄｅｒ               Ｂｏｏｋ               Ｐｕｂｌｉｓｈｉｎｇ               ａｎ               ｉｎｄｕｓｔｒｙ               ｉｓ               ａ               ｐａｒｔ               ｏｆ               ｔｈｅ               ｔｈｒｅａｔ.

Ｕｎｉｑｕｅ               ａｒｔｓ               ａｎｄ               ｅｎｔｅｒｔａｉｎｍｅｎｔ               ｃｏｎｔｉｎｕａｌｌｙ               ｒｉｓｋ               ｄｉｍｉｎｉｓｈｉｎｇ               ｗｉｔｈｏｕｔ               ｔｈｅ               ｓｐｏｎｓｏｒｓｈｉｐ               ｏｆ               ｃｏｒｐｏｒａｔｉｏｎｓ.

Ｈｏｗ               ｃａｎ               ｔｈｅ               ｉｎｄｅｐｅｎｄｅｎｔ               ｂｏｏｋ               ｐｕｂｌｉｓｈｅｒｓ,               ｆｉｌｍｍａｋｅｒｓ,               ｔｈｅａｔｅｒｓ               ａｎｄ               ｓｔｏｒｅｓ               ｓｕｒｖｉｖｅ               ｉｆ               ｃｏｎｇｌｏｍｅｒａｔｅｓ               ｂｕｙ               ｔｈｅｍ               ｕｐ               ａｓ               ｓｔｏｃｋ               ｃｏｍｍｏｄｉｔｉｅｓ?

Ｔｈｅ               ｌａｒｇｅｓｔ               ｄｉｓｔｒｉｂｕｔｏｒ               ｏｆ               Ｉｎｄｅｐｅｎｄｅｎｔ               ｆｉｌｍｓ,               Ｍｉｒａｍａｘ               ｉｓ               ｎｏｔ               ｔｒｕｌｙ               ｉｎｄｅｐｅｎｄｅｎｔ,               ａｓ               ｔｈｅ               Ｄｉｓｎｅｙ               Ｃｏｒｐｏｒａｔｉｏｎ               ｏｗｎｓ               ｔｈｅｍ.

Ｅｖｅｎ               ｔｈｅ               ｔｅｒｍ               "Ｉｎｄｅｐｅｎｄｅｎｔ"               ｌｏｓｅｓ               ｉｔ'ｓ               ｍｅａｎｉｎｇ               ａｎｄ               ｂｅｃｏｍｅｓ               ｊｕｓｔ               ａｎｏｔｈｅｒ               ｒｅｐａｃｋａｇｅｄ               ｌｉｆｅｓｔｙｌｅ               ｕｓｅｄ               ｉｎ               ａｄｖｅｒｔｉｓｉｎｇ.

Ｔｈｉｓ               ｉｓ               ｓｕｓｔａｉｎｅｄ               ａｓ               ｃｏｒｐｏｒａｔｉｏｎｓ               ｄｅｖｅｌｏｐ               ｗｉｔｈｉｎ               ｔｈｅ               ｐｒｏｃｅｓｓ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ.
               

               Ｉｎ               ｎｏ               ｗａｙ               ｓｈｏｕｌｄ               ｔｈｉｓ               ｃｏｎｃｌｕｓｉｏｎ               ｓｏｕｎｄ               ｃｏｎｓｐｉｒａｔｏｒｉａｌ,               ａｓ               ｉｎ               ｍｅｇａ               ｃｏｒｐｏｒａｔｉｏｎｓ               ｂｅｎｔ               ｏｎ               ｔａｋｉｎｇ               ｏｖｅｒ               ｔｈｅ               ｗｏｒｌｄ.

Ｔｈｏｕｇｈ               ｉｔ               ｉｓ               ｐｌａｕｓｉｂｌｅ               ｔｏ               ｃｏｎｓｉｄｅｒ               ｔｈｅ               ｐｏｓｓｉｂｉｌｉｔｙ               ｏｆ               ａ               ｆｕｔｕｒｅ               ｉｎ               ｗｈｉｃｈ               ｃｏｎｔｉｎｕｅｄ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｗｉｌｌ               ｃｏｎｔｒｉｂｕｔｅ               ｔｏ               ｔｈｅ               ｒｉｓｉｎｇ               ｐｏｗｅｒ               ｏｆ               ｔｈｅｓｅ               ｃｏｒｐｏｒａｔｉｏｎｓ.

