| 1. There is a movement towards a globalization of | | | | pasta eaten, and these differences are unlikely to be |
| markets, as the tastes and preferences of | | | | eliminated any time soon. Hence, often there is still a |
| consumers in different nations are beginning to | | | | need for marketing strategies and product features |
| converge upon some global norm. The global | | | | to be customized to local conditions. |
| acceptance of Pepsi Cola, Levi's jeans, Sony | | | | 2. There is a movement towards a globalization of |
| Walkmans, and McDonald's hamburgers are all | | | | production, as firms disperse parts of their production |
| examples. Yet there are still significant differences - | | | | processes to different locations around the globe to |
| Germany still leads in per capita beer consumption, | | | | take advantage of national differences in the cost |
| with a local pub on almost every corner and in some | | | | and quality of factors of production. The examples of |
| cities, women selling beer out of their front windows | | | | Boeing and Swan Optical illustrate how production is |
| to passers by on the street. The French lead in wine | | | | dispersed. While part of the rationale is based on |
| consumption, and the consumption of wine is a | | | | costs and finding the best suppliers in the world, |
| natural part of life anywhere in France. Italians lead in | | | | there are also other factors. |