IDEAS home Printed from https://ideas.repec.org/a/taf/indinn/v18y2011i2p227-248.html
   My bibliography  Save this article

Creative Distraction: Lack of Collective Learning in Adapting to Online Advertising in Oslo, Norway

Author

Listed:
  • Markus Bugge

Abstract

The advertising industry is often seen as adaptable and flexible, and its work organization and diverse project ecologies are assumed to nurture creativity, learning and innovation. The advertising industry in Oslo is currently going through a restructuring process of adapting to the Internet as an emerging media channel for marketing, but struggles to benefit from collective learning. The established advertising agencies have been reluctant regarding the new opportunities in Internet-based advertising, which has allowed for a set of smaller and specialized web agencies to emerge, and who now possess the best skills within interactive advertising. The paper argues that there are two parallel epistemic communities in the localized advertising industry. It is shown that the advertising industry seems to have been caught in a path-dependent technological trajectory, and that in order for collective learning to unfold geographical proximity needs to be supplemented by cultural and epistemic proximity and compatibility.

Suggested Citation

  • Markus Bugge, 2011. "Creative Distraction: Lack of Collective Learning in Adapting to Online Advertising in Oslo, Norway," Industry and Innovation, Taylor & Francis Journals, vol. 18(2), pages 227-248.
  • Handle: RePEc:taf:indinn:v:18:y:2011:i:2:p:227-248
    DOI: 10.1080/13662716.2011.541106
    as

    Download full text from publisher

    File URL: http://www.tandfonline.com/doi/abs/10.1080/13662716.2011.541106
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/13662716.2011.541106?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wagner, Alfred, 1891. "Marshall's Principles of Economics," History of Economic Thought Articles, McMaster University Archive for the History of Economic Thought, vol. 5, pages 319-338.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Brian J Hracs & Doreen Jakob & Atle Hauge, 2013. "Standing out in the Crowd: The Rise of Exclusivity-Based Strategies to Compete in the Contemporary Marketplace for Music and Fashion," Environment and Planning A, , vol. 45(5), pages 1144-1161, May.
    2. Wu, Yuanyuan & Wu, Shikui, 2016. "Managing ambidexterity in creative industries: A survey," Journal of Business Research, Elsevier, vol. 69(7), pages 2388-2396.
    3. Øiestad, Sara & Bugge, Markus M., 2014. "Digitisation of publishing: Exploration based on existing business models," Technological Forecasting and Social Change, Elsevier, vol. 83(C), pages 54-65.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. A.J. Arnold, 2017. "Capital reduction case law decisions and the development of the capital maintenance doctrine in late-nineteenth-century England," Accounting and Business Research, Taylor & Francis Journals, vol. 47(2), pages 172-190, February.
    2. Yariv, Leeat & Jackson, Matthew O., 2018. "The Non-Existence of Representative Agents," CEPR Discussion Papers 13397, C.E.P.R. Discussion Papers.
    3. SAITO Yukiko, 2013. "Role of Hub Firms in Geographical Transaction Network," Discussion papers 13080, Research Institute of Economy, Trade and Industry (RIETI).
    4. Emanuela Marrocu & Raffaele Paci & Stefano Usai, 2013. "Productivity Growth In The Old And New Europe: The Role Of Agglomeration Externalities," Journal of Regional Science, Wiley Blackwell, vol. 53(3), pages 418-442, August.
    5. Duranton, Gilles & Jayet, Hubert, 2011. "Is the division of labour limited by the extent of the market? Evidence from French cities," Journal of Urban Economics, Elsevier, vol. 69(1), pages 56-71, January.
    6. Kristien Werck & Bruno Heyndels & Benny Geys, 2008. "The impact of ‘central places’ on spatial spending patterns: evidence from Flemish local government cultural expenditures," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 32(1), pages 35-58, March.
    7. Koech Cheruiyot, 2022. "Detecting spatial economic clusters using kernel density and global and local Moran's I analysis in Ekurhuleni metropolitan municipality, South Africa," Regional Science Policy & Practice, Wiley Blackwell, vol. 14(2), pages 307-327, April.
    8. Evert-Jan Visser & Oedzge Atzema, 2007. "With or Without Clusters: Facilitating Innovation through a Differentiated and Combined Network Approach," European Planning Studies, Taylor & Francis Journals, vol. 16(9), pages 1169-1188, April.
    9. Ramesh Chandra & Roger J. Sandilands, 2021. "Nicholas Kaldor, increasing returns and Verdoorn’s Law," Journal of Post Keynesian Economics, Taylor & Francis Journals, vol. 44(2), pages 315-339, April.
    10. SHIMAMOTO Daichi & Yu Ri KIM & TODO Yasuyuki, 2019. "The Effect of Social Interactions on Exporting Activities: Evidence from Micro, Small, and Medium-Sized Enterprises in rural Vietnam," Discussion papers 19020, Research Institute of Economy, Trade and Industry (RIETI).
    11. Carlino, Gerald & Kerr, William R., 2015. "Agglomeration and Innovation," Handbook of Regional and Urban Economics, in: Gilles Duranton & J. V. Henderson & William C. Strange (ed.), Handbook of Regional and Urban Economics, edition 1, volume 5, chapter 0, pages 349-404, Elsevier.
    12. Giulia Faggio & Olmo Silva & William C Strange, 2020. "Tales of the city: what do agglomeration cases tell us about agglomeration in general? [The anchor tenant hypothesis: exploring the role of large, local, R&D-intensive firms in regional innovation ," Journal of Economic Geography, Oxford University Press, vol. 20(5), pages 1117-1143.
    13. Paola Tubaro, 2009. "Is individual rationality essential to market price formation? The contribution of zero-intelligence agent trading models," Journal of Economic Methodology, Taylor & Francis Journals, vol. 16(1), pages 1-19.
    14. H. W. Arndt, 1984. "Political Economy," The Economic Record, The Economic Society of Australia, vol. 60(3), pages 266-273, September.
    15. Berliant, Marcus & Reed III, Robert R. & Wang, Ping, 2006. "Knowledge exchange, matching, and agglomeration," Journal of Urban Economics, Elsevier, vol. 60(1), pages 69-95, July.
    16. G.M. Peter Swann, 2017. "A Welcome Revolution in Innovation," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 24(2), pages 223-231, May.
    17. Anders Waxell, 2008. "Guilty by Association: A Cross-industrial Approach to Sourcing Complementary Knowledge in the Uppsala Biotechnology Cluster," European Planning Studies, Taylor & Francis Journals, vol. 17(11), pages 1605-1624, December.
    18. Alex Coad & Christina Guenther, 2012. "Age, diversification and survival in the German machine tool industry, 1953-2002," Papers on Economics and Evolution 2011-23, Philipps University Marburg, Department of Geography.
    19. Roberto Ganau & Andrés Rodríguez-Pose, 2022. "Does urban concentration matter for changes in country economic performance?," Urban Studies, Urban Studies Journal Limited, vol. 59(6), pages 1275-1299, May.
    20. Amy Glasmeier, 2007. "Book Reviews," Regional Studies, Taylor & Francis Journals, vol. 41(6), pages 867-870.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:indinn:v:18:y:2011:i:2:p:227-248. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/CIAI20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.