Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets

Rajabi, Mahdi; Dens, Nathalie; Pelsmacker, Patrick De

doi:10.1007/978-3-658-08132-4_13

Cited by 3 publications

(3 citation statements)

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“…Finding the best combination of standardization and adaptation in transnational strategy to enhance collaboration between transnational partners usually relies on the market-specific conditions. Based on those market-specific conditions, many scholars suggest simultaneously implementing standardization and adaptation (StandAdapt) strategies in transnational business, with a harmonized interdependence between the strategies to find the best-suited equilibrium for the transnational market (Choi and Jarboe, 1996;Hennessey, 2001;Theodosiou and Leonidou, 2003;Ang and Massingham, 2007;Ruževičius and Ruževičiūtė, 2011;Rajabi, Dens, and De Pelsmacker, 2015). However, to the extent of the author's knowledge, there is no study that analyzes the StandAdapt concept to develop insights into transnational market conditions from the perspectives of the extent of TNEs' strategic market orientation, particularly from the contexts of business ventures' diverse sustainability indicators, in order to develop TNE strategies that would sustain or extend the business viability of all recognized TNE activities in the long run.…”

Section: Outcomementioning

confidence: 98%

Sustainability Issues in Transnational Education Service: A Conceptual Framework and Empirical Insights

Shams

2016

Journal of Global Marketing

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Many transnational education (TNE) services have been operating successfully to export education. However, many other TNE programs and partnerships have also been terminated. TNEs' sustainability is under-researched; specifically, its sustainability from the contexts of strategic partnership considerations, all recognized TNE activities, and its sustainability indicators. This conceptual article analyzes literature on TNE partnership issues, the standardization-adaptation (StandAdapt) concept of international business strategy and sustainability issues, with an aim to establish an initial route to develop TNE services that would sustain business viability, centered on transnational market-specific conditions. The analysis suggests that there is a consistent interrelationship between different sustainability indicators and market orientation, which has implications for incorporating sustainability issues into TNE services and transnational strategies. An initial framework is proposed to develop TNE services in order to sustain TNE businesses. Some empirical insights are developed in support of this conceptual framework. Further research areas are discussed.

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Section: Outcomementioning

confidence: 98%

Sustainability Issues in Transnational Education Service: A Conceptual Framework and Empirical Insights

Shams

2016

Journal of Global Marketing

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“…Recognising the appropriate blend of standardisation and adaptation in transnational marketing to enhance co-creation between transnational partners, therefore, depends on the transnational socioeconomic and market specific conditions. Centred on those specific target market conditions, many researchers (Choi and Jarboe, 1996;Hennessey, 2001;Theodosiou and Leonidou, 2003;Ang and Massingham, 2007;Ruževi cius and Ruževi ciūt_ e, 2011;Rajabi et al, 2015) argue to concurrently applying standardisation and adaptation strategies in transnational marketing, with a harmonised interdependence between the strategies to recognise the bestsuited extent of standardisation and adaptation for transnational market.…”

Section: Transnational Marketingmentioning

confidence: 99%

“…In this perspective, to build marketing capacity in transnational market, an appropriate combination of standardisation-adaptation (StandAdapt) concept of international business that considers the transnational target market issues in marketing management would be able to intensify the competitive advantage of transnational marketing capacities. In support of this view, the international business literature argues that either a calculative standardisation or adaptation or a specific combination of them (StandAdapt) allows companies to unlock the potentials to enhance competitive advantage in international markets (Nanda and Dickson, 2007;Ruževi cius and Ruževi ciūt_ e, 2011;Griffith and Hoppner, 2013;Rajabi et al, 2015;Navarro-García et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Capacity building for transnationalisation of higher education

Shams

Hasan

2020

EBR

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This document may differ from the final, published version of the research and has been made available online in accordance with publisher policies. To read and/or cite from the published version of the research, please visit the publisher's website (a subscription may be required.) | P a g eCapacity building for transnationalisation of higher education: Knowledge management for organisational efficacy Abstract PurposeTransnationalism and transnational concept are extensively researched in many social science areas; however, transnational management and transnational marketing is relatively a less explored research domain. Also, knowledge management for transnational education (TNE) marketing is not well-researched. Capacity building is an established research-stream, with a key focus on socio-economic and ecological development; however, prior research on capacity building from the context of TNE's knowledge management and marketing is scarce. This study is the first of its kind to analyse TNE marketing mix, in order to understand the influence of transnational stakeholders' causal scope(s) on knowledge management in TNE to uphold their transnatioalisation processes through capacity building in TNEs' marketing management. Design/methodology/approachAn inductive constructivist method is followed. FindingsOrganisational learning from the context of transnational market and socio-economic competitive factors, based on analysing the transnational stakeholders' causal scope(s) is imperative for proactive knowledge management capacity in TNE marketing. Following the analysis of transnational stakeholders' causal scope(s) to learn about the cause and consequence of the transnational stakeholders' relationships and interactions, an initial conceptual framework of knowledge management for TNE marketing is proposed. Practical insights from different TNE markets is developed in support of this novel knowledge management capacity building framework of TNE, and its generalisation perspectives and future research areas are discussed. Practical implicationsThese insights will be useful for TNE administrators to better align their knowledge management perspectives and propositions with their transnational stakeholders to underpin TNE marketing. Academics will be able to use these insights as a basis for future research. Originality/valueThis study proposes a novel conceptual stakeholder-centred capacity building framework for TNE's knowledge management to uphold TNE marketing, and supports the framework, based on practical insights from three different transnational markets.

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Productivity and impact in advertising research since the millennium: a profiling and investigation of drivers of impact

Chan

Tse

Hung

2016

International Journal of Advertising

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Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets

Cited by 3 publications

References 68 publications

Sustainability Issues in Transnational Education Service: A Conceptual Framework and Empirical Insights

Sustainability Issues in Transnational Education Service: A Conceptual Framework and Empirical Insights

Capacity building for transnationalisation of higher education

Productivity and impact in advertising research since the millennium: a profiling and investigation of drivers of impact

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