Quality in Grocery Retailing
International Marketing Research
Mattel Plans to Double Sales Abroad
Social Expressions/Greeting Card Industry
How Americans Win in Asia
Serving Global Customers
Myth and Marketing in Japan
International Brand-Name Standardization/Adaptation: Antecedents and Consequences
MICFIAEL G. HARVEY
POINT OF VIEW:
A MODEL TO DETERMINE
STANDARDIZATION OF THE
ADVERTISING PROCESS IN
MICHAEL G. HARVEY holds
the Puterbaugh Chair of
American Free Enterprise in
the College o* Business Adminislration at the University
ot Okiahoma Dr Harvey's
Standard vs. local(refer to book pg no.407)
1. Attitudes towards advertising in general are important to assess as they have been shown to influence attitudes toward advertisements, brands and purchase intent.
Businesses need to have a presence everywhere and yet limited resources only allow for some...
recent years, considerable attention has been focused on the debate over global versuslocalized marketing strategies for firms competing in international markets. In this assignment, we are going to analyze the debate over global versuslocalized marketing from a cross-cultural consumer behavior perspective...
EXECUTIVE SUMMARY One of the most complex challenges that multinational corporations (MNCs) face is harmonizing the opposing forces of standardization versus localization. Based on a large-scale survey of headquarters (HQs) and subsidiaries of American, Japanese and German MNCs, we provide evidence that...
Introduction p 2-3
Elaborate Topic P 4–5
Local Advertising P 6–15
Global Advertising P 16–22
Advertising of global and local mix
Effective advertisement global or local?
Advertisement, every time when we switch on TV or...
Standardization of advertising
Standardization versus adaptation of international advertising, questions regarding how to quantify the degree of advertising standardization remains. Existing approaches take an advertiser's or marketer's perspective. However, this one-sided perspective is insufficient...
environment. This article will discuss the possibility of standardizing marketing programs and the factors influencing the process of cost lessening, as they apply to the case of Slovenian firms.
The literature in this area broadly examines the numerous variables that affect standardization...
4P’s AND CULTURAL DIFFERENCES
PRODUCT Names, flavours, aromas, strengths, packaging, labelling, colours
PROMOTION Customs, symbols, language and advertising practices
PRICE Marketability of larger sizes, in some countries people do not spend extravagantly on unnecessary or luxurious products...
Cross-cultural marketing and advertising research reveal important influences of culture on the global consumption of the Internet and its World Wide Web. The prevailing concepts of culture in this field of research—drawn mostly from the models of Geert Hofstede and Edward T. Hall—are discussed...
Standardization and Adaptation in Television Advertising
Jonas Kenntoft Johan Neglén
Luleå University of Technology Bachelor thesis Industrial marketing Department of Business Administration and Social Sciences Division of Business Administration and Management
Lubliner 1993). decision that must be made is name will be standardized or market conditions. Empirical found high degrees of brand
one author this to suggest may that
As firms expand abroad, a key the degree to which the brand localized to adapt to the local studies of brand strategy have
international marketing, marketing strategies, standardization and adaptation
Purpose: Compare two strategies, standardization and adaptation, to show how companies manage cultural differences.
Method: Our research method is a descriptive one. Then, we collect data from secondary sources such as the...
content analysis of advertising in a global magazine
across seven countries: Implications for global advertising strategies
Michelle R. Nelson, Hye-Jin Paek
To cite this document: Michelle R. Nelson, Hye-Jin Paek, (2007),"A content analysis of advertising in a global magazine...
need, the standard methodology for implementing new systems. But an IT department should not be left to make, often by default, the choices that determine the impact of IT on a company’s business strategy. To help senior managers avoid IT disasters—and, more important, to help them generate real value...
figure. The paper starts by an introduction of the literature review connected to branding strategies in international markets and the factors that determine the choice of branding strategies in international markets. Section 2 & section 3 concerns with the main purpose of the report that is the branding...
development of international marketing involvement is important for two reasons. First, it helps in the understanding of how companies learn and acquire international experience and how they use it for gaining competitive advantage over time. This may help an executive better prepare for the likely change...
other EU industries.
International Marketing Environments
International marketing theory suggests that a necessary condition for a successful standardized marketing strategy is uniformity of the marketing environment. This includes harmonization of legal-regulatory issues, economics, and cultural and...