Global Marketing and the Case for International Product Standardisation
1987; Emerald Publishing Limited; Volume: 21; Issue: 9 Linguagem: Inglês
10.1108/eum0000000004715
ISSN1758-7123
Autores Tópico(s)Management, Economics, and Public Policy
ResumoLevitt's theory of globalisation has attracted a great deal of attention among both academics and practitioners. The view that a single product can be offered worldwide offers significant benefits for international marketers, whatever their size or industry. A review of empirical findings in the literature, however, suggests that this theory should be adopted with caution. The author has studied a specific group of three products manufactured by UK companies and exported to other countries in Europe. Despite the often cited term, European market, which implies a likeness between all European countries and, hence, an opportunity for product standardisation, the findings suggest that modifications in many product aspects are necessary for export success. Further, the degree of modification required varies from market to market.
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