Journal ArticleDOI
Can you standardize international marketing strategy
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TLDR
In this article, the authors examine the possibilities for standardization of marketing elements within a multinational marketing strategy and examine the opportunities for and potential benefits of standardizing product, packaging, advertisting, and pricing.Abstract:
The intent of this paper is to examine the possibilities for standardization of marketing elements within a multinational marketing strategy. A majority view among international marketers is that each national is unique, and thus each must be treated as a separate and independent operation. This “localized” strategy view is examined first. A growing number of international marketers however, are finding that by standardizing various elements oftheir marketing strategy across national borders, cost savings and/or increased revenues to be realized can yield greater profits. The second, and major, part of the paper examines the opportunities for and potential benefits of standardization of product, packaging, advertisting, and pricing.read more
Citations
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The Impact of Selected Environmental Forces Upon Consumers' Willingness to Buy Foreign Products:
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Medieval Allegory: Roots of Advertising Strategy for the Mass Market:
Abstract: The author examines the medieval literary tradition of allegory and relates it to contemporary advertising. Allegory is characterized by the use of metaphor, personification, and moral conflict. Th...
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Trends and Development in Standardization Adaptation Research
TL;DR: In this paper, the authors investigated the trends and development in standardization adaptation (S-A) research in international marketing and found that empirical studies constitute the majority of the literature and are growing faster than discussion or conceptual papers.
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The Influence of Adaptation and Standardization of the Marketing Mix on Performance: a Meta-Analysis
TL;DR: In this article, the authors analyzed the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context and found that there is a positive relationship between marketing mix adaptation and standardization.
Journal ArticleDOI
Scientific marketing management and the emergence of the ethical marketing concept
Mark Tadajewski,D.G. Brian Jones +1 more
TL;DR: A close reading of Taylor reveals his appreciation of the connection between production and consumption and thus the importance of the ultimate consumer as mentioned in this paper, and the work, published in the Bulletin of the Taylor Society, which provided an outlet for the scholarship of early marketing thinkers, provide the linchpin between the production ethos of Taylor and the emergence of scientific marketing exemplified in the work of Percival White.
References
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Journal ArticleDOI
Guidelines for Developing International Marketing Strategies
TL;DR: In this article, the formulation of international marketing strategies is requiring more sophisticated management approaches due to the increasing importance of international business operations, and the authors examine the impact of such approaches on international marketing.
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The Danger of “Local” International Advertising:
TL;DR: This paper argued that universal advertising appeals, communicated in the local idiom, can be more effective than nationalistic tendencies and other hidden hazards in international advertising, and pointed out that universal appeals can be communicated in a more effective way.
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Effect of National Identity on Multinational Promotional Strategy in Europe
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A Cross-National Comparison of Consumer Habits and Innovator Characteristics:
Robert T. Green,Eric Langeard +1 more
TL;DR: The consumption patterns of individuals and groups in the United States have been studied from innumerable perspectives, and many of the concepts and findings have helped marketers gain a better understanding of consumers as discussed by the authors.
Journal ArticleDOI
The effectiveness of standardized global advertising
TL;DR: In this paper, the acceptability of standardized advertising in international advertising has been investigated and the results indicate substantial and consistent differences between the Americans and the other groups which suggest the inadvisability of standardizing global advertising in these cases and perhaps in general.
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