Among the assumptions of Theodore Levitt that would favor a global strategy is that consumers around the world are becoming less price-sensitive.

Question

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Levitt advocated global product and brand strategies based on three assumptions: customer needs and interests are becoming increasingly homogeneous worldwide; people around the world are willing to sacrifice preferences in features, design, and the like for lower prices at high quality; substantial economies of scale in production and marketing can be achieved through supplying global markets.

Among the Assumptions of Theodore Levitt That Would Favor a Global