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Business Profile: When Coca-Cola was invented in Atlanta in 1886, the city was recovering from total devastation in the Civil War. However, its strategic position as a rail head enabled it to become a prosperous trading community by the end of the century. Since Delta Airlines relocated to the city in 1941, it has not looked back, profiting from nearby military engineering facilities during and after World War II. Now, only 17% of jobs are in manufacturing and this figure is probably declining. The US Bureau of Labor Statistics predicts that Atlanta will produce 1.8 million new jobs between 1999 and 2025 - mainly in the high-tech and service sectors - a growth equal to half its current population. Employment is currently growing at about 100,000 annually, with an estimated 65% of these in the high-tech field. Half of new company start-ups and those migrating to Atlanta are in this area, and 8-10,000 new jobs per year are for computer graduates. Over 400 Fortune 500 companies have Atlanta bases; the current largest employer is Delta with a workforce of over 74,000; other major players are still Coca-Cola, plus UPS (United Parcels Service). 'Mind-tech' companies are represented by CNN, BellSouth, Philips and Microsoft, together with a host of new service providers, concentrated just north of Five Points or in the northern suburbs, where new technology parks alternate with mansions and golf courses. Foreign investment in Atlanta is estimated at 15.8 billion US Dollars.
Unemployment is therefore low (3.2%), compared to the national average of 4.2%, and the cost of living is still claimed to be below the national average, largely due to the availability of building land and consequently reasonable house prices. It is estimated that 415,000 individuals have migrated to Atlanta since 1990, and the trend continues. Young, affluent graduates are now moving into lofts adjacent to their workplaces in the city centre, to avoid rush hour travel and enjoy the experience of city nightlife and sports facilities. The inner-city black population is thus currently being squeezed in their traditional district - city centre incomes are rapidly catching up with the prosperous suburbs.

Business Etiquette: Atlanta is a city of corporations and business etiquette is part of the hard-driving corporate culture. In general, appointments are required, punctuality is the norm, business cards should be exchanged and meetings should be kept short, at least until you are sure of your welcome.
This city is still racially divided; certain companies, such as Coca-Cola, have a deliberate policy of employing from the minorities, but most are white-oriented and black visitors should expect to face prejudice. Many citizens are church-going fundamentalists; visitors should keep off the subject of religion and avoid alcohol at business lunches.
Suits are now not necessary except at formal meetings; business uniform consists of well-cut casual slacks and a stylish blazer. In summer, short-sleeved shirts without ties are acceptable in some corporations; err on the formal side for the first meeting.
Most Atlantans are very proud of their homes and not well travelled; Europeans thus have a curiosity value and visitors may receive invitations home. They should always bring a gift for the lady of the house. Deals should be confirmed in writing as soon as possible; electronic communication reigns supreme. Normal business hours are 0900-1730, Monday to Friday, but many ambitious executives work longer hours.



Copyright © 2001 Columbus Publishing
    
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