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- W843132022 abstract "The arguments for and against international advertising standardization are briefly reviewed. Then the factors influencing the international advertising decision are touched upon in order to show the relevance of the headquarter control factor for multinationals. The findings indicate that the extent of headquarter control on international advertising hears some relation to country of multinational corporation origin; it is independent of product, but reflects dependence on export market differences." @default.
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- W843132022 date "1988-01-01" @default.
- W843132022 modified "2023-10-16" @default.
- W843132022 title "Role of Headquarter Control by Multinationals in International Advertising Decisions" @default.
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- W843132022 doi "https://doi.org/10.1080/02650487.1988.11107073" @default.
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