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| Author: | Nachum, L. |
| Title: | The impact of home countries on the competitiveness of advertising TNCs |
| Journal: | Management International Review
2001 : VOL. 41:1, p. 77-98 |
| Index terms: | ADVERTISING COMPETITIVENESS INTERNATIONAL BUSINESS MULTINATIONAL COMPANIES FRANCE UNITED KINGDOM USA |
| Language: | eng |
| Abstract: | This study examines the national origin of the competitiveness of firms competing in the international market, and how it changes as TNCs expand their international activity. It identifies the critical competitive advantages of advertising TNCs, and test whether they differ across countries, based on a sample of advertising agencies from the US, the UK and France. |
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