INTERNATIONAL ADVERTISING CAMPAIGN PROCESS ON MNCs: THE MANAGEMENT DECISION-MAKING ON ADAPTATION AND STANDARDIZATION STRATEGIES
Aresi, Marika (2017)
Kuvaus
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Tiivistelmä
Globalization and complex competitive environments have led companies to internationalize goods, services and marketing campaigns. A lot of debate continue to arise in order to figure it out which is the best option between standardize or adapt an advertisement. Previous studies suggest that culture and globalization are the most influential factors on deciding the marketing strategy on advertising. Supporters of standardization take in consideration more the cost benefits and other economic advantages for the company meanwhile supporters of adaptation consider cultural differences and consumer tastes still too important to consider. Empirical and managerial relevant researches do not exist, thus, it is of importance to understand how a manager should decide to implement an international advertising campaign, focusing in particular on how the message should be created and internationalized by the company.
The present study analyzes the message creation strategy from six multinational corporations, beginning from the development of a new international advertising process based on the empirical results gathered. Findings suggest that none of the two strategies is better than the other one, since every companies’ choice is made following goals and objectives of the marketing campaign itself, meaning that, one strategy is the best choice for a company when it fits the company’s objectives. Indeed, the management decision-making on standardization and local adaptation is made balancing a range of factors that are influencing their decisions on the creation of the international message. Every strategy results to be different, nevertheless, a message creation model based on management decision-making on standardization and local adaptation, it was possible to make. This helps to give a better understanding on how managers plan to launch marketing advertising within an international contest. All the main factors affecting the decision-making process are finally presented and discussed.
The present study analyzes the message creation strategy from six multinational corporations, beginning from the development of a new international advertising process based on the empirical results gathered. Findings suggest that none of the two strategies is better than the other one, since every companies’ choice is made following goals and objectives of the marketing campaign itself, meaning that, one strategy is the best choice for a company when it fits the company’s objectives. Indeed, the management decision-making on standardization and local adaptation is made balancing a range of factors that are influencing their decisions on the creation of the international message. Every strategy results to be different, nevertheless, a message creation model based on management decision-making on standardization and local adaptation, it was possible to make. This helps to give a better understanding on how managers plan to launch marketing advertising within an international contest. All the main factors affecting the decision-making process are finally presented and discussed.