Advertising standardization in multinational corporations. The subsidiary perspective

Journal of Business Research

Volumn 56, Issue 8, 2003, Pages 613-626

  Samiee, Saeed ^a   Jeong, Insik ^b   Pae, Jae Hyeon ^c   Tai, Susan ^c  

^a UNIVERSITY OF TULSA   (United States)

^b Keimyung University   (South Korea)

^c HONG KONG POLYTECHNIC UNIVERSITY   (Hong Kong)

Author keywords

Country of origin; International advertising; Multinational corporation; Standardization; Subsidiary

Indexed keywords

EID: 0038457823     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0148-2963(01)00291-0     Document Type: Article

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