GLOBAL MARKETS OR GLOBAL COMPETITION?

descriptionPublicationkeyboard_double_arrow_right Article 01 Feb 1986 English Publisher:EmeraldJournal:Journal of Consumer Marketing, volume 3, pages 9-11 (issn: 0736-3761,

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Authors: Jagdish Sheth;

doi: 10.1108/eb008157

GLOBAL MARKETS OR GLOBAL COMPETITION?

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Abstract

The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I would like here to clarify the issue rather than take sides with one or the other school of thought.

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UNIVERSITY OF SOUTHERN CALIFORNIA
United States
University of California System
United States

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