The strategic behaviour of international advertising agencies is studied using Yip's global strategy framework. In most cases, firms seek broad international engagement to leverage agency advantage; the development of uniform international management systems has a high priority; and "responsive"...

A two-stage qualitative case study, and Yip's conceptual framework, are used to examine the extent to which British construction firms have adopted 'global' strategies. In the first stage industry experts provided evidence on the forces driving global strategy. In the second stage executives...