Fully Filipino owned advertising agencies: An examination of the legal and business factors that affect competitiveness

• Main Author: Pozon, Ira Paulo Ayo
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Advertising agencies—Philippines; Competition—Philippines; Advertising and Promotion Management; Business
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6476; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=12983&context=etd_masteral
• Institution: De La Salle University

The Philippine Constitution provides that advertising agencies must be at least seventy percent Filipino owned, because the industry is impressed with public interest. Despite leaving only as much as thirty percent to foreign owners, the Philippine advertising industry is dominated by multinational agencies. This study aims to ascertain which business and legal factors are directly affecting the competitiveness of fully Filipino owned advertising agencies, and whether the Constitutional provision is one of them.