Tectonic plates

Lewis, Elen
March 2005
Brand Strategy;Mar2005, Issue 190, p3
Trade Publication
The article focuses on one of the most important stories of the present generation. Almost two out of every five people on the planet are Chinese or Indian. China alone has more people than Latin America and sub-Saharan Africa combined. The economic rise of Asia's giants is eclipsing generations of domination by the Europeans and their colonial off shoots. This is one reason why globalization, as outlined by Theodore Levitt in 1983, is unraveling. It's not simply that local markets don't always embrace global brands; it's also that the power bases in the world are slowly shifting like tectonic plates.


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