GLOBAL STANDARDIZATION—COURTING DANGER
- 1 February 1986
- journal article
- review article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 3 (2) , 13-15
- https://doi.org/10.1108/eb008158
Abstract
In his piece on the “globalization of markets,” Ted Levitt creates yet another challenge to our thinking. Whereas in his past writings he advocated knowing diverse customer needs and serving them differently, he is now calling for overall standardization, that is, less segmentation and adaptation worldwide.Keywords
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