The Impact of Home Countries on the Competitiveness of Advertising Tncs

This study seeks to examine the extent to which home countries affect the competitiveness of firms competing in the international market and how this impact is changing as firms extend their international activity. It links a set of competitive advantages of advertising TNCs from the US, the UK and France with specific conditions in the home markets of these firms, and examines differences in the nature and type of their competitive advantages. The findings suggest that the competitive advantages of advertising TNCs are only partly shaped by the conditions in their country of origin. The impact of home countries weakens as agencies expand their international activity.