You should use a good selection of academic and business references, especially relevant academic journal articles.
There are many useful sources of critical and trade information including:
A good essay will tend to do more than merely describe whats happening – it will make an argument, put across the writers point of view, while helping to clarify relevant theoretical issues for the reader from the academic literature.
Strong answers will
Demonstrate evidence that you have thought carefully about the essay.
Use terms with precision and relate convergence to fragmentation and both of these to the question.
Integrate the theoretical (and practical) ideas gleaned from the academic (and practitioner) literature with the reality of the contemporary agency scene.
From the first paragraph of the essay directly address the question that had been posed; throughout the body of the essay continue to attempt to answer the question; and at the end summarise your argument.
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