GLOBAL STANDARDIZATION—COURTING DANGER

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.

Citation

Kotler, P. (1986), "GLOBAL STANDARDIZATION—COURTING DANGER", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 13-15. https://doi.org/10.1108/eb008158