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Keywords: Standardization
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Journal Articles
Journal:
Management Decision
Management Decision (2004) 42 (7): 863–881.
Published: 01 August 2004
...T.C. Melewar; Claes Vemmervik This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some...
