Attitude Measurement as a Strategy Determinant for Standardization of Multinational Advertising Formats

Global markets: does psychic distance matter?

“…Their knowledge of the context in which 52 SOUSA AND BRADLEY standardization or adaptation is deemed to occur has been described as a good predictor of the degree of promotion standardization or adaptation (Solberg, 2000(Solberg, , 2002Tai and Wong, 1998;Agrawal, 1995). This is in line with the findings of previous empirical studies, which showed that the extent of similarity or difference between the home and foreign country affects decisively the degree of promotion adaptation or standardisation (Cavusgil, Zou and Naidu, 1993;Francis, Lam and Walls, 2002;Alashban et al, 2002;Ward, 1973;Kale, 1991;Klippel and Boewadt, 1974). Global decisions about price differ from those made in the domestic context, in that environments within which those decisions are made are unique to each country (Jain, 1989).…”

“…Understanding cultural differences is, therefore, often considered a prerequisite for successful advertising in foreign markets (Keegan, 1999). This is because the promotional campaign should comply with the cultural idiosyncracies of the foreign market in order to communicate successfully with the customers and to avoid negative and unfavourable reactions towards the campaign (Cavusgil, Zou and Naidu, 1993;Francis, Lam and Walls, 2002;Alashban et al, 2002;Ward, 1973;Kale, 1991;Klippel and Boewadt, 1974). Similarly, the economic development is expected to affect promotion adaptation.…”

Advertising in Saudi Arabia: Content and Regulation

“…While external forces contribute to standardisation, their influence on advertising content is less pronounced. Critics of that view emphasise a tailored approach on the premise that environmental factors create significant differences Luqmani, Quraeshi & Delene 1980;Fares 1979;Lenormand 1964 Amine andCavusgil, 1983;Boddewyn and Marton, 1978;Dunn, 1976;Green and Cunningham, 1975;Britt, 1974;Klippel and Boewadt, 1974;Lenormand, 1964Boddewyn, 1982Boddewyn and Hansen, 1977;Dunn, 1976;Klippel and Boewadt, 1974;Lenormand, 1964. Boddewyn 1982Boddewyn and Hansen 1977;Dunn, 1976White, 1979Nagashima, 1977;Boddewyn and Hansen, 1977;Britt, 1974;Ryans, 1969;Schleifer andDunn, 1968 Boddewyn, 1982;Dunn, 1976 Rau andPreble, 1987;Kaikati, 1979;Keegan, 1980;Sorenson and Wiechmann, 1975;Dunn, 1976;Miracle, 1968;Lenormand, 1964.…”

Evidence of a glocal marketing strategy: a case study in the Brazilian telecommunication market

“…The organizational choice between standardization and other strategy depends on several factors, such us similarities between countries, cultural differences, social factors, legal or regulatory issues and product characteristics (Klippel & Boewadt, 1974). In the internationalization process, companies need to find the balance between standardization, integration and localization of their business global strategy, and at the same time use the same approach at marketing strategies level (Julian Birkinshaw, 2001;Cavusgil et al, 2011) and eventually use different strategies in different markets based in the degree of similarity between them.…”