Standardization versus adaptation of international advertising strategies: Towards a framework

Nikolaos Papavassiliou (Department of Management Science and Marketing, Athens University of Economics and Business, Athens, Greece)
Vlasis Stathakopoulos (Department of Management Science and Marketing, Athens University of Economics and Business, Athens, Greece)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 August 1997

Abstract

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

Keywords

Citation

Papavassiliou, N. and Stathakopoulos, V. (1997), "Standardization versus adaptation of international advertising strategies: Towards a framework", European Journal of Marketing, Vol. 31 No. 7, pp. 504-527. https://doi.org/10.1108/03090569710176646

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Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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