Globalisation vs. Localisation of Marketing 30 years after Theodore Levitt. Analysis

Masters Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Nuremberg, language: English, abstract: "The Earth is round but, for most purposes, its sensible to treat it as flat." The quote above is a part of Theodore Levitts iconic article "The Globalisation of Markets", published in May 1983. Since it was published, it has been the focus of many discussions, with both protagonists and antagonists. In this thesis, the validity of Levitts arguments in "The Globalisation of Markets", 35 years after it is published, is researched using the example Germany and Turkeys skin care industry. This research was conducted with the combination of existing literature and research, as well as an empirical survey. The current situation of the skin care market in Germany and Turkey was reviewed through various channels. After the literature review, the findings were supported with the cultural identification model "Dimensions of Behaviour", developed by Richard Lewis, and compared to the results achieved by two surveys conducted in Germany and Turkey.