Globalization

Theodore Levitt, had created a strong influence on globalisation, and since then this term has been on every individual's lips. When his article, "The Globalisation of Markets" was published in 1983, many companies such as Coca-Cola, McDonald's and Walt Disney had followed his view of having a standardised consumer product. Supposedly, a standardised approach would foster mass production hence achieving economies of scale. With a standardised marketing plan, sales would escalate as a product image is …

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