Entry and performance of transnational advertising agencies in Taiwan

This study employs a mall survey to examine the entry motives, ownership strategies, employment practices, major clients, major problems, and media use of transnational advertising agencies (TNAAs) in the Taiwanese market. Results show that the employment practices of TNAAs in Taiwan have become a shared endeavour in management. Results also demonstrate that the major problem encountered in Taiwan is the lack of experienced advertising professionals. It also found that there is an increasing exchange of advertising practice among the Greater China region (Taiwan, mainland China, and Hong Kong).