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Strategic regionalization in marketing campaigns: Beyond the standardization/glocalization debate
16 references·1 citing·37 second hop
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References

  • 1995Glocalization: Time-Space and Homogeneity-Heterogeneity3,826 cited
  • 1983THE GLOBALIZATION OF MARKETS3,411 cited
  • 2004A perspective on regional and global strategies of multinational enterprises1,662 cited
  • 2002Recentering Globalization719 cited
  • 1998The McDonaldization Thesis: Explorations and Extensions375 cited
  • 1999The McDonaldization Thesis: Explorations and Extensions232 cited
  • 2001McDonald’s: “think global, act local” – the marketing mix118 cited
  • 2017Golden Arches East: McDonald's in East Asia93 cited
  • 1991Advertising International: The Privatisation of Public Space91 cited
  • 2014Handbook of Cross-Cultural Marketing86 cited
  • 1997Advertising in Asia: Localize or Regionalize?79 cited
  • 2004Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble68 cited
  • 1996Think and Feel Country Clusters: A New Approach to International Advertising Standardization55 cited
  • 1991Can Advertising be Standardized Among Similar Countries? A Cluster-Based Analysis55 cited
  • 1994Transnational Advertising Development and Management: An Account Planning Approach and a Process Framework33 cited

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  • 2004Globalization, Supranational Institutions, and Media28 cited
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    • 2019Glocalization and international news-photo production: News images from Israel made for global news markets6 cited