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- W634355524 abstract "We are living in a world where globalization is getting bigger and bigger and that is why we tend to harmonize everything. At the moment the trend is to adopt a stanardized strategy mainly because of saving costs. However, this can only be feasible in certain conditions. We have seen that standardization approach has been adopted by powerful well-known international brands. They have exploited the competetive advantage of standardization and got success from is. This strategy is effective when we find similarities in cultural environment, economic and legal conditions. Standardization may succed when advertising industrial products or products where consumer involvement is low, and when the competition in not fierce. Furthermore, when to implementing a standarized advertising strategy the decision-making process in centrally controlled. In decentralized decision-making process the marketers will have to modify their initial advertisements to fit local habits and needs." @default.
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- W634355524 date "2002-01-01" @default.
- W634355524 modified "2023-09-27" @default.
- W634355524 title "Standardization or Adaption in European advertising" @default.
- W634355524 hasPublicationYear "2002" @default.
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