|Agency Creativity: Teams and Performance: A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance
|Lynch, J. and West, D.C.
Agency creativity is a product of team efforts where they interact to share knowledge, skills, and expertise to produce creative campaigns. For an agency, this is an invaluable resource. Using a multi-disciplinary approach, the authors of the current paper propose a conceptual model is proposed that links teams’ knowledge utilization, agency creativity, and performance. By considering incremental and radical creativity, it also builds on the idea that creativity is a multi-dimensional construct. The framework is presented to act as a catalyst upon which to build future empirical research on the nature of team creativity within advertising agencies.
|Journal of Advertising Research
|57 (1), pp. 67-81
|World Advertising Research Center Ltd.
|Accepted author manuscript
|Digital Object Identifier (DOI)
|01 Mar 2017