Journal
JOURNAL OF ADVERTISING RESEARCH
Volume 57, Issue 1, Pages 67-81Publisher
ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-2017-006
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Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns. For an agency, this is an invaluable resource. Using a multidisciplinary approach, the authors of the current article propose a conceptual model that links teams' knowledge utilization, agency creativity, and performance. By considering incremental and radical creativity, the model also builds on the idea that creativity is a multidimensional construct. The framework is presented to act as a catalyst on which to build future empirical research on the nature of team creativity in advertising agencies.
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