Basking in the glow of superstars: Demand for top managers by domestic firms and MNCS in the advertising industry

Abstract

Superstars, or prominent managers who are responsible for strategic external relationships, are a resource for domestic firms and multinational corporations (MNCs). Theory suggests that MNCs employ superstars to manage organizational legitimacy and offer greater compensation and promotion potential. Domestic firms may employ superstars to enhance their organizational identity and offer them status and a supportive organizational environment. Empirical analysis of 411 advertising agencies in the U.S. and 239 superstars in advertising suggests that domestic agencies have a slight but statistically significant advantage in attracting and retaining superstars relative to MNCs. The strategic implications for domestic firms and MNCs are discussed.

Citation

Sanford, D. (2005), "Basking in the glow of superstars: Demand for top managers by domestic firms and MNCS in the advertising industry", International Journal of Commerce and Management, Vol. 15 No. 2, pp. 85-100. https://doi.org/10.1108/10569210580000189