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ACCENTURE:管理咨询经典(英文PPT59页.pptx

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Lecture–ManagementConsulting:AnIntroductionJürgenZech2021/9/291©AndersenConsulting2000 AGENDAIntroduction/ExpectationsExampleconsultantcompanyConsulting:Nature,Trends,CareersSelectedMethods(frameworks)Research(somebasics)Graphics(fromdatatochart)2021/9/292 AGENDAIntroduction/ExpectationsExampleconsultantcompanyConsulting:Nature,Trends,CareersSelectedMethods(frameworks)Research(somebasics)Graphics(fromdatatochart)2021/9/293 OurMission:Helpingourclientscreatetheirfuture.ACCENTURE:MISSIONANDVISIONOurVision:Tobecomeoneoftheworld"sleadingcompanies,bringinginnovationstoimprovethewaytheworldworksandlives.2021/9/294 OneGlobalFirm–Acttoenhancethecollectivevaluesoftheglobalpartnership,whilesustaininglocalculture.Stewardship–Thinkfutureoriented;actandinvesttobuildastrongerfirmfortomorrow.Integrity–Actwithopennessandhonesty.Always.RespectfortheIndividual–Treateachpersonaswewouldliketobetreated.QualityClientService–Understandandmeetclientexpectations100percentofthetime.BestPeople–Arehighlycompetentandmakeacommitmenttoexcellence,teamwork,andthesuccessofourclients.ACCENTURE:COREVALUES2021/9/295 1989AndersenConsultingbecomesaseparatebusinessunitfromArthurAndersen$1.6billion21,400employees1991Horizon2000Initiativetodevelopmissionandstrategicplan$2.3billion25,000personnel1993AndersenConsultingissuesitsfirstannualreport$2.9billion27,000employees1997AndersenConsultingcreatesaglobalnetworkofcommunications-focusedsolutioncentersinanefforttosetthestandardforspeedandqualityofperformance$6.6.Billion53,000employees1998$8.3billion65,000employees2000JoeForehandbecomesManagingPartnerandintroducesthe100DayPlanAndersenConsultingwinsarbitrationagainstArthurAndersen01.01.01Accenture,formerlyknownasAndersenConsultingACCENTURE:IMPORTANTMILESTONES2021/9/296 ACCENTUREGLOBALLYEmployees:over65,000Countries:48Revenue‘99:8,9BillionUSDClients:ThevastmajorityofFortune30mostprofitableglobalpubliccompaniesNearly75%ofFortune200globalcompanies100ofthemostsignificant“IndustryStandard”Internetcompanies2021/9/297 ACCENTURE:DEVELOPMENTOFREVENUES(U.S.Billions)1993$2,8761994$3,4521995$4,2241996$5,3021997$6,6471998$8,32021/9/298 ACCENTURE:GLOBALPERSONNELGROWTH199753,426199644,801199538,027199432,711199865,1342021/9/299 AmericasEMEAIAsia/ PacificHamburgFrankfurtMünchenDüsseldorfBerlinWienZürichASG– Austria,Switzerland, GermanyACCENTUREINASG2,750Employees7OfficesRevenues:1,24Mrd.DM2021/9/2910 GlobalCompetitiveOverviewStrategyDigitalEquipmentMcKinseyAndersenConsultingOrganizationProcessesInformation TechnologyBusinessProcessManagement(Outsourcing)CapGeminiSogetiUNISYSIBMComputerSciencesEDSBostonConsultingBoozAllen2021/9/2911 ACCENTURE:MARKETUNITSFinancialServicesBankingHealthServicesInsuranceProductsAutomotive,IndustrialEquipment,Travel&TransportationConsumer&PharmaceuticalProductsRetailCommunications&HighTechCommunicationsElectronics&HighTechMedia&EntertainmentResourcesChemicalsEnergy&NaturalResourcesUtilitiesGovernment2021/9/2912 ACCENTURE:SAMPLECLIENTLIST2021/9/2913 AGENDAIntroduction/ExpectationsExampleconsultantcompanyConsulting:Nature,Trends,CareersSelectedMethods(frameworks)Research(somebasics)Graphics(fromdatatochart)2021/9/2914 