Laroche, Michel; Kirpalani, V H; Pons, Frank; Zhou, Lianxi - In: Journal of International Business Studies 32 (2001) 2, pp. 249-266
Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited...
