论文信息 - Notice of RetractionAdvertising adapation strategy of global companies from developing countries: evidence from an exploratory study in China and in Thailand

Notice of RetractionAdvertising adapation strategy of global companies from developing countries: evidence from an exploratory study in China and in Thailand

This article explores the adaptation/standardization choice of advertising messages for global companies from developing countries. With verbal data collected from China and Thailand, content analysis is conducted. It is inferred from the results that contrary to what the literature suggests, adaptation strategy is preferred, implying its compatibility with global brand building mission.

Guo Xiaoling | Wang Yonggui | Wang Yonggui | Guo Xiaoling

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