Success Factors of Standardized International Communication Campaigns

Michael Bahles

Doctoral thesis

Abstract:

The thesis aims to identify the success factors of standardized international communication campaigns. The main research objective is to examine how standardized international communication campaigns can be developed successfully. For this, the subject of standardized international communication campaigns is holistically examined. In order to analyze the topic thoroughly and in-depth, mostly qualitative and explorative research methods are used as case studies, expert interviews and an in-depth psychological research. The thesis will provide a summary of factors of how standardized international communication campaigns can be successful and a prototypical development process of standardized international communication campaigns. The research showed that standardized international communication campaigns can be effective and therefore successful. The analyzed cases proved certain successful standardized international communication campaigns and identified general success factors. The expert interviews with international marketing experts indicated that for the development a clear process is needed and that international stakeholders should be involved in the process. The interviews with international diplomats helped to find ways how the collaboration can happen more successfully. Conducting research is very important in the development of standardized international communication campaigns: As fundamental research in order to identify an universal consumer insight as well as testing of different campaign development stages. For the practical application of the overall research results, an own psychological research was conducted in order to identify fundamental motives for owning a car in the young target group in several countries. In addition, an own case study was conducted about the development of the international launch campaign of the SKODA Octavia in 2013 in order to give a practical example of a successful development of a standardized international communication campaign.

Abstract:

The thesis aims to identify the success factors of standardized international communication campaigns. The main research objective is to examine how standardized international communication campaigns can be developed successfully. For this, the subject of standardized international communication campaigns is holistically examined. In order to analyze the topic thoroughly and in-depth, mostly qualitative and explorative research methods are used as case studies, expert interviews and an in-depth psychological research. The thesis will provide a summary of factors of how standardized international communication campaigns can be successful and a prototypical development process of standardized international communication campaigns. The research showed that standardized international communication campaigns can be effective and therefore successful. The analyzed cases proved certain successful standardized international communication campaigns and identified general success factors. The expert interviews with international marketing experts indicated that for the development a clear process is needed and that international stakeholders should be involved in the process. The interviews with international diplomats helped to find ways how the collaboration can happen more successfully. Conducting research is very important in the development of standardized international communication campaigns: As fundamental research in order to identify an universal consumer insight as well as testing of different campaign development stages. For the practical application of the overall research results, an own psychological research was conducted in order to identify fundamental motives for owning a car in the young target group in several countries. In addition, an own case study was conducted about the development of the international launch campaign of the SKODA Octavia in 2013 in order to give a practical example of a successful development of a standardized international communication campaign.

Keywords

International Research, International Marketing, International Advertising

Keywords

International Research, International Advertising, International Marketing

Language used: English

Date on which the thesis was submitted / produced: 5. 11. 2013

Thesis defence

• Date of defence: 21. 9. 2018
• Supervisor: Hana Machková
• Reader: Miroslav Karlíček, Marie Přibová

Vysoká škola ekonomická v Praze

Doctoral programme / field:
Mezinárodní ekonomické vztahy / Mezinárodní obchod