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Spanish footballer Rodri Fernandez is one of those rare players for his humility and simple living. He studied business and economics at university while playing at Villa Real and stayed in dorm accomodation so as not to miss a class. He does not use social media as he says he does not need friends on the internet. He drove a second hand Vauxhall Corsa that he bought from an elderly lady, a car was simply a way to get from A to B. He enjoyed being with his class friends on the sofa.  It all speaks so much about Rodri and about Spanish football. 

See the Premier League's Oct 29, 2024 30 minute You Tube interview by British soccer player Frank Lampard of Rodri Fernandez, to see him up close and how he plays the game.

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Germany's leading candidate for chancellor Merz gets an exemption for Germany to EU Common European Asylum System (CEAS) asylum laws for National Security reasons. The goal is to tight Schengen border controls to keep out illegal migrants.  EU president Von der Leyen calls Merz action on CEAS  asylum laws "innovative solutions." Germany takes U turn on asylum law as public opinion shifts with a series of crimes committed by illegal migrants allowed to stay in Germany including car rampages through crowds on streets, most recently in Munich. A sense of fatigue in EU with illegal migrants and a desire for normalcy, the old way of life, and secure neighborhoods and urban spaces. It is now seen in CDU as Merkel's policy errors and failure of judgement in letting in a flood of illegal migration.

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Members of the U.S. Congress lead a lousy life with life split between the capital and their home state location, most are weekend dads or moms. This makes them less likely to grasp the issues of work-life balance and the issues of parenting faced by average working families or couples with both parents working, says this essay in Politico magazine. This is true also of understanding issues facing women and mothers. Hard to believe but this report points out that Congress in the U.S. does not have a family friendly leave policy and no restroom for women till 2011 on the floor of the House. Similar issues face women in Japan and other countries for women in parliament. Former Speaker Ryan says he is tired of being a "weekend Dad." Senator Biden, former vice president says of his commute from Delaware to Washington D.C., he realized that "a child has a thought he wants to share and 12-18 hours later its gone, gone, gone." ...

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Andy Grove makes this passionate plea for the dignity of workers in America in 2010. It is worth reading in 2020 what this founder of Intel Corp and pioneering spirit of Silicon Valley has to say. Andy Grove of Intel says there is something seriously wrong when the unemployment rate in the Bay Area is higher than the 9.7% national average for the USA. American companies have added jobs like crazy in Asia, but things are sputtering back home. Hon Hai has 800,000 employees and makes most of the electronic and computer products for American companies. Grove says startups are not the answer, unless they scale up and create jobs the way Intel did starting back in 1968, with a $3 million capital infusion by investors. The move from the first production model to mass production is critical, as companies hire thousands of people. Innovation and scaling up have to go together. He makes his point clearly by pointing out that Apple has 25,000 employees. For every Apple employee there are 10 employees in China working on Apple iMacs, iPods, iPhones. And he adds that the same 10 to 1 relationship applies to other U.S. tech companies. And here Grove asks the tough question by first posing an answer. He says it sounds like- no big deal, we keep the high paying jobs, we keep most of the profits, but what kind of society are we going to have with highly paid professional workers and lots of people unemployed? And he doesn't mention that there are a lot more young people unemployed. He says the US has become very inefficient at creating tech jobs, and it would be a great mistake not to act decisively early on. And adds that the investments in such areas as solar power and electric car batteries have to be made early on to maintain leadership in these areas. Grove faults academics like Alan Blinder and others who say loss of manufacturing jobs and whole industries was no big deal. The U.S. has forgotten the value of manufacturing jobs. He wants to see America focus on jobs and rebuild its industrial base. And less of transferring engineering knowhow and new technologies overseas, technology that can help bring innovation and scaling up of factories at home. In his view individual companies doing their own thing, in a misguided fashion that jobs don't matter, is not the answer to the situation we face. The industrial economies of Asia, China at the present day, have focussed on jobs and technology, and scaled up. Grove reminds readers of the situation in America in 1932, when jobless veterans demonstrating outside the White House in large numbers were dispersed by soldiers with live ammunition and fixed bayonets. This makes him shudder at the very thought of it, and brings back memories of his early years in Hungary, as a young man in 1956. Are we listening? ...

