Who standardizes advertising more frequently, and why do they do so? A comparison of U.S. and Japanese subsidiaries' advertising practices in the European Union.

This study reports the results of a survey of executives of subsidiaries of Japanese and U.S. firms operating in the European Union (EU). The fundamental issues addressed are the degree to which firms perceive EU national markets as similar, the degree to which firms use standardized advertising acr...

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Bibliographic Details
Main Authors: Taylor, Charles., Okazaki, Shintaro.
Format: Villanova Faculty Authorship
Language:English
Published: 2005
Online Access:http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178953