Advertising adapation strategy of global companies from developing countries: evidence from an exploratory study in China and in Thailand

机译：发展中国家跨国公司的广告适应策略：来自中国和泰国的探索性研究的证据

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This article explores the adaptation/standardization choice of advertising messages for global companies from developing countries. With verbal data collected from China and Thailand, content analysis is conducted. It is inferred from the results that contrary to what the literature suggests, adaptation strategy is preferred, implying its compatibility with global brand building mission.

机译：本文探讨了来自发展中国家的跨国公司对广告消息的适应/标准化选择。利用从中国和泰国收集的口头数据，进行内容分析。从结果可以推断出，与文献相反，适应策略是首选，这表明它与全球品牌建设使命兼容。

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来源
《2011 International Conference on Business Management and Electronic Information》|2011年|p.761-764|共4页
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Xiaoling Guo; Yonggui Wang;
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正文语种
中图分类企业现代化管理;
关键词
China; Thailand; adaptation/standardization; global brand image; multinational corporation;

机译：中国;泰国;适应/标准化;全球品牌形象;跨国公司;

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4. Advertising adapation strategy of global companies from developing countries: evidence from an exploratory study in China and in Thailand [C] . Xiaoling Guo, Yonggui Wang International Conference on Business Management and Electronic Information . 2011

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Advertising adapation strategy of global companies from developing countries: evidence from an exploratory study in China and in Thailand

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