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Article
Publication date: 1 August 1996

Greg Harris

Reports on a study which investigated why multinational companies standardize the advertising executions deployed throughout the various national markets in which they operate…

3952

Abstract

Reports on a study which investigated why multinational companies standardize the advertising executions deployed throughout the various national markets in which they operate. Economies of scale and belief in international consumer and market convergence were found to be of less influence than had been indicated in prior studies. Rather the indications were that policy on international advertising is influenced by a broad range of organizational and strategic issues, particularly a perceived need for increased central control over the marketing policies of the national subsidiaries. In some instances it could be argued that standardization is a consequence, or even a means of, increased central control, rather than resulting from detailed analysis of the specific costs and benefits of standardization. Also finds that there are many forms of standardization and the motives of the sampled companies concerned varied to some extent, according to the form and degree of standardization practised.

Details

Management Decision, vol. 34 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Open Access
Article
Publication date: 15 December 2022

Michael Funke

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

Abstract

Purpose

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

Design/methodology/approach

A qualitative analysis of business association sources is used to explore the institutional development of international advertising.

Findings

A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.

Research limitations/implications

While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.

Practical implications

By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.

Originality/value

The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.

Article
Publication date: 22 February 2011

Leonidas C. Leonidou, Constantinos N. Leonidou, Dayananda Palihawadana and Magnus Hultman

Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green…

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Abstract

Purpose

Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green advertising practices of international firms over a 20‐year period.

Design/methodology/approach

The study identifies 473 international green advertisements during the 1988‐2007 period and content‐analyses them on five major axes: advertiser profile, targeting features, message aspects, copy characteristics, and situation points.

Findings

The content analysis reveals significant trends in all major areas examined and identifies important interaction effects between certain dimensions of green advertisements.

Research limitations/implications

The findings could be augmented by combining them with changes in the external environment, input from consumers about advertising effectiveness, the views of advertisers and advertising agencies, and secondary data referring to the performance of the specific company/product advertised.

Originality/value

Green advertising research mainly focuses on domestic rather than international advertisements; examines important issues in isolation from other issues; partially analyses message, copy, and situation characteristics; and covers a short period. This study fills these gaps by systematically evaluating international green advertisements over a long period and using an integrated framework of analysis that is based on the extant literature. It also explores potential interaction effects between key dimensions describing these advertisements.

Details

International Marketing Review, vol. 28 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 25 May 2012

Fernando Fastoso and Jeryl Whitelock

The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that multinational…

3388

Abstract

Purpose

The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that multinational enterprises (MNEs) can use to implement such strategies and second by drawing on contingency theory to develop and test hypotheses relating to how environmental factors and company characteristics affect such implementation.

Design/methodology/approach

Hypotheses are tested using web‐survey data obtained from 182 Latin American managers based in the Mercosur trading bloc.

Findings

Findings show that the choice of implementation process option is contingent on the environmental factor, cultural homogeneity and the company characteristics subsidiary size and MNE country‐of‐origin, yet not on regional economic integration.

Research limitations/implications

This exploratory study contributes to advertising theory by offering an alternative approach to the consideration of the international advertising standardization question that focuses on the implementation of strategies rather than on their development. The findings further confirm the theory of regional multinationals in the context of international advertising decisions.

Practical implications

The study presents practitioners with four distinct approaches to implementing their international advertising strategies as well as with clear guidelines as to how managers should implement those strategies depending on the specific benefits of standardization they want to achieve.

Originality/value

To the knowledge of the authors, this study is the first to specifically address the implementation of international advertising strategies.

Article
Publication date: 26 October 2012

Jing Jiang and Ran Wei

The purpose of this research is to study creative strategy and execution as opposed to all elements of marketing and advertising standardization. It explores the standardization…

12468

Abstract

Purpose

The purpose of this research is to study creative strategy and execution as opposed to all elements of marketing and advertising standardization. It explores the standardization model (e.g. global, glocal, local, and single case strategy) by examining the international advertising strategies that multinational corporations (MNCs) from North America, Europe, and Asia used in their advertising campaigns targeting two culturally different markets: the United States and China.

Design/methodology/approach

A content analysis of 210 print advertisements compares the extent of standardization in creative strategy and execution across product country of origin (Japan, Korea, Belgium, France, Germany, Great Britain, the Netherlands, Sweden, Switzerland, and the United States). Western versus non‐Western cultural cues are also coded and examined.

Findings

Overall, MNCs are more likely to adopt the glocal strategy than any other strategies in their international campaigns. Specifically, EU‐based MNCs tend to pursue the global strategy, whereas the North America‐based MNCs seem to favor the glocal strategy and Asia‐based MNCs tend to use local strategy. Western and non‐Western cultural values are found to manifest in the American and Chinese ads similarly, indicating a trend of increasing similarity in international advertising in face of global consumer culture.

Research limitations/implications

The results of this content analysis provide a fuller picture in understanding the long‐standing issues of standardization in international advertising because of an approach to analyze creative strategy separately from execution. However, content analysis is inherently limited in inferring causality between observed patterns and mechanisms/variables that account for the patterns. Also, the time frame for sample selection, which is set as a year prior to the 2008 global financial crisis, is another limitation of the study.

Practical implications

There is an ongoing trend of using “one‐creative, multiple‐execution” strategy in international advertising. MNCs may distinguish advertising creative strategy from execution when developing their international advertising campaigns.

Originality/value

First, this study addresses the issue with a clear conceptual definition of standardization and differentiates the strategic and tactic standardization. Second, this is the first attempt to explore the standardization model using a sample of 51 multinational brands from North America, Europe, and Asia. The authors find that MNCs are practicing some standardization advertising strategy, but to varying degrees. Third, this study identifies and empirically tests two external factors – culture and convergence of external markets – that influence standardization.

Article
Publication date: 1 August 1997

Nikolaos Papavassiliou and Vlasis Stathakopoulos

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…

29624

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.

Details

European Journal of Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 February 2003

Greg Harris and Suleiman Attour

After over three decades of debate, the issue of international advertising standardisation versus adaptation has not resulted in clear conclusions. Previous research indicated…

8839

Abstract

After over three decades of debate, the issue of international advertising standardisation versus adaptation has not resulted in clear conclusions. Previous research indicated that the practice of total standardisation was the exception rather than the rule. Therefore, it became apparent that analytical focus should be placed more firmly on modified forms of standardisation. To this end, a highly sensitive and objective model was developed and used to obtain detailed and precise comparisons between advertisements deployed in different national markets. The results of this study demonstrate that “standardisation” is a flexible policy that can be adapted to a range of circumstances and differing market conditions and not a niche policy that is only suitable for certain types of brands in certain types of market. The study also suggests that rather than focusing on the benefits of total adaptation or total standardisation, the debate should focus more on the benefits applicable to the exact forms of standardisation practiced.

Details

European Journal of Marketing, vol. 37 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 November 2015

Ali Kanso, Richard Alan Nelson and Philip James Kitchen

This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising

1328

Abstract

Purpose

This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major obstacles that impede advertising standardization and examining linkages between the use of creative approaches (standardized vs localized) and firms ' length of business and sales volume.

Design/methodology/approach

Using a descriptive approach and rigorous sample, the authors surveyed international advertising managers of US firms selling consumer services. A 57 per cent response rate provided the basis for testing two research questions and two hypotheses.

Findings

US firm headquarters tend to lean more toward the use of prototype standardization than pattern standardization. The major impediments of standardized campaigns are perceived to be cultural differences, alternatives in consumer lifestyles, language diversity, variations in worldwide market infrastructure and government regulations.

Research limitations/implications

While demonstrating correlations in some areas, the authors offer some suggestions for future investigation of this important topic. By focusing on services marketing, the study does contribute to the extant discussion concerning advertising standardization/localization from the context of US-based services businesses marketing internationally.

Practical implications

The outcomes indicate that established business firms and firms with large sales volumes, compared to younger business firms and firms with small sales volumes, are more likely to use the standardized advertising approach than the localized approach.

Originality/value

The paper offers new insights into the standardized/localized debate where advertising researchers have tended to overlook the significance of service businesses in the international context.

Details

International Journal of Commerce and Management, vol. 25 no. 4
Type: Research Article
ISSN: 1056-9219

Keywords

Article
Publication date: 27 February 2007

Michelle R. Nelson and Hye‐Jin Paek

This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea…

17174

Abstract

Purpose

This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea, Thailand, and USA).

Design/methodology/approach

A content analysis of advertisements in local editions of Cosmopolitan magazine compares the extent of standardization in execution elements (advertising copy, models) across product nationality (multinational, domestic) and category (beauty, other).

Findings

Local editions deliver more multinational than domestic product ads across all countries, except India. Overall, multinational product ads tend to use standardized strategies and tactics more than domestic product ads, although this propensity varies across countries. Beauty products (cosmetics, fashion) are more likely to use standardized approaches than are other products (e.g. cars, food, household goods).

Research limitations/implications

The research only examines one type of magazine and for one type of audience.

Practical implications

A global medium such as Cosmopolitan offers international advertisers an opportunity to reach a shared consumer segment of women with varying degrees of standardization, and that even in Asian countries, some standardization is possible.

Originality/value

This is the first multi‐country study to examine advertising executions for global advertising strategy within a transnational media brand. Unlike previous studies that advise against global strategy in Asia, we find that contemporary advertisers are practicing some global advertising strategies, but to varying degrees.

Details

International Marketing Review, vol. 24 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 18 September 2007

Fernando Fastoso and Jeryl Whitelock

This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to…

6756

Abstract

Purpose

This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research in this area.

Design/methodology/approach

Content analysis of academic papers published in major marketing, advertising and international business journals.

Findings

Results show that overall future research would benefit from a unified definition of and measurement procedures for advertising standardisation as only these can ensure the advancement of knowledge in the field. Additionally, more research is needed in order to further explore process issues in advertising standardisation, especially a newly proposed perspective related to the implementation process of the standardisation decision. Finally, an interesting avenue for future research relates to the study of the subjectivity involved in the standardisation decision.

Research limitations/implications

As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of knowledge in the area.

Originality/value

This paper appears to be the first literature review focusing on manager studies in the field of IAS.

Details

International Marketing Review, vol. 24 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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