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Network Dynamics and the Internationalisation Process of Small Advertising Agencies

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  • Dev K. Boojihawon

Abstract

Process-based international strategy studies are few in the service sector, and even fewer in the case of professional services. This paper presents a qualitative study which examines international network dynamics, practices and processes of small advertising agencies (SMAs). Using case studies of four SMAs, a conceptual framework pertaining to their international evolution is examined, exploring how they moved from their initial triggers to internationalise, their early internationalisation phase and further internationalisation. In the main, the paper contributes towards unravelling how SMAs exploit their network relationships for international advantage. The findings show that while network structure and ties represent a valuable intangible resource for SMAs, they are also unique for each firm and change continuously with their evolving strategic priorities. In so doing, such ties have varying influence on the pace, pattern and direction of internationalisation. Relevant literatures on the manufacturing and service experiences of small firm internationalisation are drawn from and extended where appropriate.

Suggested Citation

  • Dev K. Boojihawon, 2007. "Network Dynamics and the Internationalisation Process of Small Advertising Agencies," The Service Industries Journal, Taylor & Francis Journals, vol. 27(6), pages 809-829, September.
    • Handle: RePEc:taf:servic:v:27:y:2007:i:6:p:809-829
    DOI: 10.1080/02642060701453304
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    Cited by:

    1. Bunz, Thorsten & Casulli, Lucrezia & Jones, Marian V & Bausch, Andreas, 2017. "The dynamics of experiential learning: Microprocesses and adaptation in a professional service INV," International Business Review, Elsevier, vol. 26(2), pages 225-238.
    2. Musa Abdu & Babangida Muhammad Musa & Adamu Jibir, 2022. "Firm-level study of the drivers of internationalization of small- and medium-scale enterprises in Sub-Saharan Africa," SN Business & Economics, Springer, vol. 2(6), pages 1-25, June.
    3. Christina Öberg, 2016. "How Innovation Impacts Artistic Creativity — Managing Innovation In The Advertising Sector," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(04), pages 1-23, May.
    4. Noelia Franco-Leal & Danny Soetanto & Carmen Camelo-Ordaz, 2016. "Do they matter? The role of non-academics in the internationalization of academic spin-offs," Journal of International Entrepreneurship, Springer, vol. 14(3), pages 410-440, September.
    5. Kai Pflanz, 2013. "Seeking Opportunities: International Market Selection by European Engineering Consultancies," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 104(5), pages 556-570, December.

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