Abridged Borderbuster 4/5/05

CONTENTS

If you are not a subscriber to Borderbuster, here's a glimpse of what you missed this month:

1. Welcome From The Publisher
2. Feedback From Our Readers
3. International: Opening Up An Overseas Operation*
4. Business and Cultural Tips: Have Some Fun!*
5. Should Global Brands Trash Local Favorites?*
6. How I Went Global: Ongoing Series // China Never Stops*
7. A Reader Asks: Q&A*
8. Everybody Loves a Freebie -- repeat: FREE OFFER*
9. Pecking Order*
10. Don’t Blame Trade For US Job Losses
11. Dollar’s Fall Helps Some
12. Fifth Graders Tour International Industry*
13. Laurel’s New e-Book: “GODZILLA Global Marketing!”
14. Take A Walk On The Wild Side (TAWOTWS)*
15. Wind Behind Your Sail*
16. Miscellany*

*Indicates exclusive to Borderbuster subscribers only.

Sample section:

5. SHOULD GLOBAL BRANDS TRASH LOCAL FAVORITES?
*Subscriber Exclusive*

Twenty-one years ago, Professor Theodore Levitt of Harvard Business School dropped a bombshell on the international marketing community when he published "The Globalization of Markets" in the Harvard Business Review. In his paper, Levitt argued that technology had created a world in which consumer preferences were converging, and that successful businesses would do well to market globally standardized products. Central to Levitt's argument was the idea that globalization was leading to the extinction of traditional differences in national tastes.

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