Mañana, JUEVES, 24 DE ABRIL, el sistema se apagará debido a tareas habituales de mantenimiento a partir de las 9 de la mañana. Lamentamos las molestias.
Advertising standardization's positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance
Publisher
American Academy of AdvertisingDate
2006-09-01Citation
10.2753/JOA0091-3367350302
Journal of Advertising 35.3 (2006): 17-33
ISSN
0091-3367DOI
10.2753/JOA0091-3367350302Editor's Version
http://www.doi.org/10.2753/JOA0091-3367350302Subjects
Standardization; Advertising; Studies; Impact analysis; Business models; Economía; EmpresaRights
© 2006 American Academy of AdvertisingAbstract
Building on Zou and Cavusgil’s (2002) global marketing strategy (GMS) framework, the authors propose a
structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized
advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm
performance. Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support
for the model. They also suggest that standardized advertising does enhance a firm’s financial and strategic performance,
provided that the external environment and internal resources of the firm are conducive to standardization.
Files in this item
Google Scholar:Okazaki, Shintaro
-
Taylor, Charles R.
-
Zou, Shaoming
This item appears in the following Collection(s)
Related items
Showing items related by title, author, creator and subject.