Unformatted text preview: management decision, however they are able to adapt their advertising to the local context similar to their other joint ventures in the region. The advantages of adopting a “Regcal” Appraoch is that Both the headquarters ( Food Republic management in Singapore) and subsidiary ( WHOEVER) may be more flexible in using the best available resources and maximizing cross synergy on a regional basis. They may achieve higher efficiency by sharing "intellectual" development costs because of the tendency toward higher decision-making centralization. However, the disadvantage is that the lower tendency of standardization may possibly be costly on account of the confused accountabilities on designing and implementing advertising strategies. **** (need to fit this in somewhere, make it flow, need to rephrase it nicely) Tai, H.C and Wong,Y.H 1998, Advertising decision making in Asia: "Glocal" versus "Regcal" approach. Journal of Managerial Issues , vol 8 Issue 3, pp.318-339...
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- Three '11
- Management, Tendency, Tend, Advertising decision making, Food Republic, regional advertising strategy