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Volume 3, Issue 2
1 February 1986
Journal of Consumer Marketing Cover Image for Volume 3, Issue 2
Review Article| February 01 1986

GLOBAL MARKETS OR GLOBAL COMPETITION? Available to Purchase

Jagdish Sheth
Jagdish Sheth
Brooker Professor of Research in the Graduate School of Business at the University of Southern California and Director of the Center for Telecommunications Management
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1986
Journal of Consumer Marketing (1986) 3 (2): 9–11.
https://doi.org/10.1108/eb008157

The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I would like here to clarify the issue rather than take sides with one or the other school of thought.

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© MCB UP Limited
1986
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