World Market Shares of Advertising TNCs: Intangible Comparative Advantage?

Lilach Nachum

Working Papers from Centre for Business Research, University of Cambridge

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.

Keywords: Intangible Comparative Advantages; Competitiveness; Advertising; National Origin (search for similar items in EconPapers)
JEL-codes: F23 M21 M37 (search for similar items in EconPapers)
Date: 2000-06
Note: PRO-2
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Persistent link: https://EconPapers.repec.org/RePEc:cbr:cbrwps:wp169

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