Advertising Standardization in India: US Multinational Experience

Examines the issue of standardisation of advertising by multinational companies. Various factors are identified relating to the degree to which a firm does or does not adopt a standardised approach: target market, market position, nature of product, environmental factors, organisational factors.

Advertising Standardisation in India: US Multinational Experience

Aruna ChandraIndiana State University David A. GriffithUniversity of Hawaii andJohn K. Ryans, JrKent State University

In 1923, Goodyear's David Brown (Brown, 1923) advocated...