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THE COMPANY OF THE FUTURE, ACCORDING TO LEVITT (1983) WILL BE A GLOBAL COMPANY THAT VIEWS THE WORLD AS ONE MARKET

TO WHICH IT SELLS A GLOBAL PRODUCT" (GHAURI AND CATEORA, 2014: P17). PLEASE DISCUSS AND DEBATE THIS STATEMENT ARISING FROM LEVITT'S DISCUSSION ON THE GLOBALIZATION OF MARKETS WITHIN THE CONTEXT OF INTERNATIONAL MARKETING AND USE EXAMPLES TO SUPPORT YOUR ANSWER.

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Theodore Levitt was an economist and a professor at the HBS (Harvard Business School). He coined the term 'globalization' in... View the full answer

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