文化和市场的融合对跨国企业的市场营销策略的影响毕业论文

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1、. . . . 本科毕业论文外文文献与译文文献、资料题目：Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia文献、资料来源：网络文献、资料发表（出版）日期：2012.6 院 （部）： 商学院专 业： 市场营销班 级： 营销111姓 名： 小乐学 号： 2011091422指导教师： 高桂平翻译日期： 2015.6.1056 / 58外文文献In

2、fluences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and AsiaPurpose The purpose of this research is to study creative strategy and execution as opposed to allelements of marketing and advertising standardizatio

3、n. It explores the standardizationmodel (e.g.global, glocal, local, and single case strategy) byexamining the international advertising strategiesthat multinational corporations (MNCs) from North America, Europe, and Asia used in theiradvertising campaigns targeting two culturally different markets:

4、 the United States and China.Design/methodology/approach A content analysis of 210 print advertisements compares theextent of standardization in creative strategy and execution across product country of origin ( Japan,Korea, Belgium, France, Germany, Great Britain, the Netherlands, Sweden, Switzerla

5、nd, and theUnited States). Western versus non-Western cultural cues are also coded and examined.Findings Overall, MNCs are more likely to adopt the glocal strategy than any other strategies intheir international campaigns. Specifically, EU-based MNCs tend to pursue the global strategy,whereas the No

6、rth America-based MNCs seem to favor the glocal strategy and Asia-based MNCs tendto use local strategy. Western and non-Western cultural values are found to manifest in the Americanand Chinese ads similarly, indicating a trend of increasing similarity in international advertising inface of global co

7、nsumer culture.Research limitations/implications The results of this content analysis provide a fuller picture inunderstanding the long-standing issues of standardization in international advertising because of anapproach to analyze creative strategy separately from execution. However, content analy

8、sis isinherently limited in inferring causality between observed patterns and mechanisms/variables thataccount for the patterns. Also, the time frame for sample selection, which is set as a year prior to the2008 global financial crisis, is another limitation of the study.Practical implications There

9、 is an ongoing trend of using “one-creative, multiple-execution”strategy in international advertising. MNCs may distinguish advertising creative strategy fromexecution when developing their international advertising campaigns.Originality/value First, this study addresses the issue with a clear conce

10、ptual definition ofstandardization and differentiates the strategic and tactic standardization. Second, this is the firstattempt to explore the standardization model using a sample of 51 multinational brands from NorthAmerica, Europe, and Asia. The authors find that MNCs are practicing somestandardi

11、zationadvertising strategy, but to varying degrees. Third, this study identifies and empirically tests twoexternal factors culture and convergence of external markets that influence standardization.Key Words :Advertising standardization；Global consumer culture positioning； Global marketing strategy；

12、Multinational companies1. IntroductionHow to standardize advertising messages has been a challenge to multinationalcorporations (MNCs) in the era of globalization. As a means of establishing a uniformglobal strategy and image (Samiee et al., 2003), marketing managers of MNCsemploya standardized adve

13、rtising strategy designed to maximize the firms profit potential( Jain, 1989) and enhance itsperformance outcomes (Schilke et al., 2009). The renewedinterest in the decades-old standardization debate among academics and professionalshas moved beyond the question of whether to standardize internation

14、al advertising oradapt international advertising to foreign markets. Current concern centers on how touse standardization and localization approaches effectively in the face of contingencyfactors such as cultural environments, customer profiles, market diversity, producttypes, organizational determi

15、nants, and campaign-related factors (Gabrielsson et al.,2008; Taylor, 2005; Vrontis et al., 2009).Unfortunately, research on the long-standing debate about the merits ofstandardization in international advertising has not come to substantial conclusionon generalizable findings (Harris and Attour, 20

16、03; Melewar and Vemmervik, 2004;Okazaki and Mueller, 2008; Vrontis et al., 2009). Critics point out that a number ofdeficiencies in the research literature made advertising standardization fuzzy andcomplex to understand (Melewar and Vemmervik, 2004). According to them, thefundamental flaw is that th

17、e concept of standardization is loosely defined; noconsistent or coherent model has been developed to guide practitioners (Duncan andRamaprasad, 1995; Okazaki and Mueller, 2008; Taylor, 2005; Taylor and Okazaki,2006;Zou and Volz, 2010). Not surprisingly, empirical support for propositions ofstandard

