TITLE

Take a standard

PUB. DATE
July 2006
SOURCE
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses an article that appeared in the "Journal of International Marketing" concerning standardization of advertising campaigns across the European Union. The study consisted of a survey sent to marketing and advertising executives working for subsidiaries of U.S. and Japanese multinational corporations in France, Germany, Italy, the Netherlands and the United Kingdom. The survey found the American companies were more likely to use the same marketing strategy in all European countries than Japanese firms.
ACCESSION #
21903576

 

Related Articles

  • An analysis of cultural impact on international business performance via foreign market entry mode: case of South Korean MNCs. Cheong-A Lee; Ho-Yeol Bang; Jong Wook Ha; Joo Young Lee; Young Hee Yun Kim // Journal of Management & Marketing Research;Mar2011, Vol. 7, p1 

    Research on the entry mode of multinational companies (MNCs) to a new market has been one of the major topics in the international business, and the cultural factor has been regarded as one of the major factors to explain the entry mode selection of MNCs. Based on the development on the cultural...

  • Relative Effectiveness of Advertisements of Foreign and Domestic Origin. Schleifer, Stephen; Dunn, S. Watson // Journal of Marketing Research (JMR);Aug1968, Vol. 5 Issue 3, p296 

    This study tests in a controlled laboratory environment some basic factors that may influence the successful or unsuccessful transfer of advertising campaigns from one country to another.

  • Effect of National Identity on Multinational Promotional Strategy in Europe. Dunn, S. Watson // Journal of Marketing;Oct1976, Vol. 40 Issue 4, p50 

    The article reports on studies dealing with the transfer of marketing strategy to determine the effect of national identity on multinational promotional strategy in Europe. The author focuses on analyzing data collected on a series of failed marketing campaigns initiated by corporations in the...

  • Is the end near for Japan's expansion in U.S.? Chappell, Lindsay // Automotive News;6/6/1994, Vol. 68 Issue 5555, p6 

    Reports on the status of Japanese automobile manufacturers' in North America. Layoffs of workers; Cessation of Japanese transplant factory capacity; Strength of Japanese yen against the American dollar; Cost disadvantage of Japanese cars.

  • A Resource-Based Model of Market Learning in the Subsidiary: The Capabilities of Exploration and Exploitation. �zsomer, Ayseg�l; Genct�rk, Esra // Journal of International Marketing;2003, Vol. 11 Issue 3, p1 

    The literature reflects remarkably little effort to develop a framework for understanding market learning at subsidiaries of multinational corporations. This article develops a model that incorporates exploratory and exploitative learning as two capabilities that need to be effectively nurtured...

  • Factors Influencing the Degree of International Pricing Strategy Standardization of Multinational Corporations. Theodosiou, Marios; Katsikeas, Constantine S. // Journal of International Marketing;2001, Vol. 9 Issue 3, p1 

    In response to certain important gaps identified in the global marketing literature, the focus of this inquiry is an investigation of the pricing strategies followed by manufacturing subsidiaries of multinational corporations. Specifically, the authors attempt to identify the factors that play...

  • Find North Americans aggressive and innovative; Europeans defensive; Japanese offer lower prices. Brandt, William K.; Hulbert, James M. // Marketing News;12/5/1975, Vol. 9 Issue 11, p7 

    Presents the findings of a study on marketing strategy of subsidiaries of multi-national corporations (MNC). Comparison of the strategy used by Europe-based MNC with those of Japan-based companies; Characteristics of the procedures for business planning, reporting and control of the North...

  • Implementation of market orientation in the subsidiaries of global companies: the role of institutional factors. Kirca, Ahmet; Bearden, William; Roth, Kendall // Journal of the Academy of Marketing Science;Oct2011, Vol. 39 Issue 5, p683 

    Drawing upon the market orientation literature and institutional theory, this study examines the factors that affect the implementation of market orientation in the subsidiaries of global companies, using data gathered from multiple informants and multiple sources in 79 subsidiaries located in...

  • INTEGRATING GLOBAL ORGANIZATIONS THROUGH PERFORMANCE MEASUREMENT SYSTEMS. Busco, Cristiano; Frigo, Mark L.; Giovannoni, Elena; Riccaboni, Angelo; Scapens, Robert W. // Strategic Finance;Jan2006, Vol. 87 Issue 7, p30 

    The article focuses on the management of global business organizations in the era of mergers and acquisitions. The authors believes that in today's ever-changing international corporate environment, companies have spent considerable time focusing on their merger and acquisition strategies to...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics