REFERENCE

1. Achrol, Ravi Singh, Torger Reve, and Louis W. Stern, (1983), "The Environment of Marketing Channel Dyads: A Framework for Comparative Analysis," Journal of Marketing, 47 (Fall), 55-67.

2. Adel, El-Ansary (1986), "How Better Styles could Feed the World," International Marketing Review, (Spring), 39-49.

3. Alglmer, H J. (1990), "Who Makes marketing Decision in the Multinational Firm," Journal of Marketing, 34 (October), 25-30.

4. Bartlett, Christopher A. and Sumantra Ghoshal(1992), Transnational Management, Homewood, Illinois: Richard D. Irwin Inc.

5. Benedetto, C. Anthony, Mariko Tamate, and Rajan Chandran (1992), "Developing Creative Advertising Strategy for the Japanese Marketplace," Journal of Advertising Research, (January/February), 39-48.

6. Boddyewn, J.J., Robin Soehl, and Jacques Picard (1986), "Standardization in International Marketing Is Ted Levitt in Fact Right?" Business Horizon, (November/December), 69-75.

7. Boyle, Brett, F. Robert Dwyer, Robert A. Robicheaux, and James T. Simpson, (J.992), "Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures," Journal of Marketing Research, (November), 462-73.

8. Britt, Steuart Herderson, (1974), "Standardizing Marketing For the International Market," Columbia Journal of World Business, (Winter), 39-45.

9. Buzzell, Robert D., (l968), "Can You Standarize Multinational Marketing?" Harvard Business Review, (November/December), l02-113.

10. Colvin, Michael, Roger Heeler, and Jim Thorpe (1980), "Developing International Advertising Strategy," Journal of Marketing, 44 (Fall), 73-79.

11. Dichter, Ernest (1962), "The World Customers," Harvard Business Preview, 40 (July/August), 113-122.

12. Dooglas, Susan P. and C. Samuel Craig, (1989), "Evolution of Global Marketing Strategy Scale, Scope, and Synergy," Columbia Journal of World Business, (Fall), 47-59.

13. Duncab, Tom, (1992), "Standarized Global Marketing Communication Campaigns are Possible, They're Just Hard To Do," American Marketing Association, (Summer), 352-258.

14. Elinder, Erik (1961), "International Advertisers must Devise Universal Ads, Dump Separate National Ones, Swedish Adman Avers," Advertising Age, (November), 91.

15. Fatt, A. C. (1966), " the danger of local international Advertising," Journal of Marketing, (January), 60-65.

16. Friedmann, Roberto (1986), "Psychological Meaning of Products- A Simplification of the Standardization vs. Adaptation debate," Columbia Journal of World Business, 21 (Summer), 97-104.

17. Gerald, albaum, Jesper Standskov, Edwin Duerr, and Laurence Dowd(1989), International Marketing; New York: Addison-Wesley Publishing Co., pp.184-185.

18. Guiltinan, Joseph P. (3.974), "Planned and Evolutionary Changes in Distribution Channels," Journal of Retailing, 2 (Summer), 79-90.

19. Hamel, Gary and C.K Prahalad (1985), "Do You Really Have a Global Strategy?" Harvard Business Review, 63 (July/August), 139-143

20. Hammonds, Keith (1990), "Ted Levitt is Rack in the Trenches," Business Week, (April), 82-84.

21. Hornik, Jacob (1980), "Comparative Evaluation of International vs. National Advertising Strategies," Columbia Journal of World Business, (Spring), 36-45.

22. Hout, Thomas, Michael E. Porter, and Eileen Rudden, (1982), "How Global Companies Win Out," Harvard Business Review, (September-October), 98-108.

23. Huszagh, Sandra M., Richard J. Fox, and Ellen Day, (1986), "Global Marketing' An Empirical Investigation," Columbia Journal of World Business, 21(Twentieth Anniversary Issue), 31-44.

24. Jain, subhash C., (1989), "Standardization of International Marketing Strategy' Some Research Hypotheses," Journal of Marketing, 53 (January), 70-79.

