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
One important motive for the expansion of transnational advertising agencies (TNAAs) into foreign markets is the pressure from their transnational clients, who tend to seek the services of agencies with overseas facilities. The world's largest advertising agencies have been led down a multinational route in order to best serve their important clients. Previous studies on the motivations of professional businesses for entering a foreign country found...