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2013 | OriginalPaper | Buchkapitel

7. Convergence in Global Markets: The Great Standardization Versus Localization Debate Is (Finally) Put to Rest

verfasst von : Barbara Mueller, Charles R. Taylor

Erschienen in: Media and Convergence Management

Verlag: Springer Berlin Heidelberg

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Abstract

This chapter explores a different kind of convergence—the convergence among consumer segments in the global marketplace. Growing convergence among consumer segments has increasingly enabled firms to formulate standardized marketing strategies for their brands. This has led to the great standardization versus specialization debate. For over 50 years, both academics and marketers have argued over the degree to which firms should globalize or customize their marketing programs across countries. In the following pages, we address the advantages to each approach and highlight empirical studies that have shed light on the debate. The remainder of the chapter addresses frameworks for understanding international advertising strategy and the application of cultural dimensions to international advertising research. The chapter concludes with the implications of convergence for international marketing managers.

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Vorheriges Kapitel Convergence and Controlling

Nächstes Kapitel A Process for Managing the Re-convergence of Marketing Functions

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Titel: Convergence in Global Markets: The Great Standardization Versus Localization Debate Is (Finally) Put to Rest
verfasst von: Barbara Mueller
Charles R. Taylor
Verlag: Springer Berlin Heidelberg
Buch: Media and Convergence Management
Print ISBN: 978-3-642-36162-3

Electronic ISBN: 978-3-642-36163-0

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-36163-0_7