The "Americanisation" myth in European political markets - A focus on the United Kingdom

• Published in: European journal of marketing 2001-10, Vol.35 (9/10), p.1099-1117
• Main Authors: Baines, Paul R, Scheucher, Christian, Plasser, Fritz
• Format: Article
• Language: English
• Subjects: Adaptation; Communication; Debates; Impact analysis; International markets; Market entry; Marketing; Political advertising; Political campaigns; Political parties; Political science; Politics; Presidential elections; United Kingdom
• ISSN: 0309-0566; 1758-7123
• DOI: 10.1108/EUM0000000005961

The existing debate in the political science literature on the transfer of US campaign expertise to Western Europe is largely based on observations of campaign evolution and, to a limited degree, on surveys of US political consultants. This article attempts to provide a deeper understanding of some of the problems associated with the practical application of US political marketing expertise in European political markets, focussing primarily on the UK. The paper investigates this transfer of US campaign expertise using both a political science-diffusion perspective and an international marketing-market entry perspective, suggesting that the two perspectives are mutually reinforcing. Qualitative data were collected from interviews with US political consultants who had consulted to British political parties at the 1997 British general election and with three academics who are renowned researchers in this field. The paper argues that, because of the very different contextual environments and their implications for campaign conduct, the potential for "Americanisation" is limited through indirect export methods. The paper further argues that US political consultants could penetrate the European market for political consulting services through a more customised offering using indirect export methods or a more standardised offering using direct export methods.