Exploring the missing point of view in international advertising management

In the decades-long debates about whether standardised or adapted strategies are better for global brands, and whether centralised or decentralised international communications planning is more effective, little attention has been given to the perspective of local managers in the subsidiaries of global agencies.

Exploring the Missing Point of View in International Advertising Management: Local Managers in Global Advertising Agencies

Jaeseok JeongThe University of TexasMarye TharpEmerson college andHuhn ChoiCheil Communications

Introduction

The major debates...