Essays about: "Theodore Levitt"

Found 2 essays containing the words Theodore Levitt.

1. 1. A Discussion of Globalization Theories - Through International Consumer Perceptions

   University essay from Företagsekonomi

   Author : Aidan Kelly; Inga Köpsell; [2010]
   Keywords : Globalization; Segmentation; Consumer Perception; Perceived Quality; Quality;

   Abstract : Globalization has developed more and more within the business world as well as private life during the last decades. Globalization has influenced the way companies are conducting business and their approach towards the consumers which can have an influence on their way of purchasing. READ MORE

3. 2. The Levity of Homogenisation of Taste - A Critical Inquiry into the Standardisation Construct

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johan Grundberg; Andreas Malmgren; Cecilia Cassinger; [2003]
   Keywords : homogenisation; hegemonisation; taste; Theodore Levitt; perception; meaning; modernity; consumption; standardisation; Management of enterprises; Företagsledning; management; Business and Economics;

   Abstract : For decades, Theodore Levitt's notion of the homogenisation of consumer taste, as a consequence of globalisation, has been used in the marketing literature to legitimise standardisation as global strategy. Levitt's notion of homogenisation of taste refers to a worldwide desire for modern, low priced, world-standard and dependable products from the modern, and primarily western, world. READ MORE