Understanding the contemporary advertising environment: Is glocal the most effective strategy?

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The issue of advertising standardization is of increasing importance for international marketers in the era of global marketing and branding. In their study, Jiang and Wei show that the majority of the MNCs in their sample standardized the creative strategy for the sake of having a unified voice or a consistent branding effect. This outlines a trend of the “one‐creative, multiple‐execution” strategy gaining momentum in international advertising.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "Understanding the contemporary advertising environment: Is glocal the most effective strategy?", Strategic Direction, Vol. 29 No. 2, pp. 10-12. https://doi.org/10.1108/02580541311297994