 |
 |
|
Levitt (1983)Management > Global Marketing Management > Lectures > Independent Research > Levitt
Levitt (1983) - The Globalization of Markets.Despite cultural differences, our tastes are converging, as we see more and more household products in all of our houses. Technology is causing our tastes to converge, as it has made people aware and hunger for things that they have seen on television etc., even people in poor countries. This means that there is a demand for standardised global products. Companies which realise this can benefit from economies of scale in production and distribution and prices, and can thus also eliminate any competition Levit comments upon the difference between multinational and global companies, but states that global organisations merely give everybody exactly the same thing, without any variation. Levitt believes that multinational companies are out of date and will be outperformed by global companies. Global companies “sell the same things in the same way everywhere.”
|
|
