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• W1614238504 abstract "Purpose This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major obstacles that impede advertising standardization and examining linkages between the use of creative approaches (standardized vs localized) and firms ' length of business and sales volume." @default.
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• W1614238504 date "2015-11-02" @default.
• W1614238504 modified "2023-09-27" @default.
• W1614238504 title "Meaningful obstacles remain to standardization of international services advertising" @default.
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• W1614238504 doi "https://doi.org/10.1108/ijcoma-10-2013-0108" @default.
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