NATURE,TRENDS,CAREERSNatureandpurposeofconsultingRecenttrendsandcurrentchallengesStaffandcareerpathsinconsulting2021/9/2915 NATUREANDPURPOSEOFCONSULTINGNatureandPurposeofConsultingDefinitionof„Consulting“BrieflookintohistoryDifferenttypesofconsultingConsultingmarketoverviewConsultant:ProfessiondescriptionConsultingstrategiesShortoverviewovertheconsultingprocessReasonsforclientstohireexternalconsultantsGuidelinesfortheclient-consultantrelationship2021/9/2916 DEFINITIONOFCONSULTINGDefinitionofConsulting„Togiveexpertadviceorprovideexpertcounsel.“(IKS)„Consultingprovidesvaluebydiagnosing,strategizing,designing,constructing,integrating,operating,orimplementingsolutions.Consultingutilizesrelevantknowledge,basedonintegrityandobjectivity,inbothexpertandadvisoryroles.“(ConsultingServicesTeam)„Consultingiswhateveraconsultantdoes."(CambridgeComputerServices)2021/9/2917 CONSULTINGHISTORY(1/2)Brieflookintohistory1532Macchiavelli‘s„IlPrincipe“1886Foundationofthe„analyticaltestlab“byArthurD.Little1895„Apieceratesystem“byF.Taylor1909FoundationofArthurD.Little,Inc.1911„Theprinciplesofscientificmanagement“byF.Taylor1911„MotionStudy“byF.Gilbreth1912„ConsultingFirms“byF.Gilbreth1914E.BoozsetsupBusinessResearchServices1925J.O.McKinseystartshisConsultingfirm1934Urwick,Orr&Partners:Managementistlehr-undlernbar1939PeterDrucker„Theendofeconomicman“1947FoundationoftheTravistockInstitute2021/9/2918 CONSULTINGHISTORY(2/2)Brieflookintohistory1949RobertWiener„Cybernetics“1950MarvinBowerbecomesCEOofMcKinseyandstartswiththeexpansion1951FirstDeming-AvardforQualityinJapan1954FoundationoftheBDU1954PeterDrucker:„Thepractiseofmanagement“1957Argyris:„PersonalityandOrganization“1959Herzberg,Mausner,Snyderman:„Themotivationtowork“1960McGregor:„Thehumansideofenterprise“,Maslow:„MotivationandPersonality“1963FoundationofBostonConsultingGroup1965FoundationofthefirsttwoBusinessUniversitiesinGreatBritain2021/9/2919 EVOLUTIONOFCONSULTINGFOCUS198019851990199520002005QualityManagementLeanManagementRe-engineeringERPprojectsWebTechnologyE-CommerceCRMM-CommerceStrategy2021/9/2920 TYPESOFCONSULTINGDifferenttypesofmanagementconsultingStrategyAdviceandcounselaboutcorporate-levelorbusiness-unitstrategiesOperationsManagementFiguringouthowtoimprovetheefficiencyorproductivityofhowabusinessworksHumanResourcesCompensationandbenefitsadvice,attracting,motivating,andretaininghighqualityemployeesInformationTechnologyDesign,implement,testandroll-outnewITorinstallandoperatemassivepackagedsoftware"solutions“.2021/9/2921 WorldwideProfessionalServicesMarket$billionsSource:Dataquest$250$475$45$85$25$5$0$100$200$300$400$500$600199019992003STRATEGYVS.IT-CONSULTING18%annualgrowthPureStrategyIT-relatedService2021/9/2922 GERMANCONSULTINGMARKETOVERVIEWGermanConsultingmarketoverview1998:62.500Management-,Personnel-andIT-Consultants(BDUe.V.)13.200ConsultingCompaniesTotalrevenues:18,8bn.DM(BDUe.V.)1999:64.500Management-,Personnel-andIT-Consultants(BDUe.V.)14.300ConsultingCompaniesTotalrevenues:21,3bn.DM(BDUe.V.)2021/9/2923 TOP20CONSULTINGCOMPANIESWORLDWIDE2021/9/2924 TOP30CONSULTINGCOMPANIESINGERMANYSource:LünendonkConsultancy+ResearchGbR,Hamburg2021/9/2925 