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Advertising agency’s B2B relationship with MNC’s across the UK, France and Germany : with particular reference to internet promotional standardisation strategy

Paliwoda, Stanley and Stewart, Malcolm (2011) Advertising agency’s B2B relationship with MNC’s across the UK, France and Germany : with particular reference to internet promotional standardisation strategy. In: IMP Conference 2011, 2011-04-11.

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Abstract

The aim of this thesis is to provide a new insight into the “cause-effect” chain that “traditional” research on international promotional standardisation has neglected. An industrial theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of Advertising Agency’s and MNC’s Internet Promotional Standardisation decision-making, which, in turn affects the level of standardisation of this element. This framework allowed the researcher to formulate further propositions and the design of a discussion guide for in-depth interviews to test these propositions and carry out the necessary collection of primary data. Thus, 3 interviewees were interviewed from 3 Agencies across the 3 countries The framework supports the notion that there are antecedents that drive Internet Promotional standardisation with regard to Agency’s and their B2B relationship with MNC’s. Therefore this paper adds a valuable contribution in Internet Promotion to this subject area. The study finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest!