do you believe the round world or flat world concept best describes the state of global markets

We have discussed the ideas of the round world, where according to Ghemawat (Redefining Global Strategy) differences such as individual taste or market culture, are still important in product marketing; and the flat world, where we will sell “the same things, the same way, everywhere” according to Theodore Levitt (The Globalization of Markets) and Thomas Friedman (The World is Flat: A Brief History of the Twenty-First Century), a global, web-enabled platform where distance no longer matters. Which do you think is MOST correct, and why?

Source: Fundamentals of Global Strategy, Chapter 1

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