Today, with communication, technology, interdependence between nation states, analysts argue the world is becoming globalised 'borderless', 'shrinking' and demand is becoming homogenised . For Levitt's 1989; in an era of such globalisation, international firms can only survive by developing global strategies such as production of standardised goods to meet homogenised international demand in a global marketplace'. Since the driving forces of globalisation, meant that, markets, consumers were becoming more similar 'homogenised'- thus requiring organisations to develop global marketing production and corporate strategies which cross national borders. I shall discussing whether this is the case by analysing if there's evidence of...
demand i.e. trade is primarily concentrated in the triad, alterations to the so called 'standardised products'. Even demand if is becoming homogenised as Levitt claims, it doesn't necessarily equate with the need for companies to produce of standardised products. In fact, studies, analysis show the complete opposite i.e. despite homogenised demand, output of most firms does not usually consist of a single standardised product contradicting levitts claim 'that corporate success in the present era depends on the production of standardised goods' if that were the case wouldn't the world today largely be concentrated with companies producing standardised goods?