Abstract:The most recognized theories in marketing were mostly written by authors from the Global North, who were revered within the field for their ideals. Among these, one that deserves to be highlighted is Theodore Levitt, with the theory of globalization of markets, which is considered relevant to this day. However, when analyzing the theory of globalization of markets and the interpretations made about it through a decolonial perspective from Latin America, one can see how much it reproduces coloniality. Therefore… Show more
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