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The role of the advertising agency: Standardization/Adaptation

Author

Listed:
  • Aygul Isayeva

    (International Black Sea University)

Abstract

In this article the role of advertising agency in global marketing strategy has been examined. The developed matrix examines the contingencies that influence the success of the company’s global advertising strategy. This research reviews how the company, as the principal, may determine the nature of its relationship with the advertising agency and the degree of adaptation vs. standardization necessary in each situation.

Suggested Citation

  • Aygul Isayeva, 2011. "The role of the advertising agency: Standardization/Adaptation," IBSU Scientific Journal, International Black Sea University, vol. 5(2), pages 5-12.
    • Handle: RePEc:ibl:journl:v:5:y:2011:i:2:p:5-12
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    File URL: https://journal.ibsu.edu.ge/index.php/ibsusj/article/download/204/195
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    References listed on IDEAS

    as
    1. Michael D Lord & Annette L Ranft, 2000. "Organizational Learning About New International Markets: Exploring the Internal Transfer of Local Market Knowledge," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 31(4), pages 573-589, December.
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    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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