Advertising in the process of internationalisation of enterprises – towards standardisation or individualisation
Carrying out advertising activities in foreign markets requires from enterprises resolution of the dilemma of how to programme the advertising strategy, making use of the standardised and proved in other markets solutions, or shaping new concepts compliant with the idea of individualisation. An objective of the article is to answer the question, which of these models is more often used in the Polish market by foreign enterprises and what effects of that are from the point of view of enterprises’ competitiveness, consumers’ perception and motivating them to buy.