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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

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.

Suggested Citation

  • 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.
  • Handle: RePEc:eee:intman:v:16:y:2010:i:1:p:32-42
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    Cited by:

    1. 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.
    2. 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.
    3. Busnaina, Izzudin & Woodall, Tony, 2015. "Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy," International Business Review, Elsevier, vol. 24(5), pages 781-797.

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