In a classic Harvard Business Review article, the late Theodore Levitt (1983, p. 92) lyrically expressed his views on the globalization of world markets : “A powerful force moves the world toward a convergent common point, and that force is technology. It has proletarianized communication, transportation and travel… The result is a new commercial reality – the emergence of global markets for standardized consumer products on a scale previously unimaginable… Gone are the usual differences in national or regional preferences… The globalization of markets is within reach. With this, the multinational business world comes to an end, as does the multinational corporation… The multinational corporation operates in a number of countries and adjusts its products and practices to each – at high relative costs. The global enterprise operates with single-minded coherence – at relative low cost – as if the entire world were a single entity; he sells the same things in the same way everywhere... Commercially, nothing confirms this as much as the success of McDonald's on the Champs Elysées in Ginza, of Coca-Cola in Bahrain and Pepsi-Cola in Moscow, and of Greek rock music. salads, Hollywood films, Revlon cosmetics, Sony television and Levi's jeans everywhere. » Although reasonably strong and evident throughout the world today when it comes to various industrial commodities, Levitt's argument seems exaggerated as many scholars agree (Douglas and Wind, 1987; Bartlett and Ghoshal, 1989). Even a company like McDonald's, cited by Levitt as an example of a company that sells a standardized product around the world, changes its menu from country to country in order to adapt to local tastes and preferences. In Spain, for example...... middle of paper ......re-more-than-a-total-market-strategy/ [Accessed December 28, 2013]McDonald's Europe Local Menu Items (2013) [ online]. Available at: http://www.mcdpressoffice.eu/downloads/local_menu_items.pdf [Accessed December 27, 2013]Nestlé annual results (2013) Fiscal year 2012: good performance in all areas, Nestlé model delivered again [online] . Available at: http://www.nestle.com/media/pressreleases/allpressreleases/full-year-results-2012 [Accessed January 3, 2014] Ramos, J. (2013) El futuro de las sales del IPhone en España pasa by El Corte Inglés [online]. Available at: http://www.isenacode.net/2013/11/el-futuro-de-las-ventas-del-iphone-en.html [Accessed 28 December 2013] Ricks, DA (1983) Big Business Blunders : Mistakes in multinational marketing. Homewood, Illinois: Dow Jones-IrwinWorld Trade (2005) How Levi Strauss Rekindled the Appeal of Brand America, p.28