WHEREDOYOUWANTTOGOTODAY?AscenefromLewisCarroll"s"Alice"sAdventuresInWonderland",whenAliceaskstheCheshirecatfordirections,speaksvolumesaboutplanningwhereanorganizationwantstobeinthefuture."Wouldyoutellme,please,whichwayIoughttogofromhere?"asksAlice."Thatdependsagooddealonwhereyouwanttogetto,"saidtheCat."Idon"tmuchcarewhere."saidAlice."Then,itdoesn"tmatterwhichwayyougo."saidtheCat.2021/9/2926 REASONSTOHIREEXTERNALCONSULTANTS(1/2)Reasonsforclientstohireexternalconsultants(1):Existingcompaniesarenotreadyforthepaceglobalizationandvanishingmarketbarrierstheyface->needConsultantswithbroadmarket/industryknowledgeIncreasingM&Aactivities->HighcomplexityoftransactionsandtasksrelatedtoPostMergerIntegrationChallengesofthehightechenvironment:employeesarewhollyoccupiedwithdailyworkanddon’thavethetimetothinkaboutinnovationsChangingworkingenvironmentnecessitatecreativeandup-to-dateHRManagementDeregulationenablednewcompaniestoenterthemarket.Inordertopositionandcompeteagainstformermonopoliststheyneedindustryrelatedconsultingexperience(+otherwayround,ex-monopoliststrytodefendthemselvesagainstnewmarketentriesusingtheknowledgeofexternalcompanies)2021/9/2927 REASONSTOHIREEXTERNALCONSULTANTS(2/2)Reasonsforclientstohireexternalconsultants(2):Consultantshaveaccesstoinformationonatrulyglobalbasis(KnowledgeExchange)Widespreadacceptanceofusingconsultantstogainoutsideexpertise.Rapidtechnologicalchange.Movementtoenterprisewidesolutions.Lackofin-houseexpertiseinProcesses,technologies,industrybestpractices,andprojectmanagement.2021/9/2928 BENEFITSOFUSINGCONSULTANTSSubjectmatterexpert:Aconsultantwillsavetimeandmoneybyarrivingtoasolutiontotheclient‘sneedsatafasterpacebecauseofpastextensiveknowledgeandexperienceindealingwithotherbusinessowners.Objectivepointofview:Aconsultantwillbringarefreshingoutsidepointofviewtotheclient‘scompany,whichwillpin-pointexistingproblemsorreachfastersolutions.Educate,inform:Agoodconsultantwilleducateandinformtheclientasthetaskiscompleted.Shareinformationaboutindustryandcompetition:Thisisessentialtoreachingcompanygoals.Assistwithstrategicplanningwhichwillhelpreachcompanygoalsfasterandeasier.Offerinnovativeideas2021/9/2929 WORKANDLIFESTYLECHARACTERISTICSWorkatclientsiteWorkinteamenvironmentWorkwithavarietyofclientsacrossindustriesAssessclientbusinessandtechnicalchallengesDevelopsolutionstomoveclientforwardExtensivetravelingEnrichinglearningexperienceCyclicalovertimeTravelVarietyofresponsibilitiesWorkwithtechnology2021/9/2930 TOP10WAYSTOKNOWYOUAREDATINGANCONSULTANT1.Referstolovemakingasa"win-win."2.Valentine"sDaycardhasbulletpoints.3.Can"tbetrustedwiththecar-tooaccustomedtobeatinguprentals.4.Celebratesanniversarybyconductingaperformancereview.5.Endsanyargumentbysaying,"let"stalkaboutthisoff-line."6.Triestocallroom-servicefromthebedroom.7.Congratulatesyourparentsforsuccessfulvaluecreation.8.Referredtotheyieldofthetomatoplantsinyourhomegardenas"deliverables"9.Talkstothewaiteraboutprocessflowwhendinnerarriveslate.10.Referredtothefirstmonthofyourrelationshipasa"diagnosticperiod."2021/9/2931 NATURE,TRENDS,CAREERSNatureandpurposeofconsultingRecenttrendsandcurrentchallengesStaffandcareerpathsinconsulting2021/9/2932 