GLOBAL MARKETS OR GLOBAL COMPETITION?
Jagdish Sheth
(Brooker Professor of Research in the Graduate School of Business at the University of Southern California and Director of the Center for Telecommunications Management)
1155
Abstract
The recent debate generated by Levitt's advocacy of standardization is certainly not a new controversy; it goes back to earlier writings in the late fifties and early sixties. I would like here to clarify the issue rather than take sides with one or the other school of thought.
Citation
Sheth, J. (1986), "GLOBAL MARKETS OR GLOBAL COMPETITION?", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 9-11. https://doi.org/10.1108/eb008157
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited