Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
36FC
Gl
Globalization of Markets
Family
15. Global Marketing Strategy (VI · Context)
Era
Period 3: Competitive Advantage, 1980s
Block
FC · Formulation, content
Tier
Landmark
Cell card
Description
Levitt argued that technology was homogenizing markets worldwide and that global corporations should sell standardized products across countries to exploit economies of scale, a thesis that defined the global strategy debate.
Managerial Implications
Technology and travel converge preferences, so standardized global offerings can win on cost and quality where local adaptation adds little value. Levitt overstated convergence, but the strategic question stands: which elements of the offering can be global platforms and which must be local? Build globally scalable cores and adapt at the edges, and resist local requests that add cost without adding sales.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
