29 Jun MKT 774-Dr. Levitt (1983) discussed the globalization of markets
Question
Dr. Levitt (1983) discussed the globalization of markets, suggesting that the world is becoming homogenous. This would suggest we can standardize products and services worldwide. Douglas and Wind (1987) in contrast, say we must do our market analysis on a country by country basis, taking an adaptive approach to each culture’s markets.Benjamin Barber’s “Democracy at Risk.” approached this from an entirely different perspective.What is the nature of the foundation of Levitt’s argument of homogenization? What is becoming homogenous? What is the nature of the argument presented by Douglas and Wind? How are the two arguments fundamentally different when they appear to be arguing two opposing views? How is the foundation of Barber’s argument completely different than Levitt’s, even though they are both emphasizing homogenization? How could both the Levitt and Douglas and Wind articles possibly be simultaneously correct?Are they arguing different points of view or different things entirely? Provide a single example of a company where both of these authors are right. Explain your logic.
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