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| Tekijä: | Wilson, R.T. |
| Otsikko: | Competing successfully against multinationals: A longitudinal perspective of Hungarian advertising agencies |
| Lehti: | Journal of Strategic Marketing
2010 : APR, VOL. 18:2, p. 145-164 |
| Asiasana: | advertising agencies case studies service companies emerging markets Hungary competitive strategy multinational companies institutions resources |
| Kieli: | eng |
| Tiivistelmä: | This paper performs a case study of seven advertising agencies in Hungary. Using a 3-phased structure of the resource-based view with its extension, institution-based view and competitive strategy research, there is found evidence of merely some of the differentiation strategies found in other markets. The use of networks proved beneficial in the development of these strategies. In addition, there are also found two transitioning strategies utilized by firms as they move from a command economy toward a market-based economy. |
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