International Advertising: Strategic and Cultural Insight from practitioners based in the United Arab Emirates
Rapallo, Alex (2012) International Advertising: Strategic and Cultural Insight from practitioners based in the United Arab Emirates. [Dissertation (University of Nottingham only)] (Unpublished)
The debate surrounding standardized versus localized advertising still remains at large. Scholars and practitioners appear to reside in three schools of thought including: standardization, adaptation and contingency approach. Many advertising failures occur due to a lack of attention to cultural differences throughout the world. Understanding cultural values with in nations has become a prerequisite for many companies.
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