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The balloons detected over US airspace at 40,000 feet that stirred up tension are now seen as intended for surveillance over Guam and Hawaii and blown off course by winds into Alaska and then Montana. This report in the NYT says US State department officials told Chinese diplomats on Feb. 1 about the balloon - 24 hours later China's Foreign ministry officials told US diplomats at the US embassy privately that the balloon a harmless civilian machine had gone off course. On Friday Feb. 3 China issued a public statement expressing regret. What happened after wards showed a series of poor decisions by Chinese officials and the balloon's civilian run balloon company under contract with the PLA says the NYT.  At that point the balloon's operators tried to accelerate it out of American airspace before it was shot down over South Carolina. On Saturday NYT says China told the US this acceleration was intended to get it out of American airspace.This story may not be widely read or covered so that most of the people in the US may already believe that China had intentionally flown surveillance equipment over Montana and the continental US. The US flies hundreds of reconnaissance flights near the coast of China says one defense expert.  This NYT correction of the original story on the spy balloons did not get any front page coverage in the WSJ, BBC, The Guardian, DW.com, FR24, and the NYT story itself got only 5 comments, showing how important it is for governments and information communicators to get each story right. A similar situation of a lack of communication with poor decisions may have delayed a unified response to the covid pandemic in its earliest stages. It shows how gaps in perception and information can gradually affect a relationship which the US had once nurtured into a critical part of its supply chain manufacturing following wartime cooperation against the Japanese invasion, the civil war in China, and later the Korean,  Vietnam Wars during the Cold War.    ...

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US Supreme Court Justices fail to grasp the importance of education and education affordability in the rise of America as an industrialized nation in the last 150 years- from a largely agricultural rural country to an advanced industrial economy. Comments by Supreme Court Justices show this clearly. Justice Roberts compares a college education to starting a lawn business, failing to grasp the importance of education and it being affordable for all when he asked yesterday whether it made sense to forgive loans made out by students and not say ones made out to someone starting a lawn care business.  Astonishingly the same lack of awareness prevails among Justices appointed by Democrats. Justice Kagan said- "Congress passed a law that dealt with loan repayment for colleges, and they did not pass a law for loan repayment for lawn businesses. And so Congress made a choice, and it may have been the right choice or the wrong choice, but that's Congress's choice." Kagan shows a lack of conviction about the value of education for the US economy, and the serious crisis with the lack of affordability of education in America in America's ability to compete with China and the European Union, through her words. Reporting in the WSJ has shown in the past year- the lack of college enrollment for young men graduating from high school where lack of affordability makes a college education out of reach, and young men falling behind young women. This is a serious problem that America has not seen in its rise as an industrialized advanced nation. The pandemic has worsened this problem. Reporting also shows federal funding of education remains underutilized today because it is seen as burdening with debt. President Biden seeks to change this perception of education that is deindustrializing America and failing the country in its efforts to compete in the world. Justice Roberts and Justice Kagan have both failed the country.     ...

