GLOBAL ADVERTISING IN THE INTERNET ERA: THE STANDARDIZATION-CUSTOMIZATION DEBATE REVISITED

Rasha Y. Tantawy, and Babu P. George
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Rasha Y. Tantawy,: Swiss Management Center University, Vorstadt 26a, 6300 Zug, Switzerland
Babu P. George: Fort Hays State University, KS-67601, USA

EcoForum, 2016, vol. 5, issue 1, 19

Abstract: Advertising is a huge worldwide industry growing in importance due to the high penetration rate through mainstream media channels and the internet, reflecting social values worldwide. While the standardization versus localization debate has quite matured in the case of traditional advertising, it has not yet touched upon most critical issues related to digital marketing. The paper reviews the literature, compares both the strategies, and conclude with recommendations for global advertising decision makers.

Keywords: global advertising; adaptation; standardization; e-marketing; digital; culture (search for similar items in EconPapers)
Date: 2016
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:scm:ecofrm:v:5:y:2016:i:1:p:19

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