Investigating Agency-client Relationships in the Polish Advertising Industry
Dayananda Palihawadana and Bradley R. Barnes University of Leeds
INTRODUCTION
Existing research has tended to focus upon agency-client relationships within the context of developed nations, and very little has been concluded regarding newly emerging countries (Prendergast et al. 2001). However, despite a plethora of articles on the subject, and given the exception of West and Paliwoda's (1996a) findings, the literature reporting on the Polish advertising industry per se is somewhat scant. Economic and political reforms have significantly transformed Poland in recent years. With a population in excess of 38...