In a famous article entitled “The Globalization of Markets,” Harvard marketing p

Question

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:

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.)

Explanation / Answer

ans....
The more extensive an organization's worldwide achieve, the more noteworthy the quantity of territorial and national inclinations it will experience for certain item highlights, circulation frameworks, or special media. Take the instance of “Revlon in Japan”. The organization pointlessly distanced retailers and befuddled clients by offering world-institutionalized beauty care products just in tip top outlets; then it attempted to recuperate with low-evaluated, world-institutionalized items in more extensive dissemination, trailed by an adjustment in the organization president and reductions in conveyance as costs rose speedier than deals. The issue was not that Revlon didn't comprehend the Japanese market; it didn't carry out the occupation right, faltered in its projects, and was anxious to boot. By differentiation, the Outboard Marine Corporation, with creative energy, push, and tirelessness, given way since quite a while ago settled three-layered circulation diverts in Europe into a more engaged and controllable two-stage framework. (Levitt, 1983) "The Globalization of Markets" Besides promoting "globalization," he attested that new innovations had "proletarian zed" correspondence, transportation, and travel, making another business reality - the development of worldwide markets for institutionalized shopper items at lower costs, because of economies of scale - an ocean change that was particularly clear in organizations, for example, “Coca-Cola”, “Kellogg's”, and “McDonald's”. He demanded that the future had a place not to the multinational enterprise, but rather to the "worldwide organization" that did not take into account nearby contrasts in taste.

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