Business writing
On the Global Marketplace –
a. Defend or reject or modify Levitt’s bold assertions below on the nature of the global firm.
Consider your marketing plan company as a reference point to help build your discussion.
i. The world’s needs and desires have been irrevocably homogenized. This makes the
multinational corporation obsolete and the global corporation absolute.
ii. Technology drives consumers relentlessly toward the same common goals –
alleviation of life’s burdens and expansion of discretionary time and spending power.
iii. Cultural preferences follow one of two paths: they eventually lose relevance to
economic decision making, or they diffuse to other groups and become the substance
of global trends.
b. Lastly, identify and discuss the main globalization opportunity or challenge impacting your
project company. What must be done to strengthen the global position of your company’s
brand?
i. Pull from Holt, et al’s How Global Brands Compete to further support your
discussion.