Client following revisited: a study of transnational advertising agencies in China

Fanny S.L. Cheung, Hafiz Mirza and Wing-fai Leung

Client following is considered the major motivation of professional businesses for entering a foreign market.

Client following revisited: a study of transnational advertising agencies in China

Fanny S.L. CheungCity University of Hong Kong

Hafiz MirzaBradford University School of Management

Wing-fai LeungHong Kong College of Technology

INTRODUCTION

One important motive...

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