Ｔｈｅ               ＭｃＤｏｎａｌｄｓ               Ｃｏｒｐｏｒａｔｉｏｎ               ｓｔａｒｔｅｄ               ａｓ               ａｎ               ｉｎｄｅｐｅｎｄｅｎｔ               ｓｔｏｒｅ               ｉｎ               Ｎｏｒｔｈｅｒｎ               Ｉｌｌｉｎｏｉｓ.

Ｉｔ               ｗａｓ               ａｎ               ｉｄｅａ               ａｎｄ               ｓｙｓｔｅｍ               ｔｈａｔ               ｗｏｒｋｅｄ               ｆｏｒ               ｂｕｓｉｎｅｓｓ               ａｎｄ               ｓｐｒｅａｄ               ｌｉｋｅ               ｗｉｌｄｆｉｒｅ,               ｆｒｏｍ               Ｈａｍｂｕｒｇｅｒｓ               ｔｏ               ｂｏｏｋｓ.

Ｔｈｅ               Ｉｎｔｅｒｎｅｔ               ｉｓ               ｔａｋｉｎｇ               ｏｎ               ｉｔ'ｓ               ｏｗｎ               ｆｏｒｍ               ｏｆ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ,               ｏｖｅｒｕｓｉｎｇ               ｔｈｅ               ａｓｐｅｃｔｓ               ｍｏｓｔ               ｅｆｆｉｃｉｅｎｔ               ｔｏ               ｕｓｅｒｓ               ａｎｄ               ｄｅｓｉｇｎｅｒｓ.
               

               Ｉｆ               ｍｏｒｅ               ｒｅｓｔｒｉｃｔｉｏｎｓ               ａｒｅ               ｐｕｔ               ｏｎ               ｃｏｒｐｏｒａｔｉｏｎｓ,               ｉｔ               ｗｉｌｌ               ｍａｋｅ               ｒｏｏｍ               ｆｏｒ               ｍｏｒｅ               ｃｒｅａｔｉｖｅ               ｅｎｔｅｒｐｒｉｓｅｓ,               ａｌｌｏｗｉｎｇ               ｆｒｅｓｈ               ｉｄｅａｓ               ｔｏ               ｂｌｏｓｓｏｍ.

Ｍｕｌｔｉｎａｔｉｏｎａｌ               ｃｏｒｐｏｒａｔｉｏｎｓ               ａｌｒｅａｄｙ               ｂｕｒｅａｕｃｒａｔｉｃａｌｌｙ               ｏｂｔｕｓｅ,               ｒａｒｅｌｙ               ｆｏｓｔｅｒ               ｎｅｗ               ｉｄｅａｓ               ｌａｔｃｈｉｎｇ               ｏｎｔｏ               ｔｒｅｎｄｓ               ａｎｄ               ｂｅａｔｉｎｇ               ｔｈｅ               ｓａｍｅ               ｄｅａｄ               ｈｏｒｓｅ.

Ａｓ               ｔｈｅ               ｉｎｆｌｕｅｎｃｅ               ｏｆ               ｃｏｒｐｏｒａｔｅ               ｃｕｌｔｕｒｅ               ｓｐｒｅａｄｓ,               ｍｏｒｅ               ｆｒｅｅｄｏｍ               ｆｏｒ               ｔｒｕｅ               ｉｎｄｅｐｅｎｄｅｎｔ               ｂｕｓｉｎｅｓｓ,               ｂｙ               ｒｅｓｔｒｉｃｔｉｏｎｓ               ｏｎ               ｔｈｅ               ｂｅｈｅｍｏｔｈｓ               ｗｉｌｌ               ｍｅａｎ               ｌｅｓｓ               ｍｏｎｏｔｏｎｙ               ｗｉｔｈｉｎ               ｓｏｃｉｅｔｙ.

Ｔｈｉｓ               ｉｓ               ｉｎ               ｎｏ               ｗａｙ               ａｎｔｉ-ｇｌｏｂａｌｉｚａｔｉｏｎ               ｅｉｔｈｅｒ;               ｔｈｅｒｅ               ｃｏｕｌｄ               ｂｅ               ｐｏｓｉｔｉｖｅ               ａｓｐｅｃｔｓ               ｏｆ               ａ               ｇｌｏｂａｌ               ｃｏｍｍｕｎｉｔｙ.

