Standardized vs. specialized international advertising campaigns: What we have learned from a academic research in the 1990s

This paper provides a review of the academic literature regarding examining the standardization vs. specialization debate during the 1990s. While numerous studies have examined the validity of both strategies, it is clear that many companies are adopting an approach where broad strategy is standardized but actual advertising executions are localized as necessary. There is a need for future researchers to focus on how to effectively develop and implement standardized strategies as opposed to examining whether advertising should be standardized. Suggestions for further research are provided.