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Multinationalism is a way of thinking that dictates that firms operating in many diverse places must adjust their products and practices in each-a costly practice. According to Levitt, "multinational companies that concentrated on idiosyncratic consumer preferences have become befuddled and unable to take in the forest because of the trees.,, 1 in their eagerness to tailor their marketing mix strategy to many distinct markets, managers who espouse a philosophy of multinationalism are likely to miss the great benefits of product and technique standardization. National and/or regional differences are mistakenly viewed by such managers as constraints or invariants that must be accommodated and not tampered with.
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