Exploring the missing point of view in international advertising management: Local managers in global advertising agencies

International Journal of Advertising

Volumn 21, Issue 3, 2002, Pages 293-321

  Jeong, Jaeseok ^a   Tharp, Marye ^b   Choi, Huhn ^c  

^a UNIVERSITY OF TEXAS AT AUSTIN   (United States)

^b EMERSON COLLEGE   (United States)

^c Cheil Communications   (South Korea)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 36549015464     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.2002.11104934     Document Type: Article

References (54)

1. Advertising Age (2001) Agency Report. Copy posted at: (15 April 2002).
2. Agrawal, M., (1995) Review of a 40-year debate in international advertising. International Marketing Review, 12(1), pp. 26–48.
3. Alden, D.L., Steenkamp, E.M., & Batta, R., (1999) Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture. Journal of Marketing, 63(1), pp. 75–87.
4. Aydin, N., & Terpstta, V., (1981) Marketing know-how transfers by MNCs: a case study in Turkey. Journal of International Business Studies, 12(3), pp. 35–48.
5. Aylmer, R.J., (1970) Who makes marketing decisions in the multinational firm? Journal of Marketing, 34(4), pp. 25–30.
6. Banerjee, A., (1994a) Transnational advertising development and management: an account planning approach and a process framework. International Journal of Advertising, 13(2), pp. 95–124.
7. Banerjee, A., (1994b) Global campaigns don't work: multinationals do. Advertising Age, 65(17), p. 23.
8. Czinkota, M.R., & Ronkainen, I.A., (1998) International Marketing. Fort Worth: Dryden Press.
9. De Mooij, M.K., (1998) Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks, CA: Sage.
10. De Mooij, M.K., & Keegan, W.J., (1991) Global Management and Marketing Strategy: Advertising Worldwide. New York: Prentice Hall International.
11. Duncan, T., & Ramaprasad, J., (1995) Standardized multinational advertising: the influencing factors. Journal of Advertising, 24(3), pp. 55–68.
12. Griffin, T., McArthur, D, Yamaki, T., & Hidalgo, P., (1998a) The A, B, Cs of advertising management: perceptions and practices of managers in Chile, Japan, and the United States. International Journal of Advertising, May, p. 169–187.
13. Griffin, T., McArthur, D., Yamaki, T., & Hidalgo, P., (1998b) Ad agencies' performance and role in providing communication services in Chile, Japan, and the United States. Journal of Advertising Research, September, pp. 65–75.
14. Hamel, G., & Prahalad, C.K., (1985) Do you really have a global strategy? Harvard Business Review, 63 (July-August), pp. 139–148.
15. Han, H., (1998) An empirical study on the liberalization effects of the advertising industry. Summer: (20 September 2000).
16. Hanni, D.A., Ryans, J.K., Jr. & Vernon, I.R., (1995) Coordinating international advertising—the Goodyear case revisited for Latin America. Journal of International Marketing, 3(2), pp. 83–98.
17. Harris, G., (1994) International advertising standardization: what do the multinationals actually standardize? Journal of International Marketing, 2(4), pp. 13–30.
18. Harvey, M.G., (1993) Point of view: a model to determine standardization of the advertising process in international markets. Journal of Advertising Research, July/August, pp. 57–64.
19. Hovell, P.J., & Walters, P., (1972) International marketing presentations: some options. European Journal of Marketing, summer, pp. 69–79.
20. Jain, S., (1989) Standardization of international marketing strategy: some research hypotheses. Journal of Marketing, 53(1), pp. 70–79.
21. James, WL., & Hill, J.S., (1991) International advertising messages: to adapt or not to adapt. Journal of Advertising Research, June/July, pp. 65–71.
22. Jeong, J., (1999) Global Trends Among Advertising Agencies in the 1990's. Master's thesis, The University of Texas at Austin.
23. Johansson, J.K., & Yip, G.S., (1994) Exploiting globalization potential: U.S. and Japanese strategies. Strategic Management Journal, 15(8), pp. 579–601.
24. Kanso, A., (1991) The use of advertising agencies for foreign markets: decentralized decisions and localized approaches? International Journal of Advertising, 10(2), pp. 129–136.
25. Killough, J., (1978) Improved payoffs from transnational advertising. Harvard Business Review, 56(4), pp. 102–110.
26. Kim, C.W., & Mauborgne, R.A., (1993) Making global strategies work. Sloan Management Renew, Spring, pp. 11–27.
27. Kim, K.K., (1995) Spreading the net: the consolidation process of large transnational advertising agencies in the 1980s and early 1990s. International Journal of Advertising, 14(3), pp. 195–217.
28. Kirpalani, V.H., Laroche, M., & Darmon, R.Y., (1988) Role of headquarters control by multinationals in international advertising decisions. International Journal of Advertising, 7(4), pp. 323–333.
29. KOBACO (2000) Ad plaza (20 March 2002).
30. KOBACO (2002) Ad information. (20 March).
31. Levitt, T., (1983) The globalization of markets. Harvard Business Review, 61(3), pp. 92–102.
32. Michell, P., & Bright, J., (1995) Multinational headquarters control of UK subsidiaries' advertising decisions. International Journal of Advertising, 14(3), pp. 183–193.
33. O'Guinn, C.T., Allen, C.T., & Semenik, R.J., (1998) Advertising. Cincinnati, Ohio: South-Western Publishing.
34. Onkvisit, S., & Shaw, J.J., (1987) Standardized international advertising: a review and critical evaluation of the theoretical and empirical evidence. Columbia Journal of World Business, fall, pp. 43–57.
35. Onkvisit, S., & Shaw, J.J., (1999) Standardized international advertising: some research issues and implications. Journal of Advertising Research, 39(6), pp. 19–24.
36. Peebles, D.M., Ryans, J.K., & Vernon, I.R., (1977) A new perspective on advertising standardization. European Journal of Marketing, 11(8), pp. 569–576.
37. Picard, J., Boddewyn, J.J., & Grosse, R., (1998) Centralization and autonomy in international-marketing decision making: a longitudinal study (1973–1993) of US MNEs in the European Union. Journal of Global Marketing, January, pp. 5–24.
38. Quelch, J.A., & Hoff, E.J., (1986) Customizing global marketing. Harvard Business Review, 64(3), pp. 59–68.
39. Roberts, M., & Pisani, J., (2000) Global Best Practices. Paper presented at International Advertising Association, March, Newport, RI.
40. Rosen, B.N., Boddewyn, J.J., & Louis, E.A., (1988) Participation by U.S. agencies in international brand advertising: an empirical study. Journal of Advertising, 17(4), pp. 14–22.
41. Roth, Kendall, Schweiger, D.M., & Morrison, A.J., (1991) Global strategy implementation at the business unit level: operational capabilities and administrative mechanisms. Journal of International Business Studies, 22(3), pp. 369–402.
42. Roth, M.S., (1995) Effects of global market conditions on brand image customization and brand performance. Journal of Advertising, 24(4), pp. 55–75.
43. Rutigliano, A., (1986) The debate goes on: global vs. local advertising. Management Review, 75(6), pp. 27–31.
44. Shao, A.T., & Hill, J.S., (1992) Executing transnational advertising campaigns: do U.S. agencies have the overseas talent? Journal of Advertising Research, 32(1), pp. 49–58.
45. Sorenson, R.Z., & Wiechmann, U.E., (1975) How multinationals view marketing standardization. Harvard Business Review, 53(3), pp. 38–48.
46. Sorrell, M., (1999) Whatever happened to globalization? Fast Company, September, pp. 227–236.
47. Sorrell, M., (2000) Beans to Pearls—The Beginning of the End of Either/Or. Lecture given at Design & Art Direction President's Lecture Series. Copy posted at: (20 September 2000).
48. Szymanski, D.M., Bharadwaj, S.G., & Varadarajan, P.R., (1993) Standardization vs. adaptation of international marketing strategy: an empirical investigation. Journal of Marketing, 57(4), pp. 1–17.
49. Tellefsen, T., & Takada, H., (1999) The relationship between mass media availability and multicountry diffusion of consumer products. Journal of International Marketing, 7(1), pp. 77–96.
50. Tharp, M., & Jeong, J., (2001) The global network communications agency. Journal of International Marketing, 9(4), pp. 111–131.
51. Walters, P., (1986) International marketing policy: a discussion of the standardization construct and its relevance for corporate policy. Journal of International Business Studies, summer, pp. 55–69.
52. West, C.D., (1996) The determinants and consequences of multinational advertising agencies. International Journal of Advertising, 15(2), pp. 128–139.
53. Wiechmann, U.E., & Pringle, L.W, (1979) Problems that plague multinational marketers. Harvard Business Review, July—August, pp. 118–124.
54. Zhang, Y., & Gelb, B.D., (1996) Matching advertising appeals to culture: the influence of products' use conditions. Journal of Advertising, 25(3), pp. 29–46.