discussion

In a Harvard Business Review article, Theodore Levitt has argued that gone are accustomed differences in national or regional preferences. The globalization of markets is at hand. With that, the multinational commercial world nears its end, and so does the multinational corporation. The multinational corporation operates in a number of countries and adjust its products and practices to each - at high relative costs. At this point, it is unecessary to localize the marketing mix.

Question:

Do you agree with Levitt's argument? Why? Please incorporate the marketing mix concept in the international business context and real world examples to discuss.

Video link :

https://www.youtube.com/watch?v=fpM6Pzfnouw

https://www.youtube.com/watch?v=VreG1iC65Lc

reading:

https://www.shmula.com/nike-lean-manufacturing-example-good-policy-deployment/13755