25. __________, (1993), International Marketing Management, 4th ed., CA: Wadsworth Publishing Company.

26. Kanso, Ali (1992), "International Advertising Strategy: Global Commitment to Local Vision," Journal of Advertising Research, (January/February), 10-14.

27. Keegan, Warren J. (0000), Global Marketing Management, 4th ed., New York: Prentice-Hall, ch.14.

28. Killough, James (1978), "Improved payoffs from transnational advertising," Harvard Business Review, (July/August), 102-110.

29. Kotler, Philip (9186), "Global Standardization-Country Danger," Journal of Consumer Marketing, 3 (Spring), 13-15.

30. Levitt, Theodore (1983), "The Globalization of Markets," Harvard Business Review, (May/June), 92-102.

31. Lynch, Mitchell (1984), "Harvard's Levitt Called Global Marketing Guru," Advertising Age, (June)

32. Miracle, G. E. (1968), "International Advertising Principles and Strategies," MSU Business Topics, (Autumn), 29-36.

33. Mueller, Barbara (1992), "Standardization vs. Specialization' An Examination of Westernization in Japanese Advertising," Journal of Advertising Besearch, (January/Februar.y), 15-24.

34. Porter, Michael E. (1986), "The Strategic role of International Marketing," Journal of Consumer Marketing, 3 (Spring), 17-21.

35. O'Connor, James (1974), "International Advertising," Journal of Advertising, 3 (Spring), 9-14.

36. Onkvisit, Sak and John J. Shaw (1987), "Standarized International Advertising: A Review and Critical Evaluation of the Theoretical and Empirical Evidence," Columbia Journal of World Business, (Fall), 43-55.

37. _______, and ______(l985), "A View of Marketing and Advertising Practices in Asia and Its Meaning for Marketing Management," Journal of Consumer Marketing, 21 (Spring), 5-17.

38. _______, and ______(1993), International Marketing: Analysis and Strategy, 2nd. ed., New York: MacMilia Publishing Company

39. Quelch, John A., and Edward J. Hoff, (1986), "Customizing Global Marketing," Harvard Business Review, (May/June), 69-68.

40. Reed, Virgil D. (1967), "The International Consumer," in Managerial Marketing, 3rd. ed., Homewood, Illinois: Richard D. Irwin, 586-600

41. Robicheaux, Robert A. and James E. Coleman, (1994), "The Structure of Marketing Channel Relationship," Journal of the Academy of Marketing Science, 22 (Winter), 38-51.

42. Ryans, J. K, and J. K Donnelly (1969), "Standardized Global Advertising, a Call as Yet Unanswered," Journal of Marketing, 57

43. Samiee, Saeed and Kendall Roth (1992), "The Influence of Global marketing Standardization on Performance," Journal of Marketing, 56 (April), l-l7.

44. Schnaars, Steven P., (1991), Marketing Strategy: A Customer-Driven Approach, New York: The Free Press, 173-187.

45. Sharma, Arun, and Luis V. Dominguez, (1992), "Channel Evolution: A Framework for Analysis," Journal of the Academy of Marketing Science, 20 (Winter), 1-15.

46. Sheth, Jagdish (1986), "Global Markets of Global Competition," Journal of Consumer Marketing, (Spring), 9-11

47. Terpstra, Vern (1987), "Thc Evolution of International Marketing," International Marketing Review, 4 (Summer), 47 ?59.

48. Sorenson, Ralph, and Ulrich E. Wiechmann (1975), "How Multinationals View Marketing Standardization," Harvard Business Review, 53 (May/June), 38.

49. Walters, Peter (1986), "International Policy: A Discussion of the Standardization Construct and Its relevance for Corporate Policy," Journal of International Business Studies, (Summer), 53-69.

50. Wind, Yoram (1986), "The Myth of Globalization," Journal of Consumer Marketing, (Spring), 23-26.

´ÙÀ½ ÆäÀÌÁö·Î