Abstract
The theory of regionalization (Rugman and Verbeke 2004) poses that multinational enterprises (MNEs) operate successfully at a regional rather than global level, hence making the study of regional strategies both topical and imperative. This paper contributes to the limited research on regional advertising standardization by studying the influence of culture and economic integration on advertising standardization at the regional vs. the broader international level. It does so using data gathered from subsidiary managers in the Latin American trading bloc Mercosur and, by taking a novel, process oriented perspective to standardization measurement based on how standardization is implemented rather than planned.
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© 2015 Academy of Marketing Science
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Fastoso, F., Whitelock, J. (2015). How Bonding are Latin America’s Cultural and Economic Bonds? The Case of International Advertising Standardization in the Mercosur. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_3
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DOI: https://doi.org/10.1007/978-3-319-18696-2_3
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18695-5
Online ISBN: 978-3-319-18696-2
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