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Theodore Levitt's 1983 article on the globalization of markets has left in its wake a pitched battle between advertising agency converts and opponents, and a reassessment of many…
Abstract
Theodore Levitt's 1983 article on the globalization of markets has left in its wake a pitched battle between advertising agency converts and opponents, and a reassessment of many corporate strategies. Objections that there are only about three global brands‐Coke, McDonald's, and Kodak‐do not deter Proctor & Gamble from setting up global new product planning or N. V. Philips from realigning its advertising accounts worldwide. To illustrate its commitment to the issue, a major agency even recently changed its name to Needham Harper Worldwide.