GLOBAL MARKETS OR GLOBAL COMPETITION?

Abstract

The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I would like here to clarify the issue rather than take sides with one or the other school of thought.

Citation

Sheth, J. (1986), "GLOBAL MARKETS OR GLOBAL COMPETITION?", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 9-11. https://doi.org/10.1108/eb008157