The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implementing campaigns for nondomestic markets.
Advertising Localization Overshadows Standardization
Ali KansoUniversity of TexasandRichard Alan NelsonLouisiana State University
The Controversy continues to rage over the use of standardized (universal) versus localized (customized) advertising approaches....