Transnational advertising development and management: an account planning approach and a process framework
Ashish Banerjee
Much prior published research and writing in the area of multinational advertising standardization has generally taken bipolar positions on the issue. This study goes beyond the polarities to argue that multinational advertising development is an evolutionary process which depends upon many factors and must be approached in a more inclusive manner, starting with consumers, their socio-cultural contexts, and their responses to advertising stimuli. Further, traditional cross-national consumer segmentation techniques may not be as appropriate as they once were, and a new approach is briefly discussed....