A internacionalização da publicidade brasileira1970/2002

Resumo

The globalization of the world economy has shaped a complex and challenging landscape for the Brazilian advertising sector. The merger and acquisition movement between advertising agencies, with the consolidation of some agencies into merged or acquired mega-agencies , has been one of the most visible structural developments since the 1980s. Based on this new environment, the purpose of this project is to study the following issues: the internationalization of the Brazilian advertising business and the relationship between agencies, media companies and advertisers; the new business models developed by the Brazilian advertising agencies in order to achieve competitive advantage and profitability; the alternatives of continuity for the Brazilian agencies in face of the power changeover between generations and the merger and acquisition movement between agencies. This study is part of a research project called Culture and Consumption Studies , developed by the Culture and Consumption Studies Center, at EAESP/FGV.

Ficha do documento

Tipo

Relatório

Ano

2002

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/3059

Palavras-chave

Dinâmica competitivaAgências de publicidadeempresas transnacionaisAdministração de empresasEmpresas multinacionais - PublicidadeGlobalizaçãoAgências de propaganda