International Advertising Standardization: What do the Multinationals Actually Standardize?

  title={International Advertising Standardization: What do the Multinationals Actually Standardize?},
  author={Greg Harris},
  journal={Journal of International Marketing},
  pages={13 - 30}
  • G. Harris
  • Published 1 December 1994
  • Business
  • Journal of International Marketing
This article reports on a study of the international advertising practices of a sample of major United States and European multinationals in the EC. The objective of the study was to investigate the detailed forms of international advertising standardization actually practiced by the sampled companies and establish how widely spread they were across the standardization spectrum in terms of the extent of standardization practiced. Many permutations were found in terms of which executional… 

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