Advertising standardization's positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance.
Building on Zou and Cavusgil's (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advert...
| Main Authors: | , , |
|---|---|
| Format: | |
| Language: | English |
| Published: |
2006
|
| Online Access: | http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178806 |