Of course, large companies operating in a single nation or even asingle city don't standardize everything they make, sell, or do. Theyhave product lines instead of a single product version, and multipledistribution channels. There are neighborhood, local, regional,ethnic and institutional differences, even within metropolitanareas. But although companies customize products for particularmarket segments, they know that success in a world with homogenizeddemand requires a search for sales opportunities in similarsegments across the globe in order to achieve the economies of scalenecessary to compete.
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