| Tekijä: | James, W. Hill, J. |
| Otsikko: | International Advertising Message: To Adapt or Not to Adapt (That is the question) |
| Lehti: | Journal of Advertising Research
1991 : JUNE/JULY, VOL.31, p.65-71 |
| Asiasana: | INTERNATIONAL MARKETING PRODUCT IMAGE ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | A study was conducted to get subsidiary-level insights about promotional standardization-adaptation issues in consumer goods MNCs. Findings suggest that advertising standardization opportunities are most likely to happen in less affluent, perhaps developing markets, where American and foreign products are often regarded as superior to local products. |
SCIMA