THE MYTH OF GLOBALIZATION

Abstract

Global marketing might be likened to prescriptions that apply to all situations. There is, however, a broad framework within which one can examine the issue of standardization, suggesting that it might be a perfect strategy for some products, some companies, and some situations, but totally inappropriate for others.

Citation

Wind, Y. (1986), "THE MYTH OF GLOBALIZATION", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 23-26. https://doi.org/10.1108/eb008160