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The perennial issue of adaptation or standardization of international marketing communication: organizational contingencies and performance
This study investigates the standardization/adaptation issue in international advertising from an organizational perspective, introducing two variables: knowledge of local market conditions at the center (exporter/headquarters level) and headquarters' influence on local marketing decisions. One-hundred-and-fifty Norwegian exporters were interviewed by mail on their experience in this respect. The results reveal that the two dimensions indeed have some impact on how firms develop their international marketing strategies. Knowledge of local market conditions seems to play an overriding role, leading to a more standardized approach by firms. Not surprisingly, centralized decision power seems to lead to more negative reactions at the intermediary level. In contrast, firms that have a more relaxed stance on the standardization issue and leave the marketing decisions to the local representatives seem to have better relations with these representatives than do other firms. Implications for global brand management and research are discussed.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Performance evaluation Exports Advertising Organizational behavior Statistical analysis Standardization Market strategy studies International markets |
| ISBN/ISSN | 1069031X |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |