A study on global branding : new implication on standardization and headquarter control over international advertising | |
| Author | Benoin, Alexandre |
| Call Number | AIT RSPR no.SM-03-85 |
| Subject(s) | Advertising--Brand name products Brand name products--Marketing |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-03-85 |
| Abstract | The appropriateness of using a globally standard advertising programme has been the subject of intense academic debate and research for several decades (Elinder, 1961, Ryans, 1969, Harvey 1993,0nkvisit, 1999). Underlying the standardisation debate is the issue of balancing the economic benefits gained through leveraging standardised strategies and tactics with the perf01mance gains achieved when adapting to local market conditions (Ozsomer and Prussia, 2000). Researchers supporting the standardisation approach to advertising theorise that the movement towards global markets, driven in part by global communication, has created a group of global consumers with similar wants and needs. In fact, there are other theories concerning standardization and for many advertising managers today, those issues resolve around understanding the degree to which standardization may be used and how standardization varies by market. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-85 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas J. |
| Examination Committee(s) | Swierzeck, Fredric W.;Singha Chiamsiri |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2003 |