IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-642-36163-0_7.html
   My bibliography  Save this book chapter

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

In: Media and Convergence Management

Author

Listed:
  • Barbara Mueller

    (San Diego State University)

  • Charles R. Taylor

    (Villanova School of Business)

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.

Suggested Citation

  • Barbara Mueller & Charles R. Taylor, 2013. "Convergence in Global Markets: The Great Standardization Versus Localization Debate Is (Finally) Put to Rest," Springer Books, in: Sandra Diehl & Matthias Karmasin (ed.), Media and Convergence Management, edition 127, chapter 7, pages 89-105, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36163-0_7
    DOI: 10.1007/978-3-642-36163-0_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pradip H. Sadarangani & Anup Krishnamurthy & Richard P. Bagozzi, 2017. "Shared Consumer Needs Across India and China: A Path to Global Advertising of Services?," Management International Review, Springer, vol. 57(3), pages 473-500, June.
    2. Syed Hassan Raza & Umer Zaman & Moneeba Iftikhar & Owais Shafique, 2021. "An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators," IJERPH, MDPI, vol. 18(2), pages 1-16, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-642-36163-0_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.