{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,24]],"date-time":"2026-01-24T19:31:31Z","timestamp":1769283091651,"version":"3.49.0"},"reference-count":12,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2006,1,1]],"date-time":"2006-01-01T00:00:00Z","timestamp":1136073600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2006,1,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>Because the web can be an influential medium for attracting and retaining customers, it is critical to examine the connection between web advertising and corporate strategy. This is particularly true for multinational organizations, which face the most complex organizational environment. The purpose of this paper is to propose that multinational organizations should be concerned with alignment of their strategy and web image because of the size and geographic spread of their operations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>This research paper reviews the fundamental global strategies that corporations can pursue (e.g. integration, transnational, national responsiveness) and then empirically examine the relationship between corporate global strategy and web advertising strategy for 20 multinational organizations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results show that misalignment between corporate global strategy and web advertising strategy is reasonably common. For two thirds of the companies in our sample, there was imperfect alignment.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper suggests three reasons why this can be, and offer a tool that enables organizations to recognize how they should handle design and content matters for the combination of corporate and national web sites.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240610642523","type":"journal-article","created":{"date-parts":[[2006,6,29]],"date-time":"2006-06-29T23:57:47Z","timestamp":1151625467000},"page":"23-37","source":"Crossref","is-referenced-by-count":28,"title":["Internet advertising strategy alignment"],"prefix":"10.1108","volume":"16","author":[{"given":"Marie\u2010Claude","family":"Boudreau","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Richard T.","family":"Watson","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022031320192275700_b1","unstructured":"Bartlett, C.A. and Ghoshal, S. 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(2000), \u201cWebQual\u2122: a web site quality instrument\u201d, doctoral dissertation, Department of Management Information Syeytems, University of Georgia, Athens, GA."},{"key":"key2022031320192275700_b5","unstructured":"Loiacono, E., Taylor, N. and Watson, R.T. (2001), \u201cEffective web advertising: foreground, background, or sideground?\u201d, Journal of Interactive Marketing, under review."},{"key":"key2022031320192275700_b6","doi-asserted-by":"crossref","unstructured":"Okazaki, S. and Rivas, J.A. (2002), \u201cA content analysis of multinational's web communications strategies: cross\u2010cultural research framework and pre\u2010testing\u201d, Internet Research, Vol. 12 No. 5, pp. 380\u201090.","DOI":"10.1108\/10662240210447137"},{"key":"key2022031320192275700_b7","unstructured":"Porter, M. (2001), \u201cStrategy and the Internet\u201d, Harvard Business Review, Vol. 79 No. 3, pp. 62\u201078."},{"key":"key2022031320192275700_b8","unstructured":"Rugman, A.M. (2001), The End of Globalization: Why Global Strategy is a Myth & How to Profit from the Realities of Regional Markets, AMACOM, New York, NY."},{"key":"key2022031320192275700_b9","doi-asserted-by":"crossref","unstructured":"Simeon, R. (1999), \u201cEvaluating domestic and international web\u2010site strategies\u201d, Internet Research, Vol. 9 No. 4, pp. 297\u2010308.","DOI":"10.1108\/10662249910286842"},{"key":"key2022031320192275700_b10","doi-asserted-by":"crossref","unstructured":"Watson, R.T., Akselsen, S. and Pitt, L.F. (1998), \u201cAttractors: building mountains in the flat landscape of the world wide web\u201d, California Management Review, Vol. 40 No. 2, pp. 36\u201056.","DOI":"10.2307\/41165932"},{"key":"key2022031320192275700_b11","doi-asserted-by":"crossref","unstructured":"Watson, R.T., Zinkhan, G.M. and Pitt, L.F. 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