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

Barbara Mueller () and Charles R. Taylor ()
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Barbara Mueller: San Diego State University
Charles R. Taylor: Villanova School of Business

Chapter 7 in Media and Convergence Management, 2013, pp 89-105 from Springer

Abstract: 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.

Keywords: European Union; Cultural Dimension; Power Distance; Uncertainty Avoidance; Consumer Culture (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-36163-0_7

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