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Theodore Levitt wrote an article titled as ‘Globalization of Markets’ in 1983. I

by | Nov 24, 2021 | Marketing | 0 comments

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Theodore Levitt wrote an article titled as ‘Globalization of Markets’ in 1983. In the article, Levitt envisioned a “homogenized global market,” meaning a global community where standardized, high- quality world product would be marketed in a standardized manner. He stated that: “ … the result is a new commercial reality—the emergence of global markets for standardized consumer products on a previously unimagined scale of magnitude. Corporations geared to this new reality benefit from enormous economies of scale in production, distribution, marketing, and management. By translating these benefits into reduced world prices, they can eliminate competitors that still live in the disabling grip of old assumptions about how the world works. Gone are accustomed differences in national or regional preference. Gone are the days when a company could sell last year’s models—or lesser versions of advanced products—in the less-developed world. And gone are the days when prices, margins, and profits abroad were generally higher than at home.” Do you agree or disagree with Levitt? Please discuss and illustrate your arguments with real life examples.

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