Ｔｈｅ               ｑｕｅｓｔｉｏｎ               ｉｓ               ｄｏ               ｗｅ               ｗａｎｔ               ｃｏｍｐａｎｉｅｓ               ｌｉｋｅ               ＭｃＤｏｎａｌｄｓ               ａｎｄ               Ｗａｌ-Ｍａｒｔ               ｐｕｔｔｉｎｇ               ｔｈｅｉｒ               ｌｏｇｏ               ａｌｌ               ｏｖｅｒ               ｔｈｉｓ               ｇｌｏｂａｌ               ｃｏｍｍｕｎｉｔｙ?
               

               Ｉｎｄｅｘ:
               

               -{Ｓｃｈｌｏｓｓｅｒ}               -               Ｅｒｉｃ               Ｓｃｈｌｏｓｓｅｒ,               Ｆａｓｔ               Ｆｏｏｄ               Ｎａｔｉｏｎ,               ｐａｇｅ               367,               Ｇｌｏｂａｌ               Ｒｅａｌｉｚａｔｉｏｎ               Ｃｈｐ.
               

               -{Ｇｉｄｄｅｏｎｓ               ａｎｄ               Ｄｕｎｅｉｅｒ},               Ａｎｔｈｏｎｙ               Ｇｉｄｄｅｏｎｓ               &               Ｍｉｔｃｈｅｌｌ               Ｄｕｎｅｉｅｒ,               Ｉｎｔｒｏｄｕｃｔｉｏｎ               ｔｏ               Ｓｏｃｉｏｌｏｇｙ,               ｐａｇｅ               251               -               Ｒｉｔｚｅｒ'ｓ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ,               Ｗ.Ｗ.

Ｎｏｒｔｏｎ               &               Ｃｏ.
               

               -{Ｍａｓｓｅｙ}               -               Ｇａｒｔｈ               Ｍａｓｓｅｙ,               Ｒｅａｄｉｎｇｓ               ｆｏｒ               Ｓｏｃｉｏｌｏｇｙ,               Ｐａｇｅ               323               -               24,               Ｇｅｏｒｇｅ               Ｒｉｔｚｅｒ               Ｔｈｅ               ＭｃＤｏｎａｌｄ'ｓ               Ｓｙｓｔｅｍ
               

               -ｈｔｔｐ://ｗｗｗ.ｍｃｄｏｎａｌｄｉｚａｔｉｏｎ.ｃｏｍ/ｃｏｎｔｒｏｌ.ｈｔｍｌ
               

               -ｗｗｗ.ＭｃＤｏｎａｌｄｓ.ｃｏｍ,               ｈｔｔｐ://ｗｗｗ.ｍｃｄｏｎａｌｄｓ.ｃｏｍ/ｃｏｒｐｏｒａｔｅ/ｉｎｆｏ/ｖｉｓｉｏｎ/ｉｎｄｅｘ.ｈｔｍｌ
               

               -{Ｓｃｈｌｏｓｓｅｒ}               -               Ｅｒｉｃ               Ｓｃｈｌｏｓｓｅｒ,               Ｆａｓｔ               Ｆｏｏｄ               Ｎａｔｉｏｎ,               ｐａｇｅ               369,               Ｇｌｏｂａｌ               Ｒｅａｌｉｚａｔｉｏｎ               Ｃｈｐ.
               

               -{Ｓｃｈｌｏｓｓｅｒ}               -               Ｅｒｉｃ               Ｓｃｈｌｏｓｓｅｒ,               Ｆａｓｔ               Ｆｏｏｄ               Ｎａｔｉｏｎ,               ｐａｇｅ               372,               Ｇｌｏｂａｌ               Ｒｅａｌｉｚａｔｉｏｎ               Ｃｈｐ
               

               -{Ｗｒｉｇｈｔ}               -               Ｃｈｒｉｓ               Ｗｒｉｇｈｔ,               Ｔｈｅ               ＭｃＤｏｎａｌｄｉｚａｔｉｏｎ               ｏｆ               Ｓｙｒａｃｕｓｅ,               ｈｔｔｐ://ｗｗｗ.ｎｅｗｔｉｍｅｓ.ｒｗａｙ.ｃｏｍ/1997/100897/ｃｏｖｅｒ.ｈｔｍ
               

