A Model of Advertising Standardization in Multinational Corporations

By Michel Laroche, V. Kirpalani, Frank Pons, Lianxi Zhou. 2001

135 citations recorded by the source corpus.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/7268a61a43e83ab6cd6d92e987ac6cad8b61cca1

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Citations in the corpus

Standardization preferences: a function of national culture, work interdependence and local embeddedness (2006, background): “Although international marketing research has examined factors that lead to standardization (e.g., Laroche et al., 2001), the related issue of employee standardization preferences remains relatively unstudied.”
Marketing Strategies for Foreign Expansion of Companies Originating in Small and Open Economies: The Consequences of Strategic Fit and Performance (2012, background): “The familiarity of a headquarters mana - ger in a multinational corporation with a foreign context may also increase the control exerted by headquarters over its subsidiaries and its impact on standardization (Laroche et al. 2001; Solberg 2002).”
The Impact of Strategic Fit among Strategy, Structure, and Processes on Multinational Corporation Performance: A Multimethod Assessment (2006, background): “In addition, these studies have incorporated organizational characteristics as antecedents to a standardized marketing strategy, thus emphasizing their role in the formulation of standardized marketing programs (Griffith, Chandra, and Ryans 2003; Laroche et al. 2001; O’Cass and Julian 2003; Ozsomer,”
The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance (2002, methodology): “…empirical studies that exist have focused on only one perspective of global marketing strategy: the standardization perspective (e.g., Laroche et al. 2001; Samiee and Roth 1992; Szymanski, Bharadwaj, and Varadarajan 1993a), the configuration–coordination perspective (e.g., Roth…”
Service Quality Perceptions and Customer Satisfaction: Evaluating the Role of Culture (2004, background): “Indeed, the influence of culture has been demonstrated in nearly all facets of marketing efforts, including advertising (Laroche et al. 2001), market entry mode (Brouthers and Brouthers 2001), retailer practices (Bello and Dahringer 1985), Internet usage (Quelch and Klein 1996), shopping practices (”