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This report in FR24 looks at the Ukraine war from a demographic perspective. The chaos in Russia after the collapse of Communism led to fewer births during the 1990's and there are fewer people born during this period who are now of child rearing age. This has led to a further effect on childbirths after the earlier decade when population declined to 143 million.  Mr. Putin has offered incentives for child birth, improved hospital care, and incentive payments to new parents. Yet the war can have its own effects of reducing the sense of economic well being and opportunity that drops the level of childbirths. This is already confirmed by statistics showing a decline in childbirths in the first quarter of 2022. The Russian government and Mr. Putin see that Russia's position in the world depends on its population. Mr. Putin may have wanted to make up for the population decline by integrating parts of Ukraine such as eastern and southern Ukraine into Russia, says this FR24 report. It also shows that other factors such as population decline may have played a part in the invasion. It is a miscalculation according to the Biden administration and also from the perspective of many Russians who see Ukraine as a brotherly people speaking the same language and sharing culture and traditions. Russia's occupation of Poland for 2 centuries since the 1750's, and the region of western Ukraine near the Polish border such as Lviv about 100 miles from the Polish border  with Polish influence and distrustful of Russia, have led to pro-EU sentiment in Ukraine. This played apart in splitting opinion in Ukraine about Russia leading to the conflict. With Putin going by historical ties with Ukraine from the foundation of the Russian state in Kviv in 1000, and today's geographical realities after 2 centuries of occupation of Poland and the desire for options to join the European Union of a younger generation of Ukrainians. ...

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India's Modi government is introducing a new plan to reduce rural poverty. It is implementing Universal Basic Income by depositing Rs 6000 or $84 directly to bank accounts of farmers with less than 5 acres. This helps 120 million poor farming families meet basic living needs in India, where rural poor often make less than a dollar a day. The cost of the program is $10.5 billion a year. The opposition Congress Party also has a plan for Guaranteed Minimum Income. India has national elections in May, and the government plan is also designed to fulfill promises of improving quality of living of Indians with the programs for Clean India, toilets and electricity for all Indians, bank accounts for all Indians, and series of other programs.  The advantage of the program as shown in a government paper in 2017 is that money goes directly to bank accounts avoiding corrupt middlemen or bureaucrats, and that it is possible in India to accomplish a lot by spending a relatively small amount to realize immense benefits. The Budget deficit for the year ending March 2019 will go up from 3.3% to 3.4%, and for year ending March 2020 go up from 3.1% to 3.4%- small increases relative to the immense difference in the lives of rural Indian families as a result. A series of programs for universal access to electricity, health care, toilets and clean sanitation, bank accounts and basic income, are designed to bring forth a New India different from the past. These programs are being implemented or put forward in the first term, with the Modi government looking for voter approval to push forward further development in a second term. The government paper on UBI in 2017 showed that in a country like India a small amount goes a long way in reducing poverty. By providing income of just above $100 a year to around 75%  of Indians, poverty can be cut from 15% to 1%. The paper shows cost at 5% of GDP which can be partially offset by reducing other government  subsidies. ...

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Under Mette Frederiksen immigration which reached 21,000 in 2015 was down to a little over 1000 a year. She is a strong fighter for workers and families and labor rights and yet tough on illegal immigration. She has been proven right about this as Britain and the US under Biden are seeing illegal immigration as a threat to workers and labour, are seeing the risks of distraction from illegal immigration doing a serious disservice to workers and families by making it hard to fight for workers and families on wages, cost of living and other issues.  Even with a strong record of fighting for workers and families, Frederiksen was one of the first European leaders to see the dangers of illegal immigration to society. It gave parts of the political spectrum that had no interest all along in workers and families doing well, an issue to run on that would come to cause grave harm to workers and families. This turned out to be the error of Angela Merkel a CDU leader brought up in Communist East Germany, who had no idea of the risks of her approach for open immigration. As Merkel let this chapter unfold it created fissures in Europe, with Tories and Nigel Farage taking Britain out of the EU and laying waste to its economy for 5 years till Labour's Starmer adopted a tough immigration policy and became prime minister in 2024. That danger then spread to the US in 2016 which also suffered as Republicans and Trump did the same in the US around rhetoric but without serious action on immigration till the Lankford- Biden legislation.  That bill would have closed the border with Mexico and ended immigration as an issue forever if passed into law in December 2023, as Senator Lankford says would have happened. Ending immigration as an issue forever alongside foreign wars as an issue, so that a concentrated effort could be made on improving badly damaged lives of workers and families. And on rebuilding badly damaged manufacturing in the US, rebuilding collapsing infrastructure, and competing with better education and healthcare with the large Asian countries China, Japan/ South Korea, India. ...