               -{ｗｗｗ.ｐｕｒｅｆｏｏｄ.ｏｒｇ}               -               ｈｔｔｐ://ｗｗｗ.ｐｕｒｅｆｏｏｄ.ｏｒｇ/ｇｅｆｏｏｄ/ＳａｖｉｏｒＢｏｖｅ.ｃｆｍ
               

               -{ｗｗｗ.ｍｃｓｐｏｔｌｉｇｈｔ.ｏｒｇ}               -               ｈｔｔｐ://ｗｗｗ.ｍｃｓｐｏｔｌｉｇｈｔ.ｏｒｇ/ｈｅｌｐ.ｈｔｍｌ,               ｕｎｄｅｒ               ｔｈｅ               'Ｗｈｙ'               ｐａｒａｇｒａｐｈ
               

               -{Ｍａｓｓｅｙ}               -               Ｇａｒｔｈ               Ｍａｓｓｅｙ,               Ｒｅａｄｉｎｇｓ               ｆｏｒ               Ｓｏｃｉｏｌｏｇｙ,               Ｔｈｏｍａｓ               Ｒ               Ｉｄｅ               &               Ａｒｔｈｕｒ               Ｊ.

Ｃｏｒｄｅｌｌ,               Ａｕｔｏｍａｔｉｎｇ               Ｗｏｒｋ,               ｐａｇｅ               343,               ｃｈａｐｔｅｒ               36.
               

               -{Ｍａｓｓｅｙ}               -               Ｇａｒｔｈ               Ｍａｓｓｅｙ,               Ｒｅａｄｉｎｇｓ               ｆｏｒ               Ｓｏｃｉｏｌｏｇｙ,               ｐａｇｅ               321,               ｃｈａｐｔｅｒ               33               -               Ｍａｘ               Ｗｅｂｅｒ'ｓ               Ｔｈｅ               Ｐｒｏｔｅｓｔａｎｔ               Ｅｔｈｉｃ               ａｎｄ               ｔｈｅ               Ｓｐｉｒｉｔ               ｏｆ               Ｃａｐｉｔａｌｉｓｍ.
               

               -{Ｄ'Ａｍｉｃｏ               Ｆｏｏｄｓ}               ａｎ               ｅｘａｍｐｌｅ               ｆｒｏｍ               ｔｈｅ               ｓｙｌｌａｂｕｓ               ｓｉｔｅｓ,               ｈｔｔｐ://ｗｗｗ.ｄａｍｉｃｏｆｏｏｄｓ.ｃｏｍ
               

               -{Ｓｕｂｕｒｂａｎ               Ｎａｔｉｏｎ}               Ａｎｄｒｅｓ               Ｄｕａｎｙ,               Ｓｕｂｕｒｂａｎ               Ｎａｔｉｏｎ,               ｐａｇｅ               12,               Ｉｎｔｒｏｄｕｃｔｉｏｎ
               

               -{ｗｗｗ.ｋｉｎｋｏｓ.ｃｏｍ}               ａｎ               ｅｘａｍｐｌｅ
               

               -{ｗｗｗ.ｎｅｉｇｈｂｏｒｈｏｏｄｐｏｓｔａｌ.ｃｏｍ}               ａｎ               ｅｘａｍｐｌｅ






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    오전 12:00

    By Bess Haslam

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    About 'opening an accounting firm'|4 Simple Steps to Open a Share Trading Account







    About 'opening an accounting firm'|4 Simple Steps to Open a Share Trading Account








    Ａｕｄｉｔ               Ｄｅｆｉｎｉｔｉｏｎ
                   Ａｎ               ａｕｄｉｔ               ｉｓ               ａｎ               ｅｘａｍｉｎａｔｉｏｎ               ｂｙ               ａｎ               ｉｎｄｅｐｅｎｄｅｎｔ               Ｃｅｒｔｉｆｉｅｄ               Ｐｕｂｌｉｃ               Ａｃｃｏｕｎｔａｎｔ               (ＣＰＡ)               ｏｆ               ｅｎｏｕｇｈ               ｏｆ               ａ               ｃｏｍｐａｎｙ'ｓ               ｒｅｃｏｒｄｓ               ｔｏ               ｄｅｔｅｒｍｉｎｅ               ｗｈｅｔｈｅｒ               ｔｈｅ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ｐｒｅｐａｒｅｄ               ｂｙ               ｔｈａｔ               ｃｏｍｐａｎｙ               ａｒｅ               ａ               ｆａｉｒ               ｒｅｐｒｅｓｅｎｔａｔｉｏｎ               ｏｆ               ｔｈｅｉｒ               ｆｉｎａｎｃｉａｌ               ｃｏｎｄｉｔｉｏｎ.

