Exploring the missing point of view in international advertising management: local managers in global advertising agencies

In the decades-long debates about whether standardised or adapted strategies are better for global brands, and whether centralised or decentralised international communications planning is more effective, little attention has been given to the perspective of local managers in the subsidiaries of global agencies. This paper reports on the experiences and opinions of account managers and creative directors in Korean subsidiaries, with regard to the international advertising policies of their agencies and clients. The authors find less centralisation than prior research has reported and yet more negative experiences with standardised global advertising. Creativity is a key consideration for the Korean managers, especially for products, be they consumer or industrial, that have universal demand. The perspective of subsidiary managers in multinational corporations should be considered in the advertising planning process in order to avoid conflict which could decrease the effectiveness of global campaigns.     

HR's role in corporate governance: Present and prospective

Corporate wrongdoing is damaging investor confidence and tarnishing the credibility of the U.S. business community, guilty and innocent alike. Some misdeeds are clearly criminal, others simply unethical or damaging to reputations. They range from “massaging” numbers (“managed earnings”), which tests the limits of financial prudence, to outright fraud. Caught in the limelight are U.S. corporate giants representing some of the world's best‐known brands and most famous CEOs, many only yesterday lionized in the business press. We have explored this issue from the perspective of the HR function through a survey of the senior HR professionals who attended the Human Resources Forum. The survey was augmented with focus groups. Our purpose was to understand current practices, attitudes, and behaviors with respect to legal standards and professional and ethical codes. We also explored the roles of the CEO, HR leadership, and the HR function in minimizing ethical breaches that have diminished investor and public trust. We hope to shed light on the responsibilities, actions, and risks of the HR function and its leadership now and in the future. © 2004 Wiley Periodicals, Inc.