Spatial Strategies of Cultural Industry and Entrepreneurship

Comparison of the 2 Ad Agencies in Taiwan

Abstract

In creative activities, human capital is always the most important resource. The place experiences of entrepreneurs and artists who are involved in the cultural industry have a profound impact on the industrial clusters and network organizations. In this study, we discussed the following topics by comparing two local ad agencies in Taiwan: (A) personal roles in enterprise spatial strategies; and (B) the survival methods of local family-run ad agencies based in Taiwan amid the fierce competition with multinational agencies in the context of the globalization strategies relating to multinational ad agencies and political economic changes in Taiwan.