Advertising standardization in India: US multinational experience

International Journal of Advertising

Volumn 21, Issue 1, 2002, Pages 47-66

  Chandra, Aruna ^a   Griffith, David A ^b   Ryans, John K ^c  

^a INDIANA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF HAWAII   (United States)

^c KENT STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84986151082     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.2002.11104916     Document Type: Article

References (52)

1. Agrawal, M., (1995) ‘Review of a 40-year debate in international advertising: practitioner and academician perspectives on the standardization/adaptation issue’, International Marketing Review, 12(1), 26–48.
2. Armstrong, J.S., & Overton, T.S., (1977) ‘Estimating nonresponse bias in mail surveys’, Journal of Marketing Research, 24(3), 396–402.
3. Baalbaki, I.S., & Malhotra, N.K., (1993) ‘Marketing management bases for international market segmentation: an alternative look at the standardization/customization debate’, international Marketing Review, 19(1), 19–44.
4. Baalbaki, I.S., & Malhotra, N.K., (1995) ‘Standardization versus customization in international marketing: an investigation using bridging conjoint analysis’, Journal of the Academy of Marketing Science, 23(3), 182–194.
5. Bilkey, WJ., & Tesar, G., (1977) ‘Export behavior of smaller-sized Wisconsin manufacturing firms’, Journal of International Business Studies, 8(1), 93–98.
6. Black, G., (1986) ‘Think globally, sell locally’, Business Marketing, 71(5), 144.
7. Blackwell, R., Ajami, R., & Stephan, K., (1992) ‘Winning the global advertising race: planning globally, acting locally’, Journal of International Consumer Marketing, 3(2), 97–120.
8. Boddewyn, J.J., (1982) ‘Advertising regulation in the 1980s: the underlying global forces’, Journal of Marketing, 46(1), 27–35.
9. Boddewyn, J.J., & Hansen, D.M., (1976) ‘American marketing in the European Common Market 1963–1973’, Report No. 76–107, Marketing Science Institute, Cambridge, MA.
10. Brown, D.L., (1923) Export Advertising. New York: Ronald Press.
11. Buckley, P.J., (1996) ‘The role of management in international business theory: a meta-analysis and integration of the literature on international business and international management’, Management International Review, 36(1), 7–54.
12. Buzzell, R., (1968) ‘Can you standardize multinational marketing?’, Harvard Business Renew, 46(6), 102–113.
13. Chandrasekaran, A., & Ryans, J.K., Jr (1996) ‘U.S. foreign direct investment in India: emerging trends in MNC entry strategies’, The international Executive, 38(5), 599–612.
14. Chatterjee, S., & Price, B., (1991) Regression Diagnostics. New York: Wiley.
15. Culter, B.D., Thomas, E.G., & Rao, S.R., (2000) ‘Informational/transformational advertising: differences in usage across media types, product categories, and national cultures’, Journal of International Consumer Marketing, 12(3), 69–83.
16. Donnelly, J.H., & Ryans, J.K., Jr (1969) ‘Standardized global advertising, a call as yet unanswered’, Journal of Marketing, 33(2), 57–60.
17. Douglas, S.P., & Urban, CD., (1977) ‘Life-style analysis to profile women in international markets’, Journal of Marketing, 41(3), 46–54.
18. Eger, J.M., (1987) ‘Global television: an executive overview’, Columbia Journal of World Business, 22(3), 5–10.
19. Elinder, E., (1961) ‘How international can advertising be?’, International Advertiser, (December), 12–16.
20. Fatt, A., (1967) ‘The danger of “local” international advertising’, Journal of Marketing, 31(1), 60–62.
21. Green, R.T., Cunningham, W., & Cunningham, I., (1975) ‘The effectiveness of standardized global advertising Journal of Advertising, 4(3), 25–30.
22. 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, 57–64.
23. Hu, M.Y., & Griffith, D.A., (1997) ‘Conceptualizing the global marketplace: marketing strategy implications’, Marketing Intelligence and Planning, 15(3), 117–123.
24. Jain, S.C., (1989) ‘Standardization of international marketing strategy: some research hypotheses’, Journal of Marketing, 53(1), 70–79.