18、ization is inconsistent, if not conflicting (Okazaki et al., 2006; Samiee et al.,2003).To address the conceptual ambiguity, Wei and Jiang (2005) proposed astandardization model to deepen the understanding of MNCs internationaladvertising strategy from a perspective of how the level of standardizatio

19、n increative strategy relates to the level of standardization in execution. The modelhighlights a dynamic relationship between creative strategy and execution instandardizing international advertising campaigns. However, they empirically testedthe model using only advertisements of a single brand (N

20、okia) sampled from the USAand China. In addition, the model did not incorporate environmental factors(e.g. cultural values and market homogeneity) that impact MNCs advertising strategy.Motivated by the global cultural positioning theory, this study aims to examine theadvertising strategies of MNCs s

21、elected from North America, Europe, and Asia, whichadvertise in two culturally different markets the USA and China. In doing so, the roleof environmental factors in influencing the international advertising of those MNCs isexplored. The study is a timely response to Taylors (2005) call for new appro

22、ach toresearch the standardization issue in international advertising. He argued that: international advertising research is poised to advance to a new level. Whileinternational advertising has seen debate on the standardization versus localadaptationissue, dating back even well before Levitts (1983

23、) article sparked controversy (e.g. Elinder,1965; Fatt, 1967), it is now clear that the focus needs to move beyond which general approachis more desirable to look instead at the factors that allow for successful standardization ofadvertising. There is a need for research that empirically tests wheth

24、er various factors thathave been proposed will impact the ability to effectively standardize advertising. A model ofwhen standardization is feasible and how it works would represent a major advance in theliterature (p. 11).2. Conceptual framework and hypotheses2.1 Conceptualization of advertising st

25、andardizationThe deficiencies in the existing frameworks of standardization in internationaladvertising resulted in failure to illuminate the issue (Melewar and Vemmervik, 2004;Wei and Jiang, 2005). Past research in the standardization issue has been diverse intheoretical perspectives, including con

26、tingency theory (Melewar and Vemmervik,2004) global marketing strategy (GMS) theory (Okazaki et al., 2007; Taylor andOkazaki, 2006; Zou and Volz, 2010), global consumer culture theory (GCCT) (Akakaand Alden, 2010; Alden et al., 1999; Okazaki et al., 2010), and resource-advantagetheory (Griffith and

27、Yalcinkaya, 2010). Research methods employed by scholars werealso diverse, such as survey (Fam and Grohs, 2007; Kanso and Nelson, 2007) andcontent analyses (Nelson and Paek, 2007; Okazaki and Mueller, 2008). Nevertheless,several key aspects of the standardization issue remain unsolved (Fam and Grohs

28、,2007). A major limitation of the past research is that standardization in internationaladvertising was conceptualized in a general sense; few studies explicated the conceptfully by differentiating key aspects of an advertising message into distinctivedimensions such as creative strategy and executi

29、on. Conceptually and practically,creative strategy and the execution of an advertising campaign can be standardizeduniformly or independently.Creative strategy and execution jointly shape the content and presentation of anadvertisement (Ramaprasad and Hasegawa, 1992). Creative strategy refers to a p

30、olicyor guiding principle that specifies the general nature and character of messages to bedesigned (Frazer, 1983). Simply put, it concerns “what is said” in advertising (Mueller,1996). On the other hand, execution refers to the selection of appeals, copy, andillustrations to execute the chosen crea

31、tive strategy. It is about “how its said” inadvertising (Mueller, 1996). Past research has indicated that MNCs tend to adoptvarying degrees of standardization in creative strategy vis-a -vis execution. Forexample, Eger (1987) found that the creative strategy of a MNCs internationaladvertising campai

32、gn tended to be standardized, while the execution formats wereusually localized, adapting to the unique environment of different foreign markets.Based on the consideration that creative strategy and execution are intertwined butrepresent two different aspects of an advertising message, Duncan and Ra

33、maprasad(1995) proposed that whether international advertising practices are standardized orlocalized depends largely upon how creative strategy differentiates from execution.Their theorization of the standardization issue in international advertising advancesthe literature with a fresh approach to

