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Standardized advertisement strategy for consumer products in emerging economies: A two – step clustering method

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Author: 
Parthajit Doley and Mithun J. Sharma
Abstract: 

Global competition of multinational firms illuminates the need of standardized consumer products and considers the benefits of standardized advertising in prospective economically similar countries. The role played by standardized advertising strategy in the structural adjustment between business and changing global scenario is dynamics for the ongoing growth and value creation of consumer products. The paper tests the prospect of implementation of standardized advertisement strategy for consumer products in economically similar countries with the identical appeals in emerging economies. Standardized advertisement in economically similar countries for consumer product of business practices is determined by Two-step clustering which is quite different from conventional clustering method to maximize the differences among cases in different clusters rather than focusing on the explanation for inconsistency in the categorization of items there by reducing groupings due to chance covariation. It is found that that a single distinctive advertising standardized strategy for firms followed can be the optimal solution of standardized global advertising in the determined countries for consumer products.

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               Prof. Dr. ISMAIL YILDIRIM

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