The globalization of markets is observed in the increasing success of various products that have become popular worldwide. Despite cultural differences, consumers across the globe are becoming more similar or "homogenized," as stated by Theodore Levitt. As a result, Levitt argues that multinational corporations (MNCs) may be at a disadvantage if they continue to focus on tailoring their products for multiple markets. Instead, he suggests that competitors who develop advanced, functional, reliable standardized products on a global scale at the right price, by applying marketing imagination, are more likely to succeed.
Technology is a driving force that unifies the world, transforming communication, transport, and travel. It has made isolated regions and underprivileged communities yearn for the attractions of modernit
...y. The desire for the things people have learned about, witnessed, or encountered through new technologies is universal. As a result, global markets have emerged to cater to the demand for standardized consumer products on an unprecedented level.
Corporations that embrace this new reality experience significant advantages in production, distribution, marketing, and management. These advantages allow them to lower global prices and outcompete rivals that cling to outdated beliefs about the functioning of the world. Traditional distinctions based on national or regional preferences have disappeared. Moreover, it is no longer viable for companies to sell outdated or inferior products in emerging markets. Lastly, the time when prices, profit margins, and profits overseas were usually higher than domestic figures is now a thing of the past.
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