2023 2 Vishwanathan and Dickson s 2007 article entitled The Fundamentals Of Standardizing Global Marketing | Assignments Online

  

(2) Vishwanathan and Dickson’s (2007) article entitled “The Fundamentals Of Standardizing Global Marketing Strategy” provides additional insights into the standardization of global marketing strategy going above and beyond the views articulated by Ted Levitt over two decades ago. 

(a) Provide an ELABORATE EXPLANATION of the various sections of Vishwanathan and Dickson’s article. In your EXPLANATION be sure to expound on the three-factor standardization model that includes (1) homogeneity of customer response to the marketing mix, (2) the transferability of competitive advantage, and (3) homogeneity of economic freedom. (NOTE: EXPLAIN THE ARTICLE USING YOUR OWN WORDS. STATED DIFFERENTLY, DO NOT CUT AND PASTE SENTENCES OR ENTIRE PASSAGES FROM THE ARTICLE, WHICH WOULD CONSTITUTE PLAGIARISM.)

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(b) Explain if Vishwanathan and Dickson message is similar or dissimilar to that of Levitt? If so why? If not, why not. 

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(c) Are Vishwanathan and Dickson more correct about Standardizing Global Marketing Strategy than Levitt or vice-versa? Offer a suitable explanation in defense of your position. 

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(d) Do you agree or disagree with the Vishwanathan and Dickson contentions? If so why? If not, why not. Explain your opinion in SUBSTANTIVE DETAIL. 

(You may conduct additional research and use external sources of information to explain your answer, but be sure to cite ALL your sources of information after each answer.)

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