THE MYTH OF GLOBALIZATION
Yoram Wind
(Lauder Professor and Professor of Marketing and Management at the Wharton School, University of Pennsylvania)
2509
Abstract
Global marketing might be likened to prescriptions that apply to all situations. There is, however, a broad framework within which one can examine the issue of standardization, suggesting that it might be a perfect strategy for some products, some companies, and some situations, but totally inappropriate for others.
Citation
Wind, Y. (1986), "THE MYTH OF GLOBALIZATION", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 23-26. https://doi.org/10.1108/eb008160
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited