PARENT AGENCY INFLUENCE AND CONTROL OVER FOREIGN AFFILIATES: A GLOBAL ADVERTISING PERSPECTIVE

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