International advertising standardization/adaptation has been a dominant area in the international marketing literature. In this chapter, we explore the evolution of thought related to international advertising standardization/adaptation beginning in the 1920s. Through a stage theory historical analysis, we decompose thought in international advertising standardization/adaptation into three unique stages: (1) practitioner evolution, (2) scholarly initiation and (3) conceptual and empirical refinement. Given this approach, we contend that the factors considered in earlier stages were necessary for later development. Further and more importantly, we argue that, for the evolution of thought in relation to international advertising standardization/adaptation to evolve, researchers must begin to engage in a number of acts central to building a unified foundation. We propose a series of issues that need to be addressed in order to advance our understanding of international advertising standardization/adaptation.
Ryans, J.K., Griffith, D.A. and Jain, S. (2008), "A historical examination of the evolution of international advertising standardization/adaptation thought", Boddewyn, J.J. (Ed.) International Business Scholarship: AIB Fellows on the First 50 Years and Beyond (Research in Global Strategic Management, Vol. 14), Emerald Group Publishing Limited, Bingley, pp. 279-293. https://doi.org/10.1016/S1064-4857(08)00009-0
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