I need help creating a thesis and an outline on What is the danger in oversimplifying the globalisation approach Would you agree with the statement that if something is working in a big way in one mar

I need help creating a thesis and an outline on What is the danger in oversimplifying the globalisation approach Would you agree with the statement that if something is working in a big way in one market, you better assume it will work in all markets Discuss it in view of the concepts of global. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. , that global strategy of a company is closely related to corporate strategy that it adopts in order to guide allocation of resources and overall business strategies for realizing broader organizational goals. In past few decades, globalization has become the most dominant concept in international marketing (Kotler, 2009).

Though this concept is still relevant, yet over past few years, it has been observed that, particularly in case of products involving taste and preferences of consumers, standardized or global strategy adopted by businesses has been less successful. Centralized decision making on part of the global companies had often led to situations, where they have lost connection with the customers. In order to rectify this situation, concept of localization in the business strategy of companies arose. This involved adapting policies of the companies so as to suit local demand and market conditions (Kotler, 2009).

This paper chooses to concentrate on the global and the local strategy adopted by businesses to expand into international markets. The paper probes the issue that following a standard global strategy for companies operating across diverse geographies may not always lead to success and they might require improvising their policies for remaining successful.

The article published by Levitt (1983) called “Globalization of Markets” had for the first time pointed out that companies have established a global market, which is particularly based on uniform products without much variation. This was the reason for which Levitt had propagated that there was no need for companies to customize products as per local customer preferences, given that world markets are heading to a convergence in the tastes. This is also economical from point of view of the company as production of standardized products lowers cost of production. Levitt had supported his view by highlighting empirical evidence from Coca-Cola, Pepsi and McDonald’s to prove his standpoint.