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Advertising standardization in multinational corporations · Study

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ArticleAdvertising standardization in multinational corporations

Saeed Samiee2003

Article2003

Advertising standardization in multinational corporations

Saeed Samiee · Insik Jeong · Jae Hyeon Pae · Susan H.C. Tai

62 citations·0/0 files stored·Journal of Business Research

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International Business and FDI Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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References

1977Estimating Nonresponse Bias in Mail Surveys 2018Culture's Consequences 1987Competition in Global Industries 1990Managing across Borders: The Transnational Solution 1988The Multinational Corporation's Degree of Control over Foreign Subsidiaries: An Empirical Test of a Transaction Cost Explanation 1989Standardization of International Marketing Strategy: Some Research Hypotheses 1992The Influence of Global Marketing Standardization on Performance 1998The Impact of Culture on the Strategy of Multinational Enterprises: Does National Origin Affect Ownership Decisions?

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2006Who Standardizes Advertising more Frequently, and Why Do They Do So? A Comparison of U.S. and Japanese Subsidiaries’ Advertising Practices in the European Union 2007Market convergence and advertising standardization in the European Union 2007International advertising strategy: the standardisation question in manager studies 2010Regionalization vs. globalization in advertising research: Insights from five decades of academic study

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2010Regionalization vs. globalization in advertising research: Insights from five decades of academic studyarticle · 14 shared references 2004Trends and Development in Standardization Adaptation Researcharticle · 14 shared references 2009Structure of marketing decision making and international marketing standardisation strategiesarticle · 13 shared references 1998Standardization vs globalization: a new perspective of brand strategiesarticle · 12 shared references 2005An investigation of crossmarket standardisation strategiesarticle · 11 shared references 2007Multinational corporations and the challenge of global advertisingarticle · 10 shared references

Details

Year2003

Typearticle

Published2003-06-21

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations62

Files0 public / 0

ShelfInternational Business and FDI

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doi10.1016/s0148-2963(01)00291-0

openalex_workW1501155008

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