Holdings: Market Convergence and Advertising Standardization in the European Union.

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...

Bibliographic Details
Main Authors:	Okazaki, Shintaro., Taylor, Charles R., Doh, Jonathan P.
Format:	Villanova Faculty Authorship
Language:	English
Published:	2007
Online Access:	http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:175811

Main Authors:

Okazaki, Shintaro., Taylor, Charles R., Doh, Jonathan P.

Format:

Villanova Faculty Authorship

Language:

English

Published:

2007

Online Access:

http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:175811

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Market Convergence and Advertising Standardization in the European Union.

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Market Convergence and Advertising Standardization in the European Union.

Internet

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