International advertising strategy: a review, reassessment and recommendation

Melewar, T. C. and Vemmervik, Claes (2004) International advertising strategy: a review, reassessment and recommendation. Management Decision, 42 (7) . pp. 863-881. ISSN 0025-1747 [Article] (doi:10.1108/00251740410550934)


This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with special focus on variables related to products, customer segments and organization. Then, a number of deficiencies in the academic literature as a whole are presented. The conclusion is that the preferred school of advertising is the compromise school, but that the continuum perspective is of little use to practitioners as they want to know what variables determine the position on the standardization continuum in their sector and whether the level of standardization is increasing or decreasing.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13342
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Depositing User: Devika Mohan
Date Deposited: 26 May 2014 06:55
Last Modified: 13 Oct 2016 14:30

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