Theodore Levitt, had created a strong influence on globalisation, and since then this term has been on every individual's lips. When his article, "The Globalisation of Markets" was published in 1983, many companies such as Coca-Cola, McDonald's and Walt Disney had followed his view of having a standardised consumer product. Supposedly, a standardised approach would foster mass production hence achieving economies of scale. With a standardised marketing plan, sales would escalate as a product image is …showed first 75 words of 1751 total…

…showed last 75 words of 1751 total…J. and Hennessey, D. (1998) Global Marketing Strategies, New York, Houghton Mifflin Company 4.Kegley, C. and Wittkopf, E., The Global Agenda: Issues & Perspectives, McGraw Hill 5.Financial Times (2003), http://www.hbs.edu/about/newsclips/050603_ft.html, visited on 1 Nov 2003 6.Place Brands (2003), http://www.placebrands.net/placebrands_FT_DeclineOfBrandAmerica.pdf, visited on 1 Nov 2003 7.Rediff.com (2003), http://www.rediff.com/money/2003/apr/04spec.htm, visited on 1 Nov 2003 8.WorldLink (1999), http://backissues.worldlink.co.uk/articles/19021999195259/14.htm, visited on 1 Nov 2003