Editorial by Masa Eto As globalization progresses, a wide variety of communication methods and tools are becoming available at marginal prices. This was unthinkable a decade ago. Fax, voice mail, internet, and email already have become part of our daily life, and new businesses are emerging that are based on these new technologies. Individuals now have a means of communication with the world, all they need is the will to do so. Border-less communications is now a part of the globalization process, and this trend is accelerating ...globalization cannot be discussed without it. We at A&D are determined to utilize this capability to the fullest extent, and our new web site is the beginning of it.

Another driving force behind globalization is the realization that the world is shrinking. Products can reach customers anywhere in the world faster and more cheaply each day. Further, new technology products discovered by one organization, can easily be resold to individuals at the other end of the world, once its functionality or its value is recognized. A company that succeeds in introducing a new technology product that grasps world attention gives birth to a global product.

As more global products are introduced, global standards become a key factor in sustaining their success. For some companies, global standards mean raising barriers to new comers, and for others, they mean new opportunities for growth. Today we have more standards to clarify just to stay in business, such as ISO Standards, CE Markings, U.S. Food and Drug Administration (FDA) approvals, European Medical Device Directive (MDD) approvals and Japanese Designated Manufacturer status. However, successful new technology products that reach the global marketplace first can also set the standards for products that follow.

Historically, A&D has taken advantage of this process by recognizing potential global products and introducing them to the global market first. We encourage our product managers, engineers and salesmen to contribute their innovative ideas about global products, for when they do, they move our organization and our associates ahead of the pack. At A&D, individuals who are innovative and have the ability to recognize ideas with global potential become leaders. These individuals are welcomed by the A&D group because they personify the spirit of A&D and our philosophy. Our continuing success will be determined not only by our ability to meet global standards, but to exceed them in terms of price, performance, ease of use and reliability.

The era of global products promotes change everywhere. As information technology accelerates, the globe shrinks even faster. Because of this competition becomes more severe. We must be innovative and ready for change, as global products always face the test of challenge.

As we begin to communicate with our customers through Marketing Up-Date Online, we are determined to live up to our philosophy of always providing ...Clearly a Better Value to everyone we serve.

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