%0 Journal Article %1 Levitt:1983 %A Levitt, Theodore %D 1983 %J Harvard Business Review %K business firm globalization management mnc strategy theory %N 3 %P 92--102 %T The Globalization of Markets %V 61 %X Many companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks; many organizations think that the game just isn't worth the effort. In this powerful essay, the author asserts that well-managed companies have moved from emphasis on customizing items to offering globally standardized products that are advanced, functional, reliable---and low priced. Multinational companies that concentrated on idiosyncratic consumer preferences have become befuddled and unable to take in the forest because of the trees. Only global companies will achieve long-term success by concentrating on what everyone wants rather than worrying about the details of what everyone thinks they might like.

@article{Levitt:1983, abstract = {Many companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks; many organizations think that the game just isn't worth the effort. In this powerful essay, the author asserts that well-managed companies have moved from emphasis on customizing items to offering globally standardized products that are advanced, functional, reliable---and low priced. Multinational companies that concentrated on idiosyncratic consumer preferences have become befuddled and unable to take in the forest because of the trees. Only global companies will achieve long-term success by concentrating on what everyone wants rather than worrying about the details of what everyone thinks they might like.}, added-at = {2010-03-02T17:25:53.000+0100}, author = {Levitt, Theodore}, bdsk-file-1 = {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}, biburl = {https://www.bibsonomy.org/bibtex/223b406d80d35f25624339bfabe7d65e2/jrennstich}, date-modified = {2010-02-28 21:03:34 -0500}, interhash = {79dd9c328cec94fbe3d953036195a937}, intrahash = {23b406d80d35f25624339bfabe7d65e2}, journal = {Harvard Business Review}, keywords = {business firm globalization management mnc strategy theory}, month = {May/June}, number = 3, pages = {92--102}, timestamp = {2010-03-05T04:23:54.000+0100}, title = {The Globalization of Markets}, volume = 61, year = 1983 }