The marketing literature still reflects Levitt’s claim that the world’s preference structure is homogenized, even though this claim lacks both conceptual underpinnings and empirical support. Although a long term tendency toward homogenized preferences remains possible, a study using United Nations and World Bank data fails to support such a tendency.
CITATION STYLE
Dixon, D. F., & Sybrandy, A. (2015). The Globalization of Markets: Is Convergence A Myth? In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 374–378). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_115
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