Tag Archives: Business

The Wonderful World of Global Strategic Management

Statue of Ralph Waldo Emerson, full-length, se...

Statue of Ralph Waldo Emerson, full-length, seated, facing front (Photo credit: Wikipedia)

English: Engraving of American philosopher and...

English: Engraving of American philosopher and poet Ralph Waldo Emerson as seen in his later years. Scanned from Ralph Waldo Emerson by Oliver Wendell Holmes and Charles Dudley Warner. Published by Houghton Mifflin, 1885. (Photo credit: Wikipedia)

Strategic Aligment Cycle

Strategic Alignment Cycle (Photo credit: Wikipedia)

Strategic Management involves  the “Art of Winning.” If you want to win, you must embrace change with entrepreneurial passion to create a sustained competitive advantage. You are the master of your destiny! Your diligence will enhance your success in all of your future endeavors.

What is your end game? Ralph Waldo Emerson said “Commerce is a game of skill which many people play but which few play well.”

Watch these videos:


English: Ralph_Waldo_Emerson_1940_Issue-3c.jpg...

English: Ralph_Waldo_Emerson_1940_Issue-3c.jpg Category:Famous Americans Issues Category:Ralph Waldo Emerson (Photo credit: Wikipedia)




Look at my Pinterest Board for Strategic Management Concepts and infographics: http://www.pinterest.com/socialmediaevie/learn-about-strategic-management/

In my class, you will build an arsenal of Global Strategic Management skills that will help you win in life! You will optimize your personal value chain!

Components of the Value Chain http://www.pinterest.com/pin/237213105346949860/


The over-riding intent of topic is to help you become a more savvy participant in the game of commerce. This will prepare you for a successful management career. This is a big picture course; it cuts across the whole spectrum of business functions that you have studied in your previous coursework. You will synthesize what you have learned in prior classes to make fact-based decisions.

You must focus on the total enterprise: (1) the industry and the competitive environment (2) long run direction and strategy (3) resources and competitive capabilities and (4) prospects for success. You will seek strategic harmony; a blend of sound strategy formulation and effective strategy execution!


Marine Institute Ireland, Strategic_Planning_S...

Marine Institute Ireland, Strategic_Planning_Symbol (Photo credit: Wikipedia)

The skills that you build in class, will ultimately maximize the value of your personal and professional assets with a strategic plan that you will deploy.

Change Management

Change Management (Photo credit: larry_odebrecht)

First, you must analyze the Drivers of Change in the External Environment by conducting research using the following model:

Drivers of Change in the External Environment Mindmap: http://www.xmind.net/share/socialmediaevie/drivers-of-change-in-the-external-environment/ #xmind

Michael Porter’s Five-Forces: http://www.pinterest.com/pin/237213105346371411/

What is business level strategy? https://www.youtube.com/watch?v=V14kuqYEsxE&list=ULrJ2tmqRkiCM

Position yourself in the industry http://www.pinterest.com/pin/237213105346371408/

There are many topics that you need to master. Your Strategic Management Toolkit will be brimming with intellectual assets.

Here’s an overview of these Strategic Management Tools:

Strategy Toolkit Mindmap: http://www.xmind.net/share/socialmediaevie/strategy-tools-1/ #xmind

Using XMind for Mind Mapping

Using XMind for Mind Mapping (Photo credit: Wesley Fryer)

In order to win, you must maintain a positive digital reputation. You will build this with another toolkit. Here are the components of your Social Media toolkit:

Social MediaToolkit Mindmap: http://www.xmind.net/share/socialmediaevie/create-and-promote-a-wordpress-blog-1/ #xmind

Click on the “Follow me on Pinterest” You will find “Business Boards” that highlight some of the concepts that we cover in class: http://pinterest.com/socialmediaevie/

When you click on a pin, they generally take you to more in-depth information about the concept.

Here’s an outstanding Introduction to Strategy Video for you to watch:


Conduct a SWOT Analysis http://www.pinterest.com/pin/237213105343137805/

Create a Boston Consulting Group Matrix:http://youtu.be/vNoI3yOE-os

Start with a Mission:


Try this exercise:


Use this easy and humorous class-opener to craft a vision statement for any organization.  The point here is that its easy to come up with some blather of a vision statement, but it is meaningless if it not backed up by executives actions and widely shared and understood by all members the organization and its external stakeholders.



