Reference: | 1.何穎鍇,多國籍公司在台行銷活動標準化之研究,國立台灣大學商學研究所未出版 碩士論文,民國79年。
2.馬翠萱,影響台灣製造業國際行銷標準策略標準化因素之探討,大同工學院事業經 營研究所未出版碩士論文,民國79年。
3.陳振燧,國際行銷標準劃期末報告未出版文章,民國82年。
6.彭昭英,SAS與統計分析,民國81年,四版,台北儒林圖書有限公司。
4.劉竑,影響國際行銷產品及威廣策略標準化程度之因素探討,國立中興大學企業管理研究所未出版碩士論文,民國81年。
5.廣告雜誌編輯室,廣告全球化專題報導,廣告雜誌,民國80年12月。
6.孫珣恆,多國籍企業廣告策略-本土化V.S標準化,突破雜誌,100期,民國82年11月。
1. Assael, H. “Consumer Behavior & Marketing Action,” (Fourth Edition) Pws-Kent Press,1992.
2. Baliga, B.R and Jaeger ,J.M., “Multinational Corporation :Control Sysetems and Delegation Issues,” Journal of International Business Studies. ,184,Fall ,pp.26-39.
3. Boddewyn, J.J. and Soehl, R. and Picard, J., “Standardization in International Marketing: Is Ted Levitt in Fact Right?,“ Business orizons, 1986.pp.69-75.
4. Brand, W.K.and Hulbert,J,M., “Headquarters Guidance in Marketing Strategy in The Multinational Subsidiary,” Columbia Journal of World Business,1977,,Winter,pp.7-31.
5. Buzzell, R. D., “Can You Standardize Multinational Marketing?,” Harvard Business Review,1986,Nov./Dec.,pp.102-103.
6. Cavusgil, S.T and Zou, S. and naidu, G.M. “Product and Promotion Adaption in Export Ventures: An Empirical Investigation,” Journal of International Business Studies,1993,March,pp.479-503.
7. Chakravarthy, B.S. and Perlmutter, H.V., “Strategic Planning for a Global Business,” Columbia Journal of World Business,1985, Summer,pp.5.
8. Daniels, J.D., “Bridging National and Global Marketing Strategies Through Regional Operations, “International marketing Review,1987, Aut, pp.29-44.
9. Doz, Y.L and Bartlett, C.A. and Prahalad, C.K. “Global Competitive Pressures and Host Country Demands:Managing Tensions in Mncs,” California management Review,1981,pp.63-74.
10. Dunn, S.W. “Effect of National Identify on Multinational Promotional Strategy in Europe,” Journal of marketing, Oct.1976.
11. Elinder, E. “International Advertisers Must Devise Universal Ads, Dum Separate National Ones, Swedish Adman Avers,” Advertising Age ,1961,.Nov.27,pp.91.
12. Engel, J.F. and Blackwell, R.D. and Miniard, P.W. “Consumer Behavior,” (Seventh Edition), Dryden Press,1993.pp. 13. Fatt, A.C. “The Danger of ‘Local’ International Advertising,” Journal of Marketing,1967,pp.60-62.
14. Friedmann, Roberto, “Psychological Meaning of Products: A Simplification of The Standardization vs. Adaption Debate,” Columbia Journal of World Business, 1986, Summer, pp.97-104.
15. Gariner,G. “Context and Decision Making Autonomy in the Foreign Affiliates of U.S Matinational Corporations,” Academy of Management Journal 1982,pp.893-908.
16. Gates, S.R. ,and Egelhoff ,W.G,. “Centralization in The Headquarters-Subsidiary Relationships,” Journal of International Business Studies, 1986. Summer.
17. Hamel, G. and Prahalad, C.K. “Do You Really Have a Global Strategy?,” Harvard Business Review 1985.
18. Hite, R.E and Fraser, G., “International Advertising Strategies of Multinational Corporations,” Journal of Advertising Research, August/September,1988.
19. Jain, S.C., “Standardization of International marketing Strategy:Some Research Hypotheses, “Journal of Marketing, 1989,Jan
20. Jarillo, J.C. and Martinez, J. I., “Different Role for Subsidiaries: The Case of Multiuational Corporations in Spain, “Strategic Management Journal, 1990,pp.501-512.
21. Kassarjian, H.H., “Contenet Analysis in Consumer Research,” Journal of Consumer Research, 1977,June.
22. Killough, James, “Improved Payoffs From Transnational Advertising,” Harvard Business Review, Juty/August, 1978.pp.102-110.
23. Kirpalani, V.H. and Laroche M. and Darmon R. Y., “Role of Headquarter Control by Mutinationals in International Advertising Decision,”, International Journal of Advertising, 1988,pp.323-333.
24. Kolter, Philip, “Global Standardization-Courting Danger,” The Journal of Customer Marketing, 1986,pp.13-15.
25. Kolter, Philip, “Marketing Managent Analysis,Planning,Implemention, and Control,” (Seventh Edition), 1991,pp.597-615.
26. Lawrence, P. & Lorsch .J. “Differetiation and Integration in Complex Organizations, “Administrative Science Quarterly,1967,pp.1-47.
27. Levitt, Theodore, “The Globalization of Market, “Harvard Business Review, 1983, May/June,92-102.
28. Miles, R.E. and Snow, C.C., “Organization Strategy,Structer and process,”, Mcgraw-Hill Book Company,1978.
29. Miracle, G. “International Advertising Principles and Strategies,” MSU Business Topics, 1968,pp.29-36.
30. Onkvisit,S.and Shaw, J.J, “Standardized International Advertising :A Review and Critical Evaluation of the Theoretical and Emirical Evidence,” Columbia journal of World business, 1987,Fall.
31. Ozsomer, A. and Bodur, M. and Cavusgil, S.T., “Marketing Standardisation by multinational in an Emerging Market, “European Journal of Marketing, 1990,pp.50-64.
32. Peebles, D.M. and Rayans, J.K. and Vernon, I.R., “Coordinating International Advertising, “Journal of Marketing, 1978,January,28-34.
33. Perry, Michael, Dov Izraeli , and Arnon Perry, “Image Change As a Result of Advertising,” Journal of Advertising Research, 1976,vol.16.no.l,45-50.
34. Picard, J. “Factors of Varience in Multinational Marketing Control in L.G.,” Matson and F.Widersheim-Paul (eds.)Recent Research on the International of Business. 1977.
35. Porter, M., “Competition in Global Industries:A Conceptual Framework,” Competition in Global Industries, Porter, M., Ed. Boston, MA: Harvard University Press,1986.
36. Prahald, C.K., “Strategic Choices in Diversified MNCs,”, Harvard Business Review, 1976,55,7-78.
37. Quelch, J. A and Hoff,E.J, “Customizing Global Marketing?,” Harvard business Review, 1986,May-June.
38. Rau ,P.A. and Prebie, J.F. ”Standardization of Marketing Strategy by Multinational, “International marketing Review ,1987,pp18-28.
39. Rosenzweig ,P. M.and Singh, J.V. “Organizational Enviroments and The multinational Fnterpriese,” Academy of Mamagement Review,1991,No.2.
40. Roostal, I. “Standardization of Advertising for Western Europe,” Journal of marketing Oct. 1963.
41. Ryans, J.D. and Donnelly, J.H., “Standardized Global ad.:A Call as Yet Unanswered,” Journal of marketing, 1969,Aprial,pp.57-60.
42. Ryans, J.K., Jr. and Ratz, D.G.”Advertising Standardization,” International Journal of Advertising, 1987,pp.45-158.
43. Samiee, S. and Roth, K. “The Influence of Global marketing Standardization on Performance,” Journal of Marketing, 1992.pp.1-17.
44. Sorenson, Ralph Z. and Wiechmann, U.E., “How Multinationals View Standardization,” Harvard Business Review, 1975,May/June,pp.38.
45. Synodinos, N.E. and Keown, C.F. and Jacobs, L.W., “Transnational Advertising Practices:A Survey of Leading Brand Advertisers in Fifteen Countries,” Journal of Advertising Research, 1989, April/May,pp.43-49.
46. Terpstra, V. and Sarathy, R., “International marketing”, (Fifth Edition), 1991,pp.449-485.
47. Walker, O.C. and Ruekert, R.W. “Marketing’s Role in the Implementation of Business Strategies:A Critical Review and Conceptual Framework,” Journal Marketing,1987.pp.15-33.
48. Walters, Peter G.P., “International Marketing Policy : A Dicussion of The Standardization Construct and Its Relevance for Corporate Policy,” Journal of International business Strategies, 1986,Summer,pp.55-69.
49. Whitelock ,J. and Chung, D. “Cross-Cultural Advertising:An Empirical Study,” International Journal of Advertising, 1989,pp.291-310.
50. Wind, Y. “The Myth of Globalization,” The Journal of Consumer Marketing, 1986, No2.Spring.
51. Yu, C.J. and Yi, C. “Print Advertising Strategies of Korea multinational Firms,” Development in Pacific-Asian Business:Education and Research”,1990.pp.8-10.
52. Yu, C.J. “International Advertising Strategies of Taiwaness Firms,” Interim report submitted to the National Science Council,R.O.C,1993.pp.8-10. |