    Ｇｅｔｔｉｎｇ               ａｕｄｉｔｅｄ               ａｌｓｏ               ｅｎｓｕｒｅｓ               ｔｈａｔ               ｔｈｅ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ｈａｖｅ               ｂｅｅｎ               ｐｒｅｐａｒｅｄ               ｉｎ               ａｃｃｏｒｄａｎｃｅ               ｗｉｔｈ               ｇｅｎｅｒａｌｌｙ               ａｃｃｅｐｔｅｄ               ａｃｃｏｕｎｔｉｎｇ               ｐｒｉｎｃｉｐｌｅｓ               (ＧＡＡＰ).

    ＧＡＡＰ               ｐｒｉｎｃｉｐｌｅｓ               ｗｅｒｅ               ｄｅｖｅｌｏｐｅｄ               ｂｙ               ｒｅｇｕｌａｔｉｎｇ               ａｇｅｎｃｉｅｓ               ｉｎ               ｏｒｄｅｒ               ｔｏ               ｅｓｔａｂｌｉｓｈ               ｃｏｍｐａｒａｂｉｌｉｔｙ               ａｍｏｎｇ               ｔｈｅ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ｏｆ               ｄｉｆｆｅｒｅｎｔ               ｃｏｍｐａｎｉｅｓ               ａｎｄ               ｔｏ               ｍａｉｎｔａｉｎ               ｃｏｎｓｉｓｔｅｎｃｙ               ｉｎ               ｔｈｅ               ｗａｙ               ｃｏｍｐａｎｉｅｓ               ａｃｃｏｕｎｔ               ｆｏｒ               ｅｖｅｎｔｓ               ａｎｄ               ｔｒａｎｓａｃｔｉｏｎｓ               ｆｒｏｍ               ｙｅａｒ               ｔｏ               ｙｅａｒ.

    Ｎｏｗ               ｔｈａｔ               ｗｅ               ｈａｖｅ               ａｎ               ａｕｄｉｔ               ｄｅｆｉｎｉｔｉｏｎ               ,               ｌｅｔ'ｓ               ｄｉｓｃｕｓｓ               ｗｈｙ               ｃｅｒｔａｉｎ               ｃｏｍｐａｎｉｅｓ               ｍｕｓｔ               ｂｅ               ａｕｄｉｔｅｄ               .
                   Ｗｈｙ               Ｄｏ               Ｃｏｍｐａｎｉｅｓ               Ｇｅｔ               Ａｕｄｉｔｅｄ               ?
                   Ｃｏｍｐａｎｉｅｓ               ｐｒｏｖｉｄｅ               ｔｈｅ               ｉｎｆｏｒｍａｔｉｏｎ               ｔｈａｔ               ｇｏｅｓ               ｉｎｔｏ               ｔｈｅｉｒ               ｏｗｎ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ.

    Ｗｈｅｔｈｅｒ               ｔｈｅｓｅ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ａｒｅ               ｐｒｅｐａｒｅｄ               ｂｙ               ｔｈｅ               ｃｏｍｐａｎｙ'ｓ               ｉｎ-ｈｏｕｓｅ               ａｃｃｏｕｎｔａｎｔ               ｏｒ               ａｎ               ｏｕｔｓｉｄｅ               ａｃｃｏｕｎｔｉｎｇ               ｆｉｒｍ,               ａｕｄｉｔｓ               ａｒｅ               ｎｅｅｄｅｄ               ｔｏ               ｐｒｏｖｉｄｅ               ａｓｓｕｒａｎｃｅ               ｔｏ               ｅｘｔｅｒｎａｌ               ｐａｒｔｉｅｓ               ｔｈａｔ               ｔｈｏｓｅ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ｃａｎ               ｂｅ               ｒｅｌｉｅｄ               ｏｎ               ｗｈｅｎ               ｍａｋｉｎｇ               ｄｅｃｉｓｉｏｎｓ.

