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Advertising standardization in multinational corporations The subsidiary perspective

机译：跨国公司的广告标准化附属视角

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摘要

This study examines the relationship between patterns of advertising program standardization in the subsidiaries of multinational corporations (MNCs) in four countries. The data are gathered from wholly owned subsidiaries of U.S., European, and Japanese MNCs in China, Hong Kong, Singapore, and Taiwan. Results indicate that patterns of advertising standardization vary based on the national origins of MNCs. The subsidiaries of U.S.-based MNCs are the most likely to pursue a standardized advertising approach, whereas the Japanese are least likely to standardize. Larger subsidiaries demonstrate a greater likelihood of pursuing advertising standardization. The coordination and control construct is a predictor of advertising standardization across all groups of firms. Consumer similarity, advertising infrastructure, and competitive position impact advertising standardization in the subsidiaries of U.S.-based MNCs. Market and consumer similarities are significant predictors of standardization in European firms. Advertising standardization within the units of Japanese MNCs is influenced by the global identity and branding construct.
机译：本研究考察了四个国家的跨国公司（MNC）子公司中广告计划标准化模式之间的关系。数据来自美国，欧洲和日本的跨国公司在中国，香港，新加坡和台湾的全资子公司。结果表明，广告标准化的模式因跨国公司的起源而异。位于美国的跨国公司的子公司最有可能采用标准化的广告方式，而日本的跨国公司则不太可能采用标准化的广告方式。较大的子公司表现出更大的追求广告标准化的可能性。协调和控制结构是所有企业集团广告标准化的预测指标。消费者的相似性，广告基础设施和竞争地位会影响美国跨国公司子公司的广告标准化。市场和消费者的相似性是欧洲公司标准化的重要指标。日本跨国公司内部的广告标准化受全球标识和品牌结构的影响。

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