GLOBAL STANDARDIZATION—COURTING DANGER
Philip Kotler
(Harold T. Martin Professor of Marketing at the Kellogg Graduate School of Management of Northwestern University)
4111
Abstract
In his piece on the “globalization of markets,” Ted Levitt creates yet another challenge to our thinking. Whereas in his past writings he advocated knowing diverse customer needs and serving them differently, he is now calling for overall standardization, that is, less segmentation and adaptation worldwide.
Citation
Kotler, P. (1986), "GLOBAL STANDARDIZATION—COURTING DANGER", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 13-15. https://doi.org/10.1108/eb008158
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited