Theodore Levitt maintains that the existence of truly global markets demands a new type of corporation.He believes the multinational corporation has replaced the global corporation as the most effective international competitor.

Question

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Theodore Levitt actually argued that the global corporation, not the multinational corporation, is the most effective international competitor. He believed that truly global markets required companies to standardize products and services to achieve economies of scale.

Theodore Levitt Maintains That the Existence of Truly Global Markets