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The WSJ is still calling the president's stop fentanyl flows tariffs on CMC Canada Mexico and China economic tariffs in this editorial board opinion. It is incomprehensible that little or no mention is made in most of the media of the magnitude of injury to the US, the 490,000 deaths in America over 12 years as the result of Canada, Mexico and China not taking the needed action to stop fentanyl flows into the US. There is also the added factor of lack of a level playing field in trade which has resulted in the same communities in many cases having suffered from in the case of China loss of 25 million jobs over the last 10 years and loss of $250 billion in infrastructure and public services for schools, libraries, childcare, and health care clinics that were lost from losses in taxes for local communities in the US. This has decimated life in these communities and in small towns across America.  In the case of Mexico the illegal migrant flows that were not stopped at the border have put an added burden on already underfunded and strained public services in local communities in the US. This is the reason for much of the frustration and anger that has built up over time in these communities with the response from the DJT administration to find solutions. CMC countries could have taken action on their own, yet the US had waited too long for this action. Reciprocal in reciprocal tariffs is about fairness, a level playing field, something that China had agreed to in the spirit of the WTO entry in 1994 and American desire to aid China industrialize build a modern economy. Instead US business was coopted by China during the industrialization process 1995-2010, 2010-2020, including in the first term of the DJT administration even when tariffs were imposed. This happened with transfer of technologies happening late into the first term of the DJT administration 2016-2020, which has led to a much of the pent up frustration and action in the first 100 days of DJT in 2025.  ...

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A brief history of the US presence in Greenland and US-Denmark relations in Le Monde. On a map Greenland is located closest to Canada on the Smith Sound with the American base of Thule nearby. Next closest is Iceland. Norway and Denmark are further away. Around 1814 when Britain invaded and occupied Denmark in the Napoleonic Wars, Norway which was part of Denmark since 1400 was given to Sweden by Treaty of Kiel. Greenland, Faroe and Iceland were Norwegian dependencies. All three were kept by Denmark.  Icelanders set up small settlements on shores of Greenland in the 10th century which did not survive. Other parts of the island's shore were visited by the Dutch who came into conflict with the Danes after 1500. No country could claim ownership of Greenland as because of the harsh climate there very few settlements survived except of the native Inuit people population of 14,000 by 1900 who lived there. In 2025 about 56,000 Inuit live on Greenland. Robert Peary explored the vast Greenland region for the US Navy on on many trips from 1894 to 1909. With his ship The Roosevelt he reached a point about 100 kilometres from the North Pole in 1909. This is part of the US history on Greenland. Denmark signed documents asking for US protection of Greenland after Denmark was occupied by Nazi Germany in 1941. The Danish ambassador in Washington signed an agreement with Cordell Hull US Secretary of State making Greenland a protectorate of the US. The US set up military bases in Greenland. Today the US base in Thule is 1220 miles north of the Arctic Circle. It has a giant radar capable of detecting ballistic missile attack and a control center of the US military satellite network. At one time 10,000 soldiers were stationed at Thule base, today about 150 soldiers are in Thule. ...