    Ｉｔ               ｗｏｕｌｄ               ｂｅ               ｖｅｒｙ               ｅａｓｙ               ｆｏｒ               ａ               ｃｏｍｐａｎｙ               ｔｏ               ｍｉｓｒｅｐｒｅｓｅｎｔ               ｉｎｆｏｒｍａｔｉｏｎ               ｉｎ               ｔｈｅｉｒ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ｉｎ               ｏｒｄｅｒ               ｔｏ               ｓｅｅｍ               ｍｏｒｅ               ｐｒｏｆｉｔａｂｌｅ               ｔｈａｎ               ｔｈｅｙ               ａｃｔｕａｌｌｙ               ａｒｅ.

    Ｔｈｉｓ               ｃｏｕｌｄ               ｂｅ               ａ               ｆｒａｕｄｕｌｅｎｔ               ｗａｙ               ｔｏ               ｌｕｒｅ               ｉｎ               ｕｎｓｕｓｐｅｃｔｉｎｇ               ｉｎｖｅｓｔｏｒｓ               ｏｒ               ｇｅｔ               ｌｏａｎｓ               ｆｒｏｍ               ｂａｎｋｓ               ｏｒ               ｏｔｈｅｒ               ｌｅｎｄｉｎｇ               ｉｎｓｔｉｔｕｔｉｏｎｓ               ｗｈｉｃｈ               ｔｈｅｙ               ｗｏｕｌｄ               ｏｔｈｅｒｗｉｓｅ               ｎｏｔ               ｑｕａｌｉｆｙ               ｆｏｒ.

    Ｇｅｔｔｉｎｇ               ａｕｄｉｔｅｄ               ｉｓ               ａ               ｗａｙ               ｆｏｒ               ｃｏｍｐａｎｉｅｓ               ｔｏ               ｐｒｏｖｅ               ｔｏ               ｔｈｅｓｅ,               ａｎｄ               ｏｔｈｅｒ               ｏｕｔｓｉｄｅ               ｐａｒｔｉｅｓ,               ｔｈａｔ               ｔｈｅｉｒ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ａｒｅ               ｒｅｌｉａｂｌｅ               ａｎｄ               ｔｒｕｓｔｗｏｒｔｈｙ.
                   Ｗｈｏ               Ｐｅｒｆｏｒｍｓ               Ａｕｄｉｔｓ
                   Ｔｈｅ               ａｕｄｉｔ               ｄｅｆｉｎｉｔｉｏｎ               ａｂｏｖｅ               ｓｔａｔｅｄ               ｔｈａｔ               ａｎ               ａｕｄｉｔ               ｉｓ               ａｎ               ｅｘａｍｉｎａｔｉｏｎ               ｂｙ               ａｎ               ｉｎｄｅｐｅｎｄｅｎｔ               ｃｅｒｔｉｆｉｅｄ               ｐｕｂｌｉｃ               ａｃｃｏｕｎｔａｎｔ               (ＣＰＡ).

    Ｏｎｌｙ               ｌｉｃｅｎｓｅｄ               ＣＰＡｓ               ｃａｎ               ｐｅｒｆｏｒｍ               ｉｎｄｅｐｅｎｄｅｎｔ               ａｕｄｉｔｓ               ｏｆ               Ｕ.Ｓ.

    ｂｕｓｉｎｅｓｓｅｓ.

    Ａｕｄｉｔｉｎｇ               ｉｓ               ａ               ｈｉｇｈｌｙ               ｓｐｅｃｉａｌｉｚｅｄ               ａｃｃｏｕｎｔｉｎｇ               ｆｕｎｃｔｉｏｎ               ｔｈａｔ               ｒｅｑｕｉｒｅｓ               ａｕｄｉｔｏｒｓ               ｔｏ               ｈａｖｅ               ａｎ               ｅｘｔｅｎｓｉｖｅ               ｋｎｏｗｌｅｄｇｅ               ｏｆ               ｔｈｅ               ｅｃｏｎｏｍｙ,               ｔｈｅ               ｒｅｌｅｖａｎｔ               ｉｎｄｕｓｔｒｙ,               ａｎｄ               ｔｈｅ               ｃｌｉｅｎｔ'ｓ               ｂｕｓｉｎｅｓｓ.

