Advertising standardization's positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance

TY - JOUR

T1 - Advertising standardization's positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance

AU - Okazaki, Shintaro

AU - Taylor, Charles R.

AU - Zou, Shaoming

PY - 2006

Y1 - 2006

N2 - Building on Zou and Cavusgil's (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance. Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support for the model. They also suggest that standardized advertising does enhance a firm's financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization.

AB - Building on Zou and Cavusgil's (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance. Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support for the model. They also suggest that standardized advertising does enhance a firm's financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization.

U2 - 10.2753/JOA0091-3367350302

DO - 10.2753/JOA0091-3367350302

M3 - Article

SN - 0091-3367

VL - 35

SP - 17

EP - 33

JO - JOURNAL OF ADVERTISING

JF - JOURNAL OF ADVERTISING

IS - 3

ER -