GLOBAL ADVERTISING IN THE INTERNET ERA: THE STANDARDIZATION-CUSTOMIZATION DEBATE REVISITED

Authors

  • Rasha Y. TANTAWY Rasha Swiss Management Center University
  • Babu P. GEORGE Fort Hays State University, KS

Keywords:

global advertising, adaptation, standardization, e-marketing, digital, culture

Abstract

Advertising is a huge worldwide industry growing in importance due to the high penetration rate through mainstream media channels and the internet, reflecting social values worldwide. While the standardization versus localization debate has quite matured in the case of traditional advertising, it has not yet touched upon most critical issues related to digital marketing. The paper reviews the literature, compares both the strategies, and conclude with recommendations for global advertising decision makers.

Author Biographies

Rasha Y. TANTAWY, Rasha Swiss Management Center University

Doctoral Candidate in Business Administration

Babu P. GEORGE, Fort Hays State University, KS

Associate Professor in the Department of Management

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Additional Files

Published

15.01.2016

Issue

Vol. 5 No. 1 (2016)

Section

Management, Marketing and Business Administration

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