Fennell, G. & Saegert, J. (1996). Globalization issues: The myth of prepackaged solutions. In I. McGovern (Ed.), Marketing: A Southeast Asian perspective (pp. 1 – 27). Singapore: Addison-Wesley.

Probably no recent contribution to the business literature has sparked more controversy than Levitt’s (1983) paper on ‘the globalization of markets.’ On the one hand, Levitt argues that the world is shrinking as a marketplace and challenges companies to compete by realizing economics of scale through offering standardized goods and services that will be acceptable on a worldwide basis. On the other hand, many marketing authors scoff at Levitt’s globalization challenge, calling the idea a myth and a dangerous policy (Douglas and Wind, 1987; Kotler, 1986; Sheth, 1986, for example).