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Managing Brands in Global Markets: One Size Doesn't Fit All
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******************************** Managing Brands in Global Markets: One Size Doesn't Fit All http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1206 Theodore "Ted" Levitt of Harvard Business School set the marketing world abuzz in 1983 with a bold prediction: Globalization had arrived, and before long global companies would be selling products and services in the same way everywhere on earth. More than 20 years later, however, Levitt's prediction has not come to pass, according to Wharton marketing professors George S. Day and David J. Reibstein, who note that only a handful of truly global brands exist today despite the increased globalization of markets. Day and Reibstein, who address this issue in a book entitled "The INSEAD-Wharton Alliance on Globalizing: Strategies for Building Successful Global Businesses," suggest that adapting brands to local conditions can often be the best approach.
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