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A Model of Advertising Standardization in Multinational Corporations · Study

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ArticleA Model of Advertising Standardization in Multinational Corporations

Michel Laroche2001

Article2001

A Model of Advertising Standardization in Multinational Corporations

Michel Laroche · V. H. Kirpalani · Frank Pons · Lianxi Zhou

132 citations·0/0 files stored·Journal of International Business Studies

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International Business and FDI Marketing and Advertising Strategies International Student and Expatriate Challenges

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 132 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991Structural Equations with Latent Variables.1998Issues and opinion on structural equation modeling 1989Evaluation of goodness-of-fit indices for structural equation models.1991The use of lisrel in validating marketing constructs 1989Single Sample Cross-Validation Indices for Covariance Structures 1989Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities 1989Standardization of International Marketing Strategy: Some Research Hypotheses

Cited by

2012Marketing Strategies for Foreign Expansion of Companies Originating in Small and Open Economies: The Consequences of Strategic Fit and Performance 2003Conditions influencing headquarters and foreign subsidiary roles in marketing activities and their effects on performance 2012A contingency approach to international marketing strategy and decision‐making structure among exporting firms 2007Marketing mix standardization in multinational corporations: A review of the evidence 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 2004Exploring the Marketing Program Antecedents of Performance in a Global Company 2007Market convergence and advertising standardization in the European Union 2014Integration and responsiveness in subsidiaries in emerging economies

Details

Year2001

Typearticle

Published2001-06-01

VenueJournal of International Business Studies

ISSN-L0047-2506

Languageen

Citations132

Files0 public / 0

ShelfInternational Business and FDI

Identifiers

doi10.1057/palgrave.jibs.8490951

openalex_workW2039890896

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