Theodore Levitt

The global competitor will seek constantly to standardize its offering everywhere. It will digress from this standardization only after exhausting all possibilities to retain it, and will push for reinstatement of standardization whenever digression and divergence have occurred. It will never assume that the customer is a king who knows his own wishes.

…The global corporation accepts for better or for worse that technology drives consumers relentlessly toward the same common goals-alleviation of life’s burdens and the expansion of discretionary time and spending power.

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