The Tension between Strategy and Execution: Challenges for International Advertising Research - Globalization is Much More Than Universal Branding
John B. Ford
Old Dominion University
Barbara Mueller
San Diego State University
Charles R. Taylor
Villanova University
Insights from
Nigel Hollis
Millward Brown
INTRODUCTIONThough there certainly was a significant amount of trade 50 years ago when the Journal of Advertising Researchbegan publication, the notion of international advertising had received scant attention. This would begin to change in the 1960s, and subsequent decades would see a dramatic increase in the amount of attention paid to...