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Facteurs déterminants du contrôle de la publicité internationale par la maison mère des multinationales

Author

Listed:
  • V. Kirpilani

    (Concordia University [Montreal])

  • M. Laroche

    (Concordia University [Montreal])

  • R. Darmon

    (ESSEC Business School)

Abstract

Les arguments en faveur ou non de la standardisation de la publicité internationale sont nombreux et variés. Cette recherche essaie d'identifier les facteurs qui influencent le degré de contrôle par la maison mère des multinationales sur leur publicité internationale et leur stratégie de standardisation. Les différences entre les pays d'origines sur le degré de contrôle sont significatives, mais pas selon la nature du produit. Certains facteurs décisionnels affectant le degré de contrôle sur la publicité, ainsi que la stratégie de standardisation ont été identifiés. Un modèle de décision a finalement été proposé.

Suggested Citation

  • V. Kirpilani & M. Laroche & R. Darmon, 1992. "Facteurs déterminants du contrôle de la publicité internationale par la maison mère des multinationales," Post-Print hal-02015037, HAL.
    • Handle: RePEc:hal:journl:hal-02015037
    as

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