Joint Venture of Wholly-Own:

Abstract

American advertising agencies have been rapidly expanding their operations abroad in recent decades. During this time, they have taken adtvantage of foreign experitise by acquiring local agencies or establishing joint venture arrangements. In other cases they have gone abraod by boldly setting up their own operations. This 15 agency - 344 subsidiary survey of agencies' abilities and performances shows that in general, wholly-owned subsidiaries have outperformed joint venture arrangements in terms of market rankings and total billings. While wholly-owned subsidiaries performed more multicountry campaigns, in terms of their operations, no differences were found concerning their service offerings of number of global campaigns performed.