RECENTTRENDSANDCURRENTCHALLENGESChangingcustomerexpectationsIncreasingmarketpoweroftheTOPconsultingcompaniesEffectiveusageofinformationtechnologySplitTax/Auditing-ConsultingStrategicAlliancesandStart-upPartnershipsNewsuppliersentertheconsultingmarketExpansionofthewellknownconsultingcompaniesITconsultingbytraditionalconsultingcompaniesGet&retaintherightpeopleHowtofacethecurrentchallenges2021/9/2933 "CTOsandothere-businessstrategistsdonotwanttohearmetellthemIcanhelpWeb-enabletheirbusiness.Thatisnotenough.TheywanttoknowhowIcanhelpthemtransformtheirbusiness."--ChuckBurns,globalseniorvicepresident,services,KPMG"CTOshavemorechoicesthaneverbeforewhenitcomestoselectingaconsultant.Wegointobidsnowwherewemaycompeteagainstoneofthegiant,BigFivefirms...andeven,insomecases,anadvertisingormarketingagency."--ScottLochridge,principal,strategysolutionsgroup,DiaLogos"Thedaysofblackmagicareover,Consultantscannolongergetawaywithjustwritingawhitepaperfortheclientandsaying,"OK,nowyoudowhatIsay."”--JoseCampos,presidentofRapidinnovationCHANGINGCUSTOMEREXPECTATIONS–SOMESTATEMENTS2021/9/2934 CHANGINGCUSTOMEREXPECTATIONSCustomerexpectrealaddedvalueStandardImplementationsaredecreasingwhileindividualend-to-endsolutionbecomemuchmoreimportantUnsuccessfulERPimplementationsinthe90smadethecustomermoreawareofrisksandchallenges-->CustomeraremuchmoresensitivetowhattheygetfortheirmoneyResultsinnewpaymentschemeslike:Fixedprice(especiallydonebysmaller/start-upcompanies)RiskandrewardsharingEquitypaymentPaymentintermsof%-ageofactualvalueaddedOntimedeliveryclausesincontract2021/9/2935 INCREASINGMARKETPOWEROFTHETOP20CONSULTINGCOMPANIESFacts40TOPConsultingCompaniesincreasedtheirmarketshareinGermanyfrom42to45%AveragegrowthrateoftheTOPPlayer:~19,5%/p.a.SmallerConsultingcompanies:~4,0%/p.a.Acquisitionsofsmallerandmid-sizedconsultingfirmsbythelargercompaniesinordertodiversifytheirmarketofferPlannedpartlyIPOofKPMG,ArthurD.Little,AndersenConsultingalsoinvestigatingIncreasingmarketpowerandinfluencethroughventures,e.g. -ACVenture -McKinsey’s“NewVenture” -RolandBerger&bmp2021/9/2936 SPLITTAX/AUDITING–REASONSANDCONSEQUENCESReasonsU.S.SecurityandExchangeCommission: CriticalifConsultingCompaniesadviceclientsthatareauditedbythesamecompanyHighermarginsandgrowthratesinconsultingInabilityforconsultingparttoraisemoneybygoingpublicaslongastheyarepartofauditingcompaniesConsequencesConsultingcompaniescanandwillgopublic(e.g.KPMG)NomorelegalrestrictionsforconsultingcompaniestoadviceothercompaniesDifferentiationprocesswillaccelerate(increasingmarketingactivities)Repositioningneeds2021/9/2937 SPLITTAX/AUDITING-CONSULTINGExamplesAndersenConsultingvs.ArthurAndersen: ArbitrationDecisioninordertoallowAndersenConsultingtosplitfromArthurAndersenKPMG:IPOofKPMGConsultingBusinessCiscotook20%stakeAnother20%fortheaccountingpartHewlettPackardinterestedtobuyPriceWaterhouseCoopers’ManagementandITConsultingpartCapGeminitobuyconsultingpieceofErnst&YoungA.T.KearneyandEDS2021/9/2938 STRATEGICALLIANCESOFACCENTURE2021/9/2939 ALLIANCESANDPARTNERSHIPS:SOMEEXAMPLESCapGemini:-SiebelSystems -IBM -SunMicrosystems -MicrosoftKPMG:-Compaq -Cisco -Microsoft -JDEdwardsCSC:-Peoplesoft -Broadvision -IBM -Lucent -NokiaEDS:-SunMicrosystems -SAP -Oracle -Cisco2021/9/2940 