A Comparison Between Advertising Agencies’ and Pr...

A Comparison Between Advertising Agencies’ and Pr...

A comparison between advertising agencies' and PR agencies' internationalization motives and entry modes – Eight cases from Sweden



1. Abstract

The firm internationalization literature is extensive, but dominated by studies of technical, often large, firms. The service firm internationalization literature is slowly growing. Few international contributions are found investigating the advertising industry and no such studies focus on the Swedish market. The PR industry has been internationally neglected. This study investigates four advertising agencies and four PR agencies in the Swedish market. The eight case agencies confirm traditional internationalization motives, but also new motives are found, such as the foreign ... Show more content on Helpwriting.net ...Lastly, these authors used quantitative research method, which generally limits the freedom of the respondents in answering questions. The Public Relations, PR, industry has been internationally neglected. A possible explanation to this neglect is that this industry has been assumed to be the same as the advertising industry. The gap in research should by now be evident! Despite a growing body of service literature, the internationalization of the advertising industry and the Public Relations industry in Sweden has remained unchartered territories for research. The internationalization motives and the entry modes for the advertising industry in USA are somewhat known, but the PR industry is neglected internationally. The link between motives and entry modes in the advertising industry is blurry even from an international perspective and the latest contribution was released in year 1990. Furthermore, it is unclear what importance the concept of psychic distance (Johanson and Vahlne 1977; Johanson and Wiedersheim–Paul 1975) has for the international expansion in these industries and if and how business contacts

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enables these industries to internationalize (Johanson and Mattsson 1988). Additionally, there is no recent research focusing on these industries after the globalization of services and the enhanced importance of services in the World and in Sweden. Finally, a case study approach has not been conducted yet in this matter. The Dissertation

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