Marketing consumer services internationally: Localisation and standardisation revisited

Abstract

This paper investigates international advertising approaches of USA‐based corporations that offer consumer services in overseas markets. Based on the empirical findings, the data reveal that the majority of the respondent executives tend to follow a localized rather than a standardized advertising approach in marketing such services. Respondents also indicate that companies using such a localized advertising approach take cultural variables more seriously than do companies following a standardized approach. Here, however, respondents on either side of the standardized/localized debate concur. For example, there is virtual unanimity from respondents in terms of their perception that government regulations make it difficult to create and use universal campaigns, and that language diversity necessitates the use of local communication expertise in each market. Furthermore, and perhaps important in terms of the constant stress placed these days upon globalization, both groups seem unconvinced that advertisements can be universally understood, and that an advertising theme can be the same for all markets. Thus, this paper supports the notion that perceived differences in consumers' lifestyles do act as major obstacles to universal advertising campaigns.

Citation

Kanso, A. and Kitchen, P.J. (2004), "Marketing consumer services internationally: Localisation and standardisation revisited", Marketing Intelligence & Planning, Vol. 22 No. 2, pp. 201-215. https://doi.org/10.1108/02634500410525869