    Ａｕｄｉｔｏｒｓ               ｍｕｓｔ               ａｌｓｏ               ｂｅ               ｆａｍｉｌｉａｒ               ｗｉｔｈ               ａ               ｓｅｔ               ｏｆ               ｓｔａｎｄａｒｄｓ               ｃａｌｌｅｄ               ｇｅｎｅｒａｌｌｙ               ａｃｃｅｐｔｉｎｇ               ａｕｄｉｔｉｎｇ               ｓｔａｎｄａｒｄｓ               (ＧＡＡＳ)               ｉｎ               ｏｒｄｅｒ               ｔｏ               ｐｅｒｆｏｒｍ               ｔｈｅｉｒ               ｄｕｔｉｅｓ               ｃｏｒｒｅｃｔｌｙ.
                   Ｗｈａｔ               ｔｏ               Ｅｘｐｅｃｔ               Ｉｆ               Ｙｏｕｒ               Ｃｏｍｐａｎｙ               Ｉｓ               Ｇｏｉｎｇ               ｔｏ               Ｂｅ               Ａｕｄｉｔｅｄ
                   Ｉｆ               ｙｏｕ               ｗｏｒｋ               ｉｎ               ａ               ｃｏｍｐａｎｙ               ｔｈａｔ               ｉｓｓｕｅｓ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ,               ｙｏｕ               ｃａｎ               ｅｘｐｅｃｔ               ｔｈａｔ               ａｔ               ｓｏｍｅ               ｐｏｉｎｔ               ｄｕｒｉｎｇ               ｅａｃｈ               ｙｅａｒ,               ｙｏｕｒ               ｃｏｍｐａｎｙ               ｗｉｌｌ               ｂｅ               ａｕｄｉｔｅｄ.

    Ｔｈｅ               ａｕｄｉｔｏｒｓ               ｗｉｌｌ               ｕｓｕａｌｌｙ               ｓｐｅｎｄ               ａ               ｆｅｗ               ｄａｙｓ               ａｔ               ｙｏｕｒ               ｂｕｓｉｎｅｓｓ               ｒｅｖｉｅｗｉｎｇ               ｔｈｅ               ｃｏｍｐａｎｙ'ｓ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ,               ｉｎｔｅｒｎａｌ               ｃｏｎｔｒｏｌｓ,               ａｎｄ               ｓｕｐｐｏｒｔｉｎｇ               ｄｏｃｕｍｅｎｔａｔｉｏｎ.

    Ｔｈｅｙ               ｗｉｌｌ               ｐｒｏｂａｂｌｙ               ａｌｓｏ               ｍａｋｅ               ｉｎｑｕｉｒｉｅｓ               ｏｆ               ｖａｒｉｏｕｓ               ｃｏｍｐａｎｙ               ｅｍｐｌｏｙｅｅｓ               ａｎｄ               ｃｏｎｄｕｃｔ               ｎｕｍｅｒｏｕｓ               ｐｒｏｃｅｄｕｒｅｓ,               ａｌｌ               ａｉｍｅｄ               ａｔ               ａｃｈｉｅｖｉｎｇ               ｒｅａｓｏｎａｂｌｅ               ａｓｓｕｒａｎｃｅ               ｔｈａｔ               ｔｈｅｒｅ               ａｒｅ               ｎｏ               ｍａｔｅｒｉａｌ               ｍｉｓｓｔａｔｅｍｅｎｔｓ               ｉｎ               ｔｈｅ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ.

    Ｓｉｎｃｅ               ｅｘａｍｉｎｉｎｇ               ｅｖｅｒｙ               ｓｉｎｇｌｅ               ｃｌｉｅｎｔ               ｒｅｃｏｒｄｓ               ｗｏｕｌｄ               ｂｅ               ｔｏｏ               ｃｏｓｔｌｙ,               ａｕｄｉｔｏｒｓ               ｕｓｅ               ｍｅｔｈｏｄｓ               ｏｆ               ｓａｍｐｌｉｎｇ               ｔｈａｔ               ａｌｌｏｗ               ｔｈｅｍ               ｔｏ               ｔｅｓｔ               ｊｕｓｔ               ｓｏｍｅ               ｏｆ               ｔｈｅ               ｒｅｃｏｒｄｓ               ａｎｄ               ｄｅｔｅｒｍｉｎｅ               ｔｈｅ               ｐｒｏｂａｂｉｌｉｔｙ               ｔｈａｔ               ａｓ               ａ               ｗｈｏｌｅ               ｔｈｅｙ               ｖｅｒｉｆｙ               ｔｈｅ               ｆａｉｒｎｅｓｓ               ｏｆ               ｔｈｅ               ｆｉｎａｎｃｉａｌ               ｎｕｍｂｅｒｓ.
                   Ａｔ               ｔｈｅ               ｅｎｄ               ｏｆ               ｔｈｅ               ａｕｄｉｔ,               ｔｈｅ               ａｕｄｉｔｏｒｓ               ｗｉｌｌ               ｉｓｓｕｅ               ｗｈａｔ               ｉｓ               ｋｎｏｗｎ               ａｓ               ａｎ               ｏｐｉｎｉｏｎ               ａｓ               ｔｏ               ｔｈｅ               ｆａｉｒｎｅｓｓ               ｏｆ               ｔｈｅ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔ               ｐｒｅｓｅｎｔａｔｉｏｎ.

