Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries

Abstract

In response to certain discrepancies prevalent in the debate on global advertising, we have identified important gaps in the global advertising literature. The focus of this inquiry is an investigation of the operational aspects of the standard advertising strategy by multinational companies (MNCs). Specifically, the authors attempt to identify the path to strategic implementation of standard advertising strategy through network analysis, with the determinant factors that play an important role in determining the degree of advertising strategy. The findings suggest that the extent to which multinationals can standardize their international advertising strategies will depend on the level of similarity among the countries in the network. The authors highlight that, given the inconsistency that exists in observation, it is evident that a single distinctive strategy for standard advertising may be followed by MNCs which can be the optimal solution of standardized global advertising for sustenance in the presence of steep competition. The authors discuss and highlight the various implications of the findings for business practitioners. The authors conclude the study by showing the scope for future research along with the limitations of the study.

Brand hate and retaliation in Muslim consumers: does offensive advertising matter?

“…Advertisers and marketers increasingly consider the global market as homogeneous because of the consumer’s similar desires and needs. Therefore, it is believed that consumers worldwide can be targeted by using standardized advertising to achieve cost benefits and because of the rapid development of global media which has contributed to speeding up the growth of advertising campaigns globally (Doley and Sharma, 2019). However, many studies have also been conducted which signifies the advertising according to the local cultural taste of the people in a particular region (Bukhari et al , 2019; Rehman and Shabbir, 2010) In addition, Frith and Mueller (2010) asserted that the consumers’ perception of the standardized messages differs according to their social and cultural environment.…”

Value network and firm performance: the role of knowledge distance and environmental uncertainty

“…Indeed, Wu and de Vries (2020) posit that "the relationship between knowledge absorptive capacity and firm performance is inevitably affected by environmental uncertainty." EV emerges from two main sources, namely, technology (Gelderman et al, 2016) and markets (Doley and Sharma, 2019). In a relatively stable external environment, where the rate of user demand and technological change is slow and the coupling mechanism between user value creation and firm value realization is relatively stable, business model innovation has a significant contribution to firm performance.…”