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The multinational corporation operates in a number of countries, and adjusts its products and practices in each- at high relative costs. The global corporation operates with resolute constancy – at low relative cost – as if the entire world (or the major regions of it) were a single entity; it sells the same thing in the same way everywhere...
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Levitt argues that which strategy is better, is not a matter of opinion but of necessity. Worldwide communications carry everywhere the constant drumbeat of modern possibilities to lighten and enhance work, raise living standards, divert, and entertain. It is evident that the ubiquity of the desire for the most advanced things that the world makes and sells – goods of the best quality and reliability at the lowest price, has become global...
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