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| Author: | Papavassiliou, N. Stathakopoulos, V. |
| Title: | Standardization versus adaptation of international advertising strategies: Towards a framework |
| Journal: | European Journal of Marketing
1997 : VOL. 31:7, p. 504-527 |
| Index terms: | ADVERTISING INTERNATIONAL MARKETING STANDARDS STRATEGY |
| Language: | eng |
| Abstract: | The issue of advertising standardization has ignited a lively and heated debate in the international marketing literature. The decision whether to standardize or not can't be considred a dichotomous one. This study develops a comprehensive framework to capture the relevant factors to determine the selection of appropriate international advertising strategies and tactics. The sets of factors - local, firm, intrinsic - which influence international advertising decisions, are identified. It is proposed that the standardization and adaption of international advertising strategies represent the polar ends of a continuum of transitional stages. The ways and the degree to which international advertising strategies can be adapted to different situations, are discussed. |
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