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Regionalization vs. globalization in advertising research: Insights from five decades of academic study

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  • Fastoso, Fernando
  • Whitelock, Jeryl
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    Abstract

    This paper is a response to calls for more research into the regional-as opposed to global-level of international business operations (Rugman and Verbeke, 2004). Focusing on a key issue in international management, the standardization decision, this paper presents a systematic review of top journal articles published over the last five decades on the subject of advertising standardization at the regional level. The results of this review demonstrate that in the last decade studies have frequently taken a regional rather than international focus of analysis, suggesting a shift in research in line with regionalization theory. However, this study also shows that research on regional standardization has lacked consistency in relation to how the phenomenon should be defined and measured. We present a conceptualization of measurement approaches to international advertising standardization, propose a typology of approaches and discuss their implications for knowledge advancement in the area.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of International Management.

    Volume (Year): 16 (2010)
    Issue (Month): 1 (March)
    Pages: 32-42

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    Handle: RePEc:eee:intman:v:16:y:2010:i:1:p:32-42

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    Related research

    Keywords: International advertising Regional advertising Advertising standardization measurement Literature review;

    References

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    1. Ricks, David A., 2003. "Globalization and the role of the global corporation," Journal of International Management, Elsevier, vol. 9(4), pages 355-359.
    2. Samiee, Saeed & Jeong, Insik & Pae, Jae Hyeon & Tai, Susan, 2003. "Advertising standardization in multinational corporations: The subsidiary perspective," Journal of Business Research, Elsevier, vol. 56(8), pages 613-626, August.
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    15. Okazaki, Shintaro & Taylor, Charles R. & Doh, Jonathan P., 2007. "Market convergence and advertising standardization in the European Union," Journal of World Business, Elsevier, vol. 42(4), pages 384-400, December.
    16. Simon Collinson & Alan M Rugman, 2008. "The regional nature of Japanese multinational business," Journal of International Business Studies, Palgrave Macmillan, vol. 39(2), pages 215-230, March.
    17. Rugman, Alan M. & Oh, Chang Hoon, 2008. "Korea's multinationals in a regional world," Journal of World Business, Elsevier, vol. 43(1), pages 5-15, January.
    18. Barbara Mueller, 1991. "An Analysis of Information Content in Standardized vs. Specialized Multinational Advertisements," Journal of International Business Studies, Palgrave Macmillan, vol. 22(1), pages 23-39, March.
    19. Boddewyn, J. J. & Soehl, Robin & Picard, Jacques, 1986. "Standardization in international marketing: Is Ted Levitt in fact right?," Business Horizons, Elsevier, vol. 29(6), pages 69-75.
    20. James J Ward, 1973. "Product and Promotion Adaptation by European Firms in the U.S," Journal of International Business Studies, Palgrave Macmillan, vol. 4(1), pages 79-85, March.
    21. G Tomas M Hult & David J Ketchen & David A Griffith & Carol A Finnegan & Tracy Gonzalez-Padron & Nukhet Harmancioglu & Ying Huang & M Berk Talay & S Tamer Cavusgil, 2008. "Data equivalence in cross-cultural international business research: assessment and guidelines," Journal of International Business Studies, Palgrave Macmillan, vol. 39(6), pages 1027-1044, September.
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    Cited by:
    1. Felzensztein, Christian & Brodt, Susan E. & Gimmon, Eli, 2014. "Do strategic marketing and social capital really matter in regional clusters? Lessons from an emerging economy of Latin America," Journal of Business Research, Elsevier, vol. 67(4), pages 498-507.
    2. Denk, Nikola & Kaufmann, Lutz & Roesch, Jan-Frederik, 2012. "Liabilities of Foreignness Revisited: A Review of Contemporary Studies and Recommendations for Future Research," Journal of International Management, Elsevier, vol. 18(4), pages 322-334.

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