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The purpose of this paper is to examine the needs and views of adolescents regarding the development of online support for mental health problems.

Semi‐structured qualitative focus group interviews were conducted with ten groups of Dutch adolescents (n=106), aged 12‐19 years, from four urban secondary schools offering different levels of education in the Southeastern part of The Netherlands. Interviews were verbally transcribed and analysed with Nvivo, using a classification based on the research questions.

The participants reported that they searched on the internet to get information or help for some mental health problems. They also expressed the need for a youth healthcare website offering information, self‐tests and anonymous help. They had different ideas about the layout of such a website, which were related to their educational level. Reliability of such a website was an important issue.

Adolescents reported a distinct need for online information and help for mental health problems. Youth healthcare organisations could meet this need by creating an innovative additional assistance method. These organisations should cooperate with website developers, taking into account that adolescents with different levels of education have different preferences regarding the interventions for online information and help.

This paper provides a conclusive examination of the needs and views of adolescents regarding development of online support for mental health problems.

The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping market positioning by global and local firms in a transitional economy (TE).

The paper utilizes a longitudinal case‐study approach to present and discuss resource asymmetry between global and local advertising agencies operating in Hungary.

RBV proves to be valuable theory, revealing an interesting and unexpected range of sources and types of resources that are being used to advantage by local and global agencies competing in Hungary. Earlier historical asymmetries in resource endowments contributed to a notable division between global and local agencies according to market sector. Specific resources, such as reputation, access to global resources, and use of Western‐style business practices, proved beneficial to global firms after Hungarian market liberalization in 1989, while interpersonal relationships have emerged as a valuable resource, regardless of context.

Use of a convenience cross‐sectional sampling method may contribute to some halo effects and personal bias. Additionally, results may be limited in their applicability only to the advertising industry and to Hungary as a specific TE. Future research should validate these findings in other industries and other TEs.

Findings from this study offer marketing managers operating in TEs fresh insights into how asymmetries in resource endowments at various points in an infant industry's life cycle act to influence choice of market positioning strategies and subsequent success of firms competing in the industry.

This paper provides rich detail of the advertising industry in Hungary, suggesting directions for study of advertising industries in other TEs, not only in Eastern Europe. Results from this study increase confidence in the generalizability of RBV theory by demonstrating its usefulness and flexibility when applied to an unusual context in terms of time and space.