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...

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Bibliographic Details
Main Authors: Okazaki, Shintaro., Taylor, Charles., Zou, Shaoming.
Format: Villanova Faculty Authorship
Language:English
Published: 2006
Online Access:http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178806