Globalisation vs. Localisation of Marketing 30 years after Theodore Levitt. Analysis Survey and Comparison of the German and Turkish skincare markets

Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 University of Applied Sciences Nuremberg language: English abstract: The Earth is round but for most purposes it's sensible to treat it as flat.The quote above is a part of Theodore Levitt's 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 Levitt's arguments in The Globalisation of Markets 35 years after it is published is researched using the example Germany and Turkey's 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.