NEWCOMPETITORSENTERTHECONSULTANTMARKETNewSuppliersentertheconsultingmarketHardwaremanufacturers -HPalreadyincreasedtheirnumberofin-houseconsultantsto6.000 +potentialPriceWaterhouseCooperspartInternetserviceproviders,e.g.PixelparkbuyingtheSwedishConsultingfirm“CellNetwork/Mandator”Building„Inhouse-Consultingcapabilities“-Siemens(SiemensBusinessServicesprovidingERP,CRMimplementations) -SAPSystem -DeutscheTelekombuyingmajoritystakeinDebisSystemhausFinancialInstitutionsandTelecommunicationcompanies2021/9/2941 EXPANSIONOFWELLKNOWNCONSULTINGCOMPANIESExpansionoftheTOPconsultingcompaniesthroughM&A,alliances,venturesandstrategicpartnerships.ChancetoexpandbusinessandopeningnewmarketsAfterM&A,differentiationbecomescritical,thereforehighadvertisingbudgetsIPOStrategies:RaisemoneyforeCommercestrategyVentureCapitalfundsToattractpeople(competitivesalariesandpaymentstructures)Examples:CapGeminiacquiringErnst&YoungCapGeminibuyingSD&MCSCPloenzketobuyKPMGFrance2021/9/2942 ITCONSULTINGATTHEESTABLISHEDCONSULTINGCOMPANIESAseCommerceisacknowledgetobeoneofthekeybusinessdrivers,alsothetraditionalconsultingcompaniestrytogetintoitStrategycompanieslikeBoozAllenHamiltonetc.tolauncheCommercecentersandventurecapitalfirmsBybuyingsmallercompaniesandpartneringtheyareabletoprovideafullimplementationservice,e.g.Bainalliancewithi2andOracleMcKinseyhasbeenaccusedhavingoversleptthee-Commerceage;nowtryingtoworkonthatsubjectthroughincreasingalliances&venturesintheeBusinessAftersplitfromAndersenConsulting,ArthurAndersenwillgetmoreintoITconsulting2021/9/2943 IPOinordertoattractpersonnelUntilbackdropofDot.Comsandthestockmarket,tendencyofleadingpersonneltoleavetraditionalcompaniestojoinStart-ups:CambridgeTechnologylostoverthelastyearmanytopmanagers(i.e.FounderandCEO,CFO,Generalcounsel,HeadofitsE-Businessunit,ManagingdirectoroftheCambridgeTechnologyCapitalventurefund)mostlytosmallhigh-techcompanies.DeanHawkins,formerCFOofAdidastobecomeCFO@boo.comJoeGalli,VicePresidentBlack&DeckertojoinAmazon.comasmemberoftheboardHeinerRutt,chairman@BostonConsultingGrouptobecomepresidentatProxicomIBMGermanyhasabout3.000openITpositionsfor2001,Hewlett-Packardtolookfor500ITspecialists,PricewaterhouseCoopers300andSiemens1.500,AndersenConsultingwith1.100openpositionsinASG.GETANDRETAINTHERIGHTPEOPLE2021/9/2944 "WINNINGTHEWARFORTALENT"KeyfactorsofsuccessImageInterestingtasksPersonaldevelopmentBalancedlifestyleInternational atmosphere1.DaimlerChrysler2.Lufthansa3.McKinsey4.BMW5.KPMG6.BostonConsulting7.DeutscheBank8.Siemens9.SAP10.AccentureAttractiveemployeesFocus30.August19992021/9/2945 HOWTOFACETHECURRENTCHALLENGESNewstrategiesBrandingCampaignsPersonneldevelopmentconceptsEfficientKnowledgeManagementAccuratePlanningChangeasChanceSynchronizethekeysuccessfactors:-people -process -strategy -technology2021/9/2946 NATURE,TRENDS,CAREERSNatureandpurposeofconsultingRecenttrendsandcurrentchallengesStaffandcareerpathsinconsulting2021/9/2947 STAFFANDCAREERPATHSPartnerAssociatePartnerManagerConsultantAnalystDirectorPrincipleAssociatePrincipleProjectManagerConsultantAccentureMcKinsey2021/9/2948 