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商品編號： 83308 出版日期： 1983/05/01 作者姓名： Levitt, Theodore 商品類別： General management 商品規格： 10p 再版日期： 地域： 產業： Retail trade 個案年度： -
商品敘述：
This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. The new commercial reality is the emergence of global markets for standardized consumer products on a previously unimagined scale of magnitude. Technology, by proletarianizing communication, transport, and travel drives the world toward a converging commonality. Well-managed companies have moved from emphasis on customizing items to offering globally standardized products that are advanced, functional, reliable, and low priced. They benefit from enormous economies of scale in production, distribution, marketing, and management.
涵蓋領域：
Economies of scale;Globalization;International marketing;Consumer marketing;Product positioning;Standardization;Multinational corporations
相關資料：
Video Short, (6514), 2p, by John A. Quelch, Stephen A. Greyser
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