Blog# 5
Blog Post 5: Globalisation in Marketing Has Globalisation Made Marketing Easier or More Complex? Enter any contemporary market, be it a brick-and-mortar retail chain or an online one, such as Amazon, and you are instantly bombarded with a plethora of foreign brands competing with each other. Globalisation has allowed countries to manufacture and sell products globally by removing geographical borders , and unifying markets across the world. Consequently, companies can connect with consumers much outside their home markets, but this has also come with new strategic and marketing challenges. Globalised marketing is directly related to the theory of global standardisation developed by Levitt (1984), stating that the companies can sell the same products in the global market , by meeting the identical requirements of the consumers. This approach helps companies to benefit from economies of scale and lower producti...