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003			ZW-GwMSU
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040			_aMSU _cMSU _erda
100	1		_aWilson, Rick T. _eauthor
245	1		_aCompeting successfully against multinationals: a longitudinal perspective of Hungarian advertising agencies _ccreated by Rick T. Wilson
264			_aAbingdon _bTaylor and Francis _c2010
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 18, number 2,
520			_aAn increasing amount of attention is being placed on domestic firms in emerging markets especially in understanding how they develop strategy in response to market-based reforms and competition from multinational corporations. However, of this attention little is given to the plight of service firms. In an effort to address this gap, we conduct a case study of seven advertising agencies in Hungary. Using a three-pronged structure of the resource-based view, and its extension (dynamic capabilities framework), institution-based view and competitive strategy research, we find evidence of only some of the differentiation strategies found in other markets. The use of networks proved beneficial in the development of these strategies. We also discover two transitioning strategies utilized by firms as they move from a command economy toward a market-based economy.
650	4		_aAdvertising
650	4		_aEmerging markets
650	4		_aCompetitive strategy
856			_uhttps://doi.org/10.1080/09652540903536974
942			_2lcc _cJA
999			_c157389 _d157389