Competitiveness of professional business services: Case of Turkish advertising agencies

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 because of 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 are 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 less satisfying performances is used to explain the relationship between the sources of competitiveness and firm performance.