Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries

Parthajit Doley and Mithun J. Sharma

Global Business Review, 2020, vol. 21, issue 6, 1406-1426

Abstract: In response to certain discrepancies prevalent in the debate on global advertising, we have identified important gaps in the global advertising literature. The focus of this inquiry is an investigation of the operational aspects of the standard advertising strategy by multinational companies (MNCs). Specifically, the authors attempt to identify the path to strategic implementation of standard advertising strategy through network analysis, with the determinant factors that play an important role in determining the degree of advertising strategy. The findings suggest that the extent to which multinationals can standardize their international advertising strategies will depend on the level of similarity among the countries in the network. The authors highlight that, given the inconsistency that exists in observation, it is evident that a single distinctive strategy for standard advertising may be followed by MNCs which can be the optimal solution of standardized global advertising for sustenance in the presence of steep competition. The authors discuss and highlight the various implications of the findings for business practitioners. The authors conclude the study by showing the scope for future research along with the limitations of the study.

Keywords: Advertising standardization; centrality measures; economic similarity; market segmentation (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:21:y:2020:i:6:p:1406-1426

DOI: 10.1177/0972150919856979

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