Advertising standardization's positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance

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dc.contributor.author Okazaki, Shintaro
dc.contributor.author Taylor, Charles R.
dc.contributor.author Zou, Shaoming
dc.date.accessioned 2015-10-16T12:39:19Z
dc.date.available 2015-10-16T12:39:19Z
dc.date.issued 2006-09-01
dc.identifier.citation Journal of Advertising 35.3 (2006): 17-33 en_US
dc.identifier.issn 0091-3367
dc.identifier.uri http://hdl.handle.net/10486/668585 en
dc.description.abstract 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. en_US
dc.format.extent 18 pag.
dc.format.mimetype application/pdf en
dc.language.iso eng
dc.publisher American Academy of Advertising en_US
dc.relation.ispartof Journal of Advertising en_US
dc.rights © 2006 American Academy of Advertising en_US
dc.subject.other Standardization en_US
dc.subject.other Advertising en_US
dc.subject.other Studies en_US
dc.subject.other Impact analysis en_US
dc.subject.other Business models en_US
dc.title Advertising standardization's positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance en_US
dc.type article en_US
dc.subject.eciencia Economía es_ES
dc.subject.eciencia Empresa es_ES
dc.relation.publisherversion http://www.doi.org/10.2753/JOA0091-3367350302 en
dc.identifier.doi 10.2753/JOA0091-3367350302
dc.identifier.publicationfirstpage 17
dc.identifier.publicationissue 3
dc.identifier.publicationlastpage 33
dc.identifier.publicationvolume 35
dc.type.version info:eu-repo/semantics/acceptedVersion en
dc.rights.accessRights openAccess en_US
dc.authorUAM Okazaki Ono, Shintaro (271225)


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