haku: @indexterm Hungary / yhteensä: 331
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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.
SCIMA tietueen numero: 269747
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