Localization or standardization?A cross-cultural analysis of advertisement content produced for China and the USA by an electronics manufacturing company

The following research focuses on the dualism between standardization and localization of advertisement content. The analysis focuses on two pieces of advertisement content designed for the Chinese market and the US market by an electronics manufacturing company that follows a business-to-business strategy. The analysis will be supported by an extensive theoretical background and interviews conducted among the employees. The research aims at finding out which approach, between standardization and globalization, is most viable for the company and whether or not the theory supporting localization and cultural values diversity is valid or needs to be reconsidered and re adapted to the modern business scenario. Keywords: cross-cultural analysis, standardization, localization, advertisements, business-to-business.