Abstract:

The growth in international research fuelled by globalisation, multi-trading, and ICT is well-documented. Levitt's classic thesis on globalisation and market homogenisation has been tempered by increased concern with diversities and cultural differences and people's wishes for personalisation and individualism. But the spread of free market economies throughout the world, the technological ability to conquer time and space, and the fact that all the most valuable brands are marketed internationally, means that international research will continue to expand.