    Ａｓ               ｓｔａｔｅｄ               ｉｎ               ｔｈｅ               ａｕｄｉｔ               ｄｅｆｉｎｉｔｉｏｎ               ｉｎ               ｔｈｅ               ｏｐｅｎｉｎｇ               ｐａｒａｇｒａｐｈ,               ａｕｄｉｔｏｒｓ               ｍｕｓｔ               ｂｅ               ｉｎｄｅｐｅｎｄｅｎｔ               ｉｎ               ｔｈｅｉｒ               ａｓｓｅｓｓｍｅｎｔｓ               ｏｆ               ｔｈｅ               ｃｏｍｐａｎｙ'ｓ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ.

    Ｔｈｉｓ               ｉｓ               ａ               ｂａｌａｎｃｉｎｇ               ａｃｔ               ｏｆ               ｓｏｒｔｓ,               ｓｉｎｃｅ               ｔｈｅ               ａｕｄｉｔｏｒ               ｉｓ               ｂｅｉｎｇ               ｐａｉｄ               ｂｙ               ｔｈｅ               ｃｏｍｐａｎｙ               ｗｈｏｓｅ               ｒｅｃｏｒｄｓ               ｔｈｅｙ               ａｒｅ               ａｕｄｉｔｉｎｇ.

    Ｂｕｔ               ｉｆ               ａｎ               ａｕｄｉｔｏｒ               ｄｏｅｓ               ｎｏｔ               ｅｘｅｒｃｉｓｅ               ｉｎｄｅｐｅｎｄｅｎｃｅ               ｉｎ               ｒｅｖｉｅｗｉｎｇ               ｔｈｅｓｅ               ｒｅｃｏｒｄｓ,               ｔｈｅｙ               ｃａｎ               ｂｅ               ｓｕｅｄ               ｂｙ               ｔｈｅ               ｐａｒｔｉｅｓ               ｔｈａｔ               ｅｎｄ               ｕｐ               ｒｅｌｙｉｎｇ               ｏｎ               ｔｈｅ               ｃｏｍｐａｎｙ'ｓ               ｆｉｎａｎｃｉａｌ               ｓｔａｔｅｍｅｎｔｓ               ａｎｄ               ｓｕｆｆｅｒ               ｌｏｓｓｅｓ               ｄｕｅ               ｔｏ               ｔｈｅ               ａｕｄｉｔｏｒ'ｓ               ｎｅｇｌｉｇｅｎｃｅ.

    Ｍｏｓｔ               ＣＰＡｓ,               ｔｈｅｒｅｆｏｒｅ,               ｔａｋｅ               ｔｈｅｉｒ               ｒｅｓｐｏｎｓｉｂｉｌｉｔｙ               ｔｏ               ａｕｄｉｔ               ｖｅｒｙ               ｓｅｒｉｏｕｓｌｙ.
                   Ｍｏｒｅ               ｆｒｏｍ               ｔｈｉｓ               ｃｏｎｔｒｉｂｕｔｏｒ:               
                   5               ＬｉｎｋｅｄＩｎ               Ｔｉｐｓ               ｔｏ               Ｈｅｌｐ               Ｙｏｕ               Ｇｒｏｗ               Ｙｏｕｒ               Ｂｕｓｉｎｅｓｓ               
                   Ａ               Ｇｅｎｅｒａｌ               Ｌｅｄｇｅｒ               Ｔｕｔｏｒｉａｌ               
                   Ｕｎｄｅｒｓｔａｎｄｉｎｇ               Ｃａｐｉｔａｌ               Ｇａｉｎｓ               ｏｎ               ａ               Ｈｏｍｅ               Ｓａｌｅ






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