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 in international advertising have been whether to 'standardise or adapt' global strategies, to 'centralise or decentralise' global planning, and which agency or agencies to select for global accounts. Since the 1960s, there have been many studies discussing the pros and cons of these issues (Aylmer 1970; Sorenson & Wiechmann 1975; Kirpalani et al. 1988; Rosen et al.1988; Jain 1989; Kanso...

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