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Global Advertising: Issues and Practices

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1995Global Scan: The Globalization of Advertising Agencies, Concepts, and Campaigns99 cited
2004Standardized vs. specialized international advertising campaigns: What we have learned from a academic research in the 1990s45 cited
2011The Tension between Strategy and Execution: Challenges for International Advertising Research43 cited
2012Vanishing acts41 cited
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2007A Meta-Analysis of Studies on the Determinants of Standardization and Localization of International Marketing and Advertising Strategies35 cited
2013Assessing the cross-cultural applicability of tailored advertising34 cited
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2001Targeting women in German and Japanese magazine advertising: A difference‐in‐differences approach20 cited
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2007Advertising in Czech and French Magazines9 cited