Kevin has taken over the international operations of his company. He contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers around the world. What school of thought does Kevin subscribe to in approaching advertising across national borders?

Question

Quizplus · Accepted Answer

Kevin's approach aligns with the standardization school of thought, which advocates for using a uniform advertising strategy across different countries, focusing on the similarities among consumers globally rather than the differences.

Kevin Has Taken Over the International Operations of His Company