Multinational versus global marketing (MC, unit 3)

International/multinational - see fundamental difference between market it serves. Tends to act through subsidiaries.

Global marketing - standardises worldwide (but still recognises some need for local adaptations). Objective is to find group of buyers with similar needs worldwide.

Theodore Levitt argues in 93 that shared technology is driving the world towards 'a convergence commonality'. Exposing people to same messages moves towards common point. This enhances potential for product reach.

recent book 'Globality' by Hal Sirkin sees move towards genuinely global companies positioned in developed & developing world. Learn from multinationals like unilever who understand need for adaptation hence success of Hindustan Lever Limited which understand local need.

BUT conversely shift from mass to unique hence the surge in niche or even one-of-a-kind products and services.