Does standardisation work in international marketing?

Kenneth L. Robbins

European Management Journal, 1987, vol. 5, issue 4, 253-256

Abstract: The author discusses standardisation of international marketing, with particular reference to advertising. He believes that the trend towards standardisation will increase, although there will always be a role for national and multinational approaches more adapted to different national markets. In his view the most important reason for increasing internationalisation is the exploitation of the company's best ideas and the biggest single constraint is the need to internationalise the corporate culture.

Date: 1987
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