A Model of Advertising Standardization in Multinational Corporations

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited as a...

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Bibliographic Details
Published in:Journal of international business studies 2001-06, Vol.32 (2), p.249-266
Main Authors: Laroche, Michel, Kirpalani, V.H., Pons, Frank, Zhou, Lianxi
Format: Article
Language:English
Subjects:
Accounting models
Advertising
Advertising research
Brands
Business
Business and Management
Business organization
Business Strategy/Leadership
Business structures
Consumer goods industries
Cooperation
Decision making
International
International Business
International markets
Local advertising
Management
Market positioning
Market strategy
Marketing
Measurement
Modeling
Multinational corporations
Multinational enterprises
Organization
Principal place of business
Standardization
Studies
Subsidiaries
Subsidiary companies
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Summary:Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited as a key element in the determination of the level of advertising standardization adopted by the MNCs, there is no consistent view concerning the role of this variable. This paper attempts to clarify these points by proposing, at the MNC level, a measurement model and a structural model for the determinants of the degree of advertising standardization. In this model, the mediation effect of the MNC's degree of control over the subsidiary is tested and validated. In addition, the measurement instruments used for the determinants are confirmed.
ISSN:0047-2506
1478-6990
DOI:10.1057/palgrave.jibs.8490951