Explain the Meaning and Advantages of Standardization


  1. Levitt’s “Globalization of Markets” is considered to be a seminal article in international marketing
  1. Summarize Levitt’s article in detail. In your summary, be sure to identify and discuss the factors that Levitt states have led to the globalization of markets.
  2. Explain the meaning and advantages of standardization.
  3. Do you agree with Levitt’s premise given that this article was written more than three decades ago? Is the article still relevant today? Why or why not? (You may conduct additional research and use external sources of information to explain your answer, but be sure to cite all your sources of information after each answer.)

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