Second, and perhaps more important, is the question of whether advocates of the
standardizing approach are focusing on a long-term trend toward similarity across
cultures or are suggesting that cultures are nearly identical today. Unlike the detractors
of this approach, we believe that most advocates of global marketing have identified
a long-term trend of increasing global homogeneity along many, but not
necessarily all, dimensions. We also believe advocates are suggesting that marketers
should be aware of this trend and adapt to it when appropriate. Thus, in essence, both
sides are arguing that marketers should adapt to cultural trends, and there seems to
be little disagreement between the two positions at this level.