Erratum Available to Purchase

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000004715. When citing the article, please cite: Jeryl M. Whitelock, (1987), “Global Marketing and the Case for International Product Standardisation”, European Journal of Marketing, Vol. 21 Iss: 9, pp. 32 - 44.