Strategic responses to market globalisation among advertising agencies

Advertising knowledge management: strategies and implications

“…Indeed, as has been shown above, agency groups such as Saatchi & Saatchi and WPP have already begun to develop AKM approaches. However, the evidence suggests that while many global agencies are making efforts to heighten communication throughout their networks, there is little or no evidence that formal systems are being developed for collecting and disseminating information on a global network basis (Grein and Ducoffe, 1998).…”

“…For example, IBM centralised US$500m in spending over 40 agencies worldwide into one account at Ogilvy & Mather. Similarly, Citibank recently consolidated over US$700m into one account at Young & Rubicam (Grein and Ducoffe, 1998).…”

“…More recently, exogenous forces like growth in multinational client firms, globalisation of the media and improvements in communications and technology have led 236 Downloaded by [Emory University] at 01:55 05 August 2015 AD KNOWLEDGE 1\lANAGEMENT to a rapid increase in the agency globalisation process (Grein and Ducoffe, 1998). Bartlett and Ghoshal's (1989) transnational framework distinguishes between global, multinational and international organisations.…”

“…Multinational organisations, by contrast, are highly responsive to local conditions yet subject to inefficiencies and less able to share knowledge worldwide. International organisations, a hybrid of the first two, typically regard foreign operations as a means to leverage the core competencies of the parent and thus make trade-offs between efficiency and responsiveness (Grein and Ducoffe, 1998). For international agencies with a varied portfolio of clients, remaining competitive depends on being simultaneously integrated, flexible and able to leverage learning worldwide.…”

When Global Expansion Meets Local Realities in Retailing: Carrefour's Glocal Strategies in Taiwan

“…According to the extant literature (Bartlett and Ghoshal, 1989;Grein and Ducoffe, 1998), cursory observations and interviews held in Taiwan, culture, language, competition and government policy are among the main factors that influence global retailers to glocalize in order for them to survive and succeed. Therefore, the local retailing environment in Taiwan is evaluated based on these four factors.…”