Dev Boojihawon

Network Dynamics and the Internationalisation Process of Small Advertising Agencies

Process-based international strategy studies are few in the service sector, and even fewer in the case of professional services. This paper presents a qualitative study which examines international network dynamics, practices and processes of small advertising agencies (SMAs). Using case studies of four SMAs, a conceptual framework pertaining to their international evolution is examined, exploring how they moved from their initial triggers to internationalise, their early internationalisation phase and further internationalisation. In the main, the paper contributes towards unravelling how SMAs exploit their network relationships for international advantage. The findings show that while network structure and ties represent a valuable intangible resource for SMAs, they are also unique for each firm and change continuously with their evolving strategic priorities. In so doing, such ties have varying influence on the pace, pattern and direction of internationalisation. Relevant literatures on the manufacturing and service experiences of small firm internationalisation are drawn from and extended where appropriate.

Marketing a city: Glasgow, city of architecture and design

The current study is an attempt to explore the identity of Glasgow (UK) as a city of Architecture and Design. The study applies the methodology of the ACID test of Corporate Identity Management in a qualitative investigation of 4 different samples of informants (residents of the city, governmental and Heritage Organisations, as well as industry experts such as architects and designers). The study identified differences in the perceptions of the four samples used about the citys identity. The study contributes with recommendations for reviewing the City Plan by considering the value of corporate image management and place marketing literature.

International Entrepreneurship and Network Relationships: The International Marketing Communications Sector

About the book: International entrepreneurship as a field of study is not necessarily confined to the internationalisation phenomenon, and recently advanced definitions suggest significant scope for the development and establishment of, as yet, undetermined parameters. Emerging Paradigms in International Entrepreneurship identifies key themes that collectively demonstrate the convergence of thinking at the interface between the disciplines of international business and entrepreneurship.

Understanding International Strategy in the Professional Services Industry: The Case of the International Marketing Communications Sector

The professional services industry is one of the fastest growing economic sectors in most Western and European economies, expanding at an annual rate of 20 per cent. The companies in this sector now account for 18 per cent of jobs in the West, with revenues of over £600 billion a year (GATS, 2000). Along with other professional services the importance of international marketing communications has grown significantly since the early 1980s and has led to the emergence of multinational advertising agencies. These agencies are capable of serving foreign clients in multiple markets and further penetrating these markets to generate new business activities. While little is understood of the modes of the international expansion by advertising agencies, it is apparant that crossborder activities have become increasingly important as a strategy for growth.