Competitiveness of professional services

Abstract

This study seeks to examine the extent to which internal factors affect the competitiveness of professional service firms. A case of Turkish advertising agencies is selected due to the advertising industry's highly knowledge and skill intensive characteristics and the increased competition among the firms in recent years. In addition to resources, organizational and managerial capabilities and the knowledge of the firms will be investigated to understand the degree of their effects on the process of their competitiveness. By conducting a case study methodology, a comparison among three multinational and three national agencies that have superior, moderate and low performances is used to explain the relationship between the sources of competitiveness and firm performance.