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Models of advertising standardisation and adaptation: it's time to move the debate forward

By Ewa Krolikowska and Sven Kuenzel


Advertising standardisation versus adaptation has been discussed in some detail in the marketing literature. Despite previous attempts, there is still no widely-used decision-making model available that has been accepted by marketing practitioners and academics. This paper examines the development of this important area by reviewing six prominent models in the advertising standardisation/adaptation literature. It shows why there has been a lack of development in the current literature and why it is crucial to address this problem. Important areas for future research are suggested in order to find a solutio

Topics: HF
Publisher: Westburn
Year: 2008
DOI identifier: 10.1362/146934708x378668
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