A) growing; leading; worldclass; premier; benchmark; first-mover


B) dynamic; innovative; creative; breathtaking; cost-effective; diverse; high-quality

C) products; services; people; products and services; people and services


D) thrill our shareholders; delight our customers; enrich our stakeholders’ lives


E) hyper-competitive; emerging; growing; attractive; thriving

F) business-solutions; health-solutions; consumer-solutions; financial-solutions; environmental-solutions


Set your objectives:




Market share


on-line presence/social media

favorable financial performance

manage debt appropriately

Enhance liquidity

more favorable brand image

maximize shareholder wealth

enhance customer satisfaction

behave in a socially responsible/ethical manner

Identify your strategies: Using the Ansoff Matrix




Select your entry mode:


Establish an organizational structure:

Apple $156,508,000,000 comes from: Macs, iPod, iPhone, Music Related, Peripherals, Software and Services


Steve Jobs talks about how Apple is structured: http://youtu.be/f60dheI4ARg

Richard Rumelt talks about business strategy:


Hard Rock Cafe strategy: http://www.youtube.com/watch?v=ZvF_lH9NRqM&list=PL4ED265C0A251C2EF&feature=share&index=6


[1] Adapted from Stewart, T. 1996. A refreshing change: Vision statements that make sense.  Fortune, 134: 6: 195-197.






Dr. EveAnn Lovero teaches Strategic Management and International Business at Lewis University. She writes Travel Guides at www.vino-con-vista.com

It's a Wonderful World (1939 film)

It’s a Wonderful World (1939 film) (Photo credit: Wikipedia)

International Marketing Overview

Diversification (marketing strategy)

Diversification (marketing strategy) (Photo credit: Wikipedia)

English: Graphics depicting foreign direct inv...

English: Graphics depicting foreign direct investment in Germany in 2007 (Photo credit: Wikipedia)

English: Sustainability brand development stra...

English: Sustainability brand development strategies (Photo credit: Wikipedia)

English: Porter Generic Strategies

English: Porter Generic Strategies (Photo credit: Wikipedia)

Common Sense Branding

Common Sense Branding (Photo credit: Intersection Consulting)

English: Sustainability Marketing follows six ...

English: Sustainability Marketing follows six key elements: socio-ecological problems, consumer behavior, sustainability marketing values and objectives, sustainability marketing strategies, sustainability marketing mix and sustainability marketing transformation. This picture is giving an overview about the interconnections of the six key elements (Photo credit: Wikipedia)

Marketing Map

Marketing Map (Photo credit: miss_rogue)

English: Figure 22: Pricing strategies matrix ...

English: Figure 22: Pricing strategies matrix (Source: www.marketingteacher.com). (Photo credit: Wikipedia)

English: Overview of green marketing activities

English: Overview of green marketing activities (Photo credit: Wikipedia)

International marketing involves: exporting, franchising, joint venture or full direct entry of a marketing organization into another country. This can be achieved by exporting a company’s product into another location, entry through a joint venture or strategic alliance with another firm in the target country, or foreign direct investment into the target country.

Deutsch: Zusammenhang zwischen Marketing-Mix, ...

Deutsch: Zusammenhang zwischen Marketing-Mix, 4 Ps, 4Cs und Marketing-Gleichung (Photo credit: Wikipedia)

The development of the marketing mix for that country must be determined. Some companies can use existing marketing strategies. This can be as easy as using existing marketing strategies and translating them into a foreign language. Conversely, marketing efforts may have to be tailored to suit the local market with customized product offerings, local production and pricing and customized distributions and packaging. Customized promotions, offers, websites, and social media strategies may have to be tailored to the specific market.

International marketing attempts to meet the needs of selected foreign countries that are considered attractive; to optimize firm learning and efficiency.

The firm does not need to export or enter all world markets to be considered an international marketer.Globalization and technology transform how products and services are marketed internationally. Cultural differences may require adaptation strategies over standardization strategies.

These are some of the concepts associated with international marketing:

1. Branding is central to the product’s perception. A strong brand name is a valuable asset in global markets. Brand names should not be offensive in foreign markets; they should be carefully researched.

2. Promotional strategies include: personal selling, advertising, public relations and direct marketing.

3. International Advertising across national boundaries is a sensitive issue. Companies can strive for consistency by standardizing the basic message and content.