LeadworkteamsFacilitateTeam-MeetingsSystemsdesignClientpresentationsLeadsubprojectsConsultantAnalystProposalsForecastingDevelopandexecuteclienttrainingClientinterviewsProgrammingSystemsDocumentationParticipatesinproblemsolvingRecommendsandimplementssolutionsDefinesuserrequirementsResearchesnewandexistingtechnologyProvidesproductionsupportTestssoftwareReviewsworkofpeersROLESANDRESPONSIBILITIES:EXAMPLES2021/9/2949 PartnerManagerInterfacewithclientseniormanagementLeadclientmeetingsDevelopnewbusinessDevelopmanagementteamShapeandimpacttheFirmAttainOwnershipintheFirmROLESANDRESPONSIBILITIES(CTD.)LeadclientmeetingsManageprojectsLeadanddevelopprojectteam2021/9/2950 CONSULTING:ALWAYSSTAYREALISTICALLYAconsultant,managerandapartnerfromaConsultingcompanyarewalkingthroughaparkontheirwaytolunchwhentheyfindanantiqueoillamp.TheyrubitandaGeniecomesoutinapuffofsmoke.TheGeniesays,"Iusuallyonlygrantthreewishes,soI"llgiveeachofyoujustone."Mefirst!Mefirst!"saystheconsultant."IwanttobeintheBahamas,drivingaspeedboat,withoutacareintheworld."Poof!she"sgone.Inastonishment,"Menext!Menext!"saysthemanager,"IwanttobeinHawaii,relaxingonthebeachwithmypersonalmasseuse,anendlesssupplyofpinacoladasandtheloveofmylife."Poof!He"sgone."You"renext,"theGeniesaystothepartner.Thepartnersays,"Iwantthosetwobackintheofficeafterlunch."2021/9/2951 PERSONSTOSUPPORTYOURPERSONALCAREERPersonalMentorPeerGroupAnnualReviews(upward/downward/sideward)PartnerGroupPracticeLeaders2021/9/2952 SOMEATTRIBUTESFORGOODCONSULTANTSAmbitiontopermanentlylearnDeterminationtosucceedStrongcommunicationskillsMotivationFlexibilityAgilityApproachableProactiveInnovativeResults-orientedSelfConfidentEntrepreneurialthinking2021/9/2953 BENEFITSANDCHALLENGESOFCONSULTINGBenefitsofConsultingLearningnewindustriesEarningmoreincomeFlexiblecontractlengthsPossiblefulltimeopportunitiesLessofficepoliticsLearningnewtechnicalskillsMeetingnewpeopleChallengesofConsultingNotbeinga"full-timer"Possibleadditionaltravelorcommutetime2021/9/2954 PROJECTWORKPLAN:ONEEXAMPLEFORATHREE-MONTHPROJECTEXAMPLEALTEFOLIEVERWENDEN2021/9/2955 YOUKNOWTHATYOUHAVEBEENTOOLONGACONSULTANTWHEN…youfeelnakedwithoutalaptophangingfromyourleftshoulder;youstartthinkingthatlifeintheUSNavySubmarineCorpswouldgiveyoumoretimeathome;youareupsetwhenyoucomehomeonFridaynightandthelightsaren"ton,thebedisn"tturneddown,andtherearenochocolatesonyourpillow;"vacationing"isspendinganentireweekendinyourownhome;youhaveseenmoremoviesat35,000feetthanyouhaveatyourlocalmovietheaterbeforestartingthecar,youinsistontellingeveryonewheretheemergencyexitsare;beforestoppingthecar,youinsistthateveryonestayseateduntilthefastenseatbeltssignisoff;instantcoffeetastesgood;you"vebeenstayinginthesamehotel,youinstinctivelycallit"home";yousay"Whoopee!Halfday!"whenyouleaveat10:00PM;2021/9/2956 AGENDAIntroduction/ExpectationsExampleconsultantcompanyConsulting:Nature,Trends,CareersSelectedMethods(frameworks)Research(somebasics)Graphics(fromdatatochart)2021/9/2957 AGENDAIntroduction/ExpectationsExampleconsultantcompanyConsulting:Nature,Trends,CareersSelectedMethods(frameworks)Research(somebasics)Graphics(fromdatatochart)2021/9/2958 AGENDAIntroduction/ExpectationsExampleconsultantcompanyConsulting:Nature,Trends,CareersSelectedMethods(frameworks)Research(somebasics)Graphics(fromdatatochart)2021/9/2959 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