standardization and adaptation

Theodore Levitt wrote an article titled as ‘Globalization of Markets’ in 1983. In the article, Levitt
envisioned a “homogenized global market,” meaning a global community where standardized, highquality world product would be marketed in a standardized manner. He stated that: “ … the result is
a new commercial reality—the emergence of global markets for standardized consumer products on
a previously unimagined scale of magnitude. Corporations geared to this new reality benefit from
enormous economies of scale in production, distribution, marketing, and management. By
translating these benefits into reduced world prices, they can eliminate competitors that still live in
the disabling grip of old assumptions about how the world works. Gone are accustomed differences
in national or regional preference. Gone are the days when a company could sell last year’s
models—or lesser versions of advanced products—in the less-developed world. And gone are the
days when prices, margins, and profits abroad were generally higher than at home.” Do you agree or
disagree with Levitt? Please discuss and illustrate your arguments with real life examples.
Students should be able to state their understanding, whether they agree or disagree on Levitt’s
perception and critically discuss the dilemma between product standardisation and product
adaptation for international firms, with the help of relevant academic resources, theories and
concepts and discussions as well as additional real life cases, contemporary or fundamental
examples to support their view.

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