A Discussion of Globalization Theories - Through International Consumer Perceptions

Globalization has developed more and more within the business world as well as private life during the last decades. Globalization has influenced the way companies are conducting business and their approach towards the consumers which can have an influence on their way of purchasing. Consumers nowadays have more than ever the possibility to get involved and gather experiences from abroad, as well as companies are taking advantage of this globalization. Within this thesis the following question will be discussed: Do consumers see the value companies try to create for them with an identical offer the same way in different markets? This idea is based on Theodore Levitt’s theory of globalization which comprises standardization of an offer since consumer needs are homogenizing globally. Douglas & Wind instead state that segmentation with adaptations is necessary to fulfill all consumer needs. Within this elaboration the question whether standardization is accepted and liked by the consumers is discussed and analyzed by including an empirical research. This research is based on Zeithaml’s model of the Perceived Quality Components, which was the fundamental base behind formulating the survey questions. These were submitted in Germany, the Republic of Ireland and Sweden to be able to discuss and visualize how the consumers of these different markets perceive different aspects of a company’s offer. One particular company, which is seen as doing business globally, was chosen as a test object. Based on the test object Lidl - which consumers were questioned about in the survey - it was possible to conduct a comparison of consumers’ general expectations against components of Lidl’s offer such as price, weekly specials, product range, etc. where differences and similarities between the three countries of Lidl’s fulfillment of these expectations were achieved. They were analyzed to discover to which extent globalization is present. Resulting from the comparison it was concluded that nowadays segmentation is important but developing with time globalization seems to increase in significance. Recommendations for further research about topics which were omitted due to limited resources are presented.

Evaluation of Red Colour Segmentation Algorithms in Traffic Signs Detection

Colour segmentation is the most commonly used method in road signs detection. Road sign contains several basic colours such as red, yellow, blue and white which depends on countries.The objective of this thesis is to do an evaluation of the four colour segmentation algorithms. Dynamic Threshold Algorithm, A Modification of de la Escalera’s Algorithm, the Fuzzy Colour Segmentation Algorithm and Shadow and Highlight Invariant Algorithm. The processing time and segmentation success rate as criteria are used to compare the performance of the four algorithms. And red colour is selected as the target colour to complete the comparison. All the testing images are selected from the Traffic Signs Database of Dalarna University [1] randomly according to the category. These road sign images are taken from a digital camera mounted in a moving car in Sweden.Experiments show that the Fuzzy Colour Segmentation Algorithm and Shadow and Highlight Invariant Algorithm are more accurate and stable to detect red colour of road signs. And the method could also be used in other colours analysis research. The yellow colour which is chosen to evaluate the performance of the four algorithms can reference Master Thesis of Yumei Liu.

Printing colour hard proofs using EFI Colorproof XF v. 3.1 and Photoshop CS3, and production substrates.

EFI Colorproof XF was found to be more convenient from a user’s aspect, and had features which are covered in the ISO 12647-7 standard (e.g. the ability to simulate screening and print margin information), which Photoshop CS3 lacked. None of the proofing systems distinguished itself in a clear way from the other; sometimes, on certain substrates, Photoshop CS3 produced most accurate colours, sometimes EFI Colorproof XF did. Further investigations need to be carried out to tell more exactly which system produce most accurate colours. Only 6 out of 34 simulation-combinations had colours within the tolerances in the standard. The result also shows that the production substrates should not be used as proofing substrates. Instead the proofing papers especially made for ink jet should be used to obtain more colour-accurate prints.