Agency Creativity: Teams and Performance: A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance

Lynch, J. and West, D.C. 2017. Agency Creativity: Teams and Performance: A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance. Journal of Advertising Research. 57 (1), pp. 67-81. https://doi.org/10.2501/JAR-2017-006

TitleAgency Creativity: Teams and Performance: A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance
TypeJournal article
AuthorsLynch, J. and West, D.C.
Abstract

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.

KeywordsAgency creativity
Knowledge utilisation
teams
performance
JournalJournal of Advertising Research
Journal citation57 (1), pp. 67-81
ISSN0021-8499
Year2017
PublisherWorld Advertising Research Center Ltd.
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.2501/JAR-2017-006
Publication dates
Published01 Mar 2017

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