The Globalization of Markets

In a famous article entitled “The Globalization of Markets,” Harvard marketing professor Theodore Levitt argued that world markets were becoming increasing similar and that it was no longer necessary to market to national or regional markets. Review the article, which is available through OCLS (Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92-102), and respond to the following: a. Do you agree with Professor Levitt? Why or why not? Use two examples of global companies that sell in various markets around the world to defend your answer. (Hint: Use Google to find national or regional websites for companies such as Ford’s U.S. site vs. their U.K site. This will permit you to compare products and promotions.)

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