"To me, it's all about popularity, if it's a man or a woman or whatever, " said John O'Brien, vice president and general manager of NBC affiliate WNDU in South Bend, Ind.

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"Today's computer users require top-notch connectivity in their devices, whether for wireless docking within a room or office, or more broadly throughout the premises, " said Vivek Gupta, vice president and general manager of computing, Qualcomm Atheros.

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As a result, associate looks to manager, manager looks to vice president, and so on, until everyone ends up doing things that more or less adhere to the culture.

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