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CANDIDATE NUMBER 0704042 Year: 2 Course Code MN2061 Course Tutor: Dr.Derrick Chong Assignment No.: 1 Degree Title: Management Question No. & Title: 4. 1500 words How relevant is Levitt's 'globalization of markets' thesis (Harvard Business Review 1983) to marketers in 2006? Why? Introduction 'Twenty years after Ted Levitt sparked a rumpus with his essay The Globalisation of Markets...., globalisation is fast becoming a dirty word .... in business circles'1. This essay will discuss whether the article holds any relevance for marketers in 2006. Levitt's primary contention is that the convergence of both the forces of 'globalisation and technology have created the possibility of standardised consumer products on a previously unimagined scale of magnitude'2 and consequently companies can 'benefit from enormous economies of scale in production, distribution marketing and management' which can be translated into 'reduced world prices and thus decimate competitors'2. Levitt's Argument The term globalisation is a generic one and encompasses a broad scope of meaning when defined from the perspective of various disciplines e.g. politically...

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