Abstract
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.
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Dixon, D.F., Sybrandy, A. (2015). The Globalization of Markets: Is Convergence A Myth?. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_115
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DOI: https://doi.org/10.1007/978-3-319-17356-6_115
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