PARENT AGENCY INFLUENCE AND CONTROL OVER FOREIGN AFFILIATES: A GLOBAL ADVERTISING PERSPECTIVE
International Journal of Commerce and Management
ISSN: 1056-9219
Article publication date: 1 March 1994
Abstract
The dyadic relationship between U.S. parent advertising agencies and their foreign affiliates were examined, using information gathered from 344 respondents in 52 countries. Parent agencies tended to position themselves to control their overseas affiliates by either totally or majority owning their operations but did not significantly influence, and thus control, their marketing activities. Several environmental factors, particularly claims advertisers can make and hiring restrictions, likely played important roles that affected the extent parent agencies influenced their affiliates.
Citation
Shao, A.T. and Herbig, P. (1994), "PARENT AGENCY INFLUENCE AND CONTROL OVER FOREIGN AFFILIATES: A GLOBAL ADVERTISING PERSPECTIVE", International Journal of Commerce and Management, Vol. 4 No. 3, pp. 50-67. https://doi.org/10.1108/eb047294
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited