An integrated theory of global advertising: An application of the GMS theory

International Journal of Advertising

Volumn 29, Issue 1, 2010, Pages

  Zou, Shaoming ^a   Volz, Yong Z ^a  

^a UNIVERSITY OF MISSOURI   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 77749258753     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (80)

1. An, D. (2007) Advertising visuals in global brands' local websites: a six-country comparison. International Journal of Advertising,26(3), pp. 303-332.
2. Bain, J.S. (1956) Barriers to Competition. Cambridge, MA: Harvard University Press.
3. Barney, J. (1991) Firm resources and sustained competitive advantage. Journal of Management, 17 (March), pp. 99-120. doi:10.1177/014920639101700108
4. Bartlett, C. & Ghoshal, S. (1987) Managing across borders: new strategic requirements. Sloan Management Review (Summer), pp. 7-17.
5. Bartlett, C. & Ghoshal, S. (1991) Global strategic management: impact on the new frontiers of strategy research. Strategic Management Journal, 12, pp. 5-16. doi:10.1002/smj.4250120903
6. Bartlett, C. & Ghoshal, S. (1998) Managing Across Borders: The Transnational Solution. Boston: Harvard Business School Press.
7. Birnik, A. & Bowman, C. (2007) Marketing mix standardization in multinational corporations: a review of the evidence. International Journal of Management Reviews, 9(4), pp. 303-324. doi:10.1111/j.1468-2370.2007.00213.x
8. Buzzell, R.D. (1968) Can you standardize multinational marketing? Harvard Business Review, 46(6), pp. 102-113.
9. Cateora, P. & Graham, J. (2002) International Marketing. New York: McGraw-Hill.
10. Cavusgil, S.T., Zou, S. & Naidu, G.M. (1993) Product and promotion adaptation in export ventures: an empirical investigation. Journal of International Business Studies, 24, pp. 479-506. doi:10.1057/palgrave.jibs.8490242
11. Choi, S.M. & Ferle, C. (2004) Convergence across American and Korean young adults: socialisation variables indicate the verdict is still out. International Journal of Advertising, 23, pp. 479-506.
12. Collis, D.J. (1991) A resource-based analysis of global competition: the case of the bearings industry. Strategic Management Journal, 12, pp. 49-68. doi:10.1002/smj.4250120906
13. Douglas, S.P. & Craig, C.S. (1989) Evolution of global marketing strategy: scale, scope, and synergy. Columbia Journal of World Business (Fall), pp. 47-58.
14. Duncan, T. & Ramaprasad, J. (1995) Standardized multinational advertising: the influencing factors. Journal of Advertising, 24(3), pp. 55-67.
15. Elinder, E. (1965) How international can advertising be? Journal of Marketing, 29(2), pp. 7-11. doi:10.2307/1249253
16. Fatt, A.C. (1967) The danger of 'local' international advertising. Journal of Marketing, 31(1), pp. 60-62. doi:10.2307/1249305
17. Florenthal, B. & Shoham, A. (1999) An Israeli study on the effectiveness of standardized television commercials. European Advances in Consumer Research, 4, pp. 325-331.
18. Ford, R. & Phillips, A. (2000) Media may be global, but is youth?, in Jones, J. (ed.) International Advertising: Realities and Myths. CA: Sage, pp. 117-137.
19. Gao, Z. (2005) Harmonious regional advertising regulation? A comparative examination of government advertising regulation in China, Hong Kong, and Taiwan. Journal of Advertising, 34(3), pp. 75-87.
20. Ghoshal, S. (1987) Global strategy: an organizing framework. Strategic Management Journal, 8(5), pp. 425-440.
21. Grant, R.W. (1991) The resource-based theory of competitive advantage: implications for strategy implementation. California Management Review (Spring), pp. 114-135.
22. Hamel, G. & Prahalad, C.K. (1985) Do you really have a global strategy? Harvard Business Review, 63 (July/August), pp. 139-148.
23. Harris, G. (1994) International advertising standardization: what do multinationals actually standardize? Journal of International Marketing, 2(4), pp. 13-40.
24. Harris, G. & Attour, S. (2003) The international advertising practices of multinational companies: a content analysis study. European Journal of Advertising, 37, pp. 154-168.
25. Harvey, M. (1993) A model to determine standardization of the advertising process in international markets. Journal of Advertising Research (July/August), pp. 57-64.
26. Hill, J. & James, W. (1990) Effects of selected environmental and structural factors on international advertising strategy: an exploratory study. Current Issues & Research in Advertising, 12(1), pp. 135-154.
27. Hite, R. & Fraser, C. (1988) International advertising strategies of multinational corporations. Journal of Advertising Research (August/September), pp. 9-17.
28. Holt, D.B., Quelch, J.A. & Taylor, E.L. (2004) How global brands compete. Harvard Business Review, September, pp. 69-75.
29. Hout, T., Porter, M.E. & Rudden, E. (1982) How global companies win out. Harvard Business Review, 60 (September/October), pp. 98-105.
30. Jain, S.C. (1989) Standardization of international strategy: some research hypotheses. Journal of Marketing, 53(1), pp. 70-79. doi:10.2307/1251525
31. Jarvis C., MacKenzie S. & Podsakoff P. (2003) Critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of Consumer Research, 30(2), 199-218 doi:10.1086/376806
32. Johansson, J.K. (2003) Global Marketing (3rd edn). Boston, MA: McGraw-Hill/Irwin.
33. Johansson, J.K. & Thorelli, H. (1985) International product positioning. Journal of International Business Studies, 16(3), pp. 57-75. doi:10.1057/palgrave.jibs.8490459
34. Jones, J.P. (2000) International Advertising: Realities and Myths. Thousand Oaks, CA: Sage.
35. Kanso, A. (1992) International advertising strategies: global commitment to local vision. Journal of Advertising Research, 32(1), pp. 10-14.
36. Karande, K., Almurshidee, K. & Al-Olayan, F. (2006) Advertising standardization in culturally similar markets: can we standardize all components? International Journal of Advertising, 25(4), pp. 489-512.
37. Ko, E., Kim, E., Taylor, C.R., Kim, K.H. & Kang, I.J. (2007) Cross-national market segmentation in the fashion industry: a study of European, Korean, and US consumers. International Marketing Review, 24(5), pp. 629-651. doi:10.1108/02651330710828022
38. Lado, A.A., Boyd, N.G. & Wright, P. (1992) A competency-based model of sustainable competitive advantage: toward a conceptual integration. Journal of Management, 18 (March), pp. 77-91. doi:10.1177/014920639201800106
39. Laroche, M., Kirpalani, V.H., Pons, F. & Zhou, L. (2001) A model of advertising standardization in multinational corporations. Journal of International Business Studies, 32(2), pp. 249-266. doi:10.1057/palgrave.jibs.8490951
40. Levitt, T. (1983) The globalization of markets. Harvard Business Review, 61(3), pp. 92-102.
41. Mauri, A. & Sambharya, R. (2003) The performance implications of a global integration strategy in global industries: an empirical investigation using inter-area product flows. Management International Review, 43(2), pp. 27-45.
42. Mueller, B. (1987) Reflections of culture: an analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27, pp. 51-59.
43. Okazaki, S., Taylor, C.R. & Zou, S. (2006) Advertising standardization's positive impact on the bottom line: a model of when and how standardization improves financial and strategic performance. Journal of Advertising, 35(3), pp. 17-33. doi:10.2753/JOA0091-3367350302
44. Onkvisit, S. & Shaw, J.J. (1999) Standardized international advertising: some research issues and implications. Journal of Advertising Research, 39(6), pp. 19-24.
45. Papavassiliou, N. & Stathakopoulos, V. (1997) Standardization versus adaptation of international advertising strategies: towards a framework. European Journal of Marketing, 31(7), pp. 504-527. doi:10.1108/03090569710176646
46. Peebles, D.M. (1989) Executive insights: don't write off global advertising: a commentary. International Marketing Review, 9, pp. 73-78.
47. Porter, M.E. (1980) Competitive Strategy. New York: Free Press.
48. Porter, M.E. (1986) Changing patterns of international competition. California Management Review, 28 (Winter), pp. 9-40.
49. Porter, M.E. (1991) Toward a dynamic theory of strategy. Strategic Management Journal, 12, pp. 95-117. doi:10.1002/smj.4250121008
50. Ramaprasad, J. & Hasegawa, K. (1992) Creative strategies in American and Japanese TV commercials: a comparison. Journal of Advertising Research, 1, pp. 59-67.
51. Ran, W. & Jiang, J. (2005) Exploring culture's influence on standardization dynamics of creative strategy and execution in international advertising. Journalism and Mass Communication Quarterly, 82(4), pp. 838-856.
52. Rau, P. & Preble, J. (1987) Standardization of marketing strategy by multinationals. International Market Review, 4(3), pp. 18-28. doi:10.1108/eb008333
53. Roostal, I. (1963) Standardization of advertising for Western Europe. Journal of Marketing, 27, pp. 15-20. doi:10.2307/1248640
54. Rosenthal, W. (1994) Standardized international advertising: a view from the agency side. Journal of International Consumer Marketing, 7, pp. 39-62. doi:10.1300/J046v07n01_04
55. Roth, K. (1992) International configuration and coordination archetypes for medium-sized firms in global industries. Journal of International Business Studies, 23(3), pp. 533-549. doi:10.1057/palgrave.jibs.8490278
56. Roth, K. & Morrison, A. (1990) An empirical analysis of the integration-responsiveness framework in global industries. Journal of International Business Studies, 21, pp. 541-564. doi:10.1057/palgrave.jibs.8490341
57. Roth, M. (1995) Effects of global marketing conditions and brand image customization and brand performance. Journal of Advertising,24(4), pp. 55-75.
58. Ryans, J. (1969) Is it too soon to put a tiger in every tank? Columbia Journal of World Business, 4, pp. 69-75.
59. Samiee, S. & Roth, K. (1992) The influence of global marketing standardization on performance. Journal of Marketing, 56(2), pp. 1-17. doi:10.2307/1252038
60. Samiee, S., Jeong, I., Pae, J.H. & Tai, S. (2003) Advertising standardization in multinational corporations: the subsidiary perspective. Journal of Business Research, 56(8), pp. 613-626. doi:10.1016/S0148-2963(01)00291-0
61. Scherer, F.M. & Ross, D. (1990) Industrial Market Structure and Economic Performance. Chicago, IL: Rand McNally.
62. Schuh, A. (2000) Global standardization as a success formula for marketing in Central Eastern Europe? Journal of World Business, 35(2), pp. 133-148. doi:10.1016/S1090-9516(00)00029-8
63. Shoham, A. (1996) Marketing-mix standardization: determinants of export performance. Journal of Global Marketing,10, pp. 53-73. doi:10.1300/J042v10n02_04
64. Solberg, C. (2002) The perennial issue of adaptation or standardization of international marketing communication: organizational contingencies and performance. Journal of International Marketing, 10(3), pp. 1-21. doi:10.1509/jimk.10.3.1.19546
65. Sriram, V. & Gopalakrishna, P. (1991) Can advertising be standardized among similar countries? International Journal of Advertising, 10, pp. 137-149.
66. Synodinos, N., Keown, C. & Jacobs, L. (1989) Transnational advertising practices: a survey of leading brand advertisers in 15 countries. Journal of Advertising Research, 29(2), pp. 43-50.
67. Tai, S. (1997) Advertising in Asia: localize or regionalize? International Journal of Advertising,16, pp. 48-62.
68. Tansey, R., Hyman, M. & Zinkham, G. (1990) Cultural themes in Brazilian and US auto ads: a cross-cultural comparison. Journal of Advertising, 19(2), pp. 30-39.
69. Taylor, C.R. (2002) What is wrong with international advertising research? Journal of Advertising Research, 42(6), pp. 48-54.
70. Taylor, C.R. (2005) Moving international advertising research forward. Journal of Advertising, 34(1), pp. 7-16.
71. Taylor, C.R. & Johnson, C. (2002) Standardized vs. specialized international advertising campaigns: what we have learned from academic research in the 1990s. Advances in International Marketing, 12, 45-66. doi:10.1016/S1474-7979(02)12019-9
72. Theodosiou, M. & Leonidou, L. (2003) Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research. International Business Review, 12(2), pp. 141-171. doi:10.1016/S0969-5931(02)00094-X
73. Venkatraman, N. & Prescott, J.E. (1990) Environment-strategy coalignment: an empirical test of its performance implications. Strategic Management Journal, 11, pp. 1-23. doi:10.1002/smj.4250110102
74. Wernerfelt, B. (1984) A resource-based view of the firm. Strategic Management Journal, 5(2), pp. 171-180. doi:10.1002/smj.4250050207
75. Yavas, U., Verhage, B. & Green, R. (1992) Global consumer segmentation versus local market orientation: empirical findings. Management International Review, 32, pp. 265-272.
76. Yip, G.S. (1989) Global strategy... in a world of nations? Sloan Management Review (Fall), pp. 29-41.
77. Yip, G.S. (1995) Total Global Strategy: Managing for Worldwide Competitive Advantage. New Jersey: Prentice-Hall.
78. Yip, G.S. (1997) Patterns and determinants of global marketing. Journal of Marketing Management, 13, pp. 153-164.
79. Yip, G.S. & Coundouriotis, G. (1991) Diagnosing global strategy potential: the world chocolate industry. Planning Review (Jan/Feb), pp. 5-14.
80. Zou, S. & Cavusgil, S.T. (2002) The GMS: a broad conceptualization of global marketing strategy and its effect on firm performance. Journal of Marketing, 66(4), pp. 40-56. doi:10.1509/jmkg.66.4.40.18519