34、address the deficiencies in the existingframeworks (Paek et al., 2002;Wei and Jiang, 2005). However,Duncan andRamaprasad(1995) did not elaborate on the different configurations of creative strategy andexecution to make their approach empirically testable.Building onDuncan and Ramaprasads (1995) fram

35、ework, Wei and Jiang (2005)developed a model with a typology of creative strategy and execution as two dimensions.In doing so, they were informed by the configurational theory of organizations (Meyeret al., 1993; Mintzberg,1983), which conceived different combinations or “configurations”of strategic

36、 elements to make up the strategy spectrum (Lim et al., 2006).Specifically, the model of configuration in standardization (see Figure 1) consists offour distinctive types of general strategy in international advertising: global strategy,glocal strategy, local/country-specific strategy, and single-ca

37、se strategy. According toWei and Jiang (2005), the global strategy is characterized as a highly standardizedcreative strategy coupled with highly standardized execution, by which advertisingmessages are used on a global scale with virtuallyno change in themes, positioning,illustrations, or copy exce

38、pt fortranslation Figure 1where needed (such as use of localsubtitles). The glocal strategy refers to a combination of a highlystandardizedcreativestrategy with highly adapted execution, by which the transfer of a centrally setcreative strategy across borders with each marketexecuting the strategyac

39、cordingto its environment. The local strategy is characterized as a highly adaptedcreative strategyaccompanied with highly adapted execution, by which MNCs localizethe creative concept, positioning, and actual production of the advertising message .according to the specific socio-cultural conditions

40、 of the market where theyadvertise. The single case strategy represents a combination of a highly adaptedcreative strategy with highlystandardized execution.Although Wei and Jiangs (2005) standardization model provides a new perspectivetoexamine the long-standing standardization issue in internation

41、al advertisingresearch, it may not be theoretically sophisticated enough to delimit the research focusto advertising itself. After all, advertising strategy hinges upon a businessorganizations positioning strategy (Fill, 1999; Ries and Trout, 1986), which is thekey element of modern marketing manage

42、ment (Hooley et al., 1998; Kotler, 2000).Therefore, the positioning literature is reviewed next to shed light on the internationaladvertising strategy issue at the broad and strategic level.GCCT is one of the newest and widely applied frameworks in understanding thenew realities of globalized market

43、s (Okazaki et al, 2010). Akaka and Alden (2010)defined global consumer culture (GCC) as “a collection of common signs and symbols,including brands that areunderstood by significant numbers of consumers in urbanmarkets around the world” (p. 37). GCC theorists argue that a global culture ofconsumption

44、 is emerging as a result of the“increasing interconnectedness of variedlocal cultures as well as through development of cultures without a clear anchorage inany one territory” (Hannerz, 1990, p. 237).Recognizing the emergence of GCC, Alden et al. (1999) proposed a series of brandpositioning strategi

45、es across cultural borders; the strategies range along a continuumanchored by being global and being local, from global consumer culture positioning(GCCP) and foreign consumer culture positioning (FCCP) to local consumer culturepositioning (LCCP). Specifically, GCCP refers to a strategy that “associ

46、ates the brandwith a widely understood and recognized set of symbols believed to constituteemerging global consumer culture” (Alden et al., 1999, p. 75). It resonates withincreasingly global segments of consumers (Okazaki et al., 2010). On the other hand,FCCP refers to a strategy that “positions the

47、 brand as symbolic of a specific foreignconsumer culture; that is, a brand whose personality, use occasion, and/or user groupare associated with a foreign culture” (Alden et al., 1999, p. 78). Moreover, LCCP isdefined as a strategy that “associates the brand with local cultural meanings, reflectsthe

48、 local cultures norms and identities, is portrayed as consumed by local people in thenational culture, and/or is depicted as locally produced for local people” (Alden et al.,1999, p. 78).The above brand positioning strategies illuminate how MNCs market their productsin coping with the growth of glob

49、al markets. On the other hand, these strategies cannotbe simplyconsidered as conceptually equal to the standardization and localizationstrategies in international advertising. As Alden et al. (1999) explained, both GCCP andFCCP (e.g. Louis Jadot wine was positioned globally as a “taste” of France) c

