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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).

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).

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).

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

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.

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.

The Nature of Business Policy Business policy — or general management — is concerned with the following six major functions:

The relationship between diversification and organizational performance has been the subject of numerous studies over the years (Palepu, 1985; Rumelt, 1974). However, strategy scholars have universally defined diversification using a narrow definition, namely that corporate diversification is a function or reflection of the number of products/businesses in a firm's portfolio. The present study argues that such a definition has become outdated given the impact of international market diversification (Kim, Hwang, & Burgers, 1989; Rugman, 1979). Integrating these two views of corporate diversification, we investigate diversification‐performance differences using market‐ and product‐based measures of diversification and an international sample. Results suggest that the traditional model of diversification may not be applicable to all countries and that international differences exist.

The purpose of this paper is to analyze the market share of two competing enterprises from the perspective of consumer preferences on both of their products. For different industrial types, this paper discusses how domestic firms make decisions to compete with the multinational company based on consumer’s preferences on different types of products from different companies.

Considering the different types of equipment manufacturing industries, consumers’ differentiated preferences for Chinese domestic equipment manufacturers and multinational equipment manufacturers, as well as the uncertainty of technological level and dependence on production factor in reality, this paper introduces the interval grey number into the Stackelberg game model and analyzes the market share of two competing enterprises and the consumer preferences for both of their products based on different industrial types.

The results show that when both of the two competing firms are engaged in R&D activities, consumers prefer domestic products, and with the improvement of technological level, this preference grows stronger, but the market share of the multinational enterprise is higher than that of the local enterprises. When the two competing enterprises are engaged in manufacturing activities, consumers are more inclined to choose products of the multinational company, and with the increasing dependence on production factors, the preference becomes stronger. Meanwhile, the market share of the multinational company is higher than the local enterprise. Therefore, from the perspective of consumer preference, China’s domestic equipment manufacturing enterprises should choose technology-intensive or technology and labor-intensive industries (or dual-intensive industries).

In the context of international competition, from the perspective of consumer preference, the research on industrial selection is relatively rare, and does not take into account the influence of the uncertain influence brought by technological-level and production factor dependency. Therefore, this paper analyzes the influence of technological-level and production factor dependency on consumer preference among various types of industries. Based on the concept of consumer preference, and combining with the interval grey number, the improved grey game model is constructed to analyze the influence of the uncertainty of enterprise’s technological-level and production factor dependency on the market share of two competing companies, finally coming up with the direction into which the Chinese equipment manufacturing industries should develop.

The purpose of this paper is to present strategic responses of leading Indian pesticide manufacturers to the voice of stakeholders and regulatory authorities regarding environment friendly products and processes. The study has made a unique attempt to analyze the product portfolio of selected Indian vs multinational companies with respect to market attractiveness as well as environmental attractiveness.

A comparison of corporate, business and operational level strategies of domestic vs multinational companies impacting environment has been made by selecting two companies of each type from the industry on the basis of their turnover. The product portfolios of selected companies have been analyzed on the basis of a matrix constructed for market attractiveness and environmental attractiveness.

The study finds that both domestic and multinational companies have been making efforts to reorient their product strategy towards a relatively greener portfolio. Also, multinationals are having more environmentally safer products than their domestic counterparts. Indian firms have been catching up by acquiring brands/companies to expand/reorient their product portfolios, whereas multinationals have been adopting merger and acquisition strategies as well as launching new products using indigenous research and development of their parent companies. Related diversification is the preferred strategic move by both the groups, though in different areas.

The study classifies the products of various companies on the basis of market as well as environmental attractiveness and also recommends the strategies to manage a product portfolio. Similar kind of portfolios could be constructed and used for analyzing the product mix of firms in other sectors.

The originality of the study lies in the fact that, although the pesticide industry is very important to study from both an environmental and a strategic perspective, no effort has ever been made to study the environmental strategies of firms and also the comparison of domestic as well as multinational firms. The product portfolio based on market as well as environmental attractiveness devised in the study is novel in nature.

Print and television advertisements for American products appearing in the USA, Germany and Japan are content analysed to explore factors influencing the usage of standardised versus specialised approaches in multinational advertising. Three factors are examined: market distance, product type, and advertising medium employed. The results of this pilot study suggest that messages transferred between Western markets (such as the USA and West Germany) are more likely to be standardised than those transferred between Western and Eastern markets (such as the USA and Japan). Product type is not found to play an influential role in the degree of standardisation employed. However, standardisation is found to be significantly more common in television than in print.

Does multinational expansion affect product innovation performance? If so, does such a relationship between international diversification and performance vary depending upon the size of the firm? Focusing on the learning and experiential advantages associated with international diversification, we attempt to find answers to these critical questions from a cross‐national perspective. Based on a survey of 179 US and 250 Chinese firms, we find that international markets are important for both US and Chinese firms, but to a greater extent among US firms. The results also indicate that new product performance can vary significantly depending upon international diversity. While US firms can generally expect better new product performance with a growing level of international diversification, Chinese firms may experience deteriorating performance after a certain threshold level. Finally, the firm size effects appear to be significant among Chinese firms, but not in the US sample.

Outlines effective corporate strategy‐marketing strategy relationships in the context of a behavioural segmentation framework for competing in the global marketplace. Evaluates standard, local and regional market strategies in conjunction with cost‐based, customer‐based and innovation‐based corporate strategies. Highlights key corporate strategy‐marketing strategy combinations in a global strategic marketing decision tree. These combinations enhance an organization’s ability to compete effectively in global consumer markets. Utilizes corporate examples to emphasize the effectiveness of these combinations. The premiss of this paper is that corporate strategy drives marketing strategy. Concludes that by recognizing the complex interrelationships between corporate and marketing strategy, organizations may achieve global strategic competitiveness.

Firms in the electrical, machine tool builders, food processing equipment, and fluid power industries were surveyed concerning their export marketing policies. Except in promotion, most of these industrial firms follow a standardised marketing approach. Their export budgets are smaller than their domestic budgets. Also the firms indicated that they were only lukewarm about their overall export performance; those most satisfied with their export performance tend to be larger, more experienced in exporting, or spend equal or greater amounts on export promotion than on comparable domestic product line promotion.

The proposed approach to international segmentation capitalises on the inherent similarities across groups of consumers in different countries. By making the customers and not countries the basis of a firm's international marketing strategy, this approach not only facilitates increased consumer orientation, but also offers the potential to optimise the profits of a multinational firm at a global level.