The emerging markets is not a recent story by any means, the early to mid 90's the South America and in particular Mexico were amongst the economies that were marketed most heavily. However, as we've already mentioned within this issue, the advances in technology and telecommunications means that globalisation is now becoming a reality.

The chances are that you already have an active role in the globalised economy. You only need to call your telephone or utilities provider to speak to a customer services rep in India or the Middle East, whether you are aware of it or not is another matter. Some companies go as far as training their staff to speak with a localised accent and keep them updated with local weather reports and TV shows to add that personal touch. Whether you think it's a good thing or not, one things for sure, its here to stay.

We have become a throw away society where we expect to be able to jog down to the shop and immediately buy anything we want. Services like Ebay have been built around our need to get rid of the "junk" that we only bought last year, to make room for our latest "essential items".

Our emphasis on quality has changed too, we often opt for cheaper less durable goods on the basis that we're going to want a new one in a year or so anyway. In fact, it's often cheaper to buy a new product than get the one you already have fixed. We have become the super consumer.

Emerging economies have become the ultimate supplier, offering goods and services at a fraction of the cost that can be sourced locally and for a fraction more, can include the quality (if you want it). In turn, these economies are benefiting from huge