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Advertising standardization in multinational corporations: The subsidiary perspective

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  • Samiee, Saeed
  • Jeong, Insik
  • Pae, Jae Hyeon
  • Tai, Susan

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  • 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.
    • Handle: RePEc:eee:jbrese:v:56:y:2003:i:8:p:613-626
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    1. Thomas W Malnight, 1996. "The Transition from Decentralized to Network-Based MNC Structures: An Evolutionary Perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 27(1), pages 43-65, March.
    2. Peter G P Walters, 1986. "International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(2), pages 55-69, June.
    3. Cristina B Gibson, 1995. "An Investigation of Gender Differences in Leadership Across Four Countries," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(2), pages 255-279, June.
    4. Gatignon, Hubert & Anderson, Erin, 1988. "The Multinational Corporation's Degree of Control over Foreign Subsidiaries: An Empirical Test of a Transaction Cost Explanation," The Journal of Law, Economics, and Organization, Oxford University Press, vol. 4(2), pages 305-336, Fall.
    5. Quester, P. G. & Conduit, J., 1996. "Standardisation, centralisation and marketing in multinational companies," International Business Review, Elsevier, vol. 5(4), pages 395-421, August.
    6. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    7. 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.
    8. Jean-François Hennart & Jorma Larimo, 1998. "The Impact of Culture on the Strategy of Multinational Enterprises: Does National Origin Affect Ownership Decisions?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 29(3), pages 515-538, September.
    9. Lowell W. Busenitz & Douglas D. Moesel & James O. Fiet & Jay B. Barney, 1997. "The Framing of Perceptions of Fairness in the Relationship between Venture Capitalists and New Venture Teams," Entrepreneurship Theory and Practice, , vol. 21(3), pages 5-22, April.
    10. Ravi Parameswaran & Attila Yaprak, 1987. "A Cross-National Comparison of Consumer Research Measures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 18(1), pages 35-49, March.
    11. Barbara Mueller, 1991. "An Analysis of Information Content in Standardized vs. Specialized Multinational Advertisements," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 22(1), pages 23-39, March.
    12. T C Melewar & John Saunders, 1999. "International Corporate Visual Identity: Standardization or Localization?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(3), pages 583-598, September.
    13. Grubaugh, Stephen G, 1987. "Determinants of Direct Foreign Investment," The Review of Economics and Statistics, MIT Press, vol. 69(1), pages 149-152, February.
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    Cited by:

    1. Jinwan Cho & Eunmi Kim & Insik Jeong, 2023. "Adoption of the 4th Industrial Revolution: evidence from Korean exporters in international markets," Asian Business & Management, Palgrave Macmillan, vol. 22(1), pages 164-187, February.
    2. Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
    3. Yen, Dorothy Ai-wan & Abosag, Ibrahim, 2016. "Localization in China: How guanxi moderates Sino–US business relationships," Journal of Business Research, Elsevier, vol. 69(12), pages 5724-5734.
    4. Sizhong Sun, 2014. "Foreign Entry and Firm Advertising Intensity: Evidence from China," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 45(1), pages 79-97, August.
    5. Victoria Ann Seitz & Nabil Razzouk & Olesia Lupu & Ka Man Carman Chu, 2009. "An analysis of us and Hong Kong print advertising of self-image projective products," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 56, pages 331-342, November.
    6. Djavlonbek Kadirov & Ahmet Bardakcı & Murat Kantar, 2018. "The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 147-159, March.
    7. Mariusz Sagan, 2016. "Marketing Program Standardization: The Experience of TNCs in Poland," Eurasian Journal of Business and Management, Eurasian Publications, vol. 4(1), pages 23-31.
    8. Insik Jeong & Jong-Ho Lee & Eunmi Kim, 2019. "Determinants of brand localization in international markets," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 75-100, March.
    9. 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.
    10. Victoria Ann SEITZ & Olesia LUPU & Nabil RAZZOUK & Ka Man Carman CHU, 2009. "Print Advertising In The Us And Hong Kong: A Comparative Analysis," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 4, pages 125-148, November.
    11. Parthajit Doley & Mithun J. Sharma, 2020. "Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries," Global Business Review, International Management Institute, vol. 21(6), pages 1406-1426, December.
    12. Fastoso, Fernando & Whitelock, Jeryl, 2010. "Regionalization vs. globalization in advertising research: Insights from five decades of academic study," Journal of International Management, Elsevier, vol. 16(1), pages 32-42, March.

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