4. Designing international distribution strategies is a trade-off between cost and the amount of required exposure. It can involve exclusive channels of intensive channels.

5. Pricing is influenced by production costs, purchasing power differences and fluctuating currency values.

New Marketing Strategy

New Marketing Strategy (Photo credit: Intersection Consulting)

6. Social Media builds social authority and helps a brand become more relevant. It may be used to disseminate information to a global audience instantaneously.

English: Individual Demand and Market Demand ف...

English: Individual Demand and Market Demand فارسی: تقاضای فردی و تقاضای بازار (Photo credit: Wikipedia)

A bond from the Dutch East India Company, dati...

A bond from the Dutch East India Company, dating from 7 November 1623, for the amount of 2,400 florins. (Photo credit: Wikipedia)

GDP real growth rate in Europe

GDP real growth rate in Europe (Photo credit: Wikipedia)

Quick St

Brand You: Enhance Your Digital Reputation with Social Media and Create a Website-Lesson #2

Social Media Landscape

Social Media Landscape (Photo credit: fredcavazza)

Image representing Social Media Networks as de...

Apple Dashboard Widget Icon

Image via Wikipedia

I love the World of Social Media; I find it intellectually stimulating. This semester, I will teach you how to enhance your digital reputation with a series of social media strategy lessons. I will show you how to create a website that will enhance “Brand You”.

These personal strategies will enhance your social media reputation and allow you to create a “Brand You.” Hopefully, this should help you get a better job.

The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Social Media allows your customers to know you on a personal level. Here’s an interesting video for you to watch  http://vimeo.com/46745200

Social Media gives you an opportunity to share engaging content and enhance your digital reputation. Social media, blogs and Twitter allows you to share your knowledge with a vast audience of savvy, inter-connected people. Build your digital reputation with online activities and high-quality content that you post.

Social Media activities can enhance your job opportunities. My students are getting job offers from LinkedIn because they are blogging and delivering credible, relevant, high-quality business content.

Eventually, you will join a passionate community of like-minded people with common interests. Sometimes, you will meet them in the real world at a networking event.

Infographic on how Social Media are being used...

Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

This semester, you will obtain an ISBN number and become published authors on Amazon.com. This activity will build brand awareness for your name.

We will continuously integrate Social Media strategies into this class throughout the semester. Eventually, you will build your own “Personal Brand” to promote your books and enhance your “Digital Reputation.

There are various platforms, applications and features that you will need to deploy to accomplish your social media goals. This process will optimize searches for your name using your “Vanity” URL. Mine is www.eveannlovero.com.

The website and all of your Social Media activities will become your professional “Window to the World.” Since your Facebook activities fall within the realm of Social Media, it is important for you to adjust your “Privacy Controls” on your Facebook Page so that only your friends have access to your personal activities. Furthermore, it is essential for you to post content that enhances your persona in the digital world.

Image representing Google as depicted in Crunc...

Image via CrunchBase

When you engage in Social Media activities and integrate social outreach activities into your Web SIte, these references generally show up with your “name” page on a Google Search. You want to control as many links to your name on the Internet as possible. You want all links to your name to represent your character in the most favorable light; think of this process as “Reputation Management.” You will use these Social Media Tools to enhance your digital reputation:

http://www.xmind.net/share/socialmediaevie/create-and-promote-a-wordpress-blog-1/ #xmind #SocialMedia

Your LinkedIn Profile is a good example of managing your digital reputation. When I type my name “Eveann Lovero” into Google’s Search Box, these are some of the items in the results:

You will create a similar “Digital Profile” when you start engaging in Social Media Strategies. Here’s how it works:

  1. The first step involves claiming your personal web domain. Your personal domain name is your identification label. When you claim your own name it is called a “Vanity” URL; mine is www.eveannlovero.com. It defines your realm of administrative autonomy, authority and control in the Internet. Go to www.BlueHost.com to register your personal domain name and then create an email account. I created eveannlovero@eveannlovero.com. I also have a Travel Website
  2. The second step involves setting up a www.WordPress.com website at www.simplescripts.com. Using my WordPress Dashboard, I selected the “Twenty Eleven” Theme. Here is a link to a Bluehost Video instructional video that will help you get started : https://my.bluehost.com/cgi/help/wordpress. Follow the directions and use the “Help” Center Button on the BlueHost web page and put in “set up WordPress”. Look at the Theme Options and select the one that you like best. You do not have to use “Twenty Eleven.” Use the WordPress “Support” button for clarification; it is very helpful.
  3. The third step involves creating an informative blog that your audience wants to read and share. Fill your blog with photos, videos and in-text links. Eventually, you can move data from Google Docs into your blog. Check out the interesting Google Docs Templates that are available to you, including the “Resume Template” and the “Project Management Template.”  Using templates will save time and dramatically enhance your blog posts.
  4. The fourth step involves signing up for a www.twitter.com account so that you can micro blog your blog posts and re-tweet other blog posts that you think are worthwhile to your followers. You want to target a specific audience with your posts, so I will show you how to optimize your Twitter Profile for SEO. I selected the Twitter user name “Social Media Evie” to enhance SEO. It is a good idea to use a Dashboard Widget to show your Tweets on your webpage. These issues will be addressed in more detail in a later posts.

Let’s begin our adventure by entering the wonderful world of WordPress. This is my first demonstration post for my students. I will blog every step of the process so that my students will not get frustrated or lose pertinent data. My students should print this checklist:

  1. Give your Website an interesting or provocative title. All of your blog posts will become SEO opportunities for you. The text in your posts will be analyzed by a program that you will install on your computer called Zemanta. Zemanta will also allow you to select from a designated list tags, categories and stock photos. I selected the Search Engine pie graph for my first post and then I changed it to the Apple Inc. Dashboard. This is very easy to do with Zemanta.
  2. http://www.youtube.com/watch?v=-6w8eIVq6l4 Watch this video to download zemanta as a Plug-in on your WordPress Site.
  3. Add a photo to your post through the Zemanta Feature and/or click on the photo icon button next to “Upload/Insert” to post a photo from your computer, gallery or media file.
  4. Select a photo from your computer and insert it into your post. Select the appropriate area using your cursor. You can add many photos to your post later.
  5. Add tags to the photo for SEO (Search Engine Optimization) purposes.
  6. Add a caption and click on “Update”.
  7. Look at the bottom of your post and add any “In-Text Links” that you like from the Zemanta text analysis. I inserted “SEO” and all the other highlighted terms in this post. This process allows me to turn my post into a mini-lesson; college professors love opportunities like this.
  8. Then add any relevant “Categories” and “Tags” that will enhance your SEO (Search Engine Optimization). This will improve the performance of your website in search engines like Google. Your goal is to optimize your place, prominence or rank within the search results. Hopefully, your Social Media efforts will allow you to be found on the first page of the “search engine’s results” page. Your SEO activities will allow you to target different types of searches, including image search, local search and video search. I like to incorporate images and embed videos into my blog posts when possible.
  9. Allow all tags that are relevant from the Zemanta search box by clicking on “Apply All” or select specific terms. I generally add a few extra terms for long tail searches.
  10. I will add “How to Create a WordPress Blog” in both categories.
  11. View your post and carefully “Edit” the text and then Publish your Post. Edit your spelling and grammar from the toolbar “ABC”. Correct errors before you publish your post.
  12. Monitor your “Dashboard” statistics to see if your Social Media Strategy is working.
  13. Go to your Dashboard and load “Widgets” under the “Appearance” Tab. I loaded the following widgets to my website:
  14. Custom Menu
  15. Pages
  16. RSS Feeds
  17. Jetpack
  18. Add RSS feeds to your site using widgets in the “Appearance” tab:

I added CNN Money: http://www.money.cnn.com and The Wall Street Journal: http://www.onlinewsj.com

GO to “Settings” and add a site title and a tagline.

Under “appearance” enable sharing bottons like Twitter and Facebook.

Go to Pages and add sub-categories like “Pinterest Boards” or “Travel Videos”


Graph of social media activities

Graph of social media activities (Photo credit: Wikipedia)

Dr. EveAnn Lovero teaches Strategic Management and International Business at Lewis University in Illinois. She writes a Travel Blog @ www.vinoconvistablog.wordpress.com and she writes books about Italy @ www.vino-con-vista.com




International Human Resource Staffing

Management of Complexity

Management of Complexity (Photo credit: michael.heiss)

English: Newly industrialized countries

English: Newly industrialized countries (Photo credit: Wikipedia)

English: Information_Resource_Management_Strategy

English: Information_Resource_Management_Strategy (Photo credit: Wikipedia)

Human resource management (HRM) is the process of staffing a company designed to maximize employee performance and productivity. Managers must engage in many activities including: recruiting, selecting, training, developing, evaluating, and compensating employees.

International HRM managers must consider differences in national business environments.

Expatriates are citizens of one country who are living and working in another country.

Culture is central to the discussion of how international companies manage their employees. Training and development programs and recruitment and selection practices must often be tailored to local practices.

English: Nr. of employees within the Swedish s...

English: Nr. of employees within the Swedish staffing agency business. Svenska: Antalet årsanställda inom bemanningsbranschen i Sverige. (Photo credit: Wikipedia)

There are three basic issues or approaches to consider when making decisions about international human resource staffing. Each approach has advantages as well as disadvantages.

Ethnocentric Staffing involves individuals from the home country managing operations abroad. This is attractive to companies that want control over decision making in foreign offices. Firms generally pursue this policy for top managerial posts in their international operations.

There are many advantages associated with Ethnocentric Staffing. There may be a shortage of locally qualified people. Companies frequently use ethnocentric staffing to re-create operations in the image of home-country operations. Expatriate managers infuse branch offices with the corporate culture. Companies that operate in highly nationalistic who are worried about industrial espionage prefer an ethnocentric approach.

There are also disadvantages of Ethnocentric Staffing.The Human Resource

Relocating managers from the home country is expensive; bonuses for relocating, plus relocation expenses for families, increase the cost of a manager. Home-country managers in the host country encourage a “foreign” image of the business; lower-level employees feel that managers do not understand their needs. Expatriate managers may not overcome cultural barriers.

Polycentric Staffing deploys individuals from the host country to manage operations abroad. This staffing policy is well-suited to companies that want to offer more autonomy in decision making to host-country managers. Large international companies conduct extensive training programs for host-country managers. They visit home offices for extended periods of time and are exposed to the company’s culture and business practices.

There are many advantages associated with Polycentric Staffing: managerial responsibility in the hands of people familiar with the local business environment who have a deep cultural understanding of the local market. This approach eliminates the high cost of relocating expatriate managers and families. This may not be the best approach for a firm pursuing a global strategy. There may be a lack of integration, knowledge sharing, and these factors could negatively affect performance.

Geocentric Staffing involves placing the best-qualified individuals, regardless of nationality, in charge of operations abroad. The local manager is from the host country, from the home country, or from a third country, depending on specific needs. Reserved for top-level managers. This approach develops global managers who have the ability to excel in any business environment. The main drawback is cost because there is high demand for people with these specialized skills and their short supply allows them to command huge salaries.


Knowledge Management Cafe

Knowledge Management Cafe (Photo credit: Emilie Ogez)



In conclusion, these are the basic forms of staffing international operations.

1. Ethnocentric Staffing: people from the home country manage operations abroad.

2. Polycentric Staffing: people from the host country manage operations abroad.

3. Geocentric Staffing: the best qualified individuals regardless of their origin, manage operations abroad.

Recruiting, selecting employees, training and compensation issues must be carefully considered internationally.


Infographics and Pinterest: Social Media Lesson #4

Vitruvian Man by Leonardo da Vinci, Galleria d...

Vitruvian Man by Leonardo da Vinci, Galleria dell’ Accademia, Venice (1485-90) (Photo credit: Wikipedia)

Information graphics or infographics are graphic visual representations of information, data or knowledge.

It is easy to create an infographic by generating a pie chart for your industry. Explain the industry revenue and the key participants. Explain the impact of the market share on the HHI and industry concentration Then post your blog to Twitter and LinkedIn.

These graphics present complex information quickly and clearly. These “Visual Representations” include: time-lines, a matrix or a Venn Diagram. They are well-suited to blog posts.

Infographics are a useful way to convey meaningful information. Leonardo da Vinci‘s Vitruvian Man is an outstanding representation of an Infographic. The drawing, which is in pen and ink on paper, depicts a male figure in two superimposed positions with his arms and legs apart and simultaneously inscribed in a circle and square. The drawing and text visually depict the concept of the Canon of Proportions or, less often, Proportions of Man.

