ABSTRACT
This empirical study examined whether or not it is feasible to promote products the same way everywhere. This concern has been heavily debated since Levitt's (1983) call for globalized markets. Information regarding environmental factors and advertising strategy was gathered from 344 affiliates of U.S. advertising agencies in six major world regions. It was concluded that environments were too different to capitalize on advertising standardization; this perspective was echoed by practitioners when only a small percentage indicated that they standardized their multi-country campaigns.
