Examining the Intricacies of Promotion Standardization: Factors Influencing Advertising Message and Packaging (original) (raw)
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International Business & Economics Research Journal (IBER), 2011
This study revisited the debate concerning standardization vs. customization of the international advertising strategy from a Country-of-Origin (COO) approach. The objective here is to compare the perceptions of the exporting country and its products from the vantage point of different host countries, and to compare exporting countrys self-image with the perceived images prevailing in the host countries. Further, the study also examines the images of search products and experience products across different countries. Through analyzing survey data collected from 189 Americans, 238 Chinese, and 236 Japanese consumers, we found that different host countries have significantly different perceptions of the same exporting country. Moreover, exporting countrys self-image also largely varies from the host countrys perception of the exporting country. Finally, differences in product image were found both for search and experience products. Therefore, customized advertising strategy is sugges...
An Analytical Review of Standardization of International Advertising
The present content analysis of the literature on cross-national advertising tries to make sense of what seems a priori isolated, and therefore non conclusive findings by bringing them together in an analytic review of 210 research papers from the early 1960s to 2006. Our findings show that the cross-national advertising literature leans toward adaptation over the whole period, however with increasing standardization over time. Taboos, customs, and social mores still require local adaptation. Advertising execution should be customized while there is no clear recommendation for ad strategy. In fact, ad standardization is shown to be contingent on product category.
Much has been written on the subject standardization and adaptation in international advertising, however, there have been few general conclusions and agreements. The purpose of this thesis is to gain a better understanding of standardization and adaptation in international advertising of consumer goods. The research investigates what motivates companies to standardize or adapt their international advertising, which factors that decide to what degree the international advertising is standardized or adapted, and finally how companies are standardizing or adapting the elements of their international advertisements. A case study on Libresse and how the company deals with standardization and adaptation of international advertising has been conducted. The conclusions that can be drawn from the findings of our research are that the main motive for Libresse to standardize the international advertising is to gain economies of scale, and that the company generally adapts the international advertising in order for consumers to be able to relate to the advertisement. Furthermore, the company's economic situation and the consumer profile are important factors to consider when choosing the extent of standardization and adaptation in international advertising. When investigating how the advertisements are standardized and adapted, our research shows that text and voiceovers are frequently adapted, while visual elements, appeals and buying proposals are standardized.
Standardization or Adaptation in International Advertising
This study investigates the issue of standardization and adaptation in international advertising from a consumer perspective by focusing on two variables, i.e., brand personality and countryof-origin (hereafter COO). Results reveal that brand personality is positively related to a more adaptive approach by firms; whereas COO image is found to exert a positive influence on a more standardized approach by firms. Implications for research as well as for practice are discussed.
Comparison on the Impact of Standardization and Adaptation on International Marketing
Abstract- Study of the transformation of marketing solutions in the process of internationalization of a company acknowledge that the structure of marketing strategy in international markets is an evolutionary process and companies face a particular choice: to standardize or to adapt strategic marketing solutions. Seeking for successful international performance companies do not have to adopt one extremity. The objective of the international marketing strategy is to find an ideal combination of integration and rationalization of operations and solution systems in a global market. The goal of this article is to position international companies on a linear continuum revealing their overall approach towards standardization/adaptation, study the reasons influencing international companies' tactical attitude towards it, and lastly presents the primary managerial implications of the results. Furthermore, it identifies the reasons pulling towards adaptation or standardization into significant and peripheral; and present helpful insights towards practical application. This article provides marketing researchers and practitioners with an overview of the major factors that influence marketing tactical attitudes in international markets. This paper investigates the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. Among the adaptation choices, price should be the first element of the marketing mix to be adapted, followed by promotion, product and distribution. This research also analyze degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions. Keywords- Standardization ;Adaptation ;International marketing
Marketing Mix Standardization in Multinational Corporations: A Review of the Evidence.
This paper reports the findings of a systematic review of literature on marketing mix standardization in multinational corporations. The objective is to extract and synthesize ‘best evidence’ regarding marketing mix standardization practices in multinational corporations and to identify evidence regarding the performance impact of marketing mix standardization. Beyond relevance to an academic audience, this review could be useful for management practitioners in multinationals seeking to integrate operations across borders. In this context, the paper seeks to make a contribution to evidence based policy and practice.
The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies' behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to fit the unique dimensions of each local market. This research investigates companies' practical level of adaptation and standardization in international markets. It identifies the two approaches as coexisting and subsequently distils the findings of an extended literature review to determine the degree and nature of the country-oforigin effect in the process. The conclusions are that the effect has a universal and diachronic existence, though its manifestation into actual consumer attitudes and preferences varies considerably. The dissimilarity of consumer behavior both between and within individual markets is a result of specific combinations of collective and personal parameters. The findings are extrapolated and ultimately integrated in the Internationalization Factors Model to provide a more comprehensive understanding of the internationalization process.
Purpose -The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps -marketing mix) behaviour towards it, and finally presents the underlying managerial implications of the results. Design/methodology/approach -A rating scale Rasch model is used in order to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum. Structural equation modelling is subsequently used in order to investigate the relationship between the adaptation and standardisation variable against other variables. An extensive literature review is also undertaken to provide the theoretical foundation. Findings -The paper corroborates the findings of past research by placing multinational companies on a linear continuum; by identifying their overall attitude towards adaptation/standardization; and by describing the relationship between AdaptStand and other variables. Furthermore, it categorises the reasons pulling towards adaptation or standardisation into "significant" and "peripheral"; and provides valuable insights towards practical application. Practical implications -The paper provides marketing researchers and practitioners with an overview of the main factors that influence marketing tactical behaviour in international markets. Additionally, the research transcends descriptive analysis to identify vital behavioural issues and to prescribe marketing approaches regarding internationalisation. Originality/value -Though the subject of "adaptation versus standardisation" has been extensively researched, this paper provides original work through in-depth quantitative analysis of a sufficient sample of multinational companies. The paper reaches specific and explicit conclusions that scientifically test existing theory on the subject, categorise factors according to their significance in the adaptation/standardisation decision process and offer valuable prescriptions of marketing tactics based on the findings.
Brand Globally but Advertise Locally?: An Empirical Investigation
International Marketing Review, 1992
In the heated debate about marketing globalization, the issue of brand standardization has received much less attention compared with advertising standardization. When both issues have been addressed, empirically or conceptually, they have not been considered simultaneously. The current study develops and empirically tests a framework to simultaneously consider brand and advertising standardization strategies. A survey was conducted among brand managers in firms operating in Canada, with data collected on a brand level. The results revealed an independence of brand and advertising standardization practices. It was also found that brand standardization was practised to a much higher degree than advertising standardization, with the most used combined strategy involving brand name standardization and non‐standardization of advertising. Effects of product type and brand age were also investigated. The findings clearly indicate that companies tend to “brand globally, advertise locally”.