Mergers and Acquisitions and the Structure of the Advertising Agency Industry
- 1 March 1994
- journal article
- research article
- Published by Taylor & Francis in Journal of Current Issues & Research in Advertising
- Vol. 16 (1) , 15-27
- https://doi.org/10.1080/10641734.1994.10505010
Abstract
The impact of mergers and acquisitions on the structure of the advertising agency industry has received little academic attention. Effects of the trend on industry structure over the past three decades are considered here. Specifically, strength of demand, market concentration, ease of industry entry, economies of scale, and international expansion are analyzed. Based on the findings, combination activity has not inhibited industry competitiveness to any great extent.Keywords
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