4. On the Global Marketplace - a. Defend, reject or modify each of Levitt's bold assertions below on the nature of the global firm. Be specic in your response demonstrating a command of your understanding of Levitt's argument. i. The world's needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation absolute. ii. Technology drives consumers relentlessly toward the same common goals - alleviation of life's burdens and expansion of discretionary time and spending power. iii. Cultural preferences follow one of two paths: they eventually lose relevance to economic decision making, or they diffuse to other groups and become the substance of global trends. b. In Holt, et al's How Global Brands Compete, the authors introduce the 'dimensions of global brands' and the 'global consumer segments' . Identify and discuss these 'dimensions' and 'segments' as their answer to global brand competition. c. Lastly, what is globalization - what's all the fuss