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In the next 15 years approximately India will have a higher percentage of working age population to non-working age population than China, based on information from the UN and Morgan Stanley. The number of people over 64 and under 15 has declined from 69% to 56% in 2010, according to UN figures. By 2020 the working age population will increase by 136 million in India, compared to 23 million in China. From this it can be seen that a huge demographic change is playing out. As China's economy matures and with the one-child policy in place, China's working age population is expected to decline; just as India's working age population picks up. This should give India momentum in the next 15-20 years, and lead to an increasing growth rate in India, just as China's growth rate slows. India's weak areas are infrastructure, and education. Infrastructure development will accelerate nevertheless, with larger private investments and participation in projects; and India will move up the experience curve as more projects are completed. Education for the poorer classes and in public schools will remain a problem. Private schools are making up for the weakness in this area, and private schools now make up 20% of attendance even in the rural areas according to one estimate. The strong points are democratic structures and the rule of law, private enterprise and private companies, English speaking middle class, and smart initiatives by business to develop low cost products that are affordable for all segments of sciety in India. For instance a $35 laptop developed by the IIT and Indian Institute of Science researchers, and Tata Chemicals development of a filter for 30 rupees or 65 cents that would filter water for a month for a family of five. This will bring the benefits of development to all segments of society as development progresses, and is crucial for balanced development in the poorer parts of Asia. Tata Motors 1 lakh ruppees car concept and the Tata Nano as its tangible product, is another verson of this kind of development being pioneered in India. Being a democratic country makes some processes slower, yet at the same time the private initiative enabled by democratic processes -cultivated over a long period from British times -enables a creative sort of development that could be turned into a distinct advantage....

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The Dow Jones Average stock index drops by 800 points on August 14, 2019 with the ratcheting up of tensions in Hong Kong over autonomy protests, and the ongoing trade U.S. China trade dispute with more tariffs in September. Weak economic data from Europe exacerbated the situation. 

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According to researchers at AARP and the Economic Policy Institute women over 50 years have a harder time than men of the same age in finding good jobs since the 2008 financial crisis. Older women who were laid off have a very hard time finding employment and steady jobs, as this report by Patricia Cohen in the NYT shows. Age, lack of internet skills, shifting networks, caregiving responsibilities and time off taken to care for children, all have worked against older women over 50 years. A study by the Federal Reserve Bank of St Louis shows that compared to 2006-2007 before the financial crisis hit when about a quarter of the unemployed for women over 50 years were unemployed over 6 months, by 2012-2013 the jobless women for more than 6 months had gone up to about half of the unemployed women in this age group.

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Michael Boskin, Professor of Economics at Stanford University, and chairman of the Council of Economic Advisors during the Presidenc of George H.W. Bush writes about Obama's economic policies, what looks good and what might fail. He thinks the paln for toxic assets is one that might expose the USA to the risks of a Japanese style lost decade. He doesn't like the idea of the Fed as asystemic risk regulator. He thinks the health care bill should level the tax subsidy playing field so individuals can purchase low-cost, high deductible, catastrophic insurance. And he sees abetter alternative to the climate change bill in a broad based transparent carbon tax, and energy efficiency intitiatives. He sees the tax hikes proposed by Democrats in California driving marginal rates on earnings to among the world's highest at 57%. He calls for a rethinking of many aspects of Obama's economic plan.

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Britain's National Health Service IT initiative failed because of a top down emphasis and focus on procurement. The project was started by Labor in 2002 and budgeted for 12 billion pounds. Lohr talks with Dr. David Brailer, and Dr. David Blumenthal, who headed the program for health IT in the Bush and Obama administrations, and with Richard Alvarez of Canada Health Infoway, which is the nonprofit corporation setup for conversion to electronic health records in Canada. Dr Brailer says the program in the UK was forced top down on doctors and nurses, and seen as a procurement program, ignoring the human aspects related to doctor preferences. Dr. Blumenthal empasized the need for collaborative effort all the way with doctors and nurses in a program of this kind. The confrontation that resulted from the lack of participation by health care professionals led to failure. Britain's new Cameron government ended the program.

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In Spain regional governments finance the costs of education, health care, more than elsewhere in Europe. Analysts in Spain say the spending went out of control during the boom years of the last decade. Governments from Catalonia, Valencia to Andalusia spent lavishly in these years on everything from stadiums to theme parks and hired many public employees. Regional revenues have gone down by 9% in the last 2 years and local governments in Spain are now trying to raise $57 billon in the debt markets, more than any other local governments in Europe, except for Germany. And regional governments like the government in Catalonia are paying 3.3%, one percentage point above what the Spanish government is paying. Spain's local governments have $200 billion in debt, and more spending cuts are expected as tax revenues continue to fall short. Spain's economy is expected to decline by 0.3% in 2010.

