Based on the evolution of international marketing since Levitt's article "The Globalization of Markets" published in 1982 and on what you have learned in this course, what do you think the next 20 years of international marketing will look like?

Here are some questions to help you structure your answer:

a) Which countries are likely to be hot spots? (a keyword might be: "Third Wave", then if we are talking about a "third wave," what are the first and second waves?)

b) Do you expect a divergence or convergence in consumer preferences? (With that in mind, how about the relevance of CAGE framework? Will it still be a useful tool?)

c) Based on your thoughts on divergence and convergence, do you think the companies will move towards more adaptation or standardization?

d) How can a non-global company survive global competition?