25. James, W.L., & Hill, J.S., (1991) ‘International advertising messages: to adapt or not to adapt’, Journal of Advertising Research, 31 (June—July), 65–71.
26. Johanson, J., & Vahlne, J.-E., (1977) ‘The internationalization process of the firm—a model of knowledge development and increasing foreign market commitments’, Journal of International Business Studies, 8 (spring/summer), 23–32.
27. Johanson, J., & Vahine, J.-E., (1990) ‘The mechanism of internationalization’, International Marketing Review, 7(4), 11–24.
28. Johanson, J., & Wiedershein-Paul, E, (1975) ‘The internationalization of the firm—four Swedish cases’, Journal of Management Studies, 12, 305–322.
29. Kanso, A., (1992) ‘International advertising strategies: global commitment to local vision’, Journal of Advertising Research, (January/February), 10–14.
30. Kernan, J.B., & Domzal, T.J., (1993) ‘International advertising: to globalize, visualize’, Journal of International Consumer Marketing, 5(4), 51–71.
31. Levitt, T., (1983) ‘The globalization of markets’, Harvard Business Review, 61, 92–102.
32. Ohmae, K., (1989) ‘Planting for a global harvest’, Harvard Business Review, 67 (July—August), 136–145.
33. Onkvisit, S., & Shaw, J.J., (1999) ‘Standardized international advertising: some research issues and implications’, Journal of Advertising Research, 39(6), 19–24.
34. Ozsomer, A., & Prussia, G.E., (2000) ‘Competing perspectives in international marketing strategy: contingency and process models’, Journal of International Marketing, 8(1), 27–50.
35. Propson, C.F., (1923) ‘Illustrating the foreign campaign’, Export Advertising Practice. New York: Prentice Hall.
36. Quelch, J. A., & Hoff, E.J., (1986) ‘Customizing global marketing’, Harvard Business Review, 64(3), 59–68.
37. Rau, P.A., & Preble, J.F., (1987) ‘Standardization of marketing strategy by multinationals’, International Marketing Review, 4(3), 18–28.
38. Ryans, J.K., Jr (1969) ‘Is it too soon to put a tiger in every tank?’, Columbia Journal of World Business, 69–75.
39. Samiee, S., & Roth, K., (1992) ‘The influence of global marketing standardization on performance’, Journal of Marketing, 56 (April), 1–17.
40. Sandler, D.M., & Shani, D., (1992) ‘Brand globally but advertise locally?: An empirical investigation’, International Marketing Review, 9(4), 18–31.
41. Sethi, V., Datta, L., & Wise, G., (1990) ‘A passage to India: a marketing perspective’, International Marketing Remew, 7(1), 48–60.
42. Shao, A.T., Shiu, L.P., & Shao, D.H., (1992) ‘Are global markets with standardized advertising campaigns feasible?’, Journal of International Consumer Marketing, 4(3), 5–16.
43. Shoham, A., (1995) ‘Global marketing standardization’, Journal of Global Marketing, 9(1/2), 91–119.
44. Sirisagul, K., (2000) ‘Global advertising practices: a comparative study’, Journal of Global Marketing, 14(3), 77–97.
45. Sorenson, R.Z., & Weichmann, U.E., (1975) ‘To what extent should a consumer goods multinational vary its marketing from country to country?’, Harvard Business Review, 53(3), 38–54.
46. Srivastava, T., & Schoenbachler, D.D., (1999) ‘An examination of the information and thematic content of consumer print advertising in India’, Journal of International Consumer Marketing, 12(2), 63–85.
47. Szymanski, D.M., Bharadwaj, S.G, & Varadarajan, P.R., (1993) ‘Standardization versus adaptation of international marketing strategy: an empirical investigation’, Journal of Marketing, 57(4), 1–17.
48. Tai, S.H.C., (1997) ‘Advertising in Asia: localize or regionalize?’, International Journal of Advertising, 16(1), 48–61.
49. Tai, S.H.C., & Wong, Y.H., (1998) ‘Advertising decision making in Asia: “Glocal” versus “Regcal” approach’, Journal of Managerial Issues, 10(3), 318–339.
50. Walters, P.G.P., (1986) ‘International marketing policy: a discussion of the standardization construct and its relevance for corporate policy’, Journal of International Business Studies, 17(2), 55–69.
51. Wind, Y., & Douglas, S.P., (1972) ‘International market segmentation’, European Journal of Marketing, 6(1), (spring), 17–25.
52. Wind, Y., & Yora, (1986) ‘The myth of globalisation’ Journal of Consumer Marketing, 3(2), 23–26.