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World Market Shares of Advertising TNCs: Intangible Comparative Advantage?

Author

Listed:
  • Lilach Nachum

Abstract

This study examines the link between the comparative location advantages of countries and the competitive position of national firms in world markets in industries in which competitive advantages are based entirely on intangible assets, which are not physically tied to any particular location. A model connecting world market shares as the explanatory variable with a set of potentially significant country intangible location advantages is tested on the advertising industry between 1977 and 1999. The findings show that the location advantages of home countries possess significant explanatory power for the country patterns in advertising. The paper concludes by drawing implications of these findings for firms and policy makers.

Suggested Citation

  • Lilach Nachum, 2000. "World Market Shares of Advertising TNCs: Intangible Comparative Advantage?," Working Papers wp169, Centre for Business Research, University of Cambridge.
    • Handle: RePEc:cbr:cbrwps:wp169
    Note: PRO-2
    as

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    More about this item

    Keywords

    Intangible Comparative Advantages; Competitiveness; Advertising; National Origin;
    All these keywords.

    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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