Market Convergence and Advertising Standardization in the European Union.

In this study, we draw on industrial organization and institutional research to explore the relationship between market convergence and standardization of advertising programs. We argue that environmental isomorphism, which maintains that the external market environment is a principal driver of firm...

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Bibliographic Details
Main Authors: Okazaki, Shintaro., Taylor, Charles R., Doh, Jonathan P.
Format: Villanova Faculty Authorship
Published: 2007
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