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Levitt (1983)Management > Global Marketing Management > Lectures > Independent Research > Levitt > The world wants it
The world wants itThings of the modern world are demanded by those cultures which are voluble about their cultural heritage. Levitt argues that, when the Biafras were fighting the Ibos, the soldiers, while holding “blood-stained swords” (what barbarians!), drank Coca-cola . “The world’s needs and desires have been irrevocably homogenized. This makes the multinational corporation is obsolete and the global corporation is absolute.” (Wonderful!) Examples he gives are things like petroleum, cars, electronic instruments, telecommunications. He mentions McDonalds in the Champs Elysees, but views the firms as not changing in anyway. He refers to those products which are not high-tech as “high-touch”, which includes drinks, clothes and Hollywood films. He claims that Coca-cola and Pepsi-cola are “welcomed by everyone”, even those trained to like only a specific spectrum of tastes. “Nothing is exempt.” We can sell anything. “The products and methods of the industrialized world play a single tune for all the world, and all the world eagerly dances to it.” Levitt believes that countries are more than willing to give up their ancient traditions of trade and taste.
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