The globalisation of markets refers to the formation of separate nations into one global market, this occurs when cultural differences are put aside and standard products are distributed globally. Companies begin to standardise products. Standardisation leads to a global market, this is evident when we look at companies like McDonalds and Coca Cola. An economic writer states that the major driving force behind globalisation is technology, everyone in isolated and impoverished areas now wants ‘modernity’s allurement’ (Levitt, 1983).