Abstract
This paper is a response to calls for more research into the regional-as opposed to global-level of international business operations (Rugman and Verbeke, 2004). Focusing on a key issue in international management, the standardization decision, this paper presents a systematic review of top journal articles published over the last five decades on the subject of advertising standardization at the regional level. The results of this review demonstrate that in the last decade studies have frequently taken a regional rather than international focus of analysis, suggesting a shift in research in line with regionalization theory. However, this study also shows that research on regional standardization has lacked consistency in relation to how the phenomenon should be defined and measured. We present a conceptualization of measurement approaches to international advertising standardization, propose a typology of approaches and discuss their implications for knowledge advancement in the area. © 2009 Elsevier Inc. All rights reserved.
| Original language | English |
|---|---|
| Pages (from-to) | 32-42 |
| Number of pages | 11 |
| Journal | Journal of International Management |
| Volume | 16 |
| Issue number | 1 |
| Early online date | 13 Jan 2010 |
| DOIs | |
| Publication status | Published - Mar 2010 |
Bibliographical note
cited By (since 1996)4Keywords
- International advertising
- Regional advertising
- Advertising standardization measurement
- Literature review