Two decades ago,professor Ted Levitt wrote a classic Harvard Business Review article titled "The Globalization of Markets." Which of the following statements about the author and the article is accurate?
A) Levitt urged companies to adopt products on a country-by-country basis.
B) There was universal agreement about his thesis that the world is becoming homogeneous.
C) Levitt urged companies to develop standardized products that could be marketed worldwide with little adaptation.
D) Levitt warned of the coming backlash against globalization.
E) Levitt did not recommend developing standardized products.

Question

Quizplus · Accepted Answer

Levitt's article argued for the development of standardized products that could be marketed worldwide with little adaptation, as he believed that the world was becoming increasingly homogeneous. He cautioned companies against focusing solely on local markets and urged them to think globally to take advantage of economies of scale.

Two Decades Ago,professor Ted Levitt Wrote a Classic Harvard Business