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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Advertising Services in Germany: A Strategic Reference, 2006
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INTRODUCTION & METHODOLOGY
What Does This Report Cover?
The primary audience for this report is managers involved with the highest levels of the strategic planning process and consultants who help their clients with this task. The user will not only benefit from the hundreds of hours that went into the methodology and its application, but also from its alternative perspective on strategic planning relating to advertising services in Germany.
As the editor of this report, I am drawing on a methodology developed at INSEAD, an international business school (www.insead.edu). For any given industry or sector, including advertising services, the methodology decomposes a country’s strategic potential along four key dimensions: (1) latent demand, (2) micro-accessibility, (3) proxy operating pro-forma financials, and (4) macro-accessibility. A country may have very high latent demand, yet have low accessibility, making it a less attractive market than many smaller potential countries having higher levels of accessibility.
With this perspective, this report provides both a micro and a macro strategic profile of advertising services in Germany. It does so by compiling published information that directly relates to latent demand and accessibility, either at the micro or macro level. The reader new to Germany can quickly understand where Germany fits into a firm’s strategic perspective. In Chapter 2, the report investigates latent demand and micro-accessibility for advertising services in Germany. In Chapters 3 and 4, the report covers proxy operating pro-forma financials and macro-accessibility in Germany. Macro-accessibility is a general evaluation of investment and business conditions in Germany.
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