Self-portrait of Leonardo da Vinci. Red chalk....

Self-portrait of Leonardo da Vinci. Red chalk. 33 × 21 cm. Turin, Royal Library (inv.no. 15571). NOTE This image is in red chalk. Do not revert to the black and white image. Deutsch: Kopf eines bärtigen Mannes, sog. Selbstbildnis. (Photo credit: Wikipedia)

Leonardo da Vinci  (April 15, 1452 – May 2, 1519) was an “Italian Renaissance  painter, sculptor, architect, musician, scientist, mathematician, engineer, inventor, anatomist, geologist, cartographer, botanist, and writer whose genius, perhaps more than that of any other figure, epitomized the Renaissance humanist ideal. Leonardo has often been described as the archetype of the Renaissance Man, a man of “unquenchable curiosity” and “feverishly inventive imagination.”


Leonardo (Photo credit: Arenamontanus)

Leonardo’s drawing represents the correlations of ideal human proportions with geometry described by the ancient Roman architect Vitruvius in De Architectura. Leonardo’s drawing is named in honor of the architect.

We are in a visual content revolution vortex! The  infographic craze and Pinterest, Facebook and Google+ are growing exponentially.

“By visualizing information, we turn it into a landscape that you can explore with your eyes, a sort of information map. And when you’re lost in information, an information map is kind of useful.” (David McCandless)

Check out his video about visual information:


Read these tips on how to optimize your images:  http://blog.hubspot.com/blog/tabid/6307/bid/32567/A-Marketer-s-Guide-to-Optimizing-Images-for-Google-Search.aspx#ixzz1tAiuGj2t

In business we use pie charts, bar graphs and stock charts to convey trends. Videos, Pinterest, Flickr, Slidesharing and Podcasts can all be useful infographics. We want to disseminate our information to the collective knowledge of our “digital cocktail” party crowd.

Great headlines and engaging content coupled with outstanding Infographics can help us with our efforts. In addition, insert some eye-catching pictures or graphics above the “Fold”. Timing the release of your post is also critical. I find that lunchtime posts are effective.

Here’s a list of useful infographics for you to incorporate into your Social Media Arsenal:

1. Slideshare is a great way to share high-quality content. Think about how we use BlackBoard in our course shells. You can use an embedded video Zipcast tool.

2. Short Videos like “The Fountains in Rome” series on my YouTube Channel provide an example of a powerful infographic tool that can drive traffic to your site.

3. Embed a YouTube video or “Food Truck” photo slide show into your post. This is a fun way to tell an interesting story or convey information.

4. Don’t forget the mind mapping concept we discussed in class. Download the www.xmind.net software. Incorporate a mind map into your post. You can search my mindmaps at “SocialMediaEvie” on the site.

Red Pinterest logo

Red Pinterest logo (Photo credit: Wikipedia)

5. Check out my Pinterest Boards by clicking on the button on my websites. Create your boards at www.pinterest.com. Give your boards an interesting title and place them in the proper category.

Pinterest is a social catalog service or virtual pinboard where you can categorize and share the things that you love. You can create a collection of pins for your board. I have added the widget to this site bar of this site with a link to the travel “Boards” that I have created. As a blogger, create pins or boards with a theme that is relevant to your content. Add a Pinterest share button to your site. I have created lessons for my students on Pinterest that link back to my website.

Watch this video to learn how to add Pinterest to your toolbar


More Pinterest info: http://wordpress.org/extend/plugins/pinterest-pin-it-button/

Pinterest widgets http://wordpress.org/search/pinterest

Check out this mindjet manager software: http://www.mindjet.com/products/mindmanager/

6. Add a “TinyMCE” button to your toolbar in your dashboard settings. This will allow you to enter tables into your posts.

7. You should consider installing and activating a plug-in called “Google Doc Embedder”.

Here’s the checklist that I distributed to the class. I have embedding the code using Google Docs and I am publishing this link to the Web. Anyone with the link, can use the document.


I changed the privacy settings under the “Share” button and I copied and pasted the “iframe” code into the blog post.

If I change the Privacy settings to Public this happens: https://docs.google.com/document/d/1Ei502Vr4M7Zfo4C7u3QFI7mDFbLwEf2x4IK-hIvg09s/edit?hl=en_US

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