Antecedents, Policies and Practices of Promotional Standardisation Strategy: A comparison of British MNCs' and Advertising Agencies in the UK, France and Germany
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چکیده
The aim of this study is to provide a new insight into the “cause-effect” chain that “traditional” research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies’ promotional standardisation decision making which, in turn affects the level of standardisation of these promotional elements – Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion.
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