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Younger next generation franchisees now account for 30% of total McDonald's franchisees, reaching 37% in five years, according to McDonald's. This brings new ideas from the younger franchisees. Some of the ideas compete with older notions of fathers, other ideas have to win the approval of McDonald's management. Management at McDonald's implements ideas that it sees as acceptable for all 14,000 restaurants. Local changes such as including book activities for children and sponsoring community events were tried at one franchise in Tolleson, Arizona, and then adopted by 220 restaurants in Arizona. A similiar situation happened at Subway where local franchisees in California tried new ideas in pricing. Ideas implemented throughout the franchises which originated from young next generation franchisees were the use of credit cards which has increased sales, ordering system which uses pictures which reduces wait times, free Wi-Fi, and Angus burgers.

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Obama would change the personal bankruptcy laws to protect homeowners and enable them to keep their homes during insolvency. Those who have suffered from catastrophic illness and medical bills, the elderly would benefit, which essentially would waive onerous bureaucratic steps required to file personal bankruptcy and establish a financial floor, aminimum national homestead level for homeowners, pegged to the region's median value, which would prevent creditors from attaching assets for non-payment. Under his proposal there would be a 120 day moratorium on bad credit reporting and waive requirements such as mandatory credit counseling for people who filed for bankruptcy as a result of a catastrophic illness. About half of the roughly 500,000 personal bankruptcies filed last year were the result of an uninsured, catastrophic illness. Obama opposed the last revamp of bankruptcy laws in 2005 which favored the credit card industry and the banking industry.

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How the extended family acts as a lifeline in Spain. High unemployment does not cause homelessness and social distress becuase of the family as an additional support and safety net. Lower mobility also helps as people live near their extended families. Few people end up on the street because of this as unemployment hits 17% a year. Other things to note: the safety net of government benefits is much stronger in Europe. Also the older workers with steady jobs are less affected, as immigrants take the brunt of the high unemployment in Spain. And in France it is the younger workers and the people in temp jobs who are more affected, to some extent true also for Spain. So these countries are holding up better. In the USA President Obama's stimulus measures are picking up some of this, and the universal coverage health care plan should add additional benefits by 2010.

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The number of people working lesss than 35 hours per week is approaching 7 million according to the Bureau of Labor Statistics. Many of these families are seeing furloughs of afew days amonth, pay cuts and shorter working hours. All this means buying at the discount store, like this family which keeps careful track of account balances while shopping, and keeping a meticulous track of purchases tossed into the shopping cart with a calculator so as not to go over the budget. This may be the reason companies like P&G have introduced affordable lower end brands, so as not to permanently lose these customers to store brands. See the link to P&G's discount brand strategy, which couples with its developing super premium brands at the same time, yet barely eking out a 1-2 % revenue gain in 2009 and 2010 by its estimates.

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Eco-power washes for engines developed by Pratt and Whitney, a manufacturer of jet engines, is aservice that costs $3000 to $5000 per wash. It helps take the dirt and sludge off the engines that accumulates after ears of flying. The caked on grime from the inside of the engine can reduce fuel consumption by 1.2%, which adds up over time. Pratt estimates that if the entire industry used this service $1 billion in fuel costs could be saved and emissions of carbon dioxide reduced by 3.2 billion pounds. There is additional savings in maintenance as the engines run cooler when cleaned, and airlines can avoid costly overhauls for as long as 18 additional months. Wasdhing takes 90 minutes, is clean and pays for itself in weeks. Southwest started its program in April and by late May 2008 had done 248 washes. It estimates savings from these washes at $1.6 million.

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Views of Paulson, Summers, Rubin, Murray in a discussion about the long term finances , the stimulus, tax cuts, Lehman's collapse, at the CEO Council in November organized by WSJ. Summers put it this way "we are going to need some impetus to the economy for two to three years." Summers points to demand based stimulus as key and only middle class tax cuts helpful for demand based rebounding the economy. But with all the needs, to help financial institutions, health care coverage for 50 million uninsured, education, energy, he does not see tax cuts as the biggest priority. Summers also sees the net cost of aid to financial institutions as the right number, as investments in the finance sector should be seen as assets even if one has overpaid for a house one is living in, as compared to spending on a vacation which is money thats gone.

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How information generated by Tesco's Clubcards can be used through rigorous information collection, analysis of mounds of data by computers based on a clear structure for the information and what they are looking for. And how the information insights can be used to quickly take action in what to stock and who to target with what is stocked through direct mail and coupons. Tesco uses information about what interests customers, who they are, for example: child care providing fathers who might want the beer as well as the baby stuff, South Asians in immigrant heavy communities in the U.K. tracking what they buy, and don't buy and where. 1. This information driven strategy of Tesco has been copied by other retailers. P&G, Coca Cola, Kimberly Clark and other consumer product companies buy analyses based on Tesco data. 2. This strategy has helped Tesco battle Walmart overseas. Walmart failed in the S. Korean market after 8 years selling its 16 outlets to a local competitor, while Tesco has 39 stores in S. Korea that are doing well. Tesco is also doing well in Central Europe where Walmart intends to open stores. In the UK which accounts for 45% of Walmart's international sales and 10% of its overall sales, Walmart's share of the British market is 16% for groceries compared to 31% for Tesco. Walmart entered the British market in 1999 through the acquisition of the Asda chain of stores. Tesco is growing and doing much better than Walmart in the UK. 3. Tesco's Clubcard based information driven strategy- 3-1. Uses a outside provider that is excellent in its field, can pioneer techniques that will work with Tesco strategy, and has the energy and dedication. Tesco uses Dunnhumby, a husband-wife consultancy that also works with Kroger in the US running its loyalty card program and analyzing customer data. The research firm is now majority owned by Tesco. 3-2 How it works. Each week Dunnhumby receives data on 15 million shopping baskets. Each product is scored on 50 dimensions such as price and the size of the package. The computer looks for customers whose shopping baskets have similiar combinations of scores. Dunnhumby has made 6 segments for Tesco. Finer Foods segment is made up of affluent time strapped customers who go upscale and Traditional segment comprises homemakers who buy ingredients to cook meals from scratch. 3-3 The clubcard works as follows. Introduced in 1995 by Mr Leahy, now CEO, the application asks for information about dietary preferences, size of household, ages of children . The plastic a card in the mail gives customers a point for every pound they spend after they reach $280. Each point is a penny off future purchases and it also can be converted into miles in frequentflier programs In addition large spenders get discount coupons every 3 months on particular products keyed to their buying profile in the database. Quarterly coupon package from Tesco would include 3 coupons for stuff they regularly buy and 3 for stuff Tesco would like them to try. While only 1-2% of coupons ever get redeemed about 15-20% of Tesco coupons get redeemed. The package also includes vouchers through which members can redeem points. $300 of purchases would generate a voucher for $3.00 off any purchase. Karen Masek, an actor and mother of two in London, says Tesco's mailings reflect her preference for fresh produce, environment-friendly cleaning products and organic meat. She says Tesco knows her buying habits and never sends anything that is way off the mark. 3-4 The way Tesco battled successfully with Walmart: Tesco searched its database and identified shoppers who buy the cheapest items available. About 300 items were identified for price conscious customers. Tesco lowered prices on these items such as Tesco Value Brand margarine so that these buyers would not defect to Walmart. 3-5 Examples of how the computer data is used. 1n 2001 Kimberly Clark introduced a premium version of its Andrex toilet paper in the UK infused with aloe vera. Through the Clubcard research data one could track who was buying this toilet paper and how consistently, and later tracked what other products these buyers were buying so that they could be targeted with incentives. It was found that they bought skincare products so Kimberly Clark sent direct mail to 500,000 customers offering free beauty treatments for purchasing the toilet paper twice....