50、anbe employed in a standardized advertising campaign. At the extreme, a marketingmanager may possibly position a brand using GCCP in one national market, FCCP in asecond, and LCCP in a third. Even GCCP may be communicated (somewhat) differentlyin each market.Undoubtedly, the concepts of GCC and GCCP

51、 help clarify the long-standingstandardization vs adaptation debate in international advertising (Akaka and Alden,2010). They suggest that global brand advertising may benefit the most from acombined or hybrid approach (e.g. a combination of the standardization andadaptationapproaches). According to

52、 Akaka and Alden (2010), GCCP is a validmarketingstrategy in which “international advertising plays an important role in transferringcultural messages and portraying globally shared signs.” However, “certain symbolsassociated with the construct (i.e. basic and subordinate-level symbols) may varyacro

53、ss cultures” (p. 50). In summary, the positioning strategies derived from GCCPadvance the understanding of how branding transcends cultural boundaries, and howinternational advertising works in the context of global brands (Okazaki et al., 2010).Based on the above review of GCC and GCCP at the strat

54、egic level, we expectthe sampled ads in this study to show a dynamic variation of standardization in themeaning-transfer process, in which the advertised brand is associated with other signsthat reflect its original culturalorientation (e.g. language, esthetics, symbols, and storythemes). Therefore,

55、 this study examines the standardization model across nations andcontinents to seek a better understanding of how MNCs selected from differentcountries use different standardization strategies in theirinternational advertisingcampaigns targeting two culturally different markets. Informed by Wei and

56、Jiangs(2005) standardization model, we investigate MNCs international advertisingstrategyfrom the two distinctive dimensions of creative strategy and execution. A researchquestion is proposed to explore the pattern of configuration of creativestrategies andexecution in the sampled advertisements:RQ1

57、. Operating in the age of GCC, how do MNCs juggle the balance betweenstandardization and adaptation strategies in their international advertising inculturally different markets?2.2 Market convergence and advertising standardizationIn addition to GCCP theory, other major marketing strategy theories,

58、especially theGMS theory (Zou and Cavusgil, 2002; Okazaki et al., 2007; Zou and Volz, 2010), alsohold the potential explanatory power on the issue of advertising standardization. Asa broadconceptualization, the GMS examines “the extent to which an MNC globalizesits marketing strategies in various co

59、untry markets through the standardization of themarketing mix variables, concentration and coordinating of its value-adding activities,and integration of its competitive moves across the country markets” (Zou and Volz,2010, p. 59).The GMS theory has its conceptual roots in the industrial organizatio

60、n (IO) theoryand the resource-based view (RBV) theory. The key premise of IO is that external forcesimpose a varying degree of pressures on a firm, and only firms that respond to thepressures with asuccessful strategy will survive and thrive (Scherer and Ross, 1990;Zou and Volz, 2010). The RBV theor

61、ist argued, “differential endowment of strategicresources among firms is the ultimate cause of their strategy andperformance”(Zou and Volz, 2010, p. 62). Building on these two theories, the GMS theory explicitlyincorporates both external industry globalization conditions and internalorganizational f

62、actors as the critical variables that motivate an MNCs pursuitof a GMS. More importantly, the balance between the two set of variables, that is,the degree to which an MNCs GMS matches its external environment and internalorganizational resources, would make a difference in the MNCs performance in th

63、eglobal market (Okazaki et al., 2007; Zou and Volz, 2010).In the context of international advertising, it has been a recognized componentof an MNCs broader GMS. Therefore, it has been theorized to be under the influenceof both the MNCs external industry characteristics and internal organizationalatt

64、ributes (Zou and Volz, 2010). Past studies (Cavusgil et al., 1993; Florenthal andShoham, 1999; Laroche et al., 2001; Samiee et al., 2003) have identified a number ofinternal and external factors that are conducive to standardization of internationaladvertising. These include consumer and market simi

65、larities between the homecountry and the target-market country, level of market competition, products that arehigh-involvement, autonomy of a MNCs subsidiaries, and the convergence of consumerdemand. We focussed on the influence of MNCs external environment on advertisingstandardization in the present study based on the theoretical consideration that itstood out as a critical factor that affects MNCs internal structures and forces them toadapt their structures and strategies to changing conditions outside the MNCs(Okazaki et al., 2007).Our focus is also base