... as one 'which is concerned with integrating or standardising marketing actions across different geographic markets'( Kotler et al 2005) Levitt thus distinguishes between a global corporation and a multi-national by highlighting the 'resolute consistency' of the former as it 'sells the same things in the same way everywhere' as opposed to 'operating in a number of countries and adjusting its products and practices in each at high relative cost'. Hence for Levitt the fundamental difference between the two is product standardisation. Accordingly, 'gone are accustomed differences in national or regional preferences'2, as 'worldwide communication carry everywhere the constant drumbeat of modern possibilities to lighten and enhance work, raise living standards, divert and entertain' thus the products and methods of the industrialised world play a single tune for all and the world eagerly dances to it'2 Hence, less industrialised nations are under the influences of western styles and tastes, the adoption of ...

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