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Applying Principles of Management Innovation in Advertising Agencies

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021

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  • Rubik, Andrea

Abstract

With the advertising industry and practice changing significantly in the last decade, it is likely that the existing management practices in advertising agencies also need some transformation. Through exploring management innovation principles and practices, novel practices might be applied by advertising agencies to exploit changes in their environment and enhance organizational performance. This paper explores the application and framework for novel management practices in an advertising agency. A proposed model is based on the principles of management innovation and the activities needed to drive management innovation. The topic is relevant for advertising agencies to understand better management innovation possibilities and enhancement it could create for them to compete in new markets and stay ahead of new competition.

Suggested Citation

  • Rubik, Andrea, 2021. "Applying Principles of Management Innovation in Advertising Agencies," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 286-296, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr21:262255
    DOI: 10.54820/PRFY3744
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    References listed on IDEAS

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    5. Ignacio G. Vaccaro & Justin J. P. Jansen & Frans A. J. Van Den Bosch & Henk W. Volberda, 2012. "Management Innovation and Leadership: The Moderating Role of Organizational Size," Journal of Management Studies, Wiley Blackwell, vol. 49(1), pages 28-51, January.
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    More about this item

    Keywords

    management innovation; advertising agency; management;
    All these keywords.

    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

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