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International advertising campaigns in fast-moving consumer goods companies originating from a SMOPEC country

  • Gabrielsson, Peter
  • Gabrielsson, Mika
  • Gabrielsson, Hannele
Registered author(s):

    A particularly interesting area of research concerns how international fast-moving consumer goods (FMCG) companies from small and open economies that operate in turbulent markets plan successful advertising campaigns for international markets. The objective of this research was to determine how they are planned and what factors affect this planning. The theoretical part of the study reviews literature related to the internationalization of firms, international advertising campaigns, and standardization versus adaptation of international advertising. Based on the literature, a theoretical framework and propositions regarding the international campaign planning process for FMCG companies were developed. The empirical part uses the multiple-case study method to examine four FMCG companies that were founded in Finland. The empirical results show that five stages are especially important in the international campaign planning of FMCG companies. Moreover, the companies need to consider a number of factors when deciding on international adverting campaigns. The study presents a number of theoretical contributions and managerial implications. A novel finding relates to the importance of understanding the impact of the internationalization/globalization phase of the company. During internationalization often within the home continent, companies increasingly adapt advertising campaigns to different countries, whereas globalization to other continents calls for increased standardization across countries. Another interesting finding was that FMCG companies from small and open-economy (SMOPEC) countries often use innovative non-traditional campaigns to overcome the resource limitations.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0969593108001066
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    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 17 (2008)
    Issue (Month): 6 (December)
    Pages: 714-728

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    Handle: RePEc:eee:iburev:v:17:y:2008:i:6:p:714-728
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    1. 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.
    2. Michel Laroche & V H Kirpalani & Frank Pons & Lianxi Zhou, 2001. "A Model of Advertising Standardization in Multinational Corporations," Journal of International Business Studies, Palgrave Macmillan, vol. 32(2), pages 249-266, June.
    3. Shoham, Aviv & Albaum, Gerald, 1994. "The effects of transfer of marketing methods on export performance: an empirical examination," International Business Review, Elsevier, vol. 3(3), pages 219-241, September.
    4. Cheung, Fanny S.L. & Leung, Wing-Fai, 2007. "International expansion of transnational advertising agencies in China: An assessment of the stages theory approach," International Business Review, Elsevier, vol. 16(2), pages 251-268, April.
    5. Gabrielsson, P. & Gabrielsson, M., 2004. "Globalizing internationals: business portfolio and marketing strategies in the ICT field," International Business Review, Elsevier, vol. 13(6), pages 661-684, December.
    6. Theodosiou, Marios & Leonidou, Leonidas C., 2003. "Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research," International Business Review, Elsevier, vol. 12(2), pages 141-171, April.
    7. Walters, Peter G.P. & Whitla, Paul & Davies, Howard, 2008. "Global strategy in the international advertising industry," International Business Review, Elsevier, vol. 17(3), pages 235-249, June.
    8. Moon, B. J. & Jain, S. C., 2002. "Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude," International Business Review, Elsevier, vol. 11(2), pages 117-138, April.
    9. Aaker, Jennifer L & Williams